REPORT ON EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR

REPORT ON
EFFECTIVENESS OF
RETAILING MIX IN
BIG BAZAAR
Submitted By
Aleen Mary Kuruvilla (Roll No: 1)
Ansu Paul (Roll No: 3)

INTRODUCTION – BIG BAZAAR
Indian Retail store that operates as a chain of
hyper markets, discount department stores and
grocery stores.
Introduced by Kishore Biyani under his parent
company Future Groups.
The products mainly dealt with are home
appliances, electrical equipment's, stationary
items, vegetables and fruits, snacks, baby
products etc.

Through this report we have focused on the
“effectiveness on retailing mix in big bazaar”.
This included:
Attractive features in big bazaar
Approaches of the sales representatives
Promotional activities provided
Varieties of the products
Price
Availability of products
Advertisements in big bazaar
Discount and offers

Services
Handling of complaints
These factors helped us in analysing the
effectiveness of “retailing mix in big bazaar”.

OBJECTIVES OF THE STUDY
To study the effectiveness of retailing mixes in the
store.
To identify the performance of store operations.
To determine the performance of sales persons in
the store.
To understand the availability of products in the
store.
To identify the effectiveness of atmosphere in the
store.

DATAANALYSIS AND
INTERPRETATION

TABLE NO. 1
RESPONDENTS BASED ON AGE GROUP
Particulars No of respondents Percentage
18-25 years 28 56
26-39 years 14 28
Above 40 8 16
TOTAL 50 100
INTERPRETATION
From table no. 1, it is observed that 56% of people are in the age
group between 18-25 years, 28% with 26-39 years, and 16% above
40years.

TABLE NO.2
PROMOTIONALACTIVITIES THEY ARE AWARE OF
Particulars No of
respondents
Percentage
Monthly savings 15 30
Gift voucher 5 10
Pay back offer 10 20
Big day offer 18 36
Others 2 4
TOTAL 50 100
INTERPRETATION
From table no.2, it is evident that out 50 respondents, 30%
people were aware of monthly savings, 10% are aware of gift
voucher, 20% are aware of payback offer, 36 % are aware of big
day offer and 4% are aware of other activities.

TABLE NO.3
APPROACHES OF SALES REPRESENTATIVES IN BIG
BAZAAR
Outstanding 30 60
Excellent 11 22
Good 5 10
Average 4 8
Bad 0 0
TOTAL 50 100
INTERPRETATION
From table no.3, out of 50 respondents, 60% people have
outstanding experience by sales representative in big bazaar,
22% has excellent and 10% has good, 8% has average and
0% has bad experience.

TABLE NO.4
ATTRACTIVE FEATURES
Product Variety 17 34
Quality 16 32
Brand 2 4
Offers 14 28
Others 1 2
TOTAL 50 100
INTERPRETATION
From table no.4, it is understood that 34% people chooses big
bazaar because of its product variety, 32% people preferred
because of the quality, 4% chose it because of the brand, 28%
because of offers and just 2% on other reasons.

TABLE NO.5
PRODUCT VARIETY
Yes 33 66
No 17 34
TOTAL 50 100
INTERPRETATION
From table no. 5, it is clear that 66% people said that there
is product variety in big bazaar and 34% says that there is
no product variety in the big bazaar.

TABLE NO. 6
PRICES IN BIG BAZAAR
High 18 36
low 32 64
TOTAL 50 100
INTERPRETATION
From table no.6, 36% of people agree that prices in Big
Bazaar are high and 64% agreed that prices are low.

Table No.7
Most Attractive Segment
Particulars No of
respondents
Percentage
Food Bazaar 10 20
Apparels 16 32
Home appliances 12 24
Toys section 1 2
Sport section 9 18
others 2 4
TOTAL 50 100
INTERPRETATION
From table no.7, it is evident that 20% people prefer to do
shopping from the food bazaar, 32% from Apparels, 24%from
home appliances, 2% is from toys section, 18% from sports
section and 4% for other products.

TABLE NO.8
ADVERTISEMENT OF BIG BAZZAR
Good 23 46
Average 22 44
Bad 5 10
TOTAL 50 100
INTERPRETATION
From table no.8, it is clear that 46% of people are satisfied
with the advertisement in big bazaar and 44% people have an
average satisfaction and 10% says that it is bad.

TABLE NO. 9
AVAILABILITY OF PRODUCTS
Excellent 17 34
Good 19 38
Average 8 16
poor 6 12
TOTAL 50 100
INTERPRETATION
From table no.9, it identified that 34 % people says that the
product availability is excellent in big bazaar, 38% says
that they are good, 16% says it is average and 12% says
that product availability is poor.

TABLE NO.10
CUSTOMER SERVICES
Excellent 4 8
Good 14 28
Average 23 46
Poor 9 18
TOTAL 50 100
INTERPRETATION
From table no.10, it is identified that 46% people says that the
customers services provided by big bazaar is average, 28%
says that it is good, 18 % says that it is poor and 8% says that
it is excellent.

TABLE NO.11
HANDLING COMPLAINTS
Strongly Agree 5 10
Agree 10 20
Neither agree or
disagree
11 22
Disagree 16 32
Strongly Disagree 8 16
TOTAL 50 100
INTERPRETATION
From table no.11, it is evident that 32% people disagree that
big bazaar is not handling their complaints properly, 22%
people have an average opinion in this regard, 20% people
agree, 16% people strongly disagree and just 10% people
strongly agree in this regard.

TABLE NO.12
SERVICE IMPROVEMENT
Services can be faster/more efficient 25 50
Services could be friendlier 3 6
Services should communicate better
with customers
22 44
TOTAL 50 100
INTERPRETATION
From table no.12, it is identified that 50% of
respondents have the opinion that services provided by
big bazaar should make faster and more efficient, 44%
says that services should communicated better to the
customers and just 6% says that the services should be
friendlier.

TABLE NO. 13
DISCOUNTS AND OFFERS
Outstanding 4 8
Excellent 16 32
Good 18 36
Average 11 22
Bad 1 2
TOTAL 50 100
INTERPRETATION
From table no.13, it is observed that 36% people says that
discounts and offers provided by is big bazaar is good, 32%
says that it is excellent, 23% says that it is average, 8% says
that it is outstanding and just 2% says that it is bad.

TABLE NO. 14
PRODUCT DISPLAY AND SIGNAGE
Outstanding 2 4
Excellent 14 28
Good 18 36
Average 12 24
Bad 1 2
TOTAL 50 100
INTERPRETATION
From table no.14, it is identified that 38% people says that
product display and signage of the store good, 28% says that
it is excellent, 24% says that it is average, 4% says that it is
bad and just 3% says that it is outstanding.

TABLE NO. 15
OPINION ON QUALITY
Excellent 30 60
Average 15 30
Poor 5 10
TOTAL 50 100
INTERPRETATION
From table no.15, it is observed that 60% people says that the
quality of products are excellent, 30% says its average and
10% people says that the quality is poor.

FINDINGS
Big Bazaar is very economical and common
people can afford its prices. The customer
service is average.
The services can be improved by
communicating more with customers.
The company is not so good at handling
complaints.
The discount and offers that they are providing
are good.

Product display and signage is excellent.
The qualities of products are excellent.
The promotional activity that most of the
respondents were aware was big day offer.
The approaches of sales representative are
outstanding.
The most attractive feature of Big Bazaar is
quality and product variety.
Respondents agree that there is a variety of
products in Big Bazaar.

The most attractive segment in Big Bazaar was
apparels.
Advertisement of Big Bazaar is good
according to respondent.
The availability of products is good.

RECOMMENDATIONS AND
SUGGESTIONS
Retail stores should focus more on store ambience,
store layout and selling areas.
More focus should be given in advertisement in
order to attract more and more customers.
Better after sales services should be provided.
Give more focus on quality products at reasonable
price.
To increase more footfalls more promotional
activities must be carried out.
There should be more communication with the
customers.

CONCLUSION OF THE STUDY
This study was to conduct to analyse and evaluate the
effectiveness of retailing mix in Big Bazaar. It is done
by conducting a survey in Kerala among 50
respondents. The study portrayed the pros and cons of
the services provided by Big Bazaar. The customers of
Big Bazaar are having a good shopping experience in
the store and they are provided with wide variety of
products and brands at affordable prices to common
man. Therefore, there is a significant satisfaction level
with Big Bazaar and customers are willing to visit Big
Bazaar for shopping in future. This shows the
effectiveness of retail mix.

LIMITATIONS OF THE STUDY
The area of study is limited to a small city only; hence the
results may not be true for other geographical areas.
Validity and reliability of the data are obtained depends
on the responses from the customer.
The size of the sample comparing to the population is
very less and hence it will not represents the whole
population.
The users of the landline services are wide spread; hence
contacting them is time consuming.
Few of the respondents were not open with their
responses.

REPORT ON EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR

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