INTRODUCTION

Big Bazaar is the largest hypermarket chain in India. As of June, 2013 there are 275 stores
across 105 cities and towns in India covering around 18 million sq.ft. Of retail space. 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
merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and
entertainment sections. The hypermarket chain crossed the 100 store mark in 2008.
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.

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.
The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire
retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is
popularly known as the Indian Walmart today
In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank
and launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store
was also launched at High Street Phoenix mall in Mumbai, marking the retailers entry into
dedicated food retail.
In 2003, Big Bazaar made its foray into small towns and cities. The first store in this category
was launched that year in Nagpur. The franchise also welcomed its 10 millionth customer at
its new store in Gurgaon in the same year.
Over the next two years, Big Bazaar consolidated its position in the Indian retail landscape.
This phase of growth included the setting up of the Mumbai store in Lower Parel, which
registered a record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005, the
first Big Bazaar Exchange Offer was launched, which has quickly gained popularity among
customers.
In 2006, further changes in loyalty marketing took place with the launch of the housewifecentric credit card, Shakti. Jewellery store Navaras was also launched that year within Big
Bazaar stores which became the first store-in-store concept to be launched by the brand.
Another dedicated retail format launched in 2006 is Furniture Bazaar.
In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and expanded its
retail footprint to 50 stores.
The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for
Big Bazaar, with the launch of the 101st store. Joining the league of Indias Superbrands and
voted among the top ten service brands in the country by the Pitch-IMRB international
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survey, Big Bazaar became much more than a household name. The year also saw the launch
of the Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided
significantly low prices and gave discounts on bulk purchases in the first week of the month.

Over the next two years, Big Bazaar carved its own niche in modern retail and became the
largest brand in the hypermarket format. Capturing one-third of the food and grocery market
in modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance
its retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third
consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain,
Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.
On successful completion of 10 years in the Indian retail industry, in 2011, Big Bazaar came
up a new logo with a new tag line: Naye India Ka Bazaar(New Indias Market), replacing
the earlier one: 'Isse Sasta Aur Accha Kahin Nahin' (Nothing is cheaper and better than here).
In 2012, Big Bazaar signed a multi-million dollar deal with Cognizant Technology Solutions
for the development of an IT infrastructure, encompassing Future Groups entire network of
stores, warehousing and data centres.

Recently, Big Bazaar announced its plans to add more retail services to its portfolio such as
grinding, de-seeding and cutting of fruits and vegetables.

3-C Theory

According to 3-C theory, Change and Confidence among the entire population is leading to
rise in Consumption, through better employment and income which in turn is creating value
to the agricultural products across the country. Big Bazaar has divided India into three
segments:
1. India one: Consuming class which includes upper middle and lower middle class
(14% of India'spopulation).
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2. India two: Serving class which includes people like drivers, household helps, office
peons, liftmen, washermen, etc. (55% of India's population) and
3. India three: Struggling class (remaining 31% of India's population).
While Big Bazaar is targeted at the population across India one and India two segments,
Aadhaar Wholesale is aimed at reaching the population in India three segment. With
this, Future Groupemerged as a retail destination for consumers across all classes in the
Indian society

OBJECTIVES

1.
2.
3.
4.

To analyze the Demand and Supply pattern in Big Bazaar.

To analyze various factors that influences the Demand and Supply at Big Bazaar.
To study the demands of the customers visiting Big Bazaar.
To analyze the means taken by the Big Bazaar officials to maintain Demand and
Supply in equilibrium.

RESEARCH AREA
During our visits for the Market Research, we went to two BIG BAZAARs Yeshwantpur and
Hebbal respectively. Particularly we targeted the food zone, clothes zone and the billing
section of the BIG BAZAAR. Firstly we talk to the Floor Manager over there about the
supply and demand side and came to know that the supply of the products varies season to
season depending upon the demand of the customers. And then we tried to get some views of
the customer on demand side. Initially most of the customers denied us to talk but somehow
we manages to catch some of them and discussed them regarding their demands of the
products and we came to know that their demands also varies from time to time depending
upon factors such as:

Money
Requirements
Market Price
Seasons(Festival or Off )
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Tradition
Government Policy

RESEARCH METHODOLOGY
Research Methodology ill common parlance refers to a search for knowledge. One can also
define also research as a scientific and systematic research for pertinent information a
specific topic. Research is an art of systematic investigation. Some people consider research
as a movement, a movement to the known to the unknown.

According to Clifford Woody: Research comprises defining and redefining problems, formulating hypothesis or suggested
solutions, collecting, organizing and evaluating data, making deductions mil reaching
conclusion, and at last carefully testing the conclusion to determine whether they fit the
formulating hypothesis.

Marketing research is defined as a systematic gathering and analysis of the data concern
with an objective. The whole activity is divided into various parts and after compilation of
that we reach at certain findings, which enable us to marketing decision. It involves the
diagnosis of information needed and the selection of the relevant and inter-related variables.
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Research Plan: Research Approach: SURVEY METHOD

Research Instrument
The research instruments used for collecting the primary data were the
questionnaire
.

Questionnaire

The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each questions contributed to the research objective here
questionnaire is structured types means there are concrete, definite and predetermined
questions.

The questions are presented are exactly same wording and in the same an order to all
respondents. The questionnaire had a mix type of open ended, closed ended and multiple
choice questions. The questions were limited in numbers simple direct and unbiased
technology was adopted.

Data Source:
Primary:

o The data was collected through questionnaire comprising of some questions.

o Primary data consists of original information gathered for specific purpose. The
primary data is collected through questionnaire and interviewed to the Manager of Big
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Bazaar. The questionnaire is through common instrument collecting primary

collection. We collected the data through questionnaire from two Malls.

o Secondary:
o The data was collected through:
o Data Collection Instrument:
o Questionnaire to Customers
o Interviewing The Manager

LIMITATIONS
o This research has a number of limitations that must be acknowledged.
o First, the sample used for this study consisted in two Malls.
o Therefore, these results may not be applicable to the wider population in general.
o Secondly, the results of this study are limited to a specialty retail branded purchasing
context.
o Lastly, it must be acknowledged that there may be numerous other variables that
contribute to the development of customer satisfaction, customer loyalty, and word of
mouth communication which are briefly touched upon below.
o To convince the people for a proper interviewing process is also difficult.
o The figures have been taken as approximations 60 feedback.
Reliability of data always remains a prime concern when humans are surveyed. Non-interest,
poor understanding, unclear questions, inability to think instantly and customer biases creeps
in apprehensiveness in the minds of the researcher while tabulating and analyzing the data.
o Data dont represent entire population behavior.
o It is very difficult to measure perception by means of mathematical calculation.
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o It was assumed that respondent have the knowledge of the choice.

DEMAND SURVEY

RESEARCH METHOD:
QUESTIONNAIRE
The questionnaire was carefully developed and tested before they were administered on a
large scale. Each questions contributed to the research objective. The questions presented are
exactly in same wording and in the same order to all respondents. The questionnaire had a
mix type of open ended, closed ended and multiple choice questions. The questions were
limited in numbers and simple.

Sampling Procedure:

i.

Sample Unit

Consumer visited Big Bazaar

ii.

Sample Size

70 Respondents

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Question No. 1
How long have you been shopping at Big Bazaar?
S no.

Options

No. of Respones

Responses in %

A.

Less than 6 months

21

30 %

B.

6 months- 1 year

27

38.5 %

C.

1-5 years

13

18.5 %

D.

More than 5 years

09

13 %

Question No. 2
Do you prefer
visiting
Big
Bazaar for your
needs or any
other shop?
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S no.

Options

No. of Respones

Responses in %

A.

Big Bazaar

56

80 %

B.

Other Shops

14

20 %

Question No. 3
Do promotional schemes and special offers provided by Big Bazaar provokes you to visit
there?
S no.

Options

No. of Respones

Responses in %

A.

Yes

61

87 %

B.

No

09

13 %

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Question No. 4
Do you think that special offers provided on various products affects your demand for that
product?
S no.

Options

No. of Respones

Responses in %

A.

Yes

63

90 %

B.

No

07

10 %

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Question No. 5
Why do you prefer Big Bazaar instead of visiting any other shop in your locality?
S no.

Options

No. of Respones

Responses in %

A.

Customer Service

14

20 %

B.

Special Discount Offers

42

60 %

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C.

Quality Of Products

14

20 %

D.

Others

00

00 %

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Question No. 6
Which category of products you usually purchase from Big Bazaar?
S no.

Options

No. of Respones

Responses in %

A.

Food Bazaar

28

40 %

B.

Fashion At Big Bazaar

17

24.2 %

C.

Electronics Section

04

5.8 %

D.

Others

21

30 %

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Question No. 7
In comparison with other Super Markets, is Big Bazaar really Sabse Sasta?
S no.

Options

No. of Respones

Responses in %

A.

Yes

35

50 %

B.

No

10

14.2 %

C.

On Certain Products

22

31.4 %

D.

Not Sure

03

4.4 %

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SUPPLY SURVEY

MANAGERS INTERVIEW
Q.1- From which companies you get the supply of product for Big Bazaar?
Ans.- a) DJ & C , AFL , Lee Cooper , Levis [ For Clothing]
b) AFL , Woodland , Reebok , Puma [ For Footwear]
Q.2- Why only these companies?
Ans.- Since Big Bazaar targets Middle Class customers so that they can avail latest fashion
and products at cheaper price. We also have made our own brands such as DJ&C, AFL etc.
Apart from these, the most popular brand products among the customers are also found in Big
Bazaar at cheaper price.
Q.3- How the supply of these products are done to Big Bazaar?
Ans.- We have our own transport system through which the products are delivered from our
godowns to the store.
Q.4- Do you get the supply of products on time?
Ans.- Obviously. We follow customer first policy. Priority is given to those products which
are in demand the most. So, if a person visits our store, he/she should be so much satisfied
that they visit our store again and again.
Q.5- Is consumer expectations and needs the most important point that affects your supply?
Ans.- Yes.

Q.6- What are the new techniques to attract the customers depending upon their demand for
products?
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Ans.- We come up with various schemes to attract customers. Apart from this, in April 2013,
we launched a scheme in which if you do shopping of Rs. 1000 or more, you will get a
scratch card coupon through whichyou can get a discount of upto Rs. 500. Latest scheme of
Big Bazaar is that if you pre pay the amount of Rs. 10000, you will get a card through which
you can shop of Rs. 12000, thus providing customer with a great profit.
Q.7- Have you ever experienced supply shock & demand shock at Big Bazaar? If yes, then
for which category of products and what was the reason?
Ans. Last year when onion prices went up, we already had the adequate reserve. Thus, we
were providing onion at much lower rate than the retailer. At that time, there was the huge
demand for onion and we found it really difficult to cope up with the demand.
Q.8- Have you experienced the positive demand shock? Is it true that it also affects your
supply and how?
Ans.- Whenever there is a + demand shock, we ask our suppliers to act according to the
situation. Also, we are always ready for such a situation by maintaining the sufficient
inventories in our godowns.(Not applicable to vegetables and eatables)
Q.9- When there is negative demand shock, how you tend to increase the demand?
Ans.- Although we have never faced such kind of situations, but if it ever happens, we are
always ready with our reserve plans which come into play only in these situations.(Plans not
disclosed due to Companys Policy)

Findings of the Survey

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From the response of the customers and the interview of the manager, we found that it is
very important for Big Bazaar to maintain equilibrium in both the demand and supply of all
the products in Big Bazaar. They have to update their stores according to demands of the
customers. As the number of customers who visit Big Bazaar for shopping is increasing every
year, so the supply of the products has also become more speedy and fast. So that customers
do not return empty handed from Big Bazaar. There are many interesting and exciting offers
and discounts on the products so as to attract customers and increase their demands more and
more. Customer Service is also a criteria to increase the demands of customers in Big Bazaar.

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