SUMMER INTERNSHIP PROJECT REPORT

ON

CUSTOMER SATISFACTION AND IMPULSE BUYING

PATTERNS

“Submitted in the Partial Fulfillment for the Requirement of Post Graduate

Diploma in Management”
PGDM – (IB)

Submitted to: Submitted by:

Mrs. Komal Khatter Sagar Mittal
Project Guide Roll No. 42
Batch: 2018 – 2020

Jagannath International Management School

Kalkaji, New Delhi

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 DECLARATION

This is to certify that I am responsible for the work submitted in this project,
that the original work is my own except as specified in acknowledgements,
footnotes or references, and that neither the dissertation or the original work
contained therein has been submitted to this or any other institution for a
degree.

Signed: ________________

Date: __________________

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 SUMMER TRAINING CERTIFICATE

TO WHOMESOEVER IT MAY CONCERN

This is to certify that Mr. Sagar Mittal PGDM (IB) has successfully completed
Summer Training Programme for a period of 8 weeks with Big Bazaar Pvt.
Ltd. from 1 May 2019 to 30 June 2019.

As per our assessment he is hard working and his/her performance has been
excellent during the training programme.

We wish him all the success for his future endeavors.

Ashwin Kukreja
Head – Marketing

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 CONTENTS

Topic Page No

ACKNOWLEDGEMENT 7

EXECUTIVE SUMMARY 8

CHAPTER I: INTRODUCTION TO
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THE TOPIC

CHAPTER II: COMPANY

23
PROFILE

RESEARCH METHODOLOGY 33

CHAPTER III: ANALYSIS AND

38
FINDINGS

FINDINGS AND INFERENCES 62

RECOMMENDATIONS AND
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LIMITATIONS

CONCLUSIONS 67

APPENDICES 69

LIST OF TABLES

Topic Page No

Table 1 41

Table 2 43

4
Table 3 46

Table 4 48

Table 5 51

Table 6 53

Table 7 55

Table 8 57

Table 9 59

Table 10 61

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 LIST OF FIGURES

Topic Page No

Figure 1 41

Figure 2 43

Figure 3 46

Figure 4 48

Figure 5 51

Figure 6 53

Figure 7 55

Figure 8 57

Figure 9 59

Figure 10 61

Figure 11

Figure 12

ACKNOWLEDGEMENT

I acknowledge with gratitude and appreciation, my indebtedness to my

mentor & guide, Mrs. Komal Khatter for allowing me to work on a very
intrinsic topic, “Customer Satisfaction and Impulse Buying Patterns”.

6
I also thank them for the ideas and basic concepts they delivered and
shared with me, as they helped me a lot in accomplishing this project of
mine.

Special thanks to my family and friends for the effort and cooperation
extended in the course of the study.

Sagar Mittal

EXECUTIVE SUMMARY

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

enormous economic significance to most developed nations”. It generates
revenue and wealth for nation, encourages investments and brings
technological advancements. Stated that “it brings employment and

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creates wealth of the economy”. “It is a vibrant part of our changing
society and a major source of employment” Retailing performs activities
at larger level so it requires massive manpower to handle and manage it’s
operations. Retailing also helps society in general by providing goods and
services in reasonable price and increasing their standards of living.
“Retailing activity can be viewed as a significant contributor to the
economy in general”.

Retailing is the set of activities that markets products or services to final

consumers for their own personal or household use. It does this by
organizing their availability on a relatively large scale and supplying them
to consumers on a relatively small scale.” Retailing makes products and
services available in large quantities. Retailers produce or order the
products/services in bulk so they can take advantage of economy of scale
and thus they can formulate competitive pricing strategies. Products and
services are generally sold through the store or on the internet.

The project was carried out for understanding the movement of the
product at Big Bazaar and customer behavior regarding different product
at Big Bazaar Delhi Branch .Big Bazaar was established in the year 2001,
they are an old player in the retail sector. The Big Bazaar follows values
such as – Leadership, Respect and Humility, Nurturing Relationships,
Simplicity, Positivity, and Adaptability.
This research helps us in finding out the customers view regarding the
product and Services offered by the Big Bazaar and awareness by
promotion and also identifying the market potential of Big
Bazaar.
The project was carried out in with an objective of knowing satisfaction
level of customer at Big Bazaar and do customers are aware about the
different types product and services and different offers provide at Big

8
Bazaar. The total sample size taken was one hundred (100) from various
customers of Delhi at Big Bazaar.

The research shows that the customer satisfaction at Big Bazaar is a very
good retail store and so many customers are not aware of the products
and services provided by the Big Bazaar which are not provided by other
Retail stores. On the other hand we have also the existing customers of
Big Bazaar who are satisfied with the working style of retail store, but want
continuous updates about the new offers and other products of Big
Bazaar. They want Big Bazaar to do promotional activity as – Advertising.
So that they can get updates without leaving their home. The researcher
used the method of questionnaire to know all feedback which is listed
above.

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 CHAPTER I
INTRODUCTION TO THE TOPIC

1.1 Introduction to the Retail Industry

The first decade of modern retail in India has been characterized by a

shift from traditional kirana shops to new formats including department
stores, specialty stores hypermarkets, and supermarkets and across a
range of categories. Modern retail formats have mushroomed in metros

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and mini-metros. In the last few years, modern retail has also established
its presence in the small cities, exposing residents to shopping options
like never before.

Some of these stores are branded stores(exclusive showrooms either

owned or franchised out by a manufacturer) , specialty stores(greater
choice to consumer, comparison between brands is possible) ,
department stores/supermarkets (one stop shop catering to varied
consumer needs) , hyper-mart (low prices , vast choice available
including services such as cafeterias.) , shopping malls (variety of shops
available to each other ).

India has one of the largest numbers of retail outlets in the world. Of the
12 million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organized players is set to
change the scenario. Organized retail segment has been growing at a
blistering pace, exceeding all previous estimates.

According to a study by Deloitte Haskins and Sells, organized retail has

increased its share from 5 per cent of total retail sales in 2006 to 8 per
cent in 2007. The fastest growing segments have been the wholesale
cash and carry stores (150 per cent) followed by supermarkets (100 per
cent) and hypermarkets (75-80 per cent). Further, it estimates the
organized segment to account for 25 per cent of the total sales by 2011.
India retail industry is the largest industry in India, with an employment of
around 8% and contributing to over 10% of the country's GDP. Retail
industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favorable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth

US$ 175- 200 billion. India retail industry is one of the fastest growing

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industries with revenue expected in 2007 to amount US$ 320 billion and is
increasing at a rate of 5% yearly. A further increase of 7-8% is expected in
the industry of retail in India by growth in consumerism in urban areas,
rising incomes, and a steep rise in rural consumption. It has further been
predicted that the retailing industry in India will amount to US$ 21.5 billion
by 2010 from the current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the

consumer buying behavior and the whole format of shopping also altering.
Industry of retail in India which has become modern can be seen from the
fact that there are multi- stored malls, huge shopping centers, and
sprawling complexes which offer food, shopping, and entertainment all
under the same roof.

Indian retail industry is expanding itself most aggressively; as a result a

great demand for real estate is being created. Indian retailers preferred
means of expansion is to expand to other regions and to increase the
number of their outlets in a city.

India retail industry is progressing well and for this to continue retailers as
well as the Indian government will have to make a combined effort. It is
expected that India may have 600 new retail outlets by 2010.

1.2 Retail space

Driven by changing lifestyles, strong income growth and favorable
demographic patterns, Indian retail is expanding at a rapid pace. Mall
space, from a meager one million square feet in 2002, is expected to
touch 40 million square feet by end-2007 and an estimated 60 million
square feet by end-2008, says Jones Lang LaSalle's third annual Retailer
Sentiment Survey-Asia.

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Alongside, Indian cities are witnessing a paradigm shift from traditional
forms of retailing into a modern organized sector. A report by Images
Retail estimates the number of operational malls to more than double to
over 412 with 205 million square feet by 2010 and further 715 malls by
2015, on the back of major retail developments even in tier II and tier III
cities in India.

1.3 Challenges facing the Indian Organized Retail sector

The challenges facing the Indian organized retail sector are various and
these are stopping the Indian retail industry from reaching its full potential.
The behavior pattern of the Indian consumer has undergone a major
change. This has happened for the Indian consumer is earning more now,
western influences, women working force is increasing, desire for luxury
items and better quality. He now wants to eat, shop, and get entertained
under the same roof. All these have lead the Indian organized retail sector
to give more in order to satisfy the Indian customer.

The biggest challenge facing the Indian organized retail sector is the lack
of retail space. With real estate prices escalating due to increase in
demand from the Indian organized retail sector, it is posing a challenge to
its growth. With Indian retailers having to shell out more for retail space it
is effecting there overall profitability in retail.
Trained manpower shortage is a challenge facing the organized retail
sector in India. The Indian retailers have difficulties in finding trained
person and also have to pay more in order to retain them.

This again brings down the Indian retailers profit levels.

The Indian government has allowed 51% foreign direct investment (FDI) in
the India retail sector to one brand shops only. This has made the entry of

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global retail giants to organized retail sector in India difficult. This is a
challenge being faced by the Indian organized retail sector. But the global
retail giants like Tesco, Wal-Mart, and Metro AG are entering the
organized retail sector in India indirectly through franchisee agreement
and cash and carry wholesale trading. Many Indian companies are also
entering the Indian organized retail sector like Reliance Industries Limited,
Pantaloons, and Bharti Telecoms. But they are facing stiff competition
from these global retail giants. As a result discounting is becoming an
accepted practice.

1.4 Market Size

Retail market in India is projected to grow from an estimated US$ 672
billion in 2017 to US$ 1,200 billion in 2021F. Online retail sales are
forecasted to grow at the rate of 31 per cent year-on-year to reach US$
32.70 billion in 2018.

India is expected to become the world’s fastest growing e-commerce

market, driven by robust investment in the sector and rapid increase in
the number of internet users. Various agencies have high expectations
about growth of Indian e-commerce markets.

Luxury market of India is expected to grow to US$ 30 billion by the end of

2018 from US$ 23.8 billion 2017 supported by growing exposure of
international brands amongst Indian youth and higher purchasing power
of the upper class in tier 2 and 3 cities, according to Assocham.

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1.5 Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI)
equity inflows totaling US$ 1.66 billion during April 2000–March 2019,
according to the Department of Industrial Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including
consumer electronics and home appliances, many companies have
invested in the Indian retail space in the past few months.

India’s retail sector investments doubled to reach Rs 1,300 crore (US$

180.18 million) in 2018.

Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$

37.68 million) in Wal-Mart India Pvt. Ltd.

1.6 Government Initiatives

The Government of India has taken various initiatives to improve the retail
industry in India. Some of them are listed below:

 The Government of India may change the Foreign Direct

Investment (FDI) rules in food processing, in a bid to permit e-
commerce companies and foreign retailers to sell Made in India
consumer products.

 Government of India has allowed 100 per cent Foreign Direct

Investment (FDI) in online retail of goods and services through the
automatic route, thereby providing clarity on the existing
businesses of e-commerce companies operating in India.

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1.7 Road Ahead
E-commerce is expanding steadily in the country. Customers have the
ever increasing choice of products at the lowest rates. E-commerce is
probably creating the biggest revolution in the retail industry, and this
trend would continue in the years to come. India's e-commerce industry is
forecasted to reach US$ 53 billion by 2018. Retailers should leverage the
digital retail channels (e-commerce), which would enable them to spend
less money on real estate while reaching out to more customers in tier-2
and tier-3 cities.

It is projected that by 2021 traditional retail will hold a major share of 75

per cent, organized retail share will reach 18 per cent and e-commerce
retail share will reach 7 per cent of the total retail market.
Nevertheless, the long-term outlook for the industry is positive, supported
by rising incomes, favorable demographics, entry of foreign players, and
increasing urbanization.

Exchange Rate Used: INR 1 = US$ 0.0159 in FY19.

1.8 Opportunities in Indian Retail industry

Rural markets show high growth potential if tapped with the right set of
products and pricing. With increasing investments in infrastructure,

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connectivity to such towns is now becoming easier. This helps the retailer
to increase reach in such high potential markets.

The private label space in the organized Indian retail industry has begun
experiencing an increased level of activity. The share of private label
strategy in the US and the UK markets is 19 per cent and 39 per cent,
respectively, while its share in India is just 6 percent. Thus this gives a
tremendous opportunity for the homegrown label to expand its base.

India‘s price competitiveness attracts large retail players to use it as a

sourcing base.

Many international retailers are increasing their sourcing from India and
are moving from third-party buying offices to establishing their own wholly-
owned/wholly-managed sourcing and buying offices

1.9 Industry Evolution

 Traditionally retailing in India can be traced to the emergence of the

neighborhood Kirana stores catering to the convenience of the
consumers.
 Era of government support for rural retail: Indigenous franchise model
of store chains run by Khadi & Village Industries Commission.
 1980s experienced slow change as India began to open up economy.
 Textiles sector with companies like Bombay Dyeing, Raymond's, S
Kumar's and Grasim first saw the emergence of retail chains
 Later Titan successfully created an organized retailing concept and
established a series of showrooms for its premium watches.
 The latter half of the 1990s saw a fresh wave of entrants with a shift
from Manufactures to Pure Retailers.

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 For e.g. Food World, Subhiksha and Nilgiris in food and FMCG;
Planet M and Music World in music; Crossword and Fountainhead in
books.
 Post 1995 onwards saw an emergence of shopping centers mainly in
urban areas, with facilities like car parking targeted to provide a
complete destination experience for all segments of society.
 Emergence of hyper and super markets trying to provide customer
with 3 Vs - Value, Variety and Volume.
 Expanding target consumer segment: The Sachet revolution -
example of reaching to the bottom of the pyramid.
 At year end of 2000 the size of the Indian organized retail industry is
estimated at Rs. 13,000 crore.

1. 10 Retailing Format in India

 Malls:
The largest form of organized retailing today. Located mainly in
metro cities, in proximity to urban outskirts. Ranges from 60,000 sq.
ft. to 7,00,000 sq. ft. and above. They lend an ideal shopping
experience with an amalgamation of product, service and
entertainment, all under a common roof. Examples include
Shoppers Stop, Piramyd, and Pantaloons. Specialty Stores:
o Chains such as the Bangalore based Kids Kemp, the
Mumbai books retailer Crossword, RPG's Music World and
the Times Group's music chain Planet M, are focusing on
specific market segments and have established themselves
strongly in their sectors.

 Discount Stores:

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 As the name suggests, discount stores or factory outlets, offer
discounts on the MRP through selling in bulk reaching economies
of scale or excess stock left over at the season. The product
category can range from a variety of perishable/ non-perishable
goods.

 Department Stores:
Large stores ranging from 20000-50000 sq. ft., catering to a variety
of consumer needs. Further classified into localized departments
such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel
business from exclusive brand showrooms. Among these, the
biggest success is K Raheja's Shoppers Stop, which started in
Mumbai and now has more than seven large stores (over 30,000
sq. ft.) across India and even has its own in store brand for clothes
called Stop.

 Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper needs are
termed as Supermarkets. These are located in or near residential
high streets. These stores today contribute to 30% of all food &
grocery organized retail sales. Super Markets can further be
classified in to mini supermarkets typically 1,000 sq. ft. to 2,000 sq.
ft. and large supermarkets ranging from of 3,500 sq. ft. to 5,000 sq.
ft. having a strong focus on food & grocery and personal sales.

 Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near
residential areas. They stock a limited range of high-turnover
convenience products and are usually open for extended periods
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 during the day, seven days a week. Prices are slightly higher due to
the convenience premium.

 MBOs:
Multi Brand outlets, also known as Category Killers, offer several
brands across a single product category. These usually do well in
busy market places and Metros.

1.11 Recent Trends

 Retailing in India is witnessing a huge revamping exercise as can

be seen in the graph.
 India is rated the fifth most attractive emerging retail market: a
potential goldmine.
 Estimated to be US$ 200 billion, of which organized retailing (i.e.
modern trade) makes up 3 percent or US$ 6.4 billion.
 As per a report by KPMG the annual growth of department stores is
estimated at 24%.
 Ranked second in a Global Retail Development Index of 30
developing countries drawn up by AT Kearney.
 Multiple drivers leading to a consumption boom:
o Favorable demographics
o Growth in income
o Increasing population of women
o Raising aspirations: Value added goods sales
 Food and apparel retailing are key drivers of growth.
 Organized retailing in India has been largely in the urban areas.

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  Phenomenon with affluent classes and growing number of double-
income households.
 More successful in cities in the south and west of India. Reasons
range from differences in consumer buying behavior to cost of real
estate and taxation laws.
 Rural markets emerging as a huge opportunity for retailers reflected
in the share of the rural market across most categories of
consumption.
o ITC is experimenting with retailing through its e-Choupal and
Choupal Sagar’s rural hypermarkets.
o HLL is using its Project Shakti initiatives leveraging women
self-help groups to explore the rural market.
o Mahamaza is leveraging technology and network marketing
concepts to act as an aggregator and serve the rural
markets.
 IT is a tool that has been used by retailers ranging from
Amazon.com to eBay to radically change buying behavior across
the globe.
 E-tailing is slowly making its presence felt.

1.12 Conclusion

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The retail sector has played a phenomenal role throughout the world in
increasing productivity of consumer goods and services. It is also the
second largest industry in US in terms of numbers of employees and
establishments. There is no denying the fact that most of the developed
economies are very much relying on their retail sector as a locomotive of
growth. The India Retail Industry is the largest among all the industries,
accounting for over 10 per cent of the country’s GDP and around 8 per
cent of the employment. The Retail Industry in India has come forth as
one of the most dynamic and fast paced industries with several players
entering the market. But all of them have not yet tasted success because
of the heavy initial investments that are required to break even with other
companies and compete with them. The India Retail Industry is gradually
inching its way towards becoming the next boom industry.

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 CHAPTER II
COMPANY PROFILE

2.1 Introduction of Big Bazaar

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Big Bazaar is a chain of shopping malls in India currently with 31 outlets,
owned by the Pantaloons Group. The idea was pioneered by
entrepreneur Kishore Biyani, the head of Pantaloons Retail India Ltd. The
idea from the very beginning was to make Big Bazaar very comfortable
for the Indian customer. That was Kishore Ji’s strength as a retailer. He
had a lot of confidence in what he was doing, even though it defied
conventional logic.

Big bazaar is not just another hypermarket. It caters to every need of your
family. Where Big Bazaar scores over other stores is its value for money
proposition for the Indian customers. At Big Bazaar, you will definitely get
the best products at the best prices – that’s what they guarantee. With the
ever increasing array of private labels, it has opened the doors into the
world of fashion and general merchandise including home furnishings,
utensils, crockery, cutlery, sports goods and much more at prices that will
surprise you. And this is just the beginning. Big Bazaar plans to add much
more to complete their customers shopping experience.

If one looks at Indian bazaars, mandis, melas, they are environments

created by traders to give shoppers a sense of moment, of event, of
place. They provide an inclusive environment where men and women
from all castes, creeds and classes can come and shop at the same
place. The founders of Big Bazaar were from the beginning very clear
that they had to reflect the look and feel of Indian bazaars at their modern
outlets, so that no customer would feel intimidated with the surroundings.

In India most of us are not prepared for the consumerism that is setting in
this country. We underestimate how many people are going to fly and that
why our airports get crowded. We underestimate how many people will

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speak on the phone for how many billions of minutes and therefore our
cell phone networks are always congested. But the minds responsible for
the huge success of Big Bazaar have captured and understood the force
of consumerism that is unfolding.

Big Bazaar’s all over India attract a few thousand customers on any
regular day, and a lot more if they are offering something extra on each
buy, which they normally are! And the sales force at Big Bazaar along
with the executives is prepared for them.

2.2 Objectives of Big Bazaar

The central objective for earlier businesses of Big Bazaar was to bring in
stability and consolidation. They were built to enforce order. However, in
the new era where nothing remains constant, the dominant theme for
businesses needs to be speed and imagination.

The new macro-differentiator can be design. Design is helping companies

to sell differentiated experiences and solutions that connect with the
consumer’s emotions. It’s no longer about selling products and services
alone. Nor is it just about completing transactions. Every time a customer
walks in, it is an opportunity to build a relationship and invite the customer
to become a part of the transformational scenario. Design management is
helping us position the customer at the center of every decision we take
and also operate with true entrepreneurial spirit.

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2.3 Target customers

Big Bazaar targets higher and upper middle class customers because
there has been growth in Indian middle class that has so far been used to
buying apparel and groceries from small and cluttered neighborhood
market shops is fast realizing the joys of visiting malls that have redefined
the freedom to shop and entertain.

Such malls are the new temples of leisure and weekend entertainment.
India’s National Council for Applied Economic Research estimates that the
nation’s middle class population currently comprises about 17 million
households – 90 million people – with annual earnings ranging between
$4,500 (£2,400) and $22,000 (£11,736).

An additional 287 million could be termed as ‘aspirers’ or those that hope

to join the middle class in the near term. Rising incomes, particularly in the
lower and middle-income households, are impacting retail growth in India
as these groups tend to spend more on upgrading and diversifying their
lifestyles, eating out and moving on to processed and convenience foods.

2.4 Targeting young working class

The large and growing young working population is a preferred customer

segment for Big bazaar. These young people are early adopters of most
modern product lines.

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The ongoing boom in sectors such as information technology and
business process outsourcing has created a clientele with high
disposable income and an increased demand for lifestyle merchandise
such as watches, cosmetics and perfumes. This is a much-travelled and
brand-savvy urban population. Interestingly, an estimated 40-50% of the
Indian working woman’s salary is spent on apparel and footwear. Eating
out, mobile phones and accessories make up the other leading spending
options. Big Bazaar specifically target young, working professionals,
home makers who are primary decision maker.

2.5 Value for money

All our lines of business are consumer centric and I believe that if we are
to be in the larger consumer space, we would need to keep changing,
evolving and accordingly be flexible in our business plans. Consumers are
the same everywhere; we are only bound by our social systems. Their
desires, greed’s and needs are similar. The value for money proposition is
so ingrained in the Indian consumers mind that he needs to be shown true
value all the time.

Therefore, all our current and future businesses would necessarily have
the common denominator as the consumer.

All our alliances and relationships with many companies have been built,
keeping the synergies of business and consumer offerings in mind.

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2.6 Image

“Is se sasta aur accha kahin nahi” Nothing captures the spirit of Big
Bazaar better than this one liner. It is a simple statement and yet it
positioned at the top of Indian customers mind. It shows that big bazaar
was built on the foundation of entrepreneurship and simplicity. They
believe in service and value for the customers. They consider that it is
their only duty to keep customer in mind at every step, they go that extra
mile and buy directly from source in bulk so that they can get best rates
by keeping the margin low

Big Bazaar is constantly on the lookout for finding new ways and means
to improve the current state of affairs. Thus, innovation is a very important
aspect of their working strategy. The other very important philosophy is
that of Indian. All the concepts and formats as well as the way of doing
things are very Indian. The way Big Bazaar is designed and the way the
whole concept has developed reflects a sense of an Indian.

2. 7 Layout
In today’s competitive environment store design has now become a
strategic tool for differentiating the offerings of the store and retaining
customers. Customer’s perception regarding in-store design has
changed. They see shopping as an activity which gives fun and
excitement. Customers like to shop in a changing and exciting
environment. Retailers are developing innovative strategies for store
design. Store design is now become a marketing tool for retailers.
Thoughtful design of physical elements is a significant aspect for
communicating store image to customers.

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Retailers are giving more attention on creating favorable in store
environment for customers; this requires deep understanding of the target
customers.

In retail environment now more systematic attention is been given to

efficient designing of the store which influences the buying behavior of
the customers. Visual merchandising and store layout are considered as
most significant elements of in-store design. Visual merchandising
coordinates stores marketing, positioning and communication strategy.
Thoughtful in-store display creates favorable appearance of the store for
the target customer and attracts them towards products. Effective display
provides easy accessibility of product to target customers and
demonstrate the products in a way to make selection process easy for the
customers.

Efficient design of the store layout contributes to profitable utilization of

store space. Efficiently designed layout can create enjoying the
environment by providing convenient shopping. Retailers adopt different
patterns of store layout to encourage circulation of the customers to all
parts of the store and to provide easy accessibility of merchandising.

The ultimate objective of efficient store design is to increase sales and

profit of the store. Directly or indirectly the elements have some impact on
the buying behavior of the customers. Visual merchandising is considered
to create an interest in the customers and create a favorable image of the
store in the mind of the customers. Store layout provides convenience to
customers and makes shopping smooth. Retailers always try to create
favorable psychological impact on customers by designing element of the
store in most sophisticated way. E.g. retailers use graphics with social
meanings to associate customers with some life style

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2.8 Services

Big Bazaar provides a wide range of services to its customers like Trial
rooms, elevators, car parking, security, baggage counter, trolleys so that
one could shop easily.

They even provide them with after sale services in case of buying
electronic items. One of the major services provided by them is one stop
shop as one could get a whole range of items under one shop and at the
most reasonable price. They always have their outlets in such a location
where it is easy to commute.

They have also given major emphasis to convince for customers in which
layout has played a major role. The layout of the store is so effective that
customers find their way out of what they want. Big Bazaar provides good
employee service i.e. their salesmen are always ready to provide help.
Employee service is often neglected as part of good retail marketing but
customer and employee interaction can be used as the significant tool for
retail marketing.

2.9 Visual merchandising

Visual merchandising at Big Bazaar uses “Store display for promotional

purpose, but as customers are becoming more sophisticated, Big Bazaar
has found various techniques for effective display for providing
information and communicating image of the store to the customers,
helping them in taking purchase decision and creating exciting shopping
environment” Big Bazaar not only uses visual merchandising for
promoting their product, but they use it as a significant tool for creating

30
appropriate store environment and influencing purchase decision of
customers.

They use danglers and hoardings at the entrance of the store as this may
be a deciding element in a consumer’s decision to enter a store. It uses
various visual merchandising like it uses remarkable window display for
creating a shopping environment as it creates initiative impression in the
mind of customers as window display also sometimes become a deciding
factor whether to enter the store or not .

Retailers develop visual merchandising in order to relate customer’s

social life with the product, arouse their personnel interest for the product.
“Retailers can use combination of elements of in store display; such as
color, texture, lighting, fixtures, graphics, and signage.”

2.10 Merchandise

“Main objective of the store layout is to maximize the interface between

customers and merchandise” It provides easy accessibility to the
customers to view the offerings of the store. Layout of the store has been
strategically designed in order to make effective use of merchandise and
passage to draw customers’ attention on store’s offerings
Big Bazaar has a wide range of merchandise they have both branded and
unbranded products like:

 Home line items: Like bed sheets, pillow covers, carpets to kitchen
utility items like steel utensils and crockery and other minor utility
items required in a house

31
 Electronic items: like refrigerator, T.V, vacuum cleaner , music
system, vacuum cleaner, washing machine. Etc.

 Mobile Zone: A wide range of mobile phones and accessories is

available at lowest possible price

 Furniture: All kinds of furniture are available that one may require
for decorating their house.

 Opticians: In this section all brands and types fashion glasses are
available

 Men Ladies and kids wear: This section includes fashion and
casuals wear for men ladies and kids both branded and unbranded.

 Foot wear: In this section footwear for men women and kids is
made available.

 Music: A wide collection of CDs DVDs is made available

 Toys: All kinds of toys for children is available

 Stationary: all kind of office stationery and stationery for school

going kids is available

32
RESEARCH METHODOLOGY

33
This chapter describes the research methodology utilized for attaining the
most accurate results possible. It incorporates many elements needed to
conduct the study. They are as follows:
 Scope of the study
 Research design
 Collection of the data
 Analysis of the data
 Limitations of the study

Title
“Customer Satisfaction and Impulse Buying Patterns”

Objectives of the study are:

 To study the movement of the products at Big Bazaar.

 To study the customer orientation towards the products available at
Big Bazaar.
 To study the product preferences of customers at Big Bazaar.
 To study the recommendations for impulse buying by the
customers of Big Bazaar.

Research Design

34
The research design incorporates the basic structure of collecting,
measuring, and analyzing the data. The research design of the project is
descriptive as it describes data and characteristics associated with the
population purchasing general insurance.

Data Collection

Two-Level research was conducted for the study.

 Primary Data
o Primary data refers to the data that is collected on a first-time
basis. It is also considered as raw material as it’s data in the
form of the most original shape.

o For the collection of primary data, a questionnaire was prepared

for the customers shopping at Big Bazaar. The customers were
asked to fill a survey at the end of their checkout process that
will form the foundation of this study.

o The questionnaire was formed by keeping various aspects in

mind like Competing retails stores, customer profile, customer
satisfaction, the features and services desired by the customer,
and the reason for shopping with Big Bazaar. The responses
were analyzed to conclude this study.

o The responses were collected to analyze the customer

satisfaction towards everything Big Bazaar has to offer from
their products to their customer service.

o The questionnaire will also help the researcher understand the

impulse buying patterns of the customers vising Big Bazaar.

35
 There are a lot of times when customers visit the retail outlet
with a list in their mind but end up buying products that were not
included in the list. That is known as impulse shopping where
customers buy products apart from their intended lists or buying
patterns.

o The researcher was told to take a copy of the questionnaires

filled by 5 customers on a daily basis. The researcher was
supposed to take the questionnaires home and conduct the
study based on the topic assigned to them.

o The total number of questionnaires collected was 240 as 5

questionnaires were taken every day for 2 months at a 6
working days in a week shift.

o For convenience and more accurate results, random sampling

method was used to take out 100 random questionnaires out of
the 240 questionnaires pile.

o The collected questionnaires were then taken into evaluation

and the data was interpreted using percentage and graphical
mediums.

o After interpreting the data, the researcher was able to come at

some certain findings which were a discovery of the
questionnaire analysis.

o Due to the interpretation, analysis, and the findings, the

researcher came up with the limitations attached with the study.
Recommendations were also formed for the store by which they
could improve their services and increase the customer
satisfaction.

36
 o In the end, the study was concluded by keeping all the aspects
of the research and the analysis of the questionnaires filled by
the Big Bazaar customers.

 Secondary Data
o Secondary data refers to the data that has already been
collected by someone. The reason for them being referred to as
secondary is because they are in the form of a finished product
which has been collected and completed by someone already.

o Secondary data was collected to gain facts about the company

profile of Big Bazaar as profile includes their company details
and every other piece of information regarding them as an
organization.

o Secondary data was collected from websites and magazines

regarding the foundation of Big Bazaar as company and their
history as well.

o It was also used in creating the base of the retail industry as

well. Every aspect of the retail industry and chain stores was
collected by several different websites.

o Books were used as a reference to understand Marketing and

Research Methodology aspects. That includes understanding
the several tools used in Marketing and the methodologies
utilized while doing research work as well.

o Websites were also utilized to understand the potential future

growth of the company along with different aspects of a Big

37
 Bazar marketing model like location, image, services, products,
infrastructure, configuration, etc.

o All in all, the secondary data filled in all the information gaps in
the study and made it possible for the research to be formed as
a whole. It was also the medium that helped in analyzing the
primary data as well.
Sampling Design

Sampling is the process of choosing a few factors from a population by

which one can draw findings and conclusions regarding the whole
population.

 Population
o A population is a finite number of elements which the researcher is
going to target in a particular area.

 Sampling Unit
o Sampling Unit is the single unit of the population. A single individual
filling the questionnaire forms the sampling unit of the study.

 Extent
o Extent refers to the geographical area where there is a scope of
population. The extent of the study is limited to the customers
visiting the Big Bazaar store.

 Sampling Technique
o Market Allocation
o The selection of the respondents was done based on Random
Sampling Method.

38
 Sample size
o The sample size is the size of a sample drawn from the population
which is the true representative of the research. 100 units were
utilized to conduct this study.

Data Analysis and Interpretation

Analytical techniques are used to obtain findings and arrange information

in a logical sequence from the data collected. After the tabulation of the
data, the researcher used the following quantitative techniques.

 Graph
o Graphical representations are used to show the results in a
simple form. The graphs are prepared based on data that is
received from the percentage analysis.

Limitations of the study

The study suffers from a few limitations, which will have to be kept in mind
for the findings to be fairly interpreted:

 There can be errors due to the bias of respondents.

 The size of the sampling was not big enough to arrive at a strong
conclusion.
 The results should be interpreted with the above limitations in
perspective.
 Sampling has its limitations, which would have resulted in minor errors.

39
 CHAPTER III
ANALYSIS AND FINDINGS

40
 ANALYSIS

The tools and methods of data collection identified earlier were employed
to gather data on the consumer perception on Big Bazaar. The data
accrued, especially from the questionnaires circulated, are tabulated and
depicted on graphs in the following pages. The data thus gathered and
tabulated is analyzed.

The data is then scrutinized and relevant interpretations are drawn.

The major objectives of analysis of data are:
1. To evaluate and enhance data quality
2. Examine effects of other relevant factors
3. Customer satisfaction ratio,
4. Level of satisfaction,
5. Causes of dis-satisfaction,
6. Customer responses regarding services.

The data collection plan, including procedures, instruments, and forms,

was designed and pre-tested to maximize accuracy. All data collection
activities were monitored to ensure adherence to the data collection
protocol and to prompt actions to minimize and resolve missing and
questionable data. Monitoring procedures were instituted at the outset and

41
maintained throughout the study, since the faster irregularities can be
detected; the greater the likelihood that they can be resolved in a
satisfactory manner and the sooner preventive measures can be
instituted.

Question No. 1:

What is your age?

Options Respondents Percentage

Below 18 30 30

18 – 40 45 45

40 – 60 15 15

60 Above 10 10

Total 100 100

Table 1

42
 Response
100%
90%
80%
70%
60%
50% 30 Response
45
15
40%
30%
20%
10%
0%
Below 18
18 - 40
40 - 60
60 Above

Figure 1
Data:
The first criteria respondents were asked to indicate was the age group
they belonged to. Respondents were asked to choose among four age
group categories, viz., below 18, 18-40, 40-60, 60 above years. The age
groups were identified as key factors impacting shopping and purchase
decisions of consumers.

Analysis:
From the table, and graph depicted above, the distribution of the
population under study is evident. Of the 100 respondents who answered
the questionnaire, 45% indicated that their ages fell in the category 18-40
years 30% indicated below 18, 15% indicated 40-60 year and 10%
indicated 60 above.

Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
companies, can identify the demographics of the population that visit retail

43
outlets. The highest number of respondents falls in the age group 18-40. It
can be deduced that most of the consumers who visit retail outlets
regularly are the youth. They make up almost more than half of the
population who shop at retail stores.

Question No. 2:

What is your gender?

Options Respondents Percentage

Male 35 65

Female 65 35

Total 100 100

Table 2

44
 Response

Male
Female

Figure 2

Data:
Consumers were asked to indicate their gender. The object of this
question is to understand the demographics of the population under study.

Analysis:
From the table, and pie chart depicted above, the distribution of the
consumers is evident. Of the 100 respondents who answered the
questionnaire, 65 were female and 35 were male. It is evident from the
responses and the subsequent tabulation that the number of female
respondents was higher than that of the male respondents in the
population under study. Female are the major buyers at the Big Bazaar.

45
Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as
companies, can identify the distribution in the number of men and women
who visit the retail outlets and appropriate decisions can be made keeping
these numbers in mind.

The highest number of respondents were female, as is depicted by the

graph and chart presented above. The number of male respondents was
less compared to the female respondents.

Two decisions can be made from the above data collected:

 One, more women visit retail outlets than men.
 Two, more women are willing to fill out questionnaires and take a
survey than men.

Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two
areas. Retail outlets can appeal to the women customers by offering more
products geared especially towards women. They can provide a shopping
experience that women are particularly attracted to.

Another way that retail chains can use the above data is to think new
techniques so that they can appeal to the men rather than the women.

Since, fewer men visit retail stores as against women, the companies
have a large base of potential customers.

46
By providing products that are geared towards men and by providing a
shopping experience that attract men’s they can increase their loyal
customers.

Question No. 3:

How did you come to know about Big Bazaar?

Options Respondents Percentage

Electronic Media 30 30

Word of Mouth 40 45

Print Media 20 20

Hoarding 10 10

47
 Total 100 100

Table 3

Response
40
35
30
25
20
15 Response
10
5
0
ia
ed th
cM ou ia
ni fM ed g
o M iin
ctr d
o
in
t
ar
d
Ele or Pr Ho
W

Figure 3

Data:
Consumers were asked to indicate the source from where they got
information about Big Bazaar. The object of this question is to understand
the source of information of the population under study .

Analysis:
From the table, and graph depicted above, the distribution of the
consumers is evident. Of the 100 respondents who answered the
questionnaire, 40% people got information about Big Bazaar from word of
mouth, 30% from electronic media, 20% from print media, and 10% from
Hoardings.

48
Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as
companies, can identify the source of the information for the customers
from where they got the information about Big Bazaar.

 Appropriate decisions can be made keeping these numbers in

mind.
 We should increase the quality of service and which we are
providing to customers, so that we can increase loyal customers so
that they can influence more people and our customer base can be
increased.
 Secondly we can increase our advertisement on electronic media
as now days customers are also influenced by adds on TV, and
other electronic media.

Question No. 4:

How often do you shop?

Options Respondents Percentage

Once a week 45 45

Once in 2 weeks 30 30

Once a month 25 25

Total 100 100

49
 Table 4

Response

Vacuum Units
Power Tools
Electrical Units
N/A

Figure 5

Data:
Consumers approached were asked about their frequency in visits to
shops. The frequency points furnished were: Once a week, Fortnightly,
and Once a month. These frequency points were identified by observation
and interview as the average times that consumers shop.

Analysis:
From the table, and pie chart depicted above, the frequency of shopping
of the respondents is evident. Of the 100 respondents who answered the
questionnaire, 45 indicated that they shopped once a week, 30 indicated
that they shopped Fortnightly 25 who visit shops, malls or retail stores
once a month.

50
Interpretation:
This question is aimed at understanding how frequently consumers visit
shops and buy their products or avail of their services. The frequency
points laid before the respondent have been the result of observation and
interview. By analyzing the responses to this question, I the researcher, as
well as companies, can identify the number of times a customer is likely to
shop in a month’s time.

The highest responses have been attributed to once a week shopping. It

can be deduced that consumers who shop only once a week, pose very
different challenges to retail stores. Such customers can be presumed to
have a high disposable income and may buy more lifestyle or fashion
products.

Since they shop so frequently, they must continually be entertained and

attracted to make repeat purchases at stores. When targeting this
segment, companies must be able to get new stock every week, and
update their marketing strategies continuously.

As monthly customers can buy the products in bulk so they can shop
during (M.B.B) and other offer seasons but we can give every week big
discounts to customers so it’s more difficult to increase the customer base
of weekly customers.

It can be increased if employee handle the customer well, display of the

product, and ambience of the retail outlet is good.

51
Question No. 5:

Why do you shop at Big Bazaar?

Options Respondents Percentage

Good Offers 17 17

Great Prices 23 23
Products
Availability 35 35
Quality of
Products 25 25

52
 Total 100 100
Table 5

Response

Quality of Products

Products Availability
Response
Great Prices

Good Offers

0 5 10 15 20 25 30 35

Figure 5
Data:
Consumers approached were asked about their factors affecting their
purchasing decision. The factor points furnished were: Quality, Price,
Offer, and Availability of the products.

Analysis:
From the table, and pie chart depicted above, the factors effecting
purchasing decision of consumers is evident. Of the 100 respondents who
answered the questionnaire, 35 answered availability of product 25
answered quality, 23 answered price 17 answered offers as their main
factors influencing their buying decision.

Interpretation:
This question is aimed at understanding what elements attract the
consumer the most.

53
The preference points laid before the respondent have been the result of
observation. By analyzing the responses to this question, I the researcher,
as well as companies, can identify the biggest factors that influence the
consumers in favoring one store over others.

The highest responses and the highest factor have been attributed to
availability of products on sale, when choosing to shop at a particular
store.

Although it is said that the most important things in retail are “Location,
location, and location”, from the consumers’ point of view, proximity is of
little concern. The quality, price and variety of goods play big roles in the
decision making process.

Question No. 6:

What do you mostly shop at the Big Bazaar store?

Options Respondents Percentage

Accessories 25 25

Groceries 32 32

Clothing 30 30

Others 13 13

Total 100 100

Table 6

54
 Response

Accessories
Groceries
Clothing
Others

Figure 6
Date:
Consumers approached were asked to indicate the types of products they
mostly shopped at Big Bazaar. The types of products presented were
Clothing, Accessories, Groceries and others. These products were
identified by observation and interview as the most popular products that
consumers shop for frequently.

Analysis:
From the table, and pie chart depicted above, the product frequently
shopped for by consumers is evident. Of the 100 respondents who
answered the questionnaire, 32% indicated that they essentially shopped
for Groceries, 30% Clothing, 15% others (Luggage, Footwear etc.), and
25% Accessories. It is evident from the responses and the subsequent
tabulation that consumers, on an average, frequently shop for products in
the following descending order: Clothing, Accessories, Others and
Groceries.

55
Interpretation:
Of the consumers approached, 100 people agreed to fill in the
questionnaire and this specific question. This question is aimed at
identifying the products consumers shop for frequently at retail outlets.
The product categories given to the respondent are the result of
observation and interview. By analyzing the responses to this question, I
the researcher, as well as companies, can identify the main attractions of
products and services offered. The high number of responses indicate that
a large number of consumers visit retail outlets for groceries. Approx.
One-third of the respondents indicated that they visit retail outlets to
purchase Clothes. To the retail stores, the above tabulated responses
lead to a very important result. Groceries is the fastest moving consumer
good. Retail outlets that provide groceries and apparels can see a higher
rate of turnover and sales volume.

Question No. 7:

During which offer time do you shop the most at Big Bazaar?

Options Respondents Percentage

Wednesday
Bazaar 30 30
Monthly Bachat
Bazaar 50 50

Weekend Offers 20 20

Total 100 100

Table 7

56
 Response

Weekend Offers

Monthly Bachat Bazaar Response

Wednesday Bazaar

0 5 10 15 20
25 30 35
40 45 50

Table 7
Data:
Consumers were asked to answer the survey during which offer they shop
most at Big Bazaar. The object of this question is to understand the type
of offers which affect the sales of Big Bazaar.

Analysis:
From the table, and graph depicted above, the distribution of the
consumers is evident. Of the 100 respondents who answered the
questionnaire, 50% customers purchase decision are effected by
M.B.B(Monthly Bachat Bazaar ) 30% are influenced by Wednesday
Bazaar and only 20% got influenced by weekend offers.

Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as
companies, can identify the offers which influence the customers most
while purchasing at Big Bazaar.

Appropriate decisions can be made keeping these numbers in mind.

57
  We should increase the no. of offers days as we can give
fortnightly offers, and other additional discounts which are not
available outside of Big Bazaar, so that we can increase loyal
customers so that they can influence more people and our
customer base can be increased.
 Secondly we can increase our advertisement on electronic media
as now a day customers are also influenced by advertisements on
TV, and other electronic media, about different offers as many
customers are not aware of different offers going on at Big Bazaar.

Question No. 8:

Are you aware of brands owned by Big Bazaar?

Options Respondents Percentage

Food Bazaar 40 40

Tasty Treat 25 25

DJ & C 35 35

Total 100 100

Table 8

58
 Response

35
40 Food Bazaar
Tasty Treat
DJ & C

25

Figure 8
Data:
Consumers approached were asked if they were aware about the Big
Bazaar own brands as Food Bazaar, Tasty treat, DJ &C etc.

Analysis:
From the table, and pie chart depicted above, the awareness about big
bazaar own brands in the consumers is evident. Of the 100 respondents
who answered the questionnaire, 40 replied that they were aware about
Food Bazaar 25 were aware about Tasty treat and 35 were aware about
DJ & C brand.

Interpretation:
This question is aimed at the awareness in customers about the Big
Bazaar own brands. The object is also to analyze how to increase
awareness about the Big Bazaar own Brands among consumers. By
analyzing the responses to this question, I the researcher, as well as

59
companies, can identify the awareness about the big bazaar own brands
among consumers.

This indicates that although most consumers are aware about the big
bazaar brands Food Bazaar brands are more popular than other brands.

Question No. 9:

Are you satisfied by the products from the brands that are
owned by Big Bazaar?

Options Respondents Percentage

Yes 65 65

No 35 35

Total 100 100

Table 9

60
 Response
65
70
60
50
40 Response
35
30
20
10
0
Yes
No

Figure 9

Data:
Consumers approached were asked about their satisfaction level with the
Big Bazaar own Brands. This question was answered by 100 consumers.

Analysis:
From the table, and graph depicted above, the satisfaction level among
the customers about Big Bazaar own brands Of the 100 respondents who
answered the questionnaire, 65 replied yes that they were satisfied with
the big bazaar brands and there were 35 people who were not satisfied
with big bazaar brands.

Interpretation:
Of the consumers approached, 100 people agreed to fill in the
questionnaire and this specific question. This question is aimed at

61
satisfaction level among the customers for Big Bazaar brand. By analyzing
the responses to this question, I the researcher, as well as companies,
can identify that many customers are satisfied with the own brand of Big
Bazaar.

From the tabulated data depicted above and responses of the consumers,
we can see that to promote own brand we should advertise more and
packaging can be made more attractive.

Question No. 10:

Where do you think there is a need of improvement regarding

Big Bazaar’s operations?

Options Respondents Percentage

Cashier’s Speed 45 45

Staff’s
Knowledge 30 30

Waiting Time
Management 25 25

Total 100 100

62
 Table 10

Response

Cashier's Speed
Staff's Knowledge
Waiting Time Management

Figure 10
Data:
Consumers were asked to answer that in which operation they want
improvement at Big Bazaar. The objective of this question is to understand
the improvement area at Big Bazaar.

Analysis:
From the table, and pie chart depicted above, the distribution of the
consumers is evident. Of the 100 respondents who answered the
questionnaire, 45% customers need improvement in Cashier speed 30%
are not satisfied with the staff knowledge about the product 25% thought
waiting process management is not good at Big Bazaar.

Interpretation:
By analyzing the responses to this question, I as ,a researcher, as well as
companies, can identify the improvement areas in operations at Big
Bazaar.
63
Appropriate decisions can be made keeping these numbers in mind.
 We should increase the no. of cashiers at least on Wednesday
Bazaar, Weekends, Monthly Bachat Bazaar.
 Secondly we can increase sources of entertainment to manage the
waiting process management; we can play good songs so that
customers are not irritated during waiting.

64
 FINDINGS AND INFERENCES

FINDINGS

 Young women form the majority of the customers shopping at Big

Bazaar.

 Electronic media has a great impact on customers they are getting

aware about new products and related offers.

 Customers are shopping on a daily basis and catching fresh

products and deals because of the availability of all kinds of
products under one single roof. This is also there due to the stores
being located nearby the customer’s houses as well.

 The biggest and the most significant items bought by the customers
at Big Bazaar are Groceries. The customers are majorly aware

65
 about the brands available at Big Bazaar and they satisfied with the
products’ quality as well.

 All the customers want that their time should not waste after
shopping, number of cashiers should be increased, and waiting
process management should be improved.

RECOMMENDATIONS AND LIMITATIONS

66
 RECOMMENDATIONS

 To increase more footfalls more promotional activities must be carried out.

For this BIG BAZAAR can either offer more discounts or increase their
advertisements. Increase in the number of footfalls will lead to increase in
sales.

 Allowing more space between the entrance of a store and a product gives
it more time in the shopper’s eye as he or she approaches it. It builds a
little visual anticipation.

 The number of trial rooms available at BIG BAZAAR is very less as

compared to the number of people coming. This usually results in long
queues and waiting by customers.

67
 Install more full length mirrors inside the store so as to assist the
customers to make better purchase decisions.

 Play light music inside the store to make the shopping a pleasurable
experience.

 They can also exhibit their new line of clothing through events like fashion
shows.

 Baskets should be scattered throughout the store, wherever shoppers

might need them. Many customers don’t begin seriously considering
merchandise until they have browsed a bit.

LIMITATIONS

 This research has a number of limitations that must be acknowledged.

 First, the sample used for this study consisted mostly of college students.
Therefore, these results may not be applicable to the wider population in
general.

 Secondly, the results of this study are limited to a specialty retail branded
purchasing context.

 Lastly, it must be acknowledged that there may be numerous other

variables that contribute to the development of customer satisfaction,
customer loyalty, and word of mouth communication which are briefly
touched upon below.

68
 To convince the people for a proper interviewing process is also difficult.

 The figures have been taken as approximations.

69
 CONCLUSIONS

 The report reveals that there is huge scope for the growth of
organized retailing and improvement of Big Bazaar Store in Delhi
city.

 With the changing lifestyle, modernization and westernization there

exists a huge scope for the growth of Big Bazaar store and is
therefore a threat to unorganized retailing.

 Big Bazaar store are able to provide almost all categories of items
related to food, health, beauty products, clothing & footwear,
durable goods so it become quite easier for the customer to buy
from one shop and hence is a convenient way of shopping when
compared to unorganized retailing.

70
 Aggressive Marketing is the key to increasing the market share in
this area, since the market has a lot of potential both in terms of
untapped market.

71
 APPENDICES

Bibliography

 Marketing Research
Donald S. Tull & Del I.Howkins

 Research Methodology, Methods & Techniques

Kothari C.R.

 https://www.bigbazaar.com/

 https://en.wikipedia.org/wiki/Big_Bazaar

 https://www.ibef.org/industry/retail-india.aspx

72
 https://en.wikipedia.org/wiki/Retailing_in_India

 https://www.pwc.in/industries/retail-and-consumer.html

 https://www.fibre2fashion.com/industry-article/2203/indian-retail-industry-
its-growth-challenges-and-opportunities

 https://www.healthknowledge.org.uk/public-health-textbook/research-
methods/1a-epidemiology/methods-of-sampling-population

Checkout Customer Questionnaire

Question 1: What is your age?

 Below 18
 18 – 40
 40 – 60
 60 Above

Question 2: What is your gender?

 Male

 Female

73
Question 3: How did you come to know about Big Bazaar?

 Electronic Media

 Word of Mouth

 Print Media

 Hoarding

Question 4: How often do you shop?

 Once a week

 Once in 2 weeks

 Once a month

Question 5: Why do you shop at Big Bazaar?

 Good Offers

 Great Prices

 Products Availability

 Quality of Products

Question 6: What do you mostly shop at the Big Bazaar store?

 Accessories

 Groceries

 Clothing

 Others
74
Question 7: During which offer time do you shop the most at Big Bazaar?

 Wednesday Bazaar

 Monthly Bachat Bazaar

 Weekend Offers

Question 8: Are you aware of brands owned by Big Bazaar?

 Food Bazaar

 Tasty Treat

 DJ & C

Question 9: Are you satisfied by the products from the brands that are
owned by Big Bazaar?

 Yes

 No

Question 10: Where do you think there is a need of improvement

regarding Big Bazaar’s operations?

 Cashier’s Speed

 Staff’s Knowledge

 Waiting Time Management

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REMARKS:
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