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“A STUDY ON BUYING BEHAVIOUR OF CUSTOMER IN
BIG BAZAAR IN LUCKNOW”
Submitted By : Under the Guidance of :
Mohan Agarwal Mr. Hitesh Keserwani
BBA (2010-2013) Faculty Guide
A7006410050 ABS, Lucknow
(Summer Project Report in Partial Fulfillment of the Award of Full Time Bachelors of Business Administration (2010-2013))
Amity Business SchoolAmity University Uttar Pradesh, Lucknow
1
“A Study on Buying Behaviour of Customer inBig Bazaar in Lucknow”
2
DECLARATION
I Mohan Agarwal, a student of BBA 3rd Semester of AMITY
BUSINESS SCHOOL, Lucknow hereby declare that the research
project report titled “A Study on Buying Behaviour of Customer
in Big Bazaar” is my original work and the same has not been
submitted for the award of any other diploma or degree.
Place: LUCKNOW
Date:
3
STUDENT CERTIFICATE
Certified that this report is prepared on the summer project undertaken by me
in “A Study on Buying Behaviour of Customer in Big Bazaar” from 26th
may,2011 to 10th june,2011, under the guidance of MR. HITESH
KESERWANI in partial fulfillment of the requirement for award of degree
of Bachelor of Business Administration (BBA) from Amity University, Uttar
Pradesh.
Date._________
Signature Signature Signature
Mohan Agarwal Mr. Hitesh Keserwani Mr. V.P.Sahi
Student Faculty Guide Director (ABS)
4
FACULTY CERTIFICATE
Forwarded here with a summer Project report on “A Study on
Buying Behaviour of Customer in Big Bazaar in Lucknow”
submitted by Mohan Agarwal Enrollment No.:A7006410050,
student of BBA 3rd Semester (2010-2013) .
This project work is partial fulfillment of the requirement for the degree
of Bachelors in Business Administration from Amity University
Lucknow Campus , Uttar Pradesh
Mr. Hitesh Keserwani
Lecturer
AMITY BUSINESS SCHOOL ,
AMITY UNIVERSITY,
LUCKNOW CAMPUS
UTTAR PRADESH
5
Acknowledgement
A project is never the sole product of a person whose name has appeared on the cover.
Even the best effort may not prove successful without proper guidance. For a good
project one needs proper time, energy, efforts, patience, and knowledge. But without any
guidance it remains unsuccessful. I have done this project with the best of my ability and
hope that it will serve its purpose.
“To be or not to be is not anything which matters, how to be
thankful is what really matters”
It was really a great learning experience and I am really thankful to my faculty, who not
only helped me in the successful completion of this report but also spread his precious
and valuable time in expanding my knowledge base.
I wish to acknowledge my gratitude towards AMITY BUSINESS SCHOOL, and all
those persons who are responsible for the successful completion of this project.
6
Executive Summary
As customers taste and preferences are changing the market scenario is also changing
from time to time. Today’s market scenario is very different from that of the market
scenario before 1990. There have been many factors responsible for the changing market
scenario. It is the customers changing tastes and preference, which has bought in a
change in the market. Income level of the people has changed; life styles and social class
of people have completely changed now than that of olden days. There has been a shift in
the market demand in today’s world. Technology is one of the major factors, which is
responsible for this paradigm shift in the market. Today’s generation people are no more
dependent on hat market and far off departmental stores. Today we can see a new era in
market with the opening up of many departmental stores, hypermarket, shopper’s stop,
malls, branded retail outlets and specialty stores. In today’s world shopping is not any
more tiresome work rather it’s a pleasant outing phenomenon now.
The study is based on a survey done on customers of a hypermarket named big bazaar.
Big bazaar is a new type of market, which came in to existence in India since 1994. It is a
type of market where various kinds of products are available under one roof. My study is
on determining the customer’s demand for big bazaar and the satisfaction level of
customers in big bazaar. The study will find out the current status of big bazaar and
determine where it stands in the current market.
This market field survey will help us in knowing the present customers tastes and
preferences. It will help in estimating the customer’s future needs and wants.
7
LIST OF CONTENTS
S.No. Name of Contents Page NO.
1. INTRODUCTION 8
2. COMPANY PROFILE 20
3. RESEARCH OBJECTIVE 37
4. RESEARCH METHODOLOGY 39
5. LIMITATIONS 43
6. ANALYSES AND INTERPRETATION 45
7. SWOT ANALYSIS 79
8. SUGGESTIONS 82
9. CONCLUSIONS 85
10. QUESTIONNAIRE 88
11. BIBLIOGRAPHY 96
12. ANNEXURE 99
8
INTRODUCTION
9
Introduction About the Company
Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its
chain of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of
management capabilities, high growth product profile, well-developed strategy and
extensive IT and logistics capabilities, PRIL has ensured rapid growth. More importantly,
while most organized retailers are struggling to be in black, PRIL has demonstrated a
consistent track record of profitable growth.
COMPANY RESEARCH
PRIL has chalked out an aggressive expansion plan to increase its retail space to over
1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloon’s, 11Big
Bazaars and 2 Food Bazaar’s has already been finalized, and these would be Operational
over the next two years. PRIL aims to set up over 30 Food Bazaar’s and is scouting for
appropriate locations for the same.
After popularizing the concept of hypermarket in India, PRIL is now also setting up a
new format shopping mall in the country under the name ‘Central’. The format would be
on the lines of a Selfridhes in London or a Central Mall in Bangkok. Two malls of
100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively
Diversity of product range will ensure profitable volume growth
To achieve better return on retail space, PRIL uses certain product categories
as margin managers and certain product categories to generate traffic. The
food and groceries business will act as key volume growth driver while high
share of apparel (which account for over 80% sales in Pantaloon Stores and
40% in Big Bazaar) will enable PRIL to maintain high margins. The
management has demonstrated its ability to improve stock turnovers in both
10
the formats successfully, which has enabled significant margin
improvement.
Fully integrated value chain and own labels give competitive edge
PRIL has a completely integrated value chain in apparels from fabric
manufacturing to apparel manufacturing, branding, distribution to retailing.
The company controls the total value chain from yarn to apparel retailing
and gives a competitive edge in terms of speed of delivery; lower inventory
carrying costs and better realizations. Also, large part of PRIL’s apparel
revenues comes from own private labels. PRIL has developed significant
competencies in apparel branding over a period of time and has developed
own labels (John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel
product categories. Worldwide, private labels give higher margin to retailers
than the national brands.
Also growth of private labels is faster as retailer controls shelf space and
visibility. Other initiatives such as faster turnover of stocks by introducing 6
seasons in a year (against 2 earlier) has helped in
bringing down inventory levels and at the same time providing wider choice
to customer and improving frequency of customer visits.
High scalability of business model – multiplier effect will set in
Size and scale drive economies on procurement and lower logistics which enables a
retailer to deliver better value to customers. The hyper-market format has much higher
scalability as compared to the pure apparel-retailing format. Also, the potential to expand
and scale is virtually unlimited in the food & grocery segment, where efficiencies
improve dramatically with scale as the multiplier effect sets in. Food constitutes the
largest expenditure item (estimated at over 50%) of an average
11
Indian’s monthly personal expenditure. However, the share of modern retail formats in
the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth
potential in the segment.
New product categories and innovative tie-ups to aid growth
PRIL offers large number of products to the customer to give them better
choice for selection. Different product categories have different depth and
width in merchandise offering. Besides, PRIL has tied up with Shop-in-Shop
partners in its Big Bazaar stores. Some product categories where the
company does not have core competency or does not want to invest, but
would attract customers are catered through these partners. Eventually, in
the long run, the Company may manage some of these product categories on
its own as volumes grow and it develops competencies in these businesses.
Shop-in-Shop partners typically pay a fixed rental for their space and share a
part of their profits. By expanding the range of product offerings and retail
formats, PRIL today has been able to target a much larger share of the
consumer’s basket (about 70% as against less than 8% in 1994).
PRIL will be adding new product categories to its business in both
Pantaloons as well as Big Bazaar stores. Gold, Investment products, White
goods and Appliances, Footwear will be the new product categories that will
be added. These product categories will help in improving Walk In’s into its
stores and generate additional business from the existing categories too.
Competition from global players would pose a major threat
Most global retailing majors have been keen on entering into the huge
untapped Indian market. However policy restricts Direct Foreign Investment
in the sector. There is a high likelihood of the Government lifting restriction
on FDI into the retail sector in the near future. Entry of these foreign giants -
12
with significant experience and skills in retail management would increase
competition for PRIL. However, we believe that given the widely dispersed
and heterogeneous nature of Indian markets, a foreign entrant would find it
extremely difficult to establish a national presence. Pantaloon with its early
Mover advantage and understanding of local markets is well entrenched to
retain high customer share.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12,
1987 as Manz Wear Private Limited under the stewardship of Mr. Kishore
Biyani. It was converted into a public limited company in September, 1991.
The company sold branded garments under Pantaloon, Bare and John Miller
brands. PRIL set up its first menswear Pantaloon Shoppe outlet in 1993. The
company’s name was changed to Pantaloon Retail (India) Limited in 1999,
when it made a full-fledged entry into the retail segment through the
Pantaloons Family Store.
Pantaloon Retail (India) Ltd: A Company Snapshot
BusinesDescription:
Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails
stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is
the discount store which offers a wide range of products under one roof. The products
include apparels and non-apparels such as utensils, sports goods and footwear. The
Company also has its presence into gold retailing by launching Gold Bazaar. The
Company's Food Bazaar provides a range of food and grocery products ranging from
fresh fruits and vegetables, staples, FMCG products and ready-to-cook products. The
Central offers a chain of stores including books and music stores, global brands in
fashion, sports and lifestyle accessories, grocery store and restaurants. The Pantaloon
retail stores focus largely apparels and accessories.
13
About Pantaloon Retail (India) Ltd
Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores
for the financial year ending June 2008. The company is headquartered in Mumbai and
has a presence in Lifestyle Retailing through 18 Pantaloons Stores, 3 Central Malls in
Bangalore, Hyderabad and Pune. In Value Retailing it is present through
24 Big Bazaar hypermarkets, 38 Food Bazaars and 2 Fashion Stations. PRILhas a
national presence with 2.6 million square feet of retail space across 24 cities.
Pantaloon: Fashion by Pantaloon
Pantaloon is the company's departmental store and part of life style retail format. In fact,
PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store
in Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it
self in the hearts and minds of the aspirational Indian customers. The company has depth
of offering for both men and women at affordable prices. A striking characteristic of
Pantaloon has been the strength of its private label programme. John Miller, Ajile.
Scottsvile, Lombard, Annabelle are some of the successful brands created by the
company. With 13 stores across the country and an ever-increasing stable of private
brands, Pantaloon - in the coming years is poised to become a leading fashion trendsetter.
Big Bazaar: Is se sasta aur acha kahin nahin
Big bazaar is the company’s foray into the world of hypermarket discount
stores, the first of its kind in India. Price and the wide array of products are
the USP’s in Big Bazaar. Close to two lakh products are available under one
roof at prices lower by 2 to 60 per cent over the corresponding market
prices. The high quality of service, good ambience, implicit guarantees and
continuous discount programmes have helped in changing the face of the
Indian retailing industry. A leading foreign broking house compared the rush
at Big Bazaar to that of a local suburban train.
14
Food Bazaar – Wholesale prices
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of Quality, Range and Price associated with large format stores and also the
comfort to See, Touch and Feel the products. The company has recently launched an
aggressive private label programme with its own brands of tea, salt, spices, pulses, jams,
ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on
sale), Food Bazaar has proved to be a hit with customers all over the country.
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable success in
many Indian cities and small towns. Big Bazaar provides quality items but at an
affordable price. It is a very innovative idea and this hypermarket has almost anything
under one roof….Apparel, Footwear, Toys, Household Appliances and more. The
ambience and customer care adds on to the shopping experience.
Is Se Sasta Aur Accha Kahin Nahin !
What's in store for you at Big Bazaar?
1,70,000 products at 6- 60 % discount.
At Big Bazaar, you will get: A wide range of products at 6 – 60 % lower
than the corresponding market price, coupled with an international shopping
experience.
15
Food
Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International
supermarket atmosphere with the objective of giving the customer all the advantages of
Quality, Range and Price associated with large format stores and also the comfort to See,
Touch and Feel the products.
'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large
supermarkets with a difference. It was flagged off in April'02. With store sizes ranging
from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &
Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It
currently caters to over 1.2 million customers every day across 4 outlets in India and is
soon set to expand and double this figure across 12 outlets all over the country by June
2009.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The
Products available in Big bazaar
Apparel and Accessories for Men, Women and Children.
Baby Accessories.
Cosmetics
Crockery
Dress Materials Suiting &
Shirting
Electrical Accessories
Electronics
Footwear
Toys
Home Textiles
Home Needs
Household
Appliances
Household Plastics
Hardware
Home Decor
Luggage
Linens
Sarees
Stationery
Utensils &
Utilities
16
western values of convenience, cleanliness and hygiene are offered through pre packed
commodities and the Indian values of "See- Touch- Feel" are offered through the
“Mandi” atmosphere created by displaying staples out in the open, all at very economical
and affordable prices without any compromise on quality. This satisfies the Indian
consumer and comforts her before making her final buying decision. At other super
markets, the consumer is deprived of this factor.
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna
Aasaan”. This positioning platform of Food Bazaar is evident from the higher discounts
and the wholesale price-points which is below MRP.
Food Bazaar represents the company’s entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to
provide the much important ‘touch & feel’ factor which Indian housewives are used to in
the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery,
FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides
fruits and vegetables. All products are sold below MRP and discounts range between 2%
to 20%. Fruits and vegetables are sold at prices comparable to wholesale prices.
17
INTRODUCTION TO SUBJECT
18
Retailing
The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global companies
that are looking at India as the next consumer market powerhouse. And it seems to be the
retail sector that will give the desi consumer royal status.
In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
growth of industry in the future.
Retailing is the final step in the distribution of merchandise, the last link in supply chain
– connecting the bulk procedures of commodities to the final consumers.
Retailing in India is thoroughly unorganised. There is no supply chain management
perspective. According to a survey by AT Kearney, an overwhelming proportion of the
Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore
segment of the market is organised.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.
160,000 crore by 2008. The TOTAL retail market, however, as indicated above will grow
20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2008.
A study by McKinsey points out that India's market for consumer goods could reach a
whopping $400 billion by 2010 - making it one of the five largest in the world. Further,
KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has
said: "India represents an economic opportunity on a massive scale, both as a global base
and a domestic market." The report, however, finds that the next leap in the growth of the
consumer market will be spearheaded by the changing dynamics of the retail sector.
"Companies expect that the next cycle of change in Indian consumer markets will be the
arrival of foreign players in consumer retailing. Although FDI remains highly restricted
19
in retailing, most companies believe that will not be for long," says Deepankar Sanwalka,
Executive Director and Head - Consumer Markets, KPMG India.FDI in retail has once
again begun to appear imminent following Prime Minister Manmohan Singh's recent
interview to McKinsey, in which he expressed confidence that he would be able to get the
Left parties on board on the matter. KPMG is in fact going ahead with its plans to
conduct a series of five roadshows in the US and a few countries in Europe to hold
discussions about the opportunities in India's consumer markets, especially in retail. And
the numbers do lend credence to the enthusiasm.The Economist Intelligence Unit (EIU)
country briefing on India, 2008, estimates the retail market in India will grow from $394
billion in 2008 to $698.9 billion in 2011. In fact, KPMG finds that the organised retail
sector in India is expected to grow at a higher rate than GDP growth in the next five
years, driven by changing lifestyles, strong income growth and favourable demographic
patterns. According to EIU, India currently has more than five million retails outlets, out
of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast. .
Emerging trends in organized retailing
Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s
and Piramal’s has set up stores/malls and built businesses within retail. Thesem include
the Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Raheja’s
Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and the Crossroads Mall set
up by the Piramal’s. While many of these initiatives were initially driven by the need to
use existing real estate, they are beginning to assume the contours of a serious business
today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail
to grocery and convenience stores. Suitability of location, optimal utilization of real
estate, diversifying business to reduce reliance on the commodity nature of fuel retail
business and improve margins are the key factors that has lead fuel majors to
enter into the retailing.
Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old
20
Chennai based chain selling consumer durables and Narula’s - the food chain in North
India.
Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the growth
of specialty chains and upgraded existing multi-brand outlet.
21
Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of
small, independent, owner-managed shops, it happens to be the country's second largest
employer after agriculture. The country is currently witnessing a boom in retailing,
thanks mainly on account of an increase in the disposable incomes of middle and upper-
middle class households.
More and more corporate houses, including large real estate companies, are now entering
the retail business directly or indirectly. One sign of the modernization of Indian retailing
is the rapid growth in the number of speciality malls and theme malls. The Piramals,
Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like
Crosswords, Shopper's Stop and Pantaloon have taken the lead in organised retailing.
Emergence of specialty retailing
Though organized retailing is still at a nascent stage - accounting for only
around two per $180 billion retail market in India - it is likely to touch 10
per cent by the end of this decade. Four product categories have led the
organized retailing wave: foods, apparel, lifestyle products, consumer
durables and electronics. In recent times, several theme malls such as Gold
Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to
specific needs and occasions have been completed or announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its infancy in
India. One could venture so far as to say speciality and theme based retailing will drive
the growth of organized retailing in India.
22
ORGAINSED RETAILING
Organised retailing got a leg up during 2008 with the opening of new format stores, rapid
growth of existing players, start-up of new-generation shopping malls, the Government's
intention of allowing a certain level of foreign direct investment in retail and the
formation of a retailers' association. With consumer sentiment positive during most of
2008, it led to substantial spending across a number of categories such as consumer
durables, clothing and lifestyle, automobiles and telecom products. At the beginning of
this decade, organized retailing accounted for a mere $2.9 billion in India. This is only
1.25 per cent of the estimated total retail market. This share has already grown to 2 per
cent. Growth projections for retail business vary widely. Some studies estimate that by
2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per
cent.
23
BIG BAZAAR AT DELHI METRO STATIONS!
First time a Discount Hypermarket opens at a Metro Station Pantaloon Retail opens
2 Big Bazaars at Wazirpur & Inderlok Metro stations in Delhi
BIG BAZAAR will provide
shoppers with a completely
new shopping experience and
make available -a range of
products for every household
need at never before prices
Shoppers for the first time will have the Pantaloon Retail (India) Limited, the country’s
leading retailer, opens 2 BIG BAZAARS in Delhi. The two BIG
BAZAARS are located at the Wazirpur and Inderlok Metro Stations
respectively. This is the first time a discount hypermarket has opened at a
station and Big Bazaar is proud to be the first to offer a never-before
shopping experience to the metro commuters. The national tally of BIG
BAZAAR is now at 20 taking the total tally of BIG BAZAAR in NCR region to 4 .Both
BIG BAZAAR, Wazirpur & BIG BAZAAR, Inderlok have FOOD BAZAARS within the
store. This takes the national tally of Food Bazaar to 32 and total tally of Food Bazaar in
NCR to 5.
widest range of products in every segment – Women’s Apparel, Men’s Apparel,
Accessories like belts and bags, Cosmetics, Gold Jewellery, Kids Wear, Stationary and
Toys, Footwear, Plastics and Home Décor products, Utensils & Home Appliances, Gift
Articles, food and grocery items.Food Bazaar will offer services like ‘Live Kitchen’
where customers can get vegetables cut and select gravies of their choice, ‘Golden
Harvest’ providing best quality grain, pulses & spices, ‘Ready to cook’ and ‘Hungry
Kya’ the ready to eat food sections. In addition, regular Food Bazaar offerings of Grains
and Provisions, Farm Fresh Fruits & Vegetables, Drinks & Beverages, Dairy Products,
24
Fabric Care products, Music Cassettes and CD’s, Chill Station, Home Care Products,
Accessories, Kitchen Linen.
On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail
(India) Ltd., said, “We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations
in Delhi. As has been the homemaker’s experience across the country, the store is a
support to the homemaker’s untiring effort of saving the maximum while giving the best
to her family. Our opening of the 2 stores in Delhi after the runaway success of the other
stores at Gurgaon & Ghaziabad shows our commitment to this region. It also reflects the
love and affection the people of this region have showered on us!”
Living up to its motto of “Is se sasta aur accha kahin nahin", all products in BIG
BAZAAR will be available at prices lower than the MRP, often up to 60% discount. In
addition to this, various offers, discounts and promotions will be regularly held at the
store. The consumer will experience a new level of standard in price, convenience and
comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket
model will offer all of the above for both leading brands as also for its private labels.
25
A layout chart of Big bazaar located at Lucknow
LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION
DESCRIPTION)
8. WOOLEN CLOTHS FOR KIDS
9. WINTER WEAR
10. KIDS CASUAL WEAR
11. KIDS JEANS AND SHORTS
12. INFANT SHIRTS AND T-SHIRTS
13. MEN ACCESSORIES – SUNGLASSES, WRIST WATCHES ETC
14. SOFT TOYS
15. HOME DECORATIVE ITEMS
16. MUSIC COUNTER
17. LADIES ETHINIC
18. LADIES WESTERN
19. LADIES FORMALS(OFFICE WEAR)
20. LADIES ACCESSORIES – LINGERIES
21. LADIES PERFUMERIES
22. LADIES COSMETICS
23. LUGGAGE
24. FOOTWEAR
25. SPORTS
26
26. SCHEME BASED PROMOTIONAL ITEMS
27. CASH COUNTER
28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)
29. MEN FORMAL SHIRTS
30. MEN TROUSERS
31. MEN SUITS AND BLAZERS
32. MEN FABRICS
33. MEN ETHINICS
27
DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a place
where every one has their first sight that is in front of the entrance. This shows that when
a person enters in to big bazaar it can get all information about the stores of big bazaar
from the person sitting in the help desk. Help Desk uses paging service as a tool for the
convenience of its employees and customers.
KIDS SECTION – The kids section is located just at the left corner of the entrance of
big bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water
bottles are available in one part. Kid’s jackets and baba suits are available in another part.
Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts
are also placed in another part. In this section the pillars are used for displaying
information like size chart and section description. The apparels are available at a price of
Rs59 onwards.
MENS SECTION – Next to it is the men’s section that is in the center. It is divided in to
five parts. At one part men formal shirts are available. In other parts men trousers, suits
and blazers, fabrics and ethnics are available respectively. Here the price ranges from a
minimum of Rs99 to Rs899.
LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The
ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics,
ladies western wear, ladies formals (office wear), ladies accessories – lingerie’s, ladies
perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges from
Rs99 to Rs1000 approx.
Promotional scheme – With an add on to the above products there are various other
products which are available with a promotional scheme. The various products under this
scheme includes girl t-shirts, infant winter wear etc.
28
Non-Promotional scheme – There are various other products available without any
promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night
wear, kids salwar suits etc.
Sports Store – At the extreme corner there is a sports store where various kinds of sport
items are available.
Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of food
items, fruits and vegetables are available there. Sitting arrangements are well made so
that people can sit and take tea, coffee or snacks or any other food item and can relax.
Cash Counter – The cash counter is located just near the exit
Product Layout Chart
Ground Floor First Floor
1. Ladies Western 1.Vegetables
2. Ladies Ethnic 2. Golden Items
3. Saree and Dress Materials 3. Ready to eat
4. Night wear/Lingerie 4. Ready to cook
5. Boys and Girls 5. Sweets and Farson
6. Infants 6. Spices
7. Toys 7. Beverage
8. Men’s Formals 8. Confectionaries
9. Men’s Ethnic 9. Tea and Coffee
10. Men’s Casuals 10.Personal Cars
29
11. Men’s Accessories 11.Plastics
12. Men’s Party 12.Utensils
13. Denim and T-shirts 13.Crockeries
14. Sportswear 14.Appliances
15. Footwear
16. Home Linen
17. Luggage
18. Sunglasses and Watches
BIG BAZAAR AT LUCKNOW
From today, housewives and compulsive shoppers in Lucknow need not step elsewhere
for shopping. With Big Bazaar, the hypermarket (discount store) from Pantaloon Retail
(India) Ltd. opening its first outlet in North India, they have a lot to choose from. Spread
over an area of around 50,000 sq ft, Big Bazaar offers a variety of products 2% to 60%
lower than the corresponding market price. After consolidating its position in 4 cities –
namely Hyderabad, Kolkata, Bangalore and Mumbai (Lower Parel and Mulund), Big
Bazaar is all set to win t! he hearts of people in Delhi and Gurgaon.
Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer, Pantaloon Retail
(India) said, "The Company was the first in India to launch a hypermarket discount store
- Big Bazaar. Seeing the tremendous response, today we are pleased to bring the same
excitement to shoppers in and around Gurgaon in the form of Big Bazaar with its variety,
discounts and shopping ambience. The main attraction at Big Bazaar is the product
variety. The company will stock about 1,70,000 items. In short, there is something for
everyone."
Big Bazaar has apparel and accessories for men, women and children besides Cosmetics,
Toys, Home Needs, Household Appliances, Gift items, Jewellery, Luggage, Linen, and a
lot more.
30
Food Bazaar, with an area of around 10,000 sq ft is also a part of Big Bazaar offering
products at wholesale rates below the MRP. To attract regular bazaar-goers, a mandi has
been created within Food Bazaar where Consumers could touch, feel, pick & choose
products. This choice has been supplemented by the provision of packaged food for the
Westernized shoppers. Food Bazaar will stock around 10,000 stock keeping units
(SKUs). These will include provisions, vegetables, fruits and fresh produce, FMCG
products, bakery products, basic staples, cereals, pulses, cooking oils, flour, spices, dry
fruits, health food, baby food, dairy products, drinks, beverages as well as ready-to-eat
and ready-to-cook product! s. There are special purchase offers and discounts worked out
with several leading brands exclusively for Food Bazaar customers making shopping at
Food Bazaar highly affordable.
31
RESEARCH
OBJECTIVE
32
OBJECTIVE OF THE STUDY
Main objective of the study is to find out the buying behavior of the customers coming in
to Big Bazaar.
There are some extensive objectives for the study which are listed below.
1. To determine the current status of Big Bazaar.
2. To find out the customers response towards Big Bazaar.
3. To study the satisfaction level of customers in different attributes of Big Bazaar.
33
RESEARCH
METHODOLOGY
34
RESEARCH METHODOLOGY
Technology and customers tastes and preferences plays a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information’s regarding market strata of different products. Research Methodology is
required for every industrial service industries for getting acquire knowledge of their
products.
Period of Study: This study has been carried out for a maximum period of 7 weeks.
Area of study: The study is exclusively done in the area of marketing. It is a process
requiring care, sophistication, experience, business judgment, and imagination for which
there can be no mechanical substitutes.
Sampling Design: The convenience sampling is done because any probability
sampling procedure would require detailed information about the universe, which is not
easily available further, it being an exploratory research.
Sample Procedure: In this study “convenience sampling procedure is used.
Convenience sampling is preferred because of some limitation and the complexity of the
random sampling. Area sampling is used in combination with convenience sampling so
as to collect the data from different regions of the city and to increase reliability.
Sampling Size: The sampling size of the study is 200 users.
Data Collection: Data is collected from various customers through personal
interaction. Specific questionnaire is prepared for colleting data. Data is collected with
mere interaction and formal discussion with different respondents
35
Tools of Analysis: - The market survey and the techniques for marketing and
investment of finance is carried out by physically interacting with the potential customers
in big bazaar.
Research Design: - The research work is exploratory in nature, and is meant to
provide the basic information required by research objectives. It is a preliminary study
based on primary data and the findings can be consolidated after a detailed conclusive
study has been carried out.
36
LIMITATIONS
37
LIMITATIONS
Preparation of a project report and concluding a research is a whole process which is
carried out in a number of steps. Therefore through out the whole process of research
there are a number of difficulties encountered by researcher, at every step. In the present
study we may assume following limitation.
1. Data don’t represent entire population behavior.
2. It is very difficult to measure perception by means of mathematical
calculation.
3. This research was done in Delhi and gurgaon city only hence this
Conclusion is valid only for Delhi and gurgaon.
4. It was assumed that respondent have the knowledge of the choice.
38
ANALYSIS
39
ANALYSIS
The survey is done on big bazaar. Survey is done of 200 respondents of Lucknow who
come to visit big bazaar. A specific questionnaire is prepared for the customers and data
is obtain moving around big bazaar and personally interacting with them. The customers
gave valuable information regarding their consumption pattern in big bazaar. All
informations are collected and a proper analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is
done as per the information obtained from the customers and a serious
interpretation has been done to best of my effort.
Income wise distribution of
customers coming to big bazaar
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
40
No Income Group 25%
INCOME GROUP
5%
50%
20%
25% Higher IncomeGroup
Middle IncomeGroup
Lower IncomeGroup
No Income Group
41
Analysis
The above diagram shows the distribution of income level of customers coming in to big
bazaar. Among the 200 respondents 50% of customers are of middle income level that is
between Rs20000 – 60000. Least number of customers visiting Big bazaar are the higher
income level people that constitute only 5%. The lower income level of people coming to
big bazaar constitutes of 20%. 25% of people belong to no income group which mostly
consists of students.
Interpretation
Big bazaar is the hub of shopping for middle level income group people because of its
reasonable price on its each product category. The higher-level income group people
don’t prefer to do shopping in big bazaar, as it doesn’t deal with branded products. The
higher-level income group people are very status conscious and their psychology is such
type that they don’t prefer much to visit big bazaar, as it is a discounted store. The lower
income group people come in to big bazaar as they get goods at a discounted price.
Hence big bazaar should include branded products in its product category, which will
encourage higher income group people to come in to big bazaar. Probably not much of
lower income group people come to big bazaar as they don’t like to have any shopping
experience rather they just go for near by store where they can get their necessity goods.
Even they purchase goods on a regular basis on a small quantity. So they don’t have
much interest to come to big bazaar and do shopping.
42
Purpose behind visiting big bazaar
PURPOSE
60%
10%
30%
Shopping
Outing
Both
Shopping 60
Outing 10
Both 30
43
Analysis
Out of the 200 respondents 60% of respondents visit big bazaar for shopping, 10% for
outing and 30% visit big bazaar for both the purposes.
Interpretation
From this I interpret that big bazaar is purely a shopping complex but it also facilitates a
certain kind of ambience and decorum to the people that they also visit it for the purpose
of outing. The infrastructure and ambience of big bazaar is so that people even like to go
there even also they don’t have to purchase anything. People enjoy doing shopping in big
bazaar. This is very nice for it as often customers purchase some goods while moving I
the building.
40%
44
Demand for other retail outlets in a mall
Garment Outlet
Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%
45
Analysis
The above graph shows that 40% of people visit garment outlet in a mall other than that
of big bazaar. 20% of people also prefer to visit food court in a mall other than big
bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar. 10% of
people also go to mall for entertainment purpose. Some people that are 15% each also
visit gift corner store and jewellery & watches store in a mall other than big bazaar.
Interpretation
46
From this analysis I come to know that most of the people tend to visit
garment outlets in a mall other than big bazaar as it has some exclusive
branded outlets. People also go for footwear stores as malls have branded
footwear stores in it. People go for watching movies to mall for
entertainment. Yet a few people visits gift corners and jewellery stores in a
mall. This is of course a threat for big bazaar that it is not able to attract
customers from other retail outlets and retain them with it. Big bazaar should
definitely include more of branded products in its product category in order
to bring in the customers of mall to it and retain them with it. It can include
some of the exclusive branded outlets of cloths and jewellery in it in order to
attract the brand choosy customers.
47
Products mostly purchased by customers in big bazaar
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
48
Analysis
This chart clearly indicates that the demand for grocery that is 70% is highest by the
customers followed by clothes rated 60%. The next highest demand is for food items that
is 50%. 25% demand is for leather items in big bazaar. Electronic items holds 15% of
demand and gift items and other items has a demand of only 10% by the customers of big
bazaar.
Interpretation
From this analysis I interpret that customers demand are high for grocery and clothes
followed by food items in big bazaar. Electronic items have a little demand by the
customers. Gift items and other items are not much in demand by the customers. I can
interpret that clothes, grocery and food items are the major products which hold
maximum number of customers. So big bazaar should maintain its low pricing and
product quality to keep hold of the customers and also it should keep more qualitative
products of gift and leather items so that people would go for more purchase of these
items from it. Big bazaar has many local branded products of grocery and cloths and it is
successfully selling it. It should also include branded products so that more sales can
take place.
49
Expenditure pattern of customers coming in to big bazaar
Below 500 11%
500-1000 16%
1000-1500 22%
1500-2000 22%
More than 2000 29%
EXPENDITURE PATTERN
11%
16%
22%22%
29%Below 500
500-1000
1000-1500
1500-2000
More than 2000
50
Analysis
We can clearly see from this graph that majority of the customers spend a lot in big
bazaar that is 29% of people spend more than Rs2000 in a single visit to big bazaar.
Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-
2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and only
11% of customers are there who spends less than Rs500 in their visit to big bazaar.
Interpretation
From this I interpret that most of the customers purchase goods in bulk which leads them
to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more
goods from big bazaar as it provides goods at a discounted rate. Probably those persons
who spend more in a visit to big bazaar are purchasing on a monthly basis. Those
customers who are spending very less money that is below Rs 500 are mostly coming in
just to move around big bazaar and spend time. In the process they used to spend money
on food items and also purchase some products while roaming in it. Impulse buying
behavior of customers comes in to play to a large extent. More discounts shall be
provided to people who does bulk purchase. This will encourage people to purchase more
products.
51
Time spent by customers in shopping in big bazaar
Less than half an hour 10%
Half an hour to 1 hour 30%
1 hour to 1 1/2 hours 50%
1 1/2 hours to 2 hours 40%
More than 2 hours 20%
0% 20% 40% 60%
Less than half an hour
Half an hour to 1 hour
1 hour to 1 1/2 hours
1 1/2 hours to 2 hours
More than 2 hours
Series1
52
Analysis
People spend a lot of time in shopping in big bazaar. Majority of the respondents said
that they spend at least 1 hour to 1 ½ hours in big bazaar. 40% respondents also said that
they spend 1 ½ hours to 2 hours in their visit to big bazaar. Only 10% of people said that
they spend very little time that is less than half an hour in big bazaar.
Interpretation
As per the given data I interpret that customers are very product choosy now a days and
that’s why they spend a lot of time in shopping in big bazaar. Probably customers might
even be spending more time in big bazaar as it provides a very nice ambience and
atmosphere for the people to shop in. Hence those persons who spend half an hour or less
than half an hour in big bazaar are those persons who just come to purchase limited
products and come only because of low pricing of products. People also spend much time
in it but purchase very few goods. The sales personnel should focus on the people who
take long time in shopping and purchases a lot and provide special kind of service to
them as they are the major customers.
53
Comparison of footfalls in weekdays and weekends
FOOTFALLS
40%
60%
Weeks days
Weekends
Weeks days 40%
Weekends 60%
54
Analysis
The above graph shows that more number of people comes to big bazaar in weekends
than that of week days .40% of people visits big bazaar in weekdays where as 60% of
people visit big bazaar in weekends.
Interpretation
I can clearly interpret from this that most of the people tend to visit big bazaar in
weekends rather than that of week days. There are more footfalls in big bazaar in
weekends than that of week days. Though there is not much difference as 40% of people
visit big bazaar in week days hence in weekends the footfall increases by 10%. As people
come more in weekends, so big bazaar should keep it open for more time in weekends.
The infrastructure can be changed a bit in weekends so that customers can see more
products clearly and can move around comfortably. In order to bring in more number of
customers in week days big bazaar should provide some schemes in week days which
will encourage people to come in to it in week days also. Hence the crowd is more in
weekends and big bazaar should avail more parking spaces for its customers in weekends.
It can make some temporary arrangement for parking every weekend. It should not spend
much money in advertising and displaying of products in weekdays rather it should
advertise and display products more in weekends as more number of people comes in
weekends.
55
Customer’s preference of timing to visit big bazaar
TIME PREFERENCE
42%
58%
10 A.M. - 6 P.M.
6 P.M. -10P.M.
10 A.M. - 6 P.M. 42%
6 P.M. -10P.M. 58%
56
Analysis
The above pie chart shows that most of the people prefer to visit big bazaar in evening
time than that of the daytime. Only 42% of people tend to visit big bazaar during daytime
while 58% of people tend to visit big bazaar during evening time.
Interpretation
From the above analysis I interpret that evening time is the peak time for big bazaar and
daytime is the off peak time for big bazaar. There is more number of people found in big
bazaar during evening time than that of daytime. Probably more of products are being
sold during evening time in big bazaar than that of daytime. Big bazaar shall provide
some special offerings during daytime so that more people should come in during
daytime. It could offer some special kind of product in daytime, which will be not
available during evening time. In this way it will bring in more number of people during
day time for getting the special kind of products but along with that it will be able to sale
other products as people do a lot of impulse buying at big bazaar.
57
COMPARISON OF CUSTOMERS PURCHASING WITH PLANNED
LIST OF PRODUCTS AND PURCHASING PRODUCTS ON AN
UNPLANNED BASIS
PLANNED AND UNPLANNED BUYERS
80%
20%
Yes
No
Yes 80%
No 20%
58
Analysis
As shown in the graph out of my total respondents of 200, 80% of customers come to big
bazaar with a planned list of products. Only 20% of people come in to big bazaar without
any planned list of products to be purchased from big bazaar.
Interpretation
As per the data obtained from the customers of big bazaar I interpret that most of the
customers comes in to big bazaar with a planned list of products. Few customers come to
big bazaar without any planned list of products and purchases products depending on
their selection. These people basically come to the mall and hence get in to big bazaar.
Depending on the product category and brand and quality of products they purchases
goods. Some couples come to mall and go to food bazaar to have food together and to
have chit chat among them. The customer who comes with a planned list of products
purchases more products than that of the customers who comes without any planned list
of products. So big bazaar should provide more variety and essential goods so that more
number of people should come in with a planned list of products.
59
Brand preference of customers in big bazaar
Yes 10%
No 50%
Depends on category 40%
BRAND PREFERENCE
10%
50%
40%
Yes
No
Depends oncategory
60
Analysis
As seen in the above chart it is clearly known that only 10% of people come in to big
bazaar with a list of brands in advance. 50% of people completely deny that they don’t
prepare in list of brand in advance. 40% of people told that they prepare a list of brand
depending on the product category.
Interpretation
From this I interpret that customers don’t opt for much brand preference while
purchasing products in big bazaar. A few customers search for brands but depending on
the product category. Customers probably don’t decide for brands on products as there
are not much of known branded products available at big bazaar. On product categories
like grocery and clothes, big bazaar has many local branded products. Customers
purchase a lot of these as it’s cheap in price even though its quality is not so good. As
most of the customers belong to lower class and middle class people, they purchase those
local branded products as it gives them value for money. Different products of the same
category have different prices. Quality of products varies with the price. This enables
customization of products for various types of customers. Customers search for brands
mostly in apparel.
61
Comparison of brand preference on different product category
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
62
Analysis
This graph shows that cloths and grocery are the only two items on which customers
mostly prefer the brands that is 40% each. 33% brand preference is on gift items and 25%
is on electronic items. Brand preference on leather items is 2% and 12% on any other
item.
Interpretation
From this I interpret that some of the products brand are predecided in
advance and for some of the products customers don’t at all predecide any
brand. As per electronic goods are concerned customers predecide the brand
as many branded electronic products are available in big bazaar. The
customers predecides brands on cloths and grocery most as big bazaar
produces much of local brands and also have some well known branded
products of clothes with it like flying machine jeans.
63
Mode of payment of customers in big bazaar
Cash Payment 73%
Credit Card 21%
Debit Card
MODE OF PAYMENT
73%
21%
6%
Cash Payment
Credit Card
Debit Card
64
Analysis
As per my study is concerned, out of the total respondents 73% of people make cash
payment in big bazaar. 21% of them uses credit card as their mode of payment and 6% of
the people makes payment in big bazaar through their debit card.
Interpretation
As per the obtained data I interpret that maximum number of people makes cash payment
in big bazaar. A fraction of people uses their credit card for payment in big bazaar and a
very few people uses their debit card for payment. I can interpret that quick exchange of
money for goods is done in big bazaar as most of the people mode of payment is cash
payment. Hence some times big bazaar has to wait for a short time period as some of the
customers make their payment through credit and debit card.
65
Customers’ mode of transport to big bazaar
MODE OF TRANSPORT
10%
40%
50%
0%
Hired Vechle
Two-wheeler
Four-wheeler
Any Other
Hired Vehicle 10%
Two-wheeler 40%
Four-wheeler 50%
Any Other 0%
66
Analysis
Around 50% of the total respondent of 200 that is 100 people comes in to big bazaar with
their own four wheelers. The second majority of people consist of people riding two
wheeler and coming in to big bazaar. Only 10% of people of the total respondent visits
big bazaar on hired vehicles. None of the customers of the total respondent comes in any
other mode of transport.
Interpretation
From the above data I interpret that there are more number of four wheelers coming
found in big bazaar than that of two wheelers. People prefer more to go to big bazaar in
four wheelers than that of two wheelers. A few people are found who comes in to big
bazaar with a hire vehicle. Probably they might be the tourists.
67
Parking space availability in big bazaar
AVAILABILITY OF PARKING SPACE
45%
45%
10%
Less thanadequate
Adequate
More thanadequate
Less than adequate 45%
Adequate 45%
More than adequate 10%
68
Analysis
As it is shown in pie chart most of the people say big bazaar does not provide adequate
parking space. Equal number of people also says that adequate space is provided for
parking big bazaar. Only 10% of people say that more than adequate space is available
for parking in big bazaar.
Interpretation
Analyzing the above data, I interpret that customers are not satisfied with the parking
space availability provided by big bazaar. Hence it’s a threat for big bazaar as it may
loose its customers because of less parking space availability. Even though many
customers say adequate space is available for parking in big bazaar but also it is a threat
for big bazaar as it is seen more number of people are expected to come in to big bazaar.
In holidays probably it will be very difficult for customers to park their vehicle in big
bazaar.
69
Customers preference towards Kirana store
PREFERENCE TOWARDS KIRANA STORE
85%
15%
Yes
No
Yes 85%
No 15%
70
Analysis
Out of my total respondent of 200 customers, 85% of them says they go to their near by
kirana store and 15% said that they don’t at all go to any kirana store. This shows that
majority of people go to kirana store even though they visit big bazaar. But some
customers are there who never goes to any kirana store.
Interpretation
As per the given data I analyze that most number of people tend to purchase goods from
near by kirana store even if they come to big bazaar. I can conclude from this that a
kirana store is a competitor of big bazaar. Some customers never go for shopping in
kirana store as of it does not have much variety option available with it. Probably they are
more interested in having a shopping experience rather than to just go and purchase
goods from kirana store.
71
Comparison of Big bazaar with any Kirana store
Price Service Variety Quality Convenience Shopping Am.
Big bazaar 70 50 100 40 25 90 95Kirana store 30 50 0 60 75 10 5
70
50
100
4025
90 95
30
50
0
6075
10 50
20
40
60
80
100
120
Big bazaar
Kirana store
72
Analysis
The above graph shows the comparison of different factors between big bazaar and a
nearby kirana store. 70% of people say big bazaar provides goods at a cheaper price as
compared to that of a kirana store. 50% of people say big bazaar provides better service
and another 50% of them say kirana store provides better service. Each and every
customer that is 100% agrees that there are more variety of products available at big
bazaar than that of kirana store. As per quality of goods is concerned 60% of the
customer say kirana store provides better qualitative products while 40% of the customers
say big bazaar also provides qualitative products. 75% people say it is more convenient
for them to go to a kirana store while 25% of them say going to big bazaar is more
convenient for them. 90% of respondents said it is a good shopping experience at big
bazaar while 105 of them said that they also have a good shopping experience at kirana
store. As per ambienc
e is concerned 95% of customers said big bazaar provides much nice ambience than big
bazaar while 5% of them said that ambience provided by kirana store is also equivalent to
that of big bazaar.
Interpretation
I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a
threat for big bazaar as some of the attributes of a kirana store provides more satisfaction
to customers. Big bazaar should try to improve on each of its attributes and out compete
the kirana store so that it can convert the customers of kirana store to be the customers of
big bazaar.
73
SWOT ANALYSIS
74
SWOT Analysis of Big bazaar
A swot analysis is done to know the strengths, weaknesses, opportunities and threats of
any company. This analysis will explain about the strengths, weaknesses, opportunities
and threats of big bazaar.
Strengths of Big bazaar
Large variety option
Cheap price
Huge customer Base
Volume sales
Weaknesses of Big bazaar
Lacks in branded products
Low in product quality
Unable to provide enough parking space to its customers
Threats for Big bazaar
Opening up of other discounted stores like Vishal mega mart
Convenience of customers to near by kirana stores
Availability of products in other retail outlets
75
Opportunities for Big bazaar
To open up more and more number of big bazaars in different cities
of the country.
To grab the rural market
To bring in the customers of other retail outlet by dealing with
branded products.
Add more products to its product category
76
SUGGESTIONS
77
Suggestions
Big bazaar should provide large parking space for its customers so that they can
easily park their vehicles.
Big bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar.
It should make different cash counters for different customers. Cash counter and
credit card payment counter should be placed differently in order to reduce the
rush and save the customer’s time. This will be a kind of motivator for the
customers of big bazaar.
The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.
During the off peak hour’s big bazaar should provide some offers to its customers
so that people would be encouraged to come to big bazaar during off peak hours.
The customers who are present in the mall during the off peak hours of big bazaar
will definitely go in to big bazaar if surprise offers are made at that time.
Customer care department is needed to take proper care of customer complaints
and queries. The person sitting at the help desk of big bazaar should be able to
provide all necessary information to the customers whenever it is required.
The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to big bazaar during those days.
78
CONCLUSION
79
Conclusion
Big bazaar is a major shopping complex for today’s customers. It is a place where
customers find variety of products at a reasonable price. Big bazaar has a good reputation
of itself in the market. It has positioned itself in the market as a discounted store. It holds
a huge customer base. The majority of customers belong to middle class family. The
youth generation also likes shopping and moving around big bazaar. Volume sales
always take place in big bazaar. Impulse buying behavior of customers comes in to play
most of the times in big bazaar.
Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a discounted rate all through
the year. It holds a large customer base and it seemed from the study that the customers
are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities
of India, it seems that there is a vast growth of big bazaar lying as customers demand is
increasing for big bazaars.
Big bazaar is a hypermarket store where varieties of products are being sold on different
product category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one
roof. In Lucknow it is the middle class people who mostly do marketing from big bazaar.
Even most of the people do their monthly shopping from big bazaar.
People not only visit big bazaar to do shopping but also visit for outing purpose as it
provides a very nice ambience to its customers. As people go to malls they just tend to
move around big bazaar whether it is for shopping purpose or for outing purpose.
Grocery, apparels and food items are the products which are demanded most by the
customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in
providing enough parking space for its customers. This may discourage the customers to
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come to big bazaar and shop as they face difficulty in parking their vehicles. Even though
some customers say that they don’t feel problem in parking their vehicle, it is because of
the parking space available to them by the mall. As it is surveyed it seems that the biggest
competitors of big bazaar are the kirana stores and the discounted specialty stores like
Vishal mega mart, Lucknow bazaar etc.
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QUESTIONNAIRE
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Questionnaire
1. How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On a unplanned basis
2. Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
3. If yes then what are the other retail outlets do you intend to visit in a mall?
a) Garment Outlet
b) Footwear Outlet
c) Food Court
d) Entertainment
e) Gift Corner
f) Jewellery and Watches store
4. What is the purpose behind visiting Big Bazaar?
a) Shopping
b) Outing
c) Dating
5. What type of products do you mostly purchase in Big Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
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g) Any other Item
6. On an average how much amount of money do you spend in a visit to Big Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000
7. How much time do you spend in a visit to Big Bazaar?
a) Less than half an hour
b) Half an hour to 1 hour
c) 1 hour to 1 ½ hours
d) 1 ½ hours to 2 hours
e) More than 2 hours
8. Which days of the week do you prefer to visit Big Bazaar?
a) Week days
b) Weekends
9. Which time of the day do you mostly prefer to visit Big Bazaar?
a) 10am – 6pm
b) 6pm – 10pm
10. Do you go with a planned list of products to be purchased from Big Bazaar?
a) Yes b) No
11.Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes b) No
c) Depends on category
12. In which categories of products do you pre-decide the brands?
a) Cloths
b) Leather Items
c) Electronic Items
d) Grocery
e) Gift Items
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f) Any other Item
13. What is your mode of payment in Big Bazaar?
a) Cash payment b)Credit Card
14. What encourages you to visit Big Bazaar?
a. Price
b. Service
c. Ambience
d. Product Variety
e. Product Quality
f. Convenience
15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5
scale?
a. Very good
b. Good
c. Ok
d. Poor
e. Very poor
16. What is your convenience to Big Bazaar?
a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other
17. How is the parking space availability in Big Bazaar?
a) Less than adequate
b) Adequate
c) More than adequate
18. Do you go to Kirana store?
a) Yes b) No
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19. Compare your nearest Kirana store with Big Bazaar on the following parameters.
i. Price
ii. Service
iii. Variety
iv. Quality
v. Convenience
vi. Shopping Experience
………………………………………………………………………………..
1. Name: -
2. Age: -
3. Sex: -
4. Location/Address: -
5. Qualification: -
6. Profession: -
7. What’s your monthly income?
a) Below 10,000
b) 10,000 – 20,000
c) 20,000 – 40,000
d) 40,000 – 60,000
e) More than 60,000
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BIBLIOGRAPHY
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BIBLIOGRAPHY
BOOKS-
KNOOTZO’ DONNEL
“Essentials of management concepts”
PHILIP KOTLER
“Marketing Management”
C .R. KOTHARI
“Research Methodology”
WEBSITES-
www.big bazaar.com
www.google.com
REFERENCE-
Big bazaar outlet in Lucknow, Noida, Gazhiabad, Indralok, and Wazirpur.
MAGAZINE-
Business World
The Economic Times
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ANNEXURE
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Big bargains at Big Bazaar
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BIG BAZAAR, the retail store at Koramangala, has an exchange offer where
you can get rid any old item and get yourself a new one. The offer is
applicable to products like utensils, plastics, footwear, luggage accessores,
garments, toys, watches, glass, electronics items, and so on. Customers can
get their old household items valued. Big Bazaar says it offers better value
because old, broken utensils and plastics can be exchanged for as much as
Rs. 40 a kilo.
What is more, consumers need not exchange their old items for similar
items. They can bring in an old piece of luggage and walk off with a salwar
kameez instead. Similarly, old shoes and can exchanged for an electric rice
cooker.
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Sahara Mall Lucknow front
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