A COMPREHENSIVE PROJECT REPORT ON EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR

Submitted to K.K.PAREKH INSTITUTE OF MANAGEMENT STUDIES COLLEGEAMRELI IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In GUJARAT TECHNOLOGICAL UNIVERSITY

UNDER THE GUIDANCE OF Faculty Guide Mrs. Neha Rathi (Assistant Professor) Submitted by JOSHI HARDIK (Enr. No.-117220592034) HIRANI VIJAY (Enr. No.- 117220592005) Batch-: 2010-12 MBA SEMESTER III/IV

STUDENT DECLARATION
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We, JOSHI HARDIK D. and VIJAY HIRANI D. hereby declare that the report for Comprehensive Project entitled EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR is a result of our own work and our indebtedness to other work publications, references, if any, have been duly acknowledged.

Place: .. Date:

(Signature) Joshi Hardik

Hirani Vijay

INSTITUTE CERTIFICATE
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Certified that this Comprehensive Project Report Titled EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR is the bonafide work of Mr. HARDIK JOSHI (Enr.No:-117220592034) And Mr. VIJAY HIRANI (Enr.No:-117220592005) who carried out the research under my supervision. I also certify further, that to the best of my knowledge the work reported here in does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the Faculty Guide Mrs. Neha Rathi Assistant Professor

Signature of the Director Dr. Vishal Patidar Dy. Director

PREFACE
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A Comprehensive Project Report is one of the highly effective means of the learning and acquiring worldwide knowledge. It generates a concerted effort by students to acquire in depth knowledge on a subject and present the same in systematic manner. A Comprehensive Project Report is an integral part of the MBA program. The main objective of the Comprehensive Project Report is to enhance the skill of researcher and gain the valuable knowledge of management skills that will be useful in the future career building. In bid to becoming a successful business administrator, theory and practice of managerial elements are indispensable. Practical Study fills the gap of theory what we learn in the college and the practice what we scrutinize in the company. Hence, Comprehensive Project Report is the only way out for the students of management to increase his analytical skill. This Comprehensive Project Report is based on Retailing Mix Sector. We have taken care to deal with the prescribed topics in sufficient depths and in a very lucid language. Place: .. Date: (Signature) Joshi Hardik

Hirani Vijay

ACKNOWLEGEMENT
The project of this magnitude would not have been completed singly. Firstly we want to give our hearty thanks to all mighty who made the world and us also.
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There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this directly while other have provided indirectly. We are indebted to Mrs.Neha Rathi facuilty of K.K Parekh Institute of Management studies-Amreli for her guidance and cooperation in completing this project. Last but not the least I would like to convey my heartiest gratitude to all my friends who support us to complete this project.

Place: .. Date:

(Signature) Joshi Hardik

Hirani Vijay

INDEX
TABLE OF CONTENTS Chapter No. PART 1 Particulars GENERAL INFORMATION Page No.

Industry overview 1.11.21.3-

Introduction Types of Retail Industry Types of Retailers

1.4- Retail Mix

1.5-

Growth of Industry

2 3 4 5

Overview of World Market Overview of Indian Market Overview of Gujarat Market

Overview of Company 5.1 Vision, Mission objective and core value of the company 5.2- SWOT Analysis 5.3- Strategy Of Big Bazaar

6 7 8

Growth of the Company Major Companies in Indian Retail sector Product profile 8.1- Product Quality/Technology 8.2 Pricing 8.3 Promotion
PART II PRIMARY STUDY

Introduction of the Study 1.1-Problem Identification

1.2 - Literature Review 1.3- problem Definition 1.4- Objectives of the Study 1.5 Hypothesis

Research Methodology 2.1- Research Design 2.2- Source/s of Data 2.3 - Data Collection Method
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2.42.52.62.7-

Population Sampling Method Sampling Frame Date Collection Instrument

3 4 5 6 7

Data Analysis and Interpretation Results and Findings Limitations of the Study Conclusion/Suggestions Bibliography

LIST OF TABLES
TABLE NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 PARTICULARS List of major retail companies List of Board of directors Contribution of Retail sector in GDP Gender AGE Familys monthly income Occupation Visited retail outlets Preferences for retail mix elements Effective retail mix element for big bazaar Frequency for visiting the big bazaar Time for visiting the big bazaar Opinion about discounts and offers in big bazaar Shopping experience in the big bazaar Availability of products and brands in big bazaar Store layout
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TABLE NO

PAGE NO.

17 18 19 20 21 22

Product display and signage in big Bazaar Shopping experience in big bazaar Experience about Inside store atmosphere Services of the sales personnel in big bazaar Customer service in the big bazaar Parking facility of the big bazaar

LIST OF FIGURES
TABLE NO. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 PARTICULARS Indian retail market growth Gender AGE Familys monthly income Occupation Visited retail outlets Preferences for retail mix elements Effective retail mix element for big bazaar Frequency for visiting the big bazaar Time for visiting the big bazaar Opinion about discounts and offers in big bazaar Shopping experience in the big bazaar Availability of products and brands in big bazaar Store layout Product display and signage in big Bazaar Shopping experience in big bazaar Experience about Inside store atmosphere Services of the sales personnel in big bazaar
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DIGRAM NO.

PAGE NO.

19 20

Customer service in the big bazaar Parking facility of the big bazaar

1.INDUSTRY OVERVIEW
1.1 INTRODUCTION
The word 'Retail' is derived from a French word with the prefix re and the verb tailor meaning "to cut again". Evidently, retail trade is one that cuts off smaller portions from large lumps of goods. It is a process through which goods are transported to final consumers. In other words, retailing consists of the activities involved in selling directly to the ultimate consumer for personal, non-business use. It embraces the direct-to-customer sales activities of the producer, whether through his own stores by house-to-house canvassing or by mail-order business. Manufacturers engage in retailing when they make direct-to-consumer sales of their products through their
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own stores (as Bata and Corona shoe companies, D.C.M. Stores, Mafatlals and Bombay Dyeing) by door-to-door canvass or mail order or even on telephone. Even a wholesaler engages in retailing when sells directly to an ultimate consumer, although his main business may still be wholesaling. The retailer is an intermediary in the marketing channel because he is both marketer and customer, who sells to the last man to consume. He is a specialist who maintains contact with the consumer and the producer; and is an important connecting link in a complex mechanism of marketing. The 10 largest retail companies in the world, five of them are from the US and five are from Europe. These top ten global retailers had combined sales of $1.15 trillion in 2009, according to international consulting group, Deloitte Retail industry can be classified into two broad categories organized retail and unorganized retail.

1.2 Types of retail industry

(1)Organized retail: - Those traders/retailers who are licensed for trading activities and registered to pay taxes to the government. (2)Unorganized retail: It consists of unauthorized small shops - conventional Kirana shops, general stores, corner shops among various other small retail outlets but remain to be the radiating force of Indian retail industry.

1.3 Types of Retailers

Store Retailers Those engaged in the sale of products from physical locations which warehouse and display merchandise with the intent of attracting customers to make purchases on site. Non-Store Retailers Those engaged in the sale of products using marketing methods which do not include a physical location. Examples of non-store retailing include:

Infomercials Direct Response television advertising Catalogue Sales In-Home Demonstrations Vending Machines
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Multi-Level Marketing

1.4 Retail Mix

The mix of variable including location, merchandise, communications, price, services, physical attributes and personnel which from the overall strategic marketing components of retailing.

Retail mix plan consists of: Setting objectives Systematic way of identifying range of options. Formulation of plan for plans for achieving goal Logical sequence of retailing activities.

Importance of Retail mix planning Hostile and complex retail environment External and internal retail organization factors interact Maximizing revenue Minimizing costs Each element has conflicting needs All these variables interact All these variables results in optimum compromise.

1.5 Growth of Industry

India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale. Then, it required government approval. The approval requirement was relaxed, and automatic permission was granted in 2006. Between 2000 to 2010, Indian retail attracted about $1.8 billion in foreign direct investment, representing a very small 1.5% of total investment flow into India.
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Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57 were approved and implemented. For a country of 1.2 billion people, this is a very small number. Some claim one of the primary restraints inhibiting better participation was that India required single brand retailers to limit their ownership in Indian outlets to 51%. China in contrast allows 100% ownership by foreign companies in both single brand and multi-brand retail presence. Indian retail has experienced limited growth, and its spoilage of food harvest is amongst the highest in the world, because of very limited integrated cold-chain and other infrastructure. India has only 5386 stand-alone cold storages, having a total capacity of 23.6 million metric tons. However, 80 percent of this storage is used only for potatoes. The remaining infrastructure capacity is less than 1% of the annual farm output of India, and grossly inadequate during peak harvest seasons. This leads to about 30% losses in certain perishable agricultural output in India, on average, every year. Until 2010, intermediaries and middlemen in India have dominated the value chain. Due to a number of intermediaries involved in the traditional Indian retail chain, norms are flouted and pricing lacks transparency. Small Indian farmers realize only 1/3rd of the total price paid by the final Indian consumer, as against 2/3rd by farmers in nations with a higher share of organized retail. The 60%+ margins for middlemen and traditional retail shops have limited growth and prevented innovation in Indian retail industry. Before 2011, India had prevented innovation and organized competition in its consumer retail industry. Several studies claim that the lack of infrastructure and competitive retail industry is a key cause of India's persistently high inflation ] A 25% market share, given the expected growth of Indian retail industry through 2021, is estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share from Japan for the world's 250 largest retailers. In 2011, food accounted for 70% of Indian retail, but was under-represented by organized retail. The Economist forecasts that Indian retail will nearly double in economic value, expanding by about $400 billion by 2020. The projected increase alone is equivalent to the current retail market size of France.
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It might be true that India has the largest number of shops per inhabitant. However we (locatus) have detailed figures for Belgium, the Netherlands and Luxemburg. In Belgium, the number of outlets is approximately 8 per 1,000 and in the Netherlands it is 6. So the Indian number must be far higher.

2 .Overview of World Market

3. Overview Of Indian Market

Retail Sector is the most booming sector in the Indian economy. Some of the biggest players of the world are going to enter the industry soon. It is on the threshold of bringing the next big revolution after the IT sector. Although organized retail market is not so strong as of now, it is expected to grow manifolds by the year 2010. The sector contributes 10% of the GDP, and is estimated to show 20% annual growth rate by the end of the decade as against the current growth rate of 8.5%. A CRISIL report says that the Indian retail market is the most fragmented in the world and that only2% of the entire retailing business is in the organized sector. This suggests that the potential for growth is immense. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently being built in the cities across India. In-depth study of the players in the Indian retail industry i.e. Big Bazaar Retail India Limited, Shoppers Stop Limited, Koutons Retail India Limited, Provogue (India) Limited and Trent Limited with an emphasis on their operational and financial performance (FY09-FY11), segment-wise store formats, segment-wise private labels and the size and number of stores of the major Indian retail players. Retail industry can be classified into two broad categories organized retail and unorganized retail. Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge growth potential and accounts for 14-15% of the countrys GDP. Comprising of organized and unorganized sectors, Indian retail industry is one of the fastest growing industries in India, especially over the last few years.

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4. Overviews Of Gujarat Market

Gujarat, which has a strong middle class population and one of the highest per capita GDP, is now becoming a preferred destination for the organized retail sector. This is evident with the spurt of malls in the State with companies like Prozone that are looking at setting up their first two malls in Rajkot and Surat before entering other cities in India. Raymond, too, started its first kids apparel store, Zapp, in Ahmedabad before entering markets like Mumbai and Pune. Constraints Though the retail industry is on a growth trajectory in the State, there still remain a few road blocks that needs to be addressed. Lack of adequate and trained human resource is an area of concern. There is an increasing pressure on sourcing and retention of staff leading to a steep rise in employee wages. Supply chain inefficiency remains a cause of concern leading to increase in business costs. Imperatives With organized retail constituting only three percent of the total Indian retail, the country offers a huge potential for growth. The State could aim to increase the availability of specialized courses like retail management, which can go a long way in addressing the issue of lack of quality human resources. This will also help the Government in achieving the objective of employment generation. To ensure the rapid growth of the industry, the Government should ensure a better supply chain infrastructure by increasing the linkage between farmers and retailers.
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Gujarat has witnessed an impressive agricultural growth in the last five years. Going forward the sector is expected to do even better, which would increase the rural purchasing power, providing a good opportunity for rural retail business. With Governments initiatives, Gujarat could lead the way in tapping the great Indian retail opportunity.

5. Overviews Of The Company

The companys leading formats include Big Bazaars, 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, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, m Bazaar and Star and Sitara. 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 i, selling home furniture products and E-Zone focused on catering to the consumer electronics segment. The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket, which was launched in July 2002 in Mumbai. Embracing our leadership value, the company launched all in July 2005 in Mumbai, making us the first retailer in India to open a fashion store for plus size men and women.Big Bazaar has the facility to purchase products online through its official web page, and offers free shipping on some of their products.
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Board Of Directors Mr. Kishor Biyani managing Director Mr.S.Doreswamy (Director) Ms.Bala Deshpande (Director)

Mr.Gopikishan Biyani (Wholetime Director) Mr.Rakesh Biyani (Wholetime (Director) Mr.Shailesh Haribhakti (Director)

Dr. Darlies koshy (Director) Mr.Anil Harish (Director) Ms.Anju poddar (Director)

Mr.VedPrakash Arya (Director) Statutory Auditors MGS & CO Risk Advisors Emst & Young P.V.T L.T.D

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

Mission
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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.

Core Value of the company

Indians: 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. Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: To build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. 5.2 Swot Analysis Strength Weakness

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1. Affordability for middle class 2. Quality, choice and convenience. 3. Wide range of products and service offerings 4. Strong presence in local market 5. Attractive promotional offers 6. Large no. SKU provided to consumer 7. Good branding and advertising by also roping in celebrity brand ambassadors Opportunity 1. To expand globally by tie-ups 2. Entering into high premium segment 3.Opportunity to expand into financial services catering to huge segment 4. Increased rural penetration

1Not known globally and restricted to the Indian market only 2.No different game plan according to divergent people, their lifestyles, their tastes and budgets in India

Threats 1.Competitors global presence 2. Future bazaar under debt can cause financial problems 3.Low priced brand perceived to be of low quality in Indian consumer minds

5.3 Strategy Of Big Bazaar

Marketing Strategies of Big Bazaar- Indias Hypermarket Chain

.The store, which would be created, had to offer value to the consumer. Keeping this in mind, the concept of Big bazaar was created In India, Price was the basic value proposition at Big bazaar. The Big bazaar outlets sold a variety of products at prices, which were 5 to 60 percent lower than the market price. Big Bazzar emphasized on this lineIsse sasta aur ache kahin nahin. 1- Costumer segmentation Big Bazaar targets higher and upper middle class customers. The large and growing young working population is a preferred customer segment. Big Bazaar specifically targets working women and home makers who are the primary decision makers. 2- Well-trained staff 3- Use of technology like scenario planning for decision making 4- Home delivery counters also started at many places
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5- Main focus to the Indian middle class customer

6.Growth of the company

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad

2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon

2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the countrys most admired retailer award in value retailing and food retailing segment at the India Retail Forum A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single day

2005

Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its loyal customers.

2006

Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaars largest ever customer.
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Big Bazaar launches Shakti, Indias first credit card program tailored for housewives

2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India Fund

2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar joins the league of Indias Business Super brands. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey

2009

Big Bazaar initiates Maha Annasantarpane program at its stores in South India a unique initiative to offer meals to visitors and support local social organizations Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India Mahendrasingh Dhoni and Asin youth icons of India, were chosen as the brand ambassadors of Big Bazaar

2010

Future Value Retail Limited is formed as a specialized subsidiary to spearhead the groups value retail business through Big Bazaar, Food Bazaar and other formats. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores

2011
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Big Bazaar forays into the rural wholesale and distribution business through Aadhaar Wholesale store at Kalol,gujarat. Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar. 200th store opened in India Future Group has launched its latest venture, Foodhall a premium food destination across 10 metros in India .

2012

Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology Solutions for IT infrastructure services that support Future Groups network of stores, warehouses, offices, and data centers. Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India.

7.MAJOR COMPANIES IN THE RETAIL INDUSTRY

1. Pantaloon Retail: 2. K Raheja Group 3. Tata group: 4. RPG group: 5. Landmark group: 6. Piramal Group 7. Subhiksha
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8. Bharti-Walmart 9. Reliance 10. AV Birla Group

8. PRODUCT PROFILE (Major Products)

Apparels Formal wear Casual wear Night wear T-shirt Jeans Saris Dress material Party wear

Food Ready to eat Ready to cook Spices Staples tea & coffee international foods

Home& personal care Shampoo Detergent Soap Liquid Wash Creams Deodrant Home cleaners Utensils Crokery Bundles

Chill stations Soft drink Packaged juice Milk Items Frozen foods Ice creams

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Pricing
The tag-line is Is se sasta aur accha aur kahin nahi . They work on the model of economics of scale. There pricing objective is to get Maximum Market Share. The various techniques used at Big Bazaar are: Value Pricing (EDLP - Every Day Low Pricing):

Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing:

Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also caters on Special Event Pricing (Close to Diwali and Durga Pooja). Differentiated Pricing:

Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. Bundling: Selling combo-packs and offering discount to customers. The combopacks add value to customer.

Promotion
Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques used at Big Bazaar include saal ke sabse saste teen din, Future Card (the card offers 3% discount), Shakti Card, Wednesday bazaar.etc,. Brand Endorsement by M. S. Dhoni, Exchange Offer - Junk Swap Offer, Point-of-Purchase Promotions. Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and road-side billboards.

Place:
The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores.
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1.INTRODUCTION OF THE STUDY

Retail Mix
The retail mix is the combination of factors retail used to satisfied customer needs and influences their purchase decision. Its include the type of merchandise and services offered, merchandise pricing, advertising, promotional programs store design merchandise display, assistance to customer provided by salespeople, and convenience of the stores location. Retai mix is the term used to describe the various element and methods required to formulate and execute retail marketing strategy. Retail managers must determine the optimum mix of retailing activies and coordinate the element of the mix. While many elemrnt may make up a firms retail mix the essential elements may include: Store location, Merchandise assortments Price, Communication with customer Personal selling Store image Store design Sales incentivess People Process
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 Physical evidence The 6 ps Retailing mix (1)Product (5) Place (2) Personnel, (6) price (3) Presentation (4) Promotion efforts

Literature Reviews This chapter reviews concepts and theories by researchers that are highly related to the area of study. The chapter provides a critical analysis of the views and insights of various researchers on the subject area. The chapter starts by explaining the basics of the study, being effectiveness of retailing mix in big bazaar. The chapter then reviews effects of consumer perception with regard to the evaluation of effectiveness of retailing mix in big bazaar.

(1).Supermarkets and Beyond: Literature Review on Farmer to Market Linkages in Sub-Saharan Africa and Asia D. Tschirley, Michigan State University ([email protected]) July 28, 2007
This paper reviews recent literature on selected issues that need to be considered in designing policies and programs to improve farmer-to-market linkages in SubSaharan Africa and Asia. Since the supermarket revolution has received wide attention in the professional and popular press since the early 2000s, this paper starts with a careful review of that literature. Yet expectations regarding supermarket growth in Africa and parts of Asia have cooled considerably over the past two years. For this reason, the discussion of supermarkets is cast in the broader context of retail modernization; we stress the interaction of supermarkets and more traditional marketing channels in African and Asian food systems, and suggest that these systems are likely to remain highly diversified for the foreseeable future. Additional topics include domestic and regional markets as foci of growth, market information (including commodity exchanges and modern information and communications technology - ICT), and contract farming for export crops. Given the

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rapid pace of change in marketing systems in developing countries, primary emphasis is placed on research since 2000

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RETAIL MODERNIZATION: Retail modernization in developing countries and its effect on the broader food system has been a major focus of research since the early 2000s. The most visible banner for this work has been the supermarket revolution. Supermarkets existed in Latin America from at least the 1960s1, but began to grow much more rapidly in that region during the economic boom and opening to Foreign Direct Investment (FDI) of the 1990s. Growth began later in East/Southeast Asia and Central Europe, followed by selected countries of Africa (Reardon et al, 2004). This growth, together with new procurement practices that the firms work to apply, has lead to a rashof studies attempting to document and anticipate the impacts of these firms on existing actors in the food system, and to draw policy implications for governments and donors. Early Expectations of Supermarket Takeover: Though distinctions are made between countries, regions, and types of food products, recurring themes in the supermarket revolution literature have been the rapid rise of supermarkets, the difficulty of smaller retailers to compete with them, the difficulty of small processors to compete with large processors for the new supermarket market, and the urgent need to deal with the exclusion of smallholders from the supermarket channel. More Cautious Voices on the Supermarket Story: More cautious views regarding the likely rate of supermarket expansion were expressed early in Asia, and over the past two years in Asia, Africa, and even Latin America. Patterns in Latin America are relevant as a potential indicator of future patterns elsewhere. DOMESTIC AND REGIONAL MARKETS AS A FOCUS OF GROWTH: Nontraditional agricultural exports have received large amounts of analytical attention over the past decades. Donor support to market oriented agriculture for smallholder farmers has also focused heavily on export markets, while domestic food markets remain undercapitalized, risky, rudimentary, and relatively thin (World Bank, 2007). Both traditional and non-traditional exports have and will continue to be important sources of growth for some farmers in some countries.

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(2).NEW RETAIL CONCEPT DEVELOPMENT: Philip J. Rosenberger III Lecturer in Marketing, University of Western Sydney Bill Merrilees Associate Professor of Marketing University of Newcastle Callaghan, NSW 2308, Australia

The paper first discusses NPD (new product development) models in general, with a critique of the usefulness of each model for NRCD purposes. New product development (NPD) and planning has assumed a heightened level of importance in the modern world as organisations recognise the need to improve the NPD process and its outcomes (Allen 1993, Power 1993). In this part of the paper, the new product development literature will be reviewed specifically that relating to the actual process of NPD. The section begins by exploring the nature of innovation and what innovation is considered to be. The section then discusses what constitutes a new product and the role extensions play. Next, the benefits & opportunities and the costs & risks of NPD for organisations are presented. This is followed by a review of the evolution of generations of NPD modelsthe generic (sequential) and various extension NPD models (stage-gate, fuzzy-gate, rugby, activity blocks, multiple convergent processing, continuous learning, QFD, return maps, chaos approach) that appear n the literature. Key NPD success factors are then profiled. Attention to retail-based NPD/NRCD issues has been notably lacking, though services-based NPD research has been growing of late. In terms of NRCD specifically, the literatures do suggest reasons for the general emergence of new formats (eg., Wheel of Retailing, Dialectic Theory). However, few examples related to retailing are presented in NPD texts, and those that are tend to be services.

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In short, barring Palmer, Lovelock (1996), Terrill and Middlebrooks (1996) and Shostack (1984) in services, there has been little attempt to actually research and define the NRCD process on a scale and degree comparable to that in the NPD literature for the NPD process. The sum of the retailing-related work to date could best be seen as falling into the latter half of the typical NPD process, where the implementation of the chosen concepts is done.As mentioned before, most NPD research has been of FMCG, consumer durables or industrial products, with limited research having been devoted to retai situations. Similarly, retailing texts only briefly deal with new retail concept development (eg. Merrilees and Miller 1996), whilst principles of marketing texts give even less attention through focusing predominantly retail evolution (eg., the Wheel of Retailing in Baker 1996, Kotler 1997) or fail to even make mention at all (eg., Worsam and Wright 1995).

Problem Statement (EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR)

Problem definition is the foundation of any market research program. Without knowing the problem area any research cannot be started. Problems are framed in questions about relationships that can be tested. EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR Retailing mix refers to the various features of retail strategy planning. Also often called "the 6 Ps," retailing mix details a retail business' approach to its products, promotion efforts, personnel, presentation, place and price. Retailing mix helps a business define its strategy and carry out operations according to its goals. Consumers and consumers needs are the focus of Marketing, unlike selling Where a Product, Production or Sales orientation exists. Hence, it is imperative for a market to thoroughly understand the consumers, to be a successful marketer. An Indian Consumer is quite different from consumers elsewhere, but the diversity present within India is more comparable elsewhere.
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Even Indian Market is a look developing market so there is always a fierce competition is an industry. The skew mess that exists in incomes, languages, cultures, sub-cultures, makes it a herculean task to typify an Indian consumer.

Objective Of Study
To identify the performance of store operations. To understand the quality of services maintained in the store. To determine the performance of sales persons in the store. To understand the availability of products in the store. To identify the effectiveness of atmospherics in the store.

Hypothesis
A statement that explains or makes generalizations about a set of facts or principles, usually forming a basis for possible experiments to confirm its viability . Null Hypothesis (Ho): A type of hypothesis used in statistics that proposes that no statistical significance exists in a set of given observations. The null hypothesis attempts to show that no variation exists between variables, or that a single variable is no different than zero. It is presumed to be true until statistical evidence nullifies it for an alternative hypothesis. Alternative Hypothesis (H1): Alternative hypothesis is the "hypothesis that the restriction or set of restrictions to be tested does NOT hold." Often denoted H 1 Synonym for 'maintained hypothesis.

Ho: Retail mix of Big Bazzar is not effective. .H1: Retail mix of Big Bazzar is effective.

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(5) RESEARCH METHODOLOGY

Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method. The primary purpose for basic research (as opposed to applied research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Scientific research relies on the application of the scientific method, a Harnessing of curiosity. This research provides scientific information and theories for the explanation of the nature and the properties of the world around us. It makes practical applications possible. Scientific research is funded by public authorities, by charitable organizations and by private groups, including many companies. Scientific research can be subdivided into different classifications according to their academic and application disciplines.

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Research Design
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Type of research Descriptive detail:- Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how... Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are. In short descriptive research deals with everything that can be counted and studied. But there are always restrictions to that. Your research must have an impact to the lives of the people around you.
IN OUR STUDY WE USE A DESCRIPTIVE RESEARCH DESIGN FOR OUR STUDY

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Source Of Data
Primary Data: Primary Data Is that Which Is the Collected for the first time and thus happen to be originated In Character. Primary research entails the use of immediate data in determining the survival of the market. The popular ways to collect primary data consist of surveys, interviews and focus groups, which shows that direct relationship between potential customers and the companies. Secondary Data: Secondary Data Refer To The Data That Has Been Already Collected .The Secondary Data, Which Has Been Used To Carry Out This Study, Are As Follow: Books, Journals, Magazines, Newspapers Industry Reports Companys Internet Site Some Other Relevant Study Material Website

Data Collection Method

Survey method:We have selected the data from Rajkot city by survey method
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Data is collected through questionnaire:A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. In The Studies A Questionnaire Is Prepared.

Population :In our study we select a Rajkot city as a population of a study.

Sampling Method
In statistics, a Sampling method is a subset of individuals (a sample) chosen from a larger set (a population). Each individual is chosen randomly and entirely by chance, such that each individual has the same probability of being chosen at any stage during the sampling process, and each subset of individuals has the same probability of being chosen for the sample as any other subset of individuals. Sample Design: The researcher has been collected data as a primary base. A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample.

Sampling Frame
The Sampling Unit: The population for the present study is defined as All the users of big bazaar in Rajkot city. Sample Size: The size of the sample consists of 150 customers of supermarket. Sampling Procedures: we have selected the simple random sampling procedures.

Data Collection Instrument

We used a questionnaire for collecting data ofEFFECTIVENESS OF RETAILING
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MIX IN BIG BAZAAR in Rajkot city. Gender Male

70

Female
30

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