A project report submitted to

SAMANTA CHANDRA SEKHAR (A) COLLEGE, PURI

In partial fulfillment for the award of Degree of Bachelor of commerce

1
 POST GRADUATE DEPARTMENT OF COMMERCE

SAMANTA CHANDRA SEKHAR (A) COLLEGE, PURI

Dr. Elina Kanungo

Assistant Professor,

P.G. Department of Commerce

S.C.S (A) College, Puri

CERTIFICATE
This is to certify that the candidate HARIOM DASH, bearing
College Roll No- BC15-125, a student of +3 Final year commerce for
the session 2017-2018 is a bonafide student of S.C.S (A) College,
Puri. He has done the project paper entitled “MARKETING
STRATEGY OF BIG BAZAAR” is his original piece of work and to the
best of my knowledge, no other candidate has submitted the same
paper for the award of Bachelor’s Degree in Commerce under S.C.S
(A) College, Puri

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Sign of H.O.D Sign of Guide
Date:__/__/2018

DECLARATION

I do hereby declare that the project paper submitted by me

to the P.G. Department of commerce of S.C.S (A) College, Puri in
partial fulfillment of the requirement for Bachelor Degree in
commerce is of my own work neither I have copied or translates it
from others and it has not been submitted to any other institutions
including S.C.S (A) College or published at any time before.

HARIOM DASH
+3 Final Year Commerce

College Roll No: BC15-125

Exam Roll No: 20515074

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 ACKNOWLEDGEMENT

My project paper entitled “MARKETING STRATEGY OF

BIG BAZAAR” would not have been possible without co- operaration
and valuable guidance given by my guide Dr. ELINA KANUNGO,
Asst. Professor in P.G. Dept. of Commerce S.C.S (A) College, Puri. I
take this opportunity to convey my gratitude and obligation to her.

While presenting this seminar paper, I have tried my

best to be precise and objective. Upto-date data and recent finding
of eminent scholars have been included by drawing by recent issues
of learned journals and periodicals. I express my gratitude to the
authorities concern in this respect.

I acknowledge my thanks to my parents , without whose

co-operation and financial provisions this project would not have
been possible.

HARIOM DASH
+3 final Year Commerce

College Roll No: BC15-125

Exam Roll No: 20515074

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 contentS
Page
No.
CHAPTER 1
1-3

 INTRODUCTION
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 METHODOLOGY OF THE STUDTY
 LIMITATION OF THE STUDY

CHAPTER 2
4-16

 LITERATURE REVIEW
 COMPANY PROFILE

CHAPTER 3
17-33

 DATA ANALYSIS AND INTERPRETATION

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CHAPTER
34-36

 FINDINGS
 SUGGESTION
 CONCLUSION

BIBLIOGRAPHY
QUESTIONNAIRE

CHAPTER-1
1.1. INTRODUCTION
Marketing strategy is a long-term, forward-looking approach to planning with the
fundamental goal achieving a sustainable competitive advantage. Strategic
planning involves an analysis of the company's strategic initial situation prior to
the formulation, evaluation and selection of market-oriented competitive position
that contributes to the company's goals and marketing objectives. Scholars
continue to debate the precise meaning of marketing strategy. Consequently, the
literature offers many different definitions. On close examination, however, these
definitions appear to centre around the notion that strategy refers to a broad
statement of what is to be achieved. The marketing strategy informs the marketing
plan, which is a document that lays out the types and timing of marketing
activities. A company’s marketing strategy should have a longer lifespan than any
individual marketing plan as the strategy is where the value proposition and the
key elements of a company’s brand reside. These things ideally do not shift very
much over time. Marketing strategy involves mapping out the company's direction
for the forthcoming planning period, whether that be three, five or ten years. It
involves undertaking a 360° review of the firm and its operating environment with
a view to identifying new business opportunities that the firm could potentially
leverage for competitive advantage. Strategic planning may also reveal market
threats that the firm may need to consider for long-term sustainability.[9] Strategic
planning makes no assumptions about the firm continuing to offer the same
products to the same customers into the future. A marketing strategy grows out of
a company’s value proposition. The value proposition summarizes the competitive

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advantage a company has in its market. The value proposition usually provides
the key message for all marketing. Walmart, for example, is a discount retailer
with “everyday low prices,” and its business operations and marketing
revolve around that. A company is never creating a marketing strategy from
scratch.

The distinction between “strategic” and “managerial” marketing is used to

distinguish "two phases having different goals and based on different conceptual
tools. Strategic marketing concerns the choice of policies aiming at improving the
competitive position of the firm, taking account of challenges and opportunities
proposed by the competitive environment. On the other hand, managerial
marketing is focused on the implementation of specific targets." [3] Marketing
strategy is about "lofty visions translated into less lofty and practical goals [while
marketing management] is where we start to get our hands dirty and make plans
for things to happen."[4] Marketing strategy is sometimes called higher
order planning because it sets out the broad direction and provides guidance and
structure for the marketing program.

1.2. OBJECTIVES OF THE STUDY

 To understand the marketing strategy of Big Bazaar.
 To analyze how well the company’s marketing strategies attract customers.
 To understand the expectations and requirements of customers.
 To understand how Big Bazaar convert consumers into customers . (edited)

1.3. SCOPE OF THE STUDY

Most business people agree that good planning is essential for business success. A
marketing plan is a detailed roadmap that outlines all your marketing strategies,
tactics, activities, costs and projected results over a period of time. The plan keeps
your entire team focused on specific goals - it's a critical resource for your entire
company. It takes time to develop a marketing plan. This study is moreover focused
towards the marketing strategy of big bazaar and the study is being confined to last
10 years.

1.4. METHODOLOGY OF THE STUDY

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  Observing the marketing mix adopted by the company.
 Preparing a questionnaire and distributing it to the customers of Big Bazaar
and knowing their responses.
 Analyzing the responses received by questionnaire method of 200 people
(edited)
 The study is based on secondary data as well as primary data(edited), which
have been collected from different journals, papers, bulletins, magazines,
annual reports and through internet also.
 The data is being analyzed with the help of important statistical techniques.

1.5. LIMITATION OF THE STUDY

 The study is based on a questionnaire method by including 100

people(edited)
 The study has been conducted within the boundaries of a particular branch
of big bazaar
 The study has not been related to any other supermarkets.

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 CHAPTER-2
2.1. REVIEW OF LITERATURE

1. According to Cavusgil and Zou (1994)

Marketing strategy can be defined as “the means by which a firm respond to
interplay of internal and external forces to meet the objective of the
export venture”.

2. According to Mazzarol (2000)

“At the commencement of the new millennium, small businesses are being
heralded as the engine of economic growth, the incubator of innovation, and
the solution to decades of persistent unemployment the fulfillment of the
enormous potential of the sector has been consistent theme since the
commencement of industrial revolution”.

3. According to JONLEE ANDREWS and DANIEL C. SMITH

The profitability of established products is affected greatly by the extent to
which they are meaningfully differentiated from competing alternatives.
Maintaining meaningful differentiation, in turn, is facilitated by ongoing
development of creative marketing programs. Although marketplace
observation reveals a general lack of creativity in the way established
products are marketed.

4. According to Theodore Levitt, The Marketing Imagination

Marketing seems to be reduced to a price war in one form or another, and
the low price brands are winning.

5. According to Daniel Adams

Although new products have been called lifeblood of a firm, the bulk of most
firms’ earnings come from well-established products with proper marketing
strategy.

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6. According to the American Marketing Association (AMA)
Marketing strategy is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.

7. According to Dr. Philip Kotler

Marketing strategy as “the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled needs and desires.

8. According to Jay Baer President, Convince & Convert. Author with

Amber Naslund of the Now Revolution
Marketing strategy is the messages and/or actions that cause messages
and/or actions. –Marketing includes research, targeting, communications
(advertising and direct mail) and often public relations.

9. According to Mary Ellen Bianco – Director Marketing &

Communications, Getzler Henrich & Associates LLC
Marketing strategy is to sales as plowing is to planting for a farmer—it
prepares an audience to receive a direct sales pitch.

10. According to Renee Blodgett – Chief Executive

Officer/Founder,Magic Sauce Media
Marketing strategy is an ongoing communications exchange with
customers in a way that educates, informs and builds a relationship over
time. The over time part is important because only over time can trust be
created. With trust, a community builds organically around products and
services and those customers become as excited about the products as
you are — they become advocates, loyal evangelists, repeat customers
and often, friends. Marketing is a really great way to identify what grabs
people and gets them excited about your brand and give it to them, involve
them in the process, and yeah, the best part, build great friendships in the
process

11. According to Mark Burgess –Managing Partner, Blue Focus

Marketing
Marketing strategy is the process by which a firm profitably translates
customer needs into revenue.

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12. According to Marjorie Clayman – Director of Client Development,
Clayman Advertising, Inc.
Marketing strategy is building your brand, convincing people that your
brand (meaning your product/service/company) is the best and protecting
the relationships you build with your customers.

13. According to Saul Colt – Head of Magic, Fresh Books

Marketing strategy is creating irresistible experiences that connect with
people personally and create the desire to share with others.

14. According to Steve Dawson – President, Walkers Shortbread Inc.

Marketing strategy is products that don’t come back and consumers that
do.

14. According to Sam Decker – Co-founder and Chief Executive Officer,

Mass Relevance
Marketing strategy is making connections between customers with your
products, brand(s) and business, such that they are likely to buy from you.
Or as Regis McKenna said, “Marketing is everything.”

15. According to . Shennandoah Diaz – President and Master of

Mayhem, Brass Knuckles Media
Marketing strategy has little to do with the service provider and everything
to do with the customer. Marketing educates and engages the customer,
satisfying their needs while simultaneously positioning the service provider
as a trusted advisor and source. Good marketing is a two way street.
Great marketing understands what the customer wants and gives it to
them

16. According to Steve Dickstein – Chief Executive Officer, Hugo

Naturals
Marketing strategy is delighting a consumer, customer and/or user to
achieve a profit or other pre-established goal.

17. According to Antoine Didienne

Marketing strategy is essentially involved in outward communication, in
promoting the corporate goals of the company it is serving. It is the
process through which companies accelerate returns by aligning all

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 communication objectives (advertising, marketing, sales, etc), into one
department to more efficiently achieve the overall corporate goals.

18. According to Gini Dietrich – Chief Executive Officer, Arment Dietrich,

Inc.
Marketing strategy is branding, naming, pricing, and the bridge between
paid and earned media. It is NOT sales.

19. According to Sam Fiorella –Web/Social Media Strategist, The Social

Roadmap
Marketing strategy is the business’ play-maker. As with successful hockey
franchises, the most valuable player is not always the player who scores
the most goals but the player who creates the play that allows others to
score (think Gretzky, Crosby or Orr). A great marketing team assesses the
brand’s playing field, quickly captures their competitor’s position, strengths
and weaknesses, maps it against their team’s position, strengths and
weaknesses and puts the puck on the stick of the salesperson with the
greatest opportunity to score.”

20. According to Paul Flanigan – Consultant, Experiate.net

Marketing strategy is the act of developing an engaging relationship with
every single human being that shows an interest in you.

21. According to Dr. Augustine Fou, Founder, Marketing Science

Consulting Group, Inc.
Marketing strategy is the process of exposing target customers to a
product through appropriate tactics and channels, gauging their reaction
and feedback, and ultimately facilitating their path to purchase.

22. According to Chris Garrett – Chrisg.com

Marketing strategy is the process of building relationships with prospects
and customers so that you can profitably develop and promote products
and services.

23. According to Josh Glantz – Vice President and General Manager,

PCH Online-Publishers Clearing House
Marketing strategy is the conversation between a company or brand and a
consumer that ultimately leads to brand recall, preference or a
transaction. In today’s socially networked world, that conversation is being

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 disintermediated by word of mouth referrals. Traditional marketers will
have to work harder to get ahead of and to influence this trend.

24. According to Jeffrey Hayzlett – The Hayzlett Group, Author of The Mirror
Test
Marketing strategy has to examine why you’re in the game and ask the
tough questions. Next, there has to be a plan—and it must be tied to
specific sales expectations –clear conditions of satisfaction. Passion is not
a substitute for planning. Remember, buzz is NOT sales. Tension is good.
Good healthy debate causes tension and moves your group forward. Take
risks and don’t be afraid to make mistakes. No one ever died because of a
marketing campaign. If you want to grow you’ve got to get out there. Get
your business into a new stratosphere.

2.2. COMPANY PROFILE

BIG BAZAAR

Parent Group Future Group

Owner Kishore Biyani (CEO)
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail

Big Bazaar is an Indian retail store that operates as a chain

of hypermarkets, discount department stores, and grocery stores. The retail chain
was founded by Kishore Biyani under his parent organization Future Group, which
is known for having a significant prominence in Indian retail and fashion sectors. Big
Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar (abbreviated
as fbb) and eZone where at locations it houses all under one roof, while it is sister
chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.

Founded in 2001,[3] Big Bazaar is one of the oldest[4] and largest hypermarkets
chain[5][6] of India, housing about 250+ stores in over 120 cities and towns across
the country. BIG BAZAAR is a public type of retailing industry Founded in 2001
Headquarters in Mumbai Maharashtra, India Product :- Hypermarket Revenue :-
11000 crore (US$1.7 billion) crores (in 2012) (Big Bazaar and Food Bazaar
combined) Employees :- 36000 people Parent.

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Big bazaar is a chain of shopping malls in India. Big bazaar offers a wide range of
merchandise including fashion and apparels, food products, general merchandise,
furniture, electronics, books, fast food and leisure and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations.

A typical Big Bazaar is spread across around 50000 sq. feet of retail space. While
the larger metropolises have Big Bazaar family centers measuring between 75000
sq. feet and 160000 sq. feet. Big bazaar express stores in smaller towns measure
around 30000 sq. feet. Led by its flagship enterprise, Pantaloon Retail, the group
operates over 12 million square feet of retail space in 71 cities and towns and 65
rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail
employs around 30,000 people and is listed on the Indian stock exchanges. The
company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls.
In the value segment, its marquee brand, Big Bazaar is a hypermarket format that
combines the look, touch and feel of Indian bazaars with the choice and
convenience of modern retail.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic
expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in
Kolkata, Hyderabad and Bangalore. The group’s specialty retail formats include,
books and music chain, Depot, sportswear retailer, Planet Sports, electronics
retailer, eZone, home improvement chain, Home Town and rural retail chain,
Aadhaar, among others. It also operates popular shopping portal.

Future Capital Holdings, the group’s financial arm provides investment advisory to
assets worth over $1 billion that are being invested in consumer brands and
companies, real estate, hotels and logistics. It also operates a consumer finance
arm with branches in 150 locations.

The central objective for earlier businesses of Big Bazaar w was to bring in
stability and consolidation. They were built to enforce order. However, in the
new era where nothing remains constant, the dominant theme for
businesses needs to be speed and imagination. The new macro-
differentiator can be design. Design is helping companies to sell
differentiated experiences and solutions that connect with the consumer’s
emotions. It’s no longer about selling products and services alone. Nor is it
just about completing transactions. Every time a customer walks in, it is an
opportunity to build a relationship and invite the customer to become a part
of the transformational scenario. Design management is helping us position

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the customer at the center of every decision we take and also operate with
true entrepreneurial spirit.

India’s National Council for Applied Economic Research estimates that the nation’s
middle class population currently comprises about 17 million households – 90
million people – with annual earnings ranging between $4,500 (£2,400) and
$22,000 (£11,736). An additional 287 million could be termed as ‘aspirers’ or those
that hope to join the middle class in the near term. Rising incomes, particularly in
the lower and middle-income households, are impacting retail growth in India as
these groups tend to spend more on upgrading and diversifying their lifestyles,
eating out and moving on to processed and convenience foods.

The large and growing young working population is a preferred customer segment
for Big bazaar. These young people are early adopters of most modern product
lines. The ongoing boom in sectors such as information technology and business
process outsourcing has created a clientele with high disposable income and a
increased demand for lifestyle merchandise such as watches, cosmetics and
perfumes. This is a much-travelled and brand-savvy urban population. Interestingly,
an estimated 40-50% of the Indian working woman’s salary is spent on apparel and
footwear. Eating out, mobile phones and accessories make up the other leading
spending options. Big Bazaar specifically target young, working professionals,
home makers who are primary decision maker.

All our lines of business are consumer centric and I believe that if we are to be in
the larger consumer space, we would need to keep changing, evolving and
accordingly be flexible in our business plans. Consumers are the same everywhere;
we are only bound by our social systems. Their desires, greed’s and needs are
similar. The value for money proposition is so ingrained in the Indian consumers
mind that he needs to be shown true value all the time.
Therefore, all our current and future businesses would necessarily have the
common denominator as the consumer.
All our alliances and relationships with many company’s have been built, keeping
the synergies of business and consumer offerings in mind.

Future Group is a corporate group and nearly all of its businesses are managed
through its various operating companies based on the target sectors. [8] For e.g.,
retail supermarket/hypermarket chains Big Bazaar, FBB, Food Bazaar, Food Hall,
Hometown etc. are operated by its retail hand, Future Retail Ltd, while its fashion
outlets Brand Factory,Central, Planet Sports etc. are operated via another of its
subsidiaries, Future Lifestyle Fashions.[10] With these many fashion outlets and
supermarket, the group also promotes respectively, its fashion brands like Indigo
Nation, Spalding, Lombard, Bare etc., and FMCGs like Tasty Treat, Fresh & Pure,
Clean Mate, Ektaa, Premium Harvest, Sach etc. It also has operating companies to

15
cater specifically to internal financial matters and consulting within its group of
companies.

1. Image of the company among customers

“Is se sasta aur accha kahin nahi” Nothing captures the sprit of Big Bazaar better
than this one liner. It is a simple statement and yet it positioned at the top of Indian
customers mind. It shows that big bazaar was built on the foundation of
entrepreneurship and simplicity. They believe in service and value for the
customers. They consider that it is their only duty to keep customer in mind at every
step, they go that extra mile and buy directly from source in bulk so that they can
get best rates by keeping the margin low

Big Bazaar is constantly on the lookout for finding new ways and means to improve
the current state of affairs. Thus, innovation is a very important aspect of their
working strategy. The other very important philosophy is that of Indian lifestyle. All
the concepts and formats as well as the way of doing things are very Indian. The
way Big Bazaar is designed and the way the whole concept has developed reflects
a sense of Indian day today lifestyle.

2. SERVICES OFFERED BY BIG BAZAAR

Big Bazaar provides a wide range of services to its customers like Trial rooms ,
elevators, car parking , security, baggage counter , trolleys so that one could shop
easily

They even provide them with after sale services in case of buying electronic items.
One of the major service provided by them is one stop shop as one could get a
whole range of items under one shop and at the most reasonable price. They
always have their outlets in such a location where it is easy to commute.

They have also given major emphasis to convince for customers in which layout
has played a major role. The layout of the store is so effective that customers find
their way out of what they want. Big Bazaar provides good employee service i.e
their salesmen are always redy to provide help. Employee service is often

16
neglected as part of good retail marketing but customer and employee interaction
can be used as the significant tool for retail marketing.

3. VISUAL MERCHANDISING

Visual merchandising at Big Bazaar uses “Store display for promotional purpose,
but as customers are becoming more sophisticated, Big Bazaar has found various
techniques for effective display for providing information and communicating image
of the store to the customers, helping them in taking purchase decision and
creating exciting shopping environment” Big Bazaar not only uses visual
merchandising for promoting their product, but they use it as a significant tool for
creating appropriate store environment and influencing purchase decision of
customers.
They use danglers and hoardings at the entrance of the store as this may be a
deciding element in a consumer’s decision to enter a store. It uses various visual
merchandising like it uses remarkable window display for creating a shopping
environment as it creates initiative impression in the mind of customers as window
display also sometimes become a deciding factor whether to enter the store or not .

Retailers develop visual merchandising in order to relate customer’s social life with
the product, arouse their personnel interest for the product. “Retailers can use
combination of elements of in store display; such as colour, texture, lighting,
fixtures, graphics, signage.”

4. PROMOTIONS

Big Bazaar uses various promotional strategies like the prices on Wednesdays are
very low compared to other retailers, this helps is bringing in a huge number of
customers they even have a concept of “BIG DAY” which means they give huge
discounts to their customers on the 26TH of Jan and on 15TH August. On such days
they come up with promotional offers like bring old items from your house and take
huge discounts and freebies.

They come up with offers like

School Jao Khushi Khushi:

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  Discounts on all school requirements like school bags, water bottles &
lunchboxes.
 lWin a pencil case with every purchase worth Rs. 500 & above
 lSend us your experience of the “Best day that you had in school” – the most
humorous one will get a free shopping trip worth Rs 1,000/-
 lLucky draw – shop for Rs 1,000 & above, drop in your kids name into our
drop box – 10 lucky kids will get 30% off on an NIIT course
 lShop for Rs 500 & above, drop in your kids painting the best painting will get
sponsored for an art course.
Khushi ki barsaat:

 “Discounts ki barish” – various discounts across the board

 Special discounts on raincoats & umbrellas
 Lucky Draw – On purchases worth Rs. 1000 & above – drop in your name
into our drop box & you could be one of the 3 families to enjoy the rains in
Goa.
 Purchase goods worth Rs 500 – complete the slogan – I love the rains in
Mumbai because… & win you own customized umbrella – get your friends &
family photograph screen printed on it.

Steal a deal:

 Each object will have their individual price-tags.The consumer bargains on

the MRP with the counter sales girl. The counter sales girl will be given a
“lowest bargain” slip for each piece of merchandise. The consumer who is
able to match the best “low bargain” walks away with her goodies.

5. TARGET MARKET
1. Big Bazar targets higher and upper middle class customers
2. The large and growing young working population is a preferred customer
segment
3. Big Bazar specially targets working women and home makers

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6. MISSION & VISION OF BIG BAZAAR
1. Future Group shall deliver Everything, everywhere, every time for every Indian
Consumer in the most profitable manner.
2. 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
3. Big Bazaar target to upper middle class and higher customers.
4. The large and growing young working population is a preferred customer
segment.
5. Big Bazaar specially target working women and home maker who are the
primary decision maker.

7. PRODUCT ASSORTMENTS

1. Large number of categories

2. Brand options
3. Local brands
4. Diverse merchandise
5. Customizable Product with consumer needs

8. HISTORY OF BIG BAZAAR

Big Bazaars journey began in October 2001, when the young, first generation
entrepreneur Kishore Biyani opened the countrys first hypermarket retail outlet in
Kolkatta (then Calcutta). In the same month, two more stores were added one each
in Hyderabad and Mumbai, thus starting on a successful sojourn which began the
chapter of organized retailing in India.

Speaking on this momentous occasion and remembering the days of

conceptualising the hypermarket idea Mr. Kishore Biyani said, We initially decided

19
to name the format as Bazaar because we had designed the store keeping the
Indian mandi style in mind. Since the size of the hypermarket was big than an
average mandis, the thought came to name it as Big Bazaar.However, we had
freezed on the punch line Isse Se Sasta Aur Achha Kahi Nahi much before we met
the creative agency to design the final logo of Big Bazaar.

Though, Big Bazaar was started purely as a fashion format including apparel,
cosmetics, accessory and general merchandise, the first Food Bazaar format was
added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar,
with its wide range of products and service offering, reflects the aspirations of
millions of Indians.

The journey of Big Bazaar can be divided into two phases one pre and the other
post January 26th, 2005, when the company rewrote the retail chapter in India, with
the introduction of a never-before sales campaign Sasbe Sasta Din. In just one day,
almost the whole of India descended at various Big Bazaar stores in the country to
shop at their favourite shopping destination.

Further, what followed was the time and again rewriting of the Indian Retail
experience, wherein understanding of the Indian consumers reflected in the
products and services offered, creating innovative deals, expanding in the tier II and
tier III towns, tying up with branded merchandise to offer exclusive products and
services to its customers.

Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. retail
space and driving over 110 million footfalls into its stores. The format is expecting
the number of footfall in the storesto increase by over 140 million by this financial
year. Over the years, Mr. Biyani for his vision and leadership, and Big Bazaar for its
unique proposition to its customers, have received every prestigious consumer
awards both nationally and internationally.

Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is
important in our journey is not the number of stores, but the customers faith in us.
Its the India and the Indians, which have helped us, reach this feat in such a short
time span and today our country is creating a history in the World organized Retail.

Rajan Malhotra, who is also the first employee of Big Bazaar, joining the
organization in early 2001 adds, Since beginning, we have kept Big Bazaar as a
soft brand, which reflects the India and the Indianess. We believed in growing with

20
the society, participating and celebrating all regional and local community festivals,
giving customers preferences above everything else.

THE EVOLUTION…

The Past

1. Aggressive expansion – into new geographies, categories and businesses

2. Established leadership in all key consumption centers and in all key categories
for modern retail

3. Created multiple businesses and established our footprint across the country

4. Leverage scale, size & knowledge acquired to drive home efficiencies &
productivity in the business

The Present

1. Focus on profitable growth in key consumption categories - fashion, food,

general merchandise and home

2. Focus on free cash flows, a deleveraged balance sheet, maintain low gearing
ratios, and improve working capital management

The Future

1. Three independent entities focused on hypermarket, fashion and food /

distribution

2. Growth fueled through internal accruals

3. Create India’s dominant players in hypermarket & fashion businesses

Milestones Achieved:

 Divesture of the financial services business to Warburg Pincus – Completed

 Divesture of stakes in insurance business –Initiated with L&T and IITL and
expected to be closed by September’13

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  Demerger of Pantaloons business and deleveraging of balance sheet through
transfer of Rs 1,600 of debt – Completed
 Demerger and consolidation of lifestyle fashion business into an independent
entity– Completed

CHAPTER 3
DATA INTERPRETATION AND ANAYLYSIS
1. Income wise distribution of customers coming to Big Bazaar
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%

22
 Sales

5%

25%

Higher Income Group

Middle Income Group
Lower Income Group
50% No Income Group
20%

Analysis:

The above diagram shows the distribution of income level of customerscoming in to

big bazaar. Among the 200 respondents 50% of customers are of middleincome
level that is between Rs20000 – 60000. Least number of customers visiting
Big bazaar are the higher income level people that constitute only 5%. The lower
incomelevel of people coming to big bazaar constitutes of 20%. 25% of people
belong to noincome group which mostly consists of students.

Interpretation:
Big bazaar is the hub of shopping for middle level income group people because of
its reasonable price on its each product category. The higher-levelincome group
people don’t prefer to do shopping in big bazaar, as it doesn’t deal with branded
products. The higher-level income group people are very status conscious andtheir
psychology is such type that they don’t prefer much to visit big bazaar, as it is
discounted store. The lower income group people come in to big bazaar as they get
good sat a discounted price. Hence big bazaar should include branded products in
its product category, which will encourage higher income group people to come in
to big bazaar. Probably not much of lower income group people come to big bazaar
as they don’t like to have any shopping experience rather they just go for nearby
store where they can get their necessity goods. Even they purchase goods on a
regular basis on a small quantity. So they don’t have much interest to come to big
bazaar and do shopping

23
2. Purpose behind visiting Big Bazaar
Shopping 60%
Outing 10%
Both 30%

Sales

30%

Shopping
Outing
Both
60%
10%

Analysis:

O u t o f t h e 2 0 0 re s p o n d e n t s 6 0 % o f re sp o n d e n t s vi s i t b i g b a za a r
f o r shopping, 10% for outing and 30% visit big bazaar for both the purposes.

Interpretation:

From this I interpret that big bazaar is purely a shopping complex but it also
facilitates a certain kind of ambience and decorum to the people that they also visit
it for the purpose of outing. The infrastructure and ambience of big bazaar is so
that people even like to go there even also they don’t have to purchase anything.
People enjoy doing shopping in big bazaar. This is very nice for it as often
customers purchase some goods while moving I the building

3. Demand for other retail outlets at mall

24
Garment Outlet 40%
Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%

Sales

10%

Garment Outlet
10%
Footwear Outlet
40%
Food Court
Entertainment
20% Gift Corner
Jewellery and watches store

15%

Analysis:

The above graph shows that 40% of people visit garment outlet in a mall
other than that of big bazaar. 20% of people also prefer to visit food court in a mall
other than big bazaar. 15% of the people go to footwear outlet in a mall other than
big bazaar.10% of people also go to mall for entertainment purpose. Some people
that are 15% each also visit gift corner store and jewellery & watches store in a mall
other than big bazaar.

Interpretation:
From this analysis I come to know that most of the people tend tovisit garment
outlets in a mall other than big bazaar as it has some exclusive branded
outlets. People also go for footwear stores as malls have branded
footwear stores in it. People go for watching movies to mall for
entertainment. Yet a few people visits gift corners and jewellery stores in a
mall. This is of course a threat for big bazaar that it isnot able to attract
customers from other retail outlets and retain them with it. Big bazaar should
definitely include more of branded products in its product category in order
25
 to bring in the customers of mall to it and retain them with it. It can include
some of the exclusive branded outlets of cloths and jewellery in it in order to
attract the brand choosy customers.

4. Products mostly purchased by customers in big bazaar

Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Gift Item 10%
Any other Item 10%

80%

70%

60%

50%

40%
Series1
30%

20%

10%

0%
Clothes Grocery Food Item Leather Gift Item Any other
Item Item

Analysis:
This graph shows that cloths and grocery are the only two items on whichcustomers
mostly prefer the brands that is 40% each. 33% brand preference is on giftitems
and 25% is on electronic items. Brand preference on leather items is 2% and
12%on any other item.
Interpretation:
From this I interpret that some of the products brand are predecidedin advance and
for some of the products customers don’t at all predecide any brand. As per
electronic goods are concerned customers predecide the brand as many
brandedelectronic products are available in big bazaar. The customers predecides
brands oncloths and grocery most as big bazaar produces much of local brands

26
 and also have somewell known branded products of clothes with it like flying
machine jeans.

5. Method Of Payment
Cash Payment 73%
Credit card 21%
Debit card 6%

6%

21%
Cash Payment
Credit card
Debit card

73%

Analysis:
As per my study is concerned, out of the total respondents 73% of peoplemake
cash payment in big bazaar. 21% of them uses credit card as their mode of
paymentand 6% of the people makes payment in big bazaar through their debit
card.
Interpretation:
As per the obtained data I interpret that maximum number of people makes cash
payment in big bazaar. A fraction of people uses their credit card for payment in big
bazaar and a very few people uses their debit card for payment. I caninterpret that
quick exchange of money for goods is done in big bazaar as most of the people
mode of payment is cash payment. Hence some times big bazaar has to wait for a

27
short time period as some of the customers make their payment through credit and
debit card.

6. Expenditure pattern of customers coming in to big bazaar

Below Rs.500 /single visit 11%

500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%

EXPENDITURE PATTERN

11%
29%
Below 500
16%
500-1000
1000-1500
1500-2000
More than 2000
22%
22%

Analysis:

We can clearly see from this graph that majority of the customers spend a lot in big
bazaar that is 29% of people spend more than Rs2000 in a single visit to big
bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500
and Rs 1500-2000 respectively in a visit to big bazaar.16% of people spend Rs
500-1000 and only 11% of customers are there who spends less than Rs500 in
their visit to big bazaar.

Interpretation:

From this I interpret that most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more goods

28
 from big bazaar as it provides goods at a discounted rate. Probably those persons who
spend more in a visit to big bazaar are purchasing on a monthly basis. Those customers
who are spending very less money that is below Rs 500 are mostly coming in just to move
around big bazaar and spend time. In the process they used to spend money on food items
and also purchase some products while roaming in it. Impulse buying behavior of
customers comes in to play to a large extent. More discounts shall be provided to people
who does bulk purchase. This will encourage people to purchase more products.

7. Time spent by customers in shopping in big bazaar

Less than half an hour 10%

Half an hour to 1 hour 15%

1 hour to 1 1/2 hours 35%

1 1/2 hours to 2 hours 22%

More than 2 hours 18%

35%
30%
25%
20% 35%
15% Series 1
22%
10% 15% 18%
5% 10%
0%
Less than Half an hour 1 hour to 1 1 1/2 hours More than 2
half an hour to 1 hour 1/2 hours to 2 hours hours

Analysis:

People spend a lot of time in shopping in big bazaar. Majority of the respondents
(35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 22%
respondents also said that they spend 1 ½ hours to 2 hours in their visit to big
bazaar. Only 10% of people said that they spend very little time that is less than
half an hour in big bazaar.

29
 Interpretation: As per the given data I interpret that customers are very product
choosy now a days and that’s why they spend a lot of time in shopping in big
bazaar. Probably customers might even be spending more time in big bazaar as it
provides a very nice ambience and atmosphere for the people to shop in. Hence
those persons who spend half an hour or less than half an hour in big bazaar are
those persons who just come to purchase limited products and come only because
of low pricing of products. People also spend much time in it but purchase very few
goods. The sales personnel should focus on the people who take long time in
shopping and purchases a lot and provide special kind of service to them as they
are the major customers.

8. Comparison of footfalls in weekdays and weekends

Weeks days 40%

Weekends 60%

FOOTFALLS

40%
Weeks days
Weekends
60%

Analysis:
The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays
where as 60% of people visit big bazaar in weekends.

30
 Interpretation:
I can clearly interpret from this that most of the people tend to visit big bazaar in
weekends rather than that of week days. There are more footfalls in big bazaar in
weekends than that of week days. Though there is not much difference as 40% of
people visit big bazaar in week days hence in weekends the footfall increases by
10%. As people come more in weekends, so big bazaar should keep it open for
more time in week ends. The infrastructure can be changed a bit in week ends so
that customers can see more products clearly and can move around comfortably. In
order to bring in more number of customers in week days big bazaar should provide
some schemes in week days which will encourage people to come in to it in week
days also. Hence the crowd is more in weekends and big bazaar should avail more
parking spaces for its customers in weekends. It can make some temporary
arrangement for parking every weekend. It should not spend much money in
advertising and displaying of products in weekdays rather it should advertise and
display products more in weekends as more number of people comes in weekends.

9. Customers preference of timing to visit big bazaar

10 A.M - 1 P.M 8%

1 P.M – 3 P.M 17%

3 P.M – 6 P.M 35%

6 P.M – 10 P.M 40%

31
 8%

17%
40% 10 A.M - 1 P.M
1 P.M – 3 P.M
3 P.M – 6 P.M
6 P.M – 10 P.M

35%

Analysis:
The above pie chart shows that most of the people prefer to visit big bazaar in
evening time than that of the day time. Only 25% of people tend to visit big bazaar
during day time while 75% of people tend to visit big bazaar during after noon time.

Interpretation:
From the above analysis I interpret that evening time is the peak time for big bazaar
and day time is the off peak time for big bazaar. There is more number of people
found in big bazaar during evening time than that of day time. Probably more of
products are being sold during evening time in big bazaar than that of day time. Big
bazaar shall provide some special offerings during day time so that more people
should come in during day time. It could offer some special kind of product in
daytime which will be not available during evening time. In this way it will bring in
more number of people during day time for getting the special kind of products but
along with that it will be able to sale other products as people do a lot of impulse
buying at big bazaar.

32
10. Comparison of customers purchasing with planned list of

products and purchasing products on unplanned basis

Yes 50%

No 40%

Ever 10%

10%

yes
50% no
ever
40%

Analysis:
As shown in the graph out of my total respondents of 350, 50% of customers come
to big bazaar with a planned list of products. 40% of people come in to big bazaar
without any planned list of products to be purchased from big bazaar.

Interpretation:

33
 As per the data obtained from the customers of big bazaar I interpret that most of
the customers comes in to big bazaar with a planned list of products. Few
customers come to big bazaar without any planned list of products and purchases
products depending on their selection. These people basically come to the mall and
hence get in to big bazaar. Depending on the product category and brand and
quality of products they purchases goods. Some couples come to mall and go to
food bazaar to have food together and to have chit chat among them. The customer
who comes with a planned list of products purchases more products than that of the
customers who comes without any planned list of products. So big bazaar should
provide more variety and essential goods so that more number of people should
come in with a planned list of products.

11. Brand preference of customers in big bazaar

Yes 10%

No 50%

Depends on category 40%

BRAND PREFERENCE

10% Yes

40%
No

50% Depends on
category

Analysis:

34
 As seen in the above chart it is clearly known that only 10% of people come in to
big bazaar with a list of brands in advance. 50% of people completely deny that
they don’t prepare in list of brand in advance. 40% of people told that they prepare
a list of brand depending on the product category.

Interpretation:
From this I interpret that customers don’t opt for much brand preference while
purchasing products in big bazaar. A few customers search for brands but
depending on the product category. Customers probably don’t decide for brands on
products as there are not much of known branded products available at big bazaar.
On product categories like grocery and clothes, big bazaar has many local branded
products. Customers purchase a lot of these as its cheap in price even though its
quality is not so good. As most of the customers belong to lower class and middle
class people, they purchase those local branded products as it gives them value for
money. Different products of the same category have different prices. Quality of
products varies with the price. This enables customization of products for various
types of customers. Customers search for brands mostly in apparel section. Some
customers also pre decides the brand on the local manufactured grocery and food
products of big bazaar. Big bazaar should include more of the branded products in
its each category so that customers have more options to choose among the
brands. This will bring in more number of people to big bazaar which will definitely
increase the sales.

12. Services of the sales personnel in Big Bazaar

Very good 17%

Good 29%
Ok 36%
Poor 13%
Very poor 5%

35
 40%

35%

30%

25%

20% 36%
15% 29%

10% 17%
13%
5%
5%
0%
Very good Good Ok Poor Very poor

Interpretation:

From this I interpret that 36% customers realize service of sale personnel in Big
Bazaar is OK, 29% realize good, 17% realize Very Good, 13% realize Poor and
5% customers is very dissatisfied with sales personnel’s in Big Bazaar.

13. Comparison of Big bazaar with others Organized retailers

based on following points

Retailers Price Service Variety Quality Convenience Shopping Ambience

Experience

Big 45% 50% 55% 52% 54% 46% 58%

bazaar

O. Org. 55% 50% 45% 48% 46% 54% 42%

Retails

36
 60

55

50

45

40 Big bazaarO. Org. Retails

Series 2
35

30

Interpretation:

I interpreted from this that other organized stores is another competitors of big
bazaar. It is a threat for big bazaar as some of the attributes of other organized
stores store provides more satisfaction to customers. Big bazaar should try to
improve on each of its attributes and out compete the other organized stores.

14. THE WEDNESDAY SALE

Big bazaar introduced a concept of Wednesday sale to increase its sales figure by
a huge margin. Following are some of the statistical analysis of Wednesday sale:

 44% of the people do their clothing

 Shopping in Big Bazaar.
 53% of the housewives do their
 food items shopping in Big Bazaar
 on Wednesday.
 62% of the people visit big bazaar due to low prices and discounts.

37
38
Analysis:
The above graph shows that the respondents are highly agreeing to the fact that
they will do more and more shopping on Wednesday sales by which the sales
figure of Big bazaar will increase. Wednesday sale vastly impacts on its customer
base by providing huge discounts on food items and clothes. Big bazaar potentially
concentrate on its clothing department on Wednesdays to give more and more
discount to its customers. The customer base of big bazaar is large enough to take
that discount for granted and hence help in increase the sale of the company.

Interpretation:
From the above graph it interpreted that customers are more interested in
Wednesday sales, as they get huge discounts on food, clothing, electronic etc. The
above graph shows that there is an increase in the sale of food items and clothes
as the company provides more discount on those products. Besides all of this there
were some high class people who remained neutral during this Wednesday sale.

39
 CHAPTER 4

1. FINDINGS

1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.

2. At present time Big Bazaar provide different types of product assortments to the
customers.

3. Continuously opening of Big Bazaar chains in different major cities, increasing

quantities of the customers & profit show that Big Bazaar most accepted name in
organized retail chain in India.

4. Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.

5. Big bazaar has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7. Big bazaar holds a huge customer base. The majority of customers belong to
middle class family.

8. Impulse buying behavior of customers comes in to play most of the times in big
bazaar.

2. SUGGESTIONS
 Big bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar.

 Big bazaar should provide large parking space for its customers so that they can
easily park their vehicles.

 It should make different cash counters for different customers. Cash counter and
credit card payment counter should be placed differently in order to reduce the rush

40
 and save the customer’s time. This will be a kind of motivator for the customers of
big bazaar.

 The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.

 During the off peak hour’s big bazaar should provide some offers to its customers
so that people would be encouraged to come to big bazaar during off peak hours.
The customers who are present in the mall during the off peak hours of big bazaar
will definitely go in to big bazaar if surprise offers are made at that time.

 Customer care department is needed to take proper care of customer complaints

and queries. The person sitting at the help desk of big bazaar should be able to
provide all necessary information to the customers whenever it is required.

 The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

3. Conclusion

Big bazaar is a major shopping complex for today’s customers. It is a place where
customers find variety of products at a reasonable price. Big bazaar has a good
reputation of itself in the market. It has positioned itself in the market as a
discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around
big bazaar. Volume sales always take place in big bazaar. Impulse buying behavior
of customers comes in to play most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels,

grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes
with all the specialty stores of different products which provide goods at a
discounted rate all through the year. It holds a large customer base and it seemed
from the study that the customers are quite satisfied with big bazaar. As of now
there are 34 big bazaars in different cities of India, it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.

Different types of products starting from a baby food to pizzas all are available
under one roof. In Delhi it is the middle class people who mostly do marketing from

41
big bazaar. Even most of the people do their monthly shopping from big bazaar.
People not only visit big bazaar to do shopping but also visit for outing purpose as it
provides a very nice ambience to its customers. As people go to malls they just
tend to move around big bazaar whether it is for shopping purpose or for outing
purpose. Grocery, apparels and food items are the products which are demanded
most by the customers of Delhi in big bazaar. The major drawback of big bazaar is
that it lacks in providing enough parking space for its customers. This may
discourage the customers to come to big bazaar and shop as they face difficulty in
parking their vehicles. Even though some customers say that they don’t feel
problem in parking their vehicle, it is because of the parking space available to them
by the mall. As it is surveyed it seems that the biggest competitors of big bazaar are
the kirana stores, discounted specialty stores like Vishal mega mart, Delhi bazaar
Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.

42
 Bibliography

BOOKS

► Kotler Philip, marketing management, (Pearson education, 12 th edition)

► Malhotra K. Naresh, marketing research (An applied orientation), Research

design, (Prentice hall of India pvt. 5th edition)

► Berman B and Evans J.R, Retail Management (Pearson education, 10 th

edition)

► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4 th edition )

► Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

INTERNET WEB PAGE

 Bigbazaar.co.in

 Organizedretail.co.in

 Retail seminar. In

 Scribd.com

 Retailing.co.in

 Wikipedia.org

 Slideshare.net

43
 Questionnaire
Respected Sir/Madam

I am student of SCS Autonomous College, conducting a survey of 50 customers of

Big Bazaar. All the data will be kept confidential and will be used only for analysis of
the project. I request you to tick the option which in your opinion believes to be true.

Customers’ Name

Age:

1. Monthly Income Level

Below Rs.10000

Rs.10000-Rs.20000

Rs.20000 –Rs.30000

Above Rs.30000

2. How frequently do you visit big bazaar

Twice in a week

Once in a week

During special offers

Whenever the need arises

3. Are you happy with the location of big bazaar

Yes

No

4. Does the Wednesday sale really affects your purchasing style

Agree

Strongly agree

Disagree

44
Not really

5. Which media influence you to buy from big bazaar?

Hoardings

Newspapers

Television

Brochures

6. How is the customer assistance in big bazaar?

Good

Satisfied

Average

Any other

7. What is your satisfaction level rate about “services” provided byBig

bazaarHghly satisfied

Satisfied

Neutral

Not satisfied at all

8. Do you think that the service of discount offered by big bazaar attracts you
for impulsive buying?

Yes

No

9. Do you feel that the goods sold in big bazaar are relatively morecostly than
that of other malls?

Yes

No

45
10. Rank the following features that encourage your purchase in bigbazaar on
a scale of 1-10

Quality goods

Price

Promotional tools used

Location

Facilities

Good brand

Ambience

Convenience

11. What is your overall satisfaction level rate about services of big bazaar?

Highly satisfied

Satisfied

Neutral

Dissatisfied

12. Which promotional offers do you expect from big bazaar in the near

future?

Discount offer

Coupons

Free gifts

Credit card discount

46