SUBMITTED BY:

DEEPAK GUSAIN
DEY SANDEEP
KUMAR
 Retail Sector is the most booming sector in the Indian economy.
Some of the biggest players of the world are going to enter the
industry soon. It is on the threshold of bringing the next big
revolution after the IT sector. Although organized retail market is not
so strong as of now, it is expected to grow manifolds by the year
2010. The sector contributes 10% of the GDP, and is estimated to
show 20% annual growth rate by the end of the decade as against
the current growth rate of 8.5%. A CRISIL report says that the Indian
retail market is the most fragmented in the world and that only 2% of
the entire retailing business is in the organized sector. This suggests
that the potential for growth is immense. There are about 300 new
malls, 1500 supermarkets and 325 departmental stores currently
being built in the cities across India.
 Estimates and predictions for retail sector:
 At present, the industry is estimated to be at more than
US$ 600 billion by a study of McKinsey.
 The Economist Intelligence Unit (EIU) estimates the retail
market in India will increase to US$608.9 billion in 2009
from US$394 billion in 2005.
 KPMG Report says that the organized retail would grow
at a higher rate than the GDP in the next five years.
 The retail sector would generate employment for more
than 2.5 million people by the year 2010, predicts an
analysis by Ma Foi Management Consultants Ltd.
 Retailing includes all activities involved in selling goods
or services directly to final consumers for personal, non-
business use. A retailer or retail store is any business
enterprise whose sales volume comes primarily from
retailing.
 Any organization selling to final consumers – whether a
manufacturer, wholesaler or retailer- is doing retailing. It
does not matter how the goods or services are sold (by
person, mail, telephone, vending machine or internet) or
where they are sold (in store, on the street, or in
consumer's home).
 Retail is the booming sector of India in the present
times. Retail, one of India’s largest industries, has
presently emerged as one of the most dynamic and
fast paced industries with several players entering
the market. Accounting for over 10 per cent of the
country’s GDP and around 8 per cent of the
employment in the country.
 India is among 10 largest retail market in the world.
 The retail sector in India is worth USD 394 billion
and is growing at the rate of 30% annually.
 Malls:
The largest form of organized retailing today. Located
mainly in metro cities, in proximity to urban outskirts.
 Discount Stores:
As the name suggests, discount stores or factory outlets,
offer discounts on the MRP.
 Department Stores:
it carries several product line, where each line is
operated as a separate deptt.
 Hyper marts/Supermarkets:
Large self-service outlets, catering to varied shopper
needs are termed as Supermarkets
 Convenience Stores:
These are relatively small stores 400-2,000 sq.
feet located near residential areas.
 Wholesale stores:
Selling goods in bulk quantity only e.g. metro
and Shop rite holding.
 Future group-Big bazaar, food bazaar, pantaloons,
brand factory, e zone, central mall, furniture bazaar,etc.
 Reliance industry ltd.-reliance fresh, reliance
trend,reliace footprint, reliance mart ,reliance jewels etc.
 Tata group- croma, Westside, tanishq stores, titan
stores, star India bazaar, landmark.
 Aditya Birla group-peter England people stores, more,
 Videocon group-Next, Bolld, planet M, Raymond stores.

and many more……...

1. Store retailer

2. Non Store retailer

3. Retail Organization
 Specialty Store
 Departmental Store
 Supermarkets
 Convenience Stores
 Discount Store
 Direct Selling : Example; Eureka Forbes, Amway,
Mary Kay Cosmetics.

 Automatic Vending: Example; ATM.

 Buying services : Example ; Amazon.com ,ebay.com.

 Direct marketing: Example: Dell Computers

 Corporate chain: Example > Pantaloons,
Westside
 Retail Co-operative: Example > Amul , Samavaika ,
Khadi Gram Yudog.
 Consumer Co-operative: Example > Apna Bazar
 Franchise Organization: Example > Monginis,
Café Coffee day.
RESEARCH METHADOLOGY 
 Research design
A research design is a frame work or blue print for conducting the
business research project. It details the procedures necessary for
obtaining the information needed to structure and solve business
research problem. In this project we have conducted exploratory
and descriptive research to ‘To analyze/compare the buying
preference of customers towards three main players in retail i.e. Big
Bazaar and Spencer
 Exploratory Research:
It is a type of research which has its primary objective the provision
of insight into and comprehension of the problem situation
confronting the researcher. We have done secondary research as
the part of Exploratory Research.
 Descriptive research
A type of conclusive research that has its major objective to describe
something, usually business characteristics or functions. Major
methods employed in descriptive research are survey and
observation of that we have used survey using questionnaires.
 Sample
A sub group of the elements of the population selected for
participation in the study. Sample characteristics called statistics
are then used to make inferences about the population
parameters. We have chosen sample of people out side the
retail outlets in three different locations of the Indore.
 
 Sampling design process-
Define the target population- The collection of elements or
objects that possesses the information sought by the research
and about which inferences are to be made. So our target
population are people ready to buy monthly needed items from
the retail outlet according to there preference of parameters.

 Sampling technique- Convenient sampling

Convenient Sampling: A type of non-probability sampling
technique that attempts to obtain a sample of convenient
elements. The selection of sampling unit is left primarily to the
interviewer.
 Sample size
We have taken sample of 30 Respondents out side the retail
outlets ready to buy form there..
 ARE YOU SATISFIED WITH THE SERVICES PROVIDED BY
BIG BAZAAR?
 

RESULT
From the above chart it is clear that customer are satisfied with the
services of big bazaar because out of 30 customer 20 has given the
positive answer in favor of big bazaar.
 How do you find the shoppers assistant’s
behavior?

Result
from the above chart it is clear that customer are satisfied with the
attitude of shoppers.Out of 30 customer all 18 customer are satisfied.
 
 How would you rate the shopper’s assistant
behavior on the scale of five?
 

RESULT
Out of 30 customer,10 customer have given the5 marks to shoppers.
Assistant behavior while 14 has given 4 marks, 5 has given 3 marks, 1has
given 2 marks, rest 1 give nothing.
 Do you find the layout of food bazaar helpful in shopping
experience
 

RESULT
Out of 30 customer,20 have told that they like the layout of big bazaar
while 8 told that they don't like very much.
 
 
 What do you like most about big bazaar ?

RESULT
Out of 30 customer,18 customer like delivery services of big
bazaar while 7 customer like the credit facility &5 customer like
transportation facilities. So it is clear that customer wants
delivery services most.
 How often do big bazaar services exceed your
expectations?

RESULT
Out of 30 customer,18 customer said that big bazaar always provide
services &it exceed expectation

.
 Do you think that big bazaar follow thee ethical
mktg. practices like right pricing, right quality ,
right quantity?
 

RESULT
Out of 30 customer,25 customer have told that big
bazaar following the ethical mktg. practices.
 What comes first when you think about big bazaar ?
 

RESULTS
Customer said that when they think about big bazaar they think about
price . Out of 30 customer 20 customer have told this while 10 customer
said that think about quality.
 How would you rate theme –setting display of big bazaar in
comparison to other ?

RESULTS
Out of 30 customers, 9 customer said that big bazaar theme is excellent while
18 customer said that it is good & 3 said that it is ok

.
 What is most important criteria of selection for their store
assistant and store manager ?

RESULT
Out of 20 retailers,10as given importance to the store manager who
have the quality of identifying customer need ,while others have
given importance on work &good communication skills.
 Do you display all the entire stock on the rack or some
amount is kept for contingency?
 

RESULT
Out of 20 retailers, 14 have told that they show all product to customer,
while 4 have told that show some product to the customer.
 How do you decide of point of purchase counter ?

RESULT
Out of 20 retailers, 12 have said they use the customer preference for
point of purchase counter while other they use brand &product
visibility.
 What is the preference order for promotional
activity to crate customer awareness?

 RESULT
Out of 20 retailers, 10 has told that they use newspaper as
their main tool for promotional.
 How would you analyze the customer satisfaction?

RESULT
Out of 20 retailers, 10 retailer said that they get the customer satisfaction by
customer database while other have said that they use data of number of
repeat purchase

 
 What is your method of analyzing customer satisfaction?

RESULT
Out of 20 retailers, 12 have told that analyzing the customer satisfaction through
the feedback of customer.

 
 A chain of shopping malls in India currently with 104
outlet owned by Kishore Biyani’s Pantaloon Group
in 50 cities.
 Provides the best products at
the best price.
 Reflect the look and feel of Indian
bazaars at their modern outlets .
 All over India, Big Bazaar attracts a
few lakhs of customers on any regular day.
 Founded 2001 ,Headquarters Jogeshwari, Mumbai.
 CEO & Chairman Kishore Biyani,
Parent Pantaloon Retail India Ltd.
 Punchline ‘ Is se sasta aur accha kahin nahin’
 Big bazaar is another hypermarket of india.
 7P Marketing Mix is more useful for services
industries and knowledge intensive industries.
Successful marketing depends on number of key
issues. The seven keys issues are explained as: -
Big Bazaar offers a wide range of products which range
from apparels, food, farm products, furniture, child care,
toys, etc. Products of all the major brands are available at
Big Bazaar. Also, there are many in house brands
promoted by Big Bazaar.
 The tag-line is “Is se sasta aur accha aur kahin nahi”. They work on the
model of economics of scale. There pricing objective is to get “Maximum
Market Share”. The various techniques used at Big Bazaar are: -
 Value Pricing (EDLP – Every Day Low Pricing): Big Bazaar promises
consumers the lowest available price without coupon clipping, waiting for
discount promotions, or comparison shopping.
 Bundling: Selling combo-packs and offering discount to customers. The
combo-packs add value to customer.
 Differentiated Pricing: Time 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.
 Promotional Pricing: Big Bazaar offers financing at low interest rate.
The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used
as promotional tool. Big Bazaar also caters on Special Event Pricing
(Close to Diwali, Gudi Padva, and Durga Pooja).
 They are one of the key assets for any organization. The salient
features of staff of Big Bazaar are: -
 · Well-trained staff, the staff employed by Big-Bazaar are well-
suited for modern retail.
 · Well-dressed staff improves the overall appearance of store.
 · Employees are motivated to think out-of-the-box. Retail sector
is in growth stage, so staff is empowered to take innovative
steps.
 · Employs close to 20,000 people and recruits nearly 500 people
every month.
 · Use of technology like scenario planning for decision making.
 · Multiple counters for payment, staff at store to keep baggage
and security guards at every gate, makes for a customer-friendly
atmosphere.
 Big Bazaar stores are located in 50 cities with 104 outlets.
Big Bazaar has presence in almost all the major Indian
cities. They are aggressive on their expansion plans.
 The goods’ dispatch and purchasing area has certain salient
features which include: -
 · Multiple counters with trolleys to carry the items purchased.
 · Proper display / posters of the place like (DAL, SOAP, etc.).
 · Home delivery counters also started at many places.
 Big Bazaar started many new and innovative cross-sell
and up-sell strategies in Indian retail market. The various
promotion techniques used at Big Bazaar include “saal ke
sabse saste teen din”, Future Card (the card offers 3%
discount), Shakti Card, if ! Support Line Break Newline
 Brand Endorsement by M. S. Dhoni, bollywood actress
Asin.
 Big bazaar “sabse saste 3 din sceme” every year (25 to 27
jan).
 Exchange Offer – ‘Junk Swap Offer’, Point-of-Purchase
Promotions.
 Advertising has played a crucial role in building of the
brand. Big Bazaar advertisements are seen in print media,
TV, Radio (FM) and road-side bill-boards
 It deals with the final deliverable or the display of written
facts. This includes the current system and available
facilities
 Big Bazaar, EDM is located at Anand Vihar, the border of Delhi
and Uttar Pradesh (Ghaziabad). It is located on the main road
and is easily accessible. It is well connected by various
transportation medium.
It attracts mostly the customers from Preet vihar, Laxminagar,
Shakarpur, Patparganj etc.
The biggest competitor of Big Bazaar is Spencer’s. Spencer is
also located in Anand Vihar but in another Mall, Pacific Mall.
Pacific Mall is also easily accessible but it attracts mostly the
customers from Vaishali, Kaushambi, and Parsavanath etc.
Pacific Mall is Bigger and more attractive Mall than EDM. It
usually target to attract Upper class Middle Family, Where as
EDM tries to attract General and Lower class middle class family.
But as per as footfall concern, EDM has more footfall than Pacific
Mall.
 As per as Display of Goods, Variety of Product and pricing of goods
concern, Spencer is best in the field of Display of goods amongst all
retail outlets located nearby Anand Vihar. The display of goods in
Spencer is very systematic and looks cleaner and spacious than Big
Bazaar. They did not over crowded their shelves by goods, they
show few pieces of products in shelves and refill the shelves when
the products are about to finish in the shelves. Due to this their
shelves look less crowded and spacious. They are using long racks
alongside walls as shelves. Due to this an easy movement is
possible for customers which is quite tough in Big Bazaar.

But as per as Variety and pricing of goods matter, Big Bazaar is far
ahead than Spencer. It has more variety of products and in most of
the cases; their prices are lower than of Spencer’s, especially in
Food bazaar items.
But if we talked about Garments, then once again Spencer is better
than Big Bazaar. They are offering more variety of Garments in their
outlets. They maintain some of their own manufactured garments as
well as some Branded Garments too. On this matter, Big Bazaar
maintains only the garments which are manufactured by themselves
or by their authorized manufacturer. They didn’t carry Branded
Garments in their stores. Also the quality of garments of Spencer is
far better than of Big Bazaar.

But one more section where Big Bazaar is better than Spencer is,
Offers given to customer. The promotion schemes given by Big
Bazaar are more attractive than Spencer’s. Specially the weekend
offers given by Big Bazaar is Best than their counterparts.
FINDINGS
In this survey the findings are given below:
1. Most of the store are targeting almost all segment of the society with
their being “price benefit”
2. All the store are in prime location.
3. Every Big Bazaar outlets have motivated and trained sales force.
4. Large verity of product are available ranging from clothes , food
items, electronic goods etc.
5. These store maintain Word of mouth .
6. Some of them offer discount sales and also send greetings to
customer to its loyal customer.
7. Customer are satisfied with the provided services.
8. International shopping experience can be achieved from these stores.
9. Staff is provided constant training for various peculiarities of customer
behavior.
1. Convert your customer into publicity agents. Develop an incentive
for them, to tell associate and friends about the value of your
products or services. An endorsement

2. from them is more effective than any amount of advertising and is

much cheaper.
3. Surprise your customer with unexpected value. If you sell products,
include an “unadvertised bonus” with every order. If you sell
services, get into the habit of doing something extra for every
customer or client without charging for it.
4. Reward them each time they refer someone who become a
customer. Your reward can be as simple as a credit toward their
next order from you.
5. The management of big bazaar can improve their understanding of
the role and capabilities of advertising to improve customer relation
and enhance loyalty. This understanding should in turn result in a
more effective and more efficient advertising campaign.
6. Visual merchandising: It is often seen that the people come to the
store to browse rather than buy.
7. Schemes In store promotion : the people visiting the store should
be encouraged to visit the store again and again. So it is
necessary to delight the shoppers with the shopping experience.