Big Bazaar

A STUDY ON CONSUMER BEHAVIOR
AT
BIG BAAZAR
REPORT SUBMITTED IN
Partial fulfillment of the requirement for the PGDM course of
All India Management Association
BY
Ajay Kumar Gupta
Internal Guide External Guide

Prof. Ambily Sreekumar Mr. Kiran.S
Acharya Institute of management &science Assistance Store
manager
Bangalore. Big Bazaar, Bansankari
Acharya Institute of Management & sciences, Bangalore Page 1

ACKNOWLEDGEMENT
It gives us great pleasure to thank and acknowledge all the concerned people
who helped us to finish this report on consumer Behavior. I extend our sincere
gratitude to Prof. Ambily Sreekumar our Internal guide for her valuable
guidance in steering the course of the study and in the preparation of this report.
I express our gratitude to company guide Mr. Kiran. S (Assistance Store
Manager, Big Bazaar), under whose valuable guidance and co-operation, I
conducted my studies.
I am also grateful to other Staff of Big Bazaar family center, Bansankari for
their support and encouragement. We also convey our thanks to all staff of
Acharya Institute of Management & Science for their support and help to make
this report successfully.
Place: Bangalore
Date: Ajay Kumar Gupta

DECLARATION
This is to declare that the project report titled “Study on consumer Behavior”
submitted in partial fulfillment of the requirement for the award of post
graduate Diploma in management, is an original work carried out under the
guidance of Prof. Ambily Sreekumar and this project report has not been
previously submitted to any other university or institution for the award of any
degree.
Place: Bangalore
Date: 9-8-2010 Ajay Kumar Gupta

TABLE OF
CONTENTS
Sl. Page
Particulars
No. no.
1 Introduction 6
1.1 Industry profile 7
1.2 Company profile 9
1.3 Big bazaar promise 13
1.4 Vision, mission & core values 15
1.5 Board of director 16
1.6 SWOT Analysis 18
2 Introduction to marketing 20
2.1 Definition 21
2.2 Marketing strategy 22
2.3 Marketing Mix 25
2.4 Retailing 28
3 Introduction to consumer 33
3.1 Definition 34
3.2 Types of consumer 35
3.3 Model of consumer decision making 37
3.4 Consumer satisfaction 37
4 Research 0bjective 41
5 Research methodology 43

6 Limitations 49
Analy
7 51
sis
Graphical representation of data
8 Conclusion & recommendation 71
9 Bibliography 75
10 Appendices 77
Questionnaire

INTRODUCTION
There is no use of PGDM unless and until the classroom knowledge is applied in real
business world in order to gain success. Practical knowledge always has got a weight age
over theoretical knowledge. Such study provides opportunity to bridge the gap between the
theory and practical. Here the student intern gets an exposure to the real corporate world as a
prelude to his corporate life. After having learn the basics in the first two semesters Study on
consumer behavior gives an opportunity to apply them which helps the student to improve
his self image and confidence and ultimately to understand the concepts better.
This project added to my learning in many ways. This study on consumer behavior helped
me to pick up and understand the marketing strategy better. This project work enabled to
know the strength and weakness of Big Bazaar with respect to their customer response.
The project work throws light on the strength and weakness of the company’s consumer
relations as compared to the competitors , and also intends to give necessary information to
the company to understand where they are having a good feed back and where they are
lagging behind. Here more importance is given to learning the factors that affect the
consumer behavior.

INDUSTRY PROFILE
“Retailing includes all the activities involved in selling goods or services to the final
consumers for personal, non-business use”.
-Philip Kotler
The organized retail sector in India has a very low contribution to the entire retail sector in
the country. Hence there is ample scope for the new players to achieve success. Large young
working population with average age of 24 years, nuclear families in urban areas, along with
increasing working women population and emerging opportunities in the services sector are
going to be the key growth drivers An organization selling directly to final consumer-
whether a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the
goods or services are sold (by person, mail, telephone, vending machine or internet) or where
they are sold( in store, on the street, or in consumer’s home).
Retail is India’s largest industry, accounting for 10% of country’s GDP and around 8 percent
of employment. Modern retail has entered India as seen in shopping centers, multi storied
malls and huge complexes offer shopping, entertainment and food all under one roof. India
has seen the concept of hypermarket coming of age. Players like Wall-mart, metro have
established hypermarkets in many countries. In India hypermarket concept is in nascent
stage, retailers like Pantaloons, Tata, RPG have started hypermarket operations and they are
having plans to expand aggressively to all the regions of India.
Among all the global retail markets Indian retail market is the most expanding. This is owing
to the absence in restriction at the entry level. So, large foreign companies can enter in the
green retail fields of India.

KEY PLAYERS IN THE INDUSTRY
 BIG BAZAAR
 BHARTI RETAIL
 RELIANCE RETAIL
 STAR BAZAAR
 MORE
 MEGA MART
 FOOD WORLD
 SAFAL

COMPANY PROFILE
FUTURE GROUP
Future Group is one of India’s leading business group with multiple businesses spanning
across the consumption space. Led by its founder and Group CEO Mr. Kishore Biyani Future
Group operates through different verticals: consumer finance, capital, insurance, leisure and
entertainment, brand development, retail, real estate development, retail media and logistics.
Apart from Pantaloon retail, the group’s presence in the retail space is complimented by
group companies, Indus league clothing, which owns leading apparel brand like Indigo
Nation and Urban Yoga, and Galaxy Entertainment ltd that operates Bowling Co, Sports Bar,
F123 and Brew Bar .
PANTALOONS RETAIL (INDIA)
Pantaloon Retail India Limited is India’s leading retail company with presence across
multiple lines of business. Led by Pantaloon Retail, the group operates over 12 million
square feet of retail space in 71 cities and towns and 65 rural locations across India.
Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is
listed on the Indian stock exchanges. The company owns and manages multiple retail formats
that cater to a wide across section of the Indian society and is able to capture almost the
entire consumption basket of the Indian consumer.
In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a
chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a

hypermarket format that combines the look, touch and feel of Indian bazaars with the choice
and convenience of modern retail.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail
chain, Pantaloon’s in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that
combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. This was followed by Food Bazaar, food and grocery chain and
launch central, a first of its kind seamless mall located in the heart of major Indian cities.
BIG BAZAAR
Big bazaar is the company’s foray into the world of hypermarket discount stores, the first of
its kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to
two lack products are available under one roof at prices lower by 0 to 60 per cent over the
corresponding market prices. The high quality of service, good ambience, implicit guarantees
and continuous discount offers have helped in changing the face of the Indian retailing
industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local
suburban train.
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which
work on Wal-Mart type economies of scale. They have had considerable success in many
Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It
is a very innovative idea and this hypermarket has almost anything under one
roof….Apparel, Footwear, Toys, Household Appliances and more.
The ambience and customer care adds on to the shopping experience.
“ Is Se Sasta Aur Accha Kahin Nahin !”

Home
TLE OF
CONTENT
S Sl.
No.Particula
rsPage
no.1Introduc
tion6
1.1Industry
profile71.2Com
pany profile
91.3Big bazaar
promise131.4Vi
sion, mission &
core
Beauty Food values151.5Boa
rd of director
& 161.6SWOT
Analysis
GM
182Introduct
Wellnes ion to
s Line marketing20
2.1Definition
212.2Marketing
strategy
Fashion of 222.3Marketing
Mix252.4Retaili
ng283Introdu
busines ction to
consumer33
3.1Definition34
Books s 3.2Types of
consumer353.3
& Leisure Model of
Electron
consumer
Stationar & decision
y Entertainm ics
making373.4Co
nsumer
Acharya Institute of Management & sciences, Bangalore ent Page
satisfaction374
11
Research
Research
methodolog
y436Limitati
ons497Analy
sis51Graphical
representation
of
data8Conclus
ion &
recommend
ation719Bibl
iography751
0Appendice
s77Questionnai
re ome
What's in store for you at Big Bazaar?
At Big Bazaar, you will get: A wide range of products at 0 – 60 % lower than the
corresponding market price, coupled with an international shopping experience.
Products available in Big Bazaar
GROUND FLOOR
Plastics, crockery, utensil, cosmetics, health care, body care, skin care, personal care, home
care, food items, oil & ghee, staple food, fruits & vegetable.
FIRST FLOOR
Materials Suiting & Shirting, Textiles, Saris, men’s accessories, Baby Accessories, games
(toys), footwear
SECOND FLOOR
Home decor, lights, furniture, sanitary, Electronics, Luggage, stationary, linen, electrical
accessories
THIRD FLOOR
Fun world, Food court, Star & Sitara saloon

FOOD BAZAAR
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International
supermarket atmosphere with the objective of giving the customer all the advantages of
Quality, Range and Price associated with large format stores and also the comfort to See,
Touch and Feel the products. The company has an aggressive private label with its own
brands of salt, spices, pulses, jams, ketchups, snacks, home care products, personal care
product etc. With unbeatable prices and vast variety (there are 42 varieties of rice on sale),
Food Bazaar has proved to be a hit with customers all over the country.
‘FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets
with a difference. Food Bazaar represents the company’s entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to provide
the much important ‘touch & feel’ factor which Indian housewives are used to in the local
bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG
products, milk products, juices, tea, sugar, pulses, rice wheat etc, besides fruits and
vegetables. All products are sold below MRP and discounts range between 2% to 20%. Fruits
and vegetables are sold at prices comparable to wholesale prices
1.3. THE BIG BAZAAR PROMISES:

1. MANUFACTURER’S WARRANTIES ON ALL PRODUCTS:
Big Bazaar promises to sell only the original products from the authorized dealers; so that all
applicable products carry the original manufacturer’s warranty. To service any product
purchased at Big Bazaar, customer can visit the authorized service centre of the
manufacturer. The invoice accompanying the product is the warranty document.
2. GUARANTEED DELIVERY:
Big Bazaar guarantees to deliver the exact product that has selected, without defects. In case
of receiving a different product, or if the product is damaged in transit, the customer should
contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or
refunded.
3. SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so we work with banks and payment
gateways to ensure that your information is protected. Payments are protected both by it and
by the policies of customer’s bank, and the chances of fraud in these channels are actually
very low. Big Bazaar openly publishes its office addresses and is part of India’s largest retail
company with a presence all over India – so you know how to contact us in person, if
required.
4. OUR SIMPLE 7-DAYS RETURN POLICY:
If customer has purchased something at Future Bazaar and the product did not meet its
expectations or does not fit to his needs, then it can return the product to us; no questions
asked, as long as it is in its original packaging and accompanied by its invoice. We will even
make the return process simple for you – just contact our customer support and we’ll arrange
to pick up the product from your home. Alternately, you can drop it off at the nearest Big
Bazaar.
5. PROMPT CUSTOMER SUPPORT:
Our customer support is manned by dedicated call centre personnel, who can take decisions
and resolve your problems. They are eager to solve your problems and are aware of the
processes and means to handle them. In case they cannot solve the problem at their end, they
will trigger the required action on your behalf or advise you the best possible method to a
successful fulfillment of all your queries/issues. Be assured that when you
call us, your call is being taken seriously.
BIG BAZAAR PROMISES...

GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
GROUP MISSION:
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.
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.
CORE VALUES:
Indianans: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble.
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.
1.5. BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Whole time Director
Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in
the textile business.
Mr. Rakesh Biyani, Whole time Director
Rakesh Biyani is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Vijay Biyani, Whole time Director
Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail
industry and has been actively involved in the financial, audit and corporate governance
related issues within the company.
Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by
profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking
career spans over 31 years and he has served senior management positions in Central Bank of
India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal
Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd.
etc. He is on the Board of Company since June 1, 1999.
Mr. S Doreswamy, Independent Director
S. Doreswamy is a former Chairman and Managing Director of Central Bank of India and
serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
Dr. D O Koshy, Independent Director
D. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai
and Bangalore. He is a renowned consultant specializing in international marketing and
apparel retail management.
Ms. Bala Deshpande, Independent Director
Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League
Clothing Ltd, among others.

Mr. Anil Harish, Independent Director
Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT, among others.
1.6. SWOT Analysis
STRENGTHS
 Thorough understanding of the needs of Indian consumers.
 Vast range of products under one roof.
 Benefit of being pioneer in the Indian retail industry.
 Superior quality goods are available at reasonable prices.
 Fast growing Indian middle class with reasonably good purchasing power.
 It has a good brand name.
WEAKNESSES
 High cost of operation due to large fixed costs.
 Very thin margin of profit
 High attrition rate of employees.
 Stiff competition from traditional (unorganized sector)

OPPORTUNITIES
 Potential rural markets.
 Can enter into production of various products due to its in depth understanding of
customer’s taste and preferences
 Scope of expansion in smaller cities as there is a lot of opportunities.
 There remains a large future scope for the retail industry in India, as incomes rise and
consumption increases
 The opportunity for widening the business all over India because Big Bazaar opens
new stores in untapped markets, such as smaller or second tier cities such as Sangre,
Belgaum and Mysore.
THREATS
 Government Policies encouraging the unorganized sector will affect adversely the big
players.
 High taxes in India suppress consumption
 Smaller specialty shops and informal shops are sometimes able to avoid taxes,
offering lower total prices to customers.

2. INTRODUCTION
TO
MARKETING
THE MARKET
The concept of market is very important in marketing. P.Kotler defines a market as an area
for potential exchanges. Thus a market is a group of buyers and sellers interested in
negotiating the terms of purchase or sale of goods or services.
MARKETING:
Marketing consists of a set of principles for choosing target markets, identifying consumer
needs developing wants, satisfying products and services and delivering value to customers
and profit to the company.
Thus marketing comprises an integrated system of business activities in order to plan, price,
promote, and distribute goods and services to meet consumer needs within the limit of
society.
Definition of marketing:
P.Kotler defines marketing as a set of human activities directed at facilitating and

consummating exchanges. The essence of marketing is exchange of products and the
transaction is to satisfy human needs and wants.
Importance of marketing:

Marketing is recognized as the most significant activity in our society. Our life styles are
continuously affected by a wide range of marketing activities. Marketing alone can put goods
and services we want and need at our doorsteps.
Marketing is a vital connecting link between producers and consumers. Marketing is directly
responsible to maintain the equilibrium between mass production and mass consumption.
2.1. MARKETING STRATEGY
PROCESS FOLLOWED
Segmentation, targeting and positioning together comprise a three stage process.
a. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that way.
1. SEGMENTATION:
Segmentation involves finding out what kinds of consumers with different needs exist. In the
auto market, for example, some consumers demand speed and performance, while others are
much more concerned about roominess and safety. In general, it holds true that “You can’t
be all things to all people,” and experience has demonstrated that firms that specialize in
meeting the needs of one group of consumers over another tend to be more profitable.
Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income, gender,
education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbell’s
soup, for instance, has found that Western U.S. consumers on the average prefer spicier
soups—thus, you get a different product in the same cans at the East and West coasts.
2. Another basis for segmentation is behavior. Some consumers are “brand loyal”—i.e. they
tend to stick with their preferred brands even when a competing one is on sale.
3. One can also segment on benefits sought, essentially bypassing demographic explanatory
variables. Some consumers, for example, like scented soap (a segment likely to be attracted
to brands such as Irish Spring), while others prefer the “clean” feeling of unscented soap (the
“Ivory” segment). Some consumers use toothpaste primarily to promote oral health, while
another segment is more interested in breathe freshening.
2. TARGETING:
In the next step, we decide to target one or more segments. Our choice should generally
depend on several factors:-
First:
How well are existing segments served by other manufacturers? It will be more difficult to
appeal to a segment that is already well served than to one whose needs are not currently
being served well.
Secondly:
How large is the segment, and how can we expect it to grow?
Thirdly:
Do we have strengths as a company that will help us appeal particularly to one group of
consumers?
1. Big Bazaar targets higher & middle class customers.

2. Big Bazaar specifically targets working women and home makers who are the primary
decisions maker. It is part of Big Bazaar’s new Guerrilla Marketing Strategy.
3. POSITIONING:
Positioning involves implementing our targeting. Big bazaar is positioning to its targeting
customer, middle class by giving discount offers, working women by monthly saving bazaar
and home makers by providing a wide range of food, non food, fruits and vegetable.

2.2. MARKETING MIX
Main Aspects of Marketing Mix:
The easiest way to understand the main aspects of marketing is through its more famous
synonym of "4Ps of Marketing". The classification of four Ps of marketing includes
marketing strategies of product, price, placement and promotion. The following diagram is
helpful in determining the main ingredients of the four Ps in a marketing mix.
PRODUCT:
In simpler terms, product includes all features and combination of goods and related services
that a company offers to its customers.
Product is the most important aspect of marketing mix for manufacturers because products
are the market expression of the company's productive capabilities and determine its ability
to link with consumers. So product policy and strategy are of prime importance to an

enterprise, and product decisions dictate the scope and direction of company activity.
Moreover, the market indicators such as profits, sales, image, market share, reputation and
stature are also dependent on them.
PRICING:
Pricing is basically setting a specific price for a product or service offered. In a simplistic to
the concept of price as the amount of money that customers have to pay to obtain the product.
Setting a price is not something simple. Normally it has been taken as a general law that a
low price will attract more customers. It is not a valid argument as customers do not respond
to price alone; they respond to value so a lower price does not necessarily mean expanded
sales if the product is not fulfilling the expectation of the customers
Generally pricing strategy under marketing mix analysis is divided into two parts: price
determination and price administration.
Price determination is referred to as the processes and activities employed to arrive at a price
for a product including consideration of relative prices of products within the same line, and
differences in price for similar products of differing grades and qualities.
Price administration is referred to as the activities involved in fitting basic prices to particular
sales situations such as geographic locale, functions performed by customers, position of
distribution channel members or special sales situations.

PLACEMENT:
Placement under marketing mix involves all company activities that make the product
available to the targeted customer while planning placement strategy under marketing mix
analysis, companies consider six different channel decisions including choosing between
direct access to customers or involving middlemen, choosing single or multiple channels of
distributions, the length of the distribution channel, the types of intermediaries, the numbers
of distributors, and which intermediary to use based on the quality and reputation .
PROMOTION:
Promotional strategies include all means through which a company communicates the
benefits and values of its products and persuades targeted customers to buy them. The best
way to understand promotion is through the concept of the marketing communication
process. Promotion is the company strategy to cater for the marketing communication
process that requires interaction between two or more people or groups, encompassing
senders, messages, media and receivers

Limitation of Marketing Mix Analysis (4Ps of Marketing)
Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it
is criticized on the point that it caters seller's view of market analysis not customers view. To
tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to address
consumer views:
Product : Customer Solution

Price : Customer Cost
Placement : Convenience
Promotion : Communication
2.3. RETAILING:
“Retailing includes all the activities involved in selling goods or services to the final
consumers for personal, non-business use”.
-Philip Kotler
RETAIL STORE: this is a place where all the things are available under a one roof in a
organized manner according to consumer needs.
Merchandise assortment
The company was looking for a solution that would bring all of its businesses and processes
together. After a comprehensive evaluation of different options and software companies, the
management at Pantaloon decided to go in for SAP.
Some of the qualities of SAP retail solutions are that it supports product development, which
includes ideation, trend analysis, and collaboration with partners in the supply chain;
sourcing and procurement, which involves working with manufacturers to fulfill orders
according to strategic merchandising plans and optimize cost, quality, and speed–variables

that must be weighted differently as business needs, buying plans, and market demand
patterns change; managing the supply chain, which involves handling the logistics of moving
finished goods from the source into stores and overseeing global trade and procurement
requirements; selling goods across a variety of channels to customers, which requires
marketing and brand management; managing mark-downs and capturing customer reactions,
analyzing data, and using it to optimize the next phase of the design process.
2. Visual merchandising
Visual merchandising supports:-
a. sales
b. retail strategies
c. communicates with customers
d. communicates image
e. supports retailing trends.
Visual merchandising includes:-
A. Interior merchandising
It includes danglers, signage, standees, distribution of pamphlets, which gives details about
the offers.
Display, point of purchase, fixture, equipment and furnishing of store layout
Products packaging and label
B. Exterior merchandising
Advertisement on popular entertainment channels like Star Plus, Sony, Set Max, and Star
One.

Road shows carried out by the Big Bazaar staff with announcements about the offer to make
people aware.
Newspaper ads in almost all the local dailies like The Times of India, on different days
during the period of the offer.
RETAIL PROMOTION MIX
ADVERTISING:
Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of

significance in the national and international markets. With the advent of globalization and
liberalization its imperativeness in the Indian retail sector has increased as a result of
competition, latest technologies, and the rapidly changing consumer lifestyles.
A. Objectives of Advertising:
Fundamental objective: To sell something –a product, service or an idea.
Major Objectives:
1. To promote a new product.
2. To warn the public against imitation of the retailer’s product.
3. To manage competition in the market.
B. Benefits of Advertisements:
1. Advertisement helps in creating awareness among the customer about the existence,
price, and availability of product.
2. Increases the utility of existing products.

3. It educates customer about new product and their diverse uses.
C. Types of advertising:

Informative Advertising:
Purchases of durable products are generally erratic and often too expensive to buy, so the
retailer spends a huge amount on informative advertising.
Classified Advertising:
It refers to messages, which are placed under specific headings and columns in various
magazines and newspapers.
2. PROMOTION:
Promotion can be loosely classified as "above the line" and "below the line" promotion.
The promotional activities carried out through mass media like television, radio, newspaper
etc. is above the line promotion.
The terms ‘below-the-line-promotion’ refers to forms of non-media communication, even

non-media advertising.
Some of the examples of BTL promotions are by exhibitions, sponsorship activities, public
relations and sales promotions like giving free gifts with goods, trade discounts given to
dealers and customers, reduced price offers on products, giving coupons which can be
redeemed later etc.
DISCOUNT DAYS: To increase the sale retail stores has started various discount offer days.
As big bazaar is concern it has big days, PAHLI TARIKH, Wednesday Bazaar, monthly
saving bazaar, power of ten.
3. PERSONAL SELLING:
Persuasive communication between a representative of the company or promoter and one or

more prospective customers, designed to influence the person's or group's purchase decision.

4. PUBLICITY OF PRODUCT:
Publicity non-personal communication in news story form about an organization, its products
or both, that is transmitted through a mass medium at no charge.
5. PUBLIC RELATION:
Public relation is the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its target customers.
3. INTRODUCTION
TO
CONSUMER
CUSTOMER:
Customer is a person who is willing to buy the product and supported by the enough
monetary power to pay for it. The customer buys a product to fulfill his demand. So, the
customer expects full satisfaction by the product for which he is paying.
CONSUMER:
One that consumes, especially one that acquires goods, services for direct use or ownership
rather than for resale or use in production and manufacturing. A consumer is an end user.
A customer can in turn resell to a consumer.

For example, the customer can be a toy store who buys from a major brand manufacturer of
toy products. The toy store sells to a consumer - the end user.
CONSUMER BEHAVIOUR

Consumer behavior is the study of how people buy, what they buy and why they buy. it
attempts to understand the buyer decision making process, both individually and in groups it
studies characteristics of individual consumers such as demographics, psychographics, and
behavioral variables in an attempt to understand people wants. It also tries to access
influences on the consumer form groups such as family, friends, reference groups, and the
society in general.
Definition of consumer behavior:
The mental and emotional process and physical activities of people who purchase and use
products and services to satisfy their need and wants.
3.2. TYPES OF CUSTOMER:
To understand consumer behavior we need to break down shoppers into five main types:
Loyal customers: They represent no more than 20 percent of our customer, but make up more
than 50 percent of our sales.
Discount customers: They shop out store frequently, but make their decisions based on the
size of our markdowns.
Impulse customers: They do not have buying a particular item at the top of their “to do” list,
but come into the store on a whim. They will purchase what seems good at the time.
Need based customers: They have a specific intention to buy a particular type of item.
Wandering customers: They have no specific need or desire in mind when they come to the
store. Rather, they want a sense of experience or/and community.
If we are serious about growing our business, we need to focus our effort on the loyal
customer, and the merchandise our store to leverage the impulse shoppers. The other three

types of customer represent a segment of our business, but they can also cause us to misdirect
our resources if we put too much emphasis on them.
Let me further explain the five types of customers and elaborate on on what we should we
doing with them.
Loyal customers:
Naturally, we need to be communicating with these customers on a regular basis by

telephone, mail, email etc. these people are the once who can influence our buying and
merchandising decisions. Nothing will make a Loyal customers feel better then soliciting
their input and showing them how much you value it. In my mind, you can never do enough
for them. Many times, the more you do for them, the more they will recommend you to
others.
Discount customers:
This category helps ensure your inventory is turning over and as a result, it is a key
contributor to cash flow. This same group, however, can often wind up costing you money
because they are more inclined to return product.
Impulse customer:
Clearly, this is the segment of our clientele that we all like to serve. There is nothing more
exciting then assisting an impulse shopper and having them respond favorably to our
recommendations. We want to target our displays towards this group because they will
provide us with a significant amount of customer insight and knowledge.
Need Based customer:
People in this category are driven by a specific need. When they enter the store, they will
look to see if they have that need filled quickly. If not they will leave right away. As difficult

as it can be to satisfy these people, they can also become Loyal customer if they are well
taken off.
Wandering Customer:
For many stores, this is the largest segment in terms of traffic, while, at the same time, they
make up the smallest percentage of sales. Keep in mind, however, that although they may not
represent of your immediate sales, they are a real voice for you in the commodity. Many
Wanders shop merely for the intervention and experience it provides them. Since they are
merely looking for interaction, they are also very likely to communicate to others the
experience they had in store. Therefore, although wandering customers cannot be ignored,
the time spent them needs to be minimized.
3.3. BASIC MODEL OF CONSUMER DECISION MAKING
Stage Brief description
Problem recognition The consumer perceives a need and becomes motivated to

solve a problem
Information search The consumer searches for information required to make a

purchase decision.
Alternative evaluation The consumer compares various brands and products.
Purchase decision The consumer decides which brand to purchase.
Post-purchase evaluation The consumer evaluates their purchase decision.

3.4. CUSTOMER SATISFACTION
A customer’s satisfaction is a function of the provider’s perceived performance and the

customer’s expectation.
Customer satisfaction, is a measure of how products and services supplied by a company

meet or surpass customer expectation.
Customer Satisfaction in 7 Steps
It's a well known fact that no business can exist without customers. In the business of
Website design, it's important to work closely with your customers to make sure the site or
system you create for them is as close to their requirements as you can manage. Because it's
critical that you form a close working relationship with your client, customer service is of
vital importance. What follows are a selection of tips that will make your clients feel valued,
wanted and loved.
1. Encourage Face-to-Face Dealings
This is the most daunting and downright scary part of interacting with a customer. If you're
not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured,
though, it does get easier over time. It's important to meet your customers face to face at least
once or even twice during the course of a project.
My experience has shown that a client finds it easier to relate to and work with someone
they've actually met in person, rather than a voice on the phone or someone typing into an
email or messenger program. When you do meet them, be calm, confident and above all, take
time to ask them what they need. I believe that if a potential client spends over half the
meeting doing the talking, you're well on your way to a sale.
2. Respond to Messages Promptly & Keep Your Clients Informed
This goes without saying really. We all know how annoying it is to wait days for a response
to an email or phone call. It might not always be practical to deal with all customers' queries

within the space of a few hours, but at least email or call them back and let them know you've
received their message and you'll contact them about it as soon as possible. Even if you're not
able to solve a problem right away, let the customer know you're working on it.
A good example of this is my cell phone. They've had some trouble with repairing my
handset which was in warranty period. Due to some parts problem they was not able to give
me on time. At every step I was called and told exactly what was going on, why things were
going wrong, and how long it would be before they will give my cell phone back. They also
apologized repeatedly, which was nice. Even they took time to keep me informed, it didn't
seem so bad, and I at least knew they were doing something about the problems. That to me
is a prime example of customer service.
3. Be Friendly and Approachable
A fellow Site Pointer once told me that you can hear a smile through the phone. This is very
true. It's very important to be friendly, courteous and to make your clients feel like you're
their friend and you're there to help them out. There will be times when you want to beat
your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that
you keep a clear head, respond to your clients' wishes as best you can, and at all times remain
polite and courteous.
4. Have a Clearly-Defined Customer Service Policy
This may not be too important when you're just starting out, but a clearly defined customer
service policy is going to save you a lot of time and effort in the long run. If a customer has a
problem, what should they do? If the first option doesn't work, then what? Should they
contact different people for billing and technical enquiries? If they're not satisfied with any
aspect of your customer service, who should they tell?
There's nothing more annoying for a client than being passed from person to person, or not
knowing who to turn to. Making sure they know exactly what to do at each stage of their
enquiry should be of utmost importance. So make sure your customer service policy is
present on your site -- and anywhere else it may be useful.
5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a client
of? Have you ever had a personalized sign-up confirmation email for a service that you could
tell was typed from scratch? These little niceties can be time consuming and aren't always
cost effective, but remember to do them.
Even if it's as small as sending a Happy Holidays email to all your customers, it's something.
It shows you care; it shows there are real people on the other end of that screen or telephone;
and most importantly, it makes the customer feel welcomed, wanted and valued.
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.
Take this as an example: you're working on the front-end for your client's exciting new
ecommerce Endeavour. You have all the images, originals and files backed up on your
desktop computer and the site is going really well. During a meeting with your client he/she
happens to mention a hard-copy brochure their internal marketing people are developing. As
if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high
resolution versions of all the images you've used on the site. A note accompanies it which
reads:
"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you
with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make
use of some in your brochure."
Your client is heartily impressed, and remarks to his colleagues and friends how very helpful
and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair
drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will
send several referrals your way.
7. Honor Your Promises
It's possible this is the most important point in this article. The simple message: when you
promise something, deliver. The most common example here is project delivery dates.

Clients don't like to be disappointed. Sometimes, something may not get done, or you might
miss a deadline through no fault of your own. Projects can be late, technology can fail and
sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll
be ready ASAP wouldn't go amiss.
Conclusion
Customer service, like any aspect of business, is a practiced art that takes time and effort to
master. All you need to do to achieve this is to stop and switch roles with the customer. What
would you want from your business if you were the client? How would you want to be
treated? Treat your customers like your friends and they'll always come back.

4. RESEARCH
OBJECTIVE
Main objective of the study is to find out the buying behavior of the customers.
Some extensive objectives are
1. To determine the current status of Big Bazaar.
2. To find out the customers response towards Big Bazaar.
3. To study the satisfaction level of customers in different attributes of Big Bazaar.
4. To know the catchment area of the store
5. To identify the frequency of customer visit

6. To give some idea to Big Bazaar that will give an edge to make customer services
more better.
Other objectives are:
1. To relate various concepts studied in first two semesters to a real organizational

environment
2. To build up confidence and improve adaptability
3. To understand Retail & Marketing concepts better
4. How to interact with different categories of people
5. To understand the corporate world and its life
5. RESEARCH
METHODOLOGY
Technology and customers tastes and preferences play a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information regarding market strata of different products. Research Methodology is required
for every industrial service industries for getting acquire knowledge of their products.
PERIOD OF STUDY:
This study has been carried out for a maximum 45 days.
AREA OF STUDY:

The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment and imagination for which there can be no
mechanical substitutes.
This study was done in big bazaar which is situated in bansankari, Bangalore.
SAMPLING:
Sampling is the process of selecting units (e.g., people, organizations) from a population of
interest so that by studying the sample we may fairly generalize our results back to the
population from which they were chosen.
SAMPLING METHODS
Before an organization conducts primary research it has to be clear which respondents it

wishes to interview. A company cannot possibly interview the whole population to get their
opinions and views. This simply would be too costly and unfeasible. A sample of the
population is taken to help them conduct this research. To select this sample there are again
different methods of choosing your respondents, a mathematical approach called 'probability
sampling' and a non- mathematical approach, simply called 'non-probability sampling'. Let’s
look at these in a little more detail.
PROBABILITY SAMPLING METHODS –
A mathematical chance of selecting the respondent
Simple Random Sampling

With this method of sampling the potential people you want to interview are listed e.g. a
group of 100 are listed and a group of 20 may be selected from this list at random. The
selection may be done by computer.
Systematic samples
Out of the 100 people we talked about above, systematic sampling suggests that if we select
the 5th person from the above list, then we would select every 5th, 10th, 15th, 20th etc. The
pattern is the every consecutive 5th. If the 6th person was selected then it would be every
consecutive 6th.
Multi-Stage Samples
With this sampling process the respondents are chosen through a process
of defined stages. For example residents within Islington (London) may
have been chosen for a survey through the following process:
Throughout the UK the south east may have been selected at random, ( stage 1), within the
UK London is selected again at random (stage 2), Islington is selected as the borough (stage
3), then polling districts from Islington (stage 4) and then individuals from the electoral
register (stage 5).
As demonstrated five stages were gone through before the final selection of respondents were
selected from the electoral register.
N0N PROBABLITY SAMPLES:
Convenience Sampling
Where, the researcher questions anyone who is available, this method is quick and cheap.
However we do not know how representative the sample is and how reliable the result.
Quota Sampling

Using this method the sample audience is made up of potential purchasers of your product.
For example if you feel that your typical customers will be male between 18-23, female
between 26-30, then some of the respondents you interview should be made up of this group,
i.e. a quota is given.
Dimensional Sampling
An extension to quota sampling, the researcher takes into account several characteristics e.g.
gender, age income, residence education and ensures there is at least one person in the study
that represents that population. E.g. out of 10 people you may want to make sure that 2
people are within a certain gender, two a certain age group who have an income rate between
£25000 and £30000, this will again ensure the accuracy of the sample frame again.
SAMPLING PROCEDURE:
The random sampling is done because any probability sampling procedure would require
detailed information about the universe, which is not easily available further, it being an
exploratory research.
SAMPLING SIZE: The sampling size of the study is 150 users.
DATA:
The term data refers to groups of information that represent the qualitative or quantitative
attributes of a variable or set of variables. Data are typically the results of measurements and
can be the basis of graphs, images, or observations of a set of variables. Data are often
viewed as the lowest level of abstraction from which information and knowledge are derived.
Raw data refers to a collection of numbers, characters, images or other outputs from devices
that collect information to convert physical quantities into symbols, that are unprocessed.

DATA COLLECTION:
PRIMARY DATA:
Data is collected from various customers through personal interaction. Data is collected by
survey, formal discussion and observation with different respondents.
SURVEY METHOD: Data are usually collected through the use of questionnaires. The data
is collected by mean of simple survey done in the retail store of the customers.
OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool.

Looking at how consumers select products may yield insights into how they make decisions
and what they look for. Observing consumers, tells about:-
What is he looking in the product?
Is he brand loyal?
Is he more or less price sensitive?
Is he more interested in packaging, manufacturing, etc
Observation may help us determine how much time consumers spend comparing prices, or
whether nutritional labels are being consumer.
SECONDARY DATA:
Secondary data was collected through internet sources, research papers, and published
reports by various institutions.
RESEARCH DESIGN –

The research work is exploratory in nature, and is meant to provide the basic information
required by research objectives. It is a preliminary study based on primary data and the
findings can be consolidated after a detailed conclusive study has been carried out.

6. LIMITATION
Preparation of a project report and concluding a research is a whole process which is carried
out in a number of steps. Therefore throughout the whole process of research there are a
number of difficulties encountered by researcher, at every step. In the present study we may
assume following limitation.

 Data don’t represent entire population behavior.
 It is very difficult to measure perception by means of mathematical calculation.
 This research was done in Bangalore city only hence this Conclusion is valid only for
Bangalore.
 It was assumed that respondent have the knowledge about big bazaar but if he do not
have proper knowledge then result may come wrong.
 The respondent view point on the study/questionnaire purely judgment and may be
induced by other reasons also.

7. ANALYSIS
1. AGREE WITH PUNCH LINE
As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar match
this?
TABLE 1. SHOWING AGREE WITH PUNCH LINE.
No. of respondant Percentage

YES 104 69.33
NO 46 30.66
Inference:
From the above table it is clear that the 69.33% majority of respondent agree with the punch
line and 30.66% not agree with big bazaar punch line.
2. STATE-OF-ORIGIN OF RESPONDENTS:
Table 2. Showing the state-of-origin of respondents……….
No. Region No. of Respond Percentage

1 Karnataka 53 35.33
2 Tamil Nadu 13 8.6
3 AP 20 13.33

4 Kerala 14 9.3
5 North India 60 40
Inference:
From the above table it is clear that the 40% majority of respondent belongs to north India,
and 35.33% customer belong to Karnataka where store is located and remaining 13.33%
(AP), 9.3%(Kerala), 8.6%(Tamil Nadu).Here one thing which, I would like to add is that,
respondents who is belonging to other then these five regions like west Bangal I have add
that in north India, so due to that north India may have major part. And
3. AWARENESS ABOUT THE REGION SPECIFIC PRODUCTS
Table 3
No. of Respondents Percentage

Aware 57 38
Not aware 93 62

Inference:
From the above table it is clear that the only 38% customer are aware about the region
specific product and 62% majority of respondent is not aware about the region specific
product. Big bazaar is trying to come with some region specific product but there is a need of
advertise such product..
4. BILLING SIZE
Table-4
Billing Value No. of respondent Percentage

Less than 500 34 22.66
500-1500 65 43.33
1500-3000 39 26
3000-5000 10 6.66
Above 5000 2 1.33
Inference:
From the above table it is clear that 43.33% majority of people are having their billing size
between 500 to 1500 for shopping at big bazaar and 26%people are having 3000-5000.
5. RATING FOR THE STORE
5.1. ABOUT PRICE
Table-5
Rating No. of respondent Percentage

Very good 14 2.66
Good 89 59.33
Average 45 30

Bad 2 1.33
Inference:
From the above table it is clear that 59.33% majority of customers think that the price is
reasonable and 9% customer think that price is very reasonable and remaining 30% think that
prices are fairly reasonable only 1.33% think that the price is bad.
5.2. ABOUT QUALITY:
Table-6

Very good 10 07%
Good 73 48%
Average 61 40%
Bad 08 05%

Inference:
From the above table it is clear that 48% majority of customers think that the quality of
products is good and 5% of customers think that quality is bad, but still there is a need to
improve the quality because only 7% customer thinks that quality is very good and we should
know that quality plays an important role for the product.
5.3. ABOUT AVAILABILITY
Table-7

Very good 35 23.33%
Good 64 42.66%
Average 38 25.33%
Bad 13 08.66%

Inference:
From the above table it is clear that 42.66% majority of customers think that the product
availability is good and 8.66% of customers think that the product availability is bad.
5.4. ABOUT DISCOUNT OFFERS:
Table-8

Very good 39 24.52%
Good 71 44.65%
Average 46 28.93%
Bad 3 01.88%

Inference:
From the above table it is clear that 44.65% majority of customers think that the discount
offers are good and 1.88% of customers think that discount offers are bad. Here 24%
customer thinks that discount offers are very good which is a good thing for Big Bazaar.
5.5. ABOUT PRODUCT DISPLAYS:
Table-9

Very good 25 16.66%
Good 103 68.66%
Average 18 12%
Bad 4 02.67%

Inference:
From the above table it is clear that 68.66% majority of customers think that the product
display is good and 2.67% of customers think that product displays is bad.
5.6. ABOUT STAFF BEHAVIOUR:
Table-10

Very good 25 16.66%
Good 76 50.66%
Average 38 25.33%
Bad 11 07.33%

Inference:
From the above table it is clear that 50.66% majority of customers think that the staff
behavior is good and 7.33% of customers think that behavior is bad, but we can’t ignore this
because for the retention of the customer it is an important factor.
5.7. ABOUT BILLING SPEED:
Table-11

Very good 10 07.40%
Good 32 23.70%
Average 75 55.55%
Bad 18 13.33%

Inference:
From the above table it is clear that 55.55% majority of customers think that the billing speed
is average and 13.33% of customers think that it is bad so there is a need to increase the cash
counter specially on the business days. Here if a customer wants to purchase few items then
he will think, not to come because now nobody has time for waiting for the billing.
5.8. ABOUT STORE ENVIRONMENT:
Table-12

Very good 21 14%
Good 95 63.33%
Average 31 20.67%
Bad 3 02%

Inference:
From the above table it is clear that 63.33% majority of customers think that the store
environment is good and 2% of customers think that store environment is bad.
6. CUSTOMER PREFERENCE ABOUT VARIOS ATTRIBUTES:
Table:13
Attributes/Rank 1st 2nd 3rd 4th 5th
Brand 29 19 18 41 43
Price and discount 23 21 67 16 23

Quality & Value for 20 70 18 26 16
Money
Durability & After sales 15 14 17 53 51
service
Need 63 26 30 14 17

Inference:
Customer preference about attributes while shopping, Analysis shows that 42% of
respondents has given 1st preference to need and following by 19.33% (brand), 15.33%
(price), 13.33% (quality), 10% (durability).
2nd preference 46.66% (quality), 17.33% (need), 14% (price), 12.66% (Brand) and 9.33%
(durability)
3rd preference 44.33% (price), 12% (brand), 12% (quality), 11.66% (durability), 10% (need)
4th preference 35.33% (durability), 27.33% (brand), 17.33% (quality), 10.66% (price) and
9.33% need
5th preference 34% (durability), 28.66% (Brand),15.33% (Price) 11.66% ( need), 10.66%
(quality)

7. FREQUENCY OF VISITING BIG BAZAR
Table-14
FREQUENCY Once in 15 once in a

OF VISITING Weekends Wednesday days month Any time
NO. OF
RESPONDENT 45 15 23 27 40
PERCENTAGE
30% 10% 15.33% 18% 26.67%

Inference:
From the above table it is clear that 30% of customers visit frequently on weekends and 10%
of customer visit on Wednesday. Here may be one thing that the customer who visit once in
15 days or once in a month, he can also come on weekends and Wednesday also.
8. MEDIUM FOR KNOWING THE OFFERS:
Table-15
Medium No. of Respondents

News Paper 86
Word of mouth 32
Hoardings 5
Announcement in store 19
Pamphlets distributed 0
TV/radio 10

Inference:
From the above table it is clear that news paper is the most effective medium of knowing the
offers and word of mouth is also calculative factor. Here, advertisement in news paper is in
the hand of management of big bazaar so there is a need to advertise in news papers more
and more.
9. AVERAGE TIME SPENDING FOR SHOPPING AT BIG BAZAAR
Table-16
Distance No. of Respondents Percentage

Less than 2 km 52 34.66
2-5 km 50 33.33
5-10 km 45 30
More than 10 km 18 12

Inference:
From the above table it is clear that 34.66 percent customer live within 2 km area, 33.33%
live in 2-5km and 30 percent live in 5-10km. so ther is not a big difference in the percentage
of customers staying, we can say that till 10 km, big bazaar is able to pull the customers.
10. OTHAR STORE VISITING BY THE CUSTOMER
Table-17
Store No. of respondents Percentage

Mega mart 52 17
Reliance fresh 105 35
Food world 38 13
Total 27 9
More 50 17
Others………. 28 9

Inference: From the above table it is clear that 35% majority of customer visit or shops from
reliance fresh, so it is the major competitor for big bazaar and for food bazaar mostly, behind
it the region may be reliance fresh stores are located every where and second major
competitor are mega mart and more because mega mart store is also located near to big
bazaar, Bansankari so customer who visit the big bazaar can go for that.
11. AGE OF THE CUSTOMER
Table- 18
AGE IN YEARS Between 20 to Between 30 to

Less than 20 30 40 Above 40
NO. OF
RESPONDENTS 26 60 50 15
PERCENTAGE
17.33% 40% 32.66% 10%

Inference:
I met with people having different age groups. The people that I have met most belong to age
group 20-30 years and having 40% and people belonging to age group above 40 years is
having least 10%. People in the age group of 30-40 years is having 33%

8. CONCLUSION
AND
RECOMMENDATIONS
Conclusions followed by recommendations form the basis of the report more solid. The
conclusion proves the analysis that is carried out in the report and on the basis of these
conclusions, recommendations are given.
During the course of the study it was found that big bazaar is lacking popularity due to the
less concentration on the management of customer data base.
In the survey and analysis it was found that the Buying Behavior of the customers depends
on variety of factors like Need, Cost, Quality, Durability, Product range and some other
factors.

Advertisements
 The organization should also concentrate upon the Advertisement strategies and
should come up with the innovative ads.
 Name recall amongst the Consumer Categories is low because of less frequency of
the TV advertisements.
 The organization should have customer data base so that information about offers can
be conveyed to the customer and customer segregation can also be done.
 The Retailing industry is booming. In order to tap the potential market, the Company
can advertise in a magazine named like ‘Daily news record’. This will help in
showcasing the products of the magazine. This can add an extra spice to sales.
Place
 Food bazaar has less stores in comparison to Reliance fresh. So increasing the stores
increase the availability in the market because a customer wants to purchase food
items mostly near to the home. We can see the traffic problem in city so he do not
thinks well to go far for daily required items.
Human Resource
 The organization should concentrate on human Resources, training & development. It

should provide proper training to the staff and as well as to the promoters because
promoter who are in the store they are also the part of organization. They should have
proper communication skill, product knowledge and they should also be aware about the
sections which are in store so that they can response to the customer easily.

 If a new promoter comes then company should give a small brief about the rule and
regulation before sending him/her on the floor.
Product
 Organization should focus on the availability of the product which is demanded by the
customer more or less instead of focusing on the profitable brands only.
 As big bazaar is known for cheaper and better but there is a need to increase the quality.
For example, fashion department has not too much quality garment.
Prize & promotion
 Company should focus on their Price. It should know the competitors price and
according to that there should be a proper action to decide the price and discount
offers.
Customer services
 On the weekends mostly, there is long queue for the billing which takes a huge time
so there should be an increment in the number of cash counters.
 From the analysis it is clear that more than 50% customers live within 5km area, so if
it possible big bazaar should increase its home delivery distance.
 On the business days again it is seen that there is a queue in front of lift so there is a
need to solve the problem by using escalator or big size lifts because due to this
customer do not want to go on the above floor and these floor are having high value
product.

9. BIBLOGRAPHY
BOOKS:
KOTLER PHILLIP,KELLER KELVIN
Marketing Management, Pataparganj, Delhi, Dorling Kindersley(India) Pvt.Ltd , 2007,
KUMAR ARUN AND MEENAKSHI N

Marketing Management, Naraina, New Delhi, Excel Books Pvt. Ltd.
Consumer behavior, produced by excel books pvt. Ltd. For AIMA-CME
INTERNET:
www.financialexpress.com/news/Future-Group-to-hive-off-Big-Bazaar/
www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp
www.thehindubusinessline.com/iw/2005/12/25/stories/

10. APPENDICES
QUESTIONNAIRES

1. As big bazaar says “IS SE SASTA AUR ACHCHHA KAHI NAHI”, does big bazaar match
this? a. yes b. no
2. Which native (state) do you belong ?

a. Karnataka b. Tamil Nadu c. AP d. Kerala e. North India
3. Are you aware about your Region specific product which is available in store?
a. yes b. no
If yes, what you purchase
………………………………………………………………………………………………..
4. How much on average do you spend on your planned shopping (one time) at big bazaar?
a. less than 500 b. Rs.500-1500 c. Rs.1500-3000
d. Rs3000-5000 e. Rs5000 and above
5. How would you rate the following in our store?

Very good Good Average
Bad
a. Prices
b. Quality
c. Availability
d. Discount offers
e. Product displays
f. Staff behavior
g. Billing speed
h. Store environment
6. Features you look in a product before making purchase ?

Give preferences (1-Highest, 5- least)

• Brand
• Price and Discount
• Quality & Value for money
• Durability and After sales service
• Need
7. How frequently do you visit our store?

a. Weekends b. Wednesday C. Once in 15 days
d. Once in a month e. Any time
8. How do you come to know about the offers?

a. Newspapers b. Word of mouth c. hoardings
d. announcement in store e. pamphlets distributed f. TV/radio
9. How much time do you spend for shopping in Big-bazaar ?

a.1 hour b.1-2 hours c. 2-3 hours d. more than 3 hours
10. How much distance do you travel to come here ?

a. less than 2 km b. 2-5 km c. 5-10km d. more than 10 km
11. What other store do you visit other then big bazaar? (you can choose multiple opt.)
a. mega mart b. Reliance fresh c. food world d. Total e. more

f. other………………
Anything you found better than big bazaar there………………………………………………

………………………………………………………………………………………………….
12. What attracts you for shopping at big bazaar ?
…………………………………………………………………………………………………..
13. Any suggestion to service you better.

…………………………………………………………………………………….………….
…………………………………………………………………………………………………
…..
-------------------- Tell us a little more about your self ------------------------
Name…………………………………………. age……… sex: M/F…………………….

Mob no…………………................ Occupation…………………………..............................
Monthly family income…………………………………………………………………………

Big Bazaar

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A STUDY ON CONSUMER BEHAVIOR

Partial fulfillment of the requirement for the PGDM course of

All India Management Association

Ajay Kumar Gupta

Internal Guide External Guide

Acharya Institute of Management & sciences, Bangalore Page 1

I express our gratitude to company guide Mr. Kiran. S (Assistance Store

Manager, Big Bazaar), under whose valuable guidance and co-operation, I

this report successfully.

Date: Ajay Kumar Gupta

Acharya Institute of Management & sciences, Bangalore Page 2

submitted in partial fulfillment of the requirement for the award of post

graduate Diploma in management, is an original work carried out under the

Date: 9-8-2010 Ajay Kumar Gupta

Acharya Institute of Management & sciences, Bangalore Page 3

Acharya Institute of Management & sciences, Bangalore Page 4

8 Conclusion & recommendation 71

Acharya Institute of Management & sciences, Bangalore Page 5

Acharya Institute of Management & sciences, Bangalore Page 6

Acharya Institute of Management & sciences, Bangalore Page 7

Acharya Institute of Management & sciences, Bangalore Page 8

PANTALOONS RETAIL (INDIA)

Acharya Institute of Management & sciences, Bangalore Page 9

The ambience and customer care adds on to the shopping experience.

“ Is Se Sasta Aur Accha Kahin Nahin !”

Acharya Institute of Management & sciences, Bangalore Page 10

What's in store for you at Big Bazaar?

Products available in Big Bazaar

Fun world, Food court, Star & Sitara saloon

Acharya Institute of Management & sciences, Bangalore Page 12

1.3. THE BIG BAZAAR PROMISES:

Acharya Institute of Management & sciences, Bangalore Page 13

BIG BAZAAR PROMISES...

Acharya Institute of Management & sciences, Bangalore Page 14

We shall infuse Indian brands with confidence and renewed ambition.

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

Indianans: confidence in ourselves.

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

Respect & Humility: to respect every individual and be humble.

Introspection: leading to purposeful thinking.

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

Acharya Institute of Management & sciences, Bangalore Page 15

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

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

1.5. BOARD OF DIRECTORS

Mr. Gopikishan Biyani, Whole time Director

Mr. Rakesh Biyani, Whole time Director

Mr. Vijay Biyani, Whole time Director

Mr. Vijay Kumar Chopra, Independent Director

Acharya Institute of Management & sciences, Bangalore Page 16

Mr. Shailesh Haribhakti, Independent Director

Mr. S Doreswamy, Independent Director

Dr. D O Koshy, Independent Director

Ms. Bala Deshpande, Independent Director

Acharya Institute of Management & sciences, Bangalore Page 17

1.6. SWOT Analysis

 Thorough understanding of the needs of Indian consumers.

 Vast range of products under one roof.

 Benefit of being pioneer in the Indian retail industry.

 Superior quality goods are available at reasonable prices.

 It has a good brand name.

 High cost of operation due to large fixed costs.