Consumer Perception for FMCG Products in

Varanasi District: A Case Study of Big Bazaar

(Hypermarket)
By
DEEPIKA SRIVASTAVA

Project Report
SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE DEGREE OF
Master
of
Agribusiness Management

UNDER THE SUPERVISION OF SUBMITTED BY

Dr. O. P. Singh Deepika Srivastava

DEPARTMENT OF AGRICULTURAL ECONOMICS

INSTITUTE OF AGRICULTURAL SCIENCES
BANARAS HINDU UNIVERSITY
VARANASI-221005

ID. NO. ABM-14219 2016 Enrolment No. 364484

 Dedicated
To
My Revered Parents
 Department of Agricultural
Dr. O. P. Singh Economics
Assistant Professor Institute of Agricultural Sciences
Banaras Hindu University
Varanasi 221005
INDIA.

Ref. No. . Date: .

CERTIFICATE
To,
The Registrar (Academic)
Banaras Hindu University,
Varanasi 221005(INDIA)

Through: The Head, Department of Agricultural Economics, Institute of Agricultural

Sciences, BHU, Varanasi 221005. INDIA.
Dear Sir,

This is to certify that the project report entitled Consumer Perception for FMCG
Products in Varanasi District: A Case Study of Big Bazaar (Hypermarket)
submitted in partial fulfillment of the requirements for the degree of MASTER OF AGRI-
BUSINESS MANAGEMENT, in the Department of Agricultural Economics, Institute of
Agricultural Sciences, Banaras Hindu University, is a record of bona fide research carried
out by DEEPIKA SRIVASTAVA ID. NO. ABM-14219, under my supervision and no part
of the Project report has been submitted for any other degree or diploma.

The assistance and help received during the course of this investigation and sources
of literature have been duly acknowledged.

Thanking You.

Forwarded by: Yours faithfully,

(O. P. Singh)
Chairman of Advisory
(Coordinator) (Head) Committee
 Consumer Perception for FMCG Products in
Varanasi District: A Case Study of Big Bazaar
(Hypermarket)
By
DEEPIKA SRIVASTAVA

Project Report
SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE DEGREE OF
Master of Agribusiness Management

DEPARTMENT OF AGRICULTURAL ECONOMICS

INSTITUTE OF AGRICULTURAL SCIENCES
BANARAS HINDU UNIVERSITY
VARANASI-221005

ID. NO. ABM-14219 June-2016 Enrolment No. 364484

PROJECTREPORT APPROVED BY ADVISORY COMMITTEE:

Chairman : Dr. O. P. Singh

Assistant Professor
Department of Agricultural Economics
Institute of Agricultural Sciences, B.H.U., Varanasi.

Member : Prof. H. P. Singh

Professor & Head
Department of Agricultural Economics
Institute of Agricultural Sciences, B.H.U., Varanasi. ....

Member : Dr. B. Jirli

Associate Professor
Department of Extension Education
Institute of Agricultural Sciences, B.H.U.,Varanasi.

External Examiner :
 ACKNOWLEDGEMENTS

At the outset, being the student of this great institution. I bow my head with in great
reverence to the lotus of Mahamana Pandit Madan Mohan Malaviya Ji, the founder of the
Banaras Hindu University whose everlasting desire was to serve the mankind.

I bow my head in great reverence to the omnipotent and omnipresent almighty, for his
kindness and true love towards me and to every creature resending on this wonderful planet.

I consider it to be a rare opportunity and sublime privilege to express my profound sense

of gratitude and reverence to Dr. O. P. Singh, Assistant Professor, Department of Agricultural
Economics and Chairman of my Advisory Committee for his meticulous guidance, indelible
inspiration, persistent encouragement, ingenious suggestions, mellifluous nature and
indefatigable attitude. I will ever cherish the fatherly affection that he bestowed upon me
throughout my tenure as a student under him which helped me to cope with many a trying
situation.

I am immensely thankful and indebted to Dr. Rakesh Singh, Professor and

Coordinator, Master of Agribusiness Management programmed, Department of Agricultural
Economics for his cooperation throughout my study period. I immensely would like to give
him thanks.

I am immensely thankful and indebted to my advisory committee members Dr. H. P.

Singh, Professor & Head Department of Agricultural Economics and Dr. B. Jirli Associate
Professor, Department of Extension Education for their unstinted attention, prudent
suggestions and arduous guidance during course of their investigation and preparation of
manuscript

I deem it my privilege in expressing my fidelity to Dr. Chandra Sen, Professor, Dr. P.

Badal Professor, Dr. V. Kamalvanshi, Assistant Professor, Dr. P. K. Singh, Assistant
Professor and Mr. Neeraj Singh Assistant Professors (MABM), Department of Agricultural
Economics for their diligent guidance, erudite suggestions, timely help, constructive criticism,
constant and continuous encouragement during the course of investigation.
 I am failing short of words in expressing sincere and heartfelt tributes to all the non-
teaching staff members of the Department of Agricultural Economics for their various supports
during my course of study at BHU.

All the words in lexicon will be futile meaningless if, I fail to express my gratitude
towards my parents, S. K. Srivastava and Asha Srivastava for their blessings, sacrifice,
affection, moral support and lots of care throughout my life. I express my indebtedness and
most heartily devotion to them who set the foundation and were always with me during my ups
and downs.

It is indeed a great pleasure to acknowledge the love and cooperation by my dear batch
mates and friends Ayush, Manish, Shubhendra and Akanksha for their caring eyes and
helping hands and making the study periods very much memorable. I also convey my whole-
hearted thanks to my juniors for their sustained cooperation. Every beginning has an end to it
but still I believe friends can scatter, friendship cannot. So the time spend in B.H.U. will always
remain engraved in my mind and soul.

Last but not least, I bow my head before the feet of almighty Baba Vishwanath Bajrang
Bali and Sarashwati Maa seeking their blessings to accomplish the daunting task ahead in my
life.

Date: /../
(DEEPIKA SRIVASTAVA)
Place: B.H.U. Varanasi I.D. No. 14219
Enrollment No. 364484
Master of Agribusiness Management
Department of Agricultural Economics,
Institute of Agricultural Sciences,
Banaras Hindu University,
Varanasi-221005
 CONTENTS

Chapter Particular Page No.

Chapter I : Introduction 01 - 05

Chapter II : Review of literature 06- 08

Chapter III : Research Methodology 09 - 10

Chapter IV : Profile of Big Bazaar 11 - 15

Chapter V : Outcome of Survey 16 - 28

Chapter VI : Findings and Suggestions 29- 30

Bibliography I

Appendix I -III
 LIST OF TABLES

Table No. Title of the tables Page No.

Table 5.1 Frequency to visit to big baazar 16

Table 5.2 Frequency to visit other hypermarket 18

Table 5.3 products mostly purchase in Big Bazaar 19

Table 5.4 major reason for shopping at Big Bazar 20

Table 5.5 Products mostly preferred 21

Table 5.6 price offered at Big Bazar is economical 22

Table 5..7 Quality of products at Big Bazar 23

Table 5..8 variety of products available at Big Bazaar 24

Table 5..9 Service offered at Big Bazar 25

services of the sales personnel in Big Bazaar 26

Table 5.10

Table: 5.11 parking facility available at Big bazar 27

Table 5.12 : overall shopping experience at Big bazar 28

 ABSTRACT
Indias retail Sector is wearing new clothes and is the fastest growing sector in the Indian
economy. Big Bazaar is a part of Future group, owned by Mr. Kishore Biyani, a chain of
hypermarket in India, designed as an agglomeration of bazaars with clusters offering a wide
range of merchandise.

Now a days customers play an important role in the field of decision making. Emotions have
determined a shopping behavior more then he or she needs or wants due to greed customer. In
this context the study also try to throw light on customers perception and expectations in
different ways towards Big Bazaar.

The purchase patterns of consumers related to food items has seen a major shift in developing
economies like India. This can be specifically attributed to the increase in disposable incomes,
access to global information, urbanization, education and health awareness which led to
increase in standard of living of people in India.

My study is based on a survey done on customers of a hypermarket named big bazaar. Big
bazaar is a new type of market. It is a type of market where various kinds of products are
available under one roof. My study is on determining the customers buying behavior of
customers in big bazaar and the satisfaction level of customers in big bazaar. My study will
find out the current status of big bazaar and determine where it stands in the current market.

Some of the suggestions provided by the respondents for improvement include increasing the
efficiency of the billing system in weekends and during festive seasons, proper arrangement of
the products, reducing too much crowd during festive seasons and improvement in parking
facility. Based on the findings the conclusion was that the overall perception of the customers
towards the store is good.

The overall perception was good but there is still scope of improvement, which are the
recommendations given for the study include priority given on the basis of quantity of purchase
in the queue to complete the billing formalities, proper trimming or arrange to complete the
billing formalities, proper trimming or arrangement of the products, making aware and
attractive, attracting the customers by conveying the benefits of visiting the store during off
season, improving the ambience and making sales personnel interaction more effective some
of the recommendations given for the study.
 Chapter - I
INTRODUCTION

The Indian retail industry is the fifth largest in the world, comprising of organized and
unorganized sectors. Indian retail industry is one of the fastest growing industries in India, especially
over the last few years. Though initially, the retail industry in India was mostly unorganized, however
with the change of tastes and preferences of the consumers, the industry is getting more popular these
days and getting organized as well. With growing market demand, the industry is expected to grow at
a pace of 25-30 per cent annually. The India retail industry is expected to grow from Rs. 35,000 crore
in 2004-05 to Rs. 109,000 crore by the year 2010.

Retailing in India is thoroughly unorganized. There is no supply chain management perspective.

According to a survey by AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail
market is unorganized. In fact, only a Rs. 20,000 crore segment of the market is organized. A study by
McKinsey points out that India's market for consumer goods can reach a $450 billion by 2011 - making
it one of the five largest in the world. Further, KPMG in a recent report found that India represents an
economic opportunity on a massive scale, both as a global base and a domestic market. The report,
however, finds that the next leap in the growth of the consumer market will be spearheaded by the
changing dynamics of the retail sector. "Companies expect that the next cycle of change in Indian
consumer markets will be the arrival of foreign players in consumer retailing. Although FDI remains
highly restricted in retailing, most companies believe that will not be for long," says Deepankar
Sanwalka, Executive Director and Head Consumer Markets, KPMG India

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail
market in India will grow from $ 394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG finds
that the organized retail sector in India is expected to grow at a higher rate than GDP growth in the next
five years, driven by changing lifestyles, high income growth and favorable demographic patterns.
According to EIU, India currently has more than five million retails outlets, out of which 96 per cent
are smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is developing
rapidly with malls becoming increasingly common in large cities, and development plans being
projected at 150 new shopping malls by 2008.

The Indian consumer could well be crowned king with all economic indicators in the right
place. Queuing up for the coronation ceremony are a multitude of global companies that are looking at
India as the next consumer market powerhouse and it seems to be the retail sector that will give the desi
consumer royal status. Retailing is the final step in the distribution of merchandise, the last link in
supply chain connecting the bulk procedures of commodities to the final consumers.

1.1 Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tatas, RPG, Rahejas and
Piramals has set up stores/malls and built businesses within retail. These include the Rs 1.9 billion
Food World - a leading supermarket chain set up by RPG; the Rahejas Rs 1.8 billion Shoppers Stop -
a multi-brand departmental outlet and the Crossroads Mall set up by the Piramals. While many of these
initiatives were initially driven by the need to use existing real estate, they are beginning to assume the
contours of a serious business today. Fuel retailers, notably BPCL and HPCL are also expanding their

1
 Introduction
presence from fuel retail to grocery and convenience stores. Suitability of location, optimal utilization
of real estate, diversifying business to reduce reliance on the commodity nature of fuel retail business
and improve margins are the key factors that has lead fuel majors to enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful of
them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40year old Chennai based chain selling
consumer durables and Narulas - the food chain in North India. Interestingly, manufacturers are also
looking for forward integration and are building chains around brands. Brands in apparel, footwear and
durables have driven the growth of specialty chains and upgraded existing multi-brand outlet.

1.2 Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of small,
independent, owner-managed shops, it happens to be the country's second largest employer after
agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of an
increase in the disposable incomes of middle and upper-middle class households.
More and more corporate houses, including large real estate companies, are now entering the
retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid
growth in the number of specialty malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.
Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and
Pantaloons have taken the lead in organised retailing.

1.3 Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only around two per cent
of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade.
Four product categories have led the organized retailing wave: foods, apparel, lifestyle products,
consumer durables and electronics. In recent times, several theme malls such as Gold Souk (jewellery
malls), Wedding Mall, Electronic Mall, Auto Mall, etc. catering to specific needs and occasions have
been completed or announced. Many top developers are now toying with the idea of developing
specialty malls. Specialty malls are already a success in the West, whereas the concept is in its infancy
in India. One could venture so far as to say specialty and theme based retailing will drive the growth of
organized retailing in India.

1.4 Organized retailing

Organized retailing got a leg up during 2004 with the opening of new format stores, rapid
growth of existing players, start-up of new-generation shopping malls, the Government's intention of
allowing a certain level of foreign direct investment in retail and the formation of a retailers' association.
With consumer sentiment positive during most of 2004, it led to substantial spending across a number
of categories such as consumer durables, clothing and lifestyle, automobiles and telecom products. At
the beginning of this decade, organized retailing accounted for a mere $2.9 billion in India. This is only
1.25 per cent of the estimated total retail market. This share has already grown to 2 per cent. Growth
projections for retail business vary widely. Some studies estimate that by 2007, the share of organized

2
 Introduction
retail in the retail pie will jump three times to reach 5-6 per-cent Retail in India largest industry
accounting for over 10% of the country GDP and around 8% of the employment. Retail industry in
India is at the cross road. It has emerged as one of the most dynamic and fast paced industries with
several player entering the market. The future is promising the market is growing government policies
are becoming more favourable and emerging technology and facilitating operations. Some key facts
retail in India largest industry accounting for over 10% of the country GDP and around 8% of the
employment.

1.5 Growth of Indian retail

According to the 8th annual Global Retail Development Index (GRDI) of at Kearney, India
retail industry is the most promising emerging market for investment. In 2007, the retail trade in India
had a share of 8-10 per cent in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12
per cent. According to a report by North bride Capita, the India retail industry is expected to grow to
US$ 700 billion by 2010. By the same time, the organized sector will be 20 per cent of the total market
share. It can be mentioned here that, the share of organized sector in 2007 was 7.5 per cent of the total
retail market.
1.6 Major Retailers in India

Big Bazaar

Big Bazaar is a chain of shopping malls in India owned by the Future Group. The worldwide
country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The group do not
promises more than what it delivers. Their basic attraction associated with reasonable prices is their
unique selling price. Though, the products of Big Bazaar stores stocks might not be advanced, but the
customers are assured to avail the worth of the money spent by them. In 2001, the group opened its first
store at Calcutta, which was the primary departmental store offering regulated services of parking, steel
vessels, apparel, electronics etc. under the one roof at the competitive prices.
Big Bazaar has become a massive hit with lower middle-class and middle class people as a
major client base. At present, the Future Group comprises of various formats and brands like
Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, Loot Mart,
Home Town and Central. The Big Bazaar has several stores located all over the India, among that
Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi.
Big Bazaar has democratized shopping in India and is so much more than a hypermarket. Here
customers find over 170,000 products under one roof that cater to every need of a family, making Big
Bazaar as Indias favourite shopping destination. Big Bazaar is the destination where you get products
available at prices lower than the MRP, setting a new level of standard in price, convenience and quality.
It was started in the year 2001 with the slogan Is se sasta aur achcha kahin nahi. The purpose of the
study is to understand how the customers perceive the store and provide suggestions for improvement.

3
 Introduction
Pantaloons

Pantaloon is one of the biggest retailers in India with more than 450 stores across the country.
Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the country. It's
growing at an enviable pace and is expected to reach 30 million sq. ft by the year 2010. In 2001,
Pantaloons launched country's first hypermarket Big Bazaar. It has the following retail segments:
Food & Grocery: Big Bazaar, Food Bazaar
Home Solutions: Hometown, Furniture Bazaar, Collection-i
Consumer Electronics: e-zone
Shoes: Shoe Factory
Books, Music & Gifts: Depot
Health & Beauty Care: Star, Sitara
E-tailing: Futurebazaar.com
Entertainment: Bowling Co.
Tata Group

Tata group is another major player in Indian retail industry with its subsidiary Trent, which
operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book and
music retailer in India Landmark in 2005. Trent owns over 4 lakh sq. ft retail space across the country.

RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came into food &
grocery retailing in 1996 with its retail Food world stores. Later it also opened the pharmacy and beauty
care outlets Health & Glow.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh
stores and Reliance Mart are quite popular in the Indian retail market.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis
Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments
of retail.

4
 Introduction
1.7 Retail formats in India

Hypermarkets/supermarkets: large self-servicing outlets offering products from a variety of categories.

Mom-and-pop stores: they are family owned business catering to small sections; they are
individually handled retail outlets and have a person al touch.
Departmental stores: are general retail merchandisers offering quality products and services.
Convenience stores: are located in residential areas with slightly higher prices goods due to the
convenience offered.
Shopping malls: the biggest form of retail in India, malls offers customers a mix of all types of
products and services including entertainment and food under a single roof.
E-trailers: are retailers providing online buying and selling of product and services.
Discount stores: these are factory outlets that give discount on the MRP.
Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and other small
items can be bought via vending machine.
Category killers: small specialty stores that offer a variety of categories. They are known as
category killers as they focus on specific categories,
Such as electronics and sporting goods. This is also known as Multi Brand Outlets or MBO's.
Specialty stores: are retail chains dealing in specific categories and provide deep assortment.
Mumbai's Crossword Book Store and RPG's Music World are a couple of examples.

1.8 Challenges facing Indian retail industry

The tax structure in India favors small retail business

Lack of adequate infrastructure facilities
High cost of real estate
Dissimilarity in consumer groups
Restrictions in Foreign Direct Investment
Shortage of retail study options
Shortage of trained manpower
Low retail management skill

2.0Objectives

1. To know the overall perception of the customers towards Big Bazaar;

2. To find out the major factor for choosing Big bazaar;
3. To find out the areas for improvement; and
4. To check the satisfaction of consumers towards Big bazar.

5
 Chapter - II

REVIEW OF LITERATURE

Review of literature provides information to the researchers regarding the previous

work done in their area of research and thereby helps in identifying the theoretical framework
and methodological issues relevant to the study. There were number of theoretical and
empirical studies on the various aspects of flowers cultivation. In this chapter, the most related
studies have been reviewed.

Tendai and Crispen (2009) investigated the influence of instore shopping environment
on impulsive buying among consumers. The result of the study shows that among poor
consumers, economic factors such as cheaper prices, coupons and helpful shop assistants were
more likely to influence impulsive buying. On the other hand, factors with an atmospheric
effect such as music, fresh scent and ventilation may have only been important in helping to
keep consumers longer in shops although they were unlikely to directly influence impulsive
buying.

Goyal and Aggarwal (2009) examined the relative importance of the various products
purchased at organized retail outlets and the choice of format, the consumer has when
purchasing a product. The results of the study depict that food and grocery; clothing, apparels
and accessories; catering services; health and beauty; pharmaceuticals, watches; mobile,
accessories and services; books, music and gifts; foot ware and entertainment are the order of
importance for various items for organized retailing. The most appropriate retail formats for
various items are: food and grocery-supermarket; health and beauty care services-supermarket;
clothing and apparels- mall; books, music and gifts-convenience store and mall; catering
services - mall; entertainment - mall; watches - hypermarket; pharmaceuticals hypermarket;
mobile, accessories and services - hypermarket; foot wears departmental store.

Jain and Bagdare (2009) reviewed the concept of customer experience and identify its
major determinants in context of new format retail stores by analysing customer expectations.
The study highlights that as compared to traditional stores, new format stores are pre-
engineered retail outlets, characterized by well-designed layout, ambience, display, self-
service, value added services, technology based operations and many more dimensions with
modern outlook and practices. They seem to attract and influence young minds by satisfying
both hedonic and utilitarian needs. Customer experience is governed by a range of
demographic, psychographic, behavioural, socio-cultural and other environmental factors.

Ali et al. (2010) indicated the purchase behaviour of the consumers based on frequency
of purchase, monthly expenditure, preferred marketplace, distance to market and food
packaging and the impact of socio-demographic profile of consumers (gender, age, education
and income) on the purchase decisions for grocery, fruits and vegetables. The results show that
vegetables are the most frequently purchased products and most of the consumers shop for
vegetables on a daily basis. Similarly, fruits are generally purchased twice a week. On the other

6
 Review of Literature
hand, grocery products, which are less perishable, are less frequently purchased. The study
further reveals that the income level of a consumer is an important factor which affects most
of the food purchase decisions. Results indicate that a higher income and educational level of
consumers influences their decisions on product and market attributes while gender and age
seems to have no significant impact.

Ghosh and Tripathi (2010) attempted to analyse purchase pattern of customers towards
organized retail outlets in terms of merchandise categories purchased, time spent within the
store, number of merchandise purchased on each visit, stores switching behaviour and store
attribute. The results of the study depict that the younger generation has greater tendency to
visit organized retail outlets. The shoppers which remained within a store for at least two hours
considered shopping to be a stress releaser and fun activity. The commonly purchased items
from a retail outlet are garments followed by groceries, lifestyle products and household
appliances. The study further reveals that customers in tier 2 and tier 3 cities evaluate a store
on convenience and merchandise mix, store atmospheric and services.

Kapoor et al. (2010) proposed a marketing strategy for a modern food/grocery market
based on the consumer preferences and behaviour. A total of 101 households having sufficient
purchasing power were personally surveyed with a structured questionnaire. These households
were spread across the well-developed Gomtinagar area of Lucknow city. Simple statistical
analysis such as descriptive statistical analysis, frequency distribution, cross tabulation,
analysis of variance, and factor analysis to assess the consumers preferences for food and
grocery products and market attributes were carried out. The preferences of the consumers
clearly indicate their priority for cleanliness/freshness of food products followed by price,
quality, variety, packaging, and non-seasonal availability. The consumer preference of
marketplace largely depends on the convenience in purchasing at the marketplace along with
the availability of additional services, attraction for children, basic amenities and affordability.
The results of this study suggest that most of the food and grocery items are purchased in loose
form from the nearby outlets. And, fruits and vegetables are mostly purchased daily or twice a
week due to their perishable nature, whereas grocery items are less frequently purchased.

Malik (2011) aimed to explore the components of retail customer satisfaction and also
investigates the relationship between each of the retail customer satisfaction components and
customers satisfaction level. Product characteristics, Price factor, Physical Aspects,
Promotional Schemes and Personal interaction of retail customer satisfaction were studied. The
study have identified that location, variety of products and reasonable price are the major
motivating factors that influence the customers to visit the retail outlets and emphasis on
facilities such as parking, physical aspects, availability of variety of branded and non - branded
products at reasonable price by the retailer will increase the revenue. There were numerous
studies in the area of consumer satisfaction, Consumer expectations on services, comparative
study on consumer satisfaction towards organized retailing and many. So this study analyses
the consumer attitude that is the basis for consumer satisfaction, towards one of the existing
and growing format among the organized retailing that is departmental stores in Coimbatore
city.

7
 Review of Literature

Jhamb and Kiran (2012) revealed that the changing consumer behaviour towards
shopping and the significance of retailer strategies are important to know the emerging trends
in modern retail formats. Consumers prefer modern retail formats due to its significant product
attributes like improved quality and variety of brands and store attributes which enhance the
shopping experience of consumers like good parking facility and trained sales personnel.
Strategies of retailers like retention strategies, promotional strategies, image improvement
strategies, pricing and competitive strategies are directly contributing to the growth of modern
retail formats in India.

Manocha and Pandey (2012) stated that retailing provides a crucial link between
producers and consumers in modern market economy. Retail in India is most dynamic industry
and represents a huge opportunity both for domestic and international retailers. Modern
retailing is not threat to independent Mom and Pop stores as most of the consumers said that
they never stopped visiting kirana stores. They strongly agreed on coexistence of both is
requirement of the day. Their frequency of going to kirana stores is reduced its kind of
opportunities for reorienting Mom and Pop stores for attracting more customers. So, organized
retailing is beneficial for India because its not alarming to create conflict with unorganized
stores but reshaping unorganized stores into budding/nascent organized stores.

Gopu and Girija (2012) revealed that organized retailing in India is surely on the edge
for a take-off and will provide many opportunities both for existing players as well as new
entrants. Major spending on food and increasing usage of out of home food consumption
represent a significant opportunity for food retailers and food service companies. To be
successful, retail management must be well informed about the extent to which shops activities
contribute towards the overall as well as different dimensions of service quality and attributes.
This requires continual measurement and identification of areas that act as cues for consumer
expectation and satisfaction

Venu and Ranganath (2012) stated that modern retailing, despite its cost effectiveness,
has come to be identified with lifestyles particularly the affluent one, thereby excluding an
important and larger segment of consumers. In fact, in order to appeal to all classes of society,
organized retail stores would have to identify with different lifestyles and socioeconomic strata
and respond to their respective requirements and shopping patterns. To some extent, this trend
is already visible with the emergence of stores with an essentially value for money image.
While insisting on value for money and cost effectiveness, today consumers want a better
shopping experience, recreation, friendly interactions and a wide choice of products and
services. Retail stores have to live up to these expectations in order to flourish, prosper and
grow in the Indian market.

8
 Chapter - III

RESEARCH METHODOLOGY

Present chapter deals with the methodology adopted to fulfill the objectives of the
present study. The study was conducted in the Varanasi district of Uttar Pradesh. Present
chapter is divided into following sub-head.

1. Sampling technique

2. Collection of data and method of enquiry

3. Period of enquiry

4 Analytical tools

3.1 Sampling Technique

3.1.1 Selection of State and District

The Uttar Pradesh was selected purposively for the present study. The Varanasi district
was selected purposively for the present study.

3.1.2 Selection Big Bazaar

In Varanasi district, there are two Big Bazar located at Sigra and Ordali bazar. Out of
this, Big Bazar located at Sigra was selected purposively, because it was operating in district
from October 2014.

2.1.3 Selection of Respondents

Judgment/purposive sampling was used to select the respondents. The 50 respondents

were selected for the present study. The criteria for selection of respondents was, that only
those customer was selected those are purchasing FMCG goods.

3.2 Data Used for Study

Present study was based on the primary data. The data was collected from the
respondents using pre-tested schedule.

3.3 Analytical Tool

3.3.1 GARRETT Ranking

Garrett ranking has used to rank the factors influencing the customers choice for store

9
 Research Methodology

Rij is the rank given for ith item jth individual and Nj is the number of items ranked by jth
individuals.

3.3.2 Likert Scale

Likert scale is simply a statement which the respondent is asked to evaluate according
to any kind of subjective or objective criteria, generally the level of agreement and
disagreement is measured.Likert scaling is a bipolar scaling method, measuring either positive
or negative response to a statement.

3.2 Statement of the Problem:

It is very important for any company to know how the customers perceive their
products, services or the organization as a whole. It is the customers perception which
influences the products and services of the organization. If the organizations makes an attempt
to find the customers perception then, it can alter its products accordingly and offer to its
customers. In this study we are attempting to understand the customer perceptions so that the
store can improve upon in the areas where the customers do not have good perceptions.
Ascertaining customers perception becomes very complicated when it comes to retailing, as
it is a part.

10
 Chapter- IV

PROFILE OF BIG BAZAAR

4.1 The retail industry in India is currently growing at a great pace and is expected to
go up to US$ 833 billion by the year 2013. It is further expected to reach US$1.3 trillion by the
year 2018 at a CAGR of 10%. As the country has got a high growth rates, the consumer
spending has also gone up and is also expected to grow further in the future. In the last four
year, the consumer spending in India climbed up to 75%. As a result, the India retail industry
is expected to grow further in the future days. By the year 2013, the organized sector is also
expected to grow at a CAGR of 40%.

Company Profile:

Type: Subsidiary of Future Group

Founded: 2001.

Headquarters: Mumbai, India.

Industry: Retail

Parent: Future Group.

Owner: Kishore Biyani.

Slogan: Is se sasta aur accha kahi nahin

The headquartered in Mumbai the company operates over 12 million square feet of
retail space as over one thousand stores across 71 cities in India and employees over 35,000
people.

The companies leading formats include Pantaloons a chain of fashion outlet, Big
bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look,
touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and
quality and control a chain of seamless destination malls.

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.

11
 PROFILE OF BIG BAZAAR

Future Group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. Future
Group is present in 61 cities and 65 rural locations. The groups flagship company, Pantaloons
Retail (India) Limited operates over 10,000,000 square feet (930,000 m2) of retail space, has
over 1,000 stores and employs over 30,000 people. Some of its leading retail formats include
Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and
online retail format www.futurebazaar.com.

Future Group companies includes, Future Capital Holdings, Future Generali India,
Indus League Clothing and Galaxy Entertainment which manages Sports Bar, Brew Bar and
Bowling Co. Future Capital Holdings, the groups financial arm, focuses on asset management
and consumer credit. It manages assets worth over $1 billion that are being invested in
developing retail real estate and consumer-related brands and hotels.
The groups joint venture partners include Italian insurance major Generali, French
retailer ETAM group, US-based stationary products retailer Staples Inc and UK-based Lee
Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.

4.2 Big Bazaar

It is a chain of hypermarket in India, which caters to every familys needs and

requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and
is an answer to the United States Wal-Mart. Big Bazaar has released the doors for the fashion
world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings
etc. at best economical prices. Big Bazaar group offers more than 100 stores all over the country
with an amalgamation of Indian bazaars feel and touch with a convenience and choice of the
modern retail facilities. The retail format of the Bi g Bazaar group includes Aadhar, Rural &
Home-Town retail chain, E zone home-improvement chain, sportswear retailer, depot and
music chain is few among others.

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the companys foray into the world of hypermarket discount stores, the
first of its kind in India. Price and the wide array of products are the USPs in Big Bazaar.
Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over
the corresponding market prices. The high quality of service, good ambience, implicit
guarantees and continuous discount programmes have helped in changing the face of the Indian
retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of
a local suburban train.13

Food Bazaar Wholesale prices

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

12
 PROFILE OF BIG BAZAAR

advantages of Quality, Range and Price associated with large format stores and also the comfort
to See, Touch and Feel the products. The company has recently launched an aggressive private
label programme with its own brands of tea, salt, spices, pulses, jams, ketchups etc. With
unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has
proved to be a hit with customers all over the country.

'FOOD BAZAAR'

4.3 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 12
outlets all over the country by June2009.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. 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.

Facilities offered by Big Bazaar

Online shopping:
Big Bazaar has an official website, Future Bazaar.com, which is one of the most
favourite sites among people of India for online shopping. Future Bazaar is an online business
venture of Future Group, which sells an assortment of products such as fashion, which includes
merchandise for men and women, mobile accessories, mobile handsets and electronics like
home theatres, video cameras, digital camera, LCDTVs, kitchen appliances and many more.

13
 PROFILE OF BIG BAZAAR

Discounts:
Hafte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special
discounts were offered on Wednesday every week, to attract the potential buyers into their
store.

Security check:
At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance
system, which detects the products that has attached tags or not.

Consumers perception

4.4 As consumers 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. New generation people are no more dependent on haat market and far off
departmental stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, 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.

Impact / Factors on consumers perception

Customer perception is influenced by a variety of factors. Besides the actual outcome

i.e. did the product or service deliver the expected function and did it fulfil the customers need
the whole process of consumption and all interactions involved are of crucial importance. In
todays globalized information driven economy this can also comprise issues like

How other customers or influencing groups perceive the product or brand

The degree to which the customer feels the actual marketing campaign addresses the
most important issues
Responsiveness and service quality of any affiliates, e.g. distribution partners

Customer perception is dynamic. First of all, with the developing relationship between
customer and company, his perceptions of the company and its products or services will
change.

14
 PROFILE OF BIG BAZAAR

The more experience the customer accumulates, the more his perceptions will shift from
fact-based judgments to a more general meaning the whole relationship gains for him. Over
time, he puts a stronger focus on the consequence of the product or service consumption.

Moreover, if the customers circumstances change, their needs and preferences often
change too. In the external environment, the offerings of competitors, with which a customer
compares a product or service will change, thus altering his perception of the best offer around.
Another point is that the public opinion towards certain issues can change. This effect can reach
from fashion trends to the public expectation of good corporate citizenship. Shells intention to
dump its Brent Spar platform into the ocean significantly altered many customers perception
of which company was worth buying fuel from.
Research has been done on the impact of market share on the perceived quality of a
product.[3] Depending on the nature of the product and the customers preferences, increasing
market share can have positive or negative effects on how the customer perceives the product.

4.4.1 Positive effects of increasing market share on customer perception

Increasing market share can send out positive signals by acting as an indicator of superior
quality that is recognised by more and more other customers. This effect is particularly
strong for premium priced products. Customers normally assume that a product must be
of exceptional quality if it can gain such an unexpected market success despite its high
price.
Many brands offer positive emotional benefits of using a product that is popular in the
markets.
The value of a product or service can rise through increasing number of users of the same
product, e.g. number of members of an online community, better availability of software
for popular computer systems.

4.4.2 Negative effects of increasing market share on customer perception

For premium and luxury products, customers may translate an increasing market share
into a loss of exclusivity and thus perceive it as less valuable.
The quality of services may suffer if they are consumed by increasing numbers of users.
Diseconomies of scales and congestions can be observed with busy airports and many
other services so that customers may look out for other providers that promise more
timely service and convenience.

The concept of customer perception does not only relate to individual customers in
consumer markets. It is also valid in business to business situations. For example, a competitor
benchmarking survey of a large industrial supplier revealed that the market leader, although
recognised for excellent quality and service and known to be highly innovative, was perceived
as arrogant in some regions.

15
 Chapter - V
OUTCOME OF THE SURVEY

Present chapter deals with results of the study. The results of the study were analyzed
with the use of basic data collected for this investigation. The data has been processed and
tabulated in the light of the objectives of present study.

Customer perception: refers to the process by which a customer selects, organizes,

and interprets information/stimuli inputs to create a meaningful picture of the brand or the
product. It is a three stage process that translates raw stimuli into meaningful information.

Each individual interprets the meaning of stimulus in a manner consistent with his/her
own unique biases, needs and expectations. Three stages of perception are exposure, attention
and interpretation

Why customer perception is important for businesses

In todays globalizing economy competition is getting more and fiercer. That means it
becomes more difficult for products and services to differentiate themselves from other
offerings than ever before.

Not only is the number of competitive offerings rising due to globalization of

production, sourcing, logistics and access to information. Many products and services face new
competition from substitutes and from completely new offerings or bundles from industry
outsiders. Since product differences are closed at an increasing speed and many companies try
to win the battle for customers by price reductions, products and services tend to become
commodities.

On the other hand, customer behavior becomes more hybrid. On one hand, customers
are increasingly price sensitive searching for bargains at marketplaces like ebay or buying
their groceries at discount markets. On the other hand they enjoy branded and luxury goods.
One and the same person may plan a weekend trip with a no-frills airline and a stay at a five-
star-hotel. In the result, customers have a wider choice of often less distinguishable products
and they are much

16
 OUTCOME OF SURVEY
Q.1 How often do you visit Big Bazar? How would you rate your answer.

Table no 5.1
Response Respondents Percentage
Weekly 19 38%
Monthly 22 44%
Occasionally 09 18%

18%

38% Weekly

Monthly

Occasionally

44%

Fig no 5.1

Interpretation

Most of the consumers visit Big Bazar on Monthly basis. As shown in the graph above
44% consumers visited big bazar because they mostly came for the purchasing of grocery item
on monthly basis while 38% customers visited big bazar weekly for daily purpose item & 18%
visited occasionally.

17
 OUTCOME OF SURVEY

Q.2 Do you visit other Hypermarkets also?

Response Respondents Percentage

Yes 23 46 %
No 27 54 %

Table no 5.2

46%
54% Yes No

Interpretation

Most of the consumers only visit Big Bazar. Some of the consumers also visit other
hypermarkets like Spencer, Vishal mega mart. As the big bazar have been started since 2014
consumers also visited or addict of other shopping malls like Spencer, Vishal mega mart and
they are too fond of it.

18
 OUTCOME OF SURVEY

Q.3What type of products do you mostly purchase in Big Bazaar?

PARTICULARS RESPONDENTS RANK

1st 2nd 3rd 4th
GROCERY 27 13 7 3

FASHION APPARELS 13 15 14 8

ELECTRONIC ITEMS 7 11 13 19

GIFT ITEM 3 17 10 20

1. Applying GARRETT Ranking

= 100 * (Rij 0.5)

Nj

Table no. 5.3

PARTICULARS

percentage Score Rank

Grocery 42 54 1
Fashion 57.5 46 2
Electronics item 71 39 3
Gift/others 73 37 4

Interpretation:

From the above table it is inferred that among total respondants are 1st rank given to
grocery, 2nd rank given to fashion ,3rd rank given to electronic items & 4th rank given to gift/
others item. Most of the consumer visit big bazar for the purchasing of grocery as most of the
discounts & offers are available on these items.

19
 OUTCOME OF SURVEY

Q.4 What is your major reason for shopping at Big Bazar?

Response Respondents
st
1 2nd 3rd 4th
Economical price 21 17 8 4
Quality products 8 19 13 10
Variety of products 17 21 7 5
Quality Service 6 12 13 19

Applying GARRETT Ranking

= 100 * (Rij 0.5)

Nj

Table no 5.4

PARTICULARS

percentage Score Rank

Low price 46.5 52 1

Quality product 51 50 2
Product variety 61.5 44 3
Quality service 71.5 39 4

Interpretation :

From the above table it is inferred that among total respondants are 1st rank given to
low price, 2nd rank given to variety of products,3rd rank given to quality of products & 4th rank
given to service.

20
 OUTCOME OF SURVEY
Economical price and variety of products are the major factor which drives consumers to Big
bazar.

Q.5 What do you mostly prefer?

Response Respondents
Ist 2nd
Branded products 38 12
Local store products 16 24

Applying GARRETT Ranking

= 100 * (Rij 0.5)

Nj

Table no 5.5

Particulars Percentage scores rank

Branded 61 45 1st
products
local products 63 43 2nd

Interpretation:

From the above table it is inferred that among total respondents are 1st rank given to
branded products, 2nd rank given to local products.

Means most of the consumers prefer branded product rather than to go with big bazars
local brand product.

21
 OUTCOME OF SURVEY

Q.6 Is the price offered at Big Bazar is economical? How will you rate it ?

Table no 5.6
5 point scale Respondents %
Strongly disagree - -
Disagree 2 4
Slightly agree 13 26
agree 17 34
Strongly agree 18 36

% of respondent

0%
5%
15%
strongly disagree
48% disagree
slightly agree
32%
agree
strongly agree

Fig no 5.6

22
 OUTCOME OF SURVEY
Interpretation

48% respondents are strongly agree that the price offered at Big Bazar is economical to
them. Most of the consumers are satisfied with the price of products offered at Big bazar.

Q.7 Is the Quality of products at Big Bazar are always good ?

Table no 5.7
5 point scale Respondents %
Strongly disagree 1 2
Disagree 3 6
Slightly agree 10 20
agree 16 32
Strongly agree 20 40

COLUMN1
strongly disagree disagree
2% 6%

slightly agree
strongly agree 20%
40%

agree
32%

Fig no 5.7

23
 OUTCOME OF SURVEY
Interpretation

40% of respondents are strongly agree that quality of products at big bazar are always
good. Means most of the consumers were somewhat satisfied with the quality of products as
most of them said that all products are clean & well packed.

Q.8 How will you rate the variety of products available at Big Bazaar?

Table no 5.8
Response Respondents %
Excellent 12 24
Good 25 50
Moderate 11 22
Poor 2 4

% of respondent

4%
24%
22% excellent
good
moderate
poor

50%

Fig no 5.8

24
 OUTCOME OF SURVEY
Interpretation

50% of respondents rate the variety of products as good available at Big Bazaar? 24%
rate the products as excellent.

Q.9 Is service offered at Big Bazar satisfactory to you ?

Table no 5.9

Response %
Respondents

Strongly disagree 3 6
Disagree 11 22
Slightly agree 17 34
Agree 10 20
Strongly agree 9 18
Fig no 5.9

% of respondant

6%
18%
22%
strongly disagree

disagree
20%
slightly agree

agree
34%
strongly agree

25
 OUTCOME OF SURVEY
Interpretation

34% of respondents are slightly agree that services offered at Big Bazar are satisfactory
to them. But according to of 22% respondents services offered at Big Bazar are not satisfactory
to them

Q.10.Howwould you rate the services of the sales personnel in Big Bazaar?
Table no 5.10

Response on 5 Respondents %
point scale.

Excellent 10 20

good 16 32

Moderate 15 30

Poor 6 12

Very poor 3 6

% OF RESPONDANTS

EXCELLENT GOOD MODERATE POOR VERY POOR

Fig no 5.10

26
 OUTCOME OF SURVEY
Interpretation

32% of respondents rate the services of the sales personnel in Big Bazaar asgood &
30% as moderate.

Q.11 Are you satisfied with the parking facility available at Big bazar?
Table no 5.11

Response %
Respondents

Strongly disagree 4 8
Disagree 8 16
Slightly agree 13 26
agree 15 30
Strongly agree 10 20

% OF RESPONDANT
strongly disagree
strongly agree
disagree

agree
slightly agree

Fig no 5.11

27
 OUTCOME OF SURVEY
Interpretation

30% of respondents agree as they are satisfied with the parking facility available at Big
bazar, while 26% slightly agree.

Q.12How will you rate your overall shopping experience at Big bazar ?

Table no 5.12
Response Respondents

Disappointed 6
Satisfied 24
Delighted 20

Interpretation

48% of respondents are satisfied with their overall shopping experience at Big bazar.
40% of them are delighted & 12% are disappointed.

Approximately all the consumers were satisfied and delighted with their overall
shopping experience at Big bazar.

28
 Chapter -VI

FINDINGS AND SUGGESTIONS

Findings

The overall perception of consumers towards big bazar is very positive as most of the
consumers were Satisfied or Delighted. Amongst various positive factors price and range
offered at Big bazar are the leading sources.

Majority of consumers visit Big bazar on monthly basis who are followed by those
who visit weekly and few no. of consumers visit occasionally.
Most of the consumers only visit Big bazar but there are a sufficient no. of consumers
who visit other hypermarkets also.
Economical price and variety of products are the major factor which drives consumers
to Big bazar.
Larger fraction of consumers prefer Branded products as compared to those who
prefer Local store products at Big bazar.
Most of the consumers are satisfied with the price of products offered at Big bazar.
However most of the consumers were somewhat satisfied with the quality of products.
Majority of consumers were delighted and satisfied by the variety of products
available at Big bazar.
Most of the consumers were somewhat satisfied with the service and Parking facility
at Big bazar.
Approximately all the consumers were satisfied and delighted with their overall
shopping experience at Big bazar.

29
 Summary And Conclusions
Suggestions

Big Bazaar should keep more goods in stock, so that consumers dont face Goods
Out- of stock problem.

The long queues at the Billing counters were one of the most common problems faced
by majority of the customers. So queue management like introducing Swipe cards
along with more counters during peak periods and offer period is recommended.

The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

There should be periodical evaluation of staff and Sales staff should be trained well
so that they are able to handle all queries and doubts of the customers in a proper
manner.

Big bazar should introduce more attractive weekly offers to increase the frequency of
consumers visiting Big bazar.
Most of the consumers were seeking improvements in the quality of products which
should be taken in care.
Service offered at Big bazar should be improved as it is amongst the main reasons
where Big bazar lags behind.
Promotion of Local store products should also be done to enhance their sale.
Parking facility should be improved as most of the consumers were complaining
about that.

30
 BIBLIOGRAPHY
Ali, J., Kapoor, S. and Moorthy, J. (2010), Buying Behaviour of Consumers for Food
Products in an Emerging Economy, British Food Journal, 112,2, l09-124.

Ghosh. P., Tripathi, V. and Kumar, A. (2010) Customer expectations of store attributes: A
study of organized retail outlets in India, Journal of Retail and Leisure Property, 9, 1, 75
87.

Gopal, V. K. and Ranganath, S. N. (2012), Behavioral Changes of Consumers on Indian

Organized Retailing, Asian Journal of Research in Business Economics and Management, 2,
1, 57-66.

Gopu, J and Girija, T. (2012), An study on consumer attidute towards Departmental Stores
in Coimbatore City,Tamilnadu, International Journal of Research in Commerce and
Management, 3, 6, 15-19

Goyal, B. and Aggarwal, M. (2009), Organized retailing in India- An empirical study of

appropriate formats and expected trends, Global Journal of Business Research, 3, 2, 77-83.

Jain, R. and Bagdare, S. (2009), Determinants of Customer Experience in New Format Retail
Stores, Journal of Marketing and Communication, 5, 2, 34-44.

Jhamb, D. and Kiran, R. (2012), Emerging trends of organized retailing in India: An shared
vision of consumers and retailers perspective, Middle East Journal of Scientific Research,
11, 4, 481-490.

Malik, M. R. (2011), Determinants of retail customer satisfaction- A study of organized retail

outlet in Kurukshetra, Indian Journal of Marketing, 41, 4, 56-63

Tendai, M and Crispen, C. (2009), In-store shopping environment and impulsive buying,
African Journal of Marketing Management, 1, 4, 102-108.

Internet web sites

bigbazaar.co.in
Literature review on bigbazaar.com
retailseminar.in
organizedretail.co.in
www.futuregroup.com.
 Appendix
Title: Consumer perception for FMCG products in Varanasi district

: A case study of Big Bazaar

NameContact No

Gender: Male/Female

Marital status: Married/Unmarried

Occupation Student/ Business Man/ Employee/ Others

Sir/Madam am a student of Agri-business Management (BHU) doing a study on consumer perception towards
Big Bazaar. Kindly answer the question listed below. Responses provided would be strictly used for academic
purpose.

Q.1. How frequently do you visit Big Bazaar?

Weekly monthly occasionally

Q.2.Do you visit other hypermarket

Yes No

Q.3 What type of products do you mostly purchase in Big Bazaar?

Grocery

B) Fashion

Electronic Item/other

Gift
Q4. What drives you to Big Bazaar?

Economical/lower price

Quality product

Product range

Service

Q5. Which type of brand you prefer while doing shopping?

Local Store brand

private label Branded

Q.6 Is the price offered at Big Bazar is economical? How will you rate it?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.7.Is the Quality of products at Big Bazar are always good ?

strongly disagree

disagree

slightly agree

agree

strongly agree

Q.8 Is service offered at Big Bazar satisfactory to you ?

strongly disagree

disagree

slightly agree
 agree

strongly agree

Q.9 How would you rate the services of the sales personnel in Big Bazaar?
a) excellent

b) good

c) moderate

d) poor

e) very poor

Q.10 Are you satisfied with the parking facility available at Big bazar?
strongly disagree

disagree

slightly agree

agree

strongly agree

Q.11. How would you rate your overall shopping experience at big bazaar ?

Disappointed

satisfactory

delighted

Please write..............................................