A STUDY ON CUSTOMER PREFRENCE ANALYSIS AND EXPECTATION IN BIG BAZAAR, NEW DELHI Submitted in the partial fulfillment of the requirements For the award of the degree in
PGDBM By GYAN RANJAN Reg. No.: BIMO8MB050 In partial fulfillment of requirements for award of the degree of
Post Graduate Diploma in Management (PGDM) Bharatiya Vidya Bhavan, Bhubaneswar Kendra, Orissa,
April 2010 Under the Guidance of: Internal Guide Mr H.N CHOUDHARY
Bhubaneswar Kendra
Bhavan’s Institute of Management and communication # 9, Kharavela Nagar
1
Bhubaneswar – 751001, Orissa , April 2010
STUDENTS DECLARATION
I here by undertake and declare that this submission is my original work and, to the best of my knowledge and belief, it contains no material previously published or written by another person nor material which has been accepted for the award of any other degree or diploma of any Institute or other University of higher learning, except where due acknowledgment has been made in the text.
GYAN RANJNA ( BIM0308BM050)
2
CERTIFICATE OF GUIDE
This is to certify that the report entitled:
A Study on Customer preference analysis & expectation in Big Bazar.
Submitted by Mr GYAN RANJAN (RegnNo.BIM0308BM050) Bharatiya Vidya Bhavan, Bhubaneswar Kendra, Orissa towards partial fulfillment of the requirements for the award of the Degree of
Post Graduate Diploma in Management (PGDM) is a bonafide record of the work carried out by him under my supervision and guidance.
DATE;
PLACE:
SIGNATURE OF THE CANDIDATE
3
CERTIFICATE OF APPROVAL This is to certify that the report entitled:
A Study on customer preference analysis & expectation in Big Bazar.
Submitted by Mr. GYAN RANJAN (Regn No. BIM0308BM050), Bharatiya Vidya Bhavan, Bhubaneswar Kendra, Orissa towards partial fulfillment of the requirements for the award of the Degree of
Post Graduate Diploma in Management (PGDM) is a bonafide record of the work carried out by her under the able guidance Mr.H.N CHOUDHARY of Bharatiya Vidya Bhavan, Bhubaneswar Kendra, Orissa.
Dean
Director (Academics)
Director General
4
ACKNOWLEDGEMENT
This acknowledgement is a way of expressing my heartfelt gratitude towards those who are working in the organization “BIG BAZAR”, DELHI who made the dissertation report an enjoyable experience, something, which I would cherish forever. I would also like to thank Mr.H.N CHOUDHARY for their wholehearted support and guidance throughout the summer training.
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CONTENT
CHAPTER
PAGE NO.
SL. NO. Executive Summary CHAPTER-1 INTRODUCTION COMPANY PROFILE INDUSTRY PROFILE CHAPTER-2
7 8 9 10 22 24
2.1 2.2 2.3 2.4 2.5
NEED FOR THE STUDY SCOPE OF THE STUDY OBJECTIVES OF THE STUDY LIMITATION OF THE STUDY REVIEW OF LITERATURE CHAPTER-3
25 25 26 27 28 30
3.1
RESEARCH METHODOLOGY CHAPTER-4
31 32
4.1
DATA ANALYSIS AND INTERPRETATION
32
1. 1.1 1.2 1.3 2.
3. 4
5
CHAPTER-5 5.1 5.2 5.3 5.4 5.5
FINDING SUGGESTION CONCLUSION BIBLIOGRAPHY ANNEXURES & QUESTIONNAIRE
6
65 66 68 69 70 71
EXECUTIVE SUMMARY Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities. The research titled ‘A Study on the customer preference analysis which influences customer to purchase a product of Big Bazaar’ helps us to understand the effect of customer preference which is responsible for attracting customer towards big bazaar This study helpful to top level management to improve the present things of BIG BAZAAR. The report deals with the impact of customer preference which attracting customer towards big bazaar. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR, with the sample size of 200 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.
7
CHAPTER-1
8
INTRODUCTION
Customer preference analysis is really a call to action. By understanding the preference formation components and the preference expectation evaluations by group or segment of customers, companies can design response strategies that are truly responsive to vital customer expectations and that differentiate in the marketplace. Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities. The research titled ‘A Study on the customer preference analysis which influences customer to purchase a product of Big Bazaar’ helps us to understand the effect of customer preference which is responsible for attracting customer towards big bazaar This study helpful to top level management to improve the present things of BIG BAZAAR. The report deals with the impact of customer preference which attracting customer towards big bazaar. The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR, with the sample size of 200 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.
9
COMPANY PROFILE
Pantaloon PANTALOON Retail (India) Limited a future group venture
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over 1000 stores across 61 cities in India and employs over 30,000 people. The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, 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, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection i, selling home furniture products and E-Zone focused on catering to the consumer electronics segment. Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. 10
Pantaloon Retail is the flagship company of Future Group, a business group catering to the entire Indian consumption space. 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. The group’s flagship company, Pantaloon Retail (India) Limited operates over 10 million square feet of retail space, has over 1,000 stores and employs over 30,000 people. Future Group is present in 61 cities and 65 rural locations in India. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format, futurebazaar.com. Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that 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. Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner.” The group considers ‘Indian-ness’ as a core. value and its corporate credo is - Rewrite rules, Retain values. Futurebazaar.com is owned and operated by Future Bazaar India Ltd., a subsidiary of Pantaloon Retail (India) Limited
Future Group Manifesto: “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet 11
unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create_future_scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need.We will not just post satisfactory results, we will write success stories.We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our Indian
consumer
to
their
needs
understanding of the of
tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Rewrite Rules. Retain Values.
Group Vision: Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
Group 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.
12
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. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
Big Bazaar: Big Bazaar is a chain of department stores in India, currently with 92 stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It works on the same economy model as Wal-Mart and has considerable success in many Indian cities and small towns. The goods are supplied from the
MUMBAI branch of Big Bazaar. The Big Bazaar, DELHI
branch consists of 200 employees. It has 18 departments. The functional areas in Big Bazaar are Human resource, marketing, IT, admin, commercial, tailoring and logistics. The departments are given below. 1.
Medicine bazaar (TULSI)
2.
Mobile bazaar
3.
Men’s wear
4.
Women’s wear
5.
Kids wear
6.
Foot wear
7.
Luggage
8.
Electronics bazaar
9.
Furniture
10.
Home linen& Home décor
13
11.
Depot
12.
Crockery
13.
Utensils
14.
Future money
15.
Plastics
16.
Toys
17.
Food Bazaar
18.
Customer service desk
The sales persons working there are well trained to serve the customers. They are getting promotion as team leader for their best performance with increase in salary and incentives are also given. Employee discount cards are given to every employee for their purchasing in Big Bazaar. The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. It is the biggest and the fastest growing chain of department store and aims to have 150 by June 2009 and 350 stores by the end of year 2010. Currently Big Bazaar stores are located only in India. Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian consumers. At Big Bazaar, we can get the best products at the best prices - that’s what they guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience. Many Big Bazaar stores have a grocery department and vegetable section called the Food Bazaar. Big Bazaar stores in Metros have a gaming area and kids' play area for entertainment. These have proven to be very popular as a hang-out area for people of all age groups.
LINES OS BUSINESS: 14
E-TAILING FOOD BOOKS/MUSIC FASHION TELECOM/IT HOME/ELECTRONICS GENERAL MERCHANDISE LEISURE/ENTERTAINMENT
Board of Directors: Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. He has led Pantaloon Retail’s emergence as the India’s leading retailer operating multiple retail formats that now cater to almost the consumption basket of a large section of Indian consumers. Kishore Biyani led the company’s foray into organized retail with the opening up of the Pantaloons family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a uniquely Indian hypermarket format that democratized shopping in India. It blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality. This was followed by a number of other formats including Food Bazaar, Central and Home Town. 15
The year, 2006 marked the evolution of Future Group, that brought together the multiple initiatives taken by group companies in the areas of Retail, Brands, Space, Capital, Logistics and Media. Kishore Biyani advocates ‘Indianness’ as the core value driving the group. The group’s corporate credo is ‘Rewrite Rules, Retain Values.’ Kishore Biyani was awarded the Ernst & Young Entrepreneur of the Year 2006 in the Services Sector and the Lakshmipat Singhania - IIM Lucknow Young Business Leader Award by Prime Minister, Dr. Manmohan Singh in 2006. He was also awarded the CNBC First Generation Entrepreneur of the Year 2006.
Kishore Biyani was born in August, 1961 and is married to Sangita and they have two daughters. He recently authored a book, ‘It Happened In India’ that captures his entrepreneurial journey and the growth of modern retailing in India.
Mr. Gopikishan Biyani – Wholetime Director Mr. Rakesh Biyani – Wholetime Director Mr. Ved Prakash Arya – Director Mr. Shailesh Haribhakti – Independent Director Mr. S. Doreswamy – Independent Director Dr. D.O. Koshy – Independent Director Ms. Anju Poddar – Independent Director Ms. Bala Deshpande – Independent Director
16
Mr. Anil Harish – Independent Director
Awards and Recognition: Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar The Coca-Cola Golden Spoon Awards 2008, were given away for the first time as a culmination of the ‘Food Forum India 2008’ – a two day convention which saw the participation of leading brands, retailers & retail support organizations from across the globe. The awards were presented to honour enterprise, innovation and achievement in the food retailing business as a benchmark of excellence.
The Reid & Taylor Awards For Retail Excellence 2008 Retail Leadership Award: Kishore Biyani Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office Improvements: HomeTown
The Reid & Taylor Awards for Retail Excellence are an important feature of the Asia Retail Congress - Asia’s single most important global platform to promote world-class retail practices - and are aimed at honouring the best, in Asian Retail scenario. India played host to Asia Retail Congress 2008.
17
Growth of the Organization (since its inception, & the milestones) Company Timeline Major Milestones 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand. 1991 Launch of BARE, the Indian jeans brand. 1992 Initial public offer (IPO) was made in the month of May. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. 1995 John Miller – Formal shirt brand launched. 1997 Pantaloons – India’s family store launched in Kolkata. 2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.
18
2002 Food Bazaar, the supermarket chain is launched. 2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first seamless mall is launched in Bangalore. 2005 Fashion Station - the popular fashion chain is launched aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched 2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund in division. Plans forays into insurance and consumer credit. Multiple retail formats including Collections, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali. 2007 Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. 2008 Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets.Big Bazaar crosses the 100-store mark, marking one of the fastest ever expansion of a hypermarket format
Organizational Structure (Zonal) President
Vice President
19
Marketing Manager
HR manager
Marketing Head HR Head
Category Manager
Category Head
Finance Manager Operation Manager
Finance Head
MISSION AND VISSION
20
Store Head
INDUSTRY PROFILE
Introduction to Retail Industry
21
In India, organized retail constitutes about 3% of total retail and is poised to reach 15-20% in the next few years, which translates into a 40% CAGR. 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 fueled 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 US $ 300 billion at present, value retailing has the scope to almost double……. Retail is India’s largest industry, according 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 favorable 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 of shopping has altered in terms in terms of format and consumer buying behavior, ushering in a revolution in shopping India. Modern retail has entered India as seen in sprawling shopping centers, multi-stored 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 24 years, unclear families in urban areas, along with increasing workingwomen 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 US $312 billion Organized retailing comprises only 2.8 per cent of the total retailing market and is estimated at around US$8.7 billion.
22
23
CHAPTER-2
NEED FOR THE STUDY The present study is undertaken to understand the impact of customer services provided by Big Bazaar. The study will be helpful in finding out the profile, preferences, perception and satisfaction level of the customers who visit the outlet of Big Bazaar at wazirpur , New Delhi
24
SCOPE OF THE STUDY
•
The study was aimed at measuring the customer’s satisfaction level towards customer preference in big bazaar through well designed questionnaires.
•
The study may help the company to device new strategies.
•
The study will also help the company to know about the demographics of the customers and their respective choices for products.
•
To know the customer’s view and factors related to preference that attracts them to purchase from the hypermarket.
•
The study will help the company to identify its pitfalls and also how to improve them.
OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE SECONDARY OBJECTIVE
25
1. Primary objective:
a) To identify the customer preference for big bazaar
2. Secondary objective:
a) b) c) d)
To identify the needs of customer To identify the satisfaction level of customer To find out the various promotional activities done in big bazaar To study the effectiveness of promotional activities done in big bazaar
LIMITATION OF THE STUDY
•
The survey was limited only to the customers of Big Bazaar outlet at Wazirpur stores in New Delhi. 26
•
A sample size of only 200 respondents could be taken.
•
Time is the major limiting factor as the available time for survey was only three months.
•
The accuracy of the findings is trusted by the accuracy of the statistical tools used for analysis.
Few respondents were reluctant while answering the questions due to their busy schedule
REVIEW OF LITERATURE
Customer preference analysis
Customer preference analysis is the process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Customer preference analysis should be centered on the key concept that customer satisfaction is the main goal. Customer preference analysis can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. 27
A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Customer preference analysis often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which might include advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. As Big Bazaar is a hypermarket, we are going to analyze the 7P’s of marketing mix handled by them in order to know about their effective sales with regarding to their customers opinion.
7P’s -Marketing mix: Product: The product management and product marketing aspects of marketing deal with the specifications of the actual goods or services and how it relates to the end-user’s needs and wants. Pricing: The process of setting a price for a product including discount. Promotion: Refers to the various methods of promoting the product/service, brand or company which includes advertising, sales promotion, publicity and personal selling. Placement:
28
The locations for distribution, which explains how the products get to the customer. People: All people that are directly or indirectly involved in the consumption of a service are an important part of the Extended Marketing Mix. Knowledge workers, employees, management and consumers often add significant value to the total product or service offering. Process: Procedure, mechanisms and flow of activities by which services are consumed (customer management processes) are an essential element of the marketing strategy. Physical Evidence: The ability and environment in which the service is delivered. Both tangible goods that help to communicate and perform the service, and the intangible experience of existing customers.
CHAPTER-3 29
RESEARCH METHODOLOGY
RESEARCH PLAN: Research approach:- SURVEY METHOD
RESEARCH INSTRUMENT: The research instrument used for collecting primary data were the questionnaire
METHODOLOGY ADOPTED FOR THE STYDY: •
Observing the working of various department like finance, safety, human resources, production, purchasing etc.
•
Discussion with the company executives, managers and employees.
•
Visiting and surfing website of the company 30
•
Customer survey.
•
Type
-
Descriptive research
•
Sampling Unit
-
Customers purchase at Big bazaar, wazirpur
•
Sample Size
-
200
•
Sampling Method
-
Random Sampling
•
Research method
-
Survey
•
Type of data
-
Primary data
Research instrument
- Structured questionnaire
31
CHAPTER-4 GENDER Male Female
No. of respondent 81 119
Percent 40.5 59.5
GENDER
TABLE: 1 TABLE SHOWING THE GENDER OF RESPONDENTS
CHART: 1. CHART SHOWING THE GENDER OF RESPONDENTS
32
Inference: From the above table it is clear that 40.5% of respondent were male and 59.5% of respondent were female
AGE TABLE: 2. TABLE SHOWING AGE OF RESPONDENTS Age group
No. of respondent
Percent
18-20
37
18.5
21-30
82
41
31-50
68
34
Above 50
13
6.5 33
CHART: 2. CHART SHOWING AGE OF RESPONDENTS
Inference: From the above table it is clear that 18.5% of respondent belongs to the age group of 18-20, 41% of respondent belongs to the age 21-30, 34% of respondent belongs to the age 31-50 and 6.5% of respondent belongs to the age 50 above.
NO.OF FAMILY MEMBERS TABLE: 3.TABLE SHOWING NO. OF FAMILY MEMBERS No. of member
No. of respondent
Percent
2
14
7
3
40
20
4
53
26.5
Above 5
93
46.5
34
CHART: 3. CHART SHOWING NO. OF FAMILY MEMBERS
Inference: From the above table it is clear that the highest no. of family size is about 46.5%, next come the family size is 26.5%, than 20% family size of respondent and the minimum family size of respondent is 7%.
BUY PRODUCT FROM BIG BAZAAR
TABLE: 4. TABLE SHOWING BUY PRODUCT TO BIG BAZAAR
35
reasons
No. of respondent
Percent
Myself
71
35.5
Family
122
61
Office
7
3.5
CHART: 4. CHART SHOWING BUY PRODUCT TO BIG BAZAAR
Inference: From the above table it is clear that the highest no. of respondent buy product by family is about 61%, the next is to whom the respondent buy the product is myself is about 35.5%, and the minimum to whom the respondent buy the product is office about 3.5%
FREQUENCY OF VISIT TO BIG BAZAAR
TABLE: 5. TABLE SHOWING FREQUENCY OF VISIT IN BIG BAZZAR 36
Period
No. of respondent
Percent
Once in a week
42
21
Once in a month
87
43.5
Once in two month
53
26.5
Rare
18
9
CHART: 5. CHART SHOWING FREQUENCY OF VISIT IN BIG BAZZAR
Inference: From the above table it is clear that around 43.5% respondent visit big bazaar once in a month, 26.5% of them visit once in two month, 21% visit once in a week and remaining 9% visit rarely in big bazaar
CHOOSE BIG BAZAAR FOR SHOPPING
TABLE: 6. TABLE SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.
37
Reason
No. of respondent
Percent
Quality of product
23
11.5
Price
70
35
Availability of all product in one Floor Convenient for shopping
47
23.5
33
16.5
Customer service
27
13.5
CHART: 6. CHART SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.
Inference: From the above table it is clear that the 35% of respondent prefer big bazaar for the price of the product, 23.5% prefer big bazaar for the availability of all product under one roof, 16.5% prefer for the convenient shopping , 13.5% prefer for the customer service of big bazaar and remaining 11.5 prefer product for their quality.
SECTION LIKE MOST
TABLE: 7. TABLE SHOWING SECTION LIKE MOST. Section
No. of respondent 38
Percent
Home and kitchen items
14
34.5
Bags & luggage
15
7.5
Mobiles & camera
7
3.5
Electronic goods
54
27
Garments
41
20.5
CHART: 7. CHART SHOWING SECTION LIKE MOST.
Inference: From the above table it is clear that the 34.5% of respondent would like to purchase home and kitchen appliances more, 27% prefer to purchase electronic goods from big bazaar, 20.5% prefer to purchase garments, 7.5% prefer to purchase bags and luggages, and remaining 3.5% prefer mobiles and camera.
RANKING THE SECTION OF BIG BAZAAR TABLE: 8. TABLE SHOWING RANK OF SECTION. Section
Highly satisfied
satisfied
Neither satisfied nor dissatisfied 39
Dissatisfied
Highly dissatisfied
Home & kitchen items Bags & luggage Toys & games Mobiles & camera Electronics items
22
88
61
21
8
67
51
52
25
5
49
50
81
12
8
15
22
39
83
41
25
51
57
37
30
CHART: 8. CAHRT SHOWING RANK OF SECTION.
Inference: From the above table it is clear that the most of the respondent are satisfied to home and kitchen items .
PREFER THE SHOP APART FROM BIG BAZAAR
TABLE: 9.TABLE SHOWING SHOP APART BIG BAZAAR Views
No. of respondent
40
Percent
Yes
166
83
No
34
17
CHART: 9.CHART SHOWING SHOP APART BIG BAZAAR
Inference: From the above table it is clear that 83% of respondent were prefer other shop apart big bazaar and 17% not prefer any other shop apart big bazaar.
PREFER OTHER THAN BIG BAZAAR
TABLE: 10. TABLE SHOWING PREFER OTHER THAN BIG BAZAAR. Shop name
No. of respondent 41
Percent
Reliance fresh
68
34
Vishal mega mart
40
20
More
21
10.5
Shoppers stop
16
8
Others
55
27.5
CHART: 10.CHART SHOWING PREFER OTHER THAN BIG BAZAAR.
Inference: From the above table it is clear that the 34% of the respondent prefer to purchase product from the reliance fresh , 27% from other shop, 20% from vishal mega mart, 10.5% prefer more, and remaining 8% from the shoppers stop.
COME TO KNOW ABOUT BIG BAZAAR
42
TABLE: 11. TABLE SHOWING COME TO KNOW ABOUT BIG BAZAAR. Sources Advertisement Friends Internet Others
No. of respondent 157 33 45 13
Percent 78.5 16.5 22.5 6.5
CHART: 11. CHART SHOWING COME TO KNOW ABOUT BIG BAZAAR.
Inference: From the above table it is clear that a majority of respondent are aware about big bazaar through the various newspaper, t.v. advertisement about 78.5%, 22.5% through the internet, 16.5% through their friends and remaining 6.5% come to know through others.
KNOWLEDGE ABOUT BIG BAZAAR
TABLE: 12. TABLE SHOWING KNOLEDGE ABOUT BIG BAZAAR. Sources
No. of respondent
Percent
Leaflets
27
13.5 43
Newspaper
111
55.5
Banner
26
13
Auto announcement
26
13
Others
10
5
CHART: 12. CHART SHOWING KNOLEDGE ABOUT BIG BAZAAR.
Inference: From the above table it is clear that the highest no. of respondent get knowledge about big bazaar through newspaper about 55.5%, 13.5% through leaflets, 13% through banner and auto announcement, remaining 5% through others.
AGREE WITH PUNCH LINE
TABLE: 13.TABLE SHOWING AGREE WITH PUNCH LINE. Agree Yes
No. of respondent
Percent
113
56.5
44
No
87
43.5
CHART: 13. CHART SHOWING AGREE WITH PUNCH LINE.
Inference: From the above table it is clear that the 56.5% majority of respondent agree with the punch line and 43.5% not agree with big bazaar punch line.
RATE OF ACTIVITIES TABLE: 14. TABLE SHOWING RATE OF ACTIVITIES. Work
Highly satisfied
satisfied
dissatisfied
Highly dissatisfied
39
Neither satisfied nor dissatisfied 61
Activity
44
40
16
Advertisement 86
53
48
8
5
45
Punch line
56
62
77
4
1
Offers
88
67
32
13
0
Discount
96
34
63
7
0
Arrangement of product
33
51
96
20
0
CHART: 14. CHART SHOWING RATE OF ACTIVITIES.
Inference: From the above table it is clear that most of the people are highly satisfied to discount, offers and advertisement of the big bazaar
SERVICE OFFERED BY BIG BAZAAR
TABLE: 15.TABLE SHOWING SERVICE OFFERED BY BIG BAZAAR. Section
Highly satisfied
satisfied
Service
12
37
Neither satisfied nor dissatisfied 73
46
Dissatisfied
Highly dissatisfied
46
32
Quality
22
29
39
68
42
Price
89
63
34
11
3
Availability of product Billings rules
112
53
32
3
0
12
30
61
40
57
Display of product Customer service
33
51
96
20
0
26
45
116
10
3
CHART: 15. CHART SHOWING SERVICE OFFERED BY BIG BAZAAR.
Inference: From the above table it is clear that the most of the people highly satisfied with the availability of product and price in big bazaar
47
CALCULATION OF WEIGHTED AVERAGE: BEST SECTION OF BIG BAZAAR TABLE 8:- Showing the distribution of samples surveyed on the Basis of attributes. are totally five attributes.The Researcher has applied weighted Average method for
There Deciding
upon the factor that dominates amongst the five Table:8(a):- Showing the distribution of sample surveyed on the basis of” HOME AND KITCHEN ITEM” attribute through weighted average method.
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
88
440
2
4
61
244
3
3
22
66
4
2
21
42
5
1
8
8
200
800
Weighted Average
=
Sample Weight/Frequency =
800/200
=
4
48
Table:8(b):- Showing the distribution of sample surveyed on the basis of” bags and luggages” attribute through weighted average method.
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
67
335
2
4
52
208
3
3
51
153
4
2
25
50
5
1
5
5
200
751
Weighted Average
=
Sample Weight/Frequency =
751/200
=
200
Table:8(c):- Showing the distribution of sample surveyed on the basis of” toys and games” attribute through weighted average method. 49
RANK
WEIGHT
FREQUENCY
1
5
81
SAMPLE WEIGHT 405
2
4
50
200
3
3
49
147
4
2
12
24
5
1
8
8
200
784
Weighted Average
=
Sample Weight/Frequency
=
784/200 =
3.92
Table:8(d):- Showing the distribution of sample surveyed on the basis of” mobiles and cameras” attribute through weighted average method.
50
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
83
415
2
4
41
164
3
3
39
117
4
2
22
44
5
1
15
15
200
755
Weighted Average
=
Sample Weight/Frequency
=
755/200 =
3.8
Table:8(e):- Showing the distribution of sample surveyed on the basis of” electronic item” attribute through weighted average method
51
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
57
285
2
4
51
204
3
3
37
111
4
2
30
60
5
1
25
25
200
685
Weighted Average
=
Sample Weight/Frequency
=
685/200 =
3.4
INTERPRETATION:- from Table 8(a) to 8(e).
52
According to the interpretation of weighted- average method, more priority is given for the attributes in the following order. a.
Homes & kitchen item
b.
Toys and games
c.
Mobiles and cameras
d.
Bags and luggages
e.
Electronics item
Hence from the above it is clear that the people are like most “ home and kitchen items” section.
CALCULATION OF WEIGHTED AVERAGE:-
53
SERVICE PROVIDED IN BIG BAZZAR
TABLE 15:- Showing the distribution of samples surveyed on the Basis of attributes. There are totally five attributes.The Researcher has applied weighted Average method for Deciding upon the factor that dominates amongst the five Table:15(a):- Showing the distribution of sample surveyed on the basis of” ” attribute through weighted average method.
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
73
365
2
4
46
184
3
3
37
111
4
2
32
64
5
1
12
12
200
736
Weighted Average
=
Sample Weight/Frequency =
736/200
=
3.68
Table:15(b):- Showing the distribution of sample surveyed on the basis of” QUALITY” attribute through weighted average method.
54
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
68
340
2
4
42
168
3
3
39
117
4
2
29
58
5
1
22
22
200
705
Weighted Average
=
Sample Weight/Frequency
=
705/200 =
3.56
Table:15(c):- Showing the distribution of sample surveyed on the basis of” PRICE” attribute through weighted average method.
55
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
89
445
2
4
63
252
3
3
34
102
4
2
11
22
5
1
3
3
200
824
Weighted Average
=
Sample Weight/Frequency
=
524/200 =
4.12
Table:15(d):- Showing the distribution of sample surveyed on the basis of” AVAILABILITY OF PRODUCT” attribute through weighted average method.
56
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
112
560
2
4
53
212
3
3
32
96
4
2
3
6
5
1
0
0
200
874
Weighted Average
=
Sample Weight/Frequency
=
874/200 =
4.37
Table:15(e):- Showing the distribution of sample surveyed on the basis of” BILLING RULES” attribute through weighted average method.
57
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
61
305
2
4
57
228
3
3
40
120
4
2
30
60
5
1
12
12
200
725
Weighted Average
=
Sample Weight/Frequency
=
725/200 =
3.62
Table:15(f):- Showing the distribution of sample surveyed on the basis of” DISPLAY OF PRODUCT” attribute through weighted average method.
58
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
96
480
2
4
51
204
3
3
33
99
4
2
20
40
5
1
0
0
200
823
Weighted Average
=
Sample Weight/Frequency
=
823/200 =
4.11
Table:15(g):- Showing the distribution of sample surveyed on the basis of” CUSTOMER SERVICE” attribute through weighted average method.
59
RANK
WEIGHT
FREQUENCY
SAMPLE WEIGHT
1
5
116
580
2
4
45
180
3
3
26
78
4
2
10
20
5
1
3
3
200
861
Weighted Average
=
Sample Weight/Frequency
=
861/200 =
4.30
INTERPRETATION:- from Table 15(a) to 15(g).
60
According to the interpretation of weighted- average method, more priority is given for the attributes in the following order. a.
Availability of product
b.
Customer service
c.
Price
d.
Display of product
e.
Service
f.
Billing rules
g.
quality
Hence from the above it is clear that the “ availability of product” is the best service provided by big bazaar.
ANALYSIS OF VARIANCE(ANNOVA)
61
TABLE:3. Showing the distribution of samples surveyed on the basis of “FREQUENCY OF VISIT AND GENDER”.
GENDER /FREQUENCY
MALE
FEMALE
Once in week
17
25
42
Once in a month
35
52
87
Once in two month
22
31
53
Rare
7
11
18
total
81
119
200
MALE
FEMALE
17
25
35
52
22
31
7
11
81
119
H0:- The customers are not uniformly distributed among male and female.
H1: The customers are uniformly distributed among male and female. 62
C.F = (GRAND TOTAL)2 = (200)2 /8 = 5000. No. of observation
(Total sum of square)TSS = (172+352+222+72+252+522+312+112) – C.F (289+ 1225 + 484 +49 + 625 + 2704 +961 +121) -5000 6458 – 5000 = 1458
(Sum of square of deviation)SSC = (81)2 + (119)2 – 5000 4 =1640.25 + 3540.25 – 5000 =180.5
(Total sum of squares within sample)SE2 = TSS –SC2 =1458 - 180.5 = 1277.5
63
ANNOVA TABLE SOURCE OFVARIATIONS
COLUMN
ERROR
TOTAL
SUM OF SQUARE
180.5
1277.5
1458
DEGREE FREDOM
MEAN SUM OF SQARE
2 – 1 =1
MC2 =180.5 /1 = 180.5
8–2=6
ME2 = 1277.5 / 6 = 212.92
F.CAL
MC2 / ME2 = 180.5 / 212.92 =0.848
8 – 1 =7
F. TAB
DECISION
C.V < T.V F 0.05 1, 6 =5.99
WE ACCEPTED H0
CONCLUSION: The calculated value is less than tabulated value, so that null hypothesis(H0) is accepted, i.e, customers are not uniformly distributed among male and female.
64
CHAPTER-5
FINDING: 65
59.5% WERE ARE FEMALE RESPONDENT
AGE GROUP OF BETWEEN 21-30 VISIT MORE IN BIG BAZAAR
HIGHEST RESPONDENDENT FAMLIY SIZE IS MORE THAN 5 AND MINIMUM IS 2.
BIG BAZAAR PRODUCT BOUGHT BY THE FAMILY MEMBER MORE THAN THE MYSELF AND OFFICE
MOST OF PEOPLE VISIT IN THE BIG BAZAAR ONCE IN A MONTH.
MOST OF PEOPLE PREFER BIG BAZAAR DUE TO AVAILABILITY OF ALL PRODUCT IN ONE FLOOR AND SOME PEOPLE IGNORE DUE TO QUALITY OF PRODUCT
MAXIMUM NO. OF PEOPLE LIKE ELECTRONICS GOODS SECTION AND THAN GARMENTS SECTION.
PEOPLE HIGHLY SATISFIED TO BAGS AND LUGGAGES AND HIGHLY DISSATISFIED TO TOYS AND GAMES.
83% PEOPLE PEFER OTHER SHOP APART BIG BAZAAR.
PEOPLE PREFER RELIANCE MORE APART BIG BAZAAR AND PREFER LESS SHOPPER STOP.
66
MOST OF THE PEOPLE AWARE AND GOT KNOWLEDGE ABOUT THE BIG BAZAAR THROUGH NEWSPAPER AND T.V.
AMONG 200 PEOPLE ONLY 113 PEOPLE AGREE TO THE PUNCH LINE OF BIG BAZAAR i.e. “ ISSE ACHA AUR SASTA KAHIN NAHIN”.
PEOPLE HIGHLY SATISFIED WITH THE OFFERS OF BIG BAZAAR.
PEOPLE HIGHLY SATISFIED TO THE AVAILABILITY OF PRODUCT AND HIGHLY DISSATISFIED TO THE BILLING PROCESS OF BIG BAZAAR.
67
SUGGESTIONS
Customer service should be improved.
Proper training should be given to employees as to how to attract more customers and how to retain them. Seating facilities could be provided since there are aged people visiting the store. Price of products could be reduced inorder to attract more valuable customers. More branded products could be introduced. All the billing counters should be kept opened even during the week days. Variety of products with good quality should be brought in. Improve the billing process.
68
CONCLUSION
The research work is done with a very definite proposition of finding the customer satisfaction and expectation in Big bazaar, Wazirpur New Delhi. People prefer more branded and variety of products with good quality.
Customers also feel that there should be proper customer service. As customer satisfaction plays a vital role, it has to be concentrated on seriously.
In conclusion, matching customer expectation and satisfaction through proper service of marketing activities will improve company reputation and create loyal customers.
69
BIBLIOGRAPHY
BOOKS
1. C.R.Kothari ‘Research Methodology Methods and techniques’, Revised 2nd Edition, New
Age International Publishers, 2004
2. Philip Kotler, ‘Marketing Management’, Revised Edition, Prentice Hall of India, New Delli, 2006.
3. Philip Kotler and Kevin Lane Keller, ‘Marketing Management’, Dorling Kinersley(India) Pvt Ltd, 2007 Websites 1.www.bigbazaar.com 2.www.pantaloon.com 3.www.workforce.com
70
QUESTIONNAIRE A STUDY ON CUSTOMERS PREFERENCE FOR BIG BAZAAR AT NEW DELHI
Name: - _______________________________________________________
Gender: - □ Male
Age: -
18 – 20yr
□ Female
□ 21 – 30yr
□ 30 -50yr
□ 50 above
1. No. of Family Members: a) 2 b) 3 c) 4 d) 5 and above
2. Whom do you buy products for from big bazaar?
a) Myself
b) Family
c) Office
3. What is the frequency of your visit to Big Bazaar?
a) Once in a Week
b) Once in a Month c) Once in Two Months
d) Rare
4. What made you choose big bazaar for shopping?
a) Quality of the products
b) Price
c) Availability of all products in one place
d) Convenient for shopping e) Customer service 71
5. Which section you like most?
a) Home and Kitchen items and Cameras
b) Bags and Luggage c) Toys and Games
d) Mobiles
e) Electronic Goods
6. Rank the various sections of Big Bazaar
Sections Home and Kitchen items Bags and Luggage Toys and Games Mobiles and Cameras Electronic Goods
1
2
3
4
5
7. Rate your satisfaction level for the services offered by Big Bazaar
Services Quality
1
2
3
Price Availability of products Billing facilities Display of products Customer 72
4
5
Service 1 – Highly satisfied 2- Satisfied 3 – Neither satisfied nor dissatisfied 4 – Dissatisfied 5 – Highly dissatisfied
8. Do you prefer any other shop apart from big bazaar?
a) Yes
b) No
9. If yes, specify the reason____________________
10. Which of the following you prefer other than Big Bazaar?
□ Reliance Fresh
□ Vishal Mega Mart
□ Subhiksha
□ Shoppers Stop
□ Others: - ___________________________
11. How did you come to know about Big Bazaar?
a) Advertisements
b) Friends
c) Internet
73
d) Others, Specify _______________
12. Are you aware of the offers from Big Baazar?
a) Yes
b) No
13. Which of the following means was most helpful in increasing your knowledge about big bazaar and its product?
Leaflets
Newspaper
Banner
Auto announcement
Other…………….
14. Big bazaar punch line is “ isse acha aur sasta kahin nahin” do you agree with this? a) Yes
b)No
15. Rate the following:
Activity Advertisement s Punch Line Offers Discounts Arrangement of products
1
2
3
1 – Highly satisfied 2- Satisfied 3 – Neither satisfied nor dissatisfied 4 – Dissatisfied 5 – Highly dissatisfied
74
4
5
Any Suggestions: _____________________
75
