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PROJECT REPORTon

Demographic Study Of Customers visiting Big Bazaar, Himalaya mall,

Ahmedabad

Submitted By

Jyot Patel - 121127

Submitted To

Dr. Sapna Prashar

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C ONTENT

Introduction: ..................................................... ................................................................. .............................................. 3Company Background ................................................................................................................. 3

Rationale .......................................................................................................................................................................... 3

Benefits of Study ....................................................... ................................................................. ................................... 3

Research Objectives ........................................................... ................................................................. ........................ 3

Research Methodology ............................................................................................................ ................................... 4

Research Method ........................................................................................................................ 4

Data collection Method ................................................................................................................ 4

Secondary Data ........................................................................................................................ 4

Primary Data ............................................................................................................................ 5

Sampling Plan.............................................................................................................................. 5

Sample Size ............................................................................................................................ 5

Data Analysis..6

Conclusions ................................................................................................................................................................. 12 Annexture ..................................................................................................................................................................... 12

Bibliography & References ..................................................................................................................................... 16

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INTRODUCTION

C OMPANY B ACKGRO U ND

Big Bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores

across 90 cities and towns in India covering around 16 million sq.ft. of retail space. Big

Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a

wide range of merchandise including fashion and apparels, food products, general

merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers. They

offer a wide variety of household items including retail apparels, food products, general

merchandise, furniture, electronics, books, fast food, etc. Several stores also have leisure

and entertainment sections. The hypermarket chain crossed the 100 store mark in 2008.

Future Group also owns Central Hypermarket, Brand Factory, Pantaloons, eZONE,

HomeTown, futurebazaar.com, and KB's Fair Price, apart from Big Bazaar.

R ATIONALEThe rationale behind the study is to understand the consumers visiting the store frequently.

By understanding these behaviour and type of consumer by segmenting them into various

consumer types, it can help bigbazaar Himalaya mall Ahmedabad to better select the

assortment, manage advertising and promotions effectively and create more repeat

purchases and visits to store.

B ENEFITS OF S TUDY

Help design the Communication plan for managers at Big Bazaar

Target the consumers which spends more at the store and better fulfil their needs

Effectively manage promotions and various schemes and level of customer service

Understanding consumer behaviour in general will help decide on what products to

store.

R ESEARCH O BJECTIVES

http://en.wikipedia.org/wiki/Hypermarkethttp://en.wikipedia.org/wiki/Hypermarket

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Sections of Questionnaire : 3

o Generalo Visited Himalaya Mallo Visited Big Bazaar

Questionnaire Link :

https://docs.google.com/forms/d/1CDoFpi3mMzh0qbfRyujKMsy5pFh8ur9gLMZ1-OxVsvg/viewform

Respondent Analysis

Comments : It is evident that most visitors visiting Himalaya Mall are Male and Femalecomprises less proportion than Males. Not necessarily in the above ratio.

Comments : Most Himala Mall Visitors were Highly Educated and Only 5% of them wereschool students. This implies high awareness and better decision making ability of audience.

Interpretation of Himalaya Mall Visitors

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Comments : Most audience resided far from Himalaya Mall. This shows that Himalaya hasbecome a Tourist spot where people dont come to shop, but instead come to enjoy thesurroundings and end up shopping in some cases.

Comments : Visitors have better receptibility towards English & Hindi Hoardings and Advertisements.

Comments : People having income more than 300000 forms only 13%of the population andhence purchase capability of people can be estimated as Medium to Low.

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Comments : Only 3% of people come from Rural Area. Most of them are from Urban areaand must be following Urban lifestyle.

Comments : 88% of the stores have visited BigBazaar, which shows that BigBazaar is ananchor store of the Himalaya Mall.

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Analysis Of BigBazaar Visitors

Comments :

61 % People spend between 500-3000 Rs when visited BigBazaar. Average Purchaseamount estimated is 1194.5 (=1100). This level can be helpful while deciding Discount Levelor Deciding Loyalty Program Scheme Details.

Comments :

Most consumers make their choices in 1 or maximum 2 visits as shown in the graph. May bedue to hectic and time stressed lifestyle of urban area..!!

Shopper Behaviour Analysis Big Bazaar

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Comments : Most people are receptive to New Trends in the fashion industry and hencestores need to be updated every quarter for latest trends to keep pace with audience.

Comments : 68% people look for NEW products and hence give more emphasis toCHANGE in their looks and apparels.

Comments : 64% people look towards Value for Money products. This fact is useful whiledesigning the advertising programs.

Comments : Not many of them are opinion seekers of their family and can be termed asindividualistic shoppers. Sales persons can easily influence such shoppers by satisfying theirego.

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Comments : 68% people look shopping as a FUN activity and hence retailers need to add afun element to provide better services to customers.

Comments : Brand preference is 50% and hence assortment mix has to be 50% Brandedproducts and 50% Private labels/Generics.

Comments : Most of them were not aggressive people and hence more of personal sellingis possible.

Comments : Not many of them consider themselves as Top of the world persons and thisfantasy can be helpful while considering the purchase.

Conclusions

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National Brands vs Private Labels Mix : 50-50 is optimal. Apparel shops should train their sales staff well due to more personal selling

opportunities and making feel customers top of the world is the key. Most customers will be interested in NEW products and hence, 70% of Merchandise

mix should be New Products. FUN element can add to store loyalty and increased purchase levels. Loyalty Card points should be given only for purchase levels greater than 1000 (i.e.

500 points for 1500) . As it is the average level of purchase for consumers. Big Bazaar proved to be an Anchor Store as obvious.

Annexture : Questionnaire

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Bibliography and References

Cannon, H. & Yaprak, A. (2002). Will the real-world citizen please stand up! Themany faces of cosmopolitan consumer behavior. Journal of International Marketing,

10(4), 30-53

Rosa- Diaz, I. (2004). Price knowledge: effects of consumers attitudes towardsprices, demographics, and sociocultural characteristics. The Journal of Product andBrand

Management, 13(6), 406 http://fyi.uwex.edu/downtown-market-analysis/understanding-the-

market/demographics-and-lifestyle-analysis/ http://www.questionpro.com/survey-templates?categoryID=9&mode=1 http://www.retailattractions.com/Services/Demographic_Analysis.aspx http://www.questionpro.com/a/showSurveyLibrary.do?surveyID=35197 http://go.euromonitor.com