Professional Documents
Culture Documents
Submitted to
Prof Mrs. Vasumathy Hariharan
Faculty: Business Research and Management
IBS, Hyderabad.
On 05/01/10
Submitted by
S.Sai kumar
Enrol No: 09BS HYD 1077
Section: ‘M’
1
Acknowledgement
2
SL.No. CONTENTS PAGE NO.
3
LIST OF TABLES
4 4.4 Accompanied By 21
21 4.15 Age 43
22 4.16 Gender 44
4
23 4.7 Marital Status 44
5
LIST OF CHARTS
SL. CHART TITLE PAGE
NO.
1 NO.
1 Frequency Of Visit NO.
18
2 2 Preference Of Shopping Days 19
3 3 Preference Of Shopping Time 21
4 4 Accompanied By 22
5 5 Source Of Knowledge 24
6 6 Customer Perception Towards Big Bazaar 25
7 7 Customer Expectation 27
8 7.1 Customer Expectation (Age) 28
9 7.2 Customer Expectation (Gender) 29
10 8 Product Satisfaction 31
11 9 Product Location 32
12 10 Helpful Signage 33
13 11 Customer Perception Towards Price 34
14 11.1 Customer Perception Towards Price (Age) 36
15 11.2 Customer Perception Towards Price (Gender) 37
16 12 Awareness Of Promotional Offers 38
19 14 Customer Perception 40
20 14.1 Customer Perception (Age) 42
21 14.2 Customer Perception (Gender) 43
22 15 Age 44
23 17 Marital Status 46
24 18 Monthly Family Income 47
6
RETAILING IN THE INDIAN SCENARIO
7
preferences.
Shopper's stop was the first Shopping mall to start in India. It was
promoted by Mr.K.Raheja , a prominent Mumbai-based builder, opened
the first outlet in Andheri, Mumbai in 1991, initially it underwent a fair
share of growing pains but slowly it caught on and has now been very well
excepted by the masses.
In India there are a number of large towns and the population in these
towns is also very high. This acts as a very important factor to attract the
large retailers in venturing into these towns. In the ascending traffic
congestion levels, the net result is over crowded towns and parking
hassles, One-stop shops have become the places of choice in such a
scenario.
There has been an explosion of branded goods as a corollary to the
receptive conditions created by The new trend; For example: In the
eighties there was only one brand of salt available in the Indian market
but today there are many brands that are available. Garments, cosmetics,
shoes, etc are no way different as a number of brands have entered into
the market.
8
RISE OF INDIAN RETAIL SECTOR
Traditional retailing continues to be the major form of retail system
contributing to over 97% of total retail revenues. Indian retail market is in
a transition phase with a
fast paced shift towards
organized retail which is
predicted to capture 15-
20% market share by
2010. Initially organized
retail stores made their
entry through metro
cities. But with the
increased spending
capacities of consumers
in tier-2 cities, the new
retail stores are entering
smaller upcoming cities.
There are only a handful
of companies with a retail
background. Most new
entrants to the Indian retail scene are real estate groups who see their
access to and knowledge of land, location and construction as prime
factors for entering the market. Quite interestingly, the share of retail
market in urban and rural India is not very skewed. The organized retail is
expected to grow at a rate of 35% in large cities because of shortage of
space, while in small towns it would grow at a rate of 50-60 per cent,
where ample land is available (NSSO and KPMG analysis).
9
opportunity for prospective new players. “Retail Revolution” is just
beginning in India. This presents a unique opportunity in time to
“organized” retailers in the western world to leverage and scale-up in
India utilizing their well defined and proven processes, procedures and
controls. The supply chain, procurement systems and understanding of
global trends & fashion will enable them to succeed.
715 by 2015.
10
STATEMENT OF THE PROBLEM
Big Bazaar one of the well-known shopping malls in the city of Hyderabad
has a different kind of marketing strategy as compared to others. In this
background an attempt is made to understand the marketing mix
strategies of Big Bazaar from customers' point of view.
11
SCOPE OF THE STUDY
The study confines itself in understanding the customers' view point of the
marketing mix strategies of Big Bazaar in Hyderabad.
RESEARCH METHODOLOGY
DATA SOURCES:
1. Primary Data
Primary data is the information collected for research purpose at hand.
Primary data was collected through an interview with the help of a
structured questionnaire, which contained quires that were relevant to the
purpose of the study as well as pertinent; industry related questions. The
present study questionnaire makes use of both open ended and close
ended questions.
2. Secondary Data
Secondary data is the information which already exists. Secondary data is
collected from journals, magazines, books, dissertations etc. The
secondary data for this research was obtained from company profile,
corporate magazines, corporate broachers, websites, journals etc. Various
books and other published matter were also referred to for sorting,
tabulating and analysing the raw data collected. Very little research
specific data was available; hence much emphasis was given to primary
data.
RESEARCH APPROACH
Survey method was adopted in order to collect the primary data
required for the study.
RESEARCH INSTRUMENT
Questionnaire was designed with open-end and close-end questions.
The Questionnaire was designed in such a manner so as to cater to all the
12
areas and aspects of the study.
SAMPLING PLAN
1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the
sampling unit.
2. SAMPLING SIZE: The sampling size was 100.
3. SAMPLING PROCEDURE: Random Sampling
DATA ANALYSIS
Simple statistical tools such as averages, ranking, means etc. are used.
Graphs and charts are also used to have a better pictorial understanding.
PLAN OF ANALYSIS
The collected data has been classified, tabulated, analysed and
interpreted in an organised manner. Inferences have been drawn carefully
and methodically with supportive guidance to avoid discrepancies in the
survey. Conclusions have been drawn and suggestions have been made to
the best of knowledge.
All the work is done under the assumption that the data collected from the
respondents was accurate.
Throughout the survey and throughout the time the report was prepared,
errors and mistakes have been made minimal despite the knowledge o
the fact that with a sample size of 100, various hindrances are bound to
occur.
Utmost care has been taken while preparing this report to see that it can
be clearly understood by the reader as well as beneficial to the company.
LIMITATIONS OF STUDY
13
It is assumed that the respondents understood the questions in the
questionnaires as they were supposed to. The chances of
misunderstanding were remote but it cannot be ruled out.
CHAPTER SCHEME
CHAPTER 1: Introduction
CHAPTER 6: Suggestions
14
Bibliography
Annexure
15
rapid growth in the coming years. This strategy can be best described in
the following words 'Rewrite Rules Retain Values'.
Blending Strategies
To targeting a higher share in customer shopping basket the company has
adopted blending strategies. By entering into multiple formats -
departmental stores and hypermarkets - PRIL has effectively blended the
multiple strategies and they have been successful in addressing a high
share of the customer's basket.
'Family focus' rather than 'individual focus'
PRIL strategy is to target family as its customer rather than individual.
With audience having social ethics and culture deeply rooted in them,
adopting the pull strategy has brought in more customers into the stores.
Moreover, it ensures repeat purchase and this is always in focus and is
reflected in all its communications and product offerings.
VALUES
Though unconventional in redefining the ways of doing business, PRIL has
not sacrificed on its core values. It believes in retain its core values while
redefining business rules.
Indian-Ness
The core value of company is INDIAN-NESS. We believe in ourselves. The
company is developing the Indian model of retailing since the customers
16
here have unique culture and value systems and hence it targets the
family as customer rather than Individual and offers products of Indian
taste, and a combination of own category and shop-in-shop category and
hence was born “the retailer partnering with small time shop keeper”
concept.
Some of the major milestone achieved by the company in its life span of
14 years is enumerated below:
MAJOR MILESTONES
17
the Indian shopper. Big Bazaar chain houses everything that one may
need in house, under one roof, at the lowest prices. It sells all items either
branded or unbranded. This includes clothing, apparel, home textiles &
furnishing, white goods, provisions; etc. The merchandise will either be a
part of Big Bazaar goods or will be a part of the shop-in-shop. Big Bazaar,
Pantaloon promises 'more for less', addressing a wider range of product
lines which are of interest to the mass market. The high service levels,
good ambience and implicit guarantees make shopping at Big Bazaar a
worry-free experience. Essentially this hypermarket concept is well on its
way to changing the very face of the Indian retailing industry.
RETAILING PRINCIPLES
• To define the core customer and merchandise for the store, its price
points, its assortments and presentation of sales for that target
group.
18
through various promotional schemes and excitement in store this
generates traffic and then business.
AGE % GENDER %
FREQUENCY NO.O 20- 30-
OF VISIT F <20 40< MALE FE MALE
RES. 30 40
19
majority of them regularly visit once a month (41%), 17% of them visit
only on special occasions, 15% were either first time visitors or fortnightly
visitors.
Between the age groups it is observed that the frequency of visit
increases with the increase in age. Above 40yrs has maximum frequency
of visit i.e. 43% monthly and 27% fortnightly. As far as the younger
generation is concerned majority visit during special occasions (27.3%).
In case of gender the men visit more frequently except in case of
fortnightly where 74% of females visit against none in case of men.
It is inferred that that most of the respondents visit big bazaar at least
once a month with middle aged men being the main visitors.
CHART-1 FREQUENCY OF VISIT
No. of Res pondents (%)
4
5
4
1.2
4
0.6
4
0
3
5
3
1.3
3
0
2
5
1
9.1
2
0 1
7.6
1
5
1
1.8 1
2.5
9
.4
1
0
7
.4 6
.3
5 2
.9
0
0
W
ee
kly F
ortn
igh
tly M
onth
ly Q
uarte
rly F
irstT
ime
Once Once Once O nce
F
req
uen
cyo
fVisit
M
ale F
ema
le
DAYS
<20 20-30 30-40 40< MALE FE MALE
20
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents
21
50
45
45
40
No. of Respondents (%)
35
30 26
25 22
20
15
10 7
5
0
SHOPPING DAYS Weekdays Weekends Anytime
Preference
22
4.3. PREFERENCE OF SHOPPING TIME:
23
CHART-3 PREFERENCE OF SHOPPING TIME
7%
22%
26%
45%
24
respondents prefer to shop with relatives and parents respectively. There
are a small percentage of respondents who preferred to shop alone (4%).
On the bases of age, a high percentage of respondents below the age of
30 prefer to shop with friends (63.6% and 66.7%), between the age
group 30-40, the respondents prefer to shop with their spouse (69.2%),
whereas respondents above the age of 40 prefer to shop with their
children (71%).
On the basis of gender there is not much difference between men and
women in case of spouse and friends, but it can be seen that men prefer
to shop with parents and relatives over women who prefer to shop with
children.
Hence it is inferred that a high percentage of respondents prefer to shop
with friends followed by spouse in most of the cases.
CHART-4 ACCOMAPNIED BY
50
45
40
35
30
25
20
15
10
0
Spouse Parents Children Friends Relatives Alone
Male Female
25
4.5. SOURCE OF KNOWLEDGE:
SOURCE OF
NO.QF RES. AGE % GENDER %
KNOWLEDGE
26
CHART-5 SOURCE OF KNOWLEDGE
Others
Word Of Mouth
Hoardings
Print Ads
0 10 20 30 40 50
CUSTOMER
REASONS PERCEPTION
Big Store 6
Quality 7
Value For Money 27
Variety 15
Promotional Offers 11
Good 9
Provisions 4
Long Queues 3
Others 3
No Comments 15
TOTAL 100
27
Analyses and Inference:
The customers' perception is very vital for any organisation, if it is positive
it is beneficial.
The above table analyses the customers' perception towards Big Bazaar.
27% of the respondents find Big Bazaar value for money, 15% are
satisfied with the variety of products, 11% are happy with the promotional
offers, 9% think it is a good store and 7% are satisfied with the quality of
the products, 3% of the respondents were unhappy with the long queues.
It is inferred that the respondents have a positive image about Big Bazaar.
Most of them are satisfied with the price variety and promotional offers, a
few were not happy with the long queues at the billing section.
25
20
15
10
0
No Comments
Promotional
Good
Quality
Long Queues
Others
Provisions
Big Store
Value For
Variety
Money
Offers
28
4.7. CUSTOMER EXPECTATION:
Price 4.2 4
Quality 4.67 1
Variety 4.34 2
Branded Products 3.75 6
Location 3.48 8
Store Layout 3.33 9
Exchange Facility 3.66 7
Staff Knowledge 3.99 5
Employee Behaviour 4.34 2
Total No. Of Res. 100
Res - Respondents
The above table indicates the factors influencing the shopping behaviour.
Accordingly quality, variety, employee behaviour and price are the most
important factors (in that order) while shopping, and store layout, location
and exchange facilities are the least important factors in that order.
29
CHART-7 CUSTOMER EXPECTATION
12% 12%
11% 14%
10%
12%
9% 10%
10%
CUSTOMER AGE %
30
variety and employee behaviour are more important than the price. Store
layout, exchange facilities and location take a back seat in all the age
groups.
0
Variety
Price
Employee
Exchange
Quality
Behaviour
Location
Store Layout
Knowledge
Products
Branded
Facility
Staff
GENDER %
CUSTOMER
EXPECTATION MALE FEMALE
(GENDER)
M R M R
Price 4.22 4 4.16 5
31
Quality 4.62 1 4.78 1
Variety 4.29 2 4.44 2
Branded Products 3.72 6 3.81 6
Location 3.35 8 3.75 7
Store Layout 3.13 9 3.75 7
Exchange Facility 3.63 7 3.72 9
Staff Knowledge 3.78 5 4.44 2
Employee Behaviour 4.29 2 4.44 2
Total No. Of Res. 68 32
Res - Respondents, M - mean, R - rank
32
0
1
2
3
4
5
6
Price
Quality
Variety
Branded
Products
Male
Location
Female
Store Layout
Exchange
Facility
Staff
Knowledge
33
Employee
Behaviour
4.8. PRODUCT SATISFACTION:
SATISFACTION RES.
Res - Respondents
34
above the age of 40 years are the most satisfied customers.
120
100
80
60
40
20
0
<20 20-30 30-40 40<
Yes No
35
On the basis of age the teenagers and the middle aged group (30-40) find
it more difficult to locate a product as compared to young adults and
respondents above the age of 40.
On the basis of gender it can be clearly seen that the females (21.9%) find
it more difficult to locate a product as compared to males (5.9%).
Hence it can be analysed that most of the customers are satisfied by the
product availability, with males between the age of 20-30 and above 40
being the most satisfied respondents.
100
90
80
70
60
50
40
30
20
10
0
Yes No
Male Female
36
Res - Respondents
100
80
60
40
20
0
MALE FE MALE
Yes No
TOTAL
PRICE
MEAN RANK
Provisions 2.49 1
37
Fruits And Vegetables 2.57 2
Crockery, Utensils, Plastic 2.63 3
Apparel 2.71 4
Total No. Of Res. 100
Res - Respondents, M - Mean, R - Rank
Analyses and Inference:
Price is the most important factor a customer looks for while shopping.
The above table analyses the customer perception towards the prices of
various products at Big Bazaar.
Accordingly the customers find the prices very reasonable (the weighted
means are between 2.49-2.71). The price of provisions are rated the least,
followed by fruits and vegetables, then crockery, utensils and plastic and
finally apparel.
It is inferred that the respondents are most satisfied with the price of
provisions and least satisfied with the price of apparel.
2.75
2.7
2.65
2.6
2.55
2.5
2.45
2.4
2.35
Provisions Fruits And Crockery, Apparel
Vegetables Utensils, Plastic
38
4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE):
M R M R M R M R
Provisions 2.55 3 2.62 2 2.38 1 1.86 1
Fruits And 2.5 1 2.69 3 2.54 2 2.14 2
VegetablesUtensils &
Crockery,
2.5 1 2.71 4 2,54 2 2.86 3
Plastic
It is seen that the teenagers find the prices of fruits & vegetables and
crockery, utensils & plastic most satisfactory whereas the rest find the
prices of provisions most satisfactory. Most of the respondents are
dissatisfied with the prices of apparel except respondents between 20-
30yrs.
It is inferred that the respondents are most satisfied with the price of
provisions and least satisfied with the price of apparel. Aver all the prices
are satisfactory.
39
11. Customer Perception Towards Price (Age)
3.5
2.5
1.5
0.5
0
<20 20-30 30-40 40<
Res - Respondents
Analyses and Inference:
The above table analyses the customer perception towards the prices of
various products at Big Bazaar on the basis of gender.
Accordingly the males are satisfied with the prices of apparel, fruits and
40
vegetables, crockery, utensils, plastic and provisions (in that order) as
compared to the females who find the prices of crockery, utensils &
plastic and apparel cheaper than fruits & vegetables and provisions.
It is inferred that both the genders have similar perception of the prices at
Big Bazaar.
11. Customer Perception Towards Price (Gender)
3.5
2.5
1.5
0.5
0
Provisions FruitsA nd C rockery, A
pparel
V
ege tables Utensils,P lastic
M
ale Female
41
to know about the promotional offer at Big Bazaar through print ads. 23%
of the respondents were introduced to the offers at the store and followed
by 18% by word of month.
On the basis of age most of the respondents in all age groups got to know
about the promotional offers through print ads, 38.5% of the respondents
between the age group of 30-40 were introduced to the offers at the
store.
There was not much difference on the basis of gender.
Hence it can be inferred that print ads is the most successful medium of
advertising offers and discounts for big bazaar, at the store displays also
play an important role.
12. Awareness Of Promotional Offers
90
80
70
60
50
40
30
20
10
0
<20 20-30 30-40 40<
42
Total No. Of Res. 100 22 45 26 7 68 32
Total % Of Res. 100 100 100 100 100 100 100
Res - Respondents
MEAN RANK
Price 3.77 1
Quality 3.61 4
Variety 3.77 1
Branded Products 3.23 8
Location 3.69 3
Store Layout 3.61 4
Exchange Facility 3.37 7
Staff Knowledge 3.22 9
43
Employee Behaviour 3.4 6
Total No. Of Res, 100
Res - Respondents
Analyses and Inference:
People’s perceptions and expectation from different products vary, and
they are satisfied only if they get what they want.
The above table indicated the perception of the respondents at Big Bazaar
about various factors. Accordingly the respondents are highly satisfied
with the price, variety, location and quality. Whereas they are not content
with the staff knowledge, branded products, exchange facilities and
employee behaviour.
It is inferred that the respondents are satisfied with most of the factors at
Big Bazaar (since the means don't show high difference), with price,
variety and location being the most satisfactory.
14. CUSTOMER PERCEPTION Chart
3.8
3.7
3.6
3.5
3.4
3.3
3.2
3.1
2.9
44
4.14.1 CUSTOMER PERCEPTION (AGE):
45
14.1 CUSTOMER PERCEPTION (AGE) Chart:
0
Staff Knowledge
Behaviour
Price
Location
Exchange
Employee
Quality
Products
Store Layout
Variety
Branded
Facility
46
Location 3.69 1 3.69 3
Store Layout 3.65 4 3.53 5
Exchange Facility 3.26 8 3.59 4
Staff Knowledge 3.22 9 3.22 8
Employee Behaviour 3.34 6 3.53 5
Total No. Of Res. 68 32
Res - Respondents, M - mean, R - rank
Analyses and Inference:
The above table shows the analyses of customer perception on various
factors at Big Bazaar on the basis of gender.
It is seen that the males are most satisfied with the variety, location,
quality and price (in that order) as compared to the females who are
highly satisfied with the price, variety, location and exchange facilities.
It is inferred that price, variety and location are the most satisfactory
factors in both the genders.
14.2 Customer Perception Gender Chart:
4.5
3.5
2.5
1.5
0.5
0
Price Variety Location Exchange Employee
Facility Behaviour
Male Female
47
4.15 AGE:
AGE NO. OF RESPONDENTS % OF RESPONDENTS
BELOW 20 22 22
20-30 45 45
30-40 26 26
40 AND ABOVE 7 7
TOTAL 100 100
The above table analyses the age of the respondents at big bazaar. 45%
of the respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-
40yrs bracket, 22% are teenagers, and 7% of the respondents are 40yrs
and above. It is inferred that the respondents are not evenly distributed
on the basis of age and a high percentage of the respondents are in the
20yr-30yrs age group.
15. Chart for AGE
45
40
35
30
25
20
15
10
0
BELOW 20 20-30 30-40 40 AND ABOVE
48
4.16. GENDER:
NO. OF RESPONDENTS % OF
RESPONDENTS
GENDER
MALE 68 68
FEMALE 32 32
MARRIED 42 42
SINGLE 58 58
TOTAL 100 100
49
It is seen that 42% of the respondents are marries and 58% are single.
It is inferred that the survey group was evenly distributed on the bases of
marital status.
17. Marital Status
42%
58%
MARRIED SINGLE
< 10000 9 9
10001-20000 18 18
20001-30000 28 28
30001 < 45 45
TOTAL 100 100
Analyses and Inference:
The above table analyses the monthly family income of the respondents
at big bazaar.
45% of the respondents have a monthly family income of Rs. 30000 and
above, 28% fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000,
and 9% of the respondents below Rs. 10000.
It is inferred that the respondents are not evenly distributed on the basis
of monthly family income and a high percentage of the respondents have
50
a family income of 30000 and above.
20%
49%
31%
51
and availability of branded products; and highly dissatisfied with staff
knowledge and employee behaviour. Today the consumer looks beyond
price as it can be seen that price is rated 4, other factors such as quality,
employee knowledge and behaviour, variety have become more
important. Big Bazaar is successful in satisfying its customers with low
prices, good location and variety of products but the quality & employee
knowledge and behaviour are not very satisfactory.
10
0
Staff Knowledge
Behaviour
Price
Location
Exchange
Employee
Store Layout
Quality
Products
Variety
Branded
Facility
1. Most of the respondents visit big bazaar at least once a month, with
Middle- aged men being the main visitors.
2. Weekends are preferred over weekdays, with middle aged men
being most comfortable wit this time.
3. Most of the respondents prefer to shop in the evening, with young
males preferring this time over the others.
4. A high percentage of respondents prefer to shop with friends
followed by spouse in most of the cases. It was also seen that age
plays an important role in deciding the company for shopping.
5. Print ads are the most successful medium through which people
52
were aware of Big Bazaar, and females below 40 years are most
influenced by it.
6. Respondents have a positive image about Big Bazaar. Most of them
are satisfied with the price, variety and promotional offers, a few
were not happy with the long queues at the billing section.
7. The products at Big Bazaar are doing well and a high percentage of
the customers are satisfied with them, females above the age of 40
years are the most satisfied customers.
8. Most of the customers are satisfied by the product availability, with
males between the age of 20-30 and above 40 being the most
satisfied respondents.
9. The signage at big bazaar is helpful to most of the customers and
the satisfaction level is highest in old age groups and males.
10. The respondents are most satisfied with the price of provisions and
least satisfied with the price of apparel. Over all the prices are
satisfactory.
11. Print ads is the most successful medium of advertising offers and
discounts for big bazaar, at the store displays also play an important
role.
12. The promotional offers at Big Bazaar are doing well, the
teenagers and old people take full advantage of these offers and
the males are more attracted to the offers.
13. High percentages of the respondents are in the 20yrs-30yrs
age group.
14. On The bases of gender there were more males as compared
to females.
15. The survey group was evenly distributed on the bases of
marital status.
16. Majority of the respondents have a monthly family income of
above 30000, which means that upper middle class is also targeted.
Suggestions:
53
apparel section, as it is comparatively less satisfactory with. The provision
section is already doing well and gaining customers through word of
mouth publicity; hence during promotions the apparel section could be
more highlighted. Branded and designer labels could also be introduced.
In general Big Bazaar is positioned as a low priced and good quality store.
But it is only the low price which has clicked with the customers i.e. the
consumer regards Big Bazaar as a store for reasonable price and not good
quality; hence efforts must be made to improve the perception of the
consumers regarding the quality of the products.
During the peak hours (weekends & evenings) the customers face
problems due to less billing counters and less number of employees to
attend to them, hence increase in the number of billing counters and sales
person during peak hours is recommended.
In general the store layout is satisfactory, but in certain places it is
congested and the products are not placed properly due to this a few
products go unnoticed, hence a more spacious an well planned store
layout is recommended.
Most of the customers are introduced to the discounts only after they visit
the store, hence during advertisements the discounts should be
highlighted and efforts must be made to make them known to the
prospective buyers.
The employees have an upper hand in what the customers buy and what
they perceive about the store. It was seen that a high percentage of the
respondents are not satisfied with the employee knowledge and their
behaviour. Employees should be trained well and they should have
complete knowledge about the products and the promotional offers
running in the store. This could be done by introducing communication
workshops; awards such as employee of the year could also be
introduced. The employees should be more patient, helpful and customer
54
friendly.
55
CONCLUSION
The purchasing power of the consumer has also increased; giving rise to
his wants and needs. It is over here that big retail chains such as Big
Bazaar come into picture satisfying various consumer needs under one
roof.
The customers are highly satisfied with the variety and of products, but at
the same time they are not very happy with the quality and availability of
branded products.
Big Bazaar has definitely succeeded in keeping up its image of a value for
money store, as its price has been rated positively.
The promotions are not hitting the target. Although Big Bazaar has been
promoting their offers, most of the customers are introduced to these only
at the store.
56
BIBLIOGRAPHY
Marketing Management
- Philip Kotler
Consumer Behaviour
- Leon G. C. Schiffman
- Leslie Lazar Kanuk
WEBSITES
www.pantaloon.com
www.google.com
www.altavista.com
NEWSPAPER
Times of India
Business Times- The Strategist
MAGAZINES
Business Today
57
QUESTIONNAIRE
Dear Customer,
We would be obliged if you could fill the following details to
the best of your knowledge.
5 How did you come to know about BIG BAZAAR: ( ) print ads, ( )
hoarding,( ) word of mouth, others_________________________
PRICE
QUALITY
VARIETY
BRANDED PRODUCTS
LOCTION
STORE LAYOUT
58
EXCHANGE FACILITY
STAFF KNOWLEDGE
EMPLOYEE BEHAVIOUR
PROVISIONS
12. How did you come t know about the promotional offers at BIG
BAZAAR:
( ) print ads, at the store, word of mouth, others:_________________
PRICE
59
QUALITY
VARIETY
BRANDED PRODUCTS
LOCTION
STORE
LAYOUT
EXCHANGE FACILITY
STAFF KNOWLEDGE
EMPLOYEE BEHAVIOUR
Problems/suggestions:_
15. Name: _____________________________
16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above.
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