A PROJECT REPORT

On

A STUDY ON CUSTOMER
SATISFACTION OF BIG
BAZAAR
Submitted to
PANJAB UNIVERSITY, CHANDIGARH
In the partial fulfilment of requirement of masters of
commerce (M.com)
2014-2016

By
DEEPIKA ARORA
(Roll No. 5851)
P.G Department of Commerce

SHRI GURU GOBIND SINGH

COLLEGE FOR
WOMEN

Acknowledgement

"I have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals and organizations. I would like to extend my
sincere thanks to all of them.
I am highly indebted to DR. MANPREET KAUR for her guidance and constant
supervision as well as for providing necessary information regarding the project &
also for her support in completing the project.

I would like to express my gratitude towards my parents & member of GURU GOBIND
SINGH COLLEGE FOR WOMEN for their kind co-operation and encouragement which

help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such
attention and time.
My thanks and appreciations also go to my colleague in developing the project and people
who have willingly helped me out with their abilities."

DATE
DEEPIKA ARORA

NAME
CLASS

MCOM 2nd Sem

ROLL
NO. - 5851
PLACE

CHANDIGARH

TABLE OF CONTENT
Chapter
No.

Topic

Page
No.

Acknowledgement
1.
1.1
1.2
1.3
1.4
1.5
1.6
2.
2.1
3.
3.1
3.2
3.3
4.
5.
6.
7.
8.

Company Profile
Introduction of Project
Why has this Industry or Topic Been
Selected
Introduction to Big Bazaar
Big Bazaar Zirakpur
Objectives of Big Bazaar
Study Parameters of Big Bazaar
Review of Literature
Literature Review
Research Methodology
Research Objective
Research Methodology
Sampling Method
Data Analysis & Interpretation
Findings
Limitations
Suggestions
Conclusion
References
Annexure

1.INTRODUCTION

1.1INTRODUCTION OF PROJECT

As a part of our study of MCOM programme, we are given capstone project work to
develop our analytical faculties as professional students. In relation to the aforementioned
objective the project undertaken by us covers marketing analysis of national. The study
converges on major giant in global market: Big Bazaar

1.2

1.3

Why has this industry/topic been selected

Ones a customer get inside the store he will find all kinds of products available

that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.

Because of these features it has a very good reputation in that area and customers

who are residing far away and in other areas they also visit the store.
This department is responsible for the product arrangement at the store with

respect to their nature.

This department is responsible for the maintenance of the systems of the stores.

Introduction to Big Bazaar

Big Bazaar is a chain of shopping malls in India currently with 31 outlets, owned by the
Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of
Pantaloon Retail India Ltd. The idea from the very beginning was to make Big Bazaar very
comfortable for the Indian customer. That was Kishorejis strength as a retailer. He had a lot
of confidence in what he was doing, even though it defied conventional logic.
Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian customers. At
Big Bazaar, you will definitely get the best products at the best prices - thats what they
guarantee. With the ever increasing array of private labels, it has opened the doors into the
world of fashion and general merchandise including home furnishings, utensils, crockery,
cutlery, sports goods and much more at prices that will surprise you. And this is just the

beginning. Big Bazaar plans to add much more to complete their customers shopping
experience.
If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give
shoppers a sense of moment, of event, of place. They provide an inclusive environment where
men and women from all castes, creeds and classes can come and shop at the same place. The
founders of Big Bazaar were from the beginning very clear that they had to reflect the look
and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated
with the surroundings.
In India most of us are not prepared for the consumerism that is setting in this country. We
underestimate how many people are going to fly and that is why our airports get crowded. We
underestimate how many people will speak on the phone for how many billions of minutes
and therefore our cell phone networks are always congested. But the minds responsible for the
huge success of Big Bazaar have captured and understood the force of consumerism that is
unfolding.
Big Bazaars all over India attract a few thousand customers on any regular day, and a lot
more if they are offering something extra on each buy, which they normally are! And the sales
force at Big Bazaar along with the executives is prepared for them.

Pantaloon Retail (India) Limited, is India's leading retail company with presence across
multiple lines of businesses. The company owns and manages multiple retail formats that
cater to a wide cross-section of the Indian society and is able to capture almost the entire
consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the
company operates through 5 million square feet of retail space, has over 331 stores across 40
cities in India and employs over 17,000 people. The company registered a turnover of Rest
2,019 corer for FY 2010-11. It owns and operates multiple retail formats including
Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station, Depot and many
others.
Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail
chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that
combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a first of
5

its kind seamless mall located in the heart of major Indian cities, followed this. Some of its
other formats include, Collection I (home improvement products), E-Zone (consumer
electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size
individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently
launched its retailing venture, futurebazaar.com.
The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint
venture companies with a number of partners including French retailer Etam group, Lee
Cooper, Manipal Healthcare, Jaywalkers, Gini & Jony and Liberty Shoes. Planet Retail, a
group company owns the franchisee of international brands like Marks & Spencer,
Debenhams, Next and Guess in India.
Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial
year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by
Retail Asia-Pacific Top 500 magazine in 2006.

Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to
the entire Indian consumption space. The Future Group operates through six verticals: Future
Retail (encompassing all retail businesses), Future Capital (financial products and services),
and Future Brands (management of all brands owned or managed by group companies),
Future Space (management of retail real estate), Future Logistics (management of supply
chain and distribution) and Future Media (development and management of retail media).
Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer
credit and other consumer-related financial products and services in the near future.
Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner." One of the core values at Future Group is, 'Indians'
and its corporate credo is - Rewrite rules, Retain values.

Future Group Manifesto

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 brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future
Group, will not wait for the Future to unfold itself but create future scenarios in the
consumer space and facilitate consumption because consumption is development. Thereby,
we will effect socio-economic development for our customers, employees, shareholders,
associates and partners.
Our customers will not just get what they need, but also get them where, how and when they
need. We will not just post satisfactory results, we will write success stories. We will not just
operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we
will set trends by marrying our 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. We shall keep relearning. And in this process, do just one thing.
Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable
success in many Indian cities and small towns. The idea was pioneered by entrepreneur
Kishore Biyani, the head of Pantaloon Retail India Ltd.
Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol,
Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur,
Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur,
Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam.

Big Bazaar is not just another hypermarket. It caters to every need of customers family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers. At Big Bazaar, customer will definitely get the best products at the best prices -thats what Big Bazaar guarantee. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including home
7

furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will
surprise customer. And this is just the beginning. Big Bazaar plans to add much more to
complete customers shopping experience.

Departments with their Products

1)Mens Department

Formals(shirts and pants)

Jeans and T-shirts
Major brands in this department: Pantaloon

2) Furniture Department
1. Dining Table
2. Bedroom Accessories
3. Hall accessories (Sofa sets, Chairs, Computer table etc)
4. Mattresses

3) Home Dcor

Flower vase
Artificial Flowers
Religious gifts
Candle stand
Umbrellas
Photo Frames
Assorted color Stones
Frame Paintings
Water falls (artificial)

1.4

Big Bazaar Zirakpur

Zirakpur, January 21, 2009: Big Bazaar, India's largest hyper

market chain, part of the Future Group, today announced the
launch of its store in Zirakpur town of Mohali District. Spread
over 46,748 sq.ft. , the Big Bazaar store located at Paras
Downtown Mall, will serve as a convenient shopping
destination for residents of Zirakpur and it's neighbouring areas.
With the launch of the Zirakpur store, Big Bazaar now has 106
stores across India.
Big Bazaar is widely known for its unbelievable pricing and unmatched offers,
throughout the year. With over 1.6 lakh products under various categories, the
new Big Bazaar will be a destination store catering to every single household
need of the entire family, under one roof. The store offers a wide range of
formal, casual, ethnic and denim apparel for women, men, children and infants;
a wide collection of accessories such as sunglasses, watches and handbags and
general merchandise products (including plastics, crockery, utensils, home care
and home fashion products, utensils, footwear, toys, plastics, stationary,
luggage, sports goods, and gifting options). Additionally, food and groceries
(Food Bazaar); electronics (Electronics Bazaar); mobiles (Mobile One); books and
music, beauty and wellness products will also be available at Big Bazaar.
Says, Vineet Jain, Business Manger North Zone, Pantaloon Retail (India)
Limited , Big Bazaar will bring convenience plus rich shopping experience for
the people of Zirakpur. We are a consumer-driven company, which ensures that
all our Big Bazaar stores fulfil the needs of the entire household under one roof.
This is our third store in Punjab and we plan to create a significant presence
across the state. The great offerings that we provide to our customers both in
terms of quality and competitive pricing, have helped us earn the trust of
millions of families across the country. We are delighted to add Zirakpur to the
Big Bazaar family.
9

Following are the categories/section devoted to specific products/requirements at

the Zirakpur Big Bazaar:

Food Bazaar: All food items, pulses, grains, fruits, vegetables

Apparel : For Ladies, Mens, Kids for all season. Western, ethnic, casuals &
formals
Appliances: All kitchen appliances like Mixer Grander, Toaster, Microwave,
Juicer.
GM-Home: Entire range of kitchen need, Utensils, Plastic-wear, Home-linen
GM-Fashion: Accessories, Luggage, Gift items and many more

Big Bazaar is the flagship hypermarket retail chain from Future Group, having
105 stores the country. With its motto of Is se sasta aur accha kahin nahin, Big
Bazaar ensures that all the products are of good quality and offered at the lowest
prices. Promising 'more for less', Big Bazaar, offers 1.6-lakh mass-market product
ranges that are sought by a majority of Indian consumers. It also offers a host of
value-added services. The special discounts and promotional offers, which are
available at regular intervals, make the format very unique and distinct. The
consumer experiences a new level of standard in price, convenience, comfort,
quality and store service levels.
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of
Indias 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 11
million square feet of retail space in over 63 cities and towns and 65 rural
10

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. The groups speciality retail formats includebooks and music chain - Depot; sportswear retailer - Planet Sports; electronics
retailer - eZone; home improvement chain Home Town; and rural retail chain
- Aadhar; among others. It also operates the popular shopping portal,Future
Capital Holdings, the groups 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. It also operates a consumer finance
arm with branches in 150 locations. Other group companies include, Future
Generali, the groups insurance venture in partnership with Italys 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 groups presence in
Leisure & Entertainment segment is led through, Mumbai-based listed company
Galaxy Entertainment Limited. Galaxy includes 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 Blue, Spaghetti Kitchen, Noodle Bar, The Spoon,
Copper Chimney and Gelato. Future Groups joint venture partners include - USbased stationery products retailers - Staples; Middle East-based Axiom
Communications and India-based Blue Foods, Liberty Shoes, Talwalkars and
Asian Electronics.
Future Group believes in developing strong insights on Indian consumers and
building businesses based on Indian ideas, as espoused in the groups core value
of Indianness. The groups corporate credo is, Rewrite rules, Retain values.
11

1.5

Objective of Big Bazaar

The central objective for earlier businesses of Big Bazaar was to bring in stability and
consolidation. They were built to enforce order. However, in the new era where nothing
remains constant, the dominant theme for businesses needs to be speed and imagination.
The new macro-differentiator can be design. Design is helping companies to sell
differentiated experiences and solutions that connect with the consumers emotions. Its no
longer about selling products and services alone. Nor is it just about completing transactions.
Every time a customer walks in, it is an opportunity to build a relationship and invite the
customer to become a part of the transformational scenario. Design management is helping
us position the customer at the center of every decision we take and also operate with true
entrepreneurial spirit.

Target customers
Big Bazaar targets higher and upper middle class customers because there has been growth in
Indian middle class that has so far been used to buying apparel and groceries from small and
cluttered neighborhood market shops is fast realizing the joys of visiting malls that have
redefined the freedom to shop and entertain. Such malls are the new temples of leisure and
weekend entertainment. Indias National Council for Applied Economic Research estimates
that the nations middle class population currently comprises about 17 million households
90 million people with annual earnings ranging between $4,500 (2,400) and $22,000
(11,736).

Targeting young working class

The large and growing young working population is a preferred customer segment for Big
bazaar. These young people are early adopters of most modern product lines.
The ongoing boom in sectors such as information technology and business process
outsourcing has created a clientele with high disposable income and a increased demand for
lifestyle merchandise such as watches, cosmetics and perfumes. This is a much-travelled and
brand-savvy urban population. Interestingly, an estimated 40-50% of the Indian working
12

womans salary is spent on apparel and footwear. Eating out, mobile phones and accessories
make up the other leading spending options. Big Bazaar specifically target young, working
professionals, home makers who are primary decision maker.

Value for money

All our lines of business are consumer centric and I believe that if we are to be in the larger
consumer space, we would need to keep changing, evolving and accordingly be flexible in our
business plans. Consumers are the same everywhere; we are only bound by our social
systems. Their desires, greeds and needs are similar. The value for money proposition is so
ingrained in the Indian consumers mind that he needs to be shown true value all the time.

Image

Is se sasta aur accha kahin nahi Nothing captures the spirit of Big Bazaar better than this one
liner. It is a simple statement and yet it positioned at the top of Indian customers mind. It
shows that big bazaar was built on the foundation of entrepreneurship and simplicity. They
believe in service and value for the customers. They consider that it is their only duty to keep
customer in mind at every step, they go that extra mile and buy directly from source in bulk
so that they can get best rates by keeping the margin low.
Big Bazaar is constantly on the lookout for finding new ways and means to improve the
current state of affairs. Thus, innovation is a very important aspect of their working strategy.
The other very important philosophy is that of Indianans. All the concepts and formats as well
as the way of doing things are very Indian.

1.6

Study parameters of Big Bazaar

In order to implement specific retail strategy managers prepare the ideal combination of
retail-mix variables and coordinate the activities of the different elements of the mix such as:

Merchandise assortment

Location
13

Price

Visual merchandising

Services

Advertising

Promotion

Personal selling

1. Merchandise
Main objective of the store layout is to maximize the interface between customers and
merchandise It provides easy accessibility to the customers to view the offerings of the store.
Layout of the store has been strategically designed in order to make effective use of
merchandise and passage to draw customers attention on stores offerings
Big Bazaar has a wide range of merchandise they have both branded and unbranded products
like :

Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility items like
steel utensils and crockery and other minor utility items required in a house

Electronic items: like refrigerator, T.V, vacuum cleaner , music system, vacuum
cleaner, washing machine. Etc

Mobile Zone: A wide range of mobile phones and accessories is available at lowest
possible price

Furniture: All kinds of furniture is available that one may require to decorate their
house.

Star Sitara: In this section all kinds of cosmetic items are made available

Opticians: In this section all brands and types fashion glasses are available

Men Ladies and kids wear: This section includes fashion and casual wear for men
ladies and kids both branded and unbranded.

Foot wear: In this section footwear for men women and kids is made available.

Music: A wide collection of CDs DVDs is made available

Toys: All kinds of toys for children is available

Stationary: all kind of office stationery and stationery for school going
kids is available
14

2. Location
Big bazaar is located at 31 outlets in India, big bazaar locates its outlet near the commercial
area and residential complexes so that they can cover all their target customers Eg : their
outlet in Big Bazaar, Zirakpur is located near commercial areas so that the working class
people can drop in and shop house hold items after office hrs.

The choice of location of Big Bazaar in many ways captures the essence of what they were
doing- they adapt themselves to the habits tastes and preferences according to the location.
One of the distinct feature of their location is that it is easily accessible and they try to locate
their outlet in such a location where they can reach a large customer base.

3. Services
Big Bazaar provides a wide range of services to its customers like Trial rooms , elevators, car
parking , security, baggage counter , trolleys so that one could shop easily
They even provide them with after sale services in case of buying electronic items. One of the
major service provided by them is one stop shop as one could get a whole range of items
under one shop and at the most reasonable price. They always have their outlets in such a
location where it is easy to commute.
They have also given major emphasis to convince for customers in which layout has played a
major role. The layout of the store is so effective that customers find their way out of what
they want. Big Bazaar provides good employee service i.e. their salesmen are always ready to
provide help. Employee service is often neglected as part of good retail marketing but
customer and employee interaction can be used as the significant tool for retail marketing.

4. Visual merchandising

15

Visual merchandising at Big Bazaar uses Store display for promotional purpose, but as
customers are becoming more sophisticated, Big Bazaar has found various techniques for
effective display for providing information and communicating image of the store to the
customers, helping

them in taking purchase decision and creating exciting shopping

environment Big Bazaar not only uses visual merchandising for promoting their product,
but they use it as a significant tool for creating appropriate store environment and influencing
purchase decision of customers.
They use danglers and hoardings at the entrance of the store as this may be a deciding element
in a consumers decision to enter a store. It uses various visual merchandising like it uses
remarkable window display for creating a shopping environment as it creates initiative
impression in the mind of customers as window display also sometimes become a deciding
factor whether to enter the store or not .

5. Promotion
Big Bazaar uses various promotional strategies like the prices on Wednesdays are very low
compared to other retailers, this helps in bringing in a huge number of customers they even
have a concept of BIG DAY which means they give huge discounts to their customers on
the 26TH of Jan and on 15TH August. On such days they come up with promotional offers like
bring old items from your house and take huge discounts and freebies.
They come up with offers like

(a)

School Jao Khushi Khushi:

Discounts on all school requirements like school bags, water bottles & lunchboxes.

lWin a pencil case with every purchase worth Rs. 500 & above

lSend us your experience of the Best day that you had in school the most
humorous one will get a free shopping trip worth Rs 1,000/-

lLucky draw shop for Rs 1,000 & above, drop in your kids name into our drop box
10 lucky kids will get 30% off on an NIIT course

lShop for Rs 500 & above, drop in your kids painting the best painting will get
sponsored for an art course.

(b)

Steal a deal:
16

Each object will have their individual price-tags. The consumer bargains on the MRP
with the counter sales girl. The counter sales girl will be given a lowest bargain slip
for each piece of merchandise. The consumer who is able to match the best low
bargain walks away with her goodies.

(c)

Happy Fathers Day:

Get caught shopping with your Dad on Fathers Day (20 th June) & get a 20% discount

on your total bill

Shop for Rs 500 & above - submit a picture if your Dad & you the best pair wins a
complimentary dinner at Copper Chimney

Make purchases worth Rs 300 & above & fill in a line on what your Dad means to you
& win tickets to the latest blockbuster movie.

6. Advertising
Following are the media channel used:
(a) Newspaper: Big Bazaar uses newspaper as one of its media vehicle because most
of the population in urban areas is educated. They place their full page and half page
ads mostly in Times of India or Hindustan times. They also give their ads in
newspaper in rural areas like Sangli in local language newspaper.

(b)

Radio: Radio is another media vehicle used by Big Bazaar in urban areas

Radio

mirchi is used and in rural areas All India Radio is used widely

for placing their ads.

(c)

T.V: T.V is also used as one of its media vehicle when they come up with huge

offers on the Big DAYs like the 26th Jan and 15th August.

7. Prices

17

The prices at big Bazaar are kept lowest possible in order to attract huge number of customers
they have the lowest prices on Wednesday they are able to do so because they believe in bulk
buying which helps them in buying products at lower possible prices, by which in turn they
give the benefits to customers Isse sasta aur accha kahin nahi is the mantra that they follow
and they stick by it while deciding on the prices of the products that they offer . So much so,
that on the days that Big Bazaar is offering any of its deals the stores all over are flooded with
customers .For eg. On the 26th of JAN 2006 when Big Bazaar was running its promotional
offer ; word about the low prices spread so quickly that they had an over whelming response
because of which a special team had to be called to manage the crowd. Even on this day Big
Bazaar thought of its customers first and they ran the promotional offer for two more days so
that their loyal customers who had taken prestigious time in their day to stand in the queues
could avail all the offers .This day was marked as a day in the history of Big Bazaar as SAB
SE SASTA DIN .

8. Personnel Selling:
. There are majorly two types of customers;
Ones who prefer selecting their merchandise themselves and dont ask for help unless
required. The other is of the type that requires assistance from the time they walk in the store
till the time they exit. Big Bazaar sales force is dressed up in yellow t-shirts. While deciding
that the founders have looked in to the minute aspects of the customers psychology. They
found out that a sales man wearing formal clothes with a tie is normally intimidating to a
customer. Especially a customer who might not be as educated or sophisticated as the sales
man! The main aim of Big Bazaar has always been to cater to all kinds of customers. Which
also include the lower middle class. Therefore in an attempt to not make their varied
customers feel inferior big Bazaar has made their sales force wear yellow t-shirts and yellow
being a friendly colour it makes it easier for the customers to strike a conversation and seek
help.
The other very minute aspect of customer psychology that the Big Bazaar sales force takes
care of is; that the customer requires help only when required .

18

2.1

LITERATURE REVIEW

For the survey of existing literature, the research papers published in Journals,
Reference books, Magazine, internet, government report etc were referred. The
observation and findings presented in this section are based on this literature review.

Feinberg (1989) considered the social stimulation provided by malls, finding that the mall
served as an outlet for social behavior. Further examination of this issue was made by
Eastlick and Shim (2000), observed and studied the similarities and differences between
mall entertainment seekers and mall shoppers. Their results supported hypothesis that there
are different motivations for individuals who visit a mall for entertainment activities versus
those who visit for shopping purposes.

Roy (1994)
observed in his study several characteristics of shoppers such as functional shopping motivation, deal proneness, recreational
shopping motivation, age, income and family size, to be a significant
influence on mall shopping frequency.

Burns and Warren (1995) observed that since the store mix and product offerings of
many regional shopping malls are very similar, often the primary discriminator between
many of these centers is merely location. Making the choice to shop at a regional shopping
mall other than the one nearest to ones place of residence, therefore, does not appear to
be a logical choice in many instances. Such behavior, however, appears to be relatively
common. It would appear; therefore, that regional shopping mall choice may not always be
based solely on the offerings and location of the available shopping alternatives.
Jackson (1996) in his study observed that malls have become the place where senior
citizens walk in comfort and security, where parents lead their young to Santa Clauses,
where singles court, where teenagers socialize and where everybody consumes. Indeed a
new term, Mall Rats has been coined to describe the legions of young people who spend
19

their free time cruising indoor corridors. This proliferation of uses and of customers has
led to the frequent observation that regional malls are the new downtowns, the centers
of informal social interactions, the successors to the traditional marketplace.
J.A.F. Nicholls (1997) in his article, has mentioned about the situational dimensions
affecting purchasing behavior of Hispanic customers in a mall at some distance
from their neighbor hoods. The Hispanic shopper (which would also include a large
segment of immigrants) makes the (shopping) trip worthwhile by travelling with
companions, consummating a purchase while at the mall, and buying food or beverage
during the visit. The Hispanic shopper also spends more time at the mall and visits
more stores while there.
Pashigian and Gould (1998) stated and considered that consumers are attracted to malls
because of the presence of well-known anchors - department stores with recognized names.
Anchors generate mall traffic that indirectly increases the sales of lesser-known mall stores.
Lesser-known stores can free ride off the reputations

of

better-known stores. Mall

developers internalize these externalities by offering rent subsidies to anchors and by

charging rent premiums to other mall tenants. The results of this article suggested that
mall developers are behaving rationally because they know that anchors attract customers to
the mall and increase the sales of other mall stores.
Kay M. Palan (2000) in his paper observed gender identity of consumer behavior studies in
the marketing literature that have examined gender identity. Based on the literature
review, the paper evaluates whether gender identity research

is still warranted, and

proposes specific research questions to guide future research. The author is of the view that
it is very essential to understand the complex and changeable nature of personality traits
associated with gender categories.

Nikhilesh Dholakia & Piyush Kumar Sinha (2005)

20

Observed

that customers tend to come to the stores with a choice set. This set varies

according to the extent of planning that the customer undertakes before reaching the store.
With more planning, this choice set narrows. While buying from the traditional format
(serviced) stores, the customers carry lists. These lists, in many cases, mention the brand
name of the product. Generally, the retailer simply fetches the sought brands and collects
them on the counter, ready for tallying and payment. In the very affluent families,
these patterns exhibit variations.
There has not been significant effort by research

scholars

and marketers to study

the consumer behavior pattern in Malls and to differentiate the same with behavior
pattern in traditional Mom-&-Pop shops. If the research has been conducted it is not
being made available to the other researchers.
Surbhi Khosla (2006) briefly discussed about the retail sector in India and its journey.
The article mentions in the chronological order the evolution of different retail formats in
India and also major retailers in different formats. The article also discussed the recent
trends in the formats and future scope of the different formats of retailing.
Prakash Chandra Dash (2007) studied and explodes the opportunities, challenges and

strategies of Indian retail sectors. The paper discusses the challenges like merchandising mix,
retail differentiation, supply chain management and also competition from supplier's brand in
the Indian perspective.
Sonal Kureshi, (2007) conducted a research study on Comprehensive Analysis of
Exclusive Brand Store Customer in Indian Market. The objective of the research was
(a) to provide insight about the profile of the consumers of exclusive brand store, based
on their demographic and psychographic characteristics (b) to find out differences if
any between the Browser and Purposive customers and (c) to examine the differences
that emerge and draw implications for the retailer.
21

Piyush Kumar Sinha & Sanjay Kumar (2007) conducted research study to identify
and classify the different formats of retailing in India. The study classifies the different
formats of retailing in different categories and also explains the growth of each category
and motivation of retailers to expand into specific category. Some of the findings of
the study include: Most of the organized retailers in India are harping on quality,
service, convenience, satisfaction and assured benefits to lure shoppers into the
store. Retailers are not creating value for the consumer and also unable to decide
suitable vehicle to deliver desired consumer value. No doubt that retail format is one of
the vehicles to deliver value proposition and also it helps to position the store in the
mind of target shoppers.
Asif Zameer (2007) observed and discussed MALL MANAGEMENT and has
concluded that Mall Management has emerged as the single most differentiating
factor in todays scenario where the numbers of malls are multiplying. The need of the
malls to differentiate themselves is a sure way of emerging winner and this positioning
is ensured through mall-management. Mall-management is all about differentiating mall
from the rest, getting maximum footfalls, converting the footfalls to purchase and
keeping the footfalls and the tenants happy and satisfied.
A M Sakkthivel (2007) conducted a study on Strategic Placement of Organized
Retail Formats in Potential Markets - A Critical Analysis the study covered different retail
formats and their locations for reaching the target market. The study concluded that the
majority of the new retail formats are concentrated in tier 1 cities; the new retail formats are
increasingly expanding their operations in tier 2 and smaller cities also.

22

3.1

Research Objective
1. To scan customer buying behviour.
2. To comprehend the determinants of customer satisfaction.

Study Area: BIG BAZAAR, Zirakpur

Sample Size:

A sample of 100 consumers were taken.

Methods of Data Collection:

Primary Data: The primary data was collected with the help of handing out the
questionnaires for the survey and also through conducting group discussions in the Big Bazaar. The
respondents were asked how they feel about the Big Bazaar.

Secondary Data: The major source of secondary data is Internet, Big Bazaar documents and
journals etc. The information on Retail industry and company profile of Big Bazaar as whole and the
brand was collected from the Internet, books, journals etc.
My study is based on Primary Data.

3.7 Sampling Method: The sample will be selected on the basis of non-probability
method. The sampling is based on the age group, 25% of the respondents are from age group under
25, 53% of the respondents are from the age group 26-40, 19% of the respondents are from the age
group 41-55, 3% of the respondents are from the age group 55 & above.

23

ANALYSIS
AND INTERPRETATION OF THE
STUDY

How often do you visit Big Bazaar?

24

Scale

Frequency

Percentage (%)

mostly

23

23

frequently

69

69

rarely

Total

100

100

Frequency

23

mostly
frequently
rarely

69

INTERPRETATION :- The first question asked to respondents was how often they visited big
bazaar and 8 out of 100 people to whom the question was asked said they visited it rarely whereas
69 out of 100 people said they visited big bazaar frequently and 8 out of 100 people said they
visited the big bazaar most of the times.

Are you satisfied with the information about products which is provided
byemployees of big bazaar?
25

Scale

Frequency

Percentage (%)

Fully satisfied

20

20

Satisfied

60

60

Neutral

20

20

Total

100

100

Frequency

20

20

Fully satisfied
Satisfied
Neutral

60

Interpretation: - it can be said the most of the customers are satisfied with the performance of big
bazaar as there is a high ratio of people who are either satisfied or fully satisfied with their
satisfaction level. There were around 80 % of people who are satisfied with the information about the
product displayed and are very happy to visit Big - Bazaar again and again. There were around 20 %
of the respondent who were not much satisfied with Big Bazaar and have problem with the
information display at Big Bazaar.

Quality Standards of Big Bazaar products

26

SCALE

FREQUENCY

PERCENTAGE (%) CUMMULAT

Very good

11

11%

IVE
11

Good

42

42%

53

Ok

23

23%

76

Bad

18

18%

94

Very Bad

6%

100

Total

100

100

42
45
40
35
30

23

25
20
15

18
11
6

10
5
0

Very good

Good

Ok

Bad

Very Bad

INTERPRETATION: - Big Bazaar needs to work on the quality of the products as in todays world
quality is given priority. As we came up with the results of the survey it was found out 24% of the
customers are not satisfied with the quality of the products. So, as to enhance the customer
satisfaction level, Big Bazaar should work on the quality of the products.

Do you think Big Bazaar should work on Store Layout which will make it easy for
27

Customers to find what they need

SCALE

FREQUENCY

PERCENTAGE

CUMMULA

Strongly agree

3%
(%)

3TIVE

Agree

8%

11

Neutral

38

38%

49

Disagree

14

14%

63

Strongly Disagree

37

37%

100

Total

100

100

FREQUENCY
3

Strongly agree

Agree

37

Neutral
38
14

Disagree
Strongly Disagree

Interpretation: - Big bazaar should work on the layout of the stores tremendously. As there is a
vast number who customers who find it very difficult to search products. Big bazaar has got all the
products available in their store its just that the customers are not aware of the positioning of the
products. The recommendations for the same are that proper direction marks should be carried across
the store to guide the customers. There were around 11% of people who would like to suggest Big
Bazaar to work on its Store Customization and around 38% of people were neutral on this question
which meant that it was neither a No, thus this is a suggestion from most of the people for Big Bazaar
to work on its Store layout.

How is the billing process

28

Scale

Frequency

Percentage

Cummulative

Good

57

57%

57

Ok

39

39%

96

Bad

4%

100

Total

100

100

Frequency
4
Good
Ok
39

Bad
57

Interpretation: - Big Bazaar has got very good billing system. There are multiple number of
queues for billing & the billing process is very fast & majority of the customers are satisfied with the
billing process, but around 4 % of the people suggested that there must be few more payment option
that includes payment through Mobile phones and Big Bazaar cards.

What about the services could they be improved

29

Scale

Frequency

Percentage

Cumulat

Service can

4ive

be
Service could

be
friendlier should 2
Staff

10

communicate
Stores need to

39

39

49

be cleaner
The
stores needs

47

47

96

more
The

parking
location

99

needs
Others
total

to

1
100

1
100

100

be

Frequency
50
40
30
20
10
0

Frequency

Interpretation: - Big Bazaar should work on parking & cleanliness issues as lot of customers have
problem with parking places & cleanliness of the store. They should implement proper cleaning
charts & give them to the cleaning staff heads & an hourly inspection should be done by the
supervisors. As according to my analysis about 86% of the respondents have a problem either due to
parking space or cleanliness of Big Bazaar.

30

Your complaints are handled Timely & Constructively

SCALE

FREQUENCY

PERCENTAGE

CUMMULA

Strongly agree

22

(%)
22%

TIVE
22

Agree

21

21%

43

Neutral

53

53%

96

Disagree

3%

99

Strongly Disagree 1

1%

100

Total

100

100

FREQUENCY
Strongly Disagree
Disagree

FREQUENCY

Neutral
Agree
Strongly agree
0

10

20

30

40

50

60

Interpretation: - Most of the respondents are very happy & satisfied with the complaint handling
department of big bazaar. Its a big positive for them. It was found out thatonly 1% customers
strongly disagreed with the statement and 3% dis agreed with the statement, whereas 53% remained
neutral. So, we can say that there is scope for improvement for them.

31

Rate the overall Customer Service of Big Bazaar

SCALE

FREQUENCY

PERCENTAGE (%)

CUMMULATI

Excellent

7%

VE
7

Good

63

63%

70

Ok

27

27%

97

Bad

3%

100

Worst

0%

100

Total

100

100

FREQUENCY
60
50
40
30
20
10
0

FREQUENCY

Interpretation: - Most of the respondents agreed with this statement. According to our analysis Big
Bazaar gives prompt service to its customers. Among the total respondents agreed respondent rate is
7% excellent, 63% as good, 27% as ok & only mere 3% respondents think that services are bad.

32

Does the Staff Communicates in the language that you understand

SCALE

FREQUENCY

PERCENTAGE (%)

CUMMULATI

Yes

78

78%

VE
78

No

6%

84

Needs Improvement

16

16%

100

Total

100

100

FREQUENCY
90
80
70
60

FREQUENCY

50
40
30
20
10
0
Yes

No

Needs Improvement

Interpretation: - The respondent were satisfied with the language of the employees of Big bazaar
but there were around 6% who were not at all satisfied with the language of employees of Big bazaar
and wanted them to drastically change their speaking style and around 16 5 of the respondent
suggested that the employees need improvement and they can speak lot better. The respondent also
mentioned that there was regional tone in the employees language which was not appreciated by
some respondent and suggested to bring some change in it.
33

How likely are you to Recommend BIG BAZAAR to your Friends and Family
Scale

Frequency

Percentage (%)

Cummulative

Very Strongly

72

72%

72

Strongly

14

14%

86

Neutral

12

12%

98

Wont

02%

100

Total

100

100%

Frequency
Very Strongly
12 2

Strongly
Neutral

14

Wont
Recommend
72

Interpretation:- The respondent were mostly satisfied with Big bazaar and were willing to
recommend there friends and family to visit the store , around 72% of them said that they would
Strongly Recommend Big Bazaar to their loved ones and 14% of the respondent replied that they
would also recommend Big Bazaar.12% of the population were neutral on the topic and didnt want
to take any side. There were 2 people who would not recommend Big Bazaar to their friends and
family as they think it would be waste of their time and Big Bazaar could not cater their needs.
34

FINDINGS OF THE REPORT

35

FINDINGS OF THE REPORT:

Big Bazaar is the number retailer in India undoubtedly. It has
built a very strong
bond with all its customers.

Big Bazaar attracts most of its customers due to its economical

products & worth.
But the most crucial factor that attracts most of the
customers is its customer services.

According to the research it was found out that most of the

customers were affected due to its schemes & promotions that
it promotes on independence day, republic day etc.

Big Bazaar has to work on its store layout, so as the customers

can get the
products easily without any problem. As for now its a big issue
for the customers.

There is a vast majority of customers of big bazaar who came to

big bazaar to buy products for marriage purposes as they find it
very economical to give to their daughters.

Cleanliness & hygienic conditions are a big issue for the

management in its food
36

& vegetable section.

SUGGESTIONS

A product becomes a hit when the customer is aware about the

product. The prominent tool to increase awareness of product is
advertising. Big Bazaar should use advertising as a tool to
increase its market share.

Big Bazaar should promote various new ofers to attract new

customers.

They shouldnt compromise with the quality of the product

as quality is the first most priority of the customers.

The employees should be given proper training to deal with

the customers.

To increase the share of its loyal customers Big Bazaar

should promote coupon
system & should distribute weekly
coupons to regular customers.

Most of the customers go for on the spot buying just because

of attractive displays. So, proper eye catchy combinations
should be carried out across the stores to attract customers
to buy those things.

37

 The back bone of retail business is good customer services.

Customer loyalty can only be earned by providing satisfactory &
excellent services to the customers.

38

CONCLUSION

Thus this report gave us lots of learning and collecting data

about the company helped us to analyze the consumers
thinking and thought about the company.

A part of the future group, Big Bazaar is a hypermarket

which ofers all kinds of goods of good quality at
afordable prize under one roof. Big Bazaar has over
more than 140 outlets in diferent parts of the country
in both the metro cities as well as the small towns.

Big Bazaar has a very healthy working environment &

follows very good strategies for employee motivation.

In Big Bazaar the bond between the employees &

managers is very strong & healthy. All the employees
work as a team & perform their duties whole heartedly &
in such a manner that satisfies the customer the most.

Big Bazaar attracts most of its customers

through a very good Ad campaigns.

39

 Big Bazaar can improve the level of customer satisfaction

by providing them free home delivery.
REFFERENCES

1. Agrwal Vaishli and Sanjay Mishra (2008), Role of Retailers in Reducing

Inventory and Improving Customer Satisfaction: An Empirical Study Of
Consumer Durables,Indian Journal of Marketing, pp. 36-43.
2. Baseer Amatual and G Laxmi Prabha (2007),Prospects and Problems of
Indian Retailing, Indian Journal of Marketing, pp.26-28.
3. Joseph Mathew, Nirupama Soundararajan, Manisha Gupta and
Sanghamitra Sahu (2008), Impact of Organised Retailing on Unorganised
Sector Working Paper ICRIER, p. 222
4. Bhatnagar Gitanjali (2004), Retail Revolution, Indian Journal of
Marketing, pp.13-17.
5. Philip Kotler, marketing management, (Pearson education,
12thedition)

6. Naresh Malhotra marketing research (An applied orientation),

Research design,
(Prentice hall of India pvt. 5th edition)
7. Berman B and Evans J.R, Retail Management(Pearson education, 10th
edition
8. Service Marketing by M.K Rampal
9. Integrated service marketing (4th edition) by Zeithmal
40

1o. Kothari C.R. , Research Methodology, New Age International

Publications, 2nd Edition, 2004.
11. Sontakki C.N. (2003) Marketing Management Kalyani
Publications.

Internet web sites

1) www.bigbazaar.co.in

2) literature review on www.bigbazaar.com

3) www.retailseminar.in

4) www.organizedretail.co.in
5)

www.google.com

6) www.futuregroup.com

41

ANNEXURE

Respected Sir/Madam
I am student of Guru Gobind College for Women, Sector-26 conducting survey on
Promotional Strategies of Big Bazaar. All the data will be kept confidential and will be
used just for analysis of the project. I request you to tick the option which in your opinion
believes to be true.

Name:
Occupation:
Sex:

Male

Female

Age:

10-20

20-30

30-40

40 and above

42

1. How often do you Visit Big Bazaar?

Mostly
Frequent
ly Rarely

2. Are you satisfied with the information about products

which is provided by employees of big bazaar?

Fully
Satisfied
Satisfied
Neutral

43

3. Quality Standards of Big Bazaar products

Very Good
Goo
d Ok
Bad
Very Bad

4. Do you think Big Bazaar should work on Store Layout

which will make it easy for Customers to find what they
need?

Strongly Agree
Agree
Neutra
l
Disagr
ee
Strongly Disagree

44

5. How is the billing process?

Goo
d Ok

bAD

45

6. What about the services could they be improved?

Service can be faster/more eficient

Service could be friendlier
Staf should communicate better with customers
Stores need to be cleaner
The Store needs more Parking Place
The location needs to be closer

7. Your complaints are handled Timely & Constructively

Strongly Agree
Agree
Neutra
l
Disagr
ee
Strongly Disagree
46

8. Rate the overall Customer Service of Big Bazaar

Excellent
Goo
d Ok
Bad
Worst

47

9. Does the Staf Communicates in the language that you

understand

Yes
No
Needs Improvement

10. How likely are you to Recommend BIG BAZAAR to your

Friends and Family?

Very Strongly
Strongly
Neutral
Wont Recommend

48