new whole project

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Chapter 1: Introduction

1.1 Introduction1.2 Statement of the problem1.3 Objectives of the study1.4 Scope of the Study1.5 Research methodology1.6Limitation of the Study1.7 Chapter Scheme

Chapter 2: Profiles

2.1 Industry profile2.2 Company profile

Chapter 3: Literature Survey

3.1 Conceptual and theoretical review3.2 Research review

Chapter 4: Data Analysis and Interpretation

Chapter 5: Results, Discussions and Conclusion

5.1 Findings5.2 Suggestions & Recommendations5.3 Directions for further research5.4 Conclusion

Bibliography

Appendix


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CHAPTER 1: INTRODUCTION

1.1 Introduction

In India, the most of the retail sector is unorganized. In India, the retail

business contributes around 10 percent of GDP. Of this, the organized retail sector accounts

only for about 5 percent share, and the expected annual growth rate is 5% per annum and

remaining share is contributed by the unorganized sector. The main challenge facing the

organized sector is the competition from unorganized sector. Unorganized retailing has

been there in India for centuries, theses are named as mom-pop stores. The main

advantage in unorganized retailing is consumer familiarity that runs from generation to

generation. It is a low cost structure, they are mostly operated by owners, has very lowreal estate and labor costs and has low taxes to pay. And it also gives 8% Employment to

the country annually.

In late 1990's the retail sector has witnessed a level of transformation. Retailing is being

perceived as a beginner and as an attractive commercial business for organized business

i.e. the pure retailer is starting to emerge now. Organized retail business in India is very

small but has tremendous scope. The total in 2005 stood at $225 billion, accounting for

about 10% of GDP. In this total market, the organized retail accounts for only $8 billion of

total revenue. According to A T Kearney, the organized retailing is expected to be more

than $23 billion revenue by 2010.

In organized retailing will grow faster than unorganized sector and the growth speed will

be responsible for its high market share, which is expected to be $ 17 billion by 2010-11.

The organized sector is expected to grow faster than GDP growth in next few years

driven by favorable demographic patterns, changing lifestyles, and strong income

growth. This organized retail sector mix includes supermarkets, hypermarkets discounted

stores and specialty stores, departmental stores. For example, Spencer network has 69

stores, which includes seven Spencer hypermarkets, three Spencer super markets and 49

Spencer Dailys.


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Now the company is planning to open 20 stores in 10 cities in six months. The top 10

retailers account only for 2% of total market, today modern retailing is expected to enter a

boom phase, which has major players and these players might capture 10% of total

market, within next five years.


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1.2 Statement of the problem

To find whether the variety of products are available in the store for the

customers

To find whether the customer are satisfied with the quality of products

provided by the company

To find whether the customer service in the store are effective in delivering

the information required by the customer.

To find whether the products are arranged in such a manner that the customer

can identify easily.

To know whether the customer satisfied with the store.

To find the loyalty level of the customers towards the store.


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1.3 Objectives of the study

Primary objectives

To study about the shoppers attitude in big bazaar store (Express Avenue).

Secondary objectives

To study the customer satisfaction level of big bazaar.

To study the perception of customer towards big bazaar.

To study the customer loyalty level of big bazaar.


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1.4 Scope of the Study

The study was aimed at getting the customers view and attitude towards big bazaar.

To study the customer satisfaction level in various aspects.

The study of customer loyalty towards big bazaar.

The study of customer satisfaction about the store.

The study of attitude of customers towards the variables such as quality of products,

price, availability of products and layout of the store.


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1.5 Research methodology

Research means a scientific and systematic search for pertinent information on specific

topic. Research is a careful investigation or enquiry especially through search for new facts in

any branch of knowledge, research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting and organizing and evaluating data, making

deduction and reaching conclusion, and at last carefully testing the conclusion to determine

whether they fit the formulating hypothesis.

RESEARCH DESIGN

Research design is considered to be a blue print of the research being under taken that is,

Research design is purely and simply the frame work or plan for the study that guides the

collection and analysis of data. The preparation of such design facilitates research to be as

efficient as possible yielding maximal information. There is never single standard or correct

method to carry research. Thus, there is no single perfect design to solve a problem but in

general, the methods of carrying out are categorized in to three types.

Exploratory Research

Descriptive Research

Causal Research

With reference to the given project at Big Bazaar royepettah., Descriptive Design has been

opted to be appropriate one, as it would help to obtain complete and accurate information.

For descriptive study, a proper procedure should be prepared keeping in mind the

objectives of the study and the resources available. The descriptive design is also called the


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survey design since it takes in to account all the steps involved in a survey and hence the

design was found to be the most suited design

RESEARCH INSTRUMENT

The research instrument in this study is a Structured Questionnaire. Structured

questionnaire are those questionnaire in which there are concrete and predetermined question

relating to the aspect, for which the researcher collect data. The questions are presented with

exactly the same working and in same order to the respondents

QUESTIONNAIRE DESIGN

This method of data collection is very common and has used to perform this research.

The questions were carefully framed keeping in mind the objectives of the research. The

questionnaire was prepared in an unbiased manner giving enough scope to the supervisor to

speak out what he felt.

The questionnaire on a five point Rating scale method. 10 questions were asked in the

questionnaire.

DATA COLLECTION METHODS

Market research requires two types of data i.e. secondary data and primary data.

Primary data has been used abundantly for the study. Well-structured questionnaires

were prepared & the survey was undertaken. In this study, data were collected from the

employees of Big Bazaar using questionnaire consisting of five-point scaled questions.

There is also a use of secondary data, collected from the various journals, books, and

websites & from company managers.

Primary data : Field Survey

Secondary data : Big Bazaar records


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Text Books and journals Company Websites

Area of research : Royepettah

Research approach : Survey method

SAMPLING METHOD

Since the study is restricted to Retail sector, all the functional Departments of Big

Bazaar and the respondents are found at the store only so according to the convenience

randomly they are being picked so sampling method is used in this study is Random

Sampling.

SAMPLING:

PILOT SURVEY

Sample Size 110 respondents

Sampling Method Random sampling

Sample Unit Customers of Big bazaar

Measuring Tool Questionnaire


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The data gathering exercise was begun with a survey pre-test analysis. Sample of 10

respondents were interviewed to assess the suitability of the questionnaire design. Based on

the response entertained by them and the analysis of the same questionnaire was found to be

suitable for the study.

1.6 Limitation of the Study

The study is limited to only 110 respondents.

The time allotted for the study was not enough to cover the entire customer.

The respondent may not answer in a natural way


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1.7 Chapter Scheme


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CHAPTER 2

PROFILES

2.1 Industry profile

Retail means selling goods and services in small quantities directly to

customers. Retailing consists of all activities involved in marketing of goods and services

directly to consumer for their personnel family and household use.

The Indian retailing industry is becoming intensely competitive, as more and

more payers are Vying for the same set of customers. The major retail players are

Pantaloon Retail, Shoppers Stop, Reliance, etc.,

Retailing is one of the biggest sectors and it is witnessing revolution in India. The

new entrant in retailing in India signifies the beginning of retail revolution. India's

retail market is expected to grow tremendously in next few years. According to AT

Kearney, The Windows of Opportunity shows that Retailing in India was at opening stage

in 1995 and now it is in peaking stage in 2006. India's retail market is expected to

grow tremendously in next few years. India shows US$330 billion retail market that

is expected to grow 10% a year, with modern retailing just beginning. India ranks first in

2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers,

because now India is in peaking stage.

Retailing includes all the activities involved in selling goods or services directly to


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final consumers for their personal, non-business use. Retailers can be classified in terms

of store retailers, non-store retailing, and retail organizations.

Store retailers include many types, such as specialty stores, department

stores, supermarkets, convenience stores, superstores, combination stores,

hypermarkets, discount stores, warehouse stores, and catalog showrooms. These store

forms have had different longevities and are at different stages of the retail life cycle.

Depending on the wheel-of-retailing, some will go out of existence because they cannot

compete on a quality, service, or price basis.

Non-store retailing is growing more rapidly than store retailing. It includes direct

selling (door-to-door, party selling), direct marketing, automatic vending, and buying

services. Much of retailing is in the hands of large retail organizations such as corporate

chains, voluntary chain and retailer cooperatives, consumer cooperatives, franchise

organizations, and merchandising conglomerates. More retail chains are now sponsoring

diversified retailing lines and forms instead of sticking to one form such as the

department store.

Retailers, like manufacturers, must prepare marketing plans that include

decisions on target markets, product assortment and services, store atmosphere, pricing,

promotion, and place. Retailers are showing strong signs of improving their

professional management and their productivity, in the face of such trends as shortening

retail life cycles, new retail forms, increasing intertype competition, and polarity of

retailing, new retail technologies, and many others.

Wholesaling includes all the activities involved in selling goods or services to those

who are buying for the purpose of resale or for business use. Wholesalers help

manufacturers deliver their products efficiently to the many retailers and industrial

users across the nation. Wholesalers perform many functions, including selling and

promoting, buyingand assortment-building, bulk-breaking, warehousing, transporting,

financing, risk bearing, supplying market information, and providing management

services and counseling. Wholesalers fall into four groups. Merchant wholesalers take


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possession of the goods and include full-service wholesalers (wholesale

merchants, industrial distributors) and limited-service wholesalers (cash-and- carry

wholesalers, truck wholesalers, drop shippers, rack jobbers, producers' cooperatives,

and mail-order wholesalers). Agents and brokers do not take possession of the goods

but are paid a commission for facilitating buying and selling. Manufacturers' and retailers'

branches and offices are wholesaling operations conducted by non-wholesalers to

bypass the wholesalers. Miscellaneous wholesalers include agricultural assemblers,

petroleum bulk plants and terminals, and auction companies.

Wholesalers, too, must make decisions on their target market, product assortment

and services, pricing, promotion, and place. Wholesalers who fail to carry

adequate assortments and inventory and provide satisfactory service are likely to be

bypassed by manufacturers. Progressive wholesalers, on the other hand, are adapting

marketing concepts and streamlining their costs of doing business.

CURRENT SCENARIO

India rank first in terms of emerging market potential in retail sector. Current

retail market is US $ 215 billion. Growth rate of retail sector in India is 8-10% per annum.

Near about 12 million retail outlets are spread across India.

FDI in retail sector increases from US $ 3.1 billion in 2003 to over US $7.6

billion in 2009.

TYPES OF RETAILERS:

Retailers are broadly classified into 3 categories

Food Retailers.

General Merchandise Retailers


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Service Retailers.

TECHNOLOGIES USED IN RETAILING SECTOR

In-store technologies- Interactive kiosks

Virtual display case

Radio Frequency identification tags

Self-scanning & self-checkout system

Body scanning

Online technology- Online display of products

Online shopping

CHALLENGES:


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Largely urban phenomenon, pace of growth is still slow.

Not being recognized as an industry in India so availability of finance is low to new

market players.

High cost of real estate.

High stamp duties.

Lack of infrastructure.

Multiple & complex taxation system.

Protest against retail sector.

FUTURE STRATEGY:

It is projected that up to 2010 retail sector will be worth around US $ 300 billion.

FDI is going to increase rapidly, up to 2010 retail sector will become biggest

industry in India.

Retail sector is expected to create 2 million jobs up to 2010.

According to Indian Retail Report top 10 players in modern retail trade are going to

invest US $ 18-20 billion in next five years.


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2.2 Company profile

Future Groups, is India's leading Retail Company with presence across multiple lines

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

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

basket of the Indian consumer. Headquartered in Mumbai (Bombay), the company

operates through 5 million square feet of retail space, has over 331 stores across 40

cities in India and employs over 17,000 people. The company registered a turnover of

Rest 2,019 crore for FY 2007-08. It owns and operates multiple retail formats including

Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many

others.

Future Groups forayed into modern retail in 1997 with the launching of fashion retail

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

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

convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a firstof its kind seamless mall located in the heart of major Indian cities, followed this. Some

of its other formats include, Collection I (home improvement products), E-Zone (consumer

electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size

individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently

launched its retailing venture, fu turebazaar.co m .

The group's subsidiary companies include, Home Solutions Retail India Ltd,
http://futurebazaar.com/http://futurebazaar.com/


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Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group

also has joint venture companies with a number of partners including French retailer Etam

group, Lee Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony and Liberty Shoes.

Planet Retail, a group company owns the franchisee of international brands like Marks

& Spencer, Debenhams, Next and Guess in India.

Future Groups is listed on BSE and NSE with a turnover of Rs.2,018 crores for

financial year ended 2007-08. Future Groups was selected as the Best of Best Retailers in

Asia by Retail Asia-Pacific Top 500 magazine in 2006.

Big Bazaar is a chain of shopping malls in Ind ia currently with 29 outlets, owned by the

Pantaloon Group. It works on same the economy model as Wal-Mart and has had

considerable success in many Indian cities and small towns. The idea was pioneered by

entrepreneur Ki s hore B iyan i, the head of Pantaloon Retail India Ltd.

Big Bazaar stores in Metros have a gaming area and kids play area for

entertainment. Cities where stores are located are,

A gr a , A h m adaba d , A ll ahaba d , A m ba la , A s an s o l, Banga lor e , Bhubaneswar, Chenna i ,

Coimbatore,Palakkad, K o lka ta , D e lh i , D urgapur, G haz iaba d , G urgaon,H yderaba d ,

Indore, L uckno w ,K anpur, M anga lor e , M u m ba i , N agpur, N a s ik, Pan ipa t , Pune, Ra jko t ,

Surat, T han e , T h iruvanan th apura m , V is hakhapa tna m .

Big Bazaar is not just another hypermarket. It caters to every need of customers

family. Where Big Bazaar scores over other stores is its value for money proposition for

the Indian customers.

At Big Bazaar, customer will definitely get the best products at the best prices --

thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has

opened the doors into the world of fashion and general merchandise including home

furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will

surprise customer. And this is just the beginning. Big Bazaar plans to add much more to

complete customers shopping experience. Big Bazaar is not just another hypermarket. It
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/w/index.php?title=Kishore_Biyani&action=edithttp://en.wikipedia.org/wiki/Agrahttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Allahabadhttp://en.wikipedia.org/wiki/Ambalahttp://en.wikipedia.org/wiki/Asansolhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Durgapurhttp://en.wikipedia.org/wiki/Durgapurhttp://en.wikipedia.org/wiki/Ghaziabadhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Hyderabad_(India)http://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Mangalorehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Nasikhttp://en.wikipedia.org/wiki/Nasikhttp://en.wikipedia.org/wiki/Panipathttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Rajkothttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/Thanehttp://en.wikipedia.org/wiki/Thiruvananthapuramhttp://en.wikipedia.org/wiki/Vishakhapatnamhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/w/index.php?title=Kishore_Biyani&action=edithttp://en.wikipedia.org/wiki/Agrahttp://en.wikipedia.org/wiki/Ahmedabadhttp://en.wikipedia.org/wiki/Allahabadhttp://en.wikipedia.org/wiki/Ambalahttp://en.wikipedia.org/wiki/Asansolhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bhubaneswarhttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Coimbatorehttp://en.wikipedia.org/wiki/Palakkadhttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Delhihttp://en.wikipedia.org/wiki/Durgapurhttp://en.wikipedia.org/wiki/Ghaziabadhttp://en.wikipedia.org/wiki/Gurgaonhttp://en.wikipedia.org/wiki/Hyderabad_(India)http://en.wikipedia.org/wiki/Indorehttp://en.wikipedia.org/wiki/Lucknowhttp://en.wikipedia.org/wiki/Kanpurhttp://en.wikipedia.org/wiki/Mangalorehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Nagpurhttp://en.wikipedia.org/wiki/Nasikhttp://en.wikipedia.org/wiki/Panipathttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Rajkothttp://en.wikipedia.org/wiki/Surathttp://en.wikipedia.org/wiki/Thanehttp://en.wikipedia.org/wiki/Thiruvananthapuramhttp://en.wikipedia.org/wiki/Vishakhapatnam


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caters to every need of customers family. Where Big Bazaar scores over other stores is

its value for money proposition for the Indian customers.

At Big Bazaar, customer will definitely get the best products at the best

prices thats what Big Bazaar guarantee. With the ever increasing array of private labels, it

has opened the doors into the world of fashion and general merchandise including home

furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will

surprise customer.

BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director

Mr. Gopikishan

Biyani,

Whole time Director

Mr. Rakesh Biyani, Whole time Director

Mrs. Veda Prakash

Arya,

Director

Mr. Shailesh

Haribhakti,

Independent Director

Mr. S Doreswamy, Independent Director

Dr. D O Koshy, Independent Director

Mrs. Anju Poddar, Independent Director


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Mr. Anil Harish, Independent Director

Mrs. Bala Deshpande, Independent Director

CHAPTER 3

LITERATURE SURVEY

3.1Conceptual and theoretical review

Consumer's Attitude and Retailers' Images in Creating Store Choice.

Robert Gilmore, William Margulis and Richard A. Rauch

The determinants of store choice on the part of the consumer are complex. Our study indicates

that consumers find the issues relevant to store choice as lacking in quality and certainly not

congruent nor tangential to the retail marketing concept. As our model shows, perceptions are

developed through stimuli that are created by the retail environment both internal and

external. If these were the only issues retailers had to deal with, their challenge in

understanding consumer store choice behavior would be formidable. Add to those dimensions

the perceptions that are formed through the consumer's own psychological, physiological and

behavioral attributes and the complexities of the challenge can seem to be insurmountable.

The complexity of the situation increases exponentially when, as our research seems to

indicate, the psychological and behavioral components can be compounded by such little

understood dimensions as ambivalence and vicarious sociality. There is light at the end of the

tunnel. Retailers need to benefit themselves by reaching out the broad resources of research to

effectively develop the resource information necessary to successfully position themselves

relative to their consumers expectations.
http://www.springerlink.com/content/?Author=Robert+Gilmorehttp://www.springerlink.com/content/?Author=William+Margulishttp://www.springerlink.com/content/?Author=Richard+A.+Rauchhttp://www.springerlink.com/content/?Author=Robert+Gilmorehttp://www.springerlink.com/content/?Author=William+Margulishttp://www.springerlink.com/content/?Author=Richard+A.+Rauch


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Choosing Retail Locations for Shopping Malls in India

Store location and real estate markets are two most important areas of concern for a retailer by

the virtue of the fact that real estate is the largest fixed investment for a retailer. For a retailer,

being at the right place at the right time facilitates the development of sustainable competitive

advantage. The decline in real estates prices in the last decades has boosted the moral of the

retailers. Because of this there has also been an increase in the supply of property for retail

locations.

For every kind of a retailing format there is a series of tradeoffs to be evaluated , in the terms

of costs and value of site while selecting the locations.The location of the mall has become

one of the desire aspects of the retailing business. The location of the shopping mall spells its

success or failure. A mall in a remote area would suffer from weak sales, poor cash flow and

increased marketing and advertising expences. Whereas, put the mall in a good location and

the business will all the expection of the retailer surpassed

Apparel shopping: a focus on the attitudes of women towards shopping

Ogenyi Ejye Omar and Alan Hirst

This study evaluates women's attitude as an overall inclination towards apparel shopping. Its

findings suggest that women generally show positive attitudes towards shopping for apparel.

Women who shop for apparel are aware of some of the discouraging features of shopping, but

these features do not deter them from buying. The implication for retailers is that they should

focus on making the experience of shopping more accommodating and more user-friendly.

This is important because the positive features of shopping ('convenience', 'usefulness', 'ease

of use', and 'efficiency') appear to be more important.

Consumer Attitude Towards Loyalty Programs And Short Term Price Promotions

Lata Vijaybaskar, Retail Trainer/Consultant,

The last millennium has witnessed innovations at every stage of the supply chain,

giving rise to new models. The consumer interface, i.e. the retailing factor has undergone a

sea of change, partly due to changing consumer needs and partly due to the emergence of new
http://toostep.com/profile/lata_vijaybaskarhttp://toostep.com/profile/lata_vijaybaskarhttp://toostep.com/profile/lata_vijaybaskar


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technologies. While some of the changes have been evolutionary in nature, some others have

been category killersleading to radical change in both consumer perceptions and formats.

The ever-increasing focus on the customer will encourage all retailers to investigate the best

way to foster and retain customer loyalty. With the conventional wisdom in retailing

questioned and factors like location and prices not deemed as differentiating enough the

retailers look into more innovative methods to attract customers. The trend in marketing

toward building relationships with customers continues to grow, and marketers have become

increasingly interested in retaining customers over the long run. It is with this platform that all

retailers are vying for a share in the pie with new promotional offers every day. A question of

continuing interest to marketing researchers and practitioners is how marketing mix variables

affect consumers purchase decisions and thus the sales. With increasing competition,

increased customer preferences and better communications, promotional effects seem

predominant in determining the success of a brand.

Expanding the loyalty concept to include preference for a shopping mall

Melody L. Adkins Lehew; Brigitte Burgess; Scarlett Wesley

This paper is an initial investigation into the feasibility of customer loyalty towards an

enclosed mall. Recently, several mall development companies have established frequent

shopper programmes to enhance loyalty to their particular mall properties. The purpose of the

research is to determine if a loyal mall group exists; and if so, investigate their assessment of

mall characteristics to provide a better understanding of those attributes influencing a loyal

response. Results support the presence of loyal mall customers, and several mall attributes

influenced such loyalty.

Relationship outcomes of perceived ethical sales behavior: the customer's perspective

Sergio Romnand Salvador Ruiz

This research analyzes the role of ethical salesperson behavior as perceived by the customer

in developing a better quality relationship between the salesperson and the customer. The

results show that perceived ethical sales behavior plays a major role in affecting the quality of

the buyerseller relationship as it has a positive effect on customer satisfaction, trust and


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commitment to the salesperson. In addition, satisfaction with and trust in the salesperson

positively influence customer commitment to the salesperson. Finally, perceived ethical sales

behavior has a stronger effect on customer satisfaction with the salesperson when the

customer's attitude toward the industry in which the salesperson works is more negative than

when it is more positive. Implications and future research issues are discussed.

Experience-based aspects of shopping attitudes: The roles of norms and loyalty

Tracy Meyer, University of North Carolina Wilmington, Cameron School of Business,

Wilmington, NC 28403-5969, USA

The act of shopping does at times involve some negativity despite the best efforts of retailers.

These hassling aspects of shopping (such as long check out lines or a product out of stock) are

not critical but they can influence attitudes toward returning to the store. The theory of norms

states that normative expectations guide cognitive reactions to experiences [Kahneman, D.,

Miller, D.T., 1986. Norm theory: comparing reality to its alternatives. Psychological Review

93, 136153]. A zone of indifference (ZI) scale as originally conceptualized by Woodruff et

al. [1983. Modeling consumer satisfaction processes using experience-based norms. Journal

of Marketing Research 20, 296304] is developed to capture individual differences in

perceptions of typical discount store performance. Variations in the ZI are found to

differentially affect participants responses only when loyalty to the store is low.


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3.2 Research review

Understanding Consumer's Attitude towards Retail Store In Stock out Situations

Leela Rani, (Birla Institute of Technology and Science, BITS-Pilani, Rajasthan, India), Sanal

Kumar Velayudhan, (Administrative Staff College of India, Hyderabad, Andhra Pradesh,

India)

Emerald Group Publishing Limited

Purpose This study aims to examine empirically how consumers' attitude towards retail

stores gets affected by situational, consumer, store and product characteristic variables when

they face out-of-stock situations.

Design/methodology/approach Survey method for data collection was used. Data were

collected from a sample of 1,207 retail customers in India's unorganized retail sector across

five product categories in Varanasi, India.

Findings Results showed that six of the independent variables considered, namely, shoppingattitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping

frequency, and brand loyalty (in order of importance of impact) significantly influenced

consumers' attitude towards retail store in out-of-stock.

Originality/value Since attitudes towards retail outlets are very important in determining

future SL and subsequent profitability, understanding of consumer store attitudes in negative

events like stockout is importantly for retailers. The paper provides crucial insights to retailers

by identifying independent variables that must be considered while designing their operations.

The impact of attitude strength on customer-oriented priority setting by decision-

makers: An empirical investigation
http://www.emeraldinsight.com/search.htm?ct=all&st1=Leela+Rani&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31http://www.emeraldinsight.com/search.htm?ct=all&st1=Sanal+Kumar+Velayudhan&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31http://www.emeraldinsight.com/search.htm?ct=all&st1=Sanal+Kumar+Velayudhan&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31http://www.emeraldinsight.com/search.htm?ct=all&st1=Leela+Rani&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31http://www.emeraldinsight.com/search.htm?ct=all&st1=Sanal+Kumar+Velayudhan&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31http://www.emeraldinsight.com/search.htm?ct=all&st1=Sanal+Kumar+Velayudhan&fd1=aut&PHPSESSID=urvr82ar9c59lk34al3bm4co31


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Marcel van Birgelen, Ko de Ruyter and Martin Wetzels

A key question in marketing decision-making pertains to what makes decision-makers focuson various types of information in different ways. Particularly in relation to a key marketing

and management variable such as customer satisfaction this is an important issue. Costly

derived customer satisfaction measures need to provide customer-oriented guidance regarding

where to priorities. Traditional research on intelligence use has mainly focused on objective

research attributes, such as research quality. In this article, however, we will adopt the idea

that decision-makers weigh information differently based on their perception of its relevance.

With respect to crucial customer satisfaction information this represents an exciting, but

nevertheless unexplored field of research. The results of latent variable modeling show that

the strength of decision-makers attitudes toward customer satisfaction leads to a

differentiated usage of satisfaction intelligence. By taking this into consideration,

management and intelligence providers will be able to more effectively disseminate customer

satisfaction information and facilitate a more customer-oriented perspective within firms.

Male grocery shoppers' attitudes and demographics.

International Journal of Retail & Distribution Management

| September 01, 1993 | Piper, William S.; Capella, Louis M.

The search for new target markets in the increasingly diverse grocery market has activated a

perspicacious consideration of the male grocery shopper (MGS) as a viable and attainable

candidate. Grocery shopping has traditionally been viewed as an activity primarily dominated

and performed by the "housewife". Marketers and grocery retailers have been slow to target

men as most purchases by males have been limited to larger ticket items (i.e. homes, cars and

insurance) and men have been slow in taking over the grocery shopping task. Changes in who

is performing the household grocery shopping task have been occurring over the past several

decades. A study by Lieberman for Campbell Soup and People Weekly Magazine has brought

the MGS into a better perspective. The Lieberman study found that 77 per cent of all men in

the United States qualified as major food purchasers. A separate study of grocery shopper


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demographics in Canada found that approximately 32 per cent of Canadian males are

involved in major grocery shopping either alone or with their spouse. This same study by

Marney also found that 80 per cent of all Canadian males report grocery shopping with 25 per

cent of the respondents indicating they are the primary food shoppers for their households.

DATA ANALYSIS AND INTERPRETATION


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TABLE NO 4.1.1

CLASSIFICATION BASED ON GENDER

Gender No of customer Percentage

MALE 81 74

FEMALE 29 26

TOTAL 110 100

CHART NO 4.1.1 CLASSIFICATION BASED ON GENDER

INFERENCE:


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From the above table we can infer that the majority of the customer i.e. 74 % are male

remaining 26% are female.

TABLE NO 4.1.2

CLASSIFICATION BASED ON AGE

Age No of customer Percentage

Below 20 7 6

Between 20-40 79 72

Between 40-60 24 22

Total 110 100

CHART NO 4.2 CLASSIFICATION BASED ON AGE

INFERENCE:

From the above table we can infer that the majority of the customers i.e. 72 % of customer are

between 20-40 years, 22 % of customer are between 40-60 years and 6 % are below 20 years.


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TABLE NO 4.1.3

CLASSIFICATION BASED ON OCCUPATION

Occupation No of customer Percentage

Student 18 16

Government employee 7 6

Professional 22 20

Private 51 46

House wife 12 11

Total 110 100

CHART NO 4.3 CLASSIFICATION BASED ON OCCUPATION

INFERENCE:


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From the above table we can infer that the majority of the customers i.e. 46 % of customer are

professional, 20 % are professional, 16 % are student, 11 % are housewife and only 6 % are

government employee.

TABLE NO 4.1.4

CLASSIFICATION BASED ON INCOME LEVEL

Income level No of customer Percentage

Below 15000 28 25

15000-30000 40 37

30000-60000 36 33

above 60000 6 5

TOTAL 110 100

CHART NO 4.4 CLASSIFICATION BASED ON INCOME LEVEL

INFERENCE:

From the above table we can infer that the majority of the customer i.e. 37 % of customers

income are between 15000-30000, 33 % of customers income are between 30000-60000 ,25


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% of customers income are between below 15000 and only 5 % of customers income are

above 60000.

TABLE NO 4.1.5

CONVENIENCE IN REACHING THE STORE

Response No of customer Percentage

Yes 103 94

No 7 6

Total 110 100

CHART NO 4.5 CONVENIENCE IN REACHING THE STORE

INFERENCE:


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From the above table we can infer that the majority of the customers i.e. 94 % are convenient

in reaching the store customer visits, only 6 % customer are not convenient in reaching the

store.

TABLE NO 4.1.6

KILOMETER THEY TRAVEL TO REACH THE STORE


Less than 1 km 7 6

2 - 5 km 40 36

More than 5 63 58

Total 110 100

CHART NO 4.6 KILOMETER THEY TRAVEL TO REACH THE STORE


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INFERENCE:

From the above table we can infer that the majority of the customer i.e. 58 % travel more than

5 kilometers, 36 % of customer travel 2-5 kilometer, and only 6 % travel less than 6kilometer.

TABLE NO 4.1.7

FREQUENCY OF VISITING BIG BAZAAR


Only one time 61 56

2 - 3 times 44 40

More than 3 times 5 4

Total 100 100

CHART NO 4.7 FREQUENCY OF VISITING BIG BAZAAR


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INFERENCES:

From the above chart we can infer that 56% of people visit big bazaar only once in a

month. About 40% of people visit big bazaar 2 to 3 times. 4% of people buy more than 3times in a month.


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TABLE NO 4.1.8

AWARENESS ABOUT THIS STORE


News paper 47 43

Friends 38 35

Notices 19 17

Radio 6 5

Total 110 100

CHART NO 4.8 AWARENESS ABOUT THIS STORE

INFERENCE:

From the above table we can infer that the majority of the customer i.e. 43 % of customer

came to know about big bazaar through news paper, remaining 35 % of customer through

friends and remaining 17 % of customer through notices and only 5 % through radio.


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TABLE NO 4.1.9

CUSTOMER ATTITUDE ABOUT THE VARIETY OF PRODUCTS:

Variety of products No of customer Percentage

Strongly inadequate 0 0

Inadequate 1 1

Neutral 7 6

Adequate 66 61

Strongly adequate 36 33

Total 110 100

CHART NO 4.9 CUSTOMER ATTITUDE ABOUT THE VARIETY OF

PRODUCTS

INFERENCES:

From the above chart we can able to derive that 61% of people are satisfied from the

product available, then 33% of people agree that there are more no of products and then 6%

people think that the products are ok, and finally only 1% think that more product are needed

including some branded items should be kept.

TABLE NO 4.1.10


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CUSTOMER ATTITUDE ABOUT QUALITY OF PRODUCTS:

Quality of products No of customer Percentage

Very low 0 0

Low 3 2

Neutral 22 20

High 71 64

Very high 16 14

Total 112 100

CHART NO 4.10 CUSTOMER ATTITUDE ABOUT QUALITY OF

PRODUCTS

INFERENCES:

From the above chart we can able to derive that 64% people agree that they are high in

quality, then 14% of people agree that the product quality are very high, remaining 20%

people accepting the quality.

TABLE NO 4.1.11


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CUSTOMER ATTITUDE ABOUT PRICE OF PRODUCTS:

Price of products No of customer Percentage

Very low 0 0

Low 5 4

Neutral 49 45

High 51 47

Very high 5 4

Total 110 100

CHART NO 4.11 CUSTOMER ATTITUDE ABOUT PRICE OF PRODUCTS

INFERENCES:

From the above chart we can able to derive that 45% of people agree that the Price arein accepting range, then 47% people saying that the price are less, and 4% people saying that

price are very low and finally 4% people saying that the price are high.


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TABLE NO 4.1.12

CUSTOMER ATTITUDE ABOUT LAYOUT OF THE STORE:

Layout of the store No of customer Percentage

Poor 0 0

Bad 0 0

Neutral 7 6

Good 42 38

Excellent 61 56

Total 110 100

CHART NO 4.12 CUSTOMER ATTITUDE ABOUT LAYOUT OF THE

STORE

INFERENCES:

From the above chart we can able to derive that 56% of people agree that the layout of

the store is excellent, then 38% people accepting that the layout is good, then finally only 6%

in the neutral zone.

TABLE NO 4.1.13


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CUSTOMER ATTITUDE ABOUT CUSTOMER SERVICES:

Customer services No of customer Percentage

Poor 0 0

Bad 0 0

Neutral 14 13

Good 81 73

Excellent 15 14

Total 110 100

CHART NO 4.13 CUSTOMER ATTITUDE ABOUT CUSTOMER SERVICES

INFERENCES:

From the above chart we can able to derive that 73% people accepting that the customer

services is good, then, then 14% of people agree that the customer services is excellent finally

only 13% in the neutral zone.

TABLE NO 4.1.14

CUSTOMER OVERALL SATISFACTION:


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Satisfaction No of customer Percentage

Poor 0 0

Bad 0 0

Neutral 7 6

Good 81 74

Excellent 22 20

Total 110 100

CHART NO 4.14 CUSTOMER OVERALL SATISFACTION:

INFERENCES:

From the above chart we can able to derive that 74% people accepting that the overall

satisfaction is good, then 20% of people agree that the overall satisfaction is excellent, then

finally only 6% in the neutral zone.

TABLE NO 4.1.15


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BASED ON WILLINGNESS TO BUY FROM US AGAIN

Loyalty No of customer Percentage

Not at all 0 0

Some times 0 0

Neutral 5 4

Frequently 77 70

Very frequently 28 26

Total 110 100

CHART NO 4.15 BASED ON WILLINGNESS TO BUY FROM US AGAIN

INFERENCE:

From the above table we can infer that the majority of the customer i.e. 70 % of

customer frequently purchase from big bazaar, remaining 27 % will purchase from big bazaar

very frequently and remaining 4% in the neutral zone.


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TABLE NO 4.1.16

WILL YOU RECOMMEND BIG BAZAAR TO OTHERS

Recommendation No of customer Percentage

Strongly disagree 0 0

Disagree 0 0

Neutral 13 12

Agree 72 65

Strongly agree 25 23

Total 110 100

CHART NO 4.16 WILL YOU RECOMMEND BIG BAZAAR TO OTHERS

INFERENCE:

From the above table we can infer that the majority of the customers i.e. 65 % of

customer agree to recommend big bazaar to others, remaining 23 % strongly agree to

recommend big bazaar to others and remaining 12 % in the neutral zone.


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ANALYSIS PART -2

CORRELATION ANALYSIS:

TABLE NO 4.2.1

The correlation between quality of products and satisfaction of the customer

QUALITY SATISFACTION

QUALITY Pearson Correlation 1 .402**

Sig. (2-tailed) .000

N 109 109

SATISFACTION Pearson Correlation .402** 1


N 109 109

Inference:

Correlation describes about the performance or whether the variables are related or

not. The result may be from +1 to -1. From the result above we can conclude that the

variables quality and satisfaction of customer are generally in positive value. So they are

positively correlated.

TABLE NO 4.2.2

The correlation between quality of products and satisfaction of the customer


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PRODUCT SATISFACTION

PRODUCT Pearson Correlation 1 .226*


N 110 109

SATISFACTION Pearson Correlation .226* 1


N 109 109

Inference:



variables variety of products and satisfaction of customer are generally in positive value. So

they are positively correlated.

TABLE NO 4.2.3

The correlation between layout of the store and satisfaction of the customer


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LAYOUT SATISFACTION

LAYOUT Pearson Correlation 1 .207*


N 110 109

SATISFACTION Pearson Correlation .207* 1


N 109 109

Inference:



variables layout of the store and satisfaction of customer are generally in positive value. So


TABLE NO 4.2.4

The correlation between customer service and satisfaction of the customer


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SERVICES SATISFACTION

SERVICES Pearson Correlation 1 .182


N 110 109

SATISFACTION Pearson Correlation .182 1


N 109 109

Inference:



variables customer services and satisfaction of customer are generally in positive value. So


TABLE NO 4.2.5

The correlation between price of the products and satisfaction of the customer


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PRICE SATISFACTION

PRICE Pearson Correlation 1 .133


N 110 109

SATISFACTION Pearson Correlation .133 1


N 109 109

Inference:



variables price of the products and satisfaction of customer are generally in positive value. So


ANALYSIS PART-3

REGRESION ANALYSIS:

Table 4.3.1

Analysis between satisfaction and variables such as Quality, Price


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Model Unstandardized Coefficients

Standardized

Coefficients

B Std. Error Beta

(Constant) 2.388 .369

QUALITY .330 .075 .394

PRICE .079 .071 .099

Inference:

From the above regression beta value we can conclude that quality plays a very

important role to satisfaction compare to price for the satisfaction. Comparing both

standardized and Unstandardized Coefficients we can conclude that quality is very important

compare to price for satisfy the customers.

Table 4.3.2

Analysis between satisfaction and variables such as variety of products, layout of the store


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Model

Unstandardized Coefficients

Standardized

Coefficients

B Std. Error Beta

(Constant) 2.524 .463

PRODUCT .175 .081 .201

LAYOUT .154 .081 .180

Inference:

From the above regression beta value we can conclude that layout of the store plays a

very important role to satisfaction compare to variety of products for the satisfaction.

Comparing both Standardized and Unstandardized Coefficients we can conclude that layout

of the store is very important compare to variety of products for satisfy the customers.

Table 4.3.3

Analysis between satisfaction and variables such as Quality, Price, variety of products, layout

of the store.


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Standardized

Coefficients

B Std. Error Beta

(Constant) 1.810 .487

QUALITY .298 .078 .355

PRICE .048 .075 .060

PRODUCT .062 .085 .071

LAYOUT .124 .077 .144

Inference:


important role to satisfaction compare to price, layout of the store, variety of products for the

satisfaction. Comparing both Standardized and Unstandardized Coefficients we can conclude

that quality is very important compare to price, layout of the store, variety of products for

satisfy the customers.

Table 4.3.4

Analysis between satisfaction and variables such as Quality, Price, variety of products, layout

of the store, customer service.


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Standardized

Coefficients

B Std. Error Beta

(Constant) 1.702 .527

QUALITY .291 .080 .346

PRICE .045 .075 .055

PRODUCT .052 .087 .060

LAYOUT .123 .077 .143

SERVICES .049 .090 .052

Inference:


important role to satisfaction compare to price, layout of the store, variety of products,

services for the satisfaction. Comparing both Standardized and Unstandardized Coefficients

we can conclude that quality is very important compare to price, layout of the store, variety of

products, services for satisfy the customers.

CHAPTER 5

RESULTS, DISCUSSIONS AND CONCLUSION

5.1 FINDINGS:

The majority of the customer i.e. 74 % are male remaining 26% are female.

72 % of customer are between 20-40 years, 22 % of customer are between 40-60 years

and 6 % are below 20 years.

46 % of customer are professional, 20 % are professional, 16 % are student, 11 % are

housewife and only 6 % are government employee.


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37 % of customers income are between 15000-30000, 33 % of customers income are

between 30000-60000 ,25 % of customers income are between below 15000 and only

5 % of customers income are above 60000.

94 % are convenient in reaching the store customer visits, only 6 % customer are not

convenient in reaching the store.

58 % of customer travel more than 5 kilometers, 36 % of customer travel 2-5

kilometer, and only 6 % travel less than 6 kilometer.

56% of people visit big bazaar only once in a month. About 40% of people visit big

bazaar 2 to 3 times. 4% of people buy more than 3 times in a month.

43 % of customer came to know about big bazaar through news paper, remaining 35

% of customer through friends and remaining 17 % of customer through notices and

only 5 % through radio.

61% of people are satisfied from the product available, then 33% of people agree that

there are more no of products and then 6% people think that the products are ok, and

finally only 1% think that more product are needed

64% people agree that products are high in quality, then 14% of people agree that the

product quality are very high, remaining 20% people accepting the quality.

45% of people agree that the Price are in accepting range, then 47% people saying

that the price are less, and 4% people saying that price are very low and finally 4%

people saying that the price are high.

56% of people agree that the layout of the store is excellent, then 38% people

accepting that the layout is good, then finally only 6% in the neutral zone.

73% people accepting that the customer services is good, then, then 14% of people

agree that the customer services is excellent finally only 13% in the neutral zone.

74% people accepting that the overall satisfaction is good, then 20% of people agree

that the overall satisfaction is excellent, then finally only 6% in the neutral zone.

. 70 % of customer frequently purchase from big bazaar, remaining 27 % will

purchase from big bazaar very frequently and remaining 4% in the neutral zone.

. 65 % of customer agree to recommend big bazaar to others, remaining 23 % strongly

agree to recommend big bazaar to others and remaining 12 % in the neutral zone.

From the correlation analysis we can conclude that

Quality and satisfaction of customer are generally in positive value


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Variety of products and satisfaction of customer are generally in positive value

Layout of the store and satisfaction of customer are generally in positive value

Customer services and satisfaction of customer are generally in positive value

Price of the products and satisfaction of customer are generally in positive value

From the regression beta value shows that quality plays a very important role to

satisfaction compare to price, layout of the store, variety of products, services for the

satisfaction

5.2 SUGGESTIONS & RECOMMENDATIONS

Mostly high class people come to big bazaar and therefore try to attract high income

people.

Most of the people come for discounts & offers, therefore increase the number of

discount offers.

People have a good perception on Price, Quality, Variety & Availability of products.

Lets increase the brand items in the company.


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The customer service was not up to the mark according to the survey.

Even though most of them gave a unsatisfied certificate for the Price ratings in Big

bazaar, some criticized it to be higher than other shops.

The home & kitchen appliances and Electronic goods were highly dominated by

saravana stores and other stores in t-nagar, which has already created a huge impact in

the minds of people.

Apparels and dress material could be promoted with even more discounts and offers;

thereby people would be attracted.

Even though other sections have lots of competitions against Big bazaar, the Groceries

& Beverages section have no competitions for Big bazaar, Therefore a landmark on

this section can be approved easily if tried something new and which could be easily

accessed by the people.

People feel that Big bazaar in express avenue is easily accessible and it is near to the

residential areas.

Since Big bazaar have a good brand image, its accessory brand products can be easily

promoted if they are advertised vigorously.

People are very specific on the branded items in Apparels and Electronics section, so

there is need to put forward a particular brand for the customers.

The customers attributes towards big bazaar is mostly modern and stylish. Therefore

future would be in the hands of the present marketers and the strategies adopted by

them in a futuristic manner.

CONCLUSIONS:


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Variety : Big Bazaar offers a wide variety of products of different prices and different

qualities satisfying most of its customers.

Quality : Providing quality at low prices and having different types of products for

different income customers is another advantage. As Big bazaar aims more toward the

middle income group, the quality of goods is not of the highest quality, and this is

sometimes a disadvantage as some would prefer better quality to the price, making

customers to search for different places.

Price : As noted the prices and offers in Big Bazaar have been one of the reason for the

dissatisfaction. The price ranges and the products offered are to be low to satisfy the

customers.

Location : The location of Big Bazaar has been mainly in the heart of the city or in the

out skirts giving a chance to both the City and the people living outside the city to

shop.

Middle class appeal : Considering the fact that there are a lot middle class families in

India, Big bazaar has had a huge impact on the middle class section of India, the

prices, quality and sales strategy has helped in getting the middle income groups

getting attracted towards Big Bazaar.

Attractive sales : Big bazaar has been known for its great sale and great offers. Big

bazaar has had long lines of people waiting to get into the store for the sale. Therefore,

the sales that Big Bazaar has had has increased sales in a huge way due to the sales

and offers, thus this has been one of the main advantages of Big Bazaar.

Store layout : The store layout and the assortment of goods is best at Big Bazaar, as the

quantity of goods sold is more the arrangement and assortment of goods in the store is

the greatest.

Not acclaimed for very good service : Big Bazaar is not known for high class service.The staff recruited is not very well trained and the billing queues take a long time to

move, this irritates customers which makes them visit the store more seldom

Consumer Satisfaction : Long queues and lower quality leads to dissatisfaction of

customers. Due to factors mentioned above Big Bazaar shoppers are not always

satisfied, this is not a positive for the store.


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Big Bazaar, a part of the Future Group, is a hypermarket offering a huge array

of goods of good quality for all at affordable prices. Big Bazaar with over 140

outlets in different parts of India is present in both the metro cities as well as in

the small towns.

The customer get all kind of products in the Big Bazaar, i.e. they are following

good merchandising mix, but in some section like apparels they have to keep

different brands in order to attract more customer.

Big Bazaar can attract more customers by increasing the product variety,

product assortment.

They can improve their customer satisfaction level, by providing better service

like home delivery etc.

We conclude that Big Bazaar has attracting more number with their product

variety and they also improve the satisfaction level of the customer.

To improve the store environment and product verity, good merchandising mix

inside the big bazaar, to attract the customer, its helps to increase the sales, to improve

the good relationship between the employee and consumer, to provide the good

service to the customer and in the apparels section to increase the branded goods its

also increase the sales.

ABSTRACT

Indian retail sector is witnessing one of the most hectic Marketing activities of all


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times. The companies are fighting to win the hearts of customer who is God said by the

business tycoons. There is always a first mover advantage in an upcoming sector. In

India, that advantage goes to BIG BAZAAR. It has brought about many changes in the

buying habits of people. It has created formats, which provide all items under one roof at

low rates, or so it claims. In this project, we will study its attitude of the customer towards

the store.

Customer attitude is an important issue, particularly those in retail store like big bazaar.

However, it appears that achieving customer positive attitude is often the end goal, as

evidenced by the emphasis on customer attitude surveys. The main assumption that positive

attitude customers are satisfied, loyal customers and thus high levels of satisfaction will lead

to increased sales. As a result of this assumption, customer attitude surveys are often used as a

proxy for satisfaction, loyalty and other outcomes. A sample of 150 samples was surveyed on

their attitude and satisfaction of customers.

The Research titled A Study on shoppers attitude towards big bazaar in Express

Avenue help us to understand what the customers attitude about the variety of products,

quality, price, customer service, retail layout design during the purchase process in Big

Bazaar. The study helps to analyze whether the factors is at best or need improvements

thereby makes the customer to easily make the purchase.

The study also helps the Top management to effectively retain the customers by providing

a best one which is convenient for the customers.

The research was carried out as per the steps of Marketing Research. The well

supportive objectives were set for the study. To meet the objectives primary research was

undertaken. The data collection approach adopted was experimental research & survey

research. The instrument used for the data collection was observation & questionnaire.

The target respondents were the visitors of BIG BAZAAR, with the sample size of 110 for

new whole project

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