bb project

8/8/2019 BB Project

1/75

1

Report on summer training

Catchment area analysis and

Customer profiling

Submitted by Aijaz Ahmad Dar & Ajit SinghReg.No:10905331 Reg.No:10907438

Submitted In partial fulfilment of the requirements of

Lovely Professional University for the award of the degree of

Master of Business Administration

-

Academic year 2009-2011

8/8/2019 BB Project

2/75

2

PREFACE

Every study needs a research to analyze the problem, and thus working on its improvement is

needed. The research provides an opportunity to a student to demonstrate application of his/her

knowledge ,skills and competence required during the technical session.

My topic for research is Catchmentarea analysis and customer profiling

The research helps me to devote my skills to analyze the problem and to work upon it and look

to suggest the alternative solutions. Further on evaluating it using theoretical and analytical

approach , it helps me to prepare feasible recommendations on the provided data .

I tried my level best to prepare this report error free and without any contamination. Every effort

has been made to offer the accuracy .

8/8/2019 BB Project

3/75

3

DECLARATION

This is to certify that I , Aijaz Ahmad Dar and Ajit singh,have personally worked on this project

regarding catchment area analysis and customer profiling The data mentioned in this report

was obtained during the work done by me under the stewardship and supervision of my training

guide /trainer Mr. Hanish Batra Marketing Manager Big Bazaar Jalandhar..

In preparing this project we had taken assistance of various books, magazines and websites on

the subject which are enumerated at the lowest ebb of this project.

Aijaz Ahmad/Ajit Singh

8/8/2019 BB Project

4/75

4

ACKNOWLEDGEMENT

With immense regard and respect in the honour of the Big Bazaar, I am very grateful to

this organization for providing me an opportunity to perform my summer training project .

Today Big Bazaar stands for its brand name in the hearts of the people of Jalandhar

(Punjab) and I was fortunate to be the part of the organization for at least six weeks.

I am highly grateful to Mr. Hanish Batra, Marketing Manager, for the trust he has shown in me

by allowing me to join his team.

Further I would like to express my gratitude and indebtness towards Mr.Sanjay Choudhary, The

store manager for his suggestions and advices in dealing with the customers.

My heartful thanks to Mr Atul Sharma The Assistant store manager, Mr.Avinash Soni (D.M)

Miss. Shewta Sharma (HR Manager) Mr.Sandeep (D.M) Mr. Kaniya (V.M) and many other

executives in the organization who directly or indirectly helped me a lot.

Cordial environment in the organization lead to boost my morale which proved to be my driving

force for not only working efficiently for my organization but also for the completion of my

project.

8/8/2019 BB Project

5/75

5

Table of contents:

Sr.No Title Page No

1 Introduction to retail industry 6

2 Evaluation of organised retailing 7

3 Factors affecting retailing in India 9

4 Company profile of Big Bazaar 11

5 Mission and Vision of big bazaar 14

6 SWOT analysis 15

7 Research methodology 16

8 Details of research 17

9 Analysis and interpretation 18

10 Recommendations and limitations 3011 Bibliography 32

12 Annexure 33

13 Project part ii comparison between Big bazaar and Vishal Mega mart 35

14 Introduction to Vishal mega mart 36

15 Background of Vishal mega mart 37


17 Analysis and interpretation 39

18 Comparison between easy day and Big bazaar 48

19 Introduction to Bharti and Bharti retail ltd 49


21 Data analysis 52

22 Easy day convenience store and Big bazaar 59

23 Details of research 60

24 Data analysis 61

25 Annexure -i 71

26 Abbreviations 74

8/8/2019 BB Project

6/75

6

INTRODUCTION TO RETAIL INDUSTRY

Retail is Indias largest industry, accounting for over 10 per cent of the countrys GDP and

around eight per cent of the employment. Retail industry in India is at the crossroads. It has

emerged as one of the most dynamic and fast paced industries with several players entering the

market. But because of the heavy initial investments required, break even is difficult to achieve

and many of these players have not tasted success so far. However, the future is promising; the

market is growing, government policies are becoming more favourable and emerging

technologies are facilitating operations. Retailing in India is gradually inching its way toward

becoming the next boom industry. The whole concept of shopping has altered in terms of format

and consumer buying behaviour, ushering in a revolution in shopping in India. Modern retail has

entered India as seen in

Sprawling shopping centres, multi-storied malls and huge complexes offer shopping,

entertainment and food all under one roof. The Indian retailing sector is at an inflexion point

where the growth of organized retailing and growth in the consumption by the Indian population

is going to take a higher growth trajectory.

The Indian population is witnessing a significant change in its demographics. A large young

working population with median age of 24 years, nuclear families in urban areas, along with

increasing working-women population and emerging opportunities in the services sector are

going to be the key growth drivers of the organized retail sector in India.

Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain -

connecting the bulk producers of commodities to the final consumers. Retailing covers diverse

products such as foot apparels, consumer goods, financial services and leisure.

A retailer, typically, is someone who does not effect any significant change in the product execs

breaking the bulk. He/ She are also the final stock point who makes products or services

available to the consumer whenever require. Hence, the value proposition a retailer offers to a

consumer is easy availabilities of the desired product in the desired sizes at the desired times.

In the developed countries, the retail industry has developed into a full-fledged industry wheremore than three-fourths of the total retail trade is done by the organized sector. Huge retail

chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the

individual small stores. Large retail formats, with high quality ambiance and courteous.

8/8/2019 BB Project

7/75

7

Retailing is the interface between the producer and the individual consumer buying for personal

consumption. This excludes direct interface between the manufacturer and institutional buyers

such as the government and other bulk customers. A retailer is one who stocks the producers

goods and is involved in the act of selling it to the individual consumer, at a margin of profit. As

Such, retailing is the last link that connects the individual consumer with the manufacturing anddistribution chain.

Retailing is more than selling goods:

Retailing consists of the sale of goods or merchandise, from a fixed location such as a

department store or kiosk, in small or individual lots for direct consumption by the purchaser.

Retailing is a well recognized business function which compromises

making available desired product in the desired quantity at the desired time. This creates a time,

place and form utility for the consumer. The success of retailing is highly dependent on an

efficient supply chain management. A well-developed supply chain reduces wastages and

transaction cost thereby reducing the cost of inventories to be maintained by the producers and

the traders. A reduction in the cost of inventory management leads to a reduction in the final

price to the consumer.

Retailing has been identified as a thrust area for promotion of textiles, processed foods,

agricultural and horticultural produce. Retail Sector can be divided into organized and

unorganized sectors.

Evaluation of Organized Retailing:

American mass retailing began in the late 1800s with Montgomery Ward marketing its products

through general merchandise mail order catalogs, which was very effective at that time for

reaching a largely rural society.

In the 1940s, the population began its movement to the suburbs as the economy shifted from anagricultural base to an industrialized nation. The first shopping center was opened, which would

eventually be a significant factor in the decline of downtown Retailing in the 1960s and 70s. JC

Penney and Sears began their national mass retailing expansion, and the use of credit cards as

Major retail chains began.

8/8/2019 BB Project

8/75

8

The 1950s witnessed the reaffirmation of the traditional family. The first planned mall and

franchised food restaurant opened. As people continued to flock to the suburbs, the downtown

areas began to decline. Larger suburban malls were created and anchored by traditional

downtown department store merchants. Freeways were expanded and the sales of private

automobiles grew, giving the consumer a wider accessible area in which to shop. Discounters

were born, Korvetta being one of the firsts.

The 1960s witnessed the growth of enclosed shopping centres, with department stores anchors

and specialty retail chains. The baby boomers were teenagers at this point, leading to the growth

of juniors-oriented stores and vendors. Women became targets not just as mothers or wives as

they entered the workforce and consumers became more demanding in their expectation of

quality and service.

In the 1970s, promotional pricing started to pick up the department stores as off-price retailer

emerged. The growth of retail space slowed, as sales increase came at the expense of

competition, not of market growth. This competitive market led to the underperformance of

several retailers as gross margins experienced downtown pressure from increased competition.

Retailers in large upscale markets recognized the time shortage created by dual-career families

and began to offer more services to assist in saving time.

The 1980s witnessed the growth of off price retailing as a distinct, enduring retail format.

Retailers began to drop low profit lines. Acquisitions and mergers were actively utilized as

growth strategies, private brands were redeveloped to enhance uniqueness and margins and

offshore sourcing was developed to compensate for margins

Broadly the organized retail sector can be divided into two segments, In-Store Retailers, who

operate fixed point-of-sale locations, located and designed to attract a high volume of walk-in

customers, and the non-store retailers, who reach out to the customers at their homes or offices.

It was only in the year 2000 that the economists put a figure to it: Rs.400, 000crore (1crore = 10

million) which is expected to develop to around Rs.800, 000crore by the year 2005 an annual

increase of 20 per cent. Retailing in India is unorganized with poor supply chain management

perspective. According to a recent survey by some of the retail consulting bodies, an

overwhelming proportion of the Rs.400, 000crore retail markets are UNORGANISED. In fact,

8/8/2019 BB Project

9/75

9

only a Rs. 20,000crore segment of the market is organized. As much as 96 per cent of the 5

million-plus outlets are smaller than 500 square feet area. This means that India per capita

retailing space is about 2 square feet (compared to 16 square feet in the United States). India's

per capita retailing space is thus the lowest in the world (source: KSA Technopak (I) Pvt Ltd, the

India operation of the US-based Kurt Salmon Associates).

Currently the retail landscape is filled with Supermarket chains with over 9000 outlets all over

the country to increase to around 15000 by the 2015. The success of a couple of hyper marts

indicating the evolution of hypermarkets in the country prominent among them is Giant, Metro,

Big Bazaar models. While the average bill value at a supermarket is in the range of Rs.300 per

bill, the average bill amount at a Hypermarket is in the range of Rs.750-1000, indicating that the

model is in tune with the global models where the average spend is increasing with the shopping

experience.

Factors Affecting Retailing in India:

Various factors affect retailing in India. However, if one were to Single out the single biggest

different in the development of organized retailing in India, it would undoubtly be the cost of

real estate. The high cost of real estate in India, in spite of the fact that the per capital income is

one of the lowest in the world, makes the country a land of contradictions. In fact so exorbitant isthe cost of property in almost every town of India that it makes the very concept of organized

retailing nonviable. Obsolete rental laws have compounded the situation even further and unless

immediate and serious steps are initiated in this direction it would be fairly long before the

benefits of this concept reach the public at large.

The rampant corruption &poor implantations of taxation laws also permit a majority of the

unorganized retail fraternity with substantially large turnover to avoid paying full taxes.

There are no single factors but numerous factors which have prevented organized retailing from

taking off as it should have in India. Some of the leading factors that have restricted this growth

are as follows.

8/8/2019 BB Project

10/75

10

y High real estate costs

y Obsolete rental laws

y Lack of finance options

y High interest costs

y Unplanned cities

y Rampant corruption

y Exorbitant electricity costs

8/8/2019 BB Project

11/75

11

Company profile of Big Bazaar:

Big Bazaar is both big and a bazaar. It is unlike, say, a Wal-Mart or even a Food world. Big

Bazaar is almost an air-conditioned version of any Indian bazaar. It is a slightly orderly and

organized version of, say Chick pet for Bangalore guys or Dadar for Mumbaiites. There is a huge

crowd which can move in almost any direction. You can buy anything (pretty much everything is

available at Big Bazaar). It is not a place where you can browse through at leisure and pick up a

few things here and there. This is a place if you are serious about your shopping. And the worst

part is at the checkout counter, where the line can stretch as much as a line for a famous Ganpati

Pandal or a cricket match. Parking is a pain too.

But, the place ticks. In Hyderabad, Bangalore, NCR regions etc the outlets dont have a place for

customers to stand esp. on weekends. Customers wait outside it some before it opens in the

morning. Bombay is slightly better. Big Bazaar offers good prices-Really good prices. Prices that

tempt. Apart from simple price chopping, there are deals (2 for the price of 1 or prices reduced

on a combination etc). The perception of Big Bazaar is that it facilitates some serious savings on

grocery shopping. And it works. And make no mistake; it attracts the well heeled as much as it

attracts Raju from across the street. That has worked for Big Bazaar is that it has been able to

connect with the customers in the right manner. They had filled a need gap which was there in

the market. Apart from that, their competence in providing products at lowest prices and greatquality in an ambience much better than what the customers were used to, has also contributed to

their success.

The focus is on continuing to provide very high value for money to customers by providing

exciting offers throughout the year. It will be facilitated by constantly working on its buying and

supply chain efficiencies. Having already achieved economies of scale and size, they intend to

better their gains by opening new stores regularly.

One of the key philosophies of Mr Kishore Biyani that is highly followed is Rewrite rules,

retain values. In essence, it means they dont take anything as fixed. They are constantly on the

lookout for finding new ways and means to improve the current state of affairs. Thus, innovation

is a very important aspect of their working strategy. The other very important philosophy is that

of Indian ness. All their concepts and formats as well as the way they go about things are very

8/8/2019 BB Project

12/75

12

Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a

sense of Indianness.

This is a well articulated print advertisement campaign for Big Bazaar to highlight their unique

marketing strength, extreme low price. However, even before this idea has been exercised to

highlight a product by placing it in a stark different environment. Nevertheless, this

advertisement campaign is very well crafted out. Further, the ad is not at all confusing and it

straight way conveys the message without losing focus.

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple

lines of businesses. The company owns and manages multiple retail formats that cater to a wide

cross-section of the Indian society and is able to capture almost the entire consumption basket of

the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 4

million square feet of retail space, has over 140 stores across 32 cities in India and employs over

14,000 people. The company registered a turnover of Rs 2019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,

Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the

look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and

hygiene. This was followed by Food Bazaar, food and grocery chain and launch Central, a first

of its kind seamless mall located in the heart of major Indian cities. Some of its other formats

include, Collection i (home improvement products), E-Zone (consumer electronics), Depot

(books, music, gifts and stationary), all (fashion apparel for plus-size individuals), Shoe Factory

(footwear) and Blue Sky (fashion accessories). It has recently launched its e retailing venture,

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon

Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint

venture companies with a number of partners including French retailer Etam group, Lee Cooper,

Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group

company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next

and Guess in India.

Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple

lines of businesses. The company owns and manages multiple retail formats that cater to a wide

8/8/2019 BB Project

13/75

13

cross-section of the Indian society and is able to capture almost the entire consumption basket of

the Indian consumer. Headquartered in Mumbai ( Bombay), the company operates through 4

million square feet of retail space, has over 140 stores across 32 cities in India and employs over

14,000 people. The company registered a turnover of Rs 2019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain,

Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the

look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and

hygiene. This was followed by Food Bazaar, food and grocery chain and launch Central, a first

of its kind seamless mall located in the heart of major Indian cities. Some of it's other formats

include, Collection i (home improvement products), E-Zone (consumer electronics), Depot

(books, music, gifts and stationary), aLL (fashion apparel for plus-size individuals), Shoe

Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing

venture,

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon

Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint

venture companies with a number of partners including French retailer Etam group, Lee Cooper,

Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet Retail, a group

company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next

and Guess in India.

Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big

Bazaar scores over other stores is its value for money proposition for the Indian customers. At

Big Bazaar, you will definitely get the best products at the best prices -- thats what we

guarantee. With the ever increasing array of private labels, it has opened the doors into the world

of fashion and general merchandise including home furnishings, utensils, crockery, cutlery,

sports goods and much more at prices that will surprise you. And this is just the beginning. BigBazaar plans to add much more to complete your shopping experience.

8/8/2019 BB Project

14/75

14

Mission & Vision of the Organization

VISION

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

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 did.

We shall ensure that our positive attitude, sincerity, humility and united determination shall be

the driving force to make us successful.

CORE VALUES

Indianess: 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.

8/8/2019 BB Project

15/75

15

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature

SWOT Analysis:

Strengths:

1. In Big Bazaar we can get a large variety of goods under one roof.

2. Here good quality goods are available at reasonable prices.

3. A large percentage of customers come from the growing Indian middle class.

4. It has a good security system.

5. Good brand image.

Weakness:

1.Specific items are not consistently available

2. Low incentives are provided to the sales executives.

3. Big Bazaar is not an MNC.

Opportunities:

1 .There remains a large future scope for the retail industry in India, as incomes rise and

consumption increases

2.The opportunity for widening the business all over India because Big Bazaar opens new stores

in untapped markets, such as smaller or second tier cities such as Ludhiana, Belgaum and

Jalandhar.

3.To gain maximum market share, so that competitors can be confronted.

8/8/2019 BB Project

16/75

16

Threats

1. Competition from current Indian retail companies like Shoppers Stop, Trent, Lifestyle, Easy

day and Vishal retail ltd

2. Possible future competition from international retail companies like Wal-Mart, Carrefour,

target etc.

3 .High taxes in India suppress consumption, smaller specialty shops and informal shops are

sometimes able to avoid taxes, offering lower total prices to customers. Even because they are

not earning that much of profits compare to these big companies and they are not paying the

taxes.

Research Methodology:

Objective of the research:

To analyse the catchment area of Big Bazaar.

Secondary objectives:

1. To find out the retail scenario in Jalandhar by analysing the family income, family size,

profession, monthly shopping amount of customers.

2. To analyse the competitors of Big Bazaar i.e Vishal mega mart and Easyday.

3. To analyse the customer who is coming to Big Bazaar.

4. To find out the influence of brand image of Big Bazaar.

8/8/2019 BB Project

17/75

17

Research Design

DESCRIPTIVE RESEARCH:- Descriptive research includes surveys and facts findings

enquiries of different kinds. The major purpose of Descriptive research is the description of the

state of affairs, as it exists at present. It provides the data about the population or universe being

studied. Descriptive research is used when the objective is to provide a systematic description

that is as factual as accurate possible. In this project we have analysed the catchment area of big

Bazaar and comparison of Big Bazaar with its competitors. Therefore my research is descriptive.

Details of research:

Method Used: Survey method

Type Of survey: Interview

Instrument used: Questionnaire

Sample size: 521(In store) and 475 (out of the store)

Data used: Both Primary & Secondary

SAMPLE AREA:- Since the research is on Retail Industry so the sample area that

is covered is as follows-

PRIMARY AREA: In store customers.

SECONDARY AREA- Jalandhar city

SAMPLE DESIGN:- Simple random method

8/8/2019 BB Project

18/75

18

SOURCES OF DATA COLLECTION:- Data collected in this project is both

collected both from both primary and secondary sources of data collection which

are as follows-

PRIMARY DATA: - Interview, Questionnaire

SECONDARY DATA: - Internet, Magazines, Books, News Paper etc

8/8/2019 BB Project

19/75

19

Analysis and interpretation

Data analysis is the most indispensible and critical part of research. Data analyses were done by

the help of statistical tools so that discrepancies could be eliminated. The data was condensed

into manageable groups and tables for further analysis. The in store data interpretation of

catchment area analysis and customer profiling reveals the following results:-

1. Customers coming to Big Bazaar where from:-

Finding: - 58% customers are coming from Jalandhar as compared to the 13% from Phagwara

which is just 8kms away from the store.

14% customers coming to the store are from the rest of Punjab. These customers include the

roadway crowd presenting the feasibility of our location as our store is situated on the main

national highway no 1, also known as Grand trunk road.

Jalandhar58%

Hosharpur3%

Nawasher2%

Kupurthala2%

OOP

5%

Phagwara13%

ROP14%

N/A3%

Jalandhar

Hosharpur

Nawasher

Kupurthala

OOP

Phagwara

ROP

N/A

8/8/2019 BB Project

20/75

20

13% from phagwara is concern for us, for this purpose we need to enhance our promotional

activity in Phagwara, so that we can receive maximum percentage from this area.

2. Age group of people coming to Big Bazaar:-

Interpretation:-

39% people coming to Big Bazaar are falling in 18 to 25 year age group. This is because of

Indias largest university (LPU) which is just 3-4 kms away from store.

70% customers coming to the store are falling in 18 to 35 year age group.

26 to 30 yrs23%

31 to 35 yrs

16%

36 to 40 yrs

11%

41 to 50 yrs

6%

>50 yrs

4%

18 to 25 yrs

39%

N/A

1%

18 to 25 yrs

26 to 30 yrs

31 to 35 yrs

36 to 40 yrs41 to 50 yrs

>50 yrs

N/A

8/8/2019 BB Project

21/75

21

3. Family size of customers.

Interpretation:-

Average family size of customers who were part of our survey comes out to be 4 to 5 memebers.

Only 3% customers were having 8 members in their family.

Family Size

3 to 4

39%

5 to 6

44%

8

3%

na

3%8

3%

7

5% 8

na

8/8/2019 BB Project

22/75

22

4. Profession of respondents:-

Interpretation:-

35% respondents are doing business, and only 12% are doing Govt.job but 21% are students

which are not our permanent customers so maintaining this part of pie is foreboding for us.

Profession

Business

35%

Private

ob

22%

Student21%

Govt

ob

12%

House Wife

5%

Farmer

1%

Defense

2%

Teacher

1%

N/A

1%

Business

Private Job

Student

Govt Job

House Wife

Farmer

Defense

Teacher

N/A

8/8/2019 BB Project

23/75

23

5. Four wheeler ownership status of customers:-

Interpretation:-

Only 18% customers do not own a four wheeler, while as 75% customers own four wheeler. We

need to lower our parking fee and also we should keep our prices changing so that we can attractthese 75% customers and we can make them as our permanent customers.

7. Two wheeler ownership status:-

4 Wheelers Ownership Status

Do not own

a car

18%

more than 2cars

6%

1 car62%

2 cars

9%

na

5%

more than 2 cars

2 cars

1 car

Do not own a car

na

2 W h e e l ers O w n e d

1

4 6 %

D o n o t o w n a

2 w h e e l e rs

2 4 %

n a

1 1 %

m o r e t h a n 2

4 % 2

1 5 %

m or e than 2

2

1

D o not ow n a 2 w hee ler s

na

8/8/2019 BB Project

24/75

24

Interpretation:-

24% customers do not own a two wheeler. While as 65% had.

8.House either own or rented:-

Interpretation:-

91% customers are the owners of their house. And only 9% coming to the store were living here

on rent basis.

House T pe

Own

Ren ed

9%

N/A

1%

Own

Ren ed

N/A

8/8/2019 BB Project

25/75

25

9. Qualification of respondents:-

Interpretation:-

We should use print media for our sales promotion as 95% customers are literate.

10. Family income of customers:-

Qualification

12th

29%

Grad

37%

Er.

6%

MBA

8%

MBBS

2%

PG

13%

N/A

2%

12th

Grad

Er.

MBA

MBBS

PG

NA

Family Income

50k

5%

N/A

19%

20k to 30k

26%

50k

N/A

8/8/2019 BB Project

26/75

26

Interpretation:-

Average family income of customers is 20K to 30K.

12. Mode of conveyance used to reach the store:-

Interpretation:-

10% customers are coming here by public transport.

69% are coming here by 4 wheelers i.e by their own vehicles. This gives us profile of the

customer who is coming to our store.

This figure also indicates that our main customers are middle upper class people.

Mode Of Conveyance used to reach the store

Two

wheelers

20%

4 Wheelers

69%

Public

Transport

10%

N/A

1%

Two wheelers

4 Wheelers

Public Transport

N/A

8/8/2019 BB Project

27/75

8/8/2019 BB Project

28/75

28

13. No of members in a group who visit the store:

Interpretation:-

Average group size of customers is 3 to 4 .

14. Frequency of visit or how many times you visited Big Bazaar Jalandhar

before:-

Group Size

5

9%

N/A

12%

5

N/A

Fre qu e ncy o f Visit

Fir st Visit

5 4 %

Re p e at

Visit

4 4 %

N / A

2 %

First Visi t

Re pe atVisi t

N / A

8/8/2019 BB Project

29/75

29

Interpretation:-

44% responded that we are again either second time or third time to Big Bazaar; it indicates the

trust shown by the customers on the image of store. that is because of the brand image of big

bazaar and punch line iss se sasta aur achha kahin nahi which is building customer loyalty.

14. You shop your monthly grocery at:-

Interpretation:-

Still kirana is the main shopping place for Indian customers, as 40% customers shop at kirana

stores. This is because of the unorganised which is highly organised in the minds of customers

because of its proximity, credit facilities etc customers are going towards these stores.

27% customers shop monthly grocery at easy day, the chief competitor of our store.

Only 18% customers are going towards the first entrant in Jalandhar the vishal mega mart dying

for its survival.

Monthly Shopping at

Easyday

27%

Kirana

40%

Reliance

fresh

4%

Vishal Mega

Mart

18%

More

2%

N/A

8%

CSD

Canteen

1%

CSD CanteenEasyday

Kirana

Reliance fresh

Vishal Mega Mart

More

N/A

8/8/2019 BB Project

30/75

30

16.Have you been to easy day (Vasal tower) Jalandhar?

Interpretation:-

54% customers had been to easy day.

Easy day is our chief competitor; we need to keep watch on the activities and strategies used by

easy day for sales promotion.

18. Comparison between Big Bazaar and easy day:

Easy day is better Big Bazaar is better Both are same Not answered

Attributes

Prices 35% 24% 34% 7%

Product quality 11% 38% 44% 7%

Service quality 8% 56% 32% 4%

Staff behaviour 7% 57% 29% 7%

Staff knowledge 8% 49% 32% 4%

Store ambience 6% 63% 24% 7%

Ease of shopping 7% 64% 19% 10%

Have you been to Easy Day(hyper)

no

43%

yes

54%

na

3%

no

yes

na

8/8/2019 BB Project

31/75

31

Overall shopping

experiences

5% 74% 11% 9%

Interpretation:-

35% customers are saying that Easy day is better in terms of price as compared to 24% in Big

Bazaar.

In all other attributes like product quality, service quality, staff behiour, staff knowledge, store

ambience, ease of shopping, overall shopping experience Big Bazaar leads the table.

We should maintain this and also we should keep our prices equivalent to easy day.

Recommendations and limitations

1. Increase the variety of apparels.

2. Introduce some branded apparels as 70% people coming to our store are in 18 to 35 year

age group.

3. Keep the prices low use some strategies of Wal-mart like EDLP (everyday low

price),contests, gift vouchers,etc

4. Increase the variety of products in every section excluding food bazaar of big bazaar,

5. Attract low level customers by providing them certain benefits like by keeping products

of lower price not lower quality,

6. Enhance customer loyalty this can be done by applying 5Ps of marketing.

7. Keep employees motivated, so that they can put their 100% .

8. Use trolley system outside the store as well. So that customers can not face any difficulty

while handling/taking goods outside.

9. Install magazine stall inside the store, near exit.

10.We should keep books like novels, stories, rhymes etc in our store.

11.We should keep laptops and desktops in our store.

8/8/2019 BB Project

32/75

32

12.Provide discount on FMCG.

13.Maintain proper display to create impulse. (It is assumed that near about

70% sales comes from impulse marketing and if proper display is not

maintained impulse cannot be created).

14. Some English training for the sales executives would help them to deliver services to

English speaking customers, like NRIs

15. Promote your private labels.

16. Keep your own coffee shops in store.

17. Trim down the parking fee, as our store is located outside of city so customers coming to

store are spending near about 100 Rupees on petrol and diesel ,and he has pay extra money in

terms of parking fee. Second case is that our competitor Easy day being in the centre of city is

charging just 5 Rs, therefore we need to do the same.

Limitations of research:

Time was the major constraint, which prevented me to put in more effort.

Some people left few questions unanswered.

Some of the respondents were not ready to fill the questionnaire.

Not all the respondents were cooperative thus it was difficult to convince them for filling up

the questionnaire.

Some of the respondents might have got biased while filling up the questionnaire.

The respondents are free from all barriers so he/she can give his/her opinion

which may not be true in many occasions.We made our best efforts in conducting the

research but might have lacked somewhere because of lack of expertise in conducting such

survey based researches.

8/8/2019 BB Project

33/75

33

Bibliography:-

www.bigbazaar.com

www.retailindustry.about.com

www.indianmba.com

www.proquest.com

Books referred:-

Kotler Philip, Marketing management Eleventh Edition, Pearson Education.

Beri G.C.,Marketing Research Third Edition, Tata Mcgraw Hill.

Kotler Philip, marketing insights 80 john wiley and sons.

Magazines and journals:

Business today

4Ps

Business india

8/8/2019 BB Project

34/75

34

Annexure:i

Questionnaire: (in store Big Bazaar Jalandhar)

Name:_______________________________

Gender: ______________________________

Age Group:

18-25 26-30 31-35 36-40 41-50 >50

Address: city __________________ locality :__________________________

Phone No:_____________________

No of family members :_________________________

Profession :

Govt. Pvt. Defence Business Student Teacher Housewife

Vehicles owned :

No of cars:__________ model __________ No of two wheelers ____________ model______

Qualification:

12th

Grad. PG MBA MBBS Er. CA B. Ed

Family Income p/month:

50k

How did you came to the store?

Car ______________ 2 wheeler ______________ Public transport___________

Your visit to our store today was :

Planned Casual

8/8/2019 BB Project

35/75

35

Today you came to our store (note the No of customers if not came alone)

Alone with family__________ with friends____________

Is this your first visit to big bazaar, Jalandhar?

Yes No

If No, how many times you visited Big Bazaar Jalandhar before?

___________________________________________________________________

you shop your monthly grocery at and why?

___________________________________________________________________

Have you been to Easyday market in Jalandhar ( bada easyday at vassal mall near bus stand)?

Yes No

If yes ,then please tick mark the preferred options for:

price Big Bazaar Easy day

Product quality Big Bazaar Easy day

Service quality Big Bazaar Easy day

Staff behaviour Big Bazaar Easy day

Staff knowledge Big Bazaar Easy day

Store ambience Big bazaar Easy day

Ease of shopping Big bazaar Easy day

Overall shopping experience Big Bazaar Easy day

Was there any product which you wanted but was not available? If Yes please specify:

________________________________________________________________________

Any feedback that you would like to give us that will help us serve you better:

Thanks!!! Dated

8/8/2019 BB Project

36/75

36

Project Part ii

Out of the store (Retail Scenario in Jalandhar)

Comparison between

Big Bazaar and Vishal Mega Mart (Jalandhar)

8/8/2019 BB Project

37/75

37

An introduction to Vishal Mega Mart

Vishal Retail Ltd , an old player in the Indian retail industry, is a pioneer in

discount retailing and is focused on tier II and III cities in the country. It has astrong presence in manufacturing and retailing of readymade garments

(apparels); retailing of non-apparels and a large variety of FMCG products. The

company has pan-India presence with 119 mid-sized hypermarket format stores

as on Fab, 2010 covering about 2.6 mn sq ft retail space area. Vishal is

supported by strong manufacturing set-up in Gurgaon, Dehradun and Manesar

with a capacity of 5,000 garment pieces per day in each unit. It also has 29

warehouses located in 8 key cities in India covering over 1.1mn sq ft area.

Vishal started as a humble one store enterprise in 1986 in Kolkata (erstwhile,

Calcutta) is today a conglomerate encompassing 117 showrooms in 75 cities / 20

states. Indias first hyper-market has also been opened for the Indian consumer

by Vishal. Situated in the national capital Delhi this store boasts of the singe

largest collection of goods and commodities sold under one roof in India.

The groups prime focus is on retailing. The Vishal stores offer affordable

family fashion at prices to suit every pocket.

The groups philosophy is integration and towards this end has initiated

backward integration in the field of high fashion by setting up a state of the art

manufacturing facility to support its retail endeavours

8/8/2019 BB Project

38/75

38

Company Background:

Vishal Retail was incorporated on July 23, 2001 as Vishal Retail Private

Limited as a retailer of ready-made apparels in Kolkata in 2001. The company

has acquired the business of 'M/s The Vishal Garments' and 'M/s Vishal

Garments' in 2001. In 2003, the company has acquired the manufacturing

facilities from Vishal Fashions Private Limited a nd M/s Vishal Apparels.

Vishal is one of the old retailing groups in India. Its outlets cater to almost all

price ranges. The showrooms have over 70,000 products range which fulfils all

your household needs, and can be catered to under one roof. It is covering about

2059398 lac sq. ft . in 18 states across India. Each store gives you international

quality goods and prices hard to match. The cost benefits that are derived from

the large central purchase of goods and services are passed on to the consumer.

8/8/2019 BB Project

39/75

39

Research Methodology:-

Data collection:

The method of data collection is same as above, but here in Vishal the Data wascollected outside the store, customers who were coming out after purchase

where asked to provide feedback.

Details of research

Sample size: 118




Survey area: Vishal mega mart (BMC Chowk) & Vishal mega

mart (Model house) Jalandhar

8/8/2019 BB Project

40/75

40

Analysis and interpretation

Same statistical tools where used for data compiling and execution. The results

found where as follows:

Q.No:1:-Age group of customer:

Interpretation:

Same results were found also in Vishal as 75% customers are falling in 18 to 35

year age group, providing us the percentage of young generation attracted by the

organised retailing, therefore we need to provide them every type of benefit

which is soothing there day to day life in terms of products and services as they

are our future customers.

18-25

43%

26-30

24%

31-35

18%

36-40

12%

41-50

2%

>50

1%

18-25

26-30

31-35

36-40

41-50

>50

8/8/2019 BB Project

41/75

41

2. Address of customer (city):-

Interpretation:

91% customers are residing in Jalandhar city

Only 4% customers coming to Vishal mega mart are coming from Outside

Jalandhar i.e from Hosharpur, Nawashera, kuparthal etc.

Only 1% customers are coming from Phagwara which is just 16 km away from

Vishal mega mart Jalandhar.

Jalandhar

91%

OOP

3%

ROP

4%

K

1%

P

1%

Jalandhar

OOP

ROP

K

P

8/8/2019 BB Project

42/75

42

3. Family size of customers :

Interpretation:

Average family size of custo mers is 4-5 members.

4.Profession Of customers:

1

4%

2

5%3

9%

4

31%5

26%

6

10%

>7

10%

N/A

5%1

2

3

4

5

6

>7

N/A

Business

33%

Defence

3%

Govt

11%

Private

31%

Student

14%

N/A

8%

Business

Defence

Govt

Private

Student

N/A

8/8/2019 BB Project

43/75

43

Interpretation:

Only 14% students are coming to Vishal mega mart as compared to 21% in Big

Bazaar.

11% government service people are coming to vishal, and 31% customers are

doing private jobs.

5.Qualification of customers:

Interpretation:

Nearly 95% custo mers are literate. The percentage is same with the Big Bazaar.

12th

32%

Grad

41%

PG

10%

MBA

5%

CA

1% Er.

7%

N/A

4%

12th

Grad

PG

MBA

CA

Er.

N/A

8/8/2019 BB Project

44/75

44

6. Generally, how much amount do you spend on grocery every

month?

Interpretation:-

58% customers spend 2000 -5000 rupees on grocery per month.

14% customers spend below 2000 rupees per month on grocery.

19% customers could not answer this question because they were not sure about

the exact amount.

12000

1%

N/A

19%

12000

N/A

8/8/2019 BB Project

45/75

8/8/2019 BB Project

46/75

46

Interpretation:

78% respondents read that we know Big Bazaar has opened in Jalandhar.

22% customers said No, we dont know.

We should increase our advertising campaign so that it can reach out to masses

and classes. So t hat these 22% customers get awareness o f our Big bazaar.

9. Have you been to Big Ba zaar?

Interpretation:

67 % responded that we have not been to Big Bazaar.

37% responded that we have been to Big Bazaar.

yes

32%

No

67%

N/A

1%

yes

No

N/A

8/8/2019 BB Project

47/75

47

10. If Yes, Rate Big Bazaar on a scale of5:

Interpretation:

Among respondents only 2% reported that Big Bazaar is very good, and 28%

responded that Big Bazaar is good.

70% could not rate because they had not been to Big Bazaar.

Good

28%

Very Good

2%N/A

70%

Good

Very Good

N/A

8/8/2019 BB Project

48/75

48

11. Which store do you think is better in following attributes?

(Comparison between Big Ba zaar and Vishal mega mart )

Interpretation:

In all other attributes only price is the one in which Vishal ahead of us, as 24%

respondents responded that prices are cheap in visual mega mart as compared to

Big Bazaar. In case product quality, service quality, staff behaviour, staff

knowledge, store ambience, ease of shopping etc it was found that Big Bazaar is

better than Vishal mega mart.

Vishal mega mart is

better

Big Bazaar is better Both are same Not answered

Attributes

Prices 24% 2% 1% 72%







Overall shopping

experiences

1% 12% 14% 73%

8/8/2019 BB Project

49/75

49

Comparison between

Easy day and Big Bazaar

Easy Day (vassal mall)

and

Easy Day convenience Stores1.Mithapur

2. Urban estate phase-1

3. GTB Nagar Jalandhar

8/8/2019 BB Project

50/75

50

A brief introduction to bharti group and bharti retail Ltd.

Founded in 1976, by Sunil Bharti Mittal, Bharti has grown

from being a manufacturer of bicycle parts to one

of the largest and most respected business groups in India.

With its entrepreneurial spirit and passion to undertake business projects that are

transformational in nature, Bharti has created world-class businesses in telecom, financial

services, retail, and foods.

Bharti started its telecom services business by launching mobile services in Delhi (India) in

1995. Since then there has been no looking back and Bharti Airtel, the group's' flagship

company, has emerged as one of the top telecom companies in the world and is amongst the top

five wireless operators in the world.

Through its global telecom operations Bharti group has presence in 21 countries across Asia,

Africa and Europe - India, Sri Lanka, Bangladesh, Jersey, Guernsey, Seychelles, Burkina Faso,

Chad, Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar,

Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia.

Over the past few years, the group has diversified into emerging business areas in the fast

expanding Indian economy. With a vision to build India's finest conglomerate by 2020 the group

has forayed into the retail sector by opening retail stores in multiple formats - small and medium

- as well establishing large scale cash & carry stores to serve institutional customers and other

retailers. The group offers a complete portfolio of financial services - life insurance, general

insurance and asset management - to customers across India. Bharti also serves customers

through its fresh and processed foods business. The group has growing interests in other areas

such as telecom software, real estate, training and capacity building, and distribution of

telecom/IT products.

8/8/2019 BB Project

51/75

51

What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years

some of biggest names in international business have partnered Bharti. Currently, Singtel, IBM,

Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in telecom. Walmart is Bharti's

partner for its cash & carry venture. Axa Group is the partner for the financial services business

and Del Monte Pacific for the processed foods division.

Bharti strongly believes in giving back to the society and through its philanthropic arm the

Bharti Foundation it is reaching out to over 30,000 underprivileged children and youth in India.

Bharti Retail is a wholly owned subsidiary of Bharti Enterprises. The Company operates

easyday neighbourhood stores and compact hypermarket stores called easyday Market. Bharti

Retail provides consumers a wide range of good quality products at affordable prices. easyday

stores are a one stop shop that cater to every family's day-to-day needs. Merchandise at easyday

Market stores include apparels, home furnishings, appliances, mobile phones, meat shop, general

merchandise, fruits and vegetables among others.

Bharti Enterprises tied-up with Wal-Mart for opening a chain of retail stores all over India.

Though the retail chain store venture is yet to see the light, the two companies, in August 2007,

made a surprise statement that they have signed a wholesale cash-and-carry deal. The companies

would open 10 - 15 cash-and-carry facilities over 7 years and would employ 5,000 people. Each

store would occupy 50,000-100,000 square feet.

The other retail companies of Bharti group are Bharti Retail (Holdings) Private Limited and

Bharti Retail Resources Private Limited.

In its first phase of operations, Bharti Retail has opened 59 Easy Day stores in Punjab,

Haryana, Rajasthan, Uttar Pradesh and New Delhi. In addition, it also has launched three

compact hyper stores called Easy Day Market in Punjab. The company has deliberately focused

on north India in its first phase of operations in an effort to consolidate presence in one market,before expanding to another region. The Easy Day stores source fresh fruits and vegetables from

Bharti-Walmart. In an interesting HR innovation the stores plan to tap workforce from the likes

of cart vendors, housewives and retired personnel, by offering flexi-hour work schedules. Such

groups of persons will also be enrolled for structured training modules at the Bharti Retail

Academy In its first phase of operations, Bharti Retail has opened 59 Easy Day stores in Punjab,

8/8/2019 BB Project

52/75

52

Haryana, Rajasthan, Uttar Pradesh and New Delhi. In addition, it also has launched three

compact hyper stores called Easy Day Market in Punjab. The company has deliberately focused

on north India in its first phase of operations in an effort to consolidate presence in one market,

before expanding to another region. The Easy Day stores source fresh fruits and vegetables from

Bharti-Wal-Mart. In an interesting HR innovation the stores plan to tap workforce from the likes

of cart vendors, housewives and retired personnel, by offering flexi-hour work schedules. Such

groups of persons will also be enrolled for structured training modules at the Bharti Retail

Academy.

Research Methodology:-

The methodology used in performing and analysing this part of survey is same

as above. Here also the questionnaires were filled outside the store and from

those customers who were coming out from store only, in order to avoid any

contamination of valuable data.

Details of research

Sample size: 187




Survey area: Easy Day (vassal tower) Jalandhar

8/8/2019 BB Project

53/75

53

Data Analysis

The results of this part of research are as follows:

Q.No:

1:- Age group of respondent:

Interpretation:

Same result was found in Easy day as major portions i.e. 71% of pie were in 18-35 year age

group.

Only 14% customers coming to the store are in 36-40 year age group.

The data provided us that the young people are more eager to go for shopping, because of

standardised and systematic appeal of organised retailing. This also shows us that the

opportunities and expectations of organised retailers will keep growing in Jalandhar as it was

found in the survey that maximum percentage of both the masses and classes are interested in

purchasing goods from organised retailers.

18-25

34%

26-30

23%

31-35

15%

36-40

14%

41-50

6% >50

8%

18-25

26-30

31-35

36-40

41-50

>50

8/8/2019 BB Project

54/75

54

2: Address of the respondent:

Interpretation:

The store being in the heart of city, it attracts maximum percentage i.e. 88% of customers from

Jalandhar.

2% from out of Punjab i.e includes the people who are doing job in Jalandhar.

6% customers from Rest of Punjab.i.e from Nawasher, Gurdaspur, Hosharpur, etc

J

88%

ROP

6%

K

2%

P

1%

OOP

2%

N/A

1%

J

ROP

K

P

OOP

N/A

8/8/2019 BB Project

55/75

55

3: Family size of customer.

Average family size of customers is 4-5.

4: Profession of customer:

2

5% 3

11%

4

29%

5

20%

6

17%

>7

15%

N/A

3%

2

3

4

5

6

>7

N/A

Business

24%

defence

1%govt

7%

HW

11%

private

43%

student

12%

N/A2%

Business

defence

govt

HW

private

student

N/A

8/8/2019 BB Project

56/75

56

Interpretation:

7% customers are doing govt.jobs, it indicates that customers who are doing govt job are not

coming organised retailers, as it was also found in case of Big Bazaar and Vishal that only 7-9%

customers coming to these organised retailers are doing govt job. The fact behind this may be

that govt employees get salary after completion of month, till that they are purchasing goods

from kirana stores on credit. Second point may be the salary that govt employees are getting

lesser amount in terms of salary as compared to pvt.and business persons. Third point is that the

organised sector is just 6-7 % in India , hence the people are less aware about this industry.

In order to attract this part of market organised retailers need to enhance their image, loyalty by

promotional campaigns and also some strategies should be used at the end of month so that the

share of this part may increase.

43 % are doing private jobs.

5: Qualification of respondent/customer:

Interpretation:

97% customers are literate.

12th

32%

Grad.

38%

Er.

6%

MBA

4%

PG

17%

N/A

3%

12th

Grad.

Er.

MBA

PG

N/A

8/8/2019 BB Project

57/75

57

6: Are you aware that Big bazaar has opened in Jalandhar?

Interpretation:

Only 24% customers do not know Big Bazaar has opened in Jalandhar.

We should increase our promotional activities so that at least whole Jalandhar city can speak

about Big Bazaar or the percentage can increase to 90%.

7:H

ave you been to Big Bazaar?

Yes

75%

No

24%

N/A

1%

Yes

No

N/A

Yes

38%

No

61%

N/A

1%

Yes

No

N/A

8/8/2019 BB Project

58/75

58

Interpretation:

61% customers responded that we had not been to Big Bazaar.

While as 38% responded that we had been to Big Bazaar.

Customers were enquired about this why you are not going to Big Bazaar, maximum times the

answer was that it is far away from the city.

7: If yes, than how would you rate it on a scale of5:

Interpretation:

31% respondents reported that it is good.

2% provided that it is very good.

Good

31%

Just ok

3%Bad

1%

Very good

2%

N/A

63%

Good

Just ok

Bad

Very good

N/A

8/8/2019 BB Project

59/75

59

8: Which store do you think is better in following attributes?

Interpretation:-

23% customers responded Easy day is better in prices, as compared to meagre 1% of Big Bazaar.

Service quality, staff behaviour and also somewhat in case of overall shopping experience the

response given was same with Easy day. But about product quality and ease of shopping

customers exercised their vote towards easyday.

In case of staff knowledge, store ambience and overall shopping experience Big Bazaar leads

the table. Therefore in order to get the leading edge we need to move ahead from easy day in

prices, quality, services, staff behaviour etc so that we can gain maximum market share.


Attributes

Prices 23% 1% 13% 63%







Overall shopping

experiences

6% 7% 23% 63%

8/8/2019 BB Project

60/75

60

Easy Day convenience stores

Comparison between Big Bazaar and

Easy Day Convenience stores.Easyday convenience store Mithapur

Easyday convenience store urban-estate-1

Easyday convenience store GTB Nagar

8/8/2019 BB Project

61/75

61

Details of research:

Sample size: 172




Survey area: Easyday (Mithapur) Easyday(urban

estate) Easyday(GTB Nagar)Jalandhar.

8/8/2019 BB Project

62/75

62

Data analysis

1. Age group of customers:-

Interpretation:31% people are in 18-25 year age group.

Only 6% are in 41-50 year age group.

The case here is same as above, as the maximum percentage of chart is occupied by

people who are in age group 18-35.Therefore it again clarifies that mostly young people

are going for shopping to these retail stores.

18-25

31%

26-30

21%

31-35

19%

36-40

18%

41-50

6%>50

4%

N/A

1%

18-25

26-30

31-35

36-40

41-50

>50

N/A

8/8/2019 BB Project

63/75

63

2: Address of Respondent:

Interpretation:-

As we are talking of convenience stores, so they are receiving the 98% of customers from

Jalandhar.

1% each from rest of Punjab and out of Punjab these include the labourers, rented people

which are doing job in these localities.

3: Family size of respondents:

Jalandhar

98%

OOP

0%

ROP

1%

N/A

1%

Jalandhar

OOP

ROP

N/A

1 member

2%

2 members

4%

3 members

14%

4 members

28%5 members24%

6 members

14%

>7

12%

N/A

2%

1 member

2 members

3 members

4 members

5 members

6 members

>7

N/A

8/8/2019 BB Project

64/75

64

Interpretation:

Average family size of respondents is 4-5 members.

Only 14% customers have 6 members in their families.

Therefore keeping in view the average family size, organised retailers can provide offers

etc and can also keep inventory keeping in view the average size of the family.

4: Profession of customers:

Interpretation:

18% of pie consists of students.

35%business people,

Here again the percentage of Govt.Job doing people is just 9%, same like in Big Bazaar,

Vishal, Easyday. As i have already mentioned that this part of the market is concern for

us, efforts should be made to increase this percentage up to 30%.

Business

35%

Govt

9%

Private

30%

Student

18%

H W

7%

N/A

1%

Business

Govt

Private

Student

H W

N/A

8/8/2019 BB Project

65/75

65

5: Qualification of respondents:-

Interpretation:

Here again 95% people are literate.

6: How much amount do you spend on grocery per month?

12th

31%

Grad

39%

Er.

5%

MBA

5%

MBBS

1% PG

14%

N/A

5%

12th

Grad

Er.

MBA

MBBS

PG

N/A

8/8/2019 BB Project

66/75

8/8/2019 BB Project

67/75

67

Interpretation:

Near about 85% customers purchase monthly grocery from easy day convenience stores.

Only 6% purchase monthly grocery from Easy day and Big Bazaar.

8:Are you aware that Big Bazaar has opened in Jalandhar?

0

10

20

30

40

50

60

70

80

90

100

E E,BB E,BB,K E and K E,K,V E,Rf E,More E,V K N/A

Series1

Series2

Yes

86%

No

13%

N/A

1%

Yes

No

N/A

8/8/2019 BB Project

68/75

8/8/2019 BB Project

69/75

69

Interpretation:

5% respondents reported that Big Bazaar is just Ok.

While as 42% responded that it is good, and 3% mentioned that it is very good.

50% could not answer because they had not been to Big Bazaar.


Good

42%

Just Ok

5%Very Good

3%

N/A

50%

Good

Just Ok

Very Good

N/A


Attributes

8/8/2019 BB Project

70/75

70

Interpretation:

The results found here were same to earlier results, which we analysed in Vishal and easy day

market.

In this table we can see except Store ambience and service quality (which is not better

than easy day but is same) in all other major attributes of the table easy day is ahead of us. This

table is eye opener for us. We need to analyse the whole scenario and steps should be taken so

that we can overcome these precincts.

Prices 24% 5% 14% 57%







Overall shopping

experiences

12% 5% 26% 57%

8/8/2019 BB Project

71/75

71

Annexure:ii

Questionnaire:

(Out of store) Vishal mega mart Jalandhar)

Comparative study Retail scenario in Jalandhar

Name:_______________________________

Age Group:

18-25 26-30 31-35 36-40 41-50 >50

Address: city __________________ locality :__________________________

Phone No:_____________________

No of family members :_________________________

Profession:


Qualification:

12th

Grad. PG MBA MBBS Er. CA B. Ed

1.For how much amount did you shop today?

________________________________________

2. Generally how much do you spend on grocery every month?

12000

8/8/2019 BB Project

72/75

72

3.Where do you buy your monthly grocery from:

Kirana stores easy day Vishal others(plz specify)__________

4.Are you aware that Big Bazaar has opened in Jalandhar?

Yes No.

5.Are you aware where is it located?

Yes No if yes, where_______________________

6. Have you been there?

Yes No

7.if yes, Than how would you rate it on a scale of 5.

1.Very bad 2.Bad 3.Just OK 4.Good 5.Very Good.

Your reasons for the rating_________________________________________________


price Big Bazaar Vishal mega mart

Product quality Big Bazaar Vishal mega mart

Service quality Big Bazaar Vishal mega mart

Staff behaviour Big Bazaar Vishal mega mart

Staff knowledge Big Bazaar Vishal mega mart

Store ambience Big bazaar Vishal mega mart

Ease of shopping Big bazaar Vishal mega mart

Overall shopping experience Big Bazaar Vishal mega mart

Surveyor Name: Date: Time:

8/8/2019 BB Project

73/75

73

Annexure: iii

Questionnaire:

(Out of store) Easy day Market and its convenience stores Jalandhar)

Comparative study Retail scenario in Jalandhar

Name:_______________________________

Age Group:

18-25 26-30 31-35 36-40 41-50 >50

Address: city __________________ Locality: __________________________

Phone No:_____________________

No of family members: _________________________

Profession:


Qualification:

12th Grad. PG MBA MBBS Er. CA B. Ed

1.For how much amount did you shop today?

________________________________________

2. Generally how much do you spend on grocery every month?

12000

3. Where do you buy your monthly grocery from:

8/8/2019 BB Project

74/75

74

Kirana stores easyday Vishal others (plz specify)__________

4.Are you aware that Big Bazaar has opened in Jalandhar?

Yes No.

5. Are you aware where is it located?

Yes No if yes, where_______________________

6. Have you been there?

Yes No

7. If yes, Than how would you rate it on a scale of 5.

1. Very bad 2.Bad 3.Just OK 4.Good 5.Very Good.

Your reasons for the rating_________________________________________________


Price Big Bazaar easy day

Product quality Big Bazaar easy day

Service quality Big Bazaar easy day

Staff behaviour Big Bazaar easy day

Staff knowledge Big Bazaar easy day

Store ambience Big bazaar easy day

Ease of shopping Big bazaar easy day

Overall shopping experience Big Bazaar easy day

Surveyor Name: Date: Time:

8/8/2019 BB Project

75/75

Abbreviations

B business

BB Big Bazaar

D defence

E Easy day

EDLP Every day low prices

G Govt.

HW House wife

H Hosharpur

J Jalandhar

K kupurthala/Kirana

M more

NW Nawasher

OOP out of Punjab

P Phagwara

ROP rest of Punjab

RF reliance fresh

S Student

VM Vishal mega mart/Visual merchandising

bb project

Documents