Big Bazaar (SIP Report)

Summer Internship Project Report
on

MARKETING ACTIVITIES & CATCHMENT ANALYSIS
OF BIG BAZAAR, WAZIRPUR (NEW DELHI)

By

Dinesh Kumar Taparia
A0116211011

MBA – RM Class of 2013

Under the Supervision of

Ms. Shilpa Singh
Assistant Professor
Department of International Business

In Partial Fulfilment of the Requirements for the Degree of
Master of Business Administration – Retail Management
at

AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2012

DECLARATION

Title of Project Report
Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, New Delhi

I declare
(a) That the work presented for assessment in this Summer Internship Report is
my own, that it has not previously been presented for another assessment and
that my debts (for words, data, arguments and ideas) have been appropriately
acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in
the relevant documentation.

Date: 1st August 2012 Dinesh Kumar Taparia

A0116211011

MBA – RM Class of 2013

CERTIFICATE

I Ms. Shilpa Singh hereby certify that Dinesh Kumar Taparia student of Masters of
Business Administration – RM at Amity Business School, Amity University Uttar
Pradesh has completed the Project Report on ―Marketing Activities & Catchment
Analysis of Big Bazaar, Wazirpur, New Delhi, under my guidance.

Ms. Shilpa Singh
Assistant Professor
Department of IB

ACKNOWLEDGEMENT

It gives me immense pleasure to express my sincere gratitude to all the helping hands
who have guided me in the completion of this project. It was a great learning
experience for me to work on my project. As student of Amity Business School,
Noida; I, Dinesh Kumar Taparia got an opportunity of doing work on project. I took
up the project with strong determination and tried to put in the best of my efforts.

The project done by me is about “Marketing Activities and Catchment Analysis of
Big Bazaar, Wazirpur (Delhi)” and this project could not have been completed
without the help of my faculty guide Ms. Shilpa Singh (Assistant Professor-IB) and
my industry guide Mr. Saurabh Dubey (Store Manager) & Ms. Rimpi Monga
(Senior Executive- Marketing).

Dinesh Kumar Taparia
A0116211011
MBA - Retail Management
Class of 2013

TABLE OF CONTENT

S. NO. PARTICULARS PAGE NO.
1. Introduction 1
 Overview of Industry 3
 Major Retailers in India 6
 Organizational Overview – Future Group 7
 Overview Big Bazaar 9
2. Marketing Mix of Big Bazaar 12
 Product 12
 Price 14
 Place 14
 Promotion 15
3. Literature Review 22
4. Research Method & Procedure 25
5. Data Analysis 27
6. Findings & Recommendations
 Findings 51
 Recommendations 53
7. Conclusion 54
8. Appendix – 1 55
Appendix – 2 57
9. Bibliography 64

LIST OF TABLES

S. No PARTICULARS PAGE NO.

1 Table 5.1 Customer Footfall Analysis 27

2. Table 5.2 Mostly Spoken Language Analysis 28

15. Table 5.3 Respondent Gender Analysis 29

16. Table 5.4 Respondent Age Group Analysis 30

17. Table 5.5 Average Monthly Spending of Respondents Analysis 31

18. Table 5.6 Mode of Commution Respondents Use Analysis 32

19. Table 5.7 Frequency of visit of Respondent Analysis 33

20. Table 5.8 Mostly Shop Product at Big Bazaar Analysis 34

21. Table 5.9 Reason of Buying at Big Bazaar 35

22. Table 5.10 Preference for Buying at store other then Big Bazaar 36

23. Table 5.11 Reason of Shopping at that Store 37

24. Table 5.12 Location v/s Gender Analysis 38

25. Table 5.13 Location v/s Age Group Analysis 39

26. Table 5.14 Location v/s Average Monthly Spending Analysis 40

27. Table 5.15 Location v/s Mode of Commution Analysis 41

28. Table 5.16 Location v/s Mostly Shop Product Analysis 42

29. Table 5.17 Location v/s Reason of Buying at Big Bazaar Analysis 43

30. Table 5.18 Location v/s Customer Preference for other store Analysis 44

31. Table 5.19 Location v/s Reason for Buying at that Store Analysis 45

32. Table 5.20 Gender v/s Age Group Analysis 46

33. Table 5.21 Gender v/s Average Monthly Spending Analysis 47

34. Table 5.22 Gender v/s Mode of Commution Analysis 48

35. Table 5.23 Gender v/s Frequency of Visit Analysis 49

36. Table 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis 50

LIST OF FIGURES

S. No PARTICULARS PAGE NO.

1 Fig 1.1 Retail Industry: Organized v/s Unorganized 3

2. Fig 1.2 Indian Retail Market Segment 3

3. Fig 1.3 Future Group‘s Listed Companies 8

4. Fig 1.4 Big Bazaar Promotional Plastic Cards 9

6. Fig 1.5 Future Group Private Label Brands 11

7. Fig 2.1 Gorilla Marketing Hoardings of Big Bazaar 16

8. Fig 2.2 Pay Back Card & Future Bazaar Card 17

9. Fig 2.3 Monthly Bazaar offer for SBI Card Holder 17

10. Fig 2.4 Big Bazaar Prints Advertisement 18

11. Fig 2.5 Big Bazaar Gift Vouchers 20

12. Fig 4.1 Catchment Area 26

13. Fig 5.1 Customer Footfall Analysis 27

14. Fig 5.2 Mostly Spoken Language Analysis 28

15. Fig 5.3 Respondent Gender Analysis 29

16. Fig 5.4 Respondent Age Group Analysis 30

17. Fig 5.5 Average Monthly Spending of Respondents Analysis 31

18. Fig 5.6 Mode of Commution Respondents Use Analysis 32

19. Fig 5.7 Frequency of visit of Respondent Analysis 33

20. Fig 5.8 Mostly Shop Product at Big Bazaar Analysis 34

21. Fig 5.9 Reason of Buying at Big Bazaar 35

22. Fig 5.10 Preference for Buying at store other then Big Bazaar 36

23. Fig 5.11 Reason of Shopping at that Store 37

24. Fig 5.12 Location v/s Gender Analysis 38

25. Fig 5.13 Location v/s Age Group Analysis 39

26. Fig 5.14 Location v/s Average Monthly Spending Analysis 40

27. Fig 5.15 Location v/s Mode of Commution Analysis 41

28. Fig 5.16 Location v/s Mostly Shop Product Analysis 42

29. Fig 5.17 Location v/s Reason of Buying at Big Bazaar Analysis 43

30. Fig 5.18 Location v/s Customer Preference for other store Analysis 44

31. Fig 5.19 Location v/s Reason for Buying at that Store Analysis 45

32. Fig 5.20 Gender v/s Age Group Analysis 46

33. Fig 5.21 Gender v/s Average Monthly Spending Analysis 47

34. Fig 5.22 Gender v/s Mode of Commution Analysis 48

35. Fig 5.23 Gender v/s Frequency of Visit Analysis 49

36. Fig 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis 50

37. Fig 7.1 Future Group Retail Formats 55

41. Fig 7.2 Aditya Birla Group Retail Formats 55

42. Fig 7.3 Reliance Group Retail Formats 56

43. Fig 7.4 Bharti Group Retail Formats 56

44. Fig 7.5 Tata Group Retail Formats 57

45. Fig 7.6 RPG Group Retail Formats 57

46. Fig 7.7 R.K Raheja Group Retail Formats 58

47. Fig 8.1 Store Outer Image 59

48. Fig 8.2 Organizational Chart 59

ABSTRACT

TITLE: Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, (Delhi)

Big Bazaar has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof. Big Bazaar has maintained
that uniqueness & has succeeded in attracting customers. Therefore the basic
objective of this study is to find their target customers and understanding its
marketing strategies.

Based on the topic objectives a questionnaire was designed which consist of 10
questions and response is collected from the customers who are visiting the store. For
data collection convenient sampling method was adopted. For this project the area of
research is Big Bazaar, Wazirpur (Delhi).

Where Big Bazaar is not just another hypermarket; it caters to every need of your
family. Big Bazaar scores over other stores is its value for money proposition for
Indian customers.
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 customers.

INTRODUCTION
Background of the study
Big Bazaar has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof. To attract more customers
companies have to carry out the promotional activities in unique way. Big Bazaar has
maintained that uniqueness & has succeeded in attracting customers. Therefore the
basic objective of this study is to find their target customers and understanding its
marketing strategies.

Need for the Study
India is having huge customer base having different choices and behavior. To satisfy
their need is a different task. To achieve this Indian retail has change from Kirana to
retail outlets and has becoming the need in India. Different retail outlets are offering
different scheme and promotional strategies. Thus a study is been conducted to know
the effective marketing strategies needed to attract new as well as retaining the
existing customers.

Objectives of the study
Primary Objective:
• To know the effective Marketing Strategy which Influence customer to
purchase a product of Big Bazaar in comparison to other Retail Store.
• Catchment Analysis to know whether Big Bazaar is getting its customer from
its target locations or not.
Secondary Objective:
• To enable us to gain an insight into the corporate world.
• The study is aimed at understanding how an organization practically works in
the real situation.

Scope of the Study
• This report is based on the study conducted at Big Bazaar, Wazirpur (Delhi).
• It aims at understanding the company‘s establishment, organization structure,
departments, techniques, marketing strategies and the advantages it is having
over the competitors.

• An attempt is made to analyze the company‘s performance in comparison to
the theoretical aspects.

Limitation of the Study
• Time limit is a major constraint.
• As per the company rules many information was not disclosed.
• As the managers are busy in their daily schedules it is not possible for us to
spend more time in interaction and discussion with them.
• Some time respondents don‘t provide accurate information which may
influence the survey result.

1.1 OVERVIEW OF INDUSTRY
The Indian retail industry is the fifth largest in the world. Comprising of organized
and unorganized sectors, India retail industry is one of the fastest growing industries
in India, especially over the last few years. Though initially, the retail industry in
India was mostly unorganized, however with the change of tastes and preferences of
the consumers, the industry is getting more popular these days and getting organized
as well. The US-based global management consulting firm, A T Kearney, in its
Global Retail Development Index (GRDI) 2012, has ranked India as the fifth most
attractive nation for retail investment, among 30 emerging markets.

Indian retail industry is second largest employer after agriculture, employing more
than 35 million people with wholesale trade generating additional 5.5 million
employments, accounting for over 10 percent of the country‘s GDP and around 8
percent of the employment, as per the National Sample Survey (NSS) 2009-10. India's
retail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by
2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative.
Retail industry in India is at the crossroads. It has emerged as one of the most
dynamic and fast paced industries with several players entering the market. But
because of the heavy initial investments required, break even is difficult to achieve
and many of these players have not tasted success so far. However the future is
promising; the market is growing, government policies are becoming more favorable
and emerging technologies are facilitating operations.

Indian Retail Market Segment
Food
Fashion
Leisure & entertainment
Fashion accessiries
Consumer durables
Health, beauty & pharma
Furniture
Telecom
Books & music

Fig. 1.1 Fig. 1.2
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 average age of 24 years,
nuclear families in urban areas, along with increasing working-women population and
emerging opportunities in the services sector are going to be the key growth drivers of
the organized retail sector in India.

1.1.1 Opportunities for the Organized Retail Sector In India
1. India‘s booming economy is a major source of opportunity. It is the third
largest in the world in terms of purchasing power. India is the second fastest
growing major economy in the world.
2. India‘s huge population has a per capita income of Rs 53,331 PA in 2010-11.
3. The proportionate increase in spending with earnings is another source of
opportunity.
4. With the Indian economy now expected to grow at over 8% and with average
salary hikes of about 15%, manufacturers and retailers of consumer goods and
services can expect a major boost in consumption.
5. The Demography Dynamics are also favorable as approximately 60 per cent of
Indian population is below the age of 30.
6. Increasing instances of Double Incomes in most families coupled with the rise
in spending power.
7. Increasing use of plastic money for categories relating to Apparel, Consumer
Durable Goods, Food and Grocery etc.
8. Increased urbanization has led to higher customer density areas thus enabling
retailers to use lesser number of stores to target the same number of customers.
Aggregation of demand that occurs due to urbanization helps a retailer in
reaping the economies of scale.
9. With increased automobile penetration and an overall improvement in the
transportation infrastructure, covering distances has become easier than
before. Now a customer can travel miles to reach a particular shop, if he or she
sees value in shopping from a particular location.

1.1.2 Retailing formats in India
1. Malls
2. Specialty Stores
3. Discount Stores
4. Department Stores
5. Hyper marts / Supermarkets
6. Convenience Store
7. MBO‘s
8. E-trailer

(a) Malls:
Mall is largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above.
They lend an ideal shopping experience with amalgamation of product, service and
entertainment, all under a common roof. E.g. GIP (Noida), Select City in Saket, Delhi.

(b) Specialty Stores:
Focusing on specific market segments and have established themselves strongly in
their sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai books
retailer Crossword, RPG‘s Music World and the Times Group‘s Music chain Planet
M is a couple of examples.

(c) Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ non perishable
goods. E.g. Levi‘s Factory Outlet, Adidas Factory Outlet etc.

(d) Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer
needs. Further they are classified into localized departments such as clothing, toys,
home, groceries, etc. E.g. Shoppers Stop, Lifestyle, Fair Price etc.

(e) Hyper marts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as
Hypermarket/Supermarkets. These are located in or near residential high streets.
These stores today contribute to 30% of all food & grocery organized retail sales.
Normally Hypermarkets are ranging from 30,000 Sq ft and more. Super Markets can
further be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft and
large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus on
food & grocery and personal sales. E.g. Big Bazaar, More Hyper, Spencer etc for
Hypermarket and Food Bazaar, Reliance Fresh are called as supermarket.

(f) Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas.
They stock a limited range of high-turnover convenience products and are usually
open for extended periods during the day, seven days a week. Prices are slightly
higher due to the convenience premium. E.g. Safal, In & Out etc.

(g) MBO’s:
Multi Brand outlets, also known as Category Killers, offer several brands across a
single product category. These usually do well in busy market places and Metros. E.g.
Brand Factory, Planet Sports etc.

(h) E-trailers:
Retailers providing online buying and selling of products and services.

1.2 MAJOR RETAILERS IN INDIA
The major retailers occupied in the organized retail sector in India are:
1. Future Group
2. Aditya Birla Group
3. Reliance Group
4. Bharti Group
5. Tata Group
6. RPG Group
7. K Raheja Group etc.

1.3 ORGANIZATIONAL OVERVIEW (FUTURE GROUP)
Mr Kishore Biyani CEO, Future Group Pantaloon
Retail (India) Limited is India‘s leading retailer that
operates multiple retail formats in both the value and
lifestyle segment of the Indian consumer market.
Headquartered in Mumbai, the company operates
over 16.33 million square feet. Of retail space, has
over 1000 stores across 85 cities and 60 rural
locations across the country and employs over
35,000 people. The company‘s leading formats
include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian
hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel
of Indian bazaars with aspects of modern retail like choice, convenience and quality.
Central is a chain of seamless destination malls. Some of its other formats include
Shoe Factory, Brand Factory, Blue Sky, Fashion Station, Mobile Bazaar and Star
Sitara (Beauty clinic). The company also operates an online portal, Futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town,
a large-format home solutions store, selling home furniture products and E-Zone
focused on catering to the consumer electronics segment.
Future Group understands the soul of Indian consumers. As one of India‘s retail
pioneers with multiple retail formats, we connect a diverse and passionate community
of Indian buyers, sellers and businesses. The collective impact on business is
staggering: Around 220 million customers walk into our stores each year and choose
products and a service supplied by over 30,000 small, medium and large
entrepreneurs and manufacturers from across India and this number is set to grow.

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.

1.3.1 KEY GROUP COMPANIES:
Retail:
Pantaloon Retail (India) Limited *
Future Value Retail Limited
Finance:
Future Generali Life Insurance Company Limited
Future Generali (India) Insurance Company Limited
Future Capital Holdings Limited *
Future Ventures (India) Limited *
Services
Future Supply Chains Limited
Future Human Development Limited
Future Media (India) Limited
Future Corporate Resources Limited

Public Limited Companies listed in the National Stock Exchange and Bombay Stock Exchange.
Fig. 1.3

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.
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 customers.

History of Big Bazaar
The first Big Bazaar store, with an area of about 24,000 square feet, opened on VIP
Road, Kolkata in August 2001. This was followed by stores in Hyderabad, Bangalore,
Mumbai and Gurgaon. The initial categories on offer were apparel, general
merchandise and food. Later, several brands from categories like electronics,
furniture, music, communications and books were added to the bouquet of products.
Big Bazaar implemented SAP in 2005 to run its stores in the most efficient manner
that technology could provide. With an increasing number of customers patronizing
its stores, it was time for Big Bazaar to reach out to them. To pay tribute and to tell
them how much they were appreciated, Big Bazaar launched a co-branded credit card.
In association with ICICI bank, the Big Bazaar-ICICI Bank credit card made its first
appearance in May, 2002. As an extension of its customer relationship initiatives it
also launched Shakti, a credit card for housewives, in February 2006. The card was
unique, for it required no proof of income.

Fig. 1.4

BRAND STRATEGY
Segmentation: They divided Indian consumer in three categories:-
India One- Elite class with high disposable income.
India Two- Middle class customers.
India Three- Struggling class with very low incomes.
Targeting: India One and Two

Key Insights from the Target Group:
Saving is the key driver for the consumers.
Indian consumers feel comfortable in crowds and motivated through what all
the people are buying.
―It‘s only human to want more‖ – ―Shopping ka mazaa tabhi aata hain jab
milti hai dher saari cheezein or bahut si variety‖.
Indian consumers are more family oriented.
Shopping is a source of entertainment, as they come in groups.
Indian-ness is not all about Swadesi, it‘s doing things in Indian ways.
A person had to hear about an offer thrice, before he actually makes a decision
to buy.

BRAND VALUES
Brand Big Bazaar stands for delivering value for money. Customer service and
shopping comfort are at the core of Big Bazaar‘s philosophy. Innovation and initiative
define its brand character. It strives to reach out to its customers by imbibing the local
flavor and melting into the local geography. In November 2007 Big Bazaar has
launched a campaign titled ―Power of One‖. This initiative encourages customers to
add One Rupee to their bill towards donation to a social cause. Big Bazaar makes an
equal contribution and donates the entire proceeds to an NGO called Save the
Children India. This is a selfless body which has been working for the welfare of
children from marginalized sections of society.
The brand anthem Khushiyon se Bhari Jholi connects with the customers at an
emotional level positioning Big Bazaar as part of the happy moments.

Future Group’s Few Popular Private Label Brands:
Fashion Brands

FMCG Brands:

Electronics Brands:

Fig. 1.5

2.1 MARKETING MIX OF BIG BAZAAR

A. PRODUCT
With a better understanding of consumer behavior across various cultures and classes,
Big Bazaar has put together a stunning range of over 160,000 SKUs. Private labels of
Big Bazaar are among the largest apparel and fashion brands in the country. These
include, DJ&C – men‘s casual wear range and Knighthood – men‘s formal wear
range; Pink & Blue, Such are exclusive garments designed for modern kids; Srishti, a
label of ethnic wear for women; Haute N Spicy, fashionable western wear for teenage
girls; Dreamline, a label that caters to an entire range of home linen, utensils and
crockery and D‘tachi, Milestone a luggage label that offers outstanding value for
money. Big Bazaar has also tied up with a host of well-known brands which offer
exclusive lines created especially for the store. These include Levis, Lee Cooper,
Lotto, Reebok, Wrangler and Disney.

Products in Apparel Section

Products in Toys & Stationary:

Luggage & Furniture & Electronics Department:

Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section:

Food & Non Food Section:

B. PRICE:
The pricing objective at Big Bazaar is to get ―Maximum Market Share‖. Pricing at
Big Bazaar is based on the following techniques:
1. Psychological Pricing: Big Bazaar offers financing at low interest rate. The
concept of psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract
customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali,
Holi etc.)
2. Differentiated Pricing: Differentiated pricing i.e. difference in rate based on
peak and non-peak hours or days of shopping is also a pricing technique used
in Indian retail, which is aggressively used by Big Bazaar.
E.g. Wednesday Bazaar
3. Bundling: It refers to selling combo-packs and offering discount to customers.
The combo-packs add value to customer and lead to increased sales. Big
Bazaar lays a lot of importance on bundling. E.g.
3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22)
5kg Oil + 5kg Rice + 5kg Sugar for Rs 599.
Buy 2 get 1 free.
4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 ( MRP of one Bottle
is Rs. 65) Offer valid for 2 days only.

C. PLACE:
The success of any retail store depends on three factors- Location, Location and
Location. The Big Bazaar stores are operational across three formats — hypermarkets
spread over 40,000-50,000 sq ft, the Express format over 15,000 – 20,000 sq ft and
the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 90
cities and towns across India with 161 stores by June 30, 2012. Apart from the Metros
these stores are also doing well in the tier II cities. These stores are normally located
in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an
early advantage before the real estate value booms.
In Delhi few Big Bazaars are situated below Metro Stations so the people can easily
access the stores through the best mode of public transport like Delhi Metro. Besides
Metro stations other stores are situated at Famous malls. Big Bazaar in GIP (Great
India Palace), Noida is one of the most profitable store in Delhi NCR Region.

In order to gain a competitive advantage Big Bazaar has also launched a website
www.futurebazaar.com, which helps customers to orders products online which will
be delivered to their doorstep. This helps in saving a lot of time of its customers.

D. PROMOTION:
Big Bazaar has been credited with some of the biggest consumer campaigns in the
history of Indian retail. In celebration of Republic Day, Big Bazaar created a three-
day shopping bonanza called ―Sabse Saste Teen Din‖. This has now become a
national event that attracts millions of customers eager to benefit from the once-in-a
year smart deals. In January 2008, the three-day event generated sales worth over Rs.
240 crore in 80 Big Bazaar stores. 15th August, India‘s Independence Day is billed as
the ―Maha Savings Day‖. So successful has this become that to cater to the rush Big
Bazaar stores in many cities stay open till midnight. Wednesday Bazaar is the Hafte
ka Sabse Sasta Din. It was initially created with the intent of decongesting weekends
and driving footfalls on weekdays. As it transpired, most Big Bazaar stores now
attract as many customers on Wednesdays as they do on weekends. A property that
offers special benefits and privileges to senior citizens was built around Senior
Citizens Day. Earlier Price Challenge was created to reinforce Big Bazaar‘s value
proposition of ―Is se sasta aur accha kahin nahi‖. That scheme simply offered twice
the price difference should the cost of an item at a Big Bazaar store be found to be
more than the market price. This tag line is now replaced by ―Naye India Ka Bazaar‖.

Exchange was an innovative promotion launched by Big Bazaar in 2005 to provide
customers an opportunity to get rid of their junk and in return shop for a wide range of
products at a discount. In-store communications in Big Bazaar are unique and rather
novel. To ensure that no one misses out on an opportunity to gain from special offers,
service boys ferry around a trolley with the product inside, announcing the scheme.
Not only is this entertaining it also helps customers pick up the product from the
trolley instead of walking up to the rack where it is on display. To make sure that non-
English speaking customers don‘t feel alienated the communication is also conducted
in the Local language. The communication is always unambiguous and direct.

So the various promotional schemes used at Big Bazaar are:
―Mahabachat Ke 5 Din‖
Hafte ka sabse sasta din ―Wednesday Bazaar‖
Exchange Offers ―Junk Swap Offer‖
Pay Back Card
Employee Discount Card (EDC)
Advertisement (Print Ad, TV Ad, Radio)
Brand endorsement by Sachin Tendulkar.

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies
like Westside, Shoppers Stop and Lifestyle. They are:
―Keep West- aSide. Make a smart choice!‖
―Shoppers! Stop. Make a smart choice!‖
―Change your Lifestyle. Make a smart choice!‖

Fig. 2.1
(a) Pay Back Card, Credit Cards & Gift Vouchers of Big Bazaar:
Big Bazaar offers different Pay Back Cards, credit Cards & Gift Vouchers to attract
the new and retain its existing customers. All these cards are offered to satisfy the
different needs and to provide maximum benefit to its loyal customers.

(b) Pay Back Card
Future Group has taken the whole concept of customer loyalty to the next level by
joining hands with PAYBACK. PAYBACK is India‘s largest and one of Europe‘s
most successful multi-partner loyalty programs. With PAYBACK, customers can
shop, save and get rewarded. This program enables consumers to collect millions of
points across online and offline partners – with just a single card. Customers can
accumulate points across Future Group formats, thereby making ―shopping
rewarding‖.

Fig. 2.2

(c) Employee Discount Card (EDC):
All the employees of Future Group are given a Special Discount Card known as EDC.
Through this card the employees can buy any product at a special discount of 4% to
20% on different product category over which there is no any promotional offer is
running. There is a limit fixed over each EDC which varies over salary structure of
employee, means higher the salary higher the discount limit and vice versa. The card
is valid for one year or the discount limit of each card whichever is less.

(d) Future Group Monthly Bachat Bazaar:
All the SBI Card holders are eligible for this offer. The main benefits are:
5% instant discount on select "Super Saver" offers.
Offer valid during Monthly Bachat Bazaar days i.e. 1st to 8th of every month at
Big Bazaar and Food Bazaar outlets. (This offer was valid till 8th June 2012)

Fig. 2.3

Other Promotional Activities:
(1) Advertising:
Before designing the advertising campaign for the Big Bazaar brand, the message that
needs to deliver about the brand through advertisement needs to be designed. It would
involve following three elements:
Style of the Message: Style of the message would be Value and Benefit
Provider and attention seeker.
Tone of the message: The tone of the message would be positive.
Message Text: ―Naye India ka Bazaar‖ – This single line statement would
convey the modern retail format of the Big Bazaar.
Advertising campaigns for Big-Bazaar will take place in the form of following:

(2) Print Ads:
This would take place in the form print advertisement in newspaper and everyday
magazines.
The advertisements would initially aim at educating the consumer about Big-Bazaar
as a brand. An effective communication as has been followed by the brand is the
regular newspaper print advertisement with tag line of ―Naye India Ka Bazaar” and
comparison of prices of various consumer products at Big-Bazaar vis-à-vis local
market prices. Big-Bazaar news paper advertisements will be presented just before the
launch of any new scheme. This will create aura about the Big-Bazaar brands in the
minds of consumers.

Fig. 2.4

(3) TV Ads:
Big-Bazaar commercials will be shown on the various channels in India. These ads
will convey about the various offerings of the Big-Bazaar such as Fashion Collections
and Jewellery, Home and Personal Care, Electronics, Furniture. The advertisement
will focus on the variety and quality of the specific offerings and convey the core
values of Big-Bazaar as a place where these products are available at the lowest
available price with the environment of modern Indian retailing. The TV ads would be
aired during Prime-time hours of the channels where mostly the household members
watch television.

(4) Road-side advertisements:
Road side advertisement will take the form of road side billboards which would be
displayed at prime locations in the cities and towns conveying the central idea of Big-
Bazaar of low prices and quality products. The bill-boards will display the catch
phrases about Big-Bazaar aiming to attract the consumers.

(5) Radio Ad:
The objective of radio based advertising is to inform the customers at the new
happening at Big-Bazaar outlets while at the same time conveying the culture of Big
Bazaar of offering the values deals for a broad range of products.

(6) Sales Promotion
Sales promotion activities for Big-Bazaar will take place through the following forms.

6.1 Coupons:
In order to boost sales, various discounts coupons will be offered to buyers at Big-
Bazaar such as ―buy 2- get 1 free‖, discount coupons on bulk purchase. Such a step
would help to increase sales per consumer of the Big-Bazaar. At the same time,
coupons can be printed in local newspaper ads and magazines mentioning the
discounts that can be availed on these coupons with respect to specific purchase. This
will help draw consumers to the store and initiate purchase.

6.2 Gift Vouchers:
Big Bazaar offers gift vouchers of different denomination for Gifting their valuable
customer or are available to be gift some dear one so that he/she can redeem it in
his/her desired shopping product.

Fig. 2.5
6.3 Contests:
Contests will be hosted by Big-Bazaar with some incentive which will help to
generate awareness about Big-Bazaar as a brand. The theme lines of the contest will
help spread awareness about the various offerings of Big-Bazaar and best deals
offered by Big-Bazaar thereby boosting Big-Bazaar brand.

6.4 Premiums:
Premiums will be offered to buyers during special occasion in the form of an offer
which could be either free or at a low price that provides incentive for the buyers. It
can be in the form of ―Rakhi‖ gift during the times of Raksha Bandhan or a Photo
frame of Lord Ganesha during the times of Ganesh Utsav etc.

6.5 Personal Selling
Personal Selling would aim at educating customer at the point of purchase and help
them making a better purchase decision with respect to consumer products. This
would help to build consumer satisfaction and give consumer a feeling of having
made a right decision. There are following essential elements critical to personal
selling in the context of big-Bazaar.
Well trained staff
Motivation to employees to think out of the box and take innovative steps.

Training would be provided to the staff about the different products in the store and
persuasive and communication skills in order to interact effectively with the buyers.
Training would be provided to the sales person at the store evaluate buyers‘
preferences for a particular product, build conviction about the brand and influence
the buyer to purchase the brand. While doing this, a continuous effort would be made
to educate the buyer of the core culture of Big-Bazaar of value deals and provide
efficient customer value to the consumers.

6.6 Public Relation and Publicity:
The objective of Public Relations and Publicity as a marketing communication mix
for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. The
various Public Relations and Publicity campaigns which will be used to build Big-
Bazaar brand would be though the following:
Events: This would involve arrangement of special events such as exhibits,
contests, competition.
Sponsorships: Sponsorship of national events and highly regarded causes
such as AIDS awareness campaign.
Association with consumer products exhibitions.

LITERATURE REVIEW

Marketing for a Retail Business is an integral part of any retail organization. It is
believed that customer doesn‘t buy the product all the time; it is the marketer who
creates the demand for their product. Implementing marketing techniques can help
retailers increase sales.

Every business is a marketing business, as John Jantsch, author of "Duct Tape
Marketing," says in his book. This is especially true for retail businesses. In a
competitive business environment, starting a retail business is only half the job done.
Retailers must constantly work toward getting customers to buy their products and
convert potential customers into sales. Knowing and applying basic marketing
techniques can boost the retail business and give it an edge over competitors.

Today businesses are employing various marketing and promotional strategies to
retain their consumer base. With the concept of relationship marketing surfacing, the
market is completely consumer oriented, and the sole aim of any business today is to
serve and satisfy their customers in the best possible manner. The fact that consumer
retention has gained precedence over acquisition, considering the cost involved, has
made it even more important for businesses to satisfy the consumers and win their
loyalty. With competition hotting up, Indian retail chains are beefing up their
marketing activities to recharge their brands.

Gibson Vedamani, chief executive officer, Retailers Association of India, the
Industry's apex body says that "Since retail chains have attained a certain level of
operation, the focus will shift to above-the-line (ATL) marketing. Each store will now
want to communicate their brand differentiation to their consumers‖.

Julie-Ann Amos a freelance business writer says "If you are in the retail business,
then you need to wake up and think carefully about your current marketing strategy. If
you don't you could find yourself trailing behind the competition and losing business
to other retailers".

Therefore for formulating the effective marketing strategy the marketer should keep
in mind the following for the retail businesses:

1. Research and identify your target market. A retail business usually depends on
a defined local area, so determining the location, market size and buying
habits of your target market will help you identify your potential customers
and how you can promote your retail business to them.
2. Develop a unique marketing message. Think of how your retail store or
product helps solve a particular problem or satisfies a specific need of your
target market and what makes your product better than competitors. Ensure
that this core marketing message is used across all channels for promoting
your retail business.
3. Create a marketing kit. Print business cards and brochures that list your
contact details and the products and prices you offer so that customers have
quick access to the information they need and can follow up with you later. As
part of your marketing kit, create a periodic e-newsletter with information
about special sales, tips on using your products and new products you are
offering.
4. Develop a website. The website should provide all relevant information about
your business and products. Set up an online store to allow customers to
purchase your products directly from the website. This will boost your sales
and help you attract customers beyond your local market.
5. Advertise in local publications or on online sites that are relevant to your
product or market. Though advertising can be expensive, it can help directly
promote and educate potential customers about your product and its benefits.
Include a call to action in the advertisement by offering readers a discount
coupon.
6. Engage and build relationships with customers online. Using low-cost social
media tools such as a blog, Facebook page or Twitter profile, connect and start
a conversation with prospects and existing customers and keep them informed
of latest products, events or sales.
7. Organize events such as a special Valentine's Day sales or even a free
workshop to draw crowds into your retail store, generate press coverage and
publicize your business in the local community. Participate in trade fairs and
set up a booth to demonstrate your product. At the fair, offer free trials to
prospective customers to persuade them to buy your product or visit your
store.

8. Get testimonials from existing customers. Nothing speaks louder than an
endorsement from a customer who has tried your product and is happy with it.
Include these testimonials in advertisements, your website and other marketing
materials.

To drive foot traffic to the retail store, one needs to employ retail marketing activities.
Retaining customers is done with good service, product selection and competitive
pricing. Getting customers through the door for the first time, or bringing back old
customers, is achieved by using effective marketing promotions.

RESEARCH METHOD AND PROCEDURE

Since the study is on retail sector first the detail observation of the store is been
conducted about its Management team, its structure, the number of departments,
which all brands does the store has, who are its suppliers, about its warehouses etc.

Based on the topic objectives a questionnaire was designed which consist of 10
questions and response is collected from the customers who are visiting the store. For
data collection convenient sampling method was adopted.
For this project the area of research is Big Bazaar, Wazirpur (Delhi).

Objective of the Study:
To know the effective Marketing Strategy which Influence customer to
purchase a product of Big Bazaar.
Catchment Analysis to know whether Big Bazaar is getting its customer from
its target locations or not.

Data Collection Method:
Market research requires two types of data i.e. Secondary data and Primary data.
Primary data has been used abundantly for the study. Questionnaire is prepared & the
survey was undertaken. Feedback and suggestion for the store has been taken by
asking questions and observation has also done to gather primary information.
There is also a use of secondary data, collected from the various Journals, books,
websites & from store employees and management.
Primary Data: In store customer survey through Questionnaire.
Secondary Data: Journal, Annual Reports, Company Manual &
websites.
Location of Research: Big Bazaar, Wazirpur (Delhi)
Research Approach: Survey Method
Research Design: Descriptive Research

Sampling Method:
Since the study is restricted to Retail sector, all the functional departments of Big
Bazaar and the respondents are found at the store only so according to the
convenience they are being picked so sampling method is used in this study is
Convenient Sampling.
Sample Size: 500 Respondents
Sampling Method: Convenience Sampling
Sample Unit: Customers of Big Bazaar
Measuring Tool: Questionnaire

Catchment Area: North - West Delhi, India

Fig. 4.1

DATA ANALYSIS

Location of Respondents
4 5 Ashok Vihar/ Bharat Nagar
17
5
Keshavpuram/ Kanaya Nagar/ Tri Nagar
8 Shakti Nagar/ Kamla Nagar/ Model Town

13 Wazirpur/ Netaji Subhash Place

Shalimar Bagh/ Prashant Vihar
17
Pitampura/ Kohat Enclave/ Rani Bagh

Rohini/ Rithala

31 Others

Fig. 5.1
Analysis:
Location No. of Respondents % of Respondents
Ashok Vihar/ Bharat Nagar 19 4%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 23 5%
Shakti Nagar/ Kamla Nagar/ Model Town 25 5%
Wazirpur/ Netaji Subhash Place 42 8%
Shalimar Bagh/ Prashant Vihar 85 17%
Pitampura/ Kohat Enclave/ Rani Bagh 155 31%
Rohini/ Rithala 65 13%
Others 86 17%

Table 5.1
Under this data collection North West Delhi is taken into consideration as the store is
situated in this location. In my customer visit analysis over 500 visitors I got to know
that most of the customers come from Pitampura/ Kohat Enclave & Rani Bagh area
followed by Shalimar Bagh/ Prashant Vihar, followed by Rohini/ Rithala and
followed by Wazirpur/ NSP area. Along with these there are so many people who
came from other areas of Delhi & NCR.

Interpretation: As right now there is no such Hyper Market like Big Bazaar is
situated near by these top most location, therefore Big Bazaar is getting the advantage
of attracting these customers. Further people resident of these location also have good
spending capacity therefore they like to shop in these store formats.

Mostly Spoken Language by Customer

4% 10% 4%

Hindi
English
Punjabi
82%
Others

Fig. 5.2
Analysis:
Language No. of Respondents % of Respondents
Hindi 411 82%
English 18 4%
Punjabi 51 10%
Others 20 4%

Table 5.2

In this data I found that most of the people who visit in the store speak Hindi,
followed by Punjabi, followed by English. There are also few people who speak
different language like Marwari, Bihari, Haryanvi, Some people are also there who
speak South Indian languages like Tamil, Telgu etc.

Interpretation: In Delhi most of the people use Hindi as the primarily language
because of its common use and it is known to all the people.

Gender of Respondents

43%

57% Male Female

Fig. 5.3
Analysis:
Gender No of Respondents % of Respondents
Male 287 57%
Female 213 43%

Table 5.3

In this research work the data are collected unintentionally more by Male Visitors
then the Female Visitors but it doesn‘t mean that Female visitors are less then Male
Visitors because random selection is done while doing this research.

Age Group of Respondents
45
38
40
35
30 26
24
25
20
15
10 8
5 3
1
0
15-20 21-25 26-35 36-50 51-60 61-80

Fig. 5.4
Analysis:
Age Group No of Respondent % of Respondents
15-20 38 8%
21-25 128 26%
26-35 192 38%
36-50 120 24%
51-60 15 3%
61-80 7 1%

Table 5.4

From the above table it is clear that most of the people in this research belong to age
group of 26 to 35 followed by 21 to 25 then 36 to 50. So on an average customer‘s
age is in between 21 to 50 who visit the store the most. This research includes the
customers of age as low as 15 year old.

Interpretation: The reason is being people of this age group have more purchasing
power, self dependency as well as having purchasing decision ability.

Respondents Average Monthly Spending
30
27
25
25

20 18
14 14
15

10

5
2
0
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Fig. 5.5
Analysis:
Average Monthly Spending No. of Respondents % of Respondents
Below 2500 9 2%
2501-4000 71 14%
4001-6000 127 25%
6001-8000 133 27%
8001-10000 89 18%
Over 10000 71 14%

Table 5.5
From the above table it is clear that most of the respondents spending are between
6001-8000, followed by 4001-6000, followed by 8001-10000. On an average most of
the customer spent between 4001-8000. There are very few respondents whose
average monthly spending is below 2500.

Interpretation: The reason may be that the North West Delhi belongs to the Higher
& Upper middle income group people further so many families have double income
households.

Mode of Commution
60
48
50

40

30 25

20 15
11
10

0
Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Fig. 5.6
Analysis:
Mode of Commution No. of Respondents % of Respondents
Two Wheeler 95 15
Four Wheeler 156 25
Auto/ Rickshaw 70 11
Public Transport 301 48

Table 5.6
From the above table it is clear that most of the respondent travels here through Public
transport like Metro Train or Buses followed by Four Wheeler, followed by Two
Wheeler, and followed by Auto / Rickshaw.

Interpretation: The reason of being using public transport is that the store is situated
below the Metro station as well as public transport is a very convenient mode to reach
Big Bazaar, Wazirpur. Further ladies who don‘t know driving mostly travel by auto
rickshaw. People who come to shop with family and who make bulk purchase usually
bring four wheeler.

Frequency of Visit to Big Bazaar
30 28
24
25

20
16 16
15

10 7
4 3
5 2
0
Wednesday Weekend Once a Week Twice a Once a Twice a Once a Other
Week Fortnight Fortnight Month

Fig. 5.7
Analysis:
Frequency of Visit No of Respondents % of Respondents
Wednesday 44 7%
Weekend 181 28%
Once a Week 26 4%
Twice a Week 10 2%
Once a Fortnight 106 16%
Twice a Fortnight 22 3%
Once a Month 155 24%
Other 102 16%

Table 5.7
From the above table it is very clear that most of the respondents visit the store on
weekends followed by once a month and so on. This question was multiple choice
question because it‘s not like customers prefer to shop on weekend don‘t come on
weekdays and all. Therefore the result here we saw is most preferred visit of
customers.

There are lots of respondent who answer this question as others. Here others refer to
Occasionally, Rarely or First Time visit.

Interpretation: The reason of being shopping at weekend is that most of the people
enjoy holiday on these days. The reason of shopping at Wednesday is that it is the
―Hafte ka sabse sasta din‖ in Big Bazaar where special offers are given to customers
only at that day.

Mostly Shop Product at Big Bazaar
50
43
45
40
35 32
30
25
20
15 11
8
10
4
5 1
0
Food/ Groceries Clothes Home Utencils/ Electronics Furniture Others
Plastics

Fig. 5.8

Analysis:
Mostly Shop Product No. of Respondents % of Respondents
Food/ Groceries 360 43
Clothes 268 32
Home Utencils/ Plastics 95 11
Electronics 31 4
Furniture 6 1
Others 68 8

Table 5.8

In this analysis it is very clear that most of the respondents visit the store to buy
food/Groceries Items the followed by Clothes then followed by Home Utensils &
Plastics item. Electronics & Furniture are the least bought products in big Bazaar.

Interpretation: This is because Food / Groceries & Clothes are the most consumable
products in general where as other products are shopped occasionally.

Reason of Buying at Big Bazaar
45
42
40
35
30
30
25
20
14
15
9
10
6
5
0
Quality Low Prices Value for Money Convenience Near to Home

Fig 5.9

Analysis:
Reason of Buying form Big Bazaar No. of Respondents % of Respondents
Quality 234 30%
Low Prices 70 9%
Value for Money 47 6%
Convenience 326 42%
Near to Home 107 14%

Table 5.9

In this analysis it is clear that respondents prefer to buy at Big Bazaar because of
convenience followed by quality of products followed by nearness of the store.

Interpretation: This is because Big Bazaar is a store which satisfies almost all the
requirements of households. People just have to visit the store and buy pin to plane.
Other important factor is time constraint. Now a day‘s people are ready to spent more
to save their time.

Preference for Shoping at other then Big Bazaar
50 45
45
40
35
30
25
20 15 13
15 10
9 8
10
5
0
More Easy Day Reliance Fresh Vishal Mega Local Stores Others
Mart

Fig. 5.10

Analysis:
Store Name No. of Respondents % of Respondents
More 81 9%
Easy Day 78 8%
Reliance Fresh 142 15%
Vishal Mega Mart 90 10%
Local Stores 424 45%
Others 126 13%

Table 5.10
In this analysis it is clear that other then Big Bazaar, respondents prefer to shop at
Local Stores followed by Reliance Fresh followed by Vishal Mega Mart and all.
There are so many people who also visit the stores other then these like Big Apple, 6
Ten etc. It was the multiple choice question where respondents can prefer more than
one option for the store.

Interpretation: The reason to prefer shopping at local stores is that it isn‘t possible
for all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be
that these stores offer home delivery also to maintain relationship with their
customers.

Reason of Shoping at other Store
70
59
60
50
40
30
21
20 13
10 6
1
0
Quality Low Prices Convenience Near to Home Offer Home
Delivery

Fig. 5.11

Analysis:
Attribute No. of Respondents % of Respondents
Quality 46 6%
Low Prices 11 1%
Convenience 164 21%
Near to Home 466 59%
Offer Home Delivery 101 13%

Table 5.11

In this analysis it is clear that respondents shop at other store because of nearness of
the store followed by convenience followed by their home delivery and so on. It was
the multiple choice question where respondents can prefer more than one option.

Interpretation: To buy products at nearby stores is always a mean of convenience
and we as a buyer always try to save our time and energy.

Location v/s Gender Analysis
Female Male

Others 7% 10%
Rohini/ Rithala 21% 14%
Pitampura/ Kohat Enclave/ Rani Bagh 5% 5%
Shalimar Bagh/ Prashant Vihar 12% 14%
Wazirpur/ Netaji Subhash Place 31% 31%
Shakti Nagar/ Kamla Nagar/ Model Town 14% 20%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 6% 4%
Ashok Vihar/ Bharat Nagar 5% 3%

Fig. 5.12

Analysis:
Gender % Gender
Location
Male Female Male Female
Ashok Vihar/ Bharat Nagar 2% 2% 9 10
Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 2% 11 12
Shakti Nagar/ Kamla Nagar/ Model Town 3% 2% 15 10
Wazirpur/ Netaji Subhash Place 6% 3% 28 14
Shalimar Bagh/ Prashant Vihar 8% 9% 40 45
Pitampura/ Kohat Enclave/ Rani Bagh 18% 13% 89 66
Rohini/ Rithala 8% 5% 39 26
Others 11% 6% 56 30

Table 5.12
In this analysis it is clear that throughout all the locations male and female proportion
is almost equal.
Interpretation: The reason may be that the big bazaar stores are not gender specific;
it satisfies all the demand of customers therefore people like to come along with their
family to shop.

Location v/s Age Group Analysis
12%

10%
15-20
8%
21-25
6%
26-35
4% 36-50
51-60
2%
61-80
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Rani Bagh

Fig. 5.13

Analysis:
Age Group %
Location
15-20 21-25 26-35 36-50 51-60 61-80

Ashok Vihar/ Bharat Nagar 0% 1% 2% 0% 0% 1%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 2% 2% 1% 0% 0%
Shakti Nagar/ Kamla Nagar/ Model Town 0% 2% 1% 2% 0% 0%
Wazirpur/ Netaji Subhash Place 1% 2% 4% 1% 0% 0%
Shalimar Bagh/ Prashant Vihar 1% 3% 7% 5% 0% 0%
Pitampura/ Kohat Enclave/ Rani Bagh 3% 7% 11% 8% 0% 0%
Rohini/ Rithala 1% 5% 3% 4% 0% 0%
Others 1% 4% 9% 2% 1% 0%

Table 5.13

In this analysis we can see that most of the customer of age between 15-50 comes
from Pitampura followed by Shalimar Bagh and followed by Rohini.

Interpretation: The reason may be because all these area are very close to Big
Bazaar. Therefore even the 15 year customers can also visit alone to the store to
satisfy their need.

Location v/s Average Monthly Spending
12

10

8 Below 2500
2501-4000
6
4001-6000
4 6001-8000
8001-10000
2
Over 10000
0
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Rani Bagh

Fig. 5.14

Analysis:
Location Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000
Rohini/ Rithala 0% 2% 5% 1% 3% 2%
Others 1% 3% 3% 6% 2% 2%

Table 5.14

In this analysis we can see that customers from Pitampura, followed by Shalimar
Bagh followed by Rohini area do the expenditure the most.

Interpretation: The reason is being that people residents of these locations are high
wealth families and their spending power is more compare to other target locations.

Location v/s Mode of Commution
100%
0%
90%
0% 3% 7%
80%
3% 20% 11%
70%
4% 12%
60% 2%
Public Transport
50% 5%
1% 3% 3% Auto/ Rickshaw
40% 3% 3%
Four Wheeler
30% 1% 6% 0% 3%
0% 11% Two Wheeler
20% 3%
10% 1% 3% 5%
1% 3% 4% 2%
0% 0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/
Tri Nagar Model Town Place Rani Bagh

Fig. 5.15

Analysis:
Location Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Ashok Vihar/ Bharat Nagar 0% 3% 0% 0%
Keshavpuram/ Kanaya Nagar/ Tri Nagar 1% 0% 0% 4%
Shakti Nagar/ Kamla Nagar/ Model Town 1% 1% 1% 3%
Wazirpur/ Netaji Subhash Place 3% 3% 2% 3%
Shalimar Bagh/ Prashant Vihar 3% 6% 5% 7%
Pitampura/ Kohat Enclave/ Rani Bagh 4% 11% 3% 20%
Rohini/ Rithala 2% 3% 0% 12%
Others 5% 3% 3% 11%

Table 5.15

In this analysis we can see that most of the people from Ashok Vihar, Shalimar &
Pitampura prefer four Wheeler, where as majority of people from Keshavpuram &
Rohini prefer Public transport. People from Shalimar on an average use all the above
modes to reach Big Bazaar.

Interpretation: Public transport is so convenient mode to reach Big Bazaar because
the store is situated just below the metro station as well as Bus Connectivity is also
good to reach Big Bazaar, therefore people from different area prefer Metro followed
by other modes to come at Big Bazaar.

Location v/s Mostly Shop Product at Big Bazaar
25%

20%

Food/ Groceries
15%
Clothes

Home Utencils/ Plastics
10%
Electronics

5% Furniture

Others

0%

Fig. 5.16

Analysis:
Home
Food/
Location Clothes Utencils/ Electronics Furniture Others
Groceries
Plastics
Rohini/ Rithala 10% 8% 2% 1% 0% 1%
Others 13% 7% 2% 1% 0% 2%

Table 5.16

In this analysis we can see that people from all the location preferred Food/ Grocery
Items, followed by Clothes and Home Utensils in their purchase. Whereas Pitampura,
Shalimar Bagh & Rohini generate the maximum sales for Big Bazaar.

Interpretation: It is because food, clothes and home utensils are the most
consumable products compare to other one‘s.

Location v/s Reason for Buying at Big Bazaar
100%
90%
80%
70%
60% Near to Home

50% Convenience
40% Value for Money
30% Low Prices
20% Quality
10%
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Pitampura/ Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Bagh/ Kohat Enclave/
Tri Nagar Model Town Place Prashant Vihar Rani Bagh

Fig. 5.17

Analysis:
Value for
Location Quality Low Prices Convenience Near to Home
Money

Ashok Vihar/ Bharat Nagar 2% 0% 0% 3% 1%

Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 0% 0% 1% 3%

Shakti Nagar/ Kamla Nagar/ Model Town 3% 1% 1% 3% 1%

Wazirpur/ Netaji Subhash Place 5% 3% 0% 6% 2%

Shalimar Bagh/ Prashant Vihar 7% 2% 3% 11% 6%

Pitampura/ Kohat Enclave/ Rani Bagh 14% 5% 2% 21% 6%

Rohini/ Rithala 6% 0% 3% 10% 1%

Others 8% 3% 1% 10% 2%

Table 5.17

If we see at chart we can conclude that among all the factors Quality, Convenience &
Nearness to home plays the important role in customers purchase. Location wise if we
talk people from Shakti Nagar, Wazirpur & Pitampura gives little bit of emphasis over
Prices also.

Location v/s Customer Preference for Store Other then Big Bazaar
100%

90%

80%

70%
Others
60%
Local Stores
50%
Vishal Mega Mart
40%
Reliance Fresh
30%
Easy Day
20%
More
10%

0%

Fig. 5.18

Analysis:
Reliance Vishal Mega
Location More Easy Day Local Stores Others
Fresh Mart







Rohini/ Rithala 7% 1% 5% 2% 10% 2%

Others 1% 0% 4% 2% 16% 4%

Table 5.18

If we look at the chart we can see that other then shopping at Bag Bazaar people
would also like to shop at Local Stores & Reliance Fresh. Here we can conclude that
local stores and Reliance Fresh is the major competitor for Big Bazaar.

Interpretation: The reason to prefer shopping at local stores is that it isn‘t possible
for all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may be
that these stores offer home delivery also to maintain relationship with their
customers. Customer preference for Reliance Fresh may be that it is present in almost
all the localities and have good varieties of products.

Location v/s Reason of buying from that Store
100%
90%
80%
70%
Offer Home Delivery
60%
Near to Home
50%
Convenience
40%
Value for Money
30%
Low Prices
20%
Quality
10%
0%
Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Kohat Rohini/ Rithala Others
Bharat Nagar Kanaya Nagar/ Tri Kamla Nagar/ Subhash Place Prashant Vihar Enclave/ Rani
Nagar Model Town Bagh

Fig. 5.19

Analysis:
Value for Offer Home
Location Quality Low Prices Convenience Near to Home
Money Delivery







Rohini/ Rithala 3% 1% 0% 6% 12% 3%

Others 3% 1% 0% 4% 16% 3%

Table 5.19

From the above chart we can easily conclude that people preferred to buy from other
store is because of nearness to their home, followed by the same quality offering and
most probably they offer home delivery, especially local stores.

Gender v/s Age Group Analysis

25%

20%
20% 18%
16%
15%
15%

11% Male
10%
8% Female

5%
4%
3%
3%
1%

0%

15-20 21-25 26-35 36-50 51-60 61-80

Fig. 5.20

Analysis:
Gender 15-20 21-25 26-35 36-50 51-60 61-80
Male 4% 15% 18% 16% 3% 1%
Female 3% 11% 20% 8% 0% 0%

Table 5.20

By seeing the chart it is clear that most of the people belong to the age group of 26-35
followed by 21-25 & 36-50 age groups. Throughout all the age group females of age
group 26-35 visit more compare to males.

Gender v/s Average Monthly Spending
100%

90%

80% 5% 9%
7% 6%
13%
70%
1%
60%

50% Female
40% Male
30% 9% 16%
10% 8%
13%
20%
1%
10%

0%
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Fig. 5.21

Analysis:
Average Monthly Spending
Gender
Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000

Male 9% 16% 13% 10% 1% 8%

Female 5% 9% 13% 7% 1% 6%

Table 5.21

If we see the chart carefully we can conclude clearly that on an average males spend
more than the female visitors but in the spending group of 8001-10000 females spent
more than males.

Gender v/s Mode of Commution
40%
36%
35%
30%
24%
25%
20% 17% 17% Male
15% 14% Female
9%
10%
5%
5% 2%
0%
Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Fig. 5.22

Analysis:
Gender Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport

Male 17% 17% 5% 36%
Female 2% 14% 9% 24%

Table 5.22

From the above chart we can see that most of respondents who travel by two wheeler
are male where as for females its only 2%. Male & Female Respondents for four
Wheeler are almost equal who comes by Four Wheeler, Auto/ Rickshaw are mostly
preferred by Female Respondents compare to Male Respondents.

.

Big Bazaar (SIP Report)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (20)

Ähnlich wie Big Bazaar (SIP Report)

Ähnlich wie Big Bazaar (SIP Report) (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Big Bazaar (SIP Report)