A Project Report on

Marketing Strategy of Big Bazaar

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 INTRODUCTION

Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal
achieving a sustainable competitive advantage. Strategic planning involves an analysis of the
company's strategic initial situation prior to the formulation, evaluation and selection of market-
oriented competitive position that contributes to the company's goals and marketing objectives.
Scholars continue to debate the precise meaning of marketing strategy. Consequently, the literature
offers many different definitions. On close examination, however, these definitions appear to centre
around the notion that strategy refers to a broad statement of what is to be achieved. The marketing
strategy informs the marketing plan, which is a document that lays out the types and timing of
marketing activities. A company’s marketing strategy should have a longer lifespan than any
individual marketing plan as the strategy is where the value proposition and the key elements of a
company’s brand reside. These things ideally do not shift very much over time. Marketing strategy
involves mapping out the company's direction for the forthcoming planning period, whether that be
three, five or ten years. It involves undertaking a 360° review of the firm and its operating
environment with a view to identifying new business opportunities that the firm could potentially
leverage for competitive advantage. Strategic planning may also reveal market threats that the firm
may need to consider for long-term sustainability. [9] Strategic planning makes no assumptions about
the firm continuing to offer the same products to the same customers into the future. A marketing
strategy grows out of a company’s value proposition. The value proposition summarizes
the competitive advantage a company has in its market. The value proposition usually provides the key
message for all marketing. Walmart, for example, is a discount retailer with “everyday low prices,”
and its business operations and marketing revolve around that. A company is never creating a
marketing strategy from scratch.
The distinction between “strategic” and “managerial” marketing is used to distinguish "two phases
having different goals and based on different conceptual tools. Strategic marketing concerns the choice
of policies aiming at improving the competitive position of the firm, taking account of challenges and
opportunities proposed by the competitive environment. On the other hand, managerial marketing is
focused on the implementation of specific targets." [3] Marketing strategy is about "lofty visions
translated into less lofty and practical goals [while marketing management] is where we start to get our
hands dirty and make plans for things to happen." [4] Marketing strategy is sometimes called higher
order planning because it sets out the broad direction and provides guidance and structure for the
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marketing program.

OBJECTIVES OF THE STUDY

 To understand the marketing strategy of Big Bazaar.
 To analyze how well the company’s marketing strategies attract customers.
 To understand the expectations and requirements of customers.
 To understand how Big Bazaar convert consumers into customers . (edited)

SCOPE OF THE STUDY

Most business people agree that good planning is essential for business success. A marketing plan is a
detailed roadmap that outlines all your marketing strategies, tactics, activities, costs and projected
results over a period of time. The plan keeps your entire team focused on specific goals - it's a critical
resource for your entire company. It takes time to develop a marketing plan. This study is moreover
focused towards the marketing strategy of big bazaar and the study is being confined to last 10 years.

METHODOLOGY OF THE STUDY

 Observing the marketing mix adopted by the company.
 Preparing a questionnaire and distributing it to the customers of Big Bazaar and knowing their
responses.
 Analyzing the responses received by questionnaire method of 200 people (edited)
 The study is based on secondary data as well as primary data(edited), which have been collected
from different journals, papers, bulletins, magazines, annual reports and through internet also.
 The data is being analyzed with the help of important statistical techniques.

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LIMITATION OF THE STUDY

 The study is based on a questionnaire method by including 100 people(edited)

 The study has been conducted within the boundaries of a particular branch of big bazaar
 The study has not been related to any other supermarkets.

COMPANY PROFILE

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 BIG BAZAAR

Parent Group Future Group

Owner Kishore Biyani (CEO)
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail

Big Bazaar is an Indian retail store that operates as a chain of hypermarkets, discount department
stores, and grocery stores. The retail chain was founded by Kishore Biyani under his parent
organization Future Group, which is known for having a significant prominence in Indian retail and
fashion sectors. Big Bazaar is also the parent chain of Food Bazaar, Fashion at Big
Bazaar (abbreviated as fbb) and eZone where at locations it houses all under one roof, while it is sister
chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.

Founded in 2001,[3] Big Bazaar is one of the oldest[4] and largest hypermarkets chain[5][6] of India,
housing about 250+ stores in over 120 cities and towns across the country. BIG BAZAAR is a public
type of retailing industry Founded in 2001 Headquarters in Mumbai Maharashtra, India Product :-
Hypermarket Revenue :-11000 crore (US$1.7 billion) crores (in 2012) (Big Bazaar and Food Bazaar
combined) Employees :- 36000 people Parent.

Big bazaar is a chain of shopping malls in India. Big bazaar offers a wide range of merchandise
including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast
food and leisure and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big bazaar in 2002 and is now present
within every Big Bazaar as well as in independent locations.
A typical Big Bazaar is spread across around 50000 sq. feet of retail space. While the larger
metropolises have Big Bazaar family centers measuring between 75000 sq. feet and 160000 sq. feet.
Big bazaar express stores in smaller towns measure around 30000 sq. feet. Led by its flagship
enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in 71 cities
and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail

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employs around 30,000 people and is listed on the Indian stock exchanges. The company follows a
multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In
the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of
seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that
combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore.
The group’s specialty retail formats include, books and music chain, Depot, sportswear retailer, Planet
Sports, electronics retailer, eZone, home improvement chain, Home Town and rural retail chain,
Aadhaar, among others. It also operates popular shopping portal.

Future Capital Holdings, the group’s financial arm provides investment advisory to assets worth over
$1 billion that are being invested in consumer brands and companies, real estate, hotels and logistics. It
also operates a consumer finance arm with branches in 150 locations.

The central objective for earlier businesses of Big Bazaar w was to bring in stability and consolidation.
They were built to enforce order. However, in the new era where nothing remains constant, the
dominant theme for businesses needs to be speed and imagination. The new macro-differentiator can
be design. Design is helping companies to sell differentiated experiences and solutions that connect
with the consumer’s emotions. It’s no longer about selling products and services alone. Nor is it just
about completing transactions. Every time a customer walks in, it is an opportunity to build a
relationship and invite the customer to become a part of the transformational scenario. Design
management is helping us position the customer at the center of every decision we take and also
operate with true entrepreneurial spirit.

India’s National Council for Applied Economic Research estimates that the nation’s middle class
population currently comprises about 17 million households – 90 million people – with annual
earnings ranging between $4,500 (£2,400) and $22,000 (£11,736). An additional 287 million could be
termed as ‘aspirers’ or those that hope to join the middle class in the near term. Rising incomes,
particularly in the lower and middle-income households, are impacting retail growth in India as these
groups tend to spend more on upgrading and diversifying their lifestyles, eating out and moving on to
processed and convenience foods.

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The large and growing young working population is a preferred customer segment for Big bazaar.
These young people are early adopters of most modern product lines. The ongoing boom in sectors
such as information technology and business process outsourcing has created a clientele with high
disposable income and a increased demand for lifestyle merchandise such as watches, cosmetics and
perfumes. This is a much-travelled and brand-savvy urban population. Interestingly, an estimated 40-
50% of the Indian working woman’s salary is spent on apparel and footwear. Eating out, mobile
phones and accessories make up the other leading spending options. Big Bazaar specifically target
young, working professionals, home makers who are primary decision maker.

All our lines of business are consumer centric and I believe that if we are to be in the larger consumer
space, we would need to keep changing, evolving and accordingly be flexible in our business plans.
Consumers are the same everywhere; we are only bound by our social systems. Their desires, greed’s
and needs are similar. The value for money proposition is so ingrained in the Indian consumers mind
that he needs to be shown true value all the time. Therefore, all our current and future businesses
would necessarily have the common denominator as the consumer. All our alliances and relationships
with many companies have been built, keeping the synergies of business and consumer offerings in
mind.

Future Group is a corporate group and nearly all of its businesses are managed through its various
operating companies based on the target sectors.[8] For e.g., retail supermarket/hypermarket chains Big
Bazaar, FBB, Food Bazaar, Food Hall, Hometown etc. are operated by its retail hand, Future Retail
Ltd, while its fashion outlets Brand Factory,Central, Planet Sports etc. are operated via another of its
subsidiaries, Future Lifestyle Fashions.[10] With these many fashion outlets and supermarket, the group
also promotes respectively, its fashion brands like Indigo Nation, Spalding, Lombard, Bare etc., and
FMCGs like Tasty Treat, Fresh & Pure, Clean Mate, Ektaa, Premium Harvest, Sach etc. It also has
operating companies to cater specifically to internal financial matters and consulting within its group
of companies.

1. IMAGE OF THE COMPANY AMONG CUSTOMERS

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“Is se sasta aur accha kahin nahi” Nothing captures the sprit of Big Bazaar better than this one liner. It
is a simple statement and yet it positioned at the top of Indian customers mind. It shows that big bazaar
was built on the foundation of entrepreneurship and simplicity. They believe in service and value for
the customers. They consider that it is their only duty to keep customer in mind at every step, they go
that extra mile and buy directly from source in bulk so that they can get best rates by keeping the
margin low
Big Bazaar is constantly on the lookout for finding new ways and means to improve the current state
of affairs. Thus, innovation is a very important aspect of their working strategy. The other very
important philosophy is that of Indian lifestyle. All the concepts and formats as well as the way of
doing things are very Indian. The way Big Bazaar is designed and the way the whole concept has
developed reflects a sense of Indian day today lifestyle.

2. SERVICES OFFERED BY BIG BAZAAR

Big Bazaar provides a wide range of services to its customers like Trial rooms , elevators, car parking ,
security, baggage counter , trolleys so that one could shop easily
They even provide them with after sale services in case of buying electronic items. One of the major
service provided by them is one stop shop as one could get a whole range of items under one shop and
at the most reasonable price. They always have their outlets in such a location where it is easy to
commute.
They have also given major emphasis to convince for customers in which layout has played a major
role. The layout of the store is so effective that customers find their way out of what they want. Big
Bazaar provides good employee service i.e their salesmen are always redy to provide help. Employee
service is often neglected as part of good retail marketing but customer and employee interaction can
be used as the significant tool for retail marketing.

3. VISUAL MERCHANDISING

Visual merchandising at Big Bazaar uses “Store display for promotional purpose, but as customers are
becoming more sophisticated, Big Bazaar has found various techniques for effective display for
providing information and communicating image of the store to the customers, helping them in taking

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purchase decision and creating exciting shopping environment” Big Bazaar not only uses visual
merchandising for promoting their product, but they use it as a significant tool for creating
appropriate store environment and influencing purchase decision of customers.
They use danglers and hoardings at the entrance of the store as this may be a deciding element in a
consumer’s decision to enter a store. It uses various visual merchandising like it uses remarkable
window display for creating a shopping environment as it creates initiative impression in the mind of
customers as window display also sometimes become a deciding factor whether to enter the store or
not .

Retailers develop visual merchandising in order to relate customer’s social life with the product,
arouse their personnel interest for the product. “Retailers can use combination of elements of in store
display; such as colour, texture, lighting, fixtures, graphics, signage.”

4. PROMOTIONS

Big Bazaar uses various promotional strategies like the prices on Wednesdays are very low compared
to other retailers, this helps is bringing in a huge number of customers they even have a concept of
“BIG DAY” which means they give huge discounts to their customers on the 26 TH of Jan and on 15TH
August. On such days they come up with promotional offers like bring old items from your house and
take huge discounts and freebies.

They come up with offers like

School Jao Khushi Khushi:

 Discounts on all school requirements like school bags, water bottles & lunchboxes.
 lWin a pencil case with every purchase worth Rs. 500 & above
 lSend us your experience of the “Best day that you had in school” – the most humorous one
will get a free shopping trip worth Rs 1,000/-
 lLucky draw – shop for Rs 1,000 & above, drop in your kids name into our drop box – 10
lucky kids will get 30% off on an NIIT course
 lShop for Rs 500 & above, drop in your kids painting the best painting will get sponsored
for an art course.

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 Khushi ki barsaat:

 “Discounts ki barish” – various discounts across the board

 Special discounts on raincoats & umbrellas
 Lucky Draw – On purchases worth Rs. 1000 & above – drop in your name into our drop
box & you could be one of the 3 families to enjoy the rains in Goa.
 Purchase goods worth Rs 500 – complete the slogan – I love the rains in Mumbai
because… & win you own customized umbrella – get your friends & family photograph screen printed
on it.

Steal a deal:

 Each object will have their individual price-tags.The consumer bargains on the MRP with the
counter sales girl. The counter sales girl will be given a “lowest bargain” slip for each piece of
merchandise. The consumer who is able to match the best “low bargain” walks away with her goodies.

5. TARGET MARKET

1. Big Bazar targets higher and upper middle class customers

2. The large and growing young working population is a preferred customer segment
3. Big Bazar specially targets working women and home makers

6. MISSION & VISION OF BIG BAZAAR

1. Future Group shall deliver Everything, everywhere, every time for every Indian Consumer in the
most profitable manner.
2. We share the vision and belief that our customers and stakeholders shall be served only by creating
and executing future scenarios in the consumption space leading to economic development
3. Big Bazaar target to upper middle class and higher customers.
4. The large and growing young working population is a preferred customer segment.
5. Big Bazaar specially target working women and home maker who are the primary decision maker.

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7. PRODUCT ASSORTMENTS

1. Large number of categories

2. Brand options
3. Local brands
4. Diverse merchandise
5. Customizable Product with consumer needs

8. HISTORY OF BIG BAZAAR

Big Bazaars journey began in October 2001, when the young, first generation entrepreneur Kishore
Biyani opened the countrys first hypermarket retail outlet in Kolkatta (then Calcutta). In the same
month, two more stores were added one each in Hyderabad and Mumbai, thus starting on a successful
sojourn which began the chapter of organized retailing in India.
Speaking on this momentous occasion and remembering the days of conceptualising the hypermarket
idea Mr. Kishore Biyani said, We initially decided to name the format as Bazaar because we had
designed the store keeping the Indian mandi style in mind. Since the size of the hypermarket was big
than an average mandis, the thought came to name it as Big Bazaar.However, we had freezed on the
punch line Isse Se Sasta Aur Achha Kahi Nahi much before we met the creative agency to design the
final logo of Big Bazaar.
Though, Big Bazaar was started purely as a fashion format including apparel, cosmetics, accessory and
general merchandise, the first Food Bazaar format was added as Shop-In-Shop within Big Bazaar in
the year 2002. Today, Big Bazaar, with its wide range of products and service offering, reflects the
aspirations of millions of Indians.
The journey of Big Bazaar can be divided into two phases one pre and the other post January 26th,
2005, when the company rewrote the retail chapter in India, with the introduction of a never-before
sales campaign Sasbe Sasta Din. In just one day, almost the whole of India descended at various Big
Bazaar stores in the country to shop at their favourite shopping destination.
Further, what followed was the time and again rewriting of the Indian Retail experience, wherein
understanding of the Indian consumers reflected in the products and services offered, creating
innovative deals, expanding in the tier II and tier III towns, tying up with branded merchandise to offer
exclusive products and services to its customers.
Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. retail space and driving
over 110 million footfalls into its stores. The format is expecting the number of footfall in the storesto
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increase by over 140 million by this financial year. Over the years, Mr. Biyani for his vision and
leadership, and Big Bazaar for its unique proposition to its customers, have received every prestigious
consumer awards both nationally and internationally.
Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is important in our
journey is not the number of stores, but the customers faith in us. Its the India and the Indians, which
have helped us, reach this feat in such a short time span and today our country is creating a history in
the World organized Retail.
Rajan Malhotra, who is also the first employee of Big Bazaar, joining the organization in early 2001
adds, Since beginning, we have kept Big Bazaar as a soft brand, which reflects the India and the
Indianess. We believed in growing with the society, participating and celebrating all regional and local
community festivals, giving customers preferences above everything else.

THE EVOLUTION…
The Past
1. Aggressive expansion – into new geographies, categories and businesses
2. Established leadership in all key consumption centers and in all key categories for modern retail
3. Created multiple businesses and established our footprint across the country
4. Leverage scale, size & knowledge acquired to drive home efficiencies & productivity in the
business

The Present
1. Focus on profitable growth in key consumption categories - fashion, food, general merchandise and
home
2. Focus on free cash flows, a deleveraged balance sheet, maintain low gearing ratios, and improve
working capital management
The Future
1. Three independent entities focused on hypermarket, fashion and food / distribution
2. Growth fueled through internal accruals
3. Create India’s dominant players in hypermarket & fashion businesses
Milestones Achieved:

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  Divesture of the financial services business to Warburg Pincus – Completed
 Divesture of stakes in insurance business –Initiated with L&T and IITL and expected to
be closed by September’13
 Demerger of Pantaloons business and deleveraging of balance sheet through transfer of
Rs 1,600 of debt – Completed
 Demerger and consolidation of lifestyle fashion business into an independent entity–
Completed

DATA INTERPRETATION AND ANAYLYSIS

1. Income wise distribution of customers coming to Big Bazaar
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%

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Analysis:

The above diagram shows the distribution of income level of customerscoming in to big bazaar.
Among the 200 respondents 50% of customers are of middleincome level that is between Rs20000 –
60000. Least number of customers visiting Big bazaar are the higher income level people that
constitute only 5%. The lower incomelevel of people coming to big bazaar constitutes of 20%. 25% of
people belong to noincome group which mostly consists of students.

Interpretation:
Big bazaar is the hub of shopping for middle level income group people because of its reasonable price
on its each product category. The higher-levelincome group people don’t prefer to do shopping in big
bazaar, as it doesn’t deal with branded products. The higher-level income group people are very status
conscious andtheir psychology is such type that they don’t prefer much to visit big bazaar, as it is
discounted store. The lower income group people come in to big bazaar as they get good sat a
discounted price. Hence big bazaar should include branded products in its product category, which will
encourage higher income group people to come in to big bazaar. Probably not much of lower income
group people come to big bazaar as they don’t like to have any shopping experience rather they just go
for nearby store where they can get their necessity goods. Even they purchase goods on a regular basis
on a small quantity. So they don’t have much interest to come to big bazaar and do shopping

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2. Purpose behind visiting Big Bazaar
Shopping 60%
Outing 10%
Both 30%

Analysis:

O u t o f t h e 2 0 0 r e s p o n d e n t s 6 0 % o f r es p o n d e n t s v i s i t b i g b a z a a r f o r shopping, 10%
for outing and 30% visit big bazaar for both the purposes.

Interpretation:

From this I interpret that big bazaar is purely a shopping complex but it also facilitates a
certain kind of ambience and decorum to the people that they also visit it for the purpose of outing.
The infrastructure and ambience of big bazaar is so that people even like to go there even also they
don’t have to purchase anything. People enjoy doing shopping in big bazaar. This is very nice
for it as often customers purchase some goods while moving I the building
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3. Demand for other retail outlets at mall
Garment Outlet 40%
Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%

Analysis:

The above graph shows that 40% of people visit garment outlet in a mall other than that of
big bazaar. 20% of people also prefer to visit food court in a mall other than big bazaar. 15% of the
people go to footwear outlet in a mall other than big bazaar.10% of people also go to mall for
entertainment purpose. Some people that are 15% each also visit gift corner store and jewellery &
watches store in a mall other than big bazaar.

Interpretation:
From this analysis I come to know that most of the people tend tovisit garment outlets in a mall
other than big bazaar as it has some exclusive branded outlets. People also go for footwear
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stores as malls have branded footwear stores in it. People go for watching movies to mall
for entertainment. Yet a few people visits gift corners and jewellery stores in a mall. This
is of course a threat for big bazaar that it is not able to attract customers from other retail outlets
and retain them with it. Big bazaar should definitely include more of branded products in its
product category in order to bring in the customers of mall to it and retain them with it. It
can include some of the exclusive branded outlets of cloths and jewellery in it in order to attract the
brand choosy customers.

4. Products mostly purchased by customers in big bazaar

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

Analysis:

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This graph shows that cloths and grocery are the only two items on whichcustomers mostly prefer the
brands that is 40% each. 33% brand preference is on giftitems and 25% is on electronic items.
Brand preference on leather items is 2% and 12%on any other item.
Interpretation:
From this I interpret that some of the products brand are predecidedin advance and for some of the
products customers don’t at all predecide any brand. As per electronic goods are concerned customers
predecide the brand as many brandedelectronic products are available in big bazaar. The customers
predecides brands oncloths and grocery most as big bazaar produces much of local brands and also
have somewell known branded products of clothes with it like flying machine jeans.

5. Method Of Payment
Cash Payment 73%
Credit card 21%
Debit card 6%

Analysis:
As per my study is concerned, out of the total respondents 73% of peoplemake cash payment in big
bazaar. 21% of them uses credit card as their mode of paymentand 6% of the people makes payment in
big bazaar through their debit card.
Interpretation:

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As per the obtained data I interpret that maximum number of people makes cash payment in big
bazaar. A fraction of people uses their credit card for payment in big bazaar and a very few people
uses their debit card for payment. I caninterpret that quick exchange of money for goods is done in big
bazaar as most of the people mode of payment is cash payment. Hence some times big bazaar has to
wait for a short time period as some of the customers make their payment through credit and debit
card.

6. Expenditure pattern of customers coming in to big bazaar

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

Analysis:
We can clearly see from this graph that majority of the customers spend a lot in big bazaar that is 29%
of people spend more than Rs2000 in a single visit to big bazaar. Equal number of people that is 22%
of people each spend Rs 1000-1500 and Rs 1500-2000 respectively in a visit to big bazaar.16% of
people spend Rs 500-1000 and only 11% of customers are there who spends less than Rs500 in their
visit to big bazaar.
Interpretation:
From this I interpret that most of the customers purchase goods in bulk which leads them to spend a
lot. Volume sales are high in big bazaar. Customers tend to purchase more goods from big bazaar as it

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provides goods at a discounted rate. Probably those persons who spend more in a visit to big bazaar
are purchasing on a monthly basis. Those customers who are spending very less money that is below
Rs 500 are mostly coming in just to move around big bazaar and spend time. In the process they used
to spend money on food items and also purchase some products while roaming in it. Impulse buying
behavior of customers comes in to play to a large extent. More discounts shall be provided to people
who does bulk purchase. This will encourage people to purchase more products.
7. 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%

Analysis:
People spend a lot of time in shopping in big bazaar. Majority of the respondents (35%) said that they
spend at least 1 hour to 1 ½ hours in big bazaar. 22% respondents also said that they spend 1 ½ hours
to 2 hours in their visit to big bazaar. Only 10% of people said that they spend very little time that is
less than half an hour in big bazaar.
Interpretation: As per the given data I interpret that customers are very product choosy now a days
and that’s why they spend a lot of time in shopping in big bazaar. Probably customers might even be
spending more time in big bazaar as it provides a very nice ambience and atmosphere for the people to

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shop in. Hence those persons who spend half an hour or less than half an hour in big bazaar are those
persons who just come to purchase limited products and come only because of low pricing of products.
People also spend much time in it but purchase very few goods. The sales personnel should focus on
the people who take long time in shopping and purchases a lot and provide special kind of service to
them as they are the major customers.
8. Comparison of footfalls in weekdays and weekends

Weeks days 40%

Weekends 60%

Analysis:
The above graph shows that more number of people comes to big bazaar in weekends than that of
week days .40% of people visits big bazaar in weekdays where as 60% of people visit big bazaar in
weekends.

Interpretation:
I can clearly interpret from this that most of the people tend to visit big bazaar in weekends rather than
that of week days. There are more footfalls in big bazaar in weekends than that of week days. Though
there is not much difference as 40% of people visit big bazaar in week days hence in weekends the
footfall increases by 10%. As people come more in weekends, so big bazaar should keep it open for
more time in week ends. The infrastructure can be changed a bit in week ends so that customers can
see more products clearly and can move around comfortably. In order to bring in more number of
customers in week days big bazaar should provide some schemes in week days which will encourage

21
people to come in to it in week days also. Hence the crowd is more in weekends and big bazaar should
avail more parking spaces for its customers in weekends. It can make some temporary arrangement for
parking every weekend. It should not spend much money in advertising and displaying of products in
weekdays rather it should advertise and display products more in weekends as more number of people
comes in weekends.

9. Customers preference of timing to visit big bazaar

10 A.M - 1 P.M 8%

1 P.M – 3 P.M 17%

3 P.M – 6 P.M 35%

6 P.M – 10 P.M 40%

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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.

Interpretation:
From the above analysis I interpret that evening time is the peak time for big bazaar and day time is
the off peak time for big bazaar. There is more number of people found in big bazaar during evening
time than that of day time. Probably more of products are being sold during evening time in big bazaar
than that of day time. Big bazaar shall provide some special offerings during day time so that more
people should come in during day time. It could offer some special kind of product in daytime which
will be not available during evening time. In this way it will bring in more number of people during
day time for getting the special kind of products but along with that it will be able to sale other
products as people do a lot of impulse buying at big bazaar.

10. Comparison of customers purchasing with planned list of products and purchasing products
on unplanned basis

Yes 50%
Analysis:
No 40% As shown
in Ever 10% the graph
out of my
total respondents of 350, 50% of customers come to big bazaar with a planned list of products. 40% of
people come in to big bazaar without any planned list of products to be purchased from big bazaar.

Interpretation:
As per the data obtained from the customers of big bazaar I interpret that most of the customers comes
in to big bazaar with a planned list of products. Few customers come to big bazaar without any
planned list of products and purchases products depending on their selection. These people basically
come to the mall and hence get in to big bazaar. Depending on the product category and brand and
quality of products they purchases goods. Some couples come to mall and go to food bazaar to have

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food together and to have chit chat among them. The customer who comes with a planned list of
products purchases more products than that of the customers who comes without any planned list of
products. So big bazaar should provide more variety and essential goods so that more number of
people should come in with a planned list of products.

11. Brand preference of customers in big bazaar

Yes 10%
No 50%
Depends on category 40%

Analysis:
As seen in the above chart it is clearly known that only 10% of people come in to big bazaar with a list
of brands in advance. 50% of people completely deny that they don’t prepare in list of brand in
advance. 40% of people told that they prepare a list of brand depending on the product category.

Interpretation:
From this I interpret that customers don’t opt for much brand preference while purchasing products in
big bazaar. A few customers search for brands but depending on the product category. Customers
probably don’t decide for brands on products as there are not much of known branded products
available at big bazaar. On product categories like grocery and clothes, big bazaar has many local
branded products. Customers purchase a lot of these as its cheap in price even though its quality is not
so good. As most of the customers belong to lower class and middle class people, they purchase those
local branded products as it gives them value for money. Different products of the same category have

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different prices. Quality of products varies with the price. This enables customization of products for
various types of customers. Customers search for brands mostly in apparel section. Some customers
also pre decides the brand on the local manufactured grocery and food products of big bazaar. Big
bazaar should include more of the branded products in its each category so that customers have more
options to choose among the brands. This will bring in more number of people to big bazaar which
will definitely increase the sales.
12. Services of the sales personnel in Big Bazaar
Very good 17%

Good 29%
Ok 36%
Poor 13%
Very poor 5%

Interpretation:
From this I interpret that 36% customers realize service of sale personnel in Big Bazaar is OK, 29%
realize good, 17% realize Very Good, 13% realize Poor and 5% customers is very dissatisfied with
sales personnel’s in Big Bazaar.

13. Comparison of Big bazaar with others Organized retailers based on following points
Retailers Price Service Variety Quality Convenience Shopping Experience
Ambience
Big bazaar 45% 50% 55% 52% 54% 46% 58%
O. Org. Retails 55% 50% 45% 48% 46% 54% 42%

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

14. THE WEDNESDAY SALE

Big bazaar introduced a concept of Wednesday sale to increase its sales figure by a huge margin.
Following are some of the statistical analysis of Wednesday sale:
 44% of the people do their clothing
 Shopping in Big Bazaar.
 53% of the housewives do their
 food items shopping in Big Bazaar
 on Wednesday.
 62% of the people visit big bazaar due to low prices and discounts.

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27
Analysis:
The above graph shows that the respondents are highly agreeing to the fact that they will do more and
more shopping on Wednesday sales by which the sales figure of Big bazaar will increase. Wednesday
sale vastly impacts on its customer base by providing huge discounts on food items and clothes. Big
bazaar potentially concentrate on its clothing department on Wednesdays to give more and more
discount to its customers. The customer base of big bazaar is large enough to take that discount for
granted and hence help in increase the sale of the company.
Interpretation:
From the above graph it interpreted that customers are more interested in Wednesday sales, as they get
huge discounts on food, clothing, electronic etc. The above graph shows that there is an increase in the
sale of food items and clothes as the company provides more discount on those products. Besides all
of this there were some high class people who remained neutral during this Wednesday sale.

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FINDINGS

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

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

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

4. Big Bazaar mainly deal with middle income group people who want qualitative product with
reasonable cost.
5. Big bazaar has a good reputation of itself in the market.
6. Big bazaar has positioned itself in the market as a discounted store.
7. Big bazaar holds a huge customer base. The majority of customers belong to middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in big bazaar.

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2. SUGGESTIONS
 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.
 It should make different cash counters for different customers. Cash counter and credit card
payment counter should be placed differently in order to reduce the rush and save the customer’s time.
This will be a kind of motivator for the customers of big bazaar.
 The service of the sales person is needed to be improved. Personal care should be taken by the
sales person for the customers so that the customers feel good.
 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.
 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.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to
big bazaar during those days.

Conclusion
Big bazaar is a major shopping complex for today’s customers. It is a place where customers find
variety of products at a reasonable price. Big bazaar has a good reputation of itself in the market. It has
positioned itself in the market as a discounted store. It holds a huge customer base. The majority of
customers belong to middle class family. The youth generation also likes shopping and moving around
big bazaar. Volume sales always take place in big bazaar. Impulse buying behavior of customers comes
in to play most of the times in big bazaar.
Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary,
food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items,
chocolates and many more. It competes with all the specialty stores of different products which
provide goods at a discounted rate all through the year. It holds a large customer base and it seemed

30
from the study that the customers are quite satisfied with big bazaar. As of now there are 34 big
bazaars in different cities of India, it seems that there is a vast growth of big bazaar lying as customers
demand is increasing for big bazaars.
Big bazaar is a hypermarket store where varieties of products are being sold on different product
category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one roof. In
Delhi it is the middle class people who mostly do marketing from big bazaar. Even most of the people
do their monthly shopping from big bazaar. People not only visit big bazaar to do shopping but also
visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls
they just tend to move around big bazaar whether it is for shopping purpose or for outing purpose.
Grocery, apparels and food items are the products which are demanded most by the customers of Delhi
in big bazaar. The major drawback of big bazaar is that it lacks in providing enough parking space for
its customers. This may discourage the customers to come to big bazaar and shop as they face
difficulty in parking their vehicles. Even though some customers say that they don’t feel problem in
parking their vehicle, it is because of the parking space available to them by the mall. As it is surveyed
it seems that the biggest competitors of big bazaar are the kirana stores, discounted specialty stores
like Vishal mega mart, Delhi bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka
Bazaar etc.

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 Bibliography

BOOKS
► Kotler Philip, marketing management, (Pearson education, 12th edition)
► Malhotra K. Naresh, marketing research (An applied orientation), Research design, (Prentice hall of
India pvt. 5th edition)
► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
► Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

INTERNET WEB PAGE

 Bigbazaar.co.in
 Organizedretail.co.in
 Retail seminar. In
 Scribd.com
 Retailing.co.in

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 Wikipedia.org
 Slideshare.net

Questionnaire
Respected Sir/Madam
I am conducting a survey of 50 customers of Big Bazaar. All the data will be kept confidential and will
be used only for analysis of the project. I request you to tick the option which in your opinion believes
to be true.

Customers’ Name
Age:

1. Monthly Income Level

Below Rs.10000
Rs.10000-Rs.20000
Rs.20000 –Rs.30000
Above Rs.30000
2. How frequently do you visit big bazaar
Twice in a week
Once in a week

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During special offers
Whenever the need arises
3. Are you happy with the location of big bazaar
Yes
No
4. Does the Wednesday sale really affects your purchasing style
Agree
Strongly agree
Disagree
Not really

5. Which media influence you to buy from big bazaar?

Hoardings
Newspapers
Television
Brochures
6. How is the customer assistance in big bazaar?
Good
Satisfied
Average
Any other
7. What is your satisfaction level rate about “services” provided byBig bazaarHghly satisfied
Satisfied
Neutral
Not satisfied at all
8. Do you think that the service of discount offered by big bazaar attracts you for impulsive
buying?
Yes
No
9. Do you feel that the goods sold in big bazaar are relatively morecostly than that of other
malls?
Yes

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No

10. Rank the following features that encourage your purchase in bigbazaar on a scale of 1-10
Quality goods
Price
Promotional tools used
Location
Facilities
Good brand
Ambience
Convenience
11. What is your overall satisfaction level rate about services of big bazaar?
Highly satisfied
Satisfied
Neutral
Dissatisfied
12. Which promotional offers do you expect from big bazaar in the near future?
Discount offer
Coupons
Free gifts
Credit card discount

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