A

COMPREHENSIVE PROJECT REPORT

ON

“EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR”

Submitted to

K.K.PAREKH INSTITUTE OF MANAGEMENT STUDIES COLLEGE-

AMRELI

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

In

GUJARAT TECHNOLOGICAL UNIVERSITY

UNDER THE GUIDANCE OF

Faculty Guide Submitted by

Mrs. Neha Rathi JOSHI HARDIK

(Assistant Professor) (Enr. No.-117220592034)

HIRANI VIJAY

(Enr. No.- 117220592005)

Batch-: 2010-12

MBA SEMESTER III/IV

1

STUDENT DECLARATION

We, JOSHI HARDIK D. and VIJAY HIRANI D. hereby declare that the report for

Comprehensive Project entitled “EFFECTIVENESS OF RETAILING MIX IN BIG

BAZAAR ”is a result of our own work and our indebtedness to other work

publications, references, if any, have been duly acknowledged.

Place: …….. (Signature)

Date: Joshi Hardik

Hirani Vijay

2

INSTITUTE CERTIFICATE

“Certified that this Comprehensive Project Report Titled “EFFECTIVENESS OF

RETAILING MIX IN BIG BAZAAR” is the bonafide work of Mr. HARDIK JOSHI

(Enr.No:-117220592034) And Mr. VIJAY HIRANI (Enr.No:-117220592005) who

carried out the research under my supervision. I also certify further, that to the best

of my knowledge the work reported here in does not form part of any other project

report or dissertation on the basis of which a degree or award was conferred on an

earlier occasion on this or any other candidate.

Signature of the Faculty Guide Signature of the Director

Mrs. Neha Rathi Dr. Vishal Patidar

Assistant Professor Dy. Director

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PREFACE

A Comprehensive Project Report is one of the highly effective means of

the learning and acquiring worldwide knowledge. It generates a

concerted effort by students to acquire in depth knowledge on a subject

and present the same in systematic manner.

A Comprehensive Project Report is an integral part of the MBA

program. The main objective of the Comprehensive Project Report is to

enhance the skil l of researcher and gain the valuable knowledge of

management skil ls that wil l be useful in the future career building.

In bid to becoming a successful business administrator, theory and

practice of managerial elements are indispensable. Practical Study fi l ls

the gap of theory what we learn in the college and the practice what we

scrutinize in the company. Hence, Comprehensive Project Report is the

only way out for the students of management to increase his analytical

skil l .

This Comprehensive Project Report is based on Retail ing Mix Sector.

We have taken care to deal with the prescribed topics in suff icient

depths and in a very lucid language.

Place: …….. (Signature)

Date: Joshi Hardik

Hirani Vijay

4

ACKNOWLEGEMENT

The project of this magnitude would not have been completed singly. Firstly we want

to give our hearty thanks to all mighty who made the world and us also.

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.

We are indebted to Mrs.Neha Rathi facuilty of K.K Parekh Institute of Management

studies-Amreli for her guidance and cooperation in completing this project.

Last but not the least I would like to convey my heartiest gratitude to all my friends

who support us to complete this project.

Place: …….. (Signature)

Date: Joshi Hardik

Hirani Vijay

INDEX5

TABLE OF CONTENTS

Chapter No. Particulars Page No.PART – 1 GENERAL INFORMATION

1 Industry overview

1.1- Introduction

1.2- Types of Retail Industry

1.3- Types of Retailers

1.4- Retail Mix

1.5- Growth of Industry

2 Overview of World Market

3 Overview of Indian Market

4 Overview of Gujarat Market

5 Overview of Company

5.1– Vision, Mission objective and core value of the company

5.2- SWOT Analysis

5.3- Strategy Of Big Bazaar

6 Growth of the Company

7 Major Companies in Indian Retail sector

8 Product profile 8.1- Product Quality/TechnologyPricingPromotion

PART – II PRIMARY STUDY

1 Introduction of the Study

1.1-Problem Identification

1.2 - Literature Review

1.3- problem Definition

1.4- Objectives of the Study

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1.5 Hypothesis

2 Research Methodology

2.1- Research Design2.2- Source/s of Data2.3 - Data Collection Method2.4- Population2.5- Sampling Method2.6- Sampling Frame2.7- Date Collection Instrument

3 Data Analysis and Interpretation

4 Results and Findings

5 Limitations of the Study

6 Conclusion/Suggestions

7 Bibliography

LIST OF TABLES

TABLE NO.

PARTICULARSTABLE NO PAGE

NO.1 List of major retail companies

2 List of Board of directors

3 Contribution of Retail sector in GDP

4 Gender

5 AGE

6 Family’s monthly income

7 Occupation

8 Visited retail outlets

9 Preferences for retail mix elements

10 Effective retail mix element for big bazaar

11 Frequency for visiting the big bazaar

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12 Time for visiting the big bazaar

13 Opinion about discounts and offers in big bazaar

14 Shopping experience in the big bazaar

15 Availability of products and brands in big bazaar

16 Store layout

17 Product display and signage in big Bazaar

18 Shopping experience in big bazaar

19 Experience about Inside store atmosphere

20 Services of the sales personnel in big bazaar

21 Customer service in the big bazaar

22 Parking facility of the big bazaar

LIST OF FIGURES

TABLE NO.

PARTICULARSDIGRAM

NO.PAGE

NO.1 Indian retail market growth

2 Gender

3 AGE

4 Family’s monthly income

5 Occupation

6 Visited retail outlets

7 Preferences for retail mix elements

8 Effective retail mix element for big bazaar

9 Frequency for visiting the big bazaar

10 Time for visiting the big bazaar

11 Opinion about discounts and offers in big bazaar

12 Shopping experience in the big bazaar

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13 Availability of products and brands in big bazaar

14 Store layout

15 Product display and signage in big Bazaar

16 Shopping experience in big bazaar

17 Experience about Inside store atmosphere

18 Services of the sales personnel in big bazaar

19 Customer service in the big bazaar

20 Parking facility of the big bazaar

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1.INDUSTRY OVERVIEW10

1.1 INTRODUCTION

The word 'Retail' is derived from a French word with the prefix re and the verb tailor

meaning "to cut again". Evidently, retail trade is one that cuts off smaller portions

from large lumps of goods. It is a process through which goods are transported to

final consumers. In other words, retailing consists of the activities involved in selling

directly to the ultimate consumer for personal, non-business use. It embraces the

direct-to-customer sales activities of the producer, whether through his own stores by

house-to-house canvassing or by mail-order business. Manufacturers engage in

retailing when they make direct-to-consumer sales of their products through their

own stores (as Bata and Corona shoe companies, D.C.M. Stores, Mafatlals and

Bombay Dyeing) by door-to-door canvass or mail order or even on telephone. Even

a wholesaler engages in retailing when sells directly to an ultimate consumer,

although his main business may still be wholesaling.

The retailer is an intermediary in the marketing channel because he is both marketer

and customer, who sells to the last man to consume. He is a specialist who

maintains contact with the consumer and the producer; and is an important

connecting link in a complex mechanism of marketing.

The 10 largest retail companies in the world, five of them are from the US and five

are from Europe. These top ten global retailers had combined sales of $1.15 trillion

in 2009, according to international consulting group, Deloitte Retail industry can be

classified into two broad categories – organized retail and unorganized retail.

1.2 Types of retail industry

(1)Organized retail: - Those traders/retailers who are licensed for trading activities

and registered to pay taxes to the government.

(2)Unorganized retail: – It consists of unauthorized small shops - conventional

Kirana shops, general stores, corner shops among various other small retail outlets -

but remain to be the radiating force of Indian retail industry.

1.3 Types of Retailers

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Store Retailers – Those engaged in the sale of products from physical locations which warehouse and display merchandise with the intent of attracting customers to make purchases on site.

Non-Store Retailers – Those engaged in the sale of products using marketing methods which do not include a physical location. Examples of non-store retailing include:

Infomercials Direct Response television advertising

Catalogue Sales

In-Home Demonstrations

Vending Machines

Multi-Level Marketing

1.4 Retail Mix

“The mix of variable including location, merchandise, communications, price, services, physical attributes and personnel which from the overall strategic marketing components of retailing.”

Retail mix plan consists of:

Setting objectives Systematic way of identifying range of options.

Formulation of plan for plans for achieving goal

Logical sequence of retailing activities.

Importance of Retail mix planning

Hostile and complex retail environment External and internal retail organization factors interact

- Maximizing revenue

- Minimizing costs

Each element has conflicting needs

All these variables interact

All these variables results in optimum compromise.

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1.5 Growth of Industry

India in 1997 allowed foreign direct investment (FDI) in cash and carry wholesale.

Then, it required government approval. The approval requirement was relaxed, and

automatic permission was granted in 2006. Between 2000 to 2010, Indian retail

attracted about $1.8 billion in foreign direct investment, representing a very small

1.5% of total investment flow into India.

Single brand retailing attracted 94 proposals between 2006 and 2010, of which 57

were approved and implemented. For a country of 1.2 billion people, this is a very

small number. Some claim one of the primary restraints inhibiting better participation

was that India required single brand retailers to limit their ownership in Indian outlets

to 51%. China in contrast allows 100% ownership by foreign companies in both

single brand and multi-brand retail presence.

Indian retail has experienced limited growth, and its spoilage of food harvest is

amongst the highest in the world, because of very limited integrated cold-chain and

other infrastructure. India has only 5386 stand-alone cold storages, having a total

capacity of 23.6 million metric tons. However, 80 percent of this storage is used only

for potatoes. The remaining infrastructure capacity is less than 1% of the annual

farm output of India, and grossly inadequate during peak harvest seasons. This

leads to about 30% losses in certain perishable agricultural output in India, on

average, every year.

Until 2010, intermediaries and middlemen in India have dominated the value chain.

Due to a number of intermediaries involved in the traditional Indian retail chain,

norms are flouted and pricing lacks transparency. Small Indian farmers realize only

1/3rd of the total price paid by the final Indian consumer, as against 2/3rd by farmers

in nations with a higher share of organized retail. The 60%+ margins for middlemen

and traditional retail shops have limited growth and prevented innovation in Indian

retail industry.

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Before 2011, India had prevented innovation and organized competition in its

consumer retail industry. Several studies claim that the lack of infrastructure and

competitive retail industry is a key cause of India's persistently high inflation ] A 25%

market share, given the expected growth of Indian retail industry through 2021, is

estimated to be over $250 billion a year: a revenue equal to the 2009 revenue share

from Japan for the world's 250 largest retailers. In 2011, food accounted for 70% of

Indian retail, but was under-represented by organized retail.

The Economist forecasts that Indian retail will nearly double in economic value,

expanding by about $400 billion by 2020. The projected increase alone is equivalent

to the current retail market size of France.

  It might be true that India has the largest number of shops per inhabitant. However

we (locatus) have detailed figures for Belgium, the Netherlands and Luxemburg. In

Belgium, the number of outlets is approximately 8 per 1,000 and in the Netherlands it

is 6. So the Indian number must be far higher.

2 . Overview of World Market

3. Overview Of Indian Market

Retail Sector is the most booming sector in the Indian economy. Some of the biggest

players of the world are going to enter the industry soon. It is on the threshold

of bringing the next big revolution after the IT sector. Although organized retail

market is not so strong as of now, it is expected to grow manifolds by the year 2010.

The sector contributes 10% of the GDP, and is estimated to show 20% annual

growth rate by the end of the decade as against the current growth rate of 8.5%.

A CRISIL report says that the Indian retail market is the most fragmented in

the world and that only2% of the entire retailing business is in the organized sector.

This suggests that the potential for growth is immense. There are about 300 new

malls, 1500 supermarkets and 325 departmental stores currently being built in the

cities across India.

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In-depth study of the players in the Indian retail industry i.e. Big Bazaar Retail India

Limited, Shoppers Stop Limited, Koutons Retail India Limited, Provogue (India)

Limited and Trent Limited with an emphasis on their operational and financial

performance (FY09-FY11), segment-wise store formats, segment-wise private labels

and the size and number of stores of the major Indian retail players. Retail industry

can be classified into two broad categories – organized retail and unorganized retail.

Retail industry, being the fifth largest in the world, is one of the sunrise sectors with

huge growth potential and accounts for 14-15% of the country’s GDP. Comprising of

organized and unorganized sectors, Indian retail industry is one of the fastest

growing industries in India, especially over the last few years.

4. Overviews Of Gujarat Market

Gujarat, which has a strong middle class population and one of the highest per

capita GDP, is now becoming a preferred destination for the organized retail sector.

This is evident with the spurt of malls in the State with companies like Prozone that

are looking at setting up their first two malls in Rajkot and Surat before entering other

cities in India. Raymond, too, started its first kids apparel store, Zapp, in Ahmedabad

before entering markets like Mumbai and Pune. Constraints Though the retail

industry is on a growth trajectory in the State, there still remain a few road blocks

that needs to be addressed. Lack of adequate and trained human resource is an

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area of concern. There is an increasing pressure on sourcing and retention of staff

leading to a steep rise in employee wages. Supply chain inefficiency remains a

cause of concern leading to increase in business costs.

Imperatives With organized retail constituting only three percent of the total Indian

retail, the country offers a huge potential for growth. The State could aim to increase

the availability of specialized courses like retail management, which can go a long

way in addressing the issue of lack of quality human resources. This will also help

the Government in achieving the objective of employment generation. To ensure the

rapid growth of the industry, the Government should ensure a better supply chain

infrastructure by increasing the linkage between farmers and retailers.

Gujarat has witnessed an impressive agricultural growth in the last five years. Going

forward the sector is expected to do even better, which would increase the rural

purchasing power, providing a good opportunity for rural retail business. With

Government’s initiatives, Gujarat could lead the way in tapping the great Indian retail

opportunity.

5. Overviews Of The Company

The company’s leading formats include Big Bazaars, 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, m Bazaar and Star and Sitara. The company also

operates an online portal, futurebazaar.com. A subsidiary company, Home Solutions

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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.

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.Big Bazaar has the facility to

purchase products online through its official web page, and offers free shipping on

some of their products.

Board Of Directors

Mr. Kishor Biyani

managing Director

Mr.S.Doreswamy

(Director)

Ms.Bala Deshpande

(Director)

Mr.Gopikishan Biyani

(Wholetime Director)

Dr. Darlies koshy

(Director)

Mr.VedPrakash Arya

(Director)

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Mr.Rakesh Biyani

(Wholetime (Director)

Mr.Anil Harish

(Director)

Statutory Auditors

MGS & CO

Mr.Shailesh Haribhakti

(Director)

Ms.Anju poddar

(Director)

Risk Advisors

Emst & Young P.V.T L.T.D

5.1 Vision

Future Group shall deliver Everything, Everywhere, Every time for Every

Indian Consumer in the most profitable manner. 

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. 

Core Value of the company

Indians: 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.

Valuing and Nurturing Relationships: To build long term relationships.

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Simplicity & Positivity: Simplicity and positivity in our thought, business and

action.

5.2 Swot Analysis

Strength Weakness

1. Affordability for middle class2. Quality, choice and convenience.3. Wide range of products and service

offerings4. Strong presence  in local market

5. Attractive promotional offers

6. Large no. SKU provided to consumer

7. Good branding and advertising by also roping in celebrity brand ambassadors

1Not known globally and restricted to the Indian market only

2.No different game plan according to divergent people, their lifestyles, their tastes and budgets in India

Opportunity

1. To expand globally by tie-ups2. Entering into high premium segment 3.Opportunity to expand into financial services catering to huge segment

4. Increased rural penetration

Threats1.Competitors global presence2. Future bazaar under debt can cause financial problems3.Low priced brand perceived to be of low quality in Indian consumer minds

5.3 Strategy Of Big Bazaar

Marketing Strategies of Big Bazaar- India’s Hypermarket Chain

.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,

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. Big Bazzar

emphasized on this line-

“Isse sasta aur ache kahin nahin”.

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1- Costumer segmentation – Big Bazaar targets higher and upper middle class

customers. The large and growing young working population is a preferred customer

segment. Big Bazaar specifically targets working women and home makers who are

the primary decision makers.

2- Well-trained staff

3- Use of technology like scenario planning for decision making

4- Home delivery counters also started at many places

5- Main focus to the Indian middle class customer

6.Growth of the company

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad

2002

Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in

Mumbai at High Street Phoenix

2003

Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon

2004

Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the country’s most admired retailer award in value retailing and food retailing segment at the India Retail Forum

A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single day

2005

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Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar

Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to reward its loyal customers.

2006

Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaar’s largest ever customer.

Big Bazaar launches Shakti, India’s first credit card program tailored for housewives

2007

The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.com to launch India's most popular

shopping portal

Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The Children India Fund

2008

Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch

Big Bazaar joins the league of India’s Business Super brands. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey

2009

Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique initiative to offer meals to visitors and support local social organizations

Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India

Mahendrasingh Dhoni and Asin youth icons of India, were chosen as the brand ambassadors of Big Bazaar

2010

Future Value Retail Limited is formed as a specialized subsidiary to spearhead the group’s value retail business through Big Bazaar, Food Bazaar and other formats.

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Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop

Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores

2011

Big Bazaar forays into the rural wholesale and distribution business through ‘Aadhaar Wholesale’ store at Kalol,gujarat.

Big Bazaar has come up a new logo with a new tag line: ‘Naye India Ka Bazaar’.

200th store opened in India 

Future Group has launched its latest venture, Foodhall – a premium food destination across 10 metros in India .

2012

Big Bazaar entered into a five year multi-million dollar deal with Cognizant Technology Solutions for IT infrastructure services that support Future Group’s network of stores, warehouses, offices, and data centers.

Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India.

7.MAJOR COMPANIES IN THE RETAIL

INDUSTRY

1. Pantaloon Retail:

2. K Raheja Group

3. Tata group:22

4. RPG group:

5. Landmark group:

6. Piramal Group

7. Subhiksha

8. Bharti-Walmart

9. Reliance

10. AV Birla Group

8. PRODUCT PROFILE (Major Products)

Apparels Food Home& personal care Chill stations

• Formal wear

• Casual wear

• Night wear

• T-shirt

Ready to eat

Ready to cook

Spices

• Shampoo

• Detergent

• Soap

• Liquid Wash

• Soft drink

• Packaged juice

• Milk Items

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• Jeans

• Saris

• Dress material

• Party wear

Staples

tea & coffee

international foods

• Creams

• Deodrant

• Home cleaners

• Utensils

• Crokery

• Bundles

• Frozen foods

• Ice creams

Pricing

The tag-line is “Is se sasta aur accha aur kahin nahi”. They work on the model of economics of scale. There pricing objective is to get “Maximum Market Share”. The various techniques used at Big Bazaar are: -

Value Pricing (EDLP - Every Day Low Pricing):

Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping.

Promotional Pricing:

Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also caters on Special Event Pricing (Close to Diwali and Durga Pooja).

Differentiated Pricing:

Time 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.

Bundling: Selling combo-packs and offering discount to customers. The combo-packs add value to customer.

Promotion

Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques used at Big Bazaar include “saal ke sabse saste teen din”, Future Card (the card offers 3% discount), Shakti Card, Wednesday bazaar.etc,.

Brand Endorsement by M. S. Dhoni, Exchange Offer - ‘Junk Swap Offer’, Point-of-Purchase Promotions.

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Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and road-side bill-boards.

Place: The Big Bazaar stores are operational across three formats — hypermarkets

spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft

and the Super Centers set up over 1 lakh sq ft.

Currently Big Bazaar operates in over 34 cities and towns across India with

116 stores.

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1.INTRODUCTION OF THE STUDY

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.

Retai mix is the term used to describe the various element and methods

required to formulate and execute retail marketing strategy.

Retail managers must determine the optimum mix of retailing activies and co-

ordinate the element of the mix.

While many elemrnt may make up a firm’s retail mix the essential elements may

include:-

Store location,

Merchandise assortments

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Price,

Communication with customer

Personal selling

Store image

Store design

Sales incentivess

People

Process

Physical evidence

The 6 p’s Retailing mix

(1)Product (2) Personnel, (3) Presentation (4) Promotion efforts

(5) Place (6) price

Literature Reviews

This chapter reviews concepts and theories by researchers that are highly related to

the area of study. The chapter provides a critical analysis of the views and insights of

various researchers on the subject area. The chapter starts by explaining the basics

of the study, being effectiveness of retailing mix in big bazaar. The chapter then

reviews effects of consumer perception with regard to the evaluation of effectiveness

of retailing mix in big bazaar.

(1).Supermarkets and Beyond: Literature Review on Farmer to

Market Linkages in Sub-Saharan Africa and Asia

D. Tschirley, Michigan State University (tschirle@msu.edu)

July 28, 2007

This paper reviews recent literature on selected issues that need to be considered in

designing policies and programs to improve farmer-to-market linkages in Sub-

Saharan Africa and Asia. Since the “supermarket revolution” has received wide

attention in the professional and popular press since the early 2000s, this paper

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starts with a careful review of that literature. Yet expectations regarding supermarket

growth in Africa and parts of Asia have cooled considerably over the past two years.

For this reason, the discussion of supermarkets is cast in the broader context of

retail modernization; we stress the interaction of supermarkets and more traditional

marketing channels in African and Asian food systems, and suggest that these

systems are likely to remain highly diversified for the foreseeable future.

Additional topics include domestic and regional markets as foci of growth, market

information (including commodity exchanges and modern information and

communications technology - ICT), and contract farming for export crops. Given the

rapid pace of change in marketing systems in developing countries, primary

emphasis is placed on research since 2000

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RETAIL MODERNIZATION: Retail modernization in developing countries and its

effect on the broader food system has been a major focus of research since the early

2000s. The most visible banner for this work has been the “supermarket revolution”.

Supermarkets existed in Latin America from at least the 1960s1, but began to grow

much more rapidly in that region during the economic boom and opening to Foreign

Direct Investment (FDI) of the 1990s. Growth began later in East/Southeast Asia and

Central Europe, followed by selected countries of Africa (Reardon et al, 2004). This

growth, together with new procurement practices that the firms work to apply, has

lead to a rashof studies attempting to document and anticipate the impacts of these

firms on existing actors in the food system, and to draw policy implications for

governments and donors.

Early Expectations of Supermarket Takeover: Though distinctions are made

between countries, regions, and types of food products, recurring themes in the

supermarket revolution literature have been the “rapid rise” of supermarkets, the

difficulty of smaller retailers to compete with them, the difficulty of small processors

to compete with large processors for the new “supermarket market”, and the urgent

need to deal with the exclusion of smallholders from the supermarket channel.

More Cautious Voices on the Supermarket Story: More cautious views regarding

the likely rate of supermarket expansion were expressed early in Asia, and over the

past two years in Asia, Africa, and even Latin America. Patterns in Latin America are

relevant as a potential indicator of future patterns elsewhere.

DOMESTIC AND REGIONAL MARKETS AS A FOCUS OF GROWTH: Non-

traditional agricultural exports have received large amounts of analytical attention

over the past decades. Donor support to market oriented agriculture for smallholder

farmers has also focused heavily on export markets, while “domestic food markets

remain undercapitalized, risky, rudimentary, and relatively thin” (World Bank, 2007).

Both traditional and non-traditional exports have and will continue to be important

sources of growth for some farmers in some countries.

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(2).NEW RETAIL CONCEPT DEVELOPMENT:

Philip J. Rosenberger III

Lecturer in Marketing, University of Western Sydney

Bill Merrilees

Associate Professor of Marketing

University of Newcastle

Callaghan, NSW 2308, Australia

The paper first discusses NPD (new product development) models in general, with a

critique of the usefulness of each model for NRCD purposes. New product

development (NPD) and planning has assumed a heightened level of importance in

the modern world as organisations recognise the need to improve the NPD process

and its outcomes (Allen 1993, Power 1993). In this part of the paper, the new

product development literature will be reviewed— specifically that relating to the

actual process of NPD. The section begins by exploring the nature of innovation and

what innovation is considered to be. The section then discusses what constitutes a

new product and the role extensions play. Next, the benefits & opportunities and the

costs & risks of NPD for organisations are presented. This is followed by a review of

the evolution of generations of NPD models—the generic (sequential) and various

extension NPD models (stage-gate, fuzzy-gate, rugby, activity blocks, multiple

convergent processing, continuous learning, QFD, return maps, chaos approach)

that appear n the literature. Key NPD success factors are then profiled.

Attention to retail-based NPD/NRCD issues has been notably lacking, though

services-based NPD research has been growing of late. In terms of NRCD

specifically, the literatures do suggest reasons for the general emergence of new

formats (eg., Wheel of Retailing, Dialectic Theory). However, few examples related

to retailing are presented in NPD texts, and those that are tend to be services.

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In short, barring Palmer, Lovelock (1996), Terrill and Middlebrooks (1996) and

Shostack (1984) in services, there has been little attempt to actually research and

define the NRCD process on a scale and degree comparable to that in the NPD

literature for the NPD process.

The sum of the retailing-related work to date could best be seen as falling into the

latter half of the typical NPD process, where the implementation of the chosen

concepts is done.As mentioned before, most NPD research has been of FMCG,

consumer durables or industrial products, with limited research having been devoted

to retai situations. Similarly, retailing texts only briefly deal with new retail concept

development (eg. Merrilees and Miller 1996), whilst principles of marketing texts give

even less attention through focusing predominantly retail evolution (eg., the Wheel of

Retailing in Baker 1996, Kotler 1997) or fail to even make mention at all (eg.,

Worsam and Wright 1995).

Problem Statement

(“EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR”)

Problem definition is the foundation of any market research program. Without

knowing the problem area any research cannot be started. Problems are framed in

questions about relationships that can be tested.

“EFFECTIVENESS OF RETAILING MIX IN BIG BAZAAR”

Retailing mix refers to the various features of retail strategy planning. Also often

called "the 6 Ps," retailing mix details a retail business' approach to its products,

promotion efforts, personnel, presentation, place and price. Retailing mix helps a

business define its strategy and carry out operations according to its goals.”

Consumers and consumer’s needs are the focus of Marketing, unlike selling Where

a Product, Production or Sales orientation exists. Hence, it is imperative for a market

to thoroughly understand the consumers, to be a successful marketer.

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An Indian Consumer is quite different from consumers elsewhere, but the diversity

present within India is more comparable elsewhere.

Even Indian Market is a look developing market so there is always a fierce

competition is an industry. The skew mess that exists in incomes, languages,

cultures, sub-cultures, makes it a herculean task to typify an Indian consumer.

Objective Of Study

• To identify the performance of store operations.

• To understand the quality of services maintained in the store.

• To determine the performance of sales persons in the store.

• To understand the availability of products in the store.

• To identify the effectiveness of atmospherics in the store.

Hypothesis

A statement that explains or makes generalizations about a set of facts or principles,

usually forming a basis for possible experiments to confirm its viability.

Null Hypothesis (Ho): A type of hypothesis used in statistics that proposes that no

statistical significance exists in a set of given observations. The null hypothesis

attempts to show that no variation exists between variables, or that a single variable

is no different than zero. It is presumed to be true until statistical evidence nullifies it

for an alternative hypothesis.

Alternative Hypothesis (H1): Alternative hypothesis is the "hypothesis that the

restriction or set of restrictions to be tested does NOT hold." Often denoted H1

Synonym for 'maintained hypothesis.

• Ho: Retail mix of Big Bazzar is not effective.

• .H1: Retail mix of Big Bazzar is effective.

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.

(5) RESEARCH METHODOLOGY

Research can be defined as the search for knowledge, or as any systematic

investigation, with an open mind, to establish novel facts, usually using a scientific

method. The primary purpose for basic research (as opposed to applied research) is

discovering, interpreting, and the development of methods and systems for the

advancement of human knowledge on a wide variety of scientific matters of our

world and the universe.

Scientific research relies on the application of the scientific method, a

Harnessing of curiosity. This research provides scientific information and theories for

the explanation of the nature and the properties of the world around us. It makes

practical applications possible. Scientific research is funded by public authorities, by

charitable organizations and by private groups, including many companies. Scientific

research can be subdivided into different classifications according to their academic

and application disciplines.

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Research Design

“A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with

economy in procedure”.

Type of research

Descriptive detail:- Descriptive research, also known as statistical research,

describes data and characteristics about the population or phenomenon being

studied. Descriptive research answers the questions who, what, where, when and

how...

Although the data description is factual, accurate and systematic, the research

cannot describe what caused a situation. Thus, Descriptive research cannot be used

to create a causal relationship, where one variable affects another. In other words,

descriptive research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations.

Often the best approach, prior to writing descriptive research, is to conduct a survey

investigation. Qualitative research often has the aim of description and researchers

may follow-up with examinations of why the observations exist and what the

implications of the findings are.

In short descriptive research deals with everything that can be counted and studied.

But there are always restrictions to that. Your research must have an impact to the

lives of the people around you.

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IN OUR STUDY WE USE A DESCRIPTIVE RESEARCH DESIGN FOR OUR STUDY

Source Of Data

Primary Data:

Primary Data Is that Which Is the Collected for the first time and thus happen to be

originated In Character. Primary research entails the use of immediate data in

determining the survival of the market. The popular ways to collect primary data

consist of surveys, interviews and focus groups, which shows that direct relationship

between potential customers and the companies.

Secondary Data:

Secondary Data Refer To The Data That Has Been Already Collected .The

Secondary Data, Which Has Been Used To Carry Out This Study, Are As Follow:

Books,

Journals,

Magazines,

Newspapers

Industry Reports

Company’s Internet Site

Some Other Relevant Study Material

Website

Data Collection Method

Survey method:- We have selected the data from Rajkot city by survey method

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Data is collected through questionnaire:-

A questionnaire is a research instrument consisting of a series of questions and

other prompts for the purpose of gathering information from respondents. Although

they are often designed for statistical analysis of the responses, this is not always

the case. In The Studies A Questionnaire Is Prepared.

Population :-

In our study we select a Rajkot city as a population of a study.

Sampling Method

In statistics, a Sampling method is a subset of individuals (a sample) chosen from a

larger set (a population). Each individual is chosen randomly and entirely by chance,

such that each individual has the same probability of being chosen at any stage

during the sampling process, and each subset of individuals has the same probability

of being chosen for the sample as any other subset of individuals.

Sample Design: The researcher has been collected data as a primary base.

A sample design is a definite plan for obtaining a sample from a given population. It

refers to the technique or the procedure the researcher would adopt in selecting

items for the sample.

Sampling Frame

The Sampling Unit: The population for the present study is defined as “All the users

of big bazaar in Rajkot city.”

Sample Size: The size of the sample consists of 150 customers’ of supermarket.

Sampling Procedures: we have selected the simple random sampling procedures.

Data Collection Instrument

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We used a questionnaire for collecting data of“EFFECTIVENESS OF RETAILING

MIX IN BIG BAZAAR” in Rajkot city.

Gender

Male Female70 30

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