Amity Marketing Project on Big Bazar

8/12/2019 Amity Marketing Project on Big Bazar

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Bazaar Analysis 34 21. Table 5.9 Reason of Buying at Big Bazaar 35 22. Table 5.10 Preference for

Buying at store other then Big Bazaar 36 23. Table 5.11 Reason of Shopping at that Store 37 24.

Table 5.12 Location v/s Gender Analysis 38 25. Table 5.13 Location v/s Age Group Analysis 39 26.

Table 5.14 Location v/s Average Monthly Spending Analysis 40 27. Table 5.15 Location v/s Mode

of Commution Analysis 41 28. Table 5.16 Location v/s Mostly Shop Product Analysis 42 29. Table

5.17 Location v/s Reason of Buying at Big Bazaar Analysis 43 30. Table 5.18 Location v/s

Customer Preference for other store Analysis 44 31. Table 5.19 Location v/s Reason for Buying at

that Store Analysis 45

7. 32. Table 5.20 Gender v/s Age Group Analysis 4633. Table 5.21 Gender v/s Average MonthlySpending Analysis 4734. Table 5.22 Gender v/s Mode of Commution Analysis 4835. Table 5.23

Gender v/s Frequency of Visit Analysis 4936. Table 5.24 Gender v/s Mostly Shop Product at Big

Bazaar Analysis 50

8. LIST OF FIGURESS. No PARTICULARS PAGE NO. 1 Fig 1.1 Retail Industry: Organized v/sUnorganized 3 2. Fig 1.2 Indian Retail Market Segme

nt 3 3. Fig 1.3 Future Groups ListedCompanies 8 4. Fig 1.4 Big Bazaar Promotional Plastic Cards 9 6. Fig 1.5 Future Group Private

Label Brands 11 7. Fig 2.1 Gorilla Marketing Hoardings of Big Bazaar 16 8. Fig 2.2 Pay Back Card

& Future Bazaar Card 17 9. Fig 2.3 Monthly Bazaar offer for SBI Card Holder 17 10. Fig 2.4 Big

Bazaar Prints Advertisement 18 11. Fig 2.5 Big Bazaar Gift Vouchers 20 12. Fig 4.1 Catchment

Area 26 13. Fig 5.1 Customer Footfall Analysis 27 14. Fig 5.2 Mostly Spoken Language Analysis 28

15. Fig 5.3 Respondent Gender Analysis 29 16. Fig 5.4 Respondent Age Group Analysis 30 17. Fig

5.5 Average Monthly Spending of Respondents Analysis 31 18. Fig 5.6 Mode of Commution

Respondents Use Analysis 32 19. Fig 5.7 Frequency of visit of Respondent Analysis 33 20. Fig 5.8

Mostly Shop Product at Big Bazaar Analysis 34 21. Fig 5.9 Reason of Buying at Big Bazaar 35

9. 22. Fig 5.10 Preference for Buying at store other then Big Bazaar 3623. Fig 5.11 Reason ofShopping at that Store 3724. Fig 5.12 Location v/s Gender Analysis 3825. Fig 5.13 Location v/s

Age Group Analysis 3926. Fig 5.14 Location v/s Average Monthly Spending Analysis 4027. Fig

5.15 Location v/s Mode of Commution Analysis 4128. Fig 5.16 Location v/s Mostly Shop Product

Analysis 4229. Fig 5.17 Location v/s Reason of Buying at Big Bazaar Analysis 4330. Fig 5.18

Location v/s Customer Preference for other store Analysis 4431. Fig 5.19 Location v/s Reason for

Buying at that Store Analysis 4532. Fig 5.20 Gender v/s Age Group Analysis 4633. Fig 5.21

Gender v/s Average Monthly Spending Analysis 4734. Fig 5.22 Gender v/s Mode of Commution

Analysis 4835. Fig 5.23 Gender v/s Frequency of Visit Analysis 4936. Fig 5.24 Gender v/s Mostly

Shop Product at Big Bazaar Analysis 5037. Fig 7.1 Future Group Retail Formats 5541. Fig 7.2

Aditya Birla Group Retail Formats 5542. Fig 7.3 Reliance Group Retail Formats 5643. Fig 7.4

Bharti Group Retail Formats 5644. Fig 7.5 Tata Group Retail Formats 5745. Fig 7.6 RPG Group

Retail Formats 5746. Fig 7.7 R.K Raheja Group Retail Formats 5847. Fig 8.1 Store Outer Image

5948. Fig 8.2 Organizational Chart 59

10. ABSTRACTTITLE: Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur,(Delhi)Big Bazaar has brought about many changes in the buying habits of people. It hascreated


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formats, which provide all items under one roof. Big Bazaar has maintainedthat uniqueness &

has succeeded in attracting customers. Therefore the basicobjective of this study is to find their

target customers and understanding itsmarketing strategies.Based on the topic objectives a

questionnaire was designed which consist of 10questions and response is collected from the

customers who are visiting the store. Fordata collection convenient sampling method was

adopted. For this project the area ofresearch is Big Bazaar, Wazirpur (Delhi).Where Big Bazaar is

not just another hypermarket; it caters to every need of yourfamily. Big Bazaar scores over

other stores is its value for money proposition forIndian customers.With the ever-increasing

array of private labels, it has opened doors in the world offashion and general merchandise,

including home furnishings, utensils, crockery,cutlery, sports goods and much more at prices

that will surprise customers.

11. INTRODUCTIONBackground of the studyBig Bazaar has brought about many changes in thebuying habits of people. It hascreated formats, which provide all items under one roof. To

attract more customerscompanies have to carry out the promotional activities in unique way.

Big Bazaar hasmaintained that uniqueness & has succeeded in attracting customers. Thereforethebasic objective of this study is to find their target customers and understanding itsmarketing

strategies.Need for the StudyIndia is having huge customer base having different choices and

behavior. To satisfytheir need is a different task. To achieve this Indian retail has change from

Kirana toretail outlets and has becoming the need in India. Different retail outlets are

offeringdifferent scheme and promotional strategies. Thus a study is been conducted to

knowthe effective marketing strategies needed to attract new as well as retaining theexisting

customers.Objectives of the studyPrimary Objective: To know the effective Marketing Strategy

which Influence customer to purchase a product of Big Bazaar in comparison to other Retail

Store. Catchment Analysis to know whether Big Bazaar is getting its customer from its target

locations or not.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,

Wazirpur (Delhi). It aims at understanding the companys establishment, organization

structure, departments, techniques, marketing strategies and the advantages it is having over

the competitors.

12. An attempt is made to analyze the companys performance in comparison to thetheoretical 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.

13. 1.1 OVERVIEW OF INDUSTRYThe Indian retail industry is the fifth largest in the world.Comprising of organizedand unorganized sectors, India retail industry is one of the fastest

growing industriesin India, especially over the last few years. Though initially, the retail industry

inIndia was mostly unorganized, however with the change of tastes and preferences ofthe


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consumers, the industry is getting more popular these days and getting organizedas well. The

US-based global management consulting firm, A T Kearney, in itsGlobal Retail Development

Index (GRDI) 2012, has ranked India as the fifth mostattractive nation for retail investment,

among 30 emerging markets.Indian retail industry is second largest employer after agriculture,

employing morethan 35 million people with wholesale trade generating additional 5.5

millionemployments, accounting for over 10 percent of the countrys GDP and around 8percent

of the employment, as per the National Sample Survey (NSS) 2009-10. Indiasretail sector is

estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by2018, 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 mostdynamic and fast paced industries with several players entering

the market. Butbecause of the heavy initial investments required, break even is difficult to

achieveand many of these players have not tasted success so far. However the future

ispromising; the market is growing, government policies are becoming more favorableand

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. 1.2Retailing in India is gradually inching its way

toward becoming the next boomindustry. The whole concept of shopping has altered in terms

of format and consumerbuying behavior, ushering in a revolution in shopping in India. Modern

retail hasentered India as seen in sprawling shopping centers, multi-storied malls and huge

14. complexes offer shopping, entertainment and food all under one roof. The Indianretailingsector is at an inflexion point where the growth of organized retailing andgrowth in the

consumption by the Indian population is going to take a higher growthtrajectory. The Indian

population is witnessing a significant change in itsdemographics. A large young working

population with average age of 24 years,nuclear families in urban areas, along with increasing

working-women population andemerging opportunities in the services sector are going to bethe key growth drivers ofthe 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


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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.

15. 1.1.2 Retailing formats in India 1. Malls 2. Specialty Stores 3. Discount Stores 4. DepartmentStores 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, inproximity to urbanoutskirts 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 andentertainment, 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 intheir sectors. Chains such as the

Bangalore based Kids Kemp, the Mumbai booksretailer Crossword, RPGs Music World and the

Times Groups Music chain PlanetM is a couple of examples.(c) Discount Stores:As the name

suggests, discount stores or factory outlets, offer discounts on the MRPthrough selling in bulk

reaching economies of scale or excess stock left over at theseason. The product category can

range from a variety of perishable/ non perishablegoods. E.g. Levis Factory Outlet, Adidas

Factory Outlet etc.(d) Department Stores:Large stores ranging from 20000-50000 sq. ft, cateringto a variety of consumerneeds. Further they are classified into localized departments such as

clothing, toys,home, groceries, etc. E.g. Shoppers Stop, Lifestyle, Fair Price etc.

16. (e) Hyper marts/Supermarkets:Large self service outlets, catering to varied shopper needsare termed asHypermarket/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 canfurther

be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft andlarge supermarkets

ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus onfood & grocery and personal

sales. E.g. Big Bazaar, More Hyper, Spencer etc forHypermarket and Food Bazaar, Reliance Freshare 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 usuallyopen for extended periods during the day, seven days a week. Prices

are slightlyhigher 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 asingle 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 INDIAThe 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.

17. 1.3 ORGANIZATIONAL OVERVIEW (FUTURE GROUP)Mr Kishore Biyani CEO, Future GroupPantaloonRetail (India) Limited is Indias leading retailer thatoperates multiple retail formats in

both the value andlifestyle segment of the Indian consumer market.Headquartered in Mumbai,

the company operatesover 16.33 million square feet. Of retail space, hasover 1000 stores across

85 cities and 60 rurallocations across the country and employs over35,000 people. The

companys leading formatsinclude Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely


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Indianhypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feelof

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 includeShoe Factory, Brand

Factory, Blue Sky, Fashion Station, Mobile Bazaar and StarSitara (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-Zonefocused on catering to the consumer electronics segment.Future

Group understands the soul of Indian consumers. As one of Indias retailpioneers with multiple

retail formats, we connect a diverse and passionate communityof Indian buyers, sellers and

businesses. The collective impact on business isstaggering: Around 220 million customers walk

into our stores each year and chooseproducts and a service supplied by over 30,000 small,

medium and largeentrepreneurs 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

servedonly by creating and executing future scenarios in the consumption space leading

toeconomic development. We will be the trendsetters in evolving delivery formats, creating

retail realty, making consumption affordable for all customer segmentsfor classes and for

masses.

18. 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 LimitedFinance: 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 theNational Stock Exchange and Bombay Stock Exchange. Fig. 1.3

19. Big Bazaar is not just another hypermarket; it caters to every need of your family.Where BigBazaar scores over other stores is its value for money proposition forIndian customers.With the

ever-increasing array of private labels, it has opened doors in the world offashion and general

merchandise, including home furnishings, utensils, crockery,cutlery, sports goods and much

more at prices that will surprise customers.History of Big BazaarThe first Big Bazaar store, with

an area of about 24,000 square feet, opened on VIPRoad, Kolkata in August 2001. This was

followed by stores in Hyderabad, Bangalore,Mumbai and Gurgaon. The initial categories on offer

were apparel, generalmerchandise and food. Later, several brands from categories likeelectronics,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 mannerthat

technology could provide. With an increasing number of customers patronizingits stores, it was

time for Big Bazaar to reach out to them. To pay tribute and to tellthem 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 firstappearance in May, 2002. As an extension of its


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customer relationship initiatives italso launched Shakti, a credit card for housewives, in February

2006. The card wasunique, for it required no proof of income. Fig. 1.4

20. BRAND STRATEGYSegmentation: They divided Indian consumer in three categories:- IndiaOne- Elite class with high disposable income. India Two- Middle class customers. India Three-

Struggling class with very low incomes.Targeting: India One and TwoKey Insights from the TargetGroup: 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 VALUESBrand Big

Bazaar stands for delivering value for money. Customer service andshopping comfort are at the

core of Big Bazaars philosophy. Innovation and initiativedefine its brand character. It strives to

reach out to its customers by imbibing the localflavor and melting into the local geography. In

November 2007 Big Bazaar haslaunched a campaign titled Power of One . This initiativeencourages customers toadd One Rupee to their bill towards donation to a social cause. Big

Bazaar makes anequal contribution and donates the entire proceeds to an NGO called Save

theChildren India. This is a selfless body which has been working for the welfare ofchildren from

marginalized sections of society.The brand anthem Khushiyon se Bhari Jholi connects with the

customers at anemotional level positioning Big Bazaar as part of the happy moments.

21. Future Groups Few Popular Private Label Brands:Fashion BrandsFMCG Brands:ElectronicsBrands: Fig. 1.5

22. 2.1 MARKETING MIX OF BIG BAZAARA. PRODUCTWith a better understanding of consumerbehavior across various cultures and classes,Big Bazaar has put together a stunning range of

over 160,000 SKUs. Private labels ofBig Bazaar are among the largest apparel and fashion brands

in the country. Theseinclude, DJ&Cmens casual wear range and Knighthood mens formal

wearrange; Pink & Blue, Such are exclusive garments designed for modern kids; Srishti, alabel of

ethnic wear for women; Haute N Spicy, fashionable western wear for teenagegirls; Dreamline, a

label that caters to an entire range of home linen, utensils andcrockery and Dtachi, Milestone a

luggage label that offers outstanding value formoney. Big Bazaar has also tied up with a host of

well-known brands which offerexclusive lines created especially for the store. These include

Levis, Lee Cooper,Lotto, Reebok, Wrangler and Disney.Products in Apparel Section

23. Products in Toys & Stationary:Luggage & Furniture & Electronics Department:Plastics,Utensils & Crockery (PUC), Footwear & Home Fashion Section:Food & Non Food Section:

24. B. PRICE:The pricing objective at Big Bazaar is to get Maximum Market Share . PricingatBig 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


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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

andLocation. The Big Bazaar stores are operational across three formats hypermarketsspread

over 40,000-50,000 sq ft, the Express format over 15,00020,000 sq ft andthe Super Centers

set up over 1 lakh sq ft. Currently Big Bazaar operates in over 90cities and towns across India

with 161 stores by June 30, 2012. Apart from the Metrosthese stores are also doing well in the

tier II cities. These stores are normally locatedin high traffic areas. Big Bazaar aims at starting

stores in developing areas to take anearly advantage before the real estate value booms.In Delhi

few Big Bazaars are situated below Metro Stations so the people can easilyaccess the stores

through the best mode of public transport like Delhi Metro. BesidesMetro stations other stores

are situated at Famous malls. Big Bazaar in GIP (GreatIndia Palace), Noida is one of the most

profitable store in Delhi NCR Region.

25. In order to gain a competitive advantage Big Bazaar has also launched awebsitewww.futurebazaar.com, which helps customers to orders products online which willbe

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 thehistory of Indian

retail. In celebration of Republic Day, Big Bazaar created a three-day shopping bonanza called

Sabse Saste Teen Din . This has now become anational event that attracts millions of

customers eager to benefit from the once-in-ayear smart deals. In January 2008, the three-dayevent generated sales worth over Rs.240 crore in 80 Big Bazaar stores. 15th August, Indias

Independence Day is billed asthe Maha Savings Day . So successful has this become that to

cater to the rush BigBazaar stores in many cities stay open till midnight. Wednesday Bazaar is

the Hafteka Sabse Sasta Din. It was initially created with the intent of decongesting

weekendsand driving footfalls on weekdays. As it transpired, most Big Bazaar stores nowattract

as many customers on Wednesdays as they do on weekends. A property thatoffers special

benefits and privileges to senior citizens was built around SeniorCitizens Day. Earlier Price

Challenge was created to reinforce Big Bazaars valueproposition of Is se sasta aur accha kahin

nahi . That scheme simply offered twicethe price difference should the cost of an item at a Big

Bazaar store be found to bemore than the market price. This tag line is now replaced by Naye

India Ka Bazaar .Exchange was an innovative promotion launched by Big Bazaar in 2005 to

providecustomers an opportunity to get rid of their junk and in return shop for a wide range

ofproducts at a discount. In-store communications in Big Bazaar are unique and rathernovel. 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 thetrolley instead of walking up to the rack


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where it is on display. To make sure that non-English speaking customers dont feel alienated

the communication is also conductedin the Local language. The communication is always

unambiguous and direct.

26. So the various promotional schemes used at Big Bazaar are: Mahabachat Ke 5 Din Hafteka sabse sasta din Wednesday Bazaar Exchange Offers Junk Swap Offer Pay Back CardEmployee 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

biggieslike 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 attractthe new and retain its existing

customers. All these cards are offered to satisfy thedifferent needs and to provide maximum

benefit to its loyal customers.

27. (b) Pay Back CardFuture Group has taken the whole concept of customer loyalty to the nextlevel byjoining hands with PAYBACK. PAYBACK is Indias largest and one of Europesmost

successful multi-partner loyalty programs. With PAYBACK, customers canshop, save and get

rewarded. This program enables consumers to collect millions ofpoints across online and offline

partnerswith just a single card. Customers canaccumulate points across Future Group

formats, thereby making shoppingrewarding . 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% to20% on different product

category over which there is no any promotional offer isrunning. There is a limit fixed over each

EDC which varies over salary structure ofemployee, means higher the salary higher the discount

limit and vice versa. The cardis valid for one year or the discount limit of each card whichever isless.(d) Future Group Monthly Bachat 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 Bachat 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

28. Other Promotional Activities:(1) Advertising:Before designing the advertising campaign forthe Big Bazaar brand, the message thatneeds to deliver about the brand through advertisement

needs to be designed. It wouldinvolve 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: Naye 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 everydaymagazines.The advertisements would

initially aim at educating the consumer about Big-Bazaaras a brand. An effective communication

as has been followed by the brand is theregular newspaper print advertisement with tag line of

Naye India Ka Bazaar andcomparison of prices of various consumer products at Big-Bazaar

vis--vis localmarket prices. Big-Bazaar news paper advertisements will be presented just before


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thelaunch of any new scheme. This will create aura about the Big-Bazaar brands in theminds of

consumers. Fig. 2.4

29. (3) TV Ads:Big-Bazaar commercials will be shown on the various channels in India. Theseadswill convey about the various offerings of the Big-Bazaar such as Fashion Collectionsand

Jewellery, Home and Personal Care, Electronics, Furniture. The advertisementwill focus on thevariety and quality of the specific offerings and convey the corevalues of Big-Bazaar as a place

where these products are available at the lowestavailable price with the environment of modern

Indian retailing. The TV ads would beaired during Prime-time hours of the channels where

mostly the household memberswatch television.(4) Road-side advertisements:Road side

advertisement will take the form of road side billboards which would bedisplayed 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 catchphrases about Big-Bazaar aiming to attract

the consumers.(5) Radio Ad:The objective of radio based advertising is to inform the customers

at the newhappening at Big-Bazaar outlets while at the same time conveying the culture of

BigBazaar of offering the values deals for a broad range of products.(6) Sales PromotionSalespromotion 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 stepwould 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 thediscounts that can be availed on these coupons

with respect to specific purchase. Thiswill help draw consumers to the store and initiate

purchase.

30. 6.2 Gift Vouchers:Big Bazaar offers gift vouchers of different denomination for Gifting theirvaluablecustomer or are available to be gift some dear one so that he/she can redeem itinhis/her desired shopping product. Fig. 2.56.3 Contests:Contests will be hosted by Big-Bazaar

with some incentive which will help togenerate awareness about Big-Bazaar as a brand. The

theme lines of the contest willhelp spread awareness about the various offerings of Big-Bazaar

and best dealsoffered 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 offerwhich could be either

free or at a low price that provides incentive for the buyers. Itcan be in the form of Rakhi gift

during the times of Raksha Bandhan or a Photoframe of Lord Ganesha during the times of

Ganesh Utsav etc.6.5 Personal SellingPersonal Selling would aim at educating customer at the

point of purchase and helpthem making a better purchase decision with respect to consumer

products. Thiswould help to build consumer satisfaction and give consumer a feeling ofhavingmade a right decision. There are following essential elements critical to personalselling in

the context of big-Bazaar. Well trained staff Motivation to employees to think out of the box

and take innovative steps.

31. Training would be provided to the staff about the different products in the storeandpersuasive 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


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product, build conviction about the brand and influencethe buyer to purchase the brand. While

doing this, a continuous effort would be madeto educate the buyer of the core culture of Big-

Bazaar of value deals and provideefficient customer value to the consumers.6.6 Public Relation

and Publicity:The objective of Public Relations and Publicity as a marketing communication

mixfor Big-Bazaar as a brand is to establish good-will in the minds of the consumers. Thevarious

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.

32. LITERATURE REVIEWMarketing for a Retail Business is an integral part of any retailorganization. It isbelieved that customer doesnt buy the product all the time; it is the marketer

whocreates the demand for their product. Implementing marketing techniques can helpretailers

increase sales.Every business is a marketing business, as John Jantsch, author of "Duct

TapeMarketing," says in his book. This is especially true for retail businesses. In acompetitive

business environment, starting a retail business is only half the job done.Retailers mustconstantly work toward getting customers to buy their products andconvert potential customers

into sales. Knowing and applying basic marketingtechniques can boost the retail business and

give it an edge over competitors.Today businesses are employing various marketing and

promotional strategies toretain their consumer base. With the concept of relationship

marketing surfacing, themarket is completely consumer oriented, and the sole aim of any

business today is toserve and satisfy their customers in the best possible manner. The fact that

consumerretention has gained precedence over acquisition, considering the cost involved,

hasmade it even more important for businesses to satisfy the consumers and win theirloyalty.

With competition hotting up, Indian retail chains are beefing up theirmarketing activities to

recharge their brands.Gibson Vedamani, chief executive officer, Retailers Association of India,theIndustrys apex body says that "Since retail chains have attained a certain level ofoperation,

the focus will shift to above-the-line (ATL) marketing. Each store will nowwant 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. Ifyou dont you could find yourself trailing behind the competition

and losing businessto other retailers".Therefore for formulating the effective marketing strategy

the marketer should keepin mind the following for the retail businesses:

33. 1. Research and identify your target market. A retail business usually depends on a definedlocal area, so determining the location, market size and buying habits of your target market willhelp 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


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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 Valentines 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.

34. 8. Get testimonials from existing customers. Nothing speaks louder than an endorsementfrom 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 competitivepricing. Getting customers through the door for the

first time, or bringing back oldcustomers, is achieved by using effective marketing promotions.

35. RESEARCH METHOD AND PROCEDURESince the study is on retail sector first the detailobservation of the store is beenconducted 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

10questions and response is collected from the customers who are visiting the store. Fordata

collection convenient sampling method was adopted.For this project the area of research is Big

Bazaar, Wazirpur (Delhi).Objective of the Study: To know the effective Marketing Strategy which

Influence customer to purchase a product of Big Bazaar. Catchment Analysis to know whether

Big Bazaar is getting its customer from its target locations or not.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 & thesurvey was undertaken.Feedback and suggestion for the store has been taken byasking questions and observation has

also done to gather primary information.There is also a use of secondary data, collected from

the various Journals, books,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, Wazirpur (Delhi) Research

Approach: Survey Method Research Design: Descriptive Research


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36. Sampling Method:Since the study is restricted to Retail sector, all the functionaldepartments of BigBazaar and the respondents are found at the store only so according to

theconvenience they are being picked so sampling method is used in this study isConvenient

Sampling. Sample Size: 500 Respondents Sampling Method: Convenience Sampling Sample Unit:

Customers of Big Bazaar Measuring Tool: QuestionnaireCatchment Area: North - West Delhi,

India Fig. 4.1

37. DATA ANALYSIS Location of Respondents 4 5 Ashok Vihar/ 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. 5.1Analysis: 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

5.1Under this data collection North West Delhi is taken into consideration as the store issituated

in this location. In my customer visit analysis over 500 visitors I got to knowthat most of thecustomers come from Pitampura/ Kohat Enclave & Rani Bagh areafollowed by Shalimar Bagh/

Prashant Vihar, followed by Rohini/ Rithala andfollowed by Wazirpur/ NSP area. Along with

these there are so many people whocame from other areas of Delhi & NCR.Interpretation: As

right now there is no such Hyper Market like Big Bazaar issituated near by these top most

location, therefore Big Bazaar is getting the advantageof attracting these customers. Further

people resident of these location also have goodspending capacity therefore they like to shop in

these store formats.

38. Mostly Spoken Language by Customer 4% 10% 4% Hindi English Punjabi 82% Others Fig.5.2Analysis: Language No. of Respondents % of Respondents Hindi 411 82% English 18 4%Punjabi 51 10% Others 20 4% Table 5.2In 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

speakdifferent language like Marwari, Bihari, Haryanvi, Some people are also there whospeak

South Indian languages like Tamil, Telgu etc.Interpretation: In Delhi most of the people use Hindi

as the primarily languagebecause of its common use and it is known to all the people.

39. Gender of Respondents 43% 57% Male Female Fig. 5.3Analysis: Gender No of Respondents% of Respondents Male 287 57% Female 213 43% Table 5.3In this research work the data are

collected unintentionally more by Male Visitorsthen the Female Visitors but it doesnt mean that

Female visitors are less then MaleVisitors because random selection is done while doing this

research.

40. Age Group of Respondents 45 38 40 35 30 26 24 25 20 15 10 8 5 3 1 0 15-20 21-25 26-35 36-50 51-60 61-80 Fig. 5.4Analysis: 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 5.4From the above

table it is clear that most of the people in this research belong to agegroup of 26 to 35 followed

by 21 to 25 then 36 to 50. So on an average customersage is in between 21 to 50 who visit the


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store the most. This research includes thecustomers of age as low as 15 year old.Interpretation:

The reason is being people of this age group have more purchasingpower, self dependency as

well as having purchasing decision ability.

41. Respondents Average Monthly Spending 30 27 25 25 20 18 14 14 15 10 5 2 0 Below 25002501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Fig. 5.5Analysis: Average MonthlySpending 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 5.5From the above

table it is clear that most of the respondents spending are between6001-8000, followed by

4001-6000, followed by 8001-10000. On an average most ofthe customer spent between 4001-

8000. There are very few respondents whoseaverage 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 incomehouseholds.

42. Mode of Commution 60 48 50 40 30 25 20 15 11 10 0 Two Wheeler Four Wheeler Auto/Rickshaw Public Transport Fig. 5.6Analysis: Mode of Commution No. of Respondents % of

Respondents Two Wheeler 95 15 Four Wheeler 156 25 Auto/ Rickshaw 70 11 Public Transport

301 48 Table 5.6From the above table it is clear that most of the respondent travels here

through Publictransport like Metro Train or Buses followed by Four Wheeler, followed by

TwoWheeler, and followed by Auto / Rickshaw.Interpretation: The reason of being using public

transport is that the store is situatedbelow the Metro station as well as public transport is a very

convenient mode to reachBig Bazaar, Wazirpur. Further ladies who dont know driving mostly

travel by autorickshaw. People who come to shop with family and who make bulk purchase

usuallybring four wheeler.

43. Frequency of Visit to Big Bazaar 30 28 24 25 20 16 16 15 10 7 4 3 5 2 0 Wednesday WeekendOnce a Week Twice a Once a Twice a Once a Other Week Fortnight Fortnight Month Fig.

5.7Analysis: 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 5.7From the above table it is very

clear that most of the respondents visit the store onweekends followed by once a month and so

on. This question was multiple choicequestion because its not like customers prefer to shop on

weekend dont come onweekdays and all. Therefore the result here we saw is most preferred

visit ofcustomers.There are lots of respondent who answer this question as others. Here others

refer toOccasionally, Rarely or First Time visit.Interpretation: The reason of being shopping at

weekend is that most of the peopleenjoy holiday on these days. The reason of shopping at

Wednesday is that it is theHafte ka sabse sasta din in Big Bazaar where special offers are

given to customersonly at that day.

44. Mostly Shop Product at Big Bazaar 50 43 45 40 35 32 30 25 20 15 11 8 10 4 5 1 0 Food/Groceries Clothes Home Utencils/ Electronics Furniture Others Plastics Fig. 5.8Analysis: Mostly

Shop Product No. of Respondents % of Respondents Food/ Groceries 360 43 Clothes 268 32

Home Utencils/ Plastics 95 11 Electronics 31 4 Furniture 6 1 Others 68 8 Table 5.8In this analysis


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it is very clear that most of the respondents visit the store to buyfood/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 consumableproducts in general where as other products are shopped

occasionally.

45. Reason of Buying at Big Bazaar 45 42 40 35 30 30 25 20 14 15 9 10 6 5 0 Quality Low PricesValue for Money Convenience Near to Home Fig 5.9Analysis: 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 5.9In this analysis it is clear that

respondents prefer to buy at Big Bazaar because ofconvenience followed by quality of products

followed by nearness of the store.Interpretation: This is because Big Bazaar is a store which

satisfies almost all therequirements 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

moreto save their time.

46. Preference for Shoping at other then Big Bazaar 50 45 45 40 35 30 25 20 15 13 15 10 9 8 10 50 More Easy Day Reliance Fresh Vishal Mega Local Stores Others Mart Fig. 5.10Analysis: 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 5.10In this analysis it

is clear that other then Big Bazaar, respondents prefer to shop atLocal Stores followed by

Reliance Fresh followed by Vishal Mega Mart and all.There are so many people who also visit

the stores other then these like Big Apple, 6Ten etc. It was the multiple choice question where

respondents can prefer more thanone option for the store.Interpretation: The reason to prefer

shopping at local stores is that it isnt possiblefor allto visit Big Bazaar stores to satisfy their

urgent needs. The other reason may bethat these stores offer home delivery also to maintainrelationship with theircustomers.

47. Reason of Shoping at other Store 70 59 60 50 40 30 21 20 13 10 6 1 0 Quality Low PricesConvenience Near to Home Offer Home Delivery Fig. 5.11Analysis: 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 5.11In this analysis it is clear that respondents shop at other

store because of nearness ofthe store followed by convenience followed by their home delivery

and so on. It wasthe multiple choice question where respondents can prefer more than one

option.Interpretation: To buy products at nearby stores is always a mean of convenienceand we

as a buyer always try to save our time and energy.

48. 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.

5.12Analysis: Gender % Gender Location Male Female Male Female Ashok Vihar/ Bharat Nagar

2% 2% 9 10 Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 2% 11 12Shakti Nagar/ Kamla Nagar/


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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 5.12In this analysis it is clear that throughout all the locations

male and female proportionis 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 theirfamily to shop.

49. Location v/s Age Group Analysis 12% 10% 15-20 8% 21-25 6% 26-35 4% 36-50 51-60 2% 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. 5.13Analysis: 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 5.13In this analysis we can seethat most of the customer of age between 15-50 comesfrom Pitampura followed by Shalimar

Bagh and followed by Rohini.Interpretation: The reason may be because all these area are very

close to BigBazaar. Therefore even the 15 year customers can also visit alone to the store

tosatisfy their need.

50. 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:

Location Below 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.

51. Location v/s Mode of Commution 100% 0% 90% 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%

6% 0% 3% 0% 11% Two Wheeler 20% 3% 10% 1% 3% 5% 1% 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. 5.15Analysis: 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%


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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 5.15In this analysis we can see that most of the people from Ashok Vihar,

Shalimar &Pitampura prefer four Wheeler, where as majority of people from Keshavpuram

&Rohini prefer Public transport. People from Shalimar on an average use all the abovemodes to

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

becausethe store is situated just below the metro station as well as Bus Connectivity is alsogood

to reach Big Bazaar, therefore people from different area prefer Metro followedby other modes

to come at Big Bazaar.

52. Location v/s Mostly Shop Product at Big Bazaar 25% 20% Food/ Groceries 15% Clothes HomeUtencils/ 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. 5.16Analysis: Home Food/ Location Clothes Utencils/ 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 5.16In this analysis we can see that people

from all the location preferred Food/ GroceryItems, 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 mostconsumable

products compare to other ones.

53. 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/ Rithala Others Bharat

Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Bagh/ Kohat Enclave/ Tri Nagar Model Town

Place Prashant Vihar Rani Bagh Fig. 5.17Analysis: 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 5.17If we see at chart we can conclude that among all

the factors Quality, Convenience &Nearness to home plays the important role in customerspurchase. Location wise if wetalk people from Shakti Nagar, Wazirpur & Pitampura gives little bit

of emphasis overPrices also.

54. 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


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Kohat Enclave/ Tri Nagar Model Town Place Rani Bagh Fig. 5.18Analysis: 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

5.18If we look at the chart we can see that other then shopping at Bag Bazaar peoplewould also

like to shop at Local Stores & Reliance Fresh. Here we can conclude thatlocal stores and Reliance

Fresh is the major competitor for Big Bazaar.Interpretation: The reason to prefer shopping at

local stores is that it isnt possiblefor all to visit Big Bazaar stores to satisfy their urgent needs.

The other reason may bethat these stores offer home delivery also to maintain relationship with

theircustomers. Customer preference for Reliance Fresh may be that it is present in almostall

the localities and have good varieties of products.

55. Location v/s Reason of buying from that Store 100% 90% 80% 70% Offer Home Delivery 60%Near to Home 50% Convenience 40% 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. 5.19Analysis: 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 5.19From the above chart we can easily conclude that people preferred to buy from

otherstore is because of nearness to their home, followed by the same quality offering andmostprobably they offer home delivery, especially local stores.

56. Gender v/s Age Group Analysis 25% 20% 20% 18% 16% 15% 15% 11% Male 10% 8% Female5% 4% 3% 3% 1% 0% 15-20 21-25 26-35 36-50 51-60 61-80 Fig. 5.20Analysis: 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

5.20By seeing the chart it is clear that most of the people belong to the age group of 26-

35followed by 21-25 & 36-50 age groups. Throughout all the age group females of agegroup 26-

35 visit more compare to males.

57. Gender v/s Average Monthly Spending 100% 90% 80% 5% 9% 7% 6% 13% 70% 1% 60% 50%Female 40% Male 30% 9% 16% 10% 8% 13% 20% 1% 10% 0% Below 2500 2501-4000 4001-6000

6001-8000 8001-10000 Over 10000 Fig. 5.21Analysis: Average Monthly Spending Gender Below

2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Male 9% 16% 13% 10% 1% 8%

Female 5% 9% 13% 7% 1% 6% Table 5.21If we see the chart carefully we can conclude clearly

that on an average males spendmore than the female visitors but in the spending group of

8001-10000 females spentmore than males.


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58. Gender v/s Mode of Commution 40% 36% 35% 30% 24% 25% 20% 17% 17% Male 15% 14%Female 9% 10% 5% 5% 2% 0% Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport Fig.

5.22Analysis: Gender Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport Male 17%

17% 5% 36% Female 2% 14% 9% 24% Table 5.22From the above chart we can see that most of

respondents who travel by two wheelerare male where as for females its only 2%. Male &

Female Respondents for fourWheeler are almost equal who comes by Four Wheeler, Auto/

Rickshaw are mostlypreferred by Female Respondents compare to Male Respondents..

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

Once a Other Week Week Fortnight Fortnight Month Fig. 5.23Analysis: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 5.23If we

see the above chart on Wednesday the female visitors are more compare to malevisitors else all

other day Male visitors are more compare to female visitors. Else allthe other days of visit male

and female ratio from target locations are almost same.Interpretation: Wednesday is a workingday for working people whereas housewivescan visit to stores to avail the special offers

provided by Big Bazaar.

60. 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 Clothes Home Utencils/

Electronics Furniture Others Plastics Fig. 5.24Analysis: 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 5.24If we see into the chart we can see that Male and Female respondents

visit Big Bazaarmostly for Food/Groceries, followed by Clothes and followed by Home Utensils

&Plastics. Whereas Home utensils are mostly bought by Female respondents then themalerespondents.

61. FINDINGSThrough Data Analysis: 1. As right now there is no such Hyper Market like BigBazaar 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 Wazirpur. 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


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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,

Wazirpur & Pitampura gives little bit of emphasis over Price of products also.

62. Through Personal Observation & Customer Talk: 1. During weekdays most of the customerscoming 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 Bazaaras 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 shiftsmanager conduct briefing where they tells the Team Leaders & Members about their targets

and achievements.

63. RECOMMANDATION1. Training must be provided to sales personnel not only of theircounters 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 thevarieties 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.


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64. CONCLUSIONIndian retail sector is witnessing one of the most hectic Marketing activities ofalltimes. The companies are fighting to win the hearts of customer. There is always afirst

mover advantage in an upcoming sector. In India, that advantage goes to BIGBAZAAR . It has

brought about many changes in the buying habits of people. It hascreated formats, which

provide all items under one roof.The consumers preferences are changing & they are moving

from Traditional Kiranastores to Modern Retail outlet. Its the main challenge to the Modern

retail outlets toattract the customers towards them from that of competitors. To attract

morecustomers companies have to carry out the promotional activities in unique way.

BIGBAZAAR has maintained that uniqueness & has succeeded in attracting customers.As the

competition is becoming stiff in the market the activities conducted by thecompany are unique,

that have brought fruitful result to the company. Among themsales promotions and organizing

events by Big Bazaar is one of the leading activity orunique among all other activities & has high

influence on the customer walk-in.

65. APPENDIX-1Major Retailers in India Fig. 7.1 Fig. 7.2 66. Fig. 7.3Fig. 7.4 67. Fig. 7.5Fig. 7.6 68. Fig. 7.7 69. APPENDIX-2Store Image: Fig. 8.1Organization Chart: Fig. 8.2 70. Store DepartmentsThe complete store is divided into following Departments:1. Plastics,

Utensils & Crockery (PUC)2. Electronics3. Toys & Sports4. Stationary5. Luggage6. Footwear7.

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

71. SWOT ANALYSIS OF BIG BAZAAR: Better understanding of customers helping the company toserve 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 inbranded 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.

72. Still lot of potential in the urban as well as rural market.Can enter into production of variousproducts due to its in depth understandingof customers taste and preference.To bring in the

customers of other retail outlet by dealing with brandedproducts.Private label brand are


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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 largevariety 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

andtrends), Hypercity and More etc.Unorganized retail also appears to be a threat to big

bazaars business. A largepopulation still prefers to visit local convenient stores for daily

purchases lxxii

73. QUESTIONNAIRE1. 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 >100005. How doyou 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 ( ) lxxiii

74. BIBLIOGRAPHYWebsites & Web Pages: Pantaloon Retail India Limited Retrieved May 10,2012 from http://www.pantaloonretail.in/ A.T. Kearney Global Retail Development Index

(GRDI) (n.d) Retrieved May 12, 2012 from

http://www.atkearney.com/index.php/Publications/global-retail- development-index.html

Indian Retail Industry (May 2010) Retrieved May 14, 2012 from

http://www.iseindia.com/ResearchPDF/Retail_Update1.pdf Nations GDP At Purchasing Power

Parity (PPP) (January 1, 2011) Retrieved May 20, 2012 from

http://www.indexmundi.com/g/r.aspx?t=100&v=65 Per Capita Income Crosses Rs 50K (Jan. 31,

2012) Retrieved May 25, 2012 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 June 8,2012 from http://www.moneycontrol.com/news/business/big-bazaar-unveils-

power-of-one-campaignchildrens-day_313163.htmlAnnual Report Big Strategic Management

Consultants (January, 2012) Highlights Of Indian Retail Industry-2012 Annual Report of

Pantaloons Retail India Limited (PRIL)-2011-12 lxxiv

Documents

Amity Marketing Project on Big Bazar