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Big Bazaar, OMR
ACKNOWLEDGEMENT
I would like to extend my sincere thanks to Mr. Uma Shankar (HR), Miss
Niyathi Shetty (Deputy Manager, Marketing), Mr. Ravi Prakash Singh (Store
Manager, Big Bazaar, OMR) & specially Shri Jay Acharya (Manager,
Marketing), my project guide for his guidance and support throughout my
training at Future Value Retail Limited, for Big Bazaar (OMR), Bangalore. His
calm demeanour and willingness to teach has been a great help in my
successfully completing the project. My learning has been immeasurable and
working under him was a great experience.
My heartfelt thanks is also extended to all the staff of Future Value Retail
Limited and Big Bazaar (OMR) for providing a hospitable and helpful work
environment and making my summer training an exciting and memorable event.
My sincere thanks to Mr. C. N. Kshetragna, my internal faculty guide, whose
continuous help and enthusiasm has helped me to complete the project
successfully.
I also wish to thank Christ University Institute of Management for making this
experience of summer training in an esteemed organization like Future Value
Retail Limited possible. The learning from this experience has been immense
and would be cherished throughout life.
Sudeep Chakraborty
Christ University Institute of Management
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SYNOPSIS
Project Title
To do a catchment study within the radius of 6km for the Big Bazaar, Old Madras Road,
Bangalore.
Problem
Less number of footfalls then estimated, in the Big Bazaar, Old Madras Road, Bangalore.
Methodology
A primary research based on a well structured questionnaire and personal interviews with the
people of that region.
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EXECUTIVE SUMMARY
The objective of the project was to do the catchment study for the Big Bazaar in Old Madras
Road, Bangalore in order to find out the Red Areas and the Green Areas within its 6km
radius and to find the possible reasons for low foot falls in the store and also to suggest ways
to improve their effectiveness and to find out the scope for their broader implementation.
The purpose of the project is to essentially give Future Value Retail Limited an idea about
the customer awareness level with respect to this initiative and to present customer’s needs
and preferences which would help the company in improving the service level as well as the
product offering under the initiative and simultaneously increase the customer loyalty
towards the company.
The project was designed accordingly. A primary research was conducted across the 6km
radius of the Big Bazaar, Old Madras Road. The entire area is divided into four major
clusters depending on their location. Cluster ‘A’ comprises of Kasturi Nagar, Banaswadi,
Ramamurthy Nagar and Dooravani Nagar; Cluster ‘B’ comprises of Indiranagar and Hoysala
Nagar; Cluster ‘C’ comprises of C V Raman Nagar and Kaggadaspura; and Cluster ‘D’
comprises of Ulsoor and Kodihalli.
The research tool was the specially designed questionnaire and interview with the residents
of the above mentioned areas. The questions covered a wide range of issues including:
their exposure to different types of media,
who accompanies them in their shopping,
who takes the final buying decisions,
their preferences in shopping with Big Bazaar,
their lifestyle and daily habits.
For the purpose of this research it was absolutely imperative to find out what the peoples
want while they are out for shopping. This required meeting the peoples and filling up the
questionnaire according to their responses and to discuss with them the issues related with
this initiative. All the analysis in the report is drawn out of these questionnaires and all
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conclusions are drawn and the recommendations made to the company are based on the
results of the analysis.
From the detailed analysis it could be conclude that areas belonging to the Cluster ‘A’ can be
considered as the ‘Red Area’ which is the major reason for the less number of foot falls in
the store. Cluster ‘B’ and ‘C’ comes under ‘Green Area’ with contributing majority of foot
falls. Whereas in Cluster ‘D’, people’s response were average.
This research will provide Future Value Retail Limited with information like the current
awareness level, the satisfaction level, response of people towards the initiatives; their needs
and preferences etc. This will help the company in taking a decision to improve the
effectiveness of their initiative.
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TABLE OF CONTENTS
Sl. No. Topics Page No.
1 General Introduction 6
2 Introduction to Big Bazaar (OMR) 11
3 About the Project 21
4 Process/Methodology of Study 22
5 Data Collections 26
6 Observations, Analysis and Discussions 30
7 SWOT Analysis of Big Bazaar (OMR) 46
8 Conclusions 47
9 Recommendations 48
References 50
Appendix - 1 (Questionnaire) 51
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GENERAL INTRODUCTION
1.1 Introduction to Retail Industry
In India, organized retail constitutes about 5% of total retail and is poised to reach 15-20% in
the next few years. This indicates tremendous potential for the sector for the next few years.
The future will also see the pantaloon of several new concepts targeted at the Indian
consumer.
Further, retail development will not just occur in Tier 1 cities, but will have far more
significance in Tier 2 & 3 cities as well. The consumption drive would be fuelled in smaller
towns and cities. There would be definite customer responsiveness towards Value Added
products and services in the next few years. Since value retailing touches the mass of the
population, and with organized retailing at about USD 25 billion at present, value retailing
has the scope to almost double.
Retail is India’s largest industry, contributing for over 10 per cent of the country’s GDP and
around eight per cent of the employment. Retail industry in India is at the crossroads. It has
emerged as one of the most dynamic and fast paced industries with several players entering
the market. But because of the heavy initial investments required, break-even is difficult to
achieve and many of these players have not tasted success so for. However, the future is
promising; the market is growing, government policies are becoming more favourable and
emerging technologies are facilitating operations.
Retailing in India is gradually inching its way toward becoming the next boom industry. The
whole concept of shopping has altered in terms of format and consumer buying behaviour,
ushering in a revolution in shopping in India. Modern retail has entered India as seen in
sprawling shopping centres, multi-storied malls and huge complexes offer shopping,
entertainment and food all under one roof, the Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the consumption by the Indian
population is going to take a higher growth trajectory. The Indian population is witnessing a
significant change in its demographics. A large young working population with median age
of 25 years, nuclear families in urban areas, along with increasing working-women
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population and emerging opportunities in the service sector are going to be the key growth
drivers of the organized retailer sector in India. The market size of Indian retail industry is
about USD 400 billion. Organized retailing comprises only 2.8 per cent of the total retailing
market and is estimated at around USD 25 billion.
1.2 Future Value Retail Limited
Retail forms the core business activity at Future Group and most of its businesses in the
consumption space are built around retail. Future Group’s retail network touches the lives of
more than 200 million Indians in 73 cities and 65 rural locations across the country. The
group currently operates around 1,000 stores spread over 16 million square feet of retail
space. Present in the value and lifestyle segments, the group’s retail formats cater to almost
the entire consumption expenditure of a wide cross-section of Indian consumers.
Led by Pantaloon Retail, the group’s flagship company, the group manages some of India’s
most popular retail chains like Pantaloons - a chain of fashion destinations, Big Bazaar - a
uniquely Indian hypermarket chain, Food Bazaar - a supermarket chain that blends the look,
touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and
quality and Central - a chain of seamless destination malls. Some of its other formats
include Ethnicity - India's first concept store, which recreates the experience of a traditional
ethnic market in a modern retail format, Brand Factory, Planet Sports, aLL, Top
10 and Star and Sitara. The group also operates India’s most popular online shopping
portal www.futurebazaar.com.
Retailing of products and services related to home building and home improvement is led
through the group’s formats, Home Town, a large-format home solutions store, along with
specialized formats for home furniture and home furnishing through, Collection
i and Furniture Bazaar and consumer electronics through eZone and Electronics Bazaar.
The group also operates India’s leading rural retailing chain, Aadhaar that is present in over
65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative, provides a
complete solution provider for the Indian farmer.
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Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India)
Limited. This entity has been created keeping in mind the growth and the current size of the
company’s value retail business, led by its format divisions, Big Bazaar and Food Bazaar.
The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other
formats, in over 70 cities across the country, covering an operational retail space of over 6
million square feet. As a focussed entity driving the growth of the group's value retail
business, Future Value Retail Limited will continue to deliver more value to its customers,
supply partners, stakeholders and communities across the country and shape the growth of
modern retail in India.
1.3 Details about the Founder & Origin of the Company
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group. A quintessentially Indian experience, it doesn’t
promise more than it delivers. Basic worth allied with reasonable pricing is their USP. The
store itself and the products it stocks may not be on the cutting edge of technology or
sometimes even retail but the customer can be assured that he/she is getting their money’s
worth.
Their first store opened in Calcutta in 2001, on VIP Road, in the ground floor of a residential
building. This was the first departmental store that offered regulated parking services,
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apparel, steel vessels and electronics under one roof, and all at the most competitive prices!
The format got bigger and better with the introduction of fresh food and vegetables.
1.4 Aim & objectives of the Founder
Aim is to get customer a great range of products at great prices.
Objective
Aggressive Prices.
Unmatched Selection of Products and Brands.
Seamless end-to-end Logistics Solution.
Dedicated Customer Care for online customers as well as corporate clients.
Our Brand Association.
1.5 Mission & Vision of the Organization
VISION
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer
in the most profitable manner.
MISSION
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
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We shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.
CORE VALUES
Indianess: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature.
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INTRODUCTION TO BIG BAZAAR
Big Bazaar is the flagship hypermarket retail chain from Future Group, having 120 stores
across the country. With its motto of 'Is Se Sasta Aur Accha Kahin Nahin', Big Bazaar
ensures that all the products are of good quality and offered at the lowest prices. Promising
'more for less', Big Bazaar, offers 1.6-lakh mass-market product ranges that are sought by a
majority of Indian consumers. It also offers a host of value-added services. The special
discounts and promotional offers, which are available at regular intervals, makes the format
very unique and distinct. The consumer experiences a new level of standard in price,
convenience, comfort, quality and store service levels.
The first store of Big Bazaar was opened in Calcutta in 2001, on VIP Road, in the ground
floor of a residential building. This was the first departmental store that offered regulated
parking services, apparel, steel vessels and electronics under one roof, and all at the most
competitive prices! The format got bigger and better with the introduction of fresh food and
vegetables – Food Bazaar, introduced as a shop in shop concept, which then went on to
become a very successful standalone store around India. A super quick roll out of stores
across India followed with this format becoming a huge hit with the middle and lower middle
class – a huge client base. Of course, now the Future Group is about many more brands and
formats like Pantaloons, Central, HomeTown, eZone, Depot, LootMart, Brand Factory,
Scullers, Urbana, Indigo Nation, One Mobile, Staples, Etam, Lee Cooper Sports Bar, Copper
Chimney and F123.
The next watershed for brand Big Bazaar was the introduction of the “Sabse Sasta Din” in
January 2005, when the Indian Republic Day holiday was utilized to make sure that hordes
of consumers descended on all Big Bazaars across the country to buy all kinds of household
items – cheap. There were scenes of customers actually vigorously fighting over items in-
store, long queues and this was followed by another unique initiative – the “Juna Do Aur
Naya Lo” where customers were encouraged to bring in their old clothes, utensils, furniture
and electronics, sell them at a predetermined price and receive coupons that enabled them to
receive a discount on goods in store. Even with preconditions like ‘the customer has to buy
four times the value of the coupon, the coupon is valid only for seven days’, the mounds of
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old clothes and items outside these collection centers were testimony to the success of this
gambit. Big Bazaar was also the first to designate Wednesday as the ‘Hafte Ka Sabse Sasta
Din’ – with extra special discounts offered to lure the customer into the store midweek – with
the usual result, a crowded store! This naturally has been copied by every retailer in the same
bandwidth, pronto.
Kishore Biyani is reported to have said that the word ‘bazaar’ was mandatory for the name as
they wanted to replicate the Indian mandi or market feel, and ‘big’ came about because this
was a much larger concept than just a regular market. The clarity of ideas is evidenced by the
fact that they had frozen the punch line “Isse Se Sasta Aur Achha Kahi Nahi” much before
any meeting with creatives to design the final logo of Big Bazaar. It was intentional then and
has been kept up to date as the stores reflect India and Indianness by keeping tabs on the
local culture, diversity and customs to grow with society rather than as a separate entity.
Of course the experience in each store varies as individual stores are treated like a small
family with its own head of the family – Karta – the store manager. This is sometimes a
negative thing if the influence of the head or karta cannot be perceived or counted upon and
leads to vastly varied customer interactions, where one store scores over the other, within the
same locality, a very confusing thing for the customer. The standardization that one expects
with a multi city and store operation is somewhat lacking – whether in terms of merchandise
stocked, service offered or even just the overall intangible feel of vibrancy that exists in some
stores and is completely absent in others.
But this is definitely sidelined by the continuing success story of this store, where even a
recession has not dented their customer base – probably because they are perceived as being
‘on the customer’s side’.
2.1 Concept of Big Bazaar Family Center
The Family Center aims to build and nurture relationships with customers of multiple
communities, be they Bengalis, Christians, Muslims, Marwaris…becoming the preferred
shopping destination for their entire family. This store boasts a wide range of products
available across categories. From daily household needs of food and grocery to apparels,
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footwear, toys, luggage, kitchenware, bed and bath ware, home décor, furniture, electronics
and fine gold jewellery; Big Bazaar Family Centre have an exciting array of attractive offers,
deals and discounts, ensuring something for everyone in the family, to shop for, and a
maximum ‘value for money’ for all customers.
2.2 Location of the Store
Big Bazaar (Family Center)
Salarpuria Nova, No. 1 & 2,
Varthur Road, Old Madras Road,
Bangalore – 560027, Karnataka
Ph: (080) 4018 6666 / 48
2.3 Introduction to Big Bazaar, Old Madras Road (Bangalore)
In India when a customer needs something for home, a typical thought is to seek it from the
bazaar. A bazaar is a place where a complete range of product is always available to the
consumer. This is true all over India. As the store would offer a large mix of products at a
discounted price, the name big bazaar was finalized. That is how the store design was
finalized. The store should on one hand provide the customer the look and feel of a bazaar
and on the other hand should provide them a shopping experience.
The store design and layout tells a customer what the store is all about. It is a very strong
tool in the hands of the retailer for communicating and creating the image of the store in
mind of the customer. The design and layout of the store are a means of communicating the
image of the retail store. The primary consideration that a retailer takes into account while
choosing the look of his store is his target audience, their need and their buying behavior,
secondly the merchandise that he is going to sell.
OMR big bazaar (super center and hypermarket) is a 7floor building comprising of 13 home
line of business, 4 joint ventures with (Lee cooper, Loot mart, Dollar store, Navras gold
jewellery, sports) and few shop in shop. OMR big bazaar is the India’s biggest big bazaar
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with a 12000 per sq. feet sales. It comprises of built up area of 126655 sq. feet and retail area
of 65043 sq feet with average footfalls of 7000 customers per day. Big bazaar is coming up
of with more shop in shop so that they can cater to the needs of diverse culture of customers
coming to the store. Customer coming to big bazaar can shop, eat and entertain themselves
under one roof.
There are many promotional activities done in the store to promote the in house brands.
These activities are usually performed on big days in the week like Sundays, Saturday and
Wednesday. The activities done are fashion show to promote fashion @ big bazaar. Fashion
show was conducted in the exterior of the store by models that performed on the ramp
wearing big bazaar clothing. Other activities are small games such as quiz contest, fashion
show, etc. are been played to entertain customers and on the same front promote their
products. Wednesday bazaar is mostly targeted at house wife handling low budgets for the
week. Impulse bins are kept in areas where there are heavy footfalls and cash counters to
make customers buy the products.
2.4 Target Audience:
Big Bazaar targets higher and middle class customers.
The large and growing young working population is a preferred customer segment.
Big Bazaar specifically targets working women and home makers who are the
primary decision makers.
2.5 Features of Big Bazaar, OMR, Bangalore
In Big Bazaar, OMR following features are there:
1. OMR outlet focuses on all classes.
2. It is a one-stop shop, anything and everything which is in the market is present here.
3. Gaming section F.123 is there which cannot be found in all outlets
4. Unisex salon Star N Sitara is there.
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5. The food court is there where one can have refreshments and relax.
6. Lifts are there for convenience.
7. Photo section is there on the ground floor where one can take out prints in different
ways.
2.6 Ground Floor:
The ground floor comprises of food and non- food items. In short there are products which
are included in the daily necessities check list of the customers. When we enter in the store
we see vegetables and fruits on the right side and food items, personal care product on the
left. This floor mainly is known as food bazaar. It consists of following department such as:
1. food items
o chill zone
o chip zone
o hungry kya
2. non- food items
o personal care
o home care
o fabricleen
3. staples:
o basic staples
o cooking mediums
4. fruits and vegetables
5. photo shop
6. live kitchens
7. medical
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8. dollar store
9. liquor shop
2.7 1st Floor:
The first floor accommodates apparel department (men & ladies). Ladies and men
mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the
heavy discounts entice the customer to buy the products. One gets everything he/she needs in
apparels. The categories are:
1. Men wear
o men casuals
o men formals
o men denims & tees
o men nightwear
o men seasonal wear
o men accessories
o men sport wear
o men occasional wear
2. Ladies wear
o ladies accessories
o ladies nightwear
o ladies ethnic(dress materials, sari, kurtas etc)
o ladies western
o ladies western formals
o ladies western party wear
o ladies seasonal wear
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o ladies sportswear
3. Jewelry
4. Loot mart
5. Cosmetics
6. Customer Service Desk
2.8 2nd Floor:
This floor comprises of plastic, utensils and crockery this section is located on the 2nd floor to
push the crowd in upward direction and secondly the products kept here are planned
purchase products. It also comprises of few impulse buying products such as ladies hand
bags and foot wears this also helps in pushing the customer upwards in the store. Thus 2nd
floor comprises of the following categories:
1. Kids wear
o girls wear
o boys wear
o toddlers
o kids accessories
2. Kids games & toys
3. Soft toys
4. Sports equipments
5. Footwear
6. Luggage
7. Ladies handbags(jute cottage is a shop in shop
8. Hardware & auto accessories.
9. PUC (plastic, utensils & crockery)
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10. Cookware
11. Navras gold jewelry(shop in shop)
2.9 3rd Floor:
The floor is all about making your house look good. Yes, this floor is known as home bazaar.
Good quality with heavy discounts is what attracts customers to this floor modular kitchens,
bed rooms, living room, kids room are designed in different ways to give customers the idea
of how the colure schemes changes the look of the product. Co-ordinate presentation is an
effective way of display.
There are architect service been provide so that the customers can take the advice of the
architect and plan for the purchase. Customers can even customize the product. This floor
consists of the following:
1. Modular kitchens
2. Modular bed rooms
3. Modular living rooms
4. Kids room
5. Grab n go
6. Office furniture
7. Mattress
8. Home fashion
o bed sheets
o curtains
o carpets
o pillows
9. Home décor
10. Home lights
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11. Home accessories
2.10 4th Floor:
This floor is known as electronic bazaar. Customers who are gadgets lovers will enjoy
moving around this floor. This floor comprises of demo rooms where in the customer can see
the demo of different gadgets they would like to purchase. It also consists of part of home
bazaar. There is future money which provides instalment payment system for customers.
Categories on this floor are:
1. Home improvements
o floorings
o lockers & handles
o mirrors
o bathroom sets
2. Staples(SIS)
3. Depot
4. Electronic bazaar.
o white goods
o small appliances
o my things
o AC & geysers
o LCD
o audio
5. Future money
2.11 5th Floor:
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Here is where customers can eat, play and relax themselves after shopping. The restaurant at
OMR big bazaar have diverse food for customer from every culture Punjabi, chat, rolls,
juices, south Indian food, ice creams, Chinese etc. when the customer enters the 5 th floor the
first and foremost thing that he/ she sees is the display of the food dishes at the everyday low
prices.
There are buffet dinners and lunch on the main days of the week such as Sunday, Saturday.
Just along with the restaurant there is a game parlor wherein kids can enjoy themselves buy
just putting a coin inside the machine. On the other side of the floor is a beauty salon called
star $ sitara with quality service at reasonable prices that suits the big bazaar tag line “Isse
Sasta Aur Acha Kahi Nahi”.
1. Food court (restaurant)
2. Game zone
3. Beauty salon star $ sitara
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ABOUT THE PROJECT
3.1 Title of the Project
To do a catchment study within the radius of 6km for the Big Bazaar, Old Madras Road,
Bangalore.
3.2 Objective of the Study
The Research project has been carried out to aid Future Value Retail Limited and Big
Bazaar, OMR in knowing the lifestyle, preferences, etc. of the people from its catchment
area. It would also help the Company in offering services that the customer needs and also to
improve on some of the existing services of the Company. The objective of the project is:
1. To study the lifestyle and characteristics of the people belonging to the catchment
area.
2. To study what influences their buying decisions.
3. To study the awareness/satisfaction level of the people towards the initiatives taken
by the Big Bazaar, OMR.
4. To suggest ways to increase the foot falls in the Big Bazaar, OMR.
3.3 Purpose of the Study
To maintain and increase the foot falls in the Big Bazaar (OMR), Future Value Retail
Limited decided to have a thorough insight into the lifestyle and characteristics of the people
and what are the effects of the initiative it has taken, which depends upon the customer
perception of the product conception and their views towards the service provider, thus, the
feedback from the customers becomes all the more important.
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The Company wants to strengthen its service and product offering by gathering information
about the true market feedback. Future Value Retail Limited needs to know about the
customers’ preference and opinion in this regard.
PROCESS/METHODOLOGY OF STUDY
In business collection of raw data allows the managers to see the real scenario and then take a
decision as per the data obtained. There are several implications in this statement:
Future Value Retail Limited gets a clear picture of the catchment area of the Big
Bazaar (OMR) and current state of its service and level of successful implementation
of its initiatives.
They can examine the available information in the form of data to make a decision.
They can even get a clear picture of the scenario or potential of the offerings and also
their comparison with other sources of product availability.
This will help the company in making any decision.
The information can only be gathered by data collection and then analyzing the
available data.
Therefore, it can be said that the data collection is an important part of the project.
4.1 Procedure
The procedure that followed can be enlisted as below:
Knowing and Understanding the initiatives of Big Bazaar (OMR).
Deciding on the objective to proceed.
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InformationData
Raw numbers
Big Bazaar, OMR
Developing Survey instruments.
Conducting personal interviews and collecting data from the catchment area.
Finally analyzing the data
4.2 Process adopted
1. Gaining knowledge about the initiatives:
Going through the entire store setup of the Big Bazaar (OMR). Also a briefing by the
company officials helped in gaining sufficient knowledge about the initiatives taken. This
gave not only in depth knowledge about what is been offered by the company but also
proved useful while developing the questionnaire.
2. Steps in the Development of the Survey Instruments
The main instruments required for survey was a well-developed questionnaire. The
questionnaire development took place in a series of steps as described below:
Step 1: Research objectives are being transformed into information objectives
Step 2: The appropriate data collection methods have been determined
Step 3: The information required by each objective is determined
Step 4: Specific Questions/Scale Measurement format is being developed
Step 5: Question/Scale Measurement is being evaluated
Step 6: The number of information needed is being determined
Step 7: The Questionnaire and layout design is being evaluated
Step 8: Revise the Questionnaire layout if needed
Step 9: The Questionnaire format is being finalized
3. Customer Survey and interview:
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The people play an important part as a clear perception of people about the product can
be estimated and known. Studying the need levels of the people regarding the grocery and
other products can be observed. It was very useful in knowing about the requirements of the
people.
4.3 Research Design
A Primary Research was conducted:
The questionnaire was prepared for the catchment area of the Big Bazaar (OMR) and
following areas covered:
Current Satisfaction Level for customers
Changes observed by them in recent days
The preference for services offered
Their faith on organised retail format
For Big Bazaar (OMR) initiatives their awareness level
Their way of purchasing
Important criteria for choosing a particular method of purchase
Factors affecting their purchasing decisions
Their latent demands.
4.4 Sampling Plan
The entire area is divided into four major clusters depending on their location. Cluster ‘A’
comprises of Kasturi Nagar, Banaswadi, Ramamurthy Nagar and Dooravani Nagar; Cluster
‘B’ comprises of Indiranagar and Hoysala Nagar; Cluster ‘C’ comprises of C V Raman
Nagar and Kaggadaspura; and Cluster ‘D’ comprises of Ulsoor and Kodihalli.
4.5 Elements
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The target population of the study included the residents across the 6km radius of the Big
Bazaar (Old Madras Road).
Sample size: 400 Residents of the catchment area.
Method: Questionnaire along with interview
4.6 Research Methodology
(1) RESEARCH DESIGN
Descriptive research
Sample Survey – Residents across the 6km radius of the Big Bazaar (OMR).
Area of survey – Kasturi Nagar, Banaswadi, Ramamurthy Nagar, Dooravani Nagar,
Indiranagar, Hoysala Nagar, C V Raman Nagar, Kaggadaspura, Ulsoor and Kodihalli.
(2) DATA COLLECTION METHOD
Primary Data
(3) POPULATION DEFINATION
Residents across the 6km radius of the Big Bazaar (OMR), Bangalore.
(4) SAMPLING DESIGN
Convenience
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DATA COLLECTIONS
5.1 Data Collection Plan
Initially information was gathered through the company officials and website about the
products and offerings in the store of Big Bazaar (OMR). Then the residents across the 6km
radius of the store were contacted for their feedback and to gather information regarding their
lifestyle and characteristics.
5.2 Types of Primary Data collected
The following tools were used during the collection of primary data:
1. Personal Details :
These personal details help in categorising people on the basis of their age, sex, religion,
occupation, etc. to give a better and clear view of the demographics of the catchment area. It
helps in determining what category or group of people have what kind of purchasing
behaviour. The success of a retail outlet depends largely on knowing well its catchment area
and its demographics.
2. Lifestyle/Characteristics :
Lifestyle is a term to describe the way a person lives. It is a characteristic bundle of
behaviours that makes sense to both others and oneself in a given time and place. A good
knowledge of the lifestyle of the people would help the company in taking more effective
initiatives.
3. Attitudes/Opinions :
The questionnaire was used to get hold of individual’s preference, inclination and
requirement from the products that the Company offers to its customer. Attitude is an
important notion in the marketing literature, since it is generally thought that the attitudes are
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related to the behaviour of individual, due importance was accorded to this and noting made
based on interviews.
4. Awareness/Knowledge :
They are used in marketing research and refer to what respondents know about the product or
initiative For instance; here efforts have been made to find out the market awareness
regarding the new initiatives.
5. Intentions :
A person’s intentions refer to the individual’s anticipated or planned behaviour. The
research aims at finding out through the collected primary data the intentions of the people in
general about the Non-Fuel Revenue initiative through their implicit and explicit behaviour.
In this project the customers have been segregated as per their intentions about the initiative
of Big Bazaar (OMR). The intentions gathered are divided into the following groups:
People who visit Big Bazaar (OMR) and are satisfied.
People who visit Big Bazaar (OMR) and are not satisfied.
People who never visit Big Bazaar (OMR).
6. Motivation :
Through the questionnaire efforts have been made to find the hidden need or want of an
individual and whether these people can be tapped as the potential customer for Big Bazaar
(OMR) initiative.
7. Behaviour :
Behaviour concerns what subjects have done or are doing. Through the questionnaire the
behaviour of the individuals regarding the product and their responses have been found. If
the responses are favourable then the person can be said to be our potential customer. The
primary data serves as an important tool to measure the behavioural trend of the customer. It
helps in answering few vital questions like:
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Which factors will cause him to buy from Big Bazaar?
Where he expects from the company?
Which products he prefers?
Thus, it helps to draw a comparison between the Purchase and the observed behaviour of the
individuals.
5.3 Obtaining the Primary Data
The data collection was primarily done through communication. Communication involves
questioning respondents to secure the desired information, using a data collection instrument
called questionnaire.
5.4 Versatility
It is the ability of a technique to collect the information on the many types of primary data of
interest to marketers. It has also been found that some of the people do not answer truthfully
to all the questions especially in the case of the personal details.
5.5 Limitations
There was difficulties/obstacle faced during the initial part of the project, which were
however overcome successfully. To list:-
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COMMUNICATION
Degree of structureStructured
Degree of DisguiseUndisguised
Method of AdministrationPersonal Interview
Big Bazaar, OMR
1. It was difficult to break the ice with the common people initially. It was a daunting
task to convince them to fill in the personal details of the questionnaire.
2. To convince the people for a proper interviewing process is also difficult.
3. Some of the people were not sure about the facility which they would like to have at
the retail outlets.
5.6 Primary Data collection Details
The survey was conducted across 6 km radius of the Big Bazaar (OMR), Bangalore.
The survey was conducted across Kasturi Nagar, Banaswadi, Ramamurthy Nagar,
Dooravani Nagar, Indiranagar, Hoysala Nagar, C V Raman Nagar, Kaggadaspura,
Ulsoor and Kodihalli.
The total number of respondents for the survey was 191.
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OBSERVATIONS, ANALYSIS & DISCUSSION
6.1 Findings
CLUSTER – ‘A’: Kasturi Nagar, Banaswadi, Ramamurthy Nagar and Dooravani Nagar.
KASTURI NAGAR:
Less than 100002%
10000 - 2000031%
20000 - 3000044%
30000 - 4000017%
More than 400007%
Monthly Family Income
Home-maker11%
Service65%
Self-employed11%
Retired6%
Student6%
Others2%
Occupation
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Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Kasturinagar most of the families are double income family with both husband and
wife working.
In an average they go 3 - 4 times for shopping in a month while their average number
of monthly visit to Big Bazaar (OMR) is limited to hardly 1 time.
The people belong to several communities without any particular community
dominating, though no of Hindu families from North India are more.
BANASWADI & RAMAMURTHY NAGAR:
Less than 100004%
10000 - 2000038%
20000 - 3000042%
30000 - 4000011%
More than 400004%
Monthly Family Income
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Home-maker8%
Service35%
Self-employed31%
Retired12%
Student12%
Others4%
Occupation
Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Banaswadi and Ramamurthy Nagar most of the families are into service and IT
professionals.
In an average they go 3 - 4 times for shopping in a month while their average number
of monthly visit to Big Bazaar (OMR) is limited to hardly 1 time.
The people belong to Hindu community with number of Malayalam speaking people
more.
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DOORAVANI NAGAR:
Less than 100002%
10000 - 2000031%
20000 - 3000039%
30000 - 4000020%
More than 400008%
Monthly Family Income
Home-maker9%
Service62%
Self-employed18%
Retired6%
Student3%
Others3%
Occupation
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Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Dooravaninagar most of the families are into service with less number of house
wives. Here many people are self employed also.
In an average they go 3 - 4 times for shopping in a month while their average number
of monthly visit to Big Bazaar (OMR) is limited to hardly 1 time.
The people belong to Hindu community with number of Malayalam and Kannad
speaking people more.
CLUSTER – ‘B’: Indiranagar and Hoysala Nagar.
INDIRANAGAR:
10000 - 2000035%
20000 - 3000048%
30000 - 4000010%
More than 400008%
Monthly Family Income
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Home-maker31%
Service52%
Self-employed8%
Retired4%
Student2%
Others2%
Occupation
Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Indiranagar most of the families are into service but most of the women are house
wives.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) is also 3 - 4 times.
The people belong to Hindu community with number of Hindi speaking people more.
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HOYSALA NAGAR:
Less than 100002%
10000 - 2000027%
20000 - 3000044%
30000 - 4000019%
More than 400008%
Monthly Family Income
Home-maker53%Service
34%
Self-employed6%
Retired2%
Student2%
Others2%
Occupation
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Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Hoysalanagar most of the families are into service but most of the women are
house wives.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) is also 3 - 4 times.
The people belong to Hindu community with number of Hindi speaking people more.
But Malayalam speaking people are also there in good number.
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CLUSTER – ‘C’: C V Raman Nagar and Kaggadaspura.
C.V. RAMAN NAGAR:
Less than 100002% 10000 - 20000
8%
20000 - 3000055%
30000 - 4000031%
More than 400004%
Monthly Family Income
Home-maker18%
Service66%
Self-employed12%
Retired3%
Student1%
Occupation
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Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In C V Raman Nagar most of the families are into service but most of the women are
house wives. The people here are more into Government job.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) is also 3 - 4 times.
The people belong to Hindu community with number of Hindi speaking people more.
KAGGADASPURA:
Less than 100001% 10000 - 20000
13%
20000 - 3000063%
30000 - 4000019%
More than 400004%
Monthly Family Income
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Home-maker52%
Service32%
Self-employed13%
Retired2%
Student1%
Occupation
Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Kaggadaspura most of the families are into service but the most of the women are
again house wives.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) is also 3 - 4 times.
The people belong to Hindu community with number of Hindi speaking people more.
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CLUSTER – ‘D’: Ulsoor and Kodihalli.
ULSOOR:
Less than 100001% 10000 - 20000
12%
20000 - 3000058%
30000 - 4000023%
More than 400006%
Monthly Family Income
Home-maker29%
Service48%
Self-employed10%
Retired3%
Student10%
Others1%
Occupation
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Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Ulsoor most of the families are into service but the most of the women are
working.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) varies somewhere around 2 times.
The person does not belong to any particular community with number of Hindu and
Christian families comparatively more.
KODIHALLI:
Less than 100003%
10000 - 2000030%
20000 - 3000060%
30000 - 400006%
More than 400002%
Monthly Family Income
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Home-maker34%
Service52%
Self-employed9%
Retired2%
Student3%
Occupation
Television Newspaper Internet Magazine Hoardings0
1
2
3
4
5
6
7
Exposure Level to the Media
In Kodihalli most of the families are into service but the women are mostly home
maker.
In an average they go 3 - 4 times for shopping in a month and their average number
of monthly visit to Big Bazaar (OMR) varies somewhere around 2 times.
The people belong to all the communities without any particular or specific pattern.
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6.2 Customer Satisfaction Level for various attributes on a scale of 5
(1 – Unsatisfied and 5 – Satisfied)
Assistance in Buying
Enquiry Handling
Time Taken for Billing
Varieties Available
Pricing
Facilities (like drinking water & wash-room)
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
In Big Bazaar (OMR), people are not satisfied with the time taken for billing.
People seemed to be the most satisfied with the pricing of the products among all the
attributes.
Surprisingly people seemed to be most unsatisfied with the facilities like drinking
water and wash room while they seemed to be quite happy with the parking facility
available.
6.3 Certain Common Findings for the entire Catchment
93% of the people from the catchment area subscribe to ‘The Times of India’.
The buying decisions in almost all the families are taken on the need basis. In cluster
‘A’ the major decisions are taken by both husband and wife together while in cluster
‘B’ and ‘C’ the decisions are mostly dominated by the wives.
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People from cluster ‘A’ and ‘D’ never use the ‘Home Delivery’ service of the Big
Bazaar. While the number of people availing the ‘Home Delivery’ service in cluster
‘B’ and ‘C’ is also very less.
The people generally depends on the newspaper and television for the information
regarding various offers and schemes where as the internet is also gaining popularity
very fast.
The house wives from cluster ‘B’ and ‘C’ depends largely on the friends and relatives
for gaining knowledge regarding various offers and schemes.
In total 50% of the respondents does not have any suggestions in order to enhance the
quality and the type of services to be provided at the Big Bazaar (OMR).
73% of the people generally visit the retail outlets with their parents, spouse and
children and 24% with their friends and relatives.
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SWOT ANALYSIS OF BIG BAZAAR (OMR)
Strengths:
In Big Bazaar we can get a large variety of goods under one roof.
Here good quality goods are available at reasonable prices.
A large percentage of customers come from the growing Indian middle class.
It has a good security system.
It has a good brand name.
Weaknesses:
Specific items are not consistently available.
Billing process takes a lot of time.
The location of the store is difficult to reach due to various constructions.
The offers and schemes fail to attract the youth.
Opportunities:
There remains a large future scope for the retail industry in India, as incomes
rise and consumption increases.
Evolving consumer preferences towards the hyper-markets.
Threats:
Competition from current Indian retail companies like Hyper-city, Total,
More and other unorganised retail outlets.
Possible future competition from international retail companies like Wal-
Mart.
Smaller specialty shops and informal shops are sometimes able to avoid
taxes, offering lower total prices to customers. Even because they are not
earning that much of profits compare to these big companies and they are not
paying the taxes.
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CONCLUSIONS
All the conclusions have been drawn from the data gathered through interviews with the
customers based on the questionnaire and personal interviews.
Cluster ‘A’ of the catchment area comprising of Kasturi Nagar, Banaswadi,
Ramamurthy Nagar and Dooravani Nagar is a “Red Area” without contributing any
significant number of footfalls in the Big Bazaar (OMR).
In cluster ‘A’, people generally goes 3 to 4 times in a month for shopping while they
hardly visit once in a month to the Big Bazaar (OMR).
Kasturi Nagar specially is a huge factor for low footfalls in the Big Bazaar (OMR),
being close it should contribute more where as the case is just opposite.
People in Kasturi Nagar are mostly IT professionals with double income families.
Those who goes to the Big Bazaar prefers that in White Field instead of Old Madras
Road as they say it is convenient for them to go there.
In cluster ‘A’ the major competition is faced from the Hyper-city, More and Spencer.
Cluster ‘B’ comprising of Indiranagar and Hoysala Nagar and Cluster ‘C’ comprising
of C V Raman Nagar and Kaggadaspura is a “Green Area” contributing significantly
to the number of footfalls in the Big Bazaar (OMR). Whereas cluster ‘D’ comprising
of Ulsoor and Kodihalli has shown a mixed response towards the preference of
shopping with the Big Bazaar (OMR).
The people of cluster ‘B’ and ‘C’ are into service and most of them under
Government service. 61% of the women are home maker while 29% are working.
These women prefer shopping with the Big Bazaar (OMR) and are quite satisfied
with its service.
In cluster ‘B’, ‘C’ and ‘D’ the major competitor of Big Bazaar (OMR) is Spar.
The youth belonging to the age group of 16 to 23 years does not find it exciting and
attracting shopping with the Big Bazaar (OMR) which is also a major cause for the
less number of footfalls.
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RECOMMENDATIONS
Infrastructure
Much cannot be done to improve the roads from Kasturinagar to the store as flyovers
are under construction and lot of other development activities going on, but what Big
Bazaar could do is provide ample space for parking so that people can come from
there in their own convenience.
Other in-store facilities such as drinking water and washroom should be maintained
nicely and hygienically and provisions should be made to clearly communicate this to
the customers.
Services
Billing is a major part of the shopping experience in a retail outlet and hence required
to be paid an extra attention. The billing should be quick and without any mistakes.
Any discrepancies should be handled immediately with great care and understanding
of the customer needs.
Proper training should be given to the deliveryman/serviceman to inform the
customers about the initiative by the company in a better way and to assist them
properly in their shopping.
The offers and schemes should be made clear to the customers before they go for a
purchase in order to avoid confusions and dissatisfaction after purchase. A special
help desk should be there for making people understand all the available offers and
schemes and to suggest them which offers or schemes would better serve their needs.
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Product Placements
In the ‘personal care’ section the space for people to move is very less causing
discomfort to them, which could be made more spacious so that people can move
freely.
The food court and gaming zone present in the 5th floor is not known to most of the
people, hence it should be advertised more prominently and in an attractive way in
the ground floor and 1st floor where almost all the people coming to the store goes
once.
Promotions
Various offers and schemes should be launched targeting the working women. A
home maker is easily drawn towards the various offers of the Big Bazaar (OMR)
whereas for working women some special offers should be there to attract them. And
special steps should be taken to ensure that the news and publicity regarding these
initiatives reaches to their target audiences.
In order to attract the youth the place should be promoted as a hangout place. For this
mere advertisements would not do the job but a strong ‘word of mouth’ is required.
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REFERENCES
Books:
1. Churchill & Brown;Basic Marketing Research;Thomas Publications,5th edition
2. William O. Bearden, Richard G. Netemeyer, Mary F. Mobley; Handbook of
Marketing Skills; SAGE Publications.
3. “Malhotra Naresh(2002),Marketing Research” , Prentice Hall of India.
4. “Marketing Mangement”, 13th Edition by “Kotler, Keller, Koshy and Jha”.
5. “Business Research Methods”, Tata McGraw Hill, 9th edition.
6. The marketing White Book 2010-2011, Businessworld.
Websites:
1. www.futuregroup.in
2. www.pantaloonretail.in
3. www.google.com
4. www.hindubusinessline.com
5. www.scribid.com
6. www.wikipedia.com
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APPENDIX – 1 (QUESTIONNAIRE)
Sir/Madam,
This research study is a part of my project. This is a general study to get the basic
knowledge of your shopping habits which would help Big Bazaar to serve you better. I thank
you for your co-operation and assure you complete confidentiality of the information you
will so kindly, sincerely and patiently share with us.
A1. Gender Male Female
A2. Marital Status Unmarried Married
A3. AgeA4. Monthly
Family income
(Rs.)
A5. Education A6. Occupation A7. Religion
Less than
18
Less than
10,000
Secondary
(class 10) pass Home maker Christian
18 to 25 10,000 –
20,000
Higher
Secondary (class
12) pass
Service Hindu
25 to 35 20,000 –
30,000 Undergraduate
Self-
employed Muslim
35 to 45 30,000 –
40,000 Graduate Retired Sikh
45 to 55 More than
40,000 Postgraduate Student
Others (please
specify)
__________
More than
55
Others (please
specify)
__________
A8. What language do you speak in your home? _______________
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A9. Which is your main festival? _______________
B1. How many times you go for shopping in a month?
0 1 2 3 4 5+
B2. Who accompanies you most often when you go for shopping?
Parents / Spouse / Children Friends / Relatives Colleagues Alone
B3. Who takes the final decision about choosing and buying a particular product?
Parents Children Spouse Self Friends Colleagues Others (Please Specify)
______
B4. Where would you look for information about the various offers and schemes?
Parents / Spouse / Children Friends / Relatives Colleagues Newspaper
Internet Television Magazines Hoardings Others (Please Specify)
_______
B5. Which daily Newspaper(s) you subscribe?
Times of India Hindu Vijay Karnataka Prajavani Others (Please Specify)
_______
Please grade the following questions on the given 1 to 7 scale: (1-never, 7-always)
B6. What is the extent of your exposure to Television? 1 2 3 4 5 6 7B7. What is the extent of your exposure to Newspapers? 1 2 3 4 5 6 7B8. What is the extent of your exposure to Internet? 1 2 3 4 5 6 7B9. What is the extent of your exposure to Magazines? 1 2 3 4 5 6 7B10. What is the extent of your exposure to Hoardings? 1 2 3 4 5 6 7
C1. Where do you buy your daily use products from?
Total Hypercity Big Bazaar More Reliance fresh
Local Stores Exclusive Stores Other ______
C2. How many times you visit to a Big Bazaar in a month?
0 1 2 3 4 5+
C3. If never, why so?
_________________________________________________________________________
_________________________________________________________________________
C4. How will you rank Big Bazaar on the basis of following attributes?
(1 – Very good; 2 – Good; 3 – Average; 4 – Poor; 5 – Very poor)
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Assistance in Buying 1 2 3 4 5
Enquiry Handling 1 2 3 4 5
Time Taken for Billing 1 2 3 4 5
Varieties Available 1 2 3 4 5
Pricing 1 2 3 4 5
Facilities (like drinking water, parking & wash-room) 1 2 3 4 5
C5. Have you used the ‘Home Delivery’ service of the Big Bazaar? Yes No
If yes how would you rank it on the basis of above mentioned scale? _____
Suggestions:
________________________________________________________________________
________________________________________________________________________
Please give your name, address, e-mail address and contact number(s) below:
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
I sincerely thank you for giving up a part of your valuable time and parting with very useful
information which will help me a great deal in my research project.
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