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base and to increase market share and also to achieve customer satisfaction through
high quality, optimum cost and quick delivery. The parameter of the marketing goal is
customers, every organization should take steps to increase the satisfaction level of the
customers. Therefore many innovative products and marketing strategies are evolved
and implemented to increase the customer base and also to satisfy them. The study is
thus focused on the customer satisfaction level of Big Bazaar and it’s products.
India is the country having the most unorganized retail market which is
expanding. The Indian Retail industry is the largest among all the industries, accounting
for over 10 per cent of the country’s GDP.The Retail industry has come forth as one of
the most dynamic and fast paced industries with several players entering the market.
The vast middle class and the almost untapped retail industry are the key attractive
forces for global retail giants wanting to enter Indian market, which will help Indian
quality merchandise in categories like food, apparels, mobile, watches etc. are being
widely accepted by urban Indian consumer. Retailers need to take advantage of this
1
attractive offers that satisfy and delight the customer. Thus customer satisfaction plays
Studies reveal that it is five times costlier to get a new customer, so customer
2
INDUSTRY PROFILE
About Hypermarket
a department store. The result is a very large retail facility which carries an enormous
range of products under one roof, including full lines of groceries and general
merchandise. When they are planned, constructed, and executed correctly, a consumer
can ideally satisfy all of their routine weekly shopping needs in one trip.
The format was pioneered by Carrefour upon opening its first such store in 1963
The first hypermarket was introduced in the United States in 1987. In the late
1980s and early 1990s, the three major discount store chains in the United States—
format. Wal-Mart introduced Hypermart USA in 1987 and later Wal-Mart Super center,
and Kmart developed Super Kmart. In 1991, Dayton-Hudson Corporation (now Target
Corporation) expanded its Target Greatland discount store chain into Columbus, Ohio,
where it learned that its general merchandise superstores were unable to compete
hypermarket format in 1995 by opening its first SuperTarget store in Omaha, Nebraska.
3
List of hypermarkets in Important Countries
France
• Carrefour
• Auchan
• E.Leclerc
• Géant
• Hyper U
Italy
• Auchan
• Carrefour
• Panorama
• Ipercoop
United Kingdom
• Asda
• Tesco
• Sainsbury's
• Morrison's
4
United States
• Meijer
• Fred Meyer
• Super Kmart
• SuperTarget
• Bigg's
• Wal-Mart Supercenter
Canada
and in Quebec Maxi & Cie. Wal-Mart has been operating stores in Canada since 1994.
Supercenterformat in the United States. The first three opened in Ancaster, London, and
Stouffville in Ontario, with another 14 projected to open across Canada by the end of
the 2007. A number of existing stores may be expanded to reflect this change, where
space allows.
5
PROFILE OF COMPANY
multiple retail formats in both the value and lifestyle segment of the Indian consumer
square feet of retail space, has over 1000 stores across 61 cities in India and employs
Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.
Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, aLL, Top 10, mBazaar and Star and Sitara.
6
Pantaloon Retail was recently awarded the International Retailer of the Year
2007 by the US-based National Retail Federation (NRF) and the Emerging Market
Retailer of the Year 2007 at the World Retail Congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business group catering to
Future Group is one of the country’s leading business groups present in retail,
asset management, consumer finance, insurance, retail media, retail spaces and
logistics. The group’s flagship company, Pantaloon Retail (India) Limited operates
over 10 million square feet of retail space, has over 1,000 stores and employs over
30,000 people.
Future Group is present in 61 cities and 65 rural locations in India. Some of its
leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home
Town, eZone, Depot, Future Money and online retail format, futurebazaar.com.
India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew
Bar and Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on
The group’s joint venture partners include Italian insurance major, Generali,
French retailer ETAM group, US-based stationary products retailer, Staples Inc and
UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.
7
Future Group’s vision is to, “deliver Everything, Everywhere, Every time to
Every Indian Consumer in the most profitable manner.” The group considers ‘Indian-
ness’ as a core value and its corporate credo is - Rewrite rules, Retain values.
beauty, rewards and perfection. Future encourages us to explore areas yet unexplored,
write rules yet unwritten; create new opportunities and new successes. To strive for a
glorious future brings to us our strength, our ability to learn, unlearn and re-learn our
ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but
Our customers will not just get what they need, but also get them where, how
and when they need. We will not just post satisfactory results, we will write success
stories. We will not just operate efficiently in the Indian economy, we will evolve it.
8
We will not just spot trends; we will set trends by marrying our
It is this understanding that has helped us succeed. And it is this that will help us
succeed in the Future. We shall keep relearning. And in this process, do just one thing.
Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Group Mission
We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space
making consumption affordable for all customer segments – for classes and for
masses.
We shall infuse Indian brands with confidence and renewed ambition. We shall
We shall ensure that our positive attitude, sincerity, humility and united
9
Core Value
• Respect & Humility: to respect every individual and be humble in our conduct.
10
Company Timeline
Major Milestones
1992 Initial Public Offer (IPO) was made in the month of May.
launched across the nation. The company starts the distribution of branded garments
11
Big Bazaar
owned by the Pantaloon Retail India Ltd, Future Group. It works on the same economy
model as Wal-Mart and has considerable success in many Indian cities and small
towns.
The goods are supplied from the Bangalore branch of Big Bazaar. The Big
The functional areas in Big Bazaar are Human resource, marketing, IT, admin,
2. NBD(glasses,watches,car accessories,helmet,cosmetics)
3. Mobile bazaar
4. Men’s wear
5. Women’s wear
6. Kids wear
7. Foot wear
8. Luggages
9. Electronics bazaar
12
10. Furniture
12. Depot
13. Crockery
14. Utensils
16. Plastics
17. Toys
The sales persons working there are well trained to serve the customers. They
are getting promotion as team leader for their best performance with increase in salary
and incentives are also given. Employee discount cards are given to every employee for
their purchasing in Big Bazaar.The idea was pioneered by entrepreneur Kishore Biyani,
It is the biggest and the fastest growing chain of department store and aims to
have 150 by June 2009 and 350 stores by the end of year 2010. Currently Big Bazaar
stores are located only in India. Big Bazaar is not just another hypermarket. It caters to
every need of a family. Where Big Bazaar scores over other stores is its value for
13
At Big Bazaar, we can get the best products at the best prices - that’s what they
guarantee. With the ever increasing array of private labels, it has opened the doors into
the world of fashion and general merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more at prices that will surprise you. And this
is just the beginning. Big Bazaar plans to add much more to complete your shopping
experience.
Many Big Bazaar stores have a grocery department and vegetable section called
the Food Bazaar. Big Bazaar stores in Metros have a gaming area and kids' play area
for entertainment. These have proven to be very popular as a hang-out area for people
Lines of Business
• E-tailing
• Food
• Books/music
• Fashion
• Telecom/IT
• Home/electronics
• General merchandise
• Leisure/entertainment
14
Board of Directors
and the Group Chief Executive Officer of Future Group. He has led Pantaloon
Retail’s emergence as the India’s leading retailer operating multiple retail formats
that now cater to almost the consumption basket of a large section of Indian
consumers.
Kishore Biyani led the company’s foray into organized retail with the opening
up of the Pantaloons family store in 1997. This was followed in 2001 with the launch
India. It blends the look, touch and feel of Indian bazaars with aspects of modern retail
like choice, convenience and quality. This was followed by a number of other formats
The year, 2006 marked the evolution of Future Group, that brought together the
multiple initiatives taken by group companies in the areas of Retail, Brands, Space,
Capital, Logistics and Media. Kishore Biyani advocates ‘Indianness’ as the core value
driving the group. The group’s corporate credo is ‘Rewrite Rules, Retain Values.’
Kishore Biyani was awarded the Ernst & Young Entrepreneur of the Year 2006
in the Services Sector and the Lakshmipat Singhania - IIM Lucknow Young Business
15
He was also awarded the CNBC First Generation Entrepreneur of the Year
2006.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
Mr.S.Doreswamy-Independent Director
Dr.D.O.Koshy-Independent Director
16
Affiliate Companies
17
Awards and Recognition
2008
The Reid & Taylor Awards for Retail Excellence are an important feature of the
Asia Retail Congress - Asia’s single most important global platform to promote world-
class retail practices - and are aimed at honouring the best, in Asian Retail scenario.
• Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani
• Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food
Bazaar
• Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big
Bazaar
• Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big
Bazaar
18
The Coca-Cola Golden Spoon Awards 2008, were given away for the first time
as a culmination of the ‘Food Forum India 2008’ – a two day convention which saw the
participation of leading brands, retailers & retail support organizations from across the
globe. The awards were presented to honour enterprise, innovation and achievement in
2007
• Most Admired Retailer Of the Year: Food and Grocery; Food bazaar.
Hometown
• Most Admired Retail Company Of the Year: Pantaloon Retail (India) Ltd.
• International Retailer for the Year 2007- Pantaloon Retail (India) Ltd.
• Emerging Market Retailer for the Year 2007- Pantaloon Retail (India) Ltd.
19
• Best Employers In India (Rank 14th)- Pantaloon Retail (India) Ltd.
2006
• Asia Pacific Best of the Best Retailers- Pantaloon Retail (India) Ltd.
20
Images Retail Awards
21
REVIEW OF LITERATURE
Customer Satisfaction
indicator within business and is part of the four perspectives of a Balanced Scorecard.
satisfied. Satisfied customers make repeat purchases, and they tell others about their
good experiences with the product. Therefore many marketing strategies are evolved
and implemented to increase the customer base and also to satisfy them. The key is to
delight customers by promising only what they can deliver, then delivering more than
they promise.
22
Measuring Customer Satisfaction
marketplace.
manifestation of the state of satisfaction will vary from person to person and
both psychological and physical variables which correlate with satisfaction behaviours
The level of satisfaction can also vary depending on other options the customer
may have and other products against which the customer can compare the
• Quality Environment
23
• Timeliness Front line service behaviours
change measurement and are most often utilized to develop the architecture for
statements using a Likert Technique or scale. Customer satisfaction can help the
business achieve a sustainable competitive advantage. It’s about understands the way a
customer feels after purchasing a product or service and, in particular, whether or not
experiences, word of mouth from family, friends and colleagues and information
customer’s expectation isn’t met, they will be dissatisfied and it’s very likely they will
24
• Loyalty: a highly satisfied customer is a loyal customer.
• Referrals: a highly satisfied customer tells their family and friends about the
product or service.
• Reduced costs: a highly satisfied customer costs less to serve than a new
customer.
• Premium prices: a highly satisfied customer is willing to pay more for the
product or service.
how the customers think and feel the brand, product or service. A satisfaction survey
can help us to understand the expectations of the customers, determine whether the
customers believe the product, brand or service, determine whether meeting those
expectations, identify new customer requirements or trends in the market and determine
A good customer satisfaction survey will also help us to understand the causes
of dissatisfaction among the customers. Once identified, these issues will be able to
independent surveys, feedback forms, mystery shopping and focus groups. Some third
25
party surveys also compare the customer satisfaction of major competitors, which
short feedback form or conducting a brief telephone interview that asks the customer to
To calculate the customer retention rate, we will need to capture data about the total
number of customers and the .number of customers switching brands. If we track this
information over time, we will be able to see whether we are improving the customer
Another tool has been introduced in Australia is the Net Promoter Scores, which
provide a new metric for measuring customer loyalty. The Net Promoter Scores ask one
friend or colleague. This question has been identified as the ultimate determinant of
26
RESEARCH METHODOLOGY
is a careful investigation or inquiry specially done through search for new facts in any
branch of knowledge.
Field of Study
According to the topic, the researcher focused his study on Big Bazaar as the
stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It works on the
same economy model as Wal-Mart and has considerable success in many Indian cities
Pilot study
researcher may undertake some sort of preliminary survey or it is called as pilot study.
The researcher went to Big Bazaar to see whether the company is suitable for the study.
The researcher selected a topic which will be suitable for future reference .The guide
also accepted to do the research and said that he will guide the researcher.
Research Design
27
The researcher used descriptive research design for the research study.
Descriptive design means concerned with the research studies with a focus on
an arrangement of condition for collection and analysis of data in a manner that aims to
Research Instrument
Research tools employed for meeting the objective of the study were both open
ended and closed ended questions. All the chapters of the study will be different in
Sampling Plan
population, which is selected as the representative for the purpose of the study. It is a
known fact, that smaller the sample size higher will be the statistical error. Hence
Sample Area
28
Sample Unit
Data Collection
With the prior permission of the head of the institution, the researcher meets
the respondents who are freely able to answer. First of all a rapport is created with the
respondents by clearly informing them the nature and objectives of the study. The
respondents are asked to take his/her own time and doubt if any, regarding questions
are clarified.In order to gather relevant and correct data, the respondents are given
assurance that the data gathered are highly confidential in nature and are purely for the
Sources of Data
• Primary data
• Secondary data
Primary Data
Primary data are those which are collected fresh and for the first time and this
happen to be original Eg: - questionnaire. The primary data was collected through
Secondary Data
29
Secondary data are those which have already been collected by someone else
secondary data were collected through books, websites which were related to the topic.
• Perceptual Mapping
Period of Study
The study was conducted for a period nearly three months, i.e., from January
2009 to March 2009 at the works of the Company. The assistance of the managers of
the company was taken to spare the respondents to answer the questionnaire. The
30
OBJECTIVES OF THE STUDY
Primary objective:
• To study the customer satisfaction level among the customers of Big Bazaar.
Secondary Objectives:
31
RESEARCH PROBLEM
marketplace. In the present scenario of slowdown, cost cutting and increasing cost of
rental, customers have cut down on their purchase of products and services. So it
becomes necessary for retailers to identify the taste and preference of customers, their
Big Bazaar having variety of low cost products and several promotional offers,
product, cut the cost or retain a promotional offer and also decide on their expenditure
32
NEED FOR THE STUDY
Big Bazaar, the flagship company of Pantaloon Retail India Ltd, owned by
Future Group has several varieties of products, innovative and exciting promotional
offers and a strong customer base of different age group. So it is necessary to study the
consumer’s perception of the products and seek their feedback or suggestion for
improvement.
factors like attributes, promotional offers, price of products, overall satisfaction level
and what is their frequency of visit to various sections. Such a study can help the
company devise new marketing strategies, study the demographics of customers, get a
33
SCOPE OF THE STUDY
• The study was aimed at measuring the customer’s satisfaction level through
• The study may help the company to devise new marketing strategies.
• The study will also help the company to know about the demographics of the
• To know the customer’s view and factors that attracts them to purchase from the
hypermarket.
• The study will help the company to identify it’s pitfalls and also improve them.
34
LIMITATIONS OF THE STUDY
• The survey was limited only to the customers of Big Bazaar outlet at T.Nagar,
Chennai.
• Time is the major limiting factor as the available time for survey was only three
months.
• The accuracy of the findings is trusted by the accuracy of the statistical tools
• Few respondents were reluctant while answering the questions due to their busy
schedule.
35
ANALYSIS AND INTERPRETATION
Analysis and interpretation plays a vital role in every research. This chapter
clearly represents the data and statistical analysis with the help of tables and diagrams
to interpret the data logically in order to bring about the main findings based on that
without analysis and both are mutually interdependent. It is the task to make use of
interpretation as the tool to find out a link or a position of the study in whole analytical
frame work. The following statistical tools are used for analysis;
• Perceptual Mapping
36
Table 1
Males 186 62
Females 114 38
37
Inference
From the above table it is clear that 62% of respondents were male and 38% of
Chart 1
N o . O f R e s p o n d e n ts
38 %
M a le s
F em a le s
62 %
38
Table 2
Professional 0 55 44 32 31 162
Self employed 0 12 15 20 4 51
Homemaker 0 8 12 0 19 39
Others 0 0 4 4 7 15
Total 16 92 75 56 61 300
39
Inference
From the above table it is clear that there are 16 respondents in the age group 11-19, 92
respondents in the age group 20-29, 75 respondents in the age group 30-39, 56
respondents in the age group 40-49 and 61 respondents in the age group 50 and above.
Chart 2
60
50
S tudent
40
P ro fe s s io n a l
30 S e lf e m p lo y e d
H om em ak er
20
O th e rs
10
0
1 1 to 1 9 2 0 -2 9 3 0 -3 9 4 0 -4 9 5 0 a n d a b o ve
40
Table 3
11-19 0 0 12 4 16
20-29 16 7 59 8 90
30-39 15 16 20 24 75
40-49 4 8 32 12 56
50 and above 0 8 23 32 63
41
Inference
From the above table it is clear that 35 respondents visit once in a week, 39 respondents
visit once in a fortnight, 146 respondents visit once in a month, 80 respondents visit once
in 3 months.
Chart 3
70
60
50
O n c e in a w ee k
40
O n c e in a fo rtn igh t
30 O n c e in a m o n th
O n c e in 3 m o n th s
20
10
0
1 1 to 1 9 20 -29 3 0-3 9 4 0 -4 9 5 0 a nd ab o ve
42
Table 4
Rs.18001-27000 43 14
>Rs.27000 80 27
No Income 80 27
43
Inference
From the above table it is clear that 27% of respondents have salary between Rs.9001-
Chart 4
C la s s ific a tio n b a s e d o n In c o m e le v e l
30
25
20
15 P erc ent
10
0
< R s .9000 R s .9001-18000
R s .18001-27000> R s .27000 N o Inc om e
44
Table 5
Rs.9001-18000 62 33 20 17 82
Rs.18001-27000 20 11 23 21 43
>Rs.27000 76 41 4 3 80
No Income 24 13 56 49 80
45
Inference
From the above table it is clear that 2% male and 10% female have salary less than
Rs.9000 per month, 33% male and 17% female have salary between Rs.9001-18000 per
month, 11% male and 21% female have salary between Rs.18001-27000 per month,
41% male and 3% female have salary above R.27000 per month and 13% male and
Chart 5
C la s s ific a tio n b a s e d o n M o n th ly In c o m e a n d S e x
50
45
40
35
30
25 M a le P e rc e n t a g e
20
F e m a le P e rc e n t a g e
15
10
5
0
< R s . 9 0 0 0R s . 9 0 0 1 -R s . 1 8 0 0 1>-R s . 2 7 0 0N0o In c o m e
18000 27000
46
Table 6
Chart 6
47
Visit to various Sections
Furniture bazaar
Men's section
Crockery,Plastics,Linen
Inference
From the above table it is clear that mobiles and watches section is the rarest visited
Table 7
48
Inference
From the above table it is clear that 5% of respondents feel that the pricing is very high,
10% of respondents feel that the pricing is high, 61% of respondents feel that the
pricing is medium and 24% of respondents feel that the pricing is low.
Chart 7
49
C u sto m er o p in io n o n P ricin g
70
60
50
40
P erc entage
30
20
10
0
V ery High High M edium Low
Table 8
50
Analysis on whether Price of products are Low compared to other
Retailers
Yes 138 46
No 162 54
Inference
51
From the above table it is clear that 46% of respondents feel that the pricing is low
compared to other retailers and 54% of respondents feel that the pricing is not low
Chart 8
46%
Yes
No
54%
52
Table 9
Inference
53
From the above table it is clear that 6% of respondents feel that the customer service is
very good, 53% of respondents feel that the customer service is good, 31% of
respondents feel that the customer service is average and 5% of respondents feel that
Chart 9
60
50
40
30 Percentage
20
10
0
Very Good Good Average Poor Very poor
54
Table 10
Inference
55
From the above table it is clear that 19% of respondents strongly agree,72% of
respondents agree,7% of respondents disagree and 2% of respondents strongly disagree
that price of the product are proportional to quality.
Chart 10
80
70
60
50
40
Percentage
30
20
10
0
Strongly agree Agree D is agree Strongly dis agree
56
Table 11
Inference
57
From the above table it is clear that 16% of respondents have utilized Monthly savings
bazaar offer,39% of respondents have utilized Big Day offer,41% of respondents have
utilized Exchange offer and 29% of respondents have utilized Wednesday bazaar offer.
Chart 11
90
80
70
60 M onthly s avings baz aar
50 B ig Day
40 E x c hange O ffer
30 W ednes day B az aar
20
10
0
Y es P erc entage No P erc entage
58
Table 12
Big Day
Sections Always Sometimes Rarely users
Crockery,Plastics,Linen 28 52 36 116
Inference
59
From the above table it is clear that 62% of respondents visit Food Bazaar always
during Big Day and 82% of respondents rarely visit mobiles, watches section during
Big Day.
Table 13
Highly Highly
Occupation/Rating satisfied Satisfied Neutral Dissatisfied dissatisfied Total
Student 0 28 4 0 0 32
Professional 4 129 28 0 0 161
Self employed 4 31 12 4 0 51
Homemaker 4 24 8 4 0 40
Others 4 4 4 0 4 16
Total 16 216 56 8 4 300
Inference
60
From the above table it is clear that 80% of professionals, 60% of homemakers, 88% of
students and 61% of self employed respondents are satisfied with the performance of
Big Bazaar.
Chart 12
140
120
100 H igh ly s atis fie d
S a tis fie d
80
N e u tra l
60
D is s a tis fie d
40 H igh ly d is s a tis fie d
20
0
S tu de n t P ro fe s s ion a l S elf H o m e m a k er O th e rs
e m p lo y ed
61
Chi Square Test-1
satisfaction level.
satisfaction level.
Table 14
Highly Highly
Gender Satisfied Satisfied Neutral Dissatisfied dissatisfied Total
Female 8 83 12 5 6 114
62
Calculation
= 8.6694
Level of Significance = 5%
= (2-1)(5-1)
=4
63
Inference
As the calculated value is less than table value null hypothesis H0 is accepted. There is
no significant relationship between the gender and and overall satisfaction level.
64
Chi Square Test-2
Table 15
<Rs.9000 7 8 15
Rs.9001-18000 19 63 82
Rs.18001-27000 20 23 43
>Rs.27000 20 60 80
No Income 8 72 80
65
Calculation
= 24.3285
Level of Significance = 5%
= (5-1)(2-1)
=4
Inference
As the calculated value is greater than table value alternative hypothesis H1 is accepted.
visit.
66
Anova
level.
satisfaction level.
Table 16
67
Calculation
= (50128/5)-3600
= 6425.6
= (12470)-10025.6
= 2444.4
samples
SS within 2444.4 (25-5) = 20 122.22
samples
Total 8870 (25-1) = 24
Level of Significance = 5%
Inference
respondents.
Rank Correlation
68
Table 17
Calculation
Male
Weighted
Rank 1 Rank 2 Rank 3 Rank 4 Total Average
Product 95*4 36*3 36*2 19*1 579/186 3.11
Price 20*4 60*3 62*2 44*1 428/186 2.3
Place 40*4 55*3 36*2 55*1 452/186 2.43
Promotion 31*4 35*3 52*2 68*1 401/186 2.15
Female
69
Weighted
Rank 1 Rank 2 Rank 3 Rank 4 Total Average
Product 51*4 35*3 20*2 8*1 357/114 3.13
Price 27*4 12*3 63*2 12*1 292/114 2.47
Place 24*4 27*3 11*2 52*1 251/114 2.2
Promotion 12*4 40*3 20*2 42*1 250/114 2.19
Total 2
Σd² = 2
n= 4
70
= 1- ((6*2)/4(4²-1))
= 0.8
Inference
From the above calculation it is clear that there is a positive correlation between ranks
Weighted Average
71
Table 18
Calculation
Very Weighted
Attribute/Rating good Good Average Poor Total average
Variety 34*4 203*3 63*2 0 871/300 2.9
Quality 40*4 209*3 51*2 0 889/300 2.96
Brands 8*4 116*3 176*2 0 732/300 2.44
Availability 31*4 142*3 103*2 24*1 780/300 2.6
Display 51*4 198*3 43*2 8*1 892/300 2.97
W e ig h t a g e o f A t t r ib u t e s
3 .5 2 .9 6 2 .9 7
2 .9
Inference 3 2 .6
2 .4 4
Respondents2have
. 5 weighed display attribute the maximum 2.97 and brands attribute the
minimum 2.44.2
S e r ie s 1
1 .5 Chart 13
1
0 .5
72
0
Perceptual Mapping
73
Table 19
Calculation
74
Variety
Very Weighted
Age/Rating Good Good Average Total Average
11-19 yrs 0*3 16*2 0*1 32/16 2
14*3 68*2 8*1 186/90
20-29 yrs 2.06
Quality
Weighted
Very Good Average Total Average
Age/Rating Good
11-19 yrs 4*3 12*2 0*1 36/16 2.25
20-29 yrs 16*3 59*2 15*1 181/90 2.01
30-39 yrs 4*3 47*2 24*1 130/75 1.73
40-49 yrs 8*3 48*2 0*1 120/56 2.14
50 yrs and
8*3 43*2 12*1 122/63
above 1.93
Inference
Maximum respondents in the age group 20-29 have rated both quality and variety as the
best.
Chart 14
75
Perceptual Mapping-Weightage of Variety and Quality Vs Age group
FINDINGS
76
Demographic Findings
Specific Findings
70% of respondents have said that the qualities of the products are good.
More than half of the respondents (54%) feel that price of products in Big
More than half of the respondents (59%) have said that the brands in the shop
are average.
Respondents have weighed display attribute the maximum 2.97 and brands
More than half of the respondents (53%) feel the customer service is good and
54% of respondents feel that price of products are not low compared to other
retailers.
84% of respondents are not aware of the Monthly Savings Bazaar offer.
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72% of the respondents are satisfied with the overall performance of the shop.
the 4Ps.
Maximum respondents have visited the Food bazaar section during Big Day
offer.
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SUGGESTIONS
27% of the respondents are high income people, so parking facility has to be
improved.
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Conclusion
From the study it was found that 72% of the respondents are satisfied with the
overall performance of Big Bazaar taking into consideration several factors. On the
utilization of various offers, the awareness and information of certain offers are less
Customer also feel that the brands and availability of the products are weak,
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BIBLIOGRAPHY
Books
Websites
1. www.bigbazaar.com
2. www.pantaloon.com
3. www.workforce.com
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QUESTIONNAIRE
Dear Respondents,
I assure you that all the below information disclosed by you will be kept
confidential.
1. Name:
3. Age:
a) <10 years b) 11-19 years c) 20-29 years d) 30-39 years e) 40-49 years
4. Occupation:
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5. Monthly Income:
6. Education:
7. Area of Residence:
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Variety
Quality
Brands
Availability
Display
11. How do you feel about the pricing in Pondy Bazaar-Big bazaar?
Please specify:______________________________________________________________
12. Are the price of products in Pondy Bazaar-Big bazaar lower compared to other retailers?
a) Yes b) No
(Mobility, Space)
Ambience
Proximity
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15. How do you rate the customer service in the shop?
Yes No
Monthly Savings Bazaar
Big Day
Exchange offer
Wednesday Bazaar
Rank
Product (Quality,variety,Brand)
Pricing
Place (Reachability,Convenience)
Promotion (Offers, Discounts)
18. How satisfied are you with the overall performance of Pondy Bazaar-Big bazaar?
85
19. Suggestions for improvement, if any
___________________________________________________________________________
86