buying behaviour of big bazar profit club card
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How comsumer behave when they hear about this scheam.TRANSCRIPT
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SUMMER TRAINING PROJECT REPORT ON
Is se sasta aur accha kahin nahi !
BUYING BEHAVIOUR OF BBPC COUSTOMER
Submitted in Partial Fulfillment of the Requirements of
INTERNATIONAL SCHOOL OF BUSINESS & MEDIA
For the Award ofP.G.D.M
Submitted By:-ANKESH ANAND
Roll No: 13022
EXTERNAL GUIDE: INTERNALGUIDE:
Mr.RAJU GAIKWAD Prof.JAYSING BHOSALE
INTERNATIONAL SCHOOL OF BUSINESS & MEDIASurvey No. 44/1, 44 1/2,
Nande Village, Taluka Mulshi,Pune - 411 042
2012-2014
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DECLARATION
I hereby declare that the information presented here is
true to the best of my knowledge. Also, the report has not been published any where else.
ANKESH ANAND
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PREFACE
PREFACE
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PGDM is the one of the most reputed professional coures in the field of Retail Management.It include theory as well as its practical application.Summer Training is an integral part of PGDM-marketing programme, for sucessful completion of this programme require two months summer training in retail organisation.So after completion of second semester each student at International School of Business & Media,Pune need to under go two months training in an organisation.
This training serves the purposes of acquainting the student with environment of an organisation in which student have to work hard in future .Only theoretical knowledge is not enough but its practical application is also required to be learned.
I was fortunate enough to have an opportunity of doing summer training at BIG BAZAAR,KOTHRUD. Every trainee was required to prepare a report of his working in the organisation. I was assigned a project on“ BUYING BEHAVIOUR OF BIG BAZAAR PROFIT CLUB CARD CUSTOMER.”
In this report,all the important findings of the project are included ,over and above an overall profile of the company(FUTURE GROUP) is also given.It is hoped that this report will make the readers familiar with the store and also give the idea about the product and services offered by the company.
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ACKNOWLEDGEMENT
Acknowledgement
The project of this magnitude would not have been completed singly. Firstly I want to give my hearty thanks to all mighty who made the world
and me also.
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There are many other people without whom the completion of the project would not have been possible. Some have contributed towards this
directly while other have provided indirectly.
It gives me immense pleasure to thank
Mr.Summit Ranjan.(Store Manager) and Mr. Siddhart Meherkar (HR) for providing me summer training in his reputed organization and giving me a chance to have the experience of actual retail operations.
I am indebted to
Mr.Raju Gaikwad (Department Manager)of BIG BAZAAR for his guidance and cooperation in completing this project.
Last but not the least I would like to convey my heartiest gratitude to all Members of BIG BAZAAR who helped a lot during my summer
training.
ANKESH ANAND
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TABLE OF CONTENTS
TABLE OF CONTENTS S.NO. Contents
Page no
1 COMPANY PROFILE 9-25
2 Group vision, mission and values 26-27
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3 Organization Structure 28-29
4 Management style 30
5 Strategy 30
6 Department and Products 31-32
7 Introduction 33-40
8 Research Objective 41-42
9 Research methodology 43
10 Analysis and Interpretation 44-61
11 Findings 62-63
12 Recommendations 64-65
13 Limitations 66-67
14 Bibliography 68-69
15 Annexure 70-72
16 Location 73-74
17 Competitors 75
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COMPANY PROFILE
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INDUSTRY PROFILE
Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place.
The inception of the retail industry dates back to times where retail stores were found in the
village fairs, Melas or in the weekly markets. These stores were highly unorganized. The
maturity of the retail sector took place with establishment of the retail stores in the locality for
convenience. With the government intervention the retail industry in India took a new shape.
Outlets for Public Distribution System, Co-operation stores and Khadi stores were set up. These
retail stores demanded low investments for its establishment.
India has become synonymous with retail boom. After seeing the monopoly of Indian retailers,
the market is all set to welcome retailers from Gulf countries who are making their way to invest
in the country.
RETAIL SPACE:
Retailers in India are the most aggressive in Asia in expanding their businesses, thus creating a
huge demand for real estate. Their preferred means of expansion is to increase the number of
outlets in a city, and also expand to other regions, revealed the Jones Lang LaSalle third annual
Retailer Sentiment Survey-Asia.
Driven by changing lifestyles, strong income growth and favorable demographic patterns, Indian
retail is expanding at a rapid pace. The country may have 410 new shopping centers by 2012.
Mall space, from a meager one million square feet in 2002, is expected to touch million square
feet by end of 40 square feet by end of 2007 and an estimated 60 million square feet by end of
2008.
FOOD RETAIL:
Food dominates the shopping basket in India. The US $6.1 billion Indian foods industry, which
forms 44 percent of the entire FMCG sales, is growing at 9 percent and has set the growth
agenda for modern trade formats. The prospect for growth of the branded segment is huge, as
nearly 60 percent of average Indian grocery basket still comprises non-branded items. Of the 12
million retail outlets (which is the largest in the world), over a 5 million sell food related
products. Some of large players in this market are Kishore Biyani’s Food Bazaar, Mukesh
Ambani’s Reliance Fresh, Godrej Agrovet, Aditya Birla Group’s More and the TATA Group
(which acquired 70 percent stake in Innovative foods from the Amalgam Group) among others.
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The Mobile Revolution:
The retail market for mobile phones-handset, accessories and airtime- is already an over US
$17.33 billion market growing at the year ended(and 600 million by 2011), Many players have
been chalking out aggressive plans:
Spice Group plans to invest US $123.8 million in the next 2 years in its telecom retail venture.
HotSpot Retail Essar Group plans to invest US $278.56-334.24 million over the next three years
in its telecom retail venture.
Hypermarket Chains like Subhiksha have started exclusive stores for mobile retail- Subhiksha
Mobile and Big Bazaar with Mobile Bazaar.
KIDS RETAIL:
1.When it comes to Indian children, retailers are busy bonding- and branding.
2.Monalisa, the Versace of kids, is coming to Indian.
3.Global lifestyle brand Nautia is bringing Nautica Kids.
4.International brand Zapp tied up with Raymond to foray into kids’ appearel.
5.Disney launched exclusive chains which stock character-based stationery.
6.Pantaloon’s joint venture with Gini & Jony will set-up a retail chain to market kids’
appearel.
7.Swiss kidswear brand Milou is collaborating with Tirupur-based Sreeja Hosieries.
8.Turner International India Pvt Ltd, with Launch Cartoon Network Townsville and Planet.
POGO- two theme parks designed around its channels- In the National Capital Region.
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RETAIL INDUSTRY IN INDIA
India has one of the largest numbers of retail outlets in the world. Of the 12 million retail
outlets present in the country, nearly 5 million sell food and related products. Thought the
market has been dominated by unorganized players, the entry of domestic and international
organised players is set to change the scenario.
Organized retail segment has been growing at a blistering pace, exceeding all previous
estimates. According to a study by Deloitte Haskins and Sells, organised retail has increased its
share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. The fastest growing
segments have been the wholesale cash and carry stores (150 per cent) followed by
supermarkets (100 per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised 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 of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income 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 industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.
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Shopping in India has witnessed a revolution with the change in the consumer buying
behaviour and the whole format of shopping also altering. Industry of retail in India which has
become modern can be seen from the fact that there are multi- stored malls, huge shopping
centres, and sprawling complexes which offer food, shopping, and entertainment all under the
same roof.
India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city.
India retail industry is progressing well and for this to continue retailers as well as the Indian
government will have to make a combined effort. It is expected that India may have 600 new
retail outlet till 2010.
Retail space
Driven by changing lifestyles, strong income growth and favourable demographic patterns,
Indian retail is expanding at a rapid pace. Mall space, from a meagre one million square feet in
2002, is expected to touch 40 million square feet by end-2007 and an estimated 60 million
square feet by end-2008, says Jones Lang LaSalle's third annual Retailer Sentiment Survey-
Asia.
Alongside, Indian cities are witnessing a paradigm shift from traditional forms of retailing into
a modern organized sector. A report by Images Retail estimates the number of operational
malls to more than double to over 412 with 205 million square feet by 2010 and further 715
malls by 2015, on the back of major retail developments even in tier II and tier III cities in
India.
Challenges facing the Indian Organized Retail sector
The challenges facing the Indian organized retail sector are various and these are stopping the
Indian retail industry from reaching its full potential. The behaviour pattern of the Indian
consumer has undergone a major change. This has happened for the Indian consumer is earning
more now, western influences, women working force is increasing, desire for luxury items and
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better quality. He now wants to eat, shop, and get entertained under the same roof. All these
have lead the Indian organized retail sector to give more in order to satisfy the Indian customer.
The biggest challenge facing the Indian organized retail sector is the lack of retail space. With
real estate prices escalating due to increase in demand from the Indian organized retail sector,
it is posing a challenge to its growth. With Indian retailers having to shell out more for retail
space it is effecting there overall profitability in retail.
Trained manpower shortage is a challenge facing the organized retail sector in India. The
Indian retailers have difficultly in finding trained person and also have to pay more in order to
retain them. This again brings down the Indian retailers profit levels.
The Indian government have allowed 51% foreign direct investment (FDI) in the India retail
sector to one brand shops only. This has made the entry of global retail giants to organized retail
sector in India difficult. This is a challenge being faced by the Indian organized retail sector. But
the global retail giants like Tesco, Wal-Mart, and Metro AG are entering the organized retail
sector in India indirectly through franchisee agreement and cash and carry wholesale trading.
Many Indian companies are also entering the Indian organized retail sector like Reliance
Industries Limited, Pantaloons, and Bharti Telecoms. But they are facing stiff competition from
these global retail giants. As a result discounting is becoming an accepted practice
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COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats
in both the value and lifestyle segment of the Indian consumer market. Headquartered in
Mumbai (Bombay), the company operates over 10 million square feet of retail space, has over
1000 stores across 61 cities in India and employs over 30,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality
and Central, a chain of seamless destination malls. Some of its other formats include, Depot,
Shoe Factory, Brand Factory, Blue Sky, Fashion Station, aLL, Top 10, mBazaar and Star and
Sitara. 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, Collection i, selling home furniture products and E-Zone focused on catering to the
consumer electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-
based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at
the World Retail Congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business group catering to the
entire Indian consumption space. Pantaloon is not just an organization - it is an institution, a
centre of learning & development. We believe that knowledge is the only weapon at our
disposal and our quest for it is focused, systematic and unwavering.
At Pantaloon, we take pride in challenging conventions and thinking out of the box, in travelling
on the road less traveled. Our corporate doctrine ‘Rewrite Rules, Retain Values’ is derived from
this spirit.
Over the years, the company has accelerated growth through its ability to lead change. A
number of its pioneering concepts have now emerged as industry standards. For instance, the
company integrated backwards into garment manufacturing even as it expanded its retail
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presence at the front end, well before any other Indian retail company attempted this. It was the
first to introduce the concept of the retail departmental store for the entire family through
Pantaloons in 1997. The company was the first to launch a hypermarket in India with Big
Bazaar, a large discount store that it commissioned in Kolkata in October 2001. And the
company introduced the country to the Food Bazaar, a unique 'bazaar' within a hypermarket,
which was launched in July 2002 in Mumbai. Embracing our leadership value, the company
launched aLL in July 2005 in Mumbai, making us the first retailer in India to open a fashion
store for plus size men and women.
Today we are the fastest growing retail company in India. The number of stores is going to
increase many folds year on year along with the new formats coming up. The way we work is
distinctly "Pantaloon". Our courage to dream and to turn our dreams into reality – that change
people’s lives, is our biggest advantage. Pantaloon is an invitation to join a place where there
are no boundaries to what you can achieve. It means never having to stop asking questions; it
means never having to stop raising the bar. It is an opportunity to take risks, and it is this
passion that makes our dreams a reality.Come enter a world where we promise you good days
and bad days, but never a dull moment!
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Future Group
Future Group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The group’s
flagship company, Pantaloon Retail (India) Limited operates over 10 million square feet of retail
space, has over 1,000 stores and employs over 30,000 people. Future Group is present in 61
cities and 65 rural locations in India. Some of its leading retail formats include, Pantaloons, Big
Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail
format, futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India Indus League
Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. Future
Capital Holdings, the group’s financial arm, focuses on asset management and consumer credit.
It manages assets worth over $1 billion that are being invested in developing retail real estate and
consumer-related brands and hotels.
The group’s joint venture partners include Italian insurance major, Generali, French retailer
ETAM group, US-based stationary products retailer, Staples Inc and UK-based Lee Cooper and
India-based Talwalkar’s, Blue Foods and Liberty Shoes.Future Group’s vision is to, “deliver
Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner.”
The group considers ‘Indian-ness’ as a core value and its corporate credo is- Rewrite rules,
Retain values.
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Mr. Kishore Biyani
Managing Director (FUTURE GROUP)
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Major Milestones
1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand.
1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of May.
1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.
1995 John Miller – Formal shirt brand launched.
1997 Pantaloons – India’s family store launched in Kolkata.
2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched.
2002 Food Bazaar, the supermarket chain is launched.
2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first seamless mall is launched in Bangalore.
2005 Fashion Station - the popular fashion chain is launched
aLL – ‘a little larger’ - exclusive stores for plus-size individuals is launched
2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance and consumer credit.
Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation.
Group enters into joint venture agreements with ETAM Group and Generali.
Our culture
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At Pantaloon, Empowerment is what you acquire and Freedom at Work is what you get. We believe our most valuable assets are our People. Young in spirit, adventurous in action, with an average age of 27 years, our skilled & qualified professionals work in an environment where change is the only constant.
Powered by the desire to create path-breaking practices and held together by values, work in this people intensive industry is driven by softer issues. In our world, making a difference to Customers’ lives is a Passion and performance is the key that makes it possible. Out of the Box thinking has become a way of life at Pantaloon and living with the change, a habit.
Leadership is a value that is followed by one and all at Pantaloon. Leadership is the quality that motivates us to never stop learning, stretching to reach the next challenge, knowing that we will be rewarded along the way. In the quest of creating an Indian model of retailing, Pantaloon has taken initiatives to launch many retail formats that have come headed for serve as a benchmark in the industry. Believing in leadership has given us the optimism to change and be successful at it. We do not predict the future, but create it.
At Pantaloon you will get an opportunity to handle multiple responsibilities, and therein, the grooming to play a larger role in the future. Work is a unique mix of preserving our core Indian values and yet providing customers with a service, on par with international standards.
At Pantaloon you will work with some of the brightest people from different spheres of industry. We believe it’s a place where you can live your dreams and pursue a career that reflects your skills and passions.
New discoveries in retail In the financial year 2006-07, the company’s retail businesses discovered new categories across
formats, new sets of consumers and fresher and contemporary merchandise. We have been able
to offer more in the established businesses and gain favourable acceptance with new concepts. In
addition, concerted expansion plans saw retail space increase to over 5.2 million square feet at
the end of 2006-07. This expansion mode was characterized by a twopronged approach. By
dominating the cities the company was already present in and by bringing the benefits of modern
retail to towns and cities like Mangalore, Palakkad, Surat, Indore, Kanpur, Haldia, Agra,
Coimbatore, Jaipur and Panipat. The company has also undertaken significant private label
initiatives in food, in general merchandise and in the consumer durables and electronics
categories. Strategic alliances have also been forged with established domestic and international
brands. However, the most significant development was the internal realignment the company
undertook within each of its retail businesses. To embark on a more detailed approach towards
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value creation and increasing efficiency, the company reviewed its business operations and
adopted a more focused approach by creating an integrated support unit or Line of Business.
Augmenting the retail front-end team, Line of Business (LoB) units have been
created in the three most critical businesses – food, fashion and general merchandise. Formed
during the second half of 2006-07 these business units focus on introducing optimum operational
efficiencies. Thus, these units ensure that back - end measures are appropriately taken care of
and the right kind of merchandise reaches the stores in the best possible time, at the right price.
These teams focus on product consolidation and suitability, margin improvement, and vendor
rationalization, thereby ensuring that the sourcing benefits are made available to the front - end
team.The company’s efforts over the next couple of years would entail a combination of
expansion and process upgradation and implementation.
The emphasis will be on the next discoveries to be made in the retail space that will lead to
expansion. At the same time, there will be an increased focus on micro detailing aspects
including process, product and operational efficiencies thereby contributing positively to the
company’s bottom-line.
discovering fresh fashion
It was the first Pantaloons store in Kolkata that set off a chain of discoveries that have led us to
where we are today. Ten years later, we have launched our largest Pantaloons store in
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Kankurgachi in Kolkata. Spread across 85,000 square feet, the store is the first among a series of
large format stores that will be launched across the nation. After consolidating its Fresh Fashion
positioning, Pantaloons embarked on a major expansion during the year 2006-07. In 8 cities,11
Pantaloons stores were opened with 7 of them opening in the single month of March 2007. The
total count of Pantaloons stores as on 30th June 2007 stood at 31 with the total area under retail
close to 1 million square feet. In order to maintain the top of the mind association with fashion in
India, Pantaloons continued to be the title sponsor for the Femina Miss India 2007 pageant. In
addition, Bipasha Basu and Zayed Khan were roped in as brand ambassadors in the month of
August 2006. The success of this initiative was evident in the increased sales for the ‘Haldi
Gulal’ range as well as the ‘Svayam Utsav’ summer collection that were endorsed by Bipasha
and Zayed. The private label apparel share during the year was in excess of 70 percent. The year
also witnessed categories like Winter-wear and Ethnic Ladies-wear strengthening their presence
in the stores. The increasing success of the store brand is evident from the fact that the store’s
loyalty programme, Green Card, added 200,000 new members.
Pantaloons will see a significant expansion during the coming year with an increase of nearly
0.50 million square feet of retail space and an addition of about 15 stores. Pantaloons will look at
dominating cities where it has a first entrant advantage and will scale up sizeably with larger
stores, additional categories and retail formats. The year 2007-08 will witness considerable focus
in the North and East regions. Delhi and the NCR area along with Punjab, Chandigarh and
Ludhiana will see the next stage of expansion. Cities like Ranchi, Guwahati and Siliguri in the
East will also discover Fresh Fashion.
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discovering more value
In 2006-2007, more Indians discovered the value of shopping in Big Bazaar. And with the
launch of each store, we discovered more value in terms of operational efficiency. Big Baazaar
launched 27 new stores in 22 cities, covering over 1.40 million square feet. As of June 2007,
there were 56 Big Bazaar stores across 43 cities. While Big Bazaar continued to expand in the
large cities, it also tapped consumption potential in smaller cities like Agra, Allahabad,
Coimbatore, Surat, Panipat, Palakkad, Kanpur and olhapur.
The year under review also witnessed realigning of business teams with shared
experience in category management, sourcing, front-end operations and business planning. In
addition, separate teams have been formed to look into all aspects of new store launches and to
manage mature stores. This provides more flexibility and focus in expansion plans.
The increase in SKUs in existing categories and the introduction of new categories encouraged
the opening of larger stores or Super Centres, measuring 100,000 square feet or more. There are
now 5 Big Bazaar Super Centres. Considering this scale of expansion, technology plays a
significant facilitating role. The introduction of SAP in 2005-06 and its roll out during the year,
positively impacted the business.
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Big Bazaar has initiated the process of Auto Replenishments Systems, thus improving
operational efficiencies and productivity. The company has also rationalized nearly 250 vendors
through better vendor management in terms of potential to expand, and for inclusion and
upgradation to the online B2B platform. The company plans to open over 60 stores across India
in FY 2008, and the opening of the 100th Big Bazaar store will mark the fastestever expansion
by a hypermarket format.
discovering the new consumer
Based on the company’s in-house consumer data and research, and in cognizance with
observations on customer movements and the shopping convenience factor, Food Bazaar has
initiated certain refurbishments and layout design across all stores. The intention is to
continuously change with the times and demands of the evolving Indian consumer.
Food Bazaar also witnessed healthy expansion during the year 2006-07, making its presence felt
in nearly 26 cities and adding 40 stores during the year under review. The total count of Food
Bazaars as on 30th June 2007 stood at 86 stores. The year under review witnessed the company’s
private label programme gaining significant traction. The brands have been very competitive vis-
à-vis the established brands in quality and price terms, and have in fact scored better than
national or international players in certain categories.
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The share of private labels as a percentage of total Food Bazaar revenues has increased
significantly and comprise nearly 50 merchandise categories.
While Fresh & Pure brand entered categories like cheese slices, frozen peas, honey, packaged
drinking water and packaged tea, the Tasty Treat brand received a very favorable response in
new categories like namkeens and wafers. In the home care category, Caremate launched
aluminum foil and baby diapers while Cleanmate launched detergent bars and scrubbers.
A new format ‘BB Wholesale Club’ was launched and 4 such stores have been opened so
far. To be managed by Food Bazaar from the ensuing financial year, this format sells only multi-
packs and bulk packs of a select range of fast moving categories and caters to price sensitive
customers and smaller retailers.
The company has also forged tie-ups with established companies like ITC, Adanis, DCM Group,
USAID and other farm groups in Maharashtra and Madhya Pradesh to source directly from them.
These alliances are expected to drive efficiencies as well as bring better products to consumers.
By the end of FY 07-08, the total number of Food Bazaar stores is expected to be 200.
Future ideasDiscovering new opportunities
Future Ideas is the Innovation, Design & Incubation cell within Pantaloon Retail that stems from
the core proposition - ‘Protecting and preserving the soul of a small business or enterprise within
a large organisation.’ Future Ideas deals with the whole aspect of idea creation, scenario planning
activities, alternate approaches to an issue, providing varied outcomes and solutions to a problem
and handholding the activity till its success parameters are satisfied.
A unique initiative in corporate India, Future Ideas rests on a tripod that can
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be classified as Innovation driven, Design Management approach and an Incubation chamber,
each with its own uniqueness, yet with common objectives. The Design Management team looks
at each observation made by the Innovation team, and brainstorms by using a collaborative and
holistic approach. The resultant ideas are then nurtured within the Incubation cell. The
Incubation team comprises of business teams, mentored by the Innovation and Design teams.
They are people who are released from their original businesses or concepts and made part of the
entire ideation process at Future Ideas. They remain at Future Ideas till project completion stage
when the success parameters for running the business are met.
Future Ideas draws inspiration for most of its activities and projects, keeping in mind the new
genre of aspirational Indians. At any point of time Future Ideas would work on about 20 varied
projects within the Future Group.
Some of the formats that are now being incubated by this team include Top10, Depot, Star &
Sitara and Talwalkars’ Fit & Active. The team is also working on ideas around small format no-
frills stores, rural retailing, fashion for the masses and on projects involving women and self-help
groups.
Discovering new segments
Depot, in many cities, is the first modern retailer in books and music and the
response has been overwhelming. The core differentiators of Depot are its young, colorful and
vibrant stores, strong regional range, affordability and a private label publishing program - Depot
Exclusives. In its first year of operation, Depot has launched 6 stand-alone stores and 50 cut-ins.
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Along with its expansion in major cities, Depot debuted in smaller towns like Rajkot, Vadodara,
Haldia, Thrissur, Palakkad and Tiruvanantharam.
The Depot Exclusives (released solely inDepot) catalogue expanded rapidly with over 100 titles
across genres like children’s books, cookery, regional literature etc. Reputed authors/ imprints
like Nita Mehta and Sanjeev Kapoor in cookery, Disney in children’s books etc., have been
associated with the company. Depot has also tied-up with the UK based publisher of
children’s books, Small World, to co-publish a series of toddlers’ interactive books. In FY 2007-
08, the total Depot footprint should cross over 100 stores.
The Health, Beauty & Wellness business opened 35 new outlets in the beauty products, services
and holistic health care formats Multiple formats operate in this segment, including Tulsi, the
pharmacy chain and Star & Sitara, the beauty products cut-ins and Star & Sitara Salons. The
largest format, Beauty Free offers unique combination of products, services and holistic health
offerings.
To capture the increasing consumption spend on wellness and preventive health care, the joint
venture between Pantaloon Retail (I) Limited and Talwalkar Better Value Fitness opened its first
‘Talwalkars Fit & Active’ health centre at Orchid City Centre, Mumbai in April 2007. Spread
over 5,200 square feet, it is the country’s first health centre to offer health, fitness and gym
services within a modern retail and consumption environment.
The venture is also looking at innovative value added offerings in the fitness space as well as
developing a Spa model for the Fit & Active brand across the country, by increasing its presence
to nearly 50 such centers in the near future.
Human Resources
Discovering talent diversity
The company strongly believes that its sustainable competitive advantage lies in the values that it
cherishes, the culture that it imbibes and spirit of enterprise that resides within the organization.
Talent management therefore continues to be the core focus for the company. Considering the
multiple businesses and rapid expansion expected across the business, the company saw merit in
taking a fresh guard to the way in which business would run in order to meet the next leg of
expansions.
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During the year 2006-07, the company conducted an extensive review of in-house talent
management, which involved mapping every managerial position in the organization for their
skill sets, competence and attitudinal aspects as well as taking an inventory check of the existing
talent base and addressing their development needs. Development Centres were created with in-
house assessors, which further aided in identifying potential resources and helped chalk out post
assessment development plans.
Continuing with its policy of strategic alliances, the company is collaborating on joint degree
programs with 15 management schools, design institutes and institutes of higher learning in areas
like food business, supply chain management, design experience management etc. This ‘Seekho’
programme for external and internal candidates has ensured a steady stream of mid level, well
trained retail professionals every year.
The company’s ‘Gurukool’ programme provides the front-end employees an opportunity to
imbibe the company’s values and a sense of ownership to the company. The company has also
created an Employee Growth Trust Fund that was launched during the last financial year for the
senior management.
Equal Opportunity
The company believes that in order to build a sustainable business environment, the composition
of its talent base needs to reflect the diversity that exists in our country and among its customers.
Therefore the company ensures that the proportional representation of different communities in
the Indian population is mirrored in its employee profile. The majority of employees in the
company come from socially and economically marginalized sections of the society. Close to
46% of the employees in the organization are women and the average age within the
organization is 27 years.
The effectiveness of its talent management initiatives is reflected in the fact that the annual rate
of attrition is 8.12%, much below industry levels. The company plans to strengthen its employee
platform to about 30,000 people by FY 08, from nearly 18,000 people as on FY 07.
Human Resource Initiatives
29
Pantaloon Retail believes that one of its sustainable competitive advantages will continue to be
the people who are part of the organization. Being in service industry, the Company places a lot
of focus is placed on attracting, training, incentivising and retaining talent. The vision is "To
provide an environment that creates happy people who have a meaningful life and add value to
business and society." With over 18000 employees at an average age of 27 years, the Company
prides itself on being a young and energetic organization, driven through the 'The Pantaloon
People Management System'. This is
built on 5 pillars of people based growth, namely - Culture Building, Performance Management
through Balanced Scorecard, People Processes, Management Processes and Leadership
Brilliance. Training A competent Learning & Development Team is responsible for training
employees at all the levels across the countr y, focusing on primary and secondary research into
various aspects of retail and assessment of training needs across Knowledge, Skills & Attitude
areas. The emphasis is on creating product and process knowledge through well defined
programs like Praarambh and Parikrama. For the critical front line staff, the Company's
unique outbound residential training program Gurukool focuses on integrating the mind, body
and soul and brings about measurable attitudinal and behavioral changes.
The program has covered nearly 4,500 employees. The SMILE initiative for training of new
Store Manager's has been created and disseminated to over 100 store managers by this team
Future Group Manifesto “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners.
Our customers will not just get what they need, but also get them where, how and when they
30
need.
We will not just post satisfactory results, we will write success stories.
We will not just operate efficiently in the Indian economy, we will evolve it.
We will not just spot trends, we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing.
Rewrite Rules. Retain Values.
31
Group Vision Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
Group Mission
• We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
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.
Core Values
Indianness:
Confidence in ourselves.
Leadership:
To be a leader, both in thought and business.
Respect & Humility:
To respect every individual and be humble in our conduct.
Introspection:
Leading to purposeful thinking.
Openness:
To be open and receptive to new ideas, knowledge and information.
32
Valuing and Nurturing Relationships:
To build long term relationships.
Simplicity & Positivity:
Simplicity and positivity in our thought, business and action.
Adaptability:
To be flexible and adaptable, to meet challenges.
Flow:
To respect and understand the universal laws of nature.
33
About Big Bazaar’s Profit Club
The Big Bazaar Profit Club launched by Future Group already has 20,000 customers. Under this
scheme, a customer has to pay Rs 10,000 upfront, after which he can shop for Rs 1,000 a month
for 12 months. In other words, he gets a shopping bonus of 20 %. Had the customer put the
money in a fixed deposit with a bank, his earnings wouldn't have been more than 9 %. Schemes
like this have traditionally been popular amongst independent jewelers - Customers pay 12
installments and the jeweler chips in with the 13th. This is the first time that a mainstream
retailer is trying it out and on such a large scale.
Strengths of the scheme:
• The scheme will improve the company's sales for the next three or four quarters as it will lock
in customers for the next 12 months. Over 20,000 customers have already signed up for the
scheme, meaning Rs 20 crore is already banked with the company.
• Once a customer comes in they are likely to buy for more than the free coupon amount. In the
pilot scheme the average ticket size of a Big Bazaar Profit Club member was reported to be Rs
2,300 per visit, which was almost double the ticket size of a normal shopper.
• The accrued funds will reduce working capital requirements and consequent interest outflow.
• The increase in sale volumes will give the retailer better bargaining power with the suppliers.
• It will reduce promotional/ advertising expenses since the customer who buys into the scheme
is then locked in for a year.
34
Concerns regarding the scheme
• The scheme will further reduce margins of the company which is already in the red. It had
reported a loss of Rs 20.41 crore on a turnover of Rs 1,285.54 crore for the quarter ended
December 31, 2012.
• The cost of managing so many accounts is high. The administrative costs are expected to be 1-2
% of sales.
Benefits of Bazaar’s Profit Club
35
Decoding Big Bazaar’s Profit Club
Joining fee : INR 100 (I am assuming this is one time payment)
Upfront payment : INR 10000
Max Monthly shopping allowed per month on this card : INR 1000 => Implies that one would
need to shop every month for atleast 1000 for next one year to get full advantage of this scheme.
Let us now bring in the concept of Time Value of Money (TVM) concept and see the scheme is
really worth it. First let us understand the concept of time value of money – TVM simply means
that 10000 today is not same as 10000 a year from now. Say, if you had 10000 in your hands
now and if you placed in a FD for a year and bank gave you 10% rate of interest per annum, then
you will have 11000 with you from now. What this simple exam does is to illustrate that 10000
in hand today is worth 11000 if invested, ofcourse we took simple numbers to illustrate the point,
but I guess everybody would have got the message.
1. All over india
2. Refundable
3. Carry forward
4. Free gifts and coupons
5. Billing priority
6. Per month 1,000 rs. Use
7. 20% ROI
36
Now, if we apply the same TVM concept to Big Bazaar, the purported saving comes down. For
our illustration, let us assume that there is a monthly interest rate of 1%(we don’t want to take
interest rate of credit card companies for calculation, they usually charge you 3%+ per month, a
grand steal I would say) the current value of 12000 worth of goods come to 11255. If you will
like to explore this on your own, do experiment with NPV formula in excel spreadsheet.
Okay, so we have got down the benefits to 11255. Is there any thing else to add, ofcourse the
parking charges and traveling. Let us consider parking charges only for now. They charge INR
10 for two wheeler and INR 30 for four wheelers. These charges vary with the city and the
location, for our calculations let us take INR 20 as a parking charge every month, this will
whittle down the total benefits to ~11000 on a expense of 10000. So, roughly a 10% benefit. You
should also consider that there are forcing you to shop every month to get the benefit of INR
1000 spread over a year. Whether this is worth it is a call is your call..
Now let us shift gears and try to see what does it have it in for Big Bazaar. Here are the two
things I can think of - First is Working Capital Management (WCM). For layman, Working
Capital is the money companies need to run their day to day operations. Much of it is in form of
credit the companies receive from its suppliers and some of it is in form of bank loans. The
companies which run their businesses really well are those who work on negative working
capital, funding their day to day running from suppliers, buyers etc. Big Bazaar seem to be going
that way by taking advances from its buyers to fund its business. Second big reason is that they
are binding the card holders to shop with them for next one year, a kind of forced customer
loyalty which may pay rich dividends.
My thoughts on the profit card scheme – It is not a groundbreaking profit scheme for consumer
but seeks to bind consumers into shopping with big bazaar for next one year. Not sure if it will
really take off – need to wait and watch.
Month No.fo Growth Custom Conve
37
Cards ers
Entry
rsion
RateFeb. 68 88025 0.0007
7March 75 10.25 111345 0.0006
7April 109 45.33 95422 0.0011
4May 98 -10.09 137158 0.0007
1
38
ORAGANATION STRUTURE
39
STORE MANAGER
ASSISTANTSTORE MANAGER
DEPARTMENTMANAGER
ASSISTANTDEPARTMENT
MANAGER
TEAMLEADER
SALES PERSONSOr
PROMOTERS
ORAGANATION STRUTURE
40
MANAGEMENT STYLEThe organization structure for Big bazaar is flat in nature. For Big bazaar, the divisions are
apparel, non apparel and the new business division, which includes gold, footwear and the shop-
in-shops. For Food Bazaar, a separate teem has been created which again works independently.
About 1,800 people work for Big bazaar directly. Support and ancillary services comprise
another 400 people. A new trainee is put through a basic three day training program before going
on the shop floor. Evaluation is done every six months.
THE STRATEGYSaving is key to the Indian middle class consumer. The store, which would be created, had to
offer value to the consumer. Keeping this in mind, the concept of Big bazaar was created.
In India, when a customer needs some thing for the home, a typical thought is to seek it from the
bazaar. A bazaar is a place where a complete range of products is always available to the
consumer. This is true across India. As the store would offer a large mix of products at a
discounted price, the name Big bazaar was finalized. The idea was to re-create a complete
bazaar, with a large product offering (at times modified to suit local needs) and to offer a good
depth and width in terms of range. The mind to market for the first store was just six months.
Price was the basic value proposition at Big bazaar. The Big bazaar outlets sold a variety of
products at prices, which were 5 to 60 percent lower than the market price. The line
“Isse sasta aur achha kahin nahin” emphaised this.
41
LINE OF BUSINESSLine of Business Sub Department Under the Brand BB-Fashion BF-Children’s BIG BAZAAR
BF-Kids Acc BIG BAZAARBF-Ladies BIG BAZAARBF-Ladies Acc BIG BAZAARBF-Men’s BIG BAZAARBF-Men’s Acc BIG BAZAAR
BB-GM-Fashion Fashion Accessories BIG BAZAARFootwear BIG BAZAARGF-Luggage BIG BAZAARGF-New Business BIG BAZAARGF-Sport Goods BIG BAZAARGF-Toys BIG BAZAAR
BB-GM-Home ware GH-Home décor BIG BAZAARGH-Household crockery BIG BAZAARGH-Household Plastic BIG BAZAARGH-Household utensil BIG BAZAAR
Beauty & health SS-Personal Grooming BIG BAZAAROne Mobile(communication) CM-Accessories ONE MOBILE
CM-Carriers ONE MOBILECM-Hardware ONE MOBILE
cure &care CC-Non Prescription SISCC-Prescription SIS
Depot DP-Book DEPOTDP-Multimedia DEPOTDP-Stationery DEPOT
Electronics EE-Cd&e Accessories HOME BAZAAREE-Computer &Acces HOME BAZAAREE-Consumer Durable HOME BAZAAREE-Electronics HOME BAZAAREE-Personal Electro HOME BAZAAR
Food Bazaar FB-Chef Zone FOOD BAZAARFB-Chill Station FOOD BAZAARFB-Fabricleen FOOD BAZAARFB-Fruits & Vegetable SISFB-Golden Harvest FOOD BAZAARFB-Head to toe FOOD BAZAARFB-Hungry kya FOOD BAZAAR
42
FB-Spic N Span FOOD BAZAARFurniture FR-Furniture HOME BAZAARHome Fashion Home Fashion HOME BAZAARHome Improvement HI-Carpentry HOME BAZAAR
HI-Electricals HOME BAZAARHI-Improvement HOME BAZAAR
Lootmart Ladies BIG BAZAARMens BIG BAZAARMens Accessories BIG BAZAAR
Navras NR-Precious Jeweelle Navras
SISBB SIS Fashion Accessories SIS
43
INTRODUCTION
A retailer or retail store is any business enterprise whose sales volume comes primarily from
retailing. Retail organizations exhibit great variety and new forms keep emerging. There are
store retailers, non store retailers, and retail organizations. Consumers today can shop for goods
and services in a wide variety of stores. The best-known type of retailer is the department store.
Japanese department stores such as Takashimaya and Mitsukoshi attract millions of shoppers
each year. These stores feature art galleries, cooking classes, and children’s playgrounds.
A retailer is at the end of the distributive channel. He provides goods and service to the
ultimate consumers. This he does through his small organization, with the help of a few
personnel. In an individual retail store there is not much scope for organization except in the
sense that the shopkeeper has to organize apportions his time and resources. The need for
organization becomes essential as soon as he hires people o enters into partnership or takes the
help of members of his family in running his store. A retailer deals in an assortment of goods to
cater to the needs of consumers. His objective is to make maximum profit out of his enterprise.
With that end
in view he has to pursue a policy to achieve his objective. This policy is called retailing
mix. A retailing mix is the package of goods and services that store offers to the customers for
sale. It is the combination of all efforts planned by the retailer and embodies the adjustment of
the retail store to the market environment. Retailing mix, a communication mix and a distribution
mix. The maximum satisfaction to the customers is achieved by a proper blend of all three.
44
The success of the retail stores, therefore, depends on customers’ reaction to the retailing
mix which influences the profits of the store, its volume of turnover, its share of the market, its
image and status and finally its survival.
RETAIL
Retailing is the set of business activities that adds value to the products and services sold to the
consumer for their personal or family use.
a "retailer" buys goods or products in large quantities from manufacturers or importers, either
directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of the supply chain.
Manufacturing marketers see the process of retailing as a necessary part of their overall
distribution strategy. The term "retailer" is also applied where a service provider services the
needs of a large number of individuals, such as a public utility, like electric power.
45
• Retailing is an important institution in our society,
• Retailing provides considerable value to consumers while giving people opportunities for rewarding and challenging careers.
• Retail formats and companies are now major factors in the industry.
• The key to successful retailing is offering the right product, at the right price, in the right place, at the right time, and making a profit.
• Retailers must understand what customers want and what competitors are offering now and in the future.
The World of Organized Retailing
• Retailers are using sophisticated communications and information systems to manage
their business. The use of new technologies helps retailers reduce their operations costs,
while better serving their customers.
• To compete against non-store retailers, stores are now becoming more than just places to
buy products. They are offering entertaining and educational experiences for their
customers.
• In this dynamic environment, entrepreneurs are launching new companies and concepts
and becoming industry leaders, while traditional firms have had to rethink their
business.
• Retail managers today must make complex decisions on selecting target markets and
retail locations, determining what merchandise and services to offer, negotiating with
supplier and distributing merchandise to stores, training and motivating sales associates,
and deciding how to price, promote and present merchandise.
46
RETAIL MIX .
The retail mix is the combination of factors retail used to satisfied customer needs and influences
their purchase decision. Its include the type of merchandise and services offered, merchandise
pricing, advertising, promotional programs store design merchandise display, assistance to
customer provided by salespeople, and convenience of the store’s location.
Retail mix is the term used to describe the various elements and methods required to
formulate and execute retail marketing strategy.
Retail managers must determine the optimum mix of retailing activities and co-ordinate
the elements of the mix.
The aim of such coordination is for each store to have a distinct retail image in
consumers’ mind.
The mix may vary greatly according to the type of the retailer is in, and the type of
product/services.
While many elements may make up a firm’s retail mix, the essential elements may include:
Store location,
merchandise assortments
Store ambience,
customer service,
price,
Communication with customer
47
Personal selling
Store image
Store design
Sales incentives
People
Process
Physical evidence
Composition of retail mix
Place
Product
Price
Promotion
People
Process Physical Environment
Key element
1)Place (store location) 2)Product (merchandise)
Target market Product development
Channel structure Product management
Channel management Product features and benefits
48
Retailer image Branding
Retail logistics Packaging
Retail distribution
3)Price 4)Promotion
Costs Developing promotional mixes
Profitability Advertising management
Value for money Sales promotion
Competitiveness Sales management
Incentives Public relations
Quality Direct marketing
Status
After-sales services
5)People element 6)Process element
Staff capability Order processing
Efficiency Database management
Availability Service delivery
Effectiveness Queuing system
Customer interaction Standardisation
Internal marketing
49
Retail mix planning
Retail mix plan consists of:
Setting objectives
Systematic way of identifying a range of options.
Formulation of plans for achieving goals
Logical sequence of retailing activities.
Importance of Retail mix planning
Hostile and complex retail environment
External and internal retail organisation factors interact
– Maximising revenue
– Maximising profit
– Maximising return on investment
– Minimising costs
Each element has conflicting needs
All these variables interact
All these variables result in optimum compromise.
50
Approaches to planning
Top down approach
Retail management sets goals and plans for all levels of management.
Bottom up approach
Various units prepare own goals and plans sent up for approval.
It is the effective blending of all the elements of retail mix activities within the retail
organization that determines the success of retail management. Discuss this statement and
explain with retail examples how the elements of retail mix could be blended to ensure the
success of retail operation.
51
OBJECTIVE
OBJECTIVE
PRIMARY OBJECTIVE :
52
To study the BUYING BEHAVIOUR OF BBPC COUSTOMER .
SECONDARY OBJECTIVES :
1. To identify the performance of store operations.
2. To understand the quality of services maintained in the store.
3. To determine the performance of sales persons in the store.
4. To understand the availability of products in the store.
5. To identify the effectiveness of atmospherics in the store.
SEARCH METHODOLOGY
• Type of research
53
Descriptive
• Type of data
Primary data
• Data collection method
Data is collected through structured questionnaire.
• Sampling
Convenient sampling
• Sample size
100
• Data analysis technique
Quantitative
• Data analysis tool
Bar charts, pie charts.
54
ANALYSIS AND INTERPRETATION
ANALYSIS AND INTERPRETATION
Q1. In a month how many times you visit big bazaar?
55
a) Once 7
b) Twice 23
c) Thrice 8
d) More than thrice 25
e) As per requirement 37
Once
Twice
Thric
e
More t
han t
hrice
As pe
r req
uirem
ent
7
23
8
25
37
In a month how many times you visit big bazaar?
Series 1
INTERPRETATION:
Out of 100 respondent, 37% people visit the store when they have some requirement and 25% are visited more than thrice, 23% visited two times in month and 7% & 8% people visited one and three times in a month respectively. Most of them regularly visit big bazaar.
Maximum number of people visited store frequently.
Q2. Your shopping experience in big bazaar is always!
56
a) outstanding 1
b) Excellent 21
c) Good 43
d) Average 32
e) Bad 3
outstanding Excellent Good Average Bad
1
21
43
32
3
Your shopping experience in big bazaar is always!
Series 1
INTERPRETATION:
Out of 100 respondent, 43% people has good shopping experience in big bazaar,32% has average and 21% people has excellent. But 1% has outstanding shopping experience and 3% has bad shopping experience.
Maximum numbers of people has a better experience of shopping in big
bazaar.
Q3. Brands and products availability in big bazaar is !
57
a) outstanding 3
b) Excellent 28
c) Good 44
d) Average 22
e) Bad 3
Outstanding Excellent Good Average Bad
3
28
44
22
3
Brands and products availability in big bazaar is !
Series 1
INTERPRETATION:
Out of 100 respondents, Over all 31% customer are satisfied by the availability of brand and products in big bazaar,66% customer product availability is average rest said it is bad.
Some people think there is no good brands and products availability in big bazaar. Especially in apparels.
58
Q4. Ambience & atmosphere inside the store is !
a) outstanding 5
b) Excellent 27
c) Good 41
d) Average 21
e) Bad 6
outstanding Excellent Good Average Bad
5
27
41
21
6
Ambience & atmosphere inside the store is !
Series 1
INTERPRETATION:
Out of 100 respondents, Ambience & atmosphere inside the store is good feel by 41% customers, 27% feel it is excellent and only 3% feel outstanding. But 27% customers are not satisfied by the ambience & atmosphere inside the store of big bazaar. Due to much noisy and unpleasant environment some of the customer irritates. Atmosphere is really good.
59
Q5. Discounts and offers served in big bazaar is !
a) outstanding 7
b) Excellent 32
c) Good 36
d) Average 23
e) Bad 2
outstanding Excellent Good Average Bad
7
3236
23
2
Discounts and offers served in big bazaar is !
Series 1
INTERPRETATION:
Out of 100 respondents, Discounts and offers served in big bazaar is good said by 36% customers, 32% feel it is excellent and only 7% feel outstanding. But 25% customers are not satisfied by Discounts and offers served in the big bazaar.1.Maximum Customers are satisfied by Discounts and offers served in the big bazaar. 2.Discounts and offers served in the big bazaar are excellent.(Especially in Big day)
60
Q6.How much do you spend in each shopping trip?
a) Below 1000 7
b) 1000-2000 19
c) 2000-4000 38
d) 4000-8000 28
e) Above 8000 8
Below 1000
7%1000-2000
19%
2000-400038%
4000-800028%
Above 80008%
How much do you spend in each shopping trip?
INTERPRETATION:
Out of 100 respondents, Maximum number of respondent i.e. 38% is spend between 2000-4000 and only 8% spend above 8000. 66% buyer can become potentials customer for BBPC card.Mean buyer who spend 2000-4000 & 4000-8000.
Q7. Location of big bazaar in your city is !
61
a) outstanding 29
b) Excellent 32
c) Good 22
d) Average 13
e) Bad 4
outstanding Excellent Good Average Bad0
5
10
15
20
25
30
35
Location of big bazaar in your city is !
Series 1
INTERPRETATION:
Out of 100 respondents, 61% is highly satisfied with location of big bazaar in city, 22% is satisfied and only 17% is not satisfied.
Location of big bazaar is outstanding. It is situated central business district (CBD).
Q8. Product display and signage in the store is !
62
a) outstanding 8
b) Excellent 36
c) Good 40
d) Average 14
e) Bad 2
outstanding Excellent Good Average Bad0
5
10
15
20
25
30
35
40
Product display and signage in the store is !
Series 1
INTERPRETATION:
Product display and signage in the store is highly satisfactory according to 44% of the respondent, satisfactory according 40% of the respondent rest 16% are not satisfied with it.
Customers are satisfied with Product display and signage in the store.
Q9. You have heard about BBPC card from?
63
a) Friends 3
b) T.V/Media 29
c) POP 39
d) Newspaper 25
e) Not yet 4
Friends
3%T.V/Media
29%
POP39%
Newspaper25%
Not yet4%
You have heard about BBPC card from?
INTERPRETATION:
Out of 100 respondent, 39% people has seen BBPC Ads. Through POPS, 25% has seen BBPC Ads.on newspaper 29% people has seen ads.on television. But 3% people came to know about this from their friends and 4% persons dnt know about this.
More ads.to be displayed for this 4% people.
64
Outstand-ing
Excellent Good Average Bad05
101520253035404550
How do you feel about sales persons and promoters?
Series 1
INTERPRETATION:
74% of the respondents are satisfied by the sales persons and promoters in the store rest 26% respondents are not satisfied by the sales persons and promoters in the store.
Sales persons and promoters behave well with customer.
Q10. How do you feel about sales persons and promoters?
a) Outstanding 4
b) Excellent 21
c) Good 49
d) Average 23
e) Bad 3
65
Q11.The parking facility in bag bazaar is!
a) outstanding 17
b) Excellent 29
c) Good 32
d) Average 17
e) Bad 5
outstanding Excellent Good Average Bad0
5
10
15
20
25
30
35
The parking facility in bag bazaar is!
Series 1
INTERPRETATION:
78% of the respondents are satisfied by the parking facility in bag bazaar, rest 22% respondents are not satisfied by the parking facility in bag bazaar.
Maximum customer satisfied with the parking facility in bag bazaar.
66
Q12. The quality of the product served by big bazaar is!
a) outstanding 3
b) Excellent 19
c) Good 47
d) Average 26
e) Bad 5
outstanding Excellent Good Average Bad0
5
10
15
20
25
30
35
40
45
50
The quality of the product served by big bazaar is!
Series 1
INTERPRETATION:
21% of the respondents are highly satisfied with the quality of the products at big bazaar, rest 74% are said the quality of the products in big bazaar is averaged, only 5% said its not good.
Maximum number of people is not satisfied with quality of the product.
67
Q13. The cleanliness and hygiene maintained in the store is !
a) outstanding 13
b) Excellent 41
c) Good 28
d) Average 13
e) Bad 5
outstanding Excellent Good Average Bad0
5
10
15
20
25
30
35
40
45
The cleanliness and hygiene maintained in the store is !
Series 1
INTERPRETATION:
According to maximum number of respondent i.e. 82% feels that cleanliness and hygiene maintained in the store is up to the mark rest 18% feel it is not up to the mark.
Cleanliness and hygiene maintained in the store is up to the mark.
Q14. Are you satisfied with the billing facility at the store?
68
a) YES 72
b) NO 28
YES72%
NO28%
Are you satisfied with the billing facil-ity at the store?
INTERPRETATION:
72% of the respondents are satisfied by the billing facility in the store, rest 28 % are not satisfied.
Some customer are not satisfied by billing facility(Especially in offer day and rush hours ).
Q15. Do you prefer membership card of bigbazar instead
69
of any other competitors?
a) YES 26
b) NO 74
YES26%
NO74%
Do you prefer membership card of bigbazar instead of any other
competitors?
INTERPRETATION:
According to 74% of the respondents they have not heard about this type of scheme anywhere else only 26% have heard like D-mart,Clie etc.
70
Q16. Do you feel that shopping in big bazaar has made you a more knowledgeable conscious and aware customer?
a) YES 63
b) NO 37
63
37
YESNO
INTERPRETATION:
According to 63% of the respondents they feel that shopping in big bazaar has made more knowledgeable conscious and aware customer, and 37% they are already knowledgeable conscious and aware customer.
“Big bazaar has made customer a more knowledgeable conscious and aware customer”
71
Q17.Do you feel that big bazaar profit club card provide you value for money?
a) YES 85
b) NO 15
85%
15%
Do you feel that big bazaar profit club card provide you value for money?
Yes No
INTERPRETATION:
Out of 100 respondent, 85% of the respondents feel that big bazaar profit club card provide you value for money, 15% feel not.
“discovering more value” The above statement is true spotted by the above data.
.
Q18. Please give ranking from 1 to 5
72
(1 = less satisfied : 5 = highly satisfied )
Sr. no. features ranking
1. All over india 11
2 Refundable 8
3 Carry forward 13
4 Free gifts and coupons 6
5 Billing priority 17
6 Per month 1,000 rs. Use 2
7 20% ROI 43
All over india11%
Refundable8%
Carry forward13%
Free gifts and coupons
6%Billing priority
17%Per month 1,000 rs. Use
2%
20% ROI43%
Please give ranking from 1 to 5
43 % giving priority to 20% R.O.I,and 17% giving weightage to billing priority.
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FINDINGS
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FINDINGS
Store performing well in attracting the customers.
Big bazaar provides better shopping experience.
Brands and products availability in big bazaar is not up to the mark. Especially in
apparels.
Noisy and unpleasant environment is irritates customer. Air conditioning is really bad.
Discounts and offers doing well in the store.
In offer days the store management is good.
Product display and signage is good.
Quality in products is not up to the mark.
Location of big bazaar is outstanding. It is situated central business district (CBD)
Parking facility in big bazaar is good.
Cleanliness and hygiene maintained in the store is up to the mark
Amount of BBPC card should be decrease for more customers
More awareness should be generated regarding this BBPC card.
“discovering more value”
The above statement is true spotted by the above data.
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RECOMMENDATIONS
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RECOMMENDATIONS
Create awareness & manage home delivery services properly.
There should be proper assortment of various product categories.
Proper signage should be there so that customer can locate the products easily.
Cleanliness and hygiene should be maintained regularly.
Proper training should be provided to sales person so that they can deal with the customer
efficiently.
Various schemes and offers can be provided to them and attract new customers (Use pull
strategy).
No. of cash counter needs to be increased keeping in view customer traffic intensity.
Quality in products should be increased up to mark.
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LIMITATION
Limitations of the study
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1. Time limit is the major constraint.
2. Some respondents refuse to co-operate.
3. Some respondents replied half heartedly.
4. Some respondents gave incomplete information.
5. The survey was conducted in very general way as no other variable such as their
education level, occupation and sex.
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BIBLIOGRAPHY
BIBLIOGRAPHY
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BOOK REFERRED:
Research methodology (C.R. Kothari)
Retailing Management (Levy & weitz)
WEB SITES:
www.google.com
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ANNEXURE
QUESTIONNAIREPERSONAL INFORMATIONDear sir/ Madam, I Ankesh Anand student of International School of Business & Media, Pune conducting a survey on “Buying behavior of BBPC customer’’
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This survey is a part of my partial fulfillment of PGDM (Marketing) course. Please provide relevant information by filling this questionnaire to make my survey more comprehensive. All details from your part will be kept confidential.
Name:- …………………………………………………………..
Sex:- a) Male b) Female Contact no.:- …………………………………………………………
Q1. In a month how many times you visit big bazaar ?
a) Ones b) twice c) Thrice
d) more than thrice e) As per requirement
Q2. Your shopping experience in big bazaar is always!
a) Outstanding b) Excellent c) Good
d) Average e) Bad
Q3. Brands and products availability in big bazaar is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q4. Ambience & atmosphere inside the store is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q5. Discounts and offers served in big bazaar is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q6.How much do you spend in each shopping trip?
a)Below 1000 b)1000-2000 c)2000-4000
d)Above 4000 Q7. Location of big bazaar in your city is !
a) Outstanding b) Excellent c)Good
d) Average e) BadQ8. Product display and signage in the store is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
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Q9You have hear about BBPC card from?
a)Friends b)T.V/Media c)POP
d)Newspaper e)Not yet
Q11. How do you feel about sales persons and promoters ?
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q13.The parking facility in bag bazaar is!
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q14. The quality of the product served by big bazaar is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q15. The cleanliness and hygiene maintained in the store is !
a) Outstanding b) Excellent c)Good
d) Average e) Bad
Q12. Are you satisfied with the billing facility at the store ?
a) Yes b) No
Q10. Do you prefer membership card of bigbazar instead of any other competitors?
a) Yes b) No
Q16Which investment is Better?
a)BBPC b)mutual fund c)Share market d)Fixed deposit e)Others
Q17.Do you feel that big bazaar profit club card provide you value for money?
a)yes b)No
Q18. Please give ranking from 1 to 5
(1 = less satisfied : 5 = highly satisfied )
Sr. no. features ranking
84
1. All over india
2 Refundable
3 Carry forward
4 Free gifts and coupons
5 Billing priority
6 Per month 1,000 rs. Use
7 20% ROI
(Signature)
Thanking you for filling up this questionnaire
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LOCATION
LOCATION
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PUNE 0ffice :
2nd Floor Revolution Mall, Opposite Croma Next To City Pride Multiplex, Off Sangam Press Road, Kothrud, Pune - 411029
Zonal Office :Survey No 688 Mahavir Park, Opposite Walvekar Lawns, Pune Satara Road, Bibvewadi, Pune - 411037
Regd. Office :Knowledge House Shyam Nagar Off Jogeshwari-Vikhroli Link Road Jogeshwari (East) Mumbai : 400060 Maharashtra ,India
COMPITATORS
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VISHAL MEGA MART
RELENCE MART & FRESH
STAR BAZAR
D-MART
SPENSER
SOME LOCAL STROES TOO
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