A project report on customer feedback at big bazaar
It gives me immense pleasure to acknowledge my deep sense of gratitude to……………….. (Marketing Head) & …………………… (DepartmentalHead) for providing me an opportunity to enlighten me from their rich &varied experience during the different stages of my training.The efforts put by me during the development of this project would not havebeen a success, had it not been for the people around me, who encouraged &help me at all times. I am also thankful to ………………. (Stores Manager)who encouraged me a lot. I am grateful to my friends & parents who helpedme during the different stages of my project.I owe this moment of satisfaction with a deep sense of gratitude to myManagement Department who motivated me right from the beginning. Theinterest, skillful continuous guidance & constant supervision at every stageof project have been the greatest help to me to bring out this work in itspresent form.
I, …………………, the student of M.B.A. (III sem), TIT&S Bhiwani,hereby declare that I have completed this project myself during summertraining under the title “CUSTOMER FEEDBACK” in Gurgaon, for aperiod of 8 weeks started from 4th June to 4th August. All the information is wholly my own and original andnot copied from anywhere else.
Industry ProfileCompany Profile • Background • Growth • Pioneering • Brands • Concept & Evolution • Retail space • Business Division Big Bazaar Food Bazaar • Pantaloon Performance Drivers • Vision • Rewards & RecognitionUnit ProfileProject undertakenPrefaceResearch Design • Population • Sampling Procedure • Sampling Unit • Sample Size • Data collection Method • Limitations Data Analysis Conclusion Recommendations Annexure • Questionnaire • Bibliography
Retailing occupies a pre-eminent position in all economies. Retailingincludes all those activities that involve the sale of goods and services toultimate consumers for personal, family and household use. Indianconsumers are always known for its price sensitivity. Change in Indianretailing has been constant but the pace of development is fast over past fewyears. According to survey conducted by CII & McKinsey, the total number ofretail outlets in India are more than 12 million. The survey estimated thatretail segment in India contributes more than 10% to the GDP and employsaround 8% of the total workforce. The high contribution is attributable to thefact 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 ofretail penetration in India.Now the Indian Retail Industry is moving from unorganized retail toorganized retail. Organized retail include departmental stores, hyper markets,discount stores etc. where all shopping needs of the consumers are met atone place like that of home needs, apparels, beauty, toys, food, electronicsetc.Gone are the days when consumers needed to visit a no of places to addresstheir shopping list. Small shops, niche shops made that type of shoppingexpensive and inconvenient. But now all small needs can be met through bigdepartmental stores, which make the shopping convenient for consumers byproviding consumer durable and consumer perishables under a single roof.Organized retail is a big revolution to Indian economy, which not onlycontribute to convenient shopping but also contribute to national growth.Just think! In a country where 96 percent of the retail outlets are packed intoless than 500 square feet, but the average size of these kind of departmentalstores is around 15,000 square feet. In a country where departmental storerefereed to well segregated godown, but now it means big retail store whereall FMCGs are available under one roof.
TRADITIONAL VIEW:India is the country having the most unorganized retail market. Traditionallythe retail business is run in a shop in the front of the house. Making India anation 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 highestnumber of outlets per capita in the world. These outlets however, barelycome within the organized sector. 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 anextraordinary 96% of total resale. But now the retailing landscape hasincreased to 15000-sq.feet space. The manufacturers use to distribute goods through C&F agents todistributors & wholesalers. Retailers happen to source the merchandise fromwholesalers & 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 reachesfrom manufacturer to end user. Manufacturer does not largely control sellingprices. All the merchandise is purchased as per the test & vim and fancies of theproprietor also the pricing is done on ad hoc basis or by seeing the face ofthe customer. Generally the accounts of trading & home are not maintainedseparately. Profits are accumulated in slow moving & non-moving stocks,which become redundant or consumed in-house. Thus profits were vanishedwithout their knowledge.
CHANGING VIEW:Since Indian industry is showing changing faces, the retail industry is not anexception. Indian consumer wants big in less time. With the changing time,people are more occupied with work, office, family and children. With thischange in their lifestyle their consuming pattern has also changed. It changedthe shape of retail market into big retail formats i.e. shopping malls,departmental stores, hypermarkets, super bazaars. The biggest unorganizedretail sector is changing to organized sector. Though it will take time as thesociety is dominated by nukkar walas, kirana shops, niche shops etc. thesuccess stories of Pantaloons, Lifestyles and many more are showing thetrend 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 focusingon the needs of a particular consumer groups. The traditional forms ofindependently owned small business and co-operatives are losing theirmarket share in big areas, metro cities and satellite areas. Now they arecharacterized by large scale multiple chains run by powerful andsophisticated organizations like super bazaars, kendriya bhandar.Hypermarkets, departmental stores and discount stores. Retailer Turnover Total floor Total no. of (Rs Cr) space outlets (lakh sq. feet) 2003-0 2004-0 2003-0 2004-0 2003-0 2004-05 4 5 4 5 4Pantaloon 650 1300 11.0 30.0 31 74RPG 545 800 5.2 7.5 110 130-134Shoppers’Stop 404 545 6.3 8.5 13 40Lifestyle 230 310 3.2 3.2 7 15Westside 120 - 2.3 3.3 14 18/19Ebony 85 100 1.7 2.4 8 12Piramyd 72 140 1.3 5.0 3 7/8Globus N.A. - 1.5 6.0 * 7 14/15* Foot Notes: *figures are for the year 2006-07.PROSPECTS:
With the changing time and customer lifestyles, gone are the days whenshopping used to be a tiring experience, running to purchase the specificsfrom place to place. Now it has become an enjoyment for the entire familywhere the desires of all family members can be met under one roof. Modernorganized retail sector has become a long way. Though it is in infancy stagein India catering the needs of specific segments of the society in the areas ofbig cities and satellite areas like Gurgaon, Noida etcAccording to CII-McKinsey report retailing in India is the biggest industrywith gross sales totaling $180 billion and second largest generator ofemployment after agriculture. Retail industry is expected to grow at the rateof 15-20% per annum in the organized retail sector. The retail sector isexpected to show maximum growth in the areas of Apparels, Food Retailingand 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 formatscan give the picture of retail potential in India. Pantaloons (Biyanis),Westside (Tatas), Lifestyles (ITC), Food world (RPG), Music World, Marks&Spencer and many more have made a landmark in Indian organized sectorexceeding Rs.100 crore marks.
Background:“Pantaloon Retail (India) limited” was incorporated as Manz Wear PrivateLimited by Kishore Biyani on 12 October 1987, converted into publiclimited company in September 1991, renamed as Pantaloon Fashions (India)Limited a year later & thereafter into Pantaloon Retail (India) Limited inJuly 1999. The company is headquartered in Mumbai & possesses plants atTarapore & Mumbai to manufacture garments.The company’s shares are listed on the Mumbai & NSE. The company’smarket capitalization was Rs 82.10 Cr in 2002 on the Mumbai StockExchange. The promoters, the Mumbai based Biyani family,hold a near 50%equity in the company. The company has approximately 14,000shareholders.Growth:Pantaloon reported a turnover of Rs 650 Cr in 2003-04, Over this periodcompany has evolved as from a small manufacturing concern into India’slargest manufacture-retailer, integrated along the entire value chain. By theend of the first quarter of 2002-03, the company’s presence had grown to 14departmental stores & 4 hypermarkets. The company had 2,13,000 Sq Ft. ofPantaloons departmental stores & 1,72,000 Sq Ft. of Big bazaar discountstores (end of first quarter, 2002-03).Pioneering:Over the years, the company has accelerated growth through its ability tolead change. A number of its pioneering concepts have now emerged asindustry standards. For instance, the company integrated backwards intogarment manufacturing even as it expanded its retail presence at the frontend, well before this was attempted by any other Indian retail company. The company was first to introduce the concepts of the retail departmental store for the entire family in 1997.
The company was the first to launch a hypermarket in India with Big Bazaar, a large discount store that it commissioned in Kolkatta in October 2001. And the company introduces the concept of Food Bazaar, a unique Mandi within a hypermarket, which was launched in July 2002 in Mumbai.Brands:The company’s retail presence is marked by visible & reputable brands like: John Miller, Bare, srishti, HNY, Annabelle, scotsville, Ajile,pantalength & Pantaloon (India’s no. one trouser).The company delivers adequate customer choice by stocking non competing& complementary brands owned by other manufacturers.Concept:Pantaloons introduced the concept of the departmental store. It stocked allthe customer lifestyle needs from clothing, home needs, apparels, beautyaccessories & other products. In doing so, the company addressed around20% of the customer’s shopping basket. In 2002-03, the company took thisinitiative an important step further. It introduced the hypermarket discountstore with more than 1,80,000 items --- food, grocery, utensils, kitchenneeds, home needs, bath needs, toys, stationery, electronics & white goods-that now catered to nearly 60% of the customer’s shopping basket,translating into higher footfalls & turnover.Evolution:
1987-88 Product Driven: Began manufacturing trousers. Stage I Stage II 1988-92 Brand Driven: Bare and John Miller came in. Stage III 1992-97 Distribution Driven: Began focusing on wholesale, multi-level marketing to drive penetration.RETAIL 1997-2001 Retail Driven: The stores came up, first own Stage IVSPACE: label stores, then department stores and other formats. The 2001-04 Knowledge Based: Begins focusing on capturing Stage Vcompany internal knowledge on consumers, processes,has 15Pantaloon locations…..stores VI By 2007, Pantaloons will be Design Driven organization. Stageacrosssome ofthe most attractive retail designations in India. These locations continued tobe marked by people with a disposable surplus and a discernable willingnessto buy quality products and pay commensurate prices for them.The company’s coverage is given below:
S.No. Name of the store Retail Space (Sq. feet)1. Pantaloons, Gariahat, Kolkata 16,0002. Pantaloons, Hyderabad 16,0003. Pantaloons, Nagpur 6,0004. Pantaloons, Adyar 4,5005. Pantaloons, Himayatnagar, Hyderabad 9,0006. Pantaloons, Secunderabad 1,5007. Pantaloons, Crossroad, Mumbai 4,0008. Pantaloons, Thane, Mumbai 6,0009. Pantaloons, Pune 10,00010. Pantaloons, Chennai 22,00011. Pantaloons, Ahemdabad 34,00012. Pantaloons, Camac street, Kolkata 46,00013. Pantaloons, Kanpur 30,00014. Pantaloons, Pune-INOX 8,00015. Pantaloons,Gurgaon 58,000 Total Area 2,71,000BUSINESS MODEL:It has been calculated that most Indian retail companies enjoy a margin of 28percent on sales. But the retail cost, estimated at 28 percent of salesgenerally leaves them with a little to cover H.O. expenses. This explains whymost organized retailers in India struggle to break even.Faced with challenging scenario, Pantaloons rewrote some rules.•It introduced private labels as opposed to selling only popular brands.•Pantaloons prudently selected apparel as a volumedriver. It manufactured40 percent of all the garments that it put on its shelves.•It eliminated supply-chain inefficiencies, reduced costs and passed thesesavings to customers.•It offered an exchange policy with no questions asked.•It created two product categories to attract the customer with low marginproducts and to attract customers buying on an impulse, translating intohigher margins.
Big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’ is the hypermarketdiscount store initiative of the company (Pantaloon) commissioned toaddress the discount & bargain-hunting tendency of the Indian shopper.Firstly Big Bazaar was set up across 50,000 Sq. ft. in Kolkatta. Driven by theresounding success of the concept, four Big Bazaars were rolled out across2,00,000 Sq. ft. in Hyderabad, Bangalore, & Mumbai.These include Men’s, Ladies, children apparel, utensils, kitchenware,stationery, luggage, toys, optical products, a photo studio & an STD boothamong 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. Big Bazaar attractsmore than 5,00,000 shoppers every month. More importantly, it has emergedas the first organized store to reach out to a broad customer spectrum-from avillage to a wealthy businessman.At Big Bazaar, price was the principal value proposition at these stores. Thestore sold a variety of products 5 to 60% lower than the correspondingmarket price. Schemes of Big bazaar are very popular like ‘buy two get onefree’. Also positioning & product availability in Big Bazaar gained a highershare of the customer’s shopping basket.
Food Bazaar ‘Ab Ghar Chalaana Kitna Aasaan!’ In July 2002, Big Bazaar made a challenging extension: It entered the Food Retail with a 9,000 Sq. ft. Food bazaar at its lower parel store in Mumbai. Enthused by the phenomenal response, the company has set up Food Bazaar in other Big Bazaar stores also. The company’s reason for entering Food retail were: Food spending at 53% of personal income outstripped every other itemized spending in India. Despite this high spending, the role of organized food retail in the country’s total food spend was just one percent. Within this under penetration, an interesting pattern was noticed: organized food retail was estimated to be the fastest growing retail segment. The demand for organized food retail is expected to increase ten-fold in the next four years based on the following trends: domestic help becoming expensive as well as the increasing incidence of nuclear families & working women.Business model: The company’s Food Bazaar was adapted to the Indian environment. To attract regular bazaar-goers, a mandi was created within the Food Bazaar where consumers could touch, feel, pick & choose products. This choice was supplemented by the provision for packaged food for the westernized shoppers.
Food Bazaar prices were priced at wholesale rates below the MRP. Privatelabels were introduced for high margin & price-sensitive products like tea,salt and oil.Products:The Food Bazaar stocked an average of 11,000 SKUs. This includesprovisions, vegetables and fresh produce, FMCG products, bakery products,basic staples, cereals, pulses, cooking oils, flour, spices, dry fruit, healthfood, baby food, dairy products, drinks, beverages as well as ready-to-eat,ready-to-cook products. The incidence of special purchase offers anddiscounts made shopping at Food Bazaar highly affordable.Not surprisingly, within three months of launch, Food Bazaar emerged as thehighest single point sales outlet for FMCG giants. Based on overwhelmingsuccess, the company launched Food Bazaar in each Big Bazaar. Therefore ithad increased the footfalls in very large amount. So company Pantaloon hasdecided to blend food and grocery with apparel. Result: food and grocerycreated the footfall & apparels generated the profit.
Nation Builder:Pantaloon is not just another retailer. It is a nation builder this is why it istheir conviction that while the majority of Indian retail stimulates thenational economy, they don’t contribute directly to it, simply because theyare unorganized & hence, outside the purview of the country’s taxationsystem.Pantaloon is proud to contribute directly to national growth through theirorganized retail platforms, which generates revenue not just for the companybut also for exchequer.Effective Strategy:The effective strategy at Pantaloons is to build a successful traffic plans & aneffective margin strategy to obtain perfection.On the one hand, a better quality of store, Promotion & Visual Merchandisehas translated into increasing footfalls across all the stores. Pantaloon alsohas developed specific categories like accessories, cosmetics, artificialjewelers, household articles & the in-hose restaurant, which enjoy sustainedcustomer off take. Over time company has opted to make a large quantity ofthe biggest contributor- clothing- within its factories & under its own labels,translating into higher margins.Uniqueness Being First:In a country of more than 12 million retail outlets, the company that thinkslaterally is the one that makes a difference. In a country where 96% retail outlets are packed into less than 500 Sq. ft., the average size of Pantaloon’s retail outlet is around 15,000 sq.ft. In a country, which grew up with the tradition of carrying cut piece lengths to the corner tailoring store, the company has launched the concept of the readymade branded trousers.
In a country where ‘shirt’ meant plane white & tucked outside the trousers, Pantaloon created a popular segment under the brand name of ‘John Miller’. In a country, where a store was an outlet in a single location, Pantaloon introduced a nationwide franchisee model under ‘men’s wear retail’. In a country where ‘factory outlet’ referred to a place that sold defective goods at a discount, the company introduced a place that sold contemporary first-rate goods at an attractive price. In a country where ‘departmental store’ refereed to a well-segregated godown, Pantaloons introduced a first rate retail format. In a country where a discount store was a place that sold goods at an attractive markdown for sometime in the year, the company introduced a store where the discount was institutionalized into its 365-day business model. In a country where retailers were content with having specialized store in one city, Pantaloon opened a chain of stores in 10 cities of India.
TO EMERGE AS THE BEST & MOSTPROFITABLE RETAILER IN INDIATarget Customers:The core value of company is INDIAN-NESS. The company is developingan Indian model of retailing. India is a unique country & Indian customershave a unique culture & value system. That’s why the company is targetingthe family as the customer rather then the individual. It offers products ofIndian taste, a combination of own & shop-in-shop categories & a mix of bigretailer partnering with the small-time shopkeeper.Dedication:The company is dedicated to customer satisfaction, that’s why it has noquestions-asked exchange policy & offering products which customers need.The company follows an inverse pyramid structure of organization where theboard of directors is at the bottom & the customer service executive is on thetop.Leadership:The company aims to be a leader & not a follower. The company has takeninitiative to achieve this leadership position by launching multiple retailformats that target all segments of society.Self Development:The company has moved over time from apparel manufacturing todistributors to franchisee retailing to the departmental format retailing & tothe hypermarket format of retailing. As a result, the company is in a state oflearning.
E & Y Entrepreneur Award:Entrepreneurs vie for the prestigious annual Ernst & Young Entrepreneur ofthe year award. This international recognition, a measure of entrepreneurialsuccess, is the result of a review of entrepreneurial successes across morethan 20 countries. Mr. Kishore Biyani, Managing Director, Pantaloo,emerged as a finalist for the 2001 awards.IFA Awards for outstanding performance in the Business of Fashion:The retail professional of the year award is given to India’s most admiredbrands, companies, retailers and individuals for outstanding achievement.This is the most prestigious award in the Indian fashion and retail industry.Mr. Kishore Biyani, managing director, was presented this prestigious awardat the images fashion awards-2002.India Brand Summit - Award for corporate Excellence:The CEO of the year award-2002 was given out by the organizing committeeof the India Brand Summit, Mr. Kishore Biyani, was presented the award for2002.IMAGES – AC NIELSEN FINDINGS:Kolkata’s Pantaloons (Gariahat Road) emerged as the city’s most popular,multi-brand store on a study conducted by Images Panorama and ACNielsen.
Industry Honours:Pantaloon’s finished as number one in the Branded Apparels category in asurvey conducted by ORG-MARG and the Economic Times ResearchBureau. The company’s success was drawn from its ability to developquality products that consistently met the customer’s fabric and stylerequirements. Pantaloon ranked high on the customer satisfaction index.Thanks to its reach and its ability to provide quality products at reasonableprices.Merchandise Apparel:The company bought the exclusive rights to merchandise ICC World Cup2003 apparel and accessories in the Indian subcontinent.
Big Bazaar ‘isse sasta aur achha kahin nahi’ is the hypermarket discountstore initiative of the company commissioned to address the discount andbargain hunting capacity of the Indian shopper.At big Bazaar, price was the principal value proposition at these stores. Thestore sold a variety of products 5% to 60% lower than the correspondingmarket 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. 250/- free with Dawat premium Basmati riceworth 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 morethan 500000 shoppers every month. More importantly, it has emerged as thefirst organized store to reach out to a broad customer spectrum- from avillager to a wealthy businessman.In addition to the attractive price differential, Big Bazaar’s draw was itsunusual offer: that the customer could not locate similar product at a lowersticker price elsewhere within 10 days, then the customer would be entitledto 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 storesgained a higher share of the costumer’s shopping basket. The Big Bazaarstores contributed Rs. 55.88 Cr to the company’s turnover in 2001-02(including Shop-in-Shop sales of Rs. 12.87 Cr).PRODUCTSA Big drive of footfall at Big Bazaar is the product Variety. The Companystocks about 1,30,000 items over 20 product categories. This has beensupported by the Company’s decision not just to stock it with shops. As aresult, a usual Big Bazaar companies shops that stock medicines, opticalaccessories, camera rolls bakery products dry fruits, crockery, utensils,glassware, health and beauty products, ladies accessories, saree and dressmaterial, infant necessities, readymade garments, fabrics, electronics,watches, clocks, computer accessories, food and beverages, stationery,
household appliance, house hold products, plastic products, furniture, homefurnishings and luggage. A Big Bazaar also provides PCOs, 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 Bazaarreinforced the price with its range men’s wear, ladies ethnic, western wearand kids wear the role of Visual Merchandising was emphasized.Non Apparels: Non apparels sales accounted for 10% of Big Bazaar total ofsale 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, BigBazaar entered in to an attractive negotiation with its vendors for betterprices, which translated into an even higher footfalls. The non apparelcategories include plastics items, footwear toys, luggage, appliance whitegoods and stationery.
Visual Merchandising:In a brand-cluttered world, Visual Merchandising helps to create theexcitement that transforms a customer’s in-store interest into purchase.Visual Merchandising is a scientific management of store space. Its role is toadequately display products, highlight discounted products, positionproducts on shelves and design posters in a manner that increases thecustomer interest and leads logically to a transaction. As a result, effectiveVisual Merchandising informs, showcases and converts.Ay pantaloons, they work with architecture design professionals who makean intelligent use of shelf talkers, high points, focal point displays, signage’s,danglers and window display. These professionals are encouraged to designstores with a sensitive reference to the local culture, events and festivals.Design studio:Pantaloons pay a considerable emphasis to the consistent development ofnew products through a dedicated design and development studio. Thisstudio represents the company’s 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 company’s factories.
Besides, an in-house design and development studio was created to meet the growing demand for a wider choice across various categories – Men’s wear (formal and casuals), women’s wear (western wear and ethnic wear) and children’s 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 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: Men’s casuals : 200 options Men’s formals : 200 options Men’s 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 disciplinedthematic rollout- ‘symphony on ice series- of garments with attendant fanfarewhich captured consumer recall.The design team was also instrumented in the men’s wear category- Cubix,Linea Classica and ICR. In the ladies wear category, it launched differentstyles under the Annabelle, Honey and Bare brands.
Loyalty Programs:The maximization of repeat footfalls through customer loyalty programs hasbeen a tradition at Pantaloons. As a result, Pantaloons Green Card holdersincreased from 5,000 to 75,000 and Green Card holders accounted for 25% ofstore sales in 2002-03.The Green Card loyalty program was launched in 2000-01, when the companymigrated 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 againstpurchase, the redemption of these points against free purchases, free tickets tocity events, add-on cards, special schemes, free home delivery, longerexchange periods and free parking.In 2002-03, Pantaloons Green Card holders enjoyed access to several eventsand promotions, which included musical programs, a chance to win trips toBangkok and Singapore and attendance at visits by Hrithik Roshan AndAamir Khan to Pantaloons stores.
I have done my training in the “Big Bazaar”, division of the Pantaloon(Gurgaon) in Sahara Mall. The title of my project is “customer feedback”which was conducted with the way of questionnaire by getting the responseof regular customers in the household section of Big Bazaar. It was a goodexperience as how to conduct with various people & how to get differentinformation from different customers.Customer Feedback: Customer feedback is very necessary practice in marketing because with the help of this, a marketer can know his customer’s attitudes about their products. By taking customer feedback the marketer can make necessary improvement in his product according to the requirements of the customers. Nowadays, it becomes a common practice that every company is taking the customers feedbacks from any of the methods like through websites or e-mails. According to planet_customer.com companies like Cadbury India, Godrej Soaps, Voltas, Johnson & Johnson, Raymond, Eureka Forbes and Dabur etc. have already registered at the site & customers can send their feedback through to them. Through net customers can communicate with the companies directly- for complaints, compliments, suggestions and even questions. Many FMCG product’s producers are providing their e-mail addresses or websites at the backside of the wrapper, in order to built a link between customers & producers. They listen to different queries of customers & provide assurance about the quality of product.
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 in the Household section.5. To find out the quality satisfaction of utensils in the Household section.6. To find out the quality satisfaction of appliances in the Household section.7. To find out the Price satisfaction level among customers.8. To find out the availability & capability of salesperson’s service stranded at the Household section.9. To find out the most preferred brands in Plastics.10. To find out the most preferred brands in appliances.11. To find out the easy accessibility of the products in household section.12. To check whether Discounts or Schemes affects the buying behavior of respondents.
Summer Training is an integral part of the professional courses. In classroomstudies main concentration is on the theoretical portion while the mainobjective of summer training is to impart practical knowledge to the collegeprofessional students.I did my summer training in Gurgaon. My specialization area was marketing.In today’s competitive scenario, marketing plays a major role. I have chosensurvey in marketing in order to get the practical experience that is, how toconduct with various people, explaining them the motto behind the survey,convince them to chat with me & to collect information about “customerfeedback” of Pantaloon in marketing.Customer’s attitude was being recognized by the way of questionnaire,which was prepared by myself. The questionnaire clearly defines the attitudeof different persons by getting the feedback or response from them.In such a competitive environment, the survival is of fittest. Those who canknow & understand the needs of consumers can produce the products of theconsumer’s attitude most effectively, & thereby they are the survival in thelong run. Those who are not able to do that are left behind in the race ofcompetition. So it is extremely important to know the attitude of theconsumer and adopt the Business strategies according to their needs andwants.I have drafted the questionnaire and then did a survey in Big Bazaar sectionof Pantaloon. Then I did analysis of the customer’s responses and thefindings of the research have been presented in the report.
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 Sample Design Data Collection Data Analysis 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 pattern or framework of the project that stipulates what information is to be collected, from which sources and by which procedure.
Depending upon the objective of the study there are four research designsavailable: Exploratory Research Descriptive Research Diagnostic Research Experimental ResearchExploratory research:It means to gain the familiarity with a phenomenon or to achieve new insightinto it. Studies with this object in view are termed as exploratory orformularize research studies.Descriptive research: In this type of research, researcher has to portrayaccurately the characteristics of particular individual, group or situation.Diagnostic research:It deals with determing the frequency with which something occurs or withwhich something associated with something else.Experimental research:It is used to test a hypothesis for causal relationship that is the cause & effectrelationship. Research design used during project: I’ve taken “EXPLORATELY RESERCH DESIGN” for my project.
Population:It is the target group, which the researcher wants to know about by studyingone or more of its samples. To be complete, a population must be veryexplicitly defined in terms of elements, sampling units, extent and time. Population taken: GURGAONSampling Procedure:Sampling is simply the process of learning about the population on the basisof a sample drawn from it. Thus, in the sampling technique instead of everyunit of the universe only a part of the universe is studied and the conclusionsare drawn on that basis for the entire universe. A sample is a subset ofpopulation 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 ofmass phenomenon. The method of sampling used during project: “CONVENIENCE SAMPLING”Sampling Unit:The sampling unit is the basic unit containing the elements of the populationto be sampled. It may be the element itself, i.e., the object on whichmeasurements are taken or a unit in which the element is contained. Sampling unit chosen for the project: “INDIVIDUAL”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 project: “PRIMARY DATA”Primary data are obtained by a study specifically designed to fulfill the dataneeds of the problem at hand. Such data are original in character and aregenerated in large number of surveys. Method of data collection used: “QUESTIONNAIRE METHOD”Limitations: 1. People in Gurgaon are very large in number. We used random sample and convenient sample method. Actual information couldn’t 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 Gurgaon. 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 didn’t response well. So it affected the results of the study.
1. The different sources from where the respondents came to know about Big Bazaar.
SOURCES 4% 19% 16% 61% 61% -- FRIENDS/RELATIVES 16% -- PRINT MEDIA 19% -- NEAR TO THE PLACE 4% -- OTHER SOURCES2. The customer’s response about the layout & display of Big Bazaar.
LAYOUT/DISPLAY 2% 98% 98% -- LIKE 2% -- DISLIKE3. Customer’s feedback about the availability of product’s in the household section.
AVAILABILITY 7% 93% 93% -- AVAILABLE 7% -- NOT AVAILABLE4. Quality satisfaction level of plastics in household section.
PLASTICS QUALITY 18% 53% 29% 53% -- GOOD 29% -- BAD 18% -- DON’T KNOW5. To know about the purchasing percentage of plastics in the BigBazaar.
PURCHASE %AGE OF PLASTICS 18% 82% 82% -- PURCHASED 18% -- NEVER PURCHASED6. Customer’s feedback about the quality of appliances in the household section.
APPLIANCES QUALITY 38% 58% 4% 38% -- GOOD 4% -- BAD 58% -- DON’T KNOW7. To know about the purchasing percentage of appliances in the household section.
PURCHASE %AGE OF APPLIANCES 42% 58% 42% -- PURCHASED 58% -- NEVER PURCHASED8. Customer’s feedback about the quality of utensils in the household section.
UTENSILS QUALITY 24% 76% 24% -- GOOD 76% -- NEVER PURCHASED9. To know whether the prices of items in the household section are comparatively less than the market price or not.
PRICE SATISFACTION 22% 13% 65% 65% -- REASONABLE PRICES 13% -- NOT REASONABLE 22% -- SAME AS MARKET PRICE10. To know about the availability & capabilities of salespersons stranded at the household section.
SALESPERSON SERVICES 1% 38% 61% 61% -- GOOD 38% -- AVERAGE 1% -- BAD11. To find out whether the products are easily accessible or not in Big Bazaar.
EASY ACCESSIBILITY 5% 95% 95% -- YES 5% -- NO12. To check whether discounts/schemes affects the buying behavior of the customers in Big Bazaar.
DISCOUNTS/SCHEMES 38% 62% 62% -- YES 38% -- NOT NECESSARY13. To know about the most preferable brands in plastics.
PREFERABLE BRANDS OF PLASTICS 21% 28% 2% 16% 4% 6% 14% 9% 21% -- MILTON 6% -- TUPPERWARE 16% -- NISSAN 4% -- WONDER 14% -- PEARLPET 2% -- POLYSET 9% -- CELLO 28% -- ANY OTHER14. The most preferable brands of Appliances among customers.
As the slogan of Big Bazaar “Isse Sasta Aur Acha Kahin Nahin”, has beenattracted most of the customers which directly affects on the increase innumber of footfalls of customers in Big Bazaar. As what I have observedthat slogan attracts many number of customers and ultimately affects onincrease in number of footfalls in Big Bazaar. The offers and discounts alsoattract lot of customers to purchase items from Big Bazaar rather thanoutside. Also convenient shopping and self-service attracts the customers.According to my survey a great number of population are very muchsatisfied with the availability & accessibility of products in Big Bazaar. Butthere are many complaints regarding the quality of Plastics & Garments InBig Bazaar. Customers found most of the items in Plastics were damaged&told that they are not long lasting. But the purchasing of Plastics was inbulk as they are cheaper than other items. So purchasing percentage ofPlastics were more.In the appliances section, the purchasing percentage of customers was lessthan others, because the customers want to buy them from the exclusiveshops like LG & all. The number of appliances purchased from Big Bazaarwas less.There were a large percentage of customers who are highly satisfied with theprice level. They feel reasonable prices in Big Bazaar as well as in foodbazaar. But some people didn’t 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. 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. Sometimes the shelves remain empty. So it is the task of salesperson to put all the products, which are lacking on the shelf or which have been finished on the shelf.4. The section containing curtain fabric should be removed from the household section because of very less sales and turnover. It also occupies lot of shelf space in the section.5. There should be some sitting arrangements in Big bazaar, as the old people & children get tired & wanted to sit somewhere.6. The quality of Garments & Plastics should be improved. Means some good brands should also maintained in Big bazaar.
CUSTOMER FEEDBACK FORM1. From where did you know about Big Bazaar? Friends/Relatives Print Media Near the place Any Other
2. Did you like the layout/display of the household section? Yes No If “No”, then why_________________________________________3. Did you find the product, which you came to buy here? Yes No If “No”, then what was the item______________________________4. Are you satisfied with the quality of: - Plastic Goods Yes No Don’t Know - Appliances Yes No Don’t Know - Utensils Yes No Don’t Know5. Do you feel that prices of items in household section are comparatively less than the market price? Yes No Same6. What do you feel about the service stranded of staff at the household section? Good Average Bad7. Which are your most preferred brands of Plastics? 1.___________________ 2.________________________8. Which are your most preferred brands of Appliances? 1.___________________ 2.________________________9. Do you find all the items easily accessible in the section? Yes No If “No”, then why_________________________________________10.Do you prefer to buy the products, which are under discounts/schemes? Yes Not necessary11.Suggestions: ________________________________________________________ ________________________________________________________ Name: _______________________ Address:_________________________________________________ Contact No.:___________________
BOOKS: Marketing Management - Philip Kotler Marketing Management - T.N. Chabra Fundamentals of Modern Marketing - Edward W. CundiffMagazines and Newspapers: Business Today Economic TimesWeb Sites: www.nkarten.com www.namikarten.comOther Supporting Material: Company’s Profile Report