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Session 2015-17
Submitted To: Submitted By:
Ms.Ishita Bhatnagar Aman Rana
Faculty of Management Roll No.1537429
MBA IV Semester
DECLARATION
1
I the undersigned solemnly declare that the report of the project
work entitled A Study on Consumer Buying Behavior of retail
industry with special references to Big Bazaar in Ambala Cantt. ,
is based my own work carried out during the course of my study under
the supervision of Ms. Ishita Bhatnagar.
Aman Rana
Roll No.1537429
CERTIFICATE BY GUIDE
2
This to certify that the report of the project submitted is the outcome of
the project work entitled A Study on Consumer Buying Behavior of
retail industry with special references to Big Bazaar in Ambala
Cantt. carried out by Aman Rana bearing Roll No.1537429 &
Enrollment No.:1537429 carried by under my guidance and supervision
for the award of Degree in Master of Business Administration of Punjab
Technical University (PTU), Jalandhar, India.
To the best of the my knowledge the report
i) Embodies the work of the candidate him/herself,
ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA
degree of the University and
iv) Is up to the desired standard for the purpose of which is
submitted.
ACKNOWLEDGEMENT
3
I express my sincere thanks to my project guide Ms. Ishita Bhatnagar for guiding
me right from the inception till the successful completion of the project. I sincerely
acknowledge him for extending his valuable guidance, support for literature, critical
review of project and the report and above all the moral support he had provided to me
with all stages of this project.
Aman Rana
Roll No.1537429
MBA
Semester.IV
PREFACE
4
There is no doubt, that class room study is quite important for gaining
theoretical knowledge, but practical is also important of students who wants to equip
themselves with the real life of corporate environment in any field of studies. It is also
true in Management studies
5
CONTENTS
Chapter -1
Introduction
Industry profile:
Retailing
Indian retail industry
Major Indian retailer
Growth of retail industry
Emergence of Specialty retailing
Company profile:
Future group
Layout chart of big bazaar in Ambala Cantt.
Organizational chart
Project Introduction:
Study on Consumer Buying Behavior of retail industry with special references
to big bazaar in Ambala Cantt..
Scope of the study
Importance of the study
Chapter -2
Research methodology
Objectives of the study
Sample design
Data collection
Tools and techniques for analysis and interpretation
Limitations of the study
Chapter -3
Chapter-4
Findings and recommendations
Bibliography
Appendix
6
CHAPTER I
INTRODUCTION
7
RETAILING:
Retail is the world's largest industry with global sales of roughly US$ 8 trillion.
Retailing is also one of the biggest contributors to the Gross Domestic Period (GDP)
of most countries & also one of the biggest employers (Source CII McKinsey Report
titled Retailing in India, the Emerging Revolution). In India however, the retail
sector has been a high level of fragmentation with a large Share held by unorganized
players.
INDIAN RETAIL INDUSTRY:
India is the 4th largest economy in the world in purchasing power parity(PPP)
terms after USA,China and Japan. In 2011-12, India became the 2 nd fastest growing
economy in ten world with a growth rate of 9.2%. the economy is expected to grow
at an average 7.8% per annum for the next 5 years.
Wholesale & Retail trade sector currently contributes to about 13% of GDP &
employs about 40 million people. India has a large number of retail enterprises with
close to 12 million retail outlets. India has one of the highest retail densities in the
world, but only 4% being larger than 500 sq ft in size. In terms of the structure, the
industry is fragmented & predominantly consists of independent, owner managed
shops. The retail businesses include a variety of traditional retail formats, such as
Kirana stores which stock basic household necessities (including food products),
street markets- regular markets held at fixed centers retailing foods & general
merchandise items, street vendors- mobile retailers essentially selling perishable food
items- fruits, vegetables etc & small non specialized retailers.
The low-intensity entry of the diversified Mahindra Group into retail is unique
because it plans to focus on lifestyle products. The Mahindra group is the fourth large
Indian business group to enter the business of retail after Reliance Industries Ltd, the
Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing
RPG Retail-Formats: Music World, Books & Beyond, Spencers Hyper, Spencers
The Tata Group-Formats: Westside, Star India Bazaar, Steel junction, Landmark,
and Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
9
Shoprite Holdings-Formats: Shoprite Hyper
10
Indian consumption cosmos
During past decades private final consumption expenditure has been the key driver
fashion
accesso
ries
5.5% consum
Telepho er
ne 1.8% durable
4%
Enterai
furnitur
nment consumpti e 3.4%
7.9% on
spending
$350
billion
Health,
beauty
Fashion
&
9.5%
pharam
a 3.8%
Book &
food
music
62%
1.1
The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over
35,000 people.
The companies leading formats include Pantaloons a chain of fashion outlet, Big
bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends
11
he look, touch and feel of Indian Bazaars with aspects of modern retail like choice
Although the retail sector in India highly fragmented and consists predominantly of
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization of
Indian retailing is the rapid growth in the number of specialty malls and theme malls.
The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and
mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in
organized retailing.
12
Emergence of specialty retailing
Though organised retailing is still at a nascent stage - accounting for only around two
per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by
the end of this decade. Four product categories have led the organised retailing wave:
foods, apparel, lifestyle products, consumer durables and electronics. In recent times,
several theme malls such as Gold Souk (jeweler malls), Wedding Mall, Electronic
Mall, Auto Mall, etc catering to specific needs and occasions have been completed or
announced.
Many top developers are now toying with the idea of developing specialty malls.
Speciality malls are already a success in the West, whereas the concept is in its
infancy in India. One could venture so far as to say specialty and theme based
13
Company profile
FUTURE GROUP
14
FUTURE GROUP
Future Group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
Future Group is present in 61 cities and 65 rural locations. The groups flagship
company, Pantaloon Retail (India) Limited operates over 10,000,000 square feet
(930,000 m2) of retail space, has over 1,000 stores and employs over 30,000 people.
Some of its leading retail formats include Pantaloons, Big Bazaar, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format
www.futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India,
Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew
Bar and Bowling Co. Future Capital Holdings, the groups financial arm, focuses on
asset management and consumer credit. It manages assets worth over $1 billion that
are being invested in developing retail real estate and consumer-related brands and
hotels.
The groups joint venture partners include Italian insurance major Generali, French
retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based
Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.
Indian Consumer in the most profitable manner. The group considers Indian-ness as
a core value and its corporate credo is - Rewrite rules, Retain values.
15
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading
business house with multiple business spanning across the consumption space. While
retail firm the core business activity of future group, group subsidiaries are present in
consumer finance, capital, insurance, brand development & entertainment. The first
set of Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore.
16
Some of the awards given to Pantaloon Retail (India) Limited:
17
Board of Directors
Mr. Ved Prakash Arya Director, Operations & Chief Operating Officer
Partner companies
Footmart Retail
GJ Future Fashions
18
Head Office
Jogeshwari (East), Mumbai 400 0Tel: +91 22-6644 2200 Fax: +91 22-6644
2222Site: www.pantaloon.com
LAYOUT INDEX
19
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
SECTION DESCRIPTION)
9. WINTER WEAR
23. LUGGAGE
24. FOOTWEAR
20
25. SPORTS
DESCRIPTION
HELP DESK As you can see from the layout, the Help Desk is located in a place
where everyone has their first sight that is in front of the entrance. This shows that
when a person enters in to big bazaar it can get all information about the stores of big
21
bazaar from the person sitting in the help desk. Help Desk uses paging service as a
KIDS SECTION The kids section is located just at the left corner of the
entrance of big bazaar. In the kids section kids accessories like diapers, trolleys,
suckers, water bottles are available in one part. Kids jackets and baba suits are
available in another part. Kids casual wear (jeans and shorts) are placed in one part of
it and infant shirts & t-shirts are also placed in another part. In this section the pillars
are used for displaying information like size chart and section description. The
divided in to five parts. At one part men formal shirts are available. In other parts men
trousers, suits and blazers, fabrics and ethnics are available respectively. Here the
LADIES SECTION Next to it is the ladies section that is in the extreme right
side. The ladies section is segregated in to seven parts. Ladies section starts from
ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories
lingeries, ladies perfumeries, and ladies cosmetics respectively. Here the price of the
Promotional scheme With an add on to the above products there are various
other products which are available with a promotional scheme. The various products
under this scheme includes girl t-shirts, infant winter wear etc.
22
Non-Promotional scheme There are various other products available without
any promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids
Sports Store At the extreme corner there is a sports store where various kinds of
Food Bazaar The food bazaar is in the 1st floor of the building. Various kinds of
food items, fruits and vegetables are available there. Sitting arrangements are well
made so that people can sit and take tea, coffee or snacks or any other food item and
can relax.
Cash Counter The cash counter is located just near the exit
LITERATURE REVIEW
BY SOUMEN CHATTERJEE
is ultimately that customer look for satisfaction based on the picture of perception
23
derived from various sources. If these perceptions of customer can be analyzed then
promotion would be easier for customer centric marketing. This has lead to the
HUAWEI
layer, technical management layer and business development layer are necessary. It is
more important to understand customer expectations and make efforts to exceed their
characteristics of service is intangible, hence the core value of services is not like a
physical product but the spiritual experience and perception of customers. The final
aim and ideal effect of service provisioning is to have customers perceive and enjoy
the service. Such perception is both at psychological and behavior levels, and it is the
contents of high quality life in the modern society. Customers are seeking for material
Since perceptive enjoyment is a vital service objective, one of the key service
24
ORGANIZATIONAL CHART
25
Big Bazaar: Is se sasta aur acha kahin nahin
Big bazaar is the companys foray into the world of hypermarket discount stores, the
first of its kind in India. Price and the wide array of products are the USPs in Big
26
Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to
60 per cent over the corresponding market prices. The high quality of service, good
changing the face of the Indian retailing industry. A leading foreign broking house
27
Food Bazaar Wholesale prices
Food Bazaars core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of Quality, Range and Price associated with large format stores and also
the comfort to See, Touch and Feel the products. The company has recently launched
an aggressive private label programme with its own brands of tea, salt, spices, pulses,
jams, ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of
rice on sale), Food Bazaar has proved to be a hit with customers all over the country.
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable
success in many Indian cities and small towns. Big Bazaar provides quality items but
at an affordable price. It is a very innovative idea and this hypermarket has almost
anything under one roof.Apparel, Footwear, Toys, Household Appliances and more.
At Big Bazaar, you will get : A wide range of products at 6 60 % lower than the
28
If you deal in the categories mentioned there's a big deal of
Food Bazaars core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and
supermarkets with a difference. It was flagged off in April'02.With store sizes ranging
from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &
Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It
currently caters to over 1.2 million customers every day across 4 outlets in India and
is soon set to expand and double this figure across 8 outlets all over the country by
June2003.
29
Food Bazaar offers the Indian consumer the best of Western and Indian values. The
western values of convenience, cleanliness and hygiene are offered through pre
packed commodities and the Indian values of "See- Touch- Feel" are offered through
the Mandi atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality. This satisfies
the Indian consumer and comforts her before making her final buying decision. At
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana
kitna Aasaan. This positioning platform of Food Bazaar is evident from the
Food Bazaar represents the companys entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local mandi, to
provide the much important touch & feel factor which Indian housewives are used to
in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover
grocery, FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat
etc, besides fruits and vegetables. All products are sold below MRP and discounts
range between 2% to 20%. Fruits and vegetables are sold at prices comparable to
wholesale prices.
: Project Introduction:
30
Consumer buying behavior in big bazaar
As customers tastes and preferences are changing, the market scenario is also
changing from time to time. Todays market scenario is very different from that of the
market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden
days. There has been a shift in the market demand in todays world. Technology is one
of the major factors which is responsible for this paradigm shift in the mark. New
generation people are no more dependent on haat market and far off departmental
stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, shoppers stop, malls, branded retail outlets and
specialty stores. In todays world shopping is not any more tiresome work rather its a
Big bazaar is a new type of market which came into existence in India since 1994. It
is a type of market where various kinds of products are available under one roof. My
and the satisfaction level of customers in big bazaar. My study will find out the
current status of big bazaar and determine where it stands in the current market.
This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customers future needs , wants &
demands.
The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global
31
companies that are looking at India as the next consumer market powerhouse. And it
seems to be the retail sector that will give the desi consumer royal status.
In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
Retailing is the final step in the distribution of merchandise, the last link in supply
the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to
Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above
will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore
by 2005
A study by McKinsey points out that India's market for consumer goods can reach a w
$450 billion by 2011 - making it one of the five largest in the world. Further, KPMG
in a recent report titled `Consumer Markets in India - the next big thing?' has said:
and a domestic market." The report, however, finds that the next leap in the growth of
the consumer market will be spearheaded by the changing dynamics of the retail
sector. "Companies expect that the next cycle of change in Indian consumer markets
will be the arrival of foreign players in consumer retailing. Although FDI remains
highly restricted in retailing, most companies believe that will not be for long," says
32
Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG
India.
FDI in retail has once again begun to appear imminent following Prime Minister
that he would be able to get the Left parties on board on the matter. KPMG is in fact
going ahead with its plans to conduct a series of five roadshows in the US and a few
markets, especially in retail. And the numbers do lend credence to the enthusiasm.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the
retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In
fact, KPMG finds that the organised retail sector in India is expected to grow at a
higher rate than GDP growth in the next five years, driven by changing lifestyles,
strong income growth and favourable demographic patterns. According to EIU, India
currently has more than five million retails outlets, out of which 96 per cent are
smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is
developing rapidly with malls becoming increasingly common in large cities, and
development plans being projected at 150 new shopping malls of big bazzar.
33
Scope of Study
The scope of this research is to identify the buying behavior of customers of Big
Bazaar in AMBALA CANTT. area. This research is based on primary data and
secondary data. Due to time constraint only limited number of persons contacted.
This study only focuses on urban buying behavior of customers because the research
conducted in AMBALA CANTT. area. The study does not say anything about rural
rural customers differs with urban customers. The scope of research is limited for
AMBALA CANTT. area. It provides help to further the research for organized retail
sector in AMBALA CANTT. area. It aim to understand the skill of the company in the
Importance of Study
The study shows customers buying pattern with Big Bazaar in AMBALA
CANTT.area. Its provide guideline for further research in AMBALA CANTT.area for
organized retail. Research says about customer buying behavior towards Big Bazaar
in AMBALA CANTT. area. The study rate of customer satisfaction level with Big
Bazaar for AMBALA CANTT. area. The research is also important to identify
Market size, growth and Market Potential of Big Bazaar in AMBALA CANTT. area.
The research shows future Scenario of Big Bazaar in current perspective. The study
shows Opportunities and challenges for Big Bazaar respect of internal & external
environment. Research say about main competitors in the field of organized retail
sectors. The study provide guideline to further extension of Big Bazaar in AMBALA
34
CANTT. area .The study provide help to know the customers satisfaction with Big
Bazaar stores.
35
CHAPTER-2
Research Methodology
Research Methodology
Technology, customers tastes and preferences play a vital role in todays generation.
Area of study:
Research Design -
Exploratory Research.
Sampling Design:
Sample Size:
350 Customer
36
OBJECTIVES OF THE STUDY
37
SAMPLING DESIGN
Delhi& NCR.
SAMPLE SIZE: 350 CONSUMERS contacted during this research work. The nature
Some respondents did not want to answer the questionnaire, so they left it
unanswered.
Where the respondents did not find the relevant answer in his choice provided, they
Tabulation
After all the questionnaires were collected back, the responses were tabulated.
38
Data Collection
Data can be classified under two categories depending upon the sources utilized.
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective
of study and for completing the Research project Report, both primary and secondary
data collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was
selected there is Twenty in all. All questions are small in size and arranged logically.
Interview
Information was also obtained by conversation with Customers .they were
interviewed personally.
available on websites
The other related journals information and industry associations sites have also been
viewed.
39
Tools and techniques for analysis and interpretation
Tools of Analysis : -
expenditure is carried out by personally interacting with the potential customers &
threats of any company. This analysis will explain about the strengths, weaknesses,
Cheap price
Volume sales
40
Threats for Big bazaar
the country.
branded products.
41
Limitations of study
Certain limitations do creep in a research study due to constraints of the time, money
and human efforts, the present study is also not free from certain limitation, which
were unavoidable.
Although all effort were taken to make the result of the work as accurate as possible
I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to very large size of the population, only a selected sample of customer could
be contacted.
III- Due to time constraint and other imperative work load during the t period it could
V-Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
VII-As per company rule many information was not disclose as the manager are busy
in their daily schedule. It is not possible for us to spend more time in interaction with
them.
42
CHAPTER 3
43
ANALYSIS AND INTERPRETATION
I have done a market field survey on big bazaar. I have surveyed around 350
respondents of Ambala Cantt. who come to visit big bazaar. A specific questionnaire
is prepared for the customers and data is obtained from them by moving around big
bazaar and personally interacting with them. The customers gave me valuable
information regarding their consumption pattern in big bazaar. I collected all those
All the analysis and its interpretations are discussed below. Each of the analysis is
done as per the information obtained from the customers and a serious interpretation
44
1) Whats your monthly income?
INCOME GROUP
5%
25% Higher Income
Group (> Rs.60000)
Middle Income
Group (Rs. 40000-60000)
Lower Income
50% Group(Rs.10000-40000)
20% No Income Group
(< Rs.10000)
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 350 respondents 50% of customers are of middle
income level that is between Rs10000 40000 per month. Least number of customers
visiting Big bazaar are the higher income level people (> Rs.60000 pm) that constitute
only 5%. The lower income level of people coming to big bazaar constitutes of 20%.
Interpretation: Big bazaar is the hub of shopping for middle level income
group people because of its reasonable price on its each product category. The higher
45
level income group people dont prefer to do shopping in big bazaar as it doesnt deal
with branded products. The higher level income group people are very status
conscious and their psychology is such type that they dont prefer much to visit big
bazaar as it is a discounted store. The lower income group people come in to big
bazaar as they get goods at a discounted price. Hence big bazaar should include
branded products in its product category which will encourage higher income group
people to come in to big bazaar. Probably not much of lower income group people
come to big bazaar as they dont like to have any shopping experience rather they just
go for nearby store where they can get their necessity goods. Even they purchase
goods on a regular basis on a small quantity. So they dont have much interest to come
46
Customers visit Big Bazaar
Weekly
29%
Monthly
34%
Quarterly
23%
On unplanned basis
14%
14%
Weekly
17% Monthly
Quarterly
58%
On a unplanned basis
11%
Interpretation: From this I interpret that in big bazaar 34% customers visit
monthly, 29% customer visit weekly 23% customers visit quarterly and 14%
customers visit on planned basis , it means mostly customers visit weekly and
3)Do you intend to visit any other retail outlet in a Mall apart from
Big Bazaar?
Apart from Big Bazaar visit retail outlet
Yes 64%
47
No 36%
70%
60%
50%
40%
30% 64%
20% 36%
10%
0%
yes no
Interpretation: From this I interpret that 64% customers of big bazaar visit
other retail stores for their requirements and 36% customers of big bazaar generally
do not visit other retail stores. It shows that customers satisfaction level is more in
big bazaar.
60%
48
Garment Outlet
Shopping 65%
Footwear
Outing Outlet 20%
10%
Both
Food Court 30%
30%
Entertainment 20%
Gift Corner 10%
Jewelers and Watches Store 10%
Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
complex but it also facilitates a certain kind of ambience and decorum to the people
that they also visit it for the purpose of outing. The infrastructure and ambience of big
bazaar is so that people even like to go there even also they dont have to purchase
anything. People enjoy doing shopping in big bazaar. This is very nice for it as often
customers.
If yes then what are the other retail outlets do you intend to visimall?
49
70%
60%
50%
40%
30%
20%
10%
0%
Garment Outlet
Footwear Outlet Food Court Entertainment Gift Corner
Jewellery and Watches Store
Analysis: The above graph shows that 65% of people visit garment outlet in a
mall other than that of big bazaar. 30% of people also prefer to visit food court in a
mall other than big bazaar. 20% of the people go to footwear outlet in a mall other
than big bazaar. 20% of people also go to mall for entertainment purpose. Some
people that are 10% each also visit gift corner store and jewellery & watches store in a
50
Interpretation: From this analysis I come to know that most of the people tend
to visit garment outlets in a mall other than big bazaar as it has some exclusive
branded outlets. People also go for footwear stores as malls have branded footwear
stores in it. People go for watching movies to mall for entertainment. Yet a few people
visits gift corners and jewellery stores in a mall. This is of course a threat for big
bazaar that it is not able to attract customers from other retail outlets and retain them
with it. Big bazaar should definitely include more of branded products in its product
category in order to bring in the customers of mall to it and retain them with it. It can
include some of the exclusive branded outlets of cloths and jewellery inorder to attract
51
5) What type of products do you mostly purchase in Big Bazaar?
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
Analysis: This chart clearly indicates that the demand for grocery that is 70% is
highest by the customers followed by clothes rated 60%. The next highest demand is
for food items that is 50%. 25% demand is for leather items in big bazaar. Electronic
items holds 15% of demand and gift items and other items has a demand of only 10%
52
Interpretation: From this analysis I interpret that customers demand are high
for grocery and clothes followed by food items in big bazaar. Electronic items have a
little demand by the customers. Gift items and other items are not much in demand by
the customers. I can interpret that clothes, grocery and food items are the major
products which hold maximum number of customers. So big bazaar should maintain
its low pricing and product quality to keep hold of the customers and also it should
keep more qualitative products of gift and leather items so that people would go for
more purchase of these items from it. Big bazaar has many local branded products of
grocery and cloths and it is successfully selling it. It should also include branded
to Big Bazaar?
53
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%
Analysis: We can clearly see from this graph that majority of the customers spend
a lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to
big bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500
1000 and only 11% of customers are there who spends less than Rs500 in their visit to
big bazaar.
Interpretation: From this I interpret that most of the customers purchase goods
in bulk which leads them to spend a lot. Volume sales are high in big bazaar.
Customers tend to purchase more goods from big bazaar as it provides goods at a
discounted rate. Probably those persons who spend more in a visit to big bazaar are
54
purchasing on a monthly basis. Those customers who are spending very less money
that is below Rs 500 are mostly coming in just to move around big bazaar 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.
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7) How much time do you spend in a visit to Big Bazaar?
35%
30%
25%
20% 35%
15%
22%
10% 18%
15%
10% Series 1
5%
0%
Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 hours in big bazaar. 22%
respondents also said that they spend 1 hours to 2 hours in their visit to big bazaar.
Only 10% of people said that they spend very little time that is less than half an hour
in big bazaar.
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Interpretation: As per the given data I interpret that customers are very product
choosy now a days and thats why they spend a lot of time in shopping in big bazaar.
Probably customers might even be spending more time in big bazaar as it provides a
very nice ambience and atmosphere for the people to shop in. Hence those persons
who spend half an hour or less than half an hour in big bazaar are those persons who
just come to purchase limited products and come only because of low pricing of
products. People also spend much time in it but purchase very few goods. The sales
personnel should focus on the people who take long time in shopping and purchases a
lot and provide special kind of service to them as they are the major customers.
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8) Which time of the day do you mostly prefer to visit Big Bazaar?
10 A.M - 1 P.M 8%
1 P.M 3 P.M 17%
3 P.M 6 P.M 35%
6 P.M 10 P.M 40%
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8%
17%
40% 10 A.M - 1 P.M
1 P.M 3 P.M
3 P.M 6 P.M
6 P.M 10 P.M
35%
Analysis: The above pie chart shows that most of the people prefer to visit big
bazaar in evening time than that of the day time. Only 25% of people tend to visit big
bazaar during day time while 75% of people tend to visit big bazaar during after noon
time.
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Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and day time is the off peak time for big bazaar. There is more
number of people found in big bazaar during evening time than that of day time.
Probably more of products are being sold during evening time in big bazaar than that
of day time. Big bazaar shall provide some special offerings during day time so that
more people should come in during day time. It could offer some special kind of
product in daytime which will be not available during evening time. In this way it will
bring in more number of people during day time for getting the special kind of
products but along with that it will be able to sale other products as people do a lot of
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Comparison of customers purchasing with planned list of
Yes 50%
No 40%
Ever 10%
10%
yes
50% no
40% ever
customers come to big bazaar with a planned list of products. 40% of people come in
to big bazaar without any planned list of products to be purchased from big bazaar.
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Interpretation: As per the data obtained from the customers of big bazaar I
interpret that most of the customers comes in to big bazaar with a planned list of
products. Few customers come to big bazaar without any planned list of products and
purchases products depending on their selection. These people basically come to the
mall and hence get in to big bazaar. Depending on the product category and brand and
quality of products they purchases goods. Some couples come to mall and go to food
bazaar to have food together and to have chit chat among them. The customer who
comes with a planned list of products purchases more products than that of the
customers who comes without any planned list of products. So big bazaar should
provide more variety and essential goods so that more number of people should come
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10) Do you prepare a list of brands in advance when you visit to Big
Bazaar?
Yes 10%
No 50%
Depends on category 40%
Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny
that they dont prepare in list of brand in advance. 40% of people told that they
Interpretation: From this I interpret that customers dont opt for much brand
preference while purchasing products in big bazaar. A few customers search for
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brands but depending on the product category. Customers probably dont decide for
brands on products as there are not much of known branded products available at big
bazaar. On 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. Quality of
products varies with the price. This enables customization of products for various
types of customers. Customers search for brands mostly in apparel section. Some
customers also pre decides the brand on the local manufactured grocery and food
products of big bazaar. Big bazaar 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 big bazaar which will definitely increase the
sales.
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Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
Analysis: This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% each. 33% brand preference is
on gift items and 25% is on electronic items. Brand preference on leather items is 2%
Interpretation: From this I interpret that some of the products brand are pre
decided in advance and for some of the products customers dont at all pre decide any
brand. As per electronic goods are concerned customers pre decide the brand as many
branded electronic products 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.
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Mode of payment of customers in big bazaar
26%
Cash Payment
Credit Card
55% Debit Card
19%
people make cash payment in big bazaar. 19% of them uses credit card as their mode
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of payment and 26% of the people makes payment in big bazaar through their debit
card.
Interpretation: As per the obtained data I interpret that more number of people
makes cash payment in big bazaar. A fraction of people uses their credit card for
payment in big bazaar and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in big bazaar as most of the
people mode of payment is cash payment. Hence sometimes big bazaar has to wait for
a short time period as some of the customers make their payment through credit and
debit card.
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Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%
Comparison of factors which encourages customers to come in big
bazaar?
70%
60%
50%
40%
65%
60%
30% 50%
40%
20% 35%
20%
10%
0%
Analysis: People are mostly encouraged to come to big bazaar because of its
cheap price and availability of variety of products. Around 65% of the total
respondent said they are mostly encouraged to come to big bazaar as it has variety
options. Even most of the customers said that they get goods there in a discounted
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price and so they come in to it. Many customers also said that they feel good about the
service and ambience provided by big bazaar. Around 35% of customers also said that
convenience is also another factor which leads them to come to big bazaar. Product
quality is rated at very low that is only 20% which encourages the customers to come
to big bazaar.
Interpretation: From this analysis I interpret that big bazaar is a well known for
its variety options. People mostly come to big bazaar as they get various kinds of
products under one roof. It is also clearly known that big bazaar sales its goods at a
discounted price as compared to the market. Even it provides a good service and
ambience to its customers which encourages them to visit big bazaar more and more
times. I can also interpret from this that big bazaar has located itself in a good place
off the city, big bazaar has located itself in a good place from where it is convenient
for people to visit big bazaar. Big bazaar should try and produce more qualitative
products so that customers can get more satisfaction and would never think of not
14) How would you rate the services of the sales personnel in Big
Bazaar on a 1 5 scale?
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Services of the sales personnel in Big Bazaar
Good 29%
Ok 36%
Poor 13%
Very poor 5%
40%
35%
30%
25%
20% 36%
29%
15%
10% 17%
13%
5% 5%
0%
Very good Good Ok Poor Very poor
Interpretation: From this I interpret that 36% customers realize service of sale
personnel in Big Bazaar is OK, 29% realize good, 17% realize Very Good, 13%
realize Poor and 5% customers is very dissatisfied with sales personnels in Big
Bazaar.
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Less than adequate 45%
Adequate 45%
More than adequate 10%
Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate
space is provided for parking big bazaar. Only 10% of people say that more than
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence its a threat
for big bazaar as it may loose its customers because of less parking space availability.
Even though many customers say adequate space is available for parking in big
bazaar but also it is a threat for big bazaar as it is seen more number of people are
expected to come in to big bazaar. In holidays probably it will be very difficult for
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Yes 65%
No 35%
35%
yes no 65%
Analysis: Out of my total respondent of 350 customers, 65% of them says they go
to their nearby kirana store and 35% said that they dont at all go to any kirana store.
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This shows that majority of people go to kirana store even though they visit big
bazaar. But some customers are there who never goes to any kirana store.
Interpretation: As per the given data I analyze that most number of people tend
to purchase goods from nearby kirana store even if they come to big bazaar. I can
conclude from this that a kirana store is a competitor of big bazaar. Some customers
never go for shopping in kirana store as of it does not have much variety option
available with it. Probably they are more interested in having a shopping experience
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17) Can you compare your nearest Kirana store with Big Bazaar?
Convenienc Shopping
74
Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a
cheaper price as compared to that of a kirana store. 50% of people say big bazaar
provides better service and another 50% of them say kirana store provides better
service. Each and every customer that is 100% agrees that there are more variety of
products available at big bazaar than that of kirana store. As per quality of goods is
concerned 60% of the customer say kirana store provides better qualitative products
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while 40% of the customers say big bazaar also provides qualitative products. 75%
people say it is more convenient for them to go to a kirana store while 25% of them
say going to big bazaar is more convenient for them. 90% of respondents said it is a
good shopping experience at big bazaar while 105 of them said that they also have a
customers said big bazaar provides much nice ambience than big bazaar while 5% of
them said that ambience provided by kirana store is also equivalent to that of big
bazaar.
Interpretation: I interpreted from this that a kirana store is one of the competitor
of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store
provides more satisfaction to customers. Big bazaar should try to improve on each of
its attributes and out compete the kirana store so that it can convert the customers of
18) Can you compare others organized retail stores with Big Bazaar
on the following parameters?
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Comparison of Big bazaar with others Organized retailers
60
55
50
45
Big bazaarO. Org. Retails
40
Column1
35
30
competitors of big bazaar. It is a threat for big bazaar as some of the attributes of other
organized stores store provides more satisfaction to customers. Big bazaar should try
to improve on each of its attributes and out compete the other organized stores.
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CHAPTER-4
78
Findings
1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.
2. At present time Big Bazaar provide different types of product assortments to the
customers.
4. Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.
11. The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc
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Recommendations
1. Big bazaar should include more of branded products its product category so as
to attract the brand choosy people to come in to big bazaar.
2. Big bazaar should provide large parking space for its customers so that they
can easily park their vehicles.
3. It should make different cash counters for different customers. Cash counter
and credit card payment counter should be placed differently in order to
reduce the rush and save the customers time. This will be a kind of motivator
for the customers of big bazaar.
4. The service of the sales person is needed to be improved. Personal care should
be taken by the sales person for the customers so that the customers feel good.
5. During the off peak hours big bazaar should provide some offers to its
customers so that people would be encouraged to come to big bazaar during
off peak hours. The customers who are present in the mall during the off peak
hours of big bazaar will definitely go in to big bazaar if surprise offers are
made at that time.
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Bibliography
BOOKS
Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
Bigbazaar.co.in
Organizedretail.co.in
Retail seminar. In
Retailing.co.in
81
Appendix
1. Gender: -
2. Address: -
3. Qualification: -
4. Profession: -
5. Ph.
PART-2
1. 1Whats your monthly income?
a. Below 10,000
b. 20,000 40,000
c. 40,000 60,000
d. More than 60,000
3. Do you intend to visit any other retail outlet in a Mall apart from Big Bazzar?
a. a) Yes b) No
4. (a). If yes then what are the other retail outlets do you intend to visit in a mall?
a. Garment Outlet
b. Footwear Outlet
c. Food Court
d. Entertainment
e. Gift Corner
f. Jewelers and Watches store
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5. What is the purpose behind visiting Big Bazaar?
a. Shopping
b. Outing
c. Others
7. What range of expenses do you make (on an average) in every visit to Big
Bazaar?
a. Below 500
b. 500 1000
c. 1000 1500
d. 1500 2000
e. More than 2000
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9. Which time of the day do you mostly prefer to visit Big Bazaar?
a. 10am 1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm 10pm
10. Do you go with a planned list of products to be purchased from Big Bazzar?
a. a) Yes b) No c)some time
11. Do you prepare a list of brands in advance when you visit to Big Bazzar?
a. a) Yes b) No c) Depends on
category
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15) How would you rate the services of the sales personnel in Big Bazaar on a
1 5 scale?
a. Very good
b. Good
c. Ok
d. Poor
e. Very poor
i. a) Yes b) No
17. Can you compare your nearest Kirana store with Big Bazaar?
i. Price
Kirana store II. Big Bazaar
ii. Service
1. Kirana store II.
Big Bazaar
iii. Variety
1. Kirana store II.
Big Bazaar
iv. Quality
1. Kirana store II.
Big Bazaar
v. Convenience
1. Kirana store II.
Big Bazaar
vi. Shopping Experience
1. Kirana store II.
Big Bazaar
85
vii. Ambience
1. Kirana store II.
Big Bazaar
18. Can you compare others organized retail stores with Big Bazaar on the
following parameters?
Price
a. 1.Big Bazaar II. Others Organized
Retailer
1. b) Service
b. 1.Big Bazaar II. Others Organized
Retailer
1. c) Variety
c. 1.Big Bazaar II. Others Organized
Retailer
Quality
d. 1.Big Bazaar II. Others Organized
Retailer
Convenience
e. 1.Big Bazaar II. Others Organized
Retailer
Shopping Experience
f. 1. Big Bazzar II. Others Organized
Retailer
Ambience
g. 1.Big Bazzaar II. Others
THANKING
YOU
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