“A STUDY ON BUYING BEHAVIOUR OF CUSTOMER IN

BIG BAZAAR IN LUCKNOW”

Submitted By : Under the Guidance of :

Mohan Agarwal Mr. Hitesh Keserwani

BBA (2010-2013) Faculty Guide

A7006410050 ABS, Lucknow

(Summer Project Report in Partial Fulfillment of the Award of Full Time Bachelors of Business Administration (2010-2013))

Amity Business SchoolAmity University Uttar Pradesh, Lucknow

1

“A Study on Buying Behaviour of Customer inBig Bazaar in Lucknow”

2

DECLARATION

I Mohan Agarwal, a student of BBA 3rd Semester of AMITY

BUSINESS SCHOOL, Lucknow hereby declare that the research

project report titled “A Study on Buying Behaviour of Customer

in Big Bazaar” is my original work and the same has not been

submitted for the award of any other diploma or degree.

Place: LUCKNOW

Date:

3

STUDENT CERTIFICATE

Certified that this report is prepared on the summer project undertaken by me

in “A Study on Buying Behaviour of Customer in Big Bazaar” from 26th

may,2011 to 10th june,2011, under the guidance of MR. HITESH

KESERWANI in partial fulfillment of the requirement for award of degree

of Bachelor of Business Administration (BBA) from Amity University, Uttar

Pradesh.

Date._________

Signature Signature Signature

Mohan Agarwal Mr. Hitesh Keserwani Mr. V.P.Sahi

Student Faculty Guide Director (ABS)

4

FACULTY CERTIFICATE

Forwarded here with a summer Project report on “A Study on

Buying Behaviour of Customer in Big Bazaar in Lucknow”

submitted by Mohan Agarwal Enrollment No.:A7006410050,

student of BBA 3rd Semester (2010-2013) .

This project work is partial fulfillment of the requirement for the degree

of Bachelors in Business Administration from Amity University

Lucknow Campus , Uttar Pradesh

Mr. Hitesh Keserwani

Lecturer

AMITY BUSINESS SCHOOL ,

AMITY UNIVERSITY,

LUCKNOW CAMPUS

UTTAR PRADESH

5

Acknowledgement

A project is never the sole product of a person whose name has appeared on the cover.

Even the best effort may not prove successful without proper guidance. For a good

project one needs proper time, energy, efforts, patience, and knowledge. But without any

guidance it remains unsuccessful. I have done this project with the best of my ability and

hope that it will serve its purpose.

“To be or not to be is not anything which matters, how to be

thankful is what really matters”

It was really a great learning experience and I am really thankful to my faculty, who not

only helped me in the successful completion of this report but also spread his precious

and valuable time in expanding my knowledge base.

I wish to acknowledge my gratitude towards AMITY BUSINESS SCHOOL, and all

those persons who are responsible for the successful completion of this project.

6

Executive Summary

As customers taste and preferences are changing the market scenario is also changing

from time to time. Today’s market scenario is very different from that of the market

scenario before 1990. There have been many factors responsible for the changing market

scenario. It is the customers changing tastes and preference, which has bought in a

change in the market. Income level of the people has changed; life styles and social class

of people have completely changed now than that of olden days. There has been a shift in

the market demand in today’s world. Technology is one of the major factors, which is

responsible for this paradigm shift in the market. Today’s generation people are no more

dependent on hat market and far off departmental stores. Today we can see a new era in

market with the opening up of many departmental stores, hypermarket, shopper’s stop,

malls, branded retail outlets and specialty stores. In today’s world shopping is not any

more tiresome work rather it’s a pleasant outing phenomenon now.

The study is based on a survey done on customers of a hypermarket named big bazaar.

Big bazaar is a new type of market, which came in to existence in India since 1994. It is a

type of market where various kinds of products are available under one roof. My study is

on determining the customer’s demand for big bazaar and the satisfaction level of

customers in big bazaar. The study will find out the current status of big bazaar and

determine where it stands in the current market.

This market field survey will help us in knowing the present customers tastes and

preferences. It will help in estimating the customer’s future needs and wants.

7

LIST OF CONTENTS

S.No. Name of Contents Page NO.

1. INTRODUCTION 8

2. COMPANY PROFILE 20

3. RESEARCH OBJECTIVE 37

4. RESEARCH METHODOLOGY 39

5. LIMITATIONS 43

6. ANALYSES AND INTERPRETATION 45

7. SWOT ANALYSIS 79

8. SUGGESTIONS 82

9. CONCLUSIONS 85

10. QUESTIONNAIRE 88

11. BIBLIOGRAPHY 96

12. ANNEXURE 99

8

INTRODUCTION

9

Introduction About the Company

Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its

chain of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of

management capabilities, high growth product profile, well-developed strategy and

extensive IT and logistics capabilities, PRIL has ensured rapid growth. More importantly,

while most organized retailers are struggling to be in black, PRIL has demonstrated a

consistent track record of profitable growth.

COMPANY RESEARCH

PRIL has chalked out an aggressive expansion plan to increase its retail space to over

1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloon’s, 11Big

Bazaars and 2 Food Bazaar’s has already been finalized, and these would be Operational

over the next two years. PRIL aims to set up over 30 Food Bazaar’s and is scouting for

appropriate locations for the same.

After popularizing the concept of hypermarket in India, PRIL is now also setting up a

new format shopping mall in the country under the name ‘Central’. The format would be

on the lines of a Selfridhes in London or a Central Mall in Bangkok. Two malls of

100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively

Diversity of product range will ensure profitable volume growth

To achieve better return on retail space, PRIL uses certain product categories

as margin managers and certain product categories to generate traffic. The

food and groceries business will act as key volume growth driver while high

share of apparel (which account for over 80% sales in Pantaloon Stores and

40% in Big Bazaar) will enable PRIL to maintain high margins. The

management has demonstrated its ability to improve stock turnovers in both

10

the formats successfully, which has enabled significant margin

improvement.

Fully integrated value chain and own labels give competitive edge

PRIL has a completely integrated value chain in apparels from fabric

manufacturing to apparel manufacturing, branding, distribution to retailing.

The company controls the total value chain from yarn to apparel retailing

and gives a competitive edge in terms of speed of delivery; lower inventory

carrying costs and better realizations. Also, large part of PRIL’s apparel

revenues comes from own private labels. PRIL has developed significant

competencies in apparel branding over a period of time and has developed

own labels (John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel

product categories. Worldwide, private labels give higher margin to retailers

than the national brands.

Also growth of private labels is faster as retailer controls shelf space and

visibility. Other initiatives such as faster turnover of stocks by introducing 6

seasons in a year (against 2 earlier) has helped in

bringing down inventory levels and at the same time providing wider choice

to customer and improving frequency of customer visits.

High scalability of business model – multiplier effect will set in

Size and scale drive economies on procurement and lower logistics which enables a

retailer to deliver better value to customers. The hyper-market format has much higher

scalability as compared to the pure apparel-retailing format. Also, the potential to expand

and scale is virtually unlimited in the food & grocery segment, where efficiencies

improve dramatically with scale as the multiplier effect sets in. Food constitutes the

largest expenditure item (estimated at over 50%) of an average

11

Indian’s monthly personal expenditure. However, the share of modern retail formats in

the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth

potential in the segment.

New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better

choice for selection. Different product categories have different depth and

width in merchandise offering. Besides, PRIL has tied up with Shop-in-Shop

partners in its Big Bazaar stores. Some product categories where the

company does not have core competency or does not want to invest, but

would attract customers are catered through these partners. Eventually, in

the long run, the Company may manage some of these product categories on

its own as volumes grow and it develops competencies in these businesses.

Shop-in-Shop partners typically pay a fixed rental for their space and share a

part of their profits. By expanding the range of product offerings and retail

formats, PRIL today has been able to target a much larger share of the

consumer’s basket (about 70% as against less than 8% in 1994).

PRIL will be adding new product categories to its business in both

Pantaloons as well as Big Bazaar stores. Gold, Investment products, White

goods and Appliances, Footwear will be the new product categories that will

be added. These product categories will help in improving Walk In’s into its

stores and generate additional business from the existing categories too.

Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge

untapped Indian market. However policy restricts Direct Foreign Investment

in the sector. There is a high likelihood of the Government lifting restriction

on FDI into the retail sector in the near future. Entry of these foreign giants -

12

with significant experience and skills in retail management would increase

competition for PRIL. However, we believe that given the widely dispersed

and heterogeneous nature of Indian markets, a foreign entrant would find it

extremely difficult to establish a national presence. Pantaloon with its early

Mover advantage and understanding of local markets is well entrenched to

retain high customer share.

Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12,

1987 as Manz Wear Private Limited under the stewardship of Mr. Kishore

Biyani. It was converted into a public limited company in September, 1991.

The company sold branded garments under Pantaloon, Bare and John Miller

brands. PRIL set up its first menswear Pantaloon Shoppe outlet in 1993. The

company’s name was changed to Pantaloon Retail (India) Limited in 1999,

when it made a full-fledged entry into the retail segment through the

Pantaloons Family Store.

Pantaloon Retail (India) Ltd: A Company Snapshot

BusinesDescription:

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails

stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is

the discount store which offers a wide range of products under one roof. The products

include apparels and non-apparels such as utensils, sports goods and footwear. The

Company also has its presence into gold retailing by launching Gold Bazaar. The

Company's Food Bazaar provides a range of food and grocery products ranging from

fresh fruits and vegetables, staples, FMCG products and ready-to-cook products. The

Central offers a chain of stores including books and music stores, global brands in

fashion, sports and lifestyle accessories, grocery store and restaurants. The Pantaloon

retail stores focus largely apparels and accessories.

13

About Pantaloon Retail (India) Ltd

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores

for the financial year ending June 2008. The company is headquartered in Mumbai and

has a presence in Lifestyle Retailing through 18 Pantaloons Stores, 3 Central Malls in

Bangalore, Hyderabad and Pune. In Value Retailing it is present through

24 Big Bazaar hypermarkets, 38 Food Bazaars and 2 Fashion Stations. PRILhas a

national presence with 2.6 million square feet of retail space across 24 cities.

Pantaloon: Fashion by Pantaloon

Pantaloon is the company's departmental store and part of life style retail format. In fact,

PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store

in Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it

self in the hearts and minds of the aspirational Indian customers. The company has depth

of offering for both men and women at affordable prices. A striking characteristic of

Pantaloon has been the strength of its private label programme. John Miller, Ajile.

Scottsvile, Lombard, Annabelle are some of the successful brands created by the

company. With 13 stores across the country and an ever-increasing stable of private

brands, Pantaloon - in the coming years is poised to become a leading fashion trendsetter.

Big Bazaar: Is se sasta aur acha kahin nahin

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

stores, the first of its kind in India. Price and the wide array of products are

the USP’s in Big Bazaar. Close to two lakh products are available under one

roof at prices lower by 2 to 60 per cent over the corresponding market

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

continuous discount programmes have helped in changing the face of the

Indian retailing industry. A leading foreign broking house compared the rush

at Big Bazaar to that of a local suburban train.

14

Food Bazaar – Wholesale prices

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

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

advantages of Quality, Range and Price associated with large format stores and also the

comfort to See, Touch and Feel the products. The company has recently launched an

aggressive private label programme with its own brands of tea, salt, spices, pulses, jams,

ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on

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

Big Bazaar

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

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

many Indian cities and small towns. Big Bazaar provides quality items but at an

affordable price. It is a very innovative idea and this hypermarket has almost anything

under one roof….Apparel, Footwear, Toys, Household Appliances and more. The

ambience and customer care adds on to the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin !

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get: A wide range of products at 6 – 60 % lower

than the corresponding market price, coupled with an international shopping

experience.

15

Food

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

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

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

Touch and Feel the products.

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

supermarkets with a difference. It was flagged off in April'02. With store sizes ranging

from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &

Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It

currently caters to over 1.2 million customers every day across 4 outlets in India and is

soon set to expand and double this figure across 12 outlets all over the country by June

2009.

Food Bazaar offers the Indian consumer the best of Western and Indian values. The

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories.

Cosmetics

Crockery

Dress Materials Suiting &

Shirting

Electrical Accessories

Electronics

Footwear

Toys

Home Textiles

Home Needs

Household

Appliances

Household Plastics

Hardware

Home Decor

Luggage

Linens

Sarees

Stationery

Utensils &

Utilities

16

western values of convenience, cleanliness and hygiene are offered through pre packed

commodities and the Indian values of "See- Touch- Feel" are offered through the

“Mandi” atmosphere created by displaying staples out in the open, all at very economical

and affordable prices without any compromise on quality. This satisfies the Indian

consumer and comforts her before making her final buying decision. At other super

markets, the consumer is deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna

Aasaan”. This positioning platform of Food Bazaar is evident from the higher discounts

and the wholesale price-points which is below MRP.

Food Bazaar represents the company’s entry into food retail and is

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

provide the much important ‘touch & feel’ factor which Indian housewives are used to in

the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery,

FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides

fruits and vegetables. All products are sold below MRP and discounts range between 2%

to 20%. Fruits and vegetables are sold at prices comparable to wholesale prices.

17

INTRODUCTION TO SUBJECT

18

Retailing

The Indian consumer could well be crowned King with all economic indicators in the

right place. Queuing up for the coronation ceremony are a multitude of global companies

that are looking at India as the next consumer market powerhouse. And it seems to be the

retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This

project will give focus on the global scene to retail industry and what will drive the

growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain

– connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey by AT Kearney, an overwhelming proportion of the

Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore

segment of the market is organised.

From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.

160,000 crore by 2008. The TOTAL retail market, however, as indicated above will grow

20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2008.

A study by McKinsey points out that India's market for consumer goods could reach a

whopping $400 billion by 2010 - making it one of the five largest in the world. Further,

KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has

said: "India represents an economic opportunity on a massive scale, both as a global base

and a domestic market." The report, however, finds that the next leap in the growth of the

consumer market will be spearheaded by the changing dynamics of the retail sector.

"Companies expect that the next cycle of change in Indian consumer markets will be the

arrival of foreign players in consumer retailing. Although FDI remains highly restricted

19

in retailing, most companies believe that will not be for long," says Deepankar Sanwalka,

Executive Director and Head - Consumer Markets, KPMG India.FDI in retail has once

again begun to appear imminent following Prime Minister Manmohan Singh's recent

interview to McKinsey, in which he expressed confidence that he would be able to get the

Left parties on board on the matter. KPMG is in fact going ahead with its plans to

conduct a series of five roadshows in the US and a few countries in Europe to hold

discussions about the opportunities in India's consumer markets, especially in retail. And

the numbers do lend credence to the enthusiasm.The Economist Intelligence Unit (EIU)

country briefing on India, 2008, estimates the retail market in India will grow from $394

billion in 2008 to $698.9 billion in 2011. In fact, KPMG finds that the organised retail

sector in India is expected to grow at a higher rate than GDP growth in the next five

years, driven by changing lifestyles, strong income growth and favourable demographic

patterns. According to EIU, India currently has more than five million retails outlets, out

of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast. .

Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s

and Piramal’s has set up stores/malls and built businesses within retail. Thesem include

the Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Raheja’s

Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and the Crossroads Mall set

up by the Piramal’s. While many of these initiatives were initially driven by the need to

use existing real estate, they are beginning to assume the contours of a serious business

today.

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail

to grocery and convenience stores. Suitability of location, optimal utilization of real

estate, diversifying business to reduce reliance on the commodity nature of fuel retail

business and improve margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more

successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old

20

Chennai based chain selling consumer durables and Narula’s - the food chain in North

India.

Interestingly, manufacturers are also looking for forward integration and are building

chains around brands. Brands in apparel, footwear and durables have driven the growth

of specialty chains and upgraded existing multi-brand outlet.

21

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of

small, independent, owner-managed shops, it happens to be the country's second largest

employer after agriculture. The country is currently witnessing a boom in retailing,

thanks mainly on account of an increase in the disposable incomes of middle and upper-

middle class households.

More and more corporate houses, including large real estate companies, are now entering

the retail business directly or indirectly. One sign of the modernization of Indian retailing

is the rapid growth in the number of speciality malls and theme malls. The Piramals,

Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like

Crosswords, Shopper's Stop and Pantaloon have taken the lead in organised retailing.

Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only

around two per $180 billion retail market in India - it is likely to touch 10

per cent by the end of this decade. Four product categories have led the

organized retailing wave: foods, apparel, lifestyle products, consumer

durables and electronics. In recent times, several theme malls such as Gold

Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to

specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing speciality malls.

Speciality malls are already a success in the West, whereas the concept is in its infancy in

India. One could venture so far as to say speciality and theme based retailing will drive

the growth of organized retailing in India.

22

ORGAINSED RETAILING

Organised retailing got a leg up during 2008 with the opening of new format stores, rapid

growth of existing players, start-up of new-generation shopping malls, the Government's

intention of allowing a certain level of foreign direct investment in retail and the

formation of a retailers' association. With consumer sentiment positive during most of

2008, it led to substantial spending across a number of categories such as consumer

durables, clothing and lifestyle, automobiles and telecom products. At the beginning of

this decade, organized retailing accounted for a mere $2.9 billion in India. This is only

1.25 per cent of the estimated total retail market. This share has already grown to 2 per

cent. Growth projections for retail business vary widely. Some studies estimate that by

2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per

cent.

23

BIG BAZAAR AT DELHI METRO STATIONS!

First time a Discount Hypermarket opens at a Metro Station Pantaloon Retail opens

2 Big Bazaars at Wazirpur & Inderlok Metro stations in Delhi

BIG BAZAAR will provide

shoppers with a completely

new shopping experience and

make available -a range of

products for every household

need at never before prices

Shoppers for the first time will have the Pantaloon Retail (India) Limited, the country’s

leading retailer, opens 2 BIG BAZAARS in Delhi. The two BIG

BAZAARS are located at the Wazirpur and Inderlok Metro Stations

respectively. This is the first time a discount hypermarket has opened at a

station and Big Bazaar is proud to be the first to offer a never-before

shopping experience to the metro commuters. The national tally of BIG

BAZAAR is now at 20 taking the total tally of BIG BAZAAR in NCR region to 4 .Both

BIG BAZAAR, Wazirpur & BIG BAZAAR, Inderlok have FOOD BAZAARS within the

store. This takes the national tally of Food Bazaar to 32 and total tally of Food Bazaar in

NCR to 5.

widest range of products in every segment – Women’s Apparel, Men’s Apparel,

Accessories like belts and bags, Cosmetics, Gold Jewellery, Kids Wear, Stationary and

Toys, Footwear, Plastics and Home Décor products, Utensils & Home Appliances, Gift

Articles, food and grocery items.Food Bazaar will offer services like ‘Live Kitchen’

where customers can get vegetables cut and select gravies of their choice, ‘Golden

Harvest’ providing best quality grain, pulses & spices, ‘Ready to cook’ and ‘Hungry

Kya’ the ready to eat food sections. In addition, regular Food Bazaar offerings of Grains

and Provisions, Farm Fresh Fruits & Vegetables, Drinks & Beverages, Dairy Products,

24

Fabric Care products, Music Cassettes and CD’s, Chill Station, Home Care Products,

Accessories, Kitchen Linen.

On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail

(India) Ltd., said, “We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations

in Delhi. As has been the homemaker’s experience across the country, the store is a

support to the homemaker’s untiring effort of saving the maximum while giving the best

to her family. Our opening of the 2 stores in Delhi after the runaway success of the other

stores at Gurgaon & Ghaziabad shows our commitment to this region. It also reflects the

love and affection the people of this region have showered on us!”

Living up to its motto of “Is se sasta aur accha kahin nahin", all products in BIG

BAZAAR will be available at prices lower than the MRP, often up to 60% discount. In

addition to this, various offers, discounts and promotions will be regularly held at the

store. The consumer will experience a new level of standard in price, convenience and

comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket

model will offer all of the above for both leading brands as also for its private labels.

25

A layout chart of Big bazaar located at Lucknow

LAYOUT INDEX

1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM

7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION

DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES – SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES – LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

25. SPORTS

26

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS

33. MEN ETHINICS

27

DESCRIPTION

HELP DESK – As you can see from the layout, the Help Desk is located in a place

where every one has their first sight that is in front of the entrance. This shows that when

a person enters in to big bazaar it can get all information about the stores of big bazaar

from the person sitting in the help desk. Help Desk uses paging service as a tool for the

convenience of its employees and customers.

KIDS SECTION – The kids section is located just at the left corner of the entrance of

big bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water

bottles are available in one part. Kid’s jackets and baba suits are available in another part.

Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts

are also placed in another part. In this section the pillars are used for displaying

information like size chart and section description. The apparels are available at a price of

Rs59 onwards.

MENS SECTION – Next to it is the men’s section that is in the center. It is divided in to

five parts. At one part men formal shirts are available. In other parts men trousers, suits

and blazers, fabrics and ethnics are available respectively. Here the price ranges from a

minimum of Rs99 to Rs899.

LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The

ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics,

ladies western wear, ladies formals (office wear), ladies accessories – lingerie’s, ladies

perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges from

Rs99 to Rs1000 approx.

Promotional scheme – With an add on to the above products there are various other

products which are available with a promotional scheme. The various products under this

scheme includes girl t-shirts, infant winter wear etc.

28

Non-Promotional scheme – There are various other products available without any

promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night

wear, kids salwar suits etc.

Sports Store – At the extreme corner there is a sports store where various kinds of sport

items are available.

Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of food

items, fruits and vegetables are available there. Sitting arrangements are well made so

that people can sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter – The cash counter is located just near the exit

Product Layout Chart

Ground Floor First Floor

1. Ladies Western 1.Vegetables

2. Ladies Ethnic 2. Golden Items

3. Saree and Dress Materials 3. Ready to eat

4. Night wear/Lingerie 4. Ready to cook

5. Boys and Girls 5. Sweets and Farson

6. Infants 6. Spices

7. Toys 7. Beverage

8. Men’s Formals 8. Confectionaries

9. Men’s Ethnic 9. Tea and Coffee

10. Men’s Casuals 10.Personal Cars

29

11. Men’s Accessories 11.Plastics

12. Men’s Party 12.Utensils

13. Denim and T-shirts 13.Crockeries

14. Sportswear 14.Appliances

15. Footwear

16. Home Linen

17. Luggage

18. Sunglasses and Watches

BIG BAZAAR AT LUCKNOW

From today, housewives and compulsive shoppers in Lucknow need not step elsewhere

for shopping. With Big Bazaar, the hypermarket (discount store) from Pantaloon Retail

(India) Ltd. opening its first outlet in North India, they have a lot to choose from. Spread

over an area of around 50,000 sq ft, Big Bazaar offers a variety of products 2% to 60%

lower than the corresponding market price. After consolidating its position in 4 cities –

namely Hyderabad, Kolkata, Bangalore and Mumbai (Lower Parel and Mulund), Big

Bazaar is all set to win t! he hearts of people in Delhi and Gurgaon.

Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer, Pantaloon Retail

(India) said, "The Company was the first in India to launch a hypermarket discount store

- Big Bazaar. Seeing the tremendous response, today we are pleased to bring the same

excitement to shoppers in and around Gurgaon in the form of Big Bazaar with its variety,

discounts and shopping ambience. The main attraction at Big Bazaar is the product

variety. The company will stock about 1,70,000 items. In short, there is something for

everyone."

Big Bazaar has apparel and accessories for men, women and children besides Cosmetics,

Toys, Home Needs, Household Appliances, Gift items, Jewellery, Luggage, Linen, and a

lot more.

30

Food Bazaar, with an area of around 10,000 sq ft is also a part of Big Bazaar offering

products at wholesale rates below the MRP. To attract regular bazaar-goers, a mandi has

been created within Food Bazaar where Consumers could touch, feel, pick & choose

products. This choice has been supplemented by the provision of packaged food for the

Westernized shoppers. Food Bazaar will stock around 10,000 stock keeping units

(SKUs). These will include provisions, vegetables, fruits and fresh produce, FMCG

products, bakery products, basic staples, cereals, pulses, cooking oils, flour, spices, dry

fruits, health food, baby food, dairy products, drinks, beverages as well as ready-to-eat

and ready-to-cook product! s. There are special purchase offers and discounts worked out

with several leading brands exclusively for Food Bazaar customers making shopping at

Food Bazaar highly affordable.

31

RESEARCH

OBJECTIVE

32

OBJECTIVE OF THE STUDY

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

to Big Bazaar.

There are some extensive objectives for the study which are listed below.

1. To determine the current status of Big Bazaar.

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

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

33

RESEARCH

METHODOLOGY

34

RESEARCH METHODOLOGY

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

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

information’s regarding market strata of different products. Research Methodology is

required for every industrial service industries for getting acquire knowledge of their

products.

Period of Study: This study has been carried out for a maximum period of 7 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process

requiring care, sophistication, experience, business judgment, and imagination for which

there can be no mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability

sampling procedure would require detailed information about the universe, which is not

easily available further, it being an exploratory research.

Sample Procedure: In this study “convenience sampling procedure is used.

Convenience sampling is preferred because of some limitation and the complexity of the

random sampling. Area sampling is used in combination with convenience sampling so

as to collect the data from different regions of the city and to increase reliability.

Sampling Size: The sampling size of the study is 200 users.

Data Collection: Data is collected from various customers through personal

interaction. Specific questionnaire is prepared for colleting data. Data is collected with

mere interaction and formal discussion with different respondents

35

Tools of Analysis: - The market survey and the techniques for marketing and

investment of finance is carried out by physically interacting with the potential customers

in big bazaar.

Research Design: - The research work is exploratory in nature, and is meant to

provide the basic information required by research objectives. It is a preliminary study

based on primary data and the findings can be consolidated after a detailed conclusive

study has been carried out.

36

LIMITATIONS

37

LIMITATIONS

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

carried out in a number of steps. Therefore through out the whole process of research

there are a number of difficulties encountered by researcher, at every step. In the present

study we may assume following limitation.

1. Data don’t represent entire population behavior.

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

calculation.

3. This research was done in Delhi and gurgaon city only hence this

Conclusion is valid only for Delhi and gurgaon.

4. It was assumed that respondent have the knowledge of the choice.

38

ANALYSIS

39

ANALYSIS

The survey is done on big bazaar. Survey is done of 200 respondents of Lucknow who

come to visit big bazaar. A specific questionnaire is prepared for the customers and data

is obtain moving around big bazaar and personally interacting with them. The customers

gave valuable information regarding their consumption pattern in big bazaar. All

informations are collected and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is

done as per the information obtained from the customers and a serious

interpretation has been done to best of my effort.

Income wise distribution of

customers coming to big bazaar

Higher Income Group 5%

Middle Income Group 50%

Lower Income Group 20%

40

No Income Group 25%

INCOME GROUP

5%

50%

20%

25% Higher IncomeGroup

Middle IncomeGroup

Lower IncomeGroup

No Income Group

41

Analysis

The above diagram shows the distribution of income level of customers coming in to big

bazaar. Among the 200 respondents 50% of customers are of middle income level that is

between Rs20000 – 60000. Least number of customers visiting Big bazaar are the higher

income level people that constitute only 5%. The lower income level of people coming to

big bazaar constitutes of 20%. 25% of people belong to no income group which mostly

consists of students.

Interpretation

Big bazaar is the hub of shopping for middle level income group people because of its

reasonable price on its each product category. The higher-level income group people

don’t prefer to do shopping in big bazaar, as it doesn’t deal with branded products. The

higher-level income group people are very status conscious and their psychology is such

type that they don’t prefer much to visit big bazaar, as it is a discounted store. The lower

income group people come in to big bazaar as they get goods at a discounted price.

Hence big bazaar should include branded products in its product category, which will

encourage higher income group people to come in to big bazaar. Probably not much of

lower income group people come to big bazaar as they don’t like to have any shopping

experience rather they just go for near by store where they can get their necessity goods.

Even they purchase goods on a regular basis on a small quantity. So they don’t have

much interest to come to big bazaar and do shopping.

42

Purpose behind visiting big bazaar

PURPOSE

60%

10%

30%

Shopping

Outing

Both

Shopping 60

Outing 10

Both 30

43

Analysis

Out of the 200 respondents 60% of respondents visit big bazaar for shopping, 10% for

outing and 30% visit big bazaar for both the purposes.

Interpretation

From this I interpret that big bazaar is purely a shopping complex but it also facilitates a

certain kind of ambience and decorum to the people that they also visit it for the purpose

of outing. The infrastructure and ambience of big bazaar is so that people even like to go

there even also they don’t have to purchase anything. People enjoy doing shopping in big

bazaar. This is very nice for it as often customers purchase some goods while moving I

the building.

40%

44

Demand for other retail outlets in a mall

Garment Outlet

Footwear Outlet 15%

Food Court 20%

Entertainment 10%

Gift Corner 10%

Jewellery and Watches Store 5%

45

Analysis

The above graph shows that 40% of people visit garment outlet in a mall other than that

of big bazaar. 20% of people also prefer to visit food court in a mall other than big

bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar. 10% of

people also go to mall for entertainment purpose. Some people that are 15% each also

visit gift corner store and jewellery & watches store in a mall other than big bazaar.

Interpretation

46

From this analysis I come to know that most of the people tend to visit

garment outlets in a mall other than big bazaar as it has some exclusive

branded outlets. People also go for footwear stores as malls have branded

footwear stores in it. People go for watching movies to mall for

entertainment. Yet a few people visits gift corners and jewellery stores in a

mall. This is of course a threat for big bazaar that it is not able to attract

customers from other retail outlets and retain them with it. Big bazaar should

definitely include more of branded products in its product category in order

to bring in the customers of mall to it and retain them with it. It can include

some of the exclusive branded outlets of cloths and jewellery in it in order to

attract the brand choosy customers.

47

Products mostly purchased by customers in big bazaar

Clothes 60%

Grocery 70%

Food Item 50%

Leather Item 25%

Electronic Item 15%

Gift Item 10%

Any other Item 10%

0% 20% 40% 60% 80%

Clothes

Grocery

Food Item

Leather Item

Electronic Item

Gift Item

Any other Item

Series1

48

Analysis

This chart clearly indicates that the demand for grocery that is 70% is highest by the

customers followed by clothes rated 60%. The next highest demand is for food items that

is 50%. 25% demand is for leather items in big bazaar. Electronic items holds 15% of

demand and gift items and other items has a demand of only 10% by the customers of big

bazaar.

Interpretation

From this analysis I interpret that customers demand are high for grocery and clothes

followed by food items in big bazaar. Electronic items have a little demand by the

customers. Gift items and other items are not much in demand by the customers. I can

interpret that clothes, grocery and food items are the major products which hold

maximum number of customers. So big bazaar should maintain its low pricing and

product quality to keep hold of the customers and also it should keep more qualitative

products of gift and leather items so that people would go for more purchase of these

items from it. Big bazaar has many local branded products of grocery and cloths and it is

successfully selling it. It should also include branded products so that more sales can

take place.

49

Expenditure pattern of customers coming in to big bazaar

Below 500 11%

500-1000 16%

1000-1500 22%

1500-2000 22%

More than 2000 29%

EXPENDITURE PATTERN

11%

16%

22%22%

29%Below 500

500-1000

1000-1500

1500-2000

More than 2000

50

Analysis

We can clearly see from this graph that majority of the customers spend a lot in big

bazaar that is 29% of people spend more than Rs2000 in a single visit to big bazaar.

Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-

2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and only

11% of customers are there who spends less than Rs500 in their visit to big bazaar.

Interpretation

From this I interpret that most of the customers purchase goods in bulk which leads them

to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more

goods from big bazaar as it provides goods at a discounted rate. Probably those persons

who spend more in a visit to big bazaar are purchasing on a monthly basis. Those

customers who are spending very less money that is below Rs 500 are mostly coming in

just to move around big bazaar and spend time. In the process they used to spend money

on food items and also purchase some products while roaming in it. Impulse buying

behavior of customers comes in to play to a large extent. More discounts shall be

provided to people who does bulk purchase. This will encourage people to purchase more

products.

51

Time spent by customers in shopping in big bazaar

Less than half an hour 10%

Half an hour to 1 hour 30%

1 hour to 1 1/2 hours 50%

1 1/2 hours to 2 hours 40%

More than 2 hours 20%

0% 20% 40% 60%

Less than half an hour

Half an hour to 1 hour

1 hour to 1 1/2 hours

1 1/2 hours to 2 hours

More than 2 hours

Series1

52

Analysis

People spend a lot of time in shopping in big bazaar. Majority of the respondents said

that they spend at least 1 hour to 1 ½ hours in big bazaar. 40% respondents also said that

they spend 1 ½ hours to 2 hours in their visit to big bazaar. Only 10% of people said that

they spend very little time that is less than half an hour in big bazaar.

Interpretation

As per the given data I interpret that customers are very product choosy now a days and

that’s why they spend a lot of time in shopping in big bazaar. Probably customers might

even be spending more time in big bazaar as it provides a very nice ambience and

atmosphere for the people to shop in. Hence those persons who spend half an hour or less

than half an hour in big bazaar are those persons who just come to purchase limited

products and come only because of low pricing of products. People also spend much time

in it but purchase very few goods. The sales personnel should focus on the people who

take long time in shopping and purchases a lot and provide special kind of service to

them as they are the major customers.

53

Comparison of footfalls in weekdays and weekends

FOOTFALLS

40%

60%

Weeks days

Weekends

Weeks days 40%

Weekends 60%

54

Analysis

The above graph shows that more number of people comes to big bazaar in weekends

than that of week days .40% of people visits big bazaar in weekdays where as 60% of

people visit big bazaar in weekends.

Interpretation

I can clearly interpret from this that most of the people tend to visit big bazaar in

weekends rather than that of week days. There are more footfalls in big bazaar in

weekends than that of week days. Though there is not much difference as 40% of people

visit big bazaar in week days hence in weekends the footfall increases by 10%. As people

come more in weekends, so big bazaar should keep it open for more time in weekends.

The infrastructure can be changed a bit in weekends so that customers can see more

products clearly and can move around comfortably. In order to bring in more number of

customers in week days big bazaar should provide some schemes in week days which

will encourage people to come in to it in week days also. Hence the crowd is more in

weekends and big bazaar should avail more parking spaces for its customers in weekends.

It can make some temporary arrangement for parking every weekend. It should not spend

much money in advertising and displaying of products in weekdays rather it should

advertise and display products more in weekends as more number of people comes in

weekends.

55

Customer’s preference of timing to visit big bazaar

TIME PREFERENCE

42%

58%

10 A.M. - 6 P.M.

6 P.M. -10P.M.

10 A.M. - 6 P.M. 42%

6 P.M. -10P.M. 58%

56

Analysis

The above pie chart shows that most of the people prefer to visit big bazaar in evening

time than that of the daytime. Only 42% of people tend to visit big bazaar during daytime

while 58% of people tend to visit big bazaar during evening time.

Interpretation

From the above analysis I interpret that evening time is the peak time for big bazaar and

daytime is the off peak time for big bazaar. There is more number of people found in big

bazaar during evening time than that of daytime. Probably more of products are being

sold during evening time in big bazaar than that of daytime. Big bazaar shall provide

some special offerings during daytime so that more people should come in during

daytime. It could offer some special kind of product in daytime, which will be not

available during evening time. In this way it will bring in more number of people during

day time for getting the special kind of products but along with that it will be able to sale

other products as people do a lot of impulse buying at big bazaar.

57

COMPARISON OF CUSTOMERS PURCHASING WITH PLANNED

LIST OF PRODUCTS AND PURCHASING PRODUCTS ON AN

UNPLANNED BASIS

PLANNED AND UNPLANNED BUYERS

80%

20%

Yes

No

Yes 80%

No 20%

58

Analysis

As shown in the graph out of my total respondents of 200, 80% of customers come to big

bazaar with a planned list of products. Only 20% of people come in to big bazaar without

any planned list of products to be purchased from big bazaar.

Interpretation

As per the data obtained from the customers of big bazaar I interpret that most of the

customers comes in to big bazaar with a planned list of products. Few customers come to

big bazaar without any planned list of products and purchases products depending on

their selection. These people basically come to the mall and hence get in to big bazaar.

Depending on the product category and brand and quality of products they purchases

goods. Some couples come to mall and go to food bazaar to have food together and to

have chit chat among them. The customer who comes with a planned list of products

purchases more products than that of the customers who comes without any planned list

of products. So big bazaar should provide more variety and essential goods so that more

number of people should come in with a planned list of products.

59

Brand preference of customers in big bazaar

Yes 10%

No 50%

Depends on category 40%

BRAND PREFERENCE

10%

50%

40%

Yes

No

Depends oncategory

60

Analysis

As seen in the above chart it is clearly known that only 10% of people come in to big

bazaar with a list of brands in advance. 50% of people completely deny that they don’t

prepare in list of brand in advance. 40% of people told that they prepare a list of brand

depending on the product category.

Interpretation

From this I interpret that customers don’t opt for much brand preference while

purchasing products in big bazaar. A few customers search for brands but depending on

the product category. Customers probably don’t decide for brands on products as there

are not much of known branded products available at big bazaar. On product categories

like grocery and clothes, big bazaar has many local branded products. Customers

purchase a lot of these as it’s cheap in price even though its quality is not so good. As

most of the customers belong to lower class and middle class people, they purchase those

local branded products as it gives them value for money. Different products of the same

category have different prices. Quality of products varies with the price. This enables

customization of products for various types of customers. Customers search for brands

mostly in apparel.

61

Comparison of brand preference on different product category

Clothes 60%

Grocery 70%

Food Item 50%

Leather Item 25%

Electronic Item 15%

Gift Item 10%

Any other Item 10%

0% 20% 40% 60% 80%

Clothes

Grocery

Food Item

Leather Item

Electronic Item

Gift Item

Any other Item

Series1

62

Analysis

This graph shows that cloths and grocery are the only two items on which customers

mostly prefer the brands that is 40% each. 33% brand preference is on gift items and 25%

is on electronic items. Brand preference on leather items is 2% and 12% on any other

item.

Interpretation

From this I interpret that some of the products brand are predecided in

advance and for some of the products customers don’t at all predecide any

brand. As per electronic goods are concerned customers predecide the brand

as many branded electronic products are available in big bazaar. The

customers predecides brands on cloths and grocery most as big bazaar

produces much of local brands and also have some well known branded

products of clothes with it like flying machine jeans.

63

Mode of payment of customers in big bazaar

Cash Payment 73%

Credit Card 21%

Debit Card

MODE OF PAYMENT

73%

21%

6%

Cash Payment

Credit Card

Debit Card

64

Analysis

As per my study is concerned, out of the total respondents 73% of people make cash

payment in big bazaar. 21% of them uses credit card as their mode of payment and 6% of

the people makes payment in big bazaar through their debit card.

Interpretation

As per the obtained data I interpret that maximum number of people makes cash payment

in big bazaar. A fraction of people uses their credit card for payment in big bazaar and a

very few people uses their debit card for payment. I can interpret that quick exchange of

money for goods is done in big bazaar as most of the people mode of payment is cash

payment. Hence some times big bazaar has to wait for a short time period as some of the

customers make their payment through credit and debit card.

65

Customers’ mode of transport to big bazaar

MODE OF TRANSPORT

10%

40%

50%

0%

Hired Vechle

Two-wheeler

Four-wheeler

Any Other

Hired Vehicle 10%

Two-wheeler 40%

Four-wheeler 50%

Any Other 0%

66

Analysis

Around 50% of the total respondent of 200 that is 100 people comes in to big bazaar with

their own four wheelers. The second majority of people consist of people riding two

wheeler and coming in to big bazaar. Only 10% of people of the total respondent visits

big bazaar on hired vehicles. None of the customers of the total respondent comes in any

other mode of transport.

Interpretation

From the above data I interpret that there are more number of four wheelers coming

found in big bazaar than that of two wheelers. People prefer more to go to big bazaar in

four wheelers than that of two wheelers. A few people are found who comes in to big

bazaar with a hire vehicle. Probably they might be the tourists.

67

Parking space availability in big bazaar

AVAILABILITY OF PARKING SPACE

45%

45%

10%

Less thanadequate

Adequate

More thanadequate

Less than adequate 45%

Adequate 45%

More than adequate 10%

68

Analysis

As it is shown in pie chart most of the people say big bazaar does not provide adequate

parking space. Equal number of people also says that adequate space is provided for

parking big bazaar. Only 10% of people say that more than adequate space is available

for parking in big bazaar.

Interpretation

Analyzing the above data, I interpret that customers are not satisfied with the parking

space availability provided by big bazaar. Hence it’s a threat for big bazaar as it may

loose its customers because of less parking space availability. Even though many

customers say adequate space is available for parking in big bazaar but also it is a threat

for big bazaar as it is seen more number of people are expected to come in to big bazaar.

In holidays probably it will be very difficult for customers to park their vehicle in big

bazaar.

69

Customers preference towards Kirana store

PREFERENCE TOWARDS KIRANA STORE

85%

15%

Yes

No

Yes 85%

No 15%

70

Analysis

Out of my total respondent of 200 customers, 85% of them says they go to their near by

kirana store and 15% said that they don’t at all go to any kirana store. This shows that

majority of people go to kirana store even though they visit big bazaar. But some

customers are there who never goes to any kirana store.

Interpretation

As per the given data I analyze that most number of people tend to purchase goods from

near by kirana store even if they come to big bazaar. I can conclude from this that a

kirana store is a competitor of big bazaar. Some customers never go for shopping in

kirana store as of it does not have much variety option available with it. Probably they are

more interested in having a shopping experience rather than to just go and purchase

goods from kirana store.

71

Comparison of Big bazaar with any Kirana store

Price Service Variety Quality Convenience Shopping Am.

Big bazaar 70 50 100 40 25 90 95Kirana store 30 50 0 60 75 10 5

70

50

100

4025

90 95

30

50

0

6075

10 50

20

40

60

80

100

120

Big bazaar

Kirana store

72

Analysis

The above graph shows the comparison of different factors between big bazaar and a

nearby kirana store. 70% of people say big bazaar provides goods at a cheaper price as

compared to that of a kirana store. 50% of people say big bazaar provides better service

and another 50% of them say kirana store provides better service. Each and every

customer that is 100% agrees that there are more variety of products available at big

bazaar than that of kirana store. As per quality of goods is concerned 60% of the

customer say kirana store provides better qualitative products while 40% of the customers

say big bazaar also provides qualitative products. 75% people say it is more convenient

for them to go to a kirana store while 25% of them say going to big bazaar is more

convenient for them. 90% of respondents said it is a good shopping experience at big

bazaar while 105 of them said that they also have a good shopping experience at kirana

store. As per ambienc

e is concerned 95% of customers said big bazaar provides much nice ambience than big

bazaar while 5% of them said that ambience provided by kirana store is also equivalent to

that of big bazaar.

Interpretation

I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a

threat for big bazaar as some of the attributes of a kirana store provides more satisfaction

to customers. Big bazaar should try to improve on each of its attributes and out compete

the kirana store so that it can convert the customers of kirana store to be the customers of

big bazaar.

73

SWOT ANALYSIS

74

SWOT Analysis of Big bazaar

A swot analysis is done to know the strengths, weaknesses, opportunities and threats of

any company. This analysis will explain about the strengths, weaknesses, opportunities

and threats of big bazaar.

Strengths of Big bazaar

Large variety option

Cheap price

Huge customer Base

Volume sales

Weaknesses of Big bazaar

Lacks in branded products

Low in product quality

Unable to provide enough parking space to its customers

Threats for Big bazaar

Opening up of other discounted stores like Vishal mega mart

Convenience of customers to near by kirana stores

Availability of products in other retail outlets

75

Opportunities for Big bazaar

To open up more and more number of big bazaars in different cities

of the country.

To grab the rural market

To bring in the customers of other retail outlet by dealing with

branded products.

Add more products to its product category

76

SUGGESTIONS

77

Suggestions

Big bazaar should provide large parking space for its customers so that they can

easily park their vehicles.

Big bazaar should include more of branded products its product category so as to

attract the brand choosy people to come in to big bazaar.

It should make different cash counters for different customers. Cash counter and

credit card payment counter should be placed differently in order to reduce the

rush and save the customer’s time. This will be a kind of motivator for the

customers of big bazaar.

The service of the sales person is needed to be improved. Personal care should be

taken by the sales person for the customers so that the customers feel good.

During the off peak hour’s big bazaar should provide some offers to its customers

so that people would be encouraged to come to big bazaar during off peak hours.

The customers who are present in the mall during the off peak hours of big bazaar

will definitely go in to big bazaar if surprise offers are made at that time.

Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of big bazaar should be able to

provide all necessary information to the customers whenever it is required.

The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

78

CONCLUSION

79

Conclusion

Big bazaar is a major shopping complex for today’s customers. It is a place where

customers find variety of products at a reasonable price. Big bazaar has a good reputation

of itself in the market. It has positioned itself in the market as a discounted store. It holds

a huge customer base. The majority of customers belong to middle class family. The

youth generation also likes shopping and moving around big bazaar. Volume sales

always take place in big bazaar. Impulse buying behavior of customers comes in to play

most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery,

decorative items, sport items, chocolates and many more. It competes with all the

specialty stores of different products which provide goods at a discounted rate all through

the year. It holds a large customer base and it seemed from the study that the customers

are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities

of India, it seems that there is a vast growth of big bazaar lying as customers demand is

increasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on different

product category. It has emerged as a hub of shopping specially for middle class people.

Different types of products starting from a baby food to pizzas all are available under one

roof. In Lucknow it is the middle class people who mostly do marketing from big bazaar.

Even most of the people do their monthly shopping from big bazaar.

People not only visit big bazaar to do shopping but also visit for outing purpose as it

provides a very nice ambience to its customers. As people go to malls they just tend to

move around big bazaar whether it is for shopping purpose or for outing purpose.

Grocery, apparels and food items are the products which are demanded most by the

customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in

providing enough parking space for its customers. This may discourage the customers to

80

come to big bazaar and shop as they face difficulty in parking their vehicles. Even though

some customers say that they don’t feel problem in parking their vehicle, it is because of

the parking space available to them by the mall. As it is surveyed it seems that the biggest

competitors of big bazaar are the kirana stores and the discounted specialty stores like

Vishal mega mart, Lucknow bazaar etc.

81

QUESTIONNAIRE

82

Questionnaire

1. How frequently do you visit Big Bazaar?

a) Weekly

b) Monthly

c) Quarterly

d) On a unplanned basis

2. Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?

a) Yes b) No

3. If yes then what are the other retail outlets do you intend to visit in a mall?

a) Garment Outlet

b) Footwear Outlet

c) Food Court

d) Entertainment

e) Gift Corner

f) Jewellery and Watches store

4. What is the purpose behind visiting Big Bazaar?

a) Shopping

b) Outing

c) Dating

5. What type of products do you mostly purchase in Big Bazaar?

a) Cloths

b) Grocery

c) Food Item

d) Leather Item

e) Electronic Item

f) Gift Item

83

g) Any other Item

6. On an average how much amount of money do you spend in a visit to Big Bazaar?

a) Below 500

b) 500 – 1000

c) 1000 – 1500

d) 1500 – 2000

e) More than 2000

7. How much time do you spend in a visit to Big Bazaar?

a) Less than half an hour

b) Half an hour to 1 hour

c) 1 hour to 1 ½ hours

d) 1 ½ hours to 2 hours

e) More than 2 hours

8. Which days of the week do you prefer to visit Big Bazaar?

a) Week days

b) Weekends

9. Which time of the day do you mostly prefer to visit Big Bazaar?

a) 10am – 6pm

b) 6pm – 10pm

10. Do you go with a planned list of products to be purchased from Big Bazaar?

a) Yes b) No

11.Do you prepare a list of brands in advance when you visit to Big Bazaar?

a) Yes b) No

c) Depends on category

12. In which categories of products do you pre-decide the brands?

a) Cloths

b) Leather Items

c) Electronic Items

d) Grocery

e) Gift Items

84

f) Any other Item

13. What is your mode of payment in Big Bazaar?

a) Cash payment b)Credit Card

14. What encourages you to visit Big Bazaar?

a. Price

b. Service

c. Ambience

d. Product Variety

e. Product Quality

f. Convenience

15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5

scale?

a. Very good

b. Good

c. Ok

d. Poor

e. Very poor

16. What is your convenience to Big Bazaar?

a) Hired vehicle

b) Two-wheeler

c) Four-wheeler

d) Any other

17. How is the parking space availability in Big Bazaar?

a) Less than adequate

b) Adequate

c) More than adequate

18. Do you go to Kirana store?

a) Yes b) No

85

19. Compare your nearest Kirana store with Big Bazaar on the following parameters.

i. Price

ii. Service

iii. Variety

iv. Quality

v. Convenience

vi. Shopping Experience

………………………………………………………………………………..

1. Name: -

2. Age: -

3. Sex: -

4. Location/Address: -

5. Qualification: -

6. Profession: -

7. What’s your monthly income?

a) Below 10,000

b) 10,000 – 20,000

c) 20,000 – 40,000

d) 40,000 – 60,000

e) More than 60,000

86

BIBLIOGRAPHY

87

BIBLIOGRAPHY

BOOKS-

KNOOTZO’ DONNEL

“Essentials of management concepts”

PHILIP KOTLER

“Marketing Management”

C .R. KOTHARI

“Research Methodology”

WEBSITES-

www.big bazaar.com

www.google.com

REFERENCE-

Big bazaar outlet in Lucknow, Noida, Gazhiabad, Indralok, and Wazirpur.

MAGAZINE-

Business World

The Economic Times

88

ANNEXURE

89

Big bargains at Big Bazaar

90

BIG BAZAAR, the retail store at Koramangala, has an exchange offer where

you can get rid any old item and get yourself a new one. The offer is

applicable to products like utensils, plastics, footwear, luggage accessores,

garments, toys, watches, glass, electronics items, and so on. Customers can

get their old household items valued. Big Bazaar says it offers better value

because old, broken utensils and plastics can be exchanged for as much as

Rs. 40 a kilo.

What is more, consumers need not exchange their old items for similar

items. They can bring in an old piece of luggage and walk off with a salwar

kameez instead. Similarly, old shoes and can exchanged for an electric rice

cooker.

91

Sahara Mall Lucknow front

92