Big Bazaar 33

Customer Satisfaction Level
and Promotional Activities at Big Bazaar .
SUMMER INTERNSHIP PROJECT REPORT
(2009-11)
Submitted in partial fulfillment of the requirement for the
Award of
Post Graduation Diploma in Business Management
(2009-11)
INSTITUTE OF MANAGEMENT STUDIES,
GHAZIABAD
Submitted to : Submitted by:
Mr Kumar Gaurav Atul O Pathak
(Assosiate Manager ) (BM09261)
Big Bazaar (Future group)
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Institute of Management studies.
DECLARATION
TO WHOM SO EVER IT MAY CONCERN
This is to certify that Atul O Pathak student of post graduate diploma in Marketing
Management (PGDM-MM) from Institute of Management Studies with roll no.BM09261,
Ghaziabad has completed his project entitled “Customer satisfaction and promotional
activities at Big Bazaar.” under my guidance and supervision.
I wish him all the best for his future endeavors.
Prof Rajneesh Jain.

Faculty of IT Department.
IMS Ghaziabad.
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ACKNOWLEDGEMENT
I would like to thank Miss. Priya Yadav (the HR Manager of Future Group Pantaloon
Retail) and also Mr. Jasmeet Sir (Marketing Head ,BIG Bazaar)who gave me an
opportunity carry internship in Future group’s Big Bazaar . I am highly grateful to my project
mentor Mr. Kumar Gaurav (Asst Marketing Manager,Big Bazaar) and my Faulty
mentor Prof. Rajneesh Jain(Faculty of IT department) for his continuous support,
supervision motivation and guidance through out the tenure of my project in spite of his
hectic schedule,who truly remained driving spirit in my project and his experience gave me
the light in handling research project and helped me in clarifying the concepts, requiring
knowledge and perception, handling critical situations and in understanding the objective of
my work . I will also not forget to name my faculty members Prof. Timira Shukla
(Chairperson, PGDM) and Dr. Urvashi Makkar (Chairperson PGDM-MM) who were
always there for me guiding with their immense knowledge and support.
I would also like to express my heartiest thanks to all the respondents who took time for
answering my questions.
Atul O Pathak
BM09261
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Certificate from the organization.
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ABSTRACT
Future Group Pantaloon’s retail is India’s largest retail group with its stores targeting
different type of customers with different product category or prices . This project deals with
certain marketing strategies adopted by a new retail store opened in east of Delhi shadara that
was of Future group pantaloon retail named Big Bazaar .The project mentions all the
marketing activities that were done or performed to attract customers spread awareness about
the store and also how to retain the incoming customers to our retail store.
It started on 8th of may 2010 and ended on 7th of July 2010 during which many promotional
activities were carried out, planned and performed by me like celebrity visits,mothers day ,
fathers day celebration etc .It was during this tenure of the project that I was led to collect
certain useful information about one of their competitors Vishal Mega Mart and its many
branches on various parameters like its main catchments ,visibility from outside etc .I also
collected data from customers about how many visits did they give to our retail store i.e were
I was placed and the amount of money they spent on their shopping each time etc .
Lastly I was asked to do a customer satisfaction survey from our customers ,to know how
much they were satisfied till yet from our store in terms of various factors and which factor
contributed the most to their satisfaction level and also what could be done to increase their
satisfaction level so that they came more and shopped more resulting in an increased overall
profitability of the company .So ,is my project all about and its little short summary.
--Atul O Pathak
IMS GHAZIABAD
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Contents Page.No
Objective ….……………………………………………..………………………7
Chapter I
1.1 Introduction to Indian Retail sector………………………………….8-9
1.2 About the company………………………………………………….10-23
1.3 Big Bazaar: For the Great Indian middle class……………………...14-20
Chapter II
1.Marketing activities at Big Bazaar……………………………............20-22
2.Promotional activities for Big Bazaar…………………………………22-25
3.Promotion…………………………………………………………..….22-33
4. Competitive analysis for Vishal Mega Mart stores…………………...34-36
CHAPTER III
1.Literature Review……………………………………………………..37-40
Chapter IV
1. Research Methodology
1.Research Design………………………………………………..………….41
1.1. Sample unit……………………………………………………………..41
1.2. Sample size……………………………………………………………...41
1.3 Sampling technique……………………………………………………..41
1.4 Sampling area…………………………………………………....……….41
2. Data Collection – Primary sources……………………………….… …….42
CHAPTER V
1.Data Analysis
1.Data Analysis & Interpretations.………………………………………….42-63
2.Pie charts……………………………………………………………....…70
CHAPTER VI. CONCLUSION……………………………………………………...71
CHAPTER VII. RECOMMENDATIONS……………………………………………72
CHAPTER VIIILIMITATIONS……………………………………………………....73
CHAPTER IX. BIBLIOGRAPHY…………………………………………………..…74
CHAPTER X. ANNEXURE……………………………………………………......…75-79
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List of Analysis: -
Graph NO. GRAPH NAME PAGE NO.
.1 Factor analysis 50-54
.2 Cross tabulation (shopping 55
and quality)
.3 Cross tabulation 56-58
.4 Chi square (income and 59-64
overall satisfaction)
.5 Chi square (distance from 63-64
petrol pump and
frequency)
.6 Cross tabulation (Gender 65-66
and overall satisfaction)
.9 Cross tabulation (Age and 67-68
overall satisfaction)
.10 Pie chart with respect to 69
Gender
income.
age group.
employee.

brand availability
satisfaction
.15 Pie chart with respect to 74-75

income group and overall
satisfaction
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Objectives
 To measure the customer satisfaction level in Big Bazaar (East Delhi , Shadara)
 To identify contribution of various factors that effect customer’s satisfaction

level.
 To state various no. of ways by which overall customer satisfaction can be

increased.
 To mention all the promotional activities that were carried out during the tenure
of my project to increase the overall footfall in our store and to spread awareness
about the new store.
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CHAPTER I
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Chapter I
1.Introduction
1.1An Introduction to Retail Industry in India
India is a devolping economy where middle class segments serve as the strongest magnetic
material for International giants also to be interested in our Indian market. A growth of 25%
is expected to occur annually in retail sector due to lifestyle changes and other demographic
patterns too.
Our modern retail will be getting 200 USD worth by the end of 2016. With the economy
booming, competition in the marketplace is fierce. According to 'Retail in India Getting
Organized to Drive Growth', a report by AT Kearney and the Confederation of Indian
Industry, retail is one of India's fastest growing industries with a 5 per cent
compounded annual growth rate and expected revenues of US$ 320 billion in 2007. This
huge increase in country’s paid up capital and increased consumption factor th growth is
expected to be accelerated by 7-8% annually. KSA-Technopak, a retail consulting and
research agency, predicts the size of Indian retail market to iincrease to 21.5 billion USD
from 7.5 billion USD.
1.2 Retail space
Retailers are acting more aggressively in various parsts of south east asia with increasing
their number of shops in one city ,hence increasing an huge demand for real estate.In India
the retail sector just comprises of 2% as in for organized retail ,hence there is a still huge
chance for growth opportunities in India. Which is also now open to foreign investors as well.
A report from Deutches bank states that with increased pay scale in India specially when
talking about middle class there will be approximately 600 new stores in India by 2010.
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1.3 Food retail
Food dominates the shopping basket in India. The US$ 6.1 billion Indian foods industry,
which forms 44 per cent of the entire FMCG sales, is growing at 9 per cent and has set the
growth agenda for modern trade formats. Since nearly 60 per cent of the average Indian
grocery basket comprises non-branded items, the branded food industry is homing in on
converting Indian consumers to branded food..
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2. About the company
Future group led by its founder and CEO Mr. Kishhor Biyani is one of India’s leading
business houses with multiple business spanning across consumption space . Retail the
Group’s core business activity is widely spread across the country through its formats like
Big Bazaar, Pantaloon, Central, E zone, Home Town and Aadhar among others.Other
subsidiaries include Consumer Finance, Capital , Insurance, leisure and entertainment, brand
development,r etail real estate,retail media and logistics. Pantaloon Retail is the flagship
enterprise of the Future Group, which is positioned to cater to the entire Indian consumption
space.
The Future Group operates through six verticals: Future Retail (encompassing all retail
businesses), Future Capital (financial products and services), and Future Brands
(management of all brands owned or managed by group companies), Future Space
(management of retail real estate), Future Logistics (management of supply chain and
distribution) and Future Media (development and management of retail media). Future
Capital Holdings, the group's financial arm, focuses on asset management and consumer
finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-
related private equity fund, In division. It also plans to get into insurance, consumer credit
and other consumer-related financial products and services in the near future. Future Group's
vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the
most profitable manner." One of the core values at Future Group is, 'Indianess' and its
corporate credo are - Rewrite rules, Retain values
2.1 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
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.
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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.
2.12 Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
2.13 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 .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.
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2.14 Core Values
Indianness : confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
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3. Swot Analysis of Big Bazaar
Strengths
 High Brand equity in Retail markets
 Architecture or layout of Big Bazaar stores.
 Point of purchase promotions to increase sales.
 Variety of products.
Weaknesses
 Falling revenue per square feet.
 Unable to meet target sales
Opportunity
 Evolving customer preference in recent years.
 Organized retail just counts for 4.15% of total retail sector
Threats
 Govt. policies not well defined for Indian market in India
 Global players entry into the Indian market
 Unorganized retail sector
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4. Big Bazaar- For the Great Indian Middle Class.
Big bazaar stands as a largest retail of future group pantaloons limited .Its main asset is that it
provides 170,0000 products under on roof only with a unique shopping experience .Its motto
is to serve the middle and lower middle class segment with high quality and low price
combination of products .It is that with increased private palyers in the market that Big
Bazaar came into crockery, furniture ,fashion section etc with supreme products with
surprisingly low prices .I was placed at a new store of Future group Big Bazaar located in
East of Delhi shadara in Agrawal funcity mall .It was a new store having huge competition
faced by a nearby store of future group only future group only (Big Bazaar located at EDM
mall),Vishal Mega mart, Easy day etc. The main challenge for the store was to attract the
local area customers only as there was an easy transport available for local people of
shadara ,vishwas nagar , bholanath nagar, surya vihar , karkardooma to Big Bazaar Edm mall
The mall had PVR cinema too which served as a huge factor for customers to prefer EDM
mall Big Bazaar as whenever a middle class customer plan to go out for shopping in a mall
they take all entertainment and other factors also well into consideration ,so it was a huge
challenge for Big bazaar shadara to grab its local customers only because of the PVR cinema
advantage the store had and because of an easy transport facility available at a cheap cost to
the competing store and also because of their habitual buying in the EDM store only.
It currently operates out of 64 stores and top 15 stores register a cumulative footfall of 27
lakh a month on an average.
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4.1Product Life Cycle of Big Bazaar
The following graph shows the retail life cycle and we can say that Big Bazaar is
Currently at the Growth Stage.
Product life cycle of Big Bazaar

But if we talk particularly for our store i.e Big Bazaar shahdra, the store was in its
Introduction stage, which needed strong marketing support and strategies to enter and remain
in growth stage of product life cycle
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4.11Positioning strategy and threats from kirana stores to Big Bazaar.
Currently ,Big Bazaar has adopted a strategy of price oriented positioning strategy.
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4.12 Big Bazaar and Five forces:
Rival intensity Threats of Entrants Threats of
Power of Power of
substitutes
buyers suppliers
High High Low High Low
So, we can say that it has high threats from power of buyers, rival intensity and threat of
entrants but low from substitutes and power of suppliers as Big Bazaar stands as the biggest
Retail of India and hence powers high.
4.2The variety of product range in Big Bazaar :
This is an area where Big Bazaar stands as a leader in front of all retail stores in India. Its
main target customers are from middle or low income groups with focus on both genders i.e
male or female of the society and also on all age groups i.e from a kid to an old generation
.They diverse in their product mix to an enomorous strength starting from food segment to
furniture ,home fashion, electronic section, to home decors and toys too. Big Bazaar has
something for everyone who drops in at the store. So, is variety of products at Big Bazaar
shahdara.
4.3 The significant features of Big Bazaar:
Whenever we go out for shopping in a mall, what do we expect? all the our required products
under one roof, in Big Bazaar there is a special section for everything some of them I am
discussing below
• Food Bazaar: section for grocery and other food items

• Men’s wear/Ladies wear/Kids section: As suggested by name itself garment section
for all.
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• Furniture Bazaar: for all our furniture requirements.
• Electronics: for all our electronic appliance requirements.
• FutureBazaar.com or the online shopping portal which makes shopping easier as one
can shop many products of Big Bazaar at the same price from home
• Home décor and Toys section.
• Finance and Money Mall
4.4Major competitors
Its major competitors considering the nearby location of the store were ,Vishal Mega
Mart(shadara) ,Easy day(Near karkardooma store) ,Reliance Fresh(Vishwas Nagar) and lastly
nearby local markets namely lal quarter ,krishna nagar market and other local markets in
shadara and nearby areas too.
4.5 Main catchments
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Areas like shahdara ,vishwas nagar,bholanath nagar,karkardooma,surya nagar,etc were main
catchments of the store and our main focus was on how to attract the people of this areas to
our store with our special offers and schemes.
4.6 Description: Big Bazaar.

The store was located in Agrawal funcity mall of East Delhi shadara .The store was spread in
an area of 95000 sq ft. comprising of two floors in all.
4.61 Ground floor :
This floor had all the clothes sections i.e for men’s , women’s and kids including all the
types of clothes be it trendy or traditional so all can be divided into four section it had that
were:
1)-Kids wear
2)-Men’s wear
3)-Ladies wear
4)-Toys section
5)-Cosmetic section
6)-Watches section
7)-Star sitara saloon
8)-Luggage section
9)-Photo depo section
10)-Customer service desk
Clothes sections were comprising of Big bazaar own brands as of Disney etc with price
range set for a middle class segment of the population.There was a huge range of products
displayed well and with offers displayed well too by the respective visual merchandiser of the
store which was Miss Noopur .
Luggage section comprised of own brands of the store as well as brands like VIP too with
discounts upto 50% also available on few ranges of luggage too.
Photo depot section had facilities of having a cup print of a photograph chosen by you or
even a cushion print of photograph as well which could stand a perfect choice of gift to loved
ones with price range starting from 250 Rupees only.
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Star Sitara saloon was located in the left end corner and offered complete solution to both
ladies and mens beauty problems with haricut , facials,, mehandi ,spa for both the gender
customers at a very affordable price .
4.62 Basement
There was a very comfortable way inside the store to basement of Big Bazaar shadara.
It comprised of following sections:
1-Food bazaar.
2)-Electronic section.
3)-Home décor.
3)-Chill section.
4)-Non-Food section.
5)-Furniture section
6)-Home fashion.
Food bazaar comprised of all food materials like vegetables, spices ,pulse,rice,flour etc. Non
Food items were like vimbar,brooms etc. Electronic Section comprised of all electronic items
from television, fridges, microvens etc . Home décor comprised of all the Home décor items
like paintaings , vases and feng shui items . Chill section comprised of coldrinks etc.Furniture
was comprising of all items like dining table etc,Home fashion consists of towels bedsheets
etc.
4.63 Phase Layout of the store
The layout of the store was perfectly upto the mark with proper arrangements of all sections
and their items .All the items were displayed in a well proper pattern and all offers , signages
displayed well and regularly updated at regular intervasl with promotional offers and schemes
changing.
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CHAPTER II
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Chapter II
1. Marketing Activities : Big Bazaar Shadara.

There were various new offers schemes and new discounts offers in the store which needed
our immediate response and support in order to spread awareness about the new plan made
by the store authorities and increase customers participation and activation in offers, these
were some of the methods which we chosen to complete our motto of spreading awareness
like for offers of Pehli Tarikh offers, Monthly Bachat Bazaar etc.
1.1 Signages
It was due to commonwealth games that hoardings were prohibited in the area for the store
which served as a huge limitation to our project for which we then used leaflet distribution
and road shows as main tool for spreading awareness about the store. We made sure that
special signages were setup at all section and sub sections of big bazaar displaying the special
price and discounts/offers available at various product range .
1.2 Leaflets
We made sure that all the leaflets be it of Wednesday bazaar , monthly bachat bazaar, pehli
tarikh offer were distributed well in time at entry exits of the store to the customers and also
in nearby catchments of Big bazaar .
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1.3 Promo zone
THE Front entry promo zone and the basement promo zone i.e to display the biggest offers
going on in the store a special big signage or arrangement to display the main offers at the
store. The Big offers under my internship were:
1)-Shubh Muhurat: A Saree special setup was built beautifully to aware the customer about
the latest offers on sarees etc.
2)-Monthly bachat bazaar (Paise kaam ayenge)-A Special offers on all section of Big
bazaar on first 8 days of the month saying save money…kaam ayenge.
3.4 Announcements
We made sure that regular updates of offers and discounts were announced properly well in
time and I did it myself too at times like for pehli tarikh offers etc.
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2. Promotional Activities: For the new store Big Bazaar ,Shadara
2.1 Celebrity visits at the store
Celebrities like Hema Malini and Smita Bansal (Balika vadhu fame) were invited in the
store to increase the footfall in the store which was to make aware customers about the store,
with that there were activated like fashion parade ,contests for womens kids etc to increase
public participation and hence to make aware customers aware about the store.
2.2 Mothers day celebration: 9TH MAY 2010.

9TH MAY mothers day was celebrated at the store big bazaar with staff saying at the entry
gate happy mothers day to all the mothers , apart there were many other activities in the store
with special prizes for mothers with contest for mothers like singing competition, salad
making etc and winning mothers were given a special prize from Big Bazaar. Children also
were taken into account in activities and they participated as well due to which on mothers
day the footfall of Big Bazaar was almost doubled on the mothers day resulting in huge sales.
2.3 Akshay tritiya:
Special discounts on gold section of the store with some special contest as well.
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2.4 Father’s day 19th JUNE 2010:
(Father’s day at Big Bazaar.)
Father’s day was celebrated at the store targeting the male customers activities done on this
day included of:
1)-special song dedications to fathers at every hour: There were special song dedications
every hour at the store, like fathers day special songs for every five customers wo step in
every hour .We, asked for names of father-child and then made announcements like
“This is a special song for e.g Jessica’s father…Mr. Prakash, we wish him a very happy
Father’s day from Jessica”
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2)-contest like make a card for your daddy.
In this contest all the children were asked to make a greeting card for their parents i.e father
with them or without them and the best one was given a prize. Hence, we increased an
emotional bonding with the help of father’s day of Big Bazaar and its customers we called it
”Advertising with a Moral appeal”
3) -How much you know about your daddy : In this contest all the contestants were asked
to fill a questionnaire about their daddy’s liking and fathers were asked to fill too .The
contest with maximum right answers were given prizes.
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4)-Signage’s of happy fathers day at entry and exits :with special quotes and marketing
strategy for every section e.g given below
Signage’s
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5)-announcements wishing all customers Happy fathers day were made regularly: Like
“Fathers are special and no one love of no one can replace them, happy Fathers day to
all the dear customer’s from Big Bazaar”
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2.5 Pehli Tarikh Offer:
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Pehli Tarikh Questionnares.
It was a special day of first month were customers were given special offers and discounts ,in
short activities included like
1)-Leaflet distributions
2)-offer announcements
3)-Contests for customers.
Offers were like e.g on Koreo television get flat 2000 discount and plus get 4 months
subscription of Big Tv.
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2.6 Wednesday Bazaar – Hafte ka sabse sasta din
This is a special marketing strategy to attract customers to visit stores even on weekdays too,
as it is generally seen that in India or anywhere almost most footfall in any market happens to
be on National holidays or specially on weekends only .So it was really necessary for Big
Bazaar marketers to attract its customers on weekends too. In Big Bazaar shahdra, though this
Wednesday bazaar was not specially specially for this store but it served as a very important
tool when the work was to increase customer footfall immensely on weekdays too .
The footfall in the store increased immensely on this very day with Big Bazaar giving huge
discounts on all the food bazaar products as well as on various other segments of store too
but mostly customers of middle class segment were seen to be attracted by the vegetable
section only of Big Bazaar with prices of all vegetables going very cheap in respect to
market price of products .So, there was a huge need for Big Bazaar to plan certain other
strategies for other segments namely electronic ,men’s wear etc so as to increase the overall
profit and sales of this Big Bazaar store.
Below the line activities for Wednesday Bazaar involves:

 Visual merchandizing promoting the offer with the help of danglers, signages,
standees, etc.
 Frequent announcements made by the staff inside the store on a regular basis.
Above the line activities for Wednesday Bazaar involves:
 TVC on popular entertainment channels like Sony, Star Plus, Set Max, Star One.
 Newspaper ads on Wednesday in the local dailies, Sakal and Times of India &
Hindustan times.
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3. Promotion
Promotion activities are majorly classified as undertow categories above and below the line
promotions, ”above the line activities include media promotions etc.
The terms 'below-the-line' promotion or communications, refers to forms of non-media

communication, even non-media advertising. Below-the-line promotions are becoming
increasingly important within the communications mix of many companies, not only those
involved in Fmcg products, but also for industrial goods and is said good for brand value.
Some of the ways by which companies do BTL (below the line) promotions are by
exhibitions, sponsorship activities, public relations and sales promotions like giving freebies
with goods, trade discounts given to dealers and customers, reduced price offers on products,
giving coupons which can be redeemed later etc.
3.1 BELOW THE LINE SALES PROMOTION
Below the line sales promotion is a strategy to communicate with target customers in a
different alternative way else than direct advertsing . In this we ,issue offers such as short
term incentives directed to our consumers and is some time more effective than ATL or
above the line activities.
A definition of below-the-line sales promotion given by Hugh Davidson:
'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having
only a short term or temporary duration'4.63 Methods of below the line sales promotion
1. Price promotions
Price promotions are also commonly known as" price discounting". These can be done in
two ways:
• A discount to the normal selling price of a product, or
• More of the product at the normal price.
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Price promotions however can also have a negative effect by spoiling the brand reputation or
just a temporary sales boost (during the discounts) followed by a lull when the discount
would be called off.
2. Coupons
Coupons stand as a very innovative and easy way of discounting when it comes to retaitling-
on a pack to increase overall sales of the store.
 In coupons being sent to customers via newspapers etc ,to get it redeemed at the store.
 A cut-out coupon as a part of advert.
 On the back of till receipts.
The key objective while issuing coupons is to increase sales and customers interest but a very
important caution must not be taken for granted while issuing them that retails must have
excess stock levels to avoid customers disappointments and complaints etc which is not good.
3. Gift with purchase

The "gift with purchase" is a very common promotional technique. In this scheme, the
customer gets something extra along with the normal good purchased. It works best for
 Subscription-based products (e.g. magazines)
 Consumer luxuries (e.g. perfumes)
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 Magazines
 Heavy discounts on items of other products like bedsheets , sauna ,spa etc.
4. Competitions and prizes

When it came to this new store there was a special anchor appointed for organizing such
events like on weekends and special occasion which increased customers stay in store and
excitement and hence purchases.
7. Point-of-sale displays
Shopping habits are changing for the people living in metropolitan cities. People prefer big
retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken
by the virtue of point-of-sale displays in these retail outlets.
3.2 SOME INTERSTING EXAMPLES OF BTL PROMOTION

Most of the big brands are following the suit of BTL promotion because of rising prices of
media based promotion, advertising clutter and increased impulse purchasing.
3.21 Some of the interesting examples are:

BTL promotions are gaining popularity among all big companies nowadays considering their
effectiveness because of the "individual customer promotion" at a price, which is much lesser
than the normal media promotions.
 Low prices on Wednesday Low prices on Wednesday
 Concept of Big Day Concept of Big Day
 Promotional offers
• Monthly Bachat bazaar.
• Mother’s day
• Happy Father’s Day
3.22 The Great Indian Shopping Festival(17th April 2010 -16th May 2010.
It was a huge success when we talk about this festival that led to innumerous increase in sales
and profit of Big Bazaar. It was during this festival that customers were given free gifts on
purchase of certain amount of products as mentioned in their brochure.
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3.23 Sone ki chidiya
Once the land of India was a sone ki chidiya signifying glory , wealth prosperity and success.
Today, the world is looking at India again and its all resting In our hands to make India sone
ki chidiya once again.
In this scheme customers were given a sone ki chidiya (sticker ) one on shopping above 500
Rs i.e if it was a cash memo of above than 1000,then 2 stickers were granted to the
customers and so the allocated prizes were.
Items No. of stickers Token amount.
5 39
1-Branded glasses+6 bowl set
7 49
2-Branded 7pcs glass pudding
set 7 49
9 59
3-Branded Glass celebration
vase
9 59
4-Branded 6pcs Glass set 11 79
5-Branded 7pcs Glass Lemon

set
6-Branded 7pcs Glass desert set
37
4. Competitive analysis of stores of Vishal Mega Mart.
In the tenure of this project we were asked to analyze five vishal mega mart stores on the
following parameters.
1)-Main catchments of the store.
2)-phase layout of the store.
3)-sections on various floors of the store
4)-Photographs from inside and outside the store/visibility of the store from outside.
5)-If any special offers or schemes, figure that out.
4.1 Vishal Megamart (Welcome station)
For this store we took photographs from inside and outside the store both and as well as
inquired about main mentioned parameters of our data collection for a managerial research.
4.11 Main catchments

Shadara, people traveling to and fro from this station , Krishna nagar, bholanath nagar etc.
4.12 Area: 40,000 sq ft.
4.13 Phase layout:
There were two floors basically ground and first floor.The our wall of the store was made of
glass making it clearly visible for the customers to see the store and its products from outside
while traveling the metro and hence falling in .The first thing which was visble to customers
escalating down the stairs was a small food pint made specially to drag in customers.
Ground floor
It comprised of a food point,food section,non food section.
First floor
It comprised of home fashion,toys electronic section etc.
4.15 Visibility:
38
This store was clearly visible from outside main road with huge hoardings and signage’s etc
and hence was successful in dragging in customers and also in cutting a huge catchments of
Big bazaar shahdra .
5.16 Extra points

The store’s outer wall was made of glass through which metro travelers could see a small
eating point clearly from outside the store and were all attracted to drop in the store and
hence buy products .Hence a strong marketing strategy.
5.2 Vishal Mega mart(Ansal plaza)
5.21 Main catchments

Vaishali ,kaushambvi Apartments,Indirapuram etc,
5.22 Area
30,000 sq ft.
5.23 Phase layout
There was no proper arrangement or good arrangement in store and looked more of a shabby
store .it again had two floors in all.
Ground floor
It comprised of home Décor, garments (ladies gents kids etc all),in the ground floor.
First floor
It had toy section food section , luggage section , non food section ,electronic section
5.24 Visibility
The store was clearly visible from the main road with a signage at the top of the mall Ansal
plaza..
Inside also the store was enlightened well with pink light and huge hoardings
5.25 Extra points:
Brands available displayed at the main door
Map of store also shown at the entry avoiding confusion.
A separate corner for free gifts at the exit.
Signages with yellow color which where in white in case of big bazaar.
PVR present serving as a great factor to attract customers.
39
4.3 Vishal mega mart (Silver city, Ghaziabad )
4.31 Main catchments,

Bhatia complex, Bhatia turn area , chawdhary turn area, amrit nagar and lal quan area were
its major catchments.
4.32 Area
45000 sq ft.
4.33 Phase layout
Three floors in all. including the ground floor ,well arranged in proper pattern with all
sections well defined.
Ground floor
Casual wears like t shirt and all just.
First floor
Men’s wear ,cosmetics, ladies purse section etc.
Second floor
Electronic section, non food section, food section.
4.34 Visibility
Clearly visible from main road with a hoarding at entry gate of mall .
4.35 Extra points.
 All brands available mentioned at the entry gate of the store
 All discounts available also available at the store
 A cinema hall also available in the mall to attract population.
 Outer wall of store made of glass again ..and a quick look of whatever is available in
the store can be seen from Mac D outside and also to customers who drop in to see
any movie.
40
CHAPTER III
41
Chapter III
1.Review of Literature
Berman and Evans, 2001

Retailing has been defined as business activities involved in selling goods and services to
consumers for their personal, family or household use .
Although retailing has been around for millennia, the 20th century witnessed a lot of change
in the retail sector, especially in the developed countries. Modern formats such as department
stores, discount stores, supermarkets, convenience stores, fast food outlets, specialty stores,
warehouse retailers and hypermarkets have emerged.
Retailing has become more organized and chain stores have been growing at the expense of
independent shops. The chains are utilizing sophisticated information technology and
communication to manage their operations and have grown rapidly not only within their
home countries like US, UK, France, Germany and Holland but to other developed countries.
Wal-Mart Stores, the US retailer, was recognized as the largest firm in terms of sales in 2002
in fortune magazine’s list of 500 largest global firms. Modern retail formats have also spread
beyond developed countries and are becoming more important in the NICs and developing
countries.
Economic Times (2007)

Kishore Biyani- led Future Group is considering hiving-off its hypermarket format Big
Bazaar into a separate company. “Managing a $1 billion business already is a challenge”,
Biyani said speaking to the reporters on Friday, referring to the big Bazaar format, which is
expected to generate revenue of $1 billion in the fiscal 2007-08. Big Bazaar is a hypermarket
format of the Pantaloon Retail (India) Ltd.
The Group expects to increase its revenues to $7-8 billion by 2011, of which Big Bazaar is
42
expected to contribute a large chunk of around $4 billion. It has emerged as the largest retail
format of Future Group's retail division. Biyani said that the proposal is at a very initial stage
and has to be taken to the board. “Currently we have more than 80 Big Bazaars and we are
planning to scale it up to 160 by the year end”, he said. Highlighting that the company was
going to go very aggressive in rolling out the Big Bazaar format, he said that the total floor
area by 2011 would scale up to 30 million square feet from the present figure of 10 million
square feet. Speaking on the other formats, Biyani said that the group was expecting a
revenue of Rs 1,300 crore from the Home Town stores which the company launched last
year.
Sales & Customer Service Department of Texas
There was a study conducted by “Agricultural Extension Service Texas A&M University
System College Station, Texas”. According to this study the researchers find the tips to
increase the impulsive sales of the flowers. The findings of the study were:
Tips for Boosting Impulse Sales
Creating variety in the department with frequent changes of display and movement of
regularly sold merchandise also entices customers. Recognizing items that typically make a
minimal contribution to sales and replacing them with items that create "sales appeal"
increases the likelihood of impulse sales. Displays that tie in with a national slogan or
storewide theme.
Generate interest, as do displays that highlight special products and services.
Tip 1: use color to create original, eye-catching displays.
Tip 2: use themes to create interest in unusual products and renew interest in everyday
items.
Tip 3: keep undecorated plants available to attract consumers who are buying for
Themselves .
Tip 4: create displays that emphasize special products or services.
Tip 5: change stock and displays often so consumers are drawn into the department each
week.
Tip 6: be flexible enough to change an item or arrangement that isn¹t selling.
Tip 7: have a person on hand to provide information and assistance at all times.
Tip 8: create a friendly, comfortable atmosphere with accessible displays that encourage
browsing.
43
Tip 9: offer only quality plants and floral arrangements.
Tip 10: situate the department so that customers know where it is and can see it from most
areas of the store.
Keng and Ehrenberg, 1984

Since the origin of organized retail itself is very ne win India, there is not enough literature,
which studies the factors that govern consumer choice of retail outlets and their relative
positions. However, studies in the west have found out that though consumers buy products
from the same supermarket in multiple occasions, they are not 100% loyal i.e., they buy
similar products form other outlets in different occasions Although most literature has found
out that consumer choice of retail outlets follow a non-hierarchical process.
Fotheringham , 1988
Which show that consumer choice may follow a hierarchical model at times. Most studies
have focused on the relation between store choice and price formats.
Tang, Bell and Ho, 2001

Price formats have an impact on store choice. There have been studies which found out that
store choice is also related to perceive ed shopping utility which may depend on Service
Quality (Parking space, friendliness of employees, billing time), Assortment of products
(popular brands), Purchase Flexibility etc. (Tang, Bell and Ho, 2001) Lastly, unplanned time
spend in store and unplanned purchases have been found to be linked with factors like
perceived quality, variety, specials and value for money.
Oxenfeldt (1974) and Martineau (1958).

Various definitions about a retail store image have been given by scholars form time to time.
The oldest and most basic one can be credited to who defined a store’s personality as:…. the
way in which the store is defined in the shopper’s mind; partly by its functional qualities and
partly by an aura of psychological attributes.”
44
Later on, defined it as:“ an image is more than the sum of its parts…..it represents interaction
among characteristics and excludes extraneous elements… It has some emotional contents…
a combination of factual and emotional material.”
Ditcher 1985
A more recent definition is given by who also emphasized on the image being something
complete.“It describes not individual traits or qualities, but the total impression an entity
makes on the minds of others… an image is not anchored in just objective e data and details.
It is the configuration of the whole field of the object.”
All over the world there has been a considerable amount of research to find out retail store
image. However, most of the studies can be divided into three different categories based on
the methodology used which are semantic differential scales, multidimensional scaling and
qualitative techniques.
Dodd’s et al., 1991 & Rao and Monroe, 1989
Most of the research on controllable cues has focused on price, brand name, store name and
level of advertising). However, the focus has been almost exclusively on the perceived price-
quality relationship, even though it has been demonstrated that the availability of other cues
typically reduces the importance of price as a cue (Bonner and Nelson, 1985; Dodd’s et al.,
1991). Based on Monroe and Krishnan (1985), a positive relation between the perceived price
and perceived quality can be price-sensitive, it is expected that price play a very important
role in determining the quality of the merchandise. In order to avoid confounding the price
and value constructs, price perceptions were operational zed as perception of price within the
range of known prices of equivalent products in the product category. Hence it can be posited
that: “There exist a positive relationship between relative price and goods quality.”
Smith and Barclay, 1997.
Satisfaction with the relationship is regarded as an important outcome of buyer0seller
relationships). We define relationship satisfaction as “a consumer’s affective state resulting
from an overall appraisal of his relationship with a retailer” .
Anderson and Narks, 1984.
In business as well as consumer markets customers tend to be more satisfied with sellers who
make deliberate efforts towards them. Consequently, we posit the following hypothesis:“A
higher level of customer retention orientation of the retailer leads to a higher level of
relationship satisfaction.
45
”
CHAPTER IV
46
Chapter IV
1.Research Methodology
1.1 Research design:
The type of research is a descriptive research where we are trying to describe the levels of
satisfaction of customers of Big Bazaar, and also to identify various factors which play
important role in deciding the level of satisfaction of customers of Big Bazaar.
Research design is a framework or blueprint for cunducting the market research project. It
specifies the details of the procedures necessary for obtaining the information needed to
structure and /or solve marketing research problem.
Research design is descriptive for this project which comes under conclusive research design.
Conclusive research design is to assist the decision maker In determining, evaluating and
selecting the best course of action to take in a given situation. And a decriptive research has
its major objectives the description of something- usually market characteristics or functions.
It is used to determine the perceptions of people toward product.
1.2 Sample Design
1.21 Sampling Area

East Delhi, shahdra Big Bazaar shadara store was our sampling area.
1.22 Sample population:
Our research was mainly subjected to customers coming to big bazaar, which were including
all middle and lower middle class people.
1.23 Sample size
47
Our sample size was 100 people
1.24 Sampling technique
Our sampling technique is convenience sampling, which was that we took into consideration
the customers we were willing to respond easily. Sampling technique is used for this project
is non probability sampling because of time and resource available for the project is limited.
So, convenience sampling is used
2. Data collection
2.1 Data collection instrument:

Our research instrument were questionnaires with structured set of questions which were to
measure satisfaction levels of customers on various terms as if like on brands purchased,
quality, price etc.
2.2 Data sources
The sources of data we used was mainly primary , with help of questionnaires.
3.Data analysis
3.1 Demographic analysis

The technique has been used for summarization of some useful data to meet the objectives.
3.2 Factor analysis
This technique is usually used for the data summarization. With the help of this technique we
can arrange some correlated sets of variables under one factor. This helps in saving time and
cost. here factor analysis technique has been used to identify the prominent factors
responsible for the satisfaction level towards the customer relationship management of
insurance industry.
3.3 Chi-square analysis: -
Chi square technique is usually used to find the dependency of different variables or in other
words we can say that it is used to find out the whether there exists a relationship between
two variables or not.
48
CHAPTER V
49
Chapter V
1.Data analysis and interpretation
1.1 Factor Analysis:
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .728
Bartlett's Test of Sphericity Approx. Chi-Square 1073.494
df 153
Sig. .000
Interpretation: Since Kaiser meyer olkin measure of sampling adequacy is more than 0.5
hence sample is adequate for factor analysis
Communalities
Initial Extraction
Physical facilities 1.000 .845
presentation 1.000 .824
Store layout 1.000 .863
Employee behaviour 1.000 .605
billing 1.000 .868
Store reputation 1.000 .581
cards 1.000 .893
quality 1.000 .755
Brands available 1.000 .705
Home brands 1.000 .340
price 1.000 .570
range 1.000 .750
Product available 1.000 .714
service 1.000 .666
Offer scheme s 1.000 .185
overall 1.000 .802
Cleanliness hygine 1.000 .727
packaging 1.000 .812 50
Institute of Management
Extraction Method: Principal Component Analysis. studies.
51
Total Variance Explained
Compone Extraction Sums of Rotation Sums of Squared
nt Initial Eigen values Squared Loadings Loadings
% of % of
Tota Varian Cumulati Varian Cumulati % of Cumulat
l ce ve % Total ce ve % Total Variance ive %
1 5.67 31.543 31.543 5.678 31.543 31.543 3.759 20.885 20.885
8
2 2.21 12.306 43.849 2.215 12.306 43.849 3.188 17.713 38.598
5
3 1.75 9.769 53.618 1.758 9.769 53.618 2.088 11.602 50.201
8
4 1.62 9.041 62.658 1.627 9.041 62.658 1.815 10.084 60.285
7
5 1.31 7.279 69.938 1.310 7.279 69.938 1.737 9.653 69.938
0
6 .989 5.493 75.430
7 .910 5.054 80.485
8 .831 4.615 85.100
9 .657 3.652 88.751
1 .482 2.677 91.428
0
1 .404 2.247 93.676
1
dimension0
1 .349 1.940 95.616

2
1 .279 1.549 97.164
3
1 .177 .982 98.146
4
1 .162 .900 99.047
5
1 .134 .746 99.793
6
1 .037 .207 100.000
7
- 1 - 100.000
8
1.82 1.012E
1E- -15
16
Extraction Method: Principal Component Analysis.
52
Interpretation :According to above table we can see that,out of the total variance,695 of the
variance is explained by 5 factors,20.885%,17.713%,11.602%,10.084%,9.653.
53
Rotated Component Matrixa
Component
1 2 3 4 5
physicalfacilities .861
presentation .863
storelayout .861
employeebehaviour .747
billing .899
storereputation .714
cards .905
quality .763
brandsavailable -.548 .469
homebrands .511
price .582
range -.686 .442 .546
productavailable -.683 .455
service -.714 .426
offerschems .118
overall .800
cleanlinesshygine .746
packaging -.746
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 11 iterations.
Interpretation:
Out of the total factors above the factors can be divided into 5 factors namely,
Factor 1(physical characteristics of the store)
Physical facilities
Presentation
Store layout
Factor 2(hygiene)
Cleanliness
Hygiene
Factor 3(monetary requirements)
Billing procedures
Cards acceptance
Offer schemes/discounts)
54
Factor analysis 4(Store’s support)
Service
Employee behaviors
Home brands quality
Price/quality justification in case of home brands
Factor 5(store reputation(quality)
Brands available sufficient or not

Product availability
Quality of product
Component Matrixa
Component
1 2 3 4 5
physicalfacilities .891
presentation .871
storelayout .891
employeebehaviour .451 -.536
billing .453 .523 .436
storereputation .639
cards .472 .531 .465
quality .792
brandsavailable -.651 .402
homebrands -.465
price .592
range .522 .522
productavailable -.504 .451
service -.475 -.518 .404
offerschems
overall .808
cleanlinesshygine .696
packaging -.729 -.403
a. 5 components extracted.
7.12 Cross tabulation (shopping and quality)
55
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
shoppin 100 100.0% 0 0.0% 100 100.0%
g*
quality
shopping * quality Cross tabulation

quality
Highl
sat y
highly dissatisfie isfi satisfi
dissatisfied d neutral ed ed Total
shoppi food bazaar Count 2 2 8 2 37 51
ng Expected Count 11.8 .5 1.0 2.1 35.5 51.0
Non food Count 4 0 0 0 22 26
section Expected Count 6.0 .3 .5 1.1 18.1 26.0
clothes Count 0 1 2 2 3 8
section Expected Count 1.9 .1 .2 .3 5.6 8.0
electronic Count 5 0 0 0 5 10
furniture Count 4 0 0 0 1 5
Total Count 15 3 10 4 68 100
Expected Count 15.0 3.0 10.0 4.0 68.0 100.0
Interpretation:
From cross tabulation we can see that in food bazaar quality stated by maximum of our
respondents is stated as highly statisfied, and in non food section it is also highly statisfied,as
56
per our table we can see there were only 9 & 5 respondents in big bazaar who sopped
electronic or furniture respectively from big bazaar and most of them stated quality as highly
dissatisfactory ,So , we advice the management to increase the quality of products in
electronic and furniture section to increase sales there
1.2 Cross tabulation (shops and brands)

Cases
Valid Missing Total
shopping * 100 100.0% 0 0.0% 100 100.0
brands %
available
57
shopping * brands available Cross tabulation
Brands available
highly
dissatisfie highly
d dissatisfied Neutral satisfied satisfied Total
s food Count 4 4 12 6 23 51
hbazaar Expec 12.4 14.4 10.8 4.1 9.3 51.0
o ted
p Count
p
Non food Count 4 9 9 0 4 26
i
section Expec 6.3 7.4 5.5 2.1 4.7 26.0
n
ted
g
Count
clothes Count 7 1 0 0 0 8
section Expec 1.9 2.3 1.7 .6 1.5 8.0
ted
Count
electronic Count 6 0 0 2 2 10
section Expec 2.2 2.5 1.9 .7 1.6 9.0
ted
Count
furniture Count 1 3 0 0 1 5
section Expec 1.2 1.4 1.1 .4 .9 5.0
ted
Count
Total Count 22 17 21 8 30 100
Expec 22.0 17.0 21.0 8.0 30.0 100.0
ted
Count
58
Interpretation:
We can see from the table itself that in food bazaar there is high satisfaction level in
customers as per as brands availability is concerned, but in, electronic and furniture section
the more frequency is in highly dissatisfied (6)and dissatisfied(3)respectively, and for
clothes(7)highly dissatisfied
So, according to our research if Big Bazaar wants to increase its sales and level of
satisfaction in customers in electronic clothes and furniture section go on increasing
brands or no. of brand
1.3 Cross tabulation( income group and overall satisfaction)
59
Cases
Valid Missing Total
Percen
N t N Percent N Percent
Income group 100 100.0 0 0.0% 100 100.0%
* overall %
satisfaction
Income group * overall satisfaction Cross tabulation

Overall satisfaction
highly highly
satisfied satisfied neutral dissatisfied dissatisfied Total
i <10,000 Count 2 6 2 0 0 10
n Expected .3 1.4 .8 .6 7.9 10.0
c Count
o10,000- Count 0 0 2 6 17 25
m20,000 Expected .8 3.3 1.8 1.3 17.9 25.0
e Count
g20,000- Count 1 2 2 3 47 55
r 30,000 Expected 1.7 7.2 3.9 2.8 39.4 55.0
o Count
u30,000- Count 0 3 0 0 0 3
p40,000
Expected .1 .4 .2 .2 2.2 3.0
Count
>40,000 Count 0 5 1 0 1 7
Expected .2 .7 .4 .3 3.6 7.0
Count
Total Count 3 18 7 6 66 100
Expected 3.0 18.0 7.0 6.0 66.0 100.0
Count
Interpretations
We can infer from above data that in low income groups such as>10,000 or say 10,000-
20,000 satisfaction level is highest 5 in highly and 19 in highly satisfied again respectively ,
60
while in high such as 30,0000-40,000 and >40,000 the satisfaction level is 3 in dissatisfied
and 4 in dissatisfied respectively so we can infer there is relationship or association between
income group and satisfaction level.
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 59.646a 16 .010
Likelihood Ratio 47.077 16 .000
Linear-by-Linear Association 2.978 1 .084
N of Valid Cases 99
a. 21 cells (84.0%) have expected count less than 5. The minimum expected
count is .09.
Interpretation:
We can infer since the value of chi square is less than 0.05 therefore the H0 hypothesis is
rejected hence we can say that there is association in income and overall satisfaction, and
how we have seen in above cross tabulation
Hence we suggest the management that yes, though the lower income groups are more
satisfied from big bazaar , but to increase the overall profitability we have to target high
income groups because they are dissatisfied , hence we cans say that from the one before the
previous cross tabulation ,that to make high income group satisfied increase brands in
furniture ,electronic section. And target high income groups.
1.5 Cross tabulation (distance from the store and frequency of visits)
61
Cases
Valid Missing Total
Perc
N Percent N Percent N ent
Distance 100 100.0% 0 0.0% 100 100.
from the 0%
store *
frequency of
visits
Distance from the store * frequency of visits Cross tabulation

Frequency of visits
>4time
once twice thrice s Total
Distance 0-5 Count 2 0 0 59 61
from the Expected 8.6 .6 11.1 40.7 61.0
store Count
5-10 Count 5 1 18 4 28
Expected 4.0 .3 5.1 18.7 28.0
Count
10-15 Count 2 0 0 3 5
Expected .7 .1 .9 3.3 5.0
Count
>20 Count 5 1 0 0 5
Expected .7 .1 .9 3.3 5.0
Count
Total Count 14 2 18 66 100
Expected 14.0 2.0 18.0 66.0 100.0
Count
62
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 105.126 9 .023
N of Valid Cases 99
count is .05.
Interpretation:
We can directly see that if distance is less 0-5 example say kms then frequency of visit is
highest in >4times(59) and if distance more >20 it is most in once a month(5)
And as, the chi square coefficient is less than our level of significance so,H0 rejected hence,
there is association between frequency of visit and distance from the store i.e inversely
proportional.
63
1.6 Cross tabulation (gender and overall satisfaction)

Cases
Valid Missing Total
Gender * overall 99 99.0% 1 1.0% 100 100.0%
satisfaction
age group * 99 99.0% 1 1.0% 100 100.0%
overall
satisfaction
Cross tabulation
overall satisfaction
HIGH
HIGHL LY
Y DISS DISSA
SATISI SATISIFE NEUT ATIS TISIF
FED D RAL FIED ED Total
Gende male Count 3 18 3 4 17 46
r Expecte 5.1 6.0 6.5 9.3 19.1 46.0
d Count
female Count 0 0 4 2 49 54
Expecte 5.9 7.0 7.5 10.7 49.9 53.0
d Count
Total Count 3 18 7 6 66 100
Expecte 3.0 18.0 7.0 6.0 66.0 100.0
d Count
64
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
a
Pearson Chi-Square 13.186 4 .010
N of Valid Cases 99
a. 0 cells (.0%) have expected count less than 5. The minimum expected
count is 5.11.
Interpretation:
Since the value of chi square is less than 0.05 so there is no H0 IS rejected so there is no
association between gender and overall satisfaction level.
1.7 Cross tabulation (age and overall satisfaction)
65
Cross tabulation
HIGHLY
HIGHLY SATIS NEUTR DISSATIS DISSATIS
SATISIFED IFED AL FIED IFED Total
age 17- Count 0 1 1 0 2 4
grou 21 Expecte .7 .8 .8 1.2 2.5 4.0
p d Count
21- Count 1 7 1 0 9 9
24 Expecte 2.9 3.4 3.7 5.3 10.8 9.0
d Count
25- Count 0 4 1 0 9 13
28 Expecte 3.4 4.1 4.4 6.3 12.8 13.0
d Count
28- Count 0 5 3 5 9 22
31 Expecte 1.9 2.2 2.4 3.4 7.0 22.0
d Count
31 Count 2 1 1 1 37 42
AB Expecte 2.1 2.5 2.7 3.8 7.9 42.0
OV d Count
E
Total Count 3 18 7 6 66 100
Expecte 3.0 18.0 7.0 6.0 66.0 100.0
d Count
66
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 24.752a 16 .074
N of Valid Cases 99
count is .67.
Interpretation:
Since the value of chi square is more than than 0.05 level of significance, therefore ho
accepted, hence no association between age group and overall satisfaction.
2.Pie charts:
67
2.1 Gender
Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 46 41.4 46.0 46.0
2 54 48.6 54.0 100.0
Total 100 90.1 100.0
Missing System 11 9.9
Total 111 100.0
QuickTimeª and a
decompressor
are needed to see this picture.
Interpretation:
Out of our total data 46% of samples were make and 54% female
2.2 Income
68
Occupation
Cumulative
Valid 1 10 10.0 10.0 10.0
2 25 25.0 25.0 35.0
3 55 55.0 55.0 90.0
4 3 3.0 3.0 93.0
5 7 7.0 7.0 100.0
Total 100 100.0 100.0
QuickTimeª and a
decompressor
Interpretation:
We can see that 10%,25%,55%,3%,7% were from income groups >10,000,10,000
a20,000,20,000-30,000,30,000-40,000,40,000 respectively and how to increase their
satisfaction level we have discussed in earlier chapter.
2.3.Age group
69
age group
Cumulative
Valid 17-20 9 9.0 9.0 9.0
21-24 20 20.0 20.0 29.0
25-28 15 15.0 15.0 44.0
28-31 22 22.0 22.0 66.0
5 34 34.0 34.0 100.0
Total 100 100.0 100.0
QuickTimeª and a
decompressor
Interpretation:
From the above chart we can see that out of our total population9% were from age group of
17-20,20% from 21-24,15% from 25-28.22 % from 28-31,and 34% from age group of above
30,which shows maximum customers are from age group of 25 and above shopping in the
store.
2.4 Employee behaviour
70
employee behaviour
Cumulative
Valid highly satisifed 6 6.0 6.0 6.0
satisfied 13 13.0 13.0 19.0
neutral 19 19.0 19.0 38.0
dissatisfied 20 20.0 20.0 58.0
5 42 42.0 42.0 100.0
Total 100 100.0 100.0
QuickTimeª and a
decompressor
Interpretation:
The pie chart shows that out of our 100 samples 6%,13%,19%,20%,42% are highly satisfied,
satisfied neutral, dissatisfied ,highly dissatisfied Hence management should increase the
employee support and knowledge to increase customers satisfaction ,and thereby sales
2.5 Brands available
71
brands available
Cumulative
Valid highly satisfied 15 15.0 15.0 15.0
satisfied 25 25.0 25.0 40.0
neutral 26 26.0 26.0 66.0
highly dissatisfied 25 25.0 25.0 100.0
Total 100 100.0 100.0
QuickTimeª and a
decompressor
Interpretation:
The chart shows that out of 100 samples ,15%,25%,26%,9,25% say brands available as
highly satisfied , satisfied , neutral, dissatisfied ,highly dissatisfied respectively so to increase
customer satisfaction and we know that is from higher income groups management should
increase brands in all sections
2.6 Overall satisfaction
72
Cumulative
Valid highly dissatisfied 66 66.0 66.0 66.0
neutral 7 7.0 7.0 91.0
satisfied 6 6.0 6.0 97.0
highly satisfied 3 3.0 3.0 100.0
Total 100 100.0 100.0
QuickTimeª and a
decompressor
Interpretation:
Out of total 66%,18%,7%,6% and 3% are highly dissatisfied, dissatisfied, neutral, satisfied ,
highly satisfied.
73
CHAPTER VI
Chapter VI
74
1. Conclusion
In the end we conclude from our analysis that though the overall satisfaction level as
mentioned by the customers was low in Big Bazaar but there are several ways also to increase
their satisfaction level and hence sales of Big bazaar shahdara .The customers had less
confidence on quality of products, authenticity of billing procedures i.e all went wrong every
time , their schemes were not updated at cash counters or even at the different sections too .
So, the managers should take some strict and constructive measures to ensure all such
updations to be done correctly by time.
Customers also wanted more brands in different section specially in electronic section for
they relied less on products or brands sold by Big Bazaar currently at that time. They should
also improve quality of their brands as stated by the customers as almost dissafactory.
These could also some methods to increase customers foot fall and sales in different or
specially electronic or clothes section of Big Bazaar as per our research and findings.
Employees behaviors and support was also not satisfactory as per the customers so managers
should take some serious training methods for the store sales force.
Lastly, higher income groups were less satisfied from the store which signaled the store
management to target higher groups with some appropriate kind of strategy. Promotional
activities as carried by us was a good way success which increased the overall foot fall in the
store day by day. Hence in the end we can state though overall customer stated their
satisfaction level as dissatisfactory but yet there are ways to make them satisfied as well as
loyal customers of Big Bazaa
75
CHAPTER VII
76
Chapter VII
1.Recommendation
• Though gifts like bags , magazines were good to attract customers but more good
offers should be inculcated to increase customer buying activities.
• The store should increase its product line and for this it should contact to many
distributors so they can provide a huge amount of products so that they can find
every product according to their need.
• The space should be increased in the store for the customers to move to find every
products of their choice. The employees should be trained in this way so that they
can answer the questions of the customers regarding their problems in services
efficiently.
• No. of brands in various sections specially clothes and clothes to be increased.
• Quality of Home brands to be improved
• Employees should be given proper training about knowledge and support to
customers
• Billing softwares to be updated and improved.
77
CHAPTER VIII
78
Chapter VIII
1. Limitations
 The Project primarily covers a singe outlet of Big Bazaar and does not covers all the
outlets of Big Bazaar.
 The components according to profession have not been taken properly into
consideration.
 The project shows a picture of outlet of Big Bazaar only in the Shadara, New Delhi.
79
CHAPTER IX
80
Chapter IX
1.References.
http://www.managementparadise.com/forum/index1.php/t-42178.html
http://www.managementparadise.com/forums/archive/index.php/t-25624.html
http://www.scribd.com/doc/5994975/consumer-behaviour-on-impulse-buying?autodown=pdf
http://www.scribd.com/doc/4905033/A-project-on-Store-Operation-of-Big-Bazaar?
autodown=pdf
The Icfai Journal of Marketing Management, Vol. VI, No. 1, Feb 2007
The Icfai Journal of Services Management, Vol. IV, No. 1, March 2007
81
CHAPTER X
82
Chapter X
1.Annexure
Questionnaire
Dear Sir/Madam,
We are conducting a market research to know your level of Satisfaction in our retail store Big
Bazaar. Kindly extend your cooperation in filling up this questionnaire and enable us in doing
our research successfully.
1.Your Gender is
Gender Tick
Male (1) 2.You belong to the age group of
Female
Age ( 2) 17-20 21-24 25-28 28-31 Above 31
(1) (2) (3) (4) (5)
Tick
3.Your income group.
>10,000 10,000-20,000 20,000-30,000 30,000-40,000 40,000<.
Age
(1) (2) (3) (4). (5)
Tick
4. Marital status-
Status Tick
Married (1)
Unmarried (2)
4.Your Distance from our store.
0-5 5-10 10-15 15-20 <20
In Kms.
(1) (2) (3) (4). (5)
Tick
5.How many times you visit the store in a month.
83
More than 4
F Once Twice Thrice Four times
times.
requency (1) (2) (3) (4).
(5)
Tick
6.You shop generally from our retail store only

Gender Tick
Yes (1)
No (2)
7-from which section do you generally shop in Big Bazaar

a)- Food Bazaar
b)- Non food section
c ) - Clothes section
d)- Electronic section.
e)- Home linen
e)- Kitchenware section
f)- chill section
g)- furniture section
Section II
Please rate your satisfaction level on the basis of the scale provided:
5 Highly satisfied
4 Satisfied
3 Neither satisfied nor Dissatisfied
2 Dissatisfied
1 Highly Dissatisfied
Questions Highly Satisfied Neither Dissatisfied Highly

satisfied satisfied Dissatisfied.
nor
dissatisfied
1-Your overall
satisfaction level
from Big Bazaar
84
2-Physical
Facilities in outlet
are appealing
3-The
presentation of
products is
excellent.
4-The store
layout makes it
easier to find
things
5-The employees
behaviors
6-Billing
procedures are
correct and take
less time.
7-The store
accepts all major
debit and credit
cards.
8-Our store
reputation (Food
handling, safety
and hygiene).
9-Quality of
products in Big
Bazaar bazaar.
10-Brand
available in the
store are
sufficient.
11-Home brands
of the store are of
good quality.
85
12-Prices
available at the
store of all
products matches
best to the quality.
.13-Range of
items at the store.
14-Product
availability at the
store
15-Service Quality
in Big Bazaar
(CSD response
and support)
16-
Offer,schemes
,discounts good
enough in the
store.
17-Overall
shopping
experience
18- Overall
Cleanliness and
hygiene of the
store.
19-Packaging
handling facilities
20.Please tell us what the Store can do to increase your satisfaction level as our customer
……………………………………………………………………………………………...
................................................................................................................................................
................................................................................................................................................
We highly appreciate your cooperation and support and extend our heartiest greetings for
your precious time and support .Thank you!
86
87

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Customer Satisfaction Level

and Promotional Activities at Big Bazaar .

SUMMER INTERNSHIP PROJECT REPORT

Submitted in partial fulfillment of the requirement for the

Post Graduation Diploma in Business Management

INSTITUTE OF MANAGEMENT STUDIES,

Submitted to : Submitted by:

Mr Kumar Gaurav Atul O Pathak

(Assosiate Manager ) (BM09261)

Big Bazaar (Future group)

TO WHOM SO EVER IT MAY CONCERN

Prof Rajneesh Jain.

.14 Pie chart with respect to 73

.15 Pie chart with respect to 74-75

 To identify contribution of various factors that effect customer’s satisfaction

 To state various no. of ways by which overall customer satisfaction can be

1.1An Introduction to Retail Industry in India

1.2 Retail space

2.1 Future Group Manifesto

Rewrite Rules. Retain Values.

2.12 Group Vision

2.13 Group Mission

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

Indianness : confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

Product life cycle of Big Bazaar

High High Low High Low

4.2The variety of product range in Big Bazaar :

• Food Bazaar: section for grocery and other food items

4.6 Description: Big Bazaar.

1. Marketing Activities : Big Bazaar Shadara.

2.1 Celebrity visits at the store

2.2 Mothers day celebration: 9TH MAY 2010.

(Father’s day at Big Bazaar.)

Below the line activities for Wednesday Bazaar involves:

Above the line activities for Wednesday Bazaar involves:

The terms 'below-the-line' promotion or communications, refers to forms of non-media

3.1 BELOW THE LINE SALES PROMOTION

A definition of below-the-line sales promotion given by Hugh Davidson:

3. Gift with purchase

4. Competitions and prizes

3.2 SOME INTERSTING EXAMPLES OF BTL PROMOTION

3.21 Some of the interesting examples are:

Items No. of stickers Token amount.

4-Branded 6pcs Glass set 11 79

5-Branded 7pcs Glass Lemon

6-Branded 7pcs Glass desert set

4.1 Vishal Megamart (Welcome station)

4.11 Main catchments

5.16 Extra points

5.2 Vishal Mega mart(Ansal plaza)

5.21 Main catchments

4.31 Main catchments,

Berman and Evans, 2001

Economic Times (2007)

Keng and Ehrenberg, 1984

Tang, Bell and Ho, 2001

Oxenfeldt (1974) and Martineau (1958).