Volume 3, Issue 12 (December, 2014) Online ISSN-2277-1166

Published by: Abhinav Publication

Abhinav National Monthly Refereed Journal of Research in
Commerce & Management
STUDY OF CUSTOMER PERCEPTION TOWARDS BIG
BAZAAR
Dr. Jaideo Lanjewar
Associate Professor, G.W. College, Nagdhid, Chandrapur, India

ABSTRACT
This paper aims at identifying the profile of this new Indian consumer, how they purchase, what are
the factors that influence the consumer behaviour towards Big Bazaar.
This study tries to throw light on customer perception and expectation in different ways towards Big
Bazaar.
Our findings were that Big Bazaars biggest client base is youngsters, who visit Big Bazaar mainly to
shop Clothes and Food Items, and prefer Big Bazaar because of its Low-Price Pricing Strategy.
Keywords: Big Bazaar; Retail; Customer Perception; Customer Satisfaction; Consumer Behavior

INTRODUCTION
Indias retail Sector is wearing new clothes and is the fastest growing sector in the Indian economy.
Big Bazaar is a part of Future group, owned by Mr. Kishore Biyani, a chain of hypermarket in India,
designed as an agglomeration of bazaars with clusters offering a wide range of merchandise.
Now a days customers play an important role in the field of decision making. Emotions have
determined a shopping behavior more then he or she needs or wants due to greed customer.
In this context the study also try to throw light on customers perception and expectations in different
ways towards Big Bazaar. The purchase patterns of consumers related to food items has seen a major
shift in developing economies like India. This can be specifically attributed to the increase in
disposable incomes, access to global information, urbanization, education and health awareness which
led to increase in standard of living of people in India.
LITERATURE REVIEW
It Happened in India, Kishore Biyani:
Here we find out 3C Balance theory by Kishore Biyani which describes India in three groups India
one- Consuming class, India two- Service class, India three- Struggling class. It also tells about
success story of Big Bazaar and how the new concept evolved about Sabse sasta aur accha kuch
nahin , Sabse sasta din-Wednesday bazaar.
Youth Customer perception of brand: Big Bazaar, Mr. Ankit Srivastava, Dr.Sanjay Shankar Mishra
This paper describes that in India the retail sector is worth US $ 180 bn growing between 11-12 %
annually. Youth being a critical segment the marketers cannot ignore to dodge this particular segment.
The paper attempts to identify the dimensions of service quality which are important to a customer
(Youth).
OBJECTIVES
1. To understand customer perception towards Big Bazaar

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 Abhinav National Monthly Refereed Journal of Research In
Commerce & Management
2. To study the satisfaction level of customers in different attributes of Big Bazaar.
RESEARCH METHODOLOGY
Period of study has been 2 weeks. Area of study is done in the area of marketing. Convenience
Sampling is used in this study. Sample Size of the study is 25 respondents.
Data Collection is done from various customers through personal interaction. Questionnaire is
prepared for collecting data. Majority questions in the Questionnaire were close ended questions and a
few open ended questions.
RESEARCH LIMITATIONS
The major limitation of this research is that it was undertaken in the geographic boundary of the city of
Nagpur.
DATA ANALYSIS AND INTERPRETATION
Table 1. Gender wise respondents
Gender Total Percentage
Male 10 40
Female 15 60
Total 25 100
As seen from the above table, the proportion of gender visiting Big Bazaar, the proportion of women
visiting Big Bazaar is slightly more than men.
Table 2. Accompanied with Respondent
Preference Total Percentage
Friends 20 80
Spouse 3 12
Colleagues 1 4
Alone 1 4
Total 25 100
The above table shows that majority i.e., 80% of the respondents liked to visit Big Bazaar along with
their friends. Customer notice there friends, colleagues, neighborhoods and opt to shop at big bazaar
instead of anywhere else due to offers and sales.
Table 3. Time Spent per visit
Time spend Total Percentage
Less than 30 minutes 5 20
30 minutes to 1 hour 12 48
1 hour to 2 hour 2 8
More than 2 hour 6 24
25 100
The above table shows that about 30 minutes-1 hour was spent by the highest number of respondents
at Big Bazaar in a visit. While 20% respondents said, they spent less than 30 minutes at Big Bazaar.
This is a motivating revelation from the respondents.

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 Abhinav National Monthly Refereed Journal of Research In
Commerce & Management
Table 4. Frequency of visit
Visiting Frequency Total Percentage
Weekly 4 16
Monthly 13 52
Every 3 months 5 20
During Offer only 4 16
25 100
The above table shows that more than half i.e. 52% of the respondents visited Big Bazaar on a
monthly basis, a few 16% of the people visited Big Bazaar only During Offer.
Table 5. Money Spent per visit
Money Spend Total Percentage
Below Rs.500 4 16
Rs.500 to Rs.1000 10 40
RS. 1000 to Rs. 2000 7 28
More than Rs. 2000 4 16
25 100
The table shows that 40% of the respondents spent money between Rs.500 to Rs. 1000 while only 16%
of the respondents were either spending below Rs.500 or above Rs.2000.
Table 6. Staff behavior
Staff Behaviour Total Percentage
Supportive 20 80
Rude 2 8
Unresponsive 3 12
25 100
The above table shows that majority of the respondents agreed that the staff behaved supportively in
Big Bazaar and very few of them said that they were unresponsive. So, the staff should be more
trained to attend all queries of customers.
Table 7. Types of products purchased
Product Purchased Total Percentage
Grocery 13 52
Clothes 5 20
Food items 2 8
Electronic items 1 4
Accessories 1 4
Other items 3 12
25 100
To understand what kind of products are the respondents buying from Big Bazaar, we can look at
above table, which shows that majority of the respondents went for purchasing Grocery items,
followed by Clothes. This shows that discounts and offers attract customers to buy more Grocery
items.

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 Abhinav National Monthly Refereed Journal of Research In
Commerce & Management
Table 8. Continue Shopping from BIG BAZAAR
Continue Shopping Total Percentage
Yes 20 80
No 5 20
25 100
The above table shows that almost all i.e. 80% of the respondents have agreed to continue their
shopping from Big Bazaar and only 20% do not want to visit again.
Table 9. Any Bad Experience
Bad Experience Total Percentage
Yes 7 28
No 18 72
25 100
The above table shows that very few respondents had bad experience in Big Bazaar. This means
almost all respondents have Good experience with Big Bazaar.
Table 10. Problems faced
Problems Total Percentage
Desired goods out of stock 8 32
Long queue 13 52
Difficulty in product location 4 16
25 100
The above table shows that more than half of the respondents were facing problem from long queues at
the billing counter and 32% of the respondents were facing problem of out of stock of the desired
goods which demotivated them for shopping again from Big Bazaar.
Table 11. Why Big Bazaar?
Attributes Total Percentage
Low Price 10 40
Good Service 5 20
Ambience 2 8
Better Quality 5 20
More Variety 3 12
25 100
The above table shows that majority of the respondents i.e. about 40% liked to shop from Big Bazaar
because of Low pricing of goods. 20% of the respondents agreed that Big Bazaar provided better
quality products.
Table 12. Major Competitors
Mall Total Percentage
Empress Mall 16 64
Eternity Mall 6 24
Poonam Mall 3 12
25 100
The above table shows that 64% of the respondents think that Empress Mall is the major competitor of
Big Bazaar, followed by Eternity Mall and Poonam Mall.

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RECOMMENDATIONS
Based on our Survey, we found that:-
Big Bazaar should keep more goods in stock, so that consumers dont face Goods Out-of-
stock problem.
The long queues at the Billing counters were one of the most common problems faced by
majority of the customers. So queue management like introducing Swipe cards along with
more counters during peak periods and offer period is recommended.
The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to
big bazaar during those days.
There should be periodical evaluation of staff and Sales staff should be trained well so that
they are able to handle all queries and doubts of the customers in a proper manner.
CONCLUSION
Through our research we conclude that Big Bazaar is preferred by its patrons for its pricing strategies
followed by variety. One of the major reasons for this is the high proportion of students and youngsters
who are dependent on their parents for their incomes. Big bazaar has positioned itself in the market as
a DISCOUNTED STORES. Volume sales always take place in big bazaar. Big bazaar has been
successful in establishing emotional bonding with its customers.
REFERENCES
1. Big Bazaar: A Study of Consumer Behavior towards Organized Retail, Prof. Vineeta Gangal, Dr.
A Kumar, Indian Journal of Applied Research, Volume : 3 , Issue : 4 ,April 2013,ISSN - 2249-
555X
2. It Happened in India, Kishore Biyani with Dipayan Baishya, 2007, Rupa Publications, New
Delhi.
3. Kotler Philip, marketing management, (Pearson education, 14th edition)
4. Retail Rocks- Big Bazaar sale a big Hit, Times of India, 27.1.2006
5. Youth Customer perception of brand: Big Bazaar, Mr. Ankit Srivastava, Dr. Sanjay Shankar
Mishra, International Indexed & Refereed Research Journal, ISSN 0975-3486.( print)E ISSN
2320-5484, April-May, 2013, Volume 4, Issue 43-44.
Websites:
6. www.Bigbazaar.co.in
7. www.organizedretail.co.in
8. www.retail seminar.in
9. Literature review on Big Bazaar.com
10. www.retailing.co.in

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