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A
PROJECT REPORT ON
“BUYING BEHAVIOUR PATTERN OF CONSUMERS IN
GENERAL MERCHANDISE”
AT
P.C.M.C PUNE -18
Submitted for partial fulfillment of award of Post graduate programme of
Indira School of career development Pune
Under the guidance of
Prof. M.V.Kulkarni
Submitted By
Rahul kumar
G-34
Indira School of Career Development
2009-2011
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Summer Training Project Report
On
“BUYING BEHAVIOUR PATTERN OF CONSUMERS IN
GENERAL MERCHANDISE”
AT
BIG BAZAAR P.C.M.C PUNE-18
In the partial fulfillment of the requirement of the career
Development programme for the session of 2009-2011 of Indira
School of career development programme
Under the under the guidance of
Supervision of prof.M.V. Kulkarni
Ashutosh sathe
Store manager
Submitted by
Rahul kumar G-34
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DECLARATION
I hereby declare that the information presented here is true to the best of
my knowledge. Also, the report has not been published anywhere else.
Rahul kumar
Acknowledgement
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The project of this magnitude would not have been completed singly.
Firstly I want to give my hearty thanks to all mighty who made the world
and me also.
There are many other people without whom the completion of the
project would not have been possible.
It gives me immense pleasure to thank and I would like to express my
gratitude to Mr. AHUSTOSH SATHE SIR, Store Manager, and Mr.
NITIN SIR DM of general merchandise Big Bazaar (P.C.M.C PUNE)
whose direction, assistance, and guidance have been invaluable for the
project. I wish to thank Big bazaar staff for their constant support.
I express special thanks to Prof. M.V.Kulkarni my project guide,
who provided his recommendations and suggestions to complete my
project successfully.
I particularly like to extend my thanks to my seniors and my friends who
supported me during the project.
Rahul kumar
PREFACE
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PGP is the one of the most reputed professional coures in
the field of Management.It include theory as well as its
practical application.Summer Training is an integral part of
Post graduate programme, for sucessful completion of this
programme require two months summer training .
So after completion of second semester each student at Indira
school of career development need to under go two
months training in an organisation.
This training serves the purposes of acquainting the
student with environment of an organisation in which student
have to work hard in future .Only theoretical knowledge is not
enough but its practical application is also required to be
learned.
I was fortunate enough to have an opportunity of doing
summer training at BIGBAZAAR, P.C.M.C PUNE . Every
trainee was required to prepare a report of his working in the
organisation. I was assigned a project on
“Buying behaviour pattern of consumers in general
merchandise”. In this report,all the important findings of the
project are included ,over and above an overall profile of the
company(PANTALOON) is also given.
EXECUTIVE SUMMARY
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As customers taste and preferences are changing, the market
scenario is also changing from time to time. Today’s market
scenario is very different from that of the market scenario
before 1990. There have been many factors responsible for the
changing market scenario. It is the customers changing tastes
and preference, which has bought in a change in the market.
Income level of the people has changed; life styles and social
class of people have completely changed now than that of olden
days. Technology is one of the major factors, which is
responsible for this paradigm shift in the market. Today we can
see a new era in market with the opening up of many
departmental stores, hypermarket, shopper’s stop, malls,
branded retail outlets and specialty stores.
The study is based on a survey done on customers of a
hypermarket named big bazaar. Big bazaar is a type of market
where various kinds of products are available under one roof.
My study is on determining buying behaviour pattern of
customer in general merchandise (luggage, untensil, plastic,
footwear) . The study will find out the current status of big
bazaar and determine customer response toward big bazaar.
ABOUT THE PROJECT
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Primary objective :-
“To study the buying behaviour pattern of consumers in general
merchandise” in Big bazaar.
Secondary objective:-
a) Swot analysis of general merchandise(Big bazaar)
b) To find out the current status of Big Bazaar.
c) To find out the customer response towards GM (Big
Bazaar).
d) To identify main competitors of (GM) Big Bazaar.
e) To study the satisfaction level of customer in GM.
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LIST OF CONTENTS
GENERAL INTRODUCTION
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Sr.No. Name of Contents Page
NO.
1. a) INRODUCTION OF TOPIC
b) RETAIL INDUTRY IN INDIA
c)COMPANY INTRODUCTION
9
2. RESEARCH OBJECTIVE 37
3. RESEARCH METHODOLOGY 38
4. DATA COLLECTION 39
5. ANALYSES AND INTERPRETATION 41
6. SWOT ANALYSIS 64
7. FINDING AND SUGGESTIONS 65
8. RECOMMENDATION 66
9. CONCLUSIONS 67
10. LIMITATION 69
11. ANNEXURE 70
12. BIBLIOGRAPHY 77
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Like England, India too, has been described as a notion of
shopkeepers having an estimated 15 million small retail outlets, mostly
single-store, family-owned fronts all over the country. This works out to
14 shops per 1000 people, which is one of the highest densities of shops
per 1000 population all over the world. The unorganized sector
comprising small & medium retailers who employ over 40 million people
is indeed the current face of retail that is in the threshold of
transformation to a more organized form. Only 2-3 % of retailers are
large -scale who have the ambition to organized retailing to the whole of
India. Only 4% of the 15 million retail outlets have floor space in excess
of 500 sq.ft. The vast available untapped potential, naturally has
attracted majors like Reliance, Tatas, Birla’s, Godrejs, Mahindra’s & ITC
to foray into this sector.
More Importantly, the revolution in retail forges farm to fork linkages
with thousands of farmers to procure additional outlets for retailing
their produce. This necessarily entails huge investments in supply chain
logistics, cold chain, warehousing, & so on all over India's rural market.
RETAIL INDUSTRY IN INDIA
Retail is the world's largest industry with global sales of roughly
US$ 8 trillion. Retailing is also one of the biggest contributers to the
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Gross Domestic Period(GDP) of most countries & also one of the biggest
employers(Source CII McKinsey Report titled “Retailing in India, the
Emerging Revolution”). In India however, the retail sector has been a
high level of fragmentation with a large Share held by unorganized
players.
INDIAN RETAIL INDUSTRY:
India is the 4th largest economy in the world in purchasing power
parity (PPP) terms after USA,China and Japan. In 2008-09, India
became the 2nd fastest growing economy in the world with a growth rate
of 9.2%. The economy is expected to grow at an average 7.8% per
annum for the next 5 years.
Wholesale & Retail trade sector currently contributes to about 13% of
GDP & employs about 40 million people. India has a large number of
retail enterprises with close to 12 million retail outlets. India has one of
the highest retail densities in the world, but only 4% being larger than
500 sq ft in size. In terms of the structure, the industry is fragmented &
predominantly consists of independent, owner managed shops. The
retail businesses include a variety of traditional retail formats, such as
“Kirana” stores which stock basic household necessities (including food
products).
RETAILING IN INDIA, THE EMERGING
REVOLUTION!
• Retail sector accounts for 13.72 % of India's GDP.
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• Provides employment to 15% of the population.
• World's largest retail networks with 12 million outlets.
• Total market size of retailing in India now is US$ 300 billion.
• Current share of Organized Retail is 3% or US$ 9-10 billion.
• The size of Indian retail sector is estimated to grow by a compound
annual growth rate of 5.5 per cent, to become $410 billion market by
2010.
COMPANY PROFILE
We never created a group identity in the past...... We cannot be known
as Pantaloon. It was originally a trouser brand.
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----Kishore Biyani
CEO, Future Group.
PRIL, which begin as a trouser manufacturer in the mid 1980's, had
grown over the years to become one of India's largest retail chains. In
march 2006, the pantaloons group renamed as the “Future Group”.
The “Future Group”
In march 2006, the Pantaloon Knowledge Group, as a part of its
restructuring & its expansion plans changedits identity to the “ Future
Group”. The new group was set up to drive growth through the use of
consumer insights and scenario planning to design future retail delivery
formats. Kishore Biyani, chairman PRIL said, “India is changing rapidly
and we believe that rather than look at the past to extrapolate or the west
to emulate, we have to prepare ourself by planning scenarios based on
innovative and original research”.
Descriptions of verticals in Future Group
FUTURE
GROUP
DESCRIPTIONS
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VERTICALS
Future RetailPRIL's Retail business like food and fashion were
included under this vertical.
Future SpaceManagement of all the shopping malls and real
estate.
Future BrandsManagement of all owned or licensed brands of the
Group companies.
Future MediaFocus on development and management of retail
media spaces.
Future CapitalThe financial arm of the Future Group , which would
focus on retail financial products and services.
Future logistics
This vertical would focus on deriving efficiencies
across businesses through better supply chain
management and distribution.
With the launch of Future Group, PRIL had plans to develop a
business model, which resembled wall-Mart's Sam's club. This strategy
was adopted to strengthen its back-end supply chain sourcing
capabilities in addition to reducing costs and scalling up business
volumes.
Analysts opined that PRIL, under its new identity as the Future
Group aimed to garner market share in the retail industry in India. A
report released by AT Kearney in 2006 titled emerging market priorities
for global retailers, ranked india first in its 2006 Global Retail
Development Index, an indication that global retailers considered it one
of the most attractive markets. The reports also estimated that the retail
industry in india was worth US$300 billion.
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Outlook
Big Bazaar has been accepted as a pan-India model, from the
agrarian singly to the-cosmopolitan Mumbai. Big Bazaar has
democratized shopping in India and is entering its most aggressive role
out phase. Besides, Big Bazaar will enter rural India; it is both a vertical
and horizontal aggression. The outlook is very exciting and buoyant.
Fashion Focus
With Private labels expected to be at the forefront, the
category is likely to see lot of action in jeans and knits in men's and
ladies wear, as well as in the hugely popular fusion or mix and match
ladies wear. With the introduction of Gine & Jony products in the
stores, the kids and infants section will also be reinforced considerably.
Another category that the company has identified is the sportswear
category, which will be addressed through the setting up of a fashion led
sports apparel mix of the best in national and international brands, all
under one roof.
Market size
Largely an untapped and unorganized market as of now, the
total retail size of the Indian books and music sector is estimated to be
about Rs.800 crore. Of this the share of organized retailing accounting
for about 10 percent and is growing at a faster rate than traditional
retail. As a size of total retail pie, this segment accounts for just 1
percent but attracts close to 8 percent of a consumer's wallet. A recent
report indicates that between 2002 & 2010, the category is estimated to
grow at a rate of nearly 26 percent every year for the next five years.
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Strategic Direction
With a wide range of private labels, at different price points,
Fashion Station will continue to provide the customers an alternative
option to latest fashion that was hitherto not addressed in modern retail
environment. With more stores lined up in the coming year, across
cities and towns, this concept would cater to a larger mass of customers
and also improve the company's bottom- line.
Across India, food habits vary according to community,
customs and geography. Food Bazaar, through its multiple outlets
addresses this. At the same time,it offers best quality products at
wholesale prices to a wide cross section of the Indian population. Food
bazar effectively blends the look,touch and feel of the Indian bazar with
the choice,convenience and hygiene that modern retail provides. Most
stores are located within Big Bazaar,Central and Pantaloon and act as
strong footfall generators. These are separated stand alone Food Bazaar
as well. The business contributed just under 50% of value retailing and
30% to the company;s turnover during 2009-10.Food Bazar offers a
variety of daily consumption items,which includes staples,soaps and
detergents,oils,cereals and biscuits. On the product category side , the
primary segregation is done on the basis of staples,fresh
products,branded foods,home and personal care products.
Changing Food Preferences
Food Bazaar talks to the housewives of India and constantly
learns from them and it is at the forefront of changing preferences.
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Some of the trends that were noticed during year were increased
consumption of processed food category and ready to eat concepts.
Besides an increasing number of working women are experimenting lot
with their cooking habits and this is opening up of new food categories.
Restaurant Business
While consumers in the West spend nearly 46% of their food
expenditure on away from home meals, Indian consumers spend only
about 3% of their food expenditure in hotels and restaurants. However a
significant trend noticed in this group is that almost 8% of their wallet
share is spent on eating on at either a restaurant or a fast food joint,as
compared to other forms of entertainment.
Joint Venture with Blue Foods and food rite
With the intention of expanding the organized food and
restaurant business in the country, the company entered into a equal
joint venture with blue foods Pvt. Ltd and food rite. Through its PAN
India food solution private limited subsidiary. The alliance aims at
offering the best in Indian and multi cuisine preparations to Indian
public,capitalizing on the modern retail experience and customer
insights that Pantaloon provides coupled with Blue Foods reputation as
a pioneer in this business.
FINANCIAL PERFORMANCES
The growth in the retail sector was reflected in the financial results
of PRIL for 2005-06. For the year ended june 30, 2006, PRIL reported a
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total income of Rs.38.72 billion in 2008-09 pantaloon Retail (India)
Limited declared its unaudited financial result for the quarter ended
December 31, 2009 wherein the Net profit ( Rs 50.67 crore) increased by
51.1 percent for the quarter ; income from operation (Rs 1912.84 crore )
increased by 25.4 per cent ; and PBDIT ( Rs 205.46 crore ) increased by
29.4 per cent.
GROWTH AND DEVELOPMENT OF ORGANIZATION
Mr. Kishore Biyani
Managing Director (FUTURE GROUP)
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Company Name: Pantaloon Retail (India) Limited
Background: Founded in 1987 as a garment manufacturing company,
the company forayed into modern retail in august 1997 with the launch
of its first department store, pantaloons in Kolkata.
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Organization Design
The company follow an inverse pyramid structure; as a result
decisions are taken closest to the point of customer action. Sales executive
are encouraged to think customer first. They are empowered to run their
respective departments like 'small business owners'.
Pantaloon India's major retailers with presence in the following
two segments
1. Lifestyle Retailing - Pantaloons, Central, all, Blue sky.
2. Value Retailing - Big-Bazaar, Food Bazaar, Depot, Health village,
Fashion station.
Lifestyle retailing: The stores under this category primarily retail
non-food items such as - (apparel, footwear, accessories, cosmetic &
household products.)
Value retailing: The stores under this category retail mainly
food & household items.
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MAJOR INDIAN RETAILERS
The low-intensity entry of the diversified Mahindra Group into retail is
unique because it plans to focus on lifestyle products. The Mahindra group
is the fourth large Indian business group to enter the business of retail
after Reliance Industries Ltd, the Aditya Birla Group, and Bharti
Enterprises Ltd. The other three groups are focusing either on perishables
and groceries, or a range of products, or both.
RPG Retail-Formats:
Music World- Music World's product portfolio comprises of audio CDs,
DVDs and VCDs, CD-ROMs, gaming consoles & software of all the leading
brands, and other music accessories. The company is an important player
in the home video market.
Books & Beyond- books, encyclopaedia, novel etc.
Spencer’s Hyper- monthly groceries, weekly fresh and top ups, fashion
accessories, home care, toys, stationery, electricals, electronics and
garments
Spencer’s Super: - monthly groceries and weekly top up of fresh
requirements, deli, fresh meat, chicken and fish products, a bakery and a
café.
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Daily & Fresh:- groceries, fresh food, chilled and frozen products, bakery
items and weekly top up .
Pantaloon Retail-Formats:
Food & grocery (Big bazaar, Food bazaar), Home solutions (Hometown,
furniture bazaar, collection-i), consumer electronics (e-zone), shoes (shoe
factory), Books: music & gifts (Depot), Health & Beauty care services (Star,
Sitara and Health village in the pipeline), e-tailing (Futurbazaar.com),
entertainment (Bowling co.).
The Tata Group-Formats: Tata Group - operates Westside, a lifestyle
retail chain and Star India Bazaar - a hypermarket with a large assortment
of products at the lowest prices.
Landmark- India's largest book and music retailer.
Titan – watches, glasses (specks).
Tanishq- jewellery
Westside:- Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics,
Perfumes and Handbags, Household Accessories, lingerie, and Gifts
K Raheja Corp Group-Formats:
Shoppers’ Stop: - Menswear, Women’s wear, Kid’s wear, Footwear,
Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and
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Gifts
Crossword: - Books, Magazines, Music, Movies, Toys, Stationery, CD
ROMs Lifestyle International-Lifestyle, Home Centre, Max, Fun City and
International Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart
Nilgiri’s-Formats: Nilgiri's’ supermarket chain
Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom
discount chain.
Trinethra- Formats: Fabmall supermarket chain and Fabc
Vishal Retail Group-Formats:
Vishal Mega Mart:- monthly groceries, weekly fresh and top ups, fashion
accessories, home care, toys, stationery, electricals, electronics and
garments
Reliance Retail-Formats: Reliance Fresh:- monthly groceries, weekly
fresh and top ups.
Reliance ADAG Retail-Format: Reliance World, reliance trendz:-
Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and
Handbags, Household Accessories
Shoprite Holdings-Formats: Shoprite Hyper
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D mart : monthly groceries, weekly fresh and top ups, home care,
stationery, electricals, electronics .
Aditya birla:-
More:- monthly groceries, weekly fresh and top ups, home care,
stationery, electricals, electronics .
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DESCRIPTION OF LIVE EXPERIENCE
These are some of my live experiences and learning from the
store:
• As a trainee I gained enough experience particularly in relation
to the initial efforts such as floor designing, stores arrangement,
selling counters, billing & delivery counters.
• I got a first hand experience of the desirable effect team work. An
exposure to work with the immediate superiors and experienced
colleagues. And to learn the practical aspects of retailing, face to
face dealing with the customers.
• I learnt that relationship marketing, the essence of the successful
retailing is lesson to be learned step by step and continuously
everyday. Retailing provides these wonderful opportunities of
imbibing this vital quality of dealing with customers reaching up
to their expectations, as each customer leaves a clue that would
please customers.
I Learnt many things from store such as:-
• How offers and promotions are executed on floor to increase the
sales.
• How meetings are conducted successfully.
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• How to check daily sales and plan for targets smooth handling of
operation.
• How to handle pressure in difficult situations, keep benchmarks
and try to achieve that.
• Understanding the organization and the store objectives, pool all
resources together to achieve those objectives. Preparing
questionnaires and interacting with customers with a great
experience.
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P.C.M.C BIG BAZAAR
• The word hypermarket is derived from the French word
hypermarche, which is a combination of a supermarket and
department store
• The stores occupy an area which ranges from anywhere between
80,000 to 2,20,000 sq. ft. and offer a variety of food products like
clothes, jewellery, hardware, sports equipment, books, CD’s,
DVD’s, TV’s, electrical equipment and computers etc.
• This store is located in Pimpri Pune.
• Big Bazaar trying to provide customer with 3V’s
o Value
o Variety
o Volume
• Big Bazaar divides into three categories; such as
o Food Bazaar
o Apparels
o General Merchandise :- At Big Bazaar, you will definitely get
the best products at the best prices - that’s what we guarantee.
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Electrronics and
furniture
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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. General
merchandise is one of the most fascinating departments of big
bazaar.
It is divided into two parts
GENERAL MERCHANDISE
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o GENERAL HOME : - GM home basically cater the need of
daily home utility. This department include :
Plastic
Utensils
GM home has wide variety of home utility product. It has
various brand of product available under one roof. EDLP is also
one of the important aspect of GM home.
UTENSILS DEPARTMENT AT BIG BAZAAR
utensils department has wide variety of merchandise from gas
burner to steel utensils. Offers like 20% and 30% off often
attract customer to purchase product.it has inhouse brand like
Dreamline which is mostly purchased by customers.
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Car accesories
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• The offer in Utensil Department, 1. Buy Nirlep Black Pearl 4 burner gas stove for Rs. 4995/- and get
goods worth Rs. 4170/- absolutely free. (1 Pressure cooker; 1 Non stick Tava; 1 Non stick Fry Pan with lid; 1 Non stick Fry Pan without lid; 1 Non Stick Kadhai and a 24pc Stainless Steel Dinner Set)
2. Buy 1 Non Stick Tava and get a 3 liter. Inner lid pressure cooker worth Rs. 595/- absolutely free.
3. Buy 1 Non Stick Fry Pan Rs. 589 and get Tava, kadhai, Gas Toaster and Tadka Pan worth Rs.1224 free
Big Bazaar has a punch line isse sastaa aur achha kahin nahinIt gives the high discount on the price like; Gas stove (20%, 25%, 35%) Non stick cookware (10%, 20%, 35%), buy one get one free plastics storage containers, buy one get one free plastics prince bucket etc.
4. Pressure cooker: - Jaipan, tuffware, prestige etc.
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PLASTIC DEPARTMENT AT BIG BAZAAR
This department has wide variety of plastic container. in
plastic department we have the many brand such as; cello,
milton, bluepast, dreamline, dew, creative, pearlpet,
pioneer, gala, homio, polyset, neelkamal etc. Recently big
bazaar has launched Dreamline cresols (hot pot) which has
become much popular because of its look design and quality.
• The offer in Plastic Department1. IMPORTED RANGE OF PLASTIC HOUSEHOLD CONTAINERS,
MICROWAVE COOKWARE & TABLEWARE Flat 40 % Off
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2. IMPORTED RANGE OF PLASTIC WATER /FRIDGE BOTTLE Buy 1 Get 1
3. ENTIRE RANGE OF PLASTIC BUCKETSBuy 1 Get 1
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GM FASHION
This department contain all those merchandise which are used for
fashion or used other than home utility. Brand, design, style has mostly
influence customer to purchase product. So department has to
accommodate with merchandise of branded as well as private level
brands to cater the need every class of people. Department has wide
variety and range of products. Discount offer like 20%, 30% and 50%
plays important role in attracting customer.
Department include:
LUGGAGE DEPARTMENT @ BIGBAZAAR
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GM FASHION
Car accessories
FootwearLuggage
StationaryToys
department
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BRANDS AVAILABLE IN LUGGAGE DEPARTMENT:-
• MILESTONE
• VIP
• SAFARI
• AMERICAN TOURISTER
• TRACKER, etc.
FOOTWEAR DEPARTMENT AT BIG BAZAAR
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MENS
Formal Shoes Brands: - A) Branded
B) Private level brand
Branded: - DJ&C, Provogue, Franch Leone
Private level brands: - Knighthood, Neptune, Spalding,
Spunk, Picks etc.
Men fancy slippers:- Sach ,Spalding
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Casual shoes :- A) Branded
B) Private level brand
Branded: - DJ&C, ID, Numerono, Puma, and Leecouper etc.
Private level brand: - Spalding, All star etc
Sports:-A) Branded
B) Private level brand
Branded:-Reebok, Puma, Nike Addidas etc.
Private level brand: - Fairport, Fitness Jogger, Spunk etc
Ladies
Private level brand: - Shyla, leaf, spring, Haute&Spicy, Xe-
look, Hype etc
Kids sandal’s:-Disney, Fuel etc.
Ladies fancy slippers: - Sach
Kids shoes: - Liberty, Fitness Jogger etc.
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Stationary
DePOT is a chain of retail stores from Pantaloon Retail (India) Limited
(a part of Future Group), which sells books, gifts, stationary items.
Books available at DePOT span a diverse range of subjects including
fiction, general reference, management, kids, cookery, etc. It also has an
attractive range of gifts (candles, mugs, photo-frames, theme parks) toys
and stationery (office, children’s and fancy stationery). Depot stores
display the products in an informal setting, focusing of affordable
pricing. It aims at providing a localized, youthful, lively and interactive
retail experience to its customers.
Toys department:-
Toys department of general merchandise has wide variety of kid’s game
and toys. Toys department has wide range and variety of Soft toys ,
electronic toys, board games etc.it also international brand like Barbie
doll, batman series etc.
Major brand include Fun school, Mitashi, Flamingo,United,
creative, Venus
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RESEARCH OBJECTIVE
Primary objective:-
“To study the buying behaviour pattern of consumers in general
merchandise” in big bazaar.
Secondary objective:-
a) Swot analysis of general merchandise(Big bazaar)
b) To find out the current status of Big Bazaar.
c) To find out the customer response towards GM (Big
Bazaar).
d) To identify main competitors of (GM) Big Bazaar.
e) To study the satisfaction level of customer in GM.
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Electronic car, train etc.
Cricket bat, badminton
Board games
Soft toys, dollsS
Toys department
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RESEARCH METHODOLOG
The objective of the study was to understand the buying behaviour
pattern of consumer in general merchandise.
Source and method of data collection:-
Collection of data
The task of data collection begins after a research problem has been
defined and research design chalked out. While deciding about the
method of data collection to be used for the study, two types of data
should be kept in mind .they are primary and secondary data .both type
of data are used in the report
1. Primary data sources
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They are those which are collected fresh and for the first time and thus
happen to be original in character.
Tool of data collection
1. Observation method
2. Reference of previous report
3. Interview method
4. Structured questionnaire
2. Secondary source:-
Secondary data are those which have already been collected and
which have already been passed through the statistical process,
secondary data can be collected from:
Books
Annual reports of the company
Journal and magazine
Internet
Newspaper
Research Design - Exploratory Research
Type of sampling method used:-
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The sampling procedure used here was non-probability convenience
sampling which helped in keeping the path of research in focus
throughout the work.
Target population:-
Individual between the age group of 15 to 70 years were chosen as
the target population .it is people under this age group who are
frequent visitors and shoppers to the big bazaar.
Sample size:
Since covering the entire population for the study was not feasible,
a sample of 250 customers was taken.
Sample element:-
The sample elements consisted of people who visit and shop from
big bazaar.
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Analysis and interpretation
Customer s monthly income
Higher income group 13
Middle income group 125
Lower income group 50
No income group 62
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Analysis: The above diagram shows the distribution of income level of
customers coming in to big bazaar. Among the 250 respondents 50% of
customers are of middle income level that is between Rs10000 – 40000
per month. Least number of customers visiting Big bazaar are the higher
income level people (> Rs.60000 pm) that constitute only 5%. The lower
income level of people coming to big bazaar constitutes of 20%. 25% of
people belong to no income group which mostly consists of students.
Interpretation: Big bazaar is the hub of shopping for middle level
income group people because of its reasonable price on its each product
category. The higher level income group people don’t prefer to do
shopping in big bazaar as it doesn’t deal with much of the branded
products. The higher level income group people are very status conscious
and their psychology is such type that they don’t prefer much to visit big
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INCOME GROUP
5%
50%
20%
25%Higher Income
Group (> Rs.60000)
Middle IncomeGroup (Rs. 40000-60000)
Lower IncomeGroup(Rs.10000-40000)No Income Group
(< Rs.10000)
Page 43
bazaar as it is a discounted store. The lower income group people come
in to big bazaar as they get goods at a discounted price. Hence big bazaar
should include branded products in its product category which will
encourage higher income group people to come in to big bazaar.
Customers visit Big Bazaar
Weekly 29% 73
Monthly 34% 85
Quarterly 23% 57
On unplanned basis 14% 35
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Interpretation:
From this I interpret that in big bazaar 34% customers visit monthly,
29% customer visit weekly 23% customers visit quarterly and 14%
customers visit on planned basis , it means mostly customers visit weekly
and monthly basis for purchase their requirements.
Apart from Big bazaar visit retail outlet
64%
36%
0%
10%
20%
30%
40%
50%
60%
70%
yes no
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Interpretation: From this I interpret that 64% customers of big bazaar
visit other retail stores for their requirements and 36% customers of big
bazaar generally do not visit other retail stores. It shows that customers
satisfaction level is more in big bazaar.
Products mostly purchased by customers in big bazaar
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
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0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
Analysis: This chart clearly indicates that the demand for grocery that is
70% is highest by the customers followed by clothes rated 60%. The next
highest demand is for food items that is 50%. 25% demand is for leather
items in big bazaar. Electronic items holds 15% of demand and gift items
and other items has a demand of only 10% by the customers of big
bazaar.
Interpretation: From this analysis I interpret that customers demand
are high for grocery and clothes followed by food items in big bazaar.
Electronic items have a little demand by the customers. Gift items and
other items are not much in demand by the customers. I can interpret
that clothes, grocery and food items are the major products which hold
maximum number of customers. So big bazaar should maintain its low
pricing and product quality to keep hold of the customers.
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Expenditure pattern of customers coming in to big bazaar
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%
EXPENDITURE PATTERN
11%
16%
22%22%
29%Below 500
500-1000
1000-1500
1500-2000
More than 2000
Analysis: We can clearly see from this graph that majority of the
customers spend a lot in big bazaar that is 29% of people spend more
than Rs2000 in a single visit to big bazaar. Equal number of people that
is 22% of people each spend Rs 1000-1500 and Rs 1500-2000
respectively in a visit to big bazaar.16% of people spend Rs 500-1000
and only 11% of customers are there who spends less than Rs500 in their
visit to big bazaar.
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Interpretation: From this I interpret that most of the customers
purchase goods in bulk which leads them to spend a lot. Volume sales
are high in big bazaar. Customers tend to purchase more goods from big
bazaar as it provides goods at a discounted rate. Probably those persons
who spend more in a visit to big bazaar are purchasing on a monthly
basis. Those customers who are spending very less money that is below
Rs 500 are mostly coming in just to move around big bazaar and spend
time.
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Do you know about general merchandise department
Yes 90%
No 10%
Analysis :
1. We can clearly see from this graph that majority of the are
aware about the general merchandise department
2. 10% people are not aware about the department
Interpretation :- thus from graph we can interpret that consumer come
to GM for buying merchandise . as this department include all non food
essenytial goods. GM department attract customer through various
offers and scheme.
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If yes do you purchased footwear from GM
Analysis : 65% people comes to luggage department for purchasing
footwear. Whereas 35% never visit footwear department.
Interpretation:- from this we can interpret, footwear department of
Big bazaar attract customer to purchse footwear as it offers good quality
footwear at low price. Brand like Spunk ,knighthood and splading are in-
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Yes 65%
No 35%
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house brand which is mostly purchased by consumer because of good
quality ,and design at lowest price. Footwear department also has big
brand of footwear like Puma, leecouper, ID etc. But footwear department
need to un tap rest customer by offering discount and standard quality
footwear
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Factor influencing buying decision while purchasing footwear
1) Quality 20%
2) Price 40%
3) Style 30%
4) Brand 10%
Analysis: - 20% of people are influenced by quality, 40% are influenced by price and
30% are influenced by style and deign of footwear.
Interpretation:- from this we can interpret that Footwear department has to
maintain quality as well as price to attract the customer . Footwear department has
various private level brands like fairport,spunk and spalding which has standard
quality and design . footwear department also has branded shoes to attract customer.
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Rank the attribute according to satisfaction level
Price 50%
Durability 17%
Variety 15%
Looks and comfort 18%
50%
17% 15% 18%
0%
10%
20%
30%
40%
50%
60%
price durability variety looks
factor
price
durability
variety
looks
Analysis:- 50% people give priority to price ,while 17% give priority to
durability. 15 % and 18% to looks.
Interpretation:- this indicates that price is the main attribute which often affect
the buying decision of consumer. As in big bazaar merchandise are sold at low
price so consumer give more priority to price than other thing
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GM footwear serves the purpose of providing footwear of
consumer choice
Strongly agree 35%
Agree 35%
Disagree 20%
Strongly disagree 10%
Analy sis :- 70% people agree on this statement and while 30% do not agree.
Interpretation:- from this we can interpret that 70% of the customers are
satisfied with the footwear department. Footwear department fulfil the
demand of customer by giving footwear at lowest price and of best quality.
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b) Purchased luggage from luggage department
Yes 70%
No 30%
Analysis:- 70% of people purchased luggage from luggage while 30% of person
never purchased.
Interpretation :- from this we can interpret that 70% of consumer are attracted by
the luggage department because of branded and wide range of luggage present in
luggage section. Even discount offer like 30% and 50% attract customer to purchase
luggage. Luggage department offers lowest price than retail outlet existing outside
the big bazaar. while 30% never purchase luggage from big bazaar. Hence luggage
department must attract these customers.
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If yes which brand purchased
Milestone 15%
American tourister 30%
V.I.P 20%
Samsonite 10%
Safari 25%
Analysis : from the graph we can conclude that most of the customer
purchase branded luggage from luggage department. Luggage
department must promote inhouse brand (milestone) to attract
customer.
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Satisfied with the variety offered by luggage department
Strongly agree 35%
Agree 45%
Disagree 10%
Strongly disagree 10%
Analysis : 80% of customer thinks that luggage department fulfil
demand of customer. While 20% of people are unsatisfied
Interpretation:- luggage department offers wide range of luggage at very
low price so consumer purchase luggage from luggage department.
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d) plastic and utensils
Purchased any product from plastic and utensils department
Yes 93%
No 7%
Analysis :- from graph it is clear that 93% of people prefer to purchase
merchandise from plastic and utensils while 7% never purchase from
plastic and utensils.
Interpretation: - from this we can interpret that plastic and utensil
department offers product (home utility) in wide range and at lowest
price.
Product available in plastic and utensil are
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Excellent 45%
Good 35%
Bad 15%
Very bad 5%
Analysis :- from graph we can say that 80% of customer are satisfied
with the product offer in plastic and utensils while 20% are not
satisfied.
Interpretation:- from this we can interpret that big bazaar offer huge
discount and offers on the utensil and plastic.
d) Stationary department
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Purchased stationary from stationary department
yes 75%
No 25%
Interpretation :- from this we can interpret that 75% comes to
stationary department for shopping while 25% never do shopping in
stationary department. Stationary department has wide variety of
product for children and office item.
Satisfied with the availability of product
in stationary department
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Strongly agree 45%
Agree 35%
Disagree 10%
Strongly disagree 10%
Interpretation:-from this we can interpret that 80% of the customer are
satisfied with the stationary department. They are satisfied with the wide
range at low price. Discount offered during back to school and price
challenge are attracting.
Product Mostly purchase merchandise from stationary department
Stationary 60%
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Gifts 5%
Books 10%
Office use items 25%
Interpretation:- from this we can interpret people come to this
department for buying stationary product.
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Comparison of GM of Big bazaar with others Organized retailers
based on following points
Price Service Variety Quality Convenience
Shopping
Experience Ambience
GM(BB) 45% 50% 55% 52% 54% 46% 58%
O. Org. Retails 55% 50% 45% 48% 46% 54% 42%
Interpretation: I interpreted from this that other organized stores is
another competitors of GM big bazaar. It is a threat for GM big bazaar as
some of the attributes of other organized stores store provides more
satisfaction to customers. GM Big bazaar should try to improve on each
of its attributes and out compete the other organized stores.
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SWOT ANALYSIS OF BIG BAZAAR
A SWOT analysis is done to know the strengths, weaknesses,
opportunities and threats of any company. This analysis will explain
about the strengths, weaknesses, opportunities and threats of GM at big
bazaar.
Strength
• Large variety of product available in GM
• Discounts and offers• Huge customer Base• Availability of branded
product
Weakness
• Unable to tap the entire region across Chinchwad and Pimpri.
• Unavailability of separate cash counter in GM department
• Customers’ negative perception about the private level brand
Threat
• Opening up of other discounted stores like shoes express, D mart ,local retail store , Reebok, Addidas, woodland etc.
• Convenience of customers to nearby retail shop.
• Availability of products in other retail outlets
Opportunity
• MIDC region has largest density of population
• Private level brand like spunk, milestone are becoming popular
• To bring in the customers of other retail outlet by dealing with branded products
• Increase in standard of living of people and preference
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FINDING AND SUGGESTIONS
1. Generally youth and women are the main customers at big bazaar.
2. Electronic media has a great impact on customers. Electronic media
help in making people aware about new products and offers
3. The availability of all products under one roof of GM and nearby their
house helps customer to shop weekly and shop fresh every time.
5. Mega events like great Indian shopping festival has great impact in
attracting customer to purchase more and more.
6. Customer are more attracted toward discount and offer including gift .
7. Signage and display helps in attracting customer to purchase more
and more.
8. Offers and promotional scheme helps in add on sales.
9. Availability of branded and private level brand like milestone, spunk,
Dreamline helps in catering every section of people.
10. Big bazaar follow rule of GAPACT
G- Greeting the customerA-approach the customerP-purpose about the productA-Add on salesC- closing the dealT-thanks
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SUGGESTION
1. General merchandise constitute number of departments so cash
counter should be added up in the section to reduce problem of billing.
2. Queue process management should be made good.
3. During weekend customer often feel problem of trolley’s so trolley
should be properly managed to get rid of trolly problem.
4. Damaged product should be replaced because it gives bad impact to
other product kept on the shelf.
5. Big bazaar should include more of branded products in its product
category so as to attract the brand choosy people to come in to big
bazaar.
6. Employee should be given training time to time. The service of the
sales person is needed to be improved. Personal care should be taken by
the sales person for the customers so that the customers feel good.
8. It was observed most of the customers were not aware about the offer
and scheme going in the store .so proper communication should be made
to mke customer aware about the offer and discount.
9. Customer often face problem of unavailability of product like shoes,
folder, different size of pressure cooker etc. so product should be made
available in stock so that customer should not face problem of stock out.
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RECOMMENDATION
1. It is recommended that Big Bazaar must develop effective CRM tool to
survive in the market and to attract more and more customer for
example if GM of Big bazaar is launching new trolley or shoes then it
should be informed to customer about the particular product.
2. Big Bazaar must perform demonstration new products to make
customers aware and create trust among them.
3. General merchandise has number of departments so staff number
should be increased to serve customer during weekend and big days.
4. Often many of the product are not sold because of low visibility, high
price so, the product should be properly displayed and discount should
be given to attract the customer to purchase the product. For example
many product present in stationary department are placed at the corner
which is not purchased by customer due to high price.
5. Proper signage should be there so that customer can locate the
products easily.
6. To increase more footfalls more promotional activities must be carried
out either offer more discount or increase advertisement.
9. Promotion of big bazaar should be made in society by conducting free
distribution of sample and other activity.
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10. Private level branded should be durable and give value to the
customer money.
11. Allowing more space between the entrance of store and product allow
customer to spend more time and buy more.
12. Exhibit their new line of footwear, luggage, untensil through events
like fashion show.
13. Make some arrangement for any new scheme or offer such as queue
system management so crowd can be controlled during big days.
14. Waiting time should be short enough.
15. During the off peak hour’s big bazaar should provide some offers to
its customers so that people would be encouraged to come to big bazaar
during off peak hours. The customers who are present in the mall during
the off peak hours of big bazaar will definitely go in to big bazaar if
surprise offers are made at that time.
16. Customer care department is needed to take proper care of customer
complaints and queries. For example: - warranty on certain product like
non- stick cookware, shoes.
CONCLUSION
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Big bazaar is a major shopping complex for today’s customers. It is a
place where customers find variety of products at a reasonable price. Big
bazaar has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base.
The majority of customers belong to middle class family. The youth
generation also likes shopping and moving around big bazaar. Volume
sales always take place in big bazaar. Impulse buying behaviour of
customers comes in to play most of the times in big bazaar.
GM department of big bazaar provides various kinds of goods like
stationary, luggage, footwear, toys, plastic and utensils leather items,
crockery, decorative items, sport items, many more. It competes with all
the specialty stores of different products which provide goods at a
discounted rate all through the year. It holds a large customer base and it
seemed from the study that the customers are quite satisfied with Big
bazaar. Private brand like Milestone, Dreamline, Spunk are accepted by
consumer due to good quality and reasonable price.
The report reveals that there is huge scope for the growth of organised
retailing and improvement of big bazaar P.C.M.C in Pune. Target
achieved every week show that movement of product is good. Aggressive
marketing is the key to increase market share in this area. Since market
is still untapped. Big bazaar uses SAP, DOT, REM, RFID technology.
Discount and scehme decision are taken by the headquarters and new
product is added time to time by the direction of category management.
GM department should manage their merchandise in such a way that
they must be accepted by customer.
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LIMITATION OF THE STUDY
Certain limitation do creep in research study due to constraints of the
time, money human efforts, the present study is also not free from
certain limitation, which were unavoidable. Although all efforts were
taken to make the result of the work as accurate as possible as survey but
the survey have following
1. Some customer was not willing to giving proper response.
2. Due to very large size of the population, only a selected sample of
customer could be contacted.
3. Some of respondents were not co-operative they didn’t provide some
of the details.
4. Language barrier was also one of the main reasons.
5. As per company rule many information was not disclose as the
manager were busy in their daily schedule. It was not possible for us to
spend more time in interaction with them.
6. Personal biases might have come while answer the question.
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Questionnaire
Name: -___________________ Age: -
Gender: - Ph.
Address: -________________ occupation : -
What’s your monthly income?
a) Below 10,000
b) 20,000 – 40,000
c) 40,000 – 60,000
d) More than 60,000
1.How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On unplanned basis
2 .Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
2.(a). If yes then what are the other retail outlets do you intend to visit in
a mall?
e) Garment Outlet
f) Footwear Outlet
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store
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2. What type of products do you mostly purchase in Big Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item
3. On an average how much amount of money do you spend in a visit to
Big Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000
4. Do you know about general merchandise department at Big bazaar?
Yes No
Footwear
4 a) If yes do you purchase footwear from footwear department?
a) Always b) Sometime c) No
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4 b) which factor influence your buying decision while purchasing
footwear?
a) Quality
b) Price
c) Style
d) Brand
e) Not applicable
4 c) Rank the attribute according to your satisfaction level?
a) Price b) durability c) variety d) looks and comfort
4 d) do you think GM footwear department of Big bazaar serves the
purpose of providing you footwear of your choice?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
Luggage
5 a) have you purchased any luggage from Luggage department ?
a)Yes b) no
5 b) if yes which luggage brand you have purchased?
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a) Milestone b) American tourister c) V.I.P d) Samsonite e) safari
5 c) Are you Satisfied with the variety offered by luggage department
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
5 d) what factor influence you to purchase luggage from luggage section?
a) Discount b) quality c) design d) brand
Plastic and utensils
6 a) Have you purchased any product plastic and utensils department ?
a) yes b) no c) not applicable
b) Product available in plastic and utensil are!!
a) Excellent b) Good c) Bad d) Very bad
Stationary department
7 a) have you purchased any product from stationary department ?
a) Yes b) no
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b) Satisfied with the availability of product in stationary department
a) Strongly agree b) Agree c) Disagree d)
Strongly disagree
c) What type product you mostly purchase from stationary department?
a) Stationary b) Gifts c) Books d) Office use
items
8. Compare others organized retail stores with GM at Big Bazaar on the following parameters.
a) Price
1.GM(BB) II. Others Organized Retailer
b) Service
1.GM(BB) II. Others Organized Retailer
c) Variety
1.GM(BB) II. Others Organized Retailer
d) Quality
1.GM(BB) II. Others Organized Retailer
e) Convenience
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1.GM(GM) II. Others Organized Retailer
f) Shopping Experience
1.GM(BB) II. Others Organized Retailer
g) Ambience
1.GM(BB) II. Others Organized Retailer
THANK YOU
BIBIOGRAPHY
BOOKS76 | P a g e
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1. Kotler Philip, marketing management, (Pearson education, 12th
edition).
2. Prof.M.V. Kulkarni , Research methodolgy
INTERNET WEB PAGE
• Bigbazaar.co.in
• Organizedretail.co.in
• Retail seminar. In
• Literature review on Big Bazaar.com
• Retailing.co.in
• Pantaloon.com
• Futuresbazaar.com
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