A Study On Consumer Behavior at Big Bazaar

Submitted by: Vaibhav Purang (142) Amit Gupta (169) Bharti Gupta (175) Roohi Gupta (156)

Introduction
Big bazaar is a chain of shopping malls in India. Currently, there are 150 big bazaar stores across 80 cities and towns in India. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574 523574), that is listed on Indian stock exchanges. Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 150 Big Bazaar stores in 80 cities and towns across India. Big bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall be efficient, cost- conscious and committed to quality in whatever we do.

Innovations
Wednesday Bazaar Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give home makers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day". Maha Bachat Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer.

ACHIEVEMENTS
Pantaloon Retail (India) Limited is the country's largest retailer. Big Bazaar was awarded the CNBC-Awaaz Consumer Awards in 2006 and the Readers' Digest Platinum Brand Award 2006. Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail AsiaPacific Top 500 magazine in 2006.

Controvercies
The retail mall became the first in the Guwahati city of Assam to commence the drive under The Plastic Waste (management and handling) Rules, 2011, (cover various aspects relating to use, collection, segregation, transportation and disposal of consumer plastic waste) to gradually eradicate plastic carry bags from July 1. But at the same time, the Greater Hyderabad Municipal Corporation seized about 145 kg of plastic carry bags of below 40 microns from Big Bazaar in Tarnaka against a drive to reduce the use of plastic. Here's a point of surprise, the same company participated in the drive against the use of plastic in one state while at the same time getting charged for use of plastic in another state.

Research Methodology
The research conducted was descriptive in nature: Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a situation. In the consumer behavior research, the methodology adopted was of field survey. For maximum primary data collection, a structured questionnaire was used. Questions were prepared to gauge the level of satisfaction among the consumers of Big Bazaar in relation to its services provided. Sample Design : Convenient Sampling where samples are selected because of their convenient accessibility and proximity to the researcher. Sample Size: No. of People Approached : 108 Number of Respondents : 97 Thereby the sample size surveyed was 97

Observations At Big Bazaar Average age of the consumer in Big Bazaar

60 50 40 30 20 10 0 Under 18 18-30 30-50 Above 50

 Profession of the Consumer

45 40 35 30 25 20 15 10 5 0 Student profess. Other

Frequency of consumers visit in Big Bazaar

60 50 40 30 20 10 0 Freq. Weekend Offer Occasion

 What motivates consumer to come at Big Bazaar?

60 50 40 30 20 10 0 Price Quality Service Brand

Compromise between price and quality ?

Yes - 65% N0 - 35%

Is Big Bazaar a one stop shop for all consumer needs?

Yes - 45% N0 - 55%

Consumer save money and receive good service?

Yes - 85% No - 15%

 Which type of product consumer purchase frequently?

60 50 40 30 20 10 0 FMCG Gifts

Is Big Bazaars product line and length adequate?

Yes - 39% No - 61%

Is the slogan ,Sabse Sasta justified?

Yes - 63% No - 37%

Is Big Bazaar better than its competitors in the market?

Yes - 72% N0 - 28%

Are you satisfied with the service staff working at the retail chain?
Yes - 89% No - 11%

 Positive Word of Mouth from the customers?

Yes - 74% N0 - 26%

Limitations
Since the sample size is less than 100 people, the result obtained from the study may not be 100% accurate, as the sample was chosen was randomly, and may not be an ideal representation of the target market. The perfection of the questionnaire analysis.

Recommendations
Big Bazaar should do more to attract more customers on normal weekdays rather than just weekends and occasions It needs to make sure that in trying to lower the prices of the products that it offers, it doesnt compromise on its services as well as overall quality. Big Bazaar should keep the elderly(above 50) in their mind too, while formulating their advertising strategies. Big Bazaar should try and increase its customer base by offering more products, besides the FMCG that it is already offering. For e.g. Gadgets and other electrical products. It should also try to have the customers say while making its weekly as well as monthly offers.

Some Other Recommendations

The customers should be promptly informed about the chains current offers and schemes Billing system should be changed to reduce the average waiting time of the customers Extra services like better parking facilities should be provided to the customers.

QUESTIONNAIRE
Q.1 Whats your age? ( ) Under 18 ( ) 18-30 ( ) 31-50 ( ) Over50

Q.2 What is your profession? ( ) student ( ) professional ( ) other

Q.3 How often do you visit at Big Bazaar? ( ) frequently occasionally ( ) weekend ( ) offer period ( )

Q.4 What motivates you to come at Big Bazaar? ( name ) price ( ) quality ( ) good service ( ) brand

Q.5 Is there any compromise in price and quality? ( ) Yes ( ) No

Q.6 Do you think that Big Bazaar is the one stop shop for all your needs? ( ) Yes ( ) No

Q.6 Do you save money and receive good service in Big Bazaar? ( ) Yes ( ) No

Q.7 Which type of products do you purchase frequently at Big Bazaar? ( Other ) FMCG ( ) Garments ( ) Gifts ( )

Q.8 Do you feel that Big Bazaar has enough variety or brands of products for your product type? ( ) Yes ( ) No

Q.9 Do you believe in the slogan of Big Bazaar sabse sasta? ( ) Yes ( ) No

Q.10 Do you feel Big Bazaar is offering you better services in comparison to its rivals in the market? ( ) Yes ( ) No

Q.11 Are you satisfied with the service that you get from the staff of Big Bazaar? ( ) Yes ( ) No

Q.12 Would you recommend Big Bazaar to you acquaintances? ( ) Yes ( ) No

Any Suggestion:_______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ __________