1

CHAPTER 1

INTRODUCTION


1.1 INTRODUCTION TO THE TOPIC

Perception can be described as 'how we see the world around us. Two individuals may be subject to
the same stimuli under apparently the same conditions, buy how they recognize them, select them,
organize them, and interpret them is a highly individual process based on each person`s own needs,
values, and expectations.
Perception is deIined as the process by which an individual selects, organizes, and interprets stimuli
into a meaningIul and coherent picture oI the world. A stimulus is any unit oI input to any oI the
senses. Examples oI stimuli (i.e., sensory input) include products, package, brand names,
advertisements, and commercials. Sensory receptors are the human organs (the eyes, ears, nose,
mouth and skin) that receive sensory inputs. Their sensory Iunctions are to see, hear, smell, taste and
Ieel. All oI these Iunctions are called into playeither singly or in combination in the evaluation and
use oI most consumer products. The study oI perception is largely the study oI what we
subconsciously add to or subtract Irom raw sensory inputs to produce our own private picture oI the
world.
Consumer Perception
Consumers have a number oI enduring perceptions, or images, that are particularly relevant to the
study oI consumer behavior. Products and brands have symbolic value Ior individuals, who evaluate
them on the basis oI their consistency (i.e. congruence) with their personal pictures oI themselves.
Some products seem to agree with an individual`s selI-image; others do not. Consumers attempt to
preserve or enhance their selI-images by buying products they believe are congruent with that selI-
image and avoiding products that are not. Over the years people observed that, a company`s Iirst task
is 'to create customers but today`s customers Iace a vast array oI product and brand choices, prices
and services. Thus, the traditional marketing theory and practice have Iocus on attracting new
customers rather than retaining existing once. Today, however, although attractive new customers
remaining and important task, the emphasis has shiIted towards retaining current customers and built
proIitable long term relationship with them.


2

Perception is understood as the act oI seeing what is there to be seen. But what is seen is inIluenced
by the perceiver, the object, and the environment. The meaning oI perception will be complete when
all the three aspects are stressed. 'Perception can be deIined as the process oI receiving, selecting,
organizing, interpreting, checking, and reacting to sensory stimuli or data.

Unique Customer Perception (UCP)

Marketing is a domain which is dynamic i.e. involves change, an important phenomenon not to be
overlooked. We have come across a term 'Unique Selling Proposition (USP) which companies Ieel
as a constant Iactor. Every organization is an open system oI management which means change is
inevitable and is associated with environmental Iactors. Companies need to Iocus not only on USP oI
their products but also on the 'Unique Customer Perception (UCP) oI the Iinal end users.

The prop oI marketing is based on the need identiIication and the USP's are prepared based on the
identiIied needs. II the needs are wrongly identiIied then even the USP's which are unique to the
product would not serve the purpose. USP identiIies a product/service Irom its competitors while
UCP is the perception or picture a customer develops Irom all types oI promotional inputs Irom the
company about their product or service. It is oIten seen that some brands do extremely well compared
to other brands having the same resources. The reason Ior the brands not to do well is probably the
communications which does not reIlect the customer`s perception. So it is not the USP but UCP that
plays an important role .This has lead to the concept - 'Customer Perception is the Rule and not
Customer SatisIaction.

Remember that a customer always buys a product or service with a lot oI expectations which he has
derived Irom the promotional inputs oI the company or other sources including word oI-mouth. So a
customer would be satisIied when PerIormance is equal to expectation while would not be satisIied
when PerIormance does not match with expectations. Now this expectation is what has been derived
Irom perception. Perception is not good or bad, right or wrong, it is just the way someone judges an
experience based on their value system oI what they believe should happen. Since people are unique,
each oI their perceptions are unique .On the other hand each situation is a "point oI contact" with an
employee that will tell the customer a "truth" about the company's idea oI customer service. Each
situation will create expectations` oI what the next experience will probably be like.




3

Companies spend considerable amount on advertisement and in this world oI competitive advantage
advertisement has to be repetitive in nature. Brand hammering results in brand recall which is a
costly aIIair. So companies need to understand the Unique Customer Perception to Iacilitate
advertising and Sales Promotional (ASP) eIIorts towards a better bargain. The cost incurred on
advertisement is huge i.e. iI we reIer to the 5 M's oI advertising, Money is a budgetary constrain Ior
an ideal advertising campaign. Thus UCP has to be rightly analyzed Ior better results by the company
to match perIormance and expectation.

Private Label
Brand owned not by a manuIacturer or producer but by a retailer or supplier who gets its goods made
by a contract manuIacturer under its own label also called private brand.
Advantages of Private label brands
Private label brands are those oIIered by retailers. There are various advantages Ior the retailers to go
Ior private label brands. The advantages include
1. Control over pricing oI the product/service,
2. Put Iorth own ideas on marketing plans,
3. Create personalized image which in turn leads to higher customer loyalty,
4. Higher control on production, marketing, distribution and proIits,
5. Give their own inputs, additional materials, logos, tag lines, etc.
6. Customer's changing preIerence - drive towards private label products.
These points provide edges over the other brands .Private label brands are available in a broad range
oI varieties Irom Iood to cosmetics. These brands help create a personalized and unique brand Ior
retailers. Retailers with pretty good private label brands will be able to create better sales
opportunities Ior themselves. They can build value and recognition Irom the customers. Private brand
products allow retailers to diIIerentiate their products Irom competitors' products, and provide
consumers with an alternative to other brands.







4

1.2 INDUSTRY PROFILE



Retail is India's largest industry. It accounts Ior over 10 per cent oI the India's GDP and around 8 per
cent oI the employment. Retail sector is one oI India's Iastest growing sectors with a 5 per cent
compounded annual growth rate. India's huge middle class base and its untapped retail industry are
key attractions Ior global retail giants planning to enter newer markets. Driven by changing liIestyles,
strong income growth and Iavourable demographic patterns, Indian retail is expected to grow 25 per
cent annually. It is expected that retail in India could be worth US$ 175-200 billion by 2016.

The organized retail industry in India had not evolved till the early 1990s. Until then, the industry
was dominated by the un-organized sector. It was a seller`s market, with a limited number oI brands,
and little choice available to customers. Lack oI trained manpower, tax laws and government
regulations all discouraged the growth oI organized retailing in India during that period. Lack oI
consumer awareness and restrictions over entry oI Ioreign players into the sector also contributed to
the delay in the growth oI organized retailing. Foundation Ior organized retail in India was laid by
Kishore Biyani oI Pantaloon Retails India Limited (PRIL). Following Pantaloon's successIul venture
a host oI Indian business giants such as Reliance, Bharti, Birla and others are now entering into retail
sector.

A number oI Iactors are driving India's retail market. These include: increase in the young working
population, heIty pay-packets, nuclear Iamilies in urban areas, increasing workingwomen population,
increase in disposable income and customer aspiration, increase in expenditure Ior luxury items, and
low share oI organized retailing. India's retail boom is maniIested in sprawling shopping centres,
multiplex- malls and huge complexes that oIIer shopping, entertainment and Iood all under one rooI.

But there is a Ilip side to the boom in the retail sector. It is Ieared that the entry oI global business
giants into organized retail would make redundant the neighbourhood Kirana stores resulting in
dislocation in traditional economic structure. Also, the growth path Ior organized retail in India is not
hurdle Iree. The taxation system still Iavours small retail business. With the intrinsic complexities oI
retailing such as rapid price changes, constant threat oI product obsolescence and low margins there
is always a threat that the venture may turn out to be a loss making one. The retailer has to Iight
issues like Iragmented sourcing, unpredictable availability, unsorted Iood provisions and daily


5

Iluctuating prices as against consumer expectations oI round-the-year steady prices, sorted and
cleaned Iood and Iresh stock at all times.

Trained human resource Ior retail is another big challenge. The talent base is limited and with the
entry oI big giants there is a cat Iight among them to retain this talent. This has resulted in big salary
hikes at the level oI upper and middle management and thereby eroding the proIit margin oI the
business. All the companies have laid out ambitious expansion plans Ior themselves and they may be
hampered due lack oI requisite skilled manpower.

But retail oIIers tremendous Ior the growth oI Indian economy. II all the above challenges are
tackled prudently there is a great potential that retail may oIIer employment opportunities to millions
living in small town and cities and in the process distributing the beneIits oI economic boom and
resulting in equitable growth.






























6

1.2 COMPANY PROFILE



Future Group, led by its Iounder and Group CEO, Mr. Kishore Biyani, is one oI India`s leading
business houses with multiple businesses spanning across the consumption space. While retail Iorms
the core business activity oI Future Group, group subsidiaries are present in consumer Iinance,
capital, insurance, leisure and entertainment, brand development, retail real estate development, retail
media and logistics. It was Iounded in 1987 as a garment manuIacturing company, the company
Iorayed into modern retail in Aug. 1997 with the launch oI its Iirst department store, pantaloons in
Kolkata.

Pantaloon Retail, the group operates over 16 million square Ieet oI retail space in 73 cities and towns
and 65 rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs
around 30,000 people and is listed on the Indian stock exchanges. The company Iollows a multi-
Iormat retail strategy that captures almost the entire consumption basket oI Indian customers. In the
liIestyle segment, the group operates Pantaloons, a Iashion retail chain and Central, a chain oI
seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket Iormat that
combines the look, touch and Ieel oI Indian bazaars with the choice and convenience oI modern
retail.

In 2008, Big Bazaar opened its 100th store, marking the Iastest ever organic expansion oI a
hypermarket. The Iirst set oI Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore. The group`s speciality retail Iormats include supermarket chain Food Bazaar,
sportswear retailer - Planet Sports, electronics retailer e-Zone, home improvement chain - Home
Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal -
www.Iuturebazaar.com.

Future Capital Holdings, the group`s Iinancial arm provides investment advisory to assets worth over
$1 Billion that are being invested in consumer brands and companies, real estate, hotels and logistics.
It also operates a consumer Iinance arm with branches in 150 locations. Other group companies
include, Future Generali, the group`s insurance venture in partnership with Italy`s Generali Group,
Future Brands, a brand development and IPR Company, Future logistics, providing logistics and
distribution solutions to group companies and business partners and Future Media, a retail media
initiative.


7

The group`s presence in Leisure & Entertainment segment is led through, Mumbai-based listed
company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co.
and Iamily entertainment centres, F123. Through its partner company, Blue Foods the group operates
around 100 restaurants and Iood courts through brands like Bombay Blues, Spaghetti Kitchen,
Noodle Bar, The Spoon, Copper Chimney and Gelato.

Future Group`s joint venture partners include, US-based stationery products retailer, Staples and
Middle East-based Axiom Communications. Future Group believes in developing strong insights on
Indian consumers and building businesses based on Indian ideas, as espoused in the group`s core
value oI Indianans.` The group`s corporate credo is, Rewrite rules, Retain values.`

Future Brand
They have built a strong portIolio oI some oI the Iastest growing consumer brands in India. This
activity is led through Future Brands India Limited, a specialized subsidiary company that was set
up to create and build powerIul brands that address the aspirations oI the new Indian consumer.
Some oI the key brands in this portIolio include, 1ohn Miller, Lombard, Bare, D1&C, Buffalo and
RIG in the Iashion and apparel space. Dreamline, present in the home segment, oIIers a wide range
oI products in kitchenware, bed & bath linen, and Home Decor categories. In the Iood and home care
segment brands include Tasty Treat, Premium Harvest, Fresh & Pure, Care Mate and Clean
Mate. In consumer durables and electronics space, the group`s brands include Koryo and Sensei.
Big Bazaar
Big Bazaar is a chain oI shopping malls in India currently with 31 outlets, owned by the Pantaloon
Group. The idea was pioneered by entrepreneur Kishore Biyani, the head oI Pantaloon Retail India
Ltd. The idea Irom the very beginning was to make Big Bazaar very comIortable Ior the Indian
customer. That was Kishoreji`s strength as a retailer. He had a lot conIidence in what he was doing,
even though it deIines conventional logic. Big Bazaar is not just another hypermarket. It caters to
every need oI your Iamily. Where Big Bazaar scores over other stores is its value Ior money
proposition Ior the Indian customers.
At Big Bazaar, you will deIinitely get the best products at the best prices - that`s what we guarantee.
With the ever increasing array oI private labels, it has opened the doors into the world oI Iashion and
general merchandise including home Iurnishings, utensils, crockery, cutlery, sports goods and much
more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much


8

more to complete your shopping experience. Big bazaar Isse Sasta Aur Acha Kahin Aahin' is the
hypermarket discount store initiative oI the company (Pantaloon) commissioned to address the
discount & bargain-hunting tendency oI the Indian shopper.
Firstly Big Bazaar was set up across 50,000 Sq. It. in Kolkata. Driven by the resounding success oI
the concept, Iour Big Bazaars were rolled out across 2, 00,000 Sq. It. in Hyderabad, Bangalore, &
Mumbai. These include Men`s, Ladies, children apparel, utensils, kitchenware, stationery, luggage,
toys, optical products, a photo studio & an STD booth among others. Big Bazaar has more than 50
sales oIIers across its countries at any time & these discounts range Irom 6 to 60.
The magic oI the concept is reIlected in the IootIall. Big Bazaar attracts more than 5,00,000 shoppers
every month. More importantly, it has emerged as the Iirst organized store to reach out to a broad
customer spectrum-Irom a village to a wealthy businessman. At Big Bazaar, price was the principal
value proposition at these stores. The store sold a variety oI products 5 to 60 lower than the
corresponding market price. Schemes oI Big bazaar are very popular like buy two get one Iree`.
Also positioning & product availability in Big Bazaar gained a higher share oI the customer`s
shopping basket.














9

1.4 STATEMENT OF THE PROBLEM

The textile industry is one oI the leading sectors in the Indian economy as it contributes nearly 14
percent to the total industrial production. Role oI Textile Industry in India GDP has been quite
beneIicial in the economic liIe oI the country. The worldwide trade oI textiles and clothing has
boosted up the GDP oI India to a great extent as this sector has brought in a huge amount oI revenue
in the country. Hence the topic assumes importance. And also that all Future Group products are
marketed only in their subsidiaries so, it is essential to analyze the reach oI their products among the
consumers. It mainly assumes prominence with respect to Private label products. Hence this study is
conducted to Iill the gap on consumer`s perception about the private label products with special
reIerence to Big Bazaar`s Men`s Apparel Products.


















10

1.5 OB1ECTIVES OF THE STUDY

Primary objective
To study the consumer perception oI BIG BAZAAR private label men`s apparel products.

Secondary objectives
To identiIy the consumer perception about private label apparel products at BIG BAZAAR.
To study the Iactors inIluencing the purchase oI private label brands.
To make suggestions to improve the sale oI private label apparel products.
To analyze the impact oI promotional strategies adopted by BIG BAZAAR with respect to
private label apparel products.















11

1.6 SCOPE OF THE STUDY
The study is restricted to consumer`s perception oI private label apparel products only.
The respondents chosen were only men.
The study is restricted to Big Bazaar, Vadapalani branch and hence the results cannot be
generalised.























12

1.7 LIMITATIONS OF THE STUDY

The study had a time limitation oI three months only.
Majority oI the customers showed less interest in sharing inIormation while shopping.





























13

CHAPTER 2

REVIEW OF LITERATURE

The Iollowing articles have been reviewed Irom the existing literature database.

Germain PJ (2003) has investigated that Customer perception is an important component oI
company`s relationship with our customers. The Iindings reveal that 90 plus oI orders are done
through phone and so telephone handles is essential to create perception among customers about the
company mission oI service. The Iinding also adds that the vocal cords give upbeat presentation to
the customers. Also that slowing down the voice ensures that a good perception is created in the
minds oI the customer
1


Huawei Technologies co., Ltd (2003) has investigated that meeting customer requirements and
measuring customers' satisIaction indexes, customer perception should be deIinitely a key
consideration. QualiIied services in the operation execution layer, technical management layer and
business development layer are necessary. It is more important to understand customer expectations
and make eIIorts to exceed their expectations. In customer satisIaction management, the biggest
challenge is customer perception management, or customer perception satisIaction. The major
characteristics oI service is intangible, hence the core value oI services is not like a physical product
but the spiritual experience and perception oI customers. The Iinal aim and ideal eIIect oI service
provisioning is to have customers perceive and enjoy the service. Such perception is both at
psychological and behaviour levels, and it is the contents oI high quality liIe in the modern society.
Customers are seeking Ior material deliverables as well as perceptive enjoyment when purchasing a
service product. Since perceptive enjoyment is a vital service objective, one oI the key service
management objectives shall be meeting customers' perceptive enjoyment.
2





1
The Consumer Perception by PJ Germain., Article source: http://www.Iibre2Iashion.com
2
SatisIy customers perception is the biggest challenge by Soumen Chatterjee., Article Source: Huawei Technologies
Co., Ltd


14

Chatterjee Soumen (2006) has investigated that customer perception is what is required by companies
instead oI Unique Selling Proposition. It is ultimately that customer look Ior satisIaction based on the
picture oI perception derived Irom various sources. II these perceptions oI customer can analyzed
then promotion would be easier Ior customer centric marketing. This has lead to the concept -
'Customer Perception is the Rule and not Customer SatisIaction.
3


Jen B (1999) has investigated that bigger stronger business company have to get some serious brand
recognition happening. People need to know company name beIore anything else. This is the ticket to
getting the image that company want. II company get a lot oI blank looks Irom people that are not
current customers then company probably have no recognition at all. That means it is time Ior an
advertising switch. Even iI people don`t buy the product they will recognized the name.
Remembering a business is one step closer to trusting a business. Brand recognition is accomplished
only by people seeing company logo and business name over and over again. This will create the
repetition that current customers and Iuture customers need to stick on the product out oI a crowd
time and time again.
4


Trent Leyshan has investigated that Value Perception (VP) is the opinion about retailer`s potential
and current customer`s view on product or service. This perception determines the value it adds to
them in line with the problems it needs to solve or aspirations they want it to IulIil. Irrespective oI
customer`s opinion being right oI wrong in retailer`s mind, their opinion matters none the less, in
Iact, critically so. Some may suggest; 'But the customer may have it wrong In this instance we
respond: whose Iault is that: the customer, sales person, sales manager, marketing dept or Company
Directors? One this is Ior sure, it certainly isn`t the customers Iault. Value cascades down the value
deliver system into the customer. A breakdown on any level can be detrimental to a company`s
success. The customer`s positive perception, along with an eIIective sales process will help the
customer make the appropriate buying decision.
5





3
Unique customer perception (UCP) by Soumen Chatterjee., Article Source: http://EzineArticles.com/?expertSoumen
Chatterjee
4
Brand recognition will change customer perception by Jen B., Article Source: http://www.a1articles.com/ article
103591715.html
5
Creating the right Value Perception` Ior your Customers by Trent Leyshan., Article source: www.trentleyshan.com




15

Philip Kotler (2002) has investigated that Customer SatisIaction depends on the products perceived
perIormance relative to buyer`s expectations. II the product perIormance Ialls short oI expectation,
the customer is dissatisIied. II perIormances exceed expectations, the customer is satisIied. II
perIormance exceeds expectations, the customer is highly satisIied or delighted. Outstanding
marketing companies go out oI their way to keep important customers satisIied. Highly satisIied
customer make a repeat purchases and tell others about their good experience with the product. The
key is to match customer expectation with company perIormance. Smart companies aim to delight
customer by promising only what they can deliver, then delivering more than they promise. Thus, the
purpose oI marketing is to generate customer value proIitability. This requires a very delicate
balance: The marketer must continue to generate more customer value and satisIaction but not 'give
away the house.
6
















6
Customer SatisIaction by Philip Kotler., Article source: Principles oI Marketing, Sultan Chand and Company Ltd., New
Delhi, Second
ed
Edition 2002.




16

CHAPTER 3

RESEARCH METHODOLOGY


Research
It is deIined as 'A systematic gathering, recording and analyzing oI data`s about problems relating to
marketing oI goods and services. It enables the companies to understand the needs and wants oI the
customers and also helps them in making decisions.

Research Design
The research design is purely and simply the Irame work or plan Ior a study, that guides the
collection or analysis oI data research design has been considered a highly specialized tool Ior
success oI a research programmed.
escriptive Research esign is used in this study
Descriptive Research - The main objective oI the descriptive design is to acquire knowledge. This
project is done through descriptive study. Descriptive study includes survey and Iacts Iinding enquiry
oI diIIerent kinds. The major purpose oI descriptive research is descriptive oI the state oI aIIairs as it
is at present. It portrays the characteristics oI a particular situation, Group or communities. It begins
with a research about past Iorm oI the problem.

Data Collection
This is an empirical study based on survey method.

1he data were collected from both primary & secondary sources.

Primary Data - The study involves the primary data which is collected through Questionnaire.

Secondary Data - The secondary data has been collected Irom company records, company website,
books, journals, pamphlets, internet etc.



17

Sampling Design

Sampling Method
onvenient Sampling Method is used to choose the sample from the population

Convenience Sampling Method - Convenience sampling method in which members oI the
population are chosen based on their relative ease oI access was used Ior the selection oI sample
units. To sample Iriends, co-workers, or shoppers at a single mall, are all examples oI convenience
sampling.

Sample Size
In this study totally 25 respondents were selected as samples for survey.
A sample size reIers to the number oI items to be selected Irom the population to constitute a sample.

Statistical Tools for Analysis
In this study the Iollowing tools are applied.
O Percentage Analysis
O Chi-square Analysis
O Rank Correlation

Percentage Analysis
Percentage reIers to a special kind oI ratio. Percentages are used making comparison between two or
more series oI data. Percentages are used to describe relationship. Percentage can also be used to
compare the relative terms, the distribution oI two or more series oI data.
No. oI respondents
Percentage oI respondents ----------------------- X 100
Total respondents



18

Chi-Square Analysis
The chi-square test is one oI the simplest and most widely used non-parametric. The quantity chi-
square describes the magnitude oI the discrepancy between theory and observations test in statistical
work. These steps involved in chi-square are as Iollows:
O Observed Irequencies (O) are tabulated
O Expected Irequencies (E) are tabulated
Expected Irequencies Ior any cell can be calculated using the Iormula
RT x CT
E -------------
N
Where, E Expected Irequency
RT the row total Ior the row containing cell
CT the column total Ior the column containing cell
N the total number oI operation.
O The diIIerence between the observed and expected Irequency are obtained and the square oI
the diIIerences are tabulated as (O E) `2.
O The values oI the (O E) `2. Is obtained in step 3 are divided by the expected Irequency and
the total (O E) `2. Is compared with the table oI `2 Ior the given degree oI Ireedom at a
certain level oI signiIicance (generally 5 level is selected).
By degree oI Ireedom, we mean the number oI classes to which the values can be assigned arbitrarily
iI at the 5 level oI signiIicance the calculated value oI `2 is more than table value oI `2 is more
than the table value oI `2, the diIIerence between the theory and observation is considered to be
signiIicant. On the other hand, the calculated value oI `2 is less than table value. The diIIerence the
theory and observation is not considered as signiIicant i.e., it is regarded as due to Iluctuations oI
sampling and hence ignored. The degree oI Ireedom can be calculated using the Iormula.

V (c -1) (r 1)

Where, c reIers to columns, and r reIers to rows.



19

Rank Correlation
The coeIIicient oI rank correlation is based on the various values oI the varieties and is denoted by R.
it is applied in the problems in which data cannot be measured quantitatively but qualitative
assessment is possible such as beauty, honesty etc. In this case the best individual is given rank
number 1, next rank 2, and so on. The coeIIicient oI correlation is given by the Iormula

R1-|(6_D`2)/n (n`2-1)|
Where D`2 is the square oI the diIIerent oI corresponding ranks, and n is the number oI pairs oI
observations.




















20

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

TABLE-1
CLASSIFICATION OF CUSTOMERS BASED ON AGE (COMPLETED YEARS)



















CHART-1
CHART SHOWING AGE WISE DISTRIBUTION OF CUSTOMERS












Inference
It is Iound that the majority oI the respondents Iall under the age group oI 25-30 yrs Iollowed
by 20-25 yrs, 30-35 yrs, 15-20 yrs, 35-40 yrs, 40-45 yrs, more than 45, less than 15.
Particulars No of respondents Percentage
Less than 15
15-20 yrs
20-25 yrs
25-30 yrs
30-35 yrs
35-40 yrs
40-45 yrs
More than 45
16
33
43
46
34
30
28
20
6.4
13.2
17.2
18.4
13.6
12
11.2
8
TOTAL 250 100


21

TABLE- 2
CLASSIFICATION BASED ON EDUCATIONAL QUALIFICATION
















CHART-2

CHART SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS













Inference
From the above table it is Iound that the majority oI the respondents are qualiIied with U.G
degree and other respondents are qualiIied with other education qualiIications.

Particulars No of respondents Percentage
P.G
U.G
Diploma
High school
Others
59
81
68
32
10
23.6
32.4
27.2
12.8
4
TOTAL 250 100


22

TABLE-3

CLASSIFICATION BASED ON OCCUPATION
















CHART-3

CHART SHOWING OCCUPATION WISE DISTRIBUTIONS OF CUSTOMERS













Inference
From the above table it is inIerred that the most respondents are students and minimum
number oI the respondents are employed.



Particulars No of respondents Percentage
Employed
SelI-employed
Student
Retired Person
79
56
88
27

31.6
22.4
35.2
10.8
TOTAL 250 100


23

TABLE-4

CLASSIFICATION BASED ON THE ANNUAL FAMILY INCOME















Source: Primary Data

CHART-4

CHART SHOWING ANNUAL FAMILY INCOME OF CUSTOMERS















Inference
It is Iound that the majority oI the respondents were earning an annual income above Rs. 5
Lakhs and least number oI respondents were earning below Rs 2 Lakhs.


Particulars No of respondents Percentage
Below Rs.2 Lakhs
Rs.2 to 3 Lakhs
Rs.3 to 4 Lakhs
Rs.4 to 5 Lakhs
Above Rs.5 Lakhs
21
29
52
67
81
8.4
11.6
20.8
26.8
32.4
TOTAL 250 100


24

TABLE-5

FREQUENCY OF SHOPPING CLOTHES



















CHART-5

CHART SHOWING FREQUENCY OF SHOPPING CLOTHES














Inference
From the above table it is inIerred that the most respondents are shopping clothes Ior once in
month, minimum number oI respondents are shopping clothes in during Iestival oIIers only.

Particulars No of respondents Percentage
Once in week
Once in month
Once in 3 month
Once in 6 month
Once in year
During Festival OIIers
22
100
70
36
14
8
8.8
40
28
14.4
5.6
3.2
TOTAL 250 100


25

TABEL-6

AVERAGE AMOUNT SPENT BY RESPONDENTS FOR SHOPPING CLOTHES



















CHART-6

CHART SHOWING AVERAGE AMOUNT SPENT BY RESPONDENTS FOR CLOTHES














Inference
From the above table it is Iound that the majority oI the respondents spend on average Rs.
1000-2000 Ior shopping oI clothes, Minimum number oI the respondents spend on average more than
Rs.5000 Ior shopping oI clothes.
Particulars No of respondents Percentage
Less than Rs.1000
Rs.1000-2000
Rs.2000-3000
Rs.3000-4000
Rs.4000-5000
More than Rs.5000
36
72
64
30
27
21
14.4
28.8
25.6
12
10.8
8.4
TOTAL 250 100


26

TABEL-7

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF PLACE OF PURCHASING











CHART-7

CHART SHOWING RESPONDENTS PLACE OF PURCHASING














Inference
From the above table it is Iound that the most oI the respondents buy apparel products outside
the Big Bazaar and Iew numbers oI the respondents buys apparel products in other outlets as well as
Big Bazaar.

Particulars No of respondents Percentage
Big Bazaar
Others
Both
45
130
75
18
52
30
TOTAL 250 100


27

TABLE-8

FREQUENCY OF VISIT TO BIG BAZAAR


















CHART-8

CHART SHOWING FREQUENCY OF VISIT TO BIG BAZAAR




















Inference
From the above table it is Iound that the majority oI the respondents visit Big Bazaar on
monthly basis others are quarterly, weekly, Iortnightly.


Particulars No of respondents Percentage
Weekly
Fortnightly
Monthly
Quarterly
Others
42
32
104
55
17
16.8
12.8
41.6
22
6.8
TOTAL 250 100


28

TABLE-9

CATEGORIES OF PRODUCT PURCHASE





















CHART-9

CHART SHOWING CATEGORIES OF PRODUCT PURCHASE













Inference
From the above table it is inIerred that the majority oI the respondents purchase apparel in Big
Bazaar Iollowed by Iood items, groceries, utensils, electronic items and other items.

Particulars No of respondents Percentage
Food Items
Grocery
Apparel
Utensils
Electronic Items
Furniture
Any Other Items
56
39
96
32
12
5
10
22.4
15.6
38.4
12.8
4.8
2
4
TOTAL 250 100


29

TABEL-10

AWARENESS OF RESPONDENTS ABOUT BIG BAZAAR


















CHART-10

CHART SHOWING AWARENESS OF RESPONDENTS ABOUT BIG BAZAAR















Inference
From the above table it is inIerred that the majority oI the respondents are aware oI
Wednesday Bazaar and very Iew numbers oI the respondents are aware oI other oIIers.

Particulars No of respondents Percentage
Big Day OIIers
Exchange OIIers
Wednesday Bazaar
Others

77
72
86
15

30.8
28.8
34.4
6
TOTAL 250 100


30

TABEL-11

SERVICES UTILIZED AT BIG BAZAAR






















CHART-11

CHART SHOWING SERVICES UTILIZED AT BIG BAZAAR













Inference
From the above table it is seem that the most oI the respondents utilize alteration service
oIIered by Big Bazaar and 1/4
th
oI the respondents utilize exchange service.
Particulars No of respondents Percentage
Home Delivery
Exchange
Alteration
GiIt Wrapping
Baggage Counter
Parking
Helpline
Other
26
60
75
15
19
30
20
5
10.4
24
30
6
7.6
12
8
2
TOTAL 250 100


31

TABEL-12

AWARENESS ABOUT BIG BAZAAR PRIVATE LABEL APPAREL





















CHART-12

CHART SHOWING AWARENESS ABOUT BIG BAZAAR PRIVATE LABEL APPAREL













Inference
From the above table it is inIerred that most oI the respondents are aware oI Lee Copper (In
House Brand) Iollowed by DJ&C, Knighthood, AFL, Spunk, Matrix and Iew numbers oI the
respondents are not aware oI any this.
Particulars No of respondents Percentage
Knighthood
Lee cooper
AFL
DJ&C
Matrix
Spunk
Not Aware oI any this
36
81
32
40
17
30
14
14.4
32.4
12.8
16
6.8
12
5.6
TOTAL 250 100


32

TABEL-13

OPINION ABOUT THE DISPLAY OF BIG BAZAAR PRIVATE LABEL APPAREL

















CHART-13

CHART SHOWING OPINION ABOUT THE DISPLAY OF BIG BAZAAR PRIVATE
LABEL APPAREL














Inference
From the above table it is Iound that most oI the respondents are satisIied with display oI
private label apparel products and little number oI the respondents are highly dissatisIaction with
display oI private label apparel products.

Particulars No of respondents Percentage
Highly SatisIied
SatisIied
Neutral
DissatisIaction
Highly DissatisIaction
65
114
39
20
12
26
45.6
15.6
8
4.8
TOTAL 250 100


33

TABEL-14

RESPONDENTS OPINION ABOUT THE EXCHANGE POLICY OF BIG BAZAAR
PRIVATE LABEL APPAREL

















CHART-14

CHART SHOWING RESPONDENTS OPINION ABOUT THE EXCHANGE POLICY OF
BIG BAZAAR PRIVATE LABEL APPAREL















Inference
From the above table it is seen that most oI the respondents are highly satisIied with exchange
policy oI apparel products and Iew numbers oI the respond are dissatisIaction with exchange policy.
Particulars No of respondents Percentage
Highly SatisIied
SatisIied
Neutral
DissatisIaction
Highly DissatisIaction
120
111
13
6
0
48
44.4
5.2
2.4
0
TOTAL 250 100


34

TABLE-15

FREQUENCY OF PRIVATE LABEL APPAREL PURCHASE AT BIG BAZAAR















CHART-15

CHART SHOWING FREQUENCY OF PRIVATE LABEL APPAREL PURCHASE AT BIG
BAZAAR















Inference
From the above table it is Iound that most oI the respondents are regular buyers oI apparel
products and minimum numbers oI the respondents are Iirst time buyers.



Particulars No of respondents Percentage
First time buyer
Regular buyer
Rarely
32
142
76
12.8
56.8
30.4
TOTAL 250 100


35

TABEL-16

RESPONDENTS OPINION ABOUT BIG BAZAAR PRIVATE LABEL APPAREL


















CHART-16

CHART SHOWING RESPONDENTS OPINION ABOUT BIG BAZAAR PRIVATE LABEL
APPAREL




Inference
From the above table it is inIerred that most oI the respondents agree that private label apparel
meet the expectation and very Iew oI the respondents are strongly disagree.

Particulars No of respondents Percentage
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
60
96
74
14
6
24
38.4
29.6
5.6
2.4
TOTAL 250 100


36

TABEL-17

RESPONDENTS OPINION ABOUT ATTRACTIVENESS OF BIG BAZAAR PRIVATE
LABEL APPAREL
















CHART-17

CHART SHOWING RESPONDENTS OPINION ABOUT ATTRACTIVENESS OF BIG
BAZAAR PRIVATE LABEL APPAREL












Inference
From the above table it is seem that majority oI the respondents Iind that the promotional
activity oI private label apparel product are attractive and halI oI the respondents Iind that the
promotional activity oI private label apparel product are not-attractive.
Salary Compensation Perks R&R Work Total
Particulars No of respondents Percentage
Attractive

Not- Attractive

140

110
56

44
TOTAL 250 100


37

Environment
Male 8 3 3 15 3 32
Female 3 5 2 5 3 18
Total 11 8 5 20 6 50


O E O-E (O-E)2 (O-E)2/E
8 7.04 0.96 0.921 0.130
3 5.12 -2.12 4.494 8.778
3 3.2 -0.2 0.04 0.0125
15 12.8 2.2 4.84 0.3781
3 3.84 -0.84 0.705 0.183
3 3.96 -0.96 0.921 0.232
5 2.88 2.12 4.494 1.560
2 1.8 0.2 0.04 0.022
5 7.2 2.2 4.84 0.672
3 2.16 0.84 0.705 0.326

Calculated value: 12.273


SALARY COMPENSATION PERKS R&R WORK
ENVIRONMENT
TOTAL
18-25 2 3 2 12 2 21
26-30 4 2 2 5 2 15
31-35 3 1 0 3 1 8
36-40 2 1 1 0 0 4
Above 40 0 1 0 0 1 2
TOTAL 11 8 5 20 6 50

O E (O-E) (O-E)2 (O-E)2/E
2 4.62 -2.62 6.86 1.484
3 3.36 -0.36 0.1296 0.038
2 2.1 -0.1 0.01 4.761
12 8.4 3.6 12.96 1.542
2 2.52 -0.52 0.270 0.52
4 3.3 0.7 0.49 0.148
2 2.4 -0.6 0.36 00.15
2 1.5 0.5 0.25 0.166
5 6 -1 1 0.166
2 1.8 0.2 0.04 0.22
3 1.76 1.24 1.5376 0.873
1 1.28 -0.28 0.078 0.061
0 0.8 -0.8 0.64 0.8
3 3.2 -0.2 0.04 0.0125
1 0.96 0.04 0.001 1.666
2 0.88 1.12 1.254 1.425
1 0.64 0.36 0.129 0.202


38

1 0.4 0.6 0.36 0.9
0 1.6 -1.6 2.56 1.6
0 0.48 -0.48 0.230 0.48
0 0.44 -0.44 0.193 0.44
1 0.32 0.68 0.462 1.445
0 0.2 -0.2 0.04 0.2
0 0.8 -0.8 0.64 0.8
1 0.24 0.76 0.577 2.406
Calculated value: 19.901

5 4 3 2 1 TOTAL
Working
hours
4 7 19 11 9 50
Compensation
package
9 14 10 8 9 50
HR team 15 10 11 8 6 50
Co employee 15 13 6 9 7 50

Leave Facility
7 6 4 14 19 50
Total 50 50 50 50 50 250


Working hours: 4*57*419*32*111*9136
136/250 0.544
Compensation package: 9*514*410*38*29*1156
156/250 0.624
Hr Team: 15*510*411*38*26*1170
170/250 0.68
Co-employee: 15*513*46*39*27*1170
170/250 0.68
Leave Facility: 7*56*44*314*219*1118
118/250 0.472
TABLE - 18

ASSOCIATION BETWEEN ANNUAL FAMILY INCOME AND
THE AMOUNT SPENT FOR SHOPPING OF CLOTHES


Null Hypothesis 'Annual Family Income oI the respondents has no signiIicance inIluence over the
amount spent on shopping Ior clothes.

Alternative Hypothesis - ~Annual Family Income oI the respondents has signiIicant inIluence over
the amount spent on shopping Ior clothes.



39




The chi-square test is applied to Iind the association between annual Iamily income and the
amount spent Ior shopping oI clothes by the customers oI BIG BAZAAR and the tabulation is given.

Tabulation



S.No
Annual Family
Income
(Rupees)
Amount spend for shopping of clothes ( Rupees)
Total
Less
than
1000
1000-
2000
2000-
3000
3000-
4000
4000-
5000
More
than
5000
1
Below 2 Lakhs 4 7 2 3 3 2 21
2
2 to 3 Lakhs 10 8 4 2 3 2 29
3
3 to 4 Lakhs 6 10 12 10 8 6 51
4
4 to 5 Lakhs 9 22 18 6 5 7 67
5
Above 5 Lakhs 7 25 28 9 8 4 81

Total 36 72 64 30 27 21 250
O E O-E (O-E)^2 (O-E)^2/E
7 6.048 0.952 0.906304 0.149852
10 4.176 5.824 33.91898 8.12236
8 8.352 -0.352 0.123904 0.014835
10 14.688 -4.688 21.97734 1.496279
12 13.056 -1.056 1.115136 0.085412
10 6.12 3.88 15.0544 2.459869
8 5.508 2.492 6.210064 1.127463
6 4.284 1.716 2.944656 0.687361
9 9.648 -0.648 0.419904 0.043522
22 19.296 2.704 7.311616 0.378919
18 17.152 0.848 0.719104 0.041925
6 8.04 -2.04 4.1616 0.517612
5 7.236 -2.236 4.999696 0.690947
7 5.628 1.372 1.882384 0.334468


40





















By applying the Chi Square test the Iollowing inIerences and conclusions are obtained

Calculated Value 23.02514
Table Value 31.410
Degree oI Ireedom 20

Since the calculated value is less than the table value. Null Hypothesis is accepted.

Result
Hence it is concluded that Annual Family Income oI consumers has no signiIicant inIluence over the
amount spent on shopping oI clothes.


7 11.664 -4.664 21.7529 1.86496
25 23.328 1.672 2.795584 0.119838
28 20.736 7.264 52.7657 2.544642
9 9.72 -0.72 0.5184 0.053333
8 8.748 -0.748 0.559504 0.063958
29 38.228 -9.228 85.15598 2.227581

TOTAL 23.02514


41

RANK CORRELATION


TABLE-19
CUSTOMER PREFERENCE TOWARDS PRIVATE LABEL MEN`S APPAREL PRODUCT
ATTRIBUTES AND AGE GROUP OF CUSTOMERS





















From the above table rank correlation is calculated as follows:
n 7
Attributes 15-25 Yrs
(92)
25-40 Yrs
(110)
Above
40 Yrs
(48)
Brand Name
Quality
Price
Promotion
Color
Variety
Display
17
22
15
7
12
10
9
20
28
17
10
15
12
8
12
8
7
9
4
5
2

Attributes
k1
(1S2S
rs)
k2
(2S40
rs)
k3
(Above
40)

D1k1
k2

D2k2
k3

D3k1
k3

D12

D22

D32

8rand name 2 2 1 0 1 1 0 1 1
CuallLy 1 1 3 0 2 2 0 4 4
rlce 3 3 4 0 1 1 0 1 1
romoLlon 7 6 2 1 4 3 1 16 23
Colour 4 4 6 0 2 2 0 4 4
varleLy 3 3 3 0 0 0 0 0 0
ulsplay 6 7 7 1 0 1 1 0 1
D1 0 D2 0 D3 0
D12
2
D22
26
D32
36


42


R1R2 1 - 6_D1`2/n (n`2 1)
1 6*2/7*48
1 - 12/336
0.964286


R2R3 1 - 6_D2`2/n (n`2 1)
1 6*26/7*48
1 156/336
0.535714


R1R3 1 - 6_D3`2/n (n`2 1)
1 6*36/7*48
1 216/336
0.357143



Result

Since the value oI R1R2 is maximum, the age group categories such as 15-25 yrs and 25-40 yrs oI
respondents have the nearest approach to the various attributes in men`s private label apparel.
















43

RANK CORRELATION

TABLE-2

CONSUMERS OPINION REGARDING THE ATTRIBUTES TO IMPROVE THE SALES
OF BIG BAZAAR PRIVATE LABEL APPAREL PRODUCTS AND
AGE GROUP OF CONSUMERS






















From the above table rank correlation is calculated as follows.



Attribute
R1
(15-25
Yrs)
R2
(25-40
Yrs)
R3
(Above
40)

D1R1-
R2

D2R2-
R3

D3R1-
R3

D1^2

D2^2

D3^2
rlce ulscounLs 3 2 2 1 0 1 1 0 1
CuallLy lmprovemenL 2 1 4 1 3 2 1 9 4
More varleLy 1 3 1 4 4 0 16 16 0
lncrease ln Cffers 4 4 3 0 1 1 0 1 1
AdverLlslng Lhe
brand 6 6 6 0 0 0 0 0 0
roducL dlsplay 3 3 3 2 2 0 4 4 0
D1 0 D2 0 D3 0
D12
22
D22
30
D32
6
Attribute 15-25 yrs
(92)
25-40 yrs
(110)
Above
40 yrs
(48)
Price Discount
Quality Improvement
More Variety
Increase in OIIers
Advertising the Brand
Product Display
3
2
1
4
6
5
2
1
5
4
6
3
2
4
1
3
6
5



44




n 6

R1R2 1 - 6_D1`2/n(n`2 1)
1 6*22/6*35
1 - 132/210
0.371429


R2R3 1 - 6_D2`2/n(n`2 1)
1 6*30/6*35
1 180/210
0.142857


R1R3 1 - 6_D3`2/n(n`2 1)
1 6*6/6*35
1 36/210
0.828571



Result

Since the value oI R1R3 is maximum, the age group categories Above 40 yrs and 15-25 yrs oI
respondents have the nearest approach to their opinion regarding the attributes in improving the sale
oI private label men`s apparel products. The highest rank was given to inclusion oI more varieties in
private label men`s apparel products Ior increase in sales.














45

CHAPTER 5

FINDINGS

It is Iound that 18.4 oI the customer`s belong to the age group between 25-30, 17.2
percent oI customers belong to the age group between 20-25 and 13.6 percent oI the
respondents belong to the age group between 30-35 years.
It is seen that most oI the respondents have completed U.G i.e., 32.4 percent, 27.4 percent oI
the respondents have completed Diploma and 23.6 percent oI the respondents have completed
P.G.
It is Iound that most oI the respondents are students i.e., 35.2 percent, 31.6 percent oI the
respondents are employed and 22.4 percent oI the respondents are selI-employed.
It is inIerred that 32.4 oI the customer`s have the annual Iamily income above Rs. 5 lakhs,
26.8 percent oI the respondents have annual Iamily income ranging Irom Rs.4 to 5 Lakhs.
20.8 percent oI the respondents have annual Iamily income ranging Irom Rs.3 to 4 lakhs.
It is Iound that most oI the respondents shop once a month i.e., 40 percent, 28 percent oI the
respondents shop once in three months. 14.4 percent oI the respondents shop once in six
months.
It is seen that most oI the respondents spend on average Rs. 1000-2000 Ior shopping oI
clothes i.e., 28.8 percent, 25.6 percent oI the respondents spend on average Rs.2000-3000 Ior
hopping oI clothes. 14.4 percent oI the respondents spend on average less than Rs 1000 Ior
shopping oI clothes.
It is seen that most oI the respondents buy apparel products outside the Big Bazaar i.e., 54
percent, 30 percent oI the respondents buy apparel products in other outlets as well as Big
Bazaar.
It is Iound that most oI the respondents visit Big Bazaar on monthly basis i.e., 41.6 percent,
22 percent oI the respondents visit Big Bazaar on quarterly. 16.8 percent oI the respondents
visit Big Bazaar on weekly.


46

It is inIerred that most oI the respondents purchase apparel i.e., 38.4 percent, 22.4 percent oI
the respondents purchase Iood items. 15.6 percent oI the respondents purchase grocery items.
It is inIerred that most oI the respondents are aware oI Wednesday Bazaar i.e., 34.4 percent,
30.8 percent oI the respondents are aware oI Big Day oIIers. 28.8 percent oI the respondents
are aware oI Exchange oIIers.
It is Iound that most oI the respondents utilize alteration service oIIered by Big Bazaar i.e., 30
percent, 24 percent oI the respondents utilize exchange service oIIered by Big Bazaar. 10.4
percent oI the respondents utilize home delivery service oIIered by Big Bazaar.
It is Iound that most oI the respondents are aware oI Lee Copper (In House Brand) i.e., 32.4
percent, 16 percent oI the respondents are aware oI DJ&C (In House Brand). 14.4 percent oI
the respondents are aware oI Knighthood (In House Brand).
It is seen that most oI the respondents are satisIied with display oI private label apparel
products i.e., 45.6 percent, 26 percent oI the respondents are highly satisIied with display oI
private label apparel products. 15.6 percent oI the respondents are neutral with display oI
private label apparel products.
It is Iound that most oI the respondents are highly satisIied with exchange policy oI apparel
products i.e., 48 percent, 44.4 percent oI the respondents are satisIied with exchange policy oI
apparel products. 5.2 percent oI the respondents are neutral with exchange policy oI apparel
products.
It is inIerred that most oI the respondents are regular buyers oI apparel products i.e., 56.8
percent, 30.4 percent oI the respondents are rare buyers oI apparel product. 12.8 percent oI the
respondents are Iirst time buyers.
It is Iound that most oI the respondents agree that private label apparel meet the expectation
i.e., 38.4 percent, 29.6 percent oI the respondents have neutral opinion about the private label
apparel product. 24 percent oI the respondents are strongly agree that private label apparel
products meet the expectation.
It is inIerred that most oI the respondents Iind that the promotional activity oI private label
apparel product are attractive i.e., 71.2 percent, 28.8 percent oI the respondents Iind that the
promotional activity oI private label apparel product are not-attractive.


47

That Annual Family Income oI consumers has no signiIicant inIluence over the amount spent
on shopping oI clothes.
The ranking given by customers between the age group 15-25 and 25-40 yrs oI respondents
have the nearest approach to the various attributes in apparel.
The ranking given by customers between the age group Above 40 and 15-25 yrs is
appropriate.They ranked inclusion oI more varieties in private label apparel products as think
Ioremost priority.




























48

SUGGESTIONS


1he problem identified was that only a very few customers were aware of all the private label
apparel brands of Big Bazaar.

O Hence it is essential that Big Bazaar should create private label brand awareness oI men`s
apparel products. This can be done by increasing the Irequency oI advertisement and some
eIIective promotional strategies like Iree oIIers, etc.


Majority of the customers gave an opinion that the number of varieties in private label men's
apparel is very less.

O It is recommended that Big Bazaar has to consider including more number oI varieties in
men`s apparel in par with the other competitor`s brands.


ustomers also gave an opinion that the quality of big bazaar private label Men's apparel is poor
compared to the other brands in the market.

O It is suggested that the company has to pay attention in improvising the quality oI the product


















49

CONCLUSION


The study overall reveals that, customers have positive opinion about the private label apparel
products at big bazaar. Incorporating the suggestions provided, the sale oI the product may increase
enormously. From the study it was Iound that quality oI the product, brand name, the price oI the
product and the variety in the products play an important role apparel products. Making improvement
in certain attributes suggested will boost up the sales oI private label men`s apparel products at Big
Bazaar. Future implications oI the study may be in the areas oI identiIying the Iactors inIluencing the
purchase decision with respect to Private label Men`s apparel products.