A

PROJECT REPORT
ON
CONSUMER PREFERENCE TOWARDS BIG BAZAAR
AND
OBSERVATIONAL STUDY OF STORE LAYOUT
At

Future Value Retail Limited

( Future Group)
Submitted By:
About Big Bazaar Hypermarket
Chain of Departmental Stores
Outlet 104 outlets in India
Located in 70 Cities
Parent group Future Value Retail Limited (FVRL)
Subsidary of Future Group
Owner Kishore Biyani
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail
Website www.bigbazar.com
Tag Line ‘is se sasta aur achha kahin nahi’
 Products

Food

Apparels Farm
Products
Child Care
and Toys
Furniture Chill
Station
Other
Services
Fashion Home and
and Personal
Jewellery Electronics Care
 SWOT ANALYSIS
 Strengths  Weaknesses

 High Brand Equity in evolving retails  Specific items are not consistently available
markets
 Low incentives are provided to the sales
executives
 State-of-art infrastructure of Big Bazaar
outlets

 A large percentage of customers come

from the growing Indian middle class.

 One stop shop for variety of products,

increasing customer time and available
choices
 Opportunities
 There remains a large future scope for the retail
industry in India, as incomes rise and
consumption increases.
 Threats
 Competition from current Indian retail
companies like Shoppers Stop, Trent, Lifestyle,
and D-mart.

 Possible future competition from international

 Organized retail is just 4.15%of total pie of retail companies like Wal-Mart.
Indian retail market
 Unorganized retail market of India
STRUCTURE OF THE STUDY
 Research work
(A) Consumer Perception towards Big Bazaar

Research objectives

 The main objective of this project is to increase the customer footfalls in the
store

 To identify the most preferred products among the customers.

 To identify the level of customer service provided in the store.

 To identify the relation between promotional schemes and purchase

intension of customers.

 Sample Size – 100

 Sampling Procedure – Non Probability Convenience Sampling

Preferences

NO. OF CUSTOMERS

80
70
60
50
40 Series1
30
20
10
0

CATEGORY

Preference for Apparels, Grocery and Home Utility Items are more as compared to
others.
Location of store

9 4 6

Not important at all

Not important

32 Neutral
Important
49 very important

Almost 50% of the customers rated it as an important factor, which is because of

no better option in the nearby locality.
Promotional schemes offered

0
19 24
Not important at all
Not important
Neutral
Important
very important
57

Promotional scheme offered was rated as important by 57 customers, while 19 rated it as

very important. This is the major reason that attracts them to but from the Big Bazaar.
How do you come to know about promotional schemes ?

90
N O . O F C U ST O M ER S

80
70
60
50
40
30
20
10 Series1
0
New spaper Radio Cable Pamphlets
SOURCES

Print media is the most preferred source.

Attending & Handling Customer complaints

Attending Handling Complaints

23

42 Yes Yes
58 No No

77

Both the chart indicates poor service at the store.

Sales Promotion Effect
N O . O F C U ST O M ER S

100
80
60
40 Series1
20
0
Samples Contests Coupons Special
off ers
SALES PROMOTION

Currency/coupons on Wednesday attracts customer the most.

Pricing
70
60
50
CUSTOMERS

40
Series1
30
20
10
0
Very Satisfy Neutral Dissatisfy Very
Satisfy Dissatisfy
PARAMETERS

Pricing is the USP for Big Bazaar .

Billing

10 3 6
Poor
Bad
38 Neutral
Good
43
Excellent

Inadequate staff at billing counter leads to customers frustration.

Errors in store
Suggestions Implemented

Front Display

Before After
(B) Store layout survey

 Research objective

 To find out the unsold product in the store.

 To know the buying pattern of customers.

 To know the most attractive department in the store.

Sample size – 100

Research approach – Observational Approach
 Observation Result

MO ELECT ACCES
NON BIL PLASTICS & RONIC SORIE FOOTW TOY APPA STATIO PHOTO LUGGA
FOOD FOOD E UTENSILS F&V S S EAR S RELS NERY DEPOT GE

57 45 12 37 20 13 10 10 16 37 8 7 18
Findings
 Majority of customers moves to the food and non food
department

 Plastics & utensils and Apparels indicate the satisfactory

number.

 Electronics, Accessory and Footwear are the department

with lower number of customer moving to that particular
department.

 Stationery and Photo depot are the least visited

department in the store .

 F&V, Mobile counter, Luggage and Toys shows

satisfactory numbers of customers.
Suggestions
 Stationery board should be display at the
entrance of the 1st floor

 Proper lightings at the photo depot is required.

 The kiosk at the photo depot can be used as a

USP.

 More variety of footwear collection should be

included in the footwear dept.

 Mens jeans are outdated and needs to be

replaced according to the latest trends.
 Big Bazaar Anniversary
 BB celebrated its 6th Anniversary in Gujarat and
Rajasthan zone.
 Gujarat : - 9th to 18th July
 Rajasthan : - 16th to 25th July

 We were required to bring alliances, help in

advertising and carry out customer connect
activities at store.
On the job learnings

(A) Alliances

A Strategic Alliance is a formal relationship

between two or more parties to pursue a set of
agreed upon goals or to meet a critical
business need while remaining independent
organizations.
 Strategic Alliances - Achievements

Sr.
Company Product Quantity Cost
No.
Nalsafari Weekend
1. Nalsafari 1 Rs.21,00,000 /-
Homes
2. General Motors Chevrolet Spark 2 Rs. 7,20,000/-
Mahindra 2
3. Duro & Kine (scooters) 8 Rs. 3,20,000/-
Wheelers
4. ICICI Bank Silver Coins - Rs 1,20,000/-
TOTAL Rs. 32,60,000/-
Advertisement

Banners & Leaflets

15,000 copies of leaflets & 100 Banners was

supervised.
 Customer connect activity
Customer engagement is the emotional
connection or attachment that a customer
develops during the repeated and ongoing
interactions.

Cake Cutting Daily Lucky Draws Games

Conclusions

 From the overall research it can be concluded

that the staff of the Big Bazaar needs to be
proactive in handling customer complaints,
Attending the customers and providing product
information in store. If all the above suggestions
are implemented properly than Big Bazaar can
be the most and only preferred store for the
nearby people. The positive point for the store
is that 96% customers have agreed to
recommend others to shop from Big Bazaar.
Bibliography
Reference Books

 Kotler philip, Marketing Management, Eleventh Edition,

2002, Prentice-Hall of India, New Delhi.
 Cooper and Schindler, Research Methodology.

Website

 www.pantaloon.com
 www.wikipedia .com
 www.timesofindia.com
 www. bigbazaar.com