GUIDE CERTIFICATE

This is to certify that the Project titled “Customer Satisfaction at Big Bazaar” is a bonafide work
carried out by AVISEK TRIPATHY . in partial fulfillment for the award of “ DUAL
DEGREE IN MANAGEMENT ” under “ INSTITUTE OF TECHNICAL EDUCATION
AND RESEARCH ”, during the year 2016-2017.
This Project Report has been approved as it satisfies the academic requirements in respect of
project work prescribed for the award of DUAL DEGREE IN MANAGEMENT.

Name of the Guide: PROF.UMA SANKAR MISHRA

Name of the Student: AVISEK TRIPATHY
 ACKNOWLEDGEMENT

I would like to express my sincere thanks to OUR CONCERNED FACULTIES for their
valuable guidance & support. I am extremely thankful & grateful to PROF.UMA SANKAR
MISHRA for his constant guidance & encouragement throughout the study.

I would also like to express my devoted thanks to my beloved parents & my friends for their
relentless support & assistance to make this project a reality. Last but not the least, I would like
to thank all my respondents for their co-operation & participation in data collection, which has
enabled me to complete the project successfully.

Date : 20/4/2017

Place : BHUBANESWAR
 TABLE OF CONTENTS

Sl.No. Name of Contents

CHAPTER 1 INTRODUCTION

CHAPTER 2 RESEARCH METHODOLOGY

CHAPTER 3 REVIEW OF LITERATURE

CHAPTER 4 PROFILE OF THE COMPANY

CHAPTER 5 ANALYSIS AND INTERPRETATION OF

DATA

CHAPTER 6 SUMMARY OF FINDINGS, CONCLUSIONS

AND RECOMMENDATIONS

BIBLIOGRAPHY

ANNEXURE
 CHAPTER 1

INTRODUCTION

Introduction
The word "Retail" originates from a French-Italian word. Retailer is 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, contributing to over 13% of the
country's GDP. Organized retail industry in India is expected to rise 35% yearly being driven by
strong income growth, changing lifestyles, and favorable demographic patterns. It is expected
that by 2011-12 modern retail industry in India will be worth US$ 590 billion. It has further been
predicted that the retailing industry in India will amount to US$ 833 billion by 2013 and US$ 1.3
trillion by 2018. Shopping in India has witnessed a revolution with the change in the consumer
buying behavior 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 huge shopping centers, malls and
sprawling 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.
1 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:

 Investigate alternative trading areas.

 Determine the type of desirable store location
 Evaluate alternative specific store sites
 Merchandise:
The primary goal of the most retailers is to sell the right kind of merchandise.
Merchandising consists of activities involved in acquiring particular goods and services
and making them available at a place, time and quantity that enable the retailer to reach
its goals. Merchandising is perhaps, the most important function for any retail
organization, as it decides what finally goes on shelf of the store.
 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, which is influencing the retail industry to a
great extent, a variety of other factors also seem to fuel the retailing boom.
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.
Size 2008 2010 Percentage
Change
Estimated size of retail in India (in $bn) 353 416 18%
Share of organized retail (%) in India 7 12 71%
Figure 2.1 Size Of Indian Retail

Indian retail types

 Malls
 Branded stores
 Specialty stores
 Departmental stores
 Super markets
 Discount stores
 Hyper markets
 Shopping markets
 Convenient stores

 Malls:

The largest form of organized retailing today Located mainly in metro cities, in proximity to
urban outskirts. Ranges from 60,000 sqft to 7,00,000 sq. ft. and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under a
common roof. Examples include Shoppers Stop, mega Mart, Pantaloon, Wall mart etc.

 Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on specific
market segments and have established themselves strongly in their sectors.

 Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the season. The
product category can range from a variety of perishable/ non perishable goods.
 Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Departmental stores further classified into localized departments such as clothing, toys, home,
groceries etc. Departmental Stores are expected to take over the apparel business from exclusive
brand showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started
in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even
has its own in store brand for clothes called Stop!.

 Marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30% of all
food & grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sqft to 2,000 sqft and large supermarkets ranging from of 3,500 sqft
to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

 Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for extended
periods during the day, seven days a week. Prices are slightly higher due to the convenience
premix
 F
igure2.2: EVOLUTION OF INDIAN RETAIL(ESTIMATED)

Drivers of change in retailing

 Changing demographics and industry structure

 Expanding Computer technology
 Emphasis on lower cost and prices
 Emphasis on convenience and service
 Focus on productivity
 Added experimentation
Essentials of Retailing

Customer orientation- The retailer makes a careful study of the needs of the customer and
attempts to satisfy those needs.

Goal orientation – The retailer has clear cut goal and devises strategies to achieve those goals.

Value driven approach- the retailer offers good value to the consumer with merchandise having
the price and quality appropriate for the target market.

Coordinated efforts- Every activity of the firm is aligned to the goal and is designed to
maximize its efficiency and deliver value to the consumer

Organized Retail is evolving with changing customer aspirations

Organized retailing in most economies has typically passed through four distinct phases
in its evolution cycle. In the first phase, new entrants create awareness of modern formats and
rise consumer expectations. In the second phase consumers demand modern formats as the
markets develop – thereby leading to strong growth. As with the life cycle in any industry, the
high rate of growth would lead to a stage where the market would reach maturity and all the
players would strengthen their positions. This will be followed by the final phase where the
market would reach saturation, the growth would be limited and for sustainable growth, retailers
would explore new markets as well as evaluate inorganic opportunities.

Growth Factors in Indian Organized Retail sector:

The growth factors in India organized sector are various but it is mainly due to the fact
that India's economy is booming. Also, the rise in the working population which is young, pay-
packets which are hefty, more nuclear families in urban areas, rise in the number of women
working, more disposable income and customer aspiration, western influences and growth in
expenditure for luxury items. All these are the factors for the growth in Indian organized retail
sector.
According to the Icier report, the retail business in India is estimated to grow at 13%
from $322 billion in 2006-07 to $590 billion in 2011-12. The unorganized retail sector is
expected to grow at about 10% per annum with sales expected to rise from $ 309 billion in 2006-
07 to $ 496 billion in 2011-12. With over 1,000 hypermarkets and 3,000 supermarkets projected
to come up by 2011, India will need additional retail space of 700,000,000 sq ft (65,000,000 m2)
as compared to today. Current projections on construction point to a supply of just
200,000,000 sq ft (19,000,000 m2), leaving a gap of 500,000,000 sq ft (46,000,000 m2) that needs
to be filled, at a cost of US$15–18 billion.
Many Indian companies have entered the retail industry in India and this is also a factor in
the growth of Indian organized retail sector. Reliance Industries Limited is planning to invest
US$ 6 billion in the organized retail sector in I India by opening 1500 supermarkets and 1000
hypermarkets. Bharti Telecoms is planning a joint venture worth £ 750 million with Tesco a
global retail giant. Pantaloons are planning to invest US$ 1 billion in order to increase its retail
space to 30 million square feet. Such huge investment is also a factor in the growth of the
organized retail sector in India.
 The world's largest retailer by sales, Wal-Mart Stores Inc and Sunil Mittal's Bharti
Enterprises have entered into a joint venture agreement and they are planning to open 10 to 15
cash-and-carry facilities over seven years, Carrefour the world’s second largest retailer by sales,
is planning to setup two business entities in the country one for its cash-and-carry business and
the other a master franchisee which will lend its banner, technical services and know how to an
Indian company for direct-to-consumer retail. The world’s fifth largest retailer by sales, Costco
Wholesale Corp (Costco) known for its warehouse club model is also interested in coming to
India and waiting for the right opportunity. Tesco Plc., plans to set up shop in India with a
wholesale cash-and-carry business and will help Indian conglomerate Tata group to grow its
hypermarket business. The factors for growth in Indian organized retail sector are many and
that’s the reason behind its massive growth, but for this to continue both the Indian retailers and
the government will have to work together.

Penetration of Organised Retail

Figure 2.3 Penetration of Organized Retail

Indian Organized Retail Sector's Impact on Lifestyles

The Indian organized retail sector'simpact changed the lifestyle of the Indian consumers
drastically. The evident increase in consumerist activity is colossal which has already chipped
out a money making recess for the Indian organized retail sector. With the onset of a globalized
economy in India, the Indian consumer's psyche has been changed. People have become aware of
the value of money.
 Now a days the Indianconsumers are well versed with the concepts about quality of
products & services. These demands are the visible impacts of the Indian organized retail sector.
Since the liberalization policy of 1990, the Indian economy, and its consumers are getting whiff
of the latest national & international products with the help of print & electronic media. The
social changes with the rapid economic growth due to trained personnel’s, fast modernization;
enhanced availableness of retail space is the positive effects of Liberalization.

The growth factors of organized retail in India are:-

 Increase in per capita income which in turn increases the household consumption
 Demographical changes and improvements in the standard of living Change in patterns of
consumption and availability of low-cost consumer credit
 Improvements in infrastructure and enhanced availability of retail space
 Entry to various sources of financing

The non-food sector, segments comprising apparel, accessories, fashion, and lifestyle felt
the significant change with the emergence of new stores formats like convenience stores, mini
Marts, mini supermarkets, large supermarkets, and hyper marts. Even food retailing has became
an important retail business in the national arena, with large format retail stores, establishing
stores all over India. With the entry of packaged foods like MTR, ITC Ashirbad, fast foods
chains like McDonald's, KFC, beverage parlors’ like Nescafe, Tata Tea, Café Coffee and Barista,
the Indian food habits has been altered. These stores have earned the reputation of being 'super
saver locations'.
India will be a unique business arena in whole of the global economy, for the social and
economic parameters would overrule the big bang of the vivid competition. Previously mastered
by the unorganized retail sector, India opened up late as an economy in 1990 until then the idea
of retail formats were spread by the government.

Employment Generation by India Organized Retail Sector

Lots of employment generation by Indian Organized Retail Sector in the near future.
India is going through a radical economic change. Though it is very infant stage, people can feel
the climate is changing. The unorganized retailers take the lion's share in the Indian retail sector,
but the organized retailers are growing at a good pace, and promise an increase of proportion of
by 2016. This is to be the largest sector after the agricultural sector. The increase in the number
of consumers twinned with the introduction of organized sector has brought numerous corporate
investments in retail sector. The entry of super markets, enormous departmental stores, and
shopping malls has encouraged the retailers to look at new business plans of expansion. An
economic growth on a monumental scale is offered by the Indian retail sector, equally in the
national and international market which in turn will generate a huge source of employment and a
variety of options for the consumers. The Ernst & Young's report 'The Great Indian Retail Story',
anticipates that the Indian retail sector would come up with 2 million employment opportunities
within the year 2010.
Benefits to the economic growth:-

 Better quality products and services would lead to better competition

 More exports bring more foreign direct investments
 Organized Indian retail sector would encourage tourism
 Along with the employment boom there would be a vast development in the expertise of
the human resource
 There would remain future scope for improvements in agriculture, small, and medium
scaled with the help of the Indian retail sector

Scope of the Indian Retail Market:

The scope of the Indian retail market is immense for this sector is poised for the highest
growth in the next 5 years. The Indian retail industry contributes 13% of the country’s GDP in
the Indian retail market the scope for growth can be seen from the fact that it is expected to rise
to US$ 590 billion in 2011-12 from US$ 309 billion in 2006-07.
The organized retailing sector in India was only 7% in 2008 and is expected to rise to 25-
30% by the year 2016. There are under construction at present around 325 departmental stores,
300 new malls, and 1500 supermarkets. This proves that there is a tremendous scope for growth
in the Indian retail market. The growth of scope in the Indian retail market is mainly due to the
change in the consumer’s behavior. For the new generation have preference towards luxury
commodities which have been due to the strong increase in income, changing lifestyle and
demographic patterns which are favorable. The scope of the Indian retail market has been seen
by many retail giants and that’s the reason that many new players are entering the India retail
industry
 CHAPTER 2

Research Methodology

Research title:

The title of the research project is:

“Customer Satisfaction at Big Bazaar.”

Research Problem:
What is effectiveness of Retailing Mix at Big Bazaar leading to Customer Satisfaction?

5.3 Research Objective:

Primary objectives:

 To identify performance of store operations.

 To understanding the buying Behavior at Biz Bazar
 To analyze how the merchandising mix influence the customer satisfaction level.

Secondary objectives:

 To understand the quality of service maintained in the store.

 To determine the performance of sales persons in the store.
 To find out reasons of dis-satisfaction.
 To find out which means of communication plays a vital role to persuade customer.

Scope of study
The study makes an effort to ascertain the satisfaction level of customers from the store
environment and analyze the impact of retailing mix on the customer satisfaction level, and to
improve the store environment to increase the sales and to attract the customers.
The company can come up to the expectation only by finding out the problem that
customers are facing during their purchase from the store. The subject has been taken for the
research as it plays key role in success of retail sector. As long as the company is able to satisfy
its customer, customer will remain in the bracket of loyal customer.
This study helps to improve the environment of the store to reach the customer satisfaction level
and improve the merchandising in Big Bazaar.
Objectives of Research:
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and which
has not been discovered as yet. Though each research study has its own specific purpose, we may
think of research objectives as falling into a number of following broad groupings:

 To gain familiarity with a phenomenon or to achieve new insights into it (studies

with this object in view are termed as exploratory or formulative research
studies);
 To portray accurately the characteristics of a particular individual, situation or a
group (studies with this object in view are known as descriptive research
studies);
 To determine the frequency with which something occurs or with which it is
associated with something else (studies with this object in view are known as
diagnostic research studies);

Research Design:
Research design is an arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to research purpose with an economy in procedure.
Research design is needed because it facilitates the smooth ailing of the various research
operations, thereby making research efficient possible yielding maximal information with
minimal expenditure. Research design used in this project is Single Cross-sectional design where
one sample is drawn from a population of interest. In this research design a cross sectional study
is concerned with a sample of elements from a given population. Data on a number of
characteristics from the sample elements are collected and analyzed.

Types of Research:
Exploratory research: The research is an exploratory when; one is seeking insight to general
nature of the problem, the possible alternatives and relevant variables that need to be considered.
The methods are flexible, unstructured and qualitative.

Descriptive research: It provides an accurate position of a particular aspect of the market

environment. The purpose of descriptive research is together a quantified measurement of a
specific reaction. It is structured. Most of the data that we needed are gathered in some form of
direct or indirect question which further will depend upon:

 Nature of the question

 Time frame of study
 Funds available
 Kinds of respondents

This project is totally based on survey of the market i.e. people and a lot of research on the web,
so for that a DESCRIPTIVE type of research design was used.
Data Collection Methodology:

The primary data are those, which are collected afresh and for first time and thus happen to be
original in character.
The secondary are those which have been collected by someone else and which have already
been passed through statistical process.
Data has been collected by the researcher by Primary sources such as questionnaire and
personnel interview. It included 20 questions and 100 customers were given the questionnaire
and response was taken from them. Charts and graphs will be used for presentation of data for
easy understanding and interpretation.

Data Collection Instruments:

 Questionnaires
 Personal Interviews.

Designing the Questionnaire:

While designing the Questionnaires certain things were kept in mind such as simplicity, length
and clarity.

Personal Interviews
Personal interview is mostly commonly used method of data collection. Two purposive
communications between interviewer (researcher) and the respondent (subject) aimed at
obtaining and recording information pertinent to the subject matter of study. The interviewer
resents oral, verbal and written stimuli and receives oral resonances.
About the Survey:

Survey Title: “Customer Satisfaction at Big Bazaar”.

Sample Universe: Big Bazaar Store

Sampling Method: Non-probability sampling was used .Non-probability sampling is that

sampling procedure which does not afford any basis for estimating probability that each item in
population has being included in the sample. Under non-probability sampling organizers of
enquiry purposely select particular unit of universe for constituting a sample on the basis of the
small mass that they so select out of huge one will be typical or representative of the whole.
Adequate consideration was taken to bring a heterogeneous group in terms of age, income,
occupation etc. to make the results credible.

Sample Size: 100 Respondents.

Analysis Techniques:

Time: The survey of 100 respondents was finished in two months.

Response Format:
The questions are a mix of open-ended, close-ended questions, binary, ranking and multiple
choice questions. They have been so inserted into the questionnaire, to get the appropriate
response for a particular situation.

Limitations of the study:

 Time Constraint: Analysis pertaining to project title and

the field survey has to be done in a span of two months. This may limit the
scope of the survey.
 Biasness: The respondents may give a biased view.
 Some respondents refuse to co-operate.
 Some respondents replied half heartedly.
 Some respondents gave incomplete information.
 CHAPTER 3

Review of Literature
Retail Mix

The retail mix is the combination of factors retail used to satisfied customer needs and
influences their purchase decision. It’s 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 store’s location.

 Retail mix is the term used to describe the various elements and methods required to
formulate and execute retail marketing strategy.
 Retail managers must determine the optimum mix of retailing activities and coordinate
the elements of the mix.
 The aim of such coordination is for each store to have a distinct retail image in consumers
mind.
 The mix may vary greatly according to the type of the retailer is in, and the type of
product/services.

While many elements may make up a firm’s retail mix, the essential elements may include:

 Store location,
 merchandise assortments
 Store ambience,
 customer service,
 price,
 Communication with customer
 Personal selling
 Store image
 Store design
 Sales incentives
 People
 Process
 Physical evidence

Composition of retail mix

 Place
 Product
 Price
 Promotion
 People
 Process
 Physical Environment
Key element

Composition of Retail Mix

 Place (store location)  Product (merchandise)

 Target market  Product development
 Channel structure  Product management
 Channel management  Product features and benefits
 Retailer image Retail logistics  Branding
 Retail distribution  Packaging

 Price  Promotion
 Costs  Developing promotional mixes
 Profitability  Advertising management
 Value for money  Sales promotion
 Competitiveness  Sales management
 Incentives  Public relations
 Quality  Direct marketing
 Status
 After-sales services

 People element  Process element

 Staff capability  Order processing
 Efficiency  Database management
 Availability  Service delivery
 Effectiveness  Queuing system
 Customer interaction  Standardization
 Internal marketing

Retail mix planning

Retail mix plan consists of:

 Setting objectives
 Systematic way of identifying a range of options.
 Formulation of plans for achieving goals
 Logical sequence of retailing activities.

Importance of Retail mix planning

  Hostile and complex retail environment
 External and internal retail organisation factors interact for
 Maximising revenue
 Maximising profit
 Maximising return on investment
 Minimising costs
 Each element has conflicting needs
 All these variables interact
 All these variables result in optimum compromise.

Approaches to planning

Top down approach

Retail management sets goals and plans for all levels of management.

Bottom up approach
Various units prepare own goals and plans sent up for approval. It is the effective blending of all
the elements of retail mix activities within the retail organization that determines the success of
retail management. Discuss this statement and explain with retail examples.

Retailing
Retailing is the sale of goods and services to ultimate consumers for personal, non-
business use. Any institution may engage in retailing, but a firm engage primarily in retailing is
called a retailer. Retailers serve as purchasing agents for consumer and as sales specialists for
producers and wholesaling middleman. They perform many specific activities such as
anticipating consumers' wants, developing product assortments and financing.Retailers may be
classified by form of ownership and key marketing strategies. Also, types of retailers
distinguished according to product assortment, price and customer service levels. Mature
institutions such as department stores, discount houses and super markets face strong challenges
from new competitors, particularly chain stores or multiple shops in various product categories.
Five major forms of non store retailing are Direct selling, Telemarketing, Automatic vending, On
line retailing and Direct marketing .

Retail Marketing Mix

Whatever is from of ownership, a retailer must develop marketing mix strategies to succeed in its
chosen target markets. In retailing, the marketing mix emphasizes product assortment, price,
location, promotion and customer services designed to aid in the sale of a product. They include
credit, delivery, gift wrapping, product installation, merchandise returns, store hours, parking
and- very important personal service. Stores of different sizes face distinct challenges and
opportunities. Buying, Promotion, Staffing and expense control are influenced significantly by
whether store's sales volume is large or small. Size of a retail business creates certain meritsand
demerits. Considering these factors, large stores ordinarily but not always have a competitive
advantage over small stores.

Competitive Advantage with Special Reference to Physical Facilities

 Another competitive advantage of retailers will be how they create physical facilities
which represent the distribution element of a retailer's marketing mix. Some firms engage in non-
store retailing by selling on hire or through catalogs or door to door, for example-but many more
firms rely on retail stores. Firms that operate retail stores must consider four aspects of physical
facilities.

Location :- It is frequently stated that there are three keys to success in retailing: Location,
Location, Location! Although overstated, this axiom does suggest the importance that retailers
attach to location. Thus a stores site should be the first decision made about facilities.
Considerations such as surrounding population, traffic and cost determine where a store should
be located.

Size :- This factor means the total square footage of the physical store, not the magnitude of the
firm operating the store. These are much different factors. A firm may be quite large with respect
to total sales, but each of its outlets may be only several thousand square feet in size.

Design :- This factor refers to a stores appearance, both interior and exterior over its competitor.

Layout :- The amount of space allocated to various product lines, specific locations of products
and a floor plan of display tables and racks comprise the store's layout. As would be expected,
the location, size, design and layout of retail stores are based on where consumers live and how
they like to go about their shopping.

Assessing Competitors Current Strategies

The first part in competitor analysis is to determine how competitors are attempting to
achieve their objectives. This question is addressed by examining their past and current
marketing strategies.

Marketing Strategy

At the retail level, a marketing strategy can be thought of three major components: target
selection of customers, core strategy (i.e. positioning and differential advantage), and
implementation (i.e. supporting marketing mix). The first major component is the description of
the market segment(s) to which competing brands are being marketed. Market segments can be
described in various ways. Since few brands are truly mass marketed, the key is to determine
which group each competitor has targeted. The second strategy component is what is called the
core strategy. This is the basis on which the rival is competing, that is its key claimed differential
advantage(s).Differential advantage is a critical component of strategy because it usually forms
the basic selling proposition around which the brand's communications are formed. It is also
called the brand's positioning. The final strategy component of competitors must be assessed in
the supporting marketing mix. The mix provides insight into the basic strategy of the competitor
and specific tactical decisions.

Marketing Environment
 To the company's marketers falls the major responsibility for identifying major changes
in the environment. The retail environment, in particular is constantly spinning out new
opportunities, in bad as well as in good years. The general marketing environment also spins out
new threats-such as an energy crisis, a sharp rise in interest rates, a deep recession-and firms find
their markets collapsing. They must use their intelligence and marketing research to track the
changing environment. By erecting early warning systems, retailers will be able to revise
marketing strategies in time to meet new challenges and opportunities in the environment. It
consists of the external actors and forces that affect the retailer’s ability to develop and maintain
successful transactions and relationships with its target customers. We can distinguish between
the retailers' micro environment and macro environment. The micro environment consists of the
actors in the retailer's immediate achievement that affects its ability to serve its markets:
Suppliers, intermediaries, customers, competitors and publics. The macro environment consists
of legal, social, economic and technological forces.

Store location and Layout

Retailers want to locate their stores in the best place possible. The best place possible will
vary from retailer to retailer depending on the industry type, type of product, competition, and
other market factors. Basically a retail store has to located where the market opportunities are at
optimal levels. There are basic guidelines that most retailers examine before choosing a new
location. First, the retailer must select a country or region and then define the boundaries of the
trade area and evaluate its population characteristics against the retailers target market. The
buying power of the area must be considered along with its market and sales potential. The size,
location, and type of competition must also be taken into account. The local legal and political
environment must be examined along with the leasing costs and occupancy rates. The actual
physical features of the location – such as available space, traffic and access to the site, and
surrounding buildings – play a role in the selection process. Retailers possess many tools to help
in the site selection decision. Reilly’s law and Huff’s model can aid in defining the trade area.
Market segmentation and demographic segmentation provides clues to population characteristics.
The buying power index and effective buying income suggest strength of the economic base
while the index of retail saturation offers a benchmark for market comparison. Changes in
consumer lifestyle will require new strategies for selecting retailing locations, such as the
increasing use of convenience oriented sites, the integration of food and non-food retailing, and
the placement of retail merchandising in amusement parks. There a numerous kind of retail
stores to choose from as well. Most potential sites fall in to one of these categories: business
districts, shopping canters, and freestanding locations. There are specific advantages and
disadvantages for each type of location. The bottom line in retail site selection should be to
choose a location that will fit both today’s and tomorrow’s needs. The layout and design of a
retail store communicate a significant amount of information about the retailer to the consumer.

Competitive Sales
 Given widespread availability of the same brands, retailers have to cope with the
phenomenon of discounts. The retailers themselves dilute the strength of the retail market. With
promotions becoming the order of the day, they have entered into price wars against each other.
‘Up to 50 percent off’ sales and ‘Two for one’ price offers have now become commonplace even
at the top retail outlets across our country. Every season every festival has more price cuts. The
discounted buying has become an annual market strategy rather than a mere sales promotion for
a few weeks.

Major players:

 Pantaloon Retail:

It is headquartered in Mumbai with 450 stores across the country employing more than
18,000 people. It can boast of launching the first hypermarket Big Bazaar in India in 2001. An
all-India retail space is of 5 million sq. ft. which is expected to reach 30 mn by 2010. It is not
only the largest retailer in India with a turnover of over Rs. 20 billion but is present across most
retail segments - Food & grocery (Big bazaar, Food bazaar), Home solutions (Hometown,
furniture bazaar, collection-i), consumer electronics (e-zone), shoes (shoe factory), Books: music
& gifts (Depot), Health & Beauty care services (Star, Sitara and Health village in the pipeline),
e-tailing (Futurbazaar.com), entertainment (Bowling co.) One of their recent innovations include
e-commerce’ hybrid format of ’small’ shops , the area for these stores will be 150 sq. ft. fitted
with 40 digital screens.

 Tata group:

Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a
lifestyle retail chain and Star India Bazaar - a hypermarket with a large assortment of products at
the lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. Trent
has more than 4 lakh sq. ft. space across the country. Westside registered a turnover of Rs 3.58
mn in 2006. Tata’s has also formed a subsidiary named Infiniti retail which consists of Croma, a
consumer electronics chain. It is a 15000-17000 sq. ft. format with 8 stores as of September
2007. Another subsidiary, Titan Industries, owns brands like “Titan”, the watch of India has 200
exclusive outlets the country and Tanishq, the jewellery brand, has 87 exclusive outlets. Their
combined turnover is Rs 6.55 billion..

 Bharti-Walmart

Their plans include US$ 7 bn investment in creating retail network in the country including
100 hypermarkets and several hundred small stores. They have signed a 50:50 percent joint
venture agreement with Walmart. Wal-Mart will do the cash & carry while Bharti will do the
front-end.
  Reliance

India’s most ambitious retail plans are by reliance, with investments to the tune of Rs.
30,000 cr ($ 6.67 bn) to set up multiple formats with expected sales of Rs 90,000 crores
($20 bn) by 2009-10. There are already more than 300 Reliance Fresh stores and the first
Reliance Mart Hypermart has opened in Ahmedabad.

 AV Birla Group

They have a strong presence in apparel retailing through Madura garments which is
subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van Heusen, Allen
Solly, Peter England, Trouser town. In other segments of retail, AV Birla Group has announced
investment plans of Rs 8000 - 9000 crores in the first 3 years till 2010. The acquisition of
Trinethra (food & grocery) chain in the south has moved their tally to 400 stores in the country.
Their “More” range of 15 supermarkets are slated to open at Nashik, Pune and other tier II cities
in Western India in 2007.

2.6 Functions of retailing:

Retailers play a significant role as a conduit between manufactures, wholesalers, suppliers, and
consumers. In this context, they perform various functions like storing, breaking bulk, holding
stock, as a channel of communication, storage, advertising, and certain additional services.

Storing :- Manufacturers usually make one or a variety of products and would like to sell their
inventory to a few buyers to reduce costs. Final consumers, in contrast, prefer a large variety of
goods and services to choose from and usually buy them in small quantities. Retailers are able to
balance the demands of both sides, by collecting an assortment of goods from different sources,
buying them in sufficiently large quantities, and selling them to consumers in small units.

Breaking bulk :- Breaking bulk is another function performed by retailing. The word retailing is
derived from the French word retailer, meaning to cut a piece of. To reduce transportation costs,
manufacturers and wholesalers typically ship range cartons of the products, which are then
tailored by the retailers into smaller quantities to meet individual’s consumptions needs.

Holding stock :- Retailers also offer the service of holding stock for the manufacturers. Retailers
maintain an inventory that allows for instant availability of the products to the consumers. It
helps to keep prices stable and enables the manufacturer to regulate production. Consumers can
keep a small stock of products at home as they know that this can be replenished by their retailer
and can save on inventory carrying costs.

Additional Services:
 Retailers ease the change in ownership of merchandise by providing services that make it
convenient to buy and use products. Providing products guarantees, after-sales services and
dealing with consumer complaints are some of the services that add value to the actual product at
the retailers end. Retailers also offer credit and hire- purchase facilities to the customers to
enable them to buy a product now and pay for it later. Retailers fill orders, promptly process,
deliver and install products. Salespeople are also employed by retailers to answer queries and
provide additional information about the displayed products

CHAPTER 4

Profile of the Company

Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its chain of
Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of management capabilities,
high growth product profile, well-developed strategy and extensive IT and logistics capabilities,
PRIL has ensured rapid growth. More importantly, while most organized retailers are struggling
to be in back, PRIL has demonstrated a consistent track record of profitable growth.

Company Research

PRIL has chalked out an aggressive expansion plan to increase its retail space to over
17,40,000sq.ft. over the next two years. Space for additional 4 Pantaloon’s, 11Big Bazaars and 2
Food Bazaar’s has already been finalized, and these would be Operational over the next two
years. PRIL aims to set up over 30 Food Bazaar’s and is scouting for appropriate locations for
the same. After popularizing the concept of hypermarket in India, PRIL is now also setting up a
new format shopping mall in the country under the name ‘Central’. The format would be on the
lines of a Selfridhes in London or a Central Mall in Bangkok. Two malls of 100,000 and 240,000
sq.ft. are being set up in Bangalore and Hyderabad respectively.

 Diversity of product range will ensure profitable volume growth

To achieve better return on retail space, PRIL uses certain product categories as margin
managers and certain product categories to generate traffic. The food and groceries business will
act as key volume growth driver while high share of apparel (which account for over 80% sales
in Pantaloon Stores and 40% in Big Bazaar) will enable PRIL to maintain high margins. The
management has demonstrated its ability to improve stock turnovers in both the formats
successfully, which has enabled significant margin improvement.

 Fully integrated value chain and own labels give competitive edge

PRIL has a completely integrated value chain in apparels from fabric manufacturing to
apparel manufacturing, branding, distribution to retailing. The company controls the total value
chain from yarn to apparel retailing and gives a competitive edge in terms of speed of delivery;
lower inventory carrying costs and better realizations. Also, large part of PRIL’s apparel
revenues comes from own private labels. PRIL has developed significant competencies in
apparel branding over a period of time and has developed own labels (John Miller, Shrishti,
Bare, Annabelle, AFL) in all the apparel product categories. Worldwide, private labels give
higher margin to retailers than the national brands.Also growth of private labels is faster as
retailer controls shelf space and visibility. Other initiatives such as faster turnover of stocks by
introducing 6 seasons in a year (against 2 earlier) has helped in bringing down inventory levels
and at the same time providing wider choice to customer and improving frequency of customer
visits.

 High scalability of business model- multiplier effect will set in

Size and scale drive economies on procurement and lower logistics costs, which enables a
retailer to deliver better value to customers. The hyper-market format has much higher scalability
as compared to the pure apparel-retailing format. Also, the potential to expand and scale is
virtually unlimited in the food & grocery segment, where efficiencies improve dramatically with
scale as the multiplier effect sets in. Food constitutes the largest expenditure item (estimated at
over 50%) of an average Indian’s monthly personal expenditure. However, the share of modern
retail formats in the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high
growth potential in the segment.

 New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better choice for
selection. Different product categories have different depth and width in merchandise offering.
Besides, PRIL has tied up with Shop-in-Shop partners in its Big Bazaar stores. Some product
categories where the company does not have core competency or does not want to invest, but
would attract customers are catered through these partners. Eventually, in the long run, the
Company may manage some of these product categories on its own as volumes grow and it
develops competencies in these businesses. Shop-in-Shop partners typically pay a fixed rental for
their space and share a part of their profits. By expanding the range of product offerings and
retail formats, PRIL today has been able to target a much larger share of the consumer’s basket
(about 70% as against less than 8% in 1994). PRIL will be adding new product categories to its
business in both Pantaloons as well as Big Bazaar stores. Gold, Investment products, White
goods and Appliances, Footwear will be the new product categories that will be added. These
product categories will help in improving Walk In’s into its stores and generate additional
business from the existing categories too.

 Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge untapped Indian
market. However policy restricts Direct Foreign Investment in the sector. There is a high
likelihood of the Government lifting restriction on FDI into the retail sector in the near future.
Entry of these foreign giants - with significant experience and skills in retail management would
increase competition for PRIL. However, we believe that given the widely dispersed and
heterogeneous nature of Indian markets, a foreign entrant would find it extremely difficult to
establish a national presence. Pantaloon with its early mover advantage and understanding of
local markets is well entrenched to retain high customer share.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Menz
Wear Private Limited under the stewardship of Mr. Kishore Biyani. It was converted into a
public limited company in September, 1991. The company sold branded garments under
Pantaloon, Bare and John Miller brands. PRIL set up its first menswear Pantaloon Shoppe outlet
in 1993. The company’s name was changed to Pantaloon Retail (India) Limited in 1999, when it
made a full-fledged entry into the retail segment through the Pantaloons Family Store.

Pantaloon Retail (India) Ltd: A Company Snapshot

Business Description:

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails stores in
names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the discount store
which offers a wide range of products under one roof. The products include apparels and non-
apparels such as utensils, sports goods and footwear. The Company also has its presence into
gold retailing by launching Gold Bazaar. The Company's Food Bazaar provides a range of food
and grocery products ranging from fresh fruits and vegetables, staples, FMCG products and
ready-to-cook products. The Central offers a chain of stores including books and music stores,
global brands in fashion, sports and lifestyle accessories, grocery store and restaurants. The
Pantaloon retail stores focus largely apparels and accessories.

About Pantaloon Retail (India) Ltd

Pantaloon Retail (India) Limited is a leading retailer with a turnover of Rs. 1088 crores
for the financial year ending June 2008. The company is headquartered in Mumbai and has a
presence in Lifestyle Retailingthrough 18 Pantaloons Stores, 3 Central Malls in Bangalore,
Hyderabad and Pune. In Value Retailingit is present through 24 Big Bazaar hypermarkets,
38 Food Bazaars and 2 Fashion Stations. PRIL has a national presence with 2.6 million square
feet of retail space across 24 cities.

Pantaloon: Fashion by Pantaloon

Pantaloon is the company's departmental store and part of life style retail format. In fact,
PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store in
Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it self in the
hearts and minds of the aspirational Indian customers. The company has depth of offering for
both men and women at affordable prices. A striking characteristic of Pantaloon has been the
strength of its private label programme. John Miller, Ajile. Scottsvile, Lombard, Annabelle are
some of the successful brands created by the company. With 13 stores across the country and an
ever-increasing stable of private brands, Pantaloon - in the coming years is poised to become a
leading fashion trendsetter.

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the company’s foray into the world of hypermarket discount stores, the first
of its kind in India. Price and the wide array of products are the USP’s in Big Bazaar. Close to
two lakh products are available under one roof at prices lower by 2 to 60 per cent over the
corresponding market prices. The high quality of service, good ambience, implicit guarantees
and continuous discount programmes have helped in changing the face of the Indian retailing
industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local
suburban train.
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of Quality, Range and Price associated with large format stores and also the comfort
to See, Touch and Feel the products. The company has recently launched an aggressive private
label programme with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With
unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has proved
to be a hit with customers all over the country.

Outlet 104 outlets

Located in India
Parent group Future group
Owner Kishore Biyani (CEO)
Founded 2001
Head quarter Jogeswari , Mumbai
Industry Retail
Website www.bigbazar.com
Tag line Is se sastaaurachhakahinnahi.
Figure 3.1: About Big Bazaar

Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and
which work on Wal-Mart type economies of scale. They have had considerable success in many
Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It is a
very innovative idea and this hypermarket has almost anything under one roof Apparel,
Footwear, Toys, Household Appliances and more. The ambience and customer care adds on to
the shopping experience.
Is Se SastaAurAcchaKahinNahin !

.
3.3 Products available in Big bazaar

Apparel and Accessories for Men, Women and Children.

Baby Accessories. Toys
Cosmetics Home Textiles Luggage
Crockery Home Needs Linens
Dress Materials Suiting & ShirtingHousehold Appliances Sarees
Electrical Accessories Household Plastics Stationery
Electronics Hardware Utensils & Utilities
Footwear Home Decor

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of quality, Range and Price associated with large format stores and also the comfort
to See, Touch, and Feel the products. 'FOOD BAZAAR' a division of Pantaloon Retail India
Ltd is a chain of large supermarkets with a difference. It was flagged off in April'02. With store
sizes ranging from 8,000 sqft to 15,000 sq. ft. in Mumbai (two stores), Kolkata, Bangalore &
Hyderabad, it is opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It currently
caters to over 1.2 million customers every day across 4 outlets in India and is soon set to expand
and double this figure across 12 outlets all over the country by June 2009. Food Bazaar offers the
Indian consumer the best of Western and Indian values.
The western values of convenience, cleanliness and hygiene are offered through pre
packed commodities and the Indian values of "See- Touch- Feel" are offered through the
“Mandi” atmosphere created by displaying staples out in the open, all at very economical and
affordable prices without any compromise on quality. This satisfies the Indian consumer and
comforts her before making her final buying decision. At other super markets, the consumer is
deprived of this factor. Truly the Indian consumer now agrees with Food
Bazaar: "AbGharChalaanakitnaAasaan”. This positioning platform of Food Bazaar is evident
from the higher discounts and the wholesale price-points which are below MRP.
Food Bazaar represents the company’s entry into food retail and is targeted across all
classes of population, tea, sugar, pulses, spices, rice wheat etc, besides fruits and vegetables. All
products are sold below MRP and discounts range between 2% to 20%. Fruits and vegetables are
sold at prices comparable to wholesale prices. Food Bazaar replicates a local ‘mandi’, to provide
the much important ‘touch & feel’ factor which Indian housewives are used to in the local
bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products,
milk products, juices, spices, ready to eat foods etc.
GROUP VISION AND MISSION:

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.
 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.
 Adaptability: to be flexible and adaptable, to meet challenges.
 Flow: to respect and understand the universal laws of nature.


SWOT ANALYSIS:

Strengths:-

 EDLP [ Every Day Low Pricing]

 Experienced marketing team & executive staff.
 Strong culture, ethics and values are followed
 Emphasis on providing total customer satisfaction
 Point of purchase promotion to increase the purchase
 Variety of stuff under single roof
 Increase sales with the help of healthy competition between different department
  Maintains good employer-employee relation
 Cost control initiatives that is critical in a retail operations business
 Periodical reviews of the various operations have been done on regular basis to identify
the any possible threat and address the same within time

Weakness:-

 Unable to meet store opening targets.

 Unavailability of popular brand items with regard to clothing.

Opportunities:-

 Population of the country is growing where the scope of market is kept on increasing for
the retail sector.
 Organized Retail less penetrated in India so it acts as a great opportunity to the
organization for its growth.
 Evolving consumer preferences.
 Economy is developing as the employment opportunities are increasing and the income
of the people is also increasing which increases life standards of people.
 Company has more scope of expansion in two and three tier cities.

Threats:-

 Competitors Strategies
 Advancement of technology day by day.
 Government policies.
 Unorganized Retail sector
 Foreign direct investment cause more problems in future because of that many mergers
and acquisition are happening in Indian retail sector
 CHAPTER 5
ANALYSIS AND INTERPRETATION OF DATA

Survey Results, Presentation and Inference

Effectiveness of Retailing Mix for Customer satisfaction at Big Bazaar

Question 1a): Do you frequently shop at big bazaar?

Table No.7.1: No of customer

Yes No Total
74 26 100
: No of customers
Inference:
From the above chart we can ascertain that majority of customers i.e., around 74% of
sample customers frequently visits to the store and 26% of the customer visits the store rarely.

Question 1b): How frequently do you shop at big bazaar?

Customer Response
Sr.No. Response No. of customers
1. Every week 38
2. Once in two week 24
3. Once in three week 16
4. Once in month 22
Customer Response

Inference:
From the above table we can analyze that the majority of the customers i.e. 38 out of
100 customer visits store every week , followed by 24 customer once in two week. Thus we can
say that majority of customer visit big bazaar every week, may be during weekends. We can
conclude that the customer visit Big Bazaar for their weekly purchase.
What comes to your mind when you think about big bazaar?
Unique Selling Propositions of big bazaar
Sr.No. USP’s No. of customers
1. Discount 34
2. Product Variety 24
3. Brand 4
4. Quality 8
5. Free offer 28
6. Others 2
Unique Selling Propositions of big bazaar
Inference:
 From the data collected we can determine that among 5 USP’s of big bazaar most
recognised are discounts and free offers, along with that it also recognised for product varieties.
But they have to rethink about the brand available in the store and they have to expand their
brand availability.

Do you feel that you find different variety of product in Big Bazaar?
No of customer
Yes No Total
66 34 100
Product Variety
Inference:
From the above chart we can asertain that upto 66% percent i.e. majority of customers
satisfied with the variety of product in the store.

Question 2c): Do you find the specific brand that; you look in the big bazaar?
No. of Customers
Yes No Total
37 63 100
No. of Customers
Inference:
From the above chart we can ascertain that 63% of customers find it difficult to get
specific brand. Mostly customers were not satisfied with brand availability in apparels section.

Question 3: In which section do you spend more time while shopping?

Customer Response
Sr.No. Response No. of Customers
1. Food bazaar 36
2. Apparels 21
3. Utensils 28
4. Other 15
Customer Response

Inference:
Most of the customer who visits to the Big Bazaar, would like to visit to the food
bazaar first which means it shows customer preference towards food bazaar followed by House
hold utensils section as they find more products varieties and offers in these sections.
Question 4: Do you think this store has good parking facilities?
Parking Facilities
Sr.No. Response No. of Customers
1. Yes 52
2. No 48
Parking Facilities
Inference:
From the data, we conclude that still 48% of customers are not satisfied with the
parking facilities as they have to wait for long time to park their vehicle because of full parking.
Question 5: How is the ambiance of floor inside the store?
Store Ambiance
Sr.No
. Response No. of Customers
1. Excellent 17
2. Good 31
3. Average 44
4. Bad 8

Store Ambience
Inference: From the data collected with this question, 44 out of 100 customer to respond about
cleaning of store is ok, 8 customer’s respond is bad, 17 customer’s is excellent, and 31
customer’s respond is good,most of the customers were not satisfied with cleanliness and
temperature maintained in the store. There is need to improve cleanliness.
Question 6: How do you feel about sales persons and promoters?
: Sales persons and promoters behavior
Sr.No
. Response No. of Customers
1. Excellent 17
2. Good 22
3. Average 29
4. Bad 32
Sales persons and promoters behavior
Inference:
From the above data we can conclude that 62% of customers feel the behavior of sales
person and promoters is from average to bad. Customers are not satisfied with sales person and
promoter’s behavior as there interaction is very less with customers.

Question 7: How is billing process?

Billing Process
Sr.No
. Response No. of Customers
1. Excellent 12
2. Good 23
3. Average 27
4. Bad 38
Billing Process
Inference:
From the above data we can conclude that 38% of customers are not satisfied with
billing facilities.

Question 8: Do you feel that Big Bazaar provides you value for money?
Value for Money
Sr.No. Response No. of Customers
1. Yes 87
2. No 13
Value for Money
Inference:
From the above data, we come to know that majority of the customer said that they are
really getting value for there money.
“Discovering More Value”

The above statement is truly spotted by the above data

Question 9: The cleanliness and hygiene maintained in the store is-

Table No.7.12: Cleanliness and Hygiene
Sr. No. Response No. of customers:
1. Excellent 6
2. Good 24
3. Average 38
4. Bad 32
Inference:
From the above data, we come to know that most of customers i.e. 70% of customers
are not satisfied with cleanliness maintained in the store.

Question 10: Product display and signage in the store is-

:Product display and Signage
 Sr.No
. Response No. of customers
1. Excellent 11
2. Good 18
3. Average 58
4. Bad 13
Product display and Signage
Inference:
From the above data, we can conclude that most of customers marked product display and
signage as average to bad and expect improvement so that they can easily find what they want.

Question 11: Location of Big Bazaar in your city is-

: Location of Store
Sr.No
. Response No. of customers
1. Excellent 38
2. Good 31
3. Average 9
4. Bad 6
Location of Store
Inference:
From the above data we can conclude that 69% of customers feel that location of store
is excellent to good.

Question 12: The store layout at this store makes it easy for customers to move around the store
and find what they want?
: Store Layout
Sr. No. Response No. of customers:
1. Strongly Disagree 13
2. Somewhat Disagree 28
3. Neutral 41
4. Somewhat Agree 11
5. Strongly Agree 7

Inference:
From the above data we can conclude that 41% of customers feel store layout is not up
to mark and still more 41% customers not able to categories as good.

Question 13: Through which promotional source you come to know about Big Bazaar?
: Promotional Source
Sr. No. Response No. of customers:
1. Print Media 33
 2. Electronic Media 32
3. Word of Mouth 24
4. Magazine 11
: Promotional Source
Inference:
From the above data we can conclude that Most of customers came to know about Big
bazaar by Electronic Media (32%) and Print Media (33%). 24% of customers came to know by
word of mouth.

Question 14: Which type of media appeals you more for purchasing from Big Bazaar?
Promotional Media
Sr. No. Response No. of customers:
1. Print Media 27
2. Electronic Media 23
3. Word of Mouth 36
4. Magazine 14
Promotional Media
Inference:
From the above data we can conclude that 36% customers feel word of mouth plays a
major role in their decision making.

Question 15: How much do you think that the promotional activities help in making your
shopping beneficial?
Table No 18: Promotional Activities
Sr. No. Response No. of customers:
1. To great Extent(1) 27
2. 2 35
3. 3 24
4. 4 12
5. Not Much(5) 2
Figure No.18: Promotional Activities

Inference:From the above data we can conclude that Promotional scheme is beneficial in making
shopping easy. 27 customers ranked it at scale of great extend. 24 believe that it is effective
where as 37 said it is most effective and need this type of information before actual purchase.

Question 16: Which of the following service you have used most frequently?
Table No.7.19: Service used by customers most frequently
Sr.No. Service No. of customers:
1. Home delivery 23
 2. Exchange 10
3. Gift Hampers 6
4. Baggage Counter 78
5. Parking 51
6. Helpline 4
7. Alteration 8
8. Other 2
Figure No.7.19: Service used by customers
Inference:
Above chart indicate that, most of customers use Baggage and Parking facility. Very few
customers use helpline, alteration and other facilities where as Home delivery, exchange and gift
hamper service attracts some customers.

CHAPTER 6
SUMMARY OF FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS:

Observations & Finding

 Store is performing well in attracting the customers.

 Most of the people who visit to the stores are of age group between 22-45 yrs.

 People usually visit the store once in a week i.e. in weekends

 They have different variety of product in food bazaar and house hold utensils

 The main dissatisfaction for the customer is in the billing section and at parking space.

 Discounts and offers are doing well in the store.

 Most of the customers who visit stores are having annual income between Rs.1.5-3 lac.

 Inside the store, employee’s interaction is very less with customers.

 Location of Big Bazaar is outstanding.

 Cleanliness and hygiene maintained in the store is not up to mark.

 Big Bazaar provides value added service like home delivery, alteration, helpline etc. but
very few customers go for it.
 Electronic and print media has high reach in consumer and plays a major role in
communication about promotional scheme and offers where as word of mouth make
significant impact in decision making than any other means of communication.
 Customers don’t find brands they expect in Big Bazaar especially in apparels section.

Conclusions
 Big Bazaar offers a wide variety of products of different prices and different qualities
satisfying most of its customers.

 Prices and offers in Big Bazaar have been one of the main attractions and reasons for its
popularity. The price ranges and the products offered are very satisfying to the customers.

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

 The store layout and the assortment of goods is not the best at Big Bazaar, Customers
find it hard to find what they require; this leads to dissatisfaction of customers.

 Big Bazaar is not acclaimed for high class service. The staffs recruited is not very well
trained and the billing queues take a long time to move, this irritates customers which
makes them visit the store more seldom.

 The customer get all kind of products in the Big Bazaar, i.e. they are following good
merchandising mix, but in some section like apparels they have to keep different brands
in order to attract more customer.

 Word of mouth publicity played major role in making Big Bazaar so popular where as
media is used to communicate new offers at the store.

 Customers are not aware and hence don’t avail value added services provided by the
store.
  Customers are more satisfied with the merchandising present in the food bazaar and
household utensils section.

Recommendations
The following suggestion can be given to Big Bazaar

 Keep brands like Koutons, Cotton County which is well known for offers.
 Cleanliness and hygiene should be maintained regularly.
 Quick services for logistics for customer
 External environment like parking area should be increase as most of customers face
problem of parking specifically during rush hour.
 The billing time should be reduced by increasing no. of cash counter keeping in view
customer traffic intensity.
 During rush hour, can make provision of less paying counter so customer who want to
purchase single product need not to give up because of long queue.
 Store layout needs to be improved.
 Proper signage should be there so that customer can locate the products easily.
 Value added services have to be improved so that most of customers will avail those
services.
 Train the sales executive towards People management

References & Bibliography

Books

 Principles of Marketing – Philip Kotler and Gery Armstrong, valume (7th addition )

 How to Prepare for a Summer Project- Dr. Dilip M. Sarawate

 Research Methodology - M.V. Kulkarni

Magazines:
Business Today
Websites:

 www.wikipedia.com
 www.pantaloon.com
 www.Futuregroup.com
 www.Scribd.com
 www.ibef.org

Annexure
Questionnaire
Name – Age –

Gender- M ( ) F( ) Mobile No -

E Mail- Date-

Occupation- Annual Income-

1. a) Do you frequently shop at big bazaar?

A). Yes ( ) B). No ( )

b) How frequently do you shop at big bazaar?

A) Every week ( ) B). Once in two week ( )

C). once in three week ( ) D). Once in a month ( )

2. a) What comes to your mind when you mean about big bazaar?

A). Discount ( ) B). Product variety ( ) C). Brand ( )

D). Quality ( ) E). Free offer ( ) F). Others ( )

b) Do you feel that you find different variety of product in big bazaar?

A). Yes ( ) B). No ( )

c) Do you find the specific brand that; you look in the big bazaar?

A). Yes ( ) B). No ( )

3. In which section do you spend more time while shopping?

A). Food bazaar ( ) B). Apparels ( )

 C). Household utensils ( ) D). Other section ( )

4. Do you think, this store has good parking facilities?

A). Yes ( ) B). No ( )

5. How is the ambiance of floor inside the store?

A). Excellent ( ) B). Good ( ) C).Ok ( ) D). Bad ( )

6. How do you feel about sales persons and promoters ?

A). Excellent ( ) B).Good ( ) C).Average ( ) D). Bad ( )

7. How is billing process?

A). Excellent ( ) B). Good ( ) C). Average ( ) E). Bad ( )

8. Do you feel that Big Bazaar provide you value for money?

A). Yes ( ) B). No ( )

9. The cleanliness and hygiene maintained in the store is-

A). Excellent ( ) B).Good( ) C). Ok ( ) D). Bad ( )

10. Product display and signage in the store is-

A). Excellent ( ) B).Good( ) C). Ok ( ) D). Bad ( )

11. Location of Big Bazaar in your city is-

A). Excellent ( ) B).Good( ) C). Ok ( ) D). Bad ( )

12. Through which promotional source you come to know about Big Bazaar?

A). Print Media ( ) B). Electronic Media ( )

B). Word of Mouth ( ) C). Magazine ( )

13. Which type of media appeals you more for purchasing from Big Bazaar?

A). Print Media ( ) B). Electronic Media ( )

B). Word of Mouth ( ) C). Magazine ( )

14. How much do you think that the promotional activities help in making your shopping
Beneficial?
 To great Extent -- -- -- -- -- -- Not much
1 2 3 4 5
15. Which of the following service you have used most frequently?

A). Home Delivery ( ) B).Exchange ( ) C). Gift hampers ( )

D) Baggage counter ( ) E) Parking ( ) F) Helpline ( )
G) Alteration ( ) H) Other-