A STUDY ON CONSUMER BEHAVIOUR AT BIG BAZAAR

CHAPTER 1 (PART-A)
INTRODUCTION

MARKET:

The term market is originated from a Latin word ‘markets’ which means ‘a place where
business is oconducted ‘.The term market is interpreted in two senses .In narrow sense it is
taken as particular place where goods/services are exchange. But in a broader sense, physical
place and face to face presence is not considered. In this sense market is taken to mean
exchange of goods and services from anywhere and not necessarily in stipulated place.

A market is any place where the sellers of a particular goods or services can meet with the
buyers of that goods and services where there is potential for a transaction to take place. The
buyer must have something they can offer in exchange for there to be a potential transaction.

MARKETING:

It includes all those activities concerned with identifying the needs of the customers,
producing products that suit the needs of the customers, and ultimately distributing them to
the customers at a profit. It involves creation of customers for the products or services and
their satisfaction.

marketing is the business that identify unfulfilled needs and wants to defines and measure
their magnitude, determine which market company can best serve, decide on appropriate
products, services and program to serve these markets and call upon everyone in the company
to “think and serve the customers”.

Marketing is the link between society material requirements and its economic alters of
response. The ‘KEY FACTORS’ to business success is marketing.

The Customer is the KING in the market. Customer tries to satisfy his needs and wants from
different market sources. His tastes fashions and preferences also change from time to time.
Hence, the marketer should have an art of reading the mind of the consumer and act
accordingly. Marketing comprises of all activities involved in the determination and
satisfaction of customer needs at a profit. By means of marketing function marketer can direct

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the firm’s response to every changing market environment and orient all parts of the business
towards the creation of satisfied customer.

DEFINITION: Marketing deals with identifying and meeting human and social Needs .The
shortest definition of marketing is “meeting needs Profitably ” Marketing is a social and
managerial process by which individuals and group obtain what they need and want through
creating offering and exchanging products and value with others.

The above marketing definition rests on the following Core

Concepts:

➢ Needs

➢ Wants

➢ Demand

➢ Products

➢ Utility

➢ Value and satisfaction

➢ Exchange transactions and Relationship Market Marketing and Marketers

As given by- Philip KOTLER

American Marketing Association defines marketing as “an Organizational function and

a set of processes for creating, Communicating and delivering value to customers and for managing
customer relationships in ways the benefit the organization and its stake holders.”

According to Peter Dracker “ Marketing is to make selling Communicating and

delivering value to customers and for managing Communicating and delivering value to
customers and for managing customer relationships in ways the benefit the organization and
its stake holders. Superfluous the aim of marketing is to know and understand the customer
so well that the product or service fits him and sells itself. Marketing should resulting a
customer who is ready to buy’’.

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NATURE AND SCOPE OF MARKETING:

➢ Marketing centers around the consumer:- Marketing thinking starts with the fact of

human needs and wants.

➢ Marketing begins and ends with the customer:-Marketing starts even before the actual

product begins. Marketing forms the foundation of product innovation and conception.

➢ Marketing is the guiding element of business:-Marketing a trade play vital role in

the economic growth and overall development of a nation. Its aim is to reach customers at a
maximum speed with minimum cost.

➢ Marketing is a system:- Marketing is an ongoing and dynamic process involving a set

of interacting and interrelated activities to reach the customer. It receives inputs from the
customers in the form of valuable information and processes this information to supply the
desired products/services to satisfy consumer needs.

➢ Marketing is a goal oriented process:- The basic aim of marketing is to generate

profits along with customer satisfaction. Increase in sales volume, higher profits and
considerable growth are the objectives of marketing along with social objectives.

➢ Marketing is a process of exchanges:- Marketing emerges when people decide to

satisfy needs and wants through exchanges. exchanges are the act of obtaining a desired
product from someone by offering something in return.
OBJECTIVES OF MARKETING:

Though profit is the major aim, marketing has certain other objectives to be achieved. These
are:

1. Intelligent and effective application of modern marketing policies.

2. To develop the market field.

3. To develop and implement policies for better results.

4. To suggest solutions by studying the problems relating to marketing.

5. To find sources for the further information concerning market problems.

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6. To take appropriate and opportune action in the course of working.

SIGNIFICANCE OF MARKETING:
The role of marketing cannot be overestimated. Role covers benefits and costs of market. The
benefit of marketing is seen from two angles; I) Benefit to the society:
1. It is an instrument of lifting living standards.

2. It provides gainful employment opportunities.

3. It is the stabilizer of economic conditions.

II) Benefit to individual firms:

1. It enables the firm to earn profits.

2. It acts as a basis for marketing decisions 3. It acts as a source

and channel of new ideas.

III) Benefit to the Customers:

1. To create awareness for the products.

2. Better and quality products are the results of marketing.

3. A lot of variety to choose.

4. After sales service is available.

IV) Benefit to Organization:

1. To know the changes in behavior by continuous market research, market survey.

2. To know the technological changes.

3. To make distribution with ease.

FUNCTIONS OF MARKETING:
The functions of marketing are basically divided into three categories. They are: A)
Functions of exchange:
1. Buying

2. Selling

B) Functions of physical supply:

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1. Transportation

2. Storage

C) Facilitation function:

1. Financing

2. Risk Bearing

3. Market Information

4. Standardization

Marketing Management: It is the process of planning and executing the concepts of

Pricing, Promotion and Distribution of goods and services to create changes that satisfy
individual or organization objectives. It is the art and science of choosing target. markets and
getting, keeping and growing customers through creating, delivering and communicating
superior customer value. Objectives of Marketing Management:

1. Marketing Objectives: marketing management determines the marketing objectives. The

marketing objectives may be short term or long term and need a clear approach. They have to
be in coherence with the aims and objectives of the organisation.
2. Planning: After objectively determining the marketing Objectives, the important function of
the marketing Management is to plan how to achieve those objectives. This includes sales
forecast, marketing programmes formulation, marketing strategies.
3. Organisation: A plan once formulated needs implementation. Organising functions of
marketing management involves the collection and coordination of required means to
implement a plan and to achieve pre-determined objectives. The organisation involves
structure of marketing organisation, duties, responsibilities and powers of various members
of the marketing organisation.
4. Coordination: Coordination refers to harmonious adjustment of the activities of the
marketing organisation. It involves coordination among various activities such as sales
forecasting, product planning, product development, transportation, warehousing etc.
5. Direction: Direction in marketing management refers to development of new markets,
leadership of employees, motivation, inspiration, guiding and supervision of the employees.

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6. Control: Control refers to the effectiveness with which a marketing plan is implemented. It
involves the determination of standards, evaluation of actual performance, adoption of
corrective measures,
7. Staffing: Employment of right and able employees is very crucial to success of a market plan.
The market manager coordinates with the Human Resource Manager of an organisation to be
able to hire the staff with desired capability.
8. Analysis and Evaluation: The marketing management involves the analysis and evaluation
of the productivity and performs mace of individual employees.

Functions of Marketing Management:

Some of the major functions of marketing are as follows: 1. Selling 2.Buying and
Assembling3.Transportation 4. Storage 5 Standardization and Grading 6 Financing 7.Risk
Taking 8.Market Information.

The marketing process performs certain activities as the goods and services move from
producer to consumer. All these activities or jobs are not performed by every firm.

However, they must be carried out by any company that wants to operate its marketing
systems successfully.

1. Selling:

It is core of marketing. It is concerned with the prospective buyers to actually complete the
purchase of an article. It involves transfer of ownership of goods to the buyer. Selling plays
an important part in realising the ultimate aim of earring profit. Selling is enhanced by means
of personal selling, advertising, publicity and sales promotion. Effectiveness and efficiency
in selling determines the volume of company’s profits and profitability.

2. Buying and Assembling:

It involves what to buy, of what quality, how much from whom, when and at what price.
People in business buy to increase sales or to decrease costs. Purchasing agents are much
influenced by quality, service and price.

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The products that the retailers buy for resale are determined by the needs and preferences of
their customers. A manufacturer buys raw materials, spare parts, machinery, equipment’s, etc.
for carrying out his production process and other related activities. A wholesaler buys
products to resell them to the retailers.

3.Transportation:

Transportation is the physical means by which goods are moved from the places where they
are produced to those places where they are needed for consumption. It creates place, utility.
Transportation is essential from the procurement of raw material to the delivery of finished
products to the customer’s places. Marketing relies mainly on railroads, trucks, waterways,
pipelines and air transport.

4. Storage:

It involves holding of goods in proper (i.e., usable or saleable) condition from the time they
are produced until they are needed by customers (in case of finished products) or by the
production department (in case of raw materials and stores); storing protects the goods from
deterioration and helps in carrying over surplus for future consumption or use in production.
Goods may be stored in various warehouses situated at different places, which is popularly
known as warehousing.

5. Standardization and Grading:

The other activities that facilitate marketing are standardisation and grading. Standardisation
means establishment of certain standards or specifications for products based on intrinsic
physical qualities of any commodity. This may involve quantity (weight or size) or it may
involve quality (colour, shape, appearance, material, taste, sweetness etc.) Government may
also set some standards, for example, in case of agricultural products. A standard conveys a
uniformity of the products.

6. Financing:

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It involves the use of capital to meet financial requirements of agencies dealing with various
activities of marketing. The services to provide the credit and money needed, the costs of
getting merchandise into the hands of the final user is commonly referred to as finance
function in marketing.

7. Risk Taking

Risk means loss due to some unforeseen circumstances in future. Risk bearing in marketing
refers to the financial risk interest in the ownership of goods held for an anticipated demand
including the possible losses due to a fall in prices and the losses from spoilage, depreciation,
obsolescence, fire and floods or any other loss that may occur with the passage of time.

8. Market Information:

The importance of this facilitating function of marketing has been recognised only recently.
The only sound foundation on which marketing decisions may be based is correct and timely
market information. Right facts and information reduce the aforesaid risks and thereby result
in cost reduction.

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CHAPTER -1 PART [B]

Meaning of consumer behavior?

Consumer behavior is the study of consumers and the processes they use to choose, use

(consume), and dispose of products and services, including consumers’ emotional, mental,
and behavioral responses.

Consumer behavior incorporates ideas from several sciences including psychology, biology,
chemistry, and economics.

In this guide, we’ll take a look at the different aspects and facets of consumer behavior, and
we’ll discuss the most effective types of customer segmentation.

Definition and explanation

Consumer behaviour entails "all activities associated with the purchase, use and disposal of
goods and services, including the consumer's emotional, mental and behavioural responses
that precede or follow these activities."The term, consumer can refer to individual consumers
as well as organisational consumers, and more specifically, "an end user, and not necessarily
a purchaser, in the distribution chain of a good or service. Consumer behaviour is concerned
with:

• purchase activities: the purchase of goods or services; how consumers acquire products and
services, and all the activities leading up to a purchase decision, including information search,
evaluating goods and services and payment methods including the purchase experience
• use or consumption activities: concerns the who, where, when and how of consumption and
the usage experience, including the symbolic associations and the way that goods are
distributed within families or consumption units

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• disposal activities: concerns the way that consumers dispose of products and packaging; may
also include reselling activities such as eBay and second-hand markets

Consumer responses may be:

• emotional (or affective) responses: refer to emotions such as feelings or moods,

• mental (or cognitive) responses: refer to the consumer's thought processes, their

• behavioural (or conative) responses: refer to the consumer's observable responses in relation
to the purchase and disposal of goods or services.

Definition of Consumer Behaviour According to American Marketing Association, consumer

behaviour can be defined as "the dynamic interaction of affect and cognition, behaviour, and
environmental events by which human beings conduct the exchange aspects of their lives."

As a field of study, consumer behaviour is an applied social science. Consumer behaviour

analysis is the "use of behaviour principles, usually gained experimentally, to interpret human
economic consumption." As a discipline, consumer behaviour stands at the intersection of
economic psychology and marketing science.

PROCESS OF CONSUMER BEHAVIOR

Consumer Behavior Process is a study of individuals’, groups’ and organizations’ decisions
by observing their selections, purchasing, use and rejections of goods, ideas or experiences to
fulfill their wants and needs.
It defines the actions of the consumers in the marketplace and what are their motives behind
those actions.
In simple words we can say that Consumer Behavior Process or consumer buying process is
how consumers decide what they need, want and what they desire and how they buy, use and
get rid of goods that they don’t need or they don’t want.

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2. Importance of Consumer Behavior

Consumer Behavior Process or consumer buying process is quite important and it

contributes a lot to the marketplace.
By studying its market understands and can figure out which products are
needed in the marketplace, which products are outdated and how to present the
product to the consumer.
Understanding Consumer Behavior, we can assume that the consumer is an actor in
the marketplace and he is playing a role.
They play various roles. They play roles like information providers from users
to the payer and the disposer. These roles are generally played while making
decisions.
These roles might be different in different consumption situations.

For example- A mother plays the role of an influencer when her child is in the
purchasing process and at the same time she plays the role of a disposer for the
products used by her family.

3.Types of Consumer Behaviour

1. Complex Buying Behaviour –

This type of Consumer Behavior Process is experienced when a consumer is buying an
expensive, occasionally bought products.
They have already done a lot of consumer research and are highly involved in the purchase
process before investing. For example – Buying a car, buying a house, etc.

2. Dissonance-reducing buying behaviour –

In this type of Consumer Behavior, the consumer is highly confused between the brands and
the differences between the brands but they are highly involved in the purchase process.

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This type of situation generally occurs when a consumer has second thoughts or might think
that h/she might regret his/her decision or choice later.

3. Habitual buying Behaviour –

This type of behaviour is characterized by the fact that the consumer has very little
involvement in the category of the product or brand.
For example – You go to buy bread. There you buy your preferred type of bread irrespective
of which brand it belongs to.
In short, you are following a habitual pattern and not having brand loyalty.

4. Variety seeking behaviour

In this type of Consumer Behavior, the consumer seeks variety. They try different products
at different times.
This necessarily does not mean that they weren’t satisfied with the previous product. It is just
they want to try different varieties.

SCOPE OF CONSUMER BEHAVIOR

The scope of consumer behavior is the wide variety of activities consumers engage in as
they research, buy, use, and dispose of products. This is a topic of interest for marketers and
other researchers who examine how consumers behave in the market. This information can
be important for the development of products and ad campaigns that meet the needs of
consumers effectively. Psychologists and anthropologists study consumer behavior for more
theoretical reasons, with an interest in how it interacts with other aspects of human behaviors.
The scope of consumer behavior is the wide variety of activities consumers engage in as
they research, buy, use, and dispose of products. This is a topic of interest for marketers and
other researchers who examine how consumers behave in the market. This information can
be important for the development of products and ad campaigns that meet the needs of
consumers effectively. Psychologists and anthropologists study consumer behavior for more
theoretical reasons, with an interest in how it interacts with other aspects of human behaviors

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Objectives of Consumer Behaviour

The objectives of consumer behaviour analysis are mostly consumer researches are
undertaken to find out the attitudes of the consumer about a product. Their preferences, likes
and dislikes which lead to the further modernization of the sales strategies by the marketer.
Researches can be conducted to find out the percentage of people using a certain product or
facility

Researchers may also like to know the types of consumers and their demographic
characteristics They may also like to experiment with new promotional campaigns, and since
these campaigns require a lot of expenditure, they may do researches to be sure of the
campaign’s success, before The decline in sales may require the marketer to conduct
researches which can give a clue of the changing consumer behaviour.

The objective therefore, must be clearly set and followed strictly. Then only can we decide
what type of Research Design should be used. The researches can be quantitative or
qualitative in nature. Qualitative research design is undertaken to come up with new ideas,

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and in this design,brain storming tools and other face to face techniques with experts are used.
This is confined indoors, and is less expensive than the quantitative research.
Quantitative research design is used in the market place where we have to interview people,
to find out the number of persons using the product, or how frequently they use the product
etc.

Consumer behavior Objectives1.to understand what consumer behavior is and the different
types of consumers2.to understand the relationship between consumer behavior and the
marketing concept, the societal marketing concept, as well as segmentation, targeting and
positioning3.to understand the relationship between consumer behavior and customer value,
satisfaction, trust and retention4.to understand how new technologies are enabling marketers
to better satisfy the needs and wants of the consumers5.to understand how marketers are
increasingly able to reach consumers wherever consumers wish to be reached6.to understand
how the world’s economic condition is leading to consumption instability consumer
behaviorThe behavior that consumers display in searching for, purchasing, using, evaluating
and disposing of products and services that they expect† will satisfy their needs2 consumer
entitiespersonal consumersorganizational consumerFrom 1850’s

Types of consumer behaviour

There are four main types of consumer behavior:

1. Complex buying behaviour

This type of behavior is encountered when consumers are buying an expensive, infrequently
bought product. They are highly involved in the purchase process and consumers’ research
before committing to a high-value investment. Imagine buying a house or a car; these are an
example of a complex buying behavior.

2. Dissonance-reducing buying behavior

The consumer is highly involved in the purchase process but has difficulties determining the
differences between brands. ‘Dissonance’ can occur when the consumer worries that they will
regret their choice.

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Imagine you are buying a lawnmower. You will choose one based on price and convenience,
but after the purchase, you will seek confirmation that you’ve made the right choice.

3. Habitual buying behavior

Habitual purchases are characterized by the fact that the consumer has very little involvement
in the product or brand category. Imagine grocery shopping: you go to the store and buy your
preferred type of bread. You are exhibiting a habitual pattern, not strong brand loyalty.

4. Variety seeking behavior

In this situation, a consumer purchases a different product not because they weren’t satisfied
with the previous one, but because they seek variety. Like when you are trying out new
shower gel scents.
6 Methods to Study Consumer Behavior

Consumer behavior is considered to be the one of the most important topics of marketing.

Marketing is nothing but to understand the psychology of people and tackle it accordingly.

Dr. Robert has tried to explain 6 patters of consumer behavior

1st Reciprocity

Reciprocity is basically to get something , by giving a little more. Generally people have the
tendency of appreciating the efforts of the people doing favors for them and those favors are
payed back by adding a little more value and personal touch to to it. For example, An ice-
cream parlor was opened few days back. And in that area there were 2 more shops who were
selling similar kind of flavors. He tried to invent and add many new flavors of ice-cream but
it did no work well as people were happy with what they were getting and secondly those
shops were too old and the shopkeepers had built good relations with the customers to retain
them. Therefore he had to think something new that would bring customers to his shop. He
tried to use the principle of reciprocity, instead of just selling ice-creams, he started to keep

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few chairs and tables for people who visited their shop. And offered them free tasting of ice-
creams with a choco dip along with it. apart from this he also also gave them the leverage to
place the order of their taste when they visited next time in their shop. This is how he could
invent new flavors as per the customers request and got to know the taste of people. Now
people started to visit his shop for many reasons one was they could sit and enjoy the ice
cream, tasting free spoons, and also to check his new flavors of their taste.

Jeo is one of the best current example of reciprocity, where people are offered free services
by making them habitual to those services and then start with minimal charges and so on.

2nd Commitment

Commitment in simple words would be to stick to what you have said. People would love to
believe, only if you maintain the trust level as per your commitments. The word commitment
is used in every relationship though it could be between people, organizations or brands. For
example one of the oldest brands that has never changed and from any corner of the world
people can easily recognize by just smelling it. Its Johnson & Johnson Products

(No one knows the baby better then their Mother), they might have produced number of
products but the smell of that product remained the same, Every mom’s starts their
motherhood with Johnson & Johnson, till now none of the brands could replace its position
in the market. The commitment of that brand was so strong, it always gave a promise of
security and safety to their babies. All their advertisements were made on the same ground
rules that they had started with

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CHAPTER 2

RESEARCH DESIGN

TITLE OF STUDY

A study on consumer behaviour at big bazaar, Whitefield.

STATEMENT OF PROBLEMS

A study on Consumer Behavior with reference to Big Bazaar. It is very important to know the
consumer behaviour towards the products & services for the companies. It helps the
companies for selecting the right marketing strategy which helps them to modify , rectify and
develop the existing products

NEED FOR THE STUDY:

• To determine the satisfaction level of consumers towards Big Bazaar.

• To know the taste and preference of consumers while buying the products.

• To attract customers and retain customers.

OBJECTIVES:

• To find the factors influencing consumer behavior.

• To study the satisfaction level of consumers at Big Bazaar.

• To find out how customers spent their time, money and thinking while purchasing a product.
• To identify the expectation level of the consumers for future demand.

SCOPE OF THE STUDY:

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• The main scope of study is to analyze buying behavior of the consumers.

• This research covered the urban areas of Bokaro Steel City.

• The number of respondents chosen was less due to time constraints.

• To take major steps against the competitors of Big Bazaar.

RESEARCH DESIGN

The survey technique is intended to secure one or more items of information from a sample
of respondents who are representatives of a larger group. The information is recorded on a
form known as questionnaire. As data are gathered by asking questions from persons who are
believed to have desired information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

• It can secure both quantitative and qualitative information directly from the respondents.

• It is the only method of directly measuring attitudes and motivations.

• It is quite flexible in terms of the types of data to be assembled, the method of collection or
the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define

research as “the manipulation of things, concepts or symbols for the purpose of generalizing
to extend, correct or verify knowledge, whether that knowledge aids in construction of theory
or in the practice of an art”.

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TYPES OF RESEARCH

1. Exploratory Research,

2. Descriptive Research.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main purpose
of such studies in that of formulating a problem for more precise investigation or of
developing the working hypothesis forms an operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its association
with something else.

In this project, information pertaining to customer needs satisfaction and their demographic
profile was collected; hence it is a descriptive research.

1) Primary data: Primary sources of data are the data which needs the personal
efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was collected.

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being given to fill it,
bases

on which the data was interpreted.

2. Direct interviewing: Direct interviewing involved the process where i asked the
questions directly to the customers and I got the feedback.

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2) Secondary data: Secondary sources are the other important sources through which the
data was collected.
These are the readily available sources of the data where one had need not put much effort to
collected, because it is already been collected and part in an elderly manner by some
researcher, experts and special.

The secondary sources helpful for the study were

1) Text books like marketing management research methodology, advertisement and sales
promotion etc.
2) Internet was made use for the collection of the data.

3) Newspapers were also referred.

4) Business magazines were referred.

1. Sample size: By using judgment random sampling technique 100 respondents are selected
for the purpose of the study.

2. Period of study: The study is undertaken in the duration of 35 days.

3. Research approach: The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through questionnaire.

4. Research instrument: The data for this research study was collected by survey technic
using

interview method guided by questionnaire.

5. Collection of Data: Questionnaire and personal interviews are the methods that I have
used

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for collecting the data.

RESEARCH METHODOLOGY:

Types of research: Descriptive Research design is used in this research. This research method
is chosen because it is a fact finding methodology. It helps to gather data by the use of
questionnaire and personnel interviews.

Collection of data:

1. Primary Data: Data collection is done through observation & Questionnaire.

2. Secondary Data: Data collection is done through books, internet, projects etc

Time frame: 6 weeks

Instrument :

Questionnaire 25
Sample design: Convenience Sampling will be used in study.

Sample Size: The size of sample used in this study is 100.

Sample unit: Sample unit are customers.

HYPOTHESIS

H0: The association between handling customer queries & customer satisfaction is
insignificant.

Ha: The association between handling customer queries & customer satisfaction is
significant.

LIMITATIONS
Followings are the limitations created by external and internal factors:

The time period i.e 6 weeks was too short for the study.

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Reaching to the respondents was very difficult.

Consumer behavior varies from consumer to consumer.

100 respondents are not enough for the study.

Respondents did not like to respond they tried to escape.

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CHAPTER SCHEME

Chapter-1 Introduction

It includes the information about the introduction of the marketing topic and also industry.

Chapter-2 Research Design

Consumer behaiour is very much important for every task conducted on organizaton. So, this
part includes the complete information about the research activity, objectives, scope and
limitations.

Chapter-3 Company profile

This chapter explains the information about the products available in the company and also
the entire profile of the company.

Chapter-4 Data analysis and interpretation

Analysis and interpretation is the most important activity for a research activity, so, on the
part data collection through various sources has been analyzed and interpreted by using
various kinds of tools.

Chapter-5 Summary of Findings

The chapter briefly about the study, facts of the task and the findings required activity for the
completion of the research. It contains data in tabular and charts.

Chapter-6 Suggestion & Conclusion

This chapter includes the final suggestion and conclusion made on this research.

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CHAPTER 3
COMPANY PROFILE [ PART-A]

Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square
feet of retail space in 73 cities and towns and 65 rural locations across India. Headquartered
in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the
Indian stock exchanges. The company follows a multi- format retail strategy that captures
almost the entire consumption basket of Indian customers. In the lifestyle segment, the group
operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore.

The group’s speciality retail formats include supermarket chain – Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town
and rural retail chain, Aadhaar, among others.

Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 Billion that are being invested in consumer brands and companies, real estate,
hotels and logistics.

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It also operates a consumer finance arm with branches in 150 locations.

Other group companies include, Future Generali, the group’s insurance venture in partnership
with

Italy’s Generali Group, Future Brands, a brand development and IPR company, Future
Logistics, providing logistics and distribution solutions to group companies and business
partners and Future Media, a retail media initiative.

The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar
and Bowling Co. and family entertainment centres, F123. Through its partner company, Blue
Foods the group operates around 100 restaurants and food courts through brands like
Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.

Future Group’s joint venture partners include, US-based stationery products retailer,
Staples and Middle East-based Axiom Communications.

Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.’

The group also operates India’s leading rural retailing chain, Aadhaar that is present in over
65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative, provides a
complete solution provider for the Indian farmer.

Corporate Statements Future Group manifesto

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‘Future’- the word which signifies optimism, growth, achievement, strength, beauty, rewards
and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten, create new opportunities and new successes. To strive for a glorious future, it
brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.
Future Group, will not wait for the future to unfold itself but create future scenarios in the
consumer in the consumer space and facilitate consumption because consumption is
development. Thereby, Future Group will effect socio-economic development for their
customers, employees, shareholders, associates and partners.

Future Group customers will not just get what they need, but also get them where, how and
when they need.

Future Group will not just post satisfactory results, but will create success stories. Future
Group will not just operate efficiently in the Indian economy, but will evolve it.
Future Group will not just spot trends, Future Group will set trends by marrying customers
understanding of the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us succeed in
the future. And in this process, do just one thing.

Rewrite Rules, retain Values

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Vision

“Future Group shall deliver Everything, Everywhere, Every time for Every Indian consumer
in the most profitable manner.”
Mission

1. Future Group share the vision and belief that their customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space leading to
economic development.
2. Future Group will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segment- for classes and for masses.

3. Future Group shall infuse Indian brand with confidence and renewed ambition.
4. Future Group shall be efficient, cost- conscious and committed to quality in whatever they
do.
5. Future Group shall ensure that their positive attitude, sincerity, humility and united
determination shall be the driving force to make successful.

Core Values

▪ Indianness: confidence in ourselves.

▪ Leadership: to be a leader, both in thought and business.

▪ Respect & Humility: to respect every individual and be humble in our conduct.

▪ Introspection: Leading to purposeful thinking.

▪ Openness: to be open and respective to new ideas, knowledge and information.

▪ Valuing and nurturing relationship: to build long term relationships.

▪ Simplicity & positivity: Simplicity and positivity in our thought, business and action.

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▪ Adaptability: to be Flexible and adaptable, to meet challenges.

3BModelofManagement

Big Bazaar’s journey began in October 2001, when the young, first generation entrepreneur
Mr. Kishore Biyani opened the country’s first hypermarket retail outlet in Kolkatta (then
Calcutta). In the same month, two more stores were added - one each in Hyderabad and
Mumbai, thus starting on a successful journey which began the chapter of organized retailing
in India.

The group do not promises more than what it delivers. Their basic attraction associated with
reasonable prices is their Unique Selling Price (USP).

Though, the products Big Bazaar stores stocks might not be advanced, but the customers are
assured to avail the worth of the money spent by them. In 2001, the group opened its first
store on the VIP Road, Calcutta, which was the primary departmental store offering regulated
services of parking, steel vessels, apparel, electronics etc under the one roof at the
competitive prices. Big Bazaar has become a massive hit with lower middle-class and
middle class people as a major client base.

The Big Bazaar has several stores located all over the India…

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“Agra | Ahmedabad | Ahmadnagar | Allahabad | Alwar | Ambala | Amravati | Anand | Asansol

|

Aurangabad | Bareilly | Belgaum | Bengaluru | Bharuch | Bhatinda | Bhimvaram | Bhiwandi |

Bhubhaneshwar | Bilaspur | Burdwan | Chennai | Coimbatore | Cuttack | Darjeeling |

Dehradun |

Deoghar | Dhanbad | Durgapur | Faridabad | Gangtok | Ghaziabad | Gurgaon | Guwahati |

Gwaliar |

Haldia | Hassan | Howrah | Hubli | Hyderabad | Ichalkaranji | Indore | Jabalpur | Jaipur |

Jalandhar |

Jalgaon | Jamshedpur | Kanpur | Kasargod | Kochi | Kolhapur | Kolkata | Kota | Kozhikode |

Latur | Lucknow | Ludhiana | Mangalore | Mathura | Meerut | Mumbai | Mysore | Nagpur |
Nasik | Navi
Mumbai | New Delhi | Noida | Palakkad | Panipat | Patiala | Patna | Pune | Raipur | Rajkot |
Ranchi

SiliguriBaddi | Bangalore | Thane | Thrissur | Tirupur | Thiruvananthapuram | Udaipur | Udupi

|

Vadodara | Vapi | Vijaywada | Vishakhapatnam | Zeerakpur”

Home Brands of Future Group at Big Bazaar:

❖ KORYO electronics in ELECTRONICS department ❖ FOOD BAZAAR

Tasty-treat, Sunkist, Fresh & pure, Premium harvest

❖ FASHION

Spunk (sports), Buffalo (casuals), DJ&C (fusion), Knighthood (formals), AFL, Shatranj
(Ethnic), NYX

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(occasion), Shristi (ethnic), Pink & blue, Ctee

❖ PERSONAL CARE

Thinkskin, cleanmate

❖ FOOTWARE

Shyla, Buffalo, AFL, Hault&Spicy, DJ&C, Knighthood, Spunk, Pink&Blue, Bare

➢ LUGGAGE

Milestone, buffalo

➢ SPORTS

Mighty

➢ PLASTICS AND UTENSILS

Big bazaar

Board of Directors

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group.

Mr. Gopikishan Biyani, Wholetime Director

Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in
the textile business.

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Mr. Rakesh Biyani, Wholetime Director

Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.

Mr. Vijay Biyani, Wholetime Director

Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail
industry and has been actively involved in the financial, audit and corporate governance
related issues within the company.

Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking
career spans over 31 years and he has served senior management positions in Central Bank
of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.

Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified

Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of several
Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja
Cement Eastern Ltd. etc.
He is on the Board of Company since June 1, 1999.

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Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and
serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others. Dr.

D O Koshy, Independent Director

Dr. Darlie Koshy, a PhD from IIT Delhi and rank holder in MBA headed NID (Ministry of
Commerce, GOI) as Director for 2 terms of office prior to which he was the founding
Chairperson of Fashion Management at the National Institute of Fashion Technology
(Ministry of Textiles, GOI). He is currently the Director General & CEO of ATDC Network
of 58 Institutes / Centres and two premier campuses of Institute of Apparel Management
under the aegis of AEPC (Sponsored by Ministry of Textiles, GOI). Dr. Koshy received the
Delhi IIT Alumni Award for contribution of National Development in 2008. Dr. Darlie Koshy
was also conferred with the “Star of Italian Solidarity” one of the highest civilian awards of
the Government of Italy.
Dr. Koshy is the author of three pioneering books including the much acclaimed “Indian
Design Edge

Ms. Bala Deshpande, Independent Director

Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League
Clothing Ltd, among others.
Mr. Anil Harish, Independent Director
Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University

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Companies of Future Group

✓ Future Retail (India) Limited Home Solutions

Retail India Limited Future Brands Limited

Future Media (India) Limited Future Supply

Chain Solutions Limited Convergem

Communication (India) Limited Pantaloon Food

Product (India) Limited Future Knowledge

Services Limited Future Capital Holdings Limited

Future Generali India Insurance Company Limited

Future Generali India Life Insurance Company

Limited Future bazaar India Limited Winner
Sports Private Limited Staples Future Office
Products Private Limited Talwalkars Pantaloon
Fitness Private Limited

✓ ConvergeM

✓ Indus League Clothing Galaxy Entertainment

Corporation Ltd Future Consumer Products Limited

Future Ventures India Limited Foot
Mart Retail .

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Organization Structure of Big Bazaar – banaswadi, Bangalore

Store Hierarchy

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• Organisational Structure

• Line of Business

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Promotion Activities

Big Bazaar has huge promotion budgets. The biggest idea behind all advertisements is to
make people do bulk shopping. There are 2 types of promotional strategies of big bazaar.
One is the advertisement which promotes the brand and creates awareness towards people. It
is not targeted at promoting each store but only creates an image of Big Bazaar as low-cost
shopping option.
Original prices are cut down and new prices are shown, of which customer takes quick notice.

There are loyalty schemes which reward regular clients.

Promotional Schemes:

• “Saal ke sabse saste 3 din”

• Future Card (3% discount)

• Advertising (Print ads, TV ads, Radio)

• Brand Endorsement by Varun Dhavan and Katrina Kaif for FBB

• Exchange Offer
• Weekend Discount

• Point of Purchase Promotion

Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as ‘Hafte Ka Sabse Sasta Din’ (Cheapest Day of the

Week). Initiated in January 2007, the idea behind this scheme was to draw customers to stores on
Wednesdays, the day when consumer presence is usually less. According to the chain, the aim of the
concept was ‘to give homemakers the power to save the

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SabseSasta Din

Big Bazaar introduced ‘SabseSasta Din’ (Cheapest Day) with the intention of attaining a
sales figure of Rs 26 crore in a single day. The concept became such a hit that the time
period for the offer had to be increased from one day to three days in 2009 (January 24 to 26)
and to five days in 2011 (January 22 to 26).

Maha Bachat

The concept of ‘Maha Bachat’ (Mega Saving) was introduced in the year 2006 as a single day
campaign with attractive promotional offers across the company outlets. Over the years, the
concept has grown to become a six-day biannual campaign. During this campaign, attractive
offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar
and Furniture Bazaar

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The Great Exchange Offer

Introduced on February 12, 2009, ‘The Great Exchange Offer’ allows customers to exchange
their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand
new goods from Big Bazaar outlets across the nation.

Marketing channel

1. For other brands – Two level marketing channel

2. For home brands - One level marketing channel
Types of Marketing

1. ATL (Above The Line) – Targeting Mass Customer

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2. BTL (Below The Line) – In Store Advertising

Loyalty Programs:

1. Payback

At Future Group Big Bazaar, we believe in building long-lasting relationships with customers.
We encourage repeat customer visits through our unique offers and special sale days.
Future Group has taken the whole concept of customer loyalty to the next level by joining
hands with PAYBACK. PAYBACK is India’s largest and one of Europe’s most successful
multipartner loyalty programs. With PAYBACK, customers can shop, save and get
rewarded. This program enables consumers to collect millions of points across online and
offline partners – with just a single card. Customers can accumulate points across Future
Group formats, thereby making “shopping rewarding”.
Our formats Big Bazaar, Food Bazaar, Central, Home Town, eZone, Brand Factory and

Future Bazaar are a part of the PAYBACK Loyalty program.

2. BBPC (Big Bazaar Profit Club)

Profit club card is made of 2 types:

• 10,000 profit club card in this we get 12000 on 10,000 and monthly shopping of 1000. It is
valid for 18 months. If in any case we can’t do shopping in any month then the money will
be transfer in other month.

3.Gift Voucher

Gift voucher is a gift or present that is exchangeable for goods in our shops. Gift vouchers are
more personal than simply giving cash or other monetary bonus. General terms &
Regulations for gift vouchers
4.

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• The printing right of gift vouchers lie with future E- commerce Infrastructure.

• G.V is available in convenient denominations of Rs.50, 100, 250, 500 &1000.

• G.V is valid for a period of 6 months from the date of issue.

• The vouchers can’t be exchange for cash or cheque.

• No duplicate will be issued if the vouchers are lost or misplaced.

• The Holder of the voucher is deemed to be the beneficiary of the voucher.

5. FBB Credit Card (SBI)

This is new scheme which start in 2015. In this scheme SBI –FBB credit card is issued to the
customer. By that they get flat 10 % discount on the FBB shopping on each n every clothes of
FBB.
This card is valid in all FBB stores all over India.

For issuing this card customer required:

1. Credit card of any bank.

If not, then customer required there identification proof and more than 5000 Rs. Loan
and their monthly income should be more than Rs. 10000. Benefits of this card:

1. Welcome Bonus

Get complimentary FBB vouchers worth Rs. 500 on joining.

2. 2000 reward points

Earn 2000 bonus reward points when you renew your card.

3. Shopping on FBB

Get 10% flat discount on all FBB purchase.

4. 10x reward

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Feel gifted with 10x rewards on all FBB and Big Bazaar purchase.

5. 10x reward on dining

Feast on 10x rewards on all dining spends.

6. 2.5% fuel surcharge waiver

Enjoy 2.5% fuel surcharge waiver at all petrol pumps

CSR activities

As a part of Future Group, Big Bazaar is involved in various social activities that include green
initiatives for the community, blood donation camps, Diwali celebrations with orphanages, visits to
orphanages and other NGOs helping underprivileged children. These activities usually involve all
members of the management as well as staff of Big Bazaar

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SWOT Analysis

SWOT Analysis

Stre 1. Big Bazaar offers a truly good shopping experience and

ngth customer satisfaction, because of their service

2. Big Bazaar has high-quality products at extremely low prices.

3. High brand equity as The Future group has a trust worldwide

and who entered in almost all kinds of retail business in India

4. Big Bazaar has different groceries, garments, electronic items

and more.

Wea 1. Only domestic presence in Indian market and that too in

knes limited cities
s 2. Standards should be increased at international level to cop up
with the emerging competition.

3. Falling revenue per square feet.

Opp 1. Retail sector is high growth potential also FDI coming into it

ortu
2. Rural retail is still unexplored area.
nity
3. High brand equity in market of Future group so could
leverage on that

Thre 1. There are many competitors for hypermarket nowadays in

India which provides customer services with International
ats
standard.

2. Competition from foreign players will increase due to new

FDI norms
3. Need to raise standards to compete with international players

4.Lack of differentiation in malls that are coming

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MARKET POSITION

Big Bazaar is holding a strong position in the market and is growing very fast. It captures the
maximum Indian market and with a strong financial background and it has to go a long way
through.

The low price strategy it is successfully running its business all over India and is still growing bigger
and bigger.

It is said that "Cheap prices are a luxury for the rich but a necessity or a need for the poor."

So Big bazaar has understood the need of a vast population of the upper middle class and middle
class people of the country and in fact no matter how rich a person is wherever he/she can get
good brands at a cheaper rates they will be attracted towards it whether an average or a rich person.

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CHAPTER 3 (PART-B)

INDUSTRY PROFILE

What is ‘retail’?

The word retail is, in fact, derived from the French word RETAILER, which means to cut
off a piece or break bulk. A retailer may be defined as a ‘dealer or trader who sells goods
in small quantities’ or’ one who repeats or relates’. Retailing can hence, be considered as
the last stage in the movement of goods and or services to the consumers. But simply, any
firm that sells products to the final consumer is performing the function of retailing. It thus
consists of all the activities involved in the marketing of goods and services directly to the
consumers, for their personal, family or household use.

The past century has been witness to many changes occurring in everyday world. Industrial
and technological growth has made a significant impact on lives of consumers. One such
industry, which has made a phenomenal impact on consumer daily lives, is retail. This
industry touches their lives as end consumers, by providing them with the products or
services that they need.

Almost everything that consumer use in their daily lives including the feed they eat, the
clothes they wear, and the things they need for their homes or for themselves, are bought
from retail stores. Goods are manufactured all over the world but are ultimately sold to them
through these retail stores.

India has already proven its mettle as superpower in the area of information technology. The
retail industry offers to bloom to the same level if conductive environment and support is
provided it. India’s one billion populations make the country the second largest in the world
in terms of population which is the very basis for successful organized retailing.

From the fact that most of the worlds successful retail stories in the developed as well as
developing countries have shaped up in small towns and villages.

Retailing is a green pasture not just for individuals or companies but also comes with job
opportunities in all aspects of the operations. Professionalisms in retail while sti ll in its

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infancy does show some promising future for those keen to make a career in this fascinating
world.
Global level

Retailing is the final step in the distribution of merchandise - the last link in the Supply
Chain - connection the bulk producers of commodities to the final consumers. Retailing
covers diverse products such as foot apparels, consumer goods, financial services and
leisure.

A retailer, typically, is someone who does not affect any significant change in the product
execs breaking the bulk. He/ She is also the final stock point who makes products or services
available to the consumer whenever require. Hence, the value proposition a retailer offers to
a consumer is easy availabilities of the desired product in the desired sizes at the desired
times.

Many retailers did globalize, and some succeeded. Yet many more retailers, especially U.S.-
based retailers, struggled and failed to find the holy grail of globalization.

Indeed, the retailing industry is littered with the charred remains of investments that drained
cash from the bottom line. Retail behemoths were humbled by poorer, technically
unsophisticated local companies that simply knew their customers better. They were
sideswiped by financial crises in such disparate locations as Argentina, Indonesia, Russia,
and Mexico. So is there still hope for retail globalization?

In the developed countries, the retail industry has developed into a full-fledged industry
where more than three-fourths of the total retail trade is done by the organized sector.
Huge retail chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have
now replaced the individual small stores. Large retail formats, with high quality ambiance
and courteous, and well-trained sales staff are regular features of these retailers.

Top Ten Retailers Worldwide

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Rank Retailer No of Sales in FY17-18

stores
US$ Millions
owned

1 Wall-Mart Stores Inc. 11,453 $374.80

(USA)

2 The Kroger Co. 2,625 $115.89

3 Amazon 970 $102.96

4 Costco 1134 $93.08

5 The Home Depot 7150 $91.91

6 Walgreens Boots Alliance 2169 $82.75

7 CVS Health Corporation 2105 $79.54

8 Target 2231 $71.88

9 Lowe's Companies 2512 $63.13

10 Albertsons Companies 1307 $59.72

Table 2.1 (top 10 retailer in world wide))

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Broadly the organized retail sector can be divided into two segments, In-Store Retailers, who operate fixed point-
of-sale locations, located and designed to attract a high volume of walk-in customers, and the non-store retailers,
who reach out to the customers at their homes or offices.

Apart from using the internet for communication (commonly called e-tailing), non- store
retailers
did business by broadcasting of infomercials, broadcasting and publishing of
directresponse advertising publishing of traditional and electronic catalogues, door-to-
door solicitation and temporary displaying of merchandise (stalls).

National Level

For Indian retailing, things started to change slowly in the 1980s, when India first
began opening its economy. Textiles sector (which companies like Bombay Dyeing,
Raymond's, S Kumar's and Grasim) was the first to see the emergence of retail chains.
Later on, Titan, maker of premium watches, successfully created an organized
retailing concept in India by establishing a series of elegant showrooms.

For long, these remained the only organized retailers, but the latter half of the 1990s
saw a fresh wave of entrants in the retailing business. This time around it was not
the manufacturer looking for an alternative sales channel. These were pure retailers
with no serious plans of getting into manufacturing. These entrants were in various
fields, like - Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and
Music World in music, crossword and Fountainhead in books.

As of the year ending 2000 the size of the Indian organized retail industry was estimated
at around Rs. 13,000 Crore. The various segments that make up the organized retail
industry along with their size, Retail growth is already gathering momentum and the
organized retail industry is expected to grow by 30 per cent in the next five years and
is expected to touch Rs. 1,00,000 Crore in 2016. Thus, the growth potential for the
organized retailer is enormous.
Retailing in India
The Indian Retail Industry is the largest among all the industries, accounting for over

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10 percent of the country’s GDP and around 8 percent of the employment. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries
with several players entering the market.

Retailing in India is gradually inching its way toward becoming the next boom
industry. The Indian Retailing Sector is at an inflexion point where the growth of
organized retailing growth in the consumption by the Indian population is going to
take a higher growth trajectory. The Indian population is witnessing a significant
change in its demographics.

Retail and real estate are the two booming sectors of India in the present times. And if
Industry experts are to be believed, the prospects of both the sectors are mutually
dependent on each other. Retail, one of India’s largest industries, has presently emerged
as one of the most dynamic and fast paced industries of our times with several players
entering the market

As the contemporary retail sector in India is reflected in sprawling shopping centers,

multiplex – malls and huge complexes offer shopping, entertainment and food all
under one roof, the concept of shopping has altered in terms of format and consumer
buying behavior, ushering in a revolution in shopping in India. This has also
contributed to large scale investments in real estate sector with major national and
global players investing in developing the infrastructure and construction of the
retailing business. The trends that are driving the growth of the retail sector in India
are:
➢ Low share of organized retailing

➢ Falling real estate prices

➢ Increase in disposable income and customer aspiration

➢ Increase in expenditure for luxury items

Scenario of Retailing in India

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Retailing is the most active and attractive sector of last decade. While the retailing
industry itself has been present since ages in our country, it is only the resent past that
it has witnessed so much dynamism. The emergence of retailing in India has more to
do with the increased purchasing power of buyers, especially post- liberalization,
increase in product variety, and increase in economies of scale, with the aid of modern
supply and distribution solution.

Indian retailing today is at an interesting crossroads. The retail sales are at the highest
point in history and new technologies are improving retail productivity. Though there
are many opportunities to start a new retail business, retailers are facing numerous
challenges.

Retail Format in India

• Hyper marts/supermarkets Large self-servicing outlet offering

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products from a variety of categories.

• Mom-and-pop stores

➢ They are family owned business catering to small sections; they are individually handled
retail outlets and have a personal touch.

• Departmental stores

➢ Are general retail merchandise offering quality product and services.

• Convenience store
➢ Are located in residential areas with slightly higher prices goods due to convenience
offered.

• Shopping Malls

➢ The biggest form of retail in India, malls offer customer a mix of all type of product and
services including entertainment and food under a single roof.

• E-Retailers

➢ Are retailers providing online buying and selling of product and services.

• Discount Stores

➢ They are factory outlets that give discount on the MRP.

• Vending
➢ It is the relatively new entry, in the retail sector. Here beverages, snacks and other small
items can be bought via vending machine.

• Categories Killers

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➢ Small specialty stores offer that a variety of categories. They are known as category
killer as they focus on specific categories, such as electronics and sporting goods. This
is also known as Multi Brand Outlet or MBO’s

• Specialty stores

➢ Are retail chains dealing in specific categories are provide deep assortment. Mumbai’s
Crossword Book Store and RPG’s Music World is a couple of example.

Classifying Indian Retailers

1. Modern Format Retailers

❖ Supermarkets (food World) Hypermarkets (Big

Bazaar) Department Stores
(shopper’s Stop) Specialty Chains (Ikea)

❖ Company Owned Company Operated

2. Traditional Format Retailers

❖ Kiranas: traditional Mom and Pop Stores

❖ Kiosks Street Market Exclusive

/Multiple Brand Outlets

3. Hypermarket

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Big Bazaar

spencer Dmart

Easy day
Reliance
fresh

4. Department

Lifestyle

Pantaloons

Pyramids

Shoppers

Stop

Trent

5. Entertainment

❖ Inox
❖ PVR

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PESTEL Analysis

Now, in a particular geographic region, the environment there affects the retailers in the
region in various ways. We have studied the effects under the following heads:

1. Political Factors
2. Economic Factors

3. Social (Socio-Cultural) Factors

4. Technological Factors

5. Environmental Factors

6. Legal Factors

1. Political Factor

With the opening up of the economy, more and more MNC's have pervaded the Indian
Business arena, through joint ventures, franchisees or even self-owned stores. The
very first MNC getting into the business was Spencer’s Government uses regulation
to prevent development of monopolies, which results in restricted competition and fixed
prices (MRTPC). Government also propounds price competition laws and unfair trade
practice laws. Retailers must understand what rights they have in pricing merchandise,
what provision they should make for customer relations, what rights and
responsibilities they possess when making a sales, what rights their employees have
and what liabilities they may face while selling products to the consumers.

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2. Economic Factor

The type of economic system (capitalism or socialism etc.) existing in a country has a
direct bearing on the potential for and the development of the retailing industry in that
country. A retailer cannot escape the effects of the factors in the macroeconomic
environment, be it domestic or global that influences the Local Market. Inflation,
unemployment, interest rates, tax levels, the GDP and the rate of real growth in GDP
(Inflation adjusted) are some aspects of the economy which a retailer must cope with.
Real growth makes more income available to people who then tend to spend more, leading
to higher sales and more profits for the retailers. However growth also leads to higher
competition in the long run. As the economy expands, higher demand levels lead more firms
into the market, trying to fulfill the consumers' needs. The inflation (i.e. increase in price)
leads to less goods being bought at higher prices. As the retailers' cost of goods increases,
they attempt to pass on this increase to the consumers. However, it is often not possible to
pass on the entire amount to the consumer, hence resulting in cuts in the retailers’ profits.
With the increase in Purchasing Power Parity (PPP) and the disposable income of the Indian
consumer, retailing is catching up at a very fast space in the country.

3. Social Factor

The demographic trend and lifestyle patterns, of the society that a retailer intends to
serve, decide the retailer’s strategy. Traditionally, children seldom accompanied their
parents while grocery food shopping. Shopping for children was confined to that during
festivals when dresses were brought for them. But, in the present day, due to scarcity
of time, working parents prefer to spend as much time as possible with their children
and this includes their shopping hours also.

Although desired by a very low percentage of people (only 10%) yet the attribute of
an entertainment center for children has also figured in. That is to say, apart from quality
and range of products, value for money and attractive displays, the human touch has a

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vital role to play. Smart, polite and courteous sales people might make all the
difference for a store, which is like any other in terms of its Product offerings. There is
also empha\sis on schemes and promotions, which, as the study ratifies, do pull
customers. Further the trend is towards more convenience and flexibility in terms of
exchange/ return policies, which play a vital role in encouraging the purchase

4. Technological Factor

Technology is probably the most dynamic change agent for the retailing industry.
The computerization of the various operations in a retail store, including inventory
management, billing and payments as well as database (of customers) management,
widespread use of bar coding, point-of-sale terminals and Management Information
System has changed the face of retailing drastically. Apart from providing the retailers
with better and timelier information about their operations, the technology also does
the job of preventing theft, promoting the store's goods and creating a better shopping
atmosphere. These can be done with the help of closed circuit televisions, video walls,
in-store video networks, kiosks and other forms of interactive applications ranging from
CD-ROMs to virtual reality to let customers select and buy products.

They make the customer's life a lot easier by facilitating the use of developments like
credit cards. Toll free 1800 1027382 numbers have brought about a revolution in
consumer's ordering and feedback mechanisms. Emerging technologies will also
facilitate just-in-time management of certain products within the store. These trends
are already visible in the music and greeting card industries.

5. Environmental Factors

The retailers also use different forms of energy and they also become conscious about
the environmental changes. The products provided in the retail shops are mostly grown
or prepared in this environment and they are also affected with the changing trend of
environment so they can affect the health. Government imposes Ban on use of various
sprays and gases over the food products, which are sold in these retail stores. The use

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of some chemicals can cause eruption of various diseases. The retail business should
follow the environmental Laws and regulations, which are made to protect the lives of
the people and ensure the rights of consumer and employee

6. Legal Factor

Despite the size and the phenomenal potential that exists, retailing is among the
lesserevolved sectors of the Indian Industry. Retailing as an industry is yet to be
recognized in India. The policy environment is currently seen to be unfavorable to
organized retailing. A strong FDI presence in retail sector is expected to not only boost
the retail scenario, but also act as a driving force in attracting FDI in upstream
activities as well. This will be more prominent in food processing and packaging
industries because many large retail chains also promote their own brands by way of
backward integration/contract manufacturing. The status of organized retailing in some
South East Asian countries that allowed FDI in retailing.

Current Trends in Retailing

Retailing in India is at a nascent stage of is evolution, but within a small period of time
certain trends are clearly emerging which are in line with the global experiences. Organized
retailing is witnessing a wave of players entering the industry. These players are
experimenting with various retail formats. Yet, Indian retailing has still not been able to
come up with many successful formats that can be scaled up and applied across India. Some
of the notable exceptions have been garment retailers like Madura Garments & Raymond’s
who was scaled their exclusive showroom format across the country,As always, with a new
year comes new trends in the world of retail and ecommerce. From innovative retail
technologies to surprising new sales channels, here are 15 of the top innovative retail trends
to keep an eye on in 2020.

1. Physical stores for digital native brands

While digital native brands like Bonobos, Glossier, Casper, and Warby Parker started online,
many are launching and expanding their physical presence.

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Most of the digital brands opening stores sell apparel, which makes sense; it’s a category
where shoppers definitely benefit from interacting with the product in person. We’re sure to
see plenty more storefronts from these ecommerce brands — apparel and other categories
alike.

2. Shopping with AR

The future is now: augmented reality (AR), machine learning, and artificial intelligence
(AI) are here to stay. Retailers are leveraging AR technology to bridge the gap between the
digital and the physical.

Mega-brands like Target, Lowes, and Amazon have launched AR features that allow
shoppers to picture furniture in their homes. With the AR market anticipated to reach $133
billion by 2021, smaller retailers are undoubtedly close behind.

3. Product customization

One-of-a-kind products are a classic symbol of luxury: having something that nobody else
in the world has.Ecommerce and brick-and-mortar stores alike are offering more options
than ever to customize your purchase, from monograms and embroidery to fully unique
color schemes.
Customization lets shoppers purchase a product tailored specifically to their needs and style.

With the opening of Levis largest customization and tailor shop in Manhattan NY, people
are becoming more aware of themselves and the clothing that they would have otherwise
ditched in the trash.

“People have been chasing trends and still continue to do so, however, this idea of
customization has become attractive because it allows the wearer to stand out in a sea of
duplicates. Other brands such as Atelier and Repairs and Lot Stock&Barrel have based their
entire company around this concept and it has only continued to grow.”

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4. Visual search
Another AI-powered retail trend, visual search allows shoppers to find and buy a product
just by snapping a photo. AI works its magic to identify the product (or similar ones) across
multiple sites and retailers in just a click.

To benefit from visual search in 2020, retailers should make sure that their visual assets are
high quality and current. AI-powered search is sure to become more and more common,
making it easier for shoppers to find and buy what they want when they want.

5. Omnichannel experiences

The rise of omnichannel is sure to continue in 2020, so retailers need to offer a consistent
buying experience across channels, both online and off. Shopping journeys now go through
a variety of branded touchpoints, digital for sure, but physical touchpoints too, and they are
nowhere near linear shopping journeys. Brands need to be nimble, agile and responsive to
shopper needs, and they need to deliver seamless, friction-free paths for their shoppers to
navigate.”

6. Experimentation with formats

Retailing in India is still evolving and the sector is witnessing a series of experiments across
the country with new formats being tested out; the old ones tweaked around or just
discarded Retailers are also trying out smaller versions of their stores in an attempt to reach
a maximum number of consumers.

7. Store design

Irrespective of the format, the biggest challenge for organized retailing is to create an
environment that pulls in people and makes them spend more time shopping and also increases
the amount of impulse shopping.

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8. Emergence of discount stores

What does Dhiraj sons at Athwagate, Star Bazar in Adajan and recent entrants like D-Mart,
Big Bazaar at Piplod, what they have in common? Their products are below MRP. Discount
stores have finally arrived in India and they are expected to spearhead the revolution in
organization retailing

9. Unorganized retailing is getting organized

To meet the challenges of organized retailing that is luring customers away from the
unorganized sector; the unorganized sector is getting organized.

25 stores in Delhi under the banner of Provision mart are joining hands to combine monthly
buying.

10. Not all stories are a success

A lot of activity is happening in retail and though we do have may success stories, not all
ventures have been successful. Shoppers' Stop, for example, implemented JD Edwards ERP,
but could not reap much benefit due to less than optimal number of operating locations.

Major players

High population density in the Metropolitan cities and surrounding tier I towns is driving
the geographic penetration of modern retail. Typically, firms are positioning themselves in
one or both of the segments: Lifestyle & value retailing under multiple retail formats.
Retail firms are adopting a combination of formats:- Mega - (hyper and / or super)

Medium - (deptt. and / or speciality)

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Small - (convenient and / or discount)

Major Retailers in India

Pantaloon

Pantaloon is one of the biggest retailers in India with more than 450 stores across the
country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located
across the country.
It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year

2010. In 2001, Pantaloon launched country's first hypermarket ‘Big Bazaar’. It has the
following retail segments:

• Food & Grocery: Big Bazaar, Food Bazaar

• Home Solutions: Hometown, Furniture Bazaar, Collection-I

• Consumer Electronics: e-zone

• Shoes: Shoe Factory

• Books, Music & Gifts: Depot

• Health & Beauty Care: Star, Sitara

• E-tailing: Futurebazaar.com

• Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its subsidiary Trent,
which operates Westside and Star India Bazaar. Established in 1998, it also acquired the
largest book and music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lake sq. ft
retail space across the country.

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RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food
& grocery retailing in 1996 with its retail Food world stores. Later it also opened the pharmacy and
beauty care outlets ‘Health & Glow’

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance
Fresh stores and Reliance Mart are quite popular in the Indian retail market. It's expecting
its sales to reach Rs.
1, 00,000 crores by 2016.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis
Philippe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in
other segments of retail. It will invest Rs. 8000-9000 crores by 2016.

Another big player in the segment will be the Bharti group. Overhauling this part of the
supply chain will be the key to the success of any retail venture in food and groceries
segment.

Wal-Mart, the world’s largest retailer, and Bharti Enterprises have signed a Memorandum
of Understanding (MoU) to explore business opportunities in the Indian retail industry.
This joint venture will mark the entry of Wal-Mart into the Indian retailing industry a retail
chain like Future Group’s Big Bazaar may be clocking heady sales (growing at 100% year-
on- year), but the dozen odd shops operating in its proximity wear a deserted look, giving a
somewhat hollow ring to the much- talked- about retail boom in the country. The key players
currently operating in the Indian retail industry includes Future Group, Trent Ltd,
RPG Enterprise, Vishal Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Provogue India Ltd,
Vdeocon Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and DCM-Hariyah Kissan Bazaar.

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Retailers ranging from Pantaloon to RPG to Piramal’s or the Tata’s are working towards
exploiting this model, perceived by consumers as more value enhancing. But in the long
run, what is most likely to succeed is a more balanced multi-format strategy. Finally, while
in the first flush of the retail boom, the elimination of traditional intermediaries may bring
windfall gains (as well as bring welcome and much-needed relief to the producers), this
source will increasingly dry out as competition intencifies and margins come under pressure
a few years down the line. What would set the survivors apart from those who are forced to
sell out or go belly-up will be differentiators like location, value-added services
(convenience), private labels and customer loyalty programs other than price. The last, a
result of retailer-manufacturer tie-ups, state-of-the-art supply chain infrastructure, global
sourcing and scale will be a key factor. And, if experience in other markets is anything to
go by, an uncanny ability to read shifting trends.

Milestones

2019 Amazon acquires 49% stake in Future Coupons

7-Eleven signs a master franchise agreement with Future

Group fbb's fashion brand Buffalo achieves the 40 year
milestone
2018

❖ Future Group opens largest and most iconic Foodhall store with first of its kind cookery studio,
inhouse bakery, cafes, restaurants, hydroponics wall, farmer's market, tea salon and much more.

❖ Future Group acquires Foodworld Business of FSPL, a supermarket chain with presence in
Bangalore and

Hyderabad

❖ Future Retail Ltd. acquired Travel News Services India which holds the license of global retail brand
"WH

Smith" in India

❖ Big Bazaar organised one of the world's first 24hrs of Facebook Live Shopping Carnival to celebrate
the

12th anniversary of Sabse Sasta Din

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❖ Big Bazaar for the first time ever created a mobile game 'Deal Skyfall – Sabse Saste 5 Din' that has
transformed the shopping experience in India

Emerging Areas

Some sectors that occupy a prominent position with the retail industry are:

• Apparel Retail

o Everybody understands the impact of fashion and textiles on the environment. Almost $19.5
billion were spent on online apparel shopping in the year 2009 and increasing since then.

• Fashion & Lifestyle Retail o In India the vast middle class and its almost untapped retail
industry are the key attractive forces for global retail giants wanting to enter into newer
markets, which in turn will help the retail to grow faster.
• Food & Beverage Retail
o Backed by huge potential and changing lifestyles, the food and beverage retail market is
growing at a robust 30-35 per cent per year.
• Pharmaceutical Retail

o Driven by therapies like anti-diabetic, vitamin, anti-infectives and dermatology, it accounted

for a robust 15% growth in 2011.

• E-commerce or E-tailing – the next big revolution

o With the advent of e-commerce in the retail industry, retail stores are facing stiff competition
from e-stores.
Key Challenges

1. Location: “Right Place, Right Choice” location is the most important ingredient for any
business that relies on customers, and is typically the prime consideration in a consumer’s
store choice. Location decision are harder to change because retailer have to either make
sustainable investment to buy and develop real estate or commit to long term lease with
developers. When formulating decision about where to locate, the retailer must refer to the
strategic plan:
➢ Investigate alternative trading areas.

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➢ Determine the type of desirable store location.

➢ Evaluate alternative specific store sites.

2. Merchandise: The primary goal of the most retailers is to sell the right kind of merchandise
and nothing is more central to the strategic thrust of the retailing firm. Merchandising
consists of activities involved in acquiring particular goods and services and making them
available at a place, time and quantity that enable the retailer to reach its goals.
Merchandising is perhaps, the most important function for any retail organization, as it
decides what finally goes on shelf of the store.
Key Element:

• Target market

• Product development

• Channel structure

• Product management

• Channel management

• Retailer image

3. Pricing: Pricing is a crucial strategic variable due to its direct relationship with a firm’s goal
and its interaction with other retailing elements. The importance of pricing decision is
growing because today’s customers are looking for good value when they buy merchandise
and services. Price is the easiest and quickest variable to change.

Key elements:

• Cost mixes

• Profitability

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• Value for money

• Quality

• Status

4. Target Audience: “consumer pull”, however, seems to be the most important driving factor
behind the sustenance of the industry. The purchasing power of the customer has increased
to a great extent, with the influencing the retail industry to a great extent, a variety of other
factors also seem to fuel the retailing boom. Key elements:

• Public relations

• Sales promotion

• Customer interactions

• Service delivery

5. Scale of Operation: Scale of operation includes all the supply chain activities, which are
carried out in the business. It is one of the challenges that Indian retailers are facing. The
cost of business operation is very high in India.

Key elements:

• Advertising promotional

• Sales management

• Staff capability

• Efficiency

• Standardization

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Major Offering

Big Bazaar’s offering following goods and Products-

Integrated food and grocery

Fruit and vegetables

Daily household items

Apparels and footwear

Electronic goods Lifestyle

products Home essentials
and improvements Others

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CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

INTRODUCTION:-

TABLE 4.1

Table showing the income distribution of customer coming to big bazaar

INOME RESPONDENTS PERCENTAGE

Higher income 30 35.71 %

group

Middle income 43 51.19 %

group

Lower income 4 4.76 %

group

No income group 6 7.14 %

No of above 1 1.19 %

Analysis:

From the above table out of 84 peoples 30 say that 30 people have higher income and 43 people
are middle income and 4 are in lower income and 6 people have no income.

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GRAPH 4.1
Graph showing the distribution income of customer coming to Big Bazaar

Higher inome middle income lower income no

inco

Interpretation:-

Among the survey done out of 84 respondents, that 35.71%people belongs to higher income
groups, and 51.19% people belongs to middle income groups, and 4.76% belongs to lower income
groups, and 7.14% people belongs to no income groups and 1.19% never responded

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TABLE 4.2

Table showing the purpose of visiting Big Bazaar

Analysis

From the above table 84 respondents says that 54 people visiting big bazaar for
shopping and 2 people say that they visit for outing purpose, and 27 say that they
visit for both shopping and outing.

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Graph 4.2

Graph showing purpose of visiting big bazaar

Interpretation:-
Among the survey done out of 84 respondents 64.29% people visit big bazaar for shopping purpose
and 2.38% people visit for outing purpose and 32.14% people visit for both reason.

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TABLE 4.3

Table showing demand for other retail outlets at mall

Demand for other No of respondents Percentage
outlets at mall

Garment outlet 8 9.52 %

Footwear outlet 7 8.33 %

Foot court 27 32.14 %

Entertainment 26 30.95 %

Gift corner 15 17.86 %

Non of the above 1 1.19 %

Analysis

Table showing that out of 84 respondents 8 people choose for garment outlet, 7 people choose
for footwear outlet, 27 people choose for food court, and 26 people choose for entertainment,
and 15 people choose for gift corner.

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Graph 4.3

Graph showing the demand for other retail outlets at mall

30

25

20

15

10

0
Garment Footwear Foot Entertainment Gift Non of
outlet outlet cour corn above the

Interpretation:-

Among the survey done from the above table 9.52% choose for garment outlet.and 8.33% choose
for foot wear outlet, 32.14% choose for food court, 30.95% choose for entertainment and 17.86%
choose for gift corner.

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TABLE 4.4

Table showing products mostly purchased by customers in bazaar

Most purchased No of respondent Percentage

product

Clothes 17 20.24 %

Grocery 50 59.52 %

Food item 7 8.33

toys 3 3.57

Other items 7 8.33

Analysis:-

From the above table that 84 respondents 17 people choose for clothes and 50 people choose for
grocery, and 7 choose for food items, and 3 choose for toys, and 7 choose for other items.

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Graph 4.4

Graph showing products mostly purchased by a customers in big Bazaar

60

50

40

30

20

10

0
Clothes Grocery Food toys Other items
ite

Interpretation:-

Among the survey done from the above table, 20.24% choose for clothes, and 59.52% choose for
grocery, and 8.33% choose food items, and 3.57% choose for toys for children, and 7.14% choose
for other items.

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Table 4.5

Table showing the Methods of payment done by the customers

Payments Respondents Percentage

Credit Cards 47 55.95%

Debit Card 23 27.38%

Mobile Payment 13 15.48%

Cash payments 1 1.19 %

Analysis:-

From the above table showing that out of 84 respondents1 people use cash payment and 47 people
use credit card for payments, and 23 people use debit card, and 13 people pay through mobile
payments.

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Graph 4.5

Graph showing methods of payments done by customers

50

45

40

35

30

25

20

15

10

0
Credit
payments Mobile
Debit card Cash
Payme

Interpretation:-

Among the survey done from the above table that, 47 % people pay by credit, and 13% people pay
through mobile payments , and 27.38% pay by debit card, and 1% people pay by cash

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TABLE 4.6

Table showing expenditure pattern of customers coming in to big bazaar

Expenditure No of Percentage
respondents
pattern of
customer
Below Rs 8 9.52 %
500\single visit
500-1000 single 23 27.38 %
visit

1000-1500 single 16 19.05 %

visit
1500-2000 single 15 17.86 %
visit
More than 2000 20 23.81 %
single visit
None of above 2 2.38 %

Analysis:-

Form the above table showing that expenditure pattern of the customers coming into big bazaar.
Out of 84 respondents,8 people say that it is below 500RS for single visit, and 23 people say that
it is above 500-1000 per visit, and 16 people say that it is above 1000-1500 per visit ,and 20 people
say that it is above more than 2000 per visit ,and people did not respondents .

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Graph 4.6
Graph showing expenditure pattern of customers coming in to big bazaar

25

20

15

10

0
Below Rs 500-1000 1000-1500 1500-2000 More than None of
500\single visit visitsingle single visit single visit single 2000
visit above

Interpretation :
Among the survey done out of 84 respondents 9.52 % people are below Rs 500 for per visit ,and
27.38%p people above Rs 500-1000 for per visit ,and 19.05 % people above Rs 1000-1500 for
per visit ,and 17.86 % people are more Rs 2000 for per visit ,and 2.38 are no respondents .

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TABLE 4.7

Table showing time spent by customer in shopping in big bazaar

Time spent in big No Percentage
bazar respondents

Less than half an 5 5.95 %

hour

Half an hour to 28 33.33 %

1hour

1 hour to ½ hour 31 36.90 %

½ hour to 2 hours 19 22.62 %

3 hours 1 1.19 %

Analysis :

From the above table showing the time spent by customers in shopping in big bazaar .out of 84
respondents ,5 customers spend time less than half an hour, and 28 customer spend time more
than half an hour to one hour , and 31 customers spend 1 hour to ½ hour ,and 19 customers spend
½ hour to 2 hours, and 1 customer spend 3 hours .

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GRAPH 4.7

Graph showing time spent by customer in shopping in big bazaar

35

30

25

20

15

10

0
Less than
Half an 1 hour ½
to hour to 3
hour
half an 1hour
hour to ½ 2 hours hours

Interpretation :

Among the survey done out of 84 respondents 5.95% customers spend time less then half hour,
and 33.33% customers spent time half an hour to 1 hour ,and 36.90% customers spend the time 1
hour to ½ hour ,and 22.62% customers spend time ½ hour to 2 hours ,and 1.19% customer spend
time 3 hour

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TABLE 4.8

Table showing comparison of footfalls in weekdays and weekends

Comparison of No of Percentage

footfalls Respondents

Weekdays 29 34.52 %

Weekends 54 64.29 %

Both 1 1.19 %

Analysis :

From the above table showing comparison of footfall in weekdays and weekends out of 84

respondents 29 customer shop weekdays ,and 54 customer shop weekends ,and 1 customer shop
both .

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GRAPH 4.8

Graph showing comparison of footfall in weekdays and weekend

60

50

40

30

20

10

0
weekdays Weekends both

Interpretation:

Among the survey done out of 84 respondents 34% customer shop in weekdays, and ,64.29
customer shop in weekends, and 1.19 % customer shop both

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TABLE 4.9

Table showing customers preference of timing to visit big bazaar

Customers No of Percentage
preference respondents

10 AM-1PM 18 21.43 %

1PM -3PM 8 9.15 %

3PM-6PM 27 32.14 %

6PM-10 PM 30 35.71 %

Any time 1 1.19 %

Analysis:-

Table showing that out of 84 respondents 18 people like to visit bib bazaar at 10.AM-1.PM,and 8
people visit at 1PM-3Pm, and 27n like to visit 3PM-6PM, and 6PM-10PM,and 1 person say at ant
time.

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GRAPH 4.9
Graph showing customers preference of timing to visit big bazaar

35

30

25

20

15

10

0
10 AM 1PM - 3PM -6PM 6PM-10 PM Any
-1PM 3PM ti

Interpretation:-

Among the survey done from the following table shows that 21.43% visit at 10PM-1PM,and 9.15%
say that they visit at 1PM-3PM, and 32.14% people say they visit at 3PM-6PM,and
35.71% people say that they visit at 6PM-10PM, and 1.19% people say that they visit at any time.

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TABLE 4.10

Comparison of customers purchasing with planned products and purchasing

products on unplanned Basis
Purchasing planned No of respondents Percentage
products and
unplanned
products
yes 55 65.48 %

No 17 20.24 %

Ever 12 14.29 %

Analysis:-

From the above table showing that customers planning with planned and purchasing on unplanned
basis. Out of 84 respondents 55 say Yes they purchase unplanned products, and 17 say No<and 12
say both are purchased.

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GRAPH 4.10

Graph showing comparison of customers purchasing with planned product

and purchasing products on unplanned basis

60

50

40

30

20

10

0
yes No Ever

Interpretation:-
Among the survey done from the above table 65.48% people agree that they buy unplanned
products, and 20.24 say that they but planned products. And 14.29 say that they buy both on basis.

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TABLE 4.11

Table showing brand preference of customers in big bazaar

Brand preferen No of respondents Percentage
of customer

Yes 23 27.38 %

No 3 3.57 %

Depends on 58 68.93 %
category

Analysis:-

From the above table showing that brand preference of the customers in big bazaar. 23 people say
Yes for brands. And 2 say No brands. And 58 say it depends on category of products.

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GRAPH 4.11
Graph showing showing brand preference of customers in big bazaar

70

60

50

40

30

20

10

0
Yes No Depends on category

Interpretation:-

Among the survey done from table say that 27.38% people choose for branded products. And

3.57% people say that brand not required, and 68.93% say it depend on category of products.

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TABLE 4.12

Table showing services of the sales personnel in big bazaar

Services in big bazaar No of respondents Percentage

Very good 23 27.38 %

Good 47 55.95 %

average 13 15.48 %

Poor 1 1.19 %

Very poor 0 o %

Analysis :

From the above table showing service of the sales personnel in big bazaar out of 84 respondents
.23 customer tells very good service ,and 47 customers tell good services ,and 13 customers tell
average servicer and 1 customer tells poor .

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GRAPH 4.12
Graph showing services of the sales personnel in big bazaar

50

45

40

35

30

25

20

15

10

0
Very Good Ok Poor Very
goo poo

Interpretation:

Among survey done out 84 respondents 27.38% customer say service is very good ,and 55.95
customer say service is good ,and 15.48% customer say service is average and 1.19% says service
is poor.

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TABLE 4.13

How did you come to know about Big Bazaar?

KNOWING ABOUT BIG NO. OF RESPONDENTS PERCENTAGE (%)

BAZAAR

Advertisement 50 50%

Colleague References 10 10%

Friends/Relatives References 15 15%

Any other specify 9 9%

Total 84 84%

Analysis:

From the above table showing how did you come to know about Big Bazaar out of 84 respondents,
50 respondents says because of advertisements ,and 10 respondents is because of college
references, and 15 respondents says friends/relatives references and 9 respondents say because of
any other specific reasons

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GRAPH 4.13
Graph showing how did you come to know about Big Bazaar

60

50

40

30

20

10

0
Ads frnd other
s
Interpretation

Among the survey done out of 84 respondents 50% respondents says because of advertisements
,and 10 % respondents is because of college references, and 15% respondents says friends/relatives
references and 9% respondents say because of any other specific reasons

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TABLE 4.14

You prefer to go to Big Bazaar with?

Preference to visit No of respondents Percentage (%)

Family Members 30 30%

Spouse 20 20%

Friends 25 25 %

Others 9 9%

Total 84 84%

Analysis :

From the above table showing who you prefer to go with out of 84 respondents 30 says its because
of family members and 20 says because of spouse and 25 says its because of friends and 9 says
because of Others

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GRAPH 4.14

A Graph showing who you prefer to go with to Big Bazaar

70

60

50

40

30

20

10

0
Fam Spouse frds other

Interpretation :

Among the survey done out 84 respondents 30% says its because of family members and 20% says
because of spouse and 25% says its because of friends and 9% says because of Others

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TABLE 4.15

What is the reason behind purchasing in Big Bazaar?

Reason Behind No of respondents Percentage

Purchasing Big
Bazaar
Good Satisfaction over 25 25%
products

Reasonable Prices 25 25 %

More Offers 30 30%

Any Orders 4 4%

Total 84 84%

Analysis :

From the above table showing what is the reason behind purchasing in Big Bazaar out of 84
respondents 25 says its because of good satisfaction over products and 25 says because of
reasonable prices and 30 says its because of more offers and 1 says its because of any orders

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GRAPH 4.15

Graph showing the reason behind purchasing in Big Bazaar

70

60

50

40

30

20

10

0
Good Sati, reasonable More offer Any order

Interpretation :

Among the survey done out 84 respondents 25% says its because of good satisfaction over
products and 25% says because of reasonable prices and 30% says its because of more offers and
1% says its because of any orders

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TABLE 4.16

Table showing what do you think about the pricing ,position and branding of
the company
About pricing No of respondents Percentage
position

Very good 22 26.19 %

Good 48 57.`14 %

Average 13 15.48 %

poor 1 1.19 %

Analysis:

From the above table showing what to do you think about the pricing position and branding of the
company out 84 respondents .22 says very good and 48 say good and 13 says average and 1 says
poor .

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GRAPH 4.16

Graph showing what do you think about the pricing ,position and branding of
the company

60

50

40

30

20

10

0
Good Average poor
x

Interpretation :

Among the survey done out 84 respondents 26.19% say VERYGOOD and 57.14% says GOOD
and 15.48% says AVERAGE and 1.19% says POOR.

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SUMMARY OF FINDINGS :

A study was conducted on the topic consumer behavior in big bazaar

The major findings of the study are as follows :-

➢ Out of 84 respondents the majority 51.19% respondents are middle income group and rest 4.76%
respondents belongs to lower income groups, that shows majority middle income group are higher
distribution in to big bazar

➢ out of 84 respondents the majority 64.29% respondents are shopping group in big bazaar and

2.38 respondents coming for outing .this shows majority come for shopping in big bazaar

➢ out of 84 respondents the majority 32.14% respondents say that they visit other retail outlets at
mall for foot court and rest 8.33% respondents say that they go for footwear outlet and this show
the majority come for foot court .

➢ out of 84 respondents the majority 59.52% respondents say they visit big bazaar for grocery and
3.57% visit to purchased toys in big bazaar and this show majority they come to purchase for
grocerys.

➢ Out of 84 respondents the majority 55.95% respondents says the methods of payments are done
cash payments and .1.19 % respondents say they use mobile payments and this shows majority
they use methods of are done by cash.

➢ out of 84 respondents the majority 27 38 % respondents says the expenditure 0f the customer
single visit in big bazaar is 500-1000 and 9.52 % respondents says the expenditure of customers
is 500 for single visit and this show the majority expenditure is 500-1000 for single visit .

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➢ out of 84 respondents the majority 36.90% respondents says the time spend by customer in big
bazaar is 1 hour to ½ hour and 1.19% respondents say they time more than 3 hours and this shows
the majority respondents spends time is 1hour to ½ hour in big bazaar .

➢ out of 84 respondents the majority 64.29% respondents says they go to big bazaar in weekends
and 34.52% respondents says they go to big bazaar weekdays and this shows the majority go to
big bazaar in weekends.

➢ out of 84 respondents the majority 35.71% respondents preference the time to visit big bazaar is
at between 6PM TO 10PM and 9.15% respondents preference the time to visit is 1pm to 3pm and
this shows the majority preference to visit is 6pm to 10pm .

➢ 0ut of 84 respondents the majority 65.48% respondents says they are unplanned purchased and
14.29 respondents says they plan to purchasing and this shows the majority are unplanned
purchased .

➢ out of 84 respondents the majority 68.93% respondents say that it depends on the category of
products they choose and the least is respondents say that they do not required branded products.

➢ Out 84 respondents the majority are 55.95% say that the services are good and the least are1.19%
say that the service are poor.

➢ Out of 84 respondents 67.86% say that the company successfully identified the target market and
the least say 1.19% say that that they failed to identify the target market.

➢ Out of 84 respondents 71.43% say that the company know their competitors an d the least say that

4.76% say that the company don’t their competitors.

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➢ Out of 84 respondents 70.24% say that company is developing awareness about their products and

8.33% say that they do not develop awareness about their products in the market.

5.2 SUGGESTIONS:
• Retail shares should focus more on store ambience , store space and selling areas .

• All the retails formats should have an effective loyalty program .

• More focus on direct marketing should be given in order to attract more and more

customers .

• Better after sales service and customer service should be provided in order to make customers
Loyal.

• To manage proper proportion of convenience ,staple and impulse goods .

• along with SMS the retails formats should use more innovative ways to alert customers

• the retail store should replenish the goods on time { before the stock ends. }

• a proper proportion of pritive and national brands should be kept in retail stores .

Conclusion

➢ Big bazaar is a major shopping complex for todays customers .it is a place where customers find
variety of products at a reasonable price big bazar has positioned itself in the market as a discounted
store .it holds a huge customer base. The majority of customer base .the majority of customers
belong ton middle class family .the youth generation also likes shopping and moving around big
bazar . volume sales always take place in big bazaar

➢ Big bazaar is hypermarket as it provides various kinds of goods like apparels ,grocery

,.stationary, food items ,electronic items , leather items ‘watches ,jewellery crockery, decorative
items , sport items , chocolates and many more. It competes with all the specialty stores of different
products which provide goods at a discounted rate all through the year .it hold a lager customers
base and seemed from the study that the customers are quite satisfied with big bazar .as of now

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there are 34 big bazaar in different cities of india, it seems that there is a vast growth of big bazaar
lying as customers demand is increasing for big bazaars .

➢ Big bazaar is a hypermarket store where varieties of products are being sold on different product
category .it has emerged as a hub of shopping specially for middle class people

➢ Different types of products starting from a baby food to pizzas all are available under one roof .in
delhi it is the middle class people who mostly do marketing from big bazaar .even most of the people
do their monthly shopping from big bazaar .people not only visit big bazaar to do shopping but also
visit for shopping purpose or for outing purpose .grocery ,apparels and food items are the products
which are demanded most by the customers to delhi in big bazaar .the major drawback of big bazaar
is that it lacks in providing enough parking space for its customers this may discourage the
customers to come to big bazaar and shop as they don’t feel problem in parking their vehicle ,it is
because of the parking space available to them by the mail. As it is surveyed it seems that the biggest
competitors of big bazaar are the kirana stores , discounted specialty store like vishal mega mart
.delhi bazaar big bazaar .the tata groups {Croma } , Reliance reatail and sabka bazaar etc.

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BIBLIOGRAPHY:

WEBSITES:-

• https://www.scribd.com

• https://www.slidesshare.net

• https://docs.google.com

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ANNEXURE

1) Income distribution of customer coming to big bazaar:-

A. Higher income groups

B. Middle income group

C. lower income group

D. No income groups

2) Purpose behind visiting big bazaar

A. Shopping

B. outing

C. Both

3) Demand for other retail outlets ay mall

A) Garment outlet

B) Foot wear outlet

C) Foot court

D) Entertainment

E) Gift corner

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4) Products mostly purchased by customers in bazaar

A. Clothes

B. Grocery

C. Food item

D. Toys

5) Methods of payments done by the customers

A. Cash payments

B. Credit card

C. Debit card

D. mobile payments

6) Expenditure pattern of customers coming in to big bazaar

A. Below 500 in single visit

B. 500-1000 single visit

C. 1000-1500 single visit

D.1500-2000 single visit

7) Time spent by customer in shopping in big bazaar

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A. less than half an hour

B.1/2 hour to 1 hour

C. 1hour to ½ hour

D. ½ hour to 2 hour

8) Comparison of footfalls in weekdays and weekends

A. Weekdays

B. weekends

9) Customers preference if timing to visit big bazaar

A. 10 AM-1PM

B. 1PM-3PM

C. 3PM-6PM

D. 6PM-10PM

10) Customers purchasing with planned products and purchasing products on big bazaar

A. Yes

B. No

C. Ever

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11) Brand preference of customers in big bazaar

A. Yes

B. No

C. Depends on category 12) Services of the sales personnel in big bazaar

A. Very good

B. Good

C. Ok

D. Poor

E. Very poor

13) Company is successfully identifying target market

A. Yes

B. No

C. Not aware

D. May be

14) Company about their competitors

A. Yes

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B. No

C. Not aware

D.Maybe

15) Company developing awareness about their products in the market

A. Yes

B. No
C. Not aware

D. May be

16) What do you think about the pricing, position and branding of the company

A. Very good

B. Good

C. Average

D. Poor

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