Summer Internship Project Report

On

‘‘MARKETING STRATIGIES OF BIG BAZAAR’’

Summer Training Project Report

SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF
BACHELOR OF BUSINESS ADMINISTRATION
(AFFILIATED TO: Chaudhary Charan Singh University, Meerut)
(SESSION:-2016-2019)
SUBMITTED BY:-

DIGVIJAY SINGH
BISHT
ROLL.NO. 169359057
UNDER THE GUIDANCE: -

External Supervisor Internal Supervisor

MR. DEEPAK KUMAR MRS.AKANSHA TYAGI

SALES MANAGER ASSOCIATE PROFESSOR
BIG BAZAAR,DELHI IMS, GHAZIABAD

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 INSTITUTE OF MANAGEMENT STUDIES
(UNIVERSITY COURSES CAMPUS)

DECLARATION

I DIGVIJAY SINGH BISHT(169359293), hereby declare that the project titled

“MARKETING STRATEGIES OF BIG BAZAAR”. The information has been collected
from genuine and authentic sources.
These days institute have started giving more and more stress on the management training as
it first interference of a management student with the culture of a corporate world and it also
gives the first hand experience to the knowledge occurred by them through their faculty in the
classroom.

Our institute has been looking in the same direction and also determined to produce quality
students who are having a balance knowledge of both theoretical aspects and practical
knowledge as well and in the same context we have to undergo a summer training of 8-10
weeks in DELHI.

I also declare that this report has to my knowledge is my own and is neither submitted to any
other university nor published any time before.

DATE DIGVIJAY BISHT

PLACE:

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 ACKNOWLEDGEMENT

The successful completion of this report would not have been possible without the co-
operation and support of all the peoples like My Friends, Teachers, Institute and the
People who I have surveyed.
I would like to express my gratitude towardsAssociateProf.Mrs. AkanshaTyagi (Faculty of
BBA Dept.), and for giving me all the help and necessary guidelines. Without her help I
would have not been able to complete this project.

I would also like to thanks lab incharge to allow us the use of the systems for the preparation
of the project.

I wish to thank all those people whose support and encouragement have brought this report
into existence.

DigvijayBisht

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 EXECUTIVE SUMMARY

Retail sector is witnessing one of the most frenzied Marketing activities of all times. The
companies are fighting to win the hearts of “Customer who is God” said by the business
tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In Meerut, that
advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits
of people. It has created formats, which provide all items under one roof at low rates, or so it
claims. In this project, we will study its marketing strategies. The research title
“MARKETING STRATEGY OF BIG BAZAAR” helps us to understand the effect
of marketing strategy which is responsible for attracting customer towards big bazaar.

The report deals with the impact of marketing activity which attracts customer towards big
bazaar. The research was carried out as per the steps of Marketing Research. The well
supportive objectives were set for the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was survey method of exploratory research
design. The instrument used for the data collection was observation & questionnaire. The
target respondents were the visitors of BIG BAZAAR, with the sample size of 200 for the
study of comparison with other shops or malls in the locality. Tables & charts were used to
translate responses into meaningful information to get the most out of the collected data.
Based on those the inferences have been drawn with peer supportive data.

TABLE OF CONTENTS
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S.NO. CONTENTS PAGE NO.

DECLARATION I

ACKNOWLEDGEMENT II

EXECUTIVE SUMMARY III

1 INTRODUCTION 5– 7
2 COMPANY PROFILE 8-27

3 REVIEW OF LITERATURE 28-32

4 33-34
OBJECTIVES OF STUDY
RESEARCH METHODOLOGY
RESEARCH OBJECTIVE
RESEARCH DESIGN
5 35-40
4.1 SAMPLE DESIGN
4.2 SAMPLE SIZE
4.3 DATA COLLECTION METHODS
6 DATA ANALYSIS 41-51
7 FINDINGS 52-53
8 CONCLUSION 54-56
LIMITATIONS
9 56-57

10 SUGGESTIONS 58-59

BIBLIOGRAPHY
60-62
ANNEXURE 63-64

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 CHAPTER - 1
INTRODUTCTION

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 INTRODUCTION
Big Bazaar is the company’s foray into the world of hypermarket discounts stores, the first of
its kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to
the corresponding market prices. The high quality of service, good ambience, implicit
guarantees and continuous discount offers have helped in changing the face of the Indian
retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of
a local suburban train.

Big Bazaar is a chain of shopping malls in India, it provides quality items but at an affordable
price. This hypermarket has almost anything under one roof: Apparel, toys, household’s
appliances, and more. The ambience and customer care adds on to the shopping experience.
Big Bazaar is one of the fastest growing chains in Indian retail market. The chain has
currently 215 company stores in cities of India. It is a subsidiary of Future Group Venture
Ltd's, and follows the business model of United States based Wal-Mart.

The Big Bazaar brand is known for great modern style for men, women, and children. Big
Bazaar offers high level fashion styling. Since 2001, the name BIG BAZAAR has been
synonymous quality, value, and fashion integrity. It offers an unparalleled collection of cloths
for the entire family. Each garment is hand selected for quality and contemporary styling. Big
Bazaar manufactures majority of its own garments and out sources some under its direct
quality supervision. This enables them to offer the lowest possible and most reasonable
prices. Its goal is to provide a range of fashion wear to suit every pocket. Its product mix
represents the most current fashion trends in tops, bottoms, formals and accessories for men,
women and kids. The courteous staff ensures that consumers get what they want.

All Big Bazaars’ stores are air conditioned and tastefully decorated with easy access to the
products, giving to customers a unique shopping experience. Big Bazaar’s trained staff helps
in selecting the garment of your choice and also helps in colour coordination. The group’s
prime focus is fashion retailing. Its philosophy is integration and towards this end has
initiated backward integration in the field of high fashion by setting up a state of the art
manufacturing facility to support its retail endeavours. Big Bazaar is one of fastest growing
retailing groups. Its outlets cater to almost all price ranges. Its showrooms have a product
range so wide that all household needs can be catered to under one roof. Its stores give you
international quality goods and prices hard to match. The cost benefits that they derive from
their large central purchase of goods and services are passed on to the consumer.

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EXPANSION PLAN- the company inaugurated its first mall in Mumbai, first in the western
region. Chief Executive Officer Kishore Biyani said the company would expand to cities. The
chain currently has more than 214 company stores in 93 cities in India. Now company is
planning to expand Big Bazaar chain of retail outlet. While some stores will be standalone,
others will be opened in malls. While all Big Bazaar stores have a Food Bazaar store, as a
shop in shop (SIS) format, there will be expansion in the standalone format as well, the
spokesperson added. As of now, there are more than 60 standalone Food Bazaar stores.
Furthermore, 100 more standalone stores are expected as part of the expansion plan.

Apart from readymade garments, Big Bazaar retails watches, sunglasses, electrical
appliances, perfumes and cosmetics. The company has a turnover target of Rs 300 crore for
the current fiscal against the Rs 147 crore it clocked last year.

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 CHAPTER - 2
COMPANY PROFILE

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 COMPANY 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, 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 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.

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 - easy day among others. It also operates popular shopping portal-
www.futurebazaar.com
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.’

KEY PLAYES IN THE RETAIL INDUSTRY OF INDIA

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 Big Bazaar

V-Mart

Reliance Retail

Best Price

Vishal Mega Mart

PRODUCT PROFILE

At Big Bazaar Meerut, you will get: A wide range of products at 0-60% lower than the
corresponding market price, coupled with an international shopping experience.

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 GROUND FLOOR

Food Bazaar, Electronics, Personal Care, CSD, T24

FOOD BAZAAR-

Food Bazaar is a chain of large super market, where the best Western and Indian values have
been put together to ensure the satisfaction of the customer.

The sub category is described below:

FOOD:

Vegetables, Snacks, Health Drink, Noodles.

NON FOOD: Home needs, Rice, Flavours, and Spices etc.

ELECTRONICS SECTION

COOK & SERVE:

Microwaves

Cooking Ranges

Mixers & Grinders

Juicers
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 APPLIANCES:

Juice extractor

Iron

Purifier

Induction Cooker

PERSONAL CARE

All personal care items are available in this section

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T24

Tata Teleservices and Future Group launched T24, a unique telecom service in 2010. T24
allows you to shop-till-you-drop and get free talk time along with it. What's more, each time
you recharge your mobile you can get unbelievable shopping vouchers from leading Future
Group stores.

CUSTOMER CARE DESK

It is a resource intended to provide the customer with information and support related to
company’s product and services. The purpose of a help desk is to trouble shoot problems or
provide guidance about product such as electronics equipment,food,apprael

In West Delhi toll free number is:

18002002255

FIRST FLOOR

Materials suiting & shirting, Textiles, Sarees, Men’s accessories, Baby Accessories, games
(toys), footwear, CPU (Crockery, Plastic, & Utensils), Home care.

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 A. APPARELS

Apparels section is subdivided:

1. Men’s

2. Ladies

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3. Kid

4. Homeliness

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 B.
GENERAL MERCHANDISE:

LUGGAGE

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FOOTWEAR

TOYS

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C.
ELECTRONICS SECTION
COOK & SERVE

Microwaves

Cooking Ranges

Mixers & Grinders

Juicers

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APPLIANCES

Juice extractor

Iron

Purifier

Induction Cooker

D.
CPU (CROCKERY, PLASTIC, UTENSILS)

ORGANISATION STRUCTURE

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 STORE MANAGER

ASSISTANT STORE MANAGER

DEPARTMENT MANAGER

ASSISTANT DEPARTMENT
MANAGER

TEAM LEADER

SALES PERSONS or PROMOTERS

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 PRODUCTS RANGE OF BIG BAZAAR

A product occupies a dominant position among the four elements of marketing mix. In fact
planning & development of the marketing mix normally begins with a dear idea of the firm’s
product or services. In the word of Philip Kotler, a product is anything that can be offered to a
market for attention, acquisition, use or consumption. It includes physical objects services,
personalities, place, organization and ideas.”

Big Bazaar carries a wide range of consumer products in their stores. Some of them
are as follows:

Garments: Home furnishing:

Men Bed room

Women Drawing room

Boys Kitchen

Girls Bathroom

Infants Covers

Food mart: Households:

Beverage Thermo ware

Cooked Indian Cleaning aids

Cooked Chinese Plastics aids

Drinks Kitchen wears

Fruits & vegetables Appliance

We can say that Big Bazaar carries a wide assortment with itself:

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1. Woman wear

2. Man wear

3. Fruits & Vegetables

4. Hardware

5. Car- accessories

6. Techno mart

7. Electrical goods

8. Crockery

9. Consumer durable

10. Sanitary ware.

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 LOYALTY PROGRAMME

BIG BAZAAR Loyalty program gives the Indian consumer of being rewarded every

time he makes a purchase at any of their stores anywhere in the country. Consumers

can make purchases at any store and accumulate points at a central level. These

points are redeemable at any of the stores. Customers can accumulate points even

when customers make a purchase while traveling and redeem points at any store. So

no matter where the customers are in India they can partake in Big Bazaar loyalty

program.

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 THE BIG BAZAAR PROMISES

 MANUFACTURER’S WARRENTIES 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.

 GUARANTEED DELIVERY:

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

 SECURE PAYMENT:

It commits to ensure that no payment misuse happens, so they work with banks and payment
gateways to ensure that your information is protected. Payments are protected both by it and
by the policies of customer’s bank and the chances of fraud in these channels are actually
very low. Big Bazaar openly publishes its office addresses and is part of India’s largest retail
company with a presence all over India- so you know how to contact us in person, if required.

 SIMPLE 7-DAYS RETURN POLICY:

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If customer has purchased something at Future Bazaar and the product doesn’t meets it’s
expectations or does not fit to his needs, then it can return the product; no questions asked, as
long as it is in original packaging and accompanied by its invoice. It will even make the
return process simple for you- just contact their customer support and they will arrange pick
up the product from your home. Alternately, you can drop it off at the nearest Big Bazaar.

 PROMPT CUSTOMER SUPPORT:

Customer support is manned by dedicated call centre personnel, who can take 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 advice you the best possible method to a
successful fulfillment of all your queries. Be assured that when you call us, your call is being
taken seriously.

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 GROUP VISION

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer
in the most profitable manner.

GROUP MISSION

• Big Bazaar share the vision and belief that customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.

• We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.

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

• We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall
ensure that our positive attitude, sincerity, humility and united determination shall be the
driving force to make us successful.

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 SWOT

Strength

 High brand value

 Good infrastructure
 Trained stuff
 Everyday low prices and various offer, which attract customers
 Biggest retail chain in India
 Available facilities such as home delivery , booking goods on discount rate
Weakness

 Space is not enough , overcrowded during offers

 A number of branded products are missing
 Variety of product is missing (Apparel section)
Opportunity

 Meerut is a huge market

 Increasing mall culture in Meerut
Threat

 Competitors are Reliance, Best Price, V-Mart(business risk)

 Meerut market is a hub for garments & food items
 International players looking to foray India
 There are many customers in Meerut buys products on credit but Big Bazaar does not
sell its products on credit.

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 CHAPTER-3
REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

For the survey of existing literature, the research papers published in Journals, Reference
books, Magazine, internet, government report etc were referred. The observation and
findings presented in this section are based on this literature review.
Feinberg, Sheffler, Meoli and Rummel (1989) considered the social stimulation provided by
malls, finding that the mall served as an outlet for social behaviour.
Further examination of this issue was made by Lotz, Eastlick and Shim (2000), who studied
the similarities and differences between mall entertainment seekers and mall shoppers.
Their results supported hypotheses that there are different motivations for individuals who
visit a mall for entertainment activities versus those who visit for shopping purposes.
Roy (1994) in his study considered several characteristics of shoppers - such as functional
shopping motivation, deal proneness, recreational shopping motivation, age, income and
family size, to be a significant influence on mall shopping frequency.

Burns and Warren (1995) opined that since the store mix and product offerings of many
regional shopping malls are very similar, often the primary discriminator between many of
these centres is merely location. Making the choice to shop at a regional shopping mall
other than the one nearest to one’s place of residence, therefore, does not appear to be a
logical choice in many instances. Such behaviour, however, appears to be relatively
common. It would appear; therefore, that regional shopping mall choice may not always be
based solely on the offerings and location of the available shopping alternatives.

Jackson (1996) in his study observed that malls have become the place where senior citizens
walk in comfort and security, where parents lead their young to Santa Clauses, where
singles court, where teenagers socialize and where everybody consumes. Indeed a new
term, “Mall Rats” has been coined to describe the legions of young people who spend their
free time cruising indoor corridors. This proliferation of uses and of customers has led to the
frequent observation that regional malls are the new downtowns, the centers of informal
social interactions, the successors to the traditional marketplace.

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J.A.F. Nicholls (1997) in his article has mention about the situational dimensions affecting
purchasing behavior of Hispanic customers in a mall at some distance from their
neighbourhoods. The Hispanic shopper (which would also include a large segment of
immigrants) makes the (shopping) trip worthwhile by traveling with companions,
consummating a purchase while at the mall, and buying food or beverage during the visit.
The Hispanic shopper also spends more time at the mall and visits more stores while there.

Pashigian and Gould (1998) stated that consumers are attracted to malls because of the
presence of well-known anchors - department stores with recognized names. Anchors
generate mall traffic that indirectly increases the sales of lesser-known mall stores. Lesser-
known stores can free ride off of the reputations of better-known stores. Mall developers
internalize these externalities by offering rent subsidies to anchors and by charging rent
premiums to other mall tenants. The results of this article suggested that mall developers
are behaving rationally because they know that anchors attract customers to the mall and
increase the sales of other mall stores.
Kay M. Palan (2000) in his paper outlined gender identity, of consumer behavior studies in
the marketing literature that have examined gender identity. Based on the literature review,
the paper evaluates whether gender identity research is still warranted, and proposes
specific research questions to guide future research. The author is of the view that it is very
essential to understand the complex and changeable nature of personality traits associated
with gender categories.
Nikhilesh Dholakia & Piyush Kumar Sinha (2005) Customers tend to come to the stores with
a choice set. This set varies according to the extent of planning that the customer
undertakes before reaching the store. With more planning, this choice set narrows. While
buying from the traditional format (serviced) stores, the customers carry lists. These lists, in
many cases, mention the brand name of the product. Generally, the retailer simply fetches
the sought brands and collects them on the counter, ready for tallying and payment. In the
very affluent families, these patterns exhibit variations. Rather than the husband, the cart
pusher may be the maid or the driver (chauffer). Of course, in such cases, almost all the
picking and paying is done by "madam," the housewife-employer. While not yet much
evident in Ahmedabad, in bigger metropolitan areas such as Delhi or Mumbai, there are
some observed cases of maids coming to shop on their own, using lists provided by the
employer. To command appropriate respect from the store help, the maids "dress up" in
such situations. There has not been significant effort by research scholars and marketers to
study the consumer behavior pattern in Malls and to differentiate the same with behavior
pattern in traditional Mom-&-Pop shops. If the research has been conducted it is not being
made available to the other researchers.
Surbhi Khosla (2006) in her article briefly discussed about the retail sector in India and its
journey. The article mentions in the chronological order the evolution of different retail
formats in India and also major retailers in different formats. The article also discussed the
recent trends in the formats and future scope of the different formats of retailing.

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Prakash Chandra Dash (2007) studied and explodes the opportunities, challenges and
strategies of Indian retail sectors. The paper discusses the challenges like merchandising
mix, retail differentiation, supply chain management and also competition from supplier's
brand in the Indian perspective.

Gursharan Singh Kainth & Mr. Divakar Joshi (2008) studied the Perception of Customer &
Retailers towards Malls in Jaladhar in Punjab. The study was undertaken to learn about
people’s knowledge, beliefs, preferences & satisfaction. The locale of the study was The
Malls in Jalandhar region of Punjab. The sampling method used is non-probability
convenience sampling. A sample of 200 customers‟ and 50 retailers was selected through
convenience random sampling. Surbhi Khosla (2009) in his paper entitled “Understanding
Retail Sector in India: A Journey from Ancient to Modern Era” has highlighted the different
formats of retailing in India and also narrated the recent trends in retailing in India. The
author holds the view regarding the large formats retail outlets that the entertainment
factor being very high have a more chance of being successful than the other formats and
outlets.

Rupesh Kumar Tiwari, Anish Abraham(2010) studied in there paper entitled “Understanding
the consumer behavior towards shopping malls in Raipur city” the consumer behavior
towards shopping malls, with reference to Raipur city. The paper also examines the Mall
developers, managers, marketers and operators with the perfect blend of necessary acume
in terms of various shopping dimensions required to offer the targeted customers so as to
operationalize the mall with utmost productivity and performance. Hemant Syal (2011)
research paper titled “Retailing in India: Future Perspective” published in IJRFM Volume 1,
Issue 8 (December 2011). The paper paints a verbal picture of the impending retail boom
likely to happen sooner. The signs are all over the place. For few years foreign retailers will
have the role of facilitator for to standardize the agribusiness and to unify customer‟s
preference across the country. The competition will help to increase the quality of service of
the existing local retailers and greater customer satisfaction in Indian society. Concept of
selfemployment will vanish and sustainable small industries will be roped with the big
chains. Paper gives a glimpse of the slow evolution of retail market over the years.

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Deepika Jhamb and Dr(Ms) Ravi Kiran (2012) in there paper tries to understand the
improvement in retail sector in India, especially the modern retail formats, its attribute, type
of goods and impact of consumers demography on choice of emerging retail format. The
present research examines the emergence of modern retail formats in India. The major
emphasizes of the study is on consumers preferences of shopping goods and convenience
goods from modern retail formats. The findings of the paper reveal that consumers prefer
modern retail formats due to quality, variety of brands, parking facility, trained sales
personnel and for security purpose. Consumers‟ prefer malls and specialty store to
purchase various shopping goods like clothing, Footwear and Jewellery more as compared
to convenience goods. The paper further explores that higher income consumers and
younger generation visit modern retail formats more as compared to older once with low
income

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CHAPTER - 3
OBJECTIVES OF THE
STUDY

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 OBJECTIVES

1. To identify and understand the marketing strategies applied by this company.

2. To identify significant characteristics of the end consumer, understand its significance

for the retailing business and develop strategies accordingly.

3. To identify and understand the customer needs and perception.

4. To know about its competitors.

5. To know SWOT Analysis.

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 CHAPTER - 4
RESEARCH
METHODOLOGY
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 RESEARCH METHODOLOGY

Researcher had collected data of sample size 100, from outlet stores of Big Bazaar in
DELHI. Random sampling technique was used to collect data from customers of big
bazaar. Due to shortage of time researcher was able to collect data from sample of 100
customers only. Questionnaire (Primary data) was used to gather information from
customers entailing 9, closed ended questions. Also, some relevant information had
collected through the official website of Big Bazaar (Secondary data).

Research Methodology is the process used to collect information and data for the purpose of
making business decisions. The methodology may include publication research, interviews,
surveys and other research techniques, and could include both present and historical
information.

The marketing research process involves number of inter related activities, which overlap and
do rigidly follow a particular sequence. It consists of following steps:

 Defining the problem and Project Objectives

 Designing Project Plan

 Collecting Data

 Analysis of Data

 Interpretation and reporting the findings

Research Design

Research design is the plan, structure and strategy that investigator choose to integrate the
different components of the study in logical way, thereby, ensuring effectively address to the
research problem; it constitutes the blueprint for the collection, measurement, and analysis of
data.

Research design consists of three parts:

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EXPLORATORY RESEARCH: is research conducted for a problem that has not been
clearly defined. It helps determine the best research design, data collection method and
selection of subjects. Exploratory research often relies on secondary research such as
reviewing available literature and/or data, or qualitative approaches such as informal
discussions.

DESCRIPTIVE RESEARCH: Descriptive research is used to describe characteristics of a

population being studied. It does not answer questions about how/when/why the
characteristics occurred. Rather it addresses the "what" question (what are the characteristics
of the population or situation being studied?)

MODELLING RESEARCH: is undertaken when the researcher is interested in knowing

the cause and effect relationship between two or more variables. Such studies are based on
reasoning along well tested lines.

In my study I’m using survey method of exploratory research design to find out respective
result.

SURVEY METHOD

The Survey method is the technique of gathering data by asking questions to people who
are thought to have desired information. A formal list of questionnaire is prepared.
Generally a non disguised approach is used. The respondents are asked questions on their
demographic interest opinion.

 Advantages of Survey Method

1. As compared to other methods (direct observation, experimentation) survey yield a

broader range of information. Surveys are effective to produce information on
socio-economic characteristics, attitudes, opinions, motives etc and to gather
information for planning product features, advertising media, sales promotion,
channels of distribution and other marketing variables.
2. Questioning is usually faster and cheaper that Observation.
3. Questions are simple to administer.
4. Data is reliable
5. The variability of results is reduced.

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 6. It is relatively simple to analyze, quote the data obtained by survey method.

 Disadvantages of Survey Method

1. Unwillingness of respondents to provide information- This requires salesmanship on

the part of the interviewer. The interviewer may assure that the information will be
kept secret or apply the technique of offering some presents.
2. Inability of the respondents to provide information- This may be due to
a. Lack of knowledge
b. Lapse of memory
c. Inability to identify their motives and provide “reasons why?” for their actions
3. Human Biases of the respondents are there, for e.g.: “Ego”
4. Symantec difficulties are there - it is difficult, if not impossible, to state a given
question in such a way that it will mean exactly same thing to each respondent.
Similarly two different wordings of the same question will frequently produce quite
different results.

How to overcome the limitations of Survey Method

1. Careful framing and phrasing of questions.

2. Careful control of data gathering by employing specially trained investigators who
will observe carefully report on subtle reactions of persons interviewed

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 3. Cautious interpretations by a clear recognition of the limitations of the data and
understating of what exactly the data represents. This is especially true of responses to
questions like - “What price would you be willing to pay for this product?”
4. Looking at facts in relative rather than absolute terms.

PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum efforts,
time and money

 Type of study: Exploratory

 Research area: DELHI
 Source of information: primary data
 Data collection instrument: Questionnaire and personal interview
 Research Approach: Survey method

Sample design:

A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure adopted in selecting items for the sample. There are two types
of sampling:

 Random sampling
A simple random sample is a subset of a statistical population in which each member
of the subset has an equal probability of being chosen. A simple random sample is
meant to be an unbiased representation of a group.
 Non-random sampling
Here the choice of the sampling units depends entirely on the personal judgement of
the investigator.

The main constitutions of sampling design are:

 Sampling unit- a sampling framework developed for the targeted population
that will be sampled i.e. who is to be surveyed(consumers)
 Sample size- it is the substantial portion of targeted population that are
sampled to achieve reliable results(200 respondents)

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  Sampling procedure-the procedure to choose the respondents to obtain a
reprehensive sample, a non-probability sampling technique is applied for the
target-market.

DATA COLLECTION

Data collection is the process of gathering and measuring information, in an established

systematic manner that enables one to answer stated research questions, test hypotheses, and
evaluate outcomes.

The tools used for data collection are:

PRIMARY DATA:

Primary research consists of a collection of original primary data collected by the researcher.
It can be accomplished through various methods:

 Questionnaires a research instrument consisting of a series of questions for the

purpose of gathering information from respondent. The format of questionnaire is
structured and non disguised.

 INTERVIEW is a conversation where questions are asked and answers are given. In
common the word "interview" refers to a one-on-one conversation with one person
acting in the role of the interviewer and the other in the role of the interviewee. The
interviewer asks questions, the interviewee responds. It can be structured or indirect
by nature.

SECONDARY DATA:

Secondary data refers to data that was collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organisational records and data that was originally collected for
other research purposes. It can be of two types:

 PUBLISHED DATA sources are published thesis, government reports, international

reports

 UNPUBLISHED DATA sources are diaries, letters, autobiographies (unpublished),

trade associations and other bureaus.

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 CHAPTER - 5
ANALYSIS AND
INTERPRETATIONS
42
 ANALYSIS AND INTERPRETATION
Analysis of data is a process of inspecting, cleaning, transforming, and modelling data with
the goal of discovering useful information, suggesting conclusions, and supporting decision-
making.

As my report title is marketing strategies of big bazaar. I surveyed inside Big bazaar DELHI
and visited many people from dawn to dusk and ask some questions related to my topic.
Depending on the number of response i got, i developed these graphs

QUESTION1- WHAT IS THE AGE RATIO OF CUSTOMERS?

AGE Out of 100

30 customers are of age between 15-25

35 customers are of age between 26-35

25 customers are of age between 36-45

10 customers are of age between 46-65

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QUESTION2:WHAT IS THE GENDER RATIO OF CUSTOMERS?

SEX Out of 100 customers

60 are Male
40 are Female

44
INTERPRETATION

From this we can interpret that most of the customer are Male but this doesn’t mean that there
are less female customers but during my survey many female customers refused to answer
the Questionnaire.

QUESTION3:

IN WHICH PERIOD DO YOU LIKE TO SHOP?

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 Out of 100 customers
35 of them shop on daily basis
30 of them shop on weekly basis
20 of them shop on monthly basis
15 of them shop on occasionally basis

INTERPRETATION

From this we can interpret that most of the customer are coming here are weekly customers
and daily customers . Big Bazaar have to focus on monthly and occasional customers, for
this it should introduce more schemes.

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QUESTION4:

WHICH SHOP/ MALL DO YOU PREFER MOST FOR SHOPPING?

Out of 100 customers

25 of them do shopping from reliance
15 of them do shopping from v-mart
20 of them do shopping from Vishal mega mart
40 of them do shopping from Big Bazaar

INTERPRETATION

From this we can interpret that maximum no. of the customer are doing shoping from
Big Bazaar and after that vishal mega mart, v-mart, and reliance. Big Bazaar, has to use

47
effective marketing strategy for attracting the customers who are doing shoping from
other shops/ malls in that locality.

QUESTION5:

WHY DO YOU PREFER THAT SHOPS/MALLS?

Out of 100 customers

25 of them does shopping due to Best Discount from other shops mentioned
above
25 of them does shopping due to Best Offer from other shops mentioned above
15 of them does shopping due to employee behaviour from other shops
mentioned above
35 of them does shopping due to reasonable price from other shops mentioned
above

48
INTERPRETATION

From this we can interpret that most of the customer who are doing shopping from Vishal
mega mart, reliance are attracted towards them due to Reasonable price, Best discount,
They are not going for the quality of the products, as in Big Bazaar all the products
are of superior quality and due to the quality the price of someproducts are high but
the perception of customers is different. In Big Bazaar there are products for all class
of customers. So, Big bazaar need to implement better marketing and selling strategies by
providing attractive discounts, offers etc.

QUESTION6:

WHAT IS THE MOST ATTRACTIVE THING THAT BRINGS YOU HERE AT BIG
BAZAAR?

Out of 100 customers

15 of them come here at Big Bazaar by signage
20 of them come here at Big Bazaar by banner
25 of them come here at Big Bazaar by TV ads
40 of them come here at Big Bazaar by Word Of Mouth

49
INTERPRETATION

From this we can interpret that most of the customer are coming here are through word of
mouth and T.V Ads. BB has to focus on Signage and Banners, As in this locality there
are not sophisticated banners of BB but Reliance Trend has many banners, signage
for their customers. Proper advertising through different channels (let it be print media or
electronic media) is the requirement of Big Bazaar.

QUESTION7:

Which Big Bazaar scheme does attract you the most?

Out of 100 consumers

35 people voted for maha bachhat

25 people voted for EOSS

30 people voted for Wednesday bazaar

10 people voted for great kitchen festival

50
INTERPRENTATION

BIG BAZAAR should lay emphasize on maha bachhat scheme and should open it time to
time and on more frequent basis. This will help them attract more customers.

QUESTION8:

Which of the following attracts you the most?

out of 100 people

50 recommended T24

30recommended payback card

20recommended profit club

51
INTREPRETATION:

Big Bazaar should keep these attractive policies in continuation.

QUESTION9:

Does the staff treat you well?

Out of 100

70 answered yes

30 answered no

52
INTERPRETITON:

The staff of Big Bazaar is generous and courteous.

53
 CHAPTER – 6

FINDINGS

FINDINGS
 Store performs well in attracting the customers.
 Big Bazaar provides better shopping experience.
 Brands and products availability in Big Bazaar is not up to the mark (especially in
fashion wears like the Size & Variety of new trend).
 Noisy and unpleasant environment irritates customers.
 Air conditioning is really good.
 Discount and offers doing well in the store.

54
 Store management is good.
 Home delivery services are less used by the customers.
 Product display and signage is good.
 Parking facility is good.
 Cleanliness and hygiene maintained in the store is up to the mark.

55
 CHAPTER - 7
CONCLUSION

CONCLUSION

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The consumer’s preferences are changing & they are moving from traditional kirana
stores to modern retail outlet. It’s the main challenge to the modern retail outlet to attract
the customers towards them from those competitors. To attract more customers
companies have to carry out the promotional activities in unique way. Big Bazaar has
maintained that uniqueness & has succeeded in attracting customers.

56
The promotional activity of the company, which famous as fewer prices than others as
it says “NOBODY SELLS CHEAPER AND BETTER” is made its place in minds of
customers. As the competition is becoming stiff in the market the activities conducted by
the company are unique, that have brought fruitful result to the company. Among them
sales promotions is one of the leading activity or unique among all other activities & has
high influence on the customer walk-in.

57
CHAPTER - 8
LIMITATIONS

58
 LIMITATIONS
Time constraint: the allotted time to conduct the survey was 30 days. Therefore it became a
bit difficult to cover the entire city of DELHI.

Availability of data: All of the shopping mall was not in favour of us conducting the survey
inside their premises as it would disturb their customers. ‘Non-willingness of the respondents
to answer the questionnaire was also a hurdle.

Reliability of data: Reliability of data always remains a prime concern when humans are
surveyed. Non-interest, poor understanding, unclear questions, inability to think instantly and
customer biases creeps in.

Apprehensiveness: in the minds of the researcher while tabulating and analyzing the data.

Time limit is the major constraint

 Some respondent refuse to co-operate
 Some respondent replied half heartedly
 Some respondent gave incomplete information.

The survey was conducted in very general way as no other variable such as their educational
level, occupation

59
CHAPTER - 9
SUGGESTIONS

60
 SUGGESTIONS
 Create awareness
 There should be proper assortment of various product categories.
 Proper signage should be there so that customer can locate the products easily.
 Cleanliness and hygiene should be maintained regularly.
 Proper training should be provided to sales person so that they can deal with
customers efficiently.
 Various schemes and offers can be provided to them and attract new customers.
 No. of cash counters should be increased keeping in view customer traffic intensity.
 Quality in product should be increased
 Big Bazaar should keep offers in regular intervals so that there should not be long
term gap, because offer is the most influencing factor which is responsible
forcustomer purchase decision.
 Concentrate on TV ads they should show ads and promotional offers at regular
intervals.
 Customers should be given personal attention.
 It should give more attention to latest trends especially in fashion apparels.

61
BIBLIOGRAPHY

62
BIBLIOGRAPHYs
Websites-

1. www.retaisectir.com

2. www.retaiIyatra.com

3. www.retai

4. www.rkaymaIl.com

5. www.aipLcom

6. www.wickipedia.com

7. www.bigbazaar.com

8. www.vishaImegamart.com

9. www.reIianceretail.com

10. www.Knightfrank.com/India

63
11. www.imagefashion.com/back/expansion/outIet

12. http://www.gartner.com/public/static/hotc/00093369.html

13.http://www3.babson.edu/Publications/JR/PastIssues/Volume79Issue1/Exploringth

eeffect.cfm

14. www.ksa-techopack.com

15. Y:\Reatiling\[Report] Indian Organized Retail Industry (2005-2007).htm

16. Y:\Reatiling\Done\Organized Retail Industry

17. Y:\Reatiling\Done\Retail Biz.htm

18. Y:\Reatiling\Done\Retailing Industry in India.htm

19. Y:\Reatiling\Done\The Retail Industry.htm

20. Y:\Reatiling\Done\Who will win India's retail war.htm

21. Y:\Reatiling\The Real Wal-Mart Effect — HBS Working Knowledge.htm

CUSTOMERS’ PERCEP

BOOKS-

KNOOTZO’ DONNEL“Essentials of management concepts”

PHILIP KOTLER “Marketing Management”

C .R. KOTHARI“Research Methodology”

64
REFERENCE-
Big bazaar outlet in Gurgaon, Noida, Delhi

MAGAZINE-
Business World

The Economic Times

65
 ANNEXURE

QUESTIONNAIRE
NAME................................................................

66
AGE.............................

SEX: [MALE] [FEMALE]

CONATCT NO.........................................................

 IN WHICH PERIOD DO YOU LIKE TO SHOP?

[DAILY] [WEEKLY] [MONTHLY] [OCCASIONALLY]

 WHICH SHOP/ MALL DO YOU PREFER MOST?

[BIG BAZAAR] [VISHAL MEGA MART] [V-MART] [RELIANCE]

 WHY DO YOU PREFER THAT SHOP/ MALL?

[BEST DISCOUNT] [BEST OFFER] [EMPLOYEE BEHAVIOUR]

[REASONABLE PRICE]

 WHAT IS THE MOST ATTRACTIVE THING THAT BRINGS YOU HERE?

[SIGNAGE] [BANNERS] [T.V ADS] [WOM]

 WHICH BB SCHEME DOES ATTRACT YOU THE MOST?

[MAHA BACHHAT] [EOSS] [WEDNESDAY BAZAAR] [KITCHEN FESTIVAL]

 WHICH OF THE FOLLOWING POLICY ATTRACTS YOU THE MOST?

[T24] [PAYBACK CARD] [PROFIT CLUB]

 DOES STAFF TREAT YOU WELL?

[YES] [NO]

 EXPRESS YOUR EXPERIENCE BETWEEN BIG BAZAAR AND THE SHOP/

MALL YOU PREFERED.

......................................................................................................................................................
......................................................................................................................................................
............

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  WOULD YOU LIKE TO GIVE ANY SUGGESTION?

…………………………………………………………………………….

68