INDUSTRY AND COMPANY PROFILE

Industry profile:

Retail means selling goods and services in small quantities directly to customers.
Retailing consists of all activities involved in marketing of goods and services directly to
consumer for their personnel family and household use.

Types of Retailing:

A. Store retailing: The mode of retailing where a store is essential in a particular

location to do business. Store retailing can be performed in different formats. They are:

1) Specialty store: The stores carry large amount of merchandise but in a limited product
Lines like Textile store or furniture store. For example, Tanishq a jewellery retail store.

2) Department store: In this retail format apparel, home furnishing and consumables
goods and services are sold. Each of the formats is considered as a different department
and Managed in the retail store. For example, Shoppers stop of Raheja group.

3) Supermarkets: According to Philip Kotler supermarkets are a relatively large, low cast,
low margin, high volume, self service operation designed to serve the consumer’s total

needs for food and house hold products. For example, Food world of RPG group.

4) Convenience store: These stores are very near to customer residence. Usually carry
day today products of high turnover at premium price. For example, Reliance fresh

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 5) Discount store: These stores sell products at low prices with low margin. The
store achieves their profit by generating high volumes. Subhiksha, a south India based
retailer

6) Off price retailers: This type of retailer buys the goods less than wholesale prices. These
products are sold less than retail prices. For example, factory outlets in Yamuna Nagar.

7) Super stores: These are very large stores where customer can purchase food and non
food products. The super store includes category killers that carry large merchandise in
Particular category. Another type of super store format exists in India is Hypermarkets.

B. Non store retailing: The mode of retailing where a company uses electronic media or
Direct selling medium to sell their products. For example, direct selling, Telemarketing,
Automatic vending, online retailing and direct marketing.

Follows this format.

The Indian retailing industry is becoming intensely competitive, as more and more players
are serving for the same set of customers. The major retail players are Pantaloon Retail,
Shoppers Stop, Reliance, etc.

Retailing is one of the biggest sectors and it is witnessing revolution in India. The new
entrant in retailing in India signifies the beginning of retail revolution. India's retail market
is expected to grow tremendously in next few years. According to AT Kearney, The
Windows of Opportunity shows that Retailing in India was at opening stage in 1995 and
now it is in peaking stage in 2008. India's retail market is expected to grow tremendously
in next few years. India shows US$330 billion retail market that is expected to grow 10% a
year, with modern retailing just beginning. India ranks first in 2005.

2
Sector Details:

In India, the most of the retail sector is unorganized. In India, the retail business
contributes around 10 percent of GDP of this, the organized retail sector accounts only for
about 5 percent share, and the expected annual growth rate is 5% per annum and remaining
share is contributed by the unorganized sector. The main challenge facing the organized
sector is the competition from unorganized sector. Unorganized retailing has been there in
India for centuries, theses are named as mom-pop stores.

According to A T Kearney, the organized retailing is expected to be more than $23 billion
revenue by 2010. In organized retailing will grow faster than unorganized sector and the
growth speed will be responsible for its high market share, which is expected to be $ 17
billion by 2010-11.

This organized retail sector mix includes supermarkets, hypermarkets discounted stores
and specialty stores, departmental stores. For example, Spencer network has 69 stores,
which includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer
Daily’s. Now the company is planning to open 20 stores in 10 cities in six months.

The top 10 retailers account only for 2% of total market, today modern retailing is
expected to enter a boom phase, which has major players and these players might capture
10% of total market, within next five years.

Pantaloon

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Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 7 million square feet of
retail space, has over 1000 stores across 51 cities in India and employs over 25,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar,
a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look,
touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and
quality and Central, a chain of seamless destination malls. Some of its other formats
include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10,
Bazaar, Star and Sitara. The company also operates an online portal, future bazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, Collection , selling home furniture products and E-Zone
focused on catering to the consumer electronics segment. Pantaloon Retail was recently
awarded the International Retailer of the Year 2007 by the US-based National Retail
Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail
Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering to the
entire Indian consumption space.

Future Group

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Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.

The group’s flagship company, Pantaloon Retail (India) Limited operates over 7 million
square feet of retail space, has over 1000 stores across 53 cities in India and employs over
25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central,
Food Bazaar, Home Town, e-Zone, Depot, Future Money and online retail format,
futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generally India Indus
League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and
Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset
management and consumer credit. It manages assets worth over $1 billion that are being
invested in developing retail real estate and consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major, Generally French
retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based
Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.

Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every

5
Indian Consumer in the most profitable manner.” The group considers ‘Indian-nests’ as a
core value and its corporate credo is - Rewrite rules, Retain values.

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are
present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics.

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Led by its flagship enterprise, Pantaloon Retail, the group operates over 11 million square
feet of retail space in over 63 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloon Retail 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 Balgalore.

The group’s specialty retail formats include, books and music chain, Depot, sportswear
retailer, Planet Sports, electronics retailer, E-zone, home improvement chain, Home Town
and rural retail chain, Aadhar, among others. It also operates popular shopping portal,
futurebazaar.com.

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 11 million square feet of
retail space, has over 1000 stores across 63 cities in India and employs over 30,000 people.

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The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar,
a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look,
touch and feel of Indian bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls. Some of its other formats
include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10,
bazaars and Star and Sitar. The company also operates an online portal, futurebazaar.com

COMPANY PROFILE

Big Bazaar:

Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd.,
which in turn is a segment of the Kishore Biyani, regulated Future Group of Companies.
Moreover the customer friendly ambiance and the organized retailing of products also
make Big Bazaar one of the successful retail companies in India.

Big Bazaar a part of the Pantaloon Group, is a hypermarket offering a huge array of goods
of good quality for all at affordable prices. Big Bazaar with over 50 outlets in different
parts of India, is present in both the metro cities as well as in the small towns.

Big Bazaar has no doubt made a big name in the retail industry of India, moreover
shopping here is further made a memorable experience with the varied rates of discounts
on products as well as discount vouchers available in a variety of amounts, like INR 2000,
INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and
accessories.

The variety of product range in Big Bazaar:

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 This large format store comprise of almost everything required by people from different
income groups. It varies from clothing and accessories for all genders like men, women
and children, playthings, stationary and toys, footwear, plastics, home utility products,
cosmetics, cocker, home textiles, luggage gift items, other novelties, and also food
products and grocery.

The added advantage for the customers shopping in Big Bazaar is that there are all time
discounts and promotional offers going on in the Big Bazaar on its salvable products.

The significant features of Big Bazaar:

Shopping in the Big Bazaar is a great experience as one can find almost everything under
the same roof. It has different features which caters all the needs of the shoppers. Some of
the significant features of Big Bazaar are:

 The Food Bazaar or the grocery store with the department selling fruits and
vegetables

 There is a zone specially meant for the amusement of the kids


 Furniture Bazaar or a large section dealing with furniture




 Electronics Bazaar or the section concerned with electronic goods and cellular
phones

 Future Bazaar.com or the online shopping portal which makes shopping easier as
one can shop many products of Big Bazaar at the same price from home

 Well regulated customer care telecalling services.

Innovations:

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Wednesday Bazaar:

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte Ka

Sabse Sasta Din”. It was mainly to draw customers to the stores on Wednesdays, when
least number of customers are observed. According to the chain, the aim of the concept is
"to give homemakers the power to save the most and even the stores in the city a fresh
look to make customers feel that it is their day".

Sabse Sasta Din

Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a
day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006
and the result

was exceptional that police had to come in to control the mammoth crowd. The concept
was such a huge hit that the offer was increased from one day to three days in 2009 (24 to
26 Jan) and to five days in 2011 (22-26 Jan) and 23-27 Jan in 2013.

Maha Bachat

Maha Bachat was started off in 2006 as a single day campaign with attractive promotional
offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual
campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer

The Great Exchange Offer

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On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the
customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can
redeem these coupons for brand new goods across the nation.

STRATEGY:

3-C Theory

According to Kishore Biyani's 3-C theory, Change and Confidence among the entire
population is leading to rise in Consumption, through better employment and income
which in turn is creating value to the agricultural products across the country. Big Bazaar
has divided India into three segments:

India one: Consuming class which includes upper middle and lower middle class (14%
of India's population).

India two: Serving class which includes people like drivers, household helps, office
peons, liftmen, washer men, etc. (55% of India's population) and India three: Struggling
class (remaining 31% of India's population). While Big Bazaar is targeted at the
population across India one and India two segments, Aadhaar Wholesale is aimed at
reaching the population in India three segment. With this, Future Group emerged as a retail
destination for consumers across all classes in the Indian society. Most Big Bazaar stores
are multi-level and are located in stand-alone buildings in city centres as Well as within
shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led
primarily by fashion and food products.

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 50,000 square feet (4,600 m2) of retail space. While the
larger metropolises have Big Bazaar Family centres measuring between 75,000 square feet
and 160,000 square feet, Big Bazaar Express stores in smaller towns measure around

11
30,000 square feet. Big Bazaar has the facility to purchase products online through its
official web page, and offers free shipping on some of their products.

Work flow model:

Manufacturer

Head office,

Logistics Mumbai

Branch office,

Bangalore

Customers

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Promoter:

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group. He is deciding all things about big bazaar.

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Board of directors

1. Managing Director

Mr kishore Biyani

2. Wholetime Director Mr

Gopikishan Biyani

Mr Rakesh Biyani

3. Director

Mr Shailesh Haribhakti

Mr S.Doreswamy

Mr Darlie Koshy

Mr Anil Harish

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Vision, Mission and Quality Policy:

VISION:

“To deliver Everything, Everywhere, Every time to Every Indian Customer in the most
Profitable manner”.

MISSION:

1 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.

2 We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.

QUALITY SERVICE:

Composed of those characteristics and features of a product or service or process which

are needed to satisfy customer needs, or achieves fitness for use . Service Quality : Used in
both customer care evaluations and in technological Evaluations. The quality of service
has to do with measuring the incidence of errors within a process that result in the creation
of issues for an end user. Importance of quality in Service: Understand and improve
operational processes. Identify problems quickly and systematically. Establish valid and
Customer Service With Reference to Big Bazaar,YamunaNagar reliable service performance
measures. Measure customer satisfaction and other performance outcomes.

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Products profile:

This large format store comprise of almost everything required by people from different
income groups. It varies from clothing and accessories for all genders like men, women
and children, playthings, stationary and toys, footwear, plastics, home utility products,
cosmetics, crockery, home textiles, luggage gift items, other novelties, and also food
products and grocery. The added advantage for the customers shopping in Big Bazaar is
that there are all time discounts and promotional offers going on in the Big Bazaar on its
saleable products.

Some product least:

Table showing big bazaar product least:

Home and
Apparels Food Farm produce Chill station
personnel care

Denims & tea

Shirts Staples Fruits Soft drinks Shampoos

Fabrics & cut Packaged

pieces Ready to eat Vegetables juices Detergents

International
Formal wear food Imported fruits Milk items Soaps

Casual wear Spices Dairy products Frozen foods Liquid wash

Party wear Imported bazaar Ice creams Creams

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 Ethnic wear Tea & coffee Deodorants

Accessories Home cleaners

Under
garments Utensils

Night wear Plastics

Dress material Crockery

Saris Sundries

The significant features of Big Bazaar

Shopping in the Big Bazaar is a great experience as one can find almost everything under
the same roof. It has different features which caters all the needs of the shoppers. Some of
the significant features of Big Bazaar are:

 The Food Bazaar or the grocery store with the department selling fruits and
vegetables.

 There is a zone specially meant for the amusement of the kids.

 Furniture Bazaar or a large section dealing with furniture’s Electronics Bazaar or the
section concerned with electronic goods and cellular .

 Future Bazaar.com or the online shopping portal which makes shopping easier as one can
shop many products of Big Bazaar at the same price from home.

Area of operation:

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India’s top organised retailers including Future Group and Reliance Retail are roping in
local kirana-walas to expand operations and widen product reach, but small traders remain
sceptical of their moves.

While Mukesh Ambani-led Reliance Retail has quietly speeded up expansion of its
wholesale cash-and-carry stores, Kishore Biyani-promoted Future Group is running its Big
Bazaar Direct Programme, under which a small grocery shop owner can become a
franchisee for the big retailer.

Industry analysts say big organised retail stores may not be successful everywhere,
especially in small catchment areas, and therefore, pushing products, especially higher
margin private brands, through other channels such as local trade helps growth.

Infrastructure facility:

Infrastructure creation Care to be taken to maintain proper inventory levels and the
varieties and offer the customer what is needed rather than offering what is
available.(Brands like Nike, Adidas, Reebok, etc)

Create smarter merchandising and supply networks: Share information, synchronizes

activities, and work more efficiently.

Build smarter operations: Retain the best employees, increase productivity, and streamline
processes. Deliver a smarter shopping experience: Increase brand equity, improve
customer loyalty, and boost profits

Added on facilities like Home Delivery and to an extent credit it plays an important role in
Customer Acquisition and retention programs.

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 Competitors information:

 RELIANCE FRESH

Reliance Fresh is the convenience store format which forms part of the retail business of
of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to
invest in excess of Rs 25000 crores in the next 4 years in their retail division. The
company already has in excess of 560 reliance fresh outlets across the country. These
stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products. A typical Reliance Fresh store is approximately 3000-4000 square. Feet and
caters to a catchment area of 1-2 km Reliance Fresh, Reliance Mart, Reliance Digital,
Reliance rendz,Reliance Footprint, Reliance Reliance Footprint, Reliance Wellness,
Reliance Jewels, Reli ance Timeout and Reliance Super are various formats that Reliance
has rolled out.

 SPENCERS RETAIL :

Spencer's Retail is one of India’s fastest growing retail stores. It has multiple formats for retailing
food, apparel, fashion, electronics, lifestyle products, music and books. It is owned by the RPG
Group, a major business house. Established in 1996, Spencer’s is one of the popular destination for
shoppers in India with supermarkets, hypermarkets and dailies spread all over India.

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 SUBHISKHA:

Subhiksha is an Indian retail chain with more than 1400 outlets selling groceries, fruits,
vegetables, medicines and mobile phones. It was started and is managed by R
Subramanian, an IIM Ahmadabad alumni. Subhiksha plans to open 1000 outlets by
December 2008. He also plans to invest Rs.500 crore to increase the number of outlets to
2000 across the country by 2009.

 Aditya Birla Group

The Aditya Birla Group is in the League of Fortune 500. It is anchored by an extraordinary
force of over 120,000 employees belonging to 42 different nationalities. The Group has
been ranked Number 4 in the global 'Top Companies for Leaders' survey and ranked
Number 1 in Asia Pacific for 2011. 'Top Companies for Leaders' is the most
comprehensive study of organisational leadership in the world conducted by Aon Hewitt,
Fortune Magazine, and RBL (a strategic HR and Leadership Advisory firm). The Group
has topped the Nielsen's Corporate Image Monitor 2012-13 and emerged as the Number 1
corporate, the 'Best in Class'

 Odyssey (book store)

Odyssey is a chain of bookstores in India, headquartered in Adyar, Chennai. Apart from

books, the stores also sell music, movies, multimedia, stationery, toys and gifts. As of May

20
2010, Odyssey operates 56 stores across the country Odyssey opened its first bookstore in
Adyar, Chennai in 1995. Since then, the company has opened a number of outlets in more
than a dozen cities across India

Swot analysis:

1. Strengths

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 Everyday low pricing


 Point of purchase


 Experience marketing team executive staff


 Emphasis on providing total customer satisfaction


 Variety of stuff under single roof


 Maintain good employee-employer relationship



2. Weakness

 Failing revenue/sq.ft


 Unable to meet store targets


 Unavailability of popular brands




2. Opportunities

 Population of country is growing where the scope of market is kept on increasing for
retail sector.


 Evolving consumer preference

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 Organized retail presently nearly 5% in India. So it acts as a great opportunities to the
organization for its growth.

3. Threats

 Competition from organized retail players which are in market and are emerging.

 Competition from local retailers.

Big Bazaar uses 8 golden rules to deal with Customer Services.

 Answer the phone.



 Don’t make promise unless you will keep them.


 Listen to your customer.


 Deal with complaints.


 Be helpful.


 Train your staff to be always helpful, courteous and knowledgeable.



 Take the extra step.


23

 Throw in something extra.

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Customer service in buying decision process:

The process can be broadly classified into five sections;

Problem recognition:

 The buying decision process starts when it recognizes a problem or need. It can be
triggered by internal or external stimuli.

 Information search:

Based on the problem or need the consumer is inclined to search for more
information and hence he/she may collect the information from any of the following
sources; Public sources, commercial sources, personal sources and experimental sources.

 Evaluation of alternatives :

Based on the information collected through various sources, the consumer evaluates
them on conscious and rational basis.

 Purchase decision:

After evaluating the alternatives available, the customer will be able to purchase the
product with less deliberation.

 Post purchase behaviour:

After purchasing the product, marketers must monitor post purchase

satisfaction, post purchase actions and post purchase product uses.

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Future growth & prospects:

Led by its format divisions Big Bazaar and Food Bazaar, Future Value Retail Ltd. is
subsidiary of Future Retail Ltd. that has been created keeping in mind the growth and
current size of the company’s value retail business.

Covering an operational retail space of over 9 million square feet, the company operates
163 Big Bazaar stores and 186 Food Bazaar stores, among other formats, in over 95 cities
across the country. As a focused entity driving the growth of the group's value retail
business, Future Value Retail Ltd. will continue to deliver more value to its customers,
supply partners, stakeholders and communities across the country and shape the growth of
modern retail in India from 2015.

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 INTRODUCTION TO TOPIC

1. Theoretical background of the study

Market As the world Spain into the next millennium, their things are always omnipresent
in the universe. Market is one of them. The role of market is very important to all of us.
Any one, who has need for something, cannot keep away from the influence of the market.
The markets are so intimately connected with day to day and we know the difficulties
when the markets do not operate on a day.

Marketing

Today as we step to the 21st century, marketing as a subject as profession is going more
and more importance. Marketing is very attractive at the company, state, national and
international levels. Marketing is clearing the ladder for the company to reach its goals or
end result. Marketing is so basis that it cannot be considered as a separate function, it is the
whole business seen from the point of its final result that is from the customer point of
view.

The importance of marketing concept is being realized by many organizations. These

organizations are involving themselves in the developing marketing activities to satisfy the
needs and wants of a group of customers. The segmentation concept has helped in the
development of the new products and services and also specialization in selling is being
attained with the development of new markets and new avenues of selling. A wide variety
of consumer and producer goods have been designed for many marketing and has become
a good profession.

Customer service is the provision of services to customers before, during and after a
purchase.

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According to Turban “Customer service is a series of activities designed to enhance the
level of customer satisfaction – that is, the feeling that a product or service has met the
customer expectation."

Its importance varies by product, industry and customer; defective or broken merchandise
can be exchanged, often only with a receipt and within a specified time frame. Big Bazaar
will often have a desk or counter devoted to dealing with returns, exchanges and
complaints, or will perform related functions at the point of sale; the perceived success of

28
 such interactions being dependent on employees "who can adjust themselves to the
personality of the guest,"

Customer service plays an important role in an organization's ability to generate income

and revenue. From that perspective, customer service should be included as part of an
overall approach to systematic improvement. A customer service experience can change
the entire perception a customer has of the organization.

Customer support is a range of customer services to assist customers in making cost

effective and correct use of a product. It includes assistance in planning, installation,
training, trouble shooting, maintenance, upgrading, and disposal of a product.

Objectives of Customer Services

 Provide customers and staff with clear standards and expectations



 Ensure all customer contact reaches an appropriate conclusion


 Minimize incidences of repeat contact


 Seek to provide a seamless service for customers


 Provide equal and easy access to our services at a time, place and channel that meet
the needs of residents, businesses and other stakeholders


 Cater for customers needs irrespective of age, gender, physical or financial ability,
ethnic origin, race, religion or geographical location


 Provide a prompt, courteous and knowledgeable response to all customer enquiries.
29


 Equip our staff to provide customers with an excellent standard of service


 Enable our customers to provide feedback easily, through complaints, customer
surveys, etc

 Use customer compliments, comments and complaints to drive improvements to

service.

Good customer service is the lifeblood of any business. You can offer promotions and
slash prices to bring in as many new customers as you want, but unless you can get some
of those customers to come back, your business won't be profitable for long.

Good customer service is all about bringing customers back. And about sending them
away happy - happy enough to pass positive feedback about your business along to others,
who may then try the product or service you offer for themselves and in their turn become
repeat customers.

Big Bazaar targets to be achieved

The aim is to increase the retail business to around 35 million square feet by 2012 as
compared to 9 million square feet of now.

 To become a substantial part of every Indian’s wallet.

 To get across 40% of the population of entire nation which is now just 12%.

 To increase organized retail from 9% to at least 18-20% in next 2 years.

30
 Customer oriented Strategy

 Attracting & retaining customers.

 Uses Non- Traditional Strategy.

 Moving demo-trolley.

 Used young population as strategic blessing.

 Attractive Design, interior & good atmosphere.

31
 REVIEW OF LITERATURE

Prakash Chandra Dash (2007) studied and explodes the opportunities, challenges and
strategies of Indian retail sectors. The paper discusses the challenges like merchandising mix,
retail differentiation, supply chain management and also competition from supplier's brand in
the Indian perspective.3 Sonal Kureshi, Vandana Sood, Abraham

Koshy (2016) conducted a research study on “Comprehensive Analysis of Exclusive Brand

Store Customer in Indian Market”. The objective of the research was (a) to provide insight
about the profile of the consumers of exclusive brand store, based on their demographic and
psychographic characteristics (b) to find out differences if any between the „Browser‟ and
„Purposive‟ customers and (c) to examine the differences that emerge and draw implications
for the retaile.

Roy (2015) in his study considered several characteristics of shoppers - such as functional
shopping motivation, deal proneness, recreational shopping motivation, age, income and
family size, to be a significant influence on mall shopping frequency. Burns and Warren
(1995) opined that since the store mix and product offerings of many regional shopping malls
are very similar, often the primary discriminator between many of these centers is merely
location. Making the choice to shop at a regional shopping mall other than the one nearest to
one‟s place of residence, therefore, does not appear to be a logical choice in many instances.
Such behaviour, however, appears to be relatively common. It would appear; therefore, that
regional shopping mall choice may not always be based solely on the offerings and location
of the available shopping alternatives

Jackson (2006) in his study observed that malls have become the place where senior citizens
walk in comfort and security, where parents lead their young to Santa Clauses, where singles
court, where teenagers socialize and where everybody consumes. Indeed a new term, “Mall
Rats” has been coined to describe the legions of young people who spend their free time
cruising indoor corridors. This proliferation of uses and of customers has led to the frequent

32
observation that regional malls are the new downtowns, the centers of informal social
interactions, the successors to the traditional marketplace.

OBJECTIVES OF THE STUDY

 To study & understand the factors influence in buying behaviour of customer

service at big bazaar.

 To study various customer service practices by regard of big bazaar.

 To know the effectiveness of sales service provided by big bazaar

 To understand the customer feedback about future customer service in Big Bazaar.

SCOPE OF STUDY:

The scope of this research is to identify the buying behaviour of customers of Big Bazaar.
This research is based on primary data and secondary data. This study only focuses on
urban buying behaviour of customers. The study does not say anything about rural buying
behaviour of customer because rural status/attitude & acceptance of the rural customers
differs with urban customers. It provides help to further the research for organized retail
sector.

33
 RESEARCH METHODOLOGY

Sources of data:

a. Primary data

b. Secondary data

a. Primary Data

34
 Primary data is that which is collected fresh and thus happen to be Original in character.
The primary data is collected in the process of questionnaire and interviews of the outlets.
The primary data were derived from the answers respondents gave in the structured
questionnaire prepared by the researcher. A personal interview was conducted with the
help of a Questionnaire. The respondents were asked to give their frank opinion regarding
the concerned matter and respondents have given valuable information.

The various methods of primary data collection which is used in this study are:

 Personal or Face to Face method


 Questionnaire Method

b. Secondary Data

Secondary data is any data, which have been gathered earlier for some other purpose. Data
that have been previously collected for some project other than the one at hand.

Among the above mentioned types of data was used for the study and analysis of the
objective of this project, also the secondary to data proved to be helping hand in framing
up the industry scenario and also the relevant topics in the entire project report. For
collecting secondary data researcher used internet, news papers and Hand outs.

SAMPLING PLAN

A sample definite design is a definitive plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researched would adopt in
selecting items for the sample design is determined before data are collected. There are
many sample design from researcher can choose.

35
Here researcher doing convenience sampling. This is also known as purposive or non
probability sampling. This sampling method involves purposive or deliberate selection of
particular units of the universe for constituting a sample which represent the universe.

When population elements are selected for inclusion in the sample based on ease of access.
Since it is not possible to study whole universe, it becomes necessary to take sample from
the universe to know about its characteristics.

1. Sampling Units: Customers of Big bazaar at Jagadhri, Distt.-YamunaNagar

2. Sample Technique: Convenience non probability

3. Research Instrument: Structured Questionnaire includes multi choice answers to be

chosen by the respondents.

SAMPLE SIZE:

The survey is conducted in the city of Yamuna Nagar big bazaar, with 200 customers as
respondent.

Tools and Techniques of Data Collection & analysis

Data Analysis procedure

In order to analyze the data gathered from the survey, the weighted mean for each question
item was computed. Weighted mean is the average wherein every quantity to be averaged
has a corresponding weight. These weights represent the significance of each quantity to
be average. To compute for the weighted mean, each value must be multiplied by its
weight. Products should then be added to obtain the total value. The total weight should

36
also be computed by adding all the weights. The total value is then divided by the total
weight.

DATA ANALYSIS AND INTERPRETATION

Q. No: 1) Age Parameter.

Table No 1- Table showing Age Parameter

Age No. Of customers Percentage (%)

Below-25 66 33

26-45 120 60

Above-46 14 7

Total 200 100

Source: Primary data

ANALYSIS:

37
From the above table it shows out of 200 Respondents 66(33%) no. Of respondents visit
big bazaar are between age of 0-25, are 66 (33%), 26-45 are between the age 120 (60%)
and above 46 years are 14 (7%).

Chart No.1- Graph showing Age Parameter

Respondents

70

60
60
50

40

30 Percentage (%)
33

20

10
7

Below-25 26-45 Above-46

Source: Table No: 1

INTERPRETATION:

From the survey it is found that most of the customers who visit Big Bazaar are 26-45 age
of the customer.

Q. No: 2) Income level:

Table no. 2- Table Showing Income Level

38
Monthly Income Respondents Percentage

Below Rs. 10000 20 10

Rs.10000-20000 45 22.5

Rs.20000-30000 90 45

Above Rs 30000 45 22.5

Total 200 100

Source: Primary data

ANALYSIS:

From the survey it can be seen that out of 200 respondents surveyed 10% (20)
respondent’s income are below Rs.10000, 22.5%(45) respondent’s income are between
Rs.10000 to rs.20000, 45%(90) respondent’s age income are between Rs.20000 to
Rs.30000, 22.5% (45) respondent’s income are above Rs.30000.

Chart No.2- Graph showing income level

Monthly Income

10%

23%
Below Rs. 10000

22% Rs.10000-20000

39
 Rs.20000-30000

Above Rs 30000

45%

Source: Table No 2

INTERPRETATION:

Above graph says, 90(45%) most of the Respondents income level customers are Rs.20000
– Rs.30000. It means 90 (45%) of respondents visit out of 200 (100%).

40
Q.No:3) Education Qualifications.

Table No.3- Table showin g Education Qualifications

Education No. Of Respondents Percenta ge (%)

Under Graduate 48 24

Graduate 92 46

Post Graduate 60 30

Total 200 100

Source: Primary data

ANALYSIS:

From the above table can b e seen that, out of 200 respondents of 48(24%) respondents are under
graduate. (92)46% respondents are Graduate,(60)30% resp ondents are Post graduate.

Chart No.3- Graph showing Education level:

Respondents

92
100

80

60

41
 60
48

N o. Of Customers

40

20

Under Graduate Graduate Post Graduate

Source: Table No: 3

INTERPRETATION:

Out of 200(100%) respond ents qualification 92(46%) of graduate,

Q. No: 4) what are the factors influencing you to purchase in big bazaar.

Table No.4- Table showing factors influencing you to purchase in big bazaar:

Response No. Of Customers Percentage (%)

Price 40 20

Quality 52 26

Brand image 74 37

42
Easy availability 34 17

Total 200 100

Source: primary data

ANALYSIS:

From this statement found that 40(20%) respondents of people are Price, 52(26%) respondents of
Quality factors, 74(37%) respondents of Brand image and 34(17%) respondents of Easy
availability of big bazaar influenced to customer for buying the big bazaar products.

Chart No.4- Graph showing factors influencing customer to purchase in big bazaar

Respondents

80

70
74

60

50
52
40
40 No. Of Customers
30
34

20

10

price quality brand imageeasy availability

43
Source: Table No: 4

INTERPRETATION

According to graph says 37% (74) respondents like Brand image of the Big bazaar, it means out
of 100% of 37% like brand image.

Q. No: 5) mention what type of products do you purchase from Big Bazaar.

Table no.5-Table showing customer familiar product from Big Bazaar:

Products No. Of Customers Percentage (%)

Electronics items 45 22.5

Fashion items 65 32.5

Vegetables 50 25

Kitchen items 40 20

Total 200 100

Source: primary data

ANALYSIS:

Out of 200 respondents (22.5%) of 45 customers selecting Electronics items, 65 customers

(32.5%) said as Fashion items, 50 customers (25%) said as Vegetables and 40 customers (20%)
said Kitchen products in Big Bazaar.

44
Chart No.5- Graph showing customer which products more like from big bazaar

Respondents

35

30 32.5

25
25
20 22.5
20
15 Percentage(%)

10

Elecrtonics items Fashion items Vegetables Kitchen items

Source: Table No: 5

INTERPRETATION:
From the surveyed that graph it can be seen the price of overall products of Big Bazaar is
65(35.5%) like there Fashion items, because of more less mid age customers is shown by the
response.

Q. No: 6 Please rate according to you store character & importance of Big Bazaar.

Table No.6- Table Showing store character & importance of Big Bazaar
(Highest- 5: Lowest -1)

45
 SI Respondents

NO
Parameter Strongly Agree Neither Strongly Dis WMS RAT
Agree Agree DisAgree Agree E

1 Flexible
place
68 122 10 0 0 1
available is 4.29
there
340 488 30 0 0
2 Less
30 60 68 34 8
crowded
3.35 4
150 240 204 68 8

3 Store layout
32 100 64 4 0
is nicer 3.8
2
160 400 192 8 0
4 It easy for
customer to
20 70 88 20 2 3
find what
3.43
they needed
100 280 264 40 2

Source: Primary data

ANALYSIS:

46
According to customers out of 200 respondents 4.29 WMS said for flexible place available
is there, 3.35 WMS of less crowded, 3.8 WMS Store layout is nicer and It easy for
customer to find what they needed of 3.43 WMS is agree.

47
Q. No: 7) Please tick the according to you about Big Bazaar facility.

Table No.7- Table showing Customer like facility from big bazaar.

(5 – Highest: 1 – Lowest)

5 Providing ATM
SI Parameter
nearby Big Bazaar
NO

1 Cleanliness 6 Lift & Escalator

2 Presentation of 7 Rest room & Trail

facility room

3 Feeling of safe 8 Trolley facility

environment

4 Parking facility

48
 Excellent Good Average Fair Poor WMS RANK

112 76 10 2 0 4.49 1

560 304 30 4 0

28 140 28 4 0 3.96 5

INTERPRETATION: 140 560 84 8 0

From the data analysis and
graph can seen that out of 200 36 90 64 10 0 3.76 8

respondents said 4.45 WMS

180 360 192 20 0
rate 1st of good rank for store
cleanliness, and 3.895 for 74 76 42 8 0 4.08 2
security to customers, and this
graph says all the parameter is 370 304 126 16 0
good facility. And each
parameter of 4.07 of WMS is 78 76 38 6 2 4.25 4
excellent.
390 304 144 12 0

64 82 40 12 2 3.96 6

320 328 120 24 0

56 74 56 6 8 3.78 7

280 296 168 12 0

70 84 36 10 0 4.07 3

350 336 108 20 0

49
8) To improve upon big bazaar customer service, please rate the following 1-3.

Table No.8- Table showing improve on custome service (1- Highest: 3- Lowest)

Ranking
SI NO Factors WMS Rank
1 2 3
126 54 20
1 Staff
126 108 60 1.47 2
100 80 20
2 Facility
100 160 60 1.6 1
140 26 34
3 Store
140 52 102 1.47 2

Source: primary data

ANALYSIS:

From the above this graph can seen that about staff 1.47WMS for given rank 2nd, facility
are 1.6 WMS are given the 1st rank, finally store 1.47WMS of the 2nd rank

Chart No.8- Graph showing customer service of the staff, facility, store in the big

bazaar.
Average

50
 120
126
100
R
100 e
80
s Staff
p 80
60
o Facility
40 n 54
Store
20
d 34
i 26 20 20

0 n
Rate 1 g Rate 2 Rate 3

160 Rate
140 140

Source: Table No: 8

INTERPRETATION:

From the above table & graph can seen that out of 200 respondents gave 2nd rank is the
staff & facility of the factors, and 1st rank gave to facility of the big bazaar

Q. No: 9) To improve quality customer service. Which service you expect will add
more value for future.

Table No.9- Table showing improve quality customer service will expecting way.

Parameter No. Of customer Percentage (%)

By SMS 79 39.5

by E Mail 42 21

By Person 36 18

51
All the above 43 21.5

Total 200 100

Source: Primary data

ANALYSIS:

Survey conducted it has been observed future service quality of customer service more
expected in this way. Because 39% are using By SMS, 21% are By Email, 18% are
through By Person and 22% are using all the above.

Chart No. 9- Graph showing improve the quality service through in this parameter.

90

80

79
70

60

50

40
42 43
30 36

20

10

By SMS by E Mail By Person All the above

No. Of customer

52
Source: Table No: 9

INTERPRETATION:

From the above graph can be seen that out of 200 respondents are 79(39.5%) respondents

Q.No:10) please rate what according to your expectation from Big Bazaar.

Table No.10- Table showing customer expectation from Big Bazaar

Expectation No. Of Customer Percentage (%)

Trust & Care 82 41

Professional service quality 36 18

Immediate response 72 36

Others 10 5

Total 200 100

Source: Primary Data

ANALYSIS:

According to responding for expectation of customer service from big bazaar customer
said out of 200 respondents of 82(41%) respondents expect Trust & Care, 36(18%) of
professional Service equality, 72(36%) respondents of expects immediate response from
big bazaar and only 10(5%) respondents of expect other service from big bazaar.

53
Chart No.10- Graph showing customer expecting valuable service in big bazaar

Respondents

90

80
82
70
72
60

50

40
No. Of Customer
30 36

20

10
10

Trust & Care Professional Immedaite others

service quality response

Source: Table No: 10

INTERPRETATION:

From the above table & graph says out of 200 respondents of 82(41%) respondents more
expect from big bazaar of Trust & care is always good expectation.

Chart No.11- Graph showing improve the need of customer service which will help to
future.

Respondings

54
 4.5
4 4.45

3.5 3.93 3.87 3.78

3 3.46 3.57 3.66

2.5
2
1.5
1
0.5

0 WAM

Source: Table no: 11

INTERPRETATION:

Out of 200 Respondents have rated rank 1st for providing cool drinks as a innovative
customer service to improve the need of the customer followed by home delivery service,
every floor billing service and floor helper.

55
 FINDINGS

1. 60% of the respondents fall in 26-45 years category

2. 90 (45%) of total respondents Income level are Rs.20000 – Rs.30000.

3. 46% of the respondents are Graduate.

4. 35.5 % (71) of the respondents are private employees

5. 36 % (72) of the respondents visit big bazaar once in a week.

56
6. 37% (74) respondents are influenced by the Brand image of the Big bazaar
followed by Quality, Price

7. (35.5%) 65 of the respondents like there Fashion items.

8. 36% (72) of the respondent rate good for the customer response.

9. (71%)142 of the respondents yes, whether customers are taking enough signs in the
store to provide needed information in navigation

10. Respondents have given 1st rank for friendliness staff parameter as factor for
customer to respond to customer service.

11. 44% (88) of the respondents gave good opinion for store cleanliness of Big Bazaar.

12. 67% of the respondents are interested in online shopping as one among the
facilities looking out with Big Bazaar

13. 40% of the respondents like the SMS service which can improve the quality
customer service provided by the big bazaar.

14. 82(41%) of the respondents expecting trust and care from the Big Bazaar.

15. 88% (176) of the respondents are happy with the service provided by big bazaar.

16. 126 respondents gave 2nd rank is the staff & facility of the factors.

57
 LIMITATIONS OF THE STUDY

 Insecurity limiting access to the population of concern



 The lack of time to carry out a survey



 The lack of funding necessary to carry out a survey



 The lower priority for carrying out a survey because of competing urgent tasks


 Due to company’s policies certain information is not sharing.

58
 SUGGESTION

1) Providing ATM facility nearby big bazaar.

2) Retail business is successful only when they have a good customer services.
Customer loyalty can only be gain by providing good or satisfied services to the
customers.

59
 3) Most respondents take on the spot decision of buying different products because of
the various attractive products displays. So visual appealing store interiors can
concentrate on increasing its aesthetics

4) Most of the respondents are interested in online shopping so the company can take
the orders online

5) Most of the respondents are expecting the future services like providing cool
drinks, floor helper and providing home delivery from the Big Bazaar so they can
provide future service to the customers.

6) To enhance the staff efficacy Proper training should be provided to the staff so that
they can deal with customer efficiently

7) Various offers can be provided to them to attract new customers like

 Follow everyday low pricing strategy (EDLP).


 They can opt for weekly coupon system as it holds more of the loyal
customers.

60
 CONCLUSION

Big bazaar, a part of future group is a hypermarket offering a huge array of goods of
good quality for all at affordable prices. Big bazaar with over 140 outlets in different part
of India is present in both the metro cities as well as in small towns.

From the research, we can conclude that Big Bazaar has one of the major retail industries
in India which has good Working environment and also the various facilities have been
provided to increase the customer services. The employees accept their responsibility
wholeheartedly and perform the services in well manner that satisfied the customers and
accept that it is their responsibilities to carry out a part of the activities of the company
which has created a healthy & strong relationship between employees and managers

The study has helped me to understand the various Customer service in Big Bazaar and
an opportunity to redefine them to meet organisational objectives. So far the overall
customer service of the Big Bazaar is good. In order to maximise Big Bazaar reach
ability amongst different customers and beat the competition customers have given
positive opinion for providing cool drinks, Home delivery concept, Online shopping as a
innovative customer service to improve the need of customers which may boost its
reputation among rivals

61
62
63
64
 BIBLIOGRAPHY

BOOKS

1. Philip Kotler, marketing management, (Pearson education, 12thedition, Prentice hall of

India pvt.)

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

4. Service Marketing by M.K Rampal 4th edition

5. Integrated service marketing (4th edition) by Zeithmal

JOURNALS:

1. VSRD International Journal of Business and Management Research, Vol. 3 No. 1

January 2013 / 1

E-ISSN: 2231-248X, p-ISSN: 2319-2194 © VSRD

International Journals: www.vsrdjournals.com

65
 2. Journal of Retailing 83 (1, 2007) 1–4

Six strategies for competing through service: An agenda for future research
(Ruth Bolton 1, Dhruv Grewal, Michael Levy b, 2)

WEBSITES:

1. http://www.ibef.org/industry/retail-india.aspx

2. http://www.futureretail.co.in/businesses/big-bazaar.html

3. http://www.angelbroking.com/Company/CompanyDetails.aspx?id=523574&menu=BS

66
 QUESTIONNAIRE

1) Customers Name: .................................................

2) Age:

a) Bellow 25 b) 26-45 c) Above 46

3) Monthly Income Level:

a) Below Rs.10000

b) Rs.10000 – Rs.20000

c) Rs.20000 – Rs.30000

d) Above Rs.30000

4) Educational Qualification:

a) Under graduate

b) Graduate

c) Post Graduate

67
5) Working status:

a) Business b) Private employee

c) Govt. Employee d) Student

6) How frequently do you visit Big Bazaar.

a) Twice in a week c) Once in a week

b) During Special offers d) Whenever the need arises

7) What are the factors influencing you to purchase in Big Bazaar.

a) Price b) Quality

c) Brand Image d) Easy Availability

8) Mention what type of products do you purchase from Big bazaar.

a) Electronics Items b) Fashion Items

c) Vegetables d) Kitchen Items

Staff

9) In your most recent customer service experience, how did you contact the representative
or staff?

68
 a) In Person b) Telephone

c) Direct Meeting d) Internet

10) Overall, how would you rate Big Bazaar staff response to customer enquiry

a) Excellent b) Good c) Average d) Fair e)Poor

11) Please Tick The Following Parameter Of Staff Responding In Customer Service

Particulars Excellent Good Average Fair Poor

Friendliness Staff

Staff delivers the appropriate service as

promised

Knowledgeable Staff

Communicating Information Provided

Available in a timely manner

Staff greeted & offered to help you

Behaviour of staff makes you feel that u

69
can trust

Store layout

12) Do you think there were enough signs in the store to provide needed information in
navigation?

a) Yes b) No

70
13) Please rate according to you store character & importance of Big Bazaar?

Particulars Strongly Agree Neither Strongly Dis

Agree Agree Dis Agree
Agree
Specific/Flexible Place Available Is
There

Less Crowed
Store Layout Is Nicer
It Easy For Customer To Find What
They Needed

14) Overall, please rate the cleanliness of the store

a) Excellent b) Good c) Average d) Fair e) Poor

Facility

15) What kind of an facilities do you like from Big Bazaar?

a) 24*7 opening service b) Discount offer

c) Online shopping d) Easy carrying of buying

16) Please tick the according to you about Big Bazaar facility?

Parameter Excellent Good Average Fair Poor

Cleanliness

71
Presentation Of Facility

Feeling Of Safe Environment/Security

Parking facility

Providing ATM near by Big Baazer

Lift & Escalator

Rest room & Trail room

Trolley facility

17) In your recent experience with company how do you rate the quality of customer
service you received?

a) Excellent b) Good c) Average d) Fair e) Poor

18) To improve upon big bazaar customer service please rate the following 1-
3 (1 – Highest: 3- least)

a) Staff b) Facility c) Store layout

19) To Improve quality customer service. Which service you expect will add more value
for future

a) By SMS c) By Email
b) By person d) All of the above

72
20) Please rate what according to your expectation from Big Bazaar.

a) Trust & care b) Professional service quality

c) Immediate response d) Other specify....................

21) According to your experience are you happy with customer service at Big Bazaar.

a) Yes b) No

If No, why- price value is high

Staff no response to customer

No communicate with customer

No parking system

Some products produce by big bazaar

All of the above

73
74