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1
Customer Insights and Shopper Feedback
Collected from Exit Interviews conducted at:Big Bazaar – Wazirpur, Inderlok, Rajauri
Food Bazaar – M2K Mall
more.Megastore - Rohini
Details of Survey
The survey was done over 5 stores: Food Bazaar, more.Megastore, and 3 Big Bazaars.
In addition to the questionnaire, respondents were also asked for qualitative feedback.
There were deliberate efforts by the interviewers that an equal number of male and females are surveyed, as well as equal number of shoppers in each section.
The number of respondents were:Big Bazaar Wazirpur – 201Big Bazaar Inderlok – 200Big Bazaar Rajauri – 185
Food Bazaar – 186More.Megastore – 210
These numbers will be repeated in orange circles alongside graphs wherever relevant.
2
Contents
1 DATA COLLECTED and FINDINGS
2 QUALITATIVE DATA and INSIGHTS UNCOVERED
3 RECOMMENDATIONS SET
1. Customer Demographics
2. Imagery
3. Shopping Habits
4. Category-Specific Feedback
5. Media Habits
1. Big Bazaar, Wazirpur
2. Big Bazaar, Inderlok
3. Big Bazaar, Rajauri
4. Food Bazaar
5. More.Megastore
6. Insights
1. Customer Profiling
2. What Works
3. What Doesn’t
4. SWOT Analysis
5. Recommendations List
3
Figures expressed are in percentage of respondents who were surveyed at a given store.
Big
Bazaar,
Wazirpur
Big
Bazaar,
Inderlok
AGE:
1.50%
5.50%
20%
24%
29.50%
10%
6.50%
1% 0.50% 0.50%0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Less than18
18-24 25-30 31-35 36-40 41-45 46-50 51-55 56-60 More than60
4.50%
30%
42.50%
16.50%
5%
1%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
<18 years 18-30 years 31-40 years 41-50 years 51-60 years >60 years
201
200
6
3633
55
46
12
4
0
10
20
30
40
50
60
25-30 31-35 36-40 41-45 46-50 51-55
Figures expressed are in number of respondents who were surveyed at a given store.
Big
Bazaar,
Rajauri
Food
Bazaar
AGE:
2.16% 2.70%
25.95%
28.65%27.03%
9.73%
3.78%
Less than 18 18-24 31-35 36-40 41-45 46-50 51-55
185
186
7
Figures expressed are in percentage of respondents who were surveyed at a given store.
more.
Megastore
AGE:
1.90%
2.86%
10.00%
23.33%
29.52%
19.52%
7.62%
5.24%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Less than 18
18-24
25-30
31-35
36-40
41-45
46-50
51-55
Age
210
8
Figures expressed are in percentage of respondents who were surveyed at a given store.
Figures expressed are in percentage of respondents who were surveyed at a given store.
GENDER:
Big Bazaar, Rajauri
Food Bazaar
58%
42%
58%
42%
39%
61%
Big Bazaar, Wazirpur
49.5%
50.5%
Big Bazaar, Inderlok
67%
33%
More.Megastore
Male
Female
201 200 185
186 210
9
Figures expressed are in percentage of respondents who were surveyed at a given store.
RELIGION:
Big Bazaar, RajauriBig Bazaar, Wazirpur Big Bazaar, Inderlok
Hindu70%
Sikh30%
Hindu
Sikh
85%
0%12%
0%
0%
3%
Hindu
Muslim
Sikh
Christian
Parsi
Others
89%
3.00%6%
1.50%
Hindu
Muslim
Sikh
Christian
91%
3.50%4%1.50%
Hindu
Muslim
Sikh
Christian
Reliable and sufficient data could not be obtained due to respondents’
reluctance
201 200 185
186
10
Food Bazaar More.Megastore
Findings:
The Big Bazaar at Wazirpur attracts far more female customers than any other store.
Of all the stores, more.Megastore is visited by the least amount of female customers.
The age group of 25 years and under is a very rare visitor to the stores.
More.Megastore attracts a marginally greater amount of customers over the age of 50 years.
The age group of 30-45 years is by far the most frequent visitor to the given stores.
11
Big Bazaar, Wazirpur:
0
10
20
30
40
50
60
70
80
90
12
3
4
5
6
7
8
9
10
11
12
131415
16
17
18
19
20
21
22
23
24
25
26
27
More. megastore
Big Bazaar
Food Bazaar
others
Figures expressed are in percentage of respondents who awarded an attribute to a given store.
201
13
Big Bazaar, Wazirpur:
We can see that to shoppers at this store, Big Bazaar scores on most attributes.
Specifically, it scored highest in these attributes- Sell at lower prices on a daily basis and Has attractive offers, deals and promotions.
Food Bazaar scored more than Big Bazaar in Has fresh quality fruits & vegetables and Fruits & vegetables is good value for money.
More.Megastore’s highest scores were in Staff is responsive & helpful, staff makes you feel welcome and You usually get what you want at this store.
There was an apparent lack of awareness about the More brand as compared to the Big Bazaar brand.
14
Big Bazaar, Inderlok:
21 1915 22
19
19
17
9
1411
201
13101311
610
110
13
20
1915
28
0 0
0
20
40
60
80
100
120
140
160
12
3
4
5
6
7
8
9
10
11
12
131415
16
17
18
19
20
21
22
23
24
25
26
27
More. megastore
Big Bazaar
Food Bazaar
others
Figures expressed are in number of respondents who awarded an attribute to a given store.
200
15
Big Bazaar, Inderlok:
Big Bazaar’s highest scores here were in This store has basic amenities and It is spacious.
More.Megastore’s highest score was in Has fresh quality fruits & vegetables, but it scored lower than Big Bazaar on all the attributes.
Food Bazaar had negligible presence in the respondent mindset at this store, as evidenced by the spider chart.
Very few of these respondents had ever visited more.Megastore, as they were unaware on how to judge it on attributes like spaciousness, billing, staff service etc.
Big Bazaar scored the lowest on Billing and checkout is quick.
16
Big Bazaar, Rajauri:
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
12
3
4
5
6
7
8
9
10
11
12
131415
16
17
18
19
20
21
22
23
24
25
26
27
Big Bazaar
Food Bazaar
More Megastore
Others
Figures expressed are in percentage of respondents who awarded an attribute to a given store.
185
17
Big Bazaar, Rajauri:
Of all the choices, including ‘other stores’, more.Megastore scored the lowest at this location.
Big Bazaar scored the highest in Sells at lower prices on a daily basis and Communication is interesting.
More.Megastore scored the lowest on every attribute; and its highest score was in Offers wide range in any product I wish to buy.
Food Bazaar scored more than Big Bazaar in 11 of the attributes, including Sells at lower prices on a daily basis.
Other or local stores scored relatively high in Complaints are addressed promptly and to my satisfaction.
18
Food Bazaar:
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
12
3
4
5
6
7
8
9
10
11
12
131415
16
17
18
19
20
21
22
23
24
25
26
27
Food Bazaar
Big Bazaar
moreMegastore
Figures expressed are in percentage of respondents who awarded an attribute to a given store.
186
19
Food Bazaar:
This store gave the most even distribution of scores between Big Bazaar and more.Megastore among all stores surveyed.
More.Megastore scored more than Big Bazaar in 17 of the attributes.
More.Megastore’s highest scores were in Offers wide range in any product, Stocks latest products and Staff is responsive and helpful.
Big Bazaar’s highest score was in Communication is interesting.
Food Bazaar scored more than the other stores in 5 attributes, including Store has basic amenities and Leaflets/mailers are useful.
20
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
Lower PricesCommunication
Wide Range
Latest Products
Fresh Fruits & Veg
Easy to find
Pleasure Shopping
Staff responsive
Welcoming Staff
Get what you want
Basic Amenities
Leaflets / Mailers
Attractive OffersPrice labelingFruits & Veg - Value for Money
Loyalty Card
Spacious
InHouse Brands
Premium Products
Great Savings
Free and Easy Parking
Accepts Coupons
Home Delivery
Convenient to get to
Billing and check out is quick
Billing is error greeComplaint Resolution
Food Bazaar (85)
Big Bazaar (83)
MoreMegastore (210)
More.Megastore:
Figures expressed are in percentage of respondents who awarded an attribute to a given store.
210
21
More.Megastore:
Big Bazaar’s highest scores were in Communication is interesting, Leaflets/mailers are useful and Attractive offers, deals and promotions.
More.Megastore’s highest scores were in Billing and checkout is quick and Offers wide range in any product.
More.Megastore scored more than Big Bazaar in 3 attributes- It is a pleasure shopping at this store, Has ample free and easy parking and Billing and checkout is quick.
Food Bazaar scored more than the other stores in 6 attributes.
Food Bazaar’s highest scores were in Sells at lower prices on a daily basis and Get great savings on my shopping at this store.
22
Big Bazaar, Wazirpur:
0%
0%
0%
2.50%
10%
20.50%
30.50%
22%
10.50%
1%
2%
0% 5% 10% 15% 20% 25% 30% 35%
Less than Rs.3,001
Rs. 3,001- Rs. 5,000
Rs. 5,001- Rs. 7,500
Rs. 7,501- Rs. 12,500
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 – Rs,1,25,000
More than Rs,1,25,000
Total monthly household income
0% 10% 20% 30% 40% 50%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store where you spend most
0% 20% 40% 60% 80%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store which you visit regularly
201
24Figures expressed are in percentage of respondents who were surveyed at a given store.
Big Bazaar, Inderlok:
0%
0%
0%
3.00%
4%
11.00%
15.00%
33%
28.50%
4%
2%
0% 5% 10% 15% 20% 25% 30% 35%
Less than Rs.3,001
Rs. 3,001- Rs. 5,000
Rs. 5,001- Rs. 7,500
Rs. 7,501- Rs. 12,500
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 – Rs,1,25,000
More than Rs,1,25,000
Total monthly household income
0% 20% 40% 60% 80%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store where you spend most
0% 20% 40% 60% 80%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store which you visit regularly
200
25Figures expressed are in percentage of respondents who were surveyed at a given store.
Big Bazaar, Rajauri:
0%
0%
0%
3.00%
4%
11.00%
15.00%
33%
28.50%
4%
2%
0% 5% 10% 15% 20% 25% 30% 35%
Less than Rs.3,001
Rs. 3,001- Rs. 5,000
Rs. 5,001- Rs. 7,500
Rs. 7,501- Rs. 12,500
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 – Rs,1,25,000
More than Rs,1,25,000
Total monthly household income
0% 20% 40% 60% 80%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store where you spend most
0% 20% 40% 60% 80%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store which you visit regularly
0.54%
4.32%
10.81%
12.97%
16.76%
12.43%
21.62%
9.73%
5.41%
0.54%
1.08%
Less than Rs.3,001
Rs. 3,001- Rs. 5,000
Rs. 5,001- Rs. 7,500
Rs. 7,501- Rs. 12,500
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 – Rs,1,25,000
More than Rs,1,25,000
0%
0%
0%
40.54%
18.91%
49.72%
0% 10% 20% 30% 40% 50% 60%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
0%
0%
0%
44.86%
16.75%
60.54%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall, Rohini
Local Neighbourhood Stores
185
26Figures expressed are in percentage of respondents who were surveyed at a given store.
Food Bazaar:
4
75
67
20
11
2
7
0 50 100
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 –Rs,1,25,000
Did not tell
Monthly Household Income
1.6%
12.4%
4.8%
1.1%
57.0%
23.1%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall,…
Local Neighbourhood Stores
Store where you shop the most
186
27Figures expressed are in percentage of respondents who were surveyed at a given store.
1.307189542
10.78431373
3.921568627
0.653594771
49.67320261
33.66013072
0 20 40 60
Store You Visit Regularly
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, Rajouri…
Food Bazaar, M2K…
Local Neighbourhood…
Store you visit regularly
More.Megastore:
0.48%
0.48%
5.24%
28.57%
26.67%
16.67%
9.05%
2.86%
2.38%
7.62%
0.0
0%
5.0
0%
10
.00
%
15
.00
%
20
.00
%
25
.00
%
30
.00
%
Rs. 5,001- Rs. 7,500
Rs. 7,501- Rs. 12,500
Rs 12,501-Rs.17,000
Rs 17,001-Rs.30,000
Rs. 30,001-Rs. 40,000
Rs. 40,001 - Rs.60,000
Rs. 60,001 - Rs.85,000
Rs.85,000 – Rs,1,25,000
More than Rs,1,25,000
Did not tell
Household Income
44.90%
12.76%
6.63%
1.02%
9.18%
25.51%
0.0
%
10
.0%
20
.0%
30
.0%
40
.0%
50
.0%
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, West Gate Mall,…
Food Bazaar, M2K Mall, Rohini
Local Neighbourhood Stores
Store where you shop the most
210
28Figures expressed are in percentage of respondents who were surveyed at a given store.
37.5
16.99
8.01
7.37
17.63
12.5
0 10 20 30 40
more. MEGASTORE
Big Bazaar,Wazirpur
Big Bazaar, Indra Lok
Big Bazaar, Rajouri…
Food Bazaar, M2K…
Local Neighbourhood…
Store you visit regularly
Figures are expressed as averages of all the responses given.
Big Bazaar, Wazirpur:
54.23%
58.71%
46.77%
38.81%
30.85%
18.41%
Fresh Products
Packaged Branded Foodand Non-food Section
Staples
Clothes
General Merchandise
CDIT
Sections Shopped At
3.25
3.09
3.13
3.28
3.31
2.90 3.00 3.10 3.20 3.30 3.40
AVAILABILITY OF THEPRODUCTS
RANGE OF PRODUCTS
FRESHNESS OF FRUITSAND VEGETABLES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Fresh Products
3.34
3.02
3.14
3.32
3.42
2.83
0 1 2 3 4
Fresh Products
Packaged Branded…
Staples
General Merchandise
Clothes
CDIT
Overall Experience
3.04
3.14
3.18
3.14
3.07
2.95 3.00 3.05 3.10 3.15 3.20
QUALITY OFPRODUCTS
AVAILABILITY OFPRODUCT VARIANTS
RANGE OF PRICES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Staples Section
3.35
3.52
3.46
3.15
3.54
3.67
2.80 3.00 3.20 3.40 3.60 3.80
WIDE RANGE
RANGE OF PRICE…
AVAILABILITY OF…
QUALITY/FINISH
LOWEST PRICES
AVAILABILITY OF…
GM Section
3.16
3.20
2.88
2.88
2.72
2.402.602.803.003.203.40
AVAILABILITY OF THEPRODUCTS
RANGE OF PRODUCTS
FRESHNESS OFPRODUCTS
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Packaged Food & Non Food
201
30
Figures are expressed as averages of all the responses given.
Big Bazaar, Wazirpur:
2.74
2.63
2.79
2.37
3.11
2.84
2.61
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50
VARIETY OF BRANDS
AVAILABILITY OF MODELS
AVAILABILITY OF THE SIZES
AVAILABILITY OF THE LATESTPRODUCTS
LOWEST PRICES
KNOWLEDGE OF PERSONNEL
AVAILABILITY OF BEST OFFERS
CDIT Section
3.56
3.44
3.23
3.44
3.21
3.28
3.21
3.42
3.58
3.37
3.00 3.10 3.20 3.30 3.40 3.50 3.60 3.70
COLOURS
SIZES
PATTERNS & DESIGNS
RANGE OF PRICES
RANGE OF BRANDS
QUALITY OF FABRIC
QUALITY OF FINISH
FIT AND COMFORT
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Clothes Section
Series1
201
31
Figures are expressed as averages of all the responses given.
Big Bazaar, Inderlok:
46.60%
53.30%
44.60%
44.30%
34.60%
33.33%
Fresh Products
Packaged Branded
Staples
General…
Clothes
CDIT
Sections Shopped at
3.65
4.05
4.1
3.86
3.63
3.26
Fresh Products
Packaged Branded
Staples
General…
Clothes
CDIT
Overall Experience
3.58
3.12
2.82
3.08
4
AVAILABILITY OF THEPRODUCTS YOU WANTED…
RANGE OF PRODUCTS TOCHOOSE
FRESHNESS OF FRUITS ANDVEGETABLES
LOWEST PRICES ASCOMPARED TO OTHER…
AVAILABILITY OF BESTOFFERS IN THE CITY
Fresh Products
3.61
3.29
3.11
3.57
3.6
AVAILABILITY OF THEPRODUCTS YOU WANTED
RANGE OF PRODUCTS TOCHOOSE FROM IN EVERY…
FRESHNESS OF PRODUCTS
LOWEST PRICES ASCOMPARED TO OTHER…
AVAILABILITY OF BESTOFFERS IN THE CITY
Packaged Branded
3.93
3.27
4.2
3.69
3.97
4.41
Wide Range od Designs,Patterns to choose from
Availaibility of wide rangeof price points
Availability of latestproducts
Quality/Finish of products
Lowest prices as comparedto other stores
AVAILABILITY OF BESTOFFERS IN THE CITY
GM
3.56
3.8
4.55
3.31
3.86
QUALITY OF PRODUCTSAVAILABLE
AVAILABILITY OF PRODUCTVARIANTS
RANGE OF PRICES TO SUITYOUR BUDGET
LOWEST PRICES ASCOMPARED TO OTHERS
AVAILABILITY OF BESTOFFERS IN THE CITY
Staples
200
32
Figures are expressed as averages of all the responses given.
Big Bazaar, Inderlok:
3.51
3.58
3.28
3.09
3.41
3.25
3.15
3.21
4.17
4.16
RANGE OF COLOURS AVAILABLE
RANGE OF SIZES AVAILABLE
RANGE OF PATTERNS
RANGE OF PRICES OFFERED
RANGE OF BRANDS AVAILABLE
QUALITY OF FABRIC
QUALITY OF THE FINISH
FIT AND COMFORT
LOWEST PRICES
AVAILABILITY OF BEST OFFERS
Clothes
3.68
3.34
3
2.97
4.43
4.08
4.1
VARIETY OF BRANDS TOCHOOSE FROM
AVAILABILITY OF MODELSAS PER YOUR
REQUIREMENTS
AVAILABILITY OF THE SIZESAND CAPACITIES OF YOUR
REQUIREMENTS
AVAILABILITY OF THELATEST PRODUCTS/
MODELS
LOWEST PRICES ASCOMPARED TO OTHERSTORES IN YOUR CITY
KNOWLEDGE OFPERSONNEL ABOUT THE
PRODUCT SPECIFICATIONS
AVAILABILITY OF BESTOFFERS IN THE CITY
CDIT
200
33
Figures are expressed as averages of all the responses given.
Big Bazaar, Rajauri:
52.24%
39.30%
27.86%
10.95%
17.41%
7.96%
Fresh Products
Packaged Branded Foodand Non-food Section
Staples
Clothes
General Merchandise
CDIT
Sections Shopped At
3.55
3.36
3.52
3.29
3.51
3.44
3.00 3.20 3.40 3.60
Fresh Products
Packaged Branded…
Staples
General Merchandise
Clothes
CDIT
Overall Experience
3.40
3.44
3.38
3.49
3.20
3.00 3.20 3.40 3.60
AVAILABILITY OF THEPRODUCTS
RANGE OF PRODUCTS
FRESHNESS OF FRUITSAND VEGETABLES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Fresh Products
3.53
3.56
3.49
3.57
3.17
2.803.003.203.403.603.80
AVAILABILITY OF THEPRODUCTS
RANGE OF PRODUCTS
FRESHNESS OFPRODUCTS
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Packaged Food & Non Food
3.41
3.50
3.76
3.38
3.35
3.26
3.00 3.20 3.40 3.60 3.80 4.00
WIDE RANGE
RANGE OF PRICE…
AVAILABILITY OF…
QUALITY/FINISH
LOWEST PRICES
AVAILABILITY OF…
GM Section
3.24
3.69
3.73
3.58
3.31
3.00 3.20 3.40 3.60 3.80
QUALITY OFPRODUCTS
AVAILABILITY OFPRODUCT VARIANTS
RANGE OF PRICES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Staples Section
185
34
Figures are expressed as averages of all the responses given.
Big Bazaar, Rajauri:
3.23
3.45
3.86
3.50
3.50
3.56
3.33
3.50
3.44
3.39
2.80 3.00 3.20 3.40 3.60 3.80 4.00
COLOURS
SIZES
PATTERNS & DESIGNS
RANGE OF PRICES
RANGE OF BRANDS
QUALITY OF FABRIC
QUALITY OF FINISH
FIT AND COMFORT
LOWEST PRICES
AVAILABILITY OF BEST OFFERS
Clothes Section
3.38
3.28
3.45
3.52
3.03
4.24
3.31
0.00 1.00 2.00 3.00 4.00 5.00
VARIETY OF BRANDS
AVAILABILITY OF MODELS
AVAILABILITY OF THE SIZES
AVAILABILITY OF THE LATESTPRODUCTS
LOWEST PRICES
KNOWLEDGE OF PERSONNEL
AVAILABILITY OF BEST OFFERS
CDIT Section
185
35
Figures are expressed as averages of all the responses given.
Food Bazaar:
68.8%
95.7%
65.1%
7.0%
Fresh Products
Packaged BrandedFood and Non-food…
Staples
General Merchandise
Sections Shopped At
3.57
3.48
3.71
3.00
Fresh Products
Packaged Branded Foodand Non-food Section
Staples
General Merchandise
Overall Experience
3.67
3.49
3.18
3.39
3.64
AVAILABILITY OFTHE PRODUCTS
RANGE OFPRODUCTS
FRESHNESS OFFRUITS AND…
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Fresh Section
3.83
3.60
3.86
3.78
3.63
QUALITY OFPRODUCTS
AVAILABILITY OFPRODUCT VARIANTS
RANGE OF PRICES
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Staples Section
3.04
3.12
3.81
3.46
2.58
AVAILABILITY OFTHE PRODUCTS
RANGE OFPRODUCTS
FRESHNESS OFPRODUCTS
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Packaged Food & Non Food
0.0 2.0 4.0
Wide Range
Range of price…
Availability of…
Quality/Finish
Lowest prices
AVAILABILITY OF…
GM Section
186
36
Figures are expressed as averages of all the responses given.
More.Megastore:
52.9%
73.8%
48.1%
4.8%
16.2%
30.5%
Fresh Products
Packaged Branded…
Staples
General Merchandise
Clothes
CDIT
Sections Shopped At
3.58
3.41
3.75
3.00
2.82
3.37
Fresh Products
Packaged Branded…
Staples
General Merchandise
Clothes
CDIT
Overall Experience
3.63
3.48
3.16
3.33
3.63
AVAILABILITY OF THEPRODUCTS
RANGE OF PRODUCTS
FRESHNESS OF FRUITSAND VEGETABLES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Fresh Products
3.82
3.58
3.95
3.89
3.63
QUALITY OFPRODUCTS
AVAILABILITY OFPRODUCT VARIANTS
RANGE OF PRICES
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Staples Section
2.75
3
3.75
3.5
2.25
AVAILABILITY OFTHE PRODUCTS
RANGE OFPRODUCTS
FRESHNESS OFPRODUCTS
LOWEST PRICES
AVAILABILITY OFBEST OFFERS
Packaged Food & Non Food
2.0
3.0
3.0
3.0
3.0
2.5
WIDE RANGE
RANGE OF PRICE…
AVAILABILITY OF…
QUALITY/FINISH
LOWEST PRICES
AVAILABILITY OF…
GM Section
210
37
Figures are expressed as averages of all the responses given.
More.Megastore:
3.03
3.38
3.22
3.35
2.96
3.11
2.59
3.26
3.04
2.96
0.00 1.00 2.00 3.00 4.00
COLOURS
SIZES
PATTERNS & DESIGNS
RANGE OF PRICES
RANGE OF BRANDS
QUALITY OF FABRIC
QUALITY OF FINISH
FIT AND COMFORT
LOWEST PRICES
AVAILABILITY OF BESTOFFERS
Clothes Section
3.51
3.47
3.31
3.64
3.31
3.36
3.16
2.80 3.00 3.20 3.40 3.60 3.80
VARIETY OF BRANDS
AVAILABILITY OF MODELS
AVAILABILITY OF THE SIZES
AVAILABILITY OF THE LATESTPRODUCTS
LOWEST PRICES
KNOWLEDGE OF PERSONNEL
AVAILABILITY OF BEST OFFERS
CDIT Section
210
38
Figures are expressed as percentages of all the responses given.
Big Bazaar, Wazirpur:
48.50%
60.50%
39.50%
28%
11%
Big FM
Radio Mirchi
Radio One
Red FM
Air FM
Which radio channel do you listen to
34.50%
37.50%
8%
17.50%
11.50%
3.50%
0.50%
0.50%
Hindustan Times
The Times of India
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
Which Newspaper you read the most
201
40
Figures are expressed as averages of all the responses given.
Big Bazaar, Inderlok:
24.00%
42.50%
12.00%
19%
4%
Big FM
Radio Mirchi
Radio One
Red FM
Air FM
Which radio channel do you listen to
30.50%
42.00%
8%
7.00%
15.00%
4.50%
6.50%
22.50%
Hindustan Times
The Times of India
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
Which Newspaper you read the most
200
41
Figures are expressed as averages of all the responses given.
Big Bazaar, Rajauri:
24.00%
42.50%
12.00%
19%
4%
Which radio channel do you listen to
30.50%
42.00%
8%
7.00%
15.00%
4.50%
6.50%
22.50%
Hindustan Times
The Times of India
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
Which Newspaper you read the most
38.92%
29.73%
24.32%
43.78%
22.16%
8.65%
Big FM
Radio Mirchi
Radio One
Red FM
Air FM
OTHERS
44.32%
44.86%
0.54%
23.78%
7.03%
3.24%
5.95%
6.49%
Hindustan Times
The Times of India
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
185
42
Figures are expressed as averages of all the responses given.
Food Bazaar:
27.96%
65.59%
30.65%
38.71%
8.06%
3.23%
1.08%
0.00%
Hindustan Times
The Times ofIndia
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
Which Newspaper do you read most
Sufficient and reliable data could not be obtained.
186
43
Figures are expressed as averages of all the responses given.
More.Megastore:
30.11%
49.46%
15.05%
44.09%
12.90%
10.22%
11.83%
5.91%
Hindustan Times
The Times of India
Mail Today
Navbharat Times
Hindustan
Punjab Kesari
Dainik Jagran
OTHERS
Which Newspaper do you read most
Sufficient and reliable data could not be obtained, with most respondents tentatively picking either ‘Radio
Mirchi’ or stating that they listened to “whatever was playing something nice at that time.”
210
44
Big Bazaar, Wazirpur:
BILLING & CHECKOUT
Billing system should be faster
Queues are long
Waiting time is too long
PRODUCTS & PRICES
Range of products is good but variety in each section is
not
Some products are outdated, or price
is not clear
Quality of the clothes is not good
SERVICES & AMENITIES
No seating space
Shelves are not properly
organised, staff rare
ADVERTISING & PROMOTIONS
Location close to Metro is
convenient
GENERAL & MISC
Parking is very convenient and close to the exit
Good store, but cheap quality
Kidswear range is good, no women’s
formal clothing
46
Big Bazaar, Inderlok:
BILLING & CHECKOUT
Good loyalty scheme
PRODUCTS & PRICES
Popular brands are in limited
stock
Range of electronics is good
Quality seems okay, but poor for
some products
Clothes aren’t branded and not
much variety
SERVICES & AMENITIES
No seating space
Staff not very helpful
Camera not allowed, and people eating
inside the store
ADVERTISING & PROMOTIONS
Don’t know about the loyalty scheme
Communication is interesting
GENERAL & MISC
Many visitors are first time visitors
Replenishing problem as
shelves are empty sometimes
47
Big Bazaar, Rajauri:
BILLING & CHECKOUT
Checkout is quick and easy
Long queues during peak periods in the
evening
PRODUCTS & PRICES
Prices reasonable and good sales on
Excellent range in clothing and accessories
Poor quality of apparel
Comprehensive range of products
SERVICES & AMENITIES
Spacious and ample seating space
Staff not very helpful, absent or
apathetic
Constant announcements on the loudspeaker are
annoying
ADVERTISING & PROMOTIONS
Great sales offers on clothes like jeans
and tshirts
Big Bazaar is a powerful and well
known brand
GENERAL & MISC
Parking facilities for the store are poor
Water and washroom
conditions are not very hygienic
48
Food Bazaar:
BILLING & CHECKOUT
Checkout is quick and easy
PRODUCTS & PRICES
Some vegetables are not fresh
Some vegetables are not available
Poor variety and availability of
products
SERVICES & AMENITIES
ADVERTISING & PROMOTIONS
Promotions are good but
availability is not
Big Bazaar is a better choice
GENERAL & MISC
Own brand of Food Bazaar is
dismal
49
More.Megastore:
BILLING & CHECKOUT
Checkout is quick and easy because of short queues
Good to see that all counters are
operating
PRODUCTS & PRICES
Range of products is limited
Products are fresh
Pricing seems standard
SERVICES & AMENITIES
Thank you for all the seating space,
I can bring my family with me
Parking is convenient
It is a little far away and in a crowded area
Staff is helpful and is dressed neat
ADVERTISING & PROMOTIONS
Good offers are on almost all the time
Not as active as Big Bazaar
GENERAL & MISC
Own brand is okay, but I prefer the known ones
Am not that frequent a buyer to use the loyalty
scheme
50
Insights:
Qualitative Quantitative
Customers appreciate it if all visible counters in a store are operational.
The ‘peak-hours’ excuse is not enough to assuage customer frustration regarding long queues.
From the given total respondent set, it can be concluded that loyalty schemes are not used much and awareness
regarding them is low.
The apparel shopping customer is generally dissatisfied with both the range and quality of products available.
The attitude and willingness to help of the store staff is highly important to the customer. It may either put
him/her off or facilitate the making of a sale.
High-purchase customers generally come with family and kids- this also includes the elderly. These customers
look for other services like- convenient parking, drinking water, hygienic store etc.
In all the stores surveyed it was found that majority of the customers are between 30-50 years of age.
Youngsters below 25 form only around 3% of the entire respondent set.
Among the stores, Food Bazaar captures the highest percentage of below-25 year olds, indicating that youngsters prefer Food Bazaar for their bread and
vegetable needs.
There is a marked difference in the number of females who come to shop at Big Bazaar and the number that
come to more.Megastore, in favor of the former.
In terms of imagery, consumer perceptions lean mostly towards Big Bazaar, indicating that more.Megastore does not have the presence the former has. Factual
information indicates that more.Megastore has in fact more space, better amenities and parking than most of
the Big Bazaar stores surveyed, yet consumer perception do not reflect this.
51
Insights:
Qualitative Quantitative
Most customers ignore or are annoyed by frequent in-store loudspeaker announcements .
Seating/resting space is valued by family-oriented customers.
Customers are put off by outdated products, unstackedor disorganized shelves, illegible or nonexistent price tags
etc.
Store location is often instrumental in high footfall. Stores near Metro stations are favored by customers for
the convenience.
Customers generally look out for promotions, sales schemes etc. but Big Bazaar is more visible in this domain
compared to more.Megastore.
Often stores do not stock entire ranges, for ex. they may have women’s formal attire but no children’s clothing.
This deters customers who come with their entire families with the intention of buying for everyone.
Especially during holidays like Diwali.
Consumers spend the most at their local stores, indicating that vicinity of store place a role in customer
decision making.
Across all stores, around 50% of all customer shopping is dedicated to packaged and branded food and non-food
and fresh products.
Even though more.Megastore has ample space, amenities and parking along with good range of products
there is no marked difference in overall experience between this and the other stores.
Radio Mirchi, Red FM, Times of India and Hindustan Times are the most subscribed information mediums.
Radio Mirchi, Red FM, Times of India and Hindustan Times are the most subscribed information mediums.
52
Customer Profiling
The average customer that walks into more.Megastore would be between 30-50 years of age, a male with a total monthly household income between Rs. 17,000 to Rs. 40,000 and
would read either Times of India or Navbharat Times.
In addition, he would also probably spend more at more.Megastore than he does at his local neighborhood store.
The average customer would spend little on clothes or general merchandise. The bulk of his purchases would be spread between packaged branded food and non-food, fresh
products and staples. He could also spend some money on CDIT.
Still, he would probably not consider himself that frequent a buyer to subscribe to any loyalty schemes, especially as he notes that good promotions are anyway on all the time
both at more.Megastore and Big Bazaar.
It is likely that this customer will also bring his family along because of the store’s services and amenities but the low purchase on general merchandise and clothes indicates that he
does not come to shop for his entire family.
54
Customer Profiling
If the customer is a female, she would be disappointed at the limited range of clothing and women’s apparel. She would also not be excited at the standard pricing.
In addition, she would prefer known brands to more.Megastore’s own brands.
Chances are that she will perceive Big Bazaar for lower prices and better sales deals, but she may appreciate more.Megastore’s helpful and neat staff.
If the customer intends to shop across a wide range of products for his/her entire family they would be willing to put up with Big Bazaar’s long queues in return for a wider range
and variety of products.
55
What Works What Doesn’t
Ample parking space
Helpful and willing staff
Drinking water, restroom, seating facilities
Spacious store and short waiting times
No outdated products, unlined shelves etc.
Vicinity to residential areas, close enough to be a substitutable for local stores.
Promotions are not capturing public awareness.
Perception of Big Bazaar as the place for promotions and sales discounts etc.
Lesser visibility of the More brand compared to the Big Bazaar brand.
Poor footfall of female customers.
Limited range in clothing and apparel, although whether this is the cause of less shopping in that department or
the effect of it- we do not know.
Higher number of stores can have a feedback effect in terms of brand equity and public awareness.
56
SWOT Analysis
• Store’s own brand is not preferred.
• Loyalty scheme does not seem to be attracting enough customers.
• As local stores mushroom store might witness lower footfalls.
• Staff is helpful and friendly in the store.
• Store’s CDIT section can attract greater footfall of under 25-year olds.
• Ample parking and large space can accommodate crowded holiday-time numbers as well.
• Competing Big Bazaar’s are relatively far away, store can monopolize affairs.
• Consumer awareness is low regarding the store.
• Consumer perception favors Big Bazaar more in terms of imagery.
• Product range is relatively limited.
• Store does not attract adequate footfall of female customers.
• Store spacing, parking and services are much to consumer satisfaction.
• Store usually witnesses short queues and waiting time.
• Store is located close to Metro Station and residential areas.
• Shelves are regularly updated and outdated products removed.
Strengths Weaknesses
ThreatsOpportunities
57
Recommendations List
More has to spend more on promotions and public awareness building. Why is that despite being more spacious than Big Bazaars and having better amenities do consumer
perceptions still favor the latter?
The promotional campaign should be carried out through- Times of India, Hindustan Times and Navbharat Times in the print medium and Radio Mirchi and Red FM in the radio
medium.
Ads or tickers can also be placed in local cable channels around Rohini to position more.Megastore as the first local neighborhood choice.
Advertisements placed in radio stations should be instrumental in capturing the attention of female customers, especially housewives who listen to the radio while doing house chores.
Attention should be paid to the ambience of the store. Loud noises and crackling announcements are a strict no-no.
58
Recommendations List
Youngsters can be attracted to the store through promotional offers that engage them- such as poster sales, music and dvd discounts etc. In addition, playing (not loud) popular or
favored music in the store would help the ambience.
Most youngsters at Big Bazaar found the CDIT sections unattractive and limited in range. More can spruce up its own CDIT sections by adding newer brands and a wider range to
attract and capture the younger customers.
Promotional and branding communications should seek not to illuminate product-based or direct benefits, rather they should expose the experiential aspect of shopping at
more.Megastore for the entire family.
More can identify the shopping order of customers i.e. find out in what order do customers move through the store’s product departments. Facilitating flow and layout corresponding
to this should also add to the customer experience.
BUT THE MOST IMPORTANT IS BUILDING AWARENESS REGARDING MORE AND THE VARIOUS BENEFITS IT OFFERS OVER OTHER STORES LIKE BIG BAZAAR.
59