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CUSTOMER PROFILING IN THECUSTOMER PROFILING IN THE

TARGETED AREAS OFTARGETED AREAS OF

BIG BAZAAR,BIG BAZAAR,

VISAKHAPATNAMVISAKHAPATNAM

Submitted by

R HEMANTH BABU

(1981063071)

Under the esteemed guidance of

Prof. T.SIDDAIAH


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INTRODUCTIONINTRODUCTION

Customer profiling is one of the most effective tools for determining

where and how to conduct your business. If you have a grasp on what type

of people are most likely to purchase your products or services, you can

seek out the location and the marketing plans that give you the best

opportunity to reach those people.

If you are trying to reach a large group of similar customers, you can

study their spending trends, lifestyles, and much more. You can no longer

simply choose a populous area in which to set up shop, and then hope to

compete.


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INDUSTRY PROFILEINDUSTRY PROFILE

Retailing is the set of activities that markets products or services to

final consumers for their own personal or household use. It does this by

organizing their availability on a relatively large scale and supplying them

to customers on a relatively small scale.The India Retail Industry is the largest among all the industries,

accounting for over10per cent of the country GDP and around 8per cent

of the employment. The Indian retail market is the fifth largest retail

destination all across the globe. In the entire Gross Domestic Product of

India, the share of retail trade was between8-10%

in 2007

, wherepresently it has touched around 12%, and in all probability will touch 22%

by the end of 2010.


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CONTD..CONTD..

Consumerism is on the rise with the rising trend of middle class

segment in the country. The Indian consumer (retail) market, in all

probability, will grow four times by 2025. The value of India's retail

market has touched US$ 511billion in 2008. India has escalated up to the

39th most preferred retail destination globally in 2009 (in 2008, they

ranked 44th).


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COMPANY PROFILECOMPANY PROFILE

Big Bazaar - Isse sasta aur accha kahin nahi

Big Bazaar is the flagship hypermarket retail chain, having 116

stores across 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.

The special discounts and promotional offers, which are available atregular 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.


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CONTDCONTD

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 surprisingly low prices. In recent years, Big

Bazaar has adopted value pricing in which they win loyal customers by

charging a fairly low price for a high quality offering.


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NEED FOR THE STUDYNEED FOR THE STUDY

The study is done to know the needs, wants and desires of the

customers and maintain relations with the customers. Retention of the

customer plays a major role for the withstanding of the business in the

market at long run.


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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY

To determine the customer profiling ofBig Bazaar.

To know the customer satisfaction towards products and services offered at

Big Bazaar.

To suggest action plan to increase customers flow ofBig Bazaar.


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RESEARCH METHODOLOGYRESEARCH METHODOLOGYSources of data

Primary sources: Primary data is collected from the customers of

Big Bazaar

Secondary sources: Secondary data is collected from companyrecords, literature, Internet

Research approach : Survey method

Research design : Descriptive research design

Research instrument : QuestionnaireContact method : Personal contact

Statistical Tool : Chi-square test

Analysis for : Bar diagram

representation


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CONTD..CONTD..

Sampling Plan:

Sampling unit : Customers

Sample size : 354

Sampling method : Convenience sampling method


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CUSTOMERS:CUSTOMERS: ACCORDING TO GENDERACCORDING TO GENDER

NO.OF

RESPONDENTS

PERCENT

Male 128 36%

Female 226 64%

TOTAL 354 100%


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CUSTOMERS :CUSTOMERS : ACCORDING TO AGEACCORDING TO AGE

NO.OF

RESPONDENTS

PERCENT

Below 18 3 1%

18 27 152 43%28 40 122 34%

41 60 74 21%

Above 60 3 1%

TO

TAL3

54100%


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CUSTOMERS:CUSTOMERS: ACCORDING TO OCCUPATIONACCORDING TO OCCUPATION

NO.OF

RESPONDENTS

PERCENT

Student 47 23%

House Wives

1735

0%

Employees 83 24%

Business Men 32 9%

Others 14 4%

TO

TAL3

54100%


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CUSTOMERS:CUSTOMERS: ACCORDING TO INCOMEACCORDING TO INCOME

NO.OF

RESPONDENTS

PERCENT

UnderRs.10000 48 14%

Rs.10000- Rs.20000 93 26%

Rs.20000 Rs.50000 171 48%

Rs.50000 Rs.70000 33 9%

Above 70000 9 3%

TOTAL 354 100%


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How often do you visit Big Bazaar?How often do you visit Big Bazaar?

NO.OF

RESPONDENTS

PERCENT

Daily 12 3%

Weekly 59 16%

Monthly 134 38%

Occasionally 149 42%

TOTAL 354 100%


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How is products availability?How is products availability?

NO.OF

RESPONDENTS

PERCENT

Very good 179 51%Good 98 28%

Average 65 18%

Poor 12 3%

TO

TAL354

100%


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You prefer Big Bazaar becauseYou prefer Big Bazaar because

NO.OF

RESPONDENTS

PERCENT

Offers 91 26%

Price discounts 85 24%

Quality 84 24.01%

Product range 94 27%

TOTAL 354 100%


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IS BIG BAZAAR ONEIS BIG BAZAAR ONE--STOP SHOP?STOP SHOP?

NO.OF

RESPONDENTS

PERCENT

YES 311 88%

NO 43 12%

TOTAL 354 100%


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CUSTOMER SATISFACTIONCUSTOMER SATISFACTION

NO.OF

RESPONDENTS

PERCENT

Highly satisfied 93 26%

Satisfied 171 48%

Undecided 9 2%

Dissatisfied 48 14%

Highly dissatisfied 33 9%

TOTAL 354 100%


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IMPACT OF AGE ON CUSTOMERIMPACT OF AGE ON CUSTOMER

SATISFACTIONSATISFACTION

Highly

satisfied

Satisfied Undecided Dissatisfie

d

Highly

dissatisfied

TOTAL

Below 18 20 6 0 0 0 26

18 27 74 36 18 8 0 136

28 40 46 27 19 8 4 104

4160 32 30 14 2 0 78

Above 60 7 2 1 0 0 10

TOTAL 179 101 52 18 4 354


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Null Hypothesis: (Ho )

Customer satisfaction is independent of age

groups.

Assuming the level of significance at 5%

Degrees of freedom = (r-1)(c-1)

= (5-1)(

5-1)

= 16


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S NO. OBSERVED

VALUE

(O)

EXPECTED

VALUE

(E)

(O-E)^2 ((O-E)^2) /E

1 20 13.14 47.06 3.58

2 74 68.76 27.45 0.4

3 46 52.58 43.3 0.82

4 32 39.44 55.35 1.4

5 7 5.05 3.8 0.756 6 7.41 2 0.27

7 36 38.8 7.84 0.2

8 27 29.67 7.13 0.24

9 30 22.25 60.06 2.7

10 2 2.85 0.72 0.25

11 0 3.82 14.6 3.8

12 18 19.97 3.89 0.2

13 19 15.27 13.91 0.91

14 14 11.46 6.45 0.56


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15 1 1.47 0.2 0.13

16 0 1.32 1.74 1.32

17 8 6.91 1.19 0.17

18 8 5.29 7.34 1.39

19 2 3.97 3.88 0.98

20 0 0.5 0.25 0.5

21 0 0.3 0.09 0.3

22 0 1.54 2.37 1.54

23 4 1.18 7.95 6.74

24 0 0.9 0.81 0.9

25 0 0.11 0.0121 0.11

30.16


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INFERENCE:INFERENCE:considering level of significance at 5%

Degrees of freedom = (r-1)(c-1)

= (5-1)(5-1)

= 16

At 5% level of significance and 16 as degrees of freedom, the critical value is

26.2962

As calculated value 30.16 is greater than critical value 26.2962 at 5% level

of significance, null hypothesis is rejected

Therefore, it is known that customer satisfaction is dependent of age

groups.


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FINDINGSFINDINGS It was found that, respondents at age below 18 years are one percent, 43%

of the respondents fall in range between18 years to 27 years, 34% of the

respondents fall in range between 28 years to 40 years, 21% of the

respondents fall in range between 41 years to 60 years and one percentage

of the respondents fall above 60 years.

It is revealed from the data that 3% of the respondents visit daily, 16% of

the respondents visit weekly, 38% of the respondents visit monthly and

42% of the respondents visit occasionally to the store.

It is evident from the data that 51% of the respondents responded that

availability of products is very good and 28% of the respondents

responded that availability of products is average and 18% of the

respondents responded average.


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CONTD..CONTD.. It was found that 26% of the respondents chose offers, 24% of the

respondents chose price discounts, 24.01% of the respondents chose

quality and 27% of the respondents chose the store due to wide range of

products.

It is revealed from the data that 88% of the respondents opted the store as

One Stop Shop.

It is evident from the data that 26% of the respondents are highly satisfied

and 48% of the respondents are satisfied towards the offers at the store.


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SUGGESTIONSSUGGESTIONS Big Bazaar have to improve its customer support services for increasing

the customer loyalty.

It should come up with more innovative packages, which satisfies all typesof customers.

It is recommended to improve its brand image with the help of aggressive

promotional efforts.

It is suggested to put much effort in building awareness and interest about

offers.

It have to maintain a good quality products and ensure wider availability

with moderate price.


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QUESTIONNAIREQUESTIONNAIREName: Gender: M / F

Age: (a) Below18 (b) 18-27 (c) 28-40 (d) 41-60 (e) Above 60

Occupation:

Address:

Contact me @

1. How often do you visit BIG BAZAAR?

(a) Daily (b) Weekly (c) Monthly (d) Occasionally

2. Specify your family size _____

3. How do you commute to the store?

(a) Two wheeler (b) Four wheeler (c) Auto (d) Bus


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CONTD..CONTD..

4. Monthly income

(a) UnderRs.10,000 (b) Rs.10,000 Rs. 20,000

(c) Rs.20,000 Rs. 50,000 (d) Rs. 50,000 Rs. 70,000

(e) Rs. 70,000 & above5. How much do you spend on shopping?

(a) UnderRs.2,000 (b) Rs.2001 Rs.4,500

(c) Rs.4,501 Rs.6,000 (d) Rs.6,001 Rs. 10,000

(e) Rs.10,001 & above

6. How do you usually pay for your purchases?

(a) Cash (b) Credit Card (c) Debit Card

7. Name the major festivals do you celebrate?

8. How is products availability?

(a) Very good (b) Good (c) Average (d) Poor


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CONTD..CONTD..

9. You preferBIG BAZAARbecause of

(a) Offers (b) Price discounts (c) Quality (d) Product range

10. Is BIG BAZAAR One Stop Shop for all your needs?

(a) YE

S (b)NO

11. How do you know about offers at BIG BAZAAR?

(a) Paper ads (b) TV (c) SMS (d) FM (e) Friends/Relatives

12. Is BIG BAZAARwell stocked?

(a) Strongly agree (b) Agree (c) Undecided (d) Disagree

(e) Strongly disagree

13. Overall, how satisfied are you with our product?

(a) Highly satisfied (b) Satisfied (c) Undecided (d) Dissatisfied

(e) Highly dissatisfied

14. Suggestions you would like to give to BIG BAZAAR?


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THANK YOU..

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