a study on buying behavior of customers towards the household sections in big bazaar of lucknow

8/11/2019 A Study on Buying Behavior of Customers Towards the Household Sections in Big Bazaar of LUCKNOW

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ACKNOWLEDGEMENT

I take this as an opportunity to thank with bottom of my heart allthose without whom the journey of doing my project would not have

been as pleasant as it has been to me.

I am very thankful to my respected sir Mr. Sanjeev Verma for givingme their valuable advice and guidance towards fulfillment of the

project.

For any project to be a success, it is very important to get the rightguidance and support which I got from my Coordinator, Dr. AnoopKumar Singh . I express my gratitude to my faculty guide forinspiring me throughout the project.

Finally I would like to convey my heartiest thanks to all my wellwishers for their blessing and co-operation throughout my study. hey

boosted me up every day to work with a new and high spirit. SWAPNIL SIN A

M!A "MS# $ T SEMESTE% %o&&. No. '(((''')(*'

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DECLA%ATION

I hereby declare that this !esearch "roject entitled, # $tudy on%uying %ehavior of Customers towards the household sections in %ig%a&aar of '(C)*+ written and submitted by me, under theguidance of Mr. Sanjeev Verma sir, is my original work and that hasnot been submitted to any other (niversity Institute previously.

SWAPNIL SIN A M!A "MS#+IV Sem .

%o&& No.'(((''')(*'

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CONTENTS

ACKNOWLEDGEMENT 7

DECLA%ATIONS :CE%TI,ICATE $

C APTE%+I )+'$Introduction ) +bjectives of the study ;$cope of the study '(Importance of study ''

!esearch /ethodology '7+'$

C APTE%+II '


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LIST O, PIE C A%TS AND G%AP S6. he different sources from where the respondents came to

know about %ig %a&aar.

7. he customer1s response about the layout 8 display of %ig%a&aar.

9. Customer1s feedback about the availability of product1s in thehousehold section.

4. ime spent during the visit of big ba&aar

:. /oney spent on the household products during the visit to big ba&aar

;. . Customer1s feedback about the ?uality of appliances in thehousehold section.

@. o know whether the prices of items in the household sectionare comparatively less than the market price or not.

6A. o know about the availability 8 capabilities ofsalespersons stranded at the household section.

66. o find out whether the products are easily accessible ornot in %ig %a&aar.

67. o check whether discounts schemes affects the buying behavior of the customers in %ig %a&aar

69. o know about the most preferable brands in plastics.

64. he most preferable brands of #ppliances amongcustomers.

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C APTE% -'

INT%OD9CTION

O!@ECTIVES O, ST9D8

SCOPE O, ST9D8

IMPO%TANCE O, ST9D8

%ESEA%C MET ODOLOG8

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INT%OD9CTION

#s customer1s tastes and preferences are changing, the marketscenario is also changing from time to time. oday1s market scenariois very different from that of the market scenario before 6@@A. herehave been many factors responsible for the changing market scenario.It is the changing tastes and preference of customer which has boughtin a change in the market. Income level of the people has changedBlife styles and social class of people have completely changed nowthan that of olden days. here has been a shift in the market demandin today1s world. echnology is one of the major factors which isresponsible for this paradigm shift in the mark. oday we can see anew era in market with the opening up of many departmental stores,hyper market, shopper1s stop, malls, branded retail outlets andspecialty stores. In today1s world shopping is not any more tiresomework rather it1s a pleasant outing phenomenon now.

%ig ba&aar Isse $asta #ur #cha )ahin *ahin1 is the hypermarketdiscount store initiative of the company D"antaloonE commissioned toaddress the discount 8 bargain-hunting tendency of the Indianshopper .2riven by their sounding success of the concept, four %ig%a&aars were rolled out across7,AAAAA $?. ft. in 5yderabad,%angalore, 8 /umbai. hese include /en1s, 'adies, childrenapparel, utensils, kitchenware ,stationery, luggage, toys, optical

products, a photo studio 8 an $ 2 booth among others .%ig %a&aarhas more than :A sales offers across its countries at any time 8thesediscounts range from ; to ;A . he magic of the concept is reflectedin the footfall. #t %ig %a&aar, price was the principal value

proposition at these stores. $chemes of %ig ba&aar are very popularlike buy two get one free1. #lso positioning 8 product availability in%ig %a&aar gained a higher share of the customer1s shopping basket.

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O!@ECTIVES O, ST9D8

6. o find out the source from where the respondents came to knowabout %ig %a&aar Ddivision of "antaloonE.

7. o find out the customers response about the 'ayout 8 2isplay of%ig %a&aar.

9. o find out the availability of products in the 5ousehold section.

4. o find out the ?uality satisfaction of "lastics, utensils, appliancesin the 5ousehold section.

:. o find out the "rice satisfaction level among customers.

;. o find out the availability 8 capability of salesperson1s servicestranded at the 5ousehold section.

=. o find out the most preferred brands in "lastics, appliances.

>. o check whether 2iscounts or $chemes affects the buying behavior of respondents.

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SCOPE O, ST9D8

he scope of this research is to identify -he u/ing ehavior o03u1-omer1 -o2ar 1 -he hou1eho& 1e3-ion1 o0 !ig !a4aar inLu35no2. his research is based on primary data and secondarydata. 2ue to time constraint only limited number of personscontacted. his study only focuses on urban buying behavior ofcustomers because the research conducted in 'ucknow. he scope ofresearch is limited for 'ucknow. It provides help to further theresearch for organi&ed retail sector in 'ucknow. It aim to understandthe skill of the company in the area like technological advancement,competition in management.

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IMPO%TANCE O, ST9D8

he study shows customers buying pattern towards the householdsections with %ig %a&aar in 'ucknow. Its provide guideline for further research in 'ucknow for organi&ed retail. !esearch says aboutcustomer buying behavior towards %ig %a&aar in 'ucknow. he studyrate of customer satisfaction level with %ig %a&aar for 'ucknow. he

research is also important to identify /arket si&e, growth and /arket"otential of %ig %a&aar in 'ucknow. he research shows future$cenario of %ig %a&aar in current perspective. he study shows+pportunities and challenges for %ig %a&aar respect of internal 8external environment. !esearch says about main competitors in thefield of organi&ed retail sectors. he study provides guideline tofurther extension of %ig %a&aar in 'ucknow. he study provides helpto know the customers satisfaction with %ig %a&aar stores i.e.household sections of the big ba&aar.

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%ESEA%C MET ODOLOG8

# research /ethodology is a way to systematically solve the research problem. In !esearch /ethodology we study the various steps that aregenerally adopted by researcher in studying his research problemalong with the logic behind them. !esearch in common parlancerefers to a search for knowledge. Information is the lifeblood ofmanagerial decision-making. he purpose of methodology section isto describe the research procedure by which the relevant informationis gathered. his section comprises the research design, the datacollection method, the sampling procedures and analysis procedures.

%e1ear3h Me-ho o&og/ in3&u e1B !esearch 2esign

%ESEA%C DESIGNB # !esearch design is the overall plan or program of research. It is the general blueprint for the collection,measurement and analysis of data. It includes an outline of what theinvestigator will do from writing the hypothesis and their operational

implications to the final analysis of data. It is the overall operational pattern or framework of the project that stipulates what information isto be collected, from which sources and by which procedure.

E p&ora-or/ %e1ear3h GIt means to gain the familiarity with a phenomenon or to achieve new insight into it. $tudies with this objectin view are termed as exploratory or formulari&e research studies.

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De13rip-ive re1ear3hB In this type of research, researcher has to portray accurately the characteristics of particular individual, group or situation .

Diagno1-i3 re1ear3h G It deals with determine the fre?uency withwhich something occurs or with which something associated withsomething else .

E perimen-a& re1ear3h GIt is used to test a hypothesis for causalrelationship that is the cause 8 effect relationship.

!esearch design used during research E>PLO%ATEL8%ESE%C DESIGN

Popu&a-ionB It is the target group, which the researcher wants to knowabout by studying one or more of its samples. o be complete, a

population must be very explicitly defined in terms of elements,

sampling units, extent and time.Popu&a-ion -a5en G

L9CKNOW

Samp&ing Pro3e ureB $ampling is simply the process of learning

about the population on the basis of a sample drawn from it. hus, inthe sampling techni?ue instead of every unit of the universe only a part of the universe is studied and the conclusions are drawn on that basis for the entire universe. # sample is a subset of population units.

he process of sampling involves three elementsG $electing thesample, Collecting the information, and /aking an inference aboutthe population. +n the basis of sample study we can predict andgenerali&e the behavior of mass phenomenon.

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he method of sampling used during research B NONP%O!A!ILIT8 SAMPLING6 CONVENIENCE SAMPLING

Samp&ing 9ni-B he sampling unit is the basic unit containing theelements of the population to be sampled. It may be the element itself,i.e., the object on which measurements are taken or a unit in whichthe element is contained.

$ampling unit chosen for the researchG C9STOME%S O, !IG!AFAA%

Samp&e Si4e G 6AAH

Da-a Co&&e3-ion Me-ho G2epending on the source, statistical data areclassified under two categoriesG

6EPrimar/ Da-a

7ESe3on ar/ Da-a

2ata used during researchG P%IMA%8 DATA H"rimary data areobtained by a study specifically designed to fulfill the dataneeds ofthe problem at hand. $uch data are original in character andaregenerated in large number of surveys.

/ethod of data collection usedG ?9ESTIONNAI%E MET OD H

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C APTE% +7IND9ST%8 P%O,ILE

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%ETAIL IND9ST%8 IN INDIA

!etailing occupies a pre-eminent position in all economies. !etailingincludes all those activities that involve the sale of goods and servicesto ultimate consumers for personal, family and household use. Indianconsumers are always known for its price sensitivity. Change inIndian retailing has been constant but the pace of development is fastover past few years.

#ccording to survey conducted by CII 8 /c)insey, the total number of retail outlets in India is more than 67 million. he survey estimatedthat retail segment in India contributes more than 6A to the 32" andemploys around > of the total workforce. he high contribution isattributable to the fact that India has the largest retail outlet destinyrelative to population. Compared to the number of retail outlets per6AAA people, India has :-6Aretail outlets where as it is just 9.= in ($.

his itself highlights the extent of retail penetration in India.

*ow the Indian !etail Industry is moving from unorgani&ed retail toorgani&ed retail. +rgani&ed retail include departmental stores, hyper markets, discount stores etc. where all shopping needs of theconsumers are met at one place like that of home needs, apparels,

beauty, toys, food, electronics etc.

3one are the days when consumers needed to visit a no of places toaddress their shopping list. $mall shops, niche shops made that typeof shopping expensive and inconvenient. %ut now all small needs can

be met through big departmental stores, which make the shoppingconvenient for consumers by providing consumer durable andconsumer perishables under a single roof. +rgani&ed retail is a bigrevolution to Indian economy, which not only contribute toconvenient shopping but also contribute to national growth. Just

thinkL In a country where @; percent of the retail outlets are packedinto less than :AA s?uare feet, but the average si&e of these kind of

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department al stores is around 6:,AAA s?uare feet. In a country wheredepartmental store refereed to well segregated god own, but now itmeans big retail store where all F/C3s are available under one roof.

T%ADITIONAL VIEWB

India is the country having the most unorgani&ed retail market.raditionally the retail business is run in a shop in the front of the

house. /aking India a nation of shopkeepers. he estimated numberof outlets in India was :.9=million in 6@@@. his means at least :.:

outlets per 6AAA people, the highest number of outlets per capita in theworld. %ut now the number has increased to 67million. he retailinglandscape is dominated by small independent outlets, which have lessthan :AA-s?.feet space but together contribute an extraordinary @;of total resale.

he manufacturers use to distribute goods through C8F agents todistributors 8 wholesalers. !etailers happen to source themerchandise from wholesalers 8 reach to end-users. !etailers are thelast stage in supply chain, the merchandise price used to get inflatedto a great extent till it reaches from manufacturer to end user./anufacturer does not largely control selling prices.

#ll the merchandise is purchased as per the test 8 vim and fancies ofthe proprietor also the pricing is done on ad hoc basis or by seeing theface of the customer. "rofits are accumulated in slow moving 8 non-moving stocks, which become redundant or consumed in-house. hus

profits were vanished without their knowledge.

C ANGING VIEW G

$ince Indian industry is showing changing faces, the retail industry isnot an exception. Indian consumer wants big in less time. ith thechanging time, people are more occupied with work, office, familyand children. ith this change in their lifestyle their consuming

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pattern has also changed. It changed the shape of retail market into big retail formats i.e. shopping malls, departmental stores,hypermarkets, super ba&aars. he biggest unorgani&ed retail sector ischanging to organi&ed sector. hough it will take time as the society isdominated by nukkar walas, kirana shops, niche shops etc. the successstories of "antaloons, 'ifestyles and many more are showing the trendof potential organi&ed retail market.

9PCOMING O%GANIFED %ETAIL SECTO%B

In the opening of 76st century, there is evidence of new forms ofretailing. he retail market is becoming more segmented with retailformats focusing on the needs of a particular consumer groups. hetraditional forms of independently owned small business and co-operatives are losing their market share in big areas, metro cities andsatellite areas. *ow they are characteri&ed by large scale multiplechains run by powerful and sophisticated organi&ations like super

ba&aars, kendriya bhandar. 5ypermarkets, departmental stores and

discount stores.

P%OSPECTSB

ith the changing time and customer lifestyles, gone are the dayswhen shopping used to be a tiring experience, running to purchase thespecifics from place to place. *ow it has become an enjoyment for the

entire family where the desires of all family members can be metunder one roof. /odern organi&ed retail sector has become a longway. hough it is in infancy stage in India catering the needs ofspecific segments of the society in the areas of big cities and satelliteareas like 3urgaon ,'ucknow, *oida etc.

#ccording to CII-/c)insey report retailing in India is the biggestindustry with gross sales totaling M6>A billion and second largestgenerator of employment after agriculture. !etail industry is expectedto grow at the rate of 6:-7A per annum in the organi&ed retail sector.

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he retail sector is expected to show maximum growth in the areas of #pparels, Food !etailing and 0ntertainment. %ig format stores areclassified intoG -

N!etail malls

N $pecialty stores

N2epartmental stores

N2iscount %argain stores

N5ypermarket

N5ybrid stores.

hough the numbers are few but the success stories of these retailformat scan give the picture of retail potential in India.

"antaloons D%iyanisE,

estside D atasE,

'ifestyles DI CE,

Food world D!"3E, /usic orld, /arks8 $pencer

and many more have made a landmark in Indian organi&ed sectorexceeding !s.6AA crore marks.

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MA@O% INDIAN %ETAILE%S

he low-intensity entry of the diversified /ahindra 3roup into retailis uni?ue because it plans to focus on lifestyle products. he/ahindra group is the fourth large Indian business group to enter the

business of retail after !eliance Industries 'td, the #ditya %irla3roup, and %harti 0nterprises 'td.%PG %e-ai&+,orma-1B /usic orld, %ooks 8 %eyond, $pencer1s5yper, $pencer1s $uper, 2aily 8 Fresh

Pan-a&oon %e-ai&+,orma-1B %ig %a&aar, Food %a&aar, "antaloons,Central, Fashion $tation, %rand Factory, 2epot, a'', 0- one etc.

The Ta-a Group+,orma-1B estside, $tar India %a&aar, $teel junction, 'andmark, and itan Industries with orld of itansshowrooms, anish? outlets, Chroma.

P/rami %e-ai&+,orma-1B "yramid /egastore, ru/art

Ni&giri 1+,orma-1B *ilgiriOs1 supermarket chain

Su hi51ha+,orma-1B $ubhiksha supermarket pharmacy and telecomdiscount chain.

Vi1ha& %e-ai& Group+,orma-1B Kishal /ega /art

!PCL+,orma-1B In 8 +ut

%e&ian3e %e-ai&+,orma-1B !eliance Fresh

%e&ian3e ADAG %e-ai&+,orma-B !eliance orld3erman /etro Cash 8 Carry

Shopri-e o& ing1+,orma-1 G $hoprite 5yper

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!IG !AFAA%

I1 1e 1a1-a aur a3ha 5ahin nahin+!IG !AFAA% is the hypermarketdiscount store initiative of the company commissioned to address thediscount and bargain hunting capacity of the Indian shopper .#t big%a&aar, price was the principal value proposition at these stores. hestore sold a variety of products : to ;A lower than thecorresponding market price. #pparel, for instance, was normallycheaper by 7: to ;A . o populari&e discounts, %ig %a&aarcirculated a "atrika with offer likeG )anchan frying pan worth !s.7:A - free with 2awat premium %asmati rice worth !s. 96A -H and %uy two bottles of 5aveli pickles, 3et the third freeH.

he magic of the concept is reflected in footfall, %ig %a&aar attractsmore than :AAAAA shoppers every month. /ore importantly, it hasemerged as the first organi&ed store to reach out to a broad customerspectrum- from a villager to a wealthy businessman.

In addition to the attractive price differential, %ig %a&aar1s draw wasits unusual offerG that the customer could not locate similar product ata lower sticker price elsewhere within 6A days, then the customerwould be entitled to gift voucher worth twice the amount of thedifferenceL %esides, the $hop-in-$hop concept also maximi&edfootfalls.

hanks to its positioning and product availability, the %ig %a&aarstores gained a higher share of the costumer1s shopping basket. he%ig %a&aar stores contributed !s. ::.>> Cr to the company1s turnoverin 7AA6-A7Dincluding $hop-in-$hop sales of !s. 67.>= CrE.

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+n successful completion of ten years in Indian retail industry, in7A66, %ig %a&aar has come up a new logo with a new tag lineG HNa/eIn ia Ka !a4aar , replacing the earlier oneG I11e Sa1-a Aur A33haKahin Nahin

,9T9%E G%O9P

Future group, led its founder 8 group CEO Mr. Ki1hore !i/ani isone of India leading business house with multiple business spanningacross the consumption space. hile retail firm the core businessactivity of future group, group subsidiaries are present in consumer

finance, capital, insurance, brand development 8 entertainment. hefirst set of %ig ba&aar store open in 7AA6 in )olkata, 5yderabad and%angalore.

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P%OD9CTS

# %ig drive of footfall at %ig %a&aar is the product Kariety. heCompany stocks about 6,9A,AAA items over 7A product categories.

his has been supported by the Company1s decision not just to stockit with shops. #s a result, a usual %ig %a&aar companies shops thatstock medicines, optical accessories,camera rolls

bakery products dry fruits,crockery,utensils, glassware,health and beauty products,ladies accessories,saree and dress material, infant necessities,readymade garments,fabrics,electronics,watches,clocks, computer accessories,food and beverages, stationery,household appliance,house hold products,

plastic products,furniture,homefurnishings and luggage.

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# %ig %a&aar also provides "C+ "hotostats and# / services.

Appare&1B

#pparels accounted for =A of %ig %a&aar off take in 7AA6-A7the price factor was singularly responsible for the success it started from

!s.@@ - upwards to !s. =@@ -. 0ven though the apparel products at %ig%a&aar reinforced the price with its range men1s wear, ladies ethnic,western wear and kids wear the role of Kisual /erchandising wasemphasi&ed.

Non Appare&1B

*on apparels sales accounted for 6A of %ig %a&aar total of sale in

7AA6-A7. # range of more then 6 lac items coupled with a ; to;A discounts started a virtuous cycleG thanks to the increasedfootfall, %ig %a&aar entered in to an attractive negotiation with itsvendors for better prices, which translated into an even higherfootfalls. he non apparel categories include plastics items, footweartoys, luggage, appliance white goods and stationery.

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Innova-ion1

We ne1 a/ !a4aar%ig %a&aar introduced the ednesday %a&aar concept and promotedit as 5afte )a $abse $asta 2inH. It was mainly to draw customers tothe stores on ednesdays, when least number of customers areobserved. #ccording to the chain, the aim of the concept is Pto givehome makers the power to save the most and even the stores in thecity don a fresh look to make customers feel that it is their dayP.Sa 1e Sa1-a Din

ith a desire to achieve sales of !s 7; Crore in a one single day, %ig%a&aar introduced the concept of P$abse $asta 2inP. he idea was tosimply create a day in a year that truly belonged to %ig %a&aar. heconcept was such a huge hit that the offer was increased from one dayto three days in 7AA@ D74 to 7; JanE and to five days in 7A66 D77-7;JanE.Maha !a3ha-/aha %achat was started off in 7AA; as a single day campaign withattractive promotional offers across all %ig %a&aar stores. It hasattractive offers in all its value formats such as %ig %a&aar, Food%a&aar, 0lectronic %a&aar and Furniture %a&aar - catering to the entireneeds of a consumer The Grea- E 3hange O00er+n February 67, 7AA@ %ig %a&aar launched P he 3reat 0xchange+fferP, through with the customers can exchange their old goods infor %ig %a&aar coupons. 'ater, consumers can redeem these couponsfor brand new goods across the nation.

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,OOD !AFAA%

,oo !a4aar 1 core concept is to create a blend of a typical Indian%a&aar and International supermarket atmosphere with the objectiveof giving the customer all the advantages of


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is evident from the higher discounts and the wholesale price-pointswhich is below /!".

Food %a&aar represents the company1s entry into food retail and istargeted across all classes of population. Food %a&aar replicates alocal mandi1, to provide the much important touch 8 feel1 factorwhich Indian housewives are used to in the local ba&aar. Food %a&aarhas over :A,AAA stock keeping units which cover grocery, F/C3

products, milk products, juices, tea, sugar, pulses, masalas, rice wheatetc, besides fruits and vegetables. #ll products are sold below /!"and discounts range between 7 to 7A . Fruits and vegetables aresold at prices comparable to wholesale prices.

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P%OMOTIONAL P%OG%AMS

Vi1ua& Mer3han i1ingB

In a brand-cluttered world, Kisual /erchandising helps to create theexcitement that transforms a customer1s in-store interest into

purchase.

Kisual /erchandising is a scientific management of store space. Itsrole is to ade?uately display products, highlight discounted products,

position products on shelves and design posters in a manner thatincreases the customer interest and leads logically to a transaction. #sa result, effective Kisual /erchandising informs, showcases andconverts.

#y pantaloons, they work with architecture design professionals whomake an intelligent use of shelf talkers, high points, focal pointdisplays, signage1s, danglers and window display. hese professionalsare encouraged to design stores with a sensitive reference to the localculture, events and festivals.

De1ign 1-u ioB

"antaloons pay a considerable emphasis to the consistentdevelopment ofnew products through a dedicated design anddevelopment studio. hisstudio represents the company1s initiative inthe area of product research. Itstudies trends in international fashionand extends its findings intocontinuous product and designdevelopment. his 6;-person /umbai studiocomprises ?ualified

*IF professionals.

he design studio was created with a clear objectiveG o graduallymigrate the company to a point where >A of theproducts sold could

be made within the company1s factories.

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%esides, an in-house design and development studio was created tomeet the growing demand for a wider choice across various categories

Q /en1s wear Dformal and casualsE, women1s wear Dwestern wear andethnic wearE and children1s wear- various ages, markets, seasons and

preferences.

#t pantaloons, the design team does not work from an ivory tower. Itinteracts with category managers, understands their re?uirements andcommunicates this information to the merchandising department. hedesign team then analyses the likely trends for the various marketsand sets about designing various options- around :AA in 7AA6-A7-for aseason. he design team works closely with the category managersand the merchandising to ascertain the relevance and viability before adesign is finally fro&en.

In 7AA6-A7, the design team widened its offering to include thefollowingG

/en1s casuals G 7AA options

/en1s formals G 7AA options

/en1s knits G :AA options

5*R G 9AA options

+ye G 7AA options

#nnabelle G 9AA options

%are jeans wearG 9AA options

%esides, the design team helped category managers conduct adisciplined thematic rollout- symphony on ice series- of garmentswith attendant fan fare which captured consumer recall. he designteam was also instrumented in the men1s wear category- Cubix,'ineaClassica and IC!. In the ladies wear category, it launched differentstyles under the #nnabelle, 5oney and %are brands.

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&o/a&-/ Program1B

he maximi&ation of repeat footfalls through customer loyalty programs has been a tradition at "antaloons.

#s a result, "antaloons 3reen Card holders increased from :,AAA to=:,AAA and 3reen Card holders accounted for 7: of store sales in7AA7-A9.

he 3reen Card loyalty program was launched in 7AAA-A6, when thecompany migrated to the national retail chain. his card was differentfrom the others ofits kindB it did not just cater to the individual, but to

the entire family.%enefitsG a 3reen Card for ?uick billing, the allotment of pointsagainst purchase, the redemption of these points against free

purchases, free tickets to city events, add-on cards, special schemes,free home delivery, longer exchange periods and free parking.

In 7AA7-A9, "antaloons 3reen Card holders enjoyed access to severalevents and promotions, which included musical programs, a chance towin trips to%angkok and $ingapore and attendance at visits by 5rithik !oshan #nd #amir )han to "antaloons stores.

!IG !AFAA%S IN L9CKNOW

here are three big ba&aar located in 'ucknowG

$#5#!# /#'' near 5a&aratganj

I*+S near 3omtinagar

"50*+IS

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C APTE%+ :

DATA COLLECTION

DATA INTE%P%ETATION ANDANAL8SIS

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Da-a Co&&e3-ion

2epending on the source, statistical data are classified under twocategoriesG

6EPrimar/ Da-a

7ESe3on ar/ Da-a

P%IMA%8 SO9%CESB

?ue1-ionnaire)eeping in view the objective of study a ?uestionnaire Das given#nnexureE was selected there is fifteen in all. #ll ?uestions are small

in si&e and arranged logically. he language is simple to understand.In-ervie2Information was also obtained by conversation with Customers .theywere interviewed personally.

SECONDA%8 DATAB he second information is taken fromcompany document available on websites .

he other related journals information and industry association1s siteshave also been viewed.

SAMPLE SIFEB 6AA C+*$(/0!$ contacted during this researchwork. he nature of sampling is NON P%O!A!ITIT8 CONVINANCESAMPLING helped in keeping the path of research in focusthroughout the work.

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Co&&e3-ion o0 -he ue1-ionnaire$ufficient time was given to the respondents to answer the?uestionnaire.Pro &em 0a3e 2hi&e 3o&&e3-ing an 0i&&ing ue1-ionnaire

6. $ome of the respondents were hesitant to answer the ?uestionnaire.7. $ome respondents did not want to answer the ?uestionnaire, so theyleft it unanswered.9. here the respondents did not find the relevant answer in hischoice provided, they added their own choice or left it unanswered.

Ta u&a-ion#fter all the ?uestionnaires were collected back, the responses weretabulated.0ach answer of the respondent was tabulated to its respectivecategory.

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ANAL8SIS

I have done a market field survey on big ba&aar. I have surveyedaround 6AA respondents of 'ucknow who come to visit big ba&aar. #specific ?uestionnaire is prepared for the customers and data isobtained from them by moving around big ba&aar and personallyinteracting with them. he customers gave me valuable information

regarding their consumption pattern in big ba&aar. I collected all thoseinformation and a proper analysis is done.

#ll the analysis and its interpretations are discussed below. 0ach ofthe analysis is done as per the information obtained from thecustomers and a serious interpretation has been done to best of myeffort.

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'.The i00eren- 1our3e1 0rom 2here -he re1pon en-1 3ame -o5no2 a ou- !ig !a4aar.

SO9%CES

;6 -- F!I0*2$ !0'# IK0$ 6; -- "!I* /02I#

6@ -- *0#! + 50 "'#C0

4 -- + 50! $+(!C0$

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In-erpre-a-ion an ana&/1i1+ when survey was done that most ofthe customers came to know about the big ba&aar by their relativesor their friends and6; of them live near to the place so they werealso aware of the big ba&aar and 4 people got information byother sources. From above it is clearly seen that friends andrelatives plays important role for the informations.

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7. The 3u1-omer 1 re1pon1e a ou- -he &a/ou- i1p&a/ o0 !ig!a4aar.

LA8O9T DISPLA8

@; -- 'I)0 4 -- 2I$'I)0

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In-erpre-a-ion an ana&/1i1 - the customers response about thelayout and display of big ba&aar was seen that @; likes thelayout display and 4 don1t liked it. from response it wasanalysed that as the slogan of %ig %a&aar Isse $asta #ur #cha)ahin *ahinH, has been attracted most of the customers whichdirectly affects on the increase in number of footfalls ofcustomers in %ig %a&aar. #s what I have observed that sloganattracts many number of customers and ultimately affects %ig%a&aar.

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:. Cu1-omer 1 0ee a35 a ou- -he avai&a i&i-/ o0 pro u3- 1 in -hehou1eho& 1e3-ion .

AVAILA!ILIT8

>> -- #K#I'#%'0

67 -- *+ #K#I'#%'0

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In-erpre-a-ion an ana&/1i1 - when I asked about theavailability of the products in the big ba&aar it was seen most ofthem were fully satisfied with the availability of products >>customers said that whatever they need everythings are presentin the household sections of big ba&aar and 67 were notsatisfied with it

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$. Time 1pen- uring -he vi1i- o0 ig a4aar .

TIME SPENT

6A --'ess than T an hour

6: --T an hr to 6 hr

9: --6 hr to 6and T hr

77 --686 7 hr to 7 hr

6> --/ore than 7 hr

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In-erpre-a-ion an ana&/1i1+ "eople spend a lot of time in shoppingin big ba&aar. /ajority of the respondents D9: E said that they spendat least 6 hour to 6 T hours in big ba&aar. 77 respondents also saidthat they spend 6 T hours to 7 hours in their visit to big ba&aar. +nly6A of people said that they spend very little time that is less thanhalf an hour in big ba&aar. #s per the given data I interpret thatcustomers are very product choosy now a days and that1s why theyspend a lot of time in shopping in big ba&aar. "robably customersmight even be spending more time in big ba&aar as it provides a verynice ambience and atmosphere for the people to shop in. 5ence those

persons who spend half an hour or less than half an hour in big ba&aar are those persons who just come to purchase limited products andcome only because of low pricing of products. "eople also spendmuch time in it but purchase very few goods.

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*. Mone/ 1pen- on -he hou1eho& pro u3-1 uring -he vi1i- -oig a4aar

MONE8 SPENT

66 -- %elow !s. :AA

77 -- !s.:AA-6AAA

6; -- !s.6AAA-6:AA

77 -- !s.6:AA-7AAA

7@ --above !s. 7AAA

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In-erpre-a-ion an ana&/1i1+B e can clearly see from this graph thatmajority of the customers spend a lot in big ba&aar that is 7@ of

people spend more than !s7AAA in a single visit to big ba&aar. 0?ualnumber of people that is 77 of people each spend !s 6AAA-6:AA and!s 6:AA-7AAA respectively in a visit to big ba&aar.6; of peoplespend !s :AA-6AAA and only 66 of customers are there who spendsless than !s:AA in their visit to big ba&aar. From this I interpret thatmost of the customers purchase goods in bulk which leads them tospend a lot. Kolume sales are high in big ba&aar. Customers tend to

purchase more goods from big ba&aar as it provides goods at adiscounted rate. "robably those persons who spend more in a visit to

big ba&aar are purchasing on a monthly basis. hose customers whoare spending very less money that is below !s :AA are mostly comingin just to move around big ba&aar and spend time. In the process theyused to spend money on food items and also purchase some productswhile roaming in it. /ore discounts shall be provided to people whodoes bulk purchase. his will encourage people to purchase more

products.

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-- 2+*1 )*+

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In-erpre-a-ion an ana&/1i1++ e can clearly see from thisgraph that majority of the customers are satisfied with the?uality of plastics in household section in big ba&aar i.e. :9are satisfied and they say that ?uality of plastics in big ba&aar isgood, whereas 7@ are not satisfied with the ?uality of the

plastics and 6> said that they don1t know about this .#ccording to my survey a great number of population are verymuch satisfied with the availability 8 accessibility of productsin %ig %a&aar. %ut there are some complaints regarding the?uality of "lastics In %ig %a&aar. Customers found most of theitems in "lastics were damaged8 told that they are not longlasting From the graph it is clear that most are satisfied but 7@are also there who are not very much satisfied with the productsso some more and more care should be taken of the ?ualities of

plastics and other appliances too.

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=. To 5no2 a ou- -he pur3ha1ing per3en-age o0 p&a1-i31 in -he !ig!a4aar.

P9%C ASE AGE O, PLASTICS

>7 -- "(!C5#$02 6> -- *0K0! "(!C5#$02

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In-erpre-a-ion an ana&/1i1 -according to my survey >7 purchasethe plastics form the big ba&aar but still there are who are notinterested in purchasing of plastics form the big ba&aar i.e. around6> never purchased plastics from here. #lso convenient shoppingand self-service attracts the customers.. %ut the purchasing of "lasticswas in bulk as they are cheaper than other items. $o purchasing

percentage of "lastics were more

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). Cu1-omer 1 0ee a35 a ou- -he ua&i-/ o0 app&ian3e1 in -hehou1eho& 1e3-ion.

APPLIANCES ?9ALIT8

9> -- 3++2 4 -- %#2

:> -- 2+*1 )*+

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In-erpre-a-ion an ana&/1i1 -#ccording to survey when asked for the?uality of appliances 9> said that ?uality is good and 4 were notsatisfied with the ?uality but there were more respondent who saidthat they don1t know about the appliances ?uality so it showed thatthey don1t have interest of taking the appliances from the big ba&aar .In the appliances section, the purchasing percentage of customers wasless than others, because the customers want to buy them from theexclusive shops like '3 8 all.

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;. To 5no2 2he-her -he pri3e1 o0 i-em1 in -he hou1eho& 1e3-ionare 3ompara-ive&/ &e11 -han -he mar5e- pri3e or no-.

P%ICE SATIS,ACTION

;9 -- !0#$+*#%'0 "!IC0$ 6; -- *+ !0#$+*#%'0

76 -- $#/0 #$ /#!)0 "!IC0

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In-erpre-a-ion an ana&/1i1+ when survey was done it was clearlyseen that most of the respondent were satisfied with the pricelevel. her were ;9 respondent who said that the price level isreasonable , 6; said it is not reasonable, but 76 were therespondent who said tha price level is just as the other market

price. here were a large percentage of customers who are highlysatisfied with the price level. hey feel reasonable prices in %ig%a&aar . %ut some people didn1t agree with the slogan $asta "rice1 in%ig%a&aar as they feel the prices are ?uite similar to that of themarket price. #swhat I have observed that middle class families arehighly satisfied with theprice level

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'(. To 5no2 a ou- -he avai&a i&i-/ 3apa i&i-ie1 o0 1a&e1per1on11-ran e a- -he hou1eho& 1e3-ion.

SALESPE%SON SE%VICES

:= -- 3++2

7@ -- #K0!#30

64 -- %#2

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In-erpre-a-ion an ana&/1i1+ from above data it clear that theavailability and capability of the sales persons are good that is most of the customers are satisfied with the availability and capability of sales

person i.e.:9 said it is good, 7@ said it is average, and 64 werenot satisfied with it.

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''. To 0in ou- 2he-her -he pro u3-1 are ea1i&/ a33e11i &e or no- in!ig !a4aar.

EAS8 ACCESSI!ILIT8

@; -- R0$ 4 -- *+

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In-erpre-a-ion an ana&/1i1 - when surveyed to see whether the products are easily available or not in big ba&aar it was seen@; said that products are easily available and 4 said that

products are not available. From above it is interpreted thatalmost respondent are satisfied with easily accessibility of

products.

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'7. To 3he35 2he-her i13oun-1 13heme1 a00e3-1 -he u/ingehavior o0 -he 3u1-omer1 in !ig !a4aar.

DISCO9NTS SC EMES

;7 -- R0$ 9> -- *+ *0C0$$#!R

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In-erpre-a-ion an ana&/1i1+. hen surveyed it was seen that;7 said that discounts offers attracts the buying behavior ofthe customers in big ba&aar. but there were 9> who don1t

believe that discounts offers attracts them. he offers anddiscounts also attract lot of customers to purchase items from%ig %a&aar rather than outside. #lso convenient shopping andself-service attracts the customers.

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':. To 5no2 a ou- -he mo1- pre0era &e ran 1 in p&a1-i31.

P%E,E%A!LE !%ANDS O, PLASTICS

7> -- /I' +* 6@ -- (""0! #!0

76 -- *I$$#* = -- "0#!'"0

66 -- C0''+

64 -- #*R + 50!

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In-erpre-a-ion an ana&/1i1 - when surveyed about the preferable brands of plastics it was noticed that 7> prefered the /ilton, 76 prefer *issan 6@ upperware, 66 cello, and 64 were those who prefer any other brands of plastics. From above , it is analysed that/ilton was the most preferable brands of plastics and *issan and

upperware was also somehow the most preferable brand in plastics.Customers are satisfied with the plastics present in household sectionsof big ba&aar.

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'$. The mo1- pre0era &e ran 1 o0 App&ian3e1 among 3u1-omer1.

P%E,E%A!LE !%ANDS O, APPLIANCES

74 -- '3 67 -- $(*F'#/0

= -- /#5#!#J#

9 -- $I*30!

76 -- "5I'I"$

4 -- !0/$+*

6A -- ($5#

> -- %I!'#

66 -- #*R + 50!

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In-erpre-a-ion an ana&/1i1+ when surveyed preferable brand ofappliances then it was seen that 74 prefer '3 and 76 prefer"hilips,67 sunflame, 6A usha, > birla, and then = maharaja,4 remson, and 9 singer and there were some of the respondent whousually prefer some other brands of appliances. From above it is

analysed that the most preferable brands of appliances is the '3 and"hilips and least preferable brands were maharaja, singer and remsonand some respondent use other brands of appliances .many of therespondents answer was that they usually prefer buying anyappliances from the 'g showrooms or any other branded showrooms .

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C APTE%+ $

,INDINGS O, %ESEA%C

%ECOMMENDATIONS

CONCL9SIONS

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,INDINGS O, %ESEA%C

6. I have observed that slogan attracts many number of customers andultimately affects on increase in number of footfalls in %ig %a&aar.

7. #ccording to my survey a great number of populations are verymuch satisfied with the availability 8 accessibility of products in %ig

%a&aar. 9. here are many complaints regarding the ?uality of "lastics 83arments In %ig %a&aar. Customers found most of the items in"lastics were damaged 8told that they are not long lasting.

4. here were a large percentage of customers who are highlysatisfied with the price level. hey feel reasonable prices in %ig

%a&aar.:. he offers and discounts also attract lot of customers to purchaseitems from %ig %a&aar rather than outside.

;. %ig ba&aar has positioned itself in the market as a discounted store .

=. Customers reali&ed that %ig %a&aar stores provide ?ualitative products service with reasonable price.

>.%ig %a&aar mainly deal with middle income group people who want?ualitative product with reasonable cost.

@. %ig ba&aar has a good reputation of itself in the market.

6A.%ig ba&aar is a hypermarket as it provides various kinds of goodslike apparels, grocery, stationary, food items, electronic items, leatheritems, watches, jewellery, crockery, decorative items, sport items,chocolates and many more.

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%ECOMMENDATIONS

6. In the household section some products consisting of %arcodeshowing the prices, were not displaying the discounted price on thelabel of the product. /eans discount deducted from the actual pricewere not shownB they were deducted later at the counter during

payment. It made a negative impact on the purchasing of the products by customers. $o staff members have to put the offered prices on the product itself, as customers may not see the discount board.

7. Chocolate counter should be displayed near the oy section so thatit can easily attract the attention of )ids.

9. he section containing curtain fabric should be removed from thehousehold section . It also occupies lot of shelf space in the section.

4. here should be some sitting arrangements in %ig ba&aar, as the old people 8 children get tired 8 wanted to sit somewhere.

:. he ?uality of 3arments 8 "lastics should be improved. /eanssome good brands should also maintained in big ba&aar.

;. It should be seen that customers are satisfied or not.

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CONCL9SION

#s the slogan of %ig %a&aar Isse $asta #ur #cha )ahin *ahinH, has been attracted most of the customers which directly affects on theincrease in number of footfalls of customers in %ig %a&aar. #s what Ihave observed that slogan attracts many number of customers andultimately affects on increase in number of footfalls in %ig %a&aar.

he offers and discounts also attract lot of customers to purchaseitems from %ig %a&aar rather than outside. #lso convenient shoppingand self-service attracts the customers. #ccording to my survey agreat number of populations are very much satisfied with theavailability 8 accessibility of products in %ig %a&aar. %ut there aremany complaints regarding the ?uality of "lastics 8 3arments In %ig%a&aar. Customers found most of the items in "lastics were damaged8told that they are not long lasting. %ut the purchasing of "lasticswas in bulk as they are cheaper than other items. $o purchasing

percentage of "lastics were more .In the appliances section, the purchasing percentage of customers was less than others, because thecustomers want to buy them from the exclusive shops like '3 8 all.

he number of appliances purchased from %ig %a&aar was less. herewere a large percentage of customers who are highly satisfied with the

price level. hey feel reasonable prices in %ig %a&aar as well as infood ba&aar. %ut some people didn1t agree with the slogan $asta

"rice1 in %ig %a&aar as they feel the prices are ?uite similar to that ofthe market price. #s what I have observed that middle class familiesare highly satisfied with the price level.

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C APTE% +*

LIMITATIONS O, ST9D8

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LIMITATION O, ST9D8

' . "eople in 'ucknow are very large in number. e used randomsample and convenient sample method. #ctual information couldn1t

be taken from these people because they were large in numbers.7. #s the sample si&e was only 6AA, so it cannot be a truerepresentative of the whole 'ucknow.

: . e had very less time to complete this study. o cover all the people it re?uires lot of time and money.

$. $ome people did not have interest in the ?uestionnaire, because of

less time. hey didn1t response well. $o it affected the results of thestudy.

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ANNE>9%E"S#

?9ESTIONNAI%E

6. From where did you know about %ig %a&aarUa# ,rien 1 %e&a-ive

#Prin- Me ia

3#Near -he p&a3e

#An/ O-her

. 7. 2id you like the layout display of the household sectionU

a#8e1

#No

I0 No 6 -hen2h/

9. 2id you find the product, which you came to buy hereU

a#8e1

#No

I0 No 6 -hen 2ha- 2a1 -hei-em

4. 5ow much time do you spend in a visit to %ig %a&aarU

a# Le11 -han ha&0 an hour

# a&0 an hour -o ' hour

3# ' hour -o ' Q hour1

# ' Q hour1 -o 7 hour1

e# More -han 7 hour1

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:. +n an average how much amount of money do you spend in a

household sections of %ig %a&aarU

a. !e&o2 *((

. *(( '(((

3. '((( '*((

. '*(( 7(((

e. More -han 7(((

;. #re you satisfied with the ?uality ofG - "lastic

3oods

a#8e1

#No

3#Don - Kno2

=. #re you satisfied with the ?uality of #ppliancesa#8e1

# No

3#Don - Kno2

). #re you satisfied with the ?uality of (tensils

a#8e1

#No

3#Don - Kno2

@.2o you feel that prices of items in household section arecomparatively less than the market priceU

a#8e1

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#No

3#Same a1 mar5e- pri3e

6A. hat do you feel about the service stranded of staff at thehousehold sectionU

a#Goo

#Average

3#!a

66. hich are your most preferred brand in plasticsUa#Mi&-on

#Ni11an

3#Tupper2are

#Ce&&o

e#An/ o-her

67. hich are your most preferred brand in appliancesU

a#Phi&ip1

#91ha

3#Lg#Sun0&ame

e#An/ o-her

69. 2o you find all the items easily accessible in the sectionU

a#8e1

#No

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I0 No 6 -hen2h/

64 . 2o you prefer to buy the products, which are underdiscounts schemesU

a#8e1

#No- ne3e11ar/

6:.$uggestionsG VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

*ameG VVVVVVVVVVVVVVVVVVVVVVV#ddressGVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVContact *o.GVVVVVVVVVVVVVVVVVVV

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!I!LIOG%AP 8

!OOKS

W )otler "hilip, marketing management, D"earson education,67 th editionE

W /alhotra ). *aresh, marketing research D#n applied orientationE,!esearch design, ( "rentice hall of India pvt. : th editionE

INTE%NET WE! PAGE

%igba&aar.co.in

+rgani&edretail.co.in

a study on buying behavior of customers towards the household sections in big bazaar of lucknow

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