EXECUTIVE SUMMARY

As customers taste and preferences are changing, the market scenario is also
changing from time to time. Todays market scenario is very different from that of the
market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the customers changing tastes and preference, which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden
days. There has been a shift in the market demand in todays world. Technology is
one of the major factors, which is responsible for this paradigm shift in the market.
Todays generation people are no more dependent on hat market and far off
departmental stores. Today we can see a new era in market with the opening up of
many departmental stores, hypermarket, shoppers stop, malls, branded retail outlets
and specialty stores. In todays world shopping is not any more tiresome work rather
its a pleasant outing phenomenon now.

The study is based on a survey done on customers of a hypermarket named big

bazaar. Big bazaar is a new type of market, which came in to existence in India since
1994. It is a type of market where various kinds of products are available under one
roof. My study is on determining the customers demand for big bazaar and the
satisfaction level of customers in big bazaar. The study will find out the current status
of big bazaar and determine where it stands in the current market.

This market field survey will help us in knowing the present customers tastes and
preferences. It will help in estimating the customers future needs and wants.
 LIST OF CONTENTS

S.No. Name of Contents Page

NO.
1. INTRODUCTION 8

2. COMPANY PROFILE 20

3. RESEARCH OBJECTIVE 37

4. RESEARCH METHODOLOGY 39

5. LIMITATIONS 43

6. ANALYSES AND INTERPRETATION 45

7. SWOT ANALYSIS 79

8. SUGGESTIONS 82

9. CONCLUSIONS 85

10. QUESTIONNAIRE 88

11. BIBLIOGRAPHY 96

12. ANNEXURE 99

Introduction
Introduction About the Company
Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its chain

of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of management

capabilities, high growth product profile, well-developed strategy and extensive IT and

logistics capabilities, PRIL has ensured rapid growth. More importantly, while most organized

retailers are struggling to be in black, PRIL has demonstrated a consistent track record of

profitable growth.

COMPANY RESEARCH

PRIL has chalked out an aggressive expansion plan to increase its retail space to over

1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloons, 11Big Bazaars

and 2 Food Bazaars has already been finalized, and these would be Operational over the next

two years. PRIL aims to set up over 30 Food Bazaars and is scouting for appropriate

locations for the same.

After popularizing the concept of hypermarket in India, PRIL is now also setting up a new

format shopping mall in the country under the name Central. The format would be on the
lines of a Selfridhes in London or a Central Mall in Bangkok. Two malls of 100,000 and

240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively

Diversityofproductrangewillensureprofitablevolumegrowth

To achieve better return on retail space, PRIL uses certain product categories as margin

managers and certain product categories to generate traffic. The food and groceries business

will act as key volume growth driver while high share of apparel (which account for over 80%

sales in Pantaloon Stores and 40% in Big Bazaar) will enable PRIL to maintain high margins.

The management has demonstrated its ability to improve stock turnovers in both the formats

successfully, which has enabled significant margin improvement.

Fully integrated value chain and own labels give competitive edge

PRIL has a completely integrated value chain in apparels from fabric manufacturing to

apparel manufacturing, branding, distribution to retailing. The company controls the total

value chain from yarn to apparel retailing and gives a competitive edge in terms of speed of

delivery; lower inventory carrying costs and better realizations. Also, large part of PRILs

apparel revenues comes from own private labels. PRIL has developed significant

competencies in apparel branding over a period of time and has developed own labels (John

Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories. Worldwide,

private labels give higher margin to retailers than the national brands.

Also growth of private labels is faster as retailer controls shelf space and visibility. Other

initiatives such as faster turnover of stocks by introducing 6 seasons in a year (against 2

earlier) has helped in bringing down inventory levels and at the same time providing wider

choice to customer and improving frequency of customer visits.

High scalability of business model multiplier effect will set in

Size and scale drive economies on procurement and lower logistics costs, which enables a

retailer to deliver better value to customers. The hyper-market format has much higher

scalability as compared to the pure apparel-retailing format. Also, the potential to expand and

scale is virtually unlimited in the food & grocery segment, where efficiencies improve

dramatically with scale as the multiplier effect sets in. Food constitutes the largest expenditure

item (estimated at over 50%) of an average

Indians monthly personal expenditure. However, the share of modern retail formats in the

Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth potential

in the segment.

New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better choice for selection.

Different product categories have different depth and width in merchandise offering. Besides,

PRIL has tied up with Shop-in-Shop partners in its Big Bazaar stores. Some product

categories where the company does not have core competency or does not want to invest, but

would attract customers are catered through these partners. Eventually, in the long run, the

Company may manage some of these product categories on its own as volumes grow and it

develops competencies in these businesses.

Shop-in-Shop partners typically pay a fixed rental for their space and share a part of their

profits. By expanding the range of product offerings and retail formats, PRIL today has been

able to target a much larger share of the consumers basket (about 70% as against less than

8% in 1994).

PRIL will be adding new product categories to its business in both Pantaloons as well as Big

Bazaar stores. Gold, Investment products, White goods and Appliances, Footwear will be the

new product categories that will be added. These product categories will help in improving

Walk Ins into its stores and generate additional business from the existing categories too.

Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge untapped Indian

market. However policy restricts Direct Foreign Investment in the sector. There is a high

likelihood of the Government lifting restriction on FDI into the retail sector in the near future.

Entry of these foreign giants - with significant experience and skills in retail management

would increase competition for PRIL. However, we believe that given the widely dispersed

and heterogeneous nature of Indian markets, a foreign entrant would find it extremely difficult

to establish a national presence. Pantaloon with its early

Mover advantage and understanding of local markets is well entrenched to retain high

customer share.

Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Manz Wear

Private Limited under the stewardship of Mr. Kishore Biyani. It was converted into a public

limited company in September, 1991. The company sold branded garments under Pantaloon,

Bare and John Miller brands. PRIL set up its first menswear Pantaloon Shoppe outlet in 1993.

The companys name was changed to Pantaloon Retail (India) Limited in 1999, when it made

a full-fledged entry into the retail segment through the Pantaloons Family Store.

Pantaloon Retail (India) Ltd: A Company Snapshot

Business Description:

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails

stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the

discount store which offers a wide range of products under one roof. The products include

apparels and non-apparels such as utensils, sports goods and footwear. The Company also has

its presence into gold retailing by launching Gold Bazaar. The Company's Food Bazaar

provides a range of food and grocery products ranging from fresh fruits and vegetables,

staples, FMCG products and ready-to-cook products. The Central offers a chain of stores

including books and music stores, global brands in fashion, sports and lifestyle accessories,
grocery store and restaurants. The Pantaloon retail stores focus largely apparels and

accessories.

About Pantaloon Retail (India) Ltd

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores for the

financial year ending June 2008. The company is headquartered in Mumbai and has a

presence in Lifestyle Retailing through 18 Pantaloons Stores, 3 Central Malls in Bangalore,

Hyderabad and Pune. In Value Retailing it is present through 24 Big Bazaar hypermarkets,

38 Food Bazaars and 2 Fashion Stations. PRILhas a national presence with 2.6 million square

feet of retail space across 24 cities.

Pantaloon: Fashion by Pantaloon

Pantaloon is the company's departmental store and part of life style retail format. In fact,

PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store in

Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it self in

the hearts and minds of the aspirational Indian customers. The company has depth of offering

for both men and women at affordable prices. A striking characteristic of Pantaloon has been

the strength of its private label programme. John Miller, Ajile. Scottsvile, Lombard, Annabelle

are some of the successful brands created by the company. With 13 stores across the country

and an ever-increasing stable of private brands, Pantaloon - in the coming years is poised to

become a leading fashion trendsetter.

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the companys foray into the world of hypermarket discount stores, the first of

its kind in India. Price and the wide array of products are the USPs in Big Bazaar. Close to

two lakh products are available under one roof at prices lower by 2 to 60 per cent over the

corresponding market prices. The high quality of service, good ambience, implicit guarantees

and continuous discount programmes have helped in changing the face of the Indian retailing

industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local

suburban train.

Food Bazaar Wholesale prices

Food Bazaars core concept is to create a blend of a typical Indian Bazaar and International

supermarket atmosphere with the objective of giving the customer all the advantages of

Quality, Range and Price associated with large format stores and also the comfort to See,

Touch and Feel the products. The company has recently launched an aggressive private label

programme with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With

unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has

proved to be a hit with customers all over the country.

Big Bazaar

Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which

work on Wal-Mart type economies of scale. They have had considerable success in many

Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It

is a very innovative idea and this hypermarket has almost anything under one roof.Apparel,

Footwear, Toys, Household Appliances and more. The ambience and customer care adds on to

the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin !

What's in store for you at Big Bazaar?

1,70,000 products at 6- 60 % discount.

At Big Bazaar, you will get: A wide range of products at 6 60 % lower than the

corresponding market price, coupled with an international shopping experience.

Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories. Toys
Luggage
Cosmetics Home Textiles
Linens
Crockery Home Needs
Sarees
Dress Materials Suiting & Shirting Household Appliances
Stationery
Electrical Accessories Household Plastics
Utensils & Utilities
Electronics Hardware

Footwear Home Decor

Food Bazaars core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all

the advantages of Quality, Range and Price associated with large format stores and also the

comfort to See, Touch and Feel the products.

'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large

supermarkets with a difference. It was flagged off in April'02. With store sizes ranging from

8,000 sq ft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is

opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently caters to over

1.2 million customers every day across 4 outlets in India and is soon set to expand and double

this figure across 12 outlets all over the country by June 2009.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The western

values of convenience, cleanliness and hygiene are offered through pre packed commodities

and the Indian values of "See- Touch- Feel" are offered through the Mandi atmosphere

created by displaying staples out in the open, all at very economical and affordable prices

without any compromise on quality. This satisfies the Indian consumer and comforts her

before making her final buying decision. At other super markets, the consumer is deprived of

this factor.

Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna

Aasaan. This positioning platform of Food Bazaar is evident from the higher discounts

and the wholesale price-points which is below MRP.

Food Bazaar represents the companys entry into food retail and is

targeted across all classes of population. Food Bazaar replicates a local mandi, to provide

the much important touch & feel factor which Indian housewives are used to in the local

bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG

products, milk products, juices, tea, sugar, pulses, masalas, rice wheat etc, besides fruits and

vegetables. All products are sold below MRP and discounts range between 2% to 20%. Fruits

and vegetables are sold at prices comparable to wholesale prices

 Introduction to
Subject

Retailing

The Indian consumer could well be crowned King with all economic indicators in the right

place. Queuing up for the coronation ceremony are a multitude of global companies that are

looking at India as the next consumer market powerhouse. And it seems to be the retail sector

that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This project

will give focus on the global scene to retail industry and what will drive the growth of

industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain

connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs.

400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore segment of

the market is organised.

From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.

160,000 crore by 2008. The TOTAL retail market, however, as indicated above will grow 20

per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2008.

A study by McKinsey points out that India's market for consumer goods could reach a

whopping $400 billion by 2010 - making it one of the five largest in the world. Further,

KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has said:

"India represents an economic opportunity on a massive scale, both as a global base and a

domestic market." The report, however, finds that the next leap in the growth of the consumer

market will be spearheaded by the changing dynamics of the retail sector. "Companies expect

that the next cycle of change in Indian consumer markets will be the arrival of foreign players

in consumer retailing. Although FDI remains highly restricted in retailing, most companies

believe that will not be for long," says Deepankar Sanwalka, Executive Director and Head -

Consumer Markets, KPMG India.FDI in retail has once again begun to appear imminent

following Prime Minister Manmohan Singh's recent interview to McKinsey, in which he

expressed confidence that he would be able to get the Left parties on board on the matter.

KPMG is in fact going ahead with its plans to conduct a series of five roadshows in the US

and a few countries in Europe to hold discussions about the opportunities in India's consumer

markets, especially in retail. And the numbers do lend credence to the enthusiasm.The
Economist Intelligence Unit (EIU) country briefing on India, 2008, estimates the retail market

in India will grow from $394 billion in 2008 to $698.9 billion in 2011. In fact, KPMG finds

that the organised retail sector in India is expected to grow at a higher rate than GDP growth

in the next five years, driven by changing lifestyles, strong income growth and favourable

demographic patterns. According to EIU, India currently has more than five million retails

outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast.

Emergingtrendsinorganizedretailing

Over the last five years, a number of large business groups such as Tatas, RPG, Rahejas and

Piramals has set up stores/malls and built businesses within retail. Thesem include the

Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Rahejas Rs1.8bn

Shoppers Stop - a multi-brand departmental outlet and the Crossroads Mall set up by the

Piramals. While many of these initiatives were initially driven by the need to use existing real

estate, they are beginning to assume the contours of a serious business today.

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to

grocery and convenience stores. Suitability of location, optimal utilization of real estate,

diversifying business to reduce reliance on the commodity nature of fuel retail business and

improve margins are the key factors that has lead fuel majors to

enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful

of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based

chain selling consumer durables and Narulas - the food chain in North India.
Interestingly, manufacturers are also looking for forward integration and are building chains

around brands. Brands in apparel, footwear and durables have driven the growth of specialty

chains and upgraded existing multi-brand outlet.

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of small,

independent, owner-managed shops, it happens to be the country's second largest

employer after agriculture. The country is currently witnessing a boom in retailing,

thanks mainly on account of an increase in the disposable incomes of middle and upper-

middle class households.

More and more corporate houses, including large real estate companies, are now entering

the retail business directly or indirectly. One sign of the modernization of Indian retailing

is the rapid growth in the number of speciality malls and theme malls. The Piramals,

Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like

Crosswords, Shopper's Stop and Pantaloon have taken the lead in organised retailing.

Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only around two per

cent of the $180 billion retail market in India - it is likely to touch 10 per cent by the end

of this decade. Four product categories have led the organized retailing wave: foods,

apparel, lifestyle products, consumer durables and electronics. In recent times, several

theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto

Mall, etc catering to specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing speciality malls. Speciality

malls are already a success in the West, whereas the concept is in its infancy in India. One
could venture so far as to say speciality and theme based retailing will drive the growth of

organized retailing in India.

ORGAINSED RETAILING

Organised retailing got a leg up during 2008 with the opening of new format stores, rapid

growth of existing players, start-up of new-generation shopping malls, the Government's

intention of allowing a certain level of foreign direct investment in retail and the formation of

a retailers' association. With consumer sentiment positive during most of 2008, it led to

substantial spending across a number of categories such as consumer durables, clothing and

lifestyle, automobiles and telecom products. At the beginning of this decade, organized

retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated

total retail market. This share has already grown to 2 per cent. Growth projections for retail

business vary widely. Some studies estimate that by 2011, the share of organized retail in the

retail pie will jump three times to reach 5-6 per cent.

BIG BAZAAR AT DELHI METRO STATIONS!

First time a Discount Hypermarket opens at a Metro Station

Pantaloon Retail opens 2 Big Bazaars at Wazirpur & Inderlok

Metro stations in Delhi

Pantaloon Retail (India) Limited, the countrys leading retailer, opens 2 BIG BAZAARS in

Delhi. The two BIG BAZAARS are located at the Wazirpur and Inderlok

Metro Stations respectively. This is the first time a discount hypermarket has

opened at a station and Big Bazaar is proud to be the first to offer a never-before shopping
experience to the metro commuters. The national tally of BIG BAZAAR is now at 20 taking

the total tally of BIG BAZAAR in NCR region to 4.Both BIG BAZAAR, Wazirpur & BIG

BAZAAR, Inderlok have FOOD BAZAARS within the store. This takes the national tally of

Food Bazaar to 32 and total tally of Food Bazaar in NCR to 5.

BIG BAZAAR will provide shoppers with a completely new shopping

experience and make available -a range of products for every household need

at never before prices Shoppers for the first time will have the widest range of products in

every segment Womens Apparel, Mens Apparel, Accessories like belts and bags,

Cosmetics, Gold Jewellery, Kids Wear, Stationary and Toys, Footwear, Plastics and Home

Dcor products, Utensils & Home Appliances, Gift Articles, food and grocery items.Food

Bazaar will offer services like Live Kitchen where customers can get vegetables cut and

select gravies of their choice, Golden Harvest providing best quality grain, pulses & spices,

Ready to cook and Hungry Kya the ready to eat food sections. In addition, regular Food

Bazaar offerings of Grains and Provisions, Farm Fresh Fruits & Vegetables, Drinks &

Beverages, Dairy Products, Fabric Care products, Music Cassettes and CDs, Chill Station,

Home Care Products, Accessories, Kitchen Linen.

On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail

(India) Ltd., said, We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations in

Delhi. As has been the homemakers experience across the country, the store is a support to

the homemakers untiring effort of saving the maximum while giving the best to her family.

Our opening of the 2 stores in Delhi after the runaway success of the other stores at Gurgaon

& Ghaziabad shows our commitment to this region. It also reflects the love and affection the

people of this region have showered on us!

Living up to its motto of Is se sasta aur accha kahin nahin", all products in BIG BAZAAR

will be available at prices lower than the MRP, often up to 60% discount. In addition to this,

various offers, discounts and promotions will be regularly held at the store. The consumer will

experience a new level of standard in price, convenience and comfort, quality, quantity, and

store service levels. BIG BAZAAR in its true hypermarket model will offer all of the above

for both leading brands as also for its private labels.

A layout chart of Big bazaar located at Indralok

LAYOUT INDEX

1. HELP DESK

2. KIDS ACCESSORIES

3. JACKETS

4. BABA SUITS

5. LADIES TOPS

6. TRIAL ROOM
7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION

DESCRIPTION)

8. WOOLEN CLOTHS FOR KIDS

9. WINTER WEAR

10. KIDS CASUAL WEAR

11. KIDS JEANS AND SHORTS

12. INFANT SHIRTS AND T-SHIRTS

13. MEN ACCESSORIES SUNGLASSES, WRIST WATCHES ETC

14. SOFT TOYS

15. HOME DECORATIVE ITEMS

16. MUSIC COUNTER

17. LADIES ETHINIC

18. LADIES WESTERN

19. LADIES FORMALS(OFFICE WEAR)

20. LADIES ACCESSORIES LINGERIES

21. LADIES PERFUMERIES

22. LADIES COSMETICS

23. LUGGAGE

24. FOOTWEAR

25. SPORTS

26. SCHEME BASED PROMOTIONAL ITEMS

27. CASH COUNTER

28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

 29. MEN FORMAL SHIRTS

30. MEN TROUSERS

31. MEN SUITS AND BLAZERS

32. MEN FABRICS

33. MEN ETHINICS

DESCRIPTION

HELP DESK As you can see from the layout, the Help Desk is located in a place where

every one has their first sight that is in front of the entrance. This shows that when a person

enters in to big bazaar it can get all information about the stores of big bazaar from the person

sitting in the help desk. Help Desk uses paging service as a tool for the convenience of its

employees and customers.

KIDS SECTION The kids section is located just at the left corner of the entrance of big

bazaar. In the kids section kids accessories like diapers, trolleys, suckers, water bottles are

available in one part. Kids jackets and baba suits are available in another part. Kids casual

wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed
in another part. In this section the pillars are used for displaying information like size chart

and section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION Next to it is the mens section that is in the center. It is divided in to

five parts. At one part men formal shirts are available. In other parts men trousers, suits and

blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum

of Rs99 to Rs899.

LADIES SECTION Next to it is the ladies section that is in the extreme right side. The

ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies

western wear, ladies formals (office wear), ladies accessories lingeries, ladies perfumeries,

and ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000

approx.

Promotional scheme With an add on to the above products there are various other

products which are available with a promotional scheme. The various products under this

scheme includes girl t-shirts, infant winter wear etc.

Non-Promotional scheme There are various other products available without any

promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night wear,

kids salwar suits etc.

Sports Store At the extreme corner there is a sports store where various kinds of sport

items are available.

Food Bazaar The food bazaar is in the 1st floor of the building. Various kinds of food

items, fruits and vegetables are available there. Sitting arrangements are well made so that

people can sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter The cash counter is located just near the exit

Product Layout Chart

Ground Floor First Floor

1. Ladies Western 1. Fruits and Vegetables

2. Ladies Ethnic 2. Golden Items

3. Saree and Dress Materials 3. Ready to eat

4. Night wear/Lingerie 4. Ready to cook

5. Boys and Girls 5. Sweets and Farson

6. Infants 6. Spices

7. Toys 7. Beverage

8. Mens Formals 8. Confectionaries

9. Mens Ethnic 9. Tea and Coffee

10. Mens Casuals 10.Personal Cars

11. Mens Accessories 11.Plastics

12. Mens Party 12.Utensils

13. Denim and T-shirts 13.Crockeries

14. Sportswear 14.Appliances

15. Footwear

16. Home Linen

17. Luggage
18. Sunglasses and Watches

BIG BAZAAR AT GURGAON

From today, housewives and compulsive shoppers in Gurgaon need not

step elsewhere for shopping. With Big Bazaar, the hypermarket (discount

store) from Pantaloon Retail (India) Ltd. opening its first outlet in North

India, they have a lot to choose from. Spread over an area of around

50,000 sq ft, Big Bazaar offers a variety of products 2% to 60% lower

than the corresponding market price. After consolidating its position in 4

cities namely Hyderabad, Kolkata, Bangalore and Mumbai (Lower Parel

and Mulund), Big Bazaar is all set to win t! he hearts of people in Delhi

and Gurgaon.

Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer,

Pantaloon Retail (India) said, "The Company was the first in India to

launch a hypermarket discount store - Big Bazaar. Seeing the tremendous

response, today we are pleased to bring the same excitement to shoppers

in and around Gurgaon in the form of Big Bazaar with its variety, discounts

and shopping ambience. The main attraction at Big Bazaar is the product

variety. The company will stock about 1,70,000 items. In short, there is

something for everyone."

Big Bazaar has apparel and accessories for men, women and children
besides Cosmetics, Toys, Home Needs, Household Appliances, Gift items,

Jewellery, Luggage, Linen, and a lot more.

Food Bazaar, with an area of around 10,000 sq ft is also a part of Big

Bazaar offering products at wholesale rates below the MRP. To attract

regular bazaar-goers, a mandi has been created within Food Bazaar where

Consumers could touch, feel, pick & choose products. This choice has

been supplemented by the provision of packaged food for the Westernized

shoppers. Food Bazaar will stock around 10,000 stock keeping units

(SKUs). These will include provisions, vegetables, fruits and fresh

produce, FMCG products, bakery products, basic staples, cereals, pulses,

cooking oils, flour, spices, dry fruits, health food, baby food, dairy

products, drinks, beverages as well as ready-to-eat and ready-to-cook

product! s. There are special purchase offers and discounts worked out

with several leading brands exclusively for Food Bazaar customers making

shopping at Food Bazaar highly affordable.

 LITERATURE REVIEW

For the survey of existing literature, the research papers published in Journals,

Reference books, Magazine, internet, government report etc were referred. The

observation and findings presented in this section are based on this literature review.

Feinberg, Sheffler, Meoli and Rummel (1989) considered the social stimulation provided

by malls, finding that the mall served as an outlet for social behavior. Further examination

of this issue was made by Lotz, Eastlick and Shim (2000), who studied the similarities

and differences between mall entertainment seekers and mall shoppers. Their results

supported hypotheses that there are different motivations for individuals who visit a mall for

entertainment activities versus those who visit for shopping purposes.

Roy (1994) in his study considered several characteristics of shoppers - such as

functional shopping motivation, deal proneness, recreational shopping motivation, age,

income and family size, to be a significant influence on mall shopping frequency.

Burns and Warren (1995) opined that since the store mix and product offerings of many

regional shopping malls are very similar, often the primary discriminator between many of

these centers is merely location. Making the choice to shop at a regional shopping mall other

than the one nearest to ones place of residence, therefore, does not appear to be a logical

choice in many instances. Such behaviour, however, appears to be relatively common. It

would appear; therefore, that regional shopping mall choice may not always be based solely

on the offerings and location of the available shopping alternatives

Jackson (1996) in his study observed that malls have become the place where senior citizens

walk in comfort and security, where parents lead their young to Santa Clauses, where

singles court, where teenagers socialize and where everybody consumes. Indeed a new term,

Mall Rats has been coined to describe the legions of young people who spend their free

time cruising indoor corridors. This proliferation of uses and of customers has led to the

frequent observation that regional malls are the new downtowns, the centers of informal

social interactions, the successors to the

traditional marketplace.
J.A.F. Nicholls (1997) in his article has mention about the situational dimensions

affecting purchasing behavior of Hispanic customers in a mall at some distance

from their neighborhoods. The Hispanic shopper (which would also include a large

segment of immigrants) makes the (shopping) trip worthwhile by traveling with

companions, consummating a purchase while at the mall, and buying food or beverage

during the visit. The Hispanic shopper also spends more time at the mall and visits more

stores while there.

Pashigian and Gould (1998) stated that consumers are attracted to malls because of the

presence of well-known anchors - department stores with recognized names. Anchors

generate mall traffic that indirectly increases the sales of lesser-known mall stores. Lesser-

known stores can free ride off of the reputations of better-known stores. Mall developers

internalize these externalities by offering rent subsidies to anchors and by charging rent

premiums to other mall tenants. The results of this article suggested that mall developers

are behaving rationally because they know that anchors attract customers to the mall and

increase the sales of other mall stores.

Kay M. Palan (2000) in his paper outlined gender identity, of consumer behavior studies in

the marketing literature that have examined gender identity. Based on the literature review,

the paper evaluates whether gender identity research is still warranted, and proposes specific

research questions to guide future research. The author is of the view that it is very essential

to understand the complex and changeable nature of personality traits associated with gender

categories.

Nikhilesh Dholakia & Piyush Kumar Sinha (2005)

Customers tend to come to the stores with a choice set. This set varies according to the

extent of planning that the customer undertakes before reaching the store. With more

planning, this choice set narrows. While buying from the traditional format (serviced) stores,

the customers carry lists. These lists, in many cases, mention the brand name of the product.

Generally, the retailer simply fetches the sought brands and collects them on the counter,

ready for tallying and payment. In the very affluent families, these patterns exhibit

variations. Rather than the husband, the cart pusher may be the maid or the driver

(chauffer). Of course, in such cases, almost all the picking and paying is done by "madam,"

the housewife-employer. While not yet much evident in Ahmedabad, in bigger metropolitan

areas such as Delhi or Mumbai, there are some observed cases of maids coming to shop on

their own, using lists provided by the employer. To command appropriate respect from the

store help, the maids "dress up" in such situations.

There has not been significant effort by research scholars and marketers to study the

consumer behavior pattern in Malls and to differentiate the same with behavior pattern

in traditional Mom-&-Pop shops. If the research has been conducted it is not being

made available to the other researchers.

Surbhi Khosla (2006) in her article briefly discussed about the retail sector in India

and its journey. The article mentions in the chronological order the evolution of different

retail formats in India and also major retailers in different formats. The article also

discussed the recent trends in the formats and future scope of the different formats of

retailing.

Prakash Chandra Dash (2007) studied and explodes the opportunities, challenges and

strategies of Indian retail sectors. The paper discusses the challenges like merchandising

mix, retail differentiation, supply chain management and also competition from supplier's

3
brand in the Indian perspective.

Sonal Kureshi, Vandana Sood, Abraham Koshy (2007) conducted a research

study on Comprehensive Analysis of Exclusive Brand Store Customer in Indian

Market. The objective of the research was (a) to provide insight about the profile

of the consumers of exclusive brand store, based on their demographic and

psychographic characteristics (b) to find out differences if any between the

Browser and Purposive customers and (c) to examine the differences that emerge

and draw implications for the retailer.

28
 OBJECTIVE OF THE STUDY:

Main objective of the study is to find out the buying behavior of the customers coming in
to Big Bazaar.

There are some extensive objectives for the study which are listed below.

1. To determine the current status of Big Bazaar.

2. To find out the working environment of Big Bazaar.

3. To study the satisfaction level of customers in different attributes of Big Bazaar.

29
 Research
Methodology

30
 RESEARCH METHODOLOGY

Technology and customers tastes and preferences plays a vital role in todays generation.

Research Methodology is a set of various methods to be followed to find out various

informations regarding market strata of different products. Research Methodology is

required for every industrial service industries for getting acquire knowledge of their

products.

Period of Study: This study has been carried out for a maximum period of 7 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process

requiring care, sophistication, experience, business judgment, and imagination for which

there can be no mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability

sampling procedure would require detailed information about the universe, which is not

easily available further, it being an exploratory research.

Sample Procedure: In this study convenience sampling procedure is used.

Convenience sampling is preferred because of some limitation and the complexity of the

random sampling. Area sampling is used in combination with convenience sampling so as

to collect the data from different regions of the city and to increase reliability.

31
Sampling Size: The sampling size of the study is 200 users.

Data Collection: Data is collected from various customers through personal

interaction. Specific questionnaire is prepared for colleting data. Data is collected with

mere interaction and formal discussion with different respondents

Tools of Analysis: - The market survey and the techniques for marketing and

investment of finance is carried out by physically interacting with the potential customers

in big bazaar.

Research Design: - The research work is exploratory in nature, and is meant to

provide the basic information required by research objectives. It is a preliminary study

based on primary data and the findings can be consolidated after a detailed conclusive

study has been carried out.

32
33
Limitations

34
 Preparation of a project report and concluding a research is a whole process

which is carried out in a number of steps. Therefore through out the whole

process of research there are a number of difficulties encountered by researcher,

at every step. In the present study we may assume following limitation.

1. Data dont represent entire population behavior.

2. It is very difficult to measure perception by means of mathematical

calculation.

3. This research was done in Delhi and gurgaon city only hence this

Conclusion is valid only for Delhi and gurgaon.

4. It was assumed that respondent have the knowledge of the choice that

were given in the questionnaire and respondent were compelled to

choose only from given alternatives.

The respondent view point on the study/questionnaire purely judgment and may be

induced by other reasons also.

35
Analysis

36
 ANALYSIS

The survey is done on big bazaar. Survey is done of 200 respondents of Delhi who

come to visit big bazaar. A specific questionnaire is prepared for the customers and data is

obtained from them by moving around big bazaar and personally interacting with them.

The customers gave valuable information regarding their consumption pattern in big

bazaar. All informations are collected and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is done

as per the information obtained from the customers and a serious interpretation has been

done to best of my effort.

37
 Income wise distribution of customers coming to big bazaar

Higher Income Group 5%

Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%

38
Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 200 respondents 50% of customers are of middle

income level that is between Rs20000 60000. Least number of customers visiting Big

bazaar are the higher income level people that constitute only 5%. The lower income

level of people coming to big bazaar constitutes of 20%. 25% of people belong to no

income group which mostly consists of students.

Interpretation: Big bazaar is the hub of shopping for middle level income group
people because of its reasonable price on its each product category. The higher-level

income group people dont prefer to do shopping in big bazaar, as it doesnt deal with

branded products. The higher-level income group people are very status conscious and

their psychology is such type that they dont prefer much to visit big bazaar, as it is a

discounted store. The lower income group people come in to big bazaar as they get goods

at a discounted price. Hence big bazaar should include branded products in its product

category, which will encourage higher income group people to come in to big bazaar.

Probably not much of lower income group people come to big bazaar as they dont like to

have any shopping experience rather they just go for near by store where they can get

their necessity goods. Even they purchase goods on a regular basis on a small quantity.

So they dont have much interest to come to big bazaar and do shopping.

39
 Purpose behind visiting big bazaar

Shopping 60
Outing 10
Both 30

40
Analysis: Out of the 200 respondents 60% of respondents visit big bazaar for

shopping, 10% for outing and 30% visit big bazaar for both the purposes.

Interpretation: From this I interpret that big bazaar is purely a shopping complex

but it also facilitates a certain kind of ambience and decorum to the people that they also

visit it for the purpose of outing. The infrastructure and ambience of big bazaar is so that

people even like to go there even also they dont have to purchase anything. People enjoy

doing shopping in big bazaar. This is very nice for it as often customers purchase some

goods while moving I the building.

41
 Garment Outlet 40%
Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%

Demand for other retail outlets in a mall

42
Analysis: The above graph shows that 40% of people visit garment outlet in a mall

other than that of big bazaar. 20% of people also prefer to visit food court in a mall other

43
than big bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar.

10% of people also go to mall for entertainment purpose. Some people that are 15% each

also visit gift corner store and jewellery & watches store in a mall other than big bazaar.

Interpretation: From this analysis I come to know that most of the people tend to

visit garment outlets in a mall other than big bazaar as it has some exclusive branded

outlets. People also go for footwear stores as malls have branded footwear stores in it.

People go for watching movies to mall for entertainment. Yet a few people visits gift

corners and jewellery stores in a mall. This is of course a threat for big bazaar that it is

not able to attract customers from other retail outlets and retain them with it. Big bazaar

should definitely include more of branded products in its product category in order to

bring in the customers of mall to it and retain them with it. It can include some of the

exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy

customers.

Products mostly purchased by customers in big bazaar

Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%

44
Analysis: This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is for

food items that is 50%. 25% demand is for leather items in big bazaar. Electronic items

holds 15% of demand and gift items and other items has a demand of only 10% by the

customers of big bazaar.

Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items in big bazaar. Electronic items have a little

demand by the customers. Gift items and other items are not much in demand by the

45
customers. I can interpret that clothes, grocery and food items are the major products

which hold maximum number of customers. So big bazaar should maintain its low

pricing and product quality to keep hold of the customers and also it should keep more

qualitative products of gift and leather items so that people would go for more purchase

of these items from it. Big bazaar has many local branded products of grocery and cloths

and it is successfully selling it. It should also include branded products so that more sales

can take place.

Expenditure pattern of customers coming in to big bazaar

Below 500 11%

500-1000 16%

46
 1000-1500 22%
1500-2000 22%
More than 2000 29%

Analysis: We can clearly see from this graph that majority of the customers spend a
lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to big

bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs

1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and

only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.

Interpretation: From this I interpret that most of the customers purchase goods in
bulk which leads them to spend a lot. Volume sales are high in big bazaar. Customers

tend to purchase more goods from big bazaar as it provides goods at a discounted rate.

47
Probably those persons who spend more in a visit to big bazaar are purchasing on a

monthly basis. Those customers who are spending very less money that is below Rs 500

are mostly coming in just to move around big bazaar and spend time. In the process they

used to spend money on food items and also purchase some products while roaming in it.

Impulse buying behavior of customers comes in to play to a large extent. More discounts

shall be provided to people who does bulk purchase. This will encourage people to

purchase more products.

Time spent by customers in shopping in big bazaar

Less than half an hour 10%

Half an hour to 1 hour 30%
1 hour to 1 1/2 hours 50%
1 1/2 hours to 2 hours 40%

48
 More than 2 hours 20%

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents said that they spend at least 1 hour to 1 hours in big bazaar. 40%

respondents also said that they spend 1 hours to 2 hours in their visit to big bazaar.

Only 10% of people said that they spend very little time that is less than half an hour in

big bazaar.

Interpretation: As per the given data I interpret that customers are very product
choosy now a days and thats why they spend a lot of time in shopping in big bazaar.

Probably customers might even be spending more time in big bazaar as it provides a very

nice ambience and atmosphere for the people to shop in. Hence those persons who spend

half an hour or less than half an hour in big bazaar are those persons who just come to

purchase limited products and come only because of low pricing of products. People also

spend much time in it but purchase very few goods. The sales personnel should focus on

49
the people who take long time in shopping and purchases a lot and provide special kind

of service to them as they are the major customers.

Comparison of footfalls in weekdays and weekends

Weeks days 40%

Weekends 60%

50
Analysis: The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays where as

60% of people visit big bazaar in weekends.

Interpretation: I can clearly interpret from this that most of the people tend to visit
big bazaar in weekends rather than that of week days. There are more footfalls in big

bazaar in weekends than that of week days. Though there is not much difference as 40%

of people visit big bazaar in week days hence in weekends the footfall increases by 10%.

As people come more in weekends, so big bazaar should keep it open for more time in

weekends. The infrastructure can be changed a bit in weekends so that customers can see

more products clearly and can move around comfortably. In order to bring in more

number of customers in week days big bazaar should provide some schemes in week days

which will encourage people to come in to it in week days also. Hence the crowd is more

in weekends and big bazaar should avail more parking spaces for its customers in

weekends. It can make some temporary arrangement for parking every weekend. It

should not spend much money in advertising and displaying of products in weekdays

51
rather it should advertise and display products more in weekends as more number of

people comes in weekends.

Customers preference of timing to visit big bazaar

10 A.M. - 6 P.M. 42%

6 P.M. -10P.M. 58%

52
Analysis: The above pie chart shows that most of the people prefer to visit big bazaar
in evening time than that of the daytime. Only 42% of people tend to visit big bazaar

during daytime while 58% of people tend to visit big bazaar during evening time.

Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and daytime is the off peak time for big bazaar. There is more number

of people found in big bazaar during evening time than that of daytime. Probably more of

products are being sold during evening time in big bazaar than that of daytime. Big

bazaar shall provide some special offerings during daytime so that more people should

come in during daytime. It could offer some special kind of product in daytime, which

will be not available during evening time. In this way it will bring in more number of

people during day time for getting the special kind of products but along with that it will

be able to sale other products as people do a lot of impulse buying at big bazaar.

53
Comparison of customers purchasing with planned list of
products and purchasing products on an unplanned basis

Yes 80%

No 20%

54
Analysis: As shown in the graph out of my total respondents of 200, 80% of

customers come to big bazaar with a planned list of products. Only 20% of people come

in to big bazaar without any planned list of products to be purchased from big bazaar.

Interpretation: As per the data obtained from the customers of big bazaar I

interpret that most of the customers comes in to big bazaar with a planned list of

products. Few customers come to big bazaar without any planned list of products and

purchases products depending on their selection. These people basically come to the mall

and hence get in to big bazaar. Depending on the product category and brand and quality

of products they purchases goods. Some couples come to mall and go to food bazaar to

have food together and to have chit chat among them. The customer who comes with a

planned list of products purchases more products than that of the customers who comes

without any planned list of products. So big bazaar should provide more variety and

essential goods so that more number of people should come in with a planned list of

products.

55
 Brand preference of customers in big bazaar

Yes 10%
No 50%
Depends on category 40%

56
Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny

that they dont prepare in list of brand in advance. 40% of people told that they prepare a

list of brand depending on the product category.

Interpretation: From this I interpret that customers dont opt for much brand
preference while purchasing products in big bazaar. A few customers search for brands

but depending on the product category. Customers probably dont decide for brands on

products as there are not much of known branded products available at big bazaar. On

product categories like grocery and clothes, big bazaar has many local branded products.

Customers purchase a lot of these, as its cheap in price even though its quality is not so

good. As most of the customers belong to lower class and middle class people, they

purchase those local branded products as it gives them value for money. Different

products of the same category have different prices. Quality of products varies with the

price. This enables customization of products for various types of customers. Customers

search for brands mostly in apparel section. Some customers also pre decides the brand

on the local manufactured grocery and food products of big bazaar. Big bazaar should

include more of the branded products in its each category so that customers have more

options to choose among the brands. This will bring in more number of people to big

bazaar, which will definitely increase the sales.

57
 Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
Comparison
of brand preference on different product category

58
Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift
items and 25% is on electronic items. Brand preference on leather items is 2% and 12%
on any other item.

Interpretation: From this I interpret that some of the products brand are predecided
in advance and for some of the products customers dont at all predecide any brand. As
per electronic goods are concerned customers predecide the brand as many branded
electronic products are available in big bazaar. The customers predecides brands on cloths
and grocery most as big bazaar produces much of local brands and also have some well
known branded products of clothes with it like flying machine jeans.

59
Cash Payment 73%
Credit Card 21%
Debit Card 6%

Mode of payment of customers in big bazaar

60
Analysis: As per my study is concerned, out of the total respondents 73% of people
make cash payment in big bazaar. 21% of them uses credit card as their mode of payment

and 6% of the people makes payment in big bazaar through their debit card.

Interpretation: As per the obtained data I interpret that maximum number of

people makes cash payment in big bazaar. A fraction of people uses their credit card for

payment in big bazaar and a very few people uses their debit card for payment. I can

interpret that quick exchange of money for goods is done in big bazaar as most of the

people mode of payment is cash payment. Hence some times big bazaar has to wait for a

short time period as some of the customers make their payment through credit and debit

card.

Customers mode of transport to big bazaar

61
Hired Vehicle 10%

Two-wheeler 40%

Four-wheeler 50%

Any Other 0%

62
Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to
big bazaar with their own four wheelers. The second majority of people consist of people

riding two wheeler and coming in to big bazaar. Only 10% of people of the total

respondent visits big bazaar on hired vehicles. None of the customers of the total

respondent comes in any other mode of transport.

Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go

to big bazaar in four wheelers than that of two wheelers. A few people are found who

comes in to big bazaar with a hire vehicle. Probably they might be the tourists.

63
 Parking space availability in big bazaar

Less than adequate 45%

Adequate 45%
More than adequate 10%

Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is

64
provided for parking big bazaar. Only 10% of people say that more than adequate space is

available for parking in big bazaar.

Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence its a threat for

big bazaar as it may loose its customers because of less parking space availability. Even

though many customers say adequate space is available for parking in big bazaar but also

it is a threat for big bazaar as it is seen more number of people are expected to come in to

big bazaar. In holidays probably it will be very difficult for customers to park their

vehicle in big bazaar.

Customers preference towards Kirana store

65
 Yes 85%

No 15%

Analysis: Out of my total respondent of 200 customers, 85% of them says they go to
their near by kirana store and 15% said that they dont at all go to any kirana store. This

shows that majority of people go to kirana store even though they visit big bazaar. But

some customers are there who never goes to any kirana store.

66
Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from near by kirana store even if they come to big bazaar. I can conclude

from this that a kirana store is a competitor of big bazaar. Some customers never go for

shopping in kirana store as of it does not have much variety option available with it.

Probably they are more interested in having a shopping experience rather than to just go

and purchase goods from kirana store.

Comparison of Big bazaar with any Kirana store

Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar 70 50 100 40 25 90 95

Kirana
store 30 50 0 60 75 10 5

67
Analysis: The above graph shows the comparison of different factors between big

bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a

cheaper price as compared to that of a kirana store. 50% of people say big bazaar

provides better service and another 50% of them say kirana store provides better service.

Each and every customer that is 100% agrees that there are more variety of products

68
available at big bazaar than that of kirana store. As per quality of goods is concerned 60%

of the customer say kirana store provides better qualitative products while 40% of the

customers say big bazaar also provides qualitative products. 75% people say it is more

convenient for them to go to a kirana store while 25% of them say going to big bazaar is

more convenient for them. 90% of respondents said it is a good shopping experience at

big bazaar while 105 of them said that they also have a good shopping experience at

kirana store. As per ambienc

e is concerned 95% of customers said big bazaar provides much nice ambience than big

bazaar while 5% of them said that ambience provided by kirana store is also equivalent to

that of big bazaar.

Interpretation: I interpreted from this that a kirana store is one of the competitor of big

bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides

more satisfaction to customers. Big bazaar should try to improve on each of its attributes

and out compete the kirana store so that it can convert the customers of kirana store to be

the customers of big bazaar.

69
70
SWOT ANALYSIS

71
 SWOT Analysis of Big bazaar

A swot analysis is done to know the strengths, weaknesses, opportunities and threats of

any company. This analysis will explain about the strengths, weaknesses, opportunities

and threats of big bazaar.

Strengths of Big bazaar

Large variety option

Cheap price
Huge customer Base
Volume sales

Weaknesses of Big bazaar

Lacks in branded products

Low in product quality
Unable to provide enough parking space to its customers

Threats for Big bazaar

Opening up of other discounted stores like Vishal mega mart

Convenience of customers to near by kirana stores
Availability of products in other retail outlets

72
Opportunities for Big bazaar

To open up more and more number of big bazaars in different cities

of the country.
To grab the rural market
To bring in the customers of other retail outlet by dealing with
branded products.
Add more products to its product category

73
Suggestions

74
 Suggestions

Big bazaar should provide large parking space for its customers so that they can

easily park their vehicles.

Big bazaar should include more of branded products its product category so as to

attract the brand choosy people to come in to big bazaar.

It should make different cash counters for different customers. Cash counter and

credit card payment counter should be placed differently in order to reduce the

rush and save the customers time. This will be a kind of motivator for the

customers of big bazaar.

The service of the sales person is needed to be improved. Personal care should be

taken by the sales person for the customers so that the customers feel good.

During the off peak hours big bazaar should provide some offers to its customers

so that people would be encouraged to come to big bazaar during off peak hours.

75
 The customers who are present in the mall during the off peak hours of big bazaar

will definitely go in to big bazaar if surprise offers are made at that time.

Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of big bazaar should be able to

provide all necessary information to the customers whenever it is required.

The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

76
Conclusion

77
 Conclusion

Big bazaar is a major shopping complex for todays customers. It is a place where

customers find variety of products at a reasonable price. Big bazaar has a good reputation

of itself in the market. It has positioned itself in the market as a discounted store. It holds

a huge customer base. The majority of customers belong to middle class family. The

youth generation also likes shopping and moving around big bazaar. Volume sales always

take place in big bazaar. Impulse buying behavior of customers comes in to play most of

the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,

stationary, food items, electronic items, leather items, watches, jewellery, crockery,

decorative items, sport items, chocolates and many more. It competes with all the

specialty stores of different products which provide goods at a discounted rate all through

the year. It holds a large customer base and it seemed from the study that the customers

are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities of

India, it seems that there is a vast growth of big bazaar lying as customers demand is

increasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on different

product category. It has emerged as a hub of shopping specially for middle class people.

Different types of products starting from a baby food to pizzas all are available under one

roof. In Delhi it is the middle class people who mostly do marketing from big bazaar.

Even most of the people do their monthly shopping from big bazaar.

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People not only visit big bazaar to do shopping but also visit for outing purpose as it

provides a very nice ambience to its customers. As people go to malls they just tend to

move around big bazaar whether it is for shopping purpose or for outing purpose.

Grocery, apparels and food items are the products which are demanded most by the

customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in

providing enough parking space for its customers. This may discourage the customers to

come to big bazaar and shop as they face difficulty in parking their vehicles. Even though

some customers say that they dont feel problem in parking their vehicle, it is because of

the parking space available to them by the mall. As it is surveyed it seems that the biggest

competitors of big bazaar are the kirana stores and the discounted specialty stores like

Vishal mega mart, Delhi bazaar etc.

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Questionnaire

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Questionnaire prepared for customers of Big Bazaar

1. How frequently do you visit Big Bazaar?

a) Weekly
b) Monthly
c) Quarterly
d) On a unplanned basis

2. Apart from Big Bazaar do you intend to visit any other retail outlet in a
Mall?
a) Yes b) No

3. If yes then what are the other retail outlets do you intend to visit in a
mall?
a) Garment Outlet
b) Footwear Outlet
c) Food Court
d) Entertainment
e) Gift Corner
f) Jewellery and Watches store

4. What is the purpose behind visiting Big Bazaar?

a) Shopping
b) Outing
c) Dating

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5. What type of products do you mostly purchase in Big Bazaar?
a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item

6. On an average how much amount of money do you spend in a visit to Big

Bazaar?
a) Below 500
b) 500 1000
c) 1000 1500
d) 1500 2000
e) More than 2000

7. How much time do you spend in a visit to Big Bazaar?

a) Less than half an hour

b) Half an hour to 1 hour

c) 1 hour to 1 hours

d) 1 hours to 2 hours

e) More than 2 hours

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8. Which days of the week do you prefer to visit Big Bazaar?

a) Week days

b) Weekends

9. Which time of the day do you mostly prefer to visit Big Bazaar?

a) 10am 6pm

b) 6pm 10pm

10. Do you go with a planned list of products to be purchased from Big

Bazaar?

a) Yes b) No

11.Do you prepare a list of brands in advance when you visit to Big Bazaar?

a) Yes b) No

c) Depends on category

12. In which categories of products do you pre-decide the brands?

a) Cloths

b) Leather Items

c) Electronic Items

d) Grocery

e) Gift Items

f) Any other Item

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13. What is your mode of payment in Big Bazaar?

a) Cash payment b)Credit Card

14. What encourages you to visit Big Bazaar?

a. Price

b. Service

c. Ambience

d. Product Variety

e. Product Quality

f. Convenience

15.How would you rate the services of the sales personnel in Big Bazaar

on a 1 5 scale?

a. Very good

b. Good

c. Ok

d. Poor

e. Very poor

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 16.What is your convenience to Big Bazaar?

a) Hired vehicle

b) Two-wheeler

c) Four-wheeler

d) Any other

17. How is the parking space availability in Big Bazaar?

a) Less than adequate

b) Adequate

c) More than adequate

18. Do you go to Kirana store?

a) Yes b) No

19.Compare your nearest Kirana store with Big Bazaar on the following

parameters.

i. Price

ii. Service

iii. Variety

iv. Quality

v. Convenience

vi. Shopping Experience

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..

1. Name: -

2. Age: -

3. Sex: -

4. Location/Address: -

5. Qualification: -

6. Profession: -

7. Whats your monthly income?

a) Below 10,000

b) 10,000 20,000

c) 20,000 40,000

d) 40,000 60,000

e) More than 60,000

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Bibliography

87
 BIBLIOGRAPHY

BOOKS-

KNOOTZO DONNEL

Essentials of management concepts

PHILIP KOTLER

Marketing Management

C .R. KOTHARI

Research Methodology

WEBSITES-

www.bigbazaar.com

www.google.com

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REFERENCE-

Big bazaar outlet in Gurgaon, Noida, Gazhiabad, Indralok, and

Wazirpur.

MAGAZINE-

Business World

The Economic Times

89
ANNEXURE

90
Big bargains at Big Bazaar

BIG BAZAAR, the retail store at Koramangala, has an exchange offer where you can get

rid any old item and get yourself a new one. The offer is applicable to products like

utensils, plastics, footwear, luggage accessores, garments, toys, watches, glass,

electronics items, and so on. Customers can get their old household items valued. Big

Bazaar says it offers better value because old, broken utensils and plastics can be

exchanged for as much as Rs. 40 a kilo.

What is more, consumers need not exchange their old items for similar items. They can

bring in an old piece of luggage and walk off with a salwar kameez instead. Similarly, old

shoes and can exchanged for an electric rice cooker.

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Sahara-Mall-Gurgaon-front

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