Summer Internship Project Report

on

MARKETING ACTIVITIES & STRATEGY

OF BIG BAZAAR, GURUGRAM FUTURE GROUP

Submitted in partial fulfillment of the requirements

for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

to

Guru Gobind Singh Indraprastha University, Delhi

Under the Guidance of Submitted by

Dr. NITU AGGARWAL
PROFESSOR
Name of
Student: Abhiahek pathak
BBA-V Sem, Shift(M)
Erollment no:00280401715
CERTIFICATE FROM THE ORGANIZATION
BONA-FIDE CERTIFICATE OF DEAN-SCHOOL OF

MANAGEMENT
 ACKNOWLEDGEMENT

I sincerely would like to show my gratitude towards all those persons who have helped me

throughout my project work.

I am heartily thankful to MR. NEERAJ KUMAR marketing head of north India at

FUTURE GROUP for giving me his valuable guidance for preparing this report. He has

been an exceptional mentor during these two months of training. It has been a great learning

experience of being a trainee under him.

I would like to express my special thanks to all the another official who has helped me a

lot during this STR. Their critical advices helped me to make this report more effective.

I want to give my sincere thanks as I am deeply indebted to my guide Dr. NITU

AGARWAL for her guidance and support throughout our project. She gave me great

support to prepare this project, too. And all who directly or indirectly helped me in

preparing this report.

ABHISHEK PATHAK

BBA (5th Sem.)

Roll No- 00280401715

 DECLARATION

I do hereby declare that the research report titled MARKETING STRATEGY OF

FUTURE GROUP WITH REF TO BIG BAZAR submitted by me in partial fulfilment

of the requirement of Integrated Master of Business Administration, exclusively

prepared and conceptualized by me and is not submitted to any other Institution or

University or published anywhere before for the reward of any

Degree/Diploma/Certificate. It is the Original work of mine and has not been obtained

from any other part.

ABHISHEK PATHAK
BBA (5th Sem.)
Roll No- 00280401715

Certified that the Summer Training Report & Viva Voce submitted in partial fulfilment

of Bachelor of Business Administration (BBA) to be awarded by G.G.S.I.P. University,

Delhi by ABHISHEK PATHAK Enrolment no 00280401715. Certified that the

Summer Training Report & Viva Voce submitted in partial fulfilment of Bachelor of

Business Administration (BBA) to be awarded by G.G.S.I.P. University, Delhi by

Date:

Signature of the Guide

Name of the Guide:
Designation:
 TABLE OF CONTENT

P
A
G
E
N
O
S. NO. PARTICULARS .
1 Chapter-I Introduction 1
Overview of Industry 3
Major Retailers in India 6
Organizational Overview Future Group 7
Overview Big Bazaar 9
1
Marketing Mix of Big Bazaar 2
1
Product 2
1
Price 4
1
Place 4
1
Promotion 5
2
2 Chapter-II: Review of Literature 2
2
4. Chapter-III: Research Methodology 5
2
5. Chapter-IV: Data Reduction, Presentation & Analysis 7
6. Chapter-V: Data Interpretation
Findings 51
Recommendations 53
7. CHAPTER IV SUMMARY AND CONCLUSION 54
8. Appendix 1 55
Appendix 2 57
9. Bibliography 64
 ABSTRACT

TITLE: Marketing Activities & marketing strategy of Big Bazaar,

Big Bazaar has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof. Big Bazaar has maintained
that uniqueness & has succeeded in attracting customers. Therefore the basic objective
of this study is to find their target customers and understanding its marketing strategies.

Based on the topic objectives a questionnaire was designed which consist of 10

questions and response is collected from the customers who are visiting the store. For
data collection convenient sampling method was adopted. For this project the area of
research is Big Bazaar, gurugram).

Where Big Bazaar is not just another hypermarket; it caters to every need of your
family. Big Bazaar scores over other stores is its value for money proposition for Indian
customers.
With the ever-increasing array of private labels, it has opened doors in the world of
fashion and general merchandise, including home furnishings, utensils, crockery,
cutlery, sports goods and much more at prices that will surprise customers.
 INTRODUCTION
Background of the study
Big Bazaar has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof. To attract more customers
companies have to carry out the promotional activities in unique way. Big Bazaar has
maintained that uniqueness & has succeeded in attracting customers. Therefore the
basic objective of this study is to find their target customers and understanding its
marketing strategies.

Need for the Study

India is having huge customer base having different choices and behavior. To satisfy
their need is a different task. To achieve this Indian retail has change from Kirana to
retail outlets and has becoming the need in India. Different retail outlets are offering
different scheme and promotional strategies. Thus a study is been conducted to know
the effective marketing strategies needed to attract new as well as retaining the existing
customers.

Objectives of the study

Primary Objective:
To know the effective Marketing Strategy which Influence customer to
purchase a product of Big Bazaar in comparison to other Retail Store.
Secondary Objective:
To enable us to gain an insight into the corporate world.
The study is aimed at understanding how an organization practically works in
the real situation.

Scope of the Study

This report is based on the study conducted at Big Bazaar,gurugram
It aims at understanding the companys establishment, organization structure,
departments, techniques, marketing strategies and the advantages it is having
over the competitors.
 An attempt is made to analyze the companys performance in comparison to
the theoretical aspects.

Limitation of the Study

Time limit is a major constraint.
As per the company rules many information was not disclosed.
As the managers are busy in their daily schedules it is not possible for us to
spend more time in interaction and discussion with them.
Some time respondents dont provide accurate information which may
influence the survey result.
1.1 OVERVIEW OF INDUSTRY
The Indian retail industry is the fifth largest in the world. Comprising of organized and
unorganized sectors, India retail industry is one of the fastest growing industries in
India, especially over the last few years. Though initially, the retail industry in India
was mostly unorganized, however with the change of tastes and preferences of the
consumers, the industry is getting more popular these days and getting organized as
well. The US-based global management consulting firm, A T Kearney, in its Global
Retail Development Index (GRDI) 2012, has ranked India as the fifth most attractive
nation for retail investment, among 30 emerging markets.

Indian retail industry is second largest employer after agriculture, employing more than
35 million people with wholesale trade generating additional 5.5 million employments,
accounting for over 10 percent of the countrys GDP and around 8 percent of the
employment, as per the National Sample Survey (NSS) 2009-10. India's retail sector is
estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by 2018, with a
compound annual growth rate (CAGR) of 10%, which is quite lucrative. 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.

Indian Retail Market Segment

Food
Fashion
Leisure & entertainment
Fashion accessiries
Consumer durables
Health, beauty & pharma
Furniture
Telecom
Books & music

Fig. 1.1 Fig. 1.2

Retailing in India is gradually inching its way toward becoming the next boom industry.
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-storied 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 average 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.

1.1.1 Opportunities for the Organized Retail Sector In India

1. Indias booming economy is a major source of opportunity. It is the third largest
in the world in terms of purchasing power. India is the second fastest growing
major economy in the world.
2. Indias huge population has a per capita income of Rs 53,331 PA in 2010-11.
3. The proportionate increase in spending with earnings is another source of
opportunity.
4. With the Indian economy now expected to grow at over 8% and with average
salary hikes of about 15%, manufacturers and retailers of consumer goods and
services can expect a major boost in consumption.
5. The Demography Dynamics are also favorable as approximately 60 per cent of
Indian population is below the age of 30.
6. Increasing instances of Double Incomes in most families coupled with the rise
in spending power.
7. Increasing use of plastic money for categories relating to Apparel, Consumer
Durable Goods, Food and Grocery etc.
8. Increased urbanization has led to higher customer density areas thus enabling
retailers to use lesser number of stores to target the same number of customers.
Aggregation of demand that occurs due to urbanization helps a retailer in
reaping the economies of scale.
9. With increased automobile penetration and an overall improvement in the
transportation infrastructure, covering distances has become easier than before.
Now a customer can travel miles to reach a particular shop, if he or she sees
value in shopping from a particular location.
1.1.2 Retailing formats in India
1. Malls
2. Specialty Stores
3. Discount Stores
4. Department Stores
5. Hyper marts / Supermarkets
6. Convenience Store
7. MBOs
8. E-trailer

(a) Malls:
Mall is largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They
lend an ideal shopping experience with amalgamation of product, service and
entertainment, all under a common roof. E.g. GIP (Noida), Select City in Saket, Delhi.

(b) Specialty Stores:

Focusing on specific market segments and have established themselves strongly in their
sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer
Crossword, RPGs Music World and the Times Groups Music chain Planet M is a
couple of examples.

(c) 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. E.g. Levis Factory Outlet, Adidas Factory Outlet etc.

(d) Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Further they are classified into localized departments such as clothing, toys, home,
groceries, etc. E.g. Shoppers Stop, Lifestyle, Fair Price etc.
(e) Hyper marts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as
Hypermarket/Supermarkets. These are located in or near residential high streets. These
stores today contribute to 30% of all food & grocery organized retail sales. Normally
Hypermarkets are ranging from 30,000 Sq ft and more. Super Markets can further be
classified into 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. E.g. Big Bazaar, More Hyper, Spencer etc for
Hypermarket and Food Bazaar, Reliance Fresh are called as supermarket.

(f) Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for
extended periods during the day, seven days a week. Prices are slightly higher due to
the convenience premium. E.g. Safal, In & Out etc.

(g) MBOs:
Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros. E.g.
Brand Factory, Planet Sports etc.

(h) E-trailers:
Retailers providing online buying and selling of products and services.

1.2 MAJOR RETAILERS IN INDIA

The major retailers occupied in the organized retail sector in India are:
1. Future Group
2. Aditya Birla Group
3. Reliance Group
4. Bharti Group
5. Tata Group
6. RPG Group
7. K Raheja Group etc.
1.3 ORGANIZATIONAL OVERVIEW (FUTURE GROUP)
Mr Kishore Biyani CEO, Future Group 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, the company operates
over 16.33 million square feet. Of retail space, has
over 1000 stores across 85 cities and 60 rural
locations across the country and employs over 35,000
people. The companys leading formats
include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian
hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel
of Indian bazaars with aspects of modern retail like choice, convenience and quality.
Central is a chain of seamless destination malls. Some of its other formats include Shoe
Factory, Brand Factory, Blue Sky, Fashion Station, Mobile Bazaar and Star Sitara
(Beauty clinic). The company also operates an online portal, Futurebazaar.com. A
subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a
large-format home solutions store, selling home furniture products and E-Zone focused
on catering to the consumer electronics segment.
Future Group understands the soul of Indian consumers. As one of Indias retail
pioneers with multiple retail formats, we connect a diverse and passionate community
of Indian buyers, sellers and businesses. The collective impact on business is
staggering: Around 220 million customers walk into our stores each year and choose
products and a service supplied by over 30,000 small, medium and large entrepreneurs
and manufacturers from across India and this number is set to grow.

Mission:
We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to
economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments for classes and for
masses.
 We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we
do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.

1.3.1 KEY GROUP COMPANIES:

Retail:
Pantaloon Retail (India) Limited *
Future Value Retail Limited
Finance:
Future Generali Life Insurance Company Limited
Future Generali (India) Insurance Company Limited
Future Capital Holdings Limited *
Future Ventures (India) Limited *
Services
Future Supply Chains Limited
Future Human Development Limited
Future Media (India) Limited
Future Corporate Resources Limited

Public Limited Companies listed in the National Stock Exchange and Bombay Stock Exchange.
Fig. 1.3
Big Bazaar is not just another hypermarket; it caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for Indian
customers.
With the ever-increasing array of private labels, it has opened doors in the world of
fashion and general merchandise, including home furnishings, utensils, crockery,
cutlery, sports goods and much more at prices that will surprise customers.

History of Big Bazaar

The first Big Bazaar store, with an area of about 24,000 square feet, opened on VIP
Road, Kolkata in August 2001. This was followed by stores in Hyderabad, Bangalore,
Mumbai and Gurgaon. The initial categories on offer were apparel, general
merchandise and food. Later, several brands from categories like electronics, furniture,
music, communications and books were added to the bouquet of products.
Big Bazaar implemented SAP in 2005 to run its stores in the most efficient manner that
technology could provide. With an increasing number of customers patronizing its
stores, it was time for Big Bazaar to reach out to them. To pay tribute and to tell them
how much they were appreciated, Big Bazaar launched a co-branded credit card. In
association with ICICI bank, the Big Bazaar-ICICI Bank credit card made its first
appearance in May, 2002. As an extension of its customer relationship initiatives it also
launched Shakti, a credit card for housewives, in February 2006. The card was unique,
for it required no proof of income.

Fig. 1.4
BRAND STRATEGY
Segmentation: They divided Indian consumer in three categories:-
India One- Elite class with high disposable income.
India Two- Middle class customers.
India Three- Struggling class with very low incomes.
Targeting: India One and Two

Key Insights from the Target Group:

Saving is the key driver for the consumers.
Indian consumers feel comfortable in crowds and motivated through what all
the people are buying.
Its only human to want more Shopping ka mazaa tabhi aata hain jab
milti hai dher saari cheezein or bahut si variety.
Indian consumers are more family oriented.
Shopping is a source of entertainment, as they come in groups.
Indian-ness is not all about Swadesi, its doing things in Indian ways.
A person had to hear about an offer thrice, before he actually makes a decision
to buy.

BRAND VALUES
Brand Big Bazaar stands for delivering value for money. Customer service and
shopping comfort are at the core of Big Bazaars philosophy. Innovation and initiative
define its brand character. It strives to reach out to its customers by imbibing the local
flavor and melting into the local geography. In November 2007 Big Bazaar has
launched a campaign titled Power of One. This initiative encourages customers to
add One Rupee to their bill towards donation to a social cause. Big Bazaar makes an
equal contribution and donates the entire proceeds to an NGO called Save the Children
India. This is a selfless body which has been working for the welfare of children from
marginalized sections of society.
The brand anthem Khushiyon se Bhari Jholi connects with the customers at an
emotional level positioning Big Bazaar as part of the happy moments.
Future Groups Few Popular Private Label Brands:
Fashion Brands

FMCG Brands:

Electronics Brands:

Fig. 1.5
2.1 MARKETING MIX OF BIG BAZAAR

A. PRODUCT
With a better understanding of consumer behavior across various cultures and classes,
Big Bazaar has put together a stunning range of over 160,000 SKUs. Private labels of
Big Bazaar are among the largest apparel and fashion brands in the country. These
include, DJ&C mens casual wear range and Knighthood mens formal wear range;
Pink & Blue, Such are exclusive garments designed for modern kids; Srishti, a label of
ethnic wear for women; Haute N Spicy, fashionable western wear for teenage girls;
Dreamline, a label that caters to an entire range of home linen, utensils and crockery
and Dtachi, Milestone a luggage label that offers outstanding value for money. Big
Bazaar has also tied up with a host of well-known brands which offer exclusive lines
created especially for the store. These include Levis, Lee Cooper, Lotto, Reebok,
Wrangler and Disney.

Products in Apparel Section

Products in Toys & Stationary:

Luggage & Furniture & Electronics Department:

Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section:

Food & Non Food Section:

B. PRICE:
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at
Big Bazaar is based on the following techniques:
1. Psychological Pricing: Big Bazaar offers financing at low interest rate. The
concept of psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract
customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali,
Holi etc.)
2. Differentiated Pricing: Differentiated pricing i.e. difference in rate based on
peak and non-peak hours or days of shopping is also a pricing technique used
in Indian retail, which is aggressively used by Big Bazaar.
E.g. Wednesday Bazaar
3. Bundling: It refers to selling combo-packs and offering discount to customers.
The combo-packs add value to customer and lead to increased sales. Big Bazaar
lays a lot of importance on bundling. E.g.
3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22)
5kg Oil + 5kg Rice + 5kg Sugar for Rs 599.
Buy 2 get 1 free.
4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 (MRP of one Bottle
is Rs. 65) Offer valid for 2 days only.

C. PLACE:
The success of any retail store depends on three factors- Location, Location and
Location. The Big Bazaar stores are operational across three formats hypermarkets
spread over 40,000-50,000 sq. ft., the Express format over 15,000 20,000 sq. ft. and
the Super Centres set up over 1 lakh sq. ft. Currently Big Bazaar operates in over 90
cities and towns across India with 161 stores by June 30, 2012. Apart from the Metros
these stores are also doing well in the tier II cities. These stores are normally located in
high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early
advantage before the real estate value booms.
In Delhi few Big Bazaars are situated below Metro Stations so the people can easily
access the stores through the best mode of public transport like Delhi Metro. Besides
Metro stations other stores are situated at Famous malls. Big Bazaar in GIP (Great India
Palace), Noida is one of the most profitable store in Delhi NCR Region.
In order to gain a competitive advantage Big Bazaar has also launched a website
www.futurebazaar.com, which helps customers to orders products online which will be
delivered to their doorstep. This helps in saving a lot of time of its customers.

D. PROMOTION:
Big Bazaar has been credited with some of the biggest consumer campaigns in the history
of Indian retail. In celebration of Republic Day, Big Bazaar created a three-day shopping
bonanza called Sabs Sate Teen Din. This has now become a national event that attracts
millions of customers eager to benefit from the once-in-a year smart deals. In January 2008,

the three-day event generated sales worth over Rs. 240 core in 80 Big Bazaar stores. 15th

August, Indias Independence Day is billed as the Mahan Savings Day. So successful
has this become that to cater to the rush Big Bazaar stores in many cities stay open till
midnight. Wednesday Bazaar is the Hafted kea Sabs Shasta Din. It was initially created
with the intent of decongesting weekends and driving footfalls on weekdays. As it
transpired, most Big Bazaar stores now attract as many customers on Wednesdays as they
do on weekends. A property that offers special benefits and privileges to senior citizens
was built around Senior Citizens Day. Earlier Price Challenge was created to reinforce Big
Bazaars value proposition of Is se siesta air ache chain nail. That scheme simply offered
twice the price difference should the cost of an item at a Big Bazaar store be found to be
more than the market price. This tag line is now replaced by Nay India Ki Bazaar.

Exchange was an innovative promotion launched by Big Bazaar in 2005 to provide

customers an opportunity to get rid of their junk and in return shop for a wide range of
products at a discount. In-store communications in Big Bazaar are unique and rather
novel. To ensure that no one misses out on an opportunity to gain from special offers,
service boys ferry around a trolley with the product inside, announcing the scheme. Not
only is this entertaining it also helps customers pick up the product from the trolley
instead of walking up to the rack where it is on display. To make sure that non-English
speaking customers dont feel alienated the communication is also conducted in the
Local language. The communication is always unambiguous and direct.
So the various promotional schemes used at Big Bazaar are:
Mahabachat Ke 5 Din
Hafte ka sabse sasta din Wednesday Bazaar
Exchange Offers Junk Swap Offer
Pay Back Card
Employee Discount Card (EDC)
Advertisement (Print Ad, TV Ad, Radio)
Brand endorsement by Sachin Tendulkar.

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like
Westside, Shoppers Stop and Lifestyle. They are:
Keep West- aSide. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change your Lifestyle. Make a smart choice!

Fig. 2.1
(a) Pay Back Card, Credit Cards & Gift Vouchers of Big Bazaar:
Big Bazaar offers different Pay Back Cards, credit Cards & Gift Vouchers to attract the
new and retain its existing customers. All these cards are offered to satisfy the different
needs and to provide maximum benefit to its loyal customers.
(b) Pay Back Card
Future Group has taken the whole concept of customer loyalty to the next level by
joining hands with PAYBACK. PAYBACK is Indias largest and one of Europes most
successful multi-partner loyalty programs. With PAYBACK, customers can shop, save
and get rewarded. This program enables consumers to collect millions of points across
online and offline partners with just a single card. Customers can accumulate points
across Future Group formats, thereby making shopping rewarding.

Fig. 2.2

(c) Employee Discount Card (EDC):

All the employees of Future Group are given a Special Discount Card known as EDC.
Through this card the employees can buy any product at a special discount of 4% to
20% on different product category over which there is no any promotional offer is
running. There is a limit fixed over each EDC which varies over salary structure of
employee, means higher the salary higher the discount limit and vice versa. The card is
valid for one year or the discount limit of each card whichever less is.

(d) Future Group Monthly Bichat Bazaar:

All the SBI Card holders are eligible for this offer. The main benefits are:
5% instant discount on select "Super Saver" offers.
Offer valid during Monthly Bichat Bazaar days i.e. 1st to 8th of every month at
Big Bazaar and Food Bazaar outlets. (This offer was valid till 8th June 2012)

Fig. 2.3
Other Promotional Activities:
(1) Advertising:
Before designing the advertising campaign for the Big Bazaar brand, the message that
needs to deliver about the brand through advertisement needs to be designed. It would
involve following three elements:
Style of the Message: Style of the message would be Value and Benefit
Provider and attention seeker.
Tone of the message: The tone of the message would be positive.
Message Text: Nay India ka Bazaar This single line statement would
convey the modern retail format of the Big Bazaar.
Advertising campaigns for Big-Bazaar will take place in the form of following:

(2) Print Ads:

This would take place in the form print advertisement in newspaper and everyday
magazines.
The advertisements would initially aim at educating the consumer about Big-Bazaar as
a brand. An effective communication as has been followed by the brand is the regular
newspaper print advertisement with tag line of Nay India Ka Bazaar and
comparison of prices of various consumer products at Big-Bazaar vis--vis local market
prices. Big-Bazaar newspaper advertisements will be presented just before the launch
of any new scheme. This will create aura about the Big-Bazaar brands in the minds of
consumers.

Fig. 2.4
(3) TV Ads:
Big-Bazaar commercials will be shown on the various channels in India. These ads will
convey about the various offerings of the Big-Bazaar such as Fashion Collections and
Jewellery, Home and Personal Care, Electronics, Furniture. The advertisement will
focus on the variety and quality of the specific offerings and convey the core values of
Big-Bazaar as a place where these products are available at the lowest available price
with the environment of modern Indian retailing. The TV ads would be aired during
Prime-time hours of the channels where mostly the household members watch
television.

(4) Road-side advertisements:

Road side advertisement will take the form of road side billboards which would be
displayed at prime locations in the cities and towns conveying the central idea of Big-
Bazaar of low prices and quality products. The bill-boards will display the catch phrases
about Big-Bazaar aiming to attract the consumers.

(5) Radio Ad:

The objective of radio based advertising is to inform the customers at the new
happening at Big-Bazaar outlets while at the same time conveying the culture of Big
Bazaar of offering the values deals for a broad range of products.

(6) Sales Promotion

Sales promotion activities for Big-Bazaar will take place through the following forms.

6.1 Coupons:
In order to boost sales, various discounts coupons will be offered to buyers at Big-
Bazaar such as buy 2- get 1 free, discount coupons on bulk purchase. Such a step
would help to increase sales per consumer of the Big-Bazaar. At the same time, coupons
can be printed in local newspaper ads and magazines mentioning the discounts that can
be availed on these coupons with respect to specific purchase. This will help draw
consumers to the store and initiate purchase.
6.2 Gift Vouchers:
Big Bazaar offers gift vouchers of different denomination for Gifting their valuable
customer or are available to be gift some dear one so that he/she can redeem it in his/her
desired shopping product.

Fig. 2.5
6.3 Contests:
Contests will be hosted by Big-Bazaar with some incentive which will help to generate
awareness about Big-Bazaar as a brand. The theme lines of the contest will help spread
awareness about the various offerings of Big-Bazaar and best deals offered by Big-
Bazaar thereby boosting Big-Bazaar brand.

6.4 Premiums:
Premiums will be offered to buyers during special occasion in the form of an offer
which could be either free or at a low price that provides incentive for the buyers. It can
be in the form of Rachis gift during the times of Rashad Banana or a Photo frame of
Lord Ganesh during the times of Ganesh Utah etc.

6.5 Personal Selling

Personal Selling would aim at educating customer at the point of purchase and help
them making a better purchase decision with respect to consumer products. This would
help to build consumer satisfaction and give consumer a feeling of having made a right
decision. There are following essential elements critical to personal selling in the
context of big-Bazaar.
Well trained staff
Motivation to employees to think out of the box and take innovative steps.
Training would be provided to the staff about the different products in the store and
persuasive and communication skills in order to interact effectively with the buyers.
Training would be provided to the sales person at the store evaluate buyerspreferences
for a particular product, build conviction about the brand and influence the buyer to
purchase the brand. While doing this, a continuous effort would be made to educate the
buyer of the core culture of Big-Bazaar of value deals and provide efficient customer
value to the consumers.

6.6 Public Relation and Publicity:

The objective of Public Relations and Publicity as a marketing communication mix for
Big-Bazaar as a brand is to establish good-will in the minds of the consumers. The
various Public Relations and Publicity campaigns which will be used to build Big-
Bazaar brand would be though the following:
Events: This would involve arrangement of special events such as exhibits,
contests, competition.
Sponsorships: Sponsorship of national events and highly regarded causes
such as AIDS awareness campaign.
Association with consumer products exhibitions.
 LITERATURE REVIEW

Marketing for a Retail Business is an integral part of any retail organization. It is

believed that customer doesnt buy the product all the time; it is the marketer who
creates the demand for their product. Implementing marketing techniques can help
retailers increase sales.

Every business is a marketing business, as John Jantsch, author of "Duct Tape

Marketing," says in his book. This is especially true for retail businesses. In a
competitive business environment, starting a retail business is only half the job done.
Retailers must constantly work toward getting customers to buy their products and
convert potential customers into sales. Knowing and applying basic marketing
techniques can boost the retail business and give it an edge over competitors.

Today businesses are employing various marketing and promotional strategies to retain
their consumer base. With the concept of relationship marketing surfacing, the market
is completely consumer oriented, and the sole aim of any business today is to serve and
satisfy their customers in the best possible manner. The fact that consumer retention has
gained precedence over acquisition, considering the cost involved, has made it even
more important for businesses to satisfy the consumers and win their loyalty. With
competition hotting up, Indian retail chains are beefing up their marketing activities to
recharge their brands.

Gibson Vedamani, chief executive officer, Retailers Association of India, the Industry's
apex body says that "Since retail chains have attained a certain level of operation, the
focus will shift to above-the-line (ATL) marketing. Each store will now want to
communicate their brand differentiation to their consumers.

Julie-Ann Amos a freelance business writer says "If you are in the retail business, then
you need to wake up and think carefully about your current marketing strategy. If you
don't you could find yourself trailing behind the competition and losing business to
other retailers".

Therefore for formulating the effective marketing strategy the marketer should keep in
mind the following for the retail businesses:
1. Research and identify your target market. A retail business usually depends on
a defined local area, so determining the location, market size and buying habits
of your target market will help you identify your potential customers and how
you can promote your retail business to them.
2. Develop a unique marketing message. Think of how your retail store or product
helps solve a particular problem or satisfies a specific need of your target market
and what makes your product better than competitors. Ensure that this core
marketing message is used across all channels for promoting your retail
business.
3. Create a marketing kit. Print business cards and brochures that list your contact
details and the products and prices you offer so that customers have quick access
to the information they need and can follow up with you later. As part of your
marketing kit, create a periodic e-newsletter with information about special
sales, tips on using your products and new products you are offering.
4. Develop a website. The website should provide all relevant information about
your business and products. Set up an online store to allow customers to
purchase your products directly from the website. This will boost your sales and
help you attract customers beyond your local market.
5. Advertise in local publications or on online sites that are relevant to your
product or market. Though advertising can be expensive, it can help directly
promote and educate potential customers about your product and its benefits.
Include a call to action in the advertisement by offering readers a discount
coupon.
6. Engage and build relationships with customers online. Using low-cost social
media tools such as a blog, Facebook page or Twitter profile, connect and start
a conversation with prospects and existing customers and keep them informed
of latest products, events or sales.
7. Organize events such as a special Valentine's Day sales or even a free workshop
to draw crowds into your retail store, generate press coverage and publicize your
business in the local community. Participate in trade fairs and set up a booth to
demonstrate your product. At the fair, offer free trials to prospective customers
to persuade them to buy your product or visit your store.
 8. Get testimonials from existing customers. Nothing speaks louder than an
endorsement from a customer who has tried your product and is happy with it.
Include these testimonials in advertisements, your website and other marketing
materials.

To drive foot traffic to the retail store, one needs to employ retail marketing activities.
Retaining customers is done with good service, product selection and competitive
pricing. Getting customers through the door for the first time, or bringing back old
customers, is achieved by using effective marketing promotions.
 RESEARCH METHOD AND PROCEDURE

Since the study is on retail sector first the detail observation 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 etc.

Based on the topic objectives a questionnaire was designed which consist of 10

questions and response is collected from the customers who are visiting the store. For
data collection convenient sampling method was adopted.
For this project the area of research is Big Bazaar Gurugram.

Objective of the Study:

To know the effective Marketing Strategy which Influence customer to
purchase a product of Big Bazaar.

Data Collection Method:

Market research requires two types of data i.e. Secondary data and Primary data.
Primary data has been used abundantly for the study. Questionnaire is prepared & the
survey was undertaken. Feedback and suggestion for the store has been taken by asking
questions and observation has also done to gather primary information.
There is also a use of secondary data, collected from the various Journals, books, and
websites & from store employees and management.
Primary Data: In store customer survey through Questionnaire.
Secondary Data: Journal, Annual Reports, Company Manual &
Websites.
Location of Research: Big Bazaar, Gurugram)
Research Approach: Survey Method
Research Design: Descriptive Research
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
they are being picked so sampling method is used in this study is Convenient Sampling.
Sample Size: 500 Respondents
Sampling Method: Convenience Sampling
Sample Unit: Customers of Big Bazaar
Measuring Tool: Questionnaire

Catchment Area: North - West Delhi, India

Fig. 4.1
 DATA ANALYSIS

Location of Respondents
4 5 Ashok Vicar/ Bharat Nagar
17 5 Keshavpuram/ Kanaya Nagar/ Tri Nagar

8 Shakti Nagar/ Kamla Nagar/ Model Town

13 Wazirpur/ Netaji Subhash Place

Shalimar Bagh/ Prashant Vihar
17
Pitampura/ Kohat Enclave/ Rani Bagh

Rohini/ Rithala
31 Others

Fig. 5.1
Analysis:
Location No. of Respondents % of Respondents
Ashok Vihar/ Bharat Nagar 19 4%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 23 5%
Shakti Nagar/ Kamla Nagar/ Model Town 25 5%
Wazirpur/ Netaji Subhash Place 42 8%
Shalimar Bagh/ Prashant Vihar 85 17%
Pitampura/ Kohat Enclave/ Rani Bagh 155 31%
Rohini/ Rithala 65 13%
Others 86 17%

Table 5.1
Under this data collection North West Delhi is taken into consideration as the store is
situated in this location. In my customer visit analysis over 500 visitors I got to know
that most of the customers come from Pitampura/ Kohat Enclave & Rani Bagh area
followed by Shalimar Bagh/ Prashant Vihar, followed by Rohini/ Rithala and followed
by Wazirpur/ NSP area. Along with these there are so many people who came from
other areas of Delhi & NCR.

Interpretation: As right now there is no such Hyper Market like Big Bazaar is situated
near by these top most location, therefore Big Bazaar is getting the advantage of
attracting these customers. Further people resident of these location also have good
spending capacity therefore they like to shop in these store formats.
 Mostly Spoken Language by Customer

4% 10% 4%

Hindi
English
Punjabi
82%
Others

Fig. 5.2
Analysis:
Language No. of Respondents % of Respondents
Hindi 411 82%
English 18 4%
Punjabi 51 10%
Others 20 4%

Table 5.2

In this data I found that most of the people who visit in the store speak Hindi, followed
by Punjabi, followed by English. There are also few people who speak different
language like Marwari, Bihari, Haryanvi, Some people are also there who speak South
Indian languages like Tamil, Telgu etc.

Interpretation: In Delhi most of the people use Hindi as the primarily language
because of its common use and it is known to all the people.
 Gender of Respondents

43%

57% Male Female

Fig. 5.3
Analysis:
Gender No of Respondents % of Respondents
Male 287 57%
Female 213 43%

Table 5.3

In this research work the data are collected unintentionally more by Male Visitors then
the Female Visitors but it doesnt mean that Female visitors are less then Male Visitors
because random selection is done while doing this research.
 Age Group of Respondents
45
38
40
35
30
26 24
25
20
15
10 8
3
5 1
0
15-20 21-25 26-35 36-50 51-60 61-80

Fig. 5.4
Analysis:
Age Group No of Respondent % of Respondents
15-20 38 8%
21-25 128 26%
26-35 192 38%
36-50 120 24%
51-60 15 3%
61-80 7 1%

Table 5.4

From the above table it is clear that most of the people in this research belong to age
group of 26 to 35 followed by 21 to 25 then 36 to 50. So on an average customers age
is in between 21 to 50 who visit the store the most. This research includes the customers
of age as low as 15 year old.

Interpretation: The reason is being people of this age group have more purchasing
power, self-dependency as well as having purchasing decision ability.
 Respondents Average Monthly Spending
30
27
25
25

20 18
14 14
15

10
5
2

0
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Fig. 5.5
Analysis:
Average Monthly Spending No. of Respondents % of Respondents
Below 2500 9 2%
2501-4000 71 14%
4001-6000 127 25%
6001-8000 133 27%
8001-10000 89 18%
Over 10000 71 14%

Table 5.5
From the above table it is clear that most of the respondents spending are between 6001-
8000, followed by 4001-6000, followed by 8001-10000. On an average most of the
customer spent between 4001-8000. There are very few respondents whose average
monthly spending is below 2500.

Interpretation: The reason may be that the North West Delhi belongs to the Higher
& Upper middle income group people further so many families have double income
households.
 Mode of Commotion
60
48
50

40

30 25

20 15
11
10

0
Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Fig. 5.6
Analysis:
Mode of Commotion No. of Respondents % of Respondents
Two Wheeler 95 15
Four Wheeler 156 25
Auto/ Rickshaw 70 11
Public Transport 301 48

Table 5.6
From the above table it is clear that most of the respondent travels here through Public
transport like Metro Train or Buses followed by Four Wheeler, followed by Two
Wheeler, and followed by Auto / Rickshaw.

Interpretation: The reason of being using public transport is that the store is situated
below the Metro station as well as public transport is a very convenient mode to reach
Big Bazaar, Wazirpur. Further ladies who dont know driving mostly travel by auto
rickshaw. People who come to shop with family and who make bulk purchase usually
bring four wheeler.
 Frequency of Visit to Big Bazaar
30 28
24
25

20
16 16
15

10
7
4 3
5
2
0
Wednesday Weekend Once a Week Twice a Once a Twice a Once a Other
Week Fortnight Fortnight Month

Fig. 5.7
Analysis:
Frequency of Visit No of Respondents % of Respondents
Wednesday 44 7%
Weekend 181 28%
Once a Week 26 4%
Twice a Week 10 2%
Once a Fortnight 106 16%
Twice a Fortnight 22 3%
Once a Month 155 24%
Other 102 16%

Table 5.7
From the above table it is very clear that most of the respondents visit the store on
weekends followed by once a month and so on. This question was multiple choice
question because its not like customers prefer to shop on weekend dont come on
weekdays and all. Therefore the result here we saw is most preferred visit of customers.

There are lots of respondent who answer this question as others. Here others refer to
Occasionally, Rarely or First Time visit.

Interpretation: The reason of being shopping at weekend is that most of the people
enjoy holiday on these days. The reason of shopping at Wednesday is that it is the
Hafte ka sabse sasta din in Big Bazaar where special offers are given to customers
only at that day.
 Mostly Shop Product at Big Bazaar
50
43
45
40
32
35
30
25
20
15 11
8
10
4
5 1
0
Food/ Groceries Clothes Home Utensils/ Electronics Furniture Others
Plastics

Fig. 5.8

Analysis:
Mostly Shop Product No. of Respondents % of Respondents
Food/ Groceries 360 43
Clothes 268 32
Home Utensils/ Plastics 95 11
Electronics 31 4
Furniture 6 1
Others 68 8

Table 5.8

In this analysis it is very clear that most of the respondents visit the store to buy
Food/Groceries Items the followed by Clothes then followed by Home Utensils &
Plastics item. Electronics & Furniture are the least bought products in big Bazaar.

Interpretation: This is because Food / Groceries & Clothes are the most consumable
products in general where as other products are shopped occasionally.
 Reason of Buying at Big Bazaar
45
42
40
35
30
30
25
20
14
15
9
10
6
5
0
Quality Low Prices Value for Money Convenience Near to Home

Fig 5.9

Analysis:
Reason of Buying form Big Bazaar No. of Respondents % of Respondents
Quality 234 30%
Low Prices 70 9%
Value for Money 47 6%
Convenience 326 42%
Near to Home 107 14%

Table 5.9

In this analysis it is clear that respondents prefer to buy at Big Bazaar because of
convenience followed by quality of products followed by nearness of the store.

Interpretation: This is because Big Bazaar is a store which satisfies almost all the
requirements of households. People just have to visit the store and buy pin to plane.
Other important factor is time constraint. Now a days people are ready to spent more
to save their time.
 Preference for Shopping at other than Big
Bazaar
50 45
45
40
35
30
25
20 15 13
15
9 8 10
10
5
0
More Easy Day Reliance Fresh Vishal Mega Local Stores Others
Mart

Fig. 5.10

Analysis:
Store Name No. of Respondents % of Respondents
More 81 9%
Easy Day 78 8%
Reliance Fresh 142 15%
Vishal Mega Mart 90 10%
Local Stores 424 45%
Others 126 13%

Table 5.10
In this analysis it is clear that other than Big Bazaar, respondents prefer to shop at Local
Stores followed by Reliance Fresh followed by Vishal Mega Mart and all. There are so
many people who also visit the stores other than these like Big Apple, 6 Ten etc. It was
the multiple choice question where respondents can prefer more than one option for the
store.

Interpretation: The reason to prefer shopping at local stores is that it isnt possible for
all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be that
these stores offer home delivery also to maintain relationship with their customers.
 Reason of Shopping at other
Store
70
59
60
50
40
30
21
20
13
10 6
1
0
Offer
Quality Low Prices Convenience Near to Home Home
Delivery

Fig. 5.11

Analysis:
Attribute No. of Respondents % of Respondents
Quality 46 6%
Low Prices 11 1%
Convenience 164 21%
Near to Home 466 59%
Offer Home Delivery 101 13%

Table 5.11

In this analysis it is clear that respondents shop at other store because of nearness of the
store followed by convenience followed by their home delivery and so on. It was the
multiple choice question where respondents can prefer more than one option.

Interpretation: To buy products at nearby stores is always a mean of convenience and

we as a buyer always try to save our time and energy.
 Location v/s Gender Analysis
Female Male

Others 7% 10%
Rohini/ Rithala 21% 14%
Pitampura/ Kohat Enclave/ Rani Bagh 5% 5%
Shalimar Bagh/ Prashant Vihar 12% 14%
Wazirpur/ Netaji Subhash Place 31% 31%
Shakti Nagar/ Kamla Nagar/ Model Town 14% 20%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 6% 4%
Ashok Vihar/ Bharat Nagar 5% 3%

Fig. 5.12

Analysis:
Gender % Gender
Location
Male Female Male Female
Ashok Vihar/ Bharat Nagar 2% 2% 9 10
Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 2% 11 12
Shakti Nagar/ Kamla Nagar/ Model Town 3% 2% 15 10
Wazirpur/ Netaji Subhash Place 6% 3% 28 14
Shalimar Bagh/ Prashant Vihar 8% 9% 40 45
Pitampura/ Kohat Enclave/ Rani Bagh 18% 13% 89 66
Rohini/ Rithala 8% 5% 39 26
Others 11% 6% 56 30

Table 5.12
In this analysis it is clear that throughout all the locations male and female proportion
is almost equal.
Interpretation: The reason may be that the big bazaar stores are not gender specific;
it satisfies all the demand of customers therefore people like to come along with their
family to shop.
 Location v/s Age Group Analysis
12%

10%
15-20
8%
21-25
6%
26-35
4% 36-50

2% 51-60
61-80
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Rani Bagh

Fig. 5.13

Analysis:
Age Group %
Location
15-20 21-25 26-35 36-50 51-60 61-80

Ashok Vihar/ Bharat Nagar 0% 1% 2% 0% 0% 1%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 2% 2% 1% 0% 0%
Shakti Nagar/ Kamla Nagar/ Model Town 0% 2% 1% 2% 0% 0%
Wazirpur/ Netaji Subhash Place 1% 2% 4% 1% 0% 0%
Shalimar Bagh/ Prashant Vihar 1% 3% 7% 5% 0% 0%
Pitampura/ Kohat Enclave/ Rani Bagh 3% 7% 11% 8% 0% 0%
Rohini/ Rithala 1% 5% 3% 4% 0% 0%

Others 1% 4% 9% 2% 1% 0%

Table 5.13

In this analysis we can see that most of the customer of age between 15-50 comes from
Pitampura followed by Shalimar Bagh and followed by Rohini.

Interpretation: The reason may be because all these area are very close to Big Bazaar.
Therefore even the 15 year customers can also visit alone to the store to satisfy their
need.
 Location v/s Average Monthly Spending
12

10

8 Below 2500

2501-4000
6
4001-6000
4 6001-8000
8001-10000
2
Over 10000
0
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Rani Bagh

Fig. 5.14

Analysis:
Below
Location 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000
Ashok Vihar/ Bharat Nagar 0% 0% 1% 0% 1% 1%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 1% 3% 1% 0% 0%
Shakti Nagar/ Kamla Nagar/ Model Town 0% 2% 1% 1% 1% 1%
Wazirpur/ Netaji Subhash Place 0% 1% 3% 1% 2% 2%
Shalimar Bagh/ Prashant Vihar 0% 1% 4% 5% 4% 2%
Pitampura/ Kohat Enclave/ Rani Bagh 1% 4% 5% 11% 5% 5%
Rohini/ Rithala 0% 2% 5% 1% 3% 2%
Others 1% 3% 3% 6% 2% 2%

Table 5.14

In this analysis we can see that customers from Pitampura, followed by Shalimar
Bagh followed by Rohini area do the expenditure the most.

Interpretation: The reason is being that people residents of these locations are high
wealth families and their spending power is more compare to other target locations.
 Location v/s Mode of Commution
100%
90% 0%
0% 3% 7%
80%
3% 20% 11%
70%
4% 12%
60% 2%
Public Transport
50% 5%
1% 3% 3% Auto/ Rickshaw
40% 3% 3%
Four Wheeler
30% 1% 0% 3%
0% 6% 11% Two Wheeler
20% 3%
3%
10% 1% 1% 5%
3% 4% 2%
0% 0%

Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Place Rani Bagh

Fig. 5.15

Analysis:
Location Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Ashok Vihar/ Bharat Nagar 0% 3% 0% 0%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 1% 0% 0% 4%
Shakti Nagar/ Kamla Nagar/ Model Town 1% 1% 1% 3%
Wazirpur/ Netaji Subhash Place 3% 3% 2% 3%
Shalimar Bagh/ Prashant Vihar 3% 6% 5% 7%
Pitampura/ Kohat Enclave/ Rani Bagh 4% 11% 3% 20%
Rohini/ Rithala 2% 3% 0% 12%

Others 5% 3% 3% 11%

Table 5.15

In this analysis we can see that most of the people from Ashok Vihar, Shalimar &
Pitampura prefer four Wheeler, whereas majority of people from Keshavpuram &
Rohini prefer Public transport. People from Shalimar on an average use all the above
modes to reach Big Bazaar.

Interpretation: Public transport is so convenient mode to reach Big Bazaar because

the store is situated just below the metro station as well as Bus Connectivity is also
good to reach Big Bazaar, therefore people from different area prefer Metro followed
by other modes to come at Big Bazaar.
 Location v/s Mostly Shop Product at Big Bazaar
25%

20%

Food/ Groceries
15%
Clothes

Home Utensils/ Plastics

10%
Electronics

5% Furniture

Others

0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Place Rani Bagh

Fig. 5.16

Analysis:
Home
Food/
Location Clothes Utensils/ Electronics Furniture Others
Groceries
Plastics
Ashok Vihar/ Bharat Nagar 3% 2% 2% 1% 0% 1%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 3% 3% 0% 0% 0% 0%
Shakti Nagar/ Kamla Nagar/ Model Town 4% 3% 1% 0% 0% 1%
Wazirpur/ Netaji Subhash Place 5% 6% 1% 1% 0% 0%
Shalimar Bagh/ Prashant Vihar 13% 8% 3% 1% 1% 3%
Pitampura/ Kohat Enclave/ Rani Bagh 22% 17% 8% 1% 0% 5%
Rohini/ Rithala 10% 8% 2% 1% 0% 1%

Others 13% 7% 2% 1% 0% 2%

Table 5.16

In this analysis we can see that people from all the location preferred Food/ Grocery
Items, followed by Clothes and Home Utensils in their purchase. Whereas Pitampura,
Shalimar Bagh & Rohini generate the maximum sales for Big Bazaar.

Interpretation: It is because food, clothes and home utensils are the most consumable
products compare to other ones.
 Location v/s Reason for Buying at Big Bazaar
100%
90%
80%
70%
60% Near to Home

50% Convenience
40% Value for Money

30% Low Prices

20% Quality
10%
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Pitampura/ Rohini/ RithalaOthers
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Bagh/ Kohat Enclave/
Tri NagarModel Town Place Prashant Vihar Rani Bagh

Fig. 5.17

Analysis:
Value for
Location Quality Low Prices Convenience Near to Home
Money

Ashok Vihar/ Bharat Nagar 2% 0% 0% 3% 1%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 0% 0% 1% 3%

Shakti Nagar/ Kamla Nagar/ Model Town 3% 1% 1% 3% 1%

Wazirpur/ Netaji Subhash Place 5% 3% 0% 6% 2%

Shalimar Bagh/ Prashant Vihar 7% 2% 3% 11% 6%

Pitampura/ Kohat Enclave/ Rani Bagh 14% 5% 2% 21% 6%

Rohini/ Rithala 6% 0% 3% 10% 1%

Others 8% 3% 1% 10% 2%

Table 5.17

If we see at chart we can conclude that among all the factors Quality, Convenience &
Nearness to home plays the important role in customers purchase. Location wise if we
talk people from Shakti Nagar, Wazirpur & Pitampura gives little bit of emphasis over
Prices also.
 Location v/s Customer Preference for Store Other then Big Bazaar
100%

90%

80%

70%
Others
60%
Local Stores
50%
Vishal Mega Mart
40%
Reliance Fresh
30% Easy Day
20% More
10%

0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Place Rani Bagh

Fig. 5.18

Analysis:
Reliance Vishal Mega
Location More Easy Day Local Stores Others
Fresh Mart

Ashok Vihar/ Bharat Nagar 0% 0% 1% 0% 3% 2%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 0% 1% 0% 4% 1%

Shakti Nagar/ Kamla Nagar/ Model Town 0% 0% 2% 0% 5% 3%

Wazirpur/ Netaji Subhash Place 1% 1% 1% 1% 8% 2%

Shalimar Bagh/ Prashant Vihar 1% 7% 5% 3% 14% 5%

Pitampura/ Kohat Enclave/ Rani Bagh 6% 6% 8% 9% 24% 6%

Rohini/ Rithala 7% 1% 5% 2% 10% 2%

Others 1% 0% 4% 2% 16% 4%

Table 5.18

If we look at the chart we can see that other then shopping at Bag Bazaar people would
also like to shop at Local Stores & Reliance Fresh. Here we can conclude that local
stores and Reliance Fresh is the major competitor for Big Bazaar.

Interpretation: The reason to prefer shopping at local stores is that it isnt possible for
all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be that
these stores offer home delivery also to maintain relationship with their customers.
Customer preference for Reliance Fresh may be that it is present in almost all the
localities and have good varieties of products.
 Location v/s Reason of buying from that Store
100%
90%
80%

70%
Offer Home Delivery
60%
Near to Home
50%
40% Convenience

Value for Money

30% Low Prices
20% Quality
10%
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Kohat Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Tri Kamla Nagar/ Subhash Place Prashant Vihar Enclave/ Rani
Nagar Model Town Bagh

Fig. 5.19

Analysis:
Value for Offer Home
Location Quality Low Prices Convenience Near to Home
Money Delivery

Ashok Vihar/ Bharat Nagar 0% 0% 0% 2% 4% 1%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 0% 0% 0% 5% 1%

Shakti Nagar/ Kamla Nagar/ Model Town 1% 0% 0% 1% 5% 1%

Wazirpur/ Netaji Subhash Place 2% 2% 0% 3% 7% 1%

Shalimar Bagh/ Prashant Vihar 3% 2% 1% 6% 16% 4%

Pitampura/ Kohat Enclave/ Rani Bagh 7% 3% 1% 11% 29% 5%

Rohini/ Rithala 3% 1% 0% 6% 12% 3%

Others 3% 1% 0% 4% 16% 3%

Table 5.19

From the above chart we can easily conclude that people preferred to buy from other
store is because of nearness to their home, followed by the same quality offering and
most probably they offer home delivery, especially local stores.
 Gender v/s Age Group Analysis

25%

20%
20% 18%
16%
15%
15%

11% Male
10% Female
8%

4%
5% 3%
3%
1%

0%

15-20 21-25 26-35 36-50 51-60 61-80

Fig. 5.20

Analysis:
Gender 15-20 21-25 26-35 36-50 51-60 61-80
Male 4% 15% 18% 16% 3% 1%
Female 3% 11% 20% 8% 0% 0%

Table 5.20

By seeing the chart it is clear that most of the people belong to the age group of 26-35
followed by 21-25 & 36-50 age groups. Throughout all the age group females of age
group 26-35 visit more compare to males.
 Gender v/s Average Monthly Spending
100%

90%
5% 9%
80% 7% 6%
13%
70%
1%
60%

50% Female
40% Male
9% 16%
30% 10% 8%
13%
20%
1%
10%

0%
Below 2500 2501-4000 4001-60006001-8000 8001-10000 Over 10000

Fig. 5.21

Analysis:
Average Monthly Spending
Gender
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Mal
e 9% 16% 13% 10% 1% 8%

Female 5% 9% 13% 7% 1% 6%

Table 5.21

If we see the chart carefully we can conclude clearly that on an average males spend
more than the female visitors but in the spending group of 8001-10000 females spent
more than males.
 Gender v/s Mode of Commution
40%
36%
35%
30%
24%
25%

20% 17% 17% Male

14%
15% Female
9%
10%
5%
5% 2%
0%
Two Wheeler Four Wheeler Auto/ RickshawPublic Transport

Fig. 5.22

Analysis:
Gender Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Male 17% 17% 5% 36%

Female 2% 14% 9% 24%

Table 5.22

From the above chart we can see that most of respondents who travel by two wheeler
are male where as for females its only 2%. Male & Female Respondents for four
Wheeler are almost equal who comes by Four Wheeler, Auto/ Rickshaw are mostly
preferred by Female Respondents compare to Male Respondents.

.
 Gender v/s Frequency of Visit
25%
20%
20%
17%
16%
14% 14%
15%
11%
10% Male
10%
5% 6% Female
5% 3% 4%
2% 2%
1% 1% 1%
0%
Wednesday Weekend Once a Twice a Once a Twice a Once a Other
Week Week Fortnight Fortnight Month

Fig. 5.23

Analysis:
Gender /Day Wednesday Weekend Once a Week Twice a Week Once a Fortnight Twice a Fortnight Once a Month Other

Male 3% 20% 4% 1% 11% 2% 17% 14%

Female 5% 16% 1% 1% 10% 2% 14% 6%

Table 5.23

If we see the above chart on Wednesday the female visitors are more compare to male
visitors else all other day Male visitors are more compare to female visitors. Else all
the other days of visit male and female ratio from target locations are almost same.

Interpretation: Wednesday is a working day for working people whereas housewives

can visit to stores to avail the special offers provided by Big Bazaar.
 Gender v/s Mostly Bought Product in Big Bazaar
50%
42%
40%
30% 29%
30% 24%
Male
20%
13% Female
9%
10% 6% 5% 2% 5%
1% 0%
0%
Food/ Groceries ClothesHome Utencils/ Electronics Furniture Others
Plastics

Fig. 5.24

Analysis:
Home
Food/
Gender Groceries Clothes Utencils/ Electronics Furniture Others
Plastics

Male 42% 29% 6% 5% 1% 9%

Female 30% 24% 13% 2% 0% 5%

Table 5.24

If we see into the chart we can see that Male and Female respondents visit Big Bazaar
mostly for Food/Groceries, followed by Clothes and followed by Home Utensils &
Plastics. Whereas Home utensils are mostly bought by Female respondents then the
male respondents.
 FINDINGS
Through Data Analysis:

1. As right now there is no such Hyper Market like Big Bazaar is situated near by
these top most location, therefore Big Bazaar is getting the advantage of
attracting these customers. Further people resident of these location also have
good spending capacity therefore they dont hesitate to shop in malls.
2. On an average customers age is in between 21 to 50 who visit the store the
most.
3. On an average most of the customer spent between 4001-8000. There are very
few respondents whose average monthly spending is below 2500.
4. Most of the respondent travels here through Public transport like Metro Train
or Buses. The reason of being using public transport is that the store is situated
below the Metro station as well as public transport is a convenient mode to
reach.
5. It is very clear that most of the respondents visit the store on weekends.
6. Most of the respondents visit the store to buy food/Groceries Items the followed
by Clothes. This is because Food / Groceries & Clothes are the most consumable
products in general. Whereas other products are shopped occasionally.
7. People prefer to shop at Big Bazaar primarily because of convenience where
they can satisfy all their requirements. Other important factor is time constraint.
Now a days people are ready to spent more to save their time.
8. Apart from Big Bazaar, people prefer to shop at local stores. The reason may be
that it isnt possible for all to visit Big Bazaar stores to satisfy their urgent needs.
The other reason is that these stores offer home delivery also to maintain
relationship with their customers.
9. Quality, Convenience & Nearness to home plays the important role in customers
purchase. Location wise if we talk people from Shakti Nagar, Rohini&
Pitampura gives little bit of emphasis over Price of products also.
Through Personal Observation & Customer Talk:

1. During weekdays most of the customers coming in are from neighboring

areas.
2. Since customers find some products missing in the store, they complain that
they have to waste their time in going to other stores to buy the products which
they could not find in Big Bazaar.
3. Wednesday Bazaar at Big Bazaar doesnt attract the customers that it should
be.
4. Like any Mall, Big Bazaar also tries to provide comfort and make the shopping
entertaining for their customers. One can see that people sometimes spent even
more than two hours in Big Bazaar for their shopping needs.
5. Some people feel that Big Bazaar should keep more branded merchandise.

My Leanings while working in the store:

1. Big Bazaar celebrates different activities on special occasions like Mothers

Day, Childrens Day, etc. which may not directly affect the sales of store but it
helps them in building Big Bazaar as a Brand.
2. While organizing events & activities I talked earlier they also offer prizes to the
winners. It motivates the participants to take part in the activities and give
competition to other participants.
3. The Special Events are normally set by their Zonal Office, which is situated in
Gurgaon (Haryana) whereas other small activities like Kids Fashion Show,
Drawing Competitions, Continues Announcements, Color competition,
Sampling of exotic fruits, Blindfold (Test your senses), Peel and eat, Tongue
Twister, Riddles, Hold and eat &Talking about Advantages of fruits on skin are
organizes by the store according to their convenience.
4. Big Bazaars Fruit Bazaar offers best prices on fruits every Friday,
Saturday & Sunday. They also do fruits sampling so that customers can taste
the fruits before they buy.
5. The store runs its operation in 2 shifts for which timings are 8.00 AM for First
Shift & 11.30 AM for second Shift. For both the shifts manager conduct briefing
where they tells the Team Leaders & Members about their targets and
achievements.
 RECOMMANDATION
1. Training must be provided to sales personnel not only of their counters but for
other functions also. Job rotation and training will enhance their knowledge, job
profile and boost the morale of employees to effectively perform their duties
and the responsibilities.
2. Customer care centre to guide and counsel the customer loyalty program.
3. Stress Buster Exercises must be organized during evenings in sessions as
employees have to stand all throughout the day.
4. Exchange offers must be made clear as the consumers are often not clear about
how to use them.
5. Care to be taken to maintain proper inventory levels and the varieties and offer
the customer what is needed rather than offering what is available.
6. The Store personnel should be more friendly and easy approachable, they can
also offer drinking water to the customers once they enter in the store.
7. Effective after Sales Service.
8. Product Uniqueness - Offer merchandise of highest quality.
9. Big bazaar should include more of branded products in its product category so
as to attract the brand choosy people to come in to big bazaar.
10. Store must have to do something towards shrinkage prevention.
 CONCLUSION
Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer. There is always a first mover
advantage in an upcoming sector. In India, that advantage goes to BIG BAZAAR.
It has brought about many changes in the buying habits of people. It has created formats,
which provide all items under one roof.
The consumers preferences are changing & they are moving from Traditional Kirana
stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to
attract the customers towards them from that of competitors. To attract more customers
companies have to carry out the promotional activities in unique way. BIG BAZAAR
has maintained that uniqueness & has succeeded in attracting customers. As the
competition is becoming stiff in the market the activities conducted by the company are
unique, that have brought fruitful result to the company. Among them sales promotions
and organizing events by Big Bazaar is one of the leading activity or unique among all
other activities & has high influence on the customer walk-in.
 APPENDIX-1
Major Retailers in India

Fig. 7.1

Fig. 7.2
Fig. 7.3

Fig. 7.4
Fig. 7.5

Fig. 7.6
Fig. 7.7
 APPENDIX-2
Store Image:

Fig. 8.1
Organization Chart:

Fig. 8.2
Store Departments

The complete store is divided into following Departments:

1. Plastics, Utensils & Crockery (PUC)

2. Electronics
3. Toys & Sports
4. Stationary
5. Luggage
6. Footwear
7. Ladies wear (Ethnic, Western, Others)
8. Mens wear (Casual, Formal, Others)
9. Kids wear
10. Home Fashion
11. Furniture
12. Staples
13. Food
14. Non Food
15. Fruits & Vegetables (F&V)
16. Cash
17. Customer Service Desk (CSD)
18. Warehouse
SWOT ANALYSIS OF BIG BAZAAR:

Better understanding of customers helping the company to serve them better.

Vast range of products under one roof helping in attracting customer and their
family to shop together and enjoy the experience.
Benefit of early entry into retail industry.
Biggest value retail chain, diversified business operating all over India in
various retail formats.
Ability to get products from suppliers at discounted price due to scale of
business.
Huge loyal customer base therefore maximum percent of footfalls converted
in sales.
High brand equity in retail market.
State of art infrastructure of the big bazaar outlets.
Huge investment capacity.

High cost of operation due to large fixed cost.

High attrition rate of employees.
Lacks in branded products.
Falling revenue per square fit.
Unable to meet store targets on time.
Long lines at billing counters which are time consuming.
Overcrowded during offers.
Still lot of potential in the urban as well as rural market.
Can enter into production of various products due to its in depth understanding
of customers taste and preference.
To bring in the customers of other retail outlet by dealing with
branded products.
Private label brand are becoming popular.
Increase in standard of living of people and preference.
Organized retails are just 7% of total pie of Indian retail market.
Evolving customer preferences in recent years.
Store experience improvements.
Increasing mall culture in India.
More people these days prefer to visit big stores where they can find large
variety under one roof.

High business risk involved.

Lot of competitors coming up to tap the market.
Margin of business reducing all the time.
Convenience of customers to near by kirana stores.
Opening up of other discounted stores.
Competitors, big global players are planning to foray into the market.
Government policies are not defined in emerging market like India.
Competition from existing value retail chains such as Reliance (fresh and
trends), Hypercity and More etc.
Unorganized retail also appears to be a threat to big bazaars business. A large
population still prefers to visit local convenient stores for daily purchases

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 QUESTIONNAIRE

1. Name: __________________________________

2. (a) Locality : ___________________ 2 (b) Language Spoken Mostly :____________________

3. (a) Gender: Male ( ) Female ( ) 3(b) Age: __________ 3(c) Community: ___________

4. Average Monthly Spending?

< 1000 1000-2500 2500-4000 4000-6000 6000-8000 8000-10000 >10000

5. How do you commute to Big Bazaar?

Two Wheeler ( ) Four Wheeler ( ) Public Transport ( ) Auto/ Rickshaw ( )

6. How often do you shop at Big Bazaar?

Wednesday ( ) Weekend ( ) Once a Week ( ) Twice a Week ( )

Once a Fortnight ( ) Twice a Fortnight ( ) Once a Month ( ) Other ______________

7. What do you usually shop at Big Bazaar?

Food/Groceries ( ) Clothes ( ) Home Utensils/ Plastics ( ) Electronics ( )

Furniture ( ) Others _________________

8. Why do you shop at Big Bazaar?

Quality ( ) Low Prices ( ) Value for Money ( ) Convenience ( )

Near to Home ( )

9. Where else do you shop apart from Big Bazaar?

More ( ) Easy Day ( ) Reliance Mart ( ) Vishal Mega Mart ( )

Local Stores ( ) Other __________________

10. Why do you shop at that Store?

Quality ( ) Low Prices ( ) Value for Money ( ) Convenience ( )

Near to Home ( ) Offer Home Delivery ( )

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 BIBLIOGRAPHY
Websites & Web Pages:

Pantaloon Retail India Limited Retrieved from http://www.pantaloonretail.in/

A.T. Kearney Global Retail Development Index (GRDI) (n.d) Retrieved from
http://www.atkearney.com/index.php/Publications/global-retail-development-
index.html
Indian Retail Industry Retrieved from
http://www.iseindia.com/ResearchPDF/Retail_Update1.pdf
Nation's GDP At Purchasing Power Parity (PPP)) Retrieved from
http://www.indexmundi.com/g/r.aspx?t=100&v=65
Per Capita Income Crosses Rs 50K Retrieved from
http://in.finance.yahoo.com/news/per-capita-income-crosses-rs- 123020994.html
Big Bazaar unveils Power Of One campaign (Nov. 15, 2007) Retrieved July
8,2017 from http://www.moneycontrol.com/news/business/big-bazaar-unveils-
power-of-one-campaignchildrens-day_313163.html

Annual Report

Big Strategic Management Consultants Highlights Of Indian Retail Industry-2017

Annual Report of Pantaloons Retail India Limited (PRIL)-2016-17

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