INTRODUCTION

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 Introduction:

India’s retail market which is seen as THE GOLDMINE by global players has

grabbed attention of the most developed nations. This is no wonder to the one who

knows that the total Indian retail market is US $350bn. (16, 00,000 crore INR

approx.) of which organized retailing is only around 3 percent i.e. US $8bn (36,000

crore INR approx).

“Retailing includes all activities involved in selling goods or services directly

to final consumers for personal, non-business use. A retailer or retail store is any

business enterprise whose sales volume comes primarily from retailing.” Retail is

India's largest industry, accounting for over 10 per cent of the country's GDP and

around eight per cent of the employment. Retail industry in India is at the

crossroads. It has emerged as one of the most dynamic and fast paced industries

with several players entering the market.

The Indian Retail Industry is the largest among all the industries, accounting

for over 10 per cent of the country’s GDP and around 8 per cent of the employment.

The Retail Industry in India has come forth as one of the most dynamic and fast

paced industries with several players entering the market.

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 Retailing in India is gradually inching its way toward becoming the next

boom industry. The whole concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping in India. Modern

retail has entered India as seen in sprawling shopping centers, multi-storied malls

and huge complexes offer shopping, entertainment and food all under one roof. The

Indian retailing sector is at an inflexion point where the growth of organized

retailing and growth in the consumption by the Indian population is going to take a

higher growth trajectory. The Indian population is witnessing a significant change

in its demographics.

Retail and real estate are the two booming sectors of India in the present times.

And if industry experts are to be believed, the prospects of both the sectors are

mutually dependent on each other. Retail, one of India’s largest industries, has

presently emerged as one of the most dynamic and fast paced industries of our

times with several players entering the market. Accounting for over 10 per cent of

the country’s GDP and around eight per cent of the employment retailing in India is

gradually inching its way toward becoming the next boom industry.

As the contemporary retail sector in India is reflected in sprawling shopping

centers, multiplex- malls and huge complexes offer shopping, entertainment and

food all under one roof, the concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping in India. This has

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 also contributed to large-scale investments in the real estate sector with major

national and global players investing in developing the infrastructure and

construction of the retailing business. The trends that are driving the growth of the

retail sector in India are

• Low share of organized retailing

• Falling real estate prices

• Increase in disposable income and customer aspiration

Another credible factor in the prospects of the retail sector in India is the increase in

the young working population. In India, hefty pay packets, nuclear families in urban

areas, along with increasing working-women population and emerging

opportunities in the services sector. These key factors have been the growth drivers

of the organized retail sector in India which now boast of retailing almost all the

preferences of life - Apparel & Accessories, Appliances, Electronics, Cosmetics and

Toiletries, Home & Office Products, Travel and Leisure and many more. With this

the retail sector in India is witnessing rejuvenation as traditional markets make way

for new formats such as departmental stores, hypermarkets, supermarkets and

specialty stores.

The presence of 15million kirana stores brings into light the very fact that the

Indian retail industry is highly fragmented/ unorganized. Retailing in India is

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 gradually inching its way toward becoming the next boom industry, organized

retailing in particular. The whole concept of shopping has altered in terms of format

and consumer buying behavior, ushering in a revolution in shopping in India.

Modern retail has entered India as seen in sprawling shopping centers, multi-

storeyed malls and huge complexes offer shopping, entertainment and food all

under one roof.

The future of Indian retailing may even witness the concept of 24 hour retailing.

Even though this concept has been in existence in few retail segments like

pharmaceuticals and fuel, it still remains to be a challenge for other segments like

food and groceries, apparel etc to adopt this trend.

Although the organized retailing in India is coming up in a big way, it cannot

simply ignore the competition from the conventional stores because of various

factors like reach, extending credit facility and other intangible factors like the

human touch which are provided only by the conventional stores.

The urban retail market has been embracing various new formats and the malls

turned out to be the trend setters by promising the concept of shoppertainment. The

trends in the rural market also have been changing from the old Haats and Melas to

the rural malls like ‘Chaupal Sagar’ launched by ITC, DCM Shriram Groups one-

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 stop shopping destination called ‘Hariyali Bazaar’, Godrej groups agri store ‘Adhar’

etc

EVOLUTION AND TRENDS IN ORGANIZED RETAILING:

FORMATS AND REACH OF RETAIL OUTLETS.

EVOLUTION :

Historical Indian retail market consisted of weekly markets, village fairs and

melas and the 19th century gave birth to the retail outlets which took the form of

convenience stores, Mom and Pop stores/ kirana stores. This helped the consumers

on to stick to a particular store for their day to day requirements and also avail the

credit purchasing facility. And in the 1980’s people have seen the new formats like

supermarket, departmental stores and discount stores entering into the Indian retail

space. In less than a decade hypermarkets have gained all the applause of the retail

market and stood above all the other formats by bringing in the concept of “one stop

shopping.” This stood as an opening door for the new generation of the retail

industry. And very soon the malls became the trend setters in the new millennium.

This has coined the term of ‘shoppertainment’(shopping and entertainment)

which can be attributed to the changing life styles of the people.

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 Modern
Historic/Rura Traditional/Perv Government Exclusive
Formats/ Brand
l Reach asive Reach Supported Outlets
International

Hyper/Super
Markets

PDS Outlets Department Stores

Khadi Stores Shopping Malls

Convenience Cooperatives
Stores

Weekly Mom and

Markets Pop/Kiranas

Village Fairs

Melas
Neighborhood Availability/ Shopping
Source of
Stores/Convenienc Low Costs / Experience/Efficien
Entertainme
e Distribution cy
nt

EVOLUTION OF THE INDIAN RETAIL MARKET

The above given diagram is the pictorial representation which depicts the

evolution of the Indian retail market formats based on their category and value

proposition. And a brief description above formats based on some of the parameters

like their offerings, space occupied etc. is also given below for better understanding.

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 INDUSTRY

PROFILE

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 INDUSTRY PROFILE

1.1 India Retail Industry

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 favorable 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 2007 to amount US$ 320 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 behavior 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 centers, and sprawling complexes which offer food,

shopping, and entertainment all under the same roof.

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 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 outlets

in a city. It is expected that by 2010, India may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at

a rate of 9% annually. The branded food industry is trying to enter the India retail

industry and convert Indian consumers to branded food. Since at present 60% of the

Indian grocery basket consists of non- branded items.

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.

India Shopping Malls

• Scope of the Indian Retail Market

• Indian Organized Retail Market

• Growth Factors in Indian Organized Retail sector

• Opportunities in Indian Organized Retail sector

• Challenges facing the Indian Organized Retail sector

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 • Role of Supply Chain in Indian Organized Retail

• Employment Generation by Indian Organized Retail Sector

• Indian Organized Retail Sector's Impact on Lifestyles

• Emerging Trends in Indian Organized Retail Sector

• Growth of Retail Companies in India

• Evolution of Indian Retail

• FDI in Indian Organized Retail Sector

• Formats in Indian Organized Retail Sector

1.2 Retail: A strong pillar of Indian economy

Retailing is the last mile infrastructure to access and deliver good to consumers.

Retail forms the backbone of the nation’s delivery system and its importance can be

exemplified by the network of 15,000 KVIC outlets, which support 4 lake plus

small & medium handicraft manufacturers across the country.

It also serves as the last mile infrastructure to the manufacturers as well the

government for tax collection. For instance, the success of the VAT proposal

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 depends on its being able to implement at the retailer level, but nobody has

consulted with them as a body yet on this issue. Furthermore, retailing is also an

important and large contributor to the GDP and a major employment generator. In

India, for the last four years its contribution to the GDP was around 13%. The

sector gainfully employs 6-7% of the total workforce in India.

1.3 Changing Retail landscape

Indian retail is fragmented with over 12 million outlets operating in the country and

only 4% of them being larger than 500 square feet in size. This is in comparison to

0.9 million in USA, catering to more than 13 times of the total retail market size as

compared to India. Thus India has the highest number of outlets per capita in the

world with a widely spread retail network but with the lowest per capita retail space

(@ 2 sq. ft. per person).

Recently, majority of store formats have hit India. Yet traditional format stores

namely the kirana shop, pan/bidi shop, hardware shop, weekly haats and bazzars

from the bulk. Formats like department stores, malls, specialty stores as well as

discounters are shaping the burgeoning organized sector in India.

Though still in its infancy with less than 2% share of retail sector, organized retail

has definitely struk its roots in India. What we are looking now are more corporate

backed organized retail operations. Till seven years back organized retail was
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 largely restricted to the southern India, barring the Bata chain. Organized retail has

now shifted gears and is moving ahead with accelerated speed throughout the

country, without any direct incentives provided by the government. Organized retail

is growing at a rate of about 40% per annum over the last three years.

With size of Rs. 15,000 cr. (USD 3 billion), organized retail is very much on track

according to KSA Tchnopak’s projections made in 1999 based on in house

research. The projection claimed that organized retail would grow to be the Rs.

35,000 cr. (USD 7.1billion) by 2005.

1.4 Winning retail formats of tomorrow

With an evaluation of organized retail in India, it is important that Indian retailers

re-invent themselves. So far Indian retailers have differentiated themselves on

product and service. However, these alone will not be sufficient for the

differentiating the store. While product differentiation would play a significant role,

the gap will diminish due to ease in global sourcing for all competitors. Experience

in term of the ‘Look & Feel’ of the store would be important, but again, the gap will

diminish over time. Superior price value offering would continue to be a major

differentiator. Additionally, convenience of “proximity” would emerge soon as a

differentiator and initiate opening of small footprint stores (as chain) as well as

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 catalog / Internet shall make a major impact even in India. Hence, it is important for

the retailers to:

• Clearly think through value proposition

• Take clear focus on “consumer segments”, and specific “unmet consumer

needs”

• Develop “India” specific “formats” keeping in view the infrastructure, logistics,

and purchasing power constraints in focus

• Expand carefully, but confidently and ambitiously

• Invest substantially more in process and system development, logistics, and

supply chain management and customer relationship: the usual management jargon

but unfortunately – not always understood and practiced in our country.

1.5 Consumer Perception Towards Departmental Stores

Retailing:

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 Retailing includes all the activities involved in selling or services directly to final

consumers for personal, non business use. A retailer or retail store is any business

enterprise whose sales volume comes primarily from retailing.

Any organization selling to final consumer – whether it is a manufacturer,

wholesaler, or retailer is doing retailing. It dos not matter how the goods or services

are sold, (by person, mail, telephone, vending machine, or internet) or where they

are sold (in a store, on the street, or in the consumer’s home)

1.6 Type of the Retailers:

Consumers today can shop for goods and services in a wide variety of retail

organizations. There are store retailers, non store retailers, and retail organizations.

Perhaps the best known type of retail is the department store. Japanese department

store such as Takashimaya and Mitsukoshi attract millions of shoppers each year.

These store features art galleries, cooking classes, and children’s play ground.

Retail store types pass through stages and decline that can be described as the retail

life cycle. A type emerges, enjoys a period of accelerated growth, reaches maturity,

and then declines. Older retail forms took many years to reach maturity; newer

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 retail forms reach maturity much more quickly. Department stores took 80 years 0

reach maturity, whereas retail outlets reached maturity in 10 years.

-Specialty Stores

Narrow product line with deep assortment. A clothing store would be a single line

store; a men’s clothing stores would be a limited line store; and a men’s custom

shirt store would be a super specially store.

-Department store: Several products typically clothing, home furnishing, and

household, goods with each line operated as a separate department manage by

specialist buyers or merchandisers. Example: Dhiraj sons, Sahaj Super store etc.

-Supermarket:

Relatively large, low-cost, low margin, high volume, self service operation

designed to serve total needs for foods, laundry, and household products.

Examples: Cross Roads Mumbai, food Emporium, jewel.

-Convenience store

Relatively small store located near residential area, open long hours, seven days a

week, and carrying a limited line of high-turnover convenience product at slightly

higher prices, plus takeout sandwiches, coffee, soft drink.

-Discount store
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 Standard merchandise sold at lower prices with lower margins and higher volume.

Discount retailing has moved into specialty merchandise store, such as discounts

sporting goods stores, electronics stores, and bookstores. Such types of stores are

mostly in the U.S. like Wall-Mart.

-Off- Price Retailer

Merchandise bought at less than regular wholesale prices and sold at less than retail:

often leftover goods, overruns, and irregulars.Factory outlets are owned and

operated by manufactures and normally carry the manufacture’s surplus,

discontinued, or irregular goods. Example: Raymond’s (suiting and shirting), Ralph

Lauren (upscale apparel).

Independent of price retailers are owned and run by entrepreneurs or by division of

larger retail corporation.

Warehouses clubs (or wholesale clubs) sell limited selection of brand name grocery

items, appliance, clothing and a hodgepodge of other goods at deep discounts to

members who pay annual membership fees. Wholesale clubs operate in hug, low

overhead, warehouses like facilities and offer rock bottom prices typically 20% to

40% blow super market and discount- prices.

-Super store

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 About 35000 square feet of selling space traditionally aim at meting consumer’s

total need for routinely purchase food and non food items, plus services such as

laundry, dry cleaning, shoe repair, check cashing and bill paying. A new group

called category killers carries a deep assortment in a particular category and a

knowledgeable staff.

-Hypermarkets

Range between 80,000 and 220,000 square feet and combined supermarket,

discount, and warehouse retailing. Product assortment includes furniture, large and

small appliances, clothing, and many other items. They feature bulk display and

minimum handling by store personnel, wit discounts for customers who are willing

to carry heavy appliance and furniture out of the store. Hypermarket originated in

France.

-Catalog showroom

Broad selection of high- markup, fast moving, brand name goods at discount prices.

Customers order goods from a catalog, and then pick these goods up at merchandise

pickup area in the store Example: Service Merchandise.

-Corporate retailing

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 Although many retail stores are independently owned, an increasing number are

apart of some form of corporate retailing. Corporate retail organizations achieve

economies of scale, greater purchasing power, wider brand recognition, and better

trained employees. The major types of corporate retailing- corporate chain store,

voluntary chains, retailer co-operatives, franchises and merchandising

conglomerates

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 Major Types of Retail Organization

-Corporate chain store

Two or more outlets commonly owned and controlled, employing central

organizations buying and merchandising, and selling similar lines of merchandise.

Their size allows buying in large quantities at lower prices, and they can afford to

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 hire corporate specialist to deal with pricing, promotion, merchandising, inventory

control, and sales forecasting.

-Voluntary chain

A wholesaler sponsored group of independent retailer engaged in bulk buying and

common merchandising.

-Retailer co-operative

In depend retailers who set up a central buying organization and conduct joint

promotion efforts. Consumer co-operative: A retail firm owned by its customers. In

consumer co-operatives residents contribute money to open their own store, vote on

its policies, elect a group to manage it, and received patronage dividends.

-Franchise organization: Contractual association between a franchiser

(manufacture, wholesaler, service organization) and franchisees (independent

business people who buy the right to own and operate one or more units in the

franchise system). Franchising has been prominent in dozens of product and

services areas. Example: McDonald’s, subway, pizza hut.

-Merchandising conglomerate

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 A free form corporation that combines several diversified retailing lines and forms

under central ownership, along with some integration of distribution and

management.

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 COMPANY
PROFILE

COMPANY PROFILE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer

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 market. Headquartered in Mumbai (Bombay), the company operates over 10

million square feet of retail space, has over 1000 stores across 61 cities in India and

employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,

blends the look, touch and feel of Indian bazaars with aspects of modern retail like

choice, convenience and quality and Central, a chain of seamless destination malls.

Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,

Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. The company also

operates an online portal, futurebazaar.com. A subsidiary company, Home

Solutions Retail (India) Limited, operates Home Town, a large-format home

solutions store, Collection i, selling home furniture products and E-Zone focused on

catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007

by the US-based National Retail Federation (NRF) and the Emerging Market

Retailer of the Year 2007 at the World Retail Congress held in Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business group

catering to the entire Indian consumption space. Pantaloon is not just an

organization - it is an institution, a centre of learning & development. We believe

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 that knowledge is the only weapon at our disposal and our quest for it is focused,

systematic and unwavering.

At Pantaloon, we take pride in challenging conventions and thinking out of the box,

in travelling on the road less traveled. Our corporate doctrine ‘Rewrite Rules,

Retain Values’ is derived from this spirit.

Over the years, the company has accelerated growth through its ability to lead

change. A number of its pioneering concepts have now emerged as industry

standards. For instance, the company integrated backwards into garment

manufacturing even as it expanded its retail presence at the front end, well before

any other Indian retail company attempted this. It was the first to introduce the

concept of the retail departmental store for the entire family through Pantaloons in

1997. The company was the first to launch a hypermarket in India with Big Bazaar,

a large discount store that it commissioned in Kolkata in October 2001. And the

company introduced the country to the Food Bazaar, a unique 'bazaar' within a

hypermarket, which was launched in July 2002 in Mumbai. Embracing our

leadership value, the company launched aLL in July 2005 in Mumbai, making us

the first retailer in India to open a fashion store for plus size men and women.

Today we are the fastest growing retail company in India. The number of stores is

going to increase many folds year on year along with the new formats coming up.

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 The way we work is distinctly "Pantaloon". Our courage to dream and to turn our

dreams into reality – that change people’s lives, is our biggest advantage. Pantaloon

is an invitation to join a place where there are no boundaries to what you can

achieve. It means never having to stop asking questions; it means never having to

stop raising the bar. It is an opportunity to take risks, and it is this passion that

makes our dreams a reality.Come enter a world where we promise you good days

and bad days, but never a dull moment!

Future Group

Future Group is one of the country’s leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics.

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 The group’s flagship company, Pantaloon Retail (India) Limited operates over 10

million square feet of retail space, has over 1,000 stores and employs over 30,000

people. Future Group is present in 61 cities and 65 rural locations in India. Some of

its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar,

Home Town, eZone, Depot, Future Money and online retail format,

futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India

Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew

Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on

asset management and consumer credit. It manages assets worth over $1 billion that

are being invested in developing retail real estate and consumer-related brands and

hotels.

The group’s joint venture partners include Italian insurance major, Generali, French

retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-

based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty

Shoes.Future Group’s vision is to, “deliver Everything, Everywhere, Every time to

Every Indian Consumer in the most profitable manner.” The group considers

‘Indian-ness’ as a core value and its corporate credo is- Rewrite rules, Retain

values.

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 2.1 Big Bazaar – India’s Real Retail Story

Big Bazaar, the flagship retail chain of the Future Group, is on the verge of

achieving a unique milestone in the History of World Retail – by being the first

hypermarket format in the globe to rollout fastest 101 stores in a short span of seven

years.

Currently, Big Bazaar has 98 stores in the country, including the recently opened

store in Mysore on September 26th 2008. Further to this, Big Bazaar will be

opening three more stores in a single day – i.e. 30th September 2008, which will

take the eventual count to 101 stores in the country. These three stores opening

shortly in Pune (Kalyani Nagar), Cuttack (Darga Bazaar) and Delhi (Rajouri

Garden).

Big Bazaar’s journey began in October 2001, when the young, first generation

entrepreneur Kishore Biyani opened the country’s first hypermarket retail outlet in

Kolkatta (then Calcutta). In the same month, two more stores were added – one

each in Hyderabad and Mumbai, thus starting on a successful sojourn which began

the chapter of organized retailing in India.

Speaking on this momentous occasion and remembering the days of

conceptualizing the hypermarket idea Mr. Kishore Biyani said, “We initially

decided to name the format as “Bazaar” because we had designed the store keeping
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 the Indian mandi style in mind. Since the size of the hypermarket was big than an

average mandis, the thought came to name it as “Big Bazaar”. However, we had

freezed on the punch line “Isse Se Sasta Aur Achha Kahi Nahi” much before we

met the creative agency to design the final logo of Big Bazaar.”

Though, Big Bazaar was started purely as a fashion format including apparel,

cosmetics, accessory and general merchandise, the first Food Bazaar format was

added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar,

with its wide range of products and service offering, reflects the aspirations of

millions of Indians.

The journey of Big Bazaar can be divided into two phases – one pre and the other

post January 26th, 2005, when the company rewrote the retail chapter in India, with

the introduction of a never-before sales campaign “Sasbe Sasta Din”. In just one

day, almost the whole of India descended at various Big Bazaar stores in the

country to shop at their favorite shopping destination.

Further, what followed was the time and again rewriting of the Indian Retail

experience, wherein understanding of the Indian consumers reflected in the

products and services offered, creating innovative deals, expanding in the tier II and

tier III towns, tying up with branded merchandise to offer exclusive products and

services to its customers.

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 Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. Retail

space and driving over 110 million footfalls into its stores. The format is expecting

the number of footfall in the stores to increase by over 140 million by this financial

year. Over the years, Mr. Biyani for his vision and leadership, and Big Bazaar for

its unique proposition to its customers’, have received every prestigious consumer

awards both nationally and internationally.

Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, “What is

important in our journey is not the number of stores, but the customers’ faith in us.

It’s the India and the Indians, which have helped us, reach this feat in such a short

time span and today our country is creating a history in the World organized Retail.

Rajan Malhotra, who is also the first employee of Big Bazaar, joining the

organization in early 2001 adds, “Since beginning, we have kept Big Bazaar as a

soft brand, which reflects the India and the Indianess. We believed in growing with

the society, participating and celebrating all regional and local community festivals,

giving customers preferences above everything else.”

Every Big Bazaar is a small family by its own and the head of the family – Karta –

is the store manager. Kishore Biyani, the CEO of the Future Group, has a vast

understanding of the consumer’s insight, has inculcated the habit of ‘observing,

understanding customers’ behavior’, in every employee of the group.

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 Future Group is confident of the Indian Retail Story. The Group has not slowed

down its expansion plans despite the fiscal woes in the economy present today.

Future Group plans to have 300 stores and is expecting revenues of Rs 13,000 crore

by year 2011.

2.2 Largest Hypermarket

Big Bazaar, India's largest hypermarket chain, a part of the Future Group, today

announced its biggest shopping event 'Sabse Saste 4 Din', to be held across its 106

Big Bazaar stores from January 23 to 26.

Continuing its efforts to provide the best shopping deals and savings to the

consumers, Big Bazaar is all set to make this years' Republic Day weekend

shopping truly memorable with rock bottom prices, best possible discounts and

mega offers. Speaking about the mega shopping event, Big Bazaar Business

Manager, Tamil Nadu, Noor Alam said from daily household needs of food and

grocery to apparels, footwear, toys, luggage, kitchenware, bed and bath ware, home

dcor, furniture, electronics and fine gold jewellery ''Sasbe Saste 4 Din'' would have

an exciting array of attractive offers, deals and discounts, ensuring something for

everyone in the family to shop for and a maximum value for money for all

customers. Apart from the flagship Big Bazaar and Food Bazaar stores, other Future

Group retail formats like Furniture Bazaar, Electronic Bazaar, Depot, and Home

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 Bazaar stores will also be part of this mega campaign. This year over six million

consumer footfalls were expected at over 150 stores (Big Bazaar, Food Bazaar,

Furniture Bazaar, Electronics Bazaar, Depot and Home Bazaar stand alone stores)

across the country, including 106 Big Bazaar stores in 55 cities, Mr. Alam added.

Commenting on this initiative, Mr. Sanjeev Agrawal, President - Marketing, said,

“At Big Bazaar adding value to our consumer and making his/ her shopping

experience memorable has always been a priority. The Big Bazaar has always

supported the consumer’s unvarying effort of saving the maximum while getting the

best. It is a pleasure for us to introduce such offers so as to continuously add value

to our consumers’ shopping experience and gain their trust and loyalty which in

turn tremendously increases our credibility. We are sure that the consumers shall

take full advantage of the ‘sabse sata din’ in the history of shopping’

2.5 Introduction of the company

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion

retail chain, Pantaloons in Kolkata. In 2001, it launch Big bazaar, a hypermarket

chain that combines the look and feel of Indian Bazaars, with aspect of modern

retail, like choice, convenience and hygiene. This was followed by food Bazaar,

food and grocery chain and launch central, a first of its kind seamless mall located
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 in the heart major Indian cities. Some of it’s other format include, collection I

(home improvement products), E-Zone (consumer electronics), depot (books,

music, gift, and stationary), all (fashion apparel for plus size individuals), shoe

factory (footwear) and Blue sky (fashion accessories). It has recently launched it

retailing venture, futurebazaar.com.

The group’s subsidiary companies include, Home Solution retail India Ltd,

Pantaloons Industries Ltd, Galaxy entertainment and Induce league clothing. The

group also has joint venture companies with a number of partners including French

retailer Etam group, Lee cooper, Manipal Healthcare, Talwarkar’s, Gini & jony and

Liberty shoes. Planet retail, a group company owns the franchisee of international

brands like marks & Spencer, Debenhams, Next and Guess in India.

2.6 History of the company:Pantaloon retail (India) limited, is India’s leading

retail company with presence across multiple lines of business. The company owns

and massages multiple retail formats that cater to a wide cross-section of the Indian

society and is able to capture almost the entire consumption basket of the Indian

consumer. Headquarter in Mumbai, the company operates through 4 million square

feet of retail space, has over 140 stores across 32 cities in India and employs over

41,000 people. The company registered a turn over of Rs.2019 cr. for FY 2005-06.

33 | P a g e
 “Future” – the word which signifies optimism, growth, achievement, strength,

beauty, rewards, and perfection. Future encourages us to explore areas yet

unexplored, write rules yet unwritten, create new opportunities and new successes.

To strive for a glorious future brings to us our strength, our ability to earn, unlearn

and re-learn our ability to evolve.

We, in future group, will not wait for the future to unfold itself but create future

scenarios in the customer space and facilitate consumption because consumption is

development. Thereby, we will effect socio- economic development for our

customers, employees, shareholders, associates and partners.

Our customer will not just get what they need, but also get them where, hoe and

when they need.

- We will not just post satisfactory results, we will write success stories.

- We will not just operate efficiently in the Indian economy, we will evolve it.

- We will not just spot trends we will set trends by marrying our understanding of

the Indian consumer to their need of the tomorrow.

This understanding that helped us succeeds. And it is this that will help us succeed

in the future. We shall keep relearning. And in this process, do just one thing

34 | P a g e
 Our culture

At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you

get. We believe our most valuable assets are our People. Young in spirit,

adventurous in action, with an average age of 27 years, our skilled & qualified

professionals work in an environment where change is the only constant.

Powered by the desire to create path-breaking practices and held together by values,

work in this people intensive industry is driven by softer issues. In our world,

making a difference to Customers’ lives is a Passion and performance is the key

that makes it possible. Out of the Box thinking has become a way of life at

Pantaloon and living with the change, a habit.

Leadership is a value that is followed by one and all at Pantaloon. Leadership is the

quality that motivates us to never stop learning, stretching to reach the next

challenge, knowing that we will be rewarded along the way. In the quest of creating

an Indian model of retailing, Pantaloon has taken initiatives to launch many retail

formats that have come headed for serve as a benchmark in the industry. Believing

in leadership has given us the optimism to change and be successful at it. We do not

predict the future, but create it.

35 | P a g e
 At Pantaloon you will get an opportunity to handle multiple responsibilities, and

therein, the grooming to play a larger role in the future. Work is a unique mix of

preserving our core Indian values and yet providing customers with a service, on

par with international standards.

At Pantaloon you will work with some of the brightest people from different

spheres of industry. We believe it’s a place where you can live your dreams and

pursue a career that reflects your skills and passions.

Group Vision

 Future Group shall deliver Everything, Everywhere, Every time for Every

Indian Consumer in the most profitable manner.

Group Mission

• We share the vision and belief that our customers and stakeholders shall be

served only by creating and executing future scenarios in the consumption space

leading to economic development.

• We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments – for classes and for

masses.

36 | P a g e
 • We shall infuse Indian brands with confidence and renewed ambition.

• We shall be efficient, cost- conscious and committed to quality in whatever we

do. We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

Core Values

Indianness:

Confidence in ourselves.

Leadership:

To be a leader, both in thought and business.

Respect & Humility:

To respect every individual and be humble in our conduct.

Introspection:

Leading to purposeful thinking.

Openness:

To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships:

To build long term relationships.

37 | P a g e
 Simplicity & Positivity:

Simplicity and positivity in our thought, business and action.

Adaptability:

To be flexible and adaptable, to meet challenges.

Flow:

To respect and understand the universal laws of nature.

38 | P a g e
 ORGANISATIONAL

STRUCTURE

39 | P a g e
 STORE
MANAGER

ASSISTANT
STORE MANAGER

DEPARTMENT
MANAGER

ASSISTANT
DEPARTMENT
MANAGER

TEAM
LEADER

SALES PERSONS
Or
PROMOTERS

40 | P a g e
 PRODUCT PROFILE

41 | P a g e
 PRODUCT PROFILE

Big bazaar offering:

 Apparels and Accessories for entire family.

 Stationary.

 Clothing.

 Household goods.

 Electronics item

 Food products and beverages item.

 Health care products and cosmetics.

 Auto accessories.

 Utensils item.

 Home décor products.

 Book store.

 Furniture.

42 | P a g e
  Mobile phones, etc,.

OBJECTIVE OF
THE STUDY

43 | P a g e
OBJECTIVE OF THE STUDY

The objectives of the study are divided in to primary and secondary. They are

PRIMARY OBJECTIVES:

 To analyze the market feasibility for new branch of big bazaar at

royapettah(Chennai).\

 To study the customer perception of over all purchasing.

SECONDARY OBJECTIVES:

 To find the competitors of big bazaar.

 To find the awareness level of big bazaar in Chennai.

 To determine the factor that attracts customers.

44 | P a g e
 SCOPE OF
THE STUDY

45 | P a g e
SCOPE OF THE STUDY

 The study was aimed at getting the customer’s view and attitude towards
the hyper market, big bazaar.

 The study also aimed at measuring the customer’s satisfaction level

through well designed questionnaire.

 To know the factors that attracts the customers which make them to
purchase again and again.

 To improve the awareness created by the organization and to know the

difference between the competitors and big bazaar.

 The study would help to solve the marketing problems and adopt an
positioning strategy for the organization.

46 | P a g e
47 | P a g e
 LIMITATIONS

LIMITATIONS:

1. The survey was limited only to the people of royapettah and nearby 5km
diameter area.

2. The study was limited to 500 respondents.

3. The time is the major limiting factor as the time available for survey was
only three months.

48 | P a g e
 4. Research has used non-probability sampling technique. Hence the sample
may not be the same representative of the whole population.

5. The study was conducted through convenience sampling technique.

Hence findings cannot be generalized.

6. Another limitation of survey is the interview might make the respondent

alert and cautious. He may not answer the question in the natural way.

7. Another rare limitation which was found in this study is that many
respondent did not respond properly in the morning times so the survey majorly
conducted in the noon and early evening times which resulted in response from
female house makers more than male candidates.

49 | P a g e
 RESEARCH
METHODOLOGY

INTRODUCTION

The research methodology is the way to solve the research problem systematically.it
may be understood as an art of knowing how research is done scientifically.

50 | P a g e
We study various steps that are generally adopted by a researcher in studying his
problem along with the logic behind them. It is necessary for the researcher to know
not only methods but also the Methodology.

RESEARCH DESIGN:

The researcher after selecting research problem , he has to plan how should he
conduct his research in a most efficient and successful manner.Good planning gives
the direction to the research for the successful completion of project.the plan of study
is called as Research Design.

Research Design. – Descriptive research

Research Approach _ Survey Approach

Research type _ field Research

Research Technique _ questionaire with open ended , closed ended

(dichotomous & multiple questions)

Research Method _ personal interview method

SAMPLING DATA

Sample size -500

Sample Design - non probability Convenience Sampling

Sampling unit - Customers of Chennai city

Sample area - Chennai city

Coverage duration - 3 Months

MARKETING RESEARCH

51 | P a g e
“marketing research is the systematic design , collection , analysis and reporting of
data and findings relavent to a specific marketing situation facing the company : as
defined by American maketing association (AMA).

DATA COLLECTION

The necessary data needed for the study has been collected through primary data that
is personal interviewing.

DATA SOURCES

There are 2 types of data sources

. primary data

. Secondary data

Primary data consists of orginal information gathered for a specific purpose the
primary data is collected by interviewing people individually.

Secondary data consists of information that already exists somewhere . it provides as a

starting point for research. It can be obtained from journal,manuals,websites..etc

TYPES OF RESEARCH

• Descriptive research

• Exploratory research

• Casual research

DESCRIPTIVE RESEARCH:

It includes all surveys and fact findings enquire of different kinds . the major purpose
of descriptive research is description of the state as it exists at present.

SAMPLE DESIGN
52 | P a g e
Sample represents the population . it refers to the technique or the procedure the
researcher should adopt in selecting items for sample . sample design has to be
determined before data is collected . it contains sample size , sample unit etc

SAMPLE SIZE:

Sample size is 500.

SAMPLE AREA :

In this study , sample size is restricted to 500 respondents in Chennai.

SAMPLE UNIT:

Sample units are both the customers and non customers of big bazaar .

RESEARCH INTRUMENT:

In marketing two instruments are used to collect primary data. They are questionnaire
method and mechanical devices , however this research has been done by using
questionnaire method , atmost care was taken while preparing questionnaire.the
questionnaires consists of both closed and open ended questions . both dichotomous
type and multiple choice questions were also used.

PILOT STUDY:

Pilot study was done by selecting 15 representatives samples of the respondents.

It is known as pre-testing questionnaire. This is done :

 To ensure that question are worded simple.

 To ensure that question are in sequence.

 To determine any problem this may arise in the course of action.

53 | P a g e
 DATA ANALYSIS &
INTERPRETATION

54 | P a g e
 CLASSIFICATION BASED ON GENDER

Gender No of respondents Percentage

Male 170 34%
Female 330 66%
Total 500 100%

INFERENCE:
From the above table it is clear that 66% of the respondents were Female & 34% of
the respondents were Male.

55 | P a g e
Classification based on age group:

Age group No of respondents percentage

14 - 18 28 5.6%
19 – 25 119 23.8%
26 – 30 153 30.6%
31 – 40 109 21.8%
41 – 50 38 7.6%
50 and above 53 10.6%
Total 500 100%

Inference:

From the above table it is seen that major of 30% of respondents are of the age group
26 – 30 years. Whereas the least is 5% of age group 14 – 18 years.

56 | P a g e
Classification based on mode of transport:

category No of respondents Percentage

Two wheeler 205 41%
Auto 70 14%
bus 100 20%
train 10 2%
car 115 23%
Total 500 100%

Inference:

It is found that a major of 41% of respondent use two wheeler as the mode of
transport, whereas only 2% uses train.

57 | P a g e
Classification based on marital status:

Matrital status No of respondents percentage

single 140 28%
married 360 72%
total 500 100%

Inference:

It is shown that 72% of the respondent are married and 28% unmarried.

58 | P a g e
Classification based on family size

No of members No of respondents percentage

Single 10 2%
Two 80 16%
Three 160 32%
Four 120 24%
Five and above 130 26%
Total 500 100%

Inference:

From the above table it is clear that many of the families up to 32% has 3 members
and 130 families has 5 and above members in the family.

59 | P a g e
Classification based on occupation:

occupation No of respondents Percentage

Student 65 13%
Professional 80 16%
Self employed 133 26.6%
Home maker 210 42%
others 12 2.4%
Total 500 100%

Inference:

From the above table it is shown that the survey was majorly responded by home
makers which is 42%.

60 | P a g e
Classification based on number of member working in the family

Number of workers No of respondents Percentage

1 225 45%
2 203 40.6%
3 40 8%
4 and above 32 6.4%
Total 500 100%

Inference:

Majorly of 225 families depend on one person’s income of the family.

61 | P a g e
Classification based on family income:

Family income No of respondents Percentage

Below 5000 10 2%
5000 - 10000 45 9%
10000 - 20000 175 35%
20000 - 30000 140 28%
30000 and above 130 26%
Total 500 100%

Inference:

From the above table it is clear that 35% of the population are in the category of
10000 to 20000 which shows that many belongs to middle class family. 26% of the
families are in the category on 30000 and above slab

62 | P a g e
Classification based on frequency of visit of shopping on an average per month.

Frequency of visits No of respondents percentage

Once 157 31.4%
Two to three 252 50.4%
Four to five 76 15.2%
Above five 15 3%
Total 500 100%

Inference

From the table it is clear that 50% respondent visit shops for shopping at least two to
three times in a month.

63 | P a g e
Classification based on awareness of big bazaar

Been to big bazaar No of respondent Percentage

Yes 285 57%
No 215 43%
Total 500 100%

Inference:

It is found that 57% of the population have been to big bazaar earlier, whereas 43%
did not experience yet.

64 | P a g e
Rating of big bazaar in terms of quality

Attributes percentage
Excellent 30%
Very good 25%
Good 19%
Average 12%
Poor 14%
Total 100%

Inference:

It is found that those who have experienced shoping at big bazaar 30% of them say its
excellent in terms of quality, whereas 14% says its poor.

65 | P a g e
Rating of big bazaar in terms of variety

Attributes percentage
Excellent 12%
Very good 17%
Good 23%
Average 14%
Poor 36%
Total 100%

Inference:

It is found that those who have experienced shoping at big bazaar 12% of them say its
excellent in terms of variety, whereas 36% says its poor.

66 | P a g e
Rating of big bazaar in terms of customer service

Attributes percentage
Excellent 22%
Very good 41%
Good 16%
Average 9%
Poor 12%
Total 100%

Inference:

It is found that those who have experienced shoping at big bazaar, 41% feels
customer service is very good whereas 9% says its average.

67 | P a g e
Customer perception towards price at Big Bazaar

Price Percentage
High 38%
Medium 52.5%
Low 9.5%

Inference:

52% of the respondents feel the price at Big Bazaar is medium.

68 | P a g e
Classification based on customer preference of shopping in malls:

Malls Percentage
Big Bazaar 28%
Spencer plaza 34.6%
Alsa mall 13%
Chennai city centre 24.4%

Inference:

34% of the respondents of royapettah area prefer spencer plaza for shopping in malls.

69 | P a g e
Classification of respondents on the basis of Expectations from shopping:

Attributes Percentage
One stop shop 12%
Quality conscious 46.5%
Cost conscious 26%
Durability 9%
Post sales service 6.5%

Inference:

46% of the total population prefers quality to be first preference for shopping.

70 | P a g e
Classification based on customers preference in shopping

APPARALS

Stores No of respondents Percentages

Pothys 210 42
West side 65 13
Saravana stores 108 21.6
Peter england 20 4
Big bazaar 75 15
Others 22 4.4
Total 500 100

Inference:

It is seen that 42% of the respondents shop in pothys whereas only 15% shop at big
bazaar for apparals.

71 | P a g e
Classification based on customers preference in shopping

utensils

Stores Percentages
Rahaman plaza 13%
Home ware 15%
Rathana stores 15%
Saravana stores 22%
Local merchants 10%
Big bazaar 8%
Others 17%
Total 100%

Inference:

It is seen that 22% of the respondent told their choice as saravana stores for utensils
whereas 8% says big bazaar.

72 | P a g e
Classification based on customers preference in shopping

Electronics

Stores Percentages
Viveks 14%
Vasanth & co 24%
next 17%
Jain sons 14%
Shah’s 18%
Big bazaar 9%
Others 4%
Total 100%

Inference:

It is seen that electronic market has tough competition where vansanth and co leads
with 24%, viveks and jain sons with 14%, and big bazaar with 9%.

73 | P a g e
Classification based on customers preference in shopping

cosmetics

Stores Percentages
Health and glow 19%
Elite 20%
kaya 28%
Big bazaar 14%
Others 19%
Total 100%

Inference:

It is seen that kaya clinic is the market leader for cosmetics with 28% and big bazaar
is little far with 14%.

74 | P a g e
Classification based on customers preference in shopping

furnitures

Stores Percentages
JFA 17%
Nithra 12%
Domro 9%
Big bazaar 12%
Sakaar 18%
Others 32%
Total 100%

Inference:

It is found that majority of the respondents upto 32% buy furniture from local
vendors whereas 12% from big bazaar.

75 | P a g e
Classification based on customers preference in shopping

Food

Stores Percentages
Fresh world 15%
Reliance store 14%
Evergreen store 8%
Food world 14%
Spencer dairy 16%
Nilgiris 22%
Big bazaar 11%
Total 100%

Inference:

It is found that people go for daily purchase of vegetables and grossery to fresh world
and nilgiri’s lead the market with 22%

76 | P a g e
Ranking of customer preference in shopping

Apparals

rank percentage
1 44%
2 22%
3 15%
4 4%
5 15%

Inference:

44% of the respondents rank apparals as first preference for shopping.

77 | P a g e
Ranking of customer preference in shopping

Food and grocessery.

rank percentage
1 45%
2 30%
3 5%
4 7%
5 13%

Inference:

45% of the respondents rank food and grocessery as first preference for shopping.

78 | P a g e
Ranking of customer preference in shopping

Electronics .

rank percentage
1 4%
2 23%
3 25%
4 34%
5 14%

Inference:

It is found that electronics is not the first preference of the respondents. Majority upto
34% ranked it 4th.

79 | P a g e
Ranking of customer preference in shopping

Furniture .

rank percentage
1 1%
2 4%
3 26%
4 35%
5 34%

Inference:

It is found that furniture is not the very likely prefered of the respondents. Majority
upto 35% ranked it 4th.

80 | P a g e
Ranking of customer preference in shopping

Utensils and home appliances

rank percentage
1 3%
2 14%
3 12%
4 14%
5 57%

Inference:

It is found that utensils is not the very likely prefered of the respondents. Majority
upto 57% ranked it 5th.

81 | P a g e
Classification of respondents on the basis of regional news paper.

News paper percentage

Dina thandi 27%
Dina malar 17%
Malai malar 14%
Dina karan 14%
Tamil murasu 12%
others 16%

Inference:

Majority of respondents up to 27% reads dina thandi.

82 | P a g e
Classification of respondents on the basis of englishl news paper.

News paper percentage

Hindu 32%
Times of india 26%
Deccan chronicle 20%
Indian express 10%
others 12%

Inference:

Majority of respondents up to 32% reads The hindu.

83 | P a g e
Classification of respondents on the basis of maganize..

Maganize percentage
Kungumam 33%
Kumudham 26%
Ananda vigadan 22%
others 19%

Inference:

Majority of respondents up to 33% reads kungumum.

84 | P a g e
Classification of respondents on the basis of radio channel.

Radio channel percentage

Radio marchi 24%
Radio city 16%
Surian fm 21%
Big fm 9%
Radio one 5%
Fm rainbow 10%
others 15%

Inference:

Majority of respondents up to 24% listens Radio mirchy.

85 | P a g e
Classification of respondents on the basis of TVchannel.

TV channel percentage
Sun tv 26%
Kalaigar tv 22%
Jaya tv 19%
Vijay tv 23%
Raj tv 3%
Hindi channels 3%
Sports channels 4%

Inference:

Majority of respondents up to 26% watch Sun TV.

86 | P a g e
 FINDINGS

87 | P a g e
 1. From the above table it is clear that 66% of the respondents were Female
& 34% of the respondents were Male.

2. From the above table it is seen that major of 30% of respondents are of
the age group 26 – 30 years. Whereas the least is 5% of age group 14 – 18
years.

3. It is found that a major of 41% of respondent use two wheeler as the mode of
transport, whereas only 2% uses train.

4. It is shown that 72% of the respondent are married and 28% unmarried.

5. From the above table it is clear that many of the families up to 32% has 3
members and 130 families has 5 and above members in the family.

6. From the above table it is shown that the survey was majorly responded by
home makers which is 42%.

7. Majorly of 225 families depend on one person’s income of the family.

8. From the above table it is clear that 35% of the population are in the category
of 10000 to 20000 which shows that many belongs to middle class family.
26% of the families are in the category on 30000 and above slab

9. From the table it is clear that 50% respondent visit shops for shopping at least
two to three times in a month.

10.It is found that 57% of the population have been to big bazaar earlier, whereas
43% did not experience yet.

11.It is found that those who have experienced shoping at big bazaar 30% of them
say its excellent in terms of quality, whereas 14% says its poor.

12.It is found that those who have experienced shoping at big bazaar 12% of them
say its excellent in terms of variety, whereas 36% says its poor.

13.It is found that those who have experienced shoping at big bazaar, 41% feels
customer service is very good whereas 9% says its average.

14.It is seen that 42% of the respondents shop in pothys whereas only 15% shop at
big bazaar for apparals.
88 | P a g e
 15.It is seen that 22% of the respondent told their choice as saravana stores for
utensils whereas 8% says big bazaar.

16.It is seen that electronic market has tough competition where vansanth and co
leads with 24%, viveks and jain sons with 14%, and big bazaar with 9%.

17.It is seen that kaya clinic is the market leader for cosmetics with 28% and big
bazaar is little far with 14%.

18.It is found that majority of the respondents upto 32% buy furniture from local
vendors whereas 12% from big bazaar.

19.It is found that people go for daily purchase of vegetables and grossery to fresh
world and nilgiri’s lead the market with 22%

20.44% of the respondents rank apparals as first preference for shopping.

21.45% of the respondents rank food and grocessery as first preference for
shopping.

22. It
is found that electronics is not the first preference of the respondents.
Majority upto 34% ranked it 4th.

23. It
is found that furniture is not the very likely prefered of the respondents.
Majority upto 35% ranked it 4th.

24. It
is found that utensils is not the very likely prefered of the respondents.
Majority upto 57% ranked it 5th.

25.Majority of respondents up to 27% reads dina thandi.

26.Majority of respondents up to 32% reads The hindu.

27.Majority of respondents up to 33% reads kungumum.

28.Majority of respondents up to 24% listens Radio mirchy.

29.Majority of respondents up to 26% watch Sun TV.

89 | P a g e
 SUGGESTIONS
90 | P a g e
 1. Royapettah is the area where major shopping malls are located. So more
numbers of shoppers come to that place.

2. Through my findings I found that 26% of the families have high income.

3. 130 families has 5 and above members in the family and they own cars.

4. More than 57% of population have visited big bazaar earlier. We can
adopt same price strategy in new big bazaar royapettah branch.

5. 23% are not aware of hyper market. So we can give more advertisement
and display in those areas.

6. 35% of the population is middle income group.

7. The shop position itself as a branded shop for acquiring potential

customers.

8. Shopping facility internet with online availability of colous and product

display could be made.

9. Free door delivery of product could be made up to 5 km.

91 | P a g e
 10.Loyalty program should be made avaliable for all segments and group of
customers.

11.There is a need to create awareness in the market by various means of

advertisement.

12.More variety in apparals is expected .

13.More variety in brands.

14.Real discounts.

15.Accessories for men.

16.Goggles and watches section to be opened.

17.Maintaining of quality standards.

18.Do not force customers , let them walk inside the store and select
products.

19.Do not jump on the customer and try to push the product,allow cutomers
to feel free to select a product.

20.Keep more variety in furniture and try to adopt pricing statergy of local
furniture vendors.

21.Create awareness among customers in that area for electronics and have
competitive prices like shah’s ,jainsons , vasanth & co and others.

22. 44% of the respondents rate first rank for apprals so its good to put
more stock in that area .

23.Periodic advertisements must be made for reach and spreading

awareness of Big Bazzar .

24.The shop should have well designed layout.

25.Company must adopt different statergies for various group of people .

26.Frequent offers and promotional activities should b e conducted for

capturing market share.

92 | P a g e
 27.The display of offer inside the store should be in English ,hindi & tamil.

28.Launching day offer should be given especially to the customers of

royapettah area.

93 | P a g e
 CONCLUSION

From the research study we found that 57% of the respondents have already visited
other Big Bazaars in the city and will continue shopping if Big bazaar opened in
royapettah. The remaining 47% of people at present shopping at other stores and
local vendors. So ,there is a Big chunk of untapped area hence it is strongly
recommended to start big bazaar @ royapettah.

94 | P a g e
From the research study it is found that people are attracted by pricing strategy and
promotional offers customers expect many extra perks and service from the sellers
repeated shopping was due to customer care that all groups and ages of people
consider important factor for repeated shopping experience.

Generally the malls in and around royapettah do not allow free parking space for
vehicles if big bazaar provides parking for free then it could be an added advantage .

Providing sufficient advertisements about various promotional offers and frequently

organizing exhibitions in public places for brand building of big bazaar .

In the last two years radio medium of communication has taken the city by strom,
gone are the days when the retailer used to advertise in particular network and be
assured of visibility and branding, because we have channels in different languages
categories & segments. So advertising in this visual media alone could lead in
uncertainty for results. Hence I strongly recommend advertisement media as radio
channels especially at the time of cricket matches because it is considered as safe
investment and also cost effective for mass reach.

In conclusion matching customer expectation and satisfaction through customer

service and promotions by price and offers will improve company reputation and
market share.

95 | P a g e
 BIBLIOGRAPHY

BOOKS:

96 | P a g e
 1. DR.C.R Kothari , “Research methodology” , New age international publishers,
second revised edition 2006.

2. Harper Boyd Etal “Marketing research” All india travelers book,New

delhi,1996.

3. Philip kotler , “marketing management”,prentice Hall of india ,New

delhi,revised edition 2006.

4. Ravi Shankar – “Service marketing”-Excel books , New delhi-2002

WEBSITES:

• www.bigbazaar.com

• www.pantaloon.com

• www.marketingprofs.com\.indiatimes

• www.bizjournals.com

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