Research on Big Bazar n Dmart

8/13/2019 Research on Big Bazar n Dmart

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1. INTRODUCTION

1.1 An Overview

As customers tastes and preferences are changing, the market scenario is also

changing from 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 changing tastes and preference of customer hich 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 no than that of olden days. There has been a

shift in the market demand in todays orld. Technology is one of the ma"or factors

hich is responsible for this paradigm shift in the mark. #e generation people are no

more dependent on haat market and far off departmental stores. Today e can see a ne

era in market ith the opening up of many departmental stores, hyper market, shoppers

stop, malls, branded retail outlets and specialty stores. In todays orld shopping is not

any more tiresome ork rather its a pleasant outing phenomenon no.

$y study is based on a survey done on customers of a hypermarket named big ba%aar &

'mart. It is a type of market here various kinds of products are available under one

roof. $y study is on determining the customers buying behavior in big ba%aar and

'mart and the satisfaction level of customers from these retail stores.

(ig (a%aar is part of )uture *roup, hich also ons theCentral Hypermarket, (rand

)actory, +antaloons, e-#, /omeTon, (s )air +rice to name a fe and is oned

through a holly oned subsidiary of Pantaloon Retail India2imited3BS4 !"#!$%

!"#!$%5, that is listed on Indian stock e6changes.

(ig (a%aar as launched in 7eptember, 8001 ith the opening of its first four stores

inalcutta,Indore, (angaloreand/yderabad in 88 days. :ithin a span of ten years,

there are no 1;8 (ig (a%aar stores in 90 cities and tons across India.

(ig (a%aar as started byishore (iyani, the *roup - and $anaging 'irector of

+antaloon


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Indian &on'(mption &o'mo'

'uring past decades private final consumption e6penditure has been the key

driver economic groth in India.

+age =


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1." CONSU)R BU*IN+ DCISION PROCSS

onsumer behavior refers to the mental and emotional process and the observable

behavior of consumers during searching, purchasing and post consumption of a product

or service.

onsumer behavior involves study of ho people buy, hat they buy, hen they buy and

hy they buy. It blends the elements from psychology, sociology, socio psychology, and

economics. It also tries to assess the influence on the consumer from groups such as

family, friends, reference groups and society in general.

Con'(mer ,(yin- ,eavior i' in/l(en&ed ,y te ma0or tree /a&tor'

1. 7ocial )actors.

8. +sychological )actors.

. +ersonal )actors.

So&ial 2a&tor'

7ocial factors refer to forces that other people e6ert and hich affect consumers purchase

behavior. These social factors can include culture and subculture, roles and family, social

class and reference groups.

B. P'y&olo-i&al 2a&tor'

+age = B


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These are internal to an individual and generate forces ithin that influence herChis

purchase behavior. The ma"or forces include motives, perception, learning, attitude and

personality.

C. Per'onal 2a&tor'

These include those aspects that are uniDue to a person and influence purchase behavior.

These factors include demographic factors, lifestyle, and situational factors.

Con'(mer de&i'ion makin- pro&e'' -enerally involve' /ive 'ta-e'

+age = ;


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1.

(ig (a%aar, is the chain of retail stores of the big banner Pantaloon Retail3India5

2td., hich in turn is a segment of the ishore (iyani, regulated )uture *roup of

ompanies. $oreover the customer friendly ambiance and the organi%ed retailing of

products also make (ig (a%aar one of the successful retail companies in India.

(ig (a%aar, a part of the Pantaloon +ro(p, is a hypermarket offering a huge array of

goods of good Duality for all at affordable prices. (ig (a%aar ith over ;0 outlets in

different parts of India, is present in both the metro cities as ell as in the small tons.

(ig (a%aar has no doubt made a big name in the retail industry of India, moreovershopping here is further made a memorable e6perience ith the varied rates of discounts

on products as ell as discount vouchers available in a variety of amounts, like I#uality 80O

+age = 89


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onvenience ;O

Analy'i'+eople are mostly encouraged to come to big ba%aar because of its cheap price

and availability of variety of products. Around E;O of the total respondent said they are

mostly encouraged to come to big ba%aar as it has variety options. ven most of the

customers said that they get goods there in a discounted price and so they come in to it.

$any customers also said that they feel good about the service and ambience provided by

big ba%aar. Around ;O of customers also said that convenience is also another factor

hich leads them to come to big ba%aar. +roduct Duality is rated at very lo that is only

80O hich encourages the customers to come to big ba%aar.

+age = 0


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Interpretation)rom this analysis I interpret that big ba%aar is a ell knon for its

variety options. +eople mostly come to big ba%aar as they get various kinds of products

under one roof. It is also clearly knon that big ba%aar sales its goods at a discounted

price as compared to the market. ven it provides a good service and ambience to its

customers hich encourages them to visit big ba%aar more and more times. I can also

interpret from this that big ba%aar has located itself in a good place from here it is able

to attract customers. As a hypermarket hich is to be located far off the city, big ba%aar

has located itself in a good place from here it is convenient for people to visit big

ba%aar. (ig ba%aar should try and produce more Dualitative products so that customers

can get more satisfaction and ould never think of not doing shopping in big ba%aar.

1


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+roduct >uality 18O

onvenience 0O

Analy'i'+eople are encouraged to come to 'mart because of its cheap price. Around

E0O of the total respondent said they are mostly encouraged to come to 'mart as it has

variety options. ven most of the customers said that they get goods there in a discounted

price and so they come in to it. Around 0O of customers also said that convenience is

also another factor hich leads them to come to 'mart. +roduct Duality is rated at very

lo that is only 18O .

Interpretation)rom this analysis I interpret that 'mart is a ell knon for its variety

options. ven it provides a good service and ambience to its customers hich encourages

them to visit 'mart. I can also interpret from this that 'mart has located itself in a good

place from here it is able to attract customers.

+age = 8


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%." Ci>'9(are

Cro''ta,'

Ca'e Pro&e''in- S(mmary

ases

Lalid $issing Total# +ercent # +ercent # +ercent

gender V

buying100 100.0O 0 .0O 100 100.0O

+age =


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-ender E ,(yin- Cro'' ta,(lation

buying

Total1 8

gender 1 ount B 8H E8

O ithin gender ;B.HO B;.8O 100.0O

O ithin buying F8.O ;8.HO E8.0O

O of Total B.0O 8H.0O E8.0O

8 ount 1 8; H

O ithin gender B.8O E;.HO 100.0O

O ithin buying 8F.FO BF.8O H.0O

O of Total 1.0O 8;.0O H.0O

Total ount BF ; 100

O ithin gender BF.0O ;.0O 100.0O

O ithin buying 100.0O 100.0O 100.0O

O of Total BF.0O ;.0O 100.0O

Ci>S9(are Te't'

Lalue df

Asymp. 7ig.

38@sided5

6act 7ig. 38@

sided5

6act 7ig. 31@

sided5

+earson hi@7Duare B.08;a 1 .0B;ontinuity orrectionb .89 1 .0F8

2ikelihood


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Symmetri& )ea'(re'

Lalue

Appro6.

7ig.

#ominal by

#ominal

+hi .801 .0B;

ramers L .801 .0B;

# of Lalid ases 100

+ W 0.0; i.e. .0B; W 0.0;

#ull hypothesis is re"ected

/ence there is a significant relationship beteen gender & buying .

Cro''ta,'

X'ata7et0Y

Ca'e Pro&e''in- S(mmary

ases

Lalid $issing Total

# +ercent # +ercent # +ercent

age V liking

100 100.0O 0 .0O 100 100.0O

+age = ;


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a-e E likin- Cro'' ta,(lation

liking

Total1 8

age 8 ount 0 1 1

O ithin age .0O 100.0O 100.0OO ithin liking .0O .1O 1.0O

O of Total .0O 1.0O 1.0O

ount 8 1

O ithin age EE.FO .O 100.0O

O ithin liking 8.9O .1O .0O

O of Total 8.0O 1.0O .0O

B ount 8 8 B

O ithin age ;0.0O ;0.0O 100.0O

O ithin liking 8.9O E.8O B.0O

O of Total 8.0O 8.0O B.0O

; ount EB 8H 98

O ithin age E9.EO 0.BO 100.0O

O ithin liking 9B.1O HF.;O 98.0O

O of Total EB.0O 8H.0O 98.0O

Total ount

EH 8 100

O ithin age EH.0O 8.0O 100.0O

O ithin liking 100.0O 100.0O 100.0O

O of Total EH.0O 8.0O 100.0O

+age = E


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Ci>S9(are Te't'

Lalue df

Asymp. 7ig. 38@

sided5

+earson hi@7Duare 8.H8Fa .B19

2ikelihood


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%.# 2a&tor Analy'i'

X'ata7et0Y

=)O and BartlettF' Te'taiser@$eyer@-lkin $easure of 7ampling

AdeDuacy..;90

(artletts Test of

7phericity

Appro6. hi@7Duare B.08H

df 10

7ig. .000

Correlation )atri@

age gender income buying liking

7ig. 31@

tailed5

age .01 .8HF .000 .1

gender .01 .19E .000 .1E1

income .8HF .19E .88H .11

buying .000 .000 .88H .8E8

liking .1 .1E1 .11 .8E8

+age = H


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Comm(nalitie'

Initial 6traction

age 1.000 .BH1

gender 1.000 .;H

income 1.000 .F0buying 1.000 .F0;

liking 1.000 .80

6traction $ethod4 +rincipal

omponent Analysis.

+age = 9

Total 8arian&e @plained

om

pone

nt

Initial igenvalues

6traction 7ums of 7Duared

2oadings


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Component )atri@a

omponent

1 8

age @.E;9 @.81;

gender .F; @.18;

income @.10F .HBH

buying .HE @.0FE

liking .80 .;8H


omponent Analysis.

a. 8 components e6tracted.

+age = B0


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Rotated Component

)atri@a

omponent

1 8

age @.EBB @.8;Egender .FE0 @.0FH

income @.1E0 .H9

buying .H9 @.08

liking .1E9 .;B0


omponent Analysis.


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$- LA2J [ 0.;90

:hich is greater than 0.;

Therefore, the factor is in good fit.

7ignificance level[ .0

:hich is less than .1

Total Lariance 6plained 4

2oss of Lariance4 100 S FF.E1B [ 88.HE

)actors4

)actor 14 gender and buying)actor 84 income and liking

!. 2INDIN+S

1. $ost of the customers buy their reDuirement from (ig (a%aar & 'mart on :eekly

and monthly basis. ustomers reali%ed that (ig (a%aar & 'mart stores provide

Dualitative productsCservice ith reasonable price.

8. At present time (ig (a%aar & 'mart provide different types of product assortments to

the customers.

. ontinuously opening of (ig (a%aar chains in different ma"or cities, increasing

Duantities of the customers & profit sho that (ig (a%aar most accepted name in

organi%ed retail chain in India.

+age = B8


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B. (ig (a%aar & 'mart mainly deal ith middle income group people ho ant

Dualitative product ith reasonable cost.

;. (ig ba%aar & 'mart has a good reputation of itself in the market.

E. (ig ba%aar has positioned itself in the market as a discounted store.

F. (ig ba%aar & 'mart holds a huge customer base. The ma"ority of customers belong to

middle class family.

H. Impulse buying behavior of customers comes in to play most of the times .

9. There are more than ;0 big ba%aars & 'mart store in different cities of India, it

seems that there is a vast groth of big ba%aar & 'mart lying as customers demand is

increasing for big ba%aars & 'mart.

10. ' $art does not retail its private labels but (ig ba%%ar do

11. (ig ba%aar & 'mart is a hypermarket as it provides various kinds of goods like

apparels, grocery, stationary, food items, electronic items, leather items, atches,

"eellery, crockery, decorative items, sport items, chocolates and many more. It

competes ith all the specialty stores of different products hich provide goods at a

discounted rate all through the year.

18. The ma"or players in retail industries are (ig ba%aar, 'mart, The Tata *roups

3roma5, Lishal


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. SU++STIONS

(ig ba%aar & 'mart should include more of branded products in its product

category so as to attract the brand choosy people to come in to big ba%aar.

(ig ba%aar & 'mart should provide large parking space for its customers so that

they can easily park their vehicles.

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

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

+age = BB


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

customers of big ba%aar.

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

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

'uring the off peak hours big ba%aar & 'mart should provide some offers to its

customers so that people ould be encouraged to come to big ba%aar & 'mart

during off peak hours. The customers ho are present in the mall during the off

peak hours of big ba%aar & 'mart ill definitely go in to big ba%aar & 'mart if

surprise offers are made at that time.

ustomer care department is needed to take proper care of customer complaints

and Dueries. The person sitting at the help desk of big ba%aar & 'mart should be

able to provide all necessary information to the customers henever it is reDuired.

The infrastructure is needed to be changed a bit during eekends as heavy crod

comes in to big ba%aar & 'mart during those days.

+age = B;


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$. CONC6USION

(ig ba%aar & 'mart is a ma"or shopping comple6 for todays

customers. It is a place here customers find variety of products at a reasonable price.

(ig ba%aar & 'mart has a good reputation of itself in the market. (ig ba%%ar has

positioned itself in the market as a discounted store. It holds a huge customer base. The

ma"ority of customers belong to middle class family. The youth generation also likes

shopping and moving around big ba%aar & 'mart. Lolume sales alays take place in big

ba%aar & 'mart. Impulse buying behavior of customers comes in to play most of the

times in big ba%aar & 'mart.

+age = BE


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G. R2RNCS

BOO=S

1. $arketing


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. http4CC.pantaloonretail.inCpdfCar\800F\800H.pdf

. APPNDICS

(e'tionnaire

B(yin- pre/eren&e o/ &('tomer' toward' Bi- Ba3aar : D )art

1. Name JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJ

". A-e

a. Below 1! ,. 1 to "! &. " to %uality f. 7chemes

1uality f. 'aily 'iscounts

11. Rank Bi- Ba3aar and D )art on te ,a'i' o/ /ollowin- parameter'. +ive

Rankin-' /rom 1 to !L 1 ,ein- te lowe't and ! ,ein- te i-e't.

Bi- Ba3aar D )art

Pri&e

(ality

6oyalty

C('tomer Servi&e

Be't Deal'

Convenien&e

1".5i& 'tore yo( like te mo't : wy

(igba%aar\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

' $art \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

+age = ;1


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Documents

Research on Big Bazar n Dmart