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Project Report on Consumer Satisfaction at Big Bazzar
Table of Contents
1. INTRODUCTION TO RETAIL INDUSTRY
……………………………………………………….2
2. PROFILE OF BIG BAZZAR
………………………………………………………..4
3. SAMPLING
………………………………………………………5
4. QUESTIONNAIRE
………………………………………………………...6
5. FINDINGS AND
SUGGESTIONS..…….…………………………………….41
6. RECCOMENDATIONS AND CONCLUSION
………………………………………………………………49

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INTRODUCTION:
RETAIL INDUSTRY IN INDIA
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organised players is set to
change the scenario.
Organized retail segment has been growing at a blistering pace, exceeding all
previous estimates. According to a study by Deloitte Haskins and Sells,
organised retail has increased its share from 8 per cent of total retail sales in
2007 to 10 per cent in 2008. The fastest growing segments have been the
wholesale cash and carry stores (150 per cent) followed by supermarkets (100
per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised segment to account for 25 per cent of the total sales by 2011.
India retail industry is the largest industry in India, with an employment of
around 8% and contributing to over 10% of the country's GDP. Retail

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industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favourable demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$
175- 200 billion. India retail industry is one of the fastest growing industries
with revenue expected in 2008 to amount US$ 350 billion and is increasing at
a rate of 5% yearly. A further increase of 7-8% is expected in the industry of
retail in India by growth in consumerism in urban areas, rising incomes, and a
steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current
size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the
consumer buying behaviour and the whole format of shopping also altering.
Industry of retail in India which has become modern can be seen from the
fact that there are multi- stored malls, huge shopping centres, and sprawling
complexes which offer food, shopping, and entertainment all under the same
roof.
India retail industry is expanding itself most aggressively; as a result a great
demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new
shopping centres.

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India retail industry is progressing well and for this to continue retailers as
well as the Indian government will have to make a combined effort.
PROFILE OF BIG BAZZAR
Big Bazaar is not just another hypermarket. It caters to every need of a family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers. At Big Bazaar, one can get the best products at the best
prices – that is what they guarantee. 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
plans to add much more to complete the shopping experience. Food is the main
shopped for category in this store.
Parent Company:-
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.
LINES OF BUSINESS OF THE ABOVE STORE:-
E-tailing
Food
Fashion
Home Solution

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General Merchandise
Leisure and Entertainment
Wellness and Beauty
Books and Music
Sampling:-
Sample Size – 75 customers/consumers
Sample Unit – Consumers in the age group 18 to 50 years
Scope and Uses:
1. It will extend to the actual field study of these outlets in Bangalore.
2. It will give information to prospective customers.
3. Help us gain independent knowledge about the consumer perception of the
outlets identified.
4. The study can help the companies get additional research information.
5. It facilitates evaluation of brand name and customer satisfaction.

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FORMAT OF THE QUESTIONNAIRE EMPLOYED:
Dear Customer,
NAME: OCCUPATION:
AGE: 18-28 28-38 38-48 48-58 58-65
GENDER: Male Female
1) How often do you shop?
Once a week Fortnightly Once a month
2) Which of the following stores do you shop at?
Big Bazaar Shopper's Stop Marks & Spencer others
(specify) ____________________________________

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3) What do you mostly shop for at the mentioned stores?
Clothing Accessories Groceries
Others (specify) ____________________________________
4) Why do you prefer to shop in Big Bazzar at the above-mentioned store?
5) Rank your preferences for shopping:
Proximity Quality
Brand Price
Store Layout One-stop shopping
6) Does advertising and promotion influence your shopping decisions?
Yes No
7) Which form of promotion do you think is most effective?
Print TV Radio
8) Indicate your satisfaction level based on the following parameters for the
following stores:
Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited

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Big Bazaar
ANALYSIS AND INTERPRETATION:
The tools and methods of data collection identified earlier were employed to
gather data on the consumer perception on Big Bazaar. The data accrued,
especially from the interviews and questionnaires circulated, are tabulated and
depicted on graphs in the following pages. The data thus gathered and tabulated
is analysed. The data is then scrutinized and relevant interpretations are drawn.
The major objectives of analysis of data are:
1. To evaluate and enhance data quality
2. Examine effects of other relevant factors
3. CUSTOMER SATISFACTION RATIO,
4. LEVEL OF SATISFACTION,
5. CAUSES OF DISATISFACTION,
6. CUSTOMER RESPONSES REGARDING SERVICES
The data collection plan, including procedures, instruments, and forms, was
designed and pre-tested to maximize accuracy. All data collection activities were
monitored to ensure adherence to the data collection protocol and to prompt
actions to minimize and resolve missing and questionable data. Monitoring
procedures were instituted at the outset and maintained throughout the study,
since the faster irregularities can be detected; the greater the likelihood that they
can be resolved in a satisfactory manner and the sooner preventive measures can
be instituted.
Q. 1) Age of the respondents

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Age Total Percentage
18-28 37 49.33%
28-38 16 21.33%
38-48 8 10.67%
48-58 9 12.00%
58-65 5 6.67%
75 100%
Age of Respondents
40 37
35
No of Respondents
30
25
20 16
15
8 9
10
5
5
0
18-28 28-38 38-48 48-58 58-65
Age

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Age of Respondents
6.67%
12.00%
18-28
28-38
10.67% 49.33% 38-48
48-58
58-65
21.33%
Data Collected
The first criteria respondents were asked to indicate was the age group they
belonged to. Respondents were asked to choose among five age group categories,
viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identified
as key factors impacting shopping and purchase decisions of consumers.
Analysis
From the table, bar graph and pie chart depicted above, the distribution of the
population under study is evident. Of the 75 respondents who answered the
questionnaire, 37 indicated that their ages fell in the category 18-28 years. This
accounts for 49.33% of the respondents.

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Of the 75 respondents who answered the questionnaire, only 5 indicated that
their ages fell in the category 58-65 years. This accounts for 6.67% of the
respondents who fall in this age group.
It is evident from the responses and the subsequent tabulation that, on an
average, the respondents can be categorized in the following descending order of
age groups: 18-28, 28-38, 48-58, 38-48, and 58-65.
Interpretation:
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at analyzing the distribution of ages
of the population that visit the stores under study. The age groups laid before the
respondent have been the result of observation and interview. By analysing the
responses to this question, I, as a researcher, as well as companies, can identify
the demographics of the population that visit retail outlets.
The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit retail outlets regularly are the
youth. They make up almost half of the population who shop at retail stores.
The rest of the population who visit the retail outlets under study can be listed in
the following descending order of distribution – the working age group, the older
age group, the middle age group, and senior citizens.

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It is not surprising that the youth most frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then
again, this deduction cannot be applied to the entire population of Bangalore. The
disparity can be attributed to the small size of the sample under study.
Q. 2) Gender of the respondents:
Gender Total Percentage
Male 35 46.67%
Female 40 53.33%
75 100%

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Gender of Respondents
41
40
40
39
No of Respondents
38
37
36
35
35
34
33
32
Male Female
Gender of Respondents
Male
Female 46.67%
53.33%

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Data Collected
Consumers were asked to indicate their gender. The object of this question is to
understand the demographics of the population under study.
Analysis
From the table, bar graph and pie chart depicted above, the distribution of the
consumers is evident. Of the 75 respondents who answered the questionnaire, 40
were female. This accounts for 53.33% of the respondents, almost half of the
population under study.
Of the 75 respondents who answered the questionnaire, the rest 35 were male.
This accounts for 46.67% of the population under study.
It is evident from the responses and the subsequent tabulation that the number
of female respondents was higher than that of the male respondents in the
population under study.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the distribution
between the two genders and how many of them visit the retail stores under
study. By analysing the responses to this question, I as ,a researcher, as well as
companies, can identify the distribution in the number of men and women who

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visit the retail outlets and appropriate decisions can be made keeping these
numbers in mind.
The highest number of respondents were female, as is depicted by the graph and
chart presented above. The number of male respondents was less compared to
the female respondents.
Two deductions can be made from the above data collected:
one, more women visit retail outlets than men. Two, more women are willing to
fill out questionnaires and take a survey than men.
This can help the companies and researchers in undertaking future decisions and
studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas. Retail
outlets can appeal to the women customers by offering more products geared
especially towards women. They can provide a shopping experience that women
are particularly attracted to.
Another way that retail chains can use the above data is to appeal to the men
rather than the women. Since, fewer men visit retail stores as against women, the
companies have a large base of potential customers. By providing products that
are geared towards men and by providing a shopping experience that attracts
men, the retail chains can expand their customer base.

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Q. 3) How often do you shop?
Frequency Total Percentage
Once a week 14 18.67%
Fortnightly 27 36.00%
Once a month 34 45.33%
75 100%
How often do you shop?
40
34
35
30 27
No of Respondents
25
20
14
15
10
5
0
Once a week Fortnightly Once a month
Frequency

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How often do you shop?
18.67%
Once a week
45.33%
Fortnightly
Once a month
36.00%
Data Collected
Consumers approached were asked about their frequency in visits to shops. The
frequency points furnished were: Once a week, Fortnightly, and Once a month.
These frequency points were identified by observation and interview as the
average times that consumers shop.
Analysis
From the table, bar graph and pie chart depicted above, the frequency of
shopping of the respondents is evident. Of the 75 respondents who answered the
questionnaire, 34 indicated that they shopped once a month. This accounts for
45.33% of the respondents, who visit shops including retail stores once a month.

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Of the 75 respondents who answered the questionnaire, 14 indicated that they
shopped once a week. This accounts for 18.67% of the respondents, who visit
shops, malls or retail stores once every week.
It is evident from the responses and the subsequent tabulation that, on an
average, the frequency of shopping among the respondents can be listed in the
following descending order: Once a month, Fortnightly, and Once a week.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding how frequently
consumers visit shops and buy their products or avail of their services. The
frequency points laid before the respondent have been the result of observation
and interview. By analysing the responses to this question, I as a ,researcher, as
well as companies, can identify the number of times a customer is likely to shop in
a month’s time.
The highest responses have been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets have tough
customers in those who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting with new stores.
Hence, to capture this market, retail outlets must put in place strategies that

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attract them. Once they profess a liking to a certain store, they turn out to be very
loyal customers.
Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they
shop so frequently, they must continually be entertained and attracted to make
repeat purchases at stores. When targeting this segment, companies must be able
to get new stock every week, and update their marketing strategies continuously.
Q. 4) What do you mostly shop at Big Bazzar ?
Details Total Percentage
Clothing 33 44.00%
Accessories 12 16.00%
Groceries 25 33.33%
Others 3 4.00%
75 100%

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What do you mostly shop for at the above-
mentioned store?
35 33
30
No of Respondents
25
25
20
15 12
10
5 3
0
Clothing Accessories Groceries Others
Items
4.00%
Clothing
Accessories
33.33% 44.00%
Groceries
Others
16.00%
What do you mostly shop at Big Bazzar?

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Data Collected
Consumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products
presented were Clothing, Accessories, Groceries and others. These products were
identified by observation and interview as the most popular products that
consumers shop for frequently.
Analysis
From the table, bar graph and pie chart depicted above, the products frequently
shopped for by consumers is evident. Of the 75 respondents who answered the
questionnaire, 33 indicated that they essentially shopped for clothing at the store
they had indicated earlier. This accounts for 44.00% of the respondents.
Of the 75 respondents who answered the questionnaire, only 3 indicated other
products they frequently shop for at the stores indicated earlier. This accounts for
4.00% of the respondents, who gave importance to products such as home
furnishings, books, and kitchen appliances.
It is evident from the responses and the subsequent tabulation that consumers,
on an average, frequently shop for products in the following descending order:
Clothing, Groceries, Accessories, and Others.

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Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at identifying the products
consumers shop for frequently at retail outlets. The product categories laid before
the respondent are the result of observation and interview. By analysing the
responses to this question, we, the researchers, as well as companies, can identify
the main attractions of products and services offered.
The high number of responses indicate that a large number of consumers visit
retail outlets for clothes/dresses/apparel. Accoutrement is the hottest selling
item that any retail outlet can provide. One-third of the respondents indicated
that the visit retail outlets to purchase groceries.
To the retail stores, the above tabulated responses lead to a very important
result. Clothing is the fastest moving consumer good. Retail outlets that provide
apparel can see a higher rate of turnover and sales volume.
However, the above results cannot be assumed to be representative of the entire
population of Bangalore city. The sample size consists of only 75 respondents,
who were approached on a random basis as they visited the retail outlets.

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Q. 5) Why do you choose Big Bazzar ?
Factors Total Percentage
Quality 20 26.67%
Fashion 5 6.67%
Affordability 10 13.33%
Variety 4 5.33%
All under one roof 10 13.33%
Brand name 11 14.67%
Service 4 5.33%
Store atmosphere 3 4.00%
Loyalty 5 6.67%
Proximity 3 4.00%
75 100%

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Why do you shop at the above store?
No of Respondents
25
20
20
15 11
10 10
10
5 4 4 3 5 3
5
0
lty
y
ty
lity
ity
of
ice
e
n
re
ilit
m
rie
io
ya
ro
im
ua
e
rv
ab
sh
na
ph
Va
Lo
ox
e
Se
Q
rd
Fa
on
os
d
Pr
fo
an
m
er
Af
Br
at
nd
e
lu
or
Al
St
Factors
Why do you shop at the above store?
Loyalty, 6.67% Proximity, 4.00%
Store
atmosphere,
4.00% Quality, 26.67%
Service, 5.33%
Brand name,
14.67%
Fashion, 6.67%
All under one Affordability,
roof, 13.33% Variety, 5.33% 13.33%
Data Collected
Consumers approached were asked an open-ended question to indicate the
reasons they select a particular store to shop at as against any other retail outlet.
Their responses were recorded and a broad idea of the factors that influence
shopping and buying decisions was formed.

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Analysis
The responses of the interviewees and consumers have been broadly categorised
into 10 factors that they find impact their shopping decision and result in their
choosing one store over another.
From the table, bar graph and pie chart depicted above, the influencing factors
are evident. The reasons include: Quality, Fashion, Affordability, Variety, All
products under one roof, Brand name, Service, Store atmosphere, Loyalty, and
Proximity.
Of the 75 respondents who answered the questionnaire, 20 replied that quality of
the products is generally the main reason they choose to shop at specific stores.
This accounts for 26.67% of the respondents, who replied saying quality was the
reason why they shopped at the store indicated earlier.
Of the 75 respondents who answered the questionnaire, 3 answered that store
atmosphere contributed to their shopping decision, while another 3 replied that
proximity of the store played a big role. This accounts for 4.00% of the
respondents, in each case.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at getting direct customer feedback
as to the factors that influence their shopping decision. By analysing the
responses to this question, we, the researchers, as well as companies, can identify

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the biggest factors that influence the consumers in favouring one store over
others, direct from the horse’s mouth.
If set in descending order of influence as indicated by the consumers, the factors
can be listed as: Quality, Brand name, Affordability, All products under one roof,
Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.
From the table, graph and chart depicted above, it is evident that customers give
value to a great many number of factors when deciding which store to shop at. It
would be prudent on the part of the company to identify their strong and weak
areas, which attract or drive away customers to/from their stores.
Q. 6) Rank your preferences for shopping:
Details Total Percentage
Quality 23 30.67%
Brand 11 14.67%
Price 16 21.33%
Store layout 6 8.00%
Proximity 5 6.67%
One-stop shop 14 18.66%
75 100%

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Preferences for Shopping
14
One-stop shop
5
Proximity
Preferences
6
Store layout
16
Price
11
Brand
23
Quality
0 5 10 15 20 25
No of Respondents
Preferences for Shopping
One-stop shop,
18.66%
Quality, 30.67%
Proximity,
6.67%
Store layout,
8.00%
Brand, 14.67%
Price, 21.33%

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Data Collected
Consumers approached were asked to rank their preferences on a scale of 1 to 6
of their preferences when choosing to shop at particular stores. The preference
points placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’,
‘Proximity’, ‘One-stop shop’. These preference points were identified by
observation and interview as the most popular reasons that beget the attraction
of consumers and act as inducements to shop at particular stores.
Analysis
From the table, bar graph and pie chart depicted above, the preference points of
consumers is evident.
Of the 75 respondents who answered the questionnaire, 23 give first importance
to quality when choosing which store to shop at. This accounts for 30.67% of the
respondents, who gave rank #1 to ‘Quality’.
Of the 75 respondents who answered the questionnaire, only 5 gave first
importance to proximity of the store when choosing where to shop at. This
accounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.
It is evident from the responses and the subsequent tabulation that consumers,
on an average, rank the preference points in the following descending order of
attraction: Quality, Price, and One-stop shop, Brand, Store Layout, and Proximity.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding what elements

29. 29 | P a g e
attract the consumer the most. The preference points laid before the respondent
have been the result of observation and interview. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the biggest
factors that influence the consumers in favouring one store over others.
The highest responses and the highest ranking have been attributed to quality of
the products on sale. When choosing to shop at a particular store, or when
favouring one store over the others, it is seen that most consumers make this
decision based on the quality of the products on offer.
The next criteria that influence the consumers in favouring a particular store over
others are (in descending order) – Price, One-stop shop, Brand, Store layout, and
Proximity.
Although it is said that the most important things in retail are “Location, location,
and location”, from the consumers’ point of view, proximity is of little concern.
The quality, price and variety of goods play big roles in the decision making
process.
Q. 7) Do advertisement and promotion influence your shopping decision?
Details Total Percentage
Yes 33 44.00%
No 42 56.00%
75 100%

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Do advertisement and promotion influence
your shopping decision?
33 42
50
No of
Respondents
Total
0
Yes No
Do advertisement and promotion influence your shopping
decision?
Yes
44.00%
No
56.00%
Data Collected
Consumers approached were asked if advertisements and promotional activities
influence their shopping decisions. This question was answered by 75 consumers.
Advertisements refer to those that appear in any/all types of media. Promotional
activities refer to sales, coupons, gifts, free products etc.
Analysis
From the table, bar graph and pie chart depicted above, the influence of
advertisements and promotions on the psyche of consumers is evident. Of the 75

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respondents who answered the questionnaire, 42 replied that advertisements
have little or no effect when deciding where to shop at. This accounts for 56.00%
of the respondents, who indicated the choice ‘No’.
Of the 75 respondents who answered the questionnaire, 33 replied that
advertisements and promotional activities do affect their decision when favouring
one store over others. This accounts for 44.00% of the respondents, who
indicated the choice ‘Yes’.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the effect of
advertisements and promotional activities on the psyche of the consumers. The
object is also to analyze how far advertisements, promotions and other marketing
strategies have an impact on the shopping and buying behaviour of consumers.
By analysing the responses to this question, I as a , the researcher, as well as
companies, can identify the effect of advertising and marketing campaigns on the
consumers’ minds and how far advertisements translate into sales.
From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much
importance to advertisements and promotional activities. The number of
respondents who indicated that advertisements and promotional activities do
have an impact on their shopping decisions was slightly lesser.

32. 32 | P a g e
This indicates that although most consumers are aware of the advertisements and
promotional campaigns, a slightly higher percentage of consumers are not
swayed by the marketing strategies instituted by the companies.
This is not, however, to say that advertisements and promotional activities have
no bearing on the minds of the consumers at all. The responses only indicate that
advertisements serve to keep the brand in retention although they do not
guarantee sales. The products sold at the stores have the biggest impact on
attracting and retaining customers.
Q. 8) Which form of advertisement do you think is most effective?
Details Total Percentage
Print 28 37.33%
TV 40 53.33%
Radio 7 9.34%
75 100%
Which form of advertisement do you think is most
effective?
40
40
28
30
No of
20
Respondents
7
10
0
Print TV Radio
Promotion by

33. 33 | P a g e
Which form of advertisement do you think is most effective?
Radio
9.34%
Print TV
37.33% 53.33%
Data Collected
Consumers approached were asked which form of advertisement they thought
was most effective. This question was answered by 75 consumers. The methods
of advertising were restricted to three – Television, Print and Radio. The options
laid before the respondents were the result of observation and interview as being
the most popular which the consumers identify as means of advertising.
Analysis
From the table, bar graph and pie chart depicted above, the effectiveness of the
various modes of advertising on the psyche of consumers is evident. Of the 75
respondents who answered the questionnaire, 40 indicated that the television is
the most effective means of advertising for a store. This accounts for 53.33% of
the respondents, who indicated the choice ‘TV’.

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Of the 75 respondents who answered the questionnaire, only 7 indicated that the
radio is an effective means in advertising to the consumers. This accounts for
9.34% of the respondents, who indicated the choice ‘Radio’.
It is evident from the graph and chart presented above that, in the minds of the
consumers, the effectiveness of the three kinds of media are classified as follows
(in the descending order): Television, Print, and Radio.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the effectiveness of
the three means of advertising. The object is also to analyze how far
advertisements broadcast through these media percolate into the minds of the
consumers.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the effectiveness of advertisements through the media
identified. This helps to understand which media is more influential and attracts
more sales.
From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is the
most effective means of advertising. This is indicative in spite of large number of
commercials that the public is bombarded with.

35. 35 | P a g e
The respondents give very little credit to radio advertisements. This is indicative
of the fact that most of the public ignore radio advertisements or else that radio
advertising does not translate into sales.
Thus, it can be surmised that when advertising, more effective media to reach the
consumer and persuade them to buy are the television and print media, more so
than radio advertising.
Q. 9) Indicate your satisfaction level based on the given parameters for the Big
Bazzar:
Highly
Store Unsatisfied Satisfied Never Visited Total
Satisfied
Total % Total % Total % Total % Total %
Big
20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%
Bazzar

36. 36 | P a g e
Satisfaction level
45
40
35
30
Unsatisfied
25 Satisfied
20 Highlysatisfied
Never Visited
15
10
5
0
BIG BAZZAR Stores
Satisfaction Levels with
Big Bazaar
Never Visited,
Highly Satisfied,
2.67%
13.33%
Unsatisfied, 26.67%
Satisfied, 57.33%
Data Collected
Consumers approached were asked about their satisfaction with the three stores
covered in this study. This question was answered by 75 consumers.

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The satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, Highly
Satisfied and Never Visited.
Analysis
From the table, bar graph and pie chart depicted above, satisfaction levels with
the above 75 respondents who answered the questionnaire, 43 indicated a
satisfactory response towards Big Bazaar, and 2 had not visited the store.
Interpretation
Of the consumers approached, 75 people agreed to fill in the questionnaire and
this specific question. This question is aimed at understanding the satisfaction
levels of the consumers under study – Big Bazzar. The object is also to analyze
how far the marketing strategies, brand image, advertisements, layout, quality
etc., contribute towards consumer perception and satisfaction.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the effectiveness of advertisements, location, brand,
price, promotion, product variety etc., on the target consumers. This helps to
understand the current consumer perception about Big Bazzar and the
corresponding satisfaction levels.
From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited the
store at all. Such consumers form the potential market that the companies must
strive to attract.

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There are also quite a few respondents who were highly satisfied with the retail
chains. It is imperative for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
The above table and graph give a worm’s eye-view of the consumer perception
about Big Bazzar. This can help the marketers understand how effective their
strategies have been.
Analysis
From the pie chart depicted above, satisfaction levels with Big Bazaar are evident.
Of the 75 consumers who answered this question, 57.33% indicate that they are
satisfied with Big Bazaar.
Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,
26.67% indicated that they are unsatisfied with Big Bazaar. Of the total number of
respondents, 13.33% indicated that they were highly satisfied with Big Bazaar.
And 2.67% indicated that they had not visited the store up to the date of filling in
this questionnaire.
Interpretation:
Of the consumers approached, 75 agreed to fill in the questionnaire and answer
the above question. The aim of this question is to understand the level of
satisfaction that consumers feel with regards to the retail chain Big Bazaar.

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As is evident from the pie chart presented above, a little more than half of the
respondents indicated that they are satisfied with Big Bazaar, while almost one-
eighth indicated that they are highly satisfied with the store. However, almost
one-fourth of the number of respondents indicated that they were unsatisfied
with Big Bazaar.
This goes to show that although Big Bazaar may have an overall goodwill from the
consumers, there are still some things that they are not doing right. Big Bazaar
must identify exactly what the problem areas are and must address them quickly
and swiftly.
The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.

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FINDINGS AND SUGGESTIONS
In the surveys, interviews and study conducted above, I came across many factors
that influence the consumers’ perception of a store and their subsequent
shopping and buying decisions. Here, I present the findings gathered and the
suggestions we offer to companies based on the data gathered and analyzed.
Respondents were asked to choose among five age group categories, viz., 18-28,
28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as key
factors impacting shopping and purchase decisions of consumers. By analysing
the responses to this question, I as, a researcher, as well as companies, can
identify the demographics of the population that visit retail outlets.
The highest number of respondents falls in the age group 18-28. It can be
deduced that most of the consumers who visit retail outlets regularly are the
youth. The rest of the population who visit the retail outlets under study can be
listed in the following descending order of distribution – the working age group,
the older age group, the middle age group, and senior citizens.
It is not surprising that the youth most frequent malls and retail stores. What is
unexpected, however, is the fact that more people who fall into the older age
group visit the retail stores than those who fall in the middle age group. Then

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again, this deduction cannot be applied to the entire population of Bangalore. The
disparity can be attributed to the small size of the sample under study.
Consumers were also asked to indicate their gender. The object of this question is
to understand the demographics of the population under study. By analysing the
responses to this question, we, the researchers, as well as companies, can identify
the distribution in the number of men and women who visit the retail outlets and
appropriate decisions can be made keeping these numbers in mind.
The highest number of respondents were female, as is depicted by the graph and
chart presented above. The number of male respondents was less compared to the
female respondents.
Two deductions can be made from the above data collected: one, more women
visit retail outlets than men. Two, more women are willing to fill out
questionnaires and take a survey than men.
This can help the companies and researchers in undertaking future decisions and
studies. Since more women can be inferred to visit retail stores than men,
companies can target their offerings and marketing strategies in two areas. Retail
outlets can appeal to the women customers by offering more products geared
especially towards women. They can provide a shopping experience that women
are particularly attracted to.
Another way that retail chains can use the above data is to appeal to the men rather
than the women. Since, fewer men visit retail stores as against women, the
companies have a large base of potential customers. By providing products that are

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geared towards men and by providing a shopping experience that attracts men, the
retail chains can expand their customer base.
Consumers approached were asked about their frequency in visits to shops. The
frequency points furnished were: Once a week, Fortnightly, and Once a month. By
analysing the responses to this question, we, the researchers, as well as companies,
can identify the number of times a customer is likely to shop in a month‟s time.
The highest responses have been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets have tough
customers in those who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting with new stores.
Hence, to capture this market, retail outlets must put in place strategies that attract
them. Once they profess a liking to a certain store, they turn out to be very loyal
customers.
Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they shop
so frequently, they must continually be entertained and attracted to make repeat
purchases at stores. When targeting this segment, companies must be able to get
new stock every week, and update their marketing strategies continuously.
Consumers approached were asked which stores they shopped at frequently. The
retail store brands placed before them were Big Bazaar, Shoppers‟ Stop, Marks &
Spencer, and others. By analysing the responses to this question, I as, a researcher,
as well as companies, can identify customer preferences among the varied choices
of stores, and can calculate how much market share they hold.

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The highest number of responses has been attributed to Big Bazaar. Big Bazaar
attracts people of many income groups, and offers products that appeal to a wide
array of consumers.
The other stores can be ranked in descending order of preference or frequency of
visits as: Shoppers‟ Stop, Others, and Marks & Spencer.
It can be deduced from the above figures that the category „Others‟ was indicated
by more number of respondents than those who indicated they frequent Marks &
Spencer. This may be because Marks & Spencer targets only the elite classes in a
city where a higher percentage of the population belong to the middle income
group.
In analyzing the other stores that consumers frequent, outlets such as Westside,
Monday to Sunday, More, Central etc., featured. This indicates that more people
frequent stores that cater to the middle income group. This is not to say that Marks
& Spencer has no customer base. However, they may be unable to generate a high
volume of repeat sales.
Consumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products presented
were Clothing, Accessories, Groceries and others. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the main
attractions of products and services offered.
The high number of responses indicate that a large number of consumers visit retail
outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that any
retail outlet can provide. One-third of the respondents indicated that the visit retail
outlets to purchase groceries.

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To the retail stores, the above tabulated responses lead to a very important result.
Clothing is the fastest moving consumer good. Retail outlets that provide apparel
can see a higher rate of turnover and sales volume.
However, the above results cannot be assumed to be representative of the entire
population of Bangalore city. The sample size consists of only 75 respondents,
who were approached on a random basis as they visited the retail outlets.
Consumers approached were asked an open-ended question to indicate the reasons
they select a particular store to shop at as against any other retail outlet.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the biggest factors that influence the consumers in
favouring one store over others, direct from the horse‟s mouth.
If set in descending order of influence as indicated by the consumers, the factors
can be listed as: Quality, Brand name, Affordability, All products under one roof,
Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.
From the table, graph and chart depicted above, it is evident that customers give
value to a great many number of factors when deciding which store to shop at. It
would be prudent on the part of the company to identify their strong and weak
areas, which attract or drive away customers to/from their stores.
Consumers approached were asked to rank their preferences on a scale of 1 to 6 of
their preferences when choosing to shop at particular stores. The preference points
placed before them were „Quality, „Brand‟, „Price‟, „Store Layout‟, „Proximity‟,
„One-stop shop‟. By analysing the responses to this question, we, the researchers,
as well as companies, can identify the biggest factors that influence the consumers
in favouring one store over others.

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The highest responses and the highest ranking have been attributed to quality of the
products on sale. When choosing to shop at a particular store, or when favouring
one store over the others, it is seen that most consumers make this decision based
on the quality of the products on offer.
The next criteria that influence the consumers in favouring a particular store over
others are (in descending order) – Price, One-stop shop, Brand, Store layout, and
Proximity.
Although it is said that the most important things in retail are “Location, location,
and location”, from the consumers‟ point of view, proximity is of little concern.
The quality, price and variety of goods play big roles in the decision making
process.
Consumers approached were asked if advertisements and promotional activities
influence their shopping decisions. By analysing the responses to this question, we,
the researchers, as well as companies, can identify the effect of advertising and
marketing campaigns on the consumers‟ minds and how far advertisements
translate into sales.
From the tabulated data depicted above and responses of the consumers, it is
evident that a slightly higher number of respondents do not give much importance
to advertisements and promotional activities. The number of respondents who
indicated that advertisements and promotional activities do have an impact on their
shopping decisions was slightly lesser.
This indicates that although most consumers are aware of the advertisements and
promotional campaigns, a slightly higher percentage of consumers are not swayed
by the marketing strategies instituted by the companies.

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This is not, however, to say that advertisements and promotional activities have no
bearing on the minds of the consumers at all. The responses only indicate that
advertisements serve to keep the brand in retention although they do not guarantee
sales. The products sold at the stores have the biggest impact on attracting and
retaining customers.
Consumers approached were asked which form of advertisement they thought was
most effective. The methods of advertising were restricted to three – Television,
Print and Radio. By analysing the responses to this question, I as, a the researcher,
as well as companies, can identify the effectiveness of advertisements through the
media identified.
From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is the
most effective means of advertising. This is indicative in spite of large number of
commercials that the public is bombarded with.
The respondents give very little credit to radio advertisements. This is indicative of
the fact that most of the public ignore radio advertisements or else that radio
advertising does not translate into sales.
Thus, it can be surmised that when advertising, more effective media to reach the
consumer and persuade them to buy are the television and print media, more so
than radio advertising.
Consumers approached were asked about their satisfaction covered in this study.
The satisfaction scale of Big Bazzar comprised of four ranks – Unsatisfied,
Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far
the marketing strategies, brand image, advertisements, layout, quality etc.,
contribute towards consumer perception and satisfaction.

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By analysing the responses to this question, we, the researchers, as well as
companies, can identify the effectiveness of advertisements, location, brand, price,
promotion, product variety etc., on the target consumers. This helps to understand
the current consumer perception of the three stores identified and the
corresponding satisfaction levels.
From the tabulated data depicted above and responses of the consumers, it is
evident that a good number of target consumers are satisfied with the stores at
large. However, there are those who are unsatisfied or who have never visited the
store at all. Such consumers form the potential market that the companies must
strive to attract.
There are also quite a few respondents who were highly satisfied with the retail
chains. It is imperative for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
The above table and graph give a worm‟s eye-view of the consumer perception of
the three stores. This can help the marketers understand how effective their
strategies have been.
A little more than half of the respondents indicated that they are satisfied with Big
Bazaar, while almost one-eighth indicated that they are highly satisfied with the
store. However, almost one-fourth of the number of respondents indicated that they
were unsatisfied with Big Bazaar.
This goes to show that although Big Bazaar may have an overall goodwill from the
consumers, there are still some things that they are not doing right. Big Bazaar

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must identify exactly what the problem areas are and must address them quickly
and swiftly.
The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.
RECOMMENDATIONS AND CONCLUSION
BIG BAZAAR
Pros:
1. Variety: Big Bazaar offers a wide variety of products of different prices and
different qualities satisfying most of its customers.
2. Quality: Providing quality at low prices and having different types of
products for different income customers is another advantage.
3. Price: As noted the prices and offers in Big Bazaar have been one of the
main attractions and reasons for its popularity. The price ranges and the
products offered are very satisfying to the customers.
4. Location: The location of Big Bazaar has been mainly in the heart of the
city or in the out skirts giving a chance to both the City and the people living
outside the city to shop.

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5. Advertisements: Big bazaar has endorsed very popular figure like M S
Dhoni and other famous personalities which has attracted a lot of
customers. This has resulted in increase of sale and the outdoor advertising
techniques have also helped Big Bazaar.
6. Middle class appeal: Considering the fact that there are a lot middle class
families in India, Big bazaar has had a huge impact on the middle class
section of India, the prices, quality and sales strategy has helped in getting
the middle income groups getting attracted towards Big Bazaar.
7. Attractive sales: Big bazaar has been known for its great sale and great
offers. Big bazaar has had long lines of people waiting to get into the store
for the sale. Therefore, the sales that Big Bazaar has had has increased sales
in a huge way due to the sales and offers, thus this has been one of the
main advantages of Big Bazaar.
Disadvantages:
1. Store layout: The store layout and the assortment of goods is not the best
at Big Bazaar, as the quantity of goods sold is more the arrangement and
assortment of goods in the store is the greatest. Hence at times customers
find it hard to find what they require, this leads to dissatisfaction of
customers.
2. Lower quality of goods: As Big bazaar aims more toward the middle
income group, the quality of goods is not of the highest quality, and this is
sometimes a disadvantage as some would prefer better quality to the price,
making customers to search for different places.
3. Does not appeal to the elite: As mentioned above, the main customers are
middle income and a few high income groups, The elite do not like to shop

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at Big Bazaar as the quality of goods is lower and they would prefer a higher
price and get a better brand, this decreases sales from the elite class
4. Not acclaimed for very good service: Big Bazaar is not known for high
class service. The staff recruited is not very well trained and the billing
queues take a long time to move, this irritates customers which makes
them visit the store more seldom
5. Lower quality of goods: As the sore is trying to concentrate on the middle
income group the type of products used is not of the most superior quality
and most of the times nor branded, this may dissatisfy certain customers
6. Consumer satisfaction: Long queues and lower quality leads to
dissatisfaction of customers. Due to factors mentioned above Big Bazaar
shoppers are not always satisfied, this is not a positive for the store.