Documente Academic
Documente Profesional
Documente Cultură
Submitted by
Aijaz Ahmad Dar
Reg.No:10905331
Every study needs a research to analyze the problem, and thus working on its improvement is
needed. The research provides an opportunity to a student to demonstrate application of his/her
knowledge ,skills and competence required during the technical session.
profiling”
The research helps me to devote my skills to analyze the problem and to work upon it and look
to suggest the alternative solutions. Further on evaluating it using theoretical and analytical
approach , it helps me to prepare feasible recommendations on the provided data .
I tried my level best to prepare this report error free and without any contamination. Every effort
has been made to offer the accuracy .
DECLARATION
This is to certify that I , Aijaz Ahmad Dar ,have personally worked on this project
Regarding “catchment area analysis and customer profiling” The data mentioned in this report
was obtained during the work done by me under the stewardship and supervision of my training
guide /trainer Mr. Hanish Batra Marketing Manager Big Bazaar Jalandhar..
In preparing this project we had taken assistance of various books, magazines and websites on
the subject which are enumerated at the lowest ebb of this project.
Aijaz Ahmad/
ACKNOWLEDGEMENT
With immense regard and respect in the honour of the “Big Bazaar”, I am very grateful to
this organization for providing me an opportunity to perform my summer training project .
Today Big Bazaar stands for its brand name in the hearts of the people of Jalandhar
(Punjab) and I was fortunate to be the part of the organization for at least six weeks.
I am highly grateful to Mr. Hanish Batra, Marketing Manager, for the trust he has shown in me
by allowing me to join his team.
Further I would like to express my gratitude and indebtness towards Mr.Sanjay Choudhary, The
store manager for his suggestions and advices in dealing with the customers.
My heartful thanks to Mr Atul Sharma The Assistant store manager, Mr.Avinash Soni (D.M)
Miss. Shewta Sharma (HR Manager) Mr.Sandeep (D.M) Mr. Kaniya (V.M) and many other
executives in the organization who directly or indirectly helped me a lot.
Cordial environment in the organization lead to boost my morale which proved to be my driving
force for not only working efficiently for my organization but also for the completion of my
project.
Table of contents:
Sr.No Title Page No
6 SWOT ANALYSIS 15
7 LITERATRE REVIEW 16
7 RESEARCH METHODLOGY 16
8 DETAILS OF RESEARCH 17
12 RESEARCH METHODLOGY 39
15 DATA ANALYSIS 52
17 DETAILS OF RESEARCH 61
18 DATA ANALYSIS 62
19 ANNEXURE-I 72
20 ANNEXRE-II 74
21 ANNEXURE-III 76
22 SNAPSHOTS 78
23 ABBRIVATIONS 80
Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and
around eight per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering the
market. But because of the heavy initial investments required, break even is difficult to achieve
and many of these players have not tasted success so far. However, the future is promising; the
market is growing, government policies are becoming more favourable and emerging
technologies are facilitating operations. 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 behaviour, ushering in a revolution in shopping in India. Modern retail has
entered India as seen in
Sprawling shopping centres, 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 median age of 24 years, nuclear families in urban areas, along with
increasing working-women population and emerging opportunities in the services sector are
going to be the key growth drivers of the organized retail sector in India.
Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain -
connecting the bulk producers of commodities to the final consumers. Retailing covers diverse
products such as foot apparels, consumer goods, financial services and leisure.
A retailer, typically, is someone who does not effect any significant change in the product execs
breaking the bulk. He/ She are also the final stock point who makes products or services
available to the consumer whenever require. Hence, the value proposition a retailer offers to a
consumer is easy availabilities of the desired product in the desired sizes at the desired times.
In the developed countries, the retail industry has developed into a full-fledged industry where
more than three-fourths of the total retail trade is done by the organized sector. Huge retail
chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the
individual small stores. Large retail formats, with high quality ambiance and courteous.
Retailing is the interface between the producer and the individual consumer buying for personal
consumption. This excludes direct interface between the manufacturer and institutional buyers
such as the government and other bulk customers. A retailer is one who stocks the producer’s
goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As
Such, retailing is the last link that connects the individual consumer with the manufacturing and
distribution chain.
American mass retailing began in the late 1800s with Montgomery Ward marketing its products
through general merchandise mail order catalogs, which was very effective at that time for
reaching a largely rural society.
In the 1940s, the population began its movement to the suburbs as the economy shifted from an
agricultural base to an industrialized nation. The first shopping center was opened, which would
eventually be a significant factor in the decline of downtown Retailing in the 1960s and 70s. JC
Penney and Sears began their national mass retailing expansion, and the use of credit cards as
Major retail chains began.
The 1950s witnessed the reaffirmation of the traditional family. The first planned mall and
franchised food restaurant opened. As people continued to flock to the suburbs, the downtown
areas began to decline. Larger suburban malls were created and anchored by traditional
downtown department store merchants. Freeways were expanded and the sales of private
automobiles grew, giving the consumer a wider accessible area in which to shop. Discounters
were born, Korvetta being one of the firsts.
The 1960s witnessed the growth of enclosed shopping centres, with department stores anchors
and specialty retail chains. The baby boomers were teenagers at this point, leading to the growth
of juniors-oriented stores and vendors. Women became targets not just as mothers or wives as
they entered the workforce and consumers became more demanding in their expectation of
quality and service.
In the 1970s, promotional pricing started to pick up the department stores as off-price retailer
emerged. The growth of retail space slowed, as sales increase came at the expense of
competition, not of market growth. This competitive market led to the underperformance of
several retailers as gross margins experienced downtown pressure from increased competition.
Retailers in large upscale markets recognized the time shortage created by dual-career families
and began to offer more services to assist in saving time.
The 1980s witnessed the growth of off price retailing as a distinct, enduring retail format.
Retailers began to drop low profit lines. Acquisitions and mergers were actively utilized as
growth strategies, private brands were redeveloped to enhance uniqueness and margins and
offshore sourcing was developed to compensate for margins
Broadly the organized retail sector can be divided into two segments, In-Store Retailers, who
operate fixed point-of-sale locations, located and designed to attract a high volume of walk-in
customers, and the non-store retailers, who reach out to the customers at their homes or offices.
It was only in the year 2000 that the economists put a figure to it: Rs.400, 000crore (1crore = 10
million) which is expected to develop to around Rs.800, 000crore by the year 2005 – an annual
increase of 20 per cent. Retailing in India is unorganized with poor supply chain management
perspective. According to a recent survey by some of the retail consulting bodies, an
overwhelming proportion of the Rs.400, 000crore retail markets are UNORGANISED. In fact,
only a Rs. 20,000crore segment of the market is organized. As much as 96 per cent of the 5
million-plus outlets are smaller than 500 square feet area. This means that India per capita
retailing space is about 2 square feet (compared to 16 square feet in the United States). India's
per capita retailing space is thus the lowest in the world (source: KSA Technopak (I) Pvt Ltd, the
India operation of the US-based Kurt Salmon Associates).
Currently the retail landscape is filled with Supermarket chains with over 9000 outlets all over
the country to increase to around 15000 by the 2015. The success of a couple of hyper mart’s
indicating the evolution of hypermarkets in the country prominent among them is Giant, Metro,
Big Bazaar models. While the average bill value at a supermarket is in the range of Rs.300 per
bill, the average bill amount at a Hypermarket is in the range of Rs.750-1000, indicating that the
model is in tune with the global models where the average spend is increasing with the shopping
experience.
The rampant corruption &poor implantations of taxation laws also permit a majority of the
unorganized retail fraternity with substantially large turnover to avoid paying full taxes.
There are no single factors but numerous factors which have prevented organized retailing from
taking off as it should have in India. Some of the leading factors that have restricted this growth
are as follows.
Big Bazaar is both big and a bazaar. It is unlike, say, a Wal-Mart or even a Food world. Big
Bazaar is almost an air-conditioned version of any Indian bazaar. It is a slightly orderly and
organized version of, say Chick pet for Bangalore guys or Dadar for Mumbaiites. There is a huge
crowd which can move in almost any direction. You can buy anything (pretty much everything is
available at Big Bazaar). It is not a place where you can browse through at leisure and pick up a
few things here and there. This is a place if you are serious about your shopping. And the worst
part is at the checkout counter, where the line can stretch as much as a line for a famous Ganpati
Pandal or a cricket match. Parking is a pain too.
But, the place ticks. In Hyderabad, Bangalore, NCR regions etc the outlets don’t have a place for
customers to stand esp. on weekends. Customers wait outside it some before it opens in the
morning. Bombay is slightly better. Big Bazaar offers good prices-Really good prices. Prices that
tempt. Apart from simple price chopping, there are deals (2 for the price of 1 or prices reduced
on a combination etc). The perception of Big Bazaar is that it facilitates some serious savings on
grocery shopping. And it works. And make no mistake; it attracts the well heeled as much as it
attracts Raju from across the street. That has worked for Big Bazaar is that it has been able to
connect with the customers in the right manner. They had filled a need gap which was there in
the market. Apart from that, their competence in providing products at lowest prices and great
quality in an ambience much better than what the customers were used to, has also contributed to
their success.
The focus is on continuing to provide very high ‘value for money’ to customers by providing
exciting offers throughout the year. It will be facilitated by constantly working on its buying and
supply chain efficiencies. Having already achieved economies of scale and size, they intend to
better their gains by opening new stores regularly.
One of the key philosophies of Mr Kishore Biyani that is highly followed is ‘Rewrite rules,
retain values.’ In essence, it means they don’t take anything as fixed. They are constantly on the
lookout for finding new ways and means to improve the current state of affairs. Thus, innovation
is a very important aspect of their working strategy. The other very important philosophy is that
of Indianness. All their concepts and formats as well as the way they go about things are very
Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a
sense of Indianness.
This is a well articulated print advertisement campaign for Big Bazaar to highlight their unique
marketing strength, ‘extreme low price’. However, even before this idea has been exercised to
highlight a product by placing it in a stark different environment. Nevertheless, this
advertisement campaign is very well crafted out. Further, the ad is not at all confusing and it
straight way conveys the message without losing focus.
Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple
lines of businesses. The company owns and manages multiple retail formats that cater to a wide
cross-section of the Indian society and is able to capture almost the entire consumption basket of
the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 4
million square feet of retail space, has over 140 stores across 32 cities in India and employs over
14,000 people. The company registered a turnover of Rs 2019 crore for FY 2005-06.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,
Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the
look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and
hygiene. This was followed by Food Bazaar, food and grocery chain and launch Central, a first
of its kind seamless mall located in the heart of major Indian cities. Some of its other formats
include, Collection i (home improvement products), E-Zone (consumer electronics), Depot
(books, music, gifts and stationary), all (fashion apparel for plus-size individuals), Shoe Factory
(footwear) and Blue Sky (fashion accessories). It has recently launched its e retailing venture,
The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint
venture companies with a number of partners including French retailer Etam group, Lee Cooper,
Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group
company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next
and Guess in India.
The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint
venture companies with a number of partners including French retailer Etam group, Lee Cooper,
Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group
company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next
and Guess in India.
Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian customers. At
Big Bazaar, you will definitely get the best products at the best prices -- that’s what we
guarantee. With the ever increasing array of private labels, it has opened the doors into the world
of fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sports goods and much more at prices that will surprise you. And this is just the beginning. Big
Bazaar plans to add much more to complete your shopping experience.
VISION
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.
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 ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.
CORE VALUES
Respect & Humility: to respect every individual and be humble in our conduct.
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
SWOT Analysis:
Strengths:
1. In Big Bazaar we can get a large variety of goods under one roof.
3. A large percentage of customers come from the growing Indian middle class.
Weakness:
Opportunities:
1 .There remains a large future scope for the retail industry in India, as incomes rise and
consumption increases
2.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 Ludhiana, Belgaum and
Jalandhar.
Threats
1. Competition from current Indian retail companies like Shoppers Stop, Trent, Lifestyle, Easy
day and Vishal retail ltd
2. Possible future competition from international retail companies like Wal-Mart, Carrefour,
target etc.
3 .High taxes in India suppress consumption, smaller specialty shops and informal shops are
sometimes able to avoid taxes, offering lower total prices to customers. Even because they are
not earning that much of profits compare to these big companies and they are not paying the
taxes.
There was a time not so long ago that large department stores were a completely foreign concept
in India -- but not anymore. The Big Bazaar is one such department store to have set up shop
across the country. Since its first outlet opened in Kolkata in late 2001, the Big Bazaar has
spread to towns and cities at an alarming rate.
These multi-level shopping Mecca’s stock everything from food to fridges, and cookware to
clothes. However, the Big Bazaar isn't your ordinary department store. It's been especially
designed to appeal to the Indian consumer. You may be thinking, what does that mean? In short,
organized chaos.
With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"),
the Big Bazaar targets itself directly at the average Indian's love of following the crowd and
scrambling for a good discount.
You won't find neatly ordered aisles at the Big Bazaar. Instead, stores are laid out to replicate a
market environment, with items all thrown in together. Promotions such as "Sabse Saste Teen
Din" (Cheapest Three Days) and "Purana Do, Naya Lo" (Give Old, Take New) result in
shoppers flooding the stores, to the point that some stores have become so overcrowded they've
had to close.
If you visit the Big Bazaar in the daytime during the week, it is possible to have a deceptively
pleasant and hassle free shopping experience.
However, don't make the mistake of going there during a sale, on holidays, evenings, or on
Sunday. When I did this, I had to wait for almost an hour just to be served at the checkout.
Forget about getting the all items I wanted, I was happy to get out of there in one piece!
I've also found that the full price is all too often charged on sale items, so do check your receipt
to make sure that discounts have been properly recorded.
Big Bazaar's five-day Independence Day sale has done ‘quite well' across all its formats,
according to sources in the company.
“Overall we have done well, contrary to the fear of impact of inflation and consumers not
spending. For instance, on the last day (August 15), these two formats (Big Bazaar and Food
Bazaar) recorded sales of over Rs 100 crore,”
Big Bazaar expected a 20 per cent hike in Mahabachat sales over the same period last year
and closed with sales of Rs 300-400 crore.
This is the fifth edition of ‘Mahabachat', a five-day annual shopping event across 210 stores of
Big Bazaar and Food Bazaar.
Big Bazaar has come up with the greatest savings of this year. Starting from 11th August, the
fight against price rise led by Big Bazaar will continue up to 15th August, 2010. All the Big
Bazaar stores across India seem to be glorifying in this Maha Bachat season.
You can also avail the ‘Maha Bachat Sale’ online at www.bigbazaar.com. Even shopping
through SMS can be done. Send “BB MB” to 53636 or Call at 1800-209-2255 to avail their
offers.
Some exclusive offers include 81 cm LCD TV at Rs. 19,990 and 20% off on Mobile Phones.
You can also get huge benefits at Food Bazaar.
Laptops are available from Rs. 14,990 compared to the normal Rs. 17,990 Market Price.
Whether it be Electronics goods, Food Stuffs, Fashion, Mobiles, Home Needs or Furniture, Big
Bazaar does not leave any section out of this Maha Bachat Sale.
So, get ready for those 5 Days. You would never like to miss those goodies, at such cheap prices.
And for me, I would never like to miss 2 Cold Drinks for the Price of one.
(Source:Tarangnabusines.com)
Research Methodology:
Secondary objectives:
1. To find out the retail scenario in Jalandhar by analysing the family income, family size,
profession, monthly shopping amount of customers.
2. To analyse the competitors of Big Bazaar i.e Vishal mega mart and Easyday in Jalandhar.
Research Design
Details of research:
SAMPLE AREA:- Since the research is on Retail Industry so the sample area that
is covered is as follows-
Finding: - 58% customers are coming from Jalandhar as compared to the 13% from Phagwara
which is just 8km’s away from the store.
14% customers coming to the store are from the rest of Punjab. These customers include the
roadway crowd presenting the feasibility of our location as our store is situated on the main
national highway no 1, also known as Grand trunk road.
13% from Phagwara is concern for us, for this purpose we need to enhance our promotional
activity in Phagwara, so that we can receive maximum percentage from this area.
2 6 t o 3 0 y r s
2 3 %
Interpretation:-
39% people coming to Big Bazaar are falling in 18 to 25 year age group. This is because of
India’s largest university (LPU) which is just 3-4 kms away from store.
70% customers coming to the store are falling in 18 to 35 year age group.
7
5 % < 2
3 t o 4
3 t o 4 5 t o 6
3 9 % 7
8
> 8
n a
5 t o 6
4 4 %
Interpretation:-
Average family size of customers who were part of our survey comes out to be 4 to 5 memebers.
P r o fe s s io n
D e f e n s e T e a c h e r
2 % 1 %
F a r m e r N / A
H o u s e W i f e %
1 1 %
5 % B u s i n e s s
B u s i n e s Ps r i v a t e J o b
G o v t J o b 3 5 % S t u d e n t
1 2 % G o v t J o b
H o u s e W i f e
F a r m e r
D e f e n s e
T e a c h e r
N / A
S t u d e n t
2 1 %
P r i v a t e J o b
2 2 %
Interpretation:-
35% respondents are doing business, and only 12% are doing Govt.job but 21% are students
which are not our permanent customers so maintaining this part of pie is foreboding for us.
5. Four wheeler ownership status of customers:-
4 W h e e le r s O w n e r s h ip S ta tu s
m o r e t h a n 2
c a r s
n a 6 %
5 %
D o n o t o w n 2 c a r s
a c a r 9 %
1 8 %
m o r e t h a n 2 c a r s
2 c a r s
1 c a r
D o n o t o w n a c a r
n a
1 c a r
6 2 %
Interpretation:-
Only 18% customers do not own a four wheeler, while as 75% customers own four wheeler. We
need to lower our parking fee and also we should keep our prices changing so that we can attract
these 75% customers and we can make them as our permanent customers.
7. Two wheeler ownership status:-
2 W h e e le r s O w n e d
n a m o r e t h a n 2
4 % 2
1 1 %
1 5 %
D o n o t o w n a
2 w h e e l e r s
2 4 %
m o r e t h a n 2
2
1
D o n o t o w n a 2 w h e e l e r s
n a
1
4 6 %
Interpretation:-
H o u s e T y p e
N / A
R e n t e d
1 %
9 %
O w n
R e n te d
N /A
O w n
9 0 %
Interpretation:-
91% customers are the owners of their house. And only 9% coming to the store were living here
on rent basis.
9. Qualification of respondents:-
Q u a lific a tio n
N / A
2 %
P G
1 3 % 1 2 t h
2 9 %
M B B S
1 2 t h
2 %
G r a d
M B A E r .
8 % M B A
M B B S
P G
E r .
N A
6 %
G r a d
3 7 %
Interpretation:-
We should use print media for our sales promotion as 95% customers are literate.
10. Family income of customers:-
F a m ily In c o m e
< 1 0 k
N / A 5 %
1 9 %
< 1 0 k
1 0 k t o 2 0 k
2 4 % 1 0 k to 2 0 k
> 5 0 k 2 0 k to 3 0 k
5 % 3 0 k to 4 0 k
4 0 k t o 5 0 k 4 0 k to 5 0 k
6 % > 5 0 k
N /A
3 0 k t o 4 0 k
1 5 % 2 0 k t o 3 0 k
2 6 %
Interpretation:-
M o d e O f C o n v e y a n c e u s e d to r e a c h th e s to r e
P u b lic
N /A T w o
T r a n s p o r t
1 % w h e e le r s
1 0 %
2 0 %
T w o w h e e l e r s
4 W h e e l e r s
P u b l i c T r a n s p o r t
N / A
4 W h e e le r s
6 9 %
Interpretation:-
69% are coming here by 4 wheelers i.e by their own vehicles. This gives us profile of the
customer who is coming to our store.
This figure also indicates that our main customers are middle –upper class people.
G r o u p T y p e
A l o n e
N / A
4 %
0 %
F r i e n d s
3 3 % F a m i l y
F r i e n d s
A l o n e
N / A
F a m i l y
6 3 %
Interpretation:-
63 % customers are coming here with their family.
Therefore we should increase the variety of home ware which includes kitchen ware, so that we
can make them as our permanent customers and also we should provide them offers on these
products timely.
> 5
9 % < 2
< 2
4 0 % 3 - - 4
> 5
N / A
3 - - 4
3 9 %
Interpretation:-
14. Frequency of visit or how many times you visited Big Bazaar Jalandhar
before:-
F r e q u e n c y o f V is it
N / A F i r s t V i s i t
2 %
R e p e a t
V i s i t
N / A
R e p e a t
V i s i t
4 4 % F i r s t V i s i t
5 4 %
Interpretation:-
44% responded that we are again either second time or third time to Big Bazaar; it indicates the
trust shown by the customers on the image of store. that is because of the brand image of big
bazaar and punch line iss se sasta aur achha kahin nahi which is building customer loyalty.
K ir a n a
4 0 %
Interpretation:-
Still kirana is the main shopping place for Indian customers, as 40% customers shop at kirana
stores. This is because of the unorganised which is highly organised in the minds of customers
because of its proximity, credit facilities etc customers are going towards these stores.
27% customers shop monthly grocery at easy day, the chief competitor of our store.
Only 18% customers are going towards the first entrant in Jalandhar the vishal mega mart dying
for its survival.
16. Have you been to easy day (Vasal tower) Jalandhar?
H a v e y o u b e e n t o E a s y D a y ( h y p e r )
n a
3 %
n o
4 3 %
y e s n o
5 4 %
y e s
n a
Interpretation:-
Easy day is our chief competitor; we need to keep watch on the activities and strategies used by
easy day for sales promotion.
Easy day is better Big Bazaar is better Both are same Not answered
Attributes
Interpretation:-
35% customers are saying that Easy day is better in terms of price as compared to 24% in Big
Bazaar.
In all other attributes like product quality, service quality, staff behaviour, staff knowledge, store
ambience, ease of shopping, overall shopping experience Big Bazaar leads the table.
We should maintain this and also we should keep our prices equivalent to easy day.
Recommendations and limitations
10. Maintain proper display to create impulse. (It is assumed that near about 70% sales comes
from impulse marketing and if proper display is not maintained impulse cannot be created).
11. Some English training for the sales executives would help them to deliver services to
English speaking customers, like NRIs
12. Promote your private labels.
14. Trim down the parking fee, as our store is located outside of city so customers coming to
store are spending near about 100 Rupees on petrol and diesel ,and he has to pay extra money in
terms of parking fee. Second case is that our competitor Easy day being in the heart of city is
charging just 5 Rs, therefore we need to do the same.
Limitations of research:
➢ Time was the major constraint, which prevented me to put in more effort.
➢ Not all the respondents were cooperative thus it was difficult to convince them for filling up
the questionnaire.
➢ Some of the respondents might have got biased while filling up the questionnaire.
The respondents are free from all barriers so he/she can give his/her opinion
which may not be true in many occasions. We made our best efforts in conducting the
research but might have lacked somewhere because of lack of expertise in conducting such
survey based researches.
Project Part –ii
(Retail Scenario in Jalandhar)
Comparison between
Data collection:
The method of data collection is same as above, but here in Vishal the Data was
collected outside the store, customers who were coming out after purchase
where asked to provide feedback.
Details of research
Survey area: Vishal mega mart (BMC Chowk) & Vishal mega
mart (Model house) Jalandhar
Analysis and interpretation
Same numerical tools where used for data compiling and execution. The results
found where as follows:
Interpretation:
Same results were found also in Vishal as 75% customers are falling in 18 to 35
year age group, providing us the percentage of young generation attracted by the
organised retailing, therefore we need to provide them every type of benefit
which is soothing there day to day life in terms of products and services as they
are our future customers.
Only 4% customers coming to Vishal mega mart are coming from Outside
Jalandhar i.e from Hosharpur, Nawashera, kuparthal etc.
Only 1% customers are coming from Phagwara which is just 16 km away from
Vishal mega mart Jalandhar.
Interpretation:
3. Profession Of customers:
Interpretation:
Only 14% students are coming to Vishal mega mart as compared to 21% in Big
Bazaar.
11% government service people are coming to vishal, and 31% customers are
doing private jobs.
4. Qualification of customers:
Interpretation:
Nearly 95% customers are literate. The percentage is same with the Big Bazaar.
Interpretation:-
19% customers could not answer this question because they were not sure about
the exact amount.
6. Where do you buy your monthly grocery from:
Interpretation:
The maximum percentage is 49% i.e Easy day and Vishal .49% customers
purchase grocery from Vishal and Easy day.
Interpretation:
78% respondents read that we know Big Bazaar has opened in Jalandhar.
22% customers said No, we don’t know.
We should increase our advertising campaign so that it can reach out to masses
and classes. So that these 22% customers get awareness of our Big bazaar.
Interpretation:
Interpretation:
Among respondents only 2% reported that Big Bazaar is very good, and 28%
responded that Big Bazaar is good.
70% could not rate because they had not been to Big Bazaar.
Attributes
Interpretation:
In all other attributes only price is the one in which Vishal ahead of us , as 24%
respondents responded that prices are cheap in visual mega mart as compared to
Big Bazaar. In case product quality, service quality, staff behaviour, staff
knowledge, store ambience, ease of shopping etc it was found that Big Bazaar is
better than Vishal mega mart.
Comparison between
Big Bazaar and Easyday
and
Research Methodology:-
The methodology used in performing and analysing this part of survey is same
as above. Here also the questionnaires were filled outside the store and from
those customers who were coming out from store only, in order to avoid any
contamination of valuable data.
Details of research
Sample size: 187
Interpretation:
Same result was found in Easy day as major portions i.e. 71% of pie were in 18-35 year age
group.
Only 14% customers coming to the store are in 36-40 year age group.
The data provided us that the young people are more eager to go for shopping, because of
standardised and systematic appeal of organised retailing. This also shows us that the
opportunities and expectations of organised retailers will keep growing in Jalandhar as it was
found in the survey that maximum percentage of both the masses and classes are interested in
purchasing goods from organised retailers.
Interpretation:
The store being in the heart of city, it attracts maximum percentage i.e. 88% of customers from
Jalandhar.
2% from out of Punjab i.e includes the people who are doing job in Jalandhar.
4: Profession of customer:
Interpretation:
7% customers are doing govt.jobs, it indicates that customers who are doing govt job are not
coming organised retailers, as it was also found in case of Big Bazaar and Vishal that only 7-9%
customers coming to these organised retailers are doing govt job. The fact behind this may be
that govt employees get salary after completion of month, till that they are purchasing goods
from kirana stores on credit. Second point may be the salary that govt employees are getting
lesser amount in terms of salary as compared to pvt.and business persons. Third point is that the
organised sector is just 6-7 % in India , hence the people are less aware about this industry.
In order to attract this part of market organised retailers need to enhance their image, loyalty by
promotional campaigns and also some strategies should be used at the end of month so that the
share of this part may increase.
5: Qualification of respondent/customer:
Interpretation:
Interpretation:
Only 24% customers do not know Big Bazaar has opened in Jalandhar.
We should increase our promotional activities so that at least whole Jalandhar city can speak
about Big Bazaar or the percentage can increase to 90%.
Interpretation:
Customers were enquired about this why you are not going to Big Bazaar, maximum times the
answer was that it is far away from the city.
Interpretation:
Attributes
Interpretation:-
23% customers responded Easy day is better in prices, as compared to meagre 1% of Big Bazaar.
Service quality, staff behaviour and also somewhat in case of overall shopping experience the
response given was same with Easy day. But about product quality and ease of shopping
customers exercised their vote towards easyday.
In case of staff knowledge, store ambience and overall shopping experience Big Bazaar leads
the table. Therefore in order to get the leading edge we need to move ahead from easy day in
prices, quality, services, staff behaviour etc so that we can gain maximum market share.
Easy Day convenience stores
Details of research:
Sample size: 172
Interpretation:
31% people are in 18-25 year age group.
Only 6% are in 41-50 year age group.
The case here is same as above, as the maximum percentage of chart is occupied by
people who are in age group 18-35.Therefore it again clarifies that mostly young people
are going for shopping to these retail stores.
2: Address of Respondent:
Interpretation:-
As we are talking of convenience stores, so they are receiving the 98% of customers from
Jalandhar.
1% each from rest of Punjab and out of Punjab these include the labourers, rented people
which are doing job in these localities.
3: Family size of respondents:
Interpretation:
4: Profession of customers:
Interpretation:
5: Qualification of respondents:-
Interpretation:
Interpretation:
70% customer reported that they spend 2000 to 5000 rupees on grocery per month.
8% spend below 2000 on grocery per month, this includes customers which are 1 to 3 members
in their family as above it is mentioned that 14% customers have 3 members in their families.
This indicates the level of customer, that average family spends 3000 rupees on grocery per
month.
Near about 85% customers purchase monthly grocery from easy day convenience stores.
Only 6% purchase monthly grocery from Easy day and Big Bazaar.
Interpretation:
86 % responded that we know Big Bazaar has opened in Jalandhar, and only 13% did not.
This indicates that our promotional activities are reaching to masses and classes. We need to
keep it increasing so that 90 -95 % will get to know that Big Bazaaar has opened in Jalandhar.
9: Have you been to Big Bazaar?
Interpretation:
48% customers responded that we had not been to Big Bazaar. To attract this portion of map we
need hectic efforts, so that we can decrease this portion to lesser degree.
Interpretation:
While as 42% responded that it is good, and 3% mentioned that it is very good.
50% could not answer because they had not been to Big Bazaar.
Easy day is better Big Bazaar is better Both are same Not answered
Attributes
The results found here were same to earlier results, which we analysed in Vishal and easy day
market.
In this table we can see except Store ambience and service quality (which is not better
than easy day but is same) in all other major attributes of the table easy day is ahead of us. This
table is eye opener for us. We need to analyse the whole scenario and steps should be taken so
that we can overcome these precincts.
Conclusion:-
• While comparing Big Bazaar with Vishal Mega Mart, it was divulged that Vishal Mega
Mart is better in prices, as compared to Big Bazaar. But in other attributes like product
quality, service quality, staff behaviour, staff knowledge, store ambience, ease of
shopping, overall shopping attributes Big Bazaar is better than Vishal Mega Mart.
• When Big Bazaar was compared with Easy day market, the results where altogether
different ,here the results also reveal that Big Bazaar is pricey than easy day, but in other
attributes like service quality, staff behaviour, staff knowledge, ease of shopping utmost
respondents replied similarity between Big Bazaar and Easy day.
• So for as profile of customer is concerned following result was revealed ;
• 95% customers were literate.
• Average monthly spending amount on grocery is 2000 to 5000.
• Average family size of customer is 3 to 5 members.
• 62% customers have one car in their home.
• Average family income of customer coming to Big Bazaar is 10000 to 30000.
• Only 10% customers use public transport to reach Big Bazaar.
• 63%customers visit Big Bazaar with their family.
Annexure-1
Name:_______________________________
Gender: ______________________________
Age Group:
Phone No:_____________________
No of family members :_________________________
Profession :
Vehicles owned :
Qualification:
Planned Casual
Today you came to our store (note the No of customers if not came alone)
Yes No
If No, how many times you visited Big Bazaar Jalandhar before?
___________________________________________________________________
Have you been to Easyday market in Jalandhar ( bada easyday at vassal mall near bus stand)?
Yes No
________________________________________________________________________
Any feedback that you would like to give us that will help us serve you better:
Thanks!!! Dated
Annexure:ii
Questionnaire:
Name:_______________________________
Age Group:
Phone No:_____________________
Profession:
Qualification:
________________________________________
Yes No
Annexure: iii
Questionnaire:
(Out of store) Easy day Market and its convenience stores Jalandhar)
Name:_______________________________
Age Group:
Phone No:_____________________
Profession:
Qualification:
________________________________________
Yes No
BB Big Bazaar
D defence
E Easy day
G Govt.
HW House wife
H Hosharpur
J Jalandhar
K kupurthala/Kirana
M more
NW Nawasher
P Phagwara
RF reliance fresh
S Student
www.retailindustry.about.com
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www.articlebase.com
http://blog.taragana.com/business/2010/08/11/big-bazaar-maha-bachat-sale-2010-90856/
Books referred:-
Business today
4Ps
Business India
Economic times
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