University Of Mumbai

A PROJECT REPORT ON

“A Study on the effective promotional strategy influencing customer for

The products of “

Bachelor of Management Studies

Semester VI

2019 -2020

Submitted By

Satish Naikare

(SEAT NO: - 1162787)

BGPS’

MUMBAI COLLEGE OF ARTS, COMMERCE AND SCIENCE

J.K. Jadhav Knowledge Centre, Nadkarni Park,

Wadala (E), Mumbai – 400037

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 University Of Mumbai

A PROJECT REPORT ON

“A Study on the effective promotional strategy influencing customer for

The products of BIG BAZAAR AND D-MART “

Bachelor of Management Studies

Semester VI

2019 -2020

Submitted

In Partial Fulfilment of the requirements

For the Award of Degree of

Bachelor of Management Studies

By

Satish Naikare

(SEAT NO: - 1162787)

BGPS’

MUMBAI COLLEGE OF ARTS, COMMERCE AND SCIENCE

J.K. Jadhav Knowledge Centre, Nadkarni Park,
Wadala (E), Mumbai – 400037
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Page 3
 DECLARATION

I, SATISH NAIKARE from the BGPS’MUMBAI COLLEGE OF

ARTS, COMMERECE & SCIENCE, WADALA (E) MUMBAI –
400037,of T.Y.B.M.S. Semester VI (2019-2020), hereby declare
that I have completed the project on
“A Study on the effective promotional strategy influencing
customer for the products of BIG BAZAAR and D-MART” The
information submitted is true and original to the best of my
knowledge.

---------------------------

SATISH NAIKARE

Seat Number: - 1162787

BGPS’ MUMBAI COLLEGE OF ARTS, COMMERCE AND SCIENCE

J.K. Jadhav Knowledge Centre, Nadkarni Park,

Wadala (E), Mumbai – 400037

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 CERTIFICATE

This is to certify that Mr. Satish Naikare, SEAT NO: - 1162787

of Third Year B.M.S., Semester VI (2019-2020) has successfully completed
the project on “A Study on the effective promotional strategy influencing
customer for the products of BIG BAZAAR and D-MART”
under the guidance of Asst. Prof. Madhura Vilekar Mam.

Place: - Mumbai
Date:-

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---

Project Guide External Examiner

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---

Asst. Prof. Draksha Khan Mam Dr. Subhash Vadgule Sir

Course Coordinator Principal

College Seal

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 ACKNOWLEDGEMENT

Thanks to merciful lord for all the countless gifts that you have offered me, and
thanks to my family for the love and support.

Secondly I would like to thanks “UNIVERSITY OF MUMBAI “for giving me this

opportunity of creating this project. This is something that has been done by
me on a practical basis, I’ve utilized the knowledge that is provided to us and
made this project. This has been a practical experience of me in relation to the
knowledge that is taken from books.

In making this project report a lot of people have contributed by giving me the
require knowledge and time. I would like to thank all of them. It is my great
pleasure to acknowledge my deepest thanks to them.

I also wish to extend my appreciations to the management and staff of my

college, especially our principal “Dr. Subhash Vadgule”, for his kind co-
ordination and support.

My special thanks to my lovely Parents for their unconditional love and support.
It is because of their assistance and competence that I have reached this
milestone and most important thanks to our BMS Course “Co-ordinator Asst.
Prof. Draksha Khan” for all the help and guidance.

I would like to express my gratitude and sincere thanks to my project guide

“ASST. PROF. MADHURA VILEKAR” for instilling confidence in me to carry
out this study and extending valuable guidance and encouragement from time
to time, without which it would not have been possible to undertake and
complete this project.

I would also like to thank my College Library, for having provided various
reference books and magazines related to my project.

Last but not the least my peers and friends for their valuable comments and
suggestions for making this a cherishable experience for me.

Satish Naikare

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 EXECUTIVE SUMMARY
Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is ‘God’ said by the
business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. Here,
that advantage goes to “BIG BAZAAR & D-Mart”. It has brought about many changes in the
buying habits of people. It has created formats, which provides all items under one roof at
low rates, or so it claims! In this project, we have studied its marketing strategies and
promotional activities.

The project titled ‘A Study on the effective promotional strategy influences customer
for the product of Big Bazaar and D-Mart’ helps us to understand the effect
of promotional strategy which is responsible for attracting customers towards big bazaar &
d-mart This study is helpful to top level management to improve the present promotional
strategy of BIG BAZAAR & D-Mart.

The project was carried out as per the steps of Marketing Research. The well supportive
objectives were set for the study. To meet the objectives primary research was undertaken.
The data collection approach adopted was experimental research & survey research. The
instrument used for the data collection was observation & questionnaire. The target
respondents were the visitors of BIG BAZAAR & D-Mart, with the sample size of 120 for the
study of sales management of the company. Tables & charts were used to translate
responses into meaningful information to get the most out of the collected data. Based on
those the inferences have been drawn with peer supportive data.

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Chapter TOPIC PAGE
No. No.
ACKNOWLEDGEMENT I
EXECUTIVE SUMMARY II
1 INTRODUCTION 11 - 20

1.1 INTRODUCTION OF PROJECT 11

1.2 WHY HAS THIS INDUSTRY/TOPIC BEEN 11

SELECTED?
1.3 INRODUCTION OF BIG-BAZAAR 11 - 16

1.4 INTRODUCTION OF D-MART 16 - 19

1.5 LITRATURE REVIEW 20

2 RESEARCH METHODOLOGY
2.1 RESEARCH METHODOLOGY 21

2.2 RESEARCH OBJECTIVES 21 - 22

2.3 DATA COLLECTIONS METHODS 22

2.4 SAMPLING METHOD 22

2.5 INDUSTRY ANALYSIS 23 – 24

2.6 COMPANY OVERVIEW 25

2.7 ANALYSIS AND INTERPRETAIONS 26

3 DATA ANALYSIS
3.1 DEFINITION OF MARKETING MIX 28 - 30

3.2 4P’S OF BIG BAZAAR & D-MART 31

3.3 PROMOTIONAL STRATEGIES 32 - 42

3.4 BIG BAZAAR 42

3.5 D-MART 42

3.6 ORGANITATON STRUCTURE 43

3.7 CUSTOMER BUYING DETERMINANTS 44

HYPOTHESIS 47 - 76
4
5 FINDING 76

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 6 SUGGESTION 77

7 LIMITATION 78

CONCLUSION 79

BIBLIOGRAPHY 80

INDEX

TABLE-CHART INDEX

Fig. No. NAME OF THE CHART PAGE No.

3.1 MARKETING MIX 15

3.2 STORE’S ADVERTISEMENT 16
3.3 PURCHASING PRODUCT IN STORE 17
3.4 CHOOSE PRODUCT (BIG-BAZAAR) 19
3.5 CHOOSE PRODUCT (D-MART) 22
3.6 UNEXPECTED OFFERS 24
3.7 DISTANCE OF STORE 26
3.8 PARKING FACILIITY STORE STRUCTURE 27
3.9 LOCATION OF STORE 28
3.10 CHOOSE FACTOR 30
3.11 SOURCE ABOUT OUTLET 33
3.12 OFFER 33
3.13 TAGLINE OF BIG-BAZAAR 36
3.14 TAGLINE OF D-MART 38
3.15 ADVERTISEMENT EFFECT 39
4.1 PROMOTIONAL ACTIVITIES OF STORE 41
4.2 PATTERN CHANGE AT PROMOTION 42
4.3 SERVICE PROVIDED BY STORE 46
4.4 SERVICE OF STORE 47
4.5 ORGANIZATION STRUCTURE 49
4.6 STORE STRUCTURE 51
4.7 DEMOGRAPHIC ANALYSIS-AGE 53

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4.8 OCCUPATION 54
4.9 FAMILY MEMBER 55
4.10 VISIT A STORE 56
4.11 EXPENSE IN SHOPPING 57
4.12 SECTION OF THE STORE LIKE THE MOST 59
4.13 GENDER 61
4.14 REASON COMING TO THE STORE 62
4.15 REASON IT’S AN BIG BAZAAR 63

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 CHAPTER- 1
INTRODUCTION

1. INTRODUCTION OF PROJECT

As a part of our study of MBA programme, we are given capstone project work
to develop our analytical faculties as professional students. In relation to the
aforementioned objective the project undertaken by us covers marketing analysis of
national. The study converges on two major giants in global market:
1. Big Bazaar
2. D-Mart

1.2 Why has this industry/topic been selected?

 Ones a customer get inside the store he will find all kinds of products available
that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.
 Because of these features it has a very good reputation in that area and
customers who are residing far away and in other areas they also visit the store.
 This department is responsible for the product arrangement at the store with
respect to their nature.
 This department is responsible for the maintenance of the systems of the stores.

1.3 INTRODUCTION TO THE TOPIC:

Big Bazaar Store

Pantaloon Retail (India) Limited, is India's leading retail company with presence
across multiple lines of businesses. The company owns and manages multiple retail
formats that cater to a wide cross-section of the Indian society and is able to capture
almost the entire consumption basket of the Indian consumer. Headquartered in
Mumbai (Bombay), the company operates through 5 million square feet of retail
space, has over 331 stores across 40 cities in India and employs over 17,000 people.
The company registered a turnover of Rest 2,019 corer for FY 2010-11. It owns and
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 operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar,
Central, E-Zone, Fashion Station, Depot and many others.

Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail
chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that
combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a first
of its kind seamless mall located in the heart of major Indian cities, followed this. Some of
its other formats include, Collection I (home improvement products), E-Zone (consumer
electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-size
individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently
launched its retailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint
venture companies with a number of partners including French retailer Etam group, Lee
Cooper, Manipal Healthcare, Jaywalker’s, Gini & Jony and Liberty Shoes. Planet Retail, a
group company owns the franchisee of international brands like Marks & Spencer,
Debenhams, Next and Guess in India.

Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial
year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by
Retail Asia-Pacific Top 500 magazine in 2006.

Future Group
Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to
cater to the entire Indian consumption space. The Future Group operates through six
verticals: Future Retail (encompassing all retail businesses), Future Capital (financial
products and services), and Future Brands (management of all brands owned or managed
by group companies), Future Space (management of retail real estate), Future Logistics
(management of supply chain and distribution) and Future Media (development and
management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and

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consumer-related private equity fund, Indecision. It also plans to get into insurance,
consumer credit and other consumer-related financial products and services in the near
future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian
Consumer in the most profitable manner." One of the core values at Future Group is,
'Indian’s' and its corporate credo is - Rewrite rules, Retain values.

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 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.
Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the
Pantaloon Group. It works on same the economy model as Wal-Mart and has had
considerable success in many Indian cities and small towns. The idea was pioneered by
entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in
Metros have a gaming area and kids play area for entertainment.
Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol,
Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur,
Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai,
Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram,
Vishakhapatnam.
Big Bazaar is not just another hypermarket. It caters to every need of customer’s family.
Where Big Bazaar scores over other stores is its value for money proposition for the Indian
customers. At Big Bazaar, customer will definitely get the best products at the best prices -
- that’s what Big Bazaar guarantee. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will
surprise customer. And this is just the beginning. Big Bazaar plans to add much more to
complete customers shopping experience

Departments with their Products

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 1) Men’s Department
Formals (Shirts & Pants)
Jeans T-Shirts
Major brands in this department
Pantaloon
2) Furniture Department
Dining Table
Bedroom Accessories
Hall accessories (Sofa sets, Chairs, Computer table etc)
Mattresses

3) Home Decor
Flower vase
Artificial Flowers
Religious gifts
Candle stand
Umbrellas
Photo Frames
Assorted color Stones
Frame Paintings
Water falls (artificial)
Birthday items

Chronology
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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

2005

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

2007

 The 50th Big Bazaar store is launched in Kanpur

 Big Bazaar partners with Futurebazaar.com to launch India's most popular
shopping portal

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

2010

 Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.
Adjudged the most preferred 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

 200th store opened in India

 Big Bazaar has come up a new logo with a new tag line: ‘Naye India
Ka Bazaar’
 For the convenience of the online customers, Big Bazaar has started
free shipping on all orders above Rs. 1000

2012
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  Partnered with Disney to launch "Kidz Cookies", exclusively for kids
across India
 Big Bazaar is planning to add further value to its retail services by
offering Value added services like grinding, de-seeding, vegetables
cutting at free of cost

1.4 INTRODUCTION OF D-MART STORE:

D-Mart offer products to satisfy the entire family’s needs. Merchandise offered
at D-Mart is always at lower prices. Stores are designed with customer convenience
in mind. D-Mart respects your intelligence by offering a wide choice of brand and
pack sizes, couple with easy-to-understand communications and information.

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Avenue Super Marts Ltd.
Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by
the store name D-Mart.
D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all
their daily household needs. A wide selection of home utility products is offered, including
foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home
appliances and much more.
Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a
trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh
and Karnataka. D-Mart is now looking forward to growing its stores across India.

Culture
At ASL, we’re strong believers in deriving excellence in customer service through
systemic training and rigor at work. We value simplicity and humility in our people and
strongly believe that integrity and merit is the only route to growth at ASPL. We hire
professionals who share our values and unabashedly lead by example.

Vision
It is our continuous endeavor to investigate, identify and make available new
products/categories for the customer’s everyday use and at the ‘best’ value than anybody
else.

Presence
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 D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda,
Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across Maharashtra,
Gujarat, Andhra Pradesh and Karnataka, in:

Maharashtra

 Mumbai
 Navi Mumbai
 Thane
 Pune
 Solapur
 Sangli

Gujarat

 Ahmedabad
 Rajkot
 Baroda
 Surat
 Anand
 Amravati
 Kolhapur

Andhra Pradesh
Hyderabad, Karnataka, Bangalor

Product offerings:

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D-Mart ofeers a wide selections of products in the following categories:
 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Gmaes Stationery
 Home Appliances
 Footwar

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 1.5 LITRATURE REVIEW
(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et
al 1998), withsome research efforts having attempted to explore the evolution of store image
formation(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis of
retail patronage studies (Pan & Zinkhan 2006). However, the existing literature did not retail
image. Consumers’ perception of store image is based, in part, on functional qualities that
the store may possess, and by other, less tangible or psychological attributes (Lindquist
1974). Lindquist analyzed over 20 studies dealing with store image formation and identified
35 different aspects that in reveal any prior studies where clustering techniques had been
used to study consumers’ perceptions of stofluence store image formation. These were
grouped into nine broad categories, including: merchandise, service, clientele, physical
facilities, convenience, promotion, store atmosphere, institutional attributes, and post-
transaction satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and
verified that “merchandise related aspects” (such as quality, pricing and assortment), and
“service related aspects” (such as quality in general and salesperson’s service) are
among the most important components of store image. A 1994 study by Baker, Grewal
and Parasuraman confirmed that “the store image literature suggests there are linkages
between merchandise and service quality, and store image.” A later study by Baker,
Grewal and Voss (2002) also confirmed that service quality was a key determinant of store
image. Given the prevalence in the literature of merchandise and service as two key
determinants in the formation of store image, these two attributes were selected for this
present study to gauge consumer’s perceptions of retail stores. These attributes were
incorporated in this study by obtaining consumer similarity judgments on retailers’ “service
quality” and “merchandise quality”. The clustering of retail stores based on these two
attributes will yield a better understanding of competition within the retailing industry.
This is of interest from a strategic marketing standpoint in that many off-price retailers
carry the same quality merchandise as other, higher priced retailers (namely, department
stores and specialty stores). In previous years, competition within the retail sector was
more clearly delineated in that department stores tended to compete with other
department stores; and in general, stores of a specific type tended to compete with like
stores in reality, these distinctions (at least with regards to merchandise quality) may not
be as clear today since off-price retailers often carry the same merchandise as specialty
and department stores. No longer can the competition be viewed as narrowly – merely by
store type - as it had been in the past for purposes of marketing strategy development.
Off-price retailers strive to convince consumers that their product quality is comparable
to that of department stores. This study will enable us to confirm whether consumer
perceptions of product quality will also yield information that would be of strategic interest
to retailers.

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 CHAPTER-2
Research
Methodology

2.1 Research Methodology:

Since the study is on retail sector first the detail study of the store is been conducted
about its Management team its structure the number of departments which all brands does
the store has, who are its suppliers about its warehouses.
Based on the topic objectives were set and to arrive at the opinion on objectives a set of
120 questionnaires were designed of 26 questions and response is collected from the
customers who are visiting the store. For data collection Random Convenient sampling
method was adopted. For this project the area of research is Ahemadabad.

2.2 RESEARCH OBJECTIVE

 To scan customer buying behavior.

 To know the promotional strategy of Big Bazar D-Mart.
 To know the relation between promotional strategy and buying decision.
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  To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to demand analysis.
 To analyse product mix.
 How Big Bazaar and dmart Establish and maintain the in retailing through
promotion
2.3 Data Collections Methods:

Market research requires two types of data i.e. secondary data and primary data.
Primary data has been used abundantly for the study. Well-structured questionnaires were
prepared & the survey was undertaken. Feedback for the display has been taken by asking
questions & observation has also done to gather primary information.

There is also a use of secondary data, collected from the various journals, books, and
websites & from Store managers.
Primary data - Field Survey

Secondary data - Big Bazaar records, D-Mart

records,Book ,Company Websites

Area of research: - Ahmedabad, himalya mall

,Sabarmati area
Research approach: - Survey method

2.4 Sampling Method

Since the study is restricted to Retail sector, all the functional Departments of Big Bazaar
& D-Mart and the respondents are found at the store only so according to the convenience
randomly they are being picked so sampling method is used in this study is Random
Convenient Sampling.
Sampling

Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

2.5 INDUSTRY ANALYSIS: - D MART

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D'mart Exclusive, Dolphin Mart's home decor and gifting solutions brand, plans to
open around 35 stores and is targeting a turnover of Rs 80 crore this fiscal. In the
current financial year, the company plans to invest a total sum of Rs 20-25 crore for
expansion. d'mart Exclusif plans to open 3 stand-alone showrooms, 15-16
boutiques at airports/ malls, and 14-16 franchise stores this fiscal. It also plans to
open a kiosk at T3 Terminal in Delhi and stores in tier 2 and 3 cities as well. The
company will also venture into e-commerce by the end of this year.
Dolphin Mart is the importer and distributor of premium signature art and decor
pieces including silverware, crystal ware, limited edition collectibles, objects d’art,
figurines, furniture accessories and gifts items, selected and sourced from
international brands in Italy, Spain, Germany, France, UK, and China. The company
claims that d’mart Exclusive is the sole product distributor for such premium
brands in India as per an agreement.

Speaking about the location preferences for its new stores, Praveen Rao, Vice
President, and Dolphin Mart, said: “The ideal location to open a new store depends
on a number of factors. Our first preference is stand-alone showrooms on high
streets, followed by reputed mall/shopping complexes.”

Highlighting the key requirements of a franchisee, he said that an exclusive

franchisee would be required to invest a sum of Rs1 crore and must have an area of
1,200 sq.ft. while a non-exclusive franchisee would have to invest Rs 30 lakh and
have an area between 800 and 1,000 sq.ft. For the shop-in-shop format, the
franchisee will have to invest up to Rs 20 lakh and must have an area of 500-600
sq.ft..”

He confirmed that d'mart Exclusive spends 10 percent of its total sales on

advertising and marketing including more than 15 exhibitions annually. Kiosks are
an important lead creation point for the retailer. Stores contribute 35 percent
towards total sales of d'mart Exclusive.
to Rao, among all the products sold at demark Exclusie, the price band between
Rest 25,000 and Rs 35,000 is the most popular among Indian customers. Worldwide
limited editions sell the most in India, contributing almost 60 percent towards the
total sales of the company.
There is a huge untapped market for the Rs 140 billion home improvement
vertical in India. Indian consumers have disposable incomes and are looking for
more upgraded lifestyles, which d'mart Exclusive caters to. The market has also
extended from metro to tier 2 cities as well, which shows exponential growth in the
sector.

Big bazaar

Big Bazaar: This hypermarket chain was introduced in India by Pantaloon Retail (India)
Limited. The year was 2001. The first store opened in Kolkata and was followed by stores in Hyderabad and
Bangalore, in a short span of 22 days. These stores contributed over Rs 43 crores to the company’s
Page 23
turnover and over Rs 2.89 crores to the PBDIT in the first year itself. In 2006-2007 more Indians discovered
the value of shopping in Big Bazaar. Big Bazaar launched 27 new stores in 22 cities, covering over 1.40
million square feet. While Big Bazaar continued to expand in the large cities it also tapped consumptions
potential in smaller cities like Agra, Allahabad, Coimbatore, Surat, Panipat, Palakkad, Kanpur, and Kolhapur.
By May 2008, there were 89 Big Bazaars spread across various cities and towns across the country.

“Jo bazaar mein milta who sab yahan milta hai” is how Rakesh Biyani Director Pantaloon Retail
(India) Limited describes Big Bazaar. The bazaar is a term commonly used for the market or
market place. Whenever any of us need anything the simplest way to get it is to go to the
bazaar. Big Bazaar represents a location where a customer can shop for anything that he needs
for which he would normally visit a bazaar or the markets.

Retail in India is still at a nascent stage. This case study has been prepared as a basis for
discussions, on evolving formats suitable for India.

Pantaloon Retail (India) Limited was incorporated as Manz Wear Private Limited in the year
1987. It became a public limited company in 1991 and was renamed Pantaloon Fashions (India)
Limited and then Pantaloon Retail (India) limited in 1999. Over the years the company has
accelerated growth through its ability to manage change. It integrated backwards into garment
manufacturing and expanded its retail network at the same time. It launched three successful
brands – Pantaloon trouser bar denims and John Miller shirts between 1987 and 1993.

The company introduced the concept of The Pantaloon Shoppe, an exclusive men’s wear retail
store, which expanded across India from 1994-1998 . In the year 1997, Pantaloon moved to
large format lifestyle retailing with the launch of Pantaloons India’s family Store. Pantaloon has
grown to a 29 store network and occupies 263,000 sq ft of the retail space. They contributed Rs
174 crores to the total turnover of the company.

The management was aware that in retail, size mattered. The business revolved around
volumes. Lifestyles retailing did not rally provide these volumes the volumes came from the
large Indian middle class market that was waiting to be tapped. Big Bazaar – the discount store
— was launched in the year 2001, to meet the aspirations of he middle class. In a short span of
two years it had added a Food Bazaar and Gold Bazaar to its ranges of offerings.

At the time of the launch of Big Bazaar there was no real precedent in the Indian market Giants
the RPG hypermarkets had opened in Hyderabad only two months prior to the launch of Big
Bazaar. A western model had to be adapted to suit the needs of the Indian environment various
local markets and local market leaders were studied. This was done to understand the product
mix and the prices offered. One of the key discount retailers studied was Sarvanna Stores in
Chennai.

Saving is the 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.

Page 24
2.6 Company overview
Big bazaar
Big Bazaar Pvt., Ltd. operates as a hypermarket. The company offers
fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sports goods, electronics, toys, footwear, men's and women's apparel, accessories such as
sunglasses, watches, and handbags, luggage, fruits, vegetables, and stationary products.
The company sells its products through its retail stores located nationwide. Big Bazaar Pvt.,
Ltd. was founded in 2001 and is based in Mumbai, India. Big Bazaar Pvt., Ltd. operates as
a subsidiary of Future Group.
Kishore Biyani said he is not holding talks with anybody to sell stake in Big
Bazaar Pvt., Ltd and Food Bazaar, Inc. as Future Group has sorted out its debt crisis. "We
are not in discussions with anybody. I don't want to divest my core retail business now. I
want to run it," Kishore Biyani told ET. "Our debt levels are very comfortable and divestment,
if any, will only be in non-core assets," the Future Group Chief said. "In the past one month,
Biyani has managed to reduce his debt by INR 60 billion. Now, he is in no hurry to sell any
of his core businesses," the person close to Future Group said.

Page 25
 Mitsubishi Corporation is looking to acquire a stake in Big Bazaar Pvt., Ltd.
Mitsubishi had made it a pre-condition to invest in Future Group’s food sourcing and back-
end infrastructure, sources familiar with the matter said. Mitsubishi and Future Group
discussed the issue in the US last week and Mitsubishi has even suggested a convertible
structure that will allow an equity stake in Big Bazaar. Kishore Biyani was unavailable for
comments and his spokesperson said the matter was speculative. Mitsubishi did not
respond to Business Standard seeking comment.

D mart
Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of
imported rare collectibles ranging from home dcor, art pieces, corporate gifts, furniture and
furniture accessories under two established premium brands namely dMart Exclusif and
Woodmart Exclusif. A national player in the premium luxury segment, is dedicated to offering
a range of aspirational and lifestyle decoratives handpicked from renowned world class
brands across the world, with products from the classic to the contemporary.

“It is a challenge to handle fresh produce,” says S Jagdish Krishnan, chief

operating officer, retail and bakery divisions, at Heritage Foods. “For, it goes through the
farmer-broker-wholeseller-retailer chain which roughly takes a day. If we work along with
farmers and process it quickly, we can sell it profitably.” Besides, it also has a 50-member
team which procures 55 per cent of its fresh produce locally in the areas where it
operates.

It has one of the largest multi-product, multi brand service centre in the country, where
400 service staff and 120 skilled technicians work, who provide after-sales, collection and
delivery services to customers.
So whenever a customer buys a big product like air-conditioner, its service centre is
informed about the purchase which in turn calls the customer and says it will send
technicians to install it. Its technicians get in touch with customers and install it.

2.7 Analysis and interpretation

SWOT ANALYSIS

Strengths:

 High brand equity enjoyed by Big Bazaar

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
Page 26
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods
Weakness:
 Unable to meet store opening targets on time
 Falling revenue per sq ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
 Limited only to value offering low price products. A no of branded products are still
missing from Big Bazaar’s line of products. E.g. Jockey, Van heusen,

Opportunity:
 A lot of scope in Indian organized retail as it stands at approximately 4%.
 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large variety
under one roof

Threats:
 Competition from other value retail chains such as Shoprite, Reliance (Fresh and
trends), Hypercity and D mart.
 Unorganized retail also appears to be a threat to Big Bazaar’s business. A large
population still prefers to visit local convenient stores for daily purchases
 Changing Government policies
 International players looking to foray India

Page 27
 CHAPTER-3
Data analysis

3.1 Definition of Marketing mix.

Marketing mix is the combinations of elements that you will use to market your product.
There are four elements: Product, Place, Price and Promotion. They are called the four Ps
of the marketing mix. Some people think that the four Ps are old fashionable and propose a
new paradigm: The four Cs!* Product becomes customer needs; Place becomes
convenience, price is replaced by cost to the user, promotion becomes communication. It
looks like a joke but the Cs is more customer-oriented.

Page 28
Fig.3.1

Page 29
Store’s advertisement
Store No. %

Big-Bazaar 74 61.67

D-Mart 46 38.33

Total 120 100

Fig.3.2

ANALYSIS:
From the survey, from 120 respondents, gave response for more powerful advertise to Big-
Bazaar is 61.67% & D-Mart is 38.33%.

INTRPRETATION:
Majority of the customers are give response for most powerful advertisement is Big-Bazaar.
We can also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding, newspaper, is most of the part of purchasing by
advertisement.

Page 30
3.2 4p’s of Big Bazaar & D-Mart

Product:
 Purchasing a product in Store

Store NO. %
Big-Bazaar 52 43.33
D-mart 38 31.67
Both 30 25.5
None 0 0.0
Total 120 100

Fig.3.3

ANALYSIS:

From the survey, from 120 respondents, gave response Big-Bazaar is 43.33% & D-
mart is 31.67% & both is 17.5% and none 7.5%.

INTERPRETATION:

Majority of the customers are given response to Big-Bazaar, We can also interpret from
this that big bazaar has located itself in a good place from where it is able to attract
customers. As a hypermarket which is to be located far off the city, big bazaar has located
itself in a good place from where it is convenient for people to visit big bazaar.
Page 31
Big-Bazaar
Big Bazaar offers a wide range of products which range from apparels, food, farm
products, furniture, child care, toys, etc. of various brands like Pantaloon, Levis, Allen
Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.
Big Bazaar also promotes a number of in house brands like:
- DJ & C
- Tasty Treat

 End. Notes
 Four Cs! - Consumer wants and need Vs Product
- Cost to satisfiy Vs Price
- Convenience to buy Vs Place
- Communication Vs Promotion
 HUC - Hindustan Unilever Ltd.
 ITC - Indian Tobacco Company
 P&G - Procter & Gambler

 Choose the product from the store.

Big-Bazaar

1 2 3 4 5 6

% % % % % %

Advertisement 17.05 20.45 9.09 11.36 17.61 24.43

Reference 11.93 16.47 20.45 15.9 14.77 20.45

Experience 16.48 14.78 21.02 14.2 11.36 22.16

Quality 16.48 9.66 24.43 22.16 15.91 11.36

Quantity 21.59 21.02 10.8 12.5 24.43 9.66

Service 16.48 17.61 14.2 23.86 15.91 11.93

Page 32
 Fig.3.4

ANALYSIS:
From the survey, from 120 respondents, gave response for choose product from the
store to First rank Big-Bazaar is 17.04%, & Second rank is 20.40%, & Third rank is 9.09%,
& Fourth rank is 11.36%, & Fifth rank is 17.61%, & Sixth rank is 24.46% of them
Advertisement. Give First rank is 11.93%, & Second rank is 16.48%, & Third rank is 20.45%,
& Fourth rank is 15.90%, & Fifth rank is 14.77%, & Sixth rank is 20.45%, of them Reference.
Give First rank is 16.48%, & Second rank is 14.78%, & Third rank is 21.02%, & Fourth rank
is 14.20%, & Fifth rank is 11.36%, & Sixth rank is 20.15%, of them Experience. Give First
rank is 16.48%, & Second rank is 9.66%, & Third rank is 24.43%, & Fourth rank is 22.15%,
& Fifth rank is 15.90%, & Sixth rank is 11.36%, of them Quality. Give First rank is 21.59%,
& Second rank is 21.02%, & Third rank is 10.79%, & Fourth rank is 12.15%, & Fifth rank is
24.43%, & Sixth rank is 9.65%, of them Quantity. Give First rank is 16.48%, & Second rank
is 17.61%, & Third rank is 14.20%, & Fourth rank is 23.66%, & Fifth rank is 15.90%, & Sixth
rank is 11.93%, of them Service.

INTREPRETATION:
Majority of the customers are gave response for quantity is the most choose the product
from the store. We can also interpret that Big Bazaar is designed as an agglomeration of
bazaars or Indian markets with clusters offering a wide range of merchandise including
fashion and apparels, food products, general merchandise, furniture, electronics, books,
fast food and leisure and entertainment sections are also of this product are available in
bulk at big bazaar.

D-Mart
D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-Mart
is always at lower prices. Stores are designed with customer convenience in mind. D-Mart

Page 33
respects your intelligence by offering a wide choice of brand and pack sizes, couple with
easy-to-understand communications and information.
D-Mart ofeers a widw selections of products which range from pparels,Foods, Toiletries
and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games
Stationery, Home Appliances, Footwear.
The service offered was somewhat okay. As soon as we went in, the security (lady) informed
us that she was putting our belongings inside a D-Mart’s green clothed bag and sealing it.
Even the purse bag of my mother was sealed inside. We had to argue with the security
guard and finally we managed to get the purse out. We began shopping with 10 minutes of
wasted time and a rather bad mood to begin shopping with.
The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell without
understanding the requirements of the customer. On the Priya pickle offer (1free for 2
bought) the staff lady wanted us to buy the same pickle three times. This was a stupid idea,
what would we do with 3 achaars of the same mango, or ginger, or lime? Finally after we
explained the stupidity behind her reasoning she relented and let us chooses a variety of
three

 Choose the product from the store.

D-Mart
1 2 3 4 5 6
% % % % % %
Advertisement 16.13 22.58 20.16 13.71 12.1 15.32
Reference 14.51 19.35 15.32 18.55 20.16 12.1
Experience 25 17.74 22.58 8.06 11.29 15.32
Quality 23.39 12.1 7.26 17.74 16.13 23.39
Quantity 10.48 13.71 20.97 21.77 17.74 15.32
Service 10.48 14.52 13.71 20.16 22.58 18.55

Fig.3.5

Page 34
ANALYSIS:

Give response for choose product from the store to First rank D-Mart is 16.12%, &
Second rank is 22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank is
12.09%, & Sixth rank is 15.32% of them Advertisement. Give First rank is 14.51%, & Second
rank is 19.35%, & Third rank is 15.32%, & Fourth rank is 18.54%, & Fifth rank is 20.16%, &
Sixth rank is 12.09%, of them Reference. Give First rank is 25%, & Second rank is 17.74%,
& Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is 11.29%, & Sixth rank is
15.32%, of them Experience. Give First rank is 23.38%, & Second rank is 12.09%, & Third
rank is 7.25%, & Fourth rank is 17.74%, & Fifth rank is 16.12%, & Sixth rank is 23.38%, of
them Quality. Give First rank is 10.48%, & Second rank is 13.70%, & Third rank is 20.96%,
& Fourth rank is 21.77%, & Fifth rank is17.74%, & Sixth rank is 15.32% of them Quantity.
Give First rank is 10.48%, & Second rank is 14.51%, & Third rank is 13.70%, & Fourth rank
is 20.16%, & Fifth rank is 22.58%, & Sixth rank is 18.54% of them Service.

INTERPRETATION:

Majority of the customers are gave response for quality choose the product from the
store. We can also interpret that D-mart are provided to customers good quality of products.
And many people are satisfied to service & quality.

Page 35
Pricing:

 Unexpected offers

No. %

Yes 71 59.17

No 49 40.83

Total 120 100

Fig.3.6

ANALYSIS:
From the survey, from 120 respondents, gave response for like to make your
purchase under unexpected offers to Yes is 59.17%, & No is 40.83%.

INTERPRETATION:
Page 36
 Majority of the customers are give response for interested to buy under unexpected
offers only.

Big-Bazaar

The pricing objective at Big Bazaar is to get ³Maximum Market Share. Pricing at Big
Bazaar is based on the following techniques:
 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 also used to attract customers. Big Bazaar also caters on Special
Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
 Differentiated Pricing:

Differentiated pricing i.e. difference in rate based on peak and non- peak hours or days
of shopping is also a pricing technique used in Indian retail, which is aggressively used
by Big Bazaar. e.g. Wednesday Bazaar

Bundling:
It refers to selling combo-packs and offering discount to customers. The combo- packs
add value to customer and lead to increased sales. Big Bazaar lays a lot of importance
on bundling.
e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)
5kg oil + 5kg rice + 5kg sugar for Rs 599

D-Mart
The prices offered are economical over here. D-Mart offers minimum 5% discount on
MRP on all items except medicines, grocery and vegetables and fruit items .
The product mix was fairly good. Lot of variety was available for all types of products.
The assortments done for apparels was as per the price in descending order and as per the
size i.e. extra large, large, medium and small. Also, in nearby racks the assortment was as
per size nos. i.e. 28, 30, 32, etc for trousers and 38, 39, 40, 42, 44, etc. for shirts.
D-Mart gift coupons us an ideal way for organization to reward or gift their employees.
D-Mart offers gift coupons in denominations of 250 (worth Rs 250) and 500 (worth Rs 500).
Individuals may also receive gift coupons if their off-take us Rs 10,000 or more.

Place:

Page 37
 Distance of store

No. %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.16
More thane 15 14 11.66
Total 120 100

Fig.3.7
ANALYSIS:
From the survey, from 120 respondents, gave response for How much distance to
the store to 32.5% of them 0-5 km, & 41.68% of them 5-10 km, & 14.16% of them
10-15 km, & 11.66% of them More than 15 km.

INTERPRETATION:
Page 38
 Majority of the customers are give response for 0-5 km distance to the store.

 Parking facility
No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Fig.3.8
ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the parking
facility provided to Yes is 65.83%, & No is 34.17%.

INTERPRETATION:

Page 39
 We interpret that majority of the customers are satisfied with the parking space
availability provided by store. Hence In holidays probably it will be very essay for customers
to park their vehicle in store.

 Location of store

No. %

Yes 83 69.17

No 37 30.83

Total 120 100

Fig.3.9

ANLYSIS:
From the survey, from 120 respondents, gave response for happy with the location
of the store to Yes is 69.17%, No is 30.83%.

INTERPRETATION:
Majority of the customers are give response for happy with the location of the store.
We can also interpret from this that store has located itself in a good place from where
it is able to attract customers. As a hypermarket which is to be located far off the city,
Page 40
 store has located itself in a good place from where it is convenient for people to visit
store.

3.4 Big-Bazaar

The Big Bazaar stores are operational across three formats ² 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 lake sqft. Currently Big Bazaar operates in over 34 cities and towns
across India with 116 stores. Apart from the Metros these stores are also doing well in the
tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at
starting stores in developing areas to take an early advantage before the real estate value
booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year
expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also
launched a website www.futurebazaar.com, which helps customers to orders products
online which will be delivered to their doorstep. This helps in saving a lot of time of its
customers.

3.5 D-Mart
The D-Mart stores are operational across three formats hypermarkets spread over 30,000-
35,000 sq ft, the Express format over 7,000-10,000 sq ft and the Super Centers set up over
1 lake sqft. Currently D-Mart operates in over 15 cities and towns across India with 70 stores.
These stores are normally located in high traffic areas. Which helps customers to orders
products online which will be delivered to their doorstep? This helps in saving a lot of time
of its customers.

Page 41
Promotion:
 Choose factor for most while purchasing.
Big-Bazaar
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92
Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73
Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32
Availability of Products 09 12.16 08 18.91 14 18.92 25 33.78 08 10.81

Quantity 11 14.86 13 17.57 04 05.41 16 21.62 12 16.22

Total 74 100 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 15 32.61 12 26.09 14 30.43 07 21.73 04 08.69
Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61
Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22
Availability of Products 05 10.87 08 17.39 03 06.52 03 6.53 11 23.91

Quantity 06 13.04 03 06.52 15 32.60 07 15.22 09 19.55

Total 46 100 46 100 46 100 46 100 46 100

Page 42
 Fig.3.10

ANALYSIS:
From the survey, from 120 respondents, gave response for Choose from factor which
attracted you most while purchasing, to give first rank Big-Bazaar is 29.73%, & second rank
is 20.27%, & third rank is 22.97%, fourth rank is 13.51% and five rank 18.92% of
them Offer. Give First rank D-Mart is 32.61%, & Second rank is 26.09%, & Third rank is
30.43%, & Fourth rank is 21.73% and five 8.69% of them Offer. Give first rank Big-Bazaar
is 20.27%, & second rank is 16.21%, & third rank is 25.68%, fourth rank is 31.08% of them
Service. Give First rank D-Mart is 34.78%, & Second rank is 19.56%, & Third rank is
13.04%, & Fourth rank is 32.60% of them Service. Give first rank Big-Bazaar is 22.99%, &
second rank is 20.28%, & third rank is 16.22%, fourth rank is 40.54% of them Quality. Give
First rank D-Mart is 19.57%, & Second rank is 13.06%, & Third rank is 28.26%, & Fourth
rank is 39.14% of them Quality. Give first rank Big-Bazaar is 14.86%, & second rank is
35.14%, & third rank is 35.13%, fourth rank is 14.87% of them Availability of Product. Give
First rank D-Mart is 23.91%, & Second rank is 34.78%, & Third rank is 34.79%, & Fourth
rank is 6.53% of them Availability of Product.

INTERPRETATION:

Majority of the customers are like to offer to Big-Bazaar. & like service to D-Mart. We can
also interpret that some people are like Wednesday Discount Offers on Food, Fashion,
household Items at Big Bazaar. it’s means wide range of products available in big bazaar.
and D-Mart are Even it provides a good service and ambience to its customers who
encourage them to visit d-mart more and more times. So that customers can get more
satisfaction.

Page 43
  Source about outlet
Big-Bazaar D-Mart
Source
No. % No. %
T.V. 18 24.3243 11 23.9130
Hoarding 19 25.6756 8 17.3913
Bus Painting 13 17.5675 10 21.7391
News Paper 24 32.4324 17 36.9565
Total 74 100 46 100

Fig.3.11

ANALYSIS:

From the survey, from 120 respondents, gave preference for Big-Bazaar is 24.32%
of them T.V., & 25.67% of them Hoarding. & 17.56% of them Bus Painting. & 32.43%
of them News Paper. And Give preference for D-Mart is 23.91% of them T.V. &
17.39% of them Hoarding, & 21.73% of them Bus Painting, & 36.95% of them News
Paper.

INTERPRETATION:

Majority of the customers are gave response for News paper is the most influencing
factor which is responsible for awareness of Big Bazaar & D-Mart. We can also
interpret that some people are visited a store through seen to advertisement in news
paper. The various promotion schemes used at Big Bazaar include.

 Offer
Page 44
 Big-Bazaar D-Mart
Offer 1 2 3 1 2 3
No. % No. % No. % No. % No. % No. %
Buy 1,Get 1 free 26 35.22 25 39.2 23 25.57 14 30.43 9 19.56 23 50.00
Gift Voucher 31 41.48 29 38.65 14 19.88 20 43.47 13 28.26 13 28.26
Future Card 17 23.29 20 22.15 37 54.55 12 26.08 24 52.17 10 21.73
Total 74 100 74 100 74 100 46 100 46 100 46 100

Fig.3.12
ANALYSIS:
From the survey, from 120 respondents, gave response for like the most offer to
give first rank Big-Bazaar is 35.22% & second rank is 39.2% & third rank is 25.57%. And
give first rank D-mart is 30.43% & second rank is 19.56% & third rank is 50.00%.of them
Buy 1, Get 1 free. Give first rank Big-Bazaar is 41.48% & second rank is 38.65% & third
rank is 19.88%. And give first rank D-mart is 43.47% & second rank is 28.26% & third rank
is 28.26%.of them gift voucher. Give first rank Big-Bazaar is 23.29% & second rank is
22.15% & third rank is 54.55%. And give first rank D-mart is 26.08.55% & second rank is
52.17% & third rank is 21.73% of them future card.

INTERPRETATION:
Majority of the customers are give first rank gift voucher to Big-Bazaar & D-mart. We
can also interpret that Big Bazaar & D-Mart is the destination where you get products
available at prices lower than the MRP, setting a new level of standard in price, convenience
and quality, making Big Bazaar & D-Mart, India’s favorite shopping destination. Big Bazaar
& D-Mart Gift Vouchers are available in convenient denominations of Rs. 50, 100, 250, 500
& 1000. They are redeemable at all Big Bazaar & D-Mart stores across India. Some people
are don’t like service of future card.

Big-Bazaar

 “Saal ke sabse saste 3 din”

 Hafte ka sabse sasta din “Wednesday bazaar”

 Exchange Offers “Junk swap offer”

Page 45
  Future card(3% discount)
 Shakti card
 Advertisement (print ad, TV ad, radio)
 Brand endorsement by M.S Dhoni and Asin
Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like
Westside, Shoppers stop and Lifestyle. They are:
 “Keep West- a Side. Make a smart choice!”

 “Shoppers! Stop. Make a smart choice!”

 “Change your Lifestyle. Make a smart choice!”
 Each party is free to accept or reject the exchange offer.
 Each party believes it is appropriate or desirable to deal with the other party.
Whether exchange actually takes place depends upon whether the two parties can
agree on terms that will leave them both better off (or at least not worse off) than before.
Exchange is a value-creating process because it normally leaves both parties better off.
Note that exchange is a process rather than an event. Two parties are engaged in exchange
if they are negotiating-trying to arrive at mutually agreeable terms. When an agreement is
reached, we say that a transaction takes place. A transaction involves at least two things of
value, agreed-upon conditions, a time of agreement, and a place of agreement. Usually a
legal system exists to support and enforce compliance among transactions. However,
transactions do not require money as one of the traded values. A barter transaction,
e.g., involves trading goods or services for other goods or services

 Tagline of big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’?

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Page 46
 Fig.3.13

ANALYSIS:

From the survey, from 120 respondents, gave response for agree with the tagline of
big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’ to Yes is 65.83% & No is 34.17%.

INTERPRETATION:
Majority of the customers are give response for satisfied with the tagline of big bazaar
‘Isse Sasta Aur Acha Kahin Nahin’ we can also interpret from this that tagline of big bazaar
is an even it provides more wide range of product.

D-Mart
Promotion and sales offers were present for most of the items. There were a discount of
10 % on all Navneet products and Cadbury celebrations. There was one separate whole
shelf for garbage dust bin bags selling at Rs.29 wherein the actual MRP was Rs.45.In case
of apparels there is a variety available ranging from menswear, women swear and kids
wear.

Advertising
When D-mart had opened up, on the way towards Nahur station, there was a hoarding
nearly for 3 months to advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales.Promotional
tools are very much important for D-Mart, in incrasing sales and also in introducing new
products.
Customers are also satisfied with the promotional tools of D-Mart, mostly they are satisfied
with the discount offers.
Customer are satisfied with the products of D-Mart and also with the behavior of the
employees.
To knoe abiut sales promotional technoques and its effectiveness of D-mart.

Page 47
The study will be carride out in the city of ahmedabad and wwill enable D-Mart to understand
which consumer and sales promotion scheme are beneficial and like by cistomer so as to
retain for longer period.
This reasearch is helpful to know type of sales promotional scheme used by retail store and
to motivate the consumer for buying the products.

 Tagline of D-Mart ‘Daily Discounts, Daily Savings.!

No. %

Yes 69 57.5

No 51 42.5

Total 120 100

Fig.3.14
ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of
D-Mart ‘Daily Discounts, Daily Savings…!’ to Yes is 57.5% & No is 42.5%.

INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart ‘Daily
Discounts, Daily Savings…!’ we can also interpret from this that tagline of D-Mart It
is also clearly known that D-Mart sales its goods at a discounted price as compared
to the market. Even it provides a good service and ambience to its customers who
encourage them to visit D-Mart more and more times.
 Advertisement effects in shopping behavior.
No. %.

Yes 88 73.33

No 32 26.67

Total 120 100

Page 48
 Fig.3.15
ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your
shopping behavior to Yes is 73.33% & No is 26.67%.
INTERPRETATION:
Majority of the customers are give response for advertisement effect in shopping
behavior to People mostly come to store as they get various kinds of products under
one roof. Store should try and produce more qualitative products so that customers
can get more satisfaction and would never think of not doing shopping in store.

 Promotional activities conducted by store

No. %

Yes 64 53.33

No 56 46.67

Total 120 100

Fig.4.1

Page 49
ANLAYSIS:

From the survey, from 120 respondents, gave response for aware of promotional
activities conducted by store to Yes is 53.33%, & No is 46.67%

INTERPRETATION:
Majority of the customers are given response for aware of promotional activities
conducted by store. We are also interpreting that product categories like grocery and
clothes, big bazaar has many local branded products. Customers purchase a lot of
these as its cheap in price even though its quality is not so good. As most of the
customers belong to lower class and middle class people, they purchase those local
branded products as it gives them value for money. Different products of the same
category have different prices. Some customers also pre decides the brand on the
local manufactured grocery and food products of the store. Store should include more
of the branded products in its each category so that customers have more options to
choose among the brands. This will bring in more number of people to store which
will definitely increase the sales.

 Purchase pattern changes at the promotions.

No. %

Yes 39 32.5

No 81 67.5

Total 120 100

Page 50
 Fig.4.2
ANALYSIS:

From the survey, from 120 respondents, gave response for purchase pattern
changes, looking at the promotions to Yes is 32.5%, No is 67.5%.

INTERPRETATION:
Majority of the customers are give response to don’t believe that promotions is
responsible for their purchase decision.

Page 51
4.1 Big-Bazaar

DEVELOPING YOUR PROMOTIONAL STRATEGEY

Developing an effective promotional strategy demands more than just being aware of the
tools promotional. Promotion is an ongoing process that requires much planning. A strategy
is simply a careful plan. The effectiveness of your strategy depends on more than how much
money you put into it. Effectiveness results from the thoroughness of your planning and the
consistency with which you carry it out.

Promotional Strategies

“ How do I get my Product/Service out there?” This is a question that many people who plan
to being their own businesses, or even larger companies who have already established a
name for themselves, frequently ask. Your product or service may be the latest and greatest
on the market today, but that doesn’t help you if no one know it exists. You need to find
some way to make yourself and your product known.
That is where promotion comes into play. But what exactly is promotion? Well, The act of
promoting or the fact of being promoted; advancement. Encouragement of the progress,
growth, or acceptance of something, furtherance. Advertising, publicity. Essentially this
covers everything from commercial to magazine ads and even free items given out at
exhibitions and trade shows. Promotion is preformed many different ways by many different
people but when it all comes down to it there is really only one purpose.

Page 52
4.2 D-Mart External Design:
As mentioned earlier D-MART is located in the middle of three bustling towns,
namely Mulund, Bhandup, and Nahur. The exterior design of D-MART is very ordinary
and functional at best. It consists of a small complex with trees lining its front entrance.
The building is painted white with D-MART logo clearly visible from the road. The exterior
also houses certain food and refreshment stalls for the shoppers to enjoy

Interior Design

The interiors were predominantly green thus associating it with the colour of their logo.
This also made the store look more spacious and organized. As far as the flooring is
considered the whole store was floored with ceramic tiles. Adequate light was present
focusing on the merchandise as well as for the convenience of the customers. Music was
pure soft Hindi music which appealed to the target customers. Separate entrance is present
for the physically challenged.

Layout:
Layout is fairly simple and it is kept simple with a view to keep everything that
customer in his eye sight and reach. The whole store has been divided into various
sections according to the categories that are stacked there was found the most used
products i.e. FMCG* were very easy to support and purchase.

ImageSetup:
The image that D-Mart wants to set up is that of a discount store that offers most of the
products with all the major brands. D-Mart is a store offers value for money. The store puts
various offers on products some throughout the year and some periodically. When a
customer enters the gate first thing he notices are the boards that say “Minimum 5%
discount on all products”. This itself makes customer think of a good value for money

Page 53
TARGET CUSTOMER:

D-mart projecting itself as a discount store targets the middle income group. The area
in which it is located is predominantly middle class residential area. So the location is such
that it is very convenient for its target customers. Also it is a very fast growing and value
conscious segment. In order to attract their attention, D-mart keeps giving several offers that
directly projects greater value to the customer.

Page 54
  Service provided by store

No. %

Yes 74 61.67

No 46 38.33

Total 120 100

Fig.4.3
Big-Bazaar
1 2 3 4
Services
No. % No. % No. % No. %
Food 29 39.18 21 28.36 15 20.27 9 12.16
Clothe 22 29.72 19 25.63 13 17.58 20 27.02
Accesseries 13 17.58 14 19.00 27 36.52 20 27.02
Stationary 10 13.51 20 27.02 19 25.63 25 33.78
Total 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4
Services
No. % No. % No. % No. %
Food 10 21.73 12 26.08 20 43.47 4 8.70
Clothe 12 26.08 8 17.40 12 26.08 14 30.43
Accesseries 15 32.61 13 28.26 9 19.56 9 19.56
Stationary 9 19.56 13 28.26 5 10.87 19 41.30
Total 46 100 46 100 46 100 46 100

Page 55
ANALYSIS:

From the survey, from 120 respondents, gave response for satisfied with service
provided by store to Yes is 61.67%, & No is 38.33%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with service provided by store.
It is a threat for big-bazaar & d-mart as some of the attributes of other organized stores
facility provides more satisfaction to customers. People mostly come to big bazaar & d-
mart as they get various kinds of products under one roof, It is also clearly known that
big bazaar & d-mart provided to good quality of the product.

 Services of store

Fig.4.4

Page 56
ANALYSIS:
From the survey, from 120 respondents, gave response for purchase, what kind of
service go to the store, to give first rank Big-Bazaar is 39.18%, & second rank is 28.36%, &
third rank is 20.27%, fourth rank is 12.16% of them Food. Give first rank D-Mart is 21.73%,
& second rank is 26.08%, & third rank is 43.47%, & fourth rank is 8.70% of them Food. Give
first rank Big-Bazaar is 29.72%, & Second rank is 25.63%, & third rank is 17.58%, & Fourth
rank is 27.02% of them clothe. Give first rank D-Mart is 26.08%, & Second rank is 17.40%,
& Third rank is 26.08%, & Fourth rank is 30.43% of them clothe. Give first rank Big-Bazaar
is 17.58%, & Second rank is 19.00%, & Third rank is 36.52%, & Fourth rank is 27.02% of
them Accessories. Give First rank D-Mart is32.61%, & Second rank is28.26%, & Third rank
is 19.56%, & Fourth rank is 19.56% of them Accessories. Give First rank Big-Bazaar is
13.51%, & Second rank is 27.02%, & Third rank is 25.63%, & Fourth rank is 33.78% of them
Stationary. Give First rank D-Mart is 19.56%, & Second rank is 28.26%, 10.87& Third rank
is %, & Fourth rank is 41.30% of them Stationary.

INTERPRETATION:

Majority of the customers are give First rank food items to big bazaar and accessories
to D-Mart. From this we interpret that some of the products brand are pre decided in advance
and for some of the products customers don’t at all pre decide any brand. As per food items
are concerned customers pre decide the brand as many branded food items are available
in big bazaar. The customers pre decides brands on cloths and grocery most as big bazaar
produces much of local brands and also have some well known branded products of clothes
with it like flying machine jeans. As per accessories items are concerned customers pre
decide the brand as many branded accessories items like that furniture, house decoration,
etc. are available in D-Mart. The customer’s pre decides brands on grocery most as D-Mart
produces much of local brands and also have some well known branded products.

Page 57
4.3 Organizational Structure (Zonal)
Organization is a set of people working together for accomplishment of a common
objective. The role adn responsibilities are stated clearly without any ambiguity. The
positions occupied by different individuals are presented in the form of resources.
An organization structure consist of activities such as task allocation, coordination
and supervision, which are directed towards the achivement of organization aims. It ca also
be considered as the viewing glass or perspective through which individuals see their
organization and its environment. An organization can be structure in many different ways,
depending on their objective. The structure of an organization will determine the modes in
which it operates and performs.
Organizational structure allows the expressed allocation of responsibilities for different
entities such as the branch, department, workgroup, and individual. Organization structure
affects organizational action in two big way. First , it provided the foundation on which
standard operating procedures and routines rest. Second, it determines which individuals
get to participate in which decision-making processes.

Page 58
 Fig.4.5

Store Structure

The store structure of a retail store will vary by the size and type of the business. Most
tasks involved with operating a retail business will be the same. However, small or
independent retail stores may combine many sectors together under one division, while
larger stores create various divisions for each particular function along with many layers of
management.
For example, the small specialty shop may have all of its employees under one
category called Store Operations. A large department store may have a complete staff
consisting of a manager, assistant manager and sales associates for its Sporting Goods
department, Home and Garden, Bed and Bath, and each additional department.
In order to define the store's organization, start by specifying all tasks that need to be
performed.

Then divide those responsibilities among various individuals or channels. Group and
classify each task into a job with a title and description. The final step is to develop an

Page 59
organizational chart.

Fig.4.6

Page 60
4.4 CUSTOMER BUYING DETERMINANTS:

Customer’s satisfaction with a product depends upon how well the product performance
lives up to customer expectation. It is a key influence on future buying behavior.

Consumers make many buying decisions every day. Most large companies research
Consumers buying decisions in great details to consumer questions about what customer
buy, where customer buy, how and how much they buy, why they buy.

It is very easy to get the answer to first three questions. but finding way they buy is very
difficult because it require studying deep the Consumer behaviour. The model of the
customer buying behavior answer the question affecting buying behavior of the customers.
Consumers make many buying decisions every day. Most large companies reaserch
consumer buying decision in grat details to answer question about what cinsumer
buy, where they buy, how and ho

They are every where on the T.V. hoarding, posters and print media. Brands while
proclasiming their positive qualities pull down those of their rivals. Intagible assets such as
brands, patents and know now have become incrasingly dominats elements of company
value. Brand are widely recognized as corporate assets but have been historically evaluated
on non financial attributes like awareness, recognition.

 Demographic Analysis- Age

Male Female
Age
No. % No. %
18-20 24 35.82 21 39.62
21-26 17 25.37 13 24.53
26-30 15 22.39 9 16.98
Above 30 11 16.42 10 18.86
Total 67 100 53 100

Page 61
 Fig.4.7

ANALYSIS:

From the survey, from 120 respondents, gave response Male is 35.82% & Female is
39.62% of them 18-20 year., and gave preference Male is 25.37% & Female is
24.53% of them 21-26 year., and gave preference Male is 22.39% & Female is
16.98% of them 26-30 year., and gave preference Male is 16.42% & Female is
18.86% of them Above 30 year.

INTERPRETATION:
Majority of the Male and Female customers are gIven response for 18-20 year,
means his prefer to store and

 OCCUPATION:
Male Female
Occupation
No. % No. %
Student 27 40.29 18 33.96
Employed 18 26.86 23 43.39
Self Employee 22 32.84 12 22.64

Page 62
Total 67 100 53 100

Fig.4.8
ANALYSIS:
From the survey, from 120 respondents, gave response Male is 43.71% & Female is
39.85% of them Student., and gave preference Male is 40.72% & Female is 44.36%
of them Employed., and gave preference Male is 15.57% & Female is 15.79% of
them Self employee.

INTERPRETATION:
Majority of the male customers are given response to Student & Female customer
are gave response to employed. We can also interpret that some boys are like visited
to store. Because some boys are purchase a sport equipment (ball, bats, helmets,
hoops, goals, etc.), & jeans-T-shirt. Majority female are purchase a household items,
jewel mart.

 Family Member
Male Female
Member
No. % No. %
0-2 9 13.43 6 11.32
2-4 33 49.25 19 35.85
4-6 10 14.92 18 33.96
More thane 6 15 22.39 10 18.87
Total 67 100 53 100

Page 63
 Fig.4.9
ANALYSIS:
From the survey, from 120 respondents, gave response Male is 13.43% & Female is
11.32% of them 0-2 member, and gave preference Male is 49.25% & Female is
35.85% of them 2-4 member, and gave preference Male is 14.92% & Female is
33.96% of them 4-6 member, and gave preference Male 22.39% & Female 18.87%
of them More than 6 member.
INTERPRETATION:
Majority of the male & female customers are given response for 2-4 family member.
We can also interpret that mostly customer are not visited a store in more thane 6
family member.

 Visit a store.
Time No. %
Daily 16 13.33
Weekly 48 40.00
Monthly 53 44.17
Yearly 3 2.5
Total 120 100

Page 64
 Fig.4.10
ANALYSIS:
From the survey, from 120 respondents, gave response Daily is 13.33% & Weekly is 40.00
& Monthly is 44.17% and Yearly 2.5%.

INTRPRETATION:
Majority of the customers are give preference to store visited monthly. We can also interpret
that some of the customer vis-ited weekly and monthly basis for purchase their
requirements.

Page 65
  Expense shopping.

Amount No. %
Below 1000 22 18.33
1000-2000 27 22.5
2000-5000 46 38.33
More thane 5000 25 20.83
Total 120 100

Fig.4.11

ANALYSIS:
From the survey, from 120 respondents, gave response for monthly expense while
shopping to Below Rs.1000 is 18.33% & Rs.1000-2000 is 22.5% & Rs.2000-5000 is
38.33% and more thane Rs.5000 is 20.83%.

Page 66
INTERPRETATION:

We interpret that most of the customers purchase goods in bulk which leads them to
spend a lot. Volume sales are high in store. Customers tend to purchase more goods
from store as it provides goods at a discounted rate. Probably those persons who
spend more in a visit to store are purchasing on a monthly basis. Those customers
who are spending very less money that is below Rs 1000 are mostly coming in just
to move around store and spend time. In the process they used to spend money on
food items and also purchase some products while roaming in it. Impulse buying
behavior of customers comes in to play to a large extent. More discounts shall be
provided to people who does bulk purchase. This will encourage people to purchase
more products.

Page 67
  Section of the store like the most.

No. %
Food 41 34.17
House hold 29 24.16
Kids 33 27.5
Jewel mart 17 14.17
Total 120 100

Fig.4.12

Page 68
ANALYSIS:
From the survey, from 120 respondents, gave response for which section like of
the store to 34.17% of them Food, & 24.16% of them House Hold, & 27.5% of them
kids, & 14.17% of them Jewel mart.

INTERPRETATION:
Majority of the customers are give response for food items section of the store
like the most. We are also interpret that some of the products brand are pre decided
in advance and for some of the products customers don’t at all pre decide any brand.
As per food items are concerned customers pre decide the brand as many branded
products are available in the store. And some people are don’t like purchase jewel
mart from the store.

 Gender

Gender No. %

MALE 66 55

FEMALE 54 45

Page 69
  Reason for coming to the store

Fig.4.13

INTERPRETATION:

Page 70
Majority of the customers are gave response for saving to the time is the most reason for
coming to the store. We can also interpret that availability of product save the time of
customer. Customer get all the product like food, cloths, stationary are available in store. So
whatever they want to purchase they get in store and not going to different shop which are
located in different places.

Fig.4.14

INTREPRETATION:
Majority of the customers are give response for why big bazaar called big

bazaar? we are also interpret that big-bazaar is offer the widest range of product with

the varieties of different brand.

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

Page 71
Hypothesis Test:-

1) Choose factor for most while purchasing ? {Give only first

5 rank}
Offer :-
(a) H : µ = 3 Customer are Satisfied at Moderate level
o

H : µ ≠ 3 Customer are not Satisfied at Moderate level

a

n = 120 = 2.8667 s = 1.25647 df = 120-1 =

119 α = .01
(b) H: µ = 3 o

H: µ ≠ 3
a

(c) For two-tail test, α/2 = .005 critical t .005,119 = ±2.576

(d) t = = -1.162
(e) Observed t = -1.162 < t .005,119 = -2.576

(f) Fail To Reject the null hypothesis

Page 72
Interpretation:-
The decision is Accepted for Choose factor for most while purchasing, it
means Customer not Satisfied at Moderate level(Rank 3).

2) Choose factor for most while purchasing ? {Give only first 5

rank}

Service :-

(a) H : µ = 3 Customer are Satisfied at Moderate

o

level
H : µ ≠ 3 Customer are not Satisfied at
a

Moderate level
n = 120 = 2.8583 s = 1.14713 df = 120-1 =
119 α = .01

(b) H: µ = 3
o

H: µ ≠ 3 a

(c) For two-tail test, α/2 = .005 critical t .005,119 = ±2.576

(d) t = = -1.353
(e) Observed t = -1.353 < t .005,149 = -2.576

(f) Fail To Reject the null hypothesis

Page 73
Interpretation:-

The decision is Accepted for Choose SERVICE to Choose factor for

most while purchasing , it means Customer not Satisfied at Moderate
level(Rank 3).

(3) Choose factor for most while purchasing ? {Give only first 5 rank}
QUALITY :-
(a) H : µ = 3 Customer are Satisfied at Moderate level
o

H : µ ≠ 3 Customer are not Satisfied at Moderate level

a

n = 120 = 2.6750 s = 1.16072 df = 120-1 = 119 α = .01

(b) H : µ = 3 o

H: µ ≠ 3 a

(c) For two-tail test, α/2 = .005 critical t = ±2.576

.005,119

(d) t = = -3.067
(e) Observed t = -3.067 > t .005,149 = -2.576

(f) Reject the null hypothesis

Interpretation:-
The decision is Rejected for Choose Saving of time to coming to the
store, it means Customer not Satisfied at Moderate level(Rank 3)

Page 74
 FINDINGS
 Most of the customers buy their requirement in Big Bazaar & d-mart on the basis of
Weekly and monthly basis. Customers realized that Big Bazaar & d- mart stores provide
qualitative products/service with reasonable price.
 At present time Big Bazaar & d-mart provide different types of product assortments to
the customers.
 Big bazaar & d-mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all
the specialty stores of different products which provide goods at a discounted rate all
through the year.
 Big Bazaar and d-mart mainly deal with middle income group people who want
qualitative product with reasonable cost.
 There are more than 50 big bazaars in different cities of India, it seems that there is a
vast growth of big bazaar lying as customers demand is increasing for big bazaars.
 the customers are give response for most powerful advertisement is Big-Bazaar. We can
also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding, news paper, is most of the part of purchasing by
advertisement.

Page 75
 SUGGESTIONS

 Big bazaar and d-mart should provide large parking space for its customers so that
they can easily park their vehicles.
 The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to big bazaar and d-mart during those days.
 Big bazaar and d-mart should include more of branded products its product category
so as to attract the brand choosy people to come in to big bazaar.
 Big bazaar should keep offers in regular intervals so that there should not be a long
term gap, because offer is the most influencing factor which is responsible for
customer purchase decision
 they also concentrate on TV advertisement they should show ads and promotional
offers in a regular interval in languages like Hindi English.
 Hoarding should be placed uncovered area.

Page 76
LIMITATIONS:
 This research is conducted on a sample size, so it might be possible that the
information given by such respondents may not match with the replay of total
customer available in the store that time.

 The study was restricted to only the customers of BIG BAZAAR & D-Mart.

 The time constrain was a limiting factor, as more time was required to carry out study
on other aspects of the topic.

 The result and analysis based on the customer survey method and small sample
size has taken only 120.

 Findings are related to particular areas

 It might be possible that the answers given by the respondents are of biasness

Page 77
 CONCLUSION
Big Bazaar & D-Mart are a major shopping complex for today’s customers. It is a place
where customers find variety of products at a reasonable price. Big Bazaar & D-Mart has a
good reputation of itself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around Big Bazaar & D-Mart.
Volume sales always take place in Big Bazaar & D-Mart. Impulse buying behavior of
customers comes in to play most of the times in Big Bazaar & D-Mart.

Big Bazaar & D-Mart is a hypermarket as it provides various kinds of goods like
apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a discounted rate all through
out the year. It holds a large customer base and it seemed from the study that the customers
are quite satisfied with Big Bazaar & D-Mart. As of now there are 34 Big Bazaar & D-Marts
in different cities of India, it seems that there is a vast growth of Big Bazaar & D-Mart lying
as customers demand; increasing for Big Bazaar & D-Marts. It has emerged as a hub of
shopping specially for middle class people.

Different types of products starting from a baby food to pizzas wide range is available
under one roof. In Delhi it is the middle class people who mostly do marketing from Big
Bazaar & D-Mart. Even most of the people do their monthly shopping from Big Bazaar & D-
Mart. People not only visit Big Bazaar & D-Mart to do shopping but also visit for outing
purpose as it provides a very nice ambience to its customers. As people go to malls they
just tend to move around Big Bazaar & D-Mart whether it is for shopping purpose or for
outing purpose. Grocery, apparels and food items are the products which are demanded
most by the customers of Ahmedabad in Big Bazaar & D-Mart. The major drawback of Big
Bazaar & D-Mart is that it lacks in providing enough parking space for their customers. This
may discourage the customers to come to Big Bazaar & D-Mart and shop as they face
difficulty in parking their vehicles. Even though some customers say that they don’t feel
problem in parking their vehicle, it is because of the parking space available to them by the
mall. As it is surveyed it seems that the biggest competitors of Big Bazaar & D-Mart are the
kirana stores, discounted specialty stores like Vishal mega mart, The Tata Groups
(Croma), Reliance Retail, & Sabka Bazaar etc.

Page 78
BIBLIOGRAPHY

Reference Books
Books name Author/publication
Kotler, Phillip. Armstrong, PHI pub. :Delhi, ed. 9th.(pp.218 -
MARKETING MANAGEMENT AND 224,335-353,411-413,559-561,)
BUSINESS BUYER BEHAVIOR.

Websites
 http://www.bigbazaar.co.in
 http://www.pantaloonretail.in/businesses/big-bazaar.html
 http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix
 http://en.wikipedia.org/wiki/Marketing_management
 http://www.pantaloonretail.in
 http://dmartindia.com/home.html

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