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Big Bzar Buying Behaviour On Customer
Big Bzar Buying Behaviour On Customer
As customers taste and preferences are changing, the market scenario is also changing
from time to time. Today’s 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 customers changing tastes and preference, 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 today’s world. Technology is one of the major factors, which is
responsible for this paradigm shift in the market. Today’s generation people are no more
dependent on hat market and far off departmental stores. Today we can see a new era in
market with the opening up of many departmental stores, hypermarket, shopper’s stop,
malls, branded retail outlets and specialty stores. In today’s world shopping is not any
more tiresome work rather it’s a pleasant outing phenomenon now.
The 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 in to 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 customer’s demand for big bazaar and the satisfaction level of
customers in big bazaar. The 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 us in knowing the present customers tastes and
preferences. It will help in estimating the customer’s future needs and wants.
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LIST OF CONTENTS
1. INTRODUCTION
2. INTRODUCTION TO SUBJECT
3. RESEARCH OBJECTIVE
4. RESEARCH METHODOLOGY
5. LIMITATIONS
7. SWOT ANALYSIS
8. SUGGESTIONS
9. CONCLUSIONS
10. QUESTIONNAIRE
11. BIBLIOGRAPHY
12. ANNEXURE
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Introduction
3
Introduction About the Company
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
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
COMPANY RESEARCH
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
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
100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively
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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 and gives a competitive edge in terms of speed
of delivery; lower inventory carrying costs and better realizations. Also, large part of
PRIL’s apparel 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
earlier) has helped in bringing down inventory levels and at the same time providing
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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
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
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
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
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
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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.
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.
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Pantaloon Retail (India) Ltd: A Company Snapshot
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
Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores
for the financial year ending June 2008. The company is headquartered in Mumbai and
national presence with 2.6 million square feet of retail space across 24 cities.
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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 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
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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
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
At Big Bazaar, you will get: A wide range of products at 6 – 60 % lower than the
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Products available in Big bazaar
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
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 (Noida ), 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 12 outlets all over the country by June
2009.
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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
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
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
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Introduction to
Subject
13
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
Retailing is the final step in the distribution of merchandise, the last link in supply chain
Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.
160,000 crore by 2008. 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 2008.
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A study by McKinsey points out that India's market for consumer goods could reach a
whopping $400 billion by 2010 - 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, 2008, estimates the retail market in India will grow from $394
billion in 2008 to $698.9 billion in 2011. 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. .
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Emerging trends in organized retailing
Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s
and Piramal’s 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 Raheja’s
Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and the Crossroads Mall set
up by the Piramal’s. 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
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
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 Narula’s - 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
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Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of
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
Though organized 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 organized 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.
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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
ORGAINSED RETAILING
Organised retailing got a leg up during 2008 with the opening of new format stores, rapid
intention of allowing a certain level of foreign direct investment in retail and the
durables, clothing and lifestyle, automobiles and telecom products. At the beginning of
this decade, organized 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
2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per
cent.
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Pantaloon Retail opens 2 Big Bazaars at Wazirpur & Inderlok Metro stations in
Noida
Pantaloon Retail (India) Limited, the country’s leading retailer, opens 2 BIG BAZAARS
in Noida . The two BIG BAZAARS are located at the Wazirpur and
hypermarket has opened at a station and Big Bazaar is proud to be the first to offer a
never-before shopping experience to the metro commuters. The national tally of BIG
BAZAAR is now at 20 taking the total tally of BIG BAZAAR in NCR region to 4.Both
BIG BAZAAR, Wazirpur & BIG BAZAAR, Inderlok have FOOD BAZAARS within the
store. This takes the national tally of Food Bazaar to 32 and total tally of Food Bazaar in
NCR to 5.
need at never before prices Shoppers for the first time will have the widest range of
products in every segment – Women’s Apparel, Men’s Apparel, Accessories like belts and
bags, Cosmetics, Gold Jewellery, Kids Wear, Stationary and Toys, Footwear, Plastics and
Home Décor products, Utensils & Home Appliances, Gift Articles, food and grocery
items.Food Bazaar will offer services like ‘Live Kitchen’ where customers can get
vegetables cut and select gravies of their choice, ‘Golden Harvest’ providing best quality
grain, pulses & spices, ‘Ready to cook’ and ‘Hungry Kya’ the ready to eat food sections.
In addition, regular Food Bazaar offerings of Grains and Provisions, Farm Fresh Fruits &
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Vegetables, Drinks & Beverages, Dairy Products, Fabric Care products, Music Cassettes
and CD’s, Chill Station, Home Care Products, Accessories, Kitchen Linen.
On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail
(India) Ltd., said, “We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations
in Noida . As has been the homemaker’s experience across the country, the store is a
support to the homemaker’s untiring effort of saving the maximum while giving the best
to her family. Our opening of the 2 stores in Noida after the runaway success of the other
stores at Gurgaon & Ghaziabad shows our commitment to this region. It also reflects the
love and affection the people of this region have showered on us!”
Living up to its motto of “Is se sasta aur accha kahin nahin", all products in BIG
BAZAAR will be available at prices lower than the MRP, often up to 60% discount. In
addition to this, various offers, discounts and promotions will be regularly held at the
store. The consumer will experience a new level of standard in price, convenience and
comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket
model will offer all of the above for both leading brands as also for its private labels.
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A layout chart of Big bazaar located at Indralok
LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
DESCRIPTION)
9. WINTER WEAR
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11. KIDS JEANS AND SHORTS
23. LUGGAGE
24. FOOTWEAR
25. SPORTS
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31. MEN SUITS AND BLAZERS
DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a place
where every one 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
KIDS SECTION – The kids section is located just at the left corner of the entrance of
big bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water
bottles are available in one part. Kid’s 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
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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.
MENS SECTION – Next to it is the men’s section that is in the center. It is divided
in to five parts. At one part men formal shirts are available. In other parts men trousers,
suits and blazers, fabrics and ethnics are available respectively. Here the price ranges
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 – lingerie’s,
ladies perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges
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
Non-Promotional scheme – There are various other products available without any
promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night
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Sports Store – At the extreme corner there is a sports store where various kinds of
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
6. Infants 6. Spices
7. Toys 7. Beverage
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11. Men’s Accessories 11.Plastics
15. Footwear
17. Luggage
From today, housewives and compulsive shoppers in Gurgaon need not step elsewhere
for shopping. With Big Bazaar, the hypermarket (discount store) from Pantaloon Retail
(India) Ltd. opening its first outlet in North India, they have a lot to choose from. Spread
over an area of around 50,000 sq ft, Big Bazaar offers a variety of products 2% to 60%
lower than the corresponding market price. After consolidating its position in 4 cities –
namely Hyderabad, Kolkata, Bangalore and Mumbai (Lower Parel and Mulund), Big
Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer, Pantaloon Retail
(India) said, "The Company was the first in India to launch a hypermarket discount store
- Big Bazaar. Seeing the tremendous response, today we are pleased to bring the same
excitement to shoppers in and around Gurgaon in the form of Big Bazaar with its variety,
26
discounts and shopping ambience. The main attraction at Big Bazaar is the product
variety. The company will stock about 1,70,000 items. In short, there is something for
everyone."
Big Bazaar has apparel and accessories for men, women and children besides Cosmetics,
Toys, Home Needs, Household Appliances, Gift items, Jewellery, Luggage, Linen, and a
lot more.
Food Bazaar, with an area of around 10,000 sq ft is also a part of Big Bazaar offering
products at wholesale rates below the MRP. To attract regular bazaar-goers, a mandi has
been created within Food Bazaar where Consumers could touch, feel, pick & choose
products. This choice has been supplemented by the provision of packaged food for the
Westernized shoppers. Food Bazaar will stock around 10,000 stock keeping units
(SKUs). These will include provisions, vegetables, fruits and fresh produce, FMCG
products, bakery products, basic staples, cereals, pulses, cooking oils, flour, spices, dry
fruits, health food, baby food, dairy products, drinks, beverages as well as ready-to-eat
and ready-to-cook product! s. There are special purchase offers and discounts worked out
with several leading brands exclusively for Food Bazaar customers making shopping at
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Research Objective
28
OBJECTIVE OF THE STUDY:
Main objective of the study is to find out the buying behavior of the customers coming in
to Big Bazaar.
There are some extensive objectives for the study which are listed below.
29
30
Research
Methodology
RESEARCH METHODOLOGY
Technology and customers tastes and preferences plays a vital role in today’s generation.
required for every industrial service industries for getting acquire knowledge of their
products.
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Area 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
sampling procedure would require detailed information about the universe, which is not
Convenience sampling is preferred because of some limitation and the complexity of the
to collect the data from different regions of the city and to increase reliability.
interaction. Specific questionnaire is prepared for colleting data. Data is collected with
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Tools of Analysis: - 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.
based on primary data and the findings can be consolidated after a detailed conclusive
Limitations
33
Preparation of a project report and concluding a research is a whole process which is
carried out in a number of steps. Therefore through out the whole process of research
there are a number of difficulties encountered by researcher, at every step. In the present
calculation.
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3. This research was done in Noida and gurgaon city only hence this
4. It was assumed that respondent have the knowledge of the choice that were
The respondent view point on the study/questionnaire purely judgment and may be
Analysis
35
ANALYSIS
The survey is done on big bazaar. Survey is done of 200 respondents of Noida 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.
36
The customers gave valuable information regarding their consumption pattern in big
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
37
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 200 respondents 50% of customers are of middle
income level that is between Rs20000 – 60000. Least number of customers visiting Big
bazaar are the higher income level people that constitute only 5%. The lower income
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level of people coming to big bazaar constitutes of 20%. 25% of people belong to no
Interpretation: Big bazaar is the hub of shopping for middle level income group
people because of its reasonable price on its each product category. The higher-level
income group people don’t prefer to do shopping in big bazaar, as it doesn’t deal with
branded products. The higher-level income group people are very status conscious and
their psychology is such type that they don’t 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 don’t like to
have any shopping experience rather they just go for near by store where they can get
their necessity goods. Even they purchase goods on a regular basis on a small quantity.
So they don’t have much interest to come to big bazaar and do shopping.
Shopping 60
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Outing 10
Both 30
Analysis: Out of the 200 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
Interpretation: From this I interpret that big bazaar is purely a shopping complex
but it also facilitates a certain kind of ambience and decorum to the people that they also
40
41
Analysis: The above graph shows that 40% of people visit garment outlet in a mall
other than that of big bazaar. 20% of people also prefer to visit food court in a mall other
than big bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar.
10% of people also go to mall for entertainment purpose. Some people that are 15% 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.
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Products mostly purchased by customers in big bazaar
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
Analysis: 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
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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
Interpretation: From this analysis I interpret that customers demand are high 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
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Below 500 11%
500-1000 16%
1000-1500 22%
1500-2000 22%
More than 2000 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
only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.
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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
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Less than half an hour 10%
Half an hour to 1 hour 30%
1 hour to 1 1/2 hours 50%
1 1/2 hours to 2 hours 40%
More than 2 hours 20%
Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents said that they spend at least 1 hour to 1 ½ hours in big bazaar. 40%
respondents also said that they spend 1 ½ 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 that’s why they spend a lot of time in shopping in big bazaar.
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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
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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
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
weekends. The infrastructure can be changed a bit in weekends so that customers can see
more products clearly and can move around comfortably. In order to bring in more
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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
during daytime while 58% of people tend to visit big bazaar during evening time.
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Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and daytime is the off peak time for big bazaar. There is more number
of people found in big bazaar during evening time than that of daytime. Probably more of
products are being sold during evening time in big bazaar than that of daytime. Big
bazaar shall provide some special offerings during daytime so that more people should
come in during daytime. 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.
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Yes 80%
No 20%
customers come to big bazaar with a planned list of products. Only 20% of people come
in to big bazaar without any planned list of products to be purchased from big bazaar.
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Interpretation: As per the data obtained from the customers of big bazaar I
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.
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Brand preference of customers in big bazaar
Yes 10%
No 50%
Depends on category 40%
Analysis: 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 don’t prepare in list of brand in advance. 40% of people told that they prepare a
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Interpretation: From this I interpret that customers don’t 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 don’t 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 it’s 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
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Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
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Analysis: 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 predecided
in advance and for some of the products customers don’t at all predecide any brand. As
per electronic goods are concerned customers predecide the brand as many branded
electronic products are available in big bazaar. The customers predecides 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.
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Cash Payment 73%
Credit Card 21%
Debit Card 6%
Mode of payment of customers in big bazaar
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Analysis: As per my study is concerned, out of the total respondents 73% of people
make cash payment in big bazaar. 21% of them uses credit card as their mode of payment
and 6% of the people makes payment in big bazaar through their debit card.
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 some times big bazaar has to wait for a
short time period as some of the customers make their payment through credit and debit
card.
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Customers’ mode of transport to big bazaar
Two-wheeler 40%
Four-wheeler 50%
Any Other 0%
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Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to
big bazaar with their own four wheelers. The second majority of people consist of people
riding two wheeler and coming in to big bazaar. Only 10% of people of the total
respondent visits big bazaar on hired vehicles. None of the customers of the total
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.
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Parking space availability in big bazaar
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
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provided for parking big bazaar. Only 10% of people say that more than adequate space is
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence it’s 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
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Yes 85%
No 15%
Analysis: Out of my total respondent of 200 customers, 85% of them say they go to
their nearby kirana store and 15% said that they don’t 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.
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Interpretation: As per the given data I analyze that most number of people tends 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
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Comparison of Big bazaar with any Kirana store
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 is 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
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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
e 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
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
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SWOT ANALYSIS
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SWOT Analysis of Big bazaar
A swot analysis is done to know the strengths, weaknesses, opportunities and threats of
any company. This analysis will explain about the strengths, weaknesses, opportunities
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Threats for Big bazaar
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Suggestions
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Suggestions
Big bazaar should provide large parking space for its customers so that they can
Big bazaar should include more of branded products its product category so as to
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 customer’s time. This will be a kind of motivator for the
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 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.
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Customer care department is needed to take proper care of customer complaints
and queries. The person sitting at the help desk of big bazaar should be able to
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Conclusion
Conclusion
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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 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
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. It holds a large customer base and it seemed from the study that the customers
are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities of
India, it seems that there is a vast growth of big bazaar lying as customers demand is
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 Noida 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.
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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 Noida 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 don’t 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 and the discounted specialty stores like
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Questionnaire
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1. How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On a unplanned basis
2. Apart from Big Bazaar do you intend to visit any other retail outlet in a
Mall?
a) Yes b) No
3. If yes then what are the other retail outlets do you intend to visit in a
mall?
a) Garment Outlet
b) Footwear Outlet
c) Food Court
d) Entertainment
e) Gift Corner
f) Jewellery and Watches store
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5. What type of products do you mostly purchase in Big Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item
c) 1 hour to 1 ½ hours
d) 1 ½ hours to 2 hours
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8. Which days of the week do you prefer to visit Big Bazaar?
a) Week days
b) Weekends
9. Which time of the day do you mostly prefer to visit Big Bazaar?
a) 10am – 6pm
b) 6pm – 10pm
Bazaar?
a) Yes b) No
11.Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes b) No
c) Depends on category
a) Cloths
b) Leather Items
c) Electronic Items
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d) Grocery
e) Gift Items
a. Price
b. Service
c. Ambience
d. Product Variety
e. Product Quality
f. Convenience
15.How would you rate the services of the sales personnel in Big Bazaar
on a 1 – 5 scale?
a. Very good
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b. Good
c. Ok
d. Poor
e. Very poor
a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other
b) Adequate
a) Yes b) No
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19.Compare your nearest Kirana store with Big Bazaar on the following
parameters.
i. Price
ii. Service
iii. Variety
iv. Quality
v. Convenience
………………………………………………………………………………..
1. Name: -
2. Age: -
3. Sex: -
4. Location/Address: -
5. Qualification: -
6. Profession: -
a) Below 10,000
b) 10,000 – 20,000
c) 20,000 – 40,000
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d) 40,000 – 60,000
85
Bibliography
86
BIBLIOGRAPHY
BOOKS-
KNOOTZO’ DONNEL
“Essentials of management concepts”
PHILIP KOTLER
“Marketing Management”
C .R. KOTHARI
“Research Methodology”
WEBSITES-
www.bigbazaar.com
www.google.com
REFERENCE-
Big bazaar outlet in Gurgaon, Noida, Gazhiabad, Indralok, and
Wazirpur.
MAGAZINE-
Business World
The Economic Times
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ANNEXURE
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Big bargains at Big Bazaar
BIG BAZAAR, the retail store at Koramangala, has an exchange offer where you can get
rid any old item and get yourself a new one. The offer is applicable to products like
utensils, plastics, footwear, luggage accessores, garments, toys, watches, glass,
electronics items, and so on. Customers can get their old household items valued. Big
Bazaar says it offers better value because old, broken utensils and plastics can be
exchanged for as much as Rs. 40 a kilo.
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What is more, consumers need not exchange their old items for similar items. They can
bring in an old piece of luggage and walk off with a salwar kameez instead. Similarly, old
shoes and can exchanged for an electric rice cooker.
Sahara-Mall-Gurgaon-front
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