bigbazaarF.2003

7/30/2019 bigbazaarF.2003

1/59

A

TRAINING PROJECT

REPORTON

BUYING BEHABIOUR OF CUSTOMER

REFERENCE TO

BIGBAZAR

In partial fulfillment for the degree of

Bachelor of Business Administration

From

Ch. Charan singh university, meerut

(2012-2013)

INSTITUTE OF INFORMATICS & MANAGEMENT SCIENCES, MEERUT

Anuyogi Puram, Near Medical College, Garh Road, Meerut 250004

Tel. : 2760396, Fax : (0121) 2765023, e-mail: [email protected]


2/59

Certificate


3/59

Guide certificate


4/59

DECLARATION


5/59

Executive Summary

As customers taste and preferences are changing, the market scenario is also changingfrom time to time. Todays market scenario is very different from that of the market

scenario before 1990. There have been many factors responsible for the changing market

scenario. It is the customers changing tastes and preference, which has bought in a

change in the market. Income level of the people has changed; life styles and social class

of people have completely changed now than that of olden days. There has been a shift in

the market demand in todays world. Technology is one of the major factors, which is

responsible for this paradigm shift in the market. Todays generation people are no more

dependent on hat market and far off departmental stores. Today we can see a new era in

market with the opening up of many departmental stores, hypermarket, shoppers stop,

malls, branded retail outlets and specialty stores. In todays world shopping is not any

more tiresome work rather its a pleasant outing phenomenon now.

The study is based on a survey done on customers of a hypermarket named big bazaar.

Big bazaar is a new type of market, which came in to existence in India since 1994. It is a

type of market where various kinds of products are available under one roof. My study is

on determining the customers demand for big bazaar and the satisfaction level of

customers in big bazaar. The study will find out the current status of big bazaar and

determine where it stands in the current market.

This market field survey will help us in knowing the present customers tastes and

preferences. It will help in estimating the customers future needs and wants.


6/59

ACKNOWLEDGEMENT

.


7/59

LIST OF CONTENTS

Chapter- 1 Introduction

Chapter -2 Company profile (Including SWOT analysis)

Chapter -3

3.1 Objectives of the project

3.2 Importance and scope of the project

Chapter-4 Literature Review

Chapter-5 Research Methodology

5.1 Research Design5.2 Data Collection

5.3 Limitations

Chapter-6 Data analysis and interpretation

Chapter-7

7.1 Findings

7.2 Conclusion

7.3 Recommendations & Suggestions

8. Appendices

9. Bibliography


8/59

CHAPTER -1


9/59

INTRODUCTION

Purchasing, generally defined as a consumers unplanned purchase which is an important

part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80% of

all sales in certain product categories. Though impulsive purchasing has attracted

attention in consumer research. Unfortunately, there is a dearth of research on group-level

determinants.

This research suggests that the presence of other persons in a purchasing situation is

likely to have a normative influence on the decision to make a purchase. The nature of

this influence, however, depends on both perceptions of the normative expectations of the

individuals who exert the influence and the motivation to comply with these expectations.Peers and family members, are the two primary sources of social influence, often have

different normative expectations.

Thus, it has been evaluated two factors that are likely to affect the motivation to conform

to

social norms:

a) The inherent susceptibility to social influence and

b) The structure of the group Group cohesiveness refers to the extent to which a group is

attractive to its members. The theory proposed by Fishbein and Ajzen helps

conceptualize these effects. This theory assumes that behavior is a multiplicative function

of expectations for what others consider to be socially desirable and the motivation to

comply with these expectations.

Factors affecting buying behavior of SHOPING GOODS with special reference to big

Bazzar in Meerut region.There are many factors which affect Consumers Buying

Behaviour in SHOPING GOODS market but we

are only analysing marketers driven factors which are:

Festival season

Diwali , Holi, Christmas, Pongal Etc.


10/59

Introduction of Indian Retail Industries:

Retail is Indias largest industry, accounting for over 10 per cent of the countrys GDP

and around eight per cent of the employment. Retail industry in India is at the crossroads.

It has emerged as one of the most dynamic and fast paced industries with several players

entering the market. But because of the heavy initial investments required, break even is

difficult to achieve and many of these players have not tasted success so far. However,

the future is promising; the market is growing, government policies are becoming more

favorable and emerging technologies are facilitating operations. Retailing in India is

gradually inching its way toward becoming the next boom industry. The whole concept

of shopping has altered in terms of format and consumer buying behavior, ushering in a

revolution in shopping in India. Modern retail has entered India as seen in Sprawling

shopping centers, multi-storied malls and huge complexes offer shopping, entertainment

and food all under one roof. The Indian retailing sector is at an inflexion point where the

growth of organized retailing and growth in the consumption by the Indian population is

going to take a higher growth trajectory.

The Indian population is witnessing a significant change in its demographics. A large

young working population with median age of 24 years, nuclear families in urban areas,

along with increasing working-women population and emerging opportunities in the

services sector are going to be the key growth drivers of the organized retail sector in

India.

Retailing is the final step in the distribution of merchandise -the last link in the SupplyChain -connecting the bulk producers of commodities to the final consumers. Retailing

covers diverse products such as foot apparels, consumer goods, financial services and

leisure.

A retailer, typically, is someone who does not effect any significant change in the product

execs breaking the bulk. He/ She are also the final stock point who makes products or


11/59

services available to the consumer whenever require. Hence, the value proposition a

retailer offers to a consumer is easy availabilities of the desired product in the desired

sizes at the desired times.

In the developed countries, the retail industry has developed into a full-fledged industry

where more than three-fourths of the total retail trade is done by the organized sector.

Huge retail chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have

now replaced the individual small stores. Large retail formats, with high quality ambiance

and courteous.

Retailing is the interface between the producer and the individual consumer buying for

personal consumption. This excludes direct interface between the manufacturer and

institutional buyers such as the government and other bulk customers. A retailer is one

who stocks the producers goods and is involved in the act of selling it to the individual

consumer, at a margin of profit. As

Such, retailing is the last link that connects the individual consumer with the

manufacturing and distribution chain.

Retailing is more than selling goods:

Retailing consists of the sale of goods or merchandise, from a fixed location such as a

department store or kiosk, in small or individual lots for direct consumption by the

purchaser. Retailing is a well recognized business function which compromises making

available desired product in the desired quantity at the desired time. This creates a time,

place and form utility for the consumer. The success of retailing is highly dependent on

an efficient supply chain management. A well-developed supply chain reduces wastages

and transaction cost thereby reducing the cost of inventories to be maintained by the

producers and the traders. A reduction in the cost of inventory management leads to a

reduction in the final price to the consumer.

Retailing has been identified as a thrust area for promotion of textiles, processed foods,

agricultural and horticultural produce. Retail Sector can be divided into organized and

unorganized sectors:

Unorganized Retail:

Unorganized retailing is characterized by a distorted real-estate market, poor

infrastructure and inefficient upstream processes, lack of modern technology, inadequate


12/59

funding and absence of skilled manpower. Therefore, there is a need to promote

organized retailing.


13/59

CHAPTER-2

COMPANY PROFILE

BIG BAZAAR AT MILANZ MALL MEERUT!

First time a Discount Hypermarket opens at a Millanz Mall Pallav Puram Meerut

Pantaloon Retail opens 2 Big Bazaars


14/59

Pantaloon Retail (India) Limited, the countrys leading retailer, opens BIG BAZAARS

in Meerut. The two BIG BAZAARS are located at the Wazirpur and

Inderlok Metro Stations respectively. This is the first time a discount

hypermarket has opened at a station and Big Bazaar is proud to be the first to offer a

never-before shopping experience to the metro commuters. The national tally of BIG

BAZAAR is now at 20 taking the total tally of BIG BAZAARin NCR region to 4.Both

BIG BAZAAR, PVS & BIG BAZAAR, Millanz have FOOD BAZAARS within the

store. This takes the national tally of Food Bazaar to 32 and total tally of Food Bazaar in

NCR to 5.

BIG BAZAAR will provide shoppers with a completely new shopping

experience and make available -a range of products for every household

need at never before prices Shoppers for the first time will have the widest range of

products in every segment Womens Apparel, Mens Apparel, Accessories like belts

and bags, Cosmetics, Gold Jewellery, Kids Wear, Stationary and Toys, Footwear, Plastics

and Home Dcor products, Utensils & Home Appliances, Gift Articles, food and grocery

items.Food Bazaar will offer services like Live Kitchen where customers can get

vegetables cut and select gravies of their choice, Golden Harvest providing best quality

grain, pulses & spices, Ready to cook and Hungry Kya the ready to eat food sections.

In addition, regular Food Bazaar offerings of Grains and Provisions, Farm Fresh Fruits &

Vegetables, Drinks & Beverages, Dairy Products, Fabric Care products, Music Cassettes

and CDs, Chill Station, Home Care Products, Accessories, Kitchen Linen.


15/59

On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail

(India) Ltd., said, We are very proud to open BIG BAZAARS in Meerut. As has been

the homemakers experience across the country, the store is a support to the homemakers

untiring effort of saving the maximum while giving the best to her family. Our opening of

the 2 stores in Meerut after the runaway success of the other stores at Meerut &

Ghaziabad shows our commitment to this region. It also reflects the love and affection

the people of this region have showered on us!

Living up to its motto of Is se sasta aur accha kahin nahin", all products in BIG

BAZAAR will be available at prices lower than the MRP, often up to 60% discount. In

addition to this, various offers, discounts and promotions will be regularly held at the

store. The consumer will experience a new level of standard in price, convenience and

comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket

model will offer all of the above for both leading brands as also for its private labels.


16/59

Layout chart of Big bazaar located at Millanz

LAYOUT INDEX

1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM

7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION

DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC


17/59

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

25. SPORTS

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS

33. MEN ETHINICS

DESCRIPTION

HELP DESK As you can see from the layout, the Help Desk is located in a place

where every one has their first sight that is in front of the entrance. This shows that when

a person enters in to big bazaar it can get all information about the stores of big bazaar

from the person sitting in the help desk. Help Desk uses paging service as a tool for the

convenience of its employees and customers.


18/59

KIDS SECTION The kids section is located just at the left corner of the entrance of

big bazaar. In the kids section kids accessories like diapers, trolleys, suckers, water

bottles are available in one part. Kids jackets and baba suits are available in another part.

Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts

are also placed in another part. In this section the pillars are used for displaying

information like size chart and section description. The apparels are available at a price of

Rs59 onwards.

MENS SECTION Next to it is the mens section that is in the center. It is divided in to

five parts. At one part men formal shirts are available. In other parts men trousers, suits

and blazers, fabrics and ethnics are available respectively. Here the price ranges from a

minimum of Rs99 to Rs899.

LADIES SECTION Next to it is the ladies section that is in the extreme right side. The

ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics,

ladies western wear, ladies formals (office wear), ladies accessories lingeries, ladies

perfumeries, and ladies cosmetics respectively. Here the price of the apparel ranges from

Rs99 to Rs1000 approx.

Promotional scheme With an add on to the above products there are various other

products which are available with a promotional scheme. The various products under this

scheme includes girl t-shirts, infant winter wear etc.


19/59

Non-Promotional scheme There are various other products available without any

promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night

wear, kids salwar suits etc.

Sports Store At the extreme corner there is a sports store where various kinds of sport

items are available.

Food Bazaar The food bazaar is in the 1 st floor of the building. Various kinds of food

items, fruits and vegetables are available there. Sitting arrangements are well made so

that people can sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter The cash counter is located just near the exit


20/59

Product Layout Chart

Ground Floor First Floor

1. Ladies Western 1. Fruits and Vegetables

2. Ladies Ethnic 2. Golden Items

3. Saree and Dress Materials 3. Ready to eat

4. Night wear/Lingerie 4. Ready to cook

5. Boys and Girls 5. Sweets and Farson

6. Infants 6. Spices

7. Toys 7. Beverage

8. Mens Formals 8. Confectionaries

9. Mens Ethnic 9. Tea and Coffee

10. Mens Casuals 10.Personal Cars

11. Mens Accessories 11.Plastics

12. Mens Party 12.Utensils

13. Denim and T-shirts 13.Crockeries

14. Sportswear 14.Appliances

15. Footwear

16. Home Linen

17. Luggage

18. Sunglasses and Watches


21/59

SWOT ANALYSIS


22/59

SWOT Analysis of Big bazaar

A swot analysis is done to know the strengths, weaknesses, opportunities and threats of

any company. This analysis will explain about the strengths, weaknesses, opportunities

and threats of big bazaar.

Strengths of Big bazaar

Large variety option

Cheap price

Huge customer Base

Volume sales

Weaknesses of Big bazaar

Lacks in branded products

Low in product quality

Unable to provide enough parking space to its customers

Threats for Big bazaar

Opening up of other discounted stores like Vishal mega mart

Convenience of customers to near by kirana stores

Availability of products in other retail outlets

Opportunities for Big bazaar


23/59

To open up more and more number of big bazaars in different cities

of the country.

To grab the rural market

To bring in the customers of other retail outlet by dealing withbranded products.

Add more products to its product category


24/59


25/59

CHAPTER-3


26/59

OBJECTIVES

The main objective of our study is to analysis the buying behavior of consumer

during festival season.

Buying behavior of different age group of people during festival season

Effect on sale by giving Discounts during festival season

Advertisement Effects during Festival Season

Study of product arrangement in the mall

Study of Discounts

Study of offers given by Company

Study Effect of cleanliness in the mall


27/59

IMPORTANCE AND SCOPE OF THE

PROJECT

IMPORTANCE OF STUDY

The study helped the researcher in understanding the retailers viewpoint with regard to

services, facilities, connectivity etc.

The project under taken was to study customer behavior. As per this study I analyzed :

Brand Recall of Big Bazaar, Effect of Advertising on Consumer Attitude, Consumer

Perception about Big Bazaar, and Present Advertising Strategy of Bigbazaar.

My study area was the Meerut. My study is helpful for many players in Retail to makefollowing strategies related to advertising for any particular company: -

Advertising strategy according to the age of final users.

To analyze the brand recall of other products in the same segment.

To analyze the perception of consumers related to ads of durables.

SCOPE OF THE STUDY

The data was collected through direct interviews from consumers and retailers through

questionnaires provided by the Big Bazaar.

SIGNIFICANCE OF THE STUDY


28/59

CHAPTER- 4


29/59

Literature review

There was a study conducted by Sales & Customer Service Department of

Bigbazaar. According to this study the researchers find the tips to increase the

impulsive sales of the flowers. The findings of the study were:

Tips for Boosting Sales:

Creating variety in the department with frequent changes of display and movement of

regularly sold merchandise also entices customers. Recognizing items that typically make

a minimal contribution to sales and replacing them with items that create "sales appeal"

increases the likelihood of sales. Displays that tie in with a national slogan or storewide

theme generate interest, as do displays that highlight special products and services.

Tip 1: use color to create original, eye-catching displays. Tip 2: use themes to create interest in unusual products and renew interest in

everyday items.

Tip 3: keep undecorated plants available to attract consumers who are buying for

themselves.

Tip 4: create displays that emphasize special products or services.

Tip 5: change stock and displays often so consumers are drawn into the

department each week.

Tip 6: be flexible enough to change an item or arrangement that isnt selling.

Tip 7: have a person on hand to provide information and assistance at all times.

Tip 8: create a friendly, comfortable atmosphere with accessible displays that

encourage browsing.

Tip 9: offer only quality plants and floral arrangements.

Tip 10: situate the department so that customers know where it is and can see it

from most areas of the store.


30/59

The Kano et al. (1996) model of customer satisfaction classifies product attributes based

on how they are perceived by customers and their effect on customer satisfaction (Kano,

Serakuet al. 1996). According to the model, there are three types of product attributes that

fulfil customer satisfaction to a different degree: 1) basic or expected attributes, 2)

performance or spoken attributes, and 3) surprise and delight attributes.

A competitive product meets basic expected attributes, maximises performances

attributes, and includes as many excitement attributes as financially feasible. In the

model, the customer strives to move away from having unfulfilled requirements and

being dissatisfied

The performance or spoken attributes (the central line of the model) are those expressed

by customers when asked what they want from the product. Depending on the level of

their fulfilment by a product or a service these requirements can satisfy or dissatisfy

consumers.

The basic or expected attributes (lower curve in the model) are basic attributes, which

customers take for granted and they are so obvious that they are not worth mentioning.

While the presence of these attributes is not taken into account, their absence is very

dissatisfying.

The surprise and delight attributes (upper curve in the model) lay beyond customers

expectations. If they are present they excite the customer, but their absence does not

dissatisfy, as customers do not expect them.

A successful combination of expected and exciting attributes provides a company with an

opportunity to achieve competitive advantage. A successful company will correctly

identify the requirements and attributes and use them to document raw data, user

characteristics, and important service or product attributes.


31/59

To make information about the identified requirements about attributes understandable

and useful for designers, a so-called Quality Function Deployment (QFD) approach is

often being used. The goal of QFD is to assure that the product development process

meets and exceeds customer needs and wants and that customer requirements are

propagated throughout the life cycle of the product. The approach uses a number of

matrices, which help translating customer requirements into engineering or design

parameters, specifying product features, manufacturing operations and specific

instructions and cont rols. QFD allows for the minimising of errors and the maximising

of product quality for customers. The approach is probably the only existing quality

system with such strong orientation to customer satisfaction.

Innovation framework

The process of adopting new products has also been studied within innovation adoption

literature, and in particular the Rogers (1995) innovation framework. The framework

suggests five steps, through which an adopter goes to the adoption of a new product or a

service (Rogers 1995: 36):

first knowledge of an innovation forming an attitude toward the innovation decision to

adopt or reject implementation of the new idea confirmation of this decision Rogers

model closely resembles the customer satisfaction model by Engel et al. (1995), see

(Figure 3). The first knowledge is acquired when an individual is provided with the

information about the innovation. The attitude is formed evaluating the features of

innovation and a resolution on accepting or rejecting the product follows. Implementation

corresponds to the consumption and confirmation refers to the need to reaffirm the

decision about the innovation adoption.

Rogers also maintained that people accept innovation differently, depending on their

personality, their innovativeness, and interpersonal communication, and according to this

could be classified into innovators, early adopters, early majority, late majority, and

laggards (Figure 6). Innovators seek newness and value the time period that is passed


32/59

since the product launch. Laggards seek reassurance and confirmation about product or

service qualities through interpersonal communication and word-of-mouth.

A large number of studies have analysed the differences between earlier and later

adopters based on socio-economic, demographic, cultural, or psychological criteria

(Tornatsky, Eveland et al. 1983), (Gatignon and Robertson 1985), (Frank, Sundqvist et al.

2001),

Economists, for example, suggest that for social innovation to take place, innovators

should first accept innovation and then create institutional framework that would trigger

the acceptance of new practices. For the laggards to join in another mechanism the

desire not to be left out of the group can be used to speed up dissemination of more

sustainable practices.

Besides adopter categories, Rogers also identified a range of factors affecting the rate of

adoption:


33/59

CHAPTER 5


34/59

Research methodology

Research methodology

Research means a search for knowledge or gain some new knowledge and methodology

can properly refer to the theoretical analysis of the methods appropriate to a field of study

or to the body of methods and principles particular to a branch of knowledge. Research

Design : A research design is the arrangement of conditions for the collections and

analysis of data in a manner that aims to Once to research purpose with economy in

procedure.

Universe

Descriptive Research Design:-

Descriptive research studies are those studies which are concerned with described the

characteristics of particular individual. In descriptive as well as in diagnostic studies, the

researcher must find be able to definite clearly, what he wants to measure and must find

adequate methods for measuring it along with a clear cut definition of population he

wants to study. Since the aim is to obtain complete and accurate information in the said

studies, the procedure to be used must be carefully planned. The research design must

make enough provision for protection against bias and must maximize reliability, with

due concern for the economical completion of the research study.

I have choosen descriptive research descriptive research design which is well structured.

The objectives of such is to answer the who, what, when and how of the subject under

investigation.

The universe of the study is Meerut.


35/59

Sample Unit

The sample unit pertaining to the study is 100 respondents of Meerut.

Sample Size

The sample size of 100 served the purpose of the study.

Sample Method

The sampling method used is non-probability convenience sampling

Methods of data collection

Data collection

The word data means any raw information, which is either quantitative or qualitative in

nature, which is of practical or theoretical use. The task of data collection begins after a

research problem has been defined and research design chalked out. While deciding

about the method of data collection, the researcher should keep in mind that there are two

types of data primary and secondary.

Primary data

This is those, which are collected afresh and for the first Time, and thus happen to be

original in character. There are many ways of data collection of primary data like

observation method, interview method, through schedules, pantry Reports, distributors

audit, consumer panel etc. The Team Managers and employees of both the Department

were consulted to get information about procedure of both the online and off line share


36/59

trading. But the method used by us for the primary data collection was through

questionnaires.

Questionnaire method

For the collection of primary data I used questionnaire method. A formal list of questions,

which

are to be asked, is prepared in a questionnaire and questions are asked on those bases.

There are some merits and demerits of this method. These as under: Merits:

1. Low cost even when universe is large.

2. It is free from bias of interviewer.

3. Respondents have proper time to answer.

4. Respondents who are not easily approachable can also be reachable.

5. Large samples can be made.

Secondary data

These are those data, which are not collected afresh and are used earlier also and thus

they cannot be considered as original in character. There are many ways of data

collection of secondary data like publications of the state and central government, reports

prepared by researchers, reports of various associations connected with business,

Industries, banks etc. And the method, which was used by us, was with the help of reports

of the company.

Sample Size


37/59

I have met 100 people, to know about their perception regarding companies and there

policies after that I have taken 25 People they have fill up the questionnaire and given

response.


38/59

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was

not possible to gather full information about the respondents.

When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

As summer training is going under summer season so sometimespeople are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem for which I have tomake them understand.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given then it

will turn up to be a biased answer.


39/59

CHAPTER -6


40/59

DATA ANALYSIS & INTERPRETATION

Income wise distribution of customers coming to big bazaar

INCOME GROUP

5%

50%

20%

25% Higher IncomeGroup

Middle Income

Group

Lower Income

Group

No Income Group

Analysis: The above diagram shows the distribution of income level of customers

coming in to big bazaar. Among the 100 respondents 50% of customers are of middle

income level that is between Rs20000 60000. Least number of customers visiting Big

bazaar are the higher income level people that constitute only 5%. The lower income

level of people coming to big bazaar constitutes of 20%. 25% of people belong to no

income group which mostly consists of students.

Interpretation: Big bazaar is the hub of shopping for middle level income group

people because of its reasonable price on its each product


41/59

category. The higher-level income group people dont prefer to do shopping in big

bazaar, as it doesnt deal with branded products. The higher-level income group people

are very status conscious and their psychology is such type that they dont prefer much to

visit big bazaar, as it is a discounted store. The lower income group people come in to big

bazaar as they get goods at a discounted price. Hence big bazaar should include branded

products in its product category, which will encourage higher income group people to

come in to big bazaar. Probably not much of lower income group people come to big

bazaar as they dont like to have any shopping experience rather they just go for near by

store where they can get their necessity goods. Even they purchase goods on a regular

basis on a small quantity. So they dont have much interest to come to big bazaar and do

shopping.


42/59

Purpose behind visiting big bazaar

Festival Shopping 60Outing 10

Both 30

PURPOSE

60%

10%

30%

Shopping

Outing

Both

Analysis: Out of the 200 respondents 60% of respondents visit big bazaar for

shopping, 10% for outing and 30% visit big bazaar for both the purposes.

Interpretation: From this I interpret that big bazaar is purely a shopping complex

but it also facilitates a certain kind of ambience and decorum to the people that they also

visit it for the purpose of outing. The infrastructure and ambience of big bazaar is so that

people even like to go there even also they dont have to purchase anything. People enjoy

doing shopping in big bazaar. This is very nice for it as often customers purchase some

goods while moving I the building.

1. People frequently visit big bazaar in festive season .


43/59

ONCE 23

TWICE 32

DEPEND 20

ON DEMAND 25

Hence Customer visit frequently to market as customer has to

purchase many items during festival season


44/59

2. Apart from big bazaar people visit other retail outlet during festive season .

a) Yes b) No

Yes 75

No 25

Hence 75 % mean majority of the customer like visit other retail

outlet also so during festival season it is nor necessary that all

customer will come to big bazaar only


45/59

3. other retail outlet visit by customers ..

a) Garment Outlet

b) Footwear Outlet

c) Food Courtd) Entertainment

e) Gift Corner

f) Jeweler and Watches store

Garment Outlet 20Footwear Outlet 5Food Court 10Entertainment 10

Gift Corner 10g) Jewellery and Watches store 45

Hence it is obvious that customer all item in festival season but

jewellary and gift item are purchase more by them.

4. the main purpose behind visiting big bazaar during festive seson .

Festival Shopping 70

Outing 23Dating 7


46/59

Interpretation: Hence above chart show that most of the

customers have single object to purchase for festival.


47/59

5. the average money spent by a customer .

Below 500 12500 1000 201000 1500

101500 2000 30More than 2000 28

Interpretation: Hence above chart show that most of the

customers have do high purchasing at festival season..


48/59

6. people purchase goods because of heavy discount in festive season..

Yes 70

No 30

Interpretation: Hence above chart show that customers are

attracted by discount sale during festival season


49/59

CHAPTER-7


50/59

FINDINGS

.

After analysis data collected by me at big bazaar mall this is clear

that foot fall of customers is more because of discounts and

festival buying. All age group of people visit big bazaar.

More and more people do heavy buying during festival season

Big bazaar is a major shopping complex for todays customers. It is a place where

customers find variety of products at a reasonable price. Big bazaar has a good reputation

of itself in the market. It has positioned itself in the market as a discounted store. It holds

a huge customer base. The majority of customers belong to middle class family. The

youth generation also likes shopping and moving around big bazaar. Volume sales

always take place in big bazaar. Impulse buying behavior of customers comes in to play

most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery,

decorative items, sport items, chocolates and many more. It competes with all the

specialty stores of different products which provide goods at a discounted rate all through

the year. It holds a large customer base and it seemed from the study that the customers

are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities

of India, it seems that there is a vast growth of big bazaar lying as customers demand is

increasing for big bazaars.


51/59

Big bazaar is a hypermarket store where varieties of products are being sold on different

product category. It has emerged as a hub of shopping specially for middle class people.

Different types of products starting from a baby food to pizzas all are available under one

roof. In Meerut it is the middle class people who mostly do marketing from big bazaar.

Even most of the people do their monthly shopping from big bazaar.


52/59

CONCLUSION

Festivals are important part of Indian people. People celebrate

many festivals like Holi , Dewali and EID etc. During festival

people get together with their family and visit market and purchase

things they have planed whole year.

People do heavy buying during festival season so retail store like

big bazaar should planned their products and discounts before

festival so that publicity can attract more and more foot falls

during festival.


53/59

Recommendation & Suggestions

Big bazaar should provide large parking space for its customers so that they can

easily park their vehicles.

Big bazaar should include more of branded products its product category so as to

attract the brand choosy people to come in to big bazaar.

It should make different cash counters for different customers. Cash counter and

credit card payment counter should be placed differently in order to reduce the

rush and save the customers time. This will be a kind of motivator for the

customers of big bazaar.

The service of the sales person is needed to be improved. Personal care should be

taken by the sales person for the customers so that the customers feel good.


54/59

APPENDICES


55/59

APPENDICES

QUESTIONNAIRE

Personal Query

1. Name: -

2. Age: -

3. Sex: -

4. Location/Address: -

5. Qualification: -

6. Profession: -

7. Whats your monthly income?

a) Below 10,000

b) 10,000 20,000

c) 20,000 40,000

d) 40,000 60,000

e) More than 60,000


56/59

Questionnaire prepared for customers of Big Bazaar to sasfy my objectives

6. Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall

during festival season?

a) Yes b) No

7. If yes then what are the other retail outlets do you intend to visit in a mall?

a. Garment Outlet

b. Footwear Outlet

c. Food Court

d. Entertainment

e. Gift Corner

f. Jewellery and Watches store

8. What is the purpose behind visiting Big Bazaar During Festival Season?

a. Festival Shopping

b. Outing

c. Dating

9. On an average how much amount of money do you spend in a visit to Big Bazaar

During Festival Season?

a. Below 500

b. 500 1000

c. 1000 1500

d. 1500 2000

e. More than 2000

12. Do you go with a planned list of products to be purchased from Big Bazaar During

Festival Season?

a) Yes b) No


57/59

13. Do you purchase goods because of heavy discount in festival season

(a) Yes

( b) No


58/59

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS:


59/59

Kotler, Philip (2004)

Marketing Management, Eleventh Edition (New Delhi: Prentice Hall of India)

Kothari, C.R (1999)

Research Methodology (Delhi: Global Business press)

S.L. Gupta and V.V. Ratna (2004)

Advertising and Sales Promotion Management, First Edition (New Delhi: Sultan

Chand & Sons)

JOURNALS/ MAGAZINES:

Indian Journal of Marketing Volume xxxiv (Oct 2007)

Indian Journal of Management Volume xxxv (March 2009)

Survey of Indian Industries The Hindu (2007)

NEWSPAPER:

Times of India (March 1, 2009)

Times of India (March 9, 2009)

WEB SITES:

www.bigbazaar.com
http://www.bigbazaar.com/http://www.bigbazaar.com/

Documents

bigbazaarF.2003