consumer behaviour

1. INTRODUCTION
• Owned by TATA Group in alliance with British retailer TESCO (3rd Largest
retailer in the world)
• Subsidiary under TRENT Hypermarket arm of TATA.
• First store in 2004 – Ahmedabad.
• 15 additional stores in 8 cities since 2008.
• Area – 40000 to 80000 sq. ft.
• More than 30000 Products.
• Known for offering great deals to customer.
• Variety of consumer oriented facilities services like
 Express counters,
 Free wheat grinding,
 Live bakery,
 Consumer friendly return policies,
 Alteration facilities and trial rooms.

2. Recent Highlights
• Upcoming store in Pune – expected in August 2016.
• Tesco Picks up 50% stake for 85 Million Pounds to form
equal joint venture with Tata’s Trent retail arm.
• TATA ends 6 year agreement with Xander group which
funded its Star Bazaar store openings in major malls.
• Tata to now focus on opening small to mid size stores
(1000 to 25000 sq.ft) under Star Bazaar chain.
• Tata feels consumers buy retails products from within 5
kilometers of their home, thus small to mid sized stores but
larger number of outlets in each city is the way to grow in
future.

3. STAR BAZAAR SURAT
• Opened in January 2012.
• Located in Imperial Mall, Adajan
• 67000 sq.ft of area, one of the largest of all outlets.
• Laid extensively on to first two floors of the mall.
• Home delivery within 3-5 kilometers.
• Store Manager – Amit Kamble.

4. Product categories
STAR BAZAAR (SURAT)
Fresh
Fruits and
Vegetables
Bakery
Non Veg
Food &
Grocery
Staples
Packaged
food
Beverages
Dairy
Frozen
Personal and
Home Care
Cleaning
aids
Health &
Beauty
Home and
Kitchen
Kitchenware
Electronics
Home Décor
Luggage
Toys
Stationery
Fashion and
Accessories
Mens’ Wear
Women’s
Wear
Kids Wear
Accessories
Footwear

5. Age Group Targeted
• No specific age group, people who are capable of choosing and
purchasing their product can buy.
• Store manager quotes - “All products are not for everyone, but
there is some product for every consumer”
• Club cards are offered only to people above 18 and have an
Indian residence.