CONSUMER SATISFACTON IN BIG BAZZAR

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RESEARCHED BY:-

MR. TUSAR RANJAN KANTHA.

ACKNOWLEDGEMENT

First of all I would like to express my profound thanks & gratitude to

Prof. Sanjyothi V.K for her major contribution & foresights. Her

guidance has helped me significantly.

I wish to express my cordial appreciation to all the academicians, fellow

students, faculty members & the staff of ISBR, who helped in terms of

their feed backs which paved way to furnish this project.

It of course impossible to finish a project without the support of other

people, which is even truer in my case, I take this opportunity to thank

them for their immensely warm, vocal and vigorous encouragement

deep appreciations to my parents.

Finally, I thank Director of ISBR Mr. Amit Gupta providing ample time

space and opportunity to complete the project.

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CERTIFICATE

This is to certify that Mr. TUSAR RANJAN KANTHA

bearing university Regd. No. 058 has successfully

completed the project on the topic “CUSTOMER

SATISFACTION IN BIG BAZzAR ” .

Director

(Mr.Amit Gupta)

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ISBR,Bangalore

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CERTIFICATE

This is to certify that Mr. TUSAR RANJAN KANTHA

bearing university Regd. No. 058 has successfully

completed the project on the topic “CUSTOMER

SATISFACTION IN BIG BAZzAR ” under the

guidance of Prof. Sanjyothi.

Under Guidance

Prof. Sanjyothi.V.K.

ISBR,Bangalore

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Table of Contents

1. INTRODUCTION TO RETAIL INDUSTRY……………………………………………………….2

2. PROFILE OF BIG BAZZAR (KORAMANGLA) ………………………………………………………..4 3. SAMPLING ………………………………………………………5 4. QUESTIONNAIRE ………………………………………………………...6 5. FINDINGS AND SUGGESTIONS..…….…………………………………….41

6. RECCOMENDATIONS AND CONCLUSION………………………………………………………………49

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INTRODUCTION:

RETAIL INDUSTRY IN INDIA

India has one of the largest numbers of retail outlets in the world. Of the 12

million retail outlets present in the country, nearly 5 million sell food and

related products. Thought the market has been dominated by unorganized

players, the entry of domestic and international organised players is set to

change the scenario.

Organized retail segment has been growing at a blistering pace, exceeding all

previous estimates. According to a study by Deloitte Haskins and Sells,

organised retail has increased its share from 8 per cent of total retail sales in

2007 to 10 per cent in 2008. The fastest growing segments have been the

wholesale cash and carry stores (150 per cent) followed by supermarkets (100

per cent) and hypermarkets (75-80 per cent). Further, it estimates the

organised segment to account for 25 per cent of the total sales by 2011.

India retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail

industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favourable demographic patterns.

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It is expected that by 2016 modern retail industry in India will be worth US$

175- 200 billion. India retail industry is one of the fastest growing industries

with revenue expected in 2008 to amount US$ 350 billion and is increasing at

a rate of 5% yearly. A further increase of 7-8% is expected in the industry of

retail in India by growth in consumerism in urban areas, rising incomes, and a

steep rise in rural consumption. It has further been predicted that the retailing

industry in India will amount to US$ 21.5 billion by 2010 from the current

size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the

consumer buying behaviour and the whole format of shopping also altering.

Industry of retail in India which has become modern can be seen from the

fact that there are multi- stored malls, huge shopping centres, and sprawling

complexes which offer food, shopping, and entertainment all under the same

roof.

India retail industry is expanding itself most aggressively; as a result a great

demand for real estate is being created. Indian retailers preferred means of

expansion is to expand to other regions and to increase the number of their

outlets in a city. It is expected that by 2010, India may have 600 new

shopping centres.

India retail industry is progressing well and for this to continue retailers as

well as the Indian government will have to make a combined effort.

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PROFILE OF BIG BAZZAR

Big Bazaar is not just another hypermarket. It caters to every need of a family.

Where Big Bazaar scores over other stores is its value for money proposition for

the Indian customers. At Big Bazaar, one can get the best products at the best

prices – that is what they guarantee. 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

plans to add much more to complete the shopping experience. Food is the main

shopped for category in this store.

Parent Company:-

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer

market.

LINES OF BUSINESS OF THE ABOVE STORE:-

E-tailing

Food

Fashion

Home Solution

General Merchandise

Leisure and Entertainment

Wellness and Beauty

Books and Music

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Sampling:-

Sample Size – 75 customers/consumers

Sample Unit – Consumers in the age group 18 to 50 years

Scope and Uses:

1. It will extend to the actual field study of these outlets in Bangalore.

2. It will give information to prospective customers.

3. Help us gain independent knowledge about the consumer perception of the

outlets identified.

4. The study can help the companies get additional research information.

5. It facilitates evaluation of brand name and customer satisfaction.

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FORMAT OF THE QUESTIONNAIRE EMPLOYED:

Dear Customer,

I am a student of ISBR, conducting a study on the customer perception and

Satisfaction in retail outlet in Bangalore, viz., Big Bazaar. Please fill in the following

questionnaire to help me in my survey.

NAME: OCCUPATION:

AGE: 18-28 28-38 38-48 48-58 58-65

GENDER: Male Female

1) How often do you shop?

Once a week Fortnightly Once a month

2) Which of the following stores do you shop at?

Big Bazaar Shopper's Stop Marks & Spencer others (specify) ____________________________________

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3) What do you mostly shop for at the mentioned stores?

Clothing Accessories Groceries

Others (specify) ____________________________________

4) Why do you prefer to shop in Big Bazzar at the above-mentioned store?

5) Rank your preferences for shopping:

Proximity Quality

Brand Price

Store Layout One-stop shopping

6) Does advertising and promotion influence your shopping decisions?

Yes No

7) Which form of promotion do you think is most effective?

Print TV Radio

8) Indicate your satisfaction level based on the following parameters for the following stores:

Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited

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Big Bazaar

ANALYSIS AND INTERPRETATION:

The tools and methods of data collection identified earlier were employed to

gather data on the consumer perception on Big Bazaar. The data accrued,

especially from the interviews and questionnaires circulated, are tabulated and

depicted on graphs in the following pages. The data thus gathered and tabulated

is analysed. The data is then scrutinized and relevant interpretations are drawn.

The major objectives of analysis of data are:

1. To evaluate and enhance data quality

2. Examine effects of other relevant factors

3. CUSTOMER SATISFACTION RATIO, 4. LEVEL OF SATISFACTION, 5. CAUSES OF DISATISFACTION, 6. CUSTOMER RESPONSES REGARDING SERVICES

The data collection plan, including procedures, instruments, and forms, was

designed and pre-tested to maximize accuracy. All data collection activities were

monitored to ensure adherence to the data collection protocol and to prompt

actions to minimize and resolve missing and questionable data. Monitoring

procedures were instituted at the outset and maintained throughout the study,

since the faster irregularities can be detected; the greater the likelihood that they

can be resolved in a satisfactory manner and the sooner preventive measures can

be instituted.

Q. 1) Age of the respondents

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Age Total Percentage

18-28 37 49.33%

28-38 16 21.33%

38-48 8 10.67%

48-58 9 12.00%

58-65 5 6.67%

75 100%

Age of Respondents

37

16

8 9

5

0

5

10

15

20

25

30

35

40

18-28 28-38 38-48 48-58 58-65

Age

No

of

Res

po

nd

ents

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Data Collected

The first criteria respondents were asked to indicate was the age group they

belonged to. Respondents were asked to choose among five age group categories,

viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified

as key factors impacting shopping and purchase decisions of consumers.

Analysis

From the table, bar graph and pie chart depicted above, the distribution of the

population under study is evident. Of the 75 respondents who answered the

questionnaire, 37 indicated that their ages fell in the category 18-28 years. This

accounts for 49.33% of the respondents.

Age of Respondents

49.33%

21.33%

10.67%

12.00%

6.67%

18-28

28-38

38-48

48-58

58-65

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Of the 75 respondents who answered the questionnaire, only 5 indicated that

their ages fell in the category 58-65 years. This accounts for 6.67% of the

respondents who fall in this age group.

It is evident from the responses and the subsequent tabulation that, on an

average, the respondents can be categorized in the following descending order of

age groups: 18-28, 28-38, 48-58, 38-48, and 58-65.

Interpretation:

Of the consumers approached, 75 people agreed to fill in the questionnaire and

this specific question. This question is aimed at analyzing the distribution of ages

of the population that visit the stores under study. The age groups laid before the

respondent have been the result of observation and interview. By analysing the

responses to this question, I, as a researcher, as well as companies, can identify

the demographics of the population that visit retail outlets.

The highest number of respondents falls in the age group 18-28. It can be

deduced that most of the consumers who visit retail outlets regularly are the

youth. They make up almost half of the population who shop at retail stores.

The rest of the population who visit the retail outlets under study can be listed in

the following descending order of distribution – the working age group, the older

age group, the middle age group, and senior citizens.

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It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore. The

disparity can be attributed to the small size of the sample under study.

Q. 2) Gender of the respondents:

Gender Total Percentage

Male 35 46.67%

Female 40 53.33%

75 100%

Gender of Respondents

35

40

32

33

34

35

36

37

38

39

40

41

Male Female

No

of

Res

po

nd

ents

Gender of Respondents

Male46.67%Female

53.33%

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Data Collected

Consumers were asked to indicate their gender. The object of this question is to

understand the demographics of the population under study.

Analysis

From the table, bar graph and pie chart depicted above, the distribution of the

consumers is evident. Of the 75 respondents who answered the questionnaire, 40

were female. This accounts for 53.33% of the respondents, almost half of the

population under study.

Of the 75 respondents who answered the questionnaire, the rest 35 were male.

This accounts for 46.67% of the population under study.

It is evident from the responses and the subsequent tabulation that the number

of female respondents was higher than that of the male respondents in the

population under study.

Interpretation


this specific question. This question is aimed at identifying the distribution

between the two genders and how many of them visit the retail stores under

study. By analysing the responses to this question, I as ,a researcher, as well as

companies, can identify the distribution in the number of men and women who

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visit the retail outlets and appropriate decisions can be made keeping these

numbers in mind.

The highest number of respondents were female, as is depicted by the graph and

chart presented above. The number of male respondents was less compared to

the female respondents.

Two deductions can be made from the above data collected:

one, more women visit retail outlets than men. Two, more women are willing to

fill out questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions and

studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail

outlets can appeal to the women customers by offering more products geared

especially towards women. They can provide a shopping experience that women

are particularly attracted to.

Another way that retail chains can use the above data is to appeal to the men

rather than the women. Since, fewer men visit retail stores as against women, the

companies have a large base of potential customers. By providing products that

are geared towards men and by providing a shopping experience that attracts

men, the retail chains can expand their customer base.

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Q. 3) How often do you shop?

Frequency Total Percentage

Once a week 14 18.67%

Fortnightly 27 36.00%

Once a month 34 45.33%

75 100%

How often do you shop?

14

27

34

0

5

10

15

20

25

30

35

40

Once a week Fortnightly Once a month

Frequency

No

of

Res

po

nd

ents

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Data Collected

Consumers approached were asked about their frequency in visits to shops. The

frequency points furnished were: Once a week, Fortnightly, and Once a month.

These frequency points were identified by observation and interview as the

average times that consumers shop.

Analysis

From the table, bar graph and pie chart depicted above, the frequency of

shopping of the respondents is evident. Of the 75 respondents who answered the

questionnaire, 34 indicated that they shopped once a month. This accounts for

45.33% of the respondents, who visit shops including retail stores once a month.

How often do you shop?

18.67%

36.00%

45.33%Once a week

Fortnightly

Once a month

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Of the 75 respondents who answered the questionnaire, 14 indicated that they

shopped once a week. This accounts for 18.67% of the respondents, who visit

shops, malls or retail stores once every week.

It is evident from the responses and the subsequent tabulation that, on an

average, the frequency of shopping among the respondents can be listed in the

following descending order: Once a month, Fortnightly, and Once a week.

Interpretation


this specific question. This question is aimed at understanding how frequently

consumers visit shops and buy their products or avail of their services. The

frequency points laid before the respondent have been the result of observation

and interview. By analysing the responses to this question, I as a ,researcher, as

well as companies, can identify the number of times a customer is likely to shop in

a month’s time.

The highest responses have been attributed to once a month shopping. It can be

deduced that consumers who shop only once a month look to buy groceries and

other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in bulk.

Moreover, such customers may not be open to experimenting with new stores.

Hence, to capture this market, retail outlets must put in place strategies that

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attract them. Once they profess a liking to a certain store, they turn out to be very

loyal customers.

Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they

shop so frequently, they must continually be entertained and attracted to make

repeat purchases at stores. When targeting this segment, companies must be able

to get new stock every week, and update their marketing strategies continuously.

Q. 4) What do you mostly shop at Big Bazzar ?

Details Total Percentage

Clothing 33 44.00%

Accessories 12 16.00%

Groceries 25 33.33%

Others 3 4.00%

75 100%

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44.00%

16.00%

33.33%

4.00%

What do you mostly shop at Big Bazzar?

Clothing

Accessories

Groceries

Others

What do you mostly shop for at the above-mentioned store?

33

12

25

3

0

5

10

15

20

25

30

35

Clothing Accessories Groceries Others

Items

No

of R

espo

nden

ts

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Data Collected

Consumers approached were asked to indicate the types of products they mostly

shopped for at the stores they had selected earlier. The types of products

presented were Clothing, Accessories, Groceries and others. These products were

identified by observation and interview as the most popular products that

consumers shop for frequently.

Analysis

From the table, bar graph and pie chart depicted above, the products frequently

shopped for by consumers is evident. Of the 75 respondents who answered the

questionnaire, 33 indicated that they essentially shopped for clothing at the store

they had indicated earlier. This accounts for 44.00% of the respondents.

Of the 75 respondents who answered the questionnaire, only 3 indicated other

products they frequently shop for at the stores indicated earlier. This accounts for

4.00% of the respondents, who gave importance to products such as home

furnishings, books, and kitchen appliances.

It is evident from the responses and the subsequent tabulation that consumers,

on an average, frequently shop for products in the following descending order:

Clothing, Groceries, Accessories, and Others.

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Interpretation


this specific question. This question is aimed at identifying the products

consumers shop for frequently at retail outlets. The product categories laid before

the respondent are the result of observation and interview. By analysing the

responses to this question, we, the researchers, as well as companies, can identify

the main attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit

retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item

that any retail outlet can provide. One-third of the respondents indicated that the

visit retail outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important

result. Clothing is the fastest moving consumer good. Retail outlets that provide

apparel can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the entire

population of Bangalore city. The sample size consists of only 75 respondents,

who were approached on a random basis as they visited the retail outlets.

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Q. 5) Why do you choose Big Bazzar ?

Factors Total Percentage

Quality 20 26.67%

Fashion 5 6.67%

Affordability 10 13.33%

Variety 4 5.33%

All under one roof 10 13.33%

Brand name 11 14.67%

Service 4 5.33%

Store atmosphere 3 4.00%

Loyalty 5 6.67%

Proximity 3 4.00%

75 100%

Why do you shop at the above store?

Fashion, 6.67%

Affordability, 13.33%Variety, 5.33%

All under one roof, 13.33%

Brand name, 14.67%

Quality, 26.67%

Service, 5.33%

Loyalty, 6.67% Proximity, 4.00%Store

atmosphere, 4.00%

Why do you shop at the above store?

4

20

5

10

4

10 11

3 5 3

0

5

10

15

20

25

Quality

Fash

ion

Afford

abilit

y

Variet

y

All und

er o

ne ro

of

Brand

nam

e

Servic

e

Store

atm

osph

ere

Loya

lty

Proxim

ity

Factors

No

of

Re

sp

on

de

nts

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Data Collected

Consumers approached were asked an open-ended question to indicate the

reasons they select a particular store to shop at as against any other retail outlet.

Their responses were recorded and a broad idea of the factors that influence

shopping and buying decisions was formed.

Analysis

The responses of the interviewees and consumers have been broadly categorised

into 10 factors that they find impact their shopping decision and result in their

choosing one store over another.

From the table, bar graph and pie chart depicted above, the influencing factors

are evident. The reasons include: Quality, Fashion, Affordability, Variety, All

products under one roof, Brand name, Service, Store atmosphere, Loyalty, and

Proximity.

Of the 75 respondents who answered the questionnaire, 20 replied that quality of

the products is generally the main reason they choose to shop at specific stores.

This accounts for 26.67% of the respondents, who replied saying quality was the

reason why they shopped at the store indicated earlier.

Of the 75 respondents who answered the questionnaire, 3 answered that store

atmosphere contributed to their shopping decision, while another 3 replied that

proximity of the store played a big role. This accounts for 4.00% of the

respondents, in each case.

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Interpretation


this specific question. This question is aimed at getting direct customer feedback

as to the factors that influence their shopping decision. By analysing the


the biggest factors that influence the consumers in favouring one store over

others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the factors

can be listed as: Quality, Brand name, Affordability, All products under one roof,

Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers give

value to a great many number of factors when deciding which store to shop at. It

would be prudent on the part of the company to identify their strong and weak

areas, which attract or drive away customers to/from their stores.

Q. 6) Rank your preferences for shopping:


Quality 23 30.67%

Brand 11 14.67%

Price 16 21.33%

Store layout 6 8.00%

Proximity 5 6.67%

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One-stop shop 14 18.66%

75 100%

Quality

Brand

Price

Store layout

Proximity

One-stop shop

0 5 10 15 20 25

23

11

16

6

5

14

Preferences for Shopping

No of Respondents

Pre

fere

nce

s

Preferences for Shopping

Quality, 30.67%

Brand, 14.67%Price, 21.33%

Store layout, 8.00%

Proximity, 6.67%

One-stop shop, 18.66%

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Data Collected

Consumers approached were asked to rank their preferences on a scale of 1 to 6

of their preferences when choosing to shop at particular stores. The preference

points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’,

‘Proximity’, ‘One-stop shop’. These preference points were identified by

observation and interview as the most popular reasons that beget the attraction

of consumers and act as inducements to shop at particular stores.

Analysis

From the table, bar graph and pie chart depicted above, the preference points of

consumers is evident.

Of the 75 respondents who answered the questionnaire, 23 give first importance

to quality when choosing which store to shop at. This accounts for 30.67% of the

respondents, who gave rank #1 to ‘Quality’.

Of the 75 respondents who answered the questionnaire, only 5 gave first

importance to proximity of the store when choosing where to shop at. This

accounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.

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It is evident from the responses and the subsequent tabulation that consumers,

on an average, rank the preference points in the following descending order of

attraction: Quality, Price, and One-stop shop, Brand, Store Layout, and Proximity.

Interpretation


this specific question. This question is aimed at understanding what elements

attract the consumer the most. The preference points laid before the respondent

have been the result of observation and interview. By analysing the responses to

this question, we, the researchers, as well as companies, can identify the biggest

factors that influence the consumers in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality of

the products on sale. When choosing to shop at a particular store, or when

favouring one store over the others, it is seen that most consumers make this

decision based on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over

others are (in descending order) – Price, One-stop shop, Brand, Store layout, and

Proximity.

Although it is said that the most important things in retail are “Location, location,

and location”, from the consumers’ point of view, proximity is of little concern.

The quality, price and variety of goods play big roles in the decision making

process.

Q. 7) Do advertisement and promotion influence your shopping decision?


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Yes 33 44.00%

No 42 56.00%

75 100%

Data Collected

Consumers approached were asked if advertisements and promotional activities

influence their shopping decisions. This question was answered by 75 consumers.

Yes No0

10

20

30

40

5033

42

Do advertisement and promotion influence your shopping decision?

No of Re-spondents

Do advertisement and promotion influence your shopping decision?

Yes44.00%

No56.00%

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Advertisements refer to those that appear in any/all types of media. Promotional

activities refer to sales, coupons, gifts, free products etc.

Analysis

From the table, bar graph and pie chart depicted above, the influence of

advertisements and promotions on the psyche of consumers is evident. Of the 75

respondents who answered the questionnaire, 42 replied that advertisements

have little or no effect when deciding where to shop at. This accounts for 56.00%

of the respondents, who indicated the choice ‘No’.

Of the 75 respondents who answered the questionnaire, 33 replied that

advertisements and promotional activities do affect their decision when favouring

one store over others. This accounts for 44.00% of the respondents, who

indicated the choice ‘Yes’.

Interpretation


this specific question. This question is aimed at understanding the effect of

advertisements and promotional activities on the psyche of the consumers. The

object is also to analyze how far advertisements, promotions and other marketing

strategies have an impact on the shopping and buying behaviour of consumers.

By analysing the responses to this question, I as a , the researcher, as well as

companies, can identify the effect of advertising and marketing campaigns on the

consumers’ minds and how far advertisements translate into sales.

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From the tabulated data depicted above and responses of the consumers, it is

evident that a slightly higher number of respondents do not give much

importance to advertisements and promotional activities. The number of

respondents who indicated that advertisements and promotional activities do

have an impact on their shopping decisions was slightly lesser.

This indicates that although most consumers are aware of the advertisements and

promotional campaigns, a slightly higher percentage of consumers are not

swayed by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities have

no bearing on the minds of the consumers at all. The responses only indicate that

advertisements serve to keep the brand in retention although they do not

guarantee sales. The products sold at the stores have the biggest impact on

attracting and retaining customers.

Q. 8) Which form of advertisement do you think is most effective?


Print 28 37.33%

TV 40 53.33%

Radio 7 9.34%

75 100%

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Print TV Radio05

10152025303540

28

40

7

Which form of advertisement do you think is most ef-fective?

Promotion by

No of Re-spondents

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Data Collected

Consumers approached were asked which form of advertisement they thought

was most effective. This question was answered by 75 consumers. The methods

of advertising were restricted to three – Television, Print and Radio. The options

laid before the respondents were the result of observation and interview as being

the most popular which the consumers identify as means of advertising.

Analysis

From the table, bar graph and pie chart depicted above, the effectiveness of the

various modes of advertising on the psyche of consumers is evident. Of the 75

respondents who answered the questionnaire, 40 indicated that the television is

Which form of advertisement do you think is most effective?

TV53.33%

Print37.33%

Radio9.34%

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the most effective means of advertising for a store. This accounts for 53.33% of

the respondents, who indicated the choice ‘TV’.

Of the 75 respondents who answered the questionnaire, only 7 indicated that the

radio is an effective means in advertising to the consumers. This accounts for

9.34% of the respondents, who indicated the choice ‘Radio’.

It is evident from the graph and chart presented above that, in the minds of the

consumers, the effectiveness of the three kinds of media are classified as follows

(in the descending order): Television, Print, and Radio.

Interpretation


this specific question. This question is aimed at understanding the effectiveness of

the three means of advertising. The object is also to analyze how far

advertisements broadcast through these media percolate into the minds of the

consumers.

By analysing the responses to this question, we, the researchers, as well as

companies, can identify the effectiveness of advertisements through the media

identified. This helps to understand which media is more influential and attracts

more sales.


evident that the majority of the respondents feel that television advertising is the

39 | P a g e

most effective means of advertising. This is indicative in spite of large number of

commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is indicative of

the fact that most of the public ignore radio advertisements or else that radio

advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach the

consumer and persuade them to buy are the television and print media, more so

than radio advertising.

Q. 9) Indicate your satisfaction level based on the given parameters for the Big

Bazzar:

Store Unsatisfied SatisfiedHighly

SatisfiedNever Visited Total

Total % Total % Total % Total % Total %

Big Bazzar

20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%

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Satisfaction level

BIG BAZZAR Stores0

5

10

15

20

25

30

35

40

45

UnsatisfiedSatisfiedHighlysatisfiedNever Visited

Data Collected

Satisfaction Levels with

Big Bazaar

Unsatisf ied, 26.67%

Satisf ied, 57.33%

Highly Satisf ied, 13.33%

Never Visited, 2.67%

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Consumers approached were asked about their satisfaction with the three stores

covered in this study. This question was answered by 75 consumers.

The satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, Highly

Satisfied and Never Visited.

Analysis

From the table, bar graph and pie chart depicted above, satisfaction levels with

the above 75 respondents who answered the questionnaire, 43 indicated a

satisfactory response towards Big Bazaar, and 2 had not visited the store.

Interpretation


this specific question. This question is aimed at understanding the satisfaction

levels of the consumers under study – Big Bazzar. The object is also to analyze

how far the marketing strategies, brand image, advertisements, layout, quality

etc., contribute towards consumer perception and satisfaction.


companies, can identify the effectiveness of advertisements, location, brand,

price, promotion, product variety etc., on the target consumers. This helps to

understand the current consumer perception about Big Bazzar and the

corresponding satisfaction levels.


evident that a good number of target consumers are satisfied with the stores at

large. However, there are those who are unsatisfied or who have never visited the

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store at all. Such consumers form the potential market that the companies must

strive to attract.

There are also quite a few respondents who were highly satisfied with the retail

chains. It is imperative for the stores to find out why this is so. They can modify

and apply the same attractions towards the consumers who are less satisfied.

The above table and graph give a worm’s eye-view of the consumer perception

about Big Bazzar. This can help the marketers understand how effective their

strategies have been.

Analysis

From the pie chart depicted above, satisfaction levels with Big Bazaar are evident.

Of the 75 consumers who answered this question, 57.33% indicate that they are

satisfied with Big Bazaar.

Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,

26.67% indicated that they are unsatisfied with Big Bazaar. Of the total number of

respondents, 13.33% indicated that they were highly satisfied with Big Bazaar.

And 2.67% indicated that they had not visited the store up to the date of filling in

this questionnaire.

Interpretation:

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Of the consumers approached, 75 agreed to fill in the questionnaire and answer

the above question. The aim of this question is to understand the level of

satisfaction that consumers feel with regards to the retail chain Big Bazaar.

As is evident from the pie chart presented above, a little more than half of the

respondents indicated that they are satisfied with Big Bazaar, while almost one-

eighth indicated that they are highly satisfied with the store. However, almost

one-fourth of the number of respondents indicated that they were unsatisfied

with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill from the

consumers, there are still some things that they are not doing right. Big Bazaar

must identify exactly what the problem areas are and must address them quickly

and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.

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FINDINGS AND SUGGESTIONS

In the surveys, interviews and study conducted above, I came across many factors

that influence the consumers’ perception of a store and their subsequent

shopping and buying decisions. Here, I present the findings gathered and the

suggestions we offer to companies based on the data gathered and analyzed.

Respondents were asked to choose among five age group categories, viz., 18-28,

28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as key

factors impacting shopping and purchase decisions of consumers. By analysing

the responses to this question, I as, a researcher, as well as companies, can

identify the demographics of the population that visit retail outlets.

The highest number of respondents falls in the age group 18-28. It can be

deduced that most of the consumers who visit retail outlets regularly are the

youth. The rest of the population who visit the retail outlets under study can be

listed in the following descending order of distribution – the working age group,

the older age group, the middle age group, and senior citizens.

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It is not surprising that the youth most frequent malls and retail stores. What is

unexpected, however, is the fact that more people who fall into the older age

group visit the retail stores than those who fall in the middle age group. Then

again, this deduction cannot be applied to the entire population of Bangalore. The

disparity can be attributed to the small size of the sample under study.

Consumers were also asked to indicate their gender. The object of this question is

to understand the demographics of the population under study. By analysing the


the distribution in the number of men and women who visit the retail outlets and

appropriate decisions can be made keeping these numbers in mind.

The highest number of respondents were female, as is depicted by the graph and

chart presented above. The number of male respondents was less compared to the

female respondents.

Two deductions can be made from the above data collected: one, more women

visit retail outlets than men. Two, more women are willing to fill out

questionnaires and take a survey than men.

This can help the companies and researchers in undertaking future decisions and

studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail

outlets can appeal to the women customers by offering more products geared

especially towards women. They can provide a shopping experience that women

are particularly attracted to.

46 | P a g e

Another way that retail chains can use the above data is to appeal to the men rather

than the women. Since, fewer men visit retail stores as against women, the

companies have a large base of potential customers. By providing products that are

geared towards men and by providing a shopping experience that attracts men, the

retail chains can expand their customer base.

Consumers approached were asked about their frequency in visits to shops. The

frequency points furnished were: Once a week, Fortnightly, and Once a month. By

analysing the responses to this question, we, the researchers, as well as companies,

can identify the number of times a customer is likely to shop in a month’s time.

The highest responses have been attributed to once a month shopping. It can be

deduced that consumers who shop only once a month look to buy groceries and

other essentials to last them a month. Therefore, retail outlets have tough

customers in those who shop once a month. Such customers look to buy in bulk.

Moreover, such customers may not be open to experimenting with new stores.

Hence, to capture this market, retail outlets must put in place strategies that attract

them. Once they profess a liking to a certain store, they turn out to be very loyal

customers.

Consumers who shop once a week, on the other hand, pose very different

challenges to retail stores. Such customers can be presumed to have a high

disposable income and may buy more lifestyle or fashion products. Since they shop

so frequently, they must continually be entertained and attracted to make repeat

purchases at stores. When targeting this segment, companies must be able to get

new stock every week, and update their marketing strategies continuously.

Consumers approached were asked which stores they shopped at frequently. The

retail store brands placed before them were Big Bazaar, Shoppers’ Stop, Marks &

47 | P a g e

Spencer, and others. By analysing the responses to this question, I as, a researcher,

as well as companies, can identify customer preferences among the varied choices

of stores, and can calculate how much market share they hold.

The highest number of responses has been attributed to Big Bazaar. Big Bazaar

attracts people of many income groups, and offers products that appeal to a wide

array of consumers.

The other stores can be ranked in descending order of preference or frequency of

visits as: Shoppers’ Stop, Others, and Marks & Spencer.

It can be deduced from the above figures that the category ‘Others’ was indicated

by more number of respondents than those who indicated they frequent Marks &

Spencer. This may be because Marks & Spencer targets only the elite classes in a

city where a higher percentage of the population belong to the middle income

group.

In analyzing the other stores that consumers frequent, outlets such as Westside,

Monday to Sunday, More, Central etc., featured. This indicates that more people

frequent stores that cater to the middle income group. This is not to say that Marks

& Spencer has no customer base. However, they may be unable to generate a high

volume of repeat sales.

Consumers approached were asked to indicate the types of products they mostly

shopped for at the stores they had selected earlier. The types of products presented

were Clothing, Accessories, Groceries and others. By analysing the responses to

this question, we, the researchers, as well as companies, can identify the main

attractions of products and services offered.

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The high number of responses indicate that a large number of consumers visit retail

outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that any

retail outlet can provide. One-third of the respondents indicated that the visit retail

outlets to purchase groceries.

To the retail stores, the above tabulated responses lead to a very important result.

Clothing is the fastest moving consumer good. Retail outlets that provide apparel

can see a higher rate of turnover and sales volume.

However, the above results cannot be assumed to be representative of the entire

population of Bangalore city. The sample size consists of only 75 respondents,

who were approached on a random basis as they visited the retail outlets.

Consumers approached were asked an open-ended question to indicate the reasons

they select a particular store to shop at as against any other retail outlet.


companies, can identify the biggest factors that influence the consumers in

favouring one store over others, direct from the horse’s mouth.

If set in descending order of influence as indicated by the consumers, the factors

can be listed as: Quality, Brand name, Affordability, All products under one roof,

Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.

From the table, graph and chart depicted above, it is evident that customers give

value to a great many number of factors when deciding which store to shop at. It

would be prudent on the part of the company to identify their strong and weak

areas, which attract or drive away customers to/from their stores.

Consumers approached were asked to rank their preferences on a scale of 1 to 6 of

their preferences when choosing to shop at particular stores. The preference points

49 | P a g e

placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’, ‘Proximity’,

‘One-stop shop’. By analysing the responses to this question, we, the researchers,

as well as companies, can identify the biggest factors that influence the consumers

in favouring one store over others.

The highest responses and the highest ranking have been attributed to quality of the

products on sale. When choosing to shop at a particular store, or when favouring

one store over the others, it is seen that most consumers make this decision based

on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over

others are (in descending order) – Price, One-stop shop, Brand, Store layout, and

Proximity.

Although it is said that the most important things in retail are “Location, location,

and location”, from the consumers’ point of view, proximity is of little concern.

The quality, price and variety of goods play big roles in the decision making

process.

Consumers approached were asked if advertisements and promotional activities

influence their shopping decisions. By analysing the responses to this question, we,

the researchers, as well as companies, can identify the effect of advertising and

marketing campaigns on the consumers’ minds and how far advertisements

translate into sales.


evident that a slightly higher number of respondents do not give much importance

to advertisements and promotional activities. The number of respondents who

indicated that advertisements and promotional activities do have an impact on their

shopping decisions was slightly lesser.

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This indicates that although most consumers are aware of the advertisements and

promotional campaigns, a slightly higher percentage of consumers are not swayed

by the marketing strategies instituted by the companies.

This is not, however, to say that advertisements and promotional activities have no

bearing on the minds of the consumers at all. The responses only indicate that

advertisements serve to keep the brand in retention although they do not guarantee

sales. The products sold at the stores have the biggest impact on attracting and

retaining customers.

Consumers approached were asked which form of advertisement they thought was

most effective. The methods of advertising were restricted to three – Television,

Print and Radio. By analysing the responses to this question, I as, a the researcher,

as well as companies, can identify the effectiveness of advertisements through the

media identified.


evident that the majority of the respondents feel that television advertising is the

most effective means of advertising. This is indicative in spite of large number of

commercials that the public is bombarded with.

The respondents give very little credit to radio advertisements. This is indicative of

the fact that most of the public ignore radio advertisements or else that radio

advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach the

consumer and persuade them to buy are the television and print media, more so

than radio advertising.

51 | P a g e

Consumers approached were asked about their satisfaction covered in this study.

The satisfaction scale of Big Bazzar comprised of four ranks – Unsatisfied,

Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far

the marketing strategies, brand image, advertisements, layout, quality etc.,

contribute towards consumer perception and satisfaction.


companies, can identify the effectiveness of advertisements, location, brand, price,

promotion, product variety etc., on the target consumers. This helps to understand

the current consumer perception of the three stores identified and the

corresponding satisfaction levels.


evident that a good number of target consumers are satisfied with the stores at

large. However, there are those who are unsatisfied or who have never visited the

store at all. Such consumers form the potential market that the companies must

strive to attract.

There are also quite a few respondents who were highly satisfied with the retail

chains. It is imperative for the stores to find out why this is so. They can modify

and apply the same attractions towards the consumers who are less satisfied.

The above table and graph give a worm’s eye-view of the consumer perception of

the three stores. This can help the marketers understand how effective their

strategies have been.

A little more than half of the respondents indicated that they are satisfied with Big

Bazaar, while almost one-eighth indicated that they are highly satisfied with the

52 | P a g e

store. However, almost one-fourth of the number of respondents indicated that they

were unsatisfied with Big Bazaar.

This goes to show that although Big Bazaar may have an overall goodwill from the

consumers, there are still some things that they are not doing right. Big Bazaar

must identify exactly what the problem areas are and must address them quickly

and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the

category of potential customers. Big Bazaar must take effective steps to attract

these consumers.

RECOMMENDATIONS AND CONCLUSION

BIG BAZAAR

Pros:

1. Variety : Big Bazaar offers a wide variety of products of different prices and

different qualities satisfying most of its customers.

2. Quality : Providing quality at low prices and having different types of

products for different income customers is another advantage.

3. Price : As noted the prices and offers in Big Bazaar have been one of the

main attractions and reasons for its popularity. The price ranges and the

products offered are very satisfying to the customers.

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4. Location : The location of Big Bazaar has been mainly in the heart of the

city or in the out skirts giving a chance to both the City and the people living

outside the city to shop.

5. Advertisements : Big bazaar has endorsed very popular figure like M S

Dhoni and other famous personalities which has attracted a lot of

customers. This has resulted in increase of sale and the outdoor advertising

techniques have also helped Big Bazaar.

6. Middle class appeal : Considering the fact that there are a lot middle class

families in India, Big bazaar has had a huge impact on the middle class

section of India, the prices, quality and sales strategy has helped in getting

the middle income groups getting attracted towards Big Bazaar.

7. Attractive sales : Big bazaar has been known for its great sale and great

offers. Big bazaar has had long lines of people waiting to get into the store

for the sale. Therefore, the sales that Big Bazaar has had has increased sales

in a huge way due to the sales and offers, thus this has been one of the

main advantages of Big Bazaar.

Disadvantages:

1. Store layout : The store layout and the assortment of goods is not the best

at Big Bazaar, as the quantity of goods sold is more the arrangement and

assortment of goods in the store is the greatest. Hence at times customers

find it hard to find what they require, this leads to dissatisfaction of

customers.

2. Lower quality of goods : As Big bazaar aims more toward the middle

income group, the quality of goods is not of the highest quality, and this is

54 | P a g e

sometimes a disadvantage as some would prefer better quality to the price,

making customers to search for different places.

3. Does not appeal to the elite : As mentioned above, the main customers are

middle income and a few high income groups, The elite do not like to shop

at Big Bazaar as the quality of goods is lower and they would prefer a

higher price and get a better brand, this decreases sales from the elite class

4. Not acclaimed for very good service : Big Bazaar is not known for high

class service. The staff recruited is not very well trained and the billing

queues take a long time to move, this irritates customers which makes

them visit the store more seldom

5. Lower quality of goods : As the sore is trying to concentrate on the middle

income group the type of products used is not of the most superior quality

and most of the times nor branded, this may dissatisfy certain customers

6. Consumer satisfaction : Long queues and lower quality leads to

dissatisfaction of customers. Due to factors mentioned above Big Bazaar

shoppers are not always satisfied, this is not a positive for the store.

Documents

CONSUMER SATISFACTON IN BIG BAZZAR