Meet Mrs. Rekha Mehta !

Loves to Read

Loves to Shop

Likes to watch movies

Likes to eat out

Likes to meet friends

Loves to spend time with family

When Mrs. Mehta goes to shop for the monthly groceries, she always chooses BIG BAZAAR

But why BIG BAZAAR ?

About Big Bazaar

• Largest hypermarket chain in India.• Brain-child of Kishore Biyani, first generation

entrepreneur.• First store opened in Kolkata in October 2001.• Two more stores opened in same month at

Hyderabad and Mumbai.

Research data

47.41%52.59%

Gender

MaleFemale

16%

24%

20%

41%

Profession

BusinessServiceHome makerStudents

The proportion of women visiting Big Bazaar is slightly more than the men

TARGET SEGMENTStudents make the largest part of the population visiting Big Bazaar because of the low prices. The reason why home-makers are not at the 1st rank is probably because they tend to make most of their purchases from vendors near their residence.

below Rs.10000

Rs. 10000-20000

Rs. 20000-40000

above RS. 40000

Dependent

23.70%

14.30%

14.50%

10.00%

33.00%Income of Respondents

Number of respondents

12%

31%

11%

46%

Frequency of Visit

Weekly

Monthly

Quarterly

On Un-planned basis

BRAND PERSONALITYhighest respondents-dependents , least-high income group. positioning of “Sabse Sasta, Sabse Acha” worked out for Big Bazaar and depicted the brand as ‘SINCERE’

BRAND LOYALTYThe highest number of respondents said that their visits were unplanned.Brand Loyalty- weak.

22.81%

40.93%

18.76%

17.48%

Marts where respondents shop other than Big Bazaar

D-martNational Hand-loomStar BazaarReliance Mart

National Handloom is the most popular Mart where repondents like to shop other than Big Bazaar.This shows that they are not brand loyal to Big Bazaar.

Weekd

ays

Weeke

nds

Wednesd

ays

0.00%

20.00%

40.00%

60.00%

20.50%

60.20%

19.25%

Preferred days

Preferred days

10 am-

1 pm

1 pm-

3 pm

3 pm-

6 pm

6 pm-10 pm

0.00%10.00%20.00%30.00%40.00%50.00%60.00%

2.70%

15.50%

28.40%

53.30%Preferred time of the Day

Preferred time of the Day

Respondents preferred to shop on weekends inspite of the “Wednesday bazaar- HAFTE KA SABSE SASTA DIN”Offer. This shows that the Wednesday campaign was not much of a success

The highest number of respondents said, their visits were in the period of 6pm-10pm i.e after work hours

Clothes29%

Accessories15%Grocery

18%

Food Items28%

Electronic Items

7%

Others3%

Types of products purchased

MOTIVES OF PERCEPTUAL SELECTIONRespondents visit Big bazaar for not only groceries, but also other items such as- Clothes, food items and accessories

Cash Credit Card Debit Card0

50100150200250300350

316

7217

Mode of Payment

Mode of Payment

Nearly 80% of the consumers of Big Bazaar preferred to pay their bills through cash. Only a little more than 20% paid through credit or debit cards.

Attribute Excellent(5 pts.)

Good(4 pts.)

Average (3 pts.)

Bad (2 pts.)

Very bad (1 pt.)

Price 86 184 131 4 0

Service 42 213 140 10 0

Quality 67 196 138 4 0

Variety 74 210 111 10 0

Ambience 33 197 148 90 8

REASON FOR PURCHASE

Multiplying the weights of scale to the values collected from questionnaire, we get:

ATTRIBUTE RANK

Price 1st

Variety 2nd

Quality 3rd

Service 4th

Ambience 5th

Price is the main factor why respondents visit Big Bazaar.Cognitive components: Variety (2nd), Service (4th)Affective components: Ambience (5th)Conative components: Price (1st)

Brand Personality

• Sincerity-Provides a complete shopping experience- Lives upto the promises communicated through ads.

• Competence:-Availability of products-Best offers and deals-Stores widely spread-Reliable

• Ideal Self Image

Motivation

Big Bazaar caters to the basic needs of a consumer

Maslow’s hierarchy

< 30 mins

30mns-1 hr

1 hr-2 hrs

> 2 hrs

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

5.90%

31.80%

45.00%

17.30%

Time Spent per Visit

Time Spent per Visit

Less than 6% respondents said that they spend less than 30 mins at Big Bazaar. This is a motivating revelation from the respondents.

40

138

154

73

Money Spent per visit

< 500500-10001000-2000> 2000

More than 50% of Big Bazaar customers pay a bill of more than 1000 rupees per visit. This is another motivating point to make note of.

Herzberg’s Two-Factor Theory

Hygiene Factor• Variety brands

Motivating Factor• Low price• Exchange offers• One stop shop

Model of the Motivation Process

Perceptual Selection

Nature of Stimulus

Advertising-Isse Sasta aur Acha Kahi nahi, Naye India ka Naya Bazaar, Wednesday bazaar-

HAFTE KA SABSE SASTA DIN, Exchange Offers

Brand name- largest Hypermarket Chain in

India

Expectations Low Price , Helping Staff

All products under one roof

All brands of products available

Motives Clothes, Food Items Grocery, Accessories

Absolute Threshold

Point at which an individual can differentiate between something & nothing

Elements of Diffusion

Diffusion

Innovation

Social System

Time

Communication

Innovation – Continuous Innovation

Social System – Middle class people

Time – Early Adopters, Early Majority, Late Majority

Communication – Print, TVC campaign, Social Media

Innovation

Continuous Innovation

Wednesday Bazaar Sabse Sasta Din (Sabse Sasta, nSabse Acha)

6 days Maha Bachat The Great Exchange Offer

Decision Making Process

Active Problem recognition by the consumer Internal and External search of information for choosing Big Bazaar. Eg: search for offers

Evaluation of alternatives:

• Recommendations of Friends ad Family•Best deals and offers available• Proximity from home• Availability of products required• Price Sensitivity

Purchase:• Repeated Purchase•Long term commitments

Post Purchase:• Dissonance barely occurs.

Decision Making Process

TVC Campaign

• Sabse sasta 3 din Campaign• Swagatam khushiyon ka Campaign• Public Holiday Sale Campaign• Making India Beautiful Campaign

Social Media

Learning

• Motivation: The low prices and constant offers

• Cues: Advertisements, posters, in store promotions

• Response: People choosing Big Bazaar over other departmental stores

• Reinforcement: The offers and deals lead to repeat visits to the stores.