Professional Documents
Culture Documents
ON
Submitted to
DEPARTMENT OF MANAGEMENT STUDIES
Submitted by
Akash Singh
Roll No.: 1809170004
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JSS MAHAVIDHYAPEETHA
JSS ACADEMY OF TEHNICAL EDUCATION, NOIDA
DEPARTMENT OF MANAGEMENT STUDIES
DECLARATION
batch (2018-2020).
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CERTIFICATE
Certified that the work contained in the project titled “A study on buying
behavior of customers at Big Bazaar in NCR region” by Akash Singh has
been carried out under my supervision and that this work has not been
submitted elsewhere for a degree.
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PLAGIARISM DECLARATION CERTIFICATE
To the best of my knowledge and belief, this Summer Training Project Report is my own
work, all sources have been properly acknowledged, and the report contains no
plagiarism. I have not previously submitted this work or any version in full or part of it,
for assessment in any other University or institution for any degree or diploma program. I
acknowledge that this Research Project Report may be transferred and stored in a
AKASH SINGH
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ACKNOWLEDGEMENT
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this Summer Training Project. I am thankful for their aspiring
guidance, invaluably constructive criticism and friendly advice during the project work. I
am sincerely grateful to them for sharing their truthful and illuminating views on a
I express my warm thanks to “Alok Srivastav” for their support and guidance at “Big
I would also like to thank my HOD, guide and all the people who provided me with the
Thank you
Akash Singh
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TABLE OF CONTENTS
9. Findings 92-93
13. Bibliography
ANNEXURE-1 QUESTIONNAIRE
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1
EXECUTIVE
SUMMARY
1
EXECUTIVE SUMMARY
As per my survey report it is focused on customers behavior, preferences and their choice are
changing at a moment and market scenario is also changing from time to time. Today’s market
scenario is very different from that of the past market scenario. There have been many factors
responsible for the changingof market scenario. It is the customers changing tastes and
preference which has bought a change in the market. Income level of the people has changed;
life styles and social class of people have completely changed now than that of olden days.
There has been a shift in the market demand in today’s world. Technology is one of the major
factors which is responsible for this paradigm shift in the market. Today’s generation people are
no more dependent on haat market and far off departmental stores. Today we can see a new era
in market with the opening up of many departmental stores, hyper market, shopper’s stop,
malls, branded retail outlets and specialty stores. In today’s world shopping is not any more
tiresome work rather it’s a pleasant outing phenomenon now. My study is based on a survey
done on customers of a hypermarket named Big Bazaar. Big Bazaar is a new type of market
which came into existence in India since 1994. It is a type of market where various kinds of
products are available under one roof. My study is on determining the customer’s demand for
Big Bazaar and the satisfaction level of customers in Big Bazaar. My study will find out the
current status of Big Bazaar and determine where it stands in the current market. This market
field survey will help me in knowing the present customers tastes and preferences. It will help
The Indian retail industry, one of the fastest growing industries in the country over the past
couple of years is no exception. There is no doubt that the Indian retail scene is booming.
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India’s retailing boom is the result of rapid globalization and the recognition of being a very
potential market by big giants and foreign companies making the market more competitive.
This has caused existing retailer‟s tore-tailor their strategies to suit the new landscapes. This
retail industry deals Food Bazaar and various sections which help the society with their daily
needs. After interaction with customers I found that they are more satisfied with the food bazaar
While working on this project various topics and concepts came to the knowledge which was
unheard and unknown before. A survey was also conducted for this project which mainly
focuses on the consumer behaviour towards Big Bazaar. It would also help in knowing the
various factors that are influence consumer behaviour and understand consumer behaviour
towards Big Bazaar. Big Bazaar has brought about many changes in the buying habits of
people. It has created formats, which provide all items under one roof. Big Bazaar has
maintained that uniqueness& succeeded in attracting customers. Big Bazaar is not just another
hypermarket. It caters to every need of your family. Big Bazaar scores over other stores is its
value for money proposition for Indian Customers. With the ever-increasing array of private
labels, it has opened doors in the world of fashion and general merchandise, including home
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2
INDUSTRY
PROFILE
4
Industry Profile
Retail is the sale of goods and services from individuals or businesses to the end-user.
Retailers are part of an integrated system called the supply chain. A retailer purchases
goods or products in large quantities from manufacturers directly or through a wholesale,
and then sells smaller quantities to the consumer for a profit.
Retailing can be done in either fixed locations like stores or markets, door-to-door or by
delivery. Retailing includes subordinated services, such as delivery. The term "retailer" is
also applied where a service provider services the needs of a large number of individuals,
such as for the public.
Shops may be on residential streets, streets with few or no houses or in a shopping mall.
Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial
or full roof to protect customers from precipitation. Online retailing, a type of electronic
commerce used for business-to-consumer (b2c) transactions and mail order, are forms of
non-shop retailing. Shopping generally refers to the act of buying products. sometimes
this is done to obtain necessities such as food and clothing; sometimes it is done as a
recreational activity. Recreational shopping often involves window shopping (just
looking, not buying) and browsing and does not always result in a purchase etymology.
Retail comes from the old french word trailer, which means "to cut off, clip, pare, divide"
in terms of tailoring (1365). It was first recorded as a noun with the meaning of a "sale in
small quantities" in 1433 (from the middle french retail, "piece cut off, shred, scrap,
paring") like in french, the word retail in both dutch and german also refers to the sale of
small quantities of
Items.
Examples of retail outlets
• San Juan de dios market in Guadalajara, Jalisco
• Nside a supermarket in russia
• Walnut market in Katra, Jammu & Kashmir, India
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A marketplace is a location where goods and services are exchanged. The traditional
market square is a city square where traders set up stalls and buyers browse the stores.
This kind of market is very old, and countless such markets are still in operation around
the whole world. In some parts of the world, the retail business is still dominated by small
family-run stores, but this market is increasingly being taken over by large retail chains.
Retail is usually classified by type of products as follows:
• Food products
• Hard goods or durable goods ("hardliner retailers"):- Appliances,
electronics, furniture, sporting goods, etc. goods that do not quickly wear out
and provide utility over time.
• Soft goods or consumables:- Clothing, apparel, and other fabrics. Goods that
are consumed after one use or have a limited period (typically under three
years) in which you may use them.
• Discount stores - tend to offer a wide array of products and services, but
theycompete mainly on price offers extensive assortment of merchandise at
affordable and cut-rate prices. Normally retailers sell less fashion-oriented
brands.
• Variety stores - These offer extremely low-cost goods, with limited selection;
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• Demographic - Retailers that aim at one particular segment (e.g., high-end
retailers focusing on wealthy individuals).
• General store -: a rural store that supplies the main needs for the local
community;
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• Supermarkets: is a self-service store consisting mainly of grocery and
limited products on non-food items. They may adopt a Hi-Lo or an EDLP
strategy for pricing. The supermarkets can be anywhere between 20,000 and
40,000 square feet (3,700 m2). Example: SPAR supermarket.
• Malls: has a range of retail shops at a single outlet. They endow with
products, food and entertainment under a roof.
• E-tailors: The customer can shop and order through internet and the
merchandise are dropped at the customer's doorstep. Here the retailers use
drop shipping technique. They accept the payment for the product but the
customer receives the product directly from the manufacturer or a wholesaler.
This format is ideal for customers who do not want to travel to retail stores
and are interested in home shopping. However it is important for the customer
to be wary about defective products and non-secure credit card transaction.
Example: Amazon, Pennyful and eBay.
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Other types of retail store include:
Automated Retail stores are self-service, robotic kiosks located in airports, malls
and grocery stores. The stores accept credit cards and are usually open 24/7.
Examples include ZoomShops and Redbox. Big-box stores encompass larger
department, discount, general merchandise, and warehouse stores.
Retailers can opt for a format as each provides different retail mix to its customers based
on their customer demographics, lifestyle and purchase behaviour. A good format will
lend a hand to display products well and entice the target customers to spawn sales.
Operations
Retail pricing the pricing technique used by most retailers is cost-plus pricing. This
involves adding a markup amount (or percentage) to the retailer's cost. Another common
technique is suggested retail pricing. This simply involves charging the amount suggested
by the manufacturer and usually printed on the product by the manufacturer.
In Western countries, retail prices are often called psychological prices or odd prices.
Often prices are fixed and displayed on signs or labels. Alternatively, when prices are not
clearly displayed, there can be price discrimination, where the sale price is dependent
upon who the14 customer is. For example, a customer may have to pay more if the seller
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determines that he or she is willing and/or able to. Another example would be the practice
of discounting for youths, students, or senior citizens.
Staffing
Transfer mechanisms
There are several ways in which consumers can receive goods from a
retailer:
1. Counter service,
Where goods are out of reach of buyers and must be obtained from the seller.
This type of retail is common for small expensive items (e.g. jewelry) and controlled
items like medicine and liquor. It was common before the 1900s in the United States and
is more common in certain countries like India.
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2. Delivery
Goods are shipped directly to consumer's homes or workplace. Mail order from a printed
catalogue was invented in 1744 and was common in the late 19th and early 20 th centuries.
Ordering by telephone was common in the 20th century, either from a catalog,
newspaper, television advertisement or a local restaurant menu, for immediate service
(especially for pizza delivery), remaining in common use for food orders. Internet
shopping - a form of delivery - has eclipsed phone-ordering, and, in several sectors - such
as books and music- all other forms of buying. Direct marketing, including telemarketing
and television shopping channels, are also used to generate telephone orders. Started
gaining significant market share in developed countries in the 2000s.
3. Door-to-door sales,
Salesperson sometimes travels with the goods for sale. Self-service, where goods may be
handled and examined prior to purchase. Digital delivery or Download, where intangible
goods, such as music, film, and electronic books and subscriptions to magazines, are
delivered directly to the consumer in the form of information transmitted either over
wires or air-waves, and is reconstituted by a device which the consumer controls (such as
an MP3 player; see digital rights management). The digital sale of models for 3D printing
also fits here, as do the media leasing types of services, such as streaming. Second-hand
retail Some shops sell second-hand goods. In the case of a nonprofit shop, the public
donates goods to the shop to be sold. In give-away shops goods can be taken for free.
Another form is the pawnshop, in which goods are sold that were used as collateral for
loans. There are also "consignment" shops, which are where a person can place an item in
a store and if it sells, the person gives the shop owner a percentage of the sale price. The
advantage of selling an item this way is that the established shop gives the item exposure
to more potential buyers.
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Challenges
To achieve and maintain a foothold in an existing market, a prospective retail
establishment must overcome the following hurdles:
Sales techniques
Behind the scenes at retail, there is another factor at work. Corporations and independent
store owners alike are always trying to get the edge on their competitors. One way to do
this is to hire a merchandising solutions company to design custom store displays that
will attract more customers in a certain demographic. The nation's largest retailers spend
millions every year on in-store marketing programs that correspond to seasonal and
promotional changes. As products change, so will a retail landscape. Retailers can also
use facing techniques to create the look of a perfectly stocked store, even when it is not.
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A destination store is one that customers will initiate a trip specifically to visit,
sometimes over a large area. These stores are often used to "anchor" a shopping mall or
plaza, generating foot traffic, which is capitalized upon by smaller retailers.
Customer service
Customer service is the "sum of acts and elements that allow consumers to receive what
they need or desire from your retail establishment." It is important for a sales associate to
greet the customer and make himself available to help the customer find whatever he
needs. When a customer enters the store, it is important that the sales associate does
everything in his power to make the customer feel welcomed, important, and make sure
he leaves the store satisfied. Giving the customer full, undivided attention and helping
him find what he is looking for will contribute to the customer's satisfaction.For retail
store owners, it is extremely important to train yourself and your staff to provide
excellent customer service skills. By providing excellent customer service, you build a
good relationship with the customer and eventually will attract more new customers and
turn them into regular customers. Looking at long term perspectives, excellent customer
skills give your retail business a good ongoing reputation and competitive advantage.
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market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world
shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now.
This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customer’s future needs , wants & demands.
The origin of retail business in India can be traced with the emergence of kirana stores
and mom-and-pop stores. These stores used to cater to the local people. Gradually the
government started supporting the rural retail and many indigenous franchise stores came
up with the help of khadi and village industries commiswion. The economy began to
open up in the 1980’s resulting in the change of retailing. The first few companies to
come up with retail chains were in textile sector, for example , bomby dyeing, S kumar’s,
Raymonds, etc. Later Titan launched retail showroomsin the organsede retail sector. With
the passage of time new entrants moved on from manufacturing to pure retailing.
Today India’s is the fifth laregest in the world in terms of retail industry. Compromising
of organised and unorganised sectors, Indian retail industry is one of the fastest growing
industries, especially over the last few yearsThough intially retail industry was organised
as well. With growing market demand, the industry is expected to grow very fastly.
Indian retail industry is the most promising emerging market for investment. According
to the 2nd Annual global Retail Development Index (GRDI) of At Kearney, the Retail
trade in India had a share of 10% in the GDP of the country in the year 2007. In 2018, it
rose to 12% in the year 2019 and expected to reach 12% in the coming years. The total
consumption expenditure on the retail side is expected to reach nearly US$ 36.00 billions
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by 2020 from US$ 26.67 billion in year 2017. It accounts for over 10 percent of contry’s
Gross Domestic Product (GD) and around 8 percent of employment. India is the world’s
fifth largest global destination in the retail space.
Market Size
India’s retail market expected to increase by 60 percent to reach US$ 1.1 trillion by 2020.
Factors like rising incomes and lifestyle changes by middle class and incresed digital
connectivity
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3
ORGANIZATION
PROFILE
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ORGANISATION PROFILE
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading
business house with multiple business spanning across the consumption space. While
retail firm the core business activity of future group, group subsidiaries are present in
consumer finance, capital, insurance, brand development & entertainment. The first set of
Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore. 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. Future Group is
present in 61 cities and 65 rural locations. The group’s flagship company, Pantaloon
Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space,
has over 1,000 stores and employs over 30,000 people. Some of its leading retail formats
include Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot,
Future Money and online retail format www.futurebazaar.com. Future Group companies
includes, Future Capital Holdings, Future Generali India, Indus League Clothing and
Galaxy Entertainment which 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
The group’s joint venture partners include Italian insurance major Generali, 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
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BIG BAZAAR HISTORY
Big Bazaar was introduced by the Future Group in September 2001 with the
opening of its firstfour stores in Kolkata, Indore, Bengaluru and Hyderabad within
a period of 22 days.
Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format
the retail chain has included inits portfolio a wide range of products and services,
The current retail formats of the Future Group include Big Bazaar, Food Bazaar,
inspiration behind this entireretail format was from Saravana Stores, a local store
today.
In the second year of operations, Big Bazaar tied up with Indian banking giant
ICICI Bank and launched the Big Bazaar ICICI Bank Card. In the same year, the
first Food Bazaar store was also launched at High Street Phoenix mall in Mumbai,
In 2003, Big Bazaar made its foray into small towns and cities. The first store in
this category was launched that year in Nagpur. The franchise also welcomed its
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Over the next two years, Big Bazaar consolidated its position in the Indian retail
landscape.
This phase of growth included the setting up of the Mumbai store in Lower Parel,
2004. In 2005, the first Big Bazaar Exchange Offer was launched, which has
In 2006, further changes in loyalty marketing took place with the launch of the
launched that year within Big Bazaar stores which became the first store-in-store
2006 is Furniture Bazaar.In 2007, Big Bazaar partnered with a shopping portal
The following year, 2008, witnessed by far the fastest growth in terms of retail
expansion for Big Bazaar, with the launch of the 101st store. Joining the league of
India‟s Super brands and voted among the top ten service brands in the country
by the Pitch-IMRB international survey, Big Bazaar became much more than a
household name. The year also saw the launch of the Monthly
low prices and gave discounts on bulk purchases in the first week of the month.
Over the next two years, Big Bazaar carved its own niche in modern retail and
became the largest brand in the hypermarket format. Capturing one-third of the
food and grocery market in modern retail, celebrity endorsements and tie-ups with
other brands allowed it to enhance its retail footprint. In 2009, Big Bazaar won the
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CNBC Awaaz Consumer Awards for the thirdconsecutive year. It was adjudged
the Most Preferred Multi Brand Food & Beverage Chain, MostPreferred Multi
Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.
LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
SECTION DESCRIPTION)
9. WINTER WEAR
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17. LADIES ETHINIC
23. LUGGAGE
24. FOOTWEAR
25. SPORTS
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DESCRIPTION
HELP DESK
As you can see from the layout, the Help Desk is located in a place where everyone has
their first sight that is in front of the entrance. This shows that when a person enters in to
big bazaar it can get all information about the stores of big bazaar from the person sitting
in the help desk. Help Desk uses paging service as a tool for the convenience of its
KIDS SECTION
The kids section is located just at the left corner of the entrance of big bazaar. In the
kid’s section kid’s accessories like diapers, trolleys, suckers, water bottles are available in
one part. Kid’s jackets and baba suits are available in another part. Kids casual wear
(jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in
another part. In this section the pillars are used for displaying information like size chart
and section description. The apparels are available at a price of Rs59 onwards.
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MENS SECTION
Next to it is the men’s section that is in the center. It is divided in to five parts. At one
part men formal shirts are available. In other parts men trousers, suits and blazers, fabrics
and ethnics are available respectively. Here the price ranges from a minimum of Rs99 to
Rs899.
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LADIES SECTION
Next to it is the ladies section that is in the extreme right side. The ladies section is
segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western
wear, ladies formals (office wear), ladies accessories – lingerie’s, ladies perfumeries, and
ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000
approx.
Promotional scheme – With an add on to the above products there are various other
products which are available with a promotional scheme. The various products under this
Non-Promotional scheme – There are various other products available without any
promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night
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Sports Store – At the extreme corner there is a sports store where various kinds of
Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well made
so that people can sit and take tea, coffee or snacks or any other food item and can relax.
Cash Counter – The cash counter is located just near the exit
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BOARD OF DIRECTORS
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Gopikishan Biyani, is a commerce graduate and has more than twenty years of
Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.
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Mr. Shailesh Haribhakti, Independent Director
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of
and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited
D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi,
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Ms. Anju Poddar, Independent Director
Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves
on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus
Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM
from University of Miami. He also serves on the board of Mahindra Gesco, Unitech,
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Major Milestones
1992 Initial public offer (IPO) was made in the month of May.
launched across the nation. The company starts the distribution of branded
2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket
chain launched.
2004 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first
2006 Future Capital Holdings, the company’s financial arm launches real estate
funds Kshitij and Horizon and private equity fund In division. Plans forays into
launched across the nation. Group enters into joint venture agreements with
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2008- Future group holding becomes the second group company to make a
2009 - Big Bazaar captured almost one-third share in food and grocery products
spearhead the group's value retail business through Big Bazaar, Food Bazaar and
other formats.
2011- Big Bazaar celebrated its 10 years of existence. Big Bazaar opened its first
2014- Future Group partnered with the Fortune 500 company and one of the
2015- fbb became style partner of Asia's largest music festival, Sunburn. Big
Bazaar & Ezone made to the Brand Equity's Top Retailer's List
2016- Future Group associated with Bajaj Finserv to launch India's first retail EMI card
2017- Central and SBI Card launched a unique co-branded credit card designed
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MAJOR INDIAN RETAILERS
The low-intensity entry of the diversified Mahindra Group into retail is unique because it
plans to focus on lifestyle products. The Mahindra group is the fourth large Indian
business group to enter the business of retail after Reliance Industries Ltd, the Aditya
Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on
RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark, and
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ORGANIZATIONAL CHART
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Big Bazaar: Is se sasta aur acha kahin nahin
Big bazaar is the company’s foray into the world of hypermarket discount stores, the first
of its kind in India. Price and the wide array of products are the USP’s in Big Bazaar.
Close to two lakh products are available under one roof at prices lower by 2 to 60 per
cent over the corresponding market prices. The high quality of service, good ambience,
implicit guarantees and continuous discount programmes have helped in changing the
face of the Indian retailing industry. A leading foreign broking house compared the rush
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of Quality, Range and Price associated with large format stores and also the
comfort to See, Touch and Feel the products. The company has recently launched an
aggressive private label programme with its own brands of tea, salt, spices, pulses, jams,
ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on
sale), Food Bazaar has proved to be a hit with customers all over the country.
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable success in
many Indian cities and small towns. Big Bazaar provides quality items but at an
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affordable price. It is a very innovative idea and this hypermarket has almost anything
under one roof….Apparel, Footwear, Toys, Household Appliances and more. The
1,70,000 products at 6- 60 % discount. At Big Bazaar, you will get : A wide range of
products at 6–60 % lower than the corresponding market price, coupled with an
If you deal in the categories mentioned there's a big deal of success for you.Products
that are available at Big Bazaar. There are variety of products available.
Baby accessories.
Cosmetics
Electrical Acessories
Crockery
Stationey
Footwear
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Sarees
Big Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and also
FBB offers the Indian consumer the best of Western and Indian values. The western
values of convenience, cleanliness and hygiene are offered through pre packed
commodities and the Indian values of "See- Touch- Feel" are offered through the
“Mandi” atmosphere created by displaying staples out in the open, all at very economical
and affordable prices without any compromise on quality. This satisfies the Indian
consumer and comforts her before making her final buying decision. At other super
markets, the consumer is deprived of this factor. Truly the Indian consumer now agrees
"Ab Ghar Chalaana kitna Aasaan”. This positioning platform of Food Bazaar is
evident from the higher discounts and the wholesale price-points which is below MRP.
Food Bazaar represents the company’s entry into food retail and is targeted across all
classes of population. Food Bazaar replicates a local ‘mandi’, to provide the much
important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar.
Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products,
milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits and
vegetables. All products are sold below MRP and discounts range between 2% to 20%.
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4
INTRODUCTION
OF THE
TOPIC
INTRODUCTION:
36
Marketing is the moving and exciting activity in everybody activities. The sellers,
every one as a counter are part of the marketing system. Any exchange process be it
consumer, goods, intermediary goods, services of ideas, comes under the preview of
marketing. It is very often regarded that the development of markets and marketing is
The marketing discipline is undergoing fresh re appraisal in the light of the vast global,
technological, economic and social challenges facing today‟s companies and countries.
Mar keting at its best is about value creation and raising the world‟s living standards.
Todays winning companies are those who succeed most in satisfying, indeed delighting
It is whole business seen from the point of view of its final result, that is, from the
customer’s point of view. Business success is not determined by the producer but by the
customer ´Philip Kotler has therefore defined marketing as it is a social and managerial
process by which individuals and groups obtain what they need and want through
creating, offering and exchanging products of values with others´. Many Indian
satisfaction engineering.
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Since theeconomy in this country has changed from a primary condition of scarcity to
gradual and steadystage of affluence, largely giving consumers the opportunity to choose
One thing that we have in common is that we all are consumers. In fact everybody in this
world is aconsumer. Every day of our life we are buying and consuming an incredible
However, we all have different tastes, likes, dislikes, and adopt different behaviour
patterns while making purchase decisions.The term consumer behaviour refers to the
behaviour that consumers displaying searching for purchasing using evaluation and
and services that they exact will satisfy o how individuals make decisions to send their
38
It includes the study of What they buy´, ´Why they buy´, When they buy it´, Where they
buy it´, how often they buy it´ and how often they use. A consumer decisions to purchase
The starting point of the decision process is provided by the company‟s marketing
Consumer often purchase new products that are associated with a favourable viewed
brand name. The term consumer behaviour refers to the behaviour that consumer
displaying searching for purchasing, using, evaluating and disposing of products and
The study of consumer behaviour in the study of how individuals make decisions to
spend their available resources (time, money, effort) on consumption related items. It
includes the study of what they buy´why they buy´, when they buy´, where they buy‟,
DEFINITIONS:
Consumer Behaviour (or Buyer Behaviour) is broadly defined by various scholars &
researchers as:
39
It’s the behaviour displayed by the consumers during the acquisition,
making units.
The behaviour that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs.
The process and activities people engage in when searching for, selecting,
products and services,including the decision processes that precede and follow
these actions.
income, Family setup, religion, nationality and social status. Because of this
different background factors, have different needs and we have only buy those
40
*A MODEL OF CONSUMER BEHAVIOUR*
Consumer behavior plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behavior towards
Big Bazaar. The needs have to be recognized and necessary steps have to be taken to
41
India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.
The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand
awareness.
In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.
42
5
Objective
Of
Study
43
OBJECTIVES OF THE STUDY
2. To find out the customers response towards Big Bazaar and to find out the buying
behavior of the customers coming in to Big Bazaar in NCR.
44
6
SCOPE
OF
THE STUDY
Scope of study
45
The scope of this research is to identify the buying behavior of customers of big bazaar in
NCR area. This research is based on primary data and secondary data. Due to time
constraint only limited number of persons contacted. This study only focuses on urban
buying behavior of customers because the research conducted in NCR area. The study
does not say anything about rural buying behavior of customer because rural
norms/status/attitude & acceptance of the rural customers differs with urban customers.
The scope of research is limited for ncr area. It provides help to further the research for
organized retail sector in ncr area. It aim to understand the skill of the company in the
My scope is limited to one branch (The Great India Palace). The scope of the study is to
identify the consumer behavior towards big bazaar. It is aimed at enlightening the
company about different steps to be taken up to increase the share of big bazaar with
regard other competitors and also to make the company to provide better customer
services.
The scope of the study is only confined to the area covered under Noida and only
46
7
RESEARCH
METHODOLOGY
47
METHODOLOGY
Research Design
The research work is exploratory in nature, and is meant to provide the basic
primary data and the findings can be consolidated after a detailed conclusive
study has been carried out. Technology and customers tastes and preferences
Methodology is required for every industrial service industries for getting acquire
Area of study:
Research Design -
Expolatory Research.
Sampling Design:
48
Non Probability sampling- Convenience sampling
Sample Size:
Data Collection : -
interaction and formal discussion with different respondents. Some other relevant
PRIMARY SOURCES:
Questionnaire
Annexure) was selected there is Twenty in all. All questions are small in
SECONDARY DATA:
49
Tools of Analysis : -
The market survey about the techniques of marketing and nature of expenditure is
carried out by personally interacting with the potential customers in Big Bazaar.
Some respondents did not want to answer the questionnaire, so they left it
unanswered.
Where the respondents did not find the relevant answer in his choice provided,
Tabulation
After all the questionnaires were collected back, the responses were tabulated.
50
8
DATA ANALYSIS
AND
INTEPRATION
51
ANALYSIS
I have done a market field survey on big bazaar. I have surveyed around 100 respondents
of Delhi & NCR who come to visit big bazaar. A specific questionnaire is prepared for
the customers and data is obtained from them by moving around big bazaar and
personally interacting with them. The customers gave me valuable information regarding
their consumption pattern in big bazaar. I collected all those information and a proper
analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is done
as per the information obtained from the customers and a serious interpretation has been
done to best of my effort.
52
Q1-Customer’s monthly income
INCOME GROUP
5%
25% Higher Income
Group (>
Rs.60000)
Middle Income
Group (Rs. 40000-60000)
Lower Income
50% Group(Rs.10000-40000)
20% No Income Group
(< Rs.10000)
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 100 respondents 50% of customers are of middle
income level that is between Rs10000 – 40000 per month. Least number of customers
visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute
only 5%. The lower income level of people coming to big bazaar constitutes of 20%.
25% of people belong to no income group which mostly consists of students.
53
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 level income
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 and their
psychology is such type that they don’t prefer much to visit big bazaar as it is a
discounted store. The lower income group people come in to big bazaar as they get goods
at 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.
54
Q2- Customers visit Big Bazaar
Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%
Sales
On a unplanned basis
14%
Weekly
29%
Quarterly
23%
Monthly
34%
Analysis:Out of the respondents who visit big bazaar 14% of the respondents didn’t
planned before visit to store. Rest of the respondents schedule their visit on planned basis
34% of them on monthly basis, 29% of them on weekly basis and 23% of them on
quaterly basis
Interpretation: From this I interpret that in big bazaar 34% customers visit
monthly, 29% customer visit weekly 23% customers visit quarterly and 14% customers
visit on planned basis , it means mostly customers visit weekly and monthly basis for
purchase their requirements.
55
Q3-Apart from Big Bazaar visit retail outlet
Yes 64%
No 36%
Series 1
no
36%
yes
64%
Analysis: Out of 100 respondents who visit big bazaar 64% of the respondents don’t
wish to visit other retail outlets. 36% of the respondents who visit big bazaar also prefer
going other retail outlets also.
Interpretation: From this I interpret that 64% customers of big bazaar visit other
retailstores for their requirements and 36% customers of big bazaar generally do not
visit other retail stores. It shows that customers satisfaction level is more in big bazaar.
56
6
Garment Outlet 5%
Footwear Outlet 20%
Food Court 30%
Entertainment 20%
Gift Corner 10%
Jewelers and Watches Store 10%
70%
60%
50%
40%
30%
20%
10%
0%
Jewellery and Watch...
Garment Outlet
Footwear Outlet
Entertainment
Food Court
Gift Corner
Analysis:
57
The above graph shows that 65% of people visit garment outlet in a mall other than that
of big bazaar. 30% of people also prefer to visit food court in a mall other than big
bazaar. 20% of the people go to footwear outlet in a mall other than big bazaar. 20% of
people also go to mall for entertainment purpose. Some people that are 10% 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 to visit garment outlets in
a mall other than big bazaar as it has some exclusive branded outlets. People also go for
footwear 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.
58
Shopping 60%
Outing 10%
Both 30%
PURPOSE
30%
Shopping
Outing
60% Both
10%
Analysis: Out of the 100 respondents 60% of respondents visit big bazaar for
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.
Clothes 60%
59
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
Gift Item
Electronic Item
Food Item
Grocery
Clothes
Analysis:
This chart clearly indicates that the demand for grocery that is 70% is highest by the
customers followed by clothes rated 60%. The next highest demand is for food items that
is 50%. 25% demand is for leather items in big bazaar. Electronic items holds 15% of
demand and gift items and other items has a demand of only 10% by the customers of big
bazaar.
Interpretation:
From this analysis I interpret that customers demand are high for grocery and clothes
followed by food items in big bazaar. Electronic items have a little demand by the
60
customers. Gift items and other items are not much in demand by the customers. I can
interpret that clothes, grocery and food items are the major products which hold
maximum number of customers. So big bazaar should maintain its low pricing and
product quality to keep hold of the customers and also it should keep more qualitative
products of gift and leather items so that people would go for more purchase of these
items from it. Big bazaar has many local branded products of grocery and cloths and it is
successfully selling it. It should also include branded products so that more sales can take
place.
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500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%
EXPENDITURE PATTERN
11%
29%
Below 500
16%
500-1000
1000-1500
1500-2000
More than 2000
22%
22%
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.
62
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 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
provided to people who does bulk purchase. This will encourage people to purchase more
products.
63
Series 1
Less than half
More than 2 an hour
hours 10%
18%
Half an hour
to 1 hour
15%
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 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
64
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
65
FOOTFALLS
40%
Weeks days
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
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 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
66
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
67
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%
Sales
10 A.M - 1 P.M
8%
1 P.M – 3 P.M
17%
6 P.M – 10 P.M
40%
3 P.M – 6 P.M
35%
Analysis: The above pie chart shows that most of the people prefer to visit big bazaar
in evening time than that of the day time. Only 25% of people tend to visit big bazaar
during day time while 75% of people tend to visit big bazaar during after noon time.
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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.
69
Q10-Comparison of customers purchasing with planned list of
S
Yes 50%
o
No 40%
m e
time 10%
Sales
ever
10%
yes
50%
no
40%
70
Analysis: As shown in 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 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.
71
Q11-Brand preference of customers in big bazaar
Yes 10%
No 50%
Depends on category 40%
Sales
4th Qtr
9%
3rd Qtr
10%
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
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
72
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.
Amost 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 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
Clothes 40%
Grocery 40%
73
Gift Items 33%
Leather Items 2%
45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift
items and 25% is on electronic items. Brand preference on leather items is 2% and 12%
74
Interpretation: From this I interpret that some of the products brand are pre
decided in advance and for some of the products customers don’t at all pre decide any
brand. As per electronic goods are concerned customers pre decide the brand as many
branded electronic products are available in big bazaar. The customers pre decides brands
on cloths and grocery most as big bazaar produces much of local brands and also have
some well known branded products of clothes with it like flying machine jeans.
75
Cash Payment 55%
Credit Card 19%
Debit Card 26%
Sales
Debit Card
26%
Cash Payment
55%
Credit Card
19%
Analysis: As per my study is concerned, out of the total respondents 55% of people
make cash payment in big bazaar. 19% of them uses credit card as their mode of payment
and 26% of the people makes payment in big bazaar through their debit card.
Interpretation: As per the obtained data I interpret that more 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 can interpret that
quick exchange of money for goods is done in big bazaar as most of the people mode of
76
payment is cash payment. Hence sometimes big bazaar has to wait for a short time period
as some of the customers make their payment through credit and debit card.
77
Q14-Comparison of factors which encourages customers to come in to
big bazaar
Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%
70%
60%
50%
40%
65%
60%
30% 50%
40%
20% 35%
20%
10%
0%
Price Service Ambience Product Product Convenience
Variety Quality
78
Analysis: People are mostly encouraged to come to big bazaar because of its cheap
price and availability of variety of products. Around 65% of the total respondent said
they are mostly encouraged to come to big bazaar as it has variety options. Even most of
the customers said that they get goods there in a discounted price and so they come in to
it. Many customers also said that they feel good about the service and ambience provided
by big bazaar. Around 35% of customers also said that convenience is also another factor
which leads them to come to big bazaar. Product quality is rated at very low that is only
Interpretation: From this analysis I interpret that big bazaar is a well known for its
variety options. People mostly come to big bazaar as they get various kinds of products
under one roof. It is also clearly known that big bazaar sales its goods at a discounted
price as compared to the market. Even it provides a good service and ambience to its
customers which encourages them to visit big bazaar more and more times. I can also
interpret from this that big bazaar has located itself in a good place from where it is able
to attract customers. As a hypermarket which is to be located far off the city, big bazaar
has located itself in a good place from where it is convenient for people to visit big
bazaar. Big bazaar should try and produce more qualitative products so that customers
can get more satisfaction and would never think of not doing shopping in big bazaar.
79
Q15-Services of the sales personnel in Big Bazaar
Good 29%
Ok 36%
Poor 13%
Very poor 5%
Series 1
Very poor
5% Very good
Poor 17%
13%
Good
Ok 29%
36%
Analysis- Around 82% of the total respondents of who comes to big bazaar think that
services of sales personnel is either okay or more than that. Only 18% of the respondents
80
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.
Sales
Hired Vehicle
10%
Any Other
15%
Two-wheeler
Four-wheeler 40%
35%
81
Analysis: Around 40% of the total respondent of comes in to big bazaar with their
own two wheelers. The second majority of people consist of people riding four wheeler
and coming in to big bazaar. Only 15% of people of the total respondent visits big bazaar
on hired vehicles. 10% customers of the total respondent comes in any other mode of
transport.
Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go
to big bazaar in four wheelers than that of two wheelers. A few people are found who
comes in to big bazaar with a hire vehicle. Probably they might be the tourists.
82
Q17-Parking space availability in big bazaar
10%
Less than
adequate
45% Adequate
More than
45%
adequate
Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is
provided for parking big bazaar. Only 10% of people say that more than adequate space
83
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence it’s a threat
for big bazaar as it may loose its customers because of less parking space availability.
84
Q18-Customers preference towards Kirana store
Even though many customers say adequate space is available for parking in big bazaar
but also it is a threat for big bazaar as it is seen more number of people are expected to
come in to big bazaar. In holidays probably it will be very difficult for customers to park
Sales
no
35%
yes
65%
85
Analysis: Out of my total respondent of 350 customers, 65% of them says they go to
their nearby kirana store and 35% said that they don’t at all go to any kirana store. This
shows that majority of people go to kirana store even though they visit big bazaar. But
some customers are there who never goes to any kirana store.
Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from nearby kirana store even if they come to big bazaar. I can conclude
from this that a kirana store is a competitor of big bazaar. Some customers never go for
shopping in kirana store as of it does not have much variety option available with it.
Probably they are more interested in having a shopping experience rather than to just go
86
Q-19Comparison of Big bazaar with any Kirana store
Convenienc Shopping
87
120
100 100 95
90
80 75
70 Big bazaar
60 60
50 Kirana store
40 40
30 25
20
10 5
0 0
Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a
cheaper price as compared to that of a kirana store. 50% of people say big bazaar
provides better service and another 50% of them say kirana store provides better service.
Each and every customer that is 100% agrees that there are more variety of products
88
available at big bazaar than that of kirana store. As per quality of goods is concerned 60%
of the customer say kirana store provides better qualitative products while 40% of the
customers say big bazaar also provides qualitative products. 75% people say it is more
convenient for them to go to a kirana store while 25% of them say going to big bazaar is
more convenient for them. 90% of respondents said it is a good shopping experience at
big bazaar while 105 of them said that they also have a good shopping experience at
kirana store. As per ambience is concerned 95% of customers said big bazaar provides
much nice ambience than big bazaar while 5% of them said that ambience provided by
Interpretation: I interpreted from this that a kirana store is one of the competitor of
big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides
more satisfaction to customers. Big bazaar should try to improve on each of its attributes
and out compete the kirana store so that it can convert the customers of kirana store to be
89
Q20-Comparison of Big bazaar with others Organized retailers
based on following points
Qualit
Price Service Variety y Convenience Shopping Experience Ambience
60
55
50
45
40
Big bazaarO. Org. Retails
35
Column1
30
Analysis: Out of 100 respondents there is nearly 50% of the rspondents who also prefer
going other organised retail store. In every factor there is 50% also find ofter stores also
providing good facalities.
90
SWOT ANALYSIS OF BIG BAZAAR
A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of
any company. This analysis will explain about the strengths, weaknesses, opportunities
Cheap price
Volume sales
91
Opportunities for Big bazaar
To open up more and more number of big bazaars in different cities of the
country.
products.
92
9
FINDING
93
FINDINGS
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.
At present time Big Bazaar provide different types of product assortments to the
customers.
Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.
Big bazaar has a good reputation of itself in the market.
Big bazaar has positioned itself in the market as a discounted store.
Big bazaar holds a huge customer base. The majority of customers belong to
middle class family.
Impulse buying behavior of customers comes in to play most of the times in big
bazaar.
There are more than 300 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.
94
The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.
10
SUGGESTIONS
95
SUGGESTIONS
Big bazaar should include more of branded products its product category so as to
Big bazaar should provide large parking space for its customers so that they can
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
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.
and queries. The person sitting at the help desk of big bazaar should be able to
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LIMITATION
OF
STUDY
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LIMITATIONS OF THE STUDY :
The company at Noida does not set the major strategies but is the follower of
No much data from past was available but had to frame by project based on
issues.
Time period for the study was also limited to make any further add on .
Time has been a major constraint throughout the study as it has been only for
duration of 1 month.
Enough care is taken in formulating the questionaire, still some errors may
creep in.
and the personal skills of the person undertaking the project affect the results.
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CONCLUSION
CONCLUSION
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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
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 from the study that the customers
are quite satisfied with big bazaar. As of now there are 295 big bazaars in different cities
of India, it seems that there is a vast growth of big bazaar lying as customers demand is
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
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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
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BIBLIOGRAPHY
Malhotra K. Naresh, “Marketing Research” pp-34-47 Research Prentice hall of India pvt
Ltd
Louden D.L. & Bitta Delia, “Consumer Behaviour” ,ed 4th pp-72-80 ,Tata Mc. Graw hill
Publication.
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ANNEXURE(S)
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Questionnaire
PART-1
1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
PART-2
a. Below 10,000
b. 20,000 – 40,000
c. 40,000 – 60,000
a. Weekly
b. Monthly
c. Quarterly
d. On unplanned basis
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3. Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a. a) Yes b) No
3(a) If yes then what are the other retail outlets do you intend to visit in a mall?
b. Garment Outlet
c. Footwear Outlet
d. Food Court
e. Entertainment
f. Gift Corner
a. Shopping
b. Outing
c. Others
a. Cloths
b. Grocery
c. Food Item
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d. Leather Item
e. Electronic Item
f. Gift Item
6. On an average how much amount of money do you spend in a visit to Big Bazaar?
a. Below 500
b. 500 – 1000
c. 1000 – 1500
d. 1500 – 2000
c. 1 hour to 1 ½ hours
d. 1 ½ hours to 2 hours
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8. Which days of the week do you prefer to visit Big Bazaar?
a. Week days
b. Weekends
9. Which time of the day do you mostly prefer to visit Big Bazaar?
a. 10am – 1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm – 10pm
10. Do you go with a planned list of products to be purchased from Big Bazaar?
11. Do you prepare a list of brands in advance when you visit to Big Bazaar?
a. a) Yes b) No c) Depends on
category
a. Cloths
b. Leather Items
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c. Electronic Items
d. Grocery
e. Gift Items
a. Price
b. Service
c Ambience
c. Product Variety
d. Product Quality
e. Convenience
15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5
scale?
a. Very good
b. Good
c. Ok
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d. Poor
e. Very poor
i. Hired vehicle
ii. Two-wheeler
iii. Four-wheeler
ii. Adequate
i. a) Yes b) No
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1. Kirana store II. Big Bazaar
v. Convenience
1. Kirana store II. Big Bazaar
20. Compare others organized retail stores with Big Bazaar on the following
parameters.
1. Price
I.Big Bazaar II. Others Organized Retailer
2. Service
. I.Big Bazaar II. Others Organized Retailer
3. Variety
I.Big Bazaar II. Others Organized Retailer
4. Quality
I.Big Bazaar II. Others Organized Retailer
5. Convenience
I.Big Bazaar II. Others Organized Retailer
6. Shopping Experience
I.Big Bazaar II. Others Organized Retailer
7 Ambience
I.Big Bazaar II. Others Organized Retailer
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