A STUDY ON CUSTOMER PREFRENCE

ANALYSIS AND EXPECTATION IN BIG BAZAAR,

NEW DELHI
Submitted in the partial fulfillment of the requirements

For the award of the degree in

PGDBM

By

GYAN RANJAN

Reg. No.: BIMO8MB050

In partial fulfillment of requirements for award of the degree of

Post Graduate Diploma in Management (PGDM)
Bharatiya Vidya Bhavan, Bhubaneswar Kendra, Orissa,
April 2010

Under the Guidance of:

Internal Guide
Mr H.N CHOUDHARY

Bhubaneswar Kendra
Bhavan’s Institute of Management and communication
# 9, Kharavela Nagar

1
 Bhubaneswar – 751001, Orissa , April 2010

STUDENTS DECLARATION

I here by undertake and declare that this submission is my original work and, to the best of my

knowledge and belief, it contains no material previously published or written by another person nor

material which has been accepted for the award of any other degree or diploma of any Institute or

other University of higher learning, except where due acknowledgment has been made in the text.

GYAN RANJNA

( BIM0308BM050)

2
 CERTIFICATE OF GUIDE

This is to certify that the report entitled:

A Study on Customer preference analysis & expectation in Big
Bazar.

Submitted by Mr GYAN RANJAN (RegnNo.BIM0308BM050) Bharatiya Vidya Bhavan,

Bhubaneswar Kendra, Orissa towards partial fulfillment of the requirements for the award of the Degree of

Post Graduate Diploma in Management (PGDM) is a bonafide record of the work carried out by
him under my supervision and guidance.

DATE;

PLACE: SIGNATURE OF THE CANDIDATE

3
 CERTIFICATE OF APPROVAL

This is to certify that the report entitled:

A Study on customer preference analysis & expectation in Big Bazar.

Submitted by Mr. GYAN RANJAN (Regn No. BIM0308BM050), Bharatiya Vidya Bhavan,
Bhubaneswar Kendra, Orissa towards partial fulfillment of the requirements for the award of the Degree of

Post Graduate Diploma in Management (PGDM) is a bonafide record of the work carried out by
her under the able guidance Mr.H.N CHOUDHARY of Bharatiya Vidya Bhavan, Bhubaneswar Kendra,
Orissa.

Dean Director (Academics)

Director General

4
 ACKNOWLEDGEMENT

This acknowledgement is a way of expressing my heartfelt gratitude towards those who are
working in the organization “BIG BAZAR”, DELHI who made the dissertation report an enjoyable
experience, something, which I would cherish forever.

I would also like to thank Mr.H.N CHOUDHARY for their wholehearted support and guidance
throughout the summer training.

5
 CONTENT

CHAPTER PAGE NO.

SL. NO.
Executive Summary 7
1. CHAPTER-1 8
1.1 INTRODUCTION 9
1.2 COMPANY PROFILE 10
1.3 INDUSTRY PROFILE 22
2. CHAPTER-2 24
2.1 NEED FOR THE STUDY 25
2.2 SCOPE OF THE STUDY 25
2.3 OBJECTIVES OF THE STUDY 26
2.4 LIMITATION OF THE STUDY 27
2.5 REVIEW OF LITERATURE 28
3. CHAPTER-3 30
3.1 RESEARCH METHODOLOGY 31
4 CHAPTER-4 32
4.1 DATA ANALYSIS AND INTERPRETATION 32

5 CHAPTER-5 65
5.1 FINDING 66
5.2 SUGGESTION 68
5.3 CONCLUSION 69
5.4 BIBLIOGRAPHY 70
5.5 ANNEXURES & QUESTIONNAIRE 71

6
 EXECUTIVE SUMMARY
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 said by the business tycoons.
There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to
“BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof at low rates, or so it claims. In this
project, we will study its marketing strategies and promotional activities.
The research titled ‘A Study on the customer preference analysis which influences customer
to purchase a product of Big Bazaar’ helps us to understand the effect of customer preference
which is responsible for attracting customer towards big bazaar This study helpful to top level
management to improve the present things of BIG BAZAAR.
The report deals with the impact of customer preference which attracting customer towards big
bazaar.
The research was carried out as per the steps of 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 & survey research. The instrument
used for the data collection was observation & questionnaire. The target respondents were the
visitors of BIG BAZAAR, with the sample size of 200 for the study of sales management of the
company. Tables & charts were used to translate responses into meaningful information to get
the most out of the collected data. Based on those the inferences have been drawn with peer
supportive data.

7
CHAPTER-1

8
 INTRODUCTION

Customer preference analysis is really a call to action. By understanding the preference

formation components and the preference expectation evaluations by group or segment of
customers, companies can design response strategies that are truly responsive to vital customer
expectations and that differentiate in the marketplace.

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 said by the business tycoons.
There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to
“BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof at low rates, or so it claims. In this
project, we will study its marketing strategies and promotional activities.
The research titled ‘A Study on the customer preference analysis which influences customer
to purchase a product of Big Bazaar’ helps us to understand the effect of customer preference
which is responsible for attracting customer towards big bazaar This study helpful to top level
management to improve the present things of BIG BAZAAR.
The report deals with the impact of customer preference which attracting customer towards big
bazaar.
The research was carried out as per the steps of 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 & survey research. The instrument
used for the data collection was observation & questionnaire. The target respondents were the
visitors of BIG BAZAAR, with the sample size of 200 for the study of sales management of the
company. Tables & charts were used to translate responses into meaningful information to get
the most out of the collected data. Based on those the inferences have been drawn with peer
supportive data.

9
 COMPANY PROFILE

Pantaloon

PANTALOON Retail (India) Limited

a future group venture

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market. Headquartered
in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has
over 1000 stores across 61 cities in India and employs over 30,000 people.

The company’s leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the
look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls. Some of its other formats
include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10,
mBazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-
format home solutions store, Collection i, selling home furniture products and E-Zone focused
on catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the
US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year
2007 at the World Retail Congress held in Barcelona.

10
 Pantaloon Retail is the flagship company of Future Group, a business group catering to
the entire Indian consumption space.

Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
group’s flagship company, Pantaloon Retail (India) Limited operates over 10 million square
feet of retail space, has over 1,000 stores and employs over 30,000 people.

Future Group is present in 61 cities and 65 rural locations in India. Some of its leading
retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone,
Depot, Future Money and online retail format, futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India Indus
League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling
Co. Future Capital Holdings, the group’s financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1 billion that are being invested in developing
retail real estate and consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major, Generali, French
retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based Lee
Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.

Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every
Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core.

value and its corporate credo is - Rewrite rules, Retain values. Futurebazaar.com is owned and
operated by Future Bazaar India Ltd., a subsidiary of Pantaloon Retail (India) Limited

Future Group Manifesto:

“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet

11
unwritten; create new opportunities and new successes. To strive for a glorious future brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but
create_future_scenarios in the consumer space and facilitate consumption because
consumption is development. Thereby, we will effect socio-economic development for our
customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when
they need.We will not just post satisfactory results, we will write success stories.We will not
just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of the
Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us succeed in
the Future. We shall keep relearning. And in this process, do just one thing.

Rewrite Rules. Retain Values.

Group Vision:

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner.

Group Mission:

We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.

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 We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

Big Bazaar:

Big Bazaar is a chain of department stores in India, currently with 92 stores. It is owned by the
Pantaloon Retail India Ltd, Future Group. It works on the same economy model as Wal-Mart
and has considerable success in many Indian cities and small towns.

The goods are supplied from the MUMBAI branch of Big Bazaar. The Big Bazaar, DELHI
branch consists of 200 employees. It has 18 departments.

The functional areas in Big Bazaar are Human resource, marketing, IT, admin, commercial,
tailoring and logistics.

The departments are given below.

1. Medicine bazaar (TULSI)

2. Mobile bazaar
3. Men’s wear
4. Women’s wear
5. Kids wear
6. Foot wear
7. Luggage
8. Electronics bazaar
9. Furniture
10. Home linen& Home décor

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11. Depot
12. Crockery
13. Utensils
14. Future money
15. Plastics
16. Toys
17. Food Bazaar
18. Customer service desk

The sales persons working there are well trained to serve the customers. They are getting
promotion as team leader for their best performance with increase in salary and incentives are
also given. Employee discount cards are given to every employee for their purchasing in Big
Bazaar.

The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group.

It is the biggest and the fastest growing chain of department store and aims to have 150 by June
2009 and 350 stores by the end of year 2010. Currently Big Bazaar stores are located only in
India.

Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian consumers.

At Big Bazaar, we can get the best products at the best prices - that’s what they
guarantee. With the ever increasing array of private labels, it has opened the doors into the world
of fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sports goods and much more at prices that will surprise you. And this is just the beginning. Big
Bazaar plans to add much more to complete your shopping experience.
Many Big Bazaar stores have a grocery department and vegetable section called the Food
Bazaar. Big Bazaar stores in Metros have a gaming area and kids' play area for entertainment.
These have proven to be very popular as a hang-out area for people of all age groups.
LINES OS BUSINESS:

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 E-TAILING
 FOOD
 BOOKS/MUSIC
 FASHION
 TELECOM/IT
 HOME/ELECTRONICS
 GENERAL MERCHANDISE
 LEISURE/ENTERTAINMENT

Board of Directors:

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group. He has led Pantaloon Retail’s emergence
as the India’s leading retailer operating multiple retail formats that now cater to almost the
consumption basket of a large section of Indian consumers.

Kishore Biyani led the company’s foray into organized retail with the opening up of the
Pantaloons family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a
uniquely Indian hypermarket format that democratized shopping in India. It blends the look,
touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and
quality. This was followed by a number of other formats including Food Bazaar, Central and
Home Town.

15
 The year, 2006 marked the evolution of Future Group, that brought together the multiple
initiatives taken by group companies in the areas of Retail, Brands, Space, Capital, Logistics
and Media. Kishore Biyani advocates ‘Indianness’ as the core value driving the group. The
group’s corporate credo is ‘Rewrite Rules, Retain Values.’

Kishore Biyani was awarded the Ernst & Young Entrepreneur of the Year 2006 in the
Services Sector and the Lakshmipat Singhania - IIM Lucknow Young Business Leader Award
by Prime Minister, Dr. Manmohan Singh in 2006. He was also awarded the CNBC First
Generation Entrepreneur of the Year 2006.

Kishore Biyani was born in August, 1961 and is married to Sangita and they have two
daughters. He recently authored a book, ‘It Happened In India’ that captures his
entrepreneurial journey and the growth of modern retailing in India.

Mr. Gopikishan Biyani – Wholetime Director

Mr. Rakesh Biyani – Wholetime Director

Mr. Ved Prakash Arya – Director

Mr. Shailesh Haribhakti – Independent Director

Mr. S. Doreswamy – Independent Director

Dr. D.O. Koshy – Independent Director

Ms. Anju Poddar – Independent Director

Ms. Bala Deshpande – Independent Director

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Mr. Anil Harish – Independent Director

Awards and Recognition:

Coca-Cola Golden Spoon Awards 2008

 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani
 Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar
 Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar
 Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food,
Beverages & Grocery: Future Group
 Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar

The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a
culmination of the ‘Food Forum India 2008’ – a two day convention which saw the
participation of leading brands, retailers & retail support organizations from across the globe.
The awards were presented to honour enterprise, innovation and achievement in the food
retailing business as a benchmark of excellence.

The Reid & Taylor Awards For Retail Excellence 2008

 Retail Leadership Award: Kishore Biyani

 Retail Best Employer of the Year: Future Group
 Retailer of The Year: Home Products and Office Improvements: HomeTown

The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia
Retail Congress - Asia’s single most important global platform to promote world-class retail
practices - and are aimed at honouring the best, in Asian Retail scenario. India played host to
Asia Retail Congress 2008.

17
Growth of the Organization (since its inception, & the milestones)

Company Timeline

Major Milestones
1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser,
India’s first formal trouser brand.
1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the
nation. The company starts the distribution of branded garments through multi-brand retail
outlets across the nation.

1995 John Miller – Formal shirt brand launched.

1997 Pantaloons – India’s family store launched in Kolkata.

2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.

18
2002 Food Bazaar, the supermarket chain is launched.

2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first seamless mall is
launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched

aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched

2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and
Horizon and private equity fund in division. Plans forays into insurance and consumer credit.

Multiple retail formats including Collections, Furniture Bazaar, Shoe Factory, EZone, Depot and
futurebazaar.com are launched across the nation. Group enters into joint venture agreements with
ETAM Group and Generali.

2007 Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of the Year award at the World
Retail Congress held in Barcelona.

2008 Future Capital Holdings becomes the second group company to make a successful Initial
Public Offering in the Indian capital markets.Big Bazaar crosses the 100-store mark, marking
one of the fastest ever expansion of a hypermarket format

Organizational Structure (Zonal)

President

Vice President

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Marketing HR manager Category Manager Finance Manager Operation Manager
Manager

Marketing Head HR Head Category Head Finance Head Store Head

MISSION AND VISSION

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 INDUSTRY PROFILE

Introduction to Retail Industry

21
In India, organized retail constitutes about 3% of total retail and is poised to reach 15-20% in
the next few years, which translates into a 40% CAGR. This indicates tremendous potential
for the sector for the next few years. The future will also see the pantaloon of several new
concepts targeted at the Indian consumer.

Further, retail development will not just occur in Tier 1 cities, but will have far more
significance in Tier 2 & 3 cities as well. The consumption drive would be fueled in smaller
towns and cities. There would be definite customer responsiveness towards Value Added
products and services in the next few years. Since value retailing touches the mass of the
population, and with organized retailing at about US $ 300 billion at present, value retailing
has the scope to almost double…….
Retail is India’s largest industry, according 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. But because of the heavy initial investments required, break even is difficult to
achieve and many of these players have not tasted success so for. 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 of shopping has altered in terms in terms of format and consumer
buying behavior, ushering in a revolution in shopping India. Modern retail has entered India
as seen in sprawling shopping centers, multi-stored 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, unclear families in urban areas, along with increasing working-
women population and emerging opportunities in the service sector are going to be the key
growth drivers of the organized retailer sector in India. The market size of Indian retail
industry is about US $312 billion Organized retailing comprises only 2.8 per cent of the total
retailing market and is estimated at around US$8.7 billion.

22
23
 CHAPTER-2

NEED FOR THE STUDY

The present study is undertaken to understand the impact of customer services provided by Big
Bazaar. The study will be helpful in finding out the profile, preferences, perception and
satisfaction level of the customers who visit the outlet of Big Bazaar at wazirpur , New Delhi

24
 SCOPE OF THE STUDY

• The study was aimed at measuring the customer’s satisfaction level towards customer
preference in big bazaar through well designed questionnaires.
• The study may help the company to device new strategies.
• The study will also help the company to know about the demographics of the customers
and their respective choices for products.
• To know the customer’s view and factors related to preference that attracts them to
purchase from the hypermarket.
• The study will help the company to identify its pitfalls and also how to improve them.

OBJECTIVES OF THE STUDY

 PRIMARY OBJECTIVE
 SECONDARY OBJECTIVE

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1. Primary objective:

a) To identify the customer preference for big bazaar

2. Secondary objective:

a) To identify the needs of customer

b) To identify the satisfaction level of customer
c) To find out the various promotional activities done in big bazaar
d) To study the effectiveness of promotional activities done in big bazaar

LIMITATION OF THE STUDY

• The survey was limited only to the customers of Big Bazaar outlet at Wazirpur stores in
New Delhi.

26
 • A sample size of only 200 respondents could be taken.
• Time is the major limiting factor as the available time for survey was only three months.
• The accuracy of the findings is trusted by the accuracy of the statistical tools used for
analysis.

Few respondents were reluctant while answering the questions due to their busy schedule

REVIEW OF LITERATURE

Customer preference analysis

Customer preference analysis is the process that can allow an organization to concentrate
its limited resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. Customer preference analysis should be centered on the key concept that
customer satisfaction is the main goal.
Customer preference analysis can serve as the foundation of a marketing plan. A
marketing plan contains a set of specific actions required to successfully implement a marketing
strategy.
27
 A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
designed to fill market needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results.
Customer preference analysis often integrates an organization's marketing goals, policies,
and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy , which might include advertising, channel marketing, internet marketing, promotion and
public relations can be orchestrated. Many companies cascade a strategy throughout an
organization, by creating strategy tactics that then become strategy goals for the next level or
group. Each one group is expected to take that strategy goal and develop a set of tactics to
achieve that goal. This is why it is important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned. As Big Bazaar is a hypermarket, we are going to analyze the 7P’s of marketing mix
handled by them in order to know about their effective sales with regarding to their customers
opinion.

7P’s -Marketing mix:

Product:

The product management and product marketing aspects of marketing deal with the
specifications of the actual goods or services and how it relates to the end-user’s needs and
wants.

Pricing:

The process of setting a price for a product including discount.

Promotion:

Refers to the various methods of promoting the product/service, brand or company which
includes advertising, sales promotion, publicity and personal selling.

Placement:

28
 The locations for distribution, which explains how the products get to the customer.

People:

All people that are directly or indirectly involved in the consumption of a service are an
important part of the Extended Marketing Mix. Knowledge workers, employees, management
and consumers often add significant value to the total product or service offering.

Process:

Procedure, mechanisms and flow of activities by which services are consumed (customer
management processes) are an essential element of the marketing strategy.

Physical Evidence: The ability and environment in which the service is delivered. Both tangible
goods that help to communicate and perform the service, and the intangible experience of
existing customers.

CHAPTER-3
29
 RESEARCH METHODOLOGY

RESEARCH PLAN:

Research approach:- SURVEY METHOD

RESEARCH INSTRUMENT:

The research instrument used for collecting primary data were the questionnaire

METHODOLOGY ADOPTED FOR THE STYDY:

• Observing the working of various department like finance, safety, human resources,
production, purchasing etc.

• Discussion with the company executives, managers and employees.

• Visiting and surfing website of the company

30
• Customer survey.

• Type - Descriptive research

• Sampling Unit - Customers purchase at Big bazaar, wazirpur
• Sample Size - 200
• Sampling Method - Random Sampling
• Research method - Survey
• Type of data - Primary data
Research instrument - Structured questionnaire

31
 CHAPTER-4
GENDER No. of respondent Percent
Male 81 40.5
Female 119 59.5

GENDER

TABLE: 1 TABLE SHOWING THE GENDER OF RESPONDENTS

CHART: 1. CHART SHOWING THE GENDER OF RESPONDENTS

32
Inference:

From the above table it is clear that 40.5% of respondent were male and 59.5% of respondent
were female

AGE
TABLE: 2. TABLE SHOWING AGE OF RESPONDENTS

Age group No. of respondent Percent

18-20 37 18.5

21-30 82 41

31-50 68 34

Above 50 13 6.5

33
CHART: 2. CHART SHOWING AGE OF RESPONDENTS

Inference:

From the above table it is clear that 18.5% of respondent belongs to the age group of 18-20, 41%
of respondent belongs to the age 21-30, 34% of respondent belongs to the age 31-50 and 6.5%
of respondent belongs to the age 50 above.

NO.OF FAMILY MEMBERS

TABLE: 3.TABLE SHOWING NO. OF FAMILY MEMBERS

No. of member No. of respondent Percent

2 14 7

3 40 20

4 53 26.5

Above 5 93 46.5

34
CHART: 3. CHART SHOWING NO. OF FAMILY MEMBERS

Inference:

From the above table it is clear that the highest no. of family size is about 46.5%, next come the
family size is 26.5%, than 20% family size of respondent and the minimum family size of
respondent is 7%.

BUY PRODUCT FROM BIG BAZAAR

TABLE: 4. TABLE SHOWING BUY PRODUCT TO BIG BAZAAR

35
reasons No. of respondent Percent

Myself 71 35.5

Family 122 61

Office 7 3.5

CHART: 4. CHART SHOWING BUY PRODUCT TO BIG BAZAAR

Inference:

From the above table it is clear that the highest no. of respondent buy product by family is about
61%, the next is to whom the respondent buy the product is myself is about 35.5%, and the
minimum to whom the respondent buy the product is office about 3.5%

FREQUENCY OF VISIT TO BIG BAZAAR

TABLE: 5. TABLE SHOWING FREQUENCY OF VISIT IN BIG BAZZAR

36
Period No. of respondent Percent
Once in a week 42 21
Once in a month 87 43.5
Once in two month 53 26.5
Rare 18 9

CHART: 5. CHART SHOWING FREQUENCY OF VISIT IN BIG BAZZAR

Inference:

From the above table it is clear that around 43.5% respondent visit big bazaar once in a month,
26.5% of them visit once in two month, 21% visit once in a week and remaining 9% visit rarely
in big bazaar

CHOOSE BIG BAZAAR FOR SHOPPING

TABLE: 6. TABLE SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.

37
Reason No. of respondent Percent
Quality of product 23 11.5
Price 70 35
Availability of all product in 47 23.5
one Floor
Convenient for shopping 33 16.5
Customer service 27 13.5

CHART: 6. CHART SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.

Inference:

From the above table it is clear that the 35% of respondent prefer big bazaar for the price of the
product, 23.5% prefer big bazaar for the availability of all product under one roof, 16.5% prefer
for the convenient shopping , 13.5% prefer for the customer service of big bazaar and remaining
11.5 prefer product for their quality.

SECTION LIKE MOST

TABLE: 7. TABLE SHOWING SECTION LIKE MOST.

Section No. of respondent Percent

38
Home and kitchen items 14 34.5
Bags & luggage 15 7.5
Mobiles & camera 7 3.5
Electronic goods 54 27
Garments 41 20.5

CHART: 7. CHART SHOWING SECTION LIKE MOST.

Inference:

From the above table it is clear that the 34.5% of respondent would like to purchase home and
kitchen appliances more, 27% prefer to purchase electronic goods from big bazaar, 20.5% prefer
to purchase garments, 7.5% prefer to purchase bags and luggages, and remaining 3.5% prefer
mobiles and camera.

RANKING THE SECTION OF BIG BAZAAR

TABLE: 8. TABLE SHOWING RANK OF SECTION.

Section Highly satisfied Neither Dissatisfied Highly

satisfied satisfied nor dissatisfied
dissatisfied

39
Home & 22 88 61 21 8
kitchen items
Bags & 67 51 52 25 5
luggage
Toys & 49 50 81 12 8
games
Mobiles & 15 22 39 83 41
camera
Electronics 25 51 57 37 30
items

CHART: 8. CAHRT SHOWING RANK OF SECTION.

Inference:

From the above table it is clear that the most of the respondent are satisfied to home and kitchen
items .

PREFER THE SHOP APART FROM BIG BAZAAR

TABLE: 9.TABLE SHOWING SHOP APART BIG BAZAAR

Views No. of respondent Percent

40
Yes 166 83

No 34 17

CHART: 9.CHART SHOWING SHOP APART BIG BAZAAR

Inference:

From the above table it is clear that 83% of respondent were prefer other shop apart big bazaar
and 17% not prefer any other shop apart big bazaar.

PREFER OTHER THAN BIG BAZAAR

TABLE: 10. TABLE SHOWING PREFER OTHER THAN BIG BAZAAR.

Shop name No. of respondent Percent

41
Reliance fresh 68 34
Vishal mega mart 40 20
More 21 10.5
Shoppers stop 16 8
Others 55 27.5

CHART: 10.CHART SHOWING PREFER OTHER THAN BIG BAZAAR.

Inference:

From the above table it is clear that the 34% of the respondent prefer to purchase product from
the reliance fresh , 27% from other shop, 20% from vishal mega mart, 10.5% prefer more, and
remaining 8% from the shoppers stop.

COME TO KNOW ABOUT BIG BAZAAR

42
TABLE: 11. TABLE SHOWING COME TO KNOW ABOUT BIG BAZAAR.

Sources No. of respondent Percent

Advertisement 157 78.5
Friends 33 16.5
Internet 45 22.5
Others 13 6.5

CHART: 11. CHART SHOWING COME TO KNOW ABOUT BIG BAZAAR.

Inference:

From the above table it is clear that a majority of respondent are aware about big bazaar through
the various newspaper, t.v. advertisement about 78.5%, 22.5% through the internet, 16.5%
through their friends and remaining 6.5% come to know through others.

KNOWLEDGE ABOUT BIG BAZAAR

TABLE: 12. TABLE SHOWING KNOLEDGE ABOUT BIG BAZAAR.

Sources No. of respondent Percent

Leaflets 27 13.5

43
Newspaper 111 55.5
Banner 26 13
Auto announcement 26 13
Others 10 5

CHART: 12. CHART SHOWING KNOLEDGE ABOUT BIG BAZAAR.

Inference:

From the above table it is clear that the highest no. of respondent get knowledge about big bazaar
through newspaper about 55.5%, 13.5% through leaflets, 13% through banner and auto
announcement, remaining 5% through others.

AGREE WITH PUNCH LINE

TABLE: 13.TABLE SHOWING AGREE WITH PUNCH LINE.

Agree No. of respondent Percent

Yes 113 56.5

44
 No 87 43.5

CHART: 13. CHART SHOWING AGREE WITH PUNCH LINE.

Inference:

From the above table it is clear that the 56.5% majority of respondent agree with the punch line
and 43.5% not agree with big bazaar punch line.

RATE OF ACTIVITIES
TABLE: 14. TABLE SHOWING RATE OF ACTIVITIES.

Work Highly satisfied Neither dissatisfied Highly

satisfied satisfied nor dissatisfied
dissatisfied
Activity 44 39 61 40 16
Advertisement 86 53 48 8 5

45
Punch line 56 62 77 4 1
Offers 88 67 32 13 0
Discount 96 34 63 7 0

Arrangement 33 51 96 20 0
of product

CHART: 14. CHART SHOWING RATE OF ACTIVITIES.

Inference:

From the above table it is clear that most of the people are highly satisfied to discount, offers and
advertisement of the big bazaar

SERVICE OFFERED BY BIG BAZAAR

TABLE: 15.TABLE SHOWING SERVICE OFFERED BY BIG BAZAAR.

Section Highly satisfied Neither Dissatisfied Highly

satisfied satisfied nor dissatisfied
dissatisfied
Service 12 37 73 46 32

46
Quality 22 29 39 68 42
Price 89 63 34 11 3
Availability 112 53 32 3 0
of product
Billings rules 12 30 61 40 57
Display of 33 51 96 20 0
product
Customer 26 45 116 10 3
service

CHART: 15. CHART SHOWING SERVICE OFFERED BY BIG BAZAAR.

Inference:

From the above table it is clear that the most of the people highly satisfied with the availability of
product and price in big bazaar

47
CALCULATION OF WEIGHTED AVERAGE:-

 BEST SECTION OF BIG BAZAAR

TABLE 8:- Showing the distribution of samples surveyed on the Basis of attributes. There
are totally five attributes.The Researcher has applied weighted Average method for Deciding
upon the factor that dominates amongst the five

Table:8(a):- Showing the distribution of sample surveyed on the basis of” HOME AND
KITCHEN ITEM” attribute through weighted average method.

RANK WEIGHT FREQUENCY SAMPLE WEIGHT

1 5 88 440
2 4 61 244
3 3 22 66
4 2 21 42
5 1 8 8
200 800

Weighted Average = Sample Weight/Frequency

= 800/200

= 4

48
Table:8(b):- Showing the distribution of sample surveyed on the basis of” bags and luggages”
attribute through weighted average method.

RANK WEIGHT FREQUENCY SAMPLE WEIGHT

1 5 67 335
2 4 52 208
3 3 51 153

4 2 25 50
5 1 5 5
200 751

Weighted Average = Sample Weight/Frequency

= 751/200

= 200

Table:8(c):- Showing the distribution of sample surveyed on the basis of” toys and games”
attribute through weighted average method.

49
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 81 405
2 4 50 200
3 3 49 147
4 2 12 24
5 1 8 8
200 784

Weighted Average = Sample Weight/Frequency

= 784/200

= 3.92

Table:8(d):- Showing the distribution of sample surveyed on the basis of” mobiles and
cameras” attribute through weighted average method.

50
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 83 415
2 4 41 164
3 3 39 117
4 2 22 44
5 1 15 15
200 755

Weighted Average = Sample Weight/Frequency

= 755/200

= 3.8

Table:8(e):- Showing the distribution of sample surveyed on the basis of” electronic item”
attribute through weighted average method

51
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 57 285
2 4 51 204
3 3 37 111
4 2 30 60
5 1 25 25
200 685

Weighted Average = Sample Weight/Frequency

= 685/200

= 3.4

INTERPRETATION:- from Table 8(a) to 8(e).

52
 According to the interpretation of weighted- average method, more priority is
given for the attributes in the following order.

a. Homes & kitchen item

b. Toys and games

c. Mobiles and cameras

d. Bags and luggages

e. Electronics item

Hence from the above it is clear that the people are like most “ home and
kitchen items” section.

CALCULATION OF WEIGHTED AVERAGE:-

53
  SERVICE PROVIDED IN BIG BAZZAR

TABLE 15:- Showing the distribution of samples surveyed on the Basis of attributes.
There are totally five attributes.The Researcher has applied weighted Average method for
Deciding upon the factor that dominates amongst the five

Table:15(a):- Showing the distribution of sample surveyed on the basis of” ” attribute through
weighted average method.

RANK WEIGHT FREQUENCY SAMPLE WEIGHT

1 5 73 365
2 4 46 184
3 3 37 111
4 2 32 64
5 1 12 12
200 736

Weighted Average = Sample Weight/Frequency

= 736/200

= 3.68

Table:15(b):- Showing the distribution of sample surveyed on the basis of” QUALITY”
attribute through weighted average method.

54
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 68 340
2 4 42 168
3 3 39 117
4 2 29 58
5 1 22 22
200 705

Weighted Average = Sample Weight/Frequency

= 705/200

= 3.56

Table:15(c):- Showing the distribution of sample surveyed on the basis of” PRICE” attribute
through weighted average method.

55
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 89 445
2 4 63 252
3 3 34 102
4 2 11 22
5 1 3 3
200 824

Weighted Average = Sample Weight/Frequency

= 524/200

= 4.12

Table:15(d):- Showing the distribution of sample surveyed on the basis of” AVAILABILITY
OF PRODUCT” attribute through weighted average method.

56
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 112 560
2 4 53 212
3 3 32 96
4 2 3 6
5 1 0 0
200 874

Weighted Average = Sample Weight/Frequency

= 874/200

= 4.37

Table:15(e):- Showing the distribution of sample surveyed on the basis of” BILLING
RULES” attribute through weighted average method.

57
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 61 305
2 4 57 228
3 3 40 120
4 2 30 60
5 1 12 12
200 725

Weighted Average = Sample Weight/Frequency

= 725/200

= 3.62

Table:15(f):- Showing the distribution of sample surveyed on the basis of” DISPLAY OF
PRODUCT” attribute through weighted average method.

58
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 96 480
2 4 51 204
3 3 33 99
4 2 20 40
5 1 0 0
200 823

Weighted Average = Sample Weight/Frequency

= 823/200

= 4.11

Table:15(g):- Showing the distribution of sample surveyed on the basis of” CUSTOMER
SERVICE” attribute through weighted average method.

59
RANK WEIGHT FREQUENCY SAMPLE
WEIGHT
1 5 116 580
2 4 45 180
3 3 26 78
4 2 10 20
5 1 3 3
200 861

Weighted Average = Sample Weight/Frequency

= 861/200

= 4.30

INTERPRETATION:- from Table 15(a) to 15(g).

60
 According to the interpretation of weighted- average method, more priority is
given for the attributes in the following order.

a. Availability of product

b. Customer service

c. Price

d. Display of product

e. Service

f. Billing rules

g. quality

Hence from the above it is clear that the “ availability of product” is the best
service provided by big bazaar.

ANALYSIS OF VARIANCE(ANNOVA)

61
TABLE:3. Showing the distribution of samples surveyed on the basis of “FREQUENCY
OF VISIT AND GENDER”.

GENDER MALE FEMALE

/FREQUENCY

Once in week 17 25 42

Once in a 35 52 87
month

Once in two 22 31 53
month

Rare 7 11 18

total 81 119 200

MALE FEMALE

17 25

35 52

22 31

7 11
H0:- The customers are not
81 119 uniformly distributed among
male and female.

H1: The customers are uniformly distributed among male and female.

62
C.F = (GRAND TOTAL)2 = (200)2 /8 = 5000.

No. of observation

(Total sum of square)TSS = (172+352+222+72+252+522+312+112) – C.F

(289+ 1225 + 484 +49 + 625 + 2704 +961 +121) -5000

6458 – 5000 = 1458

(Sum of square of deviation)SSC = (81)2 + (119)2 – 5000

=1640.25 + 3540.25 – 5000 =180.5

(Total sum of squares within sample)SE2 = TSS –SC2

=1458 - 180.5 = 1277.5

63
 ANNOVA TABLE

MEAN
SOURCE SUM OF DEGREE
SUM OF F.CAL F. TAB DECISION
OFVARIATIONS SQUARE FREDOM
SQARE

MC2
COLUMN 180.5 2 – 1 =1 =180.5 /1 =
180.5

ME2 =
ERROR 1277.5 8–2=6 1277.5 / 6
= 212.92

MC2 / ME2 C.V < T.V

= 180.5 / F 0.05 1, 6 WE
TOTAL 1458 8 – 1 =7
212.92 =5.99 ACCEPTED
=0.848 H0

CONCLUSION:

The calculated value is less than tabulated value, so that null hypothesis(H0) is accepted, i.e,
customers are not uniformly distributed among male and female.

64
CHAPTER-5

FINDING:
65
 59.5% WERE ARE FEMALE RESPONDENT

 AGE GROUP OF BETWEEN 21-30 VISIT MORE IN BIG BAZAAR

 HIGHEST RESPONDENDENT FAMLIY SIZE IS MORE THAN 5 AND MINIMUM

IS 2.

 BIG BAZAAR PRODUCT BOUGHT BY THE FAMILY MEMBER MORE THAN

THE MYSELF AND OFFICE

 MOST OF PEOPLE VISIT IN THE BIG BAZAAR ONCE IN A MONTH.

 MOST OF PEOPLE PREFER BIG BAZAAR DUE TO AVAILABILITY OF ALL

PRODUCT IN ONE FLOOR AND SOME PEOPLE IGNORE DUE TO QUALITY OF
PRODUCT

 MAXIMUM NO. OF PEOPLE LIKE ELECTRONICS GOODS SECTION AND THAN

GARMENTS SECTION.

 PEOPLE HIGHLY SATISFIED TO BAGS AND LUGGAGES AND HIGHLY

DISSATISFIED TO TOYS AND GAMES.

 83% PEOPLE PEFER OTHER SHOP APART BIG BAZAAR.

 PEOPLE PREFER RELIANCE MORE APART BIG BAZAAR AND PREFER LESS
SHOPPER STOP.

66
 MOST OF THE PEOPLE AWARE AND GOT KNOWLEDGE ABOUT THE BIG
BAZAAR THROUGH NEWSPAPER AND T.V.

 AMONG 200 PEOPLE ONLY 113 PEOPLE AGREE TO THE PUNCH LINE OF BIG
BAZAAR i.e. “ ISSE ACHA AUR SASTA KAHIN NAHIN”.

 PEOPLE HIGHLY SATISFIED WITH THE OFFERS OF BIG BAZAAR.

 PEOPLE HIGHLY SATISFIED TO THE AVAILABILITY OF PRODUCT AND

HIGHLY DISSATISFIED TO THE BILLING PROCESS OF BIG BAZAAR.

67
 SUGGESTIONS

 Customer service should be improved.

 Proper training should be given to employees as to how to attract more customers

and how to retain them.

 Seating facilities could be provided since there are aged people visiting the store.

 Price of products could be reduced inorder to attract more valuable customers.

 More branded products could be introduced.

 All the billing counters should be kept opened even during the week days.

 Variety of products with good quality should be brought in.

 Improve the billing process.

68
 CONCLUSION

The research work is done with a very definite proposition of finding the customer satisfaction

and expectation in Big bazaar, Wazirpur New Delhi. People prefer more branded and variety of

products with good quality.

Customers also feel that there should be proper customer service. As customer satisfaction

plays a vital role, it has to be concentrated on seriously.

In conclusion, matching customer expectation and satisfaction through proper service of

marketing activities will improve company reputation and create loyal customers.

69
 BIBLIOGRAPHY

BOOKS

1. C.R.Kothari ‘Research Methodology Methods and techniques’, Revised 2nd Edition, New
Age International Publishers, 2004

2. Philip Kotler, ‘Marketing Management’, Revised Edition, Prentice Hall of India, New
Delli, 2006.

3. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Dorling Kinersley(India)
Pvt Ltd, 2007
Websites

1.www.bigbazaar.com

2.www.pantaloon.com

3.www.workforce.com

70
 QUESTIONNAIRE

A STUDY ON CUSTOMERS PREFERENCE FOR BIG BAZAAR AT NEW

DELHI

Name: - _______________________________________________________

Gender: - □ Male □ Female

Age: - 18 – 20yr □ 21 – 30yr □ 30 -50yr □ 50 above

1. No. of Family Members: a) 2 b) 3 c) 4 d) 5 and above

2. Whom do you buy products for from big bazaar?

a) Myself b) Family c) Office

3. What is the frequency of your visit to Big Bazaar?

a) Once in a Week b) Once in a Month c) Once in Two Months d) Rare

4. What made you choose big bazaar for shopping?

a) Quality of the products b) Price c) Availability of all products in one place

d) Convenient for shopping e) Customer service

71
5. Which section you like most?

a) Home and Kitchen items b) Bags and Luggage c) Toys and Games d) Mobiles
and Cameras

e) Electronic Goods

6. Rank the various sections of Big Bazaar

Sections 1 2 3 4 5
Home and
Kitchen items
Bags and
Luggage
Toys and Games
Mobiles and
Cameras
Electronic
Goods

7. Rate your satisfaction level for the services offered by Big Bazaar

Services 1 2 3 4 5
Quality

Price

Availability of
products
Billing
facilities
Display of
products
Customer

72
Service

1 – Highly satisfied

2- Satisfied

3 – Neither satisfied nor dissatisfied

4 – Dissatisfied

5 – Highly dissatisfied

8. Do you prefer any other shop apart from big bazaar?

a) Yes b) No

9. If yes, specify the reason____________________

10. Which of the following you prefer other than Big Bazaar?

□ Reliance Fresh □ Vishal Mega Mart

□ Subhiksha □ Shoppers Stop

□ Others: - ___________________________

11. How did you come to know about Big Bazaar?

a) Advertisements b) Friends c) Internet d) Others, Specify _______________

73
 12. Are you aware of the offers from Big Baazar?

a) Yes b) No

13. Which of the following means was most helpful in increasing your knowledge about big
bazaar and its product?

Leaflets Newspaper
Banner Auto announcement
Other…………….

14. Big bazaar punch line is “ isse acha aur sasta kahin nahin” do you agree with this?

a) Yes b)No

15. Rate the following:

Activity 1 2 3 4 5
Advertisement
s
Punch Line
Offers
Discounts
Arrangement
of products

1 – Highly satisfied

2- Satisfied

3 – Neither satisfied nor dissatisfied

4 – Dissatisfied

5 – Highly dissatisfied

74
Any Suggestions: _____________________

75