DECLARATION

I hereby declare that the Project report titled “CUSTOMER BUYING BEHAVIOUR

AND PREFERENCES WITH REFERENCE TO EXOTIC OIL PRODUCTS IN BIG BAZAAR,

GUWAHATI, ASSAM” is my original work and has not been published or submitted

for any degree, diploma or other similar titles elsewhere. This has been undertaken

for the purpose of partial fulfillment of MBA Program at ICFAI University Nagaland.

Date: Khekuto V Sumi

Enrolment no.: 171500200003

MBA II Semester,

ICFAI University Nagaland

1

ACKNOWLEDGMENT

It is really a matter of pleasure for me to get an opportunity to thank all the persons

who contributed directly or indirectly for the successful completion of the project

report, “CUSTOMER BUYING BEHAVIOUR AND PREFERENCES WITH REFERENCE

TO EXOTIC OIL PRODUCTS IN BIG BAZAAR”.

First of all I am extremely thankful to my university for providing me with this

opportunity and for all its cooperation and contribution. I also express my

gratitude to my Project mentor and guide Mr. Sanjay Sinha, Lecturer, ICFAI

University Nagaland for his guidance encouragement throughout the program. I am

also grateful to all my faculty members for their valuable guidance and suggestions

for my entire study.

I am highly thankful to our respected Company Project guide Mr. Arnab Kumar

Baruah, Category Manager-Food Bazaar-NENB and Mr. Kumar Saurabh Sen, HR

Manager, Big Bazar, Guwahati for extending their valuable time, guidance,

cooperation and giving me freedom to conduct my study in BigBazaar.

Khekuto V Sumi

Roll No.: 171500200003

2

ABSTRACT

Buying Behavior is the decision processes and acts of people involved in buying

and using products. What influences consumers to purchase products or services?

Why consumers make the purchases that they make? What factors influence

consumer purchases?

While knowing a customer’s preferences may help sales, you must also look at this

as a customer service opportunity by adapting to these likes, dislikes and any

special requests a customer might have.

The study attempts to bring under one cover the entire hard work and dedication

put to complete the project work on topic “Customer Buying Behavior and

Preferences with reference to Exotic Oil Product in Big Bazaar, Guawhati, Assam”

under Retailing.

Big Bazaar, A Retailing Industry is a distinct, diverse and dynamic sector. It is an

activity of enormous economic significance to most urban areas. It generates

revenue and wealth formation, encourages investments, creates employment and

creates wealth of the economy. It is a vibrant part of our changing society and one

of the major sources of employment.

Retailing also helps society in general by providing goods and services in

reasonable price and increasing their standards of living. Retailing activity can be

viewed as a significant contributor to the economy in general.

The study has been undertaken to understand the customer buying behavior and

preferences in Big Bazaar from one of the product sections of Big Bazaar, Guwahati.

The research adopted Exploratory Research Design and Non-Probability Sampling

Design conducted from 100 samples. Data were collected both from primary and

secondary sources.

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CONTENTS ,,

1. Introduction 5-6

2. Objectives of the study 7

3. Scope of the study 7

4. Importance of study 8

5. Limitations of the study 8

6. Research Methodology 9-10

6.1 Area of the study

6.2 Research Design

6.3 Sampling design

6.4 Sample size

6.5 Data Collection

6.6 Tools of Analysis

7. Company Profile 11-25

7.1 Future Retail Ltd.

7.2 Manifesto (Rewrite Rules. Retain Values.)

7.3 Group Mission

7.4 Core Values

7.5 Business Profile

7.6 Board of Directors

7.7 Companies of future group

7.8 Products Profile

7.9 SWOT Analysis

8. Theoretical perspective of Retailing 26-32

9. Data Analysis and Interpretation 33-46

10. Findings and Suggestions 47-50

10.1 Findings

10.2 Suggestions/Recommendations

11. Conclusion 51-52

ANNEXURE(S) 53-55

Questionnaire

Bibliography

4

1. Introduction

5

Introduction

As customer’s tastes and preferences are dynamic in nature, the market scenario is

also changing from time to time. Today’s market scenario is very different from that

of the market scenario before 1990. There have been many factors responsible for

the changing market scenario. It is the changing tastes and preference of customer

which has bought in a change in the market. Income level of the people has

changed; life styles and social class of people have completely changed now than

that of olden days. There has been a shift in the market demand in today’s world.

Technology is one of the major factors which is responsible for this paradigm shift

in the mark. New generation people are no more dependent on the market and far

off departmental stores. Today we can see a new era in market with the opening up

of many departmental stores, hyper market, shopper’s stop, malls, branded retail

outlets and specialty stores. In today’s world shopping is not any more tiresome

work rather it’s a pleasant outing phenomenon now.

My study is based on an ongoing survey on customers of a hypermarket named Big

Bazaar of Future Retail. Big bazaar is a new type of market which came into

existence in India since 1994. It is a type of market where various kinds of products

are available under one roof. My study is on determining the customer’s buying

behavior of customer’s in big bazaar and the satisfaction level of customers in big

bazaar. My study will find out the current status of big bazaar and determine where

it stands in the current market.

This market field survey will help in knowing the present customers tastes and

preferences. It will help me in estimating the customer’s future needs, wants &

demands.

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2. Objectives of the Study

To find out the buying behavior of the customers in the Health oil Section

under foodbazar, BigBazar.

To determine the deference between other health oils and Exotic Oils.

To identify the preferences of the customers on health oil.

To create awareness about the availability of exotic oils among the new

customers in Big Bazar, Guwahati.

To know the satisfaction level of customers in Exotic oil products in Big

Bazaar.

3. Scope of Study

The scope of this research is to identify the buying behavior of customers of Big

Bazaar, Guwahati, Assam. This research is based on primary data and secondary

data. Due to time constraint only limited number of persons contacted. This study

only focuses on urban buying behavior of customers. The study does not say

anything about rural buying behavior of customer because rural

norms/status/attitude & acceptance of the rural customers differs with urban

customers. The scope of research is limited for urban area like Guwahati. It

provides help to further the research for organized retail sector in urban areas. It

aims to understand the skill of the company in the area like technological

advancement, competition in management.

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4. Significance of the Study

The study shows customers buying pattern with Big Bazaar in Guwahati area. Its

provide guideline for further research in Guwahati area for organized retail.

Research says about customer buying behavior towards Big Bazaar, Guwahati. The

study rate the customer satisfaction level with Big Bazaar, Guwahati area. The

research is also important to identify Market size, growth and Market Potential of

Big Bazaar in Guwahati. The research shows future Scenario of Big Bazaar in

current perspective. The study shows Opportunities and challenges for Big Bazaar

respect of internal & external environment. Research says about main competitors

in the field of organized retail sectors. The study provides guideline to further

extension of Big Bazaar. The study provides help to know the customers

satisfaction with Big Bazaar stores.

5. Limitations of the Study

Although all effort was taken to make the result of the survey as accurate as possible,

there were certain constraints during the study.

1. Some customers were not willing to give appointment due to their busy schedule.

2. Due to very large size of the population, only selected samples of customer were

contacted.

3. Due to fast pace of life, some customers were unable to justify to the questionnaire.

4. Personal biases might have come while answering the questionnaire.

8

6. Research Methodology

9

Research Methodology

Technology, customers tastes and preferences play a vital role in today’s

generation. Research Methodology is a set of various methods to be followed to find

out various information regarding market strata of different products and its

position. Research Methodology is required in every industry for acquiring

knowledge of their products and brings changes.

6.1. Area of study:

The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment, and imagination for which there can

be no mechanical substitutes.

6.2. Research Design:

Exploratory Research

6.3. Sampling Design:

Non Probability sampling- Convenience sampling

6.4. Sample Size:

100(Customers)

6.5. Data Collection:

Data is collected from various customers through personal interaction. Structured

questionnaire is prepared for collecting data. Data is collected with mere

interaction and formal discussion with different respondents. Some other relevant

information collected through secondary data

6.6. Tools of Analysis:

The market survey about the techniques of marketing and nature of expenditure is

carried out by personally interacting with the customers in Big Bazaar, Guwahati,

Assam.

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7. Company Profile (Future Retail Ltd.)

11

7.1. Future Retail Ltd.

Overview

As India’s leading retailer, Future Retail inspires trust through innovative offerings,

quality products and affordable prices that help customers achieve a better quality

of life every day. We serve customers in more than 240 cities across the country

through over 11 million square feet of retail space.

Future Retail is the flagship company of Future Group, India’s retail pioneer

catering to the entire Indian consumption space. Through multiple retail formats, it

connects a diverse and passionate community of Indian buyers, sellers and

businesses. The collective impact on business is staggering: Over 330 million

customers walk into its stores each year and choose products and services supplied

by over 30,000 small, medium and large entrepreneurs and manufacturers from

across India. This number is set to grow.

It operates multiple retail formats in both the hypermarket, supermarket and

home segments of the Indian consumer market including:

Big Bazar – A uniquely Indian hypermarket chain.

Easyday - The convenient neighborhood store offers refreshing shopping

experience to its customers.

KB’s Conveniently Yours - An urban convenience store in your neighborhood,

KB’s Conveniently Yours.

Fashion at Big Bazaar - Affordable fashion destinations aimed to make India

Thoda aur stylish. 12

Food Bazaar - a supermarket chain that blends the look and feel of Indian bazaars

with modern retail aspects like choice, convenience and quality.

Foodhall - a premium lifestyle food destination

HomeTown - One-stop destination for every need of the aspirational Indian home-

owner.

Ezone - Ezone brings to you the latest in electronics at the lowest prices.

As modern retail drives fresh demand and consumption in new categories, our

strategy is based on a deep understanding of Indian consumers the products they

want, and making these products available in every city in every store format. We

are in line with our broad objective of being a catalyst in India’s consumption-led

growth and being a positive agent of change in the communities we serve.

7.2. Manifesto

Rewrite Rules. Retain Values.

Our manifesto encourages us to explore unexplored areas and write new rules to

create new opportunities and successes. Our focus in striving for a glorious future

gives us strength and the ability to learn, unlearn and re-learn our ability to evolve.

At Future Retail we do not wait for the future to unfold itself but create future

scenarios in the consumer space and facilitate consumption because consumption

means socio-economic development for our customers, employees, shareholders,

associates and partners.

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Our customers will not just get what they need, but also get them where, how and

when they need any product or service.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends; we will set trends by marrying our understanding of

the Indian consumer to their needs of tomorrow.

It is this understanding that has underwritten our success and will help us succeed

in the future as well.

7.3. Group Mission

We share the vision and belief that our customers and stakeholders shall be

served only by creating and executing future scenarios in the consumption space

leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail

realty, making consumption affordable for all customer segments – for classes

and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever

we do.

We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

7.4. Core values

Indianness: Believing in the Indian way and in oneself

Leadership: In thought and in business

Respect & Humility: In dealing with everyone within & outside the

organization

Introspection: For continuous learning, self-development and personal

excellence

Openness & Adaptability: Open to new ideas, knowledge and proactive in

meeting challenges emerging from changing business scenarios

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Valuing and Nurturing Relationships: With customers, business associates,

stakeholders, communities and society

Simplicity & Positivity: To foster innovation, speed and imagination

Flow: Learn and be inspired from the universal laws of nature

7.5. Business Profile

RETAIL

Winning the Hearts of Indian Consumers

Future Retail makes every effort to delight its customers, tailoring store formats to

changing Indian lifestyles and adapting products and services to their desires.

It operates some of India’s most popular hypermarket and home solutions retail

formats. Across value and lifestyle segments, our multi-format retail strategy caters

to various consumption needs of a wide cross-section of Indian consumers.

Future Retail Ltd. focuses on the hypermarket, supermarket and home

solutions segment.

 

Its business is well capitalized to propel pure retail growth momentum. It believes

the Indian consumption story is intact and the combination of consumption and

investment driven growth will power its success. Aim to maintain its focus on

increasing consumption demand through innovative customer engagement

activities.

It also aims to continue on the growth path through a combination of realization

efficiency & space expansion. Aims to maintain the momentum of topline growth

through continuous efforts to increase store efficiencies and productivity as evident

in improved.

HYPERMARKET AND SUPERMARKET – Exposing Indians to an all new

shopping experience15

The hypermarket and supermarket business is led by Big Bazaar, fbb, Food Bazaar

and Foodhall feet, the company operates more than 300 Big Bazaar, fbb and food

bazaar stores in over 244 cities across the country

Big Bazaar is not just another hypermarket; it caters to every need

of your family. Where Big Bazaar scores over other stores is its value for money

proposition for Indian customers. It guarantees that at Big Bazaar you will

definitely get the best products at the best prices. With the ever-increasing array of

private labels, it has opened doors in 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.

Easyday, the convenient neighborhood store offers

refreshing shopping experience to its customers to stock their daily household

essentials. It is designed on a simple principle, that customers should have pleasant

experience and save money as well, while they shop. Store size ranges from 2,500

sqft to 55,000 sq ft. and offers thousands of products that include groceries,

personal care, household essentials, toiletries and more. The neatly organized

product shelves, hygienic ambience, well appointed staff and quick billing makes

everyday shopping experience a lot more fun and interesting.

Easyday became part of Future Group portfolio after the strategic partnership that

took place between Future Group and Bharti Retail in May 2015.

An urban convenience store in your neighborhood, KB’s Conveniently

Yours is present in the catchment areas that offer exotic range of food products.

KB’s Conveniently Yours customizes offerings for each region after understanding

the catchment demographics, competition and the daily consumption pattern in the

neighborhood. The store aims to be well-stocked with products that sell the most in

16

the locality and offers a mix of ‘Good-Better-Best’ range of products within each

category driven by localization and the area level potential.

Fashion at Big Bazaar, India’s style hub is redefining affordable

fashion since 2008. From elegant office wear to daily essentials, from versatile

ethnics comfortable home wear to stylish new range of all the leisure, fbb curates

exclusive designs for its audience under it's own private labels. With its mission to

make India Thoda aur stylish, fbb is a popular youthful brand that offers refreshing

fashion trends at pocket friendly prices. The brand has strong presence across all

7the metro cities, mini metros and also penetrates well in tier II cities.

  Food Bazaar invites you for a shopping experience in a unique

ambience. At Food Bazaar you will find a hitherto unseen blend of a typical Indian

bazaar and International supermarket atmosphere.

Flagged off in April’02, Food Bazaar is a chain of large supermarkets with a

difference where the best of Western and Indian values have been put together to

ensure your satisfaction and comfort while shopping.

The western values of convenience, cleanliness and hygiene are offered through

pre-packed commodities and the Indian values of ‘see-touch-feel’ are offered

through the bazaar-like atmosphere created by displaying staples out in the open.

The best of everything offered with a seal of freshness and purity will definitely

make your final buying decision a lot easier.

Foodhall, A premium lifestyle food superstore, Future Group’s

ambitious venture, is a pure gastronomical delight. Latching on to the love for

global cuisines, Foodhall is an answer to every foodie’s inner epicure. Launched in

May 2011, Foodhall is a one-stop destination for a well travelled urban consumer

who understands the nuances of gourmet cooking. An eye-appealing exotic store

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captures the novel concepts from around the world on one platter. With an

aesthetic mix of Indian flavors with the west, this specialty store is a den of

discovery - of the finest global foods and ingredients.

Foodhall appeals to every food connoisseur with its custom-made gift hampers,

monthly thematic festivals, beautiful display of fruits and vegetables, a spice

station, live demo kitchen and fresh sampling of ingredients in the best possible

combinations.

These make shopping at Foodhall an enriching experience. A perfect blend of

culinary presentation and ingredients in Foodhall is at par with any international

gourmet food store. It has an extensive global variety in every category – the

offerings range from Tomatillo (Green Tomatoes of Mexico) to gluten-free breads

such as pizza dough, bagels, to range of super-food options such as Greek Yoghurts,

fat-free organic milk, Tofu, gourmet chocolates, oils and vinegars, smoked salmon,

mock meats, specialty cold cuts, teas, fresh truffles and various food delights

including a variety of Indian foods. Currently Foodhall is present in Mumbai,

Bengaluru, New Delhi and Gurgaon.

HOME SOLUTIONS - Complete home making solutions

The home solutions segment includes HomeTown and Ezone. HomeTown is a

unique one-stop destination for complete home-making solutions. Ezone is an

experienced–led lifestyle format that brings together the best in national and

international consumer electronic and durables brands in a family – centric

environment.

It promises to make homemaking an enjoyable and hassle-

free experience with the wide array of products and services. Offerings include a

slew of living room furniture, dining, bedroom furniture and furniture essentials,

mattresses, modular kitchens, home furnishing, décor, households and bath luxury.

HomeTown offers customers a unique, personalised shopping experience, and has

grown to be India’s biggest store in homemaking, renovation and décor.

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From classy sofas, tasteful décor items, elegant beds, dining sets to kitchen

essentials and artifacts, it houses everything to build and beautify homes. It was

first opened in and currently operates 35 stores in 17 cities and has also developed

partnerships with online retailers.

Founded in 2002 Ezone is present across India in the form of

stand-alone stores as well as at Group format stores such as Big Bazaar, HomeTown

and Central. It houses the best of national and international electronics brands for a

range of product categories such as Audio, Accessories, Communications,

Computing, Home Entertainment, Home and Kitchen Appliances, Imaging, Personal

Entertainment & Gaming.

At Ezone, committed to offering lifestyle solutions depending on the needs of its

customers and offer the best price on the latest products, with the right buying

assistance. Ezoneonline.in an online extension of its brick & mortar stores offering

multiple convenient payment options including Cash on Delivery and free home

delivery/shipping.

Further, services such as Easy Exchange, Extended Warranty, Instant Finance,

Masterclass, Data Transfer and more ensure Together Forever. 

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7.6. BOARD OF DIRECTORS:

Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of the Company and the Group Chief

Executive Officer of Future Group. Considered a pioneer of modern retail in India,

Kishore’s leadership has led Future Retail’s emergence as India’s leading retailer

operating multiple retail formats that cater to the entire basket of Indian

consumers.

Kishore Biyani advocates ‘Indianness’ as the core value driving the group and the

corporate credo ‘Rewrite Rules, Retain Values.’

Regularly ranked among India’s most admired CEOs, he is the author of the book It

Happened in India. He has won numerous awards from government bodies and the

private sector in India and abroad and is on the board of a number of bodies,

including the National Innovation Foundation in India and the New York Fashion

Board.

 Mr. Rakesh Biyani, Joint Managing Director

Mr. Rakesh Biyani is a Joint Managing Director of Future Retail Limited. He has

been associated with the company for over 20 years.

In his executive role as the Joint Managing Director, Mr. Rakesh Biyani leads the

management and expansion of the company’s flagship formats, Central, Big Bazaar

and Food Bazaar. Rakesh is actively involved in Category Management, Retail

stores operations and Information Technology.

Rakesh has done an Advanced Management Program course from Harvard and is a

commerce graduate from HR College, Bombay.

  

Mr. Rajan Bharti Mittal, Non Executive Director

Mr. Rajan Bharti Mittal served as the Managing Director at Bharti Enterprises

Limited since April 1, 2007 and served as its Group Lead Director of Wholesale and

Retail Business. Mr. Mittal serves as Group Lead Director of Wholesale & Retail

Business at Bharti Airtel Limited and served as its served as a Joint Managing

Director, an affiliate of Bharti Retail Pvt. Ltd. until April 1, 2007. 20

MS. Gagan Singh, Independent Director

Ms. Gagan Singh serves as the Chief Executive Officer of Business at Jones Lang

LaSalle India. Ms. Singh serves as a Deputy Chief Executive Officer of Jones Lange

Lasalle Meghraj (JLLM). She serves as a Founder Member and Vice President of

Youth reach. She has rich expertise in operations and real estate. She served as

Managing Director of Benetton India Private Limited., until May 2007 and served as

its Executive Director for four years. 

Mr. Ravindar Dhariwal, Independent Director

Mr. Ravindra Dhariwal, also known as Ravi, serves as a Senior Advisor of TPG

Growth. Prior to joining TPG, Mr. Dhariwal serves as an Executive Director for

Bennett Coleman & Co. Limited. He has 38 years of experience building consumer

businesses all over the world. He served as the Chief Executive Officer of Bennett

Coleman & Co. Limited. He served as a Vice President of Franchise for SE Asia at

PepsiCo International. He worked with PepsiCo for 12 years. He was Pepsi's ...

Mr. Shailendra Bhandari, Independent Director

Mr. Shailendra Bhandari, MBA (IIM), served as the Chief Executive and Managing

Director of ING Vysya Bank Limited from August 6, 2009 to October 28, 2014. Mr.

Bhandari served as the Head of Private Equity Business at Tata Capital Limited,

Tata Capital Private Equity and Tata Capital Private Equity Growth Fund. He served

as the Managing Director, Chief Executive Officer and President of ICICI Prudential

Life Insurance Company Ltd. 

21

7.7. COMPANIES OF FUTURE GROUP:

Future Retail (India)

Limited

Home Solutions Retail

India Limited

Future Brands Limited

Future Media (India)

Limited

Future Supply Chain

Solutions Limited

Convergem

Communication (India)

Limited

Future Knowledge

Services Limited

Future Capital Holdings

Limited

Future Generali India

Insurance Company

Limited

Future Generali India

Life Insurance Company

Limited

Future bazaar India

Limited

Winner Sports Private

Limited

Staples Future Office

Products Private

Limited

Converge

Indus League Clothing

Galaxy Entertainment

Corporation Ltd

Future Consumer

Products Limited

Future Ventures India

Limited

Foot Mart Retail.

22

7.8. Products in Big bazaar

23

Apparel and Accessories for Men, Women and Children.

Baby Accessories.

Cosmetics

Crockery

Sport Wear & Accessories

Electrical Accessories

Electronics

Footwear

Toys

Home Textiles

Home Needs

Household Appliances

Household Plastics

Home Decor

Luggage

Linens

Stationery

Utensils &

Utilities

Food items

Home Essentials

7.9. SWOT Analysis

SWOT Analysis of Big Bazaar with USP, Competition, STP (Segmentation,

Targeting, Positioning) - Marketing Analysis

Big Bazaar

Parent Company Future Group

Category Retail

Sector Lifestyle and retail

Tagline/ Slogan Is se sasta aur accha kahi nahi!

USP Affordable lifestyle

STP

Segment Price sensitive group

Target Group Upper middle class and lower middle class

Positioning Family favorite retail store

SWOT Analysis

24

Strengths

1. Affordability for middle class2. Quality, choice and convenience3. Wide range of products and service offerings4. Strong presence  in local market

5. Attractive promotional offers

6. Large no. of SKUs provided to consumer

7. Good branding and advertising by also roping in celebrity brand ambassadors

Weaknesses

1. Not known globally and restricted to the Indian market only2.No different game plan according to divergent people, their lifestyles, their tastes and budgets in India

Opportunities

1. To expand globally by tie-ups2. Entering into high premium segment 3.Opportunity to expand into financial services catering to huge segment

4. Increased rural penetration

Threats

1. Competitors’ global presence

2. Low priced brand perceived to be of low quality in Indian consumer minds

Competition

Competitors 1. Reliance retail2. Lifestyle Retail

25

3.Aditya Birla More

4. Shoppers Stop

8. Theoretical Perspective

26

THE CONCEPT OF RETAIL MANAGEMENT

Retailing is a convenient, convincing and comfortable method of

selling goods and services. Retailing, though as old as business,

trade and commerce has now taken new forms and shapes. This is

because of new management techniques, marketing techniques and

also due to ever changing and dynamic consumer psychology.

 

What is retailing?

Retailing is one area of the broader term, e-commerce. Retailing is

buying and selling both goods and consumer services. With more

number of educated and literate consumers entering the economy

and market, the need for reading the pulse of the consumers has

become very essential.

Retail marketing is undergoing radical restructuring. This is because

of increase in gross domestic product, increase in per capita income,

increase in purchasing power and also the ever changing tastes and

preferences of the people. The entry of plastic money, ATMs, credit

cards and debit cards and all other consumer finances, the taste for

the branded goods also added for the evolution of retail marketing.

Retail marketing is not just buying and selling but also rendering all

other personalized consumer services. With the RM picking up it has

given a new look for various fast moving capital goods (FMCG)

goods. This not only increased the demand for various goods in the

market but also made retail marketing the second largest

employment area, the first being agriculture.

Definition and Scope of Retailing:

27

Retail Industry, one of the fastest changing and vibrant industries in

the world, has contributed to the economic growth of many

countries. The term 'retail' is derived from the French word retailer

which means 'to cut a piece off or to break bulk'. In simple terms, it

implies a first-hand transaction with the customer. 

Retailing can be defined as the buying and selling of goods and

services. It can also be defined as the timely delivery of goods and

services demanded by consumers at prices that are competitive and

affordable. 

Retailing involves a direct interface with the customer and the

coordination of business activities from end to end- right from the

concept or design stage of a product or offering, to its delivery and

post-delivery service to the customer. The industry has contributed

to the economic growth of many countries and is undoubtedly one

of the fastest changing and dynamic industries in the world today.

Types of Retail Operations: 

Retail operations enable a store to function smoothly without any

hindrances. The significant types of retail operations consist of:

Department store

Specialty store

Discount/Mass Merchandisers

Warehouse/Wholesale clubs

Factory outlet

Retail Management System targets small and midsize retailers

seeking to automate their stores. The package runs on personal

computers to manage a range of store operations and customer

marketing tasks, including point of sale; operations; inventory

control and tracking; pricing; sales and promotions; customer

28

management and marketing; employee management; customized

reports; and information security

The Emerging Sectors in Retailing: 

Retailing, one of the largest sectors in the global economy, is going

through a transition phase not only in India but the world over. For

a long time, the corner grocery store was the only choice available to

the consumer, especially in the urban areas. This is slowly giving

way to international formats of retailing. The traditional food and

grocery segment has seen the emergence of supermarkets/grocery

chains (Food World, Nilgiris, Apna Bazaar), convenience stores and

fast-food chains.

It is the non-food segment, however that foray has been made into a

variety of new sectors. These include lifestyle/fashion segments

(Shoppers' Stop, Globus, LifeStyle, Westside), apparel/accessories

(Pantaloon, Levis, Reebok), books/music/gifts (Archies,

MusicWorld, Crosswords, Landmark), appliances and consumer

durables (Viveks, Jainsons, Vasant & Co.), drugs and pharmacy

(Health and Glow, Apollo).

The emergence of new sectors has been accompanied by changes in

existing formats as well as the beginning of new formats:

Hypermarts

Large supermarkets, typically 3,500-5,000 sq. ft.

Mini supermarkets, typically 1,000-2,000 sq. ft.

Convenience stores, typically 750-1,000sq. ft.

Discount/shopping list grocer

The traditional grocers, by introducing self-service formats as well

as value-added services such as credit and home delivery, have tried

to redefine themselves. However, the boom in retailing has been

confined primarily to the urban markets in the country. Even there,

large chunks are yet to feel the impact of organized retailing. There

29

are two primary reasons for this. First, the modern retailer is yet to

feel the saturation' effect in the urban market and has, therefore,

probably not looked at the other markets as seriously. Second, the

modern retailing trend, despite its cost-effectiveness, has come to be

identified with lifestyles. 

In order to appeal to all classes of the society, retail stores would

have to identify with different lifestyles. In a sense, this trend is

already visible with the emergence of stores with an essentially

`value for money' image. The attractiveness of the other stores

actually appeals to the existing affluent class as well as those who

aspire for to be part of this class. Hence, one can assume that the

retailing revolution is emerging along the lines of the economic

evolution of society.

Theories of structural changes of retailing:

The evolution of RM has taken a fantastic transition from traditional

methods to modern thinking. Starting as primary or traditional

retailing with melas, fairs, weekly bazaars, rural fairs to mom and

pop shop kirana stores the journey further reached to public

distribution systems (PDS) Khadi outlets, co- operative stores and

finally reached the level of shopping malls , bazaars, super bazaars

and special bazaars.

Traditional- melas, Fairs, weekly Bazaars, Rural fairs.

Indegenous- mom and pop, kirana stores Neighbor stores.

Contemporary- PDS, Khadi outlets, co-operative stores 

Modern Retailing- shopping malls, Bazaars, Super Bazaars, Special

bazaars.

Retail store operations: 

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When retail-marketing space is a best shopping zone for the

consumers, it is quite challenging to the businessman. It has to

ensure not only product availability but also make the shopping

more creative and pleasurable. RM has to take care of various areas

like,

Store administration and management

Inventory and stock management

Managing of receipts

Theft management

Customer service

Sales promotion

Employee morale

RM is once again a wonderful economic activity that creates a win-

win situation. It brings not only the success of the businessman but

also the success of both consumer and the employees. This is

possible only if there is product and price satisfaction

1. Store administration and management- this involves

cleanliness, discipline, proper documentation, no objection

certification for various products and skilful management of

products and personnel.

Inventory management- it becomes the duty of the retail manager

to check day to day and time to time the stock so as to ensure the

product is made available at the counters. Not only the expected

product availability has to be maintained but also the quality and

shelf life has to be guaranteed. Inventory has to be evaluated

correctly and receipts have to be properly maintained. With retail

marketing shopping has taken a trendy and pleasurable affair. With

all these changes customer service has become the most important

service to be rendered in the marketing field. The customer has to

be given maximum possible choice with a blend of perfect sales

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promotion from the side of the retailer. So the overall picture of

retail stores promotion has become a exclusive area of management.

All other 5 points to be detailed

Characteristics and trends in retailing 

Interaction with the end consumers

It enhances the volume of sales but the monetary value is less

Customer service plays a vital role

There is a tendency for automatic sales promotion

With more outlets retail marketing creates visibility

Location and layout plays a vital role.

Creates employment opportunities to all age groups, gender,

irrespective of qualification and religion.

Generates job opportunities in flexi timings.

Retail marketing creates a place, time and possession utility

for a product.

History of Retail Management:

Retail marketing started from Mediterranean regions and spread to

Egypt and Babylonia. For over 2000 years Retail marketing

flourished in Rome. After the destruction of Roman Empire retailing

spread across the globe and Romans are the first ones to conduct

sophisticated retailing. As sophistication and human relations go

hand in hand Retail marketing has got lot to do with the psychology

of human behaviour. So retail marketing can be conveniently called

has psychology of marketing.

Trends in retailing: Retail Marketing is largely based on three Vs-

Value, Volume and Variety. Though the Retail marketing had the

quantitative development across the globe, the quality is no doubt

being compromised with the Globalization. International quality

products are competing with indigenized products. This variation in

size, quality and competition has made Indian market face

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ridiculous growth. As the competition is between international and

indigenized products, its taking a great toll on both the sectors.

With the big giants entering the market, there is a grave competition

in the Indian Economy. After 1995 the great companies like Food

world, Reliance, Planet M, Music World and many others also

entered the retail market. The visibility and the craze to remain in

the forefront of business have made many of the giant companies to

move from manufacturing to front line retailing. With this Retailing

has become prominent giving world class shopping experience to

the customers under one roof.

Indian retailing, thus enjoys many unique features, is still done in a

primitive way. Barring a few exceptions, Indian retailers,

particularly FMCG retailers, are not in a position to implement

world-class practices of supply chain management. The concepts of

Quick Response or Efficient Consumer Response are unheard of in

Indian retailing. The two bases of modern retailing management, the

Electronic Data Interface and a mutually respectable partnership

among retailers and suppliers (the manufacturers) are missing to a

great extent in Indian context. Also, Indian marketing channel

members are performing some unnecessary tasks, which makes the

channel structure heavy and inefficient. Though these inefficiencies

are observed in all retailing irrespective of industry, the symptoms

are more evident in Indian FMCG retailing. Inefficiency in retailing

leads to lower profitability of the retailers and lower service outputs

for the consumers.

Ways and means to strengthen the position of the retailing industry,

doing away with the causes for the inefficiencies, therefore, are to be

taken up in an urgent manner. Such measures may include

establishment of retailers co-operatives, merger and buy-out, use of

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technology to the greatest possible extent, setting up of non-store

retailing centers and increase in franchisee network.

9. Data Analysis and Interpretation

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1. Occupation:

Occupation No. of Respondents %

a) Self-employed 17 18%

b) Unemployed 0 0%

c) Student 8 9%

d) Professional 20 21%

e) Retired 35 38%

f) Others 13 14%

Analysis & Interpretation: The survey conducted with 100

samples(Respondents) of which the highest number of 35

respondents with 38% are Retired and 2nd highest with 20

respondents 21% are professionals, followed by 17, 13, 8, and 0

respondents i.e., 18%, 14%, 9% and 0% are Self-employed, Others,

Students and Unemployed respectively.

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The analysis clearly indicates the majority of the customers who

comes to purchase the oil products are Retired people. Thus it can

be clearly understood that maximum customers in oil sections are

elderly people. It can also be understood that the maximum

numbers of Exotic oil customers belongs to age group of 50yrs and

above followed by professionals.

2. How often do you visit Big Bazar, Guwahati

Analysis & Interpretation: The study shows the majority of the

respondents visit Big Bazar, Guwahati once a week with total

number of 35 out of 100 followed by customers visiting twice or

more a week with total number of 19. The remaining followed by

15, 15, 5, and 11 numbers of respondents visits Big Bazar, Guwahati

once a month, twice or more a month, twice or more a year and

rarely respectively.

From the above analysis it can be understood the maximum number

of customers visits Big Bazar, Guwahati once a week. To sum up

every day Big Bazar, Guwahati entertain new/changing customers’

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in a week.

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3. Customers Awareness about the availability of Exotic

Oil Products like Olive/Canola.

Analysis & Interpretation: According to the survey, it is found

that the 63% of Respondents are aware of the availability of

Exotic Oil Products and the remaining 37% of respondents are

unaware of its availability in Big Bazar, Guwahati.

4. Brand Awareness(Exotic oil Product Brands of Olive

and Canola Oil)

Analysis & Interpretation: The study shows 37 Respondents

have zero knowledge about the availability of Exotic Oil

Products and its brands. The data also shows the maximum

respondents who are aware of the availability of Exotic oil

Products are aware mostly of Leonardo brand with 26

respondents and the least aware about Bertoli brand with 7

respondents.

5. Source of Knowledge about Exotic Oil Products

(Olive/Canola)

Sources No. Of Respondents %

a) TV 14 22%

b) Magazines/Newspapers 9 14%

c) Stores 12 19%

d) Special Issues 5 8%

e) Peers 20 32%

f) Other Sources 3 5%

Analysis & Interpretation: From the above chart it shows

majority of respondents comes to know about the availability of

Exotic Oil Products like Olive & Canola Oil from Peers, TV, and

Stores with 20, 14, and 12 respondents respectively. It clearly

indicates peers plays major role as a source of advertising

Exotic oil products.

6. No. of Exotic Oil Products users/Non-Users

Analysis & Interpretation: The survey conducted in the oil

section of Big Bazar, Guwahati with focal point on Exotic Oil

Products results among 100 samples out of which 52

respondents are non-users and 48 respondents are users of

Exotic Oil Products like Olive/ Canola.

7. Customers Awareness of Benefits of Exotic Oils

Analysis & Interpretation: The study shows out of 100

respondents less than 50% of respondents are aware of its benefits.

Out of which majority of the respondents are aware of its benefits

such as ‘Healthier and Non-fattening’. It can also be understood

most of the users of Exotic oil products consumes such products for

such health benefits. On contrary, the majority of respondents both

users and non-users are unaware of different health benefits offered

by Exotic Oil Products like Olive/ Canola.

8. How often do you purchase exotic oil like Olive and

Canola?

Answers Respondents

Once a week 7

Twice a week 0

Once a month 30

twice a year 0

Rarely 9

Analysis & Interpretation: The above data shows most of the

customers who uses exotic oil like Olive/Canola Oil purchase

the oil products one a month and some group of respondents

purchase the products one a week or rarely. The study also

indicates no respondents purchase the product more than once

a week or twice or more a year.

9. In which of food do you use Exotic Oil?

Analysis & Interpretation: The data shown above shows the

users of Exotic oil products (Olive/Canola) use the oil for

different cooking purposes. The data analysis shows maximum

number of users purchase the products for use in Non-Veg

Dishes with 25% out of 100% of users in the samples followed

by Salad 20%, veg dishes 18%, roast 17% and follows different

other purposes as shown in the above figure.

10.Quality Vs Price

Analysis & Interpretation: The above data shows a group of

respondents falls into the acceptance category of price rating

with 23, 16 and 20 for Agree, Strongly agree and Moderate

respectively. From the data analysis we can understand the

exotic oil products are offered at a standard rate.

11.Factor(s) to consider when choosing oil products

a) Brand Image b) Price

c) Quality d) Health Benefits

Analysis & Interpretation: The survey on Exotic oil products

comes to an understanding that the majority of respondents

consider health benefits factor with a total response from 60

respondents being conscious of their health. 43, 32 & 17 being

conscious of Quality, Price & Brand Image respectively

12.For non-users: Have you ever thought of using Exotic oil in future?

(Yes/no)

Analysis & Interpretation: The figure shows the total number of non-users

respondents who would like to use the products in future. Out of 52 non-users

respondents 33 respondents wishes to use exotic oil products in future and the

remaining 19 respondents are either uncertain or will not use Exotic oil products in

future.

13.Some Suggestions and Comments from the respondents

a. Suggest everyone to use it irrespective of age or class, consumption of

Exotic oil products gives you better health.

b. “I THINK THE PRICE IS TOO HIGH COMPARED TO OTHER HEALTH

OIL PRODUCTS”

c. “Excellent cooking oil Product, Everyone should use it”

d. “Best oil product for healthy Living”

e. “Good for Cardiac Patients”

f. “Everyone should choose Exotic Oil Products over other oil products.”

g. “I would like to tell the non-users of Exotic Oil Products to go oil like

Olive oil and other Exotic oil products to enjoy the maximum health

benefits”

10. Findings and Suggestions

10.1. Findings

Most of the Customers in health oil section of big bazaar purchase health oil

products of Soyabean, sunflower or mustard.

Exotic Oil products available in big bazaar fail to compete with other oils in

sales.

Everyday offers/cut-off prices are given in Exotic Oil Products create loss in

sale or generate minimum profit.

Most of the users of Exotic Oil Products like Olive and Canola are satisfied

with the product.

Customers are less informed about the Exotic oil products available in the

market.

Most of the customers who purchase Exotic Oil Products belong to the age

group of 50-70 years or above.

Majority of Exotic Oil Products uses exotic oil products in cooking/frying

dishes and less in other items like salads, dips etc.

The consumers of exotic oil products give much concern on health benefits

which shows their health consciousness in making a purchase.

As compared to other Health oil products and other products of big bazaar in

general, lesser importance is given to Exotic Oil products in terms of

Advertisement on contrary to it sale generation.

Most of the customers are aware of the availability of the Exotic Oil Products

in Big Bazar.

Most of the customers are not aware about the health benefits offered by

Exotic oil products.

Lesser effort is done by big bazaar to enhance the sales of Exotic Oil

Products.

Some of the non-users of Exotic oil products especially Olive Oil Products do

not purchase due to the high price as compared to other health oil products.

Majority Sales of Exotic Oil Products comes from the elderly and professional

people.

The consumer’s source of knowledge about the Exotic oil products mostly

comes from the peers.

The highest sales of these products are generated on Wednesdays,

Saturdays, and Sundays.

Most of the customers buy their requirement in Big Bazaar on the basis of

Weekly and monthly basis.

Big bazaar holds a huge customer base. The majority of customers belong to

middle class family.

10.2. Suggestions/Recommendations

More measures in terms of advertisement should be taken to attract more

customers to purchase the products.

Many customers are price sensitive and thereby go for products offered at a

cheaper rate. Meanwhile Exotic Oils products are expensive; therefore, big

bazaar should try to create an impression about its health benefits through

different types advertising measures like personal selling, pamphlets, hand-

outs, newspapers, etc.

Position of Exotic oil product to more visible area where customers can

easily or first see those products. .i.e., near the entrance of foodbazar.

Number of Discounts days on Exotic Oil Products should be minimised.

It is suggested to give a big discount one day offers on Exotic Oils to attract

the new potential customers in big number.

Salespersons in health oil section should be equipped with proper & detailed

knowledge about different health oil products available.

11. Conclusion

Big bazaar is a major shopping complex for today’s customers. It is a place where

customers find variety of products at a reasonable price. Big bazaar has a good

reputation of itself in the market. It has positioned itself in the market as a

discounted store. It holds a huge customer base. The majority of customers belong

to middle class family. The youth generation also likes shopping and moving

around big bazaar. Volume sales always take place in big bazaar. Impulse buying

behavior of customers comes in to play most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels,

grocery, stationary, food items, electronic items, leather items, watches, jewellery,

crockery, decorative items, sport items, chocolates and many more. It competes

with all the specialty stores of different products which provide goods at a

discounted rate all through the year. It holds a large customer base and it seemed

from the study that the customers are quite satisfied with big bazaar. As of now

there are 34 big bazaars in different cities of India, it seems that there is a vast

growth of big bazaar lying as customers demand is increasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on

different product category. It has emerged as a hub of shopping specially for middle

class people.

Different types of products starting from a baby food to pizzas all are available

under one roof. In Delhi it is the middle class people who mostly do marketing from

big bazaar. Even most of the people do their monthly shopping from big bazaar.

People not only visit big bazaar to do shopping but also visit for outing purpose as

it provides a very nice ambience to its customers. As people go to malls they just

tend to move around big bazaar whether it is for shopping purpose or for outing

purpose. Grocery, apparels and food items are the products which are demanded

most by the customers of Delhi in big bazaar. The major drawback of big bazaar is

that it lacks in providing enough parking space for its customers. This may

discourage the customers to come to big bazaar and shop as they face difficulty in

parking their vehicles. Even though some customers say that they don’t feel

problem in parking their vehicle, it is because of the parking space available to

them by the mall. As it is surveyed it seems that the biggest competitors of big

bazaar are the kirana stores, discounted specialty stores like Vishal mega mart,

Delhi bazaar Big bazaar, The Tata Groups (Croma), Reliance Retail, & Sabka Bazaar

etc.

Annexure(s)

Questionnaire

Questionnaire Survey on Exotic Oil Products (Olive/Canola)

Respondent Name/No.:____________ Gender: ____________ Age: ___________

1. Occupation:

a. Self-employedb. Unemployedc. Student

d. Professionale. Retiredf. Others

2. How often do you visit Big Bazar, Guwahati?

a. Once a weekb. Twice or more a weekc. Once a month

d. twice or more a monthe. Twice a yearf. Rarely

3. Are you aware of the availability of different exotic oil like Olive and Canola oil?A. Yes B. No(Q6)If Yes:i. Which brand(s) of Exotic Oil are you aware of?

a. Leonardob. Borgesc. Rafael Salgado(RS)d. Del Monte

e. Bertolif. Figarog. Karmiqh. Jivo

ii. How did you come to know about the Exotic Oil (Olive/Canola)?

i. TVj. Magazines/

Newspapersk. Stores

l. Special Issuesm. Peersn. Other sources

4. Do you use Exotic oil?a. Yes b. No

If yes: i. How often do you purchase exotic oil like Olive and Canola?

a. Once a weekb. Twice a week c. Once a month

d. Once a month e. twice a year f. Rarely

ii. In which of food do you use Exotic Oil.?

a) Saladb) Vegetables dishesc) Non-Vegetables

dishesd) Roast

e) Saucesf) Dips g) Others

iii. Quality of the product matches its price.a. Agree b. Strongly Agree c. Moderate d. Disagree

e. Strongly Disagree5. Factor(s) to consider when choosing oil products? ( )

a. Brand Image

b. Price

c. Qualityd. Health Benefits

6. Are you aware of the benefits of the exotic oil products like Olive and Canola oils?

Yes/No.______If yes:

Which benefit(s) are you aware of?

b. Better taste c. Healthierd. Nutritiouse. Pure

f. Better for the heart g. Non- Fatteningh. Other Reason

7. For non-users: Have you ever thought of using Exotic oil in future? (Yes/no)________

8. Any Suggestion/Comment on the Exotic Oil Products():

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________

Bibliography

Books:

Mathur, U.C., (2010), Retail Management: Text and Cases,

IKBooks, ISBN10

Mishra, Anil, (2013), Summer Internship Simplified, Dreamtech

Press, ISBN13, ISBN10

Nayak, P.V. (2005),

Websites:

www.wikipedia.org

www.slideshare.net

www.futuregroup.in

www.bigbazaar.com

www.futureretail.in

www.scribe.com

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