A REPORT ON CUSTOMER BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR, CHENNAIPROJECT REPORT Submitted to the SCHOOL OF MANAGEMENT In partial fulfilment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINSTRATION By NISSAR MOHAMED.S (3511010477) Under the guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY, KATTANKULATHUR 603 203 MAY 2012 I
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Consumer Behaviour and Perception Towards Big Bazaar in Chennai
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8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
I hereby declare that the project report entitled “A REPORT ON CUSTOMER
BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI.” submitted to
SRM School of Management in partial fulfilment of the requirement for the award of the Degree
of Master of Business Administration, is a record of the original research work done under the
supervision and guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor, SRM School of
Management, SRM University, Chennai and that it has not formed the basis for the award of anydegree / associate ship / fellowship of other similar title to any candidate of any university .
Place: CHENNAI
Date: Nissar Mohamed. S
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Defining a new consumer culture, retailing beats everything else hollow. Though
still at a nascent stage, the rate at which retail outlets are mushrooming could give an
amoeba a complex. From supermarkets and hypermarkets to department stores and
convenience stores and one-stop shops, a retailing wave is currently on in the country.
And from food to music and apparel to tea and coffee bars, companies of all hues are
indulging in retail speak.
Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253
crore today, with a potential to expand to Rs 235,000 crore by 2015.
The Indian consumer initially accepted everything that was offered to them but
from the nineties the trend changed and the market became more consumers driven.
Consumers became more specific about what they wanted and did not pick up anything
and everything that was given to them. In shot they became very choosy and needed
alternatives to choose from. These in turn made the Indian consumers more
knowledgeable about the products and facilities and they have now become tough
critics, savvy, purchasers, value driven spenders and practical thinkers when it comes
to shopping. The demand for their time at work and home has made the consumersextremely selective about how they would spend their limited time on shopping.
The rate of growth in India has gradually picked up in the last two decades.
Growth prospects apart, India's very size acts as the fourth largest economy in the
world. It is also the second most populous nation in the world. This clearly indicates that
within the broad picture of a developing nation, there are segments to represent big
enough to represent large markets for organized retail.
Due to the increasing demand of consumers for variety and convenience under
one single roof and the concept of shopping malls started taking shape in India. Though
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
the concept of shopping malls came from the west, when it was introduced in India is
was according to Indian taste and preferences.
Shopper's stop was the first Shopping mall to start in India. It was promoted by
Mr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri,Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caught
on and has now been very well excepted by the masses.
In India there are a number of large towns and the population in these towns is
also very high. This acts as a very important factor to attract the large retailers in
venturing into these towns. In the ascending traffic congestion levels, the net result is
over crowded towns and parking hassles, One-stop shops have become the places of
choice in such a scenario. There has been an explosion of branded goods as a corollary
to the receptive conditions created by The new trend; For example: In the eighties there
was only one brand of salt available in the Indian market but today there are many
brands that are available. Garments, cosmetics, shoes, etc are no way different as a
number of brands have entered into the market.
Indian Retailing - On to Generation Mall:
The changing structure of the industry is in response to global forces. There is a
perspective of the existing opportunities and the future potential areas across various
segments of the retail industry. While this sector hasn't yet been thrown open to foreign
investments, the potential for the same in the future is huge. Technology is playing an
increasingly crucial role for the success of a retail venture. Retailers are scrambling to
tap the vast consumer information at their disposal using technological advancements.
The section on such initiatives in the Indian retail scenario is a must for any potential
entrant and for majors in the software industry wanting to tap the potential in thisindustry.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase
to 715 by 2015.
The mall mania has bought in a whole new breed of modern retail formats across the
country catering to every need of thevalue-seeking Indian consumer. An
average Indian would see a mall as a
perfect weekend getaway with family
offering them entertainment, leisure,
food, shopping all less than one roof.
FDI up to 51 per cent is allowed, with
prior Government approval for retail
trade in ‘Single Brand’ products with
the objective of attracting investment,
technology and global best practices
and catering to the demand for such branded goods in India (KPMG Research Group).
COMPANY PROFILE
Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are
now 152 Big Bazaar stores in 90 cities and towns across India. Big Bazaar was started
by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail India. Though
Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and
general merchandise, over the years Big Bazaar has included a wide range of products and
service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar,Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was
from Saravana Stores, a local store in T. Nagar, Chennai The stores are customized to provide
the feel of mandis and melas while offering the modern retail features like Quality, Choice and
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Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known
as the "Indian Walmart". On successful completion of ten years in Indian retail industry, in 2011,
Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the
earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.
OPERATIONS
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city
centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range
of categories led primarily by fashion and food products. Food Bazaar, a supermarket format was
incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in
independent locations. A typical Big Bazaar is spread across around 50,000 square feet
(4,600 m2
) of retail space. While the larger metropolises have Big Bazaar Family centersmeasuring between 75,000 square feet (7,000 m 2) and 160,000 square feet (15,000 m 2), Big
Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m 2). Big
Bazaar has the facility to purchase products online through its official web page, and offers free
shipping on some of their products.
STATEMENT OF THE PROBLEM
Understanding shopping behaviour is in shopping malls is one of the greatest
problems of the marketer. He has to fine tune his marketing mix strategies according to
the market needs. For this an in depth Analysis is necessary to understand the
shopping behaviour.
Big Bazaar one of the well-known shopping malls in the city of Chennai has a
different kind of marketing strategy as compared to others. In this background an
attempt is made to understand the marketing mix strategies of Big Bazaar from
customers' point of view.
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Secondary data is the information which already exists. Secondary data is
collected from journals, magazines, books, dissertations etc. The secondary data for
this research was obtained from company profile, corporate magazines, corporatebroachers, websites, journals etc. Various books and other published matter were also
referred to for sorting, tabulating and analysing the raw data collected. Very little
research specific data was available; hence much emphasis was given to primary data.
RESEARCH APPROACH
Survey method was adopted in order to collect the primary data required for the study.
RESEARCH INSTRUMENT
Questionnaire was designed with open-end and close-end questions. The
Questionnaire was designed in such a manner so as to cater to all the areas and
aspects of the study.
SAMPLING PLAN
1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the sampling unit.
2. SAMPLING SIZE: The sampling size was 100.
3. SAMPLING PROCEDURE: Random Sampling
DATA ANALYSIS
Simple statistical tools such as averages, ranking, means etc. are used. Graphs
and charts are also used to have a better pictorial understanding.
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Incorporated in October 1987, Pantaloons ranks amongst the top five retailers in
India.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Man's
Wear Private Limited under the stewardship of Mr. Kishore Biyani. The Company wasconverted into a public limited company on September 20, 1991 and on September 25,
1992 the name was changed to Pantaloon Fashions (India) Limited and the same time it
went public and today it has approximately 14,000 shareholders. It later changed its
name to Pantaloon Retail (India) Limited on 7th July 1999.
From a humble beginning in 1987, Pantaloon as today evolved as a leading
manufacturer-retailer in the country with 12 Pantaloon stores and 6 hypermarkets
operational across the country. It has been a remarkable journey for PRIL as its evolved
from a manufacturing to a completely integrated player controlling the entire value
chain.
CORPORATE MISSION
"We share the vision and belief that by improving our performance through
innovative spirit and dedication, we shall serve our customers and stakeholders
satisfactorily."
PRIL believes that unconventional and innovative thinking will be the key ingredients to
attain leadership in the emerging retail sector where the rules of the game are still
evolving. Whereas serving the customers satisfactorily is the core focus, the company
also believes in adequately rewarding its shareholders though concerted efforts on
reducing cost and improving profitability. To implement the corporate mission, PRIL has
penned a well thought of corporate strategy and policy which will ensure rapid growth in
the coming years. This strategy can be best described in the following words 'Rewrite
Rules Retain Values'.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
The core value of company is INDIAN-NESS. We believe in ourselves. The
company is developing the Indian model of retailing since the customers here have
unique culture and value systems and hence it targets the family as customer ratherthan Individual and offers products of Indian taste, and a combination of own category
and shop-in-shop category and hence was born “the retailer partnering with small time
shop keeper” concept.
Some of the major milestone achieved by the company in its life span of 14 years is
enumerated below:
MAJOR MILESTONESCOMPANY INCORPORATED 1987-88
THE PANTALOON TROUSER - India's first formal trouser
brand launched
1987-88
BARE - Indian Jean brand launched 1989-90
JOHN MILLER- Shirt inspired by America - Formal shirt in
popular segment launched
1993-94
Distribution of branded garments through multi-brand retail
outlets across nation and exports of garments
1993-94
THE PANTALOON SHOPPEE - Exclusive menswear store
in franchisee format launched across nation
1993-94
PANTALOONS - India's Family Store launched 1997-98
BIG BAZAAR - Isse se sasta aur acha kahi nahi! - Indian
Hypermarket launched
2001-02
FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan - chain
Big bazaar is the hypermarket discount store imitative of the company
commissioned to address the discount and bargain hunting tendencies of the Indian
shopper. Big Bazaar chain houses everything that one may need in house, under oneroof, at the lowest prices. It sells all items either branded or unbranded. This includes
clothing, apparel, home textiles & furnishing, white goods, provisions; etc. The
merchandise will either be a part of Big Bazaar goods or will be a part of the shop-in-
shop. Big Bazaar, Pantaloon promises 'more for less', addressing a wider range of
product lines which are of interest to the mass market. The high service levels, good
ambience and implicit guarantees make shopping at Big Bazaar a worry-free
experience. Essentially this hypermarket concept is well on its way to changing the very
face of the Indian retailing industry.
Products available a Big Bazaar:
Apparel and Accessories for Men, Women and Children, Sarees, Linens,
Frequency of shopping also depends also upon aspects like age and gender. In
simple words what is to be purchased has a great impact on when it is to be purchased.The above table analyses the frequency of visiting Big Bazaar. Accordingly majority of
them regularly visit once a month (41%), 17% of them visit only on special occasions,
15% were either first time visitors or fortnightly visitors. Between the age groups it is
observed that the frequency of visit increases with the increase in age. Above 40yrs has
maximum frequency of visit i.e. 43% monthly and 27% fortnightly. As far as the younger
generation is concerned majority visit during special occasions (27.3%). In case of
gender the men visit more frequently except in case of fortnightly where 74% of females
visit against none in case of men. It is inferred that that most of the respondents visit big
bazaar at least once a month with middle aged men being the main visitors.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
Different individuals prefer to shop on different days. To support the statement
the above table analyses the frequency of shopping day based on the preference of the
respondents. Accordingly majority of them prefer to shop during weekends (51%),followed by 41% not having any fixed day and are comfortable to shop on any day and
8% of the respondents prefer to shop on weekdays. Between the age groups the young
adults (20yrs-30yrs) and older generation prefer weekends over anytime. Where as
teenagers and middle aged have no shopping day preference. Between the genders the
men prefer to shop during weekends (54.4%) and the women have no shopping day
preference (43.8%). It is inferred that weekends are preferred over weekdays and
middle aged men are the main visitors.
CHART-2 PREFERENCE OF SHOPPING DAYS
22
45
26
7
0
5
10
15
20
2530
35
40
45
50
SHOPPING DAYS Weekdays Weekends Anytime
Preference
N o .
o f R e s p o n d e n
t s ( % )
SHOPPING DAYS Weekdays Weekends Anytime
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The people who accompany the customer are highly influential on the customer
shopping behaviour. The above table analyses the company preferred by the
respondents. Accordingly it can be observed that most of the respondents (46%) preferto shop with friends followed by 25% of the respondents who prefer to shop with their
spouse, 13% with children and 10% and 9% of the respondents prefer to shop with
relatives and parents respectively. There are a small percentage of respondents who
preferred to shop alone (4%). On the bases of age, a high percentage of respondents
below the age of 30 prefer to shop with friends (63.6% and 66.7%), between the age
group 30-40, the respondents prefer to shop with their spouse (69.2%), whereas
respondents above the age of 40 prefer to shop with their children (71%). On the basis
of gender there is not much difference between men and women in case of spouse and
friends, but it can be seen that men prefer to shop with parents and relatives over
women who prefer to shop with children. Hence it is inferred that a high percentage of
respondents prefer to shop with friends followed by spouse in most of the cases.
CHART-4 ACCOMAPNIED BY
0
5
10
15
20
25
30
35
40
45
50
Spouse Parents Children Friends Relativ es A lone
Male Female
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The customers' perception is very vital for any organisation, if it is positive it is
beneficial. The above table analyses the customers' perception towards Big Bazaar.
27% of the respondents find Big Bazaar value for money, 15% are satisfied with thevariety of products, 11% are happy with the promotional offers, 9% think it is a good
store and 7% are satisfied with the quality of the products, 3% of the respondents were
unhappy with the long queues. It is inferred that the respondents have a positive image
about Big Bazaar. Most of them are satisfied with the price variety and promotional
offers, a few were not happy with the long queues at the billing section.
CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR
0
5
10
15
20
25
30
B i g S t o r e
Q u a
l i t y
V a
l u e
F o r
M o n e y
V a r i e
t y
P r o m o
t i o n a
l
O f f e r s
G o o
d
P r o v
i s i o n s
L o n g
Q u e u e s
O t h e r s
N o
C o m m e n
t s
Big Store Quality Value For Money Variety
Promotional Of fers Good Provisions Long Queues
Others No Comments
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People’s expectation varies from different aspects of the store. The above table
indicates the factors influencing the shopping behaviour. Accordingly quality, variety,employee behaviour and price are the most important factors (in that order) while
shopping, and store layout, location and exchange facilities are the least important
factors in that order.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
The above table analyses the customer expectation on the basis of age. It is
seen that the teenagers and old people have similar preferences i.e. price, quality and
employee behaviour are the most important followed by variety and staff knowledge.Whereas among the middle aged quality, variety and employee behaviour are more
important than the price. Store layout, exchange facilities and location take a back seat
in all the age groups. It is inferred that quality, variety, employee behaviour, price and
staff knowledge are the most important factors.
CHART-4.7.1 CUSTOMER EXPECTATION (AGE)
0
1
2
3
4
5
6
P r i c e
Q u a
l i t y
V a r i e
t y
B r a n
d e
d
P r o
d u c
t s
L o c a
t i o n
S t o r e
L a y o u
t
E x c
h a n g e
F a c
i l i t y
S t a f f
K n o w
l e d g e
E m p
l o y e e
B e
h a v
i o u r
<20 20 -30 30-40 40<
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A customer becomes a loyal customer only if he is satisfied with the products.
The above table analyses the product satisfaction of the respondents at Big Bazaar.
Majority of the consumers (93%) are satisfied with the Products available at big bazaarand a small percentage (7%) are dissatisfied with the products. On the basis of age, it is
seen that the satisfaction level increases with the increase in age; it is 90% in case of
below 20 years 91%in the age group of 20-30, 96.2% in case of 30-40 and 100% in
case of 40 years and above. While analysing the genders it is seen that there is a slight
difference between the males and the females. The females are more satisfied (93.8%)
as compared to the males (92.6%). Hence it can be inferred that the products at Big
Bazaar are doing well and a high percentage of the customers are satisfied with them,
females above the age of 40 years are the most satisfied customers.
0
20
40
60
80
100
120
<20 20-30 30-40 40<
Yes No
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Helpful signage is essential in a store like Big Bazaar as it helps the customer to
locate product they need. From the above table it can be analysed that most of the
respondents (97%) are satisfied with the signage in Big Bazaar. Between the agegroups it can be seen that the satisfaction level increases with the increase in age it is
95,5% in case of teenagers and 100% in case of respondents above the age of 40,
Between the genders it is seen that the males (98.5%) are more satisfied with the
signage at Big Bazaar as compared to the females (93.8%). It is inferred that the
signage at big bazaar are helpful to most of the customers and the satisfaction level is
highest in old age groups and males.
10. Chart for Helpful Signage
0
20
40
60
80
100
MALE FE MALE
Yes No
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The above table analyses the customer perception towards the prices of various
products at Big Bazaar on the basis of age. It is seen that the teenagers find the prices
of fruits & vegetables and crockery, utensils & plastic most satisfactory whereas the restfind the prices of provisions most satisfactory. Most of the respondents are dissatisfied
with the prices of apparel except respondents between 20-30yrs. It is inferred that the
respondents are most satisfied with the price of provisions and least satisfied with the
price of apparel. Aver all the prices are satisfactory.
11. Customer Perception Towards Price (Age)
0
0.5
1
1.5
2
2.5
3
3.5
<20 20-30 30-40 40<
Provisions Fruits And Vegetables Crockery, Utensils & Plastic Apparel
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Promotional offers are successful only when the prospective customers are
aware of them. From the above table it can be analysed that 63% of the respondents
got to know about the promotional offer at Big Bazaar through print ads. 23% of the
respondents were introduced to the offers at the store and followed by 18% by word of
month. On the basis of age most of the respondents in all age groups got to know about
the promotional offers through print ads, 38.5% of the respondents between the agegroup of 30-40 were introduced to the offers at the store. There was not much
difference on the basis of gender. Hence it can be inferred that print ads is the most
successful medium of advertising offers and discounts for big bazaar, at the store
displays also play an important role.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
The promotional offers introduced are successful only if the customers take
advantage of them. From the above table it can be analysed that most of the
respondents (87%) take advantage of the promotional offers at Big Bazaar. A smallpercentage (13%) does not make use of the promotional offer. On the basis of age it
can be seen that teenagers and old people take full advantage of the promotional offers.
A few of the middle aged respondents do not take advantage of the promotional offers
(13.3% and 26.9%). On the basis of gender it is clearly seen that the males (91.2%)
take more advantage of the promotional offers as compared to the females (78.1%). It is
inferred that the promotional offers at Big Bazaar are doing well, the teenagers and old
people take full advantage of these offers and the males are more attracted to the
offers.
4.14 CUSTOMER PERCEPTION:
CUSTOMER PERCEPTION TOTAL
MEAN RANK
Price 3.77 1
Quality 3.61 4Variety 3.77 1
Branded Products 3.23 8
Location 3.69 3
Store Layout 3.61 4
Exchange Facility 3.37 7
Staff Knowledge 3.22 9
Employee Behaviour 3.4 6Total No. Of Res, 100
Res - Respondents
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People’s perceptions and expectation from different products vary, and they are
satisfied only if they get what they want. The above table indicated the perception of the
respondents at Big Bazaar about various factors. Accordingly the respondents arehighly satisfied with the price, variety, location and quality. Whereas they are not
content with the staff knowledge, branded products, exchange facilities and employee
behaviour.
It is inferred that the respondents are satisfied with most of the factors at Big
Bazaar (since the means don't show high difference), with price, variety and location
The above table shows the analyses of customer perception on various factors at
Big Bazaar on the basis of gender. It is seen that the males are most satisfied with the
variety, location, quality and price (in that order) as compared to the females who arehighly satisfied with the price, variety, location and exchange facilities. It is inferred that
price, variety and location are the most satisfactory factors in both the genders.
14.2 Customer Perception Gender Chart:
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Price Variety Location ExchangeFacility
EmployeeBehaviour
Male Female
4.15 AGE:
AGE NO. OF RESPONDENTS % OF RESPONDENTS
BELOW 20 22 22
20-30 45 45
30-40 26 26
40 AND ABOVE 7 7TOTAL 100 100
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The above table analyses the age of the respondents at big bazaar. 45% of the
respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-40yrs bracket, 22%
are teenagers, and 7% of the respondents are 40yrs and above. It is inferred that therespondents are not evenly distributed on the basis of age and a high percentage of the
respondents are in the 20yr-30yrs age group.
15. Chart for AGE
0
5
10
15
20
25
3035
40
45
BELOW 20 20-30 30-40 40 AND ABOVE
BELOW 20 20-30 30-40 40 AND ABOVE
4.16. GENDER:
NO. OF RESPONDENTS % OF
RESPONDENTSGENDER
MALE 68 68
FEMALE 32 32
TOTAL 100 100
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The above table analyses the gender wise classification of the respondents at
Big Bazaar. It is seen that 68% of the respondents are males and 32% are females.
It is inferred that the survey group was not distributed evenly on the bases of gender
and there were more males as compared to females.
MARITAL STATUS:
MARITAL STATUS NO. OF RESPONDENTS
%OF RESPONDENTS
MARRIED 42 42SINGLE 58 58
TOTAL 100 100
Analyses and Inference:
The above table analyses the marital status of the respondents at Big Bazaar. Itis seen that 42% of the respondents are marries and 58% are single. It is inferred that
the survey group was evenly distributed on the bases of marital status.
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4.17. MONTHLY FAMILY INCOME:MONTHLY FAMILY NO. OF % OF
INCOME RESPONDENTS RESPONDENTS
< 10000 9 9
10001-20000 18 18
20001-30000 28 28
30001 < 45 45TOTAL 100 100
Analyses and Inference:
The above table analyses the monthly family income of the respondents at big
bazaar.
45% of the respondents have a monthly family income of Rs. 30000 and above, 28%
fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000, and 9% of therespondents below Rs. 10000. It is inferred that the respondents are not evenly
distributed on the basis of monthly family income and a high percentage of the
respondents have a family income of 30000 and above.
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1. Most of the respondents visit big bazaar at least once a month, with
Middle- aged men being the main visitors.
2. Weekends are preferred over weekdays, with middle aged men being most
comfortable wit this time.3. Most of the respondents prefer to shop in the evening, with young males
preferring this time over the others.
4. A high percentage of respondents prefer to shop with friends followed by spouse
in most of the cases. It was also seen that age plays an important role in deciding
the company for shopping.
5. Print ads are the most successful medium through which people were aware of
Big Bazaar, and females below 40 years are most influenced by it.
6. Respondents have a positive image about Big Bazaar. Most of them are satisfied
with the price, variety and promotional offers, a few were not happy with the long
queues at the billing section.
7. The products at Big Bazaar are doing well and a high percentage of the
customers are satisfied with them, females above the age of 40 years are the
most satisfied customers.
8. Most of the customers are satisfied by the product availability, with males
between the age of 20-30 and above 40 being the most satisfied respondents.
9. The signage at big bazaar is helpful to most of the customers and the satisfaction
level is highest in old age groups and males.
10. The respondents are most satisfied with the price of provisions and least
satisfied with the price of apparel. Over all the prices are satisfactory.
11. Print ads is the most successful medium of advertising offers and discounts for
big bazaar, at the store displays also play an important role.
12. The promotional offers at Big Bazaar are doing well, the teenagers and oldpeople take full advantage of these offers and the males are more attracted to
the offers.
13. High percentages of the respondents are in the 20yrs-30yrs age group.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai
14. On The bases of gender there were more males as compared to females.
15. The survey group was evenly distributed on the bases of marital status.
16. Majority of the respondents have a monthly family income of above 30000, which
means that upper middle class is also targeted.
SUGGESTIONS
The marketing mix of Big Bazaar could be more concentrated on the apparel
section, as it is comparatively less satisfactory with. The provision section is already
doing well and gaining customers through word of mouth publicity; hence during
promotions the apparel section could be more highlighted. Branded and designer labels
could also be introduced. In general Big Bazaar is positioned as a low priced and good
quality store. But it is only the low price which has clicked with the customers i.e. theconsumer regards Big Bazaar as a store for reasonable price and not good quality;
hence efforts must be made to improve the perception of the consumers regarding the
quality of the products.
During the peak hours (weekends & evenings) the customers face problems due
to less billing counters and less number of employees to attend to them, hence increase
in the number of billing counters and sales person during peak hours is recommended.
In general the store layout is satisfactory, but in certain places it is congested and the
products are not placed properly due to this a few products go unnoticed, hence a more
spacious an well planned store layout is recommended.
Most of the customers are introduced to the discounts only after they visit the
store, hence during advertisements the discounts should be highlighted and efforts must
be made to make them known to the prospective buyers.
The employees have an upper hand in what the customers buy and what they
perceive about the store. It was seen that a high percentage of the respondents are not
satisfied with the employee knowledge and their behaviour. Employees should be
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The purchasing power of the consumer has also increased; giving rise to hiswants and needs. It is over here that big retail chains such as Big Bazaar come into
picture satisfying various consumer needs under one roof.
From the survey conducted on the customers' perception towards the marketing
mix of Big Bazaar the following can be concluded regarding the P's:
The customers are highly satisfied with the variety and of products, but at the
same time they are not very happy with the quality and availability of branded products.
Big Bazaar has definitely succeeded in keeping up its image of a value for money
store, as its price has been rated positively. The promotions are not hitting the target.
Although Big Bazaar has been promoting their offers, most of the customers are
introduced to these only at the store.
Customers are delighted with the location of Big Bazaar as it is located in the
most intensely populated area of Chennai.
Big Bazaar has been successful in keeping up its promise of providing value formoney goods, but today customers look beyond price, such as quality, employee
behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these
yields.
8/13/2019 Consumer Behaviour and Perception Towards Big Bazaar in Chennai