A

RESEARCH PROJECT REPORT

ON

“Consumer Perception toward Big Bazaar”

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION(MBA)

(SESSION 2008-2010)

UNDER THE SUPERVISION OF: SUBMITTED BY:

Mrs. Ankita Sanwalia Tarun Garg
Department of Mgt. M.B.A. (Final)
Lecturer S.I.M.T ROLL NO: 108049
UNIV ROLL NO….

SARASWATI INSTITUTE OF MANAGEMENT & TECHNOLOGY

KURUKSHETRA UNIVERSITY, KURUKSHETRA

1
 DECLARATION

I hereby declare that the dissertation entitled “Customers perception towards

Big Bazaar” submitted for the degree of master of business administration is
my original work and the award of any degree, diploma, associate ship,
fellowship or similar other titles. It has not been submitted to any other
university or institution for the award of any degree or diploma.

Tarun Garg

2
 CERTIFICATE

Certified that the research project entitled “Customers perception towards Big
Bazaar” done by Tarun Garg during the period of his study under my
guidance and that the research project has not previously formed the basis for
the award of any degree, diploma, associate ship, fellowship or similar other
titles and that it is independent work done by him.

Mrs. Ankita Sanwalia

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 Acknowledgement

I take this opportunity to express my profound debts of gratitude and

obligation, to my esteemed guide Mrs. Ankita Sanwalia Lecturer SIMT for
his most valuable help and creative suggestions at all stages of my work.
His learned advice and guidance always kindled inspiration in the face of
difficulties encountered in the course of this research work.

I am highly grateful to my all lecturers and dedicated staff of S.I.M.T. for

their kind helps from time to time.

I am also thankful to the respondents, all my friends and also to various

experts for their kind and valuable guidance, whom I consulted for my
present work.

Tarun Garg

Table of Content

Sr. No. Particular Page No.

1. Introduction 9
4
 2. Major Retailer in India 10
3. Company Profile 15
4. Research Design 18
5. Conclusion 40
6. Bibliography 43
7. Questionnaire 44

List of charts and graphs

Chart No. Particular Page no.

Graph 1 Distribution of gender 22
Graph 2 Marital status of respondents 23
Graph 3 Occupations distribution of respondents 24
Graph 4 Frequency of respondents visiting 25
Graph 5 Customer perception price offered 26

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Graph 6 Customer perception product variety 27
Graph 7 Perception of shopping experience at the store 28
Graph 8 Customer perception towards parking facilities 29
Graph 9 Customers perception towards billing system 30
Graph 10 Customer perception towards promotion offers 31
Graph 11 Customers perception towards interaction of sale 32
people
Graph 12 Customer perception towards quality of products 33
offered
Graph 13 Customer perception towards facilities provided by 34
Big Bazaar
Graph 14 Showing the reason for which customers shop 35
Graph 15 Showing customer perception towards private label 37
products
Graph 16 Showing customer preference towards brand 38
Graph 17 Show the satisfaction of the customers towards Big 39
Bazaar

EXECUTIVE SUMMARY

Big Bazaar is a chain of shopping malls in India owned by the Pantaloon Group.
Big Bazaar has democratized shopping in India and is so much more than a
hypermarket. Here, you will find over 170,000 products under one roof that
cater to every need of a family, making Big Bazaar India’s favorite shopping
destination. Big Bazaar is the destination where you get products available at
prices lower than the MRP, setting a new level of standard in price, convenience
and quality. It was started in the year 2001 with the slogan “Is se sasta aur
achcha kahin nahi”.

6
The title of the project is “Customer perception towards Big Bazaar(Ambala)”.
The purpose of the study is to understand how the customers perceive the store
and provide suggestions for improvement. The type of the research design used
was the Descriptive Research design and the sampling procedure that was
followed was non probabilistic convenience sampling. The total sample size for
the study is 100 respondents across all the ages, income category, occupation
and gender. Bar charts and other useful tools are used for the analysis of the
study.

Some of the limitations of the study include the biased responses provided by
the respondents; the sample may not represent the whole population, and most
customers were busy with shopping are some of them. Structured questionnaire
were used to get the responses from the respondents by personally interviewing
them in the store. Some of the suggestions provided by the respondents for
improvement include increasing the efficiency of the billing system in
weekends and during festive seasons, proper arrangement of the products,
reducing too much crowd during festive seasons and improvement in parking
facility. Based on the findings the conclusion was that the overall perception of
the customers towards the store is good. The overall perception was good but
there is still scope of improvement, which are the recommendations given for
the study include priority given on the basis of quantity of purchase in the queue
to complete the billing formalities, proper trimming or arrangement of the
products, making aware and attractive, attracting the customers by conveying
the benefits of visiting the store during off season, improving the ambience and
making sales personnel interaction more effective are some of the
recommendations given for the study.

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8
Introduction

The Indian retail industry is the fifth largest in the world. Comprising of
organized and unorganized sectors, India retail industry is one of the fastest
growing industries in India, especially over the last few years. Though initially,
the retail industry in India was mostly unorganized, however with the change of
tastes and preferences of the consumers, the industry is getting more popular
these days and getting organized as well. With growing market demand, the
industry is expected to grow at a pace of 25-30% annually. The India retail
industry is expected to grow from Rs. 35,000 crore in 2004-05 to Rs. 109,000
crore by the year 2010.

Growth of Indian Retail

According to the 8th Annual Global Retail Development Index (GRDI) of AT

Kearney, India retail industry is the most promising emerging market for
investment. In 2007, the retail trade in India had a share of 8-10% in the GDP
(Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also
expected to reach 22% by 2010.
According to a report by Northbride Capita, the India retail industry is expected

9
to grow to US$ 700 billion by 2010. By the same time, the organized sector will
be 20% of the total market share. It can be mentioned here that, the share of
organized sector in 2007 was 7.5% of the total retail market.

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11
Major Retailers in India

Pantaloon:
Pantaloon is one of the biggest retailers in India with more than 450 stores
across the country. Headquartered in Mumbai, it has more than 5 million sq. ft
retail space located across the country. It's growing at an enviable pace and is
expected to reach 30 million sq. ft by the year 2010. In 2001, Pantaloon
launched country's first hypermarket ‘Big Bazaar’. It has the following retail
segments:

 Food & Grocery: Big Bazaar, Food Bazaar

 Home Solutions: Hometown, Furniture Bazaar, Collection-i
 Consumer Electronics: e-zone
 Shoes: Shoe Factory
 Books, Music & Gifts: Depot
 Health & Beauty Care: Star, Sitara
 E-tailing: Futurebazaar.com
 Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its subsidiary
Trent, which operates Westside and Star India Bazaar. Established in 1998, it
also acquired the largest book and music retailer in India ‘Landmark’ in 2005.
Trent owns over 4 lakh sq. ft retail space across the country.

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RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it
came into food & grocery retailing in 1996 with its retail Foodworld stores.
Later it also opened the pharmacy and beauty care outlets ‘Health & Glow’.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail
market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands
like Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular.
It's also investing in other segments of retail. It will invest Rs. 8000-9000 crores
by 2010.

Retail formats in India

Hypermarts/supermarkets: large self-servicing outlets offering products from a

variety of categories.

 Mom-and-pop stores: they are family owned business catering to small

sections; they are individually handled retail outlets and have a personal
touch.
 Departmental stores: are general retail merchandisers offering quality
products and services.
 Convenience stores: are located in residential areas with slightly higher
prices goods due to the convenience offered.
 Shopping malls: the biggest form of retail in India, malls offers customers
a mix of all types of products and services including entertainment and
food under a single roof.
 E-trailers: are retailers providing online buying and selling of products
and services.
 Discount stores: these are factory outlets that give discount on the MRP.

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  Vending: it is a relatively new entry, in the retail sector. Here beverages,
snacks and other small items can be bought via vending machine.
 Category killers: small specialty stores that offer a variety of categories.
They are known as category killers as they focus on specific categories,
such as electronics and sporting goods. This is also known as Multi Brand
Outlets or MBO's.
 Specialty stores: are retail chains dealing in specific categories and
provide deep assortment. Mumbai's Crossword Book Store and RPG's
Music World are a couple of examples.

Challenges facing Indian retail industry

 The tax structure in India favors small retail business

 Lack of adequate infrastructure facilities
 High cost of real estate
 Dissimilarity in consumer groups

 Restrictions in Foreign Direct Investment

 Shortage of retail study options
 Shortage of trained manpower
 Low retail management skill

TheFuture

The retail industry in India is currently growing at a great pace and is expected
to go up to US$ 833 billion by the year 2013. It is further expected to reach US$
1.3 trillion by the year 2018 at a CAGR of 10%. As the country has got a high
growth rates, the consumer spending has also gone up and is also expected to go
up further in the future. In the last four year, the consumer spending in India
climbed up to 75%. As a result, the India retail industry is expected to grow
further in the future days. By the year 2013, the organized sector is also
expected to grow at a CAGR of 40%.

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15
Company Profile:
Type: Subsidiary of Pantaloon Group.
Founded: 2001.
Headquarters: Mumbai, India.
Industry: Retail.
Parent: Pantaloon Group.
Owner: Kishore Biyani.
Slogan: Is se sasta aur accha kahi nahin.

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Big Bazaar is a chain of hypermarket in India, which caters to every family’s
needs and requirements. This retail store is a subsidiary of Future group,
Pantaloons Retail India Ltd. and is an answer to the United States’ Wal-Mart.
Big Bazaar has released the doors for the fashion world, general merchandise
like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best
economical prices.
Big Bazaar group offers more than 100 stores all over the country with an
amalgamation of Indian bazaars’ feel and touch with a convenience and choice
of the modern retail facilities. The retail format of the Big Bazaar group
includes Aadhar, Rural & Home-Town retail chain, Ezone home-improvement
chain, sportswear retailer, depot and music chain is few among others.

History of Big Bazaar

The worldwide country chain, Big Bazaar, is formed by CEO of Future Group,
Mr. Kishore Biyani. The group do not promises more than what it delivers.
Their basic attraction associated with reasonable prices is their Unique Selling
Price.
Though, the products Big Bazaar stores stocks might not be advanced, but the
customers are assured to avail the worth of the money spent by them. In 2001,
the group opened its first store on the VIP Road, Calcutta, which was the
primary departmental store offering regulated services of parking, steel vessels,
apparel, electronics etc under the one roof at the competitive prices. Big Bazaar
has become a massive hit with lower middle-class and middle class people as a
major client base.
At present, the Future Group comprises various formats and brands like
Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand
Factory, LootMart, HomeTown and Central. The Big Bazaar has several stores
located all over the India, among that Chennai, Hyderabad, Ahmedabad,
Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities where the
stores of Big Bazaars are located.
Facilities offered by Big Bazaar
 Online shopping: Big Bazaar has an official website, FutureBazaar.com,
which is one of the most favorite sites among people of India for online
shopping. FutureBazaar is an online business venture of Future Group,
which sells an assortment of products such as fashion, which includes
merchandise for men and women, mobile accessories, mobile handsets
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 and electronics like home theatres, video cameras, digital camera, LCD
TVs, kitchen appliances and many more.
 Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar,
wherein extra and special discounts were offered on Wednesday every
week, to attract the potential buyers into their store.
 Security check: At each exit of Big Bazaar, they use alarm systems or
Electronic Article Surveillance system, which detects the products that
has attached tags or not.

Statement of the Problem:

It is very important for any company to know how the customers perceive their
products, services or the organization as a whole. It is the customer’s
perception which influences the products and services of the organization. If the
organizations makes an attempt to find the customers perception then, it can
alter its products accordingly and offer to its customers. So understanding the
customer’s perception is a very difficult and vital task for the organizations.

The companies should be dynamic and should update themselves according to

the changing needs of the customer. Coming to our study customer perceptions
can give a lot of inputs and scope for improvement, lots of customers across all
the ages, income groups and occupations visit the store. Different customers
have different experiences and perceptions towards the store, understanding
these differences and rendering what the customers need is very vital for the
survival and the growth of the store. In this study we are attempting to
understand the customer perceptions so that the store can improve upon in the
areas where the customers do not have good perceptions.

Ascertaining customer’s perception becomes very complicated when it comes to

retailing, as it is a part of service sector. Lot of complications are involved in
ascertaining the perception like firstly, retailing is a service (which is intangible)
and secondly, it is very difficult to understand how the customers perceive. So
understanding the customer’s perception helps the store to improve itself in
many areas.

Objectives of the study:

1. To know the overall perception of the customers towards Big Bazaar.

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 2. To know the frequency of the customers visiting the store.

3. To know the gender, marital status and occupation of the respondents

visiting the store.

4. To ascertain and understand the perception towards the prices, product

variety, the shopping experience, parking facility, billing system,
promotions offered, interaction of the sales personnel with the customers
and the quality of the products offered at BIG BAZAAR.

5. To know the reasons so as to why the people shop at BIG BAZAAR.

6. Whether customers know the private label product or not.

Scope of the study:

The data was collected from the respondents across all the ages, income
groups, occupation and gender. The total sample size for the study is 100. The
study involves ascertaining the customer perception towards various areas such
as price, promotions offered, billing system and parking facility etc. The study
also tries to know why the customers visit and shop at BIG BAZAAR and get
valuable suggestions from them. So the study tried to get the responses almost
all kinds of respondents.

Type of research design

Meaning: A research design is a method and procedure for acquiring

information needed to solve the problem. A research design is a basic plan that
helps in data collection or analysis. It specifies the type of information to be
collected, the source and collection procedure. A good research decision will
ensure that the data collected is relevant to the objectives to be achieved.

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 Types of Research Design:

1. Exploratory Research

2. Descriptive Research

3. Causal Research Design

• Exploratory research design:

Exploratory research focuses on the discovery of the ideas; the major purpose of
this study is to identify the problem. Exploratory study is used in the initial
phase of the research. The broad and vague problem divided into small and
precise statements. Exploratory research is intended to develop initial insight
and provide direction for any other further research needed.

• Descriptive research design:

It is a research, having clearly defined objectives and data requirements and is

capable of suggesting a specific course of action to be taken by the decision
makers. As the name suggests, it implies to describe something. It is intended to
generate data describing characteristics of the groups such as consumers,
Salespeople, Market areas; Questionnaires can be used to gather data.

• Causal research design:

The design attempts to specify the nature of functional relationship between two
or more variable factors present in the problem environment. Experimentation is
done to find the effect of one factor on the other. The objective of the causal
research includes: to study the Cause-Effect relationship of factors that affect
the market.

Research Method
There are mainly five types of research methods used in a study. They are:

• Observation

• Experimentation

• Survey

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• Test Marketing

• Consumer panel

For this study, the survey and observation method were more appropriate then
other methods because the study required the responses from the respondents
and survey method suited the most.

Type of Data
There are mainly two types of data collection method. They are:

1. Primary data 2. Secondary data

Primary data is the data, which is collected at the first hand either by the
researcher or by someone else especially for the purpose of the study.
Communication and observation are two basic means of obtaining primary data.
Communication involves the questioning of respondents to secure the described
information using a data collection instrument. Observation does not involve
questioning. Rather it means that the situation of interests is checked and the
relevant facts, actions and behaviour are recorded.

The primary data for this study was collected through questionnaires. This
method of data collection is quite popular, particularly in case of big enquiries.
The questionnaire has been used to survey the customers who visit the BIG
BAZAAR store.

Secondary data includes those data, which are collected for some earlier
research work and are applicable in the study, the study researcher has presently
undertaken. Efficacious use of secondary data can both save money and time of
the researcher. The researcher using secondary data must also know the
fundamentals of the primary data collection. Secondary data is a valuable source
of data.

Though the secondary data is less expensive and can be collected within a short
period of time yet, they do not solve the research problems completely. This
may be due to different units of its measurement, different classes employed to

21
report data, which may become outdated by the time of its publication, this data
may not be adequately processed, it may not be sufficient and so on.

The source of secondary data for this research is mainly internet.

Sampling Procedure
In the study of this kind primary data plays a vital role. Regardless of the
method used to obtain the primary data (experimentation, observation and
survey), the researcher has to decide whether the data to be obtained from every
unit of the population under study or only a representative portion of the
population will be used.

The first approach, which is collecting data about each and every unit of the
population, is called census method.

The second approach, where only a few units of population under study are
considered for analysis is called sampling method.

Sampling plan
Type of sampling: The sampling is non-probability convenient sampling of
customers. The respondents are chosen according to the convenience of the
researcher. The customers who gave visit to the store during the study they were
picked randomly according to the researcher convenience.

Sample size: The total sample size for the study was 100 responde

Research Instrument
The instrument used in the study is – structured questionnaire.

Method of data collection

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The data was collected by personally interviewing all the respondents.

Limitations of the study

Every research is carried under some boundaries and this research is not an
exception.

The limitations of this research are:

 The opinion of the respondents visiting the BIG BAZAAR store may not
represent the whole population.

 Due to the limitations of time, a larger respondent base could not be

covered and was limited to a sample size of 100 respondents.

 There might have been tendencies among the respondents to filter their
responses under the given conditions.

 The customer’s opinion might have been biased and may not represent
the whole population of the city.

 Most customers were busy and pre-occupied with shopping.

 Analysis of data obtained from the questionnaire was done on the

assumption that honest and correct information had been given by the
respondents.

Table No.1 shows Gender of respondents

Options Responses Percentages %

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Male 53 53%
Female 47 47%
Total 100 100%

Analysis:

The survey consist 53 male respondents and 47 female respondents. The given
gender distribution for the study the male respondents are more than the female
respondents.

Table No.2 shows the Marital Status of the respondents.

Options Responses Percentage %

24
Married 39 39%
Unmarried 61 61%
Total 100 100%

Analysis
The above table shows the marital status of the respondents. About 39% of
respondents are married and 61% of respondents are unmarried.

Table No 3: shows the Occupation distribution of the respondents.

Options Responses Percentages%

Students 32 32%
Business Man 23 23%
Employee 30 30%
Other 15 15%

25
 Students Business man employee other

15%
32%

30%

23%

Analysis
From the above table students business man and employee have equal responses
of the respondents except the other which consist the 15% of the respondent.

Table no. 4 : showing the Frequency of Respondents visiting Big Bazaar stores

Options Respondents Percentages %

Once in a week 16 16%
Twice in a week 10 10%
Once in a month 25 25%
Occasionally 49 49%

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ANALYSIS AND INTERPRETATION:
About 16% of the respondents would like to visit the store once in a
week; this day will be mostly weekend’s .i.e. Saturdays and Sundays. Very few
respondents would like to visit twice in a week that are 10%. About 25% of the
respondents would find it ideal to visit once in a month, which is second highest
frequency of visiting the stores. And at last only 49% of the respondents
would.like to visit occasionally as most of them do not want to miss the
experience of shopping or due to need that arise for the products and
promotional offer.

Table No.5 shows the Customers perception of prices offered

Options Respondents Percentages %

Economical 25 25%
Competitive 40 40%
Satisfied 30 30%
High 5 5%

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Analysis and Interpretation:

About 25% of the respondents feel that a price of the products at “Big Bazaar”
is economical i.e. they are not too high and not too low. About 40% of the
respondents feel that the prices are competitive and 5% of the respondents feel
the prices are high and they are unsatisfied price of the product in Big Bazaar.
The above table shows that 30% of the respondents feel the prices at the store
are affordable and price of the product do not bother much while making a
purchase decision.

Table No.6 shows the Customer perception of product variety

Options Respondents Percentages %

Narrow(Poor) 7 7%
Average 13 13 %
Broad(Good) 80 80 %
Total 100 100 %

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Analysis and Interpretation:
The above chart show that 7% of the respondents say that product variety in Big
Bazaar is narrow. And 13% say that it is average. But 80% of the respondents
feel that products variety is broad in Big Bazaar.

Table No.7 shows the Customer perception towards shopping experience

Options Respondents Percentage %

Delighted 25 25%
Satisfied 70 70%
Unsatisfied 5 5%
Total 100 100%

29
 80

70

60

50

40

30

20

10

0
Delighted Satisfied Unsatisfied

Analysis and Interpretation:

More than half of the respondents fell that the shopping experience at “Big
Bazaar” is followed by 70% who feel that they are satisfied and 25% of the
respondent have delighted shopping experience. But 5% have unsatisfied (Poor)
experience.

Table No.8 shows the Customer perception towards parking facility

Options Respondents Percentage %

Poor 40 40 %
Average 45 45%
Good 15 15 %
Total 100 100%

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Analysis
The above table shows that 45% of the respondents say that the parking facility
is average and 15% of the respondents say its good, and finally 40% of the
respondents feel that the parking facility is poor. The capacity of the parking
facility is about 30 to 50 vehicles. On the weekends customers face difficulty of
finding parking place .i.e. both two wheeler and four wheeler vehicle owners.
So from the above table it is clear that majority of the respondents perceive the
parking facility provided as average followed by the options good and poor.

Table No.9 shows the Customer perception towards billing system

Options Respondents Percentage %

Poor 33 33 %
Average 40 40 %
Good 27 27 %
Total 100 100 %

31
 45

40

35

30
Customers

25

20

15

10

0
Poor Average Good

Analysis and Interpretation:

The above table indicates that 40% of the respondents perceive that the billing
system is average followed by 27% of the respondents perceiving as good and
33% as poor. Customers find it difficult with the long Billing counters during
the weekends as compared to the week days. The above table clearly indicates
that the perception towards the functioning of the billing counter is average and
needs to function more efficiently.

Table No10: shows the Customer perception towards the promotions

Options Respondents Percentage %

Poor 12 12 %
Average 46 46 %
Good 42 42 %
Total 100 100 %

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Analysis and Interpretation:

42% of the Customers visiting the stores perceive that the promotions offered at
store are good and 46% of the respondents feel that the promotions offered are
average and finally 12% of the respondents perceive that the promotions offered
are ineffective. From the above table we can say that the promotions offered
during the festivals, and in other off seasons are effective and most of the
respondents respond to and feel good about the promotions offered at the store.

Table No 11: shows the Customer perception towards Interaction of Sales

people

Options Respondents Percentage %

Less interaction 32 32 %
More Interaction 68 68 %
Total 100 100 %

33
 80

70

60

50

40

30

20

10

0
Less Interaction Much Interaction

Table No.12 shows the Customer perception towards quality of the products
offered

Options Respondents Percentage %

Poor 2 2%
Average 27 27 %
Good 71 71 %
Total 100 100 %

34
Analysis and Interpretation:

From the above table it is clear that only 2% of the respondents feel that the
quality of the products offered at the store is poor, which is negligible. And
about 27% of the respondents saying that the quality of the products offered are
average followed by 71% of the respondents expressing that the quality of the
products is good. So from the above table it is clear that the respondents are
pretty much comfortable with the quality of the products offered at the store.

Table no.13: Show facilities provided by Big Bazaar much better than other
retail store

Options Respondents Percentage %

Yes 84 84 %
No 16 16 %
Total 100 100 %

35
 Yes
No

Analysis and interpretation:

The above table show that 84% of the respondents say that the facilities
provided by the Big Bazaar, much better than other retail stores. But only 16%
of the respondents say no extra facilities provided by Big Bazaar.

Table no.14 show why do customers shop at Big Bazaar

Options Respondents Percentage %

Good ambiance 2 2%
It is one stop shop 66 66%
Easy accessibility of 10 10%
store
Reasonable price 8 8%
Good quality of product 9 9%
All of them 5 5%

36
 Good Ambiance It is one stop shop Eassy accessibility of store
reasonable Price Good quality of Product All of Them

2%
5%
9%
8%

10%

66%

Analysis and Interpretation:

From the above table it is clear that most of the customers shop at Big Bazaar
because it offers reasonable prices, about 8% of the customers shop due to this
reason. And about 66% of the customers, which is most force to shop because
the store is one stop shop and 9% of the customers shop due to the good quality
of the products offered in the store followed by 10% of the customers because
of easy accessibility of the stores and 2% of the customers because of good
ambience at the store. Only 5% of the customers come to Big Bazaar because
all of them.

So from the above table we can infer that reasonable prices is the most
dominating factor that make the customers to shop at Big Bazaar and the other
factors in the hierarchy include it is a one stop shop, good shopping experience,
good quality of the products offered, easy accessibility of the stores and at last
which is the least dominating factor is good ambience.

37
Table no.15 show customers know the private label products

Options Respondents Percentage %

Yes 57 57 %
No 43 43 %
Total 100 100 %

38
 Analysis and Interpretation

This table indicate that very few number of customers know about the private
label product which is offered by Big Bazaar. 57% of the respondents know
about the private label products and 43% of the customers do not know the
private label product.

Table no. 16 show brand prefer by customers

Options Respondents Percentage %

Local brand 10 10%
Store brand 42 42 %
Branded 48 48 %
Total 100 100 %

39
 60
50
Customers

40
30
20
10
0
Local Store Brands Branded

Analysis and Interpretation:

Most of the respondents use the branded product. 61% of the respondents use
branded products and 36% of the customers use the store/private label brand.
Only 3%of the respondents use local brands

So, here we analysis that most of the customers use the branded products as
well private label product.

Table no. 17 show the satisfaction of the customers towards Big Bazaar.

Options Respondents Percentage %

Yes 92 92 %
No 8 8%
Total 100 100 %

40
Analysis and Interpretation:

Most of the respondents say that they are satisfied with products which are
offered by Big Bazaar. 92% of the respondents say they are satisfied and only
8% of the customers unsatisfied and they reply they are not satisfied.

Conclusion

The overall perception of the BIG BAZAAR store is good except in some areas
like billing system during the weekends, and parking facility. The target market
for the BIG BAZAAR hyper market is the growing middle class segment.
Customers found the prices are affordable with a good variety of the products
available under one roof.

Customers responded positively to the promotions offered at the store, with the
sales during the weekends and festive seasons picking up nicely. The quality of

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the products offered at the store was also very well accepted by the customers,
and customers also enjoyed the food offered at the food stop.

Reasonable price of the products at the store was the driving factor for the
customers to shop in the store. Most of the customers found it convenient to
visit the store once in a week.

So we can conclude that the overall perception of the customers towards the
store is positive and are satisfied with the way the store is managed.

RECOMMENDATIONS

• The problem of the billing system comes into picture during the weekends and
during the festive seasons, where in it takes a lot of time for the customers to
complete the billing formalities. So the store should take certain steps where the
customers without any difficulty pays the bill and comes out of the queue as
soon as possible. For this the store can give priority for the customers whose
purchases are bulky and allow that customer to come out of the queue as soon

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as possible because of the bulk purchases made by that customer. In this way by
introducing certain flexibility the problems can be reduced.

• During the festive seasons and weekends the store will be too crowded and
customers do not find it comfortable to shop. So it is important that there will be
smooth flow of the customers within the store and the customer finds it easy to
shop during this period. For this reason the store can covey the benefits of
visiting the store during the off season to the customer. The same strategy can
be used by the store to reduce the problem of parking during the weekends and
festivals.

• The sales personnel in the store also play a very vital role in influencing the
customer perception towards the store. As sales people in the store are the one
who face the customers and interact with them on the consistent basis they
should posses a descent knowledge about the products in which they are
involved in selling and make sure that they behave in a right way with the
customers.

• The store should not focus only on one or two areas to improve the customer
perception towards the store instead, the organization should involve itself in
improving all the customer influencing areas and try to improve the overall
customer perception towards the store.

• The tidiness of the store also helps in enhancing the image of the store. The
employees should make sure that the floors of the store are clean and no dust
should be found on the products. These small things should be taken care of
regularly and should not be ignored thinking that these are small things.

• The ambience within the store also plays a very important role in influencing
the customer perception towards the store. The ambience, such as the lighting in
the store, the music that is being played etc. should be taken care of. Good
ambience for shopping improves the customer perception.

• One bad instance in the store can disappoint the customers. So the employees
in the store should make sure that, no bad instance is faced by the customers
while shopping. Practicing this enhances the customer perception towards the
store.

• Last and not the least all the employees should work as a team to provide a
better shopping experience to the customers. At the end of the day what counts
is, what is that the customers have taken away from the store. So all the
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employees should work as a team and provide a good shopping experience to
the customers so that the customers visit the store frequently.

BIBLIOGRAPHY

 Internet GOOGLE AND WIKIPEDIA.COM

 MARKETING MANAGEMENT T.N. CHABRA

 REEDER ROBART R. INDUTRIAL MARKETING ANALYSIS, PLANNING AND CONTROL

ENGLEWOOD CHILS, NEW JERSAY PRENTICE HALLINC. 1991

 VITALE , BUSINESS TO BUSINESS MARKETING, THOMSAN LEARNING MUMBAI

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  HAVALDAR, KRISHNA K . INDUSTRIAL MARKETING, TMH , NEW DELHI

 GROSS . AC. BUSINESS MARKETING BOSTON, HOUGHTON MIFFLIN 1993

 HILL,RICHARD, ETC. INDUSTRIAL MARKETING. HOMEWOOD ILLINOIS, RICHARD D. IRWAN,

1975

QUESTIONERE

Name…………………………… Contact

No…………………

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 Gender: Male Female
 Marital status: Married Unmarried
 Occupation Student Business Man
Employee Others

Sir/Madam

I am a student of Saraswati Institute of Management & Technology

Teek,(Kaithal) doing a study on consumer perception towards Big Bazaar.
Kindly answer the question listed below. Responses provided would be strictly
used for academic purpose.

1. How frequently do you visit Big Bazaar?

Once in a week Twice in a week

Once in a month Occasionally

2. How do you perceive the price offered at Big Bazaar?

Economical Competitive Satisfied

3. The product variety at Big Bazaar is?

Narrow (Poor) Average Broad (Good)

4. The shopping experience at Big Bazaar is?

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 Delighted Satisfied Unsatisfied

5. The parking facility at Big Bazaar is?

Poor Average Good

6. How is the billing system at Big Bazaar?

Poor Average Good

7. The promotion offers by Big Bazaar are?

Poor Average Good

8. The interaction of sales people with the customer in the store is?

Less interaction Much Interaction

9. The quality of the product offered at Big Bazaar is?

Poor Average Goods

10.Do you think the facilities provided by the Big Bazaar, are much better than the
other retail stores?
Yes No

11.You shop at Big Bazaar because of

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 Good ambience it is one stop shop easy accessibility of store

Reasonable price Good quality of product All of above

12.Do you know about the private labeling products?

Yes No

13.Which type of brand you prefer while doing shopping?

Local Store brand/private label Branded

14.Are you satisfied with products which are offered by Big Bazaar?

Yes No

15.Have you faced any problem while shopping at Big Bazaar?

Please write………………………………..............................................
……………………………………………………………………………………
……………………………………………………………………..

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