CONSUMER BEHAVIOR STUDY ON BIG BAZAAR

OBJECTIVES

To understand the factors which influence customers to visit Big Bazaar.

To understand the customer opinion about product, services, and prices at Big Bazaar.

To ascertain the satisfaction level of customers of Big-Bazaar.

To know the customers expectation towards Big-Bazaar.

To find out the buying behavior of the customers coming in to Big Bazaar.

SCOPE OF STUDY

The scope of this research is to identify the buying behavior of customers of Big Bazaar

Vasant Kunj. This research is based on primary data and secondary data. Due to time

constraint only limited numbers of persons were contacted. This study only focuses on urban

buying behavior of customers because the research conducted in NCR area. The study does

not say anything about rural buying behavior of customer because rural norms/status/attitude

& acceptance of the rural customers differs with urban customers. The scope of research is

limited as we selected only one store. It provides help to further the research for organized

retail sector in NCR area.

LITERATURE REVIEW

Retail is India’s largest industry accounting for over 10 per cent of the country’s GDP and

eight per cent of the employment. The industry in India has emerged as one of the most

dynamic and fast paced ones with several players entering the market. Driven by changing

lifestyle’s, strong income growth, western influence and favorable change in demographic

patterns, Indian retail is expanding at a rapid pace.

Retail market essentially comprises:

Shopping centers: there is an increase in the number of shopping centers in both tier-I

and tier-II cities

Food retail

Kid’s retail

Agriculture and Floriculture

Electronics goods market.

“Retailing is a distinct, diverse and dynamic sector” . “It is an activity of enormous economic

significance to most developed nations”. It generates revenue and wealth for nation,

encourages investments and brings technological advancements.

Stated that “it brings employment and creates wealth of the economy.” “It is a vibrant part of

our changing society and a major source of employment” Retailing performs activities at

larger level so it requires massive manpower to handle and manage its operations. Retailing

also helps society in general by providing goods and services in reasonable price and

increasing their standards of living. “Retailing activity can be viewed as a significant

contributor to the economy in general”.

Retailing is the set of activities that markets products or services to final consumers for their

own personal or household use. It does this by organizing their availability on a relatively

large scale and supplying them to consumers on a relatively small scale.” Retailing makes

products and services available in large quantities. Retailers produce or order the

products/services in bulk so they can take advantage of economy of scale and thus they can

formulate competitive pricing strategies. Products and services are generally sold through the

store or on the internet.

The first decade of modern retail in India has been characterized by a shift from traditional

kirana shops to new formats including department stores, specialty stores hypermarkets, and

supermarkets and across a range of categories. Modern retail formats have mushroomed in

metros and mini-metros. In the last few years, modern retail has also established its presence

in the small cities, exposing residents to shopping options like never before. Some of these

stores are branded stores(exclusive showrooms either owned or franchised out by a

manufacturer) , specialty stores(greater choice to consumer, comparison between brands is

possible) , department stores/supermarkets (one stop shop catering to varied consumer needs)

, hyper-mart (low prices , vast choice available including services such as cafeterias.) ,

shopping malls (variety of shops available to each other ).

An overview on Retail Revolution in India

Retail in India is on a cusp of transformation. Organized retailing as a professional service-

oriented set-up, is a recent phenomenon in India but is growing at a tremendous pace with a

potential of creating over 2 million new (direct) jobs within the next six years, assuming an 8

to 10 per cent share of organized retailing in the total retail business.

The fast changing retail environment demands that professionals learn new skills, improve

their efficiency, learn to compete and think out of the box. As retailers work directly with

customers and there is need for good managerial talent to interpret and satisfy the needs and

desires of customers. All this requires an education that is intensive, comprehensive and

closely linked to the retail business world. The need is to have a program which has all the

inherent features of a business management program and includes experiential learning

throughout the program.

 

Market Trends, Challenges & Opportunities

1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving retail

growth. For eg, retail food sales dominate the total retail market in Brazil, accounting

for almost 54 percent of the total retail sales, while Russia is the fastest growing retail

food sales market in the world.

2. The prevalence of English as a language of communication to a very great extent

facilitates material sourcing and business communication. While India and Russia

pose no problems in this regard, Brazil and China present communication problems

for foreign companies.

3. The importance of governments that are quick on decision-making and passing liberal

trade laws cannot be emphasized enough. In China, for instance, being a non-

democratic country makes it easier for foreign investors to do business sans

bureaucratic red-tapism (in comparison to a democratic country like India), the

obvious reason being that the political establishment is not directly accountable to the

people.

4. Growing urbanization and metropolitan saturation is leading to the expansion of retail

formats and investment opportunities towards tier-II cities and rural hubs across all

four countries.

5. Continued economic reforms together with the growth of organised retail (especially

in the F&G segment) have led to growing rural incomes, triggering off far-reaching,

social impacts. The upcoming ‘Golden Quadrilateral' plan for roadways in India,

which is to connect the four cities of Delhi, Kolkata, Mumbai and Chennai, will have

massive economic and social repercussions on rural and semi-rural clusters along the

vast network.

Retail and India

India's imminent urbanization process has implications for demand for housing, urban

infrastructure, location of retail, and demand for consumer durables.

The on-stream infrastructure development will drive growth in the transportation sector,

spur demand for vehicles, increase real estate values along the “Golden Quadrilateral”

corridor, and potentially boost construction of suburban homes as people escape

congested cities. Plus, it will open up thousands of villages en route to a global audience

and effectively integrate them with the growing Indian economy.

• Growth of the Retail market, to a great extent, is the dependent on the size of the country's

consuming class and the rate of growth of GDP, especially disposable incomes.

• India is the world's second most populous country and its GDP growth is likely to surpass

that of China by 2015.

• It is estimated that India's GDP will surpass that of the US before 2050, to make it the

world's second largest economy.

• Reflecting on the robust growth in India's GDP, consumer expenditure (in current prices)

grew at a relatively high pace of nearly 10 percent per annum over the past two years.

• India's advantage lies in the fact that it has the largest young population in the world – over

890 million Indians are below 45 years of age. The median age for India is 25 years as

compared to 28 years for Brazil, 33 years for China and 38 years for Russia.

• There are more English speaking people in India than on the European continent.

BIG BAZAR

Big bazaar is the hypermarket discount store imitative of the company commissioned to

address the discount and bargain hunting tendencies of the Indian shopper. Big Bazaar chain

houses everything that one may need in house, under one roof, at the lowest prices. It sells all

items either branded or unbranded. This includes clothing, apparel, home textiles &

furnishing, white goods, provisions; etc. The merchandise will either be a part of Big Bazaar

goods or will be a part of the shop-in- shop. Big Bazaar, Pantaloon promises 'more for less',

addressing a wider range of product lines which are of interest to the mass market. The high

service levels, good ambience and implicit guarantees make shopping at Big Bazaar a worry-

free experience. Essentially this hypermarket concept is well on its way to changing the very

face of the Indian retailing industry.

Products available a Big Bazaar:

Apparel and Accessories for Men, Women and Children, Sarees, Linens,

Baby Accessories, Cosmetics, Crockery, Dress Materials Suiting & Shirting,

Electrical Accessories, Electronics, Footwear, Toys, Home Textiles, Home Needs,

Home Decor, Household Appliances, Household Plastics, Utensils & Utilities, Hardware,

Stationery, Luggage, Fruits and vegetables

“Isse sasta aur accha kahin nahi”

Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than

a hypermarket. Here, you will find over 170,000 products under one roof that cater to every

need of a family, making Big Bazaar India’s favorite shopping destination.

At Big Bazaar, you will get the best products at the best prices -- this is our guarantee. From

apparel to general merchandise like plastics, home furnishings, utensils, crockery, cutlery,

sports goods, car accessories, books and music, computer accessories and many, many more.

Big Bazaar is the destination where you get products available at prices lower than the MRP,

setting a new level of standard in price, convenience and quality.

If you are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar is the

place to be. Leveraging on the company’s inherent strength of fashion, Big Bazaar has

created a strong value-for-money proposition for its customers. This highlights the

uniqueness of Big Bazaar as compared to traditional hypermarkets, which principally revolve

around food, groceries and general merchandise.

Boasting of an impressive array of private labels, Big Bazaar is continually striving to

provide customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids wear,

sportswear or party wear, Big Bazaar fashions has it all!

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its

consumers, across the country, it’s success is a true testament to the emotional bonding it has

established with the Indian consumer, on account of its value offerings, asp rational appeal

and service levels. We believe Big Bazaar is a true pan-Indian model that can enter into most

towns in India and democratize shopping everywhere.

Affiliated companies (Partner Companies)

Pantaloon Industries limited

Pantaloon Industries Limited was incorporated in 1987 and its shares are listed on the

Bombay Stock Exchange. The main activities of PIL are to set up textile units and

manufacturing and marketing of fabrics and readymade garments.

Home Solutions Retail India Ltd.

Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home improvement

and consumer electronics retailing segment. It caters to home management requirements and

products, including furnishings and textiles, furniture, consumer electronics, home electronics

and home services. It operates retail formats like Home Town, Furniture Bazaar, Collection I,

E-Zone, Electronics Bazaar and Got It.

Future Capital Holdings

Future Capital is the financial arm of the group and is involved in asset management (both

private equity and real estate funds) with plans to get into other financial services including

insurance, credit and other consumer related financial services. It’s associate companies are

Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers Ltd., and Ambit

Investment Advisory Co. Ltd.

Coverge M retail (India) Ltd

ConvergeM Retail (India) Ltd., leads the group’s foray into the communication and IT

products segment. It operates formats like M-Port, MBazaar and Gen M.

Indus League Clothing Ltd.

The group owns a majority stake in Indus League Clothing Ltd., one of the leading apparel

manufacturers and marketers in India. Some of its leading brands include Indigo Nation,

Scullers, Urbana, Urban Yoga and Jealous.

Galaxy Entertainment Corporate Ltd.

The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates chains

like Bowling Company, Sports Bar and Brew Bar.

Joint Ventures Companies

Planet Retail Holdings Ltd.

The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports,

lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of brands

like Marks & Spencer, Guess, Debenhams and Puma in India.

Footmart retail

Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of

footwear products in India.

GJ Future Fashions

GJ Future Fashions is a joint venture with kid’s apparel manufacturer - Gini & Jony.

Capita Land Retail India

The group is a joint venture partner in CapitaLand Retail India, along with Singapore-based

CapitaLand Limited. The company provides retail management services to retail properties

owned or managed by various group companies and investment funds.

ETAM Future Fashions India Pvt. Ltd.

ETAM Future Fashions India Pvt. Ltd., is a joint venture with French-retailer, ETAM and the

group. The company is involved in manufacturing and distribution of women’s fashion and

lingerie products.

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample

of respondents who are representatives of a larger group. The information is recorded on a

form known as questionnaire. As data are gathered by asking questions from persons who are

believed to have desired information, the method is known as questionnaire technique.

TYPES OF RESEARCH

Exploratory research

Descriptive research

Data Collection

Data is collected from various customers through personal interaction. Specific questionnaire

is prepared for collecting data. Data is collected with mere interaction and formal discussion

with different respondents. Some other relevant information collected through secondary

data.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main purpose

of such studies in that of formulating a problem for more precise investigation or of

developing the working hypothesis forms an operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its association

with something else. In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.

Sampling Design:

Non Probability sampling- Convenience sampling

Sample Size: 100 Customers

Questionnaire

1. Are you aware about BIG BAZAAR?

Yes No

2. Where do you generally prefer to shop?

Big Bazaar Vishal Mart Grocery(kirana)shops Other……

3. How frequently do you visit Big Bazaar?

a) Weekly

b) Monthly

c) Quarterly

d) On unplanned basis

4. Apart from Big Bazaar do you visit any other retail outlet in a Mall?

a) Yes b) No

If yes then what are the other retail outlets you visit in a mall?

a) Garment Outlet

b) Footwear Outlet

c) Food Court

d) Entertainment

e) Gift Corner

f) Jewellery and Watches store

5. What is the purpose behind visiting Big Bazaar?

a) Shopping

b) Outing

c) Others

6. What type of products do you mostly purchase in Big Bazaar?

a) Clothes

b) Grocery

c) Food Item

d) Leather Item

e) Electronic Item

f) Gift Item

g) Any other Item

7. 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

8. 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

9.Which days of the week do you prefer to visit Big Bazaar?

a) Week days

b) Weekends

10. Which time of the day do you mostly prefer to visit Big Bazaar?

a) 10am – 1pm

b) 1pm - 3pm

c) 3pm-6pm

d) 6pm – 10pm

11. Do you go with a planned list of products to be purchased from Big Bazaar?

a) Yes b) No c) Some time

12. Do you prepare a list of brands in advance when you visit to Big Bazaar?

a) Yes b) No c) Depends on the category

13. In which categories of products do you pre-decide the brands?

a) Clothes

b) Leather Items

c) Electronic Items

d) Grocery

e) Gift Items

f) Any other Item

14. What is your mode of payment in Big Bazaar?

a) Cash payment b) Credit Card c) Debit Card

15. What encourages you to visit Big Bazaar?a) Price

b) Service

c) Ambience

d) Product Variety

e) Product Quality

f) Convenience

16. Which type of conveyance you prefer to reach Big Bazaar?

a) Hired vehicle

b) Two-wheeler

c) Four-wheeler

d) Any other

17. How is the parking space availability in Big Bazaar?

e) Less than adequate

f) Adequate

g) More than adequate

18. Do you go to a Kirana store to shop?

a) Yes b) No

19. Rate the following factors in accordance with the retail shops where you would like to buy? (On the scale of 1 – 5 where 1 being the highest and 5 is least)

Big Bazaar

Vishal More Kirana shops

others

1. Bulk purchase

2. Location

3. Offers

4. Credit Facility

5. Goodwill

6. Quality

7. Service

20. To what extent are you happy with Big Bazaar’s products/prices/ services ?

Parameters Highly Satisfied Satisfied Neithr satisfied nor dissatisfied

dissatisfied Highly dissatisfied

1. Products

2. Prices

3. Services

Rate satisfaction level regarding shopping at BIGBAZAAR

Highly Satisfied Neither satisfied dissatisfied Highly dissatisfied

Satisfied Not dissatisfied