34140072 Bigbazaar Catchment Area Analysis Pattom Tri Van Drum

Summer Project Report on

“A STUDY OF THE CUSTOMER PROFILE, SATISFACTION LEVEL, BUYING

PATTERN AND CATCHMENT ANALYSIS OF THE CATCHMENT AREA OF BIG

BAZAAR, FUTURE VALUE RETAIL (INDIA) LTD

PATTOM, TRIVANDRUM”

Under the guidance of

Mr.Larish C.S

Sr. Marketing Executive

BIGBAZAAR

Submitted in the partial fulfillment of the requirement for the award of degree of

Master of Business Administration

By

LIJU.V.J

26087

BHARATHIDASAN INSTITUTE OF MANAGEMENT

(SCHOOL OF EXCELLENCE OF BHARATHIDASAN UNIVERSITY)

TIRUCHIRAPPALLI 620014

STUDENTS’ DECLARATION

I hereby declare that the project report titled“A study of the customer Profile,

satisfaction level and catchment analysis of the Customers- in reference to Big Bazaar,

Future Value Retail (India) Ltd.”Submitted in the partial fulfillment of the requirement

for the award of degree of MBA, is our original work.

This has not been submitted in part or full towards any other degree or diploma.

LIJU.V.J

26087

BHARATHIDASAN INSTITUTE OF MANAGEMENT

(SCHOOL OF EXCELLENCE OF BHARATHIDASAN UNIVERSITY)

TIRUCHIRAPPALLI

ACKNOWLEDGEMENT

It gives me immense pleasure to acknowledge all those who have given me their valuable

time, energy and views to supply all indispensable facts and opinions that has helped us in

bringing out this project to fruition.

I would like to express my respectful thanks to Mr.Larish C.S (Sr. Marketing Executive)

for constantly supporting and guidance in achieving the prescribed objectives of my project.

I am also grateful to Mr. Shankar (Store Manager of Big Bazaar, Pattom,

Thiruvananthapuram) and Mr. Rahul(Sr Human Resource Manager at Big Bazaar, Pattom,

Thiruvananthapuram ) for their kind cooperation throughout survey.

I am also thankful to Prof. Sundar, Prof Bharathidasan Institute of Management for his

enlighten guidance and knowledge.

I would like to express my gratitude to all our respondents, who selflessly adjusted their

schedule to accommodate me in their schedule. This project would not have been successful

without their help.

My hearty thanks to all my friends and colleagues who have shared their knowledge and

input.

Last but not the least I would like to thank the almighty God for blessing me with this

opportunity and completing it successfully.

Liju.V.J (26087)

EXECUTIVE SUMMARY

The Indian retail industry—one of the fastest growing industries in the country over

the past couple of years— is no exception. While 2008 showed growth for the industry on the

whole, the last quarter of 2008 was impacted by the economic slowdown and liquidity

crunch, and this is expected to continue in the current year.

The year gone by was packed with several significant developments for the Indian

retail industry, including the entry of many global players, growing acceptance of the modern

formats, the success of many specialty retail formats, and the rising competition in the

regional markets beyond the metros and Tier 1 cities. On the other hand, the after effects of

the global economic turmoil are being felt in India as well, and the economy is expected to

grow at a significantly lower rate over the next 2 years (between 5 to 7 percent according to

various estimates*). Consequently, overall consumption levels, particularly discretionary

spend and impulse purchases have been affected, which, in turn, has resulted in a lower

growth rate for the industry for the current year.

Moreover, this trend is expected to continue in 2010. Given the industry‘s changing

landscape and emerging challenges, the focus of industry players too is changing; with a

strong emphasis on profitable growth in the current scenario. Hence, retail companies are

increasingly concentrating on strengthening existing operations and assessing options for

growth through consolidation, while continuing to innovate. Factors like renegotiating

rentals, store rationalization, working capital management, regionalization, cost optimization

and manpower resizing are some of the key Top of Mind (TOM) issues for retailers in the

current context of the downturn. In the year 2004, the size of Indian organized retail industry

was Rs 28,000 cr, which was only 3% of the total retailing market. Retailing in its present

form started in the latter half of 20th Century in USA and Europe and today constitutes 20%

of US GDP. The contribution of organized retail is expected to rise from 3% to 9% by the

end of the decade. In India it has been found out that the top 6 cities contribute for 66% of

total organized retailing. With the metros already been exploited, the focus has now been

shifted towards the tier-II cities**. The 'retail boom', 85% of which has so far been

concentrated in the metros is beginning to percolate down to these smaller cities and towns.

The contribution of these tier-II cities to total organized retailing sales is expected to grow to

20-25%. In the year 2004, Rs 28,000 cr organized retail industry had Clothing, Textiles

&fashion accessories as the highest contributor (39%), where as health & beauty had a

contribution of 2%. Food & Grocery contributed to 18% of the total.

OBJECTIVE:

i. Catchment Analysis of Big Bazaar Pattom.

ii. Analysis of Consumer profile of Big Bazaar Pattom.

iii. Analyzing the in store customer feedback.

iv. Identifying the action plan for improving walk-in.

Sample design Sample Universe:

The sample universe includes all the existing and potential customers of Trivandrum district.

Sample Unit:

The sample unit includes all the existing and potential customers of Big Bazaar, pattom

catchment.

Sample Size:

The sample size of customers which would be considered for the research is 4000

respondents for in store analysis and 2000 respondents for the catchment analysis.

Data collection

Primary Data

Primary data will be collected by taking interview from the potential respondents in the form

of questionnaire. The questions in the questionnaire would be in the form of rating-scale,

open-ended & close-ended questions which would be logically framed in order to achieve the

above stated objectives.

Secondary Data

Secondary data will be obtained through information from previous literature, reports,

newspapers, reference books, magazines and websites.

Limitations of Study

1. People may not able to properly rate the parameters.

2. Results concluded may not be applicable to entire population.

3. Certain variables may have been ignored.

4. Customer choice is also based on geographic factors.

5. Macro-economic factors affectthis industry to a large extent.

Chapter 1

INDUSTRY PROFILE

INTRODUCTION

Retailing is the business where an organization directly sells its products and services to an

end consumer and this is for his personal use. By definition organization whether it is a

manufacturer or a wholesaler is sellinggoods directly to the end consumer, it is actually

operating in the Retail space. This industry has traveled a long way from a humble beginning

to a situation where worldwide Retail sales are more than $ 7 Trillion.

Retailing In India- Past, Present Future

Retailing is considered as a sunrise industry today after InfoTech. It is the most

happening industry with almost all the big players vying for a share of the coveted pie.

Buoyed by a strong increase in private consumption, retailing is one industry that is waiting

to explode. The Indian Retail sector has caught the world‘s imagination in the last few years.

Topping the list of most attractive retail destination list for three years in a row, it had retail

giants like Wal-Mart, Carrefour and Tesco sizing up potential partners and waiting to enter

the fray. India‘s retail growth was largely driven by increasing disposable incomes, favorable

demographics, changing lifestyles, growth of the middle class segment and a high potential

for penetration into urban and rural markets. However, with the onset of the global financial

crisis, Indian retailers have been suffering from the effects of rapid credit squeeze, high

operating costs and low customer confidence.

Share of Organized Retail sector:

1998 2000 2002 2004 2006 2008 20100

50

100

150

200

250

300

350

400

450

India's Total Retail Size

Axis

Title

Organized retailing is bound to grow tremendously, provided the rights are adopted. Retail

businesses have broken rank and seem poised to surge ahead with renewed vigor, optimism,

confidence and capability. There is an incredible amount of activity in terms of creation of

retail oriented space across India. As per some estimates, there are over 200 retail mall

projects under construction or under active planning stage spanning over 25 cities. This may

translate into over 25 million sq. ft. of new retail space in the market within this year. Huge

retail formats, with high quality ambience and very courteous and ambivalent sales staff, are

regular features of retail formats in most Asian countries. However in India expect for a few

big towns where modern retailing formats abound, these features are grossly missing .ETIG

expects organized retailing to slowly penetrate the second rung and smaller town which will

catapult the growth rate for the sector. Even though the big retail chains are concentrating on

the upper segment and selling products at higher prices like crossroads, akbarally's and

shoppers stop;retail stores are sprouting to cater the needs of middle class.

With a huge middle class Populationthe retailers like RPG and Food World are tapping this

market. The market is flooded with products that are branded and unbranded. The customers

are in a dilemma to make the right selection. Simon bell of AT Kearney says ¯there is a close

relation between the growth of branded and the growth of the organized retail. Companies

selling branded products prefer to have big and organized retail formats like the

Hypermarkets where they can be differentiated from unbranded products. Though doubts

have been cast on the future of Indian retailing it is our belief that the retail boom is yet to

happen. While the industry is in the introduction stage in most geography, it has just entered

the growth region in the metros. Today the right product mix, right sourcing strategy and the

right communication are the mantras for success.

India’s Retail Journey:

In the past few years, India‘s retail journey seemed picture perfect with the most attractive

stops, still unexploited and under-penetrated. Favorable demographics, steady economic

growth, easy availability of credit, and large scale real estate developments were fuelling the

growth of India approximately at the rate of USD 25 billion. The opportunity was there for all

to see and India was the destination of choice for top global retailers. In this environment,

India‘s own blue chip companies like Reliance, Bharti and RPG diversified to add retail to

their sector portfolio. Considering all these factors, it was a good time for Indian retail. This

was the scenario till a few months ago. With the advent of the global meltdown, India could

not completely insulate from its harsh effects. As per the Cartesian survey, almost all key

industries in India have been negatively impacted by the slowdown and retail is no exception.

Organized retail formats in India:

Each of the retail stars has identified and settled into a feasible and sustainable model of its

own.

Shopper Stop:Department store format

Westside:Emulated the marks & Spencer‘s model of 100% private label, very good value for

money merchandise for the entire family

Giant And Big Bazaar-Hypermarket/cash &carry stores

Food World And Nilgiris-Supermarket format.

Pantaloons and the Home Store-Specialty retailing.

Tanishq- Has very successfully pioneered a very quality organized retail business in fine

jewellers.

Future Perspective

We should see fundamental shifts in the way Indians shop in the near future. The year 2003

could be a landmark year for organized Indian retailing. According to recent study done by

ETIG the organized retail industry is expected to grow by 30 % in the next five years and is

expected to touch Rs 45000cr. Thus, the growth potential for the organized retailer is

enormous. Metro from Germany is a very successful and resourceful retailer and their cash &

carry format could offer a good run for money to others. Some others will also find legitimate

ways to operate in India, for example, Marks & Spencer‘s, Mango and ShopRite.

But due to the economic downturn, the organized retail penetration, which was expected to

touch 16 percent by 2012 from the current 5 percent, is likely to trace 10.4 percent only.

Changing and influencing factors

Consumer Factors

Income Level

Working Women

Change In Lifestyle

Demand For Global Trend

Supply Side Factor

Growing Importance of Retailing sector

Political And Economic Factor

Supply Constraints

Reduction In Import Duties-Offering More Global Sourcing Factor

Present Indian scenario

India is the country having the most unorganized retail market. Traditionally it is a family‘s

livelihood, with their shop in the front and house at the back, while they run the retail

business. More than 99% retailers function in less than 500 square feet of shopping space.

The Indian retail sector is estimated at around Rs 900,000 crores, of which the organized

sector accounts for a mere 2 per cent indicating a huge potential market opportunity that is

lying in the waiting for the consumer savvy organized retailer. Purchasing power of Indian

urban consumer is growing and branded merchandise in categories like Apparels, Cosmetics,

Shoes, Watches, Beverages, Food and even Jewellery, are slowly becoming lifestyle products

that are widely accepted by the urban Indian consumers. Indian retailers need to take

advantage of this growth and diversify and introduce new formats and have to pay more

attention to the brand building process. The emphasis here is on retail as a brand rather than

retailers selling brands. The focus should be on branding the retail business itself. In their

preparation to face fierce competitive pressure, Indian retailers must come to recognize the

value of building their own stores as brands to reinforce their marketing positioning, to

communicate quality as well as value for money. Sustainable competitive advantage will be

dependent on translating core values combining products, image and reputation into a

coherent retail brand strategy. There is no doubt that the Indian retail scene is booming. A

number of large corporate houses — Tata‘s, Raheja‘s, Piramals‘s, Goenka‘s — have already

made their foray into this arena, with beauty and health stores, supermarkets, self-service

music stores, New-age book stores, every-day-low-price stores, computers and peripherals

stores, office equipment stores and home/building construction stores. Today the organized

players have attacked every retail category. The Indian retail scene has witnessed too many

players in too short a time, crowding several categories without looking at their core

competencies, or having a well thought out branding strategy.

Growth of Retail Sector:

Retail is one of the booming sectors of India in the present times. Retail, one of India‘s

largest industries, has presently emerged as one of the most dynamic and fast paced industries

of our times with several players entering the market. Accounting for over 10 per cent of the

country‘s GDP and around eight per cent of the employment; retailing in India is gradually

inching its way toward becoming the next booming industry. Another credible factor in the

prospects of the retail sector in India is the increase in the young working population. In

India, hefty pay packets, nuclear families in urban areas, along with increasing working-

women population and emerging opportunities in the services sector. These key factors have

been the growth drivers of the organized retail sector in India which now boast of retailing

almost all the preferences of life - Apparel & Accessories, Appliances, Electronics,

Cosmetics and Toiletries, Home & Office Products, Travel and Leisure and many more. With

this the retail sector in India is witnessing rejuvenation as traditional markets make way for

new formats such as departmental stores, hypermarkets, supermarkets and specialty stores.

The retailing configuration in India is fast developing as shopping malls are

increasingly becoming familiar in large cities. When it comes to the development of retail

space specially the malls, the Tier II cities are no longer behind in the race. If development

plans till 2007 is studied it shows the projection of 220 shopping malls, with 139 malls in

metros and the remaining 81 in the Tier II cities. The government of states like Delhi and

National Capital Region (NCR) are very upbeat about permitting the use of land for

commercial development thus increasing the availability of land for retail space; thus making

NCR render to 50% of the malls in India. India is being seen as a potential goldmine for retail

investors from over the world and latest research has rated India as the top destination for

retailers for an attractive emerging retail market. India‘s vast middle class and its almost

untapped retail industry are key attractions for global retail giants wanting to enter newer

markets. Even though India has well over 5 million retail outlets, the country sorely lacks

anything that can resemble a retailing industry in the modern sense of the term. This presents

international retailing specialists with a great opportunity. The organized retail sector is

expected to grow stronger than GDP growth in the next five years driven by changing

lifestyles, burgeoning income and favorable demographic outline.

Major players

Food&Grocery Fashion Others

Food World Shoppers Stop Vivek’s

Subhiksha Westside planet

Nilgris Lifestyle Music World

Adani-Rjivs Pyramids Crossword

Nirma-Radhey Pantaloons Life spring

Each of these retail stars has identified and settled into a feasible and sustainable business

model of its own. Rather surprisingly, each has developed a unique model.

Westside has very successfully emulated a Marks & Spencer model (of 100 per cent private

label, very good value for money merchandise for the entire family).

Spencer's Daily and Nilgrishave successfully shown the viability of the `supermarket' format

in India and its ability to co-exist with the ubiquitous Kiranastore.Pantaloonhas both

demonstrated the potential of "specialist" retailing in India.

Few Of India's Top Retailers Are:

1) Big Bazaar-Pantaloons : Big Bazaar, a division of Future Value Retail (India) Ltd is

already India's biggest retailer. In the year 2003-04, it had revenue of Rs 658.31

crores& by 2010; it is targeting revenue of Rs.8800 cr.

2) Food World : Food World in India is an alliance between the RPG groups in India

with Dairy Farm International of the Jardine Matheson Group.

3) Trinethra : It is a supermarket chain that has predominant presence in the southern

state of Andhra Pradesh.

4) Apna Bazaar : It is an Rs 140-cr consumer co-operative society with a customer base

of over 12 lakh, plans to cater to an upwardlymobileurbanpopulation.

5) Margin Free : It is a Kerala based discount store, which is uniformly spread across 240

Margin Free franchisees in Kerala, Tamil Nadu and Karnataka. It is a major

competitor for Big Bazaar at Trivandrum.

RECENT TRENDS

Retailing in India is witnessing a huge revamping exercise as can be seen in the graph

India is rated the fifth most attractive emerging retail market: a potential goldmine.

Estimated to be US$ 356bn, of which organized retailing (i.e. modern trade) makes up

3% or US$ 6.4 bn

As per a report by KPMG the annual growth of department stores is estimated at 24%

Ranked second in a Global Retail Development Index of 30 developing countries

drawn up by AT Kearney.

Multiple drivers leading to a consumption boom:

o Favorable demographics o Growth in income

o Increasing population of women

o Raising aspirations:

Value added goods sales

Food and apparel retailing key drivers of growth.

Organized retailing in India has been largely an urban

Phenomenon with affluent classes and growing number of double-income households.

More successful in cities in the south and west of India. Reasons range from

differences in consumer buying behavior to cost of real estate and taxation laws.

Rural markets emerging as a huge opportunity for retailers reflected in the share of the

rural market across most categories of consumption

ITC is experimenting with retailing through its e-Choupal and

ChoupalSagar – rural hypermarkets.

HLL is using its Project Shakti initiative – leveraging women

self-help groups – to explore the rural market.

Mahamaza is leveraging technology and network marketing

concepts to act as an aggregator and serve the rural markets.

IT is a tool that has been used by retailers ranging from Amazon.com to eBay to

radically change buying behavior across the globe.

E-tailing’ slowly making its presence.

StrategiesTrendsandOpportunities-2010

“Consumers are currently sitting on the fence and the

challenge for retailers will be to offer the right baits to get them back to stores. Retailers have

to focus on growing profits through sales growth and not mere cost-cutting strategies. There

will be a sharp cut in overall sales growth this year (2008-09), but a marked improvement in

bottom lines with players focusing on efficiencies”- Kishore Biyani, (Chief Executive

Officer, Future Group.) Retailing in India is gradually inching its way toward becoming the

next boom industry. The whole concept of shopping has altered in terms of format and

consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has

entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes

offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an

inflexion point where the growth of organized retailing and growth in the consumption by the

Indian population is going to take a higher growth trajectory. The Indian population is

witnessing a significant change in its demographics.

A large young working population with median age of 24 years, nuclear families in urban

areas, along with increasing workingwomen population and emerging opportunities in the

services sector are going to be the key growth drivers of the organized retail sector in India.

In mid-2007 Kishore Biyani announced a new strategy for his group: “Garv se bolo

hum kanjooshain” - Translated “SayYes, I am stingy. with pride” With this campaign, the

company aimed to save USD 36.5 million in a period of one year. The idea was to openly

accept that cost-cutting needs to be implemented and then aggressively eliminate

inefficiencies. The move ensured that internal overlapping of functions was avoided within

various departments. At the back-end, human resources and information technology were

integrated in an organized manner.

Conclusion

For a start, these retailers need to invest much more in capturing more specific

market. Intelligence as well as almost real-time customer purchase behavior information. The

retailers also need to make substantial investment in understanding/acquiring some advanced

expertise in developing more accurate and scientific demand forecasting models. Re-

engineering of product sourcing philosophies-aligned more towards collaborative planning

and replenishment should then be next on their agenda. The message, therefore for the

existing small and medium independent retailers is to closely examine what changes are

taking place in their immediate vicinity, and analyze Whether their current market offers a

potential redevelopment of the area into a more modern multi-option destination. If it does,

and most commercial areas in India do have this potential, it would be very useful to form a

consortium of other such small retailers in that vicinity and take a pro-active approach to pool

in resources and improve the overall infrastructure. The next effort should be to encourage

retailers to make some investments in improving the interiors of their respective

establishments to make shopping an enjoyable experience for the customer. As the retail

marketplace changes shape and competition increases, the potential for improving retail

productivity and cutting costs is likely to decrease.

Therefore, it will become important for retailers to secure a distinctive position in the

marketplace based on value, relationships or experience. Finally, it is important to note that

these strategies are not strictly independent of each other; value is function of not just price,

quality and service but can also be enhanced by Personalization and offering a memorable

experience. In fact, building relationships with customers can by itself increase the quality of

overall customer experience and thus the perceived value. But most importantly for winning

in this intensely competitive marketplace, it is critical to understand the target customer's

definition of value and make an offer, which not only delights the customers but also is also

difficult for competitors to replicate.

Chapter 2

COMPANY PROFILE

Future Group

Future Group is one of the country‘s leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics. The

group‘s flagship company, Future Value Retail (India) Limited operates over 7 million square

feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000

people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food

Bazaar, Home Town, eZone, Depot, Future Money and online retail format,

futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India

Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and

Bowling Co. Future Capital Holdings, the group‘s financial arm, focuses on asset

management and consumer credit. It manages assets worth over $1 billion that are being

invested in developing retail real estate and consumer-related brands and hotels.

BIGBAZAAR

(Is se sastaauracchakahinnahi!)

Big Bazaar caters to every need of the customer and his/her family. Where Big Bazaar scores

over other stores is its value for money proposition for the Indian customers.

Big Bazaar promises the best products at the best prices. 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 always plans and tries to add

much more to complete the shopping experience.

Company Statements

Future Group Manifesto

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,

rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet

unwritten; create new opportunities and new successes. To strive for a glorious future brings

to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

“Rewriterules, Retain values”

Group Vision

“Future Group shall deliver

Every Thing,

Every Where, EveryTime

For Every Indian Consumer in the most profitable manner”.

Group Mission

i. We share the vision and belief that our customers and stakeholders shall be served

only by creating and executing future scenarios in the consumption space leading to

economic development.

ii. We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

iii. We shall infuse Indian brands with confidence and renewed ambition.

iv. We shall be efficient, cost- conscious and committed to quality in whatever we do.

v. We shall ensure that our positive attitude, sincerity, humility and united determination

shall be the driving force to make us successful.

Core Values

Indianness:Confidenceinourselves.

Leadership:Tobealeader,both inthoughtand business.

Respect&Humility:torespecteveryindividualandbehumbleinourconduct.

Introspection:Leadingtopurposefulthinking.

Openness: To beopen and receptive tonew ideas,knowledge and information.

Valuing andNurturingRelationships:Tobuild longtermrelationships.

Simplicity&Positivity:Simplicityandpositivityinourthought,businessand action

Adaptability:Tobeflexibleandadaptable,tomeetchallenges

Flow:To respectandunderstandtheuniversallawsof nature.

Board of Directors

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Future ValueRetail(India) Limited and the Group

Chief Executive Officer of Future Group.

Mr.GopikishanBiyani,Wholetime Director

GopikishanBiyani,is a commerce graduate and has more than twenty years of experience in the

textile business.

Mr.RakeshBiyani, Wholetime Director

RakeshBiyani, is a commerce graduate and has been actively involved in category management,

retail stores operations,IT and exports. He has been instrumental in the implementation of the

various new retail formats.

Mr.vijayakumar Chopra, Independent Director

V K. Chopra is fellow member of The Institute Of Chartered Accountants Of India. (ICAI), by

profession and is a Certified Associate of Indian Institute Of Bankers.(CAIIB).

Mr.ShaileshHaribhakti, Independent Director

ShriShaileshHaribhakti is Charterd Accountant, Cost Accountant, and a Certified

InternalAuditor. He is on the Board of several Public Limited Companies, including Indian

Petrochemicals Corporation Ltd , Ambuja Cement Eastern Ltd etc.

Mr.SDoreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank O f India and

serves on the board of DSP Mrerril Lynch Trustee Co and Ceat Limited among others.

Dr.DO Koshy, Independent Director

D O. Koshy, holds a doctorate from IIT Delhi and is the Director of National institute Of Design

(NID) Ahmedabad. He has over 24 years of rich experience in the textile and garment industry.

Mi leS t o ne

1987

Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India‘s

first formal trouser brand.

1991

Launch of BARE, the Indian jeans brand.

1992

Initial public offer (IPO) was made in the month of May.

1994

The Pantaloon Shoppe – exclusive menswear store in franchisee format launched

across the nation. The company starts the distribution of branded garments through multi-

brand retail outlets across the nation.

1995

John Miller – Formal shirt brand launched.

1997

Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons

in Kolkata.

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and

Hyderabad.

2002

Food Bazaar, the supermarket chain is launched.

2004

Central - India‘s first seamless mall is launched in Bangalore.

2005

Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League

Clothing and Planet Retail. Sets up India‘s first real estate investment fund Kshitij to build a

chain of shopping malls.

2006

Future Capital Holdings, the company‘s financial is formed to manage over $1.5

billion in real estate, private equity and retail infrastructure funds. Plans forays into retailing

of consumer finance products. Home Town, a home building and improvement products

retail chain is launched along with consumer durables format, Ezone and furniture chain,

Furniture Bazaar. Future Group enters into joint venture agreements to launch insurance

products with Italian insurance major, Generaliand with US office stationery retailer,

Staples.

2007

Future Group crosses $1 billion turnover mark. Specialized companies in retail media,

logistics, IPR and brand development and retail-led technology services become operational.

Pantaloon Retail wins the International Retailer of the Year at US-based National Retail

Federation convention in New York and Emerging Retailer of the Year award at the World

Retail Congress held in Barcelona. Futurebazaar.com becomes India‘s most popular shopping

portal.

2008

Future Capital Holdings becomes the second group company to make a successful

Initial Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store mark,

marking one of the fastest ever expansion of a hypermarket format anywhere in the world.

Total operational retail space crosses 10 million square feet mark. Future Group acquires

rural retail chain, Aadhar present in 65 rural locations.

Various Departments

1) Buying And Merchandising

2) Marketing

3) Product Development

4) In Season Management

5) Gift Vouchers

6) Design Studio

7) Quality Assurance

8) Distribution And Logistic

9) Human Resource

10) Administration

Chapter3

ANALYSIS

&

INTERPRETATION

Area 21,912 Sq Km

Population 32,34,707

Urban population 11,20,000

Male 15,69,917

Female 16,64,439

Male & Female Ratio 1000:1060

Literacy 89.28%

Density of Population 1475 per Sq Km

Taluk 4

Block 10

Towns 5

Corporation 1

Municipalities 4

General Information: Trivandrum

Potential Area Identification

The potential area is divided in to four zones, (5–10 kmsradius.)

ZONE-2

ZONE-4

ZONE-1

ZONE-3

BB

ZONE -1-Potential Areas

The areas are identified by collecting data from in-store walk-in’s.

The Most Potential Areas Comes Under Zone-1

i. Kazhakuttam (households-1385)

ii. Sreekaryam(households-1692)

iii. Pongammud(households-1999)

iv. Ulloor (households-2020)

v. Medical college (households-1803)

vi. Akkulam (households-1633)

1) Kazhakuttam:. Techno Park is situated at this location. Having 170companies and

around 25000 employees.

2) Medical College: A considerable population of Maldivians and a large number of

working professionals resides near Medical College.

3) Sreekaryam: Commercial centre as well as huge residential area.

4) Ulloor, pongamoodu: basically residential areas.

ZONE-1 Residents Association Details     SREEKARYAM PONGAMOODU ULLOOR

MANKUZHY RES. ASSNARCHANA NAGAR RES ASSN

PRASANTH NAGAR RES ASSN

EAST KARIYAM RES ASSN BAPPOJI NAGAR RES ASSNULLOOR AKKULAM RES ASSN

GANDHIPURAM RES ASSN JANA SHAKTHI RES ASSN ULLOOR GARDENSCHEKKALAMUKKU KARIYAM RES ASSN

PRIYA DARSHINI NAGAR RES ASSN

NEERAZHI LANE RES ASSN

  PALACE NAGAR RES ASSN KAZHAKOOTAAM

BRIDGE LANE RES ASSN

 MAMATHA NAGAR RES ASSN  

5) Akkulam: Base southern air command.

ZONE -2 - Potential Areas

The Most Potential Areas Comes Under Zone-2

i. Nalanchira (households-2002)

ii. Mannanthala (households-1900)

iii. Peroorkada (households-2343)

iv. Kesavadasapuram (households-1636)

v. Muttada (households-1807)

vi. Ambalamukku (households-1327)

1) Nalanchira: residential area which have a large NRI belt.

2) Paruthippara –Ambalamukku: Large residential area belongs to upper-middle class

(3.6lakhs AND 10lakhs pa).

3) Muttada: High residential area primarily belongs to the mid-middle class (Income

between Rs15000 AND Rs 30000 pm) and the upper –middle class.

4) Peroorkada: Centre for commercial activity.

ZONE -2-Residents Association DetailsMUTTADA NALANCHIRA MANNANTHALAGREEN VALLEY RES ASSN SOWPHAGYA RES ASSN

PRANAVAM NAGAR RES ASSN

MUTTADA RES ASSN PAROTTUKONAM RES ASSN  GANDHI NAGAR RES ASSN GREEN VALLEY RES ASSN  GREE GARDENS RES ASSN ANUPAMA NAGAR RES ASSN  PARAYATTIL RES ASSN BENEDIT NAGAR RES ASSN  SNATHOSH NAGAR RES ASSN

BHAGATH SINGH NAGAR RES ASSN  

VIKAS NAGAR RES ASSN CHATHIYODU NALANCHIRA RES ASSN  

THOPPIL NAGAR RES ASSN CHECHERRY RES ASSN    ASWARYA NAGAR RES ASSN       AMBALAMUKKU PEROORKADA KESAVADASAPURAMAMBALAMUKKU RES ASSN

RADHAKRISHNAN LANE RES ASSN

PILLAVEEDU NAGAR RES ASSN

BHAGAVATHY NAGAR RES ASSN MG NAGAR RES ASSN NSP NAGAR RES ASSN

 GC NAGAR RES WELFARE ASSN MAR IVANIOUS RES ASSN

  DEVI NAGAR RES ASSNVIVEKANANDA NAGAR WELFARE ASSN

  DURGA NAGAR RES ASSN LEKSHMI NAGAR RES ASSN  GSS NAGAR RES ASSN KAILAS NAGAR RES ASSN  INDRA NAGAR RES ASSN DEVI RES ASSN

   CHEMPAKASSERY RES ASSN

    ANADA NAGAR RES ASSN

ZONE -3- Potential Areas

The Most Potential Areas Comes Under Zone-3

i. Kuravankonam (households-1899)

ii. Nanthancodu (households-1284)

iii. Devaswamboard (households-1054)

iv. Kowdiar (households-1759)

v. Sasthamangalam (households-1824)

vi. P.M.G (households->1000)

1) Nanthancodu: Area consisting of mid- middle class (income between Rs15000 and Rs

30000 per month)

2) Nanthancodu – Devaswamboard junction: Area consisting of upper-mid class

(3.6lakhs and 10lakhs pa) and upper class customers (above 10lakhs pa)

3) Kowdiar- upper-mid class and upper class consumers.

4) In this zone there are about 35to 40 apartments, and stores like Style plus, De option,

Baby shop, Narmada shopping complex and grand bazaar are located.

ZONE 3 Residents Association Details KURAVANKONAM NANTHANCODU DEVASWAM BOARDKAIRALI NAGAR RES ASSN

GV NANTHANCODU RES ASSN ARANYA RES ASSN

KURAVANKONAM RES ASSN CLIFF VALLEY RES ASSNTEACHERS LANE RES ASSN

NANTHANCODU WATTS LANE RES ASSN

VIKRAMAPURAM RES ASSN NALANDHA RES ASSN

YMR RES ASSNWEST CLIFF RES ASSN

KOWDIAR SASTHAMANGALAM PMG/ VIKAS BHAVANPANDIT COLONY RES ASSN

JANVILLA NAGAR WELFARE ASSN

VIKAS BHAVAN POLICE QUTRS RES ASSN

NETHAJI BOSE ROAD RES ASSN SHANKAR LANE RES ASSN

OBSERVATORY COMPOUND GOV QURTS

MAHARAJA RES ASSNMANGALAM LANE RES ASSN

KOWDIAR GARDENS RES ASSN

THAMPURAN NAGAR RES ASSN

KOWDIAR GARDENS ASSN

TEMPLE JUNCTION RES ASSN

RP LANE RES ASSN KOCHAR ROAD RES ASSNHARIHAR NAGAR RES ASSNGOKUL NAGAR RES ASSN

ZONE-4-Potential Areas

The Most Potential Areas Comes Under Zone-4

i. Pattom (households-2230)

ii. Goureeshapattom (households-1569)

iii. Pottukuzhy (households-1453)

iv. Kumarapuram (households-1895)

v. Plamoodu (households-1345)

vi. Kannamoola (households-2158)

 ZONE 4 Residents Association Details KUMARAPURAM PATTOM KANNAMOOLAPADINJATTIL RES ASSN

ADARSH NAGAR RES ASSN AVITTAM ROAD RES ASSN

POTHUJANAM ROAD RES ASSN

CHALAKUZHY ROAD RES ASSN

THOPPIL LANE RES ASSN CHITRA NAGAR RES ASSN

GANDHI SMARAKA NAGAR RES ASSNGOWRESHA PATTOM RES ASSNKIZAKKE PATTOMM RES ASSNLIC LANE RES ASSNMARAPPALAM GARDENS RES ASSNPOTTAKUZHY RES ASSNRAJALEKSHMI NAGAR RES ASSN

PLAMOODUPUSHPA NAGAR RES WELFARE ASSNTPJ NAGAR RS ASSNMN LANE RES ASSN

KUMARAPURAM: This area Closer to Medical college and consist of a large number of

doctors along with other professionals and Maldivians

KANNAMULA- This area consist of a majority of working class people who belong to the

Mid-Middle class and in small numbers even the Lower Middle Class. (INCOME Rs 7500 to

Rs 15000 pm )

POTTUKUZHY JN: Areas nearer to Pottukuzhy and Law College Jn. are filled with Mid-

Middle and Upper-Middle Class People.

Catchment area of BB Pattom

A n a l y si s :

In BB pattomcatchment area the pattom contribute about 14% of the total. And 13%

Kesavadasapuram and next place is Sreekaryam 9% and Nalanchira 8%, and medical college

and pongamoodu contribute about 6% each.

10.68%10.28%

9%

8%

6%6%

6% 5% 5%PattomKesava-dasapuramSreekaryamNalanchiraMedical CollegePongumooduUlloorKowdiarKumarapuramMannanthalaKazhakuttaMuttadaAmbalamukkuPeroorkadaKannammoolaKaryavattomNanthacodeSasthamangalamAakulamPMG

Gaps in catchment walk-ins

Zone 1 % Contribution Zone3 % ContributionKazhakutam 5.18 Kurvankonam 0.5Sreekaryam 8.74 Kowdiar 2.43Pongamood 3.88 Nanthencode 1.62

Ulloor 5.66 Sasthamangalam 0.65Medical college 6.63 PMG 1.46

Akkulam 1.46 Vellayambalam 0.97Karyavattom 1.2 Kunnukuzhi 0.49Technopark 0.81

Parotukonam 0.49Total 34.05 Total 8.12

Zone2 % Contribution Zone4 % ContributionNalanchira 7.28 Pattom 10.68

Kesavadasapuram 10.28 Pottakuzhy 2.45Muttada 0.97 Plamood 0.65

Mannanthala 4.21 Kumarapuram 2.1Ambalamukku 2.27 Murinjapalam 0.49

Peroorkada 3.72Paruthipara 0.97

Total 29.7 Total 16.37

A n a l y si s :

The area is divided into green belt zone and red belt zone. The zone 1 & zone 2 comes under

Green belt zone i.e. From these zones the pattom store having more number of customers.

And the zone 3 & zone 4 comes under Red belt zone form where the store having less

number of customers, particularly from zone 3.

Zone 3- Is a very thickly populated area with a numerous households (7000-8000) &

around 40 apartments. But our walk-ins' from this catchment is only 8.12% of the

total store walk-in’s.

Zone4- Having high density population (6000-7000house holds), but our contribution

towards store walk-in’s only 16.37 of the total store walk-in’s.

Green Belt Zone Red Belt Zone

RED BELT ZONE

Zone 3- Is a very thickly populated area with a numerous house holds (7000-8000 )&

around 40 apartments . But our walk-ins' from this catchment is only 8.12% of the

total store walk-in’s.

Zone4- Having high density population (6000-7000house holds), but its contribution

towards store walk-in’s only 16.37 of the total store walk-in’s.

Zone 3 Consumer Survey Analysis

OCCUPATION

A n a l y si s :

In zone-3 the occupation level of the customers, most of them are business people about

31% and 19%of people are professionals, and 18% of people having private job and 15%

Professionals19%

NRI12%

Retired5%

Business31%

salaried employees18%

Govt Empl15%

Occupation

of people are government employees and 12% of people are NRI s and only 5% are

Retired .

Interpretation:

Large number of people in this zone is business people and professionals and also they are

high income people.

Zone 3 consumer preference

A n a l y si s :

This pie chart shows that how many customers prefer BB for their purchase from zone 3.

About 77% of the people do not prefer BB for their purchase. Only 23% of the people

prefer BB. In that 31 % ( 40% of the customers purchases from food bazaar and 20 %

purchases from apparel section and 14% from PUC and 10 % purchase from home linen

then 8%from electronics and 85 from furniture.)

Consumer preference of Big BazaarYes31%

No69%

Consumers preference of BB

Food Bazaar40%

PUC14%

Apparels20%

Electronics8%

Furniture8% Home Linen

10%

DepartmentsDepartment Preference

Interpretation:

So this shows that a huge group of people around 77% are not BB customers only 23 % of

people purchase from BB.

Main Reasons for Less Walk-Ins From Zone -3

A n a l y si s :

Most of the customers from zone-3 (about 23% )pointed that distance is their main problem;

they have to spend about 20-30 minutes to reach BB Pattom, and 21% of customers pointed

that lack of parking facility, its being one of the main problem that all the customers poses.

17% of the customers are not satisfied with product quality. And 12% of the customers are

not satisfied with the billing speed. And rest come poor customer service, poor after sales

service, low range of products, and Non- availability of merchandise.

Reason for not preferring BB

Poor customer Service

9%

Low range of products

6%

Distance23%

Poor Parking Facility21%

Non Availability of merchandise

6%

Poor Quality of Products

17%Delay in Billing

12%

Poor After Sales Service

6%

Reason For Not Visiting BB

Interpretation:

The main problem they are not visiting BB Pattom are the distance and lack of parking

facility.

ZONE-3-COMPETITION ANALYSIS

A n a l y si s :

In zone -3 most of the customers prefer to shop at Spencer about26%, and 21% of customers

shop at Narmada shopping complex. And 16% of the customers shop from Margin free store.

And only 10% of the people shop at BB. Other competitors are Varkeys and local stores.

Interpretation:

In this area the main competitor is Spensor. Margin free stores and other local stores plays

an important role.

26%11%5%

11%

16%21%

11%

Food, non Food and PUC

Spencer

Big Bazaar

Varkeys

Kirana stores

Margin free Store

Narmada

Grand Bazaar

APPARELS

A n a l y si s :

In zone 3 the people prefer Parthas for their apparel purchase about 40% .And 11% prefer

Ayappas and only 9% prefer BB and rest purchase from other local stores.

Interpretation:

A large group of people prefer Parathas and other famous stores in the city. Only 9% of the

people prefer BB.

40%

9%

9%4%5% 9% 4%

9%

11%

Apparels Parthas

Raymonds

Style Plus

Fab India

Good Morning Stores

Big Bazaar

Impressions

Baby Shop

Aiyappas

FURNITURE

A n a l y si s :

For furniture about 33% of the people prefer local carpenters and 16% prefer Oberon, and

Indroyal is preferred by 16% of people and 13% prefer capitol. No one prefers BB from

zone.3.

14%

16%13%7%

17%

33%

FurnitureRubco Indroyal Capitol Shan Oberon Local Carpenters

Zone -4- Consumer Survey Analysis

Occupation

A n a l y si s :

In zone-4- there are large group of government employees about 41% and 17% of them are

having private job 14% of them are doing business and working professionals in each

category. And 7 % are NRI’s and retired people in each.

Interpretation:

In zone -4- large group of people are government employees most of them are midd-middile

class and upper middle class people.

Consumer preference of Big Bazaar

Business14%

Govt Jobs41%

Working pro-fessionals

14%

Retired7%

Private Jobs17%

NRI7%

Occupation

77%

23%Yes No

Consumers preference of BB

PREFERNCE OF DEPARTMENTS

A n a l y si s :

In zone-4- 61% of people prefer BB for their purchase of goods. And they purchase about

54% from food bazaar and 15% each from home linen and apparels 6% from electronics and

85 from PUC and 2 % from furniture.

Interpretation:

In this zone 61% of customers prefer BB pattom for their purchase. And about 54 % of them

purchase at food bazaar in BB.

54%

8%

15% 6% 2%15%

DepartmentFood Bazaar PUC Apparels Electronics Furniture Home Linen

77%

23%Yes No

Consumers preference of BB

ZONE-4- Competitors Analysis

A n a l y si s :

In zone-4 customers prefer big bazaar for their food, Non and PUC purchase about 40% of

people prefer BB, and 26% prefer Local stores and 18% prefer Spencer, 16% prefer Margin

free shop.

Interpretation:

In this zone BB having more preference about 40% of the people purchase from BB pattom.

Local stores are the main competitors.

18%

40%26%

16%

Food, Non Food and PUC

Spencer Big Bazaar Kirana stores Margin Free Super market

Food Bazaar and PUC

APPARELS

A n a l y si s :

In zone -4- most of the people prefer Parthas for purchasing dress materials, about 41%of

people purchase from there. And 26% of people purchase from other local stores and about

21% of people prefer BB. And12% prefers Ayappas.

Parthas41%

Big Bazaar21%

Others26%

Aiyappas12%

Apparels

GREEN BELT

Zone 1

Techno park is under this zone. A large number of employees from techno

park visit Big Bazaar.

Medical College :A considerable population of Maldivians and a large number

of working professionals who prefer Big Bazaar resides here.

Sreekaryam : Commercial centre as well as huge residential area.

Zone 2

Nalanchira, a residential area which have a large NRI belt is in this zone. A

large no of upper middle class population prefers Big Bazaar.

Zone 1 Consumer Survey

EDUCATION

PG11%

UG68%

PROF-FES-

SIONAL21%

A n a l y si s :

Most of the customers are under graduates(41%) and the customers with +2 qualification is

least

Interpretation:

As most have under graduate the mode of advertisement must be according to that.

A n a l y si s :

In zone-1- there are large group of Professionals about 36% and 17% of them are having

private job 14% of them are doing business and working professionals in each category. And

7 % are NRI’s and retired people in each.

Interpretation:

In zone -1- large group of people are government employees most of them are midd-middile

class and upper middle class people.

Consumer Prefernce of Big

Bazaar and its Departments

52%

13%

23%

7% 3% 2%

DepartmentsFood & Non Food PUCApparels Home LinenElectronics Furniture

BUSINESS7%

GOVT29%

PROFFESSIONAL36%

SALAIRED21%

RETIRED7%

Occupation

91%

9%

Do You visit Big Bazaar

YesNo

A n a l y si s :

In zone-1 91% of people prefer BB for their purchase of goods. And they purchase about

52% from food bazaar and 15% each from home linen and apparels 6% from electronics and

85 from PUC and 2 % from furniture.

Interpretation:

In this zone91% of customers prefer BB pattom for their purchase. And about 52 % of them

purchase at food bazaar in BB.

A n a l y si s :

27%

46%

8%

14%5%

Food & Non Food

Margin Free Big Bazaar SpencerVarkeys Triveni

52%

13%

23%

7% 3% 2%

DepartmentsFood & Non Food PUCApparels Home LinenElectronics Furniture

In zone -1 most of the people prefer Big Bazaar for purchasing Grocery, about 46%of people

purchase from there. And 27% of people purchase from Margin free and about 14% of people

prefer Varkeys.

A n a l y si s :

In zone 1 the people prefer Parthas for their apparel purchase about 43% . And 37% prefer

Big Bazaar.

Interpretation:

A large group of people prefer Parathas and other famous stores in the city. One of the major

competitor is Parthas for Big Bazaar

Zone 2 Consumer Survey

43%

37%

9%11%

ApparelsParthas Big BazaarAiyappas Ramachandra

Education

PROFESSIONAL35%

PG18%

UG41%

+26%

A n a l y si s :

Most of the customers are under graduates(41%) and the customers with +2 qualification is

least

Interpretation:

As most have under graduate the mode of advertisement must be according to that.

Govt Empl37%

Profes15%

Private jobs22%

Business27%

Occupation

A n a l y si s :

In zone-2 the occupation level of the customers, most of them are Govt Employees

people about 36% and 27%of people are business, and 22% of people having private job

and 15% of people are professional .

Interpretation:

Large number of people in this zone is Govt Employee and professionals and also they are

high income people.

Consumer Prefernce

YES77%

NO23%

Do You Visit Big Bazaar

A n a l y si s :

This pie chart shows that how many customers prefer BB for their purchase from zone 3.

About 77% of the people prefer BB for their purchase. Only 23% of the people prefer BB.

In that 31 % ( 40% of the customers purchases from food bazaar and 20 % purchases

from apparel section and 14% from PUC and 10 % purchase from home linen then

8%from electronics and 85 from furniture.)

Interpretation:

So this shows that a huge group of people around 77% are not BB customers only 23 % of

people purchase from BB.

Frequency of Visit to BB

23%

34%21%

22%

Food & Non Food

Margin Free Big BazaarLocal Shop Supply Co

34%

22%12%

6%

16%10%

Departments

Food BazaarApparelsPUCElectronicsHome LinenFurniture

A n a l y si s :

In zone -2 most of the people prefer Big Bazaar for purchasing Grocery, about 34%of people

purchase from there. And 23% of people purchase from Margin free and about 22% of people

prefer Supply Co.

A n a l y si s :

In zone 1 the people prefer Parthas for their apparel purchase about 39% . And 23% prefer

Big Bazaar.

Interpretation:

A large group of people prefer Parathas and other famous stores in the city. One of the major

competitor is Parthas for Big Bazaar

38%

15%8%

23%

15%

Apparels

ParthasAiyappasMaharajaBig BazaarYesodha

Catchment Analysis

Frequency Of Visit to Big Bazaar

A n a l y si s :

Most of the BB’s potential customers visit the store monthly, about 46%. And 20% of the

customers visit the store weekly. And 18% visit random. And 16% visit fortnightly.

Media analysis

Newspaper

Malayala Manorama

45%

Mathrubhumi21%

Hindu16%

New Indian Express8%

Kerala Kaumudi6%

Times of India 4%

Newspaper

Weekly20%

Fortnightly16%

Monthly46%

Random18%

A n a l y si s :

MalayalaManorama has the maximum reach with in the redbelt zone with 45% of them

subscribing it. MathruBhumi also has a good share of 21%. Where as the other

newspapers like the Thehindu 16%, New Indian express 8% and KeralaKoumathi 6%.

Interpretation :

If big Bazaar wants to reach its advertisements to a large audience it should

Advertise using either MalayalaManorama or MathruBhumi.

TV

Analysis:

47%for the respondents watch Asianet the most. Amritha is the next preference as the

Malayalam channel but has only 10%of the respondentspreferring it.

Interpretation:

BigBazaars advertisements shouldbe aired in Asianet as it has the maximum reach as

compared to other T.V. channels in Trivandrum. The decision should be taken only

after considering the costfactor.

45%

8%7%9%

11%

9%

4% 3% 4%Asianet Surya T V

Kairali Amritha

Sports Channels Starmovies

India vision K TV

POGO

TV

Radio

Analysis:

In radio channels club FM leads about 37% of people hear this FM station. And 29% Red FM

and 18% Big FM, And 16% Radio Mirchi.

Interpretation:

Today FM channels have more popularity and if BB advertise thorough this medium it will

catch the customer attention easily and fast.

Rea ch of Adv ertis ement

Yes27%

No73%

Analysis:

37%

16%

29%

18%

Club FM Radio Mirchi Red F M Big FM

73%of the respondentshave seenthe advertisementsof BigBazaar.27%of the

respondents have not seen the advertisement of BigBazaar.

Interpretation:

Even though the73% of the respondents have seen the advertisement they do not turn to the

store. The advertisements are not able to bring in more customers to the store. The

advertisements should be made striking to the customers so that they are induced to come to

the store.

Chapter 4

Findings and Suggestions

Findings:

At Trivandrum the store currently has an image that of a discount store.This takes

away the image that they sell quality products and that shopping is an experience

here.

Thegeneralpublicat Trivandrumdoes not consider shopping as a wasteful

extravaganza. This is a good indicator of a good future ahead for BigBazaar

Trivandrum as, here shopping is turning out to a family experience.

There is a huge opportunity for store-in-store to cater to specific local items

duringlocalfestivalsandoccasions.

Catchment area study help store to know about the demographic profile of customer,

existing competitors, entertainment zone, dinning and help to know where

customers are currently going for shopping and reason for the same.

Mostof the retail store having in-house brands to compete with private label and

customer also ready to purchase in-house brand if it suits to price their range and

stuff they actually want.

Customer service is one of important factor that influence the customer to visit stores.

Offers/discounts also the factor that help store to increase number of footfalls.

Most of customer is aware of loyalty program of branded retail store and being a

member of this store also influence customer to go for shopping in the same store.

Suggestion:

The store should focus on bring new customers in to it by going in for

extensive media plan and BTL activities especially in the Red belt areas.

Big Bazaar can create awareness among people by going into aggressive

advertising which can done by putting hoarding at all entrances to the city

and also can be Mobile van advertising, use of local channel like ACV,

SITY cablesetc.

Mobile advertising can be used for promotion, as customers not having

time to look at hoarding and advertisement in newspapers.

Company should focus more on quality as survey show customers are not

very happy with the quality of the products offered to them in comparison

to other store.

Employee can be motivated to provide their best service to customers by

giving employee a recognition awardsforachievingthesales target.

BigBazaar should provide customer with variety of choices so they have

an advantage of choosing the best merchandise and it will help to create

loyalty for them.

An employee should be appointed to welcome the customers at the

entrance and he should help the customers locate the department to which

he intend to shop.

Welcoming the customers in a traditional way by giving them a sweet and

a beetle leaf should be considered.

Parking facility is one of the most important things that the customers in

Trivandrum city demand.

Big Bazaar should consider conducting retail events which will attract

customers by giving them an entirely new experience while shopping. A

music and dance competition for the kids of the customers should be

considered.

Kids are the decision makers of the family. So the kids club activities

should be promoted in Big Bazaar.

Creating a Mascot for the kids club will help the kids to have a closer

association to the Big Bazaar kids club.

Better seating facility in the store is needed as the elderly customers find

it difficult to move around the store when other family members are

shopping.

Proper response to feedback should be ensured. The feedback should be

acknowledged and complaints should be taken care of

If an award for the best feedback - which helps to improve the

functioning of the store, is introduced, it will encourage customers to give

feedback for improvement and hence they can be better taken care of

Loyalty programs and membership programs can help maintain long term

customer relationship.

More localization of the store by participation in local festivals, feasts

etc. and organizing different events in the locality help increase the visibility

of the store.

More focus should be given on the youth customers who form the major

part of the Big Bazaar customers. Apparels should be trendy and should

be popularized well so as to catch the youth population.

Re-Launching and rebranding of Wednesday bazaar will help in

increasing the sales during Wednesday.

Morning tea distribution to the people coming for jogging in museum as a

part of Wednesday bazaar branding.

Free and surprise gifts should be given to Wednesday bazaar customers to

bring about customer delight.

Suggestions Implemented:

Project Adithi:

- ‘Swagath’- A Sweet welcome to the customers.

- Helping them to find the respective departments from where they want to

shop.

-

Retail Events: Little voice of Ananthapuri& Dance mania

- Music and Dance competition for kids of age 3 – 15

- Introduced mascot for kids club , “Giffu”

Re- Launching Wednesday Bazaar:

- Wide publicity and rebranding of Wednesday Bazaar.

- Free gifts issued with all billings.

- Surprise gifts for purchases above Rs.1000 on Wednesdays.

- Sticker Labels for kids.

- Human Banner.

Customer Database

- 29,700 customer’s Mobile numbers has been generated from REM, Share

with us, Savings Diary, Summer Carnival lucky draw coupons, exchange

melaregisters and all CSD registers.

- This has been utilized for SMSing the store sales promotions.

- Email Ids of Institutions and customers.

- E mail ids of all banks of Thiruvananthapuram.

- E mail ids of 70 IT companies in Techno park.

- E Mail ids of 400 customers from ‘share with us’.

- Address and Land phone number of Secretaries and Presidents of 74

residents Associations in the catchment.

Chapter-5

Conclusion

Conclusion

Retail is one of the booming sectors in present scenario. Each factor, starting from deciding

the location to creating customer loyalty plays a significant role in deciding the market share

for any branded retail store.

While identifying the right location for a retail store, various factors like traffic, reach for the

target customers, space availability for further development etc. has to be considered.

Survey shows that customers look for many factors to visit any retail store, broadly they look

for customer service, offer/ discounts and last but not the least for brand, range of products

and price.

To conclude, branded retail store need to have a serious look over the catchment area so

as to plan accordingly their move towards increasing the customer walk-insand should focus

on long term relationship with customer that finally result in customer loyalty and

profitability.

Chapter 6

BIBLIOGRAPHY

Bibl i ography

www.indianmba.com

www.google.com

www.wikipedia.com

EconomicsandStatistics- Trivandrum District

Chapter 7

Annexure

Q uesti o nn a ir e : I n - Store

Sir/Madam,

IamLiju.V.J,anMBAstudent ofBharathidasan Inst i tute of Management ,

Tiruchirappall i .Asapartofmy curriculum,I havetoundertake

anInternshipProject.TheTitleoftheprojectis“Astudyofthe Catchment Analysis of a

branded retail store- in reference to BIGBAZZAR, Pattom. I

requestyoutoforwardmethe followingdetails.

1. Marital Status: - Single Married

2. Age Group:- Below 20 21- 3030- 40

40-50 51 Above

3. How did you commute to big Bazaar: - Car Two wheeler Auto

Bus Walk in

Others (Please specify)…………....

4. Family Size: - 2 3 4

5 Others (Please specify)………………

5. Occupation: - Self Employed Government Employee Professional

Salaried Home Maker Student Others

(Please specify)………………….

6. How often do you visit Big Bazaar in a month? Once Twice

Thrice Others(Please specify)

…………

7. What do you buy from Big Bazaar

Food and Grocery Apparels Electronics PUC

8. Do you know about the Monthly and Wednesday savings bazaar at Big Bazaar?

Yes No

9. If yes, how did you know about the Monthly Savings Bazaar and Wednesday Savings

Bazaar at Big Bazaar?

News Paper Advertisement T.V. Advertisement

Hoarding Local Walk-in

Word of Mouth Others (Please specify)

………………………

10. Which News Paper do you read?

MalayalaManorama MathruBhumi

Madhyamam Deshabimani

Kerala Kaumathi Others(Please specify)

…………………

11. The Malayalam TV channel that you view the most.

Asianet Surya Kairali Others(Please specify)

………………….

12. Do you think that the advertisement of Big Bazaar is attractive and gives sufficient

information?

Yes No Haven’t seen the advertisement.

If No,

Why……………………………………………………………………………………

…………………………………………………………………………………………

13. Rate your satisfaction level of Big Bazaar with respect to the following features on a 1 -

7 scale.

1- Least satisfied, 7-most satisfied (Tick the Appropriate Column): -‘

Particulars 1 2 3 4 5 6 7

a. Pricing

b. Quality of the product

c. Quality of the service provided

d. Variety of offers available

e. Convenience while shopping

f. Ambience of the store

g. Parking Space

h. Overall Shopping Experience

14. How far is your residence from Big Bazaar

Less than 5 km 5 to 10 km More than 10 km

15. Please give your valuable comments:-……………………….

…………………………………………

…………………………………………………………………………………………

………………. ………………..

……………………………………………………………………...............................

Name: ……………………………………………………………………………………

Current Location:-…………………………………………Pincode……………………….

Address:………………………………………………………………………………….

I am sincerely thank you for giving up a part of your valuable time and parting with very

useful information which will help us a great deal in our research project. We would like to

share our findings of this research with you in near future.

Thank you

Liju.V.J

Q u est i onn a i r e:O u tSt o r e

Sir/Madam,

IamLiju,V,J,anMBAstudent of Bhathidasan Insti tute of Management,

Tiruchirappallu .Asapartofmy curriculum,I havetoundertake

anInternshipProject.TheTitleoftheprojectis“Astudyofthe Catchment Analysis of a

branded retail store- in reference to BIGBAZZAR, Pattom. I

requestyoutoforwardmethe followingdetails.

1. Marital Status: - Single Married

2. Age Group:- Below 20 21- 3031- 40

41-50 51 Above

3. Family Size: - 2 3 4

5 Others (Please specify)………………….

4. Occupation: - Self Employed Government Employee

Professional Home Maker

Salaried Others (Please specify)

……………………..

5. How do you like to spend your leisure time? Please grade the following on the given

scale of 1 to 7. (1- Never, 7-

Always)

6. Do you prefer going to a shopping mall for shopping?

Yes No

7. Do you think that shopping is a wasteful extravaganza?

Listening to music 1 2 3 4 5 6 7Watching T.V. 1 2 3 4 5 6 7Reading 1 2 3 4 5 6 7Browsing Internet 1 2 3 4 5 6 7Spend time with friends and/or family 1 2 3 4 5 6 7Go out for shopping 1 2 3 4 5 6 7Sports and Games 1 2 3 4 5 6 7

Yes No

8. Which News Paper do you read?

MalayalaManorama MathruBhumi

Madhyamam Deshabimani

Kerala Kaumathi Others (Please Specify)……………………

9. The Malayalam T.V. channel that you view the most.

Asianet Surya Kairali Others (Please specify)………………

10. Have you ever visited Big Bazaar?

Yes No

11. If no, for which of the following reason you don’t visit Big Bazaar?

Low Range High Price

Inconvenience while shopping Poor service Do

not know about Big Bazaar Other stores close by Too far

Others (Please Specify) ……………...

12. Which other store(s) do you go

to? ......................................................................................................

13. Have you seen the advertisement of Big Bazaar?

Yes No

Name: -………………………………………………………………………………

Current Location :…………………………………………………………

Address:……………………………………………………………………………..

………………………………………………………………………………………

We sincerely thank you for giving up a part of your valuable time for the survey.

Thank You

Liju.V.J