a study on buying behavior of customers in big bazaar updates ver (1)

7/24/2019 A Study on Buying Behavior of Customers in Big Bazaar UPDATES VER (1)

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A Study on Buying Behavior of Customers in Big Bazaar


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CONTENTS

CHAPTER-I -!""

i# Introduction 2

ii# Objectives of the study 4

iii# Scope of the study 5

iv# Importance of study 6

v# Research Methodology !"

CHAPTER-II $-%%

Theoreti&a' (ers(e&tive #$!%%

&

CHAPTER-III %)-*+

i# 'ata collection %5!%6

ii# 'ata analysis and interpretations %!5

CHAPTER-I, *-!.

i# (indings of research !"

ii# Recommendations )!"$

iii# *onclusion "#!"2

CHAPTER-, !%-$/

0imitations of the study "4

ANNE12RE3S#

+uestionnaire

Bi4'iogra(hy


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0IST O5 6RAPHS 7 CHARTS

#, *ustomer s monthly income %"

2, *ustomers visit -ig -a.aar 4$

%, /part from -ig -a.aar visit retail outlet 4#

4, 0urpose behind visiting big ba.aar 42

5, 'emand for other retail outlets in a mall 4%

6, 0roducts mostly purchased by customers 45

, 1penditure pattern of customers coming 4

", 3ime spent by customers in shopping 4)

), *omparison of footfalls in eedays and eeends 5#

#$, *ustomers preference of timing to visit big ba.aar 5%

##, ist of products and purchasing products on a unplanned basis 55

#2, -rand preference of customers in big ba.aar 5

#%, *omparison of brand preference on different product category 5)

#4, Mode of payment of customers in big ba.aar 6#

#5, *omparison of factors hich encourages customers to come 6%

#6, Services of the sales personnel in -ig -a.aar 65

#, *ustomers7 mode of transport to big ba.aar 66

#", 0aring space availability in big ba.aar 6"

#), *ustomers preference toards 8irana store 6)

2$, *omparison of -ig ba.aar ith any 8irana store #

2#, *omparison of -ig ba.aar ith others Organi.ed retailers


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CHAPTER - I


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CHAPTER - I

8 INTRO92CTION

8. OB:ECTI,ES O5 ST29;

8%SCOPE O5 ST29;

8)I


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8 INTRO92CTION

/s customer7s tastes and preferences are changing& the maret scenario is also

changing from time to time, 3oday7s maret scenario is very different from that of the

maret scenario before #))$, 3here have been many factors responsible for the

changing maret scenario, It is the changing tastes and preference of customer hich

has bought in a change in the maret, Income level of the people has changed9 life

styles and social class of people have completely changed no than that of olden

days, 3here has been a shift in the maret demand in today7s orld, 3echnology is one

of the major factors hich is responsible for this paradigm shift in the mar, :e

generation people are no more dependent on haat maret and far off departmental

stores, 3oday e can see a ne era in maret ith the opening up of many

departmental stores& hyper maret& shopper7s stop& malls& branded retail outlets and

specialty stores, In today7s orld shopping is not any more tiresome or rather it7s a

pleasant outing phenomenon no,My study is based on a survey done on customers of

a hypermaret named big ba.aar, -ig ba.aar is a ne type of maret hich came into

eistence in India since #))4, It is a type of maret here various inds of products

are available under one roof, My study is on determining the customer7s buying

behavior of customer7s in big ba.aar and the satisfaction level of customers in big

ba.aar, My study ill find out the current status of big ba.aar and determine here it

stands in the current maret,

3his maret field survey ill help in noing the present customers tastes and

preferences, It ill help me in estimating the customer7s future needs& ants ;

demands,


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8. OB:ECTI,ES O5 THE ST29;

#, 3o find out the buying behavior of the customers coming in -ig -a.aar,

.8 3o determine the current status of -ig -a.aar,

%8 3o find out the customers response toards -ig -a.aar,

)8 3o study the satisfaction level of customers in different attributes of -ig -a.aar8

5.3o identify main competitors of -ig -a.aar,


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8. SCOPE O5 THE ST29;

3he scope of this research is to identify the buying behavior of customers of -ig

-a.aar, 3his research is based on primary data and secondary data, 'ue to time

constraint only limited number of persons contacted, 3his study only focuses on

urban buying behavior of customers because the research conducted in *oimbatore

area, 3he study does not say anything about rural buying behavior of customer

because rural norms


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8% I


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CHAPTER .

.8 RE,IE= O5 0ITRAT2RE

In this chapter provide a revie and synthesis of the literature9 it eplains the

consumer decision maing process ith the model hich is used as the research

frame or ,this eplains all the eternal and internal factors hich influence

consumer decision maing process, this chapter also includes literature for retail and

retailing industry ,this chapter chapter uses a consumer decision maing model to

eplain the consumer buying behavior in retailing industry in India, iterature revie

contents are lined ith research objectives of this research

One of the fundamental issues in customers preference is the ay

consumers develop adapt and use decision! maing strategies

=moon&2$$4>

*onsumer decision maing could be defined >as the behavior pattern

of consumer that precede& determine and follo on the decision

process for ac?uisition of need satisfying product& ideas or

services?='u plessis and -itta))%>

*onsumer decision maing has long been of great interest to

researchers, 1arly decision maing studies concentrated on purchase

action, =oudon and -itta>,

/ll these stimuli enter into buyer blac bo and depending upon the

influence of buyers characteristics& the buyer come up ith the

observable buyer response@ product choice& brand choice& dealer

choice, 0urchase timing and purchase amount =otler& 2$$)>,


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/ccording to otler =2$$)>>customerpreference is the study of ho

individuals buy& use and dispose of goods& services& ideas or eperience

to satisfy their ants?8

/ccording to otler =2$$)> >life style and social concept of consumer

influenced by their eternal influence result in the decision maing

process for the product based on need and desire?,

/ccording to belch and belch =2$$)> > describe this point in the

process as hen a customer maes her


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@

CHAPTER %


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CHAPTER %

%8 IN92SRIA0 PRO5I0E

RETAI0IN6

3he Indian consumer could ell be croned 8ing ith all economic indicators in the

right place, +ueuing up for the coronation ceremony are a multitude of global

companies that are looing at India as the net consumer maret poerhouse, /nd it

seems to be the retail sector that ill give the desi consumer royal status,

In this study I ill try to find out the present scenario of retail maret in India, 3his

project ill give focus on the global scene to retail industry and hat ill drive the

groth of industry in the future,

Retailing is the final step in the distribution of merchandise& the last lin in supply

chain B connecting the bul procedures of commodities to the final consumers,

Retailing in India is thoroughly unorgani.ed, 3here is no supply chain management

perspective, /ccording to a survey b y /3 8earney& an overhelming proportion of

the Rs, 4$$&$$$ crore retail maret is C:ORD/:IS1', In fact& only a Rs, 2$&$$$

crore segment of the maret is organi.ed,

(rom a si.e of only Rs,2$&$$$ crore& the ORD/:IS1' retail industry ill gro to

Rs, #6$&$$$ crore by 2$$5, 3he 3O3/ retail maret& hoever& as indicated above

ill gro 2$ per cent annually from Rs, 4$$&$$$ crore in 2$$$ to Rs, "$$&$$$ crore

by 2$$5

/ study by Mc8insey points out that IndiaEs maret for consumer goods can reach a

F45$ billion by 2$## ! maing it one of the five largest in the orld, (urther& 80MD

in a recent report titled G*onsumer Marets in India ! the net big thingHE has said@


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India represents an economic opportunity on a massive scale& both as a global base

and a domestic maret, 3he report& hoever& finds that the net leap in the groth of

the consumer maret ill be spearheaded by the changing dynamics of the retail

sector, *ompanies epect that the net cycle of change in Indian consumer marets

ill be the arrival of foreign players in consumer retailing, /lthough ('I remains

highly restricted in retailing& most companies believe that ill not be for long& says

'eepanar Sanala& 1ecutive 'irector and Jead ! *onsumer Marets& 80MD

India,

('I in retail has once again begun to appear imminent folloing 0rime Minister

Manmohan SinghEs recent intervie to Mc8insey& in hich he epressed confidence

that he ould be able to get the eft parties on board on the matter, 80MD is in fact

going ahead ith its plans to conduct a series of five roadshos in the CS and a fe

countries in 1urope to hold discussions about the opportunities in IndiaEs consumer

marets& especially in retail, /nd the numbers do lend credence to the enthusiasm,

3he 1conomist Intelligence Cnit =1IC> country briefing on India& 2$$5& estimates the

retail maret in India ill gro from F%)4 billion in 2$$5 to F6$",) billion in 2$$), In

fact& 80MD finds that the organised retail sector in India is epected to gro at a

higher rate than D'0 groth in the net five years& driven by changing lifestyles&

strong income groth and favourable demographic patterns, /ccording to 1IC& India

currently has more than five million retails outlets& out of hich )6 per cent are

smaller than 5$$ s?, ft, -ut this scenario is changing fast, 3he structure of retailing is

developing rapidly ith malls becoming increasingly common in large cities& and

development plans being projected at #5$ ne shopping malls by 2$$",


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EMERGING TRENDS IN ORGANIZED RETAILING

Over the last five years& a number of large business groups such as 3ata7s& R0D&

Raheja7s and 0iramal7s has set up stores


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3heme for a mall

/lthough the retail sector in India highly fragmented and consists predominantly of

small& independent& oner!managed shops& it happens to be the countryEs second

largest employer after agriculture, 3he country is currently itnessing a boom in

retailing& thans 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 no

entering the retail business directly or indirectly, One sign of the moderni.ation

of Indian retailing is the rapid groth in the number of speciality malls and theme

malls, 3he 0iramals& 3atas& Rahejas& I3*& S, 8umarEs& R0D 1nterprises& /erens&

Omae and mega retailers lie *rossords& ShopperEs Stop and 0antaloon have

taen the lead in organised retailing,


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E


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OR6AINSE9 RETAI0IN6

Organised retailing got a leg up during 2$$4 ith the opening of ne format stores&

rapid groth of eisting players& start!up of ne!generation shopping malls& the

DovernmentEs intention of alloing a certain level of foreign direct investment in

retail and the formation of a retailersE association, Kith consumer sentiment positive

during most of 2$$4& it led to substantial spending across a number of categories such

as consumer durables& clothing and lifestyle& automobiles and telecom products, /t

the beginning of this decade& organised retailing accounted for a mere F2,) billion in

India, 3his is only #,25 per cent of the estimated total retail maret, 3his share has

already gron to 2 per cent,Droth projections for retail business vary idely, Some

studies estimate that by 2$$& the share of organised retail in the retail pie ill jump

three times to reach 5!6 per cent,

Retail in India largest industry accounting for over #$ of the country D'0 and

around " of the employment, Retail industry in India is at the cross road, It has

emerged as one of the most dynamic and fast paced industries ith several player

entering the maret, 3he future is promising the maret is groing government

policies are becoming more favorable and emerging technology and facilitating

operations,


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Some ey facts retail in India largest industry accounting for over #$ of the country

D'0 and around " of the employment,

3he maret si.e of Indian retail industry is about CS F %#2 billion,

IN9IAN CONS2PTION COS


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3he companies leading formats include 0antaloons a chain of fashion

outlet& -ig ba.aar& uni?uely Indian hypermaret chain& food -a.aar a

supermaret chain blends he loo& touch and feel of Indian -a.aars

%8. CO

imited operates over #$&$$$&$$$ s?uare feet =)%$&$$$ m2> of retail

space& has over #&$$$ stores and employs over %$&$$$ people, Some of

its leading retail formats include 0antaloons& -ig -a.aar& *entral& (ood

-a.aar& Jome 3on& eNone& 'epot& (uture Money and online retail

format ,futureba.aar,com,(uture Droup companies includes&

(uture *apital Joldings& (uture Denerali India& Indus eague *lothing

and Dalay 1ntertainment hich manages Sports -ar& -re -ar and

-oling *o, (uture *apital Joldings& the group7s financial arm&

focuses on asset management and consumer credit, It manages assets

orth over F# billion that are being invested in developing retail real

estate and consumer!related brands and hotels, ith aspects of modern

retail lie choice convenience and ?uality and control a chain of


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seamless destination malls 3echnology& customers tastes and

preferences play a vital role in today7s generation, Research

Methodology is a set of various methods to be folloed to find out

various information7s regarding maret strata of different products,

Research Methodology is re?uired in every industry for ac?uiring

noledge of their products, (uture group& led its founder ; group

*1O Mr, 8ishore -iyani is one of India leading business house ith

multiple business spanning across the consumption space, Khile retail

firms the core business activity of future group& group subsidiaries are

present in consumer finance& capital& insurance& brand development ;

entertainment, 3he first set of -ig ba.aar store open in 2$$# in

8olata& Jyderabad and -angalore


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as made in the month of May,

$$)3he 0antaloon Shoppe B eclusive mensear store in franchisee format

launched across the nation, 3he company starts the distribution of branded

garments through multi!brand retail outlets across the nation,

$$+ohn Miller B(ormal shirt brand launched, $$*0antaloons B India7s family store launched in 8olata,

.//-ig -a.aar& PIs se sasta aur accha ahi nahin7 ! India7s first hypermaret

chain launched, .//.(ood -a.aar& the supermaret chain is launched,

.//)*entral B PShop& 1at& *elebrate in the Jeart of Our *ity7 ! India7s first

seamless mall is launched in -angalore, .//+(ashion Station ! the popular fashion chain is launched

.//(uture *apital Joldings& the company7s financial arm launches real

estate funds 8shitij and Jori.on and private e?uity fund In division, 0lans

forays into insurance and consumer credit, Multiple retail formats including

*ollection i& (urniture -a.aar& Shoe (actory& 1None& 'epot

and futureba.aar,com are launched across the nation, Droup enters into joint

venture agreements ith 13/M Droup and Denerali,

.//*! future group cross F# billion mar,

.//!! future group holding becomes the second group company to mae a

successful initial public offering in the Indian capital maret,


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CHAPTER )

CHAPTER )

)8REASEARCH


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#$$ *ustomers

4,6 'ata *ollection@ !

'ata is collected from various customers through personal interaction,

Specific ?uestionnaire is prepared for collecting data, 'ata is collected ith mere

interaction and formal discussion ith different respondents, Some other relevant

information collected through secondary data

)8* 3ools of /nalysis -

3he maret survey about the techni?ues of mareting and nature of

ependiture is carried out by personally interacting ith the potential customers in

)8*8-ig -a.aar,

)8*8.*hi!s?uare test

)8*8%Simple percentile method

Ran analysis


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CHAPTER-II

3heoretical 0erspective


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Theoreti&a' Pers(e&tive

Retai'ing

3he Indian consumer could ell be croned 8ing ith all economic indicators in the

right place, +ueuing up for the coronation ceremony are a multitude of global

companies that are looing at India as the net consumer maret poerhouse, /nd it

seems to be the retail sector that ill give the desi consumer royal status,

In this study I ill try to find out the present scenario of retail maret in India, 3his

project ill give focus on the global scene to retail industry and hat ill drive the

groth of industry in the future,

Retailing is the final step in the distribution of merchandise& the last lin in supply

chain B connecting the bul procedures of commodities to the final consumers,

Retailing in India is thoroughly unorgani.ed, 3here is no supply chain management

perspective, /ccording to a survey b y /3 8earney& an overhelming proportion of

the Rs, 4$$&$$$ crore retail maret is C:ORD/:IS1', In fact& only a Rs, 2$&$$$

crore segment of the maret is organi.ed,


27/111

(rom a si.e of only Rs,2$&$$$ crore& the ORD/:IS1' retail industry ill gro to

Rs, #6$&$$$ crore by 2$$5, 3he 3O3/ retail maret& hoever& as indicated above

ill gro 2$ per cent annually from Rs, 4$$&$$$ crore in 2$$$ to Rs, "$$&$$$ crore

by 2$$5

/ study by Mc8insey points out that IndiaEs maret for consumer goods can reach a

F45$ billion by 2$## ! maing it one of the five largest in the orld, (urther& 80MD

in a recent report titled G*onsumer Marets in India ! the net big thingHE has said@

India represents an economic opportunity on a massive scale& both as a global base

and a domestic maret, 3he report& hoever& finds that the net leap in the groth of

the consumer maret ill be spearheaded by the changing dynamics of the retail

sector, *ompanies epect that the net cycle of change in Indian consumer marets

ill be the arrival of foreign players in consumer retailing, /lthough ('I remains

highly restricted in retailing& most companies believe that ill not be for long& says

'eepanar Sanala& 1ecutive 'irector and Jead ! *onsumer Marets& 80MD

India,

('I in retail has once again begun to appear imminent folloing 0rime Minister

Manmohan SinghEs recent intervie to Mc8insey& in hich he epressed confidence

that he ould be able to get the eft parties on board on the matter, 80MD is in fact

going ahead ith its plans to conduct a series of five roadshos in the CS and a fe

countries in 1urope to hold discussions about the opportunities in IndiaEs consumer

marets& especially in retail, /nd the numbers do lend credence to the enthusiasm,

3he 1conomist Intelligence Cnit =1IC> country briefing on India& 2$$5& estimates the

retail maret in India ill gro from F%)4 billion in 2$$5 to F6$",) billion in 2$$), In


28/111

fact& 80MD finds that the organised retail sector in India is epected to gro at a

higher rate than D'0 groth in the net five years& driven by changing lifestyles&

strong income groth and favourable demographic patterns, /ccording to 1IC& India

currently has more than five million retails outlets& out of hich )6 per cent are

smaller than 5$$ s?, ft, -ut this scenario is changing fast, 3he structure of retailing is

developing rapidly ith malls becoming increasingly common in large cities& and

development plans being projected at #5$ ne shopping malls by 2$$",

Emerging trends in organized retailing

Over the last five years& a number of large business groups such as 3ata7s& R0D&

Raheja7s and 0iramal7s has set up stores


29/111

/lso& eisting family oned businesses are epanding their businesses, 3he more

successful of them are the :ilgiris ! a -angalore base food retailer& Lives ! a 4$!year

old *hennai based chain selling consumer durables and :arula7s ! the food chain in

:orth India,

Interestingly& manufacturers are also looing for forard integration and are building

chains around brands, -rands in apparel& footear and durables have driven the

groth of specialty chains and upgraded eisting multi!brand outlet,


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3heme for a mall

/lthough the retail sector in India highly fragmented and consists predominantly of

small& independent& oner!managed shops& it happens to be the countryEs second

largest employer after agriculture, 3he country is currently itnessing a boom in

retailing& thans 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 no

entering the retail business directly or indirectly, One sign of the moderni.ation

of Indian retailing is the rapid groth in the number of speciality malls and theme

malls, 3he 0iramals& 3atas& Rahejas& I3*& S, 8umarEs& R0D 1nterprises& /erens&

Omae and mega retailers lie *rossords& ShopperEs Stop and 0antaloon have

taen the lead in organised retailing,


31/111

Emergen&e of s(e&ia'ty retai'ing

3hough organised retailing is still at a nascent stage ! accounting for only around

to per cent of the F#"$ billion retail maret in India ! it is liely to touch #$ per

cent by the end of this decade, (our product categories have led the organised

retailing ave@ foods& apparel& lifestyle products& consumer durables and

electronics, In recent times& several theme malls such as Dold Sou =jeellery

malls>& Kedding Mall& 1lectronic Mall& /uto Mall& etc catering to specific needs

and occasions have been completed or announced,

Many top developers are no toying ith the idea of developing speciality malls,

Speciality malls are already a success in the Kest& hereas the concept is in its

infancy in India, One could venture so far as to say speciality and theme based

retailing ill drive the groth of organi.ed retailing in India,

OR6AINSE9 RETAI0IN6

Organised retailing got a leg up during 2$$4 ith the opening of ne format stores&

rapid groth of eisting players& start!up of ne!generation shopping malls& the

DovernmentEs intention of alloing a certain level of foreign direct investment in

retail and the formation of a retailersE association, Kith consumer sentiment positive

during most of 2$$4& it led to substantial spending across a number of categories such

as consumer durables& clothing and lifestyle& automobiles and telecom products, /t

the beginning of this decade& organised retailing accounted for a mere F2,) billion in

India, 3his is only #,25 per cent of the estimated total retail maret, 3his share has


32/111

already gron to 2 per cent,Droth projections for retail business vary idely, Some

studies estimate that by 2$$& the share of organised retail in the retail pie ill jump

three times to reach 5!6 per cent,

Retail in India largest industry accounting for over #$ of the country D'0 and

around " of the employment, Retail industry in India is at the cross road, It has

emerged as one of the most dynamic and fast paced industries ith several player

entering the maret, 3he future is promising the maret is groing government

policies are becoming more favorable and emerging technology and facilitating

operations,

Some ey facts retail in India largest industry accounting for over #$ of the country

D'0 and around " of the employment,

3he maret si.e of Indian retail industry is about CS F %#2 billion,


33/111

Indian &onsum(tion &osmos

'uring past decades private final consumption ependiture has been the ey driver

economic groth in India,

3he head?uartered in Mumbai the company operates over #2 million s?uare feet of

retail space as over one thousand stores across # cities in India and employees over

%5&$$$ people,

3he companies leading formats include 0antaloons a chain of fashion outlet& -ig

ba.aar& uni?uely Indian hypermaret chain& food -a.aar a supermaret chain blends

he loo& touch and feel of Indian -a.aars ith aspects of modern retail lie choice

convenience and ?uality and control a chain of seamless destination malls,


34/111

52T2RE 6RO2P

(uture group& led its founder ; group *1O Mr, 8ishore -iyani is one of India leading

business house ith multiple business spanning across the consumption space, Khile

retail firm the core business activity of future group& group subsidiaries are present in

consumer finance& capital& insurance& brand development ; entertainment, 3he first

set of -ig ba.aar store open in 2$$# in 8olata& Jyderabad and -angalore,

A 'ayout &hart of Big 4azaar 'o&ated at Indra'o

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35/111

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36/111

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9ESCRIPTION

HE0P 9ESDB /s you can see from the layout& the Jelp 'es is located in a place

here everyone has their first sight that is in front of the entrance, 3his shos that

hen a person enters in to big ba.aar it can get all information about the stores of big

ba.aar from the person sitting in the help des, Jelp 'es uses paging service as a

tool for the convenience of its employees and customers,

DI9S SECTION B 3he ids section is located just at the left corner of the

entrance of big ba.aar, In the id7s section id7s accessories lie diapers& trolleys&

sucers& ater bottles are available in one part, 8id7s jacets and baba suits are

available in another part, 8ids casual ear =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 lie si.e chart and section description, 3he

apparels are available at a price of Rs5) onards,


37/111

0A9IES SECTIONB :et to it is the ladies section that is in the etreme right

side, 3he ladies section is segregated in to seven parts, adies section starts from

ladies ethnics& ladies estern ear& ladies formals =office ear>& ladies accessories B

lingerie7s& ladies perfumeries& and ladies cosmetics respectively, Jere the price of the

apparel ranges from Rs)) to Rs#$$$ appro,

Promotiona' s&heme B Kith an add on to the above products there are various

other products hich are available ith a promotional scheme, 3he various products

under this scheme includes girl t!shirts& infant inter ear etc,

Non-Promotiona' s&hemeB 3here are various other products available ithout

any promotional scheme hich includes jeans& infant baba suits& infant t!shirts& ids

night ear& ids salar suits etc,

S(orts StoreB /t the etreme corner there is a sports store here various inds of

sport items are available,

5ood BazaarB 3he food ba.aar is in the # stfloor of the building, Larious inds of

food items& fruits and vegetables are available there, Sitting arrangements are ell

made so that people can sit and tae tea& coffee or snacs or any other food item and

can rela,

Cash CounterB 3he cash counter is located just near the eit


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BOAR9 O5 9IRECTORS


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/ccountants and past president of Indian merchant *hambers, Je is on the -oard of

several 0ublic imited *ompanies& including Indian 0etrochemicals *orporation td,&

/mbuja *ement 1astern td, etc, Je is on the -oard of *ompany since une #& #))),

td, and also

serves on the boards of 'eccan /viation& :agarjuna *onstruction& Kelspun India and

Indus eague *lothing td&


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Future Group

(uture Droup is one of the country7s leading business groups present in retail& asset

management& consumer finance& insurance& retail media& retail spaces and logistics,

(uture Droup is present in 6# cities and 65 rural locations, 3he group7s flagship

company& 0antaloon Retail =India> imited operates over #$&$$$&$$$ s?uare feet

=)%$&$$$ m2> of retail space& has over #&$$$ stores and employs over %$&$$$ people,

Some of its leading retail formats include 0antaloons& -ig -a.aar& *entral& (ood

-a.aar& Jome 3on& eNone& 'epot& (uture Money and online retail format

,futureba.aar,com,

(uture Droup companies includes& (uture *apital Joldings& (uture Denerali India&

Indus eague *lothing and Dalay 1ntertainment hich manages Sports -ar& -re

-ar and -oling *o, (uture *apital Joldings& the group7s financial arm& focuses on

asset management and consumer credit, It manages assets orth over F# billion that

are being invested in developing retail real estate and consumer!related brands and

hotels,

3he group7s joint venture partners include Italian insurance major Denerali& (rench

retailer 13/M group& CS!based stationary products retailer Staples Inc and C8!based

ee *ooper and India!based 3alalar7s& -lue (oods and iberty Shoes,

(uture Droup7s vision is to& A'eliver 1verything& 1veryhere& 1verytime to 1very

Indian *onsumer in the most profitable manner, 3he group considers PIndian!ness7 as

a core value and its corporate credo is ! Rerite rules& Retain values,


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6erman


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contents of high ?uality life in the modern society, *ustomers are seeing for material

deliverables as ell as perceptive enjoyment hen purchasing a service product,

Since perceptive enjoyment is a vital service objective& one of the ey service

management objectives shall be meeting customersE perceptive enjoyment,

OR6ANIATIONA0 CHART


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Big Bazaar Is se sasta aur a&ha ahin nahin


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-ig ba.aar is the company7s foray into the orld of hypermaret discount stores& the

first of its ind in India, 0rice and the ide array of products are the CS07s in -ig

-a.aar, *lose to to lah products are available under one roof at prices loer by 2 to

6$ per cent over the corresponding maret prices, 3he high ?uality of service& good

ambience& implicit guarantees and continuous discount programmes have helped in

changing the face of the Indian retailing industry, / leading foreign broing house

compared the rush at -ig -a.aar to that of a local suburban train,


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5ood Bazaar =ho'esa'e (ri&es

(ood -a.aar7s core concept is to create a blend of a typical Indian -a.aar and

International supermaret atmosphere ith the objective of giving the customer all the

advantages of +uality& Range and 0rice associated ith large format stores and also

the comfort to See& 3ouch and (eel the products, 3he company has recently launched

an aggressive private label programme ith its on brands of tea& salt& spices& pulses&

jams& etchups etc, Kith unbeatable prices and vast variety =there are 42 varieties of

rice on sale>& (ood -a.aar has proved to be a hit ith customers all over the country,

-ig -a.aar

-ig -a.aar is a chain of shopping malls in India& oned by the 0antaloon Droup and

hich or on Kal!Mart type economies of scale, 3hey have had considerable

success in many Indian cities and small tons, -ig -a.aar provides ?uality items but

at an affordable price, It is a very innovative idea and this hypermaret has almost

anything under one roof,/pparel& (ootear& 3oys& Jousehold /ppliances and more,

3he ambience and customer care adds on to the shopping eperience,


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Is Se Sasta Aur Accha Kahin Nahin !!

What's in store for you at Big Bazaar?

#&$&$$$ products at 6! 6$ discount,

/t -ig -a.aar& you ill get @ / ide range of products at 6 B 6$ loer than the

corresponding maret price& coupled ith an international shopping eperience,

If you deal in the categories mentioned there's a ig deal of

success for you.

roducts a"ailale in Big azaar

#ood Bazaar$score concept is to create a blend of a typical Indian -a.aar and

International supermaret atmosphere ith the objective of giving the customer all

/pparel and /ccessories for Men& Komen and *hildren,-aby /ccessories,

*osmetics

*rocery

'ress Materials Suiting ; Shirting

1lectrical /ccessories

1lectronics

(ootear

3oys

Jome 3etiles

Jome :eeds

Jousehold /ppliances

Jousehold 0lastics

Jardare

Jome 'ecor

uggage

inens

Sarees

Stationery

Ctensils ; Ctilities


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the advantages of +uality& Range and 0rice associated ith large format stores and

also the comfort to See& 3ouch and (eel the products,

'#%%& BAAA(' a division of 0antaloon Retail India td is a chain of large

supermarets ith a difference, It as flagged off in /prilE$2,Kith store si.es ranging

from "&$$$ s? ft to #5&$$$ s?, ft, in Mumbai =to stores>& 8olata& -angalore ;

Jyderabad& it is opening more stores at Durgaon ='elhi>& :e -ombay ; :agpur, It

currently caters to over #,2 million customers every day across 4 outlets in India and

is soon set to epand and double this figure across " outlets all over the country by

une 2$$%,

(ood -a.aar offers the Indian consumer the best of Kestern and Indian values, 3he

estern values of convenience& cleanliness and hygiene are offered through pre

paced commodities and the Indian values of See! 3ouch! (eel are offered through

the AMandi atmosphere created by displaying staples out in the open& all at very

economical and affordable prices ithout any compromise on ?uality, 3his satisfies

the Indian consumer and comforts her before maing her final buying decision, /t

other super marets& the consumer is deprived of this factor,

3ruly the Indian consumer no agrees ith (ood -a.aar@)A *har +halaana

,itna Aasaan-. 3his positioning platform of (ood -a.aar is evident from the

higher discounts and the holesale price!points hich is belo MR0,

(ood -a.aar represents the company7s entry into food retail and is

targeted across all classes of population, (ood -a.aar replicates a local Pmandi7& to

provide the much important Ptouch ; feel7 factor hich Indian houseives are used to

in the local ba.aar, (ood -a.aar has over 5$&$$$ stoc eeping units hich cover


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grocery& (M*D products& mil products& juices& tea& sugar& pulses& masalas& rice heat

etc& besides fruits and vegetables, /ll products are sold belo MR0 and discounts

range beteen 2 to 2$, (ruits and vegetables are sold at prices comparable to

holesale prices,


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CHAPTER -III

iii# 'ata collection

iv# 'ata analysis and interpretations


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9ata Co''e&tion

'ata can be classified under to categories depending upon the sources utili.ed,

3hese categories are&

i> 0rimary data ii> Secondary data

DATA COLLECTION

'ata is collected by using various methods, (or the purpose of fulfilling the objective

of study and for completing the Research project Report& both primary and secondary

data collected,

PRI as

selected there is 3enty in all, /ll ?uestions are small in si.e and arranged logically,

3he language is simple to understand,

Intervie

Information as also obtained by conversation ith *ustomers ,they ere

intervieed personally,

SECON9AR; 9ATA3he second information is taen from company document

available on ebsites

3he other related journals information and industry association7s sites have also been

vieed,


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SAMPLING DESIGN

In the bacdrop o f ob jec t ive se t & a sample s tudy conduc ted in

'elh i; :*R,

SA


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ANA0;SIS

I have done a maret field survey on big ba.aar, I have surveyed around %5$

respondents of 'elhi ; :*R ho come to visit big ba.aar, / specific ?uestionnaire is

prepared for the customers and data is obtained from them by moving around big

ba.aar and personally interacting ith them, 3he customers gave me valuable

information regarding their consumption pattern in big ba.aar, I collected all those

information and a proper analysis is done,

/ll the analysis and its interpretations are discussed belo, 1ach 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,


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Customer s month'y in&ome

Higher income Group 5%

Middle Income Group 50%

Lower Income Group 20%

o Income Group 25%

Ana'ysis3he above diagram shos the distribution of income level of customers

coming in to big ba.aar, /mong the %5$ respondents 5$ of customers are of middle

income level that is beteen Rs#$$$$ B 4$$$$ per month, east number of customers

visiting -ig ba.aar are the higher income level people =T Rs,6$$$$ pm> that constitute

only 5, 3he loer income level of people coming to big ba.aar constitutes of 2$,

25 of people belong to no income group hich mostly consists of students,

INCOME GROUP5

5%5

50%2

20%2

25%H Higher IncomeG

Group !" R#$0000&M

Middle IncomeGGroup !R#$ '0000-0000&L

Lower IncomeG

Group!R#$(0000-'0000&

o Income Group!) R#$(0000&


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Inter(retation -ig ba.aar is the hub of shopping for middle level income

group people because of its reasonable price on its each product category, 3he higher

level income group people don7t prefer to do shopping in big ba.aar as it doesn7t deal

ith branded products, 3he higher level income group people are very status

conscious and their psychology is such type that they don7t prefer much to visit big

ba.aar as it is a discounted store, 3he loer income group people come in to big

ba.aar as they get goods at a discounted price, Jence big ba.aar should include

branded products in its product category hich ill encourage higher income group

people to come in to big ba.aar, 0robably not much of loer income group people

come to big ba.aar as they don7t lie to have any shopping eperience rather they just

go for nearby store here they can get their necessity goods, 1ven they purchase

goods on a regular basis on a small ?uantity, So they don7t have much interest to come

to big ba.aar and do shopping,


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Customers visit Big Bazaar

Keely2*%

Monthly+'%

+uarterly2+%

On unplanned basis('%


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Inter(retation (rom this I interpret that in big ba.aar %4 customers visit

monthly& 2) customer visit eely 2% customers visit ?uarterly and #4

customers visit on planned basis & it means mostly customers visit eely and

monthly basis for purchase their re?uirements,

A(art from Big Bazaar visit retai' out'et

,e# '%

o +%


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Inter(retation (rom this I interpret that 64 customers of big ba.aar visit

other retail stores for their re?uirements and %6 customers of big ba.aar generally

do not visit other retail stores, It shos that customers satisfaction level is more in

big ba.aar,

Pur(ose 4ehind visiting 4ig 4azaar

hopping 0%.u/ing (0%o/h +0%

Ana'ysis Out of the %5$ respondents 6$ of respondents visit big ba.aar for

shopping& #$ for outing and %$ visit big ba.aar for both the purposes,


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Inter(retation (rom this I interpret that big ba.aar is purely a shopping

comple but it also facilitates a certain ind of ambience and decorum to the people

that they also visit it for the purpose of outing, 3he infrastructure and ambience of big

ba.aar is so that people even lie to go there even also they don7t have to purchase

anything, 0eople enjoy doing shopping in big ba.aar, 3his is very nice for it as often

customers,

9emand for other retai' out'ets in a ma''

Ana'ysis 3he above graph shos that 65 of people visit garment outlet in a

mall other than that of big ba.aar, %$ of people also prefer to visit food court in a

mall other than big ba.aar, 2$ of the people go to footear outlet in a mall other

G1rmen/ .u/le/ 5%

oo/we1r .u/le/ 20%ood Cour/ +0%

En/er/1inmen/ 20%

Gi3/ Corner (0%

4eweler# 1nd 1/che# /ore (0%


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than big ba.aar, 2$ of people also go to mall for entertainment purpose, Some

people that are #$ each also visit gift corner store and jeellery ; atches store in a

mall other than big ba.aar,

Inter(retation (rom this analysis I come to no that most of the people tend

to visit garment outlets in a mall other than big ba.aar as it has some eclusive

branded outlets, 0eople also go for footear stores as malls have branded footear

stores in it, 0eople go for atching movies to mall for entertainment, Qet a fe people

visits gift corners and jeellery stores in a mall, 3his is of course a threat for big

ba.aar that it is not able to attract customers from other retail outlets and retain them

ith it, -ig ba.aar 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 ith it, It can

include some of the eclusive branded outlets of cloths and jeellery in it in order to

attract the brand choosy customers,


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Produ&ts most'y (ur&hased 4y &ustomers in 4ig 4azaar

Clo/he# 0%Grocer6 70%

ood I/em 50%

Le1/her I/em 25%

Elec/ronic I/em (5%

Gi3/ I/em (0%

An6 o/her I/em (0%

Ana'ysis 3his chart clearly indicates that the demand for grocery that is $ is

highest by the customers folloed by clothes rated 6$, 3he net highest demand is

for food items that is 5$, 25 demand is for leather items in big ba.aar, 1lectronic

items holds #5 of demand and gift items and other items has a demand of only #$

by the customers of big ba.aar,

Inter(retation(rom this analysis I interpret that customers demand are high

for grocery and clothes folloed by food items in big ba.aar, 1lectronic items have a


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little demand by the customers, Dift 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 hich hold maimum number of customers, So big ba.aar should maintain

its lo pricing and product ?uality to eep hold of the customers and also it should

eep more ?ualitative products of gift and leather items so that people ould go for

more purchase of these items from it, -ig ba.aar 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 tae place,


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EJ(enditure (attern of &ustomers &oming in to 4ig 4azaar

elow R#$500 8#ingle 9i#i/ ((%500-(000 8#ingle 9i#i/ (%

(000-(500 8#ingle 9i#i/ 22%

(500-2000 8#ingle 9i#i/ 22%

More /h1n 2000 8#ingle 9i#i/ 2*%

Ana'ysisKe can clearly see from this graph that majority of the customers spend

a lot in big ba.aar that is 2) of people spend more than Rs2$$$ in a single visit to

big ba.aar, 1?ual number of people that is 22 of people each spend Rs #$$$!#5$$

and Rs #5$$!2$$$ respectively in a visit to big ba.aar,#6 of people spend Rs 5$$!

#$$$ and only ## of customers are there ho spends less than Rs5$$ in their visit to

big ba.aar,


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Inter(retation (rom this I interpret that most of the customers purchase goods

in bul hich leads them to spend a lot, Lolume sales are high in big ba.aar,

*ustomers tend to purchase more goods from big ba.aar as it provides goods at a

discounted rate, 0robably those persons ho spend more in a visit to big ba.aar are

purchasing on a monthly basis, 3hose customers ho are spending very less money

that is belo Rs 5$$ are mostly coming in just to move around big ba.aar and spend

time, In the process they used to spend money on food items and also purchase some

products hile roaming in it, Impulse buying behavior of customers comes in to play

to a large etent, More discounts shall be provided to people ho does bul purchase,

3his ill encourage people to purchase more products,


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Time s(ent 4y &ustomers in sho((ing in 4ig 4azaar

Le## /h1n h1l3 1n hour (0%

H1l3 1n hour /o ( hour (5%

( hour /o ( (82 hour# +5%

( (82 hour# /o 2 hour# 22%

More /h1n 2 hour# (:%

Ana'ysis0eople spend a lot of time in shopping in big ba.aar, Majority of the

respondents =%5> said that they spend at least # hour to # U hours in big ba.aar, 22

respondents also said that they spend # U hours to 2 hours in their visit to big ba.aar,

Only #$ of people said that they spend very little time that is less than half an hour

in big ba.aar,


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Inter(retation /s per the given data I interpret that customers are very product

choosy no a days and that7s hy they spend a lot of time in shopping in big ba.aar,

0robably customers might even be spending more time in big ba.aar as it provides a

very nice ambience and atmosphere for the people to shop in, Jence those persons

ho spend half an hour or less than half an hour in big ba.aar are those persons ho

just come to purchase limited products and come only because of lo pricing of

products, 0eople also spend much time in it but purchase very fe goods, 3he sales

personnel should focus on the people ho tae long time in shopping and purchases a

lot and provide special ind of service to them as they are the major customers,


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Com(arison of footfa''s in eedays and eeends

Ana'ysis3he above graph shos that more number of people comes to big ba.aar

in eeends than that of ee days ,4$ of people visits big ba.aar in eedays

here as 6$ of people visit big ba.aar in eeends,

Inter(retation I can clearly interpret from this that most of the people tend to

visit big ba.aar in eeends rather than that of ee days, 3here are more footfalls in

big ba.aar in eeends than that of ee days, 3hough there is not much difference

as 4$ of people visit big ba.aar in ee days hence in eeends the footfall

increases by #$, /s people come more in eeends& so big ba.aar should eep it

open for more time in ee ends, 3he infrastructure can be changed a bit in ee

ends so that customers can see more products clearly and can move around

ee;# d16# '0%

ee;end# 0%


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comfortably, In order to bring in more number of customers in ee days big ba.aar

should provide some schemes in ee days hich ill encourage people to come in

to it in ee days also, Jence the crod is more in eeends and big ba.aar should

avail more paring spaces for its customers in eeends, It can mae some temporary

arrangement for paring every eeend, It should not spend much money in

advertising and displaying of products in eedays rather it should advertise and

display products more in eeends as more number of people comes in eeends,


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Customers (referen&e of timing to visit 4ig 4azaar

(0 A$M - ( P$M :%

( P$M < + P$M (7%

+ P$M < P$M +5%

P$M < (0 P$M '0%


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Ana'ysis3he above pie chart shos that most of the people prefer to visit big

ba.aar in evening time than that of the day time, Only 25 of people tend to visit big

ba.aar during day time hile 5 of people tend to visit big ba.aar during after noon

time,


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Inter(retation (rom the above analysis I interpret that evening time is the pea

time for big ba.aar and day time is the off pea time for big ba.aar, 3here is more

number of people found in big ba.aar during evening time than that of day time,

0robably more of products are being sold during evening time in big ba.aar than that

of day time, -ig ba.aar shall provide some special offerings during day time so that

more people should come in during day time, It could offer some special ind of

product in daytime hich ill be not available during evening time, In this ay it ill

bring in more number of people during day time for getting the special ind of

products but along ith that it ill be able to sale other products as people do a lot of

impulse buying at big ba.aar,


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Com(arison of &ustomers (ur&hasing ith ('anned 'ist of

(rodu&ts and (ur&hasing (rodu&ts on un('anned 4asis

E9er (0%

Ana'ysis/s shon in the graph out of my total respondents of %5$& 5$ of

customers come to big ba.aar ith a planned list of products, 4$ of people come in

to big ba.aar ithout any planned list of products to be purchased from big ba.aar,

,e# 50%

o '0%


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Inter(retation /s per the data obtained from the customers of big ba.aar I

interpret that most of the customers comes in to big ba.aar ith a planned list of

products, (e customers come to big ba.aar ithout any planned list of products and

purchases products depending on their selection, 3hese people basically come to the

mall and hence get in to big ba.aar, 'epending on the product category and brand and

?uality of products they purchases goods, Some couples come to mall and go to food

ba.aar to have food together and to have chit chat among them, 3he customer ho

comes ith a planned list of products purchases more products than that of the

customers ho comes ithout any planned list of products, So big ba.aar should

provide more variety and essential goods so that more number of people should come

in ith a planned list of products,


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Brand (referen&e of &ustomers in 4ig 4azaar

,e# (0%

o 50%

=epend# on c1/egor6 '0%

Ana'ysis/s seen in the above chart it is clearly non that only #$ of people

come in to big ba.aar ith a list of brands in advance, 5$ of people completely deny

that they don7t prepare in list of brand in advance, 4$ of people told that they

prepare a list of brand depending on the product category,

Inter(retation(rom this I interpret that customers don7t opt for much brand

preference hile purchasing products in big ba.aar, / fe customers search for

brands but depending on the product category, *ustomers probably don7t decide for

brands on products as there are not much of non branded products available at big

ba.aar, On product categories lie grocery and clothes& big ba.aar has many local

branded products, *ustomers purchase a lot of these as its cheap in price even though

its ?uality is not so good, /s most of the customers belong to loer class and middle


76/111

class people& they purchase those local branded products as it gives them value for

money, 'ifferent products of the same category have different prices, +uality of

products varies ith the price, 3his enables customi.ation of products for various

types of customers, *ustomers search for brands mostly in apparel section, Some

customers also pre decides the brand on the local manufactured grocery and food

products of big ba.aar, -ig ba.aar should include more of the branded products in its

each category so that customers have more options to choose among the brands, 3his

ill bring in more number of people to big ba.aar hich ill definitely increase the

sales,

Com(arison of 4rand (referen&e on different (rodu&t &ategory


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Ana'ysis3his graph shos that cloths and grocery are the only to items on

hich customers mostly prefer the brands that is 4$ each, %% brand preference is

on gift items and 25 is on electronic items, -rand preference on leather items is 2

and #2 on any other item,

Cloths 40%

Grocery 40%

Gift Items 33%

Electroic Items !"%

Le#ther Items !%

Ay Other Item $!%


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Inter(retation (rom this I interpret that some of the products brand are pre

decided in advance and for some of the products customers don7t at all pre decide any

brand, /s per electronic goods are concerned customers pre decide the brand as many

branded electronic products are available in big ba.aar, 3he customers pre decides

brands on cloths and grocery most as big ba.aar produces much of local brands and

also have some ell non branded products of clothes ith it lie flying machine

jeans,


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i/ C1rd 2%


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Ana'ysis/s per my study is concerned& out of the total respondents 55 of

people mae cash payment in big ba.aar, #) of them uses credit card as their mode

of payment and 26 of the people maes payment in big ba.aar through their debit

card,

Inter(retation /s per the obtained data I interpret that more number of people

maes cash payment in big ba.aar, / fraction of people uses their credit card for

payment in big ba.aar and a very fe people uses their debit card for payment, I can

interpret that ?uic echange of money for goods is done in big ba.aar as most of the

people mode of payment is cash payment, Jence sometimes big ba.aar has to ait for

a short time period as some of the customers mae their payment through credit and

debit card,


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Com(arison of fa&tors hi&h en&ourages &ustomers to &ome in to 4ig

4azaar

Price 0%

er9ice '0%

Am>ience 50%

Produc/ ?1rie/6 5%

Produc/ @u1li/6 20%

Con9enience +5%


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Ana'ysis 0eople are mostly encouraged to come to big ba.aar because of its

cheap price and availability of variety of products, /round 65 of the total

respondent said they are mostly encouraged to come to big ba.aar as it has variety

options, 1ven most of the customers said that they get goods there in a discounted

price and so they come in to it, Many customers also said that they feel good about the

service and ambience provided by big ba.aar, /round %5 of customers also said that

convenience is also another factor hich leads them to come to big ba.aar, 0roduct

?uality is rated at very lo that is only 2$ hich encourages the customers to come

to big ba.aar,

Inter(retation(rom this analysis I interpret that big ba.aar is a ell non for

its variety options, 0eople mostly come to big ba.aar as they get various inds of

products under one roof, It is also clearly non that big ba.aar sales its goods at a

discounted price as compared to the maret, 1ven it provides a good service and


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ambience to its customers hich encourages them to visit big ba.aar more and more

times, I can also interpret from this that big ba.aar has located itself in a good place

from here it is able to attract customers, /s a hypermaret hich is to be located far

off the city& big ba.aar has located itself in a good place from here it is convenient

for people to visit big ba.aar, -ig ba.aar should try and produce more ?ualitative

products so that customers can get more satisfaction and ould never thin of not

doing shopping in big ba.aar,

Servi&es of the sa'es (ersonne' in Big Bazaar

Lery good #

Dood 2)

O %6

0oor #%

Lery poor 5


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Inter(retation (rom this I interpret that %6 customers reali.e service of sale

personnel in -ig -a.aar is O8& 2) reali.e good& # reali.e Lery Dood& #%

reali.e 0oor and 5 customers is very dissatisfied ith sales personnel7s in -ig

-a.aar,

CustomersG mode of trans(ort to 4ig 4azaar

Hired ?ehicle (0%

Two-wheeler '0%

our-wheeler +5%

An6 ./her (5%


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Ana'ysis/round 4$ of the total respondent of comes in to big ba.aar ith their

on to heelers, 3he second majority of people consist of people riding four

heeler and coming in to big ba.aar, Only #5 of people of the total respondent

visits big ba.aar on hired vehicles, #$ customers of the total respondent comes in

any other mode of transport,

Inter(retation (rom the above data I interpret that there are more number of

four heelers coming found in big ba.aar than that of to heelers, 0eople prefer

more to go to big ba.aar in four heelers than that of to heelers, / fe people are

found ho comes in to big ba.aar ith a hire vehicle, 0robably they might be the

tourists,


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Paring s(a&e avai'a4i'ity in 4ig 4azaar

Le## /h1n 1deu1/e '5%

Adeu1/e '5%

More /h1n 1deu1/e (0%


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Ana'ysis/s it is shon in pie chart most of the people say big ba.aar does not

provide ade?uate paring space, 1?ual number of people also says that ade?uate

space is provided for paring big ba.aar, Only #$ of people say that more than

ade?uate space is available for paring in big ba.aar,

Inter(retation /naly.ing the above data& I interpret that customers are not

satisfied ith the paring space availability provided by big ba.aar, Jence it7s a threat

for big ba.aar as it may loose its customers because of less paring space availability,

1ven though many customers say ade?uate space is available for paring in big

ba.aar but also it is a threat for big ba.aar as it is seen more number of people are

epected to come in to big ba.aar, In holidays probably it ill be very difficult for

customers to par their vehicle in big ba.aar,

Customers (referen&e toards Dirana store


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Ana'ysisOut of my total respondent of %5$ customers& 65 of them says they go

to their nearby irana store and %5 said that they don7t at all go to any irana store,

,e# 5%

o +5%


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3his shos that majority of people go to irana store even though they visit big

ba.aar, -ut some customers are there ho never goes to any irana store,

Inter(retation /s per the given data I analy.e that most number of people tend

to purchase goods from nearby irana store even if they come to big ba.aar, I can

conclude from this that a irana store is a competitor of big ba.aar, Some customers

never go for shopping in irana store as of it does not have much variety option

available ith it, 0robably they are more interested in having a shopping eperience

rather than to just go and purchase goods from irana store,


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Com(arison of Big 4azaar ith any Dirana store

Price Serice riety '(#lity Coeiece

Sho))i*

E+)eriece Am,iece

-i* ,#.##r 70% 50% (00% '0% 25% *0% *5%

/ir## store +0% 50% 0% 0% 75% (0% 5%


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Ana'ysis3he above graph shos the comparison of different factors beteen big

ba.aar and a nearby irana store, $ of people say big ba.aar provides goods at a

cheaper price as compared to that of a irana store, 5$ of people say big ba.aar

provides better service and another 5$ of them say irana store provides better

service, 1ach and every customer that is #$$ agrees that there are more variety of

products available at big ba.aar than that of irana store, /s per ?uality of goods is

concerned 6$ of the customer say irana store provides better ?ualitative products


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hile 4$ of the customers say big ba.aar also provides ?ualitative products, 5

people say it is more convenient for them to go to a irana store hile 25 of them

say going to big ba.aar is more convenient for them, )$ of respondents said it is a

good shopping eperience at big ba.aar hile #$5 of them said that they also have a

good shopping eperience at irana store, /s per ambience is concerned )5 of

customers said big ba.aar provides much nice ambience than big ba.aar hile 5 of

them said that ambience provided by irana store is also e?uivalent to that of big

ba.aar,

Inter(retationI interpreted from this that a irana store is one of the competitor

of big ba.aar, It is a threat for big ba.aar as some of the attributes of a irana store

provides more satisfaction to customers, -ig ba.aar should try to improve on each of

its attributes and out compete the irana store so that it can convert the customers of

irana store to be the customers of big ba.aar,


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Com(arison of Big 4azaar ith others Organized retai'ers

4ased on fo''oing (oints

Price Serice riety '(#lity Coeiece

Sho))i*

E+)eriece Am,iece

-i* ,#.##r '5% 50% 55% 52% 5'% '% 5:%

O Or* Ret#ils 55% 50% '5% ':% '% 5'% '2%

Inter(retation I interpreted from this that other organi.ed stores is another

competitors of big ba.aar, It is a threat for big ba.aar as some of the attributes of other

organi.ed stores store provides more satisfaction to customers, -ig ba.aar should try

to improve on each of its attributes and out compete the other organi.ed stores,


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S=OT ANA0;SIS O5 BI6 BAAAR

/ SKO3 analysis is done to no the strengths& eanesses& opportunities and

threats of any company, 3his analysis ill eplain about the strengths& eanesses&

opportunities and threats of big ba.aar,

Strengths of Big 4azaar

0arge variety o(tion

Chea( (ri&e

Huge &ustomer Base

,o'ume sa'es

=eanesses of Big 4azaar

0a&s in 4randed (rodu&ts

0o in (rodu&t ua'ity

2na4'e to (rovide enough (aring s(a&e to its &ustomers

Threats for Big 4azaar

O(ening u( of other dis&ounted stores 'ie ,isha' mega mart

Convenien&e of &ustomers to near4y irana stores

Avai'a4i'ity of (rodu&ts in other retai' out'ets


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O((ortunities for Big 4azaar

To o(en u( more and more num4er of 4ig 4azaars in different

&ities of the &ountry8

To gra4 the rura' maret

To 4ring in the &ustomers of other retai' out'et 4y dea'ing ith

4randed (rodu&ts8

Add more (rodu&ts to its (rodu&t &ategory


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CHAPTER-I?

(indings


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5IN9IN6S

#, Most of the customers buy their re?uirement in -ig -a.aar on the basis of Keely

and monthly basis, *ustomers reali.ed that -ig -a.aar stores provide ?ualitative

products


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all the specialty stores of different products hich provide goods at a discounted rate

all through the year,

##, 3he major players in retail industries are -ig ba.aar& 3he 3ata Droups =*roma>&

Lishal Retail Droup& Reliance Retail& 8irana stores ; Saba -a.aar etc,


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S266ESTIONS

-ig ba.aar should include more of branded products its product category so as

to attract the brand choosy people to come in to big ba.aar,

-ig ba.aar should provide large paring space for its customers so that they

can easily par their vehicles,

It should mae different cash counters for different customers, *ash counter

and credit card payment counter should be placed differently in order to

reduce the rush and save the customer7s time, 3his ill be a ind of motivator

for the customers of big ba.aar,

3he service of the sales person is needed to be improved, 0ersonal care should

be taen by the sales person for the customers so that the customers feel good,

'uring the off pea hour7s big ba.aar should provide some offers to its

customers so that people ould be encouraged to come to big ba.aar during

off pea hours, 3he customers ho are present in the mall during the off pea

hours of big ba.aar ill definitely go in to big ba.aar if surprise offers are

made at that time,


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*ustomer care department is needed to tae proper care of customer

complaints and ?ueries, 3he person sitting at the help des of big ba.aar

should be able to provide all necessary information to the customers henever

it is re?uired,

3he infrastructure is needed to be changed a bit during eeends as heavy

crod comes in to big ba.aar during those days,


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Con&'usion

-ig ba.aar is a major shopping comple for today7s customers, It is a place here

customers find variety of products at a reasonable price, -ig ba.aar has a good

reputation of itself in the maret, It has positioned itself in the maret as a discounted

store, It holds a huge customer base, 3he majority of customers belong to middle class

family, 3he youth generation also lies shopping and moving around big ba.aar,

Lolume sales alays tae place in big ba.aar, Impulse buying behavior of customers

comes in to play most of the times in big ba.aar,

-ig ba.aar is a hypermaret as it provides various inds of goods lie apparels&

grocery& stationary& food items& electronic items& leather items& atches& jeellery&

crocery& decorative items& sport items& chocolates and many more, It competes ith

all the specialty stores of different products hich 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 ?uite satisfied ith big ba.aar, /s of no there are %4 big ba.aars in

different cities of India& it seems that there is a vast groth of big ba.aar lying as

customers demand is increasing for big ba.aars,

-ig ba.aar is a hypermaret store here varieties of products are being sold on

different product category, It has emerged as a hub of shopping specially for middle

class people,

'ifferent types of products starting from a baby food to pi..as all are available under

one roof, In 'elhi it is the middle class people ho mostly do mareting from big

ba.aar, 1ven most of the people do their monthly shopping from big ba.aar, 0eople


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not only visit big ba.aar to do shopping but also visit for outing purpose as it provides

a very nice ambience to its customers, /s people go to malls they just tend to move

around big ba.aar hether it is for shopping purpose or for outing purpose, Drocery&

apparels and food items are the products hich are demanded most by the customers

of 'elhi in big ba.aar, 3he major drabac of big ba.aar is that it lacs in providing

enough paring space for its customers, 3his may discourage the customers to come

to big ba.aar and shop as they face difficulty in paring their vehicles, 1ven though

some customers say that they don7t feel problem in paring their vehicle& it is because

of the paring space available to them by the mall, /s it is surveyed it seems that the

biggest competitors of big ba.aar are the irana stores& discounted specialty stores lie

Lishal mega mart& 'elhi ba.aar -ig ba.aar& 3he 3ata Droups =*roma>& Reliance

Retail& ; Saba -a.aar etc,


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+A/0( 1 2

LIMITATI. . TB=,


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Limi/1/ion# o3 #/ud6

*ertain limitations do creep in a research study due to constraints of the time& money

and human efforts& the present study is also not free from certain limitation& hich

ere unavoidable,

/lthough alleffort ere taen to mae the result of the or as accurate as possible

as survey but the survey have folloing constraints,

I! Some customers ere not illing to give appointment due to their busy schedule,

II! 'ue to very large si.e of the population& only a selected sample of customer could

be contacted,

III! 'ue to time constraint and other imperative or load during the t period it could

not be made possible to eplore more area of concern pertaining to study,

IL! /lso impossible for company to prove information is confidential,

L!'ue to fast pace of life& some customers ere not able to do justification to the

?uestionnaire,

LI!0ersonal biases might have come hile anser the ?uestionnaire,

LII!/s per company rule many information as not disclose as the manager are busy

in their daily schedule, It is not possible for us to spend more time in interaction ith

them,


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ANN034(0S6

Kuestionnaire

PART-

#, :ame@ !

2, /ge@ !

%, Dender@ !

4, /ddress@ !

5, +ualification@ !

6, 0rofession@ !

, 0h,

", Khat7s your monthly incomeH

a> -elo #$&$$$

b> 2$&$$$ B 4$&$$$

c> 4$&$$$ B 6$&$$$

d> More than 6$&$$$

PART-.

#,Jo fre?uently do you visit -ig -a.aarH

a> Keely

b> Monthly

c> +uarterly

d> On unplanned basis

2,/part from -ig -a.aar do you intend to visit any other retail outlet in a MallH

a> Qes b> :o

2,=a>, If yes then hat are the other retail outlets do you intend to visit in a mallH

e> Darment Outlet

f> (ootear Outlet

g> (ood *ourt

h> 1ntertainment


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i> Dift *orner

j> eellery and Katches store

2, Khat is the purpose behind visiting -ig -a.aarH

a> Shopping

b> Outing

c> Others

%, Khat type of products do you mostly purchase in -ig -a.aarH

a> *loths

b> Drocery

c> (ood Item

d> eather Item

e> 1lectronic Item

f> Dift Item

g> /ny other Item

4, On an average ho much amount of money do you spend in a visit to -ig -a.aarH

a> -elo 5$$

b> 5$$ B #$$$

c> #$$$ B #5$$

d> #5$$ B 2$$$

e> More than 2$$$

5, Jo much time do you spend in a visit to -ig -a.aarH

a> ess than half an hour

b> Jalf an hour to # hour

c> # hour to # U hours

d> # U hours to 2 hours

e> More than 2 hours


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6,Khich days of the ee do you prefer to visit -ig -a.aarH

a> Kee days

b> Keeends

, Khich time of the day do you mostly prefer to visit -ig -a.aarH

a> #$am B #pm

b> #pm ! %pm

c> %pm!6pm

d> 6pm B #$pm

#$, 'o you go ith a planned list of products to be purchased from -ig -a.aarH

a> Qes b> :o c>some time

##, 'o you prepare a list of brands in advance hen you visit to -ig -a.aarH

a> Qes b> :o c> 'epends on category

#2, In hich categories of products do you pre!decide the brandsH

a> *loths

b> eather Items

c> 1lectronic Items

d> Drocery

e> Dift Items

f> /ny other Item

#%, Khat is your mode of payment in -ig -a.aarH

a> *ash payment b> *redit *ard c>'ebit *ard


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#4, Khat encourages you to visit -ig -a.aarH

a, 0rice

b, Service

c /mbience

c, 0roduct Lariety

d, 0roduct +uality

e, *onvenience

#5, Jo ould you rate the services of the sales personnel in -ig -a.aar on a # B

5 scaleH

Lery good

Dood

O

0oor

Lery poor

#6, Khich type of your convenience to -ig -a.aarHa> Jired vehicle

b> 3o!heeler

c> (our!heeler

d> /ny other

#, Jo is the paring space availability in -ig -a.aarH

a> ess than ade?uate

b> /de?uate

c> More than ade?uate

#", 'o you go to 8irana storeH

a> Qes b> :o


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#), *ompare your nearest 8irana store ith -ig -a.aar,

a> 0rice

I, 8irana store II, -ig -a.aar

b> Service

#, 8irana store II,-ig -a.aar

c> Lariety

#, 8irana store II,

-ig -a.aar

d> +uality

#, 8irana store II,

-ig -a.aar

e> *onvenience

#, 8irana store II,

-ig -a.aar

f> Shopping 1perience

#, 8irana store II,

-ig -a.aar

g> /mbience

#, 8irana store II,

-ig -a.aar

2$, *ompare others organi.ed retail stores ith -ig -a.aar on the folloingparameters,

a> 0rice

#,-ig -a.aar II, Others Organi.ed Retailer

b> Service


c> Lariety


d> +uality


e> *onvenience


f> Shopping 1perience


g> /mbience



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3J/:8I:D QOC

Bi4'iogra(hy

BOODS

V 8otler 0hilip& mareting management& =0earson education& #2

th

edition>

V Malhotra 8, :aresh& mareting research =/n applied orientation>& Research design&

=0rentice hall of India pvt, 5thedition>

V -erman - and 1vans ,R& Retail Management =0earson education& #$thedition>

V ouden ',, ; bitta delia consumer behavior = tata Mc, Dra hill& 4 thedition >

V :eman /,, and *ullen 0&Retailing&1nvironment and operations=Liasst1d,>

I:31R:13 K1- 0/D1

-igba.aar,co,in

Organi.edretail,co,in

Retail seminar, In

iterature revie on -ig -a.aar,com

Retailing,co,in


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a study on buying behavior of customers in big bazaar updates ver (1)

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