Documente Academic
Documente Profesional
Documente Cultură
RESEARCHED BY:-
ACKNOWLEDGEMENT
CERTIFICATE
Director
(Mr.Amit Gupta)
3 | Page
ISBR,Bangalore
4 | Page
CERTIFICATE
Under Guidance
Prof. Sanjyothi.V.K.
ISBR,Bangalore
5 | Page
Table of Contents
4. QUESTIONNAIRE
………………………………………………………...6
INTRODUCTION:
RETAIL INDUSTRY IN
INDIA
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organised players is set to
change the scenario.
Organized retail segment has been growing at a blistering pace, exceeding all
previous estimates. According to a study by Deloitte Haskins and Sells,
organised retail has increased its share from 8 per cent of total retail sales in
2007 to 10 per cent in 2008. The fastest growing segments have been the
wholesale cash and carry stores (150 per cent) followed by supermarkets
(100 per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised segment to account for 25 per cent of the total sales by 2011.
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 2008 to amount US$ 350 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 centres, and sprawling
complexes which offer food, shopping, and entertainment all under the same
roof.
India 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.
India retail industry is progressing well and for this to continue retailers as
well as the Indian government will have to make a combined effort.
Big Bazaar is not just another hypermarket. It caters to every need of a family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers. At Big Bazaar, one can get the best products at the best
prices – that is 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 the shopping experience. Food is the main
shopped for category in this store.
Parent Company:-
Pantaloon 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.
LINES OF BUSINESS OF THE ABOVE STORE:-
• E-tailing
• Food
• Fashion
• Home Solution
• General Merchandise
• Leisure and Entertainment
• Wellness and Beauty
• Books and Music
Sampling:-
Sample Size – 75 customers/consumers
Sample Unit – Consumers in the age group 18 to 50 years
9 | Page
NAME: OCCUPATION:
Clothing Accessories
Groceries
Proximity Quality
Brand Price
Yes No
Print TV Radio
12 | P a g e
Percentag
Age Total
e
18-28 37 49.33%
28-38 16 21.33%
38-48 8 10.67%
48-58 9 12.00%
58-65 5 6.67%
75 100%
Age of Respondents
40 37
35
No of Respondents
30
25
20 16
15
8 9
10
5
5
0
18-28 28-38 38-48 48-58 58-65
Age
14 | P a g e
Age of Respondents
6.67%
12.00%
18-28
28-38
10.67% 49.33% 38-48
48-58
58-65
21.33%
Data Collected
The first criteria respondents were asked to indicate was the age
group they belonged to. Respondents were asked to choose
among five age group categories, viz., 18-28, 28-38, 38-48, 48-58
and 58-65 years. The age groups were identified as key factors
impacting shopping and purchase decisions of consumers.
Analysis
From the table, bar graph and pie chart depicted above, the
distribution of the population under study is evident. Of the 75
respondents who answered the questionnaire, 37 indicated that
their ages fell in the category 18-28 years. This accounts for
49.33% of the respondents.
15 | P a g e
It is not surprising that the youth most frequent malls and retail
stores. What is unexpected, however, is the fact that more people
who fall into the older age group visit the retail stores than those
who fall in the middle age group. Then again, this deduction
cannot be applied to the entire population of Bangalore. The
disparity can be attributed to the small size of the sample under
study.
Gender of Respondents
41
40
40
39
No of Respondents
38
37
36
35
35
34
33
32
Male Female
Gender of Respondents
Male
Female 46.67%
53.33%
Data Collected
18 | P a g e
Percentag
Frequency Total
e
Once a week 14 18.67%
Fortnightly 27 36.00%
Once a month 34 45.33%
75 100%
21 | P a g e
40
34
35
30 27
No of Respondents
25
20
14
15
10
0
Once a week Fortnightly Once a month
Frequency
22 | P a g e
18.67%
Once a week
45.33%
Fortnightly
Once a month
Data Collected
36.00%
Consumers approached were asked about their frequency in visits
to shops. The frequency points furnished were: Once a week,
Fortnightly, and Once a month. These frequency points were
identified by observation and interview as the average times that
consumers shop.
Analysis
From the table, bar graph and pie chart depicted above, the
frequency of shopping of the respondents is evident. Of the 75
respondents who answered the questionnaire, 34 indicated that
they shopped once a month. This accounts for 45.33% of the
respondents, who visit shops including retail stores once a month.
Consumers who shop once a week, on the other hand, pose very
different challenges to retail stores. Such customers can be
presumed to have a high disposable income and may buy more
lifestyle or fashion products. Since they shop so frequently, they
must continually be entertained and attracted to make repeat
purchases at stores. When targeting this segment, companies
must be able to get new stock every week, and update their
marketing strategies continuously.
Q. 4) What do you mostly shop at Big Bazzar ?
Percentag
Details Total
e
Clothing 33 44.00%
Accessories 12 16.00%
Groceries 25 33.33%
Others 3 4.00%
75 100%
25 | P a g e
35 33
30
25
25
No of Respondents
20
15 12
10
5 3
0
Clothing Accessories Groceries Others
Items
Data Collected
Consumers approached were asked to indicate the types of
products they mostly shopped for at the stores they had selected
earlier. The types of products presented were Clothing,
26 | P a g e
Interpretation
Of the consumers approached, 75 people agreed to fill in the
questionnaire and this specific question. This question is aimed at
27 | P a g e
Percentag
Factors Total
e
Quality 20 26.67%
Fashion 5 6.67%
Affordability 10 13.33%
Variety 4 5.33%
All under one roof 10 13.33%
Brand name 11 14.67%
Service 4 5.33%
Store atmosphere 3 4.00%
Loyalty 5 6.67%
Proximity 3 4.00%
75 100%
25
20
20
15 11
10 10
10
5 4 4 3 5 3
5
0
lty
y
lity
ty
ity
ice
of
e
on
re
ilit
rie
ya
ro
xim
ua
e
hi
rv
ab
na
ph
Va
Lo
s
Se
Q
rd
o
Fa
on
os
d
Pr
fo
an
m
er
Af
Br
at
nd
e
lu
or
Al
St
Factors
29 | P a g e
Brand name,
14.67%
Fashion, 6.67%
Data Collected
Consumers approached were asked an open-ended question to
indicate the reasons they select a particular store to shop at as
against any other retail outlet. Their responses were recorded and
a broad idea of the factors that influence shopping and buying
decisions was formed.
Analysis
The responses of the interviewees and consumers have been
broadly categorised into 10 factors that they find impact their
shopping decision and result in their choosing one store over
another.
From the table, bar graph and pie chart depicted above, the
influencing factors are evident. The reasons include: Quality,
30 | P a g e
Interpretation
Of the consumers approached, 75 people agreed to fill in the
questionnaire and this specific question. This question is aimed at
getting direct customer feedback as to the factors that influence
their shopping decision. By analysing the responses to this
question, we, the researchers, as well as companies, can identify
the biggest factors that influence the consumers in favouring one
store over others, direct from the horse’s mouth.
If set in descending order of influence as indicated by the
consumers, the factors can be listed as: Quality, Brand name,
31 | P a g e
Percentag
Details Total
e
Quality 23 30.67%
Brand 11 14.67%
Price 16 21.33%
Store layout 6 8.00%
Proximity 5 6.67%
One-stop shop 14 18.66%
75 100%
32 | P a g e
One-stop shop,
18.66%
Quality, 30.67%
Proximity,
6.67%
Store layout,
8.00%
Brand, 14.67%
Price, 21.33%
Data Collected
Consumers approached were asked to rank their preferences on a
scale of 1 to 6 of their preferences when choosing to shop at
particular stores. The preference points placed before them were
‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’, ‘Proximity’, ‘One-stop
shop’. These preference points were identified by observation and
interview as the most popular reasons that beget the attraction of
consumers and act as inducements to shop at particular stores.
Analysis
From the table, bar graph and pie chart depicted above, the
preference points of consumers is evident.
33 | P a g e
Data Collected
35 | P a g e
Yes
44.00%
No
56.00%
Data Collected
Radio
9.34%
Print TV
37.33% 53.33%
Satisfaction level
Never Visited,
Highly Satisfied,
2.67%
13.33%
Unsatisfied, 26.67%
Satisfied, 57.33%
Data Collected
Consumers approached were asked about their satisfaction with
the three stores covered in this study. This question was
answered by 75 consumers.
The satisfaction scale comprised of four ranks – Unsatisfied,
Satisfied, Highly Satisfied and Never Visited.
Analysis
From the table, bar graph and pie chart depicted above,
satisfaction levels with the above 75 respondents who answered
the questionnaire, 43 indicated a satisfactory response towards
Big Bazaar, and 2 had not visited the store.
Interpretation
Of the consumers approached, 75 people agreed to fill in the
questionnaire and this specific question. This question is aimed at
understanding the satisfaction levels of the consumers under
42 | P a g e
study – Big Bazzar. The object is also to analyze how far the
marketing strategies, brand image, advertisements, layout,
quality etc., contribute towards consumer perception and
satisfaction.
By analysing the responses to this question, we, the researchers,
as well as companies, can identify the effectiveness of
advertisements, location, brand, price, promotion, product variety
etc., on the target consumers. This helps to understand the
current consumer perception about Big Bazzar and the
corresponding satisfaction levels.
From the tabulated data depicted above and responses of the
consumers, it is evident that a good number of target consumers
are satisfied with the stores at large. However, there are those
who are unsatisfied or who have never visited the store at all.
Such consumers form the potential market that the companies
must strive to attract.
There are also quite a few respondents who were highly satisfied
with the retail chains. It is imperative for the stores to find out
why this is so. They can modify and apply the same attractions
towards the consumers who are less satisfied.
The above table and graph give a worm’s eye-view of the
consumer perception about Big Bazzar. This can help the
marketers understand how effective their strategies have been.
Analysis
43 | P a g e
From the pie chart depicted above, satisfaction levels with Big
Bazaar are evident. Of the 75 consumers who answered this
question, 57.33% indicate that they are satisfied with Big Bazaar.
Interpretation:
Of the consumers approached, 75 agreed to fill in the
questionnaire and answer the above question. The aim of this
question is to understand the level of satisfaction that consumers
feel with regards to the retail chain Big Bazaar.
This goes to show that although Big Bazaar may have an overall
goodwill from the consumers, there are still some things that they
are not doing right. Big Bazaar must identify exactly what the
problem areas are and must address them quickly and swiftly.
The above pie chart shows that almost 30% of the respondents
fall into the category of potential customers. Big Bazaar must
take effective steps to attract these consumers.
The highest number of respondents were female, as is depicted by the graph and
chart presented above. The number of male respondents was less compared to the
female respondents.
Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.
This can help the companies and researchers in undertaking future decisions and
studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas. Retail
outlets can appeal to the women customers by offering more products geared
especially towards women. They can provide a shopping experience that women
are particularly attracted to.
Another way that retail chains can use the above data is to appeal to the men rather
than the women. Since, fewer men visit retail stores as against women, the
companies have a large base of potential customers. By providing products that are
geared towards men and by providing a shopping experience that attracts men, the
retail chains can expand their customer base.
Consumers approached were asked about their frequency in visits to shops. The
frequency points furnished were: Once a week, Fortnightly, and Once a month. By
analysing the responses to this question, we, the researchers, as well as companies,
can identify the number of times a customer is likely to shop in a month’s time.
The highest responses have been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets have tough
47 | P a g e
customers in those who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting with new stores.
Hence, to capture this market, retail outlets must put in place strategies that attract
them. Once they profess a liking to a certain store, they turn out to be very loyal
customers.
Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be able to
get new stock every week, and update their marketing strategies continuously.
Consumers approached were asked which stores they shopped at frequently. The
retail store brands placed before them were Big Bazaar, Shoppers’ Stop, Marks &
Spencer, and others. By analysing the responses to this question, I as, a researcher,
as well as companies, can identify customer preferences among the varied choices
of stores, and can calculate how much market share they hold.
The highest number of responses has been attributed to Big Bazaar. Big Bazaar
attracts people of many income groups, and offers products that appeal to a wide
array of consumers.
The other stores can be ranked in descending order of preference or frequency of
visits as: Shoppers’ Stop, Others, and Marks & Spencer.
It can be deduced from the above figures that the category ‘Others’ was indicated
by more number of respondents than those who indicated they frequent Marks &
Spencer. This may be because Marks & Spencer targets only the elite classes in a
city where a higher percentage of the population belong to the middle income
group.
48 | P a g e
In analyzing the other stores that consumers frequent, outlets such as Westside,
Monday to Sunday, More, Central etc., featured. This indicates that more people
frequent stores that cater to the middle income group. This is not to say that Marks
& Spencer has no customer base. However, they may be unable to generate a high
volume of repeat sales.
Consumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products presented
were Clothing, Accessories, Groceries and others. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the main
attractions of products and services offered.
The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item
that any retail outlet can provide. One-third of the respondents indicated that the
visit retail outlets to purchase groceries.
To the retail stores, the above tabulated responses lead to a very important result.
Clothing is the fastest moving consumer good. Retail outlets that provide apparel
can see a higher rate of turnover and sales volume.
However, the above results cannot be assumed to be representative of the entire
population of Bangalore city. The sample size consists of only 75 respondents,
who were approached on a random basis as they visited the retail outlets.
Consumers approached were asked an open-ended question to indicate the reasons
they select a particular store to shop at as against any other retail outlet.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the biggest factors that influence the consumers in
favouring one store over others, direct from the horse’s mouth.
49 | P a g e
There are also quite a few respondents who were highly satisfied with the retail
chains. It is imperative for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
The above table and graph give a worm’s eye-view of the consumer perception of
the three stores. This can help the marketers understand how effective their
strategies have been.
A little more than half of the respondents indicated that they are satisfied with Big
Bazaar, while almost one-eighth indicated that they are highly satisfied with the
store. However, almost one-fourth of the number of respondents indicated that
they were unsatisfied with Big Bazaar.
This goes to show that although Big Bazaar may have an overall goodwill from
the consumers, there are still some things that they are not doing right. Big Bazaar
must identify exactly what the problem areas are and must address them quickly
and swiftly.
The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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
54 | P a g e
due to the sales and offers, thus this has been one of the
main advantages of Big Bazaar.
Disadvantages:
1. 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.
2. 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.
3. 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
4. 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
55 | P a g e