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Contents
1.0 INTRODUCTION ................................ ................................ ................................ .......... 4
1.1 - Overview ................................ ................................ ................................ .................. 4
1.2-Background .9
1.3 - Problem Statement ................................ ................................ ................................ .. 10
1.4- Objectives ................................ ................................ ................................ ................ 11
1.5 - Research Design ................................ ................................ ................................ .... 11
1.6 -Data collection method ................................ ................................ ............................ 11
1.7 - Data Analysis ................................ ................................ ................................ .......... 12
1.8- Duration of the study................................ ................................ ................................ 12
1.9 - Limitation of the study ................................ ................................ ............................ 12
2.0 COMPANY PROFILE ................................ ................................ ................................ .. 14
2.1Corporate profile ................................ ................................ ................................ ........ 14
2.2 MISSION: ................................ ................................ ................................ ................. 15
2.3 VALUES: ................................ ................................ ................................ ................. 15
2.4 NATURE OF BUSINESS: ................................ ................................ ........................ 162.5 HOME SOLUTIONS RETAIL INDIA LIMITED: ................................ .................... 19
2.6 AWARDS: ................................ ................................ ................................ ................ 19
3.0 ANALYSIS OF QUESTIONNAIRE ................................ ................................ ............. 22
3.(A) UNDERSTANDING CUSTOMER PROFILE ................................ ....................... 25
3.(B) CUSTOMER BUYING BEHAVIOUR AND PERCEPTION TOWARDS BIGBAZAAR................................ ................................ ................................ ........................ 37
3.(C) IDENTIFYING THE POPULAR MEDIA TO BE USED ................................ ...... 48
4.0 FINDINGS AND SUGGESTION ................................ ................................ ................. 52
4.1Finding ................................ ................................ ................................ ....................... 524.2SUGGESTIONS: ................................ ................................ ................................ ....... 53
5.0 Conclusion: ................................ ................................ ................................ ................... 55
6.0 BIBLIOGRAPHY ................................ ................................ ................................ ......... 57
7.0 ANNEXURE ................................ ................................ ................................ ................ 59
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CHAPTER 1
INTRODUCTION
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1.0 INTRODUCTION
The retail industry is responsible for the distribution of finished products to the public. The
retail sector comprises of general retailers (managed by individuals/families), departmental
stores, specialty stores and discount stores.
1.1 - Overview
The activities of the retail industry can be broadly classified into:
Personal goods store retailing
Hard goods: This covers deals in goods such as electronic, electrical appliances,furniture and sporting goods.
Soft goods: This includes apparel retailing.Non-store retailing
This includes infomercials, catalogue sales, vending machines and ecommerce.
Food retailing (restaurants)
Automotive services and retailing
1.1(a)Retailing in India: the present scenario
The present value of the Indian retail market is estimated by the India Retail Report to be
around Rs. 12,00,000 crore($270 billion) and the annual growth rate is 5.7 percent. Retail
market for food and grocery with a worth of Rs. 7, 43,900 crore is the largest of the different
types of retail industries present in India. Furthermore around 15 million retail outlets help
India win the crown of having the highest retail outlet density in the world. The contribution
of retail sector to GDP has been manifested below:
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Table 1.1.
Country Retail Sector's share in GDP (in %)
India 10
USA 10
China 8
Brazil 6
Source: World Retail Data and Statistics 2009/2010
As can be clearly seen, retailing in India is superior to those of its contenders. Retail sector is
a sunrise industry in India and the prospect for growth is simply huge. There are many factors
that have stimulated the rise of the shopping centres and multiplex-malls in a jiffy. Some of
them can be listed as follows:
1. Rise in the purchasing power of Indians- the rise in the per capita income in the last few
years has been magnificent. This has led to the generation of insatiable wants of the upper
and middle class. The demand of new as well as second hand durables has risen throughout
the country thus providing the incentive for taking up retailing.2. Favorable to farmers- retailing has helped in removing the middlemen and has thus
enhanced the remuneration to farmers. This is a new revolution in the agricultural sector in
India and will go a long way in amending the condition of agriculture, a major concern
among policy makers.
3. Use of credit- a typical Indian is most conversant with using credit cards than carrying
money. This has led to a shift of the consumer base towards supermarkets and makes the
payments in the form of credit.
4. Comfortable Atmosphere- a visit to a retail store appears to be more soothing for the
generation-Y. People and kids prefer to shop in an air conditioned a tech savvy manner.
The retail industry is the second largest employer in India. It currently employs about 7
percent of the total labour force in India. Finance Minister P. Chidambaram's recent statement
salaries ought not to be legislated is a welcome move as most of the organized retail is in
private hands. However only about 4.6% of the total retail trade is in organized sector. It
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generates about Rs.55, 000 crore ($12.4 billion). The major and minor players desperately
need to work hard in this direction so that next time the figures look more decent. The
government must also make an attempt to ameliorate the situation as political instability and
infrastructure namely power and roads are the major roadblocks in the path of smooth
functioning of the market.
1.1(b) Retail Industry: History
The retail industry emerged in the US in the eighteenth century, restricted to general stores.
Specialty stores were developed only in those areas that had a population of above 5,000.
Supermarkets flourished in the US and Canada with the growth of suburbs after World War
II. The modern retail industry is booming across the world. Revenues from retail sales in the
US alone stood at $5.48 trillion in 2009, according to a report by the US Census Bureau.
Retail Industry: Demand and Supply Drivers
The major demand drivers of the retail industry are:
Interest rates
Population
Employment
Personal disposable income
Individual debt
The supply drivers include:
Competitors in the industry
Size of the market
Cost of the factors of production
1.1(c) Retail Industry: Major Players
Of the worlds top ten retail companies in terms of total sales, six are American. Combined
sales of the top ten companies, computed by Delloite, were $999.5 billion in 2009. Major
retail giants include Wal-Mart, Target, Home Depot and Tesco.
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1.1(d) Retail Industry: Statistics
The total sales from store retailers stood at 130,449.8 million in 2009 and the sales value of
non-store retailers was 621.9 million. The percent composition of store and non-store
retailers in 2009 was:
Table 1.2
Store Retailers Non-Store Retailers
Supermarkets 32.83 Vending 26.60
Small grocery retailers 24.46Internet
retailing25.93
Hypermarkets 19.09 Home shopping 24.04Food/beverage/tobacco
specialists15.68 Direct selling 23.43
Discounters 7.57
Others 0.36
Total 100 Total 100
Source: World Retail Data and Statistics 2009/2010
The retail sector is vital to the world economy, as it provides large scale employment to
skilled and unskilled labour, minors and casual and part-time workers. Employment in the
retail sector in the US and Europe surpassed 48 million in 2009.
1.1(e) Size of Indian Retail Industry
The size of retail industry in an economy depends on many factors and the level of
consumer spending is the most important among these factors. The retail sector in India
has grown by leaps and bounds in the last five years. The reason behind this growth has
been the synergy of many propellants. However the growth is not always genuine as there
are exaggerations as well. But these exaggerations also have benefits since they given a
feel of growing competition all around. Secondly the present situation is just a depiction of
nascent stage. The future of the trajectory may not be as steep as it is now or may be even
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slope downward. 'What will be the future size of the retail industry' is the mind boggling
question. Another moot point that will gain importance in due time concerns the future of
the unorganized retail market which constitute a significant proportion of the whole
industry. The retail stores have proved to be a vantage point for the customers. This implies
that the small farmers who used to sell their product in the sabji-mandis and on roadsides
are going to lose a significant market share as they can't employ the two profit maximizers-
economies of scale and economies of scope.
1.1(f) Retailing in India: the present scenario
The present value of the Indian retail market is estimated by the India Retail Report to be
around Rs. 12,00,000 crore($270 billion) and the annual growth rate is 5.7 percent. Retail
market for food and grocery with a worth of Rs. 7, 43,900 crore is the largest of the
different types of retail industries present in India. Furthermore around 15 million retail
outlets help India win the crown of having the highest retail outlet density in the world. The
contribution of retail sector to GDP has been manifested below:
Table 1.3
Country Retail Sector's share in GDP (in %)
India 10
USA 10
China 8
Brazil 6
Source: World Retail Data and Statistics 2009/2010
As can be clearly seen, retailing in India is superior than those of its contenders. Retail
sector is a sunrise industry in India and the prospect for growth is simply huge. There are
many factors that have stimulated the rise of the shopping centers and multiplex-malls in a
jiffy. Some of them can be listed as follows:
1. Rise in the purchasing power of Indians- the rise in the per capita income in the lastfew years has been magnificent. This has led to the generation of insatiable wants
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of the upper and middle class. The demand of new as well as second hand durables
has risen throughout the country thus providing the incentive for taking up retailing.
2. Favorable to farmers- retailing has helped in removing the middlemen and has
thus enhanced the remuneration to farmers. This is a new revolution in the
agricultural sector in India and will go a long way in amending the condition of
agriculture, a major concern among policy makers.
3. Use of credit- a typical Indian is most conversant with using credit cards than
carrying money. This has led to a shift of the consumer base towards supermarkets
and makes the payments in the form of credit.
4. Comfortable Atmosphere- a visit to a retail store appears to be more soothing for
the generation-Y. People and kids prefer to shop in an air conditioned a tech savvy
manner.
The retail industry is the second largest employer in India. It currently employs
about 7 percent of the total labor force in India. Finance Minister P. Chidambaram's
recent statement salaries ought not be legislated is a welcome move as most of
the organized retail is in private hands. However only about 4.6% of the total retail
trade is in organized sector. It generates about Rs.55,000 crore ($12.4 billion). The
major and minor players desperately need to work hard in this direction so that next
time the figures look more decent. The government must also make an attempt to
ameliorate the situation as political instability and infrastructure namely power androads are the major roadblocks in the path of smooth functioning of the market
.
1.1(g) Segments in the Indian Retail Industry
The retailing sector of India can be split into two segments. They are the informal and theformal retailing sector. The informal retailing sector is comprised of small retailers. For this
sector, it is very difficult to implement the tax laws. There is widespread tax evasion. It is
also cumbersome to regulate the labour laws in this sector. As far as the formal retailing
sector is concerned, it is comprised of large retailers. Stringent tax and labour laws are
implemented in this sector.
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If the retail industry is divided on the basis of retail formats then it can be split into the
modern format retailers and the traditional format retailers. The modern format retailers
comprise of the supermarkets, Hypermarkets, Departmental Stores, Specialty Chains and
company owned and operated retail stores.
The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the multiple
brand outlets.
The retail industry can also be subdivided into the organized and the unorganized sector. The
organized retail sector occupies about 3% of the aggregate retail industry in India.
Size and contribution of the retail industry in India
In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the
Gross Domestic Product is about 10% , the highest compared to all other Indian Industries.
The retail sector has also contributed to 8% of the employment of the country. The organized
retail sector is expected to triple its size by 2010. The food and grocery retail sector is
expected to multiply five times in the same time frame. The major reason behind the low
participation in the Indian retail sector is the need for lumpy investments that cannot match
up their break even points. The government policies are being revised from time to time to
attract investments in this sector.
1.2 Background
Big Bazaar- Big Bazaar is a chain of department stores owned by the Pantaloon Group(Future Group) and headed by Kishore Biyani and headquartered at Mumbai. It offers alltypes of household items such as home furnishing, utensils, fashion products etc. It has agrocery department and vegetable section known as the Food Bazaar and its online shoppingsite is known as FutureBazaar.com. The real estate fund management company promoted by
the Future Group expects to develop more than 50 projects across India covering a combinedarea of more than 16 million sq. ft.
1.3 - Problem StatementBig Bazaar is a chain of department stores owned by the Pantaloon Group (Future Group).As
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the company is planning to open a new store in rajajinagar so its important to analysis thecatchment area and customer buying behavior from the respective area so that the companycan take necessary measures to attract more customers to their store.
1.4- Objectives
A) To understand customers profile
B) To analysis customer buying behavior and perception towards Big bazaar
C) To identify the popular media that can be used
1.5 - Research DesignThe research that is undertaken during the process is a Descriptive Study. As the objective of
the project is to study customers profile, buying behaviour and popular media that can be
used.
Datas are tabulated and analyzed .findings are summarized and suggestions are given.
1.5.(a) - Sampling FrameThe sampling frameincludes only those rajajinagar residents who satisfy all the followingconditions.
1) Must be 18 years or above2) Must be available from 9.00am to 6 pm in the targeted area3) Must be willing to take part in the survey
1.5.(b)-Sample Unit
Rajajinagar residents
1.5.(c)- Sample techniqueConvenient Sampling is the technique used for this survey. Non probability sampling method
1.5.(d)-Sample size
The sample size is 400 respondents.
1.6 -Data collection methodThe following tools and technique were used for collecting the data:
Tools for collecting Primary Data
(a)Personally interacting with respondents using a questionnaire.
Tools for collecting Secondary Data (a) Internet
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1.7 - Data AnalysisThe data collected is tabulated and analyzed using graphs. Findings are summarized and
suggestions are based on findings.
1.8- Duration of the studyThe duration of the project is 2 months from 1 st April to 31st may 2010.
1.9 - Limitation of the study
y People may not able to rate properly the parameters.
y Difficult to deduce results based on small sample sizey Results concluded may not be applicable to entire population
y Certain variables may have been ignored.
y Customer choice is also based on geographic factors
y Macro economic factors affects this industry to a large extent
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CHAPTER 2
COMPANY PROFILE
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2.0 COMPANY PROFILE2.1Corporate profile:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are present
in consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics. Future Group India was established in
1994 with a vision to provide diverse services in Indian and Global markets. Through their
strategic investment and services, the future of Future Group shows a rising star in the
business sky of India.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square
feet of retail space in 73 cities and towns and 65 rural locations across India. Headquartered
in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the
Indian stock exchanges. The company follows a multi-format retail strategy that captures
almost the entire consumption basket of Indian customers. In the lifestyle segment, the groupoperates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore. The groups speciality retail formats include supermarket chain Food Bazaar,
sportswear retailer - Planet Sports, electronics retailer - ezone, home improvement chain -
Home Town and rural retail chain, Aadhaar, among others.
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About Big Bazaar
Big Bazaar is not just another hypermarket. It caters to every need of the customer and
his/her family. Where Big Bazaar scores over other stores is its value for money proposition
for the Indian customers.
Big Bazaar promises the best products at the best prices. 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 you. And this is just the beginning. Big Bazaar always plans and tries to add
much more to complete the shopping experience.
2.2 MISSION:
y We share the vision and belief that our customers and stakeholders shall be servedonly by creating and executing future scenarios in the consumption space leading to
economic development. We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for all customer segments for
classes and for masses. We shall infuse Indian brands with confidence and renewed
ambition. We shall be efficient, cost- conscious and committed to quality in whatever
we do.We shall ensure that our positive attitude, sincerity, humility and uniteddetermination shall be the driving force to make us successful.
2.3 VALUES:
y Indianans: confidence in ourselves.
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y Leadership: to be a leader, both in thought and business.y Respect & Humility: to respect every individual and be humble in our conduct.y Introspection: leading to purposeful thinking.y Openness: to be open and receptive to new ideas, knowledge and information.y Valuing and Nurturing Relationships: to build long term relationships.y Simplicity & Positivity: Simplicity and positivity in our thought, business and action.y Adaptability: to be flexible and adaptable, to meet challenges.y Flow: to respect and understand the universal laws of nature.
2.4 NATURE OF BUSINESS:Future Group India was established in 1994 with a vision to provide diverse services in
Indian and Global markets. The business areas of Future Group cover BPO (Business Process
Outsourcing), New Media, Security Management, and Construction. Through their strategic
investment and services, the future of Future Group shows a rising star in the business sky of
India.
Future Retail:
The retails businesses of Future Group in India are divided into three main categories
Pantaloon Retail India Limited:
The leading retail formats under this include:
y Pantaloons Storesy Big Bazaary Centraly Food Bazaary Home Town
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y E Zoney Depoty Health & Beauty Mallsy Online retail through futurebazaar.com
Joint Ventures with International Brands:
y Indus League Clothing that owns leading apparel brands like Indigo Nation, Scullersand Urban Yoga
y Galaxy Entertainment Limited that operates Bowling Co, Sports Bar, F123 and BrewBar
y French retailer ETAM group, US-based stationary products retailer, Staples and UK-based Lee Cooper.
y Franchisee of international brands like Marks & Spencer, Next, Debenhams andGuess in India
Indian Joint Venture Partners:
y Manipal Healthcarey Talwalkar'sy Blue Foodsy Liberty Shoe
Future Capital Holdings:
The financial services of Future Group are taken care by Future Capital Holdings. These
include:
y Asset Management and consumer credit are the prime focus financial services.Around 1 billion USD have been invested in retail real estate and consumer brands
outlets and hotels.
y Future Money - It is a financial supermarket format providing consumer credity Joint venture with Italian insurance major General Insurance for providing general
insurance services.
y Venture Capital Funds and Private Equity Funds through kshitijfund.com
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BPO
Future Group has made major investments in BPO industry as a venture into the Information
Technology Enabled services (ITES) industry. Future Group has subsidiaries offering IT
based solutions. These include:
y Language Servicesy Software Developmenty Content Engineering
NEW MEDIA
Future Group has invested in digital media and computer technology for creating innovative
and interactive multimedia presentations. These include:
y Multimedia Productiony Broadcastingy Publishingy Designing
SECURITY MANAGEMENT
Future Group is considered as a reliable tailor-made business and security services provider.
They develop their own software and machines for security services. These include:
y Access Control Systemsy Time Attendance Systemsy CCTVy Alarm Management Systems
CONSTRUCTIONS
Future Group bring to your their past experience in quality construction for building and
renovating buildings for leasing to business. Future Group is also involved in the designing,
financing and legal considerations of the project undertaken. The construction activities of
Future Group in India include:
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y Leasingy Landscaping
The latest business activity of Future Group is an investment of Rs. 140 cores in the next
three years in cricket-related marketing. The CEO of Future Group Mr. Kishore Biyani has
planned out association with cricket and to encash the popularity of cricket in India and
globally. Future Group has also organized one-day international cricket series between India
and Australia called "The Future Cup".
2.5 HOME SOLUTIONS RETAIL INDIA LIMITED:
Home Solutions Retail India Ltd. operates as a retailer of electronics, consumer durables,
furniture and furnishings, and home improvement products in India. The company wasincorporated in 2004 and is headquartered in Mumbai, India. It operates stores in
Ahmedabad, Bangalore, Hyderabad, Indore, Kolkata, Lucknow, Noida, Pune, and Mumbai.
Home Solutions Retail India Ltd. operates as a subsidiary of Pantaloon Retail (India) Ltd.
The company is providing financing option to its customers through its financial services arm
Future Capital Holdings.
2.6 AWARDS:
CNBC Awaaz Consumer Awards 2009
y Most Preferred Multi Product Chain - Big Bazaary Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar
Images Fashion Forum 2009
y Most Admired Fashion Group Of The Year - Future Groupy Most Admired Private Label - Pantaloons, the lifestyle formaty Critics Choice For Pioneering Effort In Retail Concept
Creation - Central Coca-Cola Golden Spoon Awards 2009
y Most Admired Food & Grocery Retailer Of The Year
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y Most Admired Food Courty Most Admired Food Professional
Indian Retail Forum Awards 2008
y Most Admired Retail Company of the year - Future Groupy Retail Face of the Year - Kishore Biyaniy Best Retailer Of The Year ( Hypermarket) - Big Bazaar
The INDIASTAR Award 2008
y Food Bazaar: Best Packaging InnovationRetail Asia Pacific 500 Top Awards 2008
y Gold Winner - Top Retailer 2008 Asia Pacific
Coca-Cola Golden Spoon Awards 2008
y Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.y Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar.y Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.y Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across
Food, Beverages & Grocery: Future Group.
y Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: BigBazaar.
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CHAPTER 3
ANALYSIS OF
QUESTIONNAIRE
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3.0 ANALYSIS OF QUESTIONNAIRE
The Analysis and interpretation of the data is undertaken in this chapter.
The data collected for the research has been classified into three segments, which are:
A) Datas for analyzing customers profile
B) Datas for analyzing customer buying behavior and perception towards Big bazaar
C) Datas for analyzing the popular media that can be used.
The data from the questionnaire was completed by transcribing the data into a master chart.
The data was then descriptively analyzed where percentages are calculated. The results weretabulated. Graphs were prepared to give clearer picture of the findings. Based on the findings
inferences were drawn and reported.
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Population
Population of Rajajinagar as per 2010 BBMP voters list : 203423people out of which 106040are males and 97383 are females
Rajajinagar consist of 7 wards.
WARDS WARD NO MALE FEMALE TOTALDAYANDNAGAR 97 16203 15735 31938PRAKASHNAGAR 98 16985 15767 32752RAJAJINAGAR 99 15971 14390 30361BASEWESHWANAGAR 100 12409 11406 23815
KAMASHIPALAYA 101 13257 11529 24786SHIVNAGAR 107 15949 14000 29946SHRIRAMA MANDIRA 108 15269 14556 29825TOTAL 106040 97383 203423
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Understanding
Customer Profile
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3.(A) UNDE TANDING CUST E PROFILE
3.1GENDER:
T l 3.1:
Tabl [3.1] showi gender ofthe respondents ofthe survey conducted:
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
Male 298 74.5
Female 102 25.5
Anal i : The analysis ofthe above table shows 74.5% of respondents ofthe survey are male
and 25.5 % are female.
GRAPH 3.1:
INFERENCE:
From the above graph it is inferred that the majority of the respondent are male .Female
customers are lesser in number comparatively. Big Bazaar have to give special attentionso
to increase footfalls
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3.2AGE DISTRIBUTION:
Tabl 3.2:
Table [3.2] showing Age group ofthe respondents ofthe survey conducted:
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
20-30 213 53.25
30-40 162 40.5
40-50 20 5
50&AB 5 1.25
Anal i : The analysis oftable shows highest of 53.25% of respondents ofthe survey are ofthe age group 20-30, 40.5% are ofthe age group 30-40, 5% are from the age range 40-50 and
1.25% are of age range 50 and above.
GRAPH 3.2:
INFERENCE:
From the above graph itis inferred that respondents are mostly ofthe age group of 25-35.Big
Bazaar have to attractthem because people ofthis age group are in that phase oflife whenthey are newly earning or newly settling down or has more earning compared to their
responsibilities so they can have lot of disposable income to spend on, followed by age group
of 30-40 who also might have lot of disposable income but with comparatively more
responsibilities, and least is from the age groups of 40-50and 50 & above as they are settled
and might have already purchased the household items earlier.
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3.3Mari al status distributi n
Tabl 3.3
Table [3.3] showing marital status ofthe respondents ofthe survey conducted:
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
SINGLE 164 41
MARRIED 236 59
Anal sis: The percentage of respondents clearly shows 60% are married and 41% are single.
GRAPH 3.3:
Interpretati n:
This shows big bazaar needs to concentrate on the requirements of family customers. Big
bazaar needs to position the Rajajinagar store as a family center.
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3.4 occupation
Table 3. 4
Table [3.4] showing occupation ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
TOP MANAGEMENT 21 5.25
UNIORMANAGEMENT 220 55SELF EMPLOYED 40 10BUSINESS/INDUSTRIALIST 59 14.75OTHERS 60 15
Anal sis: The analysis oftable shows highest of 55% of respondents ofthe survey is from
thejunior management, 14.75 % of respondents are from the business/industrialist, 15 % o
respondents are from others category.
GRAPH 3.4:
INFERENCE:
The Respondent are maximum fromjunior management .Big bazaar should targetthese
customers who can afford to spend and wants to acquire new and advanced products,
followed by people from top management who can also afford very well but most ofthem
must have already purchased most ofthe household goods, and then others, business man and
self employed also are prospectus customers.
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3.5 Monthl income
Table 3.5
Table [3.5] showing monthly income ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
BELOW 10000 117 29.2510000 - 15000 103 25.7515000 - 20000 120 3020000 - 25000 60 15
Anal sis: The analysis oftable shows highest of 30% of respondents ofthe survey are
earning in the income range of 15000-20000, 29.25% of respondents are earning in the
income range of below 10000, 25.75 % of respondents are earning in the income range of
10000-15000 and 15 % of respondents are earning in the income range of 20000-25000 .
GRAPH 3.5:
INFERENCE:
The respondent are maximum with monthly income range of 15,000-20,000, as these are the
people who must have newly started to earn and settling down and mostly try to acquire
items fortheir houses .then customers with income range of below 10000 who are people
who must have newly started to earn butless disposable income. Then comes with monthly
income range of 10000 15000 again less disposable income, followed by 20000 25000
monthly income groups which got high purchasing power.
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3.6 Famil type
Table 3.6
Table [3.6] showing family type ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
OINT 117 29.25NUCLEAR 283 70.75
Analysis: The analysis ofthe table shows 29.25 % ofthe respondent ofthe survey live in
joint family.70.75% ofthe respondent ofthe survey live in nuclear family.
GRAPH 3.6:
INFERENCE:The respondents are maximum living in nuclear families so majority of people have got high
disposable income. Big bazaar should targetthis category and build customerloyalty.29.25%
ofthe respondents are living injoint family who is well settled .here the possibility of
customerloyalty is high.
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3.7Number of members
Table 3.7
Table [3.7] showing number of members ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
2 82 20.5
3 198 49.5
4 81 20.25
5 & ABOVE 39 9.75
Analysis: The analysis ofthe table shows 20.5% are having 2 members.49.5% are having 3
members.20.25% are having 4 members.9.75% are having 5& above members.
GRAPH 3.7:
INFERENCE: The maximum respondents are having 3 members in their family clearly
indicating most ofthe respondents are having nuclear family .Big bazaar have to targetthis
category by giving special offers to increase theirloyal customer base. Otherimportant
category are respondent having 4 and 5 members in their family, which indicates they are
well settled.
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3.8Nature of house occupied
Table 3.8
Table [3.8] showing nature of house occupied ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
RENTED 181 45.25
LEASED 138 34.5
OWNED 81 20.25
Analysis: The analysis ofthe table shows 45.25% ofthe respondents are having rented
house.34.5% are having leased houses.20.25% are having owned house.
GRAPH 3.8:
INFERENCE: The maximum respondents are having rented house which indicates most of
the customers wont be well settled. Only 20.25% are having owned houses so there is a huge
potential.
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3.9Earning members
Table 3.9
Table [3.9] showing earning members ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
1 180 45
2 170 42.5
3 48 12
MORE THAN 3 2 .5
ANAL SIS: The analysis ofthe table shows 45% respondent are having only one earning
memberin their family.42.5% have two members.12% have three members..5% have more
than three members
GRAPH 3.9:
INFERENCE: The maximum respondents are havingonly one earning memberin their
family indicating less purchasing power and less disposable income.42.5% are having two
members, 12% are having three members and .5% is having more than three members
indicating these groups have more disposable income and more purchasing power.
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3.10Education
Table 3.10
Table [3.10] showing education ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
BELOW GRADUATION 60 15
GRADUATION 193 48.25
POST GRADUATION 120 30
PROFESSIONAL DEGREE 27 6.75
ANAL SIS:
The analysis ofthe table shows 15% ofthe respondent are below graduate ,49.25% are
graduate,30% are post graduate, 6.75% are having professional degree.
GRAPH3.10:
INFERENCE:
The maximum respondents are graduates followed bypost graduates and professional degree
which indicates most ofthe customer willlook for value for money, in terms of better service
and good products with affordable price.
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3.11Mode of transport
Table 3.11
Table [3.11] showing mode oftransport ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
TWO WHEELER 281 70.25
FOURWHEELER 59 14.75
BUS & AUTO 60 15
ANAL SIS:
The analysis ofthe table shows 70.25% are having two wheeler, 14.75% are having four
wheeler, and 15% are using public transport.
GRAPH:3.11
INFERENCE:
The maximum respondents are having two wheelers which indicate adequate parking space
have to be provided. Next comes four wheeler and public transport .This also indicate their
social setup.
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CUSTOMER BUYING BEHAVIOUR
AND PERCEPTION TOWARDS BIG
BAZAAR
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3.(B) CUSTOMERBUYING BEHAVIOUR AND PERCEPTION
TOWARDS BIG BAZAAR3.12Place of purchaseTable 3.12
Table [3.12] showing place of purchase ofthe respondents ofthe surveyconducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGE
LOCAL 363 90.75
ORGANISED RETAIL 37 9.25
ANALYSIS:
The analysis ofthe table shows 90.75% are purchasing from local vendors.9.25% are
purchasing from organized retail.
GRAPH 3.12:
INFERENCE:
The maximum respondents are purchasing from local vendors, this is because oflack of
organized retail format presentin this area, Which also indicate a huge potential forBig
bazaar. Only 9.25% are used to purchase from organized retail.
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3.13Frequency of purchase
Table 3.13
Table [3.13] showing frequency of purchase ofthe respondents ofthe survey conducted:
PARTICULARS PERCENTAGE
GROCERY(1 MONTH) 80
F&V(1 WEEK) 50
C&F(SPECIAL) 45
HP(1 MONTH) 73
KI(ADWN) 100
HE(ADWN) 99
F(ADWN) 99
** NOTE.. F& V - FRUITS AND VEGETABLES,C & F - CLOTHING & FOOTWEAR
H & P - HOME & PERSONAL CARE, KI - KITCHEN ITEMS
HE - HOME ELECTRONICS, F - FURNITURE
ADWN- AS AND WHEN NEEDED
ANALYSIS:
The analysis ofthe table shows 80% ofthe respondent purchase grocery in 1 month time,50%purchase F&V in 1 week , 45% purchase C& F in special occasions, 73% purchase H & P in
1 month, 100% purchase KI as and when needed, 99% purchase both HE& F as and when
needed.
GRAPH 3.13:
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INFERENCE: This indicates the buying behavior of respondent and whatthey purchase
more frequently.
3.14Staple food
Table 3.14
Table [3.14] showing staple food ofthe respondents ofthe survey conducted:
PARTICULARS NO.OF RESPONDENT PERCENTAGERICE ,RAGI & ATTA 280 70
RICE & RAGI 20 5
RICE & ATTA 100 25
RAGI & ATTA 0 0
ANALYSIS: The analysis ofthe table shows 70% respondent are having a combination of
rice,ragi and atta as their staple food.5% and 25% are having rice & ragi and rice & atta
combination.
GRAPH 3.14:
INFERENCE:
The maximum respondents are having rice, ragi and atta as their staple food, which indicate
big bazaar should provide them a large choice of product underthis category.
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3.15 Average expenditure
Table 3.15
Table [3.15] showing average expenditure ofthe respondents ofthe survey conducted:
PARTICULARS AVERAGE
GROCERY 2500
F&V 1000
C&F 1000
HP 750
KI 500
HE 10000
F 1500
ANALYSIS: The analysis ofthe table shows the average spending ofthe respondent on
various items.
GRAPH3.15:
INFERENCE:
The response indicates how much the respondents are spending on various items on an
average.
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3.16Buying decision
Table 3.16
Table [3.16] showing factors influencing buying decision ofthe respondents ofthe survey
conducted:
PARTICULARS PERCENTAGE
PRICE 50
EASY TO ACCESS 60
QUALITY 89
DISCOUNT 87
CUSTOMERSERVICE 10
WIDE RANGE OF PRODUCT 5
ANALYSIS:
The analysis ofthe table shows 89% respondentthinks quality is the important factor fortheir
buying decision.87% for discount,60% for easy to access,50% for price.
GRAPH 3.16:
INFERENCE:
The maximum respondents think quality is the mostimportant factorinfluencing buying
decision. Followed by discount, easy to access and price. This indicates Big bazaar should
give more importance to quality ofthe product, discount and easy to access.
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3.17Shopping place
Table 3.17
Table [3.17] showing where do they go for shopping ofthe respondents ofthe survey
conducted:
PARTICULARS PERCENTAGE
ENTIRELY OUT SIDE 3
MOSTLY OUTSIDE 3
MOSTLY INSIDE 9
ENTIRELY INSIDE 85
ANALYSIS: The analysis ofthe table shows 85% ofthe respondent goes entirely inside for
their shopping, 9% mostly inside.
GRAPH3.17:
INFERENCE: The maximum respondents are purchasing entirely inside which indicates
most ofthem purchase from local vendors. Big bazaar should come up with schemes which
will attract customers to their store.
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3.18Time spend
Table 3.18
Table [3.18] showing how much time they spend on shopping ofthe respondents ofthe
survey conducted:
PARTICULARS PERCENTAGE
5 10 mins 0
15 30 mins 5
30 60 mins 10
60 above 85
ANALYSIS:
The analysis ofthe table shows 85% ofthe respondents spend more than 60 mins, 10% spend
30 60 mins, 5% 15 30 mins.
GRAPH 3.18:
INFERENCE:
The maximum respondents spend more than 60 mins while shopping, which indicates they
are not rational buyers they look for value for money .Big bazaar should take necessary stepsto make sure all customers will get some refreshment while shopping by providing extra
service.
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3.19Factors that attract
Table 3.19
Table [3.19] showing factor which attract while buying from apparel shop ofthe respondents
ofthe survey conducted:
PARTICULARS PERCENTAGE
BRAND 30
PRICE 45
QUALITY 90
STYLE 10
ANALYSIS: The analysis ofthe table shows 90% ofthe respondent prefers quality, 45%
price, 30% brand and 10% style.
Graph 3.19:
INFERENCE:
The maximum respondents are preferring quality as a major factor from a apparel shop.
Which indicates respondents are very much product conscious .30% respondent prefer price
which indicate they are looking for value for money.
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3.20Shopper
Table 3.20
Table [3.20] showing which describe as a shopper ofthe respondents ofthe survey
conducted:
PARTICULARS PERCENTAGE
TOP BRAND 5
NOT STRICT 95
NOT BOTHERED 0
ANALYSIS:
The analysis ofthe table shows 95% of respondent are notstrict with brand. 5% are top brand
conscious.
GRAPH 3.20:
INFERENCE:
The maximum respondents are not much strict about brand, which indicates they are very
conscious for value for money. Big bazaar should provide product range forthis category.
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3.21Travelling
Table 3.21
Table [3.21] showing willingness to travel ofthe respondents ofthe survey conducted:
PARTICULARS PERCENTAGE
1 3 kms 30
3 5 kms 30
Above 5 40
ANALYSIS:
The analysis ofthe table shows 40% are willing to travel above 5 kms, 30% between 3 5
kms and another 30% 1 3 kms.
GRAPH 3.21:
INFERENCE:
The maximum respondents are willing to travel above 5 kms, which indicates Big bazaar can
target customers in a range of 5 & above kms area. This indicates a huge potential forBig
bazaar.
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IDENTIFYING THE POPULAR MEDIA
TO BE USED
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3.(C) IDENTIFYING THE POPULAR MEDIA TO BE USED3.22Newspaper
Table 3.22
Table [3.22] showing newspaperthey read ofthe respondents ofthe survey conducted:
PARTICULARS PERCENTAGE
TOI 13
DH 10
PV 14
VK 60
OTHER 3
ANALYSIS:
The analysis ofthe table shows 60% ofthe respondents are reading vk, 14% are reading pv,
13% are reading TOI ,10% are reading DH.
GRAPH 3.22:
INFERENCE:
The maximum respondents are reading VK, which indicates to target customerthey should
advertise on this newspaper which gotthe highest customer base in the given area. Followed
by PV and TOI.
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3.23Magazine
Table 3.23
Table [3.23] showing magazine ofthe respondents ofthe survey conducted:
PARTICULARS PERCENTAGE
TORANGA 25
SUDHA 20
THE WEEK 10
OTHER 45
ANALYSIS:
The analysis ofthe table shows 45% are reading others, 25% are reading toranga, 20% are
reading sudha, 10% are reading THE WEEK.
GRAPH 3.23:
INFERENCE:
The maximum respondents are reading toranga which indicates to target customerthey
should advertise on this magazine which gotthe highest customer base in the given area.
Followed by sudha and THE WEEK
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3.24Radio station
Table 3.24
Table [3.24] showing favorite radio station ofthe respondents ofthe survey conducted:
PARTICULARS PERCENTAGE
RADIO MIRCHI 40
RADIO ONE 25
SFM 15
BIG FM 20
ANALYSIS:
The analysis ofthe table shows 40% are listening radio mirchi , 25% radio one ,20% big fm
15% sfm.
GRAPH 3.24:
INFERENCE:
The maximum respondents are listening to radio mirchiindicates to target customerthey
should advertise on this radio station which gotthe highest customer base in the given area.
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Chapter 4
Findings and Suggestions
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4.0 FINDINGS AND SUGGESTION
4.1Finding Even at this time, the general public at Rajajinagar does not consider shopping as a
wasteful extravaganza. This is a good indicator of a good future ahead for Big Bazaar
Rajajinagar as, here shopping is turning out to a family experience.
There is a huge opportunity for store-in-store to cater to specific local items duringlocal festivals and occasions.
Catchment area study help store to know about the demographic profile of customer,existing competitors, entertainment zone, dinning and help to know where customers
are currently going for shopping and reason for the same.
Most of the retail store having in-house brands to compete with private label andcustomer also ready to purchase in-house brand if it suits to price their range and stuff
they actually want.
Customer service is one of important factor that influence the customer to visit stores. Offers/discounts also the factor that help store to increase number of footfalls. Most of customer is aware of loyalty program of branded retail store and being a
member of this store also influence customer to go for shopping in the same store.
Customer generally looks for rewards points, out store offers, invitees for specialevents and exclusive shopping day for end sale season to being a member of loyalty
program.
The majority of the populations are male. Respondents are mostly of the age group of 25-35 from junior management drawing a
salary of 15000 - 20000
The majority of the respondents are coming from nuclear family mostly rented houseand majorly having three family members with one or two members earning.
The majority of the respondents are graduates and most of them owns a two wheeler The majority of the respondents are purchasing from local vendors entirely inside
giving preference to the quality of the product
The majority of the respondents are not much strict about brands and they spend morethan 60 mins while shopping and travel more than 5 kms.
The majority of the respondents read VK newspaper, TORANGA magazine and listento radio mirchi.
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4.2SUGGESTIONS:SAMAJS
Akhil Karnataka Sahagar Samaj Seva Sangha
Ekta Mahila Seva Samaj
SSK Samaj Youth Association
Asthika Samaj
Gowda Saraswatha Sevak Samaj
Asthika Samaj
Overseas Indian Family Welfare AssociationK T S V Sangha
Rajajinagar Yashasvini Mahila MandaliRajajinagar Residents Welfare AssociationVAYSHNAVI SAMAJSHRI RAJARAM AAJADHAB PATELASSOCIATIONMUTHALIAAR SEVA SANGAM
1. These are the list of samajs which are personally visited in rajajinagar areawhich consist of more than 6000 members .Big bazaar should arrange
personalized loyalty card for each member in this samajs so as to increase the
loyal customer base and also customized offers to different samajs to increase
footfalls. As all the members of this samajs are residence of catchment area.
2. Big bazaar needs to concentrate on the requirements of family customers
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CONCLUSION
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5.0 Conclusion:
Retail is one of the booming sectors in present scenario. Each factor starting from deciding
the location to create customer loyalty play a significance role for creating a market share for
any branded retail store.
Location of an retail store itself have to look other factor before deciding upon it these are
entertainment part, traffics movement, demographic profile, lifestyle and of course
competitors in that catchment area.
Survey show that customer look for many factors to visit and shop from any retail store
,broadly they look for customer service, offer/discounts and last but not the least for brand,
range of products and price.
To conclude, branded retail store have a look over the catchment area so to plan accordingly
their move towards increase more of their customer and should focus on long term
relationship with customer that finally able to create customer delight.
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BIBLIOGRAPHY
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6.0 BIBLIOGRAPHYy www.live.com : For looking articles on retail sector.
y www.google.com
y KPMG retail report March 2010.
y www.wikipedia.com
y www.bbmp.comy Department of Tourism rajajinagar.
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Annexure
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7.0 ANNEXURE
1, what is your status in your household:
Chief wage earner
Other wage earner
House wife-working
House wife- non working
2, gendermale female
3, which year were you born? ..
4, marital status:
single
married
divorces/separated/widowed
5, family type:joint nuclear
6, nature of house occupied:rented leased owned
7, number of members in the family:2 3 4 5 more than 5
8, how long have you been living in your current residence
Less than 1yr 1-5 yrs above 5 yrs
9, for statistical purposes only. What is the monthly income of your household?
Below 10000
10000-15000
15000-20000
20000-25000
Above 25000
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10, earning members:1 2 3 more than 3 specify..
11, what is your current occupation:
Salaried professional (top management)Salaried professional (junior management)
Self employed
Business men/ industrialist
Others (specify)
12, education
Below graduation graduation post graduation professional degree
13, mode of commuting:two wheeler four wheelerbus auto
14, which of the following staple food do you consume: riceragiatta
15, average quantity consumed per month
1-2 kg 3-5 kg 5-10kg Above 10kg
rice
ragi
atta
16, place of purchase:local vendor organized retail (specify).GroceryF&VClothing & footwear
Home& personal careKitchen items
Home electronicsFurniture
17, frequency of purchaseGrocery:
Once a week twice a weekonce a month once in 2 monthsF&V
Once a week twice a week once a month once in 2 monthsClothing & footwear
Once in 3 monthsonce in 6 months special occasions
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Home & personal care
Once in 1 month once in 2 months once in 3 monthsKitchen items
In 6 monthsspecial occasions as and when neededHome electronics
Once in a year special occasion as and when neededFurniture
Once in a year special occasions as and when needed
18, electronics found at home:
Refrigerator,washing machine,lcd TV,flat TV,iron box,water
heater,ac ,microwave,hair drier,home theater,mobiles,computers, laptop
19. Average expenditure on:
Grocery (in a month)
F&V (in a month)
Clothing & footwear (in 3 months)
Home& personal care (in a month)
Kitchen items (in 3 months)
Home electronics (when brought)
Furniture (when brought)
20, where do you go for all your shopping needs
Entirely within your locality
Mostly in the locality some outside the locality
Mostly outside the locality
Entirely outside the locality
21, factors influencing buying decision/which of the following will attract you more to buy
from a particular shop:Price,easy to access,quality,discount,customer service,widerange of products
22, on an average how much time do you spend on shopping?
5-10 mints 15-30 mints 30mints-1 hr above 1 hr
23, which of the following will attract you more to buy from a particular apparel shop
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Brand price quality style
24, which of the following will describe you as a shopper?
Only top brands for me, conscious but not strict about brands,
Not bothered about brands
25, which newspaper does you follow
Toi, DH,PV,vk, others specify.
26, which magazines do you read..
27, which TV channel do you watch most..
28, how far are you willing to travel for your shopping needs..
1-2kms 2-3km 4-5km above 5km
29, which is your favorite radio station
Red fm,radio mirchi,radio one,sfm.big fm30...have you shopped at big bazaar, if yes please tell us the location where you went andwhat you felt about your visit to big bazaar..
Location.Feedback
Just for our reference please provide the following details. we assure you your contactinformation will be kept secret and will not be shared with a third party, thank you.
Name.Addresses.Phone no.Email id.
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