Professional Documents
Culture Documents
PROJECT ON
MARKETING STRATEGIS OF BIG-BAZAAR
&
CONSUMERS SATISFACTION IN BIG-BAZAAR
(AVANI MALL)
POWERED BY
FUTURE GROUP
RAJARHAAT NEW-TOWN, KOLKATA, W.B
JUNE-AUGUST 2012
UNDER GUIDENCE
OF
SUBHODEEP PAUL (FUTURE GROUP ZONAL OFFICE, KOLKATA)
ANIRBAN KUNDU (FUTURE GROUP ZONAL OFFICE, KOLKATA)
AND
PROFESSOR SOURAV BHATTACHARYA (BSM BARASAT, KOLKATA)
SUBMITTED BY
ARKABRATA BANDYAPADHYAY
rd
INDEX
2. Company Profile
1
History
Operations
Time Line
1 of Literature
3. Review
Meaning of Marketing
2
3
4
5
6
7
8
07-11
Importance of Marketing
Retail Marketing
Marketing Mix
Marketing Mix of BB
Consumers Satisfaction
Expectation & Consumers Satisfaction
Objective of Consumers Satisfaction surveying program
11
Loyalty Program of BB
10-29
4. Research
1
Methodology
Sources of Data for Marketing Strategies
2
30-33
Research Objectives
1
5. Data
Analysis
Data description for Marketing Strategies
1
Marketing mix analysis of BB
2
Marketing Strategies analysis of BB
3
IMC
4
IMC components of BB
5
Importance of IMC for BB
2
34-58
1
2
3
59-62
63-65
8. Limitations
66
9. Bibliography
66
ACKNOWLEDGEMENT
I owe a great many thanks to a great many people who helped and supported me during my project paper.
My deepest thanks to the Professor Sourav Bhattacharya, Anirban Kundu and Subhodeep Paul for guiding
me with attention and care to accomplished this project beautifully. They are taken pain to go through the
project and make necessary correction as and when needed.
I express my thanks to the Dean of BSM, Barasat, West.Bengal for extending his support.
We would also thanks to my all faculty members, non-teaching stuff of BSM, Barasat, West.Bengal.
without whom this project would have been a distant reality. We also extend our heartfelt thanks to our
family, our friends and well wishers.
ArkaBrata Bandyapadhyay
DECLARATION
I HERE BY DECLARE THAT THIS DISSERTATION REPORT ON CONSUMERS SATISFACTION IN
BIG-BAZAAR SUBMITTED BY ME IS OF MY OWN AND NOT SUBMITTED TO ANY OTHER
INSTITUTION OR PUBLISHED ANY WHERE ELSE.
Signature: ___________________________________________________
Date: _______________________________________________________
Place: _______________________________________________________
[I] INTRODUCTION
RETAIL INDUSTRY IN INDIA
ABSTRACT:
The Retail bazaar in India is booming beyond everyones expectation. The Indian Retail sector has
caught the worlds imagination in the last few years. Indias retail growth was largely driven by
increasing disposable incomes, favorable demographics, changing lifestyles, growth of the middle
class segment and a high potential for penetration into urban and rural markets. The organized retail
sector accounts for 5 % which is expected to grow to 10 % by the end of 2011. A
number of large corporate houses like Aditya Birla , Bharti , Reliance ,Pantaloons ,Vishal ,Tata Retail,
RPG, Raheja's and Piramals's have diversified to add retail to their sector portfolio. This study
revolves around the opportunities and challenges faced by organized retail players in India. It
was found that organized retailers see competition from the unorganized sector as their
biggest challenge, followed by competition between organized retailers and the inefficiency of
distribution channels, internal logistical problem and retail shrinkage.
Organized retail chains comprise only 3% of the Indian market. Rest 97% market is comprised of momand pop type shops. Now the number of organized retail stores is gradually increasing. According to
ETIG (Economic Times Intelligence Group), the size of the organized retail industry was about Rs. 160
billion in 2001-02. In 2005 budget Government has allowed 26% Foreign Direct footwear, furniture and
furnishing, catering services, jewellery and watches, books, music and gifts, mobile handsets and
others.Investment (FDI) in the retail sector. Organized retailing is on continuous increase of its market
share from the past. Retailing can be categorized as of different sectors like food and groceries, clothing
and textiles, consumer durables, footwear, furniture and furnishing, catering services, jewellery and
watches, books, music and gifts, mobile handsets and others.
Page 2 of 67
(Source http://rmagine.wordpress.com/author/rmagine/)
Page 3 of 67
Page 4 of 67
Opportunities:
1) Increasing urban population-more
participants in retail revolution.
2) Increase in consuming middle class
population.
3) Social factors, like dual household income
has enhanced spending power.
4) Spends moving towards lifestyle products
and esteem enhancing products.
5) Average grocery spends at 42% of monthly
spends-presents a huge opportunity.
6)
Weaknesses:
1) Shortage of quality retail spaces at affordable
rates.
2) Government regulations on development of
real estate(Urban Land Ceiling Act)
3) Need to provide Value for Money-squeezing
margins
4) Lack of industry status.
5) Retail revolution restricted to 250 million
people due to monolithic urban-rural divide.
6) Lack of huge investments for expansion
Threats:
1) Rising lease/rental costs affecting project
viability.
2) Poor monsoons and low GDP Growth could
affect consumer spending drastically.
3) Archaic labor laws are a hindrance to
providing 24/7 shopping experience.
4) Personalized service offered by Kirana stores.
5) Unavailability of qualified personnel to
support exponential growth in retail.
6) Differentiate taxation laws hindering expansion.
Page 5 of
67
Malls:
Mall is largest form of organized retailing today. Located mainly in metro cities, in proximity to
urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, Pyramid, Pantaloon, Big Bazaar.
Specialty Stores:
Focusing on specific market segments and have established themselves strongly in their
sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M are a couple of examples.
Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP through
selling in bulk reaching economies of scale or excess stock left over at the season. The
product category can range from a variety of perishable/ non perishable goods. Discount
Circuit is one such example.
Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further
they are classified into localized departments such as clothing, toys, home, groceries, etc.
Hyper marts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as Supermarkets. These
are located in or near residential high streets. These stores today contribute to 30% of all food &
grocery organized retail sales. Super Markets can further be classified into mini supermarkets
typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of 3,500 sq ft to 5,000
sq ft. having a strong focus on food & grocery and personal sales.
Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They stock a
limited range of high-turnover convenience products and are usually open for extended periods
during the day, seven days a week. Prices are slightly higher due to the convenience premium.
MBOs:
Multi Brand outlets, also known as Category Killers, offer several brands across a single
product category. These usually do well in busy market places and Metros.
E-trailers:
Retailers providing online buying and selling of products and services.
Page 6 of 67
Big Bazaar is a chain of hypermarket 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 is part of Future Group, which also owns the Central Hypermarket, Brand Factory,
Pantaloons, eZONE, HomeTown, futurebazaar.com, KB's Fair Price to name a few and is owned through
a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian stock exchanges.
History
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore,
Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 161 Big Bazaar stores in
90 cities and towns across India.
Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail
India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics,
accessory and general merchandise, over the years Big Bazaar has included a wide range of products and
service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was from
Saravana Stores, a local store in T. Nagar, Chennai
Page 7 of 67
The stores are customized to provide the feel of mandis and melas while offering the modern retail
features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big
Bazaar is popularly known as the "Indian Wal-Mart".
On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new
logo with a new tag line: Naye India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha Kahin
Nahin'.
Electronics
11
Children Accessories
12
Crockery.
Operations
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as
within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily
by fashion and food products.
Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present
within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around
2
50,000 square feet (4,600 m ) of retail space. While the larger metropolises have Big Bazaar Family
2
2
centers measuring between 75,000 square feet (7,000 m ) and 160,000 square feet (15,000 m ), Big
2
Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m ).
Big Bazaar has the facility to purchase products online through its official web page, and offers free
shipping on some of their products
Page 8 of 67
Time Line
2001
1
2002
2
Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad.
Big Bazaar - ICICI Bank Card is launched.
3Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix
2003
1
2
Big Bazaar enters Tier II cities with the launch of the store in Nagpur
Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon.
2004
3
Big Bazaar
wins
its first
award
and national
Big Bazaar
and Food
awarded the countrys
most
admired
retailer
award
in value
retailingrecognition.
and food retailing
segment
at theBazaar
India Retail
Forum
4A
day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single
day
2005
1
Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur
2
3 Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to
exchange
at Big Bazaar
Bazaar are launched
Electronichousehold
Bazaar andjunk
Furniture
4Big
Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its loyal
customers.
2006
1
2
Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The
Sangli farmer becomes Big Bazaars largest ever customer.
Big Bazaar launches Shakti, Indias first credit card program tailored for housewives
Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal
Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India Fund
4Pantaloon
wins
theand
International
US-based
Retail
Federation
conventionRetail
in New
York
Emerging Retailer
Retailer of
of the
the Year
Year at
award
at the National
World Retail
Congress
held
in Barcelona.
Page 9 of 67
2008
1
2
3
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 dons a new look with a fresh new section, Fashion@Big Bazaar
Big
Bazaar
joins
the latest
leaguePitch-IMRB
of Indias Business
Super
brands. It is voted among the top ten service brands
in the
country
in the
international
survey
4Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provide exceptional deals on
groceries and food items during the first week of every month.
2009
1
2
3
4
5
Big
Bazaar
initiates
Annasantarpane
program at its stores in South India a unique initiative to offer
meals
to visitors
and Maha
support
local social organizations
Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India
Mahendra Singh Dhoni and Asin, youth icons of India, were chosen as the brand ambassadors of Big Bazaar
Big Bazaar announced the launch of 'The Great Exchange Offer'
6Formed
a joint venture with Hidesign to launch Holii, a new brand of handbags, laptop bags and other
accessories.
2010
1
Future
Retail
formed
as aand
specialized
subsidiary to spearhead the groups value retail
businessValue
through
BigLimited
Bazaar, is
Food
Bazaar
other formats.
2
Big Bazaar wins
CNBC Awaaz
Awards for the third consecutive year. Adjudged the
Most
&Consumer
Beverage
Most Preferred
Preferred Multi
Multi Brand
Brand Food
One Stop
Shop Chain, Most Preferred Multi Brand Retail Outlet and
3
4
5
6
Big Bazaar
30,000
small and medium Indian manufacturers and entrepreneurs with around
200
million connects
customersover
visiting
its stores
Big Bazaar opens its third store in Kanpur at Z Square Mall
Big Bazaar opens its fourth store in Kanpur at Jajmau which is the largest leather tannery garrison of Asia
Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge exercise
Big Bazaar
forays into the rural wholesale and distribution business through Aadhaar Wholesale store at
Kalol,
Gujarat.
Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar.
200th store opened in India
Future Group has launched its latest venture, Foodhall a premium food destination across 10 metros in India
5For the convenience of the online customers, Big Bazaar has started free shipping on all orders above Rs.
1000
Page 10 of 67
1Entered into an agreement with Hindustan Unilever to co-develop and co-brand bakery products, which
would be sold exclusively at Big Bazaar stores.
2012
2
Solutions foroffices,
IT infrastructure
services that support Future Group's network of stores,
warehouses,
and data centers.
Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India.
3Big Bazaar is planning to add further value to its retail services by offering Value added services like
grinding, de-seeding, vegetables cutting at free of cost.
Values
Indianness: Confidence in ourselves.
Leadership: To be a leader, both in thought and
business.
Respect & Humility: To respect every
Page 11 of 67
[61]
1.
Review of Literature
Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large."
Marketing is a management process or social process or an effective communication through
which goods and services move from concept to the customer and companies create value for customers
and build strong customer relationships in order to capture value from customers in return, and also
identifying, anticipating and satisfying customer requirements profitably. It includes the coordination of
four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
For business to consumer marketing, it is "the process by which companies create value for customers
and build strong customer relationships, in order to capture value from customers in return". For business
to business marketing it is creating value, solutions, and relationships either short term or long term with
a company or brand. It generates the strategy that underlies sales techniques, business communication,
and business developments. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.
Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the
customer as the focus of its activities, marketing management is one of the major components of
business management. Marketing evolved to meet the stasis in developing new markets caused by
mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies
requires businesses to shift their focus from production to the perceived needs and wants of their
customers as the means of staying profitable.
As a philosophy, marketing is based on thinking about the business in terms of customer needs and
their satisfaction. Marketing differs from selling because
(in the words of Harvard Business
School's emeritus
professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks
and techniques of getting people to exchange their cash for your product. It is not concerned with
the values that the exchange is all about. And it does not, as marketing invariably does, view the
entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy
customer needs."
There is even more confusion about what constitutes "marketing." Marketing entails several functions
that include:
[*]Developing the products or services that customers want.
[*]Pricing the products or services correctly.
Page 12 of 67
2. IMPORTANCES OF MARKETING
1. Marketing communications creates "top of mind" awareness
All you have to do is watch TV for a few hours (and actually watch the commercials) to get a sense of
how repetition of the same message starts to creep into your subconscious mind. After you've seen 5
commercials for those cute, new VW's, you suddenly find yourself daydreaming about going car
shopping. After all, that Suburban IS almost 8 years old, and of course you want a vehicle that's more
fuel efficient! I know this isn't a manufacturing or industrial scenario, but trust me - the same underlying
psychological phenomenon occurs in the case of industrial marketing. An integrated marketing
communications plan that gets your messaging out to the right target audience, consistently and over
time, WILL eventually create the "top of mind" awareness for your product or service that turns a
prospect into a customer. Recognition and awareness for your company also make it much easier for your
sales staff to get someone on the phone or schedule an appointment. Companies like to do business with
companies they "know" and have positive perceptions of. Likewise, investors like to buy recognized
companies.
2. Preferred brands command a premium price - short and long-term
Go through a process of determining your company's unique value proposition, and then start
purposefully communicating that to the marketplace (promotion.) This is the only way you will create a
point of differentiation between you and your competitors. As your customers and the industries you sell
to begin to recognize your company (brand) as the preferred choice for a certain product or service, it
allows you to charge premium pricing. Not only does this boost sales in the "now," it creates a perception
in the minds of future investors that your business has more value than another one that claims to do the
same thing.
3. Happy customers not only send referrals, they create perceived value
Every sales person knows it, but businesses still hammer them to get out and develop "new" business: the
most powerful form of lead generation comes in the form of an existing happy customer. Happy
customers talk to other potential customers, even in the industrial world. I talk to manufacturers every
day that tell me a good percentage of their new business comes through referrals from satisfied
customers. It takes more than the experiences with your company to make a satisfied customer - one who
is willing to be an evangelist, of sorts. It also takes a marketing strategy that positions your company (in
the minds of your target audience) as the market leader in overall customer satisfaction and intimacy. It's
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67
part of the image you build around your brand - it's the magic result of well executed brand development
and marketing communications. Word of mouth praise for your company not only attracts more business,
it attracts potential investors that want to own a company with this kind of status.
4. Planned marketing communications create a system that can be replicated
I have clients that have their marketing communications planning and implementation down to a science.
A meeting in the Fall determines the focus for the following year's marcomm initiatives. Budgets are
allocated; tactics agreed upon; responsibilities delegated; and contracts negotiated. The result is
continued momentum in building brand awareness and credibility, and a rather flawless execution. This
process is one that can be documented and taught like a system. In any manufacturing or industrial
service company, documented processes lend to the overall impression of the business' stability and
value. If a potential buyer can see how they too could operate the systems within your company, even
after you are long gone, you'll be creating a more marketable asset. If you need to, hire an expert: but
start creating and documenting a marketing communications system that you can teach others to run and
remove yourself from the lead generation game.
5. Repeat revenue streams ensure a profit now and later
This really falls more into the other marketing functions than that of communications, but a smart
marketing strategy not only focuses on a company's core market and value proposition, it also finds ways
to build multiple channels for recurring revenue. Smart marketers (and business owners) look for ways to
diversify their offerings and especially in areas where repeat sales require little to no effort on the part of
the sales team. With the Internet, this is more possible than ever before; particularly if you sell a product
that is not custom engineered, or a service that can be easily classified without a lot of customization.
Recurring revenue, generated from an effective marketing strategy, and teamed with a stellar customer
service approach is a combination that is very attractive to a potential new owner.
6. Nothing lasts forever: marketing has to be a long-term investment
Here in Houston, where I live, getting into the "good ole' boy network" was the way an industrial
business succeeded in the last half of the 20'th century. Today's upper management is not concerned with
who you know and what clubs you belong to. They want to know how you're going to help them meet
their objectives and solve their problems. Relationships developed over time will get you so far; but what
about the increase in career moves and job-hopping? What happens when the person you developed a
relationship with moves to another company and isn't in a position to specify what you sell? What
happens when the person you developed a relationship with retires and is replaced with someone much
younger? What happens when YOU are ready to retire? Will there be someone there who can step into
your shoes and carry your company through that transition without losing customers?
The way to prevent a negative outcome in any of these scenarios is a consistent marketing
communications program. If you're keeping your company's name out there and building brand identity
and recognition, you have less of an educational process to deal with every time a new person is
introduced to your business. This also comes into play with young people just entering the work force.
The senior engineer at your top customer may love your product; the new hot shot engineer fresh out of
Page 14 of
67
college doesn't know anything about it - UNLESS they've already been exposed to it through Professors,
the Internet, trade publications, trade shows, etc. Consistent and persistent messaging, going to an
integrated mix of contact points with your customers and prospects, is an investment in your company's
long-term stability and value.
7. Employees who are "brand ambassadors" sell your company - to customers AND potential
buyers
Today, marketing is not just something you do "outside" of your company. If you truly want to create a
powerful image and value proposition for your business, the first group of people you have to convince
are your own employees. Internal brand integration is just as important as your external marketing
strategies. Every employee in your company should understand how their position contributes to the
promise your company makes to its customers and be motivated to carry it out. Understanding their
unique role in your company's brand promise is just the beginning; if you want brand ambassadors, you
need happy employees. An employee that feels appreciated and fairly compensated (and that doesn't
always equate to their salary) is much more likely to sing the praises of your company. I think it goes
without saying, this is good for business today as well as making an impression on a future investor. Who
wants to buy a company full of overworked, disgruntled employees?
Marketing IS a long term investment. You will not create a recognizable brand (name, image, reputation,
etc.) without it. You will not develop a stable, growing business without it. You will not beat the "lead
generation" game without it. You will not create "brand ambassadors" among your employees without it.
You will not create a company that has obvious value to a potential buyer without it. Marketing is
essential to the health and continuing prosperity of any business - including manufacturing and industrial
businesses. So what are you waiting for?
3. RETAIL MARKETING
Through the years retailing has evolved, competition has gotten stiff and therefore marketing has become
more integral in the direct selling of wares. From specialty mom-and-pop shop to mass-merchants, the
methods by which stores are getting their products into the hands of customers are evolving. Because
customers have more choices, stores have to reach them with advertising, entice them with promotions,
and secure them with brandinghence the ever-growing need for marketing in retail outlets.
Advertising
There are two main functions of advertisements: to sell more products, and to inform the customer.
Through newspaper, TV, radio and internet advertisements, retailers can inform their customers of the
sales, promotions and in-store events. Moreover, since the media is flooded with advertisements, the
ability to create a more eye-catching or attention-grabbing ad directly influences sales. Stores that
advertise--as opposed to those that dont--are kept at the top of their potential shoppers mind, which can
produce sales in the short and long term.
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In-Store Promotions
Stores use promotions to prompt impulse buying behavior. A shopper may not intend to buy a product,
but if there is a promotion, there is an incentive for immediate action. For example, a shopper may not
need another dress shirt, but might still buy one if it is on sale. Additionally, promotions can prompt
consumers to recall a product and thus instigate a purchase. Retailers also use promotional periods-corresponding with national holidays or well-know sales times--to sell off the previous seasons
merchandise. Promotional periods spike sales, and are a way retailers can reduce the loss of unsold
inventory.
In-Store Atmosphere and Customer Relations
Store design and consumer relationship marketing (CRM) directly affected the way customers purchase
and retain goods. Things like the atmosphere, music, store layout, sales help, and post-purchase support
can influence things like shopping time (the longer they shop, the more likely they are to buy), and how
gratified they feel with their purchase. The more content a buyer is with their shopping experience, the
more likely they are to buy merchandise, and the less likely they are to return it.
Branding Retail Outlets
It is necessary for retailers to develop their brand in order to stand out amongst the many other stores.
With local boutiques, specialty stores, department stores, mass-merchants and internet stores, customers
have more choices when it comes to buying. There is competition within each category, and competition
between categories. For example, a local boutique selling dress shirts is competing with other local
boutiques, and also with the mass-merchant who might be selling dress shirts at a cheaper price. It is
therefore necessary for the boutique to create a brand position that a customer can identify with, to keep
them loyal.
Private Labeling
Solidifying a retail brands private label is the apex of the retail marketing evolution--and the most recent
trend in high-end retailing. This is not a new concept for low- to mid-priced retail outlets, as everything
from food to raincoats have been put under their brand's name. But what's new is stores that build their
brand to the point where they can sell merchandise at a premium price. Doing so is more cost effective:
they can reduce the costs associated with buying other brand names, source cheaper goods from private
manufacturers and reap higher profits. As an added bonus, stores benefit from consumer loyalty to their
stores and their products.
Salespeople
Personal selling is a more direct approach to marketing. Retailers that sell higher-end products or
promote themselves as tops in service often employ more active sales personal. Companies that sell
higher-end products often have to rely on salespeople to help customers understand the benefits of paying
more for better value. Salespeople can also make add-on or cross-sales for more revenue.
product from its competitors), and is often synonymous with the four Ps: price, product, promotion, and
place; in recent times, however, the four Ps have been expanded to the seven Ps.
Pricing:
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based
on the following techniques:
1Value Pricing (EDLP Every Day Low pricing): Big Bazaar promises consumers the lowest
available price without coupon clipping, waiting for discount promotions, or comparison
shopping.
2Promotional 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).
3Differentiated 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.
Page 17 of 67
Place:
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 lakh sq ft.
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.
Promotion:
The various promotion schemes used at Big Bazaar include:
1Saal ke sabse saste 3 din
2Hafte ka sabse sasta din Wednesday bazaar
3Exchange Offers Junk swap offer
4Future card(3% discount)
5Shakti card
6Advertisement (print ad, TV ad, radio)
7Brand endorsement by M.S Dhoni and Asin
8Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside,
Shoppers stop and Lifestyle. They are:
9Keep West- aSide. Make a smart choice!
10
11
People:
1Well trained staff at stores to help people with their purchases
2Employ close to 10,000 people and employ around 500 more per month.
3Well-dressed staff improves the overall appearance of store.
4 Use scenario planning as a tool for quick decision making multiple counters for payment, staff at
store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere.
Process:
Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods.
When customers enter the stores they can add the products they which to purchase in their trolley from
Page 18 of 67
the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also
provides delivery of products over purchases of Rs. 1000.
Physical Evidence:
Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the
store which display similar kind of products. Throughout the store there are boards/written displays put
up which help in identifying the location of a product. Moreover boards are put up above the products
which give information about the products, its price and offers. Big Bazaar stores are normally U
shaped and well planned & designed.
Page 19 of 67
Because customer satisfaction is a subjective, non-quantitative state, measurement won't be exact and
will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding of the gap between
customer expectations and attribute performance perceptions.
There should be some connection between customer satisfaction measurement and bottom-line results.
Customer satisfaction is influenced by perceived quality of product and service attributes, features and
benefits, and is moderated by customer expectations regarding the product or service. Each of these
constructs that influence customer satisfaction need to be defined by the researcher.
example a motorcycle that sits in the garage, an unused year subscription to the local fitness
center/gym, or a little used season pass to a ski resort would produce more dissatisfaction with the
decision to purchase than with the actual product/service.
Page 21 of 67
Maha Bachat:
Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across
all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers
in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar catering to the entire needs of a consumer.
Page 22 of 67
Page 23 of 67
3.
Members can accumulate points at a faster rate irrespective of their payment mode
cash, credit/debit card, or cheques across all the enrolled partners.
4.
PAYBACK points earned by a member across the various partners in the network get
accumulated under the same membership account thus ensuring the member accumulates points at a
faster pace
5.
Accumulated points can be redeemed against an extensive reward catalogue with a
variety of rewards to choose from. The points can also be used as a payment option at many PAYBACK
partners.
2.
3.
4.
Example:
Registered DOB with PAYBACK 6th May 1985
Default PIN 0605
2.
Enter your 16-digit PAYBACK card number into the top right corner login box and click
Login.
3.
You will be taken to the registration page. Complete the registration form with your
personal details to register and use your PAYBACK account.
2.
3.
4.
16. What is the number of your Contact Center and what are their working hours?
PAYBACK Contact Center Number: 1860-258-5000
(Local call charges apply)
PAYBACK Contact Center is open from 10:00 AM to 9:00 PM.
In addition to the PAYBACK card, we also have partner branded cards. For more details please
visit our website.
Page 27 of 67
2. T24 Program
T24 will provide customers with a dual advantage all 24 hours of the dayShop More, Talk More and
Talk More, Shop More.
Shopping and talking on our mobile phones are among the two favorite activities for all of us in India.
With T24, we have been able to develop a unique customer value proposition that combines these
interests of the aspirational Indian. Customers will get shopping benefits for talking and talk-time
benefits each time they shop.
We believe that with our partners, Tata Teleservices Limited, we have been able to develop a
differentiated offering in the crowded telecom space and also increase the loyalty we enjoy among the
millions of customers who patronize our stores.
T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid customers on
Tata Teleservices Limiteds GSM network. In addition, customers will be rewarded with free talk-time
for every purchase at Future Group Stores starting at Rs.10 to a maximum of Rs.350. Plans will keep
evolving to offer ever-more attractive options to the customer.
Page 28 of 67
Additional Features
1 Improved & Easy Navigation in the stores.
2 There is a display board in the store where youll find different products in different places so that
finding products is no more problem for you.
3 Shopping accessories(trolley/baskets/bags) are always available in the store to make your
shopping so comfortable.
4 There are first-aid desk in the store.
5 Clean space for moving into the store.
6 All sales persons are very helpful & ready to help you always.
7 All cash counter (12-15) are always open. So you dont have to wait in front of the cash counter
for billing.
8 Moderate Environment in the store, like Music/Aroma, so that you can enjoy your shopping.
9 Wheel Chair available in the store for Handicapped & Pregnant women.
10 Tight Security system in the store. Emergency exit available.
11 Fire protected store (fire prevention equipments are implemented in the stores).
12 Drinking Water/Wash Room available for the consumers.
13 There are places where you can seat and enjoy food in the food court.
14 Varieties of foods are available in the food court.
Page 29 of 67
2.
There are two types of data we have collected: 1. Primary Data & 2. Secondary Data.
1Primary Data was collected from the feedback of the customers/consumers of Big Bazaar
with the help of questionnaire.
2Secondary Data was collected from Internet.
Research Objectives
1.
Primary Objectives:
1To identify performance of store operation.
2To understanding the buying behavior at Big Bazaar.
3To analyze how the merchandising mix influence consumer satisfaction level.
4To analyze how active Big Bazaars Marketing Strategies & hoe they attract customers.
5To understand how Big Bazaar convert Customers in Consumers.
2.
Secondary Objectives:
1To understand the quality of service maintained in the store.
2To determine the performance of sales persons in the store.
3To find out reasons of dis-satisfaction.
4To find out which means of communication plays a vital role to persuade customer.
Page 30 of 67
3. It will give information about Big Bazaars Marketing Strategies, Marketing Mix/Retail Mix.
4. Help us gain independent knowledge about the consumer perception of the outlets identified.
5. The study can help the companies get additional research information.
6. It facilitates evaluation of brand name and customer satisfaction.
18-28
Male
28-38
38-48
48-58
58-65
Female
3. What comes to your mind when you think about Big-Bazaar? (Options:
Discount/Product Variety/Brand/Quality/Offers/Others)
4. Do you feel you find different product variety in Big-Bazaar.(Options: Yes/No)
5. Do you find the specific brand that you look in the Big-Bazaar? (Options: Yes/No)
6. In which section you spend more time while shopping? (Options: Food-Bazaar/Apparels/KitchenSection/Electronics-Section/Children & Toys Section/Sports Section/Others).
Music Good/ok/Bad
Temperature - Good/ok/Bad
Lighting - Good/ok/Bad
Cleanliness- Good/ok/Bad.
10. How did you find the following qualities of our store staff?
1) Courteousness - Good/ok/Bad
2) Grooming - Good/ok/Bad
3) Efficiency & Knowledge - Good/ok/Bad
11. How would you rate the following in our Products?
1)
2)
3)
4)
Range - Good/ok/Bad
Prices - Good/ok/Bad
Quality - Good/ok/Bad
Availability - Good/ok/Bad.
12. How would you rate the Navigation (Ease of moving around the store) in our store?
(Options: Good/ok/Bad)
13. How would you rate the Product Display, Finding any Product & Signage in our store? (Options:
Good/ok/Bad)
Page 32 of 67
Page 33 of 67
Tasty Treat
Clean Mate
Sensei
Care Mate
Pricing
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based
on the following techniques:
1 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.
2 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).
3 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.
Page 34 of 67
Place
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 lakh sq ft.
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.
Promotion
The various promotion schemes used at Big Bazaar include:
1 Saal ke sabse saste 3 din
2
People
1 Well trained staff at stores to help people with their purchases
2
Employ close to 10,000 people and employ around 500 more per month.
4 Use scenario planning as a tool for quick decision making multiple counters for payment, staff at
store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere.
Process
Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods.
When customers enter the stores they can add the products they which to purchase in their trolley from
Page 35 of 67
the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also
provides delivery of products over purchases of Rs. 1000.
Physical Evidence
Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the
store which display similar kind of products. Throughout the store there are boards/written displays put
up which help in identifying the location of a product. Moreover boards are put up above the products
which give information about the products, its price and offers. Big Bazaar stores are normally U
shaped and well planned & designed.
TARGET AUDIENCE
1*
2*
3*
Big Bazaar targets higher and upper middle class & middle class customers.
The large and growing young working population is a preferred customer segment.
Targets specifically working women and home makers who are the primary decision makers.
BIG BAZAAR-USP
1*
2*
3*
4*
5*
6*
The Foundation - is based on a strategic understanding of the product and market. This includes
changes in technology, buyer attitudes and behavior and anticipated moves by competitors.
Theand
Corporate
- increasingly brands are seen as indivisible from the vision, capabilities,
personality
culture ofCulture
the corporation.
The Brand Focus - is the logo, corporate identity, tagline, style and core message of the
brand.
4
Consumer Experience - includes the design of the product and its packaging, the product
5 Communications Tools - includes all modes of advertising, direct marketing and online
communications including social media.
Page 37 of 67
Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and
customer relations management; public relations and sponsorship programs.
2 Integration Tools - software that enables the tracking of customer behavior and campaign
effectiveness. This includes customer relationship management (CRM) software, web analytics,
marketing automation and inbound marketing software.
3
5
wraps communications
around customers
and helps
them moveitsthrough
variousa
stages ofIMC
the buying
The organization
simultaneously
consolidates
image, the
develops
dialogue
and
nurturesprocess.
its relationship
with customers.
them fromcompetitive
powerful
the inevitable
advantage.
onslaught of competition. The ability to keep a customer for life is a
IMC also increases profits through increased effectiveness
Carefully
linked messages
also help buyers by giving timely reminders, updated information
and
special
presented
through
the offers
stageswhich,
of theirwhen
buying
processin a planned sequence, help them move comfortably
7
Finally,
saves
money
as itadvertising,
eliminates exhibitions
duplication and
in areas
as graphics and photography
since they
can beIMC
shared
and used
in say,
sales such
literature.
8 IMC also makes messages more consistent and therefore more credible. This reduces risk in the
mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of
brand comparisons.
Page 38 of 67
B.
Data
Desc
ripti
on
for
Cons
ume
rs
Satis
facti
on
Anal
ysis
No. of the respondents based on the age
Age
Total
Percentage
18-28
41
49.33%
28-38
67
21.33%
38-48
37
10.67%
48-58
39
12.00%
58-65
16
6.67%
Total
200
100%
28-38
38-48
48-58
58-65
Bar Diagram
age
18-28 28-38
20%
38-48 48-58
8%
19%
58-65
20%
33%
Pie Chart
Page 39 of 67
The age groups were identified as key factors impacting shopping and purchase decisions of
consumers. By analysing the responses to this question, I as, a researcher, as well as companies, can
identify the demographics of the population that visit retail outlets.
The highest number of respondents falls in the age group 28-38. It can be deduced that most of the
consumers who visit retail outlets regularly are the youth. The rest of the population who visit the retail
outlets under study can be listed in the following descending order of distribution the working age
group, the older age group, the middle age group, and senior citizens.
It is not surprising that the youth most frequent malls and retail stores. What is unexpected, however, is
the fact that more people who fall into the older age group visit the retail stores than those who fall in the
middle age group. Then again, this deduction cannot be applied to the entire population of Kolkata. The
disparity can be attributed to the small size of the sample under study.
Total
87
113
200
Percentage
43.5%
56.5%
100%
Female
43%
57%
Pie Chart
Page 40 of 67
120
100
80
60
40
20
0
Male
Female
Bar Diagram
Consumers were also asked to indicate their gender. The object of this question is to understand the
demographics of the population under study. By analysing the responses to this question, we, the
researchers, as well as companies, can identify the distribution in the number of men and women who
visit the retail outlets and appropriate decisions can be made keeping these numbers in mind.
The highest number of respondents were female, as is depicted by the graph and chart presented above.
The number of male respondents was less compared to the female respondents.
Two deductions can be made from the above data collected: one, more women visit retail outlets than
men. Two, more women are willing to fill out questionnaires and take a survey than men.
This can help the companies and researchers in undertaking future decisions and studies. Since more
women can be inferred to visit retail stores than men, companies can target their offerings and marketing
strategies in two areas. Retail outlets can appeal to the women customers by offering more products
geared especially towards women. They can provide a shopping experience that women are particularly
attracted to.
Another way that retail chains can use the above data is to appeal to the men rather than the women.
Since, fewer men visit retail stores as against women, the companies have a large base of potential
customers. By providing products that are geared towards men and by providing a shopping experience
that attracts men, the retail chains can expand their customer base.
Page 41 of 67
Yes
No
Total
148
52
200
74%
26%
100%
150
100
50
0
Yes
No
Every week
Once in 2 week
Once in 3 week
Once in a month
Total
22%
24%
16%
38%
100%
Shopping Frequency
Every
week
Once in 2
week
22%
38%
24%
16%
Once in 3
week
Once in a
month
Page 42 of 67
Consumers approached were asked about their frequency in visits to shops. The frequency points
furnished were: Every week, once in 2 week, once in 3 week and once in a month. By analysing the
responses to this question, we, the researchers, as well as companies, can identify the number of times a
customer is likely to shop in a months time.
The highest responses have been attributed to once a month shopping. It can be deduced that consumers
who shop only once a month look to buy groceries and other essentials to last them a month. Therefore,
retail outlets have tough customers in those who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting with new stores. Hence, to capture this
market, retail outlets must put in place strategies that attract them. Once they profess a liking to a certain
store, they turn out to be very loyal customers.
Consumers who shop once a week, on the other hand, pose very different challenges to retail stores. Such
customers can be presumed to have a high disposable income and may buy more lifestyle or fashion
products. Since they shop so frequently, they must continually be entertained and attracted to make repeat
purchases at stores. When targeting this segment, companies must be able to get new stock every week,
and update their marketing strategies continuously.
3. What comes to your mind when you think about
Discount/Product Variety/Brand/Quality/Offers/Others).
Discount
Product Variety
Brand
Quality
Offers
Others
Total
68
48
8
16
56
4
200
Big-Bazaar?
(Options:
34%
24%
4%
8%
28%
2%
100%
70
60
50
40
30
20
10
0
Page 43 of 67
We understood from analysis part why consumers choose big bazaar than other. Customers choose
Big-Bazaar because of Discount, Product Variety and Offers. This part helps researchers, how to
increase footfalls by providing betters services/Discount/Product Variety/Offers etc.
Yes
No
Total
66%
34%
100%
140
120
100
80
60
40
20
0
Yes
No
This analysis part shows us that maximum consumers were satisfied with variety of products.
5. Do you find the specific brand that you look in the Big-Bazaar? (Options: Yes/No).
74
126
200
Yes
No
Total
37%
63%
100%
150
100
50
0
Yes
No
Page 44 of 67
This analysis part show us that maximum customers were not satisfied with brand availability,
this part help researchers, how to satisfied consumers by providing more branded products.
6. In which section you spend more time while shopping? (Options: FoodBazaar/Apparels/Kitchen-Section/Electronics-Section/Children & Toys Section/Sports
Section/Others).
Food-Bazaar
Apparels
Kitchen-Section
Electronics-Section
Children & Toys Section
Sports Section
Others
Total
81
73
22
5
4
5
10
200
40.5%
36.5%
11%
2.5%
2%
2.5%
5%
100%
90
80
70
60
50
40
30
20
10
From this analysis part we can understand the popular section of big bazaar. Food Bazaar,
Apparels, Kitchen section is more popular while others sections are not so popular. Researchers
may use this analysis part to make popular those other section, and continuous improvements of
popular section to increase more footfalls and more satisfaction.
Page 45 of 67
Yes
No
Total
88%
12%
100%
200
150
100
50
0
Yes
No
This analysis part shows directly the consumers satisfaction level related to the Product or
Product Quality in Big-Bazaar. Result shows that maximum consumers are satisfied with
their product while 12% consumers are not satisfied.
8. Do you think this store has good parking facility? (Options: Yes/No).
149
51
200
Yes
No
Total
74.5%
25.5%
100%
160
140
120
100
80
60
40
20
0
Yes
No
Parking facility is an important one to attract customers and provide them full satisfaction while they
are in Big-Bazaar. Here we can see that maximum customers are satisfied with parking facility.
Page 46 of 67
122
48
30
200
61%
24%
15%
100%
About Music
Good
Ok
Bad
15%
24%
61%
b) Temperature - Good/ok/Bad.
119
56
25
200
Good
Ok
Bad
Total
59.5%
28%
12.5%
100%
About Temp.
Good
Ok
Bad
13%
28%
59%
Page 47 of 67
Lighting Good/ok/Ba
c) d.
Good
Ok
Bad
Total
171
20
9
200
85.5%
10%
4.5%
100%
About Lighting
Goo
d
10%
Ok
Bad
5%
85%
d) Cleanliness- Good/ok/Bad.
Good
Ok
Bad
Total
188
10
2
200
94%
5%
1%
100%
About Cleanliness
Good
Ok Bad
5% 1%
94%
The store ambience (stores music, temperature, cleanliness, and lighting) directly related to the customer
satisfaction. So that it is important to maintain store ambience as decently as the customers feel good
Page 48 of
67
while they are enjoying marketing in the store. Continuous monitoring and improving store ambience
attract more customers. Here maximum customers are satisfied and enjoying store ambience while
they are shopping in the Big-Bazaar.
10. How did you find the following qualities of our store staff?
1) Courteousness - Good/ok/Bad.
170
20
10
200
Good
Ok
Bad
Total
85%
10%
5%
100%
Courteousness
Good
10%
Ok
Bad
5%
85%
b) Grooming - Good/ok/Bad.
142
17
41
200
Good
Ok
Bad
Total
71%
8.5%
20.5%
100%
Chart Title
Good
8%
Ok
Bad
21%
71%
Page 49 of 67
116
40
44
200
58%
20%
22%
100%
Ok
Bad
22%
20% 58%
The stores stuffs always play an important role to customer while they are shopping in the Big-Bazaar.
So it is very important to maintain good qualities in store stuffs and also improving their skills as they are
more efficient and more helpful to the customers.
Good
Ok
Bad
Total
77.5%
12.5%
10%
100%
Product Range
Good
Ok
Bad
10%
13%
77%
Page 50 of 67
b) Prices - Good/ok/Bad.
Good
Ok
Bad
Total
156
23
21
200
78%
11.5%
10.5%
100%
Product Prices
Good
Ok
Bad
11%
11%
78%
c) Quality - Good/ok/Bad.
Good
Ok
Bad
Total
169
17
14
200
84.5%
8.5%
7%
100%
Product/Service Quality
Good
9%
Ok
Bad
7%
84%
Page 51 of
67
d) Availability - Good/ok/Bad.
Good
Ok
Bad
Total
168
28
4
200
84%
14%
2%
100%
Product Availibility
Good
14%
Ok
Bad
2%
84%
The Product range, Product quality, Product price and Product availability always play a significant
role to the customer satisfaction.
Here maximum consumers are satisfied with their Product range, Product quality, Product price and
Product availability, while some consumers less satisfied with this.
So it is important to maintain Product quality/availability/range as per customers needs.
Page 52 of 67
12. How would you rate the Navigation (Ease of moving around the store) in our store?
(Options: Good/ok/Bad).
144
38
18
200
Good
Ok
Bad
Total
72%
19%
9%
100%
In-Store Navigation
Good
Ok
Bad
9%
19%
72%
13. How would you rate the Product Display, Finding any Product & Signage in our store?
(Options: Good/ok/Bad).
Good
Ok
Bad
Total
94
53
53
200
47%
26.6%
26.5%
100%
In-Store Signage
Good
Ok
Bad
27% 47%
26%
In store navigation and store signage also play important role to satisfy customers while shopping
in the store.
Page 53 of 67
Here we can see that 72% customers are satisfied with in-store navigation while 47% customers
are satisfied with in-store signage.
Easy navigation and signage in the store helps customers to shop spontaneously in the store. So
always maintain easy and simple navigation and in-store signage into the store.
14. How would you rate the following in our store?
1) Cashier interaction - Good/ok/Bad.
128
36
34
200
Good
Ok
Bad
Total
64%
18%
17%
100%
Cashier Interaction
Good
Ok
Bad
17%
18%
65%
Good
Ok
Bad
Total
59%
22%
19%
100%
Cashier Speed
Good
Ok
Bad
19%
22%
59%
Page 54 of 67
166
29
5
200
83%
14.5%
2.5%
100%
Ok
Bad
3%
14%
83%
155
25
20
200
77.5%
12.5%
10%
100%
CSD
Good
Ok
Bad
10%
13%
77%
Page 55 of 67
Good
Ok
Bad
Total
72%
19%
9%
100%
Loyalty Program
Good
Ok
Bad
9%
19%
72%
Good
Ok
Bad
Total
71.5%
16%
12.5%
100%
Sales Persons
Good
Ok
Bad
13%
16%
71%
Page 56 of 67
The Cashiers, Sales persons, Check-out counter, Customer Service Desk, Loyalty Programs (Payback card
and T24 Mobile connection) all these are directly and in-directly related to the customer satisfaction.
Cashier interaction and cashier speed always play an important role for customers satisfaction as well as
CSD and Loyalty Programs also have the same importance to satisfy customers. Here maximum customers
are satisfied with the Cashiers, Sales Persons, Check-out counter, CSD, Loyalty Programs. So it is important
to maintain this thing and continuous monitoring this thing for more improved service.
Good
Ok
Bad
Total
82%
15%
3%
100%
Over-all Experience
Good
15%
Ok
Bad
3%
82%
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180
18
2
200
Sure
Maybe
90%
9%
1%
100%
Never
1%
9%
90%
This analysis part directly indicates the customers satisfaction level and most of them fully satisfied with
Big-Bazaar.
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geared especially towards women. They can provide a shopping experience that women are particularly
attracted to.
Another way that retail chains can use the above data is to appeal to the men rather than the women.
Since, fewer men visit retail stores as against women, the companies have a large base of potential
customers. By providing products that are geared towards men and by providing a shopping experience
that attracts men, the retail chains can expand their customer base.
This analysis part show us that maximum customers were not satisfied with brand availability, this part
help researchers, how to satisfied consumers by providing more branded products.
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2
3
Entertainment units & Kids zone should be provided in Retail stores in order to cater more
customers.
5
6
The after sales service of retail stores should be helpful & effective. This after sales service creates loyal
customers.
Major steps should be taken to stop shoplifting in retail stores, as it is one of the problematic characters for
leading & large size retails stores.
7 The retail stores should provide various kinds of loyalty rights in order to provide more customers.
Retail Stores should focus more on Store Ambience, Store Space & Selling Areas.
All the Retails Formats should have an effective Loyalty Program.
More focus on Direct Marketing should be given in order to attract more & more
customers.
4
loyal.
5
6
7
Better after sales service & customer service should be provided in order to make customers
8A proper proportion of Private & National Brands should be kept in Retail stores.
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2. Quality: Providing quality at low prices and having different types of products for different
income customers is another advantage.
3. Price: As noted the prices and offers in Big Bazaar have been one of the main attractions and
reasons for its popularity. The price ranges and the products offered are very satisfying to the
customers.
4. Location: The location of Big Bazaar has been mainly in the heart of the city or in the out skirts
giving a chance to both the City and the people living outside the city to shop.
5. Advertisements: Big bazaar has endorsed very popular figure like M S Dhoni and other famous
personalities which has attracted a lot of customers. This has resulted in increase of sale and the
outdoor advertising techniques have also helped Big Bazaar.
6. Middle class appeal: Considering the fact that there are a lot middle class families in India, Big
bazaar has had a huge impact on the middle class section of India, the prices, quality and sales
strategy has helped in getting the middle income groups getting attracted towards Big Bazaar.
7. Attractive sales: Big bazaar has been known for its great sale and great offers. Big bazaar has
had long lines of people waiting to get into the store for the sale. Therefore, the sales that Big
Bazaar has had has increased sales in a huge way due to the sales and offers, thus this has been
one of the main advantages of Big Bazaar.
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Disadvantages
1. Store layout: The store layout and the assortment of goods is not the best at Big Bazaar, as the
quantity of goods sold is more the arrangement and assortment of goods in the store is the
greatest. Hence at times customers find it hard to find what they require, this leads to
dissatisfaction of customers.
2. Lower quality of goods: As Big bazaar aims more toward the middle income group, the quality
of goods is not of the highest quality, and this is sometimes a disadvantage as some would prefer
better quality to the price, making customers to search for different places.
3. Does not appeal to the elite: As mentioned above, the main customers are middle income and a
few high income groups, The elite do not like to shop at Big Bazaar as the quality of goods is
lower and they would prefer a higher price and get a better brand, this decreases sales from the
elite class
4. Not acclaimed for very good service: Big Bazaar is not known for high class service. The staff
recruited is not very well trained and the billing queues take a long time to move, this irritates
customers which makes them visit the store more seldom
5. Lower quality of goods: As the store is trying to concentrate on the middle income group the
type of products used is not of the most superior quality and most of the times nor branded, this
may dissatisfy certain customers
6. Consumer satisfaction: Long queues and lower quality leads to dissatisfaction of customers. Due
to factors mentioned above Big Bazaar shoppers are not always satisfied, this is not a positive for
the store.
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[VIII] Limitations
This project report has some limitation. This report does not have any meaning over this limitation.
The limitations are
1 .This report based on some selected questionnaires only, and only some Customers feedback were
analyzed here.
2. This report based on the only 200 of consumers/customers of Big-Bazaar (Kolkata) not internationally.
3. This report based on the only 1 shopping mall (Avani River Side) of Kolkata.
4. This report may change with Social, Economical, and Political etc parameters.
5. This report may also change with budget constraints, market changes.
6. This report may also have certain procedural errors.
Please update the data from internet, market, or anywhere else for the future.
[Ix] Bibliography
Information has been sourced from namely, books, journals, management website, and market.
Accessing database help us lotsome are listed below.
www.slideshare.net
www.managementparadise.com
www.roehampton.ac.uk
www.AllAnalytics.com
www.futuregroup.in
http://en.wikipedia.org
www.cci.in/pdf/surveys_reports/indias_retail_sector.pdf
articles.economictimes.indiatimes.com
www.rai.net.in/
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