STUDY ON

Customer Behavior and Perception towards Big Bazaar

SUBMITTED IN PARTIAL FULFILLMENT FOR
THE AWARD OF THE DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION 2014-17
UNDER THE GUIDANCE OF:
MS. DEEPIKA CHHIKARA
FACULTY, VIPS

Submitted By:
KESHAV PAL SINGH
Enrollment No: - 09717701714
BBA (BATCH 2014-17)
SEMESTER -VI
SECTION -B

Vivekananda School of Business Studies

Vivekananda Institute of Professional Studies
AU Block (Outer Ring Road) Pitampura
Delhi - 110034

1
 STUDENT UNDERTAKING

This is to certify that I have completed the Project Customer Behavior and Perception

towards Big Bazaar under the guidance of Ms. Deepika Chhikara in partial fulfillment

of the requirement for the award of degree of Bachelor of Business Administration

(BBA) at Vivekananda Institute of Professional Studies, Vivekananda School of Business

Studies, and New Delhi. This is an original piece of work and has not been submitted

elsewhere.

STUDENT NAME : Keshav Pal Singh

STUDENT SIGNATURE

1
 Certificate

This is to certify that the Project titled Customer Behavior and Perception toward Big
Bazaar is an academic work done by Keshav Pal Singh submitted in the partial
fulfillment of the requirement for the award of the Degree of Course from Vivekananda
Institute of Professional Studies. It has been completed under the guidance of Ms.
Deepika Chhikara (Faculty Guide). The authenticity of the project work will be examined
by the viva examiner which includes data verification, checking duplicity of information
etc. and it may be rejected due to non-fulfillment of quality standards set by the Institute.

Ms. Deepika Chhikara Dr. Meenakshi Gandhi

Assistant Professor Dean VSBS

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 ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lays an unfathomable sea of

gratitude to those who have extended their support and without whom the project would
never have come into existence.

I express my gratitude to Vivekananda School of Business Studies Vivekananda Institute

of Professional Studies AU Block (Outer Ring Road) Pitampura Delhi - 110034
for providing me an opportunity to work on this thesis as a part of the curriculum.

Also, I express my gratitude to Ms. Deepika Chhikara my external guide on the

completion of my thesis work.

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 EXECUTIVE SUMMARY

As customers tastes and preferences are changing, the market scenario is also changing
from time to time. Todays market scenario is very different from that of the market
scenario before 1990. There have been many factors responsible for the changing market
scenario. It is the changing tastes and preference of customer which has bought in a
change in the market. Income level of the people has changed; life styles and social class
of people have completely changed now than that of olden days. There has been a shift in
the market demand in todays world. Technology is one of the major factors which is
responsible for this paradigm shift in the mark. New generation people are no more
dependent on haat market and far off departmental stores. Today we can see a new era in
market with the opening up of many departmental stores, hyper market, shoppers stop,
malls, branded retail outlets and specialty stores. In todays world shopping is not any
more tiresome work rather its a pleasant outing phenomenon now.

My study is based on a survey done on customers of a hypermarket named big bazaar.

Big bazaar is a new type of market which came into existence in India since 1994. It is a
type of market where various kinds of products are available under one roof. My study is
on customer behavior and perception towards big bazaar. My study will find out the
current status of big bazaar and determine where it stands in the current market.

This market field survey will help in knowing the present customers shopping behavior,
perception and preferences. It will help me in estimating customer expectation and
satisfaction levels.

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S. NO CHAPTERS PAGE
NUMBER

Student undertaking i
1. Certificate from organization ii
Acknowledgement iii
Executive Summary iv

CHAPTER- 1 INTRODUCTION
1.1 Introduction of the topic 1-21
2. 1.2 Need of the study
1.3 Conceptual discussion

3. CHAPTER- 2 LITERATURE REVIEW 22-25

CHAPTER- 3 RESEARCH METHODOLOGY

3.1 Purpose of the study
3.2 Research objectives of the study
4. 3.3 Research methodology of the study 26-30
3.3.1 Research design
3.3.2 Data collection
3.3.3 Limitations

5. CHAPTER- 4 FINDINGS AND ANALYSIS 31-74

6. CHAPTER- 5 CONCLUSION 75-77

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7. BIBLIOGRAPHY 78

8. Annexure -Questionnaire 80

CHAPTER SCHEME
LIST OF GRAPHS

S.NO PARTICULARS PAGE NO

1 Graph 1.1 Share in retail market. 4

2 Graph 1.2 Total mall space availability 5

3 Graph 1.3- Rise of malls 5

4 Graph 4.1- Frequency of visit 33

5 Graph 4.2- Preference of shopping days 35

6 Graph 4.3- Preference of shopping time 37

7 Graph 4.4- Accompanied by 39

8 Graph 4.5- Source of knowledge 41

9 Graph 4.6- Customers perception towards bug bazaar 43

10 Graph 4.7- Customer expectation 45

11 Graph 4.8- Customer expectation(age) 47

12 Graph 4.9- Customer expectation(gender) 49

13 Graph 4.10- Product satisfaction 51

14 Graph 4.11- Essentiality of helpful signage 53

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15 Graph 4.12- Customers perception towards price 55

16 Graph 4.13- Customers perception towards price(age) 57

17 Graph 4.14- Customers perception towards price(gender) 59

18 Graph 4.15- Awareness of promotional offers 61

19 Graph 4.16- Customer perception from different products 63

20 Graph 4.17- Customer perception(age) 65

21 Graph 4.18-Customer perception(gender) 67

22 Graph 4.19-Age of respondents 69

23 Graph 4.20-Marital status 70

24 Graph 4.21- Monthly Family income 72

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 LIST OF TABLES

S.NO PARTICULARS PAGE NO

1 Table 4.1- Frequency of visit 32

2 Table 4.2- Preference of shopping days 34

3 Table 4.3- Preference of shopping time 36

4 Table 4.4- Accompanied by 38

5 Table 4.5- Source of knowledge 40

6 Table 4.6- Customers perception towards bug bazaar 42

7 Table 4.7- Customer expectation 44

8 Table 4.8- Customer expectation(age) 46

9 Table 4.9- Customer expectation(gender) 48

10 Table 4.10- Product satisfaction 50

11 Table 4.11- Essentiality of helpful signage 52

12 Table 4.12- Customers perception towards price 54

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13 Table 4.13- Customers perception towards price(age) 56

14 Table 4.14- Customers perception towards price(gender) 58

15 Table 4.15- Awareness of promotional offers 60

16 Table 4.16- Customer perception from different products 62

17 Table 4.17- Customer perception(age) 64

18 Table 4.18-Customer perception(gender) 66

19 Table 4.19-Age of respondents 68

20 Table 4.20-Marital status 69

21 Table 4.21- Monthly Family income 71

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CHAPTER 1 INTRODUCTION

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 INTRODUCTION

Retailing in the Indian Scenario

Defining a new consumer culture, retailing beats everything else hollow. Though still at a
nascent stage, the rate at which retail outlets are mushrooming could give an amoeba a
complex.

In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
growth of industry in the future

From supermarkets and hypermarkets to department stores and convenience stores and
one-stop shops, a retailing wave is currently on in the country. And from food to music
and apparel to tea and coffee bars, companies of all hues are indulging in retail speak.

Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253
crore today, with a potential to expand to Rs 235,000 crore by 2015.

The Indian consumer initially accepted everything that was offered to them but from the
nineties the trend changed and the market became more consumers driven. Consumers
became more specific about what they wanted and did not pick up anything and
everything that was given to them. In shot they became very choosy and needed
alternatives to choose from. These in turn made the Indian consumers more
knowledgeable about the products and facilities and they have now become tough critics,
savvy, purchasers, value driven spenders and practical thinkers when it comes to
shopping. The demand for their time at work and home has made the consumers
extremely selective about how they would spend their limited time on shopping.

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The rate of growth in India has gradually picked up in the last two decades. Growth
prospects apart, India's very size acts as the fourth largest economy in the world. It is also
the second most populous nation in the world. This clearly indicates that within the broad
picture of a developing nation, there are segments to represent big enough to represent
large markets for organized retail.

Due to the increasing demand of consumers for variety and convenience under one single
roof and the concept of shopping malls started taking shape in India. Though the concept
of shopping malls came from the west, when it was introduced in India is was according
to Indian taste and preferences.

Shopper's stop was the first Shopping mall to start in India. It was promoted by
Mr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri,
Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caught
on and has now been very well excepted by the masses.

In India there are a number of large towns and the population in these towns is also very
high. This acts as a very important factor to attract the large retailers in venturing into
these towns. In the ascending traffic congestion levels, the net result is overcrowded
towns and parking hassles, One-stop shops have become the places of choice in such a
scenario.

There has been an explosion of branded goods as a corollary to the receptive conditions
created by The new trend; For example: In the eighties there was only one brand of salt
available in the Indian market but today there are many brands that are available.
Garments, cosmetics, shoes, etc are no way different as a number of brands have entered
into the market.

Indian Retailing - On to Generation Mall:

The changing structure of the industry is in response to global forces. There is a

perspective of the existing opportunities and the future potential areas across various
segments of the retail industry. While this sector hasn't yet been thrown open to foreign

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investments, the potential for the same in the future is huge. Technology is playing an
increasingly crucial role for the success of a retail venture. Retailers are scrambling to tap
the vast consumer information at their disposal using technological advancements. The
section on such initiatives in the Indian retail scenario is a must for any potential entrant
and for majors in the software industry wanting to tap the potential in this industry.

RISE OF INDIAN RETAIL SECTOR

Traditional retailing continues to be the major form of retail system contributing to over
97% of total retail revenues. Indian retail market is in a transition phase with a fast paced
shift towards organized retail which
is predicted to capture 15-20%
market share by 2010. Initially
organized retail stores made their
entry through metro cities. But with
the increased spending capacities of
consumers in tier-2 cities, the new
retail stores are entering smaller
upcoming cities.
Graph 1.1

There are only a handful of companies with a retail background. Most new entrants to the
Indian retail scene are real estate groups who see their access to and knowledge of land,
location and construction as prime factors for entering the market. Quite interestingly, the
share of retail market in urban and rural India is not very skewed. The organized retail is
expected to grow at a rate of 35% in large cities because of shortage of space, while in

4
small towns it would grow at a rate of 50-60 per cent, where ample land is available
(NSSO and KPMG analysis).

India, currently, is the hottest retail destination. The Indian retail sector is highly
fragmented with 95% of its business being run by the unorganized retailers like the
traditional family run stores
and corner stores. The
organized retail is at a very
nascent stage though
attempts are being made to
increase its proportion to 15-
20% by the year 2010
bringing in a huge
opportunity for prospective
new players. Retail
Revolution is just beginning
in India. This presents a unique opportunity in time to organized retailers in the western
world to leverage and scale-up in India utilizing their well defined and proven processes,
procedures and controls. The supply chain, procurement systems and understanding of
global trends & fashion will enable them to succeed.

According to the research conducted

by Sumitra group, from the setting
up of Indias first mall in 1999,
there has been a steady proliferation
of malls, a trend specially
pronounced in the urban cities. Total
number of malls was estimated at
200 in 2005-06 and projected to
increase to 715 by 2015.
Graph 1.2

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The mall mania has bought in a whole new
breed of modern retail formats across the
country catering to every need of the value-
seeking Indian consumer. An average Indian
would see a mall as a perfect weekend getaway
with family offering them entertainment,
leisure, food, shopping all less than one roof.
FDI up to 51 per cent is allowed, with prior
Government approval for retail trade in Single
Brand products with the objective of attracting
investment, technology and global best practices Graph 1.3

and catering to the demand for such branded goods in India (KPMG Research Group)

BIG BAZAAR

Big Bazaar is the companys foray into the world of hypermarket discount stores, the first
of its kind in India. Price and the wide array of products are the USPs in Big Bazaar.
Close to two lack products are available under one roof at prices lower by 0 to 60 per cent

6
over the corresponding market prices. The high quality of service, good ambience,
implicit guarantees and continuous discount offers have helped in changing the face of
the Indian retailing industry. A leading foreign broking house compared the rush at Big
Bazaar to that of a local suburban train.

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable success in
many Indian cities and small towns. Big Bazaar provides quality items but at an
affordable price. It is a very innovative idea and this hypermarket has almost anything
under one roof.Apparel, Footwear, Toys, Household Appliances and more.

The ambience and customer care adds on to the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin !

Functional Store Structure of Big Bazaar:-

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8
 Products available in Big Bazaar :-

1) Ground Floor- Plastics, crockery, utensil, cosmetics, health care, body care, skin care,
personal care, home care, food items, oil & ghee, staple food, fruits & vegetable.

2) First Floor- Materials Suiting & Shirting, Textiles, Saris, mens accessories, Baby
Accessories, games (toys), footwear

3) Second Floor- Home decor, lights, furniture, sanitary, Electronics, Luggage, stationary,
linen, electrical accessories

4) Third Floor- Fun world, Food court, Star & Sitara saloon

A layout chart of Big bazaar located:-

LAYOUT INDEX

1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM

7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION

DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

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12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

25. SPORTS

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS/MEN ETHINICS

DESCRIPTION:-

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HELP DESK

As you can see from the layout, the Help Desk is located in a place where everyone has

their first sight that is in front of the entrance. This shows that when a person enters in to

big bazaar it can get all information about the stores of big bazaar from the person sitting

in the help desk. Help Desk uses paging service as a tool for the convenience of its

employees and customers.

KIDS SECTION

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The kids section is located just at the left corner of the entrance of big bazaar. In the kids

section kids accessories like diapers, trolleys, suckers, water bottles are available in one

part. Kids jackets and baba suits are available in another part. Kids casual wear (jeans

and shorts) are placed in one part of it and infant shirts & t-shirts are also placed in

another part. In this section the pillars are used for displaying information like size chart

and section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION

Next to it is the mens section that is in the center. It is divided in to five parts. At one part

men formal shirts are available. In other parts men trousers, suits and blazers, fabrics and

ethnics are available respectively. Here the price ranges from a minimum of Rs99 to

Rs899.

LADIES SECTION

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Next to it is the ladies section that is in the extreme right side. The ladies section is

segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western

wear, ladies formals (office wear), ladies accessories lingeries, ladies perfumeries, and

ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000

approx.

Promotional scheme With an add on to the above products there are various other

products which are available with a promotional scheme. The various products under this

scheme includes girl t-shirts, infant winter wear etc.

Non-Promotional scheme There are various other products available without any

promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night

wear, kids salwar suits etc.

Sports Store

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At the extreme corner there is a sports store where various kinds of sport items are

available.

Food Bazaar

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The food bazaar is in the 1st floor of the building. Various kinds of food items, fruits and

vegetables are available there. Sitting arrangements are well made so that people can sit

and take tea, coffee or snacks or any other food item and can relax.

Cash Counter

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 The cash counter is located just near the exit on which we pay money and with it we also

can take a bill of our shopping.

Product Layout Chart

Ground Floor First Floor

1. Ladies Western 1. Fruits and Vegetables

2. Ladies Ethnic 2. Golden Items

3. Saree and Dress Materials 3. Ready to eat

4. Night wear/Lingerie 4. Ready to cook

5. Boys and Girls 5. Sweets and Farson

6. Infants 6. Spices

7. Toys 7. Beverage

8. Mens Formals 8. Confectionaries

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9. Mens Ethnic 9. Tea and Coffee

10. Mens Casuals 10.Personal Cars

11. Mens Accessories 11.Plastics

12. Mens Party 12.Utensils

13. Denim and T-shirts 13.Crockeries

14. Sportswear 14.Appliances

15. Footwear

16. Home Linen

17. Luggage

18. Sunglasses and Watches

Line of Business Big Bazaar

FOOD BAZAAR

Food Bazaars core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all
the advantages of Quality, Range and Price associated with large format stores and also
the comfort to See, Touch and Feel the products.

Food Bazaar' a division of Pantaloon Retail India Ltd is a chain of large supermarkets
with a difference. It was flagged off in April'02.With store sizes ranging from 8,000 sq ft
to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening
more stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently caters to over 1.2
million customers every day across 4 outlets in India and is soon set to expand and
double this figure across 8 outlets all over the country by June 20 Food Bazaar offers the

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Indian consumer the best of Western and Indian values. The western values of
convenience, cleanliness and hygiene are offered through pre packed commodities and
the Indian values of "See- Touch- Feel" are offered through the Mandi atmosphere
created by displaying staples out in the open, all at very economical and affordable prices
without any compromise on quality. This satisfies the Indian consumer and comforts her
before making her final buying decision. At other super markets, the consumer is
deprived of this factor Truly the Indian consumer now agrees with Food Bazaar: "Ab
Ghar Chalaana kitna Aasaan. This positioning platform of Food Bazaar is evident
from the higher discounts and the wholesale price-points which is below MRP.

Food Bazaar represents the companys entry into food retail and is targeted across all
classes of population. Food Bazaar replicates a local mandi, to provide the much
important touch & feel factor which Indian housewives are used to in the local bazaar.
Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products,
milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits and
vegetables. All products are sold below MRP and discounts range between 2% to 20%.
Fruits and vegetables are sold at prices comparable to wholesale prices

The Big Bazaar Promises:-

1) Manufacture
rs Warranties on all Products :

Big Bazaar promises to sell only the original products from the authorized dealers; so that
all applicable products carry the original manufacturers warranty. To service any
product purchased at Big Bazaar, customer can visit the authorized service centre of the
manufacturer. The invoice accompanying the product is the warranty document.

2) Guaranteed
Delivery:

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Big Bazaar guarantees to deliver the exact product that has selected, without defects. In
case of receiving a different product, or if the product is damaged in transit, the customer
should contact it within the stipulated time period and Big Bazaar will ensure that it is
replaced or refunded.

3) Secure
Payment:

It commits to ensure that no payment misuse happens, so we work with banks and
payment gateways to ensure that your information is protected. Payments are protected
both by it and by the policies of customers bank, and the chances of fraud in these
channels are actually very low. Big Bazaar openly publishes its office addresses and is
part of Indias largest retail company with a presence all over India so you know how to
contact us in person, if required.

4) Our Simple
7- Days Return Policy:

If customer has purchased something at Future Bazaar and the product did not meet its
expectations or does not fit to his needs, then it can return the product to us; no questions
asked, as long as it is in its original packaging and accompanied by its invoice. We will
even make the return process simple for you just contact our customer support and
well arrange to pick up the product from your home. Alternately, you can drop it off at
the nearest Big Bazaar.

5) Prompt
Customer Support:

Our customer support is manned by dedicated call centre personnel, who can take
decisions and

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 resolve your problems. They are eager to solve your problems and are aware of the
processes and means to handle them. In case they cannot solve the problem at their end,
they will trigger the required action on your behalf or advise you the best possible
method to a successful fulfillment of all your queries/issues. Be assured that when you
call us, your call is being taken seriously.

CORE VALUES:-

Indianans: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

AWARDS :-
Indian Retail Forum Awards 2008

The INDIASTAR Award 2008

Retail Asia Pacific 500 Top Awards 2008

Coca-Cola Golden Spoon Awards 2008

The Reid & Taylor Awards For Retail Excellence 2008

Platinum Trusted Brand Award Images Retail Award 2005, 2006

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BOARD OF DIRECTORS:-
Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of experience
in the textile business.

Mr. Rakesh Biyani, Whole time Director

Rakesh Biyani is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.

Mr. Vijay Biyani, Whole time Director

Vijay Biyani has more than twenty years of experience in manufacturing, textiles and
retail industry and has been actively involved in the financial, audit and corporate
governance related issues within the company.

Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI)

by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His

21
banking career spans over 31 years and he has served senior management positions in
Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.

Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified

Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of
several Public Limited Companies, including Indian Petrochemicals Corporation Ltd.,
Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

S. Doreswamy is a former Chairman and Managing Director of Central Bank of India and
serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.

Dr. D O Koshy, Independent Director

D. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi,
Chennai and Bangalore. He is a renowned consultant specializing in international
marketing and apparel retail management.

Ms. Bala Deshpande, Independent Director

Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on
the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League
Clothing Ltd, among others.

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 Mr. Anil Harish, Independent Director

Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT, among others.

SWOT Analysis:-

STRENGTHS

Thorough understanding of the needs of Indian consumers.

Vast range of products under one roof.

Benefit of being pioneer in the Indian retail industry.

Superior quality goods are available at reasonable prices.

Fast growing Indian middle class with reasonably good purchasing power.

It has a good brand name.

WEAKNESSES

High cost of operation due to large fixed costs.

Very thin margin of profit

High attrition rate of employees.

Stiff competition from traditional (unorganized sector)

OPPORTUNITIES

Potential rural markets.

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 Can enter into production of various products due to its in depth understanding of
customers taste and preferences

Scope of expansion in smaller cities as there is a lot of opportunities.

There remains a large future scope for the retail industry in India, as incomes rise and
consumption increases

The opportunity for widening the business all over India because Big Bazaar opens new
stores in untapped markets, such as smaller or second tier cities such as Sangre, Belgaum
and Mysore.

THREATS

Government Policies encouraging the unorganized sector will affect adversely the big
players.

High taxes in India suppress consumption

Smaller specialty shops and informal shops are sometimes able to avoid taxes, offering
lower total prices to customers.

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 CHAPTER- 2

LITERATURE REVIEW

25
 LITERATURE REVIEW

Shelja Jose Kuruvilla (2013) in his case study has briefly touched on HR practices in

Malls in Mumbai. The Author has suggested that Malls in India literally have a blank

sheet of paper on which to create a new HR function. In order to design this new

function, it will be important to understand what is critical to the successful operation of

a mall and use this information to the mall's approach to HR. This case study was

constructed by author based on interviews with practicing mall managers, retailers

and secondary data , tries to understand the challenges faced by mall management

in fulfilling the HR function when areas as cleaning and security have been contracted

out.

Manoj K Trivedi (2014) in his paper entitled From Traditional Markets to Shopping

Malls. A paradigm shift holds the view regarding of the fast approaching retail

26
boom scenario that it is likely to happen sooner than later. The author discussed the

impact of the same on the Indian Traditional retail outlets with its likely positive and

negative impact. The author concludes that where the organized sector poses a cut

throat competition for the kiranas the fact still remains that India being a country with

diversified social classes there is a scope for both to survive. The emergence of a

developed retail sector will pose a competition rather than a threat to the traditional

stores which would help these stores change their outlook and ways of working.

Gursharan Singh Kainth & Mr. Divakar Joshi (2014) studied the Perception of

Customer & Retailers towards Malls. The study was undertaken to learn about people's
knowledge, beliefs, preferences & satisfaction. The

locale of the study was The Malls in Jalandhar region of Punjab. The sampling method

used is non-probability convenience sampling. A sample of 200 customers and 50

retailers was selected through convenience random sampling.

Surbhi Khosla (2015) in his paper entitled Understanding Retail Sector in India:

A Journey from Ancient to Modern Era has highlighted the different formats of

retailing in India and also narrated the recent trends in retailing in India. The

author holds the view regarding the large formats retail outlets that the entertainment

factor being very high have a more chance of being successful than the other formats

and outlets.

27
Lalitya Vir Srivastava (2015) conducted a joint study with ASSOCHAM to identify

the opportunity for the retail outlets at the shopping Malls. The study

highlighted major advantages to retail outlets to be setup in the shopping malls and

also the strategies and tactics being adopted by the mall developers to attract the retail

stores.

Rupesh Kumar Tiwari, Anish Abraham(2016) studied in there paper entitled

Understanding the consumer behavior towards shopping malls in Raipur city the

consumer behavior towards shopping malls, with reference to Raipur city. The paper

also examines the Mall developers, managers, marketers and operators with the perfect

blend of necessary acume in terms of various shopping dimensions required to offer the

targeted customers so as to operationalize the mall with utmost productivity and

performance.

Hemant Syal (2016) research paper titled Retailing in India: Future Perspective

published in IJRFM Volume 1, Issue 8 (December 2011). The paper paints a verbal

picture of the impending retail boom likely to happen sooner. The

signs are all over the place. For few years foreign retailers will have the role of facilitator

for to standardize the agribusiness and to unify customers preference across the

country. The competition will help to increase the quality of service of the existing

28
local retailers and greater customer satisfaction in Indian society. Concept of self

employment will vanish and sustainable small industries will be roped with the big

chains. Paper gives a glimpse of the slow evolution of retail market over the years.

Satyendra Bhardwarj,

CHAPTER -3 RESEARCH
METHODOLODY

29
 RESEARCH METHODOLOGY

Research
The study of research method provides you with the knowledge and skills you need to
solve the problem and meet the challenges of the fast- based decision. Marketing
environment we define Business Research as a systematic inquiry whose objective is to
provide information to solve managerial problem.

It seeks to find explanation to unexplored phenomena to clarify the doubtful facts and to
correct the misconceived facts.

Objective of study
1) The shopping behavior of the customers.
2) Customers' perception about the marketing mix strategies of Big Bazaar.
3) Customers' preference for Big Bazaar.
4) Customers' expectation and satisfaction levels.

30
 5) To offer suggestions based on findings

Research Methodology:-
Research Methodology helps us to know what type of Research we want to conduct to
know the size of the sample, to know the methods involved in the research.

Research Design:-
Descriptive Research
Descriptive study is a fact- finding investigation with adequate interpretation. It is the
simplest type of research. It is more specific than an explanatory study, as it has focus on
particular aspect of the problem studied. It is designed to get her descriptive information
and provide information for formulating more sophisticated studies. Data are collected by
using one or more appropriate method, observation and interviewing.

Sampling:-
The Basic idea of sampling is that by selecting some of the element in a population in
order to get first hand information of study.

There are two types of sampling Probability sampling & Non Probability sampling.

Sampling Techniques used- Probability Sampling.

Probability Sampling:-
Probability sampling is a sample in which every unit in the population has a chance of
being selected in the sample, and this probability can be accurately determined. The
combination of these traits makes it possible to produce unbiased estimates of population
totals, by weighting sampled units according to their probability of selection.

Non Probability Sampling:-

31
 Non Probability sampling is any sampling method where some elements of the
population have no chance of selection, or where the probability of selection cant be
accurately determined. It involves the selection of elements based on assumptions
regarding the population of interest, which forms the criteria for selection.

Sample Size:-
The size of sample was 100.

Types of Data Used:-

There are basically two types of Data

I. Primary Data
II. Secondary Data

I. Primary Data:-Primary Data is first-hand information that the researcher collects. It

helps in collecting useful and most accurate information that is needed for the researcher
to do his research.

Sources of Primary Data:-

Questionnaire

II. Secondary Data:-Secondary Data is what the researcher collects from different sources.
It also help researcher to get elaborate information to do his research.

Source of Secondary Data:-

Internet
Newspaper

Technique used for Analysis & Interpretation:-

32
 Tables
Pie Chart and Bar Diagram

Data Analysis:-
Simple statistical tools such as averages, ranking, means etc. are used. Graphs and
charts are also used to have a better pictorial understanding.

Plan of Analysis:-
The collected data has been classified, tabulated, analysed and interpreted in an organised
manner. Inferences have been drawn carefully and methodically with supportive guidance
to avoid discrepancies in the survey. Conclusions have been drawn and suggestions have
been made to the best of knowledge. All the work is done under the assumption that the
data collected from the respondents was accurate.

Throughout the survey and throughout the time the report was prepared, errors and
mistakes have been made minimal despite the knowledge o the fact that with a sample
size of 100, various hindrances are bound to occur.

Utmost care has been taken while preparing this report to see that it can be clearly
understood by the reader as well as beneficial to the company.

Limitation of the Research:-

Due to geographic constraint the study was limited to Hyderabad City.

It is assumed that the respondents understood the questions in the questionnaires as they
were supposed to. The chances of misunderstanding were remote but it cannot be ruled
out.

It is assumed that the information given by the respondents is true as per their knowledge
and hence the chances of biased information is remote but definitely cannot be ruled out.

33
 Due to the limited number of respondents, the finding may not be the same for the whole
population.

34
 CHAPTER 4 FINDINGS AND ANALYSIS

DATA ANALYSIS & INTERPRETATION

1. FREQUENCY OF VISIT.
FREQUENCY AGE % GENDER %

OF VI NO.OF
<20 20- 30- 40< MALE FE MALE
SIT
RES. 30 40

35
 Weekly Once 2 0 4,4 0 0 2.9 0

28.
Fortnightly Once 15 9.1 15.6 15.4 7.4 31.3
6

18. 42.
Monthly Once 41 42.2 57.7 41.2 40.6
2 9

18.
Quarterly Once 10 6.7 11.5 0 11.8 6.3
2

27. 14.
On Special Events 17 17.8 7.7 19.1 12.5
3 3

27. 14.
First Time 15 13.3 7.7 17.6 9.4
3 3

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

36
 Table 4.1

Graph 4.1
Interpretation:
The above table shows that the frequency of visiting Big Bazaar. Accordingly majority of
them regularly visit once a month (41%), 17% of them visit only on special occasions,
15% were either first time visitors or fortnightly visitors. It is inferred that that most of
the respondents visit big bazaar at least once a month with middle aged men being the
main visitors.

2. PREFERENCE OF SHOPPING DAYS.

37
PREFERENCE NO.OF
AGE % GENDER %
OF RES.

SHOPPING
DAYS

MAL
<20 20-30 30-40 40< FE MALE
E

Weekdays 8 9.1 0 23.1 0 5.9 12.5

Weekends 51 40.9 62.2 38.5 57.1 54.4 43.8

Anytime 41 50 37.8 38.5 42.9 39.7 43.8

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Table 4.2

38
 Graph 4.2

Interpretation:

Different individuals prefer to shop on different days. To support the statement the above
table analyses the frequency of shopping day based on the preference of the respondents.
Accordingly majority of them prefer to shop during weekends (51%), followed by 41%
not having a fixed day and are comfortable to shop on any day and 8% of the respondents
prefer to shop on weekdays. It is inferred that weekends are preferred over weekdays and
middle aged men are the main visitors.

39
3. PREFERENCE OF SHOPPING TIME.

NO.OF
AGE % GENDER %
RES.

PREFERENCE
OF SHOPPING Res. <20 20-30 30-40 40< MALE FEMALE
TIME

Morning 29 0 28.9 46.2 57.1 23.5 40.6

Afternoon 23 40.9 11.1 34.6 0 23.5 21.9

Evening 48 59.1 60 19.2 42.9 52.9 37.5

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Table 4.3

40
 7%
22%

26%

45%

< 20 20-30 30-40 40 <

Graph 4.3

Interpretation:

The above table shows that shopping time of the respondents prefer to shop in the
evening (48%), followed by 29% who prefer to shop in the morning. Between the age
groups it is observed that the respondents below 30 years prefer to shop in the evening
(around 60%), and respondents above the age of 30 prefer to shop in the morning (46%
and 57.1%).

It is inferred that most of the respondents prefer to shop in the evening with young males
being the main visitors.

41
4. ACCOMPANIED BY:
ACCOMPANIED NO.OF AGE % GENDER %

BY RES, <2 20- 30-

40< MALE FEMALE
0 30 40

Spouse 25 0 15.6 69.2 0 23.5 28.1

18. 28.
Parents 9 6.7 0 11.8 3.1
2 6

71.
Children 13 0 4.4 23.1 8.8 21.9
4

63.
Friends 46 66.7 7.7 0 47.1 43.8
6

18.
Relatives 10 11.1 3.8 0 14.7 0
2

Alone 4 0 4.4 7.7 0 2.9 6.3

42
 Total No. Of Res. 100 22 45 26 7 68 32

Table 4.4

Graph 4.4

Interpretation:

The above table analyses the company preferred by the respondents. Accordingly it can
be observed that most of the respondents (47%) prefer to shop with friends in males and
in females 44%. Hence it is inferred that a high percentage of respondents prefer to shop
with friends followed by spouse in most of the cases.

43
5. SOURCE OF KNOWLEDGE.

SOURCE OF
KNOWLEDGE
NO.QF RES. AGE % GENDER %

<2 20- 30- 40

MALE FE MALE
0 30 40 <

45. 28.
Print Ads 42 40 46.2 39.7 46.9
5 6

27. 28.
Hoardings 32 33.3 34.6 35.3 25
3 6

36. 57.
Word Of Mouth 29 28.9 15.4 30.9 25
4 1

Others 1 0 0 3.8 0 0 3.1

Total No. Of Res. 100 22 45 26 7 68 32

44
 Table 4.5

Graph 4.5

Interpretation:

The above table shows that 42% of the respondents got to know about Big Bazaar
through print ads, followed by 32% who were influenced by hoarding and 29% by word
of month. On the basis of genders it can be seen that more number of females (46.9) were
influenced by print ads and the males (39.7%).

It can be inferred that print ads is the most successful medium of advertisement for big
bazaar and females below 40 years are most influenced by it.

45
6. CUSTOMER PERCEPTION TOWARDS BIG BAZAAR.

46
 REASONS CUSTOMER
PERCEPTION

Table 4.6
Big Store 6 Graph
4.6

Quality 7

Value For Money 27

Variety 15

Promotional Offers 11

Good 9

Provisions 4

Long Queues 3

Others 3

No Comments 15

TOTAL 47 100
Interpretation:
The above table analyses the customers' perception towards Big Bazaar. 27% of the respondents
find Big Bazaar value for money. Most of them are satisfied with the price variety and
promotional offers.

48
7. CUSTOMER EXPECTATION.

CUSTOMER EXPECTATION MEAN RANK

Price 4.2 4

Quality 4.67 1

Variety 4.34 2

Branded Products 3.75 6

Location 3.48 8

Store Layout 3.33 9

Exchange Facility 3.66 7

Staff Knowledge 3.99 5

Employee Behaviour 4.34 2

49
 Total No. Of Res. 100

Table 4.7

Graph 4.7

Interpretation:

The above table indicates the factors influencing the shopping behaviour. Accordingly
quality, variety, employee behaviour and price are the most important factors (in that
order) while shopping, and store layout, location and exchange facilities are the least
important factors in that order.

7.1 CUSTOMER EXPECTATION (AGE).

50
 AGE %

CUSTOMER <20 20-30 30-40 40<

EXPECTATION

M R M R M R M R

Price 4.2 1 4 5 4.3 4 5 1

Quality 4.2 1 4.8 1 4.9 1 5 1

Variety 4 4 4.4 2 4.5 2 4.7 4

Branded Products 3.5 9 4.2 3 3.6 7 2.6 7

Location 3.6 8 3.5 8 3.8 6 2.1 9

Store Layout 3.8 7 3.4 9 3.1 8 2.6 7

Exchange Facility 3.9 6 3.8 7 3.1 8 3.4 5

Staff Knowledge 4 4 4 5 4.2 5 3.3 6

51
 Employee Behaviour 4.2 1 4.2 3 4.5 2 5 1

Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R rank

Table 4.8

Graph 4.8
Interpretation:

The above table analyses the customer expectation on the basis of age. It is inferred that
quality, variety, employee behaviour, price and staff knowledge are the most important
factors.

7.2 CUSTOMER EXPECTATION (GENDER).

52
 GENDER %
CUSTOMER

MALE FEMALE
EXPECTATION (Gen)

53
 M R M R

Price 4.22 4 4.16 5

Quality 4.62 1 4.78 1

Variety 4.29 2 4.44 2

Branded Products 3.72 6 3.81 6

Location 3.35 8 3.75 7

Store Layout 3.13 9 3.75 7

Exchange Facility 3.63 7 3.72 9

Staff Knowledge 3.78 5 4.44 2

Employee Behaviour 4.29 2 4.44 2

Total No. Of Res. 68 32

Res - Respondents, M - mean, R rank, Gen Gender

54
 Table 4.9

Graph 4.9
Interpretation:
The-above table shows that there is not much difference in the preference of males and
females It is seen that the exchange knowledge, location and store layout are more
important for females as compared males who prefer low prices and good exchange
facilities is inferred that quality, variety factors.

55
8. PRODUCT SATISFACTION.
NO.O
AGE % GENDER %
F

PRODUCT
<2 20- 30- 40 MAL
SATISFACTION FE MALE
0 30 40 < E

RES.

90. 10
Yes 93 91.1 96.2 92.6 93.8
9 0

No 7 9.1 8.9 3.8 0 7.4 6.3

Total No. Of Res. 100 22 45 26 7 68 32

10 10
Total % Of Res. 100 100 100 100 100
0 0

Table 4.10

56
 Graph 4.10

Interpretation:

The above table shows that the majority of the consumers (93%) are satisfied with the
Products available at big bazaar and a small percentage (7%) are dissatisfied with the
products. On the basis of age, it is seen that the satisfaction level increases with the
increase in age; it is 90% in case of below 20 years 91%in the age group of 20-30, 96.2%
in case of 30-40 and 100% in case of 40 years and above.

While analysing the genders it is seen that there is a slight difference between the males
and the females. The females are more satisfied (93.8%) as compared to the males
(92.6%).

9. ESSENTIALITY OF HELPFUL SIGNAGE.

57
 HELPFUL NO.OF RES. AGE % GENDER %

SIGNAGE 20- 30- 40 FE

<20 MALE
30 40 < MALE

95. 10
Yes 97 97.8 80.8 94.1 78.1
5 0

No 3 4.5 2.2 19.2 0 5.9 21.9

Total No. Of Res. 100 22 45 26 7 68 32

10
Total % Of Res. 100 100 100 100 100 100
0

Res - Respondents

Table 4.11

58
 Graph 4.11

Interpretation:

The above table shows that most of the respondents (97%) are satisfied with the signage
in Big Bazaar. Between the genders it is seen that the males (98.5%) are more satisfied
with the signage at Big Bazaar as compared to the females (93.8%).

It is inferred that the signage at big bazaar are helpful to most of the customers and the
satisfaction level is highest in old age groups and males.

59
10. CUSTOMER PERCEPTION TOWARDS PRICE:
TOTAL

PRICE

MEAN RANK

Provisions 2.49 1

Fruits And Vegetables 2.57 2

Crockery, Utensils, Plastic 2.63 3

Apparel 2.71 4

Total No. Of Res. 100

Res - Respondents, M - Mean, R - Rank

Table 4.12

60
 Graph 4.12

Interpretation:
The above table shows that the customer perception towards the prices of various
products at Big Bazaar. Accordingly the customers find the prices very reasonable (the
weighted means are between 2.49-2.71). The price of provisions are rated the least,
followed by fruits and vegetables, then crockery, utensils and plastic and finally apparel.
It is inferred that the respondents are most satisfied with the price of provisions and least
satisfied with the price of apparel.

61
11.1 CUSTOMER PERCEPTION TOWARDS PRICE (AGE).

AGE %

PRICE (AGE) <20 20-30 30-40 40<

M R M R M R M R

2.5 2.6 2.3 1.8

Provisions 3 2 1 1
5 2 8 6

2.6 2.5 2.1

Fruits And Vegetables 2.5 1 3 2 2
9 4 4

Crockery, Utensils & 2.7 2,5 2.8

2.5 1 4 2 3
Plastic 1 4 6

2.9 2.5 2.6 2.8

Apparel 4 1 4 3
5 8 9 6

Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R - rank

62
 Table 4.13

Graph 4.13

Interpretation:
The above table shows that the respondents are most satisfied with the price of provisions
and least satisfied with the price of apparel. Aver all the prices are satisfactory.

63
11.2 CUSTOMER PERCEPTION TOWARDS PRICE (GENDER).

GENDER %

PRICE (GENDER) MALE FEMALE

M R M R

Provisions 2.62 4 2.22 4

Fruits And Vegetables 2.71 2 2.28 3

Crockery, Utensils, Plastic 2.66 3 2.56 1

Apparel 2.88 1 2.34 2

Total No. Of Res. 68 32

Res - Respondents

64
 Table 4.14

Graph 4.14

Interpretation:
The above table analyses the customer perception towards the prices of various products
at Big Bazaar on the basis of gender. Accordingly the males are satisfied with the prices
of apparel, fruits and vegetables, crockery, utensils, plastic and provisions (in that order)
as compared to the females who find the prices of crockery, utensils & plastic and apparel
cheaper than fruits & vegetables and provisions. It is inferred that both the genders have
similar perception of the prices at Big Bazaar.

65
11. AWARENESS OF PROMOTIONAL OFFERS.
AWARENESS NO.OF AGE % GENDER %
OF RES.
PROMOTION
AL
FEMAL
<20 20-30 30-40 40< MALE
E
OFFERS

Print Ads 63 54.5 68.9 53.8 85.7 63.2 62.5

At The Store 23 22.7 17.8 38.5 0 22.1 25

Word Of Mouth 18 31.8 15.6 11.5 14.3 19.1 15.6

Total No. Of
100 22 45 26 7 68 32
Res.

Total % Of Res. 100 100 100 100 100 100 100

66
 Table 4.15

Graph 4.15

Interpretation:

The above table shows that 63% of the respondents got to know about the promotional
offer at Big Bazaar through print ads. 23% of the respondents were introduced to the
offers at the store and followed by 18% by word of month.

On the basis of age most of the respondents in all age groups got to know about the
promotional offers through print ads, 38.5% of the respondents between the age group of
30-40 were introduced to the offers at the store. There was not much difference on the
basis of gender.

67
12. CUSTOMER PERCEPTION FROM DIFFERENT PRODUCTS.
TOTAL

CUSTOMER PERCEPTION

MEAN RANK

Price 3.77 1

Quality 3.61 4

Variety 3.77 1

Branded Products 3.23 8

Location 3.69 3

Store Layout 3.61 4

Exchange Facility 3.37 7

Staff Knowledge 3.22 9

68
 Employee Behaviour 3.4 6

Total No. Of Res, 100

Table 4.16

Graph 4.16

Interpretation:

The above table indicated the perception of the respondents at Big Bazaar about various
factors. It is inferred that the respondents are satisfied with most of the factors at Big
Bazaar (since the means don't show high difference), with price, variety and location
being the most satisfactory.

69
13.1 CUSTOMER PERCEPTION (AGE).

AGE %

CUSTOMER PERCEPTION

(AGE)

<20 20-30 30-40 40<

M R M R M R M R

3.4
Price 4.5 1 6 3.38 5 4.86 1
7

3.8
Quality 3.45 4 2 3.58 2 2.57 8
7

3.7
Variety 3.64 3 3 3.85 1 3.86 5
8

Branded Products 3.45 4 3.4 8 2.81 8 3 7

Location 3.36 7 3.8 1 3.54 3 4 3

9

70
 3.6
Store Layout 3.45 4 4 3.42 4 4.29 2
9

Exchange Facility 4 2 3.4 8 2.81 8 3.29 6

3.4
Staff Knowledge 2.86 9 6 3.15 7 3 7
7

3.4
Employee Behaviour 3.09 8 5 3.35 6 4 3
9

Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R - rank

Table 4.17

71
 Graph 4.17

Interpretation:
The above table shows that people at different age levels have different priorities and the
price, variety and location are the most satisfactory.
13.2 CUSTOMER PERCEPTION (GENDER).

GENDER %

CUSTOMER PERCEPTION
MALE FEMALE
(GENDER)

M R M R

Price 3.65 4 4.03 1

Quality 3.68 3 3.47 7

Variety 3.69 1 3.94 2

Branded Products 3.29 7 3.09 9

Location 3.69 1 3.69 3

Store Layout 3.65 4 3.53 5

72
 Exchange Facility 3.26 8 3.59 4

Staff Knowledge 3.22 9 3.22 8

Employee Behaviour 3.34 6 3.53 5

Total No. Of Res. 68 32

Res - Respondents, M - mean, R rank

Table 4.18

Graph 4.18

Interpretation:

73
 The above table shows that the price, variety and location are the most satisfactory
factors in both the genders.
13. AGE OF RESPONDENTS.

NO. OF % OF
AGE
RESPONDENTS RESPONDENTS

BELOW 20 22 22

20-30 45 45

30-40 26 26

40 AND
7 7
ABOVE

TOTAL 100 100

Table 4.19

74
 Graph 4.19

Interpretation:

The above table analyses the age of the respondents at big bazaar. 45% of the respondents
are between the age of 20yrs-30yrs, 26% fall in 30yrs-40yrs bracket, 22% are teenagers,
and 7% of the respondents are 40yrs and above. It is inferred that the respondents are not
evenly distributed on the basis of age and a high percentage of the respondents are in the
20yr-30yrs age group.

75
14. MARITAL STATUS.

MARITAL NO. OF %OF

STATUS RESPONDENTS RESPONDENTS

MARRIED 42 42

SINGLE 58 58

TOTAL 100 100

Table 4.20

76
 Graph 4.20

Interpretation:

The above table analyses the marital status of the respondents at Big Bazaar.

It is seen that 42% of the respondents are marries and 58% are single.

It is inferred that the survey group was evenly distributed on the bases of marital status.

15. MONTHLY FAMILY INCOME.

MONTHLY FAMILY NO. OF % OF

INCOME RESPONDENTS RESPONDENTS

< 10000 9 9

10001-20000 18 18

20001-30000 28 28

30001 < 45 45

TOTAL 100 100

Table 4.21

77
 Graph 4.21

Interpretation:

The above table shows that the monthly family income of the respondents at big bazaar.
In this 45% of the respondents have a monthly family income of Rs. 30000 and above,
28% fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000, and 9% of the
respondents below Rs. 10000.

It is inferred that the respondents are not evenly distributed on the basis of monthly
family income and a high percentage of the respondents have a family income of 30000
and above.

78
 Findings
1. Most of the respondents visit big bazaar at least once a month, with Middle- aged men
being the main visitors.

2. Weekends are preferred over weekdays, with middle aged men being most comfortable
with this time.

3. Most of the respondents prefer to shop in the evening, with young males preferring this
time over the others.

4. A high percentage of respondents prefer to shop with friends followed by spouse in most
of the cases. It was also seen that age plays an important role in deciding the company for
shopping.

5. Print ads are the most successful medium through which people were aware of Big
Bazaar, and females below 40 years are most influenced by it.

6. Respondents have a positive image about Big Bazaar. Most of them are satisfied with the
price, variety and promotional offers, a few were not happy with the long queues at the
billing section.

7. The products at Big Bazaar are doing well and a high percentage of the customers are
satisfied with them, females above the age of 40 years are the most satisfied customers.

8. Most of the customers are satisfied by the product availability, with males between the
age of 20-30 and above 40 being the most satisfied respondents.

9. The signage at big bazaar is helpful to most of the customers and the satisfaction level is
highest in old age groups and males.

10. The respondents are most satisfied with the price of provisions and least satisfied with
the price of apparel. Over all the prices are satisfactory.

79
11. Print ads is the most successful medium of advertising offers and discounts for big
bazaar, at the store displays also play an important role.

12. The promotional offers at Big Bazaar are doing well, the teenagers and old people take
full advantage of these offers and the males are more attracted to the offers.

13. High percentages of the respondents are in the 20yrs-30yrs age group.

14. On The bases of gender there were more males as compared to females.

15. The survey group was evenly distributed on the bases of marital status.

16. Majority of the respondents have a monthly family income of above 30000, which means
that upper middle class is also targeted.

80
CHAPTER 5 CONCLUSION

81
 CONCLUSION

The purchasing power of the consumer has also increased; giving rise to his wants and
needs. It is over here that big retail chains such as Big Bazaar come into picture satisfying
various consumer needs under one roof.

From the survey conducted on the customers' perception towards the marketing mix of
Big Bazaar the following can be concluded regarding the P's:

The customers are highly satisfied with the variety and of products, but at the same time
they are not very happy with the quality and availability of branded products.

Big Bazaar has definitely succeeded in keeping up its image of a value for money store,
as its price has been rated positively. The promotions are not hitting the target. Although
Big Bazaar has been promoting their offers, most of the customers are introduced to these
only at the store.

Customers are delighted with the location of Big Bazaar as it is located in the most
intensely populated area of Hyderabad.

Big Bazaar has been successful in keeping up its promise of providing value for money
goods, but today customers look beyond price, such as quality, employee behaviour, store
atmosphere etc. Big Bazaar has scope for improvement in these yields.

82
 SUGGESTIONS

The marketing mix of Big Bazaar could be more concentrated on the apparel section, as it
is comparatively less satisfactory with. The provision section is already doing well and
gaining customers through word of mouth publicity; hence during promotions the apparel
section could be more highlighted. Branded and designer labels could also be introduced.

In general Big Bazaar is positioned as a low priced and good quality store. But it is only
the low price which has clicked with the customers i.e. the consumer regards Big Bazaar
as a store for reasonable price and not good quality; hence efforts must be made to
improve the perception of the consumers regarding the quality of the products.

During the peak hours (weekends & evenings) the customers face problems due to less
billing counters and less number of employees to attend to them, hence increase in the
number of billing counters and sales person during peak hours is recommended.

In general the store layout is satisfactory, but in certain places it is congested and the
products are not placed properly due to this a few products go unnoticed, hence a more
spacious an well planned store layout is recommended.

The employees have an upper hand in what the customers buy and what they perceive
about the store. It was seen that a high percentage of the respondents are not satisfied
with the employee knowledge and their behaviour. Employees should be trained well and

83
they should have complete knowledge about the products and the promotional offers
running in the store. This could be done by introducing communication workshops;
awards such as employee of the year could also be introduced. The employees should be
more patient, helpful and customer friendly.

Bibliography

84
 BIBLIOGRAPHY

BOOKS:-

Marketing Management:- By: Philip Kotler& Kevin Lankev

Marketing Management:- By: T. N. Chhabra& S. K. Grover
Marketing Research:- By: G C Beri
Research Methodology:- By: N. Thanulinghom

WEBSITES

www.Bigbazaar.com
www.Futuregroup.com

MAGAZINE

Business Today

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Annexure

86
 QUESTIONNAIRE

Customer Name:

Address:

Phone No:

1) Age: ( ) Below 20 yrs, ( ) 20-30 yrs, ( ) 30-40 yrs, ( ) 40 and Above

2) Monthly family income (Rs): ( ) Below 10000, ( ) 10001-20000, ( ) 20001-30000,

( ) 30001 and Above.

3) Marital status: ( ) Married, ( ) Single

4) How often do you visit BIG BAZAAR?

( ) Weekly once, ( ) Fortnightly once, ( ) Monthly once, ( ) Quarterly once,
( ) During special events, ( ) First time.

5) When do you shop at BIG BAZAAR?

( ) Weekdays, ( ) Weekends, ( ) Anytime,

6) You prefer to shop in the?

( ) Morning, ( ) Afternoon, ( ) Evening.

7) Usually you shop with?

( ) Spouse, ( ) Parents, ( ) Children, ( ) Friends, ( ) Relatives, ( ) Alone.

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8) How did you come to know about BIG BAZAAR?
( ) Print ads, ( ) Hoarding, ( ) Word of mouth, ( ) Other medium

9) How important are the following factors while shopping: 1-not at all important, 5-very
important?
RATING 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE LAYOUT

EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

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10) Are you satisfied with the products available a BIG BAZAAR?
( ) Yes, ( ) No,

11) Do you find it difficult to locate a product that you need?

( ) Yes, ( ) No,

12) What do you think about the prices at BIG BAZAAR?

13)
14)
15)

VERY LO SAME AS HIG VERY

RATINGS
LOW W OTHERS H HIGH

PROVISIONS

FRUITS AND VEGTABLES

CROCKERY, UTENSILS &

PLASTIC

APPAREL

89
16) How did you come to know about the promotional offers at BIG BAZAAR?
( ) Print ads, ( ) At the store, ( ) Word of mouth,

Others_________________

17) Do you take advantage of the promotional offers at BIG BAZAAR:

( ) Yes, ( ) No,

18) How satisfied are you regarding the following factors at BIG BAZAAR: 1-Highly
Dissatisfied, 2- Dissatisfied, 3- Neutral, 4- Satisfied 5- Highly Satisfied?
RATINGS 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE

90
LAYOUT

EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

Any Suggestion?

________________________________________________________________________

______________________________________________________________________

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