Consumer satisfacton-in-big-bazar-

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Consumer satisfacton-in-big-bazar-

  1. 1. 1|PageProject Report on Consumer Satisfaction at Big BazzarTable of Contents 1. INTRODUCTION TO RETAIL INDUSTRY ……………………………………………………….2 2. PROFILE OF BIG BAZZAR ………………………………………………………..4 3. SAMPLING ………………………………………………………5 4. QUESTIONNAIRE ………………………………………………………...6 5. FINDINGS ANDSUGGESTIONS..…….…………………………………….41 6. RECCOMENDATIONS AND CONCLUSION………………………………………………………………49
  2. 2. 2|PageINTRODUCTION: RETAIL INDUSTRY IN INDIAIndia has one of the largest numbers of retail outlets in the world. Of the 12million retail outlets present in the country, nearly 5 million sell food andrelated products. Thought the market has been dominated by unorganizedplayers, the entry of domestic and international organised players is set tochange the scenario.Organized retail segment has been growing at a blistering pace, exceeding allprevious estimates. According to a study by Deloitte Haskins and Sells,organised retail has increased its share from 8 per cent of total retail sales in2007 to 10 per cent in 2008. The fastest growing segments have been thewholesale cash and carry stores (150 per cent) followed by supermarkets (100per cent) and hypermarkets (75-80 per cent). Further, it estimates theorganised segment to account for 25 per cent of the total sales by 2011.India retail industry is the largest industry in India, with an employment ofaround 8% and contributing to over 10% of the countrys GDP. Retail
  3. 3. 3|Pageindustry in India is expected to rise 25% yearly being driven by strongincome growth, changing lifestyles, and favourable demographic patterns.It is expected that by 2016 modern retail industry in India will be worth US$175- 200 billion. India retail industry is one of the fastest growing industrieswith revenue expected in 2008 to amount US$ 350 billion and is increasing ata rate of 5% yearly. A further increase of 7-8% is expected in the industry ofretail in India by growth in consumerism in urban areas, rising incomes, and asteep rise in rural consumption. It has further been predicted that the retailingindustry in India will amount to US$ 21.5 billion by 2010 from the currentsize of US$ 7.5 billion.Shopping in India has witnessed a revolution with the change in theconsumer buying behaviour and the whole format of shopping also altering.Industry of retail in India which has become modern can be seen from thefact that there are multi- stored malls, huge shopping centres, and sprawlingcomplexes which offer food, shopping, and entertainment all under the sameroof.India retail industry is expanding itself most aggressively; as a result a greatdemand for real estate is being created. Indian retailers preferred means ofexpansion is to expand to other regions and to increase the number of theiroutlets in a city. It is expected that by 2010, India may have 600 newshopping centres.
  4. 4. 4|PageIndia retail industry is progressing well and for this to continue retailers aswell as the Indian government will have to make a combined effort. PROFILE OF BIG BAZZARBig Bazaar is not just another hypermarket. It caters to every need of a family.Where Big Bazaar scores over other stores is its value for money proposition forthe Indian customers. At Big Bazaar, one can get the best products at the bestprices – that is what they guarantee. With the ever increasing array of privatelabels, it has opened the doors into the world of fashion and general merchandiseincluding home furnishings, utensils, crockery, cutlery, sports goods and muchmore at prices that will surprise you. And this is just the beginning. Big Bazaarplans to add much more to complete the shopping experience. Food is the mainshopped for category in this store.Parent Company:-Pantaloon Retail (India) Limited, is India‟s leading retailer that operates multipleretail formats in both the value and lifestyle segment of the Indian consumermarket.LINES OF BUSINESS OF THE ABOVE STORE:- E-tailing Food Fashion Home Solution
  5. 5. 5|Page General Merchandise Leisure and Entertainment Wellness and Beauty Books and MusicSampling:-Sample Size – 75 customers/consumersSample Unit – Consumers in the age group 18 to 50 yearsScope and Uses: 1. It will extend to the actual field study of these outlets in Bangalore. 2. It will give information to prospective customers. 3. Help us gain independent knowledge about the consumer perception of the outlets identified. 4. The study can help the companies get additional research information. 5. It facilitates evaluation of brand name and customer satisfaction.
  6. 6. 6|Page FORMAT OF THE QUESTIONNAIRE EMPLOYED:Dear Customer,NAME: OCCUPATION:AGE: 18-28 28-38 38-48 48-58 58-65GENDER: Male Female1) How often do you shop? Once a week Fortnightly Once a month2) Which of the following stores do you shop at? Big Bazaar Shoppers Stop Marks & Spencer others(specify) ____________________________________
  7. 7. 7|Page3) What do you mostly shop for at the mentioned stores? Clothing Accessories Groceries Others (specify) ____________________________________4) Why do you prefer to shop in Big Bazzar at the above-mentioned store?5) Rank your preferences for shopping: Proximity Quality Brand Price Store Layout One-stop shopping6) Does advertising and promotion influence your shopping decisions? Yes No7) Which form of promotion do you think is most effective? Print TV Radio8) Indicate your satisfaction level based on the following parameters for thefollowing stores: Retail Outlet Unsatisfied Satisfied Highly Satisfied Not Visited
  8. 8. 8|Page Big BazaarANALYSIS AND INTERPRETATION:The tools and methods of data collection identified earlier were employed togather data on the consumer perception on Big Bazaar. The data accrued,especially from the interviews and questionnaires circulated, are tabulated anddepicted on graphs in the following pages. The data thus gathered and tabulatedis analysed. The data is then scrutinized and relevant interpretations are drawn.The major objectives of analysis of data are: 1. To evaluate and enhance data quality 2. Examine effects of other relevant factors 3. CUSTOMER SATISFACTION RATIO, 4. LEVEL OF SATISFACTION, 5. CAUSES OF DISATISFACTION, 6. CUSTOMER RESPONSES REGARDING SERVICESThe data collection plan, including procedures, instruments, and forms, wasdesigned and pre-tested to maximize accuracy. All data collection activities weremonitored to ensure adherence to the data collection protocol and to promptactions to minimize and resolve missing and questionable data. Monitoringprocedures were instituted at the outset and maintained throughout the study,since the faster irregularities can be detected; the greater the likelihood that theycan be resolved in a satisfactory manner and the sooner preventive measures canbe instituted.Q. 1) Age of the respondents
  9. 9. 9|Page Age Total Percentage 18-28 37 49.33% 28-38 16 21.33% 38-48 8 10.67% 48-58 9 12.00% 58-65 5 6.67% 75 100% Age of Respondents 40 37 35 No of Respondents 30 25 20 16 15 8 9 10 5 5 0 18-28 28-38 38-48 48-58 58-65 Age
  10. 10. 10 | P a g e Age of Respondents 6.67% 12.00% 18-28 28-38 10.67% 49.33% 38-48 48-58 58-65 21.33%Data CollectedThe first criteria respondents were asked to indicate was the age group theybelonged to. Respondents were asked to choose among five age group categories,viz., 18-28, 28-38, 38-48, 48-58 and 58-65 years. The age groups were identifiedas key factors impacting shopping and purchase decisions of consumers.AnalysisFrom the table, bar graph and pie chart depicted above, the distribution of thepopulation under study is evident. Of the 75 respondents who answered thequestionnaire, 37 indicated that their ages fell in the category 18-28 years. Thisaccounts for 49.33% of the respondents.
  11. 11. 11 | P a g eOf the 75 respondents who answered the questionnaire, only 5 indicated thattheir ages fell in the category 58-65 years. This accounts for 6.67% of therespondents who fall in this age group.It is evident from the responses and the subsequent tabulation that, on anaverage, the respondents can be categorized in the following descending order ofage groups: 18-28, 28-38, 48-58, 38-48, and 58-65.Interpretation:Of the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at analyzing the distribution of agesof the population that visit the stores under study. The age groups laid before therespondent have been the result of observation and interview. By analysing theresponses to this question, I, as a researcher, as well as companies, can identifythe demographics of the population that visit retail outlets.The highest number of respondents falls in the age group 18-28. It can bededuced that most of the consumers who visit retail outlets regularly are theyouth. They make up almost half of the population who shop at retail stores.The rest of the population who visit the retail outlets under study can be listed inthe following descending order of distribution – the working age group, the olderage group, the middle age group, and senior citizens.
  12. 12. 12 | P a g eIt is not surprising that the youth most frequent malls and retail stores. What isunexpected, however, is the fact that more people who fall into the older agegroup visit the retail stores than those who fall in the middle age group. Thenagain, this deduction cannot be applied to the entire population of Bangalore. Thedisparity can be attributed to the small size of the sample under study.Q. 2) Gender of the respondents: Gender Total Percentage Male 35 46.67% Female 40 53.33% 75 100%
  13. 13. 13 | P a g e Gender of Respondents 41 40 40 39 No of Respondents 38 37 36 35 35 34 33 32 Male Female Gender of Respondents Male Female 46.67% 53.33%
  14. 14. 14 | P a g eData CollectedConsumers were asked to indicate their gender. The object of this question is tounderstand the demographics of the population under study.AnalysisFrom the table, bar graph and pie chart depicted above, the distribution of theconsumers is evident. Of the 75 respondents who answered the questionnaire, 40were female. This accounts for 53.33% of the respondents, almost half of thepopulation under study.Of the 75 respondents who answered the questionnaire, the rest 35 were male.This accounts for 46.67% of the population under study.It is evident from the responses and the subsequent tabulation that the numberof female respondents was higher than that of the male respondents in thepopulation under study.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at identifying the distributionbetween the two genders and how many of them visit the retail stores understudy. By analysing the responses to this question, I as ,a researcher, as well ascompanies, can identify the distribution in the number of men and women who
  15. 15. 15 | P a g evisit the retail outlets and appropriate decisions can be made keeping thesenumbers in mind.The highest number of respondents were female, as is depicted by the graph andchart presented above. The number of male respondents was less compared tothe female respondents.Two deductions can be made from the above data collected:one, more women visit retail outlets than men. Two, more women are willing tofill out questionnaires and take a survey than men.This can help the companies and researchers in undertaking future decisions andstudies. Since more women can be inferred to visit retail stores than men,companies can target their offerings and marketing strategies in two areas. Retailoutlets can appeal to the women customers by offering more products gearedespecially towards women. They can provide a shopping experience that womenare particularly attracted to.Another way that retail chains can use the above data is to appeal to the menrather than the women. Since, fewer men visit retail stores as against women, thecompanies have a large base of potential customers. By providing products thatare geared towards men and by providing a shopping experience that attractsmen, the retail chains can expand their customer base.
  16. 16. 16 | P a g eQ. 3) How often do you shop? Frequency Total Percentage Once a week 14 18.67% Fortnightly 27 36.00% Once a month 34 45.33% 75 100% How often do you shop? 40 34 35 30 27 No of Respondents 25 20 14 15 10 5 0 Once a week Fortnightly Once a month Frequency
  17. 17. 17 | P a g e How often do you shop? 18.67% Once a week 45.33% Fortnightly Once a month 36.00%Data CollectedConsumers approached were asked about their frequency in visits to shops. Thefrequency points furnished were: Once a week, Fortnightly, and Once a month.These frequency points were identified by observation and interview as theaverage times that consumers shop.AnalysisFrom the table, bar graph and pie chart depicted above, the frequency ofshopping of the respondents is evident. Of the 75 respondents who answered thequestionnaire, 34 indicated that they shopped once a month. This accounts for45.33% of the respondents, who visit shops including retail stores once a month.
  18. 18. 18 | P a g eOf the 75 respondents who answered the questionnaire, 14 indicated that theyshopped once a week. This accounts for 18.67% of the respondents, who visitshops, malls or retail stores once every week.It is evident from the responses and the subsequent tabulation that, on anaverage, the frequency of shopping among the respondents can be listed in thefollowing descending order: Once a month, Fortnightly, and Once a week.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding how frequentlyconsumers visit shops and buy their products or avail of their services. Thefrequency points laid before the respondent have been the result of observationand interview. By analysing the responses to this question, I as a ,researcher, aswell as companies, can identify the number of times a customer is likely to shop ina month’s time.The highest responses have been attributed to once a month shopping. It can bededuced that consumers who shop only once a month look to buy groceries andother essentials to last them a month. Therefore, retail outlets have toughcustomers in those who shop once a month. Such customers look to buy in bulk.Moreover, such customers may not be open to experimenting with new stores.Hence, to capture this market, retail outlets must put in place strategies that
  19. 19. 19 | P a g eattract them. Once they profess a liking to a certain store, they turn out to be veryloyal customers.Consumers who shop once a week, on the other hand, pose very differentchallenges to retail stores. Such customers can be presumed to have a highdisposable income and may buy more lifestyle or fashion products. Since theyshop so frequently, they must continually be entertained and attracted to makerepeat purchases at stores. When targeting this segment, companies must be ableto get new stock every week, and update their marketing strategies continuously.Q. 4) What do you mostly shop at Big Bazzar ? Details Total Percentage Clothing 33 44.00% Accessories 12 16.00% Groceries 25 33.33% Others 3 4.00% 75 100%
  20. 20. 20 | P a g e What do you mostly shop for at the above- mentioned store? 35 33 30 No of Respondents 25 25 20 15 12 10 5 3 0 Clothing Accessories Groceries Others Items 4.00% Clothing Accessories 33.33% 44.00% Groceries Others 16.00% What do you mostly shop at Big Bazzar?
  21. 21. 21 | P a g eData CollectedConsumers approached were asked to indicate the types of products they mostlyshopped for at the stores they had selected earlier. The types of productspresented were Clothing, Accessories, Groceries and others. These products wereidentified by observation and interview as the most popular products thatconsumers shop for frequently.AnalysisFrom the table, bar graph and pie chart depicted above, the products frequentlyshopped for by consumers is evident. Of the 75 respondents who answered thequestionnaire, 33 indicated that they essentially shopped for clothing at the storethey had indicated earlier. This accounts for 44.00% of the respondents.Of the 75 respondents who answered the questionnaire, only 3 indicated otherproducts they frequently shop for at the stores indicated earlier. This accounts for4.00% of the respondents, who gave importance to products such as homefurnishings, books, and kitchen appliances.It is evident from the responses and the subsequent tabulation that consumers,on an average, frequently shop for products in the following descending order:Clothing, Groceries, Accessories, and Others.
  22. 22. 22 | P a g eInterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at identifying the productsconsumers shop for frequently at retail outlets. The product categories laid beforethe respondent are the result of observation and interview. By analysing theresponses to this question, we, the researchers, as well as companies, can identifythe main attractions of products and services offered.The high number of responses indicate that a large number of consumers visitretail outlets for clothes/dresses/apparel. Accoutrement is the hottest sellingitem that any retail outlet can provide. One-third of the respondents indicatedthat the visit retail outlets to purchase groceries.To the retail stores, the above tabulated responses lead to a very importantresult. Clothing is the fastest moving consumer good. Retail outlets that provideapparel can see a higher rate of turnover and sales volume.However, the above results cannot be assumed to be representative of the entirepopulation of Bangalore city. The sample size consists of only 75 respondents,who were approached on a random basis as they visited the retail outlets.
  23. 23. 23 | P a g eQ. 5) Why do you choose Big Bazzar ? Factors Total Percentage Quality 20 26.67% Fashion 5 6.67% Affordability 10 13.33% Variety 4 5.33% All under one roof 10 13.33% Brand name 11 14.67% Service 4 5.33% Store atmosphere 3 4.00% Loyalty 5 6.67% Proximity 3 4.00% 75 100%
  24. 24. 24 | P a g e Why do you shop at the above store?No of Respondents 25 20 20 15 11 10 10 10 5 4 4 3 5 3 5 0 lty y ty lity ity of ice e n re ilit m rie io ya ro im ua e rv ab sh na ph Va Lo ox e Se Q rd Fa on os d Pr fo an m er Af Br at nd e lu or Al St Factors Why do you shop at the above store? Loyalty, 6.67% Proximity, 4.00% Store atmosphere, 4.00% Quality, 26.67% Service, 5.33% Brand name, 14.67% Fashion, 6.67% All under one Affordability, roof, 13.33% Variety, 5.33% 13.33% Data Collected Consumers approached were asked an open-ended question to indicate the reasons they select a particular store to shop at as against any other retail outlet. Their responses were recorded and a broad idea of the factors that influence shopping and buying decisions was formed.
  25. 25. 25 | P a g eAnalysisThe responses of the interviewees and consumers have been broadly categorisedinto 10 factors that they find impact their shopping decision and result in theirchoosing one store over another.From the table, bar graph and pie chart depicted above, the influencing factorsare evident. The reasons include: Quality, Fashion, Affordability, Variety, Allproducts under one roof, Brand name, Service, Store atmosphere, Loyalty, andProximity.Of the 75 respondents who answered the questionnaire, 20 replied that quality ofthe products is generally the main reason they choose to shop at specific stores.This accounts for 26.67% of the respondents, who replied saying quality was thereason why they shopped at the store indicated earlier.Of the 75 respondents who answered the questionnaire, 3 answered that storeatmosphere contributed to their shopping decision, while another 3 replied thatproximity of the store played a big role. This accounts for 4.00% of therespondents, in each case.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at getting direct customer feedbackas to the factors that influence their shopping decision. By analysing theresponses to this question, we, the researchers, as well as companies, can identify
  26. 26. 26 | P a g ethe biggest factors that influence the consumers in favouring one store overothers, direct from the horse’s mouth.If set in descending order of influence as indicated by the consumers, the factorscan be listed as: Quality, Brand name, Affordability, All products under one roof,Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.From the table, graph and chart depicted above, it is evident that customers givevalue to a great many number of factors when deciding which store to shop at. Itwould be prudent on the part of the company to identify their strong and weakareas, which attract or drive away customers to/from their stores.Q. 6) Rank your preferences for shopping: Details Total Percentage Quality 23 30.67% Brand 11 14.67% Price 16 21.33% Store layout 6 8.00% Proximity 5 6.67% One-stop shop 14 18.66% 75 100%
  27. 27. 27 | P a g e Preferences for Shopping 14 One-stop shop 5 Proximity Preferences 6 Store layout 16 Price 11 Brand 23 Quality 0 5 10 15 20 25 No of Respondents Preferences for Shopping One-stop shop, 18.66% Quality, 30.67% Proximity, 6.67% Store layout, 8.00% Brand, 14.67% Price, 21.33%
  28. 28. 28 | P a g eData CollectedConsumers approached were asked to rank their preferences on a scale of 1 to 6of their preferences when choosing to shop at particular stores. The preferencepoints placed before them were ‘Quality, ‘Brand’, ‘Price’, ‘Store Layout’,‘Proximity’, ‘One-stop shop’. These preference points were identified byobservation and interview as the most popular reasons that beget the attractionof consumers and act as inducements to shop at particular stores.AnalysisFrom the table, bar graph and pie chart depicted above, the preference points ofconsumers is evident.Of the 75 respondents who answered the questionnaire, 23 give first importanceto quality when choosing which store to shop at. This accounts for 30.67% of therespondents, who gave rank #1 to ‘Quality’.Of the 75 respondents who answered the questionnaire, only 5 gave firstimportance to proximity of the store when choosing where to shop at. Thisaccounts for 6.67% of the respondents, who gave rank #1 to ‘Proximity’.It is evident from the responses and the subsequent tabulation that consumers,on an average, rank the preference points in the following descending order ofattraction: Quality, Price, and One-stop shop, Brand, Store Layout, and Proximity.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding what elements
  29. 29. 29 | P a g eattract the consumer the most. The preference points laid before the respondenthave been the result of observation and interview. By analysing the responses tothis question, we, the researchers, as well as companies, can identify the biggestfactors that influence the consumers in favouring one store over others.The highest responses and the highest ranking have been attributed to quality ofthe products on sale. When choosing to shop at a particular store, or whenfavouring one store over the others, it is seen that most consumers make thisdecision based on the quality of the products on offer.The next criteria that influence the consumers in favouring a particular store overothers are (in descending order) – Price, One-stop shop, Brand, Store layout, andProximity.Although it is said that the most important things in retail are “Location, location,and location”, from the consumers’ point of view, proximity is of little concern.The quality, price and variety of goods play big roles in the decision makingprocess.Q. 7) Do advertisement and promotion influence your shopping decision? Details Total Percentage Yes 33 44.00% No 42 56.00% 75 100%
  30. 30. 30 | P a g e Do advertisement and promotion influence your shopping decision? 33 42 50 No of Respondents Total 0 Yes No Do advertisement and promotion influence your shopping decision? Yes 44.00% No 56.00%Data CollectedConsumers approached were asked if advertisements and promotional activitiesinfluence their shopping decisions. This question was answered by 75 consumers.Advertisements refer to those that appear in any/all types of media. Promotionalactivities refer to sales, coupons, gifts, free products etc.AnalysisFrom the table, bar graph and pie chart depicted above, the influence ofadvertisements and promotions on the psyche of consumers is evident. Of the 75
  31. 31. 31 | P a g erespondents who answered the questionnaire, 42 replied that advertisementshave little or no effect when deciding where to shop at. This accounts for 56.00%of the respondents, who indicated the choice ‘No’.Of the 75 respondents who answered the questionnaire, 33 replied thatadvertisements and promotional activities do affect their decision when favouringone store over others. This accounts for 44.00% of the respondents, whoindicated the choice ‘Yes’.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding the effect ofadvertisements and promotional activities on the psyche of the consumers. Theobject is also to analyze how far advertisements, promotions and other marketingstrategies have an impact on the shopping and buying behaviour of consumers.By analysing the responses to this question, I as a , the researcher, as well ascompanies, can identify the effect of advertising and marketing campaigns on theconsumers’ minds and how far advertisements translate into sales.From the tabulated data depicted above and responses of the consumers, it isevident that a slightly higher number of respondents do not give muchimportance to advertisements and promotional activities. The number ofrespondents who indicated that advertisements and promotional activities dohave an impact on their shopping decisions was slightly lesser.
  32. 32. 32 | P a g eThis indicates that although most consumers are aware of the advertisements andpromotional campaigns, a slightly higher percentage of consumers are notswayed by the marketing strategies instituted by the companies.This is not, however, to say that advertisements and promotional activities haveno bearing on the minds of the consumers at all. The responses only indicate thatadvertisements serve to keep the brand in retention although they do notguarantee sales. The products sold at the stores have the biggest impact onattracting and retaining customers.Q. 8) Which form of advertisement do you think is most effective? Details Total Percentage Print 28 37.33% TV 40 53.33% Radio 7 9.34% 75 100% Which form of advertisement do you think is most effective? 40 40 28 30 No of 20 Respondents 7 10 0 Print TV Radio Promotion by
  33. 33. 33 | P a g e Which form of advertisement do you think is most effective? Radio 9.34% Print TV 37.33% 53.33%Data CollectedConsumers approached were asked which form of advertisement they thoughtwas most effective. This question was answered by 75 consumers. The methodsof advertising were restricted to three – Television, Print and Radio. The optionslaid before the respondents were the result of observation and interview as beingthe most popular which the consumers identify as means of advertising.AnalysisFrom the table, bar graph and pie chart depicted above, the effectiveness of thevarious modes of advertising on the psyche of consumers is evident. Of the 75respondents who answered the questionnaire, 40 indicated that the television isthe most effective means of advertising for a store. This accounts for 53.33% ofthe respondents, who indicated the choice ‘TV’.
  34. 34. 34 | P a g eOf the 75 respondents who answered the questionnaire, only 7 indicated that theradio is an effective means in advertising to the consumers. This accounts for9.34% of the respondents, who indicated the choice ‘Radio’.It is evident from the graph and chart presented above that, in the minds of theconsumers, the effectiveness of the three kinds of media are classified as follows(in the descending order): Television, Print, and Radio.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding the effectiveness ofthe three means of advertising. The object is also to analyze how faradvertisements broadcast through these media percolate into the minds of theconsumers.By analysing the responses to this question, we, the researchers, as well ascompanies, can identify the effectiveness of advertisements through the mediaidentified. This helps to understand which media is more influential and attractsmore sales.From the tabulated data depicted above and responses of the consumers, it isevident that the majority of the respondents feel that television advertising is themost effective means of advertising. This is indicative in spite of large number ofcommercials that the public is bombarded with.
  35. 35. 35 | P a g e The respondents give very little credit to radio advertisements. This is indicative of the fact that most of the public ignore radio advertisements or else that radio advertising does not translate into sales. Thus, it can be surmised that when advertising, more effective media to reach the consumer and persuade them to buy are the television and print media, more so than radio advertising. Q. 9) Indicate your satisfaction level based on the given parameters for the Big Bazzar: HighlyStore Unsatisfied Satisfied Never Visited Total Satisfied Total % Total % Total % Total % Total % Big 20 26.67% 43 57.33% 10 13.33% 2 2.67% 75 100%Bazzar
  36. 36. 36 | P a g e Satisfaction level 45 40 35 30 Unsatisfied 25 Satisfied 20 Highlysatisfied Never Visited 15 10 5 0 BIG BAZZAR Stores Satisfaction Levels with Big Bazaar Never Visited, Highly Satisfied, 2.67% 13.33% Unsatisfied, 26.67% Satisfied, 57.33%Data CollectedConsumers approached were asked about their satisfaction with the three storescovered in this study. This question was answered by 75 consumers.
  37. 37. 37 | P a g eThe satisfaction scale comprised of four ranks – Unsatisfied, Satisfied, HighlySatisfied and Never Visited.AnalysisFrom the table, bar graph and pie chart depicted above, satisfaction levels withthe above 75 respondents who answered the questionnaire, 43 indicated asatisfactory response towards Big Bazaar, and 2 had not visited the store.InterpretationOf the consumers approached, 75 people agreed to fill in the questionnaire andthis specific question. This question is aimed at understanding the satisfactionlevels of the consumers under study – Big Bazzar. The object is also to analyzehow far the marketing strategies, brand image, advertisements, layout, qualityetc., contribute towards consumer perception and satisfaction.By analysing the responses to this question, we, the researchers, as well ascompanies, can identify the effectiveness of advertisements, location, brand,price, promotion, product variety etc., on the target consumers. This helps tounderstand the current consumer perception about Big Bazzar and thecorresponding satisfaction levels.From the tabulated data depicted above and responses of the consumers, it isevident that a good number of target consumers are satisfied with the stores atlarge. However, there are those who are unsatisfied or who have never visited thestore at all. Such consumers form the potential market that the companies muststrive to attract.
  38. 38. 38 | P a g eThere are also quite a few respondents who were highly satisfied with the retailchains. It is imperative for the stores to find out why this is so. They can modifyand apply the same attractions towards the consumers who are less satisfied.The above table and graph give a worm’s eye-view of the consumer perceptionabout Big Bazzar. This can help the marketers understand how effective theirstrategies have been.AnalysisFrom the pie chart depicted above, satisfaction levels with Big Bazaar are evident.Of the 75 consumers who answered this question, 57.33% indicate that they aresatisfied with Big Bazaar.Of the 75 respondents, who indicated their satisfaction levels with Big Bazaar,26.67% indicated that they are unsatisfied with Big Bazaar. Of the total number ofrespondents, 13.33% indicated that they were highly satisfied with Big Bazaar.And 2.67% indicated that they had not visited the store up to the date of filling inthis questionnaire.Interpretation:Of the consumers approached, 75 agreed to fill in the questionnaire and answerthe above question. The aim of this question is to understand the level ofsatisfaction that consumers feel with regards to the retail chain Big Bazaar.
  39. 39. 39 | P a g eAs is evident from the pie chart presented above, a little more than half of therespondents indicated that they are satisfied with Big Bazaar, while almost one-eighth indicated that they are highly satisfied with the store. However, almostone-fourth of the number of respondents indicated that they were unsatisfiedwith Big Bazaar.This goes to show that although Big Bazaar may have an overall goodwill from theconsumers, there are still some things that they are not doing right. Big Bazaarmust identify exactly what the problem areas are and must address them quicklyand swiftly.The above pie chart shows that almost 30% of the respondents fall into thecategory of potential customers. Big Bazaar must take effective steps to attractthese consumers.
  40. 40. 40 | P a g e FINDINGS AND SUGGESTIONSIn the surveys, interviews and study conducted above, I came across many factorsthat influence the consumers’ perception of a store and their subsequentshopping and buying decisions. Here, I present the findings gathered and thesuggestions we offer to companies based on the data gathered and analyzed.Respondents were asked to choose among five age group categories, viz., 18-28,28-38, 38-48, 48-58 and 58-65 years. The age groups were identified as keyfactors impacting shopping and purchase decisions of consumers. By analysingthe responses to this question, I as, a researcher, as well as companies, canidentify the demographics of the population that visit retail outlets.The highest number of respondents falls in the age group 18-28. It can bededuced that most of the consumers who visit retail outlets regularly are theyouth. The rest of the population who visit the retail outlets under study can belisted in the following descending order of distribution – the working age group,the older age group, the middle age group, and senior citizens.It is not surprising that the youth most frequent malls and retail stores. What isunexpected, however, is the fact that more people who fall into the older agegroup visit the retail stores than those who fall in the middle age group. Then
  41. 41. 41 | P a g eagain, this deduction cannot be applied to the entire population of Bangalore. Thedisparity can be attributed to the small size of the sample under study.Consumers were also asked to indicate their gender. The object of this question isto understand the demographics of the population under study. By analysing theresponses to this question, we, the researchers, as well as companies, can identifythe distribution in the number of men and women who visit the retail outlets andappropriate decisions can be made keeping these numbers in mind.The highest number of respondents were female, as is depicted by the graph andchart presented above. The number of male respondents was less compared to thefemale respondents.Two deductions can be made from the above data collected: one, more womenvisit retail outlets than men. Two, more women are willing to fill outquestionnaires and take a survey than men.This can help the companies and researchers in undertaking future decisions andstudies. Since more women can be inferred to visit retail stores than men,companies can target their offerings and marketing strategies in two areas. Retailoutlets can appeal to the women customers by offering more products gearedespecially towards women. They can provide a shopping experience that womenare particularly attracted to.Another way that retail chains can use the above data is to appeal to the men ratherthan the women. Since, fewer men visit retail stores as against women, thecompanies have a large base of potential customers. By providing products that are
  42. 42. 42 | P a g egeared towards men and by providing a shopping experience that attracts men, theretail chains can expand their customer base.Consumers approached were asked about their frequency in visits to shops. Thefrequency points furnished were: Once a week, Fortnightly, and Once a month. Byanalysing the responses to this question, we, the researchers, as well as companies,can identify the number of times a customer is likely to shop in a month‟s time.The highest responses have been attributed to once a month shopping. It can bededuced that consumers who shop only once a month look to buy groceries andother essentials to last them a month. Therefore, retail outlets have toughcustomers in those who shop once a month. Such customers look to buy in bulk.Moreover, such customers may not be open to experimenting with new stores.Hence, to capture this market, retail outlets must put in place strategies that attractthem. Once they profess a liking to a certain store, they turn out to be very loyalcustomers.Consumers who shop once a week, on the other hand, pose very differentchallenges to retail stores. Such customers can be presumed to have a highdisposable income and may buy more lifestyle or fashion products. Since they shopso frequently, they must continually be entertained and attracted to make repeatpurchases at stores. When targeting this segment, companies must be able to getnew stock every week, and update their marketing strategies continuously.Consumers approached were asked which stores they shopped at frequently. Theretail store brands placed before them were Big Bazaar, Shoppers‟ Stop, Marks &Spencer, and others. By analysing the responses to this question, I as, a researcher,as well as companies, can identify customer preferences among the varied choicesof stores, and can calculate how much market share they hold.
  43. 43. 43 | P a g eThe highest number of responses has been attributed to Big Bazaar. Big Bazaarattracts people of many income groups, and offers products that appeal to a widearray of consumers.The other stores can be ranked in descending order of preference or frequency ofvisits as: Shoppers‟ Stop, Others, and Marks & Spencer.It can be deduced from the above figures that the category „Others‟ was indicatedby more number of respondents than those who indicated they frequent Marks &Spencer. This may be because Marks & Spencer targets only the elite classes in acity where a higher percentage of the population belong to the middle incomegroup.In analyzing the other stores that consumers frequent, outlets such as Westside,Monday to Sunday, More, Central etc., featured. This indicates that more peoplefrequent stores that cater to the middle income group. This is not to say that Marks& Spencer has no customer base. However, they may be unable to generate a highvolume of repeat sales.Consumers approached were asked to indicate the types of products they mostlyshopped for at the stores they had selected earlier. The types of products presentedwere Clothing, Accessories, Groceries and others. By analysing the responses tothis question, we, the researchers, as well as companies, can identify the mainattractions of products and services offered.The high number of responses indicate that a large number of consumers visit retailoutlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that anyretail outlet can provide. One-third of the respondents indicated that the visit retailoutlets to purchase groceries.
  44. 44. 44 | P a g eTo the retail stores, the above tabulated responses lead to a very important result.Clothing is the fastest moving consumer good. Retail outlets that provide apparelcan see a higher rate of turnover and sales volume.However, the above results cannot be assumed to be representative of the entirepopulation of Bangalore city. The sample size consists of only 75 respondents,who were approached on a random basis as they visited the retail outlets.Consumers approached were asked an open-ended question to indicate the reasonsthey select a particular store to shop at as against any other retail outlet.By analysing the responses to this question, we, the researchers, as well ascompanies, can identify the biggest factors that influence the consumers infavouring one store over others, direct from the horse‟s mouth.If set in descending order of influence as indicated by the consumers, the factorscan be listed as: Quality, Brand name, Affordability, All products under one roof,Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.From the table, graph and chart depicted above, it is evident that customers givevalue to a great many number of factors when deciding which store to shop at. Itwould be prudent on the part of the company to identify their strong and weakareas, which attract or drive away customers to/from their stores.Consumers approached were asked to rank their preferences on a scale of 1 to 6 oftheir preferences when choosing to shop at particular stores. The preference pointsplaced before them were „Quality, „Brand‟, „Price‟, „Store Layout‟, „Proximity‟,„One-stop shop‟. By analysing the responses to this question, we, the researchers,as well as companies, can identify the biggest factors that influence the consumersin favouring one store over others.
  45. 45. 45 | P a g eThe highest responses and the highest ranking have been attributed to quality of theproducts on sale. When choosing to shop at a particular store, or when favouringone store over the others, it is seen that most consumers make this decision basedon the quality of the products on offer.The next criteria that influence the consumers in favouring a particular store overothers are (in descending order) – Price, One-stop shop, Brand, Store layout, andProximity.Although it is said that the most important things in retail are “Location, location,and location”, from the consumers‟ point of view, proximity is of little concern.The quality, price and variety of goods play big roles in the decision makingprocess.Consumers approached were asked if advertisements and promotional activitiesinfluence their shopping decisions. By analysing the responses to this question, we,the researchers, as well as companies, can identify the effect of advertising andmarketing campaigns on the consumers‟ minds and how far advertisementstranslate into sales.From the tabulated data depicted above and responses of the consumers, it isevident that a slightly higher number of respondents do not give much importanceto advertisements and promotional activities. The number of respondents whoindicated that advertisements and promotional activities do have an impact on theirshopping decisions was slightly lesser.This indicates that although most consumers are aware of the advertisements andpromotional campaigns, a slightly higher percentage of consumers are not swayedby the marketing strategies instituted by the companies.
  46. 46. 46 | P a g eThis is not, however, to say that advertisements and promotional activities have nobearing on the minds of the consumers at all. The responses only indicate thatadvertisements serve to keep the brand in retention although they do not guaranteesales. The products sold at the stores have the biggest impact on attracting andretaining customers.Consumers approached were asked which form of advertisement they thought wasmost effective. The methods of advertising were restricted to three – Television,Print and Radio. By analysing the responses to this question, I as, a the researcher,as well as companies, can identify the effectiveness of advertisements through themedia identified.From the tabulated data depicted above and responses of the consumers, it isevident that the majority of the respondents feel that television advertising is themost effective means of advertising. This is indicative in spite of large number ofcommercials that the public is bombarded with.The respondents give very little credit to radio advertisements. This is indicative ofthe fact that most of the public ignore radio advertisements or else that radioadvertising does not translate into sales.Thus, it can be surmised that when advertising, more effective media to reach theconsumer and persuade them to buy are the television and print media, more sothan radio advertising.Consumers approached were asked about their satisfaction covered in this study.The satisfaction scale of Big Bazzar comprised of four ranks – Unsatisfied,Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how farthe marketing strategies, brand image, advertisements, layout, quality etc.,contribute towards consumer perception and satisfaction.
  47. 47. 47 | P a g eBy analysing the responses to this question, we, the researchers, as well ascompanies, can identify the effectiveness of advertisements, location, brand, price,promotion, product variety etc., on the target consumers. This helps to understandthe current consumer perception of the three stores identified and thecorresponding satisfaction levels.From the tabulated data depicted above and responses of the consumers, it isevident that a good number of target consumers are satisfied with the stores atlarge. However, there are those who are unsatisfied or who have never visited thestore at all. Such consumers form the potential market that the companies muststrive to attract.There are also quite a few respondents who were highly satisfied with the retailchains. It is imperative for the stores to find out why this is so. They can modifyand apply the same attractions towards the consumers who are less satisfied.The above table and graph give a worm‟s eye-view of the consumer perception ofthe three stores. This can help the marketers understand how effective theirstrategies have been.A little more than half of the respondents indicated that they are satisfied with BigBazaar, while almost one-eighth indicated that they are highly satisfied with thestore. However, almost one-fourth of the number of respondents indicated that theywere unsatisfied with Big Bazaar.This goes to show that although Big Bazaar may have an overall goodwill from theconsumers, there are still some things that they are not doing right. Big Bazaar
  48. 48. 48 | P a g emust identify exactly what the problem areas are and must address them quicklyand swiftly.The above pie chart shows that almost 30% of the respondents fall into thecategory of potential customers. Big Bazaar must take effective steps to attractthese consumers. RECOMMENDATIONS AND CONCLUSION BIG BAZAARPros: 1. Variety: Big Bazaar offers a wide variety of products of different prices and different qualities satisfying most of its customers. 2. Quality: Providing quality at low prices and having different types of products for different income customers is another advantage. 3. Price: As noted the prices and offers in Big Bazaar have been one of the main attractions and reasons for its popularity. The price ranges and the products offered are very satisfying to the customers. 4. Location: The location of Big Bazaar has been mainly in the heart of the city or in the out skirts giving a chance to both the City and the people living outside the city to shop.
  49. 49. 49 | P a g e 5. Advertisements: Big bazaar has endorsed very popular figure like M S Dhoni and other famous personalities which has attracted a lot of customers. This has resulted in increase of sale and the outdoor advertising techniques have also helped Big Bazaar. 6. Middle class appeal: Considering the fact that there are a lot middle class families in India, Big bazaar has had a huge impact on the middle class section of India, the prices, quality and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar. 7. Attractive sales: Big bazaar has been known for its great sale and great offers. Big bazaar has had long lines of people waiting to get into the store for the sale. Therefore, the sales that Big Bazaar has had has increased sales in a huge way due to the sales and offers, thus this has been one of the main advantages of Big Bazaar.Disadvantages: 1. Store layout: The store layout and the assortment of goods is not the best at Big Bazaar, as the quantity of goods sold is more the arrangement and assortment of goods in the store is the greatest. Hence at times customers find it hard to find what they require, this leads to dissatisfaction of customers. 2. Lower quality of goods: As Big bazaar aims more toward the middle income group, the quality of goods is not of the highest quality, and this is sometimes a disadvantage as some would prefer better quality to the price, making customers to search for different places. 3. Does not appeal to the elite: As mentioned above, the main customers are middle income and a few high income groups, The elite do not like to shop
  50. 50. 50 | P a g e at Big Bazaar as the quality of goods is lower and they would prefer a higher price and get a better brand, this decreases sales from the elite class 4. Not acclaimed for very good service: Big Bazaar is not known for high class service. The staff recruited is not very well trained and the billing queues take a long time to move, this irritates customers which makes them visit the store more seldom 5. Lower quality of goods: As the sore is trying to concentrate on the middle income group the type of products used is not of the most superior quality and most of the times nor branded, this may dissatisfy certain customers 6. Consumer satisfaction: Long queues and lower quality leads to dissatisfaction of customers. Due to factors mentioned above Big Bazaar shoppers are not always satisfied, this is not a positive for the store.

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