Summer Internship Project Report onMARKETING ACTIVITIES & CATCHMENT ANALYSIS OF BIG BAZAAR, WAZIRPUR (NEW DELHI) By Dinesh Kumar Taparia A0116211011 MBA – RM Class of 2013 Under the Supervision of Ms. Shilpa Singh Assistant Professor Department of International Business In Partial Fulfilment of the Requirements for the Degree of Master of Business Administration – Retail Management at AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESHSECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA 2012
DECLARATIONTitle of Project ReportMarketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, New DelhiI declare (a) That the work presented for assessment in this Summer Internship Report is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged. (b) That the work conforms to the guidelines for presentation and style set out in the relevant documentation.Date: 1st August 2012 Dinesh Kumar Taparia A0116211011 MBA – RM Class of 2013
CERTIFICATEI Ms. Shilpa Singh hereby certify that Dinesh Kumar Taparia student of Masters ofBusiness Administration – RM at Amity Business School, Amity University UttarPradesh has completed the Project Report on ―Marketing Activities & CatchmentAnalysis of Big Bazaar, Wazirpur, New Delhi, under my guidance. Ms. Shilpa Singh Assistant Professor Department of IB
ACKNOWLEDGEMENTIt gives me immense pleasure to express my sincere gratitude to all the helping handswho have guided me in the completion of this project. It was a great learningexperience for me to work on my project. As student of Amity Business School,Noida; I, Dinesh Kumar Taparia got an opportunity of doing work on project. I tookup the project with strong determination and tried to put in the best of my efforts.The project done by me is about “Marketing Activities and Catchment Analysis ofBig Bazaar, Wazirpur (Delhi)” and this project could not have been completedwithout the help of my faculty guide Ms. Shilpa Singh (Assistant Professor-IB) andmy industry guide Mr. Saurabh Dubey (Store Manager) & Ms. Rimpi Monga(Senior Executive- Marketing). Dinesh Kumar Taparia A0116211011 MBA - Retail Management Class of 2013
TABLE OF CONTENTS. NO. PARTICULARS PAGE NO.1. Introduction 1 Overview of Industry 3 Major Retailers in India 6 Organizational Overview – Future Group 7 Overview Big Bazaar 92. Marketing Mix of Big Bazaar 12 Product 12 Price 14 Place 14 Promotion 153. Literature Review 224. Research Method & Procedure 255. Data Analysis 276. Findings & Recommendations Findings 51 Recommendations 537. Conclusion 548. Appendix – 1 55 Appendix – 2 579. Bibliography 64
LIST OF TABLESS. No PARTICULARS PAGE NO. 1 Table 5.1 Customer Footfall Analysis 27 2. Table 5.2 Mostly Spoken Language Analysis 28 15. Table 5.3 Respondent Gender Analysis 29 16. Table 5.4 Respondent Age Group Analysis 30 17. Table 5.5 Average Monthly Spending of Respondents Analysis 31 18. Table 5.6 Mode of Commution Respondents Use Analysis 32 19. Table 5.7 Frequency of visit of Respondent Analysis 33 20. Table 5.8 Mostly Shop Product at Big Bazaar Analysis 34 21. Table 5.9 Reason of Buying at Big Bazaar 35 22. Table 5.10 Preference for Buying at store other then Big Bazaar 36 23. Table 5.11 Reason of Shopping at that Store 37 24. Table 5.12 Location v/s Gender Analysis 38 25. Table 5.13 Location v/s Age Group Analysis 39 26. Table 5.14 Location v/s Average Monthly Spending Analysis 40 27. Table 5.15 Location v/s Mode of Commution Analysis 41 28. Table 5.16 Location v/s Mostly Shop Product Analysis 42 29. Table 5.17 Location v/s Reason of Buying at Big Bazaar Analysis 43 30. Table 5.18 Location v/s Customer Preference for other store Analysis 44 31. Table 5.19 Location v/s Reason for Buying at that Store Analysis 45
32. Table 5.20 Gender v/s Age Group Analysis 4633. Table 5.21 Gender v/s Average Monthly Spending Analysis 4734. Table 5.22 Gender v/s Mode of Commution Analysis 4835. Table 5.23 Gender v/s Frequency of Visit Analysis 4936. Table 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis 50
LIST OF FIGURESS. No PARTICULARS PAGE NO. 1 Fig 1.1 Retail Industry: Organized v/s Unorganized 3 2. Fig 1.2 Indian Retail Market Segment 3 3. Fig 1.3 Future Group‘s Listed Companies 8 4. Fig 1.4 Big Bazaar Promotional Plastic Cards 9 6. Fig 1.5 Future Group Private Label Brands 11 7. Fig 2.1 Gorilla Marketing Hoardings of Big Bazaar 16 8. Fig 2.2 Pay Back Card & Future Bazaar Card 17 9. Fig 2.3 Monthly Bazaar offer for SBI Card Holder 17 10. Fig 2.4 Big Bazaar Prints Advertisement 18 11. Fig 2.5 Big Bazaar Gift Vouchers 20 12. Fig 4.1 Catchment Area 26 13. Fig 5.1 Customer Footfall Analysis 27 14. Fig 5.2 Mostly Spoken Language Analysis 28 15. Fig 5.3 Respondent Gender Analysis 29 16. Fig 5.4 Respondent Age Group Analysis 30 17. Fig 5.5 Average Monthly Spending of Respondents Analysis 31 18. Fig 5.6 Mode of Commution Respondents Use Analysis 32 19. Fig 5.7 Frequency of visit of Respondent Analysis 33 20. Fig 5.8 Mostly Shop Product at Big Bazaar Analysis 34 21. Fig 5.9 Reason of Buying at Big Bazaar 35
22. Fig 5.10 Preference for Buying at store other then Big Bazaar 3623. Fig 5.11 Reason of Shopping at that Store 3724. Fig 5.12 Location v/s Gender Analysis 3825. Fig 5.13 Location v/s Age Group Analysis 3926. Fig 5.14 Location v/s Average Monthly Spending Analysis 4027. Fig 5.15 Location v/s Mode of Commution Analysis 4128. Fig 5.16 Location v/s Mostly Shop Product Analysis 4229. Fig 5.17 Location v/s Reason of Buying at Big Bazaar Analysis 4330. Fig 5.18 Location v/s Customer Preference for other store Analysis 4431. Fig 5.19 Location v/s Reason for Buying at that Store Analysis 4532. Fig 5.20 Gender v/s Age Group Analysis 4633. Fig 5.21 Gender v/s Average Monthly Spending Analysis 4734. Fig 5.22 Gender v/s Mode of Commution Analysis 4835. Fig 5.23 Gender v/s Frequency of Visit Analysis 4936. Fig 5.24 Gender v/s Mostly Shop Product at Big Bazaar Analysis 5037. Fig 7.1 Future Group Retail Formats 5541. Fig 7.2 Aditya Birla Group Retail Formats 5542. Fig 7.3 Reliance Group Retail Formats 5643. Fig 7.4 Bharti Group Retail Formats 5644. Fig 7.5 Tata Group Retail Formats 5745. Fig 7.6 RPG Group Retail Formats 5746. Fig 7.7 R.K Raheja Group Retail Formats 5847. Fig 8.1 Store Outer Image 5948. Fig 8.2 Organizational Chart 59
ABSTRACTTITLE: Marketing Activities & Catchment Analysis of Big Bazaar, Wazirpur, (Delhi)Big Bazaar has brought about many changes in the buying habits of people. It hascreated formats, which provide all items under one roof. Big Bazaar has maintainedthat uniqueness & has succeeded in attracting customers. Therefore the basicobjective of this study is to find their target customers and understanding itsmarketing strategies.Based on the topic objectives a questionnaire was designed which consist of 10questions and response is collected from the customers who are visiting the store. Fordata collection convenient sampling method was adopted. For this project the area ofresearch is Big Bazaar, Wazirpur (Delhi).Where Big Bazaar is not just another hypermarket; it caters to every need of yourfamily. Big Bazaar scores over other stores is its value for money proposition forIndian customers.With the ever-increasing array of private labels, it has opened doors in the world offashion and general merchandise, including home furnishings, utensils, crockery,cutlery, sports goods and much more at prices that will surprise customers.
INTRODUCTIONBackground of the studyBig Bazaar has brought about many changes in the buying habits of people. It hascreated formats, which provide all items under one roof. To attract more customerscompanies have to carry out the promotional activities in unique way. Big Bazaar hasmaintained that uniqueness & has succeeded in attracting customers. Therefore thebasic objective of this study is to find their target customers and understanding itsmarketing strategies.Need for the StudyIndia is having huge customer base having different choices and behavior. To satisfytheir need is a different task. To achieve this Indian retail has change from Kirana toretail outlets and has becoming the need in India. Different retail outlets are offeringdifferent scheme and promotional strategies. Thus a study is been conducted to knowthe effective marketing strategies needed to attract new as well as retaining theexisting customers.Objectives of the studyPrimary Objective: • To know the effective Marketing Strategy which Influence customer to purchase a product of Big Bazaar in comparison to other Retail Store. • Catchment Analysis to know whether Big Bazaar is getting its customer from its target locations or not.Secondary Objective: • To enable us to gain an insight into the corporate world. • The study is aimed at understanding how an organization practically works in the real situation.Scope of the Study • This report is based on the study conducted at Big Bazaar, Wazirpur (Delhi). • It aims at understanding the company‘s establishment, organization structure, departments, techniques, marketing strategies and the advantages it is having over the competitors.
• An attempt is made to analyze the company‘s performance in comparison to the theoretical aspects.Limitation of the Study • Time limit is a major constraint. • As per the company rules many information was not disclosed. • As the managers are busy in their daily schedules it is not possible for us to spend more time in interaction and discussion with them. • Some time respondents don‘t provide accurate information which may influence the survey result.
1.1 OVERVIEW OF INDUSTRYThe Indian retail industry is the fifth largest in the world. Comprising of organizedand unorganized sectors, India retail industry is one of the fastest growing industriesin India, especially over the last few years. Though initially, the retail industry inIndia was mostly unorganized, however with the change of tastes and preferences ofthe consumers, the industry is getting more popular these days and getting organizedas well. The US-based global management consulting firm, A T Kearney, in itsGlobal Retail Development Index (GRDI) 2012, has ranked India as the fifth mostattractive nation for retail investment, among 30 emerging markets.Indian retail industry is second largest employer after agriculture, employing morethan 35 million people with wholesale trade generating additional 5.5 millionemployments, accounting for over 10 percent of the country‘s GDP and around 8percent of the employment, as per the National Sample Survey (NSS) 2009-10. Indiasretail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative.Retail industry in India is at the crossroads. It has emerged as one of the mostdynamic and fast paced industries with several players entering the market. Butbecause of the heavy initial investments required, break even is difficult to achieveand many of these players have not tasted success so far. However the future ispromising; the market is growing, government policies are becoming more favorableand emerging technologies are facilitating operations. Indian Retail Market Segment Food Fashion Leisure & entertainment Fashion accessiries Consumer durables Health, beauty & pharma Furniture Telecom Books & music Fig. 1.1 Fig. 1.2Retailing in India is gradually inching its way toward becoming the next boomindustry. The whole concept of shopping has altered in terms of format and consumerbuying behavior, ushering in a revolution in shopping in India. Modern retail hasentered India as seen in sprawling shopping centers, multi-storied malls and huge
complexes offer shopping, entertainment and food all under one roof. The Indianretailing sector is at an inflexion point where the growth of organized retailing andgrowth in the consumption by the Indian population is going to take a higher growthtrajectory. The Indian population is witnessing a significant change in itsdemographics. A large young working population with average age of 24 years,nuclear families in urban areas, along with increasing working-women population andemerging opportunities in the services sector are going to be the key growth drivers ofthe organized retail sector in India.1.1.1 Opportunities for the Organized Retail Sector In India 1. India‘s booming economy is a major source of opportunity. It is the third largest in the world in terms of purchasing power. India is the second fastest growing major economy in the world. 2. India‘s huge population has a per capita income of Rs 53,331 PA in 2010-11. 3. The proportionate increase in spending with earnings is another source of opportunity. 4. With the Indian economy now expected to grow at over 8% and with average salary hikes of about 15%, manufacturers and retailers of consumer goods and services can expect a major boost in consumption. 5. The Demography Dynamics are also favorable as approximately 60 per cent of Indian population is below the age of 30. 6. Increasing instances of Double Incomes in most families coupled with the rise in spending power. 7. Increasing use of plastic money for categories relating to Apparel, Consumer Durable Goods, Food and Grocery etc. 8. Increased urbanization has led to higher customer density areas thus enabling retailers to use lesser number of stores to target the same number of customers. Aggregation of demand that occurs due to urbanization helps a retailer in reaping the economies of scale. 9. With increased automobile penetration and an overall improvement in the transportation infrastructure, covering distances has become easier than before. Now a customer can travel miles to reach a particular shop, if he or she sees value in shopping from a particular location.
1.1.2 Retailing formats in India 1. Malls 2. Specialty Stores 3. Discount Stores 4. Department Stores 5. Hyper marts / Supermarkets 6. Convenience Store 7. MBO‘s 8. E-trailer(a) Malls:Mall is largest form of organized retailing today. Located mainly in metro cities, inproximity to urban outskirts they range from 60,000 sq ft to 7, 00,000 sq ft and above.They lend an ideal shopping experience with amalgamation of product, service andentertainment, all under a common roof. E.g. GIP (Noida), Select City in Saket, Delhi.(b) Specialty Stores:Focusing on specific market segments and have established themselves strongly intheir sectors. Chains such as the Bangalore based Kids Kemp, the Mumbai booksretailer Crossword, RPG‘s Music World and the Times Group‘s Music chain PlanetM is a couple of examples.(c) Discount Stores:As the name suggests, discount stores or factory outlets, offer discounts on the MRPthrough selling in bulk reaching economies of scale or excess stock left over at theseason. The product category can range from a variety of perishable/ non perishablegoods. E.g. Levi‘s Factory Outlet, Adidas Factory Outlet etc.(d) Department Stores:Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumerneeds. Further they are classified into localized departments such as clothing, toys,home, groceries, etc. E.g. Shoppers Stop, Lifestyle, Fair Price etc.
(e) Hyper marts/Supermarkets:Large self service outlets, catering to varied shopper needs are termed asHypermarket/Supermarkets. These are located in or near residential high streets.These stores today contribute to 30% of all food & grocery organized retail sales.Normally Hypermarkets are ranging from 30,000 Sq ft and more. Super Markets canfurther be classified into mini supermarkets typically 1,000 sq ft to 2,000 sq ft andlarge supermarkets ranging from of 3,500 sq ft to 5,000 sq ft. having a strong focus onfood & grocery and personal sales. E.g. Big Bazaar, More Hyper, Spencer etc forHypermarket and Food Bazaar, Reliance Fresh are called as supermarket.(f) Convenience Stores:These are relatively small stores 400-2,000 sq. feet located near residential areas.They stock a limited range of high-turnover convenience products and are usuallyopen for extended periods during the day, seven days a week. Prices are slightlyhigher due to the convenience premium. E.g. Safal, In & Out etc.(g) MBO’s:Multi Brand outlets, also known as Category Killers, offer several brands across asingle product category. These usually do well in busy market places and Metros. E.g.Brand Factory, Planet Sports etc.(h) E-trailers:Retailers providing online buying and selling of products and services.1.2 MAJOR RETAILERS IN INDIAThe major retailers occupied in the organized retail sector in India are: 1. Future Group 2. Aditya Birla Group 3. Reliance Group 4. Bharti Group 5. Tata Group 6. RPG Group 7. K Raheja Group etc.
1.3 ORGANIZATIONAL OVERVIEW (FUTURE GROUP)Mr Kishore Biyani CEO, Future Group PantaloonRetail (India) Limited is India‘s leading retailer thatoperates multiple retail formats in both the value andlifestyle segment of the Indian consumer market.Headquartered in Mumbai, the company operatesover 16.33 million square feet. Of retail space, hasover 1000 stores across 85 cities and 60 rurallocations across the country and employs over35,000 people. The company‘s leading formatsinclude Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indianhypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feelof Indian bazaars with aspects of modern retail like choice, convenience and quality.Central is a chain of seamless destination malls. Some of its other formats includeShoe Factory, Brand Factory, Blue Sky, Fashion Station, Mobile Bazaar and StarSitara (Beauty clinic). The company also operates an online portal, Futurebazaar.com.A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town,a large-format home solutions store, selling home furniture products and E-Zonefocused on catering to the consumer electronics segment.Future Group understands the soul of Indian consumers. As one of India‘s retailpioneers with multiple retail formats, we connect a diverse and passionate communityof Indian buyers, sellers and businesses. The collective impact on business isstaggering: Around 220 million customers walk into our stores each year and chooseproducts and a service supplied by over 30,000 small, medium and largeentrepreneurs and manufacturers from across India and this number is set to grow.Mission:We share the vision and belief that our customers and stakeholders shall be servedonly by creating and executing future scenarios in the consumption space leading toeconomic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.1.3.1 KEY GROUP COMPANIES:Retail: Pantaloon Retail (India) Limited * Future Value Retail LimitedFinance: Future Generali Life Insurance Company Limited Future Generali (India) Insurance Company Limited Future Capital Holdings Limited * Future Ventures (India) Limited *Services Future Supply Chains Limited Future Human Development Limited Future Media (India) Limited Future Corporate Resources Limited Public Limited Companies listed in the National Stock Exchange and Bombay Stock Exchange. Fig. 1.3
Big Bazaar is not just another hypermarket; it caters to every need of your family.Where Big Bazaar scores over other stores is its value for money proposition forIndian customers.With the ever-increasing array of private labels, it has opened doors in the world offashion and general merchandise, including home furnishings, utensils, crockery,cutlery, sports goods and much more at prices that will surprise customers.History of Big BazaarThe first Big Bazaar store, with an area of about 24,000 square feet, opened on VIPRoad, Kolkata in August 2001. This was followed by stores in Hyderabad, Bangalore,Mumbai and Gurgaon. The initial categories on offer were apparel, generalmerchandise and food. Later, several brands from categories like electronics,furniture, music, communications and books were added to the bouquet of products.Big Bazaar implemented SAP in 2005 to run its stores in the most efficient mannerthat technology could provide. With an increasing number of customers patronizingits stores, it was time for Big Bazaar to reach out to them. To pay tribute and to tellthem how much they were appreciated, Big Bazaar launched a co-branded credit card.In association with ICICI bank, the Big Bazaar-ICICI Bank credit card made its firstappearance in May, 2002. As an extension of its customer relationship initiatives italso launched Shakti, a credit card for housewives, in February 2006. The card wasunique, for it required no proof of income. Fig. 1.4
BRAND STRATEGYSegmentation: They divided Indian consumer in three categories:- India One- Elite class with high disposable income. India Two- Middle class customers. India Three- Struggling class with very low incomes.Targeting: India One and TwoKey Insights from the Target Group: Saving is the key driver for the consumers. Indian consumers feel comfortable in crowds and motivated through what all the people are buying. ―It‘s only human to want more‖ – ―Shopping ka mazaa tabhi aata hain jab milti hai dher saari cheezein or bahut si variety‖. Indian consumers are more family oriented. Shopping is a source of entertainment, as they come in groups. Indian-ness is not all about Swadesi, it‘s doing things in Indian ways. A person had to hear about an offer thrice, before he actually makes a decision to buy.BRAND VALUESBrand Big Bazaar stands for delivering value for money. Customer service andshopping comfort are at the core of Big Bazaar‘s philosophy. Innovation and initiativedefine its brand character. It strives to reach out to its customers by imbibing the localflavor and melting into the local geography. In November 2007 Big Bazaar haslaunched a campaign titled ―Power of One‖. This initiative encourages customers toadd One Rupee to their bill towards donation to a social cause. Big Bazaar makes anequal contribution and donates the entire proceeds to an NGO called Save theChildren India. This is a selfless body which has been working for the welfare ofchildren from marginalized sections of society.The brand anthem Khushiyon se Bhari Jholi connects with the customers at anemotional level positioning Big Bazaar as part of the happy moments.
Future Group’s Few Popular Private Label Brands:Fashion BrandsFMCG Brands:Electronics Brands: Fig. 1.5
2.1 MARKETING MIX OF BIG BAZAARA. PRODUCTWith a better understanding of consumer behavior across various cultures and classes,Big Bazaar has put together a stunning range of over 160,000 SKUs. Private labels ofBig Bazaar are among the largest apparel and fashion brands in the country. Theseinclude, DJ&C – men‘s casual wear range and Knighthood – men‘s formal wearrange; Pink & Blue, Such are exclusive garments designed for modern kids; Srishti, alabel of ethnic wear for women; Haute N Spicy, fashionable western wear for teenagegirls; Dreamline, a label that caters to an entire range of home linen, utensils andcrockery and D‘tachi, Milestone a luggage label that offers outstanding value formoney. Big Bazaar has also tied up with a host of well-known brands which offerexclusive lines created especially for the store. These include Levis, Lee Cooper,Lotto, Reebok, Wrangler and Disney.Products in Apparel Section
Products in Toys & Stationary:Luggage & Furniture & Electronics Department:Plastics, Utensils & Crockery (PUC), Footwear & Home Fashion Section:Food & Non Food Section:
B. PRICE:The pricing objective at Big Bazaar is to get ―Maximum Market Share‖. Pricing atBig Bazaar is based on the following techniques: 1. Psychological Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological pricing (Rs. 99, Rs. 199, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Holi etc.) 2. Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. E.g. Wednesday Bazaar 3. Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. E.g. 3 Good Day family packs at Rs 60 (Price of 1 pack = Rs 22) 5kg Oil + 5kg Rice + 5kg Sugar for Rs 599. Buy 2 get 1 free. 4. Special Event Pricing: Buy 2 Two Liter Cock at Rs. 75 ( MRP of one Bottle is Rs. 65) Offer valid for 2 days only.C. PLACE:The success of any retail store depends on three factors- Location, Location andLocation. The Big Bazaar stores are operational across three formats — hypermarketsspread over 40,000-50,000 sq ft, the Express format over 15,000 – 20,000 sq ft andthe Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 90cities and towns across India with 161 stores by June 30, 2012. Apart from the Metrosthese stores are also doing well in the tier II cities. These stores are normally locatedin high traffic areas. Big Bazaar aims at starting stores in developing areas to take anearly advantage before the real estate value booms.In Delhi few Big Bazaars are situated below Metro Stations so the people can easilyaccess the stores through the best mode of public transport like Delhi Metro. BesidesMetro stations other stores are situated at Famous malls. Big Bazaar in GIP (GreatIndia Palace), Noida is one of the most profitable store in Delhi NCR Region.
In order to gain a competitive advantage Big Bazaar has also launched a websitewww.futurebazaar.com, which helps customers to orders products online which willbe delivered to their doorstep. This helps in saving a lot of time of its customers.D. PROMOTION:Big Bazaar has been credited with some of the biggest consumer campaigns in thehistory of Indian retail. In celebration of Republic Day, Big Bazaar created a three-day shopping bonanza called ―Sabse Saste Teen Din‖. This has now become anational event that attracts millions of customers eager to benefit from the once-in-ayear smart deals. In January 2008, the three-day event generated sales worth over Rs.240 crore in 80 Big Bazaar stores. 15th August, India‘s Independence Day is billed asthe ―Maha Savings Day‖. So successful has this become that to cater to the rush BigBazaar stores in many cities stay open till midnight. Wednesday Bazaar is the Hafteka Sabse Sasta Din. It was initially created with the intent of decongesting weekendsand driving footfalls on weekdays. As it transpired, most Big Bazaar stores nowattract as many customers on Wednesdays as they do on weekends. A property thatoffers special benefits and privileges to senior citizens was built around SeniorCitizens Day. Earlier Price Challenge was created to reinforce Big Bazaar‘s valueproposition of ―Is se sasta aur accha kahin nahi‖. That scheme simply offered twicethe price difference should the cost of an item at a Big Bazaar store be found to bemore than the market price. This tag line is now replaced by ―Naye India Ka Bazaar‖.Exchange was an innovative promotion launched by Big Bazaar in 2005 to providecustomers an opportunity to get rid of their junk and in return shop for a wide range ofproducts at a discount. In-store communications in Big Bazaar are unique and rathernovel. To ensure that no one misses out on an opportunity to gain from special offers,service boys ferry around a trolley with the product inside, announcing the scheme.Not only is this entertaining it also helps customers pick up the product from thetrolley instead of walking up to the rack where it is on display. To make sure that non-English speaking customers don‘t feel alienated the communication is also conductedin the Local language. The communication is always unambiguous and direct.
So the various promotional schemes used at Big Bazaar are: ―Mahabachat Ke 5 Din‖ Hafte ka sabse sasta din ―Wednesday Bazaar‖ Exchange Offers ―Junk Swap Offer‖ Pay Back Card Employee Discount Card (EDC) Advertisement (Print Ad, TV Ad, Radio) Brand endorsement by Sachin Tendulkar.Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggieslike Westside, Shoppers Stop and Lifestyle. They are: ―Keep West- aSide. Make a smart choice!‖ ―Shoppers! Stop. Make a smart choice!‖ ―Change your Lifestyle. Make a smart choice!‖ Fig. 2.1(a) Pay Back Card, Credit Cards & Gift Vouchers of Big Bazaar:Big Bazaar offers different Pay Back Cards, credit Cards & Gift Vouchers to attractthe new and retain its existing customers. All these cards are offered to satisfy thedifferent needs and to provide maximum benefit to its loyal customers.
(b) Pay Back CardFuture Group has taken the whole concept of customer loyalty to the next level byjoining hands with PAYBACK. PAYBACK is India‘s largest and one of Europe‘smost successful multi-partner loyalty programs. With PAYBACK, customers canshop, save and get rewarded. This program enables consumers to collect millions ofpoints across online and offline partners – with just a single card. Customers canaccumulate points across Future Group formats, thereby making ―shoppingrewarding‖. Fig. 2.2(c) Employee Discount Card (EDC):All the employees of Future Group are given a Special Discount Card known as EDC.Through this card the employees can buy any product at a special discount of 4% to20% on different product category over which there is no any promotional offer isrunning. There is a limit fixed over each EDC which varies over salary structure ofemployee, means higher the salary higher the discount limit and vice versa. The cardis valid for one year or the discount limit of each card whichever is less.(d) Future Group Monthly Bachat Bazaar:All the SBI Card holders are eligible for this offer. The main benefits are: 5% instant discount on select "Super Saver" offers. Offer valid during Monthly Bachat Bazaar days i.e. 1st to 8th of every month at Big Bazaar and Food Bazaar outlets. (This offer was valid till 8th June 2012) Fig. 2.3
Other Promotional Activities:(1) Advertising:Before designing the advertising campaign for the Big Bazaar brand, the message thatneeds to deliver about the brand through advertisement needs to be designed. It wouldinvolve following three elements: Style of the Message: Style of the message would be Value and Benefit Provider and attention seeker. Tone of the message: The tone of the message would be positive. Message Text: ―Naye India ka Bazaar‖ – This single line statement would convey the modern retail format of the Big Bazaar.Advertising campaigns for Big-Bazaar will take place in the form of following:(2) Print Ads:This would take place in the form print advertisement in newspaper and everydaymagazines.The advertisements would initially aim at educating the consumer about Big-Bazaaras a brand. An effective communication as has been followed by the brand is theregular newspaper print advertisement with tag line of ―Naye India Ka Bazaar” andcomparison of prices of various consumer products at Big-Bazaar vis-à-vis localmarket prices. Big-Bazaar news paper advertisements will be presented just before thelaunch of any new scheme. This will create aura about the Big-Bazaar brands in theminds of consumers. Fig. 2.4
(3) TV Ads:Big-Bazaar commercials will be shown on the various channels in India. These adswill convey about the various offerings of the Big-Bazaar such as Fashion Collectionsand Jewellery, Home and Personal Care, Electronics, Furniture. The advertisementwill focus on the variety and quality of the specific offerings and convey the corevalues of Big-Bazaar as a place where these products are available at the lowestavailable price with the environment of modern Indian retailing. The TV ads would beaired during Prime-time hours of the channels where mostly the household memberswatch television.(4) Road-side advertisements:Road side advertisement will take the form of road side billboards which would bedisplayed at prime locations in the cities and towns conveying the central idea of Big-Bazaar of low prices and quality products. The bill-boards will display the catchphrases about Big-Bazaar aiming to attract the consumers.(5) Radio Ad:The objective of radio based advertising is to inform the customers at the newhappening at Big-Bazaar outlets while at the same time conveying the culture of BigBazaar of offering the values deals for a broad range of products.(6) Sales PromotionSales promotion activities for Big-Bazaar will take place through the following forms.6.1 Coupons:In order to boost sales, various discounts coupons will be offered to buyers at Big-Bazaar such as ―buy 2- get 1 free‖, discount coupons on bulk purchase. Such a stepwould help to increase sales per consumer of the Big-Bazaar. At the same time,coupons can be printed in local newspaper ads and magazines mentioning thediscounts that can be availed on these coupons with respect to specific purchase. Thiswill help draw consumers to the store and initiate purchase.
6.2 Gift Vouchers:Big Bazaar offers gift vouchers of different denomination for Gifting their valuablecustomer or are available to be gift some dear one so that he/she can redeem it inhis/her desired shopping product. Fig. 2.56.3 Contests:Contests will be hosted by Big-Bazaar with some incentive which will help togenerate awareness about Big-Bazaar as a brand. The theme lines of the contest willhelp spread awareness about the various offerings of Big-Bazaar and best dealsoffered by Big-Bazaar thereby boosting Big-Bazaar brand.6.4 Premiums:Premiums will be offered to buyers during special occasion in the form of an offerwhich could be either free or at a low price that provides incentive for the buyers. Itcan be in the form of ―Rakhi‖ gift during the times of Raksha Bandhan or a Photoframe of Lord Ganesha during the times of Ganesh Utsav etc.6.5 Personal SellingPersonal Selling would aim at educating customer at the point of purchase and helpthem making a better purchase decision with respect to consumer products. Thiswould help to build consumer satisfaction and give consumer a feeling of havingmade a right decision. There are following essential elements critical to personalselling in the context of big-Bazaar. Well trained staff Motivation to employees to think out of the box and take innovative steps.
Training would be provided to the staff about the different products in the store andpersuasive and communication skills in order to interact effectively with the buyers.Training would be provided to the sales person at the store evaluate buyers‘preferences for a particular product, build conviction about the brand and influencethe buyer to purchase the brand. While doing this, a continuous effort would be madeto educate the buyer of the core culture of Big-Bazaar of value deals and provideefficient customer value to the consumers.6.6 Public Relation and Publicity:The objective of Public Relations and Publicity as a marketing communication mixfor Big-Bazaar as a brand is to establish good-will in the minds of the consumers. Thevarious Public Relations and Publicity campaigns which will be used to build Big-Bazaar brand would be though the following: Events: This would involve arrangement of special events such as exhibits, contests, competition. Sponsorships: Sponsorship of national events and highly regarded causes such as AIDS awareness campaign. Association with consumer products exhibitions.
LITERATURE REVIEWMarketing for a Retail Business is an integral part of any retail organization. It isbelieved that customer doesn‘t buy the product all the time; it is the marketer whocreates the demand for their product. Implementing marketing techniques can helpretailers increase sales.Every business is a marketing business, as John Jantsch, author of "Duct TapeMarketing," says in his book. This is especially true for retail businesses. In acompetitive business environment, starting a retail business is only half the job done.Retailers must constantly work toward getting customers to buy their products andconvert potential customers into sales. Knowing and applying basic marketingtechniques can boost the retail business and give it an edge over competitors.Today businesses are employing various marketing and promotional strategies toretain their consumer base. With the concept of relationship marketing surfacing, themarket is completely consumer oriented, and the sole aim of any business today is toserve and satisfy their customers in the best possible manner. The fact that consumerretention has gained precedence over acquisition, considering the cost involved, hasmade it even more important for businesses to satisfy the consumers and win theirloyalty. With competition hotting up, Indian retail chains are beefing up theirmarketing activities to recharge their brands.Gibson Vedamani, chief executive officer, Retailers Association of India, theIndustrys apex body says that "Since retail chains have attained a certain level ofoperation, the focus will shift to above-the-line (ATL) marketing. Each store will nowwant to communicate their brand differentiation to their consumers‖.Julie-Ann Amos a freelance business writer says "If you are in the retail business,then you need to wake up and think carefully about your current marketing strategy. Ifyou dont you could find yourself trailing behind the competition and losing businessto other retailers".Therefore for formulating the effective marketing strategy the marketer should keepin mind the following for the retail businesses:
1. Research and identify your target market. A retail business usually depends on a defined local area, so determining the location, market size and buying habits of your target market will help you identify your potential customers and how you can promote your retail business to them.2. Develop a unique marketing message. Think of how your retail store or product helps solve a particular problem or satisfies a specific need of your target market and what makes your product better than competitors. Ensure that this core marketing message is used across all channels for promoting your retail business.3. Create a marketing kit. Print business cards and brochures that list your contact details and the products and prices you offer so that customers have quick access to the information they need and can follow up with you later. As part of your marketing kit, create a periodic e-newsletter with information about special sales, tips on using your products and new products you are offering.4. Develop a website. The website should provide all relevant information about your business and products. Set up an online store to allow customers to purchase your products directly from the website. This will boost your sales and help you attract customers beyond your local market.5. Advertise in local publications or on online sites that are relevant to your product or market. Though advertising can be expensive, it can help directly promote and educate potential customers about your product and its benefits. Include a call to action in the advertisement by offering readers a discount coupon.6. Engage and build relationships with customers online. Using low-cost social media tools such as a blog, Facebook page or Twitter profile, connect and start a conversation with prospects and existing customers and keep them informed of latest products, events or sales.7. Organize events such as a special Valentines Day sales or even a free workshop to draw crowds into your retail store, generate press coverage and publicize your business in the local community. Participate in trade fairs and set up a booth to demonstrate your product. At the fair, offer free trials to prospective customers to persuade them to buy your product or visit your store.
8. Get testimonials from existing customers. Nothing speaks louder than an endorsement from a customer who has tried your product and is happy with it. Include these testimonials in advertisements, your website and other marketing materials.To drive foot traffic to the retail store, one needs to employ retail marketing activities.Retaining customers is done with good service, product selection and competitivepricing. Getting customers through the door for the first time, or bringing back oldcustomers, is achieved by using effective marketing promotions.
RESEARCH METHOD AND PROCEDURESince the study is on retail sector first the detail observation of the store is beenconducted about its Management team, its structure, the number of departments,which all brands does the store has, who are its suppliers, about its warehouses etc.Based on the topic objectives a questionnaire was designed which consist of 10questions and response is collected from the customers who are visiting the store. Fordata collection convenient sampling method was adopted.For this project the area of research is Big Bazaar, Wazirpur (Delhi).Objective of the Study: To know the effective Marketing Strategy which Influence customer to purchase a product of Big Bazaar. Catchment Analysis to know whether Big Bazaar is getting its customer from its target locations or not.Data Collection Method:Market research requires two types of data i.e. Secondary data and Primary data.Primary data has been used abundantly for the study. Questionnaire is prepared & thesurvey was undertaken. Feedback and suggestion for the store has been taken byasking questions and observation has also done to gather primary information.There is also a use of secondary data, collected from the various Journals, books,websites & from store employees and management. Primary Data: In store customer survey through Questionnaire. Secondary Data: Journal, Annual Reports, Company Manual & websites. Location of Research: Big Bazaar, Wazirpur (Delhi) Research Approach: Survey Method Research Design: Descriptive Research
Sampling Method:Since the study is restricted to Retail sector, all the functional departments of BigBazaar and the respondents are found at the store only so according to theconvenience they are being picked so sampling method is used in this study isConvenient Sampling. Sample Size: 500 Respondents Sampling Method: Convenience Sampling Sample Unit: Customers of Big Bazaar Measuring Tool: QuestionnaireCatchment Area: North - West Delhi, India Fig. 4.1
DATA ANALYSIS Location of Respondents 4 5 Ashok Vihar/ Bharat Nagar 17 5 Keshavpuram/ Kanaya Nagar/ Tri Nagar 8 Shakti Nagar/ Kamla Nagar/ Model Town 13 Wazirpur/ Netaji Subhash Place Shalimar Bagh/ Prashant Vihar 17 Pitampura/ Kohat Enclave/ Rani Bagh Rohini/ Rithala 31 Others Fig. 5.1Analysis: Location No. of Respondents % of Respondents Ashok Vihar/ Bharat Nagar 19 4% Keshavpuram/ Kanaya Nagar/ Tri Nagar 23 5% Shakti Nagar/ Kamla Nagar/ Model Town 25 5% Wazirpur/ Netaji Subhash Place 42 8% Shalimar Bagh/ Prashant Vihar 85 17% Pitampura/ Kohat Enclave/ Rani Bagh 155 31% Rohini/ Rithala 65 13% Others 86 17% Table 5.1Under this data collection North West Delhi is taken into consideration as the store issituated in this location. In my customer visit analysis over 500 visitors I got to knowthat most of the customers come from Pitampura/ Kohat Enclave & Rani Bagh areafollowed by Shalimar Bagh/ Prashant Vihar, followed by Rohini/ Rithala andfollowed by Wazirpur/ NSP area. Along with these there are so many people whocame from other areas of Delhi & NCR.Interpretation: As right now there is no such Hyper Market like Big Bazaar issituated near by these top most location, therefore Big Bazaar is getting the advantageof attracting these customers. Further people resident of these location also have goodspending capacity therefore they like to shop in these store formats.
Mostly Spoken Language by Customer 4% 10% 4% Hindi English Punjabi 82% Others Fig. 5.2Analysis: Language No. of Respondents % of Respondents Hindi 411 82% English 18 4% Punjabi 51 10% Others 20 4% Table 5.2In this data I found that most of the people who visit in the store speak Hindi,followed by Punjabi, followed by English. There are also few people who speakdifferent language like Marwari, Bihari, Haryanvi, Some people are also there whospeak South Indian languages like Tamil, Telgu etc.Interpretation: In Delhi most of the people use Hindi as the primarily languagebecause of its common use and it is known to all the people.
Gender of Respondents 43% 57% Male Female Fig. 5.3Analysis: Gender No of Respondents % of Respondents Male 287 57% Female 213 43% Table 5.3In this research work the data are collected unintentionally more by Male Visitorsthen the Female Visitors but it doesn‘t mean that Female visitors are less then MaleVisitors because random selection is done while doing this research.
Age Group of Respondents 45 38 40 35 30 26 24 25 20 15 10 8 5 3 1 0 15-20 21-25 26-35 36-50 51-60 61-80 Fig. 5.4Analysis: Age Group No of Respondent % of Respondents 15-20 38 8% 21-25 128 26% 26-35 192 38% 36-50 120 24% 51-60 15 3% 61-80 7 1% Table 5.4From the above table it is clear that most of the people in this research belong to agegroup of 26 to 35 followed by 21 to 25 then 36 to 50. So on an average customer‘sage is in between 21 to 50 who visit the store the most. This research includes thecustomers of age as low as 15 year old.Interpretation: The reason is being people of this age group have more purchasingpower, self dependency as well as having purchasing decision ability.
Respondents Average Monthly Spending 30 27 25 25 20 18 14 14 15 10 5 2 0 Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Fig. 5.5Analysis: Average Monthly Spending No. of Respondents % of Respondents Below 2500 9 2% 2501-4000 71 14% 4001-6000 127 25% 6001-8000 133 27% 8001-10000 89 18% Over 10000 71 14% Table 5.5From the above table it is clear that most of the respondents spending are between6001-8000, followed by 4001-6000, followed by 8001-10000. On an average most ofthe customer spent between 4001-8000. There are very few respondents whoseaverage monthly spending is below 2500.Interpretation: The reason may be that the North West Delhi belongs to the Higher& Upper middle income group people further so many families have double incomehouseholds.
Mode of Commution 60 48 50 40 30 25 20 15 11 10 0 Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport Fig. 5.6Analysis: Mode of Commution No. of Respondents % of Respondents Two Wheeler 95 15 Four Wheeler 156 25 Auto/ Rickshaw 70 11 Public Transport 301 48 Table 5.6From the above table it is clear that most of the respondent travels here through Publictransport like Metro Train or Buses followed by Four Wheeler, followed by TwoWheeler, and followed by Auto / Rickshaw.Interpretation: The reason of being using public transport is that the store is situatedbelow the Metro station as well as public transport is a very convenient mode to reachBig Bazaar, Wazirpur. Further ladies who don‘t know driving mostly travel by autorickshaw. People who come to shop with family and who make bulk purchase usuallybring four wheeler.
Frequency of Visit to Big Bazaar 30 28 24 25 20 16 16 15 10 7 4 3 5 2 0 Wednesday Weekend Once a Week Twice a Once a Twice a Once a Other Week Fortnight Fortnight Month Fig. 5.7Analysis: Frequency of Visit No of Respondents % of Respondents Wednesday 44 7% Weekend 181 28% Once a Week 26 4% Twice a Week 10 2% Once a Fortnight 106 16% Twice a Fortnight 22 3% Once a Month 155 24% Other 102 16% Table 5.7From the above table it is very clear that most of the respondents visit the store onweekends followed by once a month and so on. This question was multiple choicequestion because it‘s not like customers prefer to shop on weekend don‘t come onweekdays and all. Therefore the result here we saw is most preferred visit ofcustomers.There are lots of respondent who answer this question as others. Here others refer toOccasionally, Rarely or First Time visit.Interpretation: The reason of being shopping at weekend is that most of the peopleenjoy holiday on these days. The reason of shopping at Wednesday is that it is the―Hafte ka sabse sasta din‖ in Big Bazaar where special offers are given to customersonly at that day.
Mostly Shop Product at Big Bazaar 50 43 45 40 35 32 30 25 20 15 11 8 10 4 5 1 0 Food/ Groceries Clothes Home Utencils/ Electronics Furniture Others Plastics Fig. 5.8Analysis: Mostly Shop Product No. of Respondents % of Respondents Food/ Groceries 360 43 Clothes 268 32 Home Utencils/ Plastics 95 11 Electronics 31 4 Furniture 6 1 Others 68 8 Table 5.8In this analysis it is very clear that most of the respondents visit the store to buyfood/Groceries Items the followed by Clothes then followed by Home Utensils &Plastics item. Electronics & Furniture are the least bought products in big Bazaar.Interpretation: This is because Food / Groceries & Clothes are the most consumableproducts in general where as other products are shopped occasionally.
Reason of Buying at Big Bazaar 45 42 40 35 30 30 25 20 14 15 9 10 6 5 0 Quality Low Prices Value for Money Convenience Near to Home Fig 5.9Analysis: Reason of Buying form Big Bazaar No. of Respondents % of Respondents Quality 234 30% Low Prices 70 9% Value for Money 47 6% Convenience 326 42% Near to Home 107 14% Table 5.9In this analysis it is clear that respondents prefer to buy at Big Bazaar because ofconvenience followed by quality of products followed by nearness of the store.Interpretation: This is because Big Bazaar is a store which satisfies almost all therequirements of households. People just have to visit the store and buy pin to plane.Other important factor is time constraint. Now a day‘s people are ready to spent moreto save their time.
Preference for Shoping at other then Big Bazaar 50 45 45 40 35 30 25 20 15 13 15 10 9 8 10 5 0 More Easy Day Reliance Fresh Vishal Mega Local Stores Others Mart Fig. 5.10Analysis: Store Name No. of Respondents % of Respondents More 81 9% Easy Day 78 8% Reliance Fresh 142 15% Vishal Mega Mart 90 10% Local Stores 424 45% Others 126 13% Table 5.10In this analysis it is clear that other then Big Bazaar, respondents prefer to shop atLocal Stores followed by Reliance Fresh followed by Vishal Mega Mart and all.There are so many people who also visit the stores other then these like Big Apple, 6Ten etc. It was the multiple choice question where respondents can prefer more thanone option for the store.Interpretation: The reason to prefer shopping at local stores is that it isn‘t possiblefor all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may bethat these stores offer home delivery also to maintain relationship with theircustomers.
Reason of Shoping at other Store 70 59 60 50 40 30 21 20 13 10 6 1 0 Quality Low Prices Convenience Near to Home Offer Home Delivery Fig. 5.11Analysis: Attribute No. of Respondents % of Respondents Quality 46 6% Low Prices 11 1% Convenience 164 21% Near to Home 466 59% Offer Home Delivery 101 13% Table 5.11In this analysis it is clear that respondents shop at other store because of nearness ofthe store followed by convenience followed by their home delivery and so on. It wasthe multiple choice question where respondents can prefer more than one option.Interpretation: To buy products at nearby stores is always a mean of convenienceand we as a buyer always try to save our time and energy.
Location v/s Gender Analysis Female Male Others 7% 10% Rohini/ Rithala 21% 14% Pitampura/ Kohat Enclave/ Rani Bagh 5% 5% Shalimar Bagh/ Prashant Vihar 12% 14% Wazirpur/ Netaji Subhash Place 31% 31% Shakti Nagar/ Kamla Nagar/ Model Town 14% 20% Keshavpuram/ Kanaya Nagar/ Tri Nagar 6% 4% Ashok Vihar/ Bharat Nagar 5% 3% Fig. 5.12Analysis: Gender % Gender Location Male Female Male Female Ashok Vihar/ Bharat Nagar 2% 2% 9 10 Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 2% 11 12Shakti Nagar/ Kamla Nagar/ Model Town 3% 2% 15 10 Wazirpur/ Netaji Subhash Place 6% 3% 28 14 Shalimar Bagh/ Prashant Vihar 8% 9% 40 45 Pitampura/ Kohat Enclave/ Rani Bagh 18% 13% 89 66 Rohini/ Rithala 8% 5% 39 26 Others 11% 6% 56 30 Table 5.12In this analysis it is clear that throughout all the locations male and female proportionis almost equal.Interpretation: The reason may be that the big bazaar stores are not gender specific;it satisfies all the demand of customers therefore people like to come along with theirfamily to shop.
Location v/s Age Group Analysis 12% 10% 15-20 8% 21-25 6% 26-35 4% 36-50 51-60 2% 61-80 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Rani Bagh Fig. 5.13Analysis: Age Group % Location 15-20 21-25 26-35 36-50 51-60 61-80 Ashok Vihar/ Bharat Nagar 0% 1% 2% 0% 0% 1% Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 2% 2% 1% 0% 0% Shakti Nagar/ Kamla Nagar/ Model Town 0% 2% 1% 2% 0% 0% Wazirpur/ Netaji Subhash Place 1% 2% 4% 1% 0% 0% Shalimar Bagh/ Prashant Vihar 1% 3% 7% 5% 0% 0% Pitampura/ Kohat Enclave/ Rani Bagh 3% 7% 11% 8% 0% 0% Rohini/ Rithala 1% 5% 3% 4% 0% 0% Others 1% 4% 9% 2% 1% 0% Table 5.13In this analysis we can see that most of the customer of age between 15-50 comesfrom Pitampura followed by Shalimar Bagh and followed by Rohini.Interpretation: The reason may be because all these area are very close to BigBazaar. Therefore even the 15 year customers can also visit alone to the store tosatisfy their need.
Location v/s Average Monthly Spending 12 10 8 Below 2500 2501-4000 6 4001-6000 4 6001-8000 8001-10000 2 Over 10000 0 Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Subhash Place Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Rani Bagh Fig. 5.14 Analysis: Location Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Ashok Vihar/ Bharat Nagar 0% 0% 1% 0% 1% 1%Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 1% 3% 1% 0% 0%Shakti Nagar/ Kamla Nagar/ Model Town 0% 2% 1% 1% 1% 1% Wazirpur/ Netaji Subhash Place 0% 1% 3% 1% 2% 2% Shalimar Bagh/ Prashant Vihar 0% 1% 4% 5% 4% 2% Pitampura/ Kohat Enclave/ Rani Bagh 1% 4% 5% 11% 5% 5% Rohini/ Rithala 0% 2% 5% 1% 3% 2% Others 1% 3% 3% 6% 2% 2% Table 5.14 In this analysis we can see that customers from Pitampura, followed by Shalimar Bagh followed by Rohini area do the expenditure the most. Interpretation: The reason is being that people residents of these locations are high wealth families and their spending power is more compare to other target locations.
Location v/s Mode of Commution 100% 0% 90% 0% 3% 7% 80% 3% 20% 11% 70% 4% 12% 60% 2% Public Transport 50% 5% 1% 3% 3% Auto/ Rickshaw 40% 3% 3% Four Wheeler 30% 1% 6% 0% 3% 0% 11% Two Wheeler 20% 3% 10% 1% 3% 5% 1% 3% 4% 2% 0% 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Place Rani Bagh Fig. 5.15Analysis: Location Two Wheeler Four Wheeler Auto/ Rickshaw Public Transport Ashok Vihar/ Bharat Nagar 0% 3% 0% 0% Keshavpuram/ Kanaya Nagar/ Tri Nagar 1% 0% 0% 4% Shakti Nagar/ Kamla Nagar/ Model Town 1% 1% 1% 3% Wazirpur/ Netaji Subhash Place 3% 3% 2% 3% Shalimar Bagh/ Prashant Vihar 3% 6% 5% 7% Pitampura/ Kohat Enclave/ Rani Bagh 4% 11% 3% 20% Rohini/ Rithala 2% 3% 0% 12% Others 5% 3% 3% 11% Table 5.15In this analysis we can see that most of the people from Ashok Vihar, Shalimar &Pitampura prefer four Wheeler, where as majority of people from Keshavpuram &Rohini prefer Public transport. People from Shalimar on an average use all the abovemodes to reach Big Bazaar.Interpretation: Public transport is so convenient mode to reach Big Bazaar becausethe store is situated just below the metro station as well as Bus Connectivity is alsogood to reach Big Bazaar, therefore people from different area prefer Metro followedby other modes to come at Big Bazaar.
Location v/s Mostly Shop Product at Big Bazaar 25% 20% Food/ Groceries 15% Clothes Home Utencils/ Plastics 10% Electronics 5% Furniture Others 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Place Rani Bagh Fig. 5.16Analysis: Home Food/ Location Clothes Utencils/ Electronics Furniture Others Groceries Plastics Ashok Vihar/ Bharat Nagar 3% 2% 2% 1% 0% 1% Keshavpuram/ Kanaya Nagar/ Tri Nagar 3% 3% 0% 0% 0% 0% Shakti Nagar/ Kamla Nagar/ Model Town 4% 3% 1% 0% 0% 1% Wazirpur/ Netaji Subhash Place 5% 6% 1% 1% 0% 0% Shalimar Bagh/ Prashant Vihar 13% 8% 3% 1% 1% 3% Pitampura/ Kohat Enclave/ Rani Bagh 22% 17% 8% 1% 0% 5% Rohini/ Rithala 10% 8% 2% 1% 0% 1% Others 13% 7% 2% 1% 0% 2% Table 5.16In this analysis we can see that people from all the location preferred Food/ GroceryItems, followed by Clothes and Home Utensils in their purchase. Whereas Pitampura,Shalimar Bagh & Rohini generate the maximum sales for Big Bazaar.Interpretation: It is because food, clothes and home utensils are the mostconsumable products compare to other one‘s.
Location v/s Reason for Buying at Big Bazaar 100% 90% 80% 70% 60% Near to Home 50% Convenience 40% Value for Money 30% Low Prices 20% Quality 10% 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Bagh/ Kohat Enclave/ Tri Nagar Model Town Place Prashant Vihar Rani Bagh Fig. 5.17Analysis: Value for Location Quality Low Prices Convenience Near to Home Money Ashok Vihar/ Bharat Nagar 2% 0% 0% 3% 1% Keshavpuram/ Kanaya Nagar/ Tri Nagar 2% 0% 0% 1% 3%Shakti Nagar/ Kamla Nagar/ Model Town 3% 1% 1% 3% 1% Wazirpur/ Netaji Subhash Place 5% 3% 0% 6% 2% Shalimar Bagh/ Prashant Vihar 7% 2% 3% 11% 6% Pitampura/ Kohat Enclave/ Rani Bagh 14% 5% 2% 21% 6% Rohini/ Rithala 6% 0% 3% 10% 1% Others 8% 3% 1% 10% 2% Table 5.17If we see at chart we can conclude that among all the factors Quality, Convenience &Nearness to home plays the important role in customers purchase. Location wise if wetalk people from Shakti Nagar, Wazirpur & Pitampura gives little bit of emphasis overPrices also.
Location v/s Customer Preference for Store Other then Big Bazaar 100% 90% 80% 70% Others 60% Local Stores 50% Vishal Mega Mart 40% Reliance Fresh 30% Easy Day 20% More 10% 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Shalimar Bagh/ Pitampura/ Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Kamla Nagar/ Netaji Subhash Prashant Vihar Kohat Enclave/ Tri Nagar Model Town Place Rani Bagh Fig. 5.18Analysis: Reliance Vishal Mega Location More Easy Day Local Stores Others Fresh Mart Ashok Vihar/ Bharat Nagar 0% 0% 1% 0% 3% 2% Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 0% 1% 0% 4% 1%Shakti Nagar/ Kamla Nagar/ Model Town 0% 0% 2% 0% 5% 3% Wazirpur/ Netaji Subhash Place 1% 1% 1% 1% 8% 2% Shalimar Bagh/ Prashant Vihar 1% 7% 5% 3% 14% 5% Pitampura/ Kohat Enclave/ Rani Bagh 6% 6% 8% 9% 24% 6% Rohini/ Rithala 7% 1% 5% 2% 10% 2% Others 1% 0% 4% 2% 16% 4% Table 5.18If we look at the chart we can see that other then shopping at Bag Bazaar peoplewould also like to shop at Local Stores & Reliance Fresh. Here we can conclude thatlocal stores and Reliance Fresh is the major competitor for Big Bazaar.Interpretation: The reason to prefer shopping at local stores is that it isn‘t possiblefor all to visit Big Bazaar stores to satisfy their urgent needs. The other reason may bethat these stores offer home delivery also to maintain relationship with theircustomers. Customer preference for Reliance Fresh may be that it is present in almostall the localities and have good varieties of products.
Location v/s Reason of buying from that Store 100% 90% 80% 70% Offer Home Delivery 60% Near to Home 50% Convenience 40% Value for Money 30% Low Prices 20% Quality 10% 0% Ashok Vihar/ Keshavpuram/ Shakti Nagar/ Wazirpur/ Netaji Shalimar Bagh/ Pitampura/ Kohat Rohini/ Rithala Others Bharat Nagar Kanaya Nagar/ Tri Kamla Nagar/ Subhash Place Prashant Vihar Enclave/ Rani Nagar Model Town Bagh Fig. 5.19Analysis: Value for Offer Home Location Quality Low Prices Convenience Near to Home Money Delivery Ashok Vihar/ Bharat Nagar 0% 0% 0% 2% 4% 1% Keshavpuram/ Kanaya Nagar/ Tri Nagar 0% 0% 0% 0% 5% 1% Shakti Nagar/ Kamla Nagar/ Model Town 1% 0% 0% 1% 5% 1% Wazirpur/ Netaji Subhash Place 2% 2% 0% 3% 7% 1% Shalimar Bagh/ Prashant Vihar 3% 2% 1% 6% 16% 4% Pitampura/ Kohat Enclave/ Rani Bagh 7% 3% 1% 11% 29% 5% Rohini/ Rithala 3% 1% 0% 6% 12% 3% Others 3% 1% 0% 4% 16% 3% Table 5.19From the above chart we can easily conclude that people preferred to buy from otherstore is because of nearness to their home, followed by the same quality offering andmost probably they offer home delivery, especially local stores.
Gender v/s Age Group Analysis 25% 20% 20% 18% 16% 15% 15% 11% Male 10% 8% Female 5% 4% 3% 3% 1% 0% 15-20 21-25 26-35 36-50 51-60 61-80 Fig. 5.20Analysis: Gender 15-20 21-25 26-35 36-50 51-60 61-80 Male 4% 15% 18% 16% 3% 1% Female 3% 11% 20% 8% 0% 0% Table 5.20By seeing the chart it is clear that most of the people belong to the age group of 26-35followed by 21-25 & 36-50 age groups. Throughout all the age group females of agegroup 26-35 visit more compare to males.
Gender v/s Average Monthly Spending 100% 90% 80% 5% 9% 7% 6% 13% 70% 1% 60% 50% Female 40% Male 30% 9% 16% 10% 8% 13% 20% 1% 10% 0% Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Fig. 5.21Analysis: Average Monthly Spending Gender Below 2500 2501-4000 4001-6000 6001-8000 8001-10000 Over 10000 Male 9% 16% 13% 10% 1% 8% Female 5% 9% 13% 7% 1% 6% Table 5.21If we see the chart carefully we can conclude clearly that on an average males spendmore than the female visitors but in the spending group of 8001-10000 females spentmore than males.