DISSERTATION

ON
A STUDY ON CUSTOMER

PREFERENCE IN BIG BAZZAR RETAIL

STORE DEHRADUN

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

DEGREE OF BACHELORS OF BUSINESS ADMINISTRATION (BBA) :

PROJECT GUIDE: SUBMITTED BY:

DR. PARSHURAM DANGWAL ANURAG KHUGSHAL

ASSISTANT PROFESSOR 14BB209
IUU, DEHRADUN VIth SEM

IMS UNISON UNIVERSITY

DEHARDUN
 DECLARATION

I, ANURAG KHUGSHAL hereby declare that the work presented herein is genuine work
done originally by me and has not been published or submitted elsewhere for the requirement
of a degree programme. Any literature, data or works done by others are cited within this
dissertation has been given due acknowledgement and listed in the Reference section. The
data and records presented here are best to my knowledge about the accuracy and its
worthiness along with the latest figures are being quoted in this project.

ANURAG KHUGSHAL
ROLL NO: 14BB209
 CERTIFICATE

I have the pleasure in certifying that ANURAG KHUGSHAL is a bonafide student

of 6th Semester of the Bachelors Degree in Business Administration (Batch 2014-17) of

IMS Unison University, Dehradun, Under university Roll 14BB209.

He has completed his project work entitled A STUDY ON CUSTOMER

PREFERENCES IN CHOOSING BIG BAZAAR under my guidance.
I certify that this is his original effort & has not been copied from any other source.

This project has also not been submitted in any other University for the purpose of award of

any Degree.

This project fulfils the requirement of the curriculum prescribed by IMS Unison

University, DEHRADUN, for the said course. I recommend this project work for evaluation

& consideration for the award of Degree to the student.

Signature :

Name of the Guide: DR. PARSHURAM DANGWAL

Date :
 ACKNOWLEDGEMENT

I would like to place my sincere thanks to all those Persons who helped me in completing my

project successfully.

I am highly indebted to Dr. K Ajay Singh (Dean), Mr. Santosh Kumar (Course Coordinator)

and DR. PARSHURAM DANGWAL, Faculty of IUU-DEHRADUN for giving their

precious advice as & when I needed as well as giving me their valuable time and expertise

guidance at every step of my Project Report.

Lastly I owe my project success to my parents who always motivated me throughout my

project & to my college Librarians, my seniors, friends for helping me in my project &

thankful to all the person, who directly or indirectly helped me in accomplishing my Project

Report.

ANURAG KHUGSHAL
 Contents

Executive Summary

Chapter I

1.1 Introduction

1.2 Review of Literature

1.3 Company Profile

Chapter II

2.1 Research methodology

2.2 Objectives of the study

Chapter III

3.1 Data analysis & interpretation

Chapter IV

4.1 Findings

4.2 Suggestions

4.3 conclusion

Chapter V

5.1 Recommendations

References

Annexure
 CHAPTER-I
INTRODUCTION
INTRODUCTION.

Organized retail is gaining tremendous importance in the recent times. On the other
hand, the retail industry is also facing severe competition and those who are able to retain
their customers are the ones that are able to succeed in the market place.

The retail firms are spending a lot of their marketing resources to keep existing
customers rather than to attract new ones. Customer satisfaction plays a key role in customer
retention and also is a major differentiating factor among retail stores. Delivering satisfaction
to the consumers has become one of the major drivers of profitability.

In this scenario, the firms have to work on what attracts consumers and what will
make them not to shift their choice towards competitors. Working out strategies in this
direction requires a thorough understanding of the preferences of the consumers on the
attributes that are considered of much significance.

This study focuses on analyzing the consumers preferences of the specific attributes
of retail store in Dehradun. The study starts with reviewing the earlier works in this area, the
objective of the study and the research methodology used is then delineated.

Retailing consists of those business activities involved in the sale of goods and
services to consumers for their personal, family, or household use. Retailing comprises of
four elements customer orientation, coordinated effort, value-driven, and goal orientation.
The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or
sheds a small piece from something. Retailing is the set of activities that markets products or
services to final consumers for their own personal or household use. It does this by
organizing their availability on a relatively large scale and supplying them to customers on a
relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization
who is instrumental in reaching the Goods or Merchandise or Services to the End User or
Ultimate Consumer.
Indian Retail Industry:

Indian retail industry is the largest industry in India, with an employment of around
8% and contributing to over 10% of the country's GDP. Retail industry in India is expected to
rise 25% yearly being driven by strong income growth, changing lifestyles, and favorable
Demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue expected
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India.

Shopping in India has witnessed a revolution with the change in the consumer buying
behaviour and the whole format of shopping also altering. Industry of retail in India which
has become modern can be seen from the fact that there are multi- stored malls, huge
shopping centers, and complexes which offer food, shopping, and entertainment all under the
same roof. Indian retail industry is expanding itself most aggressively; as a result a great
demand for real estate is being created. Indian retailers preferred means of expansion is to
expand to other regions and to increase the number of their outlets in a city.

In the Indian retailing industry, food is the most dominating sector and is growing at a
rate of 9% annually. The branded food industry is trying to enter the India retail Industry and
convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket
consists of non- branded items.

Indian retail industry is progressing well and for this to continue retailers as well as
the Indian government will have to make a combined effort. Indian retailing industry has seen
phenomenal growth in the last five years. Organized retailing has finally emerged from the
shadows of unorganized retailing and is contributing significantly to the growth of Indian
retail sector. The India Retail Sector Analysis report helps clients to analyze the
opportunities and factors critical to the success of retail industry in India.

Indian retail industry is going through a transition phase. Most of the retailing in our
country is still in the unorganized sector. The spread out of the retails in US and India shows
a wide gap between the two countries. Though retailing in India is undergoing an exponential
growth, the road ahead is full of challenges

KEY CHALLENGES:

LOCATION:

"Right Place, Right choice" Location is the most important ingredient for any
business that relies on customers, and is typically the prime consideration in a customers
store choice. Locations decisions are harder to change because retailers have to either make
sustainable investments to buy and develop real estate or commit to long term lease with
developers. When formulating decision about where to locate, the retailer must refer to the
strategic plan:

o Investigate alternative trading areas.

o Determine the type of desirable store location

o Evaluate alternative specific store sites

PRICING:

Pricing is a crucial strategic variable due to its direct relationship with a firm's goal
and its interaction with other retailing elements. The importance of pricing decisions is
growing because today's customers are looking for good value when they buy merchandise
and services. Price is the easiest and quickest variable to change

TARGET AUDIENCE:

"Consumer the prime mover" "Consumer Pull", however, seems to be the most
important driving factor behind the sustenance of the industry. The purchasing power of the
customers has increased to a great extent, with the influencing the retail industry to a great
extent, a variety of other factors also seem to fuel the retailing boo

SCALE OF OPERATIONS:
 Scale of operations includes all the supply chain activities, which are carried out in
the business. It is one of the challenges that the Indian retailers are facing. The cost of
business operations is very high in India.
KEY PLAYERS IN THE INDIAN RETAIL SECTOR:
The untapped scope of retailing has attracted superstars like WAL-MART into India,
leaving behind the kiranas that served us for years. Such companies are basically IT based.
The other important participants in the Indian retail sector are BATA , BIG BAZAAR, STAR
BAZAAR , RELIANCE FRESH , EASY DAY to name a few.

RETAILING IN INDIA: A FORECAST

Future of organized retail in India looks bright. According to recent research, it is
projected to grow at a rate of about 52% in 2012. It will capture a share of 10% of the total
retailing by the end of 2013.
However to compete in this sector one needs to have up -to-date market information
for planning and decision making. The second most important requirement is to manage costs
widely in order to least normal profits in face of stiff competition.

RETAIL INDUSTRY AND ECONOMY

Retail business is the largest private industry.
Retail is ahead of finance and engineering and contributes over 8% of GDP in the
western countries.
Today in some developed countries, retail business has shares as large as 40% of the
market.

HISTORY OF RETAILING
Retail concept is old in India. Worlds first departmental store started in Rome.
Todays kiranas stores are based on Manuscript & Kautilyas arthshastra. Haats, Melas,
Mandis & door to door salesmen are traditional Indian retail.

Retailing and wholesaling consist of many organizations designed to bring goods

and services from the point of production to the point of use. Retailing includes all the
activities involved in selling goods or services directly to final consumers for their personal,
non business use. Retailers can be classified bin terms of store retailers, non-store retailing,
and retail organizations. Store retailers include many types, such as specialty stores,

Department stores, supermarkets, convenience stores, superstores, hypermarkets, discount

stores, warehouse stores, and catalog showrooms. These store forms have had different
longevities and are at different stages of the retail life cycle. Depending on the wheel-of-
retailing, some will go out of existence because they cannot compete on a quality,
service, or price basis.

Non-store retailing is growing more rapidly than store retailing. It includes direct selling
(Door-to-door, party selling), direct marketing, automatic vending, and buying services. Much of
retailing is in the hands of large retail organizations such as corporate chains, voluntary chain
and retailer cooperatives, consumer cooperatives, franchise organizations. More retail
chains are now sponsoring diversified retailing lines and forms instead of sticking to one
form such as the department store.

Retailers, like manufacturers, must prepare marketing plans that include

decisions on target markets, product assortment and services, store atmosphere, pricing,
promotion, And place. Retailers are showing strong signs of improving their
professional management and their productivity, in the face of such trends as
shortening retail life cycles, new retail forms, increasing intertype competition, new retail
technologies, and many others.

Wholesaling includes all the activities involved in selling goods or services to those
who are buying for the purpose of resale or for business use. Wholesalers help manufacturers
deliver their products efficiently to the many retailers and industrial users across the
nation. Wholesalers perform many functions, including selling and promoting, buying and
assortment-building, bulk-breaking, warehousing, transporting, financing, risk bearing,
supplying market information, and providing management services and counseling.
Wholesalers fall into four groups. Merchant wholesalers take possession of the goods and
include full-service wholesalers (wholesale merchants, industrial distributors) and
limited-service wholesalers (cash-and- carry wholesalers, truck wholesalers, drop
shippers, rack jobbers, producers' cooperatives, and mail-order wholesalers). Agents
and brokers do not take possession of the goods but are paid a commission for
facilitating buying and selling. Manufacturers' and retailers' branches and offices are
wholesaling operations conducted by non-wholesalers to bypass the wholesalers.
Miscellaneous wholesalers include agricultural assemblers, petroleum bulk plants and
terminals, and auction companies.
 Wholesalers, too, must make decisions on their target market, product assortment
and services, pricing, promotion, and place. Wholesalers who fail to carry adequate
assortments and inventory and provide satisfactory service are likely to be bypassed by
manufacturers. Progressive wholesalers, on the other hand are adapting marketing concepts
and streamlining their costs of doing business

COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 12 million square
feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000
people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the
look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls. Some of its other formats
include Brand Factory, Blue Sky, all, Top 10 and Star and Sitar. The company also operates
an online portal, futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town,
a large-format home solutions store, Collection , selling home furniture products and Ezone
focused on catering to the consumer electronics segment.

FUTURE GROUP:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of
Indias leading business houses with multiple businesses spanning across the consumption
space. While retail forms the core business activity of Future Group, group subsidiaries are
present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics. Led by its flagship
enterprise, 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 groups 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, Aadhar, among others. It also operates popular shopping
portal, futurebazaar.com.

Future Capital Holdings, the groups 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.

Other group companies include, Future Generali, the groups insurance venture in
partnership with Italys Generali Group, Future Brands, a brand development company,
Future Logistics, providing logistics and distribution solutions to group companies and
business partners and Future Media, a retail media initiative.

AFFILIATE COMPANIES
Home Solutions Retail (India) Limited
Future Media (India) Limited
Future Logistic Solutions Limited
Future Axiom Telecom Limited
Pantaloon Food Product (India) Limited
Future General India Insurance Company Ltd
Future Capital Holdings Ltd
 Future Bazaar India Ltd
Staples Future Office Products Private Ltd

VISSION, MISSION AND QUALITY POLICY

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

Group Mission

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

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

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.

Core Values

Indianness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.

AREA OF OPERATION
 The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other
formats, in over 70 cities across the country, covering an operational retail space of over 6
million square feet. As a focussed entity driving the growth of the group's value retail
business, Future Value Retail Limited will continue to deliver more value to its customers,
supply partners, stakeholders and communities across the country and shape the growth of
modern retail in India.

Cities where stores are located:

Agra,
Ahmad abad,
Indore,
Lucknow, ,
Manipur,
Bangalore,
Mumbai,
Bagur,
Dehradun,
Panipath,
Allahabad,
Bangalore,
Bhubaneshwar,
Chennai,
Combatir,
Gaviaba, Jugaron,
Hyderabad,
Pune,
Surat,
Thiruvananthpuram Vishakhapatnam.
Mysore,
OWNERSHIP PATTERN
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon
Retail (India) Limited. This entity has been created keeping in mind the growth and the
current size of the companys value retail business, led by its format divisions, Big Bazaar
and Food Bazaar.

ABOUT THE BIG BAZAAR:

Total Number of Outlets 250
Number of Cities covered 40
Retail space under use 3 million square feet
Footfalls - 12 crore per year
Conversion rate 50%
Average bill per customer Rs700
Investment planned Rs500crore
Retail space available 10million sq ft by 2012
Employee strength 200000 by 2013

PRODUCT PROFILE
Level 1
Food Bazaar
Fruits & Vegetables
Bakery Items
Stainless Steel Utensils
Plastics
Crockery
Mobiles
Cosmetics
Herbal
Confectionery
Non-Food Dept
Level 2
A. Department
General Books
Children Stationary
Office Stationary
Games VCD's & DVD's

B. NBD(New Business Development)

Gift items
Car & Motor Cycle Covers
Helmets
Scents & Perfumes
Home Decor
Auto accessories

C. Toys and sports Dept

Soft Toys
Hard Toys
D. Home Line
Bed Sheets, Pillows, Bed Spreads
Towels, Yellow dust
Carpets, Cushion Covers
Chair Bags

E. Footwear Bazaar

F. Ladies Accessories

G. Clothes Dept
Ladies saris
Girls Dress Materials
Kids Wear

Level 3

Furniture Dept
Mens Formals & Casuals Wears
Mens Accessories
Luggage
Electronic Products
Home Appliances

Big Bazaar:
At Big Bazaar Super centre, DEHRADUN (branch) customers can definitely get
the best product at better price. It sells variety of merchandise at affordable rates; the prices
which it claims are lowest... Usually, the items are clubbed together for offers to customers
and it also offers weekend as well as monthly discounts.

At Big Bazaar Super centre one can a find variety of Departments as shown below.

FOOD BAZAAR
GENERAL MERCHANDISE

APPARELS OR FASHION @ BIG BAZAAR

NEW BUSINESS DEVELOPMENT

HOME BAZAAR
 ELECTRONICS

These departments are managed by two departments. They are

OPERATOIONAL DEPARTMENT
SUPPORTING DEPARTMENTS

Big Bazaar, a part of the future Group, is a hypermarket offering a huge range of
Goods of good quality for all at affordable prices. Big Bazaar with over 140 outlets in a
different part of India is present in both the metro cities as well as in the small towns. Big
Bazaar has no doubt made a big name in the retail industry of India, moreover Shopping here
is further made a memorable experience with the varied rates of discounts on products as well
as discount vouchers available in a variety of amounts, like INR 2000, INR 3000, INR 4000,
INR 5000 and INR 10000 on all Big Bazaar products and Accessories.

The variety of product range in Big Bazaar Super centre:

This large format store comprise of almost everything required by people from
Different income groups. It varies from clothing and accessories for all genders like men,
Women and children, playthings, stationary and toys, footwear, plastics, home utility
Products, cosmetics, crockery, home textiles, luggage gift items, other novelties, and also
Food products and grocery. The added advantage for the customers shopping in Big Bazaar is
that there are all time discounts and promotional offers going on in the Big Bazaar on its
salvable products.

Future group (India) Limited, is Indias leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 7 millions square feet of
retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain, blends the
look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience
and quality and Central, a chain of seamless destination malls. Some of its other formats
include, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, bazaar and Star
and Sitar. The company also operates an online portal Futurebazaar.com.Big Bazaar is not
just another hypermarket. It caters to every need of your family. Where Big Bazaar scores
over other stores is its value for money proposition for the Indian customers. At Big Bazaar,
you will definitely get the best products at the best prices - thats what they guarantee. With
the ever increasing array of private labels, it has opened the doors into the world of fashion
and general merchandise including

Home furnishings, utensils, crockery, cutlery, sports goods and much more at prices
that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to
complete your shopping experience.

Big Bazaar is a chain of hyper markets India, currently with more than 100 stores. It
is owned by the Future retail India ltd, Future Group. It follows the business model as Wal-
Mart and has considerable success in many Indian cities and small towns. The idea was
pioneered by entrepreneur Inshore Binyamin, the CEO of Future Group.

Currently Big Bazaar stores are located only in India. Moreover the customer friendly
ambiance and the organized retailing of products also make Big Bazaar one of the successful
retail companies in India

ORGANIZATION STRUCTURE

Following is organizational hierarchy in Big Bazaar

Store manager

Asst. store manager

Dept.mgr Mkt. mgr HR Mgr Administration Info

Visual Sales Mgr

merchandising
Asst. Maintenance
Dept mgr
CSD Security
Asst. Dm
Team House Cashiers
leader keeping

1. Store manager
This is the highest position in the store. He is the father and head of the family. He is
the decision maker for the store. The store manager is the responsible for both the top line
responsibility is sales and the bottom line responsibility is profit.

Role of Store Manager involves

Ensuring smooth operations of the store.
Making plans to ensure highest profit for the store.
Proper execution of plans.
Deciding on offer/deals for clearance of products.
Conducting meeting for proper communication flow.

2. Assistant store manager

There are three ASMs in the store. Each ASM looks after 1 to 2 department of the
store. The main function of the ASM is to assist the SM in his targets and help achieve him
the same.

3. Department manager
This designation is present for both functional departments as well as the store
department. A definite sales target is set for each department and it is responsibility of each
DM to achieve the same. The DMs of the functional department are responsibility of the
smooth operation of their respective departments. There are 5 DMs in the store.

4. Assistant department manager

 As the name suggests, the main role of the ADMs is to assist the DMs in
their work. There are 8 ADMs in the store.

5. Team Leader
Sometimes department is divided into sections and there are different teams appointed
to look after these sections. Team leaders are the heads of such teams. There are total 105
TMs and TLs in the store.

6. Team Members
These comprise of almost 80% of total staff. They are the actual customer facing
members and their key role is to provide best service to the customer. Pleasing personality,
good communication skills and overall product knowledge are the main requirement for this
post.

COMPETITORS INFORMATION
Shoppers Stop
Westside
Lifestyle
Crossword
Easy Day
Tate Star Bazaar
Reliance Fresh

AWARDS AND RECOGNITION 2012

Images Fashion Forum 2012

Most Admired Fashion Group Of The Year - Future Group

Most Admired Private Label - Pantaloons, the lifestyle format
Critics Choice For Pioneering Effort In Retail Concept Creation - Central
Coca-Cola Golden Spoon Awards 2012

Most Admired Food & Grocery Retailer Of The Year

Most Admired Food Court
 Most Admired Food Professional

Indian Retail Forum Awards 2013

Most Admired Retail Company of the year - Future Group

Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Images Retail Awards

Most Admired Retail Face of the Year: Inshore Binyamin

Most admired retailer of the year: Large format, multi product store: Big Bazaar

Most admired retailer of the year: Food and Grocery: Food Bazaar

Most admired retailer of the year: Home & office improvement: Hometown

Readers Digest Trusted Brands Platinum Awards

Trusted Brands Platinum Award (Supermarket Category) Big Bazaar

The Readers Digest awards are based on surveys done among consumers by independent
research agency, Nielsen Media Research. This is the second consecutive time Big Bazaar has
won this award
Ernst & Young Entrepreneur of the Year Award

Ernst & Young Entrepreneur of the Year (Services) Inshore Binyamin Considered
to be one of the most prestigious business awards in India, a jury comprising leading names
in Indian business selected the winners based on courage, creativity, passion, endurance and
vision.

Images Retail Awards

Best Value Retail Store Big Bazaar

Best Retail Destination Big Bazaar
Best Food & Grocery Store Food Bazaar
Retail Face of the Year Inshore Binyamin
The IRA awards are decided through a nationwide consumer & industry poll and
nominations followed by performance assessment by team of analysts and jury.

Readers Digest Awards

Platinum Trusted Brand Award - Big Bazaar

The Readers Digest awards are based on surveys done among consumers by
independent research agency, Nielsen Media Research.

Readers Digest and Awash Consumer Award

Big Bazaar - Most preferred, large, Food and Grocery store.

Readers Digest Platinum Trusted Brand Award

Big Bazaar - Earning a trusted Place in the everyday lives of consumers.

FUNCTIONAL DEPARTMENT
The store operations are divided into various operations which are carried out by the
respective functional departments.

1. HUMAN RESOURCE DEPARTMENT

Human resource development deals with the following:
 A. Manpower recruitment:
Recruitment for the position of team members, TLs & some times even ADMs is done
at the store by the HR head, SM & ASMs. However for the recruitment for the higher posts
like DMs, ASMs & SM, the selection is done at the zonal office.
All candidates have to undergo a selection process. This process comprises of the
return test followed by group discussion, role play & the final interview.

B. Manpower Training & Development:

The main idea behind this program is to develop knowledge skill & attitude required
by an individual to perform adequately a given task. This training program has been
successfully improving the performance of the employee & which in turn has enhanced the
organizational performance. Various training programs along wit the written test at each of
the training levels have been designed. They are cashier training, group philosophy, training
on retail business, values, sales training, policies, product knowledge etc

C. Maintaining Employee Records:

The personal information of the each employee is maintained in the SAP. Information
related to leaves, provident fund, gratuity, bonus, salary, personal loans, etc is maintained by
HR dept.

D. Deciding salary and wages:

The salary is finalized considering following factors
1. Current salary level
2. Qualification and experience
3. Level at which the job is offered
4. Existing salary levels in the organization.
5. Market trends
Various levels are available to the employees like casual leaves, sick leaves, earned
leaves, maternity leaves, all purpose leaves, paid holiday, compensatory off and weak off.

E. Employee Welfare:
Every organization conducts welfare activities for its employees. The welfare
activities in big bazaar are unique by them selves.
Following are the welfare activities in the big bazaar
1. Award to staff that help in the pointing pilferage
 2. Cultural activities to provide scope for their hidden talents
3. Birthday celebrations
4. Long-term service awards

2. LOGISTIC DEPARTMENT
The inventory levels of the store have to be maintained to avoid any stock outs. LD is
mainly concerned with the stock management in the store. They maintain supply flow of
required stock. The focus of LD in on removing inefficient in fulfilling customer demand in
the real time.
The role of the LD:
A. Safe & reliable transport in as much low price as possible
B. maintains contact with distribution teams (Trucks, Trains ...) and track where the
material is.
C. partnership with transportation firm so that cost and transport can be shared does
not occupy the whole truck space
D. Merchandise received from the central warehouse or vendors are taken to the
stores after undergoing the inward process. The excess merchandise displayed on the floor
gets sold out. It refers to effective and cautious way of moving the merchandise from store
warehouse to respective section inside the store where they have to be displayed and sold to
the customers.

3. VISUAL MERCHANDISING
Visual merchandising Department helps in educating the customer about the
product/Service in an effective and creative way while enabling a successful selling process.
Effective visual merchandising helps in the drawing attention of the customers and helps
them to match their needs.
Duties and responsibilities:
1. Communicate with the manager of the dept stores to workout floor layout and
display points as well as how and what items are to be displayed.
2. Design window or internal displays based on a theme style or trend of advertising.
3. Dress mannequins & use appropriate lightning to display merchandise for the best
presentation possible.
4. Arrange signage and taking down the display after promotion.
 This department not only deals with the promotional displays inside the adore but also
outside the store. Putting hoardings, which are very large boards of advertisements usually
found b y roadside or putting window displays, which are setting the scenes of what the
customer will find inside the store is also under the scope of usual merchandising dept.

4. COMMERCE DEPARTMENT
The role of the commerce dept refers to cashiering. Their functions include cash
management & cash trouble shooting.
Cashier Process: It includes accepting the merchandise from the customer, scanning it,
creating the bill, accepting the payment & finally packing the merchandise for the customer.
The cashier should count total number of merchandise & compare it with the bill. Then that
number has to be noted on the bill copy.

The cashier accepts the payment for the bill in the form of cash, cards & gift
vouchers. Through point of sales software, total sales at point can be determined. At the
closing time the cashier hand over the cash, credit notes, gift vouchers to the head cashier.

He verifies the amount with the sale amount & in case of any difference he balances
the amount to respective cashier salary. Hence it is a job of great responsibility for the
cashiers. The next morning the cash is deposited in the bank.

5. ADMINISTRATION DEPARTMENT
This is divided into following sections
Security Services: The security personal is under contract basis. They are security
staff working for pantaloons retail India ltd (PRIL). The complete store security &
movement tracking are under their control.
House-Keeping: Their man duty is to look after the cleanliness, & overall
Hygiene of the store. The admin manager creates checklists for the cleaning
schedules & the team members work in accordance to those checklists.
Packers: Proper packing of the sold goods is required before handling it over to
the customer. Helpers to the cashiers are appointed to do this job. Packing the food
items to be handled with care & other items all separately is their job.
 Loaders: Few people are appointed to load & unload merchandise from trucks &
cautiously transfer them to desired location in the store.
Standard Operation Procedure: In this section various registers are maintained
Key movement register: the various store key are mentioned by different staff
members. These people have to make entries in their register regarding the
keys they carry.
Staff Value Declaring Register: Every staff members while entering the store
has to declare the amount of cash with them. This is done to minimize thefts
within the store.
Customer Foot-fall Report: This register is updated every hour. The total
number of customers that entered the store in that hour are counted & noted
down in this register.
Staffs Purchase Register: Entries are made in the register regarding the
purchases made by the staff members in the store.
Staff grooming register: Entries regarding the appearance, personal hygiene,
presenting self & dress code of the team members are made.

6. MAINTAINENCE & FACILITIES DEPARTMENT

The functions of this dept are:
To check functioning of various items like escalators, ACS, frozen section, lightning
equipments etc.
In case of their malfunctioning, repairs have to be carried out as soon as possible to
ensure proper store operation.

7. IT DEPARTMENT
The software used on PRIL showroom in retail enterprise manager (REM). In this all
the information concerning the product like name, category, bar code number, MRP, discount
rate, net price etc are store.
SWOT ANALYSIS:

STRENGTHS
High brand-Equity in evolving retail markets.
State of art infrastructure of the Big Bazaar outlets.
Point of purchase promotions to increase the purchase.
Variety of stuff under single roof increasing customer time and available
choices.
Low price
Customer service desk.
Advertisement.

WEAKNESSES
Unable to meet store opening targets.
Falling of revenue per square feet.
Less store space.
Unavailability of branded items.
OPPORTUNITY
Organized retail is just 8% of total pie of Indian market.
Evolving consumer preference in recent years.
Huge complexes offer shopping.
THREATS
Competitors, Global big players planning to foray into the markets.
Government policies are not well-defined in emerging markets like India.
Unorganized retail market of India.
 CHAPTER-II
REVIEW OF LITERATURE
Grnroos (1984) stated that image was defined as a filter that affects the perception of a
company operation. The overall image of the company is affected by its perceived value,
service quality and customer satisfaction.
Parasuraman (1988) stated that the responsiveness is the employees express willingness to
help customers and provide quick service. This dimension is concerned with dealing with the
customers requests, questions and complaints promptly and attentively. When it
communicates to its customers, a firm needs to know how to be responsive and how long it
would take to get answers and solve problems.
Keller (1993) stated that image is based upon the customers beliefs about a brand and its
associations held in memory and that the image comes from the perceptions of the
consumers. In the marketing services, image was identified as a significant factor in a
companys overall evaluation. Image has been described as an individual knowledge such as
an attitude or a combination of product characteristics thats identified by product and it is
different from the product physical characteristics. According to Grnroos (1984), image was
defined as a filter that affects the perception of a company operation. The overall image of the
company is affected its by perceived value, service quality and customer satisfaction.
Yoo, Dhontu& Lee (2000) studied that besides socialization agents, the beliefs and attitudes
toward brand were also found significantly influencing college students purchase of athletic
shoes. They conducted a study to explore the relationships between selected marketing
elements and the creation of brand equity, which indicates consumers beliefs and attitudes
toward a brand, using athletic shoes as one of the product stimuli. A total of 569 college
students with the average age of 23.7 from a major state university in U.S. participated in this
study. The researcher found that Respondents brand loyalty and brand awareness were also
found exerted a positive influence on their purchase of specific brand of sports shoes. In
addition, respondents selection of a specific brand of sports shoes was also positively related
to several belief elements that contributed to their attitudes toward the brand, including
perceived product quality, attitude toward the product price, perceived advertising spending.
Philipp Hillenbrand, SaraelAlcauter, Javier Cervantes, Fernando Barrios (2002):The
purpose of this research was to offer new physiological insights about how brand names are
processed in the consumer's brain in order to identify potential determinants of better brand
names. The authors' research shows that it has a positive effect on consumer choice to include
in the brand name hints at the key benefits of the underlying product. Researchers agree that
the choice of brand name for a product can alter the consumers' judgment about the product
and their purchase decision making process. With competition getting fiercer and product
quality becoming more homogenous, a better brand name can be decisive in product choice
if the consumers compare several products.
Chiu, Chiu, Lee (2004) studied that college students personal values had influences on their
decision-making process of athletic shoe purchasing. The research used a self-reported e-mail
questionnaire. A total of 1,000 college students in Taipei metropolitan were randomly
selected from e-mail directories and a total of 217 returned. Of the 217 responses received,
204 were identified as useable. 93 respondents (45.6%) were female and 111 respondents
(54.4%) were male. More than eighty percent of the respondents were 21-25 year-old. The
study found that in decision making of athletic shoes purchasing, respondents considered
price and style as the most important factors, followed by function, quality, brand loyalty,
promotion, advertisement, peer pressure, and distribution channel.
Benno M. Nigg, Darren Stefanyshyn, Gerald Cole, Kath Boyer (2005) studied on
Footwear research - Past, Present and Future and studied on past (1970-1995), present
(1995-2005) and future (2005-2015). The different positive and negative outcomes have been
found on different phases and there has been different things concluded on different phases.
Certain shoe constructions do affect performance positively or negatively. Research should
concentrate to identify the reasons for these effects. The understanding of these functional
correlations may provide insight into the basics of shoe construction. And they concluded that
the footwear research has made substantial progress in the last 30 years. The new
methodologies and the bright young researchers joining the field will provide additional
substantial and exciting development and progress in the next ten years.
Zeithaml A. (2006) mentioned that this dimension is critical as customers want to deal with a
company that keep its promises with as all its customers and generally simply show that
company has good communication with them. Nguyen & Leblanc (2001) mentioned that,
considering reputation about reliability, customers past experiences are related to the
reliability of service quality.
Hsu and Chang (2008) had studied on College student selection of sports shoes. In this
survey, a total of 600 students from six universities in northern, central, and southern Taiwan
were surveyed for their family communication patterns and the purchasing decision patterns
of sports shoes. There are 576 valid responses (298 male and 278 female), with the age
ranges of 18 to 26 years old and the average age of 20.47. In this study, Hsu and Chang found
that the respondents bought new sports shoes every 8.68 months. They asserted that family
communication pattern could influence college students sports shoes purchasing. By
analysing the data from the survey, they recognized that the respondents from the families
with socio-oriented communication pattern, within which parents encourage young
generations to develop own consumption preferences, purchased sports shoes less frequently,
and pay less attention to marketing related information like advertising or prices; while the
respondents from the families with conceptual oriented communication pattern, within which
parents request young generations to comply with parental standards of consumption, paid
special attention to the marketing related information, and brands can be considered more
important in making purchasing decisions. Respondents in this cluster also bought sports
shoes more frequently with higher budget.
Lee (2008) stated that in his part defines quality as an objectively measurable ranking-based
attribute inherent in the product. In natural terms, quality iswhether the product is thought to
be good by the others. Because high quality results in the high product evaluation,
accordingly, it is followed by the high purchase intentions.
William Belay (2009) noted that price is an important factor in determining a firms ability to
compete in world markets. For many companies, pricing policies and procedures are secret
information and not easily available to outsiders. Export prices should be high enough to
make a reasonable profit and yet low enough to be competitive in the market. Companies can
charge high prices and manage to remain competitive if the price charged is lower than, or in
alignment with, the perceived value of the product or service.
ThongchaiLaiwechpittaya&NuntanaUdomkit (2009) had studied on A matter of shoes:
The analysis of shoes and its retail shops with respect to bangkoks consumer perspectives:
In this study, they realized different types of shoes usually wear by the people and the
consumers perspective among the shoes. Many companies are aiming for high satisfaction
because customers who are just satisfied still find it easy to switch, when a better offer comes
along. Those who are highly satisfied are much less ready to switch. High satisfaction or
delight creates an emotional affinity with the brain, not just a rational preference. The result is
high customer loyalty. In this highly competitive world customer plays a very important role.
Thus, if a company want to survive then it should look forward to the determinants of
customer perspectives.
Kotler & Armstrong (2010) stated that consumers make many buying decisions every day,
and the buying decision is the central point of the marketers effort. Most large companies
research consumer-buying decisions in detail to answer questions about what consumers buy:
where they buy, how and how much they buy, when they buy and why they buy. Marketers
can study actual consumer purchases to find out what they buy, where and how much. But
learning about the whys of consumer buying behaviour is not so easy- the answer are often
locked deep within the consumers mind.
SehWoong Chung, Katrin Szymanski (2012) had studied on Effect of Brand name
exposure on brand choices: an implicit memory perspective. Drawing on the implicit
memory framework, this study examines how exposures to brand names affect subsequent
brand choices under different involvement conditions. Experimental results show that
exposure modality (i.e. visual vs. auditory) affects brand choices more under low
involvement than under high involvement. Subjects are more likely to choose the brand when
the prior exposure to the brand is visual than when it is auditory. However, the study finds
that processing mode (conceptual vs. perceptual) has no effect on brand choice. Theoretical
and practical implications are discussed along with suggestions for future research.
RNCOS Business Consultancy Services (2013) had studied on Indian footwear Industry
and Customer preferences and concluded that India is the second largest global producer of
footwear after China, accounting for 13% of global footwear production. India produced
2065 million pairs of footwear in 2012-13 of which the production of leather footwear was
about 1009 Million pairs (including production of leather shoe uppers), and production of
non-leather footwear was about 1056 Million pairs. Nearly 95% of Indias production goes to
meet its own domestic demand. With a direct employment of 2, 50,000 (with 50% of them
being Women) and an export earnings of $14 billion, leather industry is a significant driver of
economic growth. The Indian leather industry enjoys abundant availability of raw materials,
availability of low cost skilled labours, and availability of supporting institutions.

Colin Chapman (2013) had studied on Why men spend more on shoes than women do. In
this study, he proved that men now spend more than women on their footwear, hope that
means more shiny investment buys and fewer square toes. He announced that the male
shopper now spends more on shoes than his female counterpart. This trend isn't limited to
shoes either, it would seem. Men are becoming more focused their appearance, from a
concern with looking buff to grooming and fashion purchases. Men's fashion items are often
investments a good suit, a great overcoat and a decent pair of shoes have never been cheap
to buy but were built to last season upon season. Perhaps men spending more on their
footwear is a sign that quality is being appreciated, part of a revived interest in buying into
traditional skills, which extends from shoe manufacture to tailoring and barbering.
 CHAPTER-III
RESEARCH METHODOLOGY
RESEARCH DESIGN
A research design is the arrangement of condition for collection and analysis of the
data in a manner that aims to combine relevance to the research purpose with the economy in
procedure.
In fact the research design is the conceptual structure with in which research is conducted, it
constitutes the blueprint for the collection, measurement and analysis of data.

OBJECTIVES
To study the customer preferences in choosing Big Bazaar.
To study the factors that is affecting the choice of customers in choosing a retail store.
To study the factors that retain the customers who visit Big Bazaar

STATEMENT OF THE PROBLEM:

The study is being conducted for the Big Bazaar store based in Dehradun city, to find
out the customer preferences in choosing Big Bazaar. It is required to find out the preferences
based on certain aspects (price, Income, levels selection of products satisfaction level of
customers).

NEED OF THE PROJECT

Now days retail stores facing more competition in retailing business. Good store
design increase the visiting of more customers in to the store and increase the store goodwill,
and price also plays major factor to use the customer giving preference and selection of the
store. And as industry research has shown, there is much need to know the customer
expectations, customer preferences and their store choices(features) and we will find out
solutions for designing effective store which will getting more customers and getting more
profits.

SCOPE OF THE STUDY

The research is applicable in the area of customer decision making process for
purchasing of products at Big Bazaar. The scope of research also helps in understanding the
preferences of the customers. It would help Big Bazaar in designing their marketing
promoting sales.
TYPE OF STUDY: Descriptive method
This research is completely based on the description of the factors that lead to the
customer decision making process. It is basically valued on the various parameters which
include personal details of customers, their income level, satisfaction level
Here the need is to find which factor describes the consumer decision making process most
effectively.

SOURCES OF DATA COLLECTION:

The sources of data include both Primary and Secondary data.
Primary data is collected with specific objective, especially to address the research
problem. The data is gathered by distributing a questionnaire to the customers who visit big
bazaar and through personal interview.
Secondary data includes books, journals, magazines, news letters of the big bazaar,
and internet.

SAMPLING SIZE:
The sample size taken for the study at big bazaar is 80.

SAMPLING PROCEDURE:
To obtain the representative sample, a technique called convenience sampling
technique is used.

TOOLS:
The tools used for analyzing data are rating method; graphs, pie charts etc.
Questionnaire is distributed to the individual respondents and special care has been taken to
make him/her feel comfortable so that, he/she could answer all the questions. This method is
followed to get unbiased answers.

TECHNIQUES OF ANALYSIS:
The data collected from the customer are transcript to the worksheet in the form of
tally bars and analyzed by statistical tools by drawing tables and graphs, inferences were
drawn on a marketing concept and conversation. Based on the marketing concepts findings of
the research were driven and recommendations are made.

LIMITATIONS OF THE STUDY:

It is not possible for any market study to make it accurate due to many hurdles in the
collection and computation of data. Some limitations of the study are listed below
The sampling frame to conduct the study has been restricted to Big Bazar Dehradun.
Respondents show reluctance towards giving correct information.
Findings of the study are based on the assumption that respondents have disclosed in
the questionnaire.
Time was a major constraint.
The sample was limited to only customers who have made a purchase at big bazaar.
 CHAPTER-IV
DATA ANALYSIS &
INTERPREATION
 The tools used for analyzing data are rating method; graphs, pie charts etc.
Questionnaire is distributed to the individual respondents and special care has been taken to
make him/her feel comfortable so that, he/she could answer all the questions. This method is
followed to get unbiased answers.

TABLE-1

1. SEX

SEX RESPONDENTS PERCENTAGE

MALE 51 63.75%
FEMALE 29 36.25%
TOTAL 80 100%

GRAPH-I

INTERPRETATION:
Above table shows that 63.75% % of the customers are male, and 36.25 % of the
respondents are female.

TABLE-2

2. AGE
AGE RESPONDENTS PERCENTAGE
Under-25 28 35%
25-35 22 27.5%
35-45 24 30%
45&above 6 7.5%
TOTAL 80 100%

GRAPH-2

INTERPRETATION:
Above table shows that 35% of the respondents fall under the age group of below under
25. 30% of the respondents fall under the age group of 35-45 years, 27.5% % of the
respondents fall under the age group of 25-35 years of age, 7.5 %of the respondents are 45
and above years of age group.

TABLE-3
3. OCCUPATION

OCCUPATION RESPONDENTS PERCENTAGE

PROFESSIONAL 20 25%
SERVICE 4 5%
SELF-EMPLOYED 8 10%
STUDENT 28 35%
HOUSE-WIFE 20 25%
TOTAL 80 100%

GRAPH-3

INTERPRETATION:
Above table shows that 35 % of the respondents are students, 25% of the customers
are professional, 25 % of the respondents are house-wife, 10 % of the customers are self-
employed and, 5 % of the customers are service employees.

TABLE-4

4. MARTIAL STATUS
MARTIAL-STATUS RESPONDENTS PERCENTAGE
SINGLE 28 35%
MARRIED 52 65%
TOTAL 80 100%

GRAPH-4

INTERPRETATION:
Above table shows that 65 % of the respondents are married and 35% of the respondents
are single.

TABLE-5

5. INCOME LEVEL

INCOME RESPONDENTS PERCENTSGE

BELOW-10000 48 60%
10000-20000 12 15%
20000-40000 10 12.5%
40000&ABOVE 10 12.5%
TOTAL 80 100%

GRAPH-5

INTERPRETATION:
Above table shows that 60% of the respondents fall under the income group of below
10000 Rs. 15% of the customers fall under the income group of Rs.10000-20000, 12.5%
percent of respondents fall under income group of Rs.20000-40000 and 12.5% of the
respondents fall under income group of 40000 and above.

TABLE-6

6. How frequently do you visit Big-Bazaar?

FREQUENCY RESPONDENTS PERCENTAGE

ONCE IN WEEK 16 20%
ONCE IN 15 DAYS 15 18.75%
ONCE IN MONTH 47 58.75%
ONCE IN 2-3 MONTH 2 2.5%
TOTAL 80 100%

GRAPH-6

INTERPRETATION:
The above table shows that 58.75% of the customers visit ONCE IN A MONTH,
20% of the customers visit ONCE IN WEEK, 18.75% of the customers visit ONCE IN 15
DAYS, 2.5% of the customers visit ONCE IN 2-3 MONTHS.

TABLE-7

7. Which products do you purchase more often at Big-Bazaar?

PRODUCTS RESPONDENTS PERCENTAGE

CLOTHES 30 37.5%
FOOD-BAZAAR 26 32.5%
ELECTRONICS 12 15%
HOME-ITEMS 9 11.25%
ACCESSORIES 3 3.75%
TOTAL 80 100%

GRAPH-7

INTERPRETATION:
Above Table shows that 37.5 % of the customers are purchasing Clothes at fashion
bazaar, 32.5% of the customers purchased food bazaar items, 15% of the customers
purchased electronic teems. 11.25% of the customers purchased home products. 3.75% of the
customers are purchased accessories.

:
TABLE-8

8. Which source made you to buy products from Big-Bazaar?

SOURCE RESPONDENTS PERCENTAGE

F.M RADIO 2 2.5%
TELE-VISION 10 12.5%
NEWS PAPER 48 60%
FRIENDS/OTHERS 20 25%
TOTAL 80 100%

GRAPH-8
INTERPRETATION:
Above table shows that 60 %of the customers are buy products by source of news-
papers, 25% of the customers are buy products by source (influenced by) of Friends & others,
12.5%of the customers are buy products by source of Televisions. 2.5% of the customers are
buy products by source of F.M radio

TABLE-9

9. Why do you make purchase of products from Big-Bazaar?

REASON RESPONDENTS PERCENTAGE

BETTER-QUALITY 32 40%
LOW-PRICE 30 37.5%
VARIETY OF 12 15%
PRODICTS
VARIOUS BRANDS 6 7.5%
TOTAL 80 100%

GRAPH-9
INTERPRETATION:
Above table shows that 40% of the customers approached Big Bazaar
due to BETTER-QUALITY, 37.5% of the customers approached due to LOW-PRICE of
products 15% of the customers approached due to VARIETY OF PRODUCTS, 7.5% of the
customers approached due to availability VARIOUS BRANDS

TABLE-10
Is big bazaar providing more type of company products in one product category?
RESPONSE RESPONDENTS PERCENTAGE
YES 55 68.75%
NO 11 13.75%
NOT-MANY 14 17.5%
NONE 0 0%
TOTAL 80 100%
GRAPH-10

INTERPRETATION:
Above table shows that we conclude that the 68.75 customers are
getting more products in one category. 17.5% of the customers are not getting too-many
products in one category... 13.75% of the customers are not getting more products in one
product category. NONE of the customers cant respond for none categories of products
available in one product category.

TABLE-11

11. How is the store space in Big-Bazaar for moving around for products?

RESPONSE RESPONDENTS PERCENTAGE

SMALL-SPACE 6 7.5%
FREE-SPACE 58 72.5%
NOT-FREE SPACE 13 16.25%
CONGESTED 3 3.75%
TOTAL 80 100%
GRAPH-11

INTERPRETATION:
Above table shows that 72.5% of the customers can freely moving around in store for
products, 16.25% of customers can not freely moving around in store for products,, 7.5% of
the customers can get small space in store for moving around for products, 3.75%
respondents can get congested space in store for moving around for products.

TABLE-12

12. How is the re-presentatives interaction are at Big-Bazaar?

Im
INTERACTION RESPONDENTS PERCENTAGE
EFFECTIVE 38 47.5%
NOT-EFFECTIVE 30 37.5%
GOOD 10 12.5%
NO-INTERACTION 2 2.5%
TOTAL 80 100%

GRAPH-12
INTERPRETATION:
From above table shows 47.5% of the customers getting effective
interaction from store re-preventatives for products. 37.5% of the customers cant not get
effective interaction from store re-preventatives for products. 12.5% of the customers can get
Good integration from store re-preventatives for products. 2.5% of the customers cannot get
interaction from store re-preventatives for products.
 TABLE-13

13. Is Big-Bazaar reminding & intimating their store discounts & prices to all
customers in store?

RESPONSE RESPONDENTS PERCENTAGE

YES/CLEAR 43 53.75%
INTIMATING
NO CLARITY 26 32.5%
INTIMATING
NO INTIMATION AT 11 13.75%
ALL
TOTAL 80 100%

GRAPH-13

INTERPRETATION:
Above table shows that we conclude that the 53.75% of the customers are getting
clear announcement from store about store discounts, prices... 32.5% of the customers are
not getting clear announcement from store about store discounts, prices 13.75% customers
are not getting any announcement from store about store discount, prices...
 TABLE-14

`14. How the customer service department in store is is effective in providing

service?

RESPONSE RESPONDENTS PERCENTAGE

FAST-SERVICE 38 47.5%
SLOW-SERVICE 28 35%
NOT-SUFFICIENT 9 11.25%
SERVICE
NOT-GOOD SERVICE 5 6.25%
TOTAL 100%

GRAPH-14

INTERPRETATION:
Above table shows that we conclude that the 47.5% of the customers are getting fast
customer-service from customer service department 35% of the customers are getting slow-
service from customer service department 11.25% of the customers are getting not-sufficient
service from customer service department. 6.25% of the customers are getting not-good
service from customer service department.
 TABLE-15

15. Will Big-Bazaar offer any special discount prices?

RESPONSE RESPONDENTS PERCENTAGE

YES 69 86.25%
NO 11 13.75%
TOTAL 80 100%

GRAPH-15

INTERPRETATION:
Above table shows that we conclude that the 86.25% of the customers respond store
offering special discount prices.13.75% of the customers respond store did not offer special
discount prices..

TABLE: 15.A
 If yes, what are the offers that are provided by big bazaar?

OFFERS & RESPONDENTS PERCENTAGE

DISCOUNTS
Buy one get one 30 37.5%
free
50%, 40%, 60%, 20 25%
Etc
Buy one get two 10 12.5%
Get two for 900 8 10%
Buy one get second 6 7.5%
one 60% on price
Other offers & 6 7.5%
discounts
TOTAL 80 100%

GRAPH-15.A

INTERPRETATION:
Above table shows that 37.5% of customers were aware buy one get one offer, 25% of
customers were aware 50%, 40%, 60%, offer, 12.5% of customers were aware buy one get
two offers. 10% of customers were aware get two 900(example) offer 7.5% were customers
were aware buy one get second one 60% on price & other offers.

Table-16
 16. Are you waiting for a long time at the billing section at big bazaar?

RESPONSE RESPONDENTS PERCENTAGE

YES 69 86.25%

NO 11 13.75%

TOTAL 80 100%

GRAPH: 16

INTERPRETATION:
Above table shows that 86.25% of the customers are waiting for long time in billing
section.13.75% of the customers are not waiting for long time for long time at billing section
at big bazaa
 TABLE-17

17. DO you prefer food courts & gaming section at big bazaar?

RESPONSE RESPONDENTS PERCENTAGE

YES 49 61.25%
NO 31 38.75%
TOTAL 80 100%

GRAPH: 17

INTERPRETATION:
Above table shows that 61.25% of the customers want food & gaming
section at store.38.7% of the customers dont want Food Gaming section at Big Bazaar
 TABLE-18

18. Why do you visit the retail stores?

CAUSE OF VISITING RESPONDENTS PERCENTAGE

BUYING INTREST 73 91.25%
PRODUCT INTREST 7 8.75%
INFORMATION 0 0%
SEEKING
GENERAL INTREST 0 0%
TOTAL 80 100%

GRAPH-18

INTERPRETATION:
Above table shows that the 91.25% of the customers are went to retail stores for
buying interest. .8.75% of the customers is gone to retail stores for product interest. None of
the customers are not gone to retail-stores for information-seeking & general interest.

TABLE-19
 19. Have you purchased any product at Big-Bazaar just by visiting first time?

RESPONSE RESPONDENTS PERCENTAGE

YES 18 22.5%
NO 52 65%
NOT-FIRST TIME 9 11.25%
MORE THAN TWO- 1 1.25%
TIMES
TOTAL 80 100%

GRAPH-19

INTERPRETATION:
Above table shows that 65% of the customers are not buy the products for first-time
visiting the store. 22.5% of the customers are buying the products just by visiting first-time
the store... 11.25% customers are not buying the products just by visiting first-time the store.
1.25% customers are buying the products by more than visiting Two-times.

TABLE-20
 20.. What are your intentions to re-inter the store?
INTENTIONS RESPONSE PERCENTAGE
Product quality & 30 37.5%
availability
Customer service 9 11.25%
Seasonal offers & 18 22.5%
discounts
Ambience 3 3.75%
Low-prices 20 25%
TOTAL 80 100%

GRAPH: 20

INTERPRETATION:
Above table shows that 37.5% of the customers intention is to re-enter into the store
is product quality & availability. 25% customers intention is to re-enter into store is low
prices. 22.5% customers intention is to re-enter in to store is seasonal offers & discounts.
11.25% of the customers intention is to re-enter into store is customer service. 3.75% of the
customers intention is to re-enter in to the store is Ambience.

TABLE-21

21. How is Big-Bazaar maintaining product QUALITY, QUANTITY compare to

other retail stores?
RESPONSE RESPONDENTS PERCENTAGE
GOOD 73 91.25%
NORMAL 7 8.75%
NOT-GOOD 0 0%
POOR 0 0%
TOTAL 80 100%

GRAPH-21

INTERPRETATION:
Above table shows that the 91.25% of the customers are respond big-bazaar maintain
good product quality, quantity compare to other retail-stores 8.75% of the customers are
respond big-bazaar maintain normal product quality, quantity compare to other retail stores..
None of the customers cant respond for big-bazaar maintaining poor, not-good product
quality, quantity compare to other retail-stores.

TABLE-22

22. How do you feel (SATISFIED) after SHOOPING AT Big-Bazaar?

RESPONSE RESPONDENTS PERCENTAGE

SATISFIED 17 21.25%
FEEL-VERY 63 78.75%
SATISFIED
NOT-SATISFIED 0 0%
TOTAL 80 100%

GRAPH-22

INTERPRETATION:
Above table shows that the 78.75%of the customers are respond they can feel very-
satisfied after shopping at big-bazaar. 21.25% of the customers are respond they can feel
satisfied after shopping at big-bazaar.. None of the customers cant respond they can feel not-
satisfied after shopping at big-bazaar
CHAPTER-V
 FINDINGS

91.25% of customers feel that the quality of products at big bazaar is better than at
other retail stores
78.75% of customers are satisfied for shopping at big bazaar
61% of customers who visit Big Bazaar fall in the income level Below-10000/- per
month.
40% of customers prefer big bazaar for shopping because of low-price and good
quality products.
51% of customers were aware of Big Bazaar through advertisements.
86.25% of customers expect to have food court and gaming section in the big bazaar,
which can lead to increase the shopping duration.
61.25% of customers are in the billing section, which makes them to wait for a long
time.
91% of customers are visiting Big Bazaar for purchase of products rest of them is for
information seeking.
53% of customers who are visiting Big Bazaar are for F.M.C.G products.
37.5% of customers visit Big Bazaar because of lower-prices and 22.5% customers
visit due to availability of large number of products.
72.5% of customers are happy about the availability of free space for display of
products.
 SUGGESTIONS

To attract more customers, big bazaar needs to offer more brands of products.

Advertising through television, internet, social media and FM radio needs to be

improved.

Sign boards which show restrooms and trail rooms should be visible to the customers,
and also trial rooms are to be increased.

Increase the customer billing section transactions in store. (for fast transactions)

Increase the food court and games section at big bazaar to increase the customer
shopping duration.

Big bazaar can improve their customer satisfaction level, by providing better service
like home delivery etc.
 CONCLUSION:

The study concludes that majority of the customers prefer shopping at big-bazaar, because of
product variety, quality, service facility, reasonable prices which make the customers feel
more comfortable in visiting the store again & again.

Customers shop more in the food bazaar and the mens wear department in Big Bazaar.
Customers feel that Big Bazaar has variety of products available in various departments

Considering the fact that there are a lot middle class families in India, Big bazaar has had a
huge impact on the middle class section of India, the prices, quality and sales strategy has
helped in getting the middle income groups getting attracted towards Big Bazaar.

Big bazaar has been known for its great sale and great offers& discounts. Big bazaar has had
long lines of people waiting to get into the store for the sale. Therefore, the sales that Big
Bazaar has had increased in a huge way due to offers & discounts, thus this has been one of
the main advantages of Big Bazaar.
 BIBILOGRAPHY

BOOKS:

1). PHILIP KOTLER, The principles of marketing, Tata Mc Grew-Hill Publishing.

2). Willian.D.perreault, Jr. Basic Marketing E.J.erom.e.mccarthy.

3). C.R.KOTHARI, Research Methodology New age international publication, 2nd revised
edition.

WEBSITES:
FutureBazaar (www.futurebazaar.com)
Future Brands (www.futurebrands.co.in)
Future Group (www.futuregroup.in)
Wiki pedia.com
 QUESTIONNAIRE

CUSTOMER PREFERENCES FOR BIG BAZAAR RETAIL STORE.

Personal details

Name:
1. Age:
[ ] under 25 [ ] 25-35 [ ] 35-45 [ ] 45 & above

2. Sex: [ ] Male [ ] Female.

3. Occupation:
[ ] Student [ ] Self-employed [ ] Professional [ ] Service [ ] Housewife.

4. Are you:
[ ] Single [ ] Married.

5. Monthly income:
[ ] Below 10000 [ ] Rs 10000-20000 [ ] Rs 20000-40000 [ ] Rs40000 & above

6 How frequently do you visit Big Bazaar?

[ ] Once in a week [ ] Once in 15 days
[ ] Once in a month [ ] Once in 2-3 months

7. Which products do you purchase more often in Big Bazaar?

[ ] Groceries [ ] Electronic Goods [ ] Apparels
[ ] Others (specify)

8. Which source made you to buy product from Big-Bazaar

[ ] News paper [ ] F.M radio
[ ] Friends/others

9. Why do you make purchase of products from Big Bazaar?

[ ] Low price [ ] Better Quality [ ] Variety of products
[ ] Various Brands [ ] others (specify)

10. Will big bazaar provide more type of company products in one product
category?
[ ] yes [ ] no [ ] not many [ ] none

11. How is the store space in B.BAZAAR for moving around for products?
[ ] its free space [ ] not free space [ ] small space
[ ] congested
 12. How are the re-preventatives interactions are at big bazaar?
[ ] effective [ ] not effective [ ] Good [ ] no Interaction

13. Will big bazaar reminding & intimating their store discounts & prices to all
customers in store
13. Will big bazaar reminding & intimating their store discounts & prices to all
customers in store
[ ] YES cleanly intimating [ ] NO clarity intimating
[ ] NO intimation at all

14. How is the customer service department in store, is it effective in providing

service?
[ ] fast service [ ] slow service [ ] not sufficient service
[ ] not good service

15. will big bazaar offer any special, discount on prices?

[ ] yes season wise service [ ] no special offers

16. (A) IF YES WHAT ARE THEY

(A) Buy one Get one (b) 50% off,40%,off 60% off (c) Buy one get two
(d)Get two for 900 (example) (e) Buy one get second one 60% off on price
(f) others discounts.

17. Are you waiting for a long time at the billing section at big bazaar?

A [ ] YES B [ ] NO

17. DO you prefer food courts & gaming section at big bazaar?

A [ ] YES B [ ] NO

18. Why customers visiting (went) to retail stores

[ ] general interest [ ] product interest [ ] buying interest

[ ] information seeking
 19. Have you purchased any product at BIG BAZAAR just by visiting first time?
[ ] yes [ ] no [ ] not first time [ ] more than two times
(visiting)
20. What are your intentions to re-enter the store?
[ ] Low prices [ ] product quality & availability [ ] customer service
[ ] seasonal offers & discounts [ ] Ambience

21. How is BIG BAZAAR maintaining product QUALITY, QUANTITY compare

to other retail stores?
[ ] Good [ ] normal [ ] Not good [ ] poor

22. How do you feel (satisfied) after shopping at Big Bazaar?

[ ] feel very satisfied [ ] satisfied [ ] not satisfied

23. Give your suggestion to improve the store more attractive and more preferable.
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