CHAPTER 1.

MARKETING STRATEGIES AND CONSUMER DEMAND OF

BIG BAZAAR INTRODUCTION

Marketing strategies is a long-term, forward-looking approach to planning with the

fundamental goal achieving a sustainable competitive advantage. Strategic planning
involves an analysis of the company’s strategic initial situation prior to the
formulation, evaluation and selection of the market-oriented competitive position that
contributes to the company’s goals and marketing objectives. Scholars continue to
debate the precise meaning of marketing strategy. Consequently, the literature offers
many different definitions. On close examination, however, these definition appear to
center around the nation that strategy refers to a broad statement of what is to be
achieved. The marketing strategy informs the marketing plan, which is a document
that lays out the types and timing of marketing activities. A company’s marketing
strategy should have a longer lifespan that any individual marketing plan as the
strategy is where the value proposition and the key elements of the company’s brand
reside

Marketing strategies is a long-term, forward-looking approach to planning with the

fundamental goal achieving a sustainable competitive advantage. Strategic planning
involves an analysis of the company’s strategic initial situation prior to the
formulation, evaluation and selection of the market-oriented competitive position that
contributes to the company’s goals and marketing objectives. Scholars continue to
debate the precise meaning of marketing strategy. Consequently, the literature offers
many different definitions. On close examination, however, these definition appear to
center around the nation that strategy refers to a broad statement of what is to be
achieved. The marketing strategy informs the marketing plan, which is a document
that lays out the types and timing of marketing activities. A company’s marketing
strategy should have a longer lifespan that any individual marketing plan as the
strategy is where the value proposition and the key elements of the company’s brand
reside. These things ideally do not shift very much overtime.

Marketing strategy involves mapping out the company’s direction for the
forthcoming planning period, whether that be three, five or ten years. It involves
undertaking a 360 review of the firm and its operating environment with a view to
identifying new business opportunities that the firm could potentially leverage for the
competitive advantage. Strategic planning may also reveal market threats that the firm
may need to consider for long-term sustainability. Strategies planning makes no
assumptions about the firm continuing to offer the same product to the same
customers into the future. A marketing strategy grows out of a company’s value
proposition. The value proposition summarizes the competitive advantages a company
has in its market .The value proposition usually provides the key message for
example, is a discount retailer with “everyday low prices, ”and its business operations
and marketing revolve around that. A company is never creating a marketing strategy
from scratch.

Marketing Strategies management is an ongoing process that evaluates and controls

the business and the industries in which the company is involves; assesses it
competitors and sets goal and strategies to meet all existing and potential competitors;
and then re-assesses each strategy annually or quarterly to or quarterly to determine
how it has been implemented and whether it has succeeded or needs replacement by a
new strategy to meet changed circumstances, new technology.
1.2 Objectives

 To know about the Consumer demand of Big Bazaar Products.

 To understand the marketing strategies of Big Bazaar.

1.3 Scope of the study

This study is moreover focused towards the marketing strategy of big bazaar. A
marketing plan is a detail roadmap that outlines all the marketing strategies, tactics,
activities, cost and projected results over a period of time. This Plans keeps the entire
team focused on specific goals-it’s a critical resource on entire company. It takes time
to develop a Marketing plans.

1.4 Need of the study

This study is taken up to fulfill the requirement of B.M.S degree course of Mumbai
University. The project is undertaken during January 2019 to March 2019 and the
main purpose of the Project is known for the application of the theoretical aspects in
BMS course in the corporate environment and gain first handed experience and
expose ourselves to corporate policies, ethics, culture, practices, procedure, facts
about the work culture and policies of Big Bazaar. This Project may also be a
reference for the future research for the Aspirants.

1.5 Significance of the study

It provides information about the Marketing Strategies of Big Bazaar. The research is
also important to identify Market size, growth and market potential of big bazaar. The
research shows future scenario of Big Bazaar incurrent perspective. The study shows
opportunities and challenges for Big Bazaar respect internal and external
environment. The study provides the guidelines to further extension of Big Bazaar.
The study provides help to know the market & Consumer demand of Big Bazaar.

1.6 Limitation of the study

The only limitation faced by the researcher in the course of carrying out this the study
was the delay getting data from the various respondents. Most respondents were
reluctant in filling questionnaires administered to them due to their busy schedules
and nature of their work. The researcher found it difficult to c....ollect responses from
the various respondents.

CHAPTER 2
2.1 RESEARCH METHODOLOGY
Research in common pursuance refers to a search for knowledge in a scientific and
systematic way for pursuant information on a specified topic.
Once the objective is identified that next step is to collect the data which is
relevance to the problem identified and analyze the collected data in order to find
out the hidden reasons for the problem. There are two types of data namely.

Primary data
The Primary data collection has been through questionnaires to all types of target
samples also on the basis of questionnaire and observing the socio-economic, living
and working aspects of the sample in their behavioral pattern experts from this field.
The main methods of collecting data is questionnaire.

Secondary data
Secondary data has been collected through a wide range of written materials. E.g. to
understand the philosophy of marketing strategy. These include research papers,
articles in various magazines and journals etc. Other sources used for collecting data
are downloads from companies’ websites, newspaper reports, technical and trade
journal, books, magazines.

CHAPTER 3
LITERATURE REVIEW
Review of literature provides information to the researchers regarding the previous
work done in their area of research and thereby helps in identifying the theoretical
framework and methodological issues relevant to the study there were number of
theoretical and empirical studies on the various aspects of flowers cultivation. In this
chapter, most related studies have been reviewed.

Goyal and Aggarwal (2009) examined the relative importance of various products
purchased at organized retail outlets and the choice of the format, the customer has
when purchasing a product. The results of the study depicts that food and grocery,
clothing, apparels and services, books, music and gifts, foot ware and entertainment
are the order of importance for various items for organized retailing. The most
appropriate retail formats for various items are food and grocery – supermarket
,health and beauty care services- supermarket ,clothing and apparels –mall;
entertainment –mall, watches –hypermarket pharmaceuticals, hypermarket ,mobile ,
accessories and services- hypermarket;footwears departmental store.

CHAPTER 4.
OVERVIEW OF BIG BAZAAR
INDUSTRY OVERVIEW
Retails India’s largest industry, accounting for 10 % of the country’s GDP and
around 8 % of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamics and fast paced industries with several players
entering the market. But because of the heavy initial investments required, break-even
is difficult to achieve and many of these players have not tasted success so far.
However the future is of 24 years, nuclear families in urban areas, along with
increasing working- women population and emerging opportunities in the service
sector are going to be the key growth drivers of the organized retail sector in India.
SOME KEY FACTS:
Retail is India’s largest industry accounting for over 10% of the country’s GDP and
around 8 % of the employment.
The market size of Indian retail industry is about US $312 billion.

4.1 HISTORY OF MARKETING

Marketing is the science of meeting the needs of a customer by providing valuable
products to customers by utilizing the expertise of the organization, at same time, to
achieve organizational goals. According to the American Marketing Association.
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
It is important to realize that the customer can be an individual user, a company, or
several people who contribute to the purchasing decision. The product can be a good,
a service, or even an idea – anything that would provide some value to the person who
provides an exchange. An exchange is most often thought of as money, but could also
be a donation of time or effort, or even a specific action. A producer is often a
company, but could be an individual or non-profit organization.
We use a large variety of goods and services in our daily life. These include items like
toothpaste, toothbrush, soap, oil, clothes, food items, telephone, electricity and many
more. How do all these goods and services reach our home? Obviously the business
houses who produce the goods and services have to ensure that these are to be sold,
and so they have to make the consumers/users aware of their products and place them
at points convenient to the consumers. This involves a number of activities such as
product planning, pricing, promotion, use of middlemen (wholesalers, retailer etc.) for
sale, warehousing, transportation etc.
Classical marketing is often described in terms of the four “P’s, which are:

 Product – what goods or services are offered to customers

 Promotion – how the producer communicates the value of its products
 Price – the value of the exchange between the customer and producer
 Placement – how the product is delivered to the customer.
4.2 MARKETING Defined By different Authors

Marketing is defined by the American Marketing Association as "the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large."[The
term developed from the original meaning which referred literally to going to market
with goods for sale. From a sales process engineering perspective, marketing is "a set
of processes that are interconnected and interdependent with other functions" of a
business aimed at achieving customer interest and satisfaction.

CONSUMER DEMAND

A consumer is an individual or business that purchases the goods or services produced

by a business. Attracting consumers is the primary goal of most public-facing
businesses, because it is the consumer who creates demand for goods and services.
Businesses often compete through advertisements or lowered prices to attract an ever-
larger customer base. Demand is the quantity of a good that consumers are willing
and able to purchase at various prices during a given period of time. Consumer
Demand is an overall psychological state that reflects the evaluation of relationship
between customer/consumer and a company-product-service. Consumer demand is a
term used in marketing in a measure of how product and services supplied by a
company meet consumer exception.

4.3 INTRODUCTON OF MARKETING IN INDIA

Marketing is the science of meeting the needs of a customer by providing valuable
products to customers by utilizing the expertise of the organization, at same time, to
achieve organizational goals. Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large.
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
It is important to realize that the customer can be an individual user, a company, or
several people who contribute to the purchasing decision. The product can be a good,
a service, or even an idea – anything that would provide some value to the person who
provides an exchange. An exchange is most often thought of as money, but could also
be a donation of time or effort, or even a specific action. A producer is often a
company, but could be an individual or non-profit organization. There was a variety
of products available in the market and customers having discretionary income could
make choices and purchase what really fulfill their needs. In that situation, firms were
forced to think about what their customers need, when they need it and how to keep
them satisfied which is the Marketing Concept.
The main focus of all the firms turned from hard selling towards Identification of
customer needs, making decision to fulfill those need and maintaining long-term
relation with customers by satisfying their changing needs. The Marketing concept
resulted in a separate marketing department in organization and today we can see
many organization have structured themselves as marketing organization where every
employee is contributing towards customer satisfaction whether or not he’s a
marketing person. So, The marketing concept totally relies upon marketing research
that helps in identification of segments, their sizes, needs, target market and then by
using the right ‘Marketing Mix‘, marketing teams makes such decisions that results in
customers satisfaction

4.4. INTRODUCTION OF BIG BAZAAR

BIG BAZAAR is a chain of shopping malls. Big Bazaar is not just another
hypermarket. It caters to every need of your family. Where Big Bazaar scores over
other stores its value for money proposition for the Indian customers. At Big Bazaar,
you will definitely get the best products at the best prices – that what they guarantee.
With the ever increasing array of private labels it has opened the doors into the world
of fashion and generate merchandise including home furnishings, utensils, crockery,
cutlery, sports goods and much more at price that will surprise you. And this just the
beginning, Big Bazaar plans to add much to complete their shopping experience.
Big Bazaar’s all over India attract thousand customers on any regular day. And a lot
more if they are offering something extra on each buy, which they normally are! And
the force at Big Bazaar along with the executives is prepared for them. If one look at
Indian bazaars, mantis, melas, they are environments created by traders to give
shoppers a sense of moment, of event, of place. They provide an inclusive
environment where a men and women from all castes, and classes can come and shop
at the same place. The founders of Big Bazaar were from beginning very clear that
they had to reflect the look and feel of Indian at their modern outlets, so that no
customer would feel intimidated with the surroundings.
In India most of us not prepared for the consumerism that is setting in this country.
We underestimated how many people are going to fly and that why our airports get
crowded. We underestimated how many people will speak on the phone for many
billions of minutes and therefore our cell phone networks are always congested. But
the minds responsible for the huge success of Big Bazaar have captured and
understand the force the consumerism that is unfolding.
4.5 ORIGIN OF BIG BAZAAR

Big Bazaar is an Indian retail store that was opened by Sarvesh a chain
of hypermarkets, discount department stores, and grocery stores. The retail chain was
founded by Kishore Biyani under his parent organization Future Group, which is
known for having a significant prominence in Indian retail and fashion sectors. Big
Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar and eZone
where at locations it houses all under one roof, while it is sister chain of retail outlets
like Brand Factory, Home Town, Central, zone, etc.
Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chain of
India, housing about 250+ stores in over 120 cities and towns across the country. Big
Bazaar’s all over India attract underestimated how many people are going to fly and
that why our airports get crowded
 COMPANY OVERVIEW
4.6 COMPANY PROFILE
BIG BAZAAR
Parent group Future group
Owner Kishore Biyani (CEO)
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail

Big Bazaar is an Indian retail store that operate as a chain of hypermarkets,

discount department stores, and grocery stores. The retail chain was founded
by Kishore Biyani under his parent organization Future group, which is known
for having significant prominence in retail and fashion sectors. Big Bazaar is
also the parent chain of Food Bazaar, Fashion at Big Bazaar and e-zone where
at locations it houses all under one roof, while it is sister chain of retail outlets
like Brand Factory, Home Town, Central, e Zone, etc.
Founded in 2001, Big Bazaar is one of the oldest and the hypermarkets chains
of India, housing about 250+ stores in over 120 cities and towns across the
country. BIG BAZAAR is a public type of retailing Industry Founded in 2001
Headquarters in Mumbai Maharashtra, India Product: Hypermarket Revenue
:11000 crores and Food Bazaar Employees: 36000 people Parent.
Big Bazaar is a chain of shopping mall in India. Big Bazaar offers a wide
range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fat food and leisure and
entertainment sections, Food Bazaar, a supermarket format was incorporate
within Big Bazaar in 2002 and is now present within every Big Bazaar as well
as in independent locations.
A typical Big Bazaar I spread across around 5000sq. feet of retail space. While
the larger metropolises have Big Bazaar family centers measuring between
75000sq. Feet. Pantaloons Retail employs around 30000people and is listed on
Indian stock exchanges. The Company follows a multi- format retail strategy
that captures almost entire consumption basket of Indian customers. In the
lifestyle segment, retail chain and central a chain of seamless malls. Big
Bazaar is a hypermarket format that combined the look, touch and feel of
Indian Bazaars with the choice and convinces of modern retail.
In 2008, Big Bazaar opened its 1000store, marketing the fastest ever organic
expansion of a hypermarket. The First set of Big Bazaar stores opened in 2001
in Kolkata, Hyderabad and Bangalore. The group’s specialty retail formats
include, books, and music chain, depot, sportswear retailer, planet sports,
electronics retailer, home improvement chain, home town and retail chain,
Aadhaar among others. It also operates popular shopping portal.
The central objectives for earlier businesses of businesses of Big Bazaar was
to bring in stability and consolidation. They were built to enforce order.
However, in the new era where nothing remains constant, the dominant theme
for businesses need to be speed and imagination. The new macro differentiator
can be design. Design is helping companies to sell differentiated experiences
and solution that connect with the consumers emotions. It’s no longer about
selling product and services alone.

4.7 OBJECTIVES OF THE COMPANY

 To understand the working of the various department.

 To understand the organization structure or hierarchy of the company.
 To determine the current status of big bazaar.
 To study the satisfaction level of customers with regard of big bazaar.
4.8 MARKETING MIX IN BIG BAZAAR

Product:
The product in the marketing mix of Big Bazaar can be classified into the following
categories – Apparels, Food, Farm Produce, Home and Personal Care and Chill
Station. Apparels usually comprise denims and T shirts, fabrics and cut pieces, casual
clothing, party clothing, ethnics wear, accessories, under garments, dress materials,
sarees and the likes. Big Bazaar offers food which comprises ready to eats, ready to
cook packages, spices, chilled drinks, tea and coffee etc. Farm products include
vegetables, fruits, dairy products and imported fruits/vegetables and luxury fruits.
Chill stations are at Big Bazaar offering soft drinks, packages juices, milk and milk
products, frozen foods and ice creams. Home and personal care include detergents,
soaps, creams, deodorants, plastic products and crockery. Other than these Big Bazaar
also offers Electronics, Fashion and Jewelers items and Kids and Child products.
Price:
Big Bazaar has always endeavored to strike a good balance between profitability and
value pricing of its products. Since major target audiences for Big Bazaar comprises
middle class homemakers, value for money and competitive pricing is the strategy
adopted. This in conjunction with multiple offers, sales, special discounts, seasons
offs etc. make purchasing from Big Bazaar.

Place:
Big Bazaar’s strategy of correctly identifying areas which have high potential
development and growing purchasing power and invests in real estate for the opening
of their retail stores. These are usually areas high in population and traffic movement.

Promotion:
Big Bazaar is known for promoting its products in very catchy, easy to remember
ways using memorable punch lines. For below the line promotion, they offer
discounts and coupons along with money back guarantees and several exchange
offers. For Above the line promotion Big Bazaar run advertising campaigns on
television and radio while also publishing print ads in newspapers and magazines,
 besides online promotion. Hence the promotional strategy in the marketing mix of Big
Bazaar is mostly a 360 branding technique.

5.9 VISION, MISSION, GOAL

VISION:
 “To deliver everything. Every time to Every Indian customer in most
profitable manner”.
MISSION:
 Creating and executing future scenarios in the consumption space leading to
economic development.
 To be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments.
 Goal:
Positively impacting lives of employees and workers, particularly contract,
migrant and women workers in operations and in supply chains.
5.10 ORGANIZATONAL STRUCTURE OF BIG BAZAAR

01. HUMAN RESOURCE DEPARTMENT

The HR department of big bazaar is very dynamic. Employees are the biggest
strength and asset of any organization and the HR department this is very well.
This is very evident from the HR department handles all its employees. They take
almost care to select, train, motivate, and retain all the employees.
Currently Big Bazaar Banashankri is employing 220 full time and 60 part time
employees. There are two shift for the employees. The first employees arrive at 10
A.M in the morning and leave at 7.30 in the evening, while the second shift
employees report at 12.30 in the afternoon and leave at the time of store closing
(10pm).

2. FINANCE DEPARTMENT
Finance is the life blood of business. It also prepares the budget for expenditure at
various levels on different items. This department is also responsible for deciding and
giving weekly, monthly and yearly sales targets and the margins for all the department
separately. The Finance department is also responsible for collecting and depositing
the income.

3. MARKETING DEPARTMENT
Marketing concept is a customer orientation backed by integrated marketing aimed at
generating customer satisfaction as the key to satisfying organizational goals. For a
firm in order to implement the marketing concept it focus its attention on the
customers, ascertain his/her needs, discuss and wants before.
Every brand appeals to individual customers in different ways. Good customer service
is the life of any business. Good customer service is all about attending to existing and
potential customers. This maintaining good relationship with the customers is the key
to business success and hence the concept relationship marketing

. 4. LOGISTICS
Logistics is a very important department of big bazaar. It is responsible for procuring
the stock of all the products of the different departments. The logistics department
receives the goods from the warehouse.
The logistics department receives the stock of different goods and verifies the quantity
and quality of the goods with the particulars given in the goods received statement
which it receives along with the stock.

5. SALES DEPARTMENT
This department is responsible for the collection of sales amount I., cash sale. There
are in all 18 cash counter in the store. There is Head Cashier to whom all the cashiers
report and the total sales amount collected throughout the day by the cashiers. In
addition to cash all leading credit and debit cards accepted at no extra charge. Also
Big Bazaar vouchers and Sodexho coupons are also accepted.

6. CUSTOMER SERVICE DESK (CSD)

As the name the suggests this is the separate dep’t which mainly focuses on customer
service like f a customer find difficulty in finding any product, if there are any
customer complains, they also looked into, any customer assistance etc. is also
provided. There is also exchange counter where if a customer is dissatisfied or wants
to exchange the products he/she purchased for any reason, the customer can exchange
them within 7 days of their purchase.

7. ADMINSTRATION
The store administration comes under the Store Manager. Its functions are store
maintenance, housekeeping security etc.
The store maintenance is concerned with the proper running of the store in co-
ordination with the departments. It’s also has to ensure proper back-up power supply
in times of power cuts. The housekeeping is concerned with keeping all the
department of the store clean and neat all the time. Covers and other wastes should be
properly cleaned and the floor is swept regularly to keep it clean.
5.11 PRODUCTS IN BIG BAZAAR

 Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility
items like steel utensils and crockery and minor utility item are available in
big bazaar.
 Electronic items: Like Mixture, Vacuum cleaner, music system, washing
machine.
 Footwear: In section footwear for men, women and also kids are footwear
available in big bazaar.
 Toys: All kinds of toys for children is available in big bazaar.
 Men, ladies and kids wear: In this section includes fashion and casual wear
for men ladies and kids both are available in big bazaar.
 Stationary: All kind of office stationary for school going kids it available in
big bazaar.
 Foods items: Foods are available outside of big bazaar.
 Grocery: All types of grocery are available in big bazaar.
 Cosmetics items: All products are available in big bazaar.
5.12 INDIAN HOUSEHOLD PURCHASE PATTERN
CHAPTER 5.
SWOT ANALYSIS

Strengths in the SWOT analysis of Big Bazaar

 High brand equity enjoyed by Big Bazaar

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods

Weaknesses in the SWOT analysis of Big Bazaar

 Falling revenue per sq. ft.

 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
 Limited only to value offering low price products. A no of branded products are
still missing from Big Bazaar’s line of products.

Opportunities in the SWOT analysis of Big Bazaar

 Increasing mall culture in In A lot of scope in Indian organized retail as it

stands at approximately 4%.
 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large
variety under one roof.
Threats in the SWOT analysis of Big Bazaar

 Competition from other value retail chains such as Shoprite, Reliance (Fresh
and trends), Hyper city and D mart.
 Unorganized retail also appears to be a threat to Big Bazaar’s business. A large
population still prefers to visit local convenient stores for daily purchases
 Changing Government policies
 International players looking to foray India
 CHAPTER 6

CHALLENGES IN IMPLEMENTATION OF MARKETING

STRATEGIES

 Insufficient partner buy-in: In conducting marketing strategic planning, firm leaders

and partners involved in the process develop a strong understanding of the company
imperative behind the chosen marketing strategy and the need for change in order to
achieve partner goals. These partners may not see a need for change, and without
understanding the background and rationale for the chosen strategy, these partners
may never buy-in to strategic plan and, as a result, will passively or actively interfere
with the implementation process.
 Insufficient leadership attention: Too often, law firm leaders view the marketing
strategy development process as a linear or finite initiative. Marketing strategies start
to collect dust, partners lose interest, and eventually, months pass with little or no
reference to the plan or real action from firm leaders to move forward with
implementation.
 Ineffective leadership: Leading marketing strategy implementation requires a
balancing act - the ability to work closely with partners in order to build cohesion and
support for the firm's strategy, while maintaining the objectivity required in order to
make difficult decisions.
 Weak or inappropriate marketing strategy: During the course of marketing
strategic planning, the lack of a realistic and honest assessment of the firm will lead to
the development of a weak, inappropriate or potentially unachievable strategy.
 Resistance to change: The difficulty of driving significant change in an industry
rooted in autonomy and individual lawyer behaviors is not to be underestimated.
More often than not, executing on marketing strategy requires adopting a change in
approach and new ways of doing things. In the context of law firms, this translates to
convincing members of the firm, and in particular partners, that change is needed and
that the chosen approach is the right one.
 CHAPTER 7.
DATA ANALYSIS, INTERPRETATION AND PRESENTATION

INTERPRETATION

According to study 74.8% customers of age group between 18-25.14.6% customers of

age group between 26-35.8.7% customers of age group between 36-45 as per survey
of 103 responses of customers.
 INTERPRETATION
From the above study 103 customer responses, 93.2% are says yes they visit at big
bazaar. And there are some customer they do not visit at big bazaar. So most of
customer are visit at big bazaar.
INTERPRETATION

From the above study 72.2% customers visit at big bazaar once in a month.18.6%
customer’s visit at big bazaar twice a month as per 97 responses of customers. So most of
them visit at big bazaar once in month.
INTERPRETATION
As per the above pie chart 102responses, 72.5%customers influence media like TV
to buy at big bazaar.18.6% customers influence media like Newspaper to buy at big
bazaar. Most of customers influence by media like TV at big bazaar.
INTERPRETATION
According to study 103 responses, 65% customer’s assistance process in big bazaar is
satisfied. And 31.1%customer’s assistance process in big bazaar is good.
INTERPRETATION.
As per the above pie chart most ofresponses, 71.6% customers says good order taking
by big bazaar. 18.6% customers says better order taking process in big bazaar. So
most of customers are says that order taking process in big bazaar are good.
INTERPRETATION

According to study of 103 responses, 80.6% customers are satisfied to satisfaction

level rate about service provided by big bazaar.9.7% customer are says neutral
satisfaction level rate about services provided by big bazaar.7.8% customers are very
satisfied by satisfaction level rate about services provided by big bazaar.
INTERPRETATION

From the above figure of 103 responses, 78.6% customers think yes that the services
of discount offered by big bazaar attract for impulse buying.13.6% customers think
may be the services of discount offered by big bazaar attract for impulse buying.
INTERPRETATION
As per the pie chart 100 responses, 84% feels that good offers on big bazaar are
costlier as compare to other shopping mall. And 11% customer feels that may be offer
on big bazaar are costlier as compare to other shopping mall.
INTERPRETATION
From the above study of 102 responses, 81.4% customers satisfied overall
satisfaction level rate abut service provided by big bazaar.13.7% customers says
neutral overall satisfaction level rate about service provided by big bazaar.
INTERPRETATION
Accordin to study of 103 responses, Most of customers discount offer promotional
service expect from big bazaar.
INTERPRETATION
As per the above pie chart of 102 responses most of customers are happy with the
location of big bazaar in this pie chart.
INTERPRETATION
As per the above pie chart of 101 responses, most of customers affects the purchasing
style of Wednesday sale.
INTERPRETATION
From the above pie chart of 103 responses most of customer are first prefer store
rather than big bazaar.
INTERPRETATION
According to survey of 101 responses most of customers below 3000 level of
shopping from big bazaar.
INTERPRETATION
According to survey of 102 responses most of customer below 2km between house
and big bazaar as per in given pie chart.
INTERPRETATION
According to survey of 101 responses most of customer purchase clothes products in
big bazaar.
INTERPRETATION
According to survey of 103 responses most of customers purchasing behind big
bazaar is due to offer as per given in the pie chart.
INTERPRETATION
According to survey of 99 responses most of the customers big bazaar as compare to
store offer is low as given in the pie chart.
INTERPRETATION

According to survey 102 responses most of customers think yes big bazaar is more
affordable for everything.
INTERPRETATION

According to survey of 103 responses most of customers are accompanies with family
for purchasing at big bazaar.
INTERPRETATION

According to survey 97 responses most of customers seen advertising of big bazaar as

given in this pie chart.
INTERPRETATION
According to survey 103 responses most of customers prefer purchase in evening time
at big bazaar.
INTERPRETATION
According to survey of 99 responses most of customers rank 3 quality at big bazaar
feature as per given in pie chart.
INTERPRETATION
According to survey of 102 responses most of customers spend their time at 1 hrs.at
big bazaar.
INTERPRETATION
According to survey of 101 response most of customer rank 2 price at big bazaar
feature as per given in the pie chart.
INTERPRETATION

According to survey of 100 responses most of customer prefer during a festival

season at big bazaar.
INTERPRETATION
According to survey of 100 responses most of customer says may be satisfied with the
information about products provided by employees of big bazaar to its customer.
INTERPRETATION
According to survey 102 most of customer are satisfied with the billing system at big
bazaar as per given in this pie chart.
INTERPRETATION
According to survey of 101 responses most of customer like big bazaar as per given in
this pie chart.
 CHAPTER 8
SUSTANIBILITY AND GROWTH OF BIG BAZAAR

 After conducting the study and Understanding the challenges of Big Bazaar
marketing strategies the company can excel with the right combination of
conditions, motivations, training or natural talent.
 Addressing poor leadership skills in some of the employees becomes the root
of the problem.
 Remind her of her strengths and motivations to help her gain confidence. Help
her set detailed goals that include measurable milestones and reasonable
deadlines. If feasible, provide additional resources or manpower necessary to
help the leader.
 To fix your non-productive marketing efforts, They must first identify the
problem areas. Utilize an analytical tool to determine the aspects of your
strategy that aren’t working.
 For your fruitful marketing efforts, you can rinse and repeat. But you will need
to switch up your game plan to fix ineffective marketing techniques. If you are
running a social media campaign and a particular site is bringing in minimal
traffic, you might want to experiment with an alternate strategy.
 We’ve all heard the saying that “change is always good,” right? Wrong.
Change is a constant at every organization, but employees have quickly
become the number one opponent of change. There are several different
reasons why employees have learned to resist change, but the primary reason
is the bad management of change in the workplace.
 “In companies, the managers and advisors are the ones who have to implement
change, but that’s where the problem arises. When managers are just the
messengers agent of change,” which leads to poor communication..
 Unfortunately, most employees won’t respond to change with the happiness
and glee that is expected; companies need to understand that there is going to
be resistance.
Reasons for Resistance to Sustainability of Big Bazaar Marketing Strategies

 Job Loss:
Job loss is a major reason that employees resist change in the workplace. With
all these needs comes the opportunity for the company to downsize or create
new jobs, and this is where the fear of job loss comes into play.
 Poor Communication and Engagement
Communication solves all ills. But a lack of it creates more of them. This is
another crucial reason why employees oppose change. How the change
process itself is communicated to the employees is very important because it
determines how they react. .
 Lack of Trust
Trust is a vital tool to have when running a successful business. In
organizations where there is a lot of trust in management, there is lower
resistance to change.
 The Unknown
We already mentioned communication, and a lack of it causes employees to
feel like they don’t know what’s going on. If companies are constantly
experiencing times where the future is unknown, there is also a good
possibility that employees won’t respond to change well.
 Poor Timing
Timing is one of the biggest problems when it comes to change. A lot of the
time, it’s not the act itself that creates the resistance, but how and when it is
delivered.

Sustainability of Big Bazaar Products

 Using energy efficient lighting at stores.
 Developing organic product.
 Using reusable shopping bags.
 Using and selling recycled products.
 Developing strict supplier quality standards.

Growth
Big bazaar has launched new marketing strategy which based
 Keep west-aside. Make a smart choice!
 Shoppers! Stop. Make a smart choice!
 Change your lifestyle. Make a smart choice!
 CHAPTER 9
SUGGESTION & CONCLUSION
 More focus on direct marketing should be given in order to attract more&
more customers.
 Big Bazaar doesn’t have an online website, so they should create a new website,
which is updated on the regular basis.
 They also concentrate on hoardings advertisements they should show ads and
promotional offers in regular interval in languages like Hindi and English.
 Separate billing counter should be provided for shoppers, purchasing few products
for faster customer turnover.
 The company must go for some more promotional activities rather than T.V,
advertisement, hoarding and newspaper
 The company may adopt policy of discounts cards, and gift to customers while
purchasing the products.
 Innovation efforts must be launched to improve the position through better marketing
strategies.
 The quality of the retail service needs to be improved in terms of clarity and
connecting.
 New technologies can be implemented in all department.
 In all situation the store gave customers a chance to talk.
CONCLUSION
Lastly I would like to conclude topic on Big bazaar is a major complex for today’s customers.
The concept of everything under one umbrella and competitive price brings more customers
to the store. From that we can understand that big bazaar provide quality products as low
price and thus it justify the statement ‘Is se sasta aur accha kahin nahi!’ The Customer are
more attracted towards discount schemes & sales. Various product lines also attract
customers to choose their retails stores. The respondents are of BIG BAZAAR, and they came
to know about the service from hoardings, print media, are show secondarily. The
purchasing power of the consumer has also increased; giving rise to his wants and needs. It
is over here that big bazaar a retail chains such as Big Bazaar come into picture satisfying
various customer needs under one roof.

The customers are highly satisfied with the variety of products, but at the same time they
are not happy with the quality and availability of the products. Big Bazaar store are able to
provide about all categories of items related to food, health, beauty products, clothing,
footwear, durable goods so it become quite easier for the customer to buy from one shop
and hence is a convenient way of shopping when compared to unorganized retailing. The
majority of the customers belong to middle class family. There is vast growth of Big Bazaar
lying as customers demand is increasing for Big Bazaar. Most of the people do their monthly
shopping in Big Bazaar. People not only visit at big bazaar to do shopping but also visit for
outing purpose as it provide a very nice ambience to its customers .As people go to malls
they just tend to move around big bazaar.
BIBLIOGRAPHY

www.google .com
www.en.wikipedia.org/wiki/Big Bazaar
www.slideshare.net

Marketing Management –Philip Kotler

Principle of management – Philip Kotler
 Appendix
1. Age

 18-25
 25-35
 35-45
 45&above
2. Do you visit at Big Bazaar?
 Yes
 No
 May be
3. How often do you visit at Big Bazaar?

 Twice a week
 Twice a month
 Once in a week
 Once in a month

4. Which media influence you to buy from Big Bazaar?

 Hoarding
 Newspaper
 Boucher’s
 Other media
5. How is the customer assistance process in Big Bazaar?

 Good
 Satisfied
 Average
6. How is the order taking process in Big Bazaar?

 Good
 Better
 Average
7. What is your satisfaction level rate about….services provided by Big Bazaar?
 Very Satisfied
 Satisfied
 Neutral
 Dissatisfied
 8. Do you think that the services of discount offered by Big Bazaar attract you for
impulse buying?

 Yes
 No
 May be
9. Do you feel the good offers on Big Bazaar are costlier as compare to other
Shopping mall?
 Yes
 No
 May be
10. What is your overall satisfaction level rate about service provided by Big
Bazaar?

 Satisfied
 High satisfied
 Neutral
 Dissatisfied
11. Which promotional service do you expect from big bazaar?

 Discount offer
 Coupons
 Free gift
 Credit card
12. Are you happy with the location of big bazaar?

 Yes
 No
 May be
13. Does the Wednesday sale really affects yours purchasing style?

 Yes
 No
 May be
14. Which store you prefer first?

 Store
 Big bazaar
 Other
15. Level of shopping from big bazaar?

 Below 1000
 Below 3000
 More than 5000
16. Distance between your house and big bazaar?

 Below 2km
 Below 5 km
 Below 10km
17. Types of products you prefer to purchase?

 Clothes
 Grocery
 Food
 Any other
18. Reason behind in big bazaar?

 Quality
 Price
 Offers
19. Offers of big bazaar as compare to store?

 Low
 High
 Same
20. Do you think big bazaar is more affordable for everyone?

 Yes
 No
 May be
21. Who accompanies you for purchase?

 Family
 Friends
 Alone
22. Have you seen the advertising of big bazaar?

 Yes
 No
 May be
23. What time of the day do you prefer purchasing in big bazaar?

 Morning
 Afternoon
 Evening

24. Ranks the following feature of big bazaar the basis of (Quality)?

 1
 2
 3
 4
 5
25. How much time do you spend in big bazaar?

 30min
 1hrs
 2hrs
26. Ranks the following feature of big bazaar on the basis of your (price)?

 1
 2
 3
 4
 5
27. Are you prefer in big bazaar at festival season?

 Yes
 No
 May be
28. Do you satisfied with the information about product which s provides by
employees of big bazaar to its customer?

 Yes
 No
 May be
29. Do you satisfied with the billing system of big bazaar?

 Yes
 No
 May be
30. Do you like big bazaar?

 Yes
 No
 May be