PROJECT REPORT ON BIG BAZAAR In Partial Fulfillment of Award of Post Graduate Diploma in Business Management

By

JYOTI SHARMA (212)

(PGDBM)ENTREPRENEURSHIP AND MANAGEMENT PROCESSES INTERNATIONAL

NEW DELHI-74

March 2011

Table of Contents

1. INTRODUCTION TO RETAIL INDUSTRY……………………………………………………….

2. PROFILE OF BIG BAZZAR (KORAMANGLA) ……………………………………………………….. 3. SAMPLING ……………………………………………………… 4. QUESTIONNAIRE ………………………………………………………... 5. FINDINGS AND SUGGESTIONS..…….…………………………………….

6. RECCOMENDATIONS AND CONCLUSION………………………………………………………………

RETAIL INDUSTRY IN INDIA

India has one of the largest numbers of retail outlets in the world. Of the 12

million retail outlets present in the country, nearly 5 million sell food and

related products. Thought the market has been dominated by unorganized

players, the entry of domestic and international organised players is set to

change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding all

previous estimates. According to a study by Deloitte Haskins and Sells,

organised retail has increased its share from 8 per cent of total retail sales in

2007 to 10 per cent in 2008. The fastest growing segments have been the

wholesale cash and carry stores (150 per cent) followed by supermarkets (100

per cent) and hypermarkets (75-80 per cent). Further, it estimates the

organised segment to account for 25 per cent of the total sales by 2011.

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail

industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favourable demographic patterns.

PROFILE OF BIG BAZZAR

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

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

the Indian customers. At Big Bazaar, one can get the best products at the best

prices – that is what they 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 you. And this is just the beginning. Big Bazaar

plans to add much more to complete the shopping experience. Food is the main

shopped for category in this store.

Parent Company:- Pantaloon Retail (India) Limited, is India’s leading retailer

that operates multiple retail formats in both the value and lifestyle segment of the

Indian consumer market.

LINES OF BUSINESS OF THE ABOVE STORE:-

E-tailing

Food

Fashion

Home Solution

General Merchandise

Leisure and Entertainment

Wellness and Beauty

Books and Music

Marketing Strategy:- Big Bazaar is an Indian personification of retail.

It's like an Indian bazaar or mandi or mela, the environment created by traders

to give shoppers a sense of moment. Its personality is of being an entity away

from fancy or pretty and being authentically "no-frills". Kishore Biyani never hired

any foreign consultant for Big Bazaar which is evident from Indian-specific

personality of the brand. The brand's personality is self-explanatory by its tag-line

only. This statement places Big Bazaar at the top of customer's mind. It reflects

that entrepreneurship and simplicity are the essence of character of Big Bazaar.

To use predatory pricing is not in the personality of Big Bazaar, they never sell

goods below the price they have purchased it. Big Bazaar, the "Indian Wal-Mart",

is the modern Indian family's favorite store. Big Bazaar symbolizes modern retail,

the business which isn't looked up to in our country, is now in the eyes of many

multi-national biggies. Big Bazaar has shown a robust growth in recent years.

Scope and Uses:

1. It will extend to the actual field study of these outlets in NCR region.

2. It will give information to prospective customers.

3. Help us gain independent knowledge about the consumer perception of the

outlets identified.

4. The study can help the companies get additional research information.

5. It facilitates evaluation of brand name and customer satisfaction.

ANALYSIS AND INTERPRETATION:

The tools and methods of data collection identified earlier were employed to

gather data on the consumer perception on Big Bazaar. The data accrued,

especially from the interviews and questionnaires circulated, are tabulated and

depicted on graphs in the following pages. The data thus gathered and tabulated

is analysed. The data is then scrutinized and relevant interpretations are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors

3. CUSTOMER SATISFACTION RATIO, 4. LEVEL OF SATISFACTION, 5. CAUSES OF DISATISFACTION,

6. CUSTOMER RESPONSES REGARDING SERVICES

The data collection plan, including procedures, instruments, and forms, was

designed and pre-tested to maximize accuracy. All data collection activities were

monitored to ensure adherence to the data collection protocol and to prompt

actions to minimize and resolve missing and questionable data. Monitoring

procedures were instituted at the outset and maintained throughout the study,

since the faster irregularities can be detected; the greater the likelihood that they

can be resolved in a satisfactory manner and the sooner preventive measures can

be instituted.

Q. 1) Age of the respondents

Analysis

Age of Respondents

37

16

8 9

5

0

5

10

15

20

25

30

35

40

18-28 28-38 38-48 48-58 58-65

Age

No

of

Res

po

nd

ents

From the table, bar graph and pie chart depicted above, the distribution of the

population under study is evident. Of the 75 respondents who answered the

questionnaire, 37 indicated that their ages fell in the category 18-28 years. This

accounts for 49.33% of the respondents. Of the 75 respondents who answered

the questionnaire, only 5 indicated that their ages fell in the category 58-65 years.

This accounts for 6.67% of the respondents who fall in this age group.

Interpretation:

This question is aimed at analyzing the distribution of ages of the population that

visit the stores under study. The age groups laid before the respondent have been

the result of observation and interview. By analysing the responses to this

question, I, as a researcher, as well as companies, can identify the demographics

of the population that visit retail outlets.

The highest number of respondents falls in the age group 18-28. It can be

deduced that most of the consumers who visit retail outlets regularly are the

youth. They make up almost half of the population who shop at retail stores.

It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore. The

disparity can be attributed to the small size of the sample under study.

Q. 2) Gender of the respondents:

Analysis

From the table, bar graph and pie chart depicted above, the distribution of the

consumers is evident. Of the 75 respondents who answered the questionnaire, 40

were female. This accounts for 53.33% of the respondents, almost half of the

population under study.

Of the 75 respondents who answered the questionnaire, the rest 35 were male.

This accounts for 46.67% of the population under study.

Interpretation

This question is aimed at identifying the distribution between the two genders

and how many of them visit the retail stores under study. By analysing the

responses to this question, I as ,a researcher, as well as companies, can identify

the distribution in the number of men and women who

Visit the retail outlets and appropriate decisions can be made keeping these

numbers in mind.

Gender of Respondents

Male46.67%Female

53.33%

The highest number of respondents were female, as is depicted by the graph and

chart presented above. The number of male respondents was less compared to

the female respondents.

This can help the companies and researchers in undertaking future decisions and

studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail

outlets can appeal to the women customers by offering more products geared

especially towards women. They can provide a shopping experience that women

are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men

rather than the women. Since, fewer men visit retail stores as against women, the

companies have a large base of potential customers. By providing products that

are geared towards men and by providing a shopping experience that attracts

men, the retail chains can expand their customer base.

Q. 3) How often do you shop?

How often do you shop?

14

27

34

0

5

10

15

20

25

30

35

40

Once a week Fortnightly Once a month

Frequency

No

o

f R

esp

on

den

ts

How often do you shop?

18.67%

36.00%

45.33%Once a week

Fortnightly

Once a month

Analysis

From the table, bar graph and pie chart depicted above, the frequency of

shopping of the respondents is evident. Of the 75 respondents who answered the

questionnaire, 34 indicated that they shopped once a month. This accounts for

45.33% of the respondents, who visit shops including retail stores once a month.

This accounts for 18.67% of the respondents, who visit shops, malls or retail

stores once every week. It is evident from the responses and the subsequent

tabulation that, on an average, the frequency of shopping among the respondents

can be listed in the following descending order: Once a month, Fortnightly, and

Once a week.

Interpretation

This question is aimed at understanding how frequently consumers visit shops

and buy their products or avail of their services. The frequency points laid before

the respondent have been the result of observation and interview. By analysing

the responses to this question, I as a ,researcher, as well as companies, can

identify the number of times a customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can be

deduced that consumers who shop only once a month look to buy groceries and

other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in bulk.

Moreover, such customers may not be open to experimenting with new stores.

Hence, to capture this market, retail outlets must put in place strategies that

attract them. Once they profess a liking to a certain store, they turn out to be very

loyal customers.

Q. 4) What do you mostly shop at Big Bazaar ?

Analysis

From the table, bar graph and pie chart depicted above, the products frequently

shopped for by consumers is evident. Of the 75 respondents who answered the

questionnaire, 33 indicated that they essentially shopped for clothing at the store

they had indicated earlier. This accounts for 44.00% of the respondents.

It is evident from the responses and the subsequent tabulation that consumers,

on an average, frequently shop for products in the following descending order:

Clothing, Groceries, Accessories, and Others.

Interpretation

This question is aimed at identifying the products consumers shop for frequently

at retail outlets. The product categories laid before the respondent are the result

of observation and interview. By analysing the responses to this question, we, the

44.00%

16.00%

33.33%

4.00%

What do you mostly shop at Big Bazzar?

ClothingAc-ces-sories

What do you mostly shop for at the above-mentioned store?

33

12

25

3

0

5

10

15

20

25

30

35

Clothing Accessories Groceries Others

Items

No

of R

espo

nden

ts

researchers, as well as companies, can identify the main attractions of products

and services offered.

The high number of responses indicate that a large number of consumers visit

retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item

that any retail outlet can provide. One-third of the respondents indicated that the

visit retail outlets to purchase groceries. To the retail stores, the above tabulated

responses lead to a very important result. Clothing is the fastest moving

consumer good. Retail outlets that provide apparel can see a higher rate of

turnover and sales volume. However, the above results cannot be assumed to be

representative of the entire population of Bangalore city. The sample size consists

of only 75 respondents, who were approached on a random basis as they visited

the retail outlets.

Q. 5) Why do you choose Big Bazzar ?

Why do you shop at the above store?

4

20

5

10

4

10 11

3 5 3

0

5

10

15

20

25

Factors

No

of

Re

sp

on

de

nts

Analysis

The responses of the interviewees and consumers have been broadly categorised

into 10 factors that they find impact their shopping decision and result in their

choosing one store over another.

Of the all respondents who answered the questionnaire, 20 replied that quality of

the products is generally the main reason they choose to shop at specific stores.

This accounts for 26.67% of the respondents, who replied saying quality was the

reason why they shopped at the store indicated earlier.

Of the all respondents who answered the questionnaire, 3 answered that store

atmosphere contributed to their shopping decision, while another 3 replied that

proximity of the store played a big role. This accounts for 4.00% of the

respondents, in each case.

Interpretation

This question is aimed at getting direct customer feedback as to the factors that

influence their shopping decision. By analysing the responses to this question, we,

the researchers, as well as companies, can identify the biggest factors that

Why do you shop at the above store?

Fashion, 6.67%

Affordability, 13.33%Variety, 5.33%

All under one roof, 13.33%

Brand name, 14.67%

Quality, 26.67%

Service, 5.33%

Loyalty, 6.67% Proximity, 4.00%Store

atmosphere, 4.00%

influence the consumers in favouring one store over others, direct from the

horse’s mouth.

From the table, graph and chart depicted above, it is evident that customers give

value to a great many number of factors when deciding which store to shop at. It

would be prudent on the part of the company to identify their strong and weak

areas, which attract or drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:

Analysis

From the table, bar graph and pie chart depicted above, the preference points of

consumers is evident. Of the 75 respondents who answered the questionnaire, 23

give first importance to quality when choosing which store to shop at. This

accounts for 30.67% of the respondents, who gave rank #1 to ‘Quality’. Of the 75

respondents who answered the questionnaire, only 5 gave first importance to

proximity of the store when choosing where to shop at. This accounts for 6.67%

of the respondents, who gave rank #1 to ‘Proximity’.

Interpretation

QualityBrandPrice

Store layoutProximity

One-stop shop

0 5 10 15 20 25

2311

166

514

Preferences for Shopping

No of Respondents

Pre

fere

nce

s

Preferences for Shopping

Quality, 30.67%

Brand, 14.67%Price, 21.33%

Store layout, 8.00%

Proximity, 6.67%

One-stop shop, 18.66%

This question is aimed at understanding what elements attract the consumer the

most. The preference points laid before the respondent have been the result of

observation and interview. By analysing the responses to this question, we, the

researchers, as well as companies, can identify the biggest factors that influence

the consumers in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality of

the products on sale. When choosing to shop at a particular store, or when

favouring one store over the others, it is seen that most consumers make this

decision based on the quality of the products on offer. The next criteria that

influence the consumers in favouring a particular store over others are (in

descending order) – Price, One-stop shop, Brand, Store layout, and Proximity. The

quality, price and variety of goods play big roles in the decision making process.

Q. 7) Do advertisement and promotion influence your shopping decision?

Analysis

From the table, bar graph and pie chart depicted above, the influence of

advertisements and promotions on the psyche of consumers is evident. Of the 75

Yes No0

10

20

30

40

5033

42

Do advertisement and promotion in-fluence your shopping decision?

No of Re-spondents

Do advertisement and promotion influence your shopping decision?

Yes44.00%

No56.00%

respondents who answered the questionnaire, 42 replied that advertisements

have little or no effect when deciding where to shop at. This accounts for 56.00%

of the respondents, who indicated the choice ‘No’.

Interpretation

This question is aimed at understanding the effect of advertisements and

promotional activities on the psyche of the consumers. The object is also to

analyze how far advertisements, promotions and other marketing strategies have

an impact on the shopping and buying behaviour of consumers. By analysing the

responses to this question, I as a , the researcher, as well as companies, can

identify the effect of advertising and marketing campaigns on the consumers’

minds and how far advertisements translate into sales.

This is not, however, to say that advertisements and promotional activities have

no bearing on the minds of the consumers at all. The responses only indicate that

advertisements serve to keep the brand in retention although they do not

guarantee sales. The products sold at the stores have the biggest impact on

attracting and retaining customers.

Q. 8) Which form of advertisement do you think is most effective?

Print TV Radio0

10

20

30

40 28

40

7

Which form of advertisement do you think is most effec-tive?

Promotion by

No of Re-spondents

Which form of advertisement do you think is most effective?

TV53.33%

Print37.33%

Radio9.34%

Analysis

From the table, bar graph and pie chart depicted above, the effectiveness of the

various modes of advertising on the psyche of consumers is evident. Of the 75

respondents who answered the questionnaire, 40 indicated that the television is

the most effective means of advertising for a store. This accounts for 53.33% of

the respondents, who indicated the choice ‘TV’.

It is evident from the graph and chart presented above that, in the minds of the

consumers, the effectiveness of the three kinds of media are classified as follows

(in the descending order): Television, Print, and Radio.

Interpretation

This question is aimed at understanding the effectiveness of the three means of

advertising. The object is also to analyze how far advertisements broadcast

through these media percolate into the minds of the consumers.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements through the media

identified. This helps to understand which media is more influential and attracts

more sales.

The respondents give very little credit to radio advertisements. This is indicative of

the fact that most of the public ignore radio advertisements or else that radio

advertising does not translate into sales. Thus, it can be surmised that when

advertising, more effective media to reach the consumer and persuade them to

buy are the television and print media, more so than radio advertising.

Q. 9) Indicate your satisfaction level based on the given parameters for the Big

Bazaar:

BIG BAZZAR Stores0

1020304050

UnsatisfiedSatisfiedHighlysatisfiedNever Visited

Analysis

From the table, bar graph and pie chart depicted above, satisfaction levels with

the above all respondents who answered the questionnaire, some indicated a

satisfactory response towards Big Bazaar, and 2 had not visited the store.

Interpretation

This question is aimed at understanding the satisfaction levels of the consumers

under study – Big Bazaar. The object is also to analyze how far the marketing

Satisfaction Levels with

Big Bazaar

Unsatisf ied, 26.67%

Satisfied, 57.33%

Highly Satisfied, 13.33%

Never Visited, 2.67%

strategies, brand image, advertisements, layout, quality etc., contribute towards

consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand,

price, promotion, product variety etc., on the target consumers. This helps to

understand the current consumer perception about Big Bazzar and the

corresponding satisfaction levels.

There are also quite a few respondents who were highly satisfied with the retail

chains. It is imperative for the stores to find out why this is so. They can modify

and apply the same attractions towards the consumers who are less satisfied.

Analysis

From the pie chart depicted above, satisfaction levels with Big Bazaar are evident.

Of the all consumers who answered this question, 57.33% indicate that they are

satisfied with Big Bazaar.

Interpretation:

Of the consumers approached, mostly agreed to fill in the questionnaire and

answer the above question. The aim of this question is to understand the level of

satisfaction that consumers feel with regards to the retail chain Big Bazaar.

As is evident from the pie chart presented above, a little more than half of the

respondents indicated that they are satisfied with Big Bazaar, while almost one-

eighth indicated that they are highly satisfied with the store. However, almost

one-fourth of the number of respondents indicated that they were unsatisfied

with Big Bazaar.

FINDINGS AND SUGGESTIONS

In the surveys, interviews and study conducted above, I came across many factors

that influence the consumers’ perception of a store and their subsequent

shopping and buying decisions. Here, I present the findings gathered and the

suggestions we offer to companies based on the data gathered and analyzed.

It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore. The

disparity can be attributed to the small size of the sample under study.

The highest number of respondents were female, as is depicted by the graph and

chart presented above. The number of male respondents was less compared to the

female respondents.

Two deductions can be made from the above data collected: one, more women

visit retail outlets than men. Two, more women are willing to fill out

questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions and

studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail

outlets can appeal to the women customers by offering more products geared

especially towards women. They can provide a shopping experience that women

are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men rather

than the women. Since, fewer men visit retail stores as against women, the

companies have a large base of potential customers. By providing products that are

geared towards men and by providing a shopping experience that attracts men, the

retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops. The

frequency points furnished were: Once a week, Fortnightly, and Once a month. By

analysing the responses to this question, we, the researchers, as well as companies,

can identify the number of times a customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can be

deduced that consumers who shop only once a month look to buy groceries and

other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in bulk.

Moreover, such customers may not be open to experimenting with new stores.

Hence, to capture this market, retail outlets must put in place strategies that attract

them. Once they profess a liking to a certain store, they turn out to be very loyal

customers.

Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they shop

so frequently, they must continually be entertained and attracted to make repeat

purchases at stores. When targeting this segment, companies must be able to get

new stock every week, and update their marketing strategies continuously.

Consumers approached were asked which stores they shopped at frequently. The

retail store brands placed before them were Big Bazaar, Shoppers’ Stop, Marks &

Spencer, and others. By analysing the responses to this question, I as, a researcher,

as well as companies, can identify customer preferences among the varied choices

of stores, and can calculate how much market share they hold..

The other stores can be ranked in descending order of preference or frequency of

visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was indicated

by more number of respondents than those who indicated they frequent Marks &

Spencer. This may be because Marks & Spencer targets only the elite classes in a

city where a higher percentage of the population belong to the middle income

group.

In analyzing the other stores that consumers frequent, outlets such as Westside,

Monday to Sunday, More, Central etc., featured. This indicates that more people

frequent stores that cater to the middle income group. This is not to say that Marks

& Spencer has no customer base. However, they may be unable to generate a high

volume of repeat sales.

Consumers approached were asked to indicate the types of products they mostly

shopped for at the stores they had selected earlier. The types of products presented

were Clothing, Accessories, Groceries and others. By analysing the responses to

this question, we, the researchers, as well as companies, can identify the main

attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit retail

outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that any

retail outlet can provide. One-third of the respondents indicated that the visit retail

outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important result.

Clothing is the fastest moving consumer good. Retail outlets that provide apparel

can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the entire

population of Bangalore city. The sample size consists of only 75 respondents,

who were approached on a random basis as they visited the retail outlets.

If set in descending order of influence as indicated by the consumers, the factors

can be listed as: Quality, Brand name, Affordability, All products under one roof,

Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

Consumers approached were asked to rank their preferences on a scale of 1 to 6 of

their preferences when choosing to shop at particular stores. The preference points

placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’, ‘Proximity’,

‘One-stop shop’. By analysing the responses to this question, we, the researchers,

as well as companies, can identify the biggest factors that influence the consumers

in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality of the

products on sale. When choosing to shop at a particular store, or when favouring

one store over the others, it is seen that most consumers make this decision based

on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over

others are (in descending order) – Price, One-stop shop, Brand, Store layout, and

Proximity.

Although it is said that the most important things in retail are “Location, location,

and location”, from the consumers’ point of view, proximity is of little concern.

The quality, price and variety of goods play big roles in the decision making

process.

Consumers approached were asked if advertisements and promotional activities

influence their shopping decisions. By analysing the responses to this question, we,

the researchers, as well as companies, can identify the effect of advertising and

marketing campaigns on the consumers’ minds and how far advertisements

translate into sales.

Consumers approached were asked which form of advertisement they thought was

most effective. The methods of advertising were restricted to three – Television,

Print and Radio. By analysing the responses to this question, I as, a the researcher,

as well as companies, can identify the effectiveness of advertisements through the

media identified.

From the tabulated data depicted above and responses of the consumers, it is

evident that the majority of the respondents feel that television advertising is the

most effective means of advertising. This is indicative in spite of large number of

commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is indicative of

the fact that most of the public ignore radio advertisements or else that radio

advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach the

consumer and persuade them to buy are the television and print media, more so

than radio advertising.

Consumers approached were asked about their satisfaction covered in this study.

The satisfaction scale of Big Bazaar comprised of four ranks – Unsatisfied,

Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far

the marketing strategies, brand image, advertisements, layout, quality etc.,

contribute towards consumer perception and satisfaction.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements, location, brand, price,

promotion, product variety etc., on the target consumers. This helps to understand

the current consumer perception of the three stores identified and the

corresponding satisfaction levels.

There are also quite a few respondents who were highly satisfied with the retail

chains. It is imperative for the stores to find out why this is so. They can modify

and apply the same attractions towards the consumers who are less satisfied.

A little more than half of the respondents indicated that they are satisfied with Big

Bazaar, while almost one-eighth indicated that they are highly satisfied with the

store. However, almost one-fourth of the number of respondents indicated that they

were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill from the

consumers, there are still some things that they are not doing right. Big Bazaar

must identify exactly what the problem areas are and must address them quickly

and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.

RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR

Pros:

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

different qualities satisfying most of its customers.

2. Quality : Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price : As noted the prices and offers in Big Bazaar have been one of the

main attractions and reasons for its popularity. The price ranges and the

products offered are very satisfying to the customers.

4. 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.

5. Advertisements : Big bazaar has endorsed very popular figure like M S

Dhoni and other famous personalities which has attracted a lot of

customers. This has resulted in increase of sale and the outdoor advertising

techniques have also helped Big Bazaar.

6. 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.

7. 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.

Disadvantages:

1. Store layout : The store layout and the assortment of goods is not the best

at Big Bazaar, as the quantity of goods sold is more the arrangement and

assortment of goods in the store is the greatest. Hence at times customers

find it hard to find what they require, this leads to dissatisfaction of

customers.

2. Lower quality of goods : 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.

3. Does not appeal to the elite : As mentioned above, the main customers are

middle income and a few high income groups, The elite do not like to shop

at Big Bazaar as the quality of goods is lower and they would prefer a

higher price and get a better brand, this decreases sales from the elite class

4. 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

5. Lower quality of goods : As the sore is trying to concentrate on the middle

income group the type of products used is not of the most superior quality

and most of the times nor branded, this may dissatisfy certain customers

6. 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.