SUBMITTED SUMMER TRAINING REPORT TOWARDS THE PARTIAL FULFILMENT

OF

Bachelor of Commerce (B.COM H)

SUMMER TRAINING PROJECT REPORT ON

‘RESEARCH PROJECT REPORT

On
CONSUMER BUYING BEHAVIOUR’

SUBMITTED BY:
GYAN PRAKASH
ENROLMENT NO. 51124088815
BATCH 2015-2018

INTERNAL GUIDE EXTERNAL GUIDE

Ms Madhu Ruhil Mr. Manish Sharma
Assistant Professor Assistance Store Manager

Trinity Institute of Professional Studies

Affliated to Guru Gobind Singh Indraprastha University
 CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project work “The study on consumer buying behaviour
of Big Bazaar Family Center” made by “Gyan Prakash B.com h 5TH semester
Enrolment number- 51124088815” is an authentic work carried out by her under
the guidance and supervision of Ms. Madhu Ruhil.
The project report submitted has been satisfactory for the partial fulfilment of the
degree of Bachelor of Commerce.
Internal Supervisor

Signature

Ms Madhu Ruhil
 ACKNOWLEDGEMENT
It is in particular that I am acknowledging my sincere feeling towards my mentors who gradually
gave me time and expertise.
They have provided me with valuable guidance, sustained efforts and friendly approach. It would
have been difficult to achieve the results in such a short span of time without their help.
I deem it my duty to record my gratitude towards External Project Supervisor Mr. Manish
Sharma and Internal Project Supervisor Ms. Madhu Ruhil who devoted her precious time to
interact, guide and gave me the right approach to accomplish the task and also helped me to
enhance my knowledge and understanding of the project.

GYAN PRAKASH

ENROL NO. 51124088815

BCOM H

5TH SEM 2ND SHIFT

 DECLARATION
I hereby declare that the following documented project report titled ‘RESEARCH
PROJECT REPORT ON CONSUMER BUYING BEHAVIOUR’ is an original and
authentic work done by me for the partial fulfilment of Bachelor of Commerce
(Honours) degree program at “Big Bazaar Family Center”.
I hereby certify that all the endeavour put in the fulfilment of the task are genuine
and original to the best of my knowledge and I have not submitted it earlier
elsewhere.

GYAN PRAKASH
ENROL NO. 51124088815
5TH SEM/ 2ND SHIFT
 PREFACE
Until recently, a major part of the demand was met by the unorganized, informal, small sector.
Branded shoes, produced by large Indian producers, multinationals producing in India and
imports, account for only less than 20% of the entire market. The branded footwear market is
estimated to be 100 million pairs, made up of 5 million pairs of sports and athletic shoes and
nearly 95 million pairs of shoes and boots. The segment is dominated by men’s footwear, and
there are not more than three women’s brands known nationally.

Footwear market is estimated at 550 million pairs, of which 450 million pairs are in the form of
casual footwear, such India’s total as ethnic footwear, rubber and leather slippers, sandals etc, but
not boots and shoes. Leather footwear has a sizeable share, and production is estimated to be at
200 million pairs, including for exports. The footwear market is expected to grow at 8-10%,
based on recent trends. In value terms, the sector represents a market of US$ 2.17 billion, of
which exports account for approximately 35%.

Both Bata and Liberty have launched international brands in India through tie-ups: Bata with
Hush Puppies, Liberty with Burberry’s.An interesting feature of the market is the presence of
several international players in the informal and sport shoes segment, which has a total market of
only 5 million pairs. The major MNC players are Reebok, Adidas and Nike. Italian brands Lotto
and Fila have franchise tie-ups in India, although the brand is not aggressively promoted.
 CONTENTS
1 Introduction and Company Profile 9-55

2 Literature review 56-74

3 Research Methodology 75-80

4 Data Analysis 81-91

5 Finding 91-92

6 SWOT 92-94

7 Recommendation 95-95

8 Conclusion 96-96

9 Appendix 97-100
10 Appendices 97-97

11 Bibliography 98-101

INTRODUCTION
 “Any business that directs its marketing efforts towards satisfying the final consumer based

upon the organization of selling goods and services as a means of distribution”

By 2010, the list of India's top 10 retailers will have at least 5 Indian corporate. Retail Marketing

will go through a tremendous change in India this millennium. It will change India's cities, its

people, and its households. The Indian consumer is reportedly the largest spender in Singapore

and London. It is, therefore, strange that there have, so far, been few efforts to present the

product in the right kind of environment in India.Indeed, the right shopping experience does

induce Indian consumers to spend more. This is evident from the experiences of retail-outlets

like Music . World, Big Bazaar, Spencer’s, Crosswords, The Home Store, Ebony, Bigjo’s,

Saboos, Standard, Nanz, Vijay Store and Janaki Das & Sons, Westside etc.

Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and

requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is

an answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the fashion

world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings

etc. at best economical prices.

Big Bazaar group offers more than 100 stores all over the country with an amalgamation of

Indian bazaars’ feel and touch with a convenience and choice of the modern retail facilities. The

retail format of the Big Bazaar group includes Aadhar, Rural & Home-Town retail chain,

Ezone home-improvement chain, sportswear retailer, depot and music chain is few

among others.
The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore

Biyani. The group do not promises more than what it delivers. Their basic attraction associated

with reasonable prices is their Unique Selling Price.

Though, the products Big Bazaar stores stocks might not be advanced, but the customers are

assured to avail the worth of the money spent by them. In 2001, the group opened its first store

on the VIP Road, Calcutta, which was the primary departmental store offering regulated services

of parking, steel vessels, apparel, electronics etc under the one roof at the competitive prices. Big

Bazaar has become a massive hit with lower middle-class and middle class people as a major

client base.

At present, the Future Group comprises various formats and brands like Pantaloons, F123,

Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown and

Central. The Big Bazaar has several stores located all over the India, among that Chennai,

Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities

where the stores of Big Bazaars are located. The variety of Product Range in Big Bazaar.

This large format store comprise of almost everything required by people from different income

groups. It varies from clothing and accessories for all genders like men, women and children,

playthings, stationary and toys, footwear, plastics, home utility products, cosmetics, crockery,

home textiles, luggage gift items, other novelties, and also food products and grocery. The added

advantage for the customers shopping in Big Bazar is that there are all time discounts and

promotional offers going on in the Big Bazar on its salable products.

SIGNIFICANT FEATURES OF BIG BAZAR
Shopping in the Big Bazar is a great experience as one can find almost everything under the same roof. It

has different features which caters all the needs of the shoppers. Some of the significant features of Big

Bazar are:

 The Food Bazar or the grocery store with the department selling fruits and vegetables

 There is a zone specially meant for the amusement of the kids

 Furniture Bazar or a large section dealing with furnitures

 Electronics Bazar or the section concerned with electronic goods and cellular phones

 FutureBazaar.com or the online shopping portal which makes shopping easier as one can shop

many products of Big Bazar at the same price from home well regulated customer care

telecalling services

FACILITIES OFFERED BY BIG BAZAAR

 Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of the

most favorite sites among people of India for online shopping. FutureBazaar is an online

business venture of Future Group, which sells an assortment of products such as fashion, which

includes merchandise for men and women, mobile accessories, mobile handsets and electronics

like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many more.

 Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and

special discounts were offered on Wednesday every week, to attract the potential buyers into

their store.
  Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article

Surveillance system, which detects the products that has attached tags or not.

“Retailing is a distinct, diverse and dynamic sector”. It is an activity of enormous economic significance

to most developed nations. It generates revenue and wealth for nation, encourages investments and brings

technological advancements. Stated that it brings employment and creates wealth of the economy. It is a

vibrant part of our changing society and a major source of employment. Retailing performs activities at

larger level so it requires massive manpower to handle and manage its operations. Retailing also helps

society in general by providing goods and services in reasonable price and increasing their standards of

living. Retailing activity can be viewed as a significant contributor to the economy in general.

Retailing is the set of activities that markets products or services to final consumers for their own personal

or household use. It does this by organizing their availability on a relatively large scale and supplying

them to consumers on a relatively small scale. It makes products and services available in large quantities.

Retailers produce or order the products/services in bulk so they can take advantage of economy of scale

and thus they can formulate competitive pricing strategies. Products and services are generally sold

through the store or on the internet.

India has one of the largest numbers of retail outlets in the world. Of the 12 million retail outlets present

in the country, nearly 5 million sell food and related products. Thought the market has been dominated by

unorganized players, the entry of domestic and international organized players is set to change the

scenario. Organized retail segment has been growing at a blistering pace, exceeding all previous

estimates. According to a study by Deloitte Haskins and Sells, organized retail has increased its share

from 8 per cent of total retail sales in 2007 to 10 per cent in 2008. The fastest growing segments have
been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent) and

hypermarkets (75-80 per cent). Further, it estimates the organized segment to account for 25 per cent of

the total sales by 2011. 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.

RETAIL SPACE

Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is

expanding at a rapid pace. Mall space, from a meager one million square feet in 2002, is expected to

touch 40 million square feet by end-2007 and an estimated 60 million square feet by end-2008, says Jones

Lang LaSalle's third annual Retailer Sentiment Survey-Asia. Alongside, Indian cities are witnessing a

paradigm shift from traditional forms of retailing into a modern Big Bazaar organized sector. A report by

Images Retail estimates the number of operational malls to more than double to over 412 with 205 million

square feet by 2010 and further 715 malls by 2015.

RECENT TRENDS

a) India is rated the fifth most attractive emerging retail market.

b) Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade) makes up 3 percent

or US$ 6.4 billion

c) As per a report by KPMG the annual growth of department stores is estimated at 24%.

CURRENT SCENARIO OF RETAIL:

A glimpse of the International Retail One of the world's largest industries exceeding US$ 9 trillion 47

global fortune companies & 25 of Asia's top 200 companies are retailers dominated by developed
countries US, EU & Japan constitute 80% of world retail sales. Biggest player in India is Pantaloon Retail

India Limited.

PERCENTAGE OF ORGANIZED RETAIL:

a) USA - 85%

b) Taiwan - 81%

c) Malaysia - 55%

d) Thailand - 40%

e) Brazil - 36%

f) Indonesia - 30%

g) Poland - 20%

h) China - 20%

i) India - 3%

Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its chain of Pantaloon,

Big Bazaar and Food Bazaar stores. With the right mix of management capabilities, high growth product

profile, well-developed strategy and extensive IT and logistics capabilities, PRIL has ensured rapid

growth. More importantly, while most organized retailers are struggling to be in black, PRIL has

demonstrated a consistent track record of profitable growth.

PRIL has chalked out an aggressive expansion plan to increase its retail space to over 1,740,000 sq.ft.

over the next two years. Space for additional 4 Pantaloon’s, 11Big Bazaars and 2 Food Bazaar’s has

already been finalized, and these would be Operational over the next two years. PRIL aims to set up over

30 Food Bazaar’s and is scouting for appropriate locations for the same.

After popularizing the concept of hypermarket in India, PRIL is now also setting up a new format

shopping mall in the country under the name ‘Central’. The format would be on the lines of a Selfridhes
in London or a Central Mall in Bangkok. Two malls of 100,000 and 240,000 sq.ft. are being set up in

Bangalore and Hyderabad respectively

Diversity of product range will ensure profitable volume growth

To achieve better return on retail space, PRIL uses certain product categories as margin managers and

certain product categories to generate traffic. The food and groceries business will act as key volume

growth driver while high share of apparel (which account for over 80% sales in Pantaloon Stores and 40%

in Big Bazaar) will enable PRIL to maintain high margins. The management has demonstrated its ability

to improve stock turnovers in both the formats successfully, which has enabled significant margin

improvement.

Fully integrated value chain and own labels give competitive edge

PRIL has a completely integrated value chain in apparels from fabric manufacturing to apparel

manufacturing, branding, distribution to retailing. The company controls the total value chain from yarn

to apparel retailing hat gives a competitive edge in terms of speed of delivery, lower inventory carrying

costs and better realizations. Also, large part of PRIL’sapparel revenues comes from own private labels.

PRIL has developed significant competencies in apparel branding over a period of time and has developed

own labels (John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories. Worldwide,

private labels give higher margin to retailers than the national brands. Also growth of private labels is

faster as retailer controls shelf space and visibility. Other initiatives such as faster turnover of stocks by

introducing 6 seasons in a year (against 2 earlier) has helped in bringing down inventory levels and at the

same time providing wider choice to customer and improving frequency of customer visits.

High scalability of business model – multiplier effect will set in

Size and scale drive economies on procurement and lower logistics costs, which enables a retailer to

deliver better value to customers. The hyper-market format has much higher scalability as compared to

the pure apparel retailing format. Also, the potential to expand and scale is virtually unlimited in the food

& grocery segment, where efficiencies improve dramatically with scale as the multiplier effect sets in.

Food constitutes the largest expenditure item (estimated at over 50%) of an average Indian’s monthly

personal expenditure. However, the share of modern retail formats in the Rs6700bn Food & Grocery

market is a minuscule 0.3%, revealing the high growth potential in the segment.

New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better choice for selection. Different

product categories have different depth and width in merchandise offering. Besides, PRIL has tied up with

Shop-in-Shop partners in its Big Bazaar stores. Some product categories where the company does not

have core competency or does not want to invest, but would attract customers are catered through these

partners. Eventually, in the long run, the Company may manage some of these product categories on its

own as volumes grow and it develops competencies in these businesses. Shop-in-Shop partners typically

pay a fixed rental for their space and share a part of their profits. By expanding the range of product

offerings and retail formats, PRIL today has been able to target a much larger share of the

consumer’s basket (about 70% as against less than 8% in 1994).

PRIL will be adding new product categories to its business in both Pantaloons as well as Big Bazaar

stores. Gold, Investment products, White goods and Appliances, Footwear will be the new product

categories that will be added. These product categories will help in improving Walk In’s into its stores and

generate additional business from the existing categories too.

Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge untapped Indian market. However

policy restricts Direct Foreign Investment in the sector. There is a high likelihood of the Government

lifting restriction on FDI into the retail sector in the near future. Entry of these foreign giants - with

significant experience and skills in retail management would increase competition for PRIL. However, we

believe that given the widely dispersed and heterogeneous nature of Indian markets, a foreign entrant

would find it extremely difficult to establish a national presence. Pantaloon with its early mover

advantage and understanding of local markets is well entrenched to retain high customer share.

Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Manz Wear Private

Limited under the stewardship of Mr. Kishore Biyani. It was converted into a public limited company in

September, 1991. The company sold branded garments under Pantaloon, Bare and John Miller brands.

PRIL set up its first menswear Pantaloon Shoppe outlet in 1993. The company’s name was changed to

Pantaloon Retail (India) Limited in 1999, when it made a full fledged entry into the retail segment

through the Pantaloons Family Store.

BUSINESS DESCRIPTION

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails stores in names

of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the discount store which offers a

wide range of products under one roof. The products include apparels and non-apparels such as utensils,

sports goods and footwear. The Company also has its presence into gold retailing by launching Gold

Bazaar. The Company's Food Bazaar provides a range of food and grocery products ranging from fresh

fruits and vegetables, staples, FMCG products and ready-to-cook products. The Central offers a chain of

stores including books and music stores, global brands in fashion, sports and lifestyle accessories, grocery

store and restaurants. The Pantaloon retail stores focus largely apparels and accessories.

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores for the financial

year ending June 2010. The company is headquartered in Mumbai and has a presence in Lifestyle
Retailing through 18 Pantaloons Stores, 3 Central Malls in Bangalore, Hyderabad and Pune. In Value

Retailing it is present through 24 Big Bazaar hypermarkets,38 Food Bazaars and 2 Fashion Stations.

PRILhas a national presence with 2.6 million square feet of retail space across 24 cities.

PANTALOON: FASHION BY PANTALOON

Pantaloon is the company's departmental store and part of life style retail format. In fact, PRIL took its

very initial steps in the retail journey by setting up the first Pantaloon store in Kolkata in 1997. In a short

time Pantaloon has been able to carve a special place for it self in the hearts and minds of the aspirational

Indian customers. The company has depth of offering for both men and women at affordable prices. A

striking characteristic of Pantaloon has been the strength of its private label programme. John Miller,

Ajile. Scottsvile, Lombard, Annabelle are some of the successful brands created by the company. With 13

stores across the country and an ever-increasing stable of private brands, Pantaloon - in the coming years

is poised to become a leading fashion trendsetter.

BIG BAZAAR: IS SE SASTA AUR ACHA KAHIN NAHIN

Big bazaar is the company’s foray into the world of hypermarket discount stores, the first of its kind in

India. Price and the wide array of products are the USP’s in Big Bazaar. Close to two lakh products are

available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. The

high quality of service, good ambience, implicit guarantees and continuous discount programmes have

helped in changing the face of the Indian retailing industry. A leading foreign broking house compared the

rush at Big Bazaar to that of a local suburban train.

Food Bazaar – Wholesale prices

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International supermarket

atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price
associated with large format stores and also the comfort to See, Touch and Feel the products. The

company has recently launched an aggressive private label programme with its own brands of tea, salt,

spices, pulses, jams, ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice

on sale), Food Bazaar has proved to be a hit with customers all over the country.

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.

Is Se Sasta Aur Accha Kahin Nahin !!

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

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

Apparel and Accessories for Men, Women and Children.

Baby Accessories. Toys

Luggage
Cosmetics Home Textiles

Crockery Home Needs Linens

Dress Materials Suiting & Shirting Household Appliances Sarees

Electrical Accessories Household Plastics Stationery

Electronics Hardware Utensils & Utilities

Footwear Home Decor

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International supermarket

atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price

associated with large format stores and also the comfort to See, Touch and Feel the products.

'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets with a

difference. It was flagged off in April'02.With store sizes ranging from 8,000 sq ft to 15,000 sq. ft. in

Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening more stores at Gurgaon (Delhi),

New Bombay & Nagpur. It currently caters to over 1.2 million customers every day across 4 outlets in

India and is soon set to expand and double this figure across 8 outlets all over the country by June 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 company’s entry into food retail and is targeted across all classes of

population. Food Bazaar replicates a local ‘mandi’, to provide the much important ‘touch & feel’ factor

which Indian housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock keeping units

which cover grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc,

besides fruits and vegetables. All products are sold below MRP and discounts range between 2% to 20%.

Fruits and vegetables are sold at prices comparable to wholesale prices.

VALUING AND NUTURING RELAIONSHIPS

At Future Group we strongly believe that our vision of serving every Indian consumer is possible
only if we live our value of “Valuing and Nurturing Relationships” with our partners, vendors
and suppliers. Our partnership program aims to create an environment combining our strengths
with our partners to create immense value for customers and, in turn, foster mutual growth.

Future Group is focused on building partnerships with the three pillars of Collaboration,
Assistance, and Synergy.

We combine our strengths to create a unique value proposition by sharing consumer insights and
product knowledge, joint brand building, value engineering and developing new products. With a
proven track record of developing long-term partnership models on a win-win basis, Future
Group is a partner to some of the most reputed speciality retailers from around the world.
Generali Group: Generally, (founded 1831) the third largest insurance company in Italy with a dominant
presence in Europe, South-east Asia, and China is our partner in the life-insurance and general insurance
space in India.
Staples Inc: US-based $20bn Staples Inc. is our partner for office stationery retailing. Launched in
Bangalore in 2007 as India’s first office stationery chain, it is now a 24-store network.

AT THE HEART OF FUTURE GROUP’S ETHOS

At Future Group, corporate social responsibility, inclusive growth, and sustainability are at the
core of our strategy and business practices. This reflects in our commitment to the community,
environment and to every stakeholder in building a stronger foundation for our long-term,
sustainable growth.
We believe modern organized retail has the power to strengthen the economy, create grass root
employment, and contribute significantly to social inclusion. As India’s premier retail player and
one of India’s leading home-grown business houses, Future Group is present across the
consumption value chain. Through millions of customers and thousands of suppliers, we are
conscious of the economic, social, and environmental impact of our activities.
We believe the challenges of inequity in our robust and growing domestic economy need to be
tackled through sustainable development. Consequently, our principles are focussed on two main
areas: integrating sustainable development into business activities and promoting sustained
economic development for the country.
Future Group targets long-term sustainability in its businesses through three aspects

BUILDING A NEW INDIA

Future Group’s vision of inclusive growth for a harmonious society, points to a future in which
the entire population can enjoy a better quality of life. We aim to serve as a catalyst that
stimulates the use of inclusiveness as a powerful development tool. Future Group aims to create
and sustain an environment conducive to the domestic growth of India by partnering with various
stakeholders and playing a proactive role in India’s development process.

Future Group believes in broad-based growth, the fruits of which are not concentrated in the
hands of few but shared by the community as a whole. This is the way towards achieving the
dual goal of profitable and socially responsible growth.Our initiatives in inclusive development
include livelihood issues, diversity management, skill development and protecting the
environment, to name a few.
Modern Indian retail can help improve incomes and provide opportunities for growth to
individuals with lower education levels or from the unorganised sector. With fair wages and
benefits, opportunities for further development and growth and a better working environment,
modern retail offers much more than most alternatives available to such individuals.

Future Group focuses on three key enablers for inclusive growth: employability, innovation and
entrepreneurship. While employability helps create a qualified and skilled workforce, innovation
and entrepreneurship help drive growth and generate employment.
 ENCOURAGING ENVIRONMENTAL STEWARDSHIP
Climate change is one of the greatest challenges facing the world today. Future Group strives to
reduce environmental impact and optimize energy consumption in its stores and strengthen green
considerations in logistics operations. Our endeavour is to promote eco-friendly products and
raise awareness on environmental issues both internally and externally.

As part of our sustainable-development initiatives, we have made a commitment to care for the
environment. Through our commitment, we look to make a significant positive impact on the ecology
and surroundings in which we operate.
Through investment and innovation we are leading the way in providing a greener way to do business.
We fulfill our responsibility for delivering high quality services in a sustainable and environmentally
responsible manner by:
1. Reducing the environmental impact of store construction and operations
2. Improving energy efficiency for important environmental benefits and reducing operating
costs
3. Strengthening environmental considerations in the design of green products and
packaging; developing green product lines that respect environmental concerns
4. Reinforcing environmental considerations in logistics

IMPROVING SOCIAL MOBILITY

Through community-driven development, we aim to foster a symbiotic relationship with Indian
entrepreneurs across communities to create increased self-employment opportunities.

The grassroots nature of community-driven development promotes people participation in development

decisions that are usually decided in a top-down manner. Economically disadvantaged women and ethnic
minorities are among those who stand to gain the most through our community-driven development
initiatives. Our approach is to help and collaborate with different communities in the rural pockets of our
country to achieve harmonious growth.
Recognizing the potential to address economic inequality/disparity and accomplish other objectives
contributing to inclusive growth, Future Group has spread its reach deep into rural India. Our people
engage to undertake community mobilization and capacity building, and help develop measures to reach
isolated, ethnically diverse, or remote communities.
Our engagements provide us with practical knowledge about designing and building upon community-
driven operations and provide them with an enabling and inclusive framework.
PANTALOON
BUSINESS DESCRIPTION

Pantaloon Retail (India) Ltd. The company’s principle activity is to operate chain retails stores in
name of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the discount store
which offers a wide range of products under one roof. The products include apparels and non-
apparels such as utensils, sports goods and footwear. The company also has its presence into gold
retailing by launching Gold Bazaar. The company’s Food Bazaar provides a range of food and
grocery products ranging from fresh fruits and vegetables, staple, FMCG products and ready-to-
cook products. The central offers a chain of stores including books and music stores, global
brands in fashion, sports and life style accessories, grocery store and restaurants. The pantaloon
retail stores focus largely apparels and accessories.

ABOUT PANTALLON RETAIL (INDIA) LTD

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 Cr for the
financial year ending June 2008. The company is headquartered in Mumbai and has a presence in
lifestyle retailing through 18 pantaloons stores, 3 central malls in Bangalore, Hyderabad and
Pune. In value retailing it is present through 24 Big Bazaar hypermarkets, 38 Food Bazaars and 2
Fashion Station. PRIL has a national presence with 2.6 million square feet of retail space across
24 cities.

PANTALOON: FASHION BY PANTALOON

Pantaloon is the company’s department store and part of life style retail format. In fact, PRIL
took its very initial steps in the retail journey by setting up the first pantaloon store in Kolkata in
1997. In a short time pantaloon has been able to carve a special place for itself in the hearts and
minds of the aspirational Indian consumers. The company has depth of offering for both men and
women at affordable prices. A stinking characteristic of pantaloon has been the strength of its
private label programmed. Jone Miller, Ajile, Scottsvile, Lombard, Annabelle are some of the
successful brands created by the company. With 13 stores across the country and an ever-
increasing stable of private brands, pantaloon-in the coming years is become a leading fashion
trendsetter.

YEAR EVENTS 1987 - The Company was incorporated on the 12th October, under the name of
Manz Wear Private Limited.
1991

1. The Company was converted into a Public Limited Company under the name of Manz
Wear Limited on 20th September.

2. The Company name was changed to Pantaloon Fashions (India) Limited vide certificate
of incorporation dated the 25th September.

3. The Company is engaged in the manufacture and marketing of quality Ready-made

Garments for men, including Trousers, Shirts, Denims, Blazers and Sleep Suits, at its
units located at Andheri in Bombay.

4. Lunch of BARE, the Indian jeans brand.

5. The Company's Products are being marketed under the brand name "PANTALOON" and
"BARE NECESSITIES" through a network of over 300 dealers spanning the Metro and
Class l cities in the country.

6. The Company is promoted by Shri Kishore Biyani, friends and associates.

1992

1. The Company has successfully launched the "Pantaloon" Trousers, Shirts, Denims, Sleep
Suits and other ready-made garments.

2. The Company recently made a Public Issue of 25,55,000 equity shares of Rs.10/- each for
cash at par in May. The Company has allotted 36,57,100 Equity Shares on 28th July in
consultation with the Stock Exchange Bombay.

1994

1. The Company is launching a new brand of shirts called `John Miller' at affordable prices.

2. The pantaloon shoppe – exclusive menswear store in franchisee format launched across
the nation. The Co. starts the distribution of branded garments through multi-brand retail
outlets across the nation.

1995

3. Pantaloon Fashions (India) Limited has launched "John Miller" shirts

1996

4. Pantaloons Fashions (India) Ltd.has launched the Yorker to concede with the world cup

1997

5. SThe Company has launched women's wear, children's wear and household products in
the last few months.

6. The Company has issued 10,00,000 Non-Cumulative Preference Shares Rs. 10/- each
aggregating Rs. 1,00,00,000/- on Private Placement basis.

7. Company enters modern retail with the launch of the first 8000 sq. feet store in Kolkata.

1998

1. The Company has introduced "Shrishti" range of Salwaar Kameez. The Company has
also added Knitted T-shirts to its range of products.

1999

2. The Company opened a state-of-art family store at prestigious "Crossroads", Haji Ali,
Mumbai, spread over an area of 4,500 sq. ft.

3. The name of the Company was changed with the approval of the Members to Pantaloon
Retail (India) Ltd.

4. The company has recently set up a state-of-the-art trouser manufacturing plant in

Mumbai with a capacity of 1,200 pieces per day.

5. Entrepreneurial Jadeja is setting up a joint venture sports wear company with the
promoters of Pantaloon Retail (India) Ltd.

2000

1. The company share transfer committee, have allotted 10,00,000 No. of equity shares of
Rs. 10/- each at a premium of Rs. 33/- per share on private placement basis to ICICI Ltd.
A/c. Structured Products Fund.

2. The total paid up capital of the company is 1,25,19,413 No. of equity shares of Rs. 10/-
each, ICICI Ltd. A/c Structured Products Fund will be holding 7.99% of the enhanced
share capital.

3. Pantaloon Retail (India) Ltd. has launched stainfree with Scotchgard, a new range of
formal shirts and trousers.

2001
1. Retail major pantaloons has forged an alliance with Arvind Mills for the supply of Fabric
and apparel for its in-house brands.

2. Finalised a leasing deal to occupy 50,000 sq ft of space for Rs 25 lakh

3. Issue of 4 million equity shares of Rs.10/- each to the Promoters of the company on a
preferential basis at a price as per SEBI Guidelines.

4. Tied up with Andhra Pradesh Handloom Weavers’ Co-operative Society and National
Institute of Fashion Technology.

2002

1. Pantaloon Retail India Ltd has informed that the Board of Directors of the company has
allotted 40 lac equity shares to the promoters and their associates on preferential basis at
a price of Rs.31.50 per share.

2. Promoters sell 584098 shares

3. Pantaloon has launched a range of the movie-specific merchandise such as notebooks,

folders, pens, mouse pads etc.

4. Incidence of fire occurred at one of ATM centre in Maheshwari Plaza Mall/Big Bazaar at
Abids, Hyderabad.

5. Preferential Issue of 8,65,000 Equity shares of Rs.10 each at a premium of Rs.40 per
share to Promoters & Associates.

2003

1. Allotment of 8,65,000 equity shares to the promoters and their associates on preferential
basis at a price of Rs.50/- per shares as approved by the members of the company at their
meeting held on December 20, 2002

2. Change of Registered Office from 'Pantaloon House', G-11, MIDC, Cross Road A,
Andheri (East), Mumbai - 400 093 to 'Knowledge House', Off. Jogeshwari-Vikhroli Link
Road, Shyam Nagar, Jogeshwari (E), Mumbai - 400 060 w.e.f. January 31, 2003.

3. Acquires the trademark and exclusive licensing rights for apparel brand Norules in India,
from US-based Norules Inc

4. Forged an alliance with ICICI Lombard to offer one year free insurance cover to
customers acquiring gold from Gold Bazaar.

5. Teams up with Italian apparel behemoth Moda & Musica to market its casual sportswear
brand UMM in the domestic market
6. Received a letter from ICICI Venture Funds Management Company Limited, in which
they have stated that they have sold 2,71,083 shares aggregating to 2.04 % of the total
paid-up capital of the Company as on September 12, 2003.

7. ICICI Venture Funds Management Company Ltd. sells 279900 equity shares of the
company, bring down the stake in the company to 3.37 % (449017 shares)

8. Board approves a proposal to allot 9.5 lakh shares (of Rs 10 each) to promoters and
associates at premium of Rs 102 per share.

9. Promoters sell 4.6% stake of the company

10. Pantaloon Industries Ltd. acquires 3,00,000 shares aggregating to 1.57% of the paid up
equity share capital of the company

11. American Funds Insurance Series Global Small Capitalization Fund have acquired
2,09,500 shares of Pantaloon Retail India Ltd. representing 1.152% of the total paid up
capital of the Company

2004

1. Pantaloon Retail (I) Ltd. enters into Strategic alliance with Arvind Brands Ltd.

2. Pantaloon Retail calls off strategic alliance with Arcus Ltd

3. Appoints Mr. Ved Prakash Arya as Chief Operating Officer. Mr. Arya will take charge of
the retail operations of the company.

4. Ties up Arvind Brands Ltd for Ruf & Tuf brand at its Big Bazaar outlets across the
country

5. Pantaloon Retail (India) Ltd has signed a memorandum of understanding (MoU) with
K.J. Somaiya Institute of Management & Research Studies to offer a specialised course in
retail management

6. Pantaloon join hands with Unitech for home stores chain

2005

1. The Pantaloon Retail has made an offer under Regulation 10 of the SEBI (SAST)
Regulations to the Public shareholders of Galaxy Entertainment Corporation Ltd ("Target
Company") to acquire upto 2,542,400 fully paid equity shares of Rs 10/- each,
representing in the aggregate 20% of the Post issue voting capital at a price of Rs 51/-
 (Rupees Fifty One only) per share ("the Offer price") payable in cash subject to the terms
& conditions mentioned.

2. Pantaloon sets up restaurant at Bangalore Central Hall

2006

1. Pantaloon Retail enters into an agreement with CapitaLand Singapore

2. Pantaloon Retail join hands with management schools across the country

3. Pantaloon Retail India Ltd has launched its newest retail venture `Depot'

4. Pantaloon Retail - Strategic alliance agreement with Ruchi Soya Industries

5. Pantaloon Retail signed MOU with Blue Foods on July 31, 2006

6. Pantaloon Retail signs MOU with Manipal Health Systems on August 05, 2006.

2007

1. Pantaloon Retail India Ltd has entered into a 50:50 joint venture (JV) with Axiom
Telecom LLC, UAE, to do sourcing and wholesale distribution of mobile handsets,
accessories and setting up service centres and Authorised After Sales Service Centres for
mobile handsets in India.

2. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and emerging Retailer of the year award at the World
Retail Congress held in Barcelone.

2008

1. Pantaloon Retail (India) Ltd. has appointment Mr. Deepak Tanna as Deputy Company
Secretary and he shall be Compliance Officer with immediate effect.

2. Pantaloon Retail has inked a 50-50 joint venture pact with French apparel firm Celio to
add to its garment retailing in India.

3. The Company has issued Bonus Shares in the Ratio of 1:10.

4. Pantaloon retail joins hand with French firm.

BIG BAZAAR
Big Bazaar was launched in September, 2001-by first generation entrepreneur KISHORE
BIYANI - with the opening of its first four stores in Calcutta, Indore, Bangalore, and Hyderabad
in 22 days. Within a span of ten years, there are now 148 Big Bazaar stores in 80 cities and
towns across India.

Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a
wide range of merchandise including fashion and apparels, food products, general merchandise,
furniture, electronics, books, fast food and leisure and entertainment section.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now
present within every Big Bazaar as well as in independent locations. Most of the Big Bazaar
stores are multi-level and are located in stand-alone building in city centre as well as within
shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led
primarily by fashion and food products.

Big Bazaar is a part of FUTURE GROUP and is owned through a wholly owned subsidiary of
Pantaloon Retail India Limited, that is listed on Indian stoke exchanges.

(MOHAN JADHAV set a national record at Big Bazaar SANGLI with a Rs. 1, 37,367 shopping
bill.) Web site = http://bigbazaar.futurebazaar.com/indexBigBazaar.jsp

TIME LINE ACHIEVEMENTS OF BIG BAZAAR

2001

1. Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad
2002

1.
2. Big Bazaar - ICICI Bank Card is launched.
3. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at
High Street Phoenix

2003

1. Big Bazaar enters Tier II cities with the launch of the store in Nagpur
2. Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon

2004

1. Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar
awarded the country’s most admired retailer award in value retailing and food retailing
segment at the India Retail Forum
2. A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million
turnover on a single day

2005

1. Initiates the implementation of SAP and pilots a RFID project at its central warehouse in
Tarapur
2. Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers
to exchange household junk at Big Bazaar
3. Electronic Bazaar and Furniture Bazaar are launched

2006

1. Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping
bill. The Sangli farmer becomes Big Bazaar’s largest ever customer.
2. Big Bazaar launches Shakti, India’s first credit card program tailored for housewives
3. Navaras – the jewellery store launched within Big Bazaar stores

2007

1. The 50th Big Bazaar store is launched in Kanpur

2. Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping
portal
3. Big Bazaar initiates the Power of One campaign to help raise funds for the Save The
Children India Fund
4. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of the Year award at the
World Retail Congress held in Barcelona.

2008

1. Big Bazaar becomes the fastest growing hypermarket format in the world with the launch
of its 101st store within 7 years of launch
2. Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
3. Big Bazaar joins the league of India’s Business Superbrands. It is voted among the top
ten service brands in the country in the latest Pitch-IMRB international survey

2009

1. Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique
initiative to offer meals to visitors and support local social organisations
2. Big Bazaar captures almost one-third share in food and grocery products sold through
modern retail in India
3. Big Bazaar opens its store in Assam at Tinsukia.

2010

1. Future Value Retail Limited is formed as a specialized subsidiary to spearhead the

group’s value retail business through Big Bazaar, Food Bazaar and other formats.
2. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.
Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop
3. Big Bazaar connects over 30,000 small and medium Indian manufacturers and
entrepreneurs with around 200 million customers visiting its stores.
MARKETING MIX OF BIG BAZAAR
1. PRODUCT = Big Bazaar offers a wide range of products which range from
apparels, food, farm products, furniture, child care, toys, etc of various brands like
Levis, Allean solly, Pepsi, Coca-Cola, HUL, ITC, P&G, LG, Samsung, Nokia, etc.
Big Bazaar also promotes a number of in house brands like: DJ&C, Tasty Treat,
Clean Mate, Sensei, Care Mate, Koryo and 44 other brands.

2. PRICING = The pricing objective at Big Bazaar is to get “Maximum Market

Share”. Pricing at Big Bazaar is based on the following techniques:

1. Value Pricing (EDLP-Every Day low Pricing) – Big Bazaar promises consumers the
lowest available price without coupon clipping, waiting for discount promotions, or
comparison shoping.

2. Promotional Pricing = Big Bazaar offers financing at low interest rate. The concept of
psychological discounting (Rs. 99, Rs. 49, etc) is also used to attract customers. Big
Bazaar also caters on Special Events Pricing (close to Diwali, Gudi Padva, and Durga
Puja).
3. Differential Pricing = Differential pricing i.e. difference in rate based on peak and non-
peak hours or days of shopping is also a pricing technique used in Indian retail, which is
aggressively used by Big Bazaar. e.g. Wednesday Bazaar

4. Bundling = It refers to selling combo-packs and offering discount to customers and lead
to increase sales. Big Bazaar lays a lot of important on bundling. E.g. 3 Good Day family
packs at Rs. 60 (Price of 1 pack = Rs. 22) 5kg oil +
5kg rice + 5kg sugar for Rs. 599

1. PLACE = The Big Bazaar stores are operational across three formats –
hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000
-20,000 sq ft and the super centers set up over 1 lakh sq ft. currently Big Bazaar
operates in over 34 cities and towns across India with 116 stores. Apart from the
Metros these stores are also doing well in the tier II cities. These stores are
normally located in high traffic areas. Big Bazaar aims at starting stores in
developing areas to take an early advantage before the real estate value booms.
Mr. Biyani is planning to invest around Rs. 350 crore over the next one year
expansion of Big Bazaar. in order to gain a competitive advantage Big Bazaar has
also launched a website www.futurebazaar.com , which helps customers to orders
products online which will be delivered to their doorstep. This helps in saving a
lot of time of its consumers.

2. PROMOTION = The various promotion schemes used at Big Bazaar include:

1. “Saal ke sabse saste 3 din”

2. Hafte ka sabse sasta din “Wednesday Bazaar”

3. Exchange Offers “Junk Swap offer”

4. Future card (3% discount)

5. Shakti card

6. Advertisement (Print ad, TV ad, radio)

7. Brand endorsement by M.S. Dhoni and Asin

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

8. “Keep West-aSude. Make a smart choice!”

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

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

PEOPLE

1. Well trained staff at stores to help people with their purchases

2. Employ close to 10,000 people and employ 500 more per month.

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

4. Use scenario planning as a tool for quick decision making multiple counters for
payments, staff at store to keep baggage and security guards at every gate, makes for a
customer-friendly atmosphere.

1. PROCESS = Big Bazaar places a lot of important on the process right from the
purchase to the delivery of goods. When customers entre the stores they can add
the products they which to purchase in their trolley from the racks. These are
multiple counters where bill can be generated for purchases made. Big Bazaar
also provides delivery of products over purchase of Rs. 10,000

2. PHYSICAL EVIDENCE = Products in Big Bazaar are properly stacked in

appropriate racks. These are different departments in the store which display
similar kind of products. Throughout the store there are boards/written display put
up which help in identifying the location of a products. Moreover boards are put
up above the products which give information about the products, its price, and
offers. Big Bazaar stores are normally “U shaped” and well planned & designed

MARKETING STRATEGIES
Segmentation, targeting, and positioning together are comprise a three stage process. We

3. Determine which kinds of customers exist,

4. Select which ones we are best off trying to serve,

 5. Implement our segmentation by optimizing our products/services for that segment
and communicating that we have made the choice to distinguish ourselves that
way.

5. SEGMENTATION = Segmentation involves finding out what kinds of consumes with

different needs exist. In the auto market, for example, some consumers demand speed and
performance, while other are much more concerned about roominess and safety. In
general, it holds true that “you can’t be all things to all people,” and experience has
demonstrated that firms that specialize in meeting the needs of one group of consumers
over another tend to be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as

income, gender, education, location (Rural vs. Urban, East vs. West),
ethnicity, and family size. Campbell’s soup, for instance, has found that
Western US consumers average prefers spicier soups-thus, you get a
different product in the same cans at the East and West coasts. Facing flat
sales of guns in the traditional male dominated market, a manufacturer
came out with the lady Remington, a more compact, handier gun more
attractive to women. Taking this a step farther, it is also possible to
segment on lifestyle and values.”

2. Some consumers want to be seen as similar to others, while a different

segment wants to stand apart from the crowd.

3. Another basis for segmentation is behavior. Some consumers are “brand

loyal” i.e. they tend to stick with their preferred brands even when a
competing one is on sale. Some consumers are “heavy” users while others
are “light” users. For example, research conducted by the wine industry
shows that some 80% of the product is consumed by 20% of the
consumers-presumably a rather intoxicated group.

4. One can also segment on benefits sought, essentially by passing

demographic explanatory variables. Some consumers, for example, like
scented soap (a segment likely to be attracted to brands such as Lrish
spring), while others prefer the “clean” feeling of unscented soap (the
“lovely” segment). Some consumers use tooth paste primarily to promote
oral health, while another segments more interested breathe freshening.

TARGETING
 In the next step, we decide to target one or more segments. Our choice should
generally depend on several factors:-

1. How well are existing segments served by other manufactures? It will be more difficult to
appeal to a segment that is already well served than to one whose needs are not currently
being served well.

2. How large is the segment, and how can we expect it to grow?

3. Do we have strengths as a company that will help us appeal particularly to one group of
consumers?

3) Big Bazaar targets higher and upper middle class consumers.

4) Big Bazaar specifically targets working women and home makers who are the
primary decision makers. It is part of Big Bazaar’s new GUERRILL Marketing Strategy.

5) GUERRILL force is divided into small groups that selectively attack the target
at its weak points. GUERRILL marketing is just one of the strategies and surely one can learn a
lot from the ongoing battle, especially people interested in marketing/marketing techniques.

POSITIONING

Positioning involves implementing our targeting. For example, Apple computer has chosen to
position itself as a market of user-friendly computers.

SEGMENTATION

IDETIFYING MEANING
FULLY DIFFERENT
GROUP OF
CONSUMERS
 TARGETINHG

PRODUCT PRICE

SELECTING WHICH
SEGMENT(S) TO SERVE

POSITIONING

DISTRIBUTION IMPLEMENTING
CHOSEN IMAGE AND
APPEAL TO CHOSEN
SEGMENT
PROMOTION

ORGANIZATION HIERARCHY CHART

Store Manager

Assistance Store Manager

 Dept HR Visual Administr Info Sales
Merchandising
Manager Manager Merchandising ation Manager

ADM Maintenance Security Cahier

Asst DM Maintenance

Team House
House
Leader Keeping
Keeping

Team
Member
CSD Marketing

BIG BAZAAR FAMILY CENTRE (Ambience Mall, VK)

Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar
scores over other stores is its value for money proposition for the Indian consumer s. At Big
Bazaar, one can get the best product at the best prices- that are what the guarantee. With the ever
increasing array of private labels, it has opened the doors into the world of fashion and general
merchandise including home furnishing, utensils, crockery, cutlery, sports goods and much more
at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add mush
more to complete the shopping experience. Food is the main shopped for category in this store.
This Big Bazaar is the largest store in India.
It is the 148th store under BIG BAZAAR hyper market chain of FUTURE VALUE RETAIL
LIMITED with the space of 12,000 sq feet. It is the biggest BIG BAZAAR store in India. It
provides the good service and product availability with modern look and with great ambience.

It is located in the AMBIENCE MALL on the side of NELSON MANDELA ROAD,

VASANT KUNJ in south Delhi, a prime location in Delhi with high and rich class people live
around.

The Ambience Mall is in between the DLF PROMENADE (left) and the showroom of
MARUTI SUZUKI (right)

As the Ambience Mall is located at the prime place has more number of consumer s visit to the
mall and BIG BAZAAR FAMILY CENTRE.

The employee strength is more than 450+ including staff of back office, sales representative on
the floor and security staffs – offering consumer s the best service with large availability of the
product in varied range including the FOOD BAZAAR, LIVE KITCHEN, and FRESHLY
BAKED with distinguished assortment and service.

LINES OF BUSINESS OF THE ABOVE STORES

Food Furniture Fashion Live Kitchen

Home solution General Merchandise Books & Music Plastics

Beauty Products Utensils Electronics items

Footwear Furniture Jewelry

Vegetables Kids items Carry bags

WORK PROFILE DURING TRAINING
1. SEL (Shelf Edge Label) Project = it also known by acronym ESL , is a system
used by retailers for displaying product pricing on shelves. Typically, electronics display
modules are attached to the front edge of retail shelving. These modules use Liquid
Crystal Display (LCD) or similar technology to show the current price to the consumer .
A communication network allows the price display to be automatically up-date whenever
a product price is changed. This communication network can be based on radio, infrared
or even visible light communication. Automated ESL system reduces pricing
management labor costs and improves pricing accuracy.
2. SIGNAGE = Signage is the best way to communicate with the consumer s in
the store. Through signage we try to inform, educate, and sometimes instruct
consumer s visiting our store. As time passes, the consumer s start associating
this signage with the store design. In case of a chain of stores like ours, a
standard signage design will make consumer s feel at home in any store they
visit.standard signage design will make consumer s feel at home in any store
they visit.

3. BEST BUY = Purchase that offers an optimal combination of delivery, price, quality
and other benefits in meeting a buyer’s specific need.
SALESMAN = A man who is employed to sell merchandise in a store or a designated
territory. I worked as a salesman, If any one of team member would absent.

4. FIFO = It is an acronym for FIRST IN, FIRST OUT. This expression describes the
principle of a queue processing technique or servicing conflicting demands by ordering
process by first-come, first-served behavior: what comes in first is handled first, what
comes in next waits until the first is finished.

5. PHYSICAL INVENTORY = It is a process where a business physically counts its entire

inventory. A physical inventory may be mandated by financial accounting rules. 4 days
out of 7 days in a week PI activity happens in Big Bazaar. This was a very tough work for
me.

6. DRAWING COMPETITION = I conducted a drawing competition for 5 years to 10

years kids in kids section. I was collected all drawing sheets from kids and later on I also
distribute the price among kids.

7. FLOOR MAINTAIN = there are lots of shelves & beans in Big Bazaar. All the shelves
and beans should be full with products any time during working hours. Facing of the
product should be in proper shape. If the shelves or beans are vacant due to sell all the
product than shelves or beans must be full with other products with in less spam of time.

8. MARKETING = Maintaining consumer database, Monitoring promo scheme,

Interaction with the consumers while promotional scheme, Monitoring the people who
are involved in leaflet activity. Arranging the Kitchen Mela Festival.
KEY LEARNINGS
1. I learned how to handle the work pressure when you have to complete all your work
before going to home.

2. How to talk to consumer if consumer is getting aggressive.

3. First listen properly of your in front people.

4. I complete all the work within time limit which I commit.

5. I improve my listing skills and patience.

6. I learn how to solve the problem. Your solution must be win-win situation for both the
party.

7. Do not get angry if consumer is abusing you. Treat this situation kindly and humbly.
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
RESEARCH DESIGN

The research work is exploratory in nature, and is meant to provide the basic information required by

research objectives. It is a preliminary study based on primary data and the findings can be consolidated

after a detailed conclusive study has been carried out.

Technology and customers tastes and preferences plays a vital role in today’s generation. Research

Methodology is a set of various methods to be followed to find out various information’s regarding

market strata of different products. Research Methodology is required for every industrial service

industries for getting acquire knowledge of their products.

AREA OF STUDY:

The study is exclusively done in the area of marketing. It is a process requiring care, sophistication,

experience, business judgment, and imaginationfor which there can be no mechanical substitutes.

SAMPLING DESIGN:

The convenience sampling is done because any probability sampling procedure would require detailed

information about the universe, which is not easily available further, it being an exploratory research.

SAMPLE PROCEDURE:

In this study “judgmental sampling procedure is used. Judgmental sampling is preferred because of some

limitation and the complexity of the random sampling. Area sampling is used in combination with

convenience sampling so as to collect the data from different regions of the city and to increase reliability.

SAMPLING SIZE:

The sampling size of the study is 200 users.

DATA COLLECTION :
Data is collected from various customers through personal interaction. Specific questionnaire is prepared

for colleting data. Data is collected with mere interaction and formal discussion with different

respondents

TOOLS & TECHNIQUES: -

The market survey and the techniques for marketing and investment of finance is carried out by

physically interacting with the potential customers in big bazaar.

OBJECTIVE OF STUDY

1. To analyze consumer buying behavior in BIG BAZAAR FAMILY CENTRE

RESEARCH PROBLEM

1. Is BIG BAZAAR means product price is less than market price?

2. Is BIG BAZAAR only for food items?

SCOPE OF STUDY
The market survey has done not only on the floor of Big Bazaar but also outside the Big Bazaar.
The reason of outside survey is, what comes in mind of consumer when they hear Big Bazaar
word. What the consumer think about Big Bazaar that attract the consumer to Big Bazaar. One
can better understand consumer buying behavior by go through this project. The project
encompasses the various behavior of consumer, their pre, and post behavior of how they do their
purchase. There is also overview of the consumer’s attraction toward Big Bazaar Family Centre,
mostly consumer perceptions are changing, and most of the consumer now prefers modern (i.e.
organized sector) outlets. The project work involves specific guidelines for the Big Bazaar and
helps to understand better the consumer behavior in the Big Bazaar Family Centre.

RESEARCH DESIGN
It is the plan and structure of investigation so conceived as to obtain answers to research
questions. The plan is the overall scheme or program of the research. it includes an outline of
what the investigator will do from writing hypothesis and their operational implications to the
final analysis of data.

This research study is quantitative study, because for this research I conducted a small survey.
We picked some people randomly and talked to them on my topic.

My instrument is questionnaire. In that questionnaire there are 11 questions.

I had very short time duration. There are some reasons behind short time duration. First is I had
lots of works. Second is after summer training I have 2nd semester final paper so I must have to
study.

There is some limitation in my research. I am a student so I have limit pocket money and second
is hectic schedule of office and personal life. Some time I failed to balance my personal life and
professional life.

This research based on Descriptive study. Descriptive study is concerned with finding out who,
what, where, when, or how much.

The method of data collection based on communication study. It means all the data are
collected through consumer responses by personal interaction in Big Bazaar Family Centre and
outside.

The collection of data is from primary source. Primary source mean all the data collected
through questionnaire. The questionnaire is through common instrument collecting primary
collection. I collected the data through questionnaire from different small eating joints.

Sampling Procedure

1. Sample unit – Consumer visiting to Big Bazaar Family Centre and outside the Big
Bazaar.

2. Sample size – 50 respondent

3. Sampling method – random sampling method

DATA ANALYSIS
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the
goal of highlighting useful information, suggesting conclusions, and supporting decision making.
Data analysis has multiple facts and approaches, encompassing diverse techniques under a
variety of names, in different business, science, and social science domains.

To evaluate the “consumer buying behavior” in Big Bazaar Family Centre, Ambience Mall,
Nelson Mandela road, Vasant Kunj, the response of 50 consumers are analyzed with the help of
bar graph on various categories of the questions asked through questionnaire. The survey was
done on the floor of Big Bazaar Family Centre and outside of that. The responded of all
consumers are different. The critical analysis of the various questions is mentioned below in the
following pages.

1. From which sector do you often purchase your needed items?

Organized sector Unorganized sector Both of them

The above picture clearly indicates that Indian consumer now prefer to buy the essential
commodities from organized (retail) sector. The reasons could be anything like there all lots of
variety of producys and brands are available, they might spend some time with their family on
weekend, and they could purchase all the needed items under one umbrella. The picture of
unorganized sector is getting (DUNDLA). There are 40 consumers out of 50 go to organized
sectors to buy their essential items. It is a good sign of retail sector which in growing rapidly and
lots of outside investor want to put their money in retail sector if Indian govt. may allow them to
invest.

2. How do you come to know about Big Bazaar Family Centre?

 Friends Family Advertisements Spouse Other sources

Advertisement is the best medium to attract the consumers towards the Big Bazaar Family
Centre. This advertisement could be print media and electronic media. 18 out of 50 consumers
get information about Big Bazaar Family Centre through advertisement. Other sources are also
effective for disseminate the information about Big Bazaar Family Centre. It could be mall
branding or radio advertisement.

All the above information extract from above picture.

3. Why do you prefer to make your purchase in Big Bazaar Family Centre?

Ambience Availability/Variety Quality Service Price

When I was conducting my survey on buying behavior of consumer at Big Bazaar Family Centre
I come across Big Bazaar means discount & offer. These both the words are relate to price. In
layman language Big Bazaar means price. The above picture indicates the same thing. 16 which
is the highest number out of 50 consumers buy their needed article due to less price form
unorganized sector. Retail sector is invention of modern thought so that it has ambience. Second
highest number has ambience.

4. How frequently do you visit Big Bazaar Family Centre?

Twice in a week Once in a week During special offer

Whenever the need arises
The picture shows that whenever the need arise consumer visit Big Bazaar Family centre. They
rarely think any offer or discount. They also purchase their commodity in large quantity. 20 out
of 50 consumers come in this category. There are only 5 consumers who come to Big Bazaar
Family Centre twice in a week. Either they come for shopping or just spend their some time. The
purchase quantity of these consumer is lesser than 20 consumer category.

5. What time of day do you prefer to purchase in Big Bazaar Family Centre?

Morning Noon Evening Night Anytime is ok

When I was child I usually purchase my father purchase needed item at evening or night. In my
perception shopping time is evening time. in the above picture noon, evening and anytime is ok
all are very close competitors. According to consumer evening time is the perfect time for
shopping. I my point of view from noon to evening is the suitable time for shopping and perfect
time for business. Morning time is not good time for shopping. In big cities shops are generally
open at 11:00 am so morning time almost has been finished, so the business starts from noon.

6. Which offer influence you to purchase more at Big Bazaar Family Centre?

Monthly Bachat Bazaar Big day Wednesday Bazaar

Weekend Offer Promotional Scheme

Special discount offer Not applicable

Big Bazaar is open all days in a week. The total sale of Wednesday was lest as compare to other
week day, when Big Bazaar was in childhood age. The management body of future group took
some initiative to enhance the total sale on Wednesday. They brought a totally new concept i.e.
Wednesday Bazaar (chipest day of the week). This concept is very successful. On Wednesday
there are more discount and offer than weekend days. 15 out of 50 consumers come to Big
Bazaar Family Centre on Wednesday. Promotional scheme is not mush successful as any other.
The reason is miss communication between back office employees and floor person.

7. Which category of products do you prefer to buy frequently?

Ethnic wear Utensils Cosmetics Footwear

Electronic Food Other
Big Bazaar is famous for food items. Consumers buy food item frequently. According to survey
report food items in Big Bazaar is more chipper than unorganized shops. There are lots of brands
of one item and wide range of variety of product available in the Big Bazaar Family Centre.
Ethnic wear also has magnate that attract consumer toward it. It has second position according to
above mention picture. 40% consumers visit Big Bazaar Family Centre to buy food items. It
indicates food may be synonyms of Big Bazaar Family Centre.

8. What do you normally look for in a product?

Durability Prestige Style Uniqueness Price

Offers Quality
Quality is collection of features and characteristics of a product that contribute to its ability to
meet given requirements. Each and every consumer prefers fewer prices with good quality in
product. Quality matters everywhere. in Big Bazaar Family Centre consumers look quality in
product. 30% out of 100% consumers look quality in product, price don’t matter for them.
Second thing is durability that consumers look into product after quality. Offer has less number
of supports of consumers. If any item that is really essential for consumers so they don’t look for
offer they buy due to their quality or durability.

9. How is the brand and product availability at Big Bazaar Family Centre?

Excellent Very good Good Average Poor

Big Bazaar Family Centre provides wide range of variety of Indian and International Items. The
sales ratio of Indian items is more than international items. The above mention picture says that
the brand and product availability in store is very good. There are five consumers who think that
this is poor. The reason is they search those products which are not available in unorganized
sector.

10. What is the best part that distinguishes Big Bazaar Family Centre from other retail
stores?

Quality Price Ambience Offer Location

Big Bazaar Family Centre is price conscious. It provides the entire product on fewer prices as compare to
other retail store. This information extract from above mention picture. 30% consumers agree on that.
Only 10% consumers compare this store by ambience. The comparison by offer and location are
approximately the same.

11. What is the response of sales representative in Big Bazaar Family Centre?

Best Better Good Poor

The response and the way they (sales representative) interact with consumers are good. 50%
consumers agree on this point. It also indicates that they are happy with their work and also
motivated by them shelves or from company. Only 4% consumers sys it has poor response. it is
negligible form company point of view and from researcher point of view too. It also indicates
consumers are happy with this store.

SUMMARY OF FINDING
1. In 21st century era people are very busy at their work. They has less time for their
personal life. They want to purchase their daily needed essential items under one roof, so
they prefer to visit organized sector for their shopping.
2. Media is a very effective way to disseminate information around the world. Most of the
consumers heard Big Bazaar sound or see Big Bazaar word on either electronic media or
print media. In conclusion advertisement is a great magnate that attracts consumers
towards Big Bazaar.

3. Big Bazaar is a synonym of price. A great number of consumers prefer their shopping at
Big Bazaar due to chip price of products.

4. When need arise for daily requirement commodity they visit store. They don’t much
think about discount or offer, but they also purchase those items which has discount and
offers.

5. Evening time is great time for shopping. There is little margin between noon and evening
choice. In evening time store look like MELA.

6. Consumers prefer to do their shopping at Big Bazaar either on Wednesday or weekdays.

If we compare between these two days we find that Wednesday is mush popular than
weekday. The reason is there are lots of offer and discount on Wednesday Bazaar.

7. Food department has largest contribution on total sale of store. Consumers frequently
purchase food items from this store. Ethnic wear comes on the second slot.

8. Consumers are very conscious about quality of the product. They also look for durability
of the product. If they decide to purchase xyz item they first look it quality than durability
and in last they look for its price.

9. This store has wide range and variety of product as compare to other retail store.
Consumers have given their maximum vote to very good for availability of brand and
range of products.

10. If we make compare this Big Bazaar form other retail store we find that consumers are
compare this store on the basis of price and offer. It means this store provide good quality
of product on lesser price than others.

11. Consumer gets good response from our sales representative. It also indicates those sales
representatives are happy to work in this store.

RECOMMENDATIONS
1. Consumers are becoming price conscious they are having many options in the market
considering the consumer buying behavior at Big Bazaar Family Centre it should take
certain definite steps to retain consumers by giving those scheme discounts and better
service.

2. If a consumer doesn’t get or find their needs item floor the Big Bazaar they could inform
by written communication to the store. The written paper should be keeping either CSD
counter of exit gate. It will somehow improve the customer satisfaction label. They
would think that if I will come 2nd time I get that product definitely. It also helps to retain
the consumers.

3. During rush hour, can make provision of less paying counter so consumer who want to
purchase single product need not to give up because of long queue.

4. 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.

5. It should make different cash counter for different customers. Cash counter and credit
card payment counter should be placed differently I order to reduce the rush and save
the customer’s time. This will be a kind of motivator for the customers of Big Bazaar.

6. During the off peak hour’s 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.

7. Often many of product are not sold because of low visibility, high price so, the product
should be properly displayed and discount should be given to attract the customer to
purchase the product.

8. Consumers are not only considering price of product but also they look for durability and
quality. Big Bazaar should provide good quality and durability on low price.

CONCLUSIONS
In general sense, the most important reason for studying consumer behavior is the significant role
it plays in our lives. Much of our time is spent directly in the market place, purchasing or
engaging in other activities. A large amount of additional time is spent thinking about products
and services, talking to friends about them, and seeing or hearing advertisements about them. In
addition, the good people purchase and the manner in which they use them significantly
influence how they live their daily lives. These general concerns alone are enough to justify our
study of consumer behavior. However, many seek to understand the behavior of consumers for
what are thought to be more immediate and tangible reason.

Big Bazaar is a major shopping complex for today’s 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 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.

Big Bazaar is a hypermarket as it provides various kinds Ethnic wear, food items, electronics
items, jewellery, kitchen items etc. and many more. It competes with all the specialty stores of
different products which provide goods at a discounted rate all through the year. It holds a large
customer base and it seemed the study that the consumers are quite satisfied with Big Bazaar. As
of now there are …… in different cities of India, it seems that there is a vast growth of Big
Bazaar lying as consumers demand is increasing for Big Bazaar.

Big Bazaar is 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.

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.

APPENDICES
 “Consumer Buying Behavior at Big Bazaar Family Centre”

I am the student of PRIYADARSHINI COLLEGE, Sector - 01, Gr.Noida. As a part of my

assignment I have to complete a research project, for that I humble request you to kindly co-
operate me providing the information as per the questionnaire. I ensure you that the information
provided by you will be kept CONFIDENTIAL and only aggregate will be used in the project
report.

Questionnaire:

1. From which sector do you often purchase your needed items?

Organized Sector Unorganized Sector

2. How do you come to know about Big Bazaar Family Centre?

Friends Family Advertisements Spouse Other sources

3. Why do you prefer to make your purchase in Big Bazaar Family Centre?

Ambience Availability/Variety Quality Service Price

4. How frequently do you Visit Big Bazaar Family Centre?

Twice in a week Once in a week During special offer

Whenever the need arises

5. What time of day do you prefer to purchase in Big Bazaar Family Centre?

Morning Noon Evening Night Anytime is ok

6. Which offer influence you to purchase more at Big Bazaar Family Centre?

Monthly Bachat Bazaar Big Day Wednesday Bazaar Weekend Offer

Promotional Scheme Special Discount Period

7. Which category of products do you prefer to buy frequently?

Ethnic Wear Utensils Cosmetics Footwear Electronics

Food Other

8. What do you normally look for in a product?

Durability Prestige Style Uniqueness Price Offers

Quality

9. How is the brand and product availability at Big Bazaar Family Centre?

Excellent Very good Good Average Poor

10. What is that part that distinguishes Big Bazaar Family Centre from other retail stores?

Quality Price Ambience Offer Location

11. What is the response of Sales Representatives in Big Bazaar Family Centre?

Best Better Good Poor

Personal Details:

Customer’s Name :
Age : 16-25 26-35 36-45 Above 45

Sex : Male Female

Location :
 BIBLIOGRAPHY
1. Research is based on questionnaire

2. Suggestion from my senior, friends and relatives

3. Use of internet

4. websites

1. www.goole.com

2. www.bigbazaar.futurebazaar.com

3. www.scribd.com

4. www.slideshare.com

5. www.wikipedia.com