PROJECT REPORT

on

Demographic Study Of Customers visiting Big Bazaar, Himalaya mall, Ahmedabad

Submitted By
Jyot Patel - 121127

Submitted To
Dr. Sapna Prashar

C ONTENT
Introduction: .................................................................................................................................................................... 3 Company Background ................................................................................................................. 3 Rationale.......................................................................................................................................................................... 3 Benefits of Study ........................................................................................................................................................... 3 Research Objectives .................................................................................................................................................... 3 Research Methodology ............................................................................................................................................... 4 Research Method ........................................................................................................................ 4 Data collection Method ................................................................................................................ 4 Secondary Data ........................................................................................................................ 4 Primary Data ............................................................................................................................ 5 Sampling Plan.............................................................................................................................. 5 Sample Size ............................................................................................................................ 5 Data Analysis ..6 Conclusions ................................................................................................................................................................. 12 Annexture ..................................................................................................................................................................... 12 Bibliography & References ..................................................................................................................................... 16

2|Page

I NTRODUCTION
COMPANY BACKGROUND Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores across 90 cities and towns in India covering around 16 million sq.ft. of retail space. 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. Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer a wide variety of household items including retail apparels, food products, general merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and entertainment sections. The hypermarket chain crossed the 100 store mark in 2008. Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, eZONE, HomeTown, futurebazaar.com, and KB's Fair Price, apart from Big Bazaar.

R ATION ALE
The rationale behind the study is to understand the consumers visiting the store frequently. By understanding these behaviour and type of consumer by segmenting them into various consumer types, it can help bigbazaar Himalaya mall Ahmedabad to better select the assortment, manage advertising and promotions effectively and create more repeat purchases and visits to store.

B ENEFI TS

OF

S TUDY

Help design the Communication plan for managers at Big Bazaar Target the consumers which spends more at the store and better fulfil their needs Effectively manage promotions and various schemes and level of customer service Understanding consumer behaviour in general will help decide on what products to store.

R ESE ARCH O BJECTI VES

3|Page

Below research objectives are to be accomplished by the end of the study : Most visiting age group of people including gender study Most widely seen Consumer Behaviour and Traits of visitors Latent or Unfulfilled needs of consumers Income-wise distribution of visitors

R ESE ARCH M ETHODOLOGY

Research will be done as shown below:

Descriptive: Data collection in terms of questionnaire will be helpful in collecting the customer information and understanding the demographics of people visiting the store.

Observatory : To understand the consumer buying behavior, well track the consumers and their purchases. Also, covertly listening to their discussions will be the part of the study. Due care will be taken not to breach the privacy level of customers.

RESEARCH METHOD The study uses the Observation method and a questionnaire as a tool to collect data and then hypothesis testing to draw inferences in order to analyze the perception of customers.

D AT A C O L L E C T I O N M E T H O D SECONDARY DATA 4|Page

Secondary data will be collected via various sources on internet and e-journals available in the library.

PRIMARY DATA A well structured questionnaire will be used to collect the

income,age,gender,profession data.

RESEARCH INSTRUMENTS

Visitors will be asked to fill up the designed questionnaires carefully. The questionnaire will start with warm up questions & explore the purpose of their visit. At the end, I will collect respondent name & contact number so as to verify or clarify any further anomaly.

S AM P L I N G P L A N S AM P L E S I Z E QUANTITATIVE DATA : 50 CUSTOMERS

QUALITATIVE DATA : 30 CUSTOMERS

Data Analysis
Survey Statistics Questionnaire Title : Demographic Study of Himalaya Mall, Big Bazaar No Of Questionnaires : 1 5|Page

Sections of Questionnaire : 3 o o o General Visited Himalaya Mall Visited Big Bazaar

Questionnaire Link : https://docs.google.com/forms/d/1CDoFpi3mMzh0qbfRyujKMsy5pFh8ur9gLMZ1OxVsvg/viewform Respondent Analysis

Comments : It is evident that most visitors visiting Himalaya Mall are Male and Female comprises less proportion than Males. Not necessarily in the above ratio.

Comments : Most Himala Mall Visitors were Highly Educated and Only 5% of them were school students. This implies high awareness and better decision making ability of audience.

Interpretation of Himalaya Mall Visitors

6|Page

Comments : Most audience resided far from Himalaya Mall. This shows that Himalaya has become a Tourist spot where people dont come to shop, but instead come to enjoy the surroundings and end up shopping in some cases.

Comments : Visitors have better receptibility towards English & Hindi Hoardings and Advertisements.

Comments : People having income more than 300000 forms only 13%of the population and hence purchase capability of people can be estimated as Medium to Low.

7|Page

Comments : Only 3% of people come from Rural Area. Most of them are from Urban area and must be following Urban lifestyle.

Comments : 88% of the stores have visited BigBazaar, which shows that BigBazaar is an anchor store of the Himalaya Mall.

8|Page

Analysis Of BigBazaar Visitors

Comments : 61 % People spend between 500-3000 Rs when visited BigBazaar. Average Purchase amount estimated is 1194.5 (=1100). This level can be helpful while deciding Discount Level or Deciding Loyalty Program Scheme Details.

Comments : Most consumers make their choices in 1 or maximum 2 visits as shown in the graph. May be due to hectic and time stressed lifestyle of urban area..!!

Shopper Behaviour Analysis Big Bazaar

9|Page

Comments : Most people are receptive to New Trends in the fashion industry and hence stores need to be updated every quarter for latest trends to keep pace with audience.

Comments : 68% people look for NEW products and hence give more emphasis to CHANGE in their looks and apparels.

Comments : 64% people look towards Value for Money products. This fact is useful while designing the advertising programs.

Comments : Not many of them are opinion seekers of their family and can be termed as individualistic shoppers. Sales persons can easily influence such shoppers by satisfying their ego.

10 | P a g e

Comments : 68% people look shopping as a FUN activity and hence retailers need to add a fun element to provide better services to customers.

Comments : Brand preference is 50% and hence assortment mix has to be 50% Branded products and 50% Private labels/Generics.

Comments : Most of them were not aggressive people and hence more of personal selling is possible.

Comments : Not many of them consider themselves as Top of the world persons and this fantasy can be helpful while considering the purchase.

Conclusions
11 | P a g e

National Brands vs Private Labels Mix : 50-50 is optimal. Apparel shops should train their sales staff well due to more personal selling opportunities and making feel customers top of the world is the key. Most customers will be interested in NEW products and hence, 70% of Merchandise mix should be New Products. FUN element can add to store loyalty and increased purchase levels. Loyalty Card points should be given only for purchase levels greater than 1000 (i.e. 500 points for 1500) . As it is the average level of purchase for consumers. Big Bazaar proved to be an Anchor Store as obvious.

Annexture : Questionnaire

12 | P a g e

13 | P a g e

14 | P a g e

15 | P a g e

Bibliography and References

Cannon, H. & Yaprak, A. (2002). Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behavior. Journal of International Marketing, 10(4), 30-53 Rosa-Diaz, I. (2004). Price knowledge: effects of consumers attitudes towards prices, demographics, and sociocultural characteristics. The Journal of Product and Brand Management, 13(6), 406 http://fyi.uwex.edu/downtown-market-analysis/understanding-themarket/demographics-and-lifestyle-analysis/ http://www.questionpro.com/survey-templates?categoryID=9&mode=1 http://www.retailattractions.com/Services/Demographic_Analysis.aspx http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=35197 http://go.euromonitor.com

16 | P a g e