Vinil Final

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    Contents

    1.0 INTRODUCTION ................................ ................................ ................................ .......... 4

    1.1 - Overview ................................ ................................ ................................ .................. 4

    1.2-Background .9

    1.3 - Problem Statement ................................ ................................ ................................ .. 10

    1.4- Objectives ................................ ................................ ................................ ................ 11

    1.5 - Research Design ................................ ................................ ................................ .... 11

    1.6 -Data collection method ................................ ................................ ............................ 11

    1.7 - Data Analysis ................................ ................................ ................................ .......... 12

    1.8- Duration of the study................................ ................................ ................................ 12

    1.9 - Limitation of the study ................................ ................................ ............................ 12

    2.0 COMPANY PROFILE ................................ ................................ ................................ .. 14

    2.1Corporate profile ................................ ................................ ................................ ........ 14

    2.2 MISSION: ................................ ................................ ................................ ................. 15

    2.3 VALUES: ................................ ................................ ................................ ................. 15

    2.4 NATURE OF BUSINESS: ................................ ................................ ........................ 162.5 HOME SOLUTIONS RETAIL INDIA LIMITED: ................................ .................... 19

    2.6 AWARDS: ................................ ................................ ................................ ................ 19

    3.0 ANALYSIS OF QUESTIONNAIRE ................................ ................................ ............. 22

    3.(A) UNDERSTANDING CUSTOMER PROFILE ................................ ....................... 25

    3.(B) CUSTOMER BUYING BEHAVIOUR AND PERCEPTION TOWARDS BIGBAZAAR................................ ................................ ................................ ........................ 37

    3.(C) IDENTIFYING THE POPULAR MEDIA TO BE USED ................................ ...... 48

    4.0 FINDINGS AND SUGGESTION ................................ ................................ ................. 52

    4.1Finding ................................ ................................ ................................ ....................... 524.2SUGGESTIONS: ................................ ................................ ................................ ....... 53

    5.0 Conclusion: ................................ ................................ ................................ ................... 55

    6.0 BIBLIOGRAPHY ................................ ................................ ................................ ......... 57

    7.0 ANNEXURE ................................ ................................ ................................ ................ 59

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    CHAPTER 1

    INTRODUCTION

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    1.0 INTRODUCTION

    The retail industry is responsible for the distribution of finished products to the public. The

    retail sector comprises of general retailers (managed by individuals/families), departmental

    stores, specialty stores and discount stores.

    1.1 - Overview

    The activities of the retail industry can be broadly classified into:

    Personal goods store retailing

    Hard goods: This covers deals in goods such as electronic, electrical appliances,furniture and sporting goods.

    Soft goods: This includes apparel retailing.Non-store retailing

    This includes infomercials, catalogue sales, vending machines and ecommerce.

    Food retailing (restaurants)

    Automotive services and retailing

    1.1(a)Retailing in India: the present scenario

    The present value of the Indian retail market is estimated by the India Retail Report to be

    around Rs. 12,00,000 crore($270 billion) and the annual growth rate is 5.7 percent. Retail

    market for food and grocery with a worth of Rs. 7, 43,900 crore is the largest of the different

    types of retail industries present in India. Furthermore around 15 million retail outlets help

    India win the crown of having the highest retail outlet density in the world. The contribution

    of retail sector to GDP has been manifested below:

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    Table 1.1.

    Country Retail Sector's share in GDP (in %)

    India 10

    USA 10

    China 8

    Brazil 6

    Source: World Retail Data and Statistics 2009/2010

    As can be clearly seen, retailing in India is superior to those of its contenders. Retail sector is

    a sunrise industry in India and the prospect for growth is simply huge. There are many factors

    that have stimulated the rise of the shopping centres and multiplex-malls in a jiffy. Some of

    them can be listed as follows:

    1. Rise in the purchasing power of Indians- the rise in the per capita income in the last few

    years has been magnificent. This has led to the generation of insatiable wants of the upper

    and middle class. The demand of new as well as second hand durables has risen throughout

    the country thus providing the incentive for taking up retailing.2. Favorable to farmers- retailing has helped in removing the middlemen and has thus

    enhanced the remuneration to farmers. This is a new revolution in the agricultural sector in

    India and will go a long way in amending the condition of agriculture, a major concern

    among policy makers.

    3. Use of credit- a typical Indian is most conversant with using credit cards than carrying

    money. This has led to a shift of the consumer base towards supermarkets and makes the

    payments in the form of credit.

    4. Comfortable Atmosphere- a visit to a retail store appears to be more soothing for the

    generation-Y. People and kids prefer to shop in an air conditioned a tech savvy manner.

    The retail industry is the second largest employer in India. It currently employs about 7

    percent of the total labour force in India. Finance Minister P. Chidambaram's recent statement

    salaries ought not to be legislated is a welcome move as most of the organized retail is in

    private hands. However only about 4.6% of the total retail trade is in organized sector. It

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    generates about Rs.55, 000 crore ($12.4 billion). The major and minor players desperately

    need to work hard in this direction so that next time the figures look more decent. The

    government must also make an attempt to ameliorate the situation as political instability and

    infrastructure namely power and roads are the major roadblocks in the path of smooth

    functioning of the market.

    1.1(b) Retail Industry: History

    The retail industry emerged in the US in the eighteenth century, restricted to general stores.

    Specialty stores were developed only in those areas that had a population of above 5,000.

    Supermarkets flourished in the US and Canada with the growth of suburbs after World War

    II. The modern retail industry is booming across the world. Revenues from retail sales in the

    US alone stood at $5.48 trillion in 2009, according to a report by the US Census Bureau.

    Retail Industry: Demand and Supply Drivers

    The major demand drivers of the retail industry are:

    Interest rates

    Population

    Employment

    Personal disposable income

    Individual debt

    The supply drivers include:

    Competitors in the industry

    Size of the market

    Cost of the factors of production

    1.1(c) Retail Industry: Major Players

    Of the worlds top ten retail companies in terms of total sales, six are American. Combined

    sales of the top ten companies, computed by Delloite, were $999.5 billion in 2009. Major

    retail giants include Wal-Mart, Target, Home Depot and Tesco.

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    1.1(d) Retail Industry: Statistics

    The total sales from store retailers stood at 130,449.8 million in 2009 and the sales value of

    non-store retailers was 621.9 million. The percent composition of store and non-store

    retailers in 2009 was:

    Table 1.2

    Store Retailers Non-Store Retailers

    Supermarkets 32.83 Vending 26.60

    Small grocery retailers 24.46Internet

    retailing25.93

    Hypermarkets 19.09 Home shopping 24.04Food/beverage/tobacco

    specialists15.68 Direct selling 23.43

    Discounters 7.57

    Others 0.36

    Total 100 Total 100

    Source: World Retail Data and Statistics 2009/2010

    The retail sector is vital to the world economy, as it provides large scale employment to

    skilled and unskilled labour, minors and casual and part-time workers. Employment in the

    retail sector in the US and Europe surpassed 48 million in 2009.

    1.1(e) Size of Indian Retail Industry

    The size of retail industry in an economy depends on many factors and the level of

    consumer spending is the most important among these factors. The retail sector in India

    has grown by leaps and bounds in the last five years. The reason behind this growth has

    been the synergy of many propellants. However the growth is not always genuine as there

    are exaggerations as well. But these exaggerations also have benefits since they given a

    feel of growing competition all around. Secondly the present situation is just a depiction of

    nascent stage. The future of the trajectory may not be as steep as it is now or may be even

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    slope downward. 'What will be the future size of the retail industry' is the mind boggling

    question. Another moot point that will gain importance in due time concerns the future of

    the unorganized retail market which constitute a significant proportion of the whole

    industry. The retail stores have proved to be a vantage point for the customers. This implies

    that the small farmers who used to sell their product in the sabji-mandis and on roadsides

    are going to lose a significant market share as they can't employ the two profit maximizers-

    economies of scale and economies of scope.

    1.1(f) Retailing in India: the present scenario

    The present value of the Indian retail market is estimated by the India Retail Report to be

    around Rs. 12,00,000 crore($270 billion) and the annual growth rate is 5.7 percent. Retail

    market for food and grocery with a worth of Rs. 7, 43,900 crore is the largest of the

    different types of retail industries present in India. Furthermore around 15 million retail

    outlets help India win the crown of having the highest retail outlet density in the world. The

    contribution of retail sector to GDP has been manifested below:

    Table 1.3

    Country Retail Sector's share in GDP (in %)

    India 10

    USA 10

    China 8

    Brazil 6

    Source: World Retail Data and Statistics 2009/2010

    As can be clearly seen, retailing in India is superior than those of its contenders. Retail

    sector is a sunrise industry in India and the prospect for growth is simply huge. There are

    many factors that have stimulated the rise of the shopping centers and multiplex-malls in a

    jiffy. Some of them can be listed as follows:

    1. Rise in the purchasing power of Indians- the rise in the per capita income in the lastfew years has been magnificent. This has led to the generation of insatiable wants

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    of the upper and middle class. The demand of new as well as second hand durables

    has risen throughout the country thus providing the incentive for taking up retailing.

    2. Favorable to farmers- retailing has helped in removing the middlemen and has

    thus enhanced the remuneration to farmers. This is a new revolution in the

    agricultural sector in India and will go a long way in amending the condition of

    agriculture, a major concern among policy makers.

    3. Use of credit- a typical Indian is most conversant with using credit cards than

    carrying money. This has led to a shift of the consumer base towards supermarkets

    and makes the payments in the form of credit.

    4. Comfortable Atmosphere- a visit to a retail store appears to be more soothing for

    the generation-Y. People and kids prefer to shop in an air conditioned a tech savvy

    manner.

    The retail industry is the second largest employer in India. It currently employs

    about 7 percent of the total labor force in India. Finance Minister P. Chidambaram's

    recent statement salaries ought not be legislated is a welcome move as most of

    the organized retail is in private hands. However only about 4.6% of the total retail

    trade is in organized sector. It generates about Rs.55,000 crore ($12.4 billion). The

    major and minor players desperately need to work hard in this direction so that next

    time the figures look more decent. The government must also make an attempt to

    ameliorate the situation as political instability and infrastructure namely power androads are the major roadblocks in the path of smooth functioning of the market

    .

    1.1(g) Segments in the Indian Retail Industry

    The retailing sector of India can be split into two segments. They are the informal and theformal retailing sector. The informal retailing sector is comprised of small retailers. For this

    sector, it is very difficult to implement the tax laws. There is widespread tax evasion. It is

    also cumbersome to regulate the labour laws in this sector. As far as the formal retailing

    sector is concerned, it is comprised of large retailers. Stringent tax and labour laws are

    implemented in this sector.

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    If the retail industry is divided on the basis of retail formats then it can be split into the

    modern format retailers and the traditional format retailers. The modern format retailers

    comprise of the supermarkets, Hypermarkets, Departmental Stores, Specialty Chains and

    company owned and operated retail stores.

    The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the multiple

    brand outlets.

    The retail industry can also be subdivided into the organized and the unorganized sector. The

    organized retail sector occupies about 3% of the aggregate retail industry in India.

    Size and contribution of the retail industry in India

    In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the

    Gross Domestic Product is about 10% , the highest compared to all other Indian Industries.

    The retail sector has also contributed to 8% of the employment of the country. The organized

    retail sector is expected to triple its size by 2010. The food and grocery retail sector is

    expected to multiply five times in the same time frame. The major reason behind the low

    participation in the Indian retail sector is the need for lumpy investments that cannot match

    up their break even points. The government policies are being revised from time to time to

    attract investments in this sector.

    1.2 Background

    Big Bazaar- Big Bazaar is a chain of department stores owned by the Pantaloon Group(Future Group) and headed by Kishore Biyani and headquartered at Mumbai. It offers alltypes of household items such as home furnishing, utensils, fashion products etc. It has agrocery department and vegetable section known as the Food Bazaar and its online shoppingsite is known as FutureBazaar.com. The real estate fund management company promoted by

    the Future Group expects to develop more than 50 projects across India covering a combinedarea of more than 16 million sq. ft.

    1.3 - Problem StatementBig Bazaar is a chain of department stores owned by the Pantaloon Group (Future Group).As

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    the company is planning to open a new store in rajajinagar so its important to analysis thecatchment area and customer buying behavior from the respective area so that the companycan take necessary measures to attract more customers to their store.

    1.4- Objectives

    A) To understand customers profile

    B) To analysis customer buying behavior and perception towards Big bazaar

    C) To identify the popular media that can be used

    1.5 - Research DesignThe research that is undertaken during the process is a Descriptive Study. As the objective of

    the project is to study customers profile, buying behaviour and popular media that can be

    used.

    Datas are tabulated and analyzed .findings are summarized and suggestions are given.

    1.5.(a) - Sampling FrameThe sampling frameincludes only those rajajinagar residents who satisfy all the followingconditions.

    1) Must be 18 years or above2) Must be available from 9.00am to 6 pm in the targeted area3) Must be willing to take part in the survey

    1.5.(b)-Sample Unit

    Rajajinagar residents

    1.5.(c)- Sample techniqueConvenient Sampling is the technique used for this survey. Non probability sampling method

    1.5.(d)-Sample size

    The sample size is 400 respondents.

    1.6 -Data collection methodThe following tools and technique were used for collecting the data:

    Tools for collecting Primary Data

    (a)Personally interacting with respondents using a questionnaire.

    Tools for collecting Secondary Data (a) Internet

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    1.7 - Data AnalysisThe data collected is tabulated and analyzed using graphs. Findings are summarized and

    suggestions are based on findings.

    1.8- Duration of the studyThe duration of the project is 2 months from 1 st April to 31st may 2010.

    1.9 - Limitation of the study

    y People may not able to rate properly the parameters.

    y Difficult to deduce results based on small sample sizey Results concluded may not be applicable to entire population

    y Certain variables may have been ignored.

    y Customer choice is also based on geographic factors

    y Macro economic factors affects this industry to a large extent

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    CHAPTER 2

    COMPANY PROFILE

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    2.0 COMPANY PROFILE2.1Corporate profile:

    Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias

    leading business houses with multiple businesses spanning across the consumption space.

    While retail forms the core business activity of Future Group, group subsidiaries are present

    in consumer finance, capital, insurance, leisure and entertainment, brand development, retail

    real estate development, retail media and logistics. Future Group India was established in

    1994 with a vision to provide diverse services in Indian and Global markets. Through their

    strategic investment and services, the future of Future Group shows a rising star in the

    business sky of India.

    Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square

    feet of retail space in 73 cities and towns and 65 rural locations across India. Headquartered

    in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the

    Indian stock exchanges. The company follows a multi-format retail strategy that captures

    almost the entire consumption basket of Indian customers. In the lifestyle segment, the groupoperates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value

    segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,

    touch and feel of Indian bazaars with the choice and convenience of modern retail.

    In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a

    hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and

    Bangalore. The groups speciality retail formats include supermarket chain Food Bazaar,

    sportswear retailer - Planet Sports, electronics retailer - ezone, home improvement chain -

    Home Town and rural retail chain, Aadhaar, among others.

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    About Big Bazaar

    Big Bazaar is not just another hypermarket. It caters to every need of the customer and

    his/her family. Where Big Bazaar scores over other stores is its value for money proposition

    for the Indian customers.

    Big Bazaar promises the best products at the best prices. 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 always plans and tries to add

    much more to complete the shopping experience.

    2.2 MISSION:

    y We share the vision and belief that our customers and stakeholders shall be servedonly 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 uniteddetermination shall be the driving force to make us successful.

    2.3 VALUES:

    y Indianans: confidence in ourselves.

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    y Leadership: to be a leader, both in thought and business.y Respect & Humility: to respect every individual and be humble in our conduct.y Introspection: leading to purposeful thinking.y Openness: to be open and receptive to new ideas, knowledge and information.y Valuing and Nurturing Relationships: to build long term relationships.y Simplicity & Positivity: Simplicity and positivity in our thought, business and action.y Adaptability: to be flexible and adaptable, to meet challenges.y Flow: to respect and understand the universal laws of nature.

    2.4 NATURE OF BUSINESS:Future Group India was established in 1994 with a vision to provide diverse services in

    Indian and Global markets. The business areas of Future Group cover BPO (Business Process

    Outsourcing), New Media, Security Management, and Construction. Through their strategic

    investment and services, the future of Future Group shows a rising star in the business sky of

    India.

    Future Retail:

    The retails businesses of Future Group in India are divided into three main categories

    Pantaloon Retail India Limited:

    The leading retail formats under this include:

    y Pantaloons Storesy Big Bazaary Centraly Food Bazaary Home Town

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    y E Zoney Depoty Health & Beauty Mallsy Online retail through futurebazaar.com

    Joint Ventures with International Brands:

    y Indus League Clothing that owns leading apparel brands like Indigo Nation, Scullersand Urban Yoga

    y Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and BrewBar

    y French retailer ETAM group, US-based stationary products retailer, Staples and UK-based Lee Cooper.

    y Franchisee of international brands like Marks & Spencer, Next, Debenhams andGuess in India

    Indian Joint Venture Partners:

    y Manipal Healthcarey Talwalkar'sy Blue Foodsy Liberty Shoe

    Future Capital Holdings:

    The financial services of Future Group are taken care by Future Capital Holdings. These

    include:

    y Asset Management and consumer credit are the prime focus financial services.Around 1 billion USD have been invested in retail real estate and consumer brands

    outlets and hotels.

    y Future Money - It is a financial supermarket format providing consumer credity Joint venture with Italian insurance major General Insurance for providing general

    insurance services.

    y Venture Capital Funds and Private Equity Funds through kshitijfund.com

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    BPO

    Future Group has made major investments in BPO industry as a venture into the Information

    Technology Enabled services (ITES) industry. Future Group has subsidiaries offering IT

    based solutions. These include:

    y Language Servicesy Software Developmenty Content Engineering

    NEW MEDIA

    Future Group has invested in digital media and computer technology for creating innovative

    and interactive multimedia presentations. These include:

    y Multimedia Productiony Broadcastingy Publishingy Designing

    SECURITY MANAGEMENT

    Future Group is considered as a reliable tailor-made business and security services provider.

    They develop their own software and machines for security services. These include:

    y Access Control Systemsy Time Attendance Systemsy CCTVy Alarm Management Systems

    CONSTRUCTIONS

    Future Group bring to your their past experience in quality construction for building and

    renovating buildings for leasing to business. Future Group is also involved in the designing,

    financing and legal considerations of the project undertaken. The construction activities of

    Future Group in India include:

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    y Leasingy Landscaping

    The latest business activity of Future Group is an investment of Rs. 140 cores in the next

    three years in cricket-related marketing. The CEO of Future Group Mr. Kishore Biyani has

    planned out association with cricket and to encash the popularity of cricket in India and

    globally. Future Group has also organized one-day international cricket series between India

    and Australia called "The Future Cup".

    2.5 HOME SOLUTIONS RETAIL INDIA LIMITED:

    Home Solutions Retail India Ltd. operates as a retailer of electronics, consumer durables,

    furniture and furnishings, and home improvement products in India. The company wasincorporated in 2004 and is headquartered in Mumbai, India. It operates stores in

    Ahmedabad, Bangalore, Hyderabad, Indore, Kolkata, Lucknow, Noida, Pune, and Mumbai.

    Home Solutions Retail India Ltd. operates as a subsidiary of Pantaloon Retail (India) Ltd.

    The company is providing financing option to its customers through its financial services arm

    Future Capital Holdings.

    2.6 AWARDS:

    CNBC Awaaz Consumer Awards 2009

    y Most Preferred Multi Product Chain - Big Bazaary Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

    Images Fashion Forum 2009

    y Most Admired Fashion Group Of The Year - Future Groupy Most Admired Private Label - Pantaloons, the lifestyle formaty Critics Choice For Pioneering Effort In Retail Concept

    Creation - Central Coca-Cola Golden Spoon Awards 2009

    y Most Admired Food & Grocery Retailer Of The Year

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    y Most Admired Food Courty Most Admired Food Professional

    Indian Retail Forum Awards 2008

    y Most Admired Retail Company of the year - Future Groupy Retail Face of the Year - Kishore Biyaniy Best Retailer Of The Year ( Hypermarket) - Big Bazaar

    The INDIASTAR Award 2008

    y Food Bazaar: Best Packaging InnovationRetail Asia Pacific 500 Top Awards 2008

    y Gold Winner - Top Retailer 2008 Asia Pacific

    Coca-Cola Golden Spoon Awards 2008

    y Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.y Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar.y Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.y Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across

    Food, Beverages & Grocery: Future Group.

    y Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: BigBazaar.

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    CHAPTER 3

    ANALYSIS OF

    QUESTIONNAIRE

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    3.0 ANALYSIS OF QUESTIONNAIRE

    The Analysis and interpretation of the data is undertaken in this chapter.

    The data collected for the research has been classified into three segments, which are:

    A) Datas for analyzing customers profile

    B) Datas for analyzing customer buying behavior and perception towards Big bazaar

    C) Datas for analyzing the popular media that can be used.

    The data from the questionnaire was completed by transcribing the data into a master chart.

    The data was then descriptively analyzed where percentages are calculated. The results weretabulated. Graphs were prepared to give clearer picture of the findings. Based on the findings

    inferences were drawn and reported.

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    Population

    Population of Rajajinagar as per 2010 BBMP voters list : 203423people out of which 106040are males and 97383 are females

    Rajajinagar consist of 7 wards.

    WARDS WARD NO MALE FEMALE TOTALDAYANDNAGAR 97 16203 15735 31938PRAKASHNAGAR 98 16985 15767 32752RAJAJINAGAR 99 15971 14390 30361BASEWESHWANAGAR 100 12409 11406 23815

    KAMASHIPALAYA 101 13257 11529 24786SHIVNAGAR 107 15949 14000 29946SHRIRAMA MANDIRA 108 15269 14556 29825TOTAL 106040 97383 203423

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    Understanding

    Customer Profile

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    3.(A) UNDE TANDING CUST E PROFILE

    3.1GENDER:

    T l 3.1:

    Tabl [3.1] showi gender ofthe respondents ofthe survey conducted:

    PARTICULARS NO. OF RESPONDENTS PERCENTAGE

    Male 298 74.5

    Female 102 25.5

    Anal i : The analysis ofthe above table shows 74.5% of respondents ofthe survey are male

    and 25.5 % are female.

    GRAPH 3.1:

    INFERENCE:

    From the above graph it is inferred that the majority of the respondent are male .Female

    customers are lesser in number comparatively. Big Bazaar have to give special attentionso

    to increase footfalls

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    3.2AGE DISTRIBUTION:

    Tabl 3.2:

    Table [3.2] showing Age group ofthe respondents ofthe survey conducted:

    PARTICULARS NO. OF RESPONDENTS PERCENTAGE

    20-30 213 53.25

    30-40 162 40.5

    40-50 20 5

    50&AB 5 1.25

    Anal i : The analysis oftable shows highest of 53.25% of respondents ofthe survey are ofthe age group 20-30, 40.5% are ofthe age group 30-40, 5% are from the age range 40-50 and

    1.25% are of age range 50 and above.

    GRAPH 3.2:

    INFERENCE:

    From the above graph itis inferred that respondents are mostly ofthe age group of 25-35.Big

    Bazaar have to attractthem because people ofthis age group are in that phase oflife whenthey are newly earning or newly settling down or has more earning compared to their

    responsibilities so they can have lot of disposable income to spend on, followed by age group

    of 30-40 who also might have lot of disposable income but with comparatively more

    responsibilities, and least is from the age groups of 40-50and 50 & above as they are settled

    and might have already purchased the household items earlier.

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    3.3Mari al status distributi n

    Tabl 3.3

    Table [3.3] showing marital status ofthe respondents ofthe survey conducted:

    PARTICULARS NO. OF RESPONDENTS PERCENTAGE

    SINGLE 164 41

    MARRIED 236 59

    Anal sis: The percentage of respondents clearly shows 60% are married and 41% are single.

    GRAPH 3.3:

    Interpretati n:

    This shows big bazaar needs to concentrate on the requirements of family customers. Big

    bazaar needs to position the Rajajinagar store as a family center.

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    3.4 occupation

    Table 3. 4

    Table [3.4] showing occupation ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    TOP MANAGEMENT 21 5.25

    UNIORMANAGEMENT 220 55SELF EMPLOYED 40 10BUSINESS/INDUSTRIALIST 59 14.75OTHERS 60 15

    Anal sis: The analysis oftable shows highest of 55% of respondents ofthe survey is from

    thejunior management, 14.75 % of respondents are from the business/industrialist, 15 % o

    respondents are from others category.

    GRAPH 3.4:

    INFERENCE:

    The Respondent are maximum fromjunior management .Big bazaar should targetthese

    customers who can afford to spend and wants to acquire new and advanced products,

    followed by people from top management who can also afford very well but most ofthem

    must have already purchased most ofthe household goods, and then others, business man and

    self employed also are prospectus customers.

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    3.5 Monthl income

    Table 3.5

    Table [3.5] showing monthly income ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    BELOW 10000 117 29.2510000 - 15000 103 25.7515000 - 20000 120 3020000 - 25000 60 15

    Anal sis: The analysis oftable shows highest of 30% of respondents ofthe survey are

    earning in the income range of 15000-20000, 29.25% of respondents are earning in the

    income range of below 10000, 25.75 % of respondents are earning in the income range of

    10000-15000 and 15 % of respondents are earning in the income range of 20000-25000 .

    GRAPH 3.5:

    INFERENCE:

    The respondent are maximum with monthly income range of 15,000-20,000, as these are the

    people who must have newly started to earn and settling down and mostly try to acquire

    items fortheir houses .then customers with income range of below 10000 who are people

    who must have newly started to earn butless disposable income. Then comes with monthly

    income range of 10000 15000 again less disposable income, followed by 20000 25000

    monthly income groups which got high purchasing power.

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    3.6 Famil type

    Table 3.6

    Table [3.6] showing family type ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    OINT 117 29.25NUCLEAR 283 70.75

    Analysis: The analysis ofthe table shows 29.25 % ofthe respondent ofthe survey live in

    joint family.70.75% ofthe respondent ofthe survey live in nuclear family.

    GRAPH 3.6:

    INFERENCE:The respondents are maximum living in nuclear families so majority of people have got high

    disposable income. Big bazaar should targetthis category and build customerloyalty.29.25%

    ofthe respondents are living injoint family who is well settled .here the possibility of

    customerloyalty is high.

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    3.7Number of members

    Table 3.7

    Table [3.7] showing number of members ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    2 82 20.5

    3 198 49.5

    4 81 20.25

    5 & ABOVE 39 9.75

    Analysis: The analysis ofthe table shows 20.5% are having 2 members.49.5% are having 3

    members.20.25% are having 4 members.9.75% are having 5& above members.

    GRAPH 3.7:

    INFERENCE: The maximum respondents are having 3 members in their family clearly

    indicating most ofthe respondents are having nuclear family .Big bazaar have to targetthis

    category by giving special offers to increase theirloyal customer base. Otherimportant

    category are respondent having 4 and 5 members in their family, which indicates they are

    well settled.

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    3.8Nature of house occupied

    Table 3.8

    Table [3.8] showing nature of house occupied ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    RENTED 181 45.25

    LEASED 138 34.5

    OWNED 81 20.25

    Analysis: The analysis ofthe table shows 45.25% ofthe respondents are having rented

    house.34.5% are having leased houses.20.25% are having owned house.

    GRAPH 3.8:

    INFERENCE: The maximum respondents are having rented house which indicates most of

    the customers wont be well settled. Only 20.25% are having owned houses so there is a huge

    potential.

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    3.9Earning members

    Table 3.9

    Table [3.9] showing earning members ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    1 180 45

    2 170 42.5

    3 48 12

    MORE THAN 3 2 .5

    ANAL SIS: The analysis ofthe table shows 45% respondent are having only one earning

    memberin their family.42.5% have two members.12% have three members..5% have more

    than three members

    GRAPH 3.9:

    INFERENCE: The maximum respondents are havingonly one earning memberin their

    family indicating less purchasing power and less disposable income.42.5% are having two

    members, 12% are having three members and .5% is having more than three members

    indicating these groups have more disposable income and more purchasing power.

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    3.10Education

    Table 3.10

    Table [3.10] showing education ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    BELOW GRADUATION 60 15

    GRADUATION 193 48.25

    POST GRADUATION 120 30

    PROFESSIONAL DEGREE 27 6.75

    ANAL SIS:

    The analysis ofthe table shows 15% ofthe respondent are below graduate ,49.25% are

    graduate,30% are post graduate, 6.75% are having professional degree.

    GRAPH3.10:

    INFERENCE:

    The maximum respondents are graduates followed bypost graduates and professional degree

    which indicates most ofthe customer willlook for value for money, in terms of better service

    and good products with affordable price.

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    3.11Mode of transport

    Table 3.11

    Table [3.11] showing mode oftransport ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    TWO WHEELER 281 70.25

    FOURWHEELER 59 14.75

    BUS & AUTO 60 15

    ANAL SIS:

    The analysis ofthe table shows 70.25% are having two wheeler, 14.75% are having four

    wheeler, and 15% are using public transport.

    GRAPH:3.11

    INFERENCE:

    The maximum respondents are having two wheelers which indicate adequate parking space

    have to be provided. Next comes four wheeler and public transport .This also indicate their

    social setup.

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    CUSTOMER BUYING BEHAVIOUR

    AND PERCEPTION TOWARDS BIG

    BAZAAR

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    3.(B) CUSTOMERBUYING BEHAVIOUR AND PERCEPTION

    TOWARDS BIG BAZAAR3.12Place of purchaseTable 3.12

    Table [3.12] showing place of purchase ofthe respondents ofthe surveyconducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGE

    LOCAL 363 90.75

    ORGANISED RETAIL 37 9.25

    ANALYSIS:

    The analysis ofthe table shows 90.75% are purchasing from local vendors.9.25% are

    purchasing from organized retail.

    GRAPH 3.12:

    INFERENCE:

    The maximum respondents are purchasing from local vendors, this is because oflack of

    organized retail format presentin this area, Which also indicate a huge potential forBig

    bazaar. Only 9.25% are used to purchase from organized retail.

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    3.13Frequency of purchase

    Table 3.13

    Table [3.13] showing frequency of purchase ofthe respondents ofthe survey conducted:

    PARTICULARS PERCENTAGE

    GROCERY(1 MONTH) 80

    F&V(1 WEEK) 50

    C&F(SPECIAL) 45

    HP(1 MONTH) 73

    KI(ADWN) 100

    HE(ADWN) 99

    F(ADWN) 99

    ** NOTE.. F& V - FRUITS AND VEGETABLES,C & F - CLOTHING & FOOTWEAR

    H & P - HOME & PERSONAL CARE, KI - KITCHEN ITEMS

    HE - HOME ELECTRONICS, F - FURNITURE

    ADWN- AS AND WHEN NEEDED

    ANALYSIS:

    The analysis ofthe table shows 80% ofthe respondent purchase grocery in 1 month time,50%purchase F&V in 1 week , 45% purchase C& F in special occasions, 73% purchase H & P in

    1 month, 100% purchase KI as and when needed, 99% purchase both HE& F as and when

    needed.

    GRAPH 3.13:

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    INFERENCE: This indicates the buying behavior of respondent and whatthey purchase

    more frequently.

    3.14Staple food

    Table 3.14

    Table [3.14] showing staple food ofthe respondents ofthe survey conducted:

    PARTICULARS NO.OF RESPONDENT PERCENTAGERICE ,RAGI & ATTA 280 70

    RICE & RAGI 20 5

    RICE & ATTA 100 25

    RAGI & ATTA 0 0

    ANALYSIS: The analysis ofthe table shows 70% respondent are having a combination of

    rice,ragi and atta as their staple food.5% and 25% are having rice & ragi and rice & atta

    combination.

    GRAPH 3.14:

    INFERENCE:

    The maximum respondents are having rice, ragi and atta as their staple food, which indicate

    big bazaar should provide them a large choice of product underthis category.

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    3.15 Average expenditure

    Table 3.15

    Table [3.15] showing average expenditure ofthe respondents ofthe survey conducted:

    PARTICULARS AVERAGE

    GROCERY 2500

    F&V 1000

    C&F 1000

    HP 750

    KI 500

    HE 10000

    F 1500

    ANALYSIS: The analysis ofthe table shows the average spending ofthe respondent on

    various items.

    GRAPH3.15:

    INFERENCE:

    The response indicates how much the respondents are spending on various items on an

    average.

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    3.16Buying decision

    Table 3.16

    Table [3.16] showing factors influencing buying decision ofthe respondents ofthe survey

    conducted:

    PARTICULARS PERCENTAGE

    PRICE 50

    EASY TO ACCESS 60

    QUALITY 89

    DISCOUNT 87

    CUSTOMERSERVICE 10

    WIDE RANGE OF PRODUCT 5

    ANALYSIS:

    The analysis ofthe table shows 89% respondentthinks quality is the important factor fortheir

    buying decision.87% for discount,60% for easy to access,50% for price.

    GRAPH 3.16:

    INFERENCE:

    The maximum respondents think quality is the mostimportant factorinfluencing buying

    decision. Followed by discount, easy to access and price. This indicates Big bazaar should

    give more importance to quality ofthe product, discount and easy to access.

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    3.17Shopping place

    Table 3.17

    Table [3.17] showing where do they go for shopping ofthe respondents ofthe survey

    conducted:

    PARTICULARS PERCENTAGE

    ENTIRELY OUT SIDE 3

    MOSTLY OUTSIDE 3

    MOSTLY INSIDE 9

    ENTIRELY INSIDE 85

    ANALYSIS: The analysis ofthe table shows 85% ofthe respondent goes entirely inside for

    their shopping, 9% mostly inside.

    GRAPH3.17:

    INFERENCE: The maximum respondents are purchasing entirely inside which indicates

    most ofthem purchase from local vendors. Big bazaar should come up with schemes which

    will attract customers to their store.

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    3.18Time spend

    Table 3.18

    Table [3.18] showing how much time they spend on shopping ofthe respondents ofthe

    survey conducted:

    PARTICULARS PERCENTAGE

    5 10 mins 0

    15 30 mins 5

    30 60 mins 10

    60 above 85

    ANALYSIS:

    The analysis ofthe table shows 85% ofthe respondents spend more than 60 mins, 10% spend

    30 60 mins, 5% 15 30 mins.

    GRAPH 3.18:

    INFERENCE:

    The maximum respondents spend more than 60 mins while shopping, which indicates they

    are not rational buyers they look for value for money .Big bazaar should take necessary stepsto make sure all customers will get some refreshment while shopping by providing extra

    service.

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    3.19Factors that attract

    Table 3.19

    Table [3.19] showing factor which attract while buying from apparel shop ofthe respondents

    ofthe survey conducted:

    PARTICULARS PERCENTAGE

    BRAND 30

    PRICE 45

    QUALITY 90

    STYLE 10

    ANALYSIS: The analysis ofthe table shows 90% ofthe respondent prefers quality, 45%

    price, 30% brand and 10% style.

    Graph 3.19:

    INFERENCE:

    The maximum respondents are preferring quality as a major factor from a apparel shop.

    Which indicates respondents are very much product conscious .30% respondent prefer price

    which indicate they are looking for value for money.

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    3.20Shopper

    Table 3.20

    Table [3.20] showing which describe as a shopper ofthe respondents ofthe survey

    conducted:

    PARTICULARS PERCENTAGE

    TOP BRAND 5

    NOT STRICT 95

    NOT BOTHERED 0

    ANALYSIS:

    The analysis ofthe table shows 95% of respondent are notstrict with brand. 5% are top brand

    conscious.

    GRAPH 3.20:

    INFERENCE:

    The maximum respondents are not much strict about brand, which indicates they are very

    conscious for value for money. Big bazaar should provide product range forthis category.

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    3.21Travelling

    Table 3.21

    Table [3.21] showing willingness to travel ofthe respondents ofthe survey conducted:

    PARTICULARS PERCENTAGE

    1 3 kms 30

    3 5 kms 30

    Above 5 40

    ANALYSIS:

    The analysis ofthe table shows 40% are willing to travel above 5 kms, 30% between 3 5

    kms and another 30% 1 3 kms.

    GRAPH 3.21:

    INFERENCE:

    The maximum respondents are willing to travel above 5 kms, which indicates Big bazaar can

    target customers in a range of 5 & above kms area. This indicates a huge potential forBig

    bazaar.

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    IDENTIFYING THE POPULAR MEDIA

    TO BE USED

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    3.(C) IDENTIFYING THE POPULAR MEDIA TO BE USED3.22Newspaper

    Table 3.22

    Table [3.22] showing newspaperthey read ofthe respondents ofthe survey conducted:

    PARTICULARS PERCENTAGE

    TOI 13

    DH 10

    PV 14

    VK 60

    OTHER 3

    ANALYSIS:

    The analysis ofthe table shows 60% ofthe respondents are reading vk, 14% are reading pv,

    13% are reading TOI ,10% are reading DH.

    GRAPH 3.22:

    INFERENCE:

    The maximum respondents are reading VK, which indicates to target customerthey should

    advertise on this newspaper which gotthe highest customer base in the given area. Followed

    by PV and TOI.

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    3.23Magazine

    Table 3.23

    Table [3.23] showing magazine ofthe respondents ofthe survey conducted:

    PARTICULARS PERCENTAGE

    TORANGA 25

    SUDHA 20

    THE WEEK 10

    OTHER 45

    ANALYSIS:

    The analysis ofthe table shows 45% are reading others, 25% are reading toranga, 20% are

    reading sudha, 10% are reading THE WEEK.

    GRAPH 3.23:

    INFERENCE:

    The maximum respondents are reading toranga which indicates to target customerthey

    should advertise on this magazine which gotthe highest customer base in the given area.

    Followed by sudha and THE WEEK

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    3.24Radio station

    Table 3.24

    Table [3.24] showing favorite radio station ofthe respondents ofthe survey conducted:

    PARTICULARS PERCENTAGE

    RADIO MIRCHI 40

    RADIO ONE 25

    SFM 15

    BIG FM 20

    ANALYSIS:

    The analysis ofthe table shows 40% are listening radio mirchi , 25% radio one ,20% big fm

    15% sfm.

    GRAPH 3.24:

    INFERENCE:

    The maximum respondents are listening to radio mirchiindicates to target customerthey

    should advertise on this radio station which gotthe highest customer base in the given area.

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    Chapter 4

    Findings and Suggestions

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    4.0 FINDINGS AND SUGGESTION

    4.1Finding Even at this time, the general public at Rajajinagar does not consider shopping as a

    wasteful extravaganza. This is a good indicator of a good future ahead for Big Bazaar

    Rajajinagar as, here shopping is turning out to a family experience.

    There is a huge opportunity for store-in-store to cater to specific local items duringlocal festivals and occasions.

    Catchment area study help store to know about the demographic profile of customer,existing competitors, entertainment zone, dinning and help to know where customers

    are currently going for shopping and reason for the same.

    Most of the retail store having in-house brands to compete with private label andcustomer also ready to purchase in-house brand if it suits to price their range and stuff

    they actually want.

    Customer service is one of important factor that influence the customer to visit stores. Offers/discounts also the factor that help store to increase number of footfalls. Most of customer is aware of loyalty program of branded retail store and being a

    member of this store also influence customer to go for shopping in the same store.

    Customer generally looks for rewards points, out store offers, invitees for specialevents and exclusive shopping day for end sale season to being a member of loyalty

    program.

    The majority of the populations are male. Respondents are mostly of the age group of 25-35 from junior management drawing a

    salary of 15000 - 20000

    The majority of the respondents are coming from nuclear family mostly rented houseand majorly having three family members with one or two members earning.

    The majority of the respondents are graduates and most of them owns a two wheeler The majority of the respondents are purchasing from local vendors entirely inside

    giving preference to the quality of the product

    The majority of the respondents are not much strict about brands and they spend morethan 60 mins while shopping and travel more than 5 kms.

    The majority of the respondents read VK newspaper, TORANGA magazine and listento radio mirchi.

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    4.2SUGGESTIONS:SAMAJS

    Akhil Karnataka Sahagar Samaj Seva Sangha

    Ekta Mahila Seva Samaj

    SSK Samaj Youth Association

    Asthika Samaj

    Gowda Saraswatha Sevak Samaj

    Asthika Samaj

    Overseas Indian Family Welfare AssociationK T S V Sangha

    Rajajinagar Yashasvini Mahila MandaliRajajinagar Residents Welfare AssociationVAYSHNAVI SAMAJSHRI RAJARAM AAJADHAB PATELASSOCIATIONMUTHALIAAR SEVA SANGAM

    1. These are the list of samajs which are personally visited in rajajinagar areawhich consist of more than 6000 members .Big bazaar should arrange

    personalized loyalty card for each member in this samajs so as to increase the

    loyal customer base and also customized offers to different samajs to increase

    footfalls. As all the members of this samajs are residence of catchment area.

    2. Big bazaar needs to concentrate on the requirements of family customers

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    CONCLUSION

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    5.0 Conclusion:

    Retail is one of the booming sectors in present scenario. Each factor starting from deciding

    the location to create customer loyalty play a significance role for creating a market share for

    any branded retail store.

    Location of an retail store itself have to look other factor before deciding upon it these are

    entertainment part, traffics movement, demographic profile, lifestyle and of course

    competitors in that catchment area.

    Survey show that customer look for many factors to visit and shop from any retail store

    ,broadly they look for customer service, offer/discounts and last but not the least for brand,

    range of products and price.

    To conclude, branded retail store have a look over the catchment area so to plan accordingly

    their move towards increase more of their customer and should focus on long term

    relationship with customer that finally able to create customer delight.

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    BIBLIOGRAPHY

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    6.0 BIBLIOGRAPHYy www.live.com : For looking articles on retail sector.

    y www.google.com

    y KPMG retail report March 2010.

    y www.wikipedia.com

    y www.bbmp.comy Department of Tourism rajajinagar.

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    Annexure

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    7.0 ANNEXURE

    1, what is your status in your household:

    Chief wage earner

    Other wage earner

    House wife-working

    House wife- non working

    2, gendermale female

    3, which year were you born? ..

    4, marital status:

    single

    married

    divorces/separated/widowed

    5, family type:joint nuclear

    6, nature of house occupied:rented leased owned

    7, number of members in the family:2 3 4 5 more than 5

    8, how long have you been living in your current residence

    Less than 1yr 1-5 yrs above 5 yrs

    9, for statistical purposes only. What is the monthly income of your household?

    Below 10000

    10000-15000

    15000-20000

    20000-25000

    Above 25000

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    10, earning members:1 2 3 more than 3 specify..

    11, what is your current occupation:

    Salaried professional (top management)Salaried professional (junior management)

    Self employed

    Business men/ industrialist

    Others (specify)

    12, education

    Below graduation graduation post graduation professional degree

    13, mode of commuting:two wheeler four wheelerbus auto

    14, which of the following staple food do you consume: riceragiatta

    15, average quantity consumed per month

    1-2 kg 3-5 kg 5-10kg Above 10kg

    rice

    ragi

    atta

    16, place of purchase:local vendor organized retail (specify).GroceryF&VClothing & footwear

    Home& personal careKitchen items

    Home electronicsFurniture

    17, frequency of purchaseGrocery:

    Once a week twice a weekonce a month once in 2 monthsF&V

    Once a week twice a week once a month once in 2 monthsClothing & footwear

    Once in 3 monthsonce in 6 months special occasions

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    Home & personal care

    Once in 1 month once in 2 months once in 3 monthsKitchen items

    In 6 monthsspecial occasions as and when neededHome electronics

    Once in a year special occasion as and when neededFurniture

    Once in a year special occasions as and when needed

    18, electronics found at home:

    Refrigerator,washing machine,lcd TV,flat TV,iron box,water

    heater,ac ,microwave,hair drier,home theater,mobiles,computers, laptop

    19. Average expenditure on:

    Grocery (in a month)

    F&V (in a month)

    Clothing & footwear (in 3 months)

    Home& personal care (in a month)

    Kitchen items (in 3 months)

    Home electronics (when brought)

    Furniture (when brought)

    20, where do you go for all your shopping needs

    Entirely within your locality

    Mostly in the locality some outside the locality

    Mostly outside the locality

    Entirely outside the locality

    21, factors influencing buying decision/which of the following will attract you more to buy

    from a particular shop:Price,easy to access,quality,discount,customer service,widerange of products

    22, on an average how much time do you spend on shopping?

    5-10 mints 15-30 mints 30mints-1 hr above 1 hr

    23, which of the following will attract you more to buy from a particular apparel shop

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    Brand price quality style

    24, which of the following will describe you as a shopper?

    Only top brands for me, conscious but not strict about brands,

    Not bothered about brands

    25, which newspaper does you follow

    Toi, DH,PV,vk, others specify.

    26, which magazines do you read..

    27, which TV channel do you watch most..

    28, how far are you willing to travel for your shopping needs..

    1-2kms 2-3km 4-5km above 5km

    29, which is your favorite radio station

    Red fm,radio mirchi,radio one,sfm.big fm30...have you shopped at big bazaar, if yes please tell us the location where you went andwhat you felt about your visit to big bazaar..

    Location.Feedback

    Just for our reference please provide the following details. we assure you your contactinformation will be kept secret and will not be shared with a third party, thank you.

    Name.Addresses.Phone no.Email id.

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