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Customer profilation and catchment analysis

of Big Bazaar (Millan Mall)

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Opening of the store

6th May 2007

Build up area - 41,548 sq ft

Retail Area - 18, 969

Major Crowd Puller for

Milan Mall

Big bazaar Level 2 and 3

Pantaloons , E Zone Level 1

Biba , Bombay Blues Ground Level

Average Contribution

Food - 60 %

Fashion - 20 %

G M - 20 %

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CLUSTERS OF SUB-URBS

Milan Mall

Areas that Fall under are :-

Santacruz

Ville Parle

Khar

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Vile Parle

SantacruzJuhu

Vakola/Kalina

Khar

West

North

East

South

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Gujrati 25 %

Muslim 19 %

Marathi 15 %Sindhi 08 %

Christian 07 %

Punjabi 06 %

U P 06 %

Marwadi 05 %

Konkani 05 %Malyali 01 %

Kannadize 01 %

Tamil 01 %

Telugu 01 %

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Santacruz (E)

Western ExpressHighway

Nehru Road

Kalina- Kurla LinkRoad.

Santacruz (W)

S.V. Road,

Juhu Road,

Juhu Tara Road

Linking Road

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Starts from Military Camp to the suburb ofKurla

Cosmopolitan area with a number ofschools, colleges and Kalina Campus of theUniversity of Mumbai.

Residential areas Old & New Air India

colony & Sunder Nagar. Midway between Santacruz & Kurla.

Proximity to Bandra-Kurla Complex.

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Starts from Western Express Highwayconnects Mumbai's Town and suburbs, up toMilitary Camp.

Densely populated region with Hindus,Muslims and Catholics

Vakola Bridge, Vakola Pipeline, Vakola

Masjid & Military Camp. Roads - Western Express Highway, Nehru

road.

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Reserve Bank of India Quarters

L I C, Colony

Rizvi Park Dheeraj heritage Residential

Best Staff Quarters

Daulat Nagar Pioneer Heritage 1 to 5

Khira Nagar.

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Khira Nagar- Number of Houses: 640- Population: 2400 - 2600- Special Functions/Gatherings:Celebrate Ganesh Utsav,

Navratri, Holi & EID

Rizvi Nagar- Number of Houses: 100

- Population: 500- Special Functions/Gatherings:EID

Rizvi Park- Number of Houses: 180 (4 blockswith 45 flats)

- Population: 700

LIC Colony- Officers quarters- Assistant quarters- Peon quartersNumber of housesPopulation

Daulat NagarNumber of HousesPopulation

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Parle Stn

JVPD

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Santa Cruz (West)

Arya Vidya Mandir Guru Harkrishan

High School

Podar InternationalSchool

Sacred Heart BoysHigh School

St. Lawrence HighSchool St. Teresa's Convent

High School

Santa Cruz (East) Air India Modern

School

Indian Airlines Ideal

School Kalina Education

Society (K.E.S.)

St. Anthony's HighSchool

St. Mary's High School,Kalina

Rev. C F AndrewsHigh School, PrabhatColony

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CollegesL.S.Raheja College of Arts & Commerce, Juhu Road

Mumbai College of Pharmacy, KalinaPatuck Technical Junior College, Vakola

St. Mary's Junior College, KalinaUniversities

University of Mumbai, the Vidyanagri campus,Kalina

SNDT Women's University, Juhu Road,SantaCruz(W)

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Location of ResearchBig Bazaar (Millan Mall)

Sample size512 Research instrumentQuestionnaire (customer

feedback form)

Sampling methodRandom sampling

Period of Research29th April to 8th June 2010

Data AnalysisData is analyzed by using SPSS 15.0

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91% of respondents were regular customers

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shopping pattern

apparels

29%

electromics

18%

utensils

34%

everything

10%

pick n shop

9%

apparels electromics utensils everything pick n shop

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83

109

53

21

93

0

20

40

60

80

100

120

1

reasons why BB is better

locationprices

stock

under one roof

variety

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0

20

40

60

80

100

Series1 Series2

Series1

Series2 2 5 9 52 31 39 13 96 3 29

C R

M

low

er

offer

s

orga

nize

prod

ucts

qual

ity

serv

ice

spa

ciou staff

vari

ety

Out of Total of 279

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Visit to other retailers

d-mart

13%

hypercity

25%

star-bazaar30%

spencers

11%

reliance14%

S B

7%

d-mart13%

S B7%

reliance

14%

star-bazaar

30%

spencers

11%

hypercity

25%

d-marthypercity

star-bazaar

spencers

reliance

S B

OUT OF TOTAL345

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OUT OF TOTAL345

Location/Near my home 135 27%

Offers 68 13%

Prices 51 10%

Under one roof / convenience 93 18%

Variety 68 13%

Quality 12 2%

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billing problems / Long que 130 25%congested 60 12%Stock Turnover 61 12%Un-organized 18 4%Trolleys 33 6%Quality of products / F and V esp 25 5%messy layout 18 4%staff not cooperative / Inadequate 62 12%Parking problems 31 6%Ambience 7 1%Home delivery not on time 4 1%No Non-veg frozen food section 10 2%

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Daulat nagar 26 5%LIC Colony 20 4%Santacruz 62 12%Andheri 35 7%Bandra 38 7%Goregaon 4 1%Juhu 14 3%Kalina 35 7%Khar 38 7%Khera nagar 22 4%Lohia Nagar 12 2%Pioneer heritage, SNTZ 17 3%Prahabat colony 14 3%Rizvi Nagar 9 2%Santacruz 63 12%Vakola 26 5%Vile-parle 45 9%RBI colony, poddar road 12 2%Milan subway 7 1%

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If you are an Observer,you are an observer

everywhere.We are an observer of

society and consumers.We observe everything

that is happening.

- Mr. Kishore Biyani

Founder and CEO, Future

Group

- The Week, may, 2010

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Loosing customer trust bank :-

Numerous complaints regarding the faultybilling

Confusing layout:-

Layout of the store is a bit confusing esp the

food bazaar section (Level 3) whichincreases the search time for customers forproducts

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Understanding store operations

In-Store promotions

Mango mela promotionsAkshaya trithiiPrice ChallengeR J Stylo-meterPehli tariikh

Monthly bachat bazaar

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Kirana stores and local retailers remainthe most preferred destinations for a

majority of shoppers across thecountry as compared to the sprawlingshopping malls

according to a country-wide survey conducted under the aegisof the Assocham Social Development Foundation,

April-March 2010

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Starting a page on Facebook and Twitter with regular ordaily updates of various offers for the day and otherspecial days promotions.

Will help in making BB connect directly to youth

Will help in increasing the brand recall and visibility forBB

Will help in changing the consumer buying habits andpatterns and shifting them to malls

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