A DISSERTATION REPORT

1
“A Study on Buying Behavior of Customer
in
Big Bazaar in Meerut”

SUBMITTED TO: SUBMITTED BY:

Prof. P.K. AGARWAL Ranjeet Kumar Bhargava
Director P.G.D.M, IV Sem
Roll No-M07044
IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
POST GRADUATE DIPLOMA IN MANAGEMENT

IIMT PROFESSIONAL COLLEGE,

MAWANA ROAD, GANGA NAGAR, MEERUT,
UTTAR PRADESH, INDIA

2
 DECLARATION

I Ranjeet Kumar Bhargava, a student of PGDM IV Semester of IIMT

PROFESSIONAL College, Meerut hereby declare that the research project report
titled “A Study on Buying Behaviour of Customer in Big Bazaar” is my
original work and the same has not been submitted for the award of any other
diploma or degree.

Place: Meerut
Ranjeet Kumar Bhargava

Date:

3
 Acknowledgement

A project is never the sole product of a person whose name has appeared on the cover.
Even the best effort may not prove successful without proper guidance. For a good
project one needs proper time, energy, efforts, patience, and knowledge. But without any
guidance it remains unsuccessful. I have done this project with the best of my ability and
hope that it will serve its purpose.

“To be or not to be is not anything which matters, how to be thankful is what really
matters”

It was really a great learning experience and I am really thankful to my faculties, who not
only helped me in the successful completion of this report but also spread his precious
and valuable time in expanding my knowledge base.

I wish to acknowledge my gratitude towards IIMT Management College, my friends and

all those persons who are responsible for the successful completion of this project.

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 Executive Summary

As customers taste 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 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 today’s world. Technology is one of the major factors, which is
responsible for this paradigm shift in the market. Today’s 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, 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 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 customer’s 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 customer’s future needs and wants.

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 LIST OF CONTENTS

S.No. Name of Contents Page

NO.
1. INTRODUCTION 8

2. COMPANY PROFILE 20

3. RESEARCH OBJECTIVE 37

4. RESEARCH METHODOLOGY 39

5. LIMITATIONS 43

6. ANALYSES AND INTERPRETATION 45

7. SWOT ANALYSIS 79

8. SUGGESTIONS 82

9. CONCLUSIONS 85

10. QUESTIONNAIRE 88

11. BIBLIOGRAPHY 96

12. ANNEXURE 99

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Introduction

7
Introduction About the Company
Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its

chain of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of

management capabilities, high growth product profile, well-developed strategy and

extensive IT and logistics capabilities, PRIL has ensured rapid growth. More importantly,

while most organized retailers are struggling to be in black, PRIL has demonstrated a

consistent track record of profitable growth.

COMPANY RESEARCH

PRIL has chalked out an aggressive expansion plan to increase its retail space to over

1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloon’s, 11Big

Bazaars and 2 Food Bazaar’s has already been finalized, and these would be Operational

over the next two years. PRIL aims to set up over 30 Food Bazaar’s and is scouting for

appropriate locations for the same.

After popularizing the concept of hypermarket in India, PRIL is now also setting up a

new format shopping mall in the country under the name ‘Central’. The format would be

on the lines of a Selfridhes in London or a Central Mall in Bangkok. Two malls of

100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively

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Diversity of product range will ensure profitable volume growth

To achieve better return on retail space, PRIL uses certain product categories as margin

managers and certain product categories to generate traffic. The food and groceries

business will act as key volume growth driver while high share of apparel (which account

for over 80% sales in Pantaloon Stores and 40% in Big Bazaar) will enable PRIL to

maintain high margins. The management has demonstrated its ability to improve stock

turnovers in both the formats successfully, which has enabled significant margin

improvement.

Fully integrated value chain and own labels give competitive edge

PRIL has a completely integrated value chain in apparels from fabric manufacturing to

apparel manufacturing, branding, distribution to retailing. The company controls the total

value chain from yarn to apparel retailing and gives a competitive edge in terms of speed

of delivery; lower inventory carrying costs and better realizations. Also, large part of

PRIL’s apparel revenues comes from own private labels. PRIL has developed significant

competencies in apparel branding over a period of time and has developed own labels

(John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories.

Worldwide, private labels give higher margin to retailers than the national brands.

Also growth of private labels is faster as retailer controls shelf space and visibility. Other

initiatives such as faster turnover of stocks by introducing 6 seasons in a year (against 2

earlier) has helped in bringing down inventory levels and at the same time providing

wider choice to customer and improving frequency of customer visits.

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High scalability of business model – multiplier effect will set in

Size and scale drive economies on procurement and lower logistics costs, which enables a

retailer to deliver better value to customers. The hyper-market format has much higher

scalability as compared to the pure apparel-retailing format. Also, the potential to expand

and scale is virtually unlimited in the food & grocery segment, where efficiencies

improve dramatically with scale as the multiplier effect sets in. Food constitutes the

largest expenditure item (estimated at over 50%) of an average

Indian’s monthly personal expenditure. However, the share of modern retail formats in

the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth

potential in the segment.

New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better choice for

selection. Different product categories have different depth and width in merchandise

offering. Besides, PRIL has tied up with Shop-in-Shop partners in its Big Bazaar stores.

Some product categories where the company does not have core competency or does not

want to invest, but would attract customers are catered through these partners.

Eventually, in the long run, the Company may manage some of these product categories

on its own as volumes grow and it develops competencies in these businesses.

Shop-in-Shop partners typically pay a fixed rental for their space and share a part of their

profits. By expanding the range of product offerings and retail formats, PRIL today has

been able to target a much larger share of the consumer’s basket (about 70% as against

less than 8% in 1994).

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PRIL will be adding new product categories to its business in both Pantaloons as well as

Big Bazaar stores. Gold, Investment products, White goods and Appliances, Footwear

will be the new product categories that will be added. These product categories will help

in improving Walk In’s into its stores and generate additional business from the existing

categories too.

Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge untapped Indian

market. However policy restricts Direct Foreign Investment in the sector. There is a high

likelihood of the Government lifting restriction on FDI into the retail sector in the near

future. Entry of these foreign giants - with significant experience and skills in retail

management would increase competition for PRIL. However, we believe that given the

widely dispersed and heterogeneous nature of Indian markets, a foreign entrant would

find it extremely difficult to establish a national presence. Pantaloon with its early

Mover advantage and understanding of local markets is well entrenched to retain high

customer share.

Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Manz

Wear Private Limited under the stewardship of Mr. Kishore Biyani. It was converted into

a public limited company in September, 1991. The company sold branded garments

under Pantaloon, Bare and John Miller brands. PRIL set up its first menswear Pantaloon

Shoppe outlet in 1993. The company’s name was changed to Pantaloon Retail (India)

Limited in 1999, when it made a full-fledged entry into the retail segment through the

Pantaloons Family Store.

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Pantaloon Retail (India) Ltd: A Company Snapshot

Business Description:

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails

stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is

the discount store which offers a wide range of products under one roof. The products

include apparels and non-apparels such as utensils, sports goods and footwear. The

Company also has its presence into gold retailing by launching Gold Bazaar. The

Company's Food Bazaar provides a range of food and grocery products ranging from

fresh fruits and vegetables, staples, FMCG products and ready-to-cook products. The

Central offers a chain of stores including books and music stores, global brands in

fashion, sports and lifestyle accessories, grocery store and restaurants. The Pantaloon

retail stores focus largely apparels and accessories.

About Pantaloon Retail (India) Ltd

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores

for the financial year ending June 2008. The company is headquartered in Mumbai and

has a presence in Lifestyle Retailing through 18 Pantaloons Stores, 3 Central Malls in

Bangalore, Hyderabad and Pune. In Value Retailing it is present through

24 Big Bazaar hypermarkets, 38 Food Bazaars and 2 Fashion Stations. PRILhas a

national presence with 2.6 million square feet of retail space across 24 cities.

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Pantaloon: Fashion by Pantaloon

Pantaloon is the company's departmental store and part of life style retail format. In fact,

PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store

in Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it

self in the hearts and minds of the aspirational Indian customers. The company has depth

of offering for both men and women at affordable prices. A striking characteristic of

Pantaloon has been the strength of its private label programme. John Miller, Ajile.

Scottsvile, Lombard, Annabelle are some of the successful brands created by the

company. With 13 stores across the country and an ever-increasing stable of private

brands, Pantaloon - in the coming years is poised to become a leading fashion trendsetter.

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the company’s foray into the world of hypermarket discount stores, the first

of its kind in India. Price and the wide array of products are the USP’s in Big Bazaar.

Close to two lakh products are available under one roof at prices lower by 2 to 60 per

cent over the corresponding market prices. The high quality of service, good ambience,

implicit guarantees and continuous discount programmes have helped in changing the

face of the Indian retailing industry. A leading foreign broking house compared the rush

at Big Bazaar to that of a local suburban train.

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Food Bazaar – Wholesale prices

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all the

advantages of Quality, Range and Price associated with large format stores and also the

comfort to See, Touch and Feel the products. The company has recently launched an

aggressive private label programme with its own brands of tea, salt, spices, pulses, jams,

ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on

sale), Food Bazaar has proved to be a hit with customers all over the country.

Big Bazaar

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and

which work on Wal-Mart type economies of scale. They have had considerable success in

many Indian cities and small towns. Big Bazaar provides quality items but at an

affordable price. It is a very innovative idea and this hypermarket has almost anything

under one roof….Apparel, Footwear, Toys, Household Appliances and more. The

ambience and customer care adds on to the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin !

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get: A wide range of products at 6 – 60 % lower than the

corresponding market price, coupled with an international shopping experience.

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Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories. Toys
Luggage
Cosmetics Home Textiles
Linens
Crockery Home Needs
Sarees
Dress Materials Suiting & Shirting Household Appliances
Stationery
Electrical Accessories Household Plastics
Utensils & Utilities
Electronics Hardware

Footwear Home Decor

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all

the advantages of Quality, Range and Price associated with large format stores and also

the comfort to See, Touch and Feel the products.

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'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large

supermarkets with a difference. It was flagged off in April'02. With store sizes ranging

from 8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &

Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It

currently caters to over 1.2 million customers every day across 4 outlets in India and is

soon set to expand and double this figure across 12 outlets all over the country by June

2009.

Food Bazaar offers the Indian consumer the best of Western and Indian values. The

western values of convenience, cleanliness and hygiene are offered through pre packed

commodities and the Indian values of "See- Touch- Feel" are offered through the

“Mandi” atmosphere created by displaying staples out in the open, all at very economical

and affordable prices without any compromise on quality. This satisfies the Indian

consumer and comforts her before making her final buying decision. At other super

markets, the consumer is deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana

kitna Aasaan”. This positioning platform of Food Bazaar is evident from the higher

discounts and the wholesale price-points which is below MRP.

Food Bazaar represents the company’s entry into food retail and is

targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to

provide the much important ‘touch & feel’ factor which Indian housewives are used to in

the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery,

FMCG products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides

16
fruits and vegetables. All products are sold below MRP and discounts range between 2%

to 20%. Fruits and vegetables are sold at prices comparable to wholesale prices

17
Introduction to
Subject

18
Retailing

The Indian consumer could well be crowned King with all economic indicators in the

right place. Queuing up for the coronation ceremony are a multitude of global companies

that are looking at India as the next consumer market powerhouse. And it seems to be the

retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This

project will give focus on the global scene to retail industry and what will drive the

growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain

– connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey by AT Kearney, an overwhelming proportion of the

Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore

segment of the market is organised.

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From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.

160,000 crore by 2008. The TOTAL retail market, however, as indicated above will grow

20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2008.

A study by McKinsey points out that India's market for consumer goods could reach a

whopping $400 billion by 2010 - making it one of the five largest in the world. Further,

KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has

said: "India represents an economic opportunity on a massive scale, both as a global base

and a domestic market." The report, however, finds that the next leap in the growth of the

consumer market will be spearheaded by the changing dynamics of the retail sector.

"Companies expect that the next cycle of change in Indian consumer markets will be the

arrival of foreign players in consumer retailing. Although FDI remains highly restricted

in retailing, most companies believe that will not be for long," says Deepankar Sanwalka,

Executive Director and Head - Consumer Markets, KPMG India.FDI in retail has once

again begun to appear imminent following Prime Minister Manmohan Singh's recent

interview to McKinsey, in which he expressed confidence that he would be able to get the

Left parties on board on the matter. KPMG is in fact going ahead with its plans to

conduct a series of five roadshows in the US and a few countries in Europe to hold

discussions about the opportunities in India's consumer markets, especially in retail. And

the numbers do lend credence to the enthusiasm.The Economist Intelligence Unit (EIU)

country briefing on India, 2008, estimates the retail market in India will grow from $394

billion in 2008 to $698.9 billion in 2011. In fact, KPMG finds that the organised retail

20
sector in India is expected to grow at a higher rate than GDP growth in the next five

years, driven by changing lifestyles, strong income growth and favourable demographic

patterns. According to EIU, India currently has more than five million retails outlets, out

of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast. .

Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s

and Piramal’s has set up stores/malls and built businesses within retail. Thesem include

the Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Raheja’s

Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet and the Crossroads Mall set

up by the Piramal’s. While many of these initiatives were initially driven by the need to

use existing real estate, they are beginning to assume the contours of a serious business

today.

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail

to grocery and convenience stores. Suitability of location, optimal utilization of real

estate, diversifying business to reduce reliance on the commodity nature of fuel retail

business and improve margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more

successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old

Chennai based chain selling consumer durables and Narula’s - the food chain in North

India.

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Interestingly, manufacturers are also looking for forward integration and are building

chains around brands. Brands in apparel, footwear and durables have driven the growth

of specialty chains and upgraded existing multi-brand outlet.

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Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of

small, independent, owner-managed shops, it happens to be the country's second

largest employer after agriculture. The country is currently witnessing a boom in

retailing, thanks mainly on account of an increase in the disposable incomes of

middle and upper-middle class households.

More and more corporate houses, including large real estate companies, are now

entering the retail business directly or indirectly. One sign of the modernization of

Indian retailing is the rapid growth in the number of speciality malls and theme

malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens,

Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken

the lead in organised retailing.

Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only around two

per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by

the end of this decade. Four product categories have led the organized retailing wave:

foods, apparel, lifestyle products, consumer durables and electronics. In recent times,

several theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic

Mall, Auto Mall, etc catering to specific needs and occasions have been completed or

announced.

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Many top developers are now toying with the idea of developing speciality malls.

Speciality malls are already a success in the West, whereas the concept is in its infancy in

India. One could venture so far as to say speciality and theme based retailing will drive

the growth of organized retailing in India.

ORGAINSED RETAILING

Organised retailing got a leg up during 2008 with the opening of new format stores, rapid

growth of existing players, start-up of new-generation shopping malls, the Government's

intention of allowing a certain level of foreign direct investment in retail and the

formation of a retailers' association. With consumer sentiment positive during most of

2008, it led to substantial spending across a number of categories such as consumer

durables, clothing and lifestyle, automobiles and telecom products. At the beginning of

this decade, organized retailing accounted for a mere $2.9 billion in India. This is only

1.25 per cent of the estimated total retail market. This share has already grown to 2 per

cent. Growth projections for retail business vary widely. Some studies estimate that by

2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per

cent.

BIG BAZAAR AT DELHI METRO STATIONS!

First time a Discount Hypermarket opens at a Metro Station

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Pantaloon Retail opens 2 Big Bazaars at Wazirpur & Inderlok

Metro stations in Delhi

Pantaloon Retail (India) Limited, the country’s leading retailer, opens 2 BIG BAZAARS

in Delhi. 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 BAZAAR in NCR region to 4.Both

BIG BAZAAR, Wazirpur & BIG BAZAAR, Inderlok 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 – Women’s Apparel, Men’s Apparel, Accessories like belts

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

and Home Décor 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 &

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

and CD’s, Chill Station, Home Care Products, Accessories, Kitchen Linen.

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

(India) Ltd., said, “We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations

in Delhi. As has been the homemaker’s experience across the country, the store is a

support to the homemaker’s untiring effort of saving the maximum while giving the best

to her family. Our opening of the 2 stores in Delhi after the runaway success of the other

stores at Gurgaon & 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.

26
A layout chart of Big bazaar located at Indralok

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

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16. MUSIC COUNTER

17. LADIES ETHINIC

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

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 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.

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

big bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water

bottles are available in one part. Kid’s 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 men’s 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.

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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 – lingerie’s,

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.

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 1st 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

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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. Men’s Formals 8. Confectionaries

9. Men’s Ethnic 9. Tea and Coffee

10. Men’s Casuals 10.Personal Cars

11. Men’s Accessories 11.Plastics

12. Men’s 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

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BIG BAZAAR AT GURGAON

From today, housewives and compulsive shoppers in Gurgaon need

not step elsewhere for shopping. With Big Bazaar, the hypermarket

(discount store) from Pantaloon Retail (India) Ltd. opening its first

outlet in North India, they have a lot to choose from. Spread over an

area of around 50,000 sq ft, Big Bazaar offers a variety of products

2% to 60% lower than the corresponding market price. After

consolidating its position in 4 cities – namely Hyderabad, Kolkata,

Bangalore and Mumbai (Lower Parel and Mulund), Big Bazaar is all set

to win t! he hearts of people in Delhi and Gurgaon.

Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer,

Pantaloon Retail (India) said, "The Company was the first in India to

launch a hypermarket discount store - Big Bazaar. Seeing the

tremendous response, today we are pleased to bring the same

excitement to shoppers in and around Gurgaon in the form of Big

Bazaar with its variety, discounts and shopping ambience. The main

attraction at Big Bazaar is the product variety. The company will stock

about 1,70,000 items. In short, there is something for everyone."

Big Bazaar has apparel and accessories for men, women and children

32
besides Cosmetics, Toys, Home Needs, Household Appliances, Gift

items, Jewellery, Luggage, Linen, and a lot more.

Food Bazaar, with an area of around 10,000 sq ft is also a part of Big

Bazaar offering products at wholesale rates below the MRP. To attract

regular bazaar-goers, a mandi has been created within Food Bazaar

where Consumers could touch, feel, pick & choose products. This

choice has been supplemented by the provision of packaged food for

the Westernized shoppers. Food Bazaar will stock around 10,000 stock

keeping units (SKUs). These will include provisions, vegetables, fruits

and fresh produce, FMCG products, bakery products, basic staples,

cereals, pulses, cooking oils, flour, spices, dry fruits, health food, baby

food, dairy products, drinks, beverages as well as ready-to-eat and

ready-to-cook product! s. There are special purchase offers and

discounts worked out with several leading brands exclusively for Food

Bazaar customers making shopping at Food Bazaar highly affordable.

33
Research
Objective

34
OBJECTIVE OF THE STUDY:

Main objective of the study is to find out the buying behavior of the customers coming in
to Big Bazaar.

There are some extensive objectives for the study which are listed below.

1. To determine the current status of Big Bazaar.

2. To find out the customers response towards Big Bazaar.

3. To study the satisfaction level of customers in different attributes of Big Bazaar.

35
 Research
Methodology

36
 RESEARCH METHODOLOGY

Technology and customers tastes and preferences plays a vital role in today’s generation.

Research Methodology is a set of various methods to be followed to find out various

information’s regarding market strata of different products. Research Methodology is

required for every industrial service industries for getting acquire knowledge of their

products.

Period of Study: This study has been carried out for a maximum period of 7 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process

requiring care, sophistication, experience, business judgment, and imagination for which

there can be no mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability

sampling procedure would require detailed information about the universe, which is not

easily available further, it being an exploratory research.

Sample Procedure: In this study “convenience sampling procedure is used.

Convenience sampling is preferred because of some limitation and the complexity of the

random sampling. Area sampling is used in combination with convenience sampling so

as to collect the data from different regions of the city and to increase reliability.

37
Sampling Size: The sampling size of the study is 200 users.

Data Collection: Data is collected from various customers through personal

interaction. Specific questionnaire is prepared for colleting data. Data is collected with

mere interaction and formal discussion with different respondents

Tools of Analysis: - The market survey and the techniques for marketing and

investment of finance is carried out by physically interacting with the potential customers

in big bazaar.

Research Design: - The research work is exploratory in nature, and is meant to

provide the basic information required by research objectives. It is a preliminary study

based on primary data and the findings can be consolidated after a detailed conclusive

study has been carried out.

38
39
Limitations

40
 Preparation of a project report and concluding a research is a whole process

which is carried out in a number of steps. Therefore through out the whole

process of research there are a number of difficulties encountered by researcher,

at every step. In the present study we may assume following limitation.

1. Data don’t represent entire population behavior.

2. It is very difficult to measure perception by means of mathematical

calculation.

3. This research was done in Delhi and gurgaon city only hence this

Conclusion is valid only for Delhi and gurgaon.

4. It was assumed that respondent have the knowledge of the choice that

were given in the questionnaire and respondent were compelled to

choose only from given alternatives.

The respondent view point on the study/questionnaire purely judgment and may be

induced by other reasons also.

41
Analysis

42
 ANALYSIS

The survey is done on big bazaar. Survey is done of 200 respondents of Delhi who

come to visit big bazaar. A specific questionnaire is prepared for the customers and data

is obtained from them by moving around big bazaar and personally interacting with them.

The customers gave valuable information regarding their consumption pattern in big

bazaar. All informations are collected and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is done

as per the information obtained from the customers and a serious interpretation has been

done to best of my effort.

43
 Income wise distribution of customers coming to big bazaar

Higher Income Group 5%

Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%

INCOMEGROUP

5%
25% Higher Income
Group
MiddleIncome
Group
Lower Income
50% Group
20% NoIncomeGroup

44
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 200 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 category. The higher-level

income group people don’t prefer to do shopping in big bazaar, as it doesn’t deal with

branded products. The higher-level income group people are very status conscious and

their psychology is such type that they don’t 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 don’t 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 don’t have much interest to come to big bazaar and do shopping.

45
 Purpose behind visiting big bazaar

Shopping 60
Outing 10
Both 30

PURPOSE

30%

Shopping
Outing
60% Both

10%

46
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 don’t 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.

47
Demand for other retail outlets in a mall

Garment Outlet 40%

Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%

garment outlet
5%
10% foot wear outlet

10% 40% food court

entertainment

20% gift corner

15% jewelery and

watches

48
Analysis: The above graph shows that 40% of people visit garment outlet in a mall
other than that of big bazaar. 20% of people also prefer to visit food court in a mall other

than big bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar.

10% of people also go to mall for entertainment purpose. Some people that are 15% each

also visit gift corner store and jewellery & watches store in a mall other than big bazaar.

Interpretation: From this analysis I come to know that most of the people tend to

visit garment outlets in a mall other than big bazaar as it has some exclusive branded

outlets. People also go for footwear stores as malls have branded footwear stores in it.

People go for watching movies to mall for entertainment. Yet a few people visits gift

corners and jewellery stores in a mall. This is of course a threat for big bazaar that it is

not able to attract customers from other retail outlets and retain them with it. Big bazaar

should definitely include more of branded products in its product category in order to

bring in the customers of mall to it and retain them with it. It can include some of the

exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy

customers.

49
Products mostly purchased by customers in big bazaar

Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%

Anyother Item

Gift Item

Electronic Item

Leather Item Series1

FoodItem

Grocery

Clothes

0% 20% 40% 60% 80%

Analysis: This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is for

50
food items that is 50%. 25% demand is for leather items in big bazaar. Electronic items

holds 15% of demand and gift items and other items has a demand of only 10% by the

customers of big bazaar.

Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items in big bazaar. Electronic items have a little

demand by the customers. Gift items and other items are not much in demand by the

customers. I can interpret that clothes, grocery and food items are the major products

which hold maximum number of customers. So big bazaar should maintain its low

pricing and product quality to keep hold of the customers and also it should keep more

qualitative products of gift and leather items so that people would go for more purchase

of these items from it. Big bazaar has many local branded products of grocery and cloths

and it is successfully selling it. It should also include branded products so that more sales

can take place.

51
Expenditure pattern of customers coming in to big bazaar

Below 500 11%

500-1000 16%
1000-1500 22%
1500-2000 22%
More than 2000 29%

EXPENDITUREPATTERN

11%
29%
Below500
16%
500-1000
1000-1500
1500-2000
Morethan2000
22%
22%

Analysis: We can clearly see from this graph that majority of the customers spend a
lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to big

bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs

1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and

only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.

52
Interpretation: From this I interpret that most of the customers purchase goods in
bulk which leads them to spend a lot. Volume sales are high in big bazaar. Customers

tend to purchase more goods from big bazaar as it provides goods at a discounted rate.

Probably those persons who spend more in a visit to big bazaar are purchasing on a

monthly basis. Those customers who are spending very less money that is below Rs 500

are mostly coming in just to move around big bazaar and spend time. In the process they

used to spend money on food items and also purchase some products while roaming in it.

Impulse buying behavior of customers comes in to play to a large extent. More discounts

shall be provided to people who does bulk purchase. This will encourage people to

purchase more products.

53
Time spent by customers in shopping in big bazaar

Less than half an hour 10%

Half an hour to 1 hour 30%
1 hour to 1 1/2 hours 50%
1 1/2 hours to 2 hours 40%
More than 2 hours 20%

More than 2 hours

1 1/2 hours to 2 hours

1 hour to 1 1/2 hours Series1

Half an hour to 1 hour

Less than half an hour

0% 20% 40% 60%

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents said that they spend at least 1 hour to 1 ½ hours in big bazaar. 40%

respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar.

Only 10% of people said that they spend very little time that is less than half an hour in

big bazaar.

54
Interpretation: As per the given data I interpret that customers are very product
choosy now a days and that’s why they spend a lot of time in shopping in big bazaar.

Probably customers might even be spending more time in big bazaar as it provides a very

nice ambience and atmosphere for the people to shop in. Hence those persons who spend

half an hour or less than half an hour in big bazaar are those persons who just come to

purchase limited products and come only because of low pricing of products. People also

spend much time in it but purchase very few goods. The sales personnel should focus on

the people who take long time in shopping and purchases a lot and provide special kind

of service to them as they are the major customers.

Comparison of footfalls in weekdays and weekends

Weeks days 40%

Weekends 60%

55
 FOOTFALLS

40%
Weeks days
Weekends
60%

Analysis: The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays where as

60% of people visit big bazaar in weekends.

Interpretation: I can clearly interpret from this that most of the people tend to visit
big bazaar in weekends rather than that of week days. There are more footfalls in big

bazaar in weekends than that of week days. Though there is not much difference as 40%

of people visit big bazaar in week days hence in weekends the footfall increases by 10%.

56
As people come more in weekends, so big bazaar should keep it open for more time in

weekends. The infrastructure can be changed a bit in weekends so that customers can see

more products clearly and can move around comfortably. In order to bring in more

number of customers in week days big bazaar should provide some schemes in week days

which will encourage people to come in to it in week days also. Hence the crowd is more

in weekends and big bazaar should avail more parking spaces for its customers in

weekends. It can make some temporary arrangement for parking every weekend. It

should not spend much money in advertising and displaying of products in weekdays

rather it should advertise and display products more in weekends as more number of

people comes in weekends.

Customer’s preference of timing to visit big bazaar

10 A.M. - 6 P.M. 42%

6 P.M. -10P.M. 58%

57
 TIMEPREFERENCE

42%
10A.M. - 6P.M.
6P.M. -10P.M.
58%

Analysis: The above pie chart shows that most of the people prefer to visit big bazaar
in evening time than that of the daytime. Only 42% of people tend to visit big bazaar

during daytime while 58% of people tend to visit big bazaar during evening time.

58
Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and daytime is the off peak time for big bazaar. There is more number

of people found in big bazaar during evening time than that of daytime. Probably more of

products are being sold during evening time in big bazaar than that of daytime. Big

bazaar shall provide some special offerings during daytime so that more people should

come in during daytime. It could offer some special kind of product in daytime, which

will be not available during evening time. In this way it will bring in more number of

people during day time for getting the special kind of products but along with that it will

be able to sale other products as people do a lot of impulse buying at big bazaar.

Comparison of customers purchasing with planned list of

products and purchasing products on an unplanned basis

59
Yes 80%

No 20%

PLANNEDANDUNPLANNED
BUYERS

20%

Yes
No

80%

60
Analysis: As shown in the graph out of my total respondents of 200, 80% of

customers come to big bazaar with a planned list of products. Only 20% of people come

in to big bazaar without any planned list of products to be purchased from big bazaar.

Interpretation: As per the data obtained from the customers of big bazaar I

interpret that most of the customers comes in to big bazaar with a planned list of

products. Few customers come to big bazaar without any planned list of products and

purchases products depending on their selection. These people basically come to the mall

and hence get in to big bazaar. Depending on the product category and brand and quality

of products they purchases goods. Some couples come to mall and go to food bazaar to

have food together and to have chit chat among them. The customer who comes with a

planned list of products purchases more products than that of the customers who comes

without any planned list of products. So big bazaar should provide more variety and

essential goods so that more number of people should come in with a planned list of

products.

61
 Brand preference of customers in big bazaar

Yes 10%
No 50%
Depends on category 40%

BRANDPREFERENCE

10% Yes

40%
No

50% Dependson
category

Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny

62
that they don’t prepare in list of brand in advance. 40% of people told that they prepare a

list of brand depending on the product category.

Interpretation: From this I interpret that customers don’t opt for much brand
preference while purchasing products in big bazaar. A few customers search for brands

but depending on the product category. Customers probably don’t decide for brands on

products as there are not much of known branded products available at big bazaar. On

product categories like grocery and clothes, big bazaar has many local branded products.

Customers purchase a lot of these, as it’s cheap in price even though its quality is not so

good. As most of the customers belong to lower class and middle class people, they

purchase those local branded products as it gives them value for money. Different

products of the same category have different prices. Quality of products varies with the

price. This enables customization of products for various types of customers. Customers

search for brands mostly in apparel section. Some customers also pre decides the brand

on the local manufactured grocery and food products of big bazaar. Big bazaar should

include more of the branded products in its each category so that customers have more

options to choose among the brands. This will bring in more number of people to big

bazaar, which will definitely increase the sales.

Comparison of brand preference on different product category

63
 Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%

45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
s

em
m

s
ry
s

Ite

m
It e
th

It
ce

Ite
lo

er
er

ro
c
C

th
ni

ift
h

G
at

O
ro

G
Le

ct

ny
le

A
E

64
Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift
items and 25% is on electronic items. Brand preference on leather items is 2% and 12%
on any other item.

Interpretation: From this I interpret that some of the products brand are predecided
in advance and for some of the products customers don’t at all predecide any brand. As
per electronic goods are concerned customers predecide the brand as many branded
electronic products are available in big bazaar. The customers predecides brands on
cloths and grocery most as big bazaar produces much of local brands and also have some
well known branded products of clothes with it like flying machine jeans.

65
Cash Payment 73%
Credit Card 21%
Debit Card 6%

Mode of payment of customers in big bazaar

MODEOFPAYMENT

6%

21%
CashPayment
Credit Card
Debit Card

73%

66
Analysis: As per my study is concerned, out of the total respondents 73% of people
make cash payment in big bazaar. 21% of them uses credit card as their mode of payment

and 6% of the people makes payment in big bazaar through their debit card.

Interpretation: As per the obtained data I interpret that maximum number of

people makes cash payment in big bazaar. A fraction of people uses their credit card for

payment in big bazaar and a very few people uses their debit card for payment. I can

interpret that quick exchange of money for goods is done in big bazaar as most of the

people mode of payment is cash payment. Hence some times big bazaar has to wait for a

short time period as some of the customers make their payment through credit and debit

card.

67
Customers’ mode of transport to big bazaar

Hired Vehicle 10%

Two-wheeler 40%

Four-wheeler 50%

Any Other 0%

MODEOFTRANSPORT

0% 10%

HiredVechle
Two-wheeler
50%
Four-wheeler
40% AnyOther

68
Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to
big bazaar with their own four wheelers. The second majority of people consist of people

riding two wheeler and coming in to big bazaar. Only 10% of people of the total

respondent visits big bazaar on hired vehicles. None of the customers of the total

respondent comes in any other mode of transport.

Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go

to big bazaar in four wheelers than that of two wheelers. A few people are found who

comes in to big bazaar with a hire vehicle. Probably they might be the tourists.

69
Less than adequate 45%
Adequate 45%
More than adequate 10%
Parking space availability in big bazaar

A
VAIL
ABIL
ITYOFP
ARK
INGS
PAC
E

1
0%

L
essth
an
a
dequa
te
4
5% A
deq
uate

Moretha
n
4
5%
a
de qua
te

70
Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is

provided for parking big bazaar. Only 10% of people say that more than adequate space

is available for parking in big bazaar.

Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence it’s a threat

for big bazaar as it may loose its customers because of less parking space availability.

Even though many customers say adequate space is available for parking in big bazaar

but also it is a threat for big bazaar as it is seen more number of people are expected to

come in to big bazaar. In holidays probably it will be very difficult for customers to park

their vehicle in big bazaar.

71
 Customers preference towards Kirana store

Yes 85%

No 15%

PREFERENCE TOWARDS KIRANA

STORE

15%

Yes
No

85%

72
Analysis: Out of my total respondent of 200 customers, 85% of them says they go to
their near by kirana store and 15% said that they don’t at all go to any kirana store. This

shows that majority of people go to kirana store even though they visit big bazaar. But

some customers are there who never goes to any kirana store.

Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from near by kirana store even if they come to big bazaar. I can conclude

from this that a kirana store is a competitor of big bazaar. Some customers never go for

shopping in kirana store as of it does not have much variety option available with it.

Probably they are more interested in having a shopping experience rather than to just go

and purchase goods from kirana store.

73
 Comparison of Big bazaar with any Kirana store
Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar 70 50 100 40 25 90 95

Kirana
store 30 50 0 60 75 10 5

120
100 100 95
90
80 75
70 Big bazaar
60 60
50 Kirana store
40 40
30 25
20
10 5
0 0
e
er e
nc

ce
ce

xp c
ty

in ve n y
e

E ien

ie
lit
ric

ie

en
vi

a
ar
er
P

bi
Q
V
S

m
pp o n

A
g
S
ho C

74
Analysis: The above graph shows the comparison of different factors between big

bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a

cheaper price as compared to that of a kirana store. 50% of people say big bazaar

provides better service and another 50% of them say kirana store provides better service.

Each and every customer that is 100% agrees that there are more variety of products

available at big bazaar than that of kirana store. As per quality of goods is concerned 60%

of the customer say kirana store provides better qualitative products while 40% of the

customers say big bazaar also provides qualitative products. 75% people say it is more

convenient for them to go to a kirana store while 25% of them say going to big bazaar is

more convenient for them. 90% of respondents said it is a good shopping experience at

big bazaar while 105 of them said that they also have a good shopping experience at

kirana store. As per ambienc

e is concerned 95% of customers said big bazaar provides much nice ambience than big

bazaar while 5% of them said that ambience provided by kirana store is also equivalent to

that of big bazaar.

Interpretation: I interpreted from this that a kirana store is one of the competitor of big

bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides

more satisfaction to customers. Big bazaar should try to improve on each of its attributes

and out compete the kirana store so that it can convert the customers of kirana store to be

the customers of big bazaar.

75
76
SWOT ANALYSIS

77
 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

78
Opportunities for Big bazaar

• 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 with
branded products.
• Add more products to its product category

79
Suggestions

80
 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 customer’s 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.

• During the off peak hour’s big bazaar should provide some offers to its customers

so that people would be encouraged to come to big bazaar during off peak hours.

The customers who are present in the mall during the off peak hours of big bazaar

will definitely go in to big bazaar if surprise offers are made at that time.

81
• Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of big bazaar should be able to

provide all necessary information to the customers whenever it is required.

• The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

82
Conclusion

83
 Conclusion

Big bazaar is a major shopping complex for today’s 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.

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 Delhi 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.

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People not only visit big bazaar to do shopping but also visit for outing purpose as it

provides a very nice ambience to its customers. As people go to malls they just tend to

move around big bazaar whether it is for shopping purpose or for outing purpose.

Grocery, apparels and food items are the products which are demanded most by the

customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in

providing enough parking space for its customers. This may discourage the customers to

come to big bazaar and shop as they face difficulty in parking their vehicles. Even though

some customers say that they don’t feel problem in parking their vehicle, it is because of

the parking space available to them by the mall. As it is surveyed it seems that the biggest

competitors of big bazaar are the kirana stores and the discounted specialty stores like

Vishal mega mart, Delhi bazaar etc.

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Questionnaire

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Questionnaire prepared for customers of Big Bazaar

1. How frequently do you visit Big Bazaar?

a) Weekly
b) Monthly
c) Quarterly
d) On a unplanned basis

2. Apart from Big Bazaar do you intend to visit any other retail outlet in a
Mall?
a) Yes b) No

3. 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

4. What is the purpose behind visiting Big Bazaar?

a) Shopping
b) Outing
c) Dating

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5. What type of products do you mostly purchase in Big Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item

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

Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000

7. How much time do you spend in a visit to Big Bazaar?

a) Less than half an hour

b) Half an hour to 1 hour

c) 1 hour to 1 ½ hours

d) 1 ½ hours to 2 hours

e) More than 2 hours

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8. Which days of the week do you prefer to visit Big Bazaar?

a) Week days

b) Weekends

9. Which time of the day do you mostly prefer to visit Big Bazaar?

a) 10am – 6pm

b) 6pm – 10pm

10. Do you go with a planned list of products to be purchased from Big

Bazaar?

a) Yes b) No

11.Do you prepare a list of brands in advance when you visit to Big Bazaar?

a) Yes b) No

c) Depends on category

12. In which categories of products do you pre-decide the brands?

a) Cloths

b) Leather Items

c) Electronic Items

d) Grocery

e) Gift Items

f) Any other Item

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13. What is your mode of payment in Big Bazaar?

a) Cash payment b)Credit Card

14. What encourages you to visit Big Bazaar?

a. Price

b. Service

c. Ambience

d. Product Variety

e. Product Quality

f. Convenience

15. How would you rate the services of the sales personnel in Big Bazaar

on a 1 – 5 scale?

a. Very good

b. Good

c. Ok

d. Poor

e. Very poor

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 16.What is your convenience to Big Bazaar?

a) Hired vehicle

b) Two-wheeler

c) Four-wheeler

d) Any other

17. How is the parking space availability in Big Bazaar?

a) Less than adequate

b) Adequate

c) More than adequate

18. Do you go to Kirana store?

a) Yes b) No

19.Compare your nearest Kirana store with Big Bazaar on the following

parameters.

i. Price

ii. Service

iii. Variety

iv. Quality

v. Convenience

vi. Shopping Experience

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………………………………………………………………………………..

1. Name: -

2. Age: -

3. Sex: -

4. Location/Address: -

5. Qualification: -

6. Profession: -

7. What’s 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

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Bibliography

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 BIBLIOGRAPHY

BOOKS-

 KNOOTZO’ DONNEL

“Essentials of management concepts”

 PHILIP KOTLER

“Marketing Management”

 C .R. KOTHARI

“Research Methodology”

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WEBSITES-

 www.bigbazaar.com

 www.google.com

REFERENCE-

 Big bazaar outlet in Gurgaon, Noida, Gazhiabad, Indralok, and

Wazirpur.

MAGAZINE-

 Business World

 The Economic Times

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ANNEXURE

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Big bargains at Big Bazaar

BIG BAZAAR, the retail store at Koramangala, has an exchange offer where you can get

rid any old item and get yourself a new one. The offer is applicable to products like

utensils, plastics, footwear, luggage accessores, garments, toys, watches, glass,

electronics items, and so on. Customers can get their old household items valued. Big

Bazaar says it offers better value because old, broken utensils and plastics can be

exchanged for as much as Rs. 40 a kilo.

What is more, consumers need not exchange their old items for similar items. They can

bring in an old piece of luggage and walk off with a salwar kameez instead. Similarly, old

shoes and can exchanged for an electric rice cooker.

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Sahara-Mall-Gurgaon-front

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