Chapter No. 02: Research Methodology and Review of Literature. · Chapter No.02: Research Methodology and Review of Literature. Page62 Introduction: Retailing is one of the world’s

A Study of Innovative Marketing Practices In Retail MarketingSector with Special Reference to Big Bazaars in Maharashtra State.

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Chapter No. 02: Research Methodology and Review of Literature. Page 61

Chapter No. 02:

Research Methodology and Review of

Literature.

Introduction.

Retail.

Retail Revolution in India.

Retailing in India.

Socio Economic Impact.

Competitive Advantages of Big Bazaar India

Marketing.

Importance of Study.

Objectives of the Study.

Research Methodology.

Scope and Limitations of Present Research.

Chapters Scheme.

Review of Literature.


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Introduction:

Retailing is one of the world’s largest industries. It is in a

permanent state of change, and the pace of this change has been

accelerating over the last decade. From the marketing perspective,

retailers are, by definition, closer to the consumer than

manufacturing companies. Retailers represent the culmination of

the marketing process and the contact point between consumers

and manufactured products. While retailing has long set buying

decisions as its highest priority and was very focused on the

product assortment, it now follows a more holistic approach to

management and marketing and is seizing the opportunity to be

consumer oriented, engage in the personal contact with customers,

gather information on consumer behaviour and exploit insights

into consumer behaviour and preferences. What was once a simple

way of doing business is transforming into a highly sophisticated

form of management and marketing. Retail marketing consistently

features more efficient, more meaningful and more profitable

marketing practices.

Retail is the accumulation of various marketing practices

directed towards providing the best merchandise available. It

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

such as a big department store or a small store, in small or

individual lots for direct consumption by the purchaser. Retailing

may include subordinated services, such as delivery. 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 i.e., the consumer or the end-


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buyer. In the supply chain, retailers come at the end, just before

the consumer.

Manufacturer Wholesaler Retailer Consumer

Retailing includes all activities involved in selling goods or

services directly to final consumers for personal, non-business use.

A retailer or retail store is any business enterprise whose sales

volume comes primarily from retailing. Retail is India's largest

industry, accounting for over 10 per cent of the country's 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.

Retail:

Retail comes from the French word “retaillier” which refers

to "cutting off, clip and divide" in terms of tailoring (1365). It first

was recorded as a noun with the meaning of a "sale in small

quantities" in 1433 (French). Its literal meaning for retail was to

"cut off, shred, paring". Like the French, the word retail in both

Dutch and German, Detailhandel and Einzelhandel respectively,

also refer to sale of small quantities or items. Retailing practice of

accumulation of various marketing practices directed towards

giving the best merchandise available and it consists of the sale of

goods or merchandise, from a fixed location such as a department

store or kiosk.1


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A vast majority of India's young population favors branded

products. With the influence of visual media, urban consumer

trends have spread across the rural areas also. Young people

joining the workforce with considerably higher disposable income,

has unleashed new possibilities for retail growth even in the rural

areas. Thus, 85 per cent of the retail boom which was focused only

in the metros has started to gain access towards smaller cities and

towns. Tier-II cities are already receiving focused attention of

retailers and the other smaller towns and even villages are likely to

join in the coming years. This is a positive trend, and the

contribution of these tier-II cities to total organized retailing sales

is expected to grow to 20-25 per cent.

Retail Revolution in India:

Retail in India is on a cusp of transformation. Organized re-

tailing as a professional service-oriented set-up, is a recent

phenomenon in India but is growing at a tremendous pace with a

potential of creating over 2 million new jobs within the next six

years, assuming an 8 to 10 per cent share of organized retailing in

the total retail business. The fast changing retail environment

demands that professionals learn new skills, improve their

efficiency, learn to compete and think out of the box. As retailers

work directly with customers and there is need for good

managerial talent to interpret and satisfy the needs and desires of

customers. All this requires an education that is intensive,

comprehensive and closely linked to the retail business world.2


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Market Trends, Challenges & Opportunities:

Across BRIC countries, the food and grocery segment is clearly

driving retail growth. Retail food sales dominate the total retail

market in Brazil, accounting for almost 54 percent of the total

retail sales, while Russia is the fastest growing retail food sales

market in the world, with the potential to again double in size

by 2008.

The prevalence of English as a language of communication to a

very great extent facilitates material sourcing and business

communication. While India and Russia pose no problems in

this regard, Brazil and China present communication

problems for foreign companies.

The importance of governments that are quick on decision-

making and passing liberal trade laws cannot be emphasized

enough. In China, for instance, being a non-democratic

country makes it easier for foreign investors to do business

sans bureaucratic red-tapism (in comparison to a democratic

country like India), the obvious reason being that the political

establishment is not directly accountable to the people.

A continued economic reform together with the growth of

organized retail has led to growing rural incomes, triggering

off far-reaching, social impacts. The upcoming ‘Golden

Quadrilateral’ plan for roadways in India, which is to connect

the four cities of Delhi, Kolkata, Mumbai and Chennai, will

have massive economic and social repercussions on rural and


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semi-rural clusters along the vast network. In China too, the

government plans to create a rural retail network covering 70

percent of all villages.

Retailing in India:

Today retail, which is derived into organized and

unorganized, is emerging rapidly as a big industry all over the

world and hence, India is also not untouched with this. So there is

a need to know the current and the future trends of retail in India.

The retailing industry in India estimated at Rs 9.30 crore in 2003-

04 is expected to grow at 5 per cent p.a. In line with predictions

made in 2002, organized retailing is well on its way to become a Rs

35,000 crore market by 2005. The size of organized retailing

market stands at Rs. 28,000 crore in 2004, thereby, making up a

mere 3 per cent of the total retailing market. Moving forward,

organized retailing is projected to grow at the rate of 25-30 per

cent p.a. and is estimated to reach over an astounding Rs 1,00,000

crore by 2010. Its contribution to total retailing sales is likely to

rise to 9 per cent by the end of the decade.3

The reasons for the growth of retail marketing are:

1. Largest young population in the world: More than 890

million people below 45 years of age, more English

speaking people in India than in the whole of Europe taken

together.

2. More than 600 million effective buyers by 2011.

3. More than 550 million under the age of 20 by 2015.

4. More than 70 million earn Rs. 8 lakh a year number of rise

to 140 million by 2011.


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5. Total Consumer Spend in the Year 03-04 - INR 9300

billion (USD 375 billion) growing over 5% annually.

6. Retail sales – 55 per cent at INR 280 billion (USD 205

billion)

7. Organized Retail - Only 3 per cent but growing at 30 per

cent.

8. Organized retail to cross INR 1000 billion mark by 2010.

9. INR 200 billion investment in the pipeline.

10. Top 6 cities account for 66 per cent of total organized

retailing Trends Affecting Indian Retail Industry.

11. Changing age profile & Disintegration of joint family: -

India is believed to have an average age of 24 years for its

population as against 36 years for the USA and 30 years for

China. A younger population tends to have higher

aspirations and spends more as it enters the earning phase.

Also, nuclearisation of families has led to enhanced

demand.

12. Growing disposable income: - More Indian households are

getting added to the consuming class with the growth in

income levels. Also, with declining interest rates, the

aversion of domestic consumers to taking loans is also fast

disappearing.

Socio Economic Impact:

Livelihood of millions of small and big shopkeepers will be

uprooted to setup the chain of corporation owned retail. After

farming, retailing is India’s major occupation. According to Census

2001, there were 269 lack main and 24 lack marginal workers in


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wholesale and retail trade. Nearly 3 crore people depends on trade.

1.1 crore in urban and 1.9 crore in rural areas. The growth of

corporate retail will take place by destroying the self-organised

small retail in India. Big Bazar, Reliance and Wal-Mart are

presenting themselves as friends and liberators of farmers and they

refer to small traders as middleman, as if they are not giant

middleman. At least in the case of small traders, farmers have a

choice in the terms of whom to sell. Big Bazar, Reliance and Wal-

Mart are monopolistic buyers who in due course of time will drive

down procurement prices of agriculture and manufactured

products. They claim that they are paying more to the farmers, but

the truth is that they are at present procuring from the existing

markets all across the nation, and not straight from the farmers, so

there is no question of paying better returns to the farmers.4

Competitive Advantages of Big Bazaar India Marketing:

At a time when the very concept of supermarket and

hypermarket were unheard in India, one man, Kishore Biyani,

dreamt big and started Big Bazaar, the first true hyper market in

India. Now there are 109 supermarkets in 71 cities around India.

Big Bazaar is a part of the Future Group. Big Bazaar sells all most

all the consumer items in a cost effective manner. Using price as

the competitive edge, Big Bazaar operates successfully and

profitably. The main advantages of Big Bazaar are the innovative

sales and promotions, huge variety of products in every store

locations, large number of stores around India, and cheap price.

There are some disadvantages also. As their products are low

priced, their stores are always crowded, the billing can take a long

time, customer service and quality is variable.5


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Importance of Study:

As customer's tastes and preferences are changing, the

market scenario is also changing from time to time. Today's 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 changing tastes and preference of

customer 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 today's world. Technology is one of

the major factors which are responsible for this paradigm shift in

the mark. New generation people are no more dependent on haat

market and far off departmental stores. Today we can see a new era

in market with the opening up of many departmental stores, hyper

market, shopper's stop, malls, branded retail outlets and specialty

stores. In today's world shopping is not any more tiresome work

rather it's a pleasant outing phenomenon now.

The present 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 into existence in India since 1994. It is a type

of market where various kinds of products are available under one

roof. The study is on determining the customer's buying behavior

of customer's in big bazaar and the satisfaction level of customers

in big bazaar. The study is finding out the current status of big

bazaar and determines where it stands in the current market. This

market field survey is helping in knowing the present customers

tastes and preferences. It is helping me in estimating the


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customer's future needs, wants and demands. Its provide

guideline for further research in area for organized retail.

Research says about customer buying behavior towards Big

Bazaar. The research is also important to identify Market size,

growth and Market Potential of Big Bazaar. The research shows

future Scenario of Big Bazaar in current perspective. The study

shows opportunities and challenges for Big Bazaar respect of

internal and external environment. Research says about main

competitors in the field of organized retail sectors. The study

provides guideline to further extension of Big Bazaar. The study

provides help to know the customers satisfaction with Big Bazaar

stores.

Benefit to the company: The study gives an insight about

customer’s satisfaction and their perception towards quality, price,

ambience, employees, offers, display. This will also give relative

status of the Big Bazaar. From this information the benefits emerge

as to carefully look at the customer’s expectation with regards to

quality, price, ambience, employees, offers, display and company

can apply them to the product. The study results also help in

making proper strategies to promote the product and enhance the

satisfaction level of customers.

Benefit to academics: It will help in applying the theoretical

knowledge to the practical issues. It will help in understanding,

reviewing and suggesting improvements in Big Bazaar. The

experience gained during this study provides a tool, which can be

applied in any future undertakings of similar nature


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Objectives of the Study:

The following objectives are selected for the present study:

1. To know the innovative retail marketing practices adopted

by big retailers in India.

2. To analyze the retailing scenario in India and the critical

success factors of organized retailing in India.

3. To focus on organizational structure, departmental

hierarchy, management techniques, marketing strategies of

big bazaars.

4. To know the role and importance and success of Big Bazaar

in retail marketing in India and Maharashtra.

5. To analyze the innovative retailing strategies followed by Big

Bazaar and their strengths, weakness, opportunities and

threats.

6. To understand and identify the Customer Relationship

Management Practices followed by the Big Bazaar.

7. To study the impact of innovative marketing practices of Big

Bazaar on selected customers from Maharashtra State.

8. To focus on the future plans and various marketing

strategies of Big Bazaar.

Research Methodology:

Research Methodology is the way to solve the problem

systematically. It is an important component of the study.

Methodology involves the research design, data collecting and

sampling technique. Research design indicates the plan of action to

be carried out in connection with proposed objective. Research


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design provides a guidance to enable to keep track of all actions in

order to meet the objectives.

The research design is exploratory till identification of

customer services parameters. Later it becomes descriptive when it

comes to evaluating customer perception of customer service of the

Big Bazaar. Descriptive research, also known as statistical research,

describes data and characteristics about the population or

phenomenon being studied. Descriptive research answers the

questions who, what, where, when and how. Research is a

systematic and objective investigation of a subject or a problem in

order to discover relevant information or principles. Research

methodology is basically the method of how to collect the data. The

information regarding the research is as follows:

The study is empirically one based on mainly primary data as

well as on secondary data also. The secondary data is collected

from various sources viz. Research Books, Journals, Websites,

Publications of Big Bazar, etc. The primary data is collected from

the randomly selected Big Bazaar’s customers, employees,

managers, etc. For this purpose separate open and closed ended

questionnaire was prepared for customers. Interview techniques

also used for study to interact with the manager and employees of

Big Bazar. The data is collected through questionnaire, observation

and interview technique. It obtains with the help of managers and

employees. A survey study was conducted by using both primary

data and secondary data. The following techniques are adopted

while completing the research study.


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Observing the working of various departments by personal

visiting.

Discussion with company’s executive, employees and

managers.

Visiting and surfing of website of company.

Sampling Design:

Type of sampling: Simple random sampling.

Sample size: 650 Customers.

Sample unit / area: Big Bazaar – Ahemadnagar, Pune,

Thane, Nashik and Nagpur.

Tool for data collection: Survey Questionnaire.

Sample Respondents:

Total 650 Big Bazar’s customer respondents are selected on

simple random sample technique from the five districts of

Maharashtra State. One Big Bazar from every district is selected

purposively. The details of samples selection shown in following

table.


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Table No.2.01:

Distribution of Sample Respondents (Customers).

Sr.

No.

Name of

District

Male

Customers

Female

Customers

Total No of

Customers

Respondents

1 Ahemadnagar 65 53 118

2 Pune 77 70 147

3 Thane 73 53 126

4 Nashik 79 53 132

5 Nagpur 72 55 127

Total 366 284 650

Technique of data collection:

For conducting this research program, primary data was

collected from the consumers who visited and made purchases

from Big Bazaar.

Primary data was collected through interview and

questionnaire.

The secondary data have been use to know the different

statistics regarding the development of retail marketing.

Books, Journals, Reports, Research Articles published in the

newspapers are also one of the sources of secondary data.

The secondary data was also collected through internet.

Data Collection and Analysis:

Collection and analysis of the information gathered by

interaction with employees and customers and also by observing

marketing activities of Big Bazaar. For better understanding of


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impact of innovative marketing practices in Big Bazaar

observations method also be used. Samples are selected from

different age group, sex and educational background. This

diversification was to measure the different choice and preferences

prevailing in customers demographically different. After the

collection of primary data questionnaire were scrutinized and

tabulated manually. An appropriate statistics are used to draw the

results. The collected data is analyzed through the Tables and

Graphs with the helped of computer based statistical software /

tools.

Data Collection Tools:

Data is collected from various customers through personal

interaction. Some other information is collected through secondary

data also. Data was collected through a structured questionnaire,

likert technique is used. Likert scale is simply a statement which

the respondent is asked to evaluate according to any kind of

subjective or objective criteria, generally the level of agreement and

disagreement is measured. Likert scaling is a bipolar scaling

method, measuring either positive or negative response to a

statement. The questionnaire consists of two parts. The first part

consists of questions concerning the demographic information of

the respondent such as the name, age, gender, Occupations,

educational qualifications, income, etc. The second part consisting

of questions exploring the respondent’s perception about the

customer services of big bazaar. For the data collection researcher

met HR manager of Big Bazaar. He allowed researcher to visit Big

Bazaar and he was ready to give information on CRM practice.


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Researcher conducted the in-depth interview at Big Bazaar

Ahemadnagar, Pune, Thane, Nashik and Nagpur.

Area of the Research

Attempts have taken to study the view of consumers

regarding retailing and their preferences towards the consumers in

Ahemadnagar, Pune, Thane, Nashik and Nagpur City. For this

research five Cities is considered as the area of research. It is

important cities in Maharashtra, as well as in the country.

Hypotheses:

The following hypotheses were formulated for the study.

1. Adequate infrastructure facilities are not provided by Big

Bazar to its customers.

2. The Customers are satisfied from the behavour of Big Bazar

staff.

3. The tagline " Isse Sasta Aur Accha Aur Kaha" is attracted to

customer for purchasing at Big Bazar.

4. Adequate customer services are not provided by Big Bazar to

its customers.

Scope and Limitations of Present Research:

The retail marketing is a very broad area. Big Bazaar retail

marketing chain also a big one. The present research is based on

the selected Big Bazaar of Maharashtra State. The scope of this

research is to identify the buying behavior of customers of Big

Bazaar. This research is based on primary data and secondary data.

This study only focuses on urban buying behavior of customers.


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The study does not say anything about rural buying behavior of

customer because rural norms/status/attitude and acceptance of

the rural customers differs with urban customers. It provides help

to further the research for organized retail sector. It aims to

understand the skill of the company in the area like technological

advancement, competition in management.

The following limitations come to the researcher while

conducting the study;

1. The sample size will be composed of only 650 customers

which is extremely small size to represent entire population

of customers who visit in the retail stores.

2. The study is only for the big bazaar confined to a particular

location and a very small sample of respondents. Hence the

findings cannot be treated as representative of the entire

retail industry.

3. No demographical or psychographic differences will be

considered before choosing the customers for questionnaire

and for interview purpose.

4. Financial analysis is not be the part of study; only marketing

aspects is considered for.

5. The overall research is based on information given by the

selected customers, employees and managers of Big Bazaars.

6. Respondents may give biased answers for the required data.

Some of the respondents did not like to respond.

7. Time and cost is also one of the constraints for the study.


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Chapters Scheme:

The proposed research work will divided into the following

chapters.

1. Introduction.

2. Research Methodology and Review of Literature.

3. Retail Marketing Scenario in India.

4. Big Bazar: Organization, Management and Administration

Structure.

5. Big Bazaar: Innovative Retail Marketing Practices..

6. Impact of Marketing Practices of Big Bazar on Customers.

7. Conclusions and Suggestions

Review of Literature:

1. Arpita Mukherjee, Nitisha Patel (2005)6 -This study

analyzes the current retail marketplace in India, investigating

current and projected growth across different segments of

retail and evaluating the impact of allowing foreign-direct

investment (FDI), currently not allowed in India. India's

retail sector is positioned to transform from mostly small,

family-owned businesses to large-scale chain retail, and

many international brands are investigating how to enter

India's retail market. The study of the structural, regulatory,

fiscal and other barriers affecting the performance of retail

trade suggests reforms for the removal of such barriers and

provides a timeframe in which the Indian government can

open its retail sector to FDI and the conditions that may be

imposed on foreign retailers if FDI is allowed.


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2. Kishore Biyani (2007)7 - Kishore Biyani identifies three

types of Indian customers. India is the elite class, the high

spenders. He targets the next category, the middle class who

make up a major chunk of the country’s shoppers. He and his

team studied this section of consumers and understood their

needs. The Big Bazaar marketing campaign was specifically

targeted at this section of the society and it succeeded. It

Happened In India shares his dreams, vision and his

strategies. It also shares his personal journey, from

childhood to becoming the head of one of the most successful

business groups in the country today.

3. Santosh Kumar Yadav (2009)8 - The retail sector of

India has come-forth as one of the most dynamic and second

fastest growing industrial economy with several players

entering the market. But all of them have not yet tasted

success because of the heavy initial investment that are

required to break even with other companies and compete

with them. India is the country having the most unorganized

retail market. India’s huge middle class base and its

untapped retail industry are the key attraction for global

retail giants planning to enter into newer markets. It

examines consumers’ awareness and brand consciousness

among people across different socio-economic group in India

and witnessing of significant growth in the urban and semi-

urban retail markets.


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4. Rajesh Kumar (2010)9 - 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.

5. A. Pughazhendi and D. Sudharani Ravindran

(2010)10 - The study aims to analyze Impulsive buying


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behaviour and customer’s satisfaction towards retail outlet in

Coimbatore city. The study is based on the primary data

collected from Big Bazaar Coimbatore region with the help of

a structured questionnaire. The findings of the study

states that consumer impulsive buying behaviour and

consumer satisfaction is linked with buying performance.

6. Chandradip Vankar (2010)11 - Indian retail sector is

witnessing one of the most hectic Marketing activities of all

times. The companies are fighting to win the hearts of

customer who is ‘God’. There is always a first mover

advantage in an upcoming sector. Here, that advantage goes

to ―Big Bazaar and D-Mart. It has brought about many

changes in the buying habits of people. It has created

formats, which provides all items under one roof at low rates.

The project undertaken to understand the effect of

promotional strategy which is responsible for attracting

customers towards big bazaar and D-mart. This study is

focus on top level management to improve the present

promotional strategy of Big Bazaar and D-Mart. The data

collection approach adopted was experimental research &

survey research. The instrument used for the data collection

was observation and questionnaire. The target respondents

were the visitors of Big Bazaar and D-Mart, with the sample

size of 120 for the study of sales management of the

company. Tables and charts were used to translate responses

into meaningful information to get the most out of the


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collected data. Based on those the inferences have been

drawn with peer supportive data.

7. Sujith Potu (2010)12 -The purpose of the study was aimed

at finding out the Impact of visual merchandising on

customer buying behavior at Big Bazaar, Hubli. The India

Retail Industry is the largest among all the industries,

accounting for over ten per cent of the country’s GDP and

around eight per cent of the employment. The Retail

Industry in India has come forth as one of the most dynamic

and fast paced industries with several players entering the

market. The major findings of the study are - Fifty five

percent of the customers changed their buying decisions with

the influence of visual merchandising in the store, Eighty

seven percent of the customers can recall the product display

in the store, Seventy four percent preferred to follow the

layout of the store to find the product, Eighty percent of

customers are satisfied with the shopping experience at Big

Bazaar Hubli.

8. Deepika Jhamb, Ravi Kiran (2011)13 - The Indian retail

sector is witnessing tremendous growth with the changing

demographics and an increase in the quality of life of urban

people. Retail Sector is the most booming sector in the

Indian economy. With a growing economy, improving

income dynamics, rising awareness, and a youth-heavy

customer base, India is well on its way to become one of the

most prospective markets for the domestic and global


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retailers. The study identify the drivers which affect the

growth of the Indian retail market, looks at the major factors

affecting the retail business and to carry out the SWOT

analysis of organized retail in India. The results of the study

depict that infrastructure, economic growth and changing

demographics of consumers are the major driver of

organized retail in India. The location of the retail store,

management style and adequate salaries to personnel

enhance the effectiveness of retail business and are

important factors for retailers’ success.

9. Meera Mathur and Sumbul Samma (2011)14 - Retailing

is the largest private industry in the world. It is also India's

largest industry accounting for over 10 per cent of the

country's GDP and around 8 per cent of the employment.

Customer relationship management is an emerging tool that

enables marketers to maintain their presence in the dynamic

marketing environment. In the city like Udaipur these

organized retail store and firms are concentrating and

targeting the consumer from the different segments like

rural, urban, low, middle and high income segments etc. The

study attempts to evaluate the CRM practices of the retail

stores in Udaipur city. CRM is highly exercised in the

industry like hospitality, services industry etc. but it is having

equal importance in the retail industry also. The results of

this study shows that the customers don't take a single

second when it comes to change the preference and break the

loyalty for an organization, in such a situation it the CRM of


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the organization which will compel the customers to visit the

retail outlet again and again.

10. Dikshit (2011)15 examined that India's retail and logistics

industry employs about 40 million Indians. Owner manned

small shops constitute India's retailing industry. In 2010,

about 4 per cent of the industry was constituted by larger

format convenience stores and supermarkets with their

presence only in large urban centers. Indian central

government denied foreign direct investment (FDI) until

2011 in multi-brand retail, thus not allowing any foreign

groups from any ownership in convenience stores,

supermarkets, or any retail outlets. Also, single-brand retail

was limited to 51 per cent ownership and had to undergo a

bureaucratic processing.

11. Harleen Kaur (2011)16 -Big bazaar, a part of future group

is a hypermarket offering a huge array of goods of good

quality for all at affordable prices. Big bazaar with over 140

outlets in different part of India is present in both the metro

cities as well as in small towns. Big bazaar can attract more

customers by different variety and assortments. They can

improve customer satisfaction by providing home delivery

services. Big Bazaar has one of the major retail industries in

India. Working environment is good and also the various

facilities are provided to increase the customer services.

There exist a healthy and strong relationship between

employees and managers. The employees accept their


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responsibility wholeheartedly and perform the services in

well manner that satisfied the customers.

12. Renu V.V. (2011)17 - The Indian Retail Industry is the fifth

largest in the world. Comprising of organised and

unorganised sectors, Indian retail industry is one of the

fastest growing industries in India, especially over the last

few years. Although, initially the retail industry in India was

mostly unorganised. The industry is getting more popular

these days and getting organised as well. With growing,

market demand, the industry is expected to grow at a pace of

25-30 per cent. The Indian retail industry is expected to

reach US $ 450 billion by 2015. This study find out relation

in sales and quote of Isse sasta aur Accha aur kahan. It is

find out from the study that there is an association between

punch line of Isse sasta aur accha kahin nahin, and discount

offered at Big Bazaar. It is concluded that Customer

satisfaction is a direct determination factor in customer

loyalty which in turn is a central loyalty, which in turn is a

central determinant of customer retention.

13. K. Chokkaiah, Gone Rajesh and Veldandi

Ramchander Rao (2011)18 -Exceptional customer service

results in greater customer retention, which in turn results in

higher profitability. Customer loyalty is a major contributor

to sustainable profit growth. To achieve success, you must

make superior service second nature of your organization. A

seamless integration of all components in the service-profit


2015


chain – employee satisfaction, value creation, customer

satisfaction, customer loyalty, and profit and growth – links

all the critical dynamics of top customer service Sadly,

mature companies often forget or forsake the thing that

made them successful in the first place: a customer-centric

business model. They lose focus on the customer and start

focusing on the bottom line and quarterly results. They look

for ways to cut costs or increase revenues, often at the

expense of the customer. They forget that satisfying customer

needs and continuous value innovation is the only path to

sustainable growth. This creates opportunities for new,

smaller companies to emulate and improve upon what made

their bigger competitors successful in the first place and steal

their customers.

14. Satendra Bhardwaj, Rajeev Sharma and Jyoti

Agarwal (2011)19 - In India there have been a great

successful brand both national as well as foreign brands and

again it has been realize that brands are sustaining power to

stay in the competitions. If we defined the customer

satisfaction we can say “a qualitative measure of performance

as defined by customer, which meet their basic requirements

and standard.” Customer satisfaction is defined as “measure

or determination that a product or services meet a

customer’s expectation, considering requirement of both

quality and service.”


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15. P. Vikkraman and N. Sumathi (2011)20 - The Indian

Retail Industry is divided into Organized and Unorganized

Sectors. Traditional markets are making way for organized

formats such as Departmental Stores, Hypermarkets,

Supermarkets and Specialty Stores. Indian Retail Industry

contributes over 10 per cent of the country’s GDP. Strong

income growth, changing lifestyles, and favourable

demographic patterns, suggest that by 2016, the Modern

Retail Industry in India will be worth US$ 175-200 billion.

This study was undertaken, considering three competitive

Retail Chain Outlets, Big Bazaar, Reliance Fresh and Marks

Spencers, to evaluate the consumers’ opinion and

preferences towards these outlets. The study also highlights

the pros and cons of the outlets considered and the level of

satisfaction compared to the Local Retail Outlets.

16. Jaskaran Singh (et al) (2012)21 -The study is to analyse

finer strategic perspective for the retail sector in India and

suggest measures so that the corporate strategists could

incorporate the same both qualitatively and quantitatively.

Based upon the qualitative judgment, a retail unit may be

given an overall understanding about the expected

performance that can further be corroborated by quantitative

analysis. It provides detailed information about the growth of

retailing industry in India. It examines the growing

awareness and brand consciousness among people across

different socio-economic classes in India and how the urban

and semi-urban retail markets are witnessing significant


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growth. It includes growth of retail sector in India, strategies,

strength and opportunities of retail stores, retail format in

India, recent trends, and opportunities and challenges. This

paper concludes with the likely impact of the entry of global

players into the Indian retailing industry. It also highlights

the challenges faced by the industry in near future.

17. M. Ramakrishnan and Sudharani Ravindran

(2012)22 - The study aims to analyze the Consumer

Perception towards Private Label Brands on Big Bazaar,

Coimbatore. The research is aimed to explore if buying

choices are made based on brand loyalty and to analyze

whether customers actively seek for new brands or strict to

the old brands. A detailed study is conducted from the views

of customers and collected by conducting a survey with a

sample size of 150 from Coimbatore region with the help of

structured questionnaire. The collected data is analyzed

using statistical tools and the study reveals that most of the

youngsters have good perception towards the private

brandsin fashion wear and munchies. Majority of the

respondents said that quality, trustworthy and brand image

is the leading feature that differentiate private label brand

with other branded product.

18. Rohilla and Bansal (2012)23 examined that many online

stores are highly accessible and hence, also help in creating

awareness about global products for local markets. For

example, TV channels promoting products-HomeShop18,


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India Today, etc. are increasing in number. About 47 per cent

of the Indian population is under the age of 20; and this may

be increase up to 55 per cent by 2015. This young population

is highly tech-savvy compared to past generations and also

watch more than 150 satellite TV channels, and show very

high propensity to spend. This factor will immensely

contribute to the growth of the retail sector in the near

future.

19. Shruti Sharma and Atul Dhingra (2012)24 - Customer

relationship management is a corporate level initiative,

focusing on creating and maintaining relationships with

customers. Manual as well as computer based steps are taken

by the organizations to reap the benefits of CRM initiatives.

Several commercial CRM software packages are available

which vary in their approach to CRM. However, CRM is not a

technology itself, but rather a holistic approach to an

organization’s philosophy, placing the emphasis firmly on the

customer. Undoubtedly, CRM has generated value for many

companies in the past several years. However, the value

that’s been delivered is not up to the mark in comparison to

what is possible to achieve. As economic uncertainty

continues and customers become more demanding,

organizations simply must find ways to improve the chances

that their new CRM initiatives succeed.

20. Pawar and V. B. Kodag - (2012)25 - India is a developing

country. We have need of basic capital investment in the area

of Agricultural as well as Retail Sector. On November 24,


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2011, the Union Cabinet of the Indian government approved

a proposal of allowing 51 percent FDI in the multi-brand

retailing in India and 100 percent FDI in the single-

brand retailing, subject to certain conditions. Earliest Indian

government has taken a final decision in this regard for FDI

in retail sector. Local market, low price, consumer

satisfaction and relation, storage facility, credit facility,

distribution network etc are the strength of the retailer's, by

which retailers can fight against multinational companies

and survive in the competition. The FDI will give a boost to

our Agricultural and Retail Sector. Ultimately consumers will

be benefited in next 4-5 years. Only necessity is that

Government should implement strict policies about FDI as

well interest of the retailers in India should be protected by

controlling FDI and it will be done through positive political

willpower.

21. Marri Sreenivasulu and Dr. Mamilla Rajasekhar

(2012)26 - Brand loyalty is the consumer’s emotionally-

charged decision to purchase a specific brand again and

again. Of late brand loyalty is receiving a great deal of

attention in corporate retailing sector. So there is a need for

introducing comprehensive brand loyalty model for this

retail sector. The study is taken up with an objective to

measure the opinion on the antecedents of brand loyalty such

as product quality, price, purchase decision, perceived

quality, store environment and design; to assess the

customer satisfaction; and to suggest specific steps to


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improve brand loyalty towards Big Bazaar in Bangalore city

is chosen through the judgment sampling method. The

survey results depicted that brand loyalty towards Big Bazaar

is positive and all the six antecedents have the significant

effect on customer satisfaction as customer satisfaction is

positively associated with brand loyalty. So it is important for

a marketing manager to introduce innovative customer

loyalty programs for protecting the customers’ base line for

Big Bazaar in Bangalore city.

22. Ramesh Olekar and Chanabasappa Talawar (2012)27

- The basic objective of any marketing activity is to generate,

satisfy and retain consumers by facilitating production,

distribution and consumption functions of the society.

Consequently, any marketing activity is actually a process

consisting of a series of iterative and inter-related steps to

effectively perform the above-mentioned functions. Retailing

is one such step in the marketing chain of activities that

facilitates the distribution function. Initially, it was

considered as just another step in the marketing chain and

the function was accepted as obvious. As the competition

increased globally, differentiation became more and more

difficult. Consumer’s purchasing power increased as

economy opened up into more market-oriented mode. Retail

function being the most often used and final link with the

ultimate consumer, marketers thought of using it for

differentiation and positioning. Big Bazaar was launched in

September, 2001 with the opening of its first four stores in


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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. 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. This study has basically

helped to know the satisfaction level of customers toward Big

bazaar and what influence people to shop at big bazaar. Most

of the customers are influenced by the offers in big bazaar.

Big bazaar has great offers for their customers that acts as

the motivating factor which brings the customers to big

bazaar.

23. Deval B Patel (2012)28 - Customer relationship

management (CRM) can help organizations to manage

customer interactions more effectively to maintain

competitiveness in the present economy. As more and more

organizations realize the significance of becoming customer-

centric in today’s competitive era, they adopted CRM as a

core business strategy and invested heavily. CRM provides

long-term relationship building with customers at an

enterprise-wide level. Successful CRM implementation is a

complex, expensive. This paper presents the successful

implementation of CRM for Big Bazaar at Surat and how they

are managing good relation with customers in different


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segments. This study will aid in understanding of customer

relationship management CRM in Big Bazaar at Surat.

24. S. Sudha (2012)29 - Employees are said to be the assets for

the organizations. Retaining the employees are said to be

challenging task faced by most of the companies nowadays.

The challenge of finding, attracting, developing and retaining

the right talent is taking up a major part of management and

once it is found the next demanding job is to retain the

talent. There are lots of factors that influence the employees

and make them to shift their jobs. The factors can be of

intrinsic or extrinsic in nature and lot of novel approaches

need to handle by the organizations in order to retain the

employees and identifying those approaches is said to be a

very difficult task for the organizations. Hence this article

highlights mainly on retention strategies that are followed in

retail industry.

25. Smriti Srivastava (2012)30 - Retailing includes all the

activities involved in selling goods and services directly to the

final customers for their personal and non personal use. The

research deals with the marketing strategies that are to be

followed by retailers in the retailing stores located in malls.

The relevance of the study is based on the increasing mall

culture in the urban areas which attracts customer to buy

merchandise from these stores. The purpose of the study is to

know about the customer profiling and learning, the market

placement of MAX as a brand and various competitors

existing in the market. The effect of customers and the


2015


competitor over the marketing strategies adopted by the

store has been studied. Further, the study deals with the

various marketing strategies adopted by these retail stores

which includes tie ups with other brands, mall branding and

other promotional offers to attract to the customers and

improve the competitiveness. The study provides a deep

insight how the marketer develops the marketing strategies

for a particular retail outlet to provide itself competitive

advantage and attract more footfall. This study will help

researcher to have an overview over the above subject topic

and help them to continue the research further.

26. S.V. Murthy; M. Sita Mahalakshmi and P. Srinivasa

Reddy (2013)31 - The concept of Retail Stores was

popularized after the First World War when companies

started shifting from centralized management structures to

multi-divisional product-based organizations. Retailing

encompasses the business activities involved in sending

goods and services to their consumers for their personal

family or household use. There is wide range of marketing

elements that retailers may consider in obtaining the

competitive advantage on the market, such as: product,

price, place, promotion. The study makes an attempt at

understanding the marketing strategies of retailer. By this

study it is identified that 4 marketing elements namely

product, price, place, promotion greatly influence modern

marketing and customer satisfaction.


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27. Pandey Sanjay and Henry Amit Stieve (2013)32 - This

study entails the strategy that Big Bazaar follows in context

with CRM practices. The Big Bazaar first tries to determine

likely prospects i.e. the people who have a strong potential

interest in the product and ability to pay for it. The Big

Bazaar hopes to convert many of its qualified prospect into

first time customers and then to convert those first time

customers into repeat customers. Then the Big Bazaar tries

to convert these repeat customers into clients – they are

those people who buy only from the Big Bazaar in the

relevant product categories. The next challenge for the Big

Bazaar is to convert these clients into advocates. Advocates

are those clients who praise the Big Bazaar and encourage

others to buy from it. The ultimate challenge is to convert

these advocates into partners where the customers and the

clients work actively together to discover ways of getting

mutual benefit. Thus in CRM the key performance figure is

not just current market share but share of life time value by

converting customers into partners. In CRM the Big Bazaar

identified that small percentage of key account holders whose

contribution to the Big Bazaar revenues is high. So from this

point of view, CRM is also known as key account

management.

28. Pankaj Sinha and Anushree Singhal (2013)33 - The

research findings indicate that with the introduction of FDI

in retail in India, there will be an initial displacement of

middlemen from the supply chain. However, the organized


2015


retailing will induce an increase in the food processing sector

and these middlemen will be absorbed by it. It is also

expected that the government will take innovative measures

to mitigate the adverse effects on small retailers and traders

involved in the supply chain. Direct accessibility to the

market will be provided to the farmers and hence, a better

remuneration. With respect to consumers, they will benefit

from assured weights and cash memos, enhanced

competition due to the presence of bigger retailers and better

quality of produce. The government revenues are also

expected to rise due to elimination of intermediaries,

enhanced operational efficiency, and control on post harvest

wastage, however competition in the retail market would

gradually be advantageous for end customer.

29. B. Kusuma, N.Durga Prasad and M. Srinivasa Rao

(2013)34 - India is becoming most favored retail destination

in the world. Today retail sector contributing 10 per cent to

country’s GDP. Indian retail industry is ranked among the

ten largest retail markets in the world. The change of

attitudes of Indian consumers and the emergence of

organized retail formats have transformed the face of

retailing in India. Organized retailing offers huge potential

for future growth of retailing in India. This paper provides

information about the growth of retailing in India. And also

focuses on the challenges faced by organized retail sector in

India. It also emphasize on major players of retailers in

India and customer services provided by the retailers.


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This study also deals with various retail formats and the

opportunities for the growth of retail industry in India and

also provides some suggestions to overcome the challenges.

30. Shirkhanloo Shima (2013)35 - The study is based on a

survey conducted on customers of a hypermarket named Big

Bazaar. Big Bazaar is a new type of market, which came into

existence in India since 1994. It is owned by Pantaloon Retail

India Ltd. It is a type of market where various kinds of

products are available under one roof. The study was

conducted for determining the customers’ buying behaviour

and their satisfaction level at Big Bazaar. The study find out

the current status of Big Bazaar and determine where it

stands in the current market. This market field survey will

help in knowing the present customers’ tastes and

preferences. It will help in estimating the customers’ future

needs, wants and demands.

31. S.Poongavanam, V. Chandrasegarn, Sundar

Arumugham and Siva Sankar (2013)36 - In meeting

customer’s requirements and measuring customer’s

satisfaction indexes, customer perception should be

definitely a key consideration. Qualified services in the

operation execution, technical management and business

development are necessary. It is more important to

understand customer expectations and make efforts to

exceed their expectations. In customer satisfaction

management, the biggest challenge is customer perception


2015


management, or customer perception satisfaction. The major

characteristics of service is intangible, hence the core value of

services is not like a physical product but the spiritual

experience and perception of customers. The final aim and

ideal effect of the service provisioning is to have customers

perceive and enjoy the service. Such perception is both at

psychological and behavior levels, and it is the contents of

high quality in the modern society. Customers are seeking for

materials deliverables as well as perceptive enjoyment when

purchasing a service product. Since perceptive enjoyment is a

vital service objective, one of the key service management

objectives shall be meeting customer’s perceptive enjoyment.

32. P. S. Ravindra (et al.) (2013)37 -This study attempts to

analyze and compare the perceptions of customers towards

service quality of reputed shopping Malls in Visakhapatnam

District with a sample of 50 each from three retail outlets

namely CMR shopping Mall, Big Bazar and Spencer

Shopping Mall and totally of 150 respondents from the

population selected randomly. Data from structured

questionnaire was analyzed by using Percentage analysis,

ANOVA and four point Likert scale.

33. Ankita Srivastava and Sanjay Shankar Mishra

(2013)38 - Big Bazaar of India needs to focus more on its

responsiveness attribute to improve the satisfaction level of

youth customers, whereas the gap is minimum least for the

tangibility shows better emphasis on this factor as compared


2015


to the other factors. Big Bazaar should emphasize on

improving its rating as this is a very important parameter for

performance. The GAP model depicts the overall perception

score of Big Bazaar using RATER dimensions. It shows that

Big Bazaar is not focusing equal on every factor which is

important for customers as suggested by the high difference

in scores on certain dimensions. It shows that Big Bazaar

needs to make substantial effort like training, motivation etc

to improve their score on responsiveness dimension as it is

an important criterion for customer service.

34. S. Pugalanthi (2013)39 - An important aspect of the

current economic scenario in India is the emergence of

organized retail. There has been considerable growth in

organized retailing business in recent years and it is poised

for much faster growth in the future. Major industrial houses

have entered this area and have announced very ambitious

future expansion plans. Transnational corporations are also

seeking to come to India and set up retail chains in

collaboration with big Indian companies. However, opinions

are divided on the impact of the growth of organized retail in

the country. This paper attempts at providing a retailing

scenario in India and scope for future research in this area.

35. Manish Khare (2013)40 -This study traces the economic

progress made by India’s Retail Sector in the planning era,

and the emerging issues under globalization. It examines the

socio-economic magnitudes, problems and challenges of the


2015


country as well as the pitfalls in FDI planning in India. The

paper also makes some policy suggestions to address the

constraints in promoting sustainable FDI in India. In view of

some of short coming observed in the SWOT analysis, FDI in

retailing is going to attract retail players by Indian

Government, but India should welcome them with a talented

pool of human resources by promoting institution imparting

knowledge in retailing. Protection must be given to Indian

small and medium retailers as retailing is their source of live

hood.

36. Medha Kanetkar (2013)41 - Organized retailers actually

work as a retail outlet catering to varied needs of the

customers. The purchasing pattern of the customer has

changed recent days. Customer’s buying behaviour is

influenced by social factors, such as the group to which the

customers belong and social status. In a group, several

individuals may interact to influence the purchase decision.

Change in consumption pattern is due to outsourcing

business per capita, income of middle age, population in big

cities is rising rapidly and easier access to credit. Retail

shopping space is also growing exponentially and has

increased to 54 million square meters. The development of

organized shopping malls has literally been a revolution in

India. Retailing is one of the largest business activities in

India and one of the largest sources of employment in the

country. Due to drastic change in the behavior of the

consumer, in the view of growing economy, earning capacity,


2015


less time and fast track life the emerging challenge for the

retail in India and in Nagpur city is to maintain the quality in

competitive rate structure.

37. M. Dhanabhakyam and A. Shanthi (2014)42 - This

study provides detailed information about the growth of

retailing industry in India. It examines the growing

awareness and brand consciousness among people across

different socio-economic classes in India and how the urban

and semi-urban retail markets are witnessing significant

growth. It explores the role of the Government of India in the

industries growth and the need for further reforms. In India

the vast middle class and its almost untapped retail industry

are the key attractive forces for global retail giants wanting to

enter into newer markets, which in turn will help the India

Retail Industry to grow faster. The study includes growth of

retail sector in India, strategies, strength and opportunities

of retail stores, retail format in India, recent trends, and

opportunities and challenges. It also concludes with the likely

impact of the entry of global players into the Indian retailing

industry. It also highlights the challenges faced by the

industry in near future.

38. M. Raja and M. I. Saifil Ali (2014)43 - Retailing occupies

a pre – eminent position in all economies. Retailing includes

all those activities that involve the sale of goods and services

to ultimate consumers for personal, family and household

use. Changes in Indian retailing have been constant but the

pace of development is fast over past few years. One such


2015


change is the emergence of private labels on the shelves of

retailers which becomes the integral part of retailing. Private

label products or services are typically those manufactured or

provided by one company for offer under another company’s

brand. Private label goods and services are available in a

wide range of industries from food to cosmetics to web

hosting. They are often positioned as lower cost alternatives

to regional, national or international brands, although

recently some private label brands have been positioned as

“premium” brands to compete with existing “name” brands.

Organized retail is a big revolution to Indian economy, which

not only contribute national brands and also private label

brands. So it is necessary to understand the customer

perception towards private label brands in a retail store. This

paper throws lights on the factors which influence the

customer perception towards private labels and to analyze

the customer expectation towards private labels using Big

Bazaar as a platform.

Thus, a review of previous studies in the area of Retail

Marketing with reference to Big Bazar reveals that research on

Innovative Marketing Practices in Retail Marketing Sector has

been more limited. In this study, the researcher has described its

marketing strategies and promotional activities. The study is based

on the effective marketing strategy which influences customer to

purchase a product of Big Bazaar’ helps to understand the effect

of marketing strategy which is responsible for attracting customer

towards big bazaar. The research was carried out as per the steps of


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Marketing Research. The well supportive objectives were set for

the study. To meet the objectives primary research was

undertaken. The data collection approach adopted was

experimental research. Big Bazaar is the fastest growing and most

successful Retail chain in India. Big bazaar is the first retail chain

to be started in India and is the largest until now. In the later part

of the study the researcher applied 4P’s marketing strategy to show

that how Big Bazaar has reached from introduction stage to growth

stage and observed via some points that this company is right now

in growth stage of Product Life Cycle model. The researcher also

analyzed the SWOT showing how this company made its brand

more effective. The study also described some suggestions to

improve its brand image towards customers.

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Documents

Chapter No. 02: Research Methodology and Review of Literature. · Chapter No.02: Research Methodology and Review of Literature. Page62 Introduction: Retailing is one of the world’s