Consumer on in Big Bazzar Edited by Raj(Rj)

8/6/2019 Consumer on in Big Bazzar Edited by Raj(Rj)

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PROJECT REPORT

ON

CONSUMER SATISFACTION

AT

BIGBAZAR AT LB.NAGAR

SUBMITED IN PARTIAL FULFILLMENT OF THE REQUREMENT FORTHE 2nd SEMESTER MBA PROGRAMME

BY

Anjani and Nileema

Roll No

109R1E0002 & 109R1E0007

SCHOOL OF MANAGEMENT STUDIES

JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY

KUKATPALLY, HYDERABAD 500072

INTRODUCTI

ON:


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Retail Industries In

India

India has one of the largest numbers of retail outlets in the world. Of

the 12 million retail outlets present in the country, nearly 5 million sell

food and related products. Thought the market has been dominated by

unorganized players, the entry of domestic and international

organized players is set to change the scenario.

Organized retail segment has been growing at a blistering pace,

exceeding all previous estimates. According to a study by Deloitte

Haskins and Sells, organised retail has increased its share from 8 per

cent of total retail sales in

2007 to 10 per cent in 2008. The fastest growing segments have been

the wholesale cash and carry stores (150 per cent) followed by

supermarkets (100 per cent) and hypermarkets (75-80 per cent).

Further, it estimates the organised segment to account for 25 per

cent of the total sales by 2011.

India retail industry is the largest industry in India, with an

employment of around 8% and contributing to over 10% of the

country's GDP. Retail industry in India is expected to rise 25% yearly

being driven by strong income growth, changing lifestyles, and

favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worthUS$

175- 200 billion. India retail industry is one of the fastest growing

industries with revenue expected in 2008 to amount US$ 350 billion and

is increasing at a rate of 5% yearly. A further increase of 7-8% is

expected in the industry of retail in India by growth in consumerism in

urban areas, rising incomes, and a steep rise in rural consumption. It

has further been predicted that the retailing industry in India will

amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5


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billion.


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Shopping in India has witnessed a revolution with the change in the consumer buying

behaviour and the whole format of shopping also altering. Industry of retail in India

which has become modern can be seen from the fact that there are multi- stored malls,

huge shopping centres, and sprawling complexes which offer food, shopping, and

entertainment all under the same roof.

India retail industry is expanding itself most aggressively; as a result a great demand

for real estate is being created. Indian retailers preferred means of expansion is to

expand to other regions and to increase the number of their outlets in a city. It is

expected that by 2010, India may have 600 new shopping centres. India retail industry

is progressing well and for this to continue retailers as well as the Indian government

will have to make a combined effort.


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PROFILE OF BIG BAZZ AR

Big Bazaar is not just another hypermarket. It caters to every need of a family. Where

Big Bazaar scores over other stores is its value for money proposition for the Indian

customers. At Big Bazaar, one can get the best products at the best prices that is

what they guarantee. With the ever increasing array of private labels, it has opened the

doors into the world of fashion and general merchandise including home furnishings,

utensils, crockery, cutlery, sports goods and much more at prices that will surprise

you. And this is just the beginning. Big Bazaar plans to add much more to complete

the shopping experience. Food is the main shopped for category in this store.

Parent Company:-

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer market.

L INES O F BUSINESS OF THE AB O VE S T OR E : -

E-tailing

Food

Fashion

Home Solution General

Merchandise Leisure and

Entertainment Wellness and

Beauty Books and Music

Sampling :-

Sample Size 75 customers/cons umers

Sample Unit Consumers in the age group 18 to 50 yea rs


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Scope and Uses :

1. It will extend to the actual field study of these outlets in

Bangalo re.

2. It will give inf ormat ion to prospective cus tomers.

3. Help us gain independent knowledge about the con sumer

percept ion of the outlets identifie d.

4. The study can help the companies getadditional resea rch

informati on.

5. It facilit ates eval uation of brand nameand customer satisfact ion.


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10 | P a g e

FORM AT OF THE QUESTION NAIRE EMPLOYED:

Dear Cus tomer,

I am a stud ent of VGIH, conduct ing a study on the cus tomer

percept ion and Satisfactio n in retail outlet in LB.Nagar Big

Bazza r.Please fill in the fo llowing questionnai reto helpme in my

Survey .

NAME:.. OCCUPATION:

AGE: 18-28. 28-38. 38-48. 48-58.

GENDER: Male Female.

1) How often do you shop?

a) Once a week .b) Fortnightly. c) Once a month

2) Which of the following stores do youshop at?

Big Bazaar Shopp er's Stop Marks & Spencer

others (spec ify)


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3) What do you mos tly shop for at the mentioned stores?

a) Clothing. b) Acces sories. c) Groceries

Oth ers (speci fy)

4) Why do you prefer to shop in Big Bazaar at the above-

mentioned store ?

a) Yes. b) No.

5) Rank your prefe rences for shopping:

a) Proximity. b) Qua lity.

c) B rand. d) Price.

e) S tore Lay out. f) On e-stop shopping.

6) Does advertising and promotion influence your shopping

decisi ons?

a) Yes. b) No.

7) Which form of promotio ndo you think is most effective?

a) P rint. b) TV. c) Radio

Indicate your satisfaction level based on the following

Parameters for the foll owing stores:

Retail Outlet

Unsat isfied Satisfied

Highly

Satisfied

Not

Visited

Big Bazaar


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ANA L Y S IS AND INTERPRETATION:

The tools and methods ofdata collect ion identified earlier were employed to

gather data on the consumer p ercepti on on Big Bazaa r.The data accrued,

especia lly from the interviews and quest ionnai res circulate d, are tabulated

and depicted on graphs in the fol lowing pages. The data thus gathered and

tabulated is analyzed. The data is then scrutinized and relevant

interpretat ions are drawn.

The major object ives of analysis of data are:

1. To evaluate and enh ance dataquality

2. Examine effects of other relev ant fact ors

3. CUSTOMER SATISFACTION RATIO,

4. LEVEL OF SATISFACTION,

5. CAUSES OF DISATISFACTION,

6. CUSTOMER RESPONSES REGARDING SERVICES.


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The data collect ion plan, including proced ures, ins truments, and forms,

was designed and pre-tested to maximize acc urac y. All data collect ion

activities we re monito red to ensure adherence to the data collection

protocol and to prompt actions to minimize and resolve missing and

ques tionable dat a.Moni toring

procedu res were instituted at the outset and main tained

throughout the stud y, since the faster irregul arities can be detected;

the great erthe likelihood that they can be resolved in a satisfac tory

mann er and the soone r preven tive meas ures can be instit uted.

Age of the respondents

Age Total Perc e nt ag

e

18-28 37 49.33%

28-38 16 21.33%

38-48 8 10.67%

48-58 9 12.00%58-65 5 6.67%

75 100%

Age of Respondents


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Age ofRespondents

12.00%

10.67%

6.67%

49.33%

18-28

28-38

38-48

48-58

58-65

21.33%

From the tabl e, bar graph and pie chart depicted

abov e, the dis tributi on of the populat ion under study is

eviden t. Of the 75 respondents who answ ered the

quest ionnai re, 37 indicated that their ages fell in the

categ ory 18-28 years.

This accounts for 49.33% of the respondents .

Of the 75 respondents who answ ered the quest ionnai re, only

5 indicated that the ir ages fell in the category 58-65

year s. This accounts for 6.67% of the resp ondents who fall in

this age group. It is evident from the responses and the

subsequent tabulatio n tha t, on an averag e, the

respondents can be cate gorized in the foll owing descendi ng

order of age groups: 18-28, 28-38, 48-58,

38-48,


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15 | P a g e

and 58-

65.


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Interpretation :

Of the consumers approa ched, 75 people agreed to fill in the

quest ionnai reand this specific question. This question is aimed at

analyzing the dis tributi on of ages of the population that visit the stores

und er stud y. The age groups laid befo re the responde nt have been

the result of observation and intervie w. By analysing the resp onses to

this quest ion, I, as a resea rcher, as well as companie s, can ide ntify

the demo graphics of the population that visit retail outlets.

The highest number of respondents falls in the age group 18-28. It can

be deduced that most of the consumers who visit retail outlets

regul arly are the youth. They ma ke up almost half of the po pulatio n

who shop at reta il stores.

The rest of the populat ion who visit the retail outlets under study can

be listed in the following descending order of distribu tion the

worki ng age group, the older age group, the middle age group, and

sen ior citizens.

It is not surpris ing that the youth most frequent malls and retail stores.

What is unexpected, however , is the fact that morepeople who fall into

the older age group visit the retail stores than those who fall in the

middle age group. Then agai n, this dedu ction cannot be applied to

the enti re po pulatio n of Bangalo re. The disp arity can be at tributed

to the small size of the sample und er stud y.


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Q. 2) Gender of the respondents:

Gender Total Perc ent ag

e

Male 35 46.67%

Female 40 53.33%

75 100%


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No

ofRespondents

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Gender of Respondents

4140

40

39

38

37

3635

35

34

33

32

Male Female

Gender ofRespondents

Female

53.33%

Male

46.67

%


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18 | P a g e

Data Collected

Consumers were asked to indicate their gende r. The object of this

quest ion is to understan d the demographics of the po pulatio n und er

stud y.

Ana lysis

From the tabl e, bar graph and pie chart depicted abov e, the

dis tributi on of the consumers is evident. Of the 75 responden ts who

answ ered the quest ionnai re, 40 were female. This acc ounts for 53.33%

of the respondents , almost half of the population und erstud y.

Ofthe 75 respo ndents who answe red the questionnai re, the rest

35 we re male. This accounts for 46.67% of the population under stud y.

It is evident from the responses and the subsequent tabulatio n that

the number of female respo ndents was high er than that ofthe male

resp ondents in the populat ion under study. Interpretation


quest ionnai re and this specific question. This question is aimed at

identi fying the distribution be tween the two gend ers and how many

of them visit the retail stores under study. By analysing the responses

to this quest ion, I as ,a resea rcher, as well as

companie s, can ide ntify the distrib ution in the number of men and

women who


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19 | P a g

e

visit the retail outlets and appropriate decisions can be made

keeping these numbers in min d.

The highest number of respondents were female, as is depicted by the

graph and chart presented abov e. The number of male respondents

was less compa red to the female respondents .

Two deduct ions can be made from the above data collected:

on e,mo rewomen visit retail outlets than men. Two, morewomen are

willing to fill outquest ionn aires and takea survey than me n. This can

help the companies and rese archers in undertaking fut ure decisi ons

and studies. Since mo re women can be inf erred to visit retail

stores than men, companies can target their offerings and

mar keting strategies in two areas.Retail outlets c an appeal to the

women customers by offe ring more products gea red

especially towards wome n. They can provide a shopping

experience that women are particu larly at tracted to.

Another way that retail chains can use the above data is to appeal

to the men rathe r than the women. Since, fewer men visit retail stores

as against wome n, the companies have a large base of pote ntial

cus tomers. By providing products that are gea red towards men

and by providing a shopping experience that

attracts men, the retail cha ins can expand the ircus tomer base.


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20 | P a g e

Q. 3) How often do you sho p?

Frequency Total Perc ent ag

e

Once a week 14 18.67%

Fortnightl y 27 36.00%

Once a mon th 34 45.33%

75 100%


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Noo

fRespondents

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How often do you shop?

40

3534

3027

25

20

1514

10

5

0

Once a week Fortnightly Once a month

Frequency

Data collected

Consumers approached were asked their frequency in visits to

the shops. The frequency points furnished were: once a week,

fortnightly and once a month. These frequency points were

identified by observation and interview as the average times that

consumers shop.


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22 | P a g e

.Ana lysis


abov e, the frequency of shopping of the respo ndents is

eviden t. Of the 75 respondents who answ ered the

quest ionnai re, 34 indicated that they shopped once a

mont h. This accounts for 45.33% of the respondents ,

who visit shops including retail stores once a mo nth.

Of the 75 respo ndents who answe red the

questionnai re, 14 indicated that they

shopped once a wee k. This accounts for

18.67% of the respondents, who visit shops, malls or retail

stores once every week.

It is evident from the responses and the subsequent

tabulatio n tha t, on an ave rage,

the frequency of shopping among

the respondents can be listed in the foll owing

descen ding order: Once a month, Fortnightly, and Once a

week.


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e

Interpretation



und erstand ing how frequ ently consumers visit shops and buy their

products or avail of the ir services. The frequency points laid befo re the

respo ndent have been the result of obser vation and intervie w. By

analysing the respo nses to this question, I as a

,resea rcher, as well as companies, can identi fy the number oftimes

a customer is likely to shop in a mont hs time.

The highest responses have been attributed to once a mon th

shopping . It can be deduced that consumers who shop only once a

month look to buy groceries and other essentials to last them a mont h.

Therefore, retail outlets have tough customers in those who shop once

a mon th. Such cus tomers look to buy in bulk. Moreove r, such

customers may not be open to exp erimenting with new stores.

Hence, to captu re this mar ket, retail outlets must put in place

strategies that attract them. Once they profess a liking to a

cer tain store, they turn out to be very loya l

customers .

Consumers who shop once a week, on the oth er hand, pose very

diffe rent cha llenges to retail stores. Such cus tomers can be

presumed to have a high disposable income and may buy more lifestyle

or fashion products. Since they shop so frequently, they must continually

be entertained and at tracted to ma ke repe at purchases at stores.

When targeting this segment, companies must be able to get new

stock every week, and update their mar keting strategies continu ousl y.


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Q. 4) What do you mostly shop at Big Ba zzar ?

Detai ls Total Perc ent age

Clot hing 33 44.00%

Acces sories 12 16.00%

Groceries 25 33.33%

Others 3 4.00%

75 100%


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No

of

Respon

den

ts

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What do you mostly shopfor at theabove-

mentionedstore?

3 5 33

3 025

2 5

2 0

1 5 12

1 0

53

0

Cloth ing A cces sories Groce rie s Others

Items

Data Collected

Consumers approached we re asked to indicate the types ofproducts they mostly shopped for at the stores they had selected

earlie r. The types of products presented were Clothi ng,

Acces sories , Groceries and others. These products were identified by

observation and interview as the most popular products that

con sumers shop for frequentl y.


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Ana lysis


products frequently shopped for by consumers is eviden t. Of the

75 resp ondents who answ ered the quest ionnai re, 33 indicated that

they essentially shopped for clothing at the store they had indicated

earlier. This accounts for 44.00% of the respondents .

Of the 75 respondents who answ ered the quest ionnai re, only 3

indicated other products they frequently shop for at the stores

indicated earlier. This accounts for 4.00% of the respondents , who gave

imp ortance to products such as home furnishi ngs, book s, and kitchen

appl iances.


con sumers, on an average, frequently shop for products in the

following descending order: Clothing, Grocerie s, Access ories, and

Other s.


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e

Interpretation

Of the consumers approached, 75 people agreed to fill in the

quest ionnai reand this specific question. This question is aimed at

identi fying the products consumers shop for frequently at retail outlets.

The product categ ories laid bef ore the respondent are the resu lt of

observation and intervie w. By anal ysing the resp onses to this question,

we, the rese archer s, as well as companie s, can identi fy the main

attractions of products and services off ered.

The high number of responses indi cate that a large number of

con sumers visit retail ou tlets for clothes/d resses/ap parel.

Accou trement is the hottest sell ing item that any retail outlet can

provide. One- third of the respondents indicated that the visit retail

outlets to purchase grocerie s.

To the retail stores, the ab ove tabulated resp onses lead to a very

important result. Clothi ng is the fastest mov ing con sumer good. Retail

outlets that provide app arel can see a higher rate ofturnover and

sales volume.

Howev er, the above results cannot be assumed to berepresentative of the entire population of Bangalo re cit y. The sample

size consists of only 75 respondents , who were

approached on a random basis as they visited the retail outlets .


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No

ofR

espo

nd

en

ts

Q. 5) Why do you cho ose Big Bazzar ?

Factors Total Perc e nt ag

e

Quality 20 26.67%

Fashion 5 6.67%

Affordabili ty 10 13.33%

Variety 4 5.33%

All under one roof 10 13.33%

Brand name 11 14.67%

Service 4 5.33%Store atmosph ere 3 4.00%

Loyalty 5 6.67%

Proximity 3 4.00%

75 100%

Why do you shop at the above store?

25

2020

15

10

5

0

10

10

11

5 4

4

3 5

3

Factors


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Why do you shop at the above store?

StoreLoyalty, 6.67% Proxim ity, 4.00%

atmosphere,

4.00%

Service, 5.33%

Quality, 26.67%

Brand

na

me,

14 .67%

Fas hion, 6.67%

Allunde

ron

eroof,13.33%

Variety,5.33%

Affordabi

lity,

13.33%

Dat

aColl

ecte

d

Consumers app roached we re as ked an open-ended

question to indicate the reas ons they select a particu lar

store to shop at as aga inst any other retail outlet. The ir

responses wererecorded and a broad idea of the factors

that influence shopping and buying decisi ons was formed.


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A

n

a

l

ysi

s

The respo nses of the interviewees and consumers have

been broadly categ orised into 10 fact ors that they find

impact their shopping decisi on and result in their

choos ing one store over ano the r.

From the tabl e, bar graph and pie chart depictedabov e, the influenc ing factors are eviden t. The reas ons

include: Quality,


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Affordabili ty, All products und er one roof, Fashion, Loyalty,

Servic e, Variet y,Proximity, and Store atmos phere.

From the tabl e, graph and chart depicted ab ove, it is evident that

customers give value to a great ma ny number of fac tors when

deciding which store to shop at. It would be prudent on the part of the

compa ny to iden tify their strong and weak areas, which attract or

drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:

Detai ls Total Perc e nt ag

e

Quality 23 30.67%

Brand 11 14.67%

Price 16 21.33%

Store layo ut 6 8.00%

Proximity 5 6.67%

One-s top shop 14 18.66%

75 100%

Data collected

Consumers app roa ched we reas ked to rank their prefe rences on a scale

of 1 to 6 of their preferences when choosing to shop at particular

stores. The prefe rence points placed before them we re

Quality, Brand, Price, Store Layout, Proximity , One-stop shop.These prefe rence poin tswe reidentified by obs ervation and interview asthe most popular reas ons that beget the attraction ofcon sumers and actas inducements to shop at particular stores.


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ta Collected

Preferences forShopping

One-stopshop,

18.66%

Proxim

ity,

6.67%

St

orelayout,

8.00%

Quality, 30.67%

Brand, 14.67%

Price, 21.33%


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Ana lysis


prefe rence points ofcon sumers is eviden t.Of the 75 respondents who answ ered the quest ionnai re, 23 give first

imp ortance to quality when choosing which store to shop at. This

accounts for 30.67% of the respondents , who gave rank #1 to Qual ity .

Of the 75 respondents who answ ered the quest ionnai re, only 5 gave

first importa nce to proximity of the store when choosing wh ere to

shop at. This accounts for 6.67% of the respondents , who gave rank

#1 to Proximit y.


con sumers, on an average, rank the prefe rence points in the foll owing

descendi ng order of at tractio n: Quali ty, Price, and One- stop shop,

Brand, Store Layou t, and Proximit y.

Interpretation



und erstand ing what elements attract the consumer the most. The

prefe rence points laid bef ore the respondent have been the result of

observation and intervie w. By analysing the responses to this quest ion,

we, the resea rchers, as well as companies, can identi fy the biggest

fac tors that influence the consumers in favo uring one storeover other s.

The highest responses and the highest ranking have been

attributed to quality of the products on sale. When choosing to shop at

a particul ar store, or when favo uring one store over the


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oth ers, it is seen that most consumers ma ke this decision based on the

quality of the products on offe r.

The next criteria that influence the consumers in favouring a

particular store over oth ers are (in desc ending order) Price, One-

stop shop, Brand, Store layou t, and Proximit y.

Although it is said that the most important things in retail are

Location , locatio n, and locatio n, from the consumers point of view,

proximity is of little conc ern. The quality, price and variety of goods play

big roles in the decisi on making process.

Q. 7) Do advertisement and promotion influence your

shopping decision?


e

Yes 33 44.00%

No 42 56.00%

75 100%

Data Collected

Consumers app roached we re asked if adver tise ments and

promotional activities influence their shopping decisi ons. This

quest ion was answe red by 75 consumer s.Adv ertisements refer to those

that appe ar in any/all types of medi a. Promotional activities refer to

sales, coup on s,gifts, free products etc.


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35 | P a g e

Do advertisement and promotion influence yourshopping decision?

No56.00%

Yes

44.

00%

A

n

a

ly

s

i

s


abov e, the influence of advertisements and promot ions

on the psyche of con sumers is eviden t. Of the 75

respo ndents who answe red the quest ionnai re, 42 replied

that advertisements have little or no effect when

decidi ng wh ere to shop at. This accounts for 56.00% of the

respondent s, who indicated the choice No.

Of the 75 respo ndents who answe red the

questionnai re, 33 replied that advertisements

and promot ional activities do affect their decisi on when

favo uring one store over other s. This

accounts for 44.00% of the respo ndents, who indicated the


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36 | P a g e

choice

Y

e

s

.


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Interpretation



und erstand ing the effect of advertisements and promotional

activities on the psyche of the consumers. The object is also to anal yze

how far advertisements, promo tions and oth er mar keting stra tegies

have an impact on the shopping and buying behavio ur of consumers.

By ana lysing the respo nses to this quest ion, I as a , the resea rcher, as

well as companies, can identi fy the effect ofadvertising and mar keting

campa igns on the con sumers minds and how far advertisements

translate into sales.

From the tabulated data depicted above and responses of the

con sumers, it is evident that a slightly high er number of

respondents do not give much imp ortance to advert ise ments and

promotional act ivities. The number of resp ondents who indicated that

advertisements and promotional activities do have an impa ct on their

shopping decis ions was slightly lesse r.

This indicates that although most consumers are aware of the

adver tise ments and promotio nal campaig ns, a slightly higher

percen tage of con sumers are not swayed by the mar keting

strategies instituted by the companies.


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This is no t, however , to say that advertisements and promo tional

activities have no bearing on the minds of the con sumers at all. Theresponses only indi cate that advertisements serve to keep the brand

in reten tion alt hough they do not guarantee sales. The products sold

at the stores have the biggest impa ct on at tracting and reta ining

customers .


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Q. 8) Which form of advertisement do you think is most effective?


e

Print 28 37.33%

TV 40 53.33%

Radio 7 9.34%

75 100%

Consumers app roached we re as ked which form of advert ise ment they

thought was most effective. This ques tion was answe red by

75 consumers. The met hods of adv ertising were restricted to three

Television, Print and Radio. The options laid bef ore the respondents

were the result of observation and interview as being the most

popul ar which the consumers identi fy as means ofadver tising .

Ana lysis


effectiveness of the variou s modes of advertisin g on the psy che of

con sumers is eviden t. Of the 75 respo ndents who answe red the

question nai re, 40 indicated that the televisi on is the most effective

means of advertising for a store. This accounts for

53.33% of the respondents ,who indi cated the choice TV.


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Of the 75 respondents who answ ered the quest ionnai re, only 7

indicated that the radio is an effective means in advertisin g to the

consumers. This accounts for 9.34% of the respo ndents, who indicated

the choice Radio.

It is evident from the graph and chart presented above tha t, in the

min ds of the consumers, the effectiveness of the three kinds of media

are classified as fol lows (in the descendi ng order): Televisi on, Print,

and Radi o.

Interpretation

Of the consumers approached, 75 people agreed to fill in the


und erstand ing the effectiveness of the three means of

advertising. The object is also to analyze how far advertisements

broadcast through these media percolate into the minds of the

con sumers.

By analysing the resp onses to this question, we, the rese arche rs, as

well as companies, can identi fy the effectiveness ofadver tise ments through the media identified. This helps to

und erstand which media is more influential and attracts more

sales.


con sumers, it is evident that the majority of the respondents feel that

televisi on advertisin g is the mo st effective means of


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advertising. This is indi cative in spite of large number of

comme rcials that the public is bomba rded with.

The respondents give very little credit to radio advertisements. This is

indi cative of the fact that most of the public igno re radio

adver tise ments or else that radio advertising does not translate into

sale s.

Thus, it can be surmised that when advertising, more effective media

to reach the consumer and persuade them to buy are the televisi on

and print media, moreso than radioadvertisin g.

Q. 9) Indi cate your satisfaction level based on the given

parameters for the Big Ba zzar :

Stor

E

Unsat isfie

dSatisfied

Highly

Satisfied

Never

Visited Total

T

otal%

T

otal%

T

otal%

T

otal%

T

otal

%

Big

Bazz

ar

2026.67

%43

57.33

%10

13.33

%2

2.67

%75

1

00%

Data collected:

Conisfactionsumers asked about their approach and sat isfaction with the

three stores cove red in this study. This question was

answe red by 75 con sumers.

The satisfaction scale comprised of four ranks Unsatisfie d, Satisfie d,

High ly Satisfied and Never Visited.


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ta Collected

sumers approached we re asked about their sat isfac

41 | P a g e

Satisfaction level

Satisfaction Levelswith

BigBazaar

Highly

Satis

fied,

13.33%

Never

Visite

d,2.67%

Unsatisfied, 26.67%

Satisf ied, 57.33%

A

n

a

l

ys

i

s

From the tabl e, bar graph and pie chart

depicted above, satisfact ion levels with the

ab ove 75 respo ndents who answe red the quest ionnai re,

43 indicated a satisfactor y resp onse towards Big Bazaar,

and 2 had not visited the store.


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Inte

rpre

tatio

n

Of the consumers approa ched, 75 people agreed to fill

in the quest ionnai re and this specific question. This

question is aimed at und erstand ing the sat isfaction

levels of the consumers und er


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study Big Bazzar. The object is also to analyze how far the

mar keting stra tegies, brand imag e, advertisements, layout,

quality etc ., con tribute towa rds consumer perception and

satisfact ion.

By analysing the resp onses to this question, we, the rese arche rs, as well

as companies, can identi fy the effectiveness of

adver tise ment s, locatio n, brand, price, promot ion, product variety etc .,

on the target con sumers. This helps to und erstand the current

consumer percepti on about Big Bazzar and the

corresponding satisfaction level s.


con sumers, it is evident that a good number of target consumers are

satisfied with the stores at large. However, the re are those who are

unsatisfied or who have never visited the store at all. Such consumers

form the potential mar ket that the companies must strive to attract .

There are also quite a few resp ondents who were highly satisfied wi th the

reta il chains. It is imperative for the stores to find out why this is so.They can modi fy and apply the same at tracti ons towards the

consumers who are less satisfied.

The ab ove table and graph give a worms eye -view of thecon sumer perception about Big Bazzar. This can help the

mar keters under stand how effective the irstrategies have been.


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e

Ana lysis

From the pie chart depicted above, satisfaction levels wi th Big Bazaar

are evident. Of the 75 consumers who answe red this quest ion,

57.33% indicate that they aresatisfied with Big Bazaa r.

Of the 75 respondents , who indicated their satisfaction levels wi th Big

Baza ar, 26.67% indicated that they are unsatisfied with Big Bazaa r. Of

the total number of resp ondent s, 13.33% indicated that they

we re highly satisfied wi th Big Bazaa r. And 2.67%

indicated that they had not visited the store up to the date of filling in

this questio nnai re.

Interpretation :

Of the consumers approa ched, 75 agreed to fill in the

quest ionnai re and answer the above quest ion. The aim of this

quest ion is to underst and the level of satisfaction that consumers feel

wi th regards to the retail chain Big Bazaa r.

As is evid ent from the pie chart presented ab ove, a little more than

half of the respondent s indicated that they are satisfied with Big

Bazaa r, while almost on e-eighth indicated that they are high ly satisfied

with the store. However , almost one-fourth of the


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number of respo ndents indi cated that they we re unsatisfied with

Big Bazaa r.

This goes to show that alt hough Big Bazaar may have an overa ll

goodwill from the consumers, the re are still some things that they are

not doing righ t. Big Bazaar must identi fy exactly what the problem

areas are and must address themquickly and swiftly.

The above pie chart shows that almost 30% of the respo ndents fall into

the categ ory of potential cus tomers. Big Baza ar must take effective

steps to at tract these consumers.


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FINDINGS ANDSUGG ESTIONS

In the surveys, int ervi ews and study conducted ab ove, I came across

ma ny fact ors that influence the consumers percept ion ofa store and

their subsequent shopping and buyin g decisions. Here, I present the

findings gathered and the suggestions we offer to companies based

on the data ga thered and analyzed

Respo ndents were asked to choose am ong five age group

categ ories, viz., 18-2 8, 28-3 8, 38-48, 48-58 and 58-65 yea rs. The age

groups were iden tified as key factors impac ting shopping and purchase

decis ions of consumers. By analysing the responses to this question, I

as, a rese arche r, as well as companie s, can identi fy the

demographics of the po pulatio n that visit retailoutlets .

It is not surpris ing that the youth most frequent malls and retail stores.

What is unexpected, however , is the fact that more people who fall into

the older age group visit the retail stores than those who fall in the

middle age group. Then again, this deduction cannot be applied to the entire

population of Bangalore. The disparity can be attributed to the small size of the sample

under study.

Consumers were also asked to indicate their gender. The object of this question is to

understand the demographics of the population under study. By analysing theresponses to this question, we, the researchers, as well as companies, can identify the

distribution in the number of men and women who visit the retail outlets and

appropriate decisions can be made keeping these numbers in mind.


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The highest number of respondents were female, as is depicted by the graph and chart

presented above. The number of male respondents was less compared to the female

respondents.

Two deductions can be made from the above data collected: one, more women visit

retail outlets than men. Two, more women are willing to fill out

questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions and

studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail outlets

can appeal to the women customers by offering more products geared especially

towards women. They can provide a shopping experience that women are particularly

attracted to.

Another way that retail chains can use the above data is to appeal to the men rather than

the women. Since, fewer men visit retail stores as against women, the companies

have a large base of potential customers. By providing products that are geared towards

men and by providing a shopping experience that attracts men, the retail chains can

expand their customer base.

Consumers approached were asked about their frequency in visits to shops. The

frequency points furnished were: Once a week, Fortnightly, and Once a month. By

analysing the responses to this question, we, the researchers, as well as companies, can

identify the number of times a customer is likely to shop in a months time.

The highest responses have been attributed to once a month shopping. It can be

deduced that consumers who shop only once a month look to buy groceries and otheressentials to last them a month. Therefore, retail outlets have tough


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customers in those who shop once a month. Such customers look to buy in bulk.

Moreover, such customers may not be open to experimenting with new stores. Hence, to

capture this market, retail outlets must put in place strategies that attract them. Once

they profess a liking to a certain store, they turn out to be very loyal customers.

Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they shop so

frequently, they must continually be entertained and attracted to make repeat purchases

at stores. When targeting this segment, companies must be able to get new stock every

week, and update their marketing strategies continuously.

Consumers approached were asked which stores they shopped at frequently. The retail

store brands placed before them were Big Bazaar, Shoppers Stop, Marks & Spencer,

and others. By analysing the responses to this question, I as, a researcher, as well as

companies, can identify customer preferences among the varied choices of stores, and can

calculate how much market share they hold.

The highest number of responses has been attributed to Big Bazaar. Big Bazaar attracts

people of many income groups, and offers products that appeal to a wide array of

consumers.

The other stores can be ranked in descending order of preference or frequency of visits

as: Shoppers Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category Others was indicated by

more number of respondents than those who indicated they frequent Marks & Spencer.

This may be because Marks & Spencer targets only the elite classes in a city where a

higher percentage of the population belong to the middle income group.


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In analyzing the other stores that consumers frequent, outlets such as Westside, Monday

to Sunday, More, Central etc., featured. This indicates that more people frequent stores

that cater to the middle income group. This is not to say that Marks

& Spencer has no customer base. However, they may be unable to generate a high volume

of repeat sales.

Consumers approached were asked to indicate the types of products they mostly

shopped for at the stores they had selected earlier. The types of products presented were

Clothing, Accessories, Groceries and others. By analysing the responses to this question,

we, the researchers, as well as companies, can identify the main attractions of products

and services offered.

The high number of responses indicate that a large number of consumers visit retail

outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that any

retail outlet can provide. One-third of the respondents indicated that the visit retail

outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important result.

Clothing is the fastest moving consumer good. Retail outlets that provide apparel can see

a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the entire

population of Bangalore city. The sample size consists of only 75 respondents, who were

approached on a random basis as they visited the retail outlets. Consumers approached

were asked an open-ended question to indicate the reasons

they select a particular store to shop at as against any other retail outlet.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the biggest factors that influence the consumers infavouring one store over others, direct from the horses mouth.


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If set in descending order of influence as indicated by the consumers, the factors can be

listed as: Quality, Brand name, Affordability, All products under one roof, Fashion,

Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers give value

to a great many number of factors when deciding which store to shop at. It would be

prudent on the part of the company to identify their strong and weak areas, which

attract or drive away customers to/from their stores.

Consumers approached were asked to rank their preferences on a scale of 1 to 6 of their

preferences when choosing to shop at particular stores. The preference points placed

before them were Quality, Brand, Price, Store Layout, Proximity,

One-stop shop. By analysing the responses to this question, we, the researchers, as well

as companies, can identify the biggest factors that influence the consumers in favouring

one store over others.

The highest responses and the highest ranking have been attributed to quality of the

products on sale. When choosing to shop at a particular store, or when favouring

one store over the others, it is seen that most consumers make this decision based on

the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over others

are (in descending order) Price, One-stop shop, Brand, Store layout, and Proximity.

Although it is said that the most important things in retail are Location, location, and

location, from the consumers point of view, proximity is of little concern. The quality,

price and variety of goods play big roles in the decision making process.


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Consumers approached were asked if advertisements and promotional activities

influence their shopping decisions. By analysing the responses to this question, we, the

researchers, as well as companies, can identify the effect of advertising and marketing

campaigns on the consumers minds and how far advertisements translate into sales.

From the tabulated data depicted above and responses of the consumers, it is evident

that a slightly higher number of respondents do not give much importance to

advertisements and promotional activities. The number of respondents who indicated

that advertisements and promotional activities do have an impact on their shopping

decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements and

promotional campaigns, a slightly higher percentage of consumers are not swayed by the

marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities have no bearing

on the minds of the consumers at all. The responses only indicate that advertisements

serve to keep the brand in retention although they do not guarantee sales. The products

sold at the stores have the biggest impact on attracting and retaining customers.

Consumers approached were asked which form of advertisement they thought was most

effective. The methods of advertising were restricted to three Television, Print and

Radio. By analysing the responses to this question, I as, a the researcher, as well as

companies, can identify the effectiveness of advertisements through the media identified.


that the majority of the respondents feel that television advertising is the


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most effective means of advertising. This is indicative in spite of large number of

commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is indicative of the fact

that most of the public ignore radio advertisements or else that radio advertising does

not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach the

consumer and persuade them to buy are the television and print media, more so than

radio advertising.

Consumers approached were asked about their satisfaction covered in this study. The

satisfaction scale of Big Bazzar comprised of four ranks Unsatisfied,

Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far the

marketing strategies, brand image, advertisements, layout, quality etc., contribute

towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand, price,

promotion, product variety etc., on the target consumers. This helps to understand the

current consumer perception of the three stores identified and the

corresponding satisfaction levels.


that a good number of target consumers are satisfied with the stores at large. However,

there are those who are unsatisfied or who have never visited the store at all. Such

consumers form the potential market that the companies must strive to attract.


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e

There are also quite a few respondents who were highly satisfied with the retail chains.

It is imperative for the stores to find out why this is so. They can modify and apply the

same attractions towards the consumers who are less satisfied.

The above table and graph give a worms eye-view of the consumer perception of the

three stores. This can help the marketers understand how effective their strategies

have been.

A little more than half of the respondents indicated that they are satisfied with Big

Bazaar, while almost one-eighth indicated that they are highly satisfied with the store.

However, almost one-fourth of the number of respondents indicated that they were

unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill from the

consumers, there are still some things that they are not doing right. Big Bazaar must

identify exactly what the problem areas are and must address them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.


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R E COMMEND A TIONS AND CONCLUSION BIG

BAZAAR

Pros:

1. V ariet y : Big Baza ar offers a wide variety of products of

diffe rent prices and diffe rent qualities satis fying most of its

customers .

2. Qual it y : Providing quality at low prices and having diffe rent types

of products for diffe rent income customers is another adv antage.

3. Price: As noted the prices and offers in Big Bazaar have been one

of the main attractions and reasons for its po pulari ty. The price

ranges and the products offe red are very

satis fying to the customers.

4. Location: The location of Big Bazaar has been mainly in the

heart of the city or in the out ski rts giving a chance to both the

City and the people living outside the city to shop.

5. Advertis e m ents : Big bazaar has end orsed very popular figure

like M S Dhoni and other famous person alities which has

attracted a lot of customers. This has resulted in increase ofsale

and the outdo or advertising techniques have also

helped Big Bazaa r.


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6. Middle cla s s appeal : Considering the fact that there are a lot

middle cla ss families in Indi a, Big baza ar has had a huge

impact on the middle class sect ion of Ind ia, the prices, quality

and sales strategy has helped in getting the middle income

groups get ting attracted towards Big Bazaa r.

7. Attra c tive sal es: Big bazaar has been known for its great sale

and great offer s. Big bazaar has had long lines of people waiting

to get into the sto re for the sale. The refore, the sales that Big

Bazaar has had has increased sales in a huge way

due to the sales and offer s, thus this has been one of the

of the big bazzar.


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Di sadv antages :

1. Sto r e layou t : The store layout and the assortment of goods is not the

best at Big Bazaa r, as the quantity of goods sold is mo re the

arrangement and assor tment of goods in the store is the

greatest. Hence at times cus tomers find it hard to find what they

requi re,this lea dsto dissatisfaction of customers .

2. Lower qual ity o f good s: As Big bazaar aims more toward the

middle income group, the qua lity of goods is not of the highest

quality, and this is somet imes a dis advanta ge as some would

prefer better qua lity to the price, maki ng

customers to sea rch for diffe rent place s.

3. Do e s n o t appeal to t he elit e : As mentioned ab ove, the main

customers are middle income and a few high income groups, The

elite do not like to shop at Big Bazaar as the quality of goods is

lower and they would prefer a higher price and get a better

brand, this decreases sales from the elite class .

4. Not accla i m e d f o r ve ry good service : Big Baza ar is not known for

high class service. The staffrecruited is not very well trained and

the billing queues take a long time to move, this

irrita tes customers which ma kes them visit the store mo re

seldom

5. Lower q uali t y o f good s: As the sore is trying to concentrate on the

middle income group the type of products used is not of the

most sup erior quality and most of the times nor

branded, this may dissatis fycer tain customers

6. Cons u m e r satisfa ctio n: Long queues and lower quality leads to

dissati sfaction of customers. Due to factors mentioned

ab ove Big Bazaar shoppers are not always satisfied, this is not a

positive for the store.


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PHOTOS:


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Documents

Consumer on in Big Bazzar Edited by Raj(Rj)