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Introduction
Retailing consists of those business activities involved in the sale of goods and
services to consumers for their personal, family, or household use. Retailing comprises of
four elements customer orientation, coordinated effort, value-driven, and goal orientation.
The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off
or sheds a small piece from something. Retailing is the set of activities that markets
products or services to final consumers for their own personal or household use. It does
this by organizing their availability on a relatively large scale and supplying them to
customers on a relatively small scale. Retailer is a Person or Agent or Agency or
Company or Organization who is instrumental in reaching the Goods or Merchandise or
Services to the End User or Ultimate Consumer.
The topic “store environment and merchandising mix” present in any retail store
greatly influences the customer satisfaction level and the customer perception towards
that store. Merchandising is one of the hot issue in todays retail competition world which
is very important for all the retail store to follow that.
This study was done to know that, do customers are really satisfied with the
merchandising Mix present in the Big bazaar and also to find out how the store
environment influences the shopping behavior of the customer and to know which section
in the Big bazaar have good merchandising mix and to know how the store environment
can be improved.
STATEMENT OF THE PROBLEMS:
“To study the store environment and merchandising mix”
“To study of the store environment and merchandising mix in big bazaar super center, to
determine the satisfaction level of the customers about the store environment and analyze
the merchandising mix to influence on the customer satisfaction level, and to improve the
store environment to increase the sales and to attract the customers, this study helps to
improve the environment of the store to reach the customer satisfaction level” and
improve the merchandising in big bazaar super center.
OB JECTIVES OF STUDY:
To analyze how the merchandising mix influence the customer satisfaction level
The study is limited to the customer’s of Big Bazaar , J.L.B Road ,Mysore
RESEARCH METHODOLOGY:-
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a key
question.
INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of
evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings, which are also dealt
with and leads to a logical deduction towards the analysis and results.
1. Primary data:-
1. Personal interview with dealers and user of tractors has been used as survey
technique for collecting data. The dealers of different branches of tractor were
also enquired about question depending on circumstances. The survey has been
made by using primary data and secondary data.
2. The primary sources consist of information collected from dealers of different
branches and tractors owners and agriculturist. The secondary data has been
collected from encyclopedias, survey of Indian agriculture, Technical journals
and news paper reports.
2. Secondary data:-
These are the sources contain data, which have been collected and compared for
some other purpose. The secondary source consists of readily available components
and already compiled statistical statement and reports whose data may be used for
study. Secondary data have been collected from many sources. The major sources of
secondary data are given below.
Reports/records
Websites
"Most research on the link between urban form and travel behaviour has relied on
relatively coarse data on both urban form and travel patterns and those found aggregate-
level correlation between them. [E.g., residential density or form vs. amount of travel.]
It leaves open the question of the more detailed relationship between urban form
and travel behaviour, that is, which characteristics of urban form influence which aspects
of travel choice.
In general, the absence of rich land use and urban design data at the tract level is a
significant barrier to carrying out neighborhood-scale studies of how the build
environment shapes travel demand. From regional travel surveys...there are rarely enough
travel diary data points for conducting small-scale analyses. And while metropolitan
planning organizations generally have detailed travel data, there are no readily available
secondary sources that provide parcel-level or even block-level summaries of land use
composition, building characteristics, or features of the walking environment.
Data availability, relative coarseness, the poor quality of land use data, and the
need for significant improvement in its quality are commonly cited in researchers'
discussions of study limitations. (E.g., Kerberos 1996, Ewing 1996, Halethorpe 1996.)
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Walk trips, especially, are difficult to model at the neighbourhood level, due to their
infrequent reporting. (Carver 1996). This means that even the travel diary coverage
mentioned above would permit only
COMPANY PROFILE
2.1 INDUSTRY PROFILE
INTRODUCTION
The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off
or sheds a small piece from something. Retailing is the set of activities that markets
products or services to final consumers for their own personal or household use. It does
this by organizing their availability on a relatively large scale and supplying them to
customers on a relatively small scale. Retailer is a Person or Agent or Agency or
Company or Organization who is instrumental in reaching the Goods or Merchandise or
Services to the End User or Ultimate Consumer.
It is expected that by 2016 modern retail industry in India will be worth US$ 175-
200 billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A
further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion
by 2010 from the current size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the consumer
buying behaviour and the whole format of shopping also altering. Industry of retail in
India which has become modern can be seen from the fact that there are multi- stored
malls, huge shopping centers, and sprawling complexes which offer food, shopping, and
entertainment all under the same roof.
Indian retail industry is expanding itself most aggressively; as a result a great demand for
real estate is being created. Indian retailers preferred means of expansion is to expand to
other regions and to increase the number of their outlets in a city. It is expected that by
2010, India may have 600 new shopping centres.
In the Indian retailing industry, food is the most dominating sector and is growing
at a rate of 9% annually. The branded food industry is trying to enter the India retail
industry and convert Indian consumers to branded food. Since at present 60% of the
Indian grocery basket consists of non- branded items.
Indian retail industry is progressing well and for this to continue retailers as well
as the Indian government will have to make a combined effort. Indian retailing industry
has seen phenomenal growth in the last five years . Organized retailing has finally
emerged from the shadows of unorganized retailing and is contributing significantly to
the growth of Indian retail sector. The “India Retail Sector Analysis report helps clients to
analyze the opportunities and factors critical to the success of retail industry in India.
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Indian retail industry is going through a transition phase. Most of the retailing in
our country is still in the unorganized sector. The spread out of the retails in US and India
shows a wide gap between the two countries. Though retailing in India is undergoing an
exponential growth, the road ahead is full of challenges.
2.1.2 KEY CHALLENGES:
LOCATION:
"Right Place, Right choice" Location is the most important ingredient for any
business that relies on customers, and is typically the prime consideration in a
customers store choice. Locations decisions are harder to change because retailers
have to either make sustainable investments to buy and develop real estate or
commit to long term lease with developers. When formulating decision about
where to locate, the retailer must refer to the strategic plan:
MERCHANDISE:
The primary goal of the most retailers is to sell the right kind of merchandise and
nothing is more central to the strategic thrust of the retailing firm. Merchandising
consists of activities involved in acquiring particular goods and services and
making them available at a place, time and quantity that enable the retailer to
reach its goals. Merchandising is perhaps, the most important function for any
retail organization, as it decides what finally goes on shelf of the store.
PRICING:
Pricing is a crucial strategic variable due to its direct relationship with a firm's
goal and its interaction with other retailing elements. The importance of pricing
decisions is growing because today's customers are looking for good value when
they buy merchandise and services. Price is the easiest and quickest variable to
change
TARGET AUDIENCE:
"Consumer the prime mover" "Consumer Pull", however, seems to be the most important
driving factor behind the sustenance of the industry. The purchasing power of the
customers has increased to a great extent, with the influencing the retail industry to a
great extent, a variety of other factors also seem to fuel the retailing boom
2.1.3 SCALE OF OPERATIONS:
Scale of operations includes all the supply chain activities, which are carried out in the
business. It is one of the challenges that the Indian retailers are facing. The cost of
business operations is very high in India.
Super markets
Discount stores
Hyper markets
Shopping markets
Convenient stores
Malls:
The largest form of organized retailing today Located mainly in metro cities, in proximity
to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq. ft. and above. They lend an
ideal shopping experience with an amalgamation of product, service and entertainment,
all under a common roof. Examples include Shoppers Stop, India bulls mega Mart,
Pantaloon, Wall mart etc.
Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on
specific market segments and have established themselves strongly in their sectors.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ non perishable
goods
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Further classified into localized departments such as clothing, toys, home, groceries etc.
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Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started
in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and
even has its own in store brand for clothes called Stop!.
Marts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30%
of all food & grocery organized retail sales. Super Markets can further be classified in to
mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging
from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal
sales.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for
extended periods during the day, seven days a week. Prices are slightly higher due to the
convenience premix
2.1.6 TRADITIONAL RETAIL SCENE IN INDIA
India is the country having the most unorganized retail market. Traditionally the retail
business is run by Mom & Pop having Shop in the front & house at the back. More than
99% retailers function in less than 500Sq.Ft of area. All the merchandise was purchased
as per the test & vim and fancies of the proprietor also the pricing was done on ad hock
basis or by seeing at the face of customer. Generally the accounts of trading & home are
not maintained separately. Profits were accumulated in slow moving & non-moving
stocks which were to become redundant or consumed in-house. Thus profits were
vanished without their knowledge. The Manufactures were to distribute goods through C
the commodities were on the scene including livestock. Bargaining was the unwritten law
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of market. Educational qualification level of these retailers was always low. Hence
market was controlled by handful of distributors &/or Wholesalers. Virtually there was
only one format of retailing & that was mass retail. Retailer to consumer ratio was very
low, for all the categories without exception. Varity in terms of quality, Styles were on
regional basis, community based & truly very low range was available at any given single
place. Almost all the purchases / (buying) by mass population was need oriented & next
turn may be on festivals, Marriages, Birthdays & some specific occasions.
Impulsive buying or consumption is restricted to food or vegetables etc. Having extra pair
of trousers or Shirts or Casuals & Formals & leisure wear & sports wear & different pair
of shoes for occasions is till date is a luxury for majority population except for those
living in Metros. Purchasing power of India urban consumer is very low and that of
Branded merchandise in categories like Apparels, Cosmetics, Shoes, Watches, Beverages,
Food, Jewellery, are slowly seeping into the lifeline of Indian City folks. However
electronic & electrical home appliances do hold appropriate image into the minds of
consumers. Brand name does matter in these white goods categories. In the coming times
also majority of organized retailers will find it difficult to keep balance with rest of the
unbranded retail market which is very huge.
Retailing consists of those business activities involved in the sale of goods and
services to consumers for their personal, family, or household use. Retailing comprises of
four elements customer orientation, coordinated effort, value-driven, and goal orientation.
2.1.7 Drivers of change in retailing
Focus on productivity
Added experimentation
Value driven approach- the retailer offers good value to the consumer with
merchandise having the price and quality appropriate for the target market.
Coordinated efforts- Every activity of the firm is aligned to the goal and is designed
to maximize its efficiency and deliver value to the consumer
2.1.9 Organized Retail is evolving with changing customer aspirations
Organized retailing in most economies has typically passed through four distinct phases
in its evolution cycle. In the first phase, new entrants create awareness of modern formats
and rise consumer expectations. In the second phase consumers demand modern formats
as the markets develop – thereby leading to strong growth. As with the life cycle in any
industry, the high rate of growth would lead to a stage where the market would reach
maturity and all the players would strengthen their positions. This will be followed by the
final phase where the market would reach saturation, the growth would be limited and for
sustainable growth, retailers would explore new markets as well as evaluate inorganic
opportunities.
2.1.10 Growth Factors in Indian Organized Retail sector:
The growth factors in India organized sector are various but it is mainly due to the fact
that India's economy is booming. Also, the rise in the working population which is
young, pay- packets which are hefty, more nuclear families in urban areas, rise in the
number of women working, more disposable income and customer aspiration, western
influences and growth in expenditure for luxury items. All these are the factors for the
growth in Indian organized retail sector.
In fact, India retail industry is the fastest growing industry in India and it accounts
for 10% of the country's GDP. In 2006, the retail industry in India amounted to US$ 200
billion and out of this; the organized retail sector in India amounted to US$ 6.4 billion. By
2010, the Indian organized retail sector is expected to rise to US$ 23 billion. In 2003, the
India organized retailing sector accounted for more than 4.5 million sq. ft of space
absorption by malls.
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Many Indian companies have entered the retail industry in India and this is also a
factor in the growth of Indian organized retail sector. Reliance Industries Limited is
planning to invest US$ 6 billion in the organized retail sector in I India by opening 1500
supermarkets and 1000 hypermarkets. Bharti Telecoms is planning a joint venture worth
750 million with Tesco a global retail giant. Pantaloons are planning to invest US$ 1
billion in order to increase its retail space to 30 million square feet. Such huge
investment
is also a factor in the growth of the organized retail sector in India.
Global retail giants are also entering the retail industry in India and this is also one
of the factors in the growth of the organized retail sector in India. The global retail
giants
who are entering the organized retail sector in India are:
Wall- Mart
Tesco
Carrefour SA
Metro AG
The factors for growth in Indian organized retail sector are many and that’s the reason
behind its massive growth. But for this to continue both the Indian retailers and the
government will have to work together
2.1.11 Retail market size &share in 2006
2006
Food, Beverages and Tobacco 195 65%
Personal Care 15 5%
Apparel 21 7%
Footwear 5 2%
Furnishings 4 1%
Furniture 9 3%
Services
Recreation 2 0.6%
Others 12 4%
300 100%
100%
2.1.12 RETAIL MARKET COMPARISION 3%
20% 20%
80% 40% 36% 30%
55%
60% 85% 81%
40%
20%
0%
Increase in per capita income which in turn increases the household consumption
Even food retailing has became an important retail business in the national
arena, with large format retail stores, establishing stores all over India. With the entry of
packaged foods like MTR, ITC Ashirbad, fast foods chains like McDonald's, KFC,
beverage parlours’ like Nescafe, Tata Tea, Café Coffee and Barista, the Indian food
habits has been altered. These stores have earned the reputation of being 'super saver
locations'.
India will be a unique business arena in whole of the global economy, for the social
and economic parameters would overrule the big bang of the vivid competition.
Previously mastered by the unorganized retail sector, India opened up late as an economy
in 1990 until then the idea of retail formats were spread by the government.
2.1.15. Employment Generation by India Organized Retail Sector
Lots of employment generation by Indian Organized Retail Sector in the near future.
India is going through a radical economic change. Though it is very infant stage, people
can feel the climate is changing. The unorganized retailers takes the lion's share in the
Indian retail sector, but the organized retailers are growing at a good pace, and promises
an increase of proportion of 9 - 10% by 2010. This is to be the largest sector after the
agricultural sector.
The increase in the number of consumers twinned with the introduction of organized
sector has brought numerous corporate investments in retail sector. The entry of super
markets, enormous departmental stores, and shopping malls has encouraged the retailers
to look at new business plans of expansion.
An economic growth on a monumental scale is offered by the Indian retail sector,
equally in the national and international market which in turn will generate a huge source
of employment and a variety of options for the consumers. The Ernst & Young's report
'The Great Indian Retail Story', anticipates that the Indian retail sector would come up
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with 2 million employment opportunities within the year 2010.
Along with the employment boom there would be a vast development in the
expertise of the human resource
There would remain future scope for improvements in agriculture, small, and
medium scaled with the help of the Indian retail sector
The present employment in the retail business is nearly 4 crores and around 20
crores depend on this sector. There is a scope of better exposure to the international
standards with the entry of transnational companies, which in turn is encouraging more &
more retail management programs to open up and help bridging the gap of supply &
demand of talented professionals for management.
2.1.17 Scope of the Indian Retail Market :
The scope of the Indian retail market is immense for this sector is poised for the
highest growth in the next 5 years. The Indian retail industry contributes 10% of the
country’s GDP and its current growth rate is 8.5%. In the Indian retail market the
scope for growth can be seen from the fact that it is expected to rise to US$ 608.9
billion in 2009 from US$ 394 billion in 2005.
The organized retailing sector in India is only 3% and is expected to rise to 25- 30%
by the year 2010. There are under construction at present around 325 departmental stores,
300 new malls, and 1500 supermarkets. This proves that there is a tremendous scope for
growth in the Indian retail market.
The scope of the Indian retail market has been seen by many retail giants and
that’s the reason that many new players are entering the India retail industry
2.1.18 The major Indian retailers are:
Shoppers Stop
Judging the scope for growth in the Indian retail industry many global retail giants
are also entering the Indian retail market. They are :
Tesco
Metro AG
Wall- Mart
The scope for growth in the Indian retail market is seen mainly in the following cities:
Mumbai
Delhi
Pune
Bangalore
Hyderabad
Kolkata
Chennai
The scope of the Indian retail market is very vast. And for it to reach its full
potential the government and the Indian retailers will have to make a determined
effort
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2.1.19 Functions of retailing:
Retailers also offer the service of holding stock for the manufacturers. Retailers
maintain an inventory that allows for instant availability of the products to the consumers.
It helps to keep prices stable and enables the manufacturer to regulate production.
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Consumers can keep a small stock of products at home as they know that this can be
replenished by their retailer and can save on inventory carrying costs.
2. Breaking quantity
3. Holding stock
4. Extending services
Arranging assortment
Providing
Services
H Breaking
bulk
Activities of
retailers
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Arranging assortment:
Breaking bulk:
Breaking bulk means physical repacking of the products by retailers in small unit
sizes according to customer’s convenience and stocking requirements. Normally, retailers
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receive large quantities of sacks and cases of merchandise from suppliers to reduce their
transportation costs. In order to meet their customers’ requirements retailers have to break
or arrange the bulk into convenient units. This entire function of the retailers adds value
to the offerings not only for the end customers but also for the suppliers in the value
chain. Even in the earlier days of generic and commodity-based trading most of the
retailers used to perform this important function in the value chain. This function receives
negligible attention from the retailers now due to the introduction of new product
categories, such as FMCG and ready to wear apparel.
Holding stock:
To ensure the regular availability of the offering retailers maintain appropriate
levels of inventory. Consumers normally depend on the retailers directly to replenish their
stocks at home. Therefore, retailers, on periodic basis, maintain the required level of
stocks to meet the regular or seasonal fluctuations in the demand. Retailers need to
maintain equilibrium between the range and variety carried and sales which it gives rise
to. Retailers have to face the negative consequences of holding unwanted level of stock
for the instance too little stock will hamper the sales value, where as too much stock will
increase the retailers cost of operation. Generally, in small town of India most retailers
have arrangements with the nearby ware house to stock the goods. Some are so small that
they have to stock only on the shop floor. Retailers in the organizer sector to a certain
extent are using effective software packages for maintaining adequate level of inventory.
At the same time, retailers avail of just in tine deliveries with the help of efficient
consumer response systems, which reduces the burden of maintaining high level of
stocks.
Extending Services:
Big Bazaar:
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Mysore Big Bazaar Super centre was opened on 26 September 2008. It is the 96th Big
th
Bazaar of Pantaloon Retail [India] Ltd (Now, it has renamed as “Future Value Retail
Limited”). It has around 250 employees with an occupied space of 82,055 sq.ft and
catering to the needs of 13, 00,000 Mysoreans.
At Big Bazaar Super centre, Mysoreans can definitely get the best product at
better price. It sells variety of merchandise at affordable rates; the prices which it claims
are lowest in the city. Usually, the items are clubbed together for offers to customers and
it also offers weekend as well as monthly discounts.
At Big Bazaar Super centre one can a find variety of Departments as shown below.
FOOD BAZAAR
GENERAL MERCHANDISE
DEPOT
HOME BAZAAR
NAVARAS
OPERATOIONAL DEPARTMENT
SUPPORTING DEPARTMENTS
Big Bazaar, a part of the future Group, is a hypermarket offering a huge array of
goods of good quality for all at affordable prices. Big Bazaar with over 140 outlets in a
different part of India is present in both the metro cities as well as in the small towns.
Big Bazaar has no doubt made a big name in the retail industry of India, moreover
shopping here is further made a memorable experience with the varied rates of discounts
on products as well as discount vouchers available in a variety of amounts, like INR
2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and
accessories.
2.2.1 Objectives of the company:
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Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner
Group Mission
We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption
space leading to economic development.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
Core Values
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
Adaptability: to be flexible and adaptable, to meet challenges.
Future group (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 7 millions square feet of
retail space, has over 1000 stores across 53 cities in India and employs over 25,000
people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar
a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain, blends the look,
touch and feel of Indian bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls. Some of its other formats
include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10,
bazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com.
Big Bazaar is not just another hypermarket. It caters to every need of your family. Where
Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.
At Big Bazaar, you will definitely get the best products at the best prices - that’s what
they guarantee. With the ever increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including
Home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that
will surprise you. And this is just the beginning. Big Bazaar plans to add much more to
complete your shopping experience.
Big Bazaar is a chain of hyper markets India, currently with more than
100 stores. It is owned by the Future retail India ltd, Future Group. It follows the business
model as Wal-Mart and has considerable success in many Indian cities and small towns.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group.
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Currently Big Bazaar stores are located only in India. Moreover the customer friendly
ambiance and the organized retailing of products also make Big Bazaar one of the
successful retail companies in India.
T
hrough their strategic investment and
services, the future of Future Group shows a
rising star in the business sky of India.
Future group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
group’s flagship company, Future Group (India) Limited operates over 7 million square
feet of retail space, has over 1000 stores of its leading retail formats include, Pantaloon,
Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot, future Money and online
retail format, futurebazaar.com.
Future group includes, Future Capital Holding, Future Generally India Indus league
clothing and Galaxy Entertainment that manages sports Bar, Brew Bar and Bowling Co
The group’s joint venture partners include Italian insurance major, generally. French
retailer ETAM group. Us-based stationery products retailers, Staples Inc. and UK-based
Lee Cooper and INDIA-based Talwalkars, Blue Foods and Liberty Shoes.
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Future Group’s vision is to, “deliver Everything, Everywhere, Every time to every Indian
consumer in the most profitable manner.” The group considers” as a core value and its
corporate credo is- Rewrite rules, Retain values.
Future Group’s joint venture partners include, US-based stationery products retailer,
Staples and Middle East-based Axiom Communications.
The group’s flagship company, future Retail was awarded the International Retailer of the
Year 2007, by the US-based National Retail Federation, the largest retail trade association
and the Emerging Market Retailer of the Year 2007 at the World Retail Congress in
Barcelona.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indian’s.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.
2.2.5 FUTURE RETAIL:
The retails businesses of Future Group in India are divided into three main categories:
2.2.5.1 Future Value Retail India Limited:
The leading retail formats under this include:
Big Bazaar
Central
Food Bazaar
Home Town
E Zone
Depot
At Big Bazaar, you will definitely get the best products at the best prices - that’s
what we guarantee. With the ever increasing array of private labels, it has opened the
doors into the world of fashion and general merchandise including home furnishings,
utensils, crockery, cutlery, sports goods and much more at prices that will surprise you.
And this is just the beginning. Big Bazaar plans to add much more to complete your
shopping experience
Future value Retail (India) Limited is India’s leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 7 million
square feet of retail space, has over 1000 stores across 51 cities in India and employs
over 25,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets,
Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.
Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, all, Top 10, bazaar and Star and Sitars. The company also operates an
online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home
Town, a large-format home solutions store, Collection i, selling home furniture
products and E-Zone focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year
2007 by the US-based National Retail Federation (NRF) and the Emerging Market
Retailer of the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon
Retail is the flagship company of Future Group, a business group catering to the entire
Indian consumption space.
Future Group is one of the country’s leading business groups present in retail,
asset management, consumer finance, insurance, retail media, retail spaces and
logistics. The group’s flagship company, Pantaloon Retail (India) Limited operates
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over 7 million square feet of retail space, has over 1000 stores across 53 cities in India
and employs over 25,000 people. Some of its leading retail formats include,
Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, ozone, Depot, Future
Money and online retail format, futurebazaar.com.
The group is a joint venture partner in Capital and Retail India, along with Singapore-
based Capital and Limited. The company provides retail management services to retail
properties owned or managed by various group companies and investment funds.
Foot mart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of
footwear products in India.
The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports,
lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of
brands like Marks & Spencer, Guess, Debenhams and Puma in India.
Future General India Life Insurance Company Limited (FGILICL) was incorporated on
October 30, 2006 to establish and conduct the business of life insurance in India, which
comprises of whole life insurance, endowment insurance, double benefit and multiple
benefits insurance etc. . . .
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Staples, a Fortune 500 company is the world’s largest office products company and is
committed to making it easy for customers to buy a wide range of office products,
including supplies, technology, furniture, and business services. With over 2000 stores
across the globe and $27 billion in sales, Staples serves businesses of all sizes and
consumers in 27 countries. A staple invented the office superstore concept in 1986 and is
head quartered, outside, Boston. Staples Future Office Products Pvt. Ltd. was formed in
May ’07 with an aim to make it easy for Indian customers to run their offices by
providing over 7000 products covering the entire gamut of technology, stationery,
furniture.
Blue Foods Private Limited specializes in niche multi cuisine restaurants across the
country. The company operates popular restaurants and food courts Cream Centre,
Bombay Blues, Copper Chimney, Spaghetti Kitchen, Noodle Bar, Gelato and The Spoon.
Talwalkars Better Value Pvt Limited
Axiom Telecom is the largest and leading, authorized distributor and retailer for
international brands such as Nokia, Sony Ericsson, Samsung, Motorola, Thuraya and i-
mate in Middle East and Europe.
With a network of more than 3,500 sales outlets in 40 countries and regions, the Etam
Group is an international player in the women's fashion market with a turnover of Euro
960.2 Million in 2006.
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Liberty Shoes Limited is the only Indian company that is among the top 5 manufacturers
of leather footwear in the world with a turnover exceeding US$100 Million.
. Lee cooper
Founded in 1908, Lee Cooper is the oldest jeans company in Europe having a large
and enviable collection for men and
2.2.7 Major Milestones
1987- Company incorporated as Manz Wear Private Limited. Launch of
Pantaloons trouser, India’s first formal trouser brand.
1991- Launch of BARE, the Indian jeans brand.
1992 -Initial public offer (IPO) was made in the month of May.
1994 -The Pantaloon Shoppe – exclusive menswear store in franchisee format
launched across the nation. The company starts the distribution of branded garments
through multi-brand retail outlets across the nation.
2001-Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket
chain launched.
2002-Food Bazaar, the supermarket chain is launched
2004-Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ India’s first seamless
mall is launched in Bangalore.
2006-Future Capital Holdings, the company’s financial arm launches real estate
funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance
and consumer credit.
Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone,
Depot and futurebazaar.com are launched across the nation. Group enters into joint
venture agreements with ETAM Group and Generali.
6. Bowls
Crockery: f) Luggage
1) Crockery cutlery 1)Travel bags
2) Table Materials 2) Trolleys
/Napkins
3) Dinner sets 3) School & College Bags
4) Wine, Juice Glasses 4) Ladies purse & bags
5) Suitcase
g) Ladies apparels h) Men’s apparels
1) Sarees 1)Formal Shirts & Pants
2) Dress Materials 2) Casual Shirts & Pants
3) Under garments 3) Party Wears
4) Nightwear 4) Fabrics [cut pieces]
5) Western wear’s 5)Other Accessories
6)Suits & Blazers
7) Ties
8) Jeans Pants
9)Belts, Handkerchiefs
10)Ethnic wears
Board of Directors
Managing Director
Head Head Head Head –
Retail Risk
Business Projects Operations Manage
ment
Head Chief-Finance Head- Head
Marketin human information
& Company
g resources technology
Dept
manager
Asst dept,
manager
Store manager
Asst store manager
Human
resource
manager
Info
Sal
es
ma
nag
Customer Visual
merchandising
service dept
Team
leader Asst Dm
Team member
Secur
ity
Administratio n
Maintenanc
e
er
Cashi
ers
Marketing
House keeping
2.5 Competitor:
Big Bazaar faces competition from other retailers of similar products and
services. These include stand alone stores in the organized and unorganized sector, as
well as other chains of stores including department stores. Big Bazaar focus on
offering customers a vast variety of products and services catering to their diverse
requirements and needs. It is because of this and the service and ambience that Big
Bazaar offer, that Big Bazaar believes Big Bazaar have been able to create a
differentiation in the mind of the customer vis-à-vis our competitors where similar
products and brands are available.
2.5.1 Competitors for Big Bazaar:
1. Food World
2. Reliance Fresh
3. More
4. Other stores
Shopping in the Big Bazaar is a great experience as one can find almost
everything under the same roof. It has different features which caters all the needs of
the shoppers. Some of the significant features of Big Bazaar are:
The Food Bazaar or the grocery store with the department selling fruits and
vegetables.
Electronics Bazaar or the section concerned with electronic goods and cellular
phones.
FutureBazaar.com or the online shopping portal which makes shopping easier as
one can shop many products of Big Bazaar at the same price from home.
Well regulated customer care Telecalling services.
Will provide better offers on all its products in the entire year.
Big Bazaar is not just another hypermarket. It caters to every need of your
family. Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers.
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At Big Bazaar, you will definitely get the best products at the best prices - that’s
what we guarantee. With the ever increasing array of private labels, it has opened the
doors into the world of fashion and general merchandise including home furnishings,
utensils, crockery, cutlery, sports goods and much more at prices that will surprise you.
Strengths: -
Increase sales with the help of healthy competition between different department
Weakness:-
General perception.
Opportunities:-
Threats:-
Stiff Competition
Government policies.
Foreign direct investment cause more problems in future because of that many
mergers and acquisition are happening in Indian retail sector
REVIEW OF LITERATURE
Merchandise mix and the store envirnoment present in any retail store greatly
influences the customer satisfaction level and the customer perception towards that store.
Merchandising is one of the hot issue in todays retail competition world which is very
important for all the retail store to follow that.
This study was done to know that, do customers are really satisfied with the
merchandising Mix present in the Big bazaar and also to find out how the store
envirnoment influences the shopping behaviour of the customer and to know which
section in the Big bazaar have good merchandising mix and to know how the store
environment can be improved.
Role of analysis:
1). The merchandising mix i.e. product variety , assortment and units are neutrally
satisfied the customer .
2). Customer does not finding all the brands that they expected in the Big bazaar
especially in the apparel section.
3). Customer are more satisfied with the merchandising present in the food bazaar and
house hold utensils.
4). Customers shop more in food bazaar than any other section.
5). The store envirnoment like fixtures, fitting rooms , rest rooms , customer movement
have to improved to increase the customer satisfaction level.
6). The customer are dissatisfied with the external environment like parking areas.
7). The customers are more satisfied with internal environment than the external
environment.
3.1. MERCHANDISING:
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The primary function of retailing is to sell merchandise. One of the most aspects of
the retail business is to decide the merchandise mix and quantity to be purchased.
Merchandise management is the process by which a retailer attempts to offer the right
quantity of the right product at the right place and time while meeting the retail firm’s
financial goals. Merchandise management is the analysis, planning, procurement,
handling and control of the merchandise management. Merchandise analysis expects
retailer’s to identify the target segment prior to determining their needs in order to buy the
required merchandise.
Merchandising mix
1. Unit value
5. Technical complexity
7. Frequency of purchase
8. Rapidity of consumption
Store front
Visibility
Marquee
Uniqueness
Entrances
Surrounding stores
Display windows
Surrounding area
Height of building
Parking facilities
Size of building
Four key aspects of exterior atmospherics retail store entrance, display windows,
marquee or signboard, and parking facilities – are discussed below.
3.2.2 Interior Atmosphere:
Interior atmospherics refers to all aspects of the physical environment found inside
the store. Interior atmospherics affects sales, time spent in the store, and approach/
avoidance behaviour of the target segment. Point-of-purchase interaction and retail unit.
Some key ingredients of interior atmospherics are flooring, music, interior store design,
level of cleanliness, etc. The layout and design of a retail centre and store (e.g., traffic
flow, allocation of floor space, layout of merchandise, passages, aisle, traffic patterns,
etc.) have been found to affect unplanned purchases and perceptions of price value.
A store’s physical environments have an influence on shopping behaviour of
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customers through mediating emotional states. The retail unit environment contains
various stimuli that might be perceived by the customer’s senses and each stimulus offer
many options with regard to shopping behaviour. For example, store music varies by
volume, tempo, pitch and texture, and by the specific songs played. In addition, various
individual stimuli can be combined to create a unique atmosphere.
Interior Store Design Conventional retailers design their stores in ways that produce
specific emotional effects on shoppers, which in turn influence their shopping behaviour
in favour of the retail store. Gosh (1994,) defines retail atmosphere as the psychological
effect of feeling created by a store’s design and its physical surroundings. Furthermore,
retail store image is one of the most powerful components of retail positioning strategy
and one of the most powerful tools in attracting, influencing, and satisfying consumers. A
retailer or manager is expected to design or redesign a store, with an objective of
influencing customer’s preferences, buying decisions, and shopping behaviours.
Retail store design covers store layout and space planning details issues. It is a
well-known fact that store layout decisions certainly determine the issue of the amount of
time that customers spend for shopping.
Interior design of stores is evolved by an intelligent combination of the following
factors:
Flooring
Colours
Lighting
Scents, sounds
Fixtures
Wall textures
Temperature
Width of aisles
Dressing facilities
Vertical transportation
Dead areas
Personnel
Self – service
Merchandise
Technology/modernization
Cleanliness
3.2.3 Store Layout:
Store layout refers to the interior retail store rearrangement of departments or
groupings of merchandise. It is important of entailers to evolve a customer-friendly
layout. This involves paying adequate attention to factors such as expected movement of
the customers visiting the store and space allotted to customers to shop, and making
adequate provision for merchandise display. These concerns are important as they
contribute to the capital cost of the retail firm and also the overall image of the store.
Customer-friendly store layout is likely to motivate the shoppers to move around
the store and shop more than what they had planned for. In India, many of the
independent retailers have no or limited provision for customer movement within a store.
Merchandise is displayed on the shelves and some beyond the vision of the customers.
These are provided to them across the counter on request. For some of the smaller
stores, at times, counters are placed at the store entrance. This is very common practice
with kirana stores, garment stores, and medical stores. An example of such a store is
Subhiksha. It reduces operational cost, wastage of space, and theft. This is in consonance
with their strategy of providing merchandise at low prices to their customers.
On the contrary, many organized retail firms provide sufficient space within the
store for customers and create a layout to facilitate a specific pattern of traffic movement.
In most of the stores customers expect comfortable space for movement and selection of
goods they wish to buy or evaluate. Store layout depends on the kind of merchandise
display planned by the retail management within the store.
The placement of racks and shelves within the store determines the natures of
space left for the customers to enjoy and organize their shopping. Too many racks and
Shelves in the store placed in a disorganized manner confuses the customer, makes it
difficult for him to locate a particular merchandise, and hinders the movement of sales
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people and customers.
Ambient and social elements in the store environment are more likely to affect
consumers to make inferences about merchandise and service quality. The ambient
factors of a store refer to the background character of the environment that tends to
influence consumers at a subconscious level; this includes elements such as temperature,
lighting, music etc. Ambient conditions are especially noticeable to consumers.
Undesirable ambient conditions can cause dissatisfaction if the attention of the consumer
is heightened.
The store design factor such as functional elements that include layout,
merchandise display, architecture, materials and colours can contribute to customers
purchase decision. The social factor also plays an important role where ''service manners
of sales people'' as well as ''number of people in the store'' are considered important.
The services are intangibles, therefore their quality is difficult to be evaluated by
the client and building a strong brand image is a challenging task. The services are
distributed using diverse channels such as: company retail stores, dealers, franchise.
The service Companies are interested in the environment of the location, not only
to increase sells but also in order to boost the image of the company. The excitement that
a retail store induces to a client can modify the perception of the brand. The client values
more a brand that distributes its services in a luxury, high-tech retail environment than a
discount store. In this paper we intended to investigate the techniques that a service
company is using to enhance the brand image in retail Location. For this purpose, the
various aspects of the retail store design and environment were analyzed in connection
with the customer-based brand Equity model. This original association will offer the
services companies’ new Perspectives on how to leverage brand image.
The design and environment of the retail store represent the aggregate elements
which determine the style of the material framework of the location and create a special
atmosphere for the client. The creation of a favourable environment is an art which
requires considerable financial and time efforts. Once created, the general atmosphere is
not easily modified.
To the service companies, the physical atmosphere and the manner in which
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operations are done by the front office staff play an important role in the creation of a
specific institutional image and in the creation of the experience the Client is going to
live.
Thus the Companies make efforts to stimulate this quality with the purpose of
acquiring a strong brand image. Consequently, the environment of the retail store
modifies the perception on the quality of the distributed services. The client attributes a
superior quality to products which are marketed in an opulent, luxurious location, as
opposed to those marketed in an environment which suggests a discount atmosphere
.Marketing specialists have looked.
To establish, to evidence the connection between services environment and clients’
behaviour. A known model is the one developed by Mary Jo Bitter, regarding services
environment, the “services cape” model. It describes the general atmosphere, space
organization and the functionality of signs and symbols.
As individuals tend to perceive these Dimensions in a global perspective, the key to
effective scenery stands in making these dimensions suitable and interconnecting them,
Following the contact to the general scenery, a series of internal reactions result
➢ Architectural
style; ➢ Parking;
➢ Label.
Interior design:
➢ Aspect of walls, Ceiling and
floor; ➢ Illumination of the store,
➢ Sound
background, ➢ Locativ
e elements,
➢ Interior temperature. Space organization and functionality,
Location;
Equipments;
Indications;
Signalling;
Decorations.
Cognitive:
Beliefs;
Classifications;
Symbols.
Emotional:
Feelings;
Attitudes.
Psychological:
Suffering;
Comfort;
Well-being.
Closeness:
Affiliation;
Exploring;
Satisfaction.
The elements of the general atmosphere are implemented by companies with the
immediate purpose of creating a pleasant atmosphere and of boosting Sales, and aim, in a
smaller extent, ambitious objectives such as the correlation with the dominant values of
the brand. However, if they are properly used, the elements of the general Environment
can contribute to the leverage of brand image. Building a brand image is a difficult,
complex, sensitive process. For our study we will use the customer- based brand equity
model. The CBBE model approaches brand value from a customers’ angle.
The basic assumption of this model is the fact that brand power is based on what
customers have learnt, felt, seen and heard about a brand, following their experience with
brand.
Respective brand along the time In other words, brand power lies in the
consumers’ mind Keller defines the customer-based brand assessment as the
differentiated effect label knowledge has on consumer’s response regarding the marketing
activities of the respective Company. Building a successful brand from the angle of the
CBBE model is accomplished in a series of four stages, the passing from one stage to
another occurring when the objectives.
3.2.4 Previously had in view have been reached the four stages are :
Turning this answer into an intense, active, loyal reaction between customer
and brand (brand connection).
The CBBE model may be represented under the form of a pyramid; the left side
represents a more rational way as regards brand building, while the left side represents a
Resonance
(Loyalty, Commitment, community)
Reasoning
(Consideration, quality, Credibility, superiority)
Feelings
(Love, fun, security, Social acceptance)
Performance
(Basic characteristics, Reliability, service efficiency, Design, price)
Imagery
(User profile, personality and values, purchasing experience)
Brand recognition
(Associations, classifications, identifications)
3.2.5 Impact of exterior design Elements:
This category includes exterior Design elements, interior design elements and the
decoration of the retail store category of exterior design elements there is the architectural
style of the building, the size of the building, the exterior colour, the material of the
exterior walls and other signs, the façade of the store, the parking lot, the space in front of
the store.
3.2.6 Architectural style and exterior:
The location of marketing a service must find a place on the more and more
crowded streets of the great cities or within commercial galleries in supermarkets.
Consequently, in both Cases the predominant pattern is that of renovated buildings, with
modern glass facades having a double purpose: to create the impression of modern and, at
the same time, to contribute to the increase in services tangibility, through the view of the
way in which operations proceed inside. The possibilities of personalization are limited in
this field by the existing urbanism regulations.
The imposing presence of the services company’s logo and its name can be
present or not. If possible, the activity can occur at the ground floor of a historic building,
having an architectural style specific for a certain period, which confers an extra charm.
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From the point of view of the CBBE model, the architectural style and the exterior
aspect contribute to the formation and strengthening of the feelings towards a specific
brand: it deals with social approval which consumers receive following their presence in a
recently opened store or in a fashionable restaurant. Moreover, the brand also obtains a
positive answer from the part of rational arguments, in the sense that a modern location
can induce the appearance of quality and credibility. Furthermore, a remarkable logo can
contribute to brand recognition, as it helps customers to remember it every time they pass
by the respective retail store.
Which may generate loyalty, especially from the young? As services are
intangible, a good Way of making them tangible is through design and interior
atmosphere. From this point of view, customers look for brand meanings at the level of
performances, materialized through the interior style and design. Associated to certain
scenery, music may have a powerful effect on perceptions and behaviours. .
3.2.9 ROLE OF STORE ENVIRONMENT IN RETAIL STRATEGY:
Generates excitement
Methodology
4.1. TYPE OF RESEARCH:
Descriptive method has been used in this research for the collection of data .As
the research is related to the study of consumer behaviour, which can more effectively be
studied through direct question, experimental research will not be much effective. Also,
considering the constraint, descriptive research is the most suitable design for this
research.
4.1.1. Qualitative research
Qualitative research allows you to explore perceptions, attitudes and motivations
and to understand how they are formed. It provides depth of information which can be
used in its own right or to determine what attributes will subsequently be measured in
quantitative studies. Verbatim quotes are used in reports to illustrate points and this brings
the subject to life for the reader. However, it relies heavily on the skills of the moderator,
is inevitably subjective and samples are small. Techniques include group
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discussions/workshop sessions, paired interviews, individual in-depth interviews and
mystery shopping (where the researcher plays the role of a potential student, etc in order
to replicate the overall experience).
Collection of information.
Analysis of information.
Observation:
Sampling:
Sample Design:
SAMPLING TECHNIQUE:
The sampling technique used in the study includes both simple random sampling as well
as judgment sampling.
Respondent Size: 100
Tool for data collection: Structured questionnaire
Geographical area: around big bazaar, & those who are enter the store.
4.4. Data collection instrument
The primary data collection instrument for the survey is self administrated and
structured questionnaire which consists of preference and scaling questions. This method
of data collection is quite popular, particularly in case of big enquires. The questionnaire
consists of close-ended and open ended questionnaire.
The study includes questionnaire of 17 questions to determine the store
environment of the Big Bazaar and the merchandising in the Big Bazaar.
4.4.1. The modes of data collection:
Interviewing face-to-face
Interviewing by telephone
Remote self-completion e.g. postal, internet.
The amount
The complexity
But interviewing, particularly in the field, is also by far the most expensive.
When survey aims are being defined in detail, strengths and limitations of modes
must be kept in mind.
Response No of customer
Yes 72
No 28
Chart 1:
Response No of customer
Every week 16
Once in a month 26
Chart 2:
Inference:
From the above table we can analyze that the majority of the customer i.e. 34out of 100
customer visits store once in three week , followed by 26 customer once in a month. Thus
we can say that majority of customer visit big bazaar once in three week, may be during
weekends. We can conclude that the customer do not visit Big Bazaar for their petty daily
purchase, they are visit to other stores
Inference:
From the data collected we can determine that most of the customer visits the store by
perception that product are low price i.e. 42% and 26% for the product variety and 24%
for the location. From this we can say that Big Bazaar have expand their product
variety.and other 8% of the consumers are visit seeking the quality.
4. Do You feel that you find different variety of product’s in Big Bazaar
super centre?
Table: 4
Response No of customer
Yes 69
No 31
Chart 4:
5. Do you find the specific brand that you look in the Big Bazaar
super centre? Table: 5
Response No of customer
Yes 57
No 43
Chart 5:
Response No of customer
30-60 minutes 22
1-2 hrs 18
2-3 hrs 34
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Above 3 hrs 26
Chart 6:
Inference:
From the chart , we came to know that 34 customer’s out of 100 customer shop up to the
period of 2-3 hour’s and by 26 customer shop up to the duration of above 3 hrs , this
means Big Bazaar have more product to shop.
7. Which section do you visit first when you enter Big Bazaar
super centre? Table: 7
Response No of customer
Food bazaar 46
Apparels 16
Household utensils 28
Electronic section 10
Chart 7:
Inference:
Most of the customer who visits to the Big Bazaar, would like to visit to the food bazaar
first which means it shows customer preference towards food bazaar and followed by
House hold utensils.
8. In
which section do you spend more time while
shopping? Table: 8
Response No of customer
Food bazaar 42
Apparels 19
Household utensils 29
Electronic section 10
Chart 8
Inference:
From the above chart , we can analyze that the customer spend more time in food bazaar
than any other section , which shows that food bazaar has different variety of product that
can customer buy. Next customers prefer households, next prefer to apparels, and lastly
electronic section.
Response No of customer
Strongly disagree 06
Somewhat disagree 11
Neutral 31
Somewhat agree 47
Strongly agree 05
Chart 9:
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Inference:
From the above chart, we get to know that most of the customer is somewhat satisfied
with modern fixtures and equipment present inside the big bazaar.
10. This store has clean, attractive, and convenient public areas
(restrooms, fitting rooms).
Table: 10
Response No of customer
Strongly disagree 10
Somewhat disagree 14
Neutral 42
Somewhat agree 24
Strongly agree 10
Chart 10:
11. The store layout at this store makes it easy for customers to find
what they need Table: 11
Response No of customer
Strongly disagree 18
Somewhat disagree 36
Neutral 26
Somewhat agree 12
Strongly agree 08
Chart 11:
Chart-13
Response No of customer
Excellent 30
Good 18
Ok 42
Bad 10
Response No of customer
Excellent 42
Good 28
Ok 20
Bad 10
Chart-15
16. How satisfied are you with the background music played inside the
store when you are shopping?
Table: 16
Response No of customer
It must 25
Good , can be played 43
sometimes ok 22
it is not needed 10
Chart-16
Response No of customer
good for shopping 43
good environment inside big bazaar 39
Other 18
Chart-17
They have different variety of product in food bazaar and house hold utensils
But in apparels and in electronics section there are no variety of brands , which
means people expects more branded items in the store.
Majority of the customers expects to have food court and gaming section in the
Big bazaar, which can be leads to increase the shopping duration.
Most of the people who visits to the stores are of age group between 22-45 age
The main dissatisfaction for the customer is in the billing section, which makes
them to wait long.
The most of the customer who visits to the store are of lower middle class family.
The Big Bazaar has no good parking area and convenient public areas. Especially
4 –wheelers parking,
The most of the customers who visits stores are having income between 1.5-3 lakhs.
SUGGESTIONS
With the study done in big bazaar it was possible to determine the problem to weak
merchandising mix and store environment
In the ladies apparels increase the new trendy clothes and branded clothes
In the electronic section increase different type of product like mp3 players,
I-pods, new audio released CD’s, some good brands in mixer, iron box etc.
The sign boards to show restrooms and trail rooms should be visible good. and
customers wants more trail rooms,
The movement of customer should be clearly defined.
With these steps taken the customer satisfaction level can be improved.
CONCLUSIONS
Advantages:
Quality: Providing quality at low prices and having different types of products
for different income customers is another advantage.
Price: As noted the prices and offers in Big Bazaar have been one of the
main attractions and reasons for its popularity. The price ranges and the products
offered are very satisfying to the customers.
Location: The location of Big Bazaar has been mainly in the heart of the city or
in the out skirts giving a chance to both the City and the people living outside the
city to shop.
Advertisements: Big bazaar has endorsed very popular figure like M S Dhoni
and other famous personalities which has attracted a lot of customers. This has
resulted in increase of sale and the outdoor advertising techniques have also
helped Big Bazaar.
Middle class appeal: 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 strategy has helped in getting the
middle income groups getting attracted towards Big Bazaar.
Attractive sales: Big bazaar has been known for its great sale and great
offers. 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 has increased sales in a huge
way due to the sales and offers, thus this has been one of the main advantages of
Big Bazaar.
Disadvantages:
Store layout: The store layout and the assortment of goods is not the best at
Big Bazaar, as the quantity of goods sold is more the arrangement and assortment
of goods in the store is the greatest. Hence at times customers find it hard to find
what they require, this leads to dissatisfaction of customers.
Lower quality of goods: As Big bazaar aims more toward the middle
income group, the quality of goods is not of the highest quality, and this is
sometimes a disadvantage as some would prefer better quality to the price, making
customers to search for different places.
Does not appeal to the elite: As mentioned above, the main customers are
middle income and a few high income groups, The elite do not like to shop at Big
Bazaar as the quality of goods is lower and they would prefer a higher price and
get a better brand, this decreases sales from the elite class
Not acclaimed for very good service: Big Bazaar is not known for high
class service. The staff recruited is not very well trained and the billing queues
take a long time to move, this irritates customers which makes them visit the store
more seldom
The customer get all kind of products in the Big Bazaar, i.e. they are
following good merchandising mix, but in some section like apparels they
have to keep different brands in order to attract more customer.
Big Bazaar can attract more customers by increasing the product variety,
product assortment.
We conclude that Big Bazaar has attracting more number with their
product variety and they also improve the satisfaction level of the
customer.
To improve the store environment and product verity, good merchandising mix
inside the big bazaar, to attract the customer, its helps to increase the sales, to
improve the good relationship between the employee and consumer, to provide the
good service to the customer and in the apparels section to increase the branded
goods it’s also increase the sales.
BIBLIOGRAPHY
BOOKS:
1). PHILIP KOTLER, “The principles of marketing”, Tata Mc Grew-Hill Publishing
13Th Edition, 2008, page 441-page457
2). Willian.D.perreault, Jr. “Basic Marketing” E.J.erom.e.mccarthy, 15th Edition.
Pages-347, 351-354
3). A.SIVAKUMAR “Retail Marketing” Excel book’s publication, 1st Edition
Page 91- page105
4). C.R.KOTHARI, “Research Methodology” New age international publication, 2nd
revised edition, page-2-4, 31-32, 15-67, & 95-105
Web sites:
Google Search.
www.pantaloon.com
www.Futuregroup.com
Slide share.com
ANNUXERES
A STUDY ON STORE ENVIRONMENT AND MERCHANDISING AT BIGBAZAAR:
Dear respondent, I am Sukesha .H.K a student of H.R.INISTITUTE OF
HIGHER EDUCATION pursuing my 4th semester MBA. As a part of our academic
curriculum, I am taking major concurrent project on “Store Environment and
Merchandising Mix” I kindly request you to co-operate in my research work by
responding to the questionnaire provided to you. The information gathered will be strictly
confidential. We highly appreciate your cooperation in this regard.
1. Do you frequently shop at big bazaar?
A). Yes ( ) B). No ( )
2. How frequently do you shop at big bazaar?
6. Do you find the specific brand that; you look in the big bazaar?
A) Yes ( ) B). No ( )
A). strongly disagree ( ) B). Somewhat disagree ( ) C). Neutral ( ) D).somewhat agree ( )
E). strongly agree ( )
12. The store layout at this store makes it easy for customers to find what they need
A). strongly disagree ( ) B). Somewhat disagree ( ) C). Neutral ( ) D). Somewhat agree ( )
E). Strongly agree ( )
13. The store layout at this store makes it easy for customers to move around the store.
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A). strongly disagree ( ) B). Somewhat disagree ( ) C). Neutral ( ) D). Somewhat agree ( )
18. Your suggestion to the big bazaar for better improvement of store environment:
Annual Income:
1) Less than 150000 [ ] 2) 1.5 lakhs – 3 lakhs [ ] 3) 3 lakhs - 5 lakhs
4) More than 5 lakhs [ ] 5) none [ ]