Big Bazar Projecet

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COMPARITIVE VIEW OF BIG BAZAR

PROJECT REPORT

2011

Submitted for the partial fulfillment of the requirement for the

BACHLOR OF BUSINESS ADMINSTRATION

RETAIL INDUSTRY

BIG BAZAAR & VISHAL MEGA MART

SUBMITTED BY: DEEPA CHOUDHARYBBA 2 ND YR ‘A’

http://www.vishalmegamart.net/index.htm



INDEX

CONTENTS Page No.

ACKNOWLEDGEMENT 5

EXECUTIVE SUMMARY 6

Section 1: INTRODUCTION 7

A: - NEED OF THE STUDY

B: BACKGROUND

Overview & Historical Perspective

Section 2: COMPANY’S PROFILE 11

RELIGARE Commodities :

1) Introduction

2) Group of Companies

3) Description about company

Section 3: MARKET OVERVIEW OF INDIAN COMMODITY MARLKET 22

INTRODUCTION OF GOLD

RESEARCH METHODOLOGY 85

a) Type of Research

b) Data Collection

c) Sampling Unit & Size

d) Limitations

Section 4: DATA ANALYSIS

2



88

Section 5: CONCLUSIONS & RECOMMENDATIONS 97

BIBLIOGRAPHY 100

APPENDICES 101

1) Glossary

2) Questionnaire

3



CERTIFICATE

This is to certify that that the project entitled “Retail Industry- Big Bazaar and Vishal

Mega Mart” submitted by DEEPA CHOUDHARY (10) has been done under my

guidance and supervision in partial fulfillment of the requirement for the award of

BBA.

The work and analysis mentioned in this project report have been undertaken by the

candidates themselves and necessary reference have been recognized and

acknowledged in the text of the report.

Signature

4



DECLARATION

I hereby declare that the project report entitled ‘COMPARITIVE VIEW OF BIGBAZAR’ submitted for the bachelor of business administration in my original work andthe Project Report has not formed the

Basis for the award of any degree, diploma

Date :

Place : Signature

5



ACKNOWLEDGEMENT

We would like to thank our guide Mrs. Divya for assigning us this highly learning

project and further enlightening us with her immense knowledge and helping out to carry

out this project. She has helped us in finding a project of our interest and then to delve

deeply in the topic.

Our sincere regards to Mrs. Divya for guiding us in completion of this project work.

We would like to give special thanks to authorities of Big Bazaar and Vishal Mega Mart

who gave their valuable time and suggestions to make improvement in our report time to

time.

6



CHAPTER 1

1.1 Overview of the industry

Retail consists of the sale of physical goods or merchandise from a fixed location, such

as a department store, boutique or kiosk , or by mail, in small or individual lots for

direct consumption by the purchaser .[1] Retailing may include subordinated services, such

as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys

goods or products in large quantities from manufacturers or importers, either directly or

through a wholesaler , and then sells smaller quantities to the end-user . Retail

establishments are often called shops or stores. Retailers are at the end of the supply

chain. Manufacturing marketers see the process of retailing as a necessary part of their

overall distribution strategy. The term "retailer" is also applied where a service provider

7

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Department_store

http://en.wikipedia.org/wiki/Boutique


http://en.wikipedia.org/wiki/Kiosk


http://en.wikipedia.org/wiki/Mail


http://en.wikipedia.org/wiki/Consumption_(economics)


http://en.wikipedia.org/wiki/Retail#cite_note-fas-0


http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Import

http://en.wikipedia.org/wiki/Wholesale

http://en.wikipedia.org/wiki/End-user


http://en.wikipedia.org/wiki/Supply_chain



http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Distribution_(business)

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Department_store






http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Import

http://en.wikipedia.org/wiki/Wholesale




http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Distribution_(business)



services the needs of a large number of individuals, such as a public utility, like electric

power .

Shops may be on residential streets, shopping streets with few or no houses or in

a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping

street has a partial or full roof to protect customers from precipitation. Online retailing, a

type of electronic commerce used for business-to-consumer (B2C) transactions and mail

order , are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain

necessities such as food and clothing; sometimes it is done as are creational activity.

Recreational shopping often involves window shopping (just looking, not buying) and

browsing and does not always result in a purchase.

TYPES OF RETAILING

Retailing can be classified under two heads:

Store Retailing

Non-store Retailing

Store Retailing

Retail stores come in a variety of shapes and sizes, and new retail types keep emerging.

They can be classified by one or more of several characteristics:

Amount of service

Product line

Relative prices

Control of outlets

Type of store cluster

1) AMOUNT OF SERVICE

8

http://en.wikipedia.org/wiki/Public_utility

http://en.wikipedia.org/wiki/Electric_power


http://en.wikipedia.org/wiki/Shopping_mall


http://en.wikipedia.org/wiki/Pedestrian


http://en.wikipedia.org/wiki/Roof


http://en.wikipedia.org/wiki/Precipitation_(meteorology)

http://en.wikipedia.org/wiki/Electronic_commerce

http://en.wikipedia.org/wiki/Business-to-consumer

http://en.wikipedia.org/wiki/Mail_order


http://en.wikipedia.org/wiki/Shopping

http://en.wikipedia.org/wiki/Trade


http://en.wikipedia.org/wiki/Public_utility






http://en.wikipedia.org/wiki/Precipitation_(meteorology)

http://en.wikipedia.org/wiki/Electronic_commerce

http://en.wikipedia.org/wiki/Business-to-consumer



http://en.wikipedia.org/wiki/Shopping




Different products require different amounts of service, and customer service preferences

vary:

Self-service retailers

Customers are willing to perform their own "locate-compare-select" process to save

money. Today, self-service is the basis of all discount operations, and typically is used

by sellers of convenience goods (such as supermarkets) and nationally branded, fast

moving shopping goods (such as catalog showrooms).

Limited service retailers

Retailers such as Sears and J. C. Penney, provide more sales assistance because they

carry more shopping goods about which consumers need information. Their increased

operating costs result in higher prices.

Full service retailers

Like specialty stores and first-class department stores, have salespeople to assist

customers in every phase of the shopping process. Full service stores usually carry more

specialty goods for which customers like to be waited on. They provide more liberal

return policies, various credit plans, free delivery, home servicing, and extras such as

lounges and restaurants.

2) PRODUCT LINE:

Retailers can also be classified by the depth and breadth of their product assortments.

The depth of a product assortment refers to the number of different versions of each

product that are offered for sale. The breadth of the assortment refers to the number of

different products that the store carries.

Specialty stores carry a narrow product line with a deep assortment within that line.

Examples include stores selling sporting goods, books, furniture, electronics, flowers, or

toys. Today, specialty stores are flourishing, due to the increasing use of market

segmentation, market targeting, and product specialization.

9



A department store carries a wide variety of product lines. Each line is operated as a

separate department managed by specialist buyers and merchandisers.

Supermarkets are large, low-cost, low-margin, high-volume, self-service stores that carry

a wide variety of food, laundry, and household products.

Convenience stores are small stores that carry a limited line of high-turnover

convenience goods. These stores located near residential areas and remain open long

hours, seven days a week. Convenience stores must charge high prices to make up for

higher operating costs and lower sales volume, but they satisfy an important consumer

need.

Superstores, combination stores, and hypermarkets are all larger than the conventional

supermarket. Many leading chains are moving toward superstores because their wider

assortment allows prices to be 5-6% higher than conventional supermarkets'.

Combination stores are combined food and drug stores. Examples are A&P's FamilyMarts and Wal-Mart's Super centers. Hypermarkets combine discount, supermarket, and

warehouse retailing, and operate like a warehouse

3) R ELATIVE PRICES

Retailers can also be classified by the prices they charge. Most retailers charge regular

prices and offer normal quality goods and customer service. Some offer higher quality

goods and service at higher prices. Retailers that feature low prices include:

Discount stores sell standard merchandise at lower prices by accepting lower margins

and selling higher volume. Occasional discounts or specials do not make a store a

discount store. A true discount store regularly sells its merchandise at lower prices,

offering mostly national brands, not inferior goods.

4) CONTROL OF OUTLETS:

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About 80% of all retail stores are independents, accounting for 2/3 of retail sales. Other

forms of ownership include the corporate chain, the voluntary chain and retailer

cooperative, the franchise organization, and the merchandising conglomerate .

The chain store is one of the most important retail developments of this century.Corporate chains appear in all types of retailing, but they are strongest in department,

variety, food, drug, shoe, and women's clothing stores. The size of corporate chains

allows them to buy in large quantities at lower prices, and chains gain promotional

economies because their advertising costs are spread out over many stores and over a

large sales volume.

The voluntary chain is a wholesaler-sponsored group of independent retailers that

engages in-group buying and common merchandising.

The retailer cooperative is a group of independent retailers that set up a jointly- owned

central wholesale operations and conduct joint merchandising and promotion efforts.

A franchise is a contractual association between a manufacturer, wholesaler, or service

organization (the franchiser) and independent businesspeople (the franchisees) who buy

the right to own and operate one or more units in the franchise system.

Merchandising conglomerates are corporations that combine several different retailing

forms under central ownership and share some distribution and management functions.

Examples include Dayton-Hudson and J. C. Penney.

5) TYPE OF STORE CLUSTER :

Most stores today cluster together to increase their customer pulling power and to give

consumers the convenience of one-stop shopping:

Central business districts A central business district comprises of banks, department

stores, specialty stores, and movie theatres.

A shopping center is a group of retail businesses planned, developed, owned, and

managed as a unit.

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Non-Store Retailing

Although most goods and services are sold through stores, non-store retailing has been

growing much faster than store retailing.

Traditional store retailers are facing increasing sales competition from catalogs, direct

mail, telephone, home TV shopping shows, on-line computer shopping services, home

and office parties, and other direct retailing approaches.

Non-store retailing includes direct marketing, direct selling, and automatic vending.

INDIAN R ETAIL INDUSTRY

Retailing in India is one of the significant contributors to the Indian economy and

accounts for 35% of the GDP. However, this sector is in a fragmented state with over

12 million outlets operating in the country and only 4% of them being larger than

500 sq ft in size. This is in comparison to 0.9 million outlets in USA, catering to more

than 13 times of the total retail market size. Thus, India has the highest number of outlets

per capita in the world with a widely spread retail network but with the lowest per capita

retail space (@ 2 sq ft per person as compared to 16 sq ft per person for USA).

The Indian retailing industry is currently estimated at $205 b (Rs.930, 000 Crores) and is

expected to grow at 5% p.a. The current size of the organized retailing market is $6 b

(Rs.28,000 Crores), thereby, a mere 3% of the total retailing market with a projected

growth rate of 25 – 30% p.a. and is estimated to become $8 b (Rs.35,000 Crores) by 2005and $24 b (Rs.100,000 Crores) by 2010, with its contribution to total retailing sales likely

to rise to 9% by decade end.

Emerging Trends In Indian Retail Industry

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‘Tier-II’ Phenomenon

Small towns with a population of 0.5 – 1 million { like Surat, Lucknow, Dehra Dun,

Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi, and

Ludhiana etc}, are witnessing a defined increase in disposable income coupled with high

aspirational levels leading to enhanced spending on consumer goods along with lesser

aversion to credit. With consumption in metros already being exploited {85% of retail

sales as of now}, these Tier-II areas are fresh targets and are expected to contribute 20-

25% of organized retailing sales.

Retailers are introducing contemporary retail formats such as hypermarkets and

supermarkets in these new pockets of growth. Mall development activity in these small

towns is also picking up, creating quality space for retailers to fulfill their aggressive

expansion plans. Keeping in view the relatively smaller size of the market, the average

size of a retail mall in Tier-II cities ranges between 100,000 – 120,000 square feet in

comparison with the larger metros where a number of malls measure over 500,000 square

feet.

Entry of International Players

The fight today is not between Big organized retail stores (3%) and Unorganized Kirana

Shops (97%), but its between global giants like Wal-Mart, Tesco and Shopper’s Stop,

Pantaloons. Entry of these global players will impact the way India Retailers operate, as

much as it will change the way Indian consumers live and do their shopping. They will

no longer be just dependent on their local Kirana shop for their everyday needs. They

could just shop once a week or once a month at comparatively cheaper rates and remain

hassle free. Indian retailer will also need to quickly come to terms with the market

realities. On one hand they will fight size factor and on the other hand great efficiencies

Emergence of New Retail Formats

Currently the retail sector in India is populated with the traditional mom-and-pop stores

and some 1000 odd supermarkets under organized retail chains. A daring few ventured

into the Hypermarket segment with successful results and this format is being fast

13



replicated by other players. This experience indicates that the Indian consumer has

matured to the next level of shopping experience. Given the Indian conditions and the

vast diversity a single format may not be possible for the national presence, but region

specific formats may evolve. An interesting observation is that of lack of presence of

organized retail chains in the rural/semi-urban centers as over 60% of Indian population

is still in these parts. An ideal “no frills” model to start with would be ideal for the rural

markets; this would help to take them to the next level of supermarket experience.

Specialty Malls

Keeping in mind the astonishing pace with which new supply is expected to enter the

market, many mall developers, in a bid to offer a distinctive value proposition, are

planning to develop ‘specialty malls’. These niche developments shall emerge as one-

stop destinations in their chosen product categories. The Delhi-based Aerens Group hasdeveloped Gold Souk, an exclusive jewellery mall that is already operational in Gurgaon

and has ambitious plans to replicate the concept across the country. Further, a number of

analogous developments like a ‘Wedding Mall’ by Omaxe Group, ‘Automobile Mall’ etc

are also in the offing. In line with international trends, ‘Home Malls’ offering the entire

range of building and interior décor solutions are also coming up in various parts of the

country including Pune (‘Ishanya’ promoted by Deepak Fertilizers and Petrochemicals

Corporation Ltd), Gurgaon & Kolkata.

Price Correction

Fallout of the surge in mall development activity shall be that developers will be forced

to offer retailers prime real estate spaces at costs lower than those prevailing today, as the

space required by retailers to fulfill their expansion plans is likely to be lesser than

offered. This correction could result in a more structured retail real estate market that

would allow retailers a higher margin on their real estate investments, thereby enabling

them to expand faster. Further, the relatively over-served cities could witness higher

activity, as real estate space becomes more affordable, thereby, reducing the break-even

period for retailers. Moreover, under-served markets could provide enough margins to

retailers to compensate for loss of margins in some of the over-served markets.

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Traditional Retailers in Malls

The abundant supply of retail space has provided retailers with the leeway to experiment

with newer formats and product categories. Even traditional retailers like Benzer, Study

by Janak, Mehrason’s Jewellers etc are being pushed to modern retailing formats likeshopping malls. Mall developers shall have sufficient incentive to operate on a revenue-

sharing pricing model as many of these traditional retailers can generate higher sales per

square foot as compared to the larger-format department stores, which shall translate into

higher revenue realizations for developers.

Transformation & Innovations of Supply Chain and Transportation logistics

To counter the unbeatable advantages of convenience of a hop, skip and a jump access

and home delivery, organized retailers seem to have just one option - offer attractive

prices to the consumer. A successful retailer's winning edge will therefore come from

sourcing - how best it can leverage its scale to drive merchandise costs down, increase

stock turns and get better credit terms from vendors. Efficient supply chains can achieve

this objective and fuel demand. The supply chain in India is full of inefficiencies- a result

of inadequate infrastructure, too many middlemen, complicated laws and an indifferent

attitude.

More use of Technology

Retailing, as discussed before, is at a nascent stage in India. The complicated information

systems and underlying technologies are in the process of being established. Most

grocery retailers like Food World have started tracking consumer purchases through

CRM. The lifestyle retailers through their `affinity clubs' and `reward clubs' are

establishing their processes. The traditional retailers will always continue to exist but

organized retailers are working towards revamping their business to obtain strategic

advantages at various levels - market, cost, knowledge and customer. With differentiatingstrategies - value for money, shopping experience, variety, quality, discounts, advanced

technologies, change in the equilibrium with manufacturers and a thorough understanding

of the consumer behavior, the ground is all set for the organized retailers.

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Community Involvement

Footfalls in most malls are observed to be significantly higher on weekends. To ensure

regular walk-ins on weekdays, mall developers have started to focus on involving the

local community. They have recognized that their centers need to be entertaining, andthat shoppers want their malls and town centers to blend with and reflect their own

communities. Their philosophy today is thus to create a center where people would want

to stay well beyond their shopping time to enact the rituals of urban life. Activities like

karate classes and painting competitions for children pull their salary-earning parents to

visit the mall. For example, South-dale Mall, USA contains a school, an auditorium, an

ice-skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal

Plaza and Festival parties at other malls also have the same objective.

1.2 Profile of the organisation

Big Bazaar

16

http://en.wikipedia.org/wiki/File:Big_bazaar_logo.jpg



Big bazaar is a chain of hypermarket in India. Currently, there are 210 big bazaar storesacross 80 cities and towns in India. Big Bazaar is designed as an agglomeration of

bazaars or Indian markets with clusters offering a wide range of merchandise including

fashion and apparels, food products, general merchandise, furniture, electronics, books,

fast food and leisure and entertainment sections.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket and is

owned through a wholly owned subsidiary of India Limited that is listed on Indian stock

exchanges.

Big Bazaar was launched in September, 2001 with the opening of its first four stores

in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years,

there are now 150 Big Bazaar stores in 80 cities and towns across India.

17

http://en.wikipedia.org/wiki/Future_Group


http://en.wikipedia.org/wiki/Calcutta


http://en.wikipedia.org/wiki/Indore


http://en.wikipedia.org/wiki/Bangalore

http://en.wikipedia.org/wiki/Hyderabad,_India


http://en.wikipedia.org/wiki/File:Big_Bazaar_-_Kolkata_2011-07-31_00431.jpg




http://en.wikipedia.org/wiki/Bangalore




Big bazaar was started by Kishore Biyani, the Group CEO and Managing Director of

Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including

apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has

included a wide range of products and service offerings under their retail chain. The

current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture

Bazaar.

Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in

city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a

wide range of categories led primarily by fashion and food products.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is

now present within every Big Bazaar as well as in independent locations. A typical BigBazaar is spread across around 50,000 square feet (4,600 m2) of retail space. While the

larger metropolises have Big Bazaar Familycentres measuring between 75,000 square

feet (7,000 m2) and 160,000 square feet (15,000 m2), Big Bazaar Express stores in smaller

towns measure around 30,000 square feet (2,800 m2).

Big Bazaar has the facility to purchase products online through its official web page, and

offers free shipping on some of their products.[1]

[edit]Wednesday Bazaar

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte Ka

Sabse Kimti Din”. It was mainly to draw customers to the stores on Wednesdays, when

least number of customers are observed. According to the chain, the aim of the concept is

"to give home makers the power to save the most and even the stores in the city don a

fresh look to make customers feel that it is their day".[2]

[edit]Maha Bachat

Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days

biannual campaign. It has attractive offers in all its value formats such as Big Bazaar,

Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a

consumer.[3]

18

http://en.wikipedia.org/wiki/Kishore_Biyani


http://en.wikipedia.org/wiki/Big_Bazaar#cite_note-0


http://en.wikipedia.org/w/index.php?title=Big_Bazaar&action=edit&section=4












Vishal Mega Mart

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is

today a conglomerate encompassing 183 showrooms in 24 states / 110 cities .India’s first

19

http://www.vishalmegamart.net/index.htm



hyper-market has also been opened for the Indian consumer by Vishal. Situated in the

national capital Delhi this store boasts of the single largest collection of goods and

commodities sold under one roof in India. The group had a turnover of Rs. 1463.12

million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal . The

group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for

fiscal 2007.

The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion

at prices to suit every pocket. The group’s philosophy is integration and towards this end

has initiated backward integration in the field of high fashion by setting up a state of the

art manufacturing facility to support its retail endeavors. Vishal is one of fastest growing

retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have

over 70,000 products range which fulfills all your household needs, and can be catered to

under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store

gives you international quality goods and prices hard to match. The cost benefits that is

derived from the large central purchase of goods and services is passed on to the

consumer.

1.3 Introduction to topic

Advertising and Sales promotion is indispensable part of any Retail business. They help

to entice the customers from local retailer of unorganized system to the big retail

companies of organized system .In organized retail system sales promotion and

advertising is even far more important because they need a big force to drag them into

these giant retail stores.

Big Bazaar and Vishal Mega Mart have been using these promotional techniques since its

establishment that helps it in maintaining as well as increasing its sales. It mainly counts

on sales promotion techniques and advertising that have always been unique.

20



In the project “Comparative study of Big Bazaar and Vishal Mega Mart” We have tried

to study all the big advertising and sales promotion campaigns of these two. Apart from

the study part I have tried to find whether their Advertising and Sales promotion really

influences the their sales, taking it as hypothesis of my study We started up with our

research.

We began our research with the help of primary source of collecting the data that is

Questionnaire containing questions that could be used to measure the effect of advertising

and Sales promotion on sales of Big Bazaar and Vishal Mega Mart. The sample size

taken by us was 50.

On the basis of analysis of questionnaires and various results based on pie chart and bar

graphs, We came on the conclusion that only sales promotion has significant effect on the

sales of these two, though it has been trying hard for advertising but it has to put more

efforts to make its effect on the sales of Big bazaar & Vishal Mega Mart and make people

aware.

We have tried our best efforts to keep our research fair and unbiased.

21



CHAPTER 2: Objective and Methodology

2.1 Objective of study

MAIN OBJECTIVE-

To do comparative study on the influences of Advertising and Sales promotion on the

sales of Big Bazaar and Vishal Mega Mart.

SECONDARY OBJECTIVES-

To find the most effective tool of Sales promotion technique to entice customers

used by Retail businesses.

To study various advertising and sales promotion techniques used by Big

Bazaar and Vishal Mega Mart.

To find out the influence of Advertising and Sales promotion on the sales of Big

Bazaar and Vishal Mega Mart.

2.2 Research Methodology

MEANING OF RESEARCH- Research is an active, diligent, and systematic

process of inquiry aimed at discovering, interpreting, and revising facts. This intellectual

investigation produces a greater knowledge of events, behaviors, theories, and laws and

makes practical applications possible. The term research is also used to describe an entire

collection of information about a particular subject, and is usually associated with the

output of science and the scientific method

RESEARCH DESIGN

DESCRIPTIVE RESEARCH- Descriptive research includes surveys and facts

findings enquiries of different kinds. The major purpose of Descriptive research is the

description of the state of affairs, as it exists at present. It provides the data about the

22



population or universe being studied. Descriptive research is used when the objective is

to provide a systematic description that is as factual as accurate possible. In this project

we have to find whether Advertising and sales promotion influences the sales of the Big

Bazaar and Vishal Mega Mart, therefore our research is descriptive.

SAMPLE SIZE- The sample size that we have taken is 50 units, out of which the

number of males and females were as follows-

Male- 28 in number

Female- 22 in number

SAMPLE AREA- Since the research is on Retail Industry so the sample area that is

covered is as follows-

PRIMARY AREA – Areas near the malls.

SECONDARY AREA- Areas of Rohini.

SAMPLE DESIGN- Simple random method

SOURCES OF DATA COLLECTION- Data collected in this project is both

collected both from both primary and secondary sources of data collection which are as

follows-

PRIMARY DATA - Interview, Questionnaire

SECONDARY DATA - Internet, Magazines, Books, News Paper etc

Questionnaires

1. How often do you visit market for shopping?

Daily Twice a week Fortnightly Monthly

2. You like to shop during various sales promotion offers –

23



Highly agree Agree Not sure Disagree Highly Disagree

3. Which type of Sales promotion offers you find most attractive?

Discount sales

Buy 1 get 1 free

Free gifts

Exchange offers

Loyalty Program

Games and Contests

Others, Specify__________________________________

4. Do you visit Big Bazaar for shopping?

Yes No

If yes then how often?

Weekly Fortnightly Monthly Sometimes

5. Do you visit Vishal Mega Mart for shopping?

Yes No

If yes then how often?

Weekly Fortnightly Monthly Sometimes

6. Can you recall the biggest advertising campaign of Big Bazaar?

Yes No

If yes then specify _______________________________________

7. Can you recall the biggest advertising campaign of Vishal Mega Mart?

Yes No

If yes then specify _______________________________________

24



8. How much will you give the preference to Big Bazaar for shopping?

Very Poor Average Very Good

Poor Good

9. How much will you give the preference to Vishal Mega Mart for shopping?

10. Very Poor Average Very Good

11. Poor Good

12. What is color in logo of Vishal Mega Mart?

Red

Blue

Orange

Black

13. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega Mart

even during the ‘MAHA SALE OFFERS’ also?

Yes No Not sure

14. What is the Tag line of Big Bazaar?

______________________________________

15. What is the Tag line of Vishal Mega Mart?

______________________________________

16. Can you suggest something that Big Bazaar or Vishal Mega Mart can do toimprove its services?

____________________________________________________________

___________________________________________________________

25



2.3 Limitations of study

Time was the major constraint, which prevented me to put in more effort.

Some people left few questions unanswered.

Some of the respondents were not ready to fill the questionnaire.

Not all the respondents were cooperative thus it was difficult to convince them for

filling up the questionnaire.

Some of the respondents might have got biased while filling up the questionnaire.

We made my best efforts in conducting the research but might have lacked somewhere

because of lack of expertise in conducting such survey based researches.

26



Chapter-3 Data Analysis and Interpretation

Q1. Frequency to visit market for shopping

Daily Fortnightly

Twice a week Monthly

INTERPRETATION -Maximum people that are 40% like to visit market twice a week,

27

% of the people prefer to visit monthly, 23% of people visit fortnightly and very little

percentage that is 10% like to visit daily to the market

27

5

20

11

14



Q2. Like shopping during sales promotion offers

Highly agree Not Sure

Agree Disagree

INTERPRETATION- Sales promotion is very effective tool to entice people for

shopping as great number of people that is more than 50% agree that they like to shop

during various sales promotions

28

12

28

8

2



Q3.Most attractive sales promotion offers

Discount sales Exchange offers

Buy 1 get 1 free Loyalty program

Free gifts Games and Contest

INTERPRETATION- Among the various sales promotions offered by the Big Bazaar

discount sales is the most preferred sales promotion by the customers. Around more than

50%of the people like to shop during discount sales.

29

26

10

9

3

1

1



Q4.Visit to Big Bazaar

Yes Can’t say

No

INTERPRETATION- Around 80% of people visit to Big Bazaar out of the 50 people

surveyed.

30

40

9

1



Q5. Frequency to visit Big Bazaar

Weekly Monthly

Fortnightly Sometimes

INTERPRETATION-Maximum people visit sometimes to big bazaar, that less than

monthly though the difference between the people who visit monthly and who visit

sometimes is very insignificant.

31

7

5

14

15



Q6. Visit to Vishal Mega Mart

Yes Other

No

INTERPRETATION- Around 70% of people visit to Vishal Mega Mart out of the 50

people surveyed.

32

35

10

5



Q7. Frequency to visit Vishal Mega Mart

Weekly Monthly

Fortnightly Sometimes

INTERPRETATION-Maximum people visit sometimes to Vishal Mega Mart, that less

than monthly though the difference between the people who visit monthly and who visit

sometimes is very insignificant.

33

7

8

12

15



Q8.Recall of biggest advertising campaign of Big Bazaar

Yes Can’t say

No

INTERPRETAION- Among the 50 respondents 70% were not able to recall its latest

largest advertising campaign ,which means that Big Bazaar is very weak at its advertising

,it has to increase its reach through all kinds of media not only during its sales promotion

campaigns but also through out the year.

34

14

35

1



Q9.Recall of biggest advertising campaign of Vishal Mega Mart

Yes Can’t say

No

INTERPRETAION- Among the 50 respondents 60% were able to recall its latest

largest advertising campaign, which means that Big Bazaar is very Strong at its

advertising as compared to Big Bazaar.

35

30

19

1



Q10. Preference for shopping rank wise at big bazaar

Very poor Average Very good

Poor Good

INTERPRETATION-Consumers prefer Big Bazaar for shopping; around 41% people

rate it as very good for shopping.

36

6

6

8

10

20



Q11.Preference for shopping rank wise at Vishal Mega Mart

Very poor Average Very good

Poor Good

INTERPRETAION-Consumers prefer Big Bazaar most for shopping; around 51%

people rate it as very good for shopping which is more than that of big bazaar.

37

5

5

5

15

20



RECOMMENDATIONS

Recommendations

Big Bazaar should increase its aisle area for more convenient shopping

to its customers to compete with Vishal Mega Mart.

It should improve its ambience as its closest competitors are having

edge over it on this parameter.

Big Bazaar should have more of cash counters so that people does not

have to stand in long queue in order to get billing.

Vishal Mega Mart should work on its advertising, though it is known

for its creative advertising but the message should reach to each of the target

customer so should use more rigorous use of all types of media.

It should change its Tagline which gives the same message but is still

easily distinguishable, as most of its competitors are having almost similar tag lines

that creates jargon for customer.

It can convert shopping in to a great experience by playing some good

music.

Big Bazaar has to improve its quality of products especially in

apparels.

38



BIBLIOGRAPHY

WEB LINKS-

http://www.media4exchange.com/

http://www.wark.com/

http://www.ibef.org/

http://www.economicstimes.com/

http://www.bigbazaar.com/

http://www.etretailbiz.com/

http://www.magportal.com/

http://www.retailindustry.about.com/

http://www.adpunch.com/

http://www.hindubusinessline.com/

BOOKS REFERED-

Belch. E. George and Belch. A. Michael, “Advertising and Promotion “Sixth

Edition, Tata Mcgraw Hill.

39























Kotler Philip,” Marketing management “Eleventh Edition, Pearson

Education.

Beri G.C.,”Marketing Research” Third Edition, Tata Mcgraw Hill.

Documents

Big Bazar Projecet