Consumer Behaviour and Perception Towards Big Bazaar in Chennai PDF

A REPORT ON CUSTOMER BEHAVIOUR AND
PERCEPTIONS TOWARDS BIG BAZAAR, CHENNAI

PROJECT REPORT
Submitted to the
SCHOOL OF MANAGEMENT
In partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINSTRATION

By
NISSAR MOHAMED.S
(3511010477)
Under the guidance of
Mr.R.ARIVAZHAGAN.,Asst.Professor
SRM SCHOOL OF MANAGEMENT

SRM UNIVERSITY, KATTANKULATHUR 603 203
MAY 2012
NISSAR MOHAMED. S
3511010477
SRM School of Management
SRM University
SRM Nagar, Kattankulathur - 603 203,
Kancheepuram District, Tamil Nadu.
DECLARATION
I hereby declare that the project report entitled A REPORT ON CUSTOMER

BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI. submitted to
SRM School of Management in partial fulfilment of the requirement for the award of the Degree
of Master of Business Administration, is a record of the original research work done under the
supervision and guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor, SRM School of
Management, SRM University, Chennai and that it has not formed the basis for the award of any
degree / associate ship / fellowship of other similar title to any candidate of any university.
Place: CHENNAI
Date:
Nissar Mohamed. S
II
SRM School of Management

SRM University
SRM Nagar, Kattankulathur - 603 203,
Kancheepuram District, Tamil Nadu.
BONAFIDE CERTIFICATE
Certified that this project report titled A REPORT ON CUSTOMER BEHAVIOUR
AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI is the Bonafide work of Mr.
Nissar Mohamed.S, Reg. No: 3511010477 who carried out the research under my supervision
Certified further, that to the best of my knowledge the work reported herein does not from part of
any other project report or dissertation on the basis of which a degree or award was conferred on
an earlier occasion on this or any other candidate.
Submitted for the viva-voce examination held on -----------------------
--------------------------------
--------------------------------
Asst. Professor
(Dean, MBA)
(Project Guide)
----------------------------------------External Examiner
III
CONTENTS
1
2
PAGE NO.
Retailing in the Indian Sector
Rise of Indian Retailing Sector
Research Design
Statement of the problem
Objectives of the study
Need for study
Scope of the study
Research methodology
Limitations of study
Chapter Scheme
Company Profile
Corporate Mission
Values
10
Pantaloons Evolution
11
Group Companies
11
Big Bazaar
11
Retailing Principles
12
Data Analysis And Interpretation
13-43
Summary Of Findings
43
Suggestions
45
47
Conclusion
Bibliography
Annexure
IV
LIST OF TABLES
SL. NO. TABLE NO. TITLE
PAGE NO.
4.1.
Frequency Of Visit
13
4.2
Preference Of Shopping Days
14
4.3
Preference Of Shopping Time
16
4.4
Accompanied By
17
4.5
Source Of Knowledge
19
4.6
Customer Perception Towards Big Bazaar
20
4.7
Customer Expectation
22
4.7.1
Customer Expectation (Age)
23
4.7.2
Customer Expectation (Gender)
24
10
4.8
Product Satisfaction
26
11
4.9
Product Location
27
12
4.10
Helpful Signage
28
13
4.11
Customer Perception Towards Price
29
14
4.11.1
Customer Perception Towards Price (Age)
31
15
4.11.2
32
16
4.12
(Gender)
Awareness Of Promotional Offers
33
17
4.13
Advantage Of Promotional Offers
34
18
4.14
Customer Perception
35
19
4.14.1
Customer Perception (Age)
37
20
4.14.2
Customer Perception (Gender)
38
21
4.15
Age
40
22
4.16
Gender
41
23
4.17
Marital Status
41
24
4.18
Monthly Family Income
42
25
5.1
Customer Expectation And Customer
43
Satisfaction
VI
LIST OF CHARTS
SL.
CHART TITLE
PAGE
Frequency Of Visit
14
Preference Of Shopping Days
15
Preference Of Shopping Time
17
Accompanied By
18
Source Of Knowledge
20
Customer Perception Towards Big Bazaar
21
23
7.1
Customer Expectation (Age)
24
7.2
Customer Expectation (Gender)
25
10
Product Satisfaction
27
11
Product Location
28
12
10
Helpful Signage
29
13
11
30
14
11.1
Customer Perception Towards Price (Age)
32
15
11.2
Customer Perception Towards Price (Gender)
33
16
12
Awareness Of Promotional Offers
34
19
14
Customer Perception
36
20
14.1
Customer Perception (Age)
38
21
14.2
Customer Perception (Gender)
39
22
15
Age
40
23
17
Marital Status
42
24
18
Monthly Family Income
43
25
19
Customer Expectation And Customer
44
Satisfaction
VII
RETAILING IN THE INDIAN SCENARIO

Defining a new consumer culture, retailing beats everything else hollow. Though
still at a nascent stage, the rate at which retail outlets are mushrooming could give an
amoeba a complex. From supermarkets and hypermarkets to department stores and
convenience stores and one-stop shops, a retailing wave is currently on in the country.
And from food to music and apparel to tea and coffee bars, companies of all hues are
indulging in retail speak.
Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253
crore today, with a potential to expand to Rs 235,000 crore by 2015.
The Indian consumer initially accepted everything that was offered to them but
from the nineties the trend changed and the market became more consumers driven.
Consumers became more specific about what they wanted and did not pick up anything
and everything that was given to them. In shot they became very choosy and needed
alternatives to choose from. These in turn made the Indian consumers more
knowledgeable about the products and facilities and they have now become tough
critics, savvy, purchasers, value driven spenders and practical thinkers when it comes
to shopping. The demand for their time at work and home has made the consumers
extremely selective about how they would spend their limited time on shopping.
The rate of growth in India has gradually picked up in the last two decades.
Growth prospects apart, India's very size acts as the fourth largest economy in the
world. It is also the second most populous nation in the world. This clearly indicates that
within the broad picture of a developing nation, there are segments to represent big
enough to represent large markets for organized retail.
Due to the increasing demand of consumers for variety and convenience under
one single roof and the concept of shopping malls started taking shape in India. Though
VIII
the concept of shopping malls came from the west, when it was introduced in India is
was according to Indian taste and preferences.
Shopper's stop was the first Shopping mall to start in India. It was promoted by
Mr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri,
Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caught
on and has now been very well excepted by the masses.
In India there are a number of large towns and the population in these towns is
also very high. This acts as a very important factor to attract the large retailers in
venturing into these towns. In the ascending traffic congestion levels, the net result is
over crowded towns and parking hassles, One-stop shops have become the places of
choice in such a scenario. There has been an explosion of branded goods as a corollary
to the receptive conditions created by The new trend; For example: In the eighties there
was only one brand of salt available in the Indian market but today there are many
brands that are available. Garments, cosmetics, shoes, etc are no way different as a
number of brands have entered into the market.
Indian Retailing - On to Generation Mall:

The changing structure of the industry is in response to global forces. There is a
perspective of the existing opportunities and the future potential areas across various
segments of the retail industry. While this sector hasn't yet been thrown open to foreign
investments, the potential for the same in the future is huge. Technology is playing an
increasingly crucial role for the success of a retail venture. Retailers are scrambling to
tap the vast consumer information at their disposal using technological advancements.
The section on such initiatives in the Indian retail scenario is a must for any potential
entrant and for majors in the software industry wanting to tap the potential in this
industry.
IX
RISE OF INDIAN RETAIL SECTOR
Traditional retailing continues to be the major form of retail system contributing to

over
97%
revenues.
of
total
Indian
retail
retail
market is in a transition
phase with a fast paced shift
towards
organized
retail
which is predicted to capture

15-20% market share by
2012. Initially organized retail
stores
made
their
entry
through metro cities. But with

the
increased
spending
capacities of consumers in
tier-2 cities, the new retail stores are entering smaller upcoming cities.
There are only a handful of companies with a retail background. Most new
entrants to the Indian retail scene are real estate groups who see their access to and
knowledge of land, location and construction as prime factors for entering the market.
Quite interestingly, the share of retail market in urban and rural India is not very skewed.
The organized retail is expected to grow at a rate of 35% in large cities because of
shortage of space, while in small towns it would grow at a rate of 50-60 per cent, where
ample land is available (NSSO and KPMG analysis).
India, currently, is the hottest

retail destination. The Indian
retail
sector
is
highly
fragmented with 95% of its

business being run by the
unorganized retailers like the
traditional family run stores
and
corner
stores.
The
organized retail is at a very

nascent
stage
though
attempts are being made to

increase its proportion to 1520%
bringing
in
by
the
year
2012
huge
opportunity for prospective

new
players.
Retail
Revolution is just beginning

in India. This presents a
unique opportunity in time to
organized retailers in the
western world to leverage
and scale-up in India utilizing
their well defined and proven
processes, procedures and
controls. The supply chain,
procurement
systems
and
understanding of global trends & fashion will enable them to succeed. According to the
research conducted by Sumitra group, from the setting up of Indias first mall in 1999,
there has been a steady proliferation of malls, a trend specially pronounced in the urban
XI
cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase
to 715 by 2015.
The mall mania has bought in a whole new breed of modern retail formats across the
country catering to every need of the
value-seeking Indian consumer. An
average Indian would see a mall as a
perfect weekend getaway with family
offering them entertainment, leisure,
food, shopping all less than one roof.
FDI up to 51 per cent is allowed, with
prior Government approval for retail
trade in Single Brand products with
the objective of attracting investment,
technology and global best practices
and catering to the demand for such branded goods in India (KPMG Research Group).
COMPANY PROFILE
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 152 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 include 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 The stores are customized to provide
the feel of mandis and melas while offering the modern retail features like Quality, Choice and
XII
Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known
as the "Indian Walmart". 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'.
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 50,000 square feet
(4,600 m2) of retail space. While the larger metropolises have Big Bazaar Family centers
measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big
Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2). Big
Bazaar has the facility to purchase products online through its official web page, and offers free
shipping on some of their products.
STATEMENT OF THE PROBLEM

Understanding shopping behaviour is in shopping malls is one of the greatest
problems of the marketer. He has to fine tune his marketing mix strategies according to
the market needs. For this an in depth Analysis is necessary to understand the
shopping behaviour.
Big Bazaar one of the well-known shopping malls in the city of Chennai has a
different kind of marketing strategy as compared to others. In this background an
attempt is made to understand the marketing mix strategies of Big Bazaar from
customers' point of view.
XIII
OBJECTIVES OF THE STUDY

The study is conducted with the intention of understanding shopping behaviour of
the customers and Customers' perception about the marketing mix strategies of Big
Bazaar. The Secondary objective is to analyze Customers' preference for Big Bazaar,
Customers' expectation and satisfaction levels.
NEED FOR STUDY

Retail market has come of age and is witnessing a global trend. Chennai is one
of the cities witnessing this trend hence it attracts the attention of any researcher to
understand the shoppers behaviour and strategies of the retailer in this regard.
SCOPE OF THE STUDY

The study confines itself in understanding the customers' view point of the
marketing mix strategies of Big Bazaar in Chennai.
RESEARCH METHODOLOGY
DATA SOURCES:
1. Primary Data
Primary data is the information collected for research purpose at hand. Primary
data was collected through an interview with the help of a structured questionnaire,
which contained quires that were relevant to the purpose of the study as well as
pertinent; industry related questions. The present study questionnaire makes use of
both open ended and close ended questions.
XIV
2. Secondary Data
Secondary data is the information which already exists. Secondary data is
collected from journals, magazines, books, dissertations etc. The secondary data for
this research was obtained from company profile, corporate magazines, corporate
broachers, websites, journals etc. Various books and other published matter were also
referred to for sorting, tabulating and analysing the raw data collected. Very little
research specific data was available; hence much emphasis was given to primary data.
RESEARCH APPROACH
Survey method was adopted in order to collect the primary data required for the study.
RESEARCH INSTRUMENT
Questionnaire was designed with open-end and close-end questions. The
Questionnaire was designed in such a manner so as to cater to all the areas and
aspects of the study.
SAMPLING PLAN
1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the sampling unit.
2. SAMPLING SIZE: The sampling size was 100.
3. SAMPLING PROCEDURE: Random Sampling
DATA ANALYSIS
Simple statistical tools such as averages, ranking, means etc. are used. Graphs
and charts are also used to have a better pictorial understanding.
XV
PLAN OF ANALYSIS
The collected data has been classified, tabulated, analysed and interpreted in an
organised manner. Inferences have been drawn carefully and methodically with
supportive guidance to avoid discrepancies in the survey. Conclusions have been
drawn and suggestions have been made to the best of knowledge.
All the work is done under the assumption that the data collected from the
respondents was accurate.
Throughout the survey and throughout the time the report was prepared, errors
and mistakes have been made minimal despite the knowledge o the fact that with a
sample size of 100, various hindrances are bound to occur.
Utmost care has been taken while preparing this report to see that it can be
clearly understood by the reader as well as beneficial to the company.
LIMITATIONS OF STUDY
Some of the limitations of this study are:
Due to geographic constraint the study was limited to Chennai City.
It is assumed that the respondents understood the questions in the
questionnaires as they were supposed to. The chances of misunderstanding
were remote but it cannot be ruled out.
It is assumed that the information given by the respondents is true as per their
knowledge and hence the chances of biased information is remote but definitely
cannot be ruled out.
Due to the limited number of respondents, the finding may not be the same for
the whole population.
XVI
Incorporated in October 1987, Pantaloons ranks amongst the top five retailers in
India.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Man's
Wear Private Limited under the stewardship of Mr. Kishore Biyani. The Company was
converted into a public limited company on September 20, 1991 and on September 25,
1992 the name was changed to Pantaloon Fashions (India) Limited and the same time it
went public and today it has approximately 14,000 shareholders. It later changed its
name to Pantaloon Retail (India) Limited on 7th July 1999.
From a humble beginning in 1987, Pantaloon as today evolved as a leading
manufacturer-retailer in the country with 12 Pantaloon stores and 6 hypermarkets
operational across the country. It has been a remarkable journey for PRIL as its evolved
from a manufacturing to a completely integrated player controlling the entire value
chain.
CORPORATE MISSION
"We share the vision and belief that by improving our performance through
innovative spirit and dedication, we shall serve our customers and stakeholders
satisfactorily."
PRIL believes that unconventional and innovative thinking will be the key ingredients to
attain leadership in the emerging retail sector where the rules of the game are still
evolving. Whereas serving the customers satisfactorily is the core focus, the company
also believes in adequately rewarding its shareholders though concerted efforts on
reducing cost and improving profitability. To implement the corporate mission, PRIL has
penned a well thought of corporate strategy and policy which will ensure rapid growth in
the coming years. This strategy can be best described in the following words 'Rewrite
Rules Retain Values'.
XVII
Blending Strategies
To targeting a higher share in customer shopping basket the company has
adopted blending strategies. By entering into multiple formats - departmental stores and
hypermarkets - PRIL has effectively blended the multiple strategies and they have been
successful in addressing a high share of the customer's basket.
'Family focus' rather than 'individual focus'
PRIL strategy is to target family as its customer rather than individual. With
audience having social ethics and culture deeply rooted in them, adopting the pull
strategy has brought in more customers into the stores. Moreover, it ensures repeat
purchase and this is always in focus and is reflected in all its communications and
product offerings.
Paradigm shift in "rapid roll-out'
The company has aggressive growth plan to achieve scale of economy and
attain leadership position in this evolving industry. PRIL's ability to evolve from midformat into large format retail stores is well proven. With aggressive growth plan the
company has identified many locations across the country to roll out future stores. The
company plans to increase the retail space under control to more than 1 million square
feet over the next 3 years to emerge 'Godzilla' of the Indian retail industry.
VALUES
Though unconventional in redefining the ways of doing business, PRIL has not
sacrificed on its core values. It believes in retain its core values while redefining
business rules.
XVIII
Indian-Ness
The core value of company is INDIAN-NESS. We believe in ourselves. The
company is developing the Indian model of retailing since the customers here have
unique culture and value systems and hence it targets the family as customer rather
than Individual and offers products of Indian taste, and a combination of own category
and shop-in-shop category and hence was born the retailer partnering with small time
shop keeper concept.
Some of the major milestone achieved by the company in its life span of 14 years is
enumerated below:
MAJOR MILESTONES
COMPANY INCORPORATED
1987-88
THE PANTALOON TROUSER - India's first formal trouser
1987-88
brand launched
BARE - Indian Jean brand launched
1989-90
JOHN MILLER- Shirt inspired by America - Formal shirt in
1993-94
popular segment launched

Distribution of branded garments through multi-brand retail
1993-94
outlets across nation and exports of garments

THE PANTALOON SHOPPEE - Exclusive menswear store 1993-94
in franchisee format launched across nation
PANTALOONS- India's Family Store launched
1997-98
BIG BAZAAR - Isse se sasta aur acha kahi nahi! - Indian
2001-02
Hypermarket launched
FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan - chain 2001-02
of large supermarkets with a difference.
GOLD BAZAAR - Sone pe suhaga. Shudh bhi, sasta bhi
XIX
2003
BIG BAZAR
Big bazaar is the hypermarket discount store imitative of the company
commissioned to address the discount and bargain hunting tendencies of the Indian
shopper. Big Bazaar chain houses everything that one may need in house, under one
roof, at the lowest prices. It sells all items either branded or unbranded. This includes
clothing, apparel, home textiles & furnishing, white goods, provisions; etc. The
merchandise will either be a part of Big Bazaar goods or will be a part of the shop-inshop. Big Bazaar, Pantaloon promises 'more for less', addressing a wider range of
product lines which are of interest to the mass market. The high service levels, good
ambience and implicit guarantees make shopping at Big Bazaar a worry-free
experience. Essentially this hypermarket concept is well on its way to changing the very
face of the Indian retailing industry.
Products available a Big Bazaar:
Apparel and Accessories for Men, Women and Children, Sarees, Linens,
Baby Accessories, Cosmetics, Crockery, Dress Materials Suiting & Shirting,
Electrical Accessories, Electronics, Footwear, Toys, Home Textiles, Home Needs,
Home Decor, Household Appliances, Household Plastics, Utensils & Utilities, Hardware,
Stationery, Luggage, Fruits and vegetables.
XX
RETAILING PRINCIPLES
To define the core customer and merchandise for the store, its price points, its
assortments and presentation of sales for that target group.
To have consistency of quality in every merchandise of the store i.e. same taste
and rice points for every merchandise.
To always have a unique and exclusive merchandise to differentiate itself from its
competitors.
To give value for money to the customers.
To give publicity and to be on the top of the mind, awareness through various
promotional schemes and excitement in store this generates traffic and then
business.
To give convenience and service to our customers. M To be low cost operator in

term of cost.
To build up successful partnerships with franchisees.
To upgrade technologies, by way of bar-coding, computerised reordering system

and to monitor inventories, analyse the customer data base for effective
marketing.
XXI
4.1.
FREQUENCY OF VISIT:
AGE %
GENDER %
<20 20-30 30-40 40< MALE FE MALE
FREQUENCY
NO.OF
RES.
Weekly Once
4,4
Fortnightly Once
15
9.1
15.6
15.4
28.6 7.4
31.3
Monthly Once
41
18.2 42.2
57.7
42.9 41.2
40.6
Quarterly Once
10
18.2 6.7
11.5
6.3
On Special Events
17
27.3 17.8
7.7
14.3 19.1
12.5
First Time
15
27.3 13.3
7.7
14.3 17.6
9.4
Total No. Of Res.
100
22
26
32
Total % Of Res.
100
100 100
100
100 100
45
2.9
11.8
68
100
Res - Respondents
Analyses and Inference:
Frequency of shopping also depends also upon aspects like age and gender. In
simple words what is to be purchased has a great impact on when it is to be purchased.
The above table analyses the frequency of visiting Big Bazaar. Accordingly majority of
them regularly visit once a month (41%), 17% of them visit only on special occasions,
15% were either first time visitors or fortnightly visitors. Between the age groups it is
observed that the frequency of visit increases with the increase in age. Above 40yrs has
maximum frequency of visit i.e. 43% monthly and 27% fortnightly. As far as the younger
generation is concerned majority visit during special occasions (27.3%). In case of
gender the men visit more frequently except in case of fortnightly where 74% of females
visit against none in case of men. It is inferred that that most of the respondents visit big
bazaar at least once a month with middle aged men being the main visitors.
XXII
CHART-1 FREQUENCY OF VISIT

45
41.2
40.6
40
35
31.3
N
o
.o
fR
e
s
p
o
n
d
e
n
ts(%
)
30
25
19.1
20
17.6
15
12.5
11.8
9.4
10
7.4
5
6.3
2.9
0
0
Weekly
Once
Fortnightly
Onc e
Monthly
Once
Quarterly
Once
Firs t Time
Frequency of V isit
Male
4.2.
Female
PREFERENCE OF SHOPPING DAYS:
PREFERENCE OF NO.OF
AGE %
GENDER %
<20
20-30 30-40 40<
MALE FE MALE
SHOPPING DAYS
Weekdays
9.1
23.1
5.9
12.5
Weekends
51
40.9 62.2
38.5
57.1
54.4
43.8
Anytime
41
50
37.8
38.5
42.9
39.7
43.8
Total No. Of Res.
100
22
45
26
68
32
Total % Of Res.
100
100
100
100
100
100
100
Res - Respondents
XXIII

Different individuals prefer to shop on different days. To support the statement
the above table analyses the frequency of shopping day based on the preference of the
respondents. Accordingly majority of them prefer to shop during weekends (51%),
followed by 41% not having any fixed day and are comfortable to shop on any day and
8% of the respondents prefer to shop on weekdays. Between the age groups the young
adults (20yrs-30yrs) and older generation prefer weekends over anytime. Where as
teenagers and middle aged have no shopping day preference. Between the genders the
men prefer to shop during weekends (54.4%) and the women have no shopping day
preference (43.8%). It is inferred that weekends are preferred over weekdays and
middle aged men are the main visitors.
CHART-2 PREFERENCE OF SHOPPING DAYS
50
45
45
No. of Respondents (%)
40
35
30
25
26
22
20
15
10
5
0
SHOPPING DAYS
Weekdays
Weekends
Anytime
Preference
SHOPPING DAYS
Weekdays
Weekends
XXIV
Anytime
4.3.
PREFERENCE OF SHOPPING TIME:
PREFERENCE
NO.OF
OF SHOPPING
AGE %
GENDER %
<20
20-30 30-40 40<
MALE
FEMALE
TIME
Morning
29
28.9
46.2
57.1
23.5
40.6
Afternoon
23
40.9
11.1
34.6
23.5
21.9
Evening
48
59.1
60
19.2
42.9
52.9
37.5
Total No. Of Res. 100
22
45
26
68
32
Total % Of Res.
100
100
100
100
100
100
100
Res - Respondents
Different people have different shopping time preference. The above table
analyses the preference of shopping time of the respondents. Accordingly it can be
seen that most of the respondent prefer to shop in the evening (48%), followed by 29%
who prefer to shop in the morning and 23% in the afternoon. Between the age groups it
is observed that the respondents below 30 years i.e. teenagers and young adults prefer
to shop in the evening (around 60%), and respondents above the age of 30 prefer to
shop in the morning (46% and 57.1%). Between the males and females the table clearly
shows that men prefer to shop in the evening (52%) and the women in the morning
(40.6%). It is inferred that most of the respondents prefer to shop in the evening with
young males being the main visitors.
XXV
CHART-3 PREFERENCE OF SHOPPING TIME
7%
22%
26%
45%
< 20
4.4.
20-30
30-40
40 <
ACCOMPANIED BY:
ACCOMPANIED
BY
NO.OF
AGE %
GENDER %
RES,
<20
20-30
30-40
40<
MALE
FEMALE
Spouse
25
15.6
69.2
23.5
28.1
Parents
18.2 6.7
28.6 11.8
3.1
Children
Friends
Relatives
13
46
10
0
4.4
63.6 66.7
18.2 11.1
23.1
7.7
3.8
71.4 8.8
0
47.1
0
14.7
21.9
43.8
0
Alone
4.4
7.7
2.9
6.3
Total No. Of Res.
100
22
45
26
68
32
Total % Of Res.
Res Respondents
100
100
100
100
100
100
100
XXVI

The people who accompany the customer are highly influential on the customer
shopping behaviour. The above table analyses the company preferred by the
respondents. Accordingly it can be observed that most of the respondents (46%) prefer
to shop with friends followed by 25% of the respondents who prefer to shop with their
spouse, 13% with children and 10% and 9% of the respondents prefer to shop with
relatives and parents respectively. There are a small percentage of respondents who
preferred to shop alone (4%). On the bases of age, a high percentage of respondents
below the age of 30 prefer to shop with friends (63.6% and 66.7%), between the age
group
30-40,
the respondents prefer to shop with their spouse (69.2%), whereas
respondents above the age of 40 prefer to shop with their children (71%). On the basis
of gender there is not much difference between men and women in case of spouse and
friends, but it can be seen that men prefer to shop with parents and relatives over
women who prefer to shop with children. Hence it is inferred that a high percentage of
respondents prefer to shop with friends followed by spouse in most of the cases.
CHART-4 ACCOMAPNIED BY
50
45
40
35
30
25
20
15
10
5
0
Spouse
Parents
Children
Male
Friends
Female
XXVII
Relatives
Alone
4.5.
SOURCE OF KNOWLEDGE:
SOURCE OF
NO.QF RES.
AGE %
GENDER %
KNOWLEDGE
<20 20-30 30-40 40< MALE FE MALE
Print Ads
42
45.5 40
46.2
28.6 39.7
46.9
Hoardings
32
27.3 33.3
34.6
28.6 35.3
25
Word Of Mouth
29
36.4 28.9
15.4
57.1 30.9
25
Others
3.8
3.1
Total No. Of Res.
100
22
45
26
68
32
Total % Of Res.
100
100
100
100
100
100
100
Res - Respondents
The above table analyses the source of knowledge of the respondents at Big Bazaar. It
was found that 42% of the respondents got to know about Big Bazaar through print ads,
followed by 32% who were influenced by hoarding and 26% by word of month. On the
bases of age most of the respondents below the age of 40 got to know about Big
Bazaar through print ads i.e. teenagers (45.5%) & middle age group (40% & 46.2%) and
the respondents above the age of 40 got to know about Big Bazaar by word of month
(57.1%). On the basis of genders it can be seen that more number of females (46.9)
were influenced by print ads as compared to the males (39.7%) who were more
influenced by hoardings (35.3%) as compared to females (25%). It can be inferred that
print ads is the most successful medium of advertisement for big bazaar and females
below 40 years are most influenced by it.
XXVIII
CHART-5 SOURCE OF KNOWLEDGE
Others
Word Of Mouth
Hoardings
Print Ads
0
4.6.
10
20
30
40
CUSTOMER PERCEPTION TOWARDS BIG BAZAAR:

CUSTOMER
PERCEPTION
REASONS
Big Store
Quality
Value For Money
27
Variety
15
Promotional Offers
11
Good
Provisions
Long Queues
Others
No Comments
15
TOTAL
100
XXIX
50

The customers' perception is very vital for any organisation, if it is positive it is
beneficial. The above table analyses the customers' perception towards Big Bazaar.
27% of the respondents find Big Bazaar value for money, 15% are satisfied with the
variety of products, 11% are happy with the promotional offers, 9% think it is a good
store and 7% are satisfied with the quality of the products, 3% of the respondents were
unhappy with the long queues. It is inferred that the respondents have a positive image
about Big Bazaar. Most of them are satisfied with the price variety and promotional
offers, a few were not happy with the long queues at the billing section.
CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR
30
25
20
15
10
Others
Long Queues
Provisions
Good
Promotional
Offers
Variety
Value For
Money
Quality
Big Store
Big Store
Quality
Value For Money
Variety
Promotional Offers
Good
Provisions
Long Queues
Others
No Comments
XXX
No Comments
4.7.
CUSTOMER EXPECTATION:
CUSTOMER EXPECTATION
MEAN
RANK
Price
4.2
Quality
4.67
Variety
4.34
Branded Products
3.75
Location
3.48
Store Layout
3.33
Exchange Facility
3.66
Staff Knowledge
3.99
Employee Behaviour
4.34
Total No. Of Res.
100
Res - Respondents
Peoples expectation varies from different aspects of the store. The above table
indicates the factors influencing the shopping behaviour. Accordingly quality, variety,
employee behaviour and price are the most important factors (in that order) while
shopping, and store layout, location and exchange facilities are the least important
factors in that order.
XXXI
CHART-7 CUSTOMER EXPECTATION
12%
12%
11%
14%
10%
12%
9%
10%
10%
Price
Quality
Variety
Branded Products
Location
Store Layout
Exchange Facility
Staff Know ledge
Employee Behaviour
4.7.1 CUSTOMER EXPECTATION (AGE):

CUSTOMER
AGE %
EXPECTATION
<20
20-30
30-40
40<
Price
4.2
4.3
Quality
4.2
4.8
4.9
Variety
4.4
4.5
4.7
Branded Products
3.5
4.2
3.6
2.6
Location
3.6
3.5
3.8
2.1
Store Layout
3.8
3.4
3.1
2.6
Exchange Facility
3.9
3.8
3.1
3.4
Staff Knowledge
4.2
3.3
Employee Behaviour
4.2
4.2
4.5
Total No. Of Res.
22
45
26
Res - Respondents, M - mean, R - rank
XXXII

The above table analyses the customer expectation on the basis of age. It is
seen that the teenagers and old people have similar preferences i.e. price, quality and
employee behaviour are the most important followed by variety and staff knowledge.
Whereas among the middle aged quality, variety and employee behaviour are more
important than the price. Store layout, exchange facilities and location take a back seat
in all the age groups. It is inferred that quality, variety, employee behaviour, price and
staff knowledge are the most important factors.
CHART-4.7.1 CUSTOMER EXPECTATION (AGE)
6
5
4
3
2
1
<20
20 -30
30-40
XXXIII
40<
Employee
Behaviour
Staff
Knowledge
Exchange
Facility
Store Layout
Location
Branded
Products
Variety
Quality
Price
4.7.2 CUSTOMER EXPECTATION (GENDER):

GENDER %
CUSTOMER
EXPECTATION
MALE
FEMALE
(GENDER)
M
Price
4.22
4.16
Quality
4.62
4.78
Variety
4.29
4.44
Branded Products
3.72
3.81
Location
3.35
3.75
Store Layout
3.13
3.75
Exchange Facility
3.63
3.72
Staff Knowledge
3.78
4.44
Employee Behaviour
4.29
4.44
Total No. Of Res.
68
32

The-above table analyses the customer expectation on the basis of gender.
There is not much difference in the preference of males and females in case of quality,
variety, employee behaviour and branded products. It is seen that the staff knowledge,
location and store layout are more important for females as compared males who prefer
low prices and good exchange facilities is inferred that quality, variety, employee
behaviour, price and staff knowledge 3 the most important factors.
XXXIV
CHART-7.2 CUSTOMER EXPECTATION (GENDER)
6
5
4
3
2
1
Male
4.8.
Employee
Behaviour
Staff
Knowledge
Exchange
Facility
Store Layout
Location
Branded
Products
Variety
Quality
Price
Female
PRODUCT SATISFACTION:
PRODUCT
NO.OF
SATISFACTION
RES.
Yes
No
Total No. Of Res.
Total % Of Res.
Res - Respondents
93
7
100
100
AGE %
GENDER %
<20
20-30
30-40
40< MALE
FE MALE
90.9
9.1
22
100
91.1
8.9
45
100
96.2
3.8
26
100
100
0
7
100
93.8
6.3
32
100
XXXV
92.6
7.4
68
100

A customer becomes a loyal customer only if he is satisfied with the products.
The above table analyses the product satisfaction of the respondents at Big Bazaar.
Majority of the consumers (93%) are satisfied with the Products available at big bazaar
and a small percentage (7%) are dissatisfied with the products. On the basis of age, it is
seen that the satisfaction level increases with the increase in age; it is 90% in case of
below 20 years 91%in the age group of 20-30, 96.2% in case of 30-40 and 100% in
case of 40 years and above. While analysing the genders it is seen that there is a slight
difference between the males and the females. The females are more satisfied (93.8%)
as compared to the males (92.6%). Hence it can be inferred that the products at Big
Bazaar are doing well and a high percentage of the customers are satisfied with them,
females above the age of 40 years are the most satisfied customers.
120
100
80
60
40
20
0
<20
20-30
30-40
Yes
XXXVI
No
40<
4.9.
PRODUCT LOCATION
PRODUCT
NO.OF RES.
AGE %
<20
GENDER %
20-30 30-40 40< MALE FE MALE
LOCATION
Yes
11
18.2 4.4
19.2
5.9
No
89
81.8 95.6
80.8
100 94.1
78.1
Total No. Of Res.
100
22
45
26
32
Total % Of Res.
100
100
100
100
100 100
68
21.9
100
Res - Respondents
A customer would be satisfied only if he is able to locate the product he wants to
buy.
From the above table it can be analysed that 89% of the respondents do not find it
difficult to locate a product in Big Bazaar, and only 11% face problems to find the
required product. On the basis of age the teenagers and the middle aged group (30-40)
find it more difficult to locate a product as compared to young adults and respondents
above the age of 40. On the basis of gender it can be clearly seen that the females
(21.9%) find it more difficult to locate a product as compared to males (5.9%). Hence it
can be analysed that most of the customers are satisfied by the product availability, with
males between the age of 20-30 and above 40 being the most satisfied respondents.
XXXVII
9.0 Product Location Chart
100
90
80
70
60
50
40
30
20
10
0
Yes
No
Male
Female
4.10. HELPFUL SIGNAGE:

HELPFUL
NO.OF RES.
SIGNAGE
AGE %
GENDER %
<20 20-30 30-40 40< MALE FE MALE
Yes
97
95.5 97.8
80.8
100 94.1
78.1
No
4.5
2.2
19.2
5.9
21.9
Total No. Of Res.
100
22
45
26
68
32
Total % Of Res.
100
100 100
100
100 100
Res - Respondents
XXXVIII
100

Helpful signage is essential in a store like Big Bazaar as it helps the customer to
locate product they need. From the above table it can be analysed that most of the
respondents (97%) are satisfied with the signage in Big Bazaar. Between the age
groups it can be seen that the satisfaction level increases with the increase in age it is
95,5% in case of teenagers and 100% in case of respondents above the age of 40,
Between the genders it is seen that the males (98.5%) are more satisfied with the
signage at Big Bazaar as compared to the females (93.8%). It is inferred that the
signage at big bazaar are helpful to most of the customers and the satisfaction level is
highest in old age groups and males.
10. Chart for Helpful Signage
100
80
60
40
20
0
MALE
FE MALE
Yes
No
XXXIX
4.11 CUSTOMER PERCEPTION TOWARDS PRICE:

PRICE
TOTAL
MEAN
RANK
Provisions
2.49
Fruits And Vegetables
2.57
Crockery, Utensils, Plastic
2.63
Apparel
2.71
Total No. Of Res.
100
Res - Respondents, M - Mean, R - Rank

Price is the most important factor a customer looks for while shopping. The
above table analyses the customer perception towards the prices of various products at
Big Bazaar. Accordingly the customers find the prices very reasonable (the weighted
means are between 2.49-2.71). The price of provisions are rated the least, followed by
fruits and vegetables, then crockery, utensils and plastic and finally apparel. It is inferred
that the respondents are most satisfied with the price of provisions and least satisfied
with the price of apparel.
XL
10. Customer Perception towards Price
2.75
2.7
2.65
2.6
2.55
2.5
2.45
2.4
2.35
Provisions
Provisions
Fruits And
Vegetables
Crockery,
Utensils, Plastic
Apparel
Apparel
4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE):

PRICE (AGE)
AGE %
<20
20-30
30-40
40<
Provisions
M
R
2.55 3
M
R
2.62 2
M
R
2.38 1
M
R
1.86 1
2.5
2.69 3
2.54 2
2.14 2
Crockery, Utensils &
2.5
2.71 4
2,54 2
2.86 3
Plastic
Apparel
2.95 4
2.58 1
2.69 4
2.86 3
Total No. Of Res.
22
45
26
Res - Respondents, M - mean, R rank
XLI

The above table analyses the customer perception towards the prices of various
products at Big Bazaar on the basis of age. It is seen that the teenagers find the prices
of fruits & vegetables and crockery, utensils & plastic most satisfactory whereas the rest
find the prices of provisions most satisfactory. Most of the respondents are dissatisfied
with the prices of apparel except respondents between 20-30yrs. It is inferred that the
respondents are most satisfied with the price of provisions and least satisfied with the
price of apparel. Aver all the prices are satisfactory.
11. Customer Perception Towards Price (Age)
3.5
3
2.5
2
1.5
1
0.5
0
<20
Provisions
20-30
30-40
Crockery, Utensils & Plastic
XLII
40<
Apparel
4.11.2. CUSTOMER PERCEPTION TOWARDS PRICE (GENDER):

PRICE (GENDER)
GENDER %
MALE
FEMALE
Provisions
M
2.62
R
4
M
2.22
R
4
2.71
2.28
2.66
2.56
Apparel
2.88
2.34
Total No. Of Res.

Res - Respondents
68
32

The above table analyses the customer perception towards the prices of various
products at Big Bazaar on the basis of gender. Accordingly the males are satisfied with
the prices of apparel, fruits and vegetables, crockery, utensils, plastic and provisions (in
that order) as compared to the females who find the prices of crockery, utensils &
plastic and apparel cheaper than fruits & vegetables and provisions. It is inferred that
both the genders have similar perception of the prices at Big Bazaar.
11. Customer Perception Towards Price (Gender)
3.5
2.5
1.5
0.5
0
Provisions
Fruits And
Vegetables
Crockery,
Utensils, Plastic
Male
Female
XLIII
Apparel
4.12 AWARENESS OF PROMOTIONAL OFFERS:

AWARENESS
NO.OF AGE %
OF
RES.
<20
Print Ads
63
At The Store
20-30
GENDER %
30-40
40<
MALE
FEMALE
54.5 68.9
53.8
85.7 63.2
62.5
23
22.7 17.8
38.5
25
Word Of Mouth
18
31.8 15.6
11.5
14.3 19.1
15.6
Total No. Of
100
22
45
26
68
32
100
100
100
100
100
100
OFFERS
Total % Of Res. 100
22.1
Res - Respondents
Promotional offers are successful only when the prospective customers are
aware of them. From the above table it can be analysed that 63% of the respondents
got to know about the promotional offer at Big Bazaar through print ads. 23% of the
respondents were introduced to the offers at the store and followed by 18% by word of
month. On the basis of age most of the respondents in all age groups got to know about
the promotional offers through print ads, 38.5% of the respondents between the age
group of 30-40 were introduced to the offers at the store. There was not much
difference on the basis of gender. Hence it can be inferred that print ads is the most
successful medium of advertising offers and discounts for big bazaar, at the store
displays also play an important role.
XLIV
12. Awareness of Promotional Offers
90
80
70
60
50
40
30
20
10
0
<20
20-30
Print Ads
30-40
At The Store
40<
Word Of Mouth
4.13 ADVANTAGE OF PROMOTIONAL OFFERS:

ADVANTAGE OF
NO.OF
PROMOTIONAL
AGE %
GENDER %
<20
20-30
30-40 40< MALE
FE MALE
OFFERS
Yes
87
100
86.7
73.1
100 91.2
78.1
No
13
13.3
26.9
8.8
21.9
Total No. Of Res.
100
22
45
26
68
32
Total % Of Res.
100
100
100
100
100 100
Res Respondents
XLV
100

The promotional offers introduced are successful only if the customers take
advantage of them. From the above table it can be analysed that most of the
respondents (87%) take advantage of the promotional offers at Big Bazaar. A small
percentage (13%) does not make use of the promotional offer. On the basis of age it
can be seen that teenagers and old people take full advantage of the promotional offers.
A few of the middle aged respondents do not take advantage of the promotional offers
(13.3% and 26.9%). On the basis of gender it is clearly seen that the males (91.2%)
take more advantage of the promotional offers as compared to the females (78.1%). It is
inferred that the promotional offers at Big Bazaar are doing well, the teenagers and old
people take full advantage of these offers and the males are more attracted to the
offers.
4.14 CUSTOMER PERCEPTION:
CUSTOMER PERCEPTION
TOTAL
MEAN
RANK
Price
3.77
Quality
3.61
Variety
3.77
Branded Products
3.23
Location
3.69
Store Layout
3.61
Exchange Facility
3.37
Staff Knowledge
3.22
Employee Behaviour
3.4
Total No. Of Res,
100
Res - Respondents
XLVI

Peoples perceptions and expectation from different products vary, and they are
satisfied only if they get what they want. The above table indicated the perception of the
respondents at Big Bazaar about various factors. Accordingly the respondents are
highly satisfied with the price, variety, location and quality.
Whereas they are not
content with the staff knowledge, branded products, exchange facilities and employee
behaviour.
It is inferred that the respondents are satisfied with most of the factors at Big
Bazaar (since the means don't show high difference), with price, variety and location
being the most satisfactory.
14. CUSTOMER PERCEPTION Chart
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
3
2.9
Price
Quality
Variety
Branded Products
Location
Store Layout
Exchange Facility
Staff Knowledge
Employee Behaviour
XLVII
4.14.1 CUSTOMER PERCEPTION (AGE):

CUSTOMER PERCEPTION
(AGE)
AGE %
<20
20-30
30-40
M
40<
Price
4.5
3.4 6
3.38 5
4.86 1
Quality
3.45
3.8 2
3.58 2
2.57 8
Variety
3.64
3.7 3
3.85 1
3.86 5
Branded Products
3.45
3.4 8
2.81 8
Location
3.36
3.8 1
3.54 3
Store Layout
3.45
3.6 4
3.42 4
4.29 2
Exchange Facility
3.4 8
2.81 8
3.29 6
Staff Knowledge
2.86
3.4 6
3.15 7
Employee Behaviour
3.09
3.4 5
3.35 6
Total No. Of Res.
22
45
26

The above table analyses the customer perception on various factors at Big
Bazaar the basis of age. It is seen that the teenagers find the price, exchange facilities
and variety more satisfactory as compared to the other factors. The middle age group is
satisfied with the location, quality, variety and store layout, and old people are satisfied
with the price, store layout, employee behaviour and location as compared to the other
factor. It is inferred that people at different age levels have different priorities and the
price, variety and location are the most satisfactory.
XLVIII
14.1 CUSTOMER PERCEPTION (AGE) Chart:

6
<20
20-30
30-40
Behaviour
Employee
Staff Knowledge
Facility
Exchange
StoreLayout
Location
Branded
Products
Variety
Quality
Price
40<
4.14.2 CUSTOMER PERCEPTION (GENDER):

CUSTOMER PERCEPTION
GENDER %
(GENDER)
MALE
FEMALE
Price
3.65
4.03
Quality
3.68
3.47
Variety
3.69
3.94
Branded Products
3.29
3.09
Location
3.69
3.69
Store Layout
3.65
3.53
Exchange Facility
3.26
3.59
Staff Knowledge
3.22
3.22
Employee Behaviour
3.34
3.53
Total No. Of Res.
68
32
XLIX

The above table shows the analyses of customer perception on various factors at
Big Bazaar on the basis of gender. It is seen that the males are most satisfied with the
variety, location, quality and price (in that order) as compared to the females who are
highly satisfied with the price, variety, location and exchange facilities. It is inferred that
price, variety and location are the most satisfactory factors in both the genders.
14.2 Customer Perception Gender Chart:
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Price
Variety
Location
Male
Exchange
Facility
Female
4.15 AGE:
AGE
NO. OF RESPONDENTS % OF RESPONDENTS
BELOW 20
22
22
20-30
45
45
30-40
26
26
40 AND ABOVE 7
TOTAL
100
100
Employee
Behaviour

The above table analyses the age of the respondents at big bazaar. 45% of the
respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-40yrs bracket, 22%
are teenagers, and 7% of the respondents are 40yrs and above. It is inferred that the
respondents are not evenly distributed on the basis of age and a high percentage of the
respondents are in the 20yr-30yrs age group.
15. Chart for AGE
45
40
35
30
25
20
15
10
5
0
BELOW 20
20-30
BELOW 20
20-30
30-40
30-40
40 AND ABOVE
40 AND ABOVE
4.16. GENDER:
NO. OF RESPONDENTS
% OF
RESPONDENTS
GENDER
MALE
68
68
FEMALE
32
32
TOTAL
100
100
LI

The above table analyses the gender wise classification of the respondents at
Big Bazaar. It is seen that 68% of the respondents are males and 32% are females.
It is inferred that the survey group was not distributed evenly on the bases of gender
and there were more males as compared to females.
MARITAL STATUS:
MARITAL STATUS NO. OF RESPONDENTS %OF RESPONDENTS
MARRIED
42
42
SINGLE
58
58
TOTAL
100
100

The above table analyses the marital status of the respondents at Big Bazaar. It
is seen that 42% of the respondents are marries and 58% are single. It is inferred that
the survey group was evenly distributed on the bases of marital status.
LII
17. Marital Status
42%
58%
MARRIED
4.17.
SINGLE
MONTHLY FAMILY INCOME:
MONTHLY FAMILY
NO. OF
% OF
INCOME
RESPONDENTS
RESPONDENTS
< 10000
10001-20000
18
18
20001-30000
28
28
30001 <
45
45
TOTAL
100
100

The above table analyses the monthly family income of the respondents at big
bazaar.
45% of the respondents have a monthly family income of Rs. 30000 and above, 28%
fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000, and 9% of the
respondents below Rs. 10000. It is inferred that the respondents are not evenly
distributed on the basis of monthly family income and a high percentage of the
respondents have a family income of 30000 and above.
LIII
18. Monthly Family Income Chart
20%
49%
31%
10001-20000
20001-30000
30001 <
1. Comparison between Customer Expectation Customer Satisfaction:

5.1. Customer Expectation and Customer Satisfaction:
FACTORS
Customer
Customer
Status
Price
Highly Satisfied
Quality
Dissatisfied
Variety
Satisfied
Branded Products 6
Dissatisfied
Location
Highly Satisfied
Store Layout
Highly Satisfied
Exchange Facility
Equilibrium
Staff Knowledge
Highly Dissatisfied
Employee
Highly Dissatisfied
LIV
FINDINGS
It was found that the respondents are highly satisfied with respect to price,
location and store layout; They are satisfied with the variety of products and the
exchange facilities; they are dissatisfied with the quality and availability of branded
products; and highly dissatisfied with staff knowledge and employee behaviour. Today
the consumer looks beyond price as it can be seen that price is rated 4, other factors
such as quality, employee knowledge and behaviour, variety have become more
important. Big Bazaar is successful in satisfying its customers with low prices, good
location and variety of products but the quality & employee knowledge and behaviour
are not very satisfactory.
10
9
8
7
6
5
4
3
2
1
Customer Satisfaction
LV
Employee
Behaviour
Staff Knowledge
Exchange
Facility
Store Layout
Location
Branded
Products
Variety
Quality
Price
1. Most of the respondents visit big bazaar at least once a month, with
Middle- aged men being the main visitors.
2. Weekends are preferred over weekdays, with middle aged men being most
comfortable wit this time.
3. Most of the respondents prefer to shop in the evening, with young males
preferring this time over the others.
4. A high percentage of respondents prefer to shop with friends followed by spouse
in most of the cases. It was also seen that age plays an important role in deciding
the company for shopping.
5. Print ads are the most successful medium through which people were aware of
Big Bazaar, and females below 40 years are most influenced by it.
6. Respondents have a positive image about Big Bazaar. Most of them are satisfied
with the price, variety and promotional offers, a few were not happy with the long
queues at the billing section.
7. The products at Big Bazaar are doing well and a high percentage of the
customers are satisfied with them, females above the age of 40 years are the
most satisfied customers.
8. Most of the customers are satisfied by the product availability, with males
between the age of 20-30 and above 40 being the most satisfied respondents.
9. The signage at big bazaar is helpful to most of the customers and the satisfaction
level is highest in old age groups and males.
10. The respondents are most satisfied with the price of provisions and
least
satisfied with the price of apparel. Over all the prices are satisfactory.
11. Print ads is the most successful medium of advertising offers and discounts for
big bazaar, at the store displays also play an important role.
12. The promotional offers at Big Bazaar are doing well, the teenagers and old
people take full advantage of these offers and the males are more attracted to
the offers.
13. High percentages of the respondents are in the 20yrs-30yrs age group.
LVI
14. On The bases of gender there were more males as compared to females.
15. The survey group was evenly distributed on the bases of marital status.
16. Majority of the respondents have a monthly family income of above 30000, which
means that upper middle class is also targeted.
SUGGESTIONS
The marketing mix of Big Bazaar could be more concentrated on the apparel
section, as it is comparatively less satisfactory with. The provision section is already
doing well and gaining customers through word of mouth publicity; hence during
promotions the apparel section could be more highlighted. Branded and designer labels
could also be introduced. In general Big Bazaar is positioned as a low priced and good
quality store. But it is only the low price which has clicked with the customers i.e. the
consumer regards Big Bazaar as a store for reasonable price and not good quality;
hence efforts must be made to improve the perception of the consumers regarding the
quality of the products.
During the peak hours (weekends & evenings) the customers face problems due
to less billing counters and less number of employees to attend to them, hence increase
in the number of billing counters and sales person during peak hours is recommended.
In general the store layout is satisfactory, but in certain places it is congested and the
products are not placed properly due to this a few products go unnoticed, hence a more
spacious an well planned store layout is recommended.
Most of the customers are introduced to the discounts only after they visit the
store, hence during advertisements the discounts should be highlighted and efforts must
be made to make them known to the prospective buyers.
The employees have an upper hand in what the customers buy and what they
perceive about the store. It was seen that a high percentage of the respondents are not
satisfied with the employee knowledge and their behaviour. Employees should be
LVII
trained well and they should have complete knowledge about the products and the
promotional offers running in the store. This could be done by introducing
communication workshops; awards such as employee of the year could also be
introduced. The employees should be more patient, helpful and customer friendly.
LVIII
CONCLUSION
The purchasing power of the consumer has also increased; giving rise to his
wants and needs. It is over here that big retail chains such as Big Bazaar come into
picture satisfying various consumer needs under one roof.
From the survey conducted on the customers' perception towards the marketing
mix of Big Bazaar the following can be concluded regarding the P's:
The customers are highly satisfied with the variety and of products, but at the
same time they are not very happy with the quality and availability of branded products.
Big Bazaar has definitely succeeded in keeping up its image of a value for money
store, as its price has been rated positively. The promotions are not hitting the target.
Although Big Bazaar has been promoting their offers, most of the customers are
introduced to these only at the store.
Customers are delighted with the location of Big Bazaar as it is located in the
most intensely populated area of Chennai.
Big Bazaar has been successful in keeping up its promise of providing value for
money goods, but today customers look beyond price, such as quality, employee
behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these
yields.
LIX
BIBLIOGRAPHY
Marketing Management
-
Philip Kotler
Consumer Behaviour
-
Leon G. C. Schiffman
Leslie Lazar Kanuk
WEBSITES
www.pantaloon.com
www.google.com
www.altavista.com
NEWSPAPER
Times of India
Business Times- The Strategist
MAGAZINES
Business Today
LX
QUESTIONNAIRE
Dear Customer,
We would be obliged if you could fill the following details to the best of
your knowledge.
1. How often do you visit BIG BAZAAR:

( ) weekly once, ( ) fortnightly once, ( ) monthly once,
( ) quarterly once, ( ) during special events,
( ) first time.
2. When do you shop at BIG BAZAAR:

( ) weekdays, ( ) weekends,( ) anytime,
3. You prefer to shop in the: ( ) morning, ( ) afternoon, ( ) evening.
4. Usually you shop with: ( ) spouse, ( ) parents, ( ) children, ( )

friends, ( ) relatives, ( ) alone.
5 How did you come to know about BIG BAZAAR: ( ) print ads, ( )
LXI
hoarding,( ) word of mouth, others_________________________
5.
What comes to your mind when you think of BIG BAZAAR:
7. How important are the following factors while shopping: 1-not at all important, 5-very
important.
RATING
PRICE
QUALITY
VARIETY
BRANDED PRODUCTS
LOCTION
STORE LAYOUT
EXCHANGE FACILITY
STAFF KNOWLEDGE
EMPLOYEE BEHAVIOUR
8. Are you satisfied with the products available a BIG BAZAAR:
( ) yes, ( ) no, if no reasons:____________________
9. Do you find it difficult to locate a product that you need:
( ) yes, ( ) no, if yes reasons_________________
10. Is the signage in the store helpful: ( ) yes, ( ) no, if no reasons:
LXII
11. What do you think about the prices at BIG BAZAAR:

RATINGS
VERY
LOW SAME AS
LOW
HIGH VERY
OTHERS
HIGH
PROVISIONS
FRUITS AND VEGTABLES
CROCKERY, UTENSILS &
PLASTIC
APPAREL
12. How did you come t know about the promotional offers at BIG BAZAAR:
( ) print ads, at the store, word of mouth, others:_________________
13. Do you take advantage of the promotional offers at BIG BAZAAR:
( ) yes, ( ) no, if no reasons:_______________________
14. How satisfied are you regarding the following factors at
BIG BAZAAR: 1-highly dissatisfied, 5- highly satisfied.
RATINGS
PRICE
QUALITY
VARIETY
BRANDED PRODUCTS
LOCTION
STORE
LAYOUT
EXCHANGE FACILITY
LXIII
STAFF KNOWLEDGE
EMPLOYEE BEHAVIOUR
Problems/suggestions:_
15. Name: _____________________________
16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above.
17. Gender: ( ) male, ( ) female
18. Marital status: ( ) married, ( ) single
19. Monthly family income (Rs):( ) below 10000, ( ) 10001-20000, ( ) 20001-30000, (
) 30001 and above.
LXIV

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A REPORT ON CUSTOMER BEHAVIOUR AND

PERCEPTIONS TOWARDS BIG BAZAAR, CHENNAI

MASTER OF BUSINESS ADMINSTRATION

SRM SCHOOL OF MANAGEMENT

I hereby declare that the project report entitled A REPORT ON CUSTOMER

SRM School of Management

Retailing in the Indian Sector

Rise of Indian Retailing Sector

Statement of the problem

Objectives of the study

Need for study

Scope of the study

Data Analysis And Interpretation

Preference Of Shopping Days

Preference Of Shopping Time

Customer Perception Towards Big Bazaar

Customer Expectation (Age)

Customer Expectation (Gender)

Customer Perception Towards Price

Customer Perception Towards Price (Age)

Customer Perception Towards Price

Advantage Of Promotional Offers

Customer Perception (Age)

Customer Perception (Gender)

Monthly Family Income

Customer Expectation And Customer

Preference Of Shopping Days

Preference Of Shopping Time

Customer Perception Towards Big Bazaar

Customer Expectation (Age)

Customer Expectation (Gender)

Customer Perception Towards Price

Customer Perception Towards Price (Age)

Customer Perception Towards Price (Gender)

Awareness Of Promotional Offers

Customer Perception (Age)

Customer Perception (Gender)

Monthly Family Income

Customer Expectation And Customer

RETAILING IN THE INDIAN SCENARIO

Indian Retailing - On to Generation Mall:

RISE OF INDIAN RETAIL SECTOR

Traditional retailing continues to be the major form of retail system contributing to

which is predicted to capture

through metro cities. But with

India, currently, is the hottest

fragmented with 95% of its

organized retail is at a very

attempts are being made to

opportunity for prospective

Revolution is just beginning

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

NEED FOR STUDY

SCOPE OF THE STUDY

THE PANTALOON TROUSER - India's first formal trouser

JOHN MILLER- Shirt inspired by America - Formal shirt in

popular segment launched

outlets across nation and exports of garments

BIG BAZAAR - Isse se sasta aur acha kahi nahi! - Indian

To give value for money to the customers.

To give convenience and service to our customers. M To be low cost operator in