A Project Report on CATCHMENT ANALYSIS

At

RIVERSIDE MALLUnder the Guidance of  Mr. Shikhar Srivastava 

ByPiyushMaurya

MBA Batch 2013 – 2015

 Roll. No.13126

V.B.S. Purvanchal UniversityJaunpu

Big Bazaar Riverside Mall

Riverside mall is situtated next to Hotel taj  Residency in Gomti Nagar. The mall opened

a year back and has brands like Big Bazaar,

Barista Lavaza, Barbeque Nation, Zero Degree  Pub in addition

to Inox Multiplex. Although more brands are yet to open their

stores in this mall, the mall has good Parking

Space

Catchment Analysis of Big Bazaar River side

Location of Big Bazaar River side mall (Inox)

About Riverside Mall

Riverside mall is situated next to Hotel Taj  Residency in Gomati Nagar. The mall opened a year back and has brands like Big Bazaar, Barista Lavaza, Barbeque Nation, Zero Degree  Pub in addition to Inox Multiplex. Although more brands are yet to open their stores in this mall, the mall has good Parking Space

Built up Area•40,000 Sq.Ft.

Footfall•2,500 to 3,000

Section at Big BazaarSecond Floor

First Floor

Ground floor

•Elecronics•Footwere•Home Fashion

•BB Fashion•Kids Section•Stationary

•Food Bazaar•Home Care

CATCHMENT ANALYSIS

Catchment analysis is one of the most effective tools for determining where and how to conduct your business. If you have a grasp on what type of people are most likely to purchase your products or services. You can seek out the location and the marketing plans that give you the best opportunity to reach those people. If you are trying to reach a large group of similar customers, you can study their spending trends, lifestyles, and much more. You can no longer simply choose a populous area in which to set up shop, and then hope to compete.

Primary catchment area 0f River side mall

•Viram Khand, Gomti nagar •Vikash Khand, Gomti nagar•Vivek Khand, Gomti nagar •Vipul Khand, Gomti nagar •Vineet Khand, Gomti nagar•Viraj Khand, Gomti nagar •Vishwas Khand, Gomti nagar•Virat Khand, Gomti nagar•Viraj Khand, Gomti nagar 

Competitor AnalysisGlobus

Opening Year 2005Average Monthly sale 70 lakhsRetail Area 35000 sq. ft.Distance From Big Bazaar 4 KmCompetitor Shoppers stopMarket Strategy & Specifications Newspapers , Hoardings

Spencer’s Spencer’s Spencer’s Spencer’s

Spencer’sOpening Year 2011

Average Monthly sale 4 CroresRetail Area 25,000 sq. ft.Distance From Big Bazaar 1 kmCompetitor Big BazaarMarket Strategy& Specifications Customer Service and . quality goods

West Sides

•Opening Year 2006

•Average Monthly sale 1.5lakhs•Retail Area 25000 sq. ft.

•Distance From Big Bazaa r 4 Km•Competitor Shoppers stop• •Market Strategy and Specifications Hoardings, Television ads ,• Newspapers .

Reliance Digitals

Opening Year 2011Average Monthly sale 1.5lakhsRetail Area 11000 sq. ft.Distance From Big Bazaar 4 KmCompetitor Shoppers stopMarket Strategy and Specifications Hoardings, .. Television&Newspapers

Important factors considered for Catchment area analysis

Land area Telecom Operator   Population Income types   Age distribution Average shopping time   

Household size and type Poverty Status   Marital status Occupation   Family size and type working women   Owner occupied housing Fertility rates   

Spending Vehicle owners

Objective of the study 

To know the effective market strategy which influence customers to purchase products of Big Bazaar.

To know whether Big Bazaar is getting its customers or from target locations or not.

To know overall its customer’s profile.

30%

39%

24%

3% 3%

2%

Household Monthly income

Less than 10,000 10000-2000020000-30000 30000-4000040000-50000 more than 50000

•The house hold income between 10,000-20,000 is 39% which is highest income of customers.

•2nd highest income 30,000-40,000which is 29%.

•Customers have 20,000-30,000 house hold income is 24%

•Rest of these 3% are30,000-40,000 and also 3% customers have less than 10,000 house hold income.

•There are only 2% customers are visit Big bazza having their income more than 50,000.

95%

5%

Visit Big Bazaar

Yes No

In the catchment market of Riverside mall 95% were visit Big Bazaar

28%

61%

4% 7%

Buy Food & Grocery

B.B Local Market Spencers Other

•Mareket catchment respons 61% people buy food ang grocery from local market .

•There are 28% people are buy their food & grocery from big bazaar.

•And rest 7%, 4% are purches their food & grocery from other market and spencer respectivaly

64%

36%

Know Current offers of Big Bazaar

Yes No

14%

12%

63%

11%

From Where?

News Paper Radio Visiting Stores T.V

•There are 64% people know about current offers of big bazaar . Out of these 63% are know from visit big bazaar,14% from news paper, 12% from radio and 11% from T.V.•Only 36% are not know about current offers of big bazaar.

ANLYSIS OF

INSTORE DATA

76%

24%

Gender

male female

In the catchment analysis of in store there are 76% are male Only 24% are female .

6%

20%

29%

22%

11%

8%

2% 3%

Age group

Age Upto 20 Age 21-25 Age 26-30Age 31-35 Age 36-40 Age 41-45Age 46-50 Age Above 50

Out of total 415 respondent 76% are Male and 24% are Female. There are 20% respondent are from age group 21-25 years. 29% are from 26-30 years. 22% respondents are from the age group 31-35 years. 10% are from 36-40 and 8% from 41-45 age group. 2%, 6% and 3% are from 46-50, upto 20 and above 50 years respectively.

58%42%

House

House own House rented

In total 415 respondents 24% respondents are doing Business, 23% are Self employed and 20% are Students. 14% are Salaried, 11% are Govt. service, 8% are housewife. and 0% is retired. 58% respondents live in their own house and 42% live in a rented house. Interpretation: Most of the people coming to big bazaar are doing Business. Self employed are in 2nd largest number coming to big bazaar. Then students come to big bazaar are in largest number. Most of the people coming to big bazaar are living in their own house

14%

23%

24%

11%0%

8%

20%

Profession

Profession Salaried Self employedBusiness Govt. service RetiredHousewife Student

47%

8%

29%

16%

Vehicle Own

Vehucle Own

1% 1%

23%

6%

45%

23%

Mode of Transport

Rikshaw Vikaram autobus Bike/Scooter Car

47% of the respondents have Bike/Scooter. 29% have both bike and car. 8% have car and 16% respondent don’t have any vehicle and out of total 415 respondents 45% travel with bike/scooter. 25% travel 24% with car. 23% respondents’ mode of transport is auto. 6% travel with bus and only 1% with vikaram and 1% travel with rikshaw.

Interpretation: Highest number of people coming to big bazaar has bike/scooter and mode of transport of most of the people is bike/scooter.

7%

33%

30%

6%

10%

13%

House hold IncomeLess then 10,000 10,000<20,000 20,000<30,000 30,000<40,00040,000<50,000 More than 50,000

Highest percentage of respondents i.e. 33% is having monthly household income 10,000- 20,000 rps. Second highest respondents is 30% is having monthly income 20,000-30,000 rps . Third Highest number of respondent is more than 50,000 rps. And then 10% is 40,000-50,000 ,7% is less than 10,000 rps and 6% is 30,000-40,000 rps.

Interpretation: There is no any such income level of which most of the people coming. People from the entire income groups come to big bazaar.

44%

5%6%2%0%0%

3%1%

3%4%

13%

4%1%

2%

8%

1% 3%

Location of respondents

Gomti nagar Alambagh Aliganj Aminabad Ashiana Awas VikasChowk Daliganj Faizabad Hzratganj Indra nagar JankipuramKaiserbagh Kalyanpur Mahanagar P.G.I sitapur Road

Out of total 415 respondents 44% are from Gomti Nagar and 13% respondents are from Indra Nagar. Percentage of respondents from Mahanagar 8% , Aliganj 5%, Aminabad 2% and Ashiana/ Awas vikas/ Chowk, daliganj/ Faizabad Road/ Hazratganj/ Jankipuram /kaiserbagh/ kalyanpur/ P.G.I /Sitapur Road is 1% to 4%. Interpretation: Since Gomti Nagar is nearest area to Big Bazaar Riverside Mall hence people from Gomti Nagar visit to Big Bazaar are in highest number. Then people from Indra Nagar are come to Big Bazaar are in larger number.

1%0%1%

97%

Spending on food & grocery

Less then 1000 1000<15001500<2000 More than 2000

41%

2%12%

43%

1% 2%

buy monthely Grocery

Big Baazaar Vishal Mart Spencer's

Local Kirana Store Wholesale Market Other

Out of 415 respondent 97% spend more than 2000 rps per month on food and grocery. Only 1% respondents respondents spends 1500<2000, 1000<1500, less than1000.40% respondents buy their monthly food and grocery from big bazaar. 43% buy from local kirana stores. 12% buy their monthly grocery from Spencer’s. 2% from Vishal Mart, 1% from Wholesale Market and 2% from buy there from others.

22%

26%

12%

40%

If Week than which week of month

1st week 2nd week3rd week Last week

Out of 415 respondents 46% buy their food and grocery once in a month, rest 41% buy in every week and 13% buy their food and grocery every 15 days.Out of the 415% respondents who buy their grocery weekly 40% prefer buying in last week, 26% in 2nd week, 22% in first week and only 12% prefer buying in 3rd week.

41%

13%

47%

How often shop for food and grocery?

Every week

every 15 days

once in a month

37%

12%

51%

Which Day you prefer shopping

Mon/Tue/Wed Thu/FriSat/Sun

51% respondent prefer to shop on Saturday and Sunday and 37% on Monday, Tuesday and Wednesday. Only 12% prefer to shop on Thursday and Friday.

1%4%

3%

92%

spending on clothes/monthLess then 1000 1000<1500 1500<2000More than 2000

28%

13%

3%19%1%4%

9%

23%

Shoping for clothing

Big Bazaar Vishal Mega MartMax PantaloonsWestside Globus

92% respondents spend more than 2000 per month. 4% respondents spend 1000-1500 rps per month, 1% spend 1500-2000 rps per month and 1% less than 1000 rps per month on clothes.

Out of 415 respondents 28% buy clothes from big bazaar. 23% people buy clothes from local market, 19% from Pantaloons, 13% from Vishal Mega Mart and Vishal Mega Mart and 9% from shoppers stop. Only 4% ,3%, 1% buy clothes from Globus, Max and Westside.

Maximum number of people coming to big bazaar buys clothes from Big bazaar and then from local market. Vishal Mega Mart is the biggest competitor of Big Bazaar in clothes.

30%

20%32%

18%

Prefer shoping day

Ocacasionlly Marriage/Party religious festival Sales/Offer

Out of total respondent 32% buy clothes occasionally, 30% buy clothes at the time of ocasionally, 20% at the time of marriage/party and only 18% at the time of sales/offers.

Highest percentage of people buys clothes religious festival, 2nd highest percentage of people buy clothes occasionally when they find something good or when they need it. There is no specific function on which they buy clothes. Also sale and offers also influence customers to buy clothes.

12%

0%

2%1%

0%

1%

84%

0%

ELRCTRONICSBig Bazaar V Plus StoreSpencer'sJumboE ZoneWholesale marketNearby StoreVishal

•Out of total respondents 84% buy electronics from nearby stores. 12% respondents buy electronics from Big Bazaar and 1% to 2% from wholesale market/jumbo/ezone/spencers etc.

•only 12% people buy electronics from big bazaar. Most of the people still buying electronics either from local market . Hence these two are the major competitor of Big Bazaar in electronics.

2%

22%

0%

1%

67%

8%

Shop for furniture

Big Bazaar

Home Town

Spencer's

Wholesale Market

Local Market

Other

67% respondents buy furniture from local market. Only 2% respondents buy furniture from Big Bazaar and 22% from Home Town. 8% respondents buy furniture from others and only.

Most of the people still buying furniture from local market. It is a biggest competitor of big bazaar. 22% respondents buy furniture from Home Town hence it is also a major competitor of Big Bazaar.

T24 Payback Profit Club

Series1 215 220 204

197.5

202.5

207.5

212.5

217.5

222.5

215 220 204

LOYALTY PROGRAM

T24 Payback Profit Club

Series1 152 133 113

10

30

50

70

90

110

130

150

152 133 113

MEMBER OF LOYALTY PROGRAM

•Out of 415 respondents 215 respondents are aware of T24 program but only 152 respondents are member of it. Similarly 220 respondents are aware of payback card but only 133 respondents are member of it. Only 204 respondents are aware of profit club but 204 respondents are member of it.

• 52% respondents are aware of T24 but only 36% have T24. So we have to change our policies so that more people became member of loyalty program. Only 48% respondents are aware of profit club that is too less hence we need to increase awareness of profit club among our customers.

Reasonable Price of products is most critical factor why people come to mall hence we should focus on Price of products. Hence low prices can attract more customers to Big Bazaar Variety is also one of the major factors why people come to mall.

0% 8%

67%

24%

time you spend on shoppin

Upto 30 mins 30mins-1hr1hr-2hr more than 2 hr

46%

32%

13%

8%

1%

CRITICAL FACTOR TO VISIT MALL

price variety proximityone roof others

67% respondents spend 1hr-2hrs in shopping and 25% respondents spends more than 2 hrs. and only 8% respondents spend 30mins-1hr in shopping.

Out of 415 respondents 46% came to mall because of good price. 36% respondents come to mall because of they get products of different variety. For 13% proximity is most critical factor. For 8% respondents one roof is most critical factor in visiting mall.

45%

50%

1% 3%

SHOPPING WITH

friends family parents alone

80%

7%11%

0%2%

FINAL DECISION MAKER

self spouse familyparents other

51% respondents prefer shopping with their family, 45 % prefer shopping with friends, 3% do shopping alone and only 1% prefer shopping with parents.

80% take decision in shopping by self, for 11% respondents their family is decision maker and for 7% respondents their spouse is decision maker in shopping. Only 2% others.

: Since most of the respondents are of age group 21-35 hence they prefer to go to shopping with their family.

28%

27%10%1%

15%

15%

4%

1%

KNOW ABOUT BIG BAZAA

word of mouth newspaperhoardings mobile vansvisited a store tvbanners other

Most of the respondents i.e. 28% respondents know about Big Bazaar while word of mouth. 27% came to know through newspaper and 15% come to know from visited stores and 15% came to know from TV.

Since it is a Residential and corporate area most of the people came to know about Big Bazaar from word of mouth. Newspaper is most effective media through which people come to know about big bazaar. Advertisement in t.v is also a effective media of communication But Hoardings, , Banners and mobile Van is not that much effective. Among these Mobile Van is least effective.

price quality variety Style/fashion sale/Offer

E 29 86 271 24 5

VG 38 126 201 36 6

G 29 114 211 56 5

M 22 107 210 66 10

NS 47 93 213 57 4

5%15%25%35%45%55%65%75%85%95%

29 86 271 24 5

38 126201

366

29 114 211

565

22 107 210

66 10

4793 213 57

4

PEOPLE RATE FOLLOWING

NS

M

G

VG

E

Most of the respondents rated Good to all the categories. 26% respondents rated Very good to quality. Only 20% respondents rated Excellent to quality. We need to improve quality. We should also improve style and fashion only 10% rated excellent to it. Variety is playing good we have succeeded to it.

24%

13%

15%

36%

1% 9%

1% 0%1%

Which newspaper do you read?

Hindustan Times Times of india DAINIK BHASKARdainik jagran Navbharat Times Amar UjalaRashtriya sahara I Next Other

15%

20%

11%7%

11%2%4%

24%

6%

TELECOM OPERATUR

Airtel Vodafone ideaReliance Tata Docomo T24UNINOR BSNL Aircel

36%

32%

31%

1%

RADIO CHANNEL

91.1 Radio city 98 Radio mirchi93.5 Red FM 100.7 AIR

36% respondents read Dainik Jagran, 24% respondents read Hindustan Times and 15% read Dainik Bhaskar. 13% read Hindustan times and only 9% read Amar ujala. Rest 1% read Rastiya sahara and 1% read other newspapers.

Maximum number of respondents uses Bsnl(24%) Vodafone(20%) Tata Docomo (11%), Idea(11%),. Only 2% respondents use T24.

36% of respondent listen to 91.1 Radio city , 32% respondent listen 98 radion mirchi and 31% Red FM.only 1% respondents listen to 100.7 AIR FM.

Most of the people read Dainik Jagran and Hindustan Times hence we should use these newspapers for advertising. Only 2% respondents are using T24 which is very low. 91.1 Radio City and 98 Radio Mirchi are most popular radio channels among people so we should focus these two channels for advertising.

87%

13%

Pay Attiontion to Ads

Yes No

41%

11%9%

39%

Where?

Where? T.V RadioMagazines All Three

Out of 415 respondents 87% pay attention to ads. Most of them pay more attention to TV ads. 39% pay attention All the three. 11% to radio and 9% pay attention to Magazine/Newspapers. 5% respondents pay attention to all the three.

Most of the people pay attention to TV ads hence we should focus on this media.

91%

9%

Recommend us to others

Yes

No

91% respondents recommended Big Bazaar to others.

Out of 415 there are 91% people are satisfied with the Big Bazaar and they recommend it to other people.

Findings:•Generally youth and women’s are the main customers at Big Bazaar.•Print media has a great impact on customers they are getting aware about new products and related offers.•Due to availability of all products under one roof and nearby their house helps customers to shop weekly and shop fresh every time.•Groceries and clothes are the main items purchased by the customers and they are aware about big bazaar brands and mostly are satisfied with them.•All the customers want that their time should not waste after shopping, number of cashiers should be increased and waiting process management should be made good.•Very few people are member of loyalty programs because there are many options for them they buy things find it more suitable.•Customers are not satisfied with the fashion/style of products.•Many of the time lift is not working or ac is not working this give good shopping experience to customers.•Number of employees at each section is less hence customer find it more difficult to get products according to his choice.

Conclusion:•The study concludes that majority of the customers prefer shopping at big-bazaar, because of product variety, quality, service facility, reasonable prices which make the customers feel more comfortable in visiting the store again & again. •Customers shop more in the food bazaar and the men’s wear department in Big Bazaar.•Customers feel that Big Bazaar has variety of products available in various departments•Considering the fact that there are a lot middle class families in India, Big bazaar has had a huge impact on the middle class section of India, the prices, quality and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar but near river side mall population are rich and maximum number of customers are business man they want some more popular brand for attract in this big bazaar.•Big bazaar has been known for its great sale and great offers & discounts. Big bazaar has had long lines of people waiting to get into the store(food section during offers for tagging) for the sale. Therefore, the sales that Big Bazaar has had increased in a huge way due to offers & discounts, thus this has been one of the main advantages of Big Bazaar.

Suggestions

To attract more customers, big bazaar needs to offer more brands/fashion of products

Advertising through banners mobile vans needs to be improved

Sign boards which show restrooms and trail rooms should be visible to the customers.

Big bazaar can improve their customer satisfaction level, by providing better service like home delivery etc.

THANK YOU