1. INTR INTROD ODUC UCTI TION ON 1.1 An Overview
As customer’s tastes and preferences are changing, the market scenario is also changing from time to time. Today’s market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today’s world. Technology is one of the major factors which is responsible for this paradigm shift in the mark. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets outlets and specialty specialty stores. stores. In today’s today’s world shopping shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. My study is based on a survey done on customers of a hypermarket named big bazaar & Dmart. It is a type of market where various kinds of products are available under one roof. My study is on determining the customer’s buying behavior in big bazaar and Dmart and the satisfaction level of customers from these retail stores. Big Bazaar is part of Future Group, which also owns the Central Hypermarket , Brand Factory, Pantaloons, eZONE, HomeTown, KB's Fair Price to name a few and is owned through a wholly owned subsidiary of Pantaloon Pantaloon Retail India Limited(BSE: 523574 523574 ), that is listed on Indian stock exchanges.
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Calcutta, Indore, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 152 Big Bazaar stores in 90 cities and towns across India. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including Page | 1
apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The curren currentt format formatss includ includee Big Bazaar Bazaar,, Food Food Bazaar Bazaar,, Electr Electroni onicc Bazaar Bazaar and Furnit Furniture ure Bazaar. The inspiration behind this entire retail format was from Saravana Stores, Stores, a local store in T. Nagar, Chennai The stores are customized to provide the feel of mandis and melas . while offering the modern retail features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big Bazaar is popularly known as the "Indian Walmart". Walmart". Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all their their daily daily hous househo ehold ld needs. needs. A wide wide select selection ion of hom homee utilit utility y produc products ts is offere offered, d, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a truste trusted d and well-e well-esta stabli blishe shed d sho shoppi pping ng destin destinati ation on in Mahara Maharasht shtra, ra, Gujara Gujarat, t, Andhra Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India. This Th is mark market et fiel field d surv survey ey will will help help in know knowin ing g the the pres present ent cust custom omer erss tast tastes es and preferences. It will help me in estimating the customer’s customer’s future needs, wants & demands.
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Indian consumption cosmos
During During past past decades decades privat privatee final final consum consumpti ption on expendi expenditur turee has been the key driver economic growth in India.
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1.2 CONSUMER BUYING DECISION PROCESS Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio psychology, and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. gen eral. Consumer buying behavior is influenced by the major three factors:
1. Social Factors. 2. Psychological Factors. 3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups.
B. Psychological Factors
Page | 4
These are internal to an individual and generate forces within that influence her/his purchase behavior. The major forces include motives, perception, learning, attitude and personality.
C. Personal Factors
These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors.
Consumer decision making process generally involves five stages:
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1.3 Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd., which in turn is a segment of the Kishore Biyani, regulated Future Group of Companies. Moreover the customer friendly ambiance and the organized retailing of products also make Big Bazaar one of the successful retail companies in India. Big Bazaar, a part of the Pantaloon Group , is a hypermarket offering a huge array of goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in different parts of India, is present in both the metro cities as well as in the small towns. Big Bazaar has no doubt made a big name in the retail industry of India, moreover shopping here is further made a memorable experience with the varied rates of discounts on products as well as discount vouchers available in a variety of amounts, like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and accessories. The variety of product range in Big Bazaar
This large format store comprise of almost everything required by people from different income groups. It varies from clothing and accessories for all genders like men, women and children, playthings, stationary and toys, footwear, plastics, home utility products, cosmetics, crockery, home textiles, luggage gift items, other novelties, and also food products and grocery. The added advantage for the customers shopping in Big Bazaar is
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that there are all time discounts and promotional offers going on in the Big Bazaar on its salable products.
The significant features of Big Bazaar
Shopping in the Big Bazaar is a great experience as one can find almost everything under the same roof. It has different features which caters all the needs of the shoppers. Some of the significant features of Big Bazaar are: •
The Food Bazaar or the grocery store with the department selling fruits and vegetables
•
There is a zone specially meant for the amusement of the kids
•
Furniture Bazaar or a large section dealing with furniture’s
•
Electronics Bazaar or the section concerned with electronic goods and cellular
phones •
FutureBazaar.com or the online shopping portal which makes shopping easier as one can shop many products of Big Bazaar at the same price from home
•
Well regulated customer care telecalling services
Founder & group CEO Mr. Kishore Biyani is one of India leading business house with multiple businesses spanning across the consumption space. While retail firms the core business activity of future group, group subsidiaries are present in consumer finance, capital, insurance, brand development & entertainment. The first set of Big bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore. Page | 7
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which work on Wal-Mart type economies of scale. They have had considerable success in many Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It is a very innovative idea and this hypermarket has almost anything under one roof….Apparel, Footwear, Toys, Household Appliances and more. The ambience and customer care adds on to the shopping.
Big Bazaar’s Commitment
Our commitment is to deliver sustained growth, through empowered people, acting with responsibility and building trust with customers. Here’s I am explaining what this means:
Sustained Growth is fundamental to motivating and measuring our success. Big
Bazaar’s quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether today’s actions will contribute to our future. It is about growth of people and company performance. It prioritizes making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that you feel
will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the company’s needs.
Responsibility and Trust form the foundation for healthy growth. It’s about earning the
confidence that other people place in us as individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and customers by talking not by mouth but by our superior customer service and being committed to succeeding together.
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Customer Segmentation for Big Bazaar
Big Bazaar targets higher and upper middle class customers. The large and growing young working population is a preferred customer
segment. Big Bazaar specifically targets working women and home makers who are the primary decision makers.
About Big Bazaar
Hyper mart Chain of development store in India
Out let
104 out lets Located in India
Parent group
Future group
Owner
Kishore Biyani (CEO)
Founded
2001
Head quarter
Jogeswari , Mumbai
Industry
Retail
website
www.bigbazar.com
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Products available in Big bazaar
APPARELS
Denims
FOOD
&
FARM
CHILD CARE & HOME
PRODUCT
TOYS
PERSONAL CARE
Fruits
Soft Drinks
Shampoos
Ready to eat
Vegetables
Packaged Juices
Detergents
Ready to cook
Imported
Milk Items
Soaps
Frozen Foods
Liquid wash
Ice Creams
Creams
T- Staples
Shirts Fabric
&
Cut
piece
Fruits Formal Wear
International Food
Casual Wear
Dairy Products
Spices Deodorants
Party Wear Imported Bazaar
Home cleaners
Ethnic Wear Tea & Coffee Accessories Under Garments Night Wear Dress Materials
Utensils Plastics Crockery Sundries
Sarees
Page | 10
&
ELECTRONICS
FASHION
& FURNITURE
BAZAAR
JEWELLERY
Television sets
Footwear
CHILL
OTHER
BAZAAR
STATION
SERVICES
Living Room
KidsWear
Mr. right
Bed Room
Toy Bazaar
Bakery
Kitchen
Stationary
Loot Mart
Dinning
Child Care
Future Money
Bazaar Washing Machines Refrigerator Personal Care
Beauty Care Navara Star Parivar
Rooms Future Generally
Microwaves
Kids Room
Small Appliances
Been Bags
Laptops
Paintings
Computer
Decorative
Accessories
Items
Kitchen Appliances
SWOT ANALYSIS OF BIG BAZAAR
Page | 11
A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This analysis will explain about the strengths, weaknesses, opportunities and threats of big bazaar. Strengths of Big bazaar
Weaknesses of Big bazaar
•
Large variety option
•
Cheap price
•
Huge customer Base
•
Low in product quality
•
Volume sales
•
Unable to provide enough
1.4
•
Lacks in branded products
parking space to its
Opportunities for Big bazaar •
To open up more and
•
Opening up of other
more number of big
discounted stores like Vishal
bazaars in different cities
mega mart
of the country. •
customers Threats for Big bazaar
•
To bring in the customers of other retail outlet by dealing with branded
Convenience of customers to nearby kirana stores
•
Availability of products in other retail outlets
products. •
Add more products to its product category
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“TO BE THE LOWEST PRICED RETAILER IN THE AREA OF OPERATION / CITY / REGION.” VISION
IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY & MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR CUSTOMER’S EVERYDAY USE & AT THE BEST VALUES THAN ANYBODY ELSE. Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all their daily household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India. Culture At ASL, we’re strong believers in deriving excellence in customer service through systemic training and rigor at work. We value simplicity and humility in our people and strongly believe that integrity and merit is the only route to growth at ASL. D-Mart has established itself firmly in the new retail topography of urban India because it works on a rather unique business model. The strategy is quite simple, yet it is one that, in its nuances, has helped the company achieve quick profitability; it is a concept that the big boys still wistfully sigh at. D-Mart sets up stores in dense residential complexes. ADVERTISING & PROMOTION
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D-Mart hoardings can be found on the lamp-posts on major roads in Navi Mumbai area. D-MART usually advertises in major newspapers giving information about their latest offers Promotion and sales offers were present for most of the items. E.g. There were a discount of 10 % on all CINTHOL products and Cadbury chocolates. There was one separate whole shelf for products that were offered at huge discount for instance “HALDIRAM” sweets were selling at Rs.25 wherein the actual MRP was Rs.45. PRICING
The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed. D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on medical product, except grocery, vegetables and fruit items. (Bundled price) Two or more products were packed and were available at a discounted price.
E.g.:- Santoor soap bundled along with a Wipro CFL bulb.
Multiple unit pricing: - This strategy was followed for stimulating sales.
E.g.:- Soap bars bundled together
Presence
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D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and Solapur. Today D-Mart is established in 50 locations across Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in:
Maharashtra •
•
Mumbai Navi Mumbai
Gujarat •
Ahmedabad
•
Rajkot
•
Thane
•
Baroda
•
Pune
•
Surat
•
Solapur
•
Anand
•
Sangli
•
Kolhapur
•
Amravati
•
Jalgaon
Andhra Pradesh •
Hyderabad
Karnataka •
Bengaluru
CATEGORY OF PRODUCTS
1. Grocery 2. Fruit & Vegetables Page | 15
3. Beverages 4. Frozen Food 5. Dairy products 6. Personal and Home care 7. Footwares 8. Cosmetic Items/ Beauty care 9. Medicines 10. Household utensil 11. Fashion accessories. 12. Movie CD’s and Gifts articles 13.Apparels/Garments
SWOT ANALYSIS FOR D-MART
Strengths of Dmart •
Low price, competitive price
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•
Good/stable image as a retail store
•
Spacious and situated at a prime location
Weakness of Dmart •
Low brand loyalty among customers. Big bazaar has huge loyalty factor
•
Poor space utilization in stores.
•
•
No backing of a known corporate/business house. Doesn’t sell electronic equipments, which are currently in hu ge demand.eg Laptops, Plasma TV’s, Digital cameras, Mobile phones.
•
Stand alone stores, not situated in any commercial building/malls/hub.
Opportunities for Dmart •
Booming retail sector.
•
Limited presence in Suburbs, town markets can be potential untapped markets in major cities.
Threat for Dmart •
Presence of competitors like Big bazar, Walmart, Reliance retail.
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2. REVIEW OF RELATED LITERATURE
With a slogan of "Is
se sasta aur accha kahin nahi!" ("Nowhere
cheaper or better
than this!"), the Big Bazaar targets itself directly at the average Indian's love of following the crowd and scrambling for a good discount. The study shows customers buying pattern with Big Bazaar & Dmart in semi urban area. Its provide guideline for further research in Semi urban area for organized retail. Research says about customer buying behavior towards Big Bazaar & Dmart in semi urban area. The study rate of customer satisfaction level with Big Bazaar & Dmart for semi urban area. The research is also important to identify Market size, growth and Market Potential of Big Bazaar & Dmart in semi urban area. The research shows future Scenario of Big Bazaar & Dmart in current perspective. The study shows Opportunities and challenges for Big Bazaar & Dmart respect of internal & external environment. Research say about main competitors in the field of organized retail sectors. The study provide guideline to further extension of Big Bazaar & Dmart in Semi urban area .The study provide help to know the customers satisfaction with Big Bazaar & Dmart stores. Of 24 years, nuclear families in urban areas, along with increasing workingwomen population and emerging opportunities in the services sector are going to be the key growth drivers of the organized retail sector in India. Some Key Facts:• Retail is India’s largest industry accounting for over 10 percent of the country’s GDP and around 8 percent of the employment• The market size of Indian retail industry is about US $312 billion. India’s Consumption Cosmos During the past decade, Private Final Consumption Expenditure has been the key driver of economic growth in India. Big Bazaar, one of the biggest retail format of Pantaloon Retail (India) Limited, has democratized shopping in India and is much more than a hypermarket. Here, one finds over 170,000 products under one roof that cater to every need of a family, making Big Bazaar India’s favorite shopping destination. Where Big Bazaar scores over other stores
is
its
value
for
money
proposition
for
the
Indian
customers. Page | 18
Spread across 45000 sq.ft. 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 surprisingly low prices. In recent years, Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering. However, consistent low price for the products is not only the universally desired characteristic; it is also a surrogate for different offers provided by these stores at different intervals of time. Future Group Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 35,000 people and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail. A study by McKinsey points out that India's market for consumer goods can reach a w $450 billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has said: "India represents an economic opportunity on a massive scale, both as a global base and a domestic market." The report, however, finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector. "Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing.
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Avenue Supermarts Private Limited (ASPL), headquartered at Mumbai, Maharashtra, owns and operates supermarkets and hypermarkets under the store name Dmart. Dmart aims to be a one stop destination for all daily need products for the entire family. Dmart is currently operating 12 stores in Ahmedabad, Mumbai, and Baroda. It offers a wide range of products such as personal care items, food, beverages, home accessories, kitchen ware, table ware, contemporary and traditional clothing for men and women, a range of fashion accessories, soft furnishings such as bed, table, wall, flooring, curtains and covers, stationeries and many more
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2.1 Scope of Study
The scope of this research is to identify the buying behavior of customers of Big Bazaar & Dmart. This research is based on primary data and secondary data. Due to time constraint only limited number of persons contacted. This study only focuses on Semiurban buying behavior of customers because the research is conducted in Kandivli area. The study does not say anything about rural buying behavior of customer because rural norms/status/attitude & acceptance of the rural customers differs with urban customers. The scope of research is limited for semi urban area. It provides help to further the research for organized retail sector in semi urban area. It aim to understand the skill of the company in the area like technological advancement, competition in management.
2.2 ASSUMPTIONS FOR THE STUDY •
The research is done by not focusing on the effects of time and cost consideration.
•
The selected sample unit, sample and sample size will be representing the target population.
•
The method of convenient sampling and sample frame selection will not lead to much error in answers.
2.3 OBJECTIVES OF THE STUDY 1. To find out the reasons why customers prefer Big Bazaar or Dmart. 2. To determine the current status of Big Bazaar & Dmart. 3. To find out the customers response towards Big Bazaar & Dmart. 4. To study the satisfaction level of customers in different attributes of Big Bazaar &
Dmart. Page | 21
5. To identify main competitors of Big Bazaar & Dmart.
2 .4 NEED OF THE STUDY
The need of this research is to identify why customers prefer Big Bazaar or Dmart. It aims to understand the skill of the company in the area like technological advancement, competition in management.
The study provides help to know the
customers satisfaction with Big Bazaar or Dmart store.
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3. RESEARCH DESIGN The research in this case is exploratory research. Exploratory research: Since this research helps to assist the decision maker in
determining, evaluating and selecting the factors which prompt consumers to buy products from Big bazzar or Dmart.
Information has been collected from a given sample of population only once by drawing the sample of respondents from the population. A Research Design consists of the following parameters •
Exploratory research will be done on the information collected
•
The measurement and scaling procedure that can be adopted for the research are dependent on the questionnaire designed and validity or degree of precision desired.
•
Questionnaire design
•
Sampling process and sample size.
3.1 Data Collection Secondary data:
Secondary data was collected mainly through the Internet, companies’ websites and the company’s report. Primary data:
Page | 23
The Primary Data was collected from the survey which involved meeting with consumers and getting a Questionnaire filled.
Defining the target population:
With regards to consumers any individual visitng Big bazzar or Dmart. Sampling Frame:
Consumers were selected on the basis of convenient judgmental sampling. Sample size
The Sample Size for Consumers is 100.
3.2 Tools used for Data Analysis FACTOR ANALYSIS:
A statistical technique in which number of variables are grouped into several factors . It is data reduction technique. Variables in a particular factor have strong correlation those variables. Factor analysis is a statistical procedure used to uncover relationships among many variables. This allows numerous intercorrelated variables to be condensed into fewer dimensions, called factors. Chi Square:
Page | 24
The Chi Square Test of Independence tests the association between 2 categorical variables.
3.3 Hypothesis:
A tentative explanation for an observation, phenomenon, or scientific problem that can be tested by further investigation.
Something taken to be true for the purpose of argument or investigation; an assumption
Null: There is no association between the two variables. Alternate: There is an association between the two variables.
1. Do you buy from a selected store every time or do you keep on shifting stores?
Ho: Do buy buy from a selected store H1: Do not buy from a selected store 2. Apart from Big Bazaar or D Mart do you intend to visit any other outlet?
Ho: Do not visit any other outlet H1: Do visit other outlet
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3.4 LIMITATION Certain limitations do creep in a research study due to constraints of the time, money and human efforts, the present study is also not free from certain limitation, which were unavoidable. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints.
Some customers were not willing to give appointment due to their busy schedule.
Due to very large size of the population, only a selected sample of customer could be contacted.
Due to time constraint and other imperative work load during the period it could not be made possible to explore more area of concern pertaining to study.
Also impossible for company to prove information is confidential.
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Due to fast pace of life, some customers were not able to do justification to the questionnaire.
Personal biases might have come while answer the questionnaire.
As per company rule many information was not disclose as the manager are busy in their daily schedule.
4. RESULT & DISCUSSIONS
ANALYSIS
I have done a market field survey on big bazaar & Dmart. I have surveyed around 100 respondents of Mumbai(Kandivli) who come to visit big bazaar. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar & Dmart and personally interacting with them. The customers gave me valuable information regarding their consumption pattern in big bazaar. I collected all those information and a proper analysis is done. All the analysis and its interpretations are discussed below. Each of the analysis is done as per the information obtained from the customers and interpretation has been done to best of my effort.
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4.1 Graph Q.7 Apart from Big Bazaar or D Mart visit other outlet
Yes
64%
No
36%
Page | 28
Interpretation: From this I interpret that 64% customers of big bazaar or Dmart visit
other retail stores for their requirements and 36% customers of big bazaar or Dmart generally do not visit other retail stores. It shows that customers satisfaction level is more in big bazaar or Dmart.
Q9. Factors which encourages customers to visit big bazaar
Price
60%
Service
40%
Ambience
50%
Product variety
65%
Product Quality
20% Page | 29
Convenience
35%
Analysis: People are mostly encouraged to come to big bazaar because of its cheap price
and availability of variety of products. Around 65% of the total respondent said they are mostly encouraged to come to big bazaar as it has variety options. Even most of the customers said that they get goods there in a discounted price and so they come in to it. Many customers also said that they feel good about the service and ambience provided by big bazaar. Around 35% of customers also said that convenience is also another factor which leads them to come to big bazaar. Product quality is rated at very low that is only 20% which encourages the customers to come to big bazaar.
Page | 30
Interpretation: From this analysis I interpret that big bazaar is a well known for its
variety options. People mostly come to big bazaar as they get various kinds of products under one roof. It is also clearly known that big bazaar sales its goods at a discounted price as compared to the market. Even it provides a good service and ambience to its customers which encourages them to visit big bazaar more and more times. I can also interpret from this that big bazaar has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city, big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. Big bazaar should try and produce more qualitative products so that customers can get more satisfaction and would never think of not doing shopping in big bazaar.
Q10. Factors which encourages customers to visit Dmart
Price
52%
Service
30%
Ambience
40%
Product variety
60%
Page | 31
Product Quality
12%
Convenience
30%
Analysis: People are encouraged to come to Dmart because of its cheap price. Around
60% of the total respondent said they are mostly encouraged to come to Dmart as it has variety options. Even most of the customers said that they get goods there in a discounted price and so they come in to it. Around 30% of customers also said that convenience is also another factor which leads them to come to Dmart. Product quality is rated at very low that is only 12% .
Interpretation: From this analysis I interpret that Dmart is a well known for its variety
options. Even it provides a good service and ambience to its customers which encourages them to visit Dmart. I can also interpret from this that Dmart has located itself in a good place from where it is able to attract customers. Page | 32
4.2 Chi-square Crosstabs Case Processing Summary
Cases Valid N gender buying
*
100
Missing
Total
Percent
N
Percent
N
Percent
100.0%
0
.0%
100
100.0%
Page | 33
gender * buying Cross tabulation
buying gender
1
2
Total
1
2
Total
Count
34
28
62
% within gender
54.8%
45.2%
100.0%
% within buying
72.3%
52.8%
62.0%
% of Total
34.0%
28.0%
62.0%
Count
13
25
38
% within gender
34.2%
65.8%
100.0%
% within buying
27.7%
47.2%
38.0%
% of Total
13.0%
25.0%
38.0%
Count
47
53
100
% within gender
47.0%
53.0%
100.0%
% within buying
100.0%
100.0%
100.0%
% of Total
47.0%
53.0%
100.0%
Chi-Square Tests
Asymp. Value Pearson Chi-Square 4.025a Continuity Correction b 3.239 Likelihood Ratio 4.076 Fisher's Exact Test Linear-by-Linear 3.984 Association N of Valid Cases b 100
df
(2-sided)
1 1 1
.045 .072 .043
1
Sig. Exact Sig. (2- Exact Sig. (1sided)
sided)
.063
.035
.046
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 17.86. b. Computed only for a 2x2 table
Page | 34
Symmetric Measures
Approx. Nominal
by Phi Cramer's V
Nominal N of Valid Cases
P < 0.05
Value
Sig.
.201
.045
.201
.045
100
i.e. .045 < 0.05
Null hypothesis is rejected Hence there is a significant relationship between gender & buying .
Crosstabs
[DataSet0]
Case Processing Summary
Cases
Valid
Missing
Total
N
Percent
N
Percent
N
Percent
100
100.0%
0
.0%
100
100.0%
age * liking
Page | 35
age * liking Cross tabulation
liking age
2
3
4
5
Total
1
2
Total
Count
0
1
1
% within age
.0%
100.0%
100.0%
% within liking
.0%
3.1%
1.0%
% of Total
.0%
1.0%
1.0%
Count
2
1
3
% within age
66.7%
33.3%
100.0%
% within liking
2.9%
3.1%
3.0%
% of Total
2.0%
1.0%
3.0%
Count
2
2
4
% within age
50.0%
50.0%
100.0%
% within liking
2.9%
6.2%
4.0%
% of Total
2.0%
2.0%
4.0%
Count
64
28
92
% within age
69.6%
30.4%
100.0%
% within liking
94.1%
87.5%
92.0%
% of Total
64.0%
28.0%
92.0%
68
32
100
% within age
68.0%
32.0%
100.0%
% within liking
100.0%
100.0%
100.0%
% of Total
68.0%
32.0%
100.0%
Count
Page | 36
Chi-Square Tests
Asymp. Value
df
sided)
Pearson Chi-Square
2.827a
3
.419
Likelihood Ratio
2.941
3
.401
Linear-by-Linear Association
1.574
1
.210
N of Valid Cases
100
Sig.
(2-
a. 6 cells (75.0%) have expected count less than 5. The minimum expected count is .32.
Symmetric Measures
Approx. Nominal Nominal N of Valid Cases
P > 0.05
by Phi Cramer's V
Value
Sig.
.168
.419
.168
.419
100
i.e. .419 > 0.05
Null hypothesis is not rejected Hence there is no significant relationship between age & liking.
Page | 37
4.3 Factor Analysis
[DataSet0] KMO and Bartlett's Test
Kaiser-Meyer-Olkin Adequacy. Bartlett's
Test
Sphericity
Measure
of
Sampling
of Approx. Chi-Square
.590 43.028
df
10
Sig.
.000
Correlation Matrix
age Sig. tailed)
(1- age gender
gender
income
buying
liking
.013
.287
.000
.331
.196
.000
.161
.228
.311
.013
income .287
.196
buying
.000
.000
.228
liking
.331
.161
.311
.262 .262
Page | 38
Communalities
age gender income buying liking
Initial
Extraction
1.000 1.000 1.000 1.000 1.000
.481 .583 .730 .705 .320
Extraction Method: Principal Component Analysis.
Total Variance Explained
Extraction Sums of Squared Rotation Com Initial Eigenvalues pone
%
Loadings
of Cumulativ
Sums
of
Squared
Loadings %
of Cumulativ
%
of Cumulativ
nt
Total
Variance
e%
Total
Variance
e%
Total
Variance
e%
1
1.614
32.281
32.281
1.614
32.281
32.281
1.583
31.659
31.659
2
1.262
25.234
57.515
1.262
25.234
57.515
1.287
25.746
57.405
3
1.005
20.099
77.614
1.005
20.099
77.614
1.010
20.209
77.614
4
.760
15.191
92.805
5
.360
7.195
100.000
Extraction
Method:
Principal
Component Analysis.
Page | 39
Component Matrix a
Component 1 2 age gender income buying liking
-.659 .753 -.107 .836 .203
-.215 -.125 .848 -.076 .528
Extraction Method: Principal Component Analysis. a. 2 components extracted.
Page | 40
Rotated
Component
Matrixa
Component 1 2 age gender income buying liking
-.644 .760 -.160 .839 .169
-.256 -.078 .839 -.023 .540
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 3 iterations.
Component Transformation Matrix
Comp onent 1
2
1 2
.063 .998
.998 -.063
Extraction Principal
Method: Component
Analysis. Rotation Method: Varimax with Kaiser Normalization.
Interpretation:
Page | 41
KMO VALUE = 0.590
Which is greater than 0.5 Therefore, the factor is in good fit.
Significance level= .0 Which is less than .1
Total Variance Explained :
Loss of Variance: 100 – 77.614 = 22.386
Factors: Factor 1: gender and buying Factor 2: income and liking
5. FINDINGS
1. Most of the customers buy their requirement from Big Bazaar & Dmart on Weekly and monthly basis. Customers realized that Big Bazaar & Dmart stores provide qualitative products/service with reasonable price.
2. At present time Big Bazaar & Dmart provide different types of product assortments to the customers.
3. Continuously opening of Big Bazaar chains in different major cities, increasing quantities of the customers & profit show that Big Bazaar most accepted name in organized retail chain in India.
Page | 42
4. Big Bazaar & Dmart mainly deal with middle income group people who want qualitative product with reasonable cost.
5. Big bazaar & Dmart has a good reputation of itself in the market. 6. Big bazaar has positioned itself in the market as a discounted store. 7. Big bazaar & Dmart holds a huge customer base. The majority of customers belong to middle class family. 8. Impulse buying behavior of customers comes in to play most of the times . 9. There are more than 50 big bazaars & 33 Dmart store in different cities of India, it seems that there is a vast growth of big bazaar & Dmart lying as customers demand is increasing for big bazaars & Dmart.
10. D Mart does not retail its private labels but Big bazzar do
11. Big bazaar & Dmart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year.
12. The major players in retail industries are Big bazaar, Dmart, The Tata Groups (Croma), Vishal Retail Group, Reliance Retail, Kirana stores etc.
Page | 43
6. SUGGESTIONS
Big bazaar & Dmart should include more of branded products in its product category so as to attract the brand choosy people to come in to big bazaar.
Big bazaar & Dmart should provide large parking space for its customers so that they can easily park their vehicles.
It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the
Page | 44
rush and save the customer’s time. This will be a kind of motivator for the customers of big bazaar.
The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.
During the off peak hour’s big bazaar & Dmart should provide some offers to its customers so that people would be encouraged to come to big bazaar & Dmart during off peak hours. The customers who are present in the mall during the off peak hours of big bazaar & Dmart will definitely go in to big bazaar & Dmart if surprise offers are made at that time.
Customer care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of big bazaar & Dmart should be able to provide all necessary information to the customers whenever it is required.
The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar & Dmart during those days.
Page | 45
7. CONCLUSION
Big bazaar & Dmart is a major shopping complex for today’s customers. It is a place where customers find variety of products at a reasonable price. Big bazaar & Dmart has a good reputation of itself in the market. Big bazzar has positioned itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around big bazaar & Dmart. Volume sales always take place in big bazaar & Dmart. Impulse buying behavior of customers comes in to play most of the times in big bazaar & Dmart.
Page | 46
Big bazaar & Dmart is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar & Dmart. As of now there are more than 50 big bazaars & 33 Dmart in different cities of India, it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars & Dmart.
Big bazaar & Dmart is a hypermarket store where varieties of products are being sold on different product category. It has emerged as a hub of shopping specially for middle class people. Different types of products starting from a baby food to pizzas all are available under one roof. In Mumbai(Kandivli) it is the middle class people who mostly do marketing from big bazaar & Dmart. Even most of the people do their monthly shopping from big bazaar & Dmart. People not only visit big bazaar & Dmart to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go they just tend to move around big bazaar & Dmart whether it is for shopping purpose or for outing purpose.
Page | 47
8. REFERENCES
BOOKS:
1. Marketing Research - Naresh Malhotra 2. Marketing Research – Rajendra Nargundkar
Websites:
1.
Bigbazaar.co.in
2.
Dmart.com Page | 48
3.
http://www.pantaloonretail.in/pdf/ar_2007_2008.pdf
9. APPENDICES Questionnaire
(Buying preference of customers towards Big Bazaar & D Mart) 1. Name: _______________________________
2. Age: a. Below 15
b. 16 to 25
d. 41 to 60
e. above 60
c. 26 to 40
Page | 49
3. Gender –
4.
a. Male
b. Female
Occupation: _____________________________
5. Annual income
a. <1.8lakh
b. 1.8 to 4lakh
c. more than 4lakh
6. Do you buy from a selected store every time or do you keep on shifting stores?
a. Shop from only one store
b. Shop from few selected store
c. Sometimes shift
d. Keep on shifting
7. Apart from Big Bazaar or D Mart do you intend to visit any other outlet?
a.
Yes
b.
No
8. What do you shop, how often & from where? (Please Tick)
Daily
Weekly
Monthly
Big
D Mart
Bazaar
Local Retail
Grocery(Dal, Rice, wheat) FMCG(Biscuit,Detergents,Soaps) Garments Electronics Utensils Vegetables 9. What encourages you to visit Big Bazaar?
Page | 50
a. Price
b. Service
c. Ambience
d. Product Variety
e. Product Quality
f. Schemes
10. What encourages you to visit D MART?
a. Price
b. Service
c. Ambience
d. Product Variety
e. Product Quality
f. Daily Discounts
11. Rank Big Bazaar and D Mart on the basis of following parameters. Give Rankings from 1 to 5, 1 being the lowest and 5 being the highest.
Big Bazaar
D Mart
Price Quality Loyalty Customer Service Best Deals Convenience 12. Which store you like the most & why?
Bigbazaar_____________________________________________________________
D Mart _______________________________________________________________ Page | 51
