consumer behaviour and perception towards big bazaar in chennai

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A REPORT ON CUSTOMER BEHAVIOUR AND

PERCEPTIONS TOWARDS BIG BAZAAR, CHENNAI

PROJECT REPORT

Submitted to the

SCHOOL OF MANAGEMENT

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINSTRATION

By

NISSAR MOHAMED.S

(3511010477)

Under the guidance of

Mr.R.ARIVAZHAGAN.,Asst.Professor

SRM SCHOOL OF MANAGEMENT

SRM UNIVERSITY, KATTANKULATHUR 603 203

MAY 2012

I



NISSAR MOHAMED. S

3511010477

SRM School of Management

SRM UniversitySRM Nagar, Kattankulathur - 603 203,

Kancheepuram District, Tamil Nadu.

DECLARATION

I hereby declare that the project report entitled “A REPORT ON CUSTOMER

BEHAVIOUR AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI.” submitted to

SRM School of Management in partial fulfilment of the requirement for the award of the Degree

of Master of Business Administration, is a record of the original research work done under the

supervision and guidance of Mr.R.ARIVAZHAGAN.,Asst.Professor, SRM School of

Management, SRM University, Chennai and that it has not formed the basis for the award of anydegree / associate ship / fellowship of other similar title to any candidate of any university .

Place: CHENNAI

Date: Nissar Mohamed. S

II



SRM School of Management

SRM University

SRM Nagar, Kattankulathur - 603 203,

Kancheepuram District, Tamil Nadu.

BONAFIDE CERTIFICATE

Certified that this project report titled “ A REPORT ON CUSTOMER BEHAVIOUR

AND PERCEPTIONS TOWARDS BIG BAZAAR CHENNAI” is the Bonafide work of Mr.

Nissar Mohamed.S, Reg. No: 3511010477 who carried out the research under my supervision

Certified further, that to the best of my knowledge the work reported herein does not from part of

any other project report or dissertation on the basis of which a degree or award was conferred on

an earlier occasion on this or any other candidate.

Submitted for the viva-voce examination held on -----------------------

-------------------------------- --------------------------------

Asst. Professor (Dean, MBA)

(Project Guide)

-----------------------------------------

External Examiner

III



IV

CONTENTS PAGE NO.

1 • Retailing in the Indian Sector 1

• Rise of Indian Retailing Sector 3

2 Research Design 5

• Statement of the problem 5

• Objectives of the study 5

• Need for study 5

- • Scope of the study 5

• Research methodology 6

• Limitations of study 7

• Chapter Scheme 8

3 Company Profile 9

• Corporate Mission 9

• Values 10

• Pantaloons Evolution 11

• Group Companies 11

• Big Bazaar 11

• Retailing Principles 12

4 Data Analysis And Interpretation 13-43

5 Summary Of Findings 43

6 Suggestions 45

• Conclusion 47

Bibliography

Annexure



V

LIST OF TABLES

SL. NO. TABLE NO. TITLE PAGE NO.

1 4.1. Frequency Of Visit 13

2 4.2 Preference Of Shopping Days 14

3 4.3 Preference Of Shopping Time 16

4 4.4 Accompanied By 17

5 4.5 Source Of Knowledge 19

6 4.6 Customer Perception Towards Big Bazaar 20

7 4.7 Customer Expectation 22

8 4.7.1 Customer Expectation (Age) 23

9 4.7.2 Customer Expectation (Gender) 24

10 4.8 Product Satisfaction 26

11 4.9 Product Location 27

12 4.10 Helpful Signage 28

13 4.11 Customer Perception Towards Price 29

14 4.11.1 Customer Perception Towards Price (Age) 31

15 4.11.2 Customer Perception Towards Price

(Gender)

32

16 4.12 Awareness Of Promotional Offers 33

17 4.13 Advantage Of Promotional Offers 34

18 4.14 Customer Perception 35

19 4.14.1 Customer Perception (Age) 37



VI

20 4.14.2 Customer Perception (Gender) 38

21 4.15 Age 40

22 4.16 Gender 41

23 4.17 Marital Status 41

24 4.18 Monthly Family Income 42

25 5.1 Customer Expectation And Customer

Satisfaction

43



VII

LIST OF CHARTS

SL. CHART TITLE PAGE

1 1 Frequency Of Visit 14

2 2 Preference Of Shopping Days 15

3 3 Preference Of Shopping Time 17

4 4 Accompanied By 18

5 5 Source Of Knowledge 20

6 6 Customer Perception Towards Big Bazaar 21

7 7 Customer Expectation 23

8 7.1 Customer Expectation (Age) 24

9 7.2 Customer Expectation (Gender) 25

10 8 Product Satisfaction 27

11 9 Product Location 28

12 10 Helpful Signage 29

13 11 Customer Perception Towards Price 30

14 11.1 Customer Perception Towards Price (Age) 32

15 11.2 Customer Perception Towards Price (Gender) 33

16 12 Awareness Of Promotional Offers 3419 14 Customer Perception 36

20 14.1 Customer Perception (Age) 38

21 14.2 Customer Perception (Gender) 39

22 15 Age 40

23 17 Marital Status 42

24 18 Monthly Family Income 43

25 19 Customer Expectation And CustomerSatisfaction

44



VIII

RETAILING IN THE INDIAN SCENARIO

Defining a new consumer culture, retailing beats everything else hollow. Though

still at a nascent stage, the rate at which retail outlets are mushrooming could give an

amoeba a complex. From supermarkets and hypermarkets to department stores and

convenience stores and one-stop shops, a retailing wave is currently on in the country.

And from food to music and apparel to tea and coffee bars, companies of all hues are

indulging in retail speak.

Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253

crore today, with a potential to expand to Rs 235,000 crore by 2015.

The Indian consumer initially accepted everything that was offered to them but

from the nineties the trend changed and the market became more consumers driven.

Consumers became more specific about what they wanted and did not pick up anything

and everything that was given to them. In shot they became very choosy and needed

alternatives to choose from. These in turn made the Indian consumers more

knowledgeable about the products and facilities and they have now become tough

critics, savvy, purchasers, value driven spenders and practical thinkers when it comes

to shopping. The demand for their time at work and home has made the consumersextremely selective about how they would spend their limited time on shopping.

The rate of growth in India has gradually picked up in the last two decades.

Growth prospects apart, India's very size acts as the fourth largest economy in the

world. It is also the second most populous nation in the world. This clearly indicates that

within the broad picture of a developing nation, there are segments to represent big

enough to represent large markets for organized retail.

Due to the increasing demand of consumers for variety and convenience under

one single roof and the concept of shopping malls started taking shape in India. Though



IX

the concept of shopping malls came from the west, when it was introduced in India is

was according to Indian taste and preferences.

Shopper's stop was the first Shopping mall to start in India. It was promoted by

Mr.K.Raheja , a prominent Mumbai-based builder, opened the first outlet in Andheri,Mumbai in 1991, initially it underwent a fair share of growing pains but slowly it caught

on and has now been very well excepted by the masses.

In India there are a number of large towns and the population in these towns is

also very high. This acts as a very important factor to attract the large retailers in

venturing into these towns. In the ascending traffic congestion levels, the net result is

over crowded towns and parking hassles, One-stop shops have become the places of

choice in such a scenario. There has been an explosion of branded goods as a corollary

to the receptive conditions created by The new trend; For example: In the eighties there

was only one brand of salt available in the Indian market but today there are many

brands that are available. Garments, cosmetics, shoes, etc are no way different as a

number of brands have entered into the market.

Indian Retailing - On to Generation Mall:

The changing structure of the industry is in response to global forces. There is a

perspective of the existing opportunities and the future potential areas across various

segments of the retail industry. While this sector hasn't yet been thrown open to foreign

investments, the potential for the same in the future is huge. Technology is playing an

increasingly crucial role for the success of a retail venture. Retailers are scrambling to

tap the vast consumer information at their disposal using technological advancements.

The section on such initiatives in the Indian retail scenario is a must for any potential

entrant and for majors in the software industry wanting to tap the potential in thisindustry.



RISE OF INDIAN RETAIL SECTOR

Traditional retailing continues to be the major form of retail system contributing toover 97% of total retail

revenues. Indian retail

market is in a transition

phase with a fast paced shift

towards organized retail

which is predicted to capture

15-20% market share by

2012. Initially organized retail

stores made their entry

through metro cities. But with

the increased spending

capacities of consumers in

tier-2 cities, the new retail stores are entering smaller upcoming cities.

There are only a handful of companies with a retail background. Most new

entrants to the Indian retail scene are real estate groups who see their access to and

knowledge of land, location and construction as prime factors for entering the market.

Quite interestingly, the share of retail market in urban and rural India is not very skewed.

The organized retail is expected to grow at a rate of 35% in large cities because of

shortage of space, while in small towns it would grow at a rate of 50-60 per cent, where

ample land is available (NSSO and KPMG analysis ).

X



India, currently, is the hottest

retail destination. The Indian

retail sector is highly

fragmented with 95% of its

business being run by the

unorganized retailers like the

traditional family run stores

and corner stores. The

organized retail is at a very

nascent stage though

attempts are being made to

increase its proportion to 15-20% by the year 2012

bringing in a huge

opportunity for prospective

new players. “Retail

Revolution” is just beginning

in India. This presents a

unique opportunity in time to

“organized” retailers in the

western world to leverage

and scale-up in India utilizing

their well defined and proven

processes, procedures and

controls. The supply chain,

procurement systems and

understanding of global trends & fashion will enable them to succeed. According to the

research conducted by Sumitra group, from the setting up of India’s first mall in 1999,

there has been a steady proliferation of malls, a trend specially pronounced in the urban

XI



cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase

to 715 by 2015.

The mall mania has bought in a whole new breed of modern retail formats across the

country catering to every need of thevalue-seeking Indian consumer. An

average Indian would see a mall as a

perfect weekend getaway with family

offering them entertainment, leisure,

food, shopping all less than one roof.

FDI up to 51 per cent is allowed, with

prior Government approval for retail

trade in ‘Single Brand’ products with

the objective of attracting investment,

technology and global best practices

and catering to the demand for such branded goods in India (KPMG Research Group).

COMPANY PROFILE

Big Bazaar was launched in September, 2001 with the opening of its first four stores

in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are

now 152 Big Bazaar stores in 90 cities and towns across India. Big Bazaar was started

by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail India. Though

Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and

general merchandise, over the years Big Bazaar has included a wide range of products and

service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar,Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was

from Saravana Stores, a local store in T. Nagar, Chennai The stores are customized to provide

the feel of mandis and melas while offering the modern retail features like Quality, Choice and

XII



XIII

Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known

as the "Indian Walmart". On successful completion of ten years in Indian retail industry, in 2011,

Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the

earlier one: 'Isse Sasta Aur Accha Kahin Nahin'.

OPERATIONS

Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city

centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range

of categories led primarily by fashion and food products. Food Bazaar, a supermarket format was

incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in

independent locations. A typical Big Bazaar is spread across around 50,000 square feet

(4,600 m2

) of retail space. While the larger metropolises have Big Bazaar Family centersmeasuring between 75,000 square feet (7,000 m 2) and 160,000 square feet (15,000 m 2), Big

Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m 2). Big

Bazaar has the facility to purchase products online through its official web page, and offers free

shipping on some of their products.

STATEMENT OF THE PROBLEM

Understanding shopping behaviour is in shopping malls is one of the greatest

problems of the marketer. He has to fine tune his marketing mix strategies according to

the market needs. For this an in depth Analysis is necessary to understand the

shopping behaviour.

Big Bazaar one of the well-known shopping malls in the city of Chennai has a

different kind of marketing strategy as compared to others. In this background an

attempt is made to understand the marketing mix strategies of Big Bazaar from

customers' point of view.



XIV

OBJECTIVES OF THE STUDY

The study is conducted with the intention of understanding shopping behaviour of

the customers and Customers' perception about the marketing mix strategies of Big

Bazaar. The Secondary objective is to analyze Customers' preference for Big Bazaar,

Customers' expectation and satisfaction levels.

NEED FOR STUDY

Retail market has come of age and is witnessing a global trend. Chennai is one

of the cities witnessing this trend hence it attracts the attention of any researcher to

understand the shoppers behaviour and strategies of the retailer in this regard.

SCOPE OF THE STUDY

The study confines itself in understanding the customers' view point of the

marketing mix strategies of Big Bazaar in Chennai.

RESEARCH METHODOLOGY

DATA SOURCES:

1. Primary Data

Primary data is the information collected for research purpose at hand. Primary

data was collected through an interview with the help of a structured questionnaire,

which contained quires that were relevant to the purpose of the study as well as

pertinent; industry related questions. The present study questionnaire makes use of

both open ended and close ended questions.



XV

2. Secondary Data

Secondary data is the information which already exists. Secondary data is

collected from journals, magazines, books, dissertations etc. The secondary data for

this research was obtained from company profile, corporate magazines, corporatebroachers, websites, journals etc. Various books and other published matter were also

referred to for sorting, tabulating and analysing the raw data collected. Very little

research specific data was available; hence much emphasis was given to primary data.

RESEARCH APPROACH

Survey method was adopted in order to collect the primary data required for the study.

RESEARCH INSTRUMENT

Questionnaire was designed with open-end and close-end questions. The

Questionnaire was designed in such a manner so as to cater to all the areas and

aspects of the study.

SAMPLING PLAN

1. SAMPLING UNIT: A customer visiting Big Bazaar is identified as the sampling unit.

2. SAMPLING SIZE: The sampling size was 100.

3. SAMPLING PROCEDURE: Random Sampling

DATA ANALYSIS

Simple statistical tools such as averages, ranking, means etc. are used. Graphs

and charts are also used to have a better pictorial understanding.



XVI

PLAN OF ANALYSIS

The collected data has been classified, tabulated, analysed and interpreted in an

organised manner. Inferences have been drawn carefully and methodically with

supportive guidance to avoid discrepancies in the survey. Conclusions have been

drawn and suggestions have been made to the best of knowledge.

All the work is done under the assumption that the data collected from the

respondents was accurate.

Throughout the survey and throughout the time the report was prepared, errors

and mistakes have been made minimal despite the knowledge o the fact that with a

sample size of 100, various hindrances are bound to occur.

Utmost care has been taken while preparing this report to see that it can be

clearly understood by the reader as well as beneficial to the company.

LIMITATIONS OF STUDY

Some of the limitations of this study are:

Due to geographic constraint the study was limited to Chennai City. It is assumed that the respondents understood the questions in the

questionnaires as they were supposed to. The chances of misunderstanding

were remote but it cannot be ruled out.

It is assumed that the information given by the respondents is true as per their

knowledge and hence the chances of biased information is remote but definitely

cannot be ruled out.

Due to the limited number of respondents, the finding may not be the same for

the whole population.



XVII

Incorporated in October 1987, Pantaloons ranks amongst the top five retailers in

India.

Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Man's

Wear Private Limited under the stewardship of Mr. Kishore Biyani. The Company wasconverted into a public limited company on September 20, 1991 and on September 25,

1992 the name was changed to Pantaloon Fashions (India) Limited and the same time it

went public and today it has approximately 14,000 shareholders. It later changed its

name to Pantaloon Retail (India) Limited on 7th July 1999.

From a humble beginning in 1987, Pantaloon as today evolved as a leading

manufacturer-retailer in the country with 12 Pantaloon stores and 6 hypermarkets

operational across the country. It has been a remarkable journey for PRIL as its evolved

from a manufacturing to a completely integrated player controlling the entire value

chain.

CORPORATE MISSION

"We share the vision and belief that by improving our performance through

innovative spirit and dedication, we shall serve our customers and stakeholders

satisfactorily."

PRIL believes that unconventional and innovative thinking will be the key ingredients to

attain leadership in the emerging retail sector where the rules of the game are still

evolving. Whereas serving the customers satisfactorily is the core focus, the company

also believes in adequately rewarding its shareholders though concerted efforts on

reducing cost and improving profitability. To implement the corporate mission, PRIL has

penned a well thought of corporate strategy and policy which will ensure rapid growth in

the coming years. This strategy can be best described in the following words 'Rewrite

Rules Retain Values'.



XVIII

Blending Strategies

To targeting a higher share in customer shopping basket the company has

adopted blending strategies. By entering into multiple formats - departmental stores and

hypermarkets - PRIL has effectively blended the multiple strategies and they have beensuccessful in addressing a high share of the customer's basket.

'Family focus' rather than 'individual focus'

PRIL strategy is to target family as its customer rather than individual. With

audience having social ethics and culture deeply rooted in them, adopting the pull

strategy has brought in more customers into the stores. Moreover, it ensures repeat

purchase and this is always in focus and is reflected in all its communications andproduct offerings.

Paradigm shift in " rapid roll-out'

The company has aggressive growth plan to achieve scale of economy and

attain leadership position in this evolving industry. PRIL's ability to evolve from mid-

format into large format retail stores is well proven. With aggressive growth plan the

company has identified many locations across the country to roll out future stores. The

company plans to increase the retail space under control to more than 1 million square

feet over the next 3 years to emerge 'Godzilla' of the Indian retail industry.

VALUES

Though unconventional in redefining the ways of doing business, PRIL has not

sacrificed on its core values. It believes in retain its core values while redefining

business rules.



XIX

Indian-Ness

The core value of company is INDIAN-NESS. We believe in ourselves. The

company is developing the Indian model of retailing since the customers here have

unique culture and value systems and hence it targets the family as customer ratherthan Individual and offers products of Indian taste, and a combination of own category

and shop-in-shop category and hence was born “the retailer partnering with small time

shop keeper” concept.

Some of the major milestone achieved by the company in its life span of 14 years is

enumerated below:

MAJOR MILESTONESCOMPANY INCORPORATED 1987-88

THE PANTALOON TROUSER - India's first formal trouser

brand launched

1987-88

BARE - Indian Jean brand launched 1989-90

JOHN MILLER- Shirt inspired by America - Formal shirt in

popular segment launched

1993-94

Distribution of branded garments through multi-brand retail

outlets across nation and exports of garments

1993-94

THE PANTALOON SHOPPEE - Exclusive menswear store

in franchisee format launched across nation

1993-94

PANTALOONS - India's Family Store launched 1997-98

BIG BAZAAR - Isse se sasta aur acha kahi nahi! - Indian

Hypermarket launched

2001-02

FOOD BAZAAR - Ab Ghar Chalaana Kitna Aasaan - chain

of large supermarkets with a difference.

2001-02

GOLD BAZAAR - Sone pe suhaga. Shudh bhi, sasta bhi 2003



XX

BIG BAZAR

Big bazaar is the hypermarket discount store imitative of the company

commissioned to address the discount and bargain hunting tendencies of the Indian

shopper. Big Bazaar chain houses everything that one may need in house, under oneroof, at the lowest prices. It sells all items either branded or unbranded. This includes

clothing, apparel, home textiles & furnishing, white goods, provisions; etc. The

merchandise will either be a part of Big Bazaar goods or will be a part of the shop-in-

shop. Big Bazaar, Pantaloon promises 'more for less', addressing a wider range of

product lines which are of interest to the mass market. The high service levels, good

ambience and implicit guarantees make shopping at Big Bazaar a worry-free

experience. Essentially this hypermarket concept is well on its way to changing the very

face of the Indian retailing industry.

Products available a Big Bazaar:

Apparel and Accessories for Men, Women and Children, Sarees, Linens,

Baby Accessories, Cosmetics, Crockery, Dress Materials Suiting & Shirting,

Electrical Accessories, Electronics, Footwear, Toys, Home Textiles, Home Needs,

Home Decor, Household Appliances, Household Plastics, Utensils & Utilities, Hardware,

Stationery, Luggage, Fruits and vegetables.



XXI

RETAILING PRINCIPLES

• To define the core customer and merchandise for the store, its price points, its

assortments and presentation of sales for that target group.

• To have consistency of quality in every merchandise of the store i.e. same tasteand rice points for every merchandise.

• To always have a unique and exclusive merchandise to differentiate itself from its

competitors.

• To give value for money to the customers.

• To give publicity and to be on the top of the mind, awareness through various

promotional schemes and excitement in store this generates traffic and then

business.• To give convenience and service to our customers. M To be low cost operator in

term of cost.

• To build up successful partnerships with franchisees.

• To upgrade technologies, by way of bar-coding, computerised reordering system

and to monitor inventories, analyse the customer data base for effective

marketing.



XXII

4.1. FREQUENCY OF VISIT:

FREQUENCY

AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

RES.

Weekly Once 2 0 4,4 0 0 2.9 0

Fortnightly Once 15 9.1 15.6 15.4 28.6 7.4 31.3

Monthly Once 41 18.2 42.2 57.7 42.9 41.2 40.6

Quarterly Once 10 18.2 6.7 11.5 0 11.8 6.3

On Special Events 17 27.3 17.8 7.7 14.3 19.1 12.5

First Time 15 27.3 13.3 7.7 14.3 17.6 9.4

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents

Analyses and Inference:

Frequency of shopping also depends also upon aspects like age and gender. In

simple words what is to be purchased has a great impact on when it is to be purchased.The above table analyses the frequency of visiting Big Bazaar. Accordingly majority of

them regularly visit once a month (41%), 17% of them visit only on special occasions,

15% were either first time visitors or fortnightly visitors. Between the age groups it is

observed that the frequency of visit increases with the increase in age. Above 40yrs has

maximum frequency of visit i.e. 43% monthly and 27% fortnightly. As far as the younger

generation is concerned majority visit during special occasions (27.3%). In case of

gender the men visit more frequently except in case of fortnightly where 74% of females

visit against none in case of men. It is inferred that that most of the respondents visit big

bazaar at least once a month with middle aged men being the main visitors.



CHART-1 FREQUENCY OF VISIT

0

5

10

15

20

25

30

35

40

45

N o . o f R e s p o n d e n t s (

41.240.6

7.4

31.3

XXIII

2.9

0

11.8

6.3

19.1

12.5

17.6

9.4

WeeklyOnce

FortnightlyOnce

MonthlyOnce

QuarterlyOnce

First Time

Frequency of Visit

Male Female

4.2. PREFERENCE OF SHOPPING DAYS:

PREFERENCE OF NO.OF AGE % GENDER %

SHOPPING DAYS

<20 20-30 30-40 40< MALE FE MALE

Weekdays 8 9.1 0 23.1 0 5.9 12.5

Weekends 51 40.9 62.2 38.5 57.1 54.4 43.8

Anytime 41 50 37.8 38.5 42.9 39.7 43.8

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents




Different individuals prefer to shop on different days. To support the statement

the above table analyses the frequency of shopping day based on the preference of the

respondents. Accordingly majority of them prefer to shop during weekends (51%),followed by 41% not having any fixed day and are comfortable to shop on any day and

8% of the respondents prefer to shop on weekdays. Between the age groups the young

adults (20yrs-30yrs) and older generation prefer weekends over anytime. Where as

teenagers and middle aged have no shopping day preference. Between the genders the

men prefer to shop during weekends (54.4%) and the women have no shopping day

preference (43.8%). It is inferred that weekends are preferred over weekdays and

middle aged men are the main visitors.

CHART-2 PREFERENCE OF SHOPPING DAYS

22

45

26

7

0

5

10

15

20

2530

35

40

45

50

SHOPPING DAYS Weekdays Weekends Anytime

Preference

N o .

o f R e s p o n d e n

t s ( % )

SHOPPING DAYS Weekdays Weekends Anytime

XXIV



XXV

4.3. PREFERENCE OF SHOPPING TIME:

PREFERENCE NO.OF AGE % GENDER %

OF SHOPPING <20 20-30 30-40 40< MALE FEMALE

TIMEMorning 29 0 28.9 46.2 57.1 23.5 40.6

Afternoon 23 40.9 11.1 34.6 0 23.5 21.9

Evening 48 59.1 60 19.2 42.9 52.9 37.5

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


Different people have different shopping time preference. The above table

analyses the preference of shopping time of the respondents. Accordingly it can be

seen that most of the respondent prefer to shop in the evening (48%), followed by 29%

who prefer to shop in the morning and 23% in the afternoon. Between the age groups it

is observed that the respondents below 30 years i.e. teenagers and young adults prefer

to shop in the evening (around 60%), and respondents above the age of 30 prefer to

shop in the morning (46% and 57.1%). Between the males and females the table clearly

shows that men prefer to shop in the evening (52%) and the women in the morning

(40.6%). It is inferred that most of the respondents prefer to shop in the evening with

young males being the main visitors.



CHART-3 PREFERENCE OF SHOPPING TIME

22%

45%

26%

7%

< 20 20-30 30-40 40 <

4.4. ACCOMPANIED BY:

ACCOMPANIED NO.OF AGE % GENDER %

BY RES, <20 20-30 30-40 40< MALE FEMALE

Spouse 25 0 15.6 69.2 0 23.5 28.1

Parents 9 18.2 6.7 0 28.6 11.8 3.1

Children 13 0 4.4 23.1 71.4 8.8 21.9Friends 46 63.6 66.7 7.7 0 47.1 43.8Relatives 10 18.2 11.1 3.8 0 14.7 0

Alone 4 0 4.4 7.7 0 2.9 6.3

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100Res – Respondents

XXVI




The people who accompany the customer are highly influential on the customer

shopping behaviour. The above table analyses the company preferred by the

respondents. Accordingly it can be observed that most of the respondents (46%) preferto shop with friends followed by 25% of the respondents who prefer to shop with their

spouse, 13% with children and 10% and 9% of the respondents prefer to shop with

relatives and parents respectively. There are a small percentage of respondents who

preferred to shop alone (4%). On the bases of age, a high percentage of respondents

below the age of 30 prefer to shop with friends (63.6% and 66.7%), between the age

group 30-40, the respondents prefer to shop with their spouse (69.2%), whereas

respondents above the age of 40 prefer to shop with their children (71%). On the basis

of gender there is not much difference between men and women in case of spouse and

friends, but it can be seen that men prefer to shop with parents and relatives over

women who prefer to shop with children. Hence it is inferred that a high percentage of

respondents prefer to shop with friends followed by spouse in most of the cases.

CHART-4 ACCOMAPNIED BY

0

5

10

15

20

25

30

35

40

45

50

Spouse Parents Children Friends Relativ es A lone

Male Female

XXVII



XXVIII

4.5. SOURCE OF KNOWLEDGE:

SOURCE OF

KNOWLEDGE

NO.QF RES. AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

Print Ads 42 45.5 40 46.2 28.6 39.7 46.9

Hoardings 32 27.3 33.3 34.6 28.6 35.3 25

Word Of Mouth 29 36.4 28.9 15.4 57.1 30.9 25

Others 1 0 0 3.8 0 0 3.1

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


The above table analyses the source of knowledge of the respondents at Big Bazaar. It

was found that 42% of the respondents got to know about Big Bazaar through print ads,

followed by 32% who were influenced by hoarding and 26% by word of month. On the

bases of age most of the respondents below the age of 40 got to know about Big

Bazaar through print ads i.e. teenagers (45.5%) & middle age group (40% & 46.2%) and

the respondents above the age of 40 got to know about Big Bazaar by word of month

(57.1%). On the basis of genders it can be seen that more number of females (46.9)

were influenced by print ads as compared to the males (39.7%) who were more

influenced by hoardings (35.3%) as compared to females (25%). It can be inferred that

print ads is the most successful medium of advertisement for big bazaar and females

below 40 years are most influenced by it.



CHART-5 SOURCE OF KNOWLEDGE

Print Ads

Hoardings

Word Of Mouth

Others

0 10 20 30 40 50

4.6. CUSTOMER PERCEPTION TOWARDS BIG BAZAAR:

REASONS

CUSTOMER

PERCEPTION

Big Store 6

Quality 7

Value For Money 27Variety 15

Promotional Offers 11

Good 9

Provisions 4

Long Queues 3

Others 3

No Comments 15TOTAL 100

XXIX




The customers' perception is very vital for any organisation, if it is positive it is

beneficial. The above table analyses the customers' perception towards Big Bazaar.

27% of the respondents find Big Bazaar value for money, 15% are satisfied with thevariety of products, 11% are happy with the promotional offers, 9% think it is a good

store and 7% are satisfied with the quality of the products, 3% of the respondents were

unhappy with the long queues. It is inferred that the respondents have a positive image

about Big Bazaar. Most of them are satisfied with the price variety and promotional

offers, a few were not happy with the long queues at the billing section.

CHART-6 CUSTOMER PERCEPTION TOWARDS BIG BAZAR

0

5

10

15

20

25

30

B i g S t o r e

Q u a

l i t y

V a

l u e

F o r

M o n e y

V a r i e

t y

P r o m o

t i o n a

l

O f f e r s

G o o

d

P r o v

i s i o n s

L o n g

Q u e u e s

O t h e r s

N o

C o m m e n

t s

Big Store Quality Value For Money Variety

Promotional Of fers Good Provisions Long Queues

Others No Comments

XXX



XXXI

4.7. CUSTOMER EXPECTATION:

CUSTOMER EXPECTATION MEAN RANK

Price 4.2 4

Quality 4.67 1

Variety 4.34 2

Branded Products 3.75 6

Location 3.48 8

Store Layout 3.33 9

Exchange Facility 3.66 7

Staff Knowledge 3.99 5Employee Behaviour 4.34 2

Total No. Of Res. 100

Res - Respondents


People’s expectation varies from different aspects of the store. The above table

indicates the factors influencing the shopping behaviour. Accordingly quality, variety,employee behaviour and price are the most important factors (in that order) while

shopping, and store layout, location and exchange facilities are the least important

factors in that order.



CHART-7 CUSTOMER EXPECTATION

12%

14%

12%

10%10%9%

10%

11%

12%

Price Quality Variety

Br anded Pr oduc ts Loc ation Stor e Lay out

Exchange Facility Staff Know ledge Employee Behaviour

4.7.1 CUSTOMER EXPECTATION (AGE):

CUSTOMER

EXPECTATION

AGE %

<20 20-30 30-40 40<

M R M R M R M R

Price 4.2 1 4 5 4.3 4 5 1

Quality 4.2 1 4.8 1 4.9 1 5 1

Variety 4 4 4.4 2 4.5 2 4.7 4

Branded Products 3.5 9 4.2 3 3.6 7 2.6 7

Location 3.6 8 3.5 8 3.8 6 2.1 9

Store Layout 3.8 7 3.4 9 3.1 8 2.6 7

Exchange Facility 3.9 6 3.8 7 3.1 8 3.4 5

Staff Knowledge 4 4 4 5 4.2 5 3.3 6

Employee Behaviour 4.2 1 4.2 3 4.5 2 5 1Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R - rank

XXXII




The above table analyses the customer expectation on the basis of age. It is

seen that the teenagers and old people have similar preferences i.e. price, quality and

employee behaviour are the most important followed by variety and staff knowledge.Whereas among the middle aged quality, variety and employee behaviour are more

important than the price. Store layout, exchange facilities and location take a back seat

in all the age groups. It is inferred that quality, variety, employee behaviour, price and

staff knowledge are the most important factors.

CHART-4.7.1 CUSTOMER EXPECTATION (AGE)

0

1

2

3

4

5

6

P r i c e

Q u a

l i t y

V a r i e

t y

B r a n

d e

d

P r o

d u c

t s

L o c a

t i o n

S t o r e

L a y o u

t

E x c

h a n g e

F a c

i l i t y

S t a f f

K n o w

l e d g e

E m p

l o y e e

B e

h a v

i o u r

<20 20 -30 30-40 40<

XXXIII



XXXIV

4.7.2 CUSTOMER EXPECTATION (GENDER):

GENDER %

MALE FEMALE

EXPECTATION

(GENDER)

M R M R

Price 4.22 4 4.16 5

Quality 4.62 1 4.78 1

Variety 4.29 2 4.44 2

Branded Products 3.72 6 3.81 6

Location 3.35 8 3.75 7

Store Layout 3.13 9 3.75 7

Exchange Facility 3.63 7 3.72 9

Staff Knowledge 3.78 5 4.44 2

Employee Behaviour 4.29 2 4.44 2

Total No. Of Res. 68 32



The-above table analyses the customer expectation on the basis of gender.

There is not much difference in the preference of males and females in case of quality,

variety, employee behaviour and branded products. It is seen that the staff knowledge,

location and store layout are more important for females as compared males who prefer

low prices and good exchange facilities is inferred that quality, variety, employee

behaviour, price and staff knowledge 3 the most important factors.



CHART-7.2 CUSTOMER EXPECTATION (GENDER)

0

1

2

3

4

5

6

P r i c e

Q u a

l i t y

V a r i e t y

B r a n

d e d

P r o

d u c t s

L o c a

t i o n

S t o r e

L a y o u t

E x c

h a n g e

F a c

i l i t y

S t a f f

K n o w

l e d g e

E m p

l o y e e

B e

h a v

i o u r

Male Female

4.8. PRODUCT SATISFACTION:

PRODUCT NO.OF AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

SATISFACTION RES.

Yes 93 90.9 91.1 96.2 100 92.6 93.8No 7 9.1 8.9 3.8 0 7.4 6.3Total No. Of Res. 100 22 45 26 7 68 32Total % Of Res. 100 100 100 100 100 100 100Res - Respondents

XXXV




A customer becomes a loyal customer only if he is satisfied with the products.

The above table analyses the product satisfaction of the respondents at Big Bazaar.

Majority of the consumers (93%) are satisfied with the Products available at big bazaarand a small percentage (7%) are dissatisfied with the products. On the basis of age, it is

seen that the satisfaction level increases with the increase in age; it is 90% in case of

below 20 years 91%in the age group of 20-30, 96.2% in case of 30-40 and 100% in

case of 40 years and above. While analysing the genders it is seen that there is a slight

difference between the males and the females. The females are more satisfied (93.8%)

as compared to the males (92.6%). Hence it can be inferred that the products at Big

Bazaar are doing well and a high percentage of the customers are satisfied with them,

females above the age of 40 years are the most satisfied customers.

0

20

40

60

80

100

120

<20 20-30 30-40 40<

Yes No

XXXVI



XXXVII

4.9. PRODUCT LOCATION

PRODUCT NO.OF RES. AGE % GENDER %

<20 20-30 30-40 40< MALE FE MALE

LOCATION

Yes 11 18.2 4.4 19.2 0 5.9 21.9

No 89 81.8 95.6 80.8 100 94.1 78.1

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


A customer would be satisfied only if he is able to locate the product he wants to

buy.

From the above table it can be analysed that 89% of the respondents do not find it

difficult to locate a product in Big Bazaar, and only 11% face problems to find the

required product. On the basis of age the teenagers and the middle aged group (30-40)

find it more difficult to locate a product as compared to young adults and respondents

above the age of 40. On the basis of gender it can be clearly seen that the females

(21.9%) find it more difficult to locate a product as compared to males (5.9%). Hence it

can be analysed that most of the customers are satisfied by the product availability, with

males between the age of 20-30 and above 40 being the most satisfied respondents.



9.0 Product Location Chart

0

10

20

30

40

50

60

70

80

90

100

Yes No

Male Female

4.10. HELPFUL SIGNAGE:

HELPFUL NO.OF RES. AGE % GENDER %

SIGNAGE <20 20-30 30-40 40< MALE FE MALE

Yes 97 95.5 97.8 80.8 100 94.1 78.1

No 3 4.5 2.2 19.2 0 5.9 21.9

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents

XXXVIII




Helpful signage is essential in a store like Big Bazaar as it helps the customer to

locate product they need. From the above table it can be analysed that most of the

respondents (97%) are satisfied with the signage in Big Bazaar. Between the agegroups it can be seen that the satisfaction level increases with the increase in age it is

95,5% in case of teenagers and 100% in case of respondents above the age of 40,

Between the genders it is seen that the males (98.5%) are more satisfied with the

signage at Big Bazaar as compared to the females (93.8%). It is inferred that the

signage at big bazaar are helpful to most of the customers and the satisfaction level is

highest in old age groups and males.

10. Chart for Helpful Signage

0

20

40

60

80

100

MALE FE MALE

Yes No

XXXIX



XL

4.11 CUSTOMER PERCEPTION TOWARDS PRICE:

PRICE TOTAL

MEAN RANK

Provisions 2.49 1

Fruits And Vegetables 2.57 2

Crockery, Utensils, Plastic 2.63 3

Apparel 2.71 4

Total No. Of Res. 100

Res - Respondents, M - Mean, R - Rank


Price is the most important factor a customer looks for while shopping. The

above table analyses the customer perception towards the prices of various products at

Big Bazaar. Accordingly the customers find the prices very reasonable (the weighted

means are between 2.49-2.71). The price of provisions are rated the least, followed by

fruits and vegetables, then crockery, utensils and plastic and finally apparel. It is inferred

that the respondents are most satisfied with the price of provisions and least satisfiedwith the price of apparel.



10. Customer Perception towards Price

2.35

2.4

2.45

2.5

2.55

2.6

2.65

2.7

2.75

Provisions Fruits AndVegetables

Crockery,Utensils, Plastic

Apparel

Provisions Fruits And Vegetables Crockery, Utensils, Plastic Apparel

4.11.1. CUSTOMER PERCEPTION TOWARDS PRICE (AGE):

PRICE (AGE) AGE %

<20 20-30 30-40 40<

M R M R M R M RProvisions 2.55 3 2.62 2 2.38 1 1.86 1

Fruits And Vegetables 2.5 1 2.69 3 2.54 2 2.14 2

Crockery, Utensils &Plastic

2.5 1 2.71 4 2,54 2 2.86 3

Apparel 2.95 4 2.58 1 2.69 4 2.86 3

Total No. Of Res. 22 45 26 7

Res - Respondents, M - mean, R – rank

XLI




The above table analyses the customer perception towards the prices of various

products at Big Bazaar on the basis of age. It is seen that the teenagers find the prices

of fruits & vegetables and crockery, utensils & plastic most satisfactory whereas the restfind the prices of provisions most satisfactory. Most of the respondents are dissatisfied

with the prices of apparel except respondents between 20-30yrs. It is inferred that the

respondents are most satisfied with the price of provisions and least satisfied with the

price of apparel. Aver all the prices are satisfactory.

11. Customer Perception Towards Price (Age)

0

0.5

1

1.5

2

2.5

3

3.5

<20 20-30 30-40 40<

Provisions Fruits And Vegetables Crockery, Utensils & Plastic Apparel

XLII



4.11.2. CUSTOMER PERCEPTION TOWARDS PRICE (GENDER):

PRICE (GENDER) GENDER %

MALE FEMALE

M R M RProvisions 2.62 4 2.22 4

Fruits And Vegetables 2.71 2 2.28 3

Crockery, Utensils, Plastic 2.66 3 2.56 1

Apparel 2.88 1 2.34 2

Total No. Of Res. 68 32Res - Respondents


The above table analyses the customer perception towards the prices of various

products at Big Bazaar on the basis of gender. Accordingly the males are satisfied with

the prices of apparel, fruits and vegetables, crockery, utensils, plastic and provisions (in

that order) as compared to the females who find the prices of crockery, utensils &

plastic and apparel cheaper than fruits & vegetables and provisions. It is inferred that

both the genders have similar perception of the prices at Big Bazaar.

11. Customer Perception Towards Price (Gender)

0

0.5

1

1.5

2

2.5

3

3.5

Provis ions Fruits AndVegetables

Crockery,Utensils, Plastic

Apparel

XLIII

Male Female



XLIV

4.12 AWARENESS OF PROMOTIONAL OFFERS:

AWARENESS

OF

NO.OF

RES.

AGE % GENDER %

<20 20-30 30-40 40< MALE FEMALE

OFFERS

Print Ads 63 54.5 68.9 53.8 85.7 63.2 62.5

At The Store 23 22.7 17.8 38.5 0 22.1 25

Word Of Mouth 18 31.8 15.6 11.5 14.3 19.1 15.6

Total No. Of 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res - Respondents


Promotional offers are successful only when the prospective customers are

aware of them. From the above table it can be analysed that 63% of the respondents

got to know about the promotional offer at Big Bazaar through print ads. 23% of the

respondents were introduced to the offers at the store and followed by 18% by word of

month. On the basis of age most of the respondents in all age groups got to know about

the promotional offers through print ads, 38.5% of the respondents between the agegroup of 30-40 were introduced to the offers at the store. There was not much

difference on the basis of gender. Hence it can be inferred that print ads is the most

successful medium of advertising offers and discounts for big bazaar, at the store

displays also play an important role.



12. Awareness of Promotional Offers

0

10

20

30

40

50

60

70

80

90

<20 20-30 30-40 40<

Print Ads At The Store Word Of Mouth

4.13 ADVANTAGE OF PROMOTIONAL OFFERS:

ADVANTAGE OF NO.OF AGE % GENDER %

PROMOTIONAL <20 20-30 30-40 40< MALE FE MALE

OFFERS

Yes 87 100 86.7 73.1 100 91.2 78.1

No 13 0 13.3 26.9 0 8.8 21.9

Total No. Of Res. 100 22 45 26 7 68 32

Total % Of Res. 100 100 100 100 100 100 100

Res – Respondents

XLV



XLVI

Analyses and Inference :

The promotional offers introduced are successful only if the customers take

advantage of them. From the above table it can be analysed that most of the

respondents (87%) take advantage of the promotional offers at Big Bazaar. A smallpercentage (13%) does not make use of the promotional offer. On the basis of age it

can be seen that teenagers and old people take full advantage of the promotional offers.

A few of the middle aged respondents do not take advantage of the promotional offers

(13.3% and 26.9%). On the basis of gender it is clearly seen that the males (91.2%)

take more advantage of the promotional offers as compared to the females (78.1%). It is

inferred that the promotional offers at Big Bazaar are doing well, the teenagers and old

people take full advantage of these offers and the males are more attracted to the

offers.

4.14 CUSTOMER PERCEPTION:

CUSTOMER PERCEPTION TOTAL

MEAN RANK

Price 3.77 1

Quality 3.61 4Variety 3.77 1

Branded Products 3.23 8

Location 3.69 3

Store Layout 3.61 4

Exchange Facility 3.37 7

Staff Knowledge 3.22 9

Employee Behaviour 3.4 6Total No. Of Res, 100

Res - Respondents




People’s perceptions and expectation from different products vary, and they are

satisfied only if they get what they want. The above table indicated the perception of the

respondents at Big Bazaar about various factors. Accordingly the respondents arehighly satisfied with the price, variety, location and quality. Whereas they are not

content with the staff knowledge, branded products, exchange facilities and employee

behaviour.

It is inferred that the respondents are satisfied with most of the factors at Big

Bazaar (since the means don't show high difference), with price, variety and location

being the most satisfactory.

14. CUSTOMER PERCEPTION Chart

2.9

3

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

Price Quality Variety

Branded Products Location Store Layout

Exchange Facility Staff Knowledge Employee Behaviour

XLVII



XLVIII

4.14.1 CUSTOMER PERCEPTION (AGE):

CUSTOMER PERCEPTION AGE %

(AGE) <20 20-30 30-40 40<

M R M R M R M R

Price 4.5 1 3.4 6 3.38 5 4.86 1

Quality 3.45 4 3.8 2 3.58 2 2.57 8

Variety 3.64 3 3.7 3 3.85 1 3.86 5

Branded Products 3.45 4 3.4 8 2.81 8 3 7

Location 3.36 7 3.8 1 3.54 3 4 3

Store Layout 3.45 4 3.6 4 3.42 4 4.29 2

Exchange Facility 4 2 3.4 8 2.81 8 3.29 6

Staff Knowledge 2.86 9 3.4 6 3.15 7 3 7

Employee Behaviour 3.09 8 3.4 5 3.35 6 4 3

Total No. Of Res. 22 45 26 7



The above table analyses the customer perception on various factors at Big

Bazaar the basis of age. It is seen that the teenagers find the price, exchange facilities

and variety more satisfactory as compared to the other factors. The middle age group is

satisfied with the location, quality, variety and store layout, and old people are satisfied

with the price, store layout, employee behaviour and location as compared to the other

factor. It is inferred that people at different age levels have different priorities and the

price, variety and location are the most satisfactory.



14.1 CUSTOMER PERCEPTION (AGE) Chart :

0

1

2

3

4

5

6

P r i c e

Q u a l i t y

V a r i e t y

B r a n d e d

P r o d u c t s

L o c a t i o n

S t o r e L a y o u t

E x c h a n g e

F a c i l i t y

S t a f f K n o w l e d g e

E m p l o y e e

B e h a v i o u r

<20 20-30 30-40 40<

4.14.2 CUSTOMER PERCEPTION (GENDER):

CUSTOMER PERCEPTION

(GENDER)

GENDER %

MALE FEMALE

M R M R

Price 3.65 4 4.03 1

Quality 3.68 3 3.47 7Variety 3.69 1 3.94 2

Branded Products 3.29 7 3.09 9

Location 3.69 1 3.69 3

Store Layout 3.65 4 3.53 5

Exchange Facility 3.26 8 3.59 4

Staff Knowledge 3.22 9 3.22 8

Employee Behaviour 3.34 6 3.53 5Total No. Of Res. 68 32


XLIX




The above table shows the analyses of customer perception on various factors at

Big Bazaar on the basis of gender. It is seen that the males are most satisfied with the

variety, location, quality and price (in that order) as compared to the females who arehighly satisfied with the price, variety, location and exchange facilities. It is inferred that

price, variety and location are the most satisfactory factors in both the genders.

14.2 Customer Perception Gender Chart:

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Price Variety Location ExchangeFacility

EmployeeBehaviour

Male Female

4.15 AGE:

AGE NO. OF RESPONDENTS % OF RESPONDENTS

BELOW 20 22 22

20-30 45 45

30-40 26 26

40 AND ABOVE 7 7TOTAL 100 100

L




The above table analyses the age of the respondents at big bazaar. 45% of the

respondents are between the age of 20yrs-30yrs, 26% fall in 30yrs-40yrs bracket, 22%

are teenagers, and 7% of the respondents are 40yrs and above. It is inferred that therespondents are not evenly distributed on the basis of age and a high percentage of the

respondents are in the 20yr-30yrs age group.

15. Chart for AGE

0

5

10

15

20

25

3035

40

45

BELOW 20 20-30 30-40 40 AND ABOVE

BELOW 20 20-30 30-40 40 AND ABOVE

4.16. GENDER:

NO. OF RESPONDENTS % OF

RESPONDENTSGENDER

MALE 68 68

FEMALE 32 32

TOTAL 100 100

LI



LII


The above table analyses the gender wise classification of the respondents at

Big Bazaar. It is seen that 68% of the respondents are males and 32% are females.

It is inferred that the survey group was not distributed evenly on the bases of gender

and there were more males as compared to females.

MARITAL STATUS:

MARITAL STATUS NO. OF RESPONDENTS

%OF RESPONDENTS

MARRIED 42 42SINGLE 58 58

TOTAL 100 100


The above table analyses the marital status of the respondents at Big Bazaar. Itis seen that 42% of the respondents are marries and 58% are single. It is inferred that

the survey group was evenly distributed on the bases of marital status.



17. Marit al Status

42%

58%

MARRIED SINGLE

4.17. MONTHLY FAMILY INCOME:MONTHLY FAMILY NO. OF % OF

INCOME RESPONDENTS RESPONDENTS

< 10000 9 9

10001-20000 18 18

20001-30000 28 28

30001 < 45 45TOTAL 100 100


The above table analyses the monthly family income of the respondents at big

bazaar.

45% of the respondents have a monthly family income of Rs. 30000 and above, 28%

fall in Rs.20001-Rs.30000 bracket, 18% in Rs.iOOOl-Rs.20000, and 9% of therespondents below Rs. 10000. It is inferred that the respondents are not evenly

distributed on the basis of monthly family income and a high percentage of the

respondents have a family income of 30000 and above.

LIII



18. Monthly Family Income Chart

20%

31%

49%

10001-20000 20001-30000 30001 <

1. Comparison between Customer Expectation Customer Satisfaction:

5.1. Customer Expectation and Customer Satisfaction:

FACTORS Customer Customer Status

Price 4 1 Highly Satisfied

Quality 1 4 Dissatisfied

Variety 2 1 Satisfied

Branded Products 6 8 DissatisfiedLocation 8 3 Highly Satisfied

Store Layout 9 4 Highly Satisfied

Exchange Facility 7 7 Equilibrium

Staff Knowledge 5 9 Highly Dissatisfied

Employee 2 6 Highly Dissatisfied

LIV



FINDINGS

It was found that the respondents are highly satisfied with respect to price,

location and store layout; They are satisfied with the variety of products and the

exchange facilities; they are dissatisfied with the quality and availability of branded

products; and highly dissatisfied with staff knowledge and employee behaviour. Today

the consumer looks beyond price as it can be seen that price is rated 4, other factors

such as quality, employee knowledge and behaviour, variety have become more

important. Big Bazaar is successful in satisfying its customers with low prices, good

location and variety of products but the quality & employee knowledge and behaviour

are not very satisfactory.

0

1

2

3

4

5

6

7

8

9

10

P r i c e

Q u a

l i t y

V a r i e

t y

B r a n

d e

d

P r o

d u c

t s

L o c a

t i o n

S t o r e

L a y o u

t

E x c

h a n g e

F a c

i l i t y

S t a f f K n o w

l e d g e

E m p

l o y e e

B e

h a v

i o u r

Customer Expectation Customer Satisfaction

LV



LVI

1. Most of the respondents visit big bazaar at least once a month, with

Middle- aged men being the main visitors.

2. Weekends are preferred over weekdays, with middle aged men being most

comfortable wit this time.3. Most of the respondents prefer to shop in the evening, with young males

preferring this time over the others.

4. A high percentage of respondents prefer to shop with friends followed by spouse

in most of the cases. It was also seen that age plays an important role in deciding

the company for shopping.

5. Print ads are the most successful medium through which people were aware of

Big Bazaar, and females below 40 years are most influenced by it.

6. Respondents have a positive image about Big Bazaar. Most of them are satisfied

with the price, variety and promotional offers, a few were not happy with the long

queues at the billing section.

7. The products at Big Bazaar are doing well and a high percentage of the

customers are satisfied with them, females above the age of 40 years are the

most satisfied customers.

8. Most of the customers are satisfied by the product availability, with males

between the age of 20-30 and above 40 being the most satisfied respondents.

9. The signage at big bazaar is helpful to most of the customers and the satisfaction

level is highest in old age groups and males.

10. The respondents are most satisfied with the price of provisions and least

satisfied with the price of apparel. Over all the prices are satisfactory.

11. Print ads is the most successful medium of advertising offers and discounts for

big bazaar, at the store displays also play an important role.

12. The promotional offers at Big Bazaar are doing well, the teenagers and oldpeople take full advantage of these offers and the males are more attracted to

the offers.

13. High percentages of the respondents are in the 20yrs-30yrs age group.



LVII

14. On The bases of gender there were more males as compared to females.

15. The survey group was evenly distributed on the bases of marital status.

16. Majority of the respondents have a monthly family income of above 30000, which

means that upper middle class is also targeted.

SUGGESTIONS

The marketing mix of Big Bazaar could be more concentrated on the apparel

section, as it is comparatively less satisfactory with. The provision section is already

doing well and gaining customers through word of mouth publicity; hence during

promotions the apparel section could be more highlighted. Branded and designer labels

could also be introduced. In general Big Bazaar is positioned as a low priced and good

quality store. But it is only the low price which has clicked with the customers i.e. theconsumer regards Big Bazaar as a store for reasonable price and not good quality;

hence efforts must be made to improve the perception of the consumers regarding the

quality of the products.

During the peak hours (weekends & evenings) the customers face problems due

to less billing counters and less number of employees to attend to them, hence increase

in the number of billing counters and sales person during peak hours is recommended.

In general the store layout is satisfactory, but in certain places it is congested and the

products are not placed properly due to this a few products go unnoticed, hence a more

spacious an well planned store layout is recommended.

Most of the customers are introduced to the discounts only after they visit the

store, hence during advertisements the discounts should be highlighted and efforts must

be made to make them known to the prospective buyers.

The employees have an upper hand in what the customers buy and what they

perceive about the store. It was seen that a high percentage of the respondents are not

satisfied with the employee knowledge and their behaviour. Employees should be



LVIII

trained well and they should have complete knowledge about the products and the

promotional offers running in the store. This could be done by introducing

communication workshops; awards such as employee of the year could also be

introduced. The employees should be more patient, helpful and customer friendly.



LIX

CONCLUSION

The purchasing power of the consumer has also increased; giving rise to hiswants and needs. It is over here that big retail chains such as Big Bazaar come into

picture satisfying various consumer needs under one roof.

From the survey conducted on the customers' perception towards the marketing

mix of Big Bazaar the following can be concluded regarding the P's:

The customers are highly satisfied with the variety and of products, but at the

same time they are not very happy with the quality and availability of branded products.

Big Bazaar has definitely succeeded in keeping up its image of a value for money

store, as its price has been rated positively. The promotions are not hitting the target.

Although Big Bazaar has been promoting their offers, most of the customers are

introduced to these only at the store.

Customers are delighted with the location of Big Bazaar as it is located in the

most intensely populated area of Chennai.

Big Bazaar has been successful in keeping up its promise of providing value formoney goods, but today customers look beyond price, such as quality, employee

behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these

yields.



LX

BIBLIOGRAPHY

Marketing Management

- Philip Kotler

Consumer Behaviour

- Leon G. C. Schiffman

- Leslie Lazar Kanuk

WEBSITES

www.pantaloon.com

www.google.com

www.altavista.com

NEWSPAPER

Times of India

Business Times- The Strategist

MAGAZINES

Business Today



LXI

QUESTIONNAIRE

Dear Customer,

We would be obliged if you could fill the following details to the best of

your knowledge.

1. How often do you visit BIG BAZAAR:

( ) weekly once, ( ) fortnightly once, ( ) monthly once,

( ) quarterly once, ( ) during special events, ( ) first time.

2. When do you shop at BIG BAZAAR:

( ) weekdays, ( ) weekends,( ) anytime,

3. You prefer to shop in the: ( ) morning, ( ) afternoon, ( ) evening.

4. Usually you shop with: ( ) spouse, ( ) parents, ( ) children, ( )

friends, ( ) relatives, ( ) alone.

5 How did you come to know about BIG BAZAAR: ( ) print ads, ( )



LXII

hoarding,( ) word of mouth, others_________________________

5. What comes to your mind when you think of BIG BAZAAR:

7. How important are the following factors while shopping: 1-not at all important, 5-very

important.

RATING 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE LAYOUT

EXCHANGE FACILITY

STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

8. Are you satisfied with the products available a BIG BAZAAR:

( ) yes, ( ) no, if no reasons:____________________

9. Do you find it difficult to locate a product that you need:

( ) yes, ( ) no, if yes reasons_________________

10. Is the signage in the store helpful: ( ) yes, ( ) no, if no reasons:



LXIII

11. What do you think about the prices at BIG BAZAAR:RATINGS VERY

LOW

LOW

SAME AS

OTHERS

HIGH VERY

HIGH

PROVISIONS

FRUITS AND VEGTABLES

CROCKERY, UTENSILS &

PLASTIC APPAREL

12. How did you come t know about the promotional offers at BIG BAZAAR:

( ) print ads, at the store, word of mouth, others:_________________

13. Do you take advantage of the promotional offers at BIG BAZAAR:

( ) yes, ( ) no, if no reasons:_______________________

14. How satisfied are you regarding the following factors at

BIG BAZAAR: 1-highly dissatisfied, 5- highly satisfied.

RATINGS 1 2 3 4 5

PRICE

QUALITY

VARIETY

BRANDED PRODUCTS

LOCTION

STORE

EXCHANGE FACILITY



STAFF KNOWLEDGE

EMPLOYEE BEHAVIOUR

Problems/suggestions:_

15. Name: _____________________________

16. Age: ( ) below 20 yrs, ( ) 20-30 yrs, 30-40 yrs, 40 and above.

17. Gender: ( ) male, ( ) female

18. Marital status: ( ) married, ( ) single

19. Monthly family income (Rs):( ) below 10000, ( ) 10001-20000, ( ) 20001-30000, (

) 30001 and above.

consumer behaviour and perception towards big bazaar in chennai

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