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I, GAURI AGARWAL hereby declare that research work presented in this project report entitled "A STUDY ON BUYING BEHAVIOUR OF CUSTOMERS IN BIG BAZAR" for the fulfillment of the award of Bachelor in Business Administration from Graphic Era University, Dehradun is based on my work. The project embodies the result of original work and studies carried out by me and the contents of the project do not form the basis for the award of any other degree to me or to anybody else.
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Graphic Era Deemed To Be University Dehradun
Graphic Era Deemed To Be University Dehradun TO WHOM IT MAY CONCERN This is to certify that Mr./Ms GAURI AGARWAL has done his/her Research Project on the topic "A STUDY ON BUYING BEHAVIOUR OF CUSTOMERS IN BIG BAZAR" under my guidance and supervision. To the best of my knowledge the project report presented is satisfactory. (Project Guide) Department of Commerce (BCOM)
EXECUTIVE SUMMARY As customers taste and preference are changing, the market scenario is also changing from time to time. Today's market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the customers changing tastes and preference, which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today's world. Technology is one of the major factors, which is responsible for this paradigm shift in the market. Today's generation people are no more dependent on hat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hypermarket, shopper's stop, malls, branded retail outlets and specialty stores. In today's world shopping is not any more tiresome work rather it's a pleasant outing phenomenon now. The study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a new type of market, which came in to existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on determining the customer's demand for big bazaar and the satisfaction level of customers in big bazaar. The study will find out the current status of big bazaar and determine where it stands in the current market. This market field survey will help us in knowing the present customers tastes and preferences. It will help in estimating the customer's future needs and wants.
As customer’s tastes and preferences are changing, the market scenario is also changing from time to time. Today’s market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today’s world. Technology is one of the major factors which is responsible for this paradigm shift in the mark. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. My study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a new type of market which came into existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on determining the customer’s buying behavior of customer’s in big bazaar and the satisfaction level of customers in big bazaar. My study will find out the current status of big bazaar and determine where it stands in the current market. This market field survey will help in knowing the present customers tastes and preferences. It will help me in estimating the customer’s future needs , wants & demands. 1
The Indian consumer could well be crowned King with all economic indicators in the right place. Queuing up for the coronation ceremony are a multitude of global companies that are looking at India as the next consumer market powerhouse. And it seems to be the retail sector that will give the desi consumer royal status. In this study I will try to find out the present scenario of retail market in India. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future. Retailing is the final step in the distribution of merchandise, the last link in supply chain – connecting the bulk procedures of commodities to the final consumers. Retailing in India is thoroughly unorganized. There is no supply chain management perspective. According to a survey b y AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20, crore segment of the market is organized. From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs. 160,000 crore by 2005. The TOTAL retail market, however, as indicated above will grow 20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2005 2
A study by McKinsey points out that India's market for consumer goods can reach a w $450 billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent report titled `Consumer Markets in India - the next big thing?' has said: "India represents an economic opportunity on a massive scale, both as a global base and a domestic market." The report, however, finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector. "Companies expect that the next cycle of change in Indian consumer markets will be the arrival of foreign players in consumer retailing. Although FDI remains highly restricted in retailing, most companies believe that will not be for long," says Deepankar Sanwalka, Executive Director and Head - Consumer Markets, KPMG India. FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh's recent interview to McKinsey, in which he expressed confidence that he would be able to get the Left parties on board on the matter. KPMG is in fact going ahead with its plans to conduct a series of five roadshows in the US and a few countries in Europe to hold discussions about the opportunities in India's consumer markets, especially in retail. And the numbers do lend credence to the enthusiasm. The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG finds that the organised retail sector in India is expected to grow at a higher rate than GDP growth in the next five years, driven by changing lifestyles, strong income growth and favourable demographic patterns. According to EIU, India currently has more than five million retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is 3
Although the retail sector in India highly fragmented and consists predominantly of small, independent, owner-managed shops, it happens to be the country's second largest employer after agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households. More and more corporate houses, including large real estate companies, are now entering the retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid growth in the number of speciality malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in organised retailing. 5
Though organised retailing is still at a nascent stage - accounting for only around two per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade. Four product categories have led the organised retailing wave: foods, apparel, lifestyle products, consumer durables and electronics. In recent times, several theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs and occasions have been completed or announced. Many top developers are now toying with the idea of developing speciality malls. Speciality malls are already a success in the West, whereas the concept is in its infancy in India. One could venture so far as to say speciality and theme based retailing will drive the growth of organized retailing in India.
Organised retailing got a leg up during 2004 with the opening of new format stores, rapid growth of existing players, start-up of new-generation shopping malls, the Government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association. With consumer sentiment positive during most of 2004, it led to substantial spending across a number of categories such as consumer durables, clothing and lifestyle, automobiles and telecom products. At the beginning of this decade, organised retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated total retail market. This share has 6
During past decades private final consumption expenditure has been the key driver economic growth in India. The headquartered in Mumbai the company operates over 12 million square feet of retail space as over one thousand stores across 71 cities in India and employees over 35,000 people. The companies leading formats include Pantaloons a chain of fashion outlet, Big bazaar, uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look, touch and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality and control a chain of seamless destination malls. 8
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. 9
where everyone has their first sight that is in front of the entrance. This shows that when a person enters in to big bazaar it can get all information about the stores of big bazaar from the person sitting in the help desk. Help Desk uses paging service as a tool for the convenience of its employees and customers.
of big bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water bottles are available in one part. Kid’s jackets and baba suits are available in another part. Kids casual wear (jeans and shorts) are placed in one part of it and infant shirts & t- shirts are also placed in another part. In this section the pillars are used for displaying information like size chart and section description. The apparels are available at a price of Rs59 onwards.
divided in to five parts. At one part men formal shirts are available. In other parts men trousers, suits and blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum of Rs99 to Rs899.
side. The ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies western wear, ladies formals (office wear), ladies accessories – 12
