A SUMMER INTERNSHIP REPORT

ON

EFFECTIVENESS OF 4 P’s IN REFERENCE TO PERSONAL SELLING AND

OTHER CHARACTERISTIC OF BIG BAZAAR

AT

BIG BAZAAR

RANCHI

A Report Submitted in partial fulfillment of the Bachelor’s Degree in Business

Administration

(St. Xavier’s College Ranchi)

BY

AAMIR SOHAIL

Exam Roll No. 12PBBA020741 Session. 2012-2015

Department of BBA
St. Xavier’s College- 834001
Ranchi

1
 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance from many
people and we are extremely fortunate to have got all along the completion of our project.

I respect and thank Mr. Vikas Kumar for giving me an opportunity to do the project work in the BIG
BAZAAR a renowned sector of the FUTURE GROUP and providing me with all support and guidance
which made me to complete the project on time. I am extremely grateful to him for providing such a
nice support and guidance through he had such a busy schedule.

I would no forget to remember Mr.Abhijit Dey H.O.D of B.B.A dpt, St.Xavier’s College Ranchi for
providing me with an opportunity to do my internship in The Big Bazaar.

I am thankful to and fortunate enough to get constant encouragement, support and guidance from all the
employees of Big Bazaar who helped in successfully completing the project work. Also ,I would like to
extend my sincere regard to all the sales boy and girls for their co-operation.

Al last not forgetting my family and friends, who where always beside me all along completion of my
projects.

AAMIR SOHAIL

B.B.A 3rd YR

2
 CERTIFICATE

This is to certify that AAMIR SOHAIL, Class Roll no – 1158, Exam Roll no – 12PBBA020741,
Semester – VI has completed the project report on “Effectiveness of 4 P’s in reference to personal
selling and other benefits” at Big Bazaar, Ranchi in the partial fulfillment of the requirement for a
degree of Bachelor of Business Administration (BBA).

(Abhijit Dey)

Head of Department

Department of BBA

St. Xavier’s College, Ranchi

3
 CERTIFICATE OF APPROVAL

This is to certify that the undersigned have assessed and evaluated the project on “EFFECTIVENESS
OF 4P’s IN REFERENCE TO PERSONAL SELLING AND OTHER CHARACTERISTIC OF
BIG BAZAAR ,RANCHI” submitted by AAMIR SOHAIL OF part - III (Semester –VI) for the
academic year 2014-2015. This project is original to the best of our knowledge and has been accepted
for Internal Assessment.

Internal Examiner External Examiner

4
 DECLARATION

I, AAMIR SOHAIL student of BBA (Part – III) Roll No.: 12PBBA020741 hereby declare that the
project titled “EFFECTIVENESS OF 4P’s IN REFERENCE TO PERSONAL SELLING AND
OTHER CHARACTERISTIC OF BIG BAZAAR,RANCHI’’ submitted by me for Semester – VI of
the academic year 2014-15, is based on actual work carried out by me under the guidance and
supervision of VIKAS KUMAR SINGH Marketing Head of Big Bazaar and PROF. ABHIJIT DEY . I
further state that this work is original and not submitted anywhere else for any examination.

(AAMIR SOHAIL)

Name & Signature of student

5
CONTENT PAGE NO

INDEX

EXECUTIVE SUMMARY 08

CHAPTER-1 INTRODUCTION
Introduction to retailing 09-10

Retailing industry in India 11-13

CHAPTER-2 FUTURE GROUP

History 14-16

Services offered by future group 17

Companies under future group 18

Corporate social responsibility of the future group 19

CHAPTER-3 THE BIG BAZAAR

History 20-26

The 3-c Theory of Big Bazaar 27

Floor layout 28

Product of Big bazaar 29-34

Organization structure of Big Bazaar 35

Distribution system of Big Bazaar 36

Competitors of Big Bazaar 37

Schemes and innovation 38-40

Role of Store Manager 42

Role of Sales Person 43

Merchandising and Visual Merchandising 44-45

6
CHAPTER-4 PROJECT
“EFFECTIVENESS OF 4P’s IN REFERENCE TO PERSONAL SELLING IN BIG BAZAAR’’

Objective of the study 47

Introduction 48-51

Personal selling in Big Bazaar 52-54

Benefits to Big Bazaar through Personal Selling 55

Marketing Mix and its Effectiveness in Personal Selling 56-58

SWOT Analysis 59-60

BCG Matrix on the segmentation in Big Bazaar 61-62

CHAPTER-5 FINDINGS & CONCLUSION

Impact of personal selling and hypothesis testing. 64-69

Understanding consumer behavior. 70-81

Gathering information about Big Bazaar Ranchi 82-94

Research Methodology adopted 95-98

Limitation & Overall conclusion 99-100

Annexure-

I. To know the impact of personal selling( customer) 101

II. To understand consumer behavior ( customer) 102-103
III. To know about Big Bazaar, Ranchi (employee) 104-105

Bibliography 106

7
 EXECUTIVE SUMMARY

Personal selling is one of the important means of communication that is used by almost by every
organization for attaining its objectives. In Retail business it is used as a sword for making more sales,
maintaining long term relationship and understanding consumer behavior through getting feedback.

During my Summer Internship with Big Bazaar Ranchi, which is one of the leading Retail chain Outlet
in India, the Marketing Manager’s objective was to find out whether the personal selling will have a
positive impact on the customer or not. Their idea was to find out whether more than 50% customers
have positive impact as far as personal selling is concerned, so that they can take a decision about
increasing the number of sales boys and sales.

During the first three month I also have worked like the sales boys in all the various departments of the
Big Bazaar to assess the importance of personal selling and to understand the effect of retail outlets on
consumer behavior. Only during the last month I carried out a through research both with the customers
and the employees. In the case of Customers the total sample size was 100 and in the case of employees
it was 30.

The data was analyzed and hypothesis testing is done and it was concluded that more than 50% of the
customers actually look forward to sales boys and girls for assistance and hence the number of sales
boys and girls should be increased.

8
CHAPTER-1

9
INTRODUCTION TO RETAILING
The term retailing refers to any activity that involves sale to an individual customer.

It is an interface between producer and individual consumer buying it for personal consumption.

Introduction to retailing has brought solution to many consumer related problem and aims at satisfying
the same on proper time.

Retailing sector is booming as people are becoming more aware about the product and services.

The “Customer is King” is the phase adopted by the retailing sector and conveying right production on
right time is their main objective.

10
RETAIL INDUSTRY IN INDIA
India retail industry is fifth Largest in the world, comprising of organized and unorganized sector. It is
one of the fastest growing industry in India, especially over the few years.

Initially the retail industry in India was most unorganized, the changing taste and preference of the
people is making the industry more popular and organized.

The US-Based Global Management Consulting Firm, A T Kearney in its Global Retail Development
Index (GRDI) 2012,has ranked India as the fifth most attractive nation for retail investment.

India Retail Industry is the largest employer after agriculture, employing more than 35 million people.

Retailing in India is gradually inching its way towards becoming the next boom industry. The whole
concept of shopping has altered in terms of format and consumer buying behavior, bringing revolution
in shopping in India.

Organized Retailing
(7%)

Retail Industry
Unorganized
Retailing (93%)

The changing structure of the industry is in response to global forces. There is a perspective of the
existing opportunities and the future potential areas across various segments of the retail industry. While
this sector hasn't yet been thrown open to foreign investments, the potential for the same in the future is
huge. Technology is playing an increasingly crucial role for the success of a retail venture. Retailers are
scrambling to tap the vast consumer information at their disposal using technological advancements. The
section on such initiatives in the Indian retail scenario is a must for any potential entrant and for majors
in the software industry wanting to tap the potential in this industry.

11
 Indian Retail Market Segment

5%
5%
7% Food

7% Fashion
Laser and entertainment
8% Consumer Durable
65% Health

10% Furniture
Telecom
Music
15%

Due to the increasing demand of consumers for variety and convenience under one single roof and the
concept of shopping malls started taking shape in India. Though the concept of shopping malls came
from the west, when it was introduced in India is was according to Indian taste and preferences.

Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the geographic
zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2
sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world.1.8
million households in India have an annual income of over 4.5 million (US$73,350.00).

12
Types of retail format are:-
I. MALLS

II. SPECIALITY STORE

III. DISCOUNT STORE

IV. DEPARTMENTAL STORE

V. HYPERMARKET/SUPERMARKET

VI. CONVENIENCE STORE

VII. RETAILING

Existing Retailing format in India

Branded Stores
Hypermarket
Speciality stores
Department stores
Super Market
Discount store
shopping media

13
CHAPTER-II

14
FUTURE GROUP

HISTORY
Future Group is India’s largest retailer and one the leading business in houses with the strong presence
in retail. Its founder and group CEO is Mr. Kishore Biyani.

It was founded the year 1994 and is a multiple retail format in both lifestyle and value segment of the
Indian consumer market. Its headquarter is in Mumbai.

It has 1000 store in 85 cities and60 rural location across the country and employ over 35,000 people.

Its deal in Retail, Finance and Services sector .Big Bazaar a uniquely Indian hypermarket chain, Food
Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaar. The company operates an
online portals Futurebazaar.com

Future group employs 30,000 people directly from every section of our society .we source our supplies
from enterprises across the country, creating fresh employment, impacting livelihoods, empowering
local communities and fostering mutual growth.

We believe in the ‘INDIAN DREAMS’ and have aligned our business practices to our larger objective
of being a premier catalyst in India’s consumption-led growth story. This approach remains embedded
in our ethos even as we rapidly expand our footprints deeper into India.

15
MISSION
‘’We share the vision and belief that our customers and stakeholders shall be served only by creating
and executing future scenarios in the consumption spaces leading to economic development.’’

‘’We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption
affordable for all customers segments for classes and for masses.’’

‘’We shall infuse Indian brands with confident and renewed ambition.’’

‘’We shall be efficient, cost-conscious and committed to quality in whatever we do.’’

‘’We shall ensure that our positive attitude, sincerity, humility and united determination shall be the
driving forces to make us successful.’’

VISION
‘’Future Group shall deliver Everything, Everywhere, Every time for Every Indian consumers in the
most profitable Manner.’’

16
 SERVICES OFFERED BY FUTURE GROUP

SERVING THE
UNEXPECTED
AND TIME
SAVING

DAILY
DISCOUNTS REQUIREMENT
AND OFFERS NEEDS

MAKE THE
PRODUCTS
AVAILABLE
EASILY

I. Make all the products available easily-Future Group offers all the products available under one
roof and within the reach of the customer.

II. Daily requirement needs-The products are such which caters to the day-to-day need of the
people.

III. Discounts and offers-Future Groups comes out with regular discounts and offer in order to catch
attraction of the people and retain the existing group of customer.

IV. Serving the unexpected and time saving-The products of Future Group are such which are rarely
available outside and at affordable price. The availability of different types of product under one
roof saves customers time.

17
COMPANIES UNDER FUTURE GROUP:-

FUTURE GROUP

RETAIL FINANCE SERVICES

Future Generali
Future Value Retail Future Supply
Life Insurance Co
Ltd. Chains Ltd.
Ltd.

Future
Future Human
Generali(India)
Development Ltd.
Insurance Co. Ltd.

Future Capital Future

Holdings Ltd. Media(India) Ltd.

Future Future Corporate

Venture(India) Ltd. Resources Ltd.

18
CORPORATE SOCIAL RESPONSIBILITY OF THE FUTURE GROUP:-
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 of the
leading home-grown business houses, Future Group is present across the consumption value chain.
Through millions of customers and thousand 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.

THE CATEGORISATION OF CSR ACTIVITY OF FUTURE GROUP ARE:-

INCLUSIVE GROWTH

COMMUNITY - DRIVEN DEVELOPMENT

ENVIRONMENTAL RESPONSIBILITIES

19
CHAPTER-III

20
THE BIG BAZAAR

21
HISTORY
Big Bazaar was launched in September 2001 , with the openings of its first four stores in kolkata
,Indore, Bangalore and Hyderabad. Its headquarter is in Gogeshwari, Mumbai.

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

It’s about 50,000 sq.ft. It is a part of future group, which also own a central hypermarket.

Big Bazaar is not just a hyper market; it caters to every need of your family. It implemented SAP in
2005 to run its store in most efficient manner that technology could provide.

In association with ICICI Bank, the Big Bazaar ICICI Bank credit card made its first appearance in
MAY 2002.

As an initiative it also launched Shakti, a credit card for housewives in Feb 2006.It was a new unique
card which required no income proof.

Currently Big Bazaar has 106 outlets .Its punch line is ‘’MAKING INDIA BEAUTIFUL’’

Big Bazaar is known as ‘’INDIA MANDI’’

The product offer here are best in price.

22
.PROGRESS OF BIG BAZAAR:-

2001

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

2002

Big Bazaar - ICICI Bank Card is launched.

Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street
Phoenix.

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur.

Big Bazaar welcomes its 10 million customer at its new store in Gurgaon.

2004

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.

A day before Diwali, the store at Lower Parel becomes the first to touch Rs.10 million turnover on a
single day.

2005

Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur.

Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to
exchange household junk at Big Bazaar.

Electronic Bazaar and Furniture Bazaar are launched

23
 Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its
loyal customers.

2006

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.

Big Bazaar launches Shakti, India‟s first credit card program tailored for housewives.

Navaras – the jewellery store launched within Big Bazaar stores.

2007

The 50th Big Bazaar store is launched in Kanpur.

Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal.

Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India
Fund.

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

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st
store within 7 years of launch.

Big Bazaar dons a new look with a fresh new section, Fashion at Big Bazaar.

Big Bazaar joins the league of India‟s Business Super brands. It is voted among the top ten service
brands in the country in the latest pitch- IMRB international survey.

Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provide exceptional
deals on groceries and food items during the first week of every month

2009

Big Bazaar opens its second store in Assam at Tinsukia.

24
 Big Bazaar initiates Maha-Annasantarpane program at its stores in South India – a unique initiative to
offer meals to visitors and support local social organizations.

Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in
India.

Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand ambassadors of Big
Bazaar.

Big Bazaar announced the launch of 'The Great Exchange Offer'.

Formed a joint venture with Hidesign to launch Holi, a new brand of handbags, laptop bags and other
accessories.

2010

Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the Most
Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most
Preferred Multi Brand One Stop Shop.

Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with
around 200 million customers visiting its stores.

Big Bazaar opens its third store in Kanpur at Z Square Mall.

Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise.

Ranked 6 among the Top 50 Service Brands in India

2011

Big Bazaar forays into the rural wholesale and distribution business through „Aadhaar Wholesale‟
store at Kalol, Gujarat.

Big Bazaar has come up a new logo with a new tag line: „Naye India Ka Bazaar‟.

200th store opened in India.

Future Group has launched its latest venture, Foodhall – a premium food destination across 10 metros
in India.

For the convenience of the online customers, Big Bazaar has started free shipping on all orders above
Rs.1000.

25
 Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakery products,
which would be sold exclusively at Big Bazaar stores.

2012

Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology Solutions for
IT infrastructure services that support Future Group's network of stores, warehouses, offices and data
centers.

Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India. Big Bazaar is
planning to add further value to its retail services by offering value added services like grinding, de-
seeding, vegetables cutting at free of cost.

2014

Introduce F.G.S.C card. (Future group shopping card). During the month October Big bazaar
introduce this card where the customer can do free purchase for one year. There was the slot and t&c
applied.

Board members

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Chief Executive Officer of Future Group and Managing Director, . He started off
his entrepreneurial career with manufacturing and distribution of branded men’s wear products.

In 1987, Kishore Biyani led the group’s foray into modern retail with the opening up of the first
department store Pantaloons in Kolkata. In 2001, he created and evolved a pan-Indian, class-less model
– Big Bazaar, a hypermarket chain, followed by ‘Food Bazaar’, a supermarket chain, which blended the
look, touch and feel of Indian bazaars with western hygiene. This was followed by Central, a first of its
kind seamless mall located in the heart of major India

Mr. Gopikishan Biyani, Wholetime Director

Mr. Rakesh Biyani, Wholetime Director

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director

Dr. D O Koshy, Independent Director

Ms. Anju Poddar, Independent Director

26
THE 3-C THEORY OF BIG BAZAAR:-
According to Kishore Biyani’s 3-C theory, CHANGE and CONFIDENCE among the population is
leading to in rise RISE IN CONSUMPTION , through better employment and income.

i.e. : -

RISE IN
CHANGE CONFIDENCE
CONSUMPTION

This theory simply mean that when people are confident and readily accept the change in society the
consumption pattern automatically increases. This theory explains that social awareness increases
confidence and better employment increases income (purchasing power) which bring about change and
rise in the standard of living.

BIG BAZAAR HAD DIVIDED INDIA INTO 3 SEGMENTS

INDIA ONE: The consuming class which include upper middle and lower middle class (14%
of India’s population).

INDIA TWO: The serving class people which includes people like drivers, household helps,
office persons, liftmen, and washer men (55% INDIA population) and

INDIA THREE: The struggling class (31% of India’s population)

27
 HOME
IMPROVEM
ENT
ELECTRONIC
S SECTION
UTENSIL &
CROKERY
FOOD BAZAAR

MENS APPAREALES

LADIES & KIDS WEAR

FLOOR LAYOUT OF BIG BAZAAR RANCHI.

28
PRODUCTS OF BIG BAZAAR:-

LADIES & KIDS WEAR

Ladies & kids mannequins dressed in updated trends on cubes & platforms looks attractive.

 Ladies wear
 Ladies accessories
 Ladies nightwear
 Ladies ethnic(dress materials, sari, kurtas etc)
 Ladies western
 Ladies western formals
 Ladies seasonal wear
 kids wear
 kids accessories

29
MEN’S APPARELS
Men mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the heavy
discounts entice the customer to buy the products.

 men casuals
 men formals
 men nightwear
 men seasonal wear
 men accessories
 men sport wear
 men occasional wear
 Watches and sunglass
 Luggage
 footwear

30
FOOD BAZAAR

Ab Ghar Chalaana Kitna Aasaan

Food Bazaar invites you for a shopping experience, unique by its ambience. At Food Bazaar you will find
hitherto unseen blend of a typical Indian Bazaar and International supermarket atmosphere. Flagged off in
April’02, Food Bazaar is a chain of large supermarkets with a difference, where the best of Western and India
values have been put together to ensure your satisfaction and comfort while shopping. The best of everything
offered with a seal of freshness and purity will definitely make your final buying decision a lot easier.

The Contribution of Food Bazaar to the total sales for the year

2013-14 of the store was 31% .

The space occupied by the Food Bazaar is 8076 Sq. feet out of

65043 of the total retail space i.e. 12% of the total Store retail space.

The per sq feet sales of Food Bazaar is Rs 2862.

31
HOME APPLIANCE
Comprises of few impulse buying products such as ladies hand bags and foot wears this also helps in
pushing the customer upwards in the store. Thus 3rd floor comprises of the following categories:

 ladies handbags(jute cottage is a shop in shop

 PUC (plastic, utensils & crockery)
 cook ware
 Home linen
 Music world
 Cosmetics
 toys

32
ELECTRONICS SECTION
 small appliances
 AC & geysers
 LC D/LED
 Audio
 Computer & laptops
 Refrigerators
 future money
 home lights

33
HOME IMPROVEMENT
The floor is all about making your house look good. Yes, this floor is known as home bazaar. Good
quality with heavy discounts is what attracts customers to this floor modular kitchens, bed rooms, living
room, kids room are designed in different ways to give customers the idea of how the colure schemes
changes the look of the product. There are architect service been provide so that the customers can take
the advice of the architect and plan for the purchase. This floor consists of the following:

 modular kitchens
 modular bed rooms
 modular living rooms
 kids room
 office furniture
 home improvements
 Floorings
 lockers & handles
 Mirrors
 bathroom sets

34
ORGANIZATION STRUCTURE OF BIG BAZAAR:

STORE MANAGER

ASSISTANT STORE
MANAGER

MARKETING DEPARTMENT
HEAD CASHIER ADMINISTRATOR VM MANAGER HR MANAGER CUSTOMER DESK
MANAGER MANAGER

CASHIER MAINTENANCE TEAM LEADER

HOUSE KEEPING TEAMMEMBER

SECURITY

35
DISTRIBUTION SYSTEM OF BIG BAZAAR
The path through which goods and services travel from the vendor to the consumer or payment of those
products travel from the consumer to the vendor. A distribution channel can be as short as a direct
transaction from the vendor to the consumer , or may include several interconnected intermediaries
along the way such as wholesalers, distributors, agents and retailers.

The distribution of channel adopted by Big bazaar are as follows:-

Manufacturer--------Warehouse-------Retailer-------Customer

This channel of distribution is for house products of the Big Bazaar. Eg: Buffalo , the brand of Big
Bazaar.

Manufacturer-----Warehouse-----Agent-----Retailer----Customer

This channel of distribution is for the branded products available .

Eg: Lee , Denim , etc

36
 COMPETITORS OF BIG BAZAAR

Big bazaar identifies its competitors on the basis of service, segments, products and price. Apart from all
the exclusive outlets and showrooms, all other small and big retailers are the competitor of Big Bazaar in
some manner.

In order to have the proper view the basis of competition is as under:

I. Personal care Small shops, Reliance Mart.

II. Food Reliance Fresh, upper bazaar, grocery shop

III. Farm products Reliance Mart, Reliance fresh, vendors

IV. Electronics Small to Big Vendors.

V. Furniture Furniture World.

VI. Apparels Reliance Mart, Kashmir Vastralay &others

VII. Utensils, plastics Church road & daily market.

VIII. Crockery products Upper bazaar.

37
SCHEMES AND INNOVATION OF BIG BAZAAR

WEDNESDAY BAZAAR
The concept of Wednesday Bazaar was promoted as ‘’hafte ka sabse sasta Din’’ (cheapest day of the
week).Initiated in January 2007 , the idea behind this scheme was to draw customers to stores on
Wednesdays, the day when consumer presence is usually less. According to the the chain, the aim of the
concept was ‘to give home makers the power to save the most’.

MAHA BACHAT
The concept of ‘Maha Bachat’ (Mega Saving) was to introduce in the year 2006 as a single day
campaign with promotional offer across the company outlets. Over the years, the concept ha grown to
become a six-day biannual campaign. During the campaign, offer are given in all the value formats
including Big Bazaar, Food Bazaar, Electronic Bazaar, Furniture Bazaar, Fashion Bazaar.

38
THE GREAT EXCHANGE OFFER
Introduce on 12 February 2009, ‘The Great Exchange Offer’ allows customer to exchange their old
goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand new goods from
Big Bazaar outlet across the nation.

THE PROFIT CARD CLUB

The card is made by paying amount 10,000 at one time and the customer can purchase the products from
Big Bazaar of 1,000/mnth of twelve months. i.e the card holder gets 2,000 extra benefits in a year. Big
Bazaar make the campaign by saying that ‘not any of the financial institution will gives you 20%
return

39
 T24 PROGRAM:- T24 will provide customers with a dual advantage all 24 hours of the day - „Shop
More, Talk More‟ and „Talk More, Shop More‟. Shopping and talking on our mobile phones are among
the two favorite activities for all of us in India. With T24, we have been able to develop a unique
customer value proposition that combines these interests of the aspirational Indian. Customers will get
shopping benefits for talking and talk-time benefits each time they shop. T24 ( Talk 24 ) tariff plans
reflect the competitive per-second rates being offered for pre-paid customers on Tata Teleservices
Limited‟s GSM network. In addition, customers will be rewarded with free talktime for every.

PAY BACK CARD:- At Future Group Big Bazaar, we believe in building long-lasting relationships
with customers. We encourage repeat customer visits through our unique offers and special sale days.
Future Group has taken the whole concept of customer loyalty to the next level by joining hands with
PAYBACK. PAYBACK is India‟s largest and one of Europe‟s most successful multi-partner loyalty
programs. With PAYBACK, customers can shop, save and get rewarded. This program enables
consumers to collect millions of points across online and offline partners – with just a single card.
Customers can accumulate points across Future Group formats, thereby making “shopping rewarding”.
Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and
Future Bazaar are a part of the PAYBACK loyalty program.

FGSC CARD(FUTURE GROUP SHOPPING CARD)

DURING TRAINING I CAME TO KNOW FEW TERMINOLOGIES:

40
ARTICLE NO:- Article no is printed on a label that has information about them.

BAR CODE :- Bar code is printed on a label that has information about the item to which it is attached.

POS (point of sale):- Software used in Big Bazaar.

FLAT DISCOUNT:- Availing discount.

UP TO DISCOUNT:- Min to max discount.

OFFRR PRICE:- The price set by the company.

MERCHANDISING:- Displaying the product in order to attract customer

INVENTORY:- Availability of stocks.

ORGANIZED RETAIL AND UNORGANIZED RETAIL OUTLETS

41
ROLE OF STORE MANAGER:-

Store Management refer to receiving materials to protect them while in storage from damage &
unauthorized removal, to issue materials in right quantities, at the right time to the right place and to
provide these services promptly and at least cost.

ROLE:-

I. The Store manager’s responsibilities involve supervision, marketing, profitability, and sales,
reporting, purchasing, resale pricing, inventory, service , maintenance, and other duties as
assigned by management.

II. The store manager should maintain a positive attitude that promotes team work within the
organization and creates a favorable images of the organization.

III. Establishing coordination with the other department.

IV. Advising Material manager.

V. Service to the user department.

VI. Maintaining the value of materials.

42
ROLE OF A SALE PERSON:-

A sale person is responsible for establishing relationship between store and customer .They are
directly engaged in convincing a particular customer or a group of customer to buy a product.

 Informs store manager regarding shortage of inventories.

 Hears customer’s grievances and informs store manager accordingly.

 Keeps inventories up-to-date.

 Arranges inventories in a systematic way.

 Maintain healthy environment in the store.

 Serves customers need and demand on time.

 Informs customers about the latest stock and offers.

ACTIVATION ELEMENTS OF BIG BAZAAR:-

Activation is important because it help to boost the sales of the store. It is done through the standee,
shelf display, flanges, table rack display, Mannequin. These boards are given at every section and
segments. It helps to attract the customers.

The activation elements are:-

I. Standee
II. Mannequin
III. Rack display
IV. Non-lit flange
V. Table top mannequin/rack display

43
MERCHANDISING AND VISUAL MERCHANDISING:-
Merchandising refers to display of products in correct order in order to attract customer. It deals with
displaying right product at right time and at right place.

Merchandise planning can be defined as the planning and control of the merchandise inventory of the
retail firm, in manner which balances between the expectation of the target customers and the strategy of
the retail firm.

5 RIGHTSNOF MERCHANDISING
I. RIGHT PRODUCT
II. RIGHT QUANTITY
III. RIGHT PRICE
IV. RIGHT TIME
V. RIGHT PLACE

VISUAL MERCHANDISING

Visual merchandising is defined as a non-personal in store presentation and exhibition of merchandise

along with printed forms of communication used to stimulates sales.

The purpose of such visual merchandising is to attract, engage, and motivate the customer towards
making a purchase.

TECHNIQUES OF VISUAL MERCHANDISING

V.M build upon or augments the retail design of a store. It is one of the final stages in setting out a store
in a way customers find attractive and appealing.

Many elements can be used by V.M in creating displays including colors, lighting, space, product
information, sensory inputs ( such as smell, touch, and sound), as well as technologies such as digital
displays and interactive installations.

44
COMPONENTS OF VISUAL MERCHANDISING:

I. Make Merchandising the focal point.

II. Right choice of colour is vital to attract the customers.

III. Display themes to appropriately support the product.

IV. Use of suitable signs and graphics.

V. Use of proper fragrance in store.

45
CHAPTER-IV PROJECT

 IMPACT OF PERSONAL SELLING

 UNDERSTANDING CONSUMER BEHAVIOUR

 GETTING CLEAR IDEA OF RETAIL OUTLET OF BIG BAZAAR RANCHI.

46
OBJECTIVE OF THE STUDY
The objective behind doing this project was to focus on certain aspect of market and retail which where
not paid the required amount of attention. The objectives must be clear behind any research work. There
are certain objectives behind this project too, they are:

 To understand what is personal selling.

 To understand personal selling in context to Big Bazaar.
 To get clear idea of retail outlet.
 To understand the elements of marketing mix in Big Bazaar.
 To understand the effectiveness of marketing mix in reference personal selling in Big
bazaar
 To understand the impact the personal selling had on customer and the behavior of
customer in Big Bazaar.

RESEARCH PROBLEM
Every research is done with the purpose of solving a problem. In my case, my research problem was that
the management of Big Bazaar want to promote more personal selling i.e. increasing the number of sales
boy and girl but their idea was to find out whether more than 50% customers have positive impact as far
as personal selling is concerned, so that they can take a decision about increasing the number of sales
boys and sales girl. So, I was doing a research of assessing the impact of personal selling on the
customer of Big Bazaar, Ranchi.

47
INTRODUCTION
Personal selling is a promotional method in which one party( e.g salesperson) uses skills and techniques
for building personal relationships with another party.( e.g , those involved in a purchase decision) that
result in both parties obtaining value.

Personal selling is an important aspect in Big Bazaar, as it is solly responsible in building good customer
and employee relationship .At the purchase of every product a customer needs a personal touch from the
seller side in order to rely on to it.

For this we had to know about the marketing mix of Big Bazaar which are as follows-

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, Allen Solly, Pepsi, Coca-Cola, HUL, ITC,
P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like:-

I. DJ & C
II. Tasty Treat
III. Clean Mate
IV. Sensei
V. Koryo and 44 other brands.
VI. Care Mate
VII. Koryo and 44 other brands.

Pricing:- The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at Big
Bazaar is based on the following techniques:-

I. Value Pricing ( EDLP – Every Day Low pricing ):- Big Bazaar promises consumers the
lowest available price without coupon clipping, waiting for discount promotions, or comparison
shopping.
II. 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 Event Pricing ( Close to Diwali, Gudi Padva and Durga Pooja ).
III. Differentiated Pricing:- Differentiated 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. For example, Wednesday Bazaar.

IV. Bundling :- It refers to selling combo-packs and offering discount to customers. The combo-
packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on

48
 bundling. For example 3 Good Day family packs at Rs.60 ( Price of 1 pack = Rs.22 ), 5 kg oil +
5 kg rice + 5 kg sugar for Rs 599.

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 crores 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 customers.

Promotion:- The various promotion schemes used at Big Bazaar include:-

I. Saal ka sabse sasta 3 din
II. . Exchange Offers “Junk swap offer”.
III. Future card ( 3% discount ).
IV. Shakti card.
V. Advertisement ( print ad, TV ad, radio ).
VI. Brand endorsement by M S Dhoni and Asin.
VII. Wednesday Bazaar

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

a) “Keep West - aSide. Make a smart choice!”

b) “Shoppers! Stop. Make a smart choice!”

c) “Change your Lifestyle. Make a smart choice!”

49
People:-
I. Well trained staff at stores to help people with their purchases.
II. Employ close to 10,000 people and employ around 500 more per month.
III. Well - dressed staff improves the overall appearance of store.
IV. Use scenario planning as a tool for quick decision making multiple counters for payment, staff at
store to keep baggage and security guards at every gate, makes for a customer – friendly
atmosphere.

Process:- Big Bazaar places a lot of importance on the process right from the purchase to the delivery
of goods. When customers enter the stores they can add the products they which to purchase in their
trolley from the racks. There are multiple counters where bill can be generated for purchases made. Big
Bazaar also provides delivery of products over purchases of Rs.1000.

Physical Evidence:- Products in Big Bazaar are properly stacked in appropriate racks. There are
different departments in the store which display similar kind of products. Throughout the store there are
boards/written displays put up which help in identifying the location of a product. 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.

50
If we relate personal selling with 4P’s of marketing we will notice that:

PRODUCT- In order to sell a particular product a sells person need to have full information about the
product in order to deliver it to concern customer and answer their query if any .Although packaging is
an important factor but majority of customer is not buying product unless they are fully satisfied with
the sales person. The suggestion of the sales person also play an important role in the purchasing
decision of the customer. Therefore it is very important that the sales team should have the proper and
the full knowledge about the product.

PRICE- Price is the most important factor , a sells person should properly justify the reason of pricing a
product. They should be able to convince the customer and finally make them purchase it. They should
able to make the customer understand that why the price is being charged and hoe this price is better
than the competitor price so that it makes a clear understanding to the customer. If the customer is being
convinced with the price the n the sales will automatically takes place which will help the Big Bazaar to
attain its objective. Sales person should had knowledge of price all the the products that are under there
department.

PLACE- If the surrounding environment is pleasant and at the reach of the customer, selling product to
them won’t be a difficult task. Big Bazaar is a big outlet and it is not possible that every products are be
kept in one place. So it very important that sales person should be aware that where all the product are
been placed so that they make it available to the customer when it is been asked by them.

PROMOTION- The sells person should have proper idea about the promotion scheme and he should
able to make the offer clear to the customer. There are various scheme that Big Bazaar periodically and
occasionally brings for their customer ,it is very important that the sales person should make aware
about the promotion offers to the customer so that the objective of the promotion offer designed by the
top management is attained.

Hence, 4P’s along with effective personal selling is important element of Big Bazaar.

51
PERSONAL SELLING

Personal selling is an oral presentation in face to face conversation with one or more prospective
customer for the purpose of making sales. The main function of personal selling are as follows:-

Provide service to customers (introduce the product, explain the right use, convince them
etc).

To sell the product.

Maintain the sales record.

Executive function.

Develop goodwill and achieve sales target.

OBJECTIVES OF PERSONAL SELLING

Personal selling objectives may be:

Short-term

Short – term personal selling objectives are of more specific and of short-term duration. These
objectives change very frequently as soon as there is change in production mix. Further, they are usually
quantitative objectives .

Long-term

Long term personal selling objectives are broad general. There is very little scope of change in long-
term objectives. They are usually quantitative objectives.

52
STEPS IN PERSONAL SELLING:

STEP I
• PROSPECTING

STEP II
• PREAPPROACH

STEP III
• APPROACH

STEP IV
• PRESENTATION AND DEMONSTRATION

STEP V
• CLOSING

STEP VI
• FOLLOW-UP

53
PERSONAL SELLING IN BIG BAZAAR:

Personal selling is a soul of big bazaar, it builds a bridge between customer and the organization and
enhance the relationship for future sustainability.

How personal selling contribute to above statement are as follows:

o It enhance customer’s confidence in seller.

o It promotes long-term business relations through personal intimacy.

o It provide a human touch to business transaction.

o It helps facilitate the seller to understand each customer’s needs and preferences more
clearly.

o It helps satisfy a customer by modifying the product as per the customer’s choice and
preference.

o Personal selling followed by personal selling helps build long term relationships between
the business and the customer.

o Its helps keep up with the competition in the market, based on product customization as
per customer preference.

o It is a powerful and effective tool for convincing the customer about the product.

o Through personal selling the time lag between introducing a product through the media
and actually selling it is reduced.

o It provides prospective customer with a better understanding of the product and an

interactive opportunity to liaise with the sales personnel.

54
BENEFIT TO BIG BAZAAR THROUGH PERSONAL SELLING

The benefit through personal selling couldn’t be counted on fingers but to mention few, they are:-

 Easy feedback

 Establishment of personal relationship

 Knowledge of prevailing needs and demands of the customer

 To track competitors move

 Easy to convince the customer

 Helps in customer retention

 Result in actual sale.

 It complements advertising.

 Educates customers.

 Easy to track the availability of product in the store.

55
MARKETING MIX AND ITS EFFECTIVENESS IN PERSONAL SELLING:-

Marketing mix is an effective tool available to a business to gain the reaction it is seeking from its target
market in relation to its marketing objectives.

The marketing mix is often crucial when determining a product or brand’s offer,and is often associated
with the four P’s: product, price, place & promotion. In service marketing, however, the four Ps are
expanded to seven P’s or eight P’s to address the different nature of services.

The 4 P’s of marketing in MARKETING reference to personal selling are:-

PRODUCT- A product is seen as an item that satisfies what a consumer demands. It is a tangible good
or an intangible service. Tangible products are those that have an independent physical existence.

E.g: Motor car, laptops etc.

The marketer must also consider the product mix. Marketer must expand the current product mix by
increasing a certain product line’s depth or by increasing the no of product lines.

Marketers should consider how to position the product, how to exploit the brand , how to exploit the
company’s resources and to configure the product mix so that each product complements the other.

Product in reference to personal selling:

The most significant strength of personal selling is its flexibility. Salespeople can tailor their
presentations to fits the needs, motives and behavior of individual customers.

As sales people see the prospect’s reaction to a sales approach, they can immediately adjust as needed.

The sales person should have proper knowledge about the product in order to make the prospect ultimate
buyer.
Personal selling is very important when new product is launched or product is modified.

56
PRICE- The amount a customer pays for the product. The price is very important as its determine the
company’s profit and hence , survival. Adjusting the price has profound impact on the marketing
strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as
well.

The marketer should set the price that complements the other elements of the marketing mix. When
setting a price the marketer must aware of the customer perceived value of the product.
The basic pricing strategies are:

 Market skimming pricing.

 Market penetration pricing.
 Neutral pricing.

In reference to personal selling:

In reference to personal selling pricing plays an important role. The price should be such that which can
easily convince the customer. Every salesperson should have proper knowledge about the price of the
product and they should able to justify that price to the customer.
In Big Bazaar price is set by the top management.

PROMOTION: All of the methods of communication that a marketer may use to provide information
to different parties about the product. Promotion comprises elements such as : advertising, public
relations, sales organization and sales promotion.

Advertising covers any communication that is paid for, from cinema commercials, radio and internet
advertisements through print media and billboards. Public relations is where the communication is not
directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or
trade fairs and events.

Word-of-mouth is any apparently informal communication about the product by ordinary individuals,
satisfied customers or people specifically engaged to create word of mouth momentum.

In reference to personal selling:

Big Bazaar organizes various events in order to retain old customer and attract new set of customer. The
promotional schemes should be properly communicated to the customer so that they could take the
advantage of it. As it is always said that it easy to retain the customer than to make the new ones.
Big Bazaar does various promotion offer and it is very important that every sales person should have the
proper knowledge of all the offer so that they should make customer to know about the offers that are
going on.

57
PLACE- Refer to providing the product at the place which is convenient for consumer to access.

Various strategies such as intensive distribution, selective distribution, exclusive distribution and
franchising can be used by the marketer to complement the other aspects of the marketing mix.

In reference to Big Bazaar:

Personal selling + place = generate more sales and profit.

This means that if the location is within the reach of the people then the footfall and profit generation
will be obvious. Place is one of the ingredient for the product profit.

The basic reason behind customer coming to big bazaar is availability of products under one roof. So it
is very important that every product should be easily available to customer and sales person should
know that where the product is so that they can give information to the customer when they are not able
to locate where the product is placed.

58
SWOT ANALYSIS

STRENGHT

I. Better understanding of customer.

II. Wide range of product under one roof attracts customer to shop with their family.

III. Benefit of early into retail industry.

IV. Huge loyal customer base.

V. Huge investment capacity.

VI. Biggest value retail chain, diversified business operating all over India in various retail format.

WEAKNESS

I. High attrition rates of employees.

II. Lacks in branded products.

III. Over crowed during offers

59
OPPURTUNITIES

I. Lot of potential in rural market.

II. Increased in standard of living of people.

III. People are becoming fashion conscious.

IV. Availability of new product that are not available in market.

V. Goodwill other than any super market in Jharkhand.

THREAT

I. High business risk involved.

II. Lot of competitors coming up.

III. Other retail outlets and nearby kirana stores.

IV. Competition from existing value retail chain like Reliance fresh, Reliance mart.

V. Unorganized retail are also threat to big bazaar.

VI. Up coming Malls.

60
BCG MATRIX ON THE BASIS OF SEGMENTATION IN BIG BAZAAR

HIGH LOW

QUESTION
STAR
MARK
MARKET
GROWT
H

BCG

CASH
DOG
COW

HIGH LOW
MARKET SHARE

61
STAR- They are leaders in the market, but they had to focused on building sales or market share.
Same applies with the segmentation of Big Bazaar, Fbb ( Apparels), Plastics and Utensils. Though
they are available in Big Bazaar , proper step is to be taken to push up their sales. They are Profitable
and opportunity for growth always exists.

QUESTION MARK- The market is growing at high rate but market share is low. The choice is either to
increase investment or build market share to turn it into star or to withdraw support either by harvesting
or divesting or to find a small market segment where dominance can be achieved. Huge investment is
required to convert it into star.

Question mark products in Big bazaar are Gaming zone and Home essentials.

CASH COW- The market is growing at slow rate and business is in market leader position. Expenses
can be controlled as business need not need to reach new customers. The revenue is high due to high
market share, thus , cash cow earn high profit.

Cash cow products are Food Bazaar and Personal Care.

DOG-The market is growing at slow rate and market share of business is low. They should be closely
analyzed to find out whether they can be converted into cash cow by making investment. The reason for
being in the DOG category can be that product may have become outdated or has loose the market.

DOG product in Big Bazaar is Furniture.

62
CHAPTER-V

63
FINDINGS

DATA INTERPRETATION ON THE BASIS OF DATA COLLECTED TO KNOW THE

IMPACT OF PERSONAL SELLING IN BIG BAZAAR.

RESPONDENT- 30

100.00%

90.00% 86.00%

80.00% 76.00%

70.00%
60.00%
60.00% 56.00%
53.00%
50.00% 47%
44%
40%
40.00%

30.00% 24%
20.00% 14%
10.00%

0.00%
Does the sales Are all the queries Does sales boy/girl Are products Are promotional
girl/boy interact good answered properly by have proper arrangement easy to schemes properly
with customer? sales people? knowledge about the reach? communicated by
product? sales men?

YES NO

64
 80%

70%
70% 67%
66%
63%

60%

50% 50%
50%

40% 37%
34% 33% YES
30%
30% NO

20%

10%

0%
Is the delivery done Are the sales person Are you satisfied Is personal selling Are the sales person
on time by the able to give with the time taken helps you in big more in Big Bazaar?
delivery boy? knowledge about by the cashier? bazaar?
intangible produt of
B.B?

The above graph explains the importance of personal selling in Big Bazaar and how effectively personal
selling contribute in sales in the store.

At the same time it also detail about the impact of personal selling in respect to 4p’s in Big Bazaar.

65
Implementation of personal selling in Big Bazaar and Impact of personal selling?

No of respondent= 30

PERSONAL SELLING IN BIG BAZAAR

70%

60%

50%

40%

30% 61%
PERSONAL SELLING IN BIG BAZAAR

20% 39.00%

10%

0%
POSITIVE NEGATIVE
IMPACT OF IMPACT OF
PERSONAL PERSONAL
SELLING SELLING

66
DATA INTERPRATATION-

From the above data collected through the questionnaire from 30 respondent get that the 61% people had
a positive impact of personal selling in big bazaar.

CONCLUSION-

I as a researcher should conclude that since more than 60% people had a positive impact of personal
selling in big bazaar therefore the management should promote the personal selling in big bazaar and
should increase the no of sales person in each department according to the need of various department
and should motivate and provide more positive environment to the sales person so that they should give
their full effort which would help Big Bazaar in increasing their sales and earning profit.

SUGGESTION-

I as the researcher from the analyzing the data should suggest that the no of cash counter should be
increase so that the time taken for billing should become less and should increase the vehicles which and
the delivery boy so that the time taken in home delivery also become less.

67
 HYPOTHESIS TESTING

H0 - Less than 50% customer had positive impact of personal selling.

H1- More than 50% customer had positive impact of personal selling.

Respondent Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 X (X-X) (X-X) 2

1 1 0 1 1 1 1 0 1 1 1 8 2 4
2 1 0 0 0 1 1 0 1 1 0 5 -1 1
3 1 1 1 1 1 0 0 1 1 1 8 2 4
4 1 1 1 1 1 0 1 0 1 0 7 1 1
5 1 1 0 0 1 0 1 0 1 0 5 -1 1
6 1 1 1 0 0 0 0 0 1 1 5 -1 1
7 0 1 1 1 1 0 0 1 1 0 6 0 0
8 1 1 1 1 1 1 1 1 1 0 9 3 9
9 1 1 1 1 1 1 1 1 1 0 9 3 9
10 1 1 1 0 0 1 1 1 1 1 8 2 4
11 0 1 1 0 0 1 1 1 1 1 7 1 1
12 1 1 1 0 0 1 1 0 1 0 6 0 0
13 1 1 1 1 1 1 1 1 0 0 8 2 4
14 0 1 0 1 1 0 1 0 1 0 5 -1 1
15 0 1 0 1 1 0 0 1 1 0 5 -1 1
16 0 1 0 0 0 0 0 0 1 1 3 -3 9
17 1 0 0 1 1 1 1 0 1 1 7 1 1
18 1 0 0 0 0 0 1 1 1 0 4 -2 4
19 1 1 0 1 1 0 1 1 0 0 6 0 0
20 1 1 1 0 1 1 1 1 0 0 7 1 1
21 1 1 1 0 0 1 0 1 0 1 6 0 0
22 1 1 1 1 0 0 0 1 0 0 5 -1 1
23 1 1 1 1 1 0 0 1 0 0 6 0 0
24 1 1 1 1 0 1 1 1 0 0 7 1 1
25 1 1 1 0 1 0 1 1 0 0 6 0 0
26 0 1 1 0 0 1 0 0 1 1 5 -1 1
27 0 0 0 0 1 0 1 1 1 0 4 -2 4
28 0 1 0 1 0 1 1 1 0 0 5 -1 1
29 0 0 0 0 0 0 1 0 1 0 2 -4 16
30 1 1 0 0 0 1 1 0 1 1 6 0 0
TOTAL ∑X=1 ∑ (X-X) = 2 ∑(X-X)2= 80
80

1=YES
0=NO

Mean = ∑X/n
∑X = 180
N = 30
Therefore, mean = 6

68
Standard Deviation = √∑(X-X) 2/√n-1

i.e. √80/√29 = 1.66

Therefore, standard deviation = 1.66

Since, the sample size is 30. Therefore by hypothesis test will be conducted by using t-table.
Therefore, t = (X - µ)/ √s2 / √n
Here, µ = 1
X=6
n = 30
√s2 = 1.66

Now, putting the above values in t-table formula, we get –

t= 16.49

Now, degree of freedom = (n-1) = 30 -1 = 29

Taking level of significance 5% i.e. 0.05. Using t-table, the table value we get 1.699.

Since the calculated value is more than the table value, therefore the null hypothesis is rejected and
alternative hypothesis is accepted.

CONCLUSION FROM HYPOTHESIS TEST-

More than 50% customer has a positive impact of personal selling in Big Bazaar therefore the sales boy
and girl should be increased.

69
DATA INTEPRETATION ON THE BASIS OF QUESTIONAIRE FOR
UNDERSTANDING OUTLET AND CONSUMER BEHAVIOUR IN BIG
BAZAAR

CUSTOMER

1. How much money do you spend monthly ?

No of respondent=100

Monthly spending in Big bazaar

20.00%
30.00%

<2000
2000-4000
4000-8000

50%

Data Analysis
30% people spend <2000
50% people spend between 2000-6000
20% people spend between 8000-10000

Data Interpretation
By analyzing the response to this question I as researcher as well as the company can identify that the
average monthly spending that customer mostly do is around 2000-6000 in Big Bazaar.

70
 2. How often do you shop at Big Bazaar?
No of respondent =100

Shop at Big Bazaar

45%

40%

35%

30%

25%
45% Shop at Big Bazaar
20%
30%
15%

10%
15.00%
10.00%
5%

0%
Wednesday Weekend Once a week Twice a week

DATA ANALYSIS-

30% customer visit on Wednesday.

45% customer visit on weekend.
15% customer visit once a week.
10% customer visit twice a week.

DATA INTERPRATATION-

By analyzing the response to this question I as researcher can interpret that people want to visit mostly
on weekends to Big Bazaar ..

71
 3. What do you shop at Big Bazaar?
No of respondent= 100

What to shop?
50.00%

45.00%

40.00%

35.00%

30.00%

25.00%
47.00% What to shop?
20.00%
33%
15.00%

10.00% 20%

5.00%

0.00%
food/groceries utensils/electronics/others clothes

DATA ANALYSIS-.

47% of customer purchase food and groceries products.

20% of customer purchase utensil /electronic and other items .
33% of customer purchase clothes in Big Bazaar.

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that mostly people come to buy
food & groceries items in Big Bazaar followed by clothes.

72
 4.Where do you shop other than Big Bazaar?
No. of respondent=100

Where to shop?

35.00%

30.00%

25.00%

20.00%
35.00%
Where to shop?
30.00%
15.00%

20%
10.00%
15%

5.00%

0.00%
Reliance Mart Vishal Mega Local Others
Mart

DATA ANALYSIS-

35% goes to Reliance Mart.

20% goes to Vishal Mega Mart.
30% goes to local market.
15% goes to others.

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that people goes more to
Reliance mart after Big Bazaar. Its means that Reliance Mart is the main competitor of Big Bazaar.

73
 5.Do you think Big Bazaar saves your money by various promotional schemes?

No of respondent=100

do you think promotion schemes saves your

money

yes
35% no

65%

DATA ANALYSIS-

65% yes

35% no

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that promotion scheme plays an
important role in consumer buying behavior. It had a positive impact on the customer.

74
 6.What are the reasons for purchasing goods from Big Bazaar?
No of respondent=100

Reasons for puchase

50.00%

45.00%

40.00%

35.00%

30.00%
50%
25.00%
Reasons for puchase
20.00%

15.00% 25.00%
10.00%
13.00% 12.00%
5.00%

0.00%
Quality Low Price Convenience Availability of
products under
one roof

DATA ANALYSIS-

25% -Says quality.

13% -Says low price.

12%- says convenience.

50% -says availability of products under one roof.

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that half of the customer comes
to Big Bazaar because of availability of products in under one roof.

75
 7.WHAT IS YOUR’S PERCEPTION TOWARDS BIG BAZAAR

No of respondent-100

60%
54%

50%

40%

30%

20%
20%
14%
12%
10%

0%
Big Store Quality Value For Money Variety

DATA ANALYSIS-

12%- Big Store.

14%-quality.

54%-value for money.

20%-variety

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that Customer had a positive
attitude toward Big Bazaar as they comes here because they think that it is the value for the money.

76
 8.What time do you prefer for shopping?

No of respondent- 100

26% morning

45% evening

7% others

22% afternoon

DATA ANALYSIS-

45%- Prefer evening.

26% -Prefer morning.

22%- Prefer afternoon.

7% -Prefer at any time.

DATA INTERPRETATION-

By analyzing the response to this question I as researcher can interpret that Customer prefer evening for
shopping in Big Bazaar.

77
9.During which offers do you purchase the most?
No of respondent-100

consumer buying behaviour towars various

offers
70%
60%
60%

50%

40%
consumer buying behaviour
30% 25% towars various offers
20% 15%

10%

0%
Wednesday Monthly bachat others offers
bazaar bazaar

DATA ANALYSIS

60% - buy products during Wednesday bazaar offers

25% - buy products during Monthly bachat offers

15% - buy products during others offers day.

DATA INTERPRETATION

By analyzing the response to this question I as researcher can interpret that Customer purchase more
product during Wednesday bazaar offers.

78
10.Who take decision in purchasing the product from Big Bazaar?

No of respondent= 100

who is the decision maker?

7%

20% self
by parents
51% by friends
buy sales people

22%

DATA ANALYSIS

51% customer takes purchasing decision by themselves.

22% customer takes purchasing decision by their parents.

20% customer takes purchasing decision by their friends

7% customer takes suggestion of sales people in their purchasing decision.

DATA INTERPRETATION

By analyzing the response to this question I as researcher can interpret that Customer purchase more by
taking purchasing decision by themselves.

79
 FINDINGS
I. 15% spend between 2000-6000 monthly

II. 35% customer purchase goods during weekends.

III. 47% customer purchase food and groceries from Big Bazaar.

IV. 35% customer goes to Reliance mart other than Big Bazaar.

V. 65% customer is in the favor of promotional scheme of Big Bazaar.

VI. 50% customer purchase goods because of availability of goods under one roof.

VII. 54% customer says purchasing goods from Big Bazaar is value for money.

VIII. 45% customer prefer evening time for shopping.

IX. 60% customer does shopping when there is offer on Wednesday bazaar.

X. 51% customer takes purchasing decision by their own.

80
CONCLUSION

Customer of Big Bazaar had a faith on the Retail outlet as they perceive Big Bazaar as
the value for money.

Half of the customer of Big Bazaar take decision by themselves this means that the
personal thinking and attitude of the customer towards Big Bazaar is very important.

Customer more comes to Big Bazaar during evening therefore it is very important for
management to have a proper care during evening.

Reliance mart is the main competitor of Big Bazaar.

81
Data collected through the questionnaire from EMPLOYEE to get a clear idea about
Big bazaar ,Ranchi.

1. Types of customer visit the store?

No of respondent= 30

Types of customer

20.00%

47.00%

Real needy one

Window shopping
33.00%
with no surity

DATA ANALYSIS

The above pie chart shows the reason for which people visit the store.
47% are real needy ones.
33% are window shoppers.
20% are shoppers with no surety.

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret that the majority of customer that visit big bazaar
are real needy ones followed by window shoppers.

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 2-Which section attracts more customer?
No of respondent=30

Most Attractive section

18.75%
25%

Ladies wear
Men's wear
Food Bazaar
Electronics

18.75%
37.50%

DATA ANALYSIS-

25% Ladies wear.

18.75% Men’s wear
37.50% Food Bazaar
18.75% Electronics

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret that Food bazaar is the most attractive section of Big
Bazaar followed by ladies wear.

83
-3.Which income group often visit?
No of respondent=30

Income Group
70%

60%

50%

40%

Income Group
30% 62.50%

20%

25%
10%
12.50%
0%
Rich Medium class low income group

DATA ANALYSIS-

25%-Rich people
62.50% Medium class
12.50% low income class

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret that medium class people are the major customer of
Big Bazaar.

84
 4.Most profit making section in Big Bazaar?

No of respondent= 30

Profit making section

10%
6.66%

50%
Clothing
Food Bazaar
33.33%
Electronics
Home products

DATA ANALYSIS-.

50%- clothing
33.33% food bazaar
6.66% electronic
10% home products

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret that clothing is the most profit making section of big
bazaar.

85
5.Which is the most weaker department of Big Bazaar?

No of respondent-30

100.00%
90%
90.00%

80.00%

70.00%

60.00% apparels
50.00% food bazaar
40.00% furniture

30.00% home products & electronic

20.00%

10.00% 6.66%
3.33%
0.00%
Category 1

DATA ANALYSIS-

3.33% employee says apparels

90% employee says food bazaar
6.66% employee says home products.

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret that FURNITURE section on the 5 th floor is the
most weaker section of big bazaar Ranchi.

86
 6.Approx what % are male and female customer?

No of respondent=30

% of male and female?

70.00%

60.00%

50.00%

40.00% % of male and female?

60%
30.00%
40.00%
20.00%

10.00%

0.00%
Male Female

ANALYSIS-

40% of male customer

60% of female customer

DATA INTERPRETATION

By analyzing the responses to this question, I, as a researcher, as well as companies can identify that
female customer are more as compare to male customer in big bazaar.

87
 7.From when you are working in Big Bazaar?

Respondent-30

Days from when the employee are working

45.00%
40%
40.00%

35.00%

30.00%

25.00% 23%
20%
20.00%
16.66%
15.00%
Days from when the
employee are
10.00%
working
5.00%

0.00%
> 6 months <6 month < I year < 2 year

DATA ANALYSIS-

16.66% employee are working from less than 6 month

20% employee are working from more than 6 month
23% employee are working from more than 1 year
40% employee are working from more than 2 year

DATA INTERPRETATION-

By analyzing the responses to this question, I, as a researcher, can interpret that the employee are
Satisfied by their job in Ranchi Big Bazaar .

88
8.Which is the most challenges task during weekends and offers day?

No of respondent-30

challenging task?
45%
40%
40%

35%
30%
30%

25%
20%
20%
challenging task?
15%
10%
10%

5%

0%
Managing managing managing the managing the
entrance and customer inside cash counter parking area
exist gate. the outlet

DATA ANALYSIS-

30%- employee says managing entrance and exist gate.

10% employee says managing customer inside the outlet
20% employee says managing cash counter
40% employee says managing parking area.

DATA INTERPRETATION-

I as the researcher by analyzing the data can interpret that managing the parking area during
various promotion scheme days is the challenging task for the management as there are large
number of footfalls take place during these days..

89
 9.Are you a permanent employee of Big Bazaar?

No of respondent-30

permanent or contractual basis?

20%

yes
no
80%

DATA ANALYSIS-

80% Permanent employee

20% On contractual basis.

DATA INTERPRETATION-

I as a researcher by analyzing the data can interpret can Big bazaar also recruit the employee on the
contractual basis and some of the employee are kept by the other brands .

90
 10.Sales of which type of product takes place more?

No of Respondent-30

sales?

15%

35.00%

Own product of Big Bazaar

Branded products
Others local brand

50.00%

DATA ANALYSIS-

35% Employee says own product of big bazaar.

50% Employee says branded product.

15% Employee says other local brands

DATA INTERPRETATION-

I as researcher by analyzing the data can interpret that branded product sales take place more in big
bazaar, Ranchi

91
 FINDINGS- ( getting a clear idea about Big Bazaar, Ranchi)
I. 47% customers come to Big Bazaar are real needy ones.

II. Food Bazaar is the most attractive section of Big Bazaar, Ranchi.

III. Medium class people are the major customer of Big Bazaar , Ranchi.

IV. Apparels are the most profit making section of Big Bazaar, Ranchi.

V. Furniture section is the weaker section of Big Bazaar, Ranchi.

VI. Female customer are more as compare to male customer of Big Bazaar , Ranchi.

VII. Employee of Big Bazaar, Ranchi is satisfied with their job in the outlet.

VIII. Managing the Parking Area during the various promotional schemes days is the major challenge
for the management of Big Bazaar , Ranchi.

IX. Big Bazaar, Ranchi also keep the employee on the contractual basis.

X. Sales of Branded products are more in Big Bazaar, Ranchi.

92
CONCLUSION-
I as a researcher on analyzing and interpreting the data collected through questionnaire from the
employee of Big Bazaar ,Ranchi for getting a clear idea and knowledge about the outlet come into
various conclusion-

I. Big Bazaar is one of the Department store where people as well as the employee had a trust on
their quality, price that they charge to their customer.

II. Big Bazaar is in such prime location of Ranchi that it is very easy for people to reach here this is
the reason that’s why female are the major customers of Big Bazaar, Ranchi

III. Apparels is the most profit section and Food Bazaar is the most attractive section of Big Bazaar,
Ranchi.

IV. Middle class people are the major customers of Big Bazaar, Ranchi.

93
SUGGESTION.
I as a researcher should want to give some suggestion for Big Bazaar , Ranchi which are as follows:-

I. The parking space should be increase as there is the parking space of MUNICIPAL
CORPORATION just outside the Big Bazaar, Ranchi. The Management of Big Bazaar should
acquire the space in rent and should provide the space to its customers as the parking for vehicles
are becoming major problem for Big Bazaar, Ranchi.

II. Some major steps should be taken for Furniture section . As the major customer of Big Bazaar is
the medium class people therefore the high price furniture should be replaced by medium price
products and the quality should as be taken care which will boost the section.

94
RESEARCH METHODOLOGY ADOPTED FOR THE STUDY

The methods used are:

A. Observing the marketing-mix adopted by the company.

B. Preparing a questionnaire and distributing it to the customers of Big Bazaar and knowing their
responses.

C. Analyzing the responses received.

Big Bazaar basically means business and in business collection of raw data allows the managers to see
the real scenario and then take a decision as per the data obtained. There are several implications in this
statement:

 They can examine the available information in the form of data to make a decision
 They can even get a clear picture of the scenario or potential of Big Bazaar as compared to other
retail stores in the city.
 The information can only be gathered by data collection and then analyzing the available data.

Therefore, it can be said that the data collection is an important part of the project.

Data Raw numbers

Information

The projected objectives were considered and as per the requirement a market survey was done.

95
Procedure:
The procedure that followed can be enlisted as below:

 Reading about the product

 Deciding on the objective to proceed.
 Developing Survey instruments
 Conducting personal interviews of different age-groups, sex, monthly income and occupation
through a Questionnaire.

Process adopted:
1.Gaining knowledge about the product at Big Bazaar:
Reading about the products was the first step undertaken. This gave not only in depth knowledge
about what is been offered by other players but also proved useful while developing the
questionnaire.

2. Steps in the Development of the Survey Instruments

The main instruments required for survey was a well-developed questionnaire. The questionnaire
development took place in a series of steps as described below:

Research objectives are being transformed

into information objectives.

The Appropriate data collection methods have

been determined

The information required by each objective is

being determined.

96
Specific Questions/Scale Measurement format is
developed.

Question/Scale Measurements is being

evaluated.

Research objectives are being transformed into

information objectives.

The number of information needed is being

determined.

The questionnaire and layout is being evaluated.

Revise the questionnaire layout if needed.

The Questionnaire format is being finalized.

97
Type of research
The research will be QUANTITIVE Research.

SOURCE OF DATA COLLECTION

PRIMARY DATA:-Primary source of data collection were:

Personal observation through doing personal selling in Big Bazaar in all the section for four months.

Personal interview of sales boy/ girl.

Personal interview of store manager/ department manager.

Questionnaire filled by customer and employee.

SECONDARY DATA:-

Secondary data was collected from various newspapers, magazines and internet.

Sampling Design:
Sampling method – Random sampling.

Sampling unit – customer and employee of Big Bazaar.

Sample size- 30 in case of Personal selling

100 in case of Consumer Behaviors

30 in case of Understanding Retail outlet

98
LIMITATION

 Limitation leading to limited data and knowledge in the interpretation.

 The result was not been given a practical view.
 The no of respondents were limited and their answer may be influence of some external factor.
 Collection of data on time was a major issue.
 The information collected refers to the information provided by the sales boy/ girls and the top
management.
 The above data may not as per the requirement.
 As associated with every project also face the bondation of time and money.
 These are the common bondation that are constant with every project irrespective of all the
circumstances and condition.

99
OVERALL CONCLUSION

 Big Bazaar is one of the largest retail chain in India

 Big Bazaar should keep more trendy outfits.
 Big Bazaar all outlet are important for Future Group.
 Proper merchandising is key aspect to attract more customer.
 Personal selling helps in sale of product.
 Personal selling is the bridge between customer and the company.
 Proper arrangement of products makes it easy for the customer to reach them.
 Got to know the implementation of 4P’s in Big Bazaar.
 When personal selling is implemented in 4P’s the company get placed directly in the heart of
customer.
 In Ranchi Big Bazaar clothes and Food bazaar is the most profit section.

RECOMMENDATION
Personal selling should be used as a sword in order to get more and more customer.

Effective personal selling not only strengthen customer base but also helps in maintaining goodwill in
the market.

All action should be taken proper care.

Steps should be taken in order to focus on segments that are non profitable.

100
 ANNEXURE-I
CUSTOMER SAMPLE SIZE-30

(TO ASSESS THE IMPACT OF PERSONAL SELLING)

1.Does the sales boy and girl interact good with customer?

Yes No

2.Are all the queries answered properly by sales people?

Yes No

3.Does the sales boy and girl has proper knowledge about the product?

Yes No

4.Are product management easy to reach?

Yes No

5.Are promotional schemes properly communicated by sales people?

Yes No

6.Is delivery done on time by delivery boy?

Yes No

7.Are sales people able to give knowledge about intangible product of Big Bazaar?

Yes No

8.Are you satisfied with the time taken by the cashier?

Yes No

9.Is Personal selling help you in Big Bazaar?

Yes No

10.Are sales people more in Big Bazaar?

Yes No

101
 ANNEXURE-II
CUSTOMER SAMPLE SIZE- 100

( TO UNDERSTAND CONSUMER BEHAVIOUR)

1.How much do you spend monthly?

Less than 2000 Between 2000 to 6000

8000 to 10000

2.How often do you shop at Big Bazaar?

Wednesday Be Weekend

Once a week Twice a week

3.What do you shop at Big Bazaar?

Foods/Groceries Utensils/Electronics

Clothes

4.Where do you shop other than Big Bazaar?

Reliance Mart Vishal Mega Mart

Local Market Other

5.Do you think Big Bazaar save your money by various promotional schemes?

Yes No

6.What is the reason for purchasing goods from Big Bazaar?

Quality Low Price

Convenience Availability of products under one roof

102
7.What is your perception towards Big Bazaar?

Big Store Quality

Values for Money Variety

8.What time do you prefer for shopping?

Evening Morning

Afternoon Anytime

9.During which offer you purchase the most?

Wednesday Bazaar Monthly Bachat

Other offers

10.Who takes decision in purchasing the products from Big Bazaar?

Self By Parents

By Friends By sales people

103
 ANNEXURE-III
EMPLOYEE SAMPLE SIZE -30

( TO UNDERSTAND OVERALL RETAIL OUTLET)

1.Type of customer visit the store?

Real needy ones window shopping

With no surety of need

2.Which section attracts more customer?

Ladies wear Men’s wear

Food bazaar Electronics

3.Which income group customer very often visit?

Rich Medium class

Low income group

4.Most profit making section of Big Bazaar?

Clothing Electronics

Food Bazaar Home utensils

5.Which is the weakest department?

Clothing Food Bazaar

Furniture Home product

104
6.Which gender of customer visit more?

Male Female

7.From when you are working in Big Bazaar?

Less than 6 months More than 6 months

More than 1 year More than 2 years

8.Type of product purchased by customer?

Own product of Big Bazaar Branded products

9.Which is the most challenging task during weekend and offer days?

Managing entrance gate Managing customer inside the outlet

Managing the cash counter Managing the park area

10.Sales of which type of product takes more?

Own product of Big Bazaar Branded

Other local brands

105
BIBLIOGRAPHY

REFERED BOOKS:
Principles of Marketing Philip Kotler & Gray Armstrong.

Page no- 418-421, 434-436

Edition-Twelth Edition.

Marketing Research by Naresh K. Malhotra & Satyabhushan Dash.

Page no-132-150 , 180-195

Edition- Sixth Edition

Research Methodology by C.R Kothari

Page no- 377

Edition- Second revised Edition

OTHER SOURCE:

www.futuregroup.in/en.wikipedia.org/wiki/Future_Group

www.bigbazaar.com/en.wikipedia.org/wiki/Big_Bazaar

www.bigbazaarranchi.com/in.wikifun.com/big-bazaar-ranchi-83

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107