SUMMER PROJECT REPORT

Analysis of Consumer Insights on Future Groups

membership program Big Bazaar Profit Club
Prepared for the Mumbai University in the partial
fulfilment of the requirement for the award of the
degree in

MASTERS OF MANAGEMENT STUDIES

Submitted By:
Name: Ramya Nair
Year: 2012-14

Under the guidance of

Prof. Sinimole

SFIMAR

St Francis Institute of Management and Research, Mt.

Poinsur,
S.V.P Road, Borivali (W) Mumbai.
Batch- 2012-2014
1

SUMMER PROJECT-2013
TABLE OF CONTENTS

Sr.N
o.

Index

Pag
e
No.

INTRODUCTION TO FUTURE GROUP

INTRODUCTION TO FUTURE VALUE RETAIL AND

BIG BAZAAR
BIG BAZAAR PROFIT CLUB

LITERATURE REVIEW

11

NEED FOR STUDY

12

RESEARCH OBJECTIVES AND DESIGN

13

ANALYSIS OF RESEARCH

15

FINDINGS

46

RECOMMENDATIONS

46

10

CONCLUSION

47

11

REFERENCES

48

12

ANNEXURE

49

Executive Summary:

The internship comprises of 2 job profiles undertaken during the due course i.e. sales and
market research.
The report was commissioned to understand the various scales of operations in the retail
industry comprising of immense competition. It elaborates the various initiatives taken by
Future Groups Future Value Retail Company to expand their consumer base and converting
them into the loyalists of Big Bazaar. One of such efforts was the launch of the BIG
BAZAAR PROFIT CLUB which is an exclusive initiative being offered to the consumers to
own a card with an initial amount to be deposited and shop throughout the year. Its basically
an investment plan inducing the consumers to purchase and become the firms loyalists.
At the initial level, selling of Big Bazaar Profit Club card was conducted in the Kandivali
outlet of Big Bazaar. The main objective of being given this profile was to understand the
basic acceptance level of the card among the shoppers in the store.
The observations made while selling the product through extensive interactions with the
shoppers form the basis of the market research that was conducted at a later stage.
The market research has been done considering the observations made not only at the
Kandivali store but also 10 other outlets across Mumbai.
Objective of the market research:
1.
2.

To understand the factors which influences Big Bazaar shoppers to purchase the Big
Bazaar Profit Club Card.
To understand why Big Bazaar shoppers dont buy the card.

Observations:
In case of selling BAZAAR PROFIT CLUB CARD; selling at the store was much more
approachable and successful due to direct interactions with the Consumers and ease in
solving their queries.
3

In case of conducting a survey, the analysis showed that majority of the respondents do not
own the card affordability being the dominant reason.

INTRODUCTION TO FUTURE GROUP

Future Group was founded by Mr. Kishore Biyani on a simple idea: Rewrite rules, retain
values. This fundamental belief created a new kind of marketplace, forever transforming
Indian retail.
Future Group was conceived as a force to drive domestic consumption and capture every
addressable need of Indian consumers.
Future Group makes every effort to delight its customers, tailoring store formats to changing
Indian lifestyles and adapting products and services to their desires.
Future Group operates some of Indias most popular retail formats. Across value and lifestyle
segments, their multi-format retail strategy caters to the complete consumption needs of a
wide cross-section of Indian consumers.
Lifestyle
Style for Every Occasion
Value
Helping India Save
Home
Building Dreams in a New India
Digital
Connecting the Youth of India
As modern retail drives fresh demand and consumption in new categories, their strategy is
based on a deep understanding of Indian consumers, the products they want, and making
these products available in every city, in every store format. Future Group offers innovative
offerings at affordable prices tailored to the needs of every Indian household.

Pioneers in the Indias retail space, their formats are household names in more than 93 cities
and 60 rural locations across the country.
Their stores cover around 17 million square feet of retail space and attract around 300 million
customers each year.

Future Group brings various products, opportunities and services to millions of customers in
India. Through over 17 million square feet of retail space, they serve customers in 93 cities
and 60 rural locations across the country. Most of all, they help India shop, save and realize
dreams and aspirations to live a better quality of life every day.
Future Group is one of Indias retail pioneers with multiple retail formats; which connects a
diverse and passionate community of Indian buyers, sellers and businesses. The collective
impact on business is staggering: Around 300 million customers walk into their stores each
year and choose products and services supplied by over 30,000 small, medium and large
entrepreneurs and manufacturers from across India. And this number is set to grow.
Future Group employs 35,000 people directly from every section of our society. They source
our supplies from enterprises across the country, creating fresh employment, impacting
livelihoods, empowering local communities and fostering mutual growth.
Future Group believes in the Indian dream and has aligned their business practices to the
larger objective of being a premier catalyst in Indias consumption-led growth story. Working
towards this end, they are ushering positive socio-economic changes in communities to help
the Indian dream fly high and the Sone Ki Chidiya soar once again. This approach remains
embedded in our ethos even as they rapidly expand their footprints deeper into India.
KEY GROUP COMPANIES
Retail
Pantaloon Retail (India) Limited
Future Value Retail Limited
Finance
Future Generali Life Insurance Company Limited
Future Generali (India) Insurance Company Limited
Future Capital Holdings Limited
Future Ventures (India) Limited
Services
Future Supply Chains Limited
Future Human Development Limited
Future Media (India) Limited
Future Corporate Resources Limited

VARIOUS BRANDS BY FUTURE GROUP:-

BiG Bazaar - Hypermarket chain

Food Bazaar - Supermarket chain

eZone - Electronics superstore

HomeTown Home improvement and building materials store

Central - Seamless department store

Planet Sports - Sportswear retailer

Aadhar - Rural retail chain

KBs Fairprice - Urban low-frills neighbourhood store

FUTURE VALUE RETAIL

Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited
which is now Future Retail. This entity has been created keeping in mind the growth and the
current size of the companys value retail business, led by its format divisions, Big Bazaar
and Food Bazaar.
The company operates 162 Big Bazaar stores, 200 Food Bazaar stores, among other formats,
in over 93 cities across the country, covering an operational retail space of over 8.5 million
square feet. As a focused entity driving the growth of the group's value retail business, Future
Value Retail Limited will continue to deliver more value to its customers, supply partners,
stakeholders and communities across the country and shape the growth of modern retail in
India.
The main focus of Future Value Retail has been Winning the Hearts of Indian Consumers.
Future Value Retail focuses on the value retail segment through the Big Bazaar, Food
Bazaar and KBs Fairprice formats.

BIG BAZAAR
Big Bazaar is the largest hypermarket chain in India. Big Bazaar was introduced by the
Future Group in September 2001 with the opening of its first four stores in Kolkata, Indore,
Bengaluru and Hyderabad within a period of 22 days.
Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format selling
apparel, cosmetics, accessories and general merchandise. Over the years, the retail chain has
included in its portfolio a wide range of products and services, ranging from grocery to
electronics.
Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters
offering a wide range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They offer
a wide variety of household items including retail apparels, food products, general
7

merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and
entertainment sections.
Big Bazaar not only aim to provide customers value for their money but also realizes the
importance of customer patronage and hence it pushes itself to retain the existing customers
through innovative loyalty and membership programmes.
One such newly launched membership programme is the Big Bazaar Profit Club.

BIG BAZAAR PROFIT CLUB

Big Bazaar Profit Club Pay Rs. 10,000 and Shop for Rs. 12,000
Big Bazaar has recently launched a membership program called the Big Bazaar PROFIT
CLUB. The key benefit of this program is that its members can pay Rs.10, 000 and shop for
Rs.1000 every month, for 12 months. This means that you pay Rs.10, 000 but you actually
get to shop for Rs. 12,000.
To become a member, the customer to pay a nominal one-time registration fee of Rs.100.
Once you load this card with Rs 10,000 it gets credited with Rs 12,000. This card can then be
used for shopping across our network of over 240 Big Bazaars, Food Bazaars, Fashion at Big
Bazaar and Food Right stores in India. Members of the Big Bazaar PROFIT CLUB will also
receive the benefit of all the existing offers in the store as well as loyalty benefits of Payback
card and T24.
8

Benefits to the company:

The scheme will improve the company's sales for the next three or four quarters as it will lock
in customers for the next 12 months.
The increase in sale volumes will give the retailer better bargaining power with the suppliers.
It will reduce promotional/ advertising expenses since the customer who buys into the
scheme is then locked in for a year.
Increases the frequency of customer visits thereby making them Loyal Customers.

Benefits to the customers:

Its an investment for the consumers for a year, with their money reserved with Big Bazaar
and can shop every month without the need to carry the Cash.
20% return on the purchase of the card with a shopping of Rs. 2000 free by the company for
the last 2 months.
If the consumer doesnt shop for 1 month, the money for the same is carried forward next
month which he / she can redeem.eg: if a consumer doesnt shop for 2 months (Rs. 2,000)
then the 3rd month he can shop for Rs. 3000 together.
The card can be used at all Branches of Big Bazaars, Food Bazaars, FBB and Food Right
stores in India.
The card can be used for shopping of all the items available in the stores i.e. electronics,
grocery, furniture, etc.
The card can be cancelled without any penalty charges. Easy and quick registration with
minimal documentation is possible.

The selling for the Big Bazaar Profit Club Card had been carried out on 2 levels by the
organisation Business to Consumer Selling and Business to Business Selling

Business to consumer selling:

Business to Consumer selling enabled to get in contact with the consumers directly as the
sales was performed at the stores.
1st step involved in contacting the continuous footfall at the store and making them aware
about the BBPC card through Pamphlets placed at the BBPC desk and at the Customer
Service Desk.
The BBPC desk helped in facilitating the various queries of the consumers regarding the
program and would be the one point of contact for the same.
Utmost Corporation was experienced at the store level with the lead being passed on by
any staff who would be receiving the consumers agreeability on purchasing the card.

Consumer behaviour
The following are the observations noted while interacting with the Big Bazaar shoppers:

The consumers were hesitant on paying a huge amount of Rs. 10,000 in advance.

The amount redeemable every month was Rs.1000 which was perceived by the
consumers less compared to the amount deposited. As matter they did mention their
monthly shopping to be more that Rs.1000.

Also certain customers preferred shopping for the entire Rs. 12,000 in a day or week
rather than paying for a period of 1 year.

The consumers also felt the sight of being tied for a year on the payment of the card
irrespective the cancellation policy being penalty free.

Customers who were regular shoppers look out for different offers and are more
interested in BBPC card and are ready to opt for the same.

10

Customers who were not regular lacked trust in the offer as the amount being a total of
Rs. 10,000. They rather preferred the PAYBACK card or the T24 card which could be
owned free of cost.

Consumers claimed that on the payment of Rs. 12,000, a return of Rs. 2,000 didnt
seem interesting as they shopped for more than 4000 per month.

A lot of consumers perceived the card as an expense rather than an investment.

On the other hand, many consumers purchased the cards assuming it as an investment
and the ease of shopping every month without cash. Also the flexibility of the money
getting carried forward.

LITERATURE REVIEW
Most retailers today offer their customers some kind of loyalty card or membership
program. The main idea behind this is to gain loyalty by rewarding the customers.
These programs are an extremely popular way to reward customers for their loyalty. In
addition to increased sales, loyalty cards are a proven, invaluable marketing tool that
enables retailers to identify who their customers are, what they purchase and how much
they are spending.
Marketing research consistently demonstrates that retaining existing customers is easier
than establishing new ones. Loyalty cards and membership programs are mainly used to
promote customer retention and increase sales. Retailers and marketers realise how
important loyalty and membership cards are to encourage customers to support their
products and brands (repeat business) through specials, offers and promotions (target
marketing).
The main difference between a membership card and a loyalty card is that the
customers have to make advance payments with respect to membership cards and only
then can they enjoy the benefits offered by the card. However, in case of loyalty cards
in most of the cases the customers are not required to make any payments.
Loyalty cards and membership cards are custom branded and may have a magnetic
stripe and/or barcode. As part of a retailers loyalty program, the customer/client
provides their personal and contact details to the retailer, who will usually add them to
a data base, and this information enables the retailer to market to the customer via
direct mailing, SMS and other types of advertising media.

11

NEED FOR STUDY

For any company which launches a new product or service in the market, it is very
important not only to know how the product fares in the different markets but also to
understand how to gain more acceptability.
Since Future Group is a well known company and Big Bazaar is an already well
established brand which has introduced a variety of loyalty programs, it becomes more
important for the firm to understand the acceptance level of the newly launched
membership program which seeks the consumer patronage for the long run.
Hence, an effort has been taken to understand the consumer insights on the newly
launched membership program i.e. Big Bazaar Profit Club card.
Future value retail launched Big Bazaar Profit Club card in December 2012 and not
much of research has gone into seeing the response of the customers. The only way to
decide the acceptance level was through the sales across India. Before the launch of the
program, the company had forecasted the sales of Mumbai to be highest but as far as the
sales record from December to March was concerned, the sales for Mumbai has not met
its targets. Hence it was important to know the major factors that influence the
customers to decide whether to buy the card and to know what the reasons for not
buying the card are.
The observations made while selling the card at various stores has been taken into
account while preparing a suitable questionnaire.
This is a part of market research which will help to understand the following aspects:
I.

Awareness level of the card across the Big Bazaar stores.

II.

Ownership level of the card across 11 Big Bazaar stores.

12

III.

The reasons why the consumers have purchased the card.

IV.

The reasons why they may purchase the card in future.

V.

The reasons why they have/may not purchase the card.

VI.
VII.

How likely are the shoppers to recommend the card to others.

The various factors that influence the shoppers to buy the Big Bazaar Profit
Club Card.

RESEARCH OBJECTIVES
1. To understand the factors which influences Big Bazaar shoppers to purchase the Big Bazaar
Profit Club Card.
2. To understand why Big Bazaar shoppers dont buy the card.

RESEARCH DESIGN
Research Methodology
Exploratory research and Descriptive Research:
To address the objective of this study, proposed is a two prolong approach
Qualitative: To identify the reasons for buying or not buying the Big Bazaar Profit Club Card.
Quantitative: To quantify the reasons for buying or not buying the Big Bazaar Profit Club
Card.
Research Methods
Observation and Survey using questionnaires
Target group
1. Age group : 25 yrs 34yrs, 35yrs 45yrs,

50 yrs and above

2. Gender: Male and Female

3. Occupation: Working - Self Employed/Service, Non Working
4.

Frequency of visits to the store: Once a month, Once in 3-4 months, One time visitors

5. Social Economic Class : A/B

13

EDUCATION
Literate
Illiterat
no formal
e
education

CIRCLE SEC CODE

Unskilled Workers
O
Skilled Workers
C
C
Petty traders
U
Shop owners
P
None
Businessman/
A Industrialists with 1 to 9
T
no. of employees
10+
I
Self-employed professionals
O
Clerical/Salesman
N
Supervisory level
Officers/Execs Junior
Officers/Execs Mid/Senior

School
School 5- HSC/
upto 4
9 Yrs
SSC
yrs

Some coll Grad/Post

Grad/Post
but not
Grad Grad - Prof.
Grad
Gen

E2

E2

E2

E1

E2

E1

E1

B2

B2

3
4
5
6
7
8
9
A
B
C

E2
D
D
C
B1
D
D
D
C
B1

D
D
C
B2
B1
D
D
D
C
B1

D
D
C
B2
B1
D
D
D
C
B1

D
C
B2
B2
A2
D
D
C
C
B1

C
B2
B1
B1
A2
B2
C
C
B2
B1

C
B1
A2
A2
A1
B1
B2
B2
B1
A2

B2
A2
A2
A1
A1
A2
B1
B1
A2
A1

B2
A2
A1
A1
A1
A1
B1
A2
A2
A1

Sampling technique
Convenience Sampling
Sample size
A survey was conducted on 440 Big Bazaar shoppers across the 11 Big Bazaar
stores.
At the store level
Total 40 respondents were surveyed.
Weekday - 25 respondents
Weekends 15 respondents

DAY
STORE
NAME

GENDER

AGE GROUP

Weekday Weekend Male Female 25-34 35-45 50+

SEC
A

Andheri E

10

10

11

Bhayander

10

Dombivali

10

10

Ghatkopar W

10

13

12

Kalyan E

10

Kandivali E

10

10

10

Lower Parel

10

10

14

Mulund W

11

10

10

11

Thane

10

10

10

Ulhasnagar

11

10

10

Vashi

10

275

165

201

239

189

174

77

213

227

TOTAL

ANALYSIS OF RESEARCH
SHOPPERS PROFILE
GENDER
54% Females and 46% Males were contacted.

AGE
43% respondents belonged to age group of 25-34yrs and 40% respondents belonged to age
group of 35-45yrs and 18% belonged to the age group of 50yrs and above.

15

 DAY
62% respondents were contacted during a weekday and 38% respondents were contacted
during a weekend.

SEC
52% respondents belonged to SEC A whereas 48% respondents belonged to SEC B

16

 RESPONDENTS EDUCATION
53% respondents were Graduates, 25% respondents had either completed SSC or HSC, 18%
respondents were Post Graduates and 4% respondents had completed their basic schooling.

17

 RESPONDENTS OCCUPATION
18

57% respondents were into service whereas 29% were non working and 14% were self
employed.

MONTHLY HOUSEHOLD EXPENDITURE

51% respondents said that their average monthly Household Expenditure Range was
Rs. 5001-10000 and 43% said it was Rs.5000 or less whereas 4% respondents said it was in
the range of Rs.10001-15000 and 2% said it was above 20000.

MONTHLY HOUSEHOLD EXPENDITURE AT BIG BAZAAR

19

95% respondents spend Rs.5000 or less in Big Bazaar and only 5% respondents spend an
amount in the range of Rs.5001-10000.

ZONE WISE CUSTOMER FOOTFALL

The respondents who visit different Big Bazaar outlets are categorized into 5 zones as per
their residential area.
STORE
NAME

Andheri

KandiBhayan- Ulhas
Lower
Dombi
vali
Vashi
der
nagar Kalyan Parel Mulund Ghatkopar Thane vali

Western

90

98

23

Urban
East

100

10

100

90

South

85

Central

10

10

88

90

10

15

Urban
West

67

Urban
Central

10

85

82

90% respondents in Andheri store belonged to the Western zone and 10% belong to the
Central zone.
20

98% respondents in Kandivali store belonged to Western zone and 2% belonged to Urban
West zone.
100% respondents in the Vashi store belonged to the Urban East zone.
23% respondents in the Bhayander store resided in Western zone, 10% belonged to Urban
East zone, 67% belonged to Urban West zone
All the respondents in the Ulhasnagar store belonged to the Urban East zone.
2% respondents from the Kalyan store belonged to Western Zone, 90% belonged to Urban
East and 8% belonged to Urban Central zone.
85% respondents from the Lower Parel store belonged to the South zone, 10% belonged to
the Central zone and only 5% belonged to the Western zone.
2% respondents from the Mulund store belonged to Urban East, 88% belonged to Central and
10% belonged to Urban Central.
8% respondents in the Ghatkopar store belonged to the Western Zone, 2% belonged to Urban
East and 90% belonged to Central zone.
5% respondents in Thane store belonged to Urban East,10% belonged to Central zone and
85% belonged to Urban Central Zone.
3% respondents from Dombivali store belonged to Urban East, 15% belonged to Central zone
and 82% belonged to Urban Central Zone.

SHOPPER BEHAVIOUR
RETAIL STORES

PERCENTAGE
21

VISITED REGULARLY
Big Bazaar

100

Food Bazaar

15

D-Mart

45

Spencer

31

Hypercity

17

Reliance Fresh

41

Reliance Mart

Easy Day

10

Haiko

Kirana

73

BASE

440

Since the survey was conducted in the Big Bazaar outlets, the percentage with respect to Big
Bazaar is 100%.
73% respondents visit kirana, 45% shop from Dmart, 41% visit Reliance fresh and 31% visit
Spencer.
Only 15% of the respondents said that they visit or shop from Food Bazaar.
A minority of 4% visit Reliance Mart and 2% visit Haiko.
Therefore D-mart, Reliance Fresh and Spencer can been seen as major competitors from
organised sector of retail.

STOREWISE BIFURCATION

22

RETAIL
STORES
VISITED
REGUL- AndheBhay- Dombi- Ghat
Kandi- Lower
Ulhas
ARLY
ri
ander vali
kopar Kalyan vali Parel Mulund Thane nagar Vashi
Big Bazaar 100 100
100
100
100
100 100
100
100 100 100
Food
Bazaar

28

15

15

20

23

25

10

15

13

D-Mart

45

45

48

58

48

53

43

45

48

45

25

Spencer

60

13

58

43

58

10

13

48

40

Hypercity

30

10

23

18

15

28

23

13

15

Reliance
Fresh

48

20

63

63

53

10

23

58

35

45

40

Reliance
Mart

10

Easy Day

23

18

10

25

23

10

Haiko

Kirana

98

63

90

90

93

53

15

95

63

83

68

100% respondents visit Big Bazaar across all the stores; the percentage of people visiting Big
Bazaar store is the same across all the 11 stores
28% from Andheri store and 25% from Lower Parel store visit Food Bazaar whereas only 3%
from Thane store visit Food Bazaar
58% from Ghatkopar store, 53% from Kandivali store and only 25% from Vashi store visit
Dmart
60% from Andheri store visit Spencer but no one from Thane visits Spencer.
30% from Andheri store visit Hypercity whereas only 8% from Bhyander and 3% from Vashi
visit Hypercity
63% from Ghatkopar as well as Dombivali visit Reliance Fresh whereas only 10% from
Kandivali and 20% from Bhyander visit Reliance Fresh
Very few visit Reliance Mart and Reliance Fresh
10% from Dombivali visit Reliance Mart whereas no one from Kandivali, Thane and Lower
Parel visits Reliance Mart
23

25% from Kalyan store visit Easy Day whereas no one from Bhayander, Kandivali, Lower
Parel, Thane and Vashi visit Easy Day
8% from Ghatkopar store visit Haiko whereas no one from Kandivali, Bhyander, Dombivali,
Lower Parel, Mulund, Thane and Vashi visit Haiko
Majority of the respondents visit Kirana stores across all the stores except for Lower Parel
store where only 15% go to kirana.
DAY
RETAIL
STORES
VISITED
REGULARLY
Big Bazaar

GENDER

AGE

SEC

weekday

weekend

male

female

25-34

35-45 50+ A

100

100

100

100

100

100

100

Food Bazaar

16

15

15

15

20

12

D-Mart

45

46

45

46

46

Spencer

33

28

29

33

Hypercity

17

16

16

Reliance Fresh

43

39

Reliance Mart

Easy Day

100

12

10
0
16

47

42

48

43

32

32

29

35

28

17

17

16

16

22

12

41

41

44

44

27

42

41

11

11

10

12

12

Haiko

Kirana

72

76

74

73

77

71

70

73

74

BASE

275

165

201

239

189

174

77

21
3

227

15

For Big Bazaar, Food Bazaar, Dmart, Hypercity, Reliance Mart, Easy Day, Haiko,Kirana
percentage of people visiting on a weekday and weekend are similar
72% visit Kirana,16% visit Food bazaar, 45% visit Dmart ,43% visit Reliance Fresh on a
weekday.
In Spencer, 33% visit on a weekday and 28% visit on a weekend
In Reliance Fresh 43% visit on a weekday and 33% visit on weekend
For all the stores except Spencer, the percentage of males visiting the store and females
visiting the store are similar.
In Spencer, 33% females and 29% males visit the store

24

For Big Bazaar, Spencer, Hypercity, Reliance Mart, Easy Day, Haiko and Kirana there is not
much of a difference in the percentage of shoppers of age group 25-34yrs, 35-45yrs and 50 and
above.
20% in the age group of 25-34 visit Food Bazaar whereas 12% each in the age group of 35-45
and 50 and above visit Food Bazaar
47% in age group of 35-45 visit Dmart
44% each in the age group of 24-34yrs and 35-45yrs visit Reliance Fresh whereas only 27% in
50 and above age group visit Reliance Fresh
77% in the age group of 25-34yrs visit kirana whereas around 70% in the age group of 35-45
and 50 and above visit kirana
RESPONDENTS
EDUCATION

RESPONDENTS
OCCUPATION

Post
SSC/HSC Graduate Graduate

Self
Nonemployed Service working

RESPONDENT DETAILS

RETAIL STORES VISITED

REGULARLY
Big Bazaar

100

100

100

100

100

100

Food Bazaar

15

14

20

17

15

16

D-Mart

40

46

49

58

43

43

Spencers

29

28

44

28

31

35

Hypercity

13

14

32

17

15

19

Reliance Fresh

35

44

47

41

43

38

Reliance Mart

Easy Day

14

13

12

Haiko

Kirana

75

71

77

69

73

76

BASE

110

233

79

64

249

127

77% Post Graduates visit Kirana whereas only 4% Post Graduates visit Reliance Mart and
Haiko

25

71% Graduates visit kirana and round 45% Graduates visit Dmart and Reliance Fresh
69% Self employed shoppers visit kirana 58% Self employed shoppers visit Dmart
Around 43% shoppers into service visit Dmart and Reliance Fresh
76% non working visit kirana and 43% visit Dmart
FREQUENCY OF VISIT AT BIG BAZAAR

60% visit Big Bazaar once a month.

The average frequency of visit i.e. 0.91 indicates more people visit Big Bazaar once a month.

26

BIG
BAZAAR

Bhay- Ulhas
Lower
Andheri Kandivali Vashi ander nagar Kalyan Parel Mulund Ghatkopar Thane Dombivali

Once a
month

75

45

40

53

58

73

43

75

80

48

75

Once in 23 months

18

25

33

23

23

28

25

23

15

28

23

Once in 45 months

23

18

18

13

28

18

First time

10

0.65

0.88

0.92

0.71

0.88

Average
Frequency 0.91

0.68

0.67 0.74 0.78 0.86

Rank - Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
The Average Frequency across all stores is more that 0.5 which suggests that majority
respondents visit Big Bazaar once a month.
80% respondents from Ghatkopar store visit Big Bazaar once a month, 75% from Andheri,
Mulund, Dombivali visit Big Bazaar once a month whereas only 40% from Vashi store visit
Big Bazaar once month
Around 25% from all the stores except Andheri and Ghatkopar visit Big Bazaar once in 2-3
months
18% from Andheri and 15% from Ghatkopar visit Big Bazaar once in 2-3 months
28% from Lower Parel store visit Big Bazaar once in 4-5 months
10% from Vashi store were one time shoppers at Big Bazaar

Day

Gender

27

Age

Sec

BIG
BAZAAR

weekday weekend male female

25-34

35-45

50+

Once a month

60

60

63

58

65

58

55

68

53

Once in 2-3
months

24

24

19

28

24

22

26

23

25

Once in 4-5
months

11

10

11

10

13

13

13

First time

10

BASE

275

165

201

239

189

174

77

213

227

Average
Frequency

0.79

0.80

0.81

0.78

0.82

0.77

0.76

0.83

0.76

Rank : Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
RESPONDENTS EDUCATION RESPONDENTS OCCUPATION
FREQUENCY
OF VISIT AT
BIG BAZAAR SSC/HSC Graduate
Once a
month
52
58
Once in 2-3
months
23
28
Once in 4-5
months
17
First time
8
BASE
110
Average
Frequency 0.74

Post
Graduate

Self
employed Service

Non-working

76

52

59

68

15

30

25

17

14

10

10

6
233

0
79

5
64

6
249

5
127

0.79

0.86

0.73

0.79

0.83

Rank : Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
Frequency of visit at Big Bazaar during weekday and weekend is similar
63% males and 58% females visit Big Bazaar once a month
19% males and 28% females visit Big Bazaar once in 2-3 months
65% in age group of 25-34yrs and around 55% in the age group of 35-45yrs and 50 and
above visit Big Bazaar once a month
68% SEC A and 53% SEC B visit Big Bazaar once a month
28

76% Post Graduates visit Big Bazaar once a month

68% Non working visit Big Bazaar once a month
The Average frequency suggests that majority shopper visit Big Bazaar once a month

FREQUENCY OF VISIT AT FOOD BAZAAR

FOOD BAZAAR

Gender

Sec

FREQUENCY

TOTAL

male

female

Once a month

72

77

68

74

70

Once in 2-3 months

19

13

24

20

18

Once in 4-5 months

10

12

First time

BASE

68

31

37

35

33

Average
Frequency

0.84

0.86

0.82

0.86

0.82

Rank : Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
The Average Frequency of 0.84 suggests that majority visit Food Bazaar Once a month

FREQUENCY AT RELIANCE FRESH

29

Ran
k: Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
Average Frequency - 0.90
82% visit Reliance Fresh once a month.
The average frequency of visit indicates more people visit Reliance Fresh once a month.
Day
FREQUENCY
OF VISIT AT
RELIANCE
FRESH

Gender

Age

TOTAL weekday weekend male female

Sec

2534

3545

50+

Once a month

82

86

75

78

86

76

84

100

80

85

Once in 2-3
months

14

12

19

17

12

19

13

13

15

Once in 4-5
months

BASE

182

118

64

83

99

84

77

21

90

92

Average
Frequency

0.90

0.93

0.86

0.88

0.92

0.87

0.92

1.00

0.88

0.92

Rank : Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25

RESPONDENTS EDUCATION
FREQUENCY
OF VISIT AT
RELIANCE

School SSC/HSC Graduate Post

Graduate

30

RESPONDENTS
OCCUPATION
Self
Service
employed

Nonworking

FRESH
once a month

100

84

80

86

69

86

81

Once in 2-3
months

13

17

11

23

11

17

Once in 4-5
months

BASE

38

103

37

26

108

48

Average
Frequency

1.00

0.91

0.89

0.93

0.83

0.92

0.90

Rank : Once a month 1, once in 2-3 months 0.5, once in 4-5 months 0.25
Average Frequency is more than 0.5 which suggests that majority visit Reliance Fresh once a
month.
FREQUENCY OF VISIT AT DMART

100
80

84%

60
40

16%

20

1%

0
Once a month

Once in 2-3
months

First time

84% respondents visit Dmart once a month, 16% visit Dmart once in 2-3 months.

LOYALTY PROGRAMS

31

69% respondents were aware about different loyalty cards offered by Big Bazaar.
Store level:
93% respondents in Dombivali and Kalyan Store were aware about loyalty programs,
55% respondents in Lower Parel store were not aware about loyalty programs.
50% respondents in Bhayander store were not aware about loyalty programs.
48% respondents in Vashi store were not aware about loyalty programs.
45% respondents in Kandivali and Thane store were not aware about loyalty programs.

Day

Gender

32

Age

Sec

LOYALTY
PROGRAM
AWARENESS weekday weekend male female 25-34 35-45

50+

YES

71

67

69

69

72

68

65

77

63

NO

29

33

31

31

28

32

35

23

37

275

165

201

239

189

174

77

213

227

BASE
Age:

72% respondents in the age group of 25-34yrs were aware about loyalty cards.
32% respondents in 35-45yrs age group not aware about loyalty programs.
SEC:
77% respondents belonging to SEC A were aware about loyalty cards.
37% shoppers belonging to SEC B not aware about loyalty programs.
RESPONDENTS
OCCUPATION

RESPONDENTS EDUCATION
AWARENESS
ABOUT BIG
BAZAAR
LOYALTY
PROGRAMS

SSC/HSC

YES

Graduate

Post
Graduate

Seld
employed

Service

Nonworking

65

67

84

58

73

69

NO

35

33

16

42

27

31

BASE

110

233

79

64

249

127

Education and Occupation:

84% Post Graduates were aware about loyalty cards
73% respondents who were into service aware about loyalty cards
42% self employed shoppers were not aware about loyalty programs.

AWARENESS ABOUT BIG BAZAAR PROFIT CLUB CARD

33

86% respondents were aware about Payback Card, 76% respondents aware about Payback
card and 69% aware about Big Bazaar Profit Club Card.

Day
LOYALTY
CARD
AWARENESS

Gender

Age

sec

TOTAL weekday weekend male female 25-34 35-45 50+

T24

76

76

76

79

73

75

77

76

75

77

PAYBACK
BIG BAZAAR
PROFIT CLUB
CARD

86

87

84

85

86

89

86

76

82

89

69

69

70

78

61

65

70

78

70

68

BASE

305

195

110

139

166

137

118

50

163 142

The level of awareness with respect to Big Bazaar Profit Club Card amongst shoppers during
weekday and weekend is similar.
78% males and 61% females were aware about Big Bazaar Profit Club Card.
78% respondents in the age group of 50 and above are aware about the card whereas only
65% in the age group of 25-35yrs aware about the card.
70% respondents belonging to SEC A and 68% belonging to SEC B aware about the card
which shows that a similar level of awareness exists among respondents in both SEC A and
SEC B categories

34

RESPONDENTS
EDUCATION
LOYALTY CARD
AWARENESS

RESPONDENTS
OCCUPATION

Post
Seld
SSC/HSC Graduate Graduate employed Service

Nonworking

T24

69

75

83

84

71

83

PAYBACK

92

82

86

95

80

93

BIG BAZAAR PROFIT

CLUB CARD

71

66

73

81

69

66

BASE

72

157

66

37

181

87

73% Post Graduates and 71% respondents who have completed either SSC or HSC were
aware about Big Bazaar Profit Club Card.
81% respondents who are self employed were aware about Big Bazaar Profit Club Card

BIG BAZAAR PROFIT CLUB CARD OWNERSHIP

93% do not own Big Bazaar Profit Club Card

Bhayan Ulhas
Lower
Dombi
Andheri Kandivali Vashi der
nagar Kalyan Parel Mulund Ghatkopar Thane vali
OWN
15
0
8
10
8
5
3
5
5
15
8
DONT
85
100
93
90
93
95
98
95
95
85
93

STORE

35

OWN

15% owned BBPC in Andheri, 15% owned Big Bazaar Profit Club Card in Thane.

Day

Gender

Big Bazaar Profit

Club Card
Ownership
weekday weekend

Age

Sec

male female 25-34 35-45 50+

YES

10

10

18

11

NO

94

90

90

95

96

94

82

89

96

BASE
275
165
201
239 189 174 77 213
227
10% weekend shoppers owned Big Bazaar Profit Club Card.
10% males and 5% own Big Bazaar Profit Club Card.
18% respondents in the age group of 50yrs and above own Big Bazaar Profit Club Card.
RESPONDENTS
EDUCATION

Big Bazaar Profit Club

Card Ownership
SSC/HSC Graduate

Post
Graduate

RESPONDENTS
OCCUPATION

Self
Employed Service

Nonworking

YES

13

13

NO

95

95

87

88

94

94

BASE

110

233

79

64

249

127

13% Post Graduates, 13% self employed earn Big Bazaar Profit Club Card
95% shoppers who have done HSC/SSC, 95% Graduates and 87% Post Graduates do not
own the card.

REASONS FOR PURCHASE

The following are the reasons given by 32 respondents who said they already owned Big
Bazaar Profit Club Card.

36

The three main reasons for buying the card are

1) Offer is beneficial: 75% out of the 32 owners of the card said that they bought the card
because they found the offer to be beneficial.
2) Free Shopping: 69% said that since this offer gives them the benefit of free shopping worth
Rs.2000 they bought the card.
3) Regular Customers: 25% respondents said that as they were loyal to Big Bazaar and dont
mind waiting for a year to avail the benefit of the offer

INTENTIONS TO PURCHASE/ LIKELINESS TO BUY THE CARD

This question was asked to 408 respondents who said they didnt own Big Bazaar Profit Club
Card.

37

The respondents who were not aware of this program were explained about the scheme while
conducting the survey so as to see how likely they were to now purchase the card.

Rank : Very Likely 5, Somewhat Likely 4, May/May not 3, Somewhat Unlikely 2,

Very Unlikely 1
30% respondents were somewhat unlikely and 27% were very unlikely to purchase the card,
21% said they were somewhat likely and 2% were very likely to purchase the card.
20% said they may or may not purchase the card.

LIKELINESS TO PURCHASE

STORE

Ulha
s
Ghat
Dom
Andher Kandiv Vash Bhaya naga Kalya Lower
kopa
b
i
ali
i
nder r
n
Parel Mulund r
Thane ivali
38

V.likely

Somewhat
likely

19

31

17

20

14

19

26

21

22

18

26

May/may
not

16

23

14

26

20

14

21

16

22

24

20

Somewhat
unlikely

38

21

31

17

46

47

21

32

33

21

29

V.unlikely

28

21

37

29

20

17

26

32

22

38

23

BASE

32

39

35

35

35

36

38

38

36

34

35

MEAN
SCORE
2.3
2.8
2.1 2.6 2.3 2.4
2.6
2.3
2.4 2.2
2.6
Rank : Very Likely 5, Somewhat Likely 4, May/May not 3, Somewhat Unlikely 2,
Very Unlikely 1
Mean score across all the stores is between 2 and 3 which suggests that majority of the
respondents are either somewhat unlikely or may/may not buy the card
Mean score suggests that shoppers in Kandivali, Bhayander, Lower Parel, Dombivali may or
may not buy the card whereas in the other stores, respondents are somewhat unlikely to buy
the card.

Day

Gender

LIKELINESS
TO
PURCHASE weekday weekend male female 25-34
39

Age

35-45

Sec

50+

V.likely

Somewhat
likely

21

23

17

25

21

23

19

18

May/may not

21

16

20

19

14

26

19

25
17

Somewhat
unlikely

30

31

33

28

39

24

23

31

30

V.unlikely

26

27

28

26

24

26

34

23

30

BASE

253

140

174

219

174

157

62

184

209

MEAN
SCORE

2.4

2.4

2.3

2.5

2.4

2.5

2.4

2.6

2.3

22

Rank : Very Likely 5, Somewhat Likely 4, May/May not 3, Somewhat Unlikely 2, Very
Unlikely 1

30% weekday shopper said that they are somewhat unlikely to purchase the card, 26% said
that they are very unlikely to purchase the card, 21% said that they are somewhat likely to
purchase the card.
31% weekend shoppers said that they are somewhat unlikely to purchase the card, 27% said
they are very unlikely to purchase the card and 23% said they are somewhat likely to
purchase the card.
The mean score for weekdays as well as weekends is 2.4 which suggests that shoppers are
somewhat unlikely to purchase the card.
The mean score with respect to respondents belonging to SEC A is 2.6 which states that the
respondents may or may not buy the card.
Overall, the percentages and mean score suggests that majority of the respondents are
somewhat likely to purchase the card.

REASONS FOR TAKING THE CARD

Out of the 408 respondents who were asked about their intentions to purchase the card, 9
respondents said that they were very likely to purchase the card and 84 respondents said that
they were somewhat likely to purchase the card.
Therefore this question was asked to only those 93 respondents. Hence the base for this
question is 93.

40

72% respondents are likely to buy the card because of the benefit of free shopping, 72%
found the offer to be beneficial.
47% said they are likely to buy the card because it can be used in any Big Bazaar Outlet
across India.
32% said they are likely to buy the card as they get to shop for products worth Rs.12000 by
paying Rs10000 i.e. shopping worth Rs.2000 free which gives a benefit of 20%.
REASONS FOR NOT TAKING THE CARD
Out of the 408 respondents who were asked about their intentions to purchase the card, 119
respondents said that they were somewhat unlikely to buy the card and 104 respondents said
that they are very unlikely to buy the card.
Therefore, this question was asked only to those 223 respondents. Hence the base for this
question is 223.

41

42% respondents said that they are not likely to purchase the card as it is not affordable, 35%
said since they were not frequent shoppers they wont be interested in the offer and 33% did
not find the offer beneficial.
The respondents who say that they are not able to afford the offer include the respondents
who cannot afford Rs.10000 which is the advance payment required to purchase the card as
well as those respondents who spend a lot in Big Bazaar and cannot afford that cumulative
amount in the month they buy the card.
For e.g. Shopper A is a regular customer at Big Bazaar and spends around Rs.5000 every
month in Big Bazaar. If this customer is to buy the card in the month of May, he will have to
spend Rs.10000 along with his bill amount of Rs.5000 in May. If he avails the offer before
billing he may have to pay a total amount of Rs.14000. So in this case if the customer says he
cannot afford the offer it means that he cannot afford spending 14000 at a go in a single
month.

MAY OR MAY NOT PURCHASE THE CARD

Out of 408 respondents who were asked whether they were likely to purchase the card, 77
respondents said that they may or may not purchase the card. May or May not is an answer
which is a middle ground but from the companys perspective they are supposed to be
considered as customers who are not very keen and less likely to buy the card.
Reasons for not taking the card

PERCENTAGE

42

Not affordable

27

not a frequent shopper

29

BB not in residential area

12

Not beneficial

44

Not Exposed to the offer

Blocking Money

12

No provision for Installments

shops through coupons

permission required

limit of Rs.1000 per month

not secure

1yr too long to commit

23

Dmart has better offers

BASE

77

44% respondents who said that they may/may not purchase the card, said so because they
dont find the offer beneficial and 27% do not find the scheme affordable

LIKELINESS TO RECOMMEND

43

Very Likely 5, Somewhat Likely 4,May/May not 3,Somewhat Unlikely 2,Very

Unlikely 1
20% respondents said they are very likely to recommend the card to others and 31% are
somewhat likely to recommend the card to others.
27% respondents said that they may or may not recommend the Big Bazaar Profit Club Card
to others.
23% respondents cant say whether they would recommend the card to others.
19% respondents said that they are somewhat unlikely to recommend the card to others and
4% respondents are very unlikely to recommend the card to others.

44

Ghat
TOTA Andher Bhay- Domb Kopa Kaly Kand Lower
Ulhas
L
i
ander ivali r
an ivali parel Mulund Thane Nagar Vashi
Very
likely to
recomme
nd
Somewha
t likely to
recomme
nd
May or
may not
recomme
nd
Somewha
t unlikely
to
recomme
nd
Very
unlikely
to
recomme
nd
Base
Mean
score

20

16

23

29

26

11

33

13

23

20

16

31

27

49

42

45

32

24

39

10

29

26

22

27

30

15

24

16

21

29

11

54

31

26

35

19

24

10

34

42

23

17

24

20

410

37

39

38

38

38

38

36

39

35

35

37

3.4

3.3

3.8

3.9

3.8 3.1 2.9

3.8

3.1

3.6

3.2

3.2

Rank : Very Likely 5, Somewhat Likely 4, May/May not 3, Somewhat Unlikely 2,

Very Unlikely 1
29% from Dombivali and 26% from Ghatkopar store are very likely to recommend the card
to others.
20% from Ulhasnagar are very unlikely to recommend the card
Mean score for Bhayander, Dombivali,Ghatkopar, Lower Parel and Thane store suggests that
majority of the respondents are somewhat likely to recommend the offer to others.

45

Day

Gender

Age

Sec

RecommendationWeekday Weekend Male Female 25-34 35-45

50+

Very likely

15

26

18

21

25

15

16

25

14

Somewhat likely 33

29

28

34

31

30

34

32

30

May or may not 29

23

27

26

25

30

23

22

32

Somewhat
unlikely

19

18

21

17

17

21

16

18

19

Very unlikely

10

Base

252

158

190 220

173

164

73

207

203

Mean score

3.4

3.6

3.3

3.6

3.3

3.3

3.6

3.3

3.5

Rank : Very Likely 5, Somewhat Likely 4, May/May not 3, Somewhat Unlikely 2,

Very Unlikely 1
26% weekend shoppers are very likely and 29% are somewhat likely to recommend the offer
to others.
15% weekday shoppers are very likely, 33% somewhat likely, 29% may or may not and 19%
are somewhat unlikely to recommend the offer to others.
28% males and 34% females are somewhat likely to recommend the offer to others.
21% males and 17% females are somewhat unlikely to recommend the offer to others.
31%,30% and 34% respondents in the age group of 25-34yrs, 35-45yrs and 50yrs and above
respectively are somewhat likely to recommend the offer to others.
The mean score for weekend, females, 25-35yrs age group and SEC A suggests that they are
somewhat likely to recommend the offer to others.
24% Post Graduates are somewhat unlikely to recommend the offer.
21% shoppers into service are somewhat unlikely to recommend the offer to others.

46

FINDINGS
Apart from Big Bazaar the retail stores majorly visited are Dmart, Reliance Fresh,Spencer.
As far as unorganized retail sector is concerned majority of the respondents still visit kirana
stores.
60% respondents visit Big Bazaar once a month whereas the remaining 40% visit the store
less frequently.
Around 69% respondents are aware of the different loyalty programmes offered by Big
Bazaar.
Highest awareness are for Dombivali, Kalyan, Mulund, Andheri and Mulund store whereas
lower level of awareness is seen in Lower Parel, Bhyander, Kandivali and Thane stores.
Respondents in the age group of 25-34yrs more aware and lower awareness is seem amongst
SEC B shoppers and self employed shoppers.
Out of 440 respondents, 305 were aware about different loyalty programs out of which 69%
were aware about Big Bazaar Profit Club Card.
Only 7% respondents owned Big Bazaar Profit Club Card and the main reason stated for
buying the card was that they found the offer to be beneficial.
The main reason given by respondents who said that they are not likely to buy the card was
affordability.
Out of the respondents who were either not aware of the card or did not own the card despite
being aware about it, 23% were likely to purchase the card as they found the offer beneficial
& as they get to shop for Rs.2000 extra.
Majority of the respondents were somewhat likely to recommend Big Bazaar Profit Club
Card to others.

RECOMMENDATIONS:
Increase awareness about loyalty programs in Kandivali, Lower Parel, Vashi, Bhayander
stores.
Increase awareness about Big Bazaar Profit Club Card amongst shoppers in the age group of
25-34yrs females and SEC B shoppers.
Increase awareness for shoppers who visit Big Bazaar once in 2-3 months
Find ways to make the offer affordable by providing provision for advance payment of
Rs.10000 through installments.
The conversion rates for shoppers who are already aware about the card but still have not
purchased it has to be improved.
47

CONCLUSION
The project involved working under 2 profile i.e. sales and market research.
Selling the card required a lot of interaction with the customer. It therefore became very
important to know what feature of the product interests the customer the most. This feature
would be different for different customers and different for customers at different stores.
Adding to it, it is the first time any retail store has come up with a membership card which is
quite different from the loyalty cards as it requires the customers to make an advance
payment.
During the course of 2 weeks at the store, I have been able to sell 19 cards but this does not
include the weekend activations. While selling an opportunity was given to interact with
several regular as well as non regular Big Bazaar shoppers and a lot of observations were
made possible.
Similar observations from all the 11 Big Bazaar outlets in Mumbai were collected and a
suitable questionnaire was framed. The profile of market research involved visiting these 11
stores twice i.e. one during a weekday and one during a weekend.
On the basis of analysis of the questionnaire, it was possible to understand the factors
influencing the customers to buy the card and the reason behind not opting for the card.
This study when aligned with similar type of research with respect to other stores across India
will give the major factors that influence the consumer to buy or to not buy the card.
As far as implementation of the recommendation goes, the Company will study the data for
all the outlets across India and then decide on further strategies.
This study will give the company the basis of further research and form strategies to sell the
product extensively in the Indian markets.

48

REFERENCES
Bibliography:
It happened in India Kishore Biyani
We are like that only Rama Bijapurkar
Webliography:
http://www.futuregroup.in/about-us/about-group.html
http://www.futuregroup.in/about-us/our-fundamental-beliefs.html
http://www.fvrl.in/about-us/overview-retail.html
http://titan.co.in/loyalty-programs
http://www.accentiv.co.in/case_studies.html

49

ANNEXURE
QUESTIONNAIRE
RESPOND
ENT NO.
STORE
DATE
DAY

WEEKDAY

WEEKEN
D

We are students pursuing MBA and this survey is carried out as a part
of our summer internship. This survey is carried out for all Big Bazaar
stores across Mumbai and is for educational purpose.
NAME: _________________________________________________________
GEND
ER
AGE

MALE

25 34 yrs

FEMALE

35 45
2 50 yrs and
3
yrs
above
R1a) Now I would like to know something about the person who makes the
biggest contribution to the running of the household. What is the highest level
to which he or she has studied? SINGLE CODING
----------------------------------------------------------R1b) What is his/her occupation? (If Retired: What was his occupation
before he / she retired? SINGLE CODING
--------------------------------------------------------------------CIRCLE EDUCATION LEVEL AND OCCUPATION IN GRID BELOW AND
CODE THE SEC
EDUCATION

CIRCLE SEC CODE

C
Unskilled Workers
C
U
Skilled Workers
P
Petty traders
A
Shop owners
T
I
None
OBusinessman/
1 to
NIndustrialists
9
with no. of
employees
10+
Self-employed
professionals
Clerical/Salesman

Literate
no
School
Illiter
formal
upto 4
ate
educatio yrs
n

School HSC/
5-9 Yrs SSC

Some
Grad/Pos
Grad/Post
coll but t Grad Grad - Prof.
not Grad Gen

E2

E2

E2

E1

E2

E1

E1

B2

B2

3
4
5

E2
D
D

D
D
C

D
D
C

D
C
B2

C
B2
B1

C
B1
A2

B2
A2
A2

B2
A2
A1

B2

B2

B2

B1

A2

A1

A1

B1

B1

B1

A2

A2

A1

A1

A1

B2

B1

A2

A1

B2

B1

B1

50

Supervisory level
Officers/Execs
Junior
Officers/Execs
Mid/Senior

B2

B1

A2

B2

B1

A2

A2

B1

B1

B1

B1

B1

A2

A1

A1

CONTINUE IF HOUSEHOLD BELONGS TO SEC A/B, ELSE TERMINATE

RESPONDEN
TS
EDUCATION:
RESPONDENT
S
OCCUPATION

School

1 SSC/HSC

2 Graduate

Post
graduate

Self
employ
ed

Student

Service

Nonworking

1) Which area do you reside in? ________________________________

2) Do you visit any other hypermarkets? SINGLE CODE
YES
1
NO
ASK Q2b IF CODED 1 IN Q2a

2b) Which hypermarkets do you visit regularly? MULITPLE CODESPOSSIBLE

3) How often do you visit this/these hypermarkets? SINGLE CODE
Q2
b

Q3
Onc
ea
mon
th

Once
in 23
mont
hs
2

Once
in 4-5
mont
hs

Fir
st
tim
e

BIG
01
1
3
4
BAZAAR
FOODBAZA
02
1
2
3
4
AR
DMART
03
1
2
3
4
SPENCERS
04
1
2
3
4
HYPERCITY
05
1
2
3
4
RELIANCE
06
1
2
3
4
FRESH
RELIANCE
07
1
2
3
4
MART
EASYDAY
08
1
2
3
4
HAIKO
09
1
2
3
4
KIRANA
10
1
2
3
4
STORE
4a) What is your average monthly household expenditure? RECORD IN GRID
ASK Q4b IF CODED 1 IN Q2b
4b) What is your average monthly expenditure at Big Bazaar? RECORD IN
GRID
51

5) Big Bazaar has loyalty programs, are you aware of any loyalty cards
offered by Big Bazaar? SINGLE CODE
YES

NO

ASK Q6, IF 1 CODED IN Q5

6) Which Loyalty Program cards are you aware about? MULTIPLE CODES
T24
Payback
Big Bazaar Profit Club Card
DONT KNOW/CANT SAY
ASK Q7, IF 3 CODED IN Q6

1
2
3
9

7) Do you own a BB Profit Club Card? SINGLE CODE

YES
1
NO
ASK Q8, IF 1 CODED IN Q7

8) Please tell me the reasons for purchasing this card? MULTIPLE CODES
POSSIBLE
Free shopping worth
Rs.2000
Offer is beneficial
Flexible usage of the card
Return of more than 20%
OTHERS

1
2
3
4

DONT KNOW/CANT SAY

9
ASK Q9, IF 2 CODED IN Q5 OR IF NOT CODED 3 IN Q6OR IF 2 CODED
IN Q7

EXPLAIN BBPC: Big Bazaar has recently launched a membership program

called the Big Bazaar PROFIT CLUB. The key benefit of this program is that
its members can pay Rs.10,000 and shop for Rs.1,000 every month, for 12
months. This means that you pay Rs.10,000 but you actually get to shop for
Rs. 12,000.
9) Please tell me if you are likely to purchase the BB Profit Club Card?
SINGLE CODE
Ver
y
Like
ly

1 Somewh
at likely

2 Somewha
t unlikely

3 May or
May not
purchase
52

4 Very
unlikel
y

5 Dont
know/Can
t say

ASK Q10, IF 1 or 2 CODED IN Q9

10) Please tell me the reasons for taking this card? MULTIPLE CODES
POSSIBLE
Free shopping worth
Rs.2000
Offer is beneficial
Flexible usage of the card
Return of more than 20%
OTHERS

DONT KNOW/CANT SAY

2
3
4

ASK Q11, IF 3 OR 4 CODED IN Q9

11) Please tell me the reasons for not taking the card? MULTIPLE CODES
POSSIBLE
Not Affordable
Not a frequent shopper
Big Bazaar not near the
residential area
Scheme is not very beneficial
OTHERS

1
2
3
4

DONT KNOW/CANT SAY

9
12) How likely are you to recommend BB Profit Club card to others? SINGLE
CODE
Ver
y
Like
ly

1 Somewha
t likely

2 Somewhat
unlikely

3 May or
May
not

53

4 Very
unlikely

5 Dont
know/
Cant say

54