1

A PROJECT REPORT ON OPERATION MANAGEMENT AT

SUBMITTED TO:

SUBMITTTED BY:

DECLARATION

I,______________, hereby declare that the project entitled Operation Management at BIG BA AAR!" has been personally done by me under the guidance of Prof.______________ in partial fulfillment of Post Graduation Program- during academic year-. All the data represented in this project is true & correct to the best of my no!ledge & belief. "his !or has not been submitted for any other degree # diploma e$am else!here.

DATE: #

AC$NO%LEDGEMENT

A Project usually falls short of its e$pectation unless guided by the right person at the right time. &uccess of a project is an outcome of sincere efforts, channeled in the right direction, efficient super'ision and the most 'aluable professional guidance. "his project !ould not ha'e been completed !ithout the direct and indirect help and guidance of such luminaries. "hey pro'ide me !ith the necessary recourses and atmosphere conducti'e for healthy learning and training.

At the outset I !ould li e to ta e this opportunity to gratefully ac no!ledge the 'ery ind and patient guidance I ha'e recei'ed from my project guide (r. . )ithout his critical e'aluation and suggestion at e'ery stage of the project, this report could not ha'e reached its present form. In addition, my internal guide Prof., *aculty has critically e'aluated my each step in de'eloping this project report.

+astly, I !ould li e to than all the members of ,IG ,A-AA. and my colleagues !ho ga'e me fruitful information to finish my project.

PRE&ACE &ummer "raining is business organi0ation in fuse among student a sense of critical analysis of the real managerial situation to !hich they are e$posed. "his gins them an opportunity to apply their conceptual theoretical & imaginati'e s ills in a real life situations and to e'aluate the results there of. ,IG ,A-AA. is a name reno!ned name in .etail. ,IG ,A-AA. is no! a brand image in pri'ate retail sector. Practical training through e$perts of ,IG ,A-AA. ga'e me actual input to fulfill my real aim. "his report is the !ritten account of !hat I learnt through research. I !ish those going through it !ill not only find it real but also get useful information.

E'ECUTI(E SUMMARY
Tit)e o* t+e Pro,e-t# Operation Management at BIG BA AAR" Di**erent o.,e-ti/e .e+in0 -on01-ting t+i2 pro,e-t# o Mo/ement o* t+e pro01-t at BIG BA AAR! o C12tomer Orientation to3ar02 pro01-t a/ai)a.)e at BIG BA AAR! o Li2ting o* t+e pro01-t pre*eren-e2 at BIG BA AAR! o Re-ommen0ation *or Imp1)2e B14ing at BIG BA AAR!

INTRODUCTION

"he project !as carried out for understanding the mo'ement of the product at ,IG ,A-AA. and customer beha'ior regarding different product at ,IG ,A-AA. (umbai ,ranch .,IG ,A-AA. !as established in the year %331, they are old player in .4"AI+ sector. "he ,IG ,A-AA. follo!s 'alues such as 5 Indian ness, +eadership, .espect and 6umility, 7aluing and 8urturing .elationships, &implicity and Positi'ity, Adaptability. "his research helps us in finding out the customers 'ie! regarding the product and &er'ices offered by the ,IG ,A-AA. and a!areness by promotion and also identifying the mar et potential of ,IG ,A-AA..

S)ogan: Isse sasta aur accha ahin nahi9

ABOUT T5E PROJECT

"he project !as carried out in !ith an objecti'e of no!ing satisfaction le'el of customer at ,ig ,a0aar and do customers are a!are about the different types product and &er'ices and different offers pro'ide at ,ig ,a0aar. "he total sample si0e ta en !as one hundred ;133< from 'arious customers of (umbai at ,ig ,a0aar. "he research sho!s that the customer satisfaction at ,ig ,a0aar is 'ery good and so many customers are not a!are of the product and ser'ices pro'ided by the ,ig ,a0aar !hich are not pro'ided by other .etail stores. =n the other hand !e ha'e also the e$isting customers of ,ig ,a0aar !ho are satisfied !ith the !or ing style of retail store, but !ant continuous updates about the ne! offers and other products of ,ig ,a0aar. "hey !ant that ,ig ,a0aar should do promotional acti'ity as 5 Ad'ertising. &o that they can be updated !hile seating at home. "he researcher used the method of >uestionnaire to no! all feedbac !hich is listed abo'e.

RESEARC5 MET5ODOLOGY
Data 2o1r-e Primary @ataA - It is collected through >uestionnaire, direct obser'ation of customer, inter'ie! . Samp)ing P)an &ampling BnitA - All Customers at ,ig ,a0aar &ampling si0eA - 133 units. &ampling "echni>ueA -(ar et Allocation. Data -o))e-tion too)2 "he >uestionnaires consisted of (ultiple choice >uestions and =pen ended >uestions

Ta.)e -ontent 1. 1. Intro01-tion 1.1 1.% *uture Group and its different formats ,ig-,a0aar

6! Gro1p /i2ion an0 Mi22ion 7! M4 Contri.1tion 8! Re-omen0ation 9! Limitation :! %EBLIOGRAP5Y ; BIBLIOGRAP5Y

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RETAIL INDUSTRY IN INDIA

India has one of the largest numbers of retail outlets in the !orld. =f the 1% million retail outlets present in the country, nearly 2 million sell food and related products. "hought the mar et has been dominated by unorgani0ed players, the entry of domestic and international organised players is set to change the scenario. =rgani0ed retail segment has been gro!ing at a blistering pace, e$ceeding all pre'ious estimates. According to a study by @eloitte 6as ins and &ells, organised retail has increased its share from 2 per cent of total retail sales in %33: to D per cent in %33?. "he fastest gro!ing segments ha'e been the !holesale cash and carry stores ;123 per cent< follo!ed by supermar ets ;133 per cent< and hypermar ets ;?2-D3 per cent<. *urther, it estimates the organised segment to account for %2 per cent of the total sales by %311. India retail industry is the largest industry in India, !ith an employment of around DF and contributing to o'er 13F of the countryGs G@P. .etail industry in India is e$pected to rise %2F yearly being dri'en by strong income gro!th, changing lifestyles, and fa'ourable demographic patterns. It is e$pected that by %31: modern retail industry in India !ill be !orth B&H 1?2- %33 billion. India retail industry is one of the fastest gro!ing industries !ith re'enue e$pected in %33? to amount B&H /%3 billion and is

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increasing at a rate of 2F yearly. A further increase of ?-DF is e$pected in the industry of retail in India by gro!th in consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the retailing industry in India !ill amount to B&H %1.2 billion by %313 from the current si0e of B&H ?.2 billion. &hopping in India has !itnessed a re'olution !ith the change in the consumer buying beha'iour and the !hole format of shopping also altering. Industry of retail in India !hich has become modern can be seen from the fact that there are multi- stored malls, huge shopping centres, and spra!ling comple$es !hich offer food, shopping, and entertainment all under the same roof. India retail industry is e$panding itself most aggressi'elyI as a result a great demand for real estate is being created. Indian retailers preferred means of e$pansion is to e$pand to other regions and to increase the number of their outlets in a city. India retail industry is progressing !ell and for this to continue retailers as !ell as the Indian go'ernment !ill ha'e to ma e a combined effort. It is e$pected that India may ha'e :33 ne! retail outlet till %313.

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Retai) 2pa-e @ri'en by changing lifestyles, strong income gro!th and fa'ourable demographic patterns, Indian retail is e$panding at a rapid pace. (all space, from a meagre one million s>uare feet in %33%, is e$pected to touch 13 million s>uare feet by end-%33? and an estimated :3 million s>uare feet by end-%33D, says Jones +ang +a&alleGs third annual .etailer &entiment &ur'ey-Asia. Alongside, Indian cities are !itnessing a paradigm shift from traditional forms of retailing into a modern organi0ed sector. A report by Images .etail estimates the number of operational malls to more than double to o'er 11% !ith %32 million s>uare feet by %313 and further ?12 malls by %312, on the bac of major retail de'elopments e'en in tier II and tier III cities in India. C+a))enge2 *a-ing t+e In0ian Organi<e0 Retai) 2e-tor "he challenges facing the Indian organi0ed retail sector are 'arious and these are stopping the Indian retail industry from reaching its full potential. "he beha'iour pattern of the Indian consumer has undergone a major change. "his has happened for the Indian consumer is earning more no!, !estern influences, !omen !or ing force is increasing, desire for lu$ury

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items and better >uality. 6e no! !ants to eat, shop, and get entertained under the same roof. All these ha'e lead the Indian organi0ed retail sector to gi'e more in order to satisfy the Indian customer. "he biggest challenge facing the Indian organi0ed retail sector is the lac of retail space. )ith real estate prices escalating due to increase in demand from the Indian organi0ed retail sector, it is posing a challenge to its gro!th. )ith Indian retailers ha'ing to shell out more for retail space it is effecting there o'erall profitability in retail. "rained manpo!er shortage is a challenge facing the organi0ed retail sector in India. "he Indian retailers ha'e difficultly in finding trained person and also ha'e to pay more in order to retain them. "his again brings do!n the Indian retailers profit le'els. "he Indian go'ernment ha'e allo!ed 21F foreign direct in'estment ;*@I< in the India retail sector to one brand shops only. "his has made the entry of global retail giants to organi0ed retail sector in India difficult. "his is a challenge being faced by the Indian organi0ed retail sector. ,ut the global retail giants li e "esco, )al-(art, and (etro AG are entering the organi0ed retail sector in India indirectly through franchisee agreement and cash and carry !holesale trading. (any Indian companies are also entering the Indian organi0ed retail sector li e .eliance Industries +imited,

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Pantaloons, and ,harti "elecoms. ,ut they are facing stiff competition from these global retail giants. As a result discounting is becoming an accepted practice.

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=COMPANY INTRODUCTION=
&1t1re Gro1p
*uture Group is IndiaKs leading business group that caters to the entire Indian consumption space. +ed by Mr! $i2+ore Bi4ani> the *uture Group operates through si$ 'erticalsA operates through si$ 'erticalsA .etail, Capital, ,rands, &pace, (edia and +ogistics. Apart from Pantaloon .etail, the groupKs presence in the retail space is complemented by group companies, Indus +eague Clothing, !hich o!ns leading apparel brands li e Indigo 8ation, &cullers and Brban Loga, and Gala$y 4ntertainment +imited that operates ,ol!ing Co, &ports ,ar and ,re! ,ar , "he groupKs joint 'enture partners include *rench retailer 4"A( group, B&-based stationary products retailer, &taples and BM-based +ee Cooper. Group Company, Planet .etail, o!ns and operates the franchisee of international brands li e (ar s & &pencer, 8e$t, @ebenhams and Guess in India. "he groupKs Indian joint 'enture partners include, (anipal 6ealthcare, "al!al arKs, ,lue *oods and +iberty &hoes. *uture Capital 6oldings, the groupKs financial arm, focuses on asset management and consumer credit. It manages assets !orth o'er H1 billion that are being in'ested in de'eloping retail real estate and consumer-related

1:

brands and hotels. "he group has launched a consumer credit and financial supermar et format, *uture (oney and soon plans to offer insurance products through a joint 'enture !ith Italian insurance major, Genera)i! "he group is currently de'eloping o'er 23 malls and consumption centers across the country and has formed a joint 'enture company focusing on mall management !ith &ingapore-based Capita+and, one of AsiaKs largest property companies *uture GroupKs 'ision is to, Ndeli'er 4'erything, 4'ery!here, 4'ery time to 4'ery Indian Consumer in the most profitable manner.O "he group considers PIndian-nessK as a core 'alue and its corporate credo is - Re3rite r1)e2> Retain /a)1e2! N*utureO 5 the !ord !hich signifies optimism, gro!th, achie'ement, strength, beauty, re!ards and perfection. *uture encourages us to e$plore areas yet une$plored, !rite rules yet un!rittenI create ne! opportunities and ne! successes. "o stri'e for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to e'ol'e. "he motto of *uture Group, to not to !ait for the *uture to unfold itself but -reate *1t1re 2-enario2 in the -on21mer 2pa-e and facilitate consumption because consumption is de'elopment. "hereby, it !ill effect socioeconomic de'elopment for their customers, employees, shareholders, associates and partners. "heir customers !ill not just get 3+at they nee0,

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but also get them 3+ere> +o3 and 3+en they need. "hey are not just posting satisfactory results, they are !riting 21--e22 2torie2.

&1t1re Gro1p Cong)omerate

*uture Group has si$ business pillarsA &1t1re Retai) All the retail lines of business li e food fashion and home !ill come under this 'ertical. &1t1re Bran0 Custodian of all the present and future brands that are either de'eloped or ac>uired by the group. &1t1re Spa-e )ill ha'e a presence in property and mall management. &1t1re Capita) )ill pro'ide consumer credit and micro finance ser'ices, including mar eting of (*s and insurance policies, and management of real estate and consumer fund. &1t1re Me0ia )ill focus on re'enue generation through effecti'e selling of retail media spaces. &1t1re Logi2ti"o dri'e efficiencies across businesses 'ia better storage and distribution.

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GROUP (ISION: &1t1re Gro1p 2+a)) 0e)i/er E/er4t+ing> E/er43+ere> E/er4 time *or E/er4 In0ian Con21mer in t+e mo2t pro*ita.)e manner!

GROUP MISSION: *uture Group shares the 'ision and belief that their customers and sta eholders shall be ser'ed only by creating and e$ecuting future scenarios in the consumption space leading to economic de'elopment. "hey !ill be the trendsetters in e'ol'ing deli'ery formats, creating retail realty, ma ing consumption affordable for all customer segments - for classes and for masses. "hey shall infuse Indian brands !ith confidence and rene!ed ambition. "hey shall be efficient, cost- conscious and committed to >uality in !hate'er they do. "hey shall ensure that their positi'e attitude, sincerity, humility and united determination shall be the dri'ing force to ma e them successful.

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CORE (ALUES: In0ian ne22: Confidence in themsel'es.

Lea0er2+ip: "o be a leader, both in thought and business. Re2pe-t an0 51mi)it4: "o respect e'ery indi'idual and be humble in their conduct. Intro2pe-tion: +eading to purposeful thin ing. Openne22: "o be open and recepti'e to ne! ideas, no!ledge and information. (a)1ing an0 N1rt1ring Re)ation2+ip2: "o build long-term relationships. Simp)i-it4 an0 Po2iti/it4: &implicity and positi'ity in their thought, business and action. A0apta.i)it4: "o be fle$ible and adaptable, to meet challenges. &)o3: "o respect and understand the uni'ersal la!s of nature.

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(ajor (ilestones
?@AB ?@@? ?@@6 ?@@8 Company incorporated as (en0 )ear Pri'ate +imited. +aunch of Pantaloons trouser, IndiaKs first formal trouser brand. +aunch of ,A.4, the Indian jeans brand. Initial public offer ;IP=< !as made in the month of (ay. "he Pantaloon &hoppe 5 e$clusi'e menKs !ear store in franchisee format launched across the nation. "he company starts the distribution of branded garments through multi-brand retail outlets across the nation. ?@@9 ?@@B 6CC? 6CC6 John (iller 5 *ormal shirt brand launched. Pantaloons 5 IndiaKs family store launched in Mol ata. ,ig ,a0aar, DI2 2e 2a2ta a1r a--+a Ea+i na+inF - IndiaKs first hypermar et chain launched. *ood ,a0aar, the supermar et chain is launched.

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6CC8

Central 5 P&hop, 4at, Celebrate in the 6eart of =ur CityK - IndiaKs first seamless mall is launched in ,angalore.

6CC9

*ashion &tation - the popular fashion chain is launched all 5 Pa little largerK - e$clusi'e stores for plus-si0e indi'iduals is launched

6CC:

*uture Capital 6oldings, the companyKs financial arm launches real estate funds Mshitij and 6ori0on and pri'ate e>uity fund in di'ision. Plans forays into insurance and consumer credit (ultiple retail formats including Collection *urniture ,a0aar, &hoe *actory, 4--one, @epot, and futureba0aar.com and are launched across the nation. Group enters into joint 'enture agreements !ith 4"A( Group and Generali

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A%ARDS

In0ian Retai) &or1m A3ar02 6CCA T+e INDIASTAR A3ar0 6CCA Retai) A2ia Pa-i*i- 9CC Top A3ar02 6CCA Co-a#Co)a Go)0en Spoon A3ar02 6CCA T+e Rei0 ; Ta4)or A3ar02 &or Retai) EG-e))en-e 6CCA P)atin1m Tr12te0 Bran0 A3ar0 Image2 Retai) A3ar0 6CC9>C: DL& A3ar0 6CC8

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BOARD O& DIRECTORS

Mr! $i2+ore Bi4ani> Managing Dire-tor Mr! GopiEi2+an Bi4ani> %+o)e Time Dire-tor Mr! RaEe2+ Bi4ani> CEO H Retai) (e0 PraEa2+ Ar4a> In0epen0ent Dire-tor Mr! S+ai)e2+ 5ari.+aEti> In0epen0ent Dire-tor Mr! S!Dore23am4> In0epen0ent Dire-tor Dr! D!O!$o2+4> In0epen0ent Dire-tor M2! An,1 Po00ar> In0epen0ent Dire-tor M2!Ba)a De2+pan0e> In0epen0ent Dire-tor

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Mr!Ani) 5ari2+> In0epen0ent Dire-tor

Di**erent &ormat2 o* &1t1re Gro1p

&ormat #? Pantaloon .etail ;India< +imited, is IndiaGs leading retail company !ith presence across multiple lines of businesses. "he company o!ns and manages multiple retail formats that cater to a !ide cross-section of the Indian society and is able to capture almost the entire consumption bas et of the Indian consumer. 6ead>uartered in (umbai ;,ombay<, the company operates through 2 million s>uare feet of retail space, has o'er //1 stores across 13 cities in India and employs o'er 1?,333 people. "he company registered a turno'er of .s. %,31E crore for *L %332-3:.

Pantaloon .etail forayed into modern retail in 1EE? !ith the launching of fashion retail chain, Pantaloons in Mol ata. In %331, it launched ,ig ,a0aar, a hypermar et chain that combines the loo and feel of Indian ba0aars, !ith

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aspects of modern retail, li e choice, con'enience and hygiene. *ood ,a0aar, food and grocery chain and launch Central, a first of its ind seamless mall located in the heart of major Indian cities, follo!ed this.

&ome of its other formats include, Collection i ;home impro'ement products<, 4--one ;consumer electronics<, @epot ;boo s, music, gifts and stationary<, all ;fashion apparel for plus-si0e indi'iduals<, &hoe *actory ;foot!ear< and ,lue & y ;fashion accessories<. It has recently launched its etailing 'enture, *1t1re .a<aar!-om

Ba-Egro1n0: *ounded in 1ED? as a garment manufacturing company, the company forayed into modern retail in August 1EE? !ith the launch of its first department store, Pantaloons in Mol ata.

Li2ting: Pantaloon .etail is a listed company on the ,ombay &toc 4$change ;,&4, &crip CodeA 2%/2?1< and 8ational &toc 4$change ;8&4, &ymbolA PA8"A+==8.<.

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&ormat#6 CENTRAL Central, the sho!case seamless mall concept is one of the more popular offerings in the lifestyle segment that celebrates shopping in India. @uring the year, Central capitali0ed on its positioning of being a destination !here citi0ens can just come and un!ind, !hether itKs for shopping for a !ide range of national and international brands, enjoying their fa'orite cuisine at the multiple specialty restaurants and food courts or !atching the latest mo'ie releases at the in-house multiple$es. "he most reputed brands are sho!cased in Central. It is also emerging as the destination of first choice for ne! fashion brands in India. Central assures better 'isibility, instant recognition, good >uality and commercially 'iable space on the basis of the optimum space utili0ation concept, ta ing the brand closer to the consumer. )ith brands !ithin Central competing against the best brands in the country, it also allo!s benchmar ing for these brands.

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"he coming year !ill also !itness many ne! concepts being introduced at all Central malls. &ome of these concepts include communications ;(Port and Gen (<, electronics ;4--one<, furniture and accents ;Collection I<, fitness e>uipments and !ellness 0ones, boo s, music, gifts & stationery ;@epot< and fine dining restaurants etc. &ome of the ne! alliances that the group has entered into, li e 4tam, +ee Cooper and Gini & Jony !ill also share space !ithin all Central malls. &ormat#7 PLANET RETAIL

A young and emerging India is also eager to e$perience international brands. )e sensed this opportunity some time bac and ha'e built a strong portfolio of international brands through our strategic partnership !ith P)anet Retai) 5o)0ing2 P/t! Lt0! "he alliance !ith Planet .etail pro'ides access to international fashion retail chains li e MarE2 ; Spen-er> !ith E stores at presentI G1e22 the B& brand that has 1% retail stores currently, and the &panish brand %omenF2 Se-ret !hich is retailed through % outlets. Planet

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.etail also has a multi-brand international sports!ear format under the brand PPlanet &portsK. "he company is the sole licensee for sports!ear brands such as Con/er2e> Spa)0ing and the At+)eteF2 &oot the 'enture has also launched other formats li e Sport2 %are+o12e> A--e22ori<e> Mon2oon> NeGt> and De.en+am2!

&ormat#8 Depot "his largely untapped unorgani0ed mar et for boo s and music !ith 'ery fe! players, thro!s up an enormous opportunityI something that prompted Pantaloon to ma e its foray through its o!n format, Depot in %332-3:. +ocated as stand-alone stores and !ithin most Pantaloons, Central and ,ig ,a0aar retail formats, @epotKs 'ision is to be a one-stop shop !here customers !ill find an e$tensi'e range of boo s, multimedia, toys, gifts and stationery, thereby transforming the !ay boo s, music, multimedia and gifts are bought, sold and percei'ed in India. "his !ould be made possible by the creation of a portfolio of e$clusi'e titles, an Indian e$perience !hile shopping and connecting !ith the mind and soul through different languages, ideas and tunes. BooE2> M12i- an0 Gi*t2

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.eading as a habit is ingrained into the Indian psyche from time immemorial. 6o!e'er, it is being increasingly associated !ith a select fe!. "he company belie'es that e$isting formats in the segment offer an intimidating en'ironment that alienates the masses. "he company has therefore ta en this initiati'e of launching a chain of boo s, music and gifts stores that !ill once again democrati0e the reading habit in the country. "he company belie'es that !ith 1.% billion people, the habit of reading can become a strong business proposition. @epot see s to !or !ith communities in and around the area !here it is located and hopes to attract the entire family to spend >uality time together. It is focusing on the introduction of old classics and boo s in regional languages !ith an objecti'e to ma e these affordable to a mass audience.

&ormat#9 &a2+ion Station *ashion &tation, !hich represents the companyKs offering of the latest in fashion for the masses, has met !ith reasonable success since its launch in %331-32. "hese thematic stores that offer the most contemporary in fashion and accessories, is another of the 'alue added propositions that Pantaloon see s to offer. "he aspirational mass of consumers !ho are bombarded !ith the latest in style through

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media penetration, hedonism and peer emulation, need an outlet that meets their re>uirements of trendy, latest and yet affordable fashion. *ashion &tation is positioned to meet their re>uirements, and thereby ta e fashion to the masses.

&ormat#: 5ome Impro/ement &ome of the ey factors contributing to gro!th in the housing sector in India are increasing purchasing po!er increasing number of nuclear families, softer interest rates, easy a'ailability of finance schemes and an o'erall real estate boom across the country. "here is a shortage of more than // million d!elling units. )ith the a'erage age of a homebuyer reducing from 23 to sub-/3, 1 million ne! homes are being bought annually. )ith e'ery house, a dream is planted to decorate the house.

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And this creates a demand for furniture, electronics and home impro'ement products. (odern retail is ideally placed to capture a significant chun of consumer spend made by a ne! homebuyer. "he mar et for home dQcor and impro'ement is largely unorgani0ed and hence a ne! homeo!ner has to literally 'isit se'eral mar ets and stores for meeting his home needs. "his !as the opportunity that Pantaloon percei'ed and the reason !hy it entered the .s. E3,333 crore home solutions mar et in %331-32. )ith its presence in the modern retail and consumer space, this ne! concept !as an opportunity for the company to le'erage its e$perience and offer the consumer an alternati'e solution to canali0e his consumption needs.

In the .s.%2333 crore consumer durable industry, !hich is gro!ing at nearly : per cent e'ery year, 4--one has already emerged as a force to rec on !ith. "his lifestyle retail format offers a ne'er e$perienced before en'ironment for shopping for the best in national and international consumer electronic and durables brands. It retails products ranging from music systems to laptops, from the latest plasma tele'ision sets to @7@ players, from !ashing machines to air-conditioners to name a fe!. "ypically in e$cess of 1%,333 s>uare feet in si0e, 4--ones are primarily stand-alone concepts, but are also present !ithin the companyKs Central malls

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&ormat#B COMMUNICATION

)ith o'er % billion phone users !orld!ide, mobility has no! become an intrinsic part of our personal and !or ing li'es. (obile operators, cell phone manufacturers, content publishers, !ireless application ser'ice pro'iders and many other ey players in the mobile industry are all !or ing to car'e out the best position in the 'alue chain, to find the right place from !here they can best ser'e both their o!n and their customersK needs. 4n route to!ards / billion phones !orld!ide, a major shift !ould occur in consumer interest

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from carriage to content and from a 'erbal to a gro!ing 'isual !orld. )ith more mobile cameras sold in %332 than digital cameras, !ith more music#'ideo players in mobiles than iPods, !ith more messaging reach than PCs, con'ergence !ith the online !orld is no! 'ery much a reality. In India, the story is no different. )ith o'er 123 million mobile subscribers e$pected by %33D, there e$ists a huge potential for all players in the mobility space. (ost of the mobile phones in India are sold through Pmom and pop Pstores, and there is a huge grey mar et that e$ists.

MBa<aar Pantaloon reali0ed this largely untapped opportunity and intended to be a dominant modern retail player in the mobile space. "his is !hat prompted the company to set up a ne! di'ision Con/ergeM in %332-3: to identify, de'elop and bring to the mar et, mobile products and solutions tailor-made to suit the consumers re>uirements at competiti'e prices. Con'erge( adopts a uni>ue approach of establishing, multi-brand, multi-category, multi-format

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and comprehensi'e solution outlets to lead and e$ponentially e$pand the mar et. As in most other formats, Con'erge( too operates in the lifestyle and 'alue platforms. Its 'alue offering, MBa<aar is a format that addresses the 'alue see erKs >uest for possessing latest technologies at lo!est prices. Primarily aimed at the replacement mar et, a typical (,a0aar is located !ithin most ,ig ,a0aar stores as !ell as stand-alone options. "his %23-233 s>uare feet offering retails both G&( and C@(A and landline phones, !hile pro'iding options of ( Pods, do!nloads to name a fe!. "he mission for Con'erge ( is to emerge as the largest organi0ed retailer in the mobile space, !hile leading inno'ation in mobile applications and being the most fa'ored destination for all communication needs.

&ormat#A Re2ta1rant> Lei21re ; Entertainment Increasing urbani0ation and rising disposable incomes are characteristics that are common in emerging economies li e India. 4stimates suggest a gro!th in urban consumption at potentially %3F per annum in nominal terms for at least the ne$t 2-? year period. "he total number of middle to high income households is projected to reach 132 million by %313, thereby adding a large number of people to the

/2

consuming class. "hese demographic numbers represent a young nation, !hich has an increased propensity to spend in restaurants and other food ser'ice sectors, fuelling gro!th in the +eisure, .estaurants and 4ntertainment industries. "he company is using the collaborati'e approach to strengthen its position in the leisure and entertainment space. "his has helped the company build a complete bou>uet of brands that span from food courts to fine dining. As the shift from high street to malls continues, the restaurant business is e$pected to increase significantly. *or Indians, shopping comes hand in hand !ith eating and celebrating and these formats are being de'eloped eeping this in mind. *1%/ is designed as a entertainment 0one that can be present in e'ery mall and this business is e$pectedto gain traction in the coming year. *1%/, the entertainment 0one offering is a leisure solution for all age groups. "he focus !ould be to offer a !ide range of gaming options from bo!ling and pool, interacti'e 'ideo games to bumper cars. "he entire concept is built around international thin ing and gaming no!ledge, !ith Indian pricing. *or the year ending %332-3:, there !ere three *1%/Ks operational, !ith the first one opening in 8o'ember %332.

&ormat#@ Star an0 Sitara

/:

De)i/er4 &ormat2 Star ; Sitara In the beauty space, the companyKs offering, Star ; Sitara aims at pampering the beauty conscious consumer by offering the latest beauty products, ranging from cosmetics, s in and hair care, aromatherapy and fragrances. &tar & &itara is set to be part of most ,ig ,a0aar and e'ery ,eauty and 6ealth (all, !hich the company is in the process of setting up. "here !ere : &tar & &itara operational as on June %33:. Star ; Sitara Bea1t4 Sa)on &tar & &itara, the beauty ser'ices offering, doubles as a uni>ue parlor and salon for men and !omen. Customers !ill be treated to the best >uality hair and s in ser'ices at unbelie'able prices. =ne such store !as operational as on the /3th June %33:. Bea1t4 ; 5ea)t+ Ma)) Pantaloon, !ill be the first retailer in India to offer health, beauty and !ellness products and ser'ices. "his !ill be led through its ,eauty & 6ealth (all format. "ypically, of around %2,333 s>uare feet each, these centers !ill include pharmacies and beauty product 0ones and a host of other offerings such as health cafes, gymnasium, healthcare ser'ices, retailing fitness e>uipments, yoga centers and boo s on health and fitness etc. "he company

/?

plans to open at least three 6ealth & ,eauty (alls during the year %33:-3? in ,angalore, Ahmedabad and (umbai.

&ormat#?C E#TAILING

"he emergence of a mass base of net sa''y Indians is realty today. Access to Internet is no longer limited to a small segment of young, male urban people. Cutting across age groups, gender, geography and socio-economic

/D

bac grounds, Indians are ta ing to the net li e fish to !ater. It is estimated that there are at least %2 million Indians !ho access the Internet on a regular basis. *alling prices of personal computers and laptops coupled !ith increasing penetration of internet, and broadband ser'ices is dri'ing more and more Indians to the Internet. In fact, Indians are no longer limiting their Internet usage to email and chatting. =nline shopping has finally come of age. As the leading retailer in India, Pantaloon could ill afford to o'erloo this emerging segment. "here is a sufficiently large segment of online shoppers !hose consumption spends needs to be captured. ItKs !ith this belief that the company started e$ploring this area. Pantaloon percei'es its online business as yet another deli'ery format that can potentially reach out to %2 million customers. *uture ,a0aar, has modeled itself on a uni>ue complete retailer platform. 4tailing re>uires e$tensi'e sourcing capabilities, !arehousing capacity, buying trends understanding & most importantly a robust & efficient logistic bac end. *uture ,a0aar le'erages the offline brand e>uity and bric & mortar presence of the group 'ia multi channel integration to benefit on economy of scales, economy of scope in promotion & distribution and utili0ing the offline learning into online & 'ice-'ersa to gro! at a faster pace. As a ne! deli'ery format, *uture ,a0aar can benefit from the learningKs and e$pertise gathered in e$isting formats as !ell as boost sales at these formats through the online sale of gift 'ouchers

/E

&ormat#?? Li.ert4 S+oe2 )ith fashion being the focus of the company, the intent is to pro'ide a complete !ardrobe e$perience to the consumer that includes not just apparel but fashion accessories also. Accessories spea a lot about the personality of the indi'idual and are a reflection of the attitude of the !earer. *oot!ear is one such category in the fashion sphere that truly embodies the phrase-best foot for!ard.

13

*oot!ear as a category has been present in most of the companyKs ,ig ,a0aarI *ashion &tation, Pantaloons and Central retail formats. @uring the year under re'ie!, Pantaloon e$plored the opportunity to get into branded foot!ear, by partnering !ith the !ell-established foot!ear company +iberty &hoes. "he joint 'enture named &oot Mart Retai) IIn0iaJ Limite0 !ould launch branded foot!ear retail chains in the country under the DS+oe &a-tor4F brand. "hese stores !ould be located !ithin most retail spaces that Pantaloon !ould be present in, and as stand alone stores across the country. &hoe *actory stores !ould be a destination for men, !omen and children of all ages, !ho can choose from a !ide 'ariety of >uality foot!ear at 'arious price points, suiting their budgets. "he 'enture launched its first store in Ahmedabad on 2th (ay %33:. &pread o'er nearly 1/,333 s>uare feet, this 'alue format houses a !ide range of the latest and trendiest foo t!ear and accessories for all occasions, at unbeatable prices. &ormat#?6 GINI ; JONY

11

"he company recogni0es that the organi0ed ids !ear category has sho!n signs of si0eable gro!th o'er the past couple of years. In order to e$pand and consolidate its presence in this category, the company entered into a joint 'enture !ith the countryKs leading ids !ear retailer, Gini & Jony Apparels P't. +td. "his e>ual joint 'enture named GJ &1t1re &a2+ion2 Limite0, apart from gaining additional 'isibility !ithin all e$isting and upcoming Pantaloons stores and Central malls !ill set up a chain of e$clusi'e ids !ear stores throughout the country, addressing fashion needs of children in all age groups, from 2 to 12 years. "his initiati'e !itnessed the opening of t!o stand-alone stores during the year %332-3: in Indore and Ahmedabad.

&ormat#?7 BIG BA AAR I22e 2a2ta a1r a--+a Ea+in na+iK ,ig ,a0aar has clearly emerged as the fa'orite shopping destination for millions of its consumers, across the country, itKs success is a true testament

1%

to the emotional bonding it has established !ith the Indian consumer, on account of its 'alue offerings, aspirational appeal and ser'ice le'els. &hop till you drop9 ,ig ,a0aar has democrati0ed shopping in India and is so much more than a hypermar et. 6ere, you !ill find o'er 1?3,333 products under one roof that cater to e'ery need of a family, ma ing ,ig ,a0aar IndiaKs fa'orite shopping destination. At ,ig ,a0aar, you !ill get the best products at the best prices from apparel to general merchandise li e plastics, home furnishings, utensils, croc ery, cutlery, sports goods, car accessories, boo s and music, computer accessories and many, many more. ,ig ,a0aar is the destination !here you get products a'ailable at prices lo!er than the (.P, setting a ne! le'el of standard in price, con'enience and >uality. If you are a fashion conscious buyer !ho !ants great clothes at great prices, ,ig ,a0aar is the place to be. +e'eraging on the companyKs inherent strength of fashion, ,ig ,a0aar has created a strong 'alue-for-money proposition for its customers. "his highlights the uni>ueness of ,ig ,a0aar as compared to traditional hypermar ets, !hich principally re'ol'e around food, groceries and general merchandise. ,oasting of an impressi'e array of pri'ate labels, ,ig ,a0aar is continually stri'ing to pro'ide customers !ith a PcompleteK loo . &o be it menKs !ear, !omenKs !ear, ids !ear, sports!ear or party !ear, ,ig ,a0aar fashions has it all9

1/

&ormat#?8 &oo0 Ba<aar Across India, food habits 'ary according to community, customs and geography. *ood ,a0aar, through its multiple outlets addresses this. At the same time it offers best >uality products at !holesale prices to a !ide cross

11

section of the India population. *ood ,a0aar effecti'ely blends the loo , touch and feels of the Indian ba0aar !ith the choice, con'enience and hygiene that modern retail pro'ides. "he food and grocery di'ision of the company !as launched in %33%-3/ and has gro!n to 1? stores nation!ide at the end of the current financial year. (ost stores are located !ithin ,ig ,a0aar, Central and Pantaloons and act as strong footfall generators. "here are separate stand-alone *ood ,a0aars as !ell. "he business contributed just fe!er than 23 per cent of 'alue retailing, and about %3 per cent to the companyKs turno'er during %332-3:. *ood ,a0aar offers a 'ariety of daily consumption items, !hich include staples, soaps and detergents, oils, cereals and biscuits. =n the product category side, the primary segregation is done on the basis of staples, fresh produce, branded foods and home and personal care products.

Se-tion at Big Ba<aar B!B &a2+ion E)e-troni-2 &oo0 Ba<aar

12

G!M! 5ome -are Depot SIS NA(RAS 5ome &a2+ion Comm1ni-ation

1:

&OOD BA AAR

A. G+ar C+a)aana $itna Aa2aan *ood ,a0aar in'ites you for a shopping e$perience, uni>ue by its ambience. At &oo0 Ba<aar 4o1 3i)) *in0 a +it+erto 1n2een .)en0 o* a t4pi-a) In0ian Ba<aar an0 International supermar et atmosphere. *lagged off in AprilK3%, *ood ,a0aar is a chain of large supermar ets !ith a difference, !here the best of )estern and Indian 'alues ha'e been put together to ensure your satisfaction and comfort !hile shopping. "he !estern 'alues of con'enience, cleanliness and hygiene are offered through pre pac ed commodities and the Indian 'alues of R&ee-"ouch-*eelR are offered through the Nba0aar-li eO atmosphere created by displaying staples out in the open, all at 'ery economical and affordable prices !ithout any compromise on >uality. "he best of e'erything offered !ith a seal of freshness and purity !ill definitely ma e your final buying decision a lot easier.

1?

target of Food Bazaar

60 50 sales in lakh 40 30 20 10 0 1 2 3 4 week 5 6 7 8 target achivement

Chef Zone Sales

3.5 3 Sales in lakh 2.5 2 1.5 1 0.5 0 1 2 3 4 Week 5 6 7 8 target achived

1D

RESEARC5 MET5ODOLOGY
Big Ba<aar .a2i-a))4 mean2 .12ine22 an0 in .12ine22 -o))e-tion o* ra3 0ata a))o32 t+e manager2 to 2ee t+e rea) 2-enario an0 t+en taEe a 0e-i2ion a2 per t+e 0ata o.taine0! T+ere are 2e/era) imp)i-ation2 in t+i2 2tatement: T+e4 -an eGamine t+e a/ai)a.)e in*ormation in t+e *orm o* 0ata to maEe a 0e-i2ion T+e4 -an e/en get a -)ear pi-t1re o* t+e 2-enario or potentia) o* Big Ba<aar a2 -ompare0 to ot+er retai) 2tore2 in t+e -it4! T+e in*ormation -an on)4 .e gat+ere0 .4 0ata -o))e-tion an0 t+en ana)4<ing t+e a/ai)a.)e 0ata! T+ere*ore> it -an .e 2ai0 t+at t+e 0ata -o))e-tion i2 an important part o* t+e pro,e-t!

Data Ra3 n1m.er2

In*ormation

T+e pro,e-te0 o.,e-ti/e2 3ere -on2i0ere0 an0 a2 per t+e reL1irement a marEet 21r/e4 3a2 0one!

1E

Pro-e01re: T+e pro-e01re t+at *o))o3e0 -an .e en)i2te0 a2 .e)o3: Rea0ing a.o1t t+e pro01-t De-i0ing on t+e o.,e-ti/e to pro-ee0! De/e)oping S1r/e4 in2tr1ment2 Con01-ting per2ona) inter/ie32 o* 0i**erent age#gro1p2> 2eG> mont+)4 in-ome an0 o--1pation t+ro1g+ a M1e2tionnaire!

Pro-e22 a0opte0:

?! Gaining Eno3)e0ge a.o1t t+e pro01-t at Big Ba<aar: Rea0ing a.o1t t+e pro01-t2 3a2 t+e *ir2t 2tep 1n0ertaEen! T+i2 ga/e not on)4 in 0ept+ Eno3)e0ge a.o1t 3+at i2 .een o**ere0 .4 ot+er p)a4er2 .1t a)2o pro/e0 12e*1) 3+i)e 0e/e)oping t+e L1e2tionnaire! 2. Steps in the Development of the Survey Instruments T+e main in2tr1ment2 reL1ire0 *or 21r/e4 3a2 a 3e))#0e/e)ope0 L1e2tionnaire! T+e L1e2tionnaire 0e/e)opment tooE p)a-e in a 2erie2 o* 2tep2 a2 0e2-ri.e0 .e)o3:

23

Re2ear-+ o.,e-ti/e2 are .eing

tran2*orme0 into in*ormation o.,e-ti/e2!

T+e Appropriate 0ata -o))e-tion met+o02 +a/e .een 0etermine0

T+e in*ormation reL1ire0 .4 ea-+ o.,e-ti/e i2 .eing 0etermine0!

Spe-i*i- M1e2tion2NS-a)e Mea21rement *ormat i2 0e/e)ope0!

M1e2tionNS-a)e Mea21rement2 i2 .eing e/a)1ate0!

21

Re2ear-+

o.,e-ti/e2

are

.eing

tran2*orme0 into in*ormation o.,e-ti/e2!

T+e n1m.er o* in*ormation nee0e0 i2 .eing 0etermine0!

T+e L1e2tionnaire an0 )a4o1t i2 .eing e/a)1ate0!

Re/i2e t+e L1e2tionnaire )a4o1t i* nee0e0!

T+e M1e2tionnaire *ormat i2 .eing *ina)i<e0!

2%

7! C12tomer S1r/e4: T+e peop)e p)a4 an important part a2 a -)ear per-eption o* peop)e a.o1t t+e pro01-t -an .e e2timate0 an0 Eno3n! St104ing t+e nee0 )e/e)2 o* t+e peop)e regar0ing t+e pro01-t2 -an .e o.2er/e0! It 3a2 /er4 12e*1) in Eno3ing a.o1t t+e reL1irement2 o* t+e peop)e! Re2ear-+ De2ign: A t3o 2tage Re2ear-+ 3a2 -on01-te0:

1. Se-on0ar4 Re2ear-+: Data 3a2 -o))e-te0 *rom 3e.2ite2 an0 -ata)og1e2 to 1n0er2tan0 t+e pro01-t o* t+e 0i**erent p)a4er2

%. Primar4 Re2ear-+: A Primar4 Re2ear-+ 3a2 -on01-te0: T+e L1e2tionnaire 3a2 prepare0 *or t+e -ompanie2 an0 *o))o3ing area2 -o/ere0: -ompeting retai) 2tore2 &eat1re2 o**ere0 .4 0i**erent 2tore2 Con21mer pro*i)e Sati2*a-tion )e/e) Rea2on2 *or t+eir p1r-+a2e! De2ira.)e *eat1re2 o* t+e pro01-t an0 2er/i-e!

2/

Samp)ing P)an:E)ement2:T+e target pop1)ation o* t+e 2t104 in-)10e0 t+e genera) pop1)ation o* e/er4 age 3+o enter2 to t+e Big Ba<aar Samp)e 2i<e: ?CC peop)e!

Data Co))e-tion
"he final draft of the >uestionnaire ;see Appendi$< !as prepared on the basis of the obser'ations from the pilot study. "hese !ere then finally filled by 133 customer, for the conclusi'e study. *inally the data collected !as fed into the data analysis soft!are- &P&&, to be analy0ed using statistical techni>ues. "ypes of Primary @ata collectedA &ocioeconomic CharacteristicsA &ocioeconomic characteristics are sometimes called Nstates of beingO in that they represent the type of people. "he factors on !hich !e are !or ing are occupation. (onthly transaction is also an important parameter but it is difficult to 'erify. Although the amount of money that business unit earns in a month is an absolute, not a relati'e >uantity but it is a sensiti'e topic in our society and it is difficult to determine. Attitudes#=pinionsA "hrough the >uestionnaire !e ha'e tried to get hold of customers preference, inclination and re>uirement. Attitude is an important notion

21

in the mar eting literature, since it is generally thought that the attitudes are related to the beha'ior of customer.

(oti'ationA "hrough the >uestionnaire !e ha'e tried to find the hidden need or !ant of customer and ha'e tried to find if these people can be tapped as the potential customer for ,ig ,a0aar. ,eha'iorA ,eha'ior concerns !hat subjects ha'e done or are doing. "hrough the >uestionnaire !e ha'e tried to find out the beha'ior of the indi'iduals regarding the product and their responses. If the responses are fa'orable then the person can be said to be our potential customer. "he primary data ser'es as an important tool to measure the beha'ioral trend of the customer. It helps in ans!ering some of the 'ital Suestions. =btaining the Primary @ataA "he data collection !as primarily done through communication. Communication in'ol'es >uestioning respondents to secure the desired information, using a data collection instrument called >uestionnaire. "he >uestions !ere in !riting and so !ere the responses. 7ersatilityA

22

It is the ability of a techni>ue to collect the information on the many types of primary data of interest to mar eters. It has also been found that some of the people do not ans!er truthfully to all the >uestions especially in the case of the personal details

2:

Data Ana)42i2 "he tools and methods of data collection identified earlier !ere employed to gather data on the consumer perception on ,ig ,a0aar. "he data accrued, especially from the inter'ie!s and >uestionnaires circulated, are tabulated and depicted on graphs in the follo!ing pages. "he data thus gathered and tabulated is analy0ed. "he data is then scrutini0ed and rele'ant interpretations are dra!n. "he major objecti'es of analysis of data areA 1. "o e'aluate and enhance data >uality %. 4$amine effects of other rele'ant factors /. Customer satisfaction ratio, 1. +e'el of satisfaction, 2. Causes of dis-satisfaction, :. Customer responses regarding ser'ices. "he data collection plan, including procedures, instruments, and forms, !as designed and pre-tested to ma$imi0e accuracy. All data collection acti'ities !ere monitored to ensure adherence to the data collection protocol and to prompt actions to minimi0e and resol'e missing and >uestionable data. (onitoring procedures !ere instituted at the outset and maintained throughout the study, since the faster irregularities can be detectedI the greater the li elihood that they can be resol'ed in a satisfactory manner and the sooner pre'enti'e measures can be instituted.

2?

M! ?J Age o* t+e re2pon0ent2! Age ,elo! 1D 1D-13 13-:3 :3 abo'e "otal "otal /3 12 12 13 133

2D

no. of customers age wise

10% 15% 30% Below 18 18-40 40-60 Above 60 45%

Data : "he first criteria respondents !ere as ed to indicate !as the age group they belonged to. .espondents !ere as ed to choose among four age group categories, 'i0., belo! 1D, 1D-13, 13-:3, :3 abo'e years. "he age groups !ere identified as ey factors impacting shopping and purchase decisions of consumers.

2E

Ana)42i2 *rom the table, and pie chart depicted abo'e, the distribution of the population under study is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, 12F indicated that their ages fell in the category 1D-13 years /3F indicated belo! 1D, 12F indicated 13-:3 year and 13F indicated :3 abo'e.

Interpretation : ,y analy0ing the responses to this >uestion, I, as a researcher, as !ell as companies, can identify the demographics of the population that 'isit retail outlets. "he highest number of respondents falls in the age group 1D-13. It can be deduced that most of the consumers !ho 'isit retail outlets regularly are the youth. "hey ma e up almost more than half of the population !ho shop at retail stores.

:3

M! 6J Gen0er o* t+e re2pon0ent2:

Gen0er (ale *emale "otal

Tota) :2 /2 133

No. of customers gender wise

35% ale !emale 65%

Data: Consumers !ere as ed to indicate their gender. "he object of this >uestion is to understand the demographics of the population under study. Ana)42i2:

:1

*rom the table, and pie chart depicted abo'e, the distribution of the consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, :2 !ere female and /2 !ere male. It is e'ident from the responses and the subse>uent tabulation that the number of female respondents !as higher than that of the male respondents in the population under study. *emale are the major buyers at the ,ig ,a0aar. Interpretation: ,y analy0ing the responses to this >uestion, I as ,a researcher, as !ell as companies, can identify the distribution in the number of men and !omen !ho 'isit the retail outlets and appropriate decisions can be made eeping these numbers in mind. "he highest number of respondents !ere female, as is depicted by the graph and chart presented abo'e. "he number of male respondents !as less compared to the female respondents. "!o decisions can be made from the abo'e data collectedA one, more !omen 'isit retail outlets than men. "!o, more !omen are !illing to fill out >uestionnaires and ta e a sur'ey than men. &ince more !omen can be inferred to 'isit retail stores than men, companies can target their offerings and mar eting strategies in t!o areas. .etail outlets can appeal to the !omen customers by offering more products geared especially to!ards !omen. "hey can pro'ide a shopping e$perience that !omen are particularly attracted to.

:%

Another !ay that retail chains can use the abo'e data is to thin ne! techni>ues so that they can appeal to the men rather than the !omen. &ince, fe!er men 'isit retail stores as against !omen, the companies ha'e a large base of potential customers. ,y pro'iding products that are geared to!ards men and by pro'iding a shopping e$perience that attract menKs they can increase their loyal customers. M!7J 5o3 4o1 -ame to Eno3 a.o1t Big Ba<aar! So1r-e 4lectronic media )ord of mouth Print media 6oarding "otal Tota) /3 13 %3 13 133

:/

Source of Knowledge

10% 20% 30% "lectronic media #ord o$ mo%th &rint media 'oarding 40%

Data: Consumers !ere as ed to indicate the source from !here they got information about ,ig ,a0aar. "he object of this >uestion is to understand the source of information of the population under study.

Ana)42i2:

:1

*rom the table, and pie chart depicted abo'e, the distribution of the consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, 13F people got information about ,ig ,a0aar from !ord of mouth /3F from electronic media ,%3F from print media ,13F from 6oardings. Interpretation: ,y analy0ing the responses to this >uestion, I as ,a researcher, as !ell as companies, can identify the source of the information for the customers from !here they got the information about ,ig ,a0aar. Appropriate decisions can be made eeping these numbers in mind. )e should increase the >uality of ser'ice and !hich !e are pro'iding to customers, so that !e can increase loyal customers so that they can influence more people and our customer base can be increased. &econdly !e can increase our ad'ertisement on electronic media as no! days customers are also influenced by adds on "7, and other electronic media.

M! 8J 5o3 o*ten 0o 4o1 2+opO &reL1en-4 =nce a !ee *ortnightly =nce a month Tota) Tota) 12 /3 %2 ?CC

:2

Shopping Frequenc

25% 45%

(nce a wee) !ortnightl* (nce a month

30%

Data: Consumers approached !ere as ed about their fre>uency in 'isits to shops. "he fre>uency points furnished !ereA =nce a !ee , *ortnightly, and =nce a month. "hese fre>uency points !ere identified by obser'ation and inter'ie! as the a'erage times that consumers shop. Ana)42i2 *rom the table, and pie chart depicted abo'e, the fre>uency of shopping of the respondents is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, 12 indicated that they shopped once a !ee , /3 indicated that

::

they shopped *ortnightly %2 !ho 'isit shops, malls or retail stores once a month. Interpretation "his >uestion is aimed at understanding ho! fre>uently consumers 'isit shops and buy their products or a'ail of their ser'ices. "he fre>uency points laid before the respondent ha'e been the result of obser'ation and inter'ie!. ,y analysing the responses to this >uestion, I the researchers, as !ell as companies, can identify the number of times a customer is li ely to shop in a monthKs time. "he highest responses ha'e been attributed to once a !ee shopping. It can be deduced that consumers !ho shop only once a !ee , pose 'ery different challenges to retail stores. &uch customers can be presumed to ha'e a high disposable income and may buy more lifestyle or fashion products. &ince they shop so fre>uently, they must continually be entertained and attracted to ma e repeat purchases at stores. )hen targeting this segment, companies must be able to get ne! stoc strategies continuously. As monthly customers can buy the products in bul so they can shop during ;(.,.,< and other offer seasons but !e can gi'e e'ery !ee big discounts to customers so its more difficult to increase the customer base of !ee ly e'ery !ee , and update their mar eting

:?

customers. It can be increased if employee handle the customer !ell, display of the product, and ambience of the retail outlet is good .

M!9J%+4 0o 4o1 2+op at Big Ba<aarO

&a-tor2 =ffer Price 4asy A'ailability of Product Suality

Tota) 1? %/ /2 %2

Factors effecting Bu ing

35%

25% +%alit* ($$er &rice 17% 23% "a,* Availabilit* o$ &rod%ct

:D

Data: Consumers approached !ere as ed about their factors effecting their purchasing decision. "he factor points furnished !ereA Suality, Price, =ffer, A'ailability of product Ana)42i2 *rom the table, and pie chart depicted abo'e, the factors effecting purchasing decision of consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, /2 ans!ered a'ailability of product %2 ans!ered >uality, %/ ans!ered price 1? ans!ered offers as their main factors influencing their buying decision.

Interpretation "his >uestion is aimed at understanding !hat elements attract the consumer the most. "he preference points laid before the respondent ha'e been the result of obser'ation and inter'ie!. ,y analysing the responses to this

:E

>uestion, I the researchers, as !ell as companies, can identify the biggest factors that influence the consumers in fa'ouring one store o'er others. "he highest responses and the highest factor ha'e been attributed to a'ailability of products on sale, !hen choosing to shop at a particular store. Although it is said that the most important things in retail are N+ocation, location, and locationO, from the consumersK point of 'ie!, pro$imity is of little concern. "he >uality, price and 'ariety of goods play big roles in the decision ma ing process.

M!:J D1ring 3+i-+ o**er 4o1 2+op mo2tO

&a-tor2 )ednesday ,a0aar (onthly ,achat ,a0aar )ee end offers Tota)

No! /3 23 %3 ?CC

?3

!ffers effecting "u ing decision

20%

30%

#edne,da* Ba-aar onthl* Bachat Ba-aar #ee)end o$$er,.

50%

Data: Consumers !ere as ed to ans!ered that during !hich offer they shop most at ,ig ,a0aar. "he object of this >uestion is to understand the type of offers !hich effect the sales of ,ig ,a0aar. Ana)42i2: *rom the table, and pie chart depicted abo'e, the distribution of the consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, 23F customers purchase decision are effected by (.,.,;(onthly ,acaht ,a0aar < /3F are influenced by )ednesday ,a0aar and only %3F got influenced by !ee end offers. Interpretation: ,y analy0ing the responses to this >uestion, I as ,a researcher, as !ell as companies, can identify the offers !hich influence the customers most !hile purchasing at ,ig ,a0aar.

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Appropriate decisions can be made eeping these numbers in mind. )e should increase the no. of offers days as !e can gi'e fortnightly offers, and other additional discounts !hich are not a'ailable outside of ,ig ,a0aar, so that !e can increase loyal customers so that they can influence more people and our customer base can be increased. &econdly !e can increase our ad'ertisement on electronic media as no! days customers are also influenced by adds on "7, and other electronic media, about different offers as many customers are not a!are of different offers going on at ,ig ,a0aar.

M!BJ %+at 0o 4o1 mo2t)4 2+op at t+e Big Ba<aar 2tore2O

Detai) Accessories Groceries =thers ;specify< Clothing

No! %2 /% 1/ /3

?%

sharing in different parts

13% 30% .lothing Acce,,orie, /rocerie, 32% 25% other,

Data Co))e-te0 Consumers approached !ere as ed to indicate the types of products they mostly shopped at ,ig ,a0aar. "he types of products presented !ere Clothing, Accessories, Groceries and others. "hese products !ere identified by obser'ation and inter'ie! as the most popular products that consumers shop for fre>uently. Ana)42i2 *rom the table, and pie chart depicted abo'e, the products fre>uently shopped for by consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, /%F indicated that they essentially shopped for Groceries, /3F Clothing, 12F others ;+uggage, *oot!ear etc<, and %2F Accessories . It is e'ident from the responses and the subse>uent tabulation that consumers, on an a'erage, fre>uently shop for products in the follo!ing descending orderA Clothing, Accessories, =thers and Groceries.

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Interpretation =f the consumers approached, 133 people agreed to fill in the >uestionnaire and this specific >uestion. "his >uestion is aimed at identifying the products consumers shop for fre>uently at retail outlets. "he product categories laid before the respondent are the result of obser'ation and inter'ie!. ,y analysing the responses to this >uestion, I the researchers, as !ell as companies, can identify the main attractions of products and ser'ices offered. "he high number of responses indicate that a large number of consumers 'isit retail outlets for groceries. Appro$ =ne-third of the respondents indicated that they 'isit retail outlets to purchase Clothes. "o the retail stores, the abo'e tabulated responses lead to a 'ery important result. Groceries is the fastest mo'ing consumer good. .etail outlets that pro'ide groceries and apparels can see a higher rate of turno'er and sales 'olume. AJ Are 4o1 a3are 3it+ Big Ba<aar o3n .ran02O Item2 *ood ,a0aar "asty "reat @j & C Tota) No! 13 %2 /2 ?CC

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#wareness a"out Big Bazaar own Brands

25% 35% 0a,t* treat !ood Ba-aar 12 3.

40%

Data Co))e-te0 Consumers approached !ere as ed if they !ere a!are about the ,ig ,a0aar o!n brands as *ood ,a0aar, "asty treat, @j &C etc.

Ana)42i2 *rom the table, and pie chart depicted abo'e, the a!areness about big ba0aar o!n brands in the consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire, 13 replied that they !ere a!are about *ood

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,a0aar %2 !ere a!are about "asty treat and /2 !ere a!are about @j & C brand. Interpretation "his >uestion is aimed at the a!areness in customers about the ,ig ,a0aar o!n brands. "he object is also to analy0e ho! to increase a!areness about the ,ig ,a0aar o!n ,rands among consumers. ,y analysing the responses to this >uestion, I the researchers, as !ell as companies, can identify the a!areness about the big ba0aar o!n brands among consumers. "his indicates that although most consumers are a!are about the big ba0aar brands *ood ,a0aar brands are more popular then other brands.

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@J Are 4o1 2ati2*ie0 3it+ Big Ba<aar o3n .ran02 Ie!g Ta2t4 TreatJO

Detai)2 Les 8o Tota)

No! :2 /2 ?CC

Satisfaction with Big Bazaar "rands

35% *e, no 65%

Data Co))e-te0 Consumers approached !ere as ed about their satisfaction le'el !ith the ,ig ,a0aar o!n ,rands. "his >uestion !as ans!ered by 133 consumers.

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Ana)42i2 *rom the table, and pie chart depicted abo'e, the satisfaction le'el among the customers about ,ig ,a0aar o!n brands =f the 133 respondents !ho ans!ered the >uestionnaire, :2 replied yes that they !ere satisfied !ith the big ba0aar brands and there !ere /2 people !ho !ere not satisfied !ith big ba0aar brands. Interpretation =f the consumers approached, 133 people agreed to fill in the >uestionnaire and this specific >uestion. "his >uestion is aimed at satisfaction le'el among the customers for big ba0aar brand. ,y analysing the responses to this >uestion, I the researchers, as !ell as companies, can identify that many customers are satisfied !ith the o!n brand of big ba0aar. *rom the tabulated data depicted abo'e and responses of the consumers, !e can see that to promote o!n brand !e should ad'ertise more and pac aging can be made more attracti'e.

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?CJ In 3+i-+ area o* operation at Big Ba<aar impro/ement i2 nee0e0O Detai) Cashier &peed &taff Mno!ledge )aiting "ime (anagement Tota) No! 89P 7CP 69P

#rea of impro$ement in operations

30%

25% #aiting 0ime anagement .a,hier 45eed 4ta$$ 6nowledge 45%

Data: Consumers !ere as ed to ans!ered that in !hich operation they !ant impro'ement at ,ig ,a0aar. "he objecti'e of this >uestion is to understand the impro'ement area at ,ig ,a0aar.

?E

Ana)42i2: *rom the table, and pie chart depicted abo'e, the distribution of the consumers is e'ident. =f the 133 respondents !ho ans!ered the >uestionnaire,12F customers need impro'ement in Cashier speed /3F are not satisfied !ith the staff no!ledge about the product %2F thought !aiting process management is not good at ,ig ,a0aar. Interpretation: ,y analy0ing the responses to this >uestion, I as ,a researcher, as !ell as companies, can identify the impro'ement areas in operations at ,ig ,a0aar. Appropriate decisions can be made eeping these numbers in mind. )e should increase the no. of cashiers atleast on )ednesday ,a0aar, )ee ends, (onthly ,achat ,a0aar. &econdly !e can increase sources of entertainment to manage the !aiting process management ,!e can play good songs so that customers are not irritated during !aiting.

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&in0ing2
Generally youth and !omenKs are the main customers at ,ig ,a0aar.

4lectronic media has an great impact on customers they are getting a!are about ne! products and related offers.

@ue to a'ailability of all products under one roof and near by their house helps customers to shop !ee ly and shop fresh e'ery time.

Groceries are the main items purchased by the customers and they are a!are about big ba0aar brands and mostly are satisfied !ith them.

All the customers !ant that their time should not !aste after shopping, number of cashiers should be increased ,!aiting process management should be made good.

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Con-)12ion

"he report re'eals that there is huge scope for the gro!th of organi0ed retailing and impro'ement of ,ig ,a0aar &tore in mumbai city. )ith the changing lifestyle, moderni0ation and !esterni0ation there e$ists a huge scope for the gro!th of ,ig ,a0aar store and is therefore a threat to unorgani0ed retailing. ,ig ,a0aar store are able to pro'ide almost all categories of items related to food, health, beauty products, clothing & foot!ear, durable goods so it become >uite easier for the customer to buy from one shop and hence is a con'inient !ay of shopping !hen compared to unorgani0ed retailing. Aggressi'e (ar eting is the ey to increasing the mar et share in this area, since the mar et has a lot of potential both in terms of untapped mar et .

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Re-omen0ation

"o increase more footfalls more promotional acti'ities must be carried out. *or this ,IG ,A-AA. can either offer more discounts or increase their ad'ertisements. Increase in the number of footfalls !ill lead to increase in sales. . Allo!ing more space bet!een the entrance of a store and a product gi'es it more time in the shopperKs eye as he or she approaches it. It builds a little 'isual anticipation. "he number of trial rooms a'ailable at ,IG ,A-AA. is 'ery less as compared to the number of people coming. "his usually results in long >ueues and !aiting by customers. Install more full length mirrors inside the store so as to assist the customers to ma e better purchase decisions. Play light music inside the store to ma e the shopping a pleasurable e$perience.

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"hey can also e$hibit their ne! line of clothing through e'ents li e fashion sho!s. ,as ets should be scattered throughout the store, !here'er shoppers might need them. (any customers donKt begin seriously considering merchandise until they ha'e bro!sed a bit.

Limitation2
"his research has a number of limitations that must be ac no!ledged. *irst, the sample used for this study consisted mostly of college students. "herefore, these results may not be applicable to the !ider population in general. &econdly, the results of this study are limited to a specialty retail branded purchasing conte$t. +astly, it must be ac no!ledged that there may be numerous other 'ariables that contribute to the de'elopment of customer satisfaction, customer loyalty, and !ord of mouth communication !hich are briefly touched upon belo!. "o con'ince the people for a proper inter'ie!ing process is also difficult. "he figures ha'e been ta en as appro$imations.

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%EBLIOGRAP5Y ; BIBLIOGRAP5Y

!!!.futurebytes.com !!!.pantaloon.com !!!.retailindia.com

!!!.google.com .esearch (ethodology by (.7. Mul arni

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ANNE'URE
NAME: AG4A G48@4.A ,elo! 1D (ale 1D-13 *emale OCCUPATION: 13-:3 Abo'e :3

1< 6o! you came to no! about ,ig ,a0aarT 4lectronic media )ord of mouth Print media %< 6o! often do you shopT =nce a !ee *ortnightly month /< )hy do you shop at ,ig ,a0aarT Suality =ffer 4asy A'ailability of Product

6oarding

=nce a

Price

D:

1< @uring !hich offer you shop mostT )ednesday ,a0aar (onthly ,achat ,a0aar )ee end offers. 2< )hat do you mostly shop at the ,ig ,a0aar storesT Clothing Accessories Groceries =thers ;specify< ____________________________________ :< Are you a!are of ,ig ,a0aar o!n brandsT *ood ,a0aar "asty "reat

@j &C

?< Are you satisfied !ith ,ig ,a0aar o!n brands ;e.g "asty "reat<T Les 8o D< In !hich area of operation at ,ig ,a0aar impro'ement is neededT Cashier &peed &taff Mno!ledge )aiting "ime (anagement @ateUUU &ignatureUUU.