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“A Study on Buying Behavior of Customers
in Big Bazaar at KOLKATA”
Submitted to ALL INDIA MANAGEMENT ASSOCIATION CENTER FOR MANAGEMENT EDUCATION, 14 INSTITUTIONAL AREA, LODHI ROAD NEW DELHI100003
Mr. SONTOSH SHARMA ASSISTANT SALES MANAGER
For the partial fulfillment of Post Graduation Diploma in Management
I take this as an opportunity to thank with bottom of my hear all those without whom the journey of doing my project would not have been as pleasant as it has been to me. Working on my project was a constant learning experience with all sweat and tear which was its due but not without being richly stimulating experience of life time. For any project to be a success, it is very important to get the right guidance and support which I got from my Guide Mr.RUMEET BHATNAGAR. I express my gratitude to my faculty guide for inspiring me throughout the project. Finally I would like to convey my heartiest thanks to all my well wishers for their blessing and co-operation throughout my study. They boosted me up every day to work with a new and high spirit.
CHAPTER-I i) Introduction ii) Objectives of the study iii) Scope of the study iv) v) CHAPTER-II Theoretical perspective
Importance of study Research Methodology
CHAPTER-III i) Data collection ii) Data analysis and interpretations CHAPTER-IV i) Findings of research ii) Recommendations iii) Conclusion CHAPTER-V Limitations of the study ANNEXURE(S) Questionnaire Bibliography
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 buying behavior of customer’s in big bazaar and the satisfaction level of customers in big bazaar. It is the changing tastes and preference of customer which has bought in a change in the market. 4 . malls. branded retail outlets and specialty stores. New generation people are no more dependent on haat market and far off departmental stores. the market scenario is also changing from time to time. Income level of the people has changed. Today’s market scenario is very different from that of the market scenario before 1990. life styles and social class of people have completely changed now than that of olden days. shopper’s stop. Today we can see a new era in market with the opening up of many departmental stores. hyper market.I Introduction As customer’s tastes and preferences are changing. My study is based on a survey done on customers of a hypermarket named big bazaar.CHAPTER . In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. My study will find out the current status of big bazaar and determine where it stands in the current market. There have been many factors responsible for the changing market scenario. 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 mark.
To study the satisfaction level of customers in different attributes of Big Bazaar. To find out the customers response towards Big Bazaar. 5. To determine the current status of Big Bazaar. 4. It aim to understand the skill of the company in the area like technological advancement. competition in management. The scope of research is limited for KOLKATA area. This study only focuses on urban buying behavior of customers because the research conducted in KOLKATA area. 2. OBJECTIVES OF THE STUDY 1. Scope of Study The scope of this research is to identify the buying behavior of customers of Big Bazaar in KOLKATA area. 5 . This research is based on primary data and secondary data. It provides help to further the research for organized retail sector in KOLKATA area. To identify main competitors of Big Bazaar. 3. wants & demands. To find out the buying behavior of the customers coming in to Big Bazaar in KOLKATA. 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. Due to time constraint only limited number of persons contacted.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 .
The study provide guideline to further extension of Big Bazaar in KOLKATA area . The study rate of customer satisfaction level with Big Bazaar for KOLKATA area.The study provide help to know the customers satisfaction with Big Bazaar stores. 6 . Research says about customer buying behavior towards Big Bazaar in KOLKATA area. The research shows future Scenario of Big Bazaar in current perspective. Research say about main competitors in the field of organized retail sectors. The research is also important to identify Market size.Importance of Study The study shows customers buying pattern with Big Bazaar in KOLKATA area. Its provide guideline for further research in KOLKATA area for organized retail. The study shows Opportunities and challenges for Big Bazaar respect of internal & external environment. growth and Market Potential of Big Bazaar in KOLKATA area.
sophistication. Research Design Exploratory Research. Some other relevant information collected through secondary data 7 . It is a process requiring care. customers tastes and preferences play a vital role in today’s generation. Area of study: The study is exclusively done in the area of marketing. experience. and imagination for which there can be no mechanical substitutes.Convenience sampling Sample Size: 350 Customers Data Collection : Data is collected from various customers through personal interaction. business judgment. Data is collected with mere interaction and formal discussion with different respondents. Research Methodology is required in every industry for acquiring knowledge of their products. Research Methodology is a set of various methods to be followed to find out various information’s regarding market strata of different products. Sampling Design: Non Probability sampling.Research Methodology Technology. Specific questionnaire is prepared for collecting data.
8 .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.
CHAPTER-II Theoretical Perspective 10 .
From a size of only Rs. The TOTAL retail market.000 crore by 2005 A study by McKinsey points out that India's market for consumer goods can reach a w $450 billion by 2011 . There is no supply chain management perspective. as indicated above will grow 20 per cent annually from Rs. the last link in supply chain – connecting the bulk procedures of commodities to the final consumers. Further. both as a global base and a domestic market. only a Rs. And it seems to be the retail sector that will give the desi consumer royal status. however.making it one of the five largest in the world. Although FDI 11 . an overwhelming proportion of the Rs.000 crore in 2000 to Rs. KPMG in a recent report titled `Consumer Markets in India . According to a survey b y AT Kearney.the next big thing?' has said: "India represents an economic opportunity on a massive scale. Retailing is the final step in the distribution of merchandise. In this study I will try to find out the present scenario of retail market in India. the ORGANISED retail industry will grow to Rs.Theoretical Perspective Retailing The Indian consumer could well be crowned King with all economic indicators in the right place. In fact. 400. Retailing in India is thoroughly unorganized. 20. however. 400. finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector.20. 160.000 crore retail market is UNORGANISED.000 crore segment of the market is organized. Queuing up for the coronation ceremony are a multitude of global companies that are looking at India as the next consumer market powerhouse. "Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future.000 crore.000 crore by 2005." The report. 800.
strong income growth and favourable demographic patterns. diversifying business to reduce reliance on the commodity nature of fuel retail business and improve margins are the key factors that has lead fuel majors to 12 . most companies believe that will not be for long. KPMG India.a multi-brand departmental outlet and the Crossroads Mall set up by the Piramal’s. optimal utilization of real estate. a number of large business groups such as Tata’s. According to EIU.a leading supermarket chain set up by RPG. the Raheja’s Rs1.9bn Food World . KPMG finds that the organised retail sector in India is expected to grow at a higher rate than GDP growth in the next five years.Consumer Markets. The Economist Intelligence Unit (EIU) country briefing on India. they are beginning to assume the contours of a serious business today. The structure of retailing is developing rapidly with malls becoming iKOLKATAeasingly common in large cities. But this scenario is changing fast. 2005. especially in retail. FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey.remains highly restricted in retailing. KPMG is in fact going ahead with its plans to conduct a series of five roadshows in the US and a few countries in Europe to hold discussions about the opportunities in India's consumer markets. ft. Thesem include the Rs1.9 billion in 2009. In fact. driven by changing lifestyles. estimates the retail market in India will grow from $394 billion in 2005 to $608. Emerging trends in organized retailing Over the last five years. RPG. Executive Director and Head . out of which 96 per cent are smaller than 500 sq. India currently has more than five million retails outlets. in which he expressed confidence that he would be able to get the Left parties on board on the matter. Fuel retailers. Raheja’s and Piramal’s has set up stores/malls and built businesses within retail. and development plans being projected at 150 new shopping malls by 2008. Suitability of location." says Deepankar Sanwalka.8bn Shopper’s Stop . And the numbers do lend credence to the enthusiasm. While many of these initiatives were initially driven by the need to use existing real estate. notably BPCL and HPCL are also expanding their presence from fuel retail to grocery and convenience stores.
ITC. footwear and durables have driven the growth of specialty chains and upgraded existing multi-brand outlet. Also. Brands in apparel. owner-managed shops. including large real estate companies. RPG Enterprises. More and more corporate houses. are now entering the retail business directly or indirectly. Omaxe and mega retailers like Crosswords. The Piramals.the food chain in North India. Rahejas. Shopper's Stop and Pantaloon have taken the lead in organised retailing. existing family owned businesses are expanding their businesses. S. Theme for a mall Although the retail sector in India highly fragmented and consists predominantly of small.a 40-year old Chennai based chain selling consumer durables and Narula’s . Aerens. independent. Tatas. Interestingly. One sign of the modernization of Indian retailing is the rapid growth in the number of speciality malls and theme malls. 13 . it happens to be the country's second largest employer after agriculture. The more successful of them are the Nilgiris . manufacturers are also looking for forward integration and are building chains around brands. Viveks . Kumar's.enter into the retailing.a Bangalore base food retailer.
The future is promising the market is growing government 14 . Auto Mall. Retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. apparel. etc catering to specific needs and occasions have been completed or announced. Speciality malls are already a success in the West. automobiles and telecom products. whereas the concept is in its infancy in India.Growth projections for retail business vary widely. This share has already grown to 2 per cent. With consumer sentiment positive during most of 2004. consumer durables and electronics. Retail industry in India is at the cross road. several theme malls such as Gold Souk (jewellery malls). Electronic Mall. Some studies estimate that by 2007. It has emerged as one of the most dynamic and fast paced industries with several player entering the market. Many top developers are now toying with the idea of developing speciality malls. Four product categories have led the organised retailing wave: foods. clothing and lifestyle. One could venture so far as to say speciality and theme based retailing will drive the growth of organized retailing in India. organised retailing accounted for a mere $2. lifestyle products.accounting for only around two per cent of the $180 billion retail market in India . In recent times. rapid growth of existing players. At the beginning of this decade.Emergence of specialty retailing Though organised retailing is still at a nascent stage . Wedding Mall. the share of organised retail in the retail pie will jump three times to reach 5-6 per cent. This is only 1. start-up of new-generation shopping malls.9 billion in India. it led to substantial spending across a number of categories such as consumer durables. ORGAINSED RETAILING Organised retailing got a leg up during 2004 with the opening of new format stores.it is likely to touch 10 per cent by the end of this decade.25 per cent of the estimated total retail market. the Government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association.
Some key facts retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. The headquartered in Mumbai the company operates over 12 million square feet of retail space as over one thousand stores across 71 cities in India and employees over 35.000 people. 15 . The market size of Indian retail industry is about US $ 312 billion.policies are becoming more favorable and emerging technology and facilitating operations. Indian consumption cosmos During past decades private final consumption expenditure has been the key driver economic growth in India.
Hyderabad and Bangalore. capital. WRIST WATCHES ETC 16 . WOOLEN CLOTHS FOR KIDS 9. KIDS JEANS AND SHORTS 12. insurance. Big bazaar. The first set of Big bazaar store open in 2001 in Kolkata. group subsidiaries are present in consumer finance. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART. TRIAL ROOM 7. While retail firm the core business activity of future group. JACKETS 4. BABA SUITS 5. HELP DESK 2. MEN ACCESSORIES – SUNGLASSES. KIDS CASUAL WEAR 11. uniquely Indian hypermarket chain. touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls. A layout chart of Big bazaar located at HILAND PARK LAYOUT INDEX 1. KIDS ACCESSORIES 3. food Bazaar a supermarket chain blends he look. led its founder & group CEO Mr. INFANT SHIRTS AND T-SHIRTS 13. brand development & entertainment.The companies leading formats include Pantaloons a chain of fashion outlet. Kishore Biyani is one of India leading business house with multiple business spanning across the consumption space. SECTION DESCRIPTION) 8. WINTER WEAR 10. FUTURE GROUP Future group. LADIES TOPS 6.
14. MEN FORMAL SHIRTS 30. SOFT TOYS 15. 17 . LADIES COSMETICS 23. MEN ETHINICS DESCRIPTION HELP DESK – As you can see from the layout. MEN FABRICS 33. CASH COUNTER 28. the Help Desk is located in a place where everyone has their first sight that is in front of the entrance. LADIES FORMALS(OFFICE WEAR) 20. SPORTS 26. HOME FURNISHING (CURTAIN CLOTHS. Help Desk uses paging service as a tool for the convenience of its employees and customers. LADIES WESTERN 19. SCHEME BASED PROMOTIONAL ITEMS 27. LADIES ACCESSORIES – LINGERIES 21. MEN SUITS AND BLAZERS 32. MEN TROUSERS 31. HOME DECORATIVE ITEMS 16. LADIES PERFUMERIES 22. CARPETS) 29. LUGGAGE 24. 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. MUSIC COUNTER 17. LADIES ETHINIC 18. FOOTWEAR 25.
ladies perfumeries. trolleys. Non-Promotional scheme – There are various other products available without any promotional scheme which includes jeans. Here the price of the apparel ranges from Rs99 to Rs1000 approx. Food Bazaar – The food bazaar is in the 1st floor of the building. infant winter wear etc. In this section the pillars are used for displaying information like size chart and section description. infant t-shirts. At one part men formal shirts are available. suckers. suits and blazers. LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The apparels are available at a price of Rs59 onwards. Sitting arrangements are well 18 . Promotional scheme – With an add on to the above products there are various other products which are available with a promotional scheme. It is divided in to five parts. infant baba suits. The various products under this scheme includes girl t-shirts. In other parts men trousers. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in another part.KIDS SECTION – The kids section is located just at the left corner of the entrance of big bazaar. Here the price ranges from a minimum of Rs99 to Rs899. Various kinds of food items. water bottles are available in one part. fruits and vegetables are available there. kids night wear. and ladies cosmetics respectively. kids salwar suits etc. ladies formals (office wear). ladies accessories – lingerie’s. Kid’s jackets and baba suits are available in another part. ladies western wear. In the kid’s section kid’s accessories like diapers. The ladies section is segregated in to seven parts. fabrics and ethnics are available respectively. Sports Store – At the extreme corner there is a sports store where various kinds of sport items are available. MENS SECTION – Next to it is the men’s section that is in the center. Ladies section starts from ladies ethnics.
Wholetime Director Rakesh Biyani. Cash Counter – The cash counter is located just near the exit BOARD OF DIRECTORS Mr. He is on the Board of 19 . Rakesh Biyani. Prior to joining Pantaloon Retail. and a Certified Internal Auditor. coffee or snacks or any other food item and can relax. Mr. retail stores operations. Gopikishan Biyani. is a commerce graduate and has more than twenty years of experience in the textile business. Chartered Accountants and past president of Indian merchant Chambers. Independent Director Shri Shailesh Haribhakti. IT and exports. Kishore Biyani. Ahmedabad. is a Chartered Accountant. He has been instrumental in the implementation of the various new retail formats. Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. He is the Deputy Managing Partner of Haribhakti & Co. Mr.. is a commerce graduate and has been actively involved in category management. Shailesh Haribhakti. Mr. Ved Prakash Arya. Director Ved Prakash Arya. he was the CEO of Globus. Mr. is an engineer by training and is a graduate of the Indian Institute of Management. Wholetime Director Gopikishan Biyani.made so that people can sit and take tea. Cost Accountant.
Ahmedabad. 1999. Welspun India and Indus League Clothing Ltd. Independent Director Bala Deshpande.. Nagarjuna Construction. Mr. IndusInd Bank and Hinduja TMT. Major Milestones 20 . She also serves on the board of Maharishi Commerce Ltd and Samay Books Ltd. is Independent Director. He also serves on the board of Mahindra Gesco. S Doreswamy. Anju Poddar. NIFT. He is on the Board of Company since June 1. Unitech. and also serves on the boards of Deccan Aviation. is the partner of DM Harish & Co. is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited Dr. Chennai and Bangalore. Associates & Solicitors and an LLM from University of Miami. Doreswamy. Ambuja Cement Eastern Ltd. 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. Hyderabad chapter. O. Mr. Bala Deshpande. holds a doctorate from IIT. He is a renowned consultant specializing in international marketing and apparel retail management. Ms. etc. Independent Director D. Independent Director S. Independent Director Anil Harish. Ms. Delhi and is the Director of National Institute of Design (NID). Pantaloon Retail (India) Ltd.several Public Limited Companies. including Indian Petrochemicals Corporation Ltd. Anil Harish. Independent Director Anju Poddar. Koshy. D O Koshy. holds a Bachelor of Engineering from University of Oklahoma and is a Director.
Eat.India’s first hypermarket chain launched. retail media. Shoe Factory. Furniture Bazaar. Future Group Future Group is one of the country’s leading business groups present in retail.000. Future Group is present in 61 cities and 65 rural locations. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. Launch of Pantaloons trouser. 1997 Pantaloons – India’s family store launched in Kolkata. the Indian jeans brand. The group’s flagship company. 1995 John Miller –Formal shirt brand launched. 2001 Big Bazaar. the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund In division. Group enters into joint venture agreements with ETAM Group and Generali. 2005 Fashion Station . 2002 Food Bazaar. 2008.000 square feet 21 . Plans forays into insurance and consumer credit.future group holding becomes the second group company to make a successful initial public offering in the Indian capital market. Pantaloon Retail (India) Limited operates over 10.com are launched across the nation. 1992 Initial public offer (IPO) was made in the month of May. retail spaces and logistics. Celebrate in the Heart of Our City’ . 1987 Company incorporated as Manz Wear Private Limited.future group cross $1 billion mark. 2004 Central – ‘Shop. 1991 Launch of BARE. insurance.India’s first seamless mall is launched in Bangalore. consumer finance. Multiple retail formats including Collection i. Depot and futurebazaar. 2007. India’s first formal trouser brand.the popular fashion chain is launched 2006 Future Capital Holdings. the supermarket chain is launched. ‘Is se sasta aur accha kahi nahin’ . The company starts the distribution of branded garments through multi-brand retail outlets across the nation. EZone. asset management.
Big Bazaar. focuses on asset management and consumer credit. Future Group’s vision is to. Central. “Deliver Everything. or a range of products. Food Bazaar. Brand Factory. has over 1. Daily & Fresh Pantaloon Retail-Formats: Big Bazaar. Books & Beyond. Future Group companies includes. Future Capital Holdings. or both. Brew Bar and Bowling Co. the Aditya Birla Group. the group’s financial arm.com.000 stores and employs over 30.(930. Depot. Indus League Clothing and Galaxy Entertainment which manages Sports Bar. US-based stationary products retailer Staples Inc and UK-based Lee Cooper and India-based Talwalkar’s. eZone. French retailer ETAM group. and Titan Industries with World of Titans showrooms. Future Generali India. Future Money and online retail format www. Spencer’s Hyper. Food Bazaar. Everytime to Every Indian Consumer in the most profitable manner. 22 .000 m2) of retail space.futurebazaar. Everywhere. Spencer’s Super.Rewrite rules. Pantaloons. The group’s joint venture partners include Italian insurance major Generali.” The group considers ‘Indian-ness’ as a core value and its corporate credo is . Future Capital Holdings. Central. Some of its leading retail formats include Pantaloons. Chroma. Steel junction. RPG Retail-Formats: Music World. and Bharti Enterprises Ltd. Depot. Fashion Station. Blue Foods and Liberty Shoes. E-Zone etc. Tanishq outlets. The other three groups are focusing either on perishables and groceries. Star India Bazaar. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd. Home Town. MAJOR INDIAN RETAILERS The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. Retain values. Landmark. aLL.000 people. The Tata Group-Formats: Westside.
HUAWEI Satisfy customers perception is the biggest challenge: In meeting customers' requirements and measuring customers' satisfaction indexes. Hyper City. Qualified services in the operation execution layer.Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance World German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper LITERATURE REVIEW BY SOUMEN CHATTERJEE Unique customer perception (UCP): According to soumen.K Raheja Corp Group-Formats: Shoppers’ Stop. Unique Customer Perception is what is required by companies instead of Unique Selling Proposition. If these perceptions of customer can be analyzed then promotion would be easier for customer centric marketing. In customer satisfaction management. It is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. customer perception should be definitely a key consideration. Home Centre. Pyramid Retail-Formats: Pyramid Megastore. the biggest challenge is customer 23 . Fun City and International Franchise brand stores. Max. Crossword. TruMart Nilgiri’s-Formats: Nilgiri's’ supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. In orbit Lifestyle International-Lifestyle.“Customer Perception is the Rule and not Customer Satisfaction”. This has lead to the concept . Trinethra. technical management layer and business development layer are necessary. It is more important to understand customer expectations and make efforts to exceed their expectations.
perception management. or customer perception satisfaction. hence the core value of services is not like a physical product but the spiritual experience and perception of customers. The final aim and ideal effect of service provisioning is to have customers perceive and enjoy the service. 24 . The major characteristics of service is intangible. one of the key service management objectives shall be meeting customers' perceptive enjoyment. Such perception is both at psychological and behavior levels. Customers are seeking for material deliverables as well as perceptive enjoyment when purchasing a service product. Since perceptive enjoyment is a vital service objective. and it is the contents of high quality life in the modern society.
ORGANIZATIONAL CHART Big Bazaar: Is se sasta aur acha kahin nahin 25 .
Big bazaar is the company’s foray into the world of hypermarket discount stores. Footwear. implicit guarantees and continuous discount programmes have helped in changing the face of the Indian retailing industry. Food Bazaar has proved to be a hit with customers all over the country. The company has recently launched an aggressive private label programme with its own brands of tea. The ambience and customer care adds on to the shopping experience. Is Se Sasta Aur Accha Kahin Nahin !! What's in store for you at Big Bazaar? 1. Touch and Feel the products. coupled with an international shopping experience. ketchups etc. Food Bazaar – Wholesale prices 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.000 products at 6. spices. good ambience. 26 . A leading foreign broking house compared the rush at Big Bazaar to that of a local suburban train. Big Bazaar provides quality items but at an affordable price. It is a very innovative idea and this hypermarket has almost anything under one roof…. you will get: A wide range of products at 6 – 60 % lower than the corresponding market price. Toys. the first of its kind in India. The high quality of service. owned by the Pantaloon Group and which work on Wal-Mart type economies of scale. Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. 70. pulses. With unbeatable prices and vast variety (there are 42 varieties of rice on sale). Big Bazaar Big Bazaar is a chain of shopping malls in India. Household Appliances and more. jams. They have had considerable success in many Indian cities and small towns. Price and the wide array of products are the USP’s in Big Bazaar.Apparel. Range and Price associated with large format stores and also the comfort to See.60 % discount At Big Bazaar. salt.
Women and Children. Products available in Big bazaar Apparel and Accessories for Men. 27 . Baby Accessories. Range and Price associated with large format stores and also the comfort to See. Toys Cosmetics Crockery Electrical Accessories Electronics Footwear Home Textiles Home Needs Household Plastics Hardware Home Decor Luggage Linens Sarees Stationery Utensils & Utilities Dress Materials Suiting & Shirting Household Appliances 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. Touch and Feel the products.If you deal in the categories mentioned there's a big deal of success for you.
tea. milk products.Feel" are offered through the “Mandi” atmosphere created by displaying staples out in the open. Food Bazaar has over 50. 28 . Food Bazaar replicates a local ‘mandi’. rice wheat etc. juices. to provide the much important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar.With store sizes ranging from 8. pulses. The western values of convenience.000 sq. all at very economical and affordable prices without any compromise on quality. Food Bazaar offers the Indian consumer the best of Western and Indian values. the consumer is deprived of this factor.Touch. masalas.2 million customers every day across 4 outlets in India and is soon set to expand and double this figure across 8 outlets all over the country by June 2003. in Mumbai (two stores). it is opening more stores at Gurgaon (Delhi).000 stock keeping units which cover grocery. It was flagged off in April'02. All products are sold below MRP and discounts range between 2% to 20%. Kolkata. FMCG products.000 sq ft to 15. This positioning platform of Food Bazaar is evident from the higher discounts and the wholesale price-points which is below MRP. sugar. Bangalore & Hyderabad. Fruits and vegetables are sold at prices comparable to wholesale prices. Food Bazaar represents the company’s entry into food retail and is targeted across all classes of population. ft.'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets with a difference. New Bombay & Nagpur. cleanliness and hygiene are offered through pre packed commodities and the Indian values of "See. besides fruits and vegetables. At other super markets. It currently caters to over 1. This satisfies the Indian consumer and comforts her before making her final buying decision. Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna Aasaan”.
i) Primary data ii) Secondary data DATA COLLECTION Data is collected by using various methods. PRIMARY SOURCES: 29 .CHAPTER -III Data Collection Data can be classified under two categories depending upon the sources utilized. For the purpose of fulfilling the objective of study and for completing the Research project Report. These categories are. both primary and secondary data collected.
Each answer of the respondent was tabulated to its respective category. SAMPLE SIZE: 350 CONSUMERS contacted during this research work.Questionnaire Keeping in view the objective of study a questionnaire (as given Annexure) was selected there is Twenty in all. Where the respondents did not find the relevant answer in his choice provided. the responses were tabulated. SECONDARY DATA: The second information is taken from company document available on websites The other related journals information and industry association’s sites have also been viewed. they added they added their own choice or left it unanswered. Tabulation After all the questionnaires were collected back. 30 . Collection of the questionnaire Sufficient time was given to the respondents to answer the questionnaire. All questions are small in size and arranged logically. a sample study conducted in KOLKATA. The language is simple to understand. so they left it unanswered. The nature of sampling is NON PROBABITITY –CONVINANCE SAMPLING helped in keeping the path of research in focus throughout the work. Some respondents did not want to answer the questionnaire.they were interviewed personally. Problem faced while collecting and filling questionnaire Some of the respondents were hesitant to answer the questionnaire. SAMPLING DESIGN In the backdrop of objective set. Interview Information was also obtained by conversation with Customers .
I have surveyed around 350 respondents of KOLKATA who come to visit big bazaar. 31 . 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. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below.ANALYSIS I have done a market field survey on big bazaar. The customers gave me valuable information regarding their consumption pattern in big bazaar.
Higher income Group Middle Income Group Lower Income Group No Income Group 5% 50% 20% 25% Customer s monthly income 32 .
10000-40000) No Income Group (< Rs. 40000-60000) 50% 20% Lower Income Group(Rs.60000 pm) that constitute only 5%. The lower income group people come in to big bazaar as they get goods at a discounted price. 33 . Even they purchase goods on a regular basis on a small quantity. 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. So they don’t have much interest to come to big bazaar and do shopping.10000) Analysis: The above diagram shows the distribution of income level of customers coming in to big bazaar.INCOME GROUP 5% 25% Higher Income Group (> Rs. Among the 350 respondents 50% of customers are of middle income level that is between Rs10000 – 40000 per month. Interpretation: Big bazaar is the hub of shopping for middle level income group people because of its reasonable price on its each product category. Least number of customers visiting Big bazaar are the higher income level people (> Rs. 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. Hence big bazaar should include branded products in its product category which will encourage higher income group people to come in to big bazaar.60000) Middle Income Group (Rs. 25% of people belong to no income group which mostly consists of students. The lower income level of people coming to big bazaar constitutes of 20%.
Customers visit Big Bazaar 34 .
it means mostly customers visit weekly and monthly basis for purchase their requirements.Weekly Monthly Quarterly On unplanned basis 29% 34% 23% 14% 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 . 35 .
Yes No 64% 36% Apart from Big Bazaar visit retail outlet Interpretation: From this I interpret that 64% customers of big bazaar visit other retail stores for their requirements and 36% customers of big bazaar generally 36 .
10% for outing and 30% visit big bazaar for both the purposes. Purpose behind visiting big bazaar Shopping Outing Both 60% 10% 30% P R OE U P S 3% 0 Sop g h p in O tin u g 6% 0 1% 0 B th o Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for shopping. The infrastructure and ambience of big 37 .do not visit other retail stores. 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. It shows that customers satisfaction level is more in big bazaar.
bazaar is so that people even like to go there even also they don’t have to purchase anything. 20% of people also go to mall for entertainment purpose. 30% of people also prefer to visit food court in a 20% 10% mall other than big bazaar. This is very nice for it as often Garment Outlet Footwear Outlet Food Court Entertainment Gift Corner Jewelers and Watches Store customers. Some t t t r r n e m r a G t e l t u O a e w t o o F t e l t u O r u o C d o o F n e m n i a t r e t n E e n r o C t f i G d n a y r e l l e w e J s e e h r c o t t a S W 38 . 65% 20% 30% 20% 10% 10% Demand for other retail outlets in a mall 70% 60% 50% 40% Analysis: 30% 0% Series1 The above graph shows that 65% of people visit garment outlet in a mall other than that of big bazaar. People enjoy doing shopping in big bazaar. 20% of the people go to footwear outlet in a mall other than big bazaar.
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. 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. 39 . 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. People go for watching movies to mall for entertainment. Yet a few people visits gift corners and jewellery stores in a mall. It can include some of the exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy customers. People also go for footwear stores as malls have branded footwear stores in it.
Gift items and other items are not much in demand by the customers. Interpretation: From this analysis I interpret that customers demand are high for grocery and clothes followed by food items in big bazaar. The next highest demand is for food items that is 50%. Electronic items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar.Products mostly purchased by customers in big bazaar Clothes Grocery Food Item Leather Item Electronic Item Gift Item Any other Item 60% 70% 50% 25% 15% 10% 10% A yo e I m n th r te G I m ift te E c n I m le tro ic te La eI m e th r te Fo I m o d te G c ry ro e C th s lo e 0 % 2% 0 4% 0 6% 0 8% 0 S rie 1 e s Analysis: This chart clearly indicates that the demand for grocery that is 70% is highest by the customers followed by clothes rated 60%. I can interpret that clothes. So big bazaar should maintain its low pricing and product quality to keep hold of the customers and also it should 40 . Electronic items have a little demand by the customers. grocery and food items are the major products which hold maximum number of customers. 25% demand is for leather items in big bazaar.
It should also include branded products so that more sales can take place. Big bazaar has many local branded products of grocery and cloths and it is successfully selling it.keep more qualitative products of gift and leather items so that people would go for more purchase of these items from it. 41 .
50 0 01 0 10. Probably those persons who spend more in a visit to big bazaar are purchasing on a monthly basis.Expenditure pattern of customers coming in to big bazaar Below Rs. 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 42 .00 5 02 0 M r th n2 0 oe a 0 0 2% 2 2% 2 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. Interpretation: From this I interpret that most of the customers purchase goods in bulk which leads them to spend a lot. 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. Customers tend to purchase more goods from big bazaar as it provides goods at a discounted rate.00 10.500 /single visit 500-1000 /single visit 1000-1500 /single visit 1500-2000 /single visit More than 2000 /single visit 11% 16% 22% 22% 29% E P N IT R P T E N X E D U E AT R 1% 1 2% 9 1% 6 B lo 5 0 e w 0 5 01 0 0. Volume sales are high in big bazaar.16% of people spend Rs 5001000 and only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.
In the process they used to spend money on food items and also purchase some products while roaming in it. Impulse buying behavior of customers comes in to play to a large extent. More discounts shall be provided to people who does bulk purchase. 43 .time. This will encourage people to purchase more products.
22% respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar. Hence those persons who spend half an hour or less than half an hour in big bazaar are those persons who 44 .Time spent by customers in shopping in big bazaar Less than half an hour Half an hour to 1 hour 1 hour to 1 1/2 hours 1 1/2 hours to 2 hours More than 2 hours 10% 15% 35% 22% 18% Analysis: People spend a lot of time in shopping in big bazaar. Majority of the respondents (35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 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. 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.
just come to purchase limited products and come only because of low pricing of products. 45 . The sales personnel should focus on the people who take long time in shopping and purchases a lot and provide special kind of service to them as they are the major customers. People also spend much time in it but purchase very few goods.
The infrastructure can be changed a bit in week ends so that customers can see more products clearly and can move around comfortably.Comparison of footfalls in weekdays and weekends Weeks days Weekends 40% 60% F OF L S O T AL 4% 0 We sd y ek as We e d ek ns 6% 0 Analysis: The above graph shows that more number of people comes to big bazaar in weekends than that of week days . As people come more in weekends. Interpretation: I can clearly interpret from this that most of the people tend to visit big bazaar in weekends rather than that of week days. It can make some temporary 46 . There are more footfalls in big bazaar in weekends than that of week days. Hence the crowd is more in weekends and big bazaar should avail more parking spaces for its customers in weekends.40% of people visits big bazaar in weekdays where as 60% of people visit big bazaar in weekends. 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. Though there is not much difference as 40% of people visit big bazaar in week days hence in weekends the footfall iKOLKATAeases by 10%. so big bazaar should keep it open for more time in week ends.
Customers preference of timing to visit big bazaar 10 A.1 P. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends.M 1 P.M – 3 P.M – 6 P.M 6 P.M 8% 17% 35% 40% 47 .M 3 P.M – 10 P.M .arrangement for parking every weekend.
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. There is more number of people found in big bazaar during evening time 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 48 .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. Probably more of products are being sold during evening time in big bazaar than that of day time. Interpretation: From the above analysis I interpret that evening time is the peak time for big bazaar and day time is the off peak time for big bazaar.
Comparison of customers purchasing with planned list of products and purchasing products on unplanned basis 49 .products but along with that it will be able to sale other products as people do a lot of impulse buying at big bazaar.
50% of customers come to big bazaar with a planned list of products. 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. Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. 40% of people come in to big bazaar without any planned list of products to be purchased from big bazaar. These people basically come to the mall and hence get in to big bazaar. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. Depending on the product category and brand and quality of products they purchases goods.Yes No Ever 50% 40% 10% Analysis: As shown in the graph out of my total respondents of 350. 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. So big bazaar should 50 .
provide more variety and essential goods so that more number of people should come in with a planned list of products. 51 .
50% of people completely deny that they don’t prepare in list of brand in advance. As most of the customers belong to lower class and middle class people. big bazaar has many local branded products.Brand preference of customers in big bazaar Yes No Depends on category 10% 50% 40% B A DP E E E C RN RFRN E 1% 0 4% 0 Ys e N o 5% 0 D p n so eed n c te oy a gr 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. On product categories like grocery and clothes. Interpretation: From this I interpret that customers don’t opt for much brand preference while purchasing products in big bazaar. Customers probably don’t decide for brands on products as there are not much of known branded products available at big bazaar. A few customers search for brands but depending on the product category. 40% of people told that they prepare a list of brand depending on the product category. they purchase those local branded products as it gives them value for 52 . Customers purchase a lot of these as its cheap in price even though its quality is not so good.
This enables customization of products for various types of customers. Different products of the same category have different prices. Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar.money. Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. Customers search for brands mostly in apparel section. Quality of products varies with the price. 53 .
Brand preference on leather items is 2% and 12% on any other item.Cloths Grocery Gift Items Electronic Items Leather Items Any Other Item 40% 40% 33% 25% 2% 12% Comparison of brand preference on different product category s It e m It e m ce ry th s I te m C lo G ro G ift at h le ct ro Le Analysis: This graph shows that cloths and grocery are the only two items on which customers mostly prefer the brands that is 40% each. E A ny O th er er ni c It em 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Series1 s 54 . 33% brand preference is on gift items and 25% is on electronic items.
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. 55 .
out of the total respondents 55% of people make 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. Interpretation: As per the obtained data I interpret that more number of people makes 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.Cash Payment Credit Card Debit Card 55% 19% 26% Mode of payment of customers in big bazaar Analysis: As per my study is concerned. I can interpret that quick exchange of money for goods is done in big bazaar as most of the 56 .
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. Many customers also said that they feel good about the service and ambience provided by big bazaar.people mode of payment is cash payment. Around 35% of customers also said 57 . 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. Price Service Ambience Product Variety Product Quality Convenience 60% 40% 50% 65% 20% 35% Comparison of factors which encourages customers to come in to big bazaar Analysis: People are mostly encouraged to come to big bazaar because of its cheap price and availability of variety of products.
Interpretation: From this analysis I interpret that big bazaar is a well known for its variety options. 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. big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar. People mostly come to big bazaar as they get various kinds of products under one roof. Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. 58 . As a hypermarket which is to be located far off the city. It is also clearly known that big bazaar sales its goods at a discounted price as compared to the market.that convenience is also another factor which leads them to come to big bazaar. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers.
29% realize good. 17% realize Very Good. 13% realize Poor and 5% customers is very dissatisfied with sales personnel’s in Big Bazaar.Services of the sales personnel in Big Bazaar Very good Good Ok Poor Very poor 17% 29% 36% 13% 5% Interpretation: From this I interpret that 36% customers realize service of sale personnel in Big Bazaar is OK. 59 .
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. Only 15% of people of the total respondent visits big bazaar on hired vehicles.Customers’ mode of transport to big bazaar Hired Vehicle Two-wheeler Four-wheeler Any Other 10% 40% 35% 15% Analysis: Around 40% of the total respondent of comes in to big bazaar with their own two wheelers. 60 . The second majority of people consist of people riding four wheeler and coming in to big bazaar. 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.
Only 10% of people say that more than adequate space is available for parking in big bazaar. In holidays probably it will be very difficult for customers to park their vehicle in big bazaar. I interpret that customers are not satisfied with the parking space availability provided by big bazaar. Interpretation: Analyzing the above data. 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. Hence it’s a threat for big bazaar as it may loose its customers because of less parking space availability. 61 . Equal number of people also says that adequate space is provided for parking big bazaar.Parking space availability in big bazaar Less than adequate Adequate More than adequate 45% 45% 10% A I AI I Y F AK GPC V LB T OPRI SAE A L N 1% 0 Ls t a es hn aeut dqa e 4% 5 A qa d ut e e Mehn o ta r aeut dqa e 4% 5 Analysis: As it is shown in pie chart most of the people say big bazaar does not provide adequate parking space.
62 . 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.Yes No 65% 35% Customers preference towards Kirana store Analysis: Out of my total respondent of 350 customers.
Some customers never go for shopping in kirana store as of it does not have much variety option available with it. 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. But some customers are there who never goes to any kirana store.This shows that majority of people go to kirana store even though they visit big bazaar. I can conclude from this that a kirana store is a competitor of big bazaar. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store. Comparison of Big bazaar with any Kirana store Shopping Price Big bazaar Kirana store 70% 30% Service 50% 50% Variety 100% 0% Quality 40% 60% Convenience 25% 75% Experience 90% 10% Ambience 95% 5% 63 .
50% of people say big bazaar provides better service and another 50% of them say kirana store provides better service. 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. 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. 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 kirana store is also equivalent to that of big bazaar. Each and every customer that is 100% agrees that there are more variety of products available at big bazaar than that of kirana store.10 2 10 0 8 0 6 0 4 0 2 0 0 ri ce P 10 0 7 0 5 0 3 0 ic e 9 0 7 5 6 0 4 0 2 5 9 5 B bz a ig a a r K n s re ira a to a ri e ty Q S u h C a o o l p n p ve it y in g ni E en x p ce e ri e n A c m e b ie n c e 0 1 0 5 e rv Analysis: The above graph shows the comparison of different factors between big bazaar and a nearby kirana store. 64 S V . 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. 70% of people say big bazaar provides goods at a cheaper price as compared to that of a kirana store.
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 the customers of big bazaar.
Comparison of Big bazaar with others Organized retailers based on following points
Shopping Price Service Variety Quality Convenience Experience Ambience
Big bazaar O. Org. Retails
Interpretation: I interpreted from this that other organized stores is another
competitors of big bazaar. It is a threat for big bazaar as some of the attributes of other organized stores store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the other organized stores.
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 and threats of big bazaar. Strengths of Big bazaar • • • • Large variety option Cheap price Huge customer Base Volume sales
Weaknesses of Big bazaar • • • Lacks in branded products Low in product quality Unable to provide enough parking space to its customers
Threats for Big bazaar • • • Opening up of other discounted stores like Vishal mega mart Convenience of customers to nearby kirana stores Availability of products in other retail outlets
Opportunities for Big bazaar • • • • To open up more and more number of big bazaars in different cities of the country. To grab the rural market To bring in the customers of other retail outlet by dealing with branded products. Add more products to its product category
Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and monthly basis. Continuously opening of Big Bazaar chains in different major cities. 4. 5. 68 . Big bazaar has a good reputation of itself in the market. food items. 9. crockery. 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. The majority of customers belong to middle class family. stationary. watches. leather items. decorative items. Big bazaar holds a huge customer base. 7. 10. quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India. sport items. 3. 2. grocery. 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. electronic items. 8. There are more than 50 big bazaars in different cities of India. it seems that there is a vast growth of big bazaar lying as customers demand is for big bazaars. Big bazaar has positioned itself in the market as a discounted store. Big Bazaar mainly deal with middle income group people who want qualitative product with reasonable cost. Big bazaar is a hypermarket as it provides various kinds of goods like apparels.CHAPTER-IV FINDINGS 1. jewellery. Impulse buying behavior of customers comes in to play most of the times in big bazaar. 6.
The Tata Groups (Croma). Vishal Retail Group. Kirana stores & Sabka Bazaar etc. Reliance Retail. 69 .11. The major players in retail industries are Big bazaar.
This will be a kind of motivator for the customers of big bazaar. • Big bazaar should provide large parking space for its customers so that they can easily park their vehicles. • The service of the sales person is needed to be improved. • It should make different cash counters for different customers. 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.SUGGESTIONS • Big bazaar should include more of branded products its product category so as to attract the brand choosy people to come in to big bazaar. The person sitting at the help desk of big bazaar should be able to provide all necessary information to the customers whenever it is required. • Customer care department is needed to take proper care of customer complaints and queries. Personal care should be taken by the sales person for the customers so that the customers feel good. 70 . • The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days. • 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. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customer’s time.
The major drawback of big bazaar is that it lacks in providing enough parking space for its customers. Even though some customers say that they don’t feel problem in parking their vehicle. 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. In Delhi it is the middle class people who mostly do marketing from big bazaar. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar. As people go to malls they just tend to move around big bazaar whether it is for shopping purpose or for outing purpose. Even most of the people do their monthly shopping from big bazaar. The majority of customers belong to middle class family. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. stationary. It has positioned itself in the market as a discounted store. jewellery. Big bazaar is a hypermarket store where varieties of products are being sold on different product category. As of now there are 34 big bazaars in different cities of India. Grocery. food items. crockery. it seems that there is a vast growth of big bazaar lying as customers demand is iKOLKATAeasing for big bazaars. The youth generation also likes shopping and moving around big bazaar. It holds a huge customer base. This may discourage the customers to come to big bazaar and shop as they face difficulty in parking their vehicles. leather items. chocolates and many more. decorative items. it is because 71 . watches. grocery. Big bazaar is a hypermarket as it provides various kinds of goods like apparels. Different types of products starting from a baby food to pizzas all are available under one roof.Conclusion Big bazaar is a major shopping complex for today’s customers. apparels and food items are the products which are demanded most by the customers of Delhi in big bazaar. Big bazaar has a good reputation of itself in the market. sport items. It has emerged as a hub of shopping specially for middle class people. Impulse buying behavior of customers comes in to play most of the times in big bazaar. It is a place where customers find variety of products at a reasonable price. Volume sales always take place in big bazaar. electronic items.
The Tata Groups (Croma). 72 . discounted specialty stores like Vishal mega mart.of the parking space available to them by the mall. Reliance Retail. & Sabka Bazaar etc. Delhi bazaar Big bazaar. As it is surveyed it seems that the biggest competitors of big bazaar are the kirana stores.
V-Due to fast pace of life. IV. which were unavoidable.Also impossible for company to prove information is confidential. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints. the present study is also not free from certain limitation.Due to time constraint and other imperative work load during the t period it could not be made possible to explore more area of concern pertaining to study. III. VII-As per company rule many information was not disclose as the manager are busy in their daily schedule. II. I.Some customers were not willing to give appointment due to their busy schedule.CHAPTER – V LIMITATIONS OF STUDY Certain limitations do creep in a research study due to constraints of the time. only a selected sample of customer could be contacted. VI-Personal biases might have come while answer the questionnaire. It is not possible for us to spend more time in interaction with them. some customers were not able to do justification to the questionnaire. ANNEXURE(S) 73 .Due to very large size of the population. money and human efforts.
(a). Ph.000 PART-2 1. Name: 2.000 – 60. Age: 3. Qualification: 6.000 c) 40. What’s your monthly income? a) Below 10.000 b) 20. Profession: 7. Gender: 4. Address: 5.Questionnaire PART-1 1. 8.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall? a) Yes b) No 2.000 d) More than 60. If yes then what are the other retail outlets do you intend to visit in a mall? e) Garment Outlet f) Footwear Outlet g) Food Court h) Entertainment 74 .000 – 40.How frequently do you visit Big Bazaar? a) Weekly b) Monthly c) Quarterly d) On unplanned basis 2.
What type of products do you mostly purchase in Big Bazaar? a) Cloths b) Grocery c) Food Item d) Leather Item e) Electronic Item f) Gift Item g) Any other Item 4. How much time do you spend in a visit to Big Bazaar? a) Less than half an hour b) Half an hour to 1 hour c) 1 hour to 1 ½ hours d) 1 ½ hours to 2 hours e) More than 2 hours 75 . What is the purpose behind visiting Big Bazaar? a) Shopping b) Outing c) Others 3.i) Gift Corner j) Jewellery and Watches store 2. 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 e) More than 2000 5.
What is your mode of payment in Big Bazaar? a) Cash payment a. What encourages you to visit Big Bazaar? . Do you prepare a list of brands in advance when you visit to Big Bazaar? a) Yes b) No c) Depends on category 12.3pm c) 3pm-6pm d) 6pm – 10pm 10.Which days of the week do you prefer to visit Big Bazaar? a) Week days b) Weekends 7.6. In which categories of products do you pre-decide the brands? a) Cloths b) Leather Items c) Electronic Items d) Grocery e) Gift Items f) Any other Item 13. Price 76 b) Credit Card c)Debit Card 14. Do you go with a planned list of products to be purchased from Big Bazaar? a) Yes b) No c) some time 11. Which time of the day do you mostly prefer to visit Big Bazaar? a) 10am – 1pm b) 1pm .
b. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5 scale? Very good Good Ok Poor Very poor 16. a) Price 77 . Service c Ambience c. Do you go to Kirana store? a) Yes b) No 19. Convenience 15. How is the parking space availability in Big Bazaar? a) Less than adequate b) Adequate c) More than adequate 18. Product Variety d. Compare your nearest Kirana store with Big Bazaar. Which type of your convenience to Big Bazaar? a) Hired vehicle b) Two-wheeler c) Four-wheeler d) Any other 17. Product Quality e.
1. Compare others organized retail stores with Big Bazaar on the following parameters. Others Organized Retailer II. Others Organized Retailer II. 1. Big Bazaar d) Quality 1. Big Bazaar Kirana store g) Ambience II. Big Bazaar Kirana store f) Shopping Experience II. Big Bazaar f) Shopping Experience 78 II. 1. Big Bazaar II. Others Organized Retailer II. 1. a) Price 1. 1. Others Organized Retailer II. Big Bazaar e) Convenience 1. Big Bazaar Kirana store e) Convenience II. Others Organized Retailer . Big Bazaar Kirana store II. Big Bazaar Kirana store d) Quality II. 20. Big Bazaar b) Service 1. Kirana store b) Service Kirana store Big Bazaar c) Variety II.I. Big Bazaar c) Variety 1. 1.
in Retail seminar. INTERNET WEB PAGE • • • • • Bigbazaar. Others Organized Retailer Bibliography BOOKS ► Kotler Philip.Retailing.co.) education.1.1st Ed. Retail Management (Pearson education.J. marketing management. Graw hill.co. 12th edition) ► Malhotra K. 10th edition) ► Louden D.R. Big Bazaar g) Ambience 1.in Organizedretail. Big Bazaar II.com Retailing. 5th edition) ► Berman B and Evans J. Others Organized Retailer II.co. In Literature review on Big Bazaar.Environment and operations(Vikas. and Cullen P.in 79 . & bitta delia consumer behavior ( tata Mc. Research design. Naresh. marketing research (An applied orientation). 4th edition ) ► Newman A. (Pearson (Prentice hall of India pvt.L.
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