A STUDY OF CONSUMER PERCEPTIONS OF THREE

RETAIL CHAINS IN BANGALORE – BIG BAZAAR,

SHOPPERS’ STOP AND MARKS & SPENCER
 CONTENTS

Sl. Page
Topic
No. No.
I Retail Industry in India

II Company Profile
(i) Big Bazaar
(ii) Shoppers’ Stop
(iii) Marks & Spencer

III Synopsis of the Study

IV Analysis and Interpretation
V Findings and Suggestions
VI Recommendations and Conclusion
 SYNOPSIS OF THE STUDY

Objectives of the Study

1. To study the retail industry in India.
2. To understand the influence of advertising and promotion in buying
behaviour.
3. To ascertain brand awareness of the outlets identified.
4. To analyze customer satisfaction towards products and services offered.

Tools of Data Collection

Primary Data

Interviewing the customers Questionnaires,

and consumers Surveys,
Approaching the outlets
directly.

Secondary Data

Books, Magazines, Newspapers, Blogs.

Sampling
Sample Size – 75 customers/consumers
Sample Unit – Consumers in the age group 18 to 50 years

Scope and Uses

1. It will extend to the actual field study of these outlets in Bangalore.
2. It will give information to prospective customers.
3. Help us gain independent knowledge about the consumer perception of
the outlets identified.
4. The study can help the companies get additional research information.
5. It facilitates evaluation of brand name and customer satisfaction.
 Format of the Questionnaire Employed
Dear Customer,
I, Vishal Morari, a student of Shree Bhagawan Mahaveer Jain College- Center
for Management Studies, are conducting a study on the customer perception of
three retail outlets in Bangalore, viz., Big Bazaar, Shopper's Stop and Marks
& Spencer. Please fill in the following questionnaire to help us in our survey.

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58 58-65

GENDER: Male Female

1) How often do you shop?

Once a week Fortnightly Once a month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer Others
(specify) ____________________________________

3) What do you mostly shop for at the mentioned stores?

Clothing Accessories Groceries

Others (specify) ____________________________________

4) Why do you shop at the above-mentioned store?

5) Rank your preferences for shopping:

 Proximity Quality

Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

8) Indicate your satisfaction level based on the following parameters for the
following stores:
Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited
Big Bazaar
Shopper's Stop
Marks & Spencer

Thank you!
 ANALYSIS AND INTERPRETATION

The tools and methods of data collection identified earlier were employed to
gather data on the consumer perception of the three retail chains in Bangalore
– Big Bazaar, Shoppers’ Stop and Marks & Spencer. The data accrued,
especially from the interviews and questionnaires circulated, are tabulated and
depicted on graphs in the following pages. The data thus gathered and
tabulated is analysed. The data is then scrutinized and relevant interpretations
are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality
2. Describe the study population and its relationship
3. Examine effects of other relevant factors
4. Seek further insight into the relationships observed or not observed
5. Evaluate impact or importance

The data collection plan, including procedures, instruments, and forms, was
designed and pre-tested to maximize accuracy. All data collection activities
were monitored to ensure adherence to the data collection protocol and to
prompt actions to minimize and resolve missing and questionable data.
Monitoring procedures were instituted at the outset and maintained throughout
the study, since the faster irregularities can be detected; the greater the
likelihood that they can be resolved in a satisfactory manner and the sooner
preventive measures can be instituted.
Q. 1) Age of the respondents

Age Total Percentage

18-28 37 49.33%
28-38 16 21.33%
38-48 8 10.67%
48-58 9 12.00%
58-65 5 6.67%
75 100%
Data Collected
The first criteria respondents were asked to indicate was the age group they
belonged to. Respondents were asked to choose among five age group
categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups Age o
were identified as key factors impacting shopping and purchase decisions of
consumers.

Analysis
40 37
From the table, bar graph and pie chart depicted above, the distribution of the

35
population under study is evident. Of the 75 respondents who answered the
questionnaire, 37 indicated that their ages fell in the category 18-28 years.
No of Respondents

This accounts for 49.33% of the respondents.

30
Of the 75 respondents who answered the questionnaire, only 5 indicated that

25
their ages fell in the category 58-65 years. This accounts for 6.67% of the
respondents who fall in this age group.
Age o
20
It is evident from the responses and the subsequent tabulation that, on an 16
average, the respondents can be categorized in the following descending order
15
of age groups: 18-28, 28-38, 48-58, 38-48, and 58-65.
6.67%
Interpretation 10
12.00%
Of the consumers approached, 75 people agreed to fill in the questionnaire and

5
this specific question. This question is aimed at analyzing the distribution of
ages of the population that visit the stores under study. The age groups laid
before the respondent have been the result of observation and interview. By
0
10.67%
18-28 28-38
analysing the responses to this question, we, the researchers, as well as
companies, can identify the demographics of the population that visit retail
outlets.

The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit retail outlets regularly are the
youth. They make up almost half of the population who shop at retail stores.

The rest of the population who visit the retail outlets under study can be listed
in the following descending order of distribution – the working age group, the
older age group, the middle age group, and senior citizens.

It is not surprising that the youth most frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of Bangalore.
The disparity can be attributed to the small size of the sample under study.
Q. 2) Gender of the respondents:

Gender Total Percentage

Male 35 46.67%
Female 40 53.33%
75 100%
Data Collected

Gender

41
40
39
Consumers were asked to indicate their gender. The object of this question is
No of Respondents

38 Gende
37
36
35
35
to understand the demographics of the population under study.

Analysis 34
From the table, bar graph and pie chart depicted above, the distribution of the

33
consumers is evident. Of the 75 respondents who answered the questionnaire,

32 Female
40 were female. This accounts for 53.33% of the respondents, almost half of
the population under study.

Of the 75 respondents who answered the questionnaire, the rest 35 were male.
This accounts for 46.67% of the population under study.

It is evident from the responses and the subsequent tabulation that the number
of female respondents was higher than that of the male respondents in the
population under study.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the distribution
between the two genders and how many of them visit the retail stores under
study. By analysing the responses to this question, we, the researchers, as well
as companies, can identify the distribution in the number of men and women
who visit the retail outlets and appropriate decisions can be made keeping
these numbers in mind.

The highest number of respondents were female, as is depicted by the graph

and chart presented above. The number of male respondents was less
compared to the female respondents.

Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.
This can help the companies and researchers in undertaking future decisions
and studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
Retail outlets can appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping experience
that women are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men
rather than the women. Since, fewer men visit retail stores as against women,
the companies have a large base of potential customers. By providing products
that are geared towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.
Q. 3) How often do you shop?

Frequency Total Percentage

Once a week 14 18.67%
Fortnightly 27 36.00%
Once a month 34 45.33%
75 100%
 How of

40

35

Data Collected 30
No of Respondents

Consumers approached were asked about their frequency in visits to shops.

The frequency points furnished were: Once a week, Fortnightly, and Once a
How of
25
month. These frequency points were identified by observation and interview
as the average times that consumers shop.

Analysis
20
From the table, bar graph and pie chart depicted above, the frequency of
shopping of the respondents is evident. Of the 75 respondents who answered

14
the questionnaire, 34 indicated that they shopped once a month. This accounts
15
for 45.33% of the respondents, who visit shops including retail stores once a
month.

10
45.33%
Of the 75 respondents who answered the questionnaire, 14 indicated that they
shopped once a week. This accounts for 18.67% of the respondents, who visit
shops, malls or retail stores once every week.

It is evident from the responses and the subsequent tabulation that, on an

average, the frequency of shopping among the respondents can be listed in the
following descending order: Once a month, Fortnightly, and Once a week.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding how frequently
consumers visit shops and buy their products or avail of their services. The
frequency points laid before the respondent have been the result of
observation and interview. By analysing the responses to this question, we, the
researchers, as well as companies, can identify the number of times a customer
is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can
be deduced that consumers who shop only once a month look to buy groceries
and other essentials to last them a month. Therefore, retail outlets have tough
customers in those who shop once a month. Such customers look to buy in
bulk. Moreover, such customers may not be open to experimenting with new
stores. Hence, to capture this market, retail outlets must put in place strategies
that attract them. Once they profess a liking to a certain store, they turn out to
be very loyal customers.
Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be
able to get new stock every week, and update their marketing strategies
continuously.
Q. 4) Which stores do you shop at frequently?

Details Total Percentage

Big Bazaar 23 30.67%
Shopper’s Stop 21 28.00%
Marks & Spencer 13 17.33%
Others 18 24.00%
75 100%
 Which sto

25
23

20
Data Collected
No of Respondents

Consumers approached were asked which stores they shopped at frequently.

The retail store brands placed before them were Big Bazaar, Shoppers’ Stop,
Marks & Spencer, and others. These particular stores were chosen to examine

15
the differences in shopping patterns among stores that cater to the high income
group, middle income group and lower income group.

Analysis
From the table, bar graph and pie chart depicted above, the preference as

10
regards the stores frequented is evident. Of the 75 respondents who answered
the questionnaire, 23 indicated that they shopped frequently at Big Bazaar.
This accounts for 30.67% of the respondents, who give preference to Big
Bazaar.

5
Of the 75 respondents who answered the questionnaire, 13 indicated that they
shop frequently at Marks & Spencer. This accounts for 17.33% of the
respondents, who prefer Marks & Spencer.

In the ‘Others’ category provided, many respondents indicated that they

shopped frequently at Central, Food World, Monday to Sunday, Namdhari’s,
Fabmall/More, Westside, United Colours of Benetton, kirana stores etc.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at analyzing the preferences of
consumers among the different stores. The stores under study have been
identified on the basis of the income groups they cater to. By analysing the
responses to this question, we, the researchers, as well as companies, can
identify customer preferences among the varied choices of stores, and can
calculate how much market share they hold.

The highest number of responses has been attributed to Big Bazaar. Big
Bazaar attracts people of many income groups, and offers products that appeal
to a wide array of consumers.

The other stores can be ranked in descending order of preference or frequency

of visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was
indicated by more number of respondents than those who indicated they
frequent Marks & Spencer. This may be because Marks & Spencer targets
only the elite classes in a city where a higher percentage of the population
belong to the middle income group.

In analyzing the other stores that consumers frequent, outlets such as

Westside, Monday to Sunday, More, Central etc., featured. This indicates that
more people frequent stores that cater to the middle income group. This is not
to say that Marks & Spencer has no customer base. However, they may be
unable to generate a high volume of repeat sales.
Q. 5) What do you mostly shop for at the above-mentioned store?

Details Total Percentage

Clothing 33 44.00%
Accessories 12 16.00%
Groceries 25 33.33%
Others 3 4.00%
75 100%
Data Collected
Consumers approached were asked to indicate the types of products they
mostly shopped for at the stores they had selected earlier. The types of
products presented were Clothing, Accessories, Groceries and others. These
products were identified by observation and interview as the most popular
products that consumers shop for frequently.

Analysis
From the table, bar graph and pie chart depicted above, the products

What do you mo
men

35 33
frequently shopped for by consumers is evident. Of the 75 respondents who
30
f Respondents

answered the questionnaire, 33 indicated that they essentially shopped for

clothing at the store they had indicated earlier. This accounts for 44.00% of
the respondents. 25
20
Of the 75 respondents who answered the questionnaire, only 3 indicated other
products they frequently shop for at the stores indicated earlier. This accounts

15
for 4.00% of the respondents, who gave importance to products such as home
furnishings, books, and kitchen appliances.

It is evident from the responses and the subsequent tabulation that consumers,
on an average, frequently shop for products in the following descending order:
Clothing, Groceries, Accessories, and Others.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the products
consumers shop for frequently at retail outlets. The product categories laid
before the respondent are the result of observation and interview. By analysing
the responses to this question, we, the researchers, as well as companies, can
identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling
item that any retail outlet can provide. One-third of the respondents indicated
that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important
result. Clothing is the fastest moving consumer good. Retail outlets that
provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75
respondents, who were approached on a random basis as they visited the retail
outlets.
Q. 6) Why do you shop at the above store?

Factors Total Percentage

Quality 20 26.67%
Fashion 5 6.67%
Affordability 10 13.33%
Variety 4 5.33%
All under one roof 10 13.33%
Brand name 11 14.67%
Service 4 5.33%
Store atmosphere 3 4.00%
Loyalty 5 6.67%
Proximity 3 4.00%
75 100%
 Why do you shop at the above store?
No of Respondents

25
20
20
15 11
10 10
10
5 4 4 3 5 3
5
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Factors

Why do you shop at the above store?

Loyalty, 6.67% Proximity, 4.00%
Store
atmosphere,
4.00% Quality, 26.67%
Service, 5.33%

Brand nam e,
14.67%
Fashion, 6.67%

All under one Affordability,

roof, 13.33% Variety, 5.33% 13.33%

Data Collected
Consumers approached were asked an open-ended question to indicate the
reasons they select a particular store to shop at as against any other retail
outlet. Their responses were recorded and a broad idea of the factors that
influence shopping and buying decisions was formed.

Analysis
The responses of the interviewees and consumers have been broadly
categorised into 10 factors that they find impact their shopping decision and
result in their choosing one store over another.

From the table, bar graph and pie chart depicted above, the influencing factors
are evident. The reasons include: Quality, Fashion, Affordability, Variety, All
products under one roof, Brand name, Service, Store atmosphere, Loyalty, and
Proximity.

Of the 75 respondents who answered the questionnaire, 20 replied that quality

of the products is generally the main reason they choose to shop at specific
stores. This accounts for 26.67% of the respondents, who replied saying
quality was the reason why they shopped at the store indicated earlier.

Of the 75 respondents who answered the questionnaire, 3 answered that store

atmosphere contributed to their shopping decision, while another 3 replied that
proximity of the store played a big role. This accounts for 4.00% of the
respondents, in each case.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at getting direct customer
feedback as to the factors that influence their shopping decision. By analysing
the responses to this question, we, the researchers, as well as companies, can
identify the biggest factors that influence the consumers in favouring one store
over others, direct from the horse’s mouth.
If set in descending order of influence as indicated by the consumers, the
factors can be listed as: Quality, Brand name, Affordability, All products
under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store
atmosphere.

From the table, graph and chart depicted above, it is evident that customers
give value to a great many number of factors when deciding which store to
shop at. It would be prudent on the part of the company to identify their strong
and weak areas, which attract or drive away customers to/from their stores.
Q. 7) Rank your preferences for shopping:

Details Total Percentage

Quality 23 30.67%
Brand 11 14.67%
Price 16 21.33%
Store layout 6 8.00%
Proximity 5 6.67%
One-stop shop 14 18.66%
75 100%
Data Collected
Consumers approached were asked to rank their preferences on a scale of 1 to
6 of their preferences when choosing to shop at particular stores. The
preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store
Layout’, ‘Proximity’, ‘One-stop shop’. These preference points were
identified by observation and interview as the most popular reasons that beget
the attraction of consumers and act as inducements to shop at particular stores.

Analysis
From the table, bar graph and pie chart depicted above, the preference points
of consumers is evident. Of the 75 respondents who answered the
questionnaire, 23 give first importance to quality when choosing which store
to shop at. This accounts for 30.67% of the respondents, who gave rank #1 to
‘Quality’. Prefere
Of the 75 respondents who answered the questionnaire, only 5 gave first
importance to proximity of the store when choosing where to shop at. This
accounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.

It is evident from the responses and the subsequent tabulation that consumers,
on an average, rank the preference points in the following descending order of
attraction: Quality, Price, and One-stop shop, Brand, Store Layout, and
Proximity.

One-stop shop,
18.66%
Proximity,
6.67%
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding what elements
attract the consumer the most. The preference points laid before the
respondent have been the result of observation and interview. By analysing the
responses to this question, we, the researchers, as well as companies, can
identify the biggest factors that influence the consumers in favouring one store
over others.

The highest responses and the highest ranking have been attributed to quality
of the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store
over others are (in descending order) – Price, One-stop shop, Brand, Store
layout, and Proximity.

Although it is said that the most important things in retail are “Location,
location, and location”, from the consumers’ point of view, proximity is of
little concern. The quality, price and variety of goods play big roles in the
decision making process.
Q. 8) Do advertisement and promotion influence your shopping decision?

Details Total Percentage

Yes 33 44.00%
No 42 56.00%
75 100%
Data Collected
Consumers approached were asked if advertisements and promotional
activities influence their shopping decisions. This question was answered by
75 consumers. Advertisements refer to those that appear in any/all types of
media. Promotional activities refer to sales, coupons, gifts, free products etc.

Analysis
From the table, bar graph and pie chart depicted above, the influence of
advertisements and promotions on the psyche of consumers is evident. Of the
75 respondents who answered the questionnaire, 42 replied that
advertisements have little or no effect when deciding where to shop at. This
accounts for 56.00% of the respondents, who indicated the choice ‘No’.

Do advertisement and promotion influence your shopping

decision?

Yes
44.00%
No
56.00%

Of the 75 respondents who answered the questionnaire, 33 replied that

advertisements and promotional activities do affect their decision when
favouring one store over others. This accounts for 44.00% of the respondents,
who indicated the choice ‘Yes’.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the effect of
advertisements and promotional activities on the psyche of the consumers.
The object is also to analyze how far advertisements, promotions and other
marketing strategies have an impact on the shopping and buying behaviour of
consumers. By analysing the responses to this question, we, the researchers, as
well as companies, can identify the effect of advertising and marketing
campaigns on the consumers’ minds and how far advertisements translate into
sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much
importance to advertisements and promotional activities. The number of
respondents who indicated that advertisements and promotional activities do
have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities

have no bearing on the minds of the consumers at all. The responses only
indicate that advertisements serve to keep the brand in retention although they
do not guarantee sales. The products sold at the stores have the biggest impact
on attracting and retaining customers.
Q. 9) Which form of advertisement do you think is most effective?

Details Total Percentage

Print 28 37.33%
TV 40 53.33%
Radio 7 9.34%
75 100%
Data Collected
Consumers approached were asked which form of advertisement they thought
was most effective. This question was answered by 75 consumers. The
methods of advertising were restricted to three – Television, Print and Radio.
The options laid before the respondents were the result of observation and
interview as being the most popular which the consumers identify as means of
advertising.

Analysis
From the table, bar graph and pie chart depicted above, the effectiveness of
the various modes of advertising on the psyche of consumers is evident. Of the
75 respondents who answered the questionnaire, 40 indicated that the
television is the most effective means of advertising for a store. This accounts
Which form of advertisement do you think is most effective?

Radio
9.34%

Print TV
37.33% 53.33%

for 53.33% of the respondents, who indicated the choice ‘TV’.

Of the 75 respondents who answered the questionnaire, only 7 indicated that
the radio is an effective means in advertising to the consumers. This accounts
for 9.34% of the respondents, who indicated the choice ‘Radio’.

It is evident from the graph and chart presented above that, in the minds of the
consumers, the effectiveness of the three kinds of media are classified as
follows (in the descending order): Television, Print, and Radio.

Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the
effectiveness of the three means of advertising. The object is also to analyze
how far advertisements broadcast through these media percolate into the
minds of the consumers.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements through the media
identified. This helps to understand which media is more influential and
attracts more sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is
the most effective means of advertising. This is indicative in spite of large
number of commercials that the public is bombarded with.
The respondents give very little credit to radio advertisements. This is
indicative of the fact that most of the public ignore radio advertisements or
else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach
the consumer and persuade them to buy are the television and print media,
more so than radio advertising.
 Q. 10) Indicate your satisfaction level based on the given parameters for
the following stores:

Highly Never
Stores Unsatisfied Satisfied Total
Satisfied Visited
Total % Total % Total % Total % Total %
Big
20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%
Bazaar
Shopper’s
9 12.00% 48 64.00% 18 24.00% 0 0% 75 100%
Stop
Marks &
11 14.67% 41 54.67% 17 22.67% 6 8.00% 75 100%
Spencer
Data Collected
Consumers approached were asked about their satisfaction with the three
stores covered in this study. This question was answered by 75 consumers.
The three stores are Big Bazaar, Shopper’s Stop, and Marks & Spencer. The
satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, Highly
Satisfied and Never Visited.
Satis
Analysis
2 0
100%
From the table, bar graph and pie chart depicted above, satisfaction levels with

10
the three stores are evident. Of the 75 respondents who answered the

90%
questionnaire, 43 indicated a satisfactory response towards Big Bazaar, and 2 18
had not visited the store.

80%
Of the 75 respondents who answered the questionnaire, 48 indicated a
satisfactory response towards Shopper’s Stop, 18 were highly satisfied, and 9
were unsatisfied.
70%
It is evident from the graph and chart presented above that of the 75
60% 43
respondents, 41 indicated a satisfactory response towards Marks & Spencer,
17 were highly satisfied, while 6 had not visited the store.

50%
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
48
40%
this specific question. This question is aimed at understanding the satisfaction
levels of the consumers with the three stores under study – Big Bazaar,
Shopper’s Stop, and Marks & Spencer. The object is also to analyze how far
30%

20% 20
the marketing strategies, brand image, advertisements, layout, quality etc.,
contribute towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand,
price, promotion, product variety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and
the corresponding satisfaction levels.

From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited
the store at all. Such consumers form the potential market that the companies
must strive to attract.

There are also quite a few respondents who were highly satisfied with the
retail chains. It is imperative for the stores to find out why this is so. They can
modify and apply the same attractions towards the consumers who are less
satisfied.

The above table and graph give a worm’s eye-view of the consumer
perception of the three stores. This can help the marketers understand how
effective their strategies have been.
 Satisfa

Ne
Analysis Highly Satisfied,
13.33%
From the pie chart depicted above, satisfaction levels with Big Bazaar are
evident. Of the 75 consumers who answered this question, 57.33% indicate
that they are satisfied with Big Bazaar.

Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,
26.67% indicated that they are unsatisfied with Big Bazaar. Of the total
number of respondents, 13.33% indicated that they were highly satisfied with
Big Bazaar. And 2.67% indicated that they had not visited the store up to the
date of filling in this questionnaire.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level

Satisfied, 57.33%
of satisfaction that consumers feel with regards to the retail chain Big Bazaar.
As is evident from the pie chart presented above, a little more than half of the
respondents indicated that they are satisfied with Big Bazaar, while almost
one-eighth indicated that they are highly satisfied with the store. However,
almost one-fourth of the number of respondents indicated that they were
unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill
from the consumers, there are still some things that they are not doing right.
Big Bazaar must identify exactly what the problem areas are and must address
them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.
 Satisfa
Sh

Analysis Highly Satisfied, N

From the pie chart depicted above, satisfaction levels with Shopper’s Stop are
24.00%
evident. Of the 75 consumers who answered this question, 64.00% indicate
that they are satisfied with Shopper’s Stop.

Of the 75 respondents, who indicated their satisfaction levels with Shopper’s

Stop, 24.00% indicated that they are unsatisfied with Shopper’s Stop. Of the
total number of respondents, 12.00% indicated that they are highly satisfied
with Shopper’s Stop. And there were no respondents who had not visited the
store.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level
of satisfaction that consumers feel with regards to the retail chain Shopper’s
Stop.
As is evident from the pie chart presented above, almost two-thirds of the
number of respondents indicated that they are satisfied with Shopper’s Stop,
while more than one-fourth indicated that they are highly satisfied with the
store. However, almost one-eighth of the number of respondents indicated that
they were unsatisfied with Shopper’s Stop.

This goes to show that Shopper’s Stop is doing many things right. It seems to
enjoy a reasonable amount of goodwill. The marketing strategies,
advertisements, promotions, quality, pricing, product variety etc., seem to be
very appealing and also translate into sales and repeat purchases.

The above pie chart shows that 12% of the numbers of respondents, however,
are unsatisfied with the store. They form the potential consumers market for
Shopper’s Stop.
 Satisfa
Mar
Never Visited
8.00%
Analysis
From the pie chart depicted above, satisfaction levels with Marks & Spencer
Highly Satisfied,
are evident. Of the 75 consumers who answered this question, 54.67% indicate
22.67%
that they are satisfied with Marks & Spencer.

Of the 75 respondents, who indicated their satisfaction levels with Marks &
Spencer, 14.67% indicated that they are unsatisfied with Marks & Spencer. Of
the total number of respondents, 22.67% indicated that they are highly
satisfied with Marks & Spencer. And 8.00% of the number of respondents
indicated that they had not visited the store up to the date of filling in this
questionnaire.

Interpretation
Of the consumers approached, 75 agreed to fill in the questionnaire and
answer the above question. The aim of this question is to understand the level
of satisfaction that consumers feel with regards to the retail chain Marks &
Spencer.

As is evident from the pie chart presented above, more than half of the number
of respondents indicated that they are satisfied with Marks & Spencer, while
almost one-fourth indicated that they are highly satisfied with the store.
However, almost one-seventh of the number of respondents indicated that they
were unsatisfied with Marks & Spencer.

This goes to show that although Marks & Spencer may have an overall
goodwill from the consumers, there are still some things that they are not
doing right. Marks & Spencer must identify exactly what the problem areas
are and must address them effectively and efficiently.

The above pie chart shows that almost 20% of the respondents fall into the
category of potential customers. Marks & Spencer must take effective steps to
attract these consumers.
 FINDINGS AND SUGGESTIONS

In the surveys, interviews and study conducted above, we came across many
factors that influence the consumers’ perception of a store and their
subsequent shopping and buying decisions. Here, we present the findings
gathered and the suggestions we offer to companies based on the data gathered
and analyzed.

Respondents were asked to choose among five age group categories, viz., 18-
28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as
key factors impacting shopping and purchase decisions of consumers. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the demographics of the population that visit retail
outlets.

The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit retail outlets regularly are the
youth. The rest of the population who visit the retail outlets under study can be
listed in the following descending order of distribution – the working age
group, the older age group, the middle age group, and senior citizens.

It is not surprising that the youth most frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of Bangalore.
The disparity can be attributed to the small size of the sample under study.
Consumers were also asked to indicate their gender. The object of this
question is to understand the demographics of the population under study. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the distribution in the number of men and women
who visit the retail outlets and appropriate decisions can be made keeping
these numbers in mind.

The highest number of respondents were female, as is depicted by the graph

and chart presented above. The number of male respondents was less
compared to the female respondents.

Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions
and studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas.
Retail outlets can appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping experience
that women are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men
rather than the women. Since, fewer men visit retail stores as against women,
the companies have a large base of potential customers. By providing products
that are geared towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops.

The frequency points furnished were: Once a week, Fortnightly, and Once a
month. By analysing the responses to this question, we, the researchers, as
well as companies, can identify the number of times a customer is likely to
shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can
be deduced that consumers who shop only once a month look to buy groceries
and other essentials to last them a month. Therefore, retail outlets have tough
customers in those who shop once a month. Such customers look to buy in
bulk. Moreover, such customers may not be open to experimenting with new
stores. Hence, to capture this market, retail outlets must put in place strategies
that attract them. Once they profess a liking to a certain store, they turn out to
be very loyal customers.

Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be
able to get new stock every week, and update their marketing strategies
continuously.
Consumers approached were asked which stores they shopped at frequently.
The retail store brands placed before them were Big Bazaar, Shoppers’ Stop,
Marks & Spencer, and others. By analysing the responses to this question, we,
the researchers, as well as companies, can identify customer preferences
among the varied choices of stores, and can calculate how much market share
they hold.

The highest number of responses has been attributed to Big Bazaar. Big
Bazaar attracts people of many income groups, and offers products that appeal
to a wide array of consumers.

The other stores can be ranked in descending order of preference or frequency

of visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was
indicated by more number of respondents than those who indicated they
frequent Marks & Spencer. This may be because Marks & Spencer targets
only the elite classes in a city where a higher percentage of the population
belong to the middle income group.

In analyzing the other stores that consumers frequent, outlets such as

Westside, Monday to Sunday, More, Central etc., featured. This indicates that
more people frequent stores that cater to the middle income group. This is not
to say that Marks & Spencer has no customer base. However, they may be
unable to generate a high volume of repeat sales.
Consumers approached were asked to indicate the types of products they
mostly shopped for at the stores they had selected earlier. The types of
products presented were Clothing, Accessories, Groceries and others. By
analysing the responses to this question, we, the researchers, as well as
companies, can identify the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling
item that any retail outlet can provide. One-third of the respondents indicated
that the visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important
result. Clothing is the fastest moving consumer good. Retail outlets that
provide apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the

entire population of Bangalore city. The sample size consists of only 75
respondents, who were approached on a random basis as they visited the retail
outlets.

Consumers approached were asked an open-ended question to indicate the

reasons they select a particular store to shop at as against any other retail
outlet. By analysing the responses to this question, we, the researchers, as well
as companies, can identify the biggest factors that influence the consumers in
favouring one store over others, direct from the horse’s mouth.
If set in descending order of influence as indicated by the consumers, the
factors can be listed as: Quality, Brand name, Affordability, All products
under one roof, Fashion, Loyalty, Service, Variety, Proximity, and Store
atmosphere.

From the table, graph and chart depicted above, it is evident that customers
give value to a great many number of factors when deciding which store to
shop at. It would be prudent on the part of the company to identify their strong
and weak areas, which attract or drive away customers to/from their stores.

Consumers approached were asked to rank their preferences on a scale of 1 to

6 of their preferences when choosing to shop at particular stores. The
preference points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store
Layout’, ‘Proximity’, ‘One-stop shop’. By analysing the responses to this
question, we, the researchers, as well as companies, can identify the biggest
factors that influence the consumers in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality
of the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store
over others are (in descending order) – Price, One-stop shop, Brand, Store
layout, and Proximity.
Although it is said that the most important things in retail are “Location,
location, and location”, from the consumers’ point of view, proximity is of
little concern. The quality, price and variety of goods play big roles in the
decision making process.

Consumers approached were asked if advertisements and promotional

activities influence their shopping decisions. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the effect
of advertising and marketing campaigns on the consumers’ minds and how far
advertisements translate into sales.

From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much
importance to advertisements and promotional activities. The number of
respondents who indicated that advertisements and promotional activities do
have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements
and promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities

have no bearing on the minds of the consumers at all. The responses only
indicate that advertisements serve to keep the brand in retention although they
do not guarantee sales. The products sold at the stores have the biggest impact
on attracting and retaining customers.
Consumers approached were asked which form of advertisement they thought
was most effective. The methods of advertising were restricted to three –
Television, Print and Radio. By analysing the responses to this question, we,
the researchers, as well as companies, can identify the effectiveness of
advertisements through the media identified.

From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is
the most effective means of advertising. This is indicative in spite of large
number of commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is

indicative of the fact that most of the public ignore radio advertisements or
else that radio advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach
the consumer and persuade them to buy are the television and print media,
more so than radio advertising.

Consumers approached were asked about their satisfaction with the three
stores covered in this study. The three stores are Big Bazaar, Shopper’s Stop,
and Marks & Spencer. The satisfaction scale comprised of four ranks –
Unsatisfied, Satisfied, Highly Satisfied and Never Visited. The object is also
to analyze how far the marketing strategies, brand image, advertisements,
layout, quality etc., contribute towards consumer perception and satisfaction.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the effectiveness of advertisements, location, brand,
price, promotion, product variety etc., on the target consumers. This helps to
understand the current consumer perception of the three stores identified and
the corresponding satisfaction levels.

From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited
the store at all. Such consumers form the potential market that the companies
must strive to attract.

There are also quite a few respondents who were highly satisfied with the
retail chains. It is imperative for the stores to find out why this is so. They can
modify and apply the same attractions towards the consumers who are less
satisfied.

The above table and graph give a worm’s eye-view of the consumer
perception of the three stores. This can help the marketers understand how
effective their strategies have been.

A little more than half of the respondents indicated that they are satisfied with
Big Bazaar, while almost one-eighth indicated that they are highly satisfied
with the store. However, almost one-fourth of the number of respondents
indicated that they were unsatisfied with Big Bazaar.
This goes to show that although Big Bazaar may have an overall goodwill
from the consumers, there are still some things that they are not doing right.
Big Bazaar must identify exactly what the problem areas are and must address
them quickly and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.

Almost two-thirds of the number of respondents indicated that they are

satisfied with Shopper’s Stop, while more than one-fourth indicated that they
are highly satisfied with the store. However, almost one-eighth of the number
of respondents indicated that they were unsatisfied with Shopper’s Stop.

This goes to show that Shopper’s Stop is doing many things right. It seems to
enjoy a reasonable amount of goodwill. The marketing strategies,
advertisements, promotions, quality, pricing, product variety etc., seem to be
very appealing and also translate into sales and repeat purchases.

The above pie chart shows that 12% of the numbers of respondents, however,
are unsatisfied with the store. They form the potential consumers market for
Shopper’s Stop.

More than half of the number of respondents indicated that they are satisfied
with Marks & Spencer, while almost one-fourth indicated that they are highly
satisfied with the store. However, almost one-seventh of the number of
respondents indicated that they were unsatisfied with Marks & Spencer.
This goes to show that although Marks & Spencer may have an overall
goodwill from the consumers, there are still some things that they are not
doing right. Marks & Spencer must identify exactly what the problem areas
are and must address them effectively and efficiently.

The above pie chart shows that almost 20% of the respondents fall into the
category of potential customers. Marks & Spencer must take effective steps to
attract these consumers.
 RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR
Pros
1. Variety: Big Bazaar offers a wide variety of products of different prices
and different qualities satisfying most of its customers.

2. Quality: Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price: As noted the prices and offers in Big Bazaar have been one of the
main attractions and reasons for its popularity. The price ranges and the
products offered are very satisfying to the customers.

4. Location: The location of Big Bazaar has been mainly in the heart of the
city or in the out skirts giving a chance to both the City and the people
living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure like M S

Dhoni and other famous personalities which has attracted a lot of
customers. This has resulted in increase of sale and the outdoor
advertising techniques have also helped Big Bazaar.

6. Middle class appeal: Considering the fact that there are a lot middle
class families in India, Big bazaar has had a huge impact on the middle
class section of India, the prices, quality and sales strategy has helped in
getting the middle income groups getting attracted towards Big Bazaar.
 7. Attractive sales: Big bazaar has been known for its great sale and great
offers. Big bazaar has had long lines of people waiting to get into the
store for the sale. Therefore, the sales that Big Bazaar has had has
increased sales in a huge way due to the sales and offers, thus this has
been one of the main advantages of Big Bazaar.

Disadvantages
1. Store layout: The store layout and the assortment of goods is not the
best at Big Bazaar, as the quantity of goods sold is more the
arrangement and assortment of goods in the store is the greatest. Hence
at times customers find it hard to find what they require, this leads to
dissatisfaction of customers.

2. Lower quality of goods: As Big bazaar aims more toward the middle
income group, the quality of goods is not of the highest quality, and this
is sometimes a disadvantage as some would prefer better quality to the
price, making customers to search for different places.

3. Does not appeal to the elite: As mentioned above, the main customers
are middle income and a few high income groups, The elite do not like
to shop at Big Bazaar as the quality of goods is lower and they would
prefer a higher price and get a better brand, this decreases sales from the
elite class

4. Not acclaimed for very good service: Big Bazaar is not known for high
class service. The staff recruited is not very well trained and the billing
 queues take a long time to move, this irritates customers which makes
them visit the store more seldom

5. Lower quality of goods: As the sore is trying to concentrate on the

middle income group the type of products used is not of the most
superior quality and most of the times nor branded, this may dissatisfy
certain customers

6. Consumer satisfaction: Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned above Big
Bazaar shoppers are not always satisfied, this is not a positive for the
store.
 SHOPPERS’ STOP

Pros
1. Variety: The variety of goods and products at shoppers stop is like a one
stop shop for customers. It provides household products and other
products like apparels etc. This attracts customers

2. Layout: Shoppers’ Stop provides ease of shopping by providing them

with a very clear store layout which is an essential element in attracting
customers as it pleases them.

3. Ambience: Shoppers’ Stop has a very pleasing ambience which helps in

shopping, the colours, lights and others help in encouraging customers
in shopping.

4. Brand Awareness: Shoppers’ Stop has a high level of brand awareness

among customers in and around the city. It is a popular store, this helps
in attracting customers as publicity by person to person by word of
mouth helps Shoppers’ stop in getting more customers.

5. High Income Groups: Shoppers’ Stop attracts mainly the high income
group although it attracts the middle income group as well but not as
much as the high income group

Disadvantages
 1. Expensive: Shoppers’ Stop has a label which is tagged in the minds of
customers that it is expensive and therefore this affects the sale of goods
in the store.

2. Less Advertisement: Shoppers’ Stop is not known much for their

advertisements and the advertisements done are very less as well. This
does not attract more customers to the store.

3. Very few outlets: Shoppers’ Stop is not spread all over the city and
hence this causes a problem for customers to travel far distances to get
to the store and hence they find alternatives.

4. Less Attraction: The attraction in shoppers stop is less compared to

other stores, i.e., the sales and offers are lesser and as the store attracts
people with higher incomes the number of sales per year is lesser this
does not attract other customers

5. Location: The location of the stores are not in the main areas making it
difficult for the customers to find the store, location of the store plays a
huge role as the customers would like the store to be a/in a convenient
place for them to reach it with more comfort.

6. Loss on middle income groups: The store loses out on the middle
income group which is more dominant in India, with lesser or reduced
prices the middle income group can be attracted.
MARKS & SPENCER
Pros
 1. Quality: Marks and Spencer is known for its quality products. Therefore
their main advantage is that their image in the view of the customer is a
store with very good quality.

2. Loyalty: People are loyal to the store as they are highly satisfied with
the quality and they have an assurance from the store for their continued
supply of quality products

3. Location: Marks and Spencer is mostly located near the residential

areas or sometimes the commercial areas. This helps the customers to
get to the store quickly and hence provides convenience to the
customers giving the customers a positive image about the store.

4. High Income: Marks and Spencer attracts the higher income group, the
profit is higher as the customers are ready to spend more for better
products

5. Layout: Marks and Spencer have a very good layout for the store and
this gives chance for the customers to get a proper look at the store and
help them locate their needs with ease, this makes customers happy.

Disadvantages
1. Expensive: Marks and Spencer is a high end store proving to be a little
more expensive when compares to other stores. This makes people
hesitant to go to the store.

2. Competition: Marks and Spencer receive very high competition from

stores like Reliance Fresh, Food World, Fab mall and others. Customers
would prefer buying the same product at a cheaper price. Thus the
competition is very high.

3. No middle income customers: The middle income groups would prefer

other stores as Marks and Spencer is proven to be an expensive store,
middle income customers will try and find alternatives and save money.

4. Lesser Goods: Marks and Spencer do not have a huge variety or

assortment of goods/products, though they deal with groceries and
products which are similar, there is lesser variety and customers prefer
more variety.

5. Fewer Branches: As Marks and Spencer is still growing there are fewer
branches around, this is a reason for lesser sale as customers would not
want to travel long distances to find the store, they would find
alternatives instead.

6. Less Advertisement: Marks and Spencer have do not have an ad

campaign or have very little advertising. This leads to lesser
information of the store, thus sales and profits would depend and
 fluctuate on the level of advertisement and information given to the
public.

7. No Offers or sales: Marks and Spencer rarely has sales or offers. This
does not attract customers. Thus as a result of no sales and offers when
compared to other stores the sales are lesser proving to be a
disadvantage to the store.