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SUMMER TRAINING PROJECT ON

BIG BAZAAR

INTERNATIONAL SCOOL OF BUSINESS AND MEDIA

NOIDA

SUBMITTED BY:-

GURPREET SINGH LAMBA

PGPBM 2008-2010

NO8BM062

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ACKNOWLEDGMENT

I take this opportunity to express my gratitude to the people who have been instrumental in

the successful completion of this project.

. I would like to thankProf. Hari Srivasatava, , PGPBM(Retail) International School of

Business & Media , Noida for his support.

This project is the outcome of the splendid guidance extended to me by my corporate

guide, Mr. Sarvesh Srivastava. The guidance of Mr.Amrit Prasad and Hemant

Srivastava as well as the department managers has all its importance for the successful

completion of this project.Before concluding it would be wrong on my side if I miss to pass my thanks to my project

partner Sanchit Lakhtakia and Nirbhay Bhadouria , who was there at every phase of this

project. At the end it is my duty to pass gratitude to all the respondents who took pain and

gave us time to fill the forms without which this research work was impossible.

I am also indebted to my parents and friends for their immense support and guidance.

All expertise belongs to them, any errors are mine.

Gurpreet Singh Lamba

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INDEX

S.N. Topic

1. Introduction

2. Weekends of big bazaar

3. Hot and Cold spot of the store

4. Customer service desk

5. Various departments in big bazaar

6. Visual merchandising

7. Man power management

8. Theft prevents

9. Offers and Promotion in big bazaar

10. Billing Process

11. Supply chain of the store

12. Project on Catchments Analysis

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INTRODUCTION

Future Group

Future Group is Indias leading business group that caters to the entire Indian consumption space.

Led by Mr. Kishore Biyani.

Apart from Pantaloon Retail, the groups presence in the retail space is complemented by

group companies, Indus League Clothing, which owns leading apparel brands likeIndigo Nation, Scullery

and Urban Yoga, and Galaxy Entertainment Limitedthat operatesBowling Co, Sports Bar, F123 and

Brew Bar.

The groups joint venture partners include French retailerETAM group, US-based

stationary products retailer, Staples and UK-based Lee Cooper. Group Company,Planet Retail, owns and

operates the franchisee of international brands likeMarks & Spencer, Next, Debenhams and Guess in

India. The groups Indian joint venture partners include, Manipal Healthcare, Jaywalkers, Blue Foods

and Liberty Shoes.

Future Capital Holdings, the groups financial arm, focuses on asset management and

consumer credit. It manages assets worth over$1 billion that are being invested in developing retail real

estate and consumer-related brands and hotels. The group has launched a consumer credit and financial

supermarket format, Future Money as well as insurance products through a joint venture with Italian

insurance major, generally together they form future generally.

The group is currently developing over 50 malls and consumption centers across the

country and has formed a joint venture company focusing on mall management with Singapore-based

Capital and, one of Asias largest property companies.

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Future Groups vision is to, deliver Everything, Everywhere, Every time to Every

Indian Consumer in the most profitable manner. The group considers Indian-nessas a core value

and its corporate credo is - Rewrite rules, Retain values.

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer marker. Headquarteredin Mumbai

(Bombay), the company operates over5 million square feetof retail space, has over350 stores across 40

cities in India and employs over18,000 people.

The companys leading formats includePantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian hypermarket chain,Food Bazaar, a supermarket chain, blends the look, touch

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

a chain of seamless destination malls. Some of its other formats include,Depot, Shoe Factory, Brand

Factory, Blue Sky, Fashion Station, all, Top 10, bazaar and Star and Sitara. The company also operates

an online portal,futurebazaar.com.

A subsidiary company,Home Solutions Retail (India) Limited, operates Home Town, a

large-format home solutions store, selling home furniture products and one mobile focused on catering to

the consumer mobile segment.

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The US-based National Retail Federation (NRF) awarded the International Retailer of

the Year Pantaloon Retail India ltd and the Emerging Market Retailer of the Year at the World Retail

Congress held inBarcelona.

Pantaloon Retail is the flagship company of Future Group, a business group catering the

entire Indian consumption space.

OWN

-Pantaloon -Central-Big Bazaar -Food Bazaar

-Fashion Station -All

-Loot mart -Blue Sky

-Depot - Books, Stationery & music -One Mobile - Communications

-Star & Sitara -E-tailing

-Chamosa -Home Solutions Reta

P a n t aC e nA LR e f lB l u e

L i f e s t

G a l a x y E n

L e i s u r

E n t e r t a

F o o dB i g BF a s h i o n

V a l u e

C h a

R e s t a u

F o o d B

M e

H o m

S o l u t i

R e t a

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BIG BAZAAR

Format = Hyper Market

Big Bazaar is a hyper market where customers can get most of the things of their daily

need. There are different section for different type of merchandise category like Food Bazaar, clothing

and accessories, Home Linen, Footwear, Depot, communication etc. The backbone of big bazaar isfood

bazaar. Food bazaar is having highest footfall which indirectly helps in increasing the sale of other

sections.

Big Bazaaris both bigand a bazaar. It is unlike, say, a Wal-Mart or even a Food world.

Big Bazaar is almost an air-conditioned version of anyIndian bazaar. There is a huge footfall which can

move in almost any direction. You can buy anything (pretty much everything is available at Big Bazaar).

This is a place if you are serious about your shopping. Sometimes at the checkout counters, the line can

stretch as much as a line for a famousganpati pandalor a cricket match. 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 Mr. X as much as it attracts Raju from across the street.

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About Kanpur Big Bazaar

Location:

Big Bazaar Kanpur is located in Rave@Moti Mall, Plot No.117/k/13, Gutaiya,

Kanpur - 208005 (U.P.).

Store Area:

Ground Floor (Carpet area 14235.2 Sq.ft; Chargeable Area 17081 Sq.ft)

First Floor (Carpet area 15206 Sq.ft; Chargeable Area 18247 Sq.ft)

Total Carpet Area 29441 Sq.ft; Total Chargeable Area 35329 Sq.ft

Catchments areas:

-Sarvodaya Nagar -Pandu Nagar

-Swaroop Nagar -Govind Nagar

-Kaka Dev -Arya Nagar

-Gumti No.5 -Geeta Nagar

-Kidwai Nagar -Kalyanpur

-Awadhpuri -Shastri Nagar

-Vijay Nagar -Sharda Nagar

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mailto:Rave@Motimailto:Rave@Moti


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WEEKENDS OF BIG BAZAAR

Saturdays and Sundays

In weekends footfall is very high and conversion rate too but because of high footfalls store

gets very crowded and most of the time these big days leaves so many dissatisfied customers and loose

potential sales.

In every weekend there are several cases in which customers complaints regarding billing

problems, sales staff and management are not able to assist. Most of the time customers get very

aggressive and not able to be controlled by staff just because of bad treatment and bad services and no pre

planning for the holidays and selling seasons.

Shortage of manpower and inefficient sales force creates big problems on weekends.

Sometimes customers have to wait for more than half an hour to be assist by sales staff. Things can be

changed and become much better if Planning for the holidays and selling season will be done in advance

and it will give more time, greater flexibility and happier customers later.

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HOT AND COLD SPOTS OF BIG BAZAAR

Hot Spot:Mens apparels and Ladies apparels are the hot spots of the store because Mens section is

in front of the entrance. When customers enter in to the store he\she has to pass through these sections,

which increases the chances of sale in these sections.

Cold Spot:

Depot section is the cold space of the store as customers do not find any discount offers in this

section.

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CUSTOMER SERVICE DESK

Signage's

Its a place where customers can get the knowledge of the store and also make their

complaints. To be competitive stores have to provide such services to their customers and especially in

hypermarkets where customers are bit price conscious. Big bazaar is providing good facilities to their

customers through the customer service desk. The staff at customer service desk is very patient and

good in customer handling. Sometimes dissatisfied customers get very aggressive and ask for cash

refund and handling such kind of customers is very challenging job which performed at customer

service desk.

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Have something to say?

Share With Us!

We welcome your feedback about our products and service.

This will help us offer you a complete shoppingexperience.

The Feedback book and forms are available at our CustomerService Desk.

You can also write to us [email protected]

Thank you for shopping with us!
mailto:[email protected]:[email protected]


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The major complaints customer makes are:

Sometimes customer dont get the current offers for which they are entitled because of lack of

awareness about the offers. So in such kind of situations customer can get credit note from

customer service desk.

Sometimes customers find the billing process quite lengthy and dont want to wait for to

long.

Sometimes cashiers scan the products 2-3 times by mistake.

Future card (ICICI) related problems.

Sometimes customer do not find the specific product in the section.

Sometimes fitting of clothes (alteration).

Sometimes for reprint of the lost bills.

Functioning of CSD

-Exchange of the Merchandise

Zero value bill- If piece to piece exchange is being done.

Credit Note- If customer wants to go for some other item apart from the one brought for exchange.

Cash refund- If customer insists for Cash refund instead of credit note, go for it after the authorization

of Head Cashier/Designated manager.

-Baggage Counter -In store announcement

-Telephone calls -Handling free gifts at store

-Home delivery -Helpline

-Gift Wrapping -Alteration

-Share with us -Correction of Bills

Book

Forms

email

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Alteration Slip

Alteration Register at Alterations Desk

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Tailor Register

Gate Pass

Gift Wrapping Register

Unclaimed Baggage Register

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Lost Token Register

PROBLEM FACED BY CUSTOMERS AT CASH TILLS

Most of the time customers leave their merchandise at billing counter and walks away. The

reason behind this is long queues at billing counters or sometimes system stops working and cashier

request to the customer to join another billing counter which is already having long queue. So sometimes

customer gets frustrated and walks away and leave the merchandise somewhere near billing counter. Such

kind of happenings makes the customers dissatisfied. But sometimes on working days store get crowded

and then customers find the billing process is very lengthy. Because of such kind of uncertain things store

is loosing the customer loyalty and also loosing their potential sale. The merchandise that customers leaves

at billing counter and walks away was potential sale which converted into loss.

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DEPARTMENTS AT BIG BAZAAR

FOOD BAZAAR

BB FASHION

BB GM HOMEWARE

BB GM FASHION COMMUNICATION

DEPOT

ELECTRONICS

SHOP IN SHOP

STAR & SITARA

FUTURE GENERALI

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FOOD BAZAARAb Ghar Chalaana Kitna Aasaan

Food Bazaar invites customers for a shopping experience, unique by its ambience. At Food

Bazaar customers can find a hitherto unseen blend of a typical Indian Bazaar and International

supermarket atmosphere.

Flagged off in April02, Food Bazaar is a chain of large supermarkets with a difference,

where the best of Western and Indian values have been put together to ensure customers satisfaction and

comfort while shopping.

The western values ofconvenience, cleanliness and hygiene are offered through pre packed

commodities and the Indian values of"See-Touch-Feel" are offered through the bazaar-like

atmosphere created by displaying staples out in the open, all at very economical and affordable prices

without any compromise on quality.

The best of everything offered with a seal of freshness and purity will definitely make

customers final buying decision a lot easier.

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DEPOT

Departments

MULTIMEDIA BOOKS

Home Video (DVDs n VCDs, Games) Children

Music (Mp3) Fiction

General

STATIONARIES Reference

Children stationeries Management

Office stationeries Periodical

Fancy stationeries Regional

Stationary books

Writing (pens, markers, highlighters) GIFTS

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MENS SECTION

: Mens Party Wear

: Mens Formals

: Mens T-Shirts

: Mens Jeans

: Mens casual

: Mens Ethnic

: Night suits

: Accessories

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BRANDS

Mens formal

Pantaloons

-Knighthood

Other Brands

-Eternity-Luis London

-Enercia

-Solitaire and sports

Mens EthnicPantaloon

-ShatranjOther brands

-Sultan-Royal Choice

Mens jeans

Pantaloon

-Dj&cOther Brands

-Ruf and tuff-Thamas

-Pinnacle

-Hammer

-Taundi

Mens Party Wear

Pantaloons

-Studio nyx

Accessories

-Under Garments

-Belts

-Socks

-Handkerchief-Shorts

Separate Levis section

-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia






-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia





Mens jeans

Pantaloon

-Dj&cOther Brands


-Pinnacle

-Hammer

-Taundi


-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia





Accessories

-Under Garments

-Belts

-Socks


Mens jeans

Pantaloon

-Dj&cOther Brands


-Pinnacle

-Hammer

-Taundi


-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia





Accessories

-Under Garments

-Belts

-Socks


Mens jeans

Pantaloon

-Dj&cOther Brands


-Pinnacle

-Hammer

-Taundi


-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia





Mens T-Shirts

Pantaloon

-Dj&c

Other Brands

-T.T Cool-Zenc

-V2 Clothing

-Fashion T-Shirts

-Dx 09

-Sprandi-Hooper-Vintage

Accessories

-Under Garments

-Belts

-Socks


Mens jeans

Pantaloon

-Dj&cOther Brands


-Pinnacle

-Hammer

-Taundi


-Signature

Mens formal

Pantaloons

-Knighthood

Other Brands


-Enercia





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Visual merchandising

What is Visual Merchandising?

Definition: Visual Merchandising is first and foremost a strategic activity that requires planning and

analysis. Visual Merchandising is arranging items for display.

General Use: Merchandise and store displays, including window dressing.

Visual Merchandising (VM) is the art of presentation, which puts the merchandise in focus. It educates

the customers, creates desire and finally augments the selling process.

Lighting

An often overlooked and underestimated tool available to retailers is store lighting. Studies show that

proper lighting can increase merchandise sales by up to 20%. Yet, all too often we let the importance oflighting go unrecognized. Start with the basics aim your spotlights on the intended products and be

conscientious about replacing light bulbs right away. Customers are definitely not impressed when they

notice several burnt-out bulbs as they walk into a store. It's just a sign of neglect and complacency.

Lighting can be a costly investment and a complete renovation of the current system may not be feasible

for many retailers.

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Signage's

In organized retailing signages are having very significant role and very effective way to

instruct, inform, and educate the customers. In big bazaar, Kanpur the responsible persons to maintain the

signages are DMs, ADMs and visual merchandiser of the store.

There are different types of signages used in big bazaar:

Directional

Informational

Departmental

Instructional

Corporate branding

Supplier signage (Space on hire)

Point of sale

Promotional

Directional Signages

-Used to guide customers to the store facilities such as drinking water, restrooms etc.

Informational Signages

-Used to provide information to the customers to help them buy merchandise from our stores

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E.g. shoe sizes, sizes for kids clothes

Departmental Signages

-Used for identification of different departments in the store

-Should be clearly visible for every department

Instructional Signages

-Carries instruction regarding store policies such as

No smoking

Pets not allowed

Returns & exchange policies

Corporate Branding Signages

-Used for sharing corporate values with customers

E.g. Signages like :Saste Dam Ka Vaada etc.

Promotional Signages

-Used during special promotions initiated by HO or store (Mango mela, monthly bachat,etc)

-Communicates theme of the promotions

Supplier Signages

-Are used by suppliers to help improve the sale of their product

-Display space is negotiated by the HO or store

-For Gondola the dimensions are

Width: 3

Depth: 1

Height: 5

-If the concept docket is sent from corporate VM then the store VM should adhere to guidelines.

Point of Sale Signages are used for

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-Highlighting

Price

Special Feature

Promotional Merchandise

-Informing customers on measurements or specifications

Standardization of POS Signage

-Standard signage formats are available at all stores

-Only these formats should be used

-The formats are available in various sizes

A5

A4

A3

POS Signage Small Shelf Talkers

-To be used for usual promotion offers in the respective sections

-To be placed on the shelves

-Dimensions of the strip

6 x 2.498

Special Promotional Signages

-Signage format would be provided to the store during special central themes initiated from HO

Timely Display & Removal of Signages

-The POS signages to be put up as soon as the promotion starts-TLs to get the signages from the store VM.

-Respective section to ensure that signage is removed when promotion ends

Guidelines for POS Signage

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Points to remember

-All signages to be placed with proper fixtures & on correct location

-A3 signages to be used only on floor stacks or else in promo area

-No poster to be stuck on walls, pillars or tables

-All information should be accurate & relevant to offer

Points to remember

-Poster or shelf talkers must be displayed using relevant fixtures

-Offer should be prominent & should not be cluttering on the signage

-For temporary requirement to display signages on any wall, SM should approve the same

-No spelling mistakes

Points to remember

-A3 / A4 signages should not be allowed on wall units

-Double sided tapes should not be used on any pillars, walls, fixtures as these lead to damages to paint or

adhesive left behind on wall

-All frames & fixtures to be cleaned at all times

-The VM in-charge needs to maintain at least 5% extra stock of all VM fixtures to ensure broken fixtures

are replaced immediately.

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SOME OF THE VM WHICH I DID

maniquines at the main window display

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maniquines at the main window display

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utensil section

CHOCOLATE SECTION AT FOOD BAZAAR

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Eye catchy vm at the entrance

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maniquin between mens&ladies

ethnic section

STORE MANAGEMENT IN

BIG BAZAAR

Strategic Importance of Store Management

Opportunity to Build Strategic Advantage

Difficult to Have Unique, Compelling Merchandise

Customer Loyalty Based on Customer Service

Store Managers Responsibilities

Entrepreneur

P & L Responsibility

Manage People

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Responsible for Two Critical Assets

People Sales/Employees

Space Sales/Square Foot

Controlling Costs

Increasing labor and productivity

Reducing maintenance & energy cost

Reducing inventory losses

JOB PURPOSE

To efficiently manage the store operations by conforming to all prescribed operating

disciplines, customer service standards as well as people management standards and achieve the

established sales goals.

PRINCIPLE ACCOUNTABILITIES

List of the expected end results that must be achieved in order to fulfill the job purpose and

the activities that help in achieving these results are

REVENUE GENERATION

Preparation of budget.

Achieving sales targets/ABP & ensuring profitability of the store.

Achieving budgeted numbers on Conversions, Bill Size, Value per Customer.

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Implementing measures for Cost Control.

Achieving PBDIT.

Developing new avenues for promoting the business.

OPERATIONS

Ensuring all activities during store opening and store closing.

Ensuring that all Cash tills are functioning optimally and minimum manual bills

are

prepared.

Co-ordinating with IT on issues relating to cataloguing, cashiering, schemes etc.

Co-ordinating with Category Management team to ensure proper running of the

schemes.

Oversees outsourced functions of Housekeeping and Security, with a view to

optimize

their utilization.

MARKETING

Create/maintain a brand image of Big Bazaar.

Co-ordinate with marketing department at Zonal Office for implementing

marketing

strategies/promotions.

SPACE MANAGEMENT

Analyze space allocation category-wise and subcategory-wise with respect to the

Sales

generated, stock capacity and seasons.

Increase or decrease space allocation and make alteration of fittings on the basis of

such analysis.

PEOPLE MANAGEMENT

Providing on the job training to staff.

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Imparting training to ASM, DMs, ADMs on Product Knowledge, Merchandising,

Inventory Management, Sales Planning, Sales Budgeting in co-ordination with the HR,

Ensures that all employees are disciplined and adhere to the stores policies.

Inspects staff grooming

Develops & maintains a motivated and enthusiastic team who would achieve and

exceed targets.

Creates a professional environment for internal as well as external customers.

Boosting staff morale and developing the right attitude and team spirit in them.

Discipline and decorum maintenance.

Identification of potential people for higher responsibilities.

Building relationships with institutes in and around the store for recruitment and

for promotions.

Succession planning.

Responsible for Grooming and development of staff for future roles.

Optimize employee productivity through effective communication and

transparency.

Minimize attrition.

Ensure team should get incentives based on their targets.

SHOP IN SHOP

Appointment of shop in shops.

Monitoring the performance through various reports.

Space selling for advertisements, displays, and promotions

CUSTOMER SERVICE

Resolving customer complaints.

Interacting with customers & obtaining their feedback.

Monitoring activities of CSD.

Formulating policies and processes to make CSD more customer friendly and

effective

in its purpose.

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Addresses concerns and queries of customers by being personally available to them

Customer Relations Management.

INVENTORY MANAGEMENT

Approves the Good Receipt Note (GRN) for Big Bazaar.

Co-ordinates with Warehouse In charge for stock movement both inward &

outward.

Ensures that all the departments through an efficient ordering system maintain

optimum

stock levels.

Ensures that no good moves out of the store without proper delivery challan.

LIAISONING

Liaison with various Govt. bodies for permissions and licenses required for

smooth operations of the Store.

Liaison with Corporate and Institutions for bulk sales to them.

Maintain cordial relation with mall management authorities.

COMPETITION MAPPING

Develop awareness about the organized, unorganized retailing segments and

identifying their strengths and weaknesses.

Identifying competitors in each and every category. Comparing their prices, their

suppliers with that of ours.

Comparing the physical appearances, fixtures, lighting and area allocation per

category of competitors vis--vis those of Big Bazaar.

SWOT analysis of all the major surrounded authorities.

PRODUCT UPDATES

Updates the merchandising team of the latest trends in the market.

Update the merchandising team of the fast movers/slow movers and making

marketing strategy in coordination with category to ensure desired stock turnover.

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CONTROLLING PILFERAGE

Develops systems to control pilferage/shoplifting.

Identification of the merchandise likely to be pilfered.

Identifying areas in the store where security is to be beefed up.

SUPPORT NEW STORE OPENING

Provide assistance to the project team in terms of liaisoning with Govt.

bodies,

compliance issues, and setting up of systems & processes.

Identifying staffs that have expertise in their functional areas, and

assigning them the

responsibility of guiding the new project team in setting up the systems & processes.

GENERAL MAINTENANCE

Supervising the fixed assets in the store.

Handling the local purchases of materials for maintenance as and when

needed.

Monitoring electricity and AC usage and ensuring optimum utilization of

energy,

thereby resulting in Cost Reduction.

MAJOR CHALLENGES

Staff motivation/ transparency to reduce attrition.

Achieve bottom line with top line.

Retail in detail, involving deeply at micro level of merchandise customer issues.

KEY DECISIONS

Cost rationalization, ensuring spending every penny should deliver the desired results.

Best utilization of entire team/human resources by considering strengths and weaknesses.

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Responsibilities of HR

Managing Store Employees

Recruiting & selecting

Internal disputes handling

Store Manager

Assistant Store

Manager

Department

Manager

Department

Manager

Department

Manager

AssistantDepartment

Manager

AssistantDepartment

Manager

AssistantDepartment

Manager

Team

Leader

Team

Leader

Team

Leader

Team Member

& Teammembertrainee.

Assistant Store

Manager

Team Member


Team Member


Team Member


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Employees welfare activities

Promotion and appraisal of the employees

Socializing & training

Motivating

Evaluating & providing constructive feedback

Rewarding & compensating

THEFT PREVENTS

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Shrinkage or shoplifting is a biggest problem in retail stores and one of the major

causes for loss. Its true that customer steels the merchandise and sell it outside somewhere and sometime

return to another branch for cash refund. Many shoplifters steal with the express intent of returning the

merchandise to the store, the same or another branch, for a cash refund. But this is also the fact that most

of the stealing or shrinkage is done by staff only. The ratio of shoplifters within staff is very high. The

reason behind this is, staffs members are very much aware from the steps taken for prevent theft and

knows the way of safe stealing.

To prevent theft big bazaar takes follows steps:

Hard Tags

Soft Tags

Sting Tags

Closed Circuit Television Cameras (CCTV)

Separate entry and exit for staff members

Staff members checking by guards while exit

Member of theft prevention committee on floor

What else can be done?

Loyalty programs for staff

Strict action against the section whose merchandise is missing

Make the staff realize that this is your business and loyalty is the best policy that must be

adopted to get promoted.

Placement of the salesperson should be at the point from where he/she can watch the

customers properly.

Offers and Promotion in Big Bazaar

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Bank's tie-up card with hypermarket chain Big Bazaar is easily one of the most popular cards the

bank offers. Big bazaar is having a tie-up with ICICI. The customers get utility cards from ICICI and these

cards helps in providing discounts on next purchase to the card holders. Big Bazaaris more of a utilities

card, and not a woman's card. It makes shopping simple and a day-to-day affair, rather than a splurge once

in three months.

Big Bazaar offers good prices. Really good prices. Prices that tempt. Apart from simple price

shopping, there are deals (2 for the price of 1 or prices reduced on a combination etc). Big bazaar

frequently changes their offers to increase the sales and to achieve the target while maintaining margin.

The offers in big bazaar are very attractive and helps in increasing the sale while making their customers

satisfy. Basically the discount offers attracts customers towards big bazaar.

There is a paging system in big bazaar, which is operated from customer service desk and

repeatedly makes announcements regarding the offers going on in big bazaar and its time period validity.

Such paging systems really help in making customers aware from the schemes and offers.

Promotional Schemes in big bazaar

Big bazaar is a right place it introduce a new launched product because promotion of any

product can be done more effectively in big bazaar. Big bazaar offers promotional prices of new launched

products like 2 for the price of 1 or prices reduced on a combination etc.

There are ways of pricing:

Bundle Pricing (Buy 2 Get 1 Free)

Billing Process In Big Bazaar

Now in organized retailing I.T is having a very significant role, most of the retailers are

using the retail module of sap for their billing process and to maintain an efficient supply chain. Big

Bazaar uses REM (Retail Enterprise Management) as billing software. Big bazaar is also using SAP for

certain processes like making STOs (Stock transfer order), POs (Purchase order), in warding, out warding

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etc. Sap is very high-tech software and it is installed in all big bazaars across the country. Sap is quit

expensive so it difficult for low-level retailers to get installs sap at their stores.

Supply Chain In Big Bazaar

In todays scenario when organized retailing is creating difference in market and

competition is on peak the supply chain is playing the role of backbone for any store format whether it is

hypermarket or specialty store. Having an efficient supply chain is a dream of every retailer to meet the

demand of customers and to increase the profitability of the store. There are very few retail stores, which

are having efficient supply chain, and big bazaar is one of them.

The demanded merchandise and new merchandise ordered basically by department managers and

sometimes by team leaders. The merchandise, which is more, is demand and increasing the sale of the

store mostly reordered.

Department managers and team leaders are basically responsible for making purchase order (PO)

and stock transfer order (STO).

There are three points where order can be placed.

Category

Central distribution center

Vendors

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There are three ways to place order.

By making purchase order (PO)

By making stock transfer order (STO)

By making sales order (SO)

Once ordered merchandise arrives at store guard enters an in warding register number and

receives the paper and handover that papers to the responsible person of the staff from supply chain at

store. Supply chain manager from store in wards the ordered merchandise and finally gets the Goods

receiving number (GRN) which is the identification that goods have been received at store and then goods

receiving number have to be signed by department manager or team leader.

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PROJECT ON CATCHEMENT

ANALYSIS

INTRODUCTION

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Purpose of this project is to carry out a catchment study and determine the preference of the

customers towards shop into get an insight into what should be the proper strategy which will

attract the customers to the store from different places of Kanpur. The study tries to list down the

factors which the target customers consider while going for shopping into a store.

About Catchment:

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Area which lies with in the radius of 6 km. from rave moti mall was chosen for data

collection. These areas are swaroop Nagar,vikas nagar, kakadeo, gumti, sarvodya nagar,

primary information about these areas is as follows:

Big Bazaar is anchor store of rave moti Mall which is situated near rawatpur.

Swaroop nagar is newly developed area of kanpur. It ranges 0 to 3 km. from rave moti

mall. It is one of the largest and upcoming areas of kanpur. swaroop Nagar is an organized

settlement developed by KANPUR Development Authority (KDA). . Communities in

swaroop Nagar are mainly Hindus; main festivals which the people celebrate are Diwali ,

Holi and Durga Puja. In some places like gumti people celebrate Lohdi also as most of the

people located there are punjabi. People usually attend events of Malls near arya nagar and

kakadeo. As per their social economic class people of swaroop Nagar lies into upper class

i.e. there monthly house hold income is more than 30000Rs.

P-RoadWhole sale market for ladies

apparels. Mix of both Branded

& Unbranded stuff available.

80 ft Road & GumtiApparels for ladies & Kids ,

Branded & unbranded both

available. Bargaining done

Govind NagarMix of all categories, Bara Devi

Mix of all categories, being

patronized by mainly by lower

Class,

Naveen MarketMostly exclusive Brand shops

present. Caters to the Upper

Middle Class of Kanpur 1

Main Markets of

Kanpur 1

& Kanpur 2

Research methodology

To understand the consumer behavior a primary research methodology of getting the

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questionnaires filled were adopted. The whole procedure was divided into five broad

points .1.Distance of Catchment area

.2 Number of house holds.3 Walk in from catchement

4 Segmentation of household

5 Area wise segmentation

Customers to be included were identified and categorized on the basis of following;-

1Demographic parameters

2Age Group3Gender

4 Family size

5 Qualification

6 Occupation7 Location

8 Monthly House Hold Income

Research Work Areas:

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For the research work, I choose the catchment area (six simple workable areas) which was

within the radius of 6 Kms, ranged from the targeted area (rave moti Mall) and inside store

also. Then I collected the primary information about the area which was basically based on

SEC distribution. Information regarding number of house hold, distance from big bazaar

also identified for data collection through questionnaire.

Primary Information of Area:

Information about the social economic class of people, distance of area from the big bazaar

, there local market, main festival and events of area were collected through visiting the

area and by meeting with concerned person like Avas Vikash Office etc. Areas covered for

primary information are swaroop Nagar,vikas nagar, kakadeo, gumti, sarvodya nagar

govind nagar.

Data collected through questionnaire into catchment areas:

Information collected about the catchment areas was very help full in data collection

through questionnaire. It helped in data collection through right person and also saved time.

Sample size 895

Catchment areas: 120 from each

Swaroop nagar 120

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kakadeo 120

govind nagar 120

vikas nagar 120

sarvodya nagar 120

gumti 120

Total sample from areas 720

To further assess the feasibility of our proposition we conducted a survey by randomly

selecting people. We designed a questionnaire comprising 12 questions and the detailsfollow.

INSIDE STORE SURVEY

AGE GROUP


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Question1:

Most preferred thing of Big Bazaar

a) ambience b) variety of products c) customer service d) offers

Hence 49% customers comes to the store only because of offers

Question2:

How frequently you visit Big Bazaar

a) weekly b) monthly c) quarterly d) half yearly

3 5 0 0

Hence this shows that 62% customers visit once in a month

Question3:

Which day of the week you usually prefer to shop

a) mon/tue/wed b)thu/fri c) sat/sun

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Hence this shows that this age group usually come in the week days as most of the crowd is

of students and shop mostly on wed as it is sabse sasta din of Big Bazaar.

Question4:

Where do you shop for apparels/clothing.a) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

This age group does their shopping for apparels as this is mainly the crowd of the students

and do not compromise with the quality

Question5:

When do you prefer to buy clothes

a) occasionally b)marriage/party c) religious festival d) sale/offer

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This shows that this age group group generally purchase the clothes occasionally

Question6:

Which section of Big Bazaar you like the most

a) food b) cloth c) furniture/electronics d) toys&gift section e ) all of the above

This shows that this age group generally shop for cloth in Big Bazaar.

Question7:

What is the level of involvement in purchasing goods from Big Bazaar

a) high b) moderate c ) low

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This shows that this age group do not involve themselves majorly for shopping

Question8:

The offers which are promoted are really given?a) yes b) no c) cant say

Mostly people are not sure but 29% people do confirm that they really avail the offers

Question9:

Where do you shop for electronicsa) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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Good amount of people purchase it from big bazaar as Big Bazaar gives them in wholesale

rates.

Question10:

Where do you shop for furniture ?

a) Big Bazaaar b) Vishal mega mart c) Nearby market d) Wholesale market

Mostly people purchase it from the near by market in kanpur as furniture sales are not soaggressive here.

Question11:

Where do you shop for Gold ?

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a) Big Bazaar b) Tanishq c) Ddamas d) Geetanjali e) nearby jewelers

www

According to this the sale of navaras is not boosted as people do not buy gold from BigBazaar.

Question12:

Trend of clothes available in Big Bazaar is

a) unique b) common c) easily available in market d) cant say

Most of the people say that trend of the clothes available in Big Bazaar is unique

AGE GROUP 20-24

Question1:

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b) ambience b) variety of products c) customer service d) offers

most preferred thing of bigambienc

27%

varietycustom

offer

33%

This shows that 33% of customers in Big Bazaar usually shop because of offers

Question2:


b) weekly b) monthly c) quarterly d) half yearly

how frequently you visit big

39

41

515 weekly

monthly

quaterly

half year

This shows that mostly people visit the store in a month but good amount of people docome to the store weekly

Question3:


b) mon/tue/wed b)thu/fri c) sat/sun

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day of the week you usually prefer

to shopMon/Tue/wed

20%

THU/FRI

28%

SAT/sun

52%

This shows that 52% of people shop on the weekends.

Question4:

Where do you shop for apparels/clothing.b) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

shop for apparels

big bazaar48%

vishal mega

pantaloons

24%

local market

25%

This shows that 48% of people shop in Big Bazaar for apparels.

Question5:

When do you prefer to buy clothesa) occasionally b)marriage/party c) religious festival d) sale/offer

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prefer to buy clothes

occasionally51%

marriage/party

religious

festivals

sale/offer

33%

This shows that max people i.e 51% prefer to buy clothes occasionally

Question6:

Which section of Big Bazaar you like the mosta) food b) cloth c) furniture/electronics d) toys&gift section e ) all of the above

section of big bazaar you like the

mostfood

13%

cloth

22%

furniture/electr

onicstoys and gift

all of the above

53%

This shows that 53% people like each and every section in Big Bazaar.

Question7:

What is the level of involvement in purchasing goods from Big Bazaar

a) high b) moderate c ) low

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level of involvement in purchasing

goods from big bazaar

high

52%

moderate

24%

low

24%

This shows that 52 % of customers level of involvement of purchasing goods from

Big Bazaar is high.

Question8:

The offers which are promoted are really given?b) yes b) no c) cant say

are the offers really given

yes

44%

no

cant say

37%

44% of customers are satisfied as they say that the offers which are promoted inside the

store are really given.

Question9:

Where do you shop for electronics

b) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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\

where do you shop for electronicsbig bazaar

15% vishal mega

mart6%

nearby market

37%

wholesalemarket

42%

This shows that 42% of people purchase electronis from wholesale market as it is the highvalue product.

Question10:

Where do you shop for furniture ?a) Big Bazaaar b) Vishal mega mart c) Nearby market d) Wholesale market

where do you shop for furniturebig bazaar4%

vishal megamart

4%

nearby market

23%

wholesale

market

69%

This shows that max i.e 69% 0f customers purchases the furniture from the wholesalemarket.

Question11:

Where do you shop for Gold ?a)Big Bazaar b) Tanishq c) Ddamas d) Geetanjali e) nearby jewelers

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where do you shop for goldbig bazaar0%

tanishq

22%

d dmas

7%geetanjali

6%

nearby jewelers

65%

This shows that 65% of people purchase the gold from the mear by jewelers as it is a highvalue product.

Question12:

Trend of clothes available in Big Bazaar isa)unique b) common c) easily available in market d) cant say

trends of clothes available in big

bazaar

unique

46%

common

27%

easily available

in market

13%

cant say

14%

This shows that 46% 0f people have believe that the trends of clothes available in Big

Bazaar is unique

AGE GROUP 25-29

Question1:

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c) ambience b) variety of products c) customer service d) offers

13%variety

produc

13%

customer serv

25%

offer

49%

ambience

variety of prod

customer servi

offers

This shows that offers which are promoted inside the store attrascts max no of customers.

Question2:


a)weekly b) monthly c) quarterly d) half yearly

weekly

21%

monthly

14%

quaterly

57%

8%

weekly

monthlyquaterly

half yearly

This shows that people of this age group i.e 57% of people usually prefer to visit store

quaterly .

Question3:


a)mon/tue/wed b)thu/fri c) sat/sun

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9%

THU/F

26%

SAT/su

65%

Mon/Tue/wed

THU/FRI

SAT/sun

This shows that the max people usually shop on the weekends.

Question4:

Where do you shop for apparels/clothing.

a) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

big bazaar

14%

vishal mega mart

8%

pantaloons

22%

local market

56%

big bazaar

vishal mega mart

pantaloons

local market

This age groups max people people purchases their apparels from the local market

Question5:

When do you prefer to buy clothesb) occasionally b)marriage/party c) religious festival d) sale/offer

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occasionally

41%

marriage/party

6%religious

sale/offer

39%occasionally

marriage/party

religious festivals

sale/offer

This shows that 41% of people purchase clothes occasionally as compared to the other

people.

Question6:

Which section of Big Bazaar you like the mosta)food b) cloth c) furniture/electronics d) toys&gift section e ) all of the above

oo

12%cloth

7%furniture/electr

onics

7%

toys and gift

section

14%

the above

60%

food

cloth

furniture/electronics

toys and gift section

all of the above

This shows that 50% of customers like each and every section Big Bazaar.

Question7:

What is the level of involvement in purchasing goods from Big Bazaarc) high b) moderate c ) low

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6%

moderate32%

low

62%

high

moderate

low

This shows that this age group usually contribute less involvement in purchasing of goods

from Big Bazaar.

Question8:

The offers which are promoted are really given?

a)yes b) no c) cant say

yes

13

no

20

cant sa

67%

yes

no

cant say

This shows that the people are not really confirmed about it.Question9:

Where do you shop for electronicsb) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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1%

mar

5%

nearby market

64%

wholesale

market

30%big bazaar

vishal mega mart

nearby market

wholesale market

this shows that 62% of customers purchases the electronic product as it is a high value

product.

Question10:

Where do you shop for furniture ?a)Big Bazaaar b) Vishal mega mart c) Nearby market d) Wholesale market

1%

mar

0% nearby market

22%

wholesale

market

big bazaar

vishal mega mart

nearby market

wholesale market

This shows that the max no of people i.e 77% of customers purchases furniture from thewholesale market.

Question11:

Where do you shop for Gold ?a)Big Bazaar b) Tanishq c) Ddamas d) Geetanjali e) nearby jewelers

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g azaar

6% tanishq

8%

d dmas21%

geetanjali

7%

jewelers

8%

big bazaar

tanishqd dmas

geetanjali

nearby jewelers

This shows that max customers purchases gold from near by jewelers as compared to Big

Bazaar.

Question12:

Trend of clothes available in Big Bazaar isa)unique b) common c) easily available in market d) cant say

unique

16%

common

19%

easily available

in market

nt say39% unique

common

easily available in market

cant say

AGE GROUP 30-34

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Question1:



13%

variety of

products

20%

customer

offers

47%

ambience

variety of products

customer service

offers

47% of customers said, they prefer to shop only because of the offers

Question2:



\

weekl

36%

month

57 %

7%

0%

weekly

monthly

quaterly

hal f yea

This shows that people of this age group frequently visit monthly in the store.

Question3:


a) mon /tue/ wed b)thu / fri c) sat/sun

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Mon/Tue/wed

31%

THU/FRI

19%

SAT/sun

50%

Mon/Tue/wed

THU/FRI

SAT/sun

50% customers said that they shop usually on the weekends,31% visits on the weekdays

and 19% on thu/fri. This shows that Big Bazaar usually holds nice amount of crowd.

Question4:

Where do you shop for apparels/clothing.

a) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

13%v s a m

mart

6%

pantaloo

31%

local mar

50%

big bazaarvisha l mega

pantaloons

local market

50% people said that they shop for apparels from the local market,while only

13% purchases from Big Bazaar.

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Question5:

When do you prefer to buy clothesa) occasionally b)marriage/party c) religious festival d) sale/offer

occasional

55%

marriage/pa

15%

religiou

festival

15%

15%

occasionally

marriage/part

religious festiv

sale/offer

This shows that 55% of customers usually shop for clothes occasionally.

Question6:



food

59%

cloth

0%

furniture/electr

onics

toys and gift

section

0%

ll of the above

33%

food

cloth



all of the above

In this 59% of respondents like the food bazaar section the most,while 33% says all of the

above

Question7:

What is the level of involvement in purchasing goods from Big Bazaard) high b) moderate c ) low

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14%

moderate

57%

low

29%

high

moderatelow

29% of respondents involvement in shopping is low ,

while 57% have the moderate .

Question8:


a) yes b) no c) cant say

yes

29%

no

21%

cant say

50%

yes

no

cant say

In this 50% customers said that they cant say anything about the offers,

While 29% said that they get the offers that are promoted

Question9:

Where do you shop for electronicsa) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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14%

mart

0%

nearby mar

market

29% big bazaar

visha l mega mnearby market

wholesal e ma

mostly customer said they purchases from near by , 37% from wholesale market ,while

only 14% Purchases from Big Bazaar.

Question10:


0%

0%

nearby market

36%

wholesale

market

64%

big bazaar

vishal mega mart

nearby market

wholesale market

64% customers said they purchase from the wholesale market and 36% from near bymarket , which leads down the sale of furniture section ofBig Bazaar from this age group.

Question11:



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13% variety of

products13%

customer

service

offers

49%

ambiencevariety of products

customer service

offers

Here 49% of customers said that they prefer to shop only because of offers.This shows that

the offers which are promoted plays very important role.

Question2:



weekl

25%

monthl

quaterl

25%

0%

weekly

monthlyquaterly

half yearl

50% customers said they prefer to shop usually once in a month , while 25%customers enjoy shopping weekly.

Question3:


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Mon/Tue/we

40%

THU/FRI

40%

SAT/su

20%

Mon/Tue/wed

THU/FRI

SAT/sun

20% customers said they shop on the weekends, while 40% customers preferred

to shop on the weekdays.

Question4:

Where do you shop for apparels/clothing.b) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

17%

vishal meg

mart

33%pantaloon

local mark

33% big bazaar

vishal mega ma

pantaloons

local market

33% respondents said they prefer to shop in the local market whereas only 17%

customers shoped in Big Bazaar

Question5:

When do you prefer to buy clothes

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a) occasionally b)marriage/party c) religious festival d) sale/offer

occasionally

25%

marriage/party

13%

religious

festivals

sale/offer

49%

occasionally

marriage/party

religious festivals

sale/offer

Here 49% of customers said they prefer to shop whenever the sale/offer is applied,While 25% people shop occasionally.

Question6:



food

29%

cloth

14%

urniture/electr

onics

43%

sect on

14%

foodcloth



Here customers gave their preference to furniture/electronics section ,

This shows that they maintain a good range of high value products .

Question7:

What is the level of involvement in purchasing goods from Big Bazaara) high b) moderate c ) low

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g

17%

moderate

33%

low50%

high

moderatelow

Here 50% customers said that their level of involvement is low,whereas

Only 17% of customers only involve highly.

Question8:


a) yes b) no c) cant say

yes

29

no

14%

cant say

57%

yes

no

cant say

57% customers said that they cant say , whereas only 29%customers only said

that the offers which are promoted are really given

Question9:

Where do you shop for electronics

a) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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13% vishal meg

mart

13%

nearby mark

37%

wholesal

market

37%

big bazaar

vishal mega mar

nearby marketwholesale mark

Here 37% of customers said that they buy electronics product mostly fromThe wholesale market or nearby market, while only 13% of customers prefer

Big Bazaar.

Question10:


10%

vishal meg

mart

20%

nearby mark

wholesal

market

30% big bazaar

vishal mega ma

nearby marketwholesale mark

Here 40% customers said that they prefer to for furniture in the nearby &Wholesale market , whereas only 10% of customers shop in Big Bazaar

Which is very low.

Question11:

Where do you shop for Gold ?b) Big Bazaar b) Tanishq c) Ddamas d) Geetanjali e) nearby jewelers

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8%

tanishq

23%

d dmas

15%

geetanjali

31%

nearby jewelers

23%

big bazaar

tanishq

d dmas

geetanjali

nearby jewelers

This shows that the customers are equally divided into the different shops

But Big Bazaar has less amount of customers in gold bazaar because customer

Still have a mind set that they get good quality of gold in outside market.

Question12:


a)unique b) common c) easily available in market d) cant say

yes

57%

no

29%

cant say

14%

yes

no

cant say

We get a good response from this section as the company is now more fashion

Oriented which can be seen in the survey as 57% customers say that the stuffWhich we serve in Big Bazaar is unique.

AGE GROUP>40

Question1:


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ambience

27%

variety of products

customer service

13%

13%

ambience

variety of products

customer service

offers

This shows that 27% of customers like the ambience whereas 47% people like the variety

Of products as this age group is the main earning person of the family who usually spends.

Question2:



weekly

31%

monthly

quaterly

15%

8%

weekly

monthly

quaterly

half yearly

c

This shows that mostly people visit monthly to the store but a huge amount of customers

were seen who comes weekly to the store.

Question3:



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18%

THU/FRI

18%SAT/sun

64%

Mon/Tue/wed

THU/FRI

SAT/sun

When we asked this question to this age group people then mostly people said on the

Weekends as they usually get time in the weekends.

Question4:

Where do you shop for apparels/clothing.c) Big Bazaar b) Vishal mega mart c) Pantaloon d) Local market

7%

vishal mega mart

33%

pantaloons

local market

27% big bazaar

vishal mega mart

pantaloons

local market

Here people have given equal weightege to the different stores in comparison to Big Bazaar

which was very low.

Question5:

When do you prefer to buy clothesb) occasionally b)marriage/party c) religious festival d) sale/offer

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occasionally

33%

marriage/party

religious festivals

17%

17%

occasionally

marriage/party

religious festivals

sale/offer

Here we saw that mostly people use to buy in the marriages/party or occasionally

Question6:

Which section of Big Bazaar you like the mosta) food b) cloth c) furniture/electronics d) toys&gift section e ) all of the above

oo

17%

cloth

34%furniture/electr

toys and giftsection

ll of d above

33% food

cloth



all of d above

\

Here it was seen that every section was liked by almost every people as the sections in the

Big Bazaar are designed in a way so that when customers get inside the store goes

Through every section.

Question7:

What is the level of involvement in purchasing goods from Big Bazaara) high b) moderate c ) low

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0%

moderate

67%

low

33%high

moderate

low

Here it shows that the involvement of shopping of this age group is moderate

i.e not so high not so low.

Question8:

The offers which are promoted are really given?a) yes b) no c) cant say

yes

42%

no

0%

cant say58%

yes

no

cant say

Here 58% is not sure whereas 42% of people says that they do get the offers

Which are promoted inside the store.

Question9:

Where do you shop for electronicsb) Big Bazaar b) Vishal mega mart c) Near by market d) Wholesale market

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17%vishal mega

mart

8%

nearby market

wholesale

market

42%

big bazaar

vishal mega mart

nearby market

wholesale market

Here it shows that the people of this age group generally purchases the electronics

Items from the wholesale or the near by market as it is a high value item.

Question10:

Where do you shop for furniture ?

a)Big Bazaaar b) Vishal mega mart c) Nearby market d) Wholesale market

9%vishal mega

mart

18%

nearby market

27%

wholesale

market

46%

big bazaar

vishal mega mart

nearby market

wholesale market

Here also it shows that the people of this age group generally purchases the

Furniture from the wholesale market or nearby market as it is again a high

Value product.

Question11:

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0% tanishq

31%

d dmas

geetanjali

46%

big bazaar

tanishq

d dmas

geetanjali

Here when we asked this age group about this then mostly people shop from

The other stores as they said that they have a trust factor on them.

Question12:


a)unique b) common c) easily available in market d) cant say

8%common

8%

easily available

in market

38%

cant say

46%

unique

common

easily available in market

cant say

Here mostly some people said that they are not sure , some said easily available

Whereas very few no. of people was satisfied with the trend of clothes available

In Big Bazaar.

OUTSIDE STORE SURVEY

Total areas of the which was surveyed was impossible to show here so I have taken a

collective data of outside and inside store here.

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To make the questionnaire understandable and analysis easy, slabs weregiven for each element:

Age group 40

Gender Male Female

NO. of family

members

4

Qualification High

school

Diploma or

pre-

graduate

Graduate Post

graduate or

higher

Professional

course

Occupation Student Gov.

service

Pvt.

Employee

Self-

employed

House-wife Retired

Location swaroo

p

Nagar

Kakadeo Vikas

nagar

Govind

nagar

Gumti Sarvodya

nagar

O

Type of house

hold

Own

house

Apartments Bungalow Rented

House hold

income in Rs.

(Per month)

Less

than

20000

20001-

30000

30001-

40000

40000-

50000

More than

50000

The data collected from each question through the market survey has been tabulated andanalyzed on the basis of these demographic elements predefined in the questionnaire.

However, the number of respondents from each slab of various demographic elements

is not equal and this is quite visible from the results of the study and this was due the

limitation of time.

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Age Group Wise:

Highest number of respondents who were interviewed belonged to the age group of (35-39)

yrs. This age group is mainly consisting of independent working class. This age slab is not

the only target segment but it carries the most lucrative consumer base. Next in the survey

comes the population aged (


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During the survey data is taken from both type of gender i.e. male and female out

of 595 samples there are 300 male and 295 female which is very clear from the

chart.

.

Family Size Wise Distribution:

Family size ranges from4 Out of 595 respondent size of 16 families is 4 member

into their family. So the most prominent family size is 3-4 members

Qualification Wise Distribution:

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Kanpur is a well developing city and education facilities are very good. So the people are

well educated according to their age group. Which is very clear from the data? Maximum

number of people is post graduate. Others have High school, Diploma, Graduate and

professional course. Respondent lies in to the category of graduate and post graduate

because into the sample most people lies between the age bracket of (35-39) and (20-24).

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Occupation Wise Distribution:

Since the population of the location under study (kanpur) in general is consist of working

class in which some are in government service, some in private service and some are self

employed the highest numbers of respondents are student (34%) because during data

collection response of questionnaire was coming mainly from student. Over all working

class is consist of government employee, private employee and self employee in overall it

forms 55%.Since the highest percentage of population (working class) surveyed included

private employee, government employee and self employed group. House wife also forms

11% of population.

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Area Wise Distribution:

Area under study was mainly vikas nagar, govind nagar, sarvodya nagar, gumti These are

basically catchment areas for big bazaar rave moti. Data is collected from the people of

different area and number of people from different area is same. Sample is also collected

inside the store for knowing that which area is giving maximum foot fall to the big bazaar

and this area is KAKADEO (21%) as well as other areas from where customer comes. In

others option people were from various areas (VIKAS NAGAR, GOVIND NAGAR,

SARVODYA NAGAR, GUMTI ) and even lucknow as well. It was their first visit into big

bazaar which overall forms 5% of chart under other.

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House Hold Income Wise Distribution:

To know the social and economic status (SEC distribution) of population living intocatchment, their house hold income was taken in terms of month (i.e. monthly

house hold income). As per analysis it was found that major population comes

under SEC B+ or above. These areas are govind nagar, vikas nagar and kakdaeo.

Their monthly house hold income lies between (30,000-40,000) Rs. / month and

another major portion of population come under SEC A or above. These areas are

swaroop nagar and govind nagar. Their monthly house hold income lies between

(40,000-50,00) Rs. / month which indicates high disposable income in the hands of

the target market, i.e., high purchasing power where in price is not an issue for the

customers targeted.

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Type of House Wise Distribution:

According to data analysis major population has their own house this result was

found by taking response from people of different areas. It was found that in all

areas most of the people (75%) have their own house while some people also live

into the apartment and some live in bungalow a small part of population live on rent

i.e. dont have their own house into kanpur.

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Findings:

People prefer their shopping destination on the basis of brands,

service and family preference:

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By analyze data it is finding that customers who go to shop mainly lies into the age

bracket of (20-39) and they mainly consider brands, then after consider service and

family preference equally. Fourth most important factor which they consider before

going to shop is advertisement which is very close to service and family preference

i.e. advertisement is also an important factor which they consider before going to

shop. By looking the chart it is very clear that people in the catchment areas are

brand conscious not the price conscious (9%).

Newspaper is the best medium of advertisement which helps them

most in deciding their shopping destination:

People in catchment are very educated and advertisement into the news paper helps

them a lot in deciding their shopping destination. Hoardings are also an effective

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medium of advertisement. From the above chart it is clear that friend advice (12%)

is also helpful in deciding where to shop which is a medium of advertisement i.e.

word of mouth and from this chart it is clear that word of mouth (25%) is another

effective medium of advertisement after newspaper and hoarding which helps to

customer in deciding where to shop

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Shopping malls and neighborhood markets are the favorite

shopping destinations of the population targeted:

Maximum number of the target surveyed preferred to shop in shopping malls and

neighborhood markets. As per the above analysis people are mainly brand

conscious not the price conscious and shopping malls are the suitable place for such

kind of customer. The residential of catchment preferred shopping at rave moti

mall, rave 3 and south x mall. People also prefer to shop in their neighborhood

market and multi brand outlet.

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Largest percentage of sample surveyed is satisfied with their

shopping destinations because they provided wide availability of

brand and good service :

Almost respondents seemed to be satisfied with their current shopping destinations.

The reasons that emerged out after the analysis that customer in catchment area

consider the factor like brand and service in deciding their shopping destination and

for maximum people shopping malls are their first preference for shopping.

Shopping malls are best place on the basis of these two factors. Shopping malls are

best place which give satisfaction to customer. Price though does not pinch the

customers if the other mentioned factors are dealt closely however; it still plays an

important role in shopping and this issue has to be addressed carefully because

other competitors and neighborhood market also try to provide the products at

same or lower prices to sweep away the customers.

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People generally go for shopping on weekends:

People in catchment generally go for shopping. Along with shopping they also

prefer multiplex as well as eating out and all these activity people get under one

roof in shopping mall. So it is good thing for shopping mall. Preference of shopping

and eating is good for big bazaar because rave moti has food court inside the mall

also so it is an advantage for big bazaar. On combining the activity like multiplex,

eating out and shopping covers 69% of pie chart which means Shopping mall is the

most favorite destination on the weekends.

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Family shops together:

66% respondent prefers to shop with their

family. Mainly female and male of age more than

25 yrs. prefer to shop with their family while

male below 25 yrs. Prefer to shop with their

friends which means customer comes in group

means there is huge chance for store to sell more

items at a time. So store should utilize this

opportunity. This would ultimately increase the ticket size of the buyers in

the store when they shop with family members. The next highest percentage of

people surveyed were youth and preferred to shop with friends which means that

one customer would bring in more new prospects. The referrals would increase if

stress is put on customer satisfaction and making the store loyal.

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Average time spent while shopping is 1hr. to 2hr.

45% of respondent spent 1hr. to 2hr. on an average while shopping and 39% people

spent more than two hour while shopping. As people majorly shop with their family

which is one of the main reason for spending time more than 1hr. in shopping.

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Average money spend is Rs. 1000-3000

88% people spend 1000-3000 Rs. on shopping as most of the customer prefers to

shop with family due to which bill value increases as they do bulk shopping. It is

good opportunity for the store. Another range is 3000-5000Rs. in these only 9%

customers come. In this range mainly those family comes which family size is (3-4)

or more than four. Those customers who prefer to shop with there friend they

mainly lies into the range of (


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Cash is the most popular mode of payment:

63 % of the population preferred cash to be the mode of payment. However, 37 %

of the sample preferred cash and credit card both to be the mode of payment. Thus,

it is evident that more than 50 % of the population transacts by cash. There is a

wide scope of promoting impulsive products and be used for transaction purpose

which would act as a mutual benefit for customers and store; providing discounts to

the customers and increasing loyal customer base for the store.

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People visit rave@moti mall mainly due to big bazaar:

29% people come to rave moti mall because of big bazaar. 18% of target customer

come to rave mall due to food court their eating habit is an advantage for big bazaar

because they have a food section also that is tiwari sweets,ice cream corner. So it is

a competitive advantage for big bazaar over other. 19% people come to rave mall

due to multiplex and 19% people come to rave mall for window shopping and 15%

due to individual store. So over all big bazaar is first preference of people for

coming rave moti mall.

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Frequency of visiting big bazaar is less than one month:

65% of target customers give their visit to the store with in month which means

store gets good footfall of there target customer most of the time. 34% people of

target customer give their visit to the store once in three month store should covert

their frequency from once in three month to less than one month. Monthly visit to

big bazaar for shopping covers broadly all family members who indicate that of all

age groups and genders will be profitable for the store as it would be easy for the

customer to purchase merchandise for any family member, thereby increasing the

ticket size and adding to stores revenue.

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Most preferred thing of big bazaar is its customer service:

38% of target customer comes to big bazaar because of its customer service which

gives them satisfaction. For providing best service big bazaar has customer service

desk and availability of drinking water inside the store.. 33% people prefer big

bazaar because of its ambience these people lies between age ranges of 20 yrs. To

25 yrs. They are getting attract mainly because of attractive ambience of the store.

In cosmetic section there is good fragrance which creates pleasant atmosphere.29%

people come to big bazaar due to variety of merchandise.

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SWAROOP NAGARgives highest percentage of sale to the store:After the mathematical calculation of the data it is clear that maximum revenue is

coming from swaroop nagar(76%). It is mainly because big bazaar is situated into

rave moti mall which is situated just 2 km from swaroop nagar. Their frequency of

visiting the store is less than one month and mainly they come with family. Over all

due to these factors big bazaar gets maximum revenue from swaroop nagar. After

swaroopnagar kakadeo and govind nagar is the next areas which give good

percentage sale to the store. While 53% sale comes from other areas which include

vikas nagar, sarvodya nagar, gumti, etc. and from places near to kanpur-lucknow

also.

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RECOMENDATION

Open at least two extra billing counters every day to handle customers if the store get crowded

Customised billing (Having name & contact number on the bill) makes consumer feels special

as well as maintaining database. We can even start customer loyalty programs.

Sending E-Mail to customers about the new offers and on going schemes running in the store

in the form of E-Mail Pamphlet.

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Some seating arrangements for old people within the store.

Poly bags should not be sealed, as the customer cannot re-use it and also, it may also prove to

be a constant reminder in the mind of the customers. Poly bags are the best way of free promotion

of the store.

Order on phone and free home delivery should be started.

Sometimes offers are vague and difficult to understand.

Quality of vegetables should be improved as it is a very common complaint of the consumers.

Security staff lacks training & behavioral skills.

We do not have dustbins on the floor.

We need more space for electronic section as electronics have a good range and we are unable

to keep it. Electronic section is a hot spot and may generate better revenue.

Sales staff should be well trained

We find so many complaints like-Offers are given on the newspaper but the product was not

available at the store.

Ambience and merchandise on the floor must be change on regular basis

For positive word of mouth store must be always high on customer service

Learnings beside Project Work during the Training

Selling skills.

Queue management.

Crowd management during big days.

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Cashiering.

Analysis of consumer behavior through catchment analysis for the store.

Inviting corporate to our store in big days.

Execution of orders from corporate clients for diwali gifting. Customer purchasing pattern in food bazaar.

Working on SAP.

Understanding the SOP.

Knowledge of different line of business.

Disaster management.

Safety and security issues.

Visual merchandising

Basic store activities like grooming, instore training, opening and closing down

activities, space selling and morning briefing by SM and DMs.

Stock related issued like stock inwarding, outwarding , stock take handling damages

and vendor scheduling

Various tasks at CSD like customer problem handling related to exchange, alterations

and bill related issues.

MILESTONE DURING MY PROJECT

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Above mentioned are the deals which I cracked

OCompany Name Contact Person Product

Quantity

MRPFinalPrice

offered

Kays jewels Mr. ravi kapoor Avon stlrolleys 100 499 460

R C Hospital Mr. babli multi prod

grp project

Documents