Executive Summary

The project focuses on the demographic profile (income group, male- female ratio, language spoken, no. of households) of the target area. It also mentions the main catchment analysis of the target location and points out the preference of both print and TV media of the people residing there. It also consists of the level of frequency of buying of groceries, fruits and vegetable, cosmetics, clothing and snakes / bakery items.

The target area covers following locations:

Rajajinagar 1st Block Rajajinagar 2nd Block Mahalaxmi Layout Nandhini Layout Malleshwaram (1-6 blocks) Nagapura Maruthinagar Subramanyanagar Yeshawanthpur Sub-urban

The no. of sample is 187 respondent which were chosen randomly. The report also mentions the competitor in the nearby localities.

Objectives

To show competitors in a map( location and ow far they are form the store) No. of house holds Nearby Temple, Hospital, Mosque, etc Main occupation Main Language spoken Apartments nearby Media penetration ( print & T.V) Demographics Catchment Analysis Competitors Nearby Deciding a launch plan

CATCHMENT ANALYSIS

OBJECTIVE

To perform the Catchment Analysis for identifying customer perception about the brand Big Bazaar.

Understand the target market on the basis of Catchment Analysis for Big Bazaar.

To understand customers views regarding Big Bazaar.

Catchment Analysis

Definition:

Catchment analysis is basically a tool for area mapping of that local market to finds the locations of the competitors, customers and traffic between them, in order to quantify the sizes and potentials of that local catchment areas and market of that area as whole.

Factors that influence consumers’ decisions on where to shop include:

• Presence and strength of ‘anchor’ traders• Volume, quality and mix of retail provision• Additional services and facilities• Leisure provision• Accessibility• Parking• Shopping Environment

Research Methodology

Research method:

Defining the problem and research objectives Develop research plan Make the decision

Research Instrument:

Sample questionnaire

Sample universe

Rajajinagar 1st block Rajajinagar 2nd Block Mahalakshmi Layout Nandhini Layout Malleshwaram (1-6 Blocks) Nagapura Maruthi Nagar Subramanyanagar

Sample Size:

Data was collected from 187 respondents

Parameters for choosing the respondents:

The respondents chosen were from middle class & upper middle class based on their locality.

Primary Data

Area No. of respondentsRajajinagar 1st Block 25Rajajinagar 2nd block 25Mahalakshmi Layout 30Nandhini Layout 30Malleshwaram (1-6 Blocks) 20Nagapura 20Maruthi Nagar 20Subramanyanagar 17

Data collection technique Face to face interview Personal contact method

Secondary data:BBMP ward information – for area population and number of residential houses.

Main Catchment Areas

Mosques

MOSQUES ADDRESSJamia Masjid MalleshwaramMasjid-e-noor Rajajinagar

TEMPLES

Iskcon Temple – down the street from Big Bazaar site facing the main road. Opposite to the road is a small colony with approx. 200-250 houses. People residing belong to the lower and lower-middle class with main occupation as workers in adjacent industries.

Other nearby temples

TEMPLES ADDRESSThe Pentecostal Mission 6th Block, Rajajinagar, Bengaluru,

KarnatakaSubramanya Swamy temple 5th Block, Rajaji nagar, BengaluruShri Swaminarayan Mandir #18/21 1st Main West of Chord Road,

RajajinagarSri Srinivasa Temple 13th Main Road, SubramanyanagarSri Rama Mandir 10th Main Road, RajajinagarPunyadhama Nagapura, BengaluruAnjaneya Ganesha Temple 41st cross Rajaji nagar, BengaluruPanchmukhi Vinayaka Nandhini Layout

APPARTMENTS

Name Status No. of FlatsRenaissance Temple Bells Occupied 360Ashok Leyland Occupied 220-250Brigade Gateway Occupied 250-275Aditya appartment Occupied 150-180Esteem Classic Appartments Under construction 150-180

All the above apartment are within one kilometer range from the Big Bazaar site. Other nearby areas like various Blocks of Malleshwaram, Mahalakshmi layout, Nandhini layout are filled with residential houses. Most of these houses are owned. Mahalakshmi and Nandhini layout is dominated by high income group people whereas malleshwaram is mostly dominated by middle class people. Each block has a Main road of its own which provides the area with various products ranging from groceries to apparels.

Population details

Area Population (acc to BBMP)Nandhini Layout 40127Malleshwaram 33472Maruthi seva nagar 33056Subramanyanagar 27164Nagapura 30083Mahalakshmipram 37842Rajaji Nagar 30334

HOSPITALS

HOSPITALS ADDRESSEmployees State Insurance Corp Model Hospital 2nd Blk, Rajajinagar, Bangalore - 560010

MS Ramaiah Memorial HospitalMS Ramaiah Memorial Hospital, Nr Iisc, Msrit Po,new Bel Rd, Mathikere, Bangalore - 560054

St Theresa HospitalNo.1, Dr Rajkumar Rd, Rajajinagar, Bangalore – 560010

Mangals Nursing HomeNo.1152, Nr Jain Temple, 3rd Mn Rd,6th Crs,kn Ext, Yeshwanthpur, Bangalore - 560022

Eshwar Hospital

No.32, Nr Hanuman Temple, 2nd A Crs,1st Mn Rd,saraswathipuram, Mahalakshmipuram Layout, Bangalore – 560086

Ananya HospitalNo.389/44, Nxt To Canara Bank, 19th Mn Rd,1st Blk, Rajajinagar, Bangalore – 560010

Chhaya Nursing HomeNo.47, 17th Crs, Malleswaram West, Bangalore – 560055

Shanbagh Nursing HomeNo.6, 1st Mn Rd,3rd D Crs,3rd Stg,thimmaiah Lyt, Basaveshwaranagar, Bangalore - 560079

Dr Ramesh HospitalNo.6/63, Op To Mei Polytechnic, 59th Crs,4th Blk, Rajajinagar, Bangalore – 560010

Sevabhaya HospitalNo.705-A, Bashyam Circle, 63rd Crs,5th Blk, Rajajinagar, Bangalore – 560010

Manipal Northside HospitalNo.71, Opp To Malleshwaram Railway Station, 11th Mn Rd, Malleswaram, Bangalore - 560003

Pristine Hospitals & Research Centre Pvt LtdNo.877, Modi Hospital Rd, 2nd Stg, Woc Rd, Mahalakshmipuram Layout, Bangalore - 560086

Manjunatha Maternity Home & Surgical CentreNo.90/1, B/W 17th & 18th Crs, West Park Rd, Malleswaram, Bangalore - 560003

Punya Maternity & Surgical CentreNo.91, Jc Ngr, Pipeline Rd,kurubarahalli, Mahalakshmipuram Layout, Bangalore - 560086

Acharya Tulasi Jain Charitable HospitalNo.22/2, Op To Prakash Clinic, 6th Crs,kn Extn, Yeshwanthpur, Bangalore - 560022

Narayana Nethralaya #121/C,Chord Road, Block, Rajaji Nagar, Bangalore

Columbia asia referral hospital #26/1 Feet, Dr. Rajkumar Road Malleshwaram West , Bangalore 560 055

Suguna Hospital 1a/87, Dr Rajkumar Road, 4th 'n' Block, Near-Axis Bank ATM, Rajaji Nagar, Bengaluru

Competitors

Reliance Fresh (Mahalakshmi layout) More (Mahalakshmi layout- main road) Star Bazaar (4th Block, Sujata signal)

Mapping competitors:

Reliance fresh:

The red dot is Big Bazaar site

Star Bazaar:

Red dot is Big Bazaar. Approx distance from Big Bazaar is 4.8 km.

More

A- Iskcon TempleB- More, 8th main road malleshwaram (2.4km)C- More, Nagapura (1.9 km)D- More, 3rd block, 12th main, Bashyam Circle, Rajajinagar (3.0 km)E- More – Near West of Chord Road 1st stage (2.9 km)

Questions asked while conducting the survey

DEMOGRAPHICS

AGE?

age group  No.20-30 9430-40 4740-50 2050 above 26

The pie chart shows the percent of age distribution out of the sample collected.

Almost 80% of the sample is below the age of 55.

Language Spoken?

Majority of the sample could speak Kannada, English and Hindi. Almost 97.3% of the respondent could speak Kannada. The others include Tamil, Telegu, and Konkani etc.

Kannada Hindi English Others

182

7494

4

Language

Language

50%

25%

11%

14%

Age Group20-30 30-40 40-50 50 above

No. of members in family?

male

female

children

25 75 125 175 225 275 325male female children

members count out of sample

305 324 184

total no. of member from col-lected sample

The table projects the no. of members in the total households collected from the respondent questioned.

Average Monthly Income?

less than 10 10 to 20 20 to 30 30 to 40 more than 40

0102030405060708090

6

21

47

31

82

Monthly avg family income(in thousands)

monthly income(in thousands)

Approximately 44% the respondents have an income more than Rs. 40000 which highest amongst all other groups. This shows a greater opportunity for the organisation to attract more customers with greater buying capacity.

Occupation?

hm25%

it19%service

25%

self emp17%

student14%

Occupation

The chart shows the percentage of occupations of the respondent questioned.

MEDIA PENETRATION

Newspapers?

Times

of India

The H

indu

Banga

lore Mirr

or

Deccan

Herald

Vijay K

arnata

ka

Udayav

ani

Sanjev

ani

Samyu

kat K

arnata

ka

Kannad

a Prab

ha0

20

40

60

80

100

120

140

160 150

58

3622

50

11 9 2

53

No. of news paper

The above graph shows the subscription of newspapers by respondent in the target area.

The Times of India has highest subscription amongst the English dailies and Kannada Prabha in the Kannada dailies followed by Vijay Karnataka.

Local Entertainment T.V. channels?

28%

30%

24%

17%

Local Entertainment Channels

Udaya tvEtv Kannada Zee kannadaSuvarna tv

Etv Kannada is the highest preferred entertainment television channel followed by Udaya TV. Advertisement in the local channels would do wider promotion and bring greater response.

Local News Channels?

22%

62%

10%

6%Local News Channels

Udaya newstv9 karnatakaSamayaJanashri

The chart shows that TV9 Karnataka is highest viewed local news channel by the respondents followed by Udaya News.

FREQUENCY OF BUYING

Groceries

daily; 22

weekly, 83

fortnightly; 25

monthly; 57

Frequency of buy-ing groceries

Sample Size =187

Most of the respondents purchase their groceries weekly.

Fruits & Vegetables

daily; 53

week; 111

fortnightly; 7

monthly,16 Frequency

of buying fruits & veg

About 59% of the respondents purchase fruits and vegetable weekly.

Cosmetics & Utilities

week; 28fortnightly;

20

monthly, 139

Frequency of cosmetics

Sample Size =187

Almost 74% of the respondent buy their cosmetics and utilities on a monthly basis followed by weekly.

Clothing & Apparels

week; 9fort-nightly; 9

monthly; 169Sample Size =187

The chart shows the frequency of the buying of clothing and apparels. 169 out of 187 respondents like to buy monthly.

Snacks & Bakery Items

daily; 55

week; 103

fortnightly; 16

monthly; 13

Frequency of buying snacks & bakery items

Frequency of buying snacks & bakery items

About 55% of the respondent buy their snacks and bakery items on weekly basis which is followed by daily basis.

Have you heard of Big Bazaar ?

Yes75%

No25%

75% of the respondents agree to have heard of Big Bazaar, where 25% of the respondents refused to have heard of it.

FINDINGS

With this study it is found that the customers prefer to purchase items from Departmental store & Shopping Malls which are closer to their neighbourhood. 

During the study it was clarified that while making purchasing decision, customers consider the factors like Proximity, Variety, Price considerably compared to Parking Space and other factors.

Most people prefer to go for shopping with their spouse & children rather than Mother , Father or relatives

Majority of the people know about Big Bazaar opening at Rajajinagar.

Majority of the people prefer shopping at less crowded & spacious stores.

In this study it is found that, after knowing Big Bazaar is coming up at Rajajinagar, almost 74% of the total respondents showed their interest to visit Big Bazaar.

During study it was observed that the upper middle class & upper class customers prefer to purchase branded apparels compared to lower class & Middle Class customers. 

During the study it was observed that around 82% of the respondents prefer shopping on weekends.

It was also known that an individual spend an approx. of Rs. 3000 – Rs. 5000 on groceries. These individuals belong to the upper- middle class, whereas the lower-middle class spends approx. Rs. 1500- Rs. 2000. (Monthly)

Launch plan for Big Bazaar

For promotion and advertising:

Banners and hoarding can be placed at petrol pump located within a 2 km radius of the Big Bazaar site.

Markets situated on main roads at Malleshwaram are a good location for placing print ads and banners.

Prints ads should preferably be in local language as Kannada speaking people is of high ratio.

For newspaper advertisements Kannada Prabha and Vijay Karnataka should be preferred as they constitute a high percentage of viewer`s subscription.

For advertisements in news channels TV9 Karnataka and Udaya News should be taken into consideration.

Suggestions:

Launch of Big Bazaar may be moderately expensive as Rajajinagar and adjacent areas are populated by traditional Bangalorians who prefer simplicity and have a deep connection with their culture and traditions.

Invitation:

Invitation for inauguration of Big Bazaar can be distributed through leaflets/pamphlets.

Promotional vehicles and radio advertisements can also be used.

Event plans:

Offers can be announced to attract more customers eg. 1st ten customers to purchase product/products worth a specific amount wins a gift hamper or gift coupons. Coupons of gifts may come from other sponsors.

Inviting a prominent person of that region for the inauguration ceremony.

Since the launch of Big Bazaar coincides with Republic Day, Big Bazaar can use the occasion to gather more crowds and bring more awareness of the store among people.

The launch ceremony may be started with Flag Hoisting followed by cultural programs.

Special attention by means of offers, ease of shopping, may be provided to female crowd so as to create interest among them as they are the budget makers.

Since it’s a stock clearing season, the store may be opened with discount on products.Eg. Discounts may be given using Republic Day as background.

50% discount of purchase of 2/3 clothes and an additional 15% discount if one more is bought. (25% discount on a single purchase)

In the grocery section, if bill of a customer ends with the digit ‘6’ or ‘5’ the customer is entitled to a 10%-15% discount on the total bill.

At the inauguration certain games and activities can be organized to promote customer participation. Such activities will develop sense of belonging among the customers and will also portray Big Bazaar `s nature of sharing happiness.Eg.

65 seconds to find a particular product in a particular section of the store. If found participants take it for free. Products name is written in chits and randomly picked.

A few items are displayed in front of a group of people for 65 second. After this time, the item a hidden/covered and customers have to write down as much as they can recollect. Customer who remembers most number of items gets a gift hamper/scratch coupon.