Consumer behaviour towards Big Bazaar

SUMMER INTERNSHIP PROJECT REPORT AT

FUTURE GROUP“BIG BAZAAR”

A Project Report Submitted In Partial Fulfilment Fulfilment of the Requirements For The Award of the M ASTERS ASTERS I N BUSI BUSI NESS NESS ADM I NI STRATION

TO

 M.S.RAMAIAH MANAGEMENT MANAGEMENT INSTITUTE BY S ATHAULLAH (13M07742) MBA (UoM) BATCH 2013-15

Under the guidance of Prof. AVINASH B.M. GUIDE NAME Prof.AVINASH B.M.

 M. S. RAMAIAH RAMAIAH MANAGEMENT MANAGEMENT INSTITUTE INSTITUTE  NEW BEL BEL ROAD, BANGALO BANGALORE-560054 RE-560054 1

CERTIFICATE This is to certify that the Project Report at FUTURE VALUE RETAIL INDIA LTD. submitted in partial fulfillment of the requirements for the award of the  MASTER OF BUSINESS  ADMINISTRATION  to   to M.S.RAMAIAH MANAGEMENT INSTITUTE is a record of bonafide

training carried out under my supervision and guidance and that no part of this report has been submitted for the award of any other degree/diploma/fellowship d egree/diploma/fellowship or similar titles or prizes.

GUIDE

Signature:  Name: Qualifications:

2

STUDENT’S DECLARATION

I hereby declare that the Project Report conducted at FUTURE VALUE RETAIL LIMITED under the guidance of Prof. AVINASH submitted in partial fulfillment of the requirements for the

MASTER

OF

BUSINESS

ADMINISTRATION

(UOM)

to

M.S.

RAMAIAH

MANAGEMENT INSTITUT , is my original work and the same has not been submitted for the

award of any other Degree/Diploma/Fellowship or other similar titles or prizes.

Place: Bangalore

(S ATHAULLAH)

Date:

Reg. No: 13M07742

3

ACKNOWLEDGEMENT I extend my special gratitude to our beloved Dean Dr. H. Muralidharan and Academic H ead Prof. V. N arayanan arayanan and Program Head Dr. Triveni P. for inspiring me to take up

this project.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof. AVINASH of M.S. RAMAIAH MANAGEMENT MINSTITUTE, Bangalore for his

valuable guidance and constructive suggestions in the preparation of project report.

STUDENT‟S NAME S ATHAULLAH

4

TABLE OF CONTENT

Chapter

Title

Page No

1

INDUSTRY ANALYSIS

2

2

COMPANY ANALYSIS

13

3

DISCUSSION ON TRAINING

25

ANALYSIS OF RESEARCH UNDERTAKEN

4

27

5

List of Tables Table No

Table name

Page No

1

Number of Respondents in Gender

35

2

Customer Age groups

36

3

Respondents Marital Status

37

4

Respondents Income Level per month

38

5

Respondents frequently visiting Big Bazaar

39

6

Respondents Main purpose of Purchase at Big Bazaar

40

7

Types of products Purchased by Respondents in Big Bazaar

41

8

Respondents reasons behind Purchase in Big Bazaar

42

9

Respondents asking Assistance from staff while Purchase

43

10

Respondents perception towards the pricing of products

44

11

Respondents preference to shop in Big Bazaar

45

12

Respondents most shopping place in City

46

13

Respondents using facilities of Big Bazaar

47

14

Respondents preferred days to shop in Big Bazaar

48

15

Respondents Overall experience in Big Bazaar

49

16

Respondents suggestion to other to shop at Big Bazaar

50

17

Respondents suggestions to attract Customers

51

18

Respondents sources of Awareness about Big Bazaar

52

19

Advertisements attracted respondents towards Big Bazaar

53

20

Source of advertising that can reach easily to Customers

54

21

Respondents Satisfaction levels

55

21.1

Customer satisfaction level for location

56

21.2

Customer satisfaction level for Operating time

57

21.3

Customer satisfaction level for Cleanness of store

58

21.4

Customer satisfaction level for Spacious shop floor

59

21.5

Customer satisfaction level for Easy to locate any product

60

21.6

Customer satisfaction level for Promotion Offers

61

21.7

Customer satisfaction level for Prices of products

62

21.8

Customer satisfaction level for Flexibility in payments

63

21.9

Customer satisfaction level for Services in CSD

64

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EXECUTIVE SUMMARY

The Indian retail industry, one of the fastest growing industries in the country over the past couple of years is no exception. There is no doubt that the Indian retail scene is booming. India‟s retailing boom is the result of rapid globalization and the recognition of being a very  potential market by big giants and foreign companies making the market more competitive. This has caused existing retailer‟s tore-tailor tore-tailor their strategies to suit the new landscapes.

This retail industry deals Food Bazaar and various sections which help the society with their daily needs. After interaction with customers I found that they are more satisfied with the food bazaar rather than any other products. While working on this project various topics and concepts came to the knowledge which was unheard and unknown before. A survey was also conducted for this project which mainly focuses on the consumer behaviour towards Big Bazaar. It would also help in knowing the various factors that are influence consumer behaviour and understand consumer behaviour towards Big Bazaar. 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& succeeded in attracting customers. Big Bazaar is not just another hypermarket. h ypermarket. 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, sport goods and much.

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1. INDUSTRY PROFILE

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Retail is the sale of goods and services from individuals or businesses to the end-user. Retailers are part of an integrated system called the supply chain. A retailer purchases pu rchases goods or products in large quantities from manufacturers directly or through a wholesale, and then sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed locations like stores or markets, door-to-door or by delivery. Retailing includes subordinated services, such as delivery. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as for the public. Shops may be on residential streets, streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase Etymology.

Retail comes from the Old French word trailer, which means "to cut off, clip, pare, divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of a "sale in small quantities" in 1433 (from the Middle French retail, "piece cut off, shred, scrap, paring"). [1] Like in French, the word retail in both Dutch and German also refers to the sale of small quantities of items.

Types of retail outlets 

San Juan de Dios Market in Guadalajara, Jalisco



Inside a supermarket in Russia



Walnut Market in Katra, Jammu & Kashmir, India

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A marketplace is a location where goods and services are exchanged. The traditional market square is a city square where traders set up stalls and buyers browse the stores. This kind of market is very old, and countless co untless such markets are still in operation around the whole world. In some parts of the world, the retail business is still dominated by small family-run stores, but this market is increasingly being taken over by b y large retail chains. Retail is usually classified by type of products as follows:

Food products

Hard goods or durable goods ("hardliner retailers") - appliances, electronics, furniture, sporting goods, etc. Goods that do not quickly wear out and provide utility over time. Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed after one use or have a limited period (typically under three years) in which you may use them.

There are the following types of retailers by marketing strategy:



Department stores -   very large stores offering a huge assortment of "soft" and

"hard goods; often bear a resemblance to a collection of specialty stores. A retailer of such store carries variety of categories and has broad assortment at average price. They offer considerable customer service.



Discount stores -   tend to offer a wide array of products and services, but they

compete mainly on price offers extensive assortment of merchandise at affordable and cut-rate prices. Normally retailers sell less fashion-oriented brands.



Warehouse stores -   warehouses that offer low-cost, often high-quantity goods

 piled on pallets or steel shelves; warehouse clubs charge a membership fee;



Variety stores -  these offer extremely low-cost goods, with limited selection;



Demographic -   retailers that aim at one particular segment (e.g., high-end

retailers focusing on wealthy individuals). 10



Mom-And-Pop:  is a small retail outlet owned and operated by an individual or

family. Focuses on a relatively limited and selective set o f products.



Specialty stores:  A typical speciality store gives attention to a particular category

and provides high level of service to the customers. A pet store that specializes in selling dog food would be regarded as a specialty store. However, branded stores also come under this format. For example if a customer visits a Reebok or Gap store then they find just Reebok and Gap products in the respective stores. Boutiques or Concept stores are similar to specialty stores. Concept stores are very small in size, and only ever stock one brand. They are run by the brand that controls them. An example of brand that distributes largely through their own widely distributed concept stores is L'OCCITANE en Provence. The limited size and offering of L'OCCITANE's stores are too small to be considered a specialty store proper.



General store :   a rural store that supplies the main needs for the local

community;



Convenience stores:   is essentially found in residential areas. They provide

limited amount of merchandise at more than average prices with a speedy checkout. This store is ideal for emergency and immediate purchases as it often works with extended hours, stocking every day; 

Hypermarkets:  provides variety and huge volumes of exclusive merchandise at

low margins. The operating cost is comparatively less than other retail formats.



Supermarkets:   is a self-service store consisting mainly of grocery and limited

 products on non-food items. They may adopt a Hi-Lo or an EDLP strategy for  pricing. The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2). Example: SPAR supermarket.

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

Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof.



Category killers or Category Specialist : By supplying wide assortment in a

single category for lower prices a retailer can "kill" that category for other retailers. For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. Other retail format stores are forced to reduce the prices if a category specialist retail store is present in the vicinity.



E-tailors:  The customer can shop and order through internet and the merchandise

are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the  product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective  products and non-secure credit card transaction. Example: Amazon, Pennyful Penn yful and eBay.



Vending Machines : This is an automated piece of equipment wherein customers

can drop the money in the machine and acquire the products. Some stores take a no frills approach, while others are "mid-range" or "high end", depending on what income level they target.

Other types of retail store include:

Automated Retail stores are self-service, robotic kiosks located in airports, malls and grocery stores. The stores accept credit cards and are usually open 24/7. Examples include ZoomShops and Redbox. Big-box stores encompass larger department, discount, general merchandise, and warehouse stores.

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Retailers can opt for a format as each provides different retail mix to its customers based on their customer demographics, lifestyle and purchase behaviour. A good format will lend a hand to display products well and entice the target customers to spawn sales.

Global top five retailers Worldwide Top Five Retailers

Retail Sales Rank

Company

Country of Origin

1.

Walmart

US

2.

Carrefour

France

3.

Tesco

UK

4.

Kroger

US

5.

Metro AG

Germany

Operations Retail pricing

The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup amount (or percentage) to the retailer's cost. Another common technique is suggested retail  pricing. This simply involves charging the amount suggested by the manufacturer and usually  printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices or odd prices. Often  prices are fixed and displayed on signs or labels. Alternatively, when prices are not clearly displayed, there can be price discrimination, where the sale price is dependent upon who the 13

customer is. For example, a customer may have to pay more if the seller determines that he or she is willing and/or able to. Another example would be the practice of discounting for youths, students, or senior citizens.

Staffing

Because patronage at a retail outlet varies flexibility in scheduling is desirable. Employee scheduling software is sold which, using known patterns of customer patronage, more or less reliably predicts the need for staffing for various functions at times of the year, day of the month or week, and time of day. Usually needs vary widely. Conforming staff utilization to staffing needs requires a flexible workforce which is available when needed but does not have to be paid when they are not, part-time workers; as of 2012 70% of retail workers in the United States were  part-time. This may result in financial problems for the workers, who while they are required to  be available at all times if their work hours are to be maximized, max imized, may not have sufficient income to meet their family and other obligations.

Transfer mechanisms

There are several ways in which consumers can receive goods from a retailer:

Counter service , where goods are out of reach of buyers and must be obtained from the seller.

This type of retail is common for small expensive items (e.g. jewelry) and controlled items like medicine and liquor. It was common before the 1900s in the United States and is more common in certain countries like India.

Delivery,  where goods are shipped directly to consumer's homes or workplaces. Mail order from

a printed catalogue was invented in 1744 and was common in the late 19th and early 20th centuries. Ordering by telephone was common in the 20th century, either from a catalog, newspaper, television advertisement or a local restaurant menu, for immediate service (especially for pizza delivery), remaining in common use for food orders. Internet shopping - a form of delivery - has eclipsed phone-ordering, and, in several sectors - such as books and music - all other forms of buying. Direct marketing, including telemarketing and television shopping

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channels, are also used to generate telephone orders. Started gaining significant market share in developed countries in the 2000s.

Door-to-door sales , where the salesperson sometimes travels with the goo ds for sale.

Self-service, where goods may be handled and examined prior to purchase. Digital delivery or Download, where intangible goods, such as music, film, and electronic books and subscriptions to magazines, are delivered directly to the consumer in the form of information transmitted either over wires or air-waves, and is reconstituted by a device which the consumer controls (such as an MP3 player; see digital rights management). The digital sale of models for 3D printing also fits here, as do the media leasing types of services, such as streaming.

Second-hand retail

Some shops sell second-hand goods. In the case of a nonprofit shop, the public donates goods to the shop to be sold. In give-away shops goods can be taken for free. Another form is the pawnshop, in which goods are sold that were used as collateral for loans. There are also "consignment" shops, which are where a person can place an item in a store and if it sells, the person gives the shop owner a percentage of the sale price. The advantage of selling an item this way is that the established shop gives the item exposure to more potential bu yers.

Challenges To achieve and maintain a foothold in an existing market, a prospective retail establishment must overcome the following hurdles:

Regulatory barriers including 

Restrictions on real estate purchases, especially as imposed by local governments and against "big-box" chain retailers;



Restrictions on foreign investment in retailers, in terms of both absolute amount of financing provided and percentage share of voting stock (e.g., common stock)  purchased; 15



Unfavourable taxation structures, especially those designed to penalize or keep out "big box" retailers (see "Regulatory" above);



Absence of developed supply chain and integrated IT management;



High competitiveness among existing market participants and resulting low profit margins, caused in part by Constant advances in product design resulting in constant threat of product obsolescence and p rice declines for existing inventory;



Lack of properly educated and/or trained work force, often including management, caused in part by Lack of educational infrastructure enabling  prospective market entrants to respond to the above challenges.

Sales techniques Behind the scenes at retail, there is another factor at work. Corporations and independent store owners alike are always trying to get the edge on their competitors. One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in a certain demographic. The nation's largest retailers spend millions every year on in-store marketing programs that correspond to seasonal and promotional changes. As products change, so will a retail landscape. Retailers can also use facing techniques to create the look of a  perfectly stocked store, even when it is not.

A destination store is one that customers will initiate a trip specifically to visit, sometimes over a large area. These stores are often used to "anchor" a shopping mall or plaza, generating foot traffic, which is capitalized upon by smaller retailers.

Customer service

Customer service is the "sum of acts and elements that allow consumers to receive what they need or desire from your retail establishment." It is important for a sales associate to greet the customer and make himself available to help the customer find whatever he needs. When a customer enters the store, it is important that the sales associate does everything in his power to make the customer feel welcomed, important, and make sure he leaves the store satisfied. Giving 16

the customer full, undivided attention and helping him find what he is looking for will contribute to the customer's satisfaction.[4] For retail store owners, it is extremely important to train yourself and your staff to provide excellent customer service skills. By providing excellent customer service, you build a good relationship with the customer and eventually will attract more new customers and turn them into regular customers. Looking at long term perspectives, excellent customer skills give your retail business a good ongoing reputation and competitive advantage.

Statistics for national retail sales  United States

The United States retail sector features the largest number of large, lucrative retailers in the world. A 2012 Deloitte report published in STORES magazine indicated that of the world's top 250 largest retailers by retail sales revenue in fiscal year 2010, 32% of those retailers were based in the United States, and those 32% accounted for 41% of the total retail sales revenue of the top 250.[6]

U.S. Monthly Retail Sales, 1992 – 2010 2010 Since 1951, the U.S. Census Bureau has published the Retail Sales report every month. It is a measure of consumer spending, an important indicator of the US GDP. Retail firms provide data on the dollar value of their retail sales and inventories. A sample of 12,000 firms is included in the final survey and 5,000 in the advanced one. The advanced estimated data is based on a subsample from the US CB complete retail & food services sample.

 CE region

In 2011 the grocery market in six Central European [disambiguation needed] (CE) countries was worth nearly €107bn, 2.8% more than the previous year when expressed in local currencies. The increase was generated foremost by the discount stores and supermarket segments, and was driven by the skyrocketing

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 prices of foodstuffs. This information is based on the latest PMR report entitled Grocery retail in Central Europe 2012[8]  Consolidation

Among retailers and retails chains a lot of o f consolidation has appeared over the last couple of decades. Between 1988 and 2010, worldwide 40,788 mergers & acquisitions with a total known value of 2.255 trillion USD have been announced. [9] The largest transactions with involvement of retailers in/from the United States have been: the acquisition of Albertson's Inc. for 17 bill. USD in 2006, [10] the merger between Federated Department Stores Inc. with May Department Stores valued at 16.5 bill. USD in 2005[11] - now Macy's, and the merger  between Kmart Holding Corp and Sears Roebuck & Co with a value of 10.9 bill...

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2. COMPANY ANALYSIS

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HISTORY Big Bazaar was introduced by the Future Group in September 2001 with the opening of its first four stores in Kolkata, Indore, Bengaluru and Hyderabad within a period of 22 days. Started by Kishore Biyani, Big Bazaar was launched mainly as a fashion format selling apparel, cosmetics, accessories and general merchandise. Over the years, the retail chain has included in its portfolio a wide range of products and services, ranging from grocery to electronics.

The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is  popularly known as the „Indian Walmart‟ today.

In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank and launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store was also launched at High Street Phoenix mall in Mumbai, marking the retailer‟s entry into dedicated food retail.

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In 2003, Big Bazaar made its foray into small towns and cities. The first store in this category was launched that year in Nagpur. The franchise also welcomed its 10 millionth customer at its new store in Gurgaon in the same year.

Over the next two years, Big Bazaar consolidated its position in the Indian retail landscape. This  phase of growth included the setting up of o f the Mumbai store in Lower Parel, which registered a record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005, the first Big Bazaar Exchange Offer was launched, which has quickly gained popularity among customers. In 2006, further changes in loyalty marketing took place with the launch of the housewife-centric credit card, Shakti. Jewellery store „Navaras‟ was also launched that year within Big Bazaar stores which became the first store-in-store concept to be launched by the brand. Another dedicated retail format launched in 2006 is Furniture Bazaar.In 2007, Big Bazaar partnered with a shopping portal Futurebazaar.com and expanded its retail footprint to 50 stores. The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for Big Bazaar, with the launch of the 101st store. Joining the league of India‟s Super brands and voted among the top ten service brands in the country by the Pitch-IMRB international survey, Big Bazaar became much more than a household name. The year also saw the launch of the Monthly Bachat Bazaar (Monthly Budget Market) campaign, which provided significantly low prices and gave discounts on bulk purchases in the first week of the month.

Over the next two years, Big Bazaar carved its own niche in modern retail and became the largest brand in the hypermarket format. Capturing one-third of the food and grocery market in modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.

ABOUT THE COMPANY: MARKET SHARE IN RETAIL INDUSTRY

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Various formats and store concept Most Big Bazaar outlets are multi-levelled stores and are located in stand-alone buildings in city centres as well as within shopping malls. These stores have more than 2,00,000 Stock Keeping Units (SKU) in a wide range of categories, led primarily by fashion and food products. The retail space of these stores in the metros range between 50,000 and 1,60,000 sq. ft.

Since its launch in 2001 in metro cities like Kolkata, Bengaluru and Hyderabad, Big Bazaar is the largest Hypermarket chain with presence in 90 cities and towns across the country.

CSR activities As a part of Future Group, Big Bazaar is involved in various social activities that include green initiatives for the community, blood donation camps, Diwali celebrations with orphanages, visits to orphanages and other NGOs helping underprivileged children. These activities usually involve all members of the management as well as staff of Big Bazaar.

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

In September 2011, Future Group signed a strategic partnership with the Himachal Pradesh Government to directly source, market and promote the state‟s  products and services through its Big Bazaar stores stores under the brand „Himachal‟. The aim of this partnership is to aid the development of various „source-to„source-tomarket‟ initiatives to enhance livelihoods for more than 25,000 families in the state.



Big Bazaar created a platform called Yatra to provide women of self-help groups across various towns and regions of Maharashtra and Gujarat the opportunity to market their wide assortment of indigenous food and non-food products. As part of the programme, women from over 30 regional self-help groups were invited, encouraged and helped to set up stalls to exhibit their products at Big Bazaar stores.



Big Bazaar Mysore started offering a free wholesome meal to all its customers, who in return contribute „Shraddha Anussar‟ for a community cause. In other words, the customers donate any amount for the meal which would be used for a local, regional or topical cause.

Schemes and innovations The introduction of „Sabse Sasta Din‟ (Cheapest Day) in the year 2005 was a turning point for the Big Bazaar franchise. As part of this effort, the Republic Day holiday was used to ensure that consumers visited Big Bazaar outlets across the country in large numbers to get required household items at cheaper rates.

Taking cue from this highly successful concept, another initiative was introduced, named the „Purana do aur naya lo‟ (give old and get new) scheme. In this scheme, consumers were asked to  bring and sell old clothes, utensils and other household ho usehold items in exchange of discount coupons. The concept proved to be a success yet again as people from across the country responded spontaneously, in spite of the different preconditions associated with it.

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The franchise further inaugurated the concept of „Hafte ka sabse sasta din‟ (Cheapest Day of the Week), wherein Wednesday was designated to be the day when special discounts were offered to consumers during a week.

Wednesday Bazaar The concept of Wednesday Bazaar was promoted as „Hafte Ka Sabse Sasta Din‟ (Cheapest Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw customers to stores on Wednesdays, the day when consumer presence is usually less. According to the chain, the aim of the concept was „to give homemakers the power to save the most.

Big Bazaar introduced „Sabse Sasta Din‟ (Cheapest Day) with the the intention of attaining a sales figure of Rs 26 crore in a single day. The concept became such a hit that the time period for the offer had to be increased from one day to three days in 2009 (January 24 to 26) and to five days in 2011 (January 22 to 26).

Maha Bachat The concept of „Maha Bachat‟ (Mega Saving) was introduced in the year 2006 as a single day campaign with attractive promotional offers across the company outlets. Over the years, the concept has grown to become a six-day biannual campaign. During this campaign, attractive offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

Introduced on February 12, 2009, „The Great Exchange Offer‟ allows customers to exchange their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand new goods from Big Bazaar outlets across the nation.

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VISION  To deliver everything, everywhere, every time to every Indian customer in the

most possible manner.  One of the core value of future group is Indian ness and is cooperate credo is

rewrite rules –  rules – retain retain value.

MISSION

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 We Share the vision and belief that our customer and stakeholder shall be served

only by creating and executing future scenario in the consumption space leading to economic development.  We will be the trendsetter in evolving delivery formats creating retail making

consumption affordable for all customer segment –  segment – for for classes and masses.  We shall infuse Indian brands with confidence and renewed ambition.  We shall be efficient and, cost conscious and committed to quality in whatever we

do.  We shall ensure that out positive attitude, sincerity, humility and united

determination shall be the driving force to make u s successful.

CORE VALUES  Indianans confidence in ourselves.  Leadership: to be a leader, both in thought and business.  Introspection: leading to purposeful thinking.  Openness: to be open and receptive to new ideas, knowledge and information.  Valuing and nurturing relationships to build long term relationships.  Simplicity & positivity: simplicity and positivity in our thought business and work.  Adaptability: to be flexible and adaptable, to meet new challenges un iversal laws of nature.  Flow: to respect and understood the universal

ORGANISATIONAL ORGANISATIONAL HEIRARCHY

AREA MANAGER

HEAD STORE MANAGER

ASSISTANT STORE MANAGER 26

FLOOR MANAGER

ACCOUNT MANAGER

ROLE OF AREA MANAGER Area Managers are too valuable to be thrown in at the deep end. They need the best initial training possible. This is the ideal „covering the ve ry basics‟ workshop. The focus is on the A rea Manager Function, the tasks required of the job and the qualities required to „lead‟ rather than  just „manage‟. Thinking ahead, analyzing the current situation, and formulating a written business development strategy is an essential starting point for all newly appointed Area Managers. On completion of this workshop your area managers will have started formulating a strategic development plan for their areas and discussed methods of communicating the plan to all managers within their areas of responsibility.

ROLE OF HEAD STORE MANAGER HEAD Store managers can be found in all shops as they are the main cog in its running. They are employed to ensure that the day-to-day operation of the shop is efficient and effective, with the main aim of bringing in the maximum profit possible. They are responsible for all employees within the store and are present to ensure the shop runs without hitch. Every shop needs a store manager, making it a very versatile job that is widely in demand. The retail sector employs around 11% of the UK‟s total workforce, so there are many opportunities opportunities available in this field 27

ASSISTANT STORE MANAGER 

Trains store staff by reviewing and revising orientation to products and sales training materials; delivering training sessions; reviewing staff job results and learning needs with retail store manager; developing and implementing new product training. 

Evaluates competition by visiting competing stores; gathering information such as style, quality, and prices of competitive merchandise.



Purchases inventory by researching emerging products; anticipating buyer interest; negotiating volume price breaks; placing and ex pediting orders; verifying receipt.

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Attracts customers by originating display ideas; following display suggestions or schedules; constructing or assembling prefabricated display properties; producing merchandise displays in windows and showcases, and on sales floor.



Promotes sales by demonstrating merchandise and products to customers.



Helps customers by providing information; answering questions; obtaining merchandise requested; completing payment transactions; preparing merchandise for delivery.



Prepares sales and customer relations reports by analyzing and categorizing sales information; identifying and investigating customer complaints and service suggestions.

FLOOR MANAGER

Retail Floor Manager Jobs have a responsibility for the day-to-day management of a department or store in accordance with overall company policy. The main focus of any Retail floor manager jobs is to improve the commercial performance of the store by increasing its turnover and maximizing profitability. Achieving performance objectives will require action in one of the main areas of retail activity: store operations; human resources; finance; buying; customer care; marketing; logistics; information technology; and administration.

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Major parts of the retail floor manager jobs on a day-to-day basis include managing staff, finding new ways to improve sales, and meeting customer demand.

ACCOUNT MANAGER

An account manager is a person who works for a company compan y and is responsible for the management of sales, and relationship with particular customers. The account manager does not manage the daily running of the account itself. They manage the relationship with the client of the account(s) they are assigned to. Generally, a client will remain with one account manager throughout the duration of hiring the company. Account managers serve as the interface between the customer service and the sales team in a company. They are assigned a company's existing client accounts. The purpose of being assigned particular clients is to create long term relationships with the portfolio of assigned clients. The accou nt manager serves to understand the customer's demands, plan how to meet these demands, and generate sales for the company as a result.

SWOT ANALYSIS

Strengths:

1.

Big Bazaar is one of the largest retail hypermarket in India with 214 stores (as on June12‟) located all over India.

2.

It is owned by Future group, which owns other retail brands like Central Hypermarket, Brand Factory, Pantaloons, eZONE, Hometown, futurebazaar.com. 29

3. It offers a wide range of product category like fashion and apparel, food products, leisure & entertainment section general merchandise, furniture, electronics, books, fast food. 4.

The customers enjoy better shopping experience and discount offers.

5. Big bazaar brings lot of innovation in retail shopping sector by bringing attractive  promotional programs. (Wednesday Bazaar, Sabse Sasta Din, Maha Bachat, The Great Exchange Offer). 6. Its economy pricing model attracts Indian customers to large ex tent BIG BAZAR.

Weakness:

1. Customers face delays in billing services during offer seasons. 2. Big bazaar doesn‟t have wide range of branded products. 3. The customers perceive its products to have low quality due to its economy  pricing strategy like Walmart. 4. Most of the products are sold under its own private labels. 5. There were recent controversies with Big Bazaar for holding expired and adulterated stocks. 6. Offers are given only for selected brands.

Opportunity:

1. There are lot of opportunities available for expansion to rural and semi-urban markets 2. The volume of organized retailing in India is only 5-7% and players like Big Bazaar have lot of scope to fill the gaps

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3. The increase in disposable income of Indian middle class families and the increase in

earning youth population have increased the buying potential

4. The consumers are looking for purchasing produc ts in malls and supermarkets 5. People prefer to shop all products in one roof and the consumers shopping experiences have changed to new dimensions 6. Big Bazaar has partnered with several other players in India and across the world for joint ventures.

Threats:

1. Availability of space to set up large infrastructure is difficult 2. The government policies keep changing and the foreign players entering into retail

segment may cause threats

3. There are other existing players like Sponsors, Sponsors, Aditya Birla‟s More, Reliance, Tata, Heritage etc 4. Training staff members and retailing is big challenge for human resources department 5. The economic slowdown has resulted in job cuts which reduces buying power.

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3. DISCUSSION ON TRAINING

Roles and responsibilities:



To know the perception of customer and their satisfaction level in home fashion.



Collect data regarding different product of home fashion.



Attending the customer on mahabachat offer day and providing different services.

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

Like gift wrapping, home delivery and special offer.



Providing services at customer seva desk.



Interact with customer regarding awareness of advertisement in local newspaper.



Sell profitclub cards to customers.

.

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4. ANALYSIS OF RESEARCH UNDER TAKEN

INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers, distributors, advertising agencies, consultants, transporters, financers, store agencies and every one as a counter are part of the marketing system. Any exchange process be it consumer, goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very often 34

regarded that the development of markets and marketing is synonymous with the economic development of account. Through marketing is an action discipline. In the ever-growing corporate world, marketing is being regarded as a crucial element for the success of an Enterprise.

The marketing discipline is undergoing fresh re appraisal in the light of the vast global, technological, economic and social challenges facing today‟s companies and countries. Mar keting keting at its best is about value creation and raising the world‟s living standards. Todays „winning companies are those who succeed most in satisfying, indeed delighting their target customers.

As quoted by P.P.Drucker Marketing is so basic that it cannot be considered a separate function. It is whole business seen from the point of view of its final result, that is, from the customer‟s  point of view. Business success is not determined by the producer but by the customer

´Philip Kotler has therefore defined marketing as it is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of values with others´. Many Indian companies espouse a satisfied customer philosophy and describe marketing as customer-satisfaction engineering. Since the economy in this country has changed from a primary condition of scarcity to gradual and steady stage of affluence, largely giving consumers the opportunity to choose among many varied alternatives, satisfaction has become a major concern o f business. INTRODUTION TO CONSUMER BEHAVIOR: One thing that we have in common is that we all are consumers. In fact everybody in this world is a consumer. Every day of our life we are buying and consuming an incredible variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt different behaviour patterns while making purchase decisions.

The term consumer behaviour refers to the behaviour that consumers displaying searching for purchasing using evaluation and disposing in searching for purchasing using evaluating and disposing of products and services that they exact will satisfy o how individuals make decisions to send their available resources

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(time, money and effort) on consumption related items. It includes the study of What they buy´, ´Why they buy´, When they buy it´, Where they buy it´, how often they buy it´ and how often they use.

DEFINITIONS: Consumer Behaviour (or Buyer Behaviour) is broadly defined by various scholars & researchers as:

1. It‟s the behaviour displayed by the consumers during the acquisition, consumption and disposition of  products, services, services, time time and ideas ideas by decision decision making making units.

2. It is the body of knowledge which studies various aspects of purchase and consumption of products and services by individuals with various social and psychological variables at play.

3. The behaviour that the consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.

4. The process and an d activities people peopl e engage in when searching searchi ng for, selecting, purchasing, using, u sing, evaluating, evaluating, and disposing of products and services so as to satisfy their needs and desires.

5. The activities directly directl y involved in obtaining, consuming, consu ming, and disposing of products and services, servi ces, including the decision processes that precede and follow these actions. 6. The American Marketing Association (AMA) defines consumer behaviour as The dynamic interaction of cognition, behaviour & environmental events by which human beings conduct the exchange aspect of their lives. Consumer behaviour is helpful in understanding the purchase Behaviour and preferences of different consumers. As consumers, we differ in terms of sex age, education, occupation, income, Family setup, religion, nationality and social status. Because of this different background factors, have different needs and we have only buy those products and services, which we think, will satisfy our needs.

A MODEL OF CONSUMER BEHAVIOUR: A consumer decisions to purchase a particular product of service is the result of complex interplay of a number of variables. The starting  point of the decision process is provided by the company‟s company‟s marketing stimuli in the shape of product, promotion, price and distribution strategy. Consumer often purchase new  products that are associated associated with a favourable viewed viewed brand name. name. The term consumer consumer behaviour refers refers to

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the behaviour that consumer displaying searching for purchasing, using, evaluating and disposing of  products and services that they they expect will satisfy satisfy these needs. needs.

The study of consumer behaviour in the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of what they buy´, why they buy´, when they buy´, where they buy‟, how often they buy´ and how they use´

MODEL OF CONSUMER BEHAVIOUR 

Consumer Decision

Marketing Other stimuli Stimuli

Consumer Consumer Characteristics Decision Process

Culture Product Price Place Promotion

Economic Technological Political Cultural

Social Personal Psychological

Problem recognition Information Search Evaluation Decision Post Purchase Behaviour.

Product Choice Brand Choice Dealer Choice Purchasing Timing Purchasing Amount

NEED FOR THE STUDY: Consumer behavior plays a major role for the growth of the company in the modern market scenario. The basic idea of this study is to find the consumer behavior towards Big Bazaar. The needs have to be recognized and necessary steps have to be taken to make the changes. 37

India is growing rapidly and changes are dynamic. People are changing, the preference and the demand is changing. The market also has to change accordingly.

The purpose of consumer behavior is not only for retaining the customers but also attracting new customers and increasing the sales also creating and maintenance of brand awareness. In this competitive market the level of consumer satisfaction decides the success of any product and any company. The night consumers have to be targeted and the right strategy should be implemented at the right time. This will give the desired results.

OBJECTIVES OF THE STUDY: The main objective is to determine the current cu rrent consumer behavior levels of the customers with regards to Big Bazaar.

 To study and analyze consumer shopping behavior towards Big Bazaar.

 To assess the behavior level of different type of customers shopping at Big Bazaar.

 To identify what type of strategies are suitable for the compan y to reach the targeted

customers.

 To find out the factors which influence the consumption of the products in Big Bazaar.

 To identify effective advertising sources which are influencing customer pu rchasing

 behavior at Big Bazaar.

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample of respondents who are representatives of a larger group. The information is recorded on a form

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known as questionnaire. As data are gathered by asking questions from persons who are believed to have desired information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD: 

It can secure both quantitative and qualitative q ualitative information directly from the respondents.



It is the only method of directly measuring attitudes and motivations.



It is quite flexible in terms of the types of data to be assembled, the method of collection or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define research as the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of art´.

TYPES OF RESEARCH

1. Exploratory Research, 2. Descriptive Research, Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main  purpose of such studies in that of formulating a problem for more precise investigation or of developing the working hypothesis forms an operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its association with something else. In this project, information pertaining to customer needs satisfaction and their demographic profile was collected; hence it is a descriptive research. 1) Primary data: Meaning: Primary sources of data are the data which needs the personal

efforts of collect it and which are not readily available. Primary source of data are the other type of source through which the data was collected. Following are few ways in the data was collected:

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1. Questionnaires: It is the set of questions on a sheet of paper was being given to fill it, bases

on which the data was interpreted. 2. Direct interviewing: Direct interviewing involved the process where I asked the questions

directly to the customers and I got the feedback.

2) Secondary data: Secondary sources are the other important sources through which the data

was collected. These are the readily available sources of the data where one had need not put much effort to collected, because it is already been collected and part in an elderly manner by some researcher, experts and special. The secondary sources helpful for the study were

1) Text books like marketing management research methodology Advertisement and sales  promotion etc. 2) Internet was made use for the collection of the data 3) Newspapers were also referred. 4) Business magazines were referred.

3) Sample size: By using judgment random sampling technique 100 respondents are selected for

the purpose of the study. 4) Period of study: The study is undertaken in the duration of 30days. 5) Research approach : The survey method was adopted for collected the primary data. Survey

research is systematic gathering of data from respondent through qu estionnaire. 6) Research instrument: The data for this research study was collected by survey technic using

interview method guided by questionnaire. 7) Collection of Data: Questionnaire and personal interviews are the methods that I have used

for collecting the data.

SCOPE OF THE STUDY

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My scope is limitation to one Branch (RAJAJI NAGAR). The scope of the study is to identify the consumer behavior towards Big Bazaar. It is aimed at enlightening the company about different steps to be taken up to increase the share of Big Bazaar with regard other competitors and also to make the company to provide better customer services. The scope of the study is only confined to the area covered under Bangalore and only confined in studying about the consumer  behavior towards Big Bazaar.

LIMITATIONS:

 Time has been a major constraint throughout the study as it has been only for duration of

1 months.

 As this survey was restricted to Bangalore this cannot be stated as an in depth research on

this subject. qu estionnaire, still some errors may creep in.  Enough care is taken in formulating the questionnaire,

 The consumer behavior varies according to different products.

 Quality verses price was not taken into the consideration.

The project is based on the interview methodology by a sutured questionnaire and the personal skills of the person undertaking the project affect the results.

ANALYSIS AND INTERPRETATION I NTERPRETATION Q1) Respondents in Gender?

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Table no1 –  Number  Number of Respondents in Gender

Gender Male Female

No of Customers 77 23

Percentage 77% 23%

Sample size: 100 ANALYSIS

The above table shows 77% of the respondents are male, 23% of the respondents are female

Chart No 1 - Showing Respondents in Gender

Genders 90 80

77

70 60 50 40 30

23

20 10 0 Male

Female

Sample size: 100 INTERPRETATION

From the above graph we can interpret that majority of the respondents are male and other are female

Q2) Age groups? Table No –  2  2 Customers Age groups

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Age Groups Less than 25 25-35 35-45 46-55 56 and above

No of customers 30 48 17 3 2

Percentage 30% 48% 17% 3% 2%

Sample size: 100

ANALYSIS

The above table shows 30% of customers are age group of less than 25 & 48% are age group of 25-35 & 17% are age group of 35-45 & 3% are age group of 46-55 and 2% of them are age group of 56 and above

Chart No –  2  2 Showing Customer Age groups

No of Customer Customerss [VALUE]% [VALUE]% [VALUE]% [VALUE]%

[VALUE]%

48% less than 25

25-35

36-45

46-55

56 and above

Sample size: 100 INTERPRETATION

From the above graph we can interpret that majority of the respondents are age group of 25-35 from this we can say that large of visitors to Big Bazaar are age group of 25-35 and 30% of visitors are age group less than 25. Hence company should concentrating on attracting customers of age group from less than 35 Q3) Marital Status? Table No3 –  Respondents  Respondents Marital Status

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Marital Status Married Un married Sample size: 100

No of Customers 60 40

Percentage 60% 40%

ANALYSIS

The above table shows 60% customers are married and 40% of customers are unmarried

Chart No3 –  Showing  Showing Respondents Marital Status

Marital Status

Married

40%

Unmarried

60%

Sample size: 100 INTERPRETATION

From the above graph we can interpret that 60% of the respondents are married and reaming 40% respondents are unmarried as we conclude majority of customers are married then unmarried. Hence the company should focus more on married people

Q4) Income per month? Table No4 –  Respondents  Respondents Income Level per month Income per month

No of Customers

Percentage

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