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A Study On Buying Behavior of Customers in Big Bazaar UPDATES VER
A Study On Buying Behavior of Customers in Big Bazaar UPDATES VER
CONTENTS
CHAPTER-I
1-8
,,
i)
Introduction
ii)
iii)
iv)
Importance of study
v)
Research Methodology
CHAPTER-II
Theoretical perspective
2
4
7-8
9-33
10-33
CHAPTER-III
34-75
i)
Data collection
35-36
ii)
37-75
CHAPTER-IV
76-82
i)
Findings of research
77-78
ii)
Recommendations
79-80
iii)
Conclusion
81-82
CHAPTER-V
Limitations of the study
ANNEXURE(S)
Questionnaire
Bibliography
83-90
84
38
40
41
42
43
45
47
49
51
53
55
57
59
61
63
65
66
68
69
71
CHAPTER - I
CHAPTER - I
1.1 INTRODUCTION
1.2 OBJECTIVES OF STUDY
1.3SCOPE OF STUDY
1.4IMPORTANCE OF STUDY
1.1 INTRODUCTION
As customers tastes and preferences are changing, the market scenario is also
changing from time to time. Todays market scenario is very different from that of the
market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden
days. There has been a shift in the market demand in todays world. Technology is one
of the major factors which is responsible for this paradigm shift in the mark. New
generation people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, shoppers stop, malls, branded retail outlets and
specialty stores. In todays world shopping is not any more tiresome work rather its a
pleasant outing phenomenon now.My study is based on a survey done on customers of
a hypermarket named big bazaar. Big bazaar is a new type of market which came into
existence in India since 1994. It is a type of market where various kinds of products
are available under one roof. My study is on determining the customers buying
behavior of customers in big bazaar and the satisfaction level of customers in big
bazaar. My study will find out the current status of big bazaar and determine where it
stands in the current market.
This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customers future needs, wants &
demands.
1. To find out the buying behavior of the customers coming in Big Bazaar.
The study shows customers buying pattern with Big Bazaar. Its provide guideline for
further research in Coimbatore area for organized retail. Research says about
customer buying behavior towards Big Bazaar in Coimbatore area. The study rate of
customer satisfaction level with Big Bazaar for Coimbatore area. The research is also
important to identify Market size, growth and Market Potential of Big Bazaar in
Coimbatore area. The research shows future Scenario of Big Bazaar in current
perspective. The study shows Opportunities and challenges for Big Bazaar respect of
internal & external environment. Research says about main competitors in the field of
organized retail sectors. The study provide guideline to further extension of Big
Bazaar in Coimbatore area .The study provide help to know the customers satisfaction
with Big Bazaar stores.
CHAPTER 2
CHAPTER 3
CHAPTER 3
EMERGINGTRENDSINORGANIZEDRETAILING
Over the last five years, a number of large business groups such as Tatas, RPG,
Rahejas and Piramals has set up stores/malls and built businesses within retail.
Thesem include the Rs1.9bn Food World - a leading supermarket chain set up by
RPG; the Rahejas Rs1.8bn Shoppers Stop - a multi-brand departmental outlet and
the Crossroads Mall set up by the Piramals. While many of these initiatives were
initially driven by the need to use existing real estate, they are beginning to assume
the contours of a serious business today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel
retail to grocery and convenience stores. Suitability of location, optimal utilization of
real estate, diversifying business to reduce reliance on the commodity nature of fuel
retail business and improve margins are the key factors that has lead fuel majors to
Enter into the retailing.
Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year
old Chennai based chain selling consumer durables and Narulas - the food chain in
North India.
Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the
growth of specialty chains and upgraded existing multi-brand outlet.
and
upper-middle
class
households.
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization
of Indian retailing is the rapid growth in the number of speciality malls and theme
malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens,
Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have
taken
the
lead
in
organised
retailing.
Though organised retailing is still at a nascent stage - accounting for only around
two per cent of the $180 billion retail market in India - it is likely to touch 10 per
cent by the end of this decade. Four product categories have led the organised
retailing wave: foods, apparel, lifestyle products, consumer durables and
electronics. In recent times, several theme malls such as Gold Souk (jewellery
malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs
and occasions have been completed or announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its
infancy in India. One could venture so far as to say speciality and theme based
retailing will drive the growth of organized retailing in India.
ORGAINSED RETAILING
Organised retailing got a leg up during 2004 with the opening of new format stores,
rapid growth of existing players, start-up of new-generation shopping malls, the
Government's intention of allowing a certain level of foreign direct investment in
retail and the formation of a retailers' association. With consumer sentiment positive
during most of 2004, it led to substantial spending across a number of categories such
as consumer durables, clothing and lifestyle, automobiles and telecom products. At
the beginning of this decade, organised retailing accounted for a mere $2.9 billion in
India. This is only 1.25 per cent of the estimated total retail market. This share has
already grown to 2 per cent.Growth projections for retail business vary widely. Some
studies estimate that by 2007, the share of organised retail in the retail pie will jump
three times to reach 5-6 per cent.
Retail in India largest industry accounting for over 10% of the country GDP and
around 8% of the employment. Retail industry in India is at the cross road. It has
emerged as one of the most dynamic and fast paced industries with several player
entering the market. The future is promising the market is growing government
policies are becoming more favorable and emerging technology and facilitating
operations.
Some key facts retail in India largest industry accounting for over 10% of the country
GDP and around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.
During past decades private final consumption expenditure has been the key driver
economic growth in India.
The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over
35,000 people.
CHAPTER 4
CHAPTER 4
4.1REASEARCH METHODOLGY
4.2Area of study:
The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment, and imagination for
which there can be no mechanical substitutes.
4.4Sampling Design:
Non Probability sampling- Convenience sampling
100 Customers
4.6 Data Collection: Data is collected from various customers through personal interaction.
Specific questionnaire is prepared for collecting data. Data is collected with mere
interaction and formal discussion with different respondents. Some other relevant
information collected through secondary data
4.7 Tools of Analysis: The market survey about the techniques of marketing and nature of
expenditure is carried out by personally interacting with the potential customers in
4.7.1Big Bazaar.
4.7.2Chi-square test
Rank analysis
CHAPTER-II
Theoretical Perspective
Theoretical Perspective
Retailing
The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global
companies that are looking at India as the next consumer market powerhouse. And it
seems to be the retail sector that will give the desi consumer royal status.
In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
growth of industry in the future.
Retailing is the final step in the distribution of merchandise, the last link in supply
chain connecting the bulk procedures of commodities to the final consumers.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to
Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above
will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore
by 2005
A study by McKinsey points out that India's market for consumer goods can reach a w
$450 billion by 2011 - making it one of the five largest in the world. Further, KPMG
in a recent report titled `Consumer Markets in India - the next big thing?' has said:
"India represents an economic opportunity on a massive scale, both as a global base
and a domestic market." The report, however, finds that the next leap in the growth of
the consumer market will be spearheaded by the changing dynamics of the retail
sector. "Companies expect that the next cycle of change in Indian consumer markets
will be the arrival of foreign players in consumer retailing. Although FDI remains
highly restricted in retailing, most companies believe that will not be for long," says
Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG
India.
FDI in retail has once again begun to appear imminent following Prime Minister
Manmohan Singh's recent interview to McKinsey, in which he expressed confidence
that he would be able to get the Left parties on board on the matter. KPMG is in fact
going ahead with its plans to conduct a series of five roadshows in the US and a few
countries in Europe to hold discussions about the opportunities in India's consumer
markets, especially in retail. And the numbers do lend credence to the enthusiasm.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the
retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In
fact, KPMG finds that the organised retail sector in India is expected to grow at a
higher rate than GDP growth in the next five years, driven by changing lifestyles,
strong income growth and favourable demographic patterns. According to EIU, India
currently has more than five million retails outlets, out of which 96 per cent are
smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is
developing rapidly with malls becoming increasingly common in large cities, and
development plans being projected at 150 new shopping malls by 2008.
Emergingtrendsinorganizedretailing
Over the last five years, a number of large business groups such as Tatas, RPG,
Rahejas and Piramals has set up stores/malls and built businesses within retail.
Thesem include the Rs1.9bn Food World - a leading supermarket chain set up by
RPG; the Rahejas Rs1.8bn Shoppers Stop - a multi-brand departmental outlet and
the Crossroads Mall set up by the Piramals. While many of these initiatives were
initially driven by the need to use existing real estate, they are beginning to assume
the contours of a serious business today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel
retail to grocery and convenience stores. Suitability of location, optimal utilization of
real estate, diversifying business to reduce reliance on the commodity nature of fuel
retail business and improve margins are the key factors that has lead fuel majors to
enter into the retailing.
Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year
old Chennai based chain selling consumer durables and Narulas - the food chain in
North India.
Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the
growth of specialty chains and upgraded existing multi-brand outlet.
and
upper-middle
class
households.
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization
of Indian retailing is the rapid growth in the number of speciality malls and theme
malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens,
Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have
taken
the
lead
in
organised
retailing.
Though organised retailing is still at a nascent stage - accounting for only around
two per cent of the $180 billion retail market in India - it is likely to touch 10 per
cent by the end of this decade. Four product categories have led the organised
retailing wave: foods, apparel, lifestyle products, consumer durables and
electronics. In recent times, several theme malls such as Gold Souk (jewellery
malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs
and occasions have been completed or announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its
infancy in India. One could venture so far as to say speciality and theme based
retailing will drive the growth of organized retailing in India.
ORGAINSED RETAILING
Organised retailing got a leg up during 2004 with the opening of new format stores,
rapid growth of existing players, start-up of new-generation shopping malls, the
Government's intention of allowing a certain level of foreign direct investment in
retail and the formation of a retailers' association. With consumer sentiment positive
during most of 2004, it led to substantial spending across a number of categories such
as consumer durables, clothing and lifestyle, automobiles and telecom products. At
the beginning of this decade, organised retailing accounted for a mere $2.9 billion in
India. This is only 1.25 per cent of the estimated total retail market. This share has
already grown to 2 per cent.Growth projections for retail business vary widely. Some
studies estimate that by 2007, the share of organised retail in the retail pie will jump
three times to reach 5-6 per cent.
Retail in India largest industry accounting for over 10% of the country GDP and
around 8% of the employment. Retail industry in India is at the cross road. It has
emerged as one of the most dynamic and fast paced industries with several player
entering the market. The future is promising the market is growing government
policies are becoming more favorable and emerging technology and facilitating
operations.
Some key facts retail in India largest industry accounting for over 10% of the country
GDP and around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.
The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over
35,000 people.
The companies leading formats include Pantaloons a chain of fashion outlet, Big
bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends
he look, touch and feel of Indian Bazaars with aspects of modern retail like choice
convenience and quality and control a chain of seamless destination malls.
FUTURE GROUP
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading
business house with multiple business spanning across the consumption space. While
retail firm the core business activity of future group, group subsidiaries are present in
consumer finance, capital, insurance, brand development & entertainment. The first
set of Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore.
LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART,
SECTION DESCRIPTION)
DESCRIPTION
HELP DESK As you can see from the layout, the Help Desk is located in a place
where everyone has their first sight that is in front of the entrance. This shows that
when a person enters in to big bazaar it can get all information about the stores of big
bazaar from the person sitting in the help desk. Help Desk uses paging service as a
tool for the convenience of its employees and customers.
KIDS SECTION The kids section is located just at the left corner of the
entrance of big bazaar. In the kids section kids accessories like diapers, trolleys,
suckers, water bottles are available in one part. Kids jackets and baba suits are
available in another part. Kids casual wear (jeans and shorts) are placed in one part of
it and infant shirts & t-shirts are also placed in another part. In this section the pillars
are used for displaying information like size chart and section description. The
apparels are available at a price of Rs59 onwards.
LADIES SECTION Next to it is the ladies section that is in the extreme right
side. The ladies section is segregated in to seven parts. Ladies section starts from
ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories
lingeries, ladies perfumeries, and ladies cosmetics respectively. Here the price of the
apparel ranges from Rs99 to Rs1000 approx.
Promotional scheme With an add on to the above products there are various
other products which are available with a promotional scheme. The various products
under this scheme includes girl t-shirts, infant winter wear etc.
Sports Store At the extreme corner there is a sports store where various kinds of
sport items are available.
Food Bazaar The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well
made so that people can sit and take tea, coffee or snacks or any other food item and
can relax.
Cash Counter The cash counter is located just near the exit
BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of
experience in the textile business.
Mr. Rakesh Biyani, Wholetime Director
Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Ved Prakash Arya, Director
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute
of Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of
Globus.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Future Group
Future Group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
Future Group is present in 61 cities and 65 rural locations. The groups flagship
company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet
(930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people.
Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format
www.futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India,
Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew
Bar and Bowling Co. Future Capital Holdings, the groups 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 groups 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 Talwalkars, Blue Foods and Liberty Shoes.
Future Groups vision is to, Deliver Everything, Everywhere, Everytime 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.
The low-intensity entry of the diversified Mahindra Group into retail is unique
because it plans to focus on lifestyle products. The Mahindra group is the fourth large
Indian business group to enter the business of retail after Reliance Industries Ltd, the
Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing
either on perishables and groceries, or a range of products, or both.
RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers
Super, Daily & Fresh
Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion
Station, Brand Factory, Depot, aLL, E-Zone etc.
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark,
and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, In orbit
Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International
Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart
Nilgiris-Formats: Nilgiri's supermarket chain
Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
Vishal Retail Group-Formats: Vishal Mega Mart
BPCL-Formats: In & Out
Reliance Retail-Formats: Reliance Fresh
Reliance ADAG Retail-Format: Reliance World
LITERATURE REVIEW
BY SOUMEN CHATTERJEE
Unique customer perception (UCP): According to soumen, Unique Customer
Perception is what is required by companies instead of Unique Selling Proposition. It
is ultimately that customer look for satisfaction based on the picture of perception
derived from various sources. If these perceptions of customer can be analyzed then
promotion would be easier for customer centric marketing. This has lead to the
concept - Customer Perception is the Rule and not Customer Satisfaction.
HUAWEI
Satisfy customers perception is the biggest challenge: In meeting customers'
requirements and measuring customers' satisfaction indexes, customer perception
should be definitely a key consideration. Qualified services in the operation execution
layer, technical management layer and business development layer are necessary. It is
more important to understand customer expectations and make efforts to exceed their
expectations. In customer satisfaction management, the biggest challenge is customer
perception
management,
or
customer
perception
satisfaction.
The
major
characteristics of service is intangible, hence the core value of services is not like a
physical product but the spiritual experience and perception of customers. The final
aim and ideal effect of service provisioning is to have customers perceive and enjoy
the service. Such perception is both at psychological and behavior levels, and it is the
contents of high quality life in the modern society. Customers are seeking for material
deliverables as well as perceptive enjoyment when purchasing a service product.
Since perceptive enjoyment is a vital service objective, one of the key service
management objectives shall be meeting customers' perceptive enjoyment.
ORGANIZATIONAL CHART
Big bazaar is the companys foray into the world of hypermarket discount stores, the
first of its kind in India. Price and the wide array of products are the USPs in Big
Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to
60 per cent over the corresponding market prices. The high quality of service, good
ambience, implicit guarantees and continuous discount programmes have helped in
changing the face of the Indian retailing industry. A leading foreign broking house
compared the rush at Big Bazaar to that of a local suburban train.
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable
success in many Indian cities and small towns. Big Bazaar provides quality items but
at an affordable price. It is a very innovative idea and this hypermarket has almost
anything under one roof.Apparel, Footwear, Toys, Household Appliances and more.
The ambience and customer care adds on to the shopping experience.
At Big Bazaar, you will get : A wide range of products at 6 60 % lower than the
corresponding market price, coupled with an international shopping experience.
If you deal in the categories mentioned there's a big deal of
success for you.
Products available in Big bazaar
Home Textiles
Crockery
Home Needs
Household Plastics
Electronics
Hardware
Footwear
Home Decor
Luggage
Linens
Sarees
Stationery
Utensils & Utilities
Food Bazaars core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
also the comfort to See, Touch and Feel the products.
2003.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The
western values of convenience, cleanliness and hygiene are offered through pre
packed commodities and the Indian values of "See- Touch- Feel" are offered through
the Mandi atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality. This satisfies
the Indian consumer and comforts her before making her final buying decision. At
other
super
markets,
the
consumer
is
deprived
of
this
factor.
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana
kitna Aasaan. This positioning platform of Food Bazaar is evident from the
higher discounts and the wholesale price-points which is below MRP.
Food Bazaar represents the companys entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local mandi, to
provide the much important touch & feel factor which Indian housewives are used to
in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover
grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat
etc, besides fruits and vegetables. All products are sold below MRP and discounts
range between 2% to 20%. Fruits and vegetables are sold at prices comparable to
wholesale prices.
CHAPTER -III
iii)
Data collection
iv)
Data Collection
Data can be classified under two categories depending upon the sources utilized.
These categories are,
i) Primary data
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective
of study and for completing the Research project Report, both primary and secondary
data collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was
selected there is Twenty in all. All questions are small in size and arranged logically.
The language is simple to understand.
Interview
Information was also obtained by conversation with Customers .they were
interviewed personally.
SECONDARY DATA: The second information is taken from company document
available on websites
The other related journals information and industry associations sites have also been
viewed.
SAMPLING DESIGN
In the backdrop of objective set, a sample study conducted in
Delhi& NCR.
SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The nature
of sampling is NON PROBABITITY CONVINANCE SAMPLING helped in
keeping the path of research in focus throughout the work.
Tabulation
After all the questionnaires were collected back, the responses were tabulated.
Each answer of the respondent was tabulated to its respective category.
ANALYSIS
I have done a market field survey on big bazaar. I have surveyed around 350
respondents of Delhi & NCR who come to visit big bazaar. A specific questionnaire is
prepared for the customers and data is obtained from them by moving around big
bazaar and personally interacting with them. The customers gave me valuable
information regarding their consumption pattern in big bazaar. I collected all those
information and a proper analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is
done as per the information obtained from the customers and a serious interpretation
has been done to best of my effort.
5%
50%
20%
No Income Group
25%
INCOME GROUP5
5%5
Higher IncomeG
Group (> Rs.60000)M
25%H
Middle IncomeG
Group (Rs. 40000-60000)L
50%2
20%2
Lower IncomeG
Group(Rs.10000-40000)N
No Income Group
(< Rs.10000)
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 350 respondents 50% of customers are of middle
income level that is between Rs10000 40000 per month. Least number of customers
visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute
only 5%. The lower income level of people coming to big bazaar constitutes of 20%.
25% of people belong to no income group which mostly consists of students.
Interpretation:
group people because of its reasonable price on its each product category. The higher
level income group people dont prefer to do shopping in big bazaar as it doesnt deal
with branded products. The higher level income group people are very status
conscious and their psychology is such type that they dont prefer much to visit big
bazaar as it is a discounted store. The lower income group people come in to big
bazaar as they get goods at a discounted price. Hence big bazaar should include
branded products in its product category which will encourage higher income group
people to come in to big bazaar. Probably not much of lower income group people
come to big bazaar as they dont like to have any shopping experience rather they just
go for nearby store where they can get their necessity goods. Even they purchase
goods on a regular basis on a small quantity. So they dont have much interest to come
to big bazaar and do shopping.
Weekly
Monthly
Quarterly
On unplanned basis
29%
34%
23%
14%
Interpretation:
monthly, 29% customer visit weekly 23% customers visit quarterly and 14%
customers visit on planned basis , it means mostly customers visit weekly and
monthly basis for purchase their requirements.
Yes
No
64%
36%
Interpretation:
other retail stores for their requirements and 36% customers of big bazaar generally
do not visit other retail stores. It shows that customers satisfaction level is more in
big bazaar.
Analysis:
60%
10%
30%
Out of the 350 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
Interpretation:
Garment Outlet
Footwear Outlet
Food Court
Entertainment
Gift Corner
Jewelers and Watches Store
65%
20%
30%
20%
10%
10%
complex but it also facilitates a certain kind of ambience and decorum to the people
that they also visit it for the purpose of outing. The infrastructure and ambience of big
bazaar is so that people even like to go there even also they dont have to purchase
anything. People enjoy doing shopping in big bazaar. This is very nice for it as often
customers.
Analysis:
The above graph shows that 65% of people visit garment outlet in a
mall other than that of big bazaar. 30% of people also prefer to visit food court in a
mall other than big bazaar. 20% of the people go to footwear outlet in a mall other
than big bazaar. 20% of people also go to mall for entertainment purpose. Some
people that are 10% each also visit gift corner store and jewellery & watches store in a
mall other than big bazaar.
Interpretation:
From this analysis I come to know that most of the people tend
to visit garment outlets in a mall other than big bazaar as it has some exclusive
branded outlets. People also go for footwear stores as malls have branded footwear
stores in it. People go for watching movies to mall for entertainment. Yet a few people
visits gift corners and jewellery stores in a mall. This is of course a threat for big
bazaar that it is not able to attract customers from other retail outlets and retain them
with it. Big bazaar should definitely include more of branded products in its product
category in order to bring in the customers of mall to it and retain them with it. It can
include some of the exclusive branded outlets of cloths and jewellery in it in order to
attract the brand choosy customers.
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Analysis:
60%
70%
50%
25%
15%
10%
10%
This chart clearly indicates that the demand for grocery that is 70% is
highest by the customers followed by clothes rated 60%. The next highest demand is
for food items that is 50%. 25% demand is for leather items in big bazaar. Electronic
items holds 15% of demand and gift items and other items has a demand of only 10%
by the customers of big bazaar.
Interpretation:
for grocery and clothes followed by food items in big bazaar. Electronic items have a
little demand by the customers. Gift items and other items are not much in demand by
the customers. I can interpret that clothes, grocery and food items are the major
products which hold maximum number of customers. So big bazaar should maintain
its low pricing and product quality to keep hold of the customers and also it should
keep more qualitative products of gift and leather items so that people would go for
more purchase of these items from it. Big bazaar has many local branded products of
grocery and cloths and it is successfully selling it. It should also include branded
products so that more sales can take place.
11%
16%
22%
22%
29%
Analysis: We can clearly see from this graph that majority of the customers spend
a lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to
big bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500
and Rs 1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 5001000 and only 11% of customers are there who spends less than Rs500 in their visit to
big bazaar.
Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in big bazaar.
Customers tend to purchase more goods from big bazaar as it provides goods at a
discounted rate. Probably those persons who spend more in a visit to big bazaar are
purchasing on a monthly basis. Those customers who are spending very less money
that is below Rs 500 are mostly coming in just to move around big bazaar and spend
time. In the process they used to spend money on food items and also purchase some
products while roaming in it. Impulse buying behavior of customers comes in to play
to a large extent. More discounts shall be provided to people who does bulk purchase.
This will encourage people to purchase more products.
10%
15%
35%
22%
18%
Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 hours in big bazaar. 22%
respondents also said that they spend 1 hours to 2 hours in their visit to big bazaar.
Only 10% of people said that they spend very little time that is less than half an hour
in big bazaar.
Interpretation: As per the given data I interpret that customers are very product
choosy now a days and thats why they spend a lot of time in shopping in big bazaar.
Probably customers might even be spending more time in big bazaar as it provides a
very nice ambience and atmosphere for the people to shop in. Hence those persons
who spend half an hour or less than half an hour in big bazaar are those persons who
just come to purchase limited products and come only because of low pricing of
products. People also spend much time in it but purchase very few goods. The sales
personnel should focus on the people who take long time in shopping and purchases a
lot and provide special kind of service to them as they are the major customers.
40%
60%
Analysis: The above graph shows that more number of people comes to big bazaar
in weekends than that of week days .40% of people visits big bazaar in weekdays
where as 60% of people visit big bazaar in weekends.
Interpretation: I can clearly interpret from this that most of the people tend to
visit big bazaar in weekends rather than that of week days. There are more footfalls in
big bazaar in weekends than that of week days. Though there is not much difference
as 40% of people visit big bazaar in week days hence in weekends the footfall
increases by 10%. As people come more in weekends, so big bazaar should keep it
open for more time in week ends. The infrastructure can be changed a bit in week
ends so that customers can see more products clearly and can move around
comfortably. In order to bring in more number of customers in week days big bazaar
should provide some schemes in week days which will encourage people to come in
to it in week days also. Hence the crowd is more in weekends and big bazaar should
avail more parking spaces for its customers in weekends. It can make some temporary
arrangement for parking every weekend. It should not spend much money in
advertising and displaying of products in weekdays rather it should advertise and
display products more in weekends as more number of people comes in weekends.
10 A.M - 1 P.M
8%
1 P.M 3 P.M
17%
3 P.M 6 P.M
35%
6 P.M 10 P.M
40%
Analysis: The above pie chart shows that most of the people prefer to visit big
bazaar in evening time than that of the day time. Only 25% of people tend to visit big
bazaar during day time while 75% of people tend to visit big bazaar during after noon
time.
Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and day time is the off peak time for big bazaar. There is more
number of people found in big bazaar during evening time than that of day time.
Probably more of products are being sold during evening time in big bazaar than that
of day time. Big bazaar shall provide some special offerings during day time so that
more people should come in during day time. It could offer some special kind of
product in daytime which will be not available during evening time. In this way it will
bring in more number of people during day time for getting the special kind of
products but along with that it will be able to sale other products as people do a lot of
impulse buying at big bazaar.
Yes
No
Ever
Analysis:
50%
40%
10%
customers come to big bazaar with a planned list of products. 40% of people come in
to big bazaar without any planned list of products to be purchased from big bazaar.
Interpretation:
interpret that most of the customers comes in to big bazaar with a planned list of
products. Few customers come to big bazaar without any planned list of products and
purchases products depending on their selection. These people basically come to the
mall and hence get in to big bazaar. Depending on the product category and brand and
quality of products they purchases goods. Some couples come to mall and go to food
bazaar to have food together and to have chit chat among them. The customer who
comes with a planned list of products purchases more products than that of the
customers who comes without any planned list of products. So big bazaar should
provide more variety and essential goods so that more number of people should come
in with a planned list of products.
Analysis:
10%
50%
40%
As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny
that they dont prepare in list of brand in advance. 40% of people told that they
prepare a list of brand depending on the product category.
Interpretation:
From this I interpret that customers dont opt for much brand
preference while purchasing products in big bazaar. A few customers search for
brands but depending on the product category. Customers probably dont decide for
brands on products as there are not much of known branded products available at big
bazaar. On product categories like grocery and clothes, big bazaar has many local
branded products. Customers purchase a lot of these as its cheap in price even though
its quality is not so good. As most of the customers belong to lower class and middle
class people, they purchase those local branded products as it gives them value for
money. Different products of the same category have different prices. Quality of
products varies with the price. This enables customization of products for various
types of customers. Customers search for brands mostly in apparel section. Some
customers also pre decides the brand on the local manufactured grocery and food
products of big bazaar. Big bazaar should include more of the branded products in its
each category so that customers have more options to choose among the brands. This
will bring in more number of people to big bazaar which will definitely increase the
sales.
Cloths
40%
Grocery
40%
Gift Items
33%
Electronic Items
25%
Leather Items
Any Other Item
Analysis:
2%
12%
This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% each. 33% brand preference is
on gift items and 25% is on electronic items. Brand preference on leather items is 2%
and 12% on any other item.
Interpretation:
From this I interpret that some of the products brand are pre
decided in advance and for some of the products customers dont at all pre decide any
brand. As per electronic goods are concerned customers pre decide the brand as many
branded electronic products are available in big bazaar. The customers pre decides
brands on cloths and grocery most as big bazaar produces much of local brands and
also have some well known branded products of clothes with it like flying machine
jeans.
Cash Payment
55%
Credit Card
19%
Debit Card
26%
Analysis:
people make cash payment in big bazaar. 19% of them uses credit card as their mode
of payment and 26% of the people makes payment in big bazaar through their debit
card.
Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in big bazaar. A fraction of people uses their credit card for
payment in big bazaar and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in big bazaar as most of the
people mode of payment is cash payment. Hence sometimes big bazaar has to wait for
a short time period as some of the customers make their payment through credit and
debit card.
Price
Service
Ambience
Product Variety
Product Quality
Convenience
60%
40%
50%
65%
20%
35%
Analysis:
cheap price and availability of variety of products. Around 65% of the total
respondent said they are mostly encouraged to come to big bazaar as it has variety
options. Even most of the customers said that they get goods there in a discounted
price and so they come in to it. Many customers also said that they feel good about the
service and ambience provided by big bazaar. Around 35% of customers also said that
convenience is also another factor which leads them to come to big bazaar. Product
quality is rated at very low that is only 20% which encourages the customers to come
to big bazaar.
Interpretation: From this analysis I interpret that big bazaar is a well known for
its variety options. People mostly come to big bazaar as they get various kinds of
products under one roof. It is also clearly known that big bazaar sales its goods at a
discounted price as compared to the market. Even it provides a good service and
ambience to its customers which encourages them to visit big bazaar more and more
times. I can also interpret from this that big bazaar has located itself in a good place
from where it is able to attract customers. As a hypermarket which is to be located far
off the city, big bazaar has located itself in a good place from where it is convenient
for people to visit big bazaar. Big bazaar should try and produce more qualitative
products so that customers can get more satisfaction and would never think of not
doing shopping in big bazaar.
17%
Good
29%
Ok
36%
Poor
13%
Very poor
5%
Interpretation: From this I interpret that 36% customers realize service of sale
personnel in Big Bazaar is OK, 29% realize good, 17% realize Very Good, 13%
realize Poor and 5% customers is very dissatisfied with sales personnels in Big
Bazaar.
Hired Vehicle
10%
Two-wheeler
40%
Four-wheeler
35%
Any Other
15%
own two wheelers. The second majority of people consist of people riding four
wheeler and coming in to big bazaar. Only 15% of people of the total respondent
visits big bazaar on hired vehicles. 10% customers of the total respondent comes in
any other mode of transport.
Interpretation: From the above data I interpret that there are more number of
four wheelers coming found in big bazaar than that of two wheelers. People prefer
more to go to big bazaar in four wheelers than that of two wheelers. A few people are
found who comes in to big bazaar with a hire vehicle. Probably they might be the
tourists.
45%
Adequate
45%
10%
Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate
space is provided for parking big bazaar. Only 10% of people say that more than
adequate space is available for parking in big bazaar.
Interpretation:
satisfied with the parking space availability provided by big bazaar. Hence its a threat
for big bazaar as it may loose its customers because of less parking space availability.
Even though many customers say adequate space is available for parking in big
bazaar but also it is a threat for big bazaar as it is seen more number of people are
expected to come in to big bazaar. In holidays probably it will be very difficult for
customers to park their vehicle in big bazaar.
Yes
65%
No
35%
Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they dont at all go to any kirana store.
This shows that majority of people go to kirana store even though they visit big
bazaar. But some customers are there who never goes to any kirana store.
Interpretation: As per the given data I analyze that most number of people tend
to purchase goods from nearby kirana store even if they come to big bazaar. I can
conclude from this that a kirana store is a competitor of big bazaar. Some customers
never go for shopping in kirana store as of it does not have much variety option
available with it. Probably they are more interested in having a shopping experience
rather than to just go and purchase goods from kirana store.
Shopping
Price
Big bazaar
Kirana store
70%
30%
Service
50%
50%
Variety
100%
0%
Quality
Convenience
Experience
Ambience
40%
60%
25%
75%
90%
10%
95%
5%
Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a
cheaper price as compared to that of a kirana store. 50% of people say big bazaar
provides better service and another 50% of them say kirana store provides better
service. Each and every customer that is 100% agrees that there are more variety of
products available at big bazaar than that of kirana store. As per quality of goods is
concerned 60% of the customer say kirana store provides better qualitative products
while 40% of the customers say big bazaar also provides qualitative products. 75%
people say it is more convenient for them to go to a kirana store while 25% of them
say going to big bazaar is more convenient for them. 90% of respondents said it is a
good shopping experience at big bazaar while 105 of them said that they also have a
good shopping experience at kirana store. As per ambience is concerned 95% of
customers said big bazaar provides much nice ambience than big bazaar while 5% of
them said that ambience provided by kirana store is also equivalent to that of big
bazaar.
Interpretation: I interpreted from this that a kirana store is one of the competitor
of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store
provides more satisfaction to customers. Big bazaar should try to improve on each of
its attributes and out compete the kirana store so that it can convert the customers of
kirana store to be the customers of big bazaar.
45%
55%
Service
50%
50%
Variety
55%
45%
Quality
Convenience
Experience
Ambience
52%
48%
54%
46%
46%
54%
58%
42%
Cheap price
Volume sales
CHAPTER-IV
Findings
FINDINGS
1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.
2. At present time Big Bazaar provide different types of product assortments to the
customers.
3. Continuously opening of Big Bazaar chains in different major cities, increasing
quantities of the customers & profit show that Big Bazaar most accepted name in
organized retail chain in India.
4. Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.
5. Big bazaar has a good reputation of itself in the market.
6. Big bazaar has positioned itself in the market as a discounted store.
7. Big bazaar holds a huge customer base. The majority of customers belong to
middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in big
bazaar.
9. There are more than 50 big bazaars in different cities of India, it seems that there is
a vast growth of big bazaar lying as customers demand is increasing for big bazaars.
10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with
all the specialty stores of different products which provide goods at a discounted rate
all through the year.
11. The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.
SUGGESTIONS
Big bazaar should include more of branded products its product category so as
to attract the brand choosy people to come in to big bazaar.
Big bazaar should provide large parking space for its customers so that they
can easily park their vehicles.
It should make different cash counters for different customers. Cash counter
and credit card payment counter should be placed differently in order to
reduce the rush and save the customers time. This will be a kind of motivator
for the customers of big bazaar.
The service of the sales person is needed to be improved. Personal care should
be taken by the sales person for the customers so that the customers feel good.
During the off peak hours big bazaar should provide some offers to its
customers so that people would be encouraged to come to big bazaar during
off peak hours. The customers who are present in the mall during the off peak
hours of big bazaar will definitely go in to big bazaar if surprise offers are
made at that time.
Conclusion
Big bazaar is a major shopping complex for todays customers. It is a place where
customers find variety of products at a reasonable price. Big bazaar has a good
reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around big bazaar.
Volume sales always take place in big bazaar. Impulse buying behavior of customers
comes in to play most of the times in big bazaar.
Big bazaar is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.
Different types of products starting from a baby food to pizzas all are available under
one roof. In Delhi it is the middle class people who mostly do marketing from big
bazaar. Even most of the people do their monthly shopping from big bazaar. People
not only visit big bazaar to do shopping but also visit for outing purpose as it provides
a very nice ambience to its customers. As people go to malls they just tend to move
around big bazaar whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers
of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in providing
enough parking space for its customers. This may discourage the customers to come
to big bazaar and shop as they face difficulty in parking their vehicles. Even though
some customers say that they dont feel problem in parking their vehicle, it is because
of the parking space available to them by the mall. As it is surveyed it seems that the
biggest competitors of big bazaar are the kirana stores, discounted specialty stores like
Vishal mega mart, Delhi bazaar Big bazaar, The Tata Groups (Croma), Reliance
Retail, & Sabka Bazaar etc.
CHAPTER V
LIMITATIONS OF STUDY
Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money
and human efforts, the present study is also not free from certain limitation, which
were unavoidable.
Although all effort were taken to make the result of the work as accurate as possible
as survey but the survey have following constraints.
I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to very large size of the population, only a selected sample of customer could
be contacted.
III- Due to time constraint and other imperative work load during the t period it could
not be made possible to explore more area of concern pertaining to study.
IV- Also impossible for company to prove information is confidential.
V-Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
VI-Personal biases might have come while answer the questionnaire.
VII-As per company rule many information was not disclose as the manager are busy
in their daily schedule. It is not possible for us to spend more time in interaction with
them.
ANNEXURE(S)
Questionnaire
PART-1
1. Name: 2. Age: 3. Gender: 4. Address: 5. Qualification: 6. Profession: 7. Ph.
8. Whats your monthly income?
a) Below 10,000
b) 20,000 40,000
c) 40,000 60,000
d) More than 60,000
PART-2
1.How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On unplanned basis
2.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes
b) No
2.(a). If yes then what are the other retail outlets do you intend to visit in a mall?
e) Garment Outlet
f) Footwear Outlet
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store
4. On an average how much amount of money do you spend in a visit to Big Bazaar?
a) Below 500
b) 500 1000
c) 1000 1500
d) 1500 2000
e) More than 2000
7. Which time of the day do you mostly prefer to visit Big Bazaar?
a) 10am 1pm
b) 1pm - 3pm
c) 3pm-6pm
d) 6pm 10pm
10. Do you go with a planned list of products to be purchased from Big Bazaar?
a) Yes
b) No
c)some time
11. Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes
b) No
c) Depends on category
b) Credit Card
c)Debit Card
15. How would you rate the services of the sales personnel in Big Bazaar on a 1
5 scale?
Very good
Good
Ok
Poor
Very poor
b) No
I.
1.
1.
1.
1.
1.
1.
Big Bazaar
II.
II.
II.
II.
II.
II.
20. Compare others organized retail stores with Big Bazaar on the following
parameters.
a) Price
1.Big Bazaar
II. Others Organized Retailer
b) Service
1.Big Bazaar
II. Others Organized Retailer
c) Variety
1.Big Bazaar
II. Others Organized Retailer
d) Quality
1.Big Bazaar
II. Others Organized Retailer
e) Convenience
1.Big Bazaar
II. Others Organized Retailer
f) Shopping Experience
1.Big Bazaar
II. Others Organized Retailer
g) Ambience
1.Big Bazaar
II. Others Organized Retailer
THANKING YOU
Bibliography
BOOKS
Kotler Philip, marketing management, (Pearson
Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)
Bigbazaar.co.in
Organizedretail.co.in
Retail seminar. In
Retailing.co.in