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Project Report on Consumer Satisfaction at Big Bazzar

Table of Contents 1. INTRODUCTION TO RETAIL INDUSTRY ……………………………………………………….2 2. PROFILE OF BIG BAZZAR ………………………………………………………..4 3. SAMPLING ………………………………………………………5 4. QUESTIONNAIRE ………………………………………………………...6 5. FINDINGS AND SUGGESTIONS..……. …………………………………….41 6. RECCOMENDATIONS AND CONCLUSION ………………………………………………………………49

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INTRODUCTION:
RETAIL INDUSTRY IN INDIA

India has one of the largest numbers of retail outlets in the world. Of the 12 million retail outlets present in the country, nearly 5 million sell food and related products. Thought the market has been dominated by unorganized players, the entry of domestic and international organised players is set to change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding all previous estimates. According to a study by Deloitte Haskins and Sells, organised retail has increased its share from 8 per cent of total retail sales in 2007 to 10 per cent in 2008. The fastest growing segments have been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent) and hypermarkets (75-80 per cent). Further, it estimates the organised segment to account for 25 per cent of the total sales by 2011.

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India retail industry is the largest industry in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25% yearly being driven by strong income growth, changing lifestyles, and favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries with revenue expected in 2008 to amount US$ 350 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion. Shopping in India has witnessed a revolution with the change in the consumer buying behaviour and the whole format of shopping also altering. Industry of retail in India which has become modern can be seen from the fact that there are multi- stored malls, huge shopping centres, and sprawling complexes which offer food, shopping, and entertainment all under the same roof. India retail industry is expanding itself most aggressively; as a result a great demand for real estate is being created. Indian retailers preferred means of expansion is to expand to other regions and to increase the number of their

Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. crockery. LINES OF BUSINESS OF THE ABOVE STORE:• E-tailing • Food . It caters to every need of a family. sports goods and much more at prices that will surprise you. Food is the main shopped for category in this store. India retail industry is progressing well and for this to continue retailers as well as the Indian government will have to make a combined effort. cutlery. utensils. it has opened the doors into the world of fashion and general merchandise including home furnishings. Parent Company:Pantaloon Retail (India) Limited. It is expected that by 2010.4| Page outlets in a city. Big Bazaar plans to add much more to complete the shopping experience. With the ever increasing array of private labels. India may have 600 new shopping centres. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. At Big Bazaar. And this is just the beginning. one can get the best products at the best prices – that is what they guarantee. PROFILE OF BIG BAZZAR Big Bazaar is not just another hypermarket.

It will extend to the actual field study of these outlets in Bangalore. It will give information to prospective customers. 2. .5| Page • Fashion • Home Solution • General Merchandise • Leisure and Entertainment • Wellness and Beauty • Books and Music Sampling:Sample Size – 75 customers/consumers Sample Unit – Consumers in the age group 18 to 50 years Scope and Uses: 1. 3. Help us gain independent knowledge about the consumer perception of the outlets identified.

NAME: OCCUPATION: AGE: 58-65 18-28 28-38 38-48 48-58 GENDER: Male Female . FORMAT OF THE QUESTIONNAIRE EMPLOYED: Dear Customer. The study can help the companies get additional research information. 5. It facilitates evaluation of brand name and customer satisfaction.6| Page 4.

7| Page 1) How often do you shop? Once a week month Fortnightly Once a 2) Which of the following stores do you shop at? Big Bazaar Shopper's Stop Marks & Spencer others (specify) ____________________________________ 3) What do you mostly shop for at the mentioned stores? Clothing Groceries Accessories Others (specify) ____________________________________ 4) Why do you prefer to shop in Big Bazzar at the abovementioned store? 5) Rank your preferences for shopping: Proximity Quality .

8| Page Brand Price Store Layout One-stop shopping 6) Does advertising and promotion influence your shopping decisions? Yes No 7) Which form of promotion do you think is most effective? Print TV Radio 8) Indicate your satisfaction level based on the following parameters for the following stores: Unsatisfi Retail Outlet ed Satisfied Big Bazaar Highly Satisfied Not Visited .

6. The data accrued. The data is then scrutinized and relevant interpretations are drawn. and Monitoring maintained procedures were instituted throughout the study. 5. CUSTOMER RESPONSES REGARDING SERVICES The data collection plan. Examine effects of other relevant factors 3. To evaluate and enhance data quality 2. the greater the likelihood that they can be resolved in a . including procedures. instruments. was designed and pre-tested to maximize accuracy. All data collection activities were monitored to ensure adherence to the data collection protocol and to prompt actions to minimize and resolve missing and questionable at the outset data. since the faster irregularities can be detected. are tabulated and depicted on graphs in the following pages. CUSTOMER SATISFACTION RATIO. CAUSES OF DISATISFACTION.9| Page ANALYSIS AND INTERPRETATION: The tools and methods of data collection identified earlier were employed to gather data on the consumer perception on Big Bazaar. The major objectives of analysis of data are: 1. 4. and forms. especially from the interviews and questionnaires circulated. The data thus gathered and tabulated is analysed. LEVEL OF SATISFACTION.

10 | P a g e satisfactory manner and the sooner preventive measures can be instituted.67% 12.33% 10.67% 100% Age o 40 35 ndents 30 25 37 .33% 21. 1) Age of the respondents Age 18-28 28-38 38-48 48-58 58-65 Total 37 16 8 9 5 75 Percentag e 49.00% 6. Q.

Analysis 12. Of the 75 . bar graph and pie chart depicted above. the distribution of the population under study is evident. 38-48. The age groups were identified as key factors impacting shopping and purchase decisions of consumers. viz.00% 10.11 | P a g e Data Collected The first criteria respondents were asked to indicate was the age group they belonged to. 18-28. Respondents were asked to choose among five age group categories. 28-38. 48-58 and 58-65 years..67% From the table.

75 people agreed to fill in the questionnaire and this specific question. This accounts for 49. Of the 75 respondents who answered the questionnaire. 38-48. as a researcher. 37 indicated that their ages fell in the category 18-28 years. By analysing the responses to this question. The age groups laid before the respondent have been the result of observation and interview. the respondents can be categorized in the following descending order of age groups: 18-28. and 58-65. only 5 indicated that their ages fell in the category 58-65 years. 48-58. on an average. 28-38. It is evident from the responses and the subsequent tabulation that.67% of the respondents who fall in this age group. I. as well as . This accounts for 6.12 | P a g e respondents who answered the questionnaire.33% of the respondents. This question is aimed at analyzing the distribution of ages of the population that visit the stores under study. Interpretation: Of the consumers approached.

The highest number of respondents falls in the age group 18-28. .13 | P a g e companies. the older age group. this deduction cannot be applied to the entire population of Bangalore. is the fact that more people who fall into the older age group visit the retail stores than those who fall in the middle age group. The disparity can be attributed to the small size of the sample under study. can identify the demographics of the population that visit retail outlets. It is not surprising that the youth most frequent malls and retail stores. The rest of the population who visit the retail outlets under study can be listed in the following descending order of distribution – the working age group. and senior citizens. They make up almost half of the population who shop at retail stores. Then again. It can be deduced that most of the consumers who visit retail outlets regularly are the youth. What is unexpected. the middle age group. however.

2) Gender of the respondents: Gender Male Female Total 35 40 75 Percentag e 46.67% 53.14 | P a g e Q.33% 100% .

15 | P a g e Gender 41 40 No of Respondents 39 38 37 36 35 34 33 32 35 Gender Data Collected .

It is evident from the responses and the subsequent tabulation that the number of female respondents was higher than that of the male respondents in the population under study. This question is aimed at identifying the distribution between the two genders and how many of them visit the retail stores under study. This accounts for 53. Interpretation Of the consumers approached. 75 people agreed to fill in the questionnaire and this specific question. The object of this question is to understand the demographics of the population under study. This accounts for 46. I as . as well as . almost half of the population under study.a researcher. bar graph and pie chart depicted above. Analysis From the table. Of the 75 respondents who answered the questionnaire.33% of the respondents.67% of the population under study. the distribution of the consumers is evident. By analysing the responses to this question. Of the 75 respondents who answered the questionnaire.16 | P a g e Consumers were asked to indicate their gender. 40 were female. the rest 35 were male.

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companies, can identify the distribution in the number of men and women who

visit the retail outlets and appropriate decisions can be made keeping these numbers in mind. The highest number of respondents were female, as is depicted by the graph and chart presented above. The number of male respondents was less compared to the female respondents. Two deductions can be made from the above data collected: one, more women visit retail outlets than men. Two, more women are willing to fill out questionnaires and take a survey than men. This can help the companies and researchers in undertaking future decisions and studies. Since more women can be inferred to visit retail stores than men, companies can target their offerings and marketing strategies in two areas. Retail outlets can appeal to the women customers by offering more products geared especially towards women. They can provide a shopping experience that women are particularly attracted to.

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Another way that retail chains can use the above data is to appeal to the men rather than the women. Since, fewer men visit retail stores as against women, the companies have a large base of potential customers. By providing products that are geared towards men and by providing a shopping experience that attracts men, the retail chains can expand their customer base.

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Q. 3)

How often do you shop?

Frequency Once a week Fortnightly Once a month

Total 14 27 34 75

Percentag e 18.67% 36.00% 45.33% 100%

20 | P a g e How oft 40 35 No of Respondents 30 25 20 15 10 14 How .

the frequency of shopping of the respondents is evident. Of the 75 respondents who answered the questionnaire. These frequency points were identified by observation and interview as the average times that consumers shop. Of the 75 respondents who answered the questionnaire. This accounts for .33% of the respondents. bar graph and pie chart depicted above. who visit shops including retail stores once a month. Fortnightly. Analysis From the table. The frequency points furnished were: Once a week. This accounts for 45. 34 indicated that they shopped once a month.21 | P a g e Data Collected Consumers approached were asked about their frequency in visits to shops. 14 indicated that they shopped once a week. and Once a month.

This question is aimed at understanding how frequently consumers visit shops and buy their products or avail of their services. It is evident from the responses and the subsequent tabulation that. 75 people agreed to fill in the questionnaire and this specific question. Interpretation Of the consumers approached. can identify the number of . I as times a customer is likely to shop in a month’s time. on an average. The highest responses have been attributed to once a month shopping.researcher. Therefore.22 | P a g e 18. as well as companies. a . who visit shops. malls or retail stores once every week. By analysing the responses to this question.67% of the respondents. The frequency points laid before the respondent have been the result of observation and interview. and Once a week. retail outlets have tough customers in those who shop once a month. Fortnightly. the frequency of shopping among the respondents can be listed in the following descending order: Once a month. It can be deduced that consumers who shop only once a month look to buy groceries and other essentials to last them a month. Such customers look to buy in bulk.

23 | P a g e Moreover. they turn out to be very loyal customers.00% 100% . to capture this market. When targeting this segment.00% 16. companies must be able to get new stock every week. Once they profess a liking to a certain store. they must continually be entertained and attracted to make repeat purchases at stores. Consumers who shop once a week. Since they shop so frequently. and update their marketing strategies continuously. on the other hand. 4) What do you mostly shop at Big Bazzar ? Details Clothing Accessories Groceries Others Total 33 12 25 3 75 Percentag e 44. Such customers can be presumed to have a high disposable income and may buy more lifestyle or fashion products. such customers may not be open to experimenting with new stores. retail outlets must put in place strategies that attract them. Hence. Q.00% 33. pose very different challenges to retail stores.33% 4.

24 | P a g e W h a t d o yo u m m ent 35 30 ondents 25 20 33 .

These products were identified by observation and interview as the most popular products that consumers shop for frequently. Groceries and others. Analysis . The types of products presented were Clothing.25 | P a g e Data Collected Consumers approached were asked to indicate the types of products they mostly shopped for at the stores they had selected earlier. Accessories.

who gave importance to products such as home furnishings.00% of the respondents. It is evident from the responses and the subsequent tabulation that consumers.00% of the respondents. Interpretation Of the consumers approached. Groceries. bar graph and pie chart depicted above. Of the 75 respondents who answered the questionnaire.26 | P a g e From the table. books. frequently shop for products in the following descending order: Clothing. This accounts for 4. 75 people agreed to fill in the questionnaire and this specific question. on an average. and Others. Accessories. the products frequently shopped for by consumers is evident. 33 indicated that they essentially shopped for clothing at the store they had indicated earlier. Of the 75 respondents who answered the questionnaire. This accounts for 44. and kitchen appliances. This question is aimed at . only 3 indicated other products they frequently shop for at the stores indicated earlier.

The size respondents. were approached on a random basis as they visited the retail outlets.27 | P a g e identifying the products consumers shop for frequently at retail outlets. Accoutrement is the hottest selling item that any retail outlet can provide. One-third of the respondents indicated that the visit retail outlets to purchase groceries. the above tabulated responses lead to a very important result. Clothing is the fastest moving consumer good. Retail outlets that provide apparel can see a higher rate of turnover and sales volume. as well as companies. we. To the retail stores. By analysing the responses to this question. However. the researchers. The high number of responses indicate that a large number of consumers visit retail outlets for clothes/dresses/apparel. can identify the main attractions of products and services offered. sample the above consists results of only cannot 75 be assumed who to be representative of the entire population of Bangalore city. . The product categories laid before the respondent are the result of observation and interview.

33% 5.33% 14.28 | P a g e Q.33% 4.67% 13.67% 5.67% 6.00% 6. 5) Why do you choose Big Bazzar ? Factors Quality Fashion Affordability Variety All under one roof Brand name Service Store atmosphere Loyalty Proximity Total 20 5 10 4 10 11 4 3 5 3 75 Percentag e 26.33% 13.00% 100% .67% 4.

33% Variety.33% Data Collected Consumers approached were asked an open-ended question to indicate the reasons they select a particular store to shop at as St or Al l Fashion.67% e at m Pr ox Fa s os im ity of e e .33% Affordability. 6. 13.00% Quality.67% Proximity.33% Brand nam e. 4.29 | P a g e Why do you shop at the above store? No of Respondents 25 20 15 10 5 0 Q ua 20 10 5 4 10 11 4 3 5 3 lity ie ty lty y hi on bi lit Se rv ic m re Lo ya ro Va r Af fo rd a ph e na er on e Br an d un d Factors Why do you shop at the above store? Loyalty. 5.67% Service.67% All under one roof. 4. 13. 6. 14. 5.00% Store atm osphere. 26.

Their responses were recorded and a broad idea of the factors that influence shopping and buying decisions was formed. and Proximity. The reasons include: Quality.30 | P a g e against any other retail outlet. Variety. Analysis The responses of the interviewees and consumers have been broadly categorised into 10 factors that they find impact their shopping decision and result in their choosing one store over another. bar graph and pie chart depicted above. From the table.67% of the respondents. Of the 75 respondents who answered the questionnaire. who replied saying quality was the reason why they shopped at the store indicated earlier. Of the 75 respondents who answered the questionnaire. Brand name. Store atmosphere. Loyalty. the influencing factors are evident. Service. while another 3 replied that proximity of the store . Fashion. This accounts for 26. 3 answered that store atmosphere contributed to their shopping decision. All products under one roof. 20 replied that quality of the products is generally the main reason they choose to shop at specific stores. Affordability.

Q. as well as companies. All products under one roof. Brand name. By analysing the responses to this question. direct from the horse’s mouth. and Store atmosphere. which attract or drive away customers to/from their stores. Fashion. 75 people agreed to fill in the questionnaire and this specific question. Service. From the table. can identify the biggest factors that influence the consumers in favouring one store over others. If set in descending order of influence as indicated by the consumers. Loyalty. Affordability. we. Interpretation Of the consumers approached. It would be prudent on the part of the company to identify their strong and weak areas. the factors can be listed as: Quality.00% of the respondents. This question is aimed at getting direct customer feedback as to the factors that influence their shopping decision. Variety. the researchers. it is evident that customers give value to a great many number of factors when deciding which store to shop at. Proximity. in each case. graph and chart depicted above.31 | P a g e played a big role. 6) Rank your preferences for shopping: . This accounts for 4.

32 | P a g e Details Quality Brand Price Store layout Proximity One-stop shop Total 23 11 16 6 5 14 75 Percentag e 30.66% 100% .67% 14.33% 8.00% 6.67% 21.67% 18.

66% Consumers approached were asked to rank their preferences on Data Collected a scale of 1 to 6 of their preferences when choosing to shop at particular stores. These preference points 6. 8. ‘Quality.33 | P a g e Prefere One-stop shop. ‘Store Layout’.00% Price. ‘One-stop shop’.67% were identified by observation and interview as the most popular reasons that beget the Store layout.33% . The preference points placed before them were Proximity. ‘Brand’. ‘Price’. 18. 21. ‘Proximity’.

Brand. who gave rank #1 to ‘Quality’. Of the 75 respondents who answered the questionnaire. Price. rank the preference points in the following descending order of attraction: Quality. on an average.67% of the respondents. It is evident from the responses and the subsequent tabulation that consumers. who gave rank #1 to ‘Proximity’. This question is aimed at .34 | P a g e attraction of consumers and act as inducements to shop at particular stores. and Proximity. 75 people agreed to fill in the questionnaire and this specific question. This accounts for 6. Of the 75 respondents who answered the questionnaire. 23 give first importance to quality when choosing which store to shop at. Store Layout. the preference points of consumers is evident. bar graph and pie chart depicted above. only 5 gave first importance to proximity of the store when choosing where to shop at. Interpretation Of the consumers approached. and Onestop shop.67% of the respondents. This accounts for 30. Analysis From the table.

When choosing to shop at a particular store. Although it is said that the most important things in retail are “Location. and location”. and Proximity. One-stop shop. price and variety of goods play big roles in the decision making process. we. Q. from the consumers’ point of view. Brand. The highest responses and the highest ranking have been attributed to quality of the products on sale. proximity is of little concern. The next criteria that influence the consumers in favouring a particular store over others are (in descending order) – Price. Store layout. The preference points laid before the respondent have been the result of observation and interview. the researchers. or when favouring one store over the others. By analysing the responses to this question. can identify the biggest factors that influence the consumers in favouring one store over others. The quality. location. as well as companies. it is seen that most consumers make this decision based on the quality of the products on offer. 7) Do advertisement and promotion influence your shopping decision? Details Total Percentag e .35 | P a g e understanding what elements attract the consumer the most.

00% .00% 100% Data Collected Do advertisement and promotion influence your shopping decision? No 56.36 | P a g e Yes No 33 42 75 44.00% Yes 44.00% 56.

00% of the respondents. Interpretation Of the consumers approached.37 | P a g e Consumers approached were asked if advertisements and promotional activities influence their shopping decisions. gifts. 42 replied that advertisements have little or no effect when deciding where to shop at. This accounts for 56. Analysis From the table. who indicated the choice ‘Yes’. 33 replied that advertisements and promotional activities do affect their decision when favouring one store over others. This question was answered by 75 consumers.00% of the respondents. Of the 75 respondents who answered the questionnaire. free products etc. Of the 75 respondents who answered the questionnaire. This accounts for 44. Advertisements refer to those that appear in any/all types of media. the influence of advertisements and promotions on the psyche of consumers is evident. This question is aimed at understanding the effect of advertisements and promotional . bar graph and pie chart depicted above. Promotional activities refer to sales. 75 people agreed to fill in the questionnaire and this specific question. who indicated the choice ‘No’. coupons.

however. This is not. From the tabulated data depicted above and responses of the consumers. as well as companies. a slightly higher percentage of consumers are not swayed by the marketing strategies instituted by the companies. can identify the effect of advertising and marketing campaigns on the consumers’ minds and how far advertisements translate into sales. the researcher.38 | P a g e activities on the psyche of the consumers. to say that advertisements and promotional activities have no bearing on the minds of the consumers at all. This indicates that although most consumers are aware of the advertisements and promotional campaigns. By analysing the responses to this question. promotions and other marketing strategies have an impact on the shopping and buying behaviour of consumers. . The object is also to analyze how far advertisements. The number of respondents who indicated that advertisements and promotional activities do have an impact on their shopping decisions was slightly lesser. it is evident that a slightly higher number of respondents do not give much importance to advertisements and promotional activities. I as a .

8) Which form of advertisement do you think is most effective? Details Print TV Radio Total 28 40 7 75 Percentag e 37.33% 9.33% 53.39 | P a g e The responses only indicate that advertisements serve to keep the brand in retention although they do not guarantee sales. Q. The products sold at the stores have the biggest impact on attracting and retaining customers.34% 100% .

33% Data Collected Consumers approached were asked which form of advertisement they thought was most effective.34% Print 37. The methods of advertising were restricted to three – Television. Print and Radio. The options laid before the respondents were the result of observation and interview as being the most popular which the consumers identify as means of advertising.40 | P a g e Which form of advertisement do you think is most effective? Radio 9. Analysis .33% TV 53. This question was answered by 75 consumers.

This accounts for 53. This question is aimed at understanding the effectiveness of the three means of advertising.33% of the respondents. the effectiveness of the three kinds of media are classified as follows (in the descending order): Television. who indicated the choice ‘TV’.34% of the respondents.41 | P a g e From the table. This accounts for 9. It is evident from the graph and chart presented above that. and Radio. the effectiveness of the various modes of advertising on the psyche of consumers is evident. only 7 indicated that the radio is an effective means in advertising to the consumers. Of the 75 respondents who answered the questionnaire. Interpretation Of the consumers approached. bar graph and pie chart depicted above. The object is also to analyze how far advertisements . Print. 75 people agreed to fill in the questionnaire and this specific question. who indicated the choice ‘Radio’. 40 indicated that the television is the most effective means of advertising for a store. Of the 75 respondents who answered the questionnaire. in the minds of the consumers.

as well as companies. This is indicative of the fact that most of the public ignore radio advertisements or else that radio advertising does not translate into sales. we. The respondents give very little credit to radio advertisements. . can identify the effectiveness of advertisements through the media identified. This is indicative in spite of large number of commercials that the public is bombarded with. more effective media to reach the consumer and persuade them to buy are the television and print media. Thus. more so than radio advertising. it can be surmised that when advertising. it is evident that the majority of the respondents feel that television advertising is the most effective means of advertising. the researchers. This helps to understand which media is more influential and attracts more sales.42 | P a g e broadcast through these media percolate into the minds of the consumers. By analysing the responses to this question. From the tabulated data depicted above and responses of the consumers.

33 % Never Visited Tot al 2 % 2. 9) Indicate your satisfaction level based on the given parameters for the Big Bazzar: Stor e Unsatisfie d Tot al % 26.33 % Highly Satisfied Tot al 10 % 13.67 % Satisfied Tot al 43 % 57.43 | P a g e Q.67 % Total Tot al 75 % Big Bazz ar 20 100 % Satisfaction level Satisfac B Nev .

satisfaction levels with the above 75 respondents who answered the questionnaire. Satisfied. The satisfaction scale comprised of four ranks – Unsatisfied. Analysis From the table. This question was answered by 75 consumers. bar graph and pie chart depicted above. Highly Satisfied and Never Visited. 75 people agreed to fill in the questionnaire and this specific question. This question is aimed at understanding the satisfaction levels of the consumers under .44 | P a g e Data Collected Consumers approached were asked about their satisfaction with the three stores covered in this study. 43 indicated a satisfactory response towards Big Bazaar. and 2 had not visited the store. Interpretation Of the consumers approached.

can identify the effectiveness of advertisements. They can modify and apply the same attractions towards the consumers who are less satisfied. It is imperative for the stores to find out why this is so. contribute towards consumer perception and satisfaction. From the tabulated data depicted above and responses of the consumers. layout. the researchers. The object is also to analyze how far the marketing strategies. brand. as well as companies. There are also quite a few respondents who were highly satisfied with the retail chains. product variety etc. This helps to understand the current consumer perception about Big Bazzar and the corresponding satisfaction levels. quality etc.45 | P a g e study – Big Bazzar.. . it is evident that a good number of target consumers are satisfied with the stores at large. However. price. Such consumers form the potential market that the companies must strive to attract.. By analysing the responses to this question. advertisements. promotion. on the target consumers. brand image. location. we. there are those who are unsatisfied or who have never visited the store at all.

Of the 75 respondents.67% indicated that they are unsatisfied with Big Bazaar.33% indicated that they were highly satisfied with Big Bazaar. Of the total number of respondents.46 | P a g e The above table and graph give a worm’s eye-view of the consumer perception about Big Bazzar. 26.33% indicate that they are satisfied with Big Bazaar. who indicated their satisfaction levels with Big Bazaar. This can help the marketers understand how effective their strategies have been. And 2. 75 agreed to fill in the questionnaire and answer the above question. satisfaction levels with Big Bazaar are evident. Of the 75 consumers who answered this question.67% indicated that they had not visited the store up to the date of filling in this questionnaire. 13. Interpretation: Of the consumers approached. The aim of this . Analysis From the pie chart depicted above. 57.

Big Bazaar must take effective steps to attract these consumers. Big Bazaar must identify exactly what the problem areas are and must address them quickly and swiftly. The above pie chart shows that almost 30% of the respondents fall into the category of potential customers. . a little more than half of the respondents indicated that they are satisfied with Big Bazaar. while almost one-eighth indicated that they are highly satisfied with the store. almost one-fourth of the number of respondents indicated that they were unsatisfied with Big Bazaar. However. This goes to show that although Big Bazaar may have an overall goodwill from the consumers.47 | P a g e question is to understand the level of satisfaction that consumers feel with regards to the retail chain Big Bazaar. As is evident from the pie chart presented above. there are still some things that they are not doing right.

By analysing the responses to this question. I came across many factors that influence the consumers’ perception of a store and their subsequent shopping and buying decisions. can identify the demographics of the population that visit retail . The age groups were identified as key factors impacting shopping and purchase decisions of consumers. Here.48 | P a g e FINDINGS AND SUGGESTIONS In the surveys. a outlets. Respondents were asked to choose among five age group categories. researcher. I present the findings gathered and the suggestions we offer to companies based on the data gathered and analyzed. viz. as well as companies. 28-38. 38-48. interviews and study conducted above. I as. 48-58 and 58-65 years. 18-28..

The highest number of respondents were female. is the fact that more people who fall into the older age group visit the retail stores than those who fall in the middle age group. Consumers were also asked to indicate their gender. It can be deduced that most of the consumers who visit retail outlets regularly are the youth. . as is depicted by the graph and chart presented above. The rest of the population who visit the retail outlets under study can be listed in the following descending order of distribution – the working age group. the older age group. The disparity can be attributed to the small size of the sample under study. as well as companies. What is unexpected. the researchers. The number of male respondents was less compared to the female respondents. can identify the distribution in the number of men and women who visit the retail outlets and appropriate decisions can be made keeping these numbers in mind. It is not surprising that the youth most frequent malls and retail stores. By analysing the responses to this question.49 | P a g e The highest number of respondents falls in the age group 18-28. this deduction cannot be applied to the entire population of Bangalore. however. Then again. The object of this question is to understand the demographics of the population under study. the middle age group. we. and senior citizens.

By analysing the responses to this question. By providing products that are geared towards men and by providing a shopping experience that attracts men. more women are willing to fill out questionnaires and take a survey than men. The frequency points furnished were: Once a week. Retail outlets can appeal to the women customers by offering more products geared especially towards women. They can provide a shopping experience that women are particularly attracted to. companies can target their offerings and marketing strategies in two areas. the retail chains can expand their customer base. Consumers approached were asked about their frequency in visits to shops. The highest responses have been attributed to once a month shopping. the companies have a large base of potential customers. the researchers. and Once a month. Two. Another way that retail chains can use the above data is to appeal to the men rather than the women. more women visit retail outlets than men. This can help the companies and researchers in undertaking future decisions and studies. retail outlets have tough . It can be deduced that consumers who shop only once a month look to buy groceries and other essentials to last them a month. Since.50 | P a g e Two deductions can be made from the above data collected: one. Since more women can be inferred to visit retail stores than men. Therefore. we. Fortnightly. as well as companies. can identify the number of times a customer is likely to shop in a month’s time. fewer men visit retail stores as against women.

51 | P a g e customers in those who shop once a month. a researcher. I as. they must continually be entertained and attracted to make repeat purchases at stores. The highest number of responses has been attributed to Big Bazaar. Such customers can be presumed to have a high disposable income and may buy more lifestyle or fashion products. Shoppers’ Stop. and update their marketing strategies continuously. Consumers who shop once a week. Such customers look to buy in bulk. Since they shop so frequently. Marks & Spencer. Once they profess a liking to a certain store. Hence. The retail store brands placed before them were Big Bazaar. as well as companies. Others. Consumers approached were asked which stores they shopped at frequently. they turn out to be very loyal customers. can identify customer preferences among the varied choices of stores. and can calculate how much market share they hold. pose very different challenges to retail stores. and others. By analysing the responses to this question. on the other hand. The other stores can be ranked in descending order of preference or frequency of visits as: Shoppers’ Stop. and offers products that appeal to a wide array of consumers. and Marks & Spencer. . such customers may not be open to experimenting with new stores. Big Bazaar attracts people of many income groups. companies must be able to get new stock every week. When targeting this segment. retail outlets must put in place strategies that attract them. to capture this market. Moreover.

One-third of the respondents indicated that the visit retail outlets to purchase groceries. we. However. the above tabulated responses lead to a very important result. . the researchers. Monday to Sunday. The high number of responses indicate that a large number of consumers visit retail outlets for clothes/dresses/apparel. they may be unable to generate a high volume of repeat sales. outlets such as Westside. Consumers approached were asked to indicate the types of products they mostly shopped for at the stores they had selected earlier. Central etc. can identify the main attractions of products and services offered. In analyzing the other stores that consumers frequent. More. This indicates that more people frequent stores that cater to the middle income group. By analysing the responses to this question..52 | P a g e It can be deduced from the above figures that the category ‘Others’ was indicated by more number of respondents than those who indicated they frequent Marks & Spencer. The types of products presented were Clothing. To the retail stores. Clothing is the fastest moving consumer good. This is not to say that Marks & Spencer has no customer base. Groceries and others. This may be because Marks & Spencer targets only the elite classes in a city where a higher percentage of the population belong to the middle income group. as well as companies. Accessories. Retail outlets that provide apparel can see a higher rate of turnover and sales volume. featured. Accoutrement is the hottest selling item that any retail outlet can provide.

The sample size consists of only 75 respondents. Fashion. Brand name. Variety. as well as companies. Service. we. as well as companies. and Store atmosphere. ‘One-stop shop’. the above results cannot be assumed to be representative of the entire population of Bangalore city.53 | P a g e However. By analysing the responses to this question. . By analysing the responses to this question. graph and chart depicted above. Consumers approached were asked an open-ended question to indicate the reasons they select a particular store to shop at as against any other retail outlet. who were approached on a random basis as they visited the retail outlets. direct from the horse’s mouth. ‘Store Layout’. the factors can be listed as: Quality. which attract or drive away customers to/from their stores. It would be prudent on the part of the company to identify their strong and weak areas. can identify the biggest factors that influence the consumers in favouring one store over others. ‘Price’. Loyalty. the researchers. Consumers approached were asked to rank their preferences on a scale of 1 to 6 of their preferences when choosing to shop at particular stores. All products under one roof. From the table. ‘Proximity’. Proximity. ‘Brand’. the researchers. we. it is evident that customers give value to a great many number of factors when deciding which store to shop at. can identify the biggest factors that influence the consumers in favouring one store over others. Affordability. The preference points placed before them were ‘Quality. If set in descending order of influence as indicated by the consumers.

price and variety of goods play big roles in the decision making process. and Proximity. By analysing the responses to this question. from the consumers’ point of view. and location”. From the tabulated data depicted above and responses of the consumers. Consumers approached were asked if advertisements and promotional activities influence their shopping decisions. . we. location. proximity is of little concern. The number of respondents who indicated that advertisements and promotional activities do have an impact on their shopping decisions was slightly lesser. One-stop shop. Brand. The quality. Although it is said that the most important things in retail are “Location. can identify the effect of advertising and marketing campaigns on the consumers’ minds and how far advertisements translate into sales. The next criteria that influence the consumers in favouring a particular store over others are (in descending order) – Price. When choosing to shop at a particular store. it is evident that a slightly higher number of respondents do not give much importance to advertisements and promotional activities. Store layout.54 | P a g e The highest responses and the highest ranking have been attributed to quality of the products on sale. as well as companies. the researchers. or when favouring one store over the others. it is seen that most consumers make this decision based on the quality of the products on offer.

a slightly higher percentage of consumers are not swayed by the marketing strategies instituted by the companies. The responses only indicate that advertisements serve to keep the brand in retention although they do not guarantee sales. Print and Radio. . This is not. The methods of advertising were restricted to three – Television. By analysing the responses to this question. it is evident that the majority of the respondents feel that television advertising is the most effective means of advertising. as well as companies. I as. The products sold at the stores have the biggest impact on attracting and retaining customers. Consumers approached were asked which form of advertisement they thought was most effective. a the researcher. The respondents give very little credit to radio advertisements. to say that advertisements and promotional activities have no bearing on the minds of the consumers at all. From the tabulated data depicted above and responses of the consumers. can identify the effectiveness of advertisements through the media identified. however. This is indicative in spite of large number of commercials that the public is bombarded with.55 | P a g e This indicates that although most consumers are aware of the advertisements and promotional campaigns. This is indicative of the fact that most of the public ignore radio advertisements or else that radio advertising does not translate into sales.

it is evident that a good number of target consumers are satisfied with the stores at large. layout. it can be surmised that when advertising. promotion.. This helps to understand the current consumer perception of the three stores identified and the corresponding satisfaction levels. By analysing the responses to this question. location.. Consumers approached were asked about their satisfaction covered in this study. product variety etc. There are also quite a few respondents who were highly satisfied with the retail chains. there are those who are unsatisfied or who have never visited the store at all. It is imperative for the stores to find out why this is so. can identify the effectiveness of advertisements. as well as companies. contribute towards consumer perception and satisfaction. the researchers. However.56 | P a g e Thus. From the tabulated data depicted above and responses of the consumers. more effective media to reach the consumer and persuade them to buy are the television and print media. . brand. Such consumers form the potential market that the companies must strive to attract. price. advertisements. The satisfaction scale of Big Bazzar comprised of four ranks – Unsatisfied. Highly Satisfied and Never Visited. quality etc. brand image. on the target consumers. Satisfied. we. The object is also to analyze how far the marketing strategies. They can modify and apply the same attractions towards the consumers who are less satisfied. more so than radio advertising.

there are still some things that they are not doing right. RECOMMENDATIONS AND CONCLUSION BIG BAZAAR Pros: 1. The above pie chart shows that almost 30% of the respondents fall into the category of potential customers. while almost one-eighth indicated that they are highly satisfied with the store. This goes to show that although Big Bazaar may have an overall goodwill from the consumers. Variety: Big Bazaar offers a wide variety of products of different prices and different qualities satisfying most of its customers. Big Bazaar must identify exactly what the problem areas are and must address them quickly and swiftly.57 | P a g e The above table and graph give a worm’s eye-view of the consumer perception of the three stores. . This can help the marketers understand how effective their strategies have been. almost one-fourth of the number of respondents indicated that they were unsatisfied with Big Bazaar. Big Bazaar must take effective steps to attract these consumers. A little more than half of the respondents indicated that they are satisfied with Big Bazaar. However.

6.58 | P a g e 2. . The price ranges and the products offered are very satisfying to the customers. Big bazaar has had a huge impact on the middle class section of India. 5. 4. This has resulted in increase of sale and the outdoor advertising techniques have also helped Big Bazaar. the prices. Middle class appeal: Considering the fact that there are a lot middle class families in India. Price: As noted the prices and offers in Big Bazaar have been one of the main attractions and reasons for its popularity. 3. Location: The location of Big Bazaar has been mainly in the heart of the city or in the out skirts giving a chance to both the City and the people living outside the city to shop. Quality: Providing quality at low prices and having different types of products for different income customers is another advantage. quality and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar. Advertisements: Big bazaar has endorsed very popular figure like M S Dhoni and other famous personalities which has attracted a lot of customers.

The elite do not like to shop at Big Bazaar as the quality of goods is lower and they would prefer a higher price and get a better brand. Does not appeal to the elite: As mentioned above.59 | P a g e 7. Hence at times customers find it hard to find what they require. Store layout: The store layout and the assortment of goods is not the best at Big Bazaar. this decreases sales from the elite class 2. this leads to dissatisfaction of customers. Big bazaar has had long lines of people waiting to get into the store for the sale. as the quantity of goods sold is more the arrangement and assortment of goods in the store is the greatest. Disadvantages: 1. Lower quality of goods: As Big bazaar aims more toward the middle income group. . thus this has been one of the main advantages of Big Bazaar. and this is sometimes a disadvantage as some would prefer better quality to the price. the main customers are middle income and a few high income groups. Attractive sales: Big bazaar has been known for its great sale and great offers. the quality of goods is not of the highest quality. the sales that Big Bazaar has had has increased sales in a huge way due to the sales and offers. making customers to search for different places. 3. Therefore.

The staff recruited is not very well trained and the billing queues take a long time to move. . Not acclaimed for very good service: Big Bazaar is not known for high class service. Lower quality of goods: As the sore is trying to concentrate on the middle income group the type of products used is not of the most superior quality and most of the times nor branded. this is not a positive for the store.60 | P a g e 4. Due to factors mentioned above Big Bazaar shoppers are not always satisfied. this irritates customers which makes them visit the store more seldom 5. Consumer satisfaction: Long queues and lower quality leads to dissatisfaction of customers. this may dissatisfy certain customers 6.

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