Consumer Perception for FMCG Products in

Varanasi District: A Case Study of Big Bazaar

(Hypermarket)

By

DEEPIKA SRIVASTAVA

Project Report SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF

Master of

Agribusiness Management

UNDER THE SUPERVISION OF SUBMITTED BY

Dr. O. P. Singh Deepika Srivastava

DEPARTMENT OF AGRICULTURAL ECONOMICS

INSTITUTE OF AGRICULTURAL SCIENCES

BANARAS HINDU UNIVERSITY

VARANASI-221005

ID. NO. ABM-14219 2016 Enrolment No. 364484

Dedicated

To

My Revered Parents

Ref. No. ……………. Date: ………….

CERTIFICATE

To,

The Registrar (Academic)

Banaras Hindu University,

Varanasi – 221005(INDIA)

Through: The Head, Department of Agricultural Economics, Institute of Agricultural

Sciences, BHU, Varanasi – 221005. INDIA.

Dear Sir,

This is to certify that the project report entitled “Consumer Perception for FMCG

Products in Varanasi District: A Case Study of Big Bazaar (Hypermarket)”

submitted in partial fulfillment of the requirements for the degree of MASTER OF AGRI-

BUSINESS MANAGEMENT, in the Department of Agricultural Economics, Institute of

Agricultural Sciences, Banaras Hindu University, is a record of bona fide research carried

out by DEEPIKA SRIVASTAVA ID. NO. ABM-14219, under my supervision and no part

of the Project report has been submitted for any other degree or diploma.

The assistance and help received during the course of this investigation and sources

of literature have been duly acknowledged.

Thanking You.

Forwarded by: Yours faithfully,

(Coordinator) (Head)

Dr. O. P. Singh Assistant Professor

Department of Agricultural

Economics

Institute of Agricultural Sciences

Banaras Hindu University

Varanasi – 221005

INDIA.

(O. P. Singh) Chairman of Advisory

Committee

Consumer Perception for FMCG Products in

Varanasi District: A Case Study of Big Bazaar

(Hypermarket)

By

DEEPIKA SRIVASTAVA

Project Report SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF

Master of Agribusiness Management

DEPARTMENT OF AGRICULTURAL ECONOMICS

INSTITUTE OF AGRICULTURAL SCIENCES

BANARAS HINDU UNIVERSITY

VARANASI-221005

ID. NO. ABM-14219 June-2016 Enrolment No. 364484

PROJECTREPORT APPROVED BY ADVISORY COMMITTEE:

Chairman : Dr. O. P. Singh

Assistant Professor

Department of Agricultural Economics

Institute of Agricultural Sciences, B.H.U., Varanasi. ………

Member : Prof. H. P. Singh

Professor & Head

Department of Agricultural Economics

Institute of Agricultural Sciences, B.H.U., Varanasi. ……....

Member : Dr. B. Jirli

Associate Professor

Department of Extension Education

Institute of Agricultural Sciences, B.H.U.,Varanasi. ………

External Examiner :

ACKNOWLEDGEMENTS

At the outset, being the student of this great institution. I bow my head with in great

reverence to the lotus of Mahamana Pandit Madan Mohan Malaviya Ji, the founder of the

Banaras Hindu University whose everlasting desire was to serve the mankind.

I bow my head in great reverence to the omnipotent and omnipresent almighty, for his

kindness and true love towards me and to every creature resending on this wonderful planet.

I consider it to be a rare opportunity and sublime privilege to express my profound sense

of gratitude and reverence to Dr. O. P. Singh, Assistant Professor, Department of Agricultural

Economics and Chairman of my Advisory Committee for his meticulous guidance, indelible

inspiration, persistent encouragement, ingenious suggestions, mellifluous nature and

indefatigable attitude. I will ever cherish the fatherly affection that he bestowed upon me

throughout my tenure as a student under him which helped me to cope with many a trying

situation.

I am immensely thankful and indebted to Dr. Rakesh Singh, Professor and

Coordinator, Master of Agribusiness Management programmed, Department of Agricultural

Economics for his cooperation throughout my study period. I immensely would like to give

him thanks.

I am immensely thankful and indebted to my advisory committee members Dr. H. P.

Singh, Professor & Head Department of Agricultural Economics and Dr. B. Jirli Associate

Professor, Department of Extension Education for their unstinted attention, prudent

suggestions and arduous guidance during course of their investigation and preparation of

manuscript

I deem it my privilege in expressing my fidelity to Dr. Chandra Sen, Professor, Dr. P.

Badal Professor, Dr. V. Kamalvanshi, Assistant Professor, Dr. P. K. Singh, Assistant

Professor and Mr. Neeraj Singh Assistant Professors (MABM), Department of Agricultural

Economics for their diligent guidance, erudite suggestions, timely help, constructive criticism,

constant and continuous encouragement during the course of investigation.

I am failing short of words in expressing sincere and heartfelt tributes to all the non-

teaching staff members of the Department of Agricultural Economics for their various supports

during my course of study at BHU.

All the words in lexicon will be futile meaningless if, I fail to express my gratitude

towards my parents, S. K. Srivastava and Asha Srivastava for their blessings, sacrifice,

affection, moral support and lots of care throughout my life. I express my indebtedness and

most heartily devotion to them who set the foundation and were always with me during my ups

and downs.

It is indeed a great pleasure to acknowledge the love and cooperation by my dear batch

mates and friends Ayush, Manish, Shubhendra and Akanksha for their caring eyes and

helping hands and making the study periods very much memorable. I also convey my whole-

hearted thanks to my juniors for their sustained cooperation. Every beginning has an end to it

but still I believe friends can scatter, friendship cannot. So the time spend in B.H.U. will always

remain engraved in my mind and soul.

Last but not least, I bow my head before the feet of almighty “Baba Vishwanath” Bajrang

Bali and Sarashwati Maa seeking their blessings to accomplish the daunting task ahead in my

life.

Date: ……/…../………

Place: B.H.U. Varanasi

(DEEPIKA SRIVASTAVA) I.D. No. 14219

Enrollment No. 364484 Master of Agribusiness Management

Department of Agricultural Economics,

Institute of Agricultural Sciences,

Banaras Hindu University,

Varanasi-221005

CONTENTS

Chapter Particular Page No.

Chapter I : Introduction 01 - 05

Chapter II : Review of literature 06- 08

Chapter III : Research Methodology 09 - 10

Chapter IV : Profile of Big Bazaar 11 - 15

Chapter V : Outcome of Survey 16 - 28

Chapter VI : Findings and Suggestions 29- 30

Bibliography I

Appendix I -III

LIST OF TABLES

Table No. Title of the tables Page No.

Table 5.1 Frequency to visit to big baazar 16

Table 5.2

Frequency to visit other hypermarket

18

Table 5.3 products mostly purchase in Big Bazaar

19

Table 5.4 major reason for shopping at Big Bazar 20

Table 5.5

Products mostly preferred

21

Table 5.6

price offered at Big Bazar is economical

22

Table 5..7

Quality of products at Big Bazar

23

Table 5..8

variety of products available at Big Bazaar

24

Table 5..9

Service offered at Big Bazar

25

Table 5.10

services of the sales personnel in Big Bazaar 26

Table: 5.11

parking facility available at Big bazar

27

Table 5.12

: overall shopping experience at Big bazar

28

ABSTRACT

India’s retail Sector is wearing new clothes and is the fastest growing sector in the Indian

economy. Big Bazaar is a part of Future group, owned by Mr. Kishore Biyani, a chain of

hypermarket in India, designed as an agglomeration of bazaars with clusters offering a wide

range of merchandise.

Now a day’s customers play an important role in the field of decision making. Emotions have

determined a shopping behavior more then he or she needs or wants due to greed customer. In

this context the study also try to throw light on customer’s perception and expectations in

different ways towards Big Bazaar.

The purchase patterns of consumers related to food items has seen a major shift in developing

economies like India. This can be specifically attributed to the increase in disposable incomes,

access to global information, urbanization, education and health awareness which led to

increase in standard of living of people in India.

My study is based on a survey done on customers of a hypermarket named big bazaar. Big

bazaar is a new type of market. It is a type of market where various kinds of products are

available under one roof. My study is on determining the customer’s buying behavior of

customer’s in big bazaar and the satisfaction level of customers in big bazaar. My study will

find out the current status of big bazaar and determine where it stands in the current market.

Some of the suggestions provided by the respondents for improvement include increasing the

efficiency of the billing system in weekends and during festive seasons, proper arrangement of

the products, reducing too much crowd during festive seasons and improvement in parking

facility. Based on the findings the conclusion was that the overall perception of the customers

towards the store is good.

The overall perception was good but there is still scope of improvement, which are the

recommendations given for the study include priority given on the basis of quantity of purchase

in the queue to complete the billing formalities, proper trimming or arrange to complete the

billing formalities, proper trimming or arrangement of the products, making aware and

attractive, attracting the customers by conveying the benefits of visiting the store during off

season, improving the ambience and making sales personnel interaction more effective some

of the recommendations given for the study.

1

Chapter - I

INTRODUCTION

The Indian retail industry is the fifth largest in the world, comprising of organized and

unorganized sectors. Indian retail industry is one of the fastest growing industries in India, especially

over the last few years. Though initially, the retail industry in India was mostly unorganized, however

with the change of tastes and preferences of the consumers, the industry is getting more popular these

days and getting organized as well. With growing market demand, the industry is expected to grow at

a pace of 25-30 per cent annually. The India retail industry is expected to grow from Rs. 35,000 crore

in 2004-05 to Rs. 109,000 crore by the year 2010.

Retailing in India is thoroughly unorganized. There is no supply chain management perspective.

According to a survey by AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail

market is unorganized. In fact, only a Rs. 20,000 crore segment of the market is organized. A study by

McKinsey points out that India's market for consumer goods can reach a $450 billion by 2011 - making

it one of the five largest in the world. Further, KPMG in a recent report found that India represents an

economic opportunity on a massive scale, both as a global base and a domestic market. The report,

however, finds that the next leap in the growth of the consumer market will be spearheaded by the

changing dynamics of the retail sector. "Companies expect that the next cycle of change in Indian

consumer markets will be the arrival of foreign players in consumer retailing. Although FDI remains

highly restricted in retailing, most companies believe that will not be for long," says Deepankar

Sanwalka, Executive Director and Head – Consumer Markets, KPMG India

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail

market in India will grow from $ 394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG finds

that the organized retail sector in India is expected to grow at a higher rate than GDP growth in the next

five years, driven by changing lifestyles, high income growth and favorable demographic patterns.

According to EIU, India currently has more than five million retails outlets, out of which 96 per cent

are smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is developing

rapidly with malls becoming increasingly common in large cities, and development plans being

projected at 150 new shopping malls by 2008.

The Indian consumer could well be crowned king with all economic indicators in the right

place. Queuing up for the coronation ceremony are a multitude of global companies that are looking at

India as the next consumer market powerhouse and it seems to be the retail sector that will give the desi

consumer royal status. Retailing is the final step in the distribution of merchandise, the last link in

supply chain – connecting the bulk procedures of commodities to the final consumers.

1.1 Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s and

Piramal’s has set up stores/malls and built businesses within retail. These include the Rs 1.9 billion

Food World - a leading supermarket chain set up by RPG; the Raheja’s Rs 1.8 billion Shopper’s Stop -

a multi-brand departmental outlet and the Crossroads Mall set up by the Piramal’s. While many of these

initiatives were initially driven by the need to use existing real estate, they are beginning to assume the

contours of a serious business today. Fuel retailers, notably BPCL and HPCL are also expanding their

Introduction

2

presence from fuel retail to grocery and convenience stores. Suitability of location, optimal utilization

of real estate, diversifying business to reduce reliance on the commodity nature of fuel retail business

and improve margins are the key factors that has lead fuel majors to enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful of

them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40year old Chennai based chain selling

consumer durables and Narula’s - the food chain in North India. Interestingly, manufacturers are also

looking for forward integration and are building chains around brands. Brands in apparel, footwear and

durables have driven the growth of specialty chains and upgraded existing multi-brand outlet.

1.2 Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of small,

independent, owner-managed shops, it happens to be the country's second largest employer after

agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of an

increase in the disposable incomes of middle and upper-middle class households.

More and more corporate houses, including large real estate companies, are now entering the

retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid

growth in the number of specialty malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.

Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and

Pantaloons have taken the lead in organised retailing.

1.3 Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only around two per cent

of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade.

Four product categories have led the organized retailing wave: foods, apparel, lifestyle products,

consumer durables and electronics. In recent times, several theme malls such as Gold Souk (jewellery

malls), Wedding Mall, Electronic Mall, Auto Mall, etc. catering to specific needs and occasions have

been completed or announced. Many top developers are now toying with the idea of developing

specialty malls. Specialty malls are already a success in the West, whereas the concept is in its infancy

in India. One could venture so far as to say specialty and theme based retailing will drive the growth of

organized retailing in India.

1.4 Organized retailing

Organized retailing got a leg up during 2004 with the opening of new format stores, rapid

growth of existing players, start-up of new-generation shopping malls, the Government's intention of

allowing a certain level of foreign direct investment in retail and the formation of a retailers' association.

With consumer sentiment positive during most of 2004, it led to substantial spending across a number

of categories such as consumer durables, clothing and lifestyle, automobiles and telecom products. At

the beginning of this decade, organized retailing accounted for a mere $2.9 billion in India. This is only

1.25 per cent of the estimated total retail market. This share has already grown to 2 per cent. Growth

projections for retail business vary widely. Some studies estimate that by 2007, the share of organized

Introduction

3

retail in the retail pie will jump three times to reach 5-6 per-cent Retail in India largest industry

accounting for over 10% of the country GDP and around 8% of the employment. Retail industry in

India is at the cross road. It has emerged as one of the most dynamic and fast paced industries with

several player entering the market. The future is promising the market is growing government policies

are becoming more favourable and emerging technology and facilitating operations. Some key facts

retail in India largest industry accounting for over 10% of the country GDP and around 8% of the

employment.

1.5 Growth of Indian retail

According to the 8th annual Global Retail Development Index (GRDI) of at Kearney, India

retail industry is the most promising emerging market for investment. In 2007, the retail trade in India

had a share of 8-10 per cent in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12

per cent. According to a report by North bride Capita, the India retail industry is expected to grow to

US$ 700 billion by 2010. By the same time, the organized sector will be 20 per cent of the total market

share. It can be mentioned here that, the share of organized sector in 2007 was 7.5 per cent of the total

retail market.

1.6 Major Retailers in India

Big Bazaar

Big Bazaar is a chain of shopping malls in India owned by the Future Group. The worldwide

country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The group do not

promises more than what it delivers. Their basic attraction associated with reasonable prices is their

unique selling price. Though, the products of Big Bazaar stores stocks might not be advanced, but the

customers are assured to avail the worth of the money spent by them. In 2001, the group opened its first

store at Calcutta, which was the primary departmental store offering regulated services of parking, steel

vessels, apparel, electronics etc. under the one roof at the competitive prices.

Big Bazaar has become a massive hit with lower middle-class and middle class people as a

major client base. At present, the Future Group comprises of various formats and brands like

Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, Loot Mart,

Home Town and Central. The Big Bazaar has several stores located all over the India, among that

Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi.

Big Bazaar has democratized shopping in India and is so much more than a hypermarket. Here

customers find over 170,000 products under one roof that cater to every need of a family, making Big

Bazaar as India’s favourite shopping destination. Big Bazaar is the destination where you get products

available at prices lower than the MRP, setting a new level of standard in price, convenience and quality.

It was started in the year 2001 with the slogan “Is se sasta aur achcha kahin nahi”. The purpose of the

study is to understand how the customers perceive the store and provide suggestions for improvement.

Introduction

4

Pantaloons

Pantaloon is one of the biggest retailers in India with more than 450 stores across the country.

Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's

growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001,

Pantaloons launched country's first hypermarket ‘Big Bazaar’. It has the following retail segments:

Food & Grocery: Big Bazaar, Food Bazaar

Home Solutions: Hometown, Furniture Bazaar, Collection-i

Consumer Electronics: e-zone

Shoes: Shoe Factory

Books, Music & Gifts: Depot

Health & Beauty Care: Star, Sitara

E-tailing: Futurebazaar.com

Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its subsidiary Trent, which

operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and

music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lakh sq. ft retail space across the country.

RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food &

grocery retailing in 1996 with its retail Food world stores. Later it also opened the pharmacy and beauty

care outlets ‘Health & Glow’.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh

stores and Reliance Mart are quite popular in the Indian retail market.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis

Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments

of retail.

Introduction

5

1.7 Retail formats in India

Hypermarkets/supermarkets: large self-servicing outlets offering products from a variety of categories.

Mom-and-pop stores: they are family owned business catering to small sections; they are

individually handled retail outlets and have a person al touch.

Departmental stores: are general retail merchandisers offering quality products and services.

Convenience stores: are located in residential areas with slightly higher prices goods due to the

convenience offered.

Shopping malls: the biggest form of retail in India, malls offers customers a mix of all types of

products and services including entertainment and food under a single roof.

E-trailers: are retailers providing online buying and selling of product and services.

Discount stores: these are factory outlets that give discount on the MRP.

Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small

items can be bought via vending machine.

Category killers: small specialty stores that offer a variety of categories. They are known as

category killers as they focus on specific categories,

Such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.

Specialty stores: are retail chains dealing in specific categories and provide deep assortment.

Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.

1.8 Challenges facing Indian retail industry

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities

High cost of real estate

Dissimilarity in consumer groups

Restrictions in Foreign Direct Investment

Shortage of retail study options

Shortage of trained manpower

Low retail management skill

2.0 Objectives

1. To know the overall perception of the customers towards Big Bazaar;

2. To find out the major factor for choosing Big bazaar;

3. To find out the areas for improvement; and

4. To check the satisfaction of consumers towards Big bazar.

6

Chapter - II

REVIEW OF LITERATURE

Review of literature provides information to the researchers regarding the previous

work done in their area of research and thereby helps in identifying the theoretical framework

and methodological issues relevant to the study. There were number of theoretical and

empirical studies on the various aspects of flowers cultivation. In this chapter, the most related

studies have been reviewed.

Tendai and Crispen (2009) investigated the influence of instore shopping environment

on impulsive buying among consumers. The result of the study shows that among poor

consumers, economic factors such as cheaper prices, coupons and helpful shop assistants were

more likely to influence impulsive buying. On the other hand, factors with an atmospheric

effect such as music, fresh scent and ventilation may have only been important in helping to

keep consumers longer in shops although they were unlikely to directly influence impulsive

buying.

Goyal and Aggarwal (2009) examined the relative importance of the various products

purchased at organized retail outlets and the choice of format, the consumer has when

purchasing a product. The results of the study depict that food and grocery; clothing, apparels

and accessories; catering services; health and beauty; pharmaceuticals, watches; mobile,

accessories and services; books, music and gifts; foot ware and entertainment are the order of

importance for various items for organized retailing. The most appropriate retail formats for

various items are: food and grocery-supermarket; health and beauty care services-supermarket;

clothing and apparels‘- mall; books, music and gifts-convenience store and mall; catering

services - mall; entertainment - mall; watches - hypermarket; pharmaceuticals hypermarket;

mobile, accessories and services - hypermarket; foot wears departmental store.

Jain and Bagdare (2009) reviewed the concept of customer experience and identify its

major determinants in context of new format retail stores by analysing customer expectations.

The study highlights that as compared to traditional stores, new format stores are pre-

engineered retail outlets, characterized by well-designed layout, ambience, display, self-

service, value added services, technology based operations and many more dimensions with

modern outlook and practices. They seem to attract and influence young minds by satisfying

both hedonic and utilitarian needs. Customer experience is governed by a range of

demographic, psychographic, behavioural, socio-cultural and other environmental factors.

Ali et al. (2010) indicated the purchase behaviour of the consumers based on frequency

of purchase, monthly expenditure, preferred marketplace, distance to market and food

packaging and the impact of socio-demographic profile of consumers (gender, age, education

and income) on the purchase decisions for grocery, fruits and vegetables. The results show that

vegetables are the most frequently purchased products and most of the consumers shop for

vegetables on a daily basis. Similarly, fruits are generally purchased twice a week. On the other

Review of Literature

7

hand, grocery products, which are less perishable, are less frequently purchased. The study

further reveals that the income level of a consumer is an important factor which affects most

of the food purchase decisions. Results indicate that a higher income and educational level of

consumers influences their decisions on product and market attributes while gender and age

seems to have no significant impact.

Ghosh and Tripathi (2010) attempted to analyse purchase pattern of customers towards

organized retail outlets in terms of merchandise categories purchased, time spent within the

store, number of merchandise purchased on each visit, stores switching behaviour and store

attribute. The results of the study depict that the younger generation has greater tendency to

visit organized retail outlets. The shoppers which remained within a store for at least two hours

considered shopping to be a stress releaser and fun activity. The commonly purchased items

from a retail outlet are garments followed by groceries, lifestyle products and household

appliances. The study further reveals that customers in tier 2 and tier 3 cities evaluate a store

on convenience and merchandise mix, store atmospheric and services.

Kapoor et al. (2010) proposed a marketing strategy for a modern food/grocery market

based on the consumer preferences and behaviour. A total of 101 households having sufficient

purchasing power were personally surveyed with a structured questionnaire. These households

were spread across the well-developed Gomtinagar area of Lucknow city. Simple statistical

analysis such as descriptive statistical analysis, frequency distribution, cross tabulation,

analysis of variance, and factor analysis to assess the consumer‘s preferences for food and

grocery products and market attributes were carried out. The preferences of the consumer‘s

clearly indicate their priority for cleanliness/freshness of food products followed by price,

quality, variety, packaging, and non-seasonal availability. The consumer preference of

marketplace largely depends on the convenience in purchasing at the marketplace along with

the availability of additional services, attraction for children, basic amenities and affordability.

The results of this study suggest that most of the food and grocery items are purchased in loose

form from the nearby outlets. And, fruits and vegetables are mostly purchased daily or twice a

week due to their perishable nature, whereas grocery items are less frequently purchased.

Malik (2011) aimed to explore the components of retail customer satisfaction and also

investigates the relationship between each of the retail customer satisfaction components and

customers satisfaction level. Product characteristics, Price factor, Physical Aspects,

Promotional Schemes and Personal interaction of retail customer satisfaction were studied. The

study have identified that location, variety of products and reasonable price are the major

motivating factors that influence the customers to visit the retail outlets and emphasis on

facilities such as parking, physical aspects, availability of variety of branded and non - branded

products at reasonable price by the retailer will increase the revenue. There were numerous

studies in the area of consumer satisfaction, Consumer expectations on services, comparative

study on consumer satisfaction towards organized retailing and many. So this study analyses

the consumer attitude that is the basis for consumer satisfaction, towards one of the existing

and growing format among the organized retailing that is departmental stores in Coimbatore

city.

Review of Literature

8

Jhamb and Kiran (2012) revealed that the changing consumer behaviour towards

shopping and the significance of retailer strategies are important to know the emerging trends

in modern retail formats. Consumers prefer modern retail formats due to its significant product

attributes like improved quality and variety of brands and store attributes which enhance the

shopping experience of consumers like good parking facility and trained sales personnel.

Strategies of retailers like retention strategies, promotional strategies, image improvement

strategies, pricing and competitive strategies are directly contributing to the growth of modern

retail formats in India.

Manocha and Pandey (2012) stated that retailing provides a crucial link between

producers and consumers in modern market economy. Retail in India is most dynamic industry

and represents a huge opportunity both for domestic and international retailers. Modern

retailing is not threat to independent Mom and Pop stores as most of the consumers said that

they never stopped visiting kirana stores. They strongly agreed on coexistence of both is

requirement of the day. Their frequency of going to kirana stores is reduced its kind of

opportunities for reorienting Mom and Pop stores for attracting more customers. So, organized

retailing is beneficial for India because it‘s not alarming to create conflict with unorganized

stores but reshaping unorganized stores into budding/nascent organized stores.

Gopu and Girija (2012) revealed that organized retailing in India is surely on the edge

for a take-off and will provide many opportunities both for existing players as well as new

entrants. Major spending on food and increasing usage of out of home food consumption

represent a significant opportunity for food retailers and food service companies. To be

successful, retail management must be well informed about the extent to which shop‘s activities

contribute towards the overall as well as different dimensions of service quality and attributes.

This requires continual measurement and identification of areas that act as cues for consumer

expectation and satisfaction

Venu and Ranganath (2012) stated that modern retailing, despite its cost effectiveness,

has come to be identified with lifestyles particularly the affluent one, thereby excluding an

important and larger segment of consumers. In fact, in order to appeal to all classes of society,

organized retail stores would have to identify with different lifestyles and socioeconomic strata

and respond to their respective requirements and shopping patterns. To some extent, this trend

is already visible with the emergence of stores with an essentially ―value for money‖ image.

While insisting on value for money and cost effectiveness, today consumers want a better

shopping experience, recreation, friendly interactions and a wide choice of products and

services. Retail stores have to live up to these expectations in order to flourish, prosper and

grow in the Indian market.

9

Chapter - III

RESEARCH METHODOLOGY

Present chapter deals with the methodology adopted to fulfill the objectives of the

present study. The study was conducted in the Varanasi district of Uttar Pradesh. Present

chapter is divided into following sub-head.

1. Sampling technique

2. Collection of data and method of enquiry

3. Period of enquiry

4 Analytical tools

3.1 Sampling Technique

3.1.1 Selection of State and District

The Uttar Pradesh was selected purposively for the present study. The Varanasi district

was selected purposively for the present study.

3.1.2 Selection Big Bazaar

In Varanasi district, there are two Big Bazar located at Sigra and Ordali bazar. Out of

this, Big Bazar located at Sigra was selected purposively, because it was operating in district

from October 2014.

2.1.3 Selection of Respondents

Judgment/purposive sampling was used to select the respondents. The 50 respondents

were selected for the present study. The criteria for selection of respondents was, that only

those customer was selected those are purchasing FMCG goods.

3.2 Data Used for Study

Present study was based on the primary data. The data was collected from the

respondents using pre-tested schedule.

3.3 Analytical Tool

3.3.1 GARRETT Ranking

Garrett ranking has used to rank the factors influencing the customers’ choice for store

Research Methodology

10

Rij is the rank given for ith item jth individual and Nj is the number of items ranked by jth

individuals.

3.3.2 Likert Scale

Likert scale is simply a statement which the respondent is asked to evaluate according

to any kind of subjective or objective criteria, generally the level of agreement and

disagreement is measured.Likert scaling is a bipolar scaling method, measuring either positive

or negative response to a statement.

3.2 Statement of the Problem:

It is very important for any company to know how the customers perceive their

products, services or the organization as a whole. It is the customer’s perception which

influences the products and services of the organization. If the organizations makes an attempt

to find the customers perception then, it can alter its products accordingly and offer to its

customers. In this study we are attempting to understand the customer perceptions so that the

store can improve upon in the areas where the customers do not have good perceptions.

Ascertaining customer’s perception becomes very complicated when it comes to retailing, as

it is a part.

11

Chapter- IV

PROFILE OF BIG BAZAAR

4.1 The retail industry in India is currently growing at a great pace and is expected to

go up to US$ 833 billion by the year 2013. It is further expected to reach US$1.3 trillion by the

year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer

spending has also gone up and is also expected to grow further in the future. In the last four

year, the consumer spending in India climbed up to 75%. As a result, the India retail industry

is expected to grow further in the future days. By the year 2013, the organized sector is also

expected to grow at a CAGR of 40%.

Company Profile:

Type: Subsidiary of Future Group

Founded: 2001.

Headquarters: Mumbai, India.

Industry: Retail

Parent: Future Group.

Owner: Kishore Biyani.

Slogan: Is se sasta aur accha kahi nahin

The headquartered in Mumbai the company operates over 12 million square feet of

retail space as over one thousand stores across 71 cities in India and employees over 35,000

people.

The companies leading formats include Pantaloons a chain of fashion outlet, Big

bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look,

touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and

quality and control a chain of seamless destination malls.

Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading

business house with multiple business spanning across the consumption space. While retail

firm the core business activity of future group, group subsidiaries are present in consumer

finance, capital, insurance, brand development & entertainment. The first set of Big bazaar

store open in 2001 in Kolkata, Hyderabad and Bangalore.

PROFILE OF BIG BAZAAR

12

Future Group is one of the country’s leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics. Future

Group is present in 61 cities and 65 rural locations. The group’s flagship company, Pantaloons

Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has

over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include

Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and

online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India,

Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and

Bowling Co. Future Capital Holdings, the group’s financial arm, focuses on asset management

and consumer credit. It manages assets worth over $1 billion that are being invested in

developing retail real estate and consumer-related brands and hotels.

The group’s joint venture partners include Italian insurance major Generali, French

retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee

Cooper and India-based Talwalkar’s, Blue Foods and Liberty Shoes.

4.2 Big Bazaar

It is a chain of hypermarket in India, which caters to every family’s needs and

requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and

is an answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the fashion

world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings

etc. at best economical prices. Big Bazaar group offers more than 100 stores all over the country

with an amalgamation of Indian bazaars’ feel and touch with a convenience and choice of the

modern retail facilities. The retail format of the Bi g Bazaar group includes Aadhar, Rural &

Home-Town retail chain, E zone home-improvement chain, sportswear retailer, depot and

music chain is few among others.

Big Bazaar: “Is se sasta aur acha kahin nahin”

Big bazaar is the company’s foray into the world of hypermarket discount stores, the

first of its kind in India. Price and the wide array of products are the USP’s in Big Bazaar.

Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over

the corresponding market prices. The high quality of service, good ambience, implicit

guarantees and continuous discount programmes have helped in changing the face of the Indian

retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of

a local suburban train.13

Food Bazaar – Wholesale prices

Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and

International supermarket atmosphere with the objective of giving the customer all the

PROFILE OF BIG BAZAAR

13

advantages of Quality, Range and Price associated with large format stores and also the comfort

to See, Touch and Feel the products. The company has recently launched an aggressive private

label programme with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With

unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has

proved to be a hit with customers all over the country.

'FOOD BAZAAR'

4.3 A division of Pantaloon Retail India Ltd is a chain of large supermarkets with a

difference. It was flagged off in April'02. With store sizes ranging from 8,000 sq.ft to 15,000

sq. ft. in Mumbai (two stores), Kolkata, Bangalore &Hyderabad, it is opening more stores at

Gurgaon (Delhi), New Bombay & Nagpur. It currently caters to over 1.2 million customers

every day across 4 outlets in India and is soon set to expand and double this figure across 12

outlets all over the country by June2009.Food Bazaar offers the Indian consumer the best of

Western and Indian values. The western values of convenience, cleanliness and hygiene are

offered through pre packed commodities and the Indian values of "See- Touch- Feel" are

offered through the “Mandi” atmosphere created by displaying staples out in the open, all at

very economical and affordable prices without any compromise on quality. This satisfies the

Indian consumer and comforts her before making her final buying decision. At other super

markets, the consumer is deprived of this factor. Truly the Indian consumer now agrees with

Food Bazaar:

Ab Ghar Chalaana kitna Aasaan”

This positioning platform of Food Bazaar is evident from the higher discounts and the

wholesale price-points which is below MRP. Food Bazaar represents the company’s entry into

food retail and is targeted across all classes of population.

Food Bazaar replicates a local ‘mandi’, to provide the much important ‘touch & feel’ factor

which Indian housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock

keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar, pulses,

masalas, rice wheat etc, besides fruits and vegetables. All products are sold below MRP and

discounts range between 2%to 20%. Fruits and vegetables are sold at prices comparable to

wholesale prices.

Facilities offered by Big Bazaar

Online shopping:

Big Bazaar has an official website, Future Bazaar.com, which is one of the most

favourite sites among people of India for online shopping. Future Bazaar is an online business

venture of Future Group, which sells an assortment of products such as fashion, which includes

merchandise for men and women, mobile accessories, mobile handsets and electronics like

home theatres, video cameras, digital camera, LCDTVs, kitchen appliances and many more.

PROFILE OF BIG BAZAAR

14

Discounts:

“Hafte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special

discounts were offered on Wednesday every week, to attract the potential buyers into their

store.

Security check:

At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance

system, which detects the products that has attached tags or not.

Consumer’s perception

4.4 As consumer’s tastes and preferences are changing, the market scenario is also

changing from time to time. Today’s market scenario is very different from that of the market

scenario before 1990. There have been many factors responsible for the changing market

scenario. It is the changing tastes and preference of customer which has bought in a change in

the market. Income level of the people has changed; life styles and social class of people have

completely changed now than that of olden days. There has been a shift in the market demand

in today’s world. Technology is one of the major factors which is responsible for this paradigm

shift in the mark. New generation people are no more dependent on haat market and far off

departmental stores. Today we can see a new era in market with the opening up of many

departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty

stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing

phenomenon now.

Impact / Factors on consumer’s perception

Customer perception is influenced by a variety of factors. Besides the actual outcome –

i.e. did the product or service deliver the expected function and did it fulfil the customers need

– the whole process of consumption and all interactions involved are of crucial importance. In

today’s globalized information driven economy this can also comprise issues like

• How other customers or influencing groups perceive the product or brand

• The degree to which the customer feels the actual marketing campaign addresses the

most important issues

• Responsiveness and service quality of any affiliates, e.g. distribution partners

Customer perception is dynamic. First of all, with the developing relationship between

customer and company, his perceptions of the company and its products or services will

change.

PROFILE OF BIG BAZAAR

15

The more experience the customer accumulates, the more his perceptions will shift from

fact-based judgments to a more general meaning the whole relationship gains for him. Over

time, he puts a stronger focus on the consequence of the product or service consumption.

Moreover, if the customers’ circumstances change, their needs and preferences often

change too. In the external environment, the offerings of competitors, with which a customer

compares a product or service will change, thus altering his perception of the best offer around.

Another point is that the public opinion towards certain issues can change. This effect can reach

from fashion trends to the public expectation of good corporate citizenship. Shells intention to

dump its Brent Spar platform into the ocean significantly altered many customers perception

of which company was worth buying fuel from.

Research has been done on the impact of market share on the perceived quality of a

product.[3] Depending on the nature of the product and the customers’ preferences, increasing

market share can have positive or negative effects on how the customer perceives the product.

4.4.1 Positive effects of increasing market share on customer perception

• Increasing market share can send out positive signals by acting as an indicator of superior

quality that is recognised by more and more other customers. This effect is particularly

strong for premium priced products. Customers normally assume that a product must be

of exceptional quality if it can gain such an unexpected market success despite its high

price.

• Many brands offer positive emotional benefits of using a product that is popular in the

markets.

• The value of a product or service can rise through increasing number of users of the same

product, e.g. number of members of an online community, better availability of software

for popular computer systems.

4.4.2 Negative effects of increasing market share on customer perception

• For premium and luxury products, customers may translate an increasing market share

into a loss of exclusivity and thus perceive it as less valuable.

• The quality of services may suffer if they are consumed by increasing numbers of users.

Diseconomies of scales and congestions can be observed with busy airports and many

other services so that customers may look out for other providers that promise more

timely service and convenience.

The concept of customer perception does not only relate to individual customers in

consumer markets. It is also valid in business to business situations. For example, a competitor

benchmarking survey of a large industrial supplier revealed that the market leader, although

recognised for excellent quality and service and known to be highly innovative, was perceived

as arrogant in some regions.

16

Chapter - V

OUTCOME OF THE SURVEY

Present chapter deals with results of the study. The results of the study were analyzed

with the use of basic data collected for this investigation. The data has been processed and

tabulated in the light of the objectives of present study.

Customer perception: refers to the process by which a customer selects, organizes,

and interprets information/stimuli inputs to create a meaningful picture of the brand or the

product. It is a three stage process that translates raw stimuli into meaningful information.

Each individual interprets the meaning of stimulus in a manner consistent with his/her

own unique biases, needs and expectations. Three stages of perception are exposure, attention

and interpretation

Why customer perception is important for businesses

In today’s globalizing economy competition is getting more and fiercer. That means it

becomes more difficult for products and services to differentiate themselves from other

offerings than ever before.

Not only is the number of competitive offerings rising due to globalization of

production, sourcing, logistics and access to information. Many products and services face new

competition from substitutes and from completely new offerings or bundles from industry

outsiders. Since product differences are closed at an increasing speed and many companies try

to win the battle for customers by price reductions, products and services tend to become

commodities.

On the other hand, customer behavior becomes more hybrid. On one hand, customers

are increasingly price sensitive – searching for bargains at marketplaces like ebay or buying

their groceries at discount markets. On the other hand they enjoy branded and luxury goods.

One and the same person may plan a weekend trip with a no-frills airline and a stay at a five-

star-hotel. In the result, customers have a wider choice of often less distinguishable products

and they are much

OUTCOME OF SURVEY

17

Q.1 How often do you visit Big Bazar? How would you rate your answer.

Table no 5.1

Response Respondents Percentage

Weekly 19 38%

Monthly 22 44%

Occasionally 09 18%

Interpretation

Most of the consumers visit Big Bazar on Monthly basis. As shown in the graph above

44% consumers visited big bazar because they mostly came for the purchasing of grocery item

on monthly basis while 38% customers visited big bazar weekly for daily purpose item & 18%

visited occasionally.

Fig no 5.1

38 %

44 %

18 %

Weekly

Monthly

Occasionally

OUTCOME OF SURVEY

18

Q.2 Do you visit other Hypermarkets also?

Most of the consumers only visit Big Bazar. Some of the consumers also visit other

hypermarkets like Spencer, Vishal mega mart. As the big bazar have been started since 2014

consumers also visited or addict of other shopping malls like Spencer, Vishal mega mart and

they are too fond of it.

Response Respondents Percentage

Yes 23 46 %

Table no 5.2

No 27 54 %

Interpretation

46 %

54 % Yes No

OUTCOME OF SURVEY

19

Q.3What type of products do you mostly purchase in Big Bazaar?

PARTICULARS RESPONDENT’S RANK

1st 2nd 3rd 4th

GROCERY 27 13 7 3

FASHION APPARELS 13 15 14 8

ELECTRONIC ITEMS 7 11 13 19

GIFT ITEM 3 17 10 20

1. Applying GARRETT Ranking

= 100 * (Rij – 0.5)

Nj

Table no. 5.3

PARTICULARS

percentage Score Rank

Grocery 42 54 1

Fashion 57.5 46 2

Electronics item 71 39 3

Gift/others 73 37 4

Interpretation:

From the above table it is inferred that among total respondants are 1st rank given to

grocery, 2nd rank given to fashion ,3rd rank given to electronic items & 4th rank given to gift/

others item. Most of the consumer visit big bazar for the purchasing of grocery as most of the

discounts & offers are available on these items.

OUTCOME OF SURVEY

20

Q.4 What is your major reason for shopping at Big Bazar?

Response Respondents

1st 2nd 3rd 4th

Economical price 21 17 8 4

Quality products 8 19 13 10

Variety of products 17 21 7 5

Quality Service 6 12 13 19

Applying GARRETT Ranking

= 100 * (Rij – 0.5)

Nj

Table no 5.4

PARTICULARS

percentage Score Rank

Low price 46.5 52 1

Quality product 51 50 2

Product variety 61.5 44 3

Quality service 71.5 39 4

Interpretation :

From the above table it is inferred that among total respondants are 1st rank given to

low price, 2nd rank given to variety of products,3rd rank given to quality of products & 4th rank

given to service.

OUTCOME OF SURVEY

21

Economical price and variety of products are the major factor which drives consumers to Big

bazar.

Q.5 What do you mostly prefer?

Response Respondents

Ist 2nd

Branded products 38 12

Local store products 16 24

Applying GARRETT Ranking

= 100 * (Rij – 0.5)

Nj

Table no 5.5

Particulars Percentage scores rank

Branded

products

61 45 1st

local products 63 43 2nd

Interpretation:

From the above table it is inferred that among total respondents are 1st rank given to

branded products, 2nd rank given to local products.

Means most of the consumers prefer branded product rather than to go with big bazar’s

local brand product.

OUTCOME OF SURVEY

22

Q.6 Is the price offered at Big Bazar is economical? How will you rate it ?

Table no 5.6

5 point scale Respondents %

Strongly disagree - -

Disagree 2 4

Slightly agree 13 26

agree 17 34

Strongly agree 18 36

Fig no 5.6

% 0 5 %

15 %

32 %

48 %

% of respondent

strongly disagree

disagree

slightly agree

agree

strongly agree

OUTCOME OF SURVEY

23

Interpretation

48% respondents are strongly agree that the price offered at Big Bazar is economical to

them. Most of the consumers are satisfied with the price of products offered at Big bazar.

Q.7 Is the Quality of products at Big Bazar are always good ?

Table no 5.7

5 point scale Respondents %

Strongly disagree 1 2

Disagree 3 6

Slightly agree 10 20

agree 16 32

Strongly agree 20 40

Fig no 5.7

strongly disagree 2 %

disagree 6 %

slightly agree 20 %

agree 32 %

strongly agree 40 %

COLUMN1

OUTCOME OF SURVEY

24

Interpretation

40% of respondents are strongly agree that quality of products at big bazar are always

good. Means most of the consumers were somewhat satisfied with the quality of products as

most of them said that all products are clean & well packed.

Q.8 How will you rate the variety of products available at Big Bazaar?

Table no 5.8

Response Respondents %

Excellent 12 24

Good 25 50

Moderate 11 22

Poor 2 4

Fig no 5.8

24 %

50 %

22 %

4 %

% of respondent

excellent

good

moderate

poor

OUTCOME OF SURVEY

25

Interpretation

50% of respondents rate the variety of products as good available at Big Bazaar? 24%

rate the products as excellent.

Q.9 Is service offered at Big Bazar satisfactory to you ?

Table no 5.9

Response

Respondents

%

Strongly disagree 3 6

Disagree 11 22

Slightly agree 17 34

Agree 10 20

Strongly agree 9 18

Fig no 5.9

6 %

% 22

34 %

% 20

18 %

% of respondant

strongly disagree

disagree

slightly agree

agree

strongly agree

OUTCOME OF SURVEY

26

Interpretation

34% of respondents are slightly agree that services offered at Big Bazar are satisfactory

to them. But according to of 22% respondents services offered at Big Bazar are not satisfactory

to them

Q.10.Howwould you rate the services of the sales personnel in Big Bazaar?

Table no 5.10

Response on 5

point scale.

Respondents %

Excellent 10 20

good 16 32

Moderate 15 30

Poor 6 12

Very poor 3 6

Fig no 5.10

% OF RESPONDANTS

EXCELLENT GOOD MODERATE POOR VERY POOR

OUTCOME OF SURVEY

27

Interpretation

32% of respondents rate the services of the sales personnel in Big Bazaar asgood &

30% as moderate.

Q.11 Are you satisfied with the parking facility available at Big bazar?

Table no 5.11

Response

Respondents

%

Strongly disagree 4 8

Disagree 8 16

Slightly agree 13 26

agree 15 30

Strongly agree 10 20

Fig no 5.11

strongly disagree

disagree

slightly agree agree

strongly agree

% OF RESPONDANT

OUTCOME OF SURVEY

28

Interpretation

30% of respondents agree as they are satisfied with the parking facility available at Big

bazar, while 26% slightly agree.

Q.12How will you rate your overall shopping experience at Big bazar ?

Table no 5.12

Response Respondents

Disappointed 6

Satisfied 24

Delighted 20

Interpretation

48% of respondents are satisfied with their overall shopping experience at Big bazar.

40% of them are delighted & 12% are disappointed.

Approximately all the consumers were satisfied and delighted with their overall

shopping experience at Big bazar.

29

Chapter -VI

FINDINGS AND SUGGESTIONS

Findings

The overall perception of consumers towards big bazar is very positive as most of the

consumers were Satisfied or Delighted. Amongst various positive factors price and range

offered at Big bazar are the leading sources.

Majority of consumers visit Big bazar on monthly basis who are followed by those

who visit weekly and few no. of consumers visit occasionally.

Most of the consumers only visit Big bazar but there are a sufficient no. of consumers

who visit other hypermarkets also.

Economical price and variety of products are the major factor which drives consumers

to Big bazar.

Larger fraction of consumers prefer Branded products as compared to those who

prefer Local store products at Big bazar.

Most of the consumers are satisfied with the price of products offered at Big bazar.

However most of the consumers were somewhat satisfied with the quality of products.

Majority of consumers were delighted and satisfied by the variety of products

available at Big bazar.

Most of the consumers were somewhat satisfied with the service and Parking facility

at Big bazar.

Approximately all the consumers were satisfied and delighted with their overall

shopping experience at Big bazar.

Summary And Conclusions

30

Suggestions

Big Bazaar should keep more goods in stock, so that consumers don’t face “Goods

Out- of stock” problem.

The long queues at the Billing counters were one of the most common problems faced

by majority of the customers. So queue management like introducing Swipe cards

along with more counters during peak periods and offer period is recommended.

The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

There should be periodical evaluation of staff and Sales staff should be trained well

so that they are able to handle all queries and doubts of the customers in a proper

manner.

Big bazar should introduce more attractive weekly offers to increase the frequency of

consumers visiting Big bazar.

Most of the consumers were seeking improvements in the quality of products which

should be taken in care.

Service offered at Big bazar should be improved as it is amongst the main reasons

where Big bazar lags behind.

Promotion of Local store products should also be done to enhance their sale.

Parking facility should be improved as most of the consumers were complaining

about that.

BIBLIOGRAPHY

Ali, J., Kapoor, S. and Moorthy, J. (2010), Buying Behaviour of Consumers for Food

Products in an Emerging Economy, British Food Journal, 112,2, l09-124.

Ghosh. P., Tripathi, V. and Kumar, A. (2010) Customer expectations of store attributes: A

study of organized retail outlets in India, Journal of Retail and Leisure Property, 9, 1, 75–

87.

Gopal, V. K. and Ranganath, S. N. (2012), Behavioral Changes of Consumers on Indian

Organized Retailing, Asian Journal of Research in Business Economics and Management, 2,

1, 57-66.

Gopu, J and Girija, T. (2012), An study on consumer attidute towards Departmental Stores

in Coimbatore City,Tamilnadu, International Journal of Research in Commerce and

Management, 3, 6, 15-19

Goyal, B. and Aggarwal, M. (2009), Organized retailing in India- An empirical study of

appropriate formats and expected trends, Global Journal of Business Research, 3, 2, 77-83.

Jain, R. and Bagdare, S. (2009), Determinants of Customer Experience in New Format Retail

Stores, Journal of Marketing and Communication, 5, 2, 34-44.

Jhamb, D. and Kiran, R. (2012), Emerging trends of organized retailing in India: An shared

vision of consumers and retailers perspective, Middle – East Journal of Scientific Research,

11, 4, 481-490.

Malik, M. R. (2011), Determinants of retail customer satisfaction- A study of organized retail

outlet in Kurukshetra, Indian Journal of Marketing, 41, 4, 56-63

Tendai, M and Crispen, C. (2009), In-store shopping environment and impulsive buying,

African Journal of Marketing Management, 1, 4, 102-108.

Internet web sites

bigbazaar.co.in

Literature review on bigbazaar.com

retailseminar.in

organizedretail.co.in

www.futuregroup.com.

Appendix

Title: Consumer perception for FMCG products in Varanasi district

: A case study of Big Bazaar

Name……………………………Contact No…………………

Gender: Male/Female

Marital status: Married/Unmarried

Occupation Student/ Business Man/ Employee/ Others

Sir/Madam am a student of Agri-business Management (BHU) doing a study on consumer perception towards

Big Bazaar. Kindly answer the question listed below. Responses provided would be strictly used for academic

purpose.

Q.1. How frequently do you visit Big Bazaar?

Weekly monthly occasionally

Q.2.Do you visit other hypermarket

Yes No

Q.3 What type of products do you mostly purchase in Big Bazaar?

Grocery

B) Fashion

Electronic Item/other

Gift

Q4. What drives you to Big Bazaar?

Economical/lower price

Quality product

Product range

Service

Q5. Which type of brand you prefer while doing shopping?

Local Store brand

private label Branded

Q.6 Is the price offered at Big Bazar is economical? How will you rate it?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.7.Is the Quality of products at Big Bazar are always good ?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.8 Is service offered at Big Bazar satisfactory to you ?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.9 How would you rate the services of the sales personnel in Big Bazaar?

a) excellent

b) good

c) moderate

d) poor

e) very poor

Q.10 Are you satisfied with the parking facility available at Big bazar?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.11. How would you rate your overall shopping experience at big bazaar ?

Disappointed

satisfactory

delighted

Please write………………………………..............................................