Professional Documents
Culture Documents
5%
Rs. 10000-20000
50%
Rs. 20000-50000
20%
25%
INCOME GROUP
5%
Below 10000
25%
10000-20000
50%
20000-50000
More than 50000
20%
10
very status conscious and their psychology is such type that they dont prefer much to
visit big bazaar as it is a discounted store.
Weekly
Monthly
29%
34%
Quarterly
23%
On unplanned basis
14%
14%
Weekly
17%
Monthly
Quarterly
58%
On a unplanned basis
11%
11
basis for
64%
36%
70%
60%
50%
40%
30%
64%
20%
36%
10%
0%
yes
no
Shopping
Outing
Both
60%
10%
30%
13
Garment Outlet
25%
Footwear Outlet
Food Court
10%
25%
Entertainment
Gift Corner
20%
10%
Others
10%
30%
25%
20%
15%
10%
5%
0%
Garment OutletFootwear Outlet Food Court
14
Entertainment
Gift Corner
Others
From this analysis I came to know that most of the people tend to visit garment outlets
in a mall other than big bazaar as it has some exclusive branded outlets. People go for
watching movies to mall for entertainment. Yet a few people visits gift corners and
other stores in a mall. This is of course a threat for big bazaar that it is not able to
attract customers from other retail outlets and retain them with it. Big bazaar should
definitely include more products in its product category in order to bring in the
customers of mall to it and retain them with it. It can include some of the exclusive
outlets of cloths and others in it in order to attract the choosy customers.
15
Clothes
Grocery
Leather Item
Electronic Item
Gift Item
Any other Item
30%
40%
5%
10%
5%
10%
Leather Item
Grocery
Clothes
0%
20%
40%
60%
80%
customers and also it should keep more qualitative products of gift and leather items
so that people would go for more purchase of these items from it. Big bazaar has
many local branded products of grocery and it is successfully selling it.
17
11%
16%
22%
22%
29%
EXPENDITURE PATTERN
11%
29%
16%
Below Rs.1000
1000-2000
2000-3000
3000-4000
More than 4000
22%
22%
From this I interpret that most of the customers purchase goods in bulk which leads
them to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase
18
more goods from big bazaar as it provides goods at a discounted rate. Probably those
persons who spend more in a visit to big bazaar are purchasing on a monthly basis.
Those customers who are spending very less money are mostly coming in just to
move around big bazaar and spend time. In the process they used to spend money on
food items and also purchase some products while roaming in it.
More discounts shall be provided to people who does bulk purchase. This will
encourage people to purchase more products.
19
10%
1-2 hour
15%
2-3 hour
35%
3-4 hour
22%
18%
35%
30%
25%
20%
35%
15%
22%
10%
5%
10%
15%
18%
Series 1
0%
20
As per the given data I interpret that customers are very product choosy now a days
and thats why they spend a lot of time in shopping in big bazaar. Probably customers
might even be spending more time in big bazaar as it provides a very nice ambience
and atmosphere for the people to shop in. Hence those persons who spend hour or less
than an hour in big bazaar are those persons who just come to purchase limited
products and come only because of low pricing of products. People also spend much
time in it but purchase very few goods. The sales personnel should focus on the
people who take long time in shopping and purchases a lot and provide special kind of
service to them as they are the major customers.
21
40%
Weekends
60%
22
10 A.M - 1 P.M
8%
1 P.M 3 P.M
17%
3 P.M 6 P.M
35%
6 P.M 10 P.M
40%
8%
17%
10 A.M - 1 P.M
40%
1 P.M 3 P.M
3 P.M 6 P.M
6 P.M 10 P.M
35%
23
bazaar shall provide some special offerings during day time so that more people
should come in during day time. It could offer some special kind of product in
daytime which will be not available during evening time. In this way it will bring in
more number of people during day time for getting the special kind of products but
along with that it will be able to sale other products as people do a lot of impulse
buying at big bazaar.
24
Yes
50%
No
Sometimes
40%
10%
10%
yes
50%
no
Sometimes
40%
they purchases goods. Some couples come to mall and go to food bazaar to have food
together and to have chit chat among them. The customer who comes with a planned
list of products purchases more products than that of the customers who comes
without any planned list of products. So big bazaar should provide more variety and
promotion of essential goods so that more number of people should come in with a
planned list of products.
26
10%
50%
40%
Customers search for brands mostly in apparel section. Some customers also pre
decides the brand on the local manufactured grocery products of big bazaar. Big
bazaar should include more of the branded products in its each category so that
customers have more options to choose among the brands. This will bring in more
number of people to big bazaar which will definitely increase the sales.
28
Cloths
Grocery
Gift Items
Electronic Items
Leather Items
Any Other Item
40%
20%
10%
15%
5%
10%
29
30
Series1
Interpretation: This graph shows that cloths and grocery are the only two items on
which customers mostly prefer the brands that is 40% and 20%. 10% brand preference
is on gift items and 15% is on electronic items. Brand preference on leather items is
5% and 10% on any other item.
Electronic
Leath Items
er Ite
G
m
G
ro
ift
ce
I te
ry
m
s
From this I interpret that some of the products brand are pre decided in advance and
for some of the products customers dont at all pre decide any brand. The customers
tem
er I
Oth
Any
45%
Cash Payment
55%
Credit Card
19%
Debit Card
26%
26%
Cash Payment
Credit Card
55%
19%
Debit Card
32
Price
Service
Ambience
Product Variety
Product Quality
Convenience
38%
18%
11%
14%
15%
4%
40%
35%
30%
25%
20%
38%
15%
10%
5%
18%
11%
14%
15%
4%
0%
33
provided by big bazaar. Around 4% of customers also said that convenience is also
another factor which leads them to come to big bazaar. Product quality is only 15%
which encourages the customers to come to big bazaar.
From this analysis I interpret that big bazaar is a well known for its prices. People
mostly come to big bazaar as they get products at cheap prices under one roof. It is
also clearly known that big bazaar sales its goods at a discounted price as compared to
the market. Even it provides a good service and ambience to its customers which
encourages them to visit big bazaar more and more times. Big bazaar should try and
produce more qualitative products so that customers can get more satisfaction and
would never think of not doing shopping in big bazaar.
34
17%
Good
29%
Ok
36%
Poor
13%
Very poor
5%
40%
35%
30%
25%
20%
36%
29%
15%
10%
17%
13%
5%
5%
0%
Very good
Good
Ok
Poor
Very poor
35
Yes
65%
No
35%
36
35%
no 65%
yes
37
As per the given data I analyze that most number of people tend to purchase goods
from nearby kirana store even if they come to big bazaar. I can conclude from this that
a kirana store is a competitor of big bazaar. Some customers never go for shopping in
kirana store as of it does not have much variety option available with it. Probably they
are more interested in having a shopping experience rather than to just go and
purchase goods from kirana store.
38
10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with
all the specialty stores of different products which provide goods at a discounted rate
all through the year.
11. The major players in retail industries are Big bazaar, The Tata Groups (Croma),
Vishal Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.
40
Big bazaar is a hypermarket store where varieties of products are being sold on
different product category. It has emerged as a hub of shopping specially for middle
class people.
41
Different types of products starting from a baby food to pizzas all are available under
one roof. In Delhi it is the middle class people who mostly do marketing from big
bazaar. Even most of the people do their monthly shopping from big bazaar. People
not only visit big bazaar to do shopping but also visit for outing purpose as it provides
a very nice ambience to its customers. As people go to malls they just tend to move
around big bazaar whether it is for shopping purpose or for outing purpose. Grocery,
apparels and food items are the products which are demanded most by the customers
of Delhi in big bazaar. As it is surveyed it seems that the biggest competitors of big
bazaar are the kirana stores, discounted specialty stores like Vishal mega mart, Delhi
bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar etc.
42
43
The service of the sales person is needed to be improved. Personal care should
be taken by the sales person for the customers so that the customers feel good.
During the off peak hours big bazaar should provide some offers to its
customers so that people would be encouraged to come to big bazaar during
off peak hours. The customers who are present in the mall during the off peak
hours of big bazaar will definitely go in to big bazaar if surprise offers are
made at that time.
44
Bibliography
Websites:
1. http://www.fmi.uni-sofia.bg/vesta/virtual_labs/freq/freq2.html, Accessed on
28/02/2012 at11.30 am.
2. http://www.ltcconline.net/greenl/courses/201/descstat/mean.htm on 4\03\12 at
6 pm.
3. http://www.experiment-resources.com/convenience-sampling.html on 3\03\12
at 4 pm.
4. http://knowledge.wharton.upenn.edu/india/article.cfm?articleid=4300,
Accessed on 25/02/2012 at 1.30 pm.
Books :
1. Kotler Philip, Marketing Management, (Pearson
45
ANNEXURE A
Questionnaire
1
Age: -
Gender: -
Profession: -
Weekly
Monthly
Quarterly
On unplanned basis
Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?
a) Yes
b) No
If yes then what are the other retail outlets do you intend to visit in a mall (choose
any one)?
a
Garment Outlet
Footwear Outlet
Food Court
Entertainment
Gift Corner
Any Other
b. Outing
c. Both
5. What type of products do you mostly purchase in Big Bazaar(choose any one)?
a. Cloths
b. Grocery
c. Leather Item
d. Electronic Item
e. Gift Item
f. Any other Item
47
9. Which time of the day do you mostly prefer to visit Big Bazaar?
a. 10am 1pm
b. 1pm - 3pm
c. 3pm-6pm
d. 6pm 10pm
10. Do you go with a planned list of products to be purchased from Big Bazaar?
a) Yes
b) No
c)some time
11. Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes
b) No
c) Depends on category
12. In which categories of product do you pre-decide the brands(choose any one)?
a
Cloths
Leather Items
Electronic Items
Grocery
Gift Items
b) Credit Card
c)Debit Card
14. What encourages you to visit Big Bazaar (choose any one)?
a
Price
Service
c Ambience
c
Product Variety
Product Quality
Convenience
48
15 How would you rate the services of the sales personnel in Big Bazaar on a 1 5
scale?
Very good
Good
Ok
Poor
Very poor
b) No
49