INDEX

TABLE-CHART INDEX

Fig.
NAME OF THE CHART PAGE No.
No.
3.1 MARKETING MIX 15
3.2 STORE’S ADVERTISEMENT 16
3.3 PURCHASING PRODUCT IN STORE 17
3.4 CHOOSE PRODUCT (BIG-BAZAAR) 19
3.5 CHOOSE PRODUCT (D-MART) 22
3.6 UNEXPECTED OFFERS 24
3.7 DISTANCE OF STORE 26
3.8 PARKING FACILIITY STORE STRUCTURE 27
3.9 LOCATION OF STORE 28
3.10 CHOOSE FACTOR 30
3.11 SOURCE ABOUT OUTLET 33
3.12 OFFER 33
3.13 TAGLINE OF BIG-BAZAAR 36
3.14 TAGLINE OF D-MART 38
3.15 ADVERTISEMENT EFFECT 39
4.1 PROMOTIONAL ACTIVITIES OF STORE 41
4.2 PATTERN CHANGE AT PROMOTION 42
4.3 SERVICE PROVIDED BY STORE 46
4.4 SERVICE OF STORE 47
4.5 ORGANIZATION STRUCTURE 49
4.6 STORE STRUCTURE 51
4.7 DEMOGRAPHIC ANALYSIS-AGE 53
4.8 OCCUPATION 54
4.9 FAMILY MEMBER 55
4.10 VISIT A STORE 56
4.11 EXPENSE IN SHOPPING 57
4.12 SECTION OF THE STORE LIKE THE MOST 59
4.13 GENDER 61
4.14 REASON COMING TO THE STORE 62
4.15 REASON IT’S AN BIG BAZAAR 63
 INTRODUCTION TO THE TOPIC:

The departmental stores originated in the European countries during the 19th century. The
first departmental store known as BON MARCHE was established in France in the year
1852. Two more departmental stores viz; the LOUVRE and the PRINTEMPS were
established in 1855 and 1856 respectively.

Gradually the departmental stores started getting immense popularity. In England,

departmental stores came into existence in 1840 and in the U.S.A. in the middle of nineteenth
century.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,
Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines
the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience
and hygiene. Food Bazaar, food and grocery chain and launch Central, a first of its kind
seamless mall located in the heart of major Indian cities, followed this. Some of its other
formats include, Collection I (home improvement products), E-Zone (consumer electronics),
Depot (books, music, gifts and stationary), All (fashion apparel for plus-size individuals),
Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its
retailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint
venture companies with a number of partners including French retailer Etam group, Lee
Cooper, Manipal Healthcare, Jaywalker’s, Gini & Jony and Liberty Shoes. Planet Retail, a
group company owns the franchisee of international brands like Marks & Spencer,
Debenhams, Next and Guess in India.

Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial
year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by
Retail Asia-Pacific Top 500 magazine in 2006.
Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to
cater to the entire Indian consumption space. The Future Group operates through six
verticals: Future Retail (encompassing all retail businesses), Future Capital (financial
products and services), and Future Brands (management of all brands owned or managed by
group companies), Future Space (management of retail real estate), Future Logistics
(management of supply chain and distribution) and Future Media (development and
management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in the near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner." One of the core values at Future Group is,
'Indian’s' and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in
Future Group, will not wait for the Future to unfold itself but create future scenarios in the
consumer space and facilitate consumption because consumption is development. Thereby,
we will effect socio-economic development for our customers, employees, shareholders,
associates and partners.

Our customers will not just get what they need, but also get them where, how and when
they need. We will not just post satisfactory results, we will write success stories. We will
not just operate efficiently in the Indian economy, we will evolve it.
DEPARTMENTS WITH THEIR PRODUCTS

1) Men’s Department
 Formals (Shirts & Pants)
 Jeans T-Shirts
 Major brands in this department
 Pantaloon

2) Furniture Department
 Dining Table
 Bedroom Accessories
 Hall accessories (Sofa sets, Chairs, Computer table etc)
 Mattresses

3) Home Decor
 Flower vase
 Artificial Flowers  Assorted color Stones
 Religious gifts  Frame Paintings
 Candle stand  Water falls (artificial)
 Umbrellas  Birthday items
 Photo Frames
LITRATURE REVIEW
(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et al 1998),
with some research efforts having attempted to explore the evolution of store image
formation(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis of
retail patronage studies (Pan & Zinkhan 2006). However, the existing literature did not retail
image. Consumers’ perception of store image is based, in part, on functional qualities that the
store may possess, and by other, less tangible or psychological attributes (Lindquist 1974).
Lindquist analysed over 20 studies dealing with store image formation and identified 35
different aspects that in reveal any prior studies where clustering techniques had been used
to study consumers’ perceptions of stofluence store image formation. These were grouped
into nine broad categories, including: merchandise, service, clientele, physical facilities,
convenience, promotion, store atmosphere, institutional attributes, and post-transaction
satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and verified that
“merchandise related aspects” (such as quality, pricing and assortment), and “service
related aspects” (such as quality in general and salesperson’s service) are among the most
important components of store image. A 1994 study by Baker, Grewal and Parasuraman
confirmed that “the store image literature suggests there are linkages between merchandise
and service quality, and store image.” A later study by Baker, Grewal and Voss (2002) also
confirmed that service quality was a key determinant of store image. Given the prevalence
in the literature of merchandise and service as two key determinants in the formation of
store image, these two attributes were selected for this present study to gauge consumer’s
perceptions of retail stores. These attributes were incorporated in this study by obtaining
consumer similarity judgments on retailers’ “service quality” and “merchandise quality”.
The clustering of retail stores based on these two attributes will yield a better
understanding of competition within the retailing industry. This is of interest from a
strategic marketing standpoint in that many off-price retailers carry the same quality
merchandise as other, higher priced retailers (namely, department stores and specialty
stores). In previous years, competition within the retail sector was more clearly delineated
in that department stores tended to compete with other department stores; and in general,
stores of a specific type tended to compete with like stores in reality, these distinctions (at
least with regards to merchandise quality) may not be as clear today since off-price retailers
often carry the same merchandise as specialty and department stores. No longer can the
competition be viewed as narrowly – merely by store type - as it had been in the past for
purposes of marketing strategy development. Off-price retailers strive to convince
consumers that their product quality is comparable to that of department stores. This study
will enable us to confirm whether consumer perceptions of product quality will also yield
information that would be of strategic interest to retailers.
Research Methodology:
Since the study is on retail sector first the detail study of the store is been conducted about
its Management team its structure the number of departments which all brands does the store
has, who are its suppliers about its warehouses.

Based on the topic objectives were set and to arrive at the opinion on objectives a set of 120
questionnaires were designed of 26 questions and response is collected from the customers
who are visiting the store. For data collection Random Convenient sampling method was
adopted.

2.2 RESEARCH OBJECTIVE

 To scan customer buying behavior.
 To know the promotional strategy of Departmental Stores.
 To know the relation between promotional strategy and buying decision.
 To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to demand analysis.

 To analyse product mix.

2.3 Data Collections Methods:

Market research requires two types of data i.e. secondary data and primary data.
Primary data has been used abundantly for the study.  Well-structured questionnaires were
prepared & the survey was undertaken. Feedback for the display has been taken by asking
questions & observation has also done to gather primary information. 

There is also a use of secondary data, collected from the various journals, books, and
websites & from Store managers.
Primary data - Field Survey

Secondary data - Records,Book ,

Company Websites
 Area of research: - Kolar Gold Fields
Research approach: - Survey method

2.4 Sampling Method

Since the study is restricted to Retail sector, all the functional Departments of Big Bazaar
& D-Mart and the respondents are found at the store only so according to the convenience
randomly they are being picked so sampling method is used in this study is Random
Convenient Sampling.

Sampling

Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

2.6 Company overview

In its nature, the Indian retail market is in sharp contrast to the global situation. Like the rest
of the world, it is large, with sales amounting to $180 billion and accounting for 10-11 per
cent of the GDE56. However, it is also exceptionally fragmented and unorganized. With
close to 12 million outlets today57, India has the largest retail outlet density in the world.
However, most of these outlets are with very basic offerings, fixed prices, zero usage of
technology, and little or no ambience. These are highly competitive outlets, with cheap
labour. Many of them also leverage the low or no cost of family labour to provide services
like home delivery that would be uneconomic for any organized retailer.
There are multiple causes for this low level of modernisation in Indian retail. Primary among
them are the stifling restrictions on consumer goods and consumerism that existed till the
1990s. As citizens of the world's largest democracy, people were entrusted with the right to
elect their government but were denied, as consumers, the right to choose their products. The
consumer industry was suffocated by controls, production was paralysed by a license system,
and companies were either forbidden entry or denied manufacturing scale. Investment in
product development withered from a lack of incentives while the import of foreign goods
was throttled by tariffs that often rose above 150 per cent. This was as true of fast-moving
consumer goods as of consumer durables and apparel.

The inability to offer a wide range of products was further worsened by the marketers'
inability to create economies of scale in sourcing. The high fragmentation in suppliers and the
supply chain, the restrictions on inter-state movement and on stocking prevented
development of scale. Further, the limited set of organised options prevented retailers from
negotiating better terms with their suppliers. The lack of a consumer culture, along with low
incomes, prevented the development of formats such as department stores that work on
superior ambience and design to capture consumers. Limited products put consumers
perpetually on the back foot. They were reduced to a state where they almost felt rewarded if
they were allowed to buy a product. Further, the country was effectively isolated from the
world through a tightly controlled television and radio media, and did not share in the
growing consumer-oriented culture sweeping the West and other parts of Asia, very few
banks were willing to invest in retail, while real estate restrictions made it impossible to
access land of reasonable size. The lack of retail oriented education courses made it difficult
to get trained people. Constraints on foreign direct investment prevented the entry of most of
the world's leading retailers. Further, organised retailers were cost-disadvantaged against
their non-organised competitors. All of this resulted in India having the most basic form of
retailing

2.7 Analysis and interpretation

SWOT ANALYSIS

Strengths:

 High brand equity enjoyed by the Major Department Stores around

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods

Weakness:

 Unable to meet store opening targets on time

 Falling revenue per sq ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
 Limited only to value offering low price products. A no of branded products are still
missing from store line of products.

Opportunity:

 A lot of scope in Indian organized retail as it stands at approximately 4%.

 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large variety
under one roof

Threats:
  Competition from other value retail chains such as Shoprite, Reliance (Fresh and
trends), Hypercity and provisional stores.
 Unorganized retail also appears to be a threat to departmental store business. A large
population still prefers to visit local convenient stores for daily purchases
 Changing Government policies
 International players looking to foray India

CHAPTER-3 Data analysis and Interpretations

3.1 Definition of Marketing mix.
Marketing mix is the combinations of elements that you will use to market your
product. There are four elements: Product, Place, Price and Promotion. They are called the
four Ps of the marketing mix. Some people think that the four Ps are old fashionable and
propose a new paradigm: The four Cs!* Product becomes customer needs; Place becomes
convenience, price is replaced by cost to the user, promotion becomes communication. It
looks like a joke but the Cs is more customer-oriented.

Fig.3.1

Store’s advertisement
Store No. %

Big-Bazaar 74 61.67
D-Mart 46 38.33

Total 120 100

Store’s advertisement

38.33

61.67

Fig.3.2

ANALYSIS:
From the survey, from 120 respondents, gave response for more powerful advertise to Big-
Bazaar is 61.67% & D-Mart is 38.33%.

INTRPRETATION:
Majority of the customers are give response for most powerful advertisement is Big-Bazaar.
We can also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding, newspaper, is most of the part of purchasing by
advertisement.

3.2 4p’s of Big Bazaar & D-Mart

Product:
  Purchasing a product in Store

Store NO. %
Departmental Stores 52 43.33
Provisonal Stores 38 31.67
Both 30 25.5
None 0 0.0
Total 120 100

Purchasing a product in Store

17.5 7.5

43.33

31.67

Fig.3.3
ANALYSIS:
From the survey, from 120 respondents, gave response Big-Bazaar is 43.33% & D-mart
is 31.67% & both is 17.5% and none 7.5%.

INTERPRETATION:

Majority of the customers are given response to Big-Bazaar, We can also interpret from
this that big bazaar has located itself in a good place from where it is able to attract
customers. As a hypermarket which is to be located far off the city, big bazaar has located
itself in a good place from where it is convenient for people to visit big bazaar.

Departmental Stores
Departmental Stores offers a wide range of products which range from apparels, food,
farm products, furniture, child care, toys, etc. of various brands like Pantaloon, 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:
- DJ & C
- Tasty Treat

 End. Notes
 Four Cs! - Consumer wants and need Vs Product
- Cost to satisfiy Vs Price
- Convenience to buy Vs Place
- Communication Vs Promotion
 HUC - Hindustan Unilever Ltd.
 ITC - Indian Tobacco Company
 P&G - Procter & Gambler

 Choose the product from the store.

Department Stores
1 2 3 4 5 6
% % % % % %
Advertisement 17.05 20.45 9.09 11.36 17.61 24.43
Reference 11.93 16.47 20.45 15.9 14.77 20.45
Experience 16.48 14.78 21.02 14.2 11.36 22.16
Quality 16.48 9.66 24.43 22.16 15.91 11.36
Quantity 21.59 21.02 10.8 12.5 24.43 9.66
Service 16.48 17.61 14.2 23.86 15.91 11.93
 Choose Product
100%
11.36 9.66 11.93
90% 24.43 20.45 22.16
80% 15.91 24.43 15.91
70% 14.77 11.36
17.61
60% 14.2 22.16 12.5 23.86
15.9
Percentage 50% 11.36 10.8
40% 9.09 20.45 21.02 24.43 14.2
30% 21.02
20.45 14.78 17.61
20% 16.47 9.66
10% 17.05 16.48 16.48 21.59 16.48
11.93
0%
t ce ce ty y
en ali tit ice
m r en ir en u an rv
se fe pe Q Qu Se
erti Re Ex
A dv

Fig.3.4

ANALYSIS:
From the survey, from 120 respondents, gave response for choose product from the store
to First rank Departmental stores is 17.04%, & Second rank is 20.40%, & Third rank is
9.09%, & Fourth rank is 11.36%, & Fifth rank is 17.61%, & Sixth rank is 24.46% of them
Advertisement. Give First rank is 11.93%, & Second rank is 16.48%, & Third rank is
20.45%, & Fourth rank is 15.90%, & Fifth rank is 14.77%, & Sixth rank is 20.45%, of them
Reference. Give First rank is 16.48%, & Second rank is 14.78%, & Third rank is 21.02%, &
Fourth rank is 14.20%, & Fifth rank is 11.36%, & Sixth rank is 20.15%, of them Experience.
Give First rank is 16.48%, & Second rank is 9.66%, & Third rank is 24.43%, & Fourth rank
is 22.15%, & Fifth rank is 15.90%, & Sixth rank is 11.36%, of them Quality. Give First rank
is 21.59%, & Second rank is 21.02%, & Third rank is 10.79%, & Fourth rank is 12.15%, &
Fifth rank is 24.43%, & Sixth rank is 9.65%, of them Quantity. Give First rank is 16.48%, &
Second rank is 17.61%, & Third rank is 14.20%, & Fourth rank is 23.66%, & Fifth rank is
15.90%, & Sixth rank is 11.93%, of them Service.

INTREPRETATION:
Majority of the customers are gave response for quantity is the most choose the product
from the store. We can also interpret that Big Bazaar is designed as an agglomeration of
bazaars or Indian markets with clusters offering a wide range of merchandise including
fashion and apparels, food products, general merchandise, furniture, electronics, books, fast
food and leisure and entertainment sections are also of this product are available in bulk at
big bazaar.

Provisional Stores
Provisional Stores offer products to satisfy the entire family’s needs. Merchandise offered at
Provisional Stores is always at lower prices. Stores are designed with customer convenience
in mind. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes,
couple with easy-to-understand communications and information.
Provisional Stores ofeers a widw selections of products which range from pparels,Foods,
Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games
Stationery, Home Appliances, Footwear.
The service offered was somewhat okay. As soon as we went in, the security (lady) informed
us that she was putting our belongings inside a Provisional Stores green clothed bag and
sealing it. Even the purse bag of my mother was sealed inside. We had to argue with the
security guard and finally we managed to get the purse out. We began shopping with 10
minutes of wasted time and a rather bad mood to begin shopping with.
The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell without
understanding the requirements of the customer. On the Priya pickle offer (1free for 2
bought) the staff lady wanted us to buy the same pickle three times. This was a stupid idea,
what would we do with 3 achaars of the same mango, or ginger, or lime? Finally after we
explained the stupidity behind her reasoning she relented and let us chooses a variety of three

 Choose the product from the store.

D-Mart

1 2 3 4 5 6
% % % % % %
Advertisemen 16.13 22.58 20.16 13.71 12.1 15.32
t
Reference 14.51 19.35 15.32 18.55 20.16 12.1
Experience 25 17.74 22.58 8.06 11.29 15.32
Quality 23.39 12.1 7.26 17.74 16.13 23.39
Quantity 10.48 13.71 20.97 21.77 17.74 15.32
Service 10.48 14.52 13.71 20.16 22.58 18.55
 Choose Product
100%
15.32 12.1 15.32 15.32 18.55
90% 23.39
80% 12.1 20.16 11.29 17.74
70% 8.06 16.13 22.58
13.71
60% 18.55
22.58 21.77
percentage 50% 20.16 17.74 20.16
40% 15.32 7.26
17.74 20.97 13.71
30% 22.58 12.1
19.35
20% 13.71 14.52
10% 25 23.39
16.13 14.51 10.48 10.48
0%
t
en ce ce
ali
ty ty ice
m r en ien u anti rv
tis
e fe pe
r Q Qu Se
er Re Ex
v
Ad

Fig.3.5

ANALYSIS:
Give response for choose product from the store to First rank Provisional Stores is
16.12%, & Second rank is 22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, &
Fifth rank is 12.09%, & Sixth rank is 15.32% of them Advertisement. Give First rank is
14.51%, & Second rank is 19.35%, & Third rank is 15.32%, & Fourth rank is 18.54%, &
Fifth rank is 20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank is 25%, &
Second rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is
11.29%, & Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, & Second
rank is 12.09%, & Third rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is 16.12%, &
Sixth rank is 23.38%, of them Quality. Give First rank is 10.48%, & Second rank is 13.70%,
& Third rank is 20.96%, & Fourth rank is 21.77%, & Fifth rank is17.74%, & Sixth rank is
15.32% of them Quantity. Give First rank is 10.48%, & Second rank is 14.51%, & Third rank
is 13.70%, & Fourth rank is 20.16%, & Fifth rank is 22.58%, & Sixth rank is 18.54% of them
Service.

INTERPRETATION:
 Majority of the customers are gave response for quality choose the product from the
store. We can also interpret that Provisional Stores are provided to customers good quality of
products. And many people are satisfied to service & quality

Pricing:

 Unexpected offers

No. %

Yes 71 59.17

No 49 40.83

Total 120 100

Unexpected offers

40.83
Yes
No
59.17

Fig.3.6

ANALYSIS:
From the survey, from 120 respondents, gave response for like to make your
purchase under unexpected offers to Yes is 59.17%, & No is 40.83%.

INTERPRETATION:

Majority of the customers are give response for interested to buy under unexpected offers
only.
Departmental Stores
The pricing objective at Big Bazaar is to get ³Maximum Market Share. Pricing at Big
Bazaar is based on the following techniques:
 Value Pricing (EDLP - Every Day Low pricing):

Departmental Stores promises consumers the lowest available price without coupon
clipping, waiting for discount promotions, or comparison shopping.
 Promotional Pricing:

Departmental Stores offers financing at low interest rate. The concept of psychological
discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Departmental Stores
also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
 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. e.g. Wednesday Bazaar

Bundling:
It refers to selling combo-packs and offering discount to customers. The combo- packs
add value to customer and lead to increased sales. Departmental Stores lays a lot of
importance on bundling.
e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)
5kg oil + 5kg rice + 5kg sugar for Rs 599

D-Mart
The prices offered are economical over here. Provisional Stores offers minimum 5%
discount on MRP on all items except medicines, grocery and vegetables and fruit items.
The product mix was fairly good. Lot of variety was available for all types of products.
The assortments done for apparels was as per the price in descending order and as per the size
i.e. extra large, large, medium and small. Also, in nearby racks the assortment was as per size
nos. i.e. 28, 30, 32, etc for trousers and 38, 39, 40, 42, 44, etc. for shirts.
Provisional Stores gift coupons us an ideal way for organization to reward or gift their
employees. Provisional Stores offers gift coupons in denominations of 250 (worth Rs 250)
and 500 (worth Rs 500). Individuals may also receive gift coupons if their off-take us Rs
10,000 or more.

Place:
Distance of store

No. %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.16
More thane 15 14 11.66
Total 120 100

Distance of store
11.66 00--05
14.16 32.5
05--10
10--15
41.68 More thane 15

Fig.3.7

ANALYSIS:
From the survey, from 120 respondents, gave response for How much distance to the
store to 32.5% of them 0-5 km, & 41.68% of them 5-10 km, & 14.16% of them 10-15
km, & 11.66% of them More than 15 km.

INTERPRETATION:
Majority of the customers are give response for 0-5 km distance to the store.
  Parking facility

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Parking facility
34.17

Yes
No

65.83

Fig.3.8

ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the parking
facility provided to Yes is 65.83%, & No is 34.17%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with the parking space
availability provided by store. Hence In holidays probably it will be very essay for customers
to park their vehicle in store.

 Location of store

No. %
Yes 83 69.17
No 37 30.83
Total 120 100
 Location of store
30.83

Yes
No

69.17

Fig.3.9

ANLYSIS:
From the survey, from 120 respondents, gave response for happy with the location of
the store to Yes is 69.17%, No is 30.83%.

INTERPRETATION:
Majority of the customers are give response for happy with the location of the store.
We can also interpret from this that store has located itself in a good place from where
it is able to attract customers. As a hypermarket which is to be located far off the city,
store has located itself in a good place from where it is convenient for people to visit
store.

Department Stores
The Department stores are operational across three formats ² 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 lake sqft. Currently Department stores operates in over 34 cities and towns across
India with 116 stores. Apart from the Metros these stores are also doing well in the tier II
cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting
stores in developing areas to take an early advantage before the real estate value booms. Mr.
Biyani is planning to invest around Rs 350 crore over the next one year expansion of
Department stores 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.
`
DFHFDFHHDF

FDH

FD

D-Mart
The D-Mart stores are operational across three formats hypermarkets spread over 30,000-
35,000 sq ft, the Express format over 7,000-10,000 sq ft and the Super Centers set up over 1
lake sqft. Currently D-Mart operates in over 15 cities and towns across India with 70 stores.
These stores are normally located in high traffic areas. 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:
 Choose factor for most while purchasing.

Big-Bazaar
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92
Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73
Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32
Availability 09 12.16 08 18.91 14 18.92 25 33.78 08 10.81
of Products
Quantity 11 14.86 13 17.57 04 05.41 16 21.62 12 16.22
Total 74 100 74 100 74 100 74 100 74 100
D-Mart
 1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 15 32.61 12 26.09 14 30.43 07 21.73 04 08.69
Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61
Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22
Availability 05 10.87 08 17.39 03 06.52 03 6.53 11 23.91
of Products
quantity 06 13.04 03 06.52 15 32.60 07 15.22 09 19.55
Total 46 100 46 100 46 100 46 100 46 100

Fig.3.10

ANALYSIS:
From the survey, from 120 respondents, gave response for Choose from factor which
attracted you most while purchasing, to give first rank Big-Bazaar is 29.73%, & second rank
is 20.27%, & third rank is 22.97%, fourth rank is 13.51% and five rank 18.92% of them
Offer. Give First rank D-Mart is 32.61%, & Second rank is 26.09%, & Third rank is 30.43%,
& Fourth rank is 21.73% and five 8.69% of them Offer. Give first rank Big-Bazaar is
20.27%, & second rank is 16.21%, & third rank is 25.68%, fourth rank is 31.08% of them
Service. Give First rank D-Mart is 34.78%, & Second rank is 19.56%, & Third rank is
13.04%, & Fourth rank is 32.60% of them Service. Give first rank Big-Bazaar is 22.99%, &
second rank is 20.28%, & third rank is 16.22%, fourth rank is 40.54% of them Quality. Give
First rank D-Mart is 19.57%, & Second rank is 13.06%, & Third rank is 28.26%, & Fourth
rank is 39.14% of them Quality. Give first rank Big-Bazaar is 14.86%, & second rank is
35.14%, & third rank is 35.13%, fourth rank is 14.87% of them Availability of Product. Give
First rank D-Mart is 23.91%, & Second rank is 34.78%, & Third rank is 34.79%, & Fourth
rank is 6.53% of them Availability of Product.

INTERPRETATION:
Majority of the customers are like to offer to Big-Bazaar. & like service to D-Mart. We can
also interpret that some people are like Wednesday Discount Offers on Food, Fashion,
household Items at Big Bazaar. it’s means wide range of products available in big bazaar. and
D-Mart are Even it provides a good service and ambience to its customers who encourage
them to visit d-mart more and more times. So that customers can get more satisfaction.

 Source about outlet

Big-Bazaar D-Mart
Source
No. % No. %
T.V. 18 24.3243 11 23.9130
Hoarding 19 25.6756 8 17.3913
Bus Painting 13 17.5675 10 21.7391
News Paper 24 32.4324 17 36.9565
Total 74 100 46 100

Fig.3.11

ANALYSIS:
From the survey, from 120 respondents, gave preference for Big-Bazaar is 24.32% of
them T.V., & 25.67% of them Hoarding. & 17.56% of them Bus Painting. & 32.43%
of them News Paper. And Give preference for D-Mart is 23.91% of them T.V. &
17.39% of them Hoarding, & 21.73% of them Bus Painting, & 36.95% of them News
Paper.

INTERPRETATION:
Majority of the customers are gave response for News paper is the most influencing
factor which is responsible for awareness of Big Bazaar & D-Mart. We can also
interpret that some people are visited a store through seen to advertisement in news
paper. The various promotion schemes used at Big Bazaar include.

 Offer

Big-Bazaar D-Mart
Offe
1 2 3 1 2 3
r No % No % No % No. % No. % No %
. . . .
Buy 1,Get 1 26 35.22 25 39.2 23 25.57 14 30.4 9 19.56 23 50.00
free 3
 Gift 31 41.48 29 38.65 14 19.88 20 43.4 13 28.26 13 28.26
Voucher 7
Future Card 17 23.29 20 22.15 37 54.55 12 26.0 24 52.17 10 21.73
8
Total 74 100 74 100 74 100 46 100 46 100 46 100

Fig.3.12

ANALYSIS:
From the survey, from 120 respondents, gave response for like the most offer to give
first rank Big-Bazaar is 35.22% & second rank is 39.2% & third rank is 25.57%. And give
first rank D-mart is 30.43% & second rank is 19.56% & third rank is 50.00%.of them Buy 1,
Get 1 free. Give first rank Big-Bazaar is 41.48% & second rank is 38.65% & third rank is
19.88%. And give first rank D-mart is 43.47% & second rank is 28.26% & third rank is
28.26%.of them gift voucher. Give first rank Big-Bazaar is 23.29% & second rank is 22.15%
& third rank is 54.55%. And give first rank D-mart is 26.08.55% & second rank is 52.17% &
third rank is 21.73% of them future card.

INTERPRETATION:
Majority of the customers are give first rank gift voucher to Big-Bazaar & D-mart. We
can also interpret that Big Bazaar & D-Mart is the destination where you get products
available at prices lower than the MRP, setting a new level of standard in price, convenience
and quality, making Big Bazaar & D-Mart, India’s favorite shopping destination. Big Bazaar
& D-Mart Gift Vouchers are available in convenient denominations of Rs. 50, 100, 250, 500
& 1000. They are redeemable at all Big Bazaar & D-Mart stores across India . Some people
are don’t like service of future card.

Big-Bazaar
 “Saal ke sabse saste 3 din”

 Hafte ka sabse sasta din “Wednesday bazaar”

 Exchange Offers “Junk swap offer”

 Future card(3% discount)

  Shakti card

 Advertisement (print ad, TV ad, radio)

 Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like
Westside, Shoppers stop and Lifestyle. They are:
 “Keep West- a Side. Make a smart choice!”

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

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

 Each party is free to accept or reject the exchange offer.

 Each party believes it is appropriate or desirable to deal with the other party.

Whether exchange actually takes place depends upon whether the two parties can
agree on terms that will leave them both better off (or at least not worse off) than before.
Exchange is a value-creating process because it normally leaves both parties better off.
Note that exchange is a process rather than an event. Two parties are engaged in exchange if
they are negotiating-trying to arrive at mutually agreeable terms. When an agreement is
reached, we say that a transaction takes place. A transaction involves at least two things of
value, agreed-upon conditions, a time of agreement, and a place of agreement. Usually a legal
system exists to support and enforce compliance among transactions. However, transactions
do not require money as one of the traded values. A barter transaction,
e.g., involves trading goods or services for other goods or services

 Tagline of big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’?

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

 Fig.3.13

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of
big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’ to Yes is 65.83% & No is 34.17%.

INTERPRETATION:
Majority of the customers are give response for satisfied with the tagline of big bazaar
‘Isse Sasta Aur Acha Kahin Nahin’ we can also interpret from this that tagline of big bazaar
is an even it provides more wide range of product.

D-Mart
Promotion and sales offers were present for most of the items. There were a discount of 10
% on all Navneet products and Cadbury celebrations. There was one separate whole shelf for
garbage dust bin bags selling at Rs.29 wherein the actual MRP was Rs.45.In case of apparels
there is a variety available ranging from menswear, women swear and kids wear.

Advertising
When D-mart had opened up, on the way towards Nahur station, there was a hoarding
nearly for 3 months to advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales.Promotional
tools are very much important for D-Mart, in incrasing sales and also in introducing new
products.
Customers are also satisfied with the promotional tools of D-Mart, mostly they are satisfied
with the discount offers.
Customer are satisfied with the products of D-Mart and also with the behavior of the
employees.
To knoe abiut sales promotional technoques and its effectiveness of D-mart.
The study will be carride out in the city of ahmedabad and wwill enable D-Mart to
understand which consumer and sales promotion scheme are beneficial and like by cistomer
so as to retain for longer period.
This reasearch is helpful to know type of sales promotional scheme used by retail store and to
motivate the consumer for buying the products.

 Tagline of D-Mart ‘Daily Discounts, Daily Savings.!

No. %

Yes 69 57.5

No 51 42.5

Total 120 100

Fig.3.14

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of D-
Mart ‘Daily Discounts, Daily Savings…!’ to Yes is 57.5% & No is 42.5%.

INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart
‘Daily Discounts, Daily Savings…!’ we can also interpret from this that tagline of D-
Mart It is also clearly known that D-Mart sales its goods at a discounted price as
compared to the market. Even it provides a good service and ambience to its
customers who encourage them to visit D-Mart more and more times.

 Advertisement effects in shopping behavior.

No. %.

Yes 88 73.33

No 32 26.67

Total 120 100

 Fig.3.15

ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your
shopping behavior to Yes is 73.33% & No is 26.67%.

INTERPRETATION:
Majority of the customers are give response for advertisement effect in shopping
behavior to People mostly come to store as they get various kinds of products under
one roof. Store should try and produce more qualitative products so that customers
can get more satisfaction and would never think of not doing shopping in store.

 Promotional activities conducted by store

No. %

Yes 64 53.33
No 56 46.67
Total 120 100

Fig.4.1

ANLAYSIS:
From the survey, from 120 respondents, gave response for aware of promotional
activities conducted by store to Yes is 53.33%, & No is 46.67%

INTERPRETATION:
Majority of the customers are give response for aware of promotional activities
conducted by store. We are also interpreting that product categories like grocery and
clothes, big bazaar has many local branded products. Customers purchase a lot of
these as its cheap in price even though its quality is not so good. As most of the
customers belong to lower class and middle class people, they purchase those local
branded products as it gives them value for money. Different products of the same
category have different prices. Some customers also pre decides the brand on the local
manufactured grocery and food products of the store. Store should include more of the
 branded products in its each category so that customers have more options to choose
among the brands. This will bring in more number of people to store which will
definitely increase the sales.

 Purchase pattern changes at the promotions.

No. %

Yes 39 32.5

No 81 67.5

Total 120 100

Fig.4.2

ANALYSIS:
From the survey, from 120 respondents, gave response for purchase pattern changes,
looking at the promotions to Yes is 32.5%, No is 67.5%.

INTERPRETATION:

Majority of the customers are give response to don’t believe that promotions is
responsible for their purchase decision.
4.1 Big-Bazaar
DEVELOPING YOUR PROMOTIONAL STRATEGEY
Developing an effective promotional strategy demands more than just being aware of the
tools promotional. Promotion is an ongoing process that requires much planning. A strategy
is simply a careful plan. The effectiveness of your strategy depends on more than how much
money you put into it. Effectiveness results from the thoroughness of your planning and the
consistency with which you carry it out.

Promotional Strategies
“ How do I get my Product/Service out there?” This is a question that many people who plan
to being their own businesses, or even larger companies who have already established a name
for themselves, frequently ask. Your product or service may be the latest and greatest on the
market today, but that doesn’t help you if no one know it exists. You need to find some way
to make yourself and your product known.
That is where promotion comes into play. But what exactly is promotion? Well, The act of
promoting or the fact of being promoted; advancement. Encouragement of the progress,
growth, or acceptance of something, furtherance. Advertising, publicity. Essentially this
covers everything from commercial to magazine ads and even free items given out at
exhibitions and trade shows. Promotion is preformed many different ways by many different
people but when it all comes down to it there is really only one purpose.

4.2 D-Mart External Design:

As mentioned earlier D-MART is located in the middle of three bustling towns,
namely Mulund, Bhandup, and Nahur. The exterior design of D-MART is very ordinary and
functional at best. It consists of a small complex with trees lining its front entrance. The
building is painted white with D-MART logo clearly visible from the road. The exterior also
houses certain food and refreshment stalls for the shoppers to enjoy

Interior Design
 The interiors were predominantly green thus associating it with the colour of their logo.
This also made the store look more spacious and organized. As far as the flooring is
considered the whole store was floored with ceramic tiles. Adequate light was present
focusing on the merchandise as well as for the convenience of the customers. Music was pure
soft Hindi music which appealed to the target customers. Separate entrance is present for the
physically challenged.

Layout:
Layout is fairly simple and it is kept simple with a view to keep everything that
customer in his eye sight and reach. The whole store has been divided into various sections
according to the categories that are stacked there was found the most used products i.e.
FMCG* were very easy to support and purchase.

ImageSetup:
The image that D-Mart wants to set up is that of a discount store that offers most of the
products with all the major brands. D-Mart is a store offers value for money. The store puts
various offers on products some throughout the year and some periodically. When a customer
enters the gate first thing he notices are the boards that say “Minimum 5% discount on all
products”. This itself makes customer think of a good value for money

TARGET CUSTOMER:
D-mart projecting itself as a discount store targets the middle income group. The area in
which it is located is predominantly middle class residential area. So the location is such that
it is very convenient for its target customers. Also it is a very fast growing and value
conscious segment. In order to attract their attention, D-mart keeps giving several offers that
directly projects greater value to the customer.

 Service provided by store

No. %

Yes 74 61.67

No 46 38.33

Total 120 100

 Fig.4.3
Big-Bazaar
1 2 3 4
Services
No. % No. % No. % No. %
Food 29 39.18 21 28.36 15 20.27 9 12.16
Clothe 22 29.72 19 25.63 13 17.58 20 27.02
Accesseries 13 17.58 14 19.00 27 36.52 20 27.02
Stationary 10 13.51 20 27.02 19 25.63 25 33.78
Total 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4
Services
No. % No. % No. % No. %
Food 10 21.73 12 26.08 20 43.47 4 8.70
Clothe 12 26.08 8 17.40 12 26.08 14 30.43
Accesseries 15 32.61 13 28.26 9 19.56 9 19.56
Stationary 9 19.56 13 28.26 5 10.87 19 41.30
Total 46 100 46 100 46 100 46 100

ANALYSIS:
From the survey, from 120 respondents, gave response for satisfied with service
provided by store to Yes is 61.67%, & No is 38.33%.

INTERPRETATION:
 We interpret that majority of the customers are satisfied with service provided by store. It
is a threat for big-bazaar & d-mart as some of the attributes of other organized stores
facility provides more satisfaction to customers. People mostly come to big bazaar & d-
mart as they get various kinds of products under one roof, It is also clearly known that big
bazaar & d-mart provided to good quality of the product.

 Services of store

Fig.4.4

ANALYSIS:
From the survey, from 120 respondents, gave response for purchase, what kind of
service go to the store, to give first rank Big-Bazaar is 39.18%, & second rank is 28.36%, &
third rank is 20.27%, fourth rank is 12.16% of them Food. Give first rank D-Mart is 21.73%,
& second rank is 26.08%, & third rank is 43.47%, & fourth rank is 8.70% of them Food. Give
first rank Big-Bazaar is 29.72%, & Second rank is 25.63%, & third rank is 17.58%, & Fourth
rank is 27.02% of them clothe. Give first rank D-Mart is 26.08%, & Second rank is 17.40%,
& Third rank is 26.08%, & Fourth rank is 30.43% of them clothe. Give first rank Big-Bazaar
is 17.58%, & Second rank is 19.00%, & Third rank is 36.52%, & Fourth rank is 27.02% of
them Accessories. Give First rank D-Mart is32.61%, & Second rank is28.26%, & Third rank
is 19.56%, & Fourth rank is 19.56% of them Accessories. Give First rank Big-Bazaar is
13.51%, & Second rank is 27.02%, & Third rank is 25.63%, & Fourth rank is 33.78% of
them Stationary. Give First rank D-Mart is 19.56%, & Second rank is 28.26%, 10.87& Third
rank is %, & Fourth rank is 41.30% of them Stationary.

INTERPRETATION:
Majority of the customers are give First rank food items to big bazaar and accessories to
D-Mart. From this we interpret that some of the products brand are pre decided in advance
and for some of the products customers don’t at all pre decide any brand. As per food items
are concerned customers pre decide the brand as many branded food items are available in
big bazaar. The customers pre decides brands on cloths and grocery most as big bazaar
produces much of local brands and also have some well known branded products of clothes
with it like flying machine jeans. As per accessories items are concerned customers pre
decide the brand as many branded accessories items like that furniture, house decoration, etc.
are available in D-Mart. The customer’s pre decides brands on grocery most as D-Mart
produces much of local brands and also have some well known branded products.

4.3 Organizational Structure (Zonal)

Organization is a set of people working together for accomplishment of a common
objective. The role adn responsibilities are stated clearly without any ambiguity. The
positions occupied by different individuals are presented in the form of resources.
An organization structure consist of activities such as task allocation, coordination
and supervision, which are directed towards the achivement of organization aims. It ca also
be considered as the viewing glass or perspective through which individuals see their
organization and its environment.
An organization can be structure in many different ways, depending on their
objective. The structure of an organization will determine the modes in which it operates and
performs.
Organizational structure allows the expressed allocation of responsibilities for different
entities such as the branch, department, workgroup, and individual. Organization structure
affects organizational action in two big way. First , it provided the foundation on which
standard operating procedures and routines rest. Second, it determines which individuals get
to participate in which decision-making processes.

President

Vice
President

Marketin
HR Category Finance Operation
g
Manager Manager Manager Head
Manager

Marketin
HR Category Finance Store
g
Head Head Head Manager
Head
Fig.4.5

Store Structure
 The store structure of a retail store will vary by the size and type of the business. Most
tasks involved with operating a retail business will be the same. However, small or
independent retail stores may combine many sectors together under one division, while larger
stores create various divisions for each particular function along with many layers of
management.
For example, the small specialty shop may have all of its employees under one
category called Store Operations. A large department store may have a complete staff
consisting of a manager, assistant manager and sales associates for its Sporting Goods
department, Home and Garden, Bed and Bath, and each additional department.
In order to define the store's organization, start by specifying all tasks that need to be
performed.
Then divide those responsibilities among various individuals or channels. Group and classify
each task into a job with a title and description. The final step is to develop an organizational

Store Manager

Assist
Assist Store
Store Manager
Manager

Dept Human Visual Cashing Marketing

CDC Administration
Administration Info Tech
Info Tech
Manager Resource Merchandise Dept
(Customer
Service assistent
Assist assistent
Assist DM
DM desk) HR
Maitanance
Maitanance Security
Security Cashier
Cashier
HR

team House
House
leader keeping

team
member
chart.
 Fig.4.6

4.4 CUSTOMER BUYING DETERMINANTS:

Customer’s satisfaction with a product depends upon how well the product performance
lives up to customer expectation. It is a key influence on future buying behavior.

Consumers make many buying decisions every day. Most large companies research
Consumers buying decisions in great details to consumer questions about what customer buy,
where customer buy, how and how much they buy, why they buy.

It is very easy to get the answer to first three questions. but finding way they buy is very
difficult because it require studying deep the Consumer behaviour. The model of the customer
buying behavior answer the question affecting buying behavior of the customers.
Consumers make many buying decisions every day. Most large companies reaserch consumer
buying decision in grat details to answer question about what cinsumer buy, where they buy,
how and ho

They are every where on the T.V. hoarding, posters and print media. Brands while
proclasiming their positive qualities pull down those of their rivals. Intagible assets such as
brands, patents and know now have become incrasingly dominats elements of company
value. Brand are widely recognized as corporate assets but have been historically evaluated
on non financial attributes like awareness, recognition.
  Demographic Analysis- Age

Male Female
Age
No. % No. %
18-20 24 35.82 21 39.62
21-26 17 25.37 13 24.53
26-30 15 22.39 9 16.98
Above 30 11 16.42 10 18.86
Total 67 100 53 100

Fig.4.7
ANALYSIS:
From the survey, from 120 respondents, gave response Male is 35.82% & Female is
39.62% of them 18-20 year., and gave preference Male is 25.37% & Female is
24.53% of them 21-26 year., and gave preference Male is 22.39% & Female is
16.98% of them 26-30 year., and gave preference Male is 16.42% & Female is
18.86% of them Above 30 year.

INTERPRETATION:
Majority of the Male and Female customers are gave response for 18-20 year, means
his prefer to store and

 OCCUPATION:

Male Female
Occupation
No. % No. %
Student 27 40.29 18 33.96
Employed 18 26.86 23 43.39
Self Employee 22 32.84 12 22.64
Total 67 100 53 100
 Fig.4.8
ANALYSIS:
From the survey, from 120 respondents, gave response Male is 43.71% & Female is
39.85% of them Student., and gave preference Male is 40.72% & Female is 44.36%
of them Employed., and gave preference Male is 15.57% & Female is 15.79% of
them Self employee.

INTERPRETATION:
Majority of the male customers are give response to Student & Female customer are
gave response to employed. We can also interpret that some boys are like visited to
store. Because some boys are purchase a sport equipment (ball, bats, helmets, hoops,
goals, etc.), & jeans-T-shirt. Majority female are purchase a household items, jewel
mart.

 Family Member

Male Female
Member
No. % No. %
0-2 9 13.43 6 11.32
2-4 33 49.25 19 35.85
4-6 10 14.92 18 33.96
More thane 6 15 22.39 10 18.87
Total 67 100 53 100

Fig.4.9

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 13.43% & Female is
11.32% of them 0-2 member, and gave preference Male is 49.25% & Female is
35.85% of them 2-4 member, and gave preference Male is 14.92% & Female is
33.96% of them 4-6 member, and gave preference Male 22.39% & Female 18.87% of
them More than 6 member.

INTERPRETATION:
 Majority of the male & female customers are given response for 2-4 family member.
We can also interpret that mostly customer are not visited a store in more thane 6
family member.

 Visit a store.

Time No. %
Daily 16 13.33
Weekly 48 40.00
Monthly 53 44.17
Yearly 3 2.5
Total 120 100

Fig.4.10

ANALYSIS:
From the survey, from 120 respondents, gave response Daily is 13.33% & Weekly is 40.00 &
Monthly is 44.17% and Yearly 2.5%.

INTRPRETATION:
Majority of the customers are give preference to store visited monthly. We can also interpret
that some of the customer vis-ited weekly and monthly basis for purchase their requirements.

 Expense shopping.

Amount No. %
Below 1000 22 18.33
1000-2000 27 22.5
2000-5000 46 38.33
More thane 5000 25 20.83
Total 120 100

Fig.4.11
ANALYSIS:
From the survey, from 120 respondents, gave response for monthly expense while
shopping to Below Rs.1000 is 18.33% & Rs.1000-2000 is 22.5% & Rs.2000-5000 is
38.33% and more thane Rs.5000 is 20.83%.

INTERPRETATION:
We interpret that most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in store. Customers tend to purchase more goods
from store as it provides goods at a discounted rate. Probably those persons who
spend more in a visit to store are purchasing on a monthly basis. Those customers
who are spending very less money that is below Rs 1000 are mostly coming in just to
move around store and spend time. In the process they used to spend money on food
items and also purchase some products while roaming in it. Impulse buying behavior
of customers comes in to play to a large extent. More discounts shall be provided to
people who does bulk purchase. This will encourage people to purchase more
products.

 No. % Section of
the Food 41 34.17 store like
House hold 29 24.16
the Kids 33 27.5 most.
Jewel mart 17 14.17
Total 120 100

Fig.4.12

ANALYSIS:
 From the survey, from 120 respondents, gave response for which section like of
the store to 34.17% of them Food, & 24.16% of them House Hold, & 27.5% of them
kids, & 14.17% of them Jewel mart.

INTERPRETATION:
Majority of the customers are give response for food items section of the store like
the most. We are also interpret that some of the products brand are pre decided in
advance and for some of the products customers don’t at all pre decide any brand. As
per food items are concerned customers pre decide the brand as many branded
products are available in the store. And some people are don’t like purchase jewel
mart from the store.
  Gender

Gender No. %

MALE 66 55

FEMALE 54 45

 Reason for coming to the store

Fig.4.13

INTERPRETATION:
Majority of the customers are gave response for saving to the time is the most reason for
coming to the store. We can also interpret that availability of product save the time of
customer. Customer get all the product like food, cloths, stationary are available in store. So
whatever they want to purchase they get in store and not going to different shop which are
located in different places.

Fig.4.14

INTREPRETATION:
Majority of the customers are give response for why big bazaar called big
bazaar? we are also interpret that big-bazaar is offer the widest range of product with
the varieties of different brand.
 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

Hypothesis Test:-
1) Choose factor for most while purchasing ? {Give only first 5
rank}
Offer :-
(a) Ho: µ = 3 Customer are Satisfied at Moderate level
Ha: µ ¹ 3 Customer are not Satisfied at Moderate level
n = 120 x = 2.8667 s = 1.25647 df = 120-1 = 119
a = .01

(b) Ho: µ = 3
Ha: µ ¹ 3
(c) For two-tail test, a/2 = .005 critical t.005,119 = ±2.576

x −μ 2 . 8667−3
=
s 1 .25647
(d) t = √n √ 120 = -1.162
(e) Observed t = -1.162 < t.005,119 = -2.576

(f) Fail To Reject the null hypothesis

Interpretation:-
The decision is Accepted for Choose factor for most while purchasing, it means
Customer not Satisfied at Moderate level(Rank 3).

2) Choose factor for most while purchasing ? {Give only first 5

rank}
 Service :-
(a) Ho: µ = 3 Customer are Satisfied at Moderate level
Ha: µ ¹ 3 Customer are not Satisfied at
Moderate level
n = 120 x = 2.8583 s = 1.14713 df = 120-1 = 119
a = .01

(b) Ho: µ = 3
Ha: µ ¹ 3
(c) For two-tail test, a/2 = .005 critical t.005,119 =
±2.576

x −μ 2 . 8583−3
=
s 1 .14713
(d) t = √n √ 120 = -1.353
(e) Observed t = -1.353 < t.005,149 = -2.576

(f) Fail To Reject the null hypothesis

Interpretation:-
The decision is Accepted for Choose SERVICE to Choose factor for
most while purchasing , it means Customer not Satisfied at Moderate
level(Rank 3).

(3) Choose factor for most while purchasing ? {Give only first 5 rank}
QUALITY :-
(a) Ho: µ = 3 Customer are Satisfied at Moderate level
Ha: µ ¹ 3 Customer are not Satisfied at Moderate level
n = 120 x = 2.6750 s = 1.16072 df = 120-1 = 119 a = .01
(b) Ho: µ = 3
 Ha: µ ¹ 3
(c) For two-tail test, a/2 = .005 critical t.005,119 = ±2.576

x −μ 2 . 6750−3
=
s 1 .16072
(d) t = √n √ 120 = -3.067
(e) Observed t = -3.067 > t.005,149 = -2.576

(f) Reject the null hypothesis

Interpretation:-
The decision is Rejected for Choose Saving of time to coming to the
store, it means Customer not Satisfied at Moderate level(Rank 3)

FINDINGS

 Most of the customers buy their requirement in Big Bazaar & d-mart on the basis of
Weekly and monthly basis. Customers realized that Big Bazaar & d- mart stores provide
qualitative products/service with reasonable price.
 At present time Big Bazaar & d-mart provide different types of product assortments to the
customers.
 Big bazaar & d-mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all
the specialty stores of different products which provide goods at a discounted rate all
through the year.
 Big Bazaar and d-mart mainly deal with middle income group people who want
qualitative product with reasonable cost.
 There are more than 50 big bazaars in different cities of India, it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars.
 the customers are give response for most powerful advertisement is Big-Bazaar. We can
also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding, news paper, is most of the part of purchasing by
advertisement.

SUGGESTIONS

 Big bazaar and d-mart should provide large parking space for its customers so that
they can easily park their vehicles.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to big bazaar and d-mart during those days.
 Big bazaar and d-mart should include more of branded products its product category
so as to attract the brand choosy people to come in to big bazaar.
 Big bazaar should keep offers in regular intervals so that there should not be a long
term gap, because offer is the most influencing factor which is responsible for
customer purchase decision
 they also concentrate on TV advertisement they should show ads and promotional
offers in a regular interval in languages like Hindi English.
 Hoarding should be placed uncovered area.

LIMITATIONS:
 This research is conducted on a sample size, so it might be possible that the
information given by such respondents may not match with the replay of total
customer available in the store that time.

 The study was restricted to only the customers of BIG BAZAAR & D-Mart.

 The time constrain was a limiting factor, as more time was required to carry out
study on other aspects of the topic.

 The result and analysis based on the customer survey method and small  sample size
has  taken only 120.

 Findings are related to particular areas

 It might be possible that the answers given by the respondents are of biasness
 CONCLUSION

Big Bazaar & D-Mart are a major shopping complex for today’s customers. It is a place
where customers find variety of products at a reasonable price. Big Bazaar & D-Mart has a
good reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around Big Bazaar & D-Mart.
Volume sales always take place in Big Bazaar & D-Mart. Impulse buying behavior of
customers comes in to play most of the times in Big Bazaar & D-Mart.

Big Bazaar & D-Mart is a hypermarket as it provides various kinds of goods like
apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a discounted rate all through out
the year. It holds a large customer base and it seemed from the study that the customers are
quite satisfied with Big Bazaar & D-Mart. As of now there are 34 Big Bazaar & D-Marts in
different cities of India, it seems that there is a vast growth of Big Bazaar & D-Mart lying as
customers demand; increasing for Big Bazaar & D-Marts. It has emerged as a hub of
shopping specially for middle class people.

Different types of products starting from a baby food to pizzas wide range is available
under one roof. In Delhi it is the middle class people who mostly do marketing from Big
Bazaar & D-Mart. Even most of the people do their monthly shopping from Big Bazaar & D-
Mart. People not only visit Big Bazaar & D-Mart to do shopping but also visit for outing
purpose as it provides a very nice ambience to its customers. As people go to malls they just
tend to move around Big Bazaar & D-Mart whether it is for shopping purpose or for outing
purpose. Grocery, apparels and food items are the products which are demanded most by the
customers of Ahmedabad in Big Bazaar & D-Mart. The major drawback of Big Bazaar & D-
Mart is that it lacks in providing enough parking space for their customers. This may
discourage the customers to come to Big Bazaar & D-Mart and shop as they face difficulty in
parking their vehicles. Even though some customers say that they don’t feel problem in
parking their vehicle, it is because of the parking space available to them by the mall. As it is
surveyed it seems that the biggest competitors of Big Bazaar & D-Mart are the kirana stores,
discounted specialty stores like Vishal mega mart, The Tata Groups (Croma), Reliance
Retail, & Sabka Bazaar etc.

BIBLIOGRAPHY

Reference Books
Books name Author/publication
Kotler, Phillip. Armstrong, PHI pub.
MARKETING MANAGEMENT AND :Delhi, ed. 9th.(pp.218 -224,335-353,411-
BUSINESS BUYER BEHAVIOR.
413,559-561,)

Websites

 http://www.bigbazaar.co.in

 http://www.pantaloonretail.in/businesses/big-bazaar.html

 http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix
 http://en.wikipedia.org/wiki/Marketing_management
 http://www.pantaloonretail.in
 http://dmartindia.com/home.html
ANNEXIURE
S

QUESTIONNAIRE Code No._____

LDRP Institute of Technology and
Research
Sector 15  Gandhinagar, Gujarat
TOPIC – “A Study on the effective promotional strategy influencing customer for
the products of Big Bazaar and D-Mart”

(This Questionnaire is for the academic research purpose only, the data collected will be
kept confidential)

PERSONAL DETAILS

1) NAME: _________________________________________________________________

2) GENDER:
Male Female

3) Age.
a) 18-20 b) 21-26
c) 26-30 d) 30 and above

4) OCCUPATION:
a) Student
b) Employed
c) Self employed
d) Others________________
5) How many members are in your family?
a) 0-2 b) 2-4
c) 4-6 d) More than 6

QUESTIONS
1) Which store first comes to your mind when you think of purchasing a product?
a) Big Bazaar b) D-mart
 c) Both* d) None
*Kindly tick out/rank both columns from question 5 to 9.
2) How frequently do you visit a store?
a) Daily b) Weekly
c) Monthly d) Yearly
3) Which store’s advertisement is more powerful?
a) Big Bazaar b) D-mart
4) How much do you spend as monthly expense while shopping?
a) Below 1000 b) 1000-2000
c) 2000-5000 d) More than 5000
5) Which offer do you like the most? {Please give rank}
Big Bazaar D-Mart
a) Buy-1 get-1 free [ ] a) Buy-1 get-1 free [ ]
b) Gift voucher [ ] b) Gift voucher [ ]
c) Future card(5% Discount) [ ] c) Future card(5% Discount) [ ]
d) Other_____________________________ d) Other_____________________________

6) To purchase, what kind of services you go to the store? {Please give rank}
Big Bazaar D-Mart
a) Food [ ] a) Food [ ]
b) Clothe [ ] b) Clothe [ ]
c) Accessories [ ] c) Accessories [ ]
d) Stationary [ ] d) Stationary [ ]
e) Other_____________________ e) Other_____________________

7) Rank the factor that attracted Please choose from below the factor which attracted you
most while purchasing. {give rank}
Big Bazaar D-Mart
a) Offer [ ] a) Offer [ ]
b) Service [ ] b) Service [ ]
c) Quality [ ] c) Quality [ ]
d) Availability of products [ ] d) Availability of products [ ]
e) Other_____________________ e) Other_____________________
8) From which source did you come to know about outlet? {Please tick out}

Big Bazaar D-Mart

a) T. V. [ ] a) T. V. [ ]
b) Hoardings [ ] b) Hoardings [ ]
c) Bus paintings [ ] c) Bus paintings [ ]
d) News paper [ ] d) News paper [ ]
e) Other_____________________ e) Other_____________________
9) How would you choose the product from the store? {Please give rank}
Big Bazaar D-Mart
a) Advertisement [ ] a) Advertisement [ ]
b) Reference [ ] b) Reference [ ]
c) Experience [ ] c) Experience [ ]
d) Quality [ ] d) Quality [ ]
e) Quantity [ ] e) Quantity [ ]
f) Service [ ] f) Service [ ]

10) Main reason for coming to the store? {Give only first 5 rank}
a) Value for money
b) Discount
c) Saving of time
d) Wide product range available
e) Brand consciousness
f) Other_______________________
11) The advertisement effect your shopping behaviour?
a) Yes b) No

12) Are you agree with the tagline of big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’?
a) Yes b) No
13) Are you agree with the tagline of D-Mart ‘Daily Discounts, Daily Savings…!’?
a) Yes b) No
14) Why big bazaar called big bazaar?
a) Widest range of products
b) Varieties of different brand
c) Other_______________________

15) Which section of the D-Mart store do you like the most?
a) Food Mart b) b)Household
c) Kids d) Jewel mart
16) How much distance do you have the store?
a) 0-5 km b) 5-10 km
c) 10-15 km d) More than 15 km
17) Are you aware of promotional activities conducted by store?
 a) Yes b) b) No
18) Are you happy with the location of store?
a) Yes b) No
19) Do your purchase pattern changes, looking at the promotions?
a) Yes if yes, _______________
b) No
20) Would you like to make your purchase under unexpected offers?
a) Yes b) No
21) Are you satisfied with service provided by store?
a) Yes b) No
22) Are you happy with the parking facility provided?
a) Yes b) No
23) Any valuable suggestion?
……………………………………………………………………………………………
…………………………………………………………………………………………....