Project - Consumer Behaviour Towards Big Bazar

8/19/2019 Project - Consumer Behaviour Towards Big Bazar

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CHAPTER I

INDUSTRY PROFILE

Retail is the sale of goods and services from individuals or businesses to the end-user. Retailersare part of an integrated system called the supply chain. A retailer purchases goods or products in

large quantities from manufacturers directly or through a wholesale, and then sells smaller

quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores

or markets, door-to-door or by delivery. Retailing includes subordinated services, such as

delivery. The term retailer is also applied where a service provider services the needs of a large

number of individuals, such as for the public. !hops may be on residential streets, streets with

few or no houses or in a shopping mall. !hopping streets may be for pedestrians only. !ometimes

a shopping street has a partial or full roof to protect customers from precipitation. "nline

retailing, a type of electronic commerce used for business-to-consumer #$%&' transactions and

mail order, are forms of non-shop retailing.

!hopping generally refers to the act of buying products. !ometimes this is done to obtain

necessities such as food and clothing( sometimes it is done as a recreational activity. Recreational

shopping often involves window shopping #)ust looking, not buying' and browsing and does not

always result in a purchase *tymology.

Retail comes from the "ld +rench word trailer, which means to cut off, clip, pare, divide in

terms of tailoring #/'. 0t was first recorded as a noun with the meaning of a sale in small

quantities in 1 #from the 2iddle +rench retail, piece cut off, shred, scrap, paring'. 34 5ike

in +rench, the word retail in both 6utch and 7erman also refers to the sale of small quantities of

items.


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Types of retail outlets

• !an 8uan de 6ios 2arket in 7uadala)ara, 8alisco

• 0nside a supermarket in Russia

• 9alnut 2arket in :atra, 8ammu ; :ashmir, 0ndia

A marketplace is a location where goods and services are exchanged. The traditional market

square is a city square where traders set up stalls and buyers browse the stores. This kind of

market is very old, and countless such markets are still in operation around the whole world.

0n some parts of the world, the retail business is still dominated by small family-run stores, but

this market is increasingly being taken over by large retail chains.

Retail is usually classified by type of products as follows<

Food products

=ard goods or durable goods #hardliner retailers' - appliances, electronics, furniture, sporting

goods, etc. 7oods that do not quickly wear out and provide utility over time.

!oft goods or consumables - clothing, apparel, and other fabrics. 7oods that are consumed after

one use or have a limited period #typically under three years' in which you may use them.

There are the following types of retailers by marketing strategy<

• Departe!t stores " very large stores offering a huge assortment of soft and

hard goods( often bear a resemblance to a collection of specialty stores. A retailer

of such store carries variety of categories and has broad assortment at average

price. They offer considerable customer service.

• Discou!t stores " tend to offer a wide array of products and services, but they

compete mainly on price offers extensive assortment of merchandise at affordable

and cut-rate prices. >ormally retailers sell less fashion-oriented brands.

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• #are$ouse stores " warehouses that offer low-cost, often high-quantity goods

piled on pallets or steel shelves( warehouse clubs charge a membership fee(

• %ariety stores " these offer extremely low-cost goods, with limited selection(

• Deo&rap$ic " retailers that aim at one particular segment #e.g., high-end

retailers focusing on wealthy individuals'.

• 'o"A!d"Pop( is a small retail outlet owned and operated by an individual or

family. +ocuses on a relatively limited and selective set of products.

•Specialty stores( A typical speciality store gives attention to a particular category

and provides high level of service to the customers. A pet store that speciali?es in

selling dog food would be regarded as a specialty store. =owever, branded stores

also come under this format. +or example if a customer visits a Reebok or 7ap

store then they find )ust Reebok and 7ap products in the respective stores.

$outiques or &oncept stores are similar to specialty stores. &oncept stores are

very small in si?e, and only ever stock one brand. They are run by the brand that

controls them. An example of brand that distributes largely through their own

widely distributed concept stores is 5@"&&0TA>* en rovence. The limited si?e

and offering of 5@"&&0TA>*@s stores are too small to be considered a specialty

store proper.

• )e!eral store ( a rural store that supplies the main needs for the local

community(

• Co!*e!ie!ce stores( is essentially found in residential areas. They provide

limited amount of merchandise at more than average prices with a speedy

checkout. This store is ideal for emergency and immediate purchases as it often

works with extended hours, stocking everyday(


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• Hyperar+ets( provides variety and huge volumes of exclusive merchandise at

low margins. The operating cost is comparatively less than other retail formats.

• Superar+ets( is a self-service store consisting mainly of grocery and limited

products on non-food items. They may adopt a =i-5o or an *65 strategy for

pricing. The supermarkets can be anywhere between %B,BBB and 1B,BBB square

feet #,CBB m%'. *xample< !AR supermarket.

• 2alls< has a range of retail shops at a single outlet. They endow with products,

food and entertainment under a roof.

• Cate&ory +illers or Cate&ory Specialist< $y supplying wide assortment in a

single category for lower prices a retailer can kill that category for other

retailers. +or few categories, such as electronics, the products are displayed at the

centre of the store and sales person will be available to address customer queries

and give suggestions when required. "ther retail format stores are forced to

reduce the prices if a category specialist retail store is present in the vicinity.

• E"tailors( The customer can shop and order through internet and the merchandise

are dropped at the customer@s doorstep. =ere the retailers use drop shipping

technique. They accept the payment for the product but the customer receives the

product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home

shopping. =owever it is important for the customer to be wary about defective

products and non-secure credit card transaction. *xample< Ama?on, ennyful and

e$ay.

• %e!di!& 'ac$i!es< This is an automated piece of equipment wherein customers

can drop the money in the machine and acquire the products.

!ome stores take a no frills approach, while others are mid-range or high end,

depending on what income level they target.

Ot$er types of retail store i!clude(

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Automated Retail stores are self-service, robotic kiosks located in airports, malls and grocery

stores. The stores accept credit cards and are usually open %1DC. *xamples include Eoom!hops

and Redbox. $ig-box stores encompass larger department, discount, general merchandise, and

warehouse stores.

Retailers can opt for a format as each provides different retail mix to its customers based on their

customer demographics, lifestyle and purchase behaviour. A good format will lend a hand to

display products well and entice the target customers to spawn sales.

)lo,al top fi*e retailers

9orldwide Top +ive Retailers

Retail Sales Ra!+ Copa!y Cou!try of Ori&i!

. 9almart F!

%. &arrefour +rance

. Tesco F:

1. :roger F!

/. 2etro A7 7ermany

Operatio!s

Retail prici!&

The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup

amount #or percentage' to the retailer@s cost. Another common technique is suggested retail

pricing. This simply involves charging the amount suggested by the manufacturer and usually

printed on the product by the manufacturer.

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0n 9estern countries, retail prices are often called psychological prices or odd prices. "ften

prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly

displayed, there can be price discrimination, where the sale price is dependent upon who the

customer is. +or example, a customer may have to pay more if the seller determines that he or

she is willing andDor able to. Another example would be the practice of discounting for youths,

students, or senior citi?ens.

Staffi!&

$ecause patronage at a retail outlet varies flexibility in scheduling is desirable. *mployee

scheduling software is sold which, using known patterns of customer patronage, more or less

reliably predicts the need for staffing for various functions at times of the year, day of the month

or week, and time of day. Fsually needs vary widely. &onforming staff utili?ation to staffing

needs requires a flexible workforce which is available when needed but does not have to be paid

when they are not, part-time workers( as of %B% CBG of retail workers in the Fnited !tates were

part-time. This may result in financial problems for the workers, who while they are required to

be available at all times if their work hours are to be maximi?ed, may not have sufficient income

to meet their family and other obligations.

Tra!sfer ec$a!iss

There are several ways in which consumers can receive goods from a retailer<

Cou!ter ser*ice, where goods are out of reach of buyers and must be obtained from the seller.

This type of retail is common for small expensive items #e.g. )ewelry' and controlled items like

medicine and liquor. 0t was common before the HBBs in the Fnited !tates and is more common

in certain countries like 0ndia.

Deli*ery- where goods are shipped directly to consumer@s homes or workplaces. 2ail order from

a printed catalogue was invented in C11 and was common in the late Hth and early %Bth

centuries. "rdering by telephone was common in the %Bth century, either from a catalog,

newspaper, television advertisement or a local restaurant menu, for immediate service #especially

for pi??a delivery', remaining in common use for food orders. 0nternet shopping - a form of


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delivery - has eclipsed phone-ordering, and, in several sectors - such as books and music - all

other forms of buying. 6irect marketing, including telemarketing and television shopping

channels, are also used to generate telephone orders. !tarted gaining significant market share in

developed countries in the %BBBs.

Door"to"door sales, where the salesperson sometimes travels with the goods for sale.

!elf-service, where goods may be handled and examined prior to purchase.

6igital delivery or 6ownload, where intangible goods, such as music, film, and electronic books

and subscriptions to maga?ines, are delivered directly to the consumer in the form of information

transmitted either over wires or air-waves, and is reconstituted by a device which the consumer

controls #such as an 2 player( see digital rights management'. The digital sale of models for

6 printing also fits here, as do the media leasing types of services, such as streaming.

Seco!d"$a!d retail

!ome shops sell second-hand goods. 0n the case of a nonprofit shop, the public donates goods to

the shop to be sold. 0n give-away shops goods can be taken for free.

Another form is the pawnshop, in which goods are sold that were used as collateral for loans.

There are also consignment shops, which are where a person can place an item in a store and if

it sells, the person gives the shop owner a percentage of the sale price. The advantage of selling

an item this way is that the established shop gives the item exposure to more potential buyers.

C$alle!&es

To achieve and maintain a foothold in an existing market, a prospective retail establishment must

overcome the following hurdles<

Regulatory barriers including

• Restrictions on real estate purchases, especially as imposed by local governments

and against big-box chain retailers(

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• Restrictions on foreign investment in retailers, in terms of both absolute amount

of financing provided and percentage share of voting stock #e.g., common stock'

purchased(

• Fnfavourable taxation structures, especially those designed to penali?e or keep

out big box retailers #see Regulatory above'(

• Absence of developed supply chain and integrated 0T management(

• =igh competitiveness among existing market participants and resulting low profit

margins, caused in part by &onstant advances in product design resulting in

constant threat of product obsolescence and price declines for existing inventory(

• 5ack of properly educated andDor trained work force, often including

management, caused in part by 5ack of educational infrastructure enabling

prospective market entrants to respond to the above challenges.

Sales tec$!i.ues

$ehind the scenes at retail, there is another factor at work. &orporations and independent store

owners alike are always trying to get the edge on their competitors. "ne way to do this is to hire

a merchandising solutions company to design custom store displays that will attract more

customers in a certain demographic. The nation@s largest retailers spend millions every year on

in-store marketing programs that correspond to seasonal and promotional changes. As products

change, so will a retail landscape. Retailers can also use facing techniques to create the look of a

perfectly stocked store, even when it is not.

A destination store is one that customers will initiate a trip specifically to visit, sometimes over a

large area. These stores are often used to anchor a shopping mall or pla?a, generating foot

traffic, which is capitali?ed upon by smaller retailers.

Custoer ser*ice

&ustomer service is the sum of acts and elements that allow consumers to receive what they

need or desire from your retail establishment. 0t is important for a sales associate to greet the

customer and make himself available to help the customer find whatever he needs. 9hen a

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customer enters the store, it is important that the sales associate does everything in his power to

make the customer feel welcomed, important, and make sure he leaves the store satisfied. 7iving

the customer full, undivided attention and helping him find what he is looking for will contribute

to the customer@s satisfaction.314 +or retail store owners, it is extremely important to train

yourself and your staff to provide excellent customer service skills. $y providing excellent

customer service, you build a good relationship with the customer and eventually will attract

more new customers and turn them into regular customers. 5ooking at long term perspectives,

excellent customer skills give your retail business a good ongoing reputation and competitive

advantage.

Statistics for !atio!al retail sales

U!ited States

The Fnited !tates retail sector features the largest number of large, lucrative

retailers in the world. A %B% 6eloitte report published in !T"R*! maga?ine

indicated that of the world@s top %/B largest retailers by retail sales revenue in

fiscal year %BB, %G of those retailers were based in the Fnited !tates, and those

%G accounted for 1G of the total retail sales revenue of the top %/B.34

F.!. 2onthly Retail !ales, HH%J%BB

!ince H/, the F.!. &ensus $ureau has published the Retail !ales report every

month. 0t is a measure of consumer spending, an important indicator of the F!

76. Retail firms provide data on the dollar value of their retail sales and

inventories. A sample of %,BBB firms is included in the final survey and /,BBB in

the advanced one. The advanced estimated data is based on a subsample from the

F! &$ complete retail ; food services sample.

CE re&io!

0n %B the grocery market in six &entral *uropean 3disambiguation needed4 #&*'

countries was worth nearly KBCbn, %.IG more than the previous year when

expressed in local currencies. The increase was generated foremost by the

discount stores and supermarket segments, and was driven by the skyrocketing

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prices of foodstuffs. This information is based on the latest 2R report entitled

7rocery retail in &entral *urope %B%3I4

Co!solidatio!

Among retailers and retails chains a lot of consolidation has appeared over the last

couple of decades. $etween HII and %BB, worldwide 1B,CII mergers;acquisitions with a total known value of %.%// trillion F!6 have been

announced. 3H4 The largest transactions with involvement of retailers inDfrom the

Fnited !tates have been< the acquisition of Albertson@s 0nc. for C bill. F!6 in

%BB, 3B4 the merger between +ederated 6epartment !tores 0nc. with 2ay

6epartment !tores valued at ./ bill. F!6 in %BB/34 - now 2acy@s, and the

merger between :mart =olding &orp and !ears Roebuck ; &o with a value of

B.H bill...

B


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CHAPTER II

CO'PANY ANALYSIS

HISTORY

$ig $a?aar was introduced by the +uture 7roup in !eptember %BB with the opening of its first

four stores in :olkata, 0ndore, $engaluru and =yderabad within a period of %% days.

!tarted by :ishore $iyani, $ig $a?aar was launched mainly as a fashion format selling apparel,

cosmetics, accessories and general merchandise. "ver the years, the retail chain has included in

its portfolio a wide range of products and services, ranging from grocery to electronics.

The current retail formats of the +uture 7roup include $ig $a?aar, +ood $a?aar, *lectronic$a?aar and +urniture $a?aar. According to :ishore $iyani, the inspiration behind this entire

retail format was from !aravana !tores, a local store in T. >agar, &hennai. $ig $a?aar is

popularly known as the L0ndian 9almartM today.

0n the second year of operations, $ig $a?aar tied up with 0ndian banking giant 0&0&0 $ank and

launched the $ig $a?aar 0&0&0 $ank &ard. 0n the same year, the first +ood $a?aar store was also

launched at =igh !treet hoenix mall in 2umbai, marking the retailerMs entry into dedicated food

retail.

0n %BB, $ig $a?aar made its foray into small towns and cities. The first store in this category

was launched that year in >agpur. The franchise also welcomed its B millionth customer at its

new store in 7urgaon in the same year.

"ver the next two years, $ig $a?aar consolidated its position in the 0ndian retail landscape. This

phase of growth included the setting up of the 2umbai store in 5ower arel, which registered a

record Rs B million turnover in a single day on 6iwali-eve in %BB1. 0n %BB/, the first $ig

$a?aar *xchange "ffer was launched, which has quickly gained popularity among customers.

0n %BB, further changes in loyalty marketing took place with the launch of the housewife-centric

credit card, !hakti. 8ewellery store L>avarasM was also launched that year within $ig $a?aar

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stores which became the first store-in-store concept to be launched by the brand. Another

dedicated retail format launched in %BB is +urniture $a?aar.0n %BBC, $ig $a?aar partnered with

a shopping portal +utureba?aar.com and expanded its retail footprint to /B stores.

The following year, %BBI, witnessed by far the fastest growth in terms of retail expansion for $ig

$a?aar, with the launch of the Bst store. 8oining the league of 0ndiaMs !uper brands and voted

among the top ten service brands in the country by the itch-02R$ international survey, $ig

$a?aar became much more than a household name. The year also saw the launch of the 2onthly

$achat $a?aar #2onthly $udget 2arket' campaign, which provided significantly low prices and

gave discounts on bulk purchases in the first week of the month.

"ver the next two years, $ig $a?aar carved its own niche in modern retail and became the

largest brand in the hypermarket format. &apturing one-third of the food and grocery market in

modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its

retail footprint. 0n %BBH, $ig $a?aar won the &>$& Awaa? &onsumer Awards for the third

consecutive year. 0t was ad)udged the 2ost referred 2ulti $rand +ood ; $everage &hain, 2ost

referred 2ulti $rand Retail "utlet and 2ost referred 2ulti $rand "ne !top !hop.

A/OUT THE CO'PANY(

'AR0ET SHARE IN RETAIL INDUSTRY

%arious forats a!d store co!cept


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2ost $ig $a?aar outlets are multi-levelled stores and are located in stand-alone buildings in city

centres as well as within shopping malls. These stores have more than %,BB,BBB !tock :eeping

Fnits #!:F' in a wide range of categories, led primarily by fashion and food products. The retail

space of these stores in the metros range between /B,BBB and ,B,BBB sq. ft.

!ince its launch in %BB in metro cities like :olkata, $engaluru and =yderabad, $ig $a?aar is

the largest =ypermarket chain with presence in HB cities and towns across the country.

CSR acti*ities

As a part of +uture 7roup, $ig $a?aar is involved in various social activities that include green

initiatives for the community, blood donation camps, 6iwali celebrations with orphanages, visits

to orphanages and other >7"s helping underprivileged children. These activities usually involve

all members of the management as well as staff of $ig $a?aar.

• 0n !eptember %B, +uture 7roup signed a strategic partnership with the

=imachal radesh 7overnment to directly source, market and promote the stateMs

products and services through its $ig $a?aar stores under the brand L=imachalM.

The aim of this partnership is to aid the development of various Lsource-to-

marketM initiatives to enhance livelihoods for more than %/,BBB families in the

state.

• $ig $a?aar created a platform called Natra to provide women of self-help groups

across various towns and regions of 2aharashtra and 7u)arat the opportunity to

market their wide assortment of indigenous food and non-food products. As part

of the programme, women from over B regional self-help groups were invited,

encouraged and helped to set up stalls to exhibit their products at $ig $a?aar stores.

• $ig $a?aar 2ysore started offering a free wholesome meal to all its customers,

who in return contribute L!hraddha AnussarM for a community cause. 0n other

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words, the customers donate any amount for the meal which would be used for a

local, regional or topical cause.

Sc$ees a!d i!!o*atio!s

The introduction of L!abse !asta 6inM #&heapest 6ay' in the year %BB/ was a turning point for

the $ig $a?aar franchise. As part of this effort, the Republic 6ay holiday was used to ensure that

consumers visited $ig $a?aar outlets across the country in large numbers to get required

household items at cheaper rates.

Taking cue from this highly successful concept, another initiative was introduced, named the

Lurana do aur naya loM #give old and get new' scheme. 0n this scheme, consumers were asked to

bring and sell old clothes, utensils and other household items in exchange of discount coupons.

The concept proved to be a success yet again as people from across the country responded

spontaneously, in spite of the different preconditions associated with it.

The franchise further inaugurated the concept of L=aftekasabsesasta dinM #&heapest 6ay of the

9eek', wherein 9ednesday was designated to be the day when special discounts were offered to

consumers during a week.

#ed!esday /a1aarThe concept of 9ednesday $a?aar was promoted as L=afte :a !abse !asta 6inM #&heapest 6ay

of the 9eek'. 0nitiated in 8anuary %BBC, the idea behind this scheme was to draw customers to

stores on 9ednesdays, the day when consumer presence is usually less. According to the chain,

the aim of the concept was Lto give homemakers the power to save the most.

$ig $a?aar introduced L!abse !asta 6inM #&heapest 6ay' with the intention of attaining a sales

figure of Rs % crore in a single day. The concept became such a hit that the time period for the

offer had to be increased from one day to three days in %BBH #8anuary %1 to %' and to five days

in %B #8anuary %% to %'.

'a$a/ac$at

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The concept of L2aha$achatM #2ega !aving' was introduced in the year %BB as a single day

campaign with attractive promotional offers across the company outlets. "ver the years, the

concept has grown to become a six-day biannual campaign. 6uring this campaign, attractive

offers are given in all the value formats including $ig $a?aar, +ood $a?aar, *lectronic $a?aar

and +urniture $a?aar.

0ntroduced on +ebruary %, %BBH, LThe 7reat *xchange "fferM allows customers to exchange

their old goods for $ig $a?aar coupons. The coupons can be redeemed later for buying brand

new goods from $ig $a?aar outlets across the nation.

%ISION


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To deliver everything, everywhere, every time to every 0ndian customer in the

most possible manner. "ne of the core value of future group is 0ndian ness and is cooperate credo is

rewrite rules Jretain value.

'ISSION

9e !hare the vision and belief that our customer and stakeholder shall be served

only by creating and executing future scenario in the consumption space leading

to economic development.

9e will be the trendsetter in evolving delivery formats creating retail making

consumption affordable for all customer segment Jfor classes and masses.

9e shall infuse 0ndian brands with confidence and renewed ambition. 9e shall be efficient and, cost conscious and committed to quality in whatever we

do.

9e shall ensure that out positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

CORE %ALUES

0ndianans confidence in ourselves.

5eadership< to be a leader, both in thought and business.

0ntrospection< leading to purposeful thinking.

"penness< to be open and receptive to new ideas, knowledge and information.

Oaluing and nurturing relationships to build long term relationships.

!implicity ;positivity< simplicity and positivity in our thought business and work.

Adaptability< to be flexible and adaptable, to meet new challenges

+low< to respect and understood the universal laws of nature.

OR)ANISATIONAL HEIRARCHY

C

AR*A 2A>A7*R

=*A6 !T"R* 2A>A7*R


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ROLE OF AREA 'ANA)ER

Area 2anagers are too valuable to be thrown in at the deep end. They need the best initial

training possible. This is the ideal Lcovering the very basicsM workshop. The focus is on the Area

2anager +unction, the tasks required of the )ob and the qualities required to LleadM rather than

)ust LmanageM.

Thinking ahead, analy?ing the current situation, and formulating a written business development

strategy is an essential starting point for all newly appointed Area 2anagers. "n completion of

this workshop your area managers will have started formulating a strategic development plan for

their areas and discussed methods of communicating the plan to all managers within their areas

of responsibility2

ROLE OF HEAD STORE 'ANA)ER

=*A6 !tore managers can be found in all shops as they are the main cog in its running. They

are employed to ensure that the day-to-day operation of the shop is efficient and effective, with

the main aim of bringing in the maximum profit possible. They are responsible for all employees

within the store and are present to ensure the shop runs without hitch.

I

A!!0!TA>T !T"R* 2A>A7*R

+5""R 2A>A7*R

A&&"F>T 2A>A7*R


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*very shop needs a store manager, making it a very versatile )ob that is widely in demand. The

retail sector employs around G of the F:Ms total workforce, so there are many opportunities

available in this field

ASSISTANT STORE 'ANA)ER

Trains store staff by reviewing and revising orientation to products and sales training materials(

delivering training sessions( reviewing staff )ob results and learning needs with retail store

manager( developing and implementing new product training.

• *valuates competition by visiting competing stores( gathering information such as style,

quality, and prices of competitive merchandise.

• urchases inventory by researching emerging products( anticipating buyer interest(

negotiating volume price breaks( placing and expediting orders( verifying receipt.

• Attracts customers by originating display ideas( following display suggestions or

schedules( constructing or assembling prefabricated display properties( producing

merchandise displays in windows and showcases, and on sales floor.

• romotes sales by demonstrating merchandise and products to customers.

• =elps customers by providing information( answering questions( obtaining merchandise

requested( completing payment transactions( preparing merchandise for delivery.

• repares sales and customer relations reports by analy?ing and categori?ing sales

information( identifying and investigating customer complaints and service suggestions.

FLOOR 'ANA)ER

Retail +loor 2anager 8obs have a responsibility for the day-to-day management of a department

or store in accordance with overall company policy.

The main focus of any Retail floor manager )obs is to improve the commercial performance of

the store by increasing its turnover and maximi?ing profitability. Achieving performance

ob)ectives will require action in one of the main areas of retail activity< store operations( human

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resources( finance( buying( customer care( marketing( logistics( information technology( and

administration.

2a)or parts of the retail floor manager )obs on a day-to-day basis include managing staff, finding

new ways to improve sales, and meeting customer demand.

ACCOUNT 'ANA)ER

An accou!t a!a&er is a person who works for a company and is responsible for the

management of sales, and relationship with particular customers. The account manager does not

manage the daily running of the account itself. They manage the relationship with the client of

the account#s' they are assigned to. 7enerally, a client will remain with one account manager

throughout the duration of hiring the company. Account managers serve as the interface between

the customer service and the sales team in a company. They are assigned a company@s existing

client accounts. The purpose of being assigned particular clients is to create long term

relationships with the portfolio of assigned clients. The account manager serves to understand the

customer@s demands, plan how to meet these demands, and generate sales for the company as a

result.

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S#OT ANALYSIS 3 RESEARCH 'ETHODOLO)Y

Stre!&t$s(

. $ig $a?aar is one of the largest retail hypermarket in 0ndia with %1 stores #as on

8une%M' located all over 0ndia.

%. 0t is owned by +uture group, which owns other retail brands like &entral

=ypermarket, $rand +actory, antaloons, eE">*, =ometown, futureba?aar.com.

. 0t offers a wide range of product category like fashion and apparel, food products,

leisure ; entertainment section general merchandise, furniture, electronics, books,

fast food.

1. The customers en)oy better shopping experience and discount offers./. $ig ba?aar brings lot of innovation in retail shopping sector by bringing attractive

promotional programs. #9ednesday $a?aar, !abse!asta 6in, 2aha$achat, The

7reat *xchange "ffer'.

. 0ts economy pricing model attracts 0ndian customers to large extent $07 $AEAR.

#ea+!ess(

. &ustomers face delays in billing services during offer seasons.%. $ig ba?aar doesnMt have wide range of branded products.

. The customers perceive its products to have low quality due to its economy

pricing strategy like 9almart.1. 2ost of the products are sold under its own private labels.

/. There were recent controversies with $ig $a?aar for holding expired and

adulterated stocks.. "ffers are given only for selected brands.

Opportu!ity(

. There are lot of opportunities available for expansion to rural and semi-urban

markets

%


22/43

%. The volume of organi?ed retailing in 0ndia is only /-CG and players like $ig

$a?aar have lot of scope to fill the gaps. The increase in disposable income of 0ndian middle class families and the

increase in earning youth population have increased the buying potential

1. The consumers are looking for purchasing products in malls and supermarkets/. eople prefer to shop all products in one roof and the consumers shopping

experiences have changed to new dimensions

. $ig $a?aar has partnered with several other players in 0ndia and across the world

for )oint ventures.

T$reats(

. Availability of space to set up large infrastructure is difficult%. The government policies keep changing and the foreign players entering into

retail segment may cause threats

. There are other existing players like !ponsors, Aditya $irlaMs 2ore, Reliance,

Tata, =eritage etc

1. Training staff members and retailing is big challenge for human resources

department

/. The economic slowdown has resulted in )ob cuts which reduces buying power.

DISCUSSION ON TRAININ)

Roles a!d respo!si,ilities(

• To know the perception of customer and their satisfaction level in home fashion.

• &ollect data regarding different product of home fashion.

• Attending the customer on mahabachat offer day and providing different services.

• 5ike gift wrapping, home delivery and special offer.

• roviding services at customer seva desk.

• 0nteract with customer regarding awareness of advertisement in local newspaper.

• !ell profitclub cards to customers.

%%


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CHAPTER III

ANALYSIS OF RESEARCH UNDER TA0EN

INTRODUCTION(

2arketing is the moving and exciting activity in everybody activities. The sellers, distributors,

advertising agencies, consultants, transporters, financers, store agencies and every one as a

counter are part of the marketing system. Any exchange process be it consumer, goods,

intermediary goods, services of ideas, comes under the preview of marketing. 0t is very often

regarded that the development of markets and marketing is synonymous with the economic

development of account. Through marketing is an action discipline. 0n the ever-growing

corporate world, marketing is being regarded as a crucial element for the success of an

*nterprise.

The marketing discipline is undergoing fresh re appraisal in the light of the vast global,

technological, economic and social challenges facing todayMs companies and countries.

2arketing at its best is about value creation and raising the worldMs living standards. Todays

Lwinning companies are those who succeed most in satisfying, indeed delighting their target

customers.

As quoted by ..6rucker 2arketing is so basic that it cannot be considered a separate function.

0t is whole business seen from the point of view of its final result, that is, from the customerMs

point of view. $usiness success is not determined by the producer but by the customer

Philip :otler has therefore defined marketing as it is a social and managerial process by which

individuals and groups obtain what they need and want through creating, offering andexchanging products of values with othersP. 2any 0ndian companies espouse a satisfied

customer philosophy and describe marketing as customer-satisfaction engineering. !ince the

economy in this country has changed from a primary condition of scarcity to gradual and steady

stage of affluence, largely giving consumers the opportunity to choose among many varied

alternatives, satisfaction has become a ma)or concern of business.

%


24/43

INTRODUTION TO CONSU'ER /EHA%IOR(

"ne thing that we have in common is that we all are consumers. 0n fact everybody in this world is a

consumer. *very day of our life we are buying and consuming an incredible variety of goods and services.

=owever, we all have different tastes, likes, dislikes, and adopt different behaviour patterns while making

purchase decisions.

The term consumer behaviour refers to the behaviour that consumers displaying searching for purchasing

using evaluation and disposing in searching for purchasing using evaluating and disposing of products

and services that they exact will satisfy o how individuals make decisions to send their available

resources #time, money and effort' on consumption related items. 0t includes the study of 9hat they buyP,

P9hy they buyP, 9hen they buy itP, 9here they buy itP, how often they buy itP and how often they use.

DEFINITIONS(

&onsumer $ehaviour #or $uyer $ehaviour' is broadly defined by various scholars ; researchers as<

. 0tMs the behaviour displayed by the consumers during the acquisition, consumption and disposition of

products, services, time and ideas by decision making units.

%. 0t is the body of knowledge which studies various aspects of purchase and consumption of products and

services by individuals with various social and psychological variables at play.

. The behaviour that the consumers display in searching for, purchasing, using, evaluating and disposing

of products and services that they expect will satisfy their needs.

1. The process and activities people engage in when searching for, selecting, purchasing, using,

evaluating, and disposing of products and services so as to satisfy their needs and desires.

/. The activities directly involved in obtaining, consuming, and disposing of products and services,

including the decision processes that precede and follow these actions.

. The American 2arketing Association #A2A' defines consumer behaviour as The dynamic interaction

of cognition, behaviour ; environmental events by which human beings conduct the exchange aspect of

their lives.

%1


25/43

&onsumer behaviour is helpful in understanding the purchase $ehaviour and preferences of different

consumers. As consumers, we differ in terms of sex age, education, occupation, income, +amily setup,

religion, nationality and social status. $ecause of this different background factors, have different needs

and we have only buy those products and services, which we think, will satisfy our needs.

A 'ODEL OF CONSU'ER /EHA%IOUR(

A consumer decisions to purchase a particular product of service is the result of complex interplay of a

number of variables. The starting point of the decision process is provided by the companyMs marketing

stimuli in the shape of product, promotion, price and distribution strategy. &onsumer often purchase new

products that are associated with a favourable viewed brand name. The term consumer behaviour refers to

the behaviour that consumer displaying searching for purchasing, using, evaluating and disposing of

products and services that they expect will satisfy these needs.

The study of consumer behaviour in the study of how individuals make decisions to spend their available

resources #time, money, effort' on consumption related items. 0t includes the study of what they buyP, why

they buyP, when they buyP, where they buyM, how often they buyP and how they useP

O/4ECTI%ES OF THE STUDY(

The main ob)ective is to determine the current consumer behavior levels of the customers with

regards to $ig $a?aar.

To study and analy?e consumer shopping behavior towards $ig $a?aar.

To assess the behavior level of different type of customers shopping at $ig $a?aar.

To identify what type of strategies are suitable for the company to reach the targeted

customers.

To find out the factors which influence the consumption of the products in $ig $a?aar.

To identify effective advertising sources which are influencing customer purchasing

behavior at $ig $a?aar.

%/


26/43

RESEARCH 'ETHODOLO)Y

The survey technique is intended to secure one or more items of information from a sample of

respondents who are representatives of a larger group. The information is recorded on a form

known as questionnaire. As data are gathered by asking questions from persons who are believed

to have desired information, the method is known as questionnaire technique.

REASONS FOR #IDE USE OF THIS 'ETHOD(

• 0t can secure both quantitative and qualitative information directly from the respondents.

• 0t is the only method of directly measuring attitudes and motivations.

• 0t is quite flexible in terms of the types of data to be assembled, the method of collection

or the timing of research.

'ea!i!& of Researc$

According to 6. !lessinger and 2. !tephenson in the *ncyclopedia of social sciences define

research as the manipulation of things, concepts or symbols for the purpose of generali?ing to

extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in

the practice of artP.

TYPES OF RESEARCH

. *xploratory Research,

%. 6escriptive Research,

E5ploratory Researc$(

*xploratory research studies are also termed as formulate research studies. The main

purpose of such studies in that of formulating a problem for more precise investigation or of

developing the working hypothesis forms an operational point of view.

Descripti*e Researc$(

6iagnostic Research studies determine the frequency with something occurs or its association

with something else. 0n this pro)ect, information pertaining to customer needs satisfaction and

their demographic profile was collected( hence it is a descriptive research.

%


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67 Priary data(2eaning< rimary sources of data are the data which needs the personal efforts

of collect it and which are not readily available. rimary source of data are the other type of

source through which the data was collected.

Follo8i!& are fe8 8ays i! t$e data 8as collected(

62 9uestio!!aires( 0t is the set of questions on a sheet of paper was being given to fill it, bases

on which the data was interpreted.

:2 Direct i!ter*ie8i!&( 6irect interviewing involved the process where 0 asked the questions

directly to the customers and 0 got the feedback.

:7 Seco!dary data(!econdary sources are the other important sources through which the data

was collected.

These are the readily available sources of the data where one had need not put much effort to

collected, because it is already been collected and part in an elderly manner by some researcher,

experts and special.

T$e seco!dary sources $elpful for t$e study 8ere

' Text books like marketingmanagement research methodology Advertisement and sales

promotion etc.

%' 0nternet was made use for the collection of the data

' >ewspapers were also referred.

1' $usiness maga?ines were referred.

;7 Saple si1e($y using )udgment random sampling technique BB respondents are selected for

the purpose of the study.


28/43

SCOPE OF THE STUDY

2y scope is limitation to one $ranch #RA8A80 >A7AR'. The scope of the study is to identify

the consumer behavior towards $ig $a?aar. 0t is aimed at enlightening the company about

different steps to be taken up to increase the share of $ig $a?aar with regard other competitors

and also to make the company to provide better customer services. The scope of the study is only

confined to the area covered under $angalore and only confined in studying about the consumer

behavior towards $ig $a?aar.

LI'ITATIONS(

Time has been a ma)or constraint throughout the study as it has been only for duration of

months.

As this survey was restricted to $angalore this cannot be stated as an in depth research on

this sub)ect.

*nough care is taken in formulating the questionnaire, still some errors may creep in.

The consumer behavior varies according to different products.

Quality verses price was not taken into the consideration.

The pro)ect is based on the interview methodology by a sutured questionnaire and the personal

skills of the person undertaking the pro)ect affect the results.

%I


29/43

CHAPTER I%

DATA ANALYSIS

AND INTERPRETATION

967 Respo!de!ts i! )e!der@

Ta,le !o6 Nu,er of Respo!de!ts i! )e!der

Saple si1e( 6BB

ANALYSIS

The above table shows CCG of the respondents are male, %G of the respondents are

female

C$art No 6 " S$o8i!& Respo!de!ts i! )e!der

Male Female0

10

20

30

40

50

60

70

80

90

77

23

Genders

Saple si1e( 6BB

INTERPRETATION

+rom the above graph we can interpret that ma)ority of the respondents are male and other are

female

%H

)e!der No of Custoers Perce!ta&e

2ale CC CCG

+emale % %G


30/43

9:7 A&e &roups@

Ta,le No : Custoers A&e &roups

Saple si1e( 6BB

ANALYSIS

The above table shows BG of customers are age group of less than %/ ; 1IG are age group of

%/-/ ; CG are age group of /-1/ ; G are age group of 1-// and %G of them are age

group of / and above

C$art No : S$o8i!& Custoer A&e &roups

30

48

173 2

No of Customers

less than 25 25-35 36-45

46-55 56 and aboe

Saple si1e( 6BB

INTERPRETATION

+rom the above graph we can interpret that ma)ority of the respondents are age group of %/-/

from this we can say that large of visitors to $ig $a?aar are age group of %/-/ and BG of

B

A&e )roups No of custoers Perce!ta&e

5ess than %/ B BG

%/-/ 1I 1IG

/-1/ C CG

1-// G

/ and above % %G


31/43

visitors are age group less than %/. =ence company should concentrating on attracting customers

of age group from less than /

9;7 'arital Status@

Ta,le No; Respo!de!ts 'arital Status

'arital Status No of Custoers Perce!ta&e

2arried B BG

Fn married 1B 1BG

Saple si1e( 6BB

ANALYSIS

The above table shows BG customers are married and 1BG of customers are unmarried

C$art No; S$o8i!& Respo!de!ts 'arital Status

60!

40!

Marital Status

Marr"ed

#nmarr"ed

Saple si1e( 6BB

INTERPRETATION

+rom the above graph we can interpret that BG of the respondents are married and reaming

1BG respondents are unmarried as we conclude ma)ority of customers are married thenunmarried. =ence the company should focus more on married people


32/43

9


33/43

+rom the above graph we can interpret that ma)ority of respondents belong to income level of

BBBB-%BBBB per month ; %BG belong to less than BBBB. =ence we conclude the company

should focus on targeting customers belong to income level of less than BBBB

9=7 Ho8 fre.ue!tly do you *isit /i& /a1aar@

Ta,le No= Respo!de!ts fre.ue!tly *isiti!& /i& /a1aar

Fre.ue!t *isit No of Custoers Perce!ta&e

Twice in a week G

"nce in a week B BG

"nce in /days %B %BG

"nce in month I IG

As and when required %/ %/G

Saple si1e( 6BB

A!alysis

Above Table shows that G of respondent visit twice in a week ; BG of respondents visit

once in a week ; %BG visit once in /days ; IG of respondents visit once in month and

remaining %/G of respondents visit as and when required

C$art No= S$o8i!& Respo!de!ts fre.ue!tly *isiti!& /i& /a1aar

13

30

20

18

25

Visitors to Bigbazaar

'("%e "n a (ee) *n%e "n a (ee)

*n%e "n 15 da+s *n%e "n Month

,s and (hen reu"red

Saple si1e( 6BB

INTERPRETATION


34/43

Above 7raph shows that ma)ority of customers visit once in a week ; %/G visit as and when

required ; %BG visit once in /days, we conclude that ma)ority of customers visit as and when

required and once in a week. =ence company should increase visitors by providing more

promotion offers and create awareness about the offers to customers

9>7 #$at is t$e ai! purpose of Purc$ase@

Ta,le No> Respo!de!ts ai! purpose of Purc$ase at /i& /a1aar

Purpose of Purc$ase No of Custoers Perce!ta&e

ersonal usage // 11G

To 7ift G

Regular home Fsage /B HG

*vents and &elebrations / 1G

Saple si1e( 6BB

A!alysis

Above Table shows that 11G respondents purchase for personal usage ; G to gift ; HG

purchase for regular home usage and remaining 1G purchase for events and celebrations

C$art No> S$o8i!& 'ai! purpose of Purc$ase at /i& /a1aar

&er%enta.e0

10

20

30

40

50

44

13

39

4

/ur&ose of &ur%hase

/ersonal #sa.e 'o G"ft

e.ular home usa.e ents and Celebrat"ons

Saple si1e( 6BB

INTERPRETATION

1


35/43

+rom the above 7raph we can see that 11G of the respondents purchase for personal usage ;

HG purchase for regular home usage and remaining to gift ; events and celebrations, we

conclude ma)ority of customer purchase for personal and home usage.

9?7 #$ic$ type of products do you Purc$ase ore i! /i& /a1aar@

Ta,le No? Types of products Purc$ased ,y Respo!de!ts i! /i& /a1aar

Types of Products No of Custoers Perce!ta&e

rocess food and staples 1B %G

&lothingD+ashion B %G

=ome fashion %B G

Oegetables and fruits 1% %G*lectronics H BG

Ftensils and &rockery G

Saple si1e( 6BB

ANALYSIS

The above table shows that %G of respondents purchase process food and staples ; %G

purchase clothingDfashion ; G purchase home fashion ; %G purchase vegetables and fruits

;BG purchase electronics and remaining G purchase utensils and crockery

C$art No? S$o8i!& Types of products Purc$ased ,y Respo!de!ts i! /i& /a1aar

21 21!

32 32!11 11!

23 23!

10 10! 3 3!

Products Purchased more

/ro%ess food and

ta&les

Cloth"n.Fash"on

ome Fash"on e.atables and Fru"ts

le%tron"%s #tens"ls and Cro%)er+

Saple si1e( 6BB

/


36/43

INTERPRETATION

+rom the above 7raph we can see that ma)ority %G of customers purchase clothingD

+ashion ; %G-%G of customers purchase process food, staples, vegetables and fruits and

remaining purchase home fashion, electronics, utensils and crockery

97 #$at is t$e reaso!s ,e$i!d Purc$ase i! /i& /a1aar@

Ta,le No Respo!de!ts reaso!s ,e$i!d Purc$ase i! /i& /a1aar

Reaso!s of Purc$ase No of Custoers Perce!ta&e

!atisfaction of roducts G

Reasonable price H %CG

2ore and good "ffers / 1G

*xtra facilities provided by $ig $a?aar % GSaple si1e( 6BB

ANALYSIS

The above table shows that G of respondents say they purchase because of satisfaction of

products ; %CG because of reasonable price ; 1G for more and good offers and remaining

G purchase because of extra facilities

C$art No S$o8i!& Reaso!s ,e$i!d Purc$ase i! /i& /a1aar

at"sfa%t"on of /rodu%ts

easonable /r"%e

More and .ood *ers

tra Fa%"l"t"es

0 5 10 15 20 25 30 35 40 45 50

11

27

46

16

Reasons behind Purchase

Saple si1e( 6BB

INTERPRETATION


37/43

+rom the above 7raph we can see that ma)ority of the respondents purchase because of more

and good offers ; %CG purchase because of reasonable price and remaining purchase because of

extra facilities and satisfaction of products

97 Ho8 ofte! do you as+ for Assista!ce fro staff 8$ile purc$ase@

Ta,le No Respo!de!ts as+i!& Assista!ce fro staff 8$ile purc$ase

Assista!ce fro staff No of Custoers Perce!ta&e

Almost always H HG

+requently %/ %/G

!ometimes /1 /1G

>ever % %GSaple si1e( 6BB

ANALYSIS

The above table shows that HG of customers take assistance from staff almost always ; %/G

take frequently ; /1G of customers take assistance some times and remaining %G never

C$art No S$o8i!& Custoers Assista!ce fro staff 8$ile purc$ase

,lmost ,l(a+s Freuentl+ omet"mes Neer0

10

20

30

40

50

60

9

25

54

12

Assistance from sta

Saple si1e( 6BB

INTERPRETATION

C


38/43

+rom the above 7raph we decide that HG of the customers take assistance from staff always ;

where as %/G take help frequently ; /1G have taken assistance sometimes and %G will not

depend on others. +rom the collected data, we can say that the minority of customers take

assistance from the store staff sometimes

96B7 Ho8 do you feel t$e prici!& of products i! /i& /a1aar@

Ta,le No6B Respo!de!ts perceptio! to8ards t$e prici!& of products i! /i& /a1aar

Prici!& of /i& /a1aar No of Custoers Perce!ta&e

*xpensive / /G

&ompetitive G

Affordable I IGReasonable 1 1G

Saple si1e( 6BB

ANALYSIS

The above table shows that /G of respondents said they feel prices are expensive ; G said as

competitive ; IG as affordable and remaining 1G as reasonable

C$art No6B S$o8i!& Custoer Perceptio! to8ards t$e prici!& of products i! /i& /a1aar

516

38

41

/r"%"n. of ".ba:aar

&ens"e Com&et"t"e ,ordable easonable

I


39/43

Saple si1e( 6BB

INTERPRETATION

+rom the above 7raph we can see that ma)ority of customers feel prices as reasonable ; IG as

affordable and remaining as competitive and expensive. =ence we conclude ma)ority of

customers have good perception toward the pricing of the products

H


40/43

CHAPTER V

!"#!"$S% S&$$EST!'"S ( C'CC)&S!'"

!"#!"$S

Fro t$e respo!ses of 6BB custoers t$e fi!di!&s ca! ,e listed as(

As per the findings CCG of male customers are come to $ig $a?aar for shopping

The customers who are mainly age group of %/-/ years are shopping at $ig $a?aar

As per the findings, 2a)ority of customers of income level less than BBBB visit to $ig

$a?aar

As per findings, 2a)ority of the respondents are visits $ig $a?aar once in a week. $y

this, we can say that most of the customers are coming to $ig $a?aar regularly

As per findings, 2a)ority of the respondents are purchasing for the purpose of personal

usage and regular home usage

As per findings, 2a)ority of the respondents are interested to shopping at clothingD

fashion

As per findings , /G of customer prefer in $ig $a?aar for more and good offers

As per findings, most of the respondents are taking assistance from the store staff during

purchase period. 9e can say that customers take assistance from staff when they

shopping in $ig $a?aar

2a)ority of the customers are rate for reasonable pricing in $ig $a?aar

As per the findings, ma)ority of the customers choose the $ig $a?aar for the availability

of variety of products as well as offers and discounts

2a)ority of the respondents are interested to visit $ig $a?aar when compare to other

As per findings, ma)ority of customers are making use of payback card

As per findings C%G of customers prefer to shop on 9ednesday $a?aar

1B


41/43

All most all customers said there overall experience is good at $ig $a?aar

As per the findings, almost all of HG of the respondents are recommended to others for

shopping in $ig $a?aar

As per findings, as must as CG of the respondents to suggest the $ig $a?aar to give

more offers and discounts

As per findings ma)ority of customers are having awareness of $ig $a?aar from

advertisement

As per finding, ma)ority of IG of customers are attracted to $ig $a?aar by TO-ads

2a)ority of customers suggested $ig $a?aar that TO-ads can reach easily to customers

RECO''ENDATIONS

As attempt has been made to suggest to the $ig $a?aar a few measures. These suggestions have

been made within the preview of the data available

' The company has to conduct the periodical meeting with customers and take their

valuable suggestion

%' The company may adopt policy of payback cards and gifts to customers while purchasing

the products

' The store staff should be trained adequately so as to convince the potential buyers,

because his performance on )obs has great impact on sale of the products1' 2ost of the customers belongs to age group of less than %/ years. !o, company has0 to

concentrate on those people to enhance the sales

/' 2oreover, the company has to concentrate more on the customers of age group %/-/

years to enhance the sales

' $ig $a?aar should provide more offers and discounts to attract new customers

C' The company should go with TO-ads and newspaper in order to reach customers

CONCLUSIONS

The study has basically helped to know the&ustomer behavior towards $ig $a?aar and what

influence people shop at $ig $a?aar. 2ost of the consumers are influenced by the offers and

1


42/43

price discounts in $ig $a?aar. $ig $a?aar has great offers for their customer that acts as the

motivating actor, which brings customer to $ig $a?aar.

The ma)ority of consumersM perception is almost all the products are available at one roof with

one stop shopping experience. &ustomers shop more in the +ood $a?aar and &lothing in $ig

$a?aar. &ustomers feel that big ba?aar has variety of products available in various departments.

&ustomer feels that shopping with $ig $a?aar is convenient.

The more than C%G of customers prefer to shop on 9ednesday $a?aar compared to other offer

days

/I/LIO)RAPHY

Te5t /oo+s

&onsumer $ehavior< Albert 8. 6ells $ittas

&onsumer $ehavior< 6avid 5. 5oudon

1%


43/43

rinciples of 2arketing< hilip :otler

2arketing 2anagement< hilip :otler

#e,sites(

www.consumerbehavior.com

www.bigba?aar.com

www.panthalone.com

www.futuregroup.com
http://www.consumerbehavior.com/http://www.bigbazaar.com/http://www.panthalone.com/http://www.bigbazaar.com/http://www.panthalone.com/http://www.consumerbehavior.com/

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Project - Consumer Behaviour Towards Big Bazar

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