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CUSTOMER PROFILING IN THECUSTOMER PROFILING IN THE
TARGETED AREAS OFTARGETED AREAS OF
BIG BAZAAR,BIG BAZAAR,
VISAKHAPATNAMVISAKHAPATNAM
Submitted by
R HEMANTH BABU
(1981063071)
Under the esteemed guidance of
Prof. T.SIDDAIAH
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INTRODUCTIONINTRODUCTION
Customer profiling 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.
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INDUSTRY PROFILEINDUSTRY PROFILE
Retailing is the set of activities that markets products or services to
final consumers for their own personal or household use. It does this by
organizing their availability on a relatively large scale and supplying them
to customers on a relatively small scale.The India Retail Industry is the largest among all the industries,
accounting for over10per cent of the country GDP and around 8per cent
of the employment. The Indian retail market is the fifth largest retail
destination all across the globe. In the entire Gross Domestic Product of
India, the share of retail trade was between8-10%
in 2007
, wherepresently it has touched around 12%, and in all probability will touch 22%
by the end of 2010.
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CONTD..CONTD..
Consumerism is on the rise with the rising trend of middle class
segment in the country. The Indian consumer (retail) market, in all
probability, will grow four times by 2025. The value of India's retail
market has touched US$ 511billion in 2008. India has escalated up to the
39th most preferred retail destination globally in 2009 (in 2008, they
ranked 44th).
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COMPANY PROFILECOMPANY PROFILE
Big Bazaar - Isse sasta aur accha kahin nahi
Big Bazaar is the flagship hypermarket retail chain, having 116
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.
The special discounts and promotional offers, which are available atregular intervals, make the format very unique and distinct. The consumer
experiences a new level of standard in price, convenience, comfort, quality
and store service levels.
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CONTDCONTD
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 surprisingly low prices. In recent years, Big
Bazaar has adopted value pricing in which they win loyal customers by
charging a fairly low price for a high quality offering.
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NEED FOR THE STUDYNEED FOR THE STUDY
The study is done to know the needs, wants and desires of the
customers and maintain relations with the customers. Retention of the
customer plays a major role for the withstanding of the business in the
market at long run.
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OBJECTIVES OF THE STUDYOBJECTIVES OF THE STUDY
To determine the customer profiling ofBig Bazaar.
To know the customer satisfaction towards products and services offered at
Big Bazaar.
To suggest action plan to increase customers flow ofBig Bazaar.
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RESEARCH METHODOLOGYRESEARCH METHODOLOGYSources of data
Primary sources: Primary data is collected from the customers of
Big Bazaar
Secondary sources: Secondary data is collected from companyrecords, literature, Internet
Research approach : Survey method
Research design : Descriptive research design
Research instrument : QuestionnaireContact method : Personal contact
Statistical Tool : Chi-square test
Analysis for : Bar diagram
representation
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CONTD..CONTD..
Sampling Plan:
Sampling unit : Customers
Sample size : 354
Sampling method : Convenience sampling method
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CUSTOMERS:CUSTOMERS: ACCORDING TO GENDERACCORDING TO GENDER
NO.OF
RESPONDENTS
PERCENT
Male 128 36%
Female 226 64%
TOTAL 354 100%
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CUSTOMERS :CUSTOMERS : ACCORDING TO AGEACCORDING TO AGE
NO.OF
RESPONDENTS
PERCENT
Below 18 3 1%
18 27 152 43%28 40 122 34%
41 60 74 21%
Above 60 3 1%
TO
TAL3
54100%
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CUSTOMERS:CUSTOMERS: ACCORDING TO OCCUPATIONACCORDING TO OCCUPATION
NO.OF
RESPONDENTS
PERCENT
Student 47 23%
House Wives
1735
0%
Employees 83 24%
Business Men 32 9%
Others 14 4%
TO
TAL3
54100%
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CUSTOMERS:CUSTOMERS: ACCORDING TO INCOMEACCORDING TO INCOME
NO.OF
RESPONDENTS
PERCENT
UnderRs.10000 48 14%
Rs.10000- Rs.20000 93 26%
Rs.20000 Rs.50000 171 48%
Rs.50000 Rs.70000 33 9%
Above 70000 9 3%
TOTAL 354 100%
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How often do you visit Big Bazaar?How often do you visit Big Bazaar?
NO.OF
RESPONDENTS
PERCENT
Daily 12 3%
Weekly 59 16%
Monthly 134 38%
Occasionally 149 42%
TOTAL 354 100%
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How is products availability?How is products availability?
NO.OF
RESPONDENTS
PERCENT
Very good 179 51%Good 98 28%
Average 65 18%
Poor 12 3%
TO
TAL354
100%
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You prefer Big Bazaar becauseYou prefer Big Bazaar because
NO.OF
RESPONDENTS
PERCENT
Offers 91 26%
Price discounts 85 24%
Quality 84 24.01%
Product range 94 27%
TOTAL 354 100%
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IS BIG BAZAAR ONEIS BIG BAZAAR ONE--STOP SHOP?STOP SHOP?
NO.OF
RESPONDENTS
PERCENT
YES 311 88%
NO 43 12%
TOTAL 354 100%
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CUSTOMER SATISFACTIONCUSTOMER SATISFACTION
NO.OF
RESPONDENTS
PERCENT
Highly satisfied 93 26%
Satisfied 171 48%
Undecided 9 2%
Dissatisfied 48 14%
Highly dissatisfied 33 9%
TOTAL 354 100%
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IMPACT OF AGE ON CUSTOMERIMPACT OF AGE ON CUSTOMER
SATISFACTIONSATISFACTION
Highly
satisfied
Satisfied Undecided Dissatisfie
d
Highly
dissatisfied
TOTAL
Below 18 20 6 0 0 0 26
18 27 74 36 18 8 0 136
28 40 46 27 19 8 4 104
4160 32 30 14 2 0 78
Above 60 7 2 1 0 0 10
TOTAL 179 101 52 18 4 354
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Null Hypothesis: (Ho )
Customer satisfaction is independent of age
groups.
Assuming the level of significance at 5%
Degrees of freedom = (r-1)(c-1)
= (5-1)(
5-1)
= 16
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S NO. OBSERVED
VALUE
(O)
EXPECTED
VALUE
(E)
(O-E)^2 ((O-E)^2) /E
1 20 13.14 47.06 3.58
2 74 68.76 27.45 0.4
3 46 52.58 43.3 0.82
4 32 39.44 55.35 1.4
5 7 5.05 3.8 0.756 6 7.41 2 0.27
7 36 38.8 7.84 0.2
8 27 29.67 7.13 0.24
9 30 22.25 60.06 2.7
10 2 2.85 0.72 0.25
11 0 3.82 14.6 3.8
12 18 19.97 3.89 0.2
13 19 15.27 13.91 0.91
14 14 11.46 6.45 0.56
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15 1 1.47 0.2 0.13
16 0 1.32 1.74 1.32
17 8 6.91 1.19 0.17
18 8 5.29 7.34 1.39
19 2 3.97 3.88 0.98
20 0 0.5 0.25 0.5
21 0 0.3 0.09 0.3
22 0 1.54 2.37 1.54
23 4 1.18 7.95 6.74
24 0 0.9 0.81 0.9
25 0 0.11 0.0121 0.11
30.16
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INFERENCE:INFERENCE:considering level of significance at 5%
Degrees of freedom = (r-1)(c-1)
= (5-1)(5-1)
= 16
At 5% level of significance and 16 as degrees of freedom, the critical value is
26.2962
As calculated value 30.16 is greater than critical value 26.2962 at 5% level
of significance, null hypothesis is rejected
Therefore, it is known that customer satisfaction is dependent of age
groups.
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FINDINGSFINDINGS It was found that, respondents at age below 18 years are one percent, 43%
of the respondents fall in range between18 years to 27 years, 34% of the
respondents fall in range between 28 years to 40 years, 21% of the
respondents fall in range between 41 years to 60 years and one percentage
of the respondents fall above 60 years.
It is revealed from the data that 3% of the respondents visit daily, 16% of
the respondents visit weekly, 38% of the respondents visit monthly and
42% of the respondents visit occasionally to the store.
It is evident from the data that 51% of the respondents responded that
availability of products is very good and 28% of the respondents
responded that availability of products is average and 18% of the
respondents responded average.
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CONTD..CONTD.. It was found that 26% of the respondents chose offers, 24% of the
respondents chose price discounts, 24.01% of the respondents chose
quality and 27% of the respondents chose the store due to wide range of
products.
It is revealed from the data that 88% of the respondents opted the store as
One Stop Shop.
It is evident from the data that 26% of the respondents are highly satisfied
and 48% of the respondents are satisfied towards the offers at the store.
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SUGGESTIONSSUGGESTIONS Big Bazaar have to improve its customer support services for increasing
the customer loyalty.
It should come up with more innovative packages, which satisfies all typesof customers.
It is recommended to improve its brand image with the help of aggressive
promotional efforts.
It is suggested to put much effort in building awareness and interest about
offers.
It have to maintain a good quality products and ensure wider availability
with moderate price.
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QUESTIONNAIREQUESTIONNAIREName: Gender: M / F
Age: (a) Below18 (b) 18-27 (c) 28-40 (d) 41-60 (e) Above 60
Occupation:
Address:
Contact me @
1. How often do you visit BIG BAZAAR?
(a) Daily (b) Weekly (c) Monthly (d) Occasionally
2. Specify your family size _____
3. How do you commute to the store?
(a) Two wheeler (b) Four wheeler (c) Auto (d) Bus
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CONTD..CONTD..
4. Monthly income
(a) UnderRs.10,000 (b) Rs.10,000 Rs. 20,000
(c) Rs.20,000 Rs. 50,000 (d) Rs. 50,000 Rs. 70,000
(e) Rs. 70,000 & above5. How much do you spend on shopping?
(a) UnderRs.2,000 (b) Rs.2001 Rs.4,500
(c) Rs.4,501 Rs.6,000 (d) Rs.6,001 Rs. 10,000
(e) Rs.10,001 & above
6. How do you usually pay for your purchases?
(a) Cash (b) Credit Card (c) Debit Card
7. Name the major festivals do you celebrate?
8. How is products availability?
(a) Very good (b) Good (c) Average (d) Poor
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CONTD..CONTD..
9. You preferBIG BAZAARbecause of
(a) Offers (b) Price discounts (c) Quality (d) Product range
10. Is BIG BAZAAR One Stop Shop for all your needs?
(a) YE
S (b)NO
11. How do you know about offers at BIG BAZAAR?
(a) Paper ads (b) TV (c) SMS (d) FM (e) Friends/Relatives
12. Is BIG BAZAARwell stocked?
(a) Strongly agree (b) Agree (c) Undecided (d) Disagree
(e) Strongly disagree
13. Overall, how satisfied are you with our product?
(a) Highly satisfied (b) Satisfied (c) Undecided (d) Dissatisfied
(e) Highly dissatisfied
14. Suggestions you would like to give to BIG BAZAAR?
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THANK YOU..