Hypermarket A Comparative Study of Big Bazaar and D-Mart Dissertation Submitted to the Padmashree Dr. D.Y.

. Patil University In partial fulfillment of the requirements for the award of the Degree of MASTERS IN BUSINESS ADMINISTRATION Submitted by: Rajkumar Salikram (RETAIL MANAGEMENT) (Roll No.0701022)

Research Guide: Prof. Gagandeep Nagra Department of Business Management Padmashree Dr. D.Y. Patil University CBD Belapur, Navi Mumbai MARCH 2009

HYPERMARKET A COMPARATIVE STUDY ON BIG BAZAAR AND D-MART

DECLARATION

hereby

declare

that

the

dissertation

Hypermarket

A Comparative Study On Big Bazaar And D-Mart submitted for the MBA Degree at Padmashree Dr. D.Y.Patil Universitys Department of Business Management is my original work and the dissertation has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles.

Place: Mumbai Date:

Signature of the Student (Rajkumar Salikram)

CERTIFICATE

This is to certify that the dissertation entitled

Hypermarket

A Comparative Study On Big Bazaar And D-Mart is the bonafide research work carried out by Mr. Rajkumar Salikram student of MBARetail, at Padmashree Dr. D.Y. Patil Universitys Department of Business Management during the year 2007 -2009, in partial fulfillment of requirements for the award of the Degree of Master in Business Management and that the dissertation has not formed the basis for the award previously of any degree, diploma, associate ship, fellowship or any other similar.

(Prof. Gagandeep Nagra)

Dr. R. Gopal, Director, Department of Business Management, Padmashree Dr. D.Y. Patil University

Place: Mumbai

ACKNOWLEDGEMENT

Every piece of work, or art, executed by a worker, after its completion, leaves in its wake an indelible mark upon him. The color and shape of that mark is usually a pleasant one, but the degree of pleasantness is greatly augmented if the work surfaces in the right place. Towards my efforts for this project, I required a direction to that place. This direction has been provided by many people, all of whom I would like to thank. Firstly I would particularly thank Prof. Gagandeep Nagra for her guidance and suggestions, without which the project wouldnt have shaped up the way it is. I would also thank her for the time that she has spent with me on this project out of their busy schedule. The project proved to be a constant challenge for me and helped me in understanding the differences between Big Bazaar and D-Mart. Place: Mumbai Date: Signature of the Student

(Rajkumar Salikram)

PREFACE

While searching for a suitable topic for the MBA Dissertation, I happened to meet a person from retail industry, who suggested to me the topic on the Hypermarket Comparative study on Big Bazaar and D-Mart in terms of Visual merchandising, sales and training, and consumer buying behavior. During the course of the discussion, it transpired that the problems that this sector faces are with respect to challenges and Market competition in retail industry. The topics having aroused my curiosity, discussions were held with several Shop Floor Managers in the Hypermarket to understand the veracity of the above thought process and also understand the real issues plaguing the industry. All these aspects then resulted in the development of the project report titled Hypermarket Comparative study on Big Bazaar and D-Mart. It is strongly hoped that this project covers not only the various requirements of the Project Study but also of the Industry.

[Signature of the Student]

INDEX
CHAPTER NO. TOPIC Objectives of the Project Research Methodology Definition of Problem Limitations of the Project 1 2 2.1 3 3.1 4 4.1 4.2 4.3 4.4 5 5.1 5.2 6 6.1 6.2 6.3 6.4 7 7.1 8 Executive Summary Introduction To Retail Indian Retail Sector on the Fast Track Introduction to Retail Industry GRDI Index The Indian Retail Revolution Traditional and Modern Retailing: The India Story Indian retail sector on the Fast Track Growth Across Segments Organised Retail in India Introduction to Visual Merchandising Importance of Visual Merchandising Status of Visual Merchandising in India Introduction to Understand Consumer Behavior Basic model of consumer decision making Importance of Consumer Behaviour Consumer behaviour is dynamic Black box model Importance of Sales and Technique Techniques of Sales Promotions Introduction to Hypermarket 1 3 4 7 8 11 12 13 15 17 19 22 24 27 29 33 34 36 39 41 49 PAGE NO.

9 9.1 9.2 9.3 9.4 9.5

9.6 9.7 9.8 10 10.1 10.2 10.3 10.4 10.5

Introduction To Big Bazaar History Categories of Products Promotion Study parameters Findings Visual Merchandising Sales & Techniques Consumer Behaviour What Consumers Love About the Store My View SWOT Analysis Introduction To D-Mart History Categories of Products Promotion Study parameters Findings Visual Merchandising Sales & Techniques Consumer Behaviour What Consumers Love About the Store My View SWOT Analysis Big Bazaar Customer Feedback D-Mart Customer Feedback Conclusion Recommendations and Suggestions Literature Review Reference Section Bibliography Annexure

53 56 58 61 63 65 74 80 88 89 90

10.6 10.7 10.8 11 12 13 14 15 16 16.1 16.2

92 94 98 99 101 102 109 110 118 119 121 123 129 135 136 141 148 150

Research Objective:
1. The main objective of the study is to identify the difference between Big Bazaar and D-Mart in terms of Visual

merchandising, Consumer Buying Behavior and Sales and techniques. 2. To study importance of Visual merchandising in Big Bazaar and D-Mart. 3. To study Consumer buying pattern during in shopping mall. 4. To study various Sales and techniques used by Big Bazaar and D-Mart 5. To offer suggestion for improving Visual Merchandising, consumer buying behavior and sales and techniques with respect to changing business environment.

Research Methodology:
1. Primary research
Primary data was collected by survey and questionnaire method. Primary data was collected by visiting Big Bazaar, Vashi and D-Mart, Nerul in Navi Mumbai.

2. Secondary research The research done on the desktop research by visiting various websites and referring some of the books for understanding various concepts in Retail, basic understanding of Big Bazaar and D-Mart profile which are also important for project.

Secondary Research includes, 1. Websites 2. Books 3. Magazines

II

SAMPLE SIZE
The research methodology adopted would be exploratory survey with the help of structured questionnaire. The sample size that has been taken for this survey is 30 for Big Bazaar and 30 for D-Mart also.

III

DEFINITION OF PROBLEM
1. Visual Merchandising:
visual merchandising is the selling of a store's

goods through visual means, incorporating advertising, and window displays, and interior sales floor design and display. It is not just about window displays it covers Store design, planning, store and department, identification, traffic control, store layout, space-sales analysis, fix-turing, window display, interior display, and display research.

2. Consumer Buying Behavior: Consumer behavior is the study of how people

buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, anthropology and economics. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

3. Sales and Techniques: These are the techniques which are used by the
companies to attract the customers inside the store for the purpose of selling of goods to the end consumers.

IV

Limitation of Study
A. Data availability on Time B. Limited Data available due to Confidentiality C. Responses of Managers D. Sample size chosen is 30 which may or may not represent the required actual scenario. E. Research has been conducted only in 1 outlet of Big Bazaar and D-Mart.