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IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
MASTER OF BUSINESS ECONOMICS SEM-2.
DECLARATION
Place: SURAT
RADADIYA VANDANA B.
Date:
Acknowledgement
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A project is never the sole product of a person whose name has appeared on the cover. Even the best effort
may not prove successful without proper guidance. For a good project one needs proper time, energy,
efforts, patience, and knowledge. But without any guidance it remains unsuccessful. I have done this
project with the best of my ability and hope that it will serve its purpose.
“To be or not to be is not anything which matters, how to be thankful is what really matters”
It was really a great learning experience and I am really thankful to my faculties, who not only helped me
in the successful completion of this report but also spread his precious and valuable time in expanding my
knowledge base.
I wish to acknowledge my gratitude towards IIMT Management College, my friends and all those persons
who are responsible for the successful completion of this project.
Executive Summary
As customers taste and preferences are changing, the market scenario is also changing from
time to time. Today’s market scenario is very different from that of the market scenario before
1990. There have been many factors responsible for the changing market scenario. It is the
customers changing tastes and preference, which has bought in a change in the market. Income
level of the people has changed; life styles and social class of people have completely changed
now than that of olden days. There has been a shift in the market demand in today’s world.
Technology is one of the major factors, which is responsible for this paradigm shift in the market.
Today’s generation people are no more dependent on hat market and far off departmental stores.
Today we can see a new era in market with the opening up of many departmental stores,
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hypermarket, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world
shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now.
The study is based on a survey done on customers of a hypermarket named big bazaar. Big
bazaar is a new type of market, which came in to existence in India since 1994. It is a type of
market where various kinds of products are available under one roof. My study is on determining
the customer’s demand for big bazaar and the satisfaction level of customers in big bazaar. The
study will find out the current status of big bazaar and determine where it stands in the current
market.
This market field survey will help us in knowing the present customers tastes and preferences. It
will help in estimating the customer’s future needs and wants.
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LIST OF CONTENTS
2. COMPANY PROFILE 20
3. RESEARCH OBJECTIVE 37
4. RESEARCH METHODOLOGY 39
5. LIMITATIONS 43
7. SWOT ANALYSIS 79
8. SUGGESTIONS 82
9. CONCLUSIONS 85
10. QUESTIONNAIRE 88
11. BIBLIOGRAPHY 96
12. ANNEXURE 99
Introduction
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Introduction About the Company
Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its chain of Pantaloon,
Big Bazaar and Food Bazaar stores. With the right mix of management capabilities, high growth product
profile, well-developed strategy and extensive IT and logistics capabilities, PRIL has ensured rapid growth.
More importantly, while most organized retailers are struggling to be in black, PRIL has demonstrated a
COMPANY RESEARCH
PRIL has chalked out an aggressive expansion plan to increase its retail space to over 1,740,000 sq.ft. over
the next two years. Space for additional 4 Pantaloon’s, 11Big Bazaars and 2 Food Bazaar’s has already
been finalized, and these would be Operational over the next two years. PRIL aims to set up over 30 Food
After popularizing the concept of hypermarket in India, PRIL is now also setting up a new format shopping
mall in the country under the name ‘Central’. The format would be on the lines of a Selfridhes in London or
a Central Mall in Bangkok. Two malls of 100,000 and 240,000 sq.ft. are being set up in Bangalore and
Hyderabad respectively
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Diversity of product range will ensure profitable volume growth
To achieve better return on retail space, PRIL uses certain product categories as margin managers and
certain product categories to generate traffic. The food and groceries business will act as key volume
growth driver while high share of apparel (which account for over 80% sales in Pantaloon Stores and 40%
in Big Bazaar) will enable PRIL to maintain high margins. The management has demonstrated its ability to
improve stock turnovers in both the formats successfully, which has enabled significant margin
improvement.
Fully integrated value chain and own labels give competitive edge
PRIL has a completely integrated value chain in apparels from fabric manufacturing to apparel
manufacturing, branding, distribution to retailing. The company controls the total value chain from yarn to
apparel retailing and gives a competitive edge in terms of speed of delivery; lower inventory carrying costs
and better realizations. Also, large part of PRIL’s apparel revenues comes from own private labels. PRIL
has developed significant competencies in apparel branding over a period of time and has developed own
labels (John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories. Worldwide,
private labels give higher margin to retailers than the national brands.
Also growth of private labels is faster as retailer controls shelf space and visibility. Other initiatives such
as faster turnover of stocks by introducing 6 seasons in a year (against 2 earlier) has helped in bringing
down inventory levels and at the same time providing wider choice to customer and improving frequency
of customer visits.
Size and scale drive economies on procurement and lower logistics costs, which enables a retailer to deliver
better value to customers. The hyper-market format has much higher scalability as compared to the pure
apparel-retailing format. Also, the potential to expand and scale is virtually unlimited in the food & grocery
segment, where efficiencies improve dramatically with scale as the multiplier effect sets in. Food
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Indian’s monthly personal expenditure. However, the share of modern retail formats in the Rs6700bn Food
& Grocery market is a minuscule 0.3%, revealing the high growth potential in the segment.
PRIL offers large number of products to the customer to give them better choice for selection. Different
product categories have different depth and width in merchandise offering. Besides, PRIL has tied up with
Shop-in-Shop partners in its Big Bazaar stores. Some product categories where the company does not have
core competency or does not want to invest, but would attract customers are catered through these partners.
Eventually, in the long run, the Company may manage some of these product categories on its own as
Shop-in-Shop partners typically pay a fixed rental for their space and share a part of their profits. By
expanding the range of product offerings and retail formats, PRIL today has been able to target a much
larger share of the consumer’s basket (about 70% as against less than 8% in 1994).
PRIL will be adding new product categories to its business in both Pantaloons as well as Big Bazaar stores.
Gold, Investment products, White goods and Appliances, Footwear will be the new product categories that
will be added. These product categories will help in improving Walk In’s into its stores and generate
Most global retailing majors have been keen on entering into the huge untapped Indian market. However
policy restricts Direct Foreign Investment in the sector. There is a high likelihood of the Government lifting
restriction on FDI into the retail sector in the near future. Entry of these foreign giants - with significant
experience and skills in retail management would increase competition for PRIL. However, we believe that
given the widely dispersed and heterogeneous nature of Indian markets, a foreign entrant would find it
Mover advantage and understanding of local markets is well entrenched to retain high customer share.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Manz Wear Private
Limited under the stewardship of Mr. Kishore Biyani. It was converted into a public limited company in
September, 1991. The company sold branded garments under Pantaloon, Bare and John Miller brands.
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PRIL set up its first menswear Pantaloon Shoppe outlet in 1993. The company’s name was changed to
Pantaloon Retail (India) Limited in 1999, when it made a full-fledged entry into the retail segment through
Business Description:
Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails stores in names of
Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the discount store which offers a wide
range of products under one roof. The products include apparels and non-apparels such as utensils, sports
goods and footwear. The Company also has its presence into gold retailing by launching Gold Bazaar. The
Company's Food Bazaar provides a range of food and grocery products ranging from fresh fruits and
vegetables, staples, FMCG products and ready-to-cook products. The Central offers a chain of stores
including books and music stores, global brands in fashion, sports and lifestyle accessories, grocery store
and restaurants. The Pantaloon retail stores focus largely apparels and accessories.
Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores for the financial
year ending June 2008. The company is headquartered in Mumbai and has a presence in Lifestyle Retailing
through 18 Pantaloons Stores, 3 Central Malls in Bangalore, Hyderabad and Pune. In Value Retailing it is
present through 24 Big Bazaar hypermarkets, 38 Food Bazaars and 2 Fashion Stations. PRILhas a national
presence with 2.6 million square feet of retail space across 24 cities.
Pantaloon is the company's departmental store and part of life style retail format. In fact, PRIL took its very
initial steps in the retail journey by setting up the first Pantaloon store in Kolkata in 1997. In a short time
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Pantaloon has been able to carve a special place for it self in the hearts and minds of the aspirational Indian
customers. The company has depth of offering for both men and women at affordable prices. A striking
characteristic of Pantaloon has been the strength of its private label programme. John Miller, Ajile.
Scottsvile, Lombard, Annabelle are some of the successful brands created by the company. With 13 stores
across the country and an ever-increasing stable of private brands, Pantaloon - in the coming years is poised
Big bazaar is the company’s foray into the world of hypermarket discount stores, the first of its kind in
India. Price and the wide array of products are the USP’s in Big Bazaar. Close to two lakh products are
available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. The high
quality of service, good ambience, implicit guarantees and continuous discount programmes have helped in
changing the face of the Indian retailing industry. A leading foreign broking house compared the rush at
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International supermarket
atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price
associated with large format stores and also the comfort to See, Touch and Feel the products. The company
has recently launched an aggressive private label programme with its own brands of tea, salt, spices, pulses,
jams, ketchups etc. With unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food
Bazaar has proved to be a hit with customers all over the country.
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which work on Wal-
Mart type economies of scale. They have had considerable success in many Indian cities and small towns.
Big Bazaar provides quality items but at an affordable price. It is a very innovative idea and this
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hypermarket has almost anything under one roof….Apparel, Footwear, Toys, Household Appliances and
more. The ambience and customer care adds on to the shopping experience.
At Big Bazaar, you will get: A wide range of products at 6 – 60 % lower than the corresponding market
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Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and International
supermarket atmosphere with the objective of giving the customer all the advantages of Quality, Range and
Price associated with large format stores and also the comfort to See, Touch and Feel the products.
'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets with a
difference. It was flagged off in April'02. With store sizes ranging from 8,000 sq ft to 15,000 sq. ft. in
Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is opening more stores at Gurgaon (Delhi), New
Bombay & Nagpur. It currently caters to over 1.2 million customers every day across 4 outlets in India and
is soon set to expand and double this figure across 12 outlets all over the country by June 2009.
Food Bazaar offers the Indian consumer the best of Western and Indian values. The western values of
convenience, cleanliness and hygiene are offered through pre packed commodities and the Indian values of
"See- Touch- Feel" are offered through the “Mandi” atmosphere created by displaying staples out in the
open, all at very economical and affordable prices without any compromise on quality. This satisfies the
Indian consumer and comforts her before making her final buying decision. At other super markets, the
Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna Aasaan”.
This positioning platform of Food Bazaar is evident from the higher discounts and the wholesale price-
Food Bazaar represents the company’s entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a local ‘mandi’, to provide the much
important ‘touch & feel’ factor which Indian housewives are used to in the local bazaar. Food Bazaar has
over 50,000 stock keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar,
pulses, masalas, rice wheat etc, besides fruits and vegetables. All products are sold below MRP and
discounts range between 2% to 20%. Fruits and vegetables are sold at prices comparable to wholesale
prices
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Introduction to Subject
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Retailing
The Indian consumer could well be crowned King with all economic indicators in the right place. Queuing
up for the coronation ceremony are a multitude of global companies that are looking at India as the next
consumer market powerhouse. And it seems to be the retail sector that will give the desi consumer royal
status.
In this study I will try to find out the present scenario of retail market in India. This project will give focus
on the global scene to retail industry and what will drive the growth of industry in the future.
Retailing is the final step in the distribution of merchandise, the last link in supply chain – connecting the
Retailing in India is thoroughly unorganised. There is no supply chain management perspective. According
to a survey by AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail market is
UNORGANISED. In fact, only a Rs. 20,000 crore segment of the market is organised.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs. 160,000 crore by
2008. The TOTAL retail market, however, as indicated above will grow 20 per cent annually from Rs.
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A study by McKinsey points out that India's market for consumer goods could reach a whopping $400
billion by 2010 - making it one of the five largest in the world. Further, KPMG in a recent report titled
`Consumer Markets in India - the next big thing?' has said: "India represents an economic opportunity on a
massive scale, both as a global base and a domestic market." The report, however, finds that the next leap
in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector.
"Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign
players in consumer retailing. Although FDI remains highly restricted in retailing, most companies believe
that will not be for long," says Deepankar Sanwalka, Executive Director and Head - Consumer Markets,
KPMG India.FDI in retail has once again begun to appear imminent following Prime Minister Manmohan
Singh's recent interview to McKinsey, in which he expressed confidence that he would be able to get the
Left parties on board on the matter. KPMG is in fact going ahead with its plans to conduct a series of five
roadshows in the US and a few countries in Europe to hold discussions about the opportunities in India's
consumer markets, especially in retail. And the numbers do lend credence to the enthusiasm.The Economist
Intelligence Unit (EIU) country briefing on India, 2008, estimates the retail market in India will grow from
$394 billion in 2008 to $698.9 billion in 2011. In fact, KPMG finds that the organised retail sector in India
is expected to grow at a higher rate than GDP growth in the next five years, driven by changing lifestyles,
strong income growth and favourable demographic patterns. According to EIU, India currently has more
than five million retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is
changing fast. .
Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s and Piramal’s has
set up stores/malls and built businesses within retail. Thesem include the Rs1.9bn Food World - a leading
supermarket chain set up by RPG; the Raheja’s Rs1.8bn Shopper’s Stop - a multi-brand departmental outlet
and the Crossroads Mall set up by the Piramal’s. While many of these initiatives were initially driven by
the need to use existing real estate, they are beginning to assume the contours of a serious business today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to grocery and
convenience stores. Suitability of location, optimal utilization of real estate, diversifying business to reduce
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reliance on the commodity nature of fuel retail business and improve margins are the key factors that has
Also, existing family owned businesses are expanding their businesses. The more successful of them are
the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based chain selling consumer
Interestingly, manufacturers are also looking for forward integration and are building chains around brands.
Brands in apparel, footwear and durables have driven the growth of specialty chains and upgraded existing
multi-brand outlet.
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Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of small, independent,
owner-managed shops, it happens to be the country's second largest employer after agriculture. The
country is currently witnessing a boom in retailing, thanks mainly on account of an increase in the
More and more corporate houses, including large real estate companies, are now entering the retail
business directly or indirectly. One sign of the modernization of Indian retailing is the rapid growth in
the number of speciality malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG
Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have
Though organized retailing is still at a nascent stage - accounting for only around two per cent of the
$180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade. Four
product categories have led the organized retailing wave: foods, apparel, lifestyle products, consumer
durables and electronics. In recent times, several theme malls such as Gold Souk (jewellery malls),
Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs and occasions have been
completed or announced.
Many top developers are now toying with the idea of developing speciality malls. Speciality malls are
already a success in the West, whereas the concept is in its infancy in India. One could venture so far as to
say speciality and theme based retailing will drive the growth of organized retailing in India.
ORGAINSED RETAILING
Organised retailing got a leg up during 2008 with the opening of new format stores, rapid growth of
existing players, start-up of new-generation shopping malls, the Government's intention of allowing a
certain level of foreign direct investment in retail and the formation of a retailers' association. With
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consumer sentiment positive during most of 2008, it led to substantial spending across a number of
categories such as consumer durables, clothing and lifestyle, automobiles and telecom products. At the
beginning of this decade, organized retailing accounted for a mere $2.9 billion in India. This is only 1.25
per cent of the estimated total retail market. This share has already grown to 2 per cent. Growth projections
for retail business vary widely. Some studies estimate that by 2011, the share of organized retail in the
retail pie will jump three times to reach 5-6 per cent.
Pantaloon Retail opens 2 Big Bazaars at Wazirpur & Inderlok Metro stations
in Delhi
Pantaloon Retail (India) Limited, the country’s leading retailer, opens 2 BIG BAZAARS
in Delhi. The two BIG BAZAARS are located at the Wazirpur and Inderlok Metro
Stations respectively. This is the first time a discount hypermarket has opened at a
station and Big Bazaar is proud to be the first to offer a never-before shopping experience to the metro
commuters. The national tally of BIG BAZAAR is now at 20 taking the total tally of BIG BAZAAR in
NCR region to 4.Both BIG BAZAAR, Wazirpur & BIG BAZAAR, Inderlok have FOOD BAZAARS
within the store. This takes the national tally of Food Bazaar to 32 and total tally of Food Bazaar in NCR
to 5.
BIG BAZAAR will provide shoppers with a completely new shopping experience and
make available -a range of products for every household need at never before prices
Shoppers for the first time will have the widest range of products in every segment –
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Women’s Apparel, Men’s Apparel, Accessories like belts and bags, Cosmetics, Gold Jewellery, Kids Wear,
Stationary and Toys, Footwear, Plastics and Home Décor products, Utensils & Home Appliances, Gift
Articles, food and grocery items.Food Bazaar will offer services like ‘Live Kitchen’ where customers can
get vegetables cut and select gravies of their choice, ‘Golden Harvest’ providing best quality grain, pulses
& spices, ‘Ready to cook’ and ‘Hungry Kya’ the ready to eat food sections. In addition, regular Food
Bazaar offerings of Grains and Provisions, Farm Fresh Fruits & Vegetables, Drinks & Beverages, Dairy
Products, Fabric Care products, Music Cassettes and CD’s, Chill Station, Home Care Products,
On the occasion of the launch, Mr. Kishore Biyani, Managing Director, Pantaloon Retail (India) Ltd., said,
“We are very proud to open 2 BIG BAZAARS at the 2 Metro Stations in Delhi. As has been the
homemaker’s experience across the country, the store is a support to the homemaker’s untiring effort of
saving the maximum while giving the best to her family. Our opening of the 2 stores in Delhi after the
runaway success of the other stores at Gurgaon & Ghaziabad shows our commitment to this region. It also
reflects the love and affection the people of this region have showered on us!”
Living up to its motto of “Is se sasta aur accha kahin nahin", all products in BIG BAZAAR will be
available at prices lower than the MRP, often up to 60% discount. In addition to this, various offers,
discounts and promotions will be regularly held at the store. The consumer will experience a new level of
standard in price, convenience and comfort, quality, quantity, and store service levels. BIG BAZAAR in its
true hypermarket model will offer all of the above for both leading brands as also for its private labels.
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A layout chart of Big bazaar located at Indralok
LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
DESCRIPTION)
9. WINTER WEAR
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23. LUGGAGE
24. FOOTWEAR
25. SPORTS
DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a place where every one has
their first sight that is in front of the entrance. This shows that when a person enters in to big bazaar it can
get all information about the stores of big bazaar from the person sitting in the help desk. Help Desk uses
paging service as a tool for the convenience of its employees and customers.
KIDS SECTION – The kids section is located just at the left corner of the entrance of big bazaar. In the
kid’s section kid’s accessories like diapers, trolleys, suckers, water bottles are available in one part. Kid’s
jackets and baba suits are available in another part. Kids casual wear (jeans and shorts) are placed in one
part of it and infant shirts & t-shirts are also placed in another part. In this section the pillars are used for
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displaying information like size chart and section description. The apparels are available at a price of Rs59
onwards.
MENS SECTION – Next to it is the men’s section that is in the center. It is divided in to five parts. At one
part men formal shirts are available. In other parts men trousers, suits and blazers, fabrics and ethnics are
available respectively. Here the price ranges from a minimum of Rs99 to Rs899.
LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The ladies section is
segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western wear, ladies formals
(office wear), ladies accessories – lingerie’s, ladies perfumeries, and ladies cosmetics respectively. Here the
Promotional scheme – With an add on to the above products there are various other products which are
available with a promotional scheme. The various products under this scheme includes girl t-shirts, infant
Non-Promotional scheme – There are various other products available without any promotional scheme
which includes jeans, infant baba suits, infant t-shirts, kids night wear, kids salwar suits etc.
Sports Store – At the extreme corner there is a sports store where various kinds of sport items are
available.
Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of food items, fruits and
vegetables are available there. Sitting arrangements are well made so that people can sit and take tea, coffee
Cash Counter – The cash counter is located just near the exit
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Product Layout Chart
6. Infants 6. Spices
7. Toys 7. Beverage
15. Footwear
17. Luggage
From today, housewives and compulsive shoppers in Gurgaon need not step
elsewhere for shopping. With Big Bazaar, the hypermarket (discount store) from
Pantaloon Retail (India) Ltd. opening its first outlet in North India, they have a lot to
choose from. Spread over an area of around 50,000 sq ft, Big Bazaar offers a variety
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of products 2% to 60% lower than the corresponding market price. After
Mumbai (Lower Parel and Mulund), Big Bazaar is all set to win t! he hearts of people
Speaking at the launch, Mr. Kishore Biyani, Chief Knowledge Officer, Pantaloon Retail
(India) said, "The Company was the first in India to launch a hypermarket discount
store - Big Bazaar. Seeing the tremendous response, today we are pleased to bring
the same excitement to shoppers in and around Gurgaon in the form of Big Bazaar
with its variety, discounts and shopping ambience. The main attraction at Big Bazaar
is the product variety. The company will stock about 1,70,000 items. In short, there
Big Bazaar has apparel and accessories for men, women and children besides
Cosmetics, Toys, Home Needs, Household Appliances, Gift items, Jewellery, Luggage,
Food Bazaar, with an area of around 10,000 sq ft is also a part of Big Bazaar offering
products at wholesale rates below the MRP. To attract regular bazaar-goers, a mandi
has been created within Food Bazaar where Consumers could touch, feel, pick &
choose products. This choice has been supplemented by the provision of packaged
food for the Westernized shoppers. Food Bazaar will stock around 10,000 stock
keeping units (SKUs). These will include provisions, vegetables, fruits and fresh
produce, FMCG products, bakery products, basic staples, cereals, pulses, cooking
oils, flour, spices, dry fruits, health food, baby food, dairy products, drinks,
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purchase offers and discounts worked out with several leading brands exclusively for
Research Objective
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Main objective of the study is to find out the buying behavior of the customers coming in to Big Bazaar.
There are some extensive objectives for the study which are listed below.
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Research Methodology
RESEARCH METHODOLOGY
Technology and customers tastes and preferences plays a vital role in today’s generation. Research
Methodology is a set of various methods to be followed to find out various information’s regarding market
strata of different products. Research Methodology is required for every industrial service industries for
Period of Study: This study has been carried out for a maximum period of 7 weeks.
Area of study: The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment, and imagination for which there can be no mechanical
substitutes.
Sampling Design: The convenience sampling is done because any probability sampling procedure would
require detailed information about the universe, which is not easily available further, it being an exploratory
research.
Sample Procedure: In this study “convenience sampling procedure is used. Convenience sampling is
preferred because of some limitation and the complexity of the random sampling. Area sampling is used in
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combination with convenience sampling so as to collect the data from different regions of the city and to
increase reliability.
Data Collection: Data is collected from various customers through personal interaction. Specific
questionnaire is prepared for colleting data. Data is collected with mere interaction and formal discussion
Tools of Analysis: - The market survey and the techniques for marketing and investment of finance is
carried out by physically interacting with the potential customers in big bazaar.
Research Design: - The research work is exploratory in nature, and is meant to provide the basic
information required by research objectives. It is a preliminary study based on primary data and the
findings can be consolidated after a detailed conclusive study has been carried out.
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Limitations
Preparation of a project report and concluding a research is a whole process which is carried
out in a number of steps. Therefore through out the whole process of research there are a
number of difficulties encountered by researcher, at every step. In the present study we may
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1. Data don’t represent entire population behavior.
3. This research was done in Delhi and gurgaon city only hence this
4. It was assumed that respondent have the knowledge of the choice that were given in
the questionnaire and respondent were compelled to choose only from given
alternatives.
The respondent view point on the study/questionnaire purely judgment and may be induced by other
reasons also.
Analysis
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ANALYSIS
The survey is done on big bazaar. Survey is done of 200 respondents of Delhi who come to visit big
bazaar. A specific questionnaire is prepared for the customers and data is obtained from them by moving
around big bazaar and personally interacting with them. The customers gave valuable information
regarding their consumption pattern in big bazaar. All informations are collected and a proper analysis is
done.
All the analysis and its interpretations are discussed below. Each of the analysis is done as per the
information obtained from the customers and a serious interpretation has been done to best of my effort.
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Higher Income Group 5%
INCOMEGROUP
5%
25% Higher Income
Group
MiddleIncome
Group
Lower Income
50% Group
20% NoIncomeGroup
Analysis: The above diagram shows the distribution of income level of customers coming in to big bazaar.
Among the 200 respondents 50% of customers are of middle income level that is between Rs20000 –
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60000. Least number of customers visiting Big bazaar are the higher income level people that constitute
only 5%. The lower income level of people coming to big bazaar constitutes of 20%. 25% of people belong
Interpretation: Big bazaar is the hub of shopping for middle level income group people because of its
reasonable price on its each product category. The higher-level income group people don’t prefer to do
shopping in big bazaar, as it doesn’t deal with branded products. The higher-level income group people are
very status conscious and their psychology is such type that they don’t prefer much to visit big bazaar, as it
is a discounted store. The lower income group people come in to big bazaar as they get goods at a
discounted price. Hence big bazaar should include branded products in its product category, which will
encourage higher income group people to come in to big bazaar. Probably not much of lower income group
people come to big bazaar as they don’t like to have any shopping experience rather they just go for near by
store where they can get their necessity goods. Even they purchase goods on a regular basis on a small
quantity. So they don’t have much interest to come to big bazaar and do shopping.
Shopping 60
Outing 10
Both 30
34
PURPOSE
30%
Shopping
Outing
60% Both
10%
Analysis: Out of the 200 respondents 60% of respondents visit big bazaar for shopping, 10% for outing
Interpretation: From this I interpret that big bazaar is purely a shopping complex but it also facilitates a
certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. The
infrastructure and ambience of big bazaar is so that people even like to go there even also they don’t have
to purchase anything. People enjoy doing shopping in big bazaar. This is very nice for it as often customers
35
Demand for other retail outlets in a mall
garment outlet
5%
10% foot wear outlet
entertainment
36
Analysis: The above graph shows that 40% of people visit garment outlet in a mall other than that of big
bazaar. 20% of people also prefer to visit food court in a mall other than big bazaar. 15% of the people go
to footwear outlet in a mall other than big bazaar. 10% of people also go to mall for entertainment purpose.
Some people that are 15% each also visit gift corner store and jewellery & watches store in a mall other
Interpretation: From this analysis I come to know that most of the people tend to visit garment outlets in
a mall other than big bazaar as it has some exclusive branded outlets. People also go for footwear stores as
malls have branded footwear stores in it. People go for watching movies to mall for entertainment. Yet a
few people visits gift corners and jewellery stores in a mall. This is of course a threat for big bazaar that it
is not able to attract customers from other retail outlets and retain them with it. Big bazaar should definitely
include more of branded products in its product category in order to bring in the customers of mall to it and
retain them with it. It can include some of the exclusive branded outlets of cloths and jewellery in it in
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
37
Anyother Item
Gift Item
Electronic Item
FoodItem
Grocery
Clothes
Analysis: This chart clearly indicates that the demand for grocery that is 70% is highest by the customers
followed by clothes rated 60%. The next highest demand is for food items that is 50%. 25% demand is for
leather items in big bazaar. Electronic items holds 15% of demand and gift items and other items has a
Interpretation: From this analysis I interpret that customers demand are high for grocery and clothes
followed by food items in big bazaar. Electronic items have a little demand by the customers. Gift items
and other items are not much in demand by the customers. I can interpret that clothes, grocery and food
items are the major products which hold maximum number of customers. So big bazaar should maintain its
low pricing and product quality to keep hold of the customers and also it should keep more qualitative
products of gift and leather items so that people would go for more purchase of these items from it. Big
bazaar has many local branded products of grocery and cloths and it is successfully selling it. It should also
38
Expenditure pattern of customers coming in to big bazaar
EXPENDITUREPATTERN
11%
29%
Below500
16%
500-1000
1000-1500
1500-2000
Morethan2000
22%
22%
Analysis: We can clearly see from this graph that majority of the customers spend a lot in big bazaar that is
29% of people spend more than Rs2000 in a single visit to big bazaar. Equal number of people that is 22%
39
of people each spend Rs 1000-1500 and Rs 1500-2000 respectively in a visit to big bazaar.16% of people
spend Rs 500-1000 and only 11% of customers are there who spends less than Rs500 in their visit to big
bazaar.
Interpretation: From this I interpret that most of the customers purchase goods in bulk which leads them
to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more goods from big
bazaar as it provides goods at a discounted rate. Probably those persons who spend more in a visit to big
bazaar are purchasing on a monthly basis. Those customers who are spending very less money that is below
Rs 500 are mostly coming in just to move around big bazaar and spend time. In the process they used to
spend money on food items and also purchase some products while roaming in it. Impulse buying behavior
of customers comes in to play to a large extent. More discounts shall be provided to people who does bulk
40
1 1/2 hours to 2 hours 40%
Analysis: People spend a lot of time in shopping in big bazaar. Majority of the respondents said that they
spend at least 1 hour to 1 ½ hours in big bazaar. 40% respondents also said that they spend 1 ½ hours to 2
hours in their visit to big bazaar. Only 10% of people said that they spend very little time that is less than
Interpretation: As per the given data I interpret that customers are very product choosy now a days and
that’s why they spend a lot of time in shopping in big bazaar. Probably customers might even be spending
more time in big bazaar as it provides a very nice ambience and atmosphere for the people to shop in.
Hence those persons who spend half an hour or less than half an hour in big bazaar are those persons who
just come to purchase limited products and come only because of low pricing of products. People also
spend much time in it but purchase very few goods. The sales personnel should focus on the people who
take long time in shopping and purchases a lot and provide special kind of service to them as they are the
major customers.
41
Comparison of footfalls in weekdays and weekends
FOOTFALLS
40%
Weeks days
Weekends
60%
42
Analysis: The above graph shows that more number of people comes to big bazaar in weekends than that
of week days .40% of people visits big bazaar in weekdays where as 60% of people visit big bazaar in
weekends.
Interpretation: I can clearly interpret from this that most of the people tend to visit big bazaar in weekends
rather than that of week days. There are more footfalls in big bazaar in weekends than that of week days.
Though there is not much difference as 40% of people visit big bazaar in week days hence in weekends the
footfall increases by 10%. As people come more in weekends, so big bazaar should keep it open for more
time in weekends. The infrastructure can be changed a bit in weekends so that customers can see more
products clearly and can move around comfortably. In order to bring in more number of customers in week
days big bazaar should provide some schemes in week days which will encourage people to come in to it in
week days also. Hence the crowd is more in weekends and big bazaar should avail more parking spaces for
its customers in weekends. It can make some temporary arrangement for parking every weekend. It should
not spend much money in advertising and displaying of products in weekdays rather it should advertise and
43
TIMEPREFERENCE
42%
10A.M. - 6P.M.
6P.M. -10P.M.
58%
Analysis: The above pie chart shows that most of the people prefer to visit big bazaar in evening time than
that of the daytime. Only 42% of people tend to visit big bazaar during daytime while 58% of people tend
Interpretation: From the above analysis I interpret that evening time is the peak time for big bazaar and
daytime is the off peak time for big bazaar. There is more number of people found in big bazaar during
evening time than that of daytime. Probably more of products are being sold during evening time in big
bazaar than that of daytime. Big bazaar shall provide some special offerings during daytime so that more
people should come in during daytime. It could offer some special kind of product in daytime, which will
be not available during evening time. In this way it will bring in more number of people during day time for
getting the special kind of products but along with that it will be able to sale other products as people do a
44
Comparison of customers purchasing with planned list of products and purchasing products on an
unplanned basis
Yes 80%
No 20%
PLANNEDANDUNPLANNED
BUYERS
20%
Yes
No
80%
45
Analysis: As shown in the graph out of my total respondents of 200, 80% of customers come to big bazaar
with a planned list of products. Only 20% of people come in to big bazaar without any planned list of
Interpretation: As per the data obtained from the customers of big bazaar I interpret that most of the
customers comes in to big bazaar with a planned list of products. Few customers come to big bazaar
without any planned list of products and purchases products depending on their selection. These people
basically come to the mall and hence get in to big bazaar. Depending on the product category and brand
and quality of products they purchases goods. Some couples come to mall and go to food bazaar to have
food together and to have chit chat among them. The customer who comes with a planned list of products
purchases more products than that of the customers who comes without any planned list of products. So big
bazaar should provide more variety and essential goods so that more number of people should come in with
46
Yes 10%
No 50%
Depends on category 40%
BRANDPREFERENCE
10% Yes
40%
No
50% Dependson
category
Analysis: As seen in the above chart it is clearly known that only 10% of people come in to big bazaar with
a list of brands in advance. 50% of people completely deny that they don’t prepare in list of brand in
advance. 40% of people told that they prepare a list of brand depending on the product category.
Interpretation: From this I interpret that customers don’t opt for much brand preference while purchasing
products in big bazaar. A few customers search for brands but depending on the product category.
Customers probably don’t decide for brands on products as there are not much of known branded products
available at big bazaar. On product categories like grocery and clothes, big bazaar has many local branded
products. Customers purchase a lot of these, as it’s cheap in price even though its quality is not so good. As
most of the customers belong to lower class and middle class people, they purchase those local branded
products as it gives them value for money. Different products of the same category have different prices.
Quality of products varies with the price. This enables customization of products for various types of
customers. Customers search for brands mostly in apparel section. Some customers also pre decides the
brand on the local manufactured grocery and food products of big bazaar. Big bazaar should include more
47
of the branded products in its each category so that customers have more options to choose among the
brands. This will bring in more number of people to big bazaar, which will definitely increase the sales.
Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%
Comparison of brand
preference on different product category
45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
s
em
m
s
ry
s
Ite
m
It e
th
It
ce
Ite
lo
er
er
ro
c
C
th
ni
ift
h
G
at
O
ro
G
Le
ct
ny
le
A
E
48
Analysis: This graph shows that cloths and grocery are the only two items on which customers mostly
Debit Card 6%
prefer the brands that is 40% each. 33% brand preference is on gift items and 25% is on electronic items.
Brand preference on leather items is 2% and 12% on any other item.
Interpretation: From this I interpret that some of the products brand are predecided in advance and for
some of the products customers don’t at all predecide any brand. As per electronic goods are concerned
customers predecide the brand as many branded electronic products are available in big bazaar. The
customers predecides brands on cloths and grocery most as big bazaar produces much of local brands and
also have some well known branded products of clothes with it like flying machine jeans.
49
MODEOFPAYMENT
6%
21%
CashPayment
Credit Card
Debit Card
73%
Analysis: As per my study is concerned, out of the total respondents 73% of people make cash payment in
big bazaar. 21% of them uses credit card as their mode of payment and 6% of the people makes payment in
Interpretation: As per the obtained data I interpret that maximum number of people makes cash payment
in big bazaar. A fraction of people uses their credit card for payment in big bazaar and a very few people
uses their debit card for payment. I can interpret that quick exchange of money for goods is done in big
bazaar as most of the people mode of payment is cash payment. Hence some times big bazaar has to wait
for a short time period as some of the customers make their payment through credit and debit card.
50
Customers’ mode of transport to big bazaar
Two-wheeler 40%
Four-wheeler 50%
Any Other 0%
MODEOFTRANSPORT
0% 10%
HiredVechle
Two-wheeler
50%
Four-wheeler
40% AnyOther
Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to big bazaar with their
own four wheelers. The second majority of people consist of people riding two wheeler and coming in to
51
big bazaar. Only 10% of people of the total respondent visits big bazaar on hired vehicles. None of the
Interpretation: From the above data I interpret that there are more number of four wheelers coming found
in big bazaar than that of two wheelers. People prefer more to go to big bazaar in four wheelers than that of
two wheelers. A few people are found who comes in to big bazaar with a hire vehicle. Probably they might
be the tourists.
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A
VAIL
ABIL
ITYOFP
ARK
INGS
PAC
E
1
0%
L
essth
an
a
dequa
te
4
5% A
deq
uate
Moretha
n
4
5%
a
de qu
ate
Analysis: As it is shown in pie chart most of the people say big bazaar does not provide adequate parking
space. Equal number of people also says that adequate space is provided for parking big bazaar. Only 10%
of people say that more than adequate space is available for parking in big bazaar.
Interpretation: Analyzing the above data, I interpret that customers are not satisfied with the parking
space availability provided by big bazaar. Hence it’s a threat for big bazaar as it may loose its customers
because of less parking space availability. Even though many customers say adequate space is available for
parking in big bazaar but also it is a threat for big bazaar as it is seen more number of people are expected
to come in to big bazaar. In holidays probably it will be very difficult for customers to park their vehicle in
big bazaar.
53
Yes 85%
No 15%
15%
Yes
No
85%
Analysis: Out of my total respondent of 200 customers, 85% of them says they go to their near by kirana
store and 15% said that they don’t at all go to any kirana store. This shows that majority of people go to
54
kirana store even though they visit big bazaar. But some customers are there who never goes to any kirana
store.
Interpretation: As per the given data I analyze that most number of people tend to purchase goods from
near by kirana store even if they come to big bazaar. I can conclude from this that a kirana store is a
competitor of big bazaar. Some customers never go for shopping in kirana store as of it does not have much
variety option available with it. Probably they are more interested in having a shopping experience rather
Shopping
Price Service Variety Quality Convenience Experience Ambience
55
120
100 100 95
90
80 75
70 Big bazaar
60 60
50 Kirana store
40 40
30 25
20
10 5
0 0
e
er e
nc
ce
ce
xp c
ty
in ve n y
e
E ien
ie
lit
ric
ie
en
vi
ho Co ua
ar
er
P
bi
Q
V
S
m
pp n
A
g
S
Analysis: The above graph shows the comparison of different factors between big bazaar and a nearby
kirana store. 70% of people say big bazaar provides goods at a cheaper price as compared to that of a kirana
store. 50% of people say big bazaar provides better service and another 50% of them say kirana store
provides better service. Each and every customer that is 100% agrees that there are more variety of
products available at big bazaar than that of kirana store. As per quality of goods is concerned 60% of the
customer say kirana store provides better qualitative products while 40% of the customers say big bazaar
also provides qualitative products. 75% people say it is more convenient for them to go to a kirana store
while 25% of them say going to big bazaar is more convenient for them. 90% of respondents said it is a
56
good shopping experience at big bazaar while 105 of them said that they also have a good shopping
e is concerned 95% of customers said big bazaar provides much nice ambience than big bazaar while 5% of
them said that ambience provided by kirana store is also equivalent to that of big bazaar.
Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a
threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. Big
bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert
A swot analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This
analysis will explain about the strengths, weaknesses, opportunities and threats of big bazaar.
57
• Availability of products in other retail outlets
Opportunities for Big bazaar
• To open up more and more number of big bazaars in different cities of the
country.
• To grab the rural market
• To bring in the customers of other retail outlet by dealing with branded products.
• Add more products to its product category
Suggestions
• Big bazaar should provide large parking space for its customers so that they can easily park their
vehicles.
• Big bazaar should include more of branded products its product category so as to attract the brand
• It should make different cash counters for different customers. Cash counter and credit card
payment counter should be placed differently in order to reduce the rush and save the customer’s
time. This will be a kind of motivator for the customers of big bazaar.
• The service of the sales person is needed to be improved. Personal care should be taken by the
sales person for the customers so that the customers feel good.
• During the off peak hour’s big bazaar should provide some offers to its customers so that people
would be encouraged to come to big bazaar during off peak hours. The customers who are present
in the mall during the off peak hours of big bazaar will definitely go in to big bazaar if surprise
58
• Customer care department is needed to take proper care of customer complaints and queries. The
person sitting at the help desk of big bazaar should be able to provide all necessary information to
• The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big
Conclusion
Big bazaar is a major shopping complex for today’s customers. It is a place where customers find variety of
products at a reasonable price. Big bazaar has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around big bazaar. Volume
sales always take place in big bazaar. Impulse buying behavior of customers comes in to play most of the
Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items,
chocolates and many more. It competes with all the specialty stores of different products which provide
goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study
that the customers are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities
of India, it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big
bazaars.
Big bazaar is a hypermarket store where varieties of products are being sold on different product category.
59
Different types of products starting from a baby food to pizzas all are available under one roof. In Delhi it
is the middle class people who mostly do marketing from big bazaar. Even most of the people do their
People not only visit big bazaar to do shopping but also visit for outing purpose as it provides a very nice
ambience to its customers. As people go to malls they just tend to move around big bazaar whether it is for
shopping purpose or for outing purpose. Grocery, apparels and food items are the products which are
demanded most by the customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks
in providing enough parking space for its customers. This may discourage the customers to come to big
bazaar and shop as they face difficulty in parking their vehicles. Even though some customers say that they
don’t feel problem in parking their vehicle, it is because of the parking space available to them by the mall.
As it is surveyed it seems that the biggest competitors of big bazaar are the kirana stores and the discounted
Questionnaire
2. Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes b) No
3. If yes then what are the other retail outlets do you intend to visit in a mall?
a) Garment Outlet
b) Footwear Outlet
c) Food Court
d) Entertainment
e) Gift Corner
f) Jewellery and Watches store
60
4. What is the purpose behind visiting Big Bazaar?
a) Shopping
b) Outing
c) Dating
6. On an average how much amount of money do you spend in a visit to Big Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000
c) 1 hour to 1 ½ hours
d) 1 ½ hours to 2 hours
a) Week days
b) Weekends
9. Which time of the day do you mostly prefer to visit Big Bazaar?
a) 10am – 6pm
b) 6pm – 10pm
61
10. Do you go with a planned list of products to be purchased from Big Bazaar?
a) Yes b) No
11.Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes b) No
c) Depends on category
a) Cloths
b) Leather Items
c) Electronic Items
d) Grocery
e) Gift Items
a. Price
b. Service
c. Ambience
d. Product Variety
e. Product Quality
f. Convenience
15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5 scale?
a. Very good
b. Good
c. Ok
62
d. Poor
e. Very poor
a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other
b) Adequate
a) Yes b) No
19. Compare your nearest Kirana store with Big Bazaar on the following parameters.
i. Price
ii. Service
iii. Variety
iv. Quality
v. Convenience
………………………………………………………………………………..
1. Name: -
2. Age: -
3. Sex: -
4. Location/Address: -
63
5. Qualification: -
6. Profession: -
a) Below 10,000
b) 10,000 – 20,000
c) 20,000 – 40,000
d) 40,000 – 60,000
Bibliography
BIBLIOGRAPHY
BOOKS-
KNOOTZO’ DONNEL
PHILIP KOTLER
64
“Marketing Management”
C .R. KOTHARI
“Research Methodology”
WEBSITES-
www.bigbazaar.com
www.google.com
REFERENCE-
MAGAZINE-
Business World
BIG BAZAAR, the retail store at Koramangala, has an exchange offer where you can get rid any old item
and get yourself a new one. The offer is applicable to products like utensils, plastics, footwear, luggage
accessores, garments, toys, watches, glass, electronics items, and so on. Customers can get their old
household items valued. Big Bazaar says it offers better value because old, broken utensils and plastics can
be exchanged for as much as Rs. 40 a kilo.
What is more, consumers need not exchange their old items for similar items. They can bring in an old
piece of luggage and walk off with a salwar kameez instead. Similarly, old shoes and can exchanged for an
65