A STUDY ON MARKETING STRATEGIES OF BIG BAZAAR IN

BANGALORE

Dissertation submitted in partial fulfillment of the

requirements for the award of the Degree of

MASTER OF BUSINESS

ADMINISTRATION OF

BANGALORE UNIVERSITY

By

GANESH M SHANBHAG

Reg. No.17SKCMD048

Under the guidance of

Dr. B.A. Karunakara Reddy

Department of Management Studies - MBA

June 2019

1
 DECLARATION BY THE STUDENT

I hereby declare that “A STUDY ON MARKETING STRATEGIES OF BIG BAZAAR IN

BANGALORE” is the result of the project work carried out by me under the guidance of Dr.
B.A. Karunakara Reddy in partial fulfillment for the award of Master’s Degree in Business
Administration by Bangalore University.

I also declare that this project is the outcome of my own efforts and that it has not been
submitted to any other university or Institute for the award of any other degree or Diploma or
Certificate.

Place: Bangalore Name : GANESH M SHANBHAG

Date: Register Number: 17SKCMD048

2
 BANGALORE
UNIVERSITY

Certificate of Originality
(Plagiarism)
Name of the Student : GANESH M SHANBHAG
Registration Number : 17SKCMD048

Title of Project : “A STUDY ON MARKETING

STRATEGIES OF BIG BAZAAR IN BANGALORE”

Name of the Guide : Dr. B.A. Karunakara Reddy

Similar Content (%) Identified : 23%

(Acceptable maximum limit of similarity 25%)

ID number(s) in Turnitin : 190626122049

The internship project report has been checked using DrillBit anti-plagiarism

software and found within limits as per plagiarism Policy and instructions

issued by the UNIVERSITY/CBSMS.

We have verified the contents of the case study report, as summarized above

and Certified that the statements made above are true to the best of our

knowledge and belief.

Signature of Guide Signature of Principal/Director

(Date & Seal) (Date & Seal)

3
4
5
 ACKNOWLEDGMENT

I express my sincere and heart-felt gratitude to the AIMS INSTITUTE, for the prime guidance.

I express my thanks to Dr. Kiran Reddy, Principal, AIMS Institute for implementing this
project and providing under the supervision in its execution. I am indebted to my institution
and my faculty members without whom this project would have been a distant reality.

I also would like to give my sincere thanks to my project guide Dr B A Karunakara Reddy,
AIMS Institute for giving me complete support and guidance for this project from inception
to closure.

I wish to express my deep sense of gratitude to Mr. Ramesh Co Guide in the Big Bazaar for
permitting me to undergo Dissertation training in their organization. And also supporting
me throughout my tenure in the organization for involving and engaging in different roles
and assignments.

It was a great learning experience to broaden my knowledge and expertise in the current
field. Also, the entire Big Bazaar Marketing team for their constant support and guidance
through the journey.

Gratitude to the entire MBA Department, AIMS Institutes of Higher Education for being
there when I needed them the most and for their constant support and assistance.

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 LIST OF CONTENTS

CHAPTER NO TITLE PAGE

I INTRODUCTION
Industry Profile 11
Theoretical Background of The Study 15
Importance of The Topic 18
Need to Study the Topic 18
II REVIEW OF LITERATURE AND RESEARCH DESIGN

Review of Literature and Gaps 20

Statement of The Problem 21
Scope of The Study 21
Objectives of The Study 21
Sampling 22
Tools for Data Collection 22
Data Analysis 23
Limitations of Study 23
III PROFILE OF THE SELECTED ORGANIZATION AND
RESPONDENTS
Company overview 25
IV DATA ANALYSIS & INTERPRETATION

Data analysis 43
V SUMMARY OF KEY FINDINGS, CONCLUSION AND
SUGGESTIONS
Summary of Finding 70
Conclusion 70
Suggestions 71
BIBLIOGRAPHY

ANNEXURES

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 LIST OF GRAPHS
Graph No. DESCRIPTION Page No.

1 OCCUPATION GRAPH 43

2 INCOME GRAPH 45

3 HOW BIG BAZAAR MAINTAINS QUALITY AND 47

QUANTITY COMPARE TO OTHER RETAIL OUTLET

4 ARE YOU SATISFIED BY THE SERVICE PROVIDED BY BIG 49

BAZAAR

5 ARE YOU SATISFIED WITH THE OFFERS PROVIDED BY 51

BIG BAZAAR

6 AVERAGE EXPENDITURE AT BIG BAZAAR IN A MONTH 53

7 HOW OFTEN DO YOU VISIT BIG BAZAAR 55

8 MOST PREFERRED TIME TO VISIT BIG BAZAAR 57

9 DO YOU USE PROFIT CLUB CARD BY BIG BAZAAR 59

10 WHY DO PREFER TO PURCHASE PRODUCTS FROM BIG 61

BAZAAR

11 DO YOU USE FUTURE PAY APPLICATION 63

12 PURPOSE OF VISIT TO BIG BAZAAR 65

13 AVERAGE TIME SPENT AT BIG BAZAAR 67

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 LIST OF TABLES
Graph No. DESCRIPTION Page No.

1 OCCUPATION GRAPH 43

2 INCOME GRAPH 45

3 HOW BIG BAZAAR MAINTAINS QUALITY AND 47

QUANTITY COMPARE TO OTHER RETAIL OUTLET

4 ARE YOU SATISFIED BY THE SERVICE PROVIDED BY BIG 49

BAZAAR

5 ARE YOU SATISFIED WITH THE OFFERS PROVIDED BY 49

BIG BAZAAR

6 AVERAGE EXPENDITURE AT BIG BAZAAR IN A MONTH 53

7 HOW OFTEN DO YOU VISIT BIG BAZAAR 55

8 MOST PREFERRED TIME TO VISIT BIG BAZAAR 57

9 DO YOU USE PROFIT CLUB CARD BY BIG BAZAAR 59

10 WHY DO PREFER TO PURCHASE PRODUCTS FROM BIG 61

BAZAAR

11 DO YOU USE FUTURE PAY APPLICATION 63

12 PURPOSE OF VISIT TO BIG BAZAAR 65

13 AVERAGE TIME SPENT AT BIG BAZAAR 67

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CHAPTER 1: INTRODUCTI

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 INTRODUCTION

 Industry Profile

Retailing

Retailing is the exchange between the dealer and shopper for individual utilization. It is does
exclude exchange between the producer, corporate buy, government buy and other discount
buy. A retailer stocks the products from the maker and after that offers the equivalent to the
end client for a negligible benefit.

Retailing includes all exercises coincidental to offering to extreme buyer for their faculty
family and family use. It does this by sorting out their accessibility on a generally enormous
scale and providing them to a client on a moderately little scale. Retailer is any
individual/association instrumental in achieving the products or product or administrations to
the end clients. Retailer is an absolute necessity and can't be wiped out.

The Indian retailing industry is ending up strongly focused, as an ever increasing number of
payers are Vying for a similar arrangement of clients. The real retail players are Pantaloon
Retail, Shoppers Stop, Reliance, and so forth..,

Retail Industry in India:

Difficulties Opportunities and Strategies

Retailing is one of the greatest segments and it is seeing upheaval in India. The new contestant
in retailing in India connotes the start of retail upset. India's retail market is required to develop
massively in next couple of years. As per AT Kearney, The Windows of Opportunity
demonstrates that Retailing in India was at opening stage in 1995 and now it is in topping stage
in 2006. India's retail market is required to develop massively in next couple of years. India
indicates US$330 billion retail advertise that is required to become 10% per year, with present
day retailing simply starting. India positions first in 2005. Actually, in 2005 and 2006, India is
the most convincing open door for retailers, since now India is in cresting stage. This lucky

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opening is valuable for administrators who plan their market-explicit procedures; the four
phases or the lifecycle of this industry is as pursues:

1. Introduction

Strategy recommended: A fast entrance methodology is proposed at this Stage for

example low cost and high advancement.

2. Growth

The technique of embracing quality and styled items with new models and move of
promoting from item attention to item inclination Eg ; the huge bazaar commercial says
surf exceed expectations is less expensive than the market cost. The thought behind
embracing system is to fortify against contenders

3. Maturity

Enter new market portions that is either enter new geographic territories for example
;vishal megha bazaar has opened stores in littler urban communities level II and III
urban areas

4. Decline

The lucky opening is shutting quick and present day retail offer is achieving 40 to 60
percent. In spite of the fact that the open door is shutting the current retailers can enter
with new configurations, for example, rebate models or non-sustenance organizations,
for example, buyer gadgets and clothing.

Fateful opening finishes for around 5 to 10years before a market enters the end stage
and achieves immersion level. India for instance, was in the opening stage in 1995 and
entered topping stage in the year 2003 and achieved number 1 rank in2005

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 PRESENT INDIAN SCENARIO

 The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. Total consumption expenditure
is expected to reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in
2017.
 It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP)
and around 8 per cent of the employment.
 India is the world’s fifth-largest global destination in the retail space.
 . Online retail sales are forecasted to grow at the rate of 31 per cent year-on-year
to reach US$ 32.70 billion in 2018.

 Growth drivers in India for retail sector

 Rising salaries and upgrades in framework are expanding Consumer showcases

and quickening the intermingling of shopper tastes.

 Liberalization of the Indian economy.

 Increase in spending Per capita Income.

 Advent of double salary families likewise helps in the development of retail

Area.

 Shift in shopper request to outside brands like McDonalds, Sony, Panasonic, and
so forth.

 Consumer inclination for shopping in new environments.

 The Internet upset is making the Indian buyer progressively Accessible to the
developing impacts of household and remote retail Chains. Reach of satellite
T.V. diverts is helping in making mindfulness about worldwide items for nearby
markets.

 About 47% of India's populace is younger than 20; and this will increment to
55% by 2018. This youthful populace, which is Technology-wise, observe in
excess of 50 TV satellite stations, and show the most astounding inclination to
spend, will monstrously add to the development of the retail part in the nation.

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  Availability of value land and shopping center administration rehearses.

 Foreign organizations' fascination in India is the billion or more Population.

Extension in retailing

Retail is obviously the part that is ready to demonstrate the most astounding development in
the following five years. The area is set for an upheaval, as both the present players and new
contestants are outfitting to investigate the market. This segment contributes 10% of India's
GDP and the present development rate is 8.5%.

The present size of the sorted out retailing area is roughly 3% and is relied upon to develop to
25-30% continuously 2010. There are around 300 new shopping centers, 1500 general stores
and 325 departmental stores as of now under development.

Numerous players are thinking of enormous speculations, because of which the present 12
million mother and-pop shops and kirana stores dread losing their business. Most expectations
state that the area may reach to US$ 400-600 billion constantly 2010.

Worldwide retail mammoths, for example, Wal-Mart, Tesco, Germany's Metro AG and
numerous others are prepared to enter the retail advertises. The rising interest of marked items
and increment in buying force has attracted these organizations to enter the market.

Driving Indian Retailers

Bata India Ltd, Big Bazaar, Crossword, Ebony Retail Holdings Ltd., Food Bazaar, Globus
Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd., Pantaloon Retail India
Ltd., Shoppers Stop, Subhiksha, Titan Industries, Trent and the new contestants infiltrating the
market before long will incorporate Reliance Retail Ltd, Wal-Mart Stores and so on.

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 Theoretical background of the study

 According to Cavusgil and Zou (1994)

Marketing strategy can be defined as "the methods by which a firm react to

interchange of inner and outside powers to meet the goal of the fare adventure".

 According to Mazzarol (2000)

"At the initiation of the new thousand years, independent companies are being
proclaimed as the motor of monetary development, the hatchery of advancement,
and the answer for many years of industrious joblessness the satisfaction of the
colossal capability of the area has been reliable subject since the beginning of
modern unrest".

 According to JONLEE ANDREWS and DANIEL C. SMITH

The gainfulness of built up items is influenced extraordinarily by the degree to

which they are seriously separated from contending options. Keeping up important
separation, thusly, is encouraged by progressing advancement of innovative
advertising programs. Despite the fact that commercial center perception uncovers
a general absence of inventiveness in the manner set up items are showcased.

 According to Theodore Levitt, The Marketing Imagination

Marketing is by all accounts discounted to a value war in some structure, and the
low value brands are winning.

 According to Daniel Adams

Albeit new items have been called backbone of a firm, the main part of most firms'
income originate from settled items with legitimate promoting system.

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  According to the American Marketing Association (AMA)

Marketing strategy is the action, set of organizations, and procedures for making,
conveying, conveying, and trading contributions that have an incentive for clients,
customers, accomplices, and society on the loose.

 According to Dr. Philip Kotler

Marketing strategy as "the science and specialty of investigating, making, and

conveying an incentive to fulfill the requirements of an objective market at a benefit.
Advertising recognizes unfulfilled needs and wants.

 According to Jay Baer President, Convince and Convert. Creator with Amber
Naslund of the Now Revolution

Marketing strategy is the messages as well as activities that reason messages and
additionally activities. – Marketing incorporates look into, focusing on,
interchanges (promoting and standard mail) and regularly advertising.

 FACTORS IN MARKETING STRATEGY:

Whatever methodology you at last pick must consider a few elements like:

 The organization's situation in the market:

Elements like piece of the overall industry or deals volume ought to be broke down, in
other words, each angle which can add to decide the dimension of solidarity of the
organization regarding clients and contenders.

It is additionally to consider the accompanying elements:

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 The company’s mission, policies, objectives and resources:

This demonstrates the significance of the qualities in the establishment of the

organization, motivation behind why it will focus bound viewpoints to items and
administrations just as to imprints and advertising methodologies.

 Your competitors marketing strategies:

We ought "know our organization" yet in addition the conduct of the "contenders'
potential and the ability to include and evacuate it in items, fragments, markets,
appropriation channels, and so forth. From my perspective one of the most clear
pointers that an organization thinks, and it acts with mindset of key advertising it is the
dimension of profundity that makes of its rivals. "Triumphant warriors win the fight
first and afterward they go battle… ". To get information about the obtaining practices,
inspirations and impression of the individuals who are the direct dependable of our
items it will likewise be key when making WORKING PAPER. Vital choices in
promoting. They exist large number of disappointments in advertising and all the more
solidly in the detailing and usage of the methodology because of an absence of
information about the customers .

 The projected life cycle stage

The ramifications of the item life are key when characterizing the advertising procedure
since they attempt to predict (with a specific dimension of incorrectness) which will be
the development of the deals in the future. Offering a "likeness" with the organic cycle
of life. This perspective is likewise related with the representation of future practices.
A standout amongst the most fascinating applications from my perspective is the one
of deciding the best minute or great minute where the organization ought to enter in the
market remembering the places of the contenders, the dimension of vulnerability in the
earth, and so forth. This is a fascinating conceivable future field of examination.

 General financial conditions in which you should work together:

Would it be advisable for us to search for violent markets or would it be advisable for
us to escape from them? How they will influence us such inquiries as the "development
of the rents in our buyers"? Is the organization arranged at social dimension to enter in
cost systems? can the organization manage certain dimensions of vulnerability?

17
 Responding to these inquiries will likewise build up suitable parameters to plan
promoting techniques.

 Importance of the topic

 The study shows customers marketing strategies used Big Bazaar in Bangalore
area. Its provide guideline for further research in Bangalore area for organized
retail.

 Research says about customer Expectation and Requirements from Big Bazaar,
Bangalore.

 The study rate the customer satisfaction level with Big Bazaar, Bangalore area.

 The research is also important to identify Market size, growth and Market Potential
of Big Bazaar in Bangalore.

 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 says about main competitors in the field of organized retail sectors.

 The study provides guideline to further extension of Big Bazaar.

 The study provides help to know the customers satisfaction with Big Bazaar stores

 Need to study the topic

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer. This advantage goes to “BIG
BAZAAR” in India. The main challenge to the Modern retail outlets to attract the customers
towards them from that of competitors. To attract more customers companies have to carry
out the promotional activities in unique way. The promotional activity of the company,
which famous as Less Price than others as it says ‘Nobody Sells Cheaper and Better!’ is
made its place in minds of customer.

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.

CHAPTER 2: REVIEW OF LITERATURE AND RESEARCH DESIGN

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 REVIEW OF LITERATURE AND GAPS

An article by

CHEN Jingdong, HAN Wei School of Economics and Management, Xi’an

University of Technology, P.R.China,

Introduction Jerome McCarthy Professor made 4Ps theory in 1960, which marketing
theory and practice had profound impact, becoming a classic marketing theory. In
recent years, Stanley F. Slater (2009) studied that factors influencing the relative
importance of marketing strategy creativity and marketing strategy implementation
effectiveness. Li Fei, Wang Gao (2006) on the 4Ps marketing mix models to improve
research and so on. These studies contributed to the theory of marketing strategy for
continuous improvement, but less the value adopted the materials. Professor Wang
Fang-hua guidance on a doctoral thesis examined the combination of marketing strategy
for the impact of brand equity they make a greater contribution to marketing strategy
theoretical research, but has not yet involved in the impact on marketing strategy to the
product value. Liu Fang, Yan Jian-ren (2007) discusses the relationship of product
value and marketing strategy for example the noodle business: business marketing
strategy for achieving and enhancing product value is essential. They recognize the
marketing strategies can enhance product value (focusing on benefits), but how to
upgrade are not theoretical arguments and empirical analysis. Although some scholars
have tried to study the relationship between marketing strategy and value, but
unfortunately, the existing value is mainly the demand value of benefit / cost. The
outbreak of financial crisis makes the social transformation, people from the industrial
society into the Commercial society, thus much-needed depth to excavate value,
restoring the true colors of the value. This study has an important guiding significance
to the investor of the entire value market .

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 • STATEMENT OF THE PROBLEM

There are many showcasing methodologies as there are different item and
administrations offered at Big Bazaar. Only one out of every odd showcasing technique
is appropriate for every single item in light of the fact that not all clients will have same
needs, inclinations and fulfillment level .The issue is business association don't realize
which is the best advertising methodology which has stood the trial of time and
establish solid framework for the business development

• SCOPE OF THE STUDY

The extent of this exploration is to recognize the promoting procedures of Big

Bazaar,Banglore. This exploration depends on essential information and auxiliary
information. Because of time requirement just predetermined number of people
reached. This investigation just spotlights on urban purchasing conduct of clients. The
investigation does not utter a word about country purchasing conduct of client in light
of the fact that provincial standards/status/frame of mind and acknowledgment of the
rustic clients contrasts with urban clients. The extent of research is constrained for
urban territory like Bangalore. It gives assistance to assist the examination for sorted
out retail division in urban regions. It means to comprehend the ability of the
organization in the territory like mechanical progression, rivalry in the executives.

 OBJECTIVES OF THE STUDY

 To study the expectations and requirements of customers

 To understand the present marketing strategies of big bazaar

 To analyze how well the company’s marketing strategies attract customers

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 SAMPLING

 SAMPLING TECHNIQUE: Simple random sampling

 SAMPLING FRAME: Residents of Rajajinagar

 SAMPLING UNIT: Customer of Big Bazaar

 SAMPLE SIZE:100

 TOOLS FOR DATA COLLECTION

RESEARCH DESIGN

This study was designed to perform a descriptive analysis of the marketing strategieg
of Big bazaar .This study was conducted over a period of 45 days in the month of
April to June of 2019

PRIMARY DATA:

The primary data was collected with the help of questionnaire. In this questionnaire it
has multiple choice and close ended questions.

SECONDARY DATA:

The secondary data was collected with the help of company records, articles,
internet, Websites and books.

QUESTIONNAIRE CONSTRUCTION:

The questionnaire will cover all the aspects of an organizational function under this
study.

Questionnaire is constructed based on the following types multiple choice

questions and Closed ended questions.

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 LIMITATIONS OF STUDY

 The study is based on a questionnaire method by including 100 people

 The study has been conducted within the boundaries of a particular branch of
big bazaar

 The study has not been related to any other supermarkets.

 Personal biases might have come while answering the questionnaire

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CHAPTER 3: PROFILE OF ORGANISATION

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FUTURE RETAIL LTD
As India’s leading retailer, Future Retail inspires trust through innovative offerings, quality
products and affordable prices that help customers achieve a better quality of life every day.
We serve customers in more than 240 cities across the country through over 11 million
square feet of retail space. Future Retail is the flagship company of Future Group, India’s
retail pioneer catering to the entire Indian consumption space. Through multiple retail
formats, it connects a diverse and passionate community of Indian buyers, sellers and
businesses. The collective impact on business is staggering: Over 330 million customers
walk into its stores each year and choose products and services supplied by over 30,000
small, medium and large entrepreneurs and manufacturers from across India. This number
is set to grow. It operates multiple retail formats in both the hypermarket, supermarket and
home segments of the Indian consumer market including:

1.

Big Bazar – A uniquely Indian hypermarket chain.

2.

Easyday - The convenient neighborhood store offers refreshing shopping experience

to its customers.

25
3.

KB’s Conveniently Yours - An urban convenience store in your neighborhood, KB’s

Conveniently Yours.

4.

Fashion at Big Bazaar - Affordable fashion destinations aimed to make India Thoda
aur stylish.

5.

Food Bazaar - a supermarket chain that blends the look and feel of Indian bazaars with
modern retail aspects like choice, convenience and quality.

6.

Foodhall - a premium lifestyle food destination

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7.

HomeTown - One-stop destination for every need of the aspirational Indian homeowner

8.

Ezone - Ezone brings to you the latest in electronics at the lowest prices. As modern
retail drives fresh demand and consumption in new categories, our strategy is based on
a deep understanding of Indian consumers the products they want, and making these
products available in every city in every store format. We are in line with our broad
objective of being a catalyst in India’s consumption-led growth and being a positive
agent of change in the communities we serve.

BIG BAZAAR

Parent Group Future Group

Owner Kishore Biyani (CEO)

Founded 2001

Headquarter Jogeshwari, Mumbai

Industry Retail

Big Bazaar is an Indian retail store that works as a chain of hypermarkets, markdown retail
chains, and markets. The retail chain was established by Kishore Biyani under his parent
association Future Group, which is known for having a critical conspicuousness in Indian retail
and style parts. Big Bazaar is additionally the parent chain of Food Bazaar, Fashion at Big
27
Bazaar (truncated as fbb) and eZone where at areas it houses all under one rooftop, while it is
sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, and so on.

Established in 2001, Big Bazaar is one of the most seasoned and biggest hypermarkets chain
of India, lodging about 250+ stores in more than 120 urban areas and towns the nation over.
BIG BAZAAR is an open kind of retailing industry Founded in 2001 Headquarters in Mumbai
Maharashtra, India.

Item :- Hypermarket Revenue :- 11000 crore (US$1.7 billion) crores (in 2012) (Big Bazaar and
Food Bazaar joined) Employees :- 36000 individuals Parent.

Big bazaar is a chain of shopping centers in India. Big bazaar offers a wide scope of product
including design and clothes, nourishment items, general product, furniture, gadgets, books,
cheap food and relaxation and diversion segments.

Food Bazaar, a general store organization was consolidated inside Big bazaar in 2002 and is
currently present inside each Big Bazaar just as in free areas.

A run of the mill Big Bazaar is spread crosswise over around 50000 sq. feet of retail space.
While the bigger cities have Big Bazaar family focuses estimating between 75000 sq. feet and
160000 sq. feet. Big bazaar express stores in littler towns measure around 30000 sq. feet.
Driven by its lead endeavor, Pantaloon Retail, the group works more than 12 million square
feet of retail space in 71 urban areas and towns and 65 provincial areas crosswise over India.
Headquartered in Mumbai (Bombay), Pantaloon Retail utilizes around 30,000 individuals and
is recorded on the Indian stock trades. The organization pursues a multi-group retail procedure
that catches nearly the whole utilization bin of Indian clients. In the way of life section, the
group works Pantaloons, a design retail chain and Central, a chain of consistent shopping
centers. In the worth fragment, its marquee image, Big Bazaar is a hypermarket design that
joins the look, contact and feel of Indian bazaars with the decision and accommodation of
present day retail.

In 2008, Big Bazaar opened its 100th store, denoting the quickest ever natural extension of a
hypermarket. The main arrangement of Big Bazaar stores opened in 2001 in Kolkata,
Hyderabad and Bangalore. The group's claim to fame retail arrangements incorporate, books
and music chain, Depot, sportswear retailer, Planet Sports, gadgets retailer, eZone, home
improvement chain, Home Town and provincial retail chain, Aadhaar, among others. It
additionally works prevalent shopping entrance.

28
Future Capital Holdings, the group's money related arm gives speculation warning to resources
worth over $1 billion that are being put resources into shopper brands and organizations, land,
lodgings and coordination. It additionally works a purchaser fund arm with branches in 150
areas.

The focal goal for prior organizations of Big Bazaar w was to acquire soundness and union.
They were worked to implement request. Be that as it may, in the new time where nothing is
left consistent, the prevailing topic for organizations should be speed and creative mind. The
new large scale differentiator can be structure. Configuration is helping organizations to sell
separated encounters and arrangements that associate with the purchaser's feelings. It's never
again about selling items and administrations alone. Nor is it pretty much finishing exchanges.
Each time a client strolls in, it is a chance to construct a relationship and welcome the client to
turn into a piece of the transformational situation. Plan the executives is helping us position the
client at the focal point of each choice we take and furthermore work with genuine enterprising
soul.

India's National Council for Applied Economic Research assesses that the country's white
collar class populace as of now contains around 17 million family units – 90 million individuals
– with yearly income going between $4,500 (£2,400) and $22,000 (£11,736). An extra 287
million could be named as 'aspirers' or those that want to join the white collar class in the close
term. Rising wages, especially in the lower and center pay families, are affecting retail
development in India as these groups will in general spend more on updating and expanding
their ways of life, eating out and proceeding onward to prepared and comfort nourishments.

The enormous and developing youthful working populace is a favored client fragment for Big
bazaar. These youngsters are early adopters of most current product offerings. The progressing
blast in parts, for example, data innovation and business procedure redistributing has made a
demographic with high extra cash and an expanded interest for way of life product, for
example, watches, beauty care products and scents. This is a much-voyaged and brand-clever
urban populace. Curiously, an expected 40-half of the Indian working lady's pay is spent on
clothing and footwear. Eating out, cell phones and extras make up the other driving spending
choices. Big Bazaar explicitly target youthful, working experts, home creators who are
essential leader.

Every one of our lines of business are shopper driven and I accept that on the off chance that
we are to be in the bigger buyer space, we would need to continue changing, developing and

29
in like manner be adaptable in our marketable strategies. Buyers are the equivalent all over the
place; we are just bound by our social frameworks. Their wants, voracity's and necessities are
comparative. The incentive for cash suggestion is so instilled in the Indian shoppers mind that
he should be demonstrated genuine worth constantly.

Along these lines, all our present and future organizations would essentially have the shared
factor as the buyer.

Every one of our coalitions and associations with many organization's have been assembled,
keeping the cooperative energies of business and buyer contributions as a primary concern.

Future Group is a corporate group and almost the majority of its organizations are overseen
through its different working organizations dependent on the objective sectors. For e.g., retail
general store/hypermarket chains Big Bazaar, FBB, Food Bazaar, Food Hall, Hometown and
so on are worked by its retail hand, Future Retail Ltd, while its design outlets Brand
Factory,Central, Planet Sports and so forth. are worked by means of another of its auxiliaries,
Future Lifestyle Fashions. With these many style outlets and general store, the group likewise
advances individually, its design brands like Indigo Nation, Spalding, Lombard, Bare and so
on., and FMCGs like Tasty Treat, Fresh and Pure, Clean Mate, Ektaa, Premium Harvest, Sach
and so forth. It additionally has working organizations to cook explicitly to inner money related
issuesand consulting within its group of companies.

1. Image of the organization among clients

"Is se sasta aur accha kahin nahi" Nothing catches the sprit of Big Bazaar superior to this joke.
It is a basic explanation but then it situated at the highest point of Indian clients mind. It
demonstrates that big bazaar was based on the establishment of enterprise and effortlessness.
They have confidence in administration and incentive for the clients. They think about that it
is their solitary obligation to remember client at each progression, they go that additional mile
and purchase legitimately from source in mass so they can get best rates by keeping the edge
low.

Big Bazaar is continually vigilant for finding new available resources to improve the present
situation. In this manner, advancement is a significant part of their working methodology. The
other significant way of thinking is that of Indian way of life. Every one of the ideas and
organizations just as the method for doing things are Indian. The manner in which Big Bazaar

30
is planned and the manner in which the entire idea has created mirrors a feeling of Indian day
today way of life.

2. Administrations offered by big bazaar

Big Bazaar gives a wide scope of administrations to its clients like Trial rooms, lifts, vehicle
leaving , security, things counter , trolleys with the goal that one could shop effectively .

They even give them after deal benefits if there should arise an occurrence of purchasing
electronic things. One of the real administration given by them is one stop shop as one could
get an entire scope of things under one shop and at the most sensible cost. They generally have
their outlets in such an area where it is anything but difficult to drive.

They have likewise given real accentuation to persuade for clients in which design has assumed
a noteworthy job. The format of the store is effective to the point that clients discover out of
aspect of good retail showcasing yet client and representative communication can be utilized
as the huge device for retail promoting.

3. Visual merchandising

Visual marketing at Big Bazaar utilizes "Store show for limited time reason, however as clients
are winding up progressively complex, Big Bazaar has discovered different methods for
powerful showcase for giving data and conveying picture of the store to the clients, helping
them in taking buy choice and making energizing shopping condition" Big Bazaar not just uses
what they need. Big Bazaar gives great representative administration i.e their sales reps are
dependably ready to give assistance. Worker administration is regularly dismissed as a major
visual marketing for advancing their item, yet they use it as a noteworthy device for making
proper store condition and affecting buy choice of clients.

They use danglers and hoardings at the passageway of the store as this might be a choosing
component in a customer's choice to enter a store. It utilizes different visual promoting like it
utilizes striking window show for making a shopping situation as it makes activity impression

31
in the psyche of clients as window show likewise now and again become a central factor
whether to enter the store or not .

Retailers create visual marketing so as to relate client's public activity with the item, stir their
faculty enthusiasm for the item. "Retailers can utilize mix of components of in store showcase,
for example, shading, surface, lighting, installations, designs, signage."

4. Advancements

Big Bazaar utilizes different limited time techniques like the costs on Wednesdays are low
contrasted with different retailers, this aides is acquiring a colossal number of clients they
even have an idea of "BIG DAY" which means they give immense limits to their clients on
the 26 of Jan and on 15TH August. On such days they think of special offers like bring old
thing from your home and take gigantic limits and complimentary gifts. slip for each bit of
product. The purchaser who can coordinate the best "low deal" leaves with her treats.

5. Target market

1. Big Bazar targets higher and upper working class clients.

2. The huge and developing youthful working populace is a favored client fragment.

3. Big Bazar extraordinarily targets working ladies and home producers.

6. Mission and vision of big bazaar

1. Future Group will convey everything, all over the place, each time for each Indian Consumer
in the most productive way.

2. We offer the vision and conviction that our clients and partners will be served distinctly by
making and executing future situations in the utilization space prompting financial
advancement.

3. Big Bazaar focus to upper white collar class and higher clients.

4. The enormous and developing youthful working populace is a favored client portion.

32
They think of offers like

School Jao Khushi:

 Discounts on all school necessities like school sacks, water bottles and lunchboxes.

 Win a pencil case with each buy worth Rs500 and above .

 Send us your experience of the "Greatest day that you had in school" – the most
diverting one will get a free shopping excursion worth Rs 1,000/ -

 Lucky draw – look for Rs1,000 and above, drop in your children name into our drop
box – 10 fortunate children will get 30% off on a NIIT course.

 Shop for Rs 500 and above, drop in your children painting the best painting will get
supported for a craftsmanship course.

 Khushi ki barsaat:

 "Discounts ki barish" – different limits no matter how you look at it.

 Special limits on overcoats and umbrellas .

 Lucky Draw – On buys worth Rs. 1000 and above – drop in your name into our drop
box and you could be one of the 3 families to appreciate the downpours in Goa.

 Purchase merchandise worth Rs 500 – complete the motto – I adore the downpours in
Mumbai in light of the fact that… and win you possess redid umbrella – get your
companions and family photo screen imprinted on it.

Take an arrangement:

• Each item will have their individual value tags.The shopper deals on the MRP with the
counter deals young lady. The counter deals young lady will be given a "most minimal
deal" .

5. Big Bazaar extraordinarily target working ladies and home producer who are the
essential leader.

33
7. PRODUCT ASSORTMENTS
The product profile of Big Bazaar is as follows. They are dealing with various types of products
and so they had divided them into various departments for the customer’s convenience. The
departments are

IFTS

34
8. HISTORY OF BIG BAZAAR

Big Bazaars voyage started in October 2001, when the youthful, original business person
Kishore Biyani opened the country’s first hypermarket retail outlet in Kolkatta (at that point
Calcutta). Around the same time, two additional stores were included one each in Hyderabad
and Mumbai, accordingly beginning an effective stay which started the section of composed
retailing in India.

Talking on this groundbreaking event and recollecting the times of conceptualizing the
hypermarket thought Mr. Kishore Biyani stated, We at first chose to name the organization as
Bazaar since we had structured the store remembering the Indian mandi style. Since the size of
the hypermarket was big than a normal mandis, the idea came to name it as Big
Bazaar.However, we had freezed on the turn of phrase Isse Se Sasta Aur Achha Kahi Nahi
much before we met the inventive office to plan the last logo of Big Bazaar.

However, Big Bazaar was begun simply as a style organization including clothing, beautifiers,
embellishment and general product, the principal Food Bazaar arrangement was included as
Shop-In-Shop inside Big Bazaar in the year 2002. Today, Big Bazaar, with its wide scope of
items and administration offering, mirrors the yearnings of a huge number of Indians.

The adventure of Big Bazaar can be separated into two stages one pre and the other post January
26th, 2005, when the organization changed the retail part in India, with the presentation of an
at no other time deals crusade Sasbe Sasta Din. In only one day, nearly the entire of India
slipped at different Big Bazaar stores in the nation to shop at their preferred shopping goal.

Further, what pursued was the over and over reworking of the Indian Retail experience,
wherein comprehension of the Indian shoppers reflected in the items and administrations
offered, making creative arrangements, extending in the level II and level III towns, tying up
with marked product to offer selective items and administrations to its clients.

Big Bazaar is available today in 59 urban areas and involving more than 5 million sq.ft. Retail
space and driving more than 110 million footfalls into its stores. The configuration is expecting
the quantity of footfall in the stores to increment by more than 140 million by this budgetary
year. Throughout the years, Mr. Biyani for his vision and authority, and Big Bazaar for its one

35
of a kind suggestion to its clients, have gotten each esteemed customer grants both broadly and
universally.

Says Rajan Malhotra, President, Strategy and Convergence, Big Bazaar, What is significant in
our adventure isn't the quantity of stores, yet the client’s confidence in us. Its the India and the
Indians, which have helped us, achieve this accomplishment in such a brief span length and
today our nation is making a history in the World composed Retail.

Rajan Malhotra, who is additionally the principal representative of Big Bazaar, joining the
association in mid-2001 includes, Since starting, we have kept Big Bazaar as a delicate brand,
which mirrors the India and the Indians. We had faith in developing with the general public,
taking part and praising all provincial and nearby network celebrations, giving clients
inclinations above everything else.

THE EVOLUTION…

The Past

1. Aggressive expansion – into new geographies, categories and businesses.

2. Established leadership in all key consumption centers and in all key categories for modern
retail

3. Created multiple businesses and established our footprint across the country.

4. Leverage scale, size & knowledge acquired to drive home efficiencies & productivity in the
business.

The Present

1. Focus on profitable growth in key consumption categories - fashion, food, general

merchandise and home.

2. Focus on free cash flows, a deleveraged balance sheet, maintain low gearing ratios, and
improve working capital management.

36
The Future

1. Three independent entities focused on hypermarket, fashion and food / distribution.

2. Growth fueled through internal accruals.

3. Create India’s dominant players in hypermarket & fashion businesses.

Milestones Achieved:

 Divesture of the financial services business to Warburg Pincus – Completed.

 Divesture of stakes in insurance business –Initiated with L&T and IITL and expected to
be closed by September’13.
 Demerger of Pantaloons business and deleveraging of balance sheet through transfer of
Rs 1,600 of debt – Completed.
 Demerger and consolidation of lifestyle fashion business into an independent entity–
Completed.

Achievements and Awards

2004

 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.
 A day before Diwali, the store at Lower Parle becomes the first to touch Rs 10 Million
turnover on a single day.

2005

 Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting
Customers to exchange household junk at Big Bazaar.

 Electronic Bazaar and Furniture Bazaar are launched.

37
 Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card Program
to reward its loyal customers.

2006

 Big Bazaar launches Shakti, India’s first credit card program tailored for
Housewives.

 Navaras – the jewelers store launched within Big Bazaar stores.

2007

 Big Bazaar partners with Futurebazaar.com to launch India’s most popular

Shopping portal.

 Big Bazaar initiates the Power of One campaign to help raise funds for ‘Save the
Children India Fund’.

 Pantaloon Retail wins the International Retailer of the Year at US-based

 National Retail Federation convention in New York and Emerging Retailer of the Year
award at the World Retail Congress held in Barcelona.

2008

 Big Bazaar becomes the fastest growing hypermarket format in the world with The
launch of its 101st store within 7 years of launch.
 Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
 Big Bazaar joins the league of India’s Business Super brands. It is voted among The top
ten service brands in the country in the latest Pitch-IMRB international Survey.
 Big Bazaar initiated the Mega Saving Monthly Bachat Bazaar campaign, to provide
exceptional deals on groceries and food items during the first week of every month.

38
 2009

 Big Bazaar captures almost one-third share in food and grocery products sold Through
modern retail in India.
 Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the
brand ambassadors of Big Bazaar.
 Big Bazaar announced the launch of The Great Exchange Offer.

2010

 Big Bazaar wins CNBC Awaaz Consume r Awards for the third consecutive Year.
Adjudged the Most Preferred Multi Brand Food Beverage Chain, Most Preferred Multi
Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.
 Big Bazaar connects over 30,000 small and medium Indian manufacturers and
entrepreneurs with around 200 million customers visiting its stores.

 Vidya Balan was chosen as the brand ambassador of Big Bazaar Price
Challenge exercise.

2011

 For the convenience of the online customers, Big Bazaar has started free
Shipping on all orders above Rs. 1000.

2012

 Big Bazaar entered into a five year multi-million dollar deal with Cognizant
Technology Solutions for IT infrastructure services that support Future Group
network of stores, warehouses, offices, and data centers.

39
 2013

 Global Innovation Award for the year 2012- 2013/.

 Home Town became the first Indian retailer to bag Global Innovation Award for the
year 2012- 2013.

2014

 Emerging Player of the Year 2014.

Indian Chamber of Commerce recognized FSC as Emerging Player of the

Year 2014.

 India Retail Award 2014.

Big Bazaar Direct Retail store of the year honored with eRetailer of the Year
2014.

2015

 Indian Industrial Development Award.

Indian Economic Development & Research Association awarded Future

Supply Chain with Indian Industrial Development Award.

 Business Leadership Award.

International Achievers Conference recognized Future Supply Chain with
Business Leadership Award of the year 2015.

2016

 fbb's Denim Dance.

fbb's Denim Dance creates history with a Guinness World Record for The
World's Largest Photobook.

40
 HomeTown Won "Rockstar Award".
Won "Rockstar Award" at Pepperfry Partners Meet.

2017

 Best Use of Digital marketing.

Big Bazaar's Fast Billing campaign won Silver for Best Use of Digital
marketing at BW Applause awards.

41
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

42
1. OCCUPATION

CHART NO. 4.1

TABLE NO. 4.1

Sl.no. Responses Number of respondents Percentage

1. Student 26 26%

2. Self-Employed 36 36%

3. Professional 26 26%

4. Retired 9 9%

5. Others 3 3%

Total 100 100%

43
INTREPRETATION:

The study shows that majority of the respondents which is 36% are self-employed, 26% of the
respondents where both students and professionals by occupation, 9% of the respondents where
retired and 3% of the respondents where others by occupation viz., house wife’s.

INFERENCE:

This is one of the demographic question by which we can understand what type of individuals
visit big bazaar. In this study the majority of the respondents were self employed by occupation
as India is developing faster we can see more of the self-employed individuals.

44
2. WHAT IS YOUR INCOME FOR A MONTH?

CHART NO. 4.2

TABLE NO. 4.2

Sl.no. Responses Number of respondents Percentage

1. Below 10,000 25 25%

2. 10,000-20,000 30 30%

3. 20,000-30,000 24 24%

4. More than 30,000 21 21%

Total 100 100%

45
INTREPRETATION:

The study shows that majority of the respondents which is 30% are at the income level of
Rs.10,000 to Rs.20,000, 25% of the respondents earn below Rs.10,000, 24% of the respondents
are at the income level of Rs.20,000 to Rs.30,000, 21% of the respondents are at the income
level above Rs.30,000.

INFERENCE:

This is also one of the demographic question by which we can understand the average income
of the customers visiting big bazaar. In this study we can see that majority of the individuals
were earning in between Rs10,000 to Rs20,000, may be self-employment is one of the reason
an individual earns between Rs10,000 to Rs20,000.

46
OBJECTIVE I
To study the expectations and requirements of customers

3. HOW BIG BAZAAR MAINTAINS QUALITY AND QUANTITY COMPARE TO

OTHER RETAIL OUTLET.

CHART NO. 4.3

TABLE NO. 4.3

Sl.no. Responses Number of Percentage

respondents

1. Excellent 36 36%

2. Good 53 53%

3. Normal 10 10%

4. Poor 1 1%

Total 100 100

47
INTREPRETATION:

The study shows that majority of respondents which is 53% thought that big bazaar maintains
good quality and quantity compared to other retail outlets, 36% of the respondents thought thst
big bazaar maintains excellent quality and quantity compared to other retail outlets, 10% of the
respondents thought that big bazaar maintains same quality and quantity compared to other
retail outlets and 1% of the respondents thought that big bazaar maintains poor quality and
quantity compared to other retail outlets.

INFERENCE:

This is also an important question related to the objective of the study which is to understand
the expectation and requirement of the customers. From this survey we can understand that
majority of the respondents were satisfied from the quantity and quality provided by big bazaar.

48
4. ARE YOU SATISFIED BY THE SERVICE PROVIDED BY BIG BAZAAR?

CHART NO. 4.4

TABLE NO. 4.4

Sl.no. Responses Number of Percentage

respondents

1. Strongly agree 39 39%

2. Agree 42 42%

3. Neutral 15 15%

4. Disagree 4 4%

5. Strongly Disagree 0 --

Total 100 100

49
INTREPRETATION:

The study shows that majority of the respondents which is 42% are satisfied by the service
provided by big bazaar, 39% of the respondents are very satisfied from the service provided by
big bazaar, 15% of the respondents are fine with from the service provided by big bazaar and
4% of the respondents are not satisfied by the service provided by big bazaar.

Inference:

This is also an important question related to the objective of the study which is to understand
the expectation and requirement of the customers. From this survey we can understand that
majority of the respondents were satisfied from the service provided by big bazaar.

50
5. ARE YOU SATISFIED WITH THE OFFERS PROVIDED BY BIG BAZAAR?

CHART NO. 4.5

TABLE NO. 4.5

Sl.no. Responses Number of respondents Percentage

1. Completely satisfied 58 58%

2. Willing to get more offers 42 42%

100 100%

51
INTREPRETATION:

The study shows that 58% of the respondents were completely satisfied by the offers given by
big bazaar and 42% of the respondents were willing to get more offers by big bazaar.

INFERENCE:

This is also one of the question which is related to the objective of the study which is to
understand the expectation and requirement of the customers. From the survey we can see that
majority of the respondents are completely satisfied from the offers provided by big bazaar.

52
OBJECTIVE II

To understand the present marketing strategies of big bazaar

6. AVERAGE EXPENDITURE AT BIG BAZAAR IN A MONTH

CHART NO. 4.6

TABLE NO. 4.6

Sl.no. Responses Number of respondents Percentage

1. Below Rs.500 10 10%

2. Rs.500- Rs.1,000 30 30%

3. Rs.1,000- Rs.1500 27 27%

4. Rs.1,500- Rs2,000 18 18%

5. More than Rs.2,000 15 15%

Total 100 100%

53
INTREPRETATION:

The study shows that majority of respondents which is 30% spend Rs.500 to Rs.1000 in a
month ,27% of respondents spend on an average Rs.1000 to Rs.1500 in a month, 18% of the
respondents spend on an average Rs1500 to Rs2000 in a month,15% of the respondents spend
more then Rs.2000 in a month and 10% of the respondents spend below Rs.500 in month while
purchasing at big bazaar.

INFERENCE:

This is one of the important question related to the objective of study which is to understand
the present marketing strategies of big bazaar from this study we can see that on an average an
individual spends Rs500 to Rs1000 in a month by this we can understand big bazaar is using
good marketing strategy.

54
7. HOW OFTEN DO YOU VISIT BIG BAZAAR?

CHART NO. 4.7

TABLE NO. 4.7

Sl.no. Responses Number of Percentage

respondents

1. Once in a month 14 14%

2. Twice in a month 41 41%

3. Once in a week 23 23%

4. Twice in a week 14 14%

5. Rarely 8 8%

Total 100 100

55
INTREPRETATION:

The study shows that majority of the respondents which is 41% visit big bazaar twice a month,
23% of the respondents visit big bazaar once week, 14% of the respondents visit once a week,
14% of the respondents like to visit big bazaar once in a month and 8% of the respondents visit
big bazaar rarely.

INFERENCE:

This is also an important question related to the objective of the study which is to understand
the present marketing strategies of big bazaar. From this survey we can understand that
majority of the respondents visit big bazaar twice in a month.

56
8.MOST PREFERRED TIME TO VISIT BIG BAZAAR?

CHART NO. 4.8

TABLE NO. 4.8

Sl.no. Responses Number of Percentage

respondents

1. Morning 18 18%

2. Afternoon 25 25%

3. Evening 41 41%

4. Any 16 16%

Total 100 100

57
INTREPRETATION:

The study shows that the majority that is 41% of respondents prefer to visit big bazaar in the
evening, 25% of the respondents prefer to visit big bazaar in the afternoon, 18% of the
respondents prefer to visit big bazaar early in the morning and 16% of the respondents were
very flexible to visit big bazaar.

INFERENCE:

This is also one of the question which is related to the objective of the study which is to
understand present marketing strategies of big bazaar. In this survey majority of the customers
visit big bazaar in the evening when they are free rather them going to the store in the morning
to grab some offer may be this could be because of competition from the online retailers.

58
9. DO YOU USE PROFIT CLUB CARD BY BIG BAZAAR?

CHART NO. 4.9

TABLE NO. 4.9

Sl.no. Responses Number of Percentage

respondents

1. Yes 62 62%

2. No 38 38%

Total 100 100%

59
INTREPRETATION:

The study shows that majority of the respondents which is 62% had profit club card and 38%
of respondents did not wanted or did not had profit club card by big bazaar.

INFERENCE:

This is also one of the question which satisfies two of the objectives which are to understand
the present marketing strategies of big bazaar and which helps us to understand which
marketing strategies help big bazaar to attract customers from this survey we can understand
that majority of the customers who visited big bazaar had profit club card.

60
OBJECTIVE III

To analyze how well the company’s marketing strategies attract customers

10. WHY DO PREFER TO PURCHASE PRODUCTS FROM BIG BAZAAR?

CHART NO. 4.10

TABLE NO. 4.

Sl.no. Responses Number of Percentage

respondents

1. Good Quality and 20 20%

Quantity

2. Cheap price 14 14%

3. Good offers and 20 20%

discounts

4. Variety of products 10 10%

5. All of the above 36 36%

Total 100 100

61
INTREPRETATION:

The study shows that majority of the respondents that is 36% prefer to purchase product from
big bazaar because they provide good quality and quantity, cheap price, good offers and
discounts and also provide variety of products and services, 20% of the respondents prefer to
buy from big bazaar because they provide good quality and quantity for the products, 20% of
the respondents prefer to buy from big bazaar because they gave good offers and discounts on
the product purchase, 14% of the respondents brought the product from big bazaar because
they sold them at cheap rates and 10% of the respondents like to buy from variety of products
provided by big bazaar.

INFERENCE:

This is also an important question related to the objective of the study which is to analyze how
well the company’s marketing strategies attract customers. From this survey we can understand
that majority of the respondents liked good quality and quantity, cheap price, good offers and
discounts and also provide variety of products this is one of the good sign for big bazaar
marketing strategies.

62
11. DO YOU USE FUTURE PAY APPLICATION?

CHART NO. 4.11

TABLE NO. 4.11

Sl.no. Responses Number of Percentage

respondents

1. Yes 45 45%

2. No 44 44%

3. May be 11 11%

Total 100 100%

63
INTREPRETATION:

The study shows that majority of the respondents that is 45% were using future pay application,
44% of the respondents did not use future pay application and 11% of the respondents had
installed the app but did not used it.

INFERENCE:

This is also one of the question which is related to the objective of the study which is to
understand how well big bazaar marketing strategies attract customers. From this survey the
majority of the respondents had used the future pay app and were feeling comfortable using it.

64
12. PURPOSE OF VISIT TO BIG BAZAAR?

CHART NO. 4.12

TABLE NO. 4.12

Sl.no. Responses Number of respondents Percentage

1. FBB(Clothing ) 17 17%

2. Food hall(food) 9 9%

3. Home town(Furniture’s) 13 13%

4. Food bazaar 46 46%

5. Electronics 12 12%

6. Others 9 9%

Total 100 100

65
INTREPRETATION:

The study shows that majority of the respondents that is 46% purpose of visit to Big bazaar
was to purchase from Food hall , 17% of the respondents purpose of visit to Big bazaar was to
purchase from FBB, 13% of the respondents purpose of visit to Big bazaar was to purchase
from Home town, 12% of the respondents purpose of visit to Big bazaar was to purchase from
Electronics section ,9% of the respondents purpose of visit to Big bazaar was to eat at Food
hall and 3% of the respondents purpose of visit to Big bazaar were others.

INFERENCE:

This is also an important question related to the objective of the study which is to analyze how
well the company’s marketing strategies attract customers. From the survey we can understand
that majority of the customers visit big bazaar for food bazaar the majority of the customers
like to buy fresh fruits and vegetables from big bazaar.

66
13. AVERAGE TIME SPENT AT BIG BAZAAR?

CHART NO. 4.13

TABLE NO. 4.13

Sl.no. Responses Number of Percentage

respondents

1. Less than 30 minutes 14 14%

2. 30minutes to 1hr 49 49%

3. 1hr to 2hr 32 32%

4. More than 2hr 5 5%

Total 100 100

67
INTREPRETATION:

The study shows that majority of the respondents that is 49% spend 30min to an hour shopping
at big bazaar, 32% of the respondents spend 1hour to 2 hour shopping at big bazaar, 14% of
the respondents spend less then 30min shopping at big bazaar and 5% of the respondents spend
more than 2hour shopping at big bazaar.

INFERENCE:

This is also an important question related to the objective of the study which is to analyze how
well the company’s marketing strategies attract customers from this survey we can understand
that on an average an individual spends 30min to an hour shopping at big bazaar.

68
CHAPTER 5: SUMMARY OF FINDINGS, CONCLUSIONS AND SUGGESTIONS

69
 FINDINGS

1. A large portion of the customers purchase their prerequisite in Big Bazaar based
on Weekly and month to month premise. Customers understood that Big Bazaar
stores give subjective items/administration with sensible cost.

2. At present time Big Bazaar give various kinds of item groupings to the customers.

3. Ceaselessly opening of Big Bazaar chains in various significant urban

communities, expanding amounts of the customers and benefit demonstrate that
Big Bazaar most acknowledged name in sorted out retail chain in India.

4. Big Bazaar fundamentally manage center pay group individuals who need
subjective item with sensible expense.

5. Big bazaar has a decent notoriety of itself in the market.

6. Big bazaar has situated itself in the market as a limited store.

7. Big bazaar holds an immense customer base. Most of customers have a place with
white collar class family.

8. 8.Motivation purchasing conduct of customers comes in to play a large portion of

the occasions in big bazaar

CONCLUSION

The study concludes that majority of the customers prefer shopping at big-bazaar,
because of product variety, quality, service facility, reasonable prices which make the
customers feel more comfortable in visiting the store again and again.

Customers shop more in the food bazaar and the men’s wear department in Big Bazaar.
Customers feel that Big Bazaar has variety of products available in various departments
considering the fact that there are a lot middle class families in India, Big bazaar has
had a huge impact on the middle class section of India, the prices, quality and sales

70
 strategy has helped in getting the middle income groups getting attracted towards Big
Bazaar.

Big bazaar has been known for its great sale and great offers and discounts. Big bazaar
has had long lines of people waiting to get into the store for the sale. Therefore, the
sales that Big Bazaar has had increased in a huge way due to offers & discounts,
thus this has been one of the main advantages of Big Bazaar.

SUGGESTIONS

 Big bazaar should incorporate a greater amount of marked items its item class in
order to draw in the brand choosy individuals to come in to big bazaar.

 Big bazaar should give enormous parking spot to its customers with the goal that
they can without much of a stretch park their vehicles.

 It should make diverse money counters for various customers. Money counter and
credit card installment counter should be put in distinctively in request to decrease
the surge and spare the customer's time. This will be a sort of inspiration for the
customers of big bazaar.

 The administration of the sales rep is should have been improved. Individual
consideration ought to be taken by the sales rep for the customers with the goal that
the customers feel better.

 During the off pinnacle hour's big bazaar ought to give a few ideas to its customers
so individuals would be urged to come to big bazaar during off pinnacle hours. The

71
 customers who are available in the shopping center during the off pinnacle long
periods of big bazaar will go in to big bazaar if astonishment offers are set aside a
few minutes.

 Customer care office is expected to take appropriate consideration of customer

objections and questions. The individual sitting at the assistance work area of big
bazaar should have the option to give all important data to the customers at whatever
point it is required.

 The foundation is should have been changed a bit during ends of the week as
overwhelming group comes in to big bazaar during those days.

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 Bibliography

Books
 Marketing Management: A Strategic Decision - Making Approach by John W.
Mullins, Orville C. Walker, Boyd

 Advertising and Promotion: An Integrated Marketing Communications Perspective

(SIE) by Belch

 Consumer Behavior & Marketing Strategy by J. Paul Peter, Jerry Olson

 Retail Store Operations by Sriram Iyer

 Retailing Management by Michael Levy, Barton Weitz, Ajay Pandit

Journals and Articles

 CHEN Jingdong, HAN Wei School of Economics and Management, Xi’an University
of Technology, P.R.China.

 Special issue of the journal of strategic marketing ‘the state of theory in strategic
marketing research – reviews and prospects’Dr. Leyland Pitt & Emily Treen 11 Jan
2019

Websites

 https://www.bigbazaar.com/

 https://en.wikipedia.org/wiki/Big_Bazaar

 https://www.futuregroup.in/

 https://www.inc.com/murray-newlands/15-marketing-strategies-that-inspire-strategic-
thinkers.html

 http://www.businessdictionary.com/definition/marketing-strategy.html

73
ANNEXURES

74
1. Occupation
 Student

 Self-employed

 Professional

 Retired

 Others

2. Income level
 Below Rs.10,000

 Rs.11,000-Rs.30,000

 Rs.31,000-Rs.50,000

 Rs.51,000 and above

3. How Big Bazaar maintains Quality and quantity compare to other

retail outlet
 Excellent

 Good

 Normal

 Poor

4. Are you satisfied by the service provided by Big Bazaar *

 Strongly agree

 Agree

 Neutral

 Disagree

 Strongly Disagree

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5. Are you satisfied with the offers provided by Big Bazaar
 Completely satisfied

 Willing to get more offers

6. Average expenditure at Big Bazaar in a month

 Below Rs.500

 Rs.500-Rs.1,000

 Rs.1,000-Rs.1,500

 Rs.1,500-Rs.2,000

 More than Rs.2000

7. How often do visit Big bazaar

 Once in a Month

 Twice in a Month

 Once in a week

 Twice in a week

 Rarely

8. Most preferred time to visit big bazaar

 Morning

 Afternoon

 Evening

 Any

9. Do you use Profit Club Card by Big Bazaar *

 Yes

 No

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10. Why do prefer to purchase products from big bazaar
 Good quality and quantity

 Cheap price

 Good offers and discounts

 Variety of products

 All of the above

11. Do you use future pay application *

 Yes

 No

 Maybe

12. Purpose of visit to Big Bazaar *

FBB (Clothing)

 Home Town (Furniture)

 Food hall (Food)

 Window Shopping

 Others

13. Average time spent at big bazaar *

 Less than 30min.

 30 min to 1hr.

 1 to 2hr

 More than 2hr.

77