CP On Big Bazaar Vs D-Mart

CHAPTER 1
INTRODUCTION
B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.
1.1 INTRODUCTION OF PROJECT

As a part of our study of TYBBA programme, we are given capstone project work to develop our analytical faculties as professional students. In relation to the aforementioned objective the project undertaken by us covers marketing analysis of national. The study converges on two major giants in global market: 1. Big Bazaar*. 2. D-Mart**.
1.2 Why has this industry/topic been selected?
Ones a customer get inside the store he will find all kinds of products available that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.
Because of these features it has a very good reputation in that area and customers who are residing far away and in other areas they also visit the store.
This department is responsible for the product arrangement at the store with respect to their nature.
This department is responsible for the maintenance of the systems of the stores.
1.3 RESEARCH OBJECTIVE

To scan customer buying behavior. To know the promotional strategy of Big Bazar. To know the relation between promotional strategy and buying decision. To comprehend the determinants of customer satisfaction. To know about the growth prospective with respect to demand analysis.
To analyse product mix.
1.4 INTRODUCTION TO THE TOPIC: Big Bazaar Store

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 5 million square feet of retail space, has over 331 stores across 40 cities in India and employs over 17,000 people. The company registered a turnover of Rest 2,019 corer for FY 2007-08 It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many others.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons 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. Food Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major Indian cities, followed this. Some of
its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India. Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top 500 magazine in 2006.
Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses), Future Capital (financial products and services), and Future Brands (management of all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer credit and other consumer-related financial products and services in the near future. Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is, 'Indians' and its corporate credo is - Rewrite rules, Retain values.
Future Group Manifesto

Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram,
Vishakhapatnam. Big Bazaar is not just another hypermarket. It caters to every need of customers family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, customer will definitely get the best products at the best prices - thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise customer. And this is just the beginning. Big Bazaar plans to add much more to complete customers shopping experience
Departments with their Products
1) Mens Department
Formals (Shirts & Pants) Jeans T-Shirts Major brands in this department Pantaloon
2) Furniture Department
Dining Table Bedroom Accessories Hall accessories (Sofa sets, Chairs, Computer table etc) Mattresses
3) Home Decor
Flower vase Artificial Flowers Religious gifts Candle stand Umbrellas Photo Frames Assorted color Stones Frame Paintings Water falls (artificial) Birthday items
Chronology
2001
Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad
2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix
2005
Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar
2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal
2008
Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar joins the league of Indias Business Super brands. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey
2010
Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop
Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores.
1.5 INTRODUCTION OF D-MART STORE:

D-Mart offer products to satisfy the entire familys needs. Merchandise offered at D -Mart is always at lower prices. Stores are designed with customer convenience in mind. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple with easy-to-understand communications and information.
Avenue Super Marts Ltd.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all their daily household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India.
Culture
At ASL, were strong believers in deriving excellence in customer service through systemic training and rigor at work. We value simplicity and humility in our people and strongly believe that integrity and merit is the only route to growth at ASPL^. We hire professionals who share our values and unabashedly lead by example.
Vision
It is our continuous endeavor to investigate, identify and make available new products/categories for the customers everyday use and at the best value than anybody else.
Presence
D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in:
Maharashtra

Mumbai Navi Mumbai Thane
Pune Solapur Sangli
Gujarat

Ahmedabad Rajkot Baroda Surat
Anand Amravati Kolhapur
Andhra Pradesh
Hyderabad, Karnataka, Bangalore
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Product offrings:
D-Mart ofeers a wide selections of products in the following categories:

Foods Toiletries and Beauty products Garments Kitchenware Bed and Bath linen Toys & Gmaes Stationery Home Appliances Footwar
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1.6 Research Methodology:

Since the study is on retail sector first the detail study of the store is been conducted about its Management team its structure the number of departments which all brands does the store has, who are its suppliers about its warehouses. Based on the topic objectives were set and to arrive at the opinion on objectives a set of 300 questionnaires were designed of 26 questions and response is collected from the customers who are visiting the store. For data collection Random Convenient sampling method was adopted For this project the area of research is Ahemadabad.
1.7 Data Collections Methods:

Market research requires two types of data i.e. secondary data and primary data. Primary data has been used abundantly for the study. Well-structured questionnaires were prepared & the survey was undertaken. Feedback for the display has been taken by asking questions & observation has also done to gather primary information. There is also a use of secondary data, collected from the various journals, books, and websites & from Store managers. Primary data Secondary data Field Survey Big Bazaar records D-Mart records Book Company Websites Area of research: Research approach: Ahmedabad Survey method
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Sampling Method
Since the study is restricted to Retail sector, all the functional Departments of Big Bazaar & D-Mart and the respondents are found at the store only so according to the convenience randomly they are being picked so sampling method is used in this study is Random Convenient Sampling. Sampling Sample size Sampling Method Sample Unit Measuring Tools : 300 respondents : Random Convenience sampling : Customer of Big bazaar & D-Mart : Questionnaire
1.8 LIMITATIONS:
This research is conducted on a sample size, so it might be possible that the information given by such respondents may not match with the replay of total customer available in the store that time.

The study was restricted to only the customers of BIG BAZAAR & D-Mart. The time constrain was a limiting factor, as more time was required to carry out study on other aspects of the topic.
The result and analysis based on the customer survey method and small sample size has taken only 300.
Findings are related to particular areas It might be possible that the answers given by the respondents are of biasness
End. Notes
Big-Bazaar* D-Mart** ASL ASPL^ - Wide range of product - Daily Discount, Daily Saving - Avenue Super Mart Ltd. - Avenue Super Mart Pvt. Ltd.
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CHAPTER-2 Marketing Mix
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2.1 Definition of Marketing mix.

Marketing mix is the combinations of elements that you will use to market your product. There are four elements: Product, Place, Price and Promotion. They are called the four Ps of the marketing mix. Some people think that the four Ps are old fashionable and propose a new paradigm: The four Cs!* Product becomes customer needs; Place becomes convenience, price is replaced by cost to the user, promotion becomes communication. It looks like a joke but the Cs is more customer-oriented.
Fig.2.1
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Stores advertisement
Store Big-Bazaar D-Mart Total No. 176 124 300 % 58.67 41.33 100
Store's Advertisement
41.33% 58.67% Big-Bazaar D-Mart
Fig.2.2
ANALYSIS:
From the survey, from 300 respondents, gave response for more powerful advertise to Big-Bazaar is 58.67% & D-Mart is 41.33%.
INTRPRETATION:
Majority of the customers are give response for most powerful advertisement is BigBazaar. We can also interpret that the big-bazaar comparison is more powerful people attract with advertisement like T.V., Hoarding, news paper, is most of the part of purchasing by advertisement.
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2.2 4ps of Big Bazaar & D-Mart

Product:
Purchasing a product in Store
Store Big-Bazaar D-mart Both None Total NO. 158 107 26 9 300 % 52.66667 35.66 8.66 3 100
Purchasing Product in Store

8.66% 3%
52.67% 35.66%
Big-Bazaar D-mart Both None
Fig.2.3
ANALYSIS:
From the survey, from 300 respondents, gave response Big-Bazaar is 52.66% & D-mart is 35.66% & Both is 8.66% and None 3%.
INTERPRETATION:
Majority of the customers are given response to Big-Bazaar, We can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city, big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI. 17
Big-Bazaar
Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Pantaloon, Levis, Allen Solly, Pepsi, Coca- Cola, HUL**, ITC, P&G^, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like: - DJ & C - Tasty Treat
End. Notes Four Cs!* - Consumer wants and need Vs Product - Cost to satisfi Vs Price - Convenience to buy Vs Place - Communication Vs Promotion HUC** ITC P&G^ - Hindustan Unilever Ltd. - Indian Tobacco Company - Procter & Gambler
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Choose the product from the store.
Big-Bazaar 1 % Advertisement Reference Experience Quality Quantity Service 17.05 11.93 16.48 16.48 21.59 16.48 % 20.45 16.47 14.78 9.66 21.02 17.61 2 % 9.09 20.45 21.02 24.43 10.8 14.2 3 % 11.36 15.9 14.2 22.16 12.5 23.86 4 % 17.61 14.77 11.36 15.91 24.43 15.91 5 % 24.43 20.45 22.16 11.36 9.66 11.93 6
Choose Product
100% 90% 80% 70% 14.77 17.61 15.9 11.36 10.8 9.09 20.45 21.02 24.43 21.02 20.45 16.47 17.05 11.93 14.78 9.66 16.48 21.59 17.61 14.2 14.2 22.16 12.5 23.86 Big-Bazaar 6 % Big-Bazaar 5 % Big-Bazaar 4 % Big-Bazaar 3 % Big-Bazaar 2 % Big-Bazaar 1 % 16.48 11.36 11.36 24.43 20.45 22.16 15.91 24.43 15.91 9.66 11.93
Percentage
60% 50% 40% 30% 20% 10% 0%
16.48
Fig.2.4
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ANALYSIS:
From the survey, from 300 respondents, gave response for choose product from the store to First rank Big-Bazaar is 17.04%, & Second rank is 20.40%, & Third rank is 9.09%, & Fourth rank is 11.36%, & Fifth rank is 17.61%, & Sixth rank is 24.46% of them Advertisement. Give First rank is 11.93%, & Second rank is 16.48%, & Third rank is 20.45%, & Fourth rank is 15.90%, & Fifth rank is 14.77%, & Sixth rank is 20.45%, of them Reference. Give First rank is 16.48%, & Second rank is 14.78%, & Third rank is 21.02%, & Fourth rank is 14.20%, & Fifth rank is 11.36%, & Sixth rank is 20.15%, of them Experience. Give First rank is 16.48%, & Second rank is 9.66%, & Third rank is 24.43%, & Fourth rank is 22.15%, & Fifth rank is 15.90%, & Sixth rank is 11.36%, of them Quality. Give First rank is 21.59%, & Second rank is 21.02%, & Third rank is 10.79%, & Fourth rank is 12.15%, & Fifth rank is 24.43%, & Sixth rank is 9.65%, of them Quantity. Give First rank is 16.48%, & Second rank is 17.61%, & Third rank is 14.20%, & Fourth rank is 23.66%, & Fifth rank is 15.90%, & Sixth rank is 11.93%, of them Service.
INTREPRETATION:
Majority of the customers are gave response for quantity is the most choose the product from the store. We can also interpret that Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections are also of this product are available in bulk at big bazaar.
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D-Mart
D-Mart offer products to satisfy the entire familys needs. Merchandise offered at D-Mart is always at lower prices. Stores are designed with customer convenience in mind. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple with easy-to-understand communications and information. D-Mart ofeers a widw selections of products which range from pparels,Foods, Toiletries and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games Stationery, Home Appliances, Footwear. The service offered was somewhat okay. As soon as we went in, the security (lady) informed us that she was putting our belongings inside a D-Marts green clothed bag and sealing it. Even the purse bag of my mother was sealed inside. We had to argue with the security guard and finally we managed to get the purse out. We began shopping with 10 minutes of wasted time and a rather bad mood to begin shopping with. The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell without understanding the requirements of the customer. On the Priya pickle offer (1free for 2 bought) the staff lady wanted us to buy the same pickle three times. This was a stupid idea, what would we do with 3 achaars of the same mango, or ginger, or lime? Finally after we explained the stupidity behind her reasoning she relented and let us chooses a variety of three
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Choose the product from the store.
D-Mart 1 % Advertisement Reference Experience Quality Quantity Service 16.13 14.51 25 23.39 10.48 10.48 % 22.58 19.35 17.74 12.1 13.71 14.52 2 % 20.16 15.32 22.58 7.26 20.97 13.71 3 % 13.71 18.55 8.06 17.74 21.77 20.16 4 % 12.1 20.16 11.29 16.13 17.74 22.58 5 % 15.32 12.1 15.32 23.39 15.32 18.55 6
Choose Product
100% 90% 80% 70% 13.71 15.32 12.1 15.32 23.39 12.1 20.16 11.29 8.06 18.55 22.58 50% 40% 30% 20% 10% 0% 25 16.13 14.51 23.39 10.48 10.48 22.58 20.16 15.32 17.74 12.1 19.35 13.71 14.52 17.74 7.26 20.97 13.71 16.13 21.77 20.16 17.74 22.58 D-Mart 6 % D-Mart 5 % D-Mart 4 % D-Mart 3 % D-Mart 2 % D-Mart 1 % 15.32 18.55
percentage
60%
Fig.2.5
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ANALYSIS:
Give response for choose product from the store to First rank D-Mart is 16.12%, & Second rank is 22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank is 12.09%, & Sixth rank is 15.32% of them Advertisement. Give First rank is 14.51%, & Second rank is 19.35%, & Third rank is 15.32%, & Fourth rank is 18.54%, & Fifth rank is 20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank is 25%, & Second rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is 11.29%, & Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, & Second rank is 12.09%, & Third rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is 16.12%, & Sixth rank is 23.38%, of them Quality. Give First rank is 10.48%, & Second rank is 13.70%, & Third rank is 20.96%, & Fourth rank is 21.77%, & Fifth rank is17.74%, & Sixth rank is 15.32% of them Quantity. Give First rank is 10.48%, & Second rank is 14.51%, & Third rank is 13.70%, & Fourth rank is 20.16%, & Fifth rank is 22.58%, & Sixth rank is 18.54% of them Service.
INTERPRETATION:
Majority of the customers are gave response for quality choose the product from the store. We can also interpret that D-mart are provided to customers good quality of products. And many people are satisfied to service & quality.
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Pricing: Unexpected offers
No. Yes No Total 178 122 300
% 59.33333 40.66667 100
Unexpected Offers
40.67% 59.33% Yes No
Fig.2.6
ANALYSIS:
From the survey, from 300 respondents, gave response for like to make your purchase under unexpected offers to Yes is 59.33%, & No is 40.67%.
INTERPRETATION:
Majority of the customers are give response for interested to buy under unexpected offers only.
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Big-Bazaar
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques:
Value Pricing (EDLP - Every Day Low pricing):
Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping.
Promotional Pricing:
Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
Differentiated Pricing:
Differentiated pricing i.e. difference in rate based on peak and non- peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar Bundling: It refers to selling combo-packs and offering discount to customers. The combo- packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599
D-Mart
The prices offered are economical over here. D-Mart offers minimum 5% discount on MRP on all items except medicines, grocery and vegetables and fruit items . The product mix was fairly good. Lot of variety was available for all types of products. The assortments done for apparels was as per the price in descending order and as per the size i.e. extra large, large, medium and small. Also, in nearby racks the assortment was as per size nos. i.e. 28, 30, 32, etc for trousers and 38, 39, 40, 42, 44, etc. for shirts. D-Mart gift coupons us an ideal way for organization to reward or gift their employees. DMart offers gift coupons in denominations of 250 (worth Rs 250) and 500 (worth Rs 500). Individuals may also receive gift coupons if their off-take us Rs 10,000 or more. B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI. 25
Place:
Distance of store
No. 00-05 05-10 10-15 More thane 15 Total 83 79 63 75 300 % 27.67 26.33 21 25 100
Distance of store
25% 27.67% 0--5 5--10 10--15 More thane 15 21% 26.33%
Fig.2.7
ANALYSIS:
From the survey, from 300 respondents, gave response for How much distance to the store to 27.67% of them 0-5 km, & 26.33% of them 5-10 km, & 21% of them 10-15 km, & 25% of them More than 15 km.
INTERPRETATION:
Majority of the customers are give response for 0-5 km distance to the store.
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Parking facility
No. Yes No Total 157 143 300 % 52.33333 47.66667 100
Parking Facility
47.67%
52.33% Yes No
Fig.2.8
ANALYSIS:
From the survey, from 300 respondents, gave response for happy with the parking facility provided to Yes is 52.33%, & No is 47.67%.
INTERPRETATION:
We interpret that majority of the customers are satisfied with the parking space availability provided by store. Hence In holidays probably it will be very essay for customers to park their vehicle in store.
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Location of store
No. Yes No Total 218 82 300
% 72.66667 27.33333 100
Location of Store
27.33%
Yes 72.67% No
Fig.2.9
ANLYSIS:
From the survey, from 300 respondents, gave response for happy with the location of the store to Yes is 72.67%, No is 27.33%.
INTERPRETATION:
Majority of the customers are give response for happy with the location of the store. We can also interpret from this that store has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city, store has located itself in a good place from where it is convenient for people to visit store .
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Big-Bazaar
The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lake sqft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers.
D-Mart
The D-Mart stores are operational across three formats hypermarkets spread over 30,000-35,000 sq ft, the Express format over 7,000-10,000 sq ft and the Super Centers set up over 1 lake sqft. Currently D-Mart operates in over 15 cities and towns across India with 70 stores. These stores are normally located in high traffic areas. Which helps customers to orders products online which will be delivered to their doorstep? This helps in saving a lot of time of its customers.
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Promotion: Choose factor for most while purchasing.

1 No. 71 30 57 of 18 176 1 No. 23 42 29 of 30 124 Big-Bazaar 2 No. % 44 25 29 16.48 42 23.86 61 34.66 176 100 D-Mart 2 No. % 38 30.65 21 16.93 19 15.32 46 37.10 124 100 3 No. 32 52 37 55 4 No. 29 65 40 42
Factor Offer Service Quality Availability Products Total
% 40.34 17.05 32.39 10.23 100
% 18.18 29.55 21.02 31.25
% 16.48 36.93 22.72 23.86
176 100 3 No. 19 39 15 51
176 100 4 No. 46 12 62 4
Factor Offer Service Quality Availability Products Total
% 18.55 33.87 23.39 24.19 100
% 15.32 31.45 12.10 41.13
% 37.10 9.68 50 3.22
124 100
124 100
Choose Factor
100% 90% 80% 70% Percentage 60% 50% 40% 30% 20% 10% 0% % 1 % 2 % 3 % 4 % 1 % 2 % 3 % 4 40.34 25 18.18 16.48 18.54 16.48 29.55 17.04 23.86 32.39 22.73 21.02 23.39 15.32 36.93 33.87 16.94 31.45 30.64 15.32 37.09 12.1 9.68 Availability of Products Quality Service Offer 10.23 34.66 31.25 23.86 24.19 37.1 41.13 50 3.23
Big-Bazaar
D-Mart
Fig.2.10
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ANALYSIS:
From the survey, from 300 respondents, gave response for Choose from factor which attracted you most while purchasing, to give first rank Big-Bazaar is 40.34%, & second rank is 25%, & third rank is 18.18%, fourth rank is 16.48% of them Offer. Give First rank DMart is 18.55%, & Second rank is 30.65%, & Third rank is 15.32%, & Fourth rank is 37.10% of them Offer. Give first rank Big-Bazaar is 17.05%, & second rank is 16.48%, & third rank is 29.55%, fourth rank is 36.93% of them Service. Give First rank D-Mart is 33.87%, & Second rank is 16.93%, & Third rank is 31.45%, & Fourth rank is 9.68% of them Service. Give first rank Big-Bazaar is 32.39%, & second rank is 23.86%, & third rank is 21.02%, fourth rank is 22.72% of them Quality. Give First rank D-Mart is 23.39%, & Second rank is 15.32%, & Third rank is 12.10%, & Fourth rank is 50% of them Quality. Give first rank Big-Bazaar is 10.23%, & second rank is 34.66%, & third rank is 31.25%, fourth rank is 23.86% of them Availability of Product. Give First rank D-Mart is 24.19%, & Second rank is 37.10%, & Third rank Availability of Product. is 41.13%, & Fourth rank is 3.22% of them
INTERPRETATION:
Majority of the customers are like to offer to Big-Bazaar. & like service to D-Mart. We can also interpret that some people are like Wednesday Discount Offers on Food, Fashion, household Items at Big Bazaar. its means wide range of products available in big bazaar. and D-Mart are Even it provides a good service and ambience to its customers who encourage them to visit d-mart more and more times. So that customers can get more satisfaction.
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Source about outlet

Big-Bazaar Source T.V. Hoarding Bus Painting News Paper Total No. 48 40 37 51 176 % 27.27273 22.72727 21.02273 28.97727 100 D-Mart No. 42 21 10 51 124 % 33.87097 16.93548 8.064516 41.12903 100
Source about outlet

Big-Bazaar 45 33.87 40 35 27.27 28.98 D-Mart 41.13
Percentage
30 25 20 15 10 5 0
22.73
21.02
16.94
8.06
T.V.
Hoarding
Bus Painting
Nwes Paper
Fig.2.11
ANALYSIS:
From the survey, from 300 respondents, gave preference for Big-Bazaar is 27.27% of them T.V., & 22.73% of them Hoarding. & 21.02% of them Bus Painting. & 28.97% of them News Paper. And Give preference for D-Mart is 33.87% of them T.V. & 16.93% of them Hoarding, & 8.06% of them Bus Painting, & 41.12% of them News Paper.
INTERPRETATION:
Majority of the customers are gave response for News paper is the most influencing factor which is responsible for awareness of Big Bazaar & D-Mart. We can also interpret that some people are visited a store through seen to advertisement in news paper.The various promotion schemes used at Big Bazaar include.
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Offer
Big-Bazaar Offer 1 No. Buy 1,Get 1 62 free Gift 73 Voucher Future Card 41 Total 176 % 2 No. % 39.2 35.22 69 41.48 68 23.29 39 100 3 No. 45 % D-Mart 1 No. % 25.57 43 19.88 58 54.55 23 124 2 No. % 25.8 34.68 32 46.77 37 18.55 55 100 3 No. 49 % 39.51 23.39 37.1
38.65 35 22.15 96
29.83 29 44.37 46
176 100
176 100
124 100
124 100
Offer
100% 90% 80% 23.29 22.15 54.55 41.48 38.65 19.88 35.22 39.2 25.57 % 2 Big-Bazaar % 3 34.68 46.77 23.39 29.83 39.51 25.8 % 2 D-Mart % 3 Future Card Gift Voucher Buy 1,Get 1 free 18.55 44.37 37.1
Percentage
70% 60% 50% 40% 30% 20% 10% 0% % 1
% 1
Fig.2.12
ANALYSIS:
From the survey, from 300 respondents, gave response for like the most offer to give first rank Big-Bazaar is 35.22% & second rank is 39.2% & third rank is 25.57%. And give first rank D-mart is 34.68% & second rank is 25.8% & third rank is 39.51%.of them Buy 1, Get 1 free. Give first rank Big-Bazaar is 41.48% & second rank is 38.65% & third rank is 19.88%. And give first rank D-mart is 46.77% & second rank is 29.83% & third rank is 23.39%.of them gift voucher. Give first rank Big-Bazaar is 23.29% & second rank is 22.15% & third rank is 54.55%. And give first rank D-mart is 18.55% & second rank is 44.37% & third rank is 37.1% of them future card.
33
INTERPRETATION:
Majority of the customers are give first rank gift voucher to Big-Bazaar & D-mart. We can also interpret that Big Bazaar & D-Mart is the destination where you get products available at prices lower than the MRP, setting a new level of standard in price, convenience and quality, making Big Bazaar & D-Mart, Indias favorite shopping destination. Big Bazaar & D-Mart Gift Vouchers are available in convenient denominations of Rs. 50, 100, 250, 500 & 1000. They are redeemable at all Big Bazaar & D-Mart stores across India. Some people are dont like service of future card.
Big-Bazaar
Saal ke sabse saste 3 din Hafte ka sabse sasta din Wednesday bazaar Exchange Offers Junk swap offer Future card(3% discount) Shakti card Advertisement (print ad, TV ad, radio) Brand endorsement by M.S Dhoni and Asin Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers stop and Lifestyle. They are: Keep West- a Side. Make a smart choice! Shoppers! Stop. Make a smart choice! Change your Lifestyle. Make a smart choice! Each party is free to accept or reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. Exchange is a value-creating process because it normally leaves both parties better off.
34
Note that exchange is a process rather than an event. Two parties are engaged in exchange if they are negotiating-trying to arrive at mutually agreeable terms. When an agreement is reached, we say that a transaction takes place. A transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. Usually a legal system exists to support and enforce compliance among transactions. However, transactions do not require money as one of the traded values. A barter transaction, e.g., involves trading goods or services for other goods or services
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Tagline of big bazaar Isse Sasta Aur Acha Kahin Nahin?

No. Yes No Total 181 119 300 % 60.33333 39.66667 100
Tagline of Big-Bazaar
39.67% 60.33%
Yes No
Fig.2.13
ANALYSIS:
From the survey, from 300 respondents, gave response for agree with the tagline of big bazaar Isse Sasta Aur Acha Kahin Nahin to Yes is 60.33% & No is 39.67%.
INTERPRETATION:
Majority of the customers are give response for satisfied with the tagline of big bazaar Isse Sasta Aur Acha Kahin Nahin we can also interpret from this that tagline of big bazaar is an even it provides more wide range of product.
36
D-Mart
Promotion and sales offers were present for most of the items. There were a discount of 10 % on all Navneet products and Cadbury celebrations. There was one separate whole shelf for garbage dust bin bags selling at Rs.29 wherein the actual MRP was Rs.45.In case of apparels there is a variety available ranging from menswear, women swear and kids wear.
Advertising
When D-mart had opened up, on the way towards Nahur station, there was a hoarding nearly for 3 months to advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales. Promotional tools are very much important for D-Mart, in incrasing sales and also in introducing new products. Customers are also satisfied with the promotional tools of D-Mart, mostly they are satisfied with the discount offers. Customer are satisfied with the products of D-Mart and also with the behavior of the employees.
To knoe abiut sales promotional technoques and its effectiveness of D-mart. The study will be carride out in the city of ahmedabad and wwill enable D-Mart to understand which consumer and sales promotion scheme are beneficial and like by cistomer so as to retain for longer period. This reasearch is helpful to know type of sales promotional scheme used by retail store and to motivate the consumer for buying the products.
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Tagline of D-Mart Daily Discounts, Daily Savings.!

No. Yes No Total 172 128 300 % 57.33333 42.66667 100
Tagline of D-Mart
42.67% 57.33% Yes No
Fig.2.14
ANALYSIS:
From the survey, from 300 respondents, gave response for agree with the tagline of DMart Daily Discounts, Daily Savings! to Yes is 57.33% & No is 42.67%.
INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart Daily Discounts, Daily Savings! we can also interpret from this that tagline of D-Mart It is also clearly known that D-Mart sales its goods at a discounted price as compared to the market. Even it provides a good service and ambience to its customers who encourage them to visit D-Mart more and more times.
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Advertisement effects in shopping behavior.

No. Yes No Total 212 88 300 %. 70.66667 29.33333 100
Advertisement Effect
29.33%
Yes 70.67% No
Fig.2.15
ANALYSIS:
From the survey, from 300 respondents, gave response for advertise effect your shopping behavior to Yes is 70.67% & No is 29.33%.
INTERPRETATION:
Majority of the customers are give response for advertisement effect in shopping behavior to People mostly come to store as they get various kinds of products under one roof. Store should try and produce more qualitative products so that customers can get more satisfaction and would never think of not doing shopping in store.
39
CHAPTER-3
PROMOTIONAL STRATEGIES
40
Promotional activities conducted by store

No. Yes No Total 163 137 300 % 54.33 45.67 100
Promotional Activities of Store
45.67%
54.33% Yes No
Fig.3.1
ANLAYSIS:
From the survey, from 300 respondents, gave response for aware of promotional activities conducted by store to Yes is 54.33%, & No is 45.67%
INTERPRETATION:
Majority of the customers are give response for aware of promotional activities conducted by store. We are also interpreting that product categories like grocery and clothes, big bazaar has many local branded products. Customers purchase a lot of these as its cheap in price even though its quality is not so good. As most of the customers belong to lower class and middle class people, they purchase those local branded products as it gives them value for money. Different products of the same category have different prices. Some customers also pre decides the brand on the local manufactured grocery and food products of the store. Store should include more of the branded products in its each category so that customers have more options to choose among the brands. This will bring in more number of people to store which will definitely increase the sales.
41
Purchase pattern changes at the promotions.

No. Yes No Total 96 204 300 % 32 68 100
Pattern change at promotion

32%
68%
Yes No
Fig.3.2
ANALYSIS:
From the survey, from 300 respondents, gave response for purchase pattern changes, looking at the promotions to Yes is 32%, No is 68%.
INTERPRETATION:
Majority of the customers are give response to dont believe that promotions is responsible for their purchase decision.
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3.1 Big-Bazaar
DEVELOPING YOUR PROMOTIONAL STRATEGEY
Developing an effective promotional strategy demands more than just being aware of the tools promotional. Promotion is an ongoing process that requires much planning. A strategy is simply a careful plan. The effectiveness of your strategy depends on more than how much money you put into it. Effectiveness results from the thoroughness of your planning and the consistency with which you carry it out.
Promotional Strategies
How do I get my Product/Service out there? This is a question that many people who plan to being their own businesses, or even larger companies who have already established a name for themselves, frequently ask. Your product or service may be the latest and greatest on the market today, but that doesnt help you if no one know it exists. You need to find some way to make yourself and your product known.
That is where promotion comes into play. But what exactly is promotion? Well, The act of promoting or the fact of being promoted; advancement. Encouragement of the progress, growth, or acceptance of something, furtherance. Advertising, publicity. Essentially this covers everything from commercial to magazine ads and even free items given out at exhibitions and trade shows. Promotion is preformed many different ways by many different people but when it all comes down to it there is really only one purpose.
Recommendations:
Big bazaar should keep offers in regular intervals so that there should not be a long term gap, because offer is the most influencing factor which is responsible for customer purchase decision.
And they also concentrate on T V advertisement they should show ads and promotional offers in a regular interval in three languages like Kannada Hindi English.
Hoarding should be placed uncovered area.
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3.2 D-Mart
External Design:
As mentioned earlier D-MART is located in the middle of three bustling towns, namely Mulund, Bhandup, and Nahur. The exterior design of D-MART is very ordinary and functional at best. It consists of a small complex with trees lining its front entrance. The building is painted white with D-MART logo clearly visible from the road. The exterior also houses certain food and refreshment stalls for the shoppers to enjoy.
Interior Design
The interiors were predominantly green thus associating it with the colour of their logo. This also made the store look more spacious and organized. As far as the flooring is considered the whole store was floored with ceramic tiles. Adequate light was present focusing on the merchandise as well as for the convenience of the customers. Music was pure soft Hindi music which appealed to the target customers. Separate entrance is present for the physically challenged.
Layout:
Layout is fairly simple and it is kept simple with a view to keep everything that customer in his eye sight and reach. The whole store has been divided into various sections according to the categories that are stacked there was found the most used products i.e. FMCG* were very easy to support and purchase.
Image Set
up:
The image that D-Mart wants to set up is that of a discount store that offers most of the products with all the major brands. D-Mart is a store offers value for money. The store puts various offers on products some throughout the year and some periodically. When a customer enters the gate first thing he notices are the boards that say Minimum 5% discount on all products. This itself makes customer think of a good value for money
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TARGET CUSTOMER:
D-mart projecting itself as a discount store targets the middle income group. The area in which it is located is predominantly middle class residential area. So the location is such that it is very convenient for its target customers. Also it is a very fast growing and value conscious segment. In order to attract their attention, D-mart keeps giving several offers that directly projects greater value to the customer.
End. Notes FMCG* - Fast Moving Consumer Goods
45
Service provided by store

No. Yes No Total 186 114 300 % 62 38 100
Service provided by store

38% 62% Yes No
Fig.3.3
ANALYSIS:
From the survey, from 300 respondents, gave response for satisfied with service provided by store to Yes is 62%, & No is 38%.
INTERPRETATION:
We interpret that majority of the customers are satisfied with service provided by store. It is a threat for big-bazaar & d-mart as some of the attributes of other organized stores facility provides more satisfaction to customers. People mostly come to big bazaar & d-mart as they get various kinds of products under one roof, It is also clearly known that big bazaar & d-mart provided to good quality of the product.
46
Services of store
Big-Bazaar 2 No. % 52 29.54 44 25 32 18.18 48 27.27 176 100 D-Mart 2 No. % 35 28.23 23 18.55 38 30.64 28 22.58 124 100
Services Food Clothe Accesseries Stationary Total Services Food Clothe Accesseries Stationary Total
1 No. 71 53 29 23 176 1 No. 28 31 41 24 124
% 40.34 30.11 16.48 13.07 100
3 No. 37 32 62 45 176 3 No. 54 31 25 14 124
% 21.02 18.18 35.23 25.57 100
4 No. 16 47 53 60 176 4 No. 7 39 20 58 124
% 9.09 26.70 30.11 34.09 100
% 22.58 25 33.06 19.35 100
% 43.55 25 20.16 11.29 100
% 5.64 31.45 16.13 46.77 100
Services of Store
100% 90% 80% 13.07 27.27 16.48 18.18 30.11 50% 40% 30% 20% 10% 0% % 1 % 2 % 3 40.34 29.55 21.02 9.09 % 4 % 1 % 2 D-Mart % 3 25 25 18.18 26.7 22.58 28.22 28.22 5.65 % 4 31.45 35.22 30.11 16.13 18.55 18.55 Stationary Accesseries Clothe Food 25.57 34.09 46.77 33.6 30.65 30.65 19.35 22.58 22.58
Percentage
70% 60%
Big-Bazaar
Fig.3.4
47
ANALYSIS:
From the survey, from 300 respondents, gave response for purchase, what kind of service go to the store, to give first rank Big-Bazaar is 40.34%, & second rank is 29.54%, & third rank is 21.02%, fourth rank is 9.09% of them Food. Give first rank D-Mart is 22.58%, & second rank is 28.23%, & third rank is 43.55%, & fourth rank is 5.64% of them Food. Give first rank Big-Bazaar is 30.11%, & Second rank is 25%, & third rank is 18.18%, & Fourth rank is 26.70% of them clothe. Give first rank D-Mart is 25%, & Second rank is 18.55%, & Third rank is 25%, & Fourth rank is 31.45% of them clothe. Give first rank Big-Bazaar is 16.48%, & Second rank is 18.18%, & Third rank is 35.23%, & Fourth rank is 30.11% of them Accessories. Give First rank D-Mart is33.06%, & Second rank is30.64%, & Third rank is 20.16%, & Fourth rank is 16.13% of them Accessories. Give First rank Big-Bazaar is 13.07%, & Second rank is 27.27%, & Third rank is 25.57%, & Fourth rank is 34.09% of them Stationary. Give First rank D-Mart is 19.35%, & Second rank is 22.58%, 11.29& Third rank is %, & Fourth rank is 46.77% of them Stationary.
INTERPRETATION:
Majority of the customers are give First rank food items to big bazaar and accessories to D-Mart. From this we interpret that some of the products brand are pre decided in advance and for some of the products customers dont at all pre decide any brand. As per food items are concerned customers pre decide the brand as many branded food items are available in big bazaar. The customers pre decides brands on cloths and grocery most as big bazaar produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans. As per accessories items are concerned customers pre decide the brand as many branded accessories items like that furniture, house decoration, etc. are available in D-Mart. The customers pre decides brands on grocery most as D-Mart produces much of local brands and also have some well known branded products.
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3.3 Organizational Structure (Zonal)

Organization is a set of people working together for accomplishment of a common objective. The role adn responsibilities are stated clearly without any ambiguity. The positions occupied by different individuals are presented in the form of resources. An organization structure consist of activities such as task allocation, coordination and supervision, which are directed towards the achivement of organization aims. It ca also be considered as the viewing glass or perspective through which individuals see their organization and its environment. An organization can be structure in many different ways, depending on their objective. The structure of an organization will determine the modes in which it operates and performs. Organizational structure allows the expressed allocation of responsibilities for different entities such as the branch, department, workgroup, and individual. Organization structure affects organizational action in two big way. First , it provided the foundation on which standard operating procedures and routines rest. Second, it determines which individuals get to participate in which decision-making processes.
Presidenr
Vice President
Marketing Manager
HR Manager
Category Manager
Finance Manager
Operation Head
Marketing Head
HR Head
Category Head
Fig.3.5
Finance Head
Store Manager
49
Store Structure
The store structure of a retail store will vary by the size and type of the business. Most tasks involved with operating a retail business will be the same. However, small or independent retail stores may combine many sectors together under one division, while larger stores create various divisions for each particular function along with many layers of management. For example, the small specialty shop may have all of its employees under one category called Store Operations. A large department store may have a complete staff consisting of a manager, assistant manager and sales associates for its Sporting Goods department, Home and Garden, Bed and Bath, and each additional department. In order to define the store's organization, start by specifying all tasks that need to be performed. Then divide those responsibilities among various individuals or channels. Group and classify each task into a job with a title and description. The final step is todevelop an organizational chart.
50
Store Manager
Assist Store Manager Dept Manager Assist DM team leader team member Human Resource assistent HR Visual Merchandise Cashing Dept Cashier Marketing
CDC (Customer Service desk)
Administration
Info Tech
Maitanance House keeping
Security
Fig.3.6
51
3.4 CUSTOMER BUYING DETERMINANTS:

Customers satisfaction with a product depends upon how well the product performance lives up to customer expectation. It is a key influence on future buying behavior. Consumers make many buying decisions every day. Most large companies research Consumers buying decisions in great details to consumer questions about what customer buy, where customer buy, how and how much they buy, why they buy. It is very easy to get the answer to first three questions. but finding way they buy is very difficult because it require studying deep the Consumer behaviour.The model of the customer buying behavior answer the question affecting buying behavior of the customers. Consumers make many buying decisions every day. Most large companies reaserch consumer buying decision in grat details to answer question about what cinsumer buy, where they buy, how and ho
They are every where on the T.V. hoarding, posters and print media. Brands while proclasiming their positive qualities pull down those of their rivals. Intagible assets such as brands, patents and know now have become incrasingly dominats elements of company value. Brand are widely recognized as corporate assets but have been historically evaluated on non financial attributes like awareness, recognition.
52
Demographic Analysis- Age

Male % 35.33 24.55 23.95 16.16 100 Female % 40.6 25.56 18.04 15.79 100
Age 18-20 21-26 26-30 Above 30 Total
No. 59 41 40 27 167
No. 54 34 24 21 133
Age
45 40 35
Percentage
30 25 20 35.33 15 10 5 0 18-20 21-26 26-30 Above 30 24.55 25.56 23.95 18.04 16.16 15.79 40.6 Male Female
Fig.3.7
ANALYSIS:
From the survey, from 300 respondents, gave response Male is 35.33% & Female is 40.60% of them 18-20 year., and gave preference Male is 24.55% & Female is 25.56% of them 21-26 year., and gave preference Male is 23.95% & Female is 18.04% of them 2630 year., and gave preference Male is 16.16% & Female is 15.79% of them Above 30 year.
INTERPRETATION:
Majority of the Male and Female customers are gave response for 18-20 year, means his prefer to store and
53
OCCUPATION:
Male Female No. 53 59 21 133 % 39.85 44.36 15.79 100
Occupation Student Employed Self Employee Total
No. 73 68 26 167
% 43.71 40.72 15.57 100
Occupation
50 45 40 35 30 25 20 15 10 5 0 Student Employed Self Employee 15.57 15.79 43.71 39.85 40.72 44.36 Male Female
Percentage
Fig.3.8
ANALYSIS:
From the survey, from 300 respondents, gave response Male is 43.71% & Female is 39.85% of them Student., and gave preference Male is 40.72% & Female is 44.36% of them Employed., and gave preference Male is 15.57% & Female is 15.79% of them Self employee.
INTERPRETATION:
Majority of the male customers are give response to Student & Female customer are gave response to employed. We can also interpret that some boys are like visited to store. Because some boys are purchase a sport equipment (ball, bats, helmets, hoops, goals, etc.), & jeans-T-shirt. Majority female are purchase a household items, jewel mart.
54
Family Member
Male No. 21 83 39 24 167 Female No. 16 48 47 22 133
Member 0-2 2-4 4-6 More thane 6 Total
% 12.57 49.7 14.37 23.35 100
% 12.03 36.09 35.33 16.54 100
Family Members
60 50
Percentage
40 30 49.7 20 10 12.57 12.03 0 0--2 2--4 4--6 More thane 6 36.09 14.37 35.33 23.35 16.54 Male Female
Fig.3.9
ANALYSIS:
From the survey, from 300 respondents, gave response Male is 12.57% & Female is 12.03% of them 0-2 member, and gave preference Male is 49.70% & Female is 36.09% of them 2-4 member, and gave preference Male is 14.37% & Female is 35.33% of them 4-6 member, and gave preference Male 23.35% & Female 16.54% of them More than 6 member.
INTERPRETATION:
Majority of the male & female customers are given response for 2-4 family member. We can also interpret that mostly customer are not visited a store in more thane 6 family member.
55
Visit a store.
Time Daily Weekly Monthly Yearly Total No. 37 119 133 11 300 % 12.33 39.67 44.33 3.67 100
Visit a Store
3.67% 12.33%
44.33% 39.67%
Daily Weekly Monthly Yearly
Fig.3.10
ANALYSIS:
From the survey, from 300 respondents, gave response Daily is 12.33% & Weekly is 39.67 & Monthly is 44.33% and Yearly 3.67%.
INTRPRETATION:
Majority of the customers are give preference to store visited monthly. We can also interpret that some of the customer visited weekly and monthly basis for purchase their requirements.
56
Expense shopping.
Amount Below 1000 1000-2000 2000-5000 More thane 5000 Total No. 68 60 114 58 300 % 22.67 20 38 19.33 100
Expense in Shopping
19.33% 22.67%
Below 1000 20% 38% 1000-2000 2000-5000 More thane 5000
Fig.3.11
ANALYSIS:
From the survey, from 300 respondents, gave response for monthly expense while shopping to Below Rs.1000 is 22.67% & Rs.1000-2000 is 20% & Rs.2000-5000 is 38% and more thane Rs.5000 is 19.33%.
INTERPRETATION:
We interpret that most of the customers purchase goods in bulk which leads them to spend a lot. Volume sales are high in store. Customers tend to purchase more goods from store as it provides goods at a discounted rate. Probably those persons who spend more
57
in a visit to store are purchasing on a monthly basis. Those customers who are spending very less money that is below Rs 1000 are mostly coming in just to move around store and spend time. In the process they used to spend money on food items and also purchase some products while roaming in it. Impulse buying behavior of customers comes in to play to a large extent. More discounts shall be provided to people who does bulk purchase. This will encourage people to purchase more products.
58
Section of the store like the most.

No. Food House hold Kids Jewel mart Total 102 73 81 44 300 % 34 24.33333 27 14.66667 100
Section of Store
14.67% 34% Food House hold Kids Jewel mart 24.33%
27%
Fig.3.12
ANALYSIS:
From the survey, from 300 respondents, gave response for which section like of the store to 34% of them Food, & 24.33% of them House Hold, & 27% of them kids, & 14.67% of them Jewel mart.
INTERPRETATION:
Majority of the customers are give response for food items section of the store like the most. We are also interpret that some of the products brand are pre decided in advance and for some of the products customers dont at all pre decide any brand. As per food items are concerned customers pre decide the brand as many branded products are available in the store. And some people are dont like purchase jewel mart from the store.
59
CONCLUSION
Big Bazaar & D-Mart are a major shopping complex for todays customers. It is a place where customers find variety of products at a reasonable price. Big Bazaar & D-Mart has a good reputation of itself in the market. It has positioned itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around Big Bazaar & D-Mart. Volume sales always take place in Big Bazaar & D-Mart. Impulse buying behavior of customers comes in to play most of the times in Big Bazaar & D-Mart.
Big Bazaar & D-Mart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through out the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with Big Bazaar & D-Mart. As of now there are 34 Big Bazaar & D-Marts in different cities of India, it seems that there is a vast growth of Big Bazaar & DMart lying as customers demand; increasing for Big Bazaar & D-Marts. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas wide range is available under one roof. In Delhi it is the middle class people who mostly do marketing from Big Bazaar & D-Mart. Even most of the people do their monthly shopping from Big Bazaar & D-Mart. People not only visit Big Bazaar & D-Mart to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to move around Big Bazaar & D-Mart whether it is for shopping purpose or for outing purpose. Grocery, apparels and food items are the products which are demanded most by the customers of Ahmedabad in Big Bazaar & D-Mart. The major drawback of Big Bazaar & D-Mart is that it lacks in providing enough parking space for their customers. This may discourage the customers to come to Big Bazaar & D-Mart and shop as they face difficulty in parking their vehicles. Even though some customers say that they dont feel problem in parking their vehicle, it is because of the parking space available to them by the mall. As it is surveyed it seems that the biggest competitors of Big Bazaar & D-Mart
60
are the kirana stores, discounted specialty stores like Vishal mega mart, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
GENDER
45.33%
55.66% Male Female
Fig.4.1
INTERPRETATION:
Majority of Male customer gave response to Big Bazaar. We can also interpret that bigbazaar is wide range availability of product and varieties of different brand.
61
Reason for coming to the store 1

Value for money Discount 35.33% Saving of time 39%
2
Discount 32% 29% Wide product range available Brand consciousness
38.33%
26.33%
3
Discount 24.67% 41.33% Brand consciousness 34.00% Saving of time
Fig.4.2
INTERPRETATION:
Majority of the customers are gave response for saving to the time is the most reason for coming to the store. We can also interpret that availability of product save the time of customer. Customer get all the product like food, cloths, stationary are available in store. So whatever they want to purchase they get in store and not going to different shop which are located in different places.
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Reason it's an Big-Bazaar
52%
48% Wide range of products Varieties of differnt brand
Fig.4.3
INTREPRETATION:
Majority of the customers are give response for why big bazaar called big bazaar? we are also interpret that big-bazaar is offer the widest range of product with the varieties of different brand. Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the countrys most admired retailer award in value retailing and food retailing segment at the India Retail Forum
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CHAPTER 1

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

1.1 INTRODUCTION OF PROJECT

1.2 Why has this industry/topic been selected?

1.3 RESEARCH OBJECTIVE

To analyse product mix.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

1.4 INTRODUCTION TO THE TOPIC: Big Bazaar Store

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Future Group Manifesto

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Departments with their Products

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

1.5 INTRODUCTION OF D-MART STORE:

Avenue Super Marts Ltd.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Mumbai Navi Mumbai Thane

Pune Solapur Sangli

Ahmedabad Rajkot Baroda Surat

Anand Amravati Kolhapur

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

D-Mart ofeers a wide selections of products in the following categories:

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

1.6 Research Methodology:

1.7 Data Collections Methods:

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

CHAPTER-2 Marketing Mix

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

2.1 Definition of Marketing mix.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

41.33% 58.67% Big-Bazaar D-Mart

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

2.2 4ps of Big Bazaar & D-Mart

Purchasing Product in Store

Big-Bazaar D-mart Both None

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Choose the product from the store.

60% 50% 40% 30% 20% 10% 0%

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Choose the product from the store.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Pricing: Unexpected offers

No. Yes No Total 178 122 300

% 59.33333 40.66667 100

40.67% 59.33% Yes No

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Value Pricing (EDLP - Every Day Low pricing):

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

No. Yes No Total 218 82 300

% 72.66667 27.33333 100

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

B.P.COLLAGE OF BUSINESS ADMINISTRATION/ TY BBA-SEM VI.

Promotion: Choose factor for most while purchasing.

Factor Offer Service Quality Availability Products Total

% 40.34 17.05 32.39 10.23 100