catchment analysis of Big Bazaar

INTRODUCTION

Customer profiling profiling & Catchment analysis is one of the most effective tools for determining where where and how to conduct your business. If you have a

grasp on what type of people are most likely to purchase your products or services, you can seek out the location and the marketing plans that give you the best opportunity to reach those people. If you are trying to reach a large group of similar customers, you can study their spending trends, lifestyles, and much more. You can no longer simply choose a populous area in which to set up shop, and then hope to compete.

INDUSTRY PROFILE Retailing in India is one of the pillars of its economy and accounts for 14 to 15 percent of its GDP.

India's retail and logistics industry employs about 40 million Indians (3.3% of Indian population). The Indian retail market is estimated to be ₹ 23.78 trillion(US$ 450

billion) and one of the top five retail markets in the world by economic value. Over 14 million outlets operate in the country and has about 11 shop outlets for every 1000 people. India has escalated up to the 35th most preferred retail destination globally in 2011 (in 2010 they ranked 39th).

OBJECTIVES OF THE STUDY Catchment Analysis of Big Bazaar Saharanganj and

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River Side Mall store, Lucknow. Analyzing the in store customer feedback in respect

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of product availability. Identifying the action plan for improving customer

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foot fall. Thursday property Generation for SAHARAGANJ Mall,

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Lucknow.

SCOPE OF THE STUDY A catchment area is the area and population from which a city or individual service attracts visitors or customers. So by doing catchment analysis Big Bazaar will come to know its loyal customer population area. And better marketing strategy at BTL level can be made for rretention of the customer as it plays a major role for the withstanding of the business in the market at long run.

RESEARCH METHODOLOGY Research approach

:

Survey method

Research design

:

Research instrument

:

Questionnaire

Contact method

:

Personal contact

Analysis for representation

:

Bar diagram

Descriptive research design

Sampling Plan:

Sampling unit

:

Customers

Sample size

:

210

Sampling method

:

Convenience sampling method

CUSTOMERS : ACCORDING TO AGE 150 100 Age

50 0 18-25

26-30

31-35

36-40

41-49

>50

CUSTOMERS: ACCORDING TO DISTANCE 120 100 80 60 40 20 0

DISTANCE

<1 KM

1-3 KM

3 - 5 5-15 KM 15-30 >30 KM KM KM

Customer visit to the store was with 120 100 No. of  Customers

80 60 40 20 0 ALONE

FAMILY

FRIENDS

How do you want us to convey the offers to you 200 150 100 50 0

Promotional tools

FINDINGS 

41.4% of the respondents visit monthly, 28.6% of the respondents visit weekly and 11% of the respondents visit occasionally to the store.

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31% of the respondents wants Big Bazaar offers through SMS, 21% of  the respondents wants Big Bazaar offers through banners display.

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50% customer visit the store with family and 43% customer visit the store with friends, which shows that Big Bazaar is much popular among the family member of the customers and youth.

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Customer service is one of important factor that influence the customer to visit stores. Offers/discounts also the factor that help store to increase number of  footfalls. The general public at Lucknow does not consider shopping as a wasteful extravaganza. This is a good indicator of a good future ahead for Big Bazaar Lucknow as, here shopping is turning out to a family experience.

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SUGGESTIONS Mobile advertising can be used for promotion, as customers

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not having time to look at hoarding and advertisement in newspapers. An employee should be appointed to welcome the customers

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at the entrance and he should help the customers locate the department to which he intend to shop. Welcoming the customers in a traditional way by giving them

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a sweet and a beetle leaf should be considered. Parking facility is one of the most important things that the

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customers in Lucknow city demand. Kids are the decision makers of the family. So the kids club

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activities should be promoted in Big Bazaar.

QUESTIONNAIRE of Catchment analysis

Name: Age: (a) Below18 Address:

(b) 18-27

(c) 28-40

(d) 41-60

Gender: M / F (e) Above 60

Contact no. 1. Your Visit to our store today was for: (a) Planned Shopping (b) Casual Outing 2. Today you came to our store (Note the No. of customers if not came alone): (a) Alone (b) with Family (c) with Friends 3.How often do you visit BIG BAZAAR? (a) Daily (b) Weekly (c) Monthly (d) Occasionally 4.What do you usually prefer to Shop at Big Bazaar? 1 Food 2.Apparels 3.Electronics 5. Toys/Sports/Stationary 6 Home Fashion

4.Crockery,Utensils,Plastics

5. Did you come across any of the following for Big Bazaar Leaflets Newspaper AD SMS Banners Radio Ad 6. How do you want us to convey our offers to you? Leaflets Newspaper AD Banners Radio Ad

SMS

Parameters

BB Rating Out of 10

Major Competitor Rating out of 10

Prices Product Quality Product Availability Staff Knowledge Store Ambience Shopping Experience Billing Accuracy Billing Speed In store display of Offers

7. Was there any product which you wanted, but was not available? specify...  ______________________________________________________

If yes please

8. Any Feedback that you'd like to give us that'll help us serve you better...