1. INTRODUCTION

1.1 An Overview

As customer’s tastes 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 changing tastes and preference of customer 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 mark. New generation people are no

more dependent on haat market and far off departmental stores. Today we can see a new

era in market with the opening up of many departmental stores, hyper market, 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.

My study is based on a survey done on customers of a hypermarket named big bazaar &

Dmart. It is a type of market where various kinds of products are available under one

roof. My study is on determining the customer’s buying behavior in big bazaar and

Dmart and the satisfaction level of customers from these retail stores.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand

Factory, Pantaloons, eZONE, HomeTown, KB's Fair Price to name a few and is owned

through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574

523574 ), that is listed on Indian stock exchanges.

Big Bazaar was launched in September, 2001 with the opening of its first four stores

in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years,

there are now 152 Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of

Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including

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apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has

included a wide range of products and service offerings under their retail chain. The

current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture

Bazaar. The inspiration behind this entire retail format was from Saravana Stores, a local

store in T. Nagar, Chennai

The stores are customized to provide the feel of mandis and melas . while offering the

modern retail features like Quality, Choice and Convenience. As the modern Indian

family's favorite retail store, Big Bazaar is popularly known as the "Indian Walmart".

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by

the store name D-Mart.

D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all

their daily household needs. A wide selection of home utility products is offered,

including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen,

home appliances and much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a

trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra

Pradesh and Karnataka.  D-Mart is now looking forward to growing its stores across

India.

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

preferences. It will help me in estimating the customer’s future needs, wants & demands.

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Indian consumption cosmos

During past decades private final consumption expenditure has been the key

driver economic growth in India.

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1.2 CONSUMER BUYING DECISION PROCESS

Consumer behavior refers to the mental and emotional process and the observable

behavior of consumers during searching, purchasing and post consumption of a product

or service.

Consumer behavior involves study of how people buy, what they buy, when they buy and

why they buy. It blends the elements from psychology, sociology, socio psychology, and

economics. It also tries to assess the influence on the consumer from groups such as

family, friends, reference groups and society in general.

Consumer buying behavior is influenced by the major three factors:

1. Social Factors.

2. Psychological Factors.

3. Personal Factors.

Social Factors

Social factors refer to forces that other people exert and which affect consumers purchase

behavior. These social factors can include culture and subculture, roles and family, social

class and reference groups.

B. Psychological Factors

These are internal to an individual and generate forces within that influence her/his

purchase behavior. The major forces include motives, perception, learning, attitude and

personality.

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C. Personal Factors

These include those aspects that are unique to a person and influence purchase behavior.

These factors include demographic factors, lifestyle, and situational factors.

Consumer decision making process generally involves five stages:

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1.3

Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail (India)

Ltd., which in turn is a segment of the Kishore Biyani, regulated Future Group of

Companies. Moreover the customer friendly ambiance and the organized retailing of

products also make Big Bazaar one of the successful retail companies in India.

Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge array of

goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in

different parts of India, is present in both the metro cities as well as in the small towns.

Big Bazaar has no doubt made a big name in the retail industry of India, moreover

shopping here is further made a memorable experience with the varied rates of discounts

on products as well as discount vouchers available in a variety of amounts, like INR

2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and

accessories.

The variety of product range in Big Bazaar

This large format store comprise of almost everything required by people from different

income groups. It varies from clothing and accessories for all genders like men, women

and children, playthings, stationary and toys, footwear, plastics, home utility products,

cosmetics, crockery, home textiles, luggage gift items, other novelties, and also food

products and grocery. The added advantage for the customers shopping in Big Bazaar is

that there are all time discounts and promotional offers going on in the Big Bazaar on its

salable products.

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The significant features of Big Bazaar

Shopping in the Big Bazaar is a great experience as one can find almost everything under

the same roof. It has different features which caters all the needs of the shoppers. Some of

the significant features of Big Bazaar are:

The Food Bazaar or the grocery store with the department selling fruits and

vegetables

There is a zone specially meant for the amusement of the kids

Furniture Bazaar or a large section dealing with furniture’s

Electronics Bazaar or the section concerned with electronic goods and cellular

phones

FutureBazaar.com or the online shopping portal which makes shopping easier as

one can shop many products of Big Bazaar at the same price from home

Well regulated customer care telecalling services

Founder & group CEO Mr. Kishore Biyani is one of India leading business house with

multiple businesses spanning across the consumption space. While retail firms the core

business activity of future group, group subsidiaries are present in consumer finance,

capital, insurance, brand development & entertainment. The first set of Big bazaar store

open in 2001 in Kolkata, Hyderabad and Bangalore.

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

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

ambience and customer care adds on to the shopping.

Big Bazaar’s Commitment

Our commitment is to deliver sustained growth, through empowered people, acting with

responsibility and building trust with customers. Here’s I am explaining what this means:

Sustained Growth is fundamental to motivating and measuring our success. Big

Bazaar’s quest for sustained growth stimulates innovation, places a value on results, and

helps us understand whether today’s actions will contribute to our future. It is about

growth of people and company performance. It prioritizes making a difference and

getting things done.

Empowered People means we have the freedom to act and think in ways that you feel

will get the job done, while being consistent with the processes that ensure proper

governance and being mindful of the rest of the company’s needs.

Responsibility and Trust form the foundation for healthy growth. It’s about earning the

confidence that other people place in us as individuals and as a company. Our

responsibility means we take personal and corporate ownership for all we do, to be good

stewards of the resources entrusted to us. We build trust between ourselves and customers

by talking not by mouth but by our superior customer service and being committed to

succeeding together.

Customer Segmentation for Big Bazaar

Big Bazaar targets higher and upper middle class customers.

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The large and growing young working population is a preferred customer

segment.

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

primary decision makers.

About Big Bazaar Hyper mart

Chain of development store in India

Out let 104 out lets

Located in India

Parent group

Owner

Future group

Kishore Biyani (CEO)

Founded 2001

Head quarter Jogeswari , Mumbai

Industry Retail

website www.bigbazar.com

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Products available in Big bazaar

APPARELS FOOD FARM

PRODUCT

CHILD CARE &

TOYS

HOME &

PERSONAL CARE

Denims & T-

Shirts

Fabric & Cut

piece

Formal Wear

Casual Wear

Party Wear

Ethnic Wear

Accessories

Under Garments

Night Wear

Dress Materials

Sarees

Staples

Ready to eat

Ready to cook

International

Food

Spices

Imported Bazaar

Tea & Coffee

Fruits

Vegetables

Imported

Fruits

Dairy

Products

Soft Drinks

Packaged Juices

Milk Items

Frozen Foods

Ice Creams

Shampoos

Detergents

Soaps

Liquid wash

Creams

Deodorants

Home cleaners

Utensils

Plastics

Crockery

Sundries

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ELECTRONICS

BAZAAR

FASHION &

JEWELLERY

FURNITURE

BAZAAR

CHILL

STATION

OTHER

SERVICES

Television sets

Washing

Machines

Refrigerator

Personal Care

Microwaves

Small Appliances

Laptops

Computer

Accessories

Kitchen

Appliances

Footwear

Bazaar

Beauty Care

Navara

Star Parivar

Living Room

Bed Room

Kitchen

Dinning

Rooms

Kids Room

Been Bags

Paintings

Decorative

Items

KidsWear

Toy Bazaar

Stationary

Child Care

Mr. right

Bakery

Loot Mart

Future Money

Future Generally

SWOT ANALYSIS OF BIG BAZAAR

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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

Opportunities for Big bazaar

To open up more and

more number of big

bazaars in different cities

of the country.

To bring in the customers

of other retail outlet by

dealing with branded

products.

Add more products to its

product category

Threats for Big bazaar

Opening up of other

discounted stores like Vishal

mega mart

Convenience of customers to

nearby kirana stores

Availability of products in

other retail outlets

1.4

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Mehnat Hamari Bachat Aap Ki...!

MISSION

“TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION /

CITY / REGION.”

VISION

IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY & MAKE

AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY

USE & AT THE BEST VALUES THAN ANYBODY ELSE.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and

supermarkets by the store name D-Mart.

D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all

their daily household needs. A wide selection of home utility products is offered,

including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen,

home appliances and much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a

trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra

Pradesh and Karnataka.  D-Mart is now looking forward to growing its stores across

India.

Culture

At ASL, we’re strong believers in deriving excellence in customer service through

systemic training and rigor at work. We value simplicity and humility in our people and

strongly believe that integrity and merit is the only route to growth at ASL.

D-Mart has established itself firmly in the new retail topography of urban India because it

works on a rather unique business model. The strategy is quite simple, yet it is one that,

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in its nuances, has helped the company achieve quick profitability; it is a concept that the

big boys still wistfully sigh at. D-Mart sets up stores in dense residential complexes.

ADVERTISING & PROMOTION

D-Mart hoardings can be found on the lamp-posts on major roads in Navi

Mumbai area.

D-MART usually advertises in major newspapers giving information about their

latest offers

Promotion and sales offers were present for most of the items.

E.g. There were a discount of 10 % on all CINTHOL products and

Cadbury chocolates.

There was one separate whole shelf for products that were offered at huge

discount for instance “HALDIRAM” sweets were selling at Rs.25 wherein the

actual MRP was Rs.45.

PRICING

The prices offered are economical in D-mart.

EDLP (Everyday low pricing) pricing strategy is followed.

D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on

medical product, except grocery, vegetables and fruit items.

(Bundled price) Two or more products were packed and were available at a

discounted price.

E.g.:- Santoor soap bundled along with a Wipro CFL bulb.

Multiple unit pricing: - This strategy was followed for stimulating sales.

E.g.:- Soap bars bundled together

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Presence

D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda,

Pune, Sangli and Solapur. Today D-Mart is established in 50 locations across

Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in:

Maharashtra

Mumbai

Navi Mumbai

Thane

Pune

Solapur

Sangli

Kolhapur

Amravati

Jalgaon

Gujarat

Ahmedabad

Rajkot

Baroda

Surat

Anand

Andhra Pradesh

Hyderabad

Karnataka

Bengaluru

CATEGORY OF PRODUCTS

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1. Grocery

2. Fruit & Vegetables

3. Beverages

4. Frozen Food

5. Dairy products

6. Personal and Home care

7. Footwares

8. Cosmetic Items/ Beauty care

9. Medicines

10. Household utensil

11. Fashion accessories.

12. Movie CD’s and Gifts articles

13.Apparels/Garments

SWOT ANALYSIS FOR D-MART

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Strengths of Dmart

Low price, competitive price Good/stable image as a retail store Spacious and situated at a prime location

Weakness of Dmart

Low brand loyalty among customers. Big bazaar has huge loyalty factor

Poor space utilization in stores.

No backing of a known corporate/business house.

Doesn’t sell electronic equipments, which are currently in huge demand.eg

Laptops, Plasma TV’s, Digital cameras, Mobile phones.

Stand alone stores, not situated in any commercial building/malls/hub.

Opportunities for Dmart

Booming retail sector.

Limited presence in Suburbs, town markets can be potential untapped markets

in major cities.

Threat for Dmart

Presence of competitors like Big bazar, Walmart, Reliance retail.

2. REVIEW OF RELATED LITERATURE

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With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better

than this!"), the Big Bazaar targets itself directly at the average Indian's love of following

the crowd and scrambling for a good discount.

The study shows customers buying pattern with Big Bazaar & Dmart in semi

urban area. Its provide guideline for further research in Semi urban area for organized

retail. Research says about customer buying behavior towards Big Bazaar & Dmart in

semi urban area. The study rate of customer satisfaction level with Big Bazaar & Dmart

for semi urban area. The research is also important to identify Market size, growth and

Market Potential of Big Bazaar & Dmart in semi urban area. The research shows future

Scenario of Big Bazaar & Dmart in current perspective. The study shows Opportunities

and challenges for Big Bazaar & Dmart respect of internal & external environment.

Research say about main competitors in the field of organized retail sectors. The study

provide guideline to further extension of Big Bazaar & Dmart in Semi urban area .The

study provide help to know the customers satisfaction with Big Bazaar & Dmart stores.

Of 24 years, nuclear families in urban areas, along with increasing working-

women population and emerging opportunities in the services sector are going to be the

key growth drivers of the organized retail sector in India. Some Key Facts:• Retail is

India’s largest industry accounting for over 10 percent of the country’s GDP and around

8 percent of the employment• The market size of Indian retail industry is about US $312

billion. India’s Consumption Cosmos During the past decade, Private Final Consumption

Expenditure has been the key driver of economic growth in India.

Big Bazaar, one of the biggest retail format of Pantaloon Retail (India) Limited,

has democratized shopping in India and is much more than a hypermarket. Here, one

finds over 170,000 products under one roof that cater to every need of a family, making

Big Bazaar India’s favorite shopping destination. Where Big Bazaar scores over other

stores is its value for money proposition for the Indian customers.

Spread across 45000 sq.ft. With the ever increasing array of private labels, it has opened

the doors into the world of fashion and general merchandise including home furnishings,

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utensils, crockery, cutlery, sports goods and much more at surprisingly low prices.

In recent years, Big Bazaar has adopted value pricing in which they win loyal customers

by charging a fairly low price for a high – quality offering. However, consistent low price

for the products is not only the universally desired characteristic; it is also a surrogate for

different offers provided by these stores at different intervals of time.

Future Group Future Group, led by its founder and Group CEO, Mr. Kishore

Biyani, is one of India’s leading business houses with multiple businesses spanning

across the consumption space. While retail forms the core business activity of Future

Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and

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

logistics. Led by its flagship enterprise, Pantaloon Retail, the group operates over 12

million square feet of retail space in 71 cities and towns and 65 rural locations across

India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 35,000

people and is listed on the Indian stock exchanges. The company follows a multi-format

retail strategy that captures almost the entire consumption basket of Indian customers. In

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

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

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

choice and convenience of modern retail.

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

a w $450 billion by 2011 - 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.

Avenue Supermarts Private Limited (ASPL), headquartered at Mumbai,

Maharashtra, owns and operates supermarkets and hypermarkets under the store name

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Dmart. Dmart aims to be a one stop destination for all daily need products for the entire

family. Dmart is currently operating 12 stores in Ahmedabad, Mumbai, and Baroda. It

offers a wide range of products such as personal care items, food, beverages, home

accessories, kitchen ware, table ware, contemporary and traditional clothing for men and

women, a range of fashion accessories, soft furnishings such as bed, table, wall, flooring,

curtains and covers, stationeries and many more

2.1 Scope of Study

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The scope of this research is to identify the buying behavior of customers of Big Bazaar

& Dmart. This research is based on primary data and secondary data. Due to time

constraint only limited number of persons contacted. This study only focuses on Semi-

urban buying behavior of customers because the research is conducted in Kandivli area.

The study does not say anything about rural buying behavior of customer because rural

norms/status/attitude & acceptance of the rural customers differs with urban customers.

The scope of research is limited for semi urban area. It provides help to further the

research for organized retail sector in semi urban area. It aim to understand the skill of

the company in the area like technological advancement, competition in management.

2.2 ASSUMPTIONS FOR THE STUDY

The research is done by not focusing on the effects of time and cost consideration.

The selected sample unit, sample and sample size will be representing the target

population.

The method of convenient sampling and sample frame selection will not lead to

much error in answers.

2.3 OBJECTIVES OF THE STUDY

1. To find out the reasons why customers prefer Big Bazaar or Dmart.

2. To determine the current status of Big Bazaar & Dmart.

3. To find out the customers response towards Big Bazaar & Dmart.

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

Dmart.

5. To identify main competitors of Big Bazaar & Dmart.

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2.4 NEED OF THE STUDY

The need of this research is to identify why customers prefer Big Bazaar or

Dmart. It aims to understand the skill of the company in the area like technological

advancement, competition in management. The study provides help to know the

customers satisfaction with Big Bazaar or Dmart store.

3. RESEARCH DESIGN

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The research in this case is exploratory research.

Exploratory research: Since this research helps to assist the decision maker in

determining, evaluating and selecting the factors which prompt consumers to buy

products from Big bazzar or Dmart.

Information has been collected from a given sample of population only once by

drawing the sample of respondents from the population.

A Research Design consists of the following parameters

Exploratory research will be done on the information collected

The measurement and scaling procedure that can be adopted for the research are

dependent on the questionnaire designed and validity or degree of precision

desired.

Questionnaire design

Sampling process and sample size.

3.1 Data Collection

Secondary data:

Secondary data was collected mainly through the Internet, companies’ websites and the

company’s report.

Primary data:

The Primary Data was collected from the survey which involved meeting with consumers

and getting a Questionnaire filled.

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Defining the target population:

With regards to consumers any individual visitng Big bazzar or Dmart.

Sampling Frame:

Consumers were selected on the basis of convenient judgmental sampling.

Sample size

The Sample Size for Consumers is 100.

3.2 Tools used for Data Analysis

FACTOR ANALYSIS:

A statistical technique in which number of variables are grouped into several factors . It is

data reduction technique. Variables in a particular factor have strong correlation those

variables.

Factor analysis is a statistical procedure used to uncover relationships among many

variables. This allows numerous intercorrelated variables to be condensed into fewer

dimensions, called factors.

Chi Square:

The Chi Square Test of Independence tests the association between 2

categorical variables.

3.3 Hypothesis:

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A tentative explanation for an observation, phenomenon, or scientific problem

that can be tested by further investigation.

Something taken to be true for the purpose of argument or investigation; an

assumption

Null: There is no association between the two variables.

Alternate: There is an association between the two variables.

1. Do you buy from a selected store every time or do you keep on shifting stores?

Ho: Do buy buy from a selected store

H1: Do not buy from a selected store

2. Apart from Big Bazaar or D Mart do you intend to visit any other outlet?

Ho: Do not visit any other outlet

H1: Do visit other outlet

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3.4 LIMITATION

Certain limitations do creep in a research study due to constraints of the time, money and

human efforts, the present study is also not free from certain limitation, which were

unavoidable.

Although all effort were taken to make the result of the work as accurate as possible as

survey but the survey have following constraints.

Some customers were not willing to give appointment due to their busy schedule.

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

be contacted.

Due to time constraint and other imperative work load during the period it could

not be made possible to explore more area of concern pertaining to study.

Also impossible for company to prove information is confidential.

Due to fast pace of life, some customers were not able to do justification to the

questionnaire.

Personal biases might have come while answer the questionnaire.

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

in their daily schedule.

4. RESULT & DISCUSSIONS

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ANALYSIS

I have done a market field survey on big bazaar & Dmart. I have surveyed around 100

respondents of Mumbai(Kandivli) who come to visit big bazaar. A specific questionnaire

is prepared for the customers and data is obtained from them by moving around big

bazaar & Dmart and personally interacting with them. The customers gave me valuable

information regarding their consumption pattern in big bazaar. I collected all those

information 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 interpretation has been done to

best of my effort.

4.1 Graph

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Q.7 Apart from Big Bazaar or D Mart visit other outlet

Yes 64%

No 36%

Interpretation: From this I interpret that 64% customers of big bazaar or Dmart visit

other retail stores for their requirements and 36% customers of big bazaar or Dmart

generally do not visit other retail stores. It shows that customers satisfaction level is more

in big bazaar or Dmart.

Q9. Factors which encourages customers to visit big bazaar

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Price 60%

Service 40%

Ambience 50%

Product variety 65%

Product Quality 20%

Convenience 35%

Analysis: People are mostly encouraged to come to big bazaar because of its cheap price

and availability of variety of products. Around 65% of the total respondent said they are

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mostly encouraged to come to big bazaar as it has variety options. Even most of the

customers said that they get goods there in a discounted price and so they come in to it.

Many customers also said that they feel good about the service and ambience provided by

big bazaar. Around 35% of customers also said that convenience is also another factor

which leads them to come to big bazaar. Product quality is rated at very low that is only

20% which encourages the customers to come to big bazaar.

Interpretation: From this analysis I interpret that big bazaar is a well known for its

variety options. People mostly come to big bazaar as they get various kinds of products

under one roof. It is also clearly known that big bazaar sales its goods at a discounted

price as compared to the market. Even it provides a good service and ambience to its

customers which encourages them to visit big bazaar more and more times. I can also

interpret from this that big bazaar has located itself in a good place from where it is able

to attract customers. As a hypermarket which is to be located far off the city, big bazaar

has located itself in a good place from where it is convenient for people to visit big

bazaar. Big bazaar should try and produce more qualitative products so that customers

can get more satisfaction and would never think of not doing shopping in big bazaar.

Q10. Factors which encourages customers to visit Dmart

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Price 52%

Service 30%

Ambience 40%

Product variety 60%

Product Quality 12%

Convenience 30%

Analysis: People are encouraged to come to Dmart because of its cheap price. Around

60% of the total respondent said they are mostly encouraged to come to Dmart as it has

variety options. Even most of the customers said that they get goods there in a discounted

price and so they come in to it. Around 30% of customers also said that convenience is

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also another factor which leads them to come to Dmart. Product quality is rated at very

low that is only 12% .

Interpretation: From this analysis I interpret that Dmart is a well known for its variety

options. Even it provides a good service and ambience to its customers which encourages

them to visit Dmart. I can also interpret from this that Dmart has located itself in a good

place from where it is able to attract customers.

4.2 Chi-square

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Crosstabs

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

gender *

buying100 100.0% 0 .0% 100 100.0%

gender * buying Cross tabulation

buying

Total1 2

gender 1 Count 34 28 62

% within gender 54.8% 45.2% 100.0%

% within buying 72.3% 52.8% 62.0%

% of Total 34.0% 28.0% 62.0%

2 Count 13 25 38

% within gender 34.2% 65.8% 100.0%

% within buying 27.7% 47.2% 38.0%

% of Total 13.0% 25.0% 38.0%

Total Count 47 53 100

% within gender 47.0% 53.0% 100.0%

% within buying 100.0% 100.0% 100.0%

% of Total 47.0% 53.0% 100.0%

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Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 4.025a 1 .045

Continuity Correctionb 3.239 1 .072

Likelihood Ratio 4.076 1 .043

Fisher's Exact Test .063 .035

Linear-by-Linear

Association3.984 1 .046

N of Valid Casesb 100

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 17.86.

b. Computed only for a 2x2 table

Symmetric Measures

Value

Approx.

Sig.

Nominal by

Nominal

Phi .201 .045

Cramer's V .201 .045

N of Valid Cases 100

P < 0.05 i.e. .045 < 0.05

Null hypothesis is rejected

Hence there is a significant relationship between gender & buying .

Crosstabs

Page | 34

[DataSet0] 

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

age * liking100 100.0% 0 .0% 100 100.0%

Page | 35

age * liking Cross tabulation

liking

Total1 2

age 2 Count 0 1 1

% within age .0% 100.0% 100.0%

% within liking .0% 3.1% 1.0%

% of Total .0% 1.0% 1.0%

3 Count 2 1 3

% within age 66.7% 33.3% 100.0%

% within liking 2.9% 3.1% 3.0%

% of Total 2.0% 1.0% 3.0%

4 Count 2 2 4

% within age 50.0% 50.0% 100.0%

% within liking 2.9% 6.2% 4.0%

% of Total 2.0% 2.0% 4.0%

5 Count 64 28 92

% within age 69.6% 30.4% 100.0%

% within liking 94.1% 87.5% 92.0%

% of Total 64.0% 28.0% 92.0%

Total Count68 32 100

% within age 68.0% 32.0% 100.0%

% within liking 100.0% 100.0% 100.0%

% of Total 68.0% 32.0% 100.0%

Page | 36

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 2.827a 3 .419

Likelihood Ratio 2.941 3 .401

Linear-by-Linear Association 1.574 1 .210

N of Valid Cases 100

a. 6 cells (75.0%) have expected count less than 5. The minimum expected count

is .32.

Symmetric Measures

Value

Approx.

Sig.

Nominal by

Nominal

Phi .168 .419

Cramer's V .168 .419

N of Valid Cases 100

P > 0.05 i.e. .419 > 0.05

Null hypothesis is not rejected

Hence there is no significant relationship between age & liking.

Page | 37

4.3 Factor   Analysis

[DataSet0] 

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

Adequacy..590

Bartlett's Test of

Sphericity

Approx. Chi-Square 43.028

df 10

Sig. .000

Correlation Matrix

age gender income buying liking

Sig. (1-

tailed)

age .013 .287 .000 .331

gender .013 .196 .000 .161

income .287 .196 .228 .311

buying .000 .000 .228 .262

liking .331 .161 .311 .262

Page | 38

Communalities

Initial Extraction

age 1.000 .481

gender 1.000 .583

income 1.000 .730

buying 1.000 .705

liking 1.000 .320

Extraction Method: Principal

Component Analysis.

Total Variance Explained

Com

pone

nt

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumulativ

e % Total

% of

Variance

Cumulativ

e %

1 1.614 32.281 32.281 1.614 32.281 32.281 1.583 31.659 31.659

2 1.262 25.234 57.515 1.262 25.234 57.515 1.287 25.746 57.405

3 1.005 20.099 77.614 1.005 20.099 77.614 1.010 20.209 77.614

4 .760 15.191 92.805

5 .360 7.195 100.000

Extraction Method: Principal

Component Analysis.

Page | 39

Page | 40

Component Matrixa

Component

1 2

age -.659 -.215

gender .753 -.125

income -.107 .848

buying .836 -.076

liking .203 .528

Extraction Method: Principal

Component Analysis.

a. 2 components extracted.

Page | 41

Rotated Component

Matrixa

Component

1 2

age -.644 -.256

gender .760 -.078

income -.160 .839

buying .839 -.023

liking .169 .540

Extraction Method: Principal

Component Analysis.

Rotation Method: Varimax

with Kaiser Normalization.

a. Rotation converged in 3

iterations.

Page | 42

Component

Transformation Matrix

Comp

onent 1 2

1 .998 .063

2 -.063 .998

Extraction Method:

Principal Component

Analysis.

Rotation Method:

Varimax with Kaiser

Normalization.

Interpretation:

KMO VALUE = 0.590

Which is greater than 0.5

Therefore, the factor is in good fit.

Significance level= .0

Which is less than .1

Total Variance Explained :

Loss of Variance: 100 – 77.614 = 22.386

Factors:

Factor 1: gender and buying

Factor 2: income and liking

Page | 43

5. FINDINGS

1. Most of the customers buy their requirement from Big Bazaar & Dmart on Weekly

and monthly basis. Customers realized that Big Bazaar & Dmart stores provide

qualitative products/service with reasonable price.

2. At present time Big Bazaar & Dmart provide different types of product assortments to

the customers.

3. Continuously opening of Big Bazaar chains in different major cities, increasing

quantities of the customers & profit show that Big Bazaar most accepted name in

organized retail chain in India.

4. Big Bazaar & Dmart mainly deal with middle income group people who want

qualitative product with reasonable cost.

5. Big bazaar & Dmart has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7. Big bazaar & Dmart holds a huge customer base. The majority of customers belong to

middle class family.

8. Impulse buying behavior of customers comes in to play most of the times .

9. There are more than 50 big bazaars & 33 Dmart store in different cities of India, it

seems that there is a vast growth of big bazaar & Dmart lying as customers demand is

increasing for big bazaars & Dmart.

10. D Mart does not retail its private labels but Big bazzar do

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11. Big bazaar & Dmart 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.

12. The major players in retail industries are Big bazaar, Dmart, The Tata Groups

(Croma), Vishal Retail Group, Reliance Retail, Kirana stores etc.

Page | 45

6. SUGGESTIONS

Big bazaar & Dmart should include more of branded products in its product

category so as to attract the brand choosy people to come in to big bazaar.

Big bazaar & Dmart should provide large parking space for its customers so that

they can easily park their vehicles.

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 & Dmart should provide some offers to its

customers so that people would be encouraged to come to big bazaar & Dmart

during off peak hours. The customers who are present in the mall during the off

peak hours of big bazaar & Dmart will definitely go in to big bazaar & Dmart if

surprise offers are made at that time.

Page | 46

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

and queries. The person sitting at the help desk of big bazaar & Dmart 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 & Dmart during those days.

7. CONCLUSION

Page | 47

Big bazaar & Dmart 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 & Dmart has a good reputation of itself in the market. Big bazzar 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 & Dmart. Volume sales always take place in big

bazaar & Dmart. Impulse buying behavior of customers comes in to play most of the

times in big bazaar & Dmart.

Big bazaar & Dmart 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 & Dmart. As of now there are more than 50

big bazaars & 33 Dmart 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 & Dmart.

Big bazaar & Dmart 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 Mumbai(Kandivli) it is the middle class people who mostly do marketing from

Page | 48

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

& Dmart. People not only visit big bazaar & Dmart to do shopping but also visit for

outing purpose as it provides a very nice ambience to its customers. As people go they

just tend to move around big bazaar & Dmart whether it is for shopping purpose or for

outing purpose.

8. REFERENCES

Page | 49

BOOKS:

1. Marketing Research - Naresh Malhotra

2. Marketing Research – Rajendra Nargundkar

Websites:

1. Bigbazaar.co.in

2. Dmart.com

3. http://www.pantaloonretail.in/pdf/ar_2007_2008.pdf

9. APPENDICES

Page | 50

Questionnaire

(Buying preference of customers towards Big Bazaar & D Mart)

1. Name: _______________________________

2. Age:

a. Below 15 b. 16 to 25 c. 26 to 40

d. 41 to 60 e. above 60

3. Gender – a. Male b. Female

4. Occupation: _____________________________

5. Annual income

a. <1.8lakh b. 1.8 to 4lakh c. more than 4lakh

6. Do you buy from a selected store every time or do you keep on shifting stores?

a. Shop from only one store b. Shop from few selected store

c. Sometimes shift d. Keep on shifting

7. Apart from Big Bazaar or D Mart do you intend to visit any other outlet?

a. Yes b. No

Page | 51

8. What do you shop, how often & from where? (Please Tick)

Daily Weekly Monthly Big

Bazaar

D Mart Local

Retail

Grocery(Dal, Rice, wheat)

FMCG(Biscuit,Detergents,Soaps)

Garments

Electronics

Utensils

Vegetables

9. What encourages you to visit Big Bazaar?

a. Price b. Service

c. Ambience d. Product Variety

e. Product Quality f. Schemes

10. What encourages you to visit D MART?

a. Price b. Service

c. Ambience d. Product Variety

e. Product Quality f. Daily Discounts

11. Rank Big Bazaar and D Mart on the basis of following parameters. Give

Rankings from 1 to 5, 1 being the lowest and 5 being the highest.

Page | 52

Big Bazaar D Mart

Price

Quality

Loyalty

Customer Service

Best Deals

Convenience

12. Which store you like the most & why?

Bigbazaar_____________________________________________________________

D Mart _______________________________________________________________

Page | 53