Big Bazaar

A STUDY ON CONSUMER BEHAVIOR

AT

BIG BAAZAR

A

REPORT SUBMITTED IN

Partial fulfillment of the requirement for the PGDM course of

All India Management Association

BY

Debashish Roy

External Guide

Mr kiran S

Assitant store manager

Big bazaar, bansankari

Acharya Institute of Management & sciences, Bangalore Page 1

ACKNOWLEDGEMENT

It gives us great pleasure to thank and acknowledge all the concerned people

who helped us to finish this report on consumer Behavior. I extend our sincere

gratitude to Prof. Ambily Sreekumar our Internal guide for her valuable

guidance in steering the course of the study and in the preparation of this report.

I express our gratitude to company guide Mr. Kiran. S (Assistance Store

Manager, Big Bazaar), under whose valuable guidance and co-operation, I

conducted my studies.

I am also grateful to other Staff of Big Bazaar family center, Bansankari for

their support and encouragement. We also convey our thanks to all staff of

Acharya Institute of Management & Science for their support and help to make

this report successfully.

Place: Bangalore

Date: Ajay Kumar Gupta

DECLARATION


This is to declare that the project report titled “Study on consumer Behavior”

submitted in partial fulfillment of the requirement for the award of post graduate

Diploma in management, is an original work carried out under the guidance of

Prof. Ambily Sreekumar and this project report has not been previously

submitted to any other university or institution for the award of any degree.

Place: Bangalore

Date: 9-8-2010 Ajay Kumar Gupta


TABLE OF CONTENTS

Sl. No.

Particulars Page no.

1 Introduction 6

1.1 Industry profile 7

1.2 Company profile 91.3 Big bazaar promise 131.4 Vision, mission & core values 151.5 Board of director 161.6 SWOT Analysis 18

2 Introduction to marketing 20

2.1 Definition 212.2 Marketing strategy 222.3 Marketing Mix 252.4 Retailing 28

3 Introduction to consumer 33

3.1 Definition 343.2 Types of consumer 353.3 Model of consumer decision making 373.4 Consumer satisfaction 37

4 Research 0bjective 41

5 Research methodology 43

6 Limitations 49

7 Analysis 51

Graphical representation of data


8 Conclusion & recommendation 71

9 Bibliography 75

10 Appendices 77

Questionnaire

INTRODUCTIONAcharya Institute of Management & sciences, Bangalore Page 5

There is no use of PGDM unless and until the classroom knowledge is applied in real

business world in order to gain success. Practical knowledge always has got a weight age

over theoretical knowledge. Such study provides opportunity to bridge the gap between the

theory and practical. Here the student intern gets an exposure to the real corporate world as a

prelude to his corporate life. After having learn the basics in the first two semesters Study on

consumer behavior gives an opportunity to apply them which helps the student to improve his

self image and confidence and ultimately to understand the concepts better.

This project added to my learning in many ways. This study on consumer behavior helped me

to pick up and understand the marketing strategy better. This project work enabled to know

the strength and weakness of Big Bazaar with respect to their customer response.

The project work throws light on the strength and weakness of the company’s consumer

relations as compared to the competitors , and also intends to give necessary information to

the company to understand where they are having a good feed back and where they are

lagging behind. Here more importance is given to learning the factors that affect the

consumer behavior.

INDUSTRY PROFILE


“Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non-business use”.

-Philip Kotler

The organized retail sector in India has a very low contribution to the entire retail sector in

the country. Hence there is ample scope for the new players to achieve success. Large young

working population with average age of 24 years, nuclear families in urban areas, along with

increasing working women population and emerging opportunities in the services sector are

going to be the key growth drivers An organization selling directly to final consumer-whether

a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or

services are sold (by person, mail, telephone, vending machine or internet) or where they are

sold( in store, on the street, or in consumer’s home).

Retail is India’s largest industry, accounting for 10% of country’s GDP and around 8 percent

of employment. Modern retail has entered India as seen in shopping centers, multi storied

malls and huge complexes offer shopping, entertainment and food all under one roof. India

has seen the concept of hypermarket coming of age. Players like Wall-mart, metro have

established hypermarkets in many countries. In India hypermarket concept is in nascent stage,

retailers like Pantaloons, Tata, RPG have started hypermarket operations and they are having

plans to expand aggressively to all the regions of India.

Among all the global retail markets Indian retail market is the most expanding. This is owing

to the absence in restriction at the entry level. So, large foreign companies can enter in the

green retail fields of India.

KEY PLAYERS IN THE INDUSTRY


BIG BAZAAR

BHARTI RETAIL

RELIANCE RETAIL

STAR BAZAAR

MORE

MEGA MART

FOOD WORLD

SAFAL

COMPANY PROFILE


FUTURE GROUP

Future Group is one of India’s leading business group with multiple businesses spanning

across the consumption space. Led by its founder and Group CEO Mr. Kishore Biyani Future

Group operates through different verticals: consumer finance, capital, insurance, leisure and

entertainment, brand development, retail, real estate development, retail media and logistics.

Apart from Pantaloon retail, the group’s presence in the retail space is complimented by

group companies, Indus league clothing, which owns leading apparel brand like Indigo

Nation and Urban Yoga, and Galaxy Entertainment ltd that operates Bowling Co, Sports Bar,

F123 and Brew Bar .

PANTALOONS RETAIL (INDIA)

Pantaloon Retail India Limited is India’s leading retail company with presence across

multiple lines of business. Led by Pantaloon Retail, the group operates over 12 million square

feet of retail space in 71 cities and towns and 65 rural locations across India. Headquartered

in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the

Indian stock exchanges. The company owns and manages multiple retail formats that cater to

a wide across section of the Indian society and is able to capture almost the entire

consumption basket of the Indian consumer.

In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a

chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a

hypermarket format that combines the look, touch and feel of Indian bazaars with the choice

and convenience of modern retail.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,

Pantaloon’s in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines

the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience

and hygiene. This was followed by Food Bazaar, food and grocery chain and launch central, a

first of its kind seamless mall located in the heart of major Indian cities.

BIG BAZAAR


Big bazaar is the company’s foray into the world of hypermarket discount stores, the first of

its kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to

two lack products are available under one roof at prices lower by 0 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience, implicit guarantees

and continuous discount offers have helped in changing the face of the Indian retailing

industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local

suburban train.

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which

work on Wal-Mart type economies of scale. They have had considerable success in many

Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It

is a very innovative idea and this hypermarket has almost anything under one roof….Apparel,

Footwear, Toys, Household Appliances and more.

The ambience and customer care adds on to the shopping experience.

“ Is Se Sasta Aur Accha Kahin Nahin !”


Electronics

Electronics


Line

of

business

Line

of

business

FoodFood

GMGM

Books &

Stationary

Books &

StationaryLeisure

& Entertainment

Leisure &

Entertainment

Beauty &

Wellness

Beauty &

Wellness

FashionFashion Home

TLE OF

CONTENTS

Sl. No.ParticularsPa

ge

no.1Introduction6 1.1Industry

profile71.2Company profile 91.3Big

bazaar promise131.4Vision

, mission & core values151.5Board

of director 161.6SWOT Analysis

182Introduction to

marketing202.1Definition

212.2Marketing strategy

222.3Marketing Mix252.4Retailing28

3Introduction to consumer333.1Definition343.2Types

of consumer353.3Mod

el of consumer decision

making373.4Consumer

satisfaction374Research

0bjective415Research

methodology436Limitations497Analysis51Graphical

representation of

data8Conclusion &

recommendation719Bibliography7510Appendice

s77Questionnaireome

Home

TLE OF

CONTENTS

Sl. No.ParticularsPa

ge

no.1Introduction6 1.1Industry

profile71.2Company profile 91.3Big

bazaar promise131.4Vision

, mission & core values151.5Board

of director 161.6SWOT Analysis

182Introduction to

marketing202.1Definition

212.2Marketing strategy

222.3Marketing Mix252.4Retailing28

3Introduction to consumer333.1Definition343.2Types

of consumer353.3Mod

el of consumer decision

making373.4Consumer

satisfaction374Research

0bjective415Research

methodology436Limitations497Analysis51Graphical

representation of

data8Conclusion &

recommendation719Bibliography7510Appendice

s77Questionnaireome

What's in store for you at Big Bazaar?

At Big Bazaar, you will get: A wide range of products at 0 – 60 % lower than the

corresponding market price, coupled with an international shopping experience.

Products available in Big Bazaar

GROUND FLOOR

Plastics, crockery, utensil, cosmetics, health care, body care, skin care, personal care, home

care, food items, oil & ghee, staple food, fruits & vegetable.

FIRST FLOOR

Materials Suiting & Shirting, Textiles, Saris, men’s accessories, Baby Accessories, games

(toys), footwear

SECOND FLOOR

Home decor, lights, furniture, sanitary, Electronics, Luggage, stationary, linen, electrical

accessories

THIRD FLOOR

Fun world, Food court, Star & Sitara saloon

FOOD BAZAAR

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International

supermarket atmosphere with the objective of giving the customer all the advantages of

Quality, Range and Price associated with large format stores and also the comfort to See,

Touch and Feel the products. The company has an aggressive private label with its own

brands of salt, spices, pulses, jams, ketchups, snacks, home care products, personal care


product etc. With unbeatable prices and vast variety (there are 42 varieties of rice on sale),

Food Bazaar has proved to be a hit with customers all over the country.

‘FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets

with a difference. Food Bazaar represents the company’s entry into food retail and is targeted

across all classes of population. Food Bazaar replicates a local ‘mandi’, to provide the much

important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar. Food

Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products, milk

products, juices, tea, sugar, pulses, rice wheat etc, besides fruits and vegetables. All products

are sold below MRP and discounts range between 2% to 20%. Fruits and vegetables are sold

at prices comparable to wholesale prices

1.3. THE BIG BAZAAR PROMISES:

1. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS:

Big Bazaar promises to sell only the original products from the authorized dealers; so that all applicable products carry the original manufacturer’s warranty. To service any product purchased at Big Bazaar, customer can visit the authorized service centre of the manufacturer. The invoice accompanying the product is the warranty document.

2. GUARANTEED DELIVERY:

Big Bazaar guarantees to deliver the exact product that has selected, without defects. In case of receiving a different product, or if the product is damaged in transit, the customer should contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or refunded.

3. SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so we work with banks and payment gateways to ensure that your information is protected. Payments are protected both by it and by the policies of customer’s bank, and the chances of fraud in these channels are actually very low. Big Bazaar openly publishes its office addresses and is part of India’s largest retail company with a presence all over India – so you know how to contact us in person, if required.

4. OUR SIMPLE 7-DAYS RETURN POLICY:

If customer has purchased something at Future Bazaar and the product did not meet its expectations or does not fit to his needs, then it can return the product to us; no questions


asked, as long as it is in its original packaging and accompanied by its invoice. We will even make the return process simple for you – just contact our customer support and we’ll arrange to pick up the product from your home. Alternately, you can drop it off at the nearest Big Bazaar.

5. PROMPT CUSTOMER SUPPORT:

Our customer support is manned by dedicated call centre personnel, who can take decisions and resolve your problems. They are eager to solve your problems and are aware of the processes and means to handle them. In case they cannot solve the problem at their end, they will trigger the required action on your behalf or advise you the best possible method to a successful fulfillment of all your queries/issues. Be assured that when you call us, your call is being taken seriously.

BIG BAZAAR PROMISES...


GROUP VISION:

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer

in the most profitable manner.

GROUP MISSION:

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.

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

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

We shall infuse Indian brands with confidence and renewed ambition.

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

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

be the driving force to make us successful.

CORE VALUES:

Indianans: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.


1.5. BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group

Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in

the textile business.

Mr. Rakesh Biyani, Whole time Director

Rakesh Biyani 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. Vijay Biyani, Whole time Director

Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail

industry and has been actively involved in the financial, audit and corporate governance

related issues within the company.

Mr. Vijay Kumar Chopra, Independent Director

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

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

career spans over 31 years and he has served senior management positions in Central Bank of

India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.


Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal

Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and

past president of Indian merchant Chambers. He is on the Board of several Public Limited

Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd.

etc. He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director

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

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

Dr. D O 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 textiles and

garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai

and Bangalore. He is a renowned consultant specializing in international marketing and

apparel retail management.

Ms. Bala Deshpande, Independent Director

Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the

boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League

Clothing Ltd, among others.

Mr. Anil Harish, Independent Director

Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from

University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd

Bank and Hinduja TMT, among others.


1.6. SWOT Analysis

STRENGTHS

Thorough understanding of the needs of Indian consumers.

Vast range of products under one roof.

Benefit of being pioneer in the Indian retail industry.

Superior quality goods are available at reasonable prices.

Fast growing Indian middle class with reasonably good purchasing power.

It has a good brand name.

WEAKNESSES

High cost of operation due to large fixed costs.

Very thin margin of profit

High attrition rate of employees.

Stiff competition from traditional (unorganized sector)

OPPORTUNITIES

Potential rural markets.

Can enter into production of various products due to its in depth understanding of

customer’s taste and preferences

Scope of expansion in smaller cities as there is a lot of opportunities.


There remains a large future scope for the retail industry in India, as incomes rise and

consumption increases

The opportunity for widening the business all over India because Big Bazaar opens

new stores in untapped markets, such as smaller or second tier cities such as Sangre,

Belgaum and Mysore.

THREATS

Government Policies encouraging the unorganized sector will affect adversely the big

players.

High taxes in India suppress consumption

Smaller specialty shops and informal shops are sometimes able to avoid taxes,

offering lower total prices to customers.


2. INTRODUCTION

TO

MARKETING


THE MARKET

The concept of market is very important in marketing. P.Kotler defines a market as an area

for potential exchanges. Thus a market is a group of buyers and sellers interested in

negotiating the terms of purchase or sale of goods or services.

MARKETING:

Marketing consists of a set of principles for choosing target markets, identifying consumer

needs developing wants, satisfying products and services and delivering value to customers

and profit to the company.

Thus marketing comprises an integrated system of business activities in order to plan, price,

promote, and distribute goods and services to meet consumer needs within the limit of

society.

Definition of marketing:

P.Kotler defines marketing as a set of human activities directed at facilitating and

consummating exchanges. The essence of marketing is exchange of products and the

transaction is to satisfy human needs and wants.

Importance of marketing:

Marketing is recognized as the most significant activity in our society. Our life styles are

continuously affected by a wide range of marketing activities. Marketing alone can put goods

and services we want and need at our doorsteps.

Marketing is a vital connecting link between producers and consumers. Marketing is directly

responsible to maintain the equilibrium between mass production and mass consumption.


2.1. MARKETING STRATEGY

PROCESS FOLLOWED

Segmentation, targeting and positioning together comprise a three stage process.

a. Determine which kinds of customers exist,

b. Select which ones we are best off trying to serve,

c. Implement our segmentation by optimizing our products/services for that segment and

communicating that we have made the choice to distinguish ourselves that way.

1. SEGMENTATION:

Segmentation involves finding out what kinds of consumers with different needs exist. In the

auto market, for example, some consumers demand speed and performance, while others are

much more concerned about roominess and safety. In general, it holds true that “You can’t

be all things to all people,” and experience has demonstrated that firms that specialize in

meeting the needs of one group of consumers over another tend to be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income, gender,

education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbell’s

soup, for instance, has found that Western U.S. consumers on the average prefer spicier soups

—thus, you get a different product in the same cans at the East and West coasts.

2. Another basis for segmentation is behavior. Some consumers are “brand loyal”—i.e. they

tend to stick with their preferred brands even when a competing one is on sale.

3. One can also segment on benefits sought, essentially bypassing demographic explanatory

variables. Some consumers, for example, like scented soap (a segment likely to be attracted

to brands such as Irish Spring), while others prefer the “clean” feeling of unscented soap (the

“Ivory” segment). Some consumers use toothpaste primarily to promote oral health, while

another segment is more interested in breathe freshening.


2. TARGETING:

In the next step, we decide to target one or more segments. Our choice should generally

depend on several factors:-

First:

How well are existing segments served by other manufacturers? It will be more difficult to

appeal to a segment that is already well served than to one whose needs are not currently

being served well.

Secondly:

How large is the segment, and how can we expect it to grow?

Thirdly:

Do we have strengths as a company that will help us appeal particularly to one group of

consumers?

1. Big Bazaar targets higher & middle class customers.

2. Big Bazaar specifically targets working women and home makers who are the primary

decisions maker. It is part of Big Bazaar’s new Guerrilla Marketing Strategy.

3. POSITIONING:

Positioning involves implementing our targeting. Big bazaar is positioning to its targeting

customer, middle class by giving discount offers, working women by monthly saving bazaar

and home makers by providing a wide range of food, non food, fruits and vegetable.



2.2. MARKETING MIX

Main Aspects of Marketing Mix:

The easiest way to understand the main aspects of marketing is through its more famous

synonym of "4Ps of Marketing". The classification of four Ps of marketing includes

marketing strategies of product, price, placement and promotion. The following diagram is

helpful in determining the main ingredients of the four Ps in a marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of goods and related services

that a company offers to its customers.

Product is the most important aspect of marketing mix for manufacturers because products

are the market expression of the company's productive capabilities and determine its ability to

link with consumers. So product policy and strategy are of prime importance to an enterprise,


and product decisions dictate the scope and direction of company activity. Moreover, the

market indicators such as profits, sales, image, market share, reputation and stature are also

dependent on them.

PRICING:

Pricing is basically setting a specific price for a product or service offered. In a simplistic to

the concept of price as the amount of money that customers have to pay to obtain the product.

Setting a price is not something simple. Normally it has been taken as a general law that a

low price will attract more customers. It is not a valid argument as customers do not respond

to price alone; they respond to value so a lower price does not necessarily mean expanded

sales if the product is not fulfilling the expectation of the customers

Generally pricing strategy under marketing mix analysis is divided into two parts: price

determination and price administration.

Price determination is referred to as the processes and activities employed to arrive at a price

for a product including consideration of relative prices of products within the same line, and

differences in price for similar products of differing grades and qualities.

Price administration is referred to as the activities involved in fitting basic prices to particular

sales situations such as geographic locale, functions performed by customers, position of

distribution channel members or special sales situations.


PLACEMENT:

Placement under marketing mix involves all company activities that make the product

available to the targeted customer while planning placement strategy under marketing mix

analysis, companies consider six different channel decisions including choosing between

direct access to customers or involving middlemen, choosing single or multiple channels of

distributions, the length of the distribution channel, the types of intermediaries, the numbers

of distributors, and which intermediary to use based on the quality and reputation .

PROMOTION:

Promotional strategies include all means through which a company communicates the

benefits and values of its products and persuades targeted customers to buy them. The best

way to understand promotion is through the concept of the marketing communication

process. Promotion is the company strategy to cater for the marketing communication process

that requires interaction between two or more people or groups, encompassing senders,

messages, media and receivers


Limitation of Marketing Mix Analysis (4Ps of Marketing)

Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it

is criticized on the point that it caters seller's view of market analysis not customers view. To

tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to address

consumer views:

Product : Customer Solution

Price : Customer Cost

Placement : Convenience

Promotion : Communication

2.3. RETAILING:

“Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non-business use”.

-Philip Kotler

RETAIL STORE: this is a place where all the things are available under a one roof in a

organized manner according to consumer needs.

1. Merchandise assortment

The company was looking for a solution that would bring all of its businesses and processes

together. After a comprehensive evaluation of different options and software companies, the

management at Pantaloon decided to go in for SAP.

Some of the qualities of SAP retail solutions are that it supports product development, which

includes ideation, trend analysis, and collaboration with partners in the supply chain; sourcing

and procurement, which involves working with manufacturers to fulfill orders according to

strategic merchandising plans and optimize cost, quality, and speed–variables that must be


weighted differently as business needs, buying plans, and market demand patterns change;

managing the supply chain, which involves handling the logistics of moving finished goods

from the source into stores and overseeing global trade and procurement requirements; selling

goods across a variety of channels to customers, which requires marketing and brand

management; managing mark-downs and capturing customer reactions, analyzing data, and

using it to optimize the next phase of the design process.

2. Visual merchandising

Visual merchandising supports:-

a. sales

b. retail strategies

c. communicates with customers

d. communicates image

e. supports retailing trends.

Visual merchandising includes:-

A. Interior merchandising

It includes danglers, signage, standees, distribution of pamphlets, which gives details about

the offers.

Display, point of purchase, fixture, equipment and furnishing of store layout

Products packaging and label

B. Exterior merchandising

Advertisement on popular entertainment channels like Star Plus, Sony, Set Max, and Star

One.


Road shows carried out by the Big Bazaar staff with announcements about the offer to make

people aware.

Newspaper ads in almost all the local dailies like The Times of India, on different days

during the period of the offer.

RETAIL PROMOTION MIX

ADVERTISING:

Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of

significance in the national and international markets. With the advent of globalization and

liberalization its imperativeness in the Indian retail sector has increased as a result of

competition, latest technologies, and the rapidly changing consumer lifestyles.

A. Objectives of Advertising:

Fundamental objective: To sell something –a product, service or an idea.

Major Objectives:

1. To promote a new product.

2. To warn the public against imitation of the retailer’s product.

3. To manage competition in the market.

B. Benefits of Advertisements:

1. Advertisement helps in creating awareness among the customer about the existence, price,

and availability of product.

2. Increases the utility of existing products.

3. It educates customer about new product and their diverse uses.

C. Types of advertising:


Informative Advertising:

Purchases of durable products are generally erratic and often too expensive to buy, so the

retailer spends a huge amount on informative advertising.

Classified Advertising:

It refers to messages, which are placed under specific headings and columns in various

magazines and newspapers.

2. PROMOTION:

Promotion can be loosely classified as "above the line" and "below the line" promotion.

The promotional activities carried out through mass media like television, radio, newspaper

etc. is above the line promotion.

The terms ‘below-the-line-promotion’ refers to forms of non-media communication, even

non-media advertising.

Some of the examples of BTL promotions are by exhibitions, sponsorship activities, public

relations and sales promotions like giving free gifts with goods, trade discounts given to

dealers and customers, reduced price offers on products, giving coupons which can be

redeemed later etc.

DISCOUNT DAYS: To increase the sale retail stores has started various discount offer days.

As big bazaar is concern it has big days, PAHLI TARIKH, Wednesday Bazaar, monthly

saving bazaar, power of ten.

3. PERSONAL SELLING:

Persuasive communication between a representative of the company or promoter and one or

more prospective customers, designed to influence the person's or group's purchase decision.


4. PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, its products

or both, that is transmitted through a mass medium at no charge.

5. PUBLIC RELATION:

Public relation is the planned and sustained effort to establish and maintain goodwill and

mutual understanding between an organization and its target customers.

3. INTRODUCTION

TO


CONSUMER

CUSTOMER:

Customer is a person who is willing to buy the product and supported by the enough

monetary power to pay for it. The customer buys a product to fulfill his demand. So, the

customer expects full satisfaction by the product for which he is paying.

CONSUMER:

One that consumes, especially one that acquires goods, services for direct use or ownership

rather than for resale or use in production and manufacturing. A consumer is an end user.

A customer can in turn resell to a consumer.

For example, the customer can be a toy store who buys from a major brand manufacturer of

toy products. The toy store sells to a consumer - the end user.

CONSUMER BEHAVIOUR


Consumer behavior is the study of how people buy, what they buy and why they buy. it

attempts to understand the buyer decision making process, both individually and in groups it

studies characteristics of individual consumers such as demographics, psychographics, and

behavioral variables in an attempt to understand people wants. It also tries to access

influences on the consumer form groups such as family, friends, reference groups, and the

society in general.

Definition of consumer behavior:

The mental and emotional process and physical activities of people who purchase and use

products and services to satisfy their need and wants.

3.2. TYPES OF CUSTOMER:

To understand consumer behavior we need to break down shoppers into five main types:

Loyal customers: They represent no more than 20 percent of our customer, but make up more

than 50 percent of our sales.

Discount customers: They shop out store frequently, but make their decisions based on the

size of our markdowns.

Impulse customers: They do not have buying a particular item at the top of their “to do” list,

but come into the store on a whim. They will purchase what seems good at the time.

Need based customers: They have a specific intention to buy a particular type of item.

Wandering customers: They have no specific need or desire in mind when they come to the

store. Rather, they want a sense of experience or/and community.

If we are serious about growing our business, we need to focus our effort on the loyal

customer, and the merchandise our store to leverage the impulse shoppers. The other three


types of customer represent a segment of our business, but they can also cause us to misdirect

our resources if we put too much emphasis on them.

Let me further explain the five types of customers and elaborate on on what we should we

doing with them.

Loyal customers:

Naturally, we need to be communicating with these customers on a regular basis by

telephone, mail, email etc. these people are the once who can influence our buying and

merchandising decisions. Nothing will make a Loyal customers feel better then soliciting

their input and showing them how much you value it. In my mind, you can never do enough

for them. Many times, the more you do for them, the more they will recommend you to

others.

Discount customers:

This category helps ensure your inventory is turning over and as a result, it is a key

contributor to cash flow. This same group, however, can often wind up costing you money

because they are more inclined to return product.

Impulse customer:

Clearly, this is the segment of our clientele that we all like to serve. There is nothing more

exciting then assisting an impulse shopper and having them respond favorably to our

recommendations. We want to target our displays towards this group because they will

provide us with a significant amount of customer insight and knowledge.

Need Based customer:

People in this category are driven by a specific need. When they enter the store, they will

look to see if they have that need filled quickly. If not they will leave right away. As difficult

as it can be to satisfy these people, they can also become Loyal customer if they are well

taken off.


Wandering Customer:

For many stores, this is the largest segment in terms of traffic, while, at the same time, they

make up the smallest percentage of sales. Keep in mind, however, that although they may not

represent of your immediate sales, they are a real voice for you in the commodity. Many

Wanders shop merely for the intervention and experience it provides them. Since they are

merely looking for interaction, they are also very likely to communicate to others the

experience they had in store. Therefore, although wandering customers cannot be ignored, the

time spent them needs to be minimized.

3.3. BASIC MODEL OF CONSUMER DECISION MAKING

Stage Brief description

Problem recognition The consumer perceives a need and becomes motivated to

solve a problem

Information search The consumer searches for information required to make a

purchase decision.

Alternative evaluation The consumer compares various brands and products.

Purchase decision The consumer decides which brand to purchase.

Post-purchase evaluation The consumer evaluates their purchase decision.

3.4. CUSTOMER SATISFACTION


A customer’s satisfaction is a function of the provider’s perceived performance and the

customer’s expectation.

Customer satisfaction, is a measure of how products and services supplied by a company

meet or surpass customer expectation.

Customer Satisfaction in 7 Steps

It's a well known fact that no business can exist without customers. In the business of

Website design, it's important to work closely with your customers to make sure the site or

system you create for them is as close to their requirements as you can manage. Because it's

critical that you form a close working relationship with your client, customer service is of

vital importance. What follows are a selection of tips that will make your clients feel valued,

wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you're

not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,

though, it does get easier over time. It's important to meet your customers face to face at least

once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with someone

they've actually met in person, rather than a voice on the phone or someone typing into an

email or messenger program. When you do meet them, be calm, confident and above all, take

time to ask them what they need. I believe that if a potential client spends over half the

meeting doing the talking, you're well on your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response

to an email or phone call. It might not always be practical to deal with all customers' queries

within the space of a few hours, but at least email or call them back and let them know you've


received their message and you'll contact them about it as soon as possible. Even if you're not

able to solve a problem right away, let the customer know you're working on it.

A good example of this is my cell phone. They've had some trouble with repairing my

handset which was in warranty period. Due to some parts problem they was not able to give

me on time. At every step I was called and told exactly what was going on, why things were

going wrong, and how long it would be before they will give my cell phone back. They also

apologized repeatedly, which was nice. Even they took time to keep me informed, it didn't

seem so bad, and I at least knew they were doing something about the problems. That to me

is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very

true. It's very important to be friendly, courteous and to make your clients feel like you're

their friend and you're there to help them out. There will be times when you want to beat your

clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you

keep a clear head, respond to your clients' wishes as best you can, and at all times remain

polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined customer

service policy is going to save you a lot of time and effort in the long run. If a customer has a

problem, what should they do? If the first option doesn't work, then what? Should they

contact different people for billing and technical enquiries? If they're not satisfied with any

aspect of your customer service, who should they tell?

There's nothing more annoying for a client than being passed from person to person, or not

knowing who to turn to. Making sure they know exactly what to do at each stage of their

enquiry should be of utmost importance. So make sure your customer service policy is

present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')


Have you ever received a Happy Birthday email or card from a company you were a client

of? Have you ever had a personalized sign-up confirmation email for a service that you could

tell was typed from scratch? These little niceties can be time consuming and aren't always

cost effective, but remember to do them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's something.

It shows you care; it shows there are real people on the other end of that screen or telephone;

and most importantly, it makes the customer feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of

understanding with your clients will do wonders for your working relationship.

Take this as an example: you're working on the front-end for your client's exciting new

ecommerce Endeavour. You have all the images, originals and files backed up on your

desktop computer and the site is going really well. During a meeting with your client he/she

happens to mention a hard-copy brochure their internal marketing people are developing. As

if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high

resolution versions of all the images you've used on the site. A note accompanies it which

reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you

with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make

use of some in your brochure."

Your client is heartily impressed, and remarks to his colleagues and friends how very helpful

and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair

drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will

send several referrals your way.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when you

promise something, deliver. The most common example here is project delivery dates.


Clients don't like to be disappointed. Sometimes, something may not get done, or you might

miss a deadline through no fault of your own. Projects can be late, technology can fail and

sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll

be ready ASAP wouldn't go amiss.

Conclusion

Customer service, like any aspect of business, is a practiced art that takes time and effort to

master. All you need to do to achieve this is to stop and switch roles with the customer. What

would you want from your business if you were the client? How would you want to be

treated? Treat your customers like your friends and they'll always come back.


4. RESEARCH

OBJECTIVE

Main objective of the study is to find out the buying behavior of the customers.

Some extensive objectives are

1. To determine the current status of Big Bazaar.

2. To find out the customers response towards Big Bazaar.

3. To study the satisfaction level of customers in different attributes of Big Bazaar.

4. To know the catchment area of the store

5. To identify the frequency of customer visit


6. To give some idea to Big Bazaar that will give an edge to make customer services more

better.

Other objectives are:

1. To relate various concepts studied in first two semesters to a real organizational

environment

2. To build up confidence and improve adaptability

3. To understand Retail & Marketing concepts better

4. How to interact with different categories of people

5. To understand the corporate world and its life

5. RESEARCHAcharya Institute of Management & sciences, Bangalore Page 42

METHODOLOGY

Technology and customers tastes and preferences play a vital role in today’s generation.

Research Methodology is a set of various methods to be followed to find out various

information regarding market strata of different products. Research Methodology is required

for every industrial service industries for getting acquire knowledge of their products.

PERIOD OF STUDY:

This study has been carried out for a maximum 45 days.

AREA OF STUDY:


The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment and imagination for which there can be no

mechanical substitutes.

This study was done in big bazaar which is situated in bansankari, Bangalore.

SAMPLING:

Sampling is the process of selecting units (e.g., people, organizations) from a population of

interest so that by studying the sample we may fairly generalize our results back to the

population from which they were chosen.

SAMPLING METHODS

Before an organization conducts primary research it has to be clear which respondents it

wishes to interview. A company cannot possibly interview the whole population to get their

opinions and views. This simply would be too costly and unfeasible. A sample of the

population is taken to help them conduct this research. To select this sample there are again

different methods of choosing your respondents, a mathematical approach called 'probability

sampling' and a non- mathematical approach, simply called 'non-probability sampling'. Let’s

look at these in a little more detail.

PROBABILITY SAMPLING METHODS –

A mathematical chance of selecting the respondent

Simple Random Sampling

With this method of sampling the potential people you want to interview are listed e.g. a

group of 100 are listed and a group of 20 may be selected from this list at random. The

selection may be done by computer.


Systematic samples

Out of the 100 people we talked about above, systematic sampling suggests that if we select

the 5th person from the above list, then we would select every 5th, 10th, 15th, 20th etc. The

pattern is the every consecutive 5th. If the 6th person was selected then it would be every

consecutive 6th.

Multi-Stage Samples

With this sampling process the respondents are chosen through a process of defined stages.

For example residents within Islington (London) may have been chosen for a survey through

the following process:

Throughout the UK the south east may have been selected at random, ( stage 1), within the

UK London is selected again at random (stage 2), Islington is selected as the borough (stage

3), then polling districts from Islington (stage 4) and then individuals from the electoral

register (stage 5).

As demonstrated five stages were gone through before the final selection of respondents were

selected from the electoral register.

N0N PROBABLITY SAMPLES:

Convenience Sampling

Where, the researcher questions anyone who is available, this method is quick and cheap.

However we do not know how representative the sample is and how reliable the result.

Quota Sampling

Using this method the sample audience is made up of potential purchasers of your product.

For example if you feel that your typical customers will be male between 18-23, female


between 26-30, then some of the respondents you interview should be made up of this group,

i.e. a quota is given.

Dimensional Sampling

An extension to quota sampling, the researcher takes into account several characteristics e.g.

gender, age income, residence education and ensures there is at least one person in the study

that represents that population. E.g. out of 10 people you may want to make sure that 2

people are within a certain gender, two a certain age group who have an income rate between

£25000 and £30000, this will again ensure the accuracy of the sample frame again.

SAMPLING PROCEDURE:

The random sampling is done because any probability sampling procedure would require

detailed information about the universe, which is not easily available further, it being an

exploratory research.

SAMPLING SIZE: The sampling size of the study is 150 users.

DATA:

The term data refers to groups of information that represent the qualitative or quantitative

attributes of a variable or set of variables. Data are typically the results of measurements and

can be the basis of graphs, images, or observations of a set of variables. Data are often

viewed as the lowest level of abstraction from which information and knowledge are derived.

Raw data refers to a collection of numbers, characters, images or other outputs from devices

that collect information to convert physical quantities into symbols, that are unprocessed.

DATA COLLECTION:

PRIMARY DATA:


http://en.wikipedia.org/wiki/Character_(computing)

http://en.wikipedia.org/wiki/Number

http://en.wikipedia.org/wiki/Abstraction

http://en.wikipedia.org/wiki/Image

http://en.wikipedia.org/wiki/Graph_(data_structure)

http://en.wikipedia.org/wiki/Variable_(mathematics)

Data is collected from various customers through personal interaction. Data is collected by

survey, formal discussion and observation with different respondents.

SURVEY METHOD: Data are usually collected through the use of questionnaires. The data

is collected by mean of simple survey done in the retail store of the customers.

OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool.

Looking at how consumers select products may yield insights into how they make decisions

and what they look for. Observing consumers, tells about:-

What is he looking in the product?

Is he brand loyal?

Is he more or less price sensitive?

Is he more interested in packaging, manufacturing, etc

Observation may help us determine how much time consumers spend comparing prices, or

whether nutritional labels are being consumer.

SECONDARY DATA:

Secondary data was collected through internet sources, research papers, and published reports

by various institutions.

RESEARCH DESIGN –

The research work is exploratory in nature, and is meant to provide the basic information

required by research objectives. It is a preliminary study based on primary data and the

findings can be consolidated after a detailed conclusive study has been carried out.



6. LIMITATION

Preparation of a project report and concluding a research is a whole process which is carried

out in a number of steps. Therefore throughout the whole process of research there are a

number of difficulties encountered by researcher, at every step. In the present study we may

assume following limitation.

Data don’t represent entire population behavior.

It is very difficult to measure perception by means of mathematical calculation.

This research was done in Bangalore city only hence this Conclusion is valid only for

Bangalore.


It was assumed that respondent have the knowledge about big bazaar but if he do not

have proper knowledge then result may come wrong.

The respondent view point on the study/questionnaire purely judgment and may be

induced by other reasons also.


7. ANALYSIS

1. AGREE WITH PUNCH LINE

As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar match

this?

TABLE 1. SHOWING AGREE WITH PUNCH LINE.

No. of respondant Percentage

YES 104 69.33

NO 46 30.66


Inference:

From the above table it is clear that the 69.33% majority of respondent agree with the punch

line and 30.66% not agree with big bazaar punch line.

2. STATE-OF-ORIGIN OF RESPONDENTS:

Table 2. Showing the state-of-origin of respondents……….

No. Region No. of Respond Percentage

1 Karnataka 53 35.33

2 Tamil Nadu 13 8.6

3 AP 20 13.33

4 Kerala 14 9.3

5 North India 60 40


Inference:

From the above table it is clear that the 40% majority of respondent belongs to north India,

and 35.33% customer belong to Karnataka where store is located and remaining 13.33%(AP),

9.3%(Kerala), 8.6%(Tamil Nadu).Here one thing which, I would like to add is that,

respondents who is belonging to other then these five regions like west Bangal I have add that

in north India, so due to that north India may have major part. And

3. AWARENESS ABOUT THE REGION SPECIFIC PRODUCTS

Table 3

No. of Respondents Percentage

Aware 57 38

Not aware 93 62


Inference:

From the above table it is clear that the only 38% customer are aware about the region

specific product and 62% majority of respondent is not aware about the region specific

product. Big bazaar is trying to come with some region specific product but there is a need of

advertise such product..

4. BILLING SIZE

Table-4

Billing Value No. of respondent Percentage

Less than 500 34 22.66

500-1500 65 43.33

1500-3000 39 26

3000-5000 10 6.66

Above 5000 2 1.33


Inference:

From the above table it is clear that 43.33% majority of people are having their billing size

between 500 to 1500 for shopping at big bazaar and 26%people are having 3000-5000.

5. RATING FOR THE STORE

5.1. ABOUT PRICE

Table-5

Rating No. of respondent Percentage

Very good 14 2.66

Good 89 59.33

Average 45 30


Bad 2 1.33

Inference:

From the above table it is clear that 59.33% majority of customers think that the price is

reasonable and 9% customer think that price is very reasonable and remaining 30% think that

prices are fairly reasonable only 1.33% think that the price is bad.

5.2. ABOUT QUALITY:

Table-6


Very good 10 07%

Good 73 48%

Average 61 40%

Bad 08 05%


Inference:

From the above table it is clear that 48% majority of customers think that the quality of

products is good and 5% of customers think that quality is bad, but still there is a need to

improve the quality because only 7% customer thinks that quality is very good and we should

know that quality plays an important role for the product.

5.3. ABOUT AVAILABILITY

Table-7


Very good 35 23.33%

Good 64 42.66%

Average 38 25.33%

Bad 13 08.66%


Inference:

From the above table it is clear that 42.66% majority of customers think that the product

availability is good and 8.66% of customers think that the product availability is bad.

5.4. ABOUT DISCOUNT OFFERS:

Table-8


Very good 39 24.52%

Good 71 44.65%

Average 46 28.93%

Bad 3 01.88%


Inference:

From the above table it is clear that 44.65% majority of customers think that the discount

offers are good and 1.88% of customers think that discount offers are bad. Here 24%

customer thinks that discount offers are very good which is a good thing for Big Bazaar.

5.5. ABOUT PRODUCT DISPLAYS:

Table-9


Very good 25 16.66%

Good 103 68.66%

Average 18 12%


Bad 4 02.67%

Inference:

From the above table it is clear that 68.66% majority of customers think that the product

display is good and 2.67% of customers think that product displays is bad.

5.6. ABOUT STAFF BEHAVIOUR:

Table-10


Very good 25 16.66%

Good 76 50.66%

Average 38 25.33%

Bad 11 07.33%


Inference:

From the above table it is clear that 50.66% majority of customers think that the staff

behavior is good and 7.33% of customers think that behavior is bad, but we can’t ignore this

because for the retention of the customer it is an important factor.

5.7. ABOUT BILLING SPEED:

Table-11


Very good 10 07.40%

Good 32 23.70%

Average 75 55.55%

Bad 18 13.33%


Inference:

From the above table it is clear that 55.55% majority of customers think that the billing speed

is average and 13.33% of customers think that it is bad so there is a need to increase the cash

counter specially on the business days. Here if a customer wants to purchase few items then

he will think, not to come because now nobody has time for waiting for the billing.

5.8. ABOUT STORE ENVIRONMENT:

Table-12


Very good 21 14%

Good 95 63.33%

Average 31 20.67%

Bad 3 02%


Inference:

From the above table it is clear that 63.33% majority of customers think that the store

environment is good and 2% of customers think that store environment is bad.

6. CUSTOMER PREFERENCE ABOUT VARIOS ATTRIBUTES:

Table:13

Attributes/Rank 1st 2nd 3rd 4th 5th

Brand 29 19 18 41 43

Price and discount 23 21 67 16 23


Quality & Value for

Money

20 70 18 26 16

Durability & After sales

service

15 14 17 53 51

Need 63 26 30 14 17


Inference:

Customer preference about attributes while shopping, Analysis shows that 42% of

respondents has given 1st preference to need and following by 19.33% (brand), 15.33%

(price), 13.33% (quality), 10% (durability).

2nd preference 46.66% (quality), 17.33% (need), 14% (price), 12.66% (Brand) and 9.33%

(durability)

3rd preference 44.33% (price), 12% (brand), 12% (quality), 11.66% (durability), 10% (need)

4th preference 35.33% (durability), 27.33% (brand), 17.33% (quality), 10.66% (price) and

9.33% need

5th preference 34% (durability), 28.66% (Brand),15.33% (Price) 11.66% ( need), 10.66%

(quality)


7. FREQUENCY OF VISITING BIG BAZAR

Table-14

FREQUENCY

OF VISITING Weekends Wednesday

Once in 15

days

once in a

month Any time

NO. OF

RESPONDENT 45 15 23 27 40

PERCENTAGE 30% 10% 15.33% 18% 26.67%

Inference:


From the above table it is clear that 30% of customers visit frequently on weekends and 10%

of customer visit on Wednesday. Here may be one thing that the customer who visit once in

15 days or once in a month, he can also come on weekends and Wednesday also.

8. MEDIUM FOR KNOWING THE OFFERS:

Table-15

Medium No. of Respondents

News Paper 86

Word of mouth 32

Hoardings 5

Announcement in store 19

Pamphlets distributed 0

TV/radio 10


Inference:

From the above table it is clear that news paper is the most effective medium of knowing the

offers and word of mouth is also calculative factor. Here, advertisement in news paper is in

the hand of management of big bazaar so there is a need to advertise in news papers more and

more.

9. AVERAGE TIME SPENDING FOR SHOPPING AT BIG BAZAAR

Table-16

Distance No. of Respondents Percentage

Less than 2 km 52 34.66

2-5 km 50 33.33

5-10 km 45 30

More than 10 km 18 12


Inference:

From the above table it is clear that 34.66 percent customer live within 2 km area, 33.33%

live in 2-5km and 30 percent live in 5-10km. so ther is not a big difference in the percentage

of customers staying, we can say that till 10 km, big bazaar is able to pull the customers.

10. OTHAR STORE VISITING BY THE CUSTOMER

Table-17

Store No. of respondents Percentage

Mega mart 52 17

Reliance fresh 105 35

Food world 38 13

Total 27 9

More 50 17


Others………. 28 9

Inference: From the above table it is clear that 35% majority of customer visit or shops from

reliance fresh, so it is the major competitor for big bazaar and for food bazaar mostly, behind

it the region may be reliance fresh stores are located every where and second major

competitor are mega mart and more because mega mart store is also located near to big

bazaar, Bansankari so customer who visit the big bazaar can go for that.

11. AGE OF THE CUSTOMER

Table- 18

AGE IN YEARS

Less than 20

Between 20 to

30

Between 30 to

40 Above 40

NO. OF

RESPONDENTS 26 60 50 15

PERCENTAGE 17.33% 40% 32.66% 10%


Inference:

I met with people having different age groups. The people that I have met most belong to age

group 20-30 years and having 40% and people belonging to age group above 40 years is

having least 10%. People in the age group of 30-40 years is having 33%


8. CONCLUSION

AND

RECOMMENDATIONS

Conclusions followed by recommendations form the basis of the report more solid. The

conclusion proves the analysis that is carried out in the report and on the basis of these

conclusions, recommendations are given.

During the course of the study it was found that big bazaar is lacking popularity due to the

less concentration on the management of customer data base.

In the survey and analysis it was found that the Buying Behavior of the customers depends on

variety of factors like Need, Cost, Quality, Durability, Product range and some other factors.


Advertisements

The organization should also concentrate upon the Advertisement strategies and

should come up with the innovative ads.

Name recall amongst the Consumer Categories is low because of less frequency of the

TV advertisements.

The organization should have customer data base so that information about offers can

be conveyed to the customer and customer segregation can also be done.

The Retailing industry is booming. In order to tap the potential market, the Company

can advertise in a magazine named like ‘Daily news record’. This will help in

showcasing the products of the magazine. This can add an extra spice to sales.

Place

Food bazaar has less stores in comparison to Reliance fresh. So increasing the stores

increase the availability in the market because a customer wants to purchase food

items mostly near to the home. We can see the traffic problem in city so he do not

thinks well to go far for daily required items.

Human Resource

The organization should concentrate on human Resources, training & development. It

should provide proper training to the staff and as well as to the promoters because

promoter who are in the store they are also the part of organization. They should have

proper communication skill, product knowledge and they should also be aware about the

sections which are in store so that they can response to the customer easily.


If a new promoter comes then company should give a small brief about the rule and

regulation before sending him/her on the floor.

Product

Organization should focus on the availability of the product which is demanded by the

customer more or less instead of focusing on the profitable brands only.

As big bazaar is known for cheaper and better but there is a need to increase the quality.

For example, fashion department has not too much quality garment.

Prize & promotion

Company should focus on their Price. It should know the competitors price and

according to that there should be a proper action to decide the price and discount

offers.

Customer services

On the weekends mostly, there is long queue for the billing which takes a huge time

so there should be an increment in the number of cash counters.

From the analysis it is clear that more than 50% customers live within 5km area, so if

it possible big bazaar should increase its home delivery distance.

On the business days again it is seen that there is a queue in front of lift so there is a

need to solve the problem by using escalator or big size lifts because due to this

customer do not want to go on the above floor and these floor are having high value

product.



9. BIBLOGRAPHY

BOOKS:

KOTLER PHILLIP,KELLER KELVIN

Marketing Management, Pataparganj, Delhi, Dorling Kindersley(India) Pvt.Ltd , 2007,

KUMAR ARUN AND MEENAKSHI N


Marketing Management, Naraina, New Delhi, Excel Books Pvt. Ltd.

Consumer behavior, produced by excel books pvt. Ltd. For AIMA-CME

INTERNET:

www.financialexpress.com/news/Future-Group-to-hive-off-Big-Bazaar/

www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp

www.thehindubusinessline.com/iw/2005/12/25/stories/


http://www.thehindubusinessline.com/iw/2005/12/25/stories/

http://www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp

10. APPENDICES

QUESTIONNAIRES

1. As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar match this? a. yes b. no

2. Which native (state) do you belong ?a. Karnataka b. Tamil Nadu c. AP d. Kerala e. North India


3. Are you aware about your Region specific product which is available in store? a. yes b. noIf yes, what you purchase ………………………………………………………………………………………………..

4. How much on average do you spend on your planned shopping (one time) at big bazaar?a. less than 500 b. Rs.500-1500 c. Rs.1500-3000 d. Rs3000-5000 e. Rs5000 and above

5. How would you rate the following in our store?

Very good Good Average Bad

a. Prices

b. Quality

c. Availability d. Discount offers

e. Product displays

f. Staff behavior

g. Billing speed

h. Store environment

6. Features you look in a product before making purchase ? Give preferences (1-Highest, 5- least)

Brand Price and Discount Quality & Value for money Durability and After sales service Need

7. How frequently do you visit our store?a. Weekends b. Wednesday C. Once in 15 days


d. Once in a month e. Any time

8. How do you come to know about the offers?a. Newspapers b. Word of mouth c. hoardingsd. announcement in store e. pamphlets distributed f. TV/radio

9. How much time do you spend for shopping in Big-bazaar ?a.1 hour b.1-2 hours c. 2-3 hours d. more than 3 hours

10. How much distance do you travel to come here ?a. less than 2 km b. 2-5 km c. 5-10km d. more than 10 km

11. What other store do you visit other then big bazaar? (you can choose multiple opt.)

a. mega mart b. Reliance fresh c. food world d. Total e. more f. other………………

Anything you found better than big bazaar there……………………………………………… ………………………………………………………………………………………………….

12. What attracts you for shopping at big bazaar ?

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

13. Any suggestion to service you better. …………………………………………………………………………………….………….……………………………………………………………………………………………………..

-------------------- Tell us a little more about your self ------------------------

Name…………………………………………. age……… sex: M/F……………………. Mob no…………………................ Occupation…………………………..............................

Monthly family income…………………………………………………………………………


Big Bazaar

Documents

consumer behavior

bangalore page

consumer satisfaction

project report

india management association

bangalore date

weakness of big bazaar

companys consumer relations