237210968-Operation-Project.pdf

8/11/2019 237210968-Operation-Project.pdf

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Project Report On

"Analysis of customer Behaviour, Developing and Strategy to Promoting

Fashionable Clothes"

A report Submitted in partial fulfilment of the requirement for the award of the degree of

Post Graduate Diploma in M anagement (PGDM ) Batch: 2012-2014

Faculty Guidance: Prof. Asok Kumar Banerjee

Submitted By: Alka Jha Roll no: 1221000638

Institute of Management Technology (IMT)


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DECLARATION

I, Alka Jha, hereby declare that the Project entitled Analysis of Customer

Behaviour, Developing and Strategy to Promoting Fashionable Clothes of Big

Bazaar is a Part of (FUTURE GROUP). It is my original work and has not been

published or submitted for any degree, diploma or other similar titles elsewhere.

This has been undertaken for the purpose of partial fulfillment of Post Graduate

Diploma in Management (PGDM) at Institute of Management Technology

(IMT).

Date: Alka Jha

Roll no: 1221000638


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ACKNOWLEDGEMENT

With the blessings of god, I take the opportunity with Great pleasure, a deep

sense of gratitude and profound thanks to everyone who have spared their

valuable time and giving me their co-operation to make this project successful.

First of all I am extremely thankful to my college Institute of Management

Technology for providing me with this opportunity and for all its cooperation

and contribution. I also express my gratitude to my Project mentor and guide

Mr. Kali Kant Mishra. I am highly thankful to our respected project guide for

giving me the encouragement and freedom to conduct my project.

I am also grateful to all my faculty members for their valuable guidance and

suggestions for my entire study.

I would like to express my sincere thanks to Mr. Mr. Kali Kant Mishra of

Manager-Operation (Zonal) of Future Group, for continuous efforts, and proper

guidance, supervision and generous co-operation throughout this work which

enabled me to present this project report.

I would also like to thank my parents for their constant help, support and

coordination which helped me a lot during the training. Special thanks have to

be reserved for all the officials and staff for providing facilities and extending

full support to the training.

Date: Alka Mishra

Roll no: 1221000638


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Table of contents

1. Introduction 1-3

2. Company Profile 4-7

3. Objectives 8

4. SWOT Analysis 9

5. Marketing Mix of Fashion@Big Bazaar 10-12

6. Customer Services in Big Bazaar 13-17

7. Research Methodology 18-19

8. Data Analysis 20-33

9. Recommendations 34-36

10. Limitations 37

11. Conclusion 38

12. Bibliography 39

13. Future Work 40

14. Annexure 1: QuestionnaireAnnexure 2: Pictures

41-43


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1

INTRODUCTION

Retail Industry In India

Abstract

The retail sector in India is booming beyond everybodys expectation. The Indian retail sector

has caught the worlds imagination in the last few years. Indias retail growth is largely

driven by increasing disposable income, favourable demographics, changing lifestyles,

growth of the middle class segment and a high potential for penetration in the urban and rural

markets. The organised retail sector accounts for 8% of the total retail sector in India and is

expected to increase to 20% by 2020(Indian Retail Market Opening more doors:deloitte.com

Jan2013). India has been ranked as the top retail destination globally for retail investment

attractiveness among 30 emerging markets in the world. The Indian retail sector is the second

largest untapped market after China. .(India Retail Apparel :Research by Northbridge capital Jan

2011).

A number of large corporate houses like Aditya Birla,Bharti,Reliance, Future Group, Tata

retail, RPG and Rahejas have diversified to add retail to their sector portfolio. The organised

retailer sees competition from the unorganised sector as their biggest challenge followed by

competition between organised retailers and the inefficiency of distribution channels, internal

logistical problem and retail shrinkage.

Overview of Indian Retail Industry

India is one of the largest emerging markets with a population of over 1 billion. It is one of

the largest economies in the world in terms of purchasing power. Organised retailing has

become more popular in big cities in India and most of the metropolitan cities and other big

cities are flooded by modern organised retail stores. Many semi-rural areas have also

witnessed entry of such organised retail outlets. Indias retail market size is currently US$350

billion and is now growing at a CAGR of 15-20% which is quite lucrative.(Winning in

Indias sector (pwc.com)Retailing as a whole contributes almost 14% to Indias GDP and

employs almost 8% of Indias employable population. The organised sector accounts for a

mere 8% indicating a huge potential market opportunity that is lying in the waiting for the

consumer savvy organised retailer. Purchasing power of Indian urban consumer is growing

and branded merchandise in categories like Apparels, cosmetics, shoes, watches, beverages,food and even jewellery are slowly becoming lifestyle products that are widely accepted by

the urban Indian consumer.

Recognising the long-term growth potential of Indias retail market, some of the countrys

largest conglomerates have allocated billions of dollars to launch large scale retail initiatives

that span cash-andcarry,food and grocery, books, music and leisure, gems and jewellery,

footwear, apparel, accessories, etc. India-based retail incumbents are expanding their

presence across a range of categories, experimenting with formats, launching private labels,

strengthening supply chain systems and more.


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THE IMPORTANCE OF RETAILING

Retailing has a tremendous impact on the economy. It involves high annual salesand

Employment.Retailers participate in the sorting process by collecting and assortment of goodsand

Services from a wide variety of suppliers and offering them for sale.

They provide information to consumers through advertising, display and signs and

Sales personnel.

Retailing in a way is the final stage in marketing channels for consumer products.

Retailers provide the vital link between the producers and ultimate consumers.

THE SCENARIO OF RETAILING IN INDIA

Retailing is the most active and attractive sector of last decade while the retailingIndustry itself has been present since ages in our country it is only the recent past thatit Has witnessed so much dynamism.

The emergence of retailing in India has more to do with the increased purchasing

power of buyers, especially post liberalization, increase in product variety andincrease in economies of scale.

The retails sales are at the highest point in history and new technologies areimproving Retail productivity.


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Food and Grocery is the largest category within the retail sector with 60 per cent share

followed by Apparel which is 8% of the total retail sector.

Growth in the Indian Retail Sector

4 Apparels Contribution to Indias GDP

92%

8%

0%0%

Unorganised Retail Organised Retail

424

518

869

0

100

200

300400

500

600

700

800

900

1000

2010 2012 2015 (E)

18.8% CAGR

10.6% CAGR

GDP: $ 1370 BILLION

Private Consumption $795

Billion

Public Spending And

Investment $575 Billion

Retail $435 Billion Non Retail $360 Billion

Apparel $33 Billion Apparel Export $23.5 Billion


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COMPANY PROFILE

The future group ceo Kishore Biyani is the head who see in to the details of every project.

With the concern of ceo of future group only decisions are taken. The owner of future group

and the ceo of future group are same hence all the activities which take place have to told in

advance so that a proper action can be taken. With the help of the other people the future

group owner or future group ceo accomplishes the target as well as changes the strategy as

the time comes. According to the market conditions and the preference of the people owner

of future group has come up to this level. The future group owner is rigorously attempting to

do the best for the welfare of the people and the country on the whole.

The company was initially founded by the future group ceo or owner of future group KishoreBiyani. All the new that comes in the press or an important decision comes from ceo of futuregroup and future group owner. It is very necessary that the latest methodologies are usedwhich will be helpful in tracking for the benefits. If the customers are not satisfied then it will

be difficult to carry on thus future group owner or future group ceo is striving hard with theinnovative means. Even you need to get information about the new ventures started by ceo offuture group and owner of future group then you can get it over the internet.

Thus for every organization it is really beneficial that the CEO takes an upper edge over allthe decisions. If ceo of future group takes the decision then it will be better. Though futuregroup owner or future group ceo can leave the decisions on the other people and they willhandle but still it is the duty to give some kind of support which will be influential for thefirm.

The future group consists of some of the most important names which include rajan malhotra

future group, roopa purushothaman future group and anuradha tripathi future group. They are

concerned with the different sections of the group and work according to the strategy they

plan. The employees who work under them have to coordinate with the higher authority so

that they can come up with new innovations that will boost the progress of the organization.

Though anuradha tripathi future group, rajan malhotra future group and roopa purushothaman

future group are in different departments but still they have to manage the activities which are

going around. It is their duty to fulfil the targets which have been set up in the long run.


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Big Bazaar, Is se sasta aur accha kahi nahin Indias first hypermarket chain launched in

2001.

Big Bazaar is not just another hypermarket. It caters to every need of our family. Where Big

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

At Big Bazaar, we will definitely get the best products at the best prices thats what we

guarantee. With the ever increasing array of private labels, it has opened the doors into the

world of fashion and general merchandise including home furnishings, utensils, crockery,

cutlery, sports goods and much more at prices that will surprise you. And this is just thebeginning. Big Bazaar plans to add much more to complete our shopping expereince.

Big Bazaar brings the most powerful Retail credit card in India.

3 Timeline

2001

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

and Hyderabad.

-

2002- ICICI Bank card is launched

2003

- Big Bazaar enters Tier II cities with the launch of the store in Nagpur.

- Big Bazaar welcomes its 100 millionth customer at its new store in Gurgaon.

2004

- Big Bazaar wins its first award and national recognition. Awarded the countrys

most admired retailer in value retailing at the India Retail Forum.- A day before Diwali, the store at Lower Parel becomes the first to touch the 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.

- Big Bazaar and ICICI Bank launched ICICI Bank Big Bazaar Gold Credit card

program to reward it loyal customers.


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Board of directors1. Managing director - Mr Kishore Biyani2. Wholetime Director -Mr Gopikishan Biyani, Mr Rakesh Biyani

3. Director -Mr Shailesh Haribhakti , Mr S.Doreswamy , Mr Darlie Koshy , Mr Anil Harish

BIG BAZAAR SUPER CENTER

Mission and Values

MISSION VALUES

We share the vision and beliefs that

our customers and stakeholders will

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 withconfidence and renewed ambiton.

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.

Indianness: Confidence in ourselves

Leadership: To be a leader, both in

thought and business.

Respect and 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 and Positivity: Simplicity

and Positivity in our thoughts, beliefs

and actions.

Adaptability: To be flexible and

adaptable to meet challenges.

Flow: To respect and understand the

universal laws of nature.

Big Bazaar Hyper mart chain in IndiaOutlet 140 OutletsParent Group Future GroupOwner Kishore biyaniFounded 2001Head Quarter Jogeshwari, Mumbai

Industry RetailTagline Naye India Ka Bazaar


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OBJECTIVES

PRIMARY OBJECTIVES:-

To Study the Analysis of Customer Buying Behaviour,

To Promote Developing and Strategy Fahionable Clothes.

To Study the Analysis Of Customer Buying Behaviour:-

To analyze the Consumers Buying hobbits towards Big Bazaar. To analysis the

Consumers needs, wants and demands towards Products. How they feel about

Quality, Variety, Style, Merchandise, Service, Discounts etc. Overall Products of Big

Bazaar.

To Promote Developing and Strategy Fashionable Clothes:-

Fashionable Clothes like in Fashion@Big Bazaar, How consumers feel about the

Shirts, Jeans, Trouser etc. How they advertising the fashionable Clothes, How they

generate Consumer awareness. What are the competitors of Fashion@Big Bazaar

towards Consumers.

SECONDARY OBJECTIVES:-

Swot analysis of Big Bazaar.

To find out the current status of Big bazaar Profit Club.

To find out the Customer response towards Big Bazaar.

To identify main competitors of Big bazaar.

To study the satisfaction level of customer in General Merchandise.

To Analysis on Customer Insights and Satisfaction from Fasion@Big Bazaar.

To Analysis of Factors that pulls Customer towards a Fashion Retail Store.

To Study the End of Session Sale Promotional Strategies Adopted Fashion

Retailers.


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SWOT Analysis

Strength

1. Affordability for middle class2. Quality, choice and convenience

3. Wide range of products and service offerings

4. Strong presence in local market

5. Attractive promotional offers

6. Large no. SKU provided to consumer

7. Good branding and advertising by also roping in celebrity

brand ambassadors

Weakness

1. Not known globally and restricted to the Indian market only

2.No different game plan according to divergent people, their

lifestyles, their tastes and budgets in India

Opportunity

1. To expand globally by tie-ups

2. Entering into high premium segment

3.Opportunity to expand into financial services catering to huge

segment

4. Increased rural penetration

Threats

1.Competitors global presence

2. Future bazaar under debt can cause financial problems

3.Low priced brand perceived to be of low quality in Indian

consumer minds


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MARKETING MIX OF FASHION@BIG BAZAAR

Product:

Categories Present:

Womens Wear Tops

Jeans

Kurtis

Ladies SKD (Salwar

Kurta Dupatta) set

Track Pants

Night Wear

Mens Wear Casual T-shirts

Casual Shirts

Formal Shirts

Jeans

Formal Trousers

Ties

Socks

Accessories Belts


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Brands Available:

National Brand:

In-House Brands:

-

DJ&C-

Spunk

-

Buffalo

-

NYX

- Knighthood

- AFL

PRICE:

The price range in Fashion @Big Bazaar for men and women is as follows:

Womens wear:

Tops 199-749

Jeans 800-850

Kurtis 199-599

SKD 799-1399

Mens wear:

T-Shirts 199-599

Shirts 199-999

Jeans 399-1499

Accessories:

Belts 99-199

Junk Jewellery 149-249


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Big Bazaar has low margin and high sales volume. Pricing at Big bazaar is based on the

following techniques:

Psychological Pricing: It uses the concept of psychological pricing (Rs 49,99,199,499) to

attract the customers.

Product Bundling Pricing: It refers to selling combo packs and offering discount to

customers. These combo packs add value to customer and leads to increased sales.

Example: Buy 2 Jeans at Rs 1450 (Price of one jeans=800)

Special Event Pricing: Special prices are given in events like Durga Puja, Diwali, etc.

Special discounts are also given every Friday owing to Fashion Friday campaign of Fashion

@Big Bazaar.

Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-

peak hours or days of shopping is also a pricing technique used in Indian retail, which is

aggressively used by Big Bazaar. e.g. Wednesday Bazaar

Place:

Big Bazaar stores are operational across three formats- hypermarkets spread over 40,000-

45,000 sq feet, the Express format over 15,000-20,000 sq feet and the Super Centres set up

over 1lakh sq feet. Big Bazaar has 214 stores across 90 cities and towns in India. Apart from

the metros the stores are also doing well in Tier 2 cities. The stores are normally located in

high traffic areas. Big Bazaar also has its stores in developing areas to take advantage beforethe real estate value boomsPromotion:

FBB promotes itself using the following elements:

Above The Line (ATL) Elements:

Print

Radio

Below The Line (BTL) Elements:

Outdoors

Cable TV Leaflets

Auto Announcement

Auto Back Branding

Van

Banners

Posters

Movie hall Slides

Corporate Emailers


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CUSTOMER SERVICES IN BIG BAZAAR

Customer service is the provision of services to customers before, during and after apurchase.According to Turban Customer service is a series of activities designed to enhance the level

of customer satisfaction that is, the feeling that a product or service has met the customer

expectation."Its importance varies by product, industry and customer; defective or broken merchandise can

be exchanged, often only with a receipt and within a specified time frame. Big Bazaar willoften have a desk or counter devoted to dealing with returns, exchanges and complaints, orwill perform related functions at the point of sale; the perceived success of such interactions

being dependent on employees "who can adjust themselves to the personality of the guest,"Customer service plays an important role in an organization's ability to generate income andrevenue. From that perspective, customer service should be included as part of an overallapproach to systematic improvement. A customer service experience can change the entire

perception a customer has of the organization.Customer support is a range of customer services to assist customers in making cost effectiveand correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product.

Promotional Schemes and Innovations:

Sabse Sasta Din

Big Bazaar introduced Sabse Sasta Din (Cheapest Day) with the intention of attaining a

sales figure of Rs 26 crore in a single day. The concept became such a hit that the time period

for the offer had to be increased from one day to three days in 2009 (January 24 to 26) and to

five days in 2011 (January 22 to 26).Special discounts are given on fashion along with home

needs, food, electronics, mobiles and others.

Maha Bachat

The concept of Maha Bachat (Mega Saving) was introduced in the year2006 as a single day

campaign with attractive promotional offers across the company outlets. Over the years, the

concept has grown to become a six-day biannual campaign. During this campaign, attractive

offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic

Bazaar and Furniture Bazaar.

The Great Exchange Offer

Introduced on February 12, 2009, The Great Exchange Offer allows customers to exchange

their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand

new goods from Big Bazaar outlets across the nation.

Celebrity Brand Endorsement

Asin and M.S Dhoni were the endorsers for Fashion@Big Bazaar


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Customer oriented Strategy

Attracting & retaining customers.

Uses Non- Traditional Strategy.

Moving demo-trolley.

Used young population as strategic blessing.

Attractive Design, interior & good atmosphere.

Objectives of Customer ServicesProvide customers and staff with clear standards and expectations

Ensure all customer contact reaches an appropriate conclusion

Minimize incidences of repeat contact

Seek to provide a seamless service for customers

Provide equal and easy access to our services at a time, place and channel that meet the needsof residents, businesses and other stakeholders

Cater for customers needs irrespective of age, gender, physical or financial ability, ethnicorigin, race, religion or geographical location

Provide a prompt, courteous and knowledgeable response to all customer enquiries.

Equip our staff to provide customers with an excellent standard of service

Enable our customers to provide feedback easily, through complaints, customer surveys, etc

Use customer compliments, comments and complaints to drive improvements to service

Improve the speed, quality and consistency of response to enquiries by having ourinformation in a format that can be easily accessed

Market Segmentation of Fashion@Big Bazaar

Big Bazaar has divided India into three segments:

1.

India one: Consuming class which includes upper middle and lower middle class

(14% of India's population).


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2.

India two: Serving class which includes people like drivers, household helps, office

peons, liftmen, washermen, etc. (55% of India's population) and

3. India three: Struggling class (remaining 31% of India's population).

While Big Bazaar is targeted at the population across India one and India two segments,

Aadhaar Wholesale is aimed at reaching the population in India three segment. With this,

emerged as a retail destination for consumers across all classes in the Indian society.

The Target Market Segment for Fbb are:

a) Price conscious people

b) People who want styles and designs at affordable prices

Competitors of Fahion@Big Bazaar

Pantaloon

Reliance

Shoppers stop

Westside

Globus

Max

Spencers

Vishal mega mart

Local retailers


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IMPROVEMENT OF BIG BAZAAR PROFIT CLUB

Big Bazaar has now launched its new promotion scheme Big Bazaar Profit Club with much

hype and hoopla and this one of the first attempts by a mainstream retailer to make thecustomers buy more from them. Thisscheme allows a customer to pay Rs.10,000 upfront andafter joining this club they can shop for Rs.1,000 a month for 12 months. The catch here isthey can buy for 20 per cent extra. Though this has been tried by jewellery retailers, this is thefirst time that a mainstream retailer is coming out with such a promotionalcampaign. Thoughthis scheme is slowly picking up it has actually resulted in some experts raising eyebrows.Some in the industry believe that this a strategy by Big Bazaar to improve its cash flowswhich saw negative cash flows of Rs.4.92 crores for 18 months ended 31 stDec 2012. Withthis campaign, the retailer would be able to lock in customers for next 12 months and this willhelp the company to improve its sales for next three or four quarters. It is reported thatalready 20,000 customers have become members of the Big Bazaar Profit Club which has

resulted in Big Bazaar netting Rs.20 crore in advance.But all does not seem so rosy for Big Bazaar. There are some who believe thatthis scheme will not have much impact on the balance sheet of the company because thesheer size of balance sheet is so high that even if 200,000 customers sign in for this programthe companys finances will be miniscule. Even if there is 10 times increase in the enrolment

that will only mean Rs.200 crore in the kitty of Big Bazaar which is too miniscule lookinginto the debt size which stands at Rs.2,500 crore.Whatever be the stand of the experts, one silver lining in this whole promotion exercise isthat Big Bazaar have better bargaining power with the suppliers and help them meet theworking capital needs better as there will be increase in the sales. It is for sure that thecompany would be able to increase their market share andsales volume with this scheme.

The Big Bazaar Profit Club launched by Future Group already has 20,000 customers. Under

this scheme, a customer has to pay Rs 10,000 upfront, after which he can shop for Rs 1,000 a

month for 12 months. In other words, he gets a shopping bonus of 20 %. Had the customer

put the money in a fixed deposit with a bank, his earnings wouldn't have been more than 9 %.

Schemes like this have traditionally been popular amongst independent jewelers - Customers

pay 12 installments and the jeweler chips in with the 13th. This is the first time that a

mainstream retailer is trying it out and on such a large scale.


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Strengths of the scheme:

The scheme will improve the company's sales for the next three or four quarters as it will

lock in customers for the next 12 months. Over 20,000 customers have already signed up for

the scheme, meaning Rs 20 crore is already banked with the company.

Once a customer comes in they are likely to buy for more than the free coupon amount. In

the pilot scheme the average ticket size of a Big Bazaar Profit Club member was reported to

be Rs 2,300 per visit, which was almost double the ticket size of a normal shopper.

The accrued funds will reduce working capital requirements and consequent interest

outflow.

The increase in sale volumes will give the retailer better bargaining power with the

suppliers.

Concerns regarding the scheme

The scheme will further reduce margins of the company which is already in the red. It had

reported a loss of Rs 20.41 crore on a turnover of Rs 1,285.54 crore for the quarter ended

December 31, 2012.

The cost of managing so many accounts is high. The administrative costs are expected to be

1-2 % of sales.

FEATURES

When Customer fill the registration form they will get a card. By showing this card, They

will get additionally Rs,2000 Shopping free thats mean monthly Rs,2000.

If a customer not coming 2 months he/she will get Rs,3000 Shopping in next time.

The minimum age of this registration is 18 years. This card valid across all (Big

Bazaar/Future Bazaar/Fashion at Big Bazaar). This card valid for 18 months.

STEPS TO IMPROVE

Most of the Customers dont know about this club. Many customer visit first time.Awareness should be necessary.

Sales Promotion should be improved, thats mean try to organize a show which

provide all the features and facilities about this Card.

Leaflet should be distributed to all the Customers.

Marketing should be needed.

Every Sales person should be more aggressive.

Visual display plays a very important role.

There should be more facilities to customers for making this card more attractable.

Customers who get this card should provide additional discount 5-10%.

Top Management should be regularly talk with Subordinates and take feedback. After approaching Customer try to collect their names and address.


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RESEARCH METHODOLOGY

Methodology adopted for study

Discussion with the executives, managers, employees.

Visiting & surfing websites of company.

Meaning

Research Methodology is a set of various methods to be followed to find out variousinformationsregarding market strata of different products. Research Methodologyis required in every industry for acquiring knowledge of their products.

Sources of Data

Primary Source

Secondary Source

Primary Source-The primary data was collected by means of a survey. Questionnaires were

prepared and customers of the big bazaar were approached to fill up the questionnaires. The

questionnaire contains the type and quality of services provided by the Fashion@Big bazaar

to the customers.

Secondary Source-In order to have a proper understanding of the customer service of Big

Bazaar a depth study was done from the various sources such as books, a lot of data is alsocollected from the official websites of the Big bazaar and the articles from various search

engines like Google, yahoo search and answers.com.

Research Design-The research design is exploratory till identification of customer services

parameters. Later it becomes descriptive when it comes to evaluating customer perception of

customer service of the big bazaar.

RESEARCH SAMPLE

SAMPLING PLAN:


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SAMPLE SIZE:The work is a case of Big bazaar one of the Retail Sector industry together representing great

percent of the market share of Indian retail sector. The survey was conducted in the city ofKolkata with one branches of big bazaar, with 200 customers as respondent.

DATA COLLECTION TOOL-Data is collected from various customers through personalinteraction. Some other information is collected through secondary data also. Data was

collected through a structured questionnaire. The questionnaire consists of two parts. The first

part consists of one questions concerning the demographic information of the respondent

such as gender. The second part consisting of 4 questions exploring the respondents

perception about the customer services of Fashion@ big bazaar.

RESEARCH LIMITATIONS

The study is only for the big bazaar confined to a particular location. Hence the findingscannot be treated as representative of the entire retail industry.

Respondents may give biased answers for the required data. Some of the respondents did notlike to respond.

Respondents tried to escape some statements. This was one of the most important limitationfaced, as it was difficult to analyse and come at a right conclusion.


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DATA ANALYSIS ON CUSTOMER INSIGHTS AND SATISFACTION FROM

FASHION AT BIG BAZAAR

Demographics of the Respondents:

No. Of Respondents based on Gender:

Gender Total Percentage

Males 579 64%

Females 321 36%

This shows that majority of the respondents that is 64% of the respondents are males.

Males

64%

Females

36%


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Analysis of Customers Satisfaction and Insights into Fashion at Big Bazaar:

Customers preferred shopping destination for fashion:

Interpretation: This chart shows that majority of the respondents (46%) shop from Big Bazaar

and the second position is held by Pantaloons from which the next majority (27% of the

respondents) shop.

Big Bazaar46%

Reliance Trends

6%

Max

4%

Pantaloons

27%

Westside

6%

Shoppers Stop

7%

Others

4%


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Customers ratings on pricing of Fashion at Big Bazaar

(1-very poor, 2-poor,3-neutral,4-good,5-very good)

Ratings Total Percentage

1 8 1%

2 30 4%

3 238 26%

4 499 55%

5 125 14%

Interpretation: Maximum respondents (55%) are satisfied with the pricing at Fashion at Big

Bazaar, 14% of the respondents find it very good. Its only 4% of the respondents who find

the pricing poor and 1% who find it very poor.

8

30

238

499

125

0

100

200

300

400

500

600

Very Poor Poor Neutral Good Very Good

Price Rating


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Customers ratings on quality of merchandise at Fashion at Big Bazaar



1 14 2%

2 66 7%

3 361 40%

4 384 43%

5 75 8%

Interpretation: This shows that majority of the respondents (43%) find the quality of

merchandise at Fashion at Big Bazaar to be good.8% find it to be very good. Only 7% of the

respondents seem to be dissatisfied with the quality of merchandise and 2% find it very

poor.40% of the respondents remain neutral about their views.

14

66

361

384

75

0

50

100

150

200

250

300

350

400

450

Very poor Poor Neutral Good Very Good

Quality Rating


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Customers ratings on the Designs/styles available at Fashion at Big Bazaar



1 17 2%

2 87 10%

3 344 38%

4 378 42%

5 74 8%

Interpretation: Only 42% of the respondents find the styles of merchandise at Fashion at Big

Bazaar to be good.8% find it to be very good. 38% remain neutral about their views . 10% of

the respondents are not satisfied with the styles available in the fashion segment of Big

Bazaar and 2% find it to be very poor.

.

17

87

344

378

74

0

50

100

150

200

250

300

350

400


Design Rating


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Customers ratings on availability of variety at Fashion at Big Bazaar



1 9 1%

2 72 8%

3 312 35%

4 390 43%

5 117 13%

Interpretation: This shows that maximum respondents (43%) are happy with the variety

availability.13% find the variety to be very good. But a large chunk that is 35% remains

neutral about the fact and 8% of the sample population find the styles at Fashion at Big

Bazaar to be poor and 1% is very poor.

9

72

312

390

117

0

50

100

150

200

250

300

350

400

450


Variety Rating


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Customers ratings on the Store Displays carrying Information at Fashion at Big Bazaar



1 5 .5%

2 32 3.5%

3 234 26%

4 442 49%

5 187 21%

Interpretation: This shows that maximum respondents (49% of the total respondents) find the

store displays to be good.21% find it to be very good.26% remain neutral and only 4% of the

respondents find it to be poor.

5

32

234

442

187

0

50

100

150

200

250

300

350

400

450

500


Store displays carrying

information ratings


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Customers ratings on the Behaviour of Employees at Fashion at Big Bazaar



1 12 1%

2 22 2%

3 163 18%

4 471 52%

5 232 27%

Interpretation: This shows that maximum respondents (52% of the total respondents) find the

Store employees behaviour to be good.27% find it to be very good. Only 2% of the

respondents are unhappy about the Store Employees behaviour.1% find it to be very poor.

1222

163

471

232

0

50

100

150

200

250

300

350

400

450

500


Store Employees Behaviour

Ratings


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Customers ratings on the Discounts and Offers given at Fashion at Big Bazaar



1 9 1%

2 42 5%

3 151 17%

4 389 43%

5 309 34%

Interpretation: It can be seen that majority of the respondents (43% of the total respondents)

find the offers and discounts of Fashion at Big Bazaar to be good. 34% find it to be very

good. Only 5% of the respondents find the discounts to be poor and 1% find it to be very

poor.

9

42

151

389

309

0

50

100

150

200

250

300

350

400

450


Discounts/Offers


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Customers ratings on Customer Service at Fashion at Big Bazaar



1 35 4%

2 26 3%

3 134 15%

4 524 58%

5 181 20%

Interpretation: This shows that maximum respondents (58% of the respondents) find the

customer service at Fashion at Big Bazaar to be good.20% find it very good. Its only 3% of

the total respondents who find the customer service to be poor and 4% who find it very poor.

35 26

134

524

181

0

100

200

300

400

500

600


Customer Service


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Customers preferred store on the basis of Prices:

Store Total Percentage

Big Bazaar 696 77%

Reliance Trends 25 3%

Max 29 3%

Westside 32 4%

Pantaloons 115 13%

Globus 3 0%

Interpretation: Big Bazaar emerges as a clear winner when it comes to Prices. 77% of the

total respondents preferFashion at Big Bazaaron the basis of attractive prices. Pantaloons isranked second with 13% respondents choosing it.

77%

3%

3%

4%

13%

0%

Big Bazaar Reliance Trends Max Westside Pantaloons Globus


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Customers preferred store on the basis of Quality of Merchandise offered:


Big Bazaar 286 32%


Max 43 5%

Westside 92 10%

Pantaloons 431 48%

Globus 7 0%

Interpretation: Majority of the respondents (48%) prefer Pantaloons on the basis of quality of

merchandise offered. Fashion at Big Bazaar ranks second with 32% of the respondentschoosing it and Westside ranks third with 10% respondents choosing it.

32%

4%

5%

10%

48%

1%



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Customers preferred store on the basis of Styles:


Big Bazaar 207 23%


Max 69 8%

Westside 111 12%

Pantaloons 455 50%

Globus 7 1%

Interpretation: Maximum respondents (50%) chose Pantaloons on the basis of styles

available. Big Bazaar was ranked second with 23% responses and Westside third with 12%

responses.

23%

6%

8%

12%

50%

1%



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Customers Satisfaction with respect to the display of merchandise at Fashion at Big

Bazaar:

Total Percentage

Highly Satisfied 229 26%

Satisfied 502 56%

Neutral 90 10%

Dissatisfied 40 4%

Highly Dissatisfied 39 4%

Interpretation: Maximum respondents (82% of the total respondents) are satisfied with the

display of merchandise at Fashion at Big Bazaar. Only 8% of the respondents are not

satisfied with it.

229

502

90

40 39

0

100

200

300

400

500

600

Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied


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SUMMARY OF DATA ANALYSIS:

1. Majority of the respondents shop for apparel from Fashion at Big Bazaar followed by

Pantaloons.

2. Customers were happy with the following attributes of Big Bazaar:

Price

Store Atmosphere

Store displays

Employees behaviour

Advertisements

Discounts/Offers

Customer Service

3.

Customers found the following attributes of Fashion at Big Bazaar to be poor:

Quality

Designs

Variety

Outside Appearance of the store

4. Customers preferred Fashion at Big Bazaar for Price, Discounts/Offers and Store

Atmosphere.

5. It was found that Pantaloons is the major competitor of Fashion at Big Bazaar.

Customers chose Pantaloons over fbb for its merchandise quality, variety and styles.

6. Customers were satisfied with the display of clothes, size availability and space

management at Fashion at Big Bazaar.

7.

Hoardings and Newspapers are the most effective means of communication for thecustomers.

RECOMMENDATIONS ON THE BASIS OF DATA ANALYSIS

1. Betterment of Quality- Only 51% of the respondents were satisfied with the quality

of merchandise offered by Fashion at Big Bazaar. Also,Pantaloons was preferred

over Fashion at Big Bazaar in terms of quality of apparel. So Big Bazaar should try to

improve the quality of merchandise it offers.

2.

Bring in more styles- Only 50% of the respondents were satisfied with theavailability of latest styles at Fashion at Big Bazaar. Also, Pantaloons was preferred

over pantaloons in terms of styles. Pantaloons offers the customers many styles to

choose from. So, Big Bazaar can consider improving its merchandise in terms of its

style offerings.

Like Westside and other fashion retail formats, it can tie up with international

fashion forecasting agencies like WGSN and offer the latest style trends.

It can also consider getting in more low to mid ranged brands in the store that

are latest in terms of style.

Also, the absence of womens formals at fbb is a drawback. So, fbb canconsider introducing this segment in its stores.


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Also, the collection of fbb western apparel is basic and casual. So it can

consider introducing a party wear segment especially for the womens section.

Examples of Theme based promotions done by various fashion retail formats:

Back to Earththeme of Shoppers Stop emphasised on an eco friendly range where

jute fabrics were used as key material in display.

Back to holidays theme of Shoppers Stop featured kids holiday range where the

window display showed a beach replete with sun, sand and surf boats to promote

casual summer kids wear.

Shoppers Stops theme Sonnet of the Summer in March 2013, had a vivid floral

theme to promote its floral spring summer collection.

Allen Solly had a theme called Colour Lab which allowed customers to choose froma range of colours and encouraged cross selling.


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Westside has used themes like Hawaiianand Wildest Way. Globus is currently using

the theme Casual blues (June 2013) to promote its denim and tees collection.

RECOMMENDATIONS BASED ON CUSTOMERS SUGGESTIONS AND

COMPLAINTS:

1. Consumers complained of salespeople not present in the store. They had to be called

from other sections of the store for help. So, Big Bazaar should ensure availability of

salespeople in the fashion section at all times.

2. Consumers also complained of the billing procedure to be really slow. So, Big Bazaar

can consider opening a section exclusively for fashion or add another billing counter

to its already existing one.

3.

Consumers were not aware of the denim fest happening in Big Bazaar before visitingthe store. They said that the denim fest was not promoted and advertised in an

efficient way. Promotions were limited only inside the mall (Ground Promotions

inside Mani square ground floor ) and inside the stores .So, Big Bazaar should

advertise such events in a more extensive way.

4. Customers were not very happy with the styles available. They complained of Big

Bazaar not coming up with the latest trends in the market. So, Big Bazaar should

concentrate more on the designs and styles to retain and extend its customer base.

5. Customers also suggested that seating arrangement should be made in the store.

6.

Availability of free drinking water was another suggestion made by some customers.


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LIMITATIONS

Some Customers was not willing to giving proper response.

Due to very large size of the population, only a selected sample of customer could be

contacted.

Some of respondents were not co-operative they didnt provide some of the details.

As per company rule many information was not disclose as the manager were busy in

their daily schedule. It was not possible for us to spend more time in interaction with

them.

Due to time constraint and other imperative work load during time period it could not

be made possible to explore more area of concern pertaining to study.

Personal biases might have come while answer the question.


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CONCLUSION

As most of the retail industries did market research before entering into market. Samething was done by Big Bazaar. Location, market, consumer perception analysis wasdone by big bazaar.

In one year, much more diversification was done in it. And to retain customers theyuse many loyalty programs & IT techniques.

Big bazaar, a part of future group is a hypermarket offering a huge array of goods ofgood quality for all at affordable prices. Big bazaar with over 140 outlets in different

part of India is present in both the metro cities as well as in small towns.

Fashion@Big bazaar can attract more customers by different variety and assortments.

Big Bazaar can improve customer satisfaction by providing home delivery services.

We can conclude that Big Bazaar has one of the major retail industry in india.

Working environment is good and also the various facilities is provided to increasethe customer services.

There exist a healthy & strong relationship between employees and managers.

The employees accept their responsibility wholeheartedly and perform the services in

well manner that satisfied the customers.


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BIBLIOGRAPHY

References

1. Philip Kotler, marketing management,

(Pearson education, 12thedition)

2. Naresh Malhotra marketing research (An applied orientation),Research design, (Prentice hall of India pvt. 5th edition)

3. Berman B and Evans J.R, Retail Management(Pearson education, 10th edition)

4. Service Marketing by M.K Rampal

5. Integrated service marketing (4th edition) by Zeithmal

6.Retailing by levitiez and Pandit

7. Retail Marketing Strategies by Dr. Ramkishen Y.

Internet web sites

1 bigbazaar.co.in

2 literature review on bigbazaar.com

3 retailseminar.in

4 organizedretail.co.in

5 google.com

6 www.futuregroup.com


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FUTURE WORK

There is no end to the possibilities, so no research work is ultimate. Every research can pave

the way for further research into the aspect concerned. This is true for this research project

also. As the Indian economy is going to grow manifold in the coming years and the ease in

FDI in Indian retail sector, the percentage of organised retail will go up in India. This creates

a chance to further enquire into the customer preferences, retail formats, merchandising etc.

So although this project is self-conclusive itself but future research is possible and

appreciated.

The experience and knowledge that I have gathered during the doing of my project work will

a great help for me. When I will be working in the industry. I have also learnt few basics

about customer handling, interactions with the peoples and current positions of the market,

which will help me in my near future.


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Annexure 1

Questionnaire

1. Gender

Male Female

2. Where do you mostly buy clothes from?

Big Bazaar

Reliance Trends

Max

Pantaloons

Westside

Shoppers Stop

Others (Please Specify)

3.On a scale of 1-5, rate the following with respect to the fashion at Big Bazaar (1- very

poor, 2-poor, 3- Neutral, 4-good, 5- very good)

1 2 3 4 5

Price of the Apparel

Quality of the Apparel

Design/Styles

Variety Available

Store Displays carrying Information

Store Employees Behavior

Discounts/Offers given

Customer Service (Sorting, Billing)


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4. Choose your preferred store on the basis of the following criterias:

Fbb Pantaloons Max Reliance Trends Westside

Globus

Price

Quality

Style

Other(Please Specify

5. How Satisfied are you with the following attributes of Fbb?

Highly

Satisfied

Satisfied Neutral Dissatisfied Highly

Dissatisfied

Display of

Merchandise

Space

Management

in the Store

Availability

of Sizes


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Annexure 2

Pictures


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Name- Alka Jha

Post Graduate Diploma in Management (PGDM)

Institute of Management Technology (IMT)

Batch: 2012-2014

Roll no: 1221000638

237210968-Operation-Project.pdf

Documents

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