consumer on in big bazar

8/3/2019 Consumer on in Big Bazar

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Project Report on Consumer Satisfaction at Big Bazzar

T able of Contents

1. INTRODUCTION TO RETAIL INDUSTRY.2

2. PROFILE OF BIG BAZZAR..4

3. SAMPLING5

4. QUESTIONNAIRE

...6

5. FINDINGS AND SUGGESTIONS....41

6. RECCOMENDATIONS AND CONCLUSION49


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INTRODUCTION:

RETAIL INDUSTRY IN

INDIA

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

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

related products. Thought the market has been dominated by unorganized

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

change the scenario.

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

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

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

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

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

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

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


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

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

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

income growth, changing lifestyles, and favourable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$

175- 200 billion. India retail industry is one of the fastest growing industries

with revenue expected in 2008 to amount US$ 350 billion and is increasingat a rate of 5% yearly. A further increase of 7-8% is expected in the industry

of retail in India by growth in consumerism in urban areas, rising incomes,

and a steep rise in rural consumption. It has further been predicted that the

retailing industry in India will amount to US$ 21.5 billion by 2010 from the

current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in theconsumer buying behaviour and the whole format of shopping also altering.

Industry of retail in India which has become modern can be seen from the

fact that there are multi- stored malls, huge shopping centres, and sprawling

complexes which offer food, shopping, and entertainment all under the same

roof.

India retail industry is expanding itself most aggressively; as a result a great

demand for real estate is being created. Indian retailers preferred means of

expansion is to expand to other regions and to increase the number of their


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outlets in a city. It is expected that by 2010, India may have 600 new

shopping centres.

India retail industry is progressing well and for this to continue retailers as

well as the Indian government will have to make a combined effort.

P ROFILE OF BIG BAZZAR

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

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

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

prices that is what they guarantee. With the ever increasing array of private

labels, it has opened the doors into the world of fashion and general merchandise

including home furnishings, utensils, crockery, cutlery, sports goods and much

more at prices that will surprise you. And this is just the beginning. Big Bazaar

plans to add much more to complete the shopping experience. Food is the mainshopped for category in this store.

Parent Company :-

Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer

market.

LINES OF BUSINESS OF THE ABOVE STORE :-

E-tailing

Food


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Fashion

Home Solution General Merchandise

Leisure and Entertainment

Wellness and Beauty

Books and Music

Sampling :-

Sample Size 75 customers/consumers

Sample Unit Consumers in the age group 18 to 50 years

S cope and Uses :

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

Bangalore.

2. It will give information to prospective customers.

3. Help us gain independent knowledge about the consumer

perception of the outlets identified.


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4. The study can help the companies get additional research

information.

5. It facilitates evaluation of brand name and customer

satisfaction.

FORMAT OF THE QUESTIONNAIRE EMPLOYED :

Dear Customer,

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58

58-65

GENDER: Male Female


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1) How often do you shop?

Once a week Fortnightly Once a

month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer

others (specify) ____________________________________

3) What do you mostly shop for at the mentioned stores?

Clothing Accessories

Groceries

Others (specify) ____________________________________

4) Why do you prefer to shop in Big Bazzar at the above-

mentioned store?

5) Rank your preferences for shopping:

Proximity Quality


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Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping

decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

8) Indicate your satisfaction level based on the following

parameters for the following stores:

Retail Outlet

Unsatisfi

ed Satisfied

Highly

Satisfied

Not

Visited

Big Bazaar


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ANALYSIS AND INTERPRETATION :

The tools and methods of data collection identified earlier were

employed to gather data on the consumer perception on Big

Bazaar. The data accrued, especially from the interviews and

questionnaires circulated, are tabulated and depicted on graphs

in the following pages. The data thus gathered and tabulated is

analysed. The data is then scrutinized and relevant

interpretations are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors

3. CUSTOMER SATISFACTION RATIO,4. LEVEL OF SATISFACTION,

5. CAUSES OF DISATISFACTION,

6. CUSTOMER RESPONSES REGARDING SERVICES

The data collection plan, including procedures, instruments, and

forms, was designed and pre-tested to maximize accuracy. All

data collection activities were monitored to ensure adherence to

the data collection protocol and to prompt actions to minimize

and resolve missing and questionable data. Monitoring

procedures were instituted at the outset and maintained

throughout the study, since the faster irregularities can be

detected; the greater the likelihood that they can be resolved in a


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satisfactory manner and the sooner preventive measures can be

instituted.

Q. 1) Age of the respondents

Age TotalPercentag

e

18-28 37 49.33%

28-38 16 21.33%

38-48 8 10.67%

48-58 9 12.00%

58-65 5 6.67%

75 100%

Age

37

35

40


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Data Collected

The first criteria respondents were asked to indicate was the age

group they belonged to. Respondents were asked to choose

among five age group categories, viz., 18-28, 28-38, 38-48, 48-58

and 58-65 years. The age groups were identified as key factors

impacting shopping and purchase decisions of consumers.

Analysis

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

distribution of the population under study is evident. Of the 75

10.67%

12.00%


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respondents who answered the questionnaire, 37 indicated that

their ages fell in the category 18-28 years. This accounts for

49.33% of the respondents.

Of the 75 respondents who answered the questionnaire, only 5indicated that their ages fell in the category 58-65 years. This

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

It is evident from the responses and the subsequent tabulation

that, on an average, the respondents can be categorized in the

following descending order of age groups: 18-28, 28-38, 48-58,

38-48, and 58-65.

Interpretation :

Of the consumers approached, 75 people agreed to fill in the

questionnaire and this specific question. This question is aimed at

analyzing the distribution of ages of the population that visit the

stores under study. The age groups laid before the respondent

have been the result of observation and interview. By analysing

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


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companies, can identify the demographics of the population that

visit retail outlets.

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

It can be deduced that most of the consumers who visit retail

outlets regularly are the youth. They make up almost half of the

population who shop at retail stores.

The rest of the population who visit the retail outlets under study

can be listed in the following descending order of distribution

the working age group, the older age group, the middle age

group, and senior citizens.

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

stores. What is unexpected, however, is the fact that more people

who fall into the older age group visit the retail stores than those

who fall in the middle age group. Then again, this deduction

cannot be applied to the entire population of Bangalore. The

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

study.


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Q. 2) Gender of the respondents:

Gender TotalPercentag

e

Male 35 46.67%

Female 40 53.33%

75 100%


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Data Collected

35

4041

NoofRespondents

Gend

Female


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Consumers were asked to indicate their gender. The object of this

question is to understand the demographics of the population

under study.

Analysis


distribution of the consumers is evident. Of the 75 respondents

who answered the questionnaire, 40 were female. This accounts

for 53.33% of the respondents, almost half of the population

under study.

Of the 75 respondents who answered the questionnaire, the rest

35 were male. This accounts for 46.67% of the population under

study.

It is evident from the responses and the subsequent tabulationthat the number of female respondents was higher than that of

the male respondents in the population under study.

Interpretation



identifying the distribution between the two genders and how

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

responses to this question, I as ,a researcher, as well as


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companies, can identify the distribution in the number of men

and women who

visit the retail outlets and appropriate decisions can be made

keeping these numbers in mind.

The highest number of respondents were female, as is depicted

by the graph and chart presented above. The number of male

respondents was less compared to the female respondents.

Two deductions can be made from the above data collected:

one, more women visit retail outlets than men. Two, more

women are willing to fill out questionnaires and take a survey

than men.

This can help the companies and researchers in undertaking

future decisions and studies. Since more women can be inferred

to visit retail stores than men, companies can target their

offerings and marketing strategies in two areas. Retail outlets can

appeal to the women customers by offering more products

geared especially towards women. They can provide a shopping

experience that women are particularly attracted to.


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

appeal to the men rather than the women. Since, fewer men visit

retail stores as against women, the companies have a large base

of potential customers. By providing products that are geared

towards men and by providing a shopping experience that

attracts men, the retail chains can expand their customer base.


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Q. 3) How often do you shop?

Frequency TotalPercentag

e

Once a week 14 18.67%

Fortnightly 27 36.00%

Once a month 34 45.33%

75 100%


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14

35

40

No

ofRespondents

H


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Data Collected

Consumers approached were asked about their frequency in

visits to shops. The frequency points furnished were: Once a

week, Fortnightly, and Once a month. These frequency points

were identified by observation and interview as the average

times that consumers shop.

Analysis

From the table, bar graph and pie chart depicted above, thefrequency of shopping of the respondents is evident. Of the 75

respondents who answered the questionnaire, 34 indicated that

they shopped once a month. This accounts for 45.33% of the

respondents, who visit shops including retail stores once a month.

Of the 75 respondents who answered the questionnaire, 14

indicated that they shopped once a week. This accounts for


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18.67% of the respondents, who visit shops, malls or retail stores

once every week.


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

respondents can be listed in the following descending order:

Once a month, Fortnightly, and Once a week.

Interpretation



understanding how frequently consumers visit shops and buy

their products or avail of their services. The frequency points laid

before the respondent have been the result of observation andinterview. By analysing the responses to this question, I as a

,researcher, as well as companies, can identify the number of

times a customer is likely to shop in a months time.

The highest responses have been attributed to once a month

shopping. It can be deduced that consumers who shop only once

a month look to buy groceries and other essentials to last them amonth. Therefore, retail outlets have tough customers in those

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


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Moreover, such customers may not be open to experimenting

with new stores. Hence, to capture this market, retail outlets

must put in place strategies that attract them. Once they profess

a liking to a certain store, they turn out to be very loyal

customers.

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

different challenges to retail stores. Such customers can be

presumed to have a high disposable income and may buy morelifestyle or fashion products. Since they shop so frequently, they

must continually be entertained and attracted to make repeat

purchases at stores. When targeting this segment, companies

must be able to get new stock every week, and update their

marketing strategies continuously.

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

Details TotalPercentag

e

Clothing 33 44.00%

Accessories 12 16.00%

Groceries 25 33.33%

Others 3 4.00%

75 100%


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W h a t d

3335

on

dents


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Data Collected

Consumers approached were asked to indicate the types of

products they mostly shopped for at the stores they had selected

earlier. The types of products presented were Clothing,

Accessories, Groceries and others. These products were identified

by observation and interview as the most popular products that

consumers shop for frequently.

Analysis


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products frequently shopped for by consumers is evident. Of the

75 respondents who answered the questionnaire, 33 indicated

that they essentially shopped for clothing at the store they had

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

Of the 75 respondents who answered the questionnaire, only 3

indicated other products they frequently shop for at the stores

indicated earlier. This accounts for 4.00% of the respondents,who gave importance to products such as home furnishings,

books, and kitchen appliances.


that consumers, on an average, frequently shop for products in

the following descending order: Clothing, Groceries, Accessories,

and Others.

Interpretation




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identifying the products consumers shop for frequently at retail

outlets. The product categories laid before the respondent are

the result of observation and interview. By analysing the

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

companies, can identify the main attractions of products and

services offered.

The high number of responses indicate that a large number of

consumers visit retail outlets for clothes/dresses/apparel.Accoutrement is the hottest selling item that any retail outlet can

provide. One-third of the respondents indicated that the visit

retail outlets to purchase groceries.

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

important result. Clothing is the fastest moving consumer good.

Retail outlets that provide apparel can see a higher rate ofturnover and sales volume.

However, the above results cannot be assumed to be

representative of the entire population of Bangalore city. The

sample size consists of only 75 respondents, who were

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


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Q. 5) Why do you choose Big Bazzar ?

Factors TotalPercentag

e

Quality 20 26.67%

Fashion 5 6.67%

Affordability 10 13.33%

Variety 4 5.33%All under one roof 10 13.33%

Brand name 11 14.67%

Service 4 5.33%

Store atmosphere 3 4.00%

Loyalty 5 6.67%

Proximity 3 4.00%

75 100%


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Data Collected

Consumers approached were asked an open-ended question to

indicate the reasons they select a particular store to shop at as

Why do you shop at the above store?

4

20

5

10

4

10 11

3 5 3

0

5

10

1520

25

Quality

Fashion

Affo

rdabilit

y

Variety

Allu

nder

one

roof

Bran

dna

me

Service

Storeatmos

phere

Loyalty

Proximity

Factors

NoofRespond

ents

Why do you shop at the above store?

Fashion, 6.67%

Affordability,

13.33%Variety, 5.33%All under one

roof, 13.33%

Brand name,

14.67%

Quality, 26.67%

Service, 5.33%

Loyalty, 6.67% Proximity, 4.00%Store

atmosphere,

4.00%


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against any other retail outlet. Their responses were recorded

and a broad idea of the factors that influence shopping and

buying decisions was formed.

Analysis

The responses of the interviewees and consumers have been

broadly categorised into 10 factors that they find impact their

shopping decision and result in their choosing one store over

another.


influencing factors are evident. The reasons include: Quality,

Fashion, Affordability, Variety, All products under one roof, Brand

name, Service, Store atmosphere, Loyalty, and Proximity.

Of the 75 respondents who answered the questionnaire, 20replied that quality of the products is generally the main reason

they choose to shop at specific stores. This accounts for 26.67%

of the respondents, who replied saying quality was the reason

why they shopped at the store indicated earlier.


answered that store atmosphere contributed to their shoppingdecision, while another 3 replied that proximity of the store


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played a big role. This accounts for 4.00% of the respondents, in

each case.

Interpretation



getting direct customer feedback as to the factors that influence

their shopping decision. By analysing the responses to this

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

the biggest factors that influence the consumers in favouring one

store over others, direct from the horses mouth.

If set in descending order of influence as indicated by the

consumers, the factors can be listed as: Quality, Brand name,Affordability, All products under one roof, Fashion, Loyalty,

Service, Variety, Proximity, and Store atmosphere.

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

customers give value to a great many number of factors when

deciding which store to shop at. It would be prudent on the part

of the company to identify their strong and weak areas, whichattract or drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:


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Details Total Percentage

Quality 23 30.67%

Brand 11 14.67%

Price 16 21.33%

Store layout 6 8.00%

Proximity 5 6.67%One-stop shop 14 18.66%

75 100%


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Data Collected

Consumers approached were asked to rank their preferences on

a scale of 1 to 6 of their preferences when choosing to shop at

particular stores. The preference points placed before them were

Quality, Brand, Price, Store Layout, Proximity, One-stopshop. These preference points were identified by observation

and interview as the most popular reasons that beget the

Price, 21.33%

Store layout,

8.00%

Proximity,

6.67%

One-stop shop,

18.66%


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attraction of consumers and act as inducements to shop at

particular stores.

Analysis


preference points of consumers is evident.

Of the 75 respondents who answered the questionnaire, 23 give

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

This accounts for 30.67% of the respondents, who gave rank #1

to Quality.


gave first importance to proximity of the store when choosing

where to shop at. This accounts for 6.67% of the respondents,

who gave rank #1 to Proximity.


that consumers, on an average, rank the preference points in the

following descending order of attraction: Quality, Price, and One-

stop shop, Brand, Store Layout, and Proximity.

Interpretation




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Yes 33 44.00%

No 42 56.00%

75 100%

Data Collected

Do advertisement and promotion influence your shopping

decision?

Yes

44.00%No

56.00%


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Consumers approached were asked if advertisements and

promotional activities influence their shopping decisions. This

question was answered by 75 consumers. Advertisements refer

to those that appear in any/all types of media. Promotional

activities refer to sales, coupons, gifts, free products etc.

Analysis


influence of advertisements and promotions on the psyche of

consumers is evident. Of the 75 respondents who answered the

questionnaire, 42 replied that advertisements have little or no

effect when deciding where to shop at. This accounts for 56.00%

of the respondents, who indicated the choice No.


replied that advertisements and promotional activities do affect

their decision when favouring one store over others. This

accounts for 44.00% of the respondents, who indicated the

choice Yes.

Interpretation

Of the consumers approached, 75 people agreed to fill in thequestionnaire and this specific question. This question is aimed at

understanding the effect of advertisements and promotional


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

analyze how far advertisements, promotions and other marketing

strategies have an impact on the shopping and buying behaviour

of consumers. By analysing the responses to this question, I as a ,

the researcher, as well as companies, can identify the effect of

advertising and marketing campaigns on the consumers minds

and how far advertisements translate into sales.

From the tabulated data depicted above and responses of the

consumers, it is evident that a slightly higher number of

respondents do not give much importance to advertisements and

promotional activities. The number of respondents who indicated

that advertisements and promotional activities do have an impact

on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the

advertisements and promotional campaigns, a slightly higher

percentage of consumers are not swayed by the marketing

strategies instituted by the companies.

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

activities have no bearing on the minds of the consumers at all.


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The responses only indicate that advertisements serve to keep

the brand in retention although they do not guarantee sales. The

products sold at the stores have the biggest impact on attracting

and retaining customers.

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

effective?

Details TotalPercentag

e

Print 28 37.33%

TV 40 53.33%

Radio 7 9.34%

75 100%


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Data Collected

Consumers approached were asked which form of advertisement

they thought was most effective. This question was answered by

75 consumers. The methods of advertising were restricted to

three Television, Print and Radio. The options laid before the

respondents were the result of observation and interview as

being the most popular which the consumers identify as means ofadvertising.

Analysis

Which form of advertisement do you think is most effective?

TV

53.33%Print

37.33%

Radio

9.34%


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effectiveness of the various modes of advertising on the psyche

of consumers is evident. Of the 75 respondents who answered

the questionnaire, 40 indicated that the television is the most

effective means of advertising for a store. This accounts for

53.33% of the respondents, who indicated the choice TV.


indicated that the radio is an effective means in advertising to

the consumers. This accounts for 9.34% of the respondents, who

indicated the choice Radio.

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

the minds of the consumers, the effectiveness of the three kinds

of media are classified as follows (in the descending order):

Television, Print, and Radio.

Interpretation



understanding the effectiveness of the three means ofadvertising. The object is also to analyze how far advertisements


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broadcast through these media percolate into the minds of the

consumers.

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

as well as companies, can identify the effectiveness of

advertisements through the media identified. This helps to

understand which media is more influential and attracts more

sales.


consumers, it is evident that the majority of the respondents feel

that television advertising is the most effective means of

advertising. This is indicative in spite of large number of

commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements.

This is indicative of the fact that most of the public ignore radio

advertisements or else that radio advertising does not translate

into sales.

Thus, it can be surmised that when advertising, more effective

media to reach the consumer and persuade them to buy are the

television and print media, more so than radio advertising.


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

parameters for the Big Bazzar:

Store

Unsatisfied

Satisfied HighlySatisfied

NeverVisited

Total

Tot

al%

Tot

al%

Tot

al%

Tot

al%

Tot

al

%

Big

Bazz

ar

2026.67

%43

57.33

%10

13.33

%2

2.67

%75

100

%

Satisfaction levelSatis


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Data Collected

Consumers approached were asked about their satisfaction with

the three stores covered in this study. This question was

answered by 75 consumers.

The satisfaction scale comprised of four ranks Unsatisfied,

Satisfied, Highly Satisfied and Never Visited.

Analysis

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

satisfaction levels with the above 75 respondents who answered

the questionnaire, 43 indicated a satisfactory response towards

Big Bazaar, and 2 had not visited the store.

Interpretation

Of the consumers approached, 75 people agreed to fill in thequestionnaire and this specific question. This question is aimed at

understanding the satisfaction levels of the consumers under


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study Big Bazzar. The object is also to analyze how far the

marketing strategies, brand image, advertisements, layout,

quality etc., contribute towards consumer perception and

satisfaction.

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

as well as companies, can identify the effectiveness of

advertisements, location, brand, price, promotion, product variety

etc., on the target consumers. This helps to understand thecurrent consumer perception about Big Bazzar and the

corresponding satisfaction levels.


consumers, it is evident that a good number of target consumers

are satisfied with the stores at large. However, there are those

who are unsatisfied or who have never visited the store at all.Such consumers form the potential market that the companies

must strive to attract.

There are also quite a few respondents who were highly satisfied

with the retail chains. It is imperative for the stores to find out

why this is so. They can modify and apply the same attractions

towards the consumers who are less satisfied.


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The above table and graph give a worms eye-view of the

consumer perception about Big Bazzar. This can help the

marketers understand how effective their strategies have been.

Analysis

From the pie chart depicted above, satisfaction levels with Big

Bazaar are evident. Of the 75 consumers who answered this

question, 57.33% indicate that they are satisfied with Big Bazaar.

Of the 75 respondents, who indicated their satisfaction levels

with Big Bazaar, 26.67% indicated that they are unsatisfied with

Big Bazaar. Of the total number of respondents, 13.33% indicated

that they were highly satisfied with Big Bazaar. And 2.67%

indicated that they had not visited the store up to the date offilling in this questionnaire.

Interpretation :

Of the consumers approached, 75 agreed to fill in the

questionnaire and answer the above question. The aim of this


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question is to understand the level of satisfaction that consumers

feel with regards to the retail chain Big Bazaar.

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

than half of the respondents indicated that they are satisfied with

Big Bazaar, while almost one-eighth indicated that they are highly

satisfied with the store. However, almost one-fourth of the

number of respondents indicated that they were unsatisfied with

Big Bazaar.

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

goodwill from the consumers, there are still some things that they

are not doing right. Big Bazaar must identify exactly what the

problem areas are and must address them quickly and swiftly.

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

fall into the category of potential customers. Big Bazaar must

take effective steps to attract these consumers.


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FINDINGS AND SUGGESTIONS

In the surveys, interviews and study conducted above, I came

across many factors that influence the consumers perception of

a store and their subsequent shopping and buying decisions.

Here, I present the findings gathered and the suggestions we

offer to companies based on the data gathered and analyzed.

Respondents were asked to choose among five age group

categories, viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The

age groups were identified as key factors impacting shopping and

purchase decisions of consumers. By analysing the responses to

this question, I as, a researcher, as well as companies, canidentify the demographics of the population that visit retail

outlets.


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

It can be deduced that most of the consumers who visit retail

outlets regularly are the youth. The rest of the population who

visit the retail outlets under study can be listed in the following

descending order of distribution the working age group, the

older age group, the middle age group, and senior citizens.

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

stores. What is unexpected, however, is the fact that more peoplewho fall into the older age group visit the retail stores than those

who fall in the middle age group. Then again, this deduction cannot be

applied to the entire population of Bangalore. The disparity can be attributed to the

small size of the sample under study.

Consumers were also asked to indicate theirgender. The object of this question is

to understand the demographics of the population under study. By analysing theresponses to this question, we, the researchers, as well as companies, can identify

the distribution in the number of men and women who visit the retail outlets and

appropriate decisions can be made keeping these numbers in mind.

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

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

female respondents.


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

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

questionnaires and take a survey than men.

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

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

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

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

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

are particularly attracted to.

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

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

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

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

retail chains can expand their customer base.

Consumers approached were asked about theirfrequency in visits to shops. The

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

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

can identify the number of times a customer is likely to shop in a months time.

The highest responses have been attributed to once a month shopping. It can bededuced that consumers who shop only once a month look to buy groceries and

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


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

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

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

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

customers.

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

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

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

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

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

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

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

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

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

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

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

The highest number of responses has been attributed to Big Bazaar. Big Bazaar

attracts people of many income groups, and offers products that appeal to a wide

array of consumers.

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

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


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

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

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

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

group.

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

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

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

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

volume of repeat sales.

Consumers approached were asked to indicate the typesof products they mostly

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

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

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

attractions of products and services offered.

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

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

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

visit retail outlets to purchase groceries.

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

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

can see a higher rate of turnover and sales volume.


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

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

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

Consumers approached were asked an open-ended question to indicate the reasons

they select a particular store to shop at as against any other retail outlet.

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

companies, can identify the biggest factors that influence the consumers in

favouring one store over others, direct from the horses mouth.

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

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

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

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

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

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

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

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

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

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

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

as well as companies, can identify the biggest factors that influence the consumersin favouring one store over others.


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

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

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

decision based on the quality of the products on offer.

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

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

Proximity.

Although it is said that the most important things in retail are Location, location,and location, from the consumers point of view, proximity is of little concern.

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

process.

Consumers approached were asked if advertisements and promotional activities

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

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

and marketing campaigns on the consumers minds and how far advertisements

translate into sales.

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

evident that a slightly higher number of respondents do not give much importance

to advertisements and promotional activities. The number of respondents who

indicated that advertisements and promotional activities do have an impact on their

shopping decisions was slightly lesser.


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This indicates that although most consumers are aware of the advertisements and

promotional campaigns, a slightly higher percentage of consumers are not swayed

by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities have no

bearing on the minds of the consumers at all. The responses only indicate that

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

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

retaining customers.

Consumers approached were asked which form of advertisement they thought was

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

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

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

media identified.


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

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

commercials that the public is bombarded with.

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

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

advertising does not translate into sales.


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

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

than radio advertising.

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

The satisfaction scale of Big Bazzar comprised of four ranks Unsatisfied,

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

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

contribute towards consumer perception and satisfaction.

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

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

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

the current consumer perception of the three stores identified and the

corresponding satisfaction levels.


evident that a good number of target consumers are satisfied with the stores at

large. However, there are those who are unsatisfied or who have never visited the

store at all. Such consumers form the potential market that the companies must

strive to attract.

There are also quite a few respondents who were highly satisfied with the retailchains. It is imperative for the stores to find out why this is so. They can modify

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


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The above table and graph give a worms eye-view of the consumer perception of

the three stores. This can help the marketers understand how effective their

strategies have been.

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

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

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

they were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill fromthe consumers, there are still some things that they are not doing right. Big Bazaar

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

and swiftly.

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

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

these consumers.

RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR

Pros :

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

different prices and different qualities satisfying most of its

customers.


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

types of products for different income customers is another

advantage.

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

one of the main attractions and reasons for its popularity.

The price ranges and the products offered are very

satisfying to the customers.

4. Location: The location of Big Bazaar has been mainly in the

heart of the city or in the out skirts giving a chance to both

the City and the people living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure

like M S Dhoni and other famous personalities which hasattracted a lot of customers. This has resulted in increase of

sale and the outdoor advertising techniques have also

helped Big Bazaar.

6. Middle class appeal: Considering the fact that there are a lot

middle class families in India, Big bazaar has had a huge

impact on the middle class section of India, the prices,

quality and sales strategy has helped in getting the middle

income groups getting attracted towards Big Bazaar.


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7. Attractive sales: Big bazaar has been known for its great sale

and great offers. Big bazaar has had long lines of people

waiting to get into the store for the sale. Therefore, the sales

that Big Bazaar has had has increased sales in a huge way

due to the sales and offers, thus this has been one of the

main advantages of Big Bazaar.

Disadvantages :

1. Store layout: The store layout and the assortment of goods isnot the best at Big Bazaar, as the quantity of goods sold is

more the arrangement and assortment of goods in the store

is the greatest. Hence at times customers find it hard to find

what they require, this leads to dissatisfaction of customers.

2. Lower quality of goods: As Big bazaar aims more toward the

middle income group, the quality of goods is not of the

highest quality, and this is sometimes a disadvantage as

some would prefer better quality to the price, making

customers to search for different places.

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

customers are middle income and a few high income

groups, The elite do not like to shop at Big Bazaar as the

quality of goods is lower and they would prefer a higher

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

elite class


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4. Not acclaimed for very good service: Big Bazaar is not known for

high class service. The staff recruited is not very well trained

and the billing queues take a long time to move, this

irritates customers which makes them visit the store more

seldom

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

the middle income group the type of products used is not of

the most superior quality and most of the times nor

branded, this may dissatisfy certain customers

6. Consumer satisfaction: Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned

above Big Bazaar shoppers are not always satisfied, this is

not a positive for the store.

consumer on in big bazar

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