A STUDY ON CONSUMER PERCEPTION TOWARDS BIG BAZAAR

A PROJECT SUBMITTED TO

THE UNIVERSITY OF MUMBAI

BY

ARATHI UNNIKRISHNAN

UNDER THE GUIDANCE OF

ASST. PROF. PRIYANKA SAHU

MAHATMA EDUCATION SOCIETY’S

PILLAI COLLEGE OF ARTS, COMMERCE, AND SCIENCE

(AUTONOMOUS) 2022-2023
 Certificate

This is to certify that Ms/Mr ARATHI UNNIKRISHNAN has worked and duly completed
his/her Project Work for the degree of Bachelor of Management Studies under the Faculty
of Commerce in the subject of Project Work Sem VI and her/his project is entitled,
“ASST.PROF.PRIYANKA SAHU” under my supervision. I further certify that the entire
work has been done by the learner under my guidance and that no part of it has been
submitted previously for any Degree or Diploma of any University. It is his/ her own work
and facts reported by his/her personal findings and investigations. Name and Signature of
Guiding Teacher(Dr. Farhat Fatma Shaikh)
 DECLARATION

I am the undersigned Mr / Miss. ARATHI UNNIKRISHNAN here, declare that the work
embodied in this project work titled “A STUDY ON CONSUMER PERCEPTION
TOWARDS BIG BAZAAR”, forms my own contribution to the research work carried out
under the guidance of ASST. PROF. PRIYANKA SAHU is a result of my own research
work and has not been previously submitted to any other University for any other Degree/
Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography. I, hereby further declare that all
information of this document has been obtained and presented in accordance with
academic rules and ethical conduct.

Name and Signature of Learner

(ARATHI UNNIKRISHNAN )
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous. I would like to acknowledge the following as being idealistic channels
and fresh dimensions in the completion of this project. I take this opportunity to
thank the University of Mumbai for giving me the chance to do this project.

I would like to thank my Principal Dr. Gajanan Wader and Coordinator Dr. Shaikh
Farhat Fatima for providing the necessary facilities required for the completion of
this project.

I would also like to express my sincere gratitude towards my project guide Prof.
Priyanka Sahu whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
 INDEX

Sr. N0 Topic Pg. N0

1 Chapter 1 Introduction 6-45

2 Chapter 2 Research Methodology 46-54

2.1.1 Objectives Of Study

2.1.2 Limitation Of The Study

2.1.3 Scope Of Study

2.1.4 Need Of Study

2.2.1 Research Design

2.2.2 Method Of Data Collection

3 Chapter 3 Literature Review 55-66

4 Chapter 4 Data Analysis, Interpretation and 67-86

Presentation

5 Chapter 5 Conclusion And Suggestions 87-88

Bibliography 89
 CHAPTER 1

INTRODUCTION

Consumer’s perception

As consumer’s tastes and preferences are changing, the market scenario is also changing from
time to time. Today’s market scenario is very different from that of the market scenario before
1990. There have been many factors responsible for the changing market scenario. It is the
changing tastes and preferences of customers which has bought in a change in the market.
Income level of the people has changed; lifestyles and social class of people have completely
changed now than that of olden days. There has been a shift in the market demand in today’s
world. Technology is one of the major factors which is responsible for this paradigm shift in the
mark. New generation people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in the market with the opening up of many department stores,
hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world
shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. Impact
/ Factors on consumer’s perception

Customer perception is influenced by a variety of factors. Besides the actual outcome – i.e. did
the product or service deliver the expected function and did it fulfil the customers need – the
whole process of consumption and all interactions involved are of crucial importance. In today’s
globalized information driven economy this can also comprise issues like

• How other customers or influencing groups perceive the product or brand

• The degree to which the customer feels the actual marketing campaign addresses the most
important issues

• Responsiveness and service quality of any affiliates, e.g. distribution partners

Customer perception is dynamic. First of all, with the developing relationship between customer
and company, his perceptions of the company and its products or services will change.
The more experience the customer accumulates, the more his perceptions will shift from
fact-based judgments to a more general meaning the whole relationship gains for him. Over time,
he puts a stronger focus on the consequence of the product or service consumption.

Moreover, if the customers’ circumstances change, their needs and preferences often change too.
In the external environment, the offerings of competitors, with which a customer compares a
product or service will change, thus altering his perception of the best offer around. Another
point is that the public opinion towards certain issues can change. This effect can reach from
fashion trends to the public expectation of good corporate citizenship. Shells intention to dump
its Brent Spar platform into the ocean significantly altered many customers perception of which
company was worth buying fuel from. Research has been done on the impact of market share on
the perceived quality of a product. Depending on the nature of the product and the customers’
preferences, increasing market share can have positive or negative effects on how the customer
perceives the product.

Positive effects of increasing market share on customer perception

• Increasing market share can send out positive signals by acting as an indicator of superior
quality that is recognized by more and more other customers. This effect is particularly strong for
premium priced products. Customers normally assume that a product must be of exceptional
quality if it can gain such an unexpected market success despite its high price.

• Many brands offer positive emotional benefits of using a product that is popular in the markets.

• The value of a product or service can rise through increasing number of users of the same
product, e.g. number of members of an online community, better availability of software for
popular computer systems.

Negative effects of increasing market share on customer perception

• For premium and luxury products, customers may translate an increasing market share into a
loss of exclusivity and thus perceive it as less valuable.
• The quality of services may suffer if they are consumed by increasing numbers of users.
Diseconomies of scale and congestion can be observed with busy airports and many other
Services so that customers may look out for other providers that promise more timely service and
convenience.

The concept of customer perception does not only relate to individual customers in consumer
markets. It is also valid in business to business situations. For example, a competitor
benchmarking survey of a large industrial supplier revealed that the market leader, although
recognized for excellent quality and service and known to be highly innovative, was perceived as
arrogant in some regions.
 INDUSTRY PROFILE

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

The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due
to the entry of several new players. Total consumption expenditure is expected to reach nearly
US$ 3,600 billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per cent of
the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is
the world’s fifth-largest global destination in the retail space.

India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020, on
the back of factors like rising incomes and lifestyle changes by the middle class and increased
digital connectivity. Online retail sales are forecasted to grow at the rate of 31 per cent
year-on-year to reach US$ 32.70 billion in 2018.

India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies have
high expectations about growth of Indian e-commerce markets.

Luxury market of India is expected to grow to US$ 30 billion by the end of 2018 from US$ 23.8
billion 2017 supported by growing exposure of international brands amongst Indian youth and
higher purchasing power of the upper class in tier 2 and 3 cities, according to Assocham.

The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totaling
US$ 1.42 billion during April 2000–June 2018, according to the Department of Industrial
Policies and Promotion (DIPP).With the rising need for consumer goods in different sectors
including consumer electronics and home appliances, many companies have invested in the
Indian retail space in the past few months.

The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:
The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in India
consumer products

Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online retail
of goods and services through the automatic route, thereby providing clarity on the existing
businesses of e-commerce companies operating in India.

E-commerce is expanding steadily in the country. Customers have the ever increasing choice of
products at the lowest rates. E-commerce is probably creating the biggest revolution in the retail
industry, and this trend would continue in the years to come. India's e-commerce industry is
forecasted to reach US$ 53 billion by 2018. Retailers should leverage the digital retail channels
(e-commerce), which would enable them to spend less money on real estate while reaching out to
more customers in tier-2 and tier-3 cities.

It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organized
retail share will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total
retail market.

Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes,
favorable demographics, entry of foreign players, and increasing urbanization.

SOMEKEY FACTORS

❖ Retail is India’s largest industry accounting for over 10% of the country’s GDP and
around 8%of the employment.
❖ The market size of the Indian retail industry is about US $312 billion.
❖ Retailing in India is gradually inching its way towards becoming the next boom industry.
❖ A large young working population with an average age of 24 years.
INTRODUCTION
BIG BAZAAR

The Indian retail industry is the fifth largest in the world. Consisting 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.

India’s retail Sector is wearing new clothes and is the fastest growing sector in the Indian
economy. Big Bazaar is a part of Future group, owned by Mr. Kishore Biyani, a chain of
hypermarkets in India, designed as an agglomeration of bazaars with clusters offering a wide
range of merchandise.

Nowadays customers play an important role in the field of decision making. Emotions have
determined a shopping behavior more than he or she needs or wants due to greedy customers. In
this context the study also tries to throw light on customer’s perception and expectations in
different ways towards Big Bazaar.

The purchase patterns of consumers related to food items has seen a major shift in developing
economies like India. This can be specifically attributed to the increase in disposable incomes,
access to global information, urbanization, education and health awareness which led to increase
in standard of living of people in India.

My study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar
is a new type of market. 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 customers in big
bazaars and the satisfaction level of customers in big bazaars. My study will find out the current
status of a big bazaar and determine where it stands in the current market.

Some of the suggestions provided by the respondents for improvement include increasing the
efficiency of the billing system on 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
arrange 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 some of the recommendations given for the study.
Company Profile

Big Bazaar was launched in September 2001 with the opening of its first four stores in Calcutta,
Indore, Bangalore, and Hyderabad in 22 days. Within a span of ten years, there are now 161 Big
Bazaar stores in 90 cities and towns across India.

Big Bazaar was by Mr. Kishore Biyani, the Group CEO and Managing Director of Pantaloons
Retail India. Though Big Bazaar was launched purely as a fashion format including apparel,
cosmetics, accessory and general merchandise. Over the years Big Bazaar has included a wide
range of products and service offerings under their retail chain.

The company is headquartered in Mumbai the company operates over 12 million square feet of
retail space with over one thousand stores across 71 cities in India and employs over 35,000
people.

The company's leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar,
uniquely Indian hypermarket chain, food Bazaar, a supermarket chain that blends the look, touch
and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and
control a chain of seamless destination malls.

Future group, led by its founder & group CEO Mr. Kishore Biyani is one of India's leading
business houses with multiple businesses spanning across the consumption space. While retail is
the core business activity of the future group, group subsidiaries are present in consumer finance,
capital, insurance, brand development & entertainment. The first set of Big Bazaar stores opened
in 2001 in Kolkata, Hyderabad and Bangalore.

Future Group is one of the country’s leading business groups present in retail, asset management,
consumer finance, insurance, retail media, retail spaces and logistics. Future Group is present in
61 cities and 65 rural locations. The group’s flagship company, Pantaloons Retail (India) Limited
operates over 10,000,000 square feet (930,000 m2) of retail space, has over 1,000 stores and
employs over 30,000 people. Some of its leading retail formats include Pantaloons, Big Bazaar,
and Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format
www.futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India, Indus League
Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and Bowling Co.
Future Capital Holdings, the group’s financial arm, focuses on asset management and consumer
credit. It manages assets worth over $1 billion that are being invested in developing retail real
estate and consumer-related brands and hotels. The group’s joint venture partners include Italian
insurance. A division of Pantaloons Retail India Ltd is a chain of large supermarkets with a
difference. It was flagged off on April 02. With store sizes ranging from 8,000 sq.ft to 15,000 sq.
ft. in Mumbai (two stores), Kolkata It is a chain of hypermarkets 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, E zone home-improvement chain, sportswear
retailer, depot and music chain is few among others.

Big Bazaar: “Is se sasta aur acha kahin nahin”

Big Bazaar is the company’s foray into the world of hypermarket discount stores, the first of its
kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to two
lakh products are available under one roof at prices lower by 2 to 60 per cent over the
corresponding market prices. The high quality of service, good ambience, implicit guarantees
and continuous discount programmes have helped in changing the face of the Indian retailing
industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local
suburban train.13

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,
Range and Price associated with large format stores and also the comfort to See, Touch and Feel
the products. The company has recently launched an aggressive private label programme with its
own brands of tea, salt, spices, pulses, jams, ketchups etc. With unbeatable prices and vast
variety (there are 42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers
all over the country.

Major Generali, French retailer ETAM group, US-based stationary products retailer Staples Inc.
and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.

Bangalore & Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur.
It currently caters to over 1.2 million customers every day across 4 outlets in India and is soon
set to expand and double this figure across 12 outlets all over the country by June2009.Food
Bazaar offers the Indian consumer the best of Western and Indian values. The western values of
convenience, cleanliness and hygiene are offered through pre packed commodities and the Indian
values of "See- Touch- Feel" are offered through the “Mandi” atmosphere created by displaying
staples out in the open, all at very economical and affordable prices without any compromise on
quality. This satisfies the Indian consumer and comforts her before making her final buying
decision. At other super markets, the consumer is deprived of this factor. Truly the Indian
consumer now agrees with Food Bazaar:

“Ab Ghar Chalaana kitna Aasaan”

This positioning platform of Food Bazaar is evident from the higher discounts and the wholesale
price-points which is below MRP. Food Bazaar represents the company’s entry into food retail
and is targeted across all classes of population.

Food Bazaar replicates a local ‘mandi’, to provide the much important ‘touch & feel’ factor
which Indian housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock
keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar, pulses,
masalas, rice wheat etc., besides fruits and vegetables. All products are sold below MRP and
discounts range between 2%to 20%. Fruits and vegetables are sold at prices comparable to
wholesale prices.
Facilities offered by Big Bazaar

· Online shopping: Big Bazaar has an official website, Future Bazaar.com, which is one of the
most favorite sites among people of India for online shopping. Future Bazaar 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 and
electronics like home theaters, video cameras, digital camera, LCDTVs, kitchen appliances
and many more.

· Discounts: “Hafte 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.

Core competency of the business

· A choice of more than 20,000 products.

· Delivery across more than 1500 cities and towns in India covering around16, 000 pin codes.

· Fast deliveries tie ups with world leaders in logistics & transportation services.

· A dedicated customer care helpline for any queries.

· Always offering Manufacturer’s guarantee as opposed to seller’s guarantee, which most of

the other online shopping sites offer.

· Aggressive prices FutureBazaar.com has the benefit of leveraging the sourcing network of
the Future Group’s retail chains.

· Seamless end-to-end Logistics solution.

· Dedicated Customer Care for online customers as well as corporate clients.

· Unmatched selection of products and Brands.

 BOARD OF DIRECTORS

● MR. Kishore Biyani –Managing Director

● MR. Gopikishan Biyani-Non-executive Director
● MR. Rakesh Biyani-Joint Managing Director
● MR. Vijay Biyani-Executive Director
● MR. Shailesh Haribhakti-Chairman and Non-Executive Independent Director
● MR. S Doreswamy-Non-executive Independent Director
● MR. Anil Harish- Non-executive Independent Director
● MR.Bala Deshpande- Non-Executive Independent Director
● MR.V. K. Chopra- Non-Executive Independent Director

The company is in the process of evolving their Goals 2021 sheet, the areas of impact are:

● Positively impacting lives of employees and workers, particularly contract, migrant and
women workers in operations and in supply chains.
● Encouraging participation of women in decision-making and governance at all levels and
across all business areas.
● Achieving access to safe drinking water, sanitation and hygiene across operations
(WASH pledge).
● Making packaging more environment and resource friendly.
● Traceability of our food products, addressing sustainability concerns.
● Ensure chemicals used in our products across businesses are environmentally friendly
and safe.
● Stores implement energy efficiency, safety and waste management programmes.

Group’s Vision

To Deliver Everything, Everywhere, Every time, to Every Indian Customer in the most profitable
manner.
Group’s Mission

· We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.

· We will be the trendsetters in evolving delivery formats and making consumption affordable
for all customer segments – for classes and for masses.

· We shall infuse Indian brands with confidence and renewed ambition.

· We shall be efficient, cost- conscious and committed to quality in whatever we do.

· We shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

Group’s Values

The organization has been built on the principle of “Rewrite Rules, Retain
Values”. Understanding the Indian consumer and infusing those learnings in each
and every function is key to us.

● Indianness: Believing in the Indian way and in oneself.

● Leadership: In thought and in business.
● Respect & Humility: In dealing with everyone within & outside the organization.
● Introspection: For continuous learning, self-development and personal excellence.
● Openness & Adaptability: Open to new ideas, knowledge and proactive in meeting
challenges emerging from changing business scenarios.
● Valuing and Nurturing Relationships: With customers, business associates,
stakeholders, communities and society.
● Simplicity & Positivity: To foster innovation, speed and imagination.
 History of Big Bazaar

Big Bazaar's journey began in October 2001, when the young, first generation entrepreneur
Kishore Biyani opened the country’s first hypermarket retail outlet in Kolkata (then Calcutta). In
the same month, two more stores were added, one each in Hyderabad and Mumbai, thus starting
on a successful sojourn which began the chapter of organized retailing in India.

Speaking on this momentous occasion and remembering the days of conceptualizing the
hypermarket idea Mr. Kishore Biyani said, we initially decided to name the format as Bazaar
because we had designed the store keeping the Indian mandi style in mind. Since the size of the
hypermarket was bigger than an average mandis, the thought came to name it as Big Bazaar.
However, we had freezed on the punchline Is Se Sasta Aur Accha Kahin Nahi much before we
met the creative agency to design the final logo of Big Bazaar.

Though Big Bazaar was started purely as a fashion format including apparel, cosmetics,
accessory and general merchandise, the first Food Bazaar format was added as Shop-In-Shop
within Big Bazaar in the year 2002. Today, Big Bazaar, with its wide range of products and
service offering, reflects the aspirations of millions of Indians.

The journey of Big Bazaar can be divided into two phases one pre and the other post January
26th, 2005, when the company rewrote the retail chapter in India, with the introduction of a
never-before sales campaign Sabse Sasta Din. In just one day, almost the whole of India
descended at various Big Bazaar stores in the country to shop at their favorite shopping
destination.

Further, what followed was the time and again rewriting of the Indian Retail experience, wherein
understanding of the Indian consumers reflected in the products and services offered, creating
innovative deals, expanding in the tier II and tier III towns, tying up with branded merchandise to
offer exclusive products and services to its customers.
Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. Retail space and
driving over 110 million footfalls into its stores. The format is expecting the number of footfall
in the stores to increase by over 140 million by this financial year. Over the years, Mr. Biyani for
his vision and leadership, and Big Bazaar for its unique proposition to its customers, have
received every prestigious consumer award both nationally and internationally.

Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is important in our
journey is not the number of stores, but the customer’s faith in us. It's India and the Indians,
which have helped us, reach this feat in such a short time span and today our country is creating
a history in the World organized Retail.

Rajan Malhotra, who is also the first employee of Big Bazaar, joining the organization in early
2001 adds, Since beginning, we have kept Big Bazaar as a soft brand, which reflects India and
the Indianness. We believed in growing with the society, participating and celebrating all
regional and local community festivals, giving customers preferences above everything else.
MAJOR MILESTONE

2018
● Big Bazaar organized one of the world's first 24hrs of Facebook Live Shopping Carnival
to celebrate the 12th anniversary of Sabse Sasta Din
● Big Bazaar for the first time ever created a mobile game 'Deal Skyfall – Sabse Saste 5
Din' that has transformed the shopping experience in India
● Big Bazaar dropped prices of 1,500 Everyday Items with the 'Har Din Lowest Price'
Promise
2017
● Future Supply Chain Solutions Limited comes up with its Initial Public Offering
● Future Group launched New Retail 3.0, a digital strategy aimed at making the group
Asia's largest leading integrated consumer company with a trillion dollars in revenue by
2047

2016

● Big Bazaar Direct tied-up with Oxigen Services to sell the wide assortment of the
franchisees.
● Future Group associated with Bajaj Finserv to launch India's first retail EMI card
2015
● Big Bazaar & EZone made to the Brand Equity's Top Retailer's List
● Big Bazaar announced an exclusive tie-up with a leading mobile wallet company,
MobiKwik
● Big Bazaar redefines weekends with the launch of a never-seen-before campaign, 'Crazy
Weekend'
2013
● Future Group successfully introduced 'Big Bazaar Direct' an assisted shopping concept
where franchises will sell Big Bazaar products through a catalogue on a 'tablet'.
● Big Bazaar introduced an exciting occasion for shopping 'April Utsav'.
● Big Bazaar introduced a unique customer membership program 'Big Bazaar Profit Club.'
2012
● Big Bazaar redefined the concept of customer service with the launch of the Rajajinagar
Family Centre in Bengaluru with its unique Seva initiative on 24th February 2012
● Big Bazaar launched its home delivery services in Mumbai
2009

● Future Group celebrates its first Shopping Festival across all retail formats in key Indian
cities.
● Future Group partners with Hong Kong-based Li & Fung Group to strengthen its supply
chain and logistics network across the country.

2008

● Total operational retail space crosses the 10 million square feet mark.
● Big Bazaar crosses the 100-store mark, marking one of the fastest expansions of the
hypermarket format anywhere in the world.

2007

● Future Group crosses the $1 billion turnover mark.

● Specialized companies in retail media, logistics, IPR and brand development and
retail-led technology services become operational.
● Online portal Futurebazaar.com becomes India's most popular shopping portal.

2006

● Future Capital Holdings, the group's financial arm, is formed to manage over $1.5 billion
in real estate, private equity and retail infrastructure funds.
● Future Group forms joint ventures with US office stationery retailer Staples.
2004
● Future Group launches India's first seamless mall, Central, in Bangalore.

2002

● Food Bazaar, the supermarket chain, is launched.

2001

● Future Group launches three Big Bazaar stores within a span of 22 days in Kolkata,
Bangalore and Hyderabad.

1997

● Future Group enters modern retail with the launch of the first 8000-sq. ft. store
Pantaloons in Kolkata.
1996

● Future Group launches John Miller, a brand for Formal shirts.

1994

● The Pantaloon Shoppe, Future Group's exclusive menswear store in a franchisee format is
launched across the nation. The company starts distribution of branded garments through
multi-brand retail outlets across the nation.

1992

● Initial Public Offer (IPO) of shares by the Company

1991

● BARE, an Indian denim brand is launched.

1987

● The company is incorporated under the name of Manz Wear Private Ltd.
● Pantaloons, one of India's first formal trouser brands, is launched.
 MAJOR COMPETITORS OF BIG BAZAAR

Pantaloon Retail

The flagship company of Future Group, Pantaloons Retail operates over 16 million square feet of
retail space, has over 1000 stores across 73 cities in India and employs over 30,000 people. It can
boast of launching the first hypermarket Big Bazaar in India in 2001. The companies also
operates in other retail segments such as - 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 services (Star, Sitara and Health
village in the pipeline), e-tailing (Futurbazaar.com), entertainment (Bowling co.).

K Raheja Group

The forayed into retail with Shoppers Stop, India’s first departmental store in 2001. They have
signed a 50:50 joint venture with the Nuance Group for Airport Retailing. Shoppers Stop has a
national presence, with over 2.05 million square feet area across 39 stores in 17 cities. It has also
introduced new formats in the market viz Home Stop – the exclusive home furnishings, décor as
well as furniture store and Hyper City– a premium shopping destination for Foods, Homeware,
Home Entertainment, Hi-Tech Appliances, Furniture, Sports, Toys & Fashion.
Tata group

Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a lifestyle
retail chain and Star India Bazaar - a hypermarket with a large assortment of products at the
lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. Tata’s has
also formed a subsidiary named Infiniti retail which consists of Croma, a consumer electronics
chain.

RPG group

One of the first entrants into organized food & grocery retail with Food world stores in 1996 and
then formed an alliance with Dairy farm International and launched health & glow (pharmacy &
beauty care) outlets. Now the alliance has dissolved and RPG has Spencer’s Hyper, Super, Daily
and Express formats and Music World stores across the country.
Reliance

Reliance is one of the biggest players in Indian retail industry. The company owns more than
560 Reliance Fresh stores and recently it has also launched Reliance Mart Hypermart.

AV Birla Group's

AV Birla Group's brand portfolio includes brands such as Louis Phillipe, Van Heusen, Allen
Solly, Peter England, Trouser town. Madura garments is a subsidiary of Aditya Birla Nuvo Ltd.
The recently acquired food and grocery chain of the south, Trineth, has further increased their
number of stores to 400 stores in the country. The company also owns ‘More’ supermarkets and
hypermarkets. Currently it runs 600 supermarkets and nine hypermarkets across India.

Retail formats in India

● Hypermart/supermarkets: large self-servicing outlets offering products from a variety of

categories.
● Mom-and-pop stores: they are family owned businesses 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 due to the
convenience offered.

● Shopping malls: the biggest form of retail in India, malls offer customers’ 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 discounts on the MRP.

● Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other
small items can be bought via vending machine.
STORE STRUCTURE OF BIG BAZAAR
SWOT ANALYSIS OF BIG BAZAAR

Strengths in the SWOT analysis of Big Bazaar

● High brand equity enjoyed by Big Bazaar.

● State of the art infrastructure.
● A vast variety of stuff available under one roof.
● Everyday low prices, which attract customers.
● Maximum percent of footfalls converted in sales.
● Huge investment capacity.
● It offers a family shopping experience, where the entire family can visit together.

Weaknesses in the SWOT analysis of Big Bazaar

● General perception: ‘Low price = Low quality’.

● Overcrowded during offers.
● Long lines at billing counters which are time consuming.
● Limited only to value offering low price products. A number of branded products are still
missing from Big Bazaar’s line of products.

Opportunities in the SWOT analysis of Big Bazaar

● Local Collaboration.
● Rapid Expansion of Economy.
● Opportunities in Online Space.
● A lot of scope in Indian organized retail as it stands at approximately 4%.
● Increasing mall culture in India.
Threats in the SWOT analysis of Big Bazaar

● Changing political environment.

● Growing technological expertise.
● Shortage of skilled human resources.
● Competitive pressures.
 7PS OF BIG BAZAAR

PRODUCT:
Big Bazaar offers the maximum variety for every category of product. The product is the same in
every store in the city but the brand options are more in Big Bazaar and the quantity for each
product is not limited to large packs only. The commodities sold by the retail chain includes its
“own products” which get a ready distribution network.
PRICING:
The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at
Big Bazaar is based on the following techniques:

● Value Pricing (EDLP – Everyday Low pricing): Big Bazaar promises consumers the
lowest available price without coupon clipping, waiting for discount promotions, or
comparison shopping.
● Promotional Pricing: Big Bazaar offers financing at a low interest rate. The concept of
psychological discounting is also used to attract customers. Big Bazaar also caters on
Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
● Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and
non-peak hours or days of shopping is also a pricing technique used in Indian retail,
which is aggressively used by Big Bazaar.
● Bundling: It refers to selling combo-packs and offering discounts to customers. The
combo-packs add value to customers and lead to increased sales. Big Bazaar lays a lot of
importance on bundling.
PLACE:

The Big Bazaar stores are operational across three formats — hypermarkets spread over
40,000-45,000 sq. ft., the Express format over 15,000-20,000 sq. ft. and the Super Centers set up
over 1 lakh sq. ft. Currently Big Bazaar operates in over 34 cities and towns across India with
116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These
stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing
areas to take an early advantage before the real estate value booms.
Promotion:
The various promotion schemes used at Big Bazaar include:

· “Saal ke sabse saste 3 din”

· Hafte ka sabse sasta din “Wednesday bazaar”

· Exchange Offers “Junk swap offer”

 · Future card(3% discount)

· Shakti card

· Advertisement (print ad, TV ad, radio)

· Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside,
Shoppers stop and Lifestyle. They are:

· “Keep West- aside. Make a smart choice!”

· “Shoppers! Stop. Make a smart choice!”

· “Change your Lifestyle. Make a smart choice!”

PEOPLE:

They are one of the key assets for any organization. The salient features of staff of Big Bazaar
are:-

· Well-trained staff, the staff employed by Big Bazaar are well-suited for modern retail.

· Well-dressed staff improves the overall appearance of the store.

· Employees are motivated to think out-of-the-box. Retail sector is in a growth stage, so staff
are empowered to take innovative steps.

· Employs close to 10,000 people and recruits nearly 500 people every month.

· Use of technology like scenario planning for decision making.

· Multiple counters for payment, staff at stores to keep baggage and security guards at every
gate, makes for a customer-friendly atmosphere.
PROCESS:

Big Bazaar places a lot of importance on the process right from the purchase to the delivery of
goods. When customers enter the stores they can add the products they which to purchase in their
trolley from the racks. There are multiple counters where bill can be generated for purchases
made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.
PHYSICAL EVIDENCE:

Products in Big Bazaar are properly stacked in appropriate racks. There are different departments
in the store which display similar kind of products. Throughout the store there are boards/written
displays put up which help in identifying the location of a product. Moreover boards are put up
above the products which give information about the products, its price and offers. Big Bazaar
stores are normally ‘U shaped’ and well planned & designed.
 TARGETING SEGMENTATION AND POSITIONING OF BIG BAZAAR

TARGETING

● Targeting is generally by evaluating market segments, Level of competitors, Power of

buyers and suppliers.
● Generically it targets price conscious customers.
● It targets the semi-urban population with its placement of stores, Big Bazaar has found
that children and women are primary decision makers and it specifically targets that
category.
● Growing young working professionals and the Middle class category is also a preferred
category.

MARKET SEGMENTATION

Market is not just ANY people, they have to have Willingness to buy Purchasing power (money)
Authority to buy. Market Segment is, Set of potential customers who have similar needs who
reference each other when buying. Big Bazaar in this context has won the hearts of the customer
and also changed the buying behavior of people as Big Bazaar provides all items in one roof at
low rates. "We are not in the business of selling ambience, but in the business of giving the best
possible deals to our consumers. “ This is how the Big Bazaar segmented itself from others and
captured the market share.

Segmentation is grouping people who think/are alike into one. The segment which Big Bazaar
caters to is the middle class consumer. It sets its marketing, prices and products for this
consumer. The image that it creates is being cheap with quality. Big Bazaar started off with
metro cities Kolkata, Hyderabad, Bangalore and eventually has moved to Tier-2 and Tier-3 cities
.The Indian middle class consumer is more price-sensitive than service-sensitive.

Size and Profile Essentials of effective Segmentation can be Measurable aspects like Size,
Profile. Big Bazaar in this aspect is spot on. It identified the size of the market for the better
products at a lower price was huge and entered into the hyper market segment which gives
different products in a single roof. Being the first largest retail store in India high brand equity
through this Market Segmentation and it has created a different image for its products as the
cheap and best.

Profiles of segmentation may include Geographic, Psychographic, and Demographic

Segmentation. The market and its boundaries in each category has been clearly identified by Big
Bazaar Based on the Attractiveness and Estimated profitability of each group stores in each
location has been segmented and made sure that Need of the people in each part has been clearly
addressed. Big Bazaar has been spread through North, South, East, West catering and making it
accessible for different needs of different people. Conceptually it makes itself distinguishable
and responds differently to marketing mix elements and programs. Big Bazaar establishes its
stores in the heart of the city and in malls the store is in the Ground Floor facing the entrance of
the Mall to attract Customers.

Psychographic Segmentation of Big Bazaar is according to Lifestyles of people in a particular

Zone. Interests and Values of people in the Zone are given importance. For Example Big Bazaar
has agricultural Equipment in some districts where the Market size of Farmers and
Agriculturalist is high. Attitude of the people is also evaluated thoroughly and strategies,
promotions are designed according to it. Some may be value conscious, brand loyal. Also there
may be regions whose disposable income can be high. Based on the Demographic Segmentation
they have different sections for different ages. In particular “Fashion Bazaar” has new, stylish,
fashionable clothes for all age groups at nominal price.
POSITIONING

Big Bazaar generally positioned itself as a low-cost retail outlet and believed in low pricing
strategy. This has been a main factor in attracting the customers.
 BIG BAZAAR AT BCG MATRIX

Currently, big bazaars have a high market share and have a fast growing industry.
Therefore it is a star.
 CHAPTER 2

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample of
respondents who are representatives of a larger group. The information is recorded on a form
known as a questionnaire. As data is gathered by asking questions from persons who are believed
to have desired information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

● It can secure both quantitative and qualitative information directly from the
respondents.
● It is the only method of directly measuring attitudes and motivations.
● It is quite flexible in terms of the types of data to be assembled, the method of
collection or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define

research as the manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in
the practice of an art.
 OBJECTIVE OF STUDY

The main objective is to determine the current consumer behavior levels of the customers with
regards to Big Bazaar.

● To study and analyze consumer shopping behavior towards Big Bazaar.

● To identify what type of strategies are suitable for the company to reach the targeted
customers.
● To find out the factors which influence the consumption of the products in Big Bazaar.
● To identify effective and advertising sources which are influencing customer purchasing
behavior at Big Bazaar.
● To find out how the consumers spent their incomes, time on the purchasing of the
products.
● To understand the core competitors of Big Bazaar.
 Limitations of study

● The scope of study was limited to organized retail formats dealing in Food and Grocery.
The retail formats dealing in other categories like clothing, electronics etc. were out of
scope of study.
● The present research study was limited to a customer based performance evaluation of
organized retail formats dealing in Food and Grocery. Other dimensions of performance
like operation based and financial based were out of the scope of study.
● The sample selection was judgmental and convenience based and this might not be
perfectly representative of the retail scenario.
● The study covered shopping only in the context of physical retail formats thus the
findings might not apply to non-store retailing (e.g. online retailing).
● Limited sample size was also a limitation of the study.
 SCOPE OF STUDY

● India is a developing country and Indian consumers spend a larger share of their income
on food. ‘Food and Grocery’ is the second-largest segment of the retail industry in India.
This retail segment is expected to accurately reflect the performance of organized retail
and hence the scope of study is limited to organized retail formats with Food and Grocery
as the major product category.

● Many factors contribute to a retailer’s overall performance. Literature indicates that retail
performance should be judged on multiple dimensions: based on customer perception,
based on operational efficiency, and based on financial performance (Stem Neill and
Gregory M. Rose, 2004; Michael and Barton, 2004).

● The present research study is limited to performance evaluation of organized retail

formats on customer based parameters. It was only after the partial liberalization in FDI
policy for retailing in January 2006 by Foreign Investment Promotion Board (FIPB) that
foreign companies were permitted to own up to 51 per cent in single-brand retail Joint
Ventures (JVs). As a result of liberalization, many foreign and domestic players have
entered the organized retail market in India since 2006. For this reason the time period of
the study is 2006 onwards.
 NEED FOR THE STUDY

● Consumer behavior plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behavior towards
Big Bazaar. The needs have to be recognized and necessary steps have to be taken to
make the changes.
● India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.
● The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintaining brand
awareness.
● In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.
 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.

Types of Research Design:

1. Exploratory Research

2. Descriptive Research

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 is 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.
 Research Method

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

• Observation

• Experimentation

• Survey

• Test Marketing

• Consumer panel

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

Type of Data

There are mainly two types of data collection methods. They are:

1) Primary data:

Meaning: Primary sources of data are the data which needs the personal efforts of collect it and
which are not readily available. Primary sources of data are the other type of source through
which the data was collected.

Following are few ways in the data was collected:

1. Questionnaires:

It is the set of questions on a sheet of paper being given to the people to fill it, based on which
the data was interpreted.

2. Direct interviewing:
Direct interviewing involved the process where I asked the questions directly to the customers
and I got the feedback.

2) Secondary data:

Secondary sources are the other important sources through which the data was collected. These
are the readily available sources of the data where one had need not put much effort to collected,
because it is already been collected and part in an elderly manner by some researcher, experts
and special.

The secondary sources helpful for the study were

1) Textbooks like marketing management research methodology Advertisement and sales

promotion etc.

2) The Internet was made use for the collection of the data.

3) Newspapers were also referred to.

4) Business magazines were referred to.

3) Sample size:

By using judgment random sampling technique 100 respondents are selected for the purpose of
the study.

4) Research approach:

The survey method was adopted for collecting the primary data. Survey research is systematic
gathering of data from respondents through questionnaires.

5) Research instrument:

The data for this research study was collected by survey technic using interview method guided
by questionnaire.
 CHAPTER 3

LITERATURE REVIEW

Review of literature provides information to the researchers regarding the previous work done in
their area of research and thereby helps in identifying the theoretical framework and
methodological issues relevant to the study. There were a number of theoretical and empirical
studies on the various aspects of flower cultivation. In this chapter, the most related studies have
been reviewed.

Tendai and Crispen (2009) investigated the influence of in store shopping environment on
impulsive buying among consumers. The result of the study shows that among poor consumers,
economic factors such as cheaper prices, coupons and helpful shop assistants were more likely to
influence impulsive buying. On the other hand, factors with an atmospheric effect such as music,
fresh scent and ventilation may have only been important in helping to keep consumers longer in
shops although they were unlikely to directly influence impulsive buying.

Goyal and Aggarwal (2009) examined the relative importance of the various products purchased
at organized retail outlets and the choice of format the consumer has when purchasing a product.
The results of the study depict that food and grocery; clothing, apparels and accessories; catering
services; health and beauty; pharmaceuticals, watches; mobile, accessories and services; books,
music and gifts; footwear and entertainment are the order of importance for various items for
organized retailing. The most appropriate retail formats for various items are: food and
grocery-supermarket; health and beauty care services-supermarket; clothing and apparels‘- mall;
books, music and gifts-convenience store and mall; catering services - mall; entertainment - mall;
watches - hypermarket; pharmaceuticals hypermarket; mobile, accessories and services -
hypermarket; foot wears departmental store.

Jain and Bagdare (2009) reviewed the concept of customer experience and identified its major
determinants in the context of new format retail stores by analyzing customer expectations. The
study highlights that as compared to traditional stores, new format stores are pre-engineered
retail outlets, characterized by well-designed layout, ambience, display, self-service, value added
services, technology based operations and many more dimensions with modern outlook and
practices. They seem to attract and influence young minds by satisfying both hedonic and
utilitarian needs. Customer experience is governed by a range of demographic, psychographic,
behavioral, socio-cultural and other environmental factors.

Ghosh and Tripathi (2010) attempted to analyze the purchase pattern of customers towards
organized retail outlets in terms of merchandise categories purchased, time spent within the store,
number of merchandise purchased on each visit, stores switching behavior and store attribute.
The results of the study depict that the younger generation has greater tendency to visit organized
retail outlets. The shoppers which remained within a store for at least two hours considered
shopping to be a stress releaser and fun activity. The commonly purchased items from a retail
outlet are garments followed by groceries, lifestyle products and household appliances. The
study further reveals that customers in tier 2 and tier 3 cities evaluate a store on convenience and
merchandise mix, store atmosphere and services.

Malik (2011) aimed to explore the components of retail customer satisfaction and also
investigates the relationship between each of the retail customer satisfaction components and
customers satisfaction level. Product characteristics, Price factor, Physical Aspects, Promotional
Schemes and Personal interaction of retail customer satisfaction were studied. The study have
identified that location, variety of products and reasonable price are the major motivating factors
that influence the customers to visit the retail outlets and emphasis on facilities such as parking,
physical aspects, availability of a variety of branded and non - branded products at reasonable
price by the retailer will increase the revenue. There were numerous studies in the area of
consumer satisfaction, Consumer expectations on services, comparative study on consumer
satisfaction towards organized retailing and many. So this study analyzes the consumer attitude
that is the basis for consumer satisfaction, towards one of the existing and growing formats
among the organized retailing that is departmental stores in Coimbatore city.

Manocha and Pandey (2012) stated that retailing provides a crucial link between producers and
consumers in the modern market economy. Retail in India is the most dynamic industry and
represents a huge opportunity both for domestic and international retailers. Modern retailing is
not a threat to independent Mom and Pop stores as most of the consumers said that they never
stopped visiting kirana stores. They strongly agreed that coexistence of both is the requirement
of the day. Their frequency of going to kirana stores has reduced the opportunities for reorienting
Mom and Pop stores for attracting more customers. So, organized retailing is beneficial for India
because it‘s not alarming to create conflict with unorganized stores but reshaping unorganized
stores into budding/nascent organized stores.

Customers will set higher and higher criteria as a result of the constant change in customer wants
and expectations, making it difficult to achieve perfection. Markets should be viewed as a
collection of unique businesses, and each one must be handled differently with regard to
requirements, experiences, obligations, and interpersonal ties. Customer identification, need and
expectation identification, and perception measurement are the three steps in putting the
customer satisfaction philosophy into practice. It is simpler to anticipate the optimum
combination of products and services when one is aware of the customer's demands. The failure
of all the businesses to comprehend additional avenues for client satisfaction has proven to be a
serious weakness.The needs and expectations of the customers can be ascertained by establishing
direct and ongoing staff contact with them. This relationship between employees and customers
also shows how much the business values its clients.

Customer needs can be determined through marketing research, customer

interviews, reading customer concerns, or involving customers in the design of services
and service deliveries. In order to decide if the service can be provided at a profit, it is
necessary to link the value equation to the strategic service vision. Working together with
Both supplier and customer can increase profitability by expanding margin potential.
A customer satisfaction study should begin by asking about the factors affecting
customer satisfaction, how important those factors are for the whole, and the level of
customer satisfaction. A problem with customer satisfaction surveys (Naumann, 1994) is
that a poor customer satisfaction programme yields vague data and raises customer
expectations. If customer expectations are raised and a company's performance remains
the same, the customer's overall satisfaction will decrease
Published standards exist to help organizations develop their current levels of customer

Satisfaction. The International Customer Service Institute (TICSI) has released The

International Customer Service Standard (TICSS). TICSS enables organizations to focus

their attention on delivering excellence in the management of customer service, whilst at

the same time providing recognition of success through a 3rd Party registration scheme.

TICSS focuses an organization’s attention on delivering increased customer satisfaction

by helping the organization through a Service Quality Model. TICSS Service Quality Model uses
the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance
measurement. The implementation of a customer service standard should lead to higher levels of
customer satisfaction, which in turn influences customer retention and customer loyalty.

In this study, consumers' impressions of superstores and family-run shops in Bangkok are
compared. In this study, Big C, Carrefour, and Tesco-Lotus were employed as superstores to
compare to family-run shops. 400 shoppers in Bangkok districts participated in a quantitative
study that used survey questionnaires to gather information. In order to examine data variables
and test hypotheses, quantitative statistics were applied. According to the study's findings,
shoppers benefited more from the competition between large retailers and family-owned
businesses. Customers preferred free and fair competition even if they were aware that many
family-run businesses closed as a result of superstores.Customers agreed that superstores are
necessary for consumers and family-run businesses are not well suited for consumers in
Bangkok, but they also urged the Thai government to set curbs on superstore expansion and
encourage family-run stores. More marketing elements, such as product quality, product variety,
and steady superstore prices, increased consumer satisfaction. Additionally, they favoured the
atmosphere of superstores to that of family-run shops. Additionally, shoppers believed that
superstores were better for the economy and society than family-owned businesses.
Jarvenpaa et al. (2000) tested a model of consumer attitude towards specific web base stores, in
which perceptions of the store's reputation and size were assumed to affect consumer trust of the
retailer. The level of trust was positively related to the attitude toward the store, and inversely
related to the perception of the risks involved in buying from that store. His study concluded that
the attitude and the risk perception affected the consumer's intention to buy from the store.
Straub & Watson(2001) It is important for the website to understand what users want. It is also
very important to capture the attitudes and feelings of the online customers .His research was
mostly to understand what are the factors which make online shopping appealing to customers
,their priority of choosing online over others and e-satisfaction. Chatterjee (2001)
Word-of-mouth information search is greater in circumstances when a consumer is unfamiliar
with a service provider, which is often the case for travel-related decisions. Online
word-of-mouth differs significantly from its offline form in that it includes many-to many
communication between communicators who do not necessarily share any social ties and that it
is much more voluminous .WOMAN has long been recognized as one of the important external
information sources for travel planning. As the use of the Internet for travel planning becomes
even more prevalent, travel decision making processes are expected to become increasingly
influenced by EWOM . Agarwal and Venkatesh (2002) According to their study which is based
on usability factor states that first factor is ease of use which attracts customer for online and
other subcategories are composed of emotion construct: challenge, plot, character strength, and
pace Dellarocas, (2003) The advent of the Internet has brought about a word-of-mouth
revolution. Through the Internet, individuals can make their thoughts, opinions easily accessible
to the global community of Internet users and a growing number of users actively takes
advantage of this opportunity.

Card et al.(2003) Online travel shopping has mainly focused on consumers’ characteristics, such
as demographic variables, internet and computer knowledge. In fact, numerous studies have
provided useful profiles of travelers that purchase online, namely using demographics while
Kamarulzaman (2007) found that it did not have an effect on the adoption of online travel. site .
Pavlou ( 2003) His study was to know whether the Purchase intention can be classified as one of
the components of consumer cognitive behavior that is how an individual intends to buy a
specific brand. Based on the argument , his study puts forward that online purchase intention is
the situation when a customer is willing and intends to become involved in online transactions.
Kim & Kim (2004), Kim et al. (2009) put forward that Online shopping motivations differed
regarding the type of travel product bought, while others focused specifically on low complexity
travel services, such as accommodation or airline tickets, but no research study focuses
exclusively on a high complexity product, such as holiday packages or cruises. Rob Law et al.
(2004) His study examined the tourist perceptions of the potential for the elimination of travel
agencies in the presence of the Internet. The study illustrated that tourists still used professional
services and advice offered by travel agencies. Tourists also agreed that more information could
be found through the Internet. However his suggestion is both online and traditional distribution
channels can coexist in the future. Beldona et al. (2005) His majority of the studies focus on
travel products, without making a distinction between product categories. Shergill & Chen(2005)
studies reflected that there are four dominant factors which cause consumer satisfaction in online
purchasing experiences: website security/privacy, website design, website reliability/fulfillment
and website customer service which influence consumer perceptions of their online purchasing
experiences. New Zealand online buyers had different perceptions of these four factors. Website
reliability/fulfillment had the highest rating score, followed by website customer service. Website
design ranked third, and the lowest was website security/privacy. Each of the four types of online
New Zealand buyers has a different perception of specific website elements and website factors.
Regular online buyers were much more satisfied with website variables and website factors than
the other online buyers. On the other hand, trial online buyers had the poorest perception of
online shopping. Hanlan and Kelly (2005) found that word of mouth and independent
information sources are the key media through which respondents formed their image of an
iconic Australian tourist destination. As the use of the Internet for travel planning becomes ever
more prevalent, travel decision making processes are expected to become increasingly influenced
by eWOM. Consumer opinion-platforms have established themselves as important venues for
eWOM Smith, et al. (2005) According to his study Many online consumers seek and accept
recommendations in order to effectively manage the amount of information available during
online search processes. Findings suggested that consumers use the mere availability of peer
recommendations as a decision making heuristic, irrespective of the peer recommender's
personal characteristics. Findings also suggest that consumer preference for peer versus editorial
recommendations depends on the specific nature of the consumer's shopping goal: utilitarian or
hedonic. Finally, results from this study indicate that consumers prefer peer and editorial
recommendations over other types of effort-reducing cues that might be available during online
search. As such, retailers must consider a number of factors including recommender
characteristics, shopping goals, and product characteristics in their bid to provide consumers with
the appropriate type of recommendation for their respective decision-making task. Schaupp &
Bélanger (2005) wanted to understand the ability to measure the level of customer satisfaction
with online shopping that is gauging the success and failure of e-commerce. Their results
indicated that the three most important attributes to consumers for online satisfaction are
privacy(technology factor), merchandising (product factor), and convenience (shopping factor).
These are followed by trust, delivery, usability, product customization, product quality, and
security.

Bogdanovych et al. (2005) Travel agents and online booking experiences which are important for
customers and are likely to influence future online travel portals. Study reflected that the
convenience of the Internet should be combined with the convenience of a simplified decision
making and collaborative booking from traditional travel agents. The expertise of travel agents
should help online customers to find the best travel option under given constraints and provide
efficient support for impulsive decisions. In their opinion, a feasible way to achieve this
combination at present is to apply the 3D Electronic Institutions methodology that allows the
creation of cutting-edge representations of travel destinations and saving human resources using
intelligent software agents. Many contradictory results, Li and Buhalis (2006) found that there
was no relationship between opinion leaders . He has focused on personality traits of those who
purchase travel online; it is known that online travel purchasers tend to be innovative, more
high-tech prone and have higher degrees of involvement, while Jensen (2011) found that using
the Internet as a travel information source was positively related with online travel purchasing.
Rob Law & Truman Huangb(2006) According to them, it remains largely unknown how
consumers find a specific travel or hotel website. Empirical results from 153 travel or hotel
website users indicated that the Google search engine was the only channel that was perceived as
important, and 47.4% of the respondents viewed up to three screens in the list of search results
when using search engines. Chen, Changfeng(2006) In his study he has put forward the critical
role of trust is the prime role, especially in a relationship in which the consumer does not have
direct control over the actions of a seller and in which marketers seek long-term relations with
their consumers. Venkateshwara Rao (2006) He described Online travel agencies, such as
Expedia and Travelocity, as the most mature business accounting for more than half of online
leisure travel sales. His study was a decision support framework for an online travel agency. The
framework includes disaggregate demand estimation, pricing and product display, marketing,
revenue planning, and deal evaluation. According to his study the decision support framework
should serve as an exposition to the Operations Research opportunities in the emerging field of
online travel retailing. Dong Jin Kima et al (2007) According to him Planning and booking a trip
online is now increasingly common for travelers. However his manuscript addresses two
purposes. One is to investigate the important choice attributes of online travel agencies from
which online customers may select. Two, the study identifies the current positions of online
travel agencies in the perception of the customer. His study reflected that ,in terms of the
importance of online travel agency attributes, finding low fares was the most critical followed by
security. Customers considered various attributes simultaneously, other than bargain price and
security. Furthermore, the result showed how travelers perceived the online travel agencies. The
results also revealed that each online agency had some different patterns based on travelers’
perceptions in terms of web features, user friendliness and security, and finding low fares. Young
A. Park et al (2007) Online travel agencies face increasing levels of competition and, thus,
experience an ever greater need to evaluate the effectiveness of their Web sites. The study
examined the influence of perceived Web site quality on willingness to use online travel
agencies. The study showed that Ease of Use was found to be the most important dimension in
determining Willingness to Use, followed by Information/Content, Responsiveness, Fulfillment,
and Security/Privacy. It also found that there was no significant relationship for Visual Appeal.
Peter Björk et al (2008) emphasized that travelers consider four sub decisions of particular
interest in this study were; where and when to go on vacation, what to do, as well as how to
travel to the chosen destination. They added that travel decisions are made by emphasizing the
possibility to identify sub-decisions that are made out of habit and to use habit as a platform for
tourist segmentation. Kah el at (2008) The travelers' historical use of the Internet and their
current everyday use were studied using vacation diaries to explain the adoption of new
technologies used for travel product information search and reservations or purchases. The study
showed that the innovators and early adopters would be more interested in and actually use the
newest tourism online information sources and technologies. Khaldoon (Khal) Nusai , Jay
Kandampully, (2008) The purpose of this study is to examine the travel web sites quality
dimensions that ultimately influence customers' satisfaction and to conduct content analyses on
the five prominent travel web sites.The findings of the content analysis provide evidence to
suggest that online travel companies are underperforming in terms of providing web service
quality attributes that enhance customer satisfaction. Moreover, travel businesses need to
consider integrating features that make shopping experiences more enjoyable. Andreas H.
Zins(2009) Previous research focused primarily on discovering factors affecting either the
benefits and service quality of traditional travel agencies or those of online booking facilities.
The study tries to broaden the scope by investigating multiple distribution channel options like
the technology acceptance model, the e-service quality approach and price perceptions as
potential value drivers for different travel distribution channels. According to the study more
favorable price perceptions are attributed to online agencies which is one of the outstanding
perspectives of the strongest discriminant function described as ‘online euphemism-skepticism’.
Carmen Cox et al. (2009) Their investigation was how websites containing user-generated
content (UGC) are used by consumers and the role they have on their information search and
travel behavior. The results suggest that although these sites are popular, they are not yet
considered to be as credible or trustworthy as existing sources of travel information such as
government-sponsored tourism websites. UGC appears to act as an additional source of
information that travelers consider as part of their information search process, rather than as the
only source of information. The study is significant in that it appears to be one of the few
investigations that captures the perceptions of the travel consumer and the way they relate to the
information value associated with Web 2.0 sites.

Leo Huang et al (2011)Their study explores travel blog marketing channel strategies and the
conceptual business model of the marketing channel from travel agency practitioners’
perspective. It is the first attempt to evaluate the external environmental forces of adopting a
travel blog marketing channel and to discern the motivations for investment in a travel blog
marketing channel. In addition to developing travel blog marketing channels’ differentiated
strategies and emphasizing the performances of travel blog marketing channels. Their study
adopts a three-round Delphi research design. According to the findings, travel agencies consider
four external environment forces, five internal motivations for investment, four developing
differentiated strategies, and four channel performance measurement indicators. Their study was
quite innovative in that no one else so far had analyzed nor tried to discern the issues of travel
blog marketing channel strategies and the business model of travel agency blogs. Finally, the
construct of a travel blog marketing channel strategy by the travel agency industry can help
address practical and theoretical needs of the customer. Sisira Neti(2011) Social Media, today, is
among the ‘best opportunities available’ to a brand for connecting with prospective consumers.
Social media is the medium to socialize. Marketers are taking note of many different social
media opportunities and beginning to implement new social initiatives at a higher rate than ever
before. Social media marketing and the businesses that utilize it have become more
sophisticated. One cannot afford to have no presence on the social channels if the competitor is
making waves with its products and services. The study discusses the concepts of social media
and social media marketing and other aspects like the growth and benefits, role and relevance of
social media in marketing, social media. Whether you are an individual, a startup, small business
or a large corporation, an online presence and an ongoing conversation with your constituents is
a baseline requirement -- and will take time and expertise. Companies are diverting resources
and rethinking their traditional outreach strategies. According to her it was high time that every
business adopts social media and takes it seriously! Myung-Ja Kima et al.( 2012) According to
them although, Internet use is becoming increasingly prevalent, and people all over the world are
shopping online with increasing frequency and While much of the current literature tends to
focus on the dependent variable of loyalty on online tourism shopping, there is no focus on the
moderating role of loyalty. Their study aims to examine the relationships among perceived
security, website properties, navigational functionality, trust, and satisfaction, as well as to use a
process theory to investigate the differences in these constructs between low- and high-loyalty
groups. Their study revealed that perceived security, website properties, and navigational
functionality significantly and positively affected trust. In addition, loyalty was found to
reinforce the relationships among perceived security, website properties, navigational
functionality, and trust. Jan Moller Jensen(2012) His study was to investigate how consumers'
shopping orientation toward travel shopping influences their tendency to shop for travel products
on the Internet.It also looks into the role of consumers' travel experience. A conceptual model
was developed and a number of hypotheses are forwarded and tested by structural equation
modeling . According to the investigation he concluded that Shopping orientation and travel
experience both influence travelers' intentions to shop travel products online. Pandya Khushbu
(2012) Marketers in the west have already taken advantage of Social Media. But Indian
marketers are still lagging behind in this foray. Social Media Marketing (SMM) is emerging as
an innovation in the marketing field. Although in India SMM has been catching fire since the last
3 to 4 years. But still some companies are finding ways and means to manage it professionally.
Hence, he advises that the need arises to study the state of social media use in marketing
activities by Indian companies. This study is an attempt to create awareness among Indian
marketers about the power of SM Environment spreading at large. This study answers one major
research question – What is the state of social media marketing in India? Major findings show
that social media platforms do have an impact on business and marketing. Manjunatha S.( 2013)
His study is placed in this context to examine the emergence and growth of online shopping in
India. And also to analyze the attitudes and expectations of online shoppers in India and it is
found that since the last two decades the number of online shoppers has largely increased along
with the rise of online shopping websites. According to him his study found that the attitudes and
expectations of online shoppers have dramatically changed. The major detrimental factors of
online shopping in India have been dealt with scientifically. He advised that the online shopping
websites have to make best use of the available mobile technology. A. Irudayaraj and Dr. K.
Baranidharan(2013)-According to their study the company should not just jump on to the
bandwagon just because others are jumping into it. The market should be analyzed first to
understand whether their brand would really benefit from Social Marketing Media. It should try
and find out whether Social Marketing Media strategies fit its brand. The company should not
expect results overnight. Social Marketing Media is a long term strategy. It will not happen
overnight. The results might become visible anywhere from three to six months. Social
Marketing Media is not a standalone tool for marketing. It has to be used along with all the other
conventional marketing strategies. One of the benefits of a social media strategy is the fact that
the available tools can be customized for their particular needs. Sujo Thomas et al.(2014
)according to their study despite being used by millions of people, the bus travel industry in India
is highly fragmented as well as unorganized and it took a while to witness some innovations in
the bus ticketing industry in India. They attempt to explore as well as evaluate the extent of the
transformation and its impact by focusing on ‘redbus’ which is the largest bus ticketing company
operating in India. However redbus has to cope with the challenge of building a robust
technology base to handle the web traffic effectively and do all the transactions real time. . The
opportunity of cross selling and customization of products to suit the demands of the customers
is still an impending region to be explored yet by Redbus. Presently it also needs aggressive
allocation of their advertising budget. Redbus had used radio advertising to reach the masses and
Google advertising to target the internet users. Redbus has to set the priorities right for the near
future while being watchful for emerging opportunities to stay ahead of the competition. Veto
Datta(2014) According to the study ,the online travel portal provides One single website with so
many services like doing reservations for a flight or a cruise, hotel or car rental, giving your
confirmation numbers online. Earlier the travel planning that once took hours now takes only a
few headache-free minutes. An additional advantage is the deals and the different schemes
offered only by online sites, they are often given exclusive discounted rates to sell the travel
plan. The Internet has increased competition among travel agents considerably to sell their
products. Another benefit of online travel sites is the information search factor. Customers are
not willing to spend time searching hundreds of airline fare prices and hotel locations, now
online travel sites do the searching for you and find the best available prices by making
customers job easy. You also get bonus beneficial information like weather updates, flight status,
travel guides and tips. Companies are designing their sites as a one-stop shop for all your travel
needs. Now a day every company is competing for the same pool so it is difficult to differentiate
their services form the other companies so the perceived value is getting more attention to make
their service unique. Customer Perceived value is considered to be very important and it is
believed to be a main concept within marketing and it also helps in customer behavior research
.The customer value is very effective in predicting the customer's behavioral intentions and
preferences. So it is important to find out how these values are perceived by the customers The
research shows that nowadays customer are choosing websites to get more and more information
on any products. It was found that most of the customer prefer to book their travel plan form the
travel website. The websites provides many facilities it is the most convenient method than any
other, it is very easy and simple to use .The study basically based on perceived value from makes
my trip travel website. The perception of customer towards the four experiential value was
investigated in the study.The customer were happy with the aesthetics value of the website.
Though all the four experiential value is positively perceived by the customers.
 CHAPTER 4

CLASSIFICATION AND INTERPRETATION OF DATA

Q.1 How often do you visit Big Bazaar? How would you rate your answer?

Particulars Respondents Percentage

Weekly 38 38

Monthly 44 44

Occasionally 18 18

Total 100 100

Interpretation:

Most of the consumers visit Big Bazaar on Monthly basis. As shown in the graph above 44%
consumers visited big bazaars because they mostly came for the purchasing of grocery item on a
monthly basis while 38% customers visited big bazaar weekly for daily purpose item & 18%
visited occasionally.
Q2. How did you come to know about Big Bazaar?

Promotion Respondents Percentage

Advertisement 80 80

Colleagues references 12 12

Friends/relatives references 4 4

Any other specify 4 4

Total 100 100

Interpretation:

From the above study 80% of respondents from Advertisement, 12% of respondents from
Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents from
others.
Q3. What is the main purpose of Purchase?

Particulars Respondents Percentage

Personal Usage / consumption 71 71

To Gift 19 19

Any other pl. Specify 10 10

Total 100 100

Interpretation:

From the above table we can conclude that the major numbers of respondents of 71% personal
usage, 19% to gift and remaining 10% any other.
 Q4. Which category of products do you buy most at Big Bazaar?

Aspects Respondents Percentage

Food items 25 25

Clothes 33 33

Electronics 14 14

Furniture 18 18

Any other pl. Specify 10 10

Total 100 100

Interpretation:

From the above study 25% of respondents from Food items, 33% of respondents from Clothes
and 14% of respondents from Electronics 18% of respondents from furniture and 10% others.
Q5. You prefer to go to Big Bazaar with?

Particulars Respondents Percentage

Family members 55 55

Spouse 28 28

Friends 13 13

Others 4 4

Total 100 100

Interpretation:

From the above study 55% of respondents from Family, 28% of respondents from Spouse and
13% of respondents from Friends and remaining 4% are others.
Q.6 What is your major reason for shopping at Big Bazaar?

Particulars Respondents Percentage

Economical price 40 40

Quality product 21 21

Product variety 30 30

Quality service 9 9

Total 100 100

Interpretation:

From the above graph it is inferred that among total respondents they highly go to Big Bazaar
because of the economical price that is charged and they also go to Big Bazaar because of variety
of products.
Q7. How do you rate the pricing of products at Big Bazaar?

Particulars Respondents Percentage

Expensive 09 09

Competitive 21 21

Affordable 36 36

Reasonable 34 34

Total 100 100

Interpretation:

From the above study 09% of respondents from Expensive, 21% of respondents from
Competitive and 36% of respondents from Affordable 34% of respondents from Reasonable.
Q8. What more facility would you like to get at Big Bazaar?

Particulars Respondents Percentage

Membership Card 18 18

Discount Card 53 53

Free packing Offers 9 9

Lucky draw Offer 20 20

Total 100 100

Interpretation:

From the data specified, 18% of customers are interested in membership card, whereas 9% are
interested in parking offers, 20% are interested in lucky draw but more than half are interested in
discount card i.e.53% by this we can say that most of the customers prefers to have discount
cards at Big Bazaar.
Q9. How often do you ask for Assistance from store staff in selecting your purchase?

Particulars Respondents Percentage

Almost Always 22 22

Frequently 30 30

Sometimes 40 40

Never 08 08

Total 100 100

Interpretation:

From the above data, we decide that 22% of the customers always take assistance from staff
always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will
not depend on others. From the collected data, we can say that the minority of the customers take
assistance from the store staff sometimes.
Q10. How is your overall experience in Big Bazaar?

Particulars Respondents Percentage

Disappointed 12 12

Satisfied 48 48

Delighted 40 40

Total 100 100

Interpretation:

48% of respondents are satisfied with their overall shopping experience at Big Bazaar. 40% of
them are delighted & 12% are disappointed. Approximately all the consumers were satisfied and
delighted with their overall shopping experience at Big Bazaar.
Q11. Would you visit Big Bazaar again?

Particulars Respondents Percentage

Sure 85 85

May be 12 12

Never 03 03

Total 100 100

Interpretation:

From the above table we can conclude that the major numbers of respondents 85% of the
respondents say sure, 12% of the respondents say May be, 3% of the respondents say Never.
Q.12 Do you suggest any one to shop at Big Bazaar?

Particulars Respondents Percentage

Yes 85 85

No 15 15

Total 100 100

Interpretation:

From the above table we can conclude that the major numbers of respondents are Yes, 85%,
which comprises 15% of the No.
Q.13 What do you suggest to Big Bazaar Management to make the present Big Bazaar to be
more attractive?

Particulars Respondents Percentage

To maintain quality products 45 45

25 25

Reasonable prices

Giving more offers and discounts 25 25

Convenience 05 05

Total 100 100

Interpretation:

From the study it is observed that45% of respondents are for maintaining quality products, 25%
of respondents Reasonable Prices, 10% of respondents every month, and 25% of respondents for
giving more of offers and discounts, 5% respondents for convenience.
Q.14 What do you mostly prefer?

Particulars Respondents Percentage

Local store brand 38 38

Private label brands 62 62

Total 100 100

Interpretation:

From the above table it is inferred that among total respondents are 1st rank given to Branded
products, 2nd rank given to local products. Means most of the consumers prefer branded
products rather than to go with big bazaar's local brand products.
Q.15 Is service offered at Big Bazaar satisfactory to you?

Particulars Respondents Percentage

Strongly disagree 6 6

Disagree 22 22

Slightly agree 34 34

Agree 20 20

Strongly agree 18 18

Total 100 100

Interpretation:

34% of respondents slightly agree that services offered at Big Bazar are satisfactory to them. But
according to of 22% respondents, services offered at Big Bazaar are not satisfactory to them.
Q.16 So how regular are you to BIG BAZAAR?

Particulars Respondents Percentage

Weekly 38 38

Monthly 44 44

Occasionally 18 18

Total 100 100

Interpretation:

Most of the consumers visit Big Bazaar on Monthly basis. As shown in the graph above 44%
consumers visited big bazaars because they mostly came for the purchasing of grocery items on a
monthly basis while 38% customers visited big bazaar weekly for daily purpose items & 18%
visited occasionally.
Q.17 How frequently do you like to go to Big Bazaar?

Particulars Respondents Percentage

Weekly 38 38

Monthly 44 44

Occasionally 18 18

Total 100 100

Interpretation:

Most of the consumers visit Big Bazaar on Monthly basis. As shown in the graph above 44%
consumers visited big bazaars because they mostly came for the purchasing of grocery items on a
monthly basis while 38% customers visited big bazaar weekly for daily purpose items & 18%
visited occasionally.
Q.18 How do you rate the pricing of products at Big Bazaar?

Particulars Respondents Percentage

Expensive 09 09

Competitive 21 21

Affordable 36 36

Reasonable 34 34

Total 100 100

Interpretation:

From the above study 09% of respondents from Expensive, 21% of respondents from
Competitive and 36% of respondents from Affordable 34% of respondents from Reasonable.
Q.19 How frequently do you ask store employees for help making a decision?

Particulars Respondents Percentage

Almost Always 22 22

Frequently 30 30

Sometimes 40 40

Never 08 08

Total 100 100

Interpretation:

From the above data, we decide that 22% of the customers always take assistance from staff
always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will
not depend on others. From the collected data, we can say that the minority of the customers take
assistance from the store staff sometimes.
Q.20 What do you mostly prefer?

Particulars Respondents Percentage

Local store brand 38 38

Private label brands 62 62

Total 100 100

Interpretation:

From the above table it is inferred that among total respondents are 1st rank given to Branded
products, 2nd rank given to local products. Means most of the consumers prefer branded
products rather than going with big bazaar's local brand products.
 CHAPTER 5
CONCLUSION

● Big Bazaar is the leading retail chain in the country and is growing every day, especially
in the food product category. With more and more new entrants into the Indian retail
market.
● Big Bazaar is finding it hard to squeeze out more discounts for customers than its
competitors and yet maintain profit. As such it depends heavily on highly-efficient supply
chains to procure and deliver its products of best quality at the cheaper rates.
● Currently, Big Bazaar manages 30 different supply chains spanning 4 different categories
– food, fashion, home and general merchandising, out of which the food supply chain is
the most crucial, as it is the most organized yet an untapped source of huge profit
margins.
● Even the food supply chain is different for 3 different categories – farm fresh products,
cold-chain and FMCG products, each having different distribution networks.
● Although the existing supply chains are highly efficient , a lot of improvements can still
be made by introducing more technologies and IT in procurement and distribution.
● The future aspects of the food supply chain lies on the perils of freezing fruits and
vegetable prices, vegetable stock exchange, managing the products by themselves,
partnering with dairy farms or plants, and have direct distribution from manufacturers
such as P&G, who directly distribute products to the retail shops, eliminating distributors
and wholesalers.
● The food supply chain, especially the cold-chain sector in India, is an unexplored mine,
which if explored properly, can reap gold for all retailers, customers and farmers.
 SUGGESTIONS

An attempt has been made to suggest to the Big Bazaar a few measures. These suggestions have
been made within the preview of the data available.

● The company must go for some more promotional activities rather than TV,
advertisement, hoarding and newspapers.
● The company has to conduct the periodical meetings with customers and take
their valuable suggestions.
● The company may adopt a policy of discounts cards and gifts to customers while
purchasing the products.
● Innovative efforts must be launched to improve the position through better
marketing strategies.
● Innovative packaging can give a company an advantage over competitors.
● The store staff should be trained adequately so as to convince the Potential
buyers, because his performance on jobs has a great impact on the sale of a
product.
● Big Bazaar should keep more goods in stock, so that consumers don’t face
“Goods Out- of stock” problems.
 BIBLIOGRAPHY

ONLINE SEARCH

● https://futureretail.in/businesses/big-bazaar.html
● https://www.slideshare.net/feminashweta/consumer-perception-of-big-bazaar
● https://www.futuregroup.in/
● https://www.slideshare.net/Shashikishore/a-study-on-consumer-satisfaction-at-big-bazaar
● https://en.wikipedia.org/wiki/Big_Bazaar
● http://shodh.inflibnet.ac.in:8080/jspui/bitstream/123456789/3577/3/03_review%20of%20
literature.pdf

BOOKS

◆ Philip Kotler, Kevin Keller, marketing management, sage publications.

◆ Kotler p, & Armstrong, g, principal of marketing.
 APPENDIX

Q.1. How frequently do you visit Big Bazaar?

a) Weekly

b) Monthly

c) Occasionally

Q2) How did you come to know about Biz Bazaar?

a) Advertisement

b) Colleague’s references

c) Friends/relatives references

d) Any other specify

Q3. What is the main purpose of Purchase?

a) Personal Usage / consumption

b) To Gift

c) Any other pl. Specify

Q4. Which category of products do you buy most at Big Bazaar?

a) Food items

b) Clothes

c) Electronics

d) Any other pl. Specify

Q5. You prefer to go to Big Bazaar with?

a) Family members

b) Spouse

c) Friends

d) Others

Q.6 What is your major reason for shopping at Big Bazaar?

a) Economical Price

b) Quality Product

c) Product Variety

d) Quality Service

Q7. How do you rate the pricing of products at Big Bazaar?

a) Expensive

b) Competitive

c) Affordable

d) Reasonable

Q8. What more facility would you like to get at Big Bazaar?
a) Membership Card

b) Discount Card

c) Free packing Offers

d) Lucky draw Offer

Q9. How often do you ask for Assistance from store staff in selecting you purchase?

a) Almost Always

b) Frequently

c) Sometimes

d) Never

Q10. How is your overall experience in Big Bazaar?

a) Disappointed

b) Satisfied

c) Delighted

Q11. Would you visit Big Bazaar again?

a) Sure

b) May be

c) Never

Q.12 Do you suggest any one to shop at Big Bazaar?

a) Yes

b) No
Q.13 How do you suggest Big Bazaar Management to make the present Big Bazaar more
attractive?

a) To maintain quality products

b) Reasonable prices

c) Giving more offers and discounts

d) Convenience

Q.14 What do you mostly prefer?

a) Local Store brand

b) Private label Branded

Q15. Is service offered at Big Bazaar satisfactory to you?

a) Strongly Disagree

b) Disagree

c) Slightly Agree

d) Agree

e) Strongly Agree

Q.16 So how regular are you to BIG BAZAAR?

a) Weekly

b) Monthly

c) Occasionally

Q.17 How frequently do you like to go to Big Bazaar?

a) Weekly

b) Monthly

c) Occasionally

Q.18 How do you rate the pricing of products at Big Bazaar?

a) Expensive

b) Competitive

c) Affordable

d) Reasonable

Q.19 How frequently do you ask store employees for help making a decision?
a) Almost Always

b) Frequently

c) Sometimes

d) Never

Q.20 What do you mostly prefer?

a) Local Store brand

b) Private label Branded