A STUDY ON CUSTOMER PREFERENCE ON WEDNESDAY BAZAAR

AT BIG BAZAAR CHENNAI

By

RAJESH.S

(211413631190)
Of

PANIMALAR ENGINEERING COLLEGE

SUMMER TRAINING REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

AUGUST-2014
 PANIMALAR ENGINEERING COLLEGE
(A CHRISTIAN MINORITY INSTITUTION)

JAISAKTHI EDUCATIONAL TRUST

BANGALORE TRUNK ROAD
VARADARAJAPURAM, NASARATHPETTAI,
POONAMALLEE, CHENNAI - 602 102

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE
This is to certify that this project report titled --- A Study on Customer preference on
Wednesday Bazaar at big bazaar Chennai---- is the bonafide work ofMr.Rajesh.S ---who
carried out the research under my supervision. Certified further, that to the best of my
knowledge the work reported herein does not form part of any other project report or dissertation
on the basis of which a degree or award was conferred on earlier occasion on this or any other
candidate.

Internal Guide Head of the Department

 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Our Chairman Dr. JEPPIAAR M.A.,
B.L., Ph.D., for providing excellent environment and infrastructure and for his valuable support
throughout the course of study.

I express my deep sense of gratitude and thanks to Our Secretary and Correspondent
Dr.P.CHINNADURAI, M.A., Ph.D., and I express my sincere thanks to Our Directors Mrs.
C.VIJAYA RAJESWARI, Mr. C.SAKTHIKUMAR, M.E., M.Phil., and Mrs.
SARANYASREE SAKTHIKUMAR, B.E. I also express my gratitude to my Principal Dr.
K.MANI M.E., Ph.D.for providing all the required facilities for the successful completion of
this project work.

I take this opportunity to express my gratitude to the Dean & Head of the Department
of Management studies, Dr. V.MAHALAKSHMI M.L., M.B.A., Ph.D., for providing me an
opportunity and Mrs. E.RAMYA JAYALAKSHMI M.B.A., M.Phil., who has given me
guidance to do this project work.

This project would not have been successful without the help of Mr. P. Dhayaneswaran
of senior personnel of company.

Last but not least I would like to thank all the employees of Big Bazaar who have directly
or indirectly helped me with their moral support for the completion of my project.

RAJESH.S
 TABLE OF CONTENTS

S.NO CONTENTS Page No.

Abstract i

List of tables ii

List of charts iii

1 Introduction 1

2 Industry Profile 2

3 Company Profile / Product Profile 4

4 Research Methodology 17

5 Results and Discussions 20

6 Summary of Findings and Suggestions 33

7 Conclusion 35

BIBLIOGRAPHY 36

ANNEXURE 37
 ABSTRACT

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 Customer preference on Wednesday Bazaar in Big

Bazaar at Chennai helps us to understand the effect of customer preference on Wednesday
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 on Wednesday sales.

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 descriptive research & survey research. The instrument
used for the data collection was observation & questionnaire. The target respondents were the
visitors of BIG BAZAAR on Wednesday, with the sample size of 50 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.
 LIST OF TABLES

Page
S. No TITLE
No
1. TABLE SHOWING THE GENDER OF RESPONDENTS 20
2. TABLE SHOWING AGE OF RESPONDENTS 21
3. TABLE SHOWING NO. OF FAMILY MEMBERS 22
4. TABLE SHOWING BUY PRODUCT TO BIG BAZAAR 23
5. TABLE SHOWING PARTICULAR DAY OF VISIT IN BIG BAZAAR 24
TABLE SHOWING WEDNESDAY OFFERS FROM BIG BAZAAR ARE
6.
USEFUL 25

TABLE SHOWING THE THINGS NEED TO BE BETTER ON

7.
WEDNESDAY BAZAAR 26

TABLE SHOWING THE DISCOUNT RATE ON WEDNESDAY

8.
BAZAAR IS USEFUL FOR ALL KIND OF AGE PEOPLE 27

TABLE SHOWING THE MOST DISCOUNT OFFER PRODUCT ON

9.
WEDNESDAY BAZAAR 28

10. TABLE SHOWING PREFER OTHER THAN BIG BAZAAR 29

11. TABLE SHOWING CHOOSE BIG BAZAAR FOR SHOPPING 30
12. TABLE SHOWING SECTION LIKE MOST
31
13. TABLE SHOWING RATE OF ACTIVITIES
32
 LIST OF CHARTS

Page
S.No TITLE
No
1 CHART SHOWING THE GENDER OF RESPONDENTS 20
2 CHART SHOWING AGE OF RESPONDENTS 21
3 CHART SHOWING NO. OF FAMILY MEMBERS 22
4 CHART SHOWING BUY PRODUCT TO BIG BAZAAR 23
5 CHART SHOWING PARTICULAR DAY OF VISIT IN BIG BAZAAR 24
CHART SHOWING WEDNESDAY OFFERS FROM BIG BAZAAR
6 25
ARE USEFUL
CHART SHOWING THE THINGS NEED TO BE BETTER ON
7 WEDNESDAY BAZAAR 26

CHART SHOWING THE DISCOUNT RATE ON WEDNESDAY

8 BAZAAR IS USEFUL FOR ALL KIND OF AGE PEOPLE 27

CHART SHOWING THE MOST DISCOUNT OFFER PRODUCT ON

9 WEDNESDAY BAZAAR 28

10 CHART SHOWING PREFER OTHER THAN BIG BAZAAR 29

11 CHART SHOWING CHOOSE BIG BAZAAR FOR SHOPPING 30

12 CHART SHOWING SECTION LIKE MOST 31

13 CHART SHOWING RATE OF ACTIVITIES 32

 1. INTRODUCTION

Big Bazaar is a chain of Hypermarkets in India, with more than 290 stores in operation. It is a
subsidiary of future group of venture Ltds, and follows the business model of US-based Wal-
Mart.

Facilities offered by Big Bazaar Online shopping: Big Bazaar has an official website,
FutureBazaar.com, which is one of the most favorite sites among people of India for online
shopping. Future Bazaar is an online venture of Future Group, which sells an assortment of
products such as fashion, which includes merchandise for men and women, mobile accessories,
mobile handsets and electronics like home theatres, video cameras, digital camera, LCD TVs,
kitchen appliances and many more.

The research titled A Study on Customer preference on Wednesday Bazaar in Big

Bazaar at Chennai helps us to understand the effect of customer preference on Wednesday
which is responsible for attracting customer towards Big Bazaar. This study helpful to top level
management to improve the present things of BIG BAZAAR.

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse
Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number of
customers is observed. Sabse Sasta Din: With a desire to achieve sales of Rs 26 Crore in a one
single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply
create a day in a year that truly belonged to Big Bazaar.

As the customer orientation and innovation of Big Bazaar is the bottom line in each of our
retail success stories is "know your customer". Insights into the soul of Indian consumers - how
they operate, think, dream and line - helps us innovate and create differentiating functionally. As
India's largest retailer, we understand the importance of innovation. We rethink strategies and
realign businesses with increasing agility to provide diverse customer groups with refreshingly
different retail experiences.
 2. INDUSTRY PROFILE

Introduction:

The retail industry is a sector of the economy that is comprised of individuals and
companies engaged in the selling of finished products to end user consumers. Multi-store retail
chains in the U.S. are both publicly traded on the stock exchange and privately owned.

Types of Businesses in the Retail Industry:

Generally, any business that sells finished merchandise to an end user is considered to be
part of the retail industry. Sales figures and economic data is sometimes reported separately for
restaurants and automotive-related businesses, but by definition they are considered to be
members of the retail industry as well.

Two Types of Retailers in the Industry:

Store Retailers Those engaged in the sale of products from physical locations which
warehouse and display merchandise with the intent of attracting customers to make purchases on
site.

Non-Store Retailers Those engaged in the sale of products using marketing methods which
do not include a physical location. Examples of non-store retailing include:

Infomercials
Direct Response television advertising
Catalogue Sales
In-Home Demonstrations
Vending Machines
E-commerce
Multi Level Marketing
Retail Industry Trends:

Retail technology - particularly the integration of internet shopping with mobile phone
devices - will be the hottest trend in the U.S. retail industry in 2011- Frugality and conscious
consuming are expected to continue in U.S. retailing in 2011 due to continuing high
unemployment and underemployment.

Retail Industry Outlook:

As was predicted in the Deloitte report, 2008 Industry Outlook: A Look Around the
Corner, U.S. retailing is still struggling due to the housing market crash, the financial
meltdown, high gas prices, and chronic unemployment.
 3. COMPANY PROFILE

Big Bazaar is the largest hypermarket chain in India. Big Bazaar is designed as an
agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise
including fashion and apparels, food products, general merchandise, furniture, electronics, books,
fast food and leisure and entertainment sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They
offer a wide variety of household items including retail apparels, food products, general
merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure and
entertainment sections. The hypermarket chain crossed the 100 store mark in 2008.

Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, eZONE,
Hometown, futurebazaar.com, and KB's Fair Price, apart from Big Bazaar.

Big Bazaar was introduced by the Future Group in September 2001 with the opening of
its first four stores in Kolkata, Indore, Bangalore and Hyderabad within a period of 22 days.
Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format selling apparel,
cosmetics, accessories and general merchandise. Over the years, the retail chain has included in
its portfolio a wide range of products and services, ranging from grocery to electronics.

The current retail formats of the Future Group include Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this
entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is
popularly known as the Indian Wal-mart today.

In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI
Bank and launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar
store was also launched at High Street Phoenix mall in Mumbai, marking the retailers entry into
dedicated food retail.

In 2003, Big Bazaar made its foray into small towns and cities. The first store in this
category was launched that year in Nagpur. The franchise also welcomed its 10 millionth
customer at its new store in Gurgaon in the same year.
 Over the next two years, Big Bazaar consolidated its position in the Indian retail
landscape. This phase of growth included the setting up of the Mumbai store in Lower Parel,
which registered a record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005,
the first Big Bazaar Exchange Offer was launched, which has quickly gained popularity among
customers.

In 2006, further changes in loyalty marketing took place with the launch of the
housewife-centric credit card, Shakti. Jewellery store Navaras was also launched that year
within Big Bazaar stores which became the first store-in-store concept to be launched by the
brand. Another dedicated retail format launched in 2006 is Furniture Bazaar.

In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and expanded its
retail footprint to 50 stores.

The following year, 2008, witnessed by far the fastest growth in terms of retail expansion
for Big Bazaar, with the launch of the 101st store. Joining the league of Indias Super brands and
voted among the top ten service brands in the country by the Pitch-IMRB international survey,
Big Bazaar became much more than a household name. The year also saw the launch of the
Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided significantly low
prices and gave discounts on bulk purchases in the first week of the month.

Over the next two years, Big Bazaar carved its own niche in modern retail and became
the largest brand in the hypermarket format. Capturing one-third of the food and grocery market
in modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its
retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third
consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.

On successful completion of 10 years in the Indian retail industry, in 2011, Big Bazaar
came up a new logo with a new tag line: Naye India Ka Bazaar(New Indias Market), replacing
the earlier one: 'Isse Sasta Aur Accha Kahin Nahin' (Nothing is cheaper and better than here).

In 2012, Big Bazaar signed a multi-million dollar deal with Cognizant Technology
Solutions for the development of an IT infrastructure, encompassing Future Groups entire
network of stores, warehousing and data centres.
Recently, Big Bazaar announced its plans to add more retail services to its portfolio such as
grinding, de-seeding and cutting of fruits and vegetables.

3-C Theory

According to Kishore Biyani's 3-C theory, Change and Confidence among the entire
population is leading to rise in Consumption, through better employment and income which in
turn is creating value to the agricultural products across the country.[2] Big Bazaar has divided
India into three segments:

1. India one: Consuming class which includes upper middle and lower middle class (14% of
India's population).
2. India two: Serving class which includes people like drivers, household helps, office
peons, liftmen, washer men, etc. (55% of India's population) and
3. India three: Struggling class (remaining 31% of India's population).

While Big Bazaar is targeted at the population across India one and India two segments,
Aadhaar Wholesale is aimed at reaching the population in India three segment. With this, Future
Group emerged as a retail destination for consumers across all classes in the Indian society.

Board of directors

1. Managing director

Mr kishore Biyani

2. Wholetime Director

Mr Gopikishan Biyani

Mr Rakesh Biyani

3. Director

Mr Shailesh Haribhakti

Mr S.Doreswamy

Mr Darlie Koshy

Mr Anil Harish
Schemes and innovations

The introduction of Sabse Sasta Din (Cheapest Day) in the year 2005 was a turning
point for the Big Bazaar franchise. As part of this effort, the Republic Day holiday was used to
ensure that consumers visited Big Bazaar outlets across the country in large numbers to get
required household items at cheaper rates. Taking cue from this highly successful concept,
another initiative was introduced, named the Purana do aur naya lo (give old and get new)
scheme. In this scheme, consumers were asked to bring and sell old clothes, utensils and other
household items in exchange of discount coupons. The concept proved to be a success yet again
as people from across the country responded spontaneously, in spite of the different
preconditions associated with it. The franchise further inaugurated the concept of Hafte ka sabse
sasta din (Cheapest Day of the Week), wherein Wednesday was designated to be the day when
special discounts were offered to consumers during a week.

Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as Hafte Ka Sabse Sasta Din
(Cheapest Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw
customers to stores on Wednesdays, the day when consumer presence is usually less. According
to the chain, the aim of the concept was to give home makers the power to save the most.

Sabse Sasta Din

Big Bazaar introduced Sabse Sasta Din (Cheapest Day) with the intention of attaining a
sales figure of Rs 26 crore in a single day. The concept became such a hit that the time period for
the offer had to be increased from one day to three days in 2009 (January 24 to 26) and to five
days in 2011 (January 22 to 26).

Maha Bachat

The concept of Maha Bachat (Mega Saving) was introduced in the year 2006 as a single
day campaign with attractive promotional offers across the company outlets. Over the years, the
concept has grown to become a six-day biannual campaign. During this campaign, attractive
offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar
and Furniture Bazaar.
The Great Exchange Offer

Introduced on February 12, 2009, The Great Exchange Offer allows customers to
exchange their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying
brand new goods from Big Bazaar outlets across the nation.

Advertising campaigns and marketing initiative.

In view of the increasing competition in the retail market, Big Bazaar has introduced
certain steps to keep itself updated and continue promoting the band.

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.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving
force to make us successful

VALUES:

Indianans: 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

COMPETITORS OF RELIANCE FRESH:

Reliance Fresh:

Reliance Fresh is the convenience store format which forms part of the retail business of Reliance
Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 cores in
the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the
country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products.

A typical Reliance Fresh store is approximately 3000-4000 square. feet and caters to a catchment area of 1-2 km.
Spencer's Retail
Spencer's Retail is one of Indias fastest growing retail stores. It has multiple
Formats for retailing food, apparel, fashion, electronics, lifestyle products, music and books. It is owned by the
RPG Group, a major business house. Established in 1996, Spencers is one of the popular destinations
for shoppers in India with supermarkets, hypermarkets and dailies spread all over India.
Subhiksha:

Subhiksha is an Indian retail chain with more than 1400 outlets selling groceries, fruits,
vegetables, medicines and mobile phones. It was started ands managed by R Subramanian,
an IIM Ahmadabad alumnus. Subhiksha plans to open 1000 outlets by December 2008. [1] He
also plans to invest Rs.500 crore to increase the number of outlets to 2000 across the country by
2009.The name Subhiksha means prosperity in Sanskrit. It opened its first store in
Thiruvanmiyur in Chennai in March, 1997 with an investment of about Rs. 5 lakhs. The retail
chain has seen a considerable growth by offering goods at cheaper rates and thereby increasing
its customer base.
 NEED FOR THE STUDY

The study shows the customer preference on Wednesday bazaar. Its provide guideline for
further research in organized retail. The research is also important to identify Market size,
growth and Market potential of Big Bazaar. The research shows future scenario of Big Bazaar in
current perspective.

Wednesday Bazaar customers are not aware about the product range of the company and
also poor customer service. In Big bazaar frequency of advertisement screening is limited and
there is a threat from completion from local retailers. The study provides in finding out the
profile, preference, perception and satisfaction level of the customers who visit the outlet of Big
Bazaar at Express Avenue, Chennai.
 OBJECTIVES OF THE STUDY

1. Primary objective:

a) To identify the customer preference on Wednesday Bazaar

2. Secondary objective:

a) To identify the satisfaction level of customer

b) To find out if sales has increased because of Wednesday discount.
c) To compare the frequency of visit to Big Bazaar whether is it more on Wednesday
d) To study the effectiveness of promotional activities done in big bazaar
 SCOPE OF THE STUDY

The study was aimed at measuring the customers satisfaction level towards customer
preference in big bazaar through well designed questionnaires.
Helps the marketers to know about the types of buyers and the factors each of these kinds
of buyers consider while shopping in Big Bazaar.
The study knows about the customers view and factors related to preference that attracts
them to purchase from the Big Bazaar.
This study will also help to know which discount will influence which buyer for which
product.
 LIMITATION OF THE STUDY

The survey was limited only to the customers of Big Bazaar outlet at Express Avenue in
Chennai.
The survey is subjected to the bias and prejudices of the respondents. Hence 100%
accuracy cant be assured.
Result are limited to the respondent, cannot be used for total customer.
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
Literature review on parameters or attribute that affect evaluation of store by consumer
preference. Retailer accessibility to the customer is the set of options available to satisfy the
product requirements. Product requirements refer to buying motives and their associated
purchase criteria.

Martineau (1958) categorized store attributes in two main categories: functional and
psychological. The functional category includes attributes like location, assortment of
products and store layout. The psychological category represents the feelings generated
by the functional elements of the store. The former category has gained more attention in
the subsequent research into store choice than the latter.

Doyle &Fenwick (1975), propose that price, product variety, one-stop shopping, quality,
location of the store, advertisement, general appearance of the store and convenience are
some major attributes looked upon by the consumers while evaluating a grocery store.

The model proposed by Seth (1981), explained the competitive structure of the retail
markets, the corporate image of the retailers, and the marketing activities influence the
retailers accessibility

Shaw et al (1992) in their opinion on the retailers and customer purchases stated that
buyers use only a subset of product requirements to decide among many retailers when
making an actual purchasing decision. Retailing is the one of the most dynamic and
rapidly changing sectors of Indian industry. Multiple retail companies now dominate the
unorganized retail sector and threatening their existence.

Arnold et al (1998) with reference to Wal-Mart discount departmental stores in United

States of America that the impact on the other retail stores is high and many of which
have at the disappearing stage.

Dawson, (1988) The unorganized retail sector face increased pressure from the organized
retailers, super stores. Further as the economy and society has hanged, so have retailers
and shopping habits of consumers also altered enormously.
 Another study conducted by Morganosky (1997), on the structural changes in the retail
markets and their implications on consumers revealed that due to the emergence of new
retail formats, competition between retailers of organized and unorganized is tightening
with pervasiveness and complexity of consumer cross shopping patters across various
retail channels.

Brennan & Lundsten (2000), in their study on the consumer shopping habits identified
that consumers shop at discounts for low prices and large variety and stores for the
unique items they cannot find elsewhere.

The closure of a small shop with a super store nearly would affect the residents of a local
neighborhood differently compared to the closure of only shop in a small locality without
a super store nearby and the decline in the number of small shops has different
implications to the existing customers depending upon the locations and alternative
options to shop (Smith & Sparks, 1997).

If conventional unorganized retailers are to survive, it will be vitally important to

understand what the residents in a particular community want from their retailers. Only
those stores with a clear understanding of their customer wants and changes that are
occurring within the market place can hope to survive by identifying and then satisfying
some of those needs more effectively than their competitors.

Another study conducted by Radha Krishnan (2003), found that with the entry of
Superstores, the most affected stores are precisely the smaller stores, whose sales are
associated with small areas, few number of employees, low sales volumes and the
isolated stores ( Stores that do not have partnership with other retailers).

Brennan(1991), in his view on strategies adopted by the retailers opined that providing
specialized services, offering better quality products and improved customer services
were the most successful strategies , on the other hand increasing sales and promotions,
lowering prices and increasing were least successful.

Mc Gee (1996) is also of the opinion that retailers facing threat from new discounters
respond with lower prices and increased promotions.
 Watkins (1986) proposed that the strategies adopted should avoid low price and
differentiation domain of the large retailer and emphasize a focused offer.

Covin & Covin (1990) also stated that small business strategies propose customer service
and product specialization or customization as appropriate strategic moves.
 4. RESEARCH METHODOLOGY

Introduction

Research is a key to both business and academic activities and it is carried out in all sorts
of fields to find out better solutions and scope. People undertake research in order to find things
in a systematic way, there by increasing the knowledge (Jancowicz, 1995). Research is
considered as systematic because the research is always based on logical relation ships and not
just beliefs. (Ghauri,1995). As a part of this your research will involve an explanation of the
methods used to collect the data, will argue why the results obtained are meaning full and will
explain any limitations that are associated with them. Finding out, suggests a multiplicity of
possible purposes for your research. These may include describing, explaining, understanding,
criticizing and analyzing (Hhauri, 1995)

Definition

Research is defined as a process of enquiry and investigation

(Jill Collis and Roger Hussey, business research,2nd ed,2003,pp1)

Purpose of research

Carrying out research allows you to apply theory to and or analyse a real problem or to
explore and analyse more general issues. It also enables you to apply research procedures in
order to illuminate the problem or to generate solutions. The purpose of research is as follows.

1. To review and synthesise existing knowledge

2. to investigate some existing situation or problem
3. to provide solution to a problem
4. to explore and analyse more general issues
5. to construct or create a new procedure or system
6. to explain a new phenomenon
7. to generate new knowledge
The research strategy

The research strategy is the general plan of the researcher about how he/she is going to
answer the research question Yin (2003).According to (Saunders , Lewis, and Thornhill ,2003).
There are various types of research strategies available.

Types of research

The research can be classified in to various types on the basis of its purpose. If we are
classifying research on the basis of its purpose, we can describe as being descriptive, analytical
or predictive. Following are the various types of research. (Jill Collis & Roger Hussey, 1997)

1. Exploratory research: - This is conducted in to research problem were there are very few
or no earlier studies, the main aim of this type of research is to look for patterns or
hypotheses rather than testing or confirming a hypotheses.
2. Descriptive research: - Here it describes the phenomenon as they exist. It is used to
identify and obtain information on the characteristics of a particular problem or issue.
The data collected is often quantitative and statistical tools are used to summaries the
information.
3. Analytical or explanatory research: - Here the researcher goes further more from the
descriptive research to analysing and explaining why or how it is happening.
4. Predictive research: - Here the researcher goes even further more than explanatory
research. The latter establishes the explanation for what is happening in particular
situation. It aims to generalize from the analysis by predicting certain phenomena on the
basis of hypothesized, general relation ships. These are the major type of researches.

Survey strategy

This is most common method used for data collection. By filling a questionnaires or
structured interview using two or more variables will be processed to conclude a certain pattern
of association (Bryman & Bell, 2007). In this research the qualitative information is collected by
using questionnaire.
Primary data

Primary data are the new data collected specifically for a particular research purpose.
Saunders, Lewis & Thornhill (2003) .These are the most up to date and first hand information to
the main objectives of the research. The primary data are collected through questionnaires.

Questionnaire: -

In this study the researcher has used the questionnaire in terms of interviewer
administered and the sampling method used here is Random sampling. This method is selected
based on the ease of access in the process of data collection

Reasons for using this method

Observing the working of various departments like finance, safety, human resources,
production, purchasing etc.
Discussion with the company executives, managers and employees.
Visiting and surfing website of the company
Customer survey.

Purpose

The main purpose of questionnaire was to collect quantitative data about the customer
preference on Wednesday bazaar activities.

Sample size

For this study the researcher has used a sample size 50, completed questionnaires were
used to study including both male and female respondents.
 5. RESULTS AND DISCUSSIONS

GENDER

TABLE: 1 TABLE SHOWING THE GENDER OF RESPONDENTS

GENDER No. of respondent Percent

Male 20 40
Female 30 60
Total 50 100
Findings:

From the above table it is clear that 40% of respondent were male and 60% of respondent were
female.

Inference:

From the finding of gender of respondent 60% were all female.

CHART: 1. CHART SHOWING THE GENDER OF RESPONDENTS

Male, 20

Female, 30
 AGE
TABLE: 2. TABLE SHOWING AGE OF RESPONDENTS

Age group No. of respondent Percent

18-20 6 12
21-30 13 26
31-50 24 48
Above 50 7 14
Total 50 100
Findings:

From the above table it is clear that 12% of respondent belongs to the age group of 18-20, 26%
of respondent belongs to the age 21-30, 48% of respondent belongs to the age 31-50 and 14% of
respondent belongs to the age 50 above.

Inference:

Age group of between 31-50 visit more in Big Bazaar

CHART: 2. CHART SHOWING AGE OF RESPONDENTS

Above 50, 7 18-20, 6

18-20
21-30, 13
21-30
31-50
31-50, 24
Above 50
 NO.OF FAMILY MEMBERS
TABLE: 3.TABLE SHOWING NO. OF FAMILY MEMBERS

No. of member No. of respondent Percent

2 11 22

3 18 36

4 12 24

Above 5 9 18

Total 50 100

Findings:

From the above table it is clear that the highest no. of family size members of 3 is about 36%,
next come the family size members of 4 is 24%, than 22% family size respondent of 2 and the
minimum family size of respondent of above 5 is 18%.

Inference:

Highest respondent family size is more than 3 and minimum is 5

CHART: 3. CHART SHOWING NO. OF FAMILY MEMBERS

No. of family members

Above 5

4
No. of respondent
3

0 5 10 15 20
 BUY PRODUCT FROM BIG BAZAAR

Reasons No. of respondent Percent

Myself 19 38

Family 27 54

Office 4 8

Total 50 100

TABLE: 4. TABLE SHOWING BUY PRODUCT TO BIG BAZAAR

Findings:

From the above table it is clear that the highest no. of respondent buy product by family is about
54%, the next is to whom the respondent buy the product is myself is about 38%, and the
minimum to whom the respondent buy the product is office about 8%

Inference:

Big Bazaar product bought by the family member more than myself and office

CHART: 4. CHART SHOWING BUY PRODUCT TO BIG BAZAAR

Reason for buy the product

30

25

20

15 No. of respondent

10

0
Myself Family Office
 PARTICULAR DAY OF VISIT IN BIG BAZAAR
TABLE: 5.TABLE SHOWING PARTICULAR DAY OF VISIT IN BIG BAZAAR

Days No. of respondent Percent

Sunday 13 26
Monday 4 8
Tuesday 4 8
Wednesday 12 24
Thursday 4 8
Friday 5 10
Saturday 8 16
Total 50 100
Findings:

From the above table it is clear that the particular day of visit in big bazaar on Sunday is slightly
higher than Wednesday. The percentage of Sunday shopping is 26% and the percentage of
Wednesday shopping is 24%.

Inference:

Most of people visit in the Big Bazaar on Sunday and Wednesday.

CHART: 5. CHART SHOWING PARTICULAR DAY OF VISIT IN BIG BAZAAR

Visits in Big Bazaar

Saturday
Friday
Thursday
Wednesday No. of respondent
Tuesday
Monday
Sunday

0 5 10 15
 WEDNESDAY OFFERS FROM BIG BAZAAR ARE USEFUL

TABLE: 6. TABLE SHOWING WEDNESDAY OFFERS FROM BIG BAZAAR ARE

USEFUL

Reasons No. of respondent Percent

Yes 45 90
No 5 10
Total 50 100

Findings:

From the above table it is clear that the Wednesday offers from Big Bazaar are very useful of
90% and not useful for 10% of respondent.

Inference:

Wednesday offers products are well useful .

CHART: 6. CHART SHOWING WEDNESDAY OFFERS FROM BIG BAZAAR ARE

USEFUL

Wednesday offers are useful

No, 5

Yes
No
Yes, 45
 THINGS NEED TO BE BETTER ON WEDNESDAY BAZAAR

TABLE: 7. TABLE SHOWING THE THINGS NEED TO BE BETTER ON

WEDNESDAY BAZAAR

Reasons No. of respondent Percent

Increase cash counter entries 11 22
Improve additional Customer 18 36
service
Awareness of discount 13 26
products
Arrangement of products 8 16
Total 50 100
Findings:

From the above table it is clear that the things need to be better on Wednesday Bazaar is to
improve additional customer service of 36%, Awareness of discount products of 26% , Increase
cash counter entries 22% and Arrangement of products of 16%.

Inference:

Wednesday bazaar need to concern about improves additional customer service and awareness of
discount products.

TABLE: 7. CHART SHOWING THE THINGS NEED TO BE BETTER ON

WEDNESDAY BAZAAR

Better on wednesday bazaar

Arrangement of Increase cash
products counter entries
16% 22%

Improve
additional
Awareness of Customer service
discount products 36%
26%
 DISCOUNT RATE ON WEDNESDAY BAZAAR IS USEFUL FOR ALL
KIND OF AGE PEOPLE

TABLE: 8. TABLE SHOWING THE DISCOUNT RATE ON WEDNESDAY BAZAAR IS

USEFUL FOR ALL KIND OF AGE PEOPLE

Reasons No. of respondent Percent

Yes 42 84
No 8 16
Total 50 100
Findings:

From the above table it is clear that the discount rate on Wednesday bazaar is useful for all kind
of age people about 84% and remaining is not useful for all kind of age people.

Inference:

Wednesday offers products are well useful for all age of customers.

TABLE: 8. CHART SHOWING THE DISCOUNT RATE ON WEDNESDAY BAZAAR IS

USEFUL FOR ALL KIND OF AGE PEOPLE

Discount rate on wednesday bazaar

No, 8

Yes
No
Yes, 42
 MOST DISCOUNT OFFER PRODUCT ON WEDNESDAY BAZAAR

TABLE: 9. TABLE SHOWING THE MOST DISCOUNT OFFER PRODUCT ON

WEDNESDAY BAZAAR

Reasons No. of respondent Percent

Potato 1 kg for Rs.17 23 46

50% discount on all 9 18

deodorants
Apple 1 kg Rs.129 10 20
20% discounts on all cream 8 16
biscuits
Total 50 100
Findings:

From the above table it is clear that the most discount offer product on Wednesday bazaar is
Potato- 1 Kg for Rs. 17/- about 46%, next with an Apple 1kg Rs.129/- about 20%, 50% discount
on all deodorants about 18% and remaining 20% discount on all cream biscuits about 16%.

Inference:

Maximum no. of people prefer on fruits and vegetables discount prices.

TABLE: 9. CHART SHOWING THE MOST DISCOUNT OFFER PRODUCT ON

WEDNESDAY BAZAAR

Best product on wednesday bazaar

20% discounts on all cream

biscuits

Apple 1 kg Rs.129
No. of respondent
50% discount on all
deodorants

Potato 1 kg for Rs.17

0 5 10 15 20 25
 PREFER OTHER THAN BIG BAZAAR

TABLE: 10. TABLE SHOWING PREFER OTHER THAN BIG BAZAAR.

Shop name No. of respondent Percent

Reliance fresh 21 42
Mega mart 13 26
Shoppers stop 8 16
Others 8 16
Total 50 100
Findings:

From the above table it is clear that the 42% of the respondent prefer to purchase product from
the reliance fresh, 20% from mega mart, and equal 16% to the shoppers stop and Other shops.

Inference:

People prefer reliance apart from Big bazaar and prefer less shopper stop.

CHART: 10.CHART SHOWING PREFER OTHER THAN BIG BAZAAR.

Most prefer shop

Others

Shoppers stop
No. of respondent
Mega mart

Reliance fresh

0 5 10 15 20 25
 CHOOSE BIG BAZAAR FOR SHOPPING

TABLE: 11. TABLE SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.

Reason No. of respondent Percent

Quality of product 12 24
Price 16 32
Availability of all product in 9 18
one Floor
Convenient for shopping 7 14
Customer service 6 12
Total 50 100
Findings:

From the above table it is clear that the 32% of respondent prefer big bazaar for the price of the
product, 24% prefer product for their quality, 18% prefer big bazaar for the availability of all
product under one roof, 14% prefer for the convenient shopping, and remaining 12% prefer for
the customer service of big bazaar.

Inference:

Most of people prefer Big Bazaar due to price and availability of all products in one floor and
some people ignore due to customer service.

CHART: 11. CHART SHOWING CHOOSE BIG BAZAAR FOR SHOPPING.

Customer Reason for shopping

service, 6, 12% Quality of
Convenient for product, 12,
shopping, 7, 24%
14%

Price, 16, 32%

Availability of
all product in
one Floor , 9,
18%
 SECTION LIKE MOST

TABLE: 12. TABLE SHOWING SECTION LIKE MOST.

Section No. of respondent Percent

Home and kitchen items 17 34
Bags & luggage 10 20
Mobiles & camera 6 12
Electronic goods 8 16
Garments 9 18
Total 50 100
Findings:

From the above table it is clear that the 34% of respondent would like to purchase home and
kitchen appliances more, 20% prefer to purchase bags and luggages, 18% prefer to purchase
garments , 16% prefer to purchase electronic goods from big bazaar and remaining 12% prefer
mobiles and camera.

Inference:

Maximum number of people like home and kitchen items and than garments section

CHART: 12. CHART SHOWING SECTION LIKE MOST.

Section you like most

Garments

Electronic goods

Mobiles & camera

No. of respondent

Bags & luggage

Home and kitchen items

0 5 10 15 20
 RATE OF ACTIVITIES
TABLE: 13. TABLE SHOWING RATE OF ACTIVITIES.

Work Highly satisfied Neither dissatisfied Highly

satisfied satisfied nor dissatisfied
dissatisfied
Advertisement 12 13 16 6 3
Offers 20 16 11 2 1
Discount 22 10 13 3 2
Arrangement 14 10 24 2 0
of product
Total 48 49 64 13 6
Findings:

From the above table it is clear that most of the people are highly satisfied to discount, offers and
arrangement of products in big bazaar.

Inference:

People highly satisfied with the offers of Big Bazaar.

CHART: 13. CHART SHOWING RATE OF ACTIVITIES.

25

20

15
Advertisement
10
Offers
5
Discount
0 Arrangement of product
 6. FINDINGS

60% were all female respondent

Age group of between 31-50 visit more in Big Bazaar
Highest respondent family size is more than 3 and minimum is 5.
Big Bazaar product bought by the family member more than the myself and office
Most of people visit in the Big Bazaar on Sunday and Wednesday.
Wednesday offers products are well useful for all age of customers.
Maximum no. of people prefer on fruits and vegetables discount prices.
Wednesday bazaar need to concern about improves additional customer service and
awareness of discount products.
Most of people prefer Big Bazaar due to price and availability of all products in one floor
and some people ignore due to customer service.
Maximum no. of people like home and kitchen items and than garments section.
People prefer reliance apart from Big bazaar and prefer less shopper stop.
People highly satisfied with the offers of Big Bazaar.
 SUGGESTION

Seating facilities could be provided since there are aged people visiting the store
Price of products could be reduced but it needs to improve by setting more branded
products at discount prices
Customer service should be improved about the essential of Wednesday Bazaar.
Display of Wednesday Bazaar boards are to be kept for attract the customers in ever on.
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.
 7. CONCLUSION

The research work is done with a very definite proposition of finding the customer
preference and expectation on Wednesday in Big Bazaar, Express Avenue Chennai. People
prefer more branded and variety of products with good quality on the discount rate. 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.
 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
Delhi, 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

4. www.futurebazaar.in
 ANNEXURE

QUESTIONNAIRE

A STUDY ON CUSTOMERS PREFERENCE FOR BIG BAZAAR AT

CHENNAI

Name: - _______________________________________________________

Gender: - Male Female

Age: - 11 20yr 21 30yr 31 -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. Do you like to shop on a particular day in Big Bazaar?

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

4. Are you aware of the Wednesday offers from Big Bazaar are that useful?

a) Yes b) No

5. What are the things need to be better on Wednesday bazaar?

Increase cash counter entries
Improve additional Customer service
Awareness of discount products
Arrangement of products
6. Is the discount rate on Wednesday bazaar is useful for all kind of age people?

a) Yes b) No

7. Which product you like the most discount on Wednesday bazaar?

a) Potato 1 kg for Rs.17
b) 50% discount on all deodorants
c) Apple 1 kg Rs.129
d) 20% discounts on all cream biscuits

8. Which of the following you prefer other than Big Bazaar?

Reliance Fresh Mega Mart

Bharti | Wal-Mart Shoppers Stop

Others: - ___________________________

9. 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

10. Which section you like most?

a) Home and Kitchen items b) Bags and Luggage c) Toys and Games

d) Foods and Vegetables section e) E-Zone products

11. Rate the following:

Activity 1 2 3 4 5
Advertisements
Offers
Discounts
Arrangement
of products

1 Highly satisfied

2- Satisfied

3 Neither satisfied nor dissatisfied

4 Dissatisfied

5 Highly dissatisfied

Any Suggestions: _____________________