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A
PROJECT REPORT ON
“BUYING BEHAVIOUR PATTERN OF CONSUMERS
IN GENERAL MERCHANDISE”
AT
P.C.M.C PUNE -18
Submitted for partial fulfillment of award of Post graduate programme of
Indira School of career development Pune
Under the guidance of
Prof. M.V.Kulkarni
Submitted By
Rahul kumar
G-34
Indira School of Career Development
2009-2011
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Summer Training Project Report
On
“BUYING BEHAVIOUR PATTERN OF CONSUMERS
IN GENERAL MERCHANDISE”
AT
BIG BAZAAR P.C.M.C PUNE-18
In the partial fulfillment of the requirement of the
career
Development programme for the session of 2009-2011
of Indira School of career development programme
Under the under the
guidance of
Supervision of prof.M.V.
Kulkarni
Ashutosh sathe
Store manager
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Submitted by
Rahul kumar G-34
DECLARATION
I hereby declare that the information presented here is true to
the best of my knowledge. Also, the report has not been
published anywhere else.
Rahul kumar
3 | P a g e
Acknowledgement
The project of this magnitude would not have been completed
singly. Firstly I want to give my hearty thanks to all mighty
who made the world and me also.
There are many other people without whom the completion of
the project would not have been possible.
It gives me immense pleasure to thank and I would like to
express my gratitude to Mr. AHUSTOSH SATHE SIR, Store
Manager, and Mr. NITIN SIR DM of general merchandise Big
Bazaar (P.C.M.C PUNE) whose direction, assistance, and
guidance have been invaluable for the project. I wish to thank
Big bazaar staff for their constant support.
I express special thanks to Prof. M.V.Kulkarni my project
guide, who provided his recommendations and suggestions to
complete my project successfully.
I particularly like to extend my thanks to my seniors and my
friends who supported me during the project.
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Rahul kumar
PREFACE
PGP is the one of the most reputed professional
coures in the field of Management.It include theory
as well as its practical application.Summer Training is
an integral part of Post graduate programme, for
sucessful completion of this programme require two
months summer training .
So after completion of second semester each student
at Indira school of career development need to
under go two months training in an organisation.
This training serves the purposes of
acquainting the student with environment of an
organisation in which student have to work hard in
future .Only theoretical knowledge is not enough but
its practical application is also required to be learned.
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I was fortunate enough to have an opportunity of doing
summer training at BIGBAZAAR, P.C.M.C PUNE .
Every trainee was required to prepare a report of his
working in the organisation. I was assigned a project
on
“Buying behaviour pattern of consumers in
general merchandise”. In this report,all the
important findings of the project are included ,over
and above an overall profile of the
company(PANTALOON) is also given.
EXECUTIVE SUMMARY
As customers taste and preferences are changing, the
market scenario is also changing from time to time.
Today’s market scenario is very different from that of
the market scenario before 1990. There have been
many factors responsible for the changing market
scenario. It is the customers changing tastes and
preference, which has bought in a change in the
market. Income level of the people has changed; life
styles and social class of people have completely
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changed now than that of olden days. Technology is
one of the major factors, which is responsible for this
paradigm shift in the market. Today we can see a new
era in market with the opening up of many
departmental stores, hypermarket, shopper’s stop,
malls, branded retail outlets and specialty stores.
The study is based on a survey done on customers of a
hypermarket named big bazaar. Big bazaar is a type of
market where various kinds of products are available
under one roof. My study is on determining buying
behaviour pattern of customer in general merchandise
(luggage, untensil, plastic, footwear) . The study will
find out the current status of big bazaar and determine
customer response toward big bazaar.
ABOUT THE PROJECT
Primary objective :-
“To study the buying behaviour pattern of consumers
in general merchandise” in Big bazaar.
Secondary objective:-
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a)Swot analysis of general merchandise(Big bazaar)
b) To find out the current status of Big Bazaar.
c) To find out the customer response towards GM
(Big Bazaar).
d) To identify main competitors of (GM) Big Bazaar.
e)To study the satisfaction level of customer in GM.
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LIST OF CONTENTS
Sr.No. Name of Contents Pag
e
NO.
1. a) INRODUCTION OF TOPIC
b) RETAIL INDUTRY IN INDIA
c)COMPANY INTRODUCTION
9
2. RESEARCH OBJECTIVE 37
3. RESEARCH METHODOLOGY 38
4. DATA COLLECTION 39
5. ANALYSES AND INTERPRETATION 41
6. SWOT ANALYSIS 64
7. FINDING AND SUGGESTIONS 65
8. RECOMMENDATION 66
9. CONCLUSIONS 67
10. LIMITATION 69
11. ANNEXURE 70
12. BIBLIOGRAPHY 77
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GENERAL INTRODUCTION
Like England, India too, has been described as a notion of
shopkeepers having an estimated 15 million small retail
outlets, mostly single-store, family-owned fronts all over the
country. This works out to 14 shops per 1000 people, which is
one of the highest densities of shops per 1000 population all
over the world. The unorganized sector comprising small &
medium retailers who employ over 40 million people is indeed
the current face of retail that is in the threshold of
transformation to a more organized form. Only 2-3 % of
retailers are large -scale who have the ambition to organized
retailing to the whole of India. Only 4% of the 15 million retail
outlets have floor space in excess of 500 sq.ft. The vast
available untapped potential, naturally has attracted majors
like Reliance, Tatas, Birla’s, Godrejs, Mahindra’s & ITC to
foray into this sector.
More Importantly, the revolution in retail forges farm to fork
linkages with thousands of farmers to procure additional
outlets for retailing their produce. This necessarily entails
huge investments in supply chain logistics, cold chain,
warehousing, & so on all over India's rural market.
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RETAIL INDUSTRY IN INDIA
Retail is the world's largest industry with global sales of
roughly US$ 8 trillion. Retailing is also one of the biggest
contributers to the Gross Domestic Period(GDP) of most
countries & also one of the biggest employers(Source CII
McKinsey Report titled “Retailing in India, the Emerging
Revolution”). In India however, the retail sector has been a
high level of fragmentation with a large Share held by
unorganized players.
INDIAN RETAIL INDUSTRY:
India is the 4th largest economy in the world in
purchasing power parity (PPP) terms after USA,China and
Japan. In 2008-09, India became the 2nd fastest growing
economy in the world with a growth rate of 9.2%. The
economy is expected to grow at an average 7.8% per annum
for the next 5 years.
Wholesale & Retail trade sector currently contributes to about
13% of GDP & employs about 40 million people. India has a
large number of retail enterprises with close to 12 million
retail outlets. India has one of the highest retail densities in
the world, but only 4% being larger than 500 sq ft in size. In
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terms of the structure, the industry is fragmented &
predominantly consists of independent, owner managed
shops. The retail businesses include a variety of traditional
retail formats, such as “Kirana” stores which stock basic
household necessities (including food products).
RETAILING IN INDIA, THE EMERGING
REVOLUTION!
Retail sector accounts for 13.72 % of India's GDP.
Provides employment to 15% of the population.
World's largest retail networks with 12 million outlets.
Total market size of retailing in India now is US$ 300
billion.
Current share of Organized Retail is 3% or US$ 9-10
billion.
The size of Indian retail sector is estimated to grow by a
compound annual growth rate of 5.5 per cent, to become
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$410 billion market by 2010.
COMPANY PROFILE
We never created a group identity in the past...... We cannot
be known as Pantaloon. It was originally a trouser brand.
----Kishore
Biyani
CEO, Future Group.
PRIL, which begin as a trouser manufacturer in the mid
1980's, had grown over the years to become one of India's
largest retail chains. In march 2006, the pantaloons group
renamed as the “Future Group”.
The “Future Group”
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In march 2006, the Pantaloon Knowledge Group, as a part of
its restructuring & its expansion plans changedits identity to
the “ Future Group”. The new group was set up to drive
growth through the use of consumer insights and scenario
planning to design future retail delivery formats. Kishore
Biyani, chairman PRIL said, “India is changing rapidly and we
believe that rather than look at the past to extrapolate or the
west to emulate, we have to prepare ourself by planning
scenarios based on innovative and original research”.
Descriptions of verticals in Future Group
FUTURE
GROUP
VERTICALS
DESCRIPTIONS
Future RetailPRIL's Retail business like food and fashion
were included under this vertical.
Future SpaceManagement of all the shopping malls and
real estate.
Future Brands Management of all owned or licensed brands
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of the Group companies.
Future MediaFocus on development and management of
retail media spaces.
Future Capital
The financial arm of the Future Group ,
which would focus on retail financial
products and services.
Future logistics
This vertical would focus on deriving
efficiencies across businesses through better
supply chain management and distribution.
With the launch of Future Group, PRIL had plans to
develop a business model, which resembled wall-Mart's Sam's
club. This strategy was adopted to strengthen its back-end
supply chain sourcing capabilities in addition to reducing
costs and scalling up business volumes.
Analysts opined that PRIL, under its new identity as the
Future Group aimed to garner market share in the retail
industry in India. A report released by AT Kearney in 2006
titled emerging market priorities for global retailers, ranked
india first in its 2006 Global Retail Development Index, an
indication that global retailers considered it one of the most
attractive markets. The reports also estimated that the retail
industry in india was worth US$300 billion.
Outlook
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Big Bazaar has been accepted as a pan-India model,
from the agrarian singly to the-cosmopolitan Mumbai. Big
Bazaar has democratized shopping in India and is entering its
most aggressive role out phase. Besides, Big Bazaar will enter
rural India; it is both a vertical and horizontal aggression. The
outlook is very exciting and buoyant.
Fashion Focus
With Private labels expected to be at the forefront,
the category is likely to see lot of action in jeans and knits in
men's and ladies wear, as well as in the hugely popular fusion
or mix and match ladies wear. With the introduction of Gine &
Jony products in the stores, the kids and infants section will
also be reinforced considerably. Another category that the
company has identified is the sportswear category, which will
be addressed through the setting up of a fashion led sports
apparel mix of the best in national and international brands,
all under one roof.
Market size
Largely an untapped and unorganized market as of
now, the total retail size of the Indian books and music sector
is estimated to be about Rs.800 crore. Of this the share of
organized retailing accounting for about 10 percent and is
growing at a faster rate than traditional retail. As a size of
total retail pie, this segment accounts for just 1 percent but
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attracts close to 8 percent of a consumer's wallet. A recent
report indicates that between 2002 & 2010, the category is
estimated to grow at a rate of nearly 26 percent every year for
the next five years.
Strategic Direction
With a wide range of private labels, at different price
points, Fashion Station will continue to provide the customers
an alternative option to latest fashion that was hitherto not
addressed in modern retail environment. With more stores
lined up in the coming year, across cities and towns, this
concept would cater to a larger mass of customers and also
improve the company's bottom- line.
Across India, food habits vary according to
community, customs and geography. Food Bazaar, through its
multiple outlets addresses this. At the same time,it offers best
quality products at wholesale prices to a wide cross section of
the Indian population. Food bazar effectively blends the
look,touch and feel of the Indian bazar with the
choice,convenience and hygiene that modern retail provides.
Most stores are located within Big Bazaar,Central and
Pantaloon and act as strong footfall generators. These are
separated stand alone Food Bazaar as well. The business
contributed just under 50% of value retailing and 30% to the
company;s turnover during 2009-10.Food Bazar offers a
variety of daily consumption items,which includes
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staples,soaps and detergents,oils,cereals and biscuits. On the
product category side , the primary segregation is done on the
basis of staples,fresh products,branded foods,home and
personal care products.
Changing Food Preferences
Food Bazaar talks to the housewives of India and
constantly learns from them and it is at the forefront of
changing preferences. Some of the trends that were noticed
during year were increased consumption of processed food
category and ready to eat concepts. Besides an increasing
number of working women are experimenting lot with their
cooking habits and this is opening up of new food categories.
Restaurant Business
While consumers in the West spend nearly 46% of
their food expenditure on away from home meals, Indian
consumers spend only about 3% of their food expenditure in
hotels and restaurants. However a significant trend noticed in
this group is that almost 8% of their wallet share is spent on
eating on at either a restaurant or a fast food joint,as
compared to other forms of entertainment.
Joint Venture with Blue Foods and food rite18 | P a g e
With the intention of expanding the organized food
and restaurant business in the country, the company entered
into a equal joint venture with blue foods Pvt. Ltd and food
rite. Through its PAN India food solution private limited
subsidiary. The alliance aims at offering the best in Indian and
multi cuisine preparations to Indian public,capitalizing on the
modern retail experience and customer insights that
Pantaloon provides coupled with Blue Foods reputation as a
pioneer in this business.
FINANCIAL PERFORMANCES
The growth in the retail sector was reflected in the
financial results of PRIL for 2005-06. For the year ended june
30, 2006, PRIL reported a total income of Rs.38.72 billion in
2008-09 pantaloon Retail (India) Limited declared its
unaudited financial result for the quarter ended December 31,
2009 wherein the Net profit ( Rs 50.67 crore) increased by
51.1 percent for the quarter ; income from operation (Rs
1912.84 crore ) increased by 25.4 per cent ; and PBDIT ( Rs
205.46 crore ) increased by 29.4 per cent.
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GROWTH AND DEVELOPMENT OF
ORGANIZATION
Mr. Kishore Biyani
Managing Director (FUTURE GROUP)
Company Name: Pantaloon Retail (India) Limited
Background: Founded in 1987 as a garment manufacturing
company, the company forayed into modern retail in august
1997 with the launch of its first department store, pantaloons
in Kolkata.
Organization Design
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The company follow an inverse pyramid structure; as a
result decisions are taken closest to the point of customer
action. Sales executive are encouraged to think customer first.
They are empowered to run their respective departments like
'small business owners'.
Pantaloon India's major retailers with presence in the
following two segments
1. Lifestyle Retailing - Pantaloons, Central, all, Blue sky.
2. Value Retailing - Big-Bazaar, Food Bazaar, Depot, Health
village, Fashion station.
Lifestyle retailing: The stores under this category
primarily retail non-food items such as - (apparel, footwear,
accessories, cosmetic & household products.)
Value retailing: The stores under this category retail
mainly food & household items.
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MAJOR INDIAN RETAILERS
The low-intensity entry of the diversified Mahindra Group into
retail is unique because it plans to focus on lifestyle products.
The Mahindra group is the fourth large Indian business group to
enter the business of retail after Reliance Industries Ltd, the
Aditya Birla Group, and Bharti Enterprises Ltd. The other three
groups are focusing either on perishables and groceries, or a
range of products, or both.
RPG Retail-Formats:
Music World- Music World's product portfolio comprises of
audio CDs, DVDs and VCDs, CD-ROMs, gaming consoles &
software of all the leading brands, and other music accessories.
The company is an important player in the home video market.
Books & Beyond- books, encyclopaedia, novel etc.
Spencer’s Hyper- monthly groceries, weekly fresh and top ups,
fashion accessories, home care, toys, stationery, electricals,
electronics and garments
Spencer’s Super: - monthly groceries and weekly top up of
fresh requirements, deli, fresh meat, chicken and fish products,
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a bakery and a café.
Daily & Fresh:- groceries, fresh food, chilled and frozen
products, bakery items and weekly top up .
Pantaloon Retail-Formats:
Food & grocery (Big bazaar, Food bazaar), Home solutions
(Hometown, furniture bazaar, collection-i), consumer electronics
(e-zone), shoes (shoe factory), Books: music & gifts (Depot),
Health & Beauty care services (Star, Sitara and Health village in
the pipeline), e-tailing (Futurbazaar.com), entertainment
(Bowling co.).
The Tata Group-Formats: Tata Group - operates Westside, a
lifestyle retail chain and Star India Bazaar - a hypermarket with
a large assortment of products at the lowest prices.
Landmark- India's largest book and music retailer.
Titan – watches, glasses (specks).
Tanishq- jewellery
Westside:- Menswear, Women’s wear, Kid’s wear, Footwear,
Cosmetics, Perfumes and Handbags, Household Accessories,
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lingerie, and Gifts
K Raheja Corp Group-Formats:
Shoppers’ Stop: - Menswear, Women’s wear, Kid’s wear,
Footwear, Cosmetics, Perfumes and Handbags, Household
Accessories, lingerie, and Gifts
Crossword: - Books, Magazines, Music, Movies, Toys, Stationery,
CD ROMs Lifestyle International-Lifestyle, Home Centre, Max,
Fun City and International Franchise brand stores.
Pyramid Retail-Formats: Pyramid Megastore, TruMart
Nilgiri’s-Formats: Nilgiri's’ supermarket chain
Subhiksha-Formats: Subhiksha supermarket pharmacy and
telecom discount chain.
Trinethra- Formats: Fabmall supermarket chain and Fabc
Vishal Retail Group-Formats:
Vishal Mega Mart:- monthly groceries, weekly fresh and top
ups, fashion accessories, home care, toys, stationery, electricals,
electronics and garments
Reliance Retail-Formats: Reliance Fresh:- monthly groceries,
24 | P a g e
weekly fresh and top ups.
Reliance ADAG Retail-Format: Reliance World, reliance
trendz:- Menswear, Women’s wear, Kid’s wear, Footwear,
Cosmetics, Perfumes and Handbags, Household Accessories
Shoprite Holdings-Formats: Shoprite Hyper
D mart : monthly groceries, weekly fresh and top ups, home
care, stationery, electricals, electronics .
Aditya birla:-
More:- monthly groceries, weekly fresh and top ups, home care,
stationery, electricals, electronics .
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DESCRIPTION OF LIVE EXPERIENCE
These are some of my live experiences and learning
from the store:
As a trainee I gained enough experience particularly in
relation to the initial efforts such as floor designing, stores
arrangement, selling counters, billing & delivery counters.
I got a first hand experience of the desirable effect team
work. An exposure to work with the immediate superiors
and experienced colleagues. And to learn the practical
aspects of retailing, face to face dealing with the
customers.
I learnt that relationship marketing, the essence of the
successful retailing is lesson to be learned step by step
and continuously everyday. Retailing provides these
wonderful opportunities of imbibing this vital quality of
dealing with customers reaching up to their expectations,
as each customer leaves a clue that would please
customers.
I Learnt many things from store such as:-
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How offers and promotions are executed on floor to
increase the sales.
How meetings are conducted successfully.
How to check daily sales and plan for targets smooth
handling of operation.
How to handle pressure in difficult situations, keep
benchmarks and try to achieve that.
Understanding the organization and the store objectives,
pool all resources together to achieve those objectives.
Preparing questionnaires and interacting with customers
with a great experience.
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P.C.M.C BIG BAZAAR
The word hypermarket is derived from the French word
hypermarche, which is a combination of a supermarket
and department store
The stores occupy an area which ranges from anywhere
between 80,000 to 2,20,000 sq. ft. and offer a variety of
food products like clothes, jewellery, hardware, sports
equipment, books, CD’s, DVD’s, TV’s, electrical
equipment and computers etc.
This store is located in Pimpri Pune.
Big Bazaar trying to provide customer with 3V’s
o Value
o Variety
o Volume
Big Bazaar divides into three categories; such as
28 | P a g e
Electrronics and furniture
o Food Bazaar
o Apparels
o General Merchandise :- At Big Bazaar, you will
definitely get the best products at the best prices -
that’s what we guarantee. With the ever increasing
array of private labels, it has opened the doors into the
world of fashion and general merchandise including
home furnishings, utensils, crockery, cutlery, sports
goods and much more at prices that will surprise you.
General merchandise is one of the most fascinating
departments of big bazaar.
It is divided into two parts
GENERAL MERCHANDISE
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o GENERAL HOME : - GM home basically cater the
need of daily home utility. This department include :
Plastic
Utensils
GM home has wide variety of home utility product. It
has various brand of product available under one roof.
EDLP is also one of the important aspect of GM home.
30 | P a g e
Car accesories
UTENSILS DEPARTMENT AT BIG BAZAAR
utensils department has wide variety of merchandise
from gas burner to steel utensils. Offers like 20% and
30% off often attract customer to purchase product.it
has inhouse brand like Dreamline which is mostly
purchased by customers.
The offer in Utensil Department, 1. Buy Nirlep Black Pearl 4 burner gas stove for Rs. 4995/- and get
goods worth Rs. 4170/- absolutely free. (1 Pressure cooker; 1 Non stick Tava; 1 Non stick Fry Pan with lid; 1 Non stick Fry Pan without lid; 1 Non Stick Kadhai and a 24pc Stainless Steel Dinner Set)
31 | P a g e
2. Buy 1 Non Stick Tava and get a 3 liter. Inner lid pressure cooker worth Rs. 595/- absolutely free.
3. Buy 1 Non Stick Fry Pan Rs. 589 and get Tava, kadhai, Gas Toaster and Tadka Pan worth Rs.1224 free
Big Bazaar has a punch line isse sastaa aur achha kahin nahinIt gives the high discount on the price like; Gas stove (20%, 25%, 35%) Non stick cookware (10%, 20%, 35%), buy one get one free plastics storage containers, buy one get one free plastics prince bucket etc.
4. Pressure cooker: - Jaipan, tuffware, prestige etc.
PLASTIC DEPARTMENT AT BIG BAZAAR
This department has wide variety of plastic container.
in plastic department we have the many brand such as;
cello, milton, bluepast, dreamline, dew, creative, pearlpet,
pioneer, gala, homio, polyset, neelkamal etc. Recently big
bazaar has launched Dreamline cresols (hot pot) which
32 | P a g e
has become much popular because of its look design
and quality.
The offer in Plastic Department1. IMPORTED RANGE OF PLASTIC HOUSEHOLD CONTAINERS,
MICROWAVE COOKWARE & TABLEWARE Flat 40 % Off
2. IMPORTED RANGE OF PLASTIC WATER /FRIDGE BOTTLE Buy 1 Get 1
3. ENTIRE RANGE OF PLASTIC BUCKETSBuy 1 Get 1
33 | P a g e
GM FASHION
This department contain all those merchandise which are used
for fashion or used other than home utility. Brand, design,
style has mostly influence customer to purchase product. So
department has to accommodate with merchandise of branded
as well as private level brands to cater the need every class of
34 | P a g e
people. Department has wide variety and range of products.
Discount offer like 20%, 30% and 50% plays important role in
attracting customer.
Department include:
LUGGAGE DEPARTMENT @ BIGBAZAAR
35 | P a g e
GM FASHION
Car accessories
FootwearLuggage
StationaryToys
department
BRANDS AVAILABLE IN LUGGAGE
DEPARTMENT:-
MILESTONE
VIP
SAFARI
AMERICAN TOURISTER
TRACKER, etc.
36 | P a g e
FOOTWEAR DEPARTMENT AT BIG BAZAAR
MENS
Formal Shoes Brands: - A) Branded
B) Private level brand
Branded: - DJ&C, Provogue, Franch Leone
Private level brands: - Knighthood, Neptune,
Spalding, Spunk, Picks etc.
Men fancy slippers:- Sach ,Spalding
Casual shoes :- A) Branded
B) Private level brand
37 | P a g e
Branded: - DJ&C, ID, Numerono, Puma, and
Leecouper etc.
Private level brand: - Spalding, All star etc
Sports:-A) Branded
B) Private level brand
Branded:-Reebok, Puma, Nike Addidas etc.
Private level brand: - Fairport, Fitness Jogger, Spunk
etc
Ladies
Private level brand: - Shyla, leaf, spring,
Haute&Spicy, Xe- look, Hype etc
Kids sandal’s:-Disney, Fuel etc.
Ladies fancy slippers: - Sach
Kids shoes: - Liberty, Fitness Jogger etc.
38 | P a g e
Stationary
DePOT is a chain of retail stores from Pantaloon Retail (India)
Limited (a part of Future Group), which sells books, gifts,
stationary items. Books available at DePOT span a diverse
range of subjects including fiction, general reference,
management, kids, cookery, etc. It also has an attractive range
of gifts (candles, mugs, photo-frames, theme parks) toys and
stationery (office, children’s and fancy stationery). Depot
stores display the products in an informal setting, focusing of
affordable pricing. It aims at providing a localized, youthful,
lively and interactive retail experience to its customers.
Toys department:-
Toys department of general merchandise has wide variety of
kid’s game and toys. Toys department has wide range and
variety of Soft toys , electronic toys, board games etc.it also
international brand like Barbie doll, batman series etc.
Major brand include Fun school, Mitashi,
Flamingo,United, creative, Venus
39 | P a g e
RESEARCH OBJECTIVE
Primary objective:-
“To study the buying behaviour pattern of consumers
in general merchandise” in big bazaar.
Secondary objective:-
a)Swot analysis of general merchandise(Big bazaar)
b) To find out the current status of Big Bazaar.
c) To find out the customer response towards GM
(Big Bazaar).
d) To identify main competitors of (GM) Big Bazaar.
e)To study the satisfaction level of customer in GM.
40 | P a g e
Electronic car, train etc.
Cricket bat, badminton
Board games
Soft toys, dolls
Toys department
RESEARCH METHODOLOG
The objective of the study was to understand the buying
behaviour pattern of consumer in general merchandise.
Source and method of data collection:-
Collection of data
The task of data collection begins after a research problem has
been defined and research design chalked out. While deciding
about the method of data collection to be used for the study,
two types of data should be kept in mind .they are primary and
secondary data .both type of data are used in the report
41 | P a g e
1. Primary data sources
They are those which are collected fresh and for the first time
and thus happen to be original in character.
Tool of data collection
1. Observation method
2. Reference of previous report
3. Interview method
4. Structured questionnaire
2. Secondary source:-
Secondary data are those which have already been
collected and which have already been passed through
the statistical process, secondary data can be collected
from:
Books
Annual reports of the company
Journal and magazine
Internet
Newspaper
Research Design - Exploratory Research42 | P a g e
Type of sampling method used:-
The sampling procedure used here was non-probability
convenience sampling which helped in keeping the path of
research in focus throughout the work.
Target population:-
Individual between the age group of 15 to 70 years were
chosen as the target population .it is people under this
age group who are frequent visitors and shoppers to the
big bazaar.
Sample size:
Since covering the entire population for the study was
not feasible, a sample of 250 customers was taken.
Sample element:-
The sample elements consisted of people who visit and
shop from big bazaar.
43 | P a g e
Analysis and interpretation
Customer s monthly income
Higher income group 13
Middle income group 125
Lower income group 50
No income group 62
44 | P a g e
Analysis: The above diagram shows the distribution of income
level of customers coming in to big bazaar. Among the 250
respondents 50% of customers are of middle income level that
is between Rs10000 – 40000 per month. Least number of
customers visiting Big bazaar are the higher income level
people (> Rs.60000 pm) that constitute only 5%. The lower
income level of people coming to big bazaar constitutes of
20%. 25% of people belong to no income group which mostly
consists of students.
Interpretation: Big bazaar is the hub of shopping for middle
level income group people because of its reasonable price on
its each product category. The higher level income group
people don’t prefer to do shopping in big bazaar as it doesn’t 45 | P a g e
INCOME GROUP
5%
50%
20%
25%Higher Income
Group (> Rs.60000)
Middle IncomeGroup (Rs. 40000-60000)
Lower IncomeGroup(Rs.10000-40000)No Income Group
(< Rs.10000)
deal with much of the branded products. The higher level
income group people are very status conscious and their
psychology is such type that they don’t prefer much to visit big
bazaar as it is a discounted store. The lower income group
people come in to big bazaar as they get goods at a discounted
price. Hence big bazaar should include branded products in its
product category which will encourage higher income group
people to come in to big bazaar.
Customers visit Big Bazaar
Weekly 29% 73
46 | P a g e
Monthly 34% 85
Quarterly 23% 57
On unplanned basis 14% 35
Interpretation:
From this I interpret that in big bazaar 34% customers visit
monthly, 29% customer visit weekly 23% customers visit
quarterly and 14% customers visit on planned basis , it means
mostly customers visit weekly and monthly basis for purchase
their requirements.
Apart from Big bazaar visit retail outlet
47 | P a g e
Interpretation: From this I interpret that 64% customers of big
bazaar visit other retail stores for their requirements and 36%
customers of big bazaar generally do not visit other retail
stores. It shows that customers satisfaction level is more in big
bazaar.
Products mostly purchased by customers in big bazaar
48 | P a g e
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
Analysis: This chart clearly indicates that the demand for
grocery that is 70% is highest by the customers followed by
clothes rated 60%. The next highest demand is for food items
that is 50%. 25% demand is for leather items in big bazaar.
Electronic items holds 15% of demand and gift items and other
items has a demand of only 10% by the customers of big
bazaar.49 | P a g e
Interpretation: From this analysis I interpret that customers
demand are high for grocery and clothes followed by food
items in big bazaar. Electronic items have a little demand by
the customers. Gift items and other items are not much in
demand by the customers. I can interpret that clothes, grocery
and food items are the major products which hold maximum
number of customers. So big bazaar should maintain its low
pricing and product quality to keep hold of the customers.
50 | P a g e
Expenditure pattern of customers coming in to big bazaar
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%
EXPENDITURE PATTERN
11%
16%
22%22%
29%Below 500
500-1000
1000-1500
1500-2000
More than 2000
Analysis: We can clearly see from this graph that majority of
the customers spend a lot in big bazaar that is 29% of people
spend more than Rs2000 in a single visit to big bazaar. Equal
number of people that is 22% of people each spend Rs 1000-
1500 and Rs 1500-2000 respectively in a visit to big
bazaar.16% of people spend Rs 500-1000 and only 11% of
51 | P a g e
customers are there who spends less than Rs500 in their visit
to big bazaar.
Interpretation: From this I interpret that most of the
customers purchase goods in bulk which leads them to spend a
lot. Volume sales are high in big bazaar. Customers tend to
purchase more goods from big bazaar as it provides goods at a
discounted rate. Probably those persons who spend more in a
visit to big bazaar are purchasing on a monthly basis. Those
customers who are spending very less money that is below Rs
500 are mostly coming in just to move around big bazaar and
spend time.
52 | P a g e
Do you know about general merchandise department
Yes 90%
No 10%
Analysis :
1. We can clearly see from this graph that majority of
the are aware about the general merchandise
department
2. 10% people are not aware about the department
Interpretation :- thus from graph we can interpret that
consumer come to GM for buying merchandise . as this
department include all non food essenytial goods. GM
53 | P a g e
department attract customer through various offers and
scheme.
54 | P a g e
If yes do you purchased footwear from GM
Analysis : 65% people comes to luggage department for
purchasing footwear. Whereas 35% never visit footwear
department.
55 | P a g e
Yes 65%
No 35%
Interpretation:- from this we can interpret, footwear
department of Big bazaar attract customer to purchse
footwear as it offers good quality footwear at low price. Brand
like Spunk ,knighthood and splading are in-house brand which
is mostly purchased by consumer because of good quality ,and
design at lowest price. Footwear department also has big
brand of footwear like Puma, leecouper, ID etc. But footwear
department need to un tap rest customer by offering discount
and standard quality footwear
56 | P a g e
Factor influencing buying decision while purchasing footwear
1) Quality 20%
2) Price 40%
3) Style 30%
4) Brand 10%
57 | P a g e
Analysis: - 20% of people are influenced by quality, 40% are influenced
by price and 30% are influenced by style and deign of footwear.
Interpretation:- from this we can interpret that Footwear department has
to maintain quality as well as price to attract the customer . Footwear
department has various private level brands like fairport,spunk and
spalding which has standard quality and design . footwear department
also has branded shoes to attract customer.
Rank the attribute according to satisfaction level
Price 50%
Durability 17%
Variety 15%
Looks and comfort 18%
58 | P a g e
Analysis:- 50% people give priority to price ,while 17% give priority to
durability. 15 % and 18% to looks.
Interpretation:- this indicates that price is the main attribute which often affect
the buying decision of consumer. As in big bazaar merchandise are sold at low
price so consumer give more priority to price than other thing
GM footwear serves the purpose of providing footwear of
consumer choice
Strongly agree 35%
Agree 35%
Disagree 20%
Strongly disagree 10%
59 | P a g e
Analy sis :- 70% people agree on this statement and while 30% do not agree.
Interpretation:- from this we can interpret that 70% of the customers are
satisfied with the footwear department. Footwear department fulfil the
demand of customer by giving footwear at lowest price and of best quality.
b) Purchased luggage from luggage department
Yes 70%
No 30%
60 | P a g e
Analysis:- 70% of people purchased luggage from luggage while 30%
of person never purchased.
Interpretation :- from this we can interpret that 70% of consumer are
attracted by the luggage department because of branded and wide range
of luggage present in luggage section. Even discount offer like 30% and
50% attract customer to purchase luggage. Luggage department offers
lowest price than retail outlet existing outside the big bazaar. while 30%
never purchase luggage from big bazaar. Hence luggage department
must attract these customers.
If yes which brand purchased
61 | P a g e
Milestone 15%
American tourister 30%
V.I.P 20%
Samsonite 10%
Safari 25%
Analysis : from the graph we can conclude that most of the
customer purchase branded luggage from luggage
department. Luggage department must promote inhouse brand
(milestone) to attract customer.
Satisfied with the variety offered by luggage department
62 | P a g e
Strongly agree 35%
Agree 45%
Disagree 10%
Strongly disagree 10%
Analysis : 80% of customer thinks that luggage department fulfil
demand of customer. While 20% of people are unsatisfied
Interpretation:- luggage department offers wide range of
luggage at very low price so consumer purchase luggage from
luggage department.
d) plastic and utensils
63 | P a g e
Purchased any product from plastic and utensils department
Yes 93%
No 7%
Analysis :- from graph it is clear that 93% of people prefer to
purchase merchandise from plastic and utensils while 7%
never purchase from plastic and utensils.
Interpretation: - from this we can interpret that plastic and
utensil department offers product (home utility) in wide range
and at lowest price.
Product available in plastic and utensil are
64 | P a g e
Excellent 45%
Good 35%
Bad 15%
Very bad 5%
Analysis :- from graph we can say that 80% of customer are satisfied
with the product offer in plastic and utensils while 20% are not
satisfied.
Interpretation:- from this we can interpret that big bazaar offer huge
discount and offers on the utensil and plastic.
d) Stationary department
65 | P a g e
Purchased stationary from stationary department
yes 75%
No 25%
Interpretation :- from this we can interpret that 75% comes to
stationary department for shopping while 25% never do shopping in
stationary department. Stationary department has wide variety of
product for children and office item.
Satisfied with the availability of product in
stationary department
66 | P a g e
Strongly agree 45%
Agree 35%
Disagree 10%
Strongly disagree 10%
Interpretation:-from this we can interpret that 80% of the
customer are satisfied with the stationary department. They
are satisfied with the wide range at low price. Discount offered
during back to school and price challenge are attracting.
Product Mostly purchase merchandise from stationary department
67 | P a g e
Stationary 60%
Gifts 5%
Books 10%
Office use items 25%
Interpretation:- from this we can interpret people come to this
department for buying stationary product.
68 | P a g e
Comparison of GM of Big bazaar with others Organized retailers based on following
points
Price Service Variety Quality Convenience
Shopping
Experience Ambience
GM(BB) 45% 50% 55% 52% 54% 46% 58%
O. Org. Retails 55% 50% 45% 48% 46% 54% 42%
Interpretation: I interpreted from this that other organized
stores is another competitors of GM big bazaar. It is a threat
for GM big bazaar as some of the attributes of other organized
stores store provides more satisfaction to customers. GM Big
bazaar should try to improve on each of its attributes and out
compete the other organized stores.
69 | P a g e
SWOT ANALYSIS OF BIG BAZAAR
A SWOT analysis is done to know the strengths, weaknesses,
opportunities and threats of any company. This analysis will
explain about the strengths, weaknesses, opportunities and
threats of GM at big bazaar.
Strength
Large variety of product available in GM
Discounts and offers Huge customer Base Availability of branded
product
Weakness
Unable to tap the entire region across Chinchwad and Pimpri.
Unavailability of separate cash counter in GM department
Customers’ negative perception about the private level brand
Threat
Opening up of other discounted stores like shoes express, D mart ,local retail store , Reebok, Addidas, woodland etc. Convenience of customers to nearby retail shop. Availability of products in other retail outlets
Opportunity
MIDC region has largest density of population Private level brand like spunk, milestone are becoming popular To bring in the customers of other retail outlet by dealing with branded products Increase in standard of living of people and preference
70 | P a g e
FINDING AND SUGGESTIONS
1. Generally youth and women are the main customers at big
bazaar.
2. Electronic media has a great impact on customers.
Electronic media help in making people aware about new
products and offers
3. The availability of all products under one roof of GM and
nearby their house helps customer to shop weekly and shop
fresh every time.
5. Mega events like great Indian shopping festival has great
impact in attracting customer to purchase more and more.
6. Customer are more attracted toward discount and offer
including gift .
7. Signage and display helps in attracting customer to
purchase more and more.
8. Offers and promotional scheme helps in add on sales.
9. Availability of branded and private level brand like
milestone, spunk, Dreamline helps in catering every section of
people.
10. Big bazaar follow rule of GAPACT
71 | P a g e
G- Greeting the customerA-approach the customerP-purpose about the productA-Add on salesC- closing the dealT-thanks
SUGGESTION
1. General merchandise constitute number of departments so
cash counter should be added up in the section to reduce
problem of billing.
2. Queue process management should be made good.
3. During weekend customer often feel problem of trolley’s so
trolley should be properly managed to get rid of trolly
problem.
4. Damaged product should be replaced because it gives bad
impact to other product kept on the shelf.
5. Big bazaar should include more of branded products in its
product category so as to attract the brand choosy people to
come in to big bazaar.
6. Employee should be given training time to time. 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.72 | P a g e
8. It was observed most of the customers were not aware
about the offer and scheme going in the store .so proper
communication should be made to mke customer aware about
the offer and discount.
9. Customer often face problem of unavailability of product
like shoes, folder, different size of pressure cooker etc. so
product should be made available in stock so that customer
should not face problem of stock out.
RECOMMENDATION
1. It is recommended that Big Bazaar must develop effective
CRM tool to survive in the market and to attract more and
more customer for example if GM of Big bazaar is launching
new trolley or shoes then it should be informed to customer
about the particular product.
2. Big Bazaar must perform demonstration new products to
make customers aware and create trust among them.
3. General merchandise has number of departments so staff
number should be increased to serve customer during
weekend and big days.
73 | P a g e
4. Often many of the product are not sold because of low
visibility, high price so, the product should be properly
displayed and discount should be given to attract the customer
to purchase the product. For example many product present in
stationary department are placed at the corner which is not
purchased by customer due to high price.
5. Proper signage should be there so that customer can locate
the products easily.
6. To increase more footfalls more promotional activities must
be carried out either offer more discount or increase
advertisement.
9. Promotion of big bazaar should be made in society by
conducting free distribution of sample and other activity.
10. Private level branded should be durable and give value to
the customer money.
11. Allowing more space between the entrance of store and
product allow customer to spend more time and buy more.
12. Exhibit their new line of footwear, luggage, untensil
through events like fashion show.
74 | P a g e
13. Make some arrangement for any new scheme or offer such
as queue system management so crowd can be controlled
during big days.
14. Waiting time should be short enough.
15. During the off peak hour’s big bazaar should provide some
offers to its customers so that people would be encouraged to
come to big bazaar during off peak hours. The customers who
are present in the mall during the off peak hours of big bazaar
will definitely go in to big bazaar if surprise offers are made at
that time.
16. Customer care department is needed to take proper care of
customer complaints and queries. For example: - warranty on
certain product like non- stick cookware, shoes.
CONCLUSION
Big bazaar is a major shopping complex for today’s customers.
It is a place where customers find variety of products at a
reasonable price. Big bazaar has a good reputation of itself in
the market. It has positioned itself in the market as a
discounted store. It holds a huge customer base. The majority
of customers belong to middle class family. The youth
75 | P a g e
generation also likes shopping and moving around big bazaar.
Volume sales always take place in big bazaar. Impulse buying
behaviour of customers comes in to play most of the times in
big bazaar.
GM department of big bazaar provides various kinds of goods
like stationary, luggage, footwear, toys, plastic and utensils
leather items, crockery, decorative items, sport items, 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. Private brand like Milestone, Dreamline, Spunk are
accepted by consumer due to good quality and reasonable
price.
The report reveals that there is huge scope for the growth of
organised retailing and improvement of big bazaar P.C.M.C in
Pune. Target achieved every week show that movement of
product is good. Aggressive marketing is the key to increase
market share in this area. Since market is still untapped. Big
bazaar uses SAP, DOT, REM, RFID technology. Discount and
scehme decision are taken by the headquarters and new
product is added time to time by the direction of category
management. GM department should manage their
merchandise in such a way that they must be accepted by
customer.
76 | P a g e
LIMITATION OF THE STUDY
Certain limitation do creep in research study due to
constraints of the time, money human efforts, the present
study is also not free from certain limitation, which were
unavoidable. Although all efforts were taken to make the result
of the work as accurate as possible as survey but the survey
have following
1. Some customer was not willing to giving proper response.
2. Due to very large size of the population, only a selected
sample of customer could be contacted.
3. Some of respondents were not co-operative they didn’t
provide some of the details.
4. Language barrier was also one of the main reasons.
5. As per company rule many information was not disclose as
the manager were busy in their daily schedule. It was not
possible for us to spend more time in interaction with them.
6. Personal biases might have come while answer the question.
77 | P a g e
ANNEXURE(S)
Questionnaire
Name: -___________________ Age: -
Gender: - Ph.
Address: -________________ occupation : -
What’s your monthly income?
a) Below 10,000
b) 20,000 – 40,000
c) 40,000 – 60,000
d) More than 60,000
1.How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On unplanned basis
2 .Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
2.(a). If yes then what are the other retail outlets do you intend
to visit in a mall?
e) Garment Outlet
f) Footwear Outlet
78 | P a g e
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store
2. What type of products do you mostly purchase in Big
Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item
3. On an average how much amount of money do you spend in
a visit to Big Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000
4. Do you know about general merchandise department at Big
bazaar?
79 | P a g e
Yes No
Footwear
4 a) If yes do you purchase footwear from footwear
department?
a) Always b) Sometime c) No
4 b) which factor influence your buying decision while
purchasing footwear?
a) Quality
b) Price
c) Style
d) Brand
e) Not applicable
4 c) Rank the attribute according to your satisfaction level?
a) Price b) durability c) variety d) looks and comfort
4 d) do you think GM footwear department of Big bazaar
serves the purpose of providing you footwear of your choice?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
80 | P a g e
Luggage
5 a) have you purchased any luggage from Luggage
department ?
a)Yes b) no
5 b) if yes which luggage brand you have purchased?
a) Milestone b) American tourister c) V.I.P d) Samsonite
e) safari
5 c) Are you Satisfied with the variety offered by
luggage department
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
5 d) what factor influence you to purchase luggage from
luggage section?
a) Discount b) quality c) design d) brand
Plastic and utensils
81 | P a g e
6 a) Have you purchased any product plastic and utensils
department ?
a) yes b) no c) not applicable
b) Product available in plastic and utensil are!!
a) Excellent b) Good c) Bad d) Very bad
Stationary department
7 a) have you purchased any product from stationary department ?
a) Yes b) no
b) Satisfied with the availability of product in stationary
department
a) Strongly agree b) Agree c) Disagree
d) Strongly disagree
c) What type product you mostly purchase from stationary
department?
a) Stationary b) Gifts c) Books
d) Office use items
82 | P a g e
8. Compare others organized retail stores with GM at Big Bazaar on the following parameters.
a)Price
1.GM(BB) II. Others Organized Retailer
b)Service
1.GM(BB) II. Others Organized Retailer
c) Variety
1.GM(BB) II. Others Organized Retailer
d)Quality
1.GM(BB) II. Others Organized Retailer
e) Convenience
1.GM(GM) II. Others Organized Retailer
f) Shopping Experience
1.GM(BB) II. Others Organized Retailer
g)Ambience
83 | P a g e
1.GM(BB) II. Others Organized Retailer
THANK YOU
BIBIOGRAPHY
BOOKS
1. Kotler Philip, marketing management, (Pearson
education, 12th edition).
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2. Prof.M.V. Kulkarni , Research methodolgy
INTERNET WEB PAGE
Bigbazaar.co.in
Organizedretail.co.in
Retail seminar. In
Literature review on Big Bazaar.com
Retailing.co.in
Pantaloon.com
Futuresbazaar.com
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