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A REPORT ON

CUSTOMER BEHAVIOUR AND


PERCEPTIONS TOWARDS BIG
BAZAAR
HYDERABAD.

Submitted to
Prof Mrs. Vasumathy Hariharan
Faculty: Business Research and Management
IBS, Hyderabad.

On 05/01/10

Submitted by
S.Sai kumar
Enrol No: 09BS HYD 1077
Section: ‘M’

1
Acknowledgement

I would like to acknowledge and extend my heartfelt


gratitude to Prof Mrs. Vasumathy Hariharan who gave
me the opportunity to take up the project and made the
completion of report possible.

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SL.No. CONTENTS PAGE NO.

1 • Retailing in the Indian Sector 7

• Rise of Indian Retailing Sector 9


2 Research Design 11
• Statement of the problem 11
• Objectives of the study 11
• Need for study 11
- • Scope of the study 11
• Research methodology 12
• Limitations of study 13
• Chapter Scheme 14
3 Company Profile 15
• Corporate Mission 15
• Values 16
• Pantaloons Evolution 14
• Group Companies 16
• Big Bazaar 17
• Retailing Principles 18
4 Data Analysis And Interpretation 19-47
5 Summary Of Findings 49-51
6 Suggestions 50-53
• Conclusion 52-53
Bibliography
Annexure

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LIST OF TABLES

SL. NO. TABLE NO. TITLE PAGE


NO.
1 4.1. Frequency Of Visit 17

2 4.2 Preference Of Shopping Days 18

3 4.3 Preference Of Shopping Time 20

4 4.4 Accompanied By 21

5 4.5 Source Of Knowledge 23

6 4.6 Customer Perception Towards Big Bazaar 24

7 4.7 Customer Expectation 26

8 4.7.1 Customer Expectation (Age) 28

9 4.7.2 Customer Expectation (Gender) 29

10 4.8 Product Satisfaction 30

11 4.9 Product Location 31

12 4.10 Helpful Signage 32

13 4.11 Customer Perception Towards Price 33

14 4.11.1 Customer Perception Towards Price (Age) 34

15 4.11.2 Customer Perception Towards Price 36


(Gender)
16 4.12 Awareness Of Promotional Offers 37

17 4.13 Advantage Of Promotional Offers 38

18 4.14 Customer Perception 39

19 4.14.1 Customer Perception (Age) 40

20 4.14.2 Customer Perception (Gender) 41

21 4.15 Age 43

22 4.16 Gender 44

4
23 4.7 Marital Status 44

24 4.18 Monthly Family Income 45

25 5.1 Customer Expectation And Customer 46


Satisfaction

5
LIST OF CHARTS
SL. CHART TITLE PAGE
NO.
1 NO.
1 Frequency Of Visit NO.
18
2 2 Preference Of Shopping Days 19
3 3 Preference Of Shopping Time 21
4 4 Accompanied By 22
5 5 Source Of Knowledge 24
6 6 Customer Perception Towards Big Bazaar 25
7 7 Customer Expectation 27
8 7.1 Customer Expectation (Age) 28
9 7.2 Customer Expectation (Gender) 29
10 8 Product Satisfaction 31
11 9 Product Location 32
12 10 Helpful Signage 33
13 11 Customer Perception Towards Price 34
14 11.1 Customer Perception Towards Price (Age) 36
15 11.2 Customer Perception Towards Price (Gender) 37
16 12 Awareness Of Promotional Offers 38

19 14 Customer Perception 40
20 14.1 Customer Perception (Age) 42
21 14.2 Customer Perception (Gender) 43
22 15 Age 44

23 17 Marital Status 46
24 18 Monthly Family Income 47

25 19 Customer Expectation And Customer 48


Satisfaction

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RETAILING IN THE INDIAN SCENARIO

Defining a new consumer culture, retailing beats everything else hollow.


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

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

Indian Retailing - On to Generation Mall:


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

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RISE OF INDIAN RETAIL SECTOR
Traditional retailing continues to be the major form of retail system
contributing to over 97% of total retail revenues. Indian retail market is in
a transition phase with a
fast paced shift towards
organized retail which is
predicted to capture 15-
20% market share by
2010. Initially organized
retail stores made their
entry through metro
cities. But with the
increased spending
capacities of consumers
in tier-2 cities, the new
retail stores are entering
smaller upcoming cities.
There are only a handful
of companies with a retail
background. Most new
entrants to the Indian retail scene are real estate groups who see their
access to and knowledge of land, location and construction as prime
factors for entering the market. Quite interestingly, the share of retail
market in urban and rural India is not very skewed. The organized retail is
expected to grow at a rate of 35% in large cities because of shortage of
space, while in small towns it would grow at a rate of 50-60 per cent,
where ample land is available (NSSO and KPMG analysis).

India, currently, is the


hottest retail
destination. The Indian
retail sector is highly
fragmented with 95%
of its business being
run by the unorganized
retailers like the
traditional family run
stores and corner
stores. The organized
retail is at a very
nascent stage though
attempts are being
made to increase its
proportion to 15-20%
by the year 2010
bringing in a huge

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opportunity for prospective new players. “Retail Revolution” is just
beginning in India. This presents a unique opportunity in time to
“organized” retailers in the western world to leverage and scale-up in
India utilizing their well defined and proven processes, procedures and
controls. The supply chain, procurement systems and understanding of
global trends & fashion will enable them to succeed.

According to the research


conducted by Sumitra
group, from the setting up
of India’s first mall in
1999, there has been a
steady proliferation of
malls, a trend specially
pronounced in the urban
cities. Total number of
malls was estimated at
200 in 2005-06 and
projected to increase to

715 by 2015.

The mall mania has bought in a


whole new breed of modern
retail formats across the
country catering to every need
of the value-seeking Indian
consumer. An average Indian
would see a mall as a perfect
weekend getaway with family
offering them entertainment,
leisure, food, shopping all less
than one roof. FDI up to 51 per cent is allowed, with prior Government
approval for retail trade in ‘Single Brand’ products with the objective of
attracting investment, technology and global best practices and catering
to the demand for such branded goods in India (KPMG Research Group).

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STATEMENT OF THE PROBLEM

Understanding shopping behaviour is in shopping malls is one of the


greatest problems of the marketer. He has to fine tune his marketing mix
strategies according to the market needs. For this an in depth Analysis is
necessary to understand the shopping behaviour.

Big Bazaar one of the well-known shopping malls in the city of Hyderabad
has a different kind of marketing strategy as compared to others. In this
background an attempt is made to understand the marketing mix
strategies of Big Bazaar from customers' point of view.

OBJECTIVES OF THE STUDY


The study is conducted with the main intention of understanding:

1. The shopping behaviour of the customers.


2. Customers' perception about the marketing mix strategies of Big
Bazaar.
3. Customers' preference for Big Bazaar.
4. Customers' expectation and satisfaction levels.
5. To offer suggestions based on findings.

NEED FOR STUDY

Retail market has come of age and is witnessing a global trend.


Hyderabad is one of the cities witnessing this trend hence it attracts the
attention of any researcher to understand the shoppers behaviour and
strategies of the retailer in this regard.

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SCOPE OF THE STUDY
The study confines itself in understanding the customers' view point of the
marketing mix strategies of Big Bazaar in Hyderabad.

RESEARCH METHODOLOGY
DATA SOURCES:

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

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

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

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

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

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

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

LIMITATIONS OF STUDY

Some of the limitations of this study are:

 Due to geographic constraint the study was limited to Hyderabad


City.

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 It is assumed that the respondents understood the questions in the
questionnaires as they were supposed to. The chances of
misunderstanding were remote but it cannot be ruled out.

 It is assumed that the information given by the respondents is true


as per their knowledge and hence the chances of biased information
is remote but definitely cannot be ruled out.

 Due to the limited number of respondents, the finding may not be


the same for the whole population.

CHAPTER SCHEME

CHAPTER 1: Introduction

CHAPTER 2: Research Design


• Statement of the problem
• Objectives of the study
• Need for study
• Scope of the study
• Research methodology
• Limitations of study

CHAPTER 3: Profile Of BIG BAZAAR

CHAPTER 4: Analysis and Interpretation Of The Data

CHAPTER 5: Summary of Findings

CHAPTER 6: Suggestions

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Bibliography

Annexure

Incorporated in October 1987, Pantaloons ranks amongst the top


five retailers in India.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12,
1987 as Man's Wear Private Limited under the stewardship of Mr. Kishore
Biyani. The Company was converted into a public limited company on
September 20, 1991 and on September 25, 1992 the name was changed
to Pantaloon Fashions (India) Limited and the same time it went public
and today it has approximately 14,000 shareholders. It later changed its
name to Pantaloon Retail (India) Limited on 7th July 1999.

From a humble beginning in 1987, Pantaloon as today evolved as a


leading manufacturer-retailer in the country with 12 Pantaloon stores and
6 hypermarkets operational across the country. It has been a remarkable
journey for PRIL as its evolved from a manufacturing to a completely
integrated player controlling the entire value chain.
CORPORATE MISSION
"We share the vision and belief that by improving our
performance through innovative spirit and dedication, we shall
serve our customers and stakeholders satisfactorily."
PRIL believes that unconventional and innovative thinking will be the key
ingredients to attain leadership in the emerging retail sector where the
rules of the game are still evolving. Whereas serving the customers
satisfactorily is the core focus, the company also believes in adequately
rewarding its shareholders though concerted efforts on reducing cost and
improving profitability. To implement the corporate mission, PRIL has
penned a well thought of corporate strategy and policy which will ensure

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rapid growth in the coming years. This strategy can be best described in
the following words 'Rewrite Rules Retain Values'.

Blending Strategies
To targeting a higher share in customer shopping basket the company has
adopted blending strategies. By entering into multiple formats -
departmental stores and hypermarkets - PRIL has effectively blended the
multiple strategies and they have been successful in addressing a high
share of the customer's basket.
'Family focus' rather than 'individual focus'
PRIL strategy is to target family as its customer rather than individual.
With audience having social ethics and culture deeply rooted in them,
adopting the pull strategy has brought in more customers into the stores.
Moreover, it ensures repeat purchase and this is always in focus and is
reflected in all its communications and product offerings.

Paradigm shift in "rapid roll-out'


The company has aggressive growth plan to achieve scale of economy
and attain leadership position in this evolving industry. PRIL's ability to
evolve from mid-format into large format retail stores is well proven. With
aggressive growth plan the company has identified many locations across
the country to roll out future stores. The company plans to increase the
retail space under control to more than 1 million square feet over the next
3 years to emerge 'Godzilla' of the Indian retail industry.

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

Indian-Ness
The core value of company is INDIAN-NESS. We believe in ourselves. The
company is developing the Indian model of retailing since the customers

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here have unique culture and value systems and hence it targets the
family as customer rather than Individual and offers products of Indian
taste, and a combination of own category and shop-in-shop category and
hence was born “the retailer partnering with small time shop keeper”
concept.

Some of the major milestone achieved by the company in its life span of
14 years is enumerated below:

MAJOR MILESTONES

COMPANY INCORPORATED 1987-88


THE PANTALOON TROUSER - India's first formal 1987-88
trouser brand launched

BARE - Indian Jean brand launched 1989-90


JOHN MILLER- Shirt inspired by America - Formal 1993-94
shirt in popular segment launched

Distribution of branded garments through multi- 1993-94


brand retail outlets across nation and exports of
garments
THE PANTALOON SHOPPEE - Exclusive menswear 1993-94
store in franchisee format launched across nation

PANTALOONS- India's Family Store launched 1997-98


BIG BAZAAR - Isse se sasta aur acha kahi nahi! - 2001-02
Indian Hypermarket launched

FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan - 2001-02


chain of large supermarkets with a difference.

GOLD BAZAAR - Sone pe suhaga. Shudh bhi, sasta 2003


bhi
BIG BAZAR
Big bazaar is the hypermarket discount store imitative of the company
commissioned to address the discount and bargain hunting tendencies of

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the Indian shopper. Big Bazaar chain houses everything that one may
need in house, under one roof, at the lowest prices. It sells all items either
branded or unbranded. This includes clothing, apparel, home textiles &
furnishing, white goods, provisions; etc. The merchandise will either be a
part of Big Bazaar goods or will be a part of the shop-in-shop. Big Bazaar,
Pantaloon promises 'more for less', addressing a wider range of product
lines which are of interest to the mass market. The high service levels,
good ambience and implicit guarantees make shopping at Big Bazaar a
worry-free experience. Essentially this hypermarket concept is well on its
way to changing the very face of the Indian retailing industry.

Products available a Big Bazaar:


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

RETAILING PRINCIPLES

• To define the core customer and merchandise for the store, its price
points, its assortments and presentation of sales for that target
group.

• To have consistency of quality in every merchandise of the store i.e.


same taste and rice points for every merchandise.

• To always have a unique and exclusive merchandise to differentiate


itself from its competitors.

• To give value for money to the customers.

• To give publicity and to be on the top of the mind, awareness

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through various promotional schemes and excitement in store this
generates traffic and then business.

• To give convenience and service to our customers. M To be low cost


operator in term of cost.

• To build up successful partnerships with franchisees.

• To upgrade technologies, by way of bar-coding, computerised


reordering system and to monitor inventories, analyse the customer
data base for effective marketing.

4.1. FREQUENCY OF VISIT:

AGE % GENDER %
FREQUENCY NO.O 20- 30-
OF VISIT F <20 40< MALE FE MALE
RES. 30 40

Weekly Once 2 0 4,4 0 0 2.9 0


Fortnightly Once 15 9.1 15.6 15.4 28.6 7.4 31.3
Monthly Once 41 18.2 42.2 57.7 42.9 41.2 40.6
Quarterly Once 10 18.2 6.7 11.5 0 11.8 6.3
On Special Events 17 27.3 17.8 7.7 14.3 19.1 12.5
First Time 15 27.3 13.3 7.7 14.3 17.6 9.4
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents

Analyses and Inference:


Frequency of shopping also depends also upon aspects like age and
gender. In simple words what is to be purchased has a great impact on
when it is to be purchased.
The above table analyses the frequency of visiting Big Bazaar. Accordingly

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majority of them regularly visit once a month (41%), 17% of them visit
only on special occasions, 15% were either first time visitors or fortnightly
visitors.
Between the age groups it is observed that the frequency of visit
increases with the increase in age. Above 40yrs has maximum frequency
of visit i.e. 43% monthly and 27% fortnightly. As far as the younger
generation is concerned majority visit during special occasions (27.3%).
In case of gender the men visit more frequently except in case of
fortnightly where 74% of females visit against none in case of men.
It is inferred that that most of the respondents visit big bazaar at least
once a month with middle aged men being the main visitors.
CHART-1 FREQUENCY OF VISIT
No. of Res pondents (%)

4
5
4
1.2
4
0.6
4
0

3
5
3
1.3

3
0

2
5

1
9.1
2
0 1
7.6

1
5
1
1.8 1
2.5

9
.4
1
0
7
.4 6
.3

5 2
.9

0
0
W
ee
kly F
ortn
igh
tly M
onth
ly Q
uarte
rly F
irstT
ime
Once Once Once O nce

F
req
uen
cyo
fVisit

M
ale F
ema
le

4.2. PREFERENCE OF SHOPPING DAYS:

PREFERENCE NO.OF AGE % GENDER %


OF
SHOPPING RES.

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

Weekdays 8 9.1 0 23.1 0 5.9 12.5


Weekends 51 40.9 62.2 38.5 57.1 54.4 43.8
Anytime 41 50 37.8 38.5 42.9 39.7 43.8

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Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents

Analyses and Inference:


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

21
50
45
45
40
No. of Respondents (%)

35

30 26
25 22
20

15
10 7
5

0
SHOPPING DAYS Weekdays Weekends Anytime
Preference

SHOPPING DAYS Weekdays Weekends Anytime

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4.3. PREFERENCE OF SHOPPING TIME:

PREFERENCE NO.OF AGE % GENDER %


OF SHOPPING RES. <20 20- 30-40 40< MALE FEMALE
30
TIME
Morning 29 0 28.9 46.2 57.1 23.5 40.6
Afternoon 23 40.9 11.1 34.6 0 23.5 21.9
Evening 48 59.1 60 19.2 42.9 52.9 37.5
Total No. Of 100 22 45 26 7 68 32
Res.
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents

Analyses and Inference:


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

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CHART-3 PREFERENCE OF SHOPPING TIME

7%
22%

26%

45%

< 20 20-30 30-40 40 <

4.4. ACCOMPANIED BY:

ACCOMPANIED NO.OF AGE % GENDER %


BY RES, <20 20-30 30-40 40< MALE FEMALE
Spouse 25 0 15.6 69.2 0 23.5 28.1
Parents 9 18.2 6.7 0 28.6 11.8 3.1
Children 13 0 4.4 23.1 71.4 8.8 21.9
Friends 46 63.6 66.7 7.7 0 47.1 43.8
Relatives 10 18.2 11.1 3.8 0 14.7 0
Alone 4 0 4.4 7.7 0 2.9 6.3
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents

Analyses and Inference:


The people who accompany the customer are highly influential on the
customer shopping behaviour.
The above table analyses the company preferred by the respondents.
Accordingly it can be observed that most of the respondents (46%) prefer
to shop with friends followed by 25% of the respondents who prefer to
shop with their spouse, 13% with children and 10% and 9% of the

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respondents prefer to shop with relatives and parents respectively. There
are a small percentage of respondents who preferred to shop alone (4%).
On the bases of age, a high percentage of respondents below the age of
30 prefer to shop with friends (63.6% and 66.7%), between the age
group 30-40, the respondents prefer to shop with their spouse (69.2%),
whereas respondents above the age of 40 prefer to shop with their
children (71%).
On the basis of gender there is not much difference between men and
women in case of spouse and friends, but it can be seen that men prefer
to shop with parents and relatives over women who prefer to shop with
children.
Hence it is inferred that a high percentage of respondents prefer to shop
with friends followed by spouse in most of the cases.
CHART-4 ACCOMAPNIED BY

50

45

40

35

30

25

20

15

10

0
Spouse Parents Children Friends Relatives Alone

Male Female

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4.5. SOURCE OF KNOWLEDGE:

SOURCE OF
NO.QF RES. AGE % GENDER %
KNOWLEDGE

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


Print Ads 42 45.5 40 46.2 28.6 39.7 46.9
Hoardings 32 27.3 33.3 34.6 28.6 35.3 25

Word Of Mouth 29 36.4 28.9 15.4 57.1 30.9 25

Others 1 0 0 3.8 0 0 3.1

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100


Res - Respondents

Analyses and Inference:


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

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CHART-5 SOURCE OF KNOWLEDGE

Others

Word Of Mouth

Hoardings

Print Ads

0 10 20 30 40 50

4.6. CUSTOMER PERCEPTION TOWARDS BIG BAZAAR:

CUSTOMER

REASONS PERCEPTION

Big Store 6
Quality 7
Value For Money 27
Variety 15
Promotional Offers 11
Good 9
Provisions 4
Long Queues 3
Others 3
No Comments 15
TOTAL 100

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

CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR


30

25

20

15

10

0
No Comments
Promotional

Good
Quality

Long Queues

Others
Provisions
Big Store

Value For

Variety
Money

Offers

Big Store Quality Value For Money Variety


Promotional Offers Good Provisions Long Queues
Others No Comments

28
4.7. CUSTOMER EXPECTATION:

CUSTOMER EXPECTATION MEAN RANK

Price 4.2 4
Quality 4.67 1
Variety 4.34 2
Branded Products 3.75 6
Location 3.48 8
Store Layout 3.33 9
Exchange Facility 3.66 7
Staff Knowledge 3.99 5
Employee Behaviour 4.34 2
Total No. Of Res. 100
Res - Respondents

Analyses and Inference:


People’s expectation varies from different aspects of the store.

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

29
CHART-7 CUSTOMER EXPECTATION

12% 12%

11% 14%

10%
12%

9% 10%
10%

Price Quality Variety


Branded Products Location Store Layout
Exchange Facility Staff Know ledge Employee Behaviour

4.7.1 CUSTOMER EXPECTATION (AGE):

CUSTOMER AGE %

EXPECTATION <20 20-30 30-40 40<


M R M R M R M R
Price 4.2 1 4 5 4.3 4 5 1
Quality 4.2 1 4.8 1 4.9 1 5 1
Variety 4 4 4.4 2 4.5 2 4.7 4
Branded Products 3.5 9 4.2 3 3.6 7 2.6 7
Location 3.6 8 3.5 8 3.8 6 2.1 9
Store Layout 3.8 7 3.4 9 3.1 8 2.6 7
Exchange Facility 3.9 6 3.8 7 3.1 8 3.4 5
Staff Knowledge 4 4 4 5 4.2 5 3.3 6
Employee Behaviour 4.2 1 4.2 3 4.5 2 5 1
Total No. Of Res. 22 45 26 7
Res - Respondents, M - mean, R - rank

Analyses and Inference:


The above table analyses the customer expectation on the basis of age.
It is seen that the teenagers and old people have similar preferences i.e.
price, quality and employee behaviour are the most important followed by
variety and staff knowledge. Whereas among the middle aged quality,

30
variety and employee behaviour are more important than the price. Store
layout, exchange facilities and location take a back seat in all the age
groups.

It is inferred that quality, variety, employee behaviour, price and staff


knowledge are the most important factors.

CHART-4.7.1 CUSTOMER EXPECTATION (AGE)

0
Variety
Price

Employee
Exchange
Quality

Behaviour
Location

Store Layout

Knowledge
Products
Branded

Facility

Staff

<20 20 -30 30-40 40<

4.7.2 CUSTOMER EXPECTATION (GENDER):

GENDER %
CUSTOMER
EXPECTATION MALE FEMALE

(GENDER)

M R M R
Price 4.22 4 4.16 5

31
Quality 4.62 1 4.78 1
Variety 4.29 2 4.44 2
Branded Products 3.72 6 3.81 6
Location 3.35 8 3.75 7
Store Layout 3.13 9 3.75 7
Exchange Facility 3.63 7 3.72 9
Staff Knowledge 3.78 5 4.44 2
Employee Behaviour 4.29 2 4.44 2
Total No. Of Res. 68 32
Res - Respondents, M - mean, R - rank

Analyses and Inference:


The-above table analyses the customer expectation on the basis of
gender.
There is not much difference in the preference of males and females in
case of quality, variety, employee behaviour and branded products. It is
seen that the staff knowledge, location and store layout are more
important for females as compared males who prefer low prices and good
exchange facilities is inferred that quality, variety, employee behaviour,
price and staff knowledge 3 the most important factors.
CHART-7.2 CUSTOMER EXPECTATION (GENDER)

32
0
1
2
3
4
5
6

Price

Quality

Variety

Branded
Products

Male
Location

Female
Store Layout

Exchange
Facility

Staff
Knowledge

33
Employee
Behaviour
4.8. PRODUCT SATISFACTION:

PRODUCT NO.OF AGE % GENDER %

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

SATISFACTION RES.

Yes 93 90.9 91.1 96.2 100 92.6 93.8


No 7 9.1 8.9 3.8 0 7.4 6.3

Total No. Of Res. 100 22 45 26 7 68 32


Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents

Analyses and Inference:


A customer becomes a loyal customer only if he is satisfied with the
products.

The above table analyses the product satisfaction of the respondents at


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

34
above the age of 40 years are the most satisfied customers.

120

100

80

60

40

20

0
<20 20-30 30-40 40<

Yes No

4.9. PRODUCT LOCATION

PRODUCT AGE % GENDER %


NO.OF RES.
<20 20-30 30-40 40< MALE FE MALE
LOCATION

Yes 11 18.2 4.4 19.2 0 5.9 21.9


No 89 81.8 95.6 80.8 100 94.1 78.1
Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100


Res - Respondents
Analyses and Inference:

A customer would be satisfied only if he is able to locate the product he


wants to buy.
From the above table it can be analysed that 89% of the respondents do
not find it difficult to locate a product in Big Bazaar, and only 11% face
problems to find the required product.

35
On the basis of age the teenagers and the middle aged group (30-40) find
it more difficult to locate a product as compared to young adults and
respondents above the age of 40.

On the basis of gender it can be clearly seen that the females (21.9%) find
it more difficult to locate a product as compared to males (5.9%).
Hence it can be analysed that most of the customers are satisfied by the
product availability, with males between the age of 20-30 and above 40
being the most satisfied respondents.

9.0 Product Location Chart

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

Male Female

4.10. HELPFUL SIGNAGE:

HELPFUL NO.OF RES. AGE % GENDER %


SIGNAGE <20 20-30 30-40 40 MALE FE MALE
Yes 97 95.5 97.8 80.8 <
100 94.1 78.1
No 3 4.5 2.2 19.2 0 5.9 21.9
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100

36
Res - Respondents

Analyses and Inference:


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

10. Chart for Helpful Signage

100

80

60

40

20

0
MALE FE MALE

Yes No

4.11 CUSTOMER PERCEPTION TOWARDS PRICE:

TOTAL
PRICE

MEAN RANK
Provisions 2.49 1

37
Fruits And Vegetables 2.57 2
Crockery, Utensils, Plastic 2.63 3
Apparel 2.71 4
Total No. Of Res. 100
Res - Respondents, M - Mean, R - Rank
Analyses and Inference:
Price is the most important factor a customer looks for while shopping.
The above table analyses the customer perception towards the prices of
various products at Big Bazaar.
Accordingly the customers find the prices very reasonable (the weighted
means are between 2.49-2.71). The price of provisions are rated the least,
followed by fruits and vegetables, then crockery, utensils and plastic and
finally apparel.
It is inferred that the respondents are most satisfied with the price of
provisions and least satisfied with the price of apparel.

10. Customer Perception Towards Price

2.75

2.7

2.65

2.6

2.55

2.5

2.45

2.4

2.35
Provisions Fruits And Crockery, Apparel
Vegetables Utensils, Plastic

Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel

38
4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE):

PRICE (AGE) AGE %

<20 20-30 30-40 40<

M R M R M R M R
Provisions 2.55 3 2.62 2 2.38 1 1.86 1
Fruits And 2.5 1 2.69 3 2.54 2 2.14 2
VegetablesUtensils &
Crockery,
2.5 1 2.71 4 2,54 2 2.86 3
Plastic

Apparel 2.95 4 2.58 1 2.69 4 2.86 3


Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R - rank

Analyses and Inference:


The above table analyses the customer perception towards the prices of
various products at Big Bazaar on the basis of age.

It is seen that the teenagers find the prices of fruits & vegetables and
crockery, utensils & plastic most satisfactory whereas the rest find the
prices of provisions most satisfactory. Most of the respondents are
dissatisfied with the prices of apparel except respondents between 20-
30yrs.
It is inferred that the respondents are most satisfied with the price of
provisions and least satisfied with the price of apparel. Aver all the prices
are satisfactory.

39
11. Customer Perception Towards Price (Age)

3.5

2.5

1.5

0.5

0
<20 20-30 30-40 40<

Provisions Fruits And Vegetables Crockery, Utensils & Plastic Apparel

4.11.2. CUSTOMER PERCEPTION TOWARDS PRICE (GENDER):


GENDER %
PRICE (GENDER)
MALE FEMALE
M R M R
Provisions 2.62 4 2.22 4
Fruits And Vegetables 2.71 2 2.28 3
Crockery, Utensils, Plastic 2.66 3 2.56 1
Apparel 2.88 1 2.34 2
Total No. Of Res. 68 32

Res - Respondents
Analyses and Inference:
The above table analyses the customer perception towards the prices of
various products at Big Bazaar on the basis of gender.
Accordingly the males are satisfied with the prices of apparel, fruits and

40
vegetables, crockery, utensils, plastic and provisions (in that order) as
compared to the females who find the prices of crockery, utensils &
plastic and apparel cheaper than fruits & vegetables and provisions.

It is inferred that both the genders have similar perception of the prices at
Big Bazaar.
11. Customer Perception Towards Price (Gender)
3.5

2.5

1.5

0.5

0
Provisions FruitsA nd C rockery, A
pparel
V
ege tables Utensils,P lastic

M
ale Female

4.12 AWARENESS OF PROMOTIONAL OFFERS:

AWARENESS NO.OF AGE % GENDER %


OF RES. <20 20-30 30-40 40< MALE FEMALE
PROMOTIONAL
OFFERS
Print Ads 63 54.5 68.9 53.8 85.7 63.2 62.5
At The Store 23 22.7 17.8 38.5 0 22.1 25
Word Of Mouth 18 31.8 15.6 11.5 14.3 19.1 15.6
Total No. Of 100 22 45 26 7 68 32
Res. % Of
Total 100 100 100 100 100 100 100
Res.- Respondents
Res
Analyses and Inference:
Promotional offers are successful only when the prospective customers
are aware of them.
From the above table it can be analysed that 63% of the respondents got

41
to know about the promotional offer at Big Bazaar through print ads. 23%
of the respondents were introduced to the offers at the store and followed
by 18% by word of month.
On the basis of age most of the respondents in all age groups got to know
about the promotional offers through print ads, 38.5% of the respondents
between the age group of 30-40 were introduced to the offers at the
store.
There was not much difference on the basis of gender.

Hence it can be inferred that print ads is the most successful medium of
advertising offers and discounts for big bazaar, at the store displays also
play an important role.
12. Awareness Of Promotional Offers

90

80

70

60

50

40

30

20

10

0
<20 20-30 30-40 40<

Print Ads At TheStore WordOf Mouth

4.13 ADVANTAGE OF PROMOTIONAL OFFERS:

ADVANTAGE OF NO.OF AGE % GENDER %


RES.
PROMOTIONAL <20 20-30 30-40 40< MALE FE MALE
OFFERS
Yes 87 100 86.7 73.1 100 91.2 78.1
No 13 0 13.3 26.9 0 8.8 21.9

42
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents

Analyses and Inference:


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

4.14 CUSTOMER PERCEPTION:

CUSTOMER PERCEPTION TOTAL

MEAN RANK

Price 3.77 1
Quality 3.61 4
Variety 3.77 1
Branded Products 3.23 8
Location 3.69 3
Store Layout 3.61 4
Exchange Facility 3.37 7
Staff Knowledge 3.22 9

43
Employee Behaviour 3.4 6
Total No. Of Res, 100
Res - Respondents
Analyses and Inference:
People’s perceptions and expectation from different products vary, and
they are satisfied only if they get what they want.

The above table indicated the perception of the respondents at Big Bazaar
about various factors. Accordingly the respondents are highly satisfied
with the price, variety, location and quality. Whereas they are not content
with the staff knowledge, branded products, exchange facilities and
employee behaviour.

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

3.8

3.7

3.6

3.5

3.4

3.3

3.2

3.1

2.9

Price Quality Variety


Branded Products Location Store Layout
Exchange Facility Staff Knowledge Employee Behaviour

44
4.14.1 CUSTOMER PERCEPTION (AGE):

CUSTOMER PERCEPTION AGE %

(AGE) <20 20-30 30-40 40<


M R M R M R M R
Price 4.5 1 3.4 6 3.38 5 4.86 1
Quality 3.45 4 7
3.8 2 3.58 2 2.57 8
Variety 3.64 3 7
3.7 3 3.85 1 3.86 5
Branded Products 3.45 4 8
3.4 8 2.81 8 3 7
Location 3.36 7 3.8 1 3.54 3 4 3
Store Layout 3.45 4 9
3.6 4 3.42 4 4.29 2
Exchange Facility 4 2 9
3.4 8 2.81 8 3.29 6
Staff Knowledge 2.86 9 3.4 6 3.15 7 3 7
Employee Behaviour 3.09 8 7
3.4 5 3.35 6 4 3
Total No. Of Res. 22 9
45 26 7
Res - Respondents, M - mean, R - rank
Analyses and Inference:
The above table analyses the customer perception on various factors at
Big Bazaar the basis of age.
It is seen that the teenagers find the price, exchange facilities and variety
more satisfactory as compared to the other factors. The middle age group
is satisfied with the location, quality, variety and store layout, and old
people are satisfied with the price, store layout, employee behaviour and
location as compared to the other factor.
It is inferred that people at different age levels have different priorities
and the price, variety and location are the most satisfactory.

45
14.1 CUSTOMER PERCEPTION (AGE) Chart:

0
Staff Knowledge

Behaviour
Price

Location

Exchange

Employee
Quality

Products

Store Layout
Variety

Branded

Facility

<20 20-30 30-40 40<

4.14.2 CUSTOMER PERCEPTION (GENDER):

CUSTOMER PERCEPTION GENDER %

(GENDER) MALE FEMALE


M R M R
Price 3.65 4 4.03 1
Quality 3.68 3 3.47 7
Variety 3.69 1 3.94 2
Branded Products 3.29 7 3.09 9

46
Location 3.69 1 3.69 3
Store Layout 3.65 4 3.53 5
Exchange Facility 3.26 8 3.59 4
Staff Knowledge 3.22 9 3.22 8
Employee Behaviour 3.34 6 3.53 5
Total No. Of Res. 68 32
Res - Respondents, M - mean, R - rank
Analyses and Inference:
The above table shows the analyses of customer perception on various
factors at Big Bazaar on the basis of gender.

It is seen that the males are most satisfied with the variety, location,
quality and price (in that order) as compared to the females who are
highly satisfied with the price, variety, location and exchange facilities.
It is inferred that price, variety and location are the most satisfactory
factors in both the genders.
14.2 Customer Perception Gender Chart:

4.5

3.5

2.5

1.5

0.5

0
Price Variety Location Exchange Employee
Facility Behaviour

Male Female

47
4.15 AGE:
AGE NO. OF RESPONDENTS % OF RESPONDENTS
BELOW 20 22 22
20-30 45 45
30-40 26 26
40 AND ABOVE 7 7
TOTAL 100 100

Analyses and Inference:

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

45
40
35

30
25

20

15

10

0
BELOW 20 20-30 30-40 40 AND ABOVE

BELOW 20 20-30 30-40 40 AND ABOVE

48
4.16. GENDER:

NO. OF RESPONDENTS % OF
RESPONDENTS

GENDER

MALE 68 68

FEMALE 32 32

TOTAL 100 100

Analyses and Inference:

The above table analyses the gender wise classification of the


respondents at Big Bazaar.
It is seen that 68% of the respondents are males and 32% are females.
It is inferred that the survey group was not distributed evenly on the
bases of gender and there were more males as compared to females.
MARITAL STATUS:

MARITAL STATUS NO. OF RESPONDENTS %OF RESPONDENTS

MARRIED 42 42
SINGLE 58 58
TOTAL 100 100

Analyses and Inference:


The above table analyses the marital status of the respondents at Big
Bazaar.

49
It is seen that 42% of the respondents are marries and 58% are single.
It is inferred that the survey group was evenly distributed on the bases of
marital status.
17. Marital Status

42%

58%

MARRIED SINGLE

4.17. MONTHLY FAMILY INCOME:

MONTHLY FAMILY NO. OF % OF


INCOME RESPONDENTS RESPONDENTS

< 10000 9 9
10001-20000 18 18
20001-30000 28 28
30001 < 45 45
TOTAL 100 100
Analyses and Inference:
The above table analyses the monthly family income of the respondents
at big bazaar.

45% of the respondents have a monthly family income of Rs. 30000 and
above, 28% fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000,
and 9% of the respondents below Rs. 10000.

It is inferred that the respondents are not evenly distributed on the basis
of monthly family income and a high percentage of the respondents have

50
a family income of 30000 and above.

18. Monthly Family Income Chart

20%

49%

31%

10001-20000 20001-30000 30001 <

1. Comparison between Customer Expectation Customer


Satisfaction:
5.1. Customer Expectation and Customer Satisfaction:

FACTORS Customer Customer Status


Price Expectation
4 Satisfaction
1 Highly Satisfied
Quality 1 4 Dissatisfied
Variety 2 1 Satisfied
Branded 6 8 Dissatisfied
Products
Location 8 3 Highly Satisfied
Store Layout 9 4 Highly Satisfied
Exchange 7 7 Equilibrium
Facility
Staff Knowledge 5 9 Highly Dissatisfied
Employee 2 6 Highly Dissatisfied
Behaviour
Findings:
It was found that the respondents are highly satisfied with respect to
price, location and store layout; They are satisfied with the variety of
products and the exchange facilities; they are dissatisfied with the quality

51
and availability of branded products; and highly dissatisfied with staff
knowledge and employee behaviour. Today the consumer looks beyond
price as it can be seen that price is rated 4, other factors such as quality,
employee knowledge and behaviour, variety have become more
important. Big Bazaar is successful in satisfying its customers with low
prices, good location and variety of products but the quality & employee
knowledge and behaviour are not very satisfactory.

10

0
Staff Knowledge

Behaviour
Price

Location

Exchange

Employee
Store Layout
Quality

Products
Variety

Branded

Facility

Customer Expectation Customer Satisfaction

1. Most of the respondents visit big bazaar at least once a month, with
Middle- aged men being the main visitors.
2. Weekends are preferred over weekdays, with middle aged men
being most comfortable wit this time.
3. Most of the respondents prefer to shop in the evening, with young
males preferring this time over the others.
4. A high percentage of respondents prefer to shop with friends
followed by spouse in most of the cases. It was also seen that age
plays an important role in deciding the company for shopping.
5. Print ads are the most successful medium through which people

52
were aware of Big Bazaar, and females below 40 years are most
influenced by it.
6. Respondents have a positive image about Big Bazaar. Most of them
are satisfied with the price, variety and promotional offers, a few
were not happy with the long queues at the billing section.
7. The products at Big Bazaar are doing well and a high percentage of
the customers are satisfied with them, females above the age of 40
years are the most satisfied customers.
8. Most of the customers are satisfied by the product availability, with
males between the age of 20-30 and above 40 being the most
satisfied respondents.
9. The signage at big bazaar is helpful to most of the customers and
the satisfaction level is highest in old age groups and males.
10. The respondents are most satisfied with the price of provisions and
least satisfied with the price of apparel. Over all the prices are
satisfactory.
11. Print ads is the most successful medium of advertising offers and
discounts for big bazaar, at the store displays also play an important
role.
12. The promotional offers at Big Bazaar are doing well, the
teenagers and old people take full advantage of these offers and
the males are more attracted to the offers.
13. High percentages of the respondents are in the 20yrs-30yrs
age group.
14. On The bases of gender there were more males as compared
to females.
15. The survey group was evenly distributed on the bases of
marital status.
16. Majority of the respondents have a monthly family income of
above 30000, which means that upper middle class is also targeted.
Suggestions:

The marketing mix of Big Bazaar could be more concentrated on the

53
apparel section, as it is comparatively less satisfactory with. The provision
section is already doing well and gaining customers through word of
mouth publicity; hence during promotions the apparel section could be
more highlighted. Branded and designer labels could also be introduced.

In general Big Bazaar is positioned as a low priced and good quality store.
But it is only the low price which has clicked with the customers i.e. the
consumer regards Big Bazaar as a store for reasonable price and not good
quality; hence efforts must be made to improve the perception of the
consumers regarding the quality of the products.

During the peak hours (weekends & evenings) the customers face
problems due to less billing counters and less number of employees to
attend to them, hence increase in the number of billing counters and sales
person during peak hours is recommended.
In general the store layout is satisfactory, but in certain places it is
congested and the products are not placed properly due to this a few
products go unnoticed, hence a more spacious an well planned store
layout is recommended.

Most of the customers are introduced to the discounts only after they visit
the store, hence during advertisements the discounts should be
highlighted and efforts must be made to make them known to the
prospective buyers.

The employees have an upper hand in what the customers buy and what
they perceive about the store. It was seen that a high percentage of the
respondents are not satisfied with the employee knowledge and their
behaviour. Employees should be trained well and they should have
complete knowledge about the products and the promotional offers
running in the store. This could be done by introducing communication
workshops; awards such as employee of the year could also be
introduced. The employees should be more patient, helpful and customer

54
friendly.

55
CONCLUSION

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

From the survey conducted on the customers' perception towards the


marketing mix of Big Bazaar the following can be concluded regarding the
P's:

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

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

Customers are delighted with the location of Big Bazaar as it is located in


the most intensely populated area of Hyderabad.

Big Bazaar has been successful in keeping up its promise of providing


value for money goods, but today customers look beyond price, such as
quality, employee behaviour, store atmosphere etc. Big Bazaar has scope
for improvement in these yields.

56
BIBLIOGRAPHY

Marketing Management
- Philip Kotler
Consumer Behaviour
- Leon G. C. Schiffman
- Leslie Lazar Kanuk

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

NEWSPAPER
Times of India
Business Times- The Strategist

MAGAZINES
Business Today

57
QUESTIONNAIRE

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

1. How often do you visit BIG BAZAAR:


( ) weekly once, ( ) fortnightly once, ( ) monthly once,
( ) quarterly once, ( ) during special events, ( ) first time.

2. When do you shop at BIG BAZAAR:


( ) weekdays, ( ) weekends,( ) anytime,

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

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


friends, ( ) relatives, ( ) alone.

5 How did you come to know about BIG BAZAAR: ( ) print ads, ( )
hoarding,( ) word of mouth, others_________________________

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


7. How important are the following factors while shopping: 1-not at all
important, 5-very important.
RATING 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE LAYOUT

58
EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

8. Are you satisfied with the products available a BIG BAZAAR:


( ) yes, ( ) no, if no reasons:____________________

9. Do you find it difficult to locate a product that you need:


( ) yes, ( ) no, if yes reasons_________________

10. Is the signage in the store helpful: ( ) yes, ( ) no, if no reasons:

11. What do you think about the prices at BIG BAZAAR:


VERY SAME AS VERY
RATINGS LOW HIGH
LOW OTHERS HIGH

PROVISIONS

FRUITS AND VEGTABLES

CROCKERY, UTENSILS &


PLASTIC
APPAREL

12. How did you come t know about the promotional offers at BIG
BAZAAR:
( ) print ads, at the store, word of mouth, others:_________________

13. Do you take advantage of the promotional offers at BIG BAZAAR:


( ) yes, ( ) no, if no reasons:_______________________
14. How satisfied are you regarding the following factors at
BIG BAZAAR: 1-highly dissatisfied, 5- highly satisfied.
RATINGS 1 2 3 4 5

PRICE

59
QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE
LAYOUT
EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

Problems/suggestions:_
15. Name: _____________________________

16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above.

17. Gender: ( ) male, ( ) female

18. Marital status: ( ) married, ( ) single


19. Monthly family income (Rs):( ) below 10000, ( ) 10001-20000, ( )
20001-30000, ( ) 30001 and above.

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