measures to increase footfall of big bazaar (1)
TRANSCRIPT
A
DISSERTATION REPORT ON
“MEASURES TO INCREASE FOOTFALL OF BIG BAZAAR (KHARVEL NAGAR)”.
Submitted By:
Tara Prasad Patra Regd No-0941333058
MBA
Faculty Guide : Corporate Guide : Mr. Sukant Samal Mr. Sachidananda Sahu(Faculty) (Sr. Executive, Marketing)CAM, Utkal University. Big-Bazaar, Bhubaneswar.
Declaration
I do hereby declare that the thesis titled, “MEASURES TO INCREASE FOOTFALL OF BIG BAZAAR “a group of Pantaloon Retail India Ltd, Bhubaneswar, prepared by me under the guidance of Mr. ram Chandra mahapatra, institute of business and computer studies, soa university and submitted for the award of MBA(Agri-business) is an original piece of research work and has not been submitted previously, to this or any other University or Institute, for any Degree or Diploma , in full or in part.
Place:Date: (Signature of the Student)
ACKNOWLEDGEMENT
Like everyone else, I owe much more than I can ever repay to certain people who have guided me to make this dissertation Project successful. A Project report is not an outcome of a single person but also a team work. So I am thankful to all those persons who have imparted their valuable cooperation throughout the project.
I would like to take this opportunity to convey my thanks to our dean Prof.(Dr.) Jyotirmaya Mohapatra who provided me a golden chance for dissertation project in BIG BAZAAR, BBSR. My regards to my faculty guide Mr. Ram Chandra mahapatra for guiding me in every steps and clarifying the doubts in the area of my project study
I would also like to place an indebted thanks to my corporate guide Mr. Sachidananda Sahu, Senior Executive (marketing) for sparing his valuable time and showing the right direction, support and providing the resources data, despite his busy schedule.
Last but not least, I’m very thankful to Big Bazaar (future group) and all the employees of Big Bazaar BBSR for helping me in resolving every issue.
EXECUTIVE SUMMARYIn today’s growing global scenario, the productivity of any concern business depends
upon the behavioral aspect of its consumers. This topic deals with understanding
customers and their buying behavior and aims to study the satisfaction level of the
customer’s at Big-Bazaar, Bhubaneswar, especially in Food Bazaar. At the same time
through this research i tried to know what they feel about, their taste and preferences,
their beliefs about Indian changing culture. The research also focused on modern
organized retailing and the awareness among people about it. I tried to know whether
they would like to buy from modern retail formats or not. I tried to know what they know
about organized retailing.
This project report contains different chapters. The report begins with the introduction
part which gives a brief idea regarding the project topic including the objectives and
limitations of preparing this management report and about the place of survey.
In addition to the above also deals about Future group of companies, its area of
operation, its achievements, etc. This chapter also provides some idea regarding
organized retailing, its different types how it operates etc.
The third chapter the methodology adopted in preparing this report is mentioned. It
covers the sample procedure, types of data used and the data collection method. A
primary data collection has been done to test the regularity and satisfaction level of
customers, the perception of customers on the above parameters specified and thereby
results are solely interpreted on the survey.
The fourth chapter shows the analysis of data through tabulation, computation and
graphical representation of data collected from survey.
The fifth chapter deals with the discussion and conclusion part which is very much
important after analysis is made. Based on the outcome, certain challenges and the
emerging trends that the retailer is supposed to face in such areas are portrayed.
Each of the every chapter has been scheduled in a manner so as to enable the reader to
appreciate the contents easily. The report is supported by figures and data wherever
necessary with a view to assist the reader in developing a clear cut understanding of the
topic.
I hope this report will be extremely useful for those it is meant & Constructive and
healthy suggestions for improvements of the report will be great fully appreciated.
CONTENTS Topic- Measures to increase footfall in Big Bazaar.
Page. No
Guide CertificateDeclarationAcknowledgementExecutive Summary
Introduction (Research objective, scope of the study)
Organization Profile Project detail Data Analysis and interpretation
Findings 18 Recommendation And Suggestion Conclusion
ANNEXURE: Questionnaire Bibliography
RESEARCH OBJECTIVE
Before doing any survey, it is very much essential to define the
objective for which the survey is to be done. Without any objectives, there is no
value addition to whatever is done is a project.
This study aims to dig out the reasons for the less number of footfalls in Big
Bazaar, and sufficient measures to be taken for increasing the footfall in BIG
BAZAAR.
RESEARCH METHODOLOGY
Research is a systematic method of finding solutions to problems. It is essentially an
investigation, a recording and an analysis of evidence for the purpose of gaining
knowledge.
1.5.1 Sampling Design.
A sample design is a finite plan for obtaining a sample from a given population. Simple
random sampling is used for this study.
1.5.3 Sample Size.
Number of the sampling units selected from the population is called the size of the
sample. Sample of 100 customers was taken.
1.5.5 Methods of Data Collection.
The data’s were collected through Primary and secondary sources.
1.5.5.1 Primary Sources.
The data that is collected from the first hand information by the way of Direct interview,
observation and questionnaire.
1.5.5.2 Secondary Sources.
Collection of data from company register.
SCOPE OF THE STUDY
1. Scope of this study is to get a true understanding for the reasons for the
less number of footfalls in the big bazaar. .
2. This study gives an impetus to analytically examine the changes put
forward or measures to be taken for increasing the footfall in big bazaar.
Future Group India was established in 1994 with a vision to provide diverse services
in Indian and Global markets. The business areas of Future Group cover BPO
(Business Process Outsourcing), New Media, Security Management, and
Construction. Through their strategic investment and services, the future of Future
Group shows a rising star in the business sky of India.
Future Group (India) Limited (FUTURE RETAIL) operates over 7 million square feet
of retail space, has over 1000 stores of its leading retail formats include-
Pantaloon
Big Bazaar
Central
Food Bazaar
Home Town
Ozone, Depot
future Money
online retail format
futurebazaar.com.
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading
business house with multiple business spanning across the consumption space. While
retail firm the core business activity of future group, group subsidiaries are present in
consumer finance, capital, insurance, brand development & entertainment. The first
set of Big-bazaar store open in 2001 in Kolkata, Hyderabad and Bangalore.
Retailing consists of those business activities involved in the sale of goods and services
to consumers for their personal, family, or household use. Retailing comprises of four
elements customer orientation, coordinated effort, value-driven, and goal orientation.
The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off
or sheds a small piece from something. Retailing is the set of activities that
markets products or services to final consumers for their own personal or household use.
It does this by organizing their availability on a relatively large scale and
supplying them to customers on a relatively small scale. Retailer is a Person or
Agent or Agency or Company or Organization who is instrumental in reaching the
Goods or Merchandise or Services to the End User or Ultimate Consumer.
.
India tops the AT Kearney's annual Global Retail Development Index (GRDI) for the
third consecutive year, maintaining its position as the most attractive market for retail
investment.
The Indian retail market, which is the fifth largest retail destination globally, according to
industry estimates is estimated to grow from the US$ 330 billion in 2007 to US$ 427
billion by 2010 and US$ 637 billion by 2015. Simultaneously, modern retail is likely to
increase its share in the total retail market to 22 per cent by 2010.
Continuing the robust growth of the organized retail in India, according to the Credit
Rating and Information Services of India, the industry raked in US$ 25.44 billion
turnover in 2007-08 as against US$ 16.99 billion in 2006-07, a whopping growth rate of
49.73 per cent.
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 organized 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, organized retail has
increased its share from 5 per cent of total retail sales in 2006 to 8 percent 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).
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. 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:
Indian’s: 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.
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.
Major Milestones:
1987- Company incorporated as Men’s 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 In division. Plans forays into
insurance and consumer credit. Multiple retail formats including Collection i.e Furniture
Bazaar, Shoe Factory, E-Zone, Depot and futurebazaar.com are launched across the
nation. Group enters into joint venture agreements with ETAM Group and Generali.
2007 - future group cross $1 billion mark.
2008 - future group holding becomes the second group company to make a successful
initial public offering in the Indian capital market
BIG BAZAAR
Big Bazaar is not just another hypermarket. It caters to every need of your
family. Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers. Big Bazaar was founded by Kishore Biyani .
Big bazaar is the company’s foray into the world of hypermarket discount stores,
the first of its kind in India. Price and the wide array of products are the USP‟s in Big-
Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to
60 per cent over the corresponding market prices. The high quality of service, good
ambience, implicit guarantees and continuous discount programmes have helped in
changing the face of the Indian retailing industry. A leading foreign broking house
compared the rush at Big Bazaar to that of a local suburban train
Big-bazaar offers a shopping experience, unique by its ambience. At Big Bazaar you will
find a hitherto unseen blend of a typical Indian Bazaar and International supermarket
atmosphere
Big Bazaar is not just another hypermarket. It caters to every need of your family. Where
Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.
Big Bazaar is a chain of department stores in India, currently with 120 outlets. It is
owned by the Future value Retail India Ltd Future Group. It works on the same economy
model as Wal-Mart and has considerable success in many Indian cities and small towns.
The idea was pioneered by entrepreneur CEO of Future Group. Currently Big Bazaar
stores are located only in India. It is the biggest and the fastest growing chain of
department store and aims at being 350 stores by the end of year 2012.
Big bazaar, offers a shopping experience, unique by its ambience. At Big Bazaar you
will find a hitherto unseen blend of a typical Indian Bazaar and International
supermarket atmosphere.
Big Bazaar is a chain of large supermarkets with a difference, where the best of local
Fresh vegetables & imported Fruits have been put together ensures satisfaction and
comfort while shopping.
The western values of convenience, cleanliness and hygiene are offered through
pre packed commodities and the Indian values of "See-Touch-Feel" are offered through
the “bazaar-like” atmosphere created by displaying staples out in the open, all at very
economical and affordable prices without any compromise on quality.
The best of everything offered with a seal of freshness and purity will definitely
make a customer’s final buying decision a lot easier.
Organization Structure of Big Bazaar
Store-Manager
Asst. Store Manager
Department- Manager
Asst. Dept.-Manager
Team Leader
Customer Service Dept
Human Resources Manager
Visual Merchandising
Administration
Maintenance
Marketing Manager
Info
Sales Manager
Cashiers
Ware-house Executive
IT Manager
About Big-Bazaar, Satya-Nagar, Bhubaneswar
Big Bazaar is located near Ram Mandir square. Big-Bazaar was the 1st retail shop in
Bhubaneswar ,established in 27th March 2004. It is located in Forum Mart Shopping mall
which constitute an area of 54,000 sq.ft. Big-Bazaar has 120 employees working
currently. They had considerable success in city like Bhubaneswar.
Big Bazaar provides quality items but at an affordable price. It is a very innovative idea
and this hypermarket has almost anything under one roof….Apparel, Footwear, Toys,
Household Appliances and more. The ambience and customer care adds on to the
shopping experience
Food Bazaar – Wholesale prices
Food Bazaar’s core concept is to create a blend of a typical Indian Bazaar and
International supermarket atmosphere with the objective of giving the customer all the
advantages of Quality, Range and Price associated with large format stores and also the
comfort to See, Touch and Feel the products. The company has recently launched an
aggressive private label programme with its own brands of tea, salt, spices, pulses, jams,
ketchups, fruits & vegetables etc. with unbeatable prices and vast variety (there are 42
varieties of rice on sale), Food Bazaar has proved to be a hit with customers all over the
country.
Is Se Sasta Aur Accha Kahin Nahin !!
Team Member Asst. Department
Manager
House Keeping
Security
What's in store for you at Big Bazaar?
At Big Bazaar, you will get : A wide range of products at 6 – 60 % lower than the
corresponding market price, coupled with an international shopping experience.
If you deal in the categories mentioned there's a big deal of success for you.
These are the following houses of the store:
1. Red house (Electronics section)
2. Brown house (Shoes & Luggage section)
3. Silver house (Utensils and crockery)
4. Blue house (Men’s section)
5. Gold house (Ladies section)
6. Pink house (Furniture section)
7. White house (Kids section)
8. Lavender house (Food & Cosmetics section)
Products available in Big bazaar :
Apparel and Accessories for Men, Women and Children.
Dress Materials Suiting & Shirting Baby Accessories. Sarees
Cosmetics Crockery Stationery
HomeTextiles Household Appliance Home Needs
Electronics Electrical Accessories Hardware
Footwear Toys Luggage
Home Décor Utensils & Utilities Household Plastics
Linens fruits & vegetables
'FOOD BAZAAR'-With store sizes ranging from 42- 46sq. ft. in Big-Bazaar. It currently
caters to over 3000 customers every day across in Odisha and is soon set to expand and
double this figure across 3 outlets all over the Odisha by December 2011. Food Bazaar
offers the Indian consumer the best of Western and Indian values. The western values of
convenience, cleanliness and hygiene are offered through pre packed commodities and
the Indian values of "See- Touch- Feel" are offered through the “Mandi” atmosphere
created by displaying staples out in the open, all at very economical and affordable prices
without any compromise on quality. This satisfies the consumer and comforts them
before making them final buying decision. At other super markets, the consumer is
deprived of this factor. Truly the Indian consumer now agrees with Food Bazaar:"Ab
Ghar Chalana kitna Aasaan”
.
This positioning platform of Food Bazaar is evident from the higher discounts and the
wholesale price-points which is below MRP.
Food Bazaar represents the company’s entry into food retail and is targeted across all
classes of population. Food Bazaar replicates a local, mandi to provide the much
important touch & feel factor which Indian housewives are used to do in the local bazaar.
Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products,
milk products, juices, tea, sugar, pulses, spices, rice wheat etc, besides fruits and
vegetables. All products are sold below MRP and discounts range between 2% to 20%.
Fruits and vegetables are sold at prices comparable to wholesale prices.
RESEARCH METHODOLOGY
An exploratory research of this type needs to be based on primary and secondary
data that are readily available. Data source can be external or internal. An internal source
includes company records. Apart from internal and external sources our next step will be
to collect new data by means of personal interviews, observation and gathering data
through questionnaire to meet the information needs.
Basically Simple random sampling method is used in this research.
MethodsPrimary data source ---
The data that is collected from the first hand information by the way of Direct interview,
observation and questionnaire.
Secondary data source---- collection of data from company registers, etc.
OBSERVATION:- This is one of the natural methods of knowing about what is happening around us. In our
every day’s lives, we hear and see different things. We observe events and try to
understand phenomena and behavior around us.
Here we have applied this method to study the reasons for the less footfall and measures
to be taken to increase the foot fall in big bazaar..
This method implies the collection of information by way of investigators own
observation and watching all the people coming to the Big-Bazaar for shopping.
In this study I have used “Participant Observation” by engaging with (observation,
discussion and questioning) with different people present over there.
Questionnaires Method:
In this method we have taken all the people of young mass, older and middle aged
persons by asking some questions….. . THE SAMPLE OF QUESTIONNAIRE.
DATA ANALYSISAnd INTERPRETATION
AGE GRAPH
Number Of People
9%
35%
22%
23%
8% 3%
a(10-20)b(21-30)c(31-40)d(41-50)e(51-60)f(61above)
ANALYSIS AND INTERPRETATION
Most of the sample sizes consist of 21-30 yrs .Which is a sign of high buying
potential for a longer period of time .They are more fashionable and trendy and
they are eagerly waiting for mall concept provided demanding for brands in the
apparel section with new fashions and qualitative books in the depot section.
Then after comes the age group 31-40 who are well educated like doctors,
engineers, bank professionals etc, and subsequent age groups who are not
satisfied with the quality of the merchandise category like in plastics, apps too
many announcements.
GENDER GRAPH
0
10
20
30
40
50
60
70
male female
malefemale
ANALYSIS AND INTERPRETATION Sample size consist of more male but the fact of gender ratio is almost equal and
female here are more dominating and have the decision making power. They are
more potential customers for us. There are some regular female customers are
coming almost every day in the week also, as per my observation.
Here we need to keep them loyal by recognizing them by face and greeting them
(both male and female). Some of them are old ladies, we need to spare some time
with them by sharing their, problems, talking with them at the time of showing
them merchandise.
INFORMATION GRAPH
How did you come to know about the Big Bazaar?
1. Objective: To know how the customer could able to find this land mark.
2. To know the customers exposure towards Media
Table-1
Friends
News
paper
Banners &
hoarding
TV
Ads
MALE 37 19 15 2
FEMALE 9 5 9 4
STUDENT 18 7 12 -
HOUSE WIFE 2 1 - 2
SERVICE
HOLDER 23 12 9 4
BUSINESS MAN 3 4 3 -
Findings (in %) 46% 24% 24% 6%
Figure 1
ANALYSIS- Here I found that most of the people come to know about big bazaar from their friends and relatives. So a word of mouth is more effective tool for promotion of big bazaar. So we need to take steps for better word of mouth communication by giving customer excellent service, better quality of merchandise, restricting misguiding announcements without exposing the conditions applied.
Customer's first exposure towards the "Big Bazaar”
37
19
15
2
9
5
9
4
18
7
12
02 1 0
2
23
129
43 4 30
0
5
10
15
20
25
30
35
40
Friends News paper Banners &hoarding
Tv Ads
External sources
Cate
gor
y/Ty
pe
of
cust
omer
MALE FEMALE STUDENTHOUSE WIFE SERVICE HOLDER BUSINESS MAN
Qn-2: What attracts you to big bazaar?
Objectives: To Know about the customer’s attraction towards Shopping Location as well as promotion
Table-2
Offer Ambiences
Atmosphere
Male Student 8 4 11Female Student 2 5 7House wife 1 1 3Business Man 3 3 4Male Service holder 17 14 9Female service holder 4 2 2
35 29 36
Figure-2
Customer Attraction
82
13
17
4
4
51
3
14
2
11
7
3
4
9
2
0 10 20 30 40 50
Male Student
Female Student
House wife
Business Man
Male Service holder
Female service holder
Rep
oden
t's c
atag
ory
No of repodentsOffer Ambiences Atmosphere
ANALYSIS AND INTERPRETATION:- Here we saw that most of the customers are
coming only due to atmospherics, so instead of over announcements, we need to focus on
retail atmosphere like music, scent which is not up to the mark in big bazaar, and others.
Majority also come for offers so we need to reshuffle the offers every day like instead of
50% discount we can place a cash back offer in amount, which will be more attractive.
Qn-3: To whom would you accompany with while visiting this place?
Objective: To know about the customer’s companionship behold while shopping
Analysis Table-3
Friends Family Alone
Student 22 12 3
Business man 3 4 3
Service holder 13 27 8
House wife 1 3 1
Total 39 46 15
Finding Figure-3
customer,s shopping companionship
22
3
13
1
12
4
27
3
3
3
8
1
0 5 10 15 20 25 30
Student
Businessman
Serviceholder
House wife
Res
pode
nts
Cat
egor
y
No of respodentsFriends Family Alone
ANALYSIS AND INTERPRETATION:-
Here we saw that most of the customers are accompanied by the friends and families.
So here we need to create an entertainment zone and arrange some game show for
both friends and families also like arranging the bulls eye game, chopping and peeling
game for house wives and giving them free gifts which is coming to food bazaar, or
utensil departments.
Qn-4: Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of?
Objective: To know the Customer awareness about the various promotions held at Big Bazaar in interval of time
Analysis Table-4
Extract
Figure-4
Senior Citizenship Day
Wednesday Bazaar
None Of these
Student 3 16 18House wife Below 50 - 3 2Service Holder Below 50 2 8 13Service Holder Above 50 1 6 7Service Holder Below 25 - 4 7Business Man Below 50 1 3 2Business Man Above 50 1 1 2
Findings (In %) 8% 41% 51%
ANALYSIS AND INTERPRETATION:- Here I see that apart from Wednesday bazaar which is well established and giving good
returns like same we have to promote the senior citizen day and other days also because
more than a half customers are still unaware of the days we are celebrating. We need to
promote through newspapers, hoardings, auto backs, flyers in the banks, schools, clubs,
colleges, arranging bike rallies, giving advertisements in Television, radios but still our
catchment consist of very less number of senior citizens.
Qn-5: Which is the best communication media that you would suggest getting you?
Objectives: To know the Customer’s Best preference communication media, that reaches very fast.
Analysis Table-5
TV News PaperBanners & Hoarding FM Radio
Student 6 16 4 11House Wife 3 1 1 -Service Holder 5 19 10 14Business Man 1 3 5 1Finding (In %) 15% 39% 20% 26%
Extract Figure-5
6351
16
1
19
3
4110
5
110
14
1
05
10152025303540
No Of Repodents
TV NewsPaper
Bnners &Hoarding
FM Radio
Media Type
Customer's Media ExposureBusiness Man
Service Holder
House Wife
Student
Qn-6: Which attracts you the most, while moving the Big Bazaar Store?Objectives: To know the customer psyche about the in-house features.
Analysis Table-6
Qn-6 Display Board Product Ranges Customer ServiceStudent 8 19 10House Wife - 3 2Service Holders 14 16 18Business Man 1 5 4Findings (In %) 23% 43% 34%
Extract Figure-6
Customer Attraction
8
0
14
1
19
3
16
5
10
2
18
4
0
5
10
15
20
Student House Wife ServiceHolders
BusinessMan
Customers Type
No o
f res
pode
nts
Display Board
Product RangesCustomer Service
ANALYSIS- From this table I found that most of the customer are satisfied for large
product ranges available under one roof but unhappy for the product quality specially in
men’s, plastics , electronics items which I came to know by personally interviewing some
of the customers and observing them who were speaking that lets purchase it from the
show room . So we have to develop our merchandise quality which will indirectly
increase the footfall.
Qn-7: How do you react when you see a heavy rush of customers inside the Big Bazaar?
Objectives: To Know the Customer reaction while facing a rush situation being intended to purchase
Analysis Table-7
Qn-7 Feel Exited Enjoy Shopping Get annoyed No ReactionStudent 2 18 6 11House Wife 3 - - 2Service Holders 11 14 15 8Business Man 1 6 1 2Findings (In %) 17% 38% 22% 23%
Extract Figure-7
Customer Reaction
2
18
6
11
30 0
2
1114 15
8
1
6
1 2
0
5
10
15
20
Feel Exited EnjoyShopping
Getannoyed
NoReaction
Nature Of Reaction
No o
f Res
pode
nts
Student
House WifeService HoldersBusiness Man
ANALYSIS- So according to this table, I found that most of the customers love to do
shopping in a rush as well as most of them wants free atmosphere. So we need to arrange
always something happening in Kharvel Nagar by arranging different types of
competitions for house wives, children, older customers, college guys, arranging
entertainment zones for customers, etc.
Qn-8: What is the rating point of Big Bazaar as comparison to other?Objectives: To know the Customer’s belongingness towards the Big Bazaar
Analysis Table-8
Qn-8
100% Average Below AverageStudent 13 23 1House Wife 1 4 -Service Holders 14 31 3Business Man 2 6 2Findings (In %) 30% 64% 6%
Extract Figure-8
.
Rating Scale
100%30%
Average64%
Below Average
6%
100%Average
Below Average
Qn-9: Where do you go for shopping for your immediate requirements as well as planned future purchase?
Objectives: To know the customer’s Best and suitable Shopping location.
Analysis Table-9
Speciality Store Big BazaarNeighborhood Store
Convenient Store
Student 4 19 9 5House Wife - 3 2Service Holders 5 21 14 8Business Man 1 4 2 3Findings (In %) 10% 47% 25% 18%
ANALYSIS- Here this table states that almost majority customers prefer, Big Bazaar but
as our catchment area is smaller, so we are not getting enough footfall, so we need to
drag some customers from the CSD also by promoting Big Bazaar differently by giving
this ADC SYSTEM exclusively for Big bazaar ,or by organizing special big days for big
bazaar exclusively.
Qn-10: How frequently would you like to visit Big Bazaar?
Objectives: To know the customer’s preferable visiting frequency.Table-10
Qn-10 Daily Weekly As you wishStudent 6 15 16House Wife - 1 4Service Holders 7 19 22Business Man - 2 8Findings (In %) 13% 37% 50%
ANALYSIS- Here we come to know that most of the people come as per their wish, so
we have to take certain measures which will attract them to visit big bazaar every day
Customer"s Shopping Preference
Speciality Store10%
Big Bazaar
47%
Neighborhood Store25%
Convenient Store18% Speciality Store
Big BazaarNeighborhood StoreConvenient Store
which is discussed later.
Findings
1- Out of 100 respondents male and female customers are 73 & 27 respectively.
2- About 46% of the customers viewed to friends, 24% viewed to Newspaper, 24%
Viewed to Banner & hoardings and 6% viewed to TV Ads as they first revealed to the
new location.
3- Offers an Atmosphere that plays a major role in Big Bazaar, where as ambience
stands in between.
4- 46% customers visit with family; while 39% go for a shopping, with friend’s; where
as 15% behold with oneself.
5- As far as customer awareness is concerned. About 41% were very much well
concerned with the Wednesday Bazaar, Where as 51% were unaware of any day..
Thanks to 8% who were little bit knowledge about the Senior citizenship .
6- About media exposure 15% responded for T.V 39% responded for news paper
followed by 20% for banners and hoardings and 26% for F.M radio.
7- 43% of the respondents opted for product ranges, as 23% & 34% respondents were in
favor of display board and Customer service respectively.
8- 38% loves enjoy shopping in rush hour; in the mean time 22% feels the reverse.
Whereas 17 % feels exited, 23% are the mind controllers.
9- Rating went to 64% towards average. 30% Rated full marks, 6% were the dissatisfied.
10- 47% wants to shop here, 25% to Neighborhood store, 18%to convenient store, 10% to
specialty store
11- 50% customers like to shop by their convenient time. 37% are the weekly visitors.
13% never want to miss even for one day.
RECOMMENDATION AND SUGGESTIONS:-
MEASURES TO INCREASE FOOTFALL FOR Big Bazaar
Mission to increase Customer Foot Fall at the Big Bazaar Out let(loyalty programme)
Our Goal- To create a complete customer data base within the time frame of
2,000 -5000 customers belonging to its catchments area.
Step-1: We will divide ourselves into (5x2)
Step-2: Visit the catchments area at door-to-door basis.
Step-3: Just to fill out the Big Bazaar customer loyalty form. – (As given in Annexure-1)
Step-4: Keep these used forms in a safe file.
(For internal data collection same procedure will be followed as above.
Step-5: We will transfer these data into the system
Step-6: We will give an “exchange coupon” in any hard form other than paper.
SUGGESTIONS
1. The first measure apart from the loyalty program measure to increase footfall of Big
Bazaar is to make a tie up with the tourist buses to make a stoppage for 1 hr in front
of Big Bazaar. This will fetch a minimum of more than 300 customers extra every
day, in exchange of a minimal fee to the bus driver or conductor.
2. Next is through telemarketing by taking data base from CSD.
3. Another measure we can take is that we can display IPL matches or new films
outside the store in order to pull additional customers and youngsters to the store.
4. Instead of traditional measure we can take to increase the footfall is not through
bike rally but through branded auto rally and leaf let distribution with
announcements.
5. Promoting big bazaar through OTV.
6. Free health check up.
7. Arranging afternoon bazaar by giving special offers like Wednesday bazaar.
8. Another measure we can take is that grading or ranking the primary schools like
school of the week etc and giving special exclusive offers to the children and
teachers of that school, by sending invitation letters to their schools as a result we
will be able to draw their parents into the store and honoring them in the store by
taking a snap.
The most important measure is to maintain sufficient stock availability and variety in
men’s section specially and arranging games
RECOMMENDATION TO INCREASE CUSTOMER SERVICE WHICH WILL
INDIRECTLY INCREASE THE FOOTFALL:-
Making the customer feel special: When we are with a customer, give him or her
exclusive attention, listening closely to whatever they may be saying to us. During that
time don’t let anything else interrupt you.
Pleasing the customer: Although this is touted often, it is seldom practiced. See to it that
the sales staff does that extra bit to make the customer feel pleased, especially as a
measure of calming their displeasure about something. .
Promising less and delivering more: You have heard of the old saying ‘Don’t promise
what you cannot deliver.’ Well, by giving more than whatever you may have promised,
you can build a strong customer rapport, both inside as well as outside the retail store.
Display merchandise attractively: A vital part of retail store management is seeing to it
that the merchandise is displayed properly. If the items are not displayed or seen
properly, they won’t be sold in the numbers that they ought to be. Merchandise should
look crisp and new at all times. If the items are shop-worn, they should be put in the
bargain section. Items that are usually bought on impulse should be placed on display
close to the cash out area. Also, appropriate sections should be made for merchandise,
and the items should be placed in the correct sections. Items that are similar in nature
should be placed in the same area.
Items should be shown to advantage: Apart from displaying merchandise attractively,
we should also make sure that the items are placed in such a way that they draw the
customer’s attention. Hiding or stacking merchandise will not attract the attention of the
customer. When thinking about how to display items, try to imagine what the customers
will view with the display. Placing merchandise at eye level, or a little lower than that, is
the best way to display specials. Placards and signs are also another method of grabbing
the eye of the customer.
Get rid of unsold merchandise: The bottom 10 to 20 percent of the product lines should
be gotten rid of every year to be replaced by new products. The product lines that are not
selling well should be marked down to half their price in order to sell them off fast
Clear up shopping areas: While making racks and other display areas full, clear up
other areas. According to studies it has been shown that having easy shopping areas
results in more sales rather than having more racks and tables cluttering up the store.
Timely ordering of inventory: This is another important aspect of retail. The levels of
inventory should be monitored and kept in adequate amounts at all times. If customers do
not find what they are looking for, they will just go to another store. Hence, we must keep
track of the inventory constantly.
CONCLUSION
Keeping in view all the previous research and documentation, now it’s time to conclude
the report by putting my personal view. You have heard of the old saying ‘Don’t promise
what you cannot deliver.’ Well, by giving more than whatever you may have promised,
you can build a strong customer relation, both inside as well as outside the retail store.
A vital part of retail store management is seeing to it that the merchandise is
displayed properly. If the items are not displayed or seen properly, they won’t be sold in
the numbers that they ought to be. Merchandise should look crisp and new at all times. If
the items are shop-worn, they should be put in the bargain section. Items that are usually
bought on impulse should be placed on display close to the cash out area. Also,
appropriate sections should be made for merchandise, and the items should be placed in
the correct sections. Items that are similar in nature should be placed in the same area.
The bottom 10 to 20 percent of the product lines should be gotten rid of every
year to be replaced by new products. The product lines that are not selling well should be
marked down to half their price in order to sell them off fast.
This is another important aspect of retail. The levels of inventory should be
monitored and kept in adequate amounts at all times. If customers do not find what they
are looking for, they will just go to another store. Hence, we must keep track of the
inventory constantly.
REFERENCE & BIBILOGRAPHY Books:
Retailing Management - Swapna Pradhan.
Marketing Management – Philip Kotler .
Company reference book.
Internet Source:
www.pantaloon .com
www.futuregroup.in
Other Source:
Direct personal interview
Through Questionnaire
QUESTIONNAIRE
“We cater utmost care to your valuable presence”
Dear customer, We feel immense pleasure by your valuable presence in our Big Bazaar store; it adds value to our store. Wherever you go your footfall counts, whereas here our customers create the landmark, which is the best yardstick to reach each and every individual customer to fulfill their ultimate needs. Put a ( ) in the appropriate Box:-
Qn-1: How did you come to know about Big Bazaar?
Friends News paper Banners & Hoarding TV Ads
Qn-2: What attracts to visit at Big Bazaar?
Offers Ambiences Atmosphere
Qn-3: To whom would you accompany with while visiting this place?
Friends Family Alone
Qn-4: Big Bazaar is celebrating special offers/Discounts in a daily basis. Which one are you aware of?
Senior citizenship Day Wednesday Bazaar None of these
Qn-5: Which is the best communication media that you would suggest to get you?
TV News paper Banners & hoarding FM-Radio Chocolate
Qn-6: Which attracts you the most, while moving the Big Bazaar Store?
Display board Product ranges Customer Service
Qn-7: How do you react when you see a heavy rush of customers inside the Big Bazaar?
Feel Excited Enjoy shopping Get annoyed No reaction
Qn-8: What is the rating point of Big Bazaar as comparison to other?
100% Average Below average
Qn-9: Where do you go for shopping for your immediate requirements as well as planned future purchase?
Specialty store Big Bazaar Neighborhood store convenient store
Qn-10: How frequently would you like to visit Big Bazaar?
Daily weekly As you wish
Gender-
Occupation-
Age-
Monthly family Income:
Annexure –1Big Bazaar“Customer Loyalty” Form
ADC No_______
Date: ___________Dear customer,
We believe it, as highly worth full to inform you, as this is the right time to place
your name in our loyalty program, where we are the part of business conglomerate the
“Future Group”. The harbinger of the organized retail in Indian landscape. We always
believe to be loved and make a difference in many ways to delight you all the time. We
pay respect and cater value to our customer in a very unique manner.
“So be a part of it.”
Name-D.O.B-Contact no-Address______________________________________
_____________________________________________________________________________________________________________________
Occupation________________________________________
Working place, if any____________________________________
Family size_______________________________________
Avg. monthly disposable expenditure__________________
Distance point______
Shopping hour_________
No of Family dependants_______
Last date of shopping at Big Bazaar _____________
Your family festive day___________________,____________,___________,________
Any memorable experience at our out let_____________________________________
