ACKNOWLEDGEMENT

I take this as an opportunity to thank with bottom of my heart all

those without whom the journey of doing my project would not have
been as pleasant as it has been to me.

I am very thankful to my respected sir Mr. Raman Kumar for giving

me their valuable advice and guidance towards fulfillment of the
project.

For any project to be a success, it is very important to get the right

guidance and support which I got from my Coordinator, Mr. Deepak
Kumar I express my gratitude to my faculty guide for inspiring me
throughout the project.

Finally I would like to convey my heartiest thanks to all my well

wishers for their blessing and co-operation throughout my study.
They boosted me up every day to work with a new and high spirit.

VISHAL CHAUHAN
MBA-III Sem.
Roll No. 1328170059

DECLARATION
I hereby declare that this Research Project entitled, A Study on
Buying Behavior of Customers towards the household sections in Big
Bazaar of LUCKNOW written and submitted by me, under the
guidance of Mr. Raman Kumar sir, is my original work and that has
not been submitted to any other University / Institute previously.

VISHAL CHAUHAN
MBA-III Sem.
Roll No. 1328170059

CONTENTS
ACKNOWLEDGEMENT

DECLARATION

CERTIFICATE

CHAPTER-I

8-14

Introduction

Objectives of the study

Scope of the study

10

Importance of study

11

Research Methodology

12-14

CHAPTER-II

16-30

Industry Profile
-Retail industry in India
-Major Indian retail sectors in India

16-19
20

-Big Bazaar

21-25

-Food Bazaar

26-27

-Promotional Programs

28-30

CHAPTER-III

32-62

Data collection

32-33

Data analysis and interpretations

34-62

CHAPTER-IV

64-66

Findings of research

64

Recommendations

65

Conclusion

66

CHAPTER-V
Limitations of the study

ANNEXURE(S)

67-68
68

69-72

Questionnaire
BIBLIOGRAPHY

73

LIST OF PIE CHARTS AND GRAPHS

1. The different sources from where the respondents came

to

know about Big Bazaar.

2. The customers response about the layout & display of Big
Bazaar.
3. Customers feedback about the availability of products in the
household section.
4. Time spent during the visit of big bazaar
5. Money spent on the household products during the visit to big
bazaar
6. Quality satisfaction level of plastics in household section.
7. . To know about the purchasing percentage of plastics in the Big
Bazaar.
8. Customers feedback about the quality of appliances in the
household section.
9. To know whether the prices of items in the household section
are comparatively less than the market price or not.
10.

To know about the availability & capabilities of

salespersons stranded at the household section.

11.

To find out whether the products are easily accessible or

not in Big Bazaar.

12.

To check whether discounts/schemes affects the buying

behavior of the customers in Big Bazaar

13.

To know about the most preferable brands in plastics.

5

14.

The most preferable brands of Appliances among

customers.

CHAPTER -1
INTRODUCTION

OBJECTIVES OF STUDY

SCOPE OF STUDY

IMPORTANCE OF STUDY

RESEARCH METHODOLOGY
7

INTRODUCTION

As customers tastes and preferences are changing, the market

scenario is also changing from time to time. Todays 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 todays world. Technology is one of the major factors which is
responsible for this paradigm shift in the mark. Today we can see a
new era in market with the opening up of many departmental stores,
hyper market, shoppers stop, malls, branded retail outlets and
specialty stores. In todays world shopping is not any more tiresome
work rather its a pleasant outing phenomenon now.
Big bazaar Isse Sasta Aur Acha Kahin Nahin is the hypermarket
discount store initiative of the company (Pantaloon) commissioned to
address the discount & bargain-hunting tendency of the Indian
shopper .Driven by their sounding success of the concept, four Big
Bazaars were rolled out across2,00000 Sq. ft. in Hyderabad,
Bangalore, & Mumbai. These include Mens, Ladies, children
apparel, utensils, kitchenware ,stationery, luggage, toys, optical
8

products, a photo studio & an STD booth among others .Big Bazaar
has more than 50 sales offers across its countries at any time &these
discounts range from 6 to 60%.The magic of the concept is reflected
in the footfall. At Big Bazaar, price was the principal value
proposition at these stores. Schemes of Big bazaar are very popular
like buy two get one free. Also positioning & product availability in
Big Bazaar gained a higher share of the customers shopping basket.

OBJECTIVES OF STUDY

1. To find out the source from where the respondents came to know
about Big Bazaar (division of Pantaloon).
2. To find out the customers response about the Layout & Display of
Big Bazaar.
3. To find out the availability of products in the Household section.
4. To find out the quality satisfaction of Plastics, utensils, appliances
in the Household section.
5. To find out the Price satisfaction level among customers.
6. To find out the availability & capability of salespersons service
stranded at the Household section.
7. To find out the most preferred brands in Plastics, appliances.
9

8. To check whether Discounts or Schemes affects the buying

behavior of respondents.

SCOPE OF STUDY

The scope of this project is to identify the buying behavior of

customers towards the household sections of Big Bazaar in
Lucknow. 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 urban buying behavior of

customers because the research conducted in Lucknow. The scope of

project is limited for Lucknow. It provides help to further the research
for organized retail sector in Lucknow. It aim to understand the skill
of the company in the area like technological advancement,
competition in management.

10

IMPORTANCE OF STUDY

The study shows customers buying pattern towards the household

sections with Big Bazaar in Lucknow. Its provide guideline for further
research in Lucknow for organized retail. Research says about
customer buying behavior towards Big Bazaar in Lucknow. The study
rate of customer satisfaction level with Big Bazaar for Lucknow. The
research is also important to identify Market size, growth and Market
Potential of Big Bazaar in Lucknow. The research shows future
Scenario of Big Bazaar in current perspective. The study shows
Opportunities and challenges for Big Bazaar respect of internal &
external environment. Research says about main competitors in the
field of organized retail sectors. The study provides guideline to
further extension of Big Bazaar in Lucknow. The study provides help
to know the customers satisfaction with Big Bazaar stores i.e.
household sections of the big bazaar.

11

RESEARCH METHODOLOGY

A research Methodology is a way to systematically solve the research

problem. In Research Methodology we study the various steps that are
generally adopted by researcher in studying his research problem
along with the logic behind them. Research in common parlance
refers to a search for knowledge. Information is the lifeblood of
managerial decision-making. The purpose of methodology section is
to describe the research procedure by which the relevant information
is gathered. This section comprises the research design, the data
collection method, the sampling procedures and analysis procedures.

Research Methodology includes: Research Design

RESEARCH DESIGN: A Research design is the overall plan or

program of research. It is the general blueprint for the collection,
measurement and analysis of data. It includes an outline of what the
investigator will do from writing the hypothesis and their operational
implications to the final analysis of data. It is the overall operational
12

pattern or framework of the project that stipulates what information is

to be collected, from which sources and by which procedure.
Exploratory Research

:It means to gain the familiarity with a

phenomenon or to achieve new insight into it. Studies with this object
in view are termed as exploratory or formularize research studies.
Descriptive research: In this type of research, researcher has to
portray accurately the characteristics of particular individual, group or
situation.
Diagnostic research: It deals with determine the frequency with
which something occurs or with which something associated with
something else.
Experimental research :It is used to test a hypothesis for causal
relationship that is the cause & effect relationship.

Research

design

used

during

research

EXPLORATELY

RESERCH DESIGN

Population: It is the target group, which the researcher wants to

know about by studying one or more of its samples. To be complete, a
population must be very explicitly defined in terms of elements,
sampling units, extent and time.
13

Population taken:
LUCKNOW

Sampling Procedure: Sampling is simply the process of learning

about the population on the basis of a sample drawn from it. Thus, in
the sampling technique instead of every unit of the universe only a
part of the universe is studied and the conclusions are drawn on that
basis for the entire universe. A sample is a subset of population units.
The process of sampling involves three elements:

Selecting the

sample, Collecting the information, and Making an inference about

the population. On the basis of sample study we can predict and
generalize the behavior of mass phenomenon.
The

method

of

sampling

used

during

research:

NON

PROBABILITY SAMPLING, CONVENIENCE SAMPLING

Sampling Unit: The sampling unit is the basic unit containing the
elements of the population to be sampled. It may be the element itself,
i.e., the object on which measurements are taken or a unit in which
the element is contained.
Sampling unit chosen for the research: CUSTOMERS OF BIG
BAZAAR

14

Sample Size: 100

Data Collection Method: Depending on the source, statistical data

are classified under two categories:
1) Primary Data
2) Secondary Data
Data used during research: PRIMARY DATAPrimary data are
obtained by a study specifically designed to fulfill the dataneeds of
the problem at hand. Such data are original in character and are
generated in large number of surveys.
Method of data collection used:QUESTIONNAIRE METHOD

15

CHAPTER -2
INDUSTRY PROFILE
RETAIL SECTORS IN INDIA
UPCOMING ORGANIZED RETAIL SECTOR
MAJOR INDIANN RETAILORS

UNIT PROFILE
BIG BAZAAR
FUTURE GROUPS
PRODUCTS
INNOVATIONS
FOOD BAZAAR
PROMOTIONAL PROGRAMMES

16

RETAIL INDUSTRY IN INDIA

Retailing occupies a pre-eminent position in all economies. Retailing

includes all those activities that involve the sale of goods and services
to ultimate consumers for personal, family and household use. Indian
consumers are always known for its price sensitivity. Change in
Indian retailing has been constant but the pace of development is fast
over past few years.
According to survey conducted by CII & McKinsey, the total number
of retail outlets in India is more than 12 million. The survey estimated
that retail segment in India contributes more than 10% to the GDP
and employs around 8% of the total workforce. The high contribution
is attributable to the fact that India has the largest retail outlet destiny
relative to population. Compared to the number of retail outlets per
1000 people, India has 5-10retail outlets where as it is just 3.7 in US.
This itself highlights the extent of retail penetration in India.
Now the Indian Retail Industry is moving from unorganized retail to
organized retail. Organized retail include departmental stores, hyper
markets, discount stores etc. where all shopping needs of the
consumers are met at one place like that of home needs, apparels,
beauty, toys, food, electronics etc.

17

Gone are the days when consumers needed to visit a no of places to

address their shopping list. Small shops, niche shops made that type
of shopping expensive and inconvenient. But now all small needs can
be met through big departmental stores, which make the shopping
convenient for consumers by providing consumer durable and
consumer perishables under a single roof. Organized retail is a big
revolution to Indian economy, which not only contribute to
convenient shopping but also contribute to national growth. Just
think! In a country where 96 percent of the retail outlets are packed
into less than 500 square feet, but the average size of these kind of
department al stores is around 15,000 square feet. In a country where
departmental store refereed to well segregated god own, but now it
means big retail store where all FMCGs are available under one roof.

TRADITIONAL VIEW:
India is the country having the most unorganized retail market.
Traditionally the retail business is run in a shop in the front of the
house. Making India a nation of shopkeepers. The estimated number
of outlets in India was 5.37million in 1999. This means at least 5.5
outlets per 1000 people, the highest number of outlets per capita in the
world. But now the number has increased to 12million. The retailing
landscape is dominated by small independent outlets, which have less
than 500-sq.feet space but together contribute an extraordinary 96%
of total resale.
18

The manufacturers use to distribute goods through C&F agents to

distributors & wholesalers. Retailers happen to source the
merchandise from wholesalers & reach to end-users. Retailers are the
last stage in supply chain, the merchandise price used to get inflated
to a great extent till it reaches from manufacturer to end user.
Manufacturer does not largely control selling prices.
All the merchandise is purchased as per the test & vim and fancies of
the proprietor also the pricing is done on ad hoc basis or by seeing the
face of the customer. Profits are accumulated in slow moving & nonmoving stocks, which become redundant or consumed in-house. Thus
profits were vanished without their knowledge.

CHANGING VIEW:
Since Indian industry is showing changing faces, the retail industry is
not an exception. Indian consumer wants big in less time. With the
changing time, people are more occupied with work, office, family
and children. With this change in their lifestyle their consuming
pattern has also changed. It changed the shape of retail market into
big retail formats i.e. shopping malls, departmental stores,
hypermarkets, super bazaars. The biggest unorganized retail sector is
changing to organized sector. Though it will take time as the society
is dominated by nukkar walas, kirana shops, niche shops etc. the

19

success stories of Pantaloons, Lifestyles and many more are showing

the trend of potential organized retail market.

UPCOMING ORGANIZED RETAIL SECTOR:

In the opening of 21st century, there is evidence of new forms of
retailing. The retail market is becoming more segmented with retail
formats focusing on the needs of a particular consumer groups. The
traditional forms of independently owned small business and cooperatives are losing their market share in big areas, metro cities and
satellite areas. Now they are characterized by large scale multiple
chains run by powerful and sophisticated organizations like super
bazaars, kendriya bhandar. Hypermarkets, departmental stores and
discount stores.

PROSPECTS:
With the changing time and customer lifestyles, gone are the days
when shopping used to be a tiring experience, running to purchase the
specifics from place to place. Now it has become an enjoyment for the
entire family where the desires of all family members can be met
under one roof. Modern organized retail sector has become a long
way. Though it is in infancy stage in India catering the needs of

20

specific segments of the society in the areas of big cities and satellite
areas like Gurgaon ,Lucknow, Noida etc.
According to CII-McKinsey report retailing in India is the biggest
industry with gross sales totaling $180 billion and second largest
generator of employment after agriculture. Retail industry is expected
to grow at the rate of 15-20% per annum in the organized retail sector.
The retail sector is expected to show maximum growth in the areas of
Apparels, Food Retailing and Entertainment. Big format stores are
classified into: Retail malls
Specialty stores
Departmental stores
Discount/Bargain stores
Hypermarket
Hybrid stores.
Though the numbers are few but the success stories of these retail
format scan give the picture of retail potential in India.
Pantaloons (Biyanis),
Westside (Tatas),

21

Lifestyles (ITC),
Food world (RPG), Music World, Marks& Spencer
and many more have made a landmark in Indian organized sector
exceeding Rs.100 crore marks.

22

MAJOR INDIAN RETAILERS

The low-intensity entry of the diversified Mahindra Group into retail

is unique because it plans to focus on lifestyle products. The
Mahindra group is the fourth large Indian business group to enter the
business of retail after Reliance Industries Ltd, the Aditya Birla
Group, and Bharti Enterprises Ltd.
RPG Retail-Formats: Music World, Books & Beyond, Spencers
Hyper, Spencers Super, Daily & Fresh

Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons,

Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel

junction, Landmark, and Titan Industries with World of Titans
showrooms, Tanishq outlets, Chroma.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiris-Formats: Nilgiri's supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom

discount chain.

Vishal Retail Group-Formats: Vishal Mega Mart

23

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

Shoprite Holdings-Formats: Shoprite Hyper

BIG BAZAAR

Is se sasta aur acha kahin nahin-BIG BAZAAR is the hypermarket

discount store initiative of the company commissioned to address the
discount and bargain hunting capacity of the Indian shopper .At big
Bazaar, price was the principal value proposition at these stores. The
store sold a variety of products 5% to 60% lower than the
corresponding market price. Apparel, for instance, was normally
cheaper by 25% to 60%.To popularize discounts, Big Bazaar
circulated a Patrika with offer like:Kanchan frying pan worth Rs.
24

250/- free with Dawat premium Basmati rice worth Rs. 310/- and
Buy two bottles of Haveli pickles, Get the third free.

The magic of the concept is reflected in footfall, Big Bazaar attracts

more than 500000 shoppers every month. More importantly, it has
emerged as the first organized store to reach out to a broad customer
spectrum- from a villager to a wealthy businessman.
In addition to the attractive price differential, Big Bazaars draw was
its unusual offer: that the customer could not locate similar product at
a lower sticker price elsewhere within 10 days, then the customer
would be entitled to gift voucher worth twice the amount of the
difference! Besides, the Shop-in-Shop concept also maximized
footfalls.

Thanks to its positioning and product availability, the Big Bazaar

stores gained a higher share of the costumers shopping basket. The
Big Bazaar stores contributed Rs. 55.88 Cr to the companys turnover
in 2001-02(including Shop-in-Shop sales of Rs. 12.87 Cr).

On successful completion of ten years in Indian retail industry, in

2011, Big Bazaar has come up a new logo with a new tag line: Naye
India Ka Bazaar, replacing the earlier one: 'Isse Sasta Aur Accha
Kahin Nahin'

25

FUTURE GROUP

Future group, led its founder & group CEO Mr. Kishore Biyani is
one of India leading business house with multiple business spanning
across the consumption space. While retail firm 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.

26

PRODUCTS

A Big drive of footfall at Big Bazaar is the product Variety. The

Company stocks about 1,30,000 items over 20 product categories.
This has been supported by the Companys decision not just to stock
it with shops. As a result, a usual Big Bazaar companies shops that
stock medicines,
optical accessories,
camera rolls
bakery products dry fruits,
crockery,
utensils,
glassware,
health and beauty products,
ladies accessories,
saree and dress material
, infant necessities,
readymade garments,
fabrics,
electronics,
watches,
clocks, computer accessories,
food and beverages,
stationery,
household appliance,
27

house hold products,

plastic products,
furniture,
homefurnishings and luggage.
A Big Bazaar also provides PCO Photostats andATM services.

Apparels:

Apparels accounted for 70% of Big Bazaar off take in 2001-02the

price factor was singularly responsible for the success it started from
Rs.99/- upwards to Rs. 799/-. Even though the apparel products at Big
Bazaar reinforced the price with its range mens wear, ladies ethnic,
western wear and kids wear the role of Visual Merchandising was
emphasized.

28

Non Apparels:

Non apparels sales accounted for 10% of Big Bazaar total of sale in
2001-02. A range of more then 1 lac items coupled with a 6% to
60%discounts started a virtuous cycle: thanks to the increased
footfall, Big Bazaar entered in to an attractive negotiation with its
vendors for better prices, which translated into an even higher
footfalls. The non apparel categories include plastics items, footwear
toys, luggage, appliance white goods and stationery.

29

Innovations

Wednesday Bazaar
Big Bazaar introduced the Wednesday Bazaar concept and promoted
it as Hafte Ka Sabse Sasta Din. It was mainly to draw customers to
the stores on Wednesdays, when least number of customers are
observed. According to the chain, the aim of the concept is "to give
home makers the power to save the most and even the stores in the
city don a fresh look to make customers feel that it is their day".
Sabse Sasta Din
With a desire to achieve sales of Rs 26 Crore in a one single day, Big
Bazaar introduced the concept of "Sabse Sasta Din". The idea was to
simply create a day in a year that truly belonged to Big Bazaar. The
concept was such a huge hit that the offer was increased from one day
to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26
Jan).
Maha Bachat
Maha Bachat was started off in 2006 as a single day campaign with
attractive promotional offers across all Big Bazaar stores. It has
attractive offers in all its value formats such as Big Bazaar, Food
Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire
needs of a consumer
The Great Exchange Offer
On February 12, 2009 Big Bazaar launched "The Great Exchange
Offer", through with the customers can exchange their old goods in
30

for Big Bazaar coupons. Later, consumers can redeem these coupons
for brand new goods across the nation.

FOOD BAZAAR

Food Bazaars core concept is to create a blend of a typical Indian

Bazaar and International supermarket atmosphere with the objective
of giving the customer all the advantages of Quality, Range and Price
associated with large format stores and also the comfort to See, Touch
and Feel the products.

31

'FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain

of large supermarkets with a difference. It was flagged off
in April'02.With store sizes ranging from 8,000 sq ft to 15,000 sq. ft.
in Mumbai (two stores), Kolkata, Bangalore & Hyderabad, it is
opening more stores at Gurgaon (Delhi), New Bombay & Nagpur. It
currently caters to over 1.2 million customers every day across 4
outlets in India and is soon set to expand and double this figure across
8 outlets all over the country by June 2003.

Food Bazaar offers the Indian consumer the best of Western and
Indian values. The western values of convenience, cleanliness and
hygiene are offered through pre packed commodities and the Indian
values of "See- Touch- Feel" are offered through the Mandi
atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality.
This satisfies the Indian consumer and comforts her before making
her final buying decision. At other super markets, the consumer is
deprived of this factor.

Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar
Chalaana kitna Aasaan. This positioning platform of Food Bazaar
is evident from the higher discounts and the wholesale price-points
which is below MRP.

32

Food Bazaar represents the companys entry into food retail and is
targeted across all classes of population. Food Bazaar replicates a
local mandi, to provide the much important touch & feel factor
which Indian housewives are used to in the local bazaar. Food Bazaar
has over 50,000 stock keeping units which cover grocery, FMCG
products, milk products, juices, tea, sugar, pulses, masalas, rice wheat
etc, besides fruits and vegetables. All products are sold below MRP
and discounts range between 2% to 20%. Fruits and vegetables are
sold at prices comparable to wholesale prices.

33

PROMOTIONAL PROGRAMS

Visual Merchandising:
In a brand-cluttered world, Visual Merchandising helps to create the
excitement that transforms a customers in-store interest into
purchase.
Visual Merchandising is a scientific management of store space. Its
role is to adequately display products, highlight discounted products,
position products on shelves and design posters in a manner that
increases the customer interest and leads logically to a transaction. As
a result, effective Visual Merchandising informs, showcases and
converts.
Ay pantaloons, they work with architecture design professionals who
make an intelligent use of shelf talkers, high points, focal point
34

displays, signages, danglers and window display. These professionals

are encouraged to design stores with a sensitive reference to the local
culture, events and festivals.

Design studio:
Pantaloons

pay

considerable

emphasis

to

the

consistent

development ofnew products through a dedicated design and

development studio. Thisstudio represents the companys initiative in
the area of product research. Itstudies trends in international fashion
and extends its findings intocontinuous product and design
development. This 16-person Mumbai studiocomprises qualified
NIFT professionals.
The design studio was created with a clear objective:To gradually
migrate the company to a point where 80% of theproducts sold could
be made within the companys factories.
Besides, an in-house design and development studio was created to
meet the growing demand for a wider choice across various categories
Mens wear (formal and casuals), womens wear (western wear and
ethnic wear) and childrens wear- various ages, markets, seasons and
preferences.
At pantaloons, the design team does not work from an ivory tower. It
interacts with category managers, understands their requirements and
35

communicates this information to the merchandising department. The

design team then analyses the likely trends for the various markets
and sets about designing various options- around 500 in 2001-02-for a
season. The design team works closely with the category managers
and the merchandising to ascertain the relevance and viability before
a design is finally frozen.
In 2001-02, the design team widened its offering to include the
following:
Mens casuals : 200 options
Mens formals : 200 options
Mens knits : 500 options
HNY : 300 options
Oye : 200 options
Annabelle : 300 options
Bare jeans wear: 300 options
Besides, the design team helped category managers conduct a
disciplined thematic rollout- symphony on ice series- of garments
with attendant fan fare which captured consumer recall. The design
team was also instrumented in the mens wear category- Cubix,Linea
Classica and ICR. In the ladies wear category, it launched different
styles under the Annabelle, Honey and Bare brands.
36

loyalty Programs:
The maximization of repeat footfalls through customer loyalty
programs has been a tradition at Pantaloons.
As a result, Pantaloons Green Card holders increased from 5,000 to
75,000 and Green Card holders accounted for 25% of store sales in
2002-03.
The Green Card loyalty program was launched in 2000-01, when the
company migrated to the national retail chain. This card was different
from the others ofits kind; it did not just cater to the individual, but to
the entire family.
Benefits: a Green Card for quick billing, the allotment of points
against purchase, the redemption of these points against free
purchases, free tickets to city events, add-on cards, special schemes,
free home delivery, longer exchange periods and free parking.
In 2002-03, Pantaloons Green Card holders enjoyed access to several
events and promotions, which included musical programs, a chance to
win trips toBangkok and Singapore and attendance at visits by Hrithik
Roshan And Aamir Khan to Pantaloons stores.
BIG BAZAARS IN LUCKNOW
There are three big bazaar located in Lucknow:
37

SAHARA MALL near Hazaratganj

INOX near Gomtinagar
PHENOIX

38

CHAPTER- 3
DATA COLLECTION
DATA INTERPRETATION AND
ANALYSIS

39

Data Collection
Depending on the source, statistical data are classified under two
categories:
1) Primary Data
2) Secondary Data

PRIMARY SOURCES:

Questionnaire
Keeping in view the objective of study a questionnaire (as given
Annexure) was selected there is fifteen in all. All questions are small
in size and arranged logically. The language is simple to understand.

Interview
Information was also obtained by conversation with Customers .they
were interviewed personally.

SECONDARY DATA: The second information is taken from

company document available on websites .
The other related journals information and industry associations sites
have also been viewed.

40

SAMPLE SIZE: 100 CONSUMERS contacted during this research

work.
The nature of sampling is NON PROBABITITY CONVINANCE
SAMPLING helped in keeping the path of research in focus
throughout the work.

41

Collection of the questionnaire

Sufficient time was given to the respondents to answer the
questionnaire.
Problem faced while collecting and filling questionnaire

1. Some of the respondents were hesitant to answer the questionnaire.

2. Some respondents did not want to answer the questionnaire, so they
left it unanswered.
3. Where the respondents did not find the relevant answer in his
choice provided, they added their own choice or left it unanswered.

Tabulation
After all the questionnaires were collected back, the responses were
tabulated.
Each answer of the respondent was tabulated to its respective
category.

42

ANALYSIS

I have done a market field survey on big bazaar. I have surveyed

around 100 respondents of Lucknow 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 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 a serious interpretation has been done to best of my
effort.

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1.The different sources from where the respondents came

to

know about Big Bazaar.

SOURCES

61% -- FRIENDS/RELATIVES

16% -- PRINT MEDIA

19% -- NEAR TO THE PLACE

4% -- OTHER SOURCES

44

Interpretation and analysis- when survey was done that most of

the customers came to know about the big bazaar by their relatives
or their friends and16% of them live near to the place so they were
also aware of the big bazaar and 4% people got information by
other sources. From above it is clearly seen that friends and
relatives plays important role for the informations.

45

2. The customers response about the layout & display of Big

Bazaar.

LAYOUT/ DISPLAY

96% -- LIKE
4% -- DISLIKE
Interpretation and analysis- the customers response about the
layout and display of big bazaar was seen that 96% likes the
layout/ display and 4% dont liked it. from response it was
analysed that as the slogan of Big Bazaar Isse Sasta Aur Acha
Kahin Nahin, has been attracted most of the customers which
directly affects on the increase in number of footfalls of
customers in Big Bazaar. As what I have observed that slogan
attracts many number of customers and ultimately affects Big
Bazaar.
46

3. Customers feedback about the availability of products in the

household section.

AVAILABILITY

88% -- AVAILABLE
12% -- NOT AVAILABLE

47

Interpretation and analysis- when I asked about the

availability of the products in the big bazaar it was seen most of
them were fully satisfied with the availability of products 88%
customers said that whatever they need everythings are present
in the household sections of big bazaar and 12 % were not
satisfied with it

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4. Time spent during the visit of big bazaar.

TIME SPENT

10%--Less than an hour

15%-- an hr to 1 hr
35%--1 hr to 1and hr
22%--1&1/2 hr to 2 hr
18%--More than 2 hr

49

Interpretation and analysis- People spend a lot of time in shopping

in big bazaar. Majority of the respondents (35%) said that they spend
at least 1 hour to 1 hours in big bazaar. 22% respondents also said
that they spend 1 hours to 2 hours in their visit to big bazaar. Only
10% of people said that they spend very little time that is less than
half an hour in big bazaar. As per the given data I interpret that
customers are very product choosy now a days and thats why they
spend a lot of time in shopping in big bazaar. Probably customers
might even be spending more time in big bazaar as it provides a very
nice ambience and atmosphere for the people to shop in. Hence those
persons who spend half an hour or less than half an hour in big bazaar
are those persons who just come to purchase limited products and
come only because of low pricing of products. People also spend
much time in it but purchase very few goods.

50

5. Money spent on the household products during the visit to

big bazaar

MONEY SPENT

11% -- Below Rs. 500

22%-- Rs.500-1000
16%-- Rs.1000-1500
22%-- Rs.1500-2000
29%--above Rs. 2000

51

Interpretation and analysis-: We can clearly see from this graph

that majority of the customers spend a lot in big bazaar that is 29% of
people spend more than Rs2000 in a single visit to big bazaar. Equal
number of people that is 22% of people each spend Rs 1000-1500 and
Rs 1500-2000 respectively in a visit to big bazaar.16% of people
spend Rs 500-1000 and only 11% of customers are there who spends
less than Rs500 in their visit to big bazaar. From this I interpret that
most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in big bazaar. Customers tend to
purchase more goods from big bazaar as it provides goods at a
discounted rate. Probably those persons who spend more in a visit to
big bazaar are purchasing on a monthly basis. Those customers who
are spending very less money that is below Rs 500 are mostly coming
in just to move around big bazaar and spend time. In the process they
used to spend money on food items and also purchase some products
while roaming in it. More discounts shall be provided to people who
does bulk purchase. This will encourage people to purchase more
products.

52

6. Quality satisfaction level of plastics in household

section.

PLASTICS QUALITY

53% -- GOOD

29% -- BAD

18% -- DONT KNOW

53

Interpretation and analysis--We can clearly see from this

graph that majority of the customers are satisfied with the
quality of plastics in household section in big bazaar i.e. 53%
are satisfied and they say that quality of plastics in big bazaar is
good, whereas 29% are not satisfied with the quality of the
plastics and 18%

said that they dont know about this .

According to my survey a great number of population are very

much satisfied with the availability & accessibility of products
in Big Bazaar. But there are some complaints regarding the
quality of Plastics In Big Bazaar. Customers found most of the
items in Plastics were damaged& told that they are not long
lasting From the graph it is clear that most are satisfied but 29%
are also there who are not very much satisfied with the products
so some more and more care should be taken of the qualities of
plastics and other appliances too.

54

7. To know about the purchasing percentage of plastics in the Big

Bazaar.
PURCHASE %AGE OF PLASTICS

82% -- PURCHASED
18% -- NEVER PURCHASED

55

Interpretation and analysis-according to my survey 82% purchase

the plastics form the big bazaar but still there are who are not
interested in purchasing of plastics form the big bazaar i.e. around
18% never purchased plastics from here. Also convenient shopping
and self-service attracts the customers.. But the purchasing of Plastics
was in bulk as they are cheaper than other items. So purchasing
percentage of Plastics were more

56

8. Customers feedback about the quality of appliances in the

household section.
APPLIANCES QUALITY

38% -- GOOD
4% -- BAD
58% -- DONT KNOW

57

Interpretation and analysis-According to survey when asked for the

quality of appliances 38% said that quality is good and 4% were not
satisfied with the quality but there were more respondent who said
that they dont know about the appliances quality so it showed that
they dont have interest of taking the appliances from the big bazaar .
In the appliances section, the purchasing percentage of customers was
less than others, because the customers want to buy them from the
exclusive shops like LG & all.

58

9. To know whether the prices of items in the household section

are comparatively less than the market price or not.
PRICE SATISFACTION

63% -- REASONABLE PRICES

16% -- NOT REASONABLE

21% -- SAME AS MARKET PRICE

59

Interpretation and analysis-when survey was done it was clearly

seen that most of

the respondent were satisfied with the price

level.Ther were 63% respondent who said that the price level is
reasonable , 16% said it is not reasonable, but 21% were the
respondent who said tha price level is just as the

other market

price.There were a large percentage of customers who are highly

satisfied with the price level. They feel reasonable prices in Big
Bazaar . But some people didnt agree with the slogan Sasta Price in
BigBazaar as they feel the prices are quite similar to that of the
market price. Aswhat I have observed that middle class families are
highly satisfied with theprice level

60

10. To know about the availability & capabilities of salespersons

stranded at the household section.
SALESPERSON SERVICES

57% -- GOOD
29% -- AVERAGE
14% -- BAD
Interpretation and analysis-from above data it clear that the
availability and capability of the sales persons are good that is most of
the customers are satisfied with the availability and capability of sales
person i.e.53% said it is good, 29% said it is average, and 14% were
not satisfied with it.

61

11. To find out whether the products are easily accessible or not
in Big Bazaar.
EASY ACCESSIBILITY

96% -- YES
4% -- NO

62

Interpretation and analysis- when surveyed to see whether the

products are easily available or not in big bazaar it was seen
96% said that products are easily available and 4% said that
products are not available. From above it is interpreted that
almost respondent are satisfied with easily accessibility of
products.

63

12. To check whether discounts/schemes affects the buying

behavior of the customers in Big Bazaar.
DISCOUNTS/SCHEMES

62% -- YES

38% -- NOT NECESSARY

64

Interpretation and analysis-. When surveyed it was seen that

62% said that discounts/offers attracts the buying behavior of
the customers in big bazaar. but there were 38% who dont
believe that discounts/ offers attracts them. The offers and
discounts also attract lot of customers to purchase items from
Big Bazaar rather than outside. Also convenient shopping and
self-service attracts the customers.

65

13. To know about the most preferable brands in plastics.

PREFERABLE BRANDS OF PLASTICS

28% -- MILTON

19% -- TUPPERWARE

21% -- NISSAN

7% -- PEARLPET

11% -- CELLO

14% -- ANY OTHER

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Interpretation and analysis- when surveyed about the preferable

brands of plastics it was noticed that 28%prefered the Milton, 21%
prefer Nissan 19% Tupperware, 11% cello, and 14% were those who
prefer any other brands of plastics. From above , it is analysed that
Milton was the most preferable brands of plastics and Nissan and
Tupperware was also somehow the most preferable brand in plastics.
Customers are satisfied with the plastics present in household sections
of big bazaar.

67

14. The most preferable brands of Appliances among customers.

PREFERABLE BRANDS OF APPLIANCES

24% -- LG
12% -- SUNFLAME
7% -- MAHARAJA

3% -- SINGER

21% -- PHILIPS

4% -- REMSON

10% -- USHA
8% -- BIRLA
11% -- ANY OTHER

68

Interpretation and analysis- when surveyed preferable brand of

appliances then it was seen that 24% prefer LG and 21% prefer
Philips,12% sunflame, 10% usha, 8%birla, and then 7%maharaja,
4%remson, and 3%singer and there were some of the respondent who
usually prefer some other brands of appliances. From above it is
analysed that the most preferable brands of appliances is the LG and
Philips and least preferable brands were maharaja, singer and remson
and some respondent use other brands of appliances .many of the
respondents answer was that they usually prefer buying any
appliances from the Lg showrooms or any other branded showrooms .

69

CHAPTER- 4

FINDINGS OF RESEARCH
RECOMMENDATIONS
CONCLUSIONS

70

FINDINGS OF RESEARCH

1. I have observed that slogan attracts many number of customers and

ultimately affects on increase in number of footfalls in Big Bazaar.
2. According to my survey a great number of populations are very
much satisfied with the availability & accessibility of products in Big
Bazaar.
3. There are many complaints regarding the quality of Plastics &
Garments In Big Bazaar. Customers found most of the items in
Plastics were damaged &told that they are not long lasting.
4. There were a large percentage of customers who are highly
satisfied with the price level. They feel reasonable prices in Big
Bazaar.
5. The offers and discounts also attract lot of customers to purchase
items from Big Bazaar rather than outside.
6. Big bazaar has positioned itself in the market as a discounted store .
7. Customers realized that Big Bazaar stores provide qualitative
products/service with reasonable price.
8.Big Bazaar mainly deal with middle income group people who want
qualitative product with reasonable cost.
9. Big bazaar has a good reputation of itself in the market.
71

10.Big bazaar 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.

72

RECOMMENDATIONS
1. In the household section some products consisting of Barcode
showing the prices, were not displaying the discounted price on the
label of the product. Means discount deducted from the actual price
were not shown; they were deducted later at the counter during
payment. It made a negative impact on the purchasing of the products
by customers. So staff members have to put the offered prices on the
product itself, as customers may not see the discount board.
2. Chocolate counter should be displayed near the Toy section so that
it can easily attract the attention of Kids.
3. The section containing curtain fabric should be removed from the
household section . It also occupies lot of shelf space in the section.
4. There should be some sitting arrangements in Big bazaar, as the old
people & children get tired & wanted to sit somewhere.
5. The quality of Garments & Plastics should be improved. Means
some good brands should also maintained in big bazaar.
6. It should be seen that customers are satisfied or not.

73

CONCLUSION
As the slogan of Big Bazaar Isse Sasta Aur Acha Kahin Nahin, has
been attracted most of the customers which directly affects on the
increase in number of footfalls of customers in Big Bazaar. As what I
have observed that slogan attracts many number of customers and
ultimately affects on increase in number of footfalls in Big Bazaar. The
offers and discounts also attract lot of customers to purchase items from
Big Bazaar rather than outside. Also convenient shopping and selfservice attracts the customers. According to my survey a great number of
populations are very much satisfied with the availability & accessibility
of products in Big Bazaar. But there are many complaints regarding the
quality of Plastics & Garments In Big Bazaar. Customers found most of
the items in Plastics were damaged &told that they are not long lasting.
But the purchasing of Plastics was in bulk as they are cheaper than other
items. So purchasing percentage of Plastics were more .In the appliances
section, the purchasing percentage of customers was less than others,
because the customers want to buy them from the exclusive shops like
LG & all. The number of appliances purchased from Big Bazaar was
less. There were a large percentage of customers who are highly satisfied
with the price level. They feel reasonable prices in Big Bazaar as well as
in food bazaar. But some people didnt agree with the slogan Sasta
Price in Big Bazaar as they feel the prices are quite similar to that of the
market price. As what I have observed that middle class families are
highly satisfied with the price level.
74

CHAPTER -5
LIMITATIONS OF STUDY

75

LIMITATION OF STUDY
1. People in Lucknow are very large in number. We used random
sample and convenient sample method. Actual information couldnt
be taken from these people because they were large in numbers.
2. As the sample size was only 100, so it cannot be a true
representative of the whole Lucknow.
3. We had very less time to complete this study. To cover all the
people it requires lot of time and money.
4. Some people did not have interest in the questionnaire, because of
less time. They didnt response well. So it affected the results of the
study.

76

ANNEXURE(S)
QUESTIONNAIRE

1. From where did you know about Big Bazaar?

a) Friends/Relative
b)Print Media
c)Near the place
d)Any Other

. 2. Did you like the layout/display of the household section?

a)Yes
b)No
If No, then
why_________________________________________
3. Did you find the product, which you came to buy here?
a)Yes
b)No

77

If No, then what was the

item______________________________
4. How much time do you spend in a visit to Big Bazaar?
a) Less than half an hour
b) Half an hour to 1 hour
c) 1 hour to 1 hours
d) 1 hours to 2 hours
e) More than 2 hours
5. On an average how much amount of money do you spend in a
household sections of Big Bazaar?
a. Below 500
b. 500 1000
c. 1000 1500
d. 1500 2000
e. More than 2000
6. Are you satisfied with the quality of: - Plastic
Goods
a)Yes
b)No
c)Dont Know
7. Are you satisfied with the quality of Appliances
a)Yes
78

b) No
c)Dont Know
8. Are you satisfied with the quality of Utensils
a)Yes
b)No
c)Dont Know
9.Do you feel that prices of items in household section are
comparatively less than the market price?
a)Yes
b)No
c)Same as market price
10.What do you feel about the service stranded of staff at the
household section?
a)Good
b)Average
c)Bad
11.Which are your most preferred brand in plastics?
a)Milton
79

b)Nissan
c)Tupperware
d)Cello
e)Any other
12. Which are your most preferred brand in appliances?
a)Philips
b)Usha
c)Lg
d)Sunflame
e)Any other
13. Do you find all the items easily accessible in the section?
a)Yes
b)No
If No, then
why_________________________________________
14 . Do you prefer to buy the products, which are under
discounts/schemes?
a)Yes
80

b)Not necessary
15.Suggestions:
_______________________________________________________
Name: _______________________
Address:_________________________________________________
Contact No.:___________________

81

BIBLIOGRAPHY

BOOKS

Kotler Philip, marketing management, (Pearson

education,

12th edition)
Malhotra K. Naresh, marketing research (An applied orientation),
Research design, (Prentice hall of India pvt. 5th edition)

INTERNET WEB PAGE

Bigbazaar.co.in

Organizedretail.co.in

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