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Merchandising Mix
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
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.
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 centre, 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 supercentre
OBJECTIVES 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:-
a.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.
b. 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
SAMPLE SIZE:
The numbers of samples you need are affected by the following factors:
• Project goals
SAMPLE SIZE
I have targeted 100people in the age group above 21 years for the purpose of the research.
The target population influences the sample size. The target population represents the
Delhi regions. . The people were from different professional backgrounds.
The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The
questionnaire method has come to the more widely used and economical means of data
collection. The common factor in all varieties of the questionnaire method is this reliance
on verbal responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the sample. It
was also important as researcher to respect the samples time and energy hence the
questionnaire was designed in such a way, that its administration would not exceed 4-5
minutes. These questionnaires were personally administered.
The firsthand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents were
contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 100
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of Farmers, Businessmen, and Professionals etc.
the required information was collected by directly interacting with these respondents.
1. The lack of detailed understanding of the relationships between urban form and
travel behaviour remains an obstacle to a more refined impact analysis:
"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.
2. The challenge arises in part from a mismatch between the data gathering focus of
regional transportation planning and the requirements of smaller scale analyses of
land-transportation relationships and their effects on travel behaviour:
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.
3. a second significant limitation, made worse by the lack of data, is the problem of
multi-co linearity. Characteristics of travel behaviour do not operate independently,
and in fact tend to be found together
H R Institute of Higher Education, Hassan 6
Store Environment and
Merchandising Mix
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.)
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
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
H R Institute of Higher Education, Hassan 8
Store Environment and
Merchandising Mix
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.
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.
KEY CHALLENGES:
LOCATION:
H R Institute of Higher Education, Hassan 9
Store Environment and
Merchandising Mix
"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:
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.
Convenient stores
Branded stores
Specialty stores
Departmental stores
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
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.
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
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
& F agents to Distributors & Wholesalers. Retailers happen to source the merchandise
from Wholesalers & reach to end-users. The merchandise price used to get inflated to a
great extent till it reaches from Manufacturer to End-user. Selling prices were largely not
controlled by Manufacturers. Branding was not an issue for majority of customers. More
than 99% customers are price sensitive & not quality or Brand Sensitive at the same time
they are Brand conscious also. Weekly Bazaar in many small tows was held & almost all
the commodities were on the scene including livestock. Bargaining was the unwritten law
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.
Essentials of Retailing
Customer orientation- The retailer makes a careful study of the needs of the customer
and attempts to satisfy those needs.
Goal orientation – The retailer has clear cut goal and devises strategies to achieve those
goals.
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
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.
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:
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
Personal Care 15 5%
Apparel 21 7%
Footwear 5 2%
Furnishings 4 1%
Furniture 9 3%
Others 12 4%
300 100%
100%
3%
20% 20%
30%
80% 40% 36%
55%
60% 81%
85%
40%
20%
0%
US Taiwan Malaysia Thailand Brazil Indonesia Poland China India
The Indian organized retail sector's impact changed the lifestyle of the Indian
consumers drastically. The evident increase in consumerist activity is colossal which has
already chipped out a money making recess for the Indian organized retail sector.
With the onset of a globalized economy in India, the Indian consumer's psyche has
been changed. People have become aware of the value of money. Now a days the Indian
consumers are well versed with the concepts about quality of products & services. These
demands are the visible impacts of the Indian organized retail sector.
• Increase in per capita income which in turn increases the household consumption
• Demographical changes and improvements in the standard of living Change in
patterns of consumption and availability of low-cost consumer credit
• Improvements in infrastructure and enhanced availability of retail space
• Entry to various sources of financing
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.
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
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
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
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 growth of scope in the Indian retail market is mainly due to the change in the
consumer’s behaviour. For the new generation have preference towards luxury
commodities which have been due to the strong increase in income, changing lifestyle,
and demographic patterns which are favourable.
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
Judging the scope for growth in the Indian retail industry many global retail giants
are also entering the Indian retail market. They are :
• Tesco
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
Functions of retailing:
Retailers play a significant role as a conduit between manufactures, wholesalers,
suppliers, and consumers. In this context, they perform various functions like storing,
breaking bulk, holding stock, as a channel of communication, storage, advertising, and
certain additional services.
Storing:
Manufacturers usually make one or a variety of products and would like to sell their
inventory to a few buyers to reduce costs. Final consumers, in contrast, prefer a large
variety of goods and services to choose from and usually buy them in small quantities.
Retailers are able to balance the demands of both sides, by collecting an assortment of
goods from different sources, buying them in sufficiently large quantities, and selling
them to consumers in small units.
The above process is referred to as the storing process. Through this process,
retailers undertake activities and perform functions that add to the value of the products
and services sold to the consumer. Supermarkets in the US offer, on an average, 15,000
Holding stock:
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.
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.
Additional Services:
Retailers ease the change in ownership of merchandise by providing services that
make it convenient to buy and use products. Providing products guarantees, after-sales
services and dealing with consumer complaints are some of the services that add value to
the actual product at the retailers end.
Retailers also offer credit and hire- purchase facilities to the customers to enable
them to buy a product now and pay for it later. Retailers fill orders, promptly process,
deliver and install products. Salespeople are also employed by retailers to answer queries
and provide additional information about the displayed products. The display itself allows
the consumer to see and test products before actual purchase. Retail essentially completes
transactions with customers.
2. Breaking quantity
3. Holding stock
4. Extending services
Arranging assortment
Providing
Services
Activities of
retailers
Breaking
bulk
Holding stock
Arranging assortment:
An assortment is a retailer’s selection of merchandise. It includes both the depth
and breadth of products carried. Retailers have to select the combination of assortments
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
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
H R Institute of Higher Education, Hassan 26
Store Environment and
Merchandising Mix
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:
Retailers provide multiples services to immediate customers and other members of
the value chain. The set of services extended by particular retailers may be part of their
core product offering or it may add on to their product or service. Retailers offer credit,
home delivery, after sales services and information regarding new products to their
customers, thereby making the shopping experience convenient and enjoyable. At the
same time they provide stocking place, reach to the ultimate costumers, and information
about the concerned target segment to the suppliers. For ex: time zone, the first organizer
retail chain of wrist watches in INDIA, started by leading watch manufacturers Titan, set
up in all its stores, service centre’s with proper equipment and trained man power..
Company profile
Big Bazaar:
Mysore Big Bazaar Super centre was opened on 26th September 2008. It is the 96th Big
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.
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.
This large format store comprise of almost everything required by people from
different income groups. It varies from clothing and accessories for all genders like men,
women and children, playthings, stationary and toys, footwear, plastics, home utility
products, cosmetics, crockery, home textiles, luggage gift items, other novelties, and also
food products and grocery. The added advantage for the customers shopping in Big
Bazaar is that there are all time discounts and promotional offers going on in the Big
Bazaar on its salvable products.
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.
Future group
Future Group India was established in 1994 with a vision to provide diverse services in
Indian and Global markets. The business areas of Future Group cover BPO (Business
Process Outsourcing), New Media, Security Management, and Construction. Through
their strategic investment and services, the future of Future Group shows a rising star in
the business sky of India.
Future Group India was established in 1994 with a vision to provide diverse
services in Indian and Global markets. The
business areas of Future Group cover BPO
(Business Process Outsourcing), New Media,
Security Management, and Construction
. Through 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
. Future Capital Holding, the group ‘s financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1 billion that are being invested in
consumer-related brands and hotels.
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
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.
FUTURE RETAIL:
The retails businesses of Future Group in India are divided into three main categories:
Future Value Retail India Limited:
The leading retail formats under this include:
o Big Bazaar
o Central
o Food Bazaar
o Home Town
o E Zone
o Depot
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. Big Bazaar was founded by Kishore Biyani in the year.
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.
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. . . .
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.
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
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-
2004-Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ India’s first seamless mall
is launched in Bangalore.
2005- Fashion Station - the popular fashion chain is launched all – ‘a little larger’ -
exclusive stores for plus-size individuals is launched
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.
This is complemented by cafes, food stalls, entertainment, personal care and various
beauty related services. Promotions and events are an integral part of Big Bazaar service
offering to customer, which helps Big Bazaar create a unique shopping experience.
Competitor:
Big Bazaar faces competition from other retailers of similar products and
1. Food World
2. Reliance Fresh
3. More
4. Other stores
improvement products, footwear’s, luggage’s, books & stationery, health care and
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 will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments – for classes and for
masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
Core Values
2008 Indian Retail Forum Awards 2008, The INDIASTAR Award 2008 , Retail Asia
Pacific 500 Top Awards 2008, Coca-Cola Golden Spoon Awards 2008, The Reid &
Taylor Awards For Retail Excellence 2008
2007 Images Retail Awards, National Retail Federation Awards, World Retail Congress
Awards, Hewitt Best Employers 2007, PC World Indian Website Awards Reader’s Digest
Trusted Brands Platinum Awards.
2006 Retail Asia Pacific Top 500 Awards, Asia money Awards, Ernst & Young
Entrepreneur of the Year Award, CNBC Indian Business Leaders Awards, Lakshmipat
Singhania – IIM Lucknow National Leadership Awards, Images Retail Awards , Readers’
Digest Awards , CNBC Awaaz Consumer Awards, Reid & Taylor Awards for Retail
Excellence
2004 Images Retail Awards 2004 , Reid & Taylor and DLF Awards
ORGANISATION STRUCTURE:
Big Bazaar organization is headed by our Managing Director. It follows an
inverse pyramid structure; as a result decisions are taken closest to the point of
customer action. Sales executive are encouraged to think customer first. They are
empowered to run their respective departments like ‘small business owners’
FUNCTIONAL DEPARTMENT:
Board of Directors
Managing Director
Head Head –
Retail Head Head Risk
Business Projects Operations Manage
ment
Dept
manager
Human Sal
resource Info es
manager ma
Asst dept, nag
manager Secur er
Customer Visual ity
service dept merchandising
Team Cashi
leader ers
Asst Dm Administratio
n
Team member Marketing
Maintenanc
e
House keeping
• The Food Bazaar or the grocery store with the department selling fruits and
• vegetables.
• There is a zone specially meant for the amusement of the kids
• Furniture Bazaar or a large section dealing with furniture’s
• 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.
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.
SWOT ANALYSIS:
Strengths:-
• EDLP [ Every Day Low Pricing]
• Point of Purchase promotions
• Experienced marketing team & executive staff.
• Strong culture, ethics and values are followed
• Emphasis on providing total customer satisfaction
• High brand equity in evolving retail market
• State-of-the-art infrastructure of big bazaar outlet
• Point of purchase promotion to increase the purchase
• Variety of stuff under single roof
• Increase sales with the help of healthy competition between different department
• Maintains good employer-employee relation
Weakness:-
• Failing revenue/ Sq.ft
• Unable to meet store opening targets.
• General perception.
• Unavailability of popular brand items with regard to clothing.
Opportunities:-
• Population of the country is growing where the scope of market is kept on
increasing for the retail sector.
• Organized Retail, presently nearly 5% in India so it acts as a great opportunity to
the organization for its growth.
Threats:-
• Stiff Competition
• Advancement of technology day by day.
• Government policies.
• Unorganized Retail sector
• 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.
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,
The merchandising mix represents the full range of mixture of products a retailer
offers to its target consumers. Developing the merchandising mix provides a retailer with
one of the means to segment the total market and appeal to a select group of consumer
segments.
The merchandising mix represents the full range of mixture of products a retailer
offers to its target consumers. Developing the merchandise mix provides a retailer with
one of the means to segment the total market and appeal to a select group of consumer
segment.
Merchandise mix management covers decisions on a host of key parameters, such
as merchandise variety, assortment, and support. This would lead to an appropriate
combination of product lines, product items, and products units. Merchandise variety is
the number of different product lines that a retailer stock in the store. Merchandise
assortment refers to the number of different product items the retailer stocks within a
particular product line.
Merchandise support deals with the planning and control of the number of unit the
retailer should have on hand to meet the expected sales for a particular product.
Merchandise budget is a financial tool for planning and controlling the retailers
merchandise inventory investment.
Merchandising mix
1. Unit value
5. Technical complexity
7. Frequency of purchase
8. Rapidity of consumption
STORE ENVIRONMENT:
Store environment is critical to a retailer, because it directly affects consumers''
total shopping experience. It is also a determining factor in affecting consumers'' store
choice decision for shopping. Hence, the management of the physical environment is
considered as an important element in contributing to retail financial success and a
valuable shopping experience for the customer.
The store ''atmosphere'' is defined as the effort to design buying environments to
produce specific emotional effects in the buyer than enhancing purchase probability. In-
store environment stimuli are positively related to the level of pleasure experienced in the
store. Pleasure refers to the degree to which the consumer feels good and satisfied in the
store environment. Satisfaction can help consumers to identify that a store is worthy of
their loyalty.
Atmospherics is referred to as a store’s physical characteristics that are used to
develop the retail unit image and draw customers. It describes the physical elements in a
store’s design that appeals to consumers and encourages them to buy.
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Store Environment and
Merchandising Mix
Atmospherics can be classified in terms of exterior and interior atmospherics.
Exterior atmospherics refers to aspects like store front, display windows surrounding
businesses, look of the shopping centre, etc. It is considered important to attract new
customers. Interior atmospherics refers to aspects like lighting, colour, dressing room
facilities, etc. It helps to enhance the display and provides customers with relevant
information.
Exterior Atmospherics:
Exterior atmospherics refers to all aspects of physical environment found outside the
store. It significantly affects store traffic and sales. It is generated by all aspects of the
store exterior. Store exterior includes store entrances, main board, marquee, windows,
lighting, etc. Storefront of very retail store exhibits a specific image such as traditional,
up market, or discount store to the shopper. In competitive markets, retailers can use the
storefront as a strong differentiating factor and attract and target new customers.
Storefront is an important decision criterion for the new shoppers in unknown
retail markets. Even many small town retailers try to balance and harmonize the various
aspects of their store design including the storefront with consistent colours and nature of
wood work.
Four key aspects of exterior atmospherics retail store entrance, display windows,
marquee or signboard, and parking facilities – are discussed below.
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
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.
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Store Environment and
Merchandising Mix
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
Prices (levels and displays)
Cash register placement
Technology/modernization
Cleanliness
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.
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.
a) A support to the Message transmitted to the public, in order to communicate the nature
and Quality of the proposed service;
b) A discriminating factor towards the competing companies.
c) An incentive aiming at achieving the desired objectives, through the use of colours,
materials, sound and locative effects. The environment in which services are marketed is
often considered by the client as a reflection of the quality of the company’s services,
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
.
Interior design:
Aspect of walls, Ceiling and floor;
Illumination of the store,
Sound background,
Locative elements,
Interior temperature. Space organization and functionality,
Location;
Equipments;
Furniture. Signs, Symbols
Indications;
Signalling;
Decorations.
Cognitive:
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Store Environment and
Merchandising Mix
Beliefs;
Classifications;
Symbols.
Emotional:
Feelings;
Attitudes.
Psychological:
Suffering;
Comfort;
Well-being.
Closeness:
Affiliation;
Exploring;
Satisfaction.
Within our research approach we will analyze the manner in which the retail store
environment helps in the creation and stimulation of the Company’s brand image.
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
Previously had in view have been reached the four stages are:
• Clients must know the brand, to associate it with a product or service (brand
identification);
• Clients must be aware of all the brand senses by associating tangible and intangible
elements with certain properties (brand significance);
• Obtaining the desired response from the clients (reaction towards the brand);
• 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
more emotional approach. The most powerful brands have been consolidated in both
ways.
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)
Parking lot:
When they exist, are sufficient and adequately disposed, parking lots may be ignored by
customers. However, if they are insufficient or if the access to and from them is done with
difficulty, clients may think whether to enter in contact with this retail store or with
another. Parking lots can be classified in the category of representations or of
performances. In the first case, the pleasant experience of shopping will make brand
selection process easier in. The second instance, the efficiency of solving a problem, of
satisfying an unsatisfied necessity determines the customer to positively consider,
appreciate a brand. As a rule, customers complain about parking lots to other customers,
1). Pleasure/ displeasure: is the termed as effectual reaction of the shoppers in service
environment. This entails whether shoppers have perceived the environment as enjoyable
or unenjoyable.
2). Arousal: assesses the extent to which the environment stimulates the shoppers in a
particular environment. Playing slow instrumental music may result in subdued activity
level from customer in service settings such as restaurants, compared to no music or fast
music
3). Dominance: that concerns whether customer feel dominant or submissive in the
service environment. This is a feeling that could be related to environmental aspects like
the height of the ceiling that makes one feel small.
Methodology
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,
Qualitative research
Quantitative research
Quantitative research is descriptive and provides hard data on the numbers of
people exhibiting certain behaviors’, attitudes, etc. It provides information in breadth and
allows you to sample large numbers of the population.
Descriptive research:
SOURCE OF DATA:
Data which is collected for the first time is called primary data. In the study
primary data includes the data which is collected from the customer directly with
interaction. The study includes data got with personal interaction.
presented in the Appraisal Institute's Course 520, "Highest and Best Use and
Market Analysis" and in Chapter 2 of Market Analysis for Valuation Appraisals, which is
published by the Appraisal Institute. A detailed discussion of this relationship appears
later in this paper.
Observation:
Observation as a data gathering technique focuses attention on an observable fact
or inanimate entity such as a building or on an observable action or behaviour by an
animate entity such as a homeowner or shopper. Observation of an inanimate object is the
easier of the two activities, but it is not free from error or misinterpretation.
Sampling:
Sampling is a process of learning about the population on the basis of which
sample is drawn. A sample is a subset of a population unit.
Sample Design:
Sampling is a practice a researcher uses to draw data on people, places, or things to
study. Sampling allows statisticians to draw conclusions about a whole by examining a
part. It enables us to estimates characteristics of a population by openly observing a
portion of the entire population. The whole that the researcher wants to know something
about is the population is called a sample.
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.
Chart 1:
Inference:
From the above chart we can ascertain that majority of customers i.e., around 72% of
customers frequently visits to the store and 28% of the customer visits the store rarely.
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
Chart 3:
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.
Chart 4:
Inference:
From the data collected , we can conclude that majority of the customer that is 69
customer out of 100 customer said that they find different variety of product in Big
Bazaar and 31 customer said they don’t.
Chart 5:
Inference:
Here from the above pie chart, 57 customer said that they find specific brand that they
look in Big Bazaar and 43 customer said No, from this we can conclude that Big Bazaar
have different variety of product not that much variety of product and they have to rethink
about the brand available in their store and they have to expand their brand availability.
30-60 minutes 22
1-2 hrs 18
2-3 hrs 34
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.
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.
9. Do you agree that this store has modern-looking equipment and fixtures?
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Store Environment and
Merchandising Mix
Table: 9
Response No of customer
Strongly disagree 06
Somewhat disagree 11
Neutral 31
Somewhat agree 47
Strongly agree 05
Chart 9:
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).
Chart 10:
Inference:
42 customers out of 100 customers are neutrally satisfied with the restrooms, fitting and
trail rooms, which mean Big Bazaar, can be improved more with theses aspects.
11. The store layout at this store makes it easy for customers to find what they need
Table: 11
Response No of customer
Chart 11:
Inference : From the above that, we come to know that majority of the customer said
that the store layout is not up to the mark, i.e. they are not satisfied with the store lay out
present in the Big Bazaar.
12. The store layout at this store makes it easy for customers to move around the
store.
Table: 12
Response No of customer
H R Institute of Higher Education, Hassan 79
Store Environment and
Merchandising Mix
Strongly disagree 07
Somewhat disagree 13
Neutral 28
Somewhat agree 41
Strongly agree 11
Chart 12:
Inference :
From the data collected with this question, we come to know that may of the responses
was somewhat agree that, the store layout at this store makes it easy for customers to
move around the store.
Inference:
From the chart, we conclude that the most of the customer that is 82% are not satisfied
with the parking facilities.
Response No of customer
Excellent 30
Good 18
Ok 42
Bad 10
Chart-14
Inference:
From the data collected with this question, 42out of 100 customer to respond about
cleaning of store is ok, 10 customer respond is bad, 30 customer is excellent, and 18
customer respond is good , the inside store cleanliness , so to improve the cleanliness
inside the store,
Inference
From the data collected with this question, we come to know that may of the responses
most of the customers responses is excellent, the inside store environment , but still to
improve the inside the store environment,
16. How satisfied are you with the background music played inside the store when
you are shopping?
Chart-16
Inference
From the above chart, we can analyze that the customer prefer the playing the music is
good in during buy process. And 10out of 100 is respond is bad to playing music during
buying goods is to disturbing the customers minds.
Chart-17
Inference :
From this table and respones of the cutomer, out of 100, 43 customers are fell to enter
good shopping in supercentre, 39 customers fell good enviroment inside the bigbazaar
supercentre , and 18 customers fell other resons to enter the bigbazaar supercentre.
• 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.
• Inside the store employees interaction is very less with customers
• In men ware branded products is not available, it must available of branded
products to attract to customers.
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,
• With these steps taken the customer satisfaction level can be improved.
CONCLUSIONS:
Advantages:
Variety: Big Bazaar offers a wide variety of products of different prices and
different qualities satisfying most of its customers.
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
• 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:
Web sites:
Google Search.
www.pantaloon.com
www.Futuregroup.com
Scribd.com
ANNUXERES:
A STUDY ON STORE ENVIRONMENT AND MERCHANDISING AT BIGBAZAAR:
4. Do you feel that you find different variety of product in big bazaar?
A). yes ( ) B). No ( )
6. Do you find the specific brand that; you look in the big bazaar?
A) Yes ( ) B). No ( )
8. Which section do you visit first when you enter to big bazaar?
A). Food bazaar ( ) B). Apparels ( )
C). Household utensils ( ) D). Electronic section ( )
11. This store has clean, attractive, and convenient public areas
(Restrooms, fitting rooms).
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
13. The store layout at this store makes it easy for customers to move around the store.
A). strongly disagree ( ) B). Somewhat disagree ( ) C). Neutral ( ) D). Somewhat
agree ( )
E). strongly agree ( )
17. How do you feel about playing music inside the store when you are shopping?
A) It must ( ) B) good, can be played ( ) C) sometimes ok ( ) D) it is not needed ( )
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 [ ]