A

Summer Training Research Report On

A STUDY OF CONSUMER BEHAVIOR IN ORGANISED RETAILING

WITH REFERENCE TO BIG BAZAAR, KANPUR

SUBMITTED TO:

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

For the partial fulfillment of the requirement of
Masters of Business Administration
(MBA: – 2015-2017)

UNDER THE SUPERVISION OF:

Faculty Guide: - Mrs. Suchita Shukla

SUBMITTED BY:
Brijesh Kumar Bhriguvanshi
MBA FINAL YEAR
Roll No. – 1518170021

NAWABGANJ KANPUR (INDIA) – 208002

 CERTIFICATE

This is to certify that Brijesh Kr. Bhriguvanshi, student of STEP- HBTI, kanpur has

completed his Project report on “Consumer Behavior in organized retailing with

reference to Big Bazaar” in the year 2015-2017 in final fulfillment of Masters of Business

Administration (MBA).

He has successfully completed the project under my constant guidance and support.

Signature of Project Guide

 DECLARATION

I hereby declare that the Project report titled “Consumer Behavior in organized retailing

with reference to Big Bazaar” is my original work and has not been published or submitted

for any degree, diploma or other similar titles elsewhere. This has been undertaken for the

purpose of partial fulfillment of the requirement of Masters of Business Administration

(MBA).

Date:

BRIJESH KR. BHRIGUVANSHI

 ACKNOWLEDGEMENT

I am very thankful to all the people, who directly or indirectly help me in the process of this

research and who influenced my thinking, intellectual level, behavior and acts during

the course of study.

I express my sincere gratitude to Dr. A.P.J. ABDUL KALAM TECHNICAL

UNIVERSITY for providing me an opportunity to undergo summer training at BIG

BAZAAR.

I am thankful to Ms. Meenakshi Saxena for his support, cooperation, and motivation

provided to me during the training for constant inspiration, presence and blessings.

The guidance at each and every step provided by staff of marketing and other departments

was also very helpful and can’t be forgotten.

 PREFACE

At STEP-HBTI, the MBA program has been designed keeping in the mind require of

company in the world at large. We, the student of STEP-HBTI are required to undergo 6-8

weeks company project study after completing 2nd semester, where the students have to

prepare a project during a particular area of specialization. Then the students have to give

presentation on their 6-8 weeks training project report to the panel of faculty.

The objective of the training module is to help the students to understand the business

environment well and equip us with the work culture of companies in the present era.

I “BRIJESH KR. BHRIGUVANSHI” have done my 6-8 weeks project training on

Consumer Behavior in organized retailing with reference to Big Bazaar under the

guidance of our faculty guide Mrs. Suchita Shukla. During my training with big bazaar,

Kanpur, I was able to enhance my knowledge to a large extent in the field of marketing.
 TABLE OF CONTENT

SI.No. PARTICULARS

1. INTRODUCTION

1.1 About the topic

1.2 Objective of the topic

1.3 Significance of the study

2. INDUSTRY PROFILE

3. COMPANY PROFILE

4. TRADE PROFILE

4.1 Big bazaar promise

4.2 Vision, mission & core values

4.3 Board of directors

4.4 SWOT Analysis

4.5 What is marketing?

4.6 Marketing strategy

4.7 Marketing Mix

4.8 Retailing

4.9 Definition of consumer

4.10 Types of consumer

4.11 Model of consumer decision making

4.12 Consumer satisfaction

5. RESEARCH METHODOLOGY

6. DATA ANALYSIS AND INTERPRETATION

7. FINDINGS

8. CONCLUSION

9. SUGGESTION

10. LIMITATIONS OF THE STUDY

11. APPENDICES

Questionnaire

12. BIBLIOGRAPHY
 1. INTRODUCTION

There is no use of MBA unless and until the classroom knowledge is

applied in real business world in order to gain success. Practical know lodge always

has got a weight ago over theoretical knowledge. Such study provides opportunity to

bridge the gap between the theory and practical. Here the student intern gets an exposure

to the real corporate world as a prelude to his corporate life, After having learn the basics

in the first two semesters Study on consumer behaviour gives an opportunity to apply

them which helps the student to improve his self image and confidence and ultimately to

understand the concepts better.

This project added to my learning in many ways. This study on consumer behavior

helped me to pick up and understand the marketing strategy better. This project work

enabled to know the strength and weakness of Big Bazaar with respect to their customer

response.

The project work throws light on the strength and weakness of the company's

consumer relations as compared to the competitors, and also intends to give necessary

information to the company to understand where they are having a good feedback

and where they are lagging behind. Here more importance is given to learning the

factors that affect the consumer behavior.

1.1 ABOUT THE TOPIC:

Ignoring the fact that the consumer has become, “the master of the market” and ignoring the

study of his needs, behavior and motives will often lead to wrong decisions, which might lead

to organization’s collapse.

Modern marketing considers the consumer as the beginning and end of its activities. In light

of this concept, the organization has to plan, organize, direct and control its resources and

activities in order to satisfy the targeted consumers needs and wants. This is to be achieved

by providing goods and services with the specifications and quantities, and at places, times,

prices and terms that suit the consumer.

In order to understand consumer behavior, it is necessary to have a complete picture of all his

psychological, social, economical aspects. This knowledge enables marketing management to

design suitable marketing strategies conducive to the achievement of the targeted benefits for

both of the organization and its customers. Therefore modern marketing studies investigating

consumer behavior not only deal with identifying market size and estimating consumers

purchasing power in terms of income, but also utilize advanced scientific methods that draw

on principles as such psychology, sociology and economics.

1.2 OBJECTIVES OF THE STUDY:

 To study the consumer buying behavior

 To study consumer preferences for shopping

 To understand expectations of customers

 To determine the current status of BIG BAZAAR

 To find out customers response towards Big Bazaar

 To study the satisfaction level of customers in different attributes of Big Bazaar

 To identify the frequency of customer visit

 To give some idea to Big Bazaar that will give an edge to make customer

services more better

 To understand Retail & Marketing concepts better

 How to interact with different categories of people

1.3 SIGNIFICANCE OF THE STUDY:

 It concerns with modern marketing philosophy, identify consumer’s needs and

satisfy them more effectively than competitors.

 The key to a company’s survival, profitability, and growth in a highly

competitive marketing environment is its ability to identify and satisfy

unfulfilled consumer needs better and sooner than the competitors. Thus, study

of consumer behavior helps in achieving marketing goals.

 The study of consumer behavior is not useful for the company alone.

Knowledge of consumer is equally useful for middlemen and salesman to

perform their tasks effectively.

 Marketing programme, consisting of product, price, promotion, and distribution

decisions, can be prepared more objectively. The programme can be more

relevant if it is based on the study of consumer behavior.

 Consumer Behavior studies the consumer response pattern on a continuous

basis. So a marketer easily comes to know the changes taking place in the

market.

 Consumer behavior can also aid in projecting the future market trends. Marketer

finds enough time to prepare for opportunities, challenges and threats.

2. INDUSTRY PROFILE

"Retailing includes all the activities involved in selling goods or services to the final

consumers for personal, non-business use." -Philip Kotler

The organized retail sector in India has a very low contribution to the entire retail sector in

the country. Hence there is ample scope for the new players to achieve success. Large young

working population with average age of 24 years, nuclear families in urban areas, along with

increasing working women population and emerging opportunities in the services sector are

going to be the key growth drivers. It does not matter how the goods or services are sold (by

person, mail, telephone, vending machine or internet) or where they are sold (in store, on the

street, or in consumer's home).

Retail is India's largest industry, accounting for 10% of country's GDP and around g percent

of employment. Modem retail has entered India as seen in shopping centers, multi storied

malls and huge complexes offer shopping, entertainment and food all under one roof. India

has seen the concept of hypermarket coming of age. Players like Wall-mart, metro have

established hypermarkets in many countries. In India hypermarket concept is in nascent stage,

retailers like Pantaloons, Tata, and RPG have started hypermarket operations and they are

having plans to expand aggressively to all the regions.

Among all the global retail markets Indian retail market is the most expanding. This is owing

to the absence in restriction at the entry level. So, large foreign companies can enter in the

green retail fields of India.

3. COMPANY PROFILE

ABOUT THE FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India's

leading business houses with multiple businesses spanning across the consumption space.

While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail

real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square

feet of retail space in over 90 cities and towns across India. The group owns several leading

formats including Pantaloons, Big Bazaar, Food Bazaar, Home Town, eZone and Central.

Pantaloon Retail was awarded the International Retailer of the Year - 2007, by the US-based

National Retail Federation, the largest retail trade association and the Emerging Market

Retailer of the Year 2007 at the World Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian consumers and building

businesses based on Indian ideas, as espoused in the group's core value of 'Indianans'. The

group's corporate credo is, 'Rewrite rules, Retain values'.

FutureBazaar.com is the e-commerce arm of the Future Group. Future Bazaar provides an

integrated shopping site where consumers are able to buy products from our flagship stores

including eZone, Pantaloons and Big Bazaar online and get home delivery of products.

Future Bazaar carries genuine products and offers manufacturer's warranty (as opposed to

Seller's warranty) which most other sites offer. Future Bazaar offers products where the

complete supply chain is managed by Future Group entities unlike other sites that are

marketplaces.

Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big

Bazaar scores over other stores is its value for money proposition for the Indian customers.

At Big Bazaar, you will definitely get the best products at the best prices - that's what we

guarantee. With the ever increasing array of private labels, it has opened the doors into the

world of fashion and general merchandise including home furnishings, utensils, crockery,

cutlery, sports goods and much more at prices that will surprise you. And this is just the

beginning. Big Bazaar plans to add much more to complete your shopping experience.

Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh Fashion,

with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in

sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.
Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in

smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear,

formalwear, party wear and sportswear for Men, Women and Kids.

eZone, with the catch phrase 'experience electronics' is an experience led lifestyle format that

brings together the best in national and international consumer electronic and durables brands

in a family-centric environment.

Typically in excess of 12,000 square feet in size, an eZone store truly enables you to

experience electronics, through three dedicated zones - Liberation Zone, Experience Zone

and Home Zone. The Liberation Zone offers personal products like computers, laptops,

handy cams, MP3 players and mobile phones. While entertainment products such as Plasma /

LCD, Flat TV's, Home Theatre systems, DVD players, and Stereo systems are displayed in

the Experience Zone. And in the Home Zone segment, one gets to pick electronic goods of

his or her choice including Refrigerators, Air Conditioners, washing machines and

Microwave ovens among other kitchen related appliances.

eZone is not only about showcasing electronics products and gadgets, but providing you with

a complete shopping experience through touch & feel, allowing you to pick and choose from

an array of best of brands under one roof. eZones are primarily stand alone concepts, but are

also present within the Central malls.

PRODUCT PROFILE

Level 1

Food Bazaar

Fruits & Vegetables

Bakery Items

Stainless Steel Utensils

Plastics

Crockery

Mobiles

Cosmetics

Confectionery

Non-Food Dept.

Level 2

A. Department

General Books

Children Stationary

Office Stationary

Games VCD's & DVD's

B. NBD(New Business Development)

 Scents & Perfumes

Home Decor

C. Toys and sports Dept

Soft Toys

Hard Toys

D. Home Line

Bed Sheets, Pillows, Bed Spreads

Towels, Yellow dust

Carpets, Cushion Covers

Chair Bags

E. Footwear Bazaar

F. Ladies Accessories

G. Clothes Dept

Ladies saris

Girls Dress Materials

Kids Wear
Level 3

Furniture Dept

Men’s Formals & Casuals Wears

Men’s Accessories

Luggage

Electronic Products

Home Appliances
4. TRADE PROFILE

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s

leading business houses with multiple businesses spanning across the consumption space.

While retail forms the core business activity of Future Group, group subsidiaries are present

in consumer finance, capital, insurance, leisure and entertainment, brand development, retail

real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square

feet of retail space in 90 cities and towns 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 2012, Big Bazaar opened its 200th 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 supermarket chain – Food Bazaar, sportswear

retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town

and rural retail chain, Aadhaar, among others.

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 group’s presence in Leisure & Entertainment segment is led through, Mumbai-based

listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and

Bowling Co. and family entertainment centres, F123. Through its partner company, Blue

Foods the group operates around 100 restaurants and food courts through brands like Bombay

Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future
Group’s joint venture partners include, US-based stationery products retailer, Staples and

Middle East-based Axiom Communications.

Future Group believes in developing strong insights on Indian consumers and building

businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianess.’ The

group’s corporate credo is, ‘Rewrite rules, Retain values.’

LEADERSHIP

The Group has developed a strong senior management team with cross-functional expertise in

multiple businesses and is led by its Founder and Group CEO, Kishore Biyani.

Kishore Biyani founded Pantaloons in 1997, followed by a number of popular retail formats

including Big Bazaar, Central, Food Bazaar, Brand Factory and Home Town that now cater

to almost the entire consumption basket of a wide cross-section of Indian consumers. In the

recent years, Kishore Biyani has led the group’s transformation into one of India’s leading

business houses with presence in capital, consumer finance, insurance, brand development,

retail real estate development and logistics.

Kishore Biyani was born in August 1961 and is married to Sangita and they have two

daughters. He recently authored a book, ‘It Happened In India’ that captures his

entrepreneurial journey and the growth of modern retailing in India.

The ambience and customer care adds on to the shopping experience.

Is Se Sasta Aur Accha Kahin Nahin

4.1. BIG BAZAAR PROMISES:

1. MANUFACTURER'S WARRANTIES ON ALL PRODUCTS:

Big Bazaar promises to sell only the original products from the authorized dealers; so

that all applicable products carry the original manufacturer's warranty. To service

any product purchased at Big Bazaar, customer can visit the authorized

service centre of the manufacturer. The invoice accompanying the product is the

warranty document.

2. GUARANTEED DELIVERY:

Big Bazaar guarantees to deliver the exact product that has selected, without defuels. In

cease of receiving a different product, or if the product is damaged in transit, the

customer should contact it within the stipulated time period and Big Bazaar will ensure

that it is replaced or refunded,

3. SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so we work with banks and

payment gateways or ensure that your information is protected. Payments are prowled

both by it and by the policies of customer's bank, and the chances of fraud in these

channels are actually very low.

4. OUR SIMPLE 7-DAYS RETURN POLICY:

If customer has purchased something at Future Bazaar and the product did not

meet its expectations or does not fit to his modes, then it can return the product to us;

no questions asked, as long as it is in its original packaging and accompanied by its

invoice. We will even make the return process simple for you — just contact our

customer support and we'll arrange to pick up the product from your home alternately,

you can drop it at Big Bazaar.

5. PROMPT CUSTOMER SUPPORT:

Our customer support is manned by dedicated call centre personnel, who can make

decisions and resolve your problems. They are eager to solve your problems and are

aware of the processes and means to handle them. In case they cannot solve the problem

at their end, they will trigger the required action on your behalf or advise you the best

possible method to a successful fulfillment of all your queries/issues. Be assured that

when you call us, your call is being taken seriously.

4.2. VISION, MISSION AND CORE VALUES OF FUTURE GROUP

Mr. Kishore Biyani (CEO FUTURE GROUP)

We shall deliver

Everything, Everywhere, Every time

For

Every Indian Consumer in the most profitable manner.

OUR MISSION -FUTURE GROUP

1. 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.

2. We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

3. We shall infuse Indian brands with confidence and renewed ambition.

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

5. We shall ensure that our positive attitude, sincerity and determination shall be the

driving force to make us successful.

AWARDS

1. CNBC Awaaz Consumer Awards 2009

2. Most Preferred Multi Product Chain - Big Bazaar

3. Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

4. Images Fashion Forum 2009

5. Most Admired Fashion Group Of The Year - Future Group

6. Most Admired Private Label - Pantaloons, the lifestyle format

7. Critics Choice for Pioneering Effort In Retail Concept

8. Creation – Central

9. Coca-Cola Golden Spoon Awards 2009

10. Most Admired Food & Grocery Retailer Of The Year

11. Most Admired Food Court

12. Most Admired Food Professional

13. Indian Retail Forum Awards 2008

14. Most Admired Retail Company of the year - Future Group

15. Retail Face of the Year - Kishore Biyani

16. Best Retailer Of The Year (Hypermarket) - Big Bazaar

17. Future Group was awarded the Most Admired Retail Company of the year by the

Indian Retail Forum at a glittering ceremony organized in Mumbai. Mr. Kishore

Biyani also won Retail Face of the Year.

18. India Retail Forum (IRF) is a platform for intellectual insights and information

exchange for the retail business in the Indian subcontinent. The forum presents the

business of retail in the region to a global audience, with the express aim of

facilitating understanding about and encouraging investment in this massive

marketplace.

19. Big Bazaar, the value format of Future Group bagged the Best Retailer of The Year

(Hypermarket)

20. The INDIASTAR Award 2008

21. Food Bazaar: Best Packaging Innovation

22. Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India,

for its private label brand fresh an CNBC Awaaz Consumer Awards 2009

23. Most Preferred Multi Product Chain - Big Bazaar

24. Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

25. Images Fashion Forum 2009

26. Most Admired Fashion Group Of The Year - Future Group

27. Most Admired Private Label - Pantaloons, the lifestyle format

28. Critics Choice For Pioneering Effort In Retail Concept

29. Creation – Central

30. Coca-Cola Golden Spoon Awards 2009

31. Most Admired Food & Grocery Retailer Of The Year

32. Most Admired Food Court

33. Most Admired Food Professional

34. Indian Retail Forum Awards 2008

35. Most Admired Retail Company of the year - Future Group

36. Retail Face of the Year - Kishore Biyani

37. Best Retailer Of The Year (Hypermarket) - Big Bazaar

38. Future Group was awarded the Most Admired Retail Company of the year by the

Indian Retail Forum at a glittering ceremony organized in Mumbai. Mr. Kishore

Biyani also won Retail Face of the Year.

39. India Retail Forum (IRF) is a platform for intellectual insights and information

exchange for the retail business in the Indian subcontinent. The forum presents the

business of retail in the region to a global audience, with the express aim of

facilitating understanding about and encouraging investment in this massive

marketplace.

40. Big Bazaar, the value format of Future Group bagged the Best Retailer of The Year

(Hypermarket)
41. The INDIASTAR Award 2008

42. Pure Chakki Atta.

43. INDIASTAR Award is a biennial event which aims to promote and encourage

excellence in packaging design, innovation and technology. The contest was

established in 1972 and is considered as the most popular and premier event for

India’s packaging fraternity. This year there were around 357 entries and the

participants had to submit a sample of their designs for selection.

44. With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to

win the prestigious INDIASTAR Award.

45. Retail Asia Pacific 500 Top Awards 2008

46. Gold Winner - Top Retailer 2008 Asia Pacific

47. Retail Asia Publishing, the institutor of these awards, aims to set a platform that

appraise and recognizes the development and growth of retailing throughout the Asia

Pacific region.

48. Coca-Cola Golden Spoon Awards 2008

CORE VALUES

Indianess: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information. Valuing and

Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and

understand the universal laws of nature.

 4.3. BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group

Chief Executive Officer of Future Group

Mr. Gopi kishan Biyani, Wholetime Director

Gopi kishan Biyani is a commerce graduate and has more than twenty years of experience in

the textile business.

Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani is a commerce graduate and has been actively involved in category

management; retail stores operations, IT and exports. He has been instrumental in the

implementation of the various new retail formats.

Mr. Ved Prakash Arya, Director

Ved Prakash Arya is an engineer by training and is a graduate of the Indian Institute of

Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.
 Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal

Auditor. He is the Deputy Managing Partner of Haribhakti& Co., Chartered Accountants and

past president of Indian merchant Chambers. He is on the Board of several Public Limited

Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd.

etc. He is on the Board of Company since June 1, 1999.

4.4. SWOT ANALYSIS
STRENGTHS

1. High brand-Equity in evolving retail markets.

2. State of art infrastructure of the Big Bazaar outlets.

3. Point of purchase promotions to increase the purchase.

4. Variety of stuff under single roof increasing customer time and available choices.

5. Low price

6. Customer service desk.

WEAKNESSES

1. Unable to meet store opening targets.

2. Falling of revenue per square feet.

3. Less store space.

OPPORTUNITY

1. Organized retail is just 8% of total pie of Indian market.

2. Evolving consumer preference in recent years.

3. Huge complexes offer shopping.

THREATS

1. Competitors, Global big players planning to foray into the markets.

2. Government policies are not well-defined in emerging markets like India.

3. Unorganized retail market of India.

4.5. WHAT IS MARKETING?

The concept of market is very important in marketing. P.Kotler defines a market as an

area for potential exchanges. Thus a market is a group of buyers and sellers

interested in negotiating the terms or purchase or sale of goods or services.

MARKETING: Marketing consists of a set of principles for choosing target markets,

identifying consumer needs developing wants, satisfying products and services and

delivering value to customers and profit to the company.

Definition of marketing: P.Kotler defines marketing as a set of human

activities directed at facilitating and consummating exchanges. The essence of

marketing is exchange of products and the transaction is to satisfy human needs and

wants.

Importance of marketing: Marketing is recognized as the most significant activity

in our society. Our life styles are continuously affected by a wide range of marketing

activities. Marketing alone can put goods and services we want and need at our doorsteps.

Marketing is a vital connecting link between producers and consumers. Marketing is

directly responsible to maintain the equilibrium between mass production and mass

consumption.
4.6. MARKETING STRATEGY

Segmentation, targeting and positioning together comprise a three stage process.

a. Determine which kinds of customers exist,

b. Select which ones we are best off trying to serve,

c. Implement our segmentation by optimizing our product services for that segment

and communicating that we have made the choice to distinguish ourselves that way.

1. SEGMENTATION:

Segmentation involves finding, out what kinds of consumers with different needs exist. In

the auto market, for example, some consumers demand speed and performance, while

others are much more concerned about roominess and safety, In general, it holds true

that "You can't be all things to all people," and experience has demonstrated that

firms that specialize in meeting the needs of one group of consumers over another tend to

be more profitable.

Several different kinds of variables can be used for segmentation:-

1. Demographic variables essentially refer to personal statistics such as income,

gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size.

Campbell's soup, for instance, has found that Western U.S- consumers on the
average prefer spicier soups—thus, you get a different product in the same cans at the

East and West coasts.

2. Another basis for segmentation is behavior. Some consumers are "brand loyal"—i.e.

they tend to stick with their preferred brands even when a competing one is on sale.

3. One can also segment on benefits sought, essentially bypassing demographic

explanatory variables. Some consumers, for example, like scented soap (a segment

likely to be attracted to brands such as Irish Spring), while others prefer the "clean"

feeling of unscented soap (the "Ivory" segment). Some consumers use toothpaste

primarily to promote oral health, while another segment is more interested in breathe

freshening.

2. TARGETING:

In the next step, we decide to target one or more segments. Our choice should generally

depend on several factors:-

First:

How well are existing segments served by other manufacturers? It will be more

difficult to appeal to a segment that is already well served than to one whose needs

are not currently being served well.

Secondly:

How large is the segment, and how can we expect it to grow?

Thirdly:

Do we have strengths as a company that will help us appeal particularly to one group

of consumers?

1. Big Bazaar targets higher & middle class customers.

2. Big Bazaar specifically targets working women and home makers who are the

primary decisions maker. It is part of Big Bazaar's new Guerrilla Marketing Strategy.

3. POSITIONING:

Positioning involves implementing our targeting. Big bazaar is positioning to its

targeting customer, middle class by giving distinct offers, working women by monthly

saving bazaar and home makers by providing a wide range of food, non food, fruits and

vegetable.
4.7. MARKETING MIX

The main aspect of marketing is through its more famous synonym of ''4Ps of

Marketing". The classification of four Ps of marketing includes marketing

strategies of product, price, placement and promotion. The following diagram is

helpful in determining the main ingredients of the four Ps in a marketing mix.

PRODUCT:

Product is the most important aspect of marketing mix for manufacturers because

products are the market expression of the company's productive capabilities and

determine its ability to link with consumers. So product policy and strategy are of

prime importance to an enterprise, and product decisions dictate the scope and

direction of company activity. Moreover, the market indicators such as profits, sales,

image, market share, reputation and stature are also dependent on them.

PRICE:

In a simplistic to the concept of price as the amount of money that customers have to pay

to obtain the product. Setting a price is not something simple. Normally it has been

taken as a general law that a low price will attract more customers. Price determination

is referred to as the processes and activities employed to arrive at a price for a product

including consideration of relative prices of products within the same Line, and

differences in price for similar products of differing grades and qualities.

PLACE:

It refers to providing the product at a place which is convenient for consumers to access.

Various strategies such as intensive distribution, selective distribution, exclusive distribution

and franchising can be used by the marketer to complement the other aspects of the

marketing mix.
PROMOTION:

Promotional strategies include all means through which a company communicates

the benefits and values of its products and persuades targeted customers to buy them.

The best way to understand promotion is through the concept of the marketing

communication process.

Promotion is the company strategy to cater for the marketing communication

process that requires interaction between two or more people or groups,

encompassing senders, messages, media and receivers.

Limitation of Marketing Mix Analysis (4Ps of Marketing)

Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of

Marketing, it is criticized on the point that it caters seller's view of market analysis not

customers view. To tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs

of marketing to address consumer are:-

Product: Customer Solution

Price: Customer Cost

Place: Convenience

Promotion: Communication
4.8. RETAILING:

"Retailing includes all the activities involved in selling goods or services

to the final consumers for personal, non-business use.”- Philip Kotler

RETAIL STORE: This is a place where all the things are available under a one roof

in a organized manner according to consumer needs.

RETAIL PROMOTION MIX

ADVERTISING:

Advertising is recognized as an indispensable tool of promotion. It has acquired a lot

of significance in the national and international markets. With the advent of

globalization and liberalization its imperativeness in the Indian retail sector has

increased as a result of competition, latest technologies, and the rapidly changing

consumer lifestyles.

A. Objectives of Advertising:

Fundamental Objective; to sell something —a product, service or an idea.

Major Objectives;

1. To promote a new product.

2. To want the public against imitation of the retailer's product.

3. To manage competition in the market.

B. Benefits of Advertisements:

Advertisement helps in creating awareness among the customer about the existence. price,

and availability of product.

1. Increases the utility of existing products.

2. It educates customer about new product and their diverse uses.

C. Types of advertising:

Informative Advertising:

Purchases of durable products are generally erratic and often too expensive to buy,

so the retailer spends a huge amount on informative advertising.

Classified Advertising:

It refers to messages, which are placed under specific headings and columns in

various magazines and newspapers.

2. PROMOTION:

Promotion can be loosely classified as "above the line” and "below the line'

promotion.

The promotional activities carried out through mass media like television,

radio, newspaper etc. is above the line promotion.

The terms 'below-the-line-promotion' refers to forms of non-media

communication, even non-media advertising.

Some of the examples of BTL promotions are by exhibitions, sponsorship

activities, public relations and sales promotions like giving free gifts with

goods, trade discounts given to dealers and customers, reduced price

offers on products, giving coupons which can be redeemed later etc.

DISCOUNT DAYS: To increase the sale retail stores has started various discount

offer days. As big bazaar is concern it has big days, Wednesday Bazaar,

monthly saving bazaar, power of ten.

3. PERSONAL SELLING:

Persuasive communication between a representative of the company or

promoter and one or more prospective customers, designed to influence the

person's or group's purchase decision.

4. PUBLICITY OF PRODUCT:

Publicity non-personal communication in news story form about an organization, its

products or both, that is transmitted through a mass medium at no charge.

5. PUBLIC RELATION:

Public relation is the planned and sustained effort to establish and maintain goodwill mutual

understanding between an organization and its target customers.

4.9. DEFINITION OF CONSUMER:

CONSUMER:

One that consumes, especially one that acquires goods, services for direct use or

ownership rather than for resale or use in production and manufacturing. A consumer is

an end user.

CUSTOMER:

Customer is a person who is willing to buy the product and supported by the

enough monetary power to pay for it. The customer buys a product to fulfill his

demand. So, the customer expects full satisfaction by the product for which he is paying.

A customer can in turn resell to a consumer.

For example, the customer can be a toy store who buys from a major brand manufacturer

of toy products. Thy toy store sells to a consumer - the end user.

CONSUMER BEHAVIOUR

Consumer behavior is the study of how people buy, what they buy and why they

buy. It attempts to understand the buyer decision making process, both individually and

in groups. It studies characteristics of individual consumers such as demographics,

psychographics, and behavioral variables in an attempt to understand people

wants. It also tries to access influences on the consumer form groups such as family,

friends, reference groups, and the society in general.

Definition of consumer behavior:

The mental and emotional process and physical activities of people who purchase and

use products and services to satisfy their need and wants.

4.10. TYPES OF CONSUMER:

To understand consumer behavior we need to break down shoppers into five main types:

Loyal consumers: They represent no more than 20 percent of our customer, but make up

more than 50 percent of our sales. Naturally, we need to be communicating with

these customers on a regular basis by telephone, mail, email etc. Nothing will

make a Loyal customers feel better then soliciting their input and showing them how

much you value. In my mind, you can never do enough for them. Many times, the

more you do for them, the more they will recommend you to others.

Discount consumers: They shop out store frequently, but make their decisions based

on the size of our markdowns. This category helps ensure your inventory is turning

over and as a result, it is a key contributor to cash flow. This same group, however,

can often wind up costing you money because they are more inclined to return product.

Impulse consumers: They do not have buying a particular item at the top of their “to

do" list, but come into the store on a whim. They will purchase what seems good at the
time. Clearly, this is the segment of our clientele that we all like to serve. There is

nothing more exciting then assisting an impulse shopper and having them respond

favorably to our recommendations. We want to target our displays towards this

group because they will provide us with a significant amount of customer insight and

knowledge.

Need based consumers: They have a specific intention to buy a particular type of item.

People in this category are driven by a specific need. When they enter the store, they

will look to see if they have that need filled quickly. If not they will leave right away. As

difficult as it can be to satisfy these people, they can also become loyal customer if

they are well taken off.

Wandering consumers:

For many stores, this is the largest segment in terms of traffic, while, at the saint time,

they make up the smallest percentage of sales. Keep in mind, however, that although they

may not represent of your immediate sales, they arc a real voice for you in the

commodity. Many Wanders shop merely for the intervention and experience it

provides them. Therefore, although wandering customers cannot be ignored, the time

spent them needs to be minimized.

4.10 MODEL OF CONSUMER DECISION MAKING:

Problem recognition: - The consumer perceives a need and becomes motivated to solve a

problem.

Information search:- The consumer searches tar information required to make a purchase

decision.

Alternative evaluation: - The consumer compares various brands and products.

Purchase decision: - The consumer decides which brand to purchase.

Post-purchase evaluation: - The consumer evaluates their purchase decision.

4.11. CUSTOMER SATISFACTION:

Customer's satisfaction is a function of the provider's perceived performance and

the customer's expectation.

Customer satisfaction is a measure of how products and services supplied by a

company meet or surpass customer expectation.

Customer Satisfaction in 7 Steps

It's a well known fact that no business can exist without customers. In the

business of Website design, its important to work closely with your customers to

make sure the site or system you create for them is as close to their requirements as you

can manage.

I. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If

you're not used to this sort of thing it can be a pretty nerve-wracking experience.

Rest assured, though, it does get easier over time. It's important to meet your customers

face to face at least once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with

someone they've actually met in person, rather than a voice on the phone or someone
typing into an email or messenger program. When you do meet them, be calm, confident

and above all, take time to ask them what they need.

2. Respond to Messages Promptly & Keep Your Clients Informed

We all know how annoying it is to wait days for a response to an email or phone call. It

might not always be practical to deal with all customers' queries within the space of a few

hours, but at least email or call them back and let them know you've received their

message and you'll contact them about it as soon as possible. Even if you're not able to

solve a problem right away, let the customer know you're working, on it.

A good example of this is my cell phone. They've had some trouble with repairing

my handset which was in warranty period. Due to some pans problem they were not

able to give me on time. At every step I was called and told exactly what was going on,

why things were going wrong, and how long it would be before they will give my cell

phone back. They also apologized repeatedly, which was nice. Even they took time

to keep me informed, it didn't seem so bad, and I at least knew they were doing

something about the problems. That to me is a prime example of customer service.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is

very true. It's very important to be friendly, courteous and to make your clients feel

like you're their friend and you're there to help them out. There will be times when
you want to beat your clients over the head repeatedly with a blunt object - it happens to

all of us. It’s vital that you keep a clear head, respond to your clients' wishes as best you

can, and at all times remain polite and courteous.

4. Use a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined

customer service policy is going to save you a lot of time and effort in the long run. If a

customer has a problem, what should they do? If the first option doesn't work, then

what? Should they Contact different people for billing and technical enquiries? If

they're not satisfied with any aspect of your customer service, who should they tell?

There's nothing more annoying for a client than being passed from person to person, or

not knowing who to turn to. Making sure they know exactly what to do at each stage

of their enquiry should be of utmost importance. So make sure your customer

service policy is present on your site -- and anywhere else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a

client of? Have you ever had a personalized sign-up confirmation email for a service that

you could tell was typed from scratch? These little niceties can be time consuming and

aren't always cost effective, but remember to do them.

Even if it’s as small as sending a Happy Holidays email to all your customers, it’s

something. It shows you care; it shows there are real people on the other end of that

screen or telephone; and most importantly, it makes the customer feel welcomed, wanted

and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them

Out

Achieving the supreme level of understanding with your clients will do wonders for

your working relationship.

Take this as an example: You're working on the front-end for your client's exciting

new ecommerce Endeavour. You have all the images, originals and files backed up

on your desktop computer and the site is going really well. During a meeting with your

client it happens to mention a hard-copy brochure their internal marketing people are

developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep

complete with high resolution versions of all the images you've used on the site. A

note accompanies it which reads:

'Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide

you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able

to make use of some in your brochure."

Your client is heartily impressed, and remarks to his colleagues and friends how very

helpful and considerate his Web designers are. Meanwhile, in your office, you lay back

in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this

happy customer will send several referrals your way.

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when

you promise something, deliver_ The most common example hen;: is project delivery

dates,

Clients don't like to be disappointed. Sometimes, something may not get done, or you

might miss a deadline through no fault of your own. Projects can be late, technology

can fail and sub-contractors don't always deliver on time. In this case a quick apology

and assurance all be ready ASAP wouldn't go amiss.

Conclusion: - Customer service, in any aspect of business, is a practiced art that takes

time and taut to master. All you need to do to achieve this is to stop and switch roles with

the customer. What would you want from your business if you were the client? How

would you want to be treated? Treat your customers like your friends and they'll always

come back.
5. RESEARCH METHODOLOGY

Technology and customers tastes and preferences play a vital role in today's

generation. Research Methodology is a set of various methods to he followed to

find out various information regarding market strata of different products. Research

Methodology is required for every industrial service industries for getting acquire

knowledge of their products.

PERIOD OF STUDY:

This study has been carried out for a maximum 42 days.

AREA OF STUDY:

This study was done in big bazaar which is situated in Z-Square mall, Kanpur.

SAMPLING:

Sampling is the process of selecting units (e.g., people. organizations) from a population

of interest so that by studying the sample we may fairly generalize our results back

to the population from which they were chosen.

SAMPLING METHODS

Before an organization conducts primary research it has to be clear which

respondents it wishes to interview. A company cannot possibly interview the whole

population to get their opinions and views. This simply would he too costly and

unfeasible. A sample of the population is taken to help them conduct this research.

To select this sample there are again different methods of choosing your respondents, a

mathematical approach called 'probability sampling' and a non- mathematical approach,

Simply called 'non-probability sampling'_ Let’s look at these in a little more detail.

PROBABILITY SAMPLING METHODS: - A mathematical chance of selecting

the respondent Simple Random Sampling. With this method of sampling the potential

people you want to interview are listed e.g. a group of 100 are listed and a group of

20 may be selected from this list at random. The selection may be done by computer.

Systematic samples

Out of the 100 people we talked about above, systematic sampling suggests that if we

select the 5th person from the above list, then we would select every 5th, 10th, 15th, 20th

etc. The pattern is the every consecutive 5th. If the 6th person was selected then it

would be every consecutive 6th.

Multi-Stage Sample's

With this sampling process the respondents are chosen through a

process of defined stages. For example residents within Islington

(London) may have been chosen for a survey through the following

process:

Throughout the UK the south east may have been selected at random, ( stage l), within

the UK London is selected again at random (stage 2), Islington is selected as the

borough (stage 3), then polling districts from Islington (stage 4) and then individuals

from the electoral register (stage 5).

As demonstrated five stages were gone through before the final selection of respondents

were selected from the electoral register.

NON PROBABILITY SAMPLES:

Convenience Sampling

Where the researcher questions anyone who is available, this method is quick and

clear. However we do not know how representative the sample is and how reliable the

result.
Quota Sampling

Using this method the sample audience is made up of potential purchasers of your

product For example if you feel that your typical customers will be male between

18-23, female between 26-30, then some of the respondents you interview should be

made up of this group, i.e. a quota is given.

Dimensional Sampling

An extension to quota sampling, the researcher takes into account several characteristics

e.g. gender, age income, residence education and ensures there is at least one person in

the study that represents that population. E.g, out of 10 people you may want to

make sure that 2 people are within a certain gender, two a certain age group who have

an income rate between £25006 and £30000, this will again ensure the accuracy of the

sample frame again.

SAMPLING PROCEDURE:

The random sampling is done because any probability sampling procedure would

require detailed information about the universe, which is not easily available further,

it be big an exploratory research,

SAMPLING SIZE: The sampling size of the study is 150 users.

DATA:

The term data refers to groups of information that represent the qualitative or

quantitative attributes of a variable or set of variables. Data are typically the results of

measurements and can be the basis of graphs, images, or observations of a set of

variables. Data are often viewed as the lowest level of abstraction from which

information and knowledge are derived. Raw data refers to a collection of numbers,

characters, images or other outputs from devices that collect information to convert

physical quantities into symbols that are unprocessed.

DATA COLLECTION

PRIMARY DATA

Data is collected from various customers through personal interaction. Data

is collected by survey, formal discussion and observation with different

respondents.

SURVEY METHOD: Data are usually collected through the use of

questionnaires. The data is collected by mean of simple survey done in the

retail store of the customers

OBSERVATION OF CONSUMER: Observation of customers is often a

powerful tool looking at how consumers select products may yield insights
into how they make decisions and what they look for. Observing consumers,

tells about:-

1. What is he looking in the product?

2. Is he brand loyal?

3. Is he more or less price sensitive?

4. Is he more interested in packaging, manufacturing, etc

Observation may help us determine how much time consumers spend

comparing prices, or whether nutritional labels are being consumer.

SECONDARY DATA:

Secondary data was collected through internet sources, research papers, and

published reports by various institutions.

RESEARCH DESIGN:

The research work is exploratory in nature, and is meant to provide the basic

information required by research objectives. It is a preliminary study based on

primary data and the findings can be consolidated after a detailed conclusive study has

been carried out.

6. DATA ANALYSIS AND INTERPRETATION

1. AGREE WITH PUNCH LINE

As big bazaar says "IS SE SASTA AUR ACHCHHA KAHI NAHI", does big bazaar match this?

TABLE I. SHOWING AGREE WITH PUNCH LINE.

No. of respondent Percentage

YES 104 69.33

NO 46 30.66

CHART SHOWING AGREE WITH

PUNCH LINE
NO.of respondent

NO

YES

0 20 40 60 80 100 120
INTERPRETATION:

From the above table it is clear that the 69.33% majority of respondent agree with the

punch line and 34.66% not agree; with big bazaar punch line.

2. AWARENESS ABOUT REGION SPECIFIC PRODUCT:

TABLE II. SHOWING THE REGION SPECIFIC PRODUCT

No. of respondent Percentage %

Aware 57 38

Not Aware 93 62

No. of respondent

No. of respondent

Not Aware

Aware

0 20 40 60 80 100
INTERPRETATION:

From the above (able it is clear that the only 38% customers are aware about the

region specific product and 62% majority of respondent is not aware about the region

specific product. Big bazaar is trying to come with some region specific product but

there is a need of advertise such product.

3. BILLING SIZE:

TABLE III. SHOWING THE BILLING SIZE

Billing Value No. of respondent Percentage %

Less than 500 34 22.66

500-1500 65 43.33

1500-3000 39 26

3000-5000 10 6.66

Above 5000 2 1.33

 No.of respondent

70

60

50

40

30

20

10

0
Less than 500 500-1500 1500-3000 3000-5000

INTERPRETATION:-

From the above table it is clear that 43.33% majority of people are having

their billing size between 500 to 1500 for shopping at big bazaar and

26%people are having 3000-5000.

4. RATING FOR STORE

 FOR PRICE
RATING NO. of respondent Percentage %

Very good 14 2.66

Good 89 59.33

Average 45 30

Bad 2 1.33

bad, 2

very
good, 14

average, 45

good, 89

INTERPRETATION:

From the above table it is clear that 59.33% majority of customers think that the price is

reasonable and 9% customer think that price is very reasonable and remaining 30% think

that prices are fairly reasonable only 1.33% think that the price is bad.
  ABOUT QUALITY

RATING NO. of respondent Percentage %

Very good 10 7

Good 73 48

Average 61 40

Bad 8 5

No. of respondant
very good
7%
bad
5%

average
40%
good
48%

INTERPRETATION:
From the above table it is clear that 48% majority of customers think that

the quality of products is good and 5% of customers think that quality is

bud, but gill there is a need to improve the quality because only 7% customer

thinks that quality is very good and we should know that quality plays an

important role for the product.

 ABOUT AVAILIBILITY

RATING NO. of respondent Percentage %

Very good 35 23.33

Good 64 42.66

Average 38 25.33

Bad 13 08.66
 No. of respondant

bad
9% very good
23%
average
25%

good
43%

INTERPRETATION:

From the above table it is clear that 42.66% majority of customers think that the

product availability is good and 8.66% of customers think that the product availability is

bad.

 ABOUT DISCOUNT OFFERS

RATING NO. of respondent Percentage %

Very good 39 24.52

Good 71 42.65
Average 46 28.93

Bad 3 01.88

No. of respondants
bad
2%

very good
average 24%
29%

good
45%

INTERPRETATION:

From the above table it is clear that 44.65% majority of

customers think that the discount offers are good and

1.88% of customers think that discount offers are hard.

Here 24% customer thinks that discount offers are very good

which is a good thing for Big Bazaar.

  ABOUT PRODUCT DISPLAYS

RATING NO. of respondent Percentage %

Very good 25 16.66

Good 103 68.66

Average 18 12

Bad 4 2.67

No. of respondants
bad
2%
average very good
12% 17%

good
69%
INTERPRETATION:

From the above table it is clear that 68.66% majority of customers think

that the product display is good and 2.67% of cultomu.4 think that product

displays is bad.

 ABOUT STAFF BEHAVIOR

RATING NO. of respondent Percentage %

Very good 25 16.66

Good 76 50.66

Average 38 25.33

Bad 11 07.33
 No. of respondant

bad
very good
7%
17%
average
25%

good
51%

INTERPRETATION:

From the above table it is clear that 50.66% majority of customers think that the

staff behavior is good and 733% of customers think that behavior is bad, but we can't

ignore this because for the retention of customer it is an important factor.

  ABOUT BILLING SPEED

RATING NO. of respondent Percentage %

Very good 10 07.40

Good 32 23.70

Average 75 55.55

Bad 18 13.33

No. of respondants
bad verygood
1% 9%

good
27%

average
63%

INTERPRETATION:
From the above table it is clear that 55.55% majority of customers think that the billing

speed is average and 13.33% of customers think that it is bad so there is a need to

increase the cash counter specially en the business days. Here if a customer wants to

purchase few items then he will think, not to come because now nobody has time for

waiting for the billing.

 ABOUT THE STORE ENVIRONMENT

RATING NO. of respondent Percentage %

Very good 21 14

Good 95 63.33

Average 31 20.67

Bad 3 02
 No. of respondant
bad
2%
very good
average
14%
21%

good
63%

INTERPRETATION:

From the above table it is clear that 63.33% majority of customers think that the store

environment is good and 2% of customers think that store environment is bad.

 CUSTOMER PREFERENCES ABOUT VARIOUS ATTRIBUTES

Attributes/Rank 1st 2nd 3rd 4th 5th

Brand 29 19 18 41 43

Price & Discount 23 21 67 16 23

 Quality & value 20 70 18 26 16

for money

Durability & After 15 14 17 53 51

sales service

Need 63 26 30 14 17

70

60

50
1
40
2
30 3
4
20
5
10

0
brand price Quality & durability need
Value for
money

INTERPRETATION:

1st Customer preference about attributes while shopping, Analysis shows that 42% of

respondent has given I preference to need and following by 19,33% (brand), 15.33% (price),

13.33% (quality), 10% (durability).

2nd preference 46.66% (quality), 17,33% (need), 14% (price), 12.66% (Brand) and 9.33%

(durability).

3rd preference 44.33% (price), 12% (brand), 12% (quality), 11.66% (durability), 11% (need).

4th preference 35.33% (durability), 27.33% (brand), 17.33% (quality), 10.66% (price) and

9.33% need.

5th preference 34% (durability), 28.66% (Brand), 15.33% (Price) 11.66% ( need), 10.66%

(quality).

 FREQUENCY OF VISITING BIG BAZAAR

Frequency of weekends Wednesday Once in 15 Once in a Anytime

visiting days month

No. of 45 15 23 27 40

respondent

Percentage% 30 10 15.33 18 26.67

 No.of respondant
50
45
40
35
30
25
20 No.of respondant

15
10
5
0
weekends Wednesday once in 15 once in month anytime
days

INTERPRETATION:

From the above table it is clear that 30% of customers visit frequently on

weekends and 10% of customer visit on Wednesday. Here may be one thing

that the customer who visits once in 15 days or once in a month, he also comes

on weekends and Wednesday.

  MEDIUM FOR KNOWING OFFERS

Medium NO. of respondent

News papers 86

Word of mouth 32

Hoardings 5

Announcement in store 19

Pamphlets distributed 0

TV/Radio 10

No. of respondent
T.V. /Radio

pamphalets

Announcement in store

No. of respondent
Hoardings

Word of mouth

News paper

0 20 40 60 80 100

INTERPRETATION:
From the above table it is clear that news paper is the most effective medium of knowing

the offers and word of mouth is also calculative factor. Here, advertisement

in news paper is in the hand of management of big bazaar so there is a need to

advertise in news papers more and more.

 AVERAGE TIME SPENDING IN SHOPPING AT BIG BAZAAR

Distance No. of respondents Percentage %

Less than 2km 52 34.66

2-5km 50 33.33

5-10km 30 20

More than 10km 18 12

 No.of respondent

60

50

40

30 No.of respondent

20

10

0
Less than 2km 2-5km 5-10km More than
10km

INTERPRETATION:

From the above table it is clear that 34.66 percent customer live within 2 km area,

33.33% live in 2-5km and 20 percent live in 5-10km. Till 10 kms, big bazaar is able to

pull the customers.

  OTHER STORES VISITING BY CUSTOMERS

STORES No. of respondent Percentage %

Vishal M.M 52 17

Lifestyle 105 35

Reliance trends 38 13

Globus 27 9

Food court 50 17

Others 28 9

No. Of respondent

Others
Vishal M.M
9%
17%
Food court
17%

globus
9%
Lifestyle
Reliance trends 35%
13%

INTERPRETATION:
From the above table it is clear that 35% majority of customer visit or shops

from Lifestyle, so it is the major competitor for big bazaar and for Fashion

mostly and second major competitor are Vishal mega mart and more

because mega mart store is also located near to big bazaar, SO customer

who visit the big bazaar can go for that.

 AGE OF THE CUSTOMER

AGE IN LESS THAN 20-30 30-40 ABOVE 40

YEARS 20

NO. OF 25 60 50 15

RESPONDENT

PERCENTAGE 16.67 40 32.66 10

%
 No.of respondent
above 40
10%
less than 20
17%

30-40
33%

20-30
40%

INTERPRETATION:

I met with people having different age groups. The people that I have met most belong to

age group 20-30 years and having 40% and people belonging to age group above 40

years is having least 10%. People in the ago group of 30-40 years is having 33%.
7. FINDINGS

 Big bazaar, a part of future group is a hypermarket offering a huge array of goods of

good quality for all at affordable prices. Big bazaar with over 140 outlets in different

part of India is present in both the metro cities as well as in small towns.

 Big bazaar can attract more customers by different variety and assortments.

 There exist a healthy & strong relationship between employees and managers.

 Working environment is good and also the various facilities are provided to increase

the customer services.

 I personally met many customers of big bazaar and found that they all had different

views about specific products.

 Some customers were loyal to the brand they use and were not ready to switch to the

products of different brands.

 There were some customers who were split customers, as like if the brand they use

was not available in the stock they would easily prefer the product of other brand.
8. CONCLUSION

Conclusions followed by recommendations form the basis of the report more solid.

The conclusion proves the analysis that is carried out in the report and on the basis

of these conclusions, recommendations are given.

During the course of the study it was found that big bazaar is lacking popularity due to

the less concentration on the management of customer data haw.

In the survey and analysis it was found that the Buying Behavior of the customers

depends on variety of factors like Need, Cost, Quality, Durability, Product range and

some other factors.

Advertisement

 The organization should also concentrate upon the Advertisement strategies and

should come up with the innovative ads.

 Name recall amongst the Consumer Categories is low because of less frequency of

the TV advertisements.

 The organization should have customer data base so that information about offers can

be conveyed to the customer and customer segregation can also be done.

 The Retailing industry is booming. In order to tap the potential market, the Company

can advertise in a magazine. This will help in showcasing the products of the

magazine. This can add an extra spice to sales.

  Place

Food bazaar has fewer stores in comparison to Reliance fresh, so increasing the stores

increase the availability in the market because a customer wants to purchase food items

mostly near to the home. We can see the traffic problem in city so he does not thinks well to

go far for daily required items.

Human Resource

 The organization should concentrate on human Resources, training &development.

It should provide proper training to the staff and as well as to the promoters

because promoter who are in the store they are also the part of organization. They

should have proper communication skill, product knowledge and they should also be

aware about the sections which are in store so that they can response to the customer

easily.

 If a new promoter comes the company should give a small brief about the

rule and regulation before sending him/her on the floor.

Product

 Organization should focus on the availability of the product which is

demanded by the customer more or less instead of focusing on the profitable

brands only.
  As big bazaar is known for cheaper and hotter but there is a need to increase the

quality.

For example, fashion department has not too much quality garment.

Prize & promotion

Company should focus on their Price. It should know the competitors price and

according to that there should be a proper action to decide the price and discount

offers.

Customer services

 On the -weekends mostly, there is long queue for the billing which takes a huge

time so there should he an increment in the number of cash counters.

 From the analysis it is clear that more than 50% customers live within 5km area,

so if it possible big bazaar should increase its home delivery distance.

 On the business days again it is seen that there is a queue in front of hit so there

is a need to solve the problem by using escalator or big size lifts because due

to this customer do not want to go on the above floor and these floor are having

high value product.

9. SUGGESTION

 More exposure of the stores should be given to the students undergoing summer

internship.

 The process should be explained if not possible in detail than at least in short.

 Try to retain the staff, as it’s seen that the new staffs does not know about the details

of the product he/she is standing near.

 During the tenure at big bazaar many complaints of offer mismatch and price

mismatch were observed which irritates customers, so it should be taken into

consideration and immediate solution should be found out.

 Hygiene conditions should be maintained at the live kitchen section so as to avoid any

complaints related to hygiene.

 Inventory management should be quick enough to refill the empty stocks in the store.
 Communication should be properly made from higher authorities to staff of store.

 Potential customers should be identified and some free gifts can be given to them. If

customer is shopping for say 5000Rs give him free gifts worth 500Rs on some

scheme like this so as to convert the customer to buy the loyalty card.

 Regular training to staff should be given and proper communication to all should take

place, miscommunication should be avoided as far as possible.

 More work and responsibilities should be given to summer interns so that they can

learn and get the benefit out of it which will help them in the future.
10. LIMITATIONS OF THE STUDY

Preparation of a project report and concluding a research is a whole process which is

carried out in a number of steps. Therefore throughout the whole process of research

there are a number of difficulties encountered by researcher, at every step. In the

present study we may

Assume following limitation:-

 Data don't represent entire population behavior.

 It is very difficult to measure perception by means of mathematical calculation.

 This research was done in Kanpur city only hence this Conclusion is valid only

for Kanpur.

 It was assumed that respondent have the knowledge about big bazaar but if he

do not have proper knowledge then result may come wrong.

 The respondent view point on the study questionnaire purely

judgment and may be induced by other reasons also.

11. APPENDICES

QUESTIONNAIRES:-

1. As big bazaar says “IS SE SASTA OR ACHHA KAHI NAHI” does big

bazaar match this?

A. yes B. no

2. Are you aware about your region specific product which is available in

store?

A. yes B. no

3. How on average do you spend on your planned shopping( one time) at

big bazaar?

A. Less than Rs 500 B. Rs500-1500 C. Rs1500-3000

D. Rs3000-5000 E. Rs 5000 & above

 4. How would you rate the following in our store?

Very good Good Average Bad

A. Price

B. Quality

C. Availability

D. Discount

offers

E. Product

displays

F. Staff behavior

G. Billing speed

H. Store

environment

4. Features you look in a product before making purchase?

Give preferences (1-Highest, 5-least)

A. Brand

B. Price & Discount

C. Quality & Value for money

D. Durability & After Sales service

E. Need

5. How frequently do you visit our store?

A. Weekends B. Wednesday

C. Once in 15 days D. Once in a month

E. Any time

6. How do you come to know about offers?

A. News papers B. Word of C. Hoardings

mouth
 D. Announcement in E. Pamphlets F. TV /Radio

store

7. How much time do you spend for shopping in big bazaar?

A. 1hr B. 1-2hr

C. 2-3hr D. More than 3hr

8. How much distance do you travel to come here?

A. Less than 2km B. 2-5km

C. 5-10km D. More than 10km

9. What store do you visit other then big bazaar? ( you can choose multiple

option )

A. Vishal mega mart B. Lifestyle

C. Reliance Trends D. Globus

E. Food court F. Others

Anything you found better than big bazaar

there………………………………………………………………………

……………………………………………………………………………

…………………………………………….

11. What attracts you for shopping at big bazaar?

……………………………………………………………………………

……………………………………………………….

12.Any suggestion to service you better.

……………………………………………………………………………

……………………………………………………….

13. Tell us little more about yourself………………….

Name:-

Age:-

Sex: M/F-

Mob no.:-

Occupation:-

Monthly family income:-

12. BIBLIOGRAPHY

BOOKS:

1). PHILIP KOTLER, “The principles of marketing”, Tata Mc Grew-Hill Publishing

2) SCHIFFMAN KANUK, “Consumer behavior: Buying, Having & Being”, Pearson

Publications

3) S. RAMESH KUMAR, “Conceptual issues in Consumer Behavior”, Pearson Publications

4) C.R.KOTHARI, “Research Methodology” New age international publication, 2nd revised

edition.

5) ENGEL & BLACKWELL, “Consumer Behavior”

WEBSITES:

 FutureBazaar (www.futurebazaar.com)

 Future Brands (www.futurebrands.co.in)

 Future Group (www.futuregroup.in)

 Google search

 Scribd.com

 Wiki pedia.com