Project Report

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2011

Project report on

The Great Indian Exchange Offer How to Bring Consumer Satisfaction In Big Bazaar Future Group The Great Indian Shopping Festival

Priksha Singh

MBA ISBE-B

IIPM-Lucknow

2010-12

Unique ID-1210

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Acknowledgement

I owe a great many thanks to a great many people who helped and supported me during this project.

My deepest thanks to Mr Abhijit Trivedi DM Big Bazaar the Guide of the

project for guiding and correcting various documents of mine with attention

and care. He has taken pain to go through the project and made necessary

correction as and when needed.I express my thanks to the Dean of, IIPM Lucknow, for extending his support.

My deep sense of gratitude to Rishi Kapoor (ADM)

Arun Sethi (TL), Big Bazaar support and guidance. Thanks and appreciation

to the helpful people at Big Bazaar, for their support.

I would also thank my Institution and my faculty members without

whom this project would have been a distant reality. I also extend my heartfelt

thanks to my family and well wishers.

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EXECUTIVE SUMMARY

CUSTOMER SATISFACTION AT BIG BAZAAR

INTRODUCTION:Retailing encompasses the business activities involved in selling goods and services to consumers for their personal, family, or household use. It includes every sale to the final consumer.OBJECTIVES:

To determine the customer perception towards the facilities provided in Big Bazaar.

To determine customer perception towards the various types of products available and services offered in Big Bazaar.

To determine the perception of consumer towards the prices in Big Bazaar.

To determine the consumer satisfaction level towards Big Bazaar.METHODOLOGY:Research Methodology -- Descriptive methodDATA COLLECTION:

Primary data: Researcher used Questionnaire, internal sources and interview from customers.

Secondary data: Secondary data is collected by means of web based published sources; books and articles related to the topic were thoroughly examined

Index

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Acknowledgement Page 2

Executive Summary Page 3

About Future Group Page 4-9

About Big Bazaar Page 10-15

The Great Indian Exchange Offer Page 15-18

Consumer Satisfaction In Big Bazaar Page 18-64

Future Group The Great Indian Shopping Festival Page 65-67

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Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet of retail space in 73 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 follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. 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.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore. The group’s speciality retail formats include supermarket chain – Food Bazaar, sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town and rural retail chain, Aadhaar, among others. It also operates popular shopping portal www.futurebazaar.com.

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Future Capital Holdings, the group’s financial arm provides investment advisory to assets worth over $1 Billion that are being invested in consumer brands and companies, real estate, hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.Other group companies include, Future Generali, the group’s insurance venture in partnership with Italy’s Generali Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative.The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family entertainment centres, F123. Through its partner company, Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.Future Group’s joint venture partners include, US-based stationery products retailer, Staples and Middle East-based Axiom Communications.Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the group’s core value of Indianness.’ The group’s corporate credo is, ‘Rewrite rules, Retain values

Leadership

The Future Group employs over 30,000 people and was counted among 15 best employers in India in a survey conducted by Hewitt Associates in 2007 in association with The Economic Times. The Group has developed a strong senior management team with cross-functional expertise in multiple businesses and is led by its Founder and Group CEO, Kishore Biyani.

Kishore Biyani founded Pantaloons in 1997, followed by a number of popular retail formats including Big Bazaar, Central, Food Bazaar, Brand Factory and Home Town, that now cater to almost the entire consumption basket of a wide cross-section of Indian consumers.In the recent years, Kishore Biyani has led the group’s transformation into one

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of India’s leading business houses with presence in capital, consumer finance, insurance, brand development, retail real estate development and logistics.

A staunch believer in the group’s corporate credo, ‘Rewrite Rules, Retain Values,’ Kishore Biyani considers Indianness as the core value driving the group. He was recently awarded the Ernst & Young Entrepreneur of the Year 2006 in the Services Sector and the Lakshmipat Singhania - IIM Lucknow Young Business Leader Award by Prime Minister, Dr. Manmohan Singh in 2006. He was also awarded the CNBC First Generation Entrepreneur of the Year 2006.

Kishore Biyani was born in August 1961 and is married to Sangita and they have two daughters. He recently authored a book, ‘It Happened In India’ that captures his entrepreneurial journey and the growth of modern retailing in India.

Values

Indianness : confidence in ourselves.

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

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

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.

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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.

Awards

CNBC Awaaz Consumer Awards 2009

Most Preferred Multi Product Chain - Big Bazaar

Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

Images Fashion Forum 2009

Most Admired Fashion Group Of The Year - Future Group

Most Admired Private Label - Pantaloons, the lifestyle format

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Critic’s Choice For Pioneering Effort In Retail ConceptCreation - Central

Coca-Cola Golden Spoon Awards 2009

Most Admired Food & Grocery Retailer Of The Year

Most Admired Food Court

Most Admired Food Professional

Indian Retail Forum Awards 2008

Most Admired Retail Company of the year - Future Group

Retail Face of the Year - Kishore Biyani

Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Future Group was awarded the Most Admired Retail Company of the year by the Indian Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore Biyani also won Retail Face of the Year.

India Retail Forum (IRF) is a platform for intellectual insights and information exchange for the retail business in the Indian subcontinent. The forum presents the business of retail in the region to a global audience, with the express aim of facilitating understanding about and encouraging investment in this massive marketplace.

Big Bazaar, the value format of Future Group bagged the Best Retailer Of The Year ( Hypermarket).

The INDIASTAR Award 2008

Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for its private label brand Fresh And Pure Chakki Atta.

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INDIASTAR Award is a biennial event which aims to promote and encourage excellence in packaging design, innovation and technology. The contest was established in 1972 and is considered as the most popular and premier event for India’s packaging fraternity. This year there were around 357 entries and the participants had to submit a sample of their designs for selection.

With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win the prestigious INDIASTAR Award.

Retail Asia Pacific 500 Top Awards 2008

Gold Winner - Top Retailer 2008 Asia Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that appraise raises and recognizes the development and growth of retailing throughout the Asia Pacific region.

Coca-Cola Golden Spoon Awards 2008

Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.

Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar.

Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.

Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group.

Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar.

The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a culmination of the ‘Food Forum India 2008’ - a two day convention which saw the participation of leading brands, retailers & retail support

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organizations from across the globe. The awards were presented to honour enterprise, innovation and achievement in the food retailing business as a benchmark of excellence.

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Big Bazaar was launched in September, 2001 with the opening of three stores in Calcutta, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 148 Big Bazaar stores in 80 cities and towns across India.

Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

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. There are now 169 Food Bazaar outlets, including those located within Big Bazaar.

A typical Big Bazaar is spread across around 50,000 square feet of retail space. While the larger metropolises have Big Bazaar Familycentres measuring between 75,000 square feet and 1,60,000 square feet, Big Bazaar Express stores in smaller towns measure around 30,000 square feet.

Most of the 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.

Timeline

2001

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

2002

Big Bazaar - ICICI Bank Card is launched.

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Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in

Gurgaon

2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the country’s most admired retailer award in value retailing and food retailing segment at the India Retail Forum

A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single day

2005

Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur

Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar

Electronic Bazaar and Furniture Bazaar are launched

2006

Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaar’s largest ever customer.

Big Bazaar launches Shakti, India’s first credit card program tailored for housewives

Navaras – the jewellery store launched within Big Bazaar stores

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2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular

shopping portal Big Bazaar initiates the Power of One campaign to help raise funds for the

Save The Children India Fund Pantaloon Retail wins the International Retailer of the Year at US-based

National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona.

2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch

Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of India’s Business Superbrands. It is voted

among the top ten service brands in the country in the latest Pitch-IMRB international survey

2009

Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique initiative to offer meals to visitors and support local social organisations

Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India

2010

Future Value Retail Limited is formed as a specialised subsidiary to spearhead the group’s value retail business through Big Bazaar, Food Bazaar and other formats.

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Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop

Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores

Big Bazaar announced The Great Exchange Offer with a “Bring anything old and take anything new” concept which started from the 19th of Feb 2011 to 27th March 2011 at all Big Bazaar stores. The offer was valid till the 27th

March 2011 at the store. Under the exchange offer, old garments, utensils, furniture, plastic ware, newspapers or just about anything was weighed and valued and customers were given exchange coupons. The customer could redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. There were also direct exchanges on mobiles and electronic goods during the period with attractive discounts on new purchases.

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The prices fixed by Big Bazaar were:

Items & Value

Old Newspaper -Rs.30/Kg Old Clothes -Rs.250 /Kg Old Plastics-Rs.80/Kg Old Utensils -Rs. 150/Kg Old Luggage -Rs.100/Bag Old Tyres -Rs.50/piece Old Shoes -Rs.100/pair Old Leather Goods -Rs.80/Kg Old(Any Other) -Rs.50/Kg Old Electronics -Upto Rs.10000 Old Furniture -Upto Rs.12500

These exchange values were found to be almost 4 to 5 times higher than the road side “kabari wala”. For the consumer, this offer aimed at helping the housewife clean out the junk while getting a good value for it. The coupons availed by the customer were equivalent to a 10% discount on Food Bazaar and Electronics and 25% Discount on all other products that could be purchased under this offer. For Big Bazaar, this promotion campaign helped boosting sales during the period of February and March as it has been noticed that these months are dull months for consumer buying. Big Bazaar undertook the following ways to promote The Great exchange Offer.Below the line activities for The Great Exchange Offer involved:• Sufficient visual merchandizing within the store that included danglers, signage’s, standees, distribution of pamphlets, which gave details of the offer.• Frequent announcements made by the staff inside the store at regular intervals.Above the line activities for The Great Exchange Offer involved:

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• TVC on popular entertainment channels like Star Plus, Sony, Set Max, 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 Sakal, The Times of India, on different days during the period of the offer.

This year figures prove that exchange mela proved to be a huge success at Saharaganj store

There are figures of this year

Target @ 2011 – 1.18 crore

Achieved -1.34 crore

Growth- 82%

Coupon Redemption- 57.77 Lac

Scrap realization – 19.58 Lac

Contribution of store exchange counter- 58%

Contribution of satellite counters- 42%

Advantages of the offer

Promotion of the store Customer loyalty Increased sales Super Profits Realized value from scrap increases the margin Creating space for new products by taking out old items from the

customer’s house.

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Making new customers Increased customer entry in the store during the offer and after too Binding the customer to shop 4 times or 10 times of the coupon value Binding the customer to shop from Big bazaar only. Increased popularity of the big bazaar which enhances the sales

FORMAT OF THE QUESTIONNAIRE EMPLOYED:

Dear Customer,

I am a student of IIPM, conducting a study on the customer perception and

Satisfaction in retail outlet in Lucknow, viz., Big Bazaar. Please fill in the

following questionnaire to help me in my survey.

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58 58-65

GENDER: Male Female

1) How often do you shop?

Once a week Fortnightly Once a month

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2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer others (specify) ____________________________________

3) What do you mostly shop for at the mentioned stores?

Clothing Accessories Groceries

Others (specify) ____________________________________

4) Why do you prefer to shop in Big Bazzar at the above-mentioned store?

5) Rank your preferences for shopping:

Proximity Quality

Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

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8) Indicate your satisfaction level based on the following parameters for the following stores:

Retail OutletUnsatisfie

d SatisfiedHighly

Satisfied Not Visited

Big Bazaar

ANALYSIS AND INTERPRETATION:

The tools and methods of data collection identified earlier were employed to

gather data on the consumer perception on Big Bazaar. The data accrued,

especially from the interviews and questionnaires circulated, are tabulated and

depicted on graphs in the following pages. The data thus gathered and

tabulated is analysed. The data is then scrutinized and relevant interpretations

are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors

3. Customer satisfaction ratio

4. Level Of Satisfaction

5. Causes of dissatisfaction

6. Customer responses regarding services

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The data collection plan, including procedures, instruments, and forms, was designed and pre-tested to maximize accuracy. All data collection activities were monitored to ensure adherence to the data collection protocol and to prompt actions to minimize and resolve missing and questionable data. Monitoring procedures were instituted at the outset and maintained throughout the study, since the faster irregularities can be detected; the greater the likelihood that they can be resolved in a satisfactory manner and the sooner preventive measures can be instituted.

Q. 1) Age of the respondents

Age Total Percentage

18-28 37 49.33%

28-38 16 21.33%

38-48 8 10.67%

48-58 9 12.00%

58-65 5 6.67%

75 100%

Age of Respondents

37

16

8 9

5

0

5

10

15

20

25

30

35

40

18-28 28-38 38-48 48-58 58-65

Age

No

of

Res

po

nd

ents

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Data Collected

The first criteria respondents were asked to indicate was the age group they

belonged to. Respondents were asked to choose among five age group

categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups

Age of Respondents

49.33%

21.33%

10.67%

12.00%

6.67%

18-28

28-38

38-48

48-58

58-65

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were identified as key factors impacting shopping and purchase decisions of

consumers.

Analysis

From the table, bar graph and pie chart depicted above, the distribution of the

population under study is evident. Of the 75 respondents who answered the

questionnaire, 37 indicated that their ages fell in the category 18-28 years.

This accounts for 49.33% of the respondents.

Of the 75 respondents who answered the questionnaire, only 5 indicated that

their ages fell in the category 58-65 years. This accounts for 6.67% of the

respondents who fall in this age group.

It is evident from the responses and the subsequent tabulation that, on an

average, the respondents can be categorized in the following descending order

of age groups: 18-28, 28-38, 48-58, 38-48, and 58-65.

Interpretation:

Of the consumers approached, 75 people agreed to fill in the questionnaire

and this specific question. This question is aimed at analyzing the distribution

of ages of the population that visit the stores under study. The age groups laid

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before the respondent have been the result of observation and interview. By

analysing the responses to this question, I, as a researcher, as well as

companies, can identify the demographics of the population that visit retail

outlets.

The highest number of respondents falls in the age group 18-28. It can be

deduced that most of the consumers who visit retail outlets regularly are the

youth. They make up almost half of the population who shop at retail stores.

The rest of the population who visit the retail outlets under study can be listed

in the following descending order of distribution – the working age group, the

older age group, the middle age group, and senior citizens.

It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore.

The disparity can be attributed to the small size of the sample under study.

Q. 2) Gender of the respondents:

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Gender Total Percentage

Male 35 46.67%

Female 40 53.33%

75 100%

Gender of Respondents

35

40

32

33

34

35

36

37

38

39

40

41

Male Female

No

of

Res

po

nd

ents

Gender of Respondents

Male46.67%Female

53.33%

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Data Collected

Consumers were asked to indicate their gender. The object of this question is

to understand the demographics of the population under study.

Analysis

From the table, bar graph and pie chart depicted above, the distribution of the

consumers is evident. Of the 75 respondents who answered the questionnaire,

40 were female. This accounts for 53.33% of the respondents, almost half of

the population under study.

Of the 75 respondents who answered the questionnaire, the rest 35 were male.

This accounts for 46.67% of the population under study.

It is evident from the responses and the subsequent tabulation that the number

of female respondents was higher than that of the male respondents in the

population under study.

Interpretation


and this specific question. This question is aimed at identifying the

distribution between the two genders and how many of them visit the retail

stores under study. By analysing the responses to this question, I as ,a

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researcher, as well as companies, can identify the distribution in the number of

men and women who visit the retail outlets and appropriate decisions can be

made keeping these numbers in mind.

The highest number of respondents were female, as is depicted by the graph

and chart presented above. The number of male respondents was less

compared to the female respondents.

Two deductions can be made from the above data collected:

One, more women visit retail outlets than men. Two, more women are willing

to fill out questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions

and studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas.

Retail outlets can appeal to the women customers by offering more products

geared especially towards women. They can provide a shopping experience

that women are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men

rather than the women. Since, fewer men visit retail stores as against women,

the companies have a large base of potential customers. By providing products

that are geared towards men and by providing a shopping experience that

attracts men, the retail chains can expand their customer base.

Q. 3) How often do you shop?

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Frequency Total Percentage

Once a week 14 18.67%

Fortnightly 27 36.00%

Once a month 34 45.33%

75 100%

How often do you shop?

14

27

34

0

5

10

15

20

25

30

35

40

Once a week Fortnightly Once a month

Frequency

No

of

Res

po

nd

ents

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Data Collected

Consumers approached were asked about their frequency in visits to shops.

The frequency points furnished were: Once a week, Fortnightly, and Once a

month. These frequency points were identified by observation and interview

as the average times that consumers shop.

Analysis

From the table, bar graph and pie chart depicted above, the frequency of

shopping of the respondents is evident. Of the 75 respondents who answered

the questionnaire, 34 indicated that they shopped once a month. This accounts

for 45.33% of the respondents, who visit shops including retail stores once a

month.

How often do you shop?

18.67%

36.00%

45.33%Once a week

Fortnightly

Once a month

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Of the 75 respondents who answered the questionnaire, 14 indicated that they

shopped once a week. This accounts for 18.67% of the respondents, who visit

shops, malls or retail stores once every week.

It is evident from the responses and the subsequent tabulation that, on an

average, the frequency of shopping among the respondents can be listed in the

following descending order: Once a month, Fortnightly, and Once a week.

Interpretation


and this specific question. This question is aimed at understanding how

frequently consumers visit shops and buy their products or avail of their

services. The frequency points laid before the respondent have been the result

of observation and interview. By analysing the responses to this question, I as

a, researcher, as well as companies, can identify the number of times a

customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can

be deduced that consumers who shop only once a month look to buy groceries

and other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in

bulk. Moreover, such customers may not be open to experimenting with new

stores. Hence, to capture this market, retail outlets must put in place strategies

that attract them. Once they profess a liking to a certain store, they turn out to

be very loyal customers.

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Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they

shop so frequently, they must continually be entertained and attracted to make

repeat purchases at stores. When targeting this segment, companies must be

able to get new stock every week, and update their marketing strategies

continuously.

Q. 4) What do you mostly shop at Big Bazaar?

Details Total Percentage

Clothing 33 44.00%

Accessories 12 16.00%

Groceries 25 33.33%

Others 3 4.00%

75 100%

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44.00%

16.00%

33.33%

4.00%

What do you mostly shop at Big Bazzar?

Clothing

Accessories

Groceries

Others

What do you mostly shop for at the above-mentioned store?

33

12

25

3

0

5

10

15

20

25

30

35

Clothing Accessories Groceries Others

Items

No

of R

espo

nden

ts

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Data Collected

Consumers approached were asked to indicate the types of products they

mostly shopped for at the stores they had selected earlier. The types of

products presented were Clothing, Accessories, Groceries and others. These

products were identified by observation and interview as the most popular

products that consumers shop for frequently.

Analysis

From the table, bar graph and pie chart depicted above, the products

frequently shopped for by consumers is evident. Of the 75 respondents who

answered the questionnaire, 33 indicated that they essentially shopped for

clothing at the store they had indicated earlier. This accounts for 44.00% of

the respondents.

Of the 75 respondents who answered the questionnaire, only 3 indicated other

products they frequently shop for at the stores indicated earlier. This accounts

for 4.00% of the respondents, who gave importance to products such as home

furnishings, books, and kitchen appliances.

It is evident from the responses and the subsequent tabulation that consumers,

on an average, frequently shop for products in the following descending order:

Clothing, Groceries, Accessories, and Others.

Interpretation

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and this specific question. This question is aimed at identifying the products

consumers shop for frequently at retail outlets. The product categories laid

before the respondent are the result of observation and interview. By

analysing the responses to this question, we, the researchers, as well as

companies, can identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit

retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling

item that any retail outlet can provide. One-third of the respondents indicated

that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important

result. Clothing is the fastest moving consumer good. Retail outlets that

provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75

respondents, who were approached on a random basis as they visited the retail

outlets.

Q. 5) Why do you choose Big Bazaar?

Factors Total Percentage

Quality 20 26.67%

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Fashion 5 6.67%

Affordability 10 13.33%

Variety 4 5.33%

All under one roof 10 13.33%

Brand name 11 14.67%

Service 4 5.33%

Store atmosphere 3 4.00%

Loyalty 5 6.67%

Proximity 3 4.00%

75 100%

Why do you shop at the above store?

Fashion, 6.67%

Affordability, 13.33%Variety, 5.33%

All under one roof, 13.33%

Brand name, 14.67%

Quality, 26.67%

Service, 5.33%

Loyalty, 6.67% Proximity, 4.00%Store

atmosphere, 4.00%

Why do you shop at the above store?

4

20

5

10

4

10 11

3 5 3

0

5

10

15

20

25

Quality

Fash

ion

Afford

abilit

y

Variet

y

All und

er o

ne ro

of

Brand

nam

e

Servic

e

Store

atm

osph

ere

Loya

lty

Proxim

ity

Factors

No

of

Re

sp

on

de

nts

P a g e | 36

Data Collected

Consumers approached were asked an open-ended question to indicate the

reasons they select a particular store to shop at as against any other retail

outlet. Their responses were recorded and a broad idea of the factors that

influence shopping and buying decisions was formed.

Analysis

The responses of the interviewees and consumers have been broadly

categorised into 10 factors that they find impact their shopping decision and

result in their choosing one store over another.

From the table, bar graph and pie chart depicted above, the influencing factors

are evident. The reasons include: Quality, Fashion, Affordability, and Variety,

All products under one roof, Brand name, Service, Store atmosphere, Loyalty,

and Proximity.

Of the 75 respondents who answered the questionnaire, 20 replied that quality

of the products is generally the main reason they choose to shop at specific

stores. This accounts for 26.67% of the respondents, who replied saying

quality was the reason why they shopped at the store indicated earlier.

Of the 75 respondents who answered the questionnaire, 3 answered that store

atmosphere contributed to their shopping decision, while another 3 replied

that proximity of the store played a big role. This accounts for 4.00% of the

respondents, in each case.

P a g e | 37

Interpretation


and this specific question. This question is aimed at getting direct customer

feedback as to the factors that influence their shopping decision. By analysing

the responses to this question, we, the researchers, as well as companies, can

identify the biggest factors that influence the consumers in favouring one store

over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the

factors can be listed as: Quality, Brand name, Affordability, All products

under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store

atmosphere.

From the table, graph and chart depicted above, it is evident that customers

give value to a great many number of factors when deciding which store to

shop at. It would be prudent on the part of the company to identify their strong

and weak areas, which attract or drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:


Quality 23 30.67%

Brand 11 14.67%

Price 16 21.33%

Store layout 6 8.00%

P a g e | 38

Proximity 5 6.67%

One-stop shop 14 18.66%

75 100%

Quality

Brand

Price

Store layout

Proximity

One-stop shop

0 5 10 15 20 25

23

11

16

6

5

14

Preferences for Shopping

No of Respondents

Pre

fere

nce

s

Preferences for Shopping

Quality, 30.67%

Brand, 14.67%Price, 21.33%

Store layout, 8.00%

Proximity, 6.67%

One-stop shop, 18.66%

P a g e | 39

Data Collected

Consumers approached were asked to rank their preferences on a scale of 1 to

6 of their preferences when choosing to shop at particular stores. The

preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store

Layout’, ‘Proximity’, ‘One-stop shop’. These preference points were

identified by observation and interview as the most popular reasons that beget

the attraction of consumers and act as inducements to shop at particular stores.

Analysis

From the table, bar graph and pie chart depicted above, the preference points

of consumers is evident.

Of the 75 respondents who answered the questionnaire, 23 give first

importance to quality when choosing which store to shop at. This accounts for

30.67% of the respondents, who gave rank #1 to ‘Quality’.

Of the 75 respondents who answered the questionnaire, only 5 gave first

importance to proximity of the store when choosing where to shop at. This

accounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.

It is evident from the responses and the subsequent tabulation that consumers,

on an average, rank the preference points in the following descending order of

attraction: Quality, Price, and One-stop shop, Brand, Store Layout, and

Proximity.

P a g e | 40

Interpretation


and this specific question. This question is aimed at understanding what

elements attract the consumer the most. The preference points laid before the

respondent have been the result of observation and interview. By analysing

the responses to this question, we, the researchers, as well as companies, can

identify the biggest factors that influence the consumers in favouring one store

over others.

The highest responses and the highest ranking have been attributed to quality

of the products on sale. When choosing to shop at a particular store, or when

favouring one store over the others, it is seen that most consumers make this

decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store

over others are (in descending order) – Price, One-stop shop, Brand, Store

layout, and Proximity.

Although it is said that the most important things in retail are “Location,

location, and location”, from the consumers’ point of view, proximity is of

little concern. The quality, price and variety of goods play big roles in the

decision making process.

Q. 7) Do advertisement and promotion influence your shopping decision?


P a g e | 41

Yes 33 44.00%

No 42 56.00%

75 100%

Data Collected

Consumers approached were asked if advertisements and promotional

activities influence their shopping decisions. This question was answered by

Yes No0

10

20

30

40

5033

42

Do advertisement and promotion influence your shopping decision?

No of Re-spondents

Do advertisement and promotion influence your shopping decision?

Yes44.00%

No56.00%

P a g e | 42

75 consumers. Advertisements refer to those that appear in any/all types of

media. Promotional activities refer to sales, coupons, gifts, free products etc.

Analysis

From the table, bar graph and pie chart depicted above, the influence of

advertisements and promotions on the psyche of consumers is evident. Of the

75 respondents who answered the questionnaire, 42 replied that

advertisements have little or no effect when deciding where to shop at. This

accounts for 56.00% of the respondents, who indicated the choice ‘No’.

Of the 75 respondents who answered the questionnaire, 33 replied that

advertisements and promotional activities do affect their decision when

favouring one store over others. This accounts for 44.00% of the respondents,

who indicated the choice ‘Yes’.

Interpretation


and this specific question. This question is aimed at understanding the effect

of advertisements and promotional activities on the psyche of the consumers.

The object is also to analyze how far advertisements, promotions and other

marketing strategies have an impact on the shopping and buying behaviour of

consumers. By analysing the responses to this question, I as a , the researcher,

as well as companies, can identify the effect of advertising and marketing

campaigns on the consumers’ minds and how far advertisements translate into

sales.

P a g e | 43

From the tabulated data depicted above and responses of the consumers, it is

evident that a slightly higher number of respondents do not give much

importance to advertisements and promotional activities. The number of

respondents who indicated that advertisements and promotional activities do

have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements

and promotional campaigns, a slightly higher percentage of consumers are not

swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities

have no bearing on the minds of the consumers at all. The responses only

indicate that advertisements serve to keep the brand in retention although they

do not guarantee sales. The products sold at the stores have the biggest impact

on attracting and retaining customers.

Q. 8) Which form of advertisement do you think is most effective?


Print 28 37.33%

TV 40 53.33%

Radio 7 9.34%

75 100%

P a g e | 44

Print TV Radio05

10152025303540

28

40

7

Which form of advertisement do you think is most ef-fective?

Promotion by

No of Re-spondents

P a g e | 45

Data Collected

Consumers approached were asked which form of advertisement they thought

was most effective. This question was answered by 75 consumers. The

methods of advertising were restricted to three – Television, Print and Radio.

The options laid before the respondents were the result of observation and

interview as being the most popular which the consumers identify as means of

advertising.

Analysis

From the table, bar graph and pie chart depicted above, the effectiveness of

the various modes of advertising on the psyche of consumers is evident. Of

the 75 respondents who answered the questionnaire, 40 indicated that the

Which form of advertisement do you think is most effective?

TV53.33%

Print37.33%

Radio9.34%

P a g e | 46

television is the most effective means of advertising for a store. This accounts

for 53.33% of the respondents, who indicated the choice ‘TV’.

Of the 75 respondents who answered the questionnaire, only 7 indicated that

the radio is an effective means in advertising to the consumers. This accounts

for 9.34% of the respondents, who indicated the choice ‘Radio’.

It is evident from the graph and chart presented above that, in the minds of the

consumers, the effectiveness of the three kinds of media are classified as

follows (in the descending order): Television, Print, and Radio.

Interpretation


and this specific question. This question is aimed at understanding the

effectiveness of the three means of advertising. The object is also to analyze

how far advertisements broadcast through these media percolate into the

minds of the consumers.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements through the media

identified. This helps to understand which media is more influential and

attracts more sales.


evident that the majority of the respondents feel that television advertising is

P a g e | 47

the most effective means of advertising. This is indicative in spite of large

number of commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is

indicative of the fact that most of the public ignore radio advertisements or

else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach

the consumer and persuade them to buy are the television and print media,

more so than radio advertising.

Q. 9) Indicate your satisfaction level based on the given parameters for

the Big Bazzar:

Store Unsatisfied SatisfiedHighly

SatisfiedNever Visited

Total

Total

%Total

%Total

%Total

%Total

%

Big Bazz

ar20

26.67%

4357.33

%10

13.33%

22.67%

75100%

P a g e | 48

Satisfaction level

BIG BAZZAR Stores0

5

10

15

20

25

30

35

40

45

UnsatisfiedSatisfiedHighlysatisfiedNever Visited

Data Collected

Consumers approached were asked about their satisfaction with the three

stores covered in this study. This question was answered by 75 consumers.

Satisfaction Levels with

Big Bazaar

Unsatisf ied, 26.67%

Satisf ied, 57.33%

Highly Satisf ied, 13.33%

Never Visited, 2.67%

P a g e | 49

The satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, Highly

Satisfied and Never Visited.

Analysis

From the table, bar graph and pie chart depicted above, satisfaction levels with

the above 75 respondents who answered the questionnaire, 43 indicated a

satisfactory response towards Big Bazaar, and 2 had not visited the store.

Interpretation


and this specific question. This question is aimed at understanding the

satisfaction levels of the consumers under study – Big Bazzar. The object is

also to analyze how far the marketing strategies, brand image, advertisements,

layout, quality etc., contribute towards consumer perception and satisfaction.


companies, can identify the effectiveness of advertisements, location, brand,

price, promotion, product variety etc., on the target consumers. This helps to

understand the current consumer perception about Big Bazaar and the

corresponding satisfaction levels.


evident that a good number of target consumers are satisfied with the stores at

large. However, there are those who are unsatisfied or who have never visited

P a g e | 50

the store at all. Such consumers form the potential market that the companies

must strive to attract.

There are also quite a few respondents who were highly satisfied with the

retail chains. It is imperative for the stores to find out why this is so. They can

modify and apply the same attractions towards the consumers who are less

satisfied.

The above table and graph give a worm’s eye-view of the consumer

perception about Big Bazaar. This can help the marketers understand how

effective their strategies have been.

Analysis

From the pie chart depicted above, satisfaction levels with Big Bazaar are

evident. Of the 75 consumers who answered this question, 57.33% indicate

that they are satisfied with Big Bazaar.

Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,

26.67% indicated that they are unsatisfied with Big Bazaar. Of the total

number of respondents, 13.33% indicated that they were highly satisfied with

Big Bazaar. And 2.67% indicated that they had not visited the store up to the

date of filling in this questionnaire.

Interpretation:

P a g e | 51

Of the consumers approached, 75 agreed to fill in the questionnaire and

answer the above question. The aim of this question is to understand the level

of satisfaction that consumers feel with regards to the retail chain Big Bazaar.

As is evident from the pie chart presented above, a little more than half of the

respondents indicated that they are satisfied with Big Bazaar, while almost

one-eighth indicated that they are highly satisfied with the store. However,

almost one-fourth of the number of respondents indicated that they were

unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill

from the consumers, there are still some things that they are not doing right.

Big Bazaar must identify exactly what the problem areas are and must address

them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.

FINDINGS AND SUGGESTIONS

P a g e | 52

In the surveys, interviews and study conducted above, I came across many

factors that influence the consumers’ perception of a store and their

subsequent shopping and buying decisions. Here, I present the findings

gathered and the suggestions we offer to companies based on the data

gathered and analyzed.

Respondents were asked to choose among five age group categories, viz., 18-

28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as

key factors impacting shopping and purchase decisions of consumers. By

analysing the responses to this question, I as, a researcher, as well as

companies, can identify the demographics of the population that visit retail

outlets.

The highest number of respondents falls in the age group 18-28. It can be

deduced that most of the consumers who visit retail outlets regularly are the

youth. The rest of the population who visit the retail outlets under study can

be listed in the following descending order of distribution – the working age

group, the older age group, the middle age group, and senior citizens.

It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore.

The disparity can be attributed to the small size of the sample under study.

P a g e | 53

Consumers were also asked to indicate their gender. The object of this

question is to understand the demographics of the population under study. By


companies, can identify the distribution in the number of men and women

who visit the retail outlets and appropriate decisions can be made keeping

these numbers in mind.

The highest number of respondents were female, as is depicted by the graph

and chart presented above. The number of male respondents was less

compared to the female respondents.

Two deductions can be made from the above data collected: one, more women

visit retail outlets than men. Two, more women are willing to fill out

questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions

and studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas.

Retail outlets can appeal to the women customers by offering more products

geared especially towards women. They can provide a shopping experience

that women are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men

rather than the women. Since, fewer men visit retail stores as against women,

the companies have a large base of potential customers. By providing products

P a g e | 54

that are geared towards men and by providing a shopping experience that

attracts men, the retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops.

The frequency points furnished were: Once a week, Fortnightly, and Once a

month. By analysing the responses to this question, we, the researchers, as

well as companies, can identify the number of times a customer is likely to

shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can

be deduced that consumers who shop only once a month look to buy groceries

and other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in

bulk. Moreover, such customers may not be open to experimenting with new

stores. Hence, to capture this market, retail outlets must put in place strategies

that attract them. Once they profess a liking to a certain store, they turn out to

be very loyal customers.

Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they

shop so frequently, they must continually be entertained and attracted to make

repeat purchases at stores. When targeting this segment, companies must be

able to get new stock every week, and update their marketing strategies

continuously.

P a g e | 55

Consumers approached were asked which stores they shopped at frequently.

The retail store brands placed before them were Big Bazaar, Shoppers’ Stop,

Marks & Spencer, and others. By analysing the responses to this question, I

as, a researcher, as well as companies, can identify customer preferences

among the varied choices of stores, and can calculate how much market share

they hold.

The highest number of responses has been attributed to Big Bazaar. Big

Bazaar attracts people of many income groups, and offers products that appeal

to a wide array of consumers.

The other stores can be ranked in descending order of preference or frequency

of visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was

indicated by more number of respondents than those who indicated they

frequent Marks & Spencer. This may be because Marks & Spencer targets

only the elite classes in a city where a higher percentage of the population

belong to the middle income group.

In analyzing the other stores that consumers frequent, outlets such as

Westside, Monday to Sunday, More, Central etc., featured. This indicates that

more people frequent stores that cater to the middle income group. This is not

to say that Marks & Spencer has no customer base. However, they may be

unable to generate a high volume of repeat sales.

P a g e | 56

Consumers approached were asked to indicate the types of products they

mostly shopped for at the stores they had selected earlier. The types of

products presented were Clothing, Accessories, Groceries and others. By


companies, can identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit

retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling

item that any retail outlet can provide. One-third of the respondents indicated

that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important

result. Clothing is the fastest moving consumer good. Retail outlets that

provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75

respondents, who were approached on a random basis as they visited the retail

outlets.

Consumers approached were asked an open-ended question to indicate the

reasons they select a particular store to shop at as against any other retail

outlet.


companies, can identify the biggest factors that influence the consumers in

favouring one store over others, direct from the horse’s mouth.

P a g e | 57

If set in descending order of influence as indicated by the consumers, the

factors can be listed as: Quality, Brand name, Affordability, All products

under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store

atmosphere.

From the table, graph and chart depicted above, it is evident that customers

give value to a great many number of factors when deciding which store to

shop at. It would be prudent on the part of the company to identify their strong

and weak areas, which attract or drive away customers to/from their stores.

Consumers approached were asked to rank their preferences on a scale of 1 to

6 of their preferences when choosing to shop at particular stores. The

preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store

Layout’, ‘Proximity’, ‘One-stop shop’. By analysing the responses to this

question, we, the researchers, as well as companies, can identify the biggest

factors that influence the consumers in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality

of the products on sale. When choosing to shop at a particular store, or when

favouring one store over the others, it is seen that most consumers make this

decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store

over others are (in descending order) – Price, One-stop shop, Brand, Store

layout, and Proximity.

P a g e | 58

Although it is said that the most important things in retail are “Location,

location, and location”, from the consumers’ point of view, proximity is of

little concern. The quality, price and variety of goods play big roles in the

decision making process.

Consumers approached were asked if advertisements and promotional

activities influence their shopping decisions. By analysing the responses to

this question, we, the researchers, as well as companies, can identify the effect

of advertising and marketing campaigns on the consumers’ minds and how far

advertisements translate into sales.


evident that a slightly higher number of respondents do not give much

importance to advertisements and promotional activities. The number of

respondents who indicated that advertisements and promotional activities do

have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements

and promotional campaigns, a slightly higher percentage of consumers are not

swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities

have no bearing on the minds of the consumers at all. The responses only

indicate that advertisements serve to keep the brand in retention although they

do not guarantee sales. The products sold at the stores have the biggest impact

on attracting and retaining customers.

P a g e | 59

Consumers approached were asked which form of advertisement they thought

was most effective. The methods of advertising were restricted to three –

Television, Print and Radio. By analysing the responses to this question, I as,

a researcher, as well as companies, can identify the effectiveness of

advertisements through the media identified.


evident that the majority of the respondents feel that television advertising is

the most effective means of advertising. This is indicative in spite of large

number of commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is

indicative of the fact that most of the public ignore radio advertisements or

else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach

the consumer and persuade them to buy are the television and print media,

more so than radio advertising.

Consumers approached were asked about their satisfaction covered in this

study. The satisfaction scale of Big Bazaar comprised of four ranks –

Unsatisfied, Satisfied, Highly Satisfied and Never Visited. The object is also

to analyze how far the marketing strategies, brand image, advertisements,

layout, quality etc., contribute towards consumer perception and satisfaction.


companies, can identify the effectiveness of advertisements, location, brand,

P a g e | 60

price, promotion, product variety etc., on the target consumers. This helps to

understand the current consumer perception of the three stores identified and

the corresponding satisfaction levels.


evident that a good number of target consumers are satisfied with the stores at

large. However, there are those who are unsatisfied or who have never visited

the store at all. Such consumers form the potential market that the companies

must strive to attract.

There are also quite a few respondents who were highly satisfied with the

retail chains. It is imperative for the stores to find out why this is so. They can

modify and apply the same attractions towards the consumers who are less

satisfied.

The above table and graph give a worm’s eye-view of the consumer

perception of the three stores. This can help the marketers understand how

effective their strategies have been.

A little more than half of the respondents indicated that they are satisfied with

Big Bazaar, while almost one-eighth indicated that they are highly satisfied

with the store. However, almost one-fourth of the number of respondents

indicated that they were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill

from the consumers, there are still some things that they are not doing right.

P a g e | 61

Big Bazaar must identify exactly what the problem areas are and must address

them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.

RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR

Pros:

1. Variety : Big Bazaar offers a wide variety of products of different prices

and different qualities satisfying most of its customers.

2. Quality : Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price : As noted the prices and offers in Big Bazaar have been one of the

main attractions and reasons for its popularity. The price ranges and the

products offered are very satisfying to the customers.

4. Location : The location of Big Bazaar has been mainly in the heart of the

city or in the out skirts giving a chance to both the City and the people

living outside the city to shop.

P a g e | 62

5. Advertisements : Big bazaar has endorsed very popular figure like M S

Dhoni and other famous personalities which has attracted a lot of

customers. This has resulted in increase of sale and the outdoor

advertising techniques have also helped Big Bazaar.

6. Middle class appeal : Considering the fact that there are a lot middle

class families in India, Big bazaar has had a huge impact on the middle

class section of India, the prices, quality and sales strategy has helped in

getting the middle income groups getting attracted towards Big Bazaar.

7. Attractive sales : Big bazaar has been known for its great sale and great

offers. Big bazaar has had long lines of people waiting to get into the

store for the sale. Therefore, the sales that Big Bazaar has had has

increased sales in a huge way due to the sales and offers, thus this has

been one of the main advantages of Big Bazaar.

Disadvantages:

1. Store layout : The store layout and the assortment of goods is not the

best at Big Bazaar, as the quantity of goods sold is more the arrangement

and assortment of goods in the store is the greatest. Hence at times

customers find it hard to find what they require, this leads to

dissatisfaction of customers.

2. Lower quality of goods : As Big bazaar aims more toward the middle

income group, the quality of goods is not of the highest quality, and this

is sometimes a disadvantage as some would prefer better quality to the

price, making customers to search for different places.

P a g e | 63

3. Does not appeal to the elite : As mentioned above, the main customers

are middle income and a few high income groups, The elite do not like

to shop at Big Bazaar as the quality of goods is lower and they would

prefer a higher price and get a better brand, this decreases sales from the

elite class.

4. Not acclaimed for very good service : Big Bazaar is not known for high

class service. The staff recruited is not very well trained and the billing

queues take a long time to move, this irritates customers which makes

them visit the store more seldom.

5. Lower quality of goods : As the sore is trying to concentrate on the

middle income group the type of products used is not of the most

superior quality and most of the times nor branded, this may dissatisfy

certain customers.

6. Consumer satisfaction : Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned above Big Bazaar

shoppers are not always satisfied, this is not a positive for the store.

P a g e | 64

Future Group which owns the Big Bazaar and other major stores across India has announced The Great Indian Shopping Festival this summer. It is on from April 16, 2011 to May 15, 2011. This is valid on all the Future Group stores namely Big Bazaar, eZone, Pantaloons, Home Town, Central, etc. With this festival you can win great and assured prizes for as minimum purchase as Rs. 3000 during the Great Indian Shopping Festival duration till May 15, 2011.

Eligibility and DetailsTo be eligible to participate in The Great Indian Shopping Festival, you would need to get an e-passbook either from Big Bazaar or any of the participating stores from Future Group. For this you would need to shop for at least Rs. 1000 and above at the mentioned stores. And then you will need to use this e-passbook every time you shop at these stores and collect points in the form of Sone Ki Chidyas (SKCs) and they can be redeemed for great gifts like crockery sets, overnight bag, LCD TV, etc.

The minimum reward points (sone ki chidiya) that you will need to accumulate to be eligible for the gifts is 12 SKCs. There are gifts worth around Rs. 15 crores to be won during this shopping offer period. The catch here is that to get these gifts you will need to shell out a minor amount as they are not entirely given as free. You will need to pay an extra Rs. 69 to Rs. 4999 to get these gifts along with your accumulated Sone Ki Chidya.

If you are also part of the Future Group’s T24 Mobile then you are eligible to get T24 Talktime for free along with the existing gifts. And also you can win other gifts like 8 Tata Cars and Make Over worth Rs. 10 lakhs from

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Hometown, LCD TVs, Samsung Galaxy Tab, Laptops and Garnier gift hampers

Free GiftsThe gifts that you can get when you shop at Big Bazaar and other stores and thereby accumulate points are as follows:

Rs. 3000 - If you can shop for Rs. 3000 then you will earn 12 SKC points which can be used along with a payment of Rs. 69 to get a gift of Overnighter bag or 6 pieces Tumbler set. Also you can earn up T24 Talktime worth up to Rs. 140.

Rs. 6000 – If your total shopping value during the entire offer period of The Great Indian ShoppingFestival till May 15 crosses over Rs. 6000 then you will get 24 SKC points which can then be redeemed to get 6 pieces desert bowl set or 20 pieces kitchen set by paying extra Rs. 129. You can also get talk time worth Rs. 255 from T24 mobile.

Rs. 12000 – Similarly if you can shop for Rs. 12000 then you will earn 48 points and you will get 16 pieces dinner set or duffle bag by paying extra Rs. 249 and also earn talk time worth Rs. 285.

Rs. 25000 – The shopping worth Rs. 25,000 will help you earn 100 SKC points and by paying extra Rs. 599-799 you can get free digital camera or video camera or trolley bag. Talk time worth up to Rs. 350.

Rs. 50000 – Will earn you 200 Sone Ki Chidiya points which can be redeemed for gifts like set of 3 trolley bags, 20 L Grill microwave oven and also by paying extra Rs. 1499. You can also get talktime worth up to Rs. 600 from Talk 24.

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Rs. 1 lakh – Shopping for Rs. 1 lakh and above will help you get free 51 cm LCD TV or a recliner chair. You will need to shell out Rs. 4999 for it though! You will also earn talk time worth upto Rs. 850 from Talk 24 Mobile.

If you are looking for big purchases and have been postponing or planning for it this summer then utilize this offer to get the above mentioned gifts along with your shopping purchases but remember also that you will need to pay extra to get these so-called gifts from Big Bazaar, eZone or other Future Group stores in India.

Project Report

Documents

big bazaar page

big bazaar future group

big bazaar support

big bazaar introduction

group companies

future logistics

set of big bazaar stores

future brands