A STUDY ON CUSTOMER SATISFACTION IN BIG BAZAAR

A PROJECT REPORT Submitted to the SCHOOL OF MANAGEMENT

In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINSTRATION

By SHANMUGA SUNDARAM.R(35080554)

Under the guidance of Mr. Vinoth Asst.professor

SRM SCHOOL OF MANAGEMENT SRM UNIVERSITY KATTANKULATHUR 603 203

MAY2010

BONAFIDE CERTIFICATE

Certified that this project report titled A study on customer satisfaction in big bazaar is the bonafide work of Mr.shanmuga sundaram.r. who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the supervisor

Signature of the HOD

Signature of the internal

Signature of the external

ACKNOWLEDGEMENT
who are directly or indirectly involved in the completion of this project. First of all let me take this opportunity to sincerely thank DR. (Mrs.) JAYSHREE, Dean, SRM School of Management, for having providing me with this golden opportunity to have an industry interface and do my project at PSB securities Pvt. Ltd.

I express my sincere gratitude to Mr.vinoth , Assistant professor my faculty guide, whose able guidance and help played a key role towards the completion of the project. I earnestly thank The Almighty who made all help available at appropriate time to me. I thank him from the depth of my heart for bring with me throughout the project.

Finally I would like to thank the respondents who spend their valuable time with me in giving inputs to this project and all others who are directly or indirectly involved in the completion of this project.

(Shanmuga sundaram.R)

TABLE OF CONTENTS
CHAPTER NO CONTENT CHAPTER 1 1.1 Introduction Statement of problem Objective of study Scope of study Limitation CHAPTER 2 Review of literature Company profile Product profile CHAPTER 3 3 Research methodology Research design Sources of data Data collection method Tool of the study CHAPTER 4 Data analysis and interpretation CHAPTER 5 6 Results and discussion79 CHAPTER 6 7 Suggestions CHAPTER 7 8 Conclusion 89 88 1 1 2 2 2 PAGE NO

2.1

4 8 12

13 14 15 15 16

LIST OF TABLES

S.no

Name Age of respondents

Pg.no 16

4.1.1 17 Mother tongue of respondents 4.1.2 19 Area of respondents 4.1.3 21 Occupation of respondents 4.1.4 4.1.5 Family size of respondents 24 Monthly income of respondents 4.1.6 4.1.7 Monthly expenditure of respondents 4.1.8 Period preferred by respondents for shopping 4.1.9 Weekend activity of respondents 4.1.10 Major purchase of the respondents 4.1.11 Purchase decision of the respondents 4.1.12 Products desired by the respondents 4.1.13 Selection Criteria of respondents 34 Apparel shops preferred by Respondents 4.1.14 36 Reason foe selecting apparel shop 4.1.15 38 Plastics shop preferred by customer 4.1.16 33 32 31 29 28 27 25 23

40 Reason for selecting a shop for purchasing plastic items 4.1.17 41 Furniture shop preferred be respondents 4.1.18 42 4.1.19 Reason for selecting for selecting a shop for purchasing furniture 44 Electronics shop preferred by responds 4.1.20 4.1.21 Reason for selecting a shop for purchasing electronics 4.1.22 Crockery for preferred by respondents 4.1.23 Reason for selecting a shop for purchasing crockery items 4.1.24 4.1.25 4.1..26 Tv channel watched frequently by the respondents 55 Radio channel frequently by respondents 4.1.27 56 Newspaper frequently reaqd by respondents 4.1.28 4.1.29 Magazines frequently read by respondents 4.1.30 Awareness among the respondents about big bazaar 61 4.1.31 No of times-respondents visting big bazaar 62 Time taken for respondents to reach big bazaar 4.1.32 64 4.1.33 Satiafaction level of respondents about customer service at big 60 58 Grocery shop preferred by respondents Reason for selecting a shop for purchasing crockery items 50 51 52 49 48 46

bazaar 4.1.34 Respondents opinion door delivery 66 68 4.1.35 Respondents overall satiafaction about big bazaar

LIST OF CHARTS/FIGURES

S.no

Name Age of respondents

Pg.no 17

4.1.1 18 Mother tongue of respondents 4.1.2 20 Area of respondents 4.1.3 22 Occupation of respondents 4.1.4 23 Family size of respondents 4.1.5 4.1.6 Monthly income of respondents 4.1.7 Monthly expenditure of respondents 4.1.8 Period preferred by respondents for shopping 4.1.9 Weekend activity of respondents 4.1.10 Major purchase of the respondents 4.1.11 Purchase decision of the respondents 4.1.12 Products desired by the respondents 4.1.13 Selection Criteria of respondents 35 Apparel shops preferred by Respondents 4.1.14 37 Reason foe selecting apparel shop 4.1.15 39 Plastics shop preferred by customer 4.1.16 34 32 31 30 29 27 26 24

40 Reason for selecting a shop for purchasing plastic items 4.1.17 42 Furniture shop preferred be respondents 4.1.18 43 4.1.19 4.1.20 4.1.21 Reason for selecting a shop for purchasing electronics 4.1.22 Crockery for preferred by respondents 4.1.23 Reason for selecting a shop for purchasing crockery items 4.1.24 4.1.25 4.1..26 Tv channel watched frequently by the respondents 56 Radio channel frequently by respondents 4.1.27 57 Newspaper frequently reaqd by respondents 4.1.28 4.1.29 Magazines frequently read by respondents 4.1.30 Awareness among the respondents about big bazaar 62 4.1.31 No of times-respondents visting big bazaar 63 Time taken for respondents to reach big bazaar 4.1.32 64 4.1.33 Satiafaction level of respondents about customer service at big bazaar 60 59 Grocery shop preferred by respondents Reason for selecting a shop for purchasing crockery items 51 52 54 50 48 Reason for selecting for selecting a shop for purchasing furniture 45 Electronics shop preferred by responds 47

Respondents opinion door delivery 4.1.34

67

69 4.1.35 Respondents overall satiafaction about big bazaar

INTRODUCTION

If you dont know who your shoppers are, how can you give them what they want? If you dont know where they come from, how can you communicate with them? Finding answers to these questions is vital but catchment analysis can be a timeconsuming process. Many centre managers have found that the cost-effective analysis performed gives unrivalled return on their investment. The benefits of catchment Analysis include the power to target promotions and advertise more effectively, and an enhanced understanding of which retailers you need to attract to your centre. At the heart of catchment reports is actual shopper behavior. It combines geography with demographics and lifestyle information places where people live with their underlying characteristics and behavior to create a tool for understanding the different types of people in different areas throughout the country. Researchers also uses postcodes collected from shoppers and other town centre users to identify catchment areas. The resulting data is analyzed to

identify differences between centre and in-town shoppers, weekend and weekday shoppers, and seasonal influences. Customer penetration of the catchment area is calculated and the proportions of residents, non-resident workers, students and visitors are identified. (Source: Adrian Swift, Principal Planner, Darwen Borough Council).

1.2 STATEMENT OF THE PROBLEM: A STUDY ON CUSTOMER SATISFACTION IN BIG BAZAAR is the title of the study. In this the researcher attempts to analyze the geographic, demographic and economic features of the respondents in the catchment area. 1.3 OBJECTIVES OF THE STUDY:
o o

To identify the buyer behavior of the customers. To understand the Geographic, demographic and Economic factors of the customers

o o o

To identify the target customers for the store. To analyze the purchase pattern of the customers. To suggest the exact media for advertisement to attract the target customers.

1.4 SCOPE OF THE STUDY: The study made by the researcher helps to provide information relating to the geographic, demographic and economic features of the respondents in and around Royapuram area. The findings and suggestions given by the researcher

at the end of the study will be helpful for the organization in making market planning and so enrich the sales of the Royapuram Big Bazaar.

1.5 LIMITATIONS:
o

The study is conducted in and around Royapuram area only. Hence the results may not be applicable to other geographical areas.

o o

The time period is very short. The size of the sample is low when compared to the total population.

The study was limited to extend of abilities and willingness of the respondents to answer appropriately to the questions.

1.6

CHAPTER

SCHEME

Chapter I It deals with Introduction, Objectives of the study, scope of study, and limitation of study. Chapter II

It deals with Concept of the study, Review of literature, Company Profile. Chapter III It includes Research Design, Sampling Design, Data Collection and Tools. Chapter IV It includes Data analysis through interpretation of various tables and charts. Chapter V It deals with Findings, Suggestions and Conclusion.

CHAPTER-2
CONCEPTS AND REVIEW

2.1 REVIEW OF LITERATURE

Catchment Analysis Catchment analysis describes a process for analyzing information about buyers living in a particular locations main catchment area and relating this to the area profile data for that area. The purpose of this analysis is to assess the degree of success, or not, which a location has had in penetrating the attendance or visitor potential of its catchment area as a whole and of each postal sector within it. Purposes of catchment area analysis: The essential purposes of catchment area analysis are to help

guide a location in the selection of particular postal sectors on which to focus

Special marketing activity evaluate, subsequently, the impact made by this special marketing activity

The analysis can be of particular value in identifying sectors where actual sales or Visitor penetration is low but where potential is shown to be high. An assessment Should then be made of the factors that might be causing this. These factors might be:

Drive-time distance from the store Poor access by public transport, A low level of travel into the city /town for shopping, work or leisureanother City/town being preferred

Competition from other stores which have greater appeal or are more accessible

The characteristics of the population for example age, social grade, higher Educational qualifications

Relatively low levels of family income Limited potential for frequent purchasing because of a lack of appropriate stores for purchasing

How to carry out the analysis a) Define the catchment area for the venue The catchment area would be that to which the stores marketing activity is mainly directed. This area would probably have more than 80% of identified customers. The Percentage would be unlikely to reach much more than 90% because the full Population will include people whose usual address will be Outside the catchment area. They will be students, friends and relatives visiting residents of the area and business visitors. The method for defining the catchment area for a venue has three stages:

Obtain a standard area profile report, which includes all postal sectors

Within a 30-minute drive-time Analyze sales data to identify other postal sectors with a significant number of customers

Identify other postal sectors to be included in the catchment area.

b) Obtain a profile report for the defined catchment area This report will give a similar type of information to that in the drive-time area profile report. The percentage figure for each data item in the catchment area report is accompanied by an index figure which compares the postal sector percentage for that item with the corresponding percentage level for the item in the Defined Area Overview Report on the catchment area. For the stores customer percentages these are the market potential indices which identify the sectors with a high (or average, or low) percentage of potential customers. The indices for each of the other data items in the report (for example social grade) will indicate the probable reasons for the variations between sectors in levels of potential. c) List the postal sectors in the catchment area Show the number of customers in each postal sector and alongside this show the number of potential customers in that sector. This may either be done in house or, for a fee, by one of the regional marketing/ development agencies.

d) Create a set of sales penetration indices An assessment can then be made of the extent to which the store has succeeded, or not, in attracting the potential customers living in each postal sector or in the catchment area as a whole.

There are two ways in which this can be done: i) Relating numbers of buyers to potential customers

The number of buyers in each postal sector would be related to the number of potential customers in that sector to show the number of buyers per 100 potential customers. ii) Relating percentages of ticket buyers to potential attenders The other way of assessing the degree of sales penetration is first to calculate for each postal sector its percentage share of:

the total number of buyers in the defined catchment area the total number of potential customers in the defined catchment area

The sales penetration index for each postal sector is calculated by dividing that sectors percentage share of all buyers in the catchment area by the overall percentage of potential customers for the area. e) Relate the market potential indices to the sales penetration indices This will show: Sectors of high market potential and high sales penetration Sectors of high market potential but with only average or below average sales penetration Sectors of average potential but below average sales penetration Sectors with low potential and low sales penetration The indices for the other data items in the catchment area report should help identify the demographic and other factors which are likely to have influenced the variations between sectors in the numbers of potential customers and in the

levels of sales penetration. The indices for the readership of particular categories of newspapers could also be used to indicate the possible response to different types of work. For example higher than average levels of readership for The Guardian/The Observer/The Independent/The Independent on Sunday might imply good potential for new and challenging work. On the other hand higher than average levels of readership of the

The Daily Telegraph/The Sunday Telegraph might imply good potential for more traditional work.

How to use the analysis In the light of the process and analysis described above and, where possible, some form of market research, action may be considered for attracting more people from particular postal sectors. Although in some cases it may be unlikely that any significant improvement can be made within the resources available or without access to special additional funds for customer development etc. It is important to recognize that the numbers of potential arts customers in each Postal sector should not be regarded as absolute targets that a local store should expect to achieve. The numbers and percentages are intended to reflect the propensity to attend particular type of performance or to visit store. They represent the number of adults who might possibly be interested in visiting a retail store.- but not necessarily within the defined area. Their purpose essentially is to show the differences between sectors in levels of potential

customers.

2.2COMPANY PROFILE BIG BAZAAR Is see sasta aur achha kahin nahi

ABOUT BIG BAZAAR Rewrite Rules. Retain Values. Big Bazaar is a chain of department stores in India, founded in 2001 and is currently with 92 stores. It is owned by the Pantaloon Retail India Ltd, Future Group. Kishore biyani is the owner of future group. It works on the same economy model as Wal-Mart and has considerable success in many Indian cities and small towns. Group Vision:

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

Group Mission:

We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.

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

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

BIG BAZAAR-ROYAPURAM BRANCH The Big Bazaar, Royapuram branch consists of 200 employees. It has 19 departments. The functional areas in Big Bazaar are Human resource, marketing, IT, admin, commercial, tailoring and logistics.

The departments are given below.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Medicine bazaar NBD Mobile bazaar Mens wear Womens wear Kids wear Foot wear Luggage Electronics bazaar Furniture

11. 12. 13. 14. 15. 16. 17. 18. 19.

Home linen& Home dcor Depot Crockery Utensils Future money Plastics Toys Food Bazaar Customer service desk

The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. It is the biggest and the fastest growing chain of department store and aims to have 150 by June 2009 and 350 stores by the end of year 2010. Currently Big Bazaar stores are located only in India. Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian consumers.

At Big Bazaar, we can get the best products at the best prices - thats what they guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you.

Many Big Bazaar stores have a grocery department and vegetable section called the Food Bazaar. Big Bazaar stores in Metros have a gaming area and kids' play area for entertainment. These have proven to be very popular as a hang-out area for people of all age groups.

AWARDS AND RECOGNITION

Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar Most Admired Food & Grocery Retailer of the Year Hypermarkets: Big Bazaar Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar

The Reid & Taylor Awards For Retail Excellence 2008

Retail Leadership Award: Kishore Biyani

Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office

Improvements: Home

2.3. PRODUCT PROFILE The product profile of Big Bazaar is as follows. They are dealing with various types of products and so they had divided them into various departments for the customers convenience. The departments are

FOOD BAZAAR HOME CARE PRODUCTS HEAD TO TOE FIT & HEALTHY BOOKS & STATIONARIES APPARELS & GARMENTS MEN & WOMEN ACCESSORIES KIDS ACCESSORIES CROCKERY & PLASTIC ITEMS UTENSILS HOME DECORS HOME LINEN GIFTS BAGS & TRALLIES FURNITURES

ELECTRONIC GOODS FOOT WEARS

CHAPTER-3
RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN A research design is purely and simply the frame work or plan for a study that guides in the collection and analysis of the data. There are three types of research designs, they are Exploratory research design Descriptive research design

Casual or Experimental research design Since this study attempts to describe the demographic, economic & psychographic features of the respondents, it is a descriptive research.

Descriptive research design Descriptive research is one that concerned with describing the characteristics of a particular individual, or of a group. The descriptive study is typically concerned with determining frequency with which something occurs or how two variables vary together. Here the problems are defined and the solutions are provided.

Sample Size of the study The sample unit selected for this study is retail outlets. The sample size for the study is 500.

Sampling Technique For the present study the researcher used the Disproportionate stratified random sampling technique.

3.2 SOURCES OF DATA There are two types of data namely primary data and secondary data.

Primary Data Primary data refers to those data that are collected newly and they are not used earlier. The researcher has to gather the primary data freshly for the specific study undertaken by him. The primary data can be collected by three methods namely observation method, experimentation method and survey method. Survey research is the systematic gathering of data from respondents through questionnaires. Secondary Data The secondary data refers to those data which were gathered for some other purpose and are already available in the firms internal records and commercial, trade or government publications.

3.3 DATA COLLECTION METHOD The primary data required for this study is collected through schedules. The schedule method is also like the collection of data through questionnaire, with little difference which lies in the fact that questions are being filled in by the enumerators according to the replies of the respondents for the questions.

3.4 TOOLS OF THE STUDY The researcher have used various tools for analyzing the data collected 1. Simple percentage analysis. 2. Chi-square test.

3. one way-ANOVA. 4. Discriminant Analysis.

CHAPTER 4

4.1 DA ATA ANL LYSIS AN ND INTER RPRETA ATION TABL LE 4.1.1 AGE OF O THE RESPON NDENTS Age <25 25-30 30-40 35-50 >50 uency Frequ 102 178 105 72 43 cent Perc 20.4 4 35.6 6 21.0 0 14.4 4 8.6

RT 4.1.1 CHAR AGE OF O THE RESPON NDENTS

180 160 140 120 100 80 60 40 20 0 <25 2530 3040 0 3550 >50 Frequen ncy Percent t

INFERENCE: The age of 35.6% of the respondents belong to the age between 25-30 years, 21% is between 30-40, 20.4% is below 25, 14.4% is between 35-50 and 8% is above 50.Majority of the respondents belong to the age group 25-30.

TABLE 4.1.2 TABLE SHOWING MOTHER TONGUE OF THE RESPONDENTS Mother Tongue Tamil Hindi Urdu Telugu Malayalam Frequency 275 72 129 14 10 Percent 55.0 14.4 25.8 2.8 2.0

CHART 4.1.2 CHART SHOWING MOTHER TONGUE OF THE RESPONDENTS

300 250 200 150 100 50 0 Tamil Hindi Urdu Telugu Malayalam M Frequ uency Perce ent

INFER RENCE: Th he mother tongue of o 55% of f the resp pondents is i Tamil, 25.8% is s Urdu, 14.4% % is Hindi, , 2.8% is Telugu an nd 2% is Malayalam. The M Mother ton ngue of majori ity of the pondents resp is s Tamil. T

LE 4.1.3 TABL TABL LE SHOW WING AR REA OF THE T RESPONDEN NTS Area a Roya apuram Was shermanpe et Old Washerm manpet Man nnadi Thiru uvetriyoor r Frequen ncy 95 66 62 51 46 Percent t 19.0 13.2 12.4 10.2 9.2

Mint Thondiarpet Ennore Korukkupet Sowkarpet Manali

58 31 14 19 46 12

11.6 6.2 2.8 3.8 9.2 2.4

CHART 4.1.3 CHART SHOWING AREA OF THE RESPONDENTS

100 90 80 70 60 50 40 30 20 10 0

Frequen ncy Percent t

INFER RENCE: 19% of th he respond dents are from Roy yapuram area, 13.2 2% are w npet, 12.4 4% are fro om old wa ashermanp pet, 11.6% % are from m mint, from washerman 10.2% % from ma annadi, 9.2 2% from Thiruvetr riyoor, 9.2 2% from s sowkarpet t, 6.2% from Thondiarp T pet, 3.8% from koru ukkupet, 2.8% from m Ennore and 2.4% % from manali i. Major rity of the res spondents are fr rom Roy yapuram area.

LE 4.1.4 TABL LE SHOW WING OC CCUPATI ION OF THE RES SPONDEN NTS TABL pation Occup Gove ernment Em mployee Privat te Employ yee Self Business B House Wife Stude ent Frequency y 37 182 146 81 54 Percent 7.4 36.4 4 29.2 2 16.2 2 10.8 8

RT 4.1.4 CHAR CHAR RT SHOW WING OC CCUPATION OF THE T RES SPONDE ENTS

200 180 160 140 120 100 80 60 40 20 0 Governmen nt Employee e Private e Employe ee SelfBusiness HouseWife Student Frequen ncy Percent t

INFERENCE: 36.4% of the respondents are private employees, 29.2% are doing self business, 16.2% are house wives, 10.8% are students and 7.4% are Government employees. Majority of the respondents are private employees.

TABLE 4.1.5 TABLE SHOWING FAMILY SIZE OF RESPONDENTS Family Size 2 3 4 >4 Frequency 22 67 205 206 Percent 4.4 13.4 41.0 41.2

RT 4.1.5 CHAR RT SHOW WING FA AMILY SI IZE OF THE RES SPONDEN NTS CHAR

250

200

150 Freque ency 100 Percent

50

0 2 3 4 >4 4

INFER RENCE: 41.2% of the respond dents fam mily size is s above 4, , 41% of the respon ndents y size is 4, 4 13.4% of the respondents famil size is 3 a and 4.4% of the family respon ndents fam mily size is 2.Majo ority of the e respond dents family size is s above 4.

TABLE 4.1.6 TABLE SHOWING MONTHLY INCOME OF THE RESPONDENTS Monthly Income <5,000 5,000-10,000 10,000-20,000 >20,000 Frequency 2 96 194 208 Percent 0.4 19.2 38.8 41.6

CHART 4.1.6 CHART SHOWING MONTHLY INCOME OF THE RESPONDENTS

250

200

150 Frequen ncy 100 Percent t

50

0 <5,000 0 5,000 010,000 1 10,000 20,000 0 >20,00 00

INFEREN NCE: 41.6% of the respon ndents monthly m inc come is ab bove 20,000, 38.8% % of the nts month hly incom me is betw ween 10,0 000-20,000 0, 19.2% of the responden responden nts mon nthly inco ome is 5,000-10, ,000 and d 0.4% of o the responden nts month hly income e is below w 5,000.Majority of the respon ndents monthly i income is s above 20,000. 2

TABLE 4.1.7 TABL LE SHO OWING MONT THLY EXPENDITURE OF THE

RESPONDENT TS Monthly y Expendi iture <3,000 3,000-5,000 5.000-8,000 8,000-10 0,000 quency Freq 15 131 188 89 Percent 3.0 26.2 37.6 17.8

10,000-15,000 15,000-2 20,000 >20,000 0

62 10 5

12.4 2.0 1.0

RT 4.1.7 CHAR CHAR RT SH HOWING MON NTHLY EXPEN NDITURE E OF THE

RESPONDENT TS

200 180 160 140 120 100 80 60 40 20 0 Frequen ncy Percent t

RENCE: INFER Th he monthly y expendi iture of 37.6% of the t respon ndents is between 5,0008,000, 26.2% is between 3,000-5,00 3 00, 17.8% % is betwee en 8,000-10,000, 12 2.4% is betwee en 10,000 0-15,000, 3% 3 is below 3000, 2% is be etween 15,000-20,000 and 1% is above 20, ,000.Majo ority of the e responde ents mon nthly shopp ping expen nditure

is

between

5,000-8,000.

TABLE 4.1.8 TABLE SHOWING PERIOD PREFERED BY RESPONDENTS FOR SHOPPING Period Prefer Week Days Week Ends Monthly Once Frequency 188 208 104 Percent 37.6 41.6 20.8

CHAR RT 4.1.8 RT SHO OWING PERIOD D PREFE ER BY RESPON NDENTS FOR CHAR SHOP PPING

250

200

150 Frequen ncy 100 Percent t

50

0 Week kDays WeekEn nds MonthlyOnce

INFER RENCE: 41.6% of the e responde ents prefer r to purchase during g week en nds, 37.6% % prefer d and 20.8% pre efer mont thly once. Majority of the res spondents s prefer week days to purcha ase during week kends.

LE 4.1.9 TABL TABL LE SHOW WING WE EEKEND D ACTIVI ITY OF THE RESPONDEN NTS Weekend d Activity Shopping g Movies Spend in n Home Work Freq quency 159 113 115 73 Percent 31.8 22.6 23.0 14.6

RT 4.1.9 CHAR CHAR RT SHOW WING WE EEKEND D ACTIVI ITY OF THE RES SPONDEN NTS

160 140 120 100 80 60 40 20 0 Shoppin ng M Movies S Spend inHome e Work k Frequen ncy Percent t

INFERENCE: 23% of the respondents spend their weekends at home with their family, 22.6% go to movies, 14.6% concentrates on their work and 8% go for outings with their family. Majority of the respondents spend their weekends at home with their family.

TABLE 4.1.10 TABLE SHOWING MAJOR PURCHASES OF THE RESPONDENTS Major Purchase Festival Season Offer Period Products Needed Frequency Percent 134 154 212 26.8 30.8 42.4

CHART 4.1.10 CHART SHOWING MAJOR PURCHASE OF THE RESPONDENTS

250

200

150 Frequen ncy 100 Percent t

50

0 FestivalSeason OfferPeriod ProductsNeeded

INFE ERENCE: : 42.4% % of the respondents s prefers to o do their r major pu urchases w when the product p is need ded for them, 30.8% % do durin ng offer period p and d 26.8% do during festival f season n. Majorit ty of the responden nts prefer r to do major m purc chases wh hen the produc ct is needed for then.

TABL LE 4.1.11 TABL LE SHOW WING PURCHASE E DECISI ION OF THE T RES SPONDEN NTS Purch hase Decis sion Famil ly Head Home e Maker Child dren Freq quency Percent P 328 143 29 6 65.6 2 28.6 5 5.8

CHAR RT 4.1.11 CHAR RT SHOW WING PU URCHASE E DECISION OF THE RES SPONDE ENTS

350 300 250 200 150 100 50 0 Family yHead HomeMa aker Children Frequen ncy Percent t

I INFEREN NCE: In 65.6% of o the res spondents families, family heads h takes the pu urchase decisio on, in 28. .6% famil lies home makers takes t the purchase decision and in 5.8% of the fam milies chi ildren tak ke the pur rchase dec cision. In majority of the respon ndents h houses, family heads takes t the e purchase decisions.

LE 4.1.12 TABL TABL LE SHOW WING PR RODUCTS S DESIRE ED BY TH HE RESP PONDEN NTS Desired d Products Branded d Branded d & Unbra anded Frequency Percent 387 113 77.4 22.6

RT 4.1.12 CHAR RT SHOW WING PR RODUCTS DESIR RED BY THE RESP PONDEN NTS CHAR

400 350 300 250 Frequen ncy 200 150 100 50 0 Branded Branded&Unbranded U Percent t

RENCE: INFER 77.4% % of the re espondent ts prefer branded b items i and d 22.6% o of the cus stomers prefer both bran nded and unbranded u d items. Majority M of f the respo ondents pr refer to purcha ase branded pro oducts.

TABL LE 4.1.13 TABL LE SHOW WING SEL LECTION N CRITE ERIA OF THE RESPONDE ENTS

Selecti ion Criteri ia Price Quality y Near to o Residence

Freq quency Percent P 50 422 28 1 10.0 8 84.4 5 5.6

RT 4.1.13 CHAR CHAR RT SHOW WING SE ELECTIO ON CRITE ERIA OF F THE RE ESPONDE ENTS

450 400 350 300 250 200 150 100 50 0 Pri ice Quality y Ne eartoResiden nce Frequen ncy Percent t

RENCE: INFER 84.4% of the e responde ents selects a shop for purcha ase based on quality y, 10% selects s based on n price and d 5.6% se elects base ed on near r to reside ence. Majo ority of the r responden nts selects a sh hop for purchas se based d on quality. q

TABLE 4.1.14 TABLE SHOWING APPAREL SHOPS PREFERED BY RESPONDENTS Apparels Shop Big Bazaar Veera's collections Arihant Madharsha Pothys Chennai Silks Saravana Stores Jeyachandran Textiles Textile India Krishna Collections Nirmala Stores Any Branded Outlets Any Shop Frequency 19 40 41 28 62 4 83 14 32 34 5 113 25 Percent 3.8 8.0 8.2 5.6 12.4 .8 16.6 2.8 6.4 6.8 1.0 22.6 5.0

CHAR RT 4.1.14 RT CHAR SHO OWING REL APPAR SH HOPS PR REFERE ED BY THE

RESPONDENT TS

120 100 80 60 40 20 0 Fr requency Pe ercent

INFER RENCE: o the resp pondents prefers any a brande ed outlets s for purc chasing 22.6% of appare els, 16.6% % prefer saravana stores, 12 2.4% prefer pothy ys, 8.2% prefers Arihan nt, 8% pre efers veera as collect tions, 6.8% % prefers krishna c collections s, 6.4% prefers s Textile india, 5.6 6% prefers madha arsha, 5% prefers a any shop, 3.8%

prefers Big Bazaar, 2.8% prefers Jeyachandran textiles,1% prefers Nirmala stores and 0.8% prefers Chennai silks. Majority of the respondents prefer any branded outlet for purchasing apparels.

TABLE 4.1.15 TABLE SHOWING REASONS FOR SELECTING APPAREL SHOP

Apparels Reason Quality Price Collections Price & Quality Near to Residence Offers

Frequency 171 40 171 107 8 3

Percent 34.2 8.0 34.2 21.4 1.6 .6

CHART 4.1.15 CHART SHOWING REASONS FOR SELECTING APPAREL SHOPS

180 160 140 120 100 80 60 40 20 0 Quality Price Collections Price& Quality Nearto esidence Re O Offers Frequen ncy Percent t

RENCE: INFER 34.2% of the e respond dents selec cts shop fo or purchas sing appar rels based on the quality y,34,2% se elects based on coll lections, 8% 8 based on price, 21.4% ba ased on price & quality y, 1.6% ba ased on near n to res sidence an nd 0.6% b based on offers. Majori ity of th he respon ndents se elects ba ased on quality a and colle ections

LE 4.1.16 TABL

TABLE SHOWING PLASTICS SHOP PREFERED BY CUSTOMERS Plastics Shop Big Bazaar Chelladurai Nadar Thoothukudi Stores Saravana Stores Rathna Stores Arihant Parrys Corner Any Shop Frequency 101 83 25 51 9 16 59 156 Percent 20.2 16.6 5.0 10.2 1.8 3.2 11.8 31.2

CHART 4.1.16 CHART SHOWING PLASTICS SHOP PREFERED BY THE

RESPONDENTS

1 160 1 140 1 120 1 100 80 60 40 20 0 Freq quency Perc cent

RENCE: INFER 31.2% of th he respondents prefer any shop s for purchasing p g plastics,20.2% prefers s Big Ba azaar, 16.6% prefe ers chelladurai Nad dar,11.8% % prefers parrys corner r, 10.2% prefers sa aravana stores, 5% % prefers Thoothuk kudi store es,3.2% prefers s Arihant and 1.8% % prefers Rathna stores. s Ma ajority of the respo ondents prefer any shop for purcha asing plas stic items.

LE 4.1.17 TABL

TABL LE SHOWING REASON R N FOR SELECT TING A SHOP FOR PURC CHASING G PLASTI IC ITEM MS Plastic Re eason Price Quality N to Residence Near R ranges Freque ency 171 99 209 21 Per rcent 34.2 19.8 41.8 4.2 2

CHAR RT 4.1.17 CHAR RT SHO OWING REASON N FOR SELECT TING A SHOP FOR PURC CHASING G PLASTI IC ITEM MS

250

200

150 Frequen ncy 100 Percent t

50

0 Price Q Quality Nearto Residence range es

INFER RENCE: 41.8% % of the re espondent ts selects shop for purchasin ng Plastic items ba ased on near to o residenc ce,34.2% selects ba ased on pr rice, 19.8% % based o on quality y, 4.2%

based on ranges. Majority of the respondents selects based on near to residence.

TABLE 4.1.18 TABLE SHOWING FURNITURE SHOP PREFERRED BY

RESPONDENTS Furniture Shop Big Bazaar Furniture Showrooms Saravana Stores Madhi Furniture Ramakrishna & sons Nithil & co Any Shop Frequency 25 76 46 35 73 51 194 Percent 5.0 15.2 9.2 7.0 14.6 10.2 38.8

CHART 4.1.18 CHART SHOWING FURNITURE SHOP PREFERED BY THE

RESPONDENTS

200 0 180 0 160 0 140 0 120 0 100 0 80 0 60 0 40 0 20 0 0

Frequen ncy Percent t

RENCE: INFER 38.8% of th he respond dents prefe fer any shop for pu urchasing f furniture, 15.2% nded show wrooms, 14.6% pr refer Ram makrishna & sons, 10.2% prefer any bran s Nithil & co, 9.2% % saravana a stores, 7% prefers s madhi fu urnitures and a 5% prefers prefers s Big Bazaar. Majo ority of the e responde ents prefe er any shop p for purc chasing furnitu ure.

LE 4.1.19 TABL

TABLE SHOWING REASON FOR SELECTING A SHOP FOR PURCHASING FURNITURE Furniture Reason Price Quality Near to Residence Price & Quality Ranges Frequency 39 293 136 13 19 Percent 7.8 58.6 27.2 2.6 3.8

CHART 4.1.19 CHART SHOWING REASON FOR SELECTING A SHOP FOR PURCHASING FURNITURE

300 250 200 150 100 50 0 Price Quality y Nearto t Residen nce Price e& Quality Ran nges Frequen ncy Percent t

INFER RENCE: 58.6% of the e responde ents select ts shop fo or purchasi ing Furnit ture based d on the y,27.2% selects bas sed on ne ear to resi idence, 7.8 8% based d on price e, 3.8% quality based on ranges s and 2.6% % based on n price & quality. q M Majority of f the respo ondents s selects based on quality. q

LE 4.1.20 TABL

TABLE

SHOWING

ELECTRONICS

SHOP

PREFERRED

BY

RESPONDENTS

Electric Shop Big Bazaar Vasanth & co Saravana Stores Chellamani & co Shopping Singapore Ramakrishna & sons Any Branded Showrooms Ritchi Street Burma Bazaar Any Shop Viveks

Frequency 36 198 12 8 17 51 34 31 9 93 11

Percent 7.2 39.6 2.4 1.6 3.4 10.2 6.8 6.2 1.8 18.6 2.2

RT 4.1.20 CHAR RT CHAR SHO OWING CS ELECTRONIC SHO OP PRE EFERED D BY

RESPONDENT TS

200 180 160 140 120 100 80 60 40 20 0 Frequency Percent

INFER RENCE: he respond dents prefe fer Saravan na stores for purch hasing Ele ectronic 39.6% of th refers any shop, 10. .2 prefers Ramakris shna & so ons, 7.2% prefers items, 18.6% pr 8% prefers s any bra anded show wrooms, 6.2% 6 pref fer Ritchi street, Big Bazaar, 6.8 p sh hopping si ingapore, 2.4% pre efers sarav vana store es, 2.2% prefers 3.4% prefers viveks s, 1.8% prefers Burm ma Bazaar, 1.6% pr refers chellamani & co. Majo ority of the re espondents prefer saravana a stores for purch hasing el lectronic items.

TABLE 4.1.21

TABLE SHOWING REASON FOR SELECTING A SHOP FOR PURCHASING ELECTRONICS Electronics Reason Price Quality Near to Residence Ranges Frequency 181 221 73 25 Percent 36.2 44.2 14.6 5.0

CHART 4.1.21 CHART SHOWING REASON FOR SELECTING A SHOP FOR PURCHASING ELECTRONICS

250

200

150 Frequen ncy 100 Percent t

50

0 Price Q Quality Nearto Residence Range es

RENCE: INFER 44.2% of th he respond dents selec cts shop for f purcha asing elect tronics ba ased on the quality,36.2% % selects based on price, 14.6% based d on near to residen nce and ased on ra anges. Ma ajority of f the respo ondents se elects bas sed on qu uality. 5% ba

LE 4.1.22 TABL

TABLE SHOWING CROCKERY SHOP PREFERED BY RESPONDENS

Crockery Shop Big Bazaar Chelladurai Nadar Thoothukudi Stores Saravana Stores Rathna Stores Any Shop

Frequency 100 84 27 56 23 210

Percent 20.0 16.8 5.4 11.2 4.6 42.0

CHART 4.1.22 CHART SHOWING CROCKERY SHOP PREFERED BY THE

RESPONDENTS

250 0 200 0 150 0 100 0 Frequency y 50 0 0 Percent

INFER RENCE: 42% of the responden r nts prefer any shop for purch hasing croc ckery item ms,20% zaar, 16,8 8% prefer rchelladur rai Nadar, 11.2% prefer sa aravana prefer Big Baz ,5.4% pref fer Thooth hukudi sto ores and 4.6% 4 prefe ers Rathna a stores.M Majority stores, of the respon ndents pr refer any y shop for purch hasing c crockery items.

LE 4.1.23 TABL TABL LE SHOWING REASON R N FOR SELECT TING A SHOP FOR PURC CHASING G CROCK KERY IT TEMS

Crock kery Reaso on Price Qualit ty Near to t Residen nce Range es

Freq quency 137 7 124 4 188 8 51

Perc cent 27.4 4 24.8 37.6 6 10.2 2

CHAR RT 4.1.23 CHAR RT SHO OWING REASON N FOR SELECT TING A SHOP FOR PURC CHASING G CROCK KERY IT TEMS

200 180 160 140 120 100 80 60 40 20 0 Price Q Quality Nearto Residence Range es Frequen ncy Percent t

INFER RENCE: 37.6% % of the re espondents s selects shop s for purchasing p g crockery y items ba ased on near to o residenc ce,27.4% selects based on price, p 24.8 8% based d on quali ity and 10.2% % based on n ranges. Majority of the res spondents s selects b based on near n to residen nce.

TABL LE 4.1.24 LE SHOW WING GR ROCERY SHOP PR REFERE ED BY RE ESPONDE ENTS TABL Groce ery Shop Big Bazaar B Relian nce Fresh Spenc cers Daily y Local l Provision nal stores Frequency F y 112 1 37 3 2 349 3 Perc cent 22.4 7.4 .4 69.8

RT 4.1.24 CHAR CHAR RT SHO OWING GROCE ERY SH HOP PR REFERE ED BY THE

RESPONDENT TS

350 300 250 200 150 100 50 0 BigBaza aar RelianceFresh S Spencers Daily y Local onal Provisio store es Frequen ncy Percent t

RENCE: INFER

69.8% % of the respondents s prefer lo ocal provis sional stor res for pur rchasing grocery g items, 22.4% pr refers Big Bazaar, 7.4% 7 prefe ers Relianc ce Fresh a and 0.4% prefers ers Daily y. Majority y of the re espondent ts prefer lo ocal provi isional sto ores for Spence purcha asing grocer ry items.

TABL LE 4.1.25 TABL LE SHOWING REASON R N FOR SELECT TING A SHOP FOR PURC CHASING G CROCK KERY IT TEMS Grocery y Reason Price Quality y Near to Residenc ce quency Freq 53 95 352 ent Perce 10.6 19.0 70.4

RT 4.1.25 CHAR CHAR RT SHO OWING REASON N FOR SELECT TING A SHOP FOR PURC CHASING G GROCE ERY ITEMS

400 0 350 0 300 0 250 0 200 0 150 0 100 0 50 0 0 Pr rice Quality y Ne eartoResiden nce Frequen ncy Percent t

INFERENCE: 70.4% of the respondents selects shop for purchasing crockery items based on near to residence, 19% selects based on quality and 10.6% based on price. Majority of the respondents selects based on near to residence.

TABLE 4.1.26 TABLE SHOWING TV CHANNEL WATCHED FREQUENTLY BY THE RESPONDENTS TV Channel Sun TV K TV Vijay TV Sun Music Jaya Max Adithya TV News Channels Sony Max Star Movies Star Plus Kiran TV Ten Sports Aaz Tak Sony Frequency 156 7 46 32 13 21 8 64 38 48 8 5 6 33 Percent 31.2 1.4 9.2 6.4 2.6 4.2 1.6 12.8 7.6 9.6 1.6 1.0 1.2 6.6

ZMax

15

3.0

RT 4.1.26 CHAR CHAR RT SHOW WING TV T CHAN NNEL WATCHE ED FREQ QUENTL LY BY THE RESPON R NDENTS

160 140 120 100 80 60 40 20 0 Frequenc cy Percent

INFERENCE: 31.2% of the respondents frequently watch Sun TV, 12.8% watch Sony max, 9.6% watch star plus, 9.2% watch Vijay TV, 7.6% watch star movies, 6.6% watch Sony, 6.4% watch sun music, 4.2% watch Adithya TV, 3% watch Z max, 2.6% watch Jaya max, 1.6% watch Kiran TV, 1.6% watch news channels, 1.4% watch K TV, 1.2% watch Aaz Tak and 1% watch Ten sports. Majority of the respondents frequently watch Sun TV.

TABLE 4.1.27 TABLE SHOWING RADIO CHANNEL FREQUENTLY LISTENED BY RESPONDENTS Radio Channel Suryan FM Radio Mirchi Big FM Radio One No 98.3 Aha Fm Hello Fm Frequency 150 236 40 19 30 14 9 2 Percent 30.0 47.2 8.0 3.8 6.0 2.8 1.8 .4

RT 4.1.27 CHAR RT SHOW WING RA ADIO CH HANNEL FREQUE ENTLY LISTENE ED BY CHAR RESPONDENT TS

250

200

150 Frequen ncy 100 Percent t

50

0 Suryan Radio R BigFM M M Mirchi FM Radio One No 98.3 AhaFm Hello Fm

RENCE: INFER 47.2% of the t respon ndents frequently listens Radio R Mir rchi,30% listens n fm, 8% listens Bi ig fm, 3.8 8% listens s Radio one, 2.8% listens 98 8.3 fm, suryan 1.8% listens l Ah ha fm, 0.4 4% listens s Hello fm m and 6% doesnt l listens any y radio channe el. Majorit ty of the respondent r ts frequen ntly listens s to radio m mirchi.

LE 4.1.28 TABL

TABLE

SHOWING

NEWS

PAPER

FREQUENTLY

READ

BY

RESPONDENTS News Paper Hindu Daily Thandhi Dhinakaran Times Of India Deccan Chronicle Dhinamalar Frequency 122 171 46 82 33 46 Percent 24.4 34.2 9.2 16.4 6.6 9.2

CHART 4.1.28 CHART SHOWING NEWS PAPER FREQUENTLY READ BY

RESPONDENTS

180 160 140 120 100 80 60 40 20 0 Frequen ncy Percent t

RENCE: INFER 34.2% of the e responde ents read Daily D than ndhi, 24.4% % read Hi indu, 16.4% read Times of India, 9.2% rea ad Dhinak karan, 9.2% % read Dhinamalar D r and 6.6% % read n Deccan Chron nicle.Majo ority of the res spondents s read Daily th hanthi.

LE 4.1.29 TABL

TABLE

SHOWING

MAGAZINES

FREQUENTLY

READ

BY

RESPONDENTS Magazine Junior Vikadan India Today Kumudham Reporter Anandha Vikadan Pudiya Thalaimurai Aval Vikadan Readers Digest Sports Star Kungumam Work Related No Kumudham Film Fare Frequency 88 99 30 37 20 21 14 9 9 23 122 14 14 Percent 17.6 19.8 6.0 7.4 4.0 4.2 2.8 1.8 1.8 4.6 24.4 2.8 2.8

RT 4.1.29 CHAR RT CHAR SHO OWING AZINES MAGA FREQU UENTLY READ D BY

RESPONDENT TS

140 0 120 0 100 0 80 0 60 0 40 0 20 0 0 Frequen ncy Percent t

RENCE: INFER 19.8% of th he respond dents freq quently rea ad India Today, T 17 7.6% read Junior an, 7.4% read r Anan ndha Vikad dan, 6% read Kumu udham rep porter, 4.6% read Vikada magaz zines relat ted to the eir work, 4.2% rea ad Aval Vikadan, V 4 4% read Pudiya Thalaimurai, 2.8 8% read Kumudham K m, 2.8% re ead Reade ers digest, , 2.8% rea ad Film fare, 1.8% rea ad Kungu umam and d 1.8% read r spor rts star. M Majority of the respon ndents freq quently rea ad India Today. T

LE 4.1.30 TABL TABL LE SHO OWING AWARN NESS AM MONG THE RESPOND DENTS ABOU UT BIG BAZAAR B Awarness Yes No Freque ency 494 6 P Percent 9 98.8 1.2

CHAR RT 4.1.30 RT SHO OWING AWARN NESS AM MONG THE RESPOND DENTS CHAR ABOU UT BIG BAZAAR B

500 450 400 350 300 250 200 150 100 50 0 Yes No

Frequen ncy Percent

INFERENCE: 98.8% of the respondents are aware about Big Bazaar and 1.2% are not aware about Big Bazaar. Majority of the respondents are aware about Big Bazaar.

TABLE 4.1.31 TABLE SHOWING NO: OF TIMES-RESPONDENTS VISITED BIG BAZAAR Times Visited 0 1 1-5 >5 Frequency 55 114 114 217 Percent 11.0 22.8 22.8 43.4

CHART 4.1.31 CHART SHOWING NO: OF TIMES-RESPONDENTS VISITED BIG BAZAAR

250

200

150 Frequen ncy 100 Percent t

50

0 0 1 5Jan >5

INFER RENCE: 43.4% of the e respond dens had visited v Big g Bazaar more m than n 5 times, 22.8% d 1-5 times, 22.8% visited v 1 time. t Majority of th he respond dents had visited visited Big Ba azzar mor re than 5 times.

LE 4.1.32 TABL TABL LE SHOW WING TI IME TAK KEN FOR R RESPO ONDENT TS TO RE EACH BIG BAZAR B F FROM TH HEIR RES SIDENCE E T Travelling Time < minutes <5 s 5 5-10 minut tes 1 10-20 minu utes 2 20-30 minu utes Frequenc cy 53 115 249 52 Percent t 10.6 23.0 49.8 10.4

> minutes >30

31

6.2

RT 4.1.32 CHAR CHAR RT SHOW WING TI IME TAK KEN FOR R RESPO ONDENT TS TO RE EACH BIG BAZAR B F FROM TH HEIR RES SIDENCE E

250 200 150 Frequen ncy 100 50 0 <5minute es 510minu utes 1020 tes minut 2030 3 minu utes >30minutes m Percent t

INFER RENCE: 49.8% % respond dents need d 10-20 minutes to reach Big Baz zaar from m their residen nce, 23% need 5-10 0 minutes, 10.6% ne eed less th han 5 minu utes, 10.4% % need 20-30 minutes and 6.2 2% need more than 30 minutes. m M Majority of the ndents nee ed 10-20 minutes to reach Big Baza aar from their residence. respon

LE 4.1.33 TABL TABL LE SHOW WING SATIAFA S ACTION LEVEL L OF RESPOND DENTS ABOU UT CUST TOMER SERVICE S E AT BIG G BAZAA AR Cust tomer Serv vice F Frequency y Pe ercent

No Idea High hly Satisfie ed Satis sfied Neut tral High hly Dissati isfied

5 55 6 64 3 306 5 59 1 16

11 1.0 12 2.8 61 1.2 11 1.8 3. .2

RT 4.1.33 CHAR CHAR RT SHO OWING SATISFA ACTION LEVEL L OF R RESPOND DENTS ABOU UT CUST TOMER SERVICE S E AT BIG G BAZAA AR

350 300 250 200 Frequen ncy 150 100 50 0 NoIdea Highly y Satisfied Satisfied Neut tral Hig ghly Dissa atisfied Percent t

RENCE: INFER

61.2% of the respondents are satisfied about the customer service provided by Big Bazaar, 12.8% are highly satisfied, 11.8% are neutral, 11% have no idea and 3.2% are highly satisfied. Majority of the respondents are Satisfied about the customer service provided by Big Bazaar.

TABLE 4.1.34 TABLE SHOWING RESPONDENTS OPINION ABOUT DOOR

DELIVERY Door Delivery Essential Not Essential Frequency 281 219 Percent 56.2 43.8

CHART 4.1.33 CHART SHOWING RESPONDENTS OPINION ABOUT DOOR

DELIVERY

300 250 200 Frequen ncy 150 100 50 0 Essential NotEss sential Percent t

INFER RENCE: 56.2% % of the res spondents s feel that door deli ivery is es ssential an nd 43.8% feels it is not essential. e Majority of o the resp pondents feels f that door d deliv very is esse ential.

TABL LE 4.1.34 TABL LE SHO OWING RESPON NDENTS AWAR RNESS ABOUT BIG

BAZA AAR DOO OR DELIV VERY Big Bazaar B Do oor Delive ery No Id dea Yes No Fre equency 55 34 411 1 nt Percen 11.0 6.8 82.2

RT 4.1.34 CHAR

CHAR RT SHOW WING RE ESPOND DENTS OPINION ABOUT BIG BAZAAR DOOR R DELIV VERY

450 0 400 0 350 0 300 0 250 0 200 0 150 0 100 0 50 0 0 NoIdea Yes No Frequen ncy Percent t

INFER RENCE: 82.2% % of the res spondents are aware e about do oor deliver ry facility provided by Big Bazaar r and 6.8% % are una aware abo out it.Majority of th he respon ndents are aware about the d door de elivery facility provided d by Big Bazaar. B

LE 4.1.35 TABL

LE SHOW WING RESPOND R DENTS OVERA ALLL SA ATIAFAC CTION TABL ABOU UT BIG BAZAAR B Over rall Satisfa action cy Frequenc P Percent

No Idea Very Nice Good Satisfactory High Price Low Ranges

55 25 326 57 29 8

11.0 5.0 65.2 11.4 5.8 1.6

CHART 4.1.35 CHART SHOWING RESPONDENTS OVERALLL SATIAFACTION ABOUT BIG BAZAAR

350 300 250 200 150 100 50 0 Frequen ncy Percent t

INFER RENCE: 65.2% of th he respon ndents feels overall l satisfact tion about t Big Baz zaar as f satis sfactory,5% % feels very v nice e, 5.8% f feels pric ces are good, 11.4% feels s ranges are low. Majority y of the responden r nts feels overall high,1.6% feels action satisfa t about B Big Bazaar r a as good.

AGE VS DEP PENDEN NT VAR RIABLES ANO OVA

Null Hypothesis: There is no impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery. Alternate Hypothesis: There is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery. Variables Sum of Squares df Mean Square F 4 6.798 4 34.625 4 1.195 4 11.580 4 2.066 4 3.939 4 3.031 Sig.

Period prefer for Shopping 27.191 Weekend Activity Desired Products Apparels Reason Electronics Reason Grocery Reason Door Delivery 138.501 4.780 46.320 8.264 15.755 12.122

13.422 .000 20.840 .000 7.155 .000 7.976 .000 3.017 .018 9.265 .000 13.520 .000

INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.018) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery.

MONTHLY ANOVA

INCOME

VS

DEPENDENT

VARIABLES

Null Hypothesis: There is no impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar. Alternate Hypothesis: There is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar.

Variables Desired Products Apparels Reason Plastic Reason Crockery Reason Grocery Reason Door Delivery

Sum of Squares df Mean Square F 3.010 51.336 39.059 41.704 9.342 9.247 3 1.003 3 17.112 3 13.020 3 13.901 3 3.114 3 3.082 3 13.718

Sig.

5.892 .001 11.893 .000 12.674 .000 10.462 .000 7.123 .000 13.431 .000 15.160 .000

Overall Satisfaction 41.153

INFERENCE:

Using the one-way ANOVAs test the calculated values (0.000, 0.001) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar.

AREA VS DEPENDENT VARIABLES - ANOVA

Null Hypothesis: There is no impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery. Alternate Hypothesis: There is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery. Sum Squares Apparels Shop Plastics Shop Furniture Shop Electronics Shop 984.978 991.333 141.435 210.017 of df Mean Square 10 98.498 10 99.133 10 14.143 10 21.002 8.013 .000 15.475 .000 3.479 .000 1.855 .040 F Sig.

Crockery Shop Grocery & foods Shop Awarness Bazaar about

440.878 109.629 Big .711

10 44.088 10 10.963 10 .071

12.835 .000 7.562 .000 6.660 .000

Big Bazaar Door Delivery 52.496

10 5.250

16.041 .000

INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.040) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery.

MOTHER TONGUE VS DEPENDENT VARIABLES - ANOVA

Null Hypothesis: There is no impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents. Alternate Hypothesis: There is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents.

Media TV Channel

Sum of Squares df Mean Square F 7259.771 4 1814.943 4 12.932 4 46.130 4 62.142

Sig.

303.392 .000 6.593 .000

Radio Channel 51.729 News Paper Magazine 184.522 248.568

21.357 .000 2.900 .022

INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.022) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents .

AGE VS DEPENDENT VARIABLES - CHI-SQUARE TEST

Null Hypothesis: There is no significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.

Alternate Hypothesis: There is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.

Pearson chi-square Variables Plastics reason Furniture reason Crockery reason Value 74.603 88.383 66.674 df 12 16 12 significance 0.000 0.000 0.000

INFERENCE: Using the Pearson chi-square test the calculated value (0.000) is less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.

MONTHLY INCOME VS DEPENDENT VARIABLES - CHISQUARE TEST

Null Hypothesis: There is no significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods. Alternate Hypothesis: There is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods. Pearson chi-square Variables Weekend activity Major purchase Selection criteria Furniture reason Electronics reason Value 1.158 29.997 51.474 37.650 38.030 df 12 6 6 12 9 significance 0.000 0.000 0.000 0.000 0.000

INFERENCE: Using the Pearson chi-square test the calculated value (0.000) is less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods.

DISCRIMINANT ANALYSIS

TABLE 1 Test of Function(s) 1 Wilks' Lambda .984 Chi-square 7.893 df Sig. 2 .019

TABLE 2

Function 1 Monthly .851 Income Family .475 Size

TABLE 3 Functions at Group Centroids Desired Products Function 1 Branded Branded & Unbranded -.068 .234

TABLE 4 Eigen values Function Eigen value 1 .016a % Variance 100.0 of Cumulative % 100.0 Canonical Correlation .126

TABLE 5 Canonical Discriminant Function Coefficients Function 1 Monthly Income Family Size (Constant) 1.125 .574 -5.448

INFERENCE: From table 1 it is inferred that the value obtained through f-test (0.000) is less than 0.05.so it is significant at 95% confidence level. The value of Wilks lambda (0.984) ranges between 0 & 1 with a lower value indicating better discriminating power of the model. We have two independent variables, monthly income and family size, with one being a better predictor on purchase of Branded/unbranded item. From table 2 it is inferred that the best predictor is monthly income (variable) with a higher coefficient of (0.851). Classification of a new customer into purchase behavior for Branded/unbranded item can be judged from table 3 where the means of group 1 (Branded items) and group 2 (Branded & non Branded items) are plotted on a scale ranging from -0.068 to +0.234. If the Discriminant score of a customer falls to the left of the midpoint, we can classify him as one who prefer Branded item and the one on the right signifies a preference for both Branded & unbranded items. The unstandardised Discriminant function from table 5 is Y= (-5.448) +1.125(monthly income) +0.574(family size) If we have the customers monthly income and family size data respectively then the above Discriminant function gives the score that helps the retail outlet to classify the customer

CHAPTER 5
RESULTS AND DISCUSSION

5.1 FINDINGS OF THE STUDY

The researcher has been able to find out the following important aspects from the study. They are:

The age of 20.4% of the respondents belongs to the age below 25 years, 35.6% is between 25-30.Majority of the respondents belongs to the age group 25-30.

The mother tongue of 55% of the respondents is Tamil, 25.8% is Urdu, 14.4% is Hindi, 2.8% is Telugu and 2% is Malayalam. The Mother tongue of majority of the respondents is Tamil.

19% of the respondents are from Royapuram area, 13.2% are from washermanpet, 12.4% are from old washermanpet.Majority of the respondents are from Royapuram area.

36.4% of the respondents are private employees, 29.2% are doing self business. Majority of the respondents are private employees.

41.2% of the respondents family size is above 4, 41% of the respondents family size is 4.Majority of the respondents family size is above 4.

41.6% of the respondents monthly income is above 20,000, 38.8% of the respondents monthly income is between 10,000-20,000.Majority of the respondents monthly income is above 20,000.

The monthly expenditure of 37.6% of the respondents is between 5,0008,000, 26.2% is between 3,000-5,000.Majority of the respondents monthly shopping expenditure is between 5,000-8,000.

41.6% of the respondents prefer to purchase during week ends, 37.6% prefer week days and 20.8% prefer monthly once. Majority of the respondents prefer to purchase during week ends

23% of the respondents spend their weekends at home with their family, 22.6% go to movies. Majority of the respondents spend their weekends at home with their family.

42.4% of the respondents prefer to do their major purchases when the product is needed for them, 30.8% do during offer period and 26.8% do during festival season. Majority of the respondents prefer to do major purchases when the product is needed for then.

In 65.6% of the respondents families, family heads takes the purchase decision, in 28.6% families home makers takes the purchase decision. In majority of the respondents houses, family heads takes the purchase decisions.

77.4% of the respondents prefer branded items and 22.6% of the customers prefer both branded and unbranded items. Majority of the respondents prefer to purchase branded products.

84.4% of the respondents selects a shop for purchase based on quality, 10% selects based on price and 5.6% selects based on near to residence. Majority of the respondents selects a shop for purchase based on quality.

22.6% of the respondents prefers any branded outlets for purchasing apparels, 16.6% prefer saravana stores. Majority of the respondents prefer any branded outlet for purchasing apparels.

34.2% of the respondents selects shop for purchasing apparels based on the quality, 34, 2% selects based on collections. Majority of the respondents selects based on quality and collections.

31.2% of the respondents prefer any shop for purchasing plastics, 20.2% prefers Big Bazaar. Majority of the respondents prefer any shop for purchasing plastic items.

41.8% of the respondents selects shop for purchasing Plastic items based on near to residence, 34.2% selects based on price. Majority of the respondents selects based on near to residence.

38.8% of the respondents prefer any shop for purchasing furniture, 15.2% prefer any branded showrooms. Majority of the respondents prefer any shop for purchasing furniture.

58.6% of the respondents selects shop for purchasing Furniture based on the quality, 27.2% selects based on near to residence. Majority of the respondents selects based on quality.

39.6% of the respondents prefer Saravana stores for purchasing Electronic items, 18.6% prefers any shop. Majority of the respondents prefer saravana stores for purchasing electronic items.

44.2% of the respondents selects shop for purchasing electronics based on the quality, 36.2% selects based on price. Majority of the respondents selects based on quality.

42% of the respondents prefer any shop for purchasing crockery items, 20% prefer Big Bazaar.Majority of the respondents prefer any shop for purchasing crockery items.

37.6% of the respondents selects shop for purchasing crockery items based on near to residence, 27.4% selects based on price. Majority of the respondents selects based on near to residence.

69.8% of the respondents prefer local provisional stores for purchasing grocery items, 22.4% prefers Big Bazaar. Majority of the respondents prefer local provisional stores for purchasing grocery items.

70.4% of the respondents selects shop for purchasing crockery items based on near to residence, 19% selects based on quality. Majority of the respondents selects based on near to residence.

31.2% of the respondents frequently watch Sun TV, 12.8% watch Sony max, 9.6% watch star plus. Majority of the respondents frequently watch Sun TV.

47.2% of the respondents frequently listens Radio Mirchi,30% listens suryan fm. Majority of the respondents frequently listens to radio mirchi.

34.2% of the respondents read Daily thandhi, 24.4% read Hindu. Majority of the respondents read Daily thanthi.

19.8% of the respondents frequently read India Today, 17.6% read Junior Vikadan. Majority of the respondents frequently read India Today.

98.8% of the respondents are aware about Big Bazaar and 1.2% are not aware about Big Bazaar.Majority of the respondents are aware about Big Bazaar.

43.4% of the respondens had visited Big Bazaar more than 5 times, 22.8% visited 1-5 times, 22.8% visited 1 time.Majority of the respondents had visited Big Bazzar more than 5 times.

49.8% respondents need 10-20 minutes to reach Big Bazaar from their residence, 23% need 5-10 minutes. Majority of the respondents need 1020 minutes to reach Big Bazaar from their residence.

61.2% of the respondents are satisfied about the customer service provided by Big Bazaar,12.8% are Highly satisfied.Majority of the respondents are satisfied about the customer service provided by Big Bazaar.

56.2% of the respondents feels that door delivery is essential and 43.8% feels it is not essential.Majority of the respondents feels that door delivery is essential.

82.2% of the respondents are aware about door delivery facility provided by Big Bazaar and 6.8% are unaware about it.Majority of the respondents are aware about the door delivery facility provided by Big Bazaar.

65.2% of the respondents feels overall satisfaction about Big Bazaar as good, 11.4% feels satisfactory.Majority of the respondents feels overall satisfaction about Big Bazaar as good.

There is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery.

There is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar.

There is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery.

There is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.

There is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods.

There is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents.

In the Discriminant analysis the value obtained through f-test (0.000) is less than 0.05.so it is significant at 95% confidence level. The value of Wilks lambda (0.984) ranges between 0 & 1 with a lower value indicating better discriminating power of the model.

Classification of a new customer into purchase behavior for Branded/unbranded item can be judged from table 3 where the means of group 1 (Branded items) and group 2 (Branded & non Branded items) are plotted on a scale ranging from -0.068 to +0.234. If the Discriminant score of a customer falls to the left of the midpoint, we can classify him as one who prefer Branded item and the one on the right signifies a preference for both Branded & unbranded items.

The unstandardised Discriminant function from table 5 is Y= (-5.448) +1.125(monthly income) +0.574(family size)

If we have the customers monthly income and family size data respectively then the above Discriminant function gives the score that helps the retail outlet to classify the customer.

5.2 SUGGESTIONS:

Advertisements can be given through sun TV, Vijay TV and sun music for attracting Tamil customers.

Advertisements can be given through star plus, star movies and Sony max for attracting customers whose mother tongue Hindi and Urdu.

Advertisements can be given through the following channels for attracting the entire range of customers.

Radio Suryan fm, Radio Mirchi and Big fm. News paper- Hindu, Daily Thandhi and Times of India. Increase the ranges in the apparel section. Try to place almost all apparel brands in the store.

Keep on the offers for the entire year. Place different offers for same product for attracting all customer segments.

Customer service should be improved in order to bring the level of highly satisfied customers. Highly satisfaction in the customer service will lead to Hard core loyal customers

Steps should be taken to ensure that the salespersons are attending the customers in the right time. (It is observed during the period of study

that the sales persons are not attending the customers, instead they are interested in cleaning the products).

Place the details regarding Door delivery facility provided by the store near the entrance.

Place the comparative price list of the products in front of the store.(compare our price with major competitors and with branded showrooms).This will be helpful for attracting the customers who are moving for branded showrooms for their purchase

5.3 CONCLUSION From the details collected through the study, the demographic, geographic and economic factors of the respondents who are residing around 5 km distance from the store, their purchase pattern, frequently watching media and the level of awareness about the store are identified. According to that the suggestions were given at the end of the study. The suggestions clearly indicate the marketing activities to be carried out and the appropriate media for advertising to attract all segments of the market. As there is an availability of huge market potential to the store from the areas selected for the study, the organization should concentrate in implementing the suggestions given by the researcher to utilize the entire market potential.

(Reg. No. 0861181)

Of K.S.RANGASAMY COLLEGE OF TECHNOLOGY

TIRUCHENGODE 637215 (An Autonomous Institution Affiliated to Anna University Coimbatore)

SUMMER PROJECT REPORT Submitted to ITC LIMITED, COIMBATORE BRANCH In partial fulfillment of the requirements for the award of the degree

Of MASTER OF BUSINESS ADMINISTRATION JULY 2009

BONAFIDE CERTIFICATE Certified that this project report titled A STUDY ON DISTRIBUTION CHANNEL EFFECTIVENESS OF ITC LIMITED WITH SPECIAL REFERENCE TO COIMBATORE REGION is the bonafide work of Mr.S.SAKTHIVEL who carried out the research under my supervision. Certified further, that to the best of my knowledge the work

reported here in does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

HOD

Supervisor

Head of the Institution

________________________________________________________________ _____

INTERNAL EXAMINER

EXTERNALEXAMINER

K.S.RANGASAMY COLLEGE OF TECHNOLOGY (AUTONOMOUS)

TIRUCHENGODE - 637215 MBA Final Project Work (Batch 2008 2010)

Title of the Project

STUDY

ON

DISTRIBUTION

CHANNEL

EFFECTIVENESS OF ITC LIMITED,WITH SPECIAL REGION TO COIMBATORE REGION

Name of the Student & SAKTHIVEL.S e-mail address Sakthi.mba@in.com MR.RAMAKRISHNAN, M.Tech MBA,M.Phil, (Ph.D) Name of the SENIOR LECTURER, DEPARTMENT OF MBA K.S.R SCHOOL OF MANAGEMENT

Supervisor(s)

Industry

the ITC LIMITED,COIMBATORE BRANCH Project is undertaken (if applicable) ABSTRACT The project study titled A Study on Effectiveness of Distribution Channel of ITC Limited, with special reference to Coimbatore Region will provide some valuable information for the management to take marketing decisions. The objectives of this study are to obtain the opinion of the retailers

where

about the service frequency, credit period, delivery efficiency, promotional scheme, salespersons effectiveness and profit margin of ITC products.

DECLARATION

I, here by declare that the summer project report entitled, A STUDY ON DISTRIBUTION CHANNEL EFFECTIVENESS OF ITC LIMITED WITH SPECIAL REFERENCE TO COIMBATORE REGION submitted in partial fulfillment of requirement for the degree of Master of Business Administration is a record of original project work done by me, during my period of study in ITC LIMITED COIMBATORE under the guidance of Mr.M.RAMAKRISHNAN., M.Tech., MBA., M.Phil.,(Ph.D) Senior Lecturer KSR SCHOOL OF MANAGEMENT, TIRUCHENGODE.

Signature:

ACKNOWLEDGEMENT

First and foremost I dedicate this project work to my parents, who are responsible for all the outstanding performance in my life. I express my sincere gratitude to Lion Dr.K.S.Rangasamy, M.J.F., Chairman, K.S.R.Educational Institutions, Tiruchengode for giving me an opportunity and facilities to do this project work. It is my esteemed honor to thank Dr. K. THYAGARAJAH B.E, M.E, PhD, SIMEEE, M.I.S.T.E, Principal, KSR College of Technology for effectively leading me to meet up with the requirement and necessities of this project.

I thank from the bottom of my heart to Dr.S.K.Mohandas, M.Com., MBA., Ph.D., Director, Department of MBA, KSR College of Technology for granting me permission to do this project. I express my indebted gratitude to Dr.A.Lakshmi, M.A., MBA., M.Phil., B.Ed., Ph.D., H.O.D, Department of MBA, KSR College of Technology for the moral guidance to do project. I wish to express my gratitude to Mr.M.RAMAKRISHNAN, M.Tech, MBA, M.Phil, (Ph.D) SENIOR LECTURER, Department of MBA, and KSR College of Technology. My foremost thanks to Mr.C.R.BALAVISWANATHAN, B.Com, Branch Manager, ITC Limited, Coimbatore Branch for having given me the permission to conduct the study and for his encouragement and support. At the onset, I thank god almighty for having showered his blessings throughout the study.