A Project On Marketing Strategy of Big Bazaar
A Project On Marketing Strategy of Big Bazaar
A Project On Marketing Strategy of Big Bazaar
1
POST GRADUATE DEPARTMENT OF COMMERCE
Assistant Professor,
CERTIFICATE
This is to certify that the candidate HARIOM DASH, bearing
College Roll No- BC15-125, a student of +3 Final year commerce for
the session 2017-2018 is a bonafide student of S.C.S (A) College,
Puri. He has done the project paper entitled “MARKETING
STRATEGY OF BIG BAZAAR” is his original piece of work and to the
best of my knowledge, no other candidate has submitted the same
paper for the award of Bachelor’s Degree in Commerce under S.C.S
(A) College, Puri
2
Sign of H.O.D Sign of Guide
Date:__/__/2018
DECLARATION
HARIOM DASH
+3 Final Year Commerce
3
ACKNOWLEDGEMENT
HARIOM DASH
+3 final Year Commerce
4
contentS
Page
No.
CHAPTER 1
1-3
INTRODUCTION
OBJECTIVES OF THE STUDY
SCOPE OF THE STUDY
METHODOLOGY OF THE STUDTY
LIMITATION OF THE STUDY
CHAPTER 2
4-16
LITERATURE REVIEW
COMPANY PROFILE
CHAPTER 3
17-33
5
CHAPTER
34-36
FINDINGS
SUGGESTION
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE
CHAPTER-1
1.1. INTRODUCTION
Marketing strategy 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 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
definitions appear to centre around the notion 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 than any
individual marketing plan as the strategy is where the value proposition and the
key elements of a company’s brand reside. These things ideally do not shift very
much over time. 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 competitive advantage. Strategic planning may also reveal market
threats that the firm may need to consider for long-term sustainability.[9] Strategic
planning makes no assumptions about the firm continuing to offer the same
products to the same customers into the future. A marketing strategy grows out of
a company’s value proposition. The value proposition summarizes the competitive
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advantage a company has in its market. The value proposition usually provides
the key message for all marketing. Walmart, 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.
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CHAPTER-2
2.1. REVIEW OF LITERATURE
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6. According to the American Marketing Association (AMA)
Marketing strategy 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.
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12. According to Marjorie Clayman – Director of Client Development,
Clayman Advertising, Inc.
Marketing strategy is building your brand, convincing people that your
brand (meaning your product/service/company) is the best and protecting
the relationships you build with your customers.
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communication objectives (advertising, marketing, sales, etc), into one
department to more efficiently achieve the overall corporate goals.
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disintermediated by word of mouth referrals. Traditional marketers will
have to work harder to get ahead of and to influence this trend.
24. According to Jeffrey Hayzlett – The Hayzlett Group, Author of The Mirror
Test
Marketing strategy has to examine why you’re in the game and ask the
tough questions. Next, there has to be a plan—and it must be tied to
specific sales expectations –clear conditions of satisfaction. Passion is not
a substitute for planning. Remember, buzz is NOT sales. Tension is good.
Good healthy debate causes tension and moves your group forward. Take
risks and don’t be afraid to make mistakes. No one ever died because of a
marketing campaign. If you want to grow you’ve got to get out there. Get
your business into a new stratosphere.
BIG BAZAAR
Founded in 2001,[3] Big Bazaar is one of the oldest[4] and largest hypermarkets
chain[5][6] 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 crore (US$1.7 billion) crores (in 2012) (Big Bazaar and Food Bazaar
combined) Employees :- 36000 people Parent.
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Big bazaar is a chain of shopping malls in India. Big bazaar offers a wide range of
merchandise including fashion and apparels, food products, general merchandise,
furniture, electronics, books, fast food and leisure and entertainment sections.
Food Bazaar, a supermarket format was incorporated within Big bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations.
A typical Big Bazaar is spread across around 50000 sq. feet of retail space. While
the larger metropolises have Big Bazaar family centers measuring between 75000
sq. feet and 160000 sq. feet. Big bazaar express stores in smaller towns measure
around 30000 sq. feet. Led by its flagship enterprise, Pantaloon Retail, the group
operates over 12 million square feet of retail space in 71 cities and towns and 65
rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail
employs around 30,000 people and is listed on the Indian stock exchanges. The
company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls.
In the value segment, its marquee brand, Big Bazaar is a hypermarket format that
combines the look, touch and feel of Indian bazaars with the choice and
convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic
expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in
Kolkata, Hyderabad and Bangalore. The group’s specialty retail formats include,
books and music chain, Depot, sportswear retailer, Planet Sports, electronics
retailer, eZone, home improvement chain, Home Town and rural retail chain,
Aadhaar, among others. It also operates popular shopping portal.
Future Capital Holdings, the group’s financial arm provides investment advisory to
assets worth over $1 billion that are being invested in consumer brands and
companies, real estate, hotels and logistics. It also operates a consumer finance
arm with branches in 150 locations.
The central objective for earlier businesses of Big Bazaar w 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 needs to be speed and imagination. The new macro-
differentiator can be design. Design is helping companies to sell
differentiated experiences and solutions that connect with the consumer’s
emotions. It’s no longer about selling products and services alone. Nor is it
just about completing transactions. Every time a customer walks in, it is an
opportunity to build a relationship and invite the customer to become a part
of the transformational scenario. Design management is helping us position
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the customer at the center of every decision we take and also operate with
true entrepreneurial spirit.
India’s National Council for Applied Economic Research estimates that the nation’s
middle class population currently comprises about 17 million households – 90
million people – with annual earnings ranging between $4,500 (£2,400) and
$22,000 (£11,736). An additional 287 million could be termed as ‘aspirers’ or those
that hope to join the middle class in the near term. Rising incomes, particularly in
the lower and middle-income households, are impacting retail growth in India as
these groups tend to spend more on upgrading and diversifying their lifestyles,
eating out and moving on to processed and convenience foods.
The large and growing young working population is a preferred customer segment
for Big bazaar. These young people are early adopters of most modern product
lines. The ongoing boom in sectors such as information technology and business
process outsourcing has created a clientele with high disposable income and a
increased demand for lifestyle merchandise such as watches, cosmetics and
perfumes. This is a much-travelled and brand-savvy urban population. Interestingly,
an estimated 40-50% of the Indian working woman’s salary is spent on apparel and
footwear. Eating out, mobile phones and accessories make up the other leading
spending options. Big Bazaar specifically target young, working professionals,
home makers who are primary decision maker.
All our lines of business are consumer centric and I believe that if we are to be in
the larger consumer space, we would need to keep changing, evolving and
accordingly be flexible in our business plans. Consumers are the same everywhere;
we are only bound by our social systems. Their desires, greed’s and needs are
similar. The value for money proposition is so ingrained in the Indian consumers
mind that he needs to be shown true value all the time.
Therefore, all our current and future businesses would necessarily have the
common denominator as the consumer.
All our alliances and relationships with many company’s have been built, keeping
the synergies of business and consumer offerings in mind.
Future Group is a corporate group and nearly all of its businesses are managed
through its various operating companies based on the target sectors. [8] For e.g.,
retail supermarket/hypermarket chains Big Bazaar, FBB, Food Bazaar, Food Hall,
Hometown etc. are operated by its retail hand, Future Retail Ltd, while its fashion
outlets Brand Factory,Central, Planet Sports etc. are operated via another of its
subsidiaries, Future Lifestyle Fashions.[10] With these many fashion outlets and
supermarket, the group also promotes respectively, its fashion brands like Indigo
Nation, Spalding, Lombard, Bare etc., and FMCGs like Tasty Treat, Fresh & Pure,
Clean Mate, Ektaa, Premium Harvest, Sach etc. It also has operating companies to
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cater specifically to internal financial matters and consulting within its group of
companies.
Big Bazaar is constantly on the lookout for finding new ways and means to improve
the current state of affairs. Thus, innovation is a very important aspect of their
working strategy. The other very important philosophy is that of Indian lifestyle. All
the concepts and formats as well as the way of doing things are very Indian. The
way Big Bazaar is designed and the way the whole concept has developed reflects
a sense of Indian day today lifestyle.
Big Bazaar provides a wide range of services to its customers like Trial rooms ,
elevators, car parking , security, baggage counter , trolleys so that one could shop
easily
They even provide them with after sale services in case of buying electronic items.
One of the major service provided by them is one stop shop as one could get a
whole range of items under one shop and at the most reasonable price. They
always have their outlets in such a location where it is easy to commute.
They have also given major emphasis to convince for customers in which layout
has played a major role. The layout of the store is so effective that customers find
their way out of what they want. Big Bazaar provides good employee service i.e
their salesmen are always redy to provide help. Employee service is often
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neglected as part of good retail marketing but customer and employee interaction
can be used as the significant tool for retail marketing.
3. VISUAL MERCHANDISING
Visual merchandising at Big Bazaar uses “Store display for promotional purpose,
but as customers are becoming more sophisticated, Big Bazaar has found various
techniques for effective display for providing information and communicating image
of the store to the customers, helping them in taking purchase decision and
creating exciting shopping environment” Big Bazaar not only uses visual
merchandising for promoting their product, but they use it as a significant tool for
creating appropriate store environment and influencing purchase decision of
customers.
They use danglers and hoardings at the entrance of the store as this may be a
deciding element in a consumer’s decision to enter a store. It uses various visual
merchandising like it uses remarkable window display for creating a shopping
environment as it creates initiative impression in the mind of customers as window
display also sometimes become a deciding factor whether to enter the store or not .
Retailers develop visual merchandising in order to relate customer’s social life with
the product, arouse their personnel interest for the product. “Retailers can use
combination of elements of in store display; such as colour, texture, lighting,
fixtures, graphics, signage.”
4. PROMOTIONS
Big Bazaar uses various promotional strategies like the prices on Wednesdays are
very low compared to other retailers, this helps is bringing in a huge number of
customers they even have a concept of “BIG DAY” which means they give huge
discounts to their customers on the 26TH of Jan and on 15TH August. On such days
they come up with promotional offers like bring old items from your house and take
huge discounts and freebies.
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Discounts on all school requirements like school bags, water bottles &
lunchboxes.
lWin a pencil case with every purchase worth Rs. 500 & above
lSend us your experience of the “Best day that you had in school” – the most
humorous one will get a free shopping trip worth Rs 1,000/-
lLucky draw – shop for Rs 1,000 & above, drop in your kids name into our
drop box – 10 lucky kids will get 30% off on an NIIT course
lShop for Rs 500 & above, drop in your kids painting the best painting will get
sponsored for an art course.
Khushi ki barsaat:
Steal a deal:
5. TARGET MARKET
1. Big Bazar targets higher and upper middle class customers
2. The large and growing young working population is a preferred customer
segment
3. Big Bazar specially targets working women and home makers
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6. MISSION & VISION OF BIG BAZAAR
1. Future Group shall deliver Everything, everywhere, every time for every Indian
Consumer in the most profitable manner.
2. We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption
space leading to economic development
3. Big Bazaar target to upper middle class and higher customers.
4. The large and growing young working population is a preferred customer
segment.
5. Big Bazaar specially target working women and home maker who are the
primary decision maker.
7. PRODUCT ASSORTMENTS
Big Bazaars journey began in October 2001, when the young, first generation
entrepreneur Kishore Biyani opened the countrys first hypermarket retail outlet in
Kolkatta (then Calcutta). In the same month, two more stores were added one each
in Hyderabad and Mumbai, thus starting on a successful sojourn which began the
chapter of organized retailing in India.
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to name the format as Bazaar because we had designed the store keeping the
Indian mandi style in mind. Since the size of the hypermarket was big than an
average mandis, the thought came to name it as Big Bazaar.However, we had
freezed on the punch line Isse Se Sasta Aur Achha Kahi Nahi much before we met
the creative agency to design the final logo of Big Bazaar.
Though, Big Bazaar was started purely as a fashion format including apparel,
cosmetics, accessory and general merchandise, the first Food Bazaar format was
added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar,
with its wide range of products and service offering, reflects the aspirations of
millions of Indians.
The journey of Big Bazaar can be divided into two phases one pre and the other
post January 26th, 2005, when the company rewrote the retail chapter in India, with
the introduction of a never-before sales campaign Sasbe Sasta Din. In just one day,
almost the whole of India descended at various Big Bazaar stores in the country to
shop at their favourite shopping destination.
Further, what followed was the time and again rewriting of the Indian Retail
experience, wherein understanding of the Indian consumers reflected in the
products and services offered, creating innovative deals, expanding in the tier II and
tier III towns, tying up with branded merchandise to offer exclusive products and
services to its customers.
Big Bazaar is present today in 59 cities and occupying over 5 million sq.ft. retail
space and driving over 110 million footfalls into its stores. The format is expecting
the number of footfall in the storesto increase by over 140 million by this financial
year. Over the years, Mr. Biyani for his vision and leadership, and Big Bazaar for its
unique proposition to its customers, have received every prestigious consumer
awards both nationally and internationally.
Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is
important in our journey is not the number of stores, but the customers faith in us.
Its the India and the Indians, which have helped us, reach this feat in such a short
time span and today our country is creating a history in the World organized Retail.
Rajan Malhotra, who is also the first employee of Big Bazaar, joining the
organization in early 2001 adds, Since beginning, we have kept Big Bazaar as a
soft brand, which reflects the India and the Indianess. We believed in growing with
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the society, participating and celebrating all regional and local community festivals,
giving customers preferences above everything else.
THE EVOLUTION…
The Past
2. Established leadership in all key consumption centers and in all key categories
for modern retail
3. Created multiple businesses and established our footprint across the country
4. Leverage scale, size & knowledge acquired to drive home efficiencies &
productivity in the business
The Present
2. Focus on free cash flows, a deleveraged balance sheet, maintain low gearing
ratios, and improve working capital management
The Future
Milestones Achieved:
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Demerger of Pantaloons business and deleveraging of balance sheet through
transfer of Rs 1,600 of debt – Completed
Demerger and consolidation of lifestyle fashion business into an independent
entity– Completed
CHAPTER 3
DATA INTERPRETATION AND ANAYLYSIS
1. Income wise distribution of customers coming to Big Bazaar
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
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Sales
5%
25%
Analysis:
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-levelincome 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 andtheir
psychology is such type that they don’t prefer much to visit big bazaar, as it is
discounted store. The lower income group people come in to big bazaar as they get
good sat 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 nearby
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
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2. Purpose behind visiting Big Bazaar
Shopping 60%
Outing 10%
Both 30%
Sales
30%
Shopping
Outing
Both
60%
10%
Analysis:
O u t o f t h e 2 0 0 re s p o n d e n t s 6 0 % o f re sp o n d e n t s vi s i t b i g b a za a r
f o r shopping, 10% for outing and 30% visit big bazaar for both the purposes.
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 purchase some goods while moving I the building
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Garment Outlet 40%
Footwear Outlet 15%
Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%
Sales
10%
Garment Outlet
10%
Footwear Outlet
40%
Food Court
Entertainment
20% Gift Corner
Jewellery and watches store
15%
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 than big bazaar.
Interpretation:
From this analysis I come to know that most of the people tend tovisit 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 isnot 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
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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 order to
attract the brand choosy customers.
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Gift Item 10%
Any other Item 10%
80%
70%
60%
50%
40%
Series1
30%
20%
10%
0%
Clothes Grocery Food Item Leather Gift Item Any other
Item Item
Analysis:
This graph shows that cloths and grocery are the only two items on whichcustomers
mostly prefer the brands that is 40% each. 33% brand preference is on giftitems
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 predecidedin 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
brandedelectronic products are available in big bazaar. The customers predecides
brands oncloths and grocery most as big bazaar produces much of local brands
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and also have somewell known branded products of clothes with it like flying
machine jeans.
5. Method Of Payment
Cash Payment 73%
Credit card 21%
Debit card 6%
6%
21%
Cash Payment
Credit card
Debit card
73%
Analysis:
As per my study is concerned, out of the total respondents 73% of peoplemake
cash payment in big bazaar. 21% of them uses credit card as their mode of
paymentand 6% of the people makes payment in big bazaar through their debit
card.
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 caninterpret 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
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short time period as some of the customers make their payment through credit and
debit card.
EXPENDITURE PATTERN
11%
29%
Below 500
16%
500-1000
1000-1500
1500-2000
More than 2000
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% 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
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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 purchase. This will encourage people to purchase more products.
35%
30%
25%
20% 35%
15% Series 1
22%
10% 15% 18%
5% 10%
0%
Less than Half an hour 1 hour to 1 1 1/2 hours More than 2
half an hour to 1 hour 1/2 hours to 2 hours hours
Analysis:
People spend a lot of time in shopping in big bazaar. Majority of the respondents
(35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 22%
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
half an hour in big bazaar.
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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.
Weekends 60%
FOOTFALLS
40%
Weeks days
Weekends
60%
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.
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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 week ends. The infrastructure can be changed a bit in week ends 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
display products more in weekends as more number of people comes in weekends.
10 A.M - 1 P.M 8%
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8%
17%
40% 10 A.M - 1 P.M
1 P.M – 3 P.M
3 P.M – 6 P.M
6 P.M – 10 P.M
35%
Analysis:
The above pie chart shows that most of the people prefer to visit big bazaar in
evening time than that of the day time. Only 25% of people tend to visit big bazaar
during day time while 75% of people tend to visit big bazaar during after noon time.
Interpretation:
From the above analysis I interpret that evening time is the peak time for big bazaar
and day time is the off peak time for big bazaar. There is more number of people
found in big bazaar during evening time than that of day time. Probably more of
products are being sold during evening time in big bazaar than that of day time. Big
bazaar shall provide some special offerings during day time so that more people
should come in during day time. 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 lot of impulse
buying at big bazaar.
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10. Comparison of customers purchasing with planned list of
Yes 50%
No 40%
Ever 10%
10%
yes
50% no
ever
40%
Analysis:
As shown in the graph out of my total respondents of 350, 50% of customers come
to big bazaar with a planned list of products. 40% of people come in to big bazaar
without any planned list of products to be purchased from big bazaar.
Interpretation:
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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 a planned list of products.
Yes 10%
No 50%
BRAND PREFERENCE
10% Yes
40%
No
50% Depends on
category
Analysis:
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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 its 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 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.
Good 29%
Ok 36%
Poor 13%
Very poor 5%
35
40%
35%
30%
25%
20% 36%
15% 29%
10% 17%
13%
5%
5%
0%
Very good Good Ok Poor Very poor
Interpretation:
From this I interpret that 36% customers realize service of sale personnel in Big
Bazaar is OK, 29% realize good, 17% realize Very Good, 13% realize Poor and
5% customers is very dissatisfied with sales personnel’s in Big Bazaar.
Experience
bazaar
Retails
36
60
55
50
45
30
Interpretation:
I interpreted from this that other organized stores is another competitors of big
bazaar. It is a threat for big bazaar as some of the attributes of other organized
stores store provides more satisfaction to customers. Big bazaar should try to
improve on each of its attributes and out compete the other organized stores.
37
38
Analysis:
The above graph shows that the respondents are highly agreeing to the fact that
they will do more and more shopping on Wednesday sales by which the sales
figure of Big bazaar will increase. Wednesday sale vastly impacts on its customer
base by providing huge discounts on food items and clothes. Big bazaar potentially
concentrate on its clothing department on Wednesdays to give more and more
discount to its customers. The customer base of big bazaar is large enough to take
that discount for granted and hence help in increase the sale of the company.
Interpretation:
From the above graph it interpreted that customers are more interested in
Wednesday sales, as they get huge discounts on food, clothing, electronic etc. The
above graph shows that there is an increase in the sale of food items and clothes
as the company provides more discount on those products. Besides all of this there
were some high class people who remained neutral during this Wednesday sale.
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CHAPTER 4
1. FINDINGS
1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.
2. At present time Big Bazaar provide different types of product assortments to the
customers.
4. Big Bazaar mainly deal with middle income group people who want qualitative
product with reasonable cost.
7. Big bazaar holds a huge customer base. The majority of customers belong to
middle class family.
8. Impulse buying behavior of customers comes in to play most of the times in big
bazaar.
2. SUGGESTIONS
Big bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar.
Big bazaar should provide large parking space for its customers so that they can
easily park their vehicles.
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
40
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 offers are made at that time.
3. 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 times in big bazaar.
Big bazaar is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.
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
41
big bazaar. Even most of the people do their monthly shopping from big bazaar.
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, discounted specialty stores like Vishal mega mart, Delhi bazaar
Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
42
Bibliography
BOOKS
edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4 th edition )
Bigbazaar.co.in
Organizedretail.co.in
Retail seminar. In
Scribd.com
Retailing.co.in
Wikipedia.org
Slideshare.net
43
Questionnaire
Respected Sir/Madam
Customers’ Name
Age:
Below Rs.10000
Rs.10000-Rs.20000
Rs.20000 –Rs.30000
Above Rs.30000
Twice in a week
Once in a week
Yes
No
Agree
Strongly agree
Disagree
44
Not really
Hoardings
Newspapers
Television
Brochures
Good
Satisfied
Average
Any other
Satisfied
Neutral
8. Do you think that the service of discount offered by big bazaar attracts you
for impulsive buying?
Yes
No
9. Do you feel that the goods sold in big bazaar are relatively morecostly than
that of other malls?
Yes
No
45
10. Rank the following features that encourage your purchase in bigbazaar on
a scale of 1-10
Quality goods
Price
Location
Facilities
Good brand
Ambience
Convenience
11. What is your overall satisfaction level rate about services of big bazaar?
Highly satisfied
Satisfied
Neutral
Dissatisfied
12. Which promotional offers do you expect from big bazaar in the near
future?
Discount offer
Coupons
Free gifts
46