Big Bazaar

A REPORT ONCUSTOMER BEHAVIOUR AND PERCEPTIONS TOWARDS BIG

BAZAARHYDERABAD.

Submitted toProf Mrs. Vasumathy HariharanFaculty: Business Research and ManagementIBS, Hyderabad.

On 05/01/10

Submitted byS.Sai kumarEnrol No: 09BS HYD 1077Section: ‘M’

1

Acknowledgement

I would like to acknowledge and extend my heartfelt gratitude to Prof Mrs. Vasumathy Hariharan who gave me the opportunity to take up the project and made the completion of report possible.

2

SL.No.

CONTENTS PAGE NO.

1 • Retailing in the Indian Sector 7

Rise of Indian Retailing Sector 9

2 Research Design 11

• Statement of the problem 11

• Objectives of the study 11

• Need for study 11

- • Scope of the study 11

• Research methodology 12

• Limitations of study 13

• Chapter Scheme 14

3 Company Profile 15

• Corporate Mission 15

• Values 16

• Pantaloons Evolution 14

• Group Companies 16

• Big Bazaar 17

• Retailing Principles 18

4 Data Analysis And Interpretation 19-47

5 Summary Of Findings 49-51

6 Suggestions 50-53

• Conclusion 52-53

Bibliography

Annexure

3

LIST OF TABLES

SL. NO. TABLE NO. TITLE PAGE

NO.

1 4.1. Frequency Of Visit 17

2 4.2 Preference Of Shopping Days 18

3 4.3 Preference Of Shopping Time 20

4 4.4 Accompanied By 21

5 4.5 Source Of Knowledge 23

6 4.6 Customer Perception Towards Big Bazaar 24

7 4.7 Customer Expectation 26

8 4.7.1 Customer Expectation (Age) 28

9 4.7.2 Customer Expectation (Gender) 29

10 4.8 Product Satisfaction 30

11 4.9 Product Location 31

12 4.10 Helpful Signage 32

13 4.11 Customer Perception Towards Price 33

14 4.11.1 Customer Perception Towards Price (Age) 34

15 4.11.2 Customer Perception Towards Price

(Gender)

36

16 4.12 Awareness Of Promotional Offers 37

17 4.13 Advantage Of Promotional Offers 38

18 4.14 Customer Perception 39

19 4.14.1 Customer Perception (Age) 40

20 4.14.2 Customer Perception (Gender) 41

21 4.15 Age 43

22 4.16 Gender 44

4

23 4.7 Marital Status 44

24 4.18 Monthly Family Income 45

25 5.1 Customer Expectation And Customer

Satisfaction

46

5

LIST OF CHARTS

SL.

NO.

CHART

NO.

TITLE PAGE

NO.1 1 Frequency Of Visit 18

2 2 Preference Of Shopping Days 19

3 3 Preference Of Shopping Time 21

4 4 Accompanied By 22

5 5 Source Of Knowledge 24

6 6 Customer Perception Towards Big Bazaar 25

7 7 Customer Expectation 27

8 7.1 Customer Expectation (Age) 28

9 7.2 Customer Expectation (Gender) 29

10 8 Product Satisfaction 31

11 9 Product Location 32

12 10 Helpful Signage 33

13 11 Customer Perception Towards Price 34

14 11.1 Customer Perception Towards Price (Age) 36

15 11.2 Customer Perception Towards Price (Gender) 37

16 12 Awareness Of Promotional Offers 38

19 14 Customer Perception 40

20 14.1 Customer Perception (Age) 42

21 14.2 Customer Perception (Gender) 43

22 15 Age 44

23 17 Marital Status 46

24 18 Monthly Family Income 47

25 19 Customer Expectation And Customer

Satisfaction

48

6

RETAILING IN THE INDIAN SCENARIO

Defining a new consumer culture, retailing beats everything else hollow.

Though still at a nascent stage, the rate at which retail outlets are

mushrooming could give an amoeba a complex.

From supermarkets and hypermarkets to department stores and

convenience stores and one-stop shops, a retailing wave is currently on in

the country. And from food to music and apparel to tea and coffee bars,

companies of all hues are indulging in retail speak.

Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs

1,44,253 crore today, with a potential to expand to Rs 235,000 crore by

2015.

The Indian consumer initially accepted everything that was offered to

them but from the nineties the trend changed and the market became

more consumers driven. Consumers became more specific about what

they wanted and did not pick up anything and everything that was given

to them. In shot they became very choosy and needed alternatives to

choose from. These in turn made the Indian consumers more

knowledgeable about the products and facilities and they have now

become tough critics, savvy, purchasers, value driven spenders and

practical thinkers when it comes to shopping. The demand for their time

at work and home has made the consumers extremely selective about

how they would spend their limited time on shopping.

The rate of growth in India has gradually picked up in the last two

decades. Growth prospects apart, India's very size acts as the fourth

largest economy in the world. It is also the second most populous nation

in the world. This clearly indicates that within the broad picture of a

developing nation, there are segments to represent big enough to

represent large markets for organized retail.

Due to the increasing demand of consumers for variety and convenience

under one single roof and the concept of shopping malls started taking

shape in India. Though the concept of shopping malls came from the west,

when it was introduced in India is was according to Indian taste and

7

preferences.

Shopper's stop was the first Shopping mall to start in India. It was

promoted by Mr.K.Raheja , a prominent Mumbai-based builder, opened

the first outlet in Andheri, Mumbai in 1991, initially it underwent a fair

share of growing pains but slowly it caught on and has now been very well

excepted by the masses.

In India there are a number of large towns and the population in these

towns is also very high. This acts as a very important factor to attract the

large retailers in venturing into these towns. In the ascending traffic

congestion levels, the net result is over crowded towns and parking

hassles, One-stop shops have become the places of choice in such a

scenario.

There has been an explosion of branded goods as a corollary to the

receptive conditions created by The new trend; For example: In the

eighties there was only one brand of salt available in the Indian market

but today there are many brands that are available. Garments, cosmetics,

shoes, etc are no way different as a number of brands have entered into

the market.

Indian Retailing - On to Generation Mall:

The changing structure of the industry is in response to global forces.

There is a perspective of the existing opportunities and the future

potential areas across various segments of the retail industry. While this

sector hasn't yet been thrown open to foreign investments, the potential

for the same in the future is huge. Technology is playing an increasingly

crucial role for the success of a retail venture. Retailers are scrambling to

tap the vast consumer information at their disposal using technological

advancements. The section on such initiatives in the Indian retail scenario

is a must for any potential entrant and for majors in the software industry

wanting to tap the potential in this industry.

8

RISE OF INDIAN RETAIL SECTOR

Traditional retailing continues to be the major form of retail system contributing to over 97% of total retail revenues. Indian retail market is in a transition phase with a fast paced shift towards organized retail which is predicted to capture 15-20% market share by 2010. Initially organized retail stores made their entry through metro cities. But with the increased spending capacities of consumers in tier-2 cities, the new retail stores are entering smaller upcoming cities. There are only a handful of companies with a retail background. Most new entrants to the Indian retail scene are real estate groups who see their access to and knowledge of land, location and construction as prime factors for entering the market. Quite interestingly, the share of retail market in urban and rural India is not very skewed. The organized retail is expected to grow at a rate of 35% in large cities because of shortage of space, while in small towns it would grow at a rate of 50-60 per cent, where ample land is available (NSSO and KPMG analysis).

India, currently, is the hottest retail destination. The Indian retail sector is highly fragmented with 95% of its business being run by the unorganized retailers like the traditional family run stores and corner stores. The organized retail is at a very nascent stage though attempts are being made to increase its proportion to 15-20% by the year 2010 bringing in a huge

9

opportunity for prospective new players. “Retail Revolution” is just beginning in India. This presents a unique opportunity in time to “organized” retailers in the western world to leverage and scale-up in India utilizing their well defined and proven processes, procedures and controls. The supply chain, procurement systems and understanding of global trends & fashion will enable them to succeed.

According to the research conducted by Sumitra group, from the setting up of India’s first mall in 1999, there has been a steady proliferation of malls, a trend specially pronounced in the urban cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase to

715 by 2015.

The mall mania has bought in a whole new breed of modern retail formats across the country catering to every need of the value-seeking Indian consumer. An average Indian would see a mall as a perfect weekend getaway with family offering them entertainment, leisure, food, shopping all less

than one roof. FDI up to 51 per cent is allowed, with prior Government approval for retail trade in ‘Single Brand’ products with the objective of attracting investment, technology and global best practices and catering to the demand for such branded goods in India (KPMG Research Group).

10

STATEMENT OF THE PROBLEM

Understanding shopping behaviour is in shopping malls is one of the

greatest problems of the marketer. He has to fine tune his marketing mix

strategies according to the market needs. For this an in depth Analysis is

necessary to understand the shopping behaviour.

Big Bazaar one of the well-known shopping malls in the city of Hyderabad

has a different kind of marketing strategy as compared to others. In this

background an attempt is made to understand the marketing mix

strategies of Big Bazaar from customers' point of view.

OBJECTIVES OF THE STUDY

The study is conducted with the main intention of understanding:

1. The shopping behaviour of the customers.

2. Customers' perception about the marketing mix strategies of Big

Bazaar.

3. Customers' preference for Big Bazaar.

4. Customers' expectation and satisfaction levels.

5. To offer suggestions based on findings.

NEED FOR STUDY

Retail market has come of age and is witnessing a global trend.

Hyderabad is one of the cities witnessing this trend hence it attracts the

attention of any researcher to understand the shoppers behaviour and

strategies of the retailer in this regard.

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SCOPE OF THE STUDY

The study confines itself in understanding the customers' view point of the

marketing mix strategies of Big Bazaar in Hyderabad.

RESEARCH METHODOLOGY

DATA SOURCES:

1. Primary Data

Primary data is the information collected for research purpose at hand.

Primary data was collected through an interview with the help of a

structured questionnaire, which contained quires that were relevant to the

purpose of the study as well as pertinent; industry related questions. The

present study questionnaire makes use of both open ended and close

ended questions.

2. Secondary Data

Secondary data is the information which already exists. Secondary data is

collected from journals, magazines, books, dissertations etc. The

secondary data for this research was obtained from company profile,

corporate magazines, corporate broachers, websites, journals etc. Various

books and other published matter were also referred to for sorting,

tabulating and analysing the raw data collected. Very little research

specific data was available; hence much emphasis was given to primary

data.

RESEARCH APPROACH

Survey method was adopted in order to collect the primary data

required for the study.

RESEARCH INSTRUMENT

Questionnaire was designed with open-end and close-end questions. The

Questionnaire was designed in such a manner so as to cater to all the

12

areas and aspects of the study.

SAMPLING PLAN

1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the

sampling unit.

2. SAMPLING SIZE: The sampling size was 100.

3. SAMPLING PROCEDURE: Random Sampling

DATA ANALYSIS

Simple statistical tools such as averages, ranking, means etc. are used.

Graphs and charts are also used to have a better pictorial understanding.

PLAN OF ANALYSIS

The collected data has been classified, tabulated, analysed and

interpreted in an organised manner. Inferences have been drawn carefully

and methodically with supportive guidance to avoid discrepancies in the

survey. Conclusions have been drawn and suggestions have been made to

the best of knowledge.

All the work is done under the assumption that the data collected from the

respondents was accurate.

Throughout the survey and throughout the time the report was prepared,

errors and mistakes have been made minimal despite the knowledge o

the fact that with a sample size of 100, various hindrances are bound to

occur.

Utmost care has been taken while preparing this report to see that it can

be clearly understood by the reader as well as beneficial to the company.

LIMITATIONS OF STUDY

Some of the limitations of this study are:

Due to geographic constraint the study was limited to Hyderabad

City.

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It is assumed that the respondents understood the questions in the

questionnaires as they were supposed to. The chances of

misunderstanding were remote but it cannot be ruled out.

It is assumed that the information given by the respondents is true

as per their knowledge and hence the chances of biased information

is remote but definitely cannot be ruled out.

Due to the limited number of respondents, the finding may not be

the same for the whole population.

CHAPTER SCHEME

CHAPTER 1: Introduction

CHAPTER 2: Research Design

Statement of the problem

Objectives of the study

Need for study

Scope of the study

Research methodology

Limitations of study

CHAPTER 3: Profile Of BIG BAZAAR

CHAPTER 4: Analysis and Interpretation Of The Data

CHAPTER 5: Summary of Findings

CHAPTER 6: Suggestions

14

Bibliography

Annexure

Incorporated in October 1987, Pantaloons ranks amongst the top

five retailers in India.

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

1987 as Man's Wear Private Limited under the stewardship of Mr. Kishore

Biyani. The Company was converted into a public limited company on

September 20, 1991 and on September 25, 1992 the name was changed

to Pantaloon Fashions (India) Limited and the same time it went public

and today it has approximately 14,000 shareholders. It later changed its

name to Pantaloon Retail (India) Limited on 7th July 1999.

From a humble beginning in 1987, Pantaloon as today evolved as a

leading manufacturer-retailer in the country with 12 Pantaloon stores and

6 hypermarkets operational across the country. It has been a remarkable

journey for PRIL as its evolved from a manufacturing to a completely

integrated player controlling the entire value chain.

CORPORATE MISSION

"We share the vision and belief that by improving our

performance through innovative spirit and dedication, we shall

serve our customers and stakeholders satisfactorily."

PRIL believes that unconventional and innovative thinking will be the key

ingredients to attain leadership in the emerging retail sector where the

rules of the game are still evolving. Whereas serving the customers

satisfactorily is the core focus, the company also believes in adequately

rewarding its shareholders though concerted efforts on reducing cost and

improving profitability. To implement the corporate mission, PRIL has

penned a well thought of corporate strategy and policy which will ensure

15

rapid growth in the coming years. This strategy can be best described in

the following words 'Rewrite Rules Retain Values'.

Blending Strategies

To targeting a higher share in customer shopping basket the company has

adopted blending strategies. By entering into multiple formats -

departmental stores and hypermarkets - PRIL has effectively blended the

multiple strategies and they have been successful in addressing a high

share of the customer's basket.

'Family focus' rather than 'individual focus'

PRIL strategy is to target family as its customer rather than individual.

With audience having social ethics and culture deeply rooted in them,

adopting the pull strategy has brought in more customers into the stores.

Moreover, it ensures repeat purchase and this is always in focus and is

reflected in all its communications and product offerings.

Paradigm shift in "rapid roll-out'

The company has aggressive growth plan to achieve scale of economy

and attain leadership position in this evolving industry. PRIL's ability to

evolve from mid-format into large format retail stores is well proven. With

aggressive growth plan the company has identified many locations across

the country to roll out future stores. The company plans to increase the

retail space under control to more than 1 million square feet over the next

3 years to emerge 'Godzilla' of the Indian retail industry.

VALUES

Though unconventional in redefining the ways of doing business, PRIL has

not sacrificed on its core values. It believes in retain its core values while

redefining business rules.

Indian-Ness

The core value of company is INDIAN-NESS. We believe in ourselves. The

company is developing the Indian model of retailing since the customers

16

here have unique culture and value systems and hence it targets the

family as customer rather than Individual and offers products of Indian

taste, and a combination of own category and shop-in-shop category and

hence was born “the retailer partnering with small time shop keeper”

concept.

Some of the major milestone achieved by the company in its life span of

14 years is enumerated below:

MAJOR MILESTONES

COMPANY INCORPORATED 1987-88

THE PANTALOON TROUSER - India's first formal

trouser brand launched

1987-88

BARE - Indian Jean brand launched 1989-90

JOHN MILLER- Shirt inspired by America - Formal

shirt in popular segment launched

1993-94

Distribution of branded garments through multi-

brand retail outlets across nation and exports of

garments

1993-94

THE PANTALOON SHOPPEE - Exclusive menswear

store in franchisee format launched across nation

1993-94

PANTALOONS- India's Family Store launched 1997-98

BIG BAZAAR - Isse se sasta aur acha kahi nahi! -

Indian Hypermarket launched

2001-02

FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan -

chain of large supermarkets with a difference.

2001-02

GOLD BAZAAR - Sone pe suhaga. Shudh bhi, sasta

bhi2003

BIG BAZAR

Big bazaar is the hypermarket discount store imitative of the company

17

commissioned to address the discount and bargain hunting tendencies of

the Indian shopper. Big Bazaar chain houses everything that one may

need in house, under one roof, at the lowest prices. It sells all items either

branded or unbranded. This includes clothing, apparel, home textiles &

furnishing, white goods, provisions; etc. The merchandise will either be a

part of Big Bazaar goods or will be a part of the shop-in-shop. Big Bazaar,

Pantaloon promises 'more for less', addressing a wider range of product

lines which are of interest to the mass market. The high service levels,

good ambience and implicit guarantees make shopping at Big Bazaar a

worry-free experience. Essentially this hypermarket concept is well on its

way to changing the very face of the Indian retailing industry.

Products available a Big Bazaar:

Apparel and Accessories for Men, Women and Children, Sarees, Linens,

Baby Accessories, Cosmetics, Crockery, Dress Materials Suiting & Shirting,

Electrical Accessories, Electronics, Footwear, Toys, Home Textiles, Home

Needs, Home Decor, Household Appliances, Household Plastics, Utensils &

Utilities, Hardware, Stationery, Luggage, Fruits and vegetables.

RETAILING PRINCIPLES

To define the core customer and merchandise for the store, its price

points, its assortments and presentation of sales for that target

group.

To have consistency of quality in every merchandise of the store i.e.

same taste and rice points for every merchandise.

To always have a unique and exclusive merchandise to differentiate

itself from its competitors.

To give value for money to the customers.

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To give publicity and to be on the top of the mind, awareness

through various promotional schemes and excitement in store this

generates traffic and then business.

To give convenience and service to our customers. M To be low cost

operator in term of cost.

To build up successful partnerships with franchisees.

To upgrade technologies, by way of bar-coding, computerised

reordering system and to monitor inventories, analyse the customer

data base for effective marketing.

4.1. FREQUENCY OF VISIT:

FREQUENCY

OF VISIT

NO.O

F

AGE % GENDER %

<2020-

30

30-

4040< MALE FE MALE

RES.

Weekly Once 2 0 4,4 0 0 2.9 0

Fortnightly Once 15 9.1 15.6 15.4 28.6 7.4 31.3

Monthly Once 41 18.2 42.2 57.7 42.9 41.2 40.6

Quarterly Once 10 18.2 6.7 11.5 0 11.8 6.3

On Special Events 17 27.3 17.8 7.7 14.3 19.1 12.5

First Time 15 27.3 13.3 7.7 14.3 17.6 9.4

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents

Analyses and Inference:

Frequency of shopping also depends also upon aspects like age and

gender. In simple words what is to be purchased has a great impact on

when it is to be purchased.

19

The above table analyses the frequency of visiting Big Bazaar. Accordingly

majority of them regularly visit once a month (41%), 17% of them visit

only on special occasions, 15% were either first time visitors or fortnightly

visitors.

Between the age groups it is observed that the frequency of visit

increases with the increase in age. Above 40yrs has maximum frequency

of visit i.e. 43% monthly and 27% fortnightly. As far as the younger

generation is concerned majority visit during special occasions (27.3%).

In case of gender the men visit more frequently except in case of

fortnightly where 74% of females visit against none in case of men.

It is inferred that that most of the respondents visit big bazaar at least

once a month with middle aged men being the main visitors.

CHART-1 FREQUENCY OF VISIT

2.9

0

7.4

31.3

41.240.6

11.8

6.3

19.1

12.5

17.6

9.4

0

5

10

15

20

25

30

35

40

45

No. of R

espondents (%

)

WeeklyOnce

FortnightlyOnce

MonthlyOnce

QuarterlyOnce

First Time

Frequency of Visit

Male Female

4.2. PREFERENCE OF SHOPPING DAYS:

PREFERENCE

OF

NO.OF

RES.

AGE % GENDER %

SHOPPING

DAYS <20 20-30 30-40 40< MALE FE MALE

Weekdays 8 9.1 0 23.1 0 5.9 12.5

Weekends 51 40.9 62.2 38.5 57.1 54.4 43.8

20

Anytime 41 50 37.8 38.5 42.9 39.7 43.8

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


Different individuals prefer to shop on different days.

To support the statement the above table analyses the frequency of

shopping day based on the preference of the respondents.

Accordingly majority of them prefer to shop during weekends (51%),

followed by 41% not having ay fixed day and are comfortable to shop on

any day and 8% of the respondents prefer to shop on weekdays.

Between the age groups the young adults (20yrs-30yrs) and older

generation prefer weekends over anytime. Where as teenagers and

middle aged have no shopping day preference.

Between the genders the men prefer to shop during weekends (54.4%)

and the women have no shopping day preference (43.8%).

It is inferred that weekends are preferred over weekdays and middle aged

men are the main visitors.

CHART-2 PREFERENCE OF SHOPPING DAYS

21

22

45

26

7

0

5

10

15

20

25

30

35

40

45

50

SHOPPING DAYS Weekdays Weekends Anytime

Preference

No.

of R

espo

nden

ts (

%)

SHOPPING DAYS Weekdays Weekends Anytime

22

4.3. PREFERENCE OF SHOPPING TIME:

PREFERENCE NO.OF

RES.

AGE % GENDER %

OF SHOPPING <20 20-

3030-40 40< MALE FEMALE

TIME

Morning 29 0 28.9 46.2 57.1 23.5 40.6

Afternoon 23 40.9 11.1 34.6 0 23.5 21.9

Evening 48 59.1 60 19.2 42.9 52.9 37.5

Total No. Of

Res.

100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


Different people have different shopping time preference.

The above table analyses the preference of shopping time of the

respondents.

Accordingly it can be seen that most of the respondent prefer to shop in

the evening (48%), followed by 29% who prefer to shop in the morning

and 23% in the afternoon.

Between the age groups it is observed that the respondents below 30

years i.e. teenagers and young adults prefer to shop in the evening

(around 60%), and respondents above the age of 30 prefer to shop in the

morning (46% and 57.1%).

Between the males and females the table clearly shows that men prefer to

shop in the evening (52%) and the women in the morning (40.6%).

It is inferred that most of the respondents prefer to shop in the evening

with young males being the main visitors.

23

CHART-3 PREFERENCE OF SHOPPING TIME

22%

45%

26%

7%

< 20 20-30 30-40 40 <

4.4. ACCOMPANIED BY:

ACCOMPANIED NO.OF AGE % GENDER %

BY RES, <20 20-30 30-40 40< MALE FEMALE

Spouse 25 0 15.6 69.2 0 23.5 28.1

Parents 9 18.2 6.7 0 28.6 11.8 3.1

Children 13 0 4.4 23.1 71.4 8.8 21.9

Friends 46 63.6 66.7 7.7 0 47.1 43.8

Relatives 10 18.2 11.1 3.8 0 14.7 0

Alone 4 0 4.4 7.7 0 2.9 6.3

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


The people who accompany the customer are highly influential on the

customer shopping behaviour.

The above table analyses the company preferred by the respondents.

Accordingly it can be observed that most of the respondents (46%) prefer

to shop with friends followed by 25% of the respondents who prefer to

shop with their spouse, 13% with children and 10% and 9% of the

24

respondents prefer to shop with relatives and parents respectively. There

are a small percentage of respondents who preferred to shop alone (4%).

On the bases of age, a high percentage of respondents below the age of

30 prefer to shop with friends (63.6% and 66.7%), between the age

group 30-40, the respondents prefer to shop with their spouse (69.2%),

whereas respondents above the age of 40 prefer to shop with their

children (71%).

On the basis of gender there is not much difference between men and

women in case of spouse and friends, but it can be seen that men prefer

to shop with parents and relatives over women who prefer to shop with

children.

Hence it is inferred that a high percentage of respondents prefer to shop

with friends followed by spouse in most of the cases.

CHART-4 ACCOMAPNIED BY

0

5

10

15

20

25

30

35

40

45

50

Spouse Parents Children Friends Relatives Alone

Male Female

25

4.5. SOURCE OF KNOWLEDGE:

SOURCE OF

KNOWLEDGE

NO.QF RES. AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

Print Ads 42 45.5 40 46.2 28.6 39.7 46.9

Hoardings 32 27.3 33.3 34.6 28.6 35.3 25

Word Of Mouth 29 36.4 28.9 15.4 57.1 30.9 25

Others 1 0 0 3.8 0 0 3.1

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


The above table analyses the source of knowledge of the respondents at

Big Bazaar.

It was found that 42% of the respondents got to know about Big Bazaar

through print ads, followed by 32% who were influenced by hoarding and

26% by word of month.

On the bases of age most of the respondents below the age of 40 got to

know about Big Bazaar through print ads i.e. teenagers (45.5%) & middle

age group (40% & 46.2%) and the respondents above the age of 40 got to

know about Big Bazaar by word of month (57.1%).

On the basis of genders it can be seen that more number of females

(46.9) were influenced by print ads as compared to the males (39.7%)

who were more influenced by hoardings (35.3%) as compared to females

(25%).

It can be inferred that print ads is the most successful medium of

advertisement for big bazaar and females below 40 years are most

influenced by it.

26

CHART-5 SOURCE OF KNOWLEDGE

0 10 20 30 40 50

Print Ads

Hoardings

Word Of Mouth

Others

4.6. CUSTOMER PERCEPTION TOWARDS BIG BAZAAR:

REASONS

CUSTOMER

PERCEPTION

Big Store 6

Quality 7

Value For Money 27

Variety 15

Promotional Offers 11

Good 9

Provisions 4

Long Queues 3

Others 3

No Comments 15

TOTAL 100

27


The customers' perception is very vital for any organisation, if it is positive

it is beneficial.

The above table analyses the customers' perception towards Big Bazaar.

27% of the respondents find Big Bazaar value for money, 15% are

satisfied with the variety of products, 11% are happy with the promotional

offers, 9% think it is a good store and 7% are satisfied with the quality of

the products, 3% of the respondents were unhappy with the long queues.

It is inferred that the respondents have a positive image about Big Bazaar.

Most of them are satisfied with the price variety and promotional offers, a

few were not happy with the long queues at the billing section.

CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR

0

5

10

15

20

25

30

Big

Sto

re

Qua

lity

Val

ue F

orM

oney

Var

iety

Pro

mot

iona

lO

ffers Goo

d

Pro

visi

ons

Long

Que

ues

Oth

ers

No

Com

men

ts

Big Store Quality Value For Money Variety

Promotional Offers Good Provisions Long Queues

Others No Comments

28

4.7. CUSTOMER EXPECTATION:

CUSTOMER EXPECTATION MEAN RANK

Price 4.2 4

Quality 4.67 1

Variety 4.34 2

Branded Products 3.75 6

Location 3.48 8

Store Layout 3.33 9

Exchange Facility 3.66 7

Staff Knowledge 3.99 5

Employee Behaviour 4.34 2

Total No. Of Res. 100

Res - Respondents


People’s expectation varies from different aspects of the store.

The above table indicates the factors influencing the shopping behaviour.

Accordingly quality, variety, employee behaviour and price are the most

important factors (in that order) while shopping, and store layout, location

and exchange facilities are the least important factors in that order.

29

CHART-7 CUSTOMER EXPECTATION

12%

14%

12%

10%10%9%

10%

11%

12%

Price Quality Variety

Branded Products Location Store Layout

Exchange Facility Staff Know ledge Employee Behaviour

4.7.1 CUSTOMER EXPECTATION (AGE):

CUSTOMER

EXPECTATION

AGE %

<20 20-30 30-40 40<

M R M R M R M R

Price 4.2 1 4 5 4.3 4 5 1

Quality 4.2 1 4.8 1 4.9 1 5 1

Variety 4 4 4.4 2 4.5 2 4.7 4

Branded Products 3.5 9 4.2 3 3.6 7 2.6 7

Location 3.6 8 3.5 8 3.8 6 2.1 9

Store Layout 3.8 7 3.4 9 3.1 8 2.6 7

Exchange Facility 3.9 6 3.8 7 3.1 8 3.4 5

Staff Knowledge 4 4 4 5 4.2 5 3.3 6

Employee Behaviour 4.2 1 4.2 3 4.5 2 5 1

Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R - rank


The above table analyses the customer expectation on the basis of age.

It is seen that the teenagers and old people have similar preferences i.e.

price, quality and employee behaviour are the most important followed by

variety and staff knowledge. Whereas among the middle aged quality,

30

variety and employee behaviour are more important than the price. Store

layout, exchange facilities and location take a back seat in all the age

groups.

It is inferred that quality, variety, employee behaviour, price and staff

knowledge are the most important factors.

CHART-4.7.1 CUSTOMER EXPECTATION (AGE)

0

1

2

3

4

5

6

Pric

e

Qua

lity

Var

iety

Bra

nded

Pro

duct

s

Loca

tion

Sto

re L

ayou

t

Exc

hang

eF

acili

ty

Sta

ffK

now

ledg

e

Em

ploy

eeB

ehav

iour

<20 20 -30 30-40 40<

4.7.2 CUSTOMER EXPECTATION (GENDER):

CUSTOMER

GENDER %

MALE FEMALEEXPECTATION

(GENDER)

M R M R

Price 4.22 4 4.16 5

31

Quality 4.62 1 4.78 1

Variety 4.29 2 4.44 2

Branded Products 3.72 6 3.81 6

Location 3.35 8 3.75 7

Store Layout 3.13 9 3.75 7

Exchange Facility 3.63 7 3.72 9

Staff Knowledge 3.78 5 4.44 2

Employee Behaviour 4.29 2 4.44 2

Total No. Of Res. 68 32



The-above table analyses the customer expectation on the basis of

gender.

There is not much difference in the preference of males and females in

case of quality, variety, employee behaviour and branded products. It is

seen that the staff knowledge, location and store layout are more

important for females as compared males who prefer low prices and good

exchange facilities is inferred that quality, variety, employee behaviour,

price and staff knowledge 3 the most important factors.

CHART-7.2 CUSTOMER EXPECTATION (GENDER)

32

0

1

2

3

4

5

6

Pric

e

Qua

lity

Var

iety

Bra

nded

Pro

duct

s

Loca

tion

Sto

re L

ayou

t

Exc

hang

eF

acilit

y

Sta

ffK

now

ledg

e

Em

ploy

eeB

ehav

iour

Male Female

33

4.8. PRODUCT SATISFACTION:

PRODUCT NO.OF AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

SATISFACTION RES.

Yes 93 90.9 91.1 96.2 100 92.6 93.8

No 7 9.1 8.9 3.8 0 7.4 6.3

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


A customer becomes a loyal customer only if he is satisfied with the

products.

The above table analyses the product satisfaction of the respondents at

Big Bazaar.

Majority of the consumers (93%) are satisfied with the Products available

at big bazaar and a small percentage (7%) are dissatisfied with the

products.

On the basis of age, it is seen that the satisfaction level increases with the

increase in age; it is 90% in case of below 20 years 91%in the age group

of 20-30, 96.2% in case of 30-40 and 100% in case of 40 years and above.

While analysing the genders it is seen that there is a slight difference

between the males and the females. The females are more satisfied

(93.8%) as compared to the males (92.6%).

Hence it can be inferred that the products at Big Bazaar are doing well

and a high percentage of the customers are satisfied with them, females

34

above the age of 40 years are the most satisfied customers.

0

20

40

60

80

100

120

<20 20-30 30-40 40<

Yes No

4.9. PRODUCT LOCATION

PRODUCTNO.OF RES.

AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALELOCATION

Yes 11 18.2 4.4 19.2 0 5.9 21.9

No 89 81.8 95.6 80.8 100 94.1 78.1

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


A customer would be satisfied only if he is able to locate the product he

wants to buy.

From the above table it can be analysed that 89% of the respondents do

not find it difficult to locate a product in Big Bazaar, and only 11% face

problems to find the required product.

35

On the basis of age the teenagers and the middle aged group (30-40) find

it more difficult to locate a product as compared to young adults and

respondents above the age of 40.

On the basis of gender it can be clearly seen that the females (21.9%) find

it more difficult to locate a product as compared to males (5.9%).

Hence it can be analysed that most of the customers are satisfied by the

product availability, with males between the age of 20-30 and above 40

being the most satisfied respondents.

9.0 Product Location Chart

0

10

20

30

40

50

60

70

80

90

100

Yes No

Male Female

4.10. HELPFUL SIGNAGE:

HELPFUL NO.OF RES. AGE % GENDER %

SIGNAGE <20 20-30 30-40 40

<

MALE FE MALE

Yes 97 95.5 97.8 80.8 100 94.1 78.1

No 3 4.5 2.2 19.2 0 5.9 21.9

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

36

Res - Respondents


Helpful signage is essential in a store like Big Bazaar as it helps the

customer to locate product they need.

From the above table it can be analysed that most of the respondents

(97%) are satisfied with the signage in Big Bazaar.

Between the age groups it can be seen that the satisfaction level

increases with the increase in age it is 95,5% in case of teenagers and

100% in case of respondents above the age of 40,

Between the genders it is seen that the males (98.5%) are more satisfied

with the signage at Big Bazaar as compared to the females (93.8%).

It is inferred that the signage at big bazaar are helpful to most of the

customers and the satisfaction level is highest in old age groups and

males.

10. Chart for Helpful Signage

0

20

40

60

80

100

MALE FE MALE

Yes No

4.11 CUSTOMER PERCEPTION TOWARDS PRICE:

PRICETOTAL

MEAN RANK

Provisions 2.49 1

37

Fruits And Vegetables 2.57 2

Crockery, Utensils, Plastic 2.63 3

Apparel 2.71 4

Total No. Of Res. 100

Res - Respondents, M - Mean, R - Rank


Price is the most important factor a customer looks for while shopping.

The above table analyses the customer perception towards the prices of

various products at Big Bazaar.

Accordingly the customers find the prices very reasonable (the weighted

means are between 2.49-2.71). The price of provisions are rated the least,

followed by fruits and vegetables, then crockery, utensils and plastic and

finally apparel.

It is inferred that the respondents are most satisfied with the price of

provisions and least satisfied with the price of apparel.

10. Customer Perception Towards Price

2.35

2.4

2.45

2.5

2.55

2.6

2.65

2.7

2.75

Provisions Fruits AndVegetables

Crockery,Utensils, Plastic

Apparel

Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel

38

4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE):

PRICE (AGE) AGE %

<20 20-30 30-40 40<

M R M R M R M R

Provisions 2.55 3 2.62 2 2.38 1 1.86 1

Fruits And

Vegetables

2.5 1 2.69 3 2.54 2 2.14 2

Crockery, Utensils &

Plastic

2.5 1 2.71 4 2,54 2 2.86 3

Apparel 2.95 4 2.58 1 2.69 4 2.86 3





various products at Big Bazaar on the basis of age.

It is seen that the teenagers find the prices of fruits & vegetables and

crockery, utensils & plastic most satisfactory whereas the rest find the

prices of provisions most satisfactory. Most of the respondents are

dissatisfied with the prices of apparel except respondents between 20-

30yrs.

It is inferred that the respondents are most satisfied with the price of

provisions and least satisfied with the price of apparel. Aver all the prices

are satisfactory.

39

11. Customer Perception Towards Price (Age)

0

0.5

1

1.5

2

2.5

3

3.5

<20 20-30 30-40 40<

Provisions Fruits And Vegetables Crockery, Utensils & Plastic Apparel

4.11.2. CUSTOMER PERCEPTION TOWARDS PRICE (GENDER):

PRICE (GENDER)GENDER %

MALE FEMALE

M R M R

Provisions 2.62 4 2.22 4

Fruits And Vegetables 2.71 2 2.28 3

Crockery, Utensils, Plastic 2.66 3 2.56 1

Apparel 2.88 1 2.34 2


Res - Respondents



various products at Big Bazaar on the basis of gender.

Accordingly the males are satisfied with the prices of apparel, fruits and

40

vegetables, crockery, utensils, plastic and provisions (in that order) as

compared to the females who find the prices of crockery, utensils &

plastic and apparel cheaper than fruits & vegetables and provisions.

It is inferred that both the genders have similar perception of the prices at

Big Bazaar.

11. Customer Perception Towards Price (Gender)

0

0.5

1

1.5

2

2.5

3

3.5

Provisions Fruits AndVegetables

Crockery,Utensils, Plastic

Apparel

Male Female

4.12 AWARENESS OF PROMOTIONAL OFFERS:

AWARENESS

OF

PROMOTIONAL

NO.OF

RES.

AGE % GENDER %

<20 20-30 30-40 40< MALE FEMALE

OFFERS

Print Ads 63 54.5 68.9 53.8 85.7 63.2 62.5

At The Store 23 22.7 17.8 38.5 0 22.1 25

Word Of Mouth 18 31.8 15.6 11.5 14.3 19.1 15.6

Total No. Of

Res.

100 22 45 26 7 68 32

Total % Of

Res.

100 100 100 100 100 100 100

Res - Respondents


Promotional offers are successful only when the prospective customers

are aware of them.

From the above table it can be analysed that 63% of the respondents got

41

to know about the promotional offer at Big Bazaar through print ads. 23%

of the respondents were introduced to the offers at the store and followed

by 18% by word of month.

On the basis of age most of the respondents in all age groups got to know

about the promotional offers through print ads, 38.5% of the respondents

between the age group of 30-40 were introduced to the offers at the

store.

There was not much difference on the basis of gender.

Hence it can be inferred that print ads is the most successful medium of

advertising offers and discounts for big bazaar, at the store displays also

play an important role.

12. Awareness Of Promotional Offers

0

10

20

30

40

50

60

70

80

90

<20 20-30 30-40 40<

Print Ads At The Store Word Of Mouth

4.13 ADVANTAGE OF PROMOTIONAL OFFERS:

ADVANTAGE OF NO.OF

RES.

AGE % GENDER %

PROMOTIONAL <20 20-30 30-40 40< MALE FE MALE

OFFERS

Yes 87 100 86.7 73.1 100 91.2 78.1

No 13 0 13.3 26.9 0 8.8 21.9

42

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


The promotional offers introduced are successful only if the customers

take advantage of them.

From the above table it can be analysed that most of the respondents

(87%) take advantage of the promotional offers at Big Bazaar. A small

percentage (13%) does not make use of the promotional offer.

On the basis of age it can be seen that teenagers and old people take full

advantage of the promotional offers. A few of the middle aged

respondents do not take advantage of the promotional offers (13.3% and

26.9%).

On the basis of gender it is clearly seen that the males (91.2%) take more

advantage of the promotional offers as compared to the females (78.1%).

It is inferred that the promotional offers at Big Bazaar are doing well, the

teenagers and old people take full advantage of these offers and the

males are more attracted to the offers.

4.14 CUSTOMER PERCEPTION:

CUSTOMER PERCEPTION TOTAL

MEAN RANK

Price 3.77 1

Quality 3.61 4

Variety 3.77 1

Branded Products 3.23 8

Location 3.69 3

Store Layout 3.61 4

Exchange Facility 3.37 7

Staff Knowledge 3.22 9

43

Employee Behaviour 3.4 6

Total No. Of Res, 100

Res - Respondents


People’s perceptions and expectation from different products vary, and

they are satisfied only if they get what they want.

The above table indicated the perception of the respondents at Big Bazaar

about various factors. Accordingly the respondents are highly satisfied

with the price, variety, location and quality. Whereas they are not content

with the staff knowledge, branded products, exchange facilities and

employee behaviour.

It is inferred that the respondents are satisfied with most of the factors at

Big Bazaar (since the means don't show high difference), with price,

variety and location being the most satisfactory.

14. CUSTOMER PERCEPTION Chart

2.9

3

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

Price Quality Variety

Branded Products Location Store Layout

Exchange Facility Staff Knowledge Employee Behaviour

44

4.14.1 CUSTOMER PERCEPTION (AGE):

CUSTOMER PERCEPTION AGE %

(AGE) <20 20-30 30-40 40<

M R M R M R M R

Price 4.5 1 3.4

7

6 3.38 5 4.86 1

Quality 3.45 4 3.8

7

2 3.58 2 2.57 8

Variety 3.64 3 3.7

8

3 3.85 1 3.86 5

Branded Products 3.45 4 3.4 8 2.81 8 3 7

Location 3.36 7 3.8

9

1 3.54 3 4 3

Store Layout 3.45 4 3.6

9

4 3.42 4 4.29 2

Exchange Facility 4 2 3.4 8 2.81 8 3.29 6

Staff Knowledge 2.86 9 3.4

7

6 3.15 7 3 7

Employee Behaviour 3.09 8 3.4

9

5 3.35 6 4 3




The above table analyses the customer perception on various factors at

Big Bazaar the basis of age.

It is seen that the teenagers find the price, exchange facilities and variety

more satisfactory as compared to the other factors. The middle age group

is satisfied with the location, quality, variety and store layout, and old

people are satisfied with the price, store layout, employee behaviour and

location as compared to the other factor.

It is inferred that people at different age levels have different priorities

and the price, variety and location are the most satisfactory.

45

14.1 CUSTOMER PERCEPTION (AGE) Chart:

0

1

2

3

4

5

6

Pric

e

Qua

lity

Var

iety

Bra

nded

Pro

duct

s

Loca

tion

Sto

re L

ayou

t

Exc

hang

eF

acili

ty

Sta

ff K

now

ledg

e

Em

ploy

eeB

ehav

iour

<20 20-30 30-40 40<

4.14.2 CUSTOMER PERCEPTION (GENDER):

CUSTOMER PERCEPTION

(GENDER)

GENDER %

MALE FEMALE

M R M R

Price 3.65 4 4.03 1

Quality 3.68 3 3.47 7

Variety 3.69 1 3.94 2

Branded Products 3.29 7 3.09 9

46

Location 3.69 1 3.69 3

Store Layout 3.65 4 3.53 5

Exchange Facility 3.26 8 3.59 4

Staff Knowledge 3.22 9 3.22 8

Employee Behaviour 3.34 6 3.53 5




The above table shows the analyses of customer perception on various

factors at Big Bazaar on the basis of gender.

It is seen that the males are most satisfied with the variety, location,

quality and price (in that order) as compared to the females who are

highly satisfied with the price, variety, location and exchange facilities.

It is inferred that price, variety and location are the most satisfactory

factors in both the genders.

14.2 Customer Perception Gender Chart:

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Price Variety Location ExchangeFacility

EmployeeBehaviour

Male Female

47

4.15 AGE:

AGE NO. OF RESPONDENTS % OF RESPONDENTS

BELOW 20 22 22

20-30 45 45

30-40 26 26

40 AND ABOVE 7 7

TOTAL 100 100


The above table analyses the age of the respondents at big bazaar. 45%

of the respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-

40yrs bracket, 22% are teenagers, and 7% of the respondents are 40yrs

and above. It is inferred that the respondents are not evenly distributed

on the basis of age and a high percentage of the respondents are in the

20yr-30yrs age group.

15. Chart for AGE

0

5

10

15

20

25

30

35

40

45

BELOW 20 20-30 30-40 40 AND ABOVE

BELOW 20 20-30 30-40 40 AND ABOVE

48

4.16. GENDER:

NO. OF RESPONDENTS % OF

RESPONDENTS

GENDER

MALE 68 68

FEMALE 32 32

TOTAL 100 100


The above table analyses the gender wise classification of the

respondents at Big Bazaar.

It is seen that 68% of the respondents are males and 32% are females.

It is inferred that the survey group was not distributed evenly on the

bases of gender and there were more males as compared to females.

MARITAL STATUS:

MARITAL STATUS NO. OF RESPONDENTS %OF RESPONDENTS

MARRIED 42 42

SINGLE 58 58

TOTAL 100 100


The above table analyses the marital status of the respondents at Big

Bazaar.

49

It is seen that 42% of the respondents are marries and 58% are single.

It is inferred that the survey group was evenly distributed on the bases of

marital status.

17. Marital Status

42%

58%

MARRIED SINGLE

4.17. MONTHLY FAMILY INCOME:

MONTHLY FAMILY NO. OF % OF

INCOME RESPONDENTS RESPONDENTS

< 10000 9 9

10001-20000 18 18

20001-30000 28 28

30001 < 45 45

TOTAL 100 100


The above table analyses the monthly family income of the respondents

at big bazaar.

45% of the respondents have a monthly family income of Rs. 30000 and

above, 28% fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000,

and 9% of the respondents below Rs. 10000.

It is inferred that the respondents are not evenly distributed on the basis

of monthly family income and a high percentage of the respondents have

50

a family income of 30000 and above.

18. Monthly Family Income Chart

20%

31%

49%

10001-20000 20001-30000 30001 <

1. Comparison between Customer Expectation Customer

Satisfaction:

5.1. Customer Expectation and Customer Satisfaction:

FACTORS Customer

Expectation

Customer Status

Price 4 1 Highly Satisfied

Quality 1 4 Dissatisfied

Variety 2 1 Satisfied

Branded

Products

6 8 Dissatisfied

Location 8 3 Highly Satisfied

Store Layout 9 4 Highly Satisfied

Exchange

Facility

7 7 Equilibrium

Staff Knowledge 5 9 Highly Dissatisfied

Employee

Behaviour

2 6 Highly Dissatisfied

Findings:

It was found that the respondents are highly satisfied with respect to

price, location and store layout; They are satisfied with the variety of

products and the exchange facilities; they are dissatisfied with the quality

51

and availability of branded products; and highly dissatisfied with staff

knowledge and employee behaviour. Today the consumer looks beyond

price as it can be seen that price is rated 4, other factors such as quality,

employee knowledge and behaviour, variety have become more

important. Big Bazaar is successful in satisfying its customers with low

prices, good location and variety of products but the quality & employee

knowledge and behaviour are not very satisfactory.

0

1

2

3

4

5

6

7

8

9

10

Pric

e

Qua

lity

Var

iety

Bra

nded

Pro

duct

s

Loca

tion

Sto

re L

ayou

t

Exc

hang

eF

acili

ty

Sta

ff K

now

ledg

e

Em

ploy

eeB

ehav

iour

Customer Expectation Customer Satisfaction

1. Most of the respondents visit big bazaar at least once a month, with

Middle- aged men being the main visitors.

2. Weekends are preferred over weekdays, with middle aged men

being most comfortable wit this time.

3. Most of the respondents prefer to shop in the evening, with young

males preferring this time over the others.

4. A high percentage of respondents prefer to shop with friends

followed by spouse in most of the cases. It was also seen that age

plays an important role in deciding the company for shopping.

5. Print ads are the most successful medium through which people

52

were aware of Big Bazaar, and females below 40 years are most

influenced by it.

6. Respondents have a positive image about Big Bazaar. Most of them

are satisfied with the price, variety and promotional offers, a few

were not happy with the long queues at the billing section.

7. The products at Big Bazaar are doing well and a high percentage of

the customers are satisfied with them, females above the age of 40

years are the most satisfied customers.

8. Most of the customers are satisfied by the product availability, with

males between the age of 20-30 and above 40 being the most

satisfied respondents.

9. The signage at big bazaar is helpful to most of the customers and

the satisfaction level is highest in old age groups and males.

10. The respondents are most satisfied with the price of

provisions and least satisfied with the price of apparel. Over

all the prices are satisfactory.

11. Print ads is the most successful medium of advertising offers

and discounts for big bazaar, at the store displays also play an

important role.

12. The promotional offers at Big Bazaar are doing well, the

teenagers and old people take full advantage of these offers and the

males are more attracted to the offers.

13. High percentages of the respondents are in the 20yrs-30yrs

age group.

14. On The bases of gender there were more males as compared

to females.

15. The survey group was evenly distributed on the bases of

marital status.

16. Majority of the respondents have a monthly family income of

above 30000, which means that upper middle class is also targeted.

Suggestions:

The marketing mix of Big Bazaar could be more concentrated on the

53

apparel section, as it is comparatively less satisfactory with. The provision

section is already doing well and gaining customers through word of

mouth publicity; hence during promotions the apparel section could be

more highlighted. Branded and designer labels could also be introduced.

In general Big Bazaar is positioned as a low priced and good quality store.

But it is only the low price which has clicked with the customers i.e. the

consumer regards Big Bazaar as a store for reasonable price and not good

quality; hence efforts must be made to improve the perception of the

consumers regarding the quality of the products.

During the peak hours (weekends & evenings) the customers face

problems due to less billing counters and less number of employees to

attend to them, hence increase in the number of billing counters and sales

person during peak hours is recommended.

In general the store layout is satisfactory, but in certain places it is

congested and the products are not placed properly due to this a few

products go unnoticed, hence a more spacious an well planned store

layout is recommended.

Most of the customers are introduced to the discounts only after they visit

the store, hence during advertisements the discounts should be

highlighted and efforts must be made to make them known to the

prospective buyers.

The employees have an upper hand in what the customers buy and what

they perceive about the store. It was seen that a high percentage of the

respondents are not satisfied with the employee knowledge and their

behaviour. Employees should be trained well and they should have

complete knowledge about the products and the promotional offers

running in the store. This could be done by introducing communication

workshops; awards such as employee of the year could also be

introduced. The employees should be more patient, helpful and customer

54

friendly.

55

CONCLUSION

The purchasing power of the consumer has also increased; giving rise to

his wants and needs. It is over here that big retail chains such as Big

Bazaar come into picture satisfying various consumer needs under one

roof.

From the survey conducted on the customers' perception towards the

marketing mix of Big Bazaar the following can be concluded regarding the

P's:

The customers are highly satisfied with the variety and of products, but at

the same time they are not very happy with the quality and availability of

branded products.

Big Bazaar has definitely succeeded in keeping up its image of a value for

money store, as its price has been rated positively.

The promotions are not hitting the target. Although Big Bazaar has been

promoting their offers, most of the customers are introduced to these only

at the store.

Customers are delighted with the location of Big Bazaar as it is located in

the most intensely populated area of Hyderabad.

Big Bazaar has been successful in keeping up its promise of providing

value for money goods, but today customers look beyond price, such as

quality, employee behaviour, store atmosphere etc. Big Bazaar has scope

for improvement in these yields.

56

BIBLIOGRAPHY

Marketing Management

- Philip Kotler

Consumer Behaviour

- Leon G. C. Schiffman

- Leslie Lazar Kanuk

WEBSITES

www.pantaloon.com

www.google.com

www.altavista.com

NEWSPAPER

Times of India

Business Times- The Strategist

MAGAZINES

Business Today

57

QUESTIONNAIRE

Dear Customer,

We would be obliged if you could fill the following details to

the best of your knowledge.

1. How often do you visit BIG BAZAAR:

( ) weekly once, ( ) fortnightly once, ( ) monthly once,

( ) quarterly once, ( ) during special events, ( ) first time.

2. When do you shop at BIG BAZAAR:

( ) weekdays, ( ) weekends,( ) anytime,

3. You prefer to shop in the: ( ) morning, ( ) afternoon, ( ) evening.

4. Usually you shop with: ( ) spouse, ( ) parents, ( ) children, ( )

friends, ( ) relatives, ( ) alone.

5 How did you come to know about BIG BAZAAR: ( ) print ads, ( )

hoarding,( ) word of mouth, others_________________________

6. What comes to your mind when you think of BIG BAZAAR:

7. How important are the following factors while shopping: 1-not at all

important, 5-very important.

RATING 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE LAYOUT

58

EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

8. Are you satisfied with the products available a BIG BAZAAR:

( ) yes, ( ) no, if no reasons:____________________

9. Do you find it difficult to locate a product that you need:

( ) yes, ( ) no, if yes reasons_________________

10. Is the signage in the store helpful: ( ) yes, ( ) no, if no reasons:

11. What do you think about the prices at BIG BAZAAR:RATINGS VERY

LOW

LOW SAME AS

OTHERS

HIGH VERY

HIGH

PROVISIONS

FRUITS AND VEGTABLES

CROCKERY, UTENSILS &

PLASTICAPPAREL

12. How did you come t know about the promotional offers at BIG

BAZAAR:

( ) print ads, at the store, word of mouth, others:_________________

13. Do you take advantage of the promotional offers at BIG BAZAAR:

( ) yes, ( ) no, if no reasons:_______________________

14. How satisfied are you regarding the following factors at

BIG BAZAAR: 1-highly dissatisfied, 5- highly satisfied.

RATINGS 1 2 3 4 5

PRICE

59

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE

LAYOUTEXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

Problems/suggestions:_

15. Name: _____________________________

16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above.

17. Gender: ( ) male, ( ) female

18. Marital status: ( ) married, ( ) single

19. Monthly family income (Rs):( ) below 10000, ( ) 10001-20000, ( )

20001-30000, ( ) 30001 and above.

60

Date post:	21-Nov-2014
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Big Bazaar

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