Customer profiling & Catchment analysis is one of the most effective tools

for determining where and how to conduct your business. If you have a

grasp on what type of people are most likely to purchase your products or

services, you can seek out the location and the marketing plans that give

you the best opportunity to reach those people.

If you are trying to reach a large group of similar

customers, you can study their spending trends, lifestyles, and much

more. You can no longer simply choose a populous area in which to set up

shop, and then hope to compete.

INTRODUCTION

Retailing in India is one of the pillars of its economy and accounts for 14

to 15 percent of its GDP.

India's retail and logistics industry employs about 40 million Indians

(3.3% of Indian population).

The Indian retail market is estimated to be ₹ 23.78 trillion(US$ 450

billion) and one of the top five retail markets in the world by economic

value.

Over 14 million outlets operate in the country and has about 11 shop

outlets for every 1000 people.

India has escalated up to the 35th most preferred retail destination

globally in 2011 (in 2010 they ranked 39th).

INDUSTRY PROFILE

OBJECTIVES OF THE STUDY

Catchment Analysis of Big Bazaar Saharanganj and

River Side Mall store, Lucknow.

Analyzing the in store customer feedback in respect

of product availability.

Identifying the action plan for improving customer

foot fall.

Thursday property Generation for SAHARAGANJ Mall,

Lucknow.

A catchment area is the area and population from which a

city or individual service attracts visitors or customers. So by

doing catchment analysis Big Bazaar will come to know its

loyal customer population area.

And better marketing strategy at BTL level can be made for

rretention of the customer as it plays a major role for the

withstanding of the business in the market at long run.

SCOPE OF THE STUDY

Research approach : Survey method

Research design : Descriptive research design

Research instrument : Questionnaire

Contact method : Personal contact

Analysis for representation : Bar diagram

Sampling Plan:

Sampling unit : Customers

Sample size : 210

Sampling method : Convenience sampling method

RESEARCH METHODOLOGY

CUSTOMERS : ACCORDING TO AGE

0

50

100

150

18-25 26-30 31-35 36-40 41-49 >50

Age

CUSTOMERS: ACCORDING TO DISTANCE

0

20

40

60

80

100

120

<1 KM 1 - 3 KM

3 - 5 KM

5-15 KM 15-30 KM

>30 KM

DISTANCE

Customer visit to the store was with

0

20

40

60

80

100

120

ALONE FAMILY FRIENDS

No. of Customers

How do you want us to convey the offers to you

0 50

100 150 200

Promotional tools

FINDINGS 41.4% of the respondents visit monthly, 28.6% of the respondents

visit weekly and 11% of the respondents visit occasionally to the store.

31% of the respondents wants Big Bazaar offers through SMS, 21% of the respondents wants Big Bazaar offers through banners display.

50% customer visit the store with family and 43% customer visit the store with friends, which shows that Big Bazaar is much popular among the family member of the customers and youth.

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.

The general public at Lucknow does not consider shopping as a wasteful extravaganza. This is a good indicator of a good future ahead for Big Bazaar Lucknow as, here shopping is turning out to a family experience.

SUGGESTIONS Mobile advertising can be used for promotion, as customers

not having time to look at hoarding and advertisement in

newspapers.

An employee should be appointed to welcome the customers

at the entrance and he should help the customers locate the

department to which he intend to shop.

Welcoming the customers in a traditional way by giving them

a sweet and a beetle leaf should be considered.

Parking facility is one of the most important things that the

customers in Lucknow city demand.

Kids are the decision makers of the family. So the kids club

activities should be promoted in Big Bazaar.

QUESTIONNAIRE of Catchment analysis Name: Gender: M / F

Age: (a) Below18 (b) 18-27 (c) 28-40 (d) 41-60 (e) Above 60

Address:

Contact no.

1. Your Visit to our store today was for:

(a) Planned Shopping (b) Casual Outing

2. Today you came to our store (Note the No. of customers if not came alone):

(a) Alone (b) with Family (c) with Friends

3.How often do you visit BIG BAZAAR?

(a) Daily (b) Weekly (c) Monthly (d) Occasionally

4.What do you usually prefer to Shop at Big Bazaar?

1 Food 2.Apparels 3.Electronics 4.Crockery,Utensils,Plastics

5. Toys/Sports/Stationary 6 Home Fashion

5. Did you come across any of the following for Big Bazaar Leaflets Newspaper AD SMS Banners Radio Ad 6. How do you want us to convey our offers to you? Leaflets Newspaper AD SMS Banners Radio Ad

7. Was there any product which you wanted, but was not available? If yes please specify... ______________________________________________________ 8. Any Feedback that you'd like to give us that'll help us serve you better...

Parameters BB Rating Out of 10 Major Competitor Rating out of 10

Prices

Product Quality

Product Availability

Staff Knowledge

Store Ambience

Shopping Experience

Billing Accuracy

Billing Speed

In store display of Offers

THANK YOU..