.

Table of Contents

CONTENTS

PAGE No.

1. General
a. General Introduction
b. Retail Industry Profile

1-3

2. Company profile
a. Background
b. Introduction

4-15

c.

Big bazaar offers

d. Food Bazaar
e. Advertisement

3. Theoretical Background
a. Retailing
b. Advertising
c. Sales Promotion

16-26

4. Study Details
a. Statement of the problem
b. Objective
c. Scope
d. Methodology
e. Limitations
f. Analysis & Data interpretation
g. Findings
h. Observation
i. Suggestions
j. Conclusion
5. Bibliography

27-76

77-78

Executive Summary

EXECUTIVE SUMMARY
Indias retail industry accounts for 10 percent of its GDP and 8 percent of the
employment to reach $17 billion by 2010. There are about 300 new malls, 1,500
supermarkets and 325 departmental stores being built in the cities very soon. A shopping
revolution is ushering in India where, a large population between 20-34 age groups in the
urban regions is boosting demand by 11.1 percent in recent years to an Rupees 23,308
purchasing power. This has resulted in huge international retail investment and a more
liberal FDI.
The project undertaken was at Big Bazaar Hubli. Big Bazaar, is the chain of retail
stores of the big banner Pantaloon Retail (India) Ltd., incorporated on 2007 which in
turn is a segment of the Kishore Biyani, regulated Future Group of Companies.
Pantaloon Retail (India) Limited, is Indias 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 53 cities in India and employs over
25,000 people. Moreover the customer friendly ambiance and the organized retailing of
products also make Big Bazaar one of the successful retail companies in India.
The Indian mens apparel industry is expected to burgeon at a CAGR of
14.86% from 2008 to 2010, according to new research report ""Booming Men
Apparel Market in India"". The report gives an insight into the expanding mens
apparel industry in India. It has been made to help clients in analyzing the
opportunities, challenges and drivers critical to the success of men apparel industry.
The demand for ready-made garments in rural India will surge at a CAGR of
16.50% to reach Rs.42918 Crore by 2010.
Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs.
25,000 Crore by 2010.
Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in
2003.
In 2007, mens apparel industry was mainly dominated by shirts (in value terms)
accounting for 36.5% of total mens segment.
The Indian fashion industry is expected to rise at a stupendous pace of 22.67%
through 2012 from 2007.

Key Players

Madura Garments,
Provogue India Ltd.
Raymond Apparel Ltd.,
Pantaloon Retail (India) Ltd.
3

Levi Strauss & Co. etc.

It is very important for any company to know how the customers buying behavior
towards products, services or the organization as a whole and even each department
performance with in organization. It is the customers buying behavior which influences
the products and services of the organization. If the organizations makes an attempt to
find the consumer purchasing behavior as department wise then, it can alter its products
accordingly and offer to its customers. So understanding the customers behavior and
their satisfaction is a very difficult and vital task for the organizations.
Housewife and students are the customers who visit the store most. The store
targets mainly middle class income group. Most the respondents would like to visit the
store once in a week. Customers believe that most of the products are available less than
one roof .i.e. it is a one stop shop. The respondents are pretty much comfortable with the
quality of the products offered at the store. Offers and advertisement are the most
influencing factors to visit big bazaar.

Keeping this background in mind the area chosen for study is:
Study on Consumer Behaviors towards Mens Apparels in Hubli Region
at BIG bazaar
Need for the study
Big Bazaar has newly established its Hubli store on last 29 th July 2007. The Big
Bazaar has done analyzing of projects to know the consumer expectation, consumer
satisfaction level and now the Big Bazaar has gained good grip on the Hubli market, but
For them its become to difficult to know the buying behavior of consumers towards
mens apparels instead of having a so many good brands and offers. So the main need for
Consumer Behaviors towards Mens Apparels in Hubli Region.
OBJECTIVE OF THE STUDY

To under stand the factors which influence consumer to visit Mens

apparels in Hubli at Big Bazaar.
To know the consumer expectation from mens apparels department
To ascertain the satisfaction level of consumers of Mens apparels in
Hubli at Big- Bazaar.
To know the awareness level of various promotions and service
facility provided by mens apparels in consumer mind set.
To know pre purchase, purchase and post purchase behavior of
consumer toward mens apparel.
4

Sampling Method:
Since the study is restricted to Retail sector, all the functional Departments of
Big Bazaar and the respondents are found at the store only so according to the
convenience randomly they are being picked so sampling method is used in this study is
Random Convenient Sampling.
Sampling: Sample size

: 100 respondents

Sampling Method

: Random Convenience sampling

Sample Plan

: Personal Interview

Sample Unit

: Respondents in Hubli city

Data Collections Methods:Primary data: The Data collected for a specific purpose for the first time is Original
known as Primary Data. The primary data was basically collected in two different ways,
they are: 1) Observation Method
2) Questionnaire Method

Secondary data: collected from Company website, Customer data base, Company
report, Books and publications, related information from net Big Bazaar records

Area of research: Hubli city

Research approach: Survey method
Measuring Tool:

Simple percentage method

Graphical representation using data code sheet

FINDINGS
The findings in the study done shows that the Study on Consumer Behaviors

towards Mens Apparels in Hubli Region at BIG bazaar

19% respondents will visit only single shop, 32% respondents visit 1-2 shops,
32% respondents will visit 2-4 shops and 17% respondents visit more than 4
shops.
42% respondents have aware of various brands available in Big Bazaar and 58%
respondents are not aware of various brands available in Big Bazaar.
60% respondents are no awareness about the brands available in Big Bazaar and
they are not brand specific, 14% consumers will prefer knight hood, 12% prefer
DJ&C, 6 prefer Studio nyx and 2 are AFL.

43% customers have satisfied with the offers and 47% of respondents not in
dilemma state that is they are neither satisfactory nor dissatisfactory?

22% respondents have satisfied with the service provided by sales executives,
33% respondents have neither satisfied nor dissatisfied with the service and 45%
respondents are not satisfied with the service provided by sales executives

32% respondents prefer Buy One Get One Free, 32% respondents prefer 50% off
on MRP, 33% Respondents prefer Buy One Get Two Free and12% respondents
prefer other offers.

40% respondents prefer more apparel in during festival seasons, 22% peoples
prefer during holidays and 38% respondents prefer all the time.

23% respondents says very superior, 35% respondents says superior,36%

respondents says equal and 6% respondents says inferior.

36% respondents prefer more casuals, 41% respondents prefer formals, 19%
respondents prefer party wears and 6% respondents more prefer ethnics.
26% respondents preferred brand name, 24% respondents preferred offers, 17%
respondents preferred quality, 4% respondents preferred design and 27%
respondents preferred color is the most influencing factor for purchase of
apparels.

34% respondents are aware of various promotional activities provided by Big

Bazaar in mens apparels and 66% respondents are unaware of various
promotional activities.
6

42 respondents are aware of post purchase services facilities and 58%

respondents are unaware of post purchase service facilities provided by Big
Bazaars mens apparels.
14% respondents are strongly agreed, 21% respondents agreed, 24% respondents
are neutral 30% respondents are disagree and 11% respondents are strongly
disagree to prefer tailor look in clothing:
24% respondents are strongly agreed,33% respondents agreed,21% respondents
are neutral 14% respondents are disagree and 8% respondents are strongly
disagree A man would not look twice at a women who was not well dressed .
30% respondents satisfied with the statement, 44% respondents are neither
satisfied nor dissatisfied with the statement and 27% respondent is not satisfied
with the statement IS SE SASTA AUR ACCHA KAHI NAHI

Suggestions:
Attract Shoppers and keep them in store
The amount of time a customer spends inside a store is directly proportional to
how much they spend. By making customers spend more time in the store, companies can
increase their sales. A classic example of this is keeping mirrors in department.
Men & Women have different shopping habits
Men tend to walk directly to the required shelf - if the product is not on the shelf,
they tend to walk out. Men rarely ask for help from the store attendants. If the
required product is not seen in that store, they move on to another store. This results in
lost revenue.
Women need more space around them while shopping. Women tend to avoid
crowded stores or stores with narrow isles. The ladies apparels section has more space
around the merchandise - when compared to mens section. Women tend to spend more
time for shopping if the section is more spacious.

Make merchandise easy to find

7

Customers dont like to hunt for products. Having all products clearly classified
and displayed increases the sales. Display the store layout. Other chain stores do not
even have sign boards.

Other suggestion includes:

The big bazaar has to maintain the same strategy in terms providing offers
to Hubli customers,
Looking towards the competition they need to provide competitive offers to
Hubli customers.
During offers periods big bazaar has to provide transportation facilities to
increase customer to big bazaar.
The big bazaar has to make sure that customer should not feel that selected
product is not available in the store.
Need to have good service facilities by sales executives.
During festivals big bazaar has to give some innovate promotion, to attract
customers.

Utility of the project

1. The project will be helpful to the organization as it helps in increasing
the sales through knowing the buying behavior.
2. It will facilitate the management to know about the drawbacks by
mens apparels department and to improve on it.
3. This project will give me a great exposure regarding business analysis
and good knowledge of customer buying behavior. I will come to know
different parameters influencing the sales and how to overcome the
drawbacks.
4. This project will also helps in
Understanding parameters influencing customers pre and post
purchase behavior
Designing offers and increase sales.
Different techniques which help to build different promotion
activities according to consumer expectations.

Industry Profile

Retail is Indias largest industry, accounting for over 10 per cent of the countrys
GDP and around eight per cent of the employment. Retail industry in India is at the
crossroads. It has emerged as one of the most dynamic and fast paced industries with
several players entering the market. But because of the heavy initial investments required,
break even is difficult to achieve and many of these players have not tasted success so far.
However, the future is promising; the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations.

Industry Evolution
Traditionally retailing in India can be traced to
o The emergence of the neighborhood Kirana stores catering to the
convenience of the consumers
o Era of government support for rural retail: Indigenous franchise model of
store chains run by Khadi & Village Industries Commission
1980s experienced slow change as India began to open up economy.
Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and
Grasim first saw the emergence of retail chains
Later Titan successfully created an organized retailing concept and established a
series of showrooms for its premium watches
The latter half of the 1990s saw a fresh wave of entrants with a shift from
Manufactures to Pure Retailers.
For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and
Music World in music; Crossword and Fountainhead in books.
Post 1995 onwards saw an emergence of shopping centers,
o mainly in urban areas, with facilities like car parking
o targeted to provide a complete destination experience for all segments of
society
Emergence of hyper and super markets trying to provide customer with 3 Vs Value, Variety and Volume
Expanding target consumer segment: The Sachet revolution - example of
reaching to the bottom of the pyramid.

10

The whole concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping in India. Modern
retail has entered India as seen in sprawling shopping centers, multi-storeyed malls
and huge complexes offer shopping, entertainment and food all under one roof. The
Indian retailing sector is at an inflexion point where the growth of organized retailing
and growth in the consumption by the Indian population is going to take a higher
growth trajectory. The Indian population is witnessing a significant change in its
demographics. A large young working population with median age of 24 years,
nuclear families in urban areas, along with increasing working-women population and
emerging opportunities in the services sector are going to be the key growth drivers of
the organized retail sector in India.

Recent Trends
Retailing in India is witnessing a huge revamping exercise as can be seen in
the graph
India is rated the fifth most attractive emerging retail market: a potential
goldmine.
Estimated to be US$ 200 billion, of which organized retailing (i.e. modern
trade) makes up 3 percent or US$ 6.4 billion
As per a report by KPMG the annual growth of department stores is estimated
at 24%
Ranked second in a Global Retail Development Index of 30 developing
countries drawn up by AT Kearney.

11

Traditionally three factors

have plagued the retail
industry:

Unorganized : Vast majority of the

twelve million stores are small "father
and son" outlets
Fragmented
:
Mostly
small
individually owned businesses, average
size of outlet equals 50 s.q. ft. Though
India has the highest number of retail
outlets per capita in the world, the retail
space per capita at 2 s.q. ft per person is
amongst the lowest.
Rural bias: Nearly two thirds of the
stores are located in rural areas. Rural
retail industry has typically two forms:
"Haats" and Melas". Haats are the
weekly markets : serve groups of 10-50
villages and sell day-to-day necessities.
Melas are larger in size and more
sophisticated in terms of the goods sold
(like TVs)

Recent changes:

Experimentation with formats: Retailing

in India is still evolving and the sector is
witnessing a series of experiments across the
country with new formats being tested out.
Ex. Quasi-mall, sub-urban discount stores,
Cash and carry etc.
Store design : Biggest challenge for
organised retailing to create a customerpull environment that increases the amount
of impulse shopping. Research shows that
the chances of senses dictating sales are upto
10-15%. Retail chains like MusicWorld,
Baristas, Piramyd and Globus are laying
major emphasis & investing heavily in store
design.
Emergence of discount stores: They are
expected to spearhead the organised retailing
revolution. Stores trying to emulate the
model of Wal-Mart. Ex. Big Bazaar,
Bombay Bazaar, RPGs.
Unorganized
retailing
is
getting
organized: To meet the challenges of
organized retailing such as large cineplexes,
and malls, which are backed by the
corporate house such as 'Ansals' and 'PVR
the unorganized sector is getting organized.
25 stores in Delhi under the banner of
Provision mart are joining hands to combine
monthly buying. Bombay Bazaar and
Efoodmart formed which are aggregations of
Kiranas.

Consumer Trend
12

Over the years, the increasing literacy in the Country and the exposure to
developed nations via satellite television or by way of the overseas work experiences, the
consumer awareness has increased on the quality and the price of the products/services
that is expected. Today more and more consumers are vocal on the quality of the
products/services that they expect from the market. This awareness has made the
consumer seek more and more reliable sources for purchases and hence the logical shift
to purchases from the organized retail chains that has a corporate background and where
the accountability is more pronounced. The consumer also seeks to purchase from a place
where his/her feedback is more valued.
India is currently having the largest young population in the world and 54 per cent of
Indias population is below 25 years of age and 80 per cent are below 45 years.
As per Indias Marketing White book by Business world, India has around 192
million households. Of these only a little over six million are affluent that is, with
household income in excess of INR215, 000. Another 75 million households are in the
category of Well off immediately below the affluent, earning between INR 45,000 and
INR215, 000.

Social Trends:
Social trends of a country have impact on the scheme of growth of food retailing
in a country. India is country that is vast geographically and diverse culturally. This has
taken its toll on food retailing with retailers having to adapt to the local cultures and
palates of the area in which they have established or plan to establish. This is a major
reason for many or most retailing chains restricting their operations to a certain part of
the country. But the trends now are slowly moving towards cultural integration where
people of all states and diametrically opposite cultures tend to try out foods and materials
of other states and communities. This movement towards social integration would make it
very feasible in the near future for retailing chains and erstwhile local chains to spread
across the country.
Increased income levels and more women willing to make use of their education
by joining work has increasingly affected the shopping pattern that is moving towards
fulfilling the need of convenience shopping in the form of Supermarkets (now graduating
to Hyper format) home deliveries. Indian consumer is quality and price conscious and
this awareness would drive the retailers to rework their supply chain relationships.
A recent analysis shows that countries go through a distinct food consumption
evolutionary pattern. In the first stage the focus is on obtaining basic dietary inputs, the
second stage focuses on improving and building basic foods, before moving to the third
stage of adding premium food to the diet. Most of urban India has already moved to the
third stage and it is a great avenue for food retailers, if they could slowly introduce the
13

rest of India to it. The future would witness creation of specific models/formats one for
the upwardly mobile urbanite and the other for the rural markets. Also since the taste
habits change from place to place in India, there would emerge a leading

Retail management skills

It is a fact that the retailing industry is in its starting phase in our country. The
benefits of organized retailing will only be felt once an equitable scale is achieved. This
to a large extent depends on the store size, the walkthroughs, bills per customer per year,
average bill size and the revenue earned per sq. ft. But besides resources and bottom line,
a variety of other aspects need to be in place for tasting success. The need for qualified
and trained manpower is of utmost importance. The need for specialized skills is
increasingly felt in the areas of:

Strategic management - strategizing, targeting and positioning, marketing and site

selection, among others

Merchandise management - Vendor selection, inventory management, pricing and

so on

Store management - Layout, display, customer relationship, inventory

management, etc.

Administrative Management - Human resources, finance, marketing and so on

Retailing formats in India

Malls:

14

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, Pyramid, and Pantaloon.

Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPG's Music World and the Times Group's music chain Planet M, are
focusing on specific market segments and have established themselves strongly in
their sectors.

Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts
on the MRP through selling in bulk reaching economies of scale or excess stock
left over at the season. The product category can range from a variety of
perishable/ non perishable goods

Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of
consumer needs. Further classified into localized departments such as clothing,
toys, home, groceries etc.

Department Stores:
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!.

Hypermarts/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:
15

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 premium.

16

Company Profile

About Future Group

Future Group is the countrys leading business group that caters to the
entire Indian consumption space. It operates through six verticals:
Future Retail : encompassing all lines of retail business

Future Capital : financial products and services

Future Brands : all brands owned or managed by group companies
Future Space : management of retail real estate
Future Logistics : management of supply chain and distribution
Future Media: development and management of retail media spaces
17

The groups flagship company, Pantaloon Retail (India) Limited operates over 7 million
square feet through 1000 stores in 52 cities.
Future Group companies include, Indus League Clothing, that owns and retails
brands like Indigo Nation and Scullers and Galaxy Entertainment that manages
Sports Bar, Brew Bar and Bowling Co. Future Capital Holdings, the groups
financial arm, focusses on asset management and consumer credit. It manages
assets worth over $1 billion that are being invested in developing retail real estate
and consumer-related brands and hotels.The groups joint venture

partners include.
Italian insurance major Generali

French retailer ETAM group

US-based stationary products retailer Staples
UK-based Lee Cooper
India-based Talwalkars, Blue Foods and Liberty Shoes.

CORPORATE MISSION
"We share the vision and belief that by improving our performance through
innovative spirit and dedication, we shall serve our customers and stakeholders
satisfactorily."
Blending Strategies
To targeting higher share in customer shopping basket the Company has blending
strategies. By entering into multiple formats - departmental stop hypermarkets - PRIL has
effectively blended the multiple strategies and there has been successful in addressing a
high share of the customer's basket. Increase share has been primarily on account of
entering new product categories.
'Family focus' rather than 'individual focus'
PRIL strategy is to target family as its customer rather than individual. With audience
having social ethics and culture deeply rooted in them addressing the pulls more
18

customers into the store. Moreover, it ensures repeat purchase strategy of the company is
reflected in all its communications and product offerings.
Paradigm shift in "rapid roll-out'
The company has aggressive grow plan to achieve scale of economy ai leadership
position in this evolving industry. PRIL's ability to evolve from format into large format
retail stores is well proven. With aggressive growth p. company has identify many
locations across the company to roll out stores future. The company plans to increase the
retail space under control from 2.0C FY0102 to more than 1 million square feet over the
next 3 years to emerge 'Godzilla' of the Indian retail industry.
VALUES
Though unconventional in redefining the ways of doing business, PRIL ha sacrificed on
its core values. It believes in retain its core values while redefining business rules.

Retain Values
Will the company has ambitious growth plan, it want to retain its values company
believes in the following value and these will be the foundation or any strategy of growth
opportunities will be capitalized.
Indian-Ness
The core value of company is INDIAN-NESS. We believe in ourselves. The company is
developing Indian model of retailing being India is unique country and the customers
have unique culture and value systems that's why company's is the family as customer
rather then Individual, offers products of Indian taste, combination of own category and
shop-in-shop category to offer to customer and having mi: retailer partnering with small
time shop keeper.
Dedication
The company is dedicated to customer satisfaction that why it has no question asked
exchange policy, offering product which customer need or demand, follows pyramid
19

structure of organization where Board of Directors is at bottom and ci service executive is

on the top
Leadership
The company wants to be leader and not a follower. The company ha initiatives and taken
leadership position in retailing by launching multiple for retailing and targeting all
segments of society.
Self Development
The company is on the continuous process of self-development by sincere ai work
towards understanding customers, markets and products. The compa moved over times
from apparel manufacturing to distribution to franchisee reta departmental format
retailing to hypermarket format of retailing. The compare the path of continuous learning
and implement learning's.

Respect
The company has respect for every individual whomsoever it may be that's why even
employees been considered as internal customer, Suppliers/Vendors are being as partners
in progress and company believes in relationships to delivery customers rather business
transactions/deals.
Introspection
Introspection is the key corporate value. The company has passed through strategic points
of inflection in the short life spun so far and came out well a times. The company is a
living organisation and always looks to itself first the: The introspection has helped the
company to move over times, from smaller ft big & multiple formats of retailing to target
all sections of society.

COMPANY VISION
Pantaloon has been a pioneer in introducing the concept of mega retail stores i called
'Pantaloons' for the entire family. In an extremely price-sensitive mar] India, the
20

Pantaloons chain of stores has been successful in maintain! equilibrium between quality
and price.
Products that offer real value for money
Through its chain of Pantaloon stores, the Company has brought to the Indian an
ambiance conductive for shopping, and offers customer tremendous convenience to shop.
In addition, the superstore also offers a varied range of brands encompass every aspect of
modern dressing in India.
Caters to the entire household
To complete the idea of a family store, besides garments, Pantaloons also household
items, home furnishings, books, infant necessities, toys, music, accessories, etc.
Customer assistance par excellence
With Pantaloons, the company believes in providing assistance par excellence customers,
despite the stores being self-service stores. The company aims to value to the customers
through various unique avenues.
Providing service of customized suits within 48 hours
One of the services being tested presently by Pantaloons is unique customized tailoring
for trousers, blazers and suits, delivered to the customer within 48 hour.
No question asked exchange policy
Another highlight of the Pantaloons service is "No question asked" exchange which
allows customers to exchange products within 30 days of buying them, v giving any
reason.
Building long term relationships
To further enhance and build long-term-relationships with its customers, Pant offers
membership of the "Privilege Club" to its select customers.
As Pantaloons moves into the era of Multi-brand and Multi-product retailing it i
for its privilege program to mature. In our constant effort to offer our customized
best service, we are migrating to a new privilege card- the GREEN CARD
21

Major Milestones

1987
Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser,
Indias first formal trouser brand.
1991
Launch of BARE, the Indian jeans brand.
1992
Initial public offer (IPO) was made in the month of May.
1994
The Pantaloon Shoppe exclusive menswear store in franchisee format launched
across the nation. The company starts the distribution of branded garments through
multi-brand retail outlets across the nation.
1995
John Miller Formal shirt brand launched.
1997
Pantaloons Indias family store launched in Kolkata.
2001
Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain
launched.
2002
Food Bazaar, the supermarket chain is launched.
2004
Central Shop, Eat, Celebrate In The Heart Of Our City - Indias first seamless mall
is launched in Bangalore.
22

2006
Fashion Station - the popular fashion chain is launched ALL a little larger exclusive stores for plus-size individuals are launched
2008
Future Capital Holdings, the companys 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.

Pantaloon Retail (India) Limited

Pantaloon Retail (India) Limited is Indias leading retailer. The company
operates across multiple segments including Food, Books & Music, Fashion, Telecom
& IT, Home & Electronics, General Merchandise, Leisure & Entertainment, Wellness,
Health & Beauty and E-tailing and that helps the company cater to every Indian
customer.

Some of the leading formats include.

Pantaloons : department store

Central : seamless malls
Blue Sky : fashion accessories
ALL : fashion apparel for plus-size individuals
Big Bazaar : hypermarket
Food Bazaar : supermarket
Fashion Station : popular fashion
Collection i : home furnishings
E-Zone : consumer electronics
Depot : books and music
Shoe Factory : footwear
Headquartered out of Mumbai, the company operates more than 331
outlets covering 5 million square feet of retail space, spread across 40 cities
and has over 25,000 employees.
23

Fact sheet
Company Name: Pantaloon Retail (India) Limited
Corporate Headquarters:
Knowledge House,
Shyam Nagar, Jogeshwari (East),
Mumbai 400 0600
Background: Founded in 1987 as a garment manufacturing company, the
company forayed into modern retail in August 1997 with the launch of its
first department store, Pantaloons in Kolkata.
Listing: Pantaloon Retail is a listed company on the Bombay Stock
Exchange (BSE, Scrip Code: 523574) and National Stock Exchange(NSE,
Symbol: PANTALOONR).
Employee Strength: 25,000

Big Bazaar
Big Bazaar, is the chain of retail stores of the big banner Pantaloon
Retail (India) Ltd., which in turn is a segment of the Kishore Biyani, regulated Future
Group of Companies.
Moreover the customer friendly ambiance and the organized retailing of products also
make Big Bazaar one of the successful retail companies in India.

Big Bazaar: Overview

Big Bazaar, a part of the
Pantaloon Group, is a hypermarket offering a huge
array of goods of good quality for all at affordable
prices.
Big Bazaar with over 50 outlets in different parts of
India, is present in both the metro cities as well as in the
small towns.
24

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.
The variety of product range in Big Bazaar:
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 salable
products.

The significant features of Big Bazaar:

DEPARTMENT STORES
Big bazaar operates in a two floored building and the four floors are divided into various
sections called Department Stores.
The various department stores are:
1. Food Bazaar,
2. Wellness,
3. Customer Service Desk,
4. Plastics - Utensils - Crockery Department,
5. General Merchandise,
25

6. Mobile Bazaar,
7. Apparels,
8. New Business Development,
9. Electronic Bazaar
10. Furniture Bazaar
I. FOOD BAZAAR
- Whole Sale Price
Flagged off in April 2002, Food Bazaar is a chain of large supermarkets with a o
difference, where the best of western and Indian values have been put together to ensure
o the satisfaction of the customers while shopping. Food Bazaars concept is to create and
blend a typical Indian Bazaar and international supermarket atmosphere with the
objective of giving the customer all the advantage of Quality, Range and Price associated
with the large format stores and also the comfort to See-Touch and Feel the products. The
western values of convenience, cleanliness and hygiene are offered through pre-packed
commodities and the Indian values of See-Touch and Feel are offered through the bazaar
like atmosphere created by displaying staples out in open. All product are economical and
at affordable prices without any compromise on quality.
Food Bazaar mainly deals with three categories of products: Food, Non Food & Staples.
FOOD
Ready to eat

Snacks

Ready to fry

Health Drinks

Hungry Kya

Tea & Coffee

Pickles

Noodles & Vermicelli

Sauces

Deserts

NON-FOOD
This section has two divisions: Personal Care and Home Needs.
Personal care

Home Needs

Shaving Needs

1.

Toilet cleaners

Sanitary

2.

Detergent
26

Oral care

3.

Liquid Soaps

Soaps 4.

4.

Insect Killers

Skin care

Shampoos

Hair oils

STAPLES

Cereals

Rice

Spices

Masalas

Flavors

The contribution of Food Bazaar to the total business is 30%.

The Food Bazaar employees are highly productive. They strive hard to give the
customers the best of services. They boost the sales through their conduct. They are well
groomed. .Food Bazaar attracts masses as well as the classes. It is purely a self service
store.
The store layout is convenient and keeps good walk able spaces even in rush ( situations.
The products are neatly displayed using shelves, fin wired shelves, crags etc. Signatures
are used for providing information of the products.
Vendors visit Food Bazaar for taking orders of the merchandise. The products that
are required are identified by food Bazaar category team and based on this requirement
Purchase Order is issued. The material is then issued by the Vendor in accordance to the
purchase order.
While in warding care needs to be taken to check that material in warded are in
accordance to the purchase order. Quality check of the in warded material is also
27

Important at this point.

Note. Food Bazaar does not deal with the merchandise of eggs, milk and curd.

2. APPARELS

FASHION FOCUS
Big Bazaar continues to be a fashion-led delivery format, with fashion comprising
about 40 per cent of its revenues. Fashion got a further fillip through the standardization
of the visual merchandise at all existing and new stores. The communication focused on
it being the fashion destination of the masses.
Big Bazaar Getting Bigger
An interesting development has been the increase in the categories and micro merchandising at Big Bazaar. New
categories like consumer electronics, furniture, communication, food and beverage, pharmacies, beauty retail, salons,
books, stationery and music are being added and Big Bazaar is getting bigger in space. A Big Bazaar store measuring
more than 150,000 square feet opened in Bangalore in October 2006. This takes Big Bazaar to the next level.

Private Label Initiatives

On the private label front, the company increased its share of private brands as a
percentage of the total fashion revenues from about 40 per cent in 2005-06 to over 50 per
cent in 2007-08. For the year under review, the private label fashion category also
witnessed a significant growth over the past year by nearly 120 per cent.
Big Bazaar Fashion-Private Label Brands
Big Bazaar has gradually introduced private labels in fashion over the last few
years. Every year, new private labels are introduced to increase their share over other
brands.
Some of the private labels launched include:
Ctee

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A brand of T-shirts with smart lines and remarks, it is targetted at the young and youngat-heart. It comes in 3 lines-pink for women; green for pre-teens and blue for men.
Knighthood
It is the mens formalwear brand with a wide range that includes formal shirts, trousers,
suits, blazers and basic mens accessories like ties and handkerchiefs.
DJ&C
Indias cool answer to international labels is positioned for the 20-35 year age group. It
targets both men and ladies and the range includes designer denims, casuals, street-wear
and campus-wear.
DJ&C Sports
This is a unisex sportswear range for the age group of 20-40 years.
Shatranj
The mens ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani
sets.
Shyla
True to its tagline `what women want, Shyla offers a complete range of formal/semicasual line of ladies tops, trousers, skirts, etc.Srishti
The complete ethnic wear range offering a range of traditional designs for ladies,
encompasses both salwar kameez sets and mix-n-match/fusion wear.
Pink n Blue
The kids brand range created to celebrate the spirit of childhood, has the blue range for
boys and pink for girls. There is an infant line available as well. Pink n Blue covers the
entire apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and
ethnic-wear/occasion-wear.
Apparels Section is divided into four categories: Mens, Ladies, Kids and Home linen.
MENS

LADIES

Formals

Western

Casuals

Sarees

Ethnics

Dress materials
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Accessories

Accessories

Nightwear

Nightwear

Denim & T-shirts

Tops

KIDS

HOMELINEN

Boys

Bed Sheets

Girls

Bed covers

Mix N Match

Blankets

Infants

Pillows

Accessories

Pillow Covers

Diapers

Razai

The total contribution of apparels is around 32% out of which ladies is around 6.5%, Kids
is 4.5% , Home is 6% and Mens is 12%.
Situated on the second floor, Apparels department has a wide variety of clothing
in all its sections. The layout of the store is quite spacious and comfortable for shopping.
Mannequins are placed at promotion areas. Water fall bins, 4 arm, 6 arm derads, shelves,
step tables and gap tables are conveniently used to display the products. Signages are
placed at proper places for customer convenience. Apparels are placed pattern wise and
not practicing color or size blocking techniques which would be recommended.
Large number of accessories are available in all sections which include diapers, caps,
belts, scarf, wallets etc.
3. GENERAL MERCHANDISE
The main sections falling under General Merchandise are:
1. Luggage,
2. Foot wear,
3. Toys and
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4. Sports.
Toys section includes soft toys, dolls, cars, battery based and key based toys, board
games, infant toys, puzzles, educational toys and many more. Remote control cars and
teddy bears are the fast moving items in this section.
Luggage section deals with variety of suitcases, bags, purses, briefcases, travel
accessories, wallets etc. There are a wide range of products in this section. Branded and
non branded both items have been kept for display.
Footwear section is again divided into sections - Ladies, Mens, and Kids. Each section
has variety of shoes both formal & sports, slippers, sandals, bathroom slippers etc.
Accessories like shoe polish, socks, laces are all available in this section.
General Merchandise contributes to around 12% of the total sales.
4. ELECTRONICS BAZAAR
Electronics is an ever evolving field and hence is a fast moving market. New
products keep cropping in and so are the old products out dated. New technology and
hence new features continue to flow in, forcing the past technology to mark down. Thus it
is extremely necessary for the store keepers to keep their goods fast moving before they
get out dated.
This section in Big Bazaar is sub divided into following sections:
Cool and Clean A/Cs, Refrigerators, Water purifiers.
-Sight And Sound TV, Home Theatre, Stereos.
My Things
Digital Cameras, Camcorders, MP3, MP4 players, Laptops.
-Small Appliances 31

Fans, Irons, Mixers

Services provided
1. Home Delivery - Any purchases above Rs.5000 is be provided free home delivery
service. This service is undertaken by Home Solutions Retail India Ltd. (HSRIL) which
is a sister concern of Pantaloon Retail India Ltd. If demanded products are not available
in the showroom, then HSRIL collects the said product from warehouse and delivers it
within 2 days.
2. After Sales Service - This service is provided by the manufacturers. Heavy products
like washing machines, refrigerators, also known as white goods are repaired at
customers residence.
4. MOBILE BAZAAR
Mobile bazaar has following sub-sections 1. Hand Sets
2. Connections
3. Accessories
4. Recharge
Mobile Bazaar has good collection of different variety of mobiles like Nokia, Fly, Sony
Ericsson, Samsung, Motorola. They do not provide any after sales service. Customers
have to contact the respective mobile company service centers for getting service.
Mobiles are high end products and special care has to be taken for their security. Daily
sales check list is prepared and stocks are verified at the store opening and closing times.
Mobiles are kept in drawers which are locked and sealed at store closing times. The seal
has to be duly signed by the concerned department Manager. Seal is checked before
opening at the time of store opening.
Total contribution of Mobile Bazaar to the total sales is around 6%.

32

5. FURNITURE BAZAAR
This section includes variety of furniture - sofas, centre tables, dining sets, show cases,
study tables, computer tables, beds, beddings, side tables, TV units, utility shelves and
accessories. There are a large number of products which are displayed but not all of them.
There are catalogs to view all the available range of products. One year warranty is
offered with all the furniture items.
The team members in this section include a few fitters. Free Home delivery is
offered similar to electronics bazaar. Fitters are sent at the time of home delivery for
fitting the furniture items at customers residence.
At the time of booking a furniture item, the stock list is checked to find out if the
stock for that particular item is present in the ware house. If the item is out of stock, no
order is taken and the customer is asked if he could wait for more days.
At the time of booking, the customers have to settle full cash payment of the item
they book. The Chelan form is then filled for the product details, customer address,
booking date and delivery date. These details are mailed to category team who in turn
sends the stock transfer number to the store. On the day of delivery, item is collected
from the ware house and sent to the customer address accompanied by the fitter, if
needed.
Limitations: Most of the customers ask for the home delivery on holidays. So it becomes
difficult for the store members to accommodate so many home deliveries on the same
day. Also, the number of fitters are few which is another limitation.
6. PLASTIC - UTENSILS CROCKERY (PUC)
This department has a wide range and variety of items. Utensils of different sizes and
shapes are displayed. Big Bazaars own brand- Dream Line is also available here along
with many others. Cookers and gas stoves are fast moving items of this section.
Containers, buckets and a whole lot of products are available here in various sizes, shapes
and colours. Big Bazaar has it own brand items in the plastic section as well.

33

In crockery section too, wide range of mugs, cup-saucers, plates, bowls, glasses,
dinner sets, decorative articles are available. Branded companies like La-opala make
good business here.

7. DEPOT: Depot section consists of books, greeting cards, stationery items, educational
items, multimedia, music, videos etc. This section doesnt have a great collection of items
especially of books. Its comparatively a small section.

8. WELLNESS
Wellness department has sections named Tulsi and Star & Sitara.
Tulsi deals with herbal medications and healthy food items.
Star & Sitara consists of cosmetics, Beauty lotions, fragrant sprays, and herbals.

9. NEW BUSINESS DEVELOPMENT (NBD)

NBD has following sections:
1. Automobile accessories - As the name suggests, it deals with accessories related to
automobiles especially

cars.

2. Shringar This section includes fashion jewellery like bangles, rings, ear rings,
necklaces and so on. Here one can also find fragrant sprays- perfumes, deodorants etc.,
3. Sunglasses, Watches and other miscellaneous items can also be found in this

section.

10. CUSTOMER SERVICE DESK (CSD)

34

Customer service means meeting or exceeding the customers expectations and needs.
Customer Service is not a one time activity, it should reflect in each and every activity.
Be it the facilities, layout of the store, communication and interaction or the company
policies, all affect the customer service.
CSD has been formed to take care of customer needs and problems. CSD also provides
various services like 1. Alterations with respect to apparels
2. Exchanges of merchandise
3. Gift wrappings
4. Baggage counters for safe deposit of customer baggage.
5. Share with us - Customer feed back
6. In-store communication- transferring telephone calls
7. Free gifts
8. Sale of gift vouchers
9. Home delivery for food bazaar
10. Home delivery for electronics and furniture

The store operations are divided into various operations which are
carried out by the respective functional departments.
Human Resource Department.(HR)
Logistics Department.
Commerce Department.I.T Department.
Maintenance and facility Department.
Administration Department.
Visual Merchandising Department(VM)

35

1) HUMAN RESOURCE DEPARTMENT

Human resource development deals with the following1. Manpower recruitment.
2. Manpower training and development
3. Maintaining personal record of employees
4. Deciding salaries and wages
5. Employee welfare
Manpower RecruitmentRecruitment for the position of Team Members, Team Leaders, and
some times even Assistant Department Managers is done at the store by
the HR head, Store Manager and Assistant Store managers. However for
the recruitment of higher posts like Department Managers, Assistant Store
managers and store manager, the selection is done at the zonal office.
All candidates have to undergo a selection process. This process comprises of the the
written test followed by group discussion, role play and the final interview.
Man power Training and developmentThe main idea behind this program is to develop knowledge, skill and attitude required
by an individual to perform adequately a given task. This training program has been
successfully improving the performance of the employee and which in turn has enhanced
the organizational performance.
Various training programs along with the written test at each of the training levels have
been designes. They are cashiering training, group philosophy, training on retail business,
values, sales trainee, polices, product knowledge etc.
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Maintaining Employee RecordsThe personal information of each employee is maintained in the SAP. Information related
to leaves, provident fund, gratuity, Employee state insurance, Bonus, Salary, Personal
loan etc. is maintained by the HR department.
Deciding Salary and wages
The salary is finalized considering the following factors:
1. Current salary level.
2. Qualification and Experience.
3. Level at which the job is offered.
4. Existing salary levels in the organisation.
5. Market Trends.
Various leaves are available to the employees like casual leave, sick leave, earned leave,
maternity leave, all purpose leave, paid holiday, compensatory off and weekly off. Any
changes in the salary are made on the basis of appraisal and overall rating of the
employees.
Employee Welfare:Every organisation conducts welfare activities for its employees. The
welfare activities in Big Bazaar are unique by themselves. Following are the welfare
activities in Big Bazaar:
1. Award to staff who help in pointing pilferage
2. Cultural activities to provide scope for their hidden talents.
3. Long Term service awards.
37

4. Birthday Celebrations.
5. Yearly party.
6. Extra benefits for night shift employees.
2) LOGISTICS DEPARTMENT
The inventory levels of the store have to be maintained to avoid any stock outs. Logistics
department is mainly concerned with the stock management in the store. They maintain
the supply flow of required stock. The focus of logistic department in on removing
inefficient in fulfilling customer demands in real time.
Role of Logistics department

Safe and reliable transport in as much low price as possible.

Constant contact with distribution teams(trucks, trains..) and track where the
material is.

Partnership with transportation firm so that cost and transport can be shared if the
shipment does not occupy the whole truck space.

Merchandise received from the central warehouse or vendors are taken to the store after
undergoing the inward process. The excess merchandise is stored at the warehouse of the
store till the time merchandise displayed on the floor gets sold out. It refers to the
effective and cautious way of moving the merchandise from store warehouse to
respective section inside the store where they have to be displayed. And sold to the
customers
Stock Flow in Big Bazaar:
Stock indenting: It is the process where the stock on the floor and stock in hand is
checked and if there is any shortage the stock is demanded from the category team at the
zonal office through mail. Peak season demand has to be taken into consideration as well.
38

Category team, can called as the buying team, accumulates all such demands from
various Big Bazaar outlets, and create purchase orders(PO). The Pos are sent to the
suppliers in turn. Suppliers send the merchandise either to the central warehouse or
directly to the store. Invoice is created by the supplier and transferred to the category
team in zonal office or to the store directly.
Central warehouse then creates the Stock transfer note and transfers the merchandise to
the concerned store depending on their demands. Also, an Internal Stock transfer note is
prepared at this level for company to company transfer which is tax free.
Logistic Department of the store finally receives the desired stock. A Goods Receipt Note
is prepared at this stage.

Stock Flow
Indenting at

Category Team
Supplier
Warehouse

Return to
supplier

Store
Customer

39

Other guide lines for the logistics department are1. Merchandise would only be moved from store opening till 1 pm. In no case
should it be moved at peak hours.
2. TM/TL will decide about the movement of merchandise. Heavier merchandise is
moved in bigger trolleys, and smaller trolleys.
3. A daily check of expiry date of merchandise to be carried out. Damaged/Exposed
merchandise to be removed from the shelves regularly and moved to warehouse.
4. In case of scrap/damage disposal, approval of commercial manager needs to be
taken. Damages like rat eaten stock, especially foods are generally not taken back
by the vendors.

3) VISUAL MERCHANDISING
Visual Merchandising Department helps in educating the customer about the
product/service in an effective and creative way while enabling a successful selling
process. Effective visual merchandising helps in drawing the attention of the customers
and helps them to match their needs.
Duties and responsibilities

Communicate with managers of department stores to workout floor layout and

display points as well as how and what items are to be displayed.

Design window or internal displays besed on a theme style or trend of advertising.

Dress mannequins and use appropriate lighting to display merchandise for the
best presentation possible.
40

Arrange signage.

Takedown display after promotion.

This department not only deals with the promotional displays inside the store but also
outside the store. Putting hoardings, which are very large boards of advertisements
usually found by the roadside or putting window displays, which are setting the scenes of
what the customer will find inside the store, is also under the scope of Visual
Merchandising Department.
4) COMMERCE DEPARTMENT
The role of the Commerce department refers to cashiering. Their functions include cash
management and cash trouble shooting.
Cashier process: It includes accepting the merchandise from the customer, scanning it,
creating the bill, accepting the payment and finally packing the merchandise for the
customer. The cashier should count the total number of items of merchandise and
compare it with the bill. Then that number has to be noted on the bill copy.
The cashier accepts the payment for the bill in the form of cash, cards, gift vouchers,
sodexho passes. Through point of sale software, total sales at point can be determined. At
the closing time the cashier handover the cash, credit notes, gift vouchers and Sideshow
passes to the Head Cashier. He verifies the amount with the sale amount and in case of
any difference, he balances the amount from respective cashier salary. Hence it is a job of
a great responsibility for the cashiers. The next morning, the cash is deposited in the
bank.
5) ADMINISTRATION DEPARTMENT
Admin department is divided into following sections:

41

1. Security services: The security personnel are under contract basis. They are
security staff working for Pantaloons Retail India Ltd (PRIL). The complete store
security and movement tracking are under their control.
2. House Keeping: Their main duty is to look after the cleanliness and overall
hygiene of the store. The admin manager creates checklists for the cleaning
schedules and the team members work in accordance to those checklists.
Checklists include cleaning the floor, lifts, escalators, staircase, window panes,
various shelves and display racks, AC ducts, Glass walls, trolleys, baskets,
parking areas etc.
3. Packers: Proper packing of the sold goods is required before handing it over to the
customer. Helpers to the cashiers are appointed to do this job. Packing the food
items, items to be handled with care and other items all separately is their job.
4. Loaders: Few people are appointed to load and unload merchandise from trucks
and cautiously transfer them to the desired location in the store.
5. Standard operation and procedures: In this section various registers are
maintained

Key movement register- The various store keys are maintained by

different staff members. These people have to make entries in their register
regarding the keys they carry.

Staff Value declaration register- Every staff member while entering the store has to
declare the amount of cash with him/her. This is done to
6) MAINTENANCE AND FACILITIES DEPARTMENT
The functions of this department are1) To check the functioning of various items like Escalators, ACs, Frozen section,
Lighting equipments etc.
42

In case of their malfunctioning, repairs have to be carried out as soon as possible

to ensure proper store operation.
2) To check and note the opening and closing electricity meter readings and prepare
a monthly statement.
o

Ensure safe and consistent power supply at the store.

minimize thefts within the store.

o Customer Footfall Report: This register is updated every hour. The total
number of customers that entered the store in that hour are counted and
noted down in this register.
o Staff Purchase Register- Entries are made in this register regarding the
purchases made by the staff members in the store.
o Staff Grooming Register- Entries regarding the appearance, personal
hygiene, presenting self and dress code of the team members is made. A
long checklist regarding staff grooming is referred to make these entries.

7) I.T. DEPARTMENT
The software used on PRIL showroom is Retail Enterprise Manager (REM). In this all the
information concerning the product like, name, category barcode number, MRP, discount
rate, net price etc are stored.
Day opening and day closing are the important activities in REM, where REM will allow
the users to start transactions for the day and freeze all document transactions made for
the day respectively.

43

Organizational Structure (Zonal)

President
Vice President

Marketing
Manager
Mkng Head

HR Category Manager Finance Manager Operation

Manager
Head
HR head

Category Head

Finance Head

Store

manager

Store Structure
Store Manager
Assist Store Manager

Dept Manager Human Resource

Marketing Assist DM

Administration

Visual Merchandise
Assistant HR

Info Tech

Maintanance

Cashing Dept
44

Team leader
Team Members
Security
CSD
Departmental Managers:
There are 21 departments in this store like Electronic dept, Depot dept, NBD dept,
Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies Dept, Mens Dept, Furniture
Dept, Footwear Dept, Home Dcor Dept. Each department will be assigned with targets
which have to be achieved within the assigned period that may be of Daily, Weekly,
monthly and yearly.
Each department has a department Manager & Assist DM. Their job is concerned
mainly with sales. They look after customers orders delivery post sale service if any etc.
All Dept managers ADM, Team members work under coordination & cooperation.
They are also responsible for the placing orders of the goods incase of shortage here they
have to send indent specifying the amount of products needed at the store. They have to
report periodically the performance of the department to the store manager.

Administration:
Store administration comes under Store Manager its functions are store maintenance,
House Keeping, Security etc. Store manager has to control all the activities within the
store. He has to communicate all the departmental managers and assistance
departmental managers regarding any new offers, regarding their targets etc. Sore
manager has to see the operation at the store is being performed in coordination and
cooperation he has to communicate with the corporate office regarding any changes
being applied at the store.
45

Introduction of the
study

46

Introduction of the study

The Indian mens apparel industry is expected to burgeon at a CAGR of
14.86% from 2008 to 2010, according to new research report ""Booming Men
Apparel Market in India"". The report gives an insight into the expanding mens
apparel industry in India. It has been made to help clients in analyzing the
opportunities, challenges and drivers critical to the success of men apparel industry.
The demand for ready-made garments in rural India will surge at a CAGR of
16.50% to reach Rs.42918 Crore by 2010.
Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs.
25,000 Crore by 2010.
Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in
2003.
In 2007, mens apparel industry was mainly dominated by shirts (in value terms)
accounting for 36.5% of total mens segment.
The Indian fashion industry is expected to rise at a stupendous pace of 22.67%
through 2012 from 2007.

Key Players

Madura Garments,
Provogue India Ltd.
Raymond Apparel Ltd.,
Pantaloon Retail (India) Ltd.
Levi Strauss & Co. etc.

It is very important for any company to know how the customers buying behavior
towards products, services or the organization as a whole and even each department
performance with in organization. It is the customers buying behavior which influences
the products and services of the organization. If the organizations makes an attempt to
find the consumer purchasing behavior as department wise then, it can alter its products
accordingly and offer to its customers. So understanding the customers behavior and
their satisfaction is a very difficult and vital task for the organizations.
Housewife and students are the customers who visit the store most. The store
targets mainly middle class income group. Most the respondents would like to visit the
store once in a week. Customers believe that most of the products are available less than
one roof .i.e. it is a one stop shop. The respondents are pretty much comfortable with the
quality of the products offered at the store. Offers and advertisement are the most
influencing factors to visit big bazaar.

47

Keeping this background in mind the area chosen for study is:
PROJECT TITLE
Study on Consumer Behaviors towards Mens Apparels in Hubli Region
at BIG bazaar
Need for the study
Big Bazaar has newly established its Hubli store on last 29 th July 2007. The Big
Bazaar has done analyzing of projects to know the consumer expectation, consumer
satisfaction level and now the Big Bazaar has gained good grip on the Hubli market, but
For them its become to difficult to know the buying behavior of consumers towards
mens apparels instead of having a so many good brands and offers. So the main need for
Consumer Behaviors towards Mens Apparels in Hubli Region.

OBJECTIVES
1) To under stand the factors which influence consumer to visit Mens apparels
in Hubli at Big- Bazaar.
2) To know the consumer expectation from mens apparels department
3) To ascertain the satisfaction level of consumers of Mens apparels in Hubli at
Big- Bazaar.
4) To know the awareness level of various promotions and service facility
provided by mens apparels in consumer mind set.
5) To know pre purchase, purchase and post purchase behavior of consumer
toward mens apparels

Benefits to me:
The project helped me to have an insight of the consumer behavior towards Big
Bazaar Hubli particularly towards mens apparels department .I came to know, The
concept of consumer thinking process towards shopping & what are the expectation of
48

consumer towards Big Bazaar Hubli. And what are the different offers executed by Big
Bazaar during my project. And it was more about live project and, I am able to
understand different aspects with regards Big Bazaar Hubli.

Utility of the project:

The project will be helpful to the organization as it helps in increasing the sales through knowing the
buying behavior.

It will facilitate the management to know about the drawbacks by

mens apparels department and to improve on it.

This project will give me a great exposure regarding business analysis

and good knowledge of customer buying behavior. I will come to know
different parameters influencing the sales and how to overcome the
drawbacks.

This project will also helps in

Understanding parameters influencing customers pre and post
purchase behavior
Designing offers and increase sales.
Different techniques which help to build different promotion
activities according to consumer expectations.

Limitations of the project

The customers were covered in and around the above areas only and cannot
be treated as the survey and the responses of the Hubli as a whole.
As the study was conducted as a part of the curriculum, the time available to
procure data restrained the sample to 100 customers.
As customers were reluctant and scared to provide actual information,
response is likely to be biased in some cases. Some customers were unaware
of some items.
Some of the customers responded very well to the questionnaires and were
grateful to the product what they have purchased but some of them even did
not bothered to allow me to interact with them because they didnt want to
spend their time.
49

Research
Methodology

Research design:
50

Since the study is on retail sector first the detail study of the store is been conducted
about its Management team its structure the number of departments which all brands does
the store has, who are its suppliers about its warehouses.
OBJECTIVE OF THE STUDY:

To under stand the factors which influence consumer to visit Mens

apparels in Hubli at Big- Bazaar.
To know the consumer expectation from mens apparels department
To ascertain the satisfaction level of consumers of Mens apparels in
Hubli at Big- Bazaar.
To know the awareness level of various promotions and service
facility provided by mens apparels in consumer mind set.
To know pre purchase, purchase and post purchase behavior of
consumer toward mens apparels

Sampling Method:
Since the study is restricted to Retail sector, all the functional Departments of Big
Bazaar and the respondents are found at the store only so according to the convenience
randomly they are being picked so Sampling method is used in this study is Random
Convenient Sampling.
Sampling: Sample size

: 100 respondents

Sampling Method

: Random Convenience sampling

Sample Plan

: Personal Interview

Sample Unit

: Respondents in Hubli city

Data Collections Methods:51

Primary data: The Data collected for a specific purpose for the first time is Original
known as Primary Data. The primary data was basically collected in two different ways,
they are : 3) Observation Method

2) Questionnaire Method

In the observation method instead of asking the respondents about the behavior
and attitudes, an Observation was done and the data was collected.
The Questionnaire method is a powerful tool to collect the information a
structured Questionnaire involves in asking the questions in a prearranged order. This
research contained a questionnaire that had structured (prearranged order), open ended
(free answer questions) and close ended (limited answer can be given) questions. Some
were also dichotomous questions i.e. having only two options to answer.

Secondary data:
The data that is collected from the published sources i.e. not originally collected
for the first time is called secondary data. During the research the secondary data was
collected from Company website, Customer data base, Company report, Books and
publications, related information from net Big Bazaar records.

Area of research: Hubli city

Research approach: Survey method

Measuring Tool:

Simple percentage method

Graphical representation using data code sheet

Analyze the collected information:

52

This involves converting raw data into

useful information. it

involves tabulation of data and using statistical measures on them for

developing frequency distribution and calculating the averages and
dispersion.

Report research findings:

This phase will mark the culmination o the research effort. The report
with the research finding is a formal written document. The research findings and
personal experience will be used to propose recommendation and prepare
dummy.

DURATION OF THE PROJECT:

2 MONTHS

53

Mode of Analysis

Age

54

AGE
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

18-24

34

34.0

34.0

34.0

24-34

30

30.0

30.0

64.0

35-44

20

20.0

20.0

84.0

MORE THAN 44

16

16.0

16.0

100.0

100

100.0

100.0

Total

As above graph shows 34% respondents from a age group between 1824, 30%respondents are age group between 24-34, 20%respondents are age group
between 35-44 and 16%respondents are age group between more than 44.its clearly show
that the whole 100 sample of respondents for survey has been covered a all age group
peoples and its a heterogeneous group which varies in their income ,age and occupation.

Martial status:

55

MartialStatus
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

SINGLE

58

58.0

58.0

58.0

MARRIED

42

42.0

42.0

100.0

100

100.0

100.0

Total

From above graph out of 100 respondents58% respondents are single and 42%
respondents are married and this data helps to analyzing the type of cloth preference by
the consumers that is weather they prefer more casuals, formals, party wears, ethnics etc

Household Yearly Income

56

Household Income
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

LESS THAN 1 LAKH

14

14.0

14.0

14.0

1LAKH-2LAKH

22

22.0

22.0

36.0

2LAKH-5LAKH

38

38.0

38.0

74.0

MORE TAHN5LAKH

26

26.0

26.0

100.0

100

100.0

100.0

Total

From above graph out of 100 respondents nearly 14% respondents from less than
1lakh income group, 22% respondents from 1lakh-2lakh income group,38%respondents
from 2lakh-5lakh income group and 26%respondents from more than 5lakh income
group. from above data we can say that consumers who visit Big Bazaar most of the part
covers by medium and high income group and low income group covers very less part of
it.

Occupation:

57

Occupation
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

PROFESSIONAL

22

22.0

22.0

22.0

STUDENT

31

31.0

31.0

53.0

HOMEMAKER

23

23.0

23.0

76.0

RETIRED

24

24.0

24.0

100.0

100

100.0

100.0

Total

From this above graph out of 100 respondents 22% consumers are
professionals,31% are students,23% home maker and 24% retired persons. it clearly
shows that to big bazaar all type of customers will visit for shopping and highest
percentage of it covered by students and professional persons

When shopping for an everyday dresses how many stores do you

typically visit?

58

Shop Visit
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

1 SHOP

19

19.0

19.0

19.0

1-2 SHOPS

32

32.0

32.0

51.0

2-4 SHOPS

32

32.0

32.0

83.0

MORE THAN 4 SHOPS

17

17.0

17.0

100.0

100

100.0

100.0

Total

From above graph we can see that 19% respondents will visit only single
shop,32% respondents visit 1-2 shops ,32% respondents will visit 2-4 shops and 17%
respondents visit more than 4 shops. Its tells us most of the consumers shows high
involvement in their purchasing habit.

Are you aware of various brands available in BIG BAZAAR?

59

Brand Awareness
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

YES

42

42.0

42.0

42.0

NO

58

58.0

58.0

100.0

100

100.0

100.0

Total

From above graph we says that nearly 42% respondents have aware of various
brands available in Big Bazaar and 58% respondents are not aware of various brands
available in Big Bazaar. From this we say that consumers prefer both branded and non
branded variety of apparels they are not brand specific.

If yes, which brand you prefer more?

60

Brand Prefernce
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

NO BRAND PREFERANCE

60

60.0

60.0

60.0

DJ&C

12

12.0

12.0

72.0

KNIGHT HOOD

14

14.0

14.0

86.0

STUDIO NYX

6.0

6.0

92.0

LEVISE SIGNITURE

6.0

6.0

98.0

AFL

2.0

2.0

100.0

Total

100

100.0

100.0

From above graph say 60% respondents are no awareness about the brands
available in Big Bazaar and they are not brand specific,14% consumers will prefer knight
hood ,12% prefDJ&C,6 prefer Studio nyx and 2 are AFL.From this we can conclude that
creation of brand awareness is essential to influence consumer purchasing behavior.

Are you satisfied with offers available in BIG BAZZAR in mens

apparels?

61

Offer Satisfaction
Cumulative
Frequency
Valid

SATISFACTORY
NEITHER SATISFACTORY
NOR DISSATISFACTORY
Total

Percent

Valid Percent

Percent

43

43.0

43.0

43.0

57

57.0

57.0

100.0

100

100.0

100.0

From above graph we can say that 43% customers have satisfied with the offers
and 47% of respondents not in dilemma state that is they are neither satisfactory nor
dissatisfactory. We conclude that offers which are available in Big Bazaar are have
successful in attracting the customers but consumers are unable to differentiate which
offer is best ones for them and they are in confusion state.

How you feel about service provided by sales executives in BIG

BAZAAR?

62

Service Satisfaction
Cumulative
Frequency
Valid

SATISFACTORY

Percent

Valid Percent

Percent

22

22.0

22.0

22.0

33

33.0

33.0

55.0

45

45.0

45.0

100.0

100

100.0

100.0

NEITHER
SATISFACTORYNOR
UNSATIFACTORY
UNSATISFACTORY
Total

From above graph, 22% respondents have satisfied with the service provided by
sales executives, 33% respondents have neither satisfied nor dissatisfied with the service
and 45% respondents are not satisfied with the service provided by sales executives

Which offer which you prefer more on apparels?

63

OfferPreferance
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

BUY ONE GET ONE FREE

32

32.0

32.0

32.0

50% OFF ON MRP

23

23.0

23.0

55.0

BUY ONE GET TWO FREE

33

33.0

33.0

88.0

OTHERS

12

12.0

12.0

100.0

100

100.0

100.0

Total

From above graph, 32% respondents prefer Buy One Get One Free, 32%
respondents prefer 50% off on MRP, 33% Respondents prefer Buy One Get Two Free
and12% respondents prefer other offers, from this we can say its very difficult to know
the consumers offer preference because it is influenced by price factor and consumer
needs.

In which occasion you buy more apparel?

64

Occasions
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

FESTIVALS

40

40.0

40.0

40.0

HOLIDAYS

22

22.0

22.0

62.0

ALL THE TIME

38

38.0

38.0

100.0

100

100.0

100.0

Total

From above graph .40% respondents prefer more apparel in during festival
seasons, 22% peoples prefer during holidays and 38% respondents prefer all the time.
From this its clearly shows consumers shopping trend has been changed and there is no
time restrictions for purchase of apparels

How you feel BIG BAZAAR mens apparels compare to other retail
shops?

65

Comparision
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

VERY SUPERIOR

23

23.0

23.0

23.0

SUPERIOR

35

35.0

35.0

58.0

EQUAL

36

36.0

36.0

94.0

6.0

6.0

100.0

100

100.0

100.0

INFERIOR
Total

From above graph respondents have shown following opinions about the
comparison between Big Bazaar and other retail shops.23% respondents says very
superior,35% respondents says superior,36% respondents says equal and 6% respondents
says inferior.

Which apparel you prefer more?

66

Apparel Preferance
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

CASUALS

36

36.0

36.0

36.0

FORMALS

41

41.0

41.0

77.0

PARTYWEARES

19

19.0

19.0

96.0

4.0

4.0

100.0

100

100.0

100.0

ETHNICS
Total

From above graph 36% respondents prefer more casuals, 41% respondents prefer
formals, 19% respondents prefer party wears and 6% respondents more prefer ethnics.

Which factor influences most to purchase of Mens Dresses?

67

Factor Influence
Cumulative
Frequency
Valid

Missing
Total

Percent

Valid Percent

Percent

BRAND NAME

26

26.0

26.5

26.5

OFFERS

24

24.0

24.5

51.0

QUALITY

17

17.0

17.3

68.4

DESIGN

4.0

4.1

72.4

COLOUR

27

27.0

27.6

100.0

Total

98

98.0

100.0

2.0

100

100.0

System

From above graph, 26% respondents preferred brand name, 24%

respondents preferred offers, 17% respondents preferred quality, 4% respondents
preferred design and 27% respondents preferred color is the most influencing factor for
purchase of apparels.

Are you aware of promotional activities provided by BIG BAZAAR for

purchase of Dresses?

68

Awareness Of Promotions
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

YES

34

34.0

34.0

34.0

NO

66

66.0

66.0

100.0

100

100.0

100.0

Total

From above graph only 34% respondents are aware of various promotional
activities provided by Big Bazaar in mens apparels and 66% respondents are unaware of
various promotional activities.

Are you aware of service facilities provided by BIG BAZAAR after

purchase of Dresses?

69

Post Purchase Service Facility

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

YES

42

42.0

42.0

42.0

NO

58

58.0

58.0

100.0

100

100.0

100.0

Total

From above graph, only 42 respondents are aware of post purchase services facilities
and 58% respondents are unaware of post purchase service facilities provided by Big
Bazaars mens apparels

I buy cloth regardless of current fashion

70

Current Fashion
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

38

38.0

38.0

38.0

AGREE

28

28.0

28.0

66.0

NEUTRAL

23

23.0

23.0

89.0

DISAGREE

8.0

8.0

97.0

STRONGLY DISAGREE

3.0

3.0

100.0

100

100.0

100.0

Total

From the above graph, only 38% respondents are strongly agreed,28% respondents
agreed,23% respondents are neutral,8% respondents are disagree and 3% respondents are
strongly disagree with the above statement.

I am not concerned about fashion as am modest about prices and wear

ability

71

ModestPricesAndWearability
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

33

33.0

33.0

33.0

AGREE

39

39.0

39.0

72.0

NEUTRAL

14

14.0

14.0

86.0

DISAGREE

8.0

8.0

94.0

STRONGLY DISAGREE

6.0

6.0

100.0

100

100.0

100.0

Total

From the above graph, for the statement I am not concerned about fashion as am
modest about prices and wear ability only 33% respondents are strongly agreed,39%
respondents agreed,14% respondents are neutral,8% respondents are disagree and 6%
respondents are strongly disagree.

I prefer to buy well known designer labels rather than take a chance of
something new

72

WellKnownDesignLabels
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

20

20.0

20.0

20.0

AGREE

24

24.0

24.0

44.0

NEUTRAL

28

28.0

28.0

72.0

DISAGREE

21

21.0

21.0

93.0

7.0

7.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement I prefer to buy well known designer
labels rather than take a chance of something new only 20% respondents are strongly
agreed,24% respondents agreed,28% respondents are neutral,21% respondents are
disagree and 7% respondents are strongly disagree.

My friends regard me as good source of advice for fashion selection

73

Friends Regard
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

15

15.0

15.0

15.0

AGREE

34

34.0

34.0

49.0

NEUTRAL

26

26.0

26.0

75.0

DISAGREE

18

18.0

18.0

93.0

7.0

7.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement My friends regard me as good source of
advice for fashion selection only 15% respondents are strongly agreed,34% respondents
agreed,26% respondents are neutral18% respondents are disagree and 7% respondents are
strongly disagree.

I have confident that I have good taste in clothing

74

Confidence In Clothing
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

18

18.0

18.0

18.0

AGREE

24

24.0

24.0

42.0

NEUTRAL

22

22.0

22.0

64.0

DISAGREE

27

27.0

27.0

91.0

9.0

9.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement I have confident that I have good taste in
clothing only 18% respondents are strongly agreed,24% respondents agreed,22%
respondents are neutral27% respondents are disagree and 9% respondents are strongly
disagree.

I feel good when I buy something new

75

Feel Of New Buy

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

20

20.0

20.0

20.0

AGREE

35

35.0

35.0

55.0

NEUTRAL

25

25.0

25.0

80.0

DISAGREE

17

17.0

17.0

97.0

3.0

3.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement I feel good when I buy something new
only 20% respondents are strongly agreed,35% respondents agreed,25% respondents are
neutral 17% respondents are disagree and 3% respondents are strongly disagree.

I plan my shopping trips care fully

76

CareFullShoppingTrip
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

21

21.0

21.0

21.0

AGREE

35

35.0

35.0

56.0

NEUTRAL

25

25.0

25.0

81.0

DISAGREE

17

17.0

17.0

98.0

2.0

2.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement I plan my shopping trips carefully only
21% respondents are strongly agreed,35% respondents agreed,25% respondents are
neutral 17% respondents are disagree and 2% respondents are strongly disagree.

I prefer tailor look in clothing

77

Tailor Look In Clothing

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

14

14.0

14.0

14.0

AGREE

21

21.0

21.0

35.0

NEUTRAL

24

24.0

24.0

59.0

DISAGREE

30

30.0

30.0

89.0

STRONGLY DISAGREE

11

11.0

11.0

100.0

100

100.0

100.0

Total

From the above graph, for the statement I prefer tailor look in clothing only
14% respondents are strongly agreed,21% respondents agreed,24% respondents are
neutral 30% respondents are disagree and 11% respondents are strongly disagree.

Quality of merchandise I buy is more important than its fashion appeal

78

Quality
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

23

23.0

23.0

23.0

AGREE

30

30.0

30.0

53.0

NEUTRAL

27

27.0

27.0

80.0

DISAGREE

14

14.0

14.0

94.0

6.0

6.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement Quality of merchandise I buy is more
important than its fashion appeal only 23% respondents are strongly agreed,30%
respondents agreed,27% respondents are neutral 14% respondents are disagree and 6%
respondents are strongly disagree.

I never read fashion magazines or pay attention to fashion trends

79

Fashion Magzines
Cumulative
Frequency
Valid

STRONGLY AGREE

Percent

Valid Percent

Percent

6.0

6.0

6.0

AGREE

14

14.0

14.0

20.0

NEUTRAL

21

21.0

21.0

41.0

DISAGREE

35

35.0

35.0

76.0

STRONGLY DISAGREE

24

24.0

24.0

100.0

100

100.0

100.0

Total

From the above graph, for the statement I never read fashion magazines or pay
attention to fashion trends only 6% respondents are strongly agreed,14% respondents
agreed,21% respondents are neutral 35% respondents are disagree and 24% respondents
are strongly disagree.

A man would not look twice at a women who was not well dressed

80

Line
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

STRONGLY AGREE

24

24.0

24.0

24.0

AGREE

33

33.0

33.0

57.0

NEUTRAL

21

21.0

21.0

78.0

DISAGREE

14

14.0

14.0

92.0

8.0

8.0

100.0

100

100.0

100.0

STRONGLY DISAGREE
Total

From the above graph, for the statement only A man would not look twice at a
women who was not well dressed 24% respondents are strongly agreed,33% respondents
agreed,21% respondents are neutral 14% respondents are disagree and 8% respondents
are strongly disagree.

How you feel this statement? IS SE SASTA AUR ACCHA KAHI

NAHI!
81

Ise Sasta Aur Accha Aur Kahi Nahi

Cumulative
Frequency
Valid

SATISFACTORY

Percent

Valid Percent

Percent

30

29.7

29.7

29.7

44

43.6

43.6

73.3

27

26.7

26.7

100.0

101

100.0

100.0

NEITHER
SATISFACTORYNOR
UNSATIFACTORY
UNSATISFACTORY
Total

From the above graph, 30% respondents satisfied with the statement,44%
respondents are neither satisfied nor dissatisfied with the statement and 27% respondent
are not satisfied.

82

Findings

FINDINGS
Age group of respondents: 34% respondents from a age group between 1824, 30%respondents are age group between 24-34, 20%respondents are age group
between 35-44 and 16%respondents are age group between more than 44.

Marital status: 58% respondents are single and 42% respondents are married.
83

Household Yearly Income: 14% respondents from less than 1lakh income
group, 22% respondents from 1lakh-2lakh income group,38%respondents from
2lakh-5lakh income group and 26%respondents from more than 5lakh income
group.

Occupation: 22% consumers are professionals,31% are students,23% home

maker and 24% retired persons.

When shopping for an everyday dresses how many stores do you

typically visit:
19% respondents will visit only single shop, 32%
respondents visit 1-2 shops, 32% respondents will visit 2-4 shops and 17%
respondents visit more than 4 shops.

Are you aware of various brands available in BIG BAZAAR:42%

respondents have aware of various brands available in Big Bazaar and 58%
respondents are not aware of various brands available in Big Bazaar.

Brand you prefer more: 60% respondents are no awareness about the brands
available in Big Bazaar and they are not brand specific, 14% consumers will
prefer knight hood, 12% prefDJ&C, 6 prefer Studio nyx and 2 are AFL.

Are you satisfied with offers available in BIG BAZZAR in mens

apparels: 43% customers have satisfied with the offers and 47% of respondents
not in dilemma state that is they are neither satisfactory nor dissatisfactory?

How you feel about service provided by sales executives in BIG

BAZAAR: 22% respondents have satisfied with the service provided by sales
executives, 33% respondents have neither satisfied nor dissatisfied with the
service and 45% respondents are not satisfied with the service provided by sales
executives

Which offer which you prefer more on apparels: 32% respondents

prefer Buy One Get One Free, 32% respondents prefer 50% off on MRP, 33%
84

Respondents prefer Buy One Get Two Free and12% respondents prefer other
offers.

In which occasion you buy more apparel: 40% respondents prefer more
apparel in during festival seasons, 22% peoples prefer during holidays and 38%
respondents prefer all the time.

Which apparel you prefer more: 36% respondents prefer more casuals,
41% respondents prefer formals, 19% respondents prefer party wears and 6%
respondents more prefer ethnics.

Which factor influences most to purchase of Mens Dresses: 26%

respondents preferred brand name, 24% respondents preferred offers, 17%
respondents preferred quality, 4% respondents preferred design and 27%
respondents preferred color is the most influencing factor for purchase of
apparels.

Are you aware of promotional activities provided by BIG BAZAAR

for purchase of Dresses: 34% respondents are aware of various promotional
activities provided by Big Bazaar in mens apparels and 66% respondents are
unaware of various promotional activities.

Are you aware of service facilities provided by BIG BAZAAR after

purchase of Dresses: 42 respondents are aware of post purchase services
facilities and 58% respondents are unaware of post purchase service facilities
provided by Big Bazaars mens apparels.

I am not concerned about fashion as am modest about prices and

wear ability: only 33% respondents are strongly agreed,39% respondents
agreed,14% respondents are neutral,8% respondents are disagree and 6%
respondents are strongly disagree

I am not concerned about fashion as am modest about prices and

wear ability :
38% respondents are strongly agreed,28% respondents
agreed,23% respondents are neutral,8% respondents are disagree and 3%
respondents are strongly disagree with the above statement.
85

I prefer to buy well known designer labels rather than take a chance
of something new: 20% respondents are strongly agreed,24% respondents
agreed,28% respondents are neutral,21% respondents are disagree and 7%
respondents are strongly disagree.

My friends regard me as good source of advice for fashion

selection:15% respondents are strongly agreed,34% respondents agreed,26%
respondents are neutral18% respondents are disagree and 7% respondents are
strongly disagree

I have confident that I have good taste in clothing : 18% respondents are
strongly agreed, 24% respondents agreed, 22% respondents are neutral 27%
respondents are disagree and 9% respondents are strongly disagree.

I feel good when I buy something new: 20% respondents are strongly
agreed,35% respondents agreed,25% respondents are neutral 17% respondents are
disagree and 3% respondents are strongly disagree.

I plan my shopping trips carefully: 21% respondents are strongly

agreed,35% respondents agreed,25% respondents are neutral 17% respondents are
disagree and 2% respondents are strongly disagree.

I prefer tailor look in clothing: 14% respondents are strongly agreed, 21%
respondents agreed, 24% respondents are neutral 30% respondents are disagree
and 11% respondents are strongly disagree.

Quality of merchandise I buy is more important than its fashion

appeal: 23% respondents are strongly agreed,30% respondents agreed,27%
respondents are neutral 14% respondents are disagree and 6% respondents are
strongly disagree.

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I never read fashion magazines or pay attention to fashion trends:

6% respondents are strongly agreed,14% respondents agreed,21% respondents are
neutral 35% respondents are disagree and 24% respondents are strongly disagree.

A man would not look twice at a women who was not well dressed:
24% respondents are strongly agreed,33% respondents agreed,21% respondents
are neutral 14% respondents are disagree and 8% respondents are strongly
disagree.

IS SE SASTA AUR ACCHA KAHI NAHI: 30% respondents satisfied with the
statement,44% respondents are neither satisfied nor dissatisfied with the statement
and 27% respondent are not satisfied.

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Conclusion

Conclusion:
We would conclude the project stating that the consumers of Hubli are satisfied
with offers & they still needs good offers in future days by the Big Bazaar. And the big
bazaar has doing good in terms of understanding customer expectation and providing
them good offers and products in terms of fulfilling their expectation. During the project I
would come to know about different offers of big bazaar, what a normal consumer will
think before entering into big bazaar. And the different types of factors which influence
customers to visit big bazaar.
This study has basically helped to know consumers buying behaviors of mens
apparels Big bazaar and what influence people to shop at big bazaar. Big Bazaar is up to
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date in its products varieties customers carry a pleasant shopping experience from big
bazaar.
The overall perception of the BIG BAZAAR store is good except in some
areas like billing system during the weekends, proper arrangements of the products
and parking facility.

The target market for the BIG BAZAAR hyper market is the growing middle class
segment.

Layout of the store provides comfort and convenience to the customer.

Customers found the prices are affordable with a good variety of the products
available less than one roof.

Customers responded positively to the promotions offered at the store, with the
sales during the weekends and festive seasons picking up nicely.

The quality of the products offered at the store was also very well accepted by the
customers, and customers also enjoyed the food offered at the food stop.

Reasonable price of the products at the store was the driving factor for the
customers to shop in the store.

Most of the customers found it convenient to visit the store once in a week.
Customers feel that big bazaar have variety of products available in various

departments. Customers feel that shopping with big bazaar is convenient and saves there.
I believe that Big Bazaar has the potential to satisfy its customers and retain them.
And it has its brand within the market and I offer my best wishes for the same and hope
that my work will be of some use for the company.

Resonance
1. Loyal
customers
2. Only big
bazaar for
shopping
3. Visit again for
shop

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Judgment
1. Fully and
effectively satisfies
the needs
2. Trustable
3. unique in its
features
Performance
1. Up to date
2. Honest
3. Easily served

Feeling
1. Fun
2. Excitement

Imagery
1. Monthly and pleasant
shopping
2. Neither like nor dislike
the look of big bazaar

Salience
1. Customers are aware of the brand
2. Customers think about the brand
3. Brand satisfies the customers needs

Suggestions
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Suggestions:
Attract Shoppers and keep them in store
The amount of time a customer spends inside a store is directly proportional to
how much they spend. By making customers spend more time in the store, companies can
increase their sales. A classic example of this is keeping mirrors in department.
Men & Women have different shopping habits
Men tend to walk directly to the required shelf - if the product is not on the shelf, they
tend to walk out. Men rarely ask for help from the store attendants. If the required
product is not seen in that store, they move on to another store. This results in lost
revenue.
An attendant always has to make sure that he asks the customer if he found
everything he was looking for. Note that the store attendant has to be proactive when
dealing with male customers.
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Women need more space around them while shopping. Women tend to avoid crowded
stores or stores with narrow isles. The ladies apparels section has more space around the
merchandise - when compared to mens section. Women tend to spend more time for
shopping if the section is more spacious.
Since space is a major constrain for retailers, stores tend to be over packed with
merchandise - leaving very little room to move around. As a result, many women prefer
to buy at the local convenience or "Kirana" shops. This represents lost revenue for the
retailers.
Make merchandise easy to find
Customers dont like to hunt for products. Having all products clearly classified and
displayed increases the sales. Display the store layout. Other chain stores do not even
have sign boards.
Create a route for customers to follow within a store Customers tend to slow down once
they enter the store. Retailers can then utilize this by organizing the store in such a way
that it encourages customers to wind their way all through the store, see/feel different
things before they proceed to the checkout counter.
Store should be designed in such a way that it encourages the customer to walk through
all the departments of the store - and that encourages customer to buy more by reminding
them of the things they need, or by making them buy things on impulse.
Indian retailers are yet to catch-on to this concept. Most Indian retail stores are space
constrained. Enough space is necessary to create a winding path for customers to follow.

Other suggestion includes:

The big bazaar has to maintain the same strategy in terms providing offers to
Hubli customers,

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Looking towards the competition they need to provide competitive offers to

Hubli customers.
During offers periods big bazaar has to provide transportation facilities to
increase customer to big bazaar.
The big bazaar has to make sure that customer should not feel that selected
product is not available in the store.
Need to have good service facilities by sales executives.
During festivals big bazaar has to give some innovate promotion, to attract
customers.

Annexure
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Bibliography
Reference Books:
Retail Management: Barry Berman & Joel R. Evans
Retailing : Patrick M Dunne & Robert F. Lusch

Websites
www.pantaloon.com
www.about.com
www.google.com
www.wikipedia.com
www.marketingprofs.com

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