1

Chapter No. – 01
INTRODUCTION
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Chapter No. – 01

INTRODUCTION
India has one of the largest numbers of retail outlets in the world. Of the 12 million retail
outlets present in the country, nearly 5 million sell food and related products. Thought the market
has been dominated by unorganized players, the entry of domestic and international organized
players is set to change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding all previous estimates.
According to a study by Deloitte Haskins and Sells, organized retail has increased its share from
5 per cent of total retail sales in 2006 to 8 per cent in 2007. The fastest growing segments have
been the wholesale cash and carry stores (150 per cent) followed by supermarkets (100 per cent)
and hypermarkets (75-80 per cent). Further, it estimates the organized segment to account for 25
per cent of the total sales by 2011.

India retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable demographic
patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes,
and a steep rise in rural consumption. It has further been predicted that the retailing industry in
India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the consumer buying behavior
and the whole format of shopping also altering. Industry of retail in India which has become
modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and
sprawling complexes which offer food, shopping, and entertainment all under the same roof. India
retail industry is expanding itself most aggressively; as a result, a great demand for real estate is
being created. Indian retailers preferred means of expansion is to expand to other regions and to
increase the number of their outlets in a city. India retail industry is progressing well and for this
to continue retailers as well as the Indian government will have to make a combined effort. It is
expected that India may have 600 new retail outlets till 2010.
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Retail space

Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian
retail is expanding at a rapid pace. Mall space, from a meagre one million square feet in 2002, is
expected to touch 40 million square feet by end-2007 and an estimated 60 million square feet by
end-2008, says Jones Lang LaSalle's third annual Retailer Sentiment Survey-Asia.

Alongside, Indian cities are witnessing a paradigm shift from traditional forms of retailing into a
modern organized sector. A report by Images Retail estimates the number of operational malls to
more than double to over 412 with 205 million square feet by 2010 and further 715 malls by 2015,
on the back of major retail developments even in tier II and tier III cities in India.

Challenges facing the Indian Organized Retail sector

The challenges facing the Indian organized retail sector are various and these are stopping
the Indian retail industry from reaching its full potential. The behavior pattern of the Indian
consumer has undergone a major change. This has happened for the Indian consumer is earning
more now, western influences, women working force is increasing, desire for luxury items and
better quality. He now wants to eat, shop, and get entertained under the same roof. All these
have led the Indian organized retail sector to give more in order to satisfy the Indian customer.

The biggest challenge facing the Indian organized retail sector is the lack of retail space. With real
estate prices escalating due to increase in demand from the Indian organized retail sector, it is
posing a challenge to its growth. With Indian retailers having to shell out more for retail space it
is affecting their overall profitability in retail.

Trained manpower shortage is a challenge facing the organized retail sector in India. The Indian
retailers have difficulty in finding trained person and also have to pay more in order to retain
them. This again brings down the Indian retailer’s profit levels.

The Indian government have allowed 51% foreign direct investment (FDI) in the India retail sector
to one brand shops only. This has made the entry of global retail giants to organized retail sector
in India difficult. This is a challenge being faced by the Indian organized retail sector. But the
global retail giants like Tesco, Wal-Mart, and Metro AG are entering the organized retail sector
in India indirectly through franchisee agreement and cash and carry wholesale trading. Many
Indian companies are also entering the Indian organized retail sector like Reliance Industries
 4

Limited, Pantaloons, and Bharti Telecoms. But they are facing stiff competition from these global
retail giants. As a result, discounting is becoming an accepted practice.

Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every one
as a counter are part of the marketing system. Any exchange process be it consumer, goods,
intermediary goods, services of ideas, comes under the preview of marketing. It is very often
regarded that the development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the ever-growing corporate
world, marketing is being regarded as a crucial element for the success of an Enterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries. Marketing
at its best is about value creation and raising the world’s living standards. Today’s winning
companies are those who succeed most in satisfying, indeed delighting their target customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the
customer’s point of view. Business success is not determined by the producer but by the customer”.

Philip Kotler has therefore defined marketing as “it is a social and managerial process by
which individuals and groups obtain what they need and want through creating, offering and
exchanging products of values with others”. Many Indian companies espouse a satisfied customer
philosophy and describe marketing as customer-satisfaction engineering. Since the economy in
this country has changed from a primary condition of scarcity to gradual and steady stage of
affluence, largely giving consumers the opportunity to choose among many varied alternatives,
satisfaction has become a major concern of business.

The project was carried out for understanding the movement of the product at BIG BAZAAR
and customer behavior regarding different product at BIG BAZAAR Patna Branch. BIG
BAZAAR was established in the year 2001, they are old player in RETAIL sector. The BIG
BAZAAR follows values such as – Indian ness, Leadership, Respect and Humility, Valuing and
Nurturing Relationships, Simplicity and Positivity, Adaptability.
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This research helps us in finding out the customers view regarding the product and Services
offered by the BIG BAZAAR and awareness by promotion and also identifying the market
potential of BIG BAZAAR.

The project was carried out in with an objective of knowing satisfaction level of customer at
Big Bazaar and do customers are aware about the different type’s product and Services and
different offers provide at Big Bazaar. The total sample size taken was one hundred (100)
from various customers of Patna at Big Bazaar. The research shows that the customer
satisfaction at Big Bazaar is very good and so many customers are not aware of the product
and services provided by the Big Bazaar which are not provided by other Retail stores. On
the other hand, we have also the existing customers of Big Bazaar who are satisfied with the
working style of retail store, but want continuous updates about the new offers and other
products of Big Bazaar. They want that Big Bazaar should do promotional activity as –
Advertising. So that they can be updated while seating at home. The researcher used the
method of questionnaire to know all feedback which is listed above.
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Chapter No. – 02
OBJECTIVE
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Chapter No. – 02

OBJECTIVE

Objectives of The Study:

The main objective is to determine the current consumer behavior levels of the customers with
regards to Big Bazaar.

 To study and analyze consumer shopping behavior towards Big Bazaar.

 To assess the behavior level of different type of customers shopping at Big Bazaar.

 To identify what type of strategies are suitable for the company to reach the targeted
customers.

 To find out the factors which influence the consumption of the products in Big Bazaar.

 To identify effective an advertising sources which are influencing customer purchasing

behavior at Big Bazaar.

 To find out how the consumers spent their incomes, time on the purchasing of the products.

 To identify the determinants of customer satisfaction in the retail outlets in the city.

 To establish the relationship between attitude and behavior of customers in retail outlets.
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Chapter No. – 03
HYPOTHESIS
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Chapter No. – 03

HYPOTHESIS

Hypothesis:
For the purpose of the study, following hypothesis has been framed:
H0: Customers are not satisfied with the organized retail stores.
H1: Customers are satisfied with the organized retail stores.
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Chapter No. – 04
RESEARCH METHODOLOGY
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Chapter No. – 04

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample
of respondents who are representatives of a larger group. The information is recorded on a form
known as questionnaire. As data are gathered by asking questions from persons who are believed
to have desired information, the method is known as questionnaire technique.

Big Bazaar basically means business and in business collection of raw data allows the
managers to see the real scenario and then take a decision as per the data obtained.

There are several implications in this statement:

• They can examine the available information in the form of data to make a decision

• They can even get a clear picture of the scenario or potential of Big Bazaar as compared to
other retail stores in the city.

• The information can only be gathered by data collection and then analyzing the available
data.

Therefore, it can be said that the data collection is an important part of the project.

Reasons for Wide Use of This Method:

 It can secure both quantitative and qualitative information directly from the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method of collection
or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences

define research as “the manipulation of things, concepts or symbols for the purpose of generalizing
to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or
in the practice of an art”.
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TYPES OF RESEARCH

a) Exploratory Research,

b) Descriptive Research.

a) Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation or of
developing the working hypothesis forms an operational point of view.

b) Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its
association with something else.

In this project, information pertaining to customer needs satisfaction and their demographic
profile was collected; hence it is a descriptive research.

Process adopted:

1. Gaining knowledge about the product at Big Bazaar

Reading about the products was the first step undertaken. This gave not only in-depth
knowledge about what is been offered by other players but also proved useful while developing
the questionnaire.

2. Steps in the Development of the Survey Instruments

The main instruments required for survey was a well-developed questionnaire. The
questionnaire development took place in a series of steps as described below:
 Research objectives are being 13

transformed into information

objectives.

The Appropriate data collection methods

have been determined

The information required by each objective is

being determined.

Specific Questions/Scale Measurement format

is developed.

Question/Scale Measurements is being

evaluated.

Research objectives are transformed into

information objectives

The number of information needed is being

determined.

The questionnaire and layout are being

evaluated.

Revise the questionnaire layout if needed.

The Questionnaire format is being

finalized.
.
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3. Customer Survey:
The people play an important part as a clear perception of people about the product can
be estimated and known. Studying the need levels of the people regarding the products can be
observed. It was very useful in knowing about the requirements of the people.

Research Design:
A two stage Research was conducted,

1. Primary Data:
A Primary Research was conducted:
The questionnaire was prepared for the companies and following areas covered:

• competing retail stores

• Features offered by different stores
• Consumer profile
• Satisfaction level
• Reasons for their purchase.
• Desirable features of the product and service.

2. Secondary Data:
Data was collected from websites and catalogues to understand the product of the
different players.
Secondary sources are the other important sources through which the data was collected.

These are the readily available sources of the data where one had need not put much effort to
collected, because it is already been collected and part in an elderly manner by some researcher,
experts and special.

The secondary sources helpful for the study were,

 Text books like marketing management research methodology

 Advertisement and sales promotion etc.
 Internet was made use for the collection of the data.
 Newspapers were also referred.
 Business magazines were referred.
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Sampling Plan Elements:

The target population of the study included the general population of every age
who enters to the Big Bazaar

Sample size:

By using judgment random sampling technique 100 respondents are selected for the purpose of
the study.

Period of study:

The study is undertaken in the duration of 34 days.

Research approach:

The survey method was adopted for collected the primary data. Survey research is systematic
gathering of data from respondent through questionnaire.

Research instrument:

The data for this research study was collected by survey technic using interview method guided
by questionnaire.

Collection of Data:

Questionnaire and personal interviews are the methods that I have used for collecting the data.
 16

Scope of The Study:

Big Bazaar as three branches in Patna. My scope is limitation to one Branch (Kashyap
Business Park). The scope of the study is to identify the consumer behavior towards Big Bazaar.
It is aimed at enlightening the company about different steps to be taken up to increase the share
of Big Bazaar with regard other competitors and also to make the company to provide better
customer services.
The scope of the study is only confined to the area covered under Patna and only confined
in studying about the consumer behavior towards Big Bazaar.

Limitations:

 Time has been a major constraint throughout the study as it has been only for duration of
1 months.
 As this survey was restricted to Patna this cannot be stated as an in-depth research on this
subject.
 Enough care is taken in formulating the questionnaire, still some errors may creep in.
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a structured questionnaire and the
personal skills of the person undertaking the project affect the results.
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Chapter No. – 05
LITERATURE REVIEW
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Chapter No. – 05

LITERATURE REVIEW

What Is Consumer Behavior?

One thing that we have in common is that we all are consumers. In fact, everybody in this
world is a consumer. Every day of our life we are buying and consuming an incredible variety of
goods and services. However, we all have different tastes, likes, dislikes, and adopt different
behavior patterns while making purchase decisions.

The term consumer behavior refers to the behavior that consumers display in searching for
purchasing using evaluation and disposing in searching for purchasing using evaluating and
disposing of products and services that they exact will satisfy o how individuals make decisions to
send their available resources (time, money and effort) on consumption related items. It includes
the study of “What they buy”,” Why they buy”, “When they buy it”, “Where they buy it”, “how
often they buy it” and “how often they use.

Activities people involved in when selecting, purchasing, and using products so as to

satisfy needs and desires. Consumer behavior involves the psychological process that consumers
go through in recognizing needs, finding ways to solve these needs, making purchase decision
(e.g., whether or not to purchase a product and, if so, which brand and where), interpret
information, make plans, and implement these plans (e.g., by engaging in comparison shopping or
actually purchasing a products).

DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:

1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and consumption of
products and services by individuals with various social and psychological variables at
play.
3. The behavior that the consumers display in searching for, purchasing, using, evaluating
and disposing of products and services that they expect will satisfy their needs.
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4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs and
desires.
5. The activities directly involved in obtaining, consuming, and disposing of products and
services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The dynamic
interaction of cognition, behavior & environmental events by which human beings conduct
the exchange aspect of their lives.

Consumer behavior is helpful in understanding the purchase Behavior and preferences of

different consumers. As consumers, we differ in terms of sex age, education, occupation, income,
Family setup, religion, nationality and social status. Because of this different background factors,
have different needs and we have only bought those products and services, which we think, will
satisfy our needs.

A Model of Consumer Behavior

A consumer decision to purchase a particular product of service is the result of complex

interplay of a number of variables. The starting point of the decision process is provided by the
company’s marketing stimuli in the shape of product, promotion, price and distribution strategy.
Consumer often purchase new products that are associated with a favorable viewed brand name.

The term consumer behavior refers to the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will satisfy
these needs. The study of consumer behavior in the study of how individuals make decisions to
spend their available resources (time, money, effort) on consumption related items. It includes the
study of “what they buy”, “why they buy”, “when they buy”, “where they buy”, “how often they
buy” and “how they use”.
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Model of Consumer Behavior

Marketing Other stimuli Consumer

Consumer Consumer
stimuli Decisions
Characteristics Decision
Process Product Economic
Price Technological Product
Cultural Problem
Place Political Choice
Social recognition
Promotion cultural Brand
Personal Information
Choice
Psychological Search
Dealer
Evaluation
choice
Decision post
Purchasing
Purchase
Timing
Behavior.
Purchasing
Amount

Detailed Model of Factors Influencing Consumer Behavior

Cultural
Factors
Social Factors

Culture Reference groups Personal Factors

Age and Life CyclePsychological

Sub Culture Family
Occupation Factors
Economic
Motivation
Social Class Circumstances
Perception
Roles & Status Lifestyle
Learning Buyers
Personality and Self
Beliefs and
Concept
Attitudes
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Sources of Influence of The Consumer:

The consumer faces numerous of influence. Often, we take cultural influences for granted,
but they are significant. An American will usually not bargain with a storeowner. This, however,
is common practice in much of the world. Physical factors also influence our behavior. We are
more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have
found that it is more effective to advertise their products on radio in the late afternoon when people
are getting hungry. A person’s self-image will also tend to influence. what he/she will buy. An
upwardly mobile manager may buy a flashy car to project an image of success. Social factors also
influence what the consumers buy-often, consumers seek to imitate others whom they Admire, and
may buy the same brands, the social environment can include both the mainstream culture (e.g.,
Americans are more likely to have corn flakes/ham and eggs for brake past than to have rice, which
is preferred in many Asian countries) and a sub culture (e.g., rap music often Appeals to a segment
within the population that seeks to distinguish itself from the main stream population). Thus,
sneaker manufacturers are eager to have their products worn by admired athletes. Finally,
consumer behavior is influences by learning – you try a hamburger and learn that it satisfies your
hunger and tastes good, and the next time you are hungry, you may consider another hamburger.

Decision-Making Involve Several Steps

1.Need recognition

5.Purchase
2. Information search
evaluation

4.Purchase decision 3. Evaluation of

alternatives

Problem recognition – you realize that something is not as it should be. Perhaps, for example,
your car is getting more difficult to start and is not accelerating well.
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Information search- what are some alternative ways of solving the problem? You might buy
a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard
to work.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers, Packaging, point-of sale displays.

Public sources: newspapers, radio, television, consumer organizations,

special magazines.

Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision

Internal search: Scan memory.

External search: shopping, personal sources, public media, advertisements

Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for long

distances and for rainy days.

Purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the
store because you did not find it satisfactory), in reality, people may go back and forth between
the stages. For example, a person may resume alternative identification during while evaluating
already known alternatives.

The decision maker(s) have the power to determine issues such as:

Whether to buy?

Which product to buy?

Which brand to buy?

Where to buy it? and

When to buy?
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Note, however, that the role of the decision maker is separate from that of the purchaser.
From the point of view of the marketer, this introduces some problems since the purchaser. can be
targeted by point-of-purchase (POP) marketing an effort that cannot be aimed at the decision
maker. Also note that the distinction between the, purchaser and decision maker be somewhat
blurred the decision maker may have to make a substitution if the desired brand is not in stock, the
purchaser may disregard institutions (by error or deliberately).

Buyer Behavior – Cultural Factors:

Cultural factors have a significant impact on customer behavior. Cultural is the most basic
cause of a person’s wants and behavior. Growing up, children learn basic values, perception and
wants from the family and other important group. Marketing are always trying to spot “cultural
shift’” which might point to new products that might be wanted by customer or to increased
demand. For example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:

Low calorie foods

Health club memberships

Exercise equipment

Activity or health- related holidays etc.

Similarly, the increased desire for “leisure time” has resulted in increased demand for convenience
product and service such as microwave ovens, ready meals and direct marketing service businesses
such as telephone banking and insurance.

Each culture contains “sub-cultures” – groups of people with shared values. Sub-cultures can
include nationalities, religions, racial groups, or group of people sharing the same geographical
location. Sometimes a sub-culture will create a substantial and distinctive market segment of its
own.

Buyer Behavior – Social Factors:

Introduction: A customer’s buying behavior is also influenced by social factor, such as the group
to which the customer belongs and social status. In a group, several individuals may interact to
influence the purchase decision. The typical roles in such a group decision can be summarized as
follows:
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1. Initiator: the people who first suggest or think the idea of buying a particular product or
service.
2. Influence: a person whose view or advice influences the buying decision.
3. Decider: the individual with the power and/or financial authority to make the ultimate
choice regarding which product to buy.
4. Buyer: The person who concludes the transaction.
5. User: The person (persons) who actually uses the product or service.

Individual factors that shape buyer behavior process are,

HIGH INVOLVEMENT Extensive problem-solving (EPS)

LOW INVOLVEMENT Limited problem solving (LPS)

Reutilized response behavior (RRB)

The various purchase influence factors are as follows:

Personal
Social Age and life
Psychologic
Cultural cycle stage al
Reference
Culture Motivation
Buyers
groups
Sub culture Occupation Perception
Family
Social culture Learning
Roles and
status
Economic Beliefs and
situation attitudes

Cultural Factors

Cultural factors exert a broad and deep influence on consumer behavior. The marketer
needs to understand the role played by the buyer’s culture, subculture, and social class.
 25

 Culture

The set of basic values, perceptions, wants, and behaviors learned by a member of society
from family and other important institutions,

 Subculture

A group of people with shared value systems based on common life experiences and
situations.

 Social classes

Relatively permanent and ordered divisions in society whose members share similar
values, interests, and behaviors.

Social Factors

A consumer’s behavior also is influenced by social factors, such as the consumer’s small
groups, family, and social roles and status.

 Groups

Two or more people who interact or accomplish individual or mutual goals.

 Family

A family is a domestic group of people, or a number of domestic groups linked through

descent (demonstrated or stipulated) from blood relation, marriage or adoption.

 Roles and status

A person belongs to many groups- family, clubs, organizations. The person’s position in
each group can be defined in terms of both role and status.

Personal Factors

A buyer’s decisions also are influenced by personal characteristics such as the buyer’s age
and life cycle stage, Occupation, economic situation, lifestyle, and personality and self-concept.
 26

 Age and life-cycle stage

People change the goods and services they buy over their lifetimes. Tastes and preferences
changes as lift-cycle goes.

 Personality and self-concept

A person’s distinguishing psychological characteristics that lead to relatively consisting

and lasting responses to his or her own environment.

Psychological Factors

A person’s buying choices are further influenced by four major psychological factors:
motivation, perception, learning, and attitudes.

 Motivation

A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

 Perception

The process by which people select, organize, and interpret information to form a
meaningful picture of the world.

 Learning

Changes in an individual’s behavior arise from experience.

 Beliefs and attitudes

A descriptive thought that a person holds about something is his/her belief. A person’s
consistently favorable or in favorable evaluations, feeling, and tendencies toward and object or
idea is attitude.

The common tools used to conduct data analysis range from simple cross tabulations and
segmentation analysis to more sophisticated statistical methods such as multivariate and logistic
regression discriminates analysis and cluster analysis. In the last few years, optimization tools and
machine learning algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.
 27

The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as

 The psychology of how consumers think, feel, and select between different alternatives
(e.g., brands, products);
 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and

marketing outcome;

How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and How marketers can adapt
and improve their marketing campaigns and marketing strategies to more effectively reach the
consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into
consideration. For example, by understanding that a number of different messages compete for our
potential customers’ attention, we learn that to be effective, advertisements must usually be
repeated extensively. We also learn that consumers will sometimes be persuaded more by logical
arguments, but at other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision as to which
strategy to employ.

 Behavior occurs either for the individual, or in the context of a group (e.g., friends influence
what kinds of clothes a person wears) or an organization (people on the job make decisions
as to which products the firm should use).
 Consumer behavior involves the use and disposal of products as well as the study of how
they are purchased. Product use is often of great interest to the marketer, because this may
influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g.,
motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at
landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible products.
 The impact of consumer behavior on society is also of relevance.
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Need for The Study

Consumer behavior plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer behavior towards Big Bazaar. The
needs have to be recognized and necessary steps have to be taken to make the changes.

India is growing rapidly and changes are dynamic. People are changing, the preference and
the demand is changing. The market also has to change accordingly.

The purpose of consumer behavior is not only for retaining the customers but also attracting
new customers and increasing the sales also creating and maintenance of brand awareness.

In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy should
be implemented at the right time. This will give the desired results.
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Chapter No. – 06
INDUSTRY & COMPANY PROFILE
 30

Chapter No. – 06

INDUSTRY & COMPANY PROFILE

Retailing is one of the oldest businesses that human civilization has known. It acts as an
interface between the producer and consumer, improves the flow of goods and services and raises
the efficiency of distribution in an economy. For a strong, stable and consistently growing
economy, a well-organized and efficient retail sector is a must. Most of the developed and even
emerging economies had adopted the organized retail long ago and percentage share of organized
retail in total retailing has increased over the years. However, India, a land of self-sufficient
villages, has continued to rely primarily on small, close to home shops. It is only off-late with pick-
up in pace of urbanization and rising disposable incomes that the country started to take a few
steps towards the organized retailing. A good progress has been made in the last few years, and
the retail industry is off late being hailed as one of the sunrise sectors in the economy. Interestingly,
for many years, retailers have been administering surveys to their customers to measure both their
overall level of satisfaction and their opinion of various details of their store experience, service
and merchandise provided at organized retail outlets but they are not able to retain all their
customers by providing solutions to them. Satisfying customers is one of the main objectives of
every business. Businesses recognize that retaining the existing customers is more profitable than
having to win the new ones to replace those lost. Management and marketing theorists underscore
the importance of customer satisfaction for a business’s success. Customer satisfaction is the key
factor in knowing the success of any retail store or business; therefore, it is very important to
measure it and to find the factors that affect the customer satisfaction. Customers are most likely
to appreciate the goods and services they buy, provided if they are made to feel special. This occurs
when they feel that the goods and services that they buy have been specially produced for them or
for people like them. It should be always keep measuring in order to get feedback for the products
and services in order to develop it further with wide customization. Customer satisfaction levels
can be measured using survey techniques and questionnaires. Gaining high levels of customer
satisfaction is very important to a business because satisfied customers are most likely to be loyal,
place repeated orders and use a wide range of services offered by a business.
Over the last decade, organizations of all types and sizes have increasingly come to
understand the importance of customer satisfaction. It is widely understood that it is far less costly
to keep existing customers than it is to win new ones. Tse and Wilton (1988) state that customer
satisfaction is, “the consumer’s response to the evaluation of the perceived discrepancy between
prior expectations and the actual performance of the product as perceived after its consumption.”
Westbrook and Reilly (1983) have noted that “an emotional response to the experiences provided
by, associated with particular products or services purchased, retail outlets, or even molar patterns
of behavior such as shopping and buyer behavior, as well as the overall marketplace.
Fifteen years ago, global retailers in developing markets were true pioneers: either they
held the deed to a beautiful tract of land and a future of growth, or their best-laid plans moldered
in a foreign grave. It was a true risk-reward play: global expansion could bring tremendous growth
and benefit, or surprising failure and disaster. Today’s global retailers get it. They have become
more strategic in their expansion and in avoiding the operational pitfalls of entries into developing
markets. Using e-commerce, they are pressure-testing demand in new markets to reduce risk, and
they are taking advantage of financial vehicles such as credit cards and cash-on-delivery to help
 31

increase demand. The leaders are also identifying the unique challenges of each market, from
India’s foreign direct investment policies to Brazil’s high duties to Turkey’s high credit card
regulations. And even after they get a foot in the door in major metropolitan shopping districts,
retailers are forced to strategize quickly to capture growth in tier 2 and 3 cities before the field
becomes too crowded. The overall theme of A.T. Kearney’s 2014 Global Retail Development
Index™ is continued expansion. Yes, there were some notable contractions in the past year—
Walmart pruned its portfolio in China and Brazil, and Tesco’s more cautious approach to China
included some store closings and a new joint venture—but for the most part retailers are continuing
their push into developing markets. In particular, regional players are flexing their muscles, using
their proximity as a competitive advantage to steal share in neighboring markets. Chile’s Falabella
and Cencosud have begun aggressive growth plans to widen their footprint across Latin America,
and UAE-based Lulu Hypermarkets and Majid Al Futtaim have begun expanding in the Gulf
region. South African retailers Shoprite and Woolworths have spearheaded Sub-Saharan Africa’s
shift to modern retail, with expansion into Nigeria, Botswana, and Namibia. We expect stiff
competition between Western players and regional retailers to continue in developing markets.

Retail Industry in India

The Indian retail industry has presently emerged as one of the most dynamic and fast paced
industries as several players have started to enter the market. It accounts for over 10 per cent of
the country’s gross domestic product (GDP) and around eight per cent of the employment in India.
The country is today the fifth largest global destination in the world for retail. Several corporates
have planned to exploit the opportunities in the Indian retail space, such as Reliance Industries Ltd
(RIL), which has lined up capital expenditure of Rs. 1.8 trillion (US$ 28.94 billion) for the next
three years for its petrochemicals, telecom and retail ventures. With the growth in the retail
industry, the corresponding demand for real estate is also being created. Further, with the online
medium of retail gaining more and more acceptance, there is a tremendous growth opportunity for
retail companies, both domestic and international. Retailing is one of the pillars of the economy in
India. Over the past few years, the retail sale in India is hovering around 33-35% of GDP as
compare to 20% in the US. The Indian retail industry is the fifth largest in the world. Comprising
of organized and unorganized sectors, Indian retail industry is one of the fastest growing industries
in India, especially over the last few years. Though initially, the retail industry in India was mostly
unorganized, however with the tastes and preferences of the consumers, the industry is getting
more popular these days and getting organized as well. Now with growing market demand, the
industry is expected to grow at pace of 25-30% annually. The Indian retail industry is currently
growing at a great pace and is expected to go up to US $ 1033 billion by the year 2015. In the last
four years consumer spending in India has climbed up to 80%. In India though, organized retail
accounts for app. 5-6% of total retail revenues, however, with a young population, increasing
disposable income, changing life styles and a robust economy India is set to emerge as one of the
fastest growing organized retail markets in the world.
Market Size
India’s retail market is expected to double to US$ 1 trillion by 2020 from US$ 600 billion
in 2015 driven by income growth, urbanization and attitudinal shifts, highlighted the Boston
Consulting Group and Retailers Association of India’s report titled, ‘Retail 2020: Retrospect,
Reinvent, Rewrite’. While the overall retail market will grow at 12 per cent per annum, modern
 32

trade will grow twice as fast at 20 per cent per annum, and traditional trade at 10 per cent, according
to a report titled Retail 2020: Retrospect, Reinvent, Rewrite by Boston Consulting Group and
Retailers Association of India. The retail spending in the top seven Indian cities of India currently
amounts to Rs 3.58 trillion (US$ 57.56 billion), with organized retail penetration at 19 per cent in
2014. It is expected that the online retail will be at par with the physical stores in five years. India
is expected to become the world’s fastest growing e-commerce market on the back of robust
investment activity in the sector and the rapid increase in internet users. It is expected that India’s
e-commerce market will grow from US$ 2.9 billion in 2013 to over US$ 100 billion by 2020.E-
tailers are betting on more Indians switching to shopping online, with a projection of 200 million
new consumers by 2017, according to a report released last year by Accel India.
Evolution of the Indian Retail Market
The journey of retail started long back through the Kirana store in India. This is first effort
by local shopkeeper. The shopping center concept comes into the existence in year 1869, with
Mumbai Crawford market and Kolkata’s New Market in year1874. The underground shopping
complex Palika Bazaar in New Delhi was established in the late 1970s and mini malls on the
Bangalore’s Brigade Road come into existence in 1980s.
Government of India entered into the rural India by franchisees called Khadi Bhandar. These stores
serve as outlets for products made by village industry i.e. Khadi, matchsticks, incense sticks,
decorative items made from wood and earth, ahinsak (non-violent) honey, ahinsak leather items
etc. The industries came in the retailing in 1980s through dealer network. In 1980s, the big group
of textile industry i.e. Raymond, S.Kumar, Bombay dyeing and Grasim came with this concept of
retailing. In the manufacturing sector, the pioneers were DCM group & Bata. Titan came with an
organized retail concept and establishes number of showrooms for premium watches. All the above
effort for retailing came by the manufacturer. But the pure retailer approach came in the existence
in 1999s with the establishment of “Ansal's Plaza” in Delhi and Crossroads in Mumbai. After the
2003, many other organizations either planning to come into the retail market through the retail
store or initiated the establishment work. Retail outlets such as Food world in FMCG, Planet M
and Music world in Music, Crossword in books entered the market before 1995. Shopping malls
emerged in the urban areas giving a world-class experience to the customers. Eventually
hypermarkets and supermarkets emerged.
The evolution of the sector includes the continuous improvement in the supply chain
management, distribution channels, technology, back-end operations, etc. this would finally lead
to more of consolidation, mergers and acquisitions and huge investments. India's retail market is
expected to grow tremendously in next few years. India shows US$330 billion retail market that
is expected to grow 10% a year, with modern retailing just beginning. In India, the most of the
retail sector is unorganized. The main challenge facing the organized sector is the competition
from unorganized sector. Unorganized retailing has been there in India for centuries. The main
advantage in unorganized retailing is consumer familiarity that runs from generations to
generation. It is a low-cost structure; they are mostly operated by owners, have very low real estate
and labor costs and have low taxes to pay. Organized retail business in India is very small but has
tremendous scope.
 33

Market Dynamics
In the past few years, Indian Retail sector has seen tremendous growth in the organized
segment. Major domestic players have stepped into the retail arena with long term, ambitious plans
to expand their business across verticals, cities and formats. Companies like Tata, Reliance, Adani
Enterprise and Bharti have been investing considerably in the booming Indian Retail market.
Along with these giant retailers, a number of transnational brands have also entered into the market
to set up retail chains in close association with bigger Indian companies. High consumer spending
over the years by the young population (more than 31% of the country is below 14 years) and sharp
rise in disposable income are driving the Indian organized retail sector’s growth. Even Tier I &
Tier II cities and towns are witnessing a major shift in consumer preferences and lifestyles, the
result of which, they have emerged as attractive markets for retailers to expand their presence. The
Indian retail sector is highly fragmented and the unorganized sector has around 13 million retail
outlets that account for around 95-96% of the total Indian retail industry. However, going forward,
the organized sector’s growth potential is expected to increase due to globalization, high economic
growth, and improved lifestyle. Although the growth potential in the sector is immense, there are
obstacles too, that could slow the pace of growth for new entrants. Rigid regulations, high
personnel costs, real estate costs, lack of basic infrastructure, and highly competitive domestic
retailer groups are some such challenges.

Key drivers of the Indian Retail Industry

1. Emergence of nuclear families.
2. An increase in the double-income household’s trend.
3. Large working population.
4. Reasonable Real estate prices.
5. Increase in disposable income and customer aspiration.
6. Demand as well as increase in expenditure for luxury items.
7. Growing preference for branded products and higher aspirations.
8. Growing liberalization of the FDI policy in the past decade.
9. Increasing urbanization.
10. Rising affluence amid consumers.

Bottlenecks
1. A long way to meet international standards.
2. Lack of efficient supply-chain management.
3. Lack of required retail space.
4. No fixed consumption pattern.
 34

5. Shortage of trained manpower.

6. Lack of proper infrastructure and distribution channel.

India’s Consumption Cosmo

During the past decade, private final consumption expenditure has been the
key driver of economic growth in India.

Growth
domestic
product
$973billio
n

Capital
Government
Private final Formation
spending
consumptio $273 billion
$108 billion
(11%) n (29%)
Expenditure
$592billion (2922
(60%)

Utility payments Consumption

Fuel transportation spending
Electricity, water $350 billion
communication
Expenditure on
medical &
education
$242billion
 35

The $350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion and
home products

Fashion
Accessories
Fashion 5.5% Consumer
Accessories $225b Durable
5.5% 4%
$225b $14b

Fashion
Accessories
5.5% Furniture
$225b Fashion 3.4%
Accessories $12b
5.5%
$225b
Fashion
Accessories
5.5% Fashion
$225b Accessories
5.5%
Fashion $225b
Accessories Fashion
5.5% Accessories
$225b 5.5%
$225b
 36

Major Retailers in India:

Pantaloons:
Pantaloons Fashion & Retail Limited is an Indian premium clothing retail chain. The first
Pantaloons store was launched in Gariahat, Kolkata in 1997. As of January 2015, there are 86
Pantaloons stores in 44 cities. Pantaloons was previously controlled by the Future Group, but has
now been taken over by Aditya Birla Nuvo Limited (ABNL). According to the Brand Trust Report
2014, a study conducted by Trust Research Advisory, Pantaloons featured among 100 most trusted
brands in India.
Tata Group:
Tata group is another major player in Indian retail industry with its subsidiary Trent, which
operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and
music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lake sq. ft. retail space across the
country. Currently operates more than 90 stores in the major metros and mini metros of India.
RPG Group:
One of the first entrants into organized food & grocery retail with Food world stores in
1996 and then formed an alliance with Dairy farm International and launched health & glow
(pharmacy & beauty care) outlets. Now the alliance has dissolved and RPG has Spencer’s Hyper,
Super, Daily and Express formats and Music World stores across the country
Reliance:
Reliance Retail Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and
based in Mumbai, it is the largest retailer in India in terms of revenue. Its retail outlets offer foods,
groceries, apparel and footwear, lifestyle and home improvement products, electronic goods, and
farm implement and inputs. The company’s outlets also provide vegetables, fruits and flowers. It
focuses on consumer goods, consumer durables, travel services, energy, entertainment and leisure,
and health and well-being products, as well as on educational products and services. It has a total
of 2000 stores as of October 2014 in India with an area of approx. 9 million square feet across 155
cities.
AV Birla Group:
Aditya Birla Retail Limited (ABRL) is the retail arm of Aditya Birla Group Company.
ABRL is the fourth largest supermarket chain in the country after Future Group, Reliance Retail
and D-Mart. It operates two different store formats - Supermarket and Hypermarket under the
brand more. It has about 494 supermarkets and 16 hypermarkets around the country. ABRL plans
to open 100 supermarkets and 6-8 hypermarkets.

D-Mart:
D-Mart is a chain of hypermarket and supermarkets in India started by R K Damani. As of
2015, it has 89 stores spread across Maharashtra, Gujarat, Telangana, Andhra Pradesh, Madhya
 37

Pradesh and Karnataka, and a recent purchase of property in Rajkot shows that it is well advancing
towards expanding across India.
Another big player in the segment will be the Bharti group. Overhauling this part of the supply
chain will be the key to the success of any retail venture in food and groceries segment. Wal-Mart,
the world’s largest retailer, and Bharti Enterprises have signed a Memorandum of Understanding
(MoU) to explore business opportunities in the Indian retail industry. This joint venture will mark
the entry of Wal-Mart into the Indian retailing industry a retail chain like Future Group’s Big
Bazaar may be clocking heady sales (growing at 100% year- on- year), but the dozen odd shops
operating in its proximity wear a deserted look, giving a somewhat hollow ring to the much- talked-
about retail boom in the country. The key players currently operating in the Indian retail industry
includes Future Group, Trent Ltd, RPG Enterprise, Vishal Retail Ltd, Shoppers Stop Ltd, Bata
India Ltd, Provogue India Ltd, Videocon Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and
DCM-Hariyah Kissan Bazaar.
Retailers ranging from Pantaloons to RPG to Piramal’s or the Tata’s are working towards
exploiting this model, perceived by consumers as more value enhancing. But in the long run, what
is most likely to succeed is a more balanced multi-format strategy. Finally, while in the first flush
of the retail boom, the elimination of traditional intermediaries may bring windfall gains (as well
as bring welcome and much-needed relief to the producers), this source will increasingly dry out
as competition intensifies and margins come under pressure a few years down the line. What would
set the survivors apart from those who are forced to sell out or go belly-up will be differentiators
like location, value-added services (convenience), private labels and customer loyalty programs
other than price. The last, a result of retailer-manufacturer tie-ups, state-of-the-art supply chain
infrastructure, global sourcing and scale will be a key factor. And, if experience in other markets
is anything to go by, an uncanny ability to read shifting trends
Future Group:
Future Group is an Indian private conglomerate, headquartered in Mumbai. The company
is known for having a significant prominence in Indian retail and fashion sectors, with popular
supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like Brand Factory, Central
etc. and also for having notable presence in integrated foods and FMCG manufacturing sectors.
This survey is limited to Big Bazaar in Patna city only so, our main focus will be on Future
Group.
 38

Company Introduction:

Future Group is India’s leading business group that caters to the entire Indian
consumption space. Led by Mr. Kishore Biyani, the Future Group operates through six verticals:
operates through six verticals: Retail, Capital, Brands, Space, Media and Logistics.
Apart from Pantaloon Retail, the group’s presence in the retail space is complemented by
group companies, Indus League Clothing, which owns leading apparel brands like Indigo Nation,
Scullers and Urban Yoga, and Galaxy Entertainment Limited that operates Bolwing Co, Sports
Bar and Brew Bar,
The group’s joint venture partners include French retailer ETAM group, US-based
stationary products retailer, Staples and UK-based Lee Cooper. Group Company, Planet Retail,
owns and operates the franchisee of international brands like Marks & Spencer, Next, Debenhams
and Guess in India. The group’s Indian joint venture partners include, Manipal Healthcare,
Talwalkar’s, Blue Foods and Liberty Shoes.
Future Capital Holdings, the group’s financial arm, focuses on asset management and
consumer credit. It manages assets worth over $1 billion that are being invested in developing
retail real estate and consumer-related brands and hotels. The group has launched a consumer
credit and financial supermarket format, Future Money and soon plans to offer insurance products
through a joint venture with Italian insurance major, Generali.
The group is currently developing over 50 malls and consumption centers across the
country and has formed a joint venture company focusing on mall management with Singapore-
based CapitaLand, one of Asia’s largest property companies Future Group’s vision is to, “deliver
Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner.”
The group considers ‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules,
Retain values.
“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future brings to us
our strength, our ability to learn, unlearn and re-learn our ability to evolve.
The motto of Future Group, to not to wait for the Future to unfold itself but create future
scenarios in the consumer space and facilitate consumption because consumption is development.
Thereby, it will effect socio-economic development for their customers, employees, shareholders,
associates and partners. Their customers will not just get what they need, but also get them where,
how and when they need. They are not just posting satisfactory results, they are writing success
stories.
 39

Future Group Conglomerate

Future Group has six business pillars:

1. Future Retail

All the retail lines of business-like food fashion and home will come under this vertical.

2. Future Brand

Custodian of all the present and future brands that are either developed or acquired by the group.

3. Future Space

Will have a presence in property and mall management.

4. Future Capital

Will provide consumer credit and micro finance services, including marketing of MFs and
insurance policies, and management of real estate and consumer fund.

5. Future Media

Will focus on revenue generation through effective selling of retail media spaces.

6. Future Logistic

To drive efficiencies across businesses via better storage and distribution

 40

GROUP VISION:

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the
most profitable manner.

GROUP MISSION:

Future Group shares the vision and belief that their customers and stakeholders shall be served
only by creating and executing future scenarios in the consumption space leading to economic
development.

They will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments - for classes and for masses.

They shall infuse Indian brands with confidence and renewed ambition.

They shall be efficient, cost- conscious and committed to quality in whatever they do.

They shall ensure that their positive attitude, sincerity, humility and united determination shall be
the driving force to make them successful.

CORE VALUES:

 Indian ness: Confidence in themselves.

 Leadership: To be a leader, both in thought and business.
 Respect and Humility: To respect every individual and be humble in their conduct.
 Introspection: Leading to purposeful thinking.
 Openness: To be open and receptive to new ideas, knowledge and information.
 Valuing and Nurturing Relationships: To build long-term relationships.
 Simplicity and Positivity: Simplicity and positivity in their thought, business and action.
 Adaptability: To be flexible and adaptable, to meet challenges.
 Flow: To respect and understand the universal laws of nature.
 41

Major Milestones

1987 Company incorporated as Menz Wear Private Limited. Launch of Pantaloons trouser, India’s
first formal trouser brand.
1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe – exclusive men’s wear store in franchisee format launched across
the nation. The company starts the distribution of branded garments through multi-brand retail
outlets across the nation.

1995 John Miller – Formal shirt brand launched.

1997 Pantaloons – India’s family store launched in Kolkata.

2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.
2002 Food Bazaar, the supermarket chain is launched.

2004 Central – ‘Shop, Eat, celebrate in the Heart of Our City’ - India’s first seamless mall is
launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched all – ‘a little …………larger’
- exclusive stores for plus-size individuals is launched

2006 Future Capital Holdings, the company’s financial arm launches real estate ………..funds
Kshitij and Horizon and private equity fund in division. Plans forays ………..into insurance and
consumer credit Multiple retail formats including ………...Collection Furniture Bazaar, Shoe
Factory, E-Zone, Depot, and
futurebazaar.com and are launched across the nation. Group enters into
joint venture agreements with ETAM Group and Generali.
 42

AWARDS

Indian Retail Forum Awards 2008

The INDIASTAR Award 2008

Retail Asia Pacific 500 Top Awards 2008

Coca-Cola Golden Spoon Awards 2008

The Reid & Taylor Awards For Retail Excellence 2008

Platinum Trusted Brand Award Images Retail Award 2005,06

DLF Award 2004

BOARD OF DIRECTORS

Mr. Kishore Biyani-Managing Director

Mr. Gopikishan Biyani-Whole Time Director

Mr. Rakesh Biyani, CEO – Retail

Ved Prakash Arya-Independent Director

Mr. Shailesh Haribhakti-Independent Director

Mr. S.Doreswamy-Independent Director

Dr. D.O.Koshy-Independent Director

Ms. Anju Poddar-Independent Director

Ms.Bala Deshpande-Independent Director

Mr.Anil Harish-Independent Director

 43

Introduction to Big Bazaar

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, its success is a true testament to the emotional bonding it has
established with the Indian consumer, on account of its value offerings, aspirational appeal and
service levels.

Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than a
hypermarket. Here, you will find over 170,000 products under one roof that cater to every need of
a family, making Big Bazaar India’s favorite shopping destination.

At Big Bazaar, you will get the best products at the best prices from apparel to general merchandise
like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car accessories, books
and music, computer accessories and many, many more. Big Bazaar is the destination where you
get products available at prices lower than the MRP, setting a new level of standard in price,
convenience and quality.

If you are a fashion-conscious buyer who wants great clothes at great prices, Big Bazaar is the
place to be. Leveraging on the company’s inherent strength of fashion, Big Bazaar has created a
strong value-for-money proposition for its customers. This highlights the uniqueness of Big Bazaar
as compared to traditional hypermarkets, which principally revolve around food, groceries and
general merchandise.

Boasting of an impressive array of private labels, Big Bazaar is continually striving to provide
customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids wear, sportswear or
party wear, Big Bazaar fashions has it all!

 A chain of shopping malls in Indian currently with 31 outlets owned by Kishore Biyani
Pantaloon group.
 Big Bazaar is not just hyper market.
 Provides the best products at the best price.
 Reflects the look and feel of Indian bazaars at their modern outlets.
 Allover India, Big Bazaar attracts a few thousand customers on any regular day.
 44

Big Bazaar Logo:

Big Bazaar – IS SE SASTA AUR ACCHA KAHIN NAHI

Type – Subsidiary of Pantaloon Group

Founded – 2001

Head Quarters – Jogeshware, Mumbai, India

Industry – Retail

Products – Department Stores

Parents – Future Group

Website – http://www.bigbazaar.com

About Patna Big Bazaar

Big Bazaar, Kashyap Business Park, Bailey Rd, Near Shiv Mandir, Khajpura, Patna, Bihar
800014.

Catchments Areas:

Bailey Road, Dhanaut, Navneet Vihar Colony, Khajpura, Sheikhpura, Shiv Colony, Mali Tola,
Rakanpura, Anand Vihar Colony, Indira Vihar Colony, Ramjaipal Nagar, Luv Kush Nagar etc.
 45

Section at Big Bazaar

a) B.B Fashion
b) Electronics
c) Food Bazaar
d) G.M. Home care
e) Depot
f) SIS
g) NAVRAS
h) Home Fashion
i) Communication
 46

Chapter No. – 07
DATA PRESENTATION & DATA ANALYSIS
 47

Chapter No. – 07

DATA PRESENTATION & DATA ANALYSIS

Data Presentation
The final draft of the questionnaire (see Appendix) was prepared on the basis of the
observations from the pilot study. These were then finally filled by 100 customers, for the
conclusive study.
Finally, the data collected was fed into the data analysis software, to be analyzed using statistical
techniques.

Types of Primary Data collected:

• Socioeconomic Characteristics
Socioeconomic characteristics are sometimes called “states of being” in that they represent
the type of people. The factors on which we are working are occupation. Monthly transaction is
also an important parameter but it is difficult to verify. Although the amount of money that
business unit earns in a month is an absolute, not a relative quantity but it is a sensitive topic in
our society and it is difficult to determine.

• Attitudes/Opinions
Through the questionnaire we have tried to get hold of customers preference, inclination
and requirement. Attitude is an important notion in the marketing literature, since it is generally
thought that the attitudes are related to the behavior of customer.

• Motivation
Through the questionnaire we have tried to find the hidden need or want of customer and
have tried to find if these people can be tapped as the potential customer for Big Bazaar.

• Behavior
Behavior concerns what subjects have done or are doing. Through the questionnaire we
have tried to find out the behavior of the individuals regarding the product and their responses. If
the responses are favorable then the person can be said to be our potential customer. The primary
data serves as an important tool to measure the behavioral trend of the customer. It helps in
answering some of the vital Questions.
 48

a) Obtaining the Primary Data

The data collection was primarily done through communication. Communication involves
questioning respondents to secure the desired information, using a data collection instrument called
questionnaire. The questions were in writing and so were the responses.

b) Versatility
It is the ability of a technique to collect the information on the many types of primary data
of interest to marketers. It has also been found that some of the people do not answer truthfully to
all the questions especially in the case of the personal details

Data Analysis
The tools and methods of data collection identified earlier were employed to gather data
on the consumer perception on Big Bazaar. The data accrued, especially from the interviews and
questionnaires circulated, are tabulated and depicted on graphs in the following pages. The data
thus gathered and tabulated is analyzed. The data is then scrutinized and relevant interpretations
are drawn.
The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors
3. Customer satisfaction ratio,
4. Level of satisfaction,
5. Causes of dis-satisfaction,
6. Customer responses regarding services.

The data collection plan, including procedures, instruments, and forms, was designed and
pre-tested to maximize accuracy. All data collection activities were monitored to ensure adherence
to the data collection protocol and to prompt actions to minimize and resolve missing and
questionable data. Monitoring procedures were instituted at the outset and maintained throughout
the study, since the faster irregularities can be detected; the greater the likelihood that they can be
resolved in a satisfactory manner and the sooner preventive measures can be instituted.
 49

Q. 1) Age of the respondents?

Age No. of respondents

Below 18 30

18-40 45

40-60 15

60 above 10

Total 100

NO. OF CUSTOMERS AGE WISE

Below 18, 18-40,

30% 45%

60 above,
10% 40-60,
15%

Data:
The first criteria respondents were asked to indicate was the age group they belonged to.
Respondents were asked to choose among four age group categories, viz., below 18, 18-40, 40-60,
60 above years. The age groups were identified as key factors impacting shopping and purchase
decisions of consumers.

Analysis:
From the table, and pie chart depicted above, the distribution of the population under study
is evident. Of the 100 respondents who answered the questionnaire, 45% indicated that their ages
fell in the category 18-40 years 30% indicated below 18, 15% indicated 40-60 year and 10%
indicated 60 above.
 50

Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as companies, can
identify the demographics of the population that visit retail outlets. The highest number of
respondents falls in the age group 18-40. It can be deduced that most of the consumers who visit
retail outlets regularly are the youth. They make up almost more than half of the population who
shop at retail stores.

Q. 2) Gender of the respondents?

Gender No. of respondents

Male 65

Female 35

Total 100

No. of customers gender wise

Male
35% Male
Female
Female
65%

Data:
Consumers were asked to indicate their gender. The object of this question is to understand
the demographics of the population under study.
 51

Analysis:
From the table, and pie chart depicted above, the distribution of the consumers is evident.
Of the 100 respondents who answered the questionnaire, 65 were female and 35 were male. It is
evident from the responses and the subsequent tabulation that the number of female respondents
was higher than that of the male respondents in the population under study. Female are the major
buyers at the Big Bazaar.

Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as companies, can
identify the distribution in the number of men and women who visit the retail outlets and
appropriate decisions can be made keeping these numbers in mind.
The highest number of respondents were female, as is depicted by the graph and chart presented
above. The number of male respondents was less compared to the female respondents.
Two decisions can be made from the above data collected:
• one, more women visit retail outlets than men.
• Two, more women are willing to fill out questionnaires and take a survey than men.

Since more women can be inferred to visit retail stores than men, companies can target their
offerings and marketing strategies in two areas. Retail outlets can
appeal to the women customers by offering more products geared especially towards women. They
can provide a shopping experience that women are particularly attracted to.
Another way that retail chains can use the above data is to think new techniques so that they can
appeal to the men rather than the women. Since, fewer men visit
retail stores as against women, the companies have a large base of potential customers. By
providing products that are geared towards men and by providing a shopping experience that
attract men’s they can increase their loyal customers.

Q.3) How you came to know about Big Bazaar?

Source No. of respondents

Electronic media 30
Word of mouth 40
Print media 20
Hoarding 10
Total 100
 52

Source of knowledge

Hoaring
10%

Electronic
media Electronic media
Print media
30%
20% Word of mouth
Print media
Hoaring
Word of
mouth
40%

Data:
Consumers were asked to indicate the source from where they got information about Big
Bazaar. The object of this question is to understand the source of information of the population
under study.

Analysis:
From the table, and pie chart depicted above, the distribution of the consumers is evident.
Of the 100 respondents who answered the questionnaire, 40% people got information about Big
Bazaar from word of mouth 30% from electronic media ,20% from print media ,10% from
Hoardings.

Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as companies, can
identify the source of the information for the customers from where they got the information about
Big Bazaar.
Appropriate decisions can be made keeping these numbers in mind.
• We should increase the quality of service and which we are providing to customers, so that
we can increase loyal customers so that they can influence more people and our customer base can
be increased.
• Secondly, we can increase our advertisement on electronic media as now days customers
are also influenced by adds on TV, and other electronic media.
 53

Q. 4) How often do you shop?

Frequency No. of respondents

Shopping Frequency
Once a week 45
Fortnightly 30
Once a month 25 Once a
Total 100 month
25% Once a week
Once a week
45% Fortnightly
Once a month
Fortnightly
30%

Data:
Consumers approached were asked about their frequency in visits to shops. The frequency
points furnished were: Once a week, Fortnightly, and Once a month. These frequency points were
identified by observation and interview as the average times that consumers shop.

Analysis:

From the table, and pie chart depicted above, the frequency of shopping of the respondents
is evident. Of the 100 respondents who answered the questionnaire, 45 indicated that they shopped
once a week, 30 indicated that they shopped Fortnightly 25 who visit shops, malls or retail stores
once a month.

Interpretation:

This question is aimed at understanding how frequently consumers visit shops and buy
their products or avail of their services. The frequency points laid before the respondent have been
the result of observation and interview. By analyzing the responses to this question, I the
researchers, as well as companies, can identify the number of times a customer is likely to shop in
a month’s time.
The highest responses have been attributed to once a week shopping. It can be deduced that
consumers who shop only once a week, pose very different challenges to retail stores. Such
customers can be presumed to have a high disposable income and may buy more lifestyle or
fashion products. Since they shop so frequently, they must continually be entertained and attracted
to make repeat purchases at stores. When targeting this segment, companies must be able to get
new stock every week, and update their marketing strategies continuously.
As monthly customers can buy the products in bulk so they can shop during (M.B.B) and other
offer seasons but we can give every week big discounts to customers so it’s more difficult to
increase the customer base of weekly customers. It can be increased if employee handle the
customer well, display of the product, and ambience of the retail outlet is good.
 54

Q.5) Why do you shop at Big Bazaar?

Factors No. of
responde
Factors effecting buying
nts
Offer 17
Price 23
Easy availability of 35
Quality Offer Offer
products
25% 17%
Quality 25
Price

Price Easy availability of

Data:
23% products
Consumers approached were asked Easy
availability Quality
about their factors affecting their purchasing of products
decision. The factor points furnished were: 35%
Quality, Price, Offer, Availability of product

Analysis:
From the table, and pie chart depicted above, the factors effecting purchasing decision of
consumers is evident. Of the 100 respondents who answered the questionnaire, 35 answered
availability of product 25 answered quality, 23 answered price 17 answered offers as their main
factors influencing their buying decision.

Interpretation:
This question is aimed at understanding what elements attract the consumer the most. The
preference points laid before the respondent have been the result of observation and interview. By
analyzing the responses to this question, I the researchers, as well as companies, can identify the
biggest factors that influence the consumers in favoring one store over others.
The highest responses and the highest factor have been attributed to availability of products on
sale, when choosing to shop at a particular store.
Although it is said that the most important things in retail are “Location, location, and location”,
from the consumers’ point of view, proximity is of little concern. The quality, price and variety of
goods play big roles in the decision-making process.

Q.6) What do you mostly shop at

the Big Bazaar stores?
Accessorie
Clothing s
Detail No. of respondents 30% 25%
Accessories 25
Accessories
Groceries 32 Others
Groceries Groceries
Others (specify) 13%
13 32%
Others
Clothing 30 Clothing

Sharings in different parts

 55

Data:
Consumers approached were asked to indicate the types of products they mostly shopped
at Big Bazaar. The types of products presented were Clothing, Accessories, Groceries and others.
These products were identified by observation and interview as the most popular products that
consumers shop for frequently.

Analysis:
From the table, and pie chart depicted above, the products frequently shopped for by
consumers is evident. Of the 100 respondents who answered the questionnaire, 32% indicated that
they essentially shopped for Groceries, 30% Clothing, 15% others (Luggage, Footwear etc.), and
25% Accessories.
It is evident from the responses and the subsequent tabulation that consumers, on an average,
frequently shop for products in the following descending order: Clothing, Accessories, Others and
Groceries.

Interpretation:
Of the consumers approached, 100 people agreed to fill in the questionnaire and this
specific question. This question is aimed at identifying the products consumers shop for frequently
at retail outlets. The product categories laid before the respondent are the result of observation and
interview. By analyzing the responses to this question, I the researchers, as well as companies, can
identify the main attractions of products and services offered.
The high number of responses indicate that a large number of consumers visit retail outlets for
groceries. Approx. One-third of the respondents indicated that they visit retail outlets to purchase
Clothes.

To the retail stores, the above tabulated responses lead to a very important result. Groceries is the
fastest moving consumer good. Retail outlets that provide groceries and apparels can see a higher
rate of turnover and sales volume.

Q.7) What is the main purpose of Purchase?

Particulars No. of respondents

Personal usage/consumption 71
To Gift 19
Any other pl. Specify 10
Total 100
 56

Interpretation:
No. of respondent
From the above table we
can conclude that the major Personal
uses/consumpti
numbers of respondents of 71% 80
on, 71
personal usage, 19% to gift and 70
remaining 10% any other. 60
50
40
30
To Gift, 19
20
Any other
10
0

Q.8) Who you prefer to go in Big Bazaar with?

Particulars No. of respondents

Family members 28
Spouse 13
Friends 55
Others 4
Total 100

No. of customers
60
Friends , 55
50

40

30 Family members,
No. of customers
28
20
Spouse , 13
10
Others , 4
0
FAMILY MEMBERS SPOUSE FRIENDS OTHERS

Interpretation:
From the above study 28% of respondents from Family, 13% of respondents from Spouse
and 55% of respondents from Friends and remaining 4% are others.
 57

Q.9) Which mall you like the most in the city?

Particulars No. of respondents

Big Bazaar 72
P&M 15
Patna Central 12
UFO 1
Total 100

No. of respondents
80
Big Bazaar
70

60

50

40

30

20 P&M
Patna Central
10
UFO
0
Big Bazaar P&M Patna Central UFO
No. of respondents 72 15 12 1

Interpretation:

From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for P & M, 12% of respondents for Patna Central and only 1% of respondents are
UFO.
 58

Q.10) How do you rate the pricing of products at Big Bazaar?

Particulars No. of Respondents

Expensive 09
Competitive 21
Affordable 36
Reasonable 34
Total 100

No. of Respondents

Reasonable

Affordable

Competitive

Expensive

0 5 10 15 20 25 30 35 40

Expensive Competitive Affordable Reasonable

No. of Respondents 9 21 36 1.2

Interpretation:

From the above study 09% of respondents from Expensive, 21% of respondents from
Competitive and 36% of respondents from Affordable 34% of respondents from Reasonable.
 59

Q.11) How often do you ask for Assistance from store staff in selecting
you purchase?

Particulars No. of respondents

Almost always 22
Frequently 30
Sometimes 40
Never 8
total 100

NO. OF RESPONDENTS
45
Sometimes, 40
40

35
Frequently, 30
30

25 Almost always, 22
20

15

10 Never, 8

0
Almost always Frequently Sometimes Never
No. of respondents 22 30 40 8

Interpretation:

From the above data, we decide that 22% of the customers take assistance from staff
always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will not
depend on others. From the collected data, we can say that the minority of the customers take
assistance from the store staff sometimes.
 60

Q.12) Are you aware with Big Bazaar own brands?

Items No.
Food Bazaar 40 Dj & C Food
Tasty Treat 25 35% Bazaar
40%
Dj & C 35
Total 100 Tasty
Treat Food Bazaar
25%
Tasty Treat
Dj & C

Data: Awareness about Big

Consumers approached were asked if they
were aware about the Big Bazaar own brands as
Bazaar own Brands
Food Bazaar, Tasty treat, Dj &C etc.

Analysis:
From the table, and pie chart depicted above, the awareness about big bazaar own brands
in the consumers is evident. Of the 100 respondents who answered the questionnaire, 40 replied
that they were aware about Food Bazaar 25 were aware about Tasty treat and 35 were aware about
Dj & C brand.

Interpretation:
This question is aimed at the awareness in customers about the Big Bazaar own brands.
The object is also to analyze how to increase awareness about the Big Bazaar own Brands among
consumers. By analyzing the responses to this question, I the researchers, as well as companies,
can identify the awareness about the big bazaar own brands among consumers. This indicates that
although most consumers are aware about the big bazaar brands Food Bazaar brands are more
popular than other brands.
 61

Q.13) Are you satisfied with Big Bazaar own brands (e.g. Tasty Treat)?

Details No. of respondents

Satisfaction with Big Bazaar brands
YES 65
NO 35

Data: NO 35

Consumers approached were

65
asked about their satisfaction level YES

with the Big Bazaar own Brands. This 0 10 20 30 40 50 60 70

question was answered by 100
consumers.

Analysis:

From the table, and pie chart depicted above, the satisfaction level among the customers
about Big Bazaar own brands of the 100 respondents who answered the questionnaire, 65 replied
yes that they were satisfied with the big bazaar brands and there were 35 people who were not
satisfied with big bazaar brands.

Interpretation:

Of the consumers approached, 100 people agreed to fill in the questionnaire and this
specific question. This question is aimed at satisfaction level among the customers for big bazaar
brand. By analyzing the responses to this question, I the researchers, as well as companies, can
identify that many customers are satisfied with the own brand of big bazaar.

From the tabulated data depicted above and responses of the consumers, we can see that to promote
own brand we should advertise more and packaging can be made more attractive.
 62

Q.14) How is your overall experience in Big Bazaar?

Particulars No. of respondents

Excellent 63
No. of respondence
Good 27
Poor 10
Poor
Total 100 10%

Excellent
Good Good
27%
Excellent Poor
Interpretation: 63%

From the above data, we decide that

63%of the customers overall experience in Big
Bazaar is excellent, 27% of the customers
overall experience is Good and only 10% of customers overall experience is poor. From this we
can decide that, the overall customer satisfaction level is good.

Q.15) Would you visit Big Bazaar again?

Particulars No. of respondents

Sure 85 No. of respondents
May be, Never, 3%,
May be 12 12%,
Never 3
Total 100 Sure
May be
Never
Interpretation:
Sure, 85%,
From the above table we can conclude
that the major numbers of respondents 85% of
the respondents say sure, 12% of the respondents say May be, 3% of the respondents say Never.
 63

Q.16) Do you suggest any one to shop at Big Bazaar?

Particulars No. of respondents

Yes 85
No 15
Total 100

85
90
80
70
60
yes
50
40 No
30 15
20
10
0
suggest any one to shop at big bazaar
yes 85
No 15

Interpretation:

From the above table we can conclude that the major numbers of respondents Yes, 85%,
which comprises of 15% of the No.
 64

Q.17) In which area of operation at Big Bazaar improvement is

needed?
Detail No.
Cashier Speed 45 Area of improvement in operations
Staff Knowledge 30
Waiting Time Management 25
45
Total 100

30
25
Data:

Consumers were asked to answered that

in which operation they want improvement at
Big Bazaar. The objective of this question is to 0
CASHIER SPEED STAFF KNOWLEDGE WAITING TIME
understand the improvement area at Big Bazaar. MANAGEMENT

Analysis:

From the table, and pie chart depicted above, the distribution of the consumers is evident.
Of the 100 respondents who answered the questionnaire,45% customers need improvement in
Cashier speed 30% are not satisfied with the staff knowledge about the product 25% thought
waiting process management is not good at Big Bazaar.

Interpretation:

By analyzing the responses to this question, I as, a researcher, as well as companies, can
identify the improvement areas in operations at Big Bazaar.

Appropriate decisions can be made keeping these numbers in mind.

• We should increase the no. of cashiers at least on Wednesday Bazaar, Weekends, Monthly
Bachat Bazaar.

• Secondly, we can increase sources of entertainment to manage the waiting process

management, we can play good songs so that customers are not irritated during waiting.
 65

Q.18) How do you suggest to Big Bazaar Management to making

present Big Bazaar to more attractive?

Particulars No. of respondents

To maintain quality products 45
Reasonable prices 25
Giving more offers and discounts 25
convenience 5
Total 100

Convenience No. of respondents

5%

Giving more offers To maintain

and discounts quality products
25% 45% To maintain quality products
Reasonable prices
Giving more offers and discounts
Convenience
Reasonable prices
25%

Interpretation:

From the study it is observed that 45% of respondents for to maintain quality products,
25% of respondents Reasonable Prices, 10% of respondents in Every month, 25% of respondents
for Giving more of offers and discounts, 5% respondents for convenience.
 66

Q.19) Mention your satisfaction level for following elements

1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied

Elements 1 2 3 4 5

1. Location ( ) ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) ( ) ( )
5. Spacious shop floor ( ) ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( ) ( )
8. Promotion offers ( ) ( ) ( ) ( ) ( )
9. Price of the product ( ) ( ) ( ) ( ) ( )
10.Staff helpfulness ( ) ( ) ( ) ( ) ( )
11.Flexibility in payment
mode ( ) ( ) ( ) ( ) ( )
12.Return of value for
money ( ) ( ) ( ) ( ) ( )
 67

1. Location:

Satisfaction level No. of respondents

Highly satisfied 25
Satisfied 10
Neither satisfied nor dissatisfied 60
Dissatisfied 4
Highly dissatisfied 1
Total 100

Satisfaction level based on Location

70
60
60

50

40

30 25
Satisfaction level based on Location
20
10
10 4
1
0
HIGHLY SATISFIED NEITHER SATISFIED HIGHLY
SATISFIED SATISFIED DISSATISFIED
NOR
DISSATISFIED

Interpretation:
From the above data, we decide that 25% of the customers satisfaction level is highly
satisfied on the basis of location of Big Bazaar, 10% of the customers satisfaction level is satisfied
on the basis of location of Big Bazaar, 60% of the customers satisfaction level is neither satisfied
nor dissatisfied, 5% of the customers satisfaction level is dissatisfied and in the customers no one’s
satisfaction level is highly dissatisfied.

2. Operating time:
Satisfaction level No. of customers
Highly satisfied 10
Satisfied 50
Neither satisfied nor dissatisfied 27
Dissatisfied 10
 68

Highly dissatisfied 3

SATISFACTION LEVEL BASED ON OPERATING TIME

Highly dissatisfied, Highly satisfied,
3% 10%
Dissatisfied, 10%

Neither satisfied
nor dissatisfied,
27%

Satisfied, 50%

Interpretation:
From the data above specified, 10% of customers are highly satisfied, 50% of the customers
are satisfied, 27% of the customers are neither satisfied nor dissatisfied, 10% of the customers are
dissatisfied, 3% of the customers are highly dissatisfied on the basis of operating time.

3. Parking facility:
Satisfaction level No. of customers
Highly satisfied 30
Satisfied 56
Neither satisfied nor dissatisfied 6
Dissatisfied 7
Highly dissatisfied 1
Total 100
 69

Satisfaction level based on Parking facility

60% 56%

50%

40%
30%
30%
Satisfaction level based on
20% Parking facility

10% 6% 7%
1%
0%
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied

Interpretation:
from the data above specified, 30% of customers are highly satisfied, 56% of the customers
are satisfied, 6% of the customers are neither satisfied nor dissatisfied, 7% of the customers are
dissatisfied, 1% of the customers are highly dissatisfied on the basis of parking facility.

4. Cleanness of Store:
Satisfaction level No. of customers
Highly satisfied 36
Satisfied 22
Neither satisfied nor dissatisfied 32
Dissatisfied 12
Highly dissatisfied 0
Total 100
 70

Satisfaction level based on Cleanness of store

40%
35%
30%
25%
20% 36%
32%
15%
22% Satisfaction level based on
10%
12% Cleanness of store
5%
0% 0%

Interpretation:
from the data above specified, 36% of customers are highly satisfied, 22% of the customers
are satisfied, 32% of the customers are neither satisfied nor dissatisfied, 12% of the customers are
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Cleanness of store.

5. Spacious Shop Floor:

Satisfaction level No. of

customers
Highly satisfied 9
Satisfied 25
Neither satisfied nor dissatisfied 40
Dissatisfied 20
Highly dissatisfied 6
Total 100
 71

Satisfaction level based on Spacious shop

floor

40%
40%
25%
30% 20%
20% 9% 6%
10%
Satisfaction level based on
0% Spacious shop floor

Interpretation:
From the data above specified, 9% of customers are highly satisfied, 25% of the customers
are satisfied, 40% of the customers are neither satisfied nor dissatisfied, 20% of the customers are
dissatisfied, 6% of the customers are highly dissatisfied on the basis of Spacious shop floor.

6. Easy to Locate Product:

Satisfaction level No. of customers

Highly satisfied 80
Satisfied 8
Neither satisfied nor dissatisfied 3
Dissatisfied 9
Highly dissatisfied 0
Total 100
 72

Satisfaction level based on Easy to locate

product
0%
3%
9%

8% Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
80%

Interpretation:

From the data above specified, 80% of customers are highly satisfied, 8% of
the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied,
9% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on
the basis of Easy to locate the product.

7. Quality of Products:

Satisfaction level No. of customers

Highly satisfied 2
Satisfied 80
Neither satisfied nor dissatisfied 10
Dissatisfied 8
Highly dissatisfied 0
Total 100
 73

Satisfaction level based on quality of

products
80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on
10% 2% 0% quality of products
0%

Interpretation:
From the data above specified, 2% of customers are highly satisfied, 80% of the customers
are satisfied, 10% of the customers are neither satisfied nor dissatisfied, 8% of the customers are
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Quality of products.

8. Promotion Offers:

Satisfaction level No. of customers

Highly satisfied 20
Satisfied 60
Neither satisfied nor dissatisfied 18
Dissatisfied 2
Highly dissatisfied 0
100
 74

Satisfaction level based on Promotion offers

70% 60%
60%
50%
40%
30% 20% 18%
20% Satisfaction level based on
Promotion ofers
10% 2% 0%
0%

Interpretation:
From the data above specified, 20% of customers are highly satisfied, 60% of the customers
are satisfied, 18% of the customers are neither satisfied nor dissatisfied, 2% of the customers are
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Promotion Offers.

9. Price of The Product:

Satisfaction level No. of customers

Highly satisfied 4
Satisfied 90
Neither satisfied nor dissatisfied 3
Dissatisfied 0
Highly dissatisfied 3
Total 100
 75

Satisfaction level based on Price of the

product
90%
90%
80%
70%
60%
50%
40%
30%
20% Satisfaction level based on Price
4% 3% 0 3%
10% of the product
0%

Interpretation:
From the data above specified, 4% of customers are highly satisfied, 90% of the customers
are satisfied, 3% of the customers are neither satisfied nor dissatisfied, 0% of the customers are
dissatisfied, 3% of the customers are highly dissatisfied on the basis of Price of the product.

10. Staff Helpfulness:

Satisfaction level No. of customers

Highly satisfied 52
Satisfied 8
Neither satisfied nor dissatisfied 25
Dissatisfied 12
Highly dissatisfied 3
Total 100
 76

Satisfaction level based on Staff helpfullness

HIGHLY DISSATISFIED 3%

DISSATISFIED 12%

NEITHER SATISFIED NOR

DISSATISFIED
25%

SATISFIED 8%

HIGHLY SATISFIED 52%

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

Interpretation:

From the data above specified, 52% of customers are highly satisfied, 8% of
the customers are satisfied, 25% of the customers are neither satisfied nor
dissatisfied, 12% of the customers are dissatisfied, 3% of the customers are highly
dissatisfied on the basis of staff helpfulness.

11. Flexibility in Payment Mode:

Satisfaction level No. of customers

Highly satisfied 10
Satisfied 80
Neither satisfied nor dissatisfied 7
Dissatisfied 3
Highly dissatisfied 0
Total 100
 77

Satisfaction level based on Flexibility in payment

Highly dissatisfied mode Dissatisfied
0% 3%
Neither satisfied nor Highly satisfied
dissatisfied 10%
7%

Satisfied
80%

Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

Interpretation:
From the data above specified, 10% of customers are highly satisfied, 80% of the customers
are satisfied, 7% of the customers are neither satisfied nor dissatisfied, 3% of the customers are
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Flexibility in Payment
mode.

12. Return of Value for Money:

Satisfaction level No. of customers

Highly satisfied 5
Satisfied 60
Neither satisfied nor dissatisfied 35
Dissatisfied 0
Highly dissatisfied 0
Total 100
 78

Satisfaction level based on Return of value of

money
70%
60%
60%
50%
40% 35%

30% Satisfaction level based on

20% Return of value of money
5%
10%
0% 0%
0%
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor Dissatisfied
dissatisfied

Interpretation:
From the data above specified, 5% of customers are highly satisfied, 60% of the customers
are satisfied, 35% of the customers are neither satisfied nor dissatisfied, 0% of the customers are
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Return of Value for Money.
 79

Chapter No. – 08
CONCLUSION
 80

Chapter No. – 08

CONCLUSION

 The report reveals that there is huge scope for the growth of organized retailing and
improvement of Big Bazaar Store in Patna city.

 With the changing lifestyle, modernization and westernization there exists a huge scope
for the growth of Big Bazaar store and is therefore a threat to unorganized retailing.

 Big Bazaar store are able to provide almost all categories of items related to food, health,
beauty products, clothing & footwear, durable goods so it become quite easier for the
customer to buy from one shop and hence is a convenient way of shopping when compared
to unorganized retailing.

 Aggressive Marketing is the key to increasing the market share in this area, since the market
has a lot of potential both in terms of untapped market.

Findings:
From the responses of 100 customers the findings can be listed as:

 As per the findings, all are having the awareness of Big Bazaar. We can say that Big Bazaar
have good place in the minds of the customers.
 As per the findings 65% of male customers are come to Big Bazaar for shopping.
 The customers who were mainly age group of 18-40 years are shopping at Big Bazaar.
 It has been found that the Majority of the Respondents come to know about the Big Bazaar
through Friends/Relatives References and Advertisements only. So, we can say that the
word of mouth and advertisements are plays a very important role when customers
shopping at Big Bazaar.
 As per findings, Majority of the Respondents are visits Big Bazaar once in a week. By this,
we can say that most of the customers are coming to Big Bazaar regularly.
 As per findings, Majority of the Respondents are purchasing for the Purpose of Personal
use/consumption only.
 As per findings, Majority of the respondents are interested to shopping at Groceries.
 Most of customers are prefer to come to Big Bazaar with friends, and customers are
motivating by them at purchase.
 81

 Majority of the respondents are interested to visit Big Bazaar when compare to other malls.
 As per the findings, majority of the customers choose the Big Bazaar for availability of
products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Big Bazaar.
 As per findings, most of the customers prefer to shop in Big Bazaar for offers & discounts.
 As per findings, most of the respondents are taking assistance from the store staff during
purchase period. We can say that customers take assistance from store staff when they
shopping in Big Bazaar.
 As per the findings, majority of the customers are satisfied with the value of their money
provided by Big Bazaar.
 As per findings, overall experience of the respondents is found to be Excellence as started
by 12% of the Respondents, and Good by 60% of the Respondents, very few rated as poor.
 As per findings, most of the customer’s opinion is to revisit the Big Bazaar.
 As per findings, Majority of the Respondents are recommended to others for shopping in
Big Bazaar.
 As per findings, as much as 45% of the Respondents to suggest the Big Bazaar to maintain
good quality in products.

Suggestions:
An attempt has been made to suggest to the Big Bazaar a few measures. These suggestions
have been made within the preview of the data available.
 The company must go for some more promotional activities rather than TV, advertisement,
hoarding and newspapers.

 The company has to conduct the periodical meetings with customers and take their valuable
suggestions.

 The company may adopt policy of discounts cards and gifts to customers while purchasing
the products.

 Innovative efforts must be launched to improve the position through better marketing
strategies.
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 Innovative packaging can give a company an advantage over competitors.

 The store staff should be trained adequately so as to “convince” the Potential buyers,
because his performance on jobs has great impact on sale of a product.

 Most of the customers belongs to age group of 18-40 years. So, company has to concentrate
more on those people to enhance the sales.

 Moreover, the company has to concentrate more on the customers of age group of 22-37
years to enhance the sales.
 Allowing more space between the entrance of a store and a product gives it more time in
the shopper’s eye as he or she approaches it. It builds a little visual anticipation.
 The number of trial rooms available at BIG BAZAAR is very less as compared to the
number of people coming. This usually results in long queues and waiting by customers.
 Install more full-length mirrors inside the store so as to assist the customers to make better
purchase decisions.
 Play light music inside the store to make the shopping a pleasurable experience.
 They can also exhibit their new line of clothing through events like fashion shows.
 Baskets should be scattered throughout the store, wherever shoppers might need them.
Many customers don’t begin seriously considering merchandise until they have browsed a
bit.
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BIBLIOGRAPHY

Text Books

Consumer Behavior: Albert J. Dells Bittas

Consumer Behavior: David L. Loudon

Principles of Marketing: Philip Kotler

Marketing Management: Philip Kotler

Research Methodology: M.V. Kulkarni

Websites:

www.consumerbehavior.com

www.bigbazaar.com

www.panthalone.com

www.futuregroup.com

www.futurebytes.com

www.pantaloon.com

www.retailindia.com
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APPENDIX

Questionnaire:

(The information furnished by the respondent is strictly for Academic purpose only)
Dear Respondent, as a part of research, a survey is taken up to study the Consumer
Behavior towards the Big Bazaar. Kindly provide the following information.

NAME: OCCUPATION:

AGE: Below 18 18-40 40-60 Above 60

GENDER: Male/ Female EDUCATION: LOCATION:

1) How you came to know about Big Bazaar?

a) Electronic media
b) Word of mouth
c) Print media
d) Hoarding

2) How often do you shop?

a) Once a week
b) Fortnightly
c) Once a month

3) Why do you shop at Big Bazaar?

a) Quality
b) Offer
c) Price
d) Easy Availability of Product
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4)What do you mostly shop at the Big Bazaar stores?

a) Clothing
b) Accessories
c) Groceries
d) Others (specify)
5) what is the main purpose of purchase?
a) Personal Usage / consumption
b) To Gift
c) Any other

6) You prefer to go in Big bazaar with

a) Family members
b) Spouse
c) Friends
d) Others

7) Which mall you like the most in the city

a) Big Bazaar
b) P &M
c) Patna Central
d) UFO

8) How do you rate the pricing of products at Big Bazaar?

a) Expensive
b) Competitive
c) Affordable
d) Reasonable

9) How often do you ask for Assistance from store staff in selecting your Purchase?
a) Almost Always
b) Frequently
c) Sometimes
d) Never

10) Are you aware of Big Bazaar own brands?

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a) Food Bazaar
b) Tasty Treat
c) Dj &C

11) Are you satisfied with Big Bazaar own brands (e.g Tasty Treat)?

a) Yes
b) No

12) How is your overall experience in Big Bazaar?

a) Excellent
b) Good
c) Poor

13) Would you visit Big Bazaar again?

a) Sure
b) May be
c) Never

14) Do you suggest any one to shop at Big Bazaar?

a) Yes
b) No

15) In which area of operation at Big Bazaar improvement is needed?

a) Cashier Speed
b) Staff Knowledge
c) Waiting Time Management

16) How, do you suggest to Big Bazaar management to making present Big Bazaar
to more attractive?
a) To maintain quality products
b) Reasonable prices
c) Giving more offers and discounts
d) Convenience

17) Mention your satisfaction level for following elements

1. Highly satisfied
2. Satisfied
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3. Neither satisfied nor dissatisfied

4. Dissatisfied
5. Highly dissatisfied

Elements 1 2 3 4 5

1. Location ( ) ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) ( ) ( )
5. Spacious shop floor ( ) ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( ) ( )
8. Promotion offers ( ) ( ) ( ) ( ) ( )
9. Price of the product ( ) ( ) ( ) ( ) ( )
10. Staff helpfulness ( ) ( ) ( ) ( ) ( )
11. Flexibility in payment
mode ( ) ( ) ( ) ( ) ( )
12. Return of value for
money ( ) ( ) ( ) ( ) ( )

Date……… Signature……….

Thank you
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