A study on customer

Loyalty

by

S.HAVISH
RAGHAVENDRA
SANDEEP
Page 1
 Introduction

• Big Bazar, is the chain of retail stores of the big

banner Pantaloon Retail (India) Ltd
• It is a hypermarket offering a huge array of goods of
good quality for all at affordable prices.
• Big Bazar with over 150 outlets in different parts of India,
is present in both the metro cities as well as in the small
towns.
• Big Bazar is that there are all time discounts and
promotional offers going on in the Big Bazar on its
salable products. 

Page 2
 OBJECTIVES

• Remarks of customers when compare to

other Big Bazaars
• Study the customer approach towards the
mall.
• Study about the floor operations in shopping
mall
• Comparative analysis of all retailers in this
section to different with other competitors.

Page 3
 Research details

• The study was conducted with the help of store Marketing team

• Sample Size – 200 In store Interviews

• Study conducted on – 24th & 25th Jan 2011

• Methodology – Random Sampling

• Hypothesis – Less number of Serious Shoppers in BB Kachiguda

Page 4
 Age Bracket

Age bracket

21 to 25 yrs 27%
26 to 30 yrs 22%

31 to 35 yrs 16%

36 to 40 yrs 11%
Upto 20 yrs 6%

46 to 50 yrs 6%

56 to 60 yrs 4%
41 to 45 yrs 4%
51 to 55 yrs 3%

Abv 61 yrs 2%

0% 5% 10% 15% 20% 25% 30%

• 49% customers fall in the age bracket of 21 to 30 yrs

• More youngsters visiting the store
• 31% customers fall in the age bracket of 31 to 45 yrs
Page 5
 Gender

Gender

M 55%

F 45%

0% 10% 20% 30% 40% 50% 60%

• Only 45% Females visited the store

• It was observed that when we approach the female customers the male
members of the family give the feedback

Page 6
 Language / Community Break up
La ngua ge /C o m m unity B re a k up

Telug u 63%
Mus lim 14%
Hind i (Hyd ) 4%
M arathi 3%
Rajas tani 3%
Tamil 2%
M arwad i 2%
Gujarati 2%
Sind hi 2%
Kannad a 2%
UP 1%
M alayalam 1%
Delhite 1%
Punjab i 1%
MP 1%
Ko nkani 1%
HP 1%
Chris t ian 1%
Bihari 1%

0% 10% 20% 30% 40% 50% 60% 70%

• 63% respondents are Telugu followed by 14% Urdu .

• Remaining 23% comprise of Cosmo crowd
• 4% respondents were Hindi speaking, settled in Hyd and mentioned it as their
state of origin Page 7
 Residential Area

Residential Area

Beyond 5 km 38%

Within 1km 28%

1 to 3 km 23%

3 to 5 km 11%

0% 5% 10% 15% 20% 25% 30% 35% 40%

• Highest walk in was from beyond 5kms followed by 28% coming from
Less than 1km radius

Page 8
 Occupation

Occupation

Service 36%
Business 16%
Housew ife/Service 16%
Student/Service 11%
Housew ife/Business 8%
Student/Business 5%
House w ife 5%
Student 3%
Retired Service 2%
Student/Retd Service 1%
Housew ife/Retd Service 1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

• 65% belong to Service class

• 28% belong to Business class

Page 9
 Big Bazaar’s visited earlier
BB vis ited earlier

Abids 36%

No ne 16%

RTC Cro s s ro ad 13%

Ameerpet 10%

Tarnaka 9%

Abids /RTC 6%

Abids /Ameerpet 6%

Abids /Tarnaka 3%

L.B.Nagar 2%
J ayanagar/Bangalo re (Recently trans ferred to Hyd) 1%

FB-Eas t Maredpally 1%

All BB in Hyd 1%
Abids /L.B.Nagar 1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

• 50% visited BB Abids earlier followed by 19% visiting RTC Crossroad

Page 10
 Medium Of Awareness

Medium of awareness

Display on Ho ardings /Bus/Auto 31%

Newspaper 29%
TV 12%
Word of Mouth 11%
Ins tore 10%
TV/Newspaper 4%
P amplets 2%
TV/Radio 1%
SMS 1%
Radio/Newspaper 1%
Radio 1%
Ins tore, Dis play on Hoardings /Bus/Auto 1%

0% 5% 10% 15% 20% 25% 30% 35%

• 31% awareness through Outdoor Display followed by 29% through

Newspaper
• 12% awareness was through TV Ad.
Page 11
 Which Channel

Which Channel

Star P lus 4%

Zee Telugu 2%

Saakhsi News Channel 2%

Gemini 2%

Color/Star P lus 2%

Maa TV 2%

TV9 1%

SS Channel 1%

Regional channel 1%

local channel 1%

colours 1%

0% 1% 1% 2% 2% 3% 3% 4% 4%

• Highest awareness 10% through Regional channel followed by 6% through

Star Plus Page 12
 Which Newspaper

Which Newspaper

Deccan Chronicle 10%

Shakshi 9%
Eenadu 5%
Times Of India 3%
Can't Specify 2%
Deccan Chronicle &Shakshi 1%
Urdu newspaper 1%
Shakshi &Times of India 1%
Shakshi &Eenadu 1%
Muns uf 1%
Indian Express 1%
Hindu &Eenadu 1%
Deccan Chronicle&Eenadu 1%

0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%

• 17% newspaper awareness is through Regional newspaper

• 16% awareness is through English newspaper
• 2% awareness is through Urdu newspaper
Page 13
Research methodology

Page 14
 MARKETING RESEARCH PROCESS

• Define the problem and establish objectives

• Determine sources of information

• Consider cost and value of research

• Gather data from primary and/or secondary s sources

• Analyze, interpret and present

• Effectively communicate to the decision-maker and followup

Page 15
 Internal
database

Questio
-nnaires

Companies
Primary Publication
data

Reports
Projects
Plans
Row data

Page 16
 DATA ANALYSIS

• Hypotheses Testing
• Correlation
• Regression
• Multivariate Analysis
— Factor analysis
— Cluster analysis
— Discriminant analysis
— Conjoint analysis

Page 17
DISCRIMINANT ANALYSIS
What is discriminant analysis?
It is a technique for analyzing marketing research
data when the criterion or dependent variable
is categorical and the predictor or independent
variables are metric.

• Two-group discriminant analysis

• Multiple discriminant analysis

Page 18
 Purpose

Discriminant function analysis is used to

determine which variables discriminate
between two or more naturally occurring
groups.

Page 19
 In general Discriminant Analysis is a very
useful tool
(1) for detecting the variables that allow the
researcher to discriminate between
different (naturally occurring) groups
(2) for classifying cases into different groups
with a better than chance accuracy.

Page 20
AGE GROUP EXPENDITURE:

Page 21
FREQUENCY COMPARISION OF CUSTOMERS

Page 22
• Group Statistics
• V15 Mean Std. Deviation Valid N (listwise)
• Unweighted Weighted
• 1 V4 3.8707 2.20607 147 147.000
• V5 2.4286 .99313 147 147.000
• V6 2.5918 .80030 147 147.000
• 2 V4 3.8148 2.15506 54 54.000
• V5 2.3889 1.08882 54 54.000
• V6 2.4444 .71814 54 54.000
• Total V4 3.8557 2.18725 201 201.000
• V5 2.4179 1.01709 201 201.000
• V6 2.5522 .78007 201 201.000

Page 23
 Eigenvalues

Canonical
Function Eigenvalue % of Variance Cumulative % Correlation
1 .007a 100.0 100.0 .085

Wilks' Lambda
f
Test of Wilks'
Function(s) Lambda Chi-square df Sig.
1 .993 1.441 3 0.69

Standardized Canonical Discriminant Function Coefficients

Function
1
V4 .175
V5 .007
V6 .991
Page 24
Feedback Given by Customers when asked to compare Other BB’s with BB Kachiguda

• BB Kachiguda is spacious and big

• More variety and stock availability

• BB Ameerpet is better than BB Kachiguda as its easy to

navigate

• Liked BB Abids as its 1st store in Hyderabad

• Offers & Discounts are good in BB Kachiguda

Page 25
 Observations & Findings

• 17% customers experienced shopping at BB Kachiguda for the first time .

• 49% customers fall in the Age bracket of 21 to 30 yrs. 31% customers fall in the age
bracket of 31 to 45 yrs

• Only 45% Females visited the store

• Less awareness of Big Bazaar at Kachiguda within catchments. 38% customers

coming from more than 5 kms

• 63% respondents are Telugu followed by 14% Urdu speaking. Remaining 23%
comprise of Cosmo crowd

• 50% visited BB Abids earlier followed by 19% visiting RTC Crossroad

Page 26
 Observations & Findings

• Customers get confused and are not able to locate the section and staff is not able to
guide either.

• Customer Service needs to be improved, being more customer friendly (Cashiers)

• Lack of Product knowledge with the sales team

• There are concerns raised for lift as it leads to only Level 1 Parking and does not
cater the following 2 Levels of Parking.

• Customers are not able to find the staircase if want to use it as alternative option

• Offers like Combi packs of Maggi, Ketchup, Dal are preferred (Small pack free
with large packs or discount on large packs) than combis with different products
like Maida + Besan

• No separate billing counter for Senior citizens

• Offer updation in the system is a problem

Page 27
 Suggestions

• A Marketing plan to create Store awareness within the

catchments

• Conduct Staff training for the following – Product knowledge

for sales staff, Customer Service for cashiers

• Sitting facility at food court in Food bazaar

• Separate Billing counter for senior citizens

• Section indicators are necessary within the store

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