49948336-Big-Bazaar

Big Bazaar, OMR

ACKNOWLEDGEMENT

I would like to extend my sincere thanks to Mr. Uma Shankar (HR), Miss

Niyathi Shetty (Deputy Manager, Marketing), Mr. Ravi Prakash Singh (Store

Manager, Big Bazaar, OMR) & specially Shri Jay Acharya (Manager,

Marketing), my project guide for his guidance and support throughout my

training at Future Value Retail Limited, for Big Bazaar (OMR), Bangalore. His

calm demeanour and willingness to teach has been a great help in my

successfully completing the project. My learning has been immeasurable and

working under him was a great experience.

My heartfelt thanks is also extended to all the staff of Future Value Retail

Limited and Big Bazaar (OMR) for providing a hospitable and helpful work

environment and making my summer training an exciting and memorable event.

My sincere thanks to Mr. C. N. Kshetragna, my internal faculty guide, whose

continuous help and enthusiasm has helped me to complete the project

successfully.

I also wish to thank Christ University Institute of Management for making this

experience of summer training in an esteemed organization like Future Value

Retail Limited possible. The learning from this experience has been immense

and would be cherished throughout life.

Sudeep Chakraborty

Christ University Institute of Management

Christ University Institute of Management Page 1

Big Bazaar, OMR

SYNOPSIS

Project Title

To do a catchment study within the radius of 6km for the Big Bazaar, Old Madras Road,

Bangalore.

Problem

Less number of footfalls then estimated, in the Big Bazaar, Old Madras Road, Bangalore.

Methodology

A primary research based on a well structured questionnaire and personal interviews with the

people of that region.


Big Bazaar, OMR

EXECUTIVE SUMMARY

The objective of the project was to do the catchment study for the Big Bazaar in Old Madras

Road, Bangalore in order to find out the Red Areas and the Green Areas within its 6km

radius and to find the possible reasons for low foot falls in the store and also to suggest ways

to improve their effectiveness and to find out the scope for their broader implementation.

The purpose of the project is to essentially give Future Value Retail Limited an idea about

the customer awareness level with respect to this initiative and to present customer’s needs

and preferences which would help the company in improving the service level as well as the

product offering under the initiative and simultaneously increase the customer loyalty

towards the company.

The project was designed accordingly. A primary research was conducted across the 6km

radius of the Big Bazaar, Old Madras Road. The entire area is divided into four major

clusters depending on their location. Cluster ‘A’ comprises of Kasturi Nagar, Banaswadi,

Ramamurthy Nagar and Dooravani Nagar; Cluster ‘B’ comprises of Indiranagar and Hoysala

Nagar; Cluster ‘C’ comprises of C V Raman Nagar and Kaggadaspura; and Cluster ‘D’

comprises of Ulsoor and Kodihalli.

The research tool was the specially designed questionnaire and interview with the residents

of the above mentioned areas. The questions covered a wide range of issues including:

their exposure to different types of media,

who accompanies them in their shopping,

who takes the final buying decisions,

their preferences in shopping with Big Bazaar,

their lifestyle and daily habits.

For the purpose of this research it was absolutely imperative to find out what the peoples

want while they are out for shopping. This required meeting the peoples and filling up the

questionnaire according to their responses and to discuss with them the issues related with

this initiative. All the analysis in the report is drawn out of these questionnaires and all


Big Bazaar, OMR

conclusions are drawn and the recommendations made to the company are based on the

results of the analysis.

From the detailed analysis it could be conclude that areas belonging to the Cluster ‘A’ can be

considered as the ‘Red Area’ which is the major reason for the less number of foot falls in

the store. Cluster ‘B’ and ‘C’ comes under ‘Green Area’ with contributing majority of foot

falls. Whereas in Cluster ‘D’, people’s response were average.

This research will provide Future Value Retail Limited with information like the current

awareness level, the satisfaction level, response of people towards the initiatives; their needs

and preferences etc. This will help the company in taking a decision to improve the

effectiveness of their initiative.


Big Bazaar, OMR

TABLE OF CONTENTS

Sl. No. Topics Page No.

1 General Introduction 6

2 Introduction to Big Bazaar (OMR) 11

3 About the Project 21

4 Process/Methodology of Study 22

5 Data Collections 26

6 Observations, Analysis and Discussions 30

7 SWOT Analysis of Big Bazaar (OMR) 46

8 Conclusions 47

9 Recommendations 48

References 50

Appendix - 1 (Questionnaire) 51


Big Bazaar, OMR

GENERAL INTRODUCTION

1.1 Introduction to Retail Industry

In India, organized retail constitutes about 5% of total retail and is poised to reach 15-20% in

the next few years. This indicates tremendous potential for the sector for the next few years.

The future will also see the pantaloon of several new concepts targeted at the Indian

consumer.

Further, retail development will not just occur in Tier 1 cities, but will have far more

significance in Tier 2 & 3 cities as well. The consumption drive would be fuelled in smaller

towns and cities. There would be definite customer responsiveness towards Value Added

products and services in the next few years. Since value retailing touches the mass of the

population, and with organized retailing at about USD 25 billion at present, value retailing

has the scope to almost double.

Retail is India’s largest industry, contributing for over 10 per cent of the country’s GDP and

around eight per cent of the employment. Retail industry in India is at the crossroads. It has

emerged as one of the most dynamic and fast paced industries with several players entering

the market. But because of the heavy initial investments required, break-even is difficult to

achieve and many of these players have not tasted success so for. However, the future is

promising; the market is growing, government policies are becoming more favourable and

emerging technologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom industry. The

whole concept of shopping has altered in terms of format and consumer buying behaviour,

ushering in a revolution in shopping in India. Modern retail has entered India as seen in

sprawling shopping centres, multi-storied malls and huge complexes offer shopping,

entertainment and food all under one roof, the Indian retailing sector is at an inflexion point

where the growth of organized retailing and growth in the consumption by the Indian

population is going to take a higher growth trajectory. The Indian population is witnessing a

significant change in its demographics. A large young working population with median age

of 25 years, nuclear families in urban areas, along with increasing working-women


Big Bazaar, OMR

population and emerging opportunities in the service sector are going to be the key growth

drivers of the organized retailer sector in India. The market size of Indian retail industry is

about USD 400 billion. Organized retailing comprises only 2.8 per cent of the total retailing

market and is estimated at around USD 25 billion.

1.2 Future Value Retail Limited

Retail forms the core business activity at Future Group and most of its businesses in the

consumption space are built around retail. Future Group’s retail network touches the lives of

more than 200 million Indians in 73 cities and 65 rural locations across the country. The

group currently operates around 1,000 stores spread over 16 million square feet of retail

space. Present in the value and lifestyle segments, the group’s retail formats cater to almost

the entire consumption expenditure of a wide cross-section of Indian consumers.

Led by Pantaloon Retail, the group’s flagship company, the group manages some of India’s

most popular retail chains like Pantaloons - a chain of fashion destinations, Big Bazaar - a

uniquely Indian hypermarket chain, Food Bazaar - a supermarket chain that blends the look,

touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and

quality and Central - a chain of seamless destination malls. Some of its other formats

include Ethnicity - India's first concept store, which recreates the experience of a traditional

ethnic market in a modern retail format, Brand Factory, Planet Sports, aLL, Top

10 and Star and Sitara. The group also operates India’s most popular online shopping

portal www.futurebazaar.com.

Retailing of products and services related to home building and home improvement is led

through the group’s formats, Home Town, a large-format home solutions store, along with

specialized formats for home furniture and home furnishing through, Collection

i and Furniture Bazaar and consumer electronics through eZone and Electronics Bazaar.

The group also operates India’s leading rural retailing chain, Aadhaar that is present in over

65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative, provides a

complete solution provider for the Indian farmer.


Big Bazaar, OMR

Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India)

Limited. This entity has been created keeping in mind the growth and the current size of the

company’s value retail business, led by its format divisions, Big Bazaar and Food Bazaar.

The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other

formats, in over 70 cities across the country, covering an operational retail space of over 6

million square feet. As a focussed entity driving the growth of the group's value retail

business, Future Value Retail Limited will continue to deliver more value to its customers,

supply partners, stakeholders and communities across the country and shape the growth of

modern retail in India.

1.3 Details about the Founder & Origin of the Company

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group

Chief Executive Officer of Future Group. A quintessentially Indian experience, it doesn’t

promise more than it delivers. Basic worth allied with reasonable pricing is their USP. The

store itself and the products it stocks may not be on the cutting edge of technology or

sometimes even retail but the customer can be assured that he/she is getting their money’s

worth.

Their first store opened in Calcutta in 2001, on VIP Road, in the ground floor of a residential

building. This was the first departmental store that offered regulated parking services,


Big Bazaar, OMR

apparel, steel vessels and electronics under one roof, and all at the most competitive prices!

The format got bigger and better with the introduction of fresh food and vegetables.

1.4 Aim & objectives of the Founder

Aim is to get customer a great range of products at great prices.

Objective

Aggressive Prices.

Unmatched Selection of Products and Brands.

Seamless end-to-end Logistics Solution.

Dedicated Customer Care for online customers as well as corporate clients.

Our Brand Association.

1.5 Mission & Vision of the Organization

VISION

Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer

in the most profitable manner.

MISSION

We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.


Big Bazaar, OMR

We shall ensure that our positive attitude, sincerity, humility and united determination shall

be the driving force to make us successful.

CORE VALUES

Indianess: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.

Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long term relationships.

Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.


Big Bazaar, OMR

INTRODUCTION TO BIG BAZAAR

Big Bazaar is the flagship hypermarket retail chain from Future Group, having 120 stores

across the country. With its motto of 'Is Se Sasta Aur Accha Kahin Nahin', Big Bazaar

ensures that all the products are of good quality and offered at the lowest prices. Promising

'more for less', Big Bazaar, offers 1.6-lakh mass-market product ranges that are sought by a

majority of Indian consumers. It also offers a host of value-added services. The special

discounts and promotional offers, which are available at regular intervals, makes the format

very unique and distinct. The consumer experiences a new level of standard in price,

convenience, comfort, quality and store service levels.

The first store of Big Bazaar was opened in Calcutta in 2001, on VIP Road, in the ground

floor of a residential building. This was the first departmental store that offered regulated

parking services, apparel, steel vessels and electronics under one roof, and all at the most

competitive prices! The format got bigger and better with the introduction of fresh food and

vegetables – Food Bazaar, introduced as a shop in shop concept, which then went on to

become a very successful standalone store around India. A super quick roll out of stores

across India followed with this format becoming a huge hit with the middle and lower middle

class – a huge client base. Of course, now the Future Group is about many more brands and

formats like Pantaloons, Central, HomeTown, eZone, Depot, LootMart, Brand Factory,

Scullers, Urbana, Indigo Nation, One Mobile, Staples, Etam, Lee Cooper Sports Bar, Copper

Chimney and F123.

The next watershed for brand Big Bazaar was the introduction of the “Sabse Sasta Din” in

January 2005, when the Indian Republic Day holiday was utilized to make sure that hordes

of consumers descended on all Big Bazaars across the country to buy all kinds of household

items – cheap. There were scenes of customers actually vigorously fighting over items in-

store, long queues and this was followed by another unique initiative – the “Juna Do Aur

Naya Lo” where customers were encouraged to bring in their old clothes, utensils, furniture

and electronics, sell them at a predetermined price and receive coupons that enabled them to

receive a discount on goods in store. Even with preconditions like ‘the customer has to buy

four times the value of the coupon, the coupon is valid only for seven days’, the mounds of


Big Bazaar, OMR

old clothes and items outside these collection centers were testimony to the success of this

gambit. Big Bazaar was also the first to designate Wednesday as the ‘Hafte Ka Sabse Sasta

Din’ – with extra special discounts offered to lure the customer into the store midweek – with

the usual result, a crowded store! This naturally has been copied by every retailer in the same

bandwidth, pronto.

Kishore Biyani is reported to have said that the word ‘bazaar’ was mandatory for the name as

they wanted to replicate the Indian mandi or market feel, and ‘big’ came about because this

was a much larger concept than just a regular market. The clarity of ideas is evidenced by the

fact that they had frozen the punch line “Isse Se Sasta Aur Achha Kahi Nahi” much before

any meeting with creatives to design the final logo of Big Bazaar. It was intentional then and

has been kept up to date as the stores reflect India and Indianness by keeping tabs on the

local culture, diversity and customs to grow with society rather than as a separate entity.

Of course the experience in each store varies as individual stores are treated like a small

family with its own head of the family – Karta – the store manager. This is sometimes a

negative thing if the influence of the head or karta cannot be perceived or counted upon and

leads to vastly varied customer interactions, where one store scores over the other, within the

same locality, a very confusing thing for the customer. The standardization that one expects

with a multi city and store operation is somewhat lacking – whether in terms of merchandise

stocked, service offered or even just the overall intangible feel of vibrancy that exists in some

stores and is completely absent in others.

But this is definitely sidelined by the continuing success story of this store, where even a

recession has not dented their customer base – probably because they are perceived as being

‘on the customer’s side’.

2.1 Concept of Big Bazaar Family Center

The Family Center aims to build and nurture relationships with customers of multiple

communities, be they Bengalis, Christians, Muslims, Marwaris…becoming the preferred

shopping destination for their entire family. This store boasts a wide range of products

available across categories. From daily household needs of food and grocery to apparels,


Big Bazaar, OMR

footwear, toys, luggage, kitchenware, bed and bath ware, home décor, furniture, electronics

and fine gold jewellery; Big Bazaar Family Centre have an exciting array of attractive offers,

deals and discounts, ensuring something for everyone in the family, to shop for, and a

maximum ‘value for money’ for all customers.

2.2 Location of the Store

Big Bazaar (Family Center)

Salarpuria Nova, No. 1 & 2,

Varthur Road, Old Madras Road,

Bangalore – 560027, Karnataka

Ph: (080) 4018 6666 / 48

2.3 Introduction to Big Bazaar, Old Madras Road (Bangalore)

In India when a customer needs something for home, a typical thought is to seek it from the

bazaar. A bazaar is a place where a complete range of product is always available to the

consumer. This is true all over India. As the store would offer a large mix of products at a

discounted price, the name big bazaar was finalized. That is how the store design was

finalized. The store should on one hand provide the customer the look and feel of a bazaar

and on the other hand should provide them a shopping experience.

The store design and layout tells a customer what the store is all about. It is a very strong

tool in the hands of the retailer for communicating and creating the image of the store in

mind of the customer. The design and layout of the store are a means of communicating the

image of the retail store. The primary consideration that a retailer takes into account while

choosing the look of his store is his target audience, their need and their buying behavior,

secondly the merchandise that he is going to sell.

OMR big bazaar (super center and hypermarket) is a 7floor building comprising of 13 home

line of business, 4 joint ventures with (Lee cooper, Loot mart, Dollar store, Navras gold

jewellery, sports) and few shop in shop. OMR big bazaar is the India’s biggest big bazaar


Big Bazaar, OMR

with a 12000 per sq. feet sales. It comprises of built up area of 126655 sq. feet and retail area

of 65043 sq feet with average footfalls of 7000 customers per day. Big bazaar is coming up

of with more shop in shop so that they can cater to the needs of diverse culture of customers

coming to the store. Customer coming to big bazaar can shop, eat and entertain themselves

under one roof.

There are many promotional activities done in the store to promote the in house brands.

These activities are usually performed on big days in the week like Sundays, Saturday and

Wednesday. The activities done are fashion show to promote fashion @ big bazaar. Fashion

show was conducted in the exterior of the store by models that performed on the ramp

wearing big bazaar clothing. Other activities are small games such as quiz contest, fashion

show, etc. are been played to entertain customers and on the same front promote their

products. Wednesday bazaar is mostly targeted at house wife handling low budgets for the

week. Impulse bins are kept in areas where there are heavy footfalls and cash counters to

make customers buy the products.

2.4 Target Audience:

Big Bazaar targets higher and middle class customers.

The large and growing young working population is a preferred customer segment.

Big Bazaar specifically targets working women and home makers who are the

primary decision makers.

2.5 Features of Big Bazaar, OMR, Bangalore

In Big Bazaar, OMR following features are there:

1. OMR outlet focuses on all classes.

2. It is a one-stop shop, anything and everything which is in the market is present here.

3. Gaming section F.123 is there which cannot be found in all outlets

4. Unisex salon Star N Sitara is there.


Big Bazaar, OMR

5. The food court is there where one can have refreshments and relax.

6. Lifts are there for convenience.

7. Photo section is there on the ground floor where one can take out prints in different

ways.

2.6 Ground Floor:

The ground floor comprises of food and non- food items. In short there are products which

are included in the daily necessities check list of the customers. When we enter in the store

we see vegetables and fruits on the right side and food items, personal care product on the

left. This floor mainly is known as food bazaar. It consists of following department such as:

1. food items

o chill zone

o chip zone

o hungry kya

2. non- food items

o personal care

o home care

o fabricleen

3. staples:

o basic staples

o cooking mediums

4. fruits and vegetables

5. photo shop

6. live kitchens

7. medical


Big Bazaar, OMR

8. dollar store

9. liquor shop

2.7 1st Floor:

The first floor accommodates apparel department (men & ladies). Ladies and men

mannequins dressed in updated trends on cubes & platforms looks attractive. Secondly the

heavy discounts entice the customer to buy the products. One gets everything he/she needs in

apparels. The categories are:

1. Men wear

o men casuals

o men formals

o men denims & tees

o men nightwear

o men seasonal wear

o men accessories

o men sport wear

o men occasional wear

2. Ladies wear

o ladies accessories

o ladies nightwear

o ladies ethnic(dress materials, sari, kurtas etc)

o ladies western

o ladies western formals

o ladies western party wear

o ladies seasonal wear


Big Bazaar, OMR

o ladies sportswear

3. Jewelry

4. Loot mart

5. Cosmetics

6. Customer Service Desk

2.8 2nd Floor:

This floor comprises of plastic, utensils and crockery this section is located on the 2nd floor to

push the crowd in upward direction and secondly the products kept here are planned

purchase products. It also comprises of few impulse buying products such as ladies hand

bags and foot wears this also helps in pushing the customer upwards in the store. Thus 2nd

floor comprises of the following categories:

1. Kids wear

o girls wear

o boys wear

o toddlers

o kids accessories

2. Kids games & toys

3. Soft toys

4. Sports equipments

5. Footwear

6. Luggage

7. Ladies handbags(jute cottage is a shop in shop

8. Hardware & auto accessories.

9. PUC (plastic, utensils & crockery)


Big Bazaar, OMR

10. Cookware

11. Navras gold jewelry(shop in shop)

2.9 3rd Floor:

The floor is all about making your house look good. Yes, this floor is known as home bazaar.

Good quality with heavy discounts is what attracts customers to this floor modular kitchens,

bed rooms, living room, kids room are designed in different ways to give customers the idea

of how the colure schemes changes the look of the product. Co-ordinate presentation is an

effective way of display.

There are architect service been provide so that the customers can take the advice of the

architect and plan for the purchase. Customers can even customize the product. This floor

consists of the following:

1. Modular kitchens

2. Modular bed rooms

3. Modular living rooms

4. Kids room

5. Grab n go

6. Office furniture

7. Mattress

8. Home fashion

o bed sheets

o curtains

o carpets

o pillows

9. Home décor

10. Home lights


Big Bazaar, OMR

11. Home accessories

2.10 4th Floor:

This floor is known as electronic bazaar. Customers who are gadgets lovers will enjoy

moving around this floor. This floor comprises of demo rooms where in the customer can see

the demo of different gadgets they would like to purchase. It also consists of part of home

bazaar. There is future money which provides instalment payment system for customers.

Categories on this floor are:

1. Home improvements

o floorings

o lockers & handles

o mirrors

o bathroom sets

2. Staples(SIS)

3. Depot

4. Electronic bazaar.

o white goods

o small appliances

o my things

o AC & geysers

o LCD

o audio

5. Future money

2.11 5th Floor:


Big Bazaar, OMR

Here is where customers can eat, play and relax themselves after shopping. The restaurant at

OMR big bazaar have diverse food for customer from every culture Punjabi, chat, rolls,

juices, south Indian food, ice creams, Chinese etc. when the customer enters the 5 th floor the

first and foremost thing that he/ she sees is the display of the food dishes at the everyday low

prices.

There are buffet dinners and lunch on the main days of the week such as Sunday, Saturday.

Just along with the restaurant there is a game parlor wherein kids can enjoy themselves buy

just putting a coin inside the machine. On the other side of the floor is a beauty salon called

star $ sitara with quality service at reasonable prices that suits the big bazaar tag line “Isse

Sasta Aur Acha Kahi Nahi”.

1. Food court (restaurant)

2. Game zone

3. Beauty salon star $ sitara


Big Bazaar, OMR

ABOUT THE PROJECT

3.1 Title of the Project

To do a catchment study within the radius of 6km for the Big Bazaar, Old Madras Road,

Bangalore.

3.2 Objective of the Study

The Research project has been carried out to aid Future Value Retail Limited and Big

Bazaar, OMR in knowing the lifestyle, preferences, etc. of the people from its catchment

area. It would also help the Company in offering services that the customer needs and also to

improve on some of the existing services of the Company. The objective of the project is:

1. To study the lifestyle and characteristics of the people belonging to the catchment

area.

2. To study what influences their buying decisions.

3. To study the awareness/satisfaction level of the people towards the initiatives taken

by the Big Bazaar, OMR.

4. To suggest ways to increase the foot falls in the Big Bazaar, OMR.

3.3 Purpose of the Study

To maintain and increase the foot falls in the Big Bazaar (OMR), Future Value Retail

Limited decided to have a thorough insight into the lifestyle and characteristics of the people

and what are the effects of the initiative it has taken, which depends upon the customer

perception of the product conception and their views towards the service provider, thus, the

feedback from the customers becomes all the more important.


Big Bazaar, OMR

The Company wants to strengthen its service and product offering by gathering information

about the true market feedback. Future Value Retail Limited needs to know about the

customers’ preference and opinion in this regard.

PROCESS/METHODOLOGY OF STUDY

In business collection of raw data allows the managers to see the real scenario and then take a

decision as per the data obtained. There are several implications in this statement:

Future Value Retail Limited gets a clear picture of the catchment area of the Big

Bazaar (OMR) and current state of its service and level of successful implementation

of its initiatives.

They can examine the available information in the form of data to make a decision.

They can even get a clear picture of the scenario or potential of the offerings and also

their comparison with other sources of product availability.

This will help the company in making any decision.

The information can only be gathered by data collection and then analyzing the

available data.

Therefore, it can be said that the data collection is an important part of the project.

4.1 Procedure

The procedure that followed can be enlisted as below:

Knowing and Understanding the initiatives of Big Bazaar (OMR).

Deciding on the objective to proceed.


InformationData

Raw numbers

Big Bazaar, OMR

Developing Survey instruments.

Conducting personal interviews and collecting data from the catchment area.

Finally analyzing the data

4.2 Process adopted

1. Gaining knowledge about the initiatives:

Going through the entire store setup of the Big Bazaar (OMR). Also a briefing by the

company officials helped in gaining sufficient knowledge about the initiatives taken. This

gave not only in depth knowledge about what is been offered by the company but also

proved useful while developing the questionnaire.

2. Steps in the Development of the Survey Instruments

The main instruments required for survey was a well-developed questionnaire. The

questionnaire development took place in a series of steps as described below:

Step 1: Research objectives are being transformed into information objectives

Step 2: The appropriate data collection methods have been determined

Step 3: The information required by each objective is determined

Step 4: Specific Questions/Scale Measurement format is being developed

Step 5: Question/Scale Measurement is being evaluated

Step 6: The number of information needed is being determined

Step 7: The Questionnaire and layout design is being evaluated

Step 8: Revise the Questionnaire layout if needed

Step 9: The Questionnaire format is being finalized

3. Customer Survey and interview:


Big Bazaar, OMR

The people play an important part as a clear perception of people about the product can

be estimated and known. Studying the need levels of the people regarding the grocery and

other products can be observed. It was very useful in knowing about the requirements of the

people.

4.3 Research Design

A Primary Research was conducted:

The questionnaire was prepared for the catchment area of the Big Bazaar (OMR) and

following areas covered:

Current Satisfaction Level for customers

Changes observed by them in recent days

The preference for services offered

Their faith on organised retail format

For Big Bazaar (OMR) initiatives their awareness level

Their way of purchasing

Important criteria for choosing a particular method of purchase

Factors affecting their purchasing decisions

Their latent demands.

4.4 Sampling Plan

The entire area is divided into four major clusters depending on their location. Cluster ‘A’

comprises of Kasturi Nagar, Banaswadi, Ramamurthy Nagar and Dooravani Nagar; Cluster

‘B’ comprises of Indiranagar and Hoysala Nagar; Cluster ‘C’ comprises of C V Raman

Nagar and Kaggadaspura; and Cluster ‘D’ comprises of Ulsoor and Kodihalli.

4.5 Elements


Big Bazaar, OMR

The target population of the study included the residents across the 6km radius of the Big

Bazaar (Old Madras Road).

Sample size: 400 Residents of the catchment area.

Method: Questionnaire along with interview

4.6 Research Methodology

(1) RESEARCH DESIGN

Descriptive research

Sample Survey – Residents across the 6km radius of the Big Bazaar (OMR).

Area of survey – Kasturi Nagar, Banaswadi, Ramamurthy Nagar, Dooravani Nagar,

Indiranagar, Hoysala Nagar, C V Raman Nagar, Kaggadaspura, Ulsoor and Kodihalli.

(2) DATA COLLECTION METHOD

Primary Data

(3) POPULATION DEFINATION

Residents across the 6km radius of the Big Bazaar (OMR), Bangalore.

(4) SAMPLING DESIGN

Convenience


Big Bazaar, OMR

DATA COLLECTIONS

5.1 Data Collection Plan

Initially information was gathered through the company officials and website about the

products and offerings in the store of Big Bazaar (OMR). Then the residents across the 6km

radius of the store were contacted for their feedback and to gather information regarding their

lifestyle and characteristics.

5.2 Types of Primary Data collected

The following tools were used during the collection of primary data:

1. Personal Details :

These personal details help in categorising people on the basis of their age, sex, religion,

occupation, etc. to give a better and clear view of the demographics of the catchment area. It

helps in determining what category or group of people have what kind of purchasing

behaviour. The success of a retail outlet depends largely on knowing well its catchment area

and its demographics.

2. Lifestyle/Characteristics :

Lifestyle is a term to describe the way a person lives. It is a characteristic bundle of

behaviours that makes sense to both others and oneself in a given time and place. A good

knowledge of the lifestyle of the people would help the company in taking more effective

initiatives.

3. Attitudes/Opinions :

The questionnaire was used to get hold of individual’s preference, inclination and

requirement from the products that the Company offers to its customer. Attitude is an

important notion in the marketing literature, since it is generally thought that the attitudes are


Big Bazaar, OMR

related to the behaviour of individual, due importance was accorded to this and noting made

based on interviews.

4. Awareness/Knowledge :

They are used in marketing research and refer to what respondents know about the product or

initiative For instance; here efforts have been made to find out the market awareness

regarding the new initiatives.

5. Intentions :

A person’s intentions refer to the individual’s anticipated or planned behaviour. The

research aims at finding out through the collected primary data the intentions of the people in

general about the Non-Fuel Revenue initiative through their implicit and explicit behaviour.

In this project the customers have been segregated as per their intentions about the initiative

of Big Bazaar (OMR). The intentions gathered are divided into the following groups:

People who visit Big Bazaar (OMR) and are satisfied.

People who visit Big Bazaar (OMR) and are not satisfied.

People who never visit Big Bazaar (OMR).

6. Motivation :

Through the questionnaire efforts have been made to find the hidden need or want of an

individual and whether these people can be tapped as the potential customer for Big Bazaar

(OMR) initiative.

7. Behaviour :

Behaviour concerns what subjects have done or are doing. Through the questionnaire the

behaviour of the individuals regarding the product and their responses have been found. If

the responses are favourable then the person can be said to be our potential customer. The

primary data serves as an important tool to measure the behavioural trend of the customer. It

helps in answering few vital questions like:


Big Bazaar, OMR

Which factors will cause him to buy from Big Bazaar?

Where he expects from the company?

Which products he prefers?

Thus, it helps to draw a comparison between the Purchase and the observed behaviour of the

individuals.

5.3 Obtaining the Primary Data

The data collection was primarily done through communication. Communication involves

questioning respondents to secure the desired information, using a data collection instrument

called questionnaire.

5.4 Versatility

It is the ability of a technique to collect the information on the many types of primary data of

interest to marketers. It has also been found that some of the people do not answer truthfully

to all the questions especially in the case of the personal details.

5.5 Limitations

There was difficulties/obstacle faced during the initial part of the project, which were

however overcome successfully. To list:-


COMMUNICATION

Degree of structureStructured

Degree of DisguiseUndisguised

Method of AdministrationPersonal Interview

Big Bazaar, OMR

1. It was difficult to break the ice with the common people initially. It was a daunting

task to convince them to fill in the personal details of the questionnaire.

2. To convince the people for a proper interviewing process is also difficult.

3. Some of the people were not sure about the facility which they would like to have at

the retail outlets.

5.6 Primary Data collection Details

The survey was conducted across 6 km radius of the Big Bazaar (OMR), Bangalore.

The survey was conducted across Kasturi Nagar, Banaswadi, Ramamurthy Nagar,

Dooravani Nagar, Indiranagar, Hoysala Nagar, C V Raman Nagar, Kaggadaspura,

Ulsoor and Kodihalli.

The total number of respondents for the survey was 191.


Big Bazaar, OMR

OBSERVATIONS, ANALYSIS & DISCUSSION

6.1 Findings

CLUSTER – ‘A’: Kasturi Nagar, Banaswadi, Ramamurthy Nagar and Dooravani Nagar.

KASTURI NAGAR:

Less than 100002%

10000 - 2000031%

20000 - 3000044%

30000 - 4000017%

More than 400007%

Monthly Family Income

Home-maker11%

Service65%

Self-employed11%

Retired6%

Student6%

Others2%

Occupation


Big Bazaar, OMR

Television Newspaper Internet Magazine Hoardings0

1

2

3

4

5

6

7

Exposure Level to the Media

In Kasturinagar most of the families are double income family with both husband and

wife working.

In an average they go 3 - 4 times for shopping in a month while their average number

of monthly visit to Big Bazaar (OMR) is limited to hardly 1 time.

The people belong to several communities without any particular community

dominating, though no of Hindu families from North India are more.

BANASWADI & RAMAMURTHY NAGAR:

Less than 100004%

10000 - 2000038%

20000 - 3000042%

30000 - 4000011%

More than 400004%



Big Bazaar, OMR

Home-maker8%

Service35%

Self-employed31%

Retired12%

Student12%

Others4%

Occupation


1

2

3

4

5

6

7


In Banaswadi and Ramamurthy Nagar most of the families are into service and IT

professionals.



The people belong to Hindu community with number of Malayalam speaking people

more.


Big Bazaar, OMR

DOORAVANI NAGAR:

Less than 100002%

10000 - 2000031%

20000 - 3000039%

30000 - 4000020%

More than 400008%


Home-maker9%

Service62%

Self-employed18%

Retired6%

Student3%

Others3%

Occupation


Big Bazaar, OMR


1

2

3

4

5

6

7


In Dooravaninagar most of the families are into service with less number of house

wives. Here many people are self employed also.



The people belong to Hindu community with number of Malayalam and Kannad

speaking people more.

CLUSTER – ‘B’: Indiranagar and Hoysala Nagar.

INDIRANAGAR:

10000 - 2000035%

20000 - 3000048%

30000 - 4000010%

More than 400008%



Big Bazaar, OMR

Home-maker31%

Service52%

Self-employed8%

Retired4%

Student2%

Others2%

Occupation


1

2

3

4

5

6

7


In Indiranagar most of the families are into service but most of the women are house

wives.

In an average they go 3 - 4 times for shopping in a month and their average number

of monthly visit to Big Bazaar (OMR) is also 3 - 4 times.

The people belong to Hindu community with number of Hindi speaking people more.


Big Bazaar, OMR

HOYSALA NAGAR:

Less than 100002%

10000 - 2000027%

20000 - 3000044%

30000 - 4000019%

More than 400008%


Home-maker53%Service

34%

Self-employed6%

Retired2%

Student2%

Others2%

Occupation


Big Bazaar, OMR


1

2

3

4

5

6

7


In Hoysalanagar most of the families are into service but most of the women are

house wives.




But Malayalam speaking people are also there in good number.


Big Bazaar, OMR

CLUSTER – ‘C’: C V Raman Nagar and Kaggadaspura.

C.V. RAMAN NAGAR:

Less than 100002% 10000 - 20000

8%

20000 - 3000055%

30000 - 4000031%

More than 400004%


Home-maker18%

Service66%

Self-employed12%

Retired3%

Student1%

Occupation


Big Bazaar, OMR


1

2

3

4

5

6

7


In C V Raman Nagar most of the families are into service but most of the women are

house wives. The people here are more into Government job.




KAGGADASPURA:

Less than 100001% 10000 - 20000

13%

20000 - 3000063%

30000 - 4000019%

More than 400004%



Big Bazaar, OMR

Home-maker52%

Service32%

Self-employed13%

Retired2%

Student1%

Occupation


1

2

3

4

5

6

7


In Kaggadaspura most of the families are into service but the most of the women are

again house wives.





Big Bazaar, OMR

CLUSTER – ‘D’: Ulsoor and Kodihalli.

ULSOOR:

Less than 100001% 10000 - 20000

12%

20000 - 3000058%

30000 - 4000023%

More than 400006%


Home-maker29%

Service48%

Self-employed10%

Retired3%

Student10%

Others1%

Occupation


Big Bazaar, OMR


1

2

3

4

5

6

7


In Ulsoor most of the families are into service but the most of the women are

working.


of monthly visit to Big Bazaar (OMR) varies somewhere around 2 times.

The person does not belong to any particular community with number of Hindu and

Christian families comparatively more.

KODIHALLI:

Less than 100003%

10000 - 2000030%

20000 - 3000060%

30000 - 400006%

More than 400002%



Big Bazaar, OMR

Home-maker34%

Service52%

Self-employed9%

Retired2%

Student3%

Occupation


1

2

3

4

5

6

7


In Kodihalli most of the families are into service but the women are mostly home

maker.


of monthly visit to Big Bazaar (OMR) varies somewhere around 2 times.

The people belong to all the communities without any particular or specific pattern.


Big Bazaar, OMR

6.2 Customer Satisfaction Level for various attributes on a scale of 5

(1 – Unsatisfied and 5 – Satisfied)

Assistance in Buying

Enquiry Handling

Time Taken for Billing

Varieties Available

Pricing

Facilities (like drinking water & wash-room)

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

In Big Bazaar (OMR), people are not satisfied with the time taken for billing.

People seemed to be the most satisfied with the pricing of the products among all the

attributes.

Surprisingly people seemed to be most unsatisfied with the facilities like drinking

water and wash room while they seemed to be quite happy with the parking facility

available.

6.3 Certain Common Findings for the entire Catchment

93% of the people from the catchment area subscribe to ‘The Times of India’.

The buying decisions in almost all the families are taken on the need basis. In cluster

‘A’ the major decisions are taken by both husband and wife together while in cluster

‘B’ and ‘C’ the decisions are mostly dominated by the wives.


Big Bazaar, OMR

People from cluster ‘A’ and ‘D’ never use the ‘Home Delivery’ service of the Big

Bazaar. While the number of people availing the ‘Home Delivery’ service in cluster

‘B’ and ‘C’ is also very less.

The people generally depends on the newspaper and television for the information

regarding various offers and schemes where as the internet is also gaining popularity

very fast.

The house wives from cluster ‘B’ and ‘C’ depends largely on the friends and relatives

for gaining knowledge regarding various offers and schemes.

In total 50% of the respondents does not have any suggestions in order to enhance the

quality and the type of services to be provided at the Big Bazaar (OMR).

73% of the people generally visit the retail outlets with their parents, spouse and

children and 24% with their friends and relatives.


Big Bazaar, OMR

SWOT ANALYSIS OF BIG BAZAAR (OMR)

Strengths:

In Big Bazaar we can get a large variety of goods under one roof.

Here good quality goods are available at reasonable prices.

A large percentage of customers come from the growing Indian middle class.

It has a good security system.

It has a good brand name.

Weaknesses:

Specific items are not consistently available.

Billing process takes a lot of time.

The location of the store is difficult to reach due to various constructions.

The offers and schemes fail to attract the youth.

Opportunities:

There remains a large future scope for the retail industry in India, as incomes

rise and consumption increases.

Evolving consumer preferences towards the hyper-markets.

Threats:

Competition from current Indian retail companies like Hyper-city, Total,

More and other unorganised retail outlets.

Possible future competition from international retail companies like Wal-

Mart.

Smaller specialty shops and informal shops are sometimes able to avoid

taxes, offering lower total prices to customers. Even because they are not

earning that much of profits compare to these big companies and they are not

paying the taxes.


Big Bazaar, OMR

CONCLUSIONS

All the conclusions have been drawn from the data gathered through interviews with the

customers based on the questionnaire and personal interviews.

Cluster ‘A’ of the catchment area comprising of Kasturi Nagar, Banaswadi,

Ramamurthy Nagar and Dooravani Nagar is a “Red Area” without contributing any

significant number of footfalls in the Big Bazaar (OMR).

In cluster ‘A’, people generally goes 3 to 4 times in a month for shopping while they

hardly visit once in a month to the Big Bazaar (OMR).

Kasturi Nagar specially is a huge factor for low footfalls in the Big Bazaar (OMR),

being close it should contribute more where as the case is just opposite.

People in Kasturi Nagar are mostly IT professionals with double income families.

Those who goes to the Big Bazaar prefers that in White Field instead of Old Madras

Road as they say it is convenient for them to go there.

In cluster ‘A’ the major competition is faced from the Hyper-city, More and Spencer.

Cluster ‘B’ comprising of Indiranagar and Hoysala Nagar and Cluster ‘C’ comprising

of C V Raman Nagar and Kaggadaspura is a “Green Area” contributing significantly

to the number of footfalls in the Big Bazaar (OMR). Whereas cluster ‘D’ comprising

of Ulsoor and Kodihalli has shown a mixed response towards the preference of

shopping with the Big Bazaar (OMR).

The people of cluster ‘B’ and ‘C’ are into service and most of them under

Government service. 61% of the women are home maker while 29% are working.

These women prefer shopping with the Big Bazaar (OMR) and are quite satisfied

with its service.

In cluster ‘B’, ‘C’ and ‘D’ the major competitor of Big Bazaar (OMR) is Spar.

The youth belonging to the age group of 16 to 23 years does not find it exciting and

attracting shopping with the Big Bazaar (OMR) which is also a major cause for the

less number of footfalls.


Big Bazaar, OMR

RECOMMENDATIONS

Infrastructure

Much cannot be done to improve the roads from Kasturinagar to the store as flyovers

are under construction and lot of other development activities going on, but what Big

Bazaar could do is provide ample space for parking so that people can come from

there in their own convenience.

Other in-store facilities such as drinking water and washroom should be maintained

nicely and hygienically and provisions should be made to clearly communicate this to

the customers.

Services

Billing is a major part of the shopping experience in a retail outlet and hence required

to be paid an extra attention. The billing should be quick and without any mistakes.

Any discrepancies should be handled immediately with great care and understanding

of the customer needs.

Proper training should be given to the deliveryman/serviceman to inform the

customers about the initiative by the company in a better way and to assist them

properly in their shopping.

The offers and schemes should be made clear to the customers before they go for a

purchase in order to avoid confusions and dissatisfaction after purchase. A special

help desk should be there for making people understand all the available offers and

schemes and to suggest them which offers or schemes would better serve their needs.


Big Bazaar, OMR

Product Placements

In the ‘personal care’ section the space for people to move is very less causing

discomfort to them, which could be made more spacious so that people can move

freely.

The food court and gaming zone present in the 5th floor is not known to most of the

people, hence it should be advertised more prominently and in an attractive way in

the ground floor and 1st floor where almost all the people coming to the store goes

once.

Promotions

Various offers and schemes should be launched targeting the working women. A

home maker is easily drawn towards the various offers of the Big Bazaar (OMR)

whereas for working women some special offers should be there to attract them. And

special steps should be taken to ensure that the news and publicity regarding these

initiatives reaches to their target audiences.

In order to attract the youth the place should be promoted as a hangout place. For this

mere advertisements would not do the job but a strong ‘word of mouth’ is required.


Big Bazaar, OMR

REFERENCES

Books:

1. Churchill & Brown;Basic Marketing Research;Thomas Publications,5th edition

2. William O. Bearden, Richard G. Netemeyer, Mary F. Mobley; Handbook of

Marketing Skills; SAGE Publications.

3. “Malhotra Naresh(2002),Marketing Research” , Prentice Hall of India.

4. “Marketing Mangement”, 13th Edition by “Kotler, Keller, Koshy and Jha”.

5. “Business Research Methods”, Tata McGraw Hill, 9th edition.

6. The marketing White Book 2010-2011, Businessworld.

Websites:

1. www.futuregroup.in

2. www.pantaloonretail.in

3. www.google.com

4. www.hindubusinessline.com

5. www.scribid.com

6. www.wikipedia.com


Big Bazaar, OMR

APPENDIX – 1 (QUESTIONNAIRE)

Sir/Madam,

This research study is a part of my project. This is a general study to get the basic

knowledge of your shopping habits which would help Big Bazaar to serve you better. I thank

you for your co-operation and assure you complete confidentiality of the information you

will so kindly, sincerely and patiently share with us.

A1. Gender Male Female

A2. Marital Status Unmarried Married

A3. AgeA4. Monthly

Family income

(Rs.)

A5. Education A6. Occupation A7. Religion

Less than

18

Less than

10,000

Secondary

(class 10) pass Home maker Christian

18 to 25 10,000 –

20,000

Higher

Secondary (class

12) pass

Service Hindu

25 to 35 20,000 –

30,000 Undergraduate

Self-

employed Muslim

35 to 45 30,000 –

40,000 Graduate Retired Sikh

45 to 55 More than

40,000 Postgraduate Student

Others (please

specify)

__________

More than

55

Others (please

specify)

__________

A8. What language do you speak in your home? _______________


Big Bazaar, OMR

A9. Which is your main festival? _______________

B1. How many times you go for shopping in a month?

0 1 2 3 4 5+

B2. Who accompanies you most often when you go for shopping?

Parents / Spouse / Children Friends / Relatives Colleagues Alone

B3. Who takes the final decision about choosing and buying a particular product?

Parents Children Spouse Self Friends Colleagues Others (Please Specify)

______

B4. Where would you look for information about the various offers and schemes?

Parents / Spouse / Children Friends / Relatives Colleagues Newspaper

Internet Television Magazines Hoardings Others (Please Specify)

_______

B5. Which daily Newspaper(s) you subscribe?

Times of India Hindu Vijay Karnataka Prajavani Others (Please Specify)

_______

Please grade the following questions on the given 1 to 7 scale: (1-never, 7-always)

B6. What is the extent of your exposure to Television? 1 2 3 4 5 6 7B7. What is the extent of your exposure to Newspapers? 1 2 3 4 5 6 7B8. What is the extent of your exposure to Internet? 1 2 3 4 5 6 7B9. What is the extent of your exposure to Magazines? 1 2 3 4 5 6 7B10. What is the extent of your exposure to Hoardings? 1 2 3 4 5 6 7

C1. Where do you buy your daily use products from?

Total Hypercity Big Bazaar More Reliance fresh

Local Stores Exclusive Stores Other ______

C2. How many times you visit to a Big Bazaar in a month?

0 1 2 3 4 5+

C3. If never, why so?

_________________________________________________________________________

_________________________________________________________________________

C4. How will you rank Big Bazaar on the basis of following attributes?

(1 – Very good; 2 – Good; 3 – Average; 4 – Poor; 5 – Very poor)


Big Bazaar, OMR

Assistance in Buying 1 2 3 4 5

Enquiry Handling 1 2 3 4 5

Time Taken for Billing 1 2 3 4 5

Varieties Available 1 2 3 4 5

Pricing 1 2 3 4 5

Facilities (like drinking water, parking & wash-room) 1 2 3 4 5

C5. Have you used the ‘Home Delivery’ service of the Big Bazaar? Yes No

If yes how would you rank it on the basis of above mentioned scale? _____

Suggestions:

________________________________________________________________________

________________________________________________________________________

Please give your name, address, e-mail address and contact number(s) below:

__________________________________________________________________________

__________________________________________________________________________

__________________________________________________________________________

I sincerely thank you for giving up a part of your valuable time and parting with very useful

information which will help me a great deal in my research project.


Documents

49948336-Big-Bazaar