Professional Documents
Culture Documents
PATTOM, TRIVANDRUM”
I hereby declare that the project report titled“A study of the customer Profile,
satisfaction level and catchment analysis of the Customers- in reference to Big Bazaar,
Future Value Retail (India) Ltd.”Submitted in the partial fulfillment of the requirement
for the award of degree of MBA, is our original work.
This has not been submitted in part or full towards any other degree or diploma.
LIJU.V.J
26087
It gives me immense pleasure to acknowledge all those who have given me their valuable
time, energy and views to supply all indispensable facts and opinions that has helped us in
bringing out this project to fruition.
I would like to express my respectful thanks to Mr.Larish C.S (Sr. Marketing Executive)
for constantly supporting and guidance in achieving the prescribed objectives of my project.
I am also thankful to Prof. Sundar, Prof Bharathidasan Institute of Management for his
enlighten guidance and knowledge.
I would like to express my gratitude to all our respondents, who selflessly adjusted their
schedule to accommodate me in their schedule. This project would not have been successful
without their help.
My hearty thanks to all my friends and colleagues who have shared their knowledge and
input.
Last but not the least I would like to thank the almighty God for blessing me with this
opportunity and completing it successfully.
Liju.V.J (26087)
EXECUTIVE SUMMARY
The Indian retail industry—one of the fastest growing industries in the country over
the past couple of years— is no exception. While 2008 showed growth for the industry on the
whole, the last quarter of 2008 was impacted by the economic slowdown and liquidity
crunch, and this is expected to continue in the current year.
The year gone by was packed with several significant developments for the Indian
retail industry, including the entry of many global players, growing acceptance of the modern
formats, the success of many specialty retail formats, and the rising competition in the
regional markets beyond the metros and Tier 1 cities. On the other hand, the after effects of
the global economic turmoil are being felt in India as well, and the economy is expected to
grow at a significantly lower rate over the next 2 years (between 5 to 7 percent according to
various estimates*). Consequently, overall consumption levels, particularly discretionary
spend and impulse purchases have been affected, which, in turn, has resulted in a lower
growth rate for the industry for the current year.
Moreover, this trend is expected to continue in 2010. Given the industry‘s changing
landscape and emerging challenges, the focus of industry players too is changing; with a
strong emphasis on profitable growth in the current scenario. Hence, retail companies are
increasingly concentrating on strengthening existing operations and assessing options for
growth through consolidation, while continuing to innovate. Factors like renegotiating
rentals, store rationalization, working capital management, regionalization, cost optimization
and manpower resizing are some of the key Top of Mind (TOM) issues for retailers in the
current context of the downturn. In the year 2004, the size of Indian organized retail industry
was Rs 28,000 cr, which was only 3% of the total retailing market. Retailing in its present
form started in the latter half of 20th Century in USA and Europe and today constitutes 20%
of US GDP. The contribution of organized retail is expected to rise from 3% to 9% by the
end of the decade. In India it has been found out that the top 6 cities contribute for 66% of
total organized retailing. With the metros already been exploited, the focus has now been
shifted towards the tier-II cities**. The 'retail boom', 85% of which has so far been
concentrated in the metros is beginning to percolate down to these smaller cities and towns.
The contribution of these tier-II cities to total organized retailing sales is expected to grow to
20-25%. In the year 2004, Rs 28,000 cr organized retail industry had Clothing, Textiles
&fashion accessories as the highest contributor (39%), where as health & beauty had a
contribution of 2%. Food & Grocery contributed to 18% of the total.
OBJECTIVE:
Sample Unit:
The sample unit includes all the existing and potential customers of Big Bazaar, pattom
catchment.
Sample Size:
The sample size of customers which would be considered for the research is 4000
respondents for in store analysis and 2000 respondents for the catchment analysis.
Data collection
Primary Data
Primary data will be collected by taking interview from the potential respondents in the form
of questionnaire. The questions in the questionnaire would be in the form of rating-scale,
open-ended & close-ended questions which would be logically framed in order to achieve the
above stated objectives.
Secondary Data
Secondary data will be obtained through information from previous literature, reports,
newspapers, reference books, magazines and websites.
Limitations of Study
1. People may not able to properly rate the parameters.
2. Results concluded may not be applicable to entire population.
3. Certain variables may have been ignored.
4. Customer choice is also based on geographic factors.
5. Macro-economic factors affectthis industry to a large extent.
Chapter 1
INDUSTRY PROFILE
INTRODUCTION
Retailing is the business where an organization directly sells its products and services to an
end consumer and this is for his personal use. By definition organization whether it is a
manufacturer or a wholesaler is sellinggoods directly to the end consumer, it is actually
operating in the Retail space. This industry has traveled a long way from a humble beginning
to a situation where worldwide Retail sales are more than $ 7 Trillion.
Organized retailing is bound to grow tremendously, provided the rights are adopted. Retail
businesses have broken rank and seem poised to surge ahead with renewed vigor, optimism,
confidence and capability. There is an incredible amount of activity in terms of creation of
retail oriented space across India. As per some estimates, there are over 200 retail mall
projects under construction or under active planning stage spanning over 25 cities. This may
translate into over 25 million sq. ft. of new retail space in the market within this year. Huge
retail formats, with high quality ambience and very courteous and ambivalent sales staff, are
regular features of retail formats in most Asian countries. However in India expect for a few
big towns where modern retailing formats abound, these features are grossly missing .ETIG
expects organized retailing to slowly penetrate the second rung and smaller town which will
catapult the growth rate for the sector. Even though the big retail chains are concentrating on
the upper segment and selling products at higher prices like crossroads, akbarally's and
shoppers stop;retail stores are sprouting to cater the needs of middle class.
With a huge middle class Populationthe retailers like RPG and Food World are tapping this
market. The market is flooded with products that are branded and unbranded. The customers
are in a dilemma to make the right selection. Simon bell of AT Kearney says ¯there is a close
relation between the growth of branded and the growth of the organized retail. Companies
selling branded products prefer to have big and organized retail formats like the
Hypermarkets where they can be differentiated from unbranded products. Though doubts
have been cast on the future of Indian retailing it is our belief that the retail boom is yet to
happen. While the industry is in the introduction stage in most geography, it has just entered
the growth region in the metros. Today the right product mix, right sourcing strategy and the
right communication are the mantras for success.
Future Perspective
We should see fundamental shifts in the way Indians shop in the near future. The year 2003
could be a landmark year for organized Indian retailing. According to recent study done by
ETIG the organized retail industry is expected to grow by 30 % in the next five years and is
expected to touch Rs 45000cr. Thus, the growth potential for the organized retailer is
enormous. Metro from Germany is a very successful and resourceful retailer and their cash &
carry format could offer a good run for money to others. Some others will also find legitimate
ways to operate in India, for example, Marks & Spencer‘s, Mango and ShopRite.
But due to the economic downturn, the organized retail penetration, which was expected to
touch 16 percent by 2012 from the current 5 percent, is likely to trace 10.4 percent only.
Changing and influencing factors
• Consumer Factors
• Income Level
• Working Women
• Change In Lifestyle
• Demand For Global Trend
• Supply Side Factor
• Growing Importance of Retailing sector
• Political And Economic Factor
• Supply Constraints
• Reduction In Import Duties-Offering More Global Sourcing Factor
Major players
Food&Grocery Fashion Others
Each of these retail stars has identified and settled into a feasible and sustainable business
model of its own. Rather surprisingly, each has developed a unique model.
Westside has very successfully emulated a Marks & Spencer model (of 100 per cent private
label, very good value for money merchandise for the entire family).
Spencer's Daily and Nilgrishave successfully shown the viability of the `supermarket'
format in India and its ability to co-exist with the ubiquitous Kiranastore.Pantaloonhas both
demonstrated the potential of "specialist" retailing in India.
1) Big Bazaar-Pantaloons: Big Bazaar, a division of Future Value Retail (India) Ltd is
already India's biggest retailer. In the year 2003-04, it had revenue of Rs 658.31
crores& by 2010; it is targeting revenue of Rs.8800 cr.
2) Food World: Food World in India is an alliance between the RPG groups in India
with Dairy Farm International of the Jardine Matheson Group.
3) Trinethra: It is a supermarket chain that has predominant presence in the southern
state of Andhra Pradesh.
4) Apna Bazaar: It is an Rs 140-cr consumer co-operative society with a customer base
of over 12 lakh, plans to cater to an upwardlymobileurbanpopulation.
5) Margin Free: It is a Kerala based discount store, which is uniformly spread across 240
Margin Free franchisees in Kerala, Tamil Nadu and Karnataka. It is a major
competitor for Big Bazaar at Trivandrum.
RECENT TRENDS
➢ Retailing in India is witnessing a huge revamping exercise as can be seen in the graph
➢ India is rated the fifth most attractive emerging retail market: a potential goldmine.
➢ Estimated to be US$ 356bn, of which organized retailing (i.e. modern trade) makes up
3% or US$ 6.4 bn
➢ As per a report by KPMG the annual growth of department stores is estimated at 24%
➢ Ranked second in a Global Retail Development Index of 30 developing countries
drawn up by AT Kearney.
➢ Multiple drivers leading to a consumption boom:
○ Favorable demographics o Growth in income
○ Increasing population of women
○ Raising aspirations:
➢ Value added goods sales
➢ Food and apparel retailing key drivers of growth.
➢ Organized retailing in India has been largely an urban
➢ Phenomenon with affluent classes and growing number of double-income households.
➢ More successful in cities in the south and west of India. Reasons range from
differences in consumer buying behavior to cost of real estate and taxation laws.
➢ Rural markets emerging as a huge opportunity for retailers reflected in the share of
the rural market across most categories of consumption
• ITC is experimenting with retailing through its e-Choupal and
ChoupalSagar – rural hypermarkets.
• HLL is using its Project Shakti initiative – leveraging women
self-help groups – to explore the rural market.
• Mahamaza is leveraging technology and network marketing
concepts to act as an aggregator and serve the rural markets.
➢ IT is a tool that has been used by retailers ranging from Amazon.com to eBay to
radically change buying behavior across the globe.
➢ E-tailing’ slowly making its presence.
StrategiesTrendsandOpportunities-2010
“ Consumers are currently sitting on the fence and the
challenge for retailers will be to offer the right baits to get them back to stores. Retailers have
to focus on growing profits through sales growth and not mere cost-cutting strategies. There
will be a sharp cut in overall sales growth this year (2008-09), but a marked improvement in
bottom lines with players focusing on efficiencies”- Kishore Biyani, (Chief Executive
Officer, Future Group.) Retailing in India is gradually inching its way toward becoming the
next boom industry. The whole concept of shopping has altered in terms of format and
consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has
entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes
offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an
inflexion point where the growth of organized retailing and growth in the consumption by the
Indian population is going to take a higher growth trajectory. The Indian population is
witnessing a significant change in its demographics.
A large young working population with median age of 24 years, nuclear families in urban
areas, along with increasing workingwomen population and emerging opportunities in the
services sector are going to be the key growth drivers of the organized retail sector in India.
In mid-2007 Kishore Biyani announced a new strategy for his group: “Garv se bolo
hum kanjooshain” - Translated “SayYes, I am stingy. with pride” With this campaign, the
company aimed to save USD 36.5 million in a period of one year. The idea was to openly
accept that cost-cutting needs to be implemented and then aggressively eliminate
inefficiencies. The move ensured that internal overlapping of functions was avoided within
various departments. At the back-end, human resources and information technology were
integrated in an organized manner.
Conclusion
For a start, these retailers need to invest much more in capturing more specific
market. Intelligence as well as almost real-time customer purchase behavior information. The
retailers also need to make substantial investment in understanding/acquiring some advanced
expertise in developing more accurate and scientific demand forecasting models. Re-
engineering of product sourcing philosophies-aligned more towards collaborative planning
and replenishment should then be next on their agenda. The message, therefore for the
existing small and medium independent retailers is to closely examine what changes are
taking place in their immediate vicinity, and analyze Whether their current market offers a
potential redevelopment of the area into a more modern multi-option destination. If it does,
and most commercial areas in India do have this potential, it would be very useful to form a
consortium of other such small retailers in that vicinity and take a pro-active approach to pool
in resources and improve the overall infrastructure. The next effort should be to encourage
retailers to make some investments in improving the interiors of their respective
establishments to make shopping an enjoyable experience for the customer. As the retail
marketplace changes shape and competition increases, the potential for improving retail
productivity and cutting costs is likely to decrease.
Therefore, it will become important for retailers to secure a distinctive position in the
marketplace based on value, relationships or experience. Finally, it is important to note that
these strategies are not strictly independent of each other; value is function of not just price,
quality and service but can also be enhanced by Personalization and offering a memorable
experience. In fact, building relationships with customers can by itself increase the quality of
overall customer experience and thus the perceived value. But most importantly for winning
in this intensely competitive marketplace, it is critical to understand the target customer's
definition of value and make an offer, which not only delights the customers but also is also
difficult for competitors to replicate.
Chapter 2
COMPANY PROFILE
Future Group
Future Group is one of the country‘s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
group‘s flagship company, Future Value Retail (India) Limited operates over 7 million square
feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000
people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food
Bazaar, Home Town, eZone, Depot, Future Money and online retail format,
futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India
Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and
Bowling Co. Future Capital Holdings, the group‘s financial arm, focuses on asset
management and consumer credit. It manages assets worth over $1 billion that are being
invested in developing retail real estate and consumer-related brands and hotels.
BIGBAZAAR
(Is se sastaauracchakahinnahi!)
Big Bazaar caters to every need of the customer and his/her family. Where Big Bazaar scores
over other stores is its value for money proposition for the Indian customers.
Big Bazaar promises the best products at the best prices. 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 always plans and tries to add
much more to complete the shopping experience.
Company Statements
“Future” – the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten; create new opportunities and new successes. To strive for a glorious future brings
to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.
i. 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.
ii. We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
iii. We shall infuse Indian brands with confidence and renewed ambition.
iv. We shall be efficient, cost- conscious and committed to quality in whatever we do.
v. We shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.
Core Values
➢ Indianness:Confidenceinourselves.
➢ Respect&Humility:torespecteveryindividualandbehumbleinourconduct.
➢ Introspection:Leadingtopurposefulthinking.
➢ Simplicity&Positivity:Simplicityandpositivityinourthought,businessand action
➢ Adaptability:Tobeflexibleandadaptable,tomeetchallenges
MileStone
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Future ValueRetail(India) Limited and the Group
Chief Executive Officer of Future Group.
Mr.GopikishanBiyani,Wholetime Director
GopikishanBiyani,is a commerce graduate and has more than twenty years of experience in the
textile business.
Mr.RakeshBiyani, Wholetime Director
RakeshBiyani, is a commerce graduate and has been actively involved in category management,
retail stores operations,IT and exports. He has been instrumental in the implementation of the
various new retail formats.
Mr.vijayakumar Chopra, Independent Director
S. Doreswamy, is a former Chairman and Managing Director of Central Bank O f India and
serves on the board of DSP Mrerril Lynch Trustee Co and Ceat Limited among others.
Dr.DO Koshy, Independent Director
D O. Koshy, holds a doctorate from IIT Delhi and is the Director of National institute Of Design
(NID) Ahmedabad. He has over 24 years of rich experience in the textile and garment industry.
1987
Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India‘s
first formal trouser brand.
1991
Launch of BARE, the Indian jeans brand.
1992
Initial public offer (IPO) was made in the month of May.
1994
The Pantaloon Shoppe – exclusive menswear store in franchisee format launched
across the nation. The company starts the distribution of branded garments through multi-
brand retail outlets across the nation.
1995
John Miller – Formal shirt brand launched.
1997
Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons
in Kolkata.
2001
Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad.
2002
Food Bazaar, the supermarket chain is launched.
2004
Central - India‘s first seamless mall is launched in Bangalore.
2005
Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League
Clothing and Planet Retail. Sets up India‘s first real estate investment fund Kshitij to build a
chain of shopping malls.
2006
Future Capital Holdings, the company‘s financial is formed to manage over $1.5
billion in real estate, private equity and retail infrastructure funds. Plans forays into retailing
of consumer finance products. Home Town, a home building and improvement products
retail chain is launched along with consumer durables format, Ezone and furniture chain,
Furniture Bazaar. Future Group enters into joint venture agreements to launch insurance
products with Italian insurance major, Generaliand with US office stationery retailer,
Staples.
2007
Future Group crosses $1 billion turnover mark. Specialized companies in retail media,
logistics, IPR and brand development and retail-led technology services become operational.
Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of the Year award at the World
Retail Congress held in Barcelona. Futurebazaar.com becomes India‘s most popular shopping
portal.
2008
Future Capital Holdings becomes the second group company to make a successful
Initial Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store mark,
marking one of the fastest ever expansion of a hypermarket format anywhere in the world.
Total operational retail space crosses 10 million square feet mark. Future Group acquires
rural retail chain, Aadhar present in 65 rural locations.
Various Departments
ANALYSIS
&
INTERPRETATION
General Information: Trivandrum
Area 21,912 Sq Km
Population 32,34,707
Male 15,69,917
Female 16,64,439
Literacy 89.28%
Taluk 4
Block 10
Towns 5
Corporation 1
Municipalities 4
Potential Area Identification
ZONE-2
ZONE-1
BB
ZONE-3
ZONE-4
ZONE -1-Potential Areas
i. Kazhakuttam (households-1385)
ii. Sreekaryam(households-1692)
iii. Pongammud(households-1999)
iv. Ulloor (households-2020)
v. Medical college (households-1803)
vi. Akkulam (households-1633)
1) Kazhakuttam:. Techno Park is situated at this location. Having 170companies and
around 25000 employees.
i. Nalanchira (households-2002)
ii. Mannanthala (households-1900)
iii. Peroorkada (households-2343)
iv. Kesavadasapuram (households-1636)
v. Muttada (households-1807)
vi. Ambalamukku (households-1327)
1) Nalanchira: residential area which have a large NRI belt.
3) Muttada: High residential area primarily belongs to the mid-middle class (Income
between Rs15000 AND Rs 30000 pm) and the upper –middle class.
i. Kuravankonam (households-1899)
ii. Nanthancodu (households-1284)
iii. Devaswamboard (households-1054)
iv. Kowdiar (households-1759)
v. Sasthamangalam (households-1824)
vi. P.M.G (households->1000)
1) Nanthancodu: Area consisting of mid- middle class (income between Rs15000 and Rs
30000 per month)
4) In this zone there are about 35to 40 apartments, and stores like Style plus, De option,
Baby shop, Narmada shopping complex and grand bazaar are located.
ZONE-4-Potential Areas
i. Pattom (households-2230)
ii. Goureeshapattom (households-1569)
iii. Pottukuzhy (households-1453)
iv. Kumarapuram (households-1895)
v. Plamoodu (households-1345)
vi. Kannamoola (households-2158)
KUMARAPURAM: This area Closer to Medical college and consist of a large number of
doctors along with other professionals and Maldivians
KANNAMULA- This area consist of a majority of working class people who belong to the
Mid-Middle class and in small numbers even the Lower Middle Class. (INCOME Rs 7500 to
Rs 15000 pm )
POTTUKUZHY JN: Areas nearer to Pottukuzhy and Law College Jn. are filled with Mid-
Middle and Upper-Middle Class People.
Analysis:
In BB pattomcatchment area the pattom contribute about 14% of the total. And 13%
Kesavadasapuram and next place is Sreekaryam 9% and Nalanchira 8%, and medical college
and pongamoodu contribute about 6% each.
Gaps in catchment walk-ins
Zone 1
Kazhakuta
Sreekarya
Analysis:
Pongamoo
The area is divided into green belt zone and red belt zone. The zone 1 & zone 2 comes under
Green belt zone i.e. From these zones the pattom store having more number of customers.
And the zone 3 & zone 4 comes under Red belt zone form where the store having less
number of customers, particularly from zone 3.
Zone 3- Is a very thickly populated area with a numerous households (7000-8000) &
around 40 apartments. But our walk-ins' from this catchment is only 8.12% of the
total store walk-in’s.
Zone4- Having high density population (6000-7000house holds), but our contribution
towards store walk-in’s only 16.37 of the total store walk-in’s.
Zone 3- Is a very thickly populated area with a numerous house holds (7000-8000 )&
around 40 apartments . But our walk-ins' from this catchment is only 8.12% of the
total store walk-in’s.
Zone4- Having high density population (6000-7000house holds), but its contribution
towards store walk-in’s only 16.37 of the total store walk-in’s.
OCCUPATION
Analysis:
In zone-3 the occupation level of the customers, most of them are business people about
31% and 19%of people are professionals, and 18% of people having private job and 15%
of people are government employees and 12% of people are NRI s and only 5% are
Retired .
Interpretation:
Large number of people in this zone is business people and professionals and also they are
high income people.
ConsumerspreferenceofBB
Consumer preference of Big
Yes
Bazaar
31%
No
69%
Department Preference
Analysis:
This pie chart shows that how many customers prefer BB for their purchase from zone 3.
About 77% of the people do not prefer BB for their purchase. Only 23% of the people
prefer BB. In that 31 % ( 40% of the customers purchases from food bazaar and 20 %
purchases from apparel section and 14% from PUC and 10 % purchase from home linen
then 8%from electronics and 85 from furniture.)
Interpretation:
So this shows that a huge group of people around 77% are not BB customers only 23 % of
people purchase from BB.
Interpretation:
The main problem they are not visiting BB Pattom are the distance and lack of parking
facility.
ZONE-3-COMPETITION ANALYSIS
Analysis:
In zone -3 most of the customers prefer to shop at Spencer about26%, and 21% of customers
shop at Narmada shopping complex. And 16% of the customers shop from Margin free store.
And only 10% of the people shop at BB. Other competitors are Varkeys and local stores.
Interpretation:
In this area the main competitor is Spensor. Margin free stores and other local stores plays
an important role.
APPARELS
Analysis:
In zone 3 the people prefer Parthas for their apparel purchase about 40% .And 11% prefer
Ayappas and only 9% prefer BB and rest purchase from other local stores.
Interpretation:
A large group of people prefer Parathas and other famous stores in the city. Only 9% of the
people prefer BB.
FURNITURE
Analysis:
For furniture about 33% of the people prefer local carpenters and 16% prefer Oberon, and
Indroyal is preferred by 16% of people and 13% prefer capitol. No one prefers BB from
zone.3.
Zone -4- Consumer Survey Analysis
Occupation
Analysis:
In zone-4- there are large group of government employees about 41% and 17% of them are
having private job 14% of them are doing business and working professionals in each
category. And 7 % are NRI’s and retired people in each.
Interpretation:
In zone -4- large group of people are government employees most of them are midd-middile
class and upper middle class people.
Analysis:
In zone-4- 61% of people prefer BB for their purchase of goods. And they purchase about
54% from food bazaar and 15% each from home linen and apparels 6% from electronics and
85 from PUC and 2 % from furniture.
Interpretation:
In this zone 61% of customers prefer BB pattom for their purchase. And about 54 % of them
purchase at food bazaar in BB.
ZONE-4- Competitors Analysis
Analysis:
In zone-4 customers prefer big bazaar for their food, Non and PUC purchase about 40% of
people prefer BB, and 26% prefer Local stores and 18% prefer Spencer, 16% prefer Margin
free shop.
Interpretation:
In this zone BB having more preference about 40% of the people purchase from BB pattom.
Local stores are the main competitors.
APPARELS
Analysis:
In zone -4- most of the people prefer Parthas for purchasing dress materials, about 41%of
people purchase from there. And 26% of people purchase from other local stores and about
21% of people prefer BB. And12% prefers Ayappas.
GREEN BELT
Zone 1
Techno park is under this zone. A large number of employees from techno
park visit Big Bazaar.
Zone 2
Nalanchira, a residential area which have a large NRI belt is in this zone. A
large no of upper middle class population prefers Big Bazaar.
Zone 1 Consumer Survey
EDUCATION
Analysis:
Most of the customers are under graduates(41%) and the customers with +2 qualification is
least
Interpretation:
As most have under graduate the mode of advertisement must be according to that.
Analysis:
In zone-1- there are large group of Professionals about 36% and 17% of them are having
private job 14% of them are doing business and working professionals in each category. And
7 % are NRI’s and retired people in each.
Interpretation:
In zone -1- large group of people are government employees most of them are midd-middile
class and upper middle class people.
Consumer Prefernce of Big
Bazaar and its Departments
Analysis:
In zone-1 91% of people prefer BB for their purchase of goods. And they purchase about
52% from food bazaar and 15% each from home linen and apparels 6% from electronics and
85 from PUC and 2 % from furniture.
Interpretation:
In this zone91% of customers prefer BB pattom for their purchase. And about 52 % of them
purchase at food bazaar in BB.
Analysis:
In zone -1 most of the people prefer Big Bazaar for purchasing Grocery, about 46%of people
purchase from there. And 27% of people purchase from Margin free and about 14% of people
prefer Varkeys.
Analysis:
In zone 1 the people prefer Parthas for their apparel purchase about 43% . And 37% prefer
Big Bazaar.
Interpretation:
A large group of people prefer Parathas and other famous stores in the city. One of the major
competitor is Parthas for Big Bazaar
Education
Analysis:
Most of the customers are under graduates(41%) and the customers with +2 qualification is
least
Interpretation:
As most have under graduate the mode of advertisement must be according to that.
Analysis:
In zone-2 the occupation level of the customers, most of them are Govt Employees
people about 36% and 27%of people are business, and 22% of people having private job
and 15% of people are professional .
Interpretation:
Large number of people in this zone is Govt Employee and professionals and also they are
high income people.
Consumer Prefernce
Analysis:
This pie chart shows that how many customers prefer BB for their purchase from zone 3.
About 77% of the people prefer BB for their purchase. Only 23% of the people prefer
BB. In that 31 % ( 40% of the customers purchases from food bazaar and 20 % purchases
from apparel section and 14% from PUC and 10 % purchase from home linen then
8%from electronics and 85 from furniture.)
Interpretation:
So this shows that a huge group of people around 77% are not BB customers only 23 % of
people purchase from BB.
Frequency of Visit to BB
Analysis:
In zone -2 most of the people prefer Big Bazaar for purchasing Grocery, about 34%of people
purchase from there. And 23% of people purchase from Margin free and about 22% of people
prefer Supply Co.
Analysis:
In zone 1 the people prefer Parthas for their apparel purchase about 39% . And 23% prefer
Big Bazaar.
Interpretation:
A large group of people prefer Parathas and other famous stores in the city. One of the major
competitor is Parthas for Big Bazaar
Catchment Analysis
Analysis:
Most of the BB’s potential customers visit the store monthly, about 46%. And 20% of the
customers visit the store weekly. And 18% visit random. And 16% visit fortnightly.
Media analysis
Newspaper
Analysis:
MalayalaManorama has the maximum reach with in the redbelt zone with 45% of them
subscribing it. MathruBhumi also has a good share of 21%. Where as the other
newspapers like the Thehindu 16%, New Indian express 8% and KeralaKoumathi 6%.
Interpretation:
TV
Analysis:
47%for the respondents watch Asianet the most. Amritha is the next preference as the
Malayalam channel but has only 10%of the respondentspreferring it.
Interpretation:
BigBazaars advertisements shouldbe aired in Asianet as it has the maximum reach as
compared to other T.V. channels in Trivandrum. The decision should be taken only
after considering the costfactor.
Radio
Analysis:
In radio channels club FM leads about 37% of people hear this FM station. And 29% Red FM
and 18% Big FM, And 16% Radio Mirchi.
Interpretation:
Today FM channels have more popularity and if BB advertise thorough this medium it will
catch the customer attention easily and fast.
Reach of Advertisement
Analysis:
Even though the73% of the respondents have seen the advertisement they do not turn to the
store. The advertisements are not able to bring in more customers to the store. The
advertisements should be made striking to the customers so that they are induced to come to
the store.
Chapter 4
At Trivandrum the store currently has an image that of a discount store.This takes
away the image that they sell quality products and that shopping is an experience
here.
Thegeneralpublicat Trivandrumdoes not consider shopping as a wasteful
extravaganza. This is a good indicator of a good future ahead for BigBazaar
Trivandrum as, here shopping is turning out to a family experience.
There is a huge opportunity for store-in-store to cater to specific local items
duringlocalfestivalsandoccasions.
Catchment area study help store to know about the demographic profile of customer,
existing competitors, entertainment zone, dinning and help to know where
customers are currently going for shopping and reason for the same.
Mostof the retail store having in-house brands to compete with private label and
customer also ready to purchase in-house brand if it suits to price their range and
stuff they actually want.
Customer service is one of important factor that influence the customer to visit
stores.
Offers/discounts also the factor that help store to increase number of footfalls.
Most of customer is aware of loyalty program of branded retail store and being a
member of this store also influence customer to go for shopping in the same store.
Suggestion:
Suggestions Implemented:
Project Adithi:
– 29,700 customer’s Mobile numbers has been generated from REM, Share
with us, Savings Diary, Summer Carnival lucky draw coupons, exchange
melaregisters and all CSD registers.
– This has been utilized for SMSing the store sales promotions.
Conclusion
Conclusion
Retail is one of the booming sectors in present scenario. Each factor, starting from deciding
the location to creating customer loyalty plays a significant role in deciding the market share
for any branded retail store.
While identifying the right location for a retail store, various factors like traffic, reach for the
target customers, space availability for further development etc. has to be considered.
Survey shows that customers look for many factors to visit any retail store, broadly they look
for customer service, offer/ discounts and last but not the least for brand, range of products
and price.
To conclude, branded retail store need to have a serious look over the catchment area so
as to plan accordingly their move towards increasing the customer walk-insand should focus
on long term relationship with customer that finally result in customer loyalty and
profitability.
Chapter 6
BIBLIOGRAPHY
Bibliography
www.indianmba.com
www.google.com
www.wikipedia.com
Annexure
Questionnaire:In-Store
Sir/Madam,
8. Do you know about the Monthly and Wednesday savings bazaar at Big Bazaar?
Yes No
9. If yes, how did you know about the Monthly Savings Bazaar and Wednesday Savings
Bazaar at Big Bazaar?
News Paper Advertisement T.V. Advertisement
Hoarding Local Walk-in
Word of Mouth Others (Please specify)
………………………
10. Which News Paper do you read?
MalayalaManorama MathruBhumi
Madhyamam Deshabimani
Kerala Kaumathi Others(Please specify)
…………………
11. The Malayalam TV channel that you view the most.
Asianet Surya Kairali Others(Please specify)
………………….
12. Do you think that the advertisement of Big Bazaar is attractive and gives sufficient
information?
Yes No Haven’t seen the advertisement.
If No,
Why……………………………………………………………………………………
…………………………………………………………………………………………
13. Rate your satisfaction level of Big Bazaar with respect to the following features on a 1
-7 scale.
1- Least satisfied, 7-most satisfied (Tick the Appropriate Column): -‘
Particulars 1 2 3 4 5 6 7
a. Pricing
b. Quality of the product
c. Quality of the service provided
d. Variety of offers available
e. Convenience while shopping
f. Ambience of the store
g. Parking Space
h. Overall Shopping Experience
Name: ……………………………………………………………………………………
Current Location:-…………………………………………Pincode……………………….
Address:………………………………………………………………………………….
I am sincerely thank you for giving up a part of your valuable time and parting with very
useful information which will help us a great deal in our research project. We would like to
share our findings of this research with you in near future.
Thank you
Liju.V.J
Questionnaire:OutStore
Sir/Madam,
3. Family Size: - 2 3 4
5 Others (Please specify)………………….
4. Occupation: - Self Employed Government Employee
Professional Home Maker
Salaried Others (Please specify)
……………………..
5. How do you like to spend your leisure time? Please grade the following on the given
scale of 1 to 7. (1- Never, 7- Always)
Listening to music 1 2 3 4 5 6 7
Watching T.V. 1 2 3 4 5 6 7
Reading 1 2 3 4 5 6 7
Browsing Internet 1 2 3 4 5 6 7
Spend time with friends and/or family 1 2 3 4 5 6 7
Go out for shopping 1 2 3 4 5 6 7
Sports and Games 1 2 3 4 5 6 7
9. The Malayalam T.V. channel that you view the most.
Asianet Surya Kairali Others (Please specify)………………
10. Have you ever visited Big Bazaar?
Yes No
11. If no, for which of the following reason you don’t visit Big Bazaar?
Low Range High Price
Inconvenience while shopping Poor service
Do not know about Big Bazaar Other stores close by
Too far Others (Please Specify) ……………...
12. Which other store(s) do you go
to? ......................................................................................................
13. Have you seen the advertisement of Big Bazaar?
Yes No
Name: -………………………………………………………………………………
Address:……………………………………………………………………………..
………………………………………………………………………………………
We sincerely thank you for giving up a part of your valuable time for the survey.
Thank You
Liju.V.J