Internship at BIG BAZAAR, Aditya Internship at BIG BAZAAR, Aditya Mall. Ghaziabad Mall. Ghaziabad

Made By: Rohit ChaudharySCMS NOIDABBA, 1ST YEAR

Project: A Marketing Analysis of Big Bazaar and Consumer Behavior Research

OVERVIEW ABOUT BIG OVERVIEW ABOUT BIG BAZAARBAZAAR

• Founded in 2001 by Mr. Kishore Biyani• Headquarter in Mumbai, India. • Big Bazaar is a chain of hypermarket in

India• 214 stores across 90 cities and towns in

India.• Big Bazaar is designed as an

agglomeration of bazaars or Indian markets.

I started my internship with Future Group (Big Bazaar) on 27th April, 2012. There was a “Public Holiday Sale” from 28th April to 1st May 2012.

PAYBACK FORMSPAYBACK FORMS

For the first four days I was told to get Payback forms filled by the customers. After the customer filled the form, a payback card was issued to them.

Mr. Nitin Goel(HR Manager) briefed me about company, the store and its working.

I performed the following tasks:

•I had a duty at customer service department where I got to interact with the customers directly and got to know about their grievances.•Worked in the Stock Storage department.•Distributed Big Bazaar ‘Public Holiday Sale’ Pamphlets at various locations in Ghaziabad.

PROJECT PROJECT

I was given a project: A Marketing Analysis of Big Bazaar and Consumer Behavior Research. I researched about the behavior of consumers towards the facilities and the products and services which are provided.

OBJECTIVES OF THE STUDY OBJECTIVES OF THE STUDY The first & foremost step in any research work is to identify the problems or objectives on which the researcher has to work on. The objectives met in this study are – Primary objective: •To analyze the existing marketing methods, its effectiveness and recommend measures to improve the marketing practices in BIG BAZAAR.Secondary objectives: •To study the marketing mix, strengths, weaknesses, opportunities and threats.•To study the services provided to customers and response of the customers towards it•To take feedback and analyze the level of satisfaction of the employees.

MARKETING ANALYSISMARKETING ANALYSIS

• 7P’s of Marketing mix

• SWOT Analysis

• Service Marketing Triad

• Porter’s Five Forces

7P’S OF MARKETING MIX7P’S OF MARKETING MIX

1. PRODUCTS2. PRICE3. PROCESS4. PROMOTION5. PEOPLE6. PROCESS7. PHYSICAL EVIDENCE

SWOT ANALYSISSWOT ANALYSIS

1.Strength

2.Weakness

3.Opportunities

4.Threats

SERVICE MARKETING TRIADSERVICE MARKETING TRIAD

1.External Marketing

2.Internal Marketing

3.Interactive Marketing

PORTER’S FIVE FORCESPORTER’S FIVE FORCES

1.Competitors

2.Potential new entrants

3.Bargaining power of Buyers

4.Bargaining power of Suppliers

5.Threats of Substitutes

NEED FOR MARKETING NEED FOR MARKETING RESEARCHRESEARCH

• Marketing research can help a business do one or more of the following:Gain a more detailed understanding of consumers’ needs – marketing research can help firms to discover consumers’ opinions on a huge range of issues, e.g., views on products’ prices, packaging, recent advertising campaignsReduce the risk of product/business failure – there is no guarantee that any new idea will be a commercial success, but accurate and up-to-date information on the market can help a business make informed decisions, hopefully leading to products that consumers want in sufficient numbers to achieve commercial success.Forecast future trends – marketing research can not only provide information regarding the current state of the market but it can also be used to anticipate future customer needs.  Firms can then make the necessary adjustments to their product portfolios and levels of output in order to remain successful.

To conduct this study I made a questionnaire which was filled by 150 customers at the Big Bazaar store.

RESEARCH METHODOLOGY

SAMPLE SPECIFIC: Customers of Big Bazaar

LOCATION: Big Bazaar, Aditya Mall

SAMPLE SIZE: 150

SAMPLE UNIT: Students, Salaried, Business Professional and Housewives

RESEARCH INSTRUMENT: Questionnaire

RESEARCH METHODOLOGY

The variables used for the research are:

1. Ease of locating a product2. Movement between shelves3. Effectiveness of helping staff in solving queries4. Friendly attitude of staff 5. Perceived safety of baggage at baggage counter 6. Parking facility7. Availability of shopping aids

INTERPRETATIONS AND INTERPRETATIONS AND CONCLUSIONSCONCLUSIONS

After conducting the research the following results were found:

1.There is significant relation between the ease with which the customer can locate the relevant section and the ease of movement between the shelves.2.There is no relationship between the frequency of store visits and the overall shopping experience.3. Majority of customers have a goods hopping experience.4.Majority of customers agree with the statement that big bazaar stands up to its brand name.5.Parking facility is good at big bazaar6.Safety of baggage is secured.

INTERPRETATIONS AND INTERPRETATIONS AND CONCLUSIONSCONCLUSIONS

7.Helping staff is willing to solve the queries of the customers8. Easy to locate staff so adequate staff is present 9. Movement between shelves easy10. Billing service/procedure is quite friendly so it saves time.11.Quality of products at electronic and household section is average.12. Price of products at grocery section is bad, as quality is also bad this shows that grocery section is the biggest problem so they should maintain or eliminate this section13. Quality of products at electronics and household section is average, this all shows the quality at all the section is not above average so they have take serious step to make the quality up to the mark.quality of products at grocery section is bad, they need to take serious step to upgrade the quality at this section14. Quality of products at apparel section is average.15. Quality of products at kids section is average.

OVERALL OVERALL EXPERIENCEEXPERIENCE

My overall experience at Big Bazaar was really good. I interacted with the employees, the managers and the customers and learnt a lot from them. I was appreciated for the work I performed and whenever I needed any help, the staff did not hesitate to help me out.

THANK YOUTHANK YOU