St.

Xavier’s College,
Ranchi

Project Work
On
Marketing Strategy of Fashion
& Apparels In Big Bazaar

Submitted By: Submitted To:

NAME: SONAL SETH MR. KAUSHIK DUTTA
DEPT: A & M SEM: VI SIR
CLASS ROLL NO: 1001
EXAM ROLL NO: 17VASP036543
SESSION: 2017-2020
 CONTENT
S PARTICULARS PAGE REMARKS
NO. NO.
1. AKNOWLEDGEMENT
2. INTRODUCTION
3. COMPANY HISTORY
4. LITERATURE REVIEW
5. OBJECTIVE
6. RESEARCH METHODOLOGY
• Sample size
7. MARKETING STRATEGIES
• Innovative marketing
strategies
8. BRAND BUILDING
• Loyalty programme in
big bazaar
• STP(segmentation,
targeting, positioning)
9. SWOT ANALYSIS
10. MARKETING MIX
STRATEGIES
11. DATA ANALYSIS AND
INTERPRETATION
12. FINDING
13. CONCLUSION
14. SUMMARY
15. SUGGESTION
16. LIMITATION
17. AMIXTURE(QUESTIONNAIRE)
18. BIBLIOGRAPHY

ACKNOWLEDGMENT

I Would like to express my special thanks of gratitude

to my teacher Mr. KASHIA DUTTA Sir who gave me
the Golden Opportunity to do this wonderful project
on the Topic, MARKETING STRATEGY & BRAND
BUILDING OF FASHION & APPERAL’, which also
helped me in doing a lot of research I came to know
about so many new things.
I am really thankful to them & also the team of Big
Bazaar.
Secondly I would also like to Thanks my parents &
friends who helped me a lot in finishing this project
within the limited time.
I am making this Project not only for marks but to also
Increase my knowledge.
Thanks again to all who helped me in doing my
Project
 INTRODUCTION

Big Bazaar Hyper mart chain in India

Outlet 140 Outlet
Parent Group Future group
Owner KISHORE BIYANI
Founded 2001
Head Quarter JOGESWARI MUMBAI
Industry Retail
Tagline IS SE SASTA AUR ACCHA
KAHIN NAHI
Big Bazaar is a chain of shopping malls in India
currently with 31 Outlet, owned by the Pantaloons
group. The idea was pioneered by the KISHORE
BIYANI, the Head of Pantaloons Retail India Ltd. The
idea from the very beginning was to make Big Bazaar
very comfortable for the Indian Customers that Was
KISHOREJI strength as a retailer. He had a lot of
confidence in what he was doing, even though it
defied conventional logic.
Big Bazaar is not just another hypermarket it caters to
every of your Family. Where Big Bazaar scores over
other stores is its value for money preposition for the
Indian Customers . At Big Bazaar you will definitely
get the best products at the best price-that’s what
they guarantee. With the ever increasing array of
private labels, it has opened the doors into the world
of fashion and general merchandise including home
furnishing, utensils, crockery, cutlery, sports goods
and much more at the reasonable prices. Big Bazaar
plans to add much more to complete their customers
shopping experience.
If one look at the Indian Bazaars, MANDIS, MELAS,
they are the environment created by the traders to
give shoppers a sense of moment, of event, of place.
They provide an inclusive environment where Men
and Women from all the caste, creeds, and classes can
come and shop at the same place. The Founder of Big
Bazaar were from the beginning very clear that they
had to reflect the look & feel of Indian Bazaars at
their modern outlets, so that no customers would feel
Intimidated with the surrounding.
Over the year in 2004 & 2005, the phase of growth
included the setting up of Mumbai store in lower
PAREL, which registered a record Rs 10 million
turnover in a single day on DIWALI-eve in 2004. In
2005, the first Big Bazaar exchange offer was
launched, which was quickly gained popularity among
customers.
In 2006, further changes in Loyalty marketing took
place with the launch of the housewife – centric credit
card, SHAKTI Jewellery store ‘NAVRAS’ was also
launched that year within Big Bazaar.

FBB(Fashion at Big Bazaar), India’s fashion hub is

redefining affordable fashion since 2008.From elegant
office wear to daily essentials, from ethnics
comfortable home wear to stylish new range, FBB
creates exclusive design for its audience under its own
private labels. With its mission to make India THODA
AUR STYLISH, FBB is popular youthful brand with its
POCKET FRIENDLY PRICESES. The brand has strong
presence across all metro cities, mini metros and also
penetrates well in tier II cities.

COMPANY HISTORY
Big Bazaar journey began in October 2001, when the
young, first generation Entrepreneur KISHORE BIYANI
opened the country first hypermarket retail outlet in
Kolkata. In the same month 2 more stores were
added one each in Hyderabad & Mumbai, thus
starting on the successful journey which began the
chapter of organized retailing in India.
The journey of Big Bazaar can be divided into 2 phases
one pre & other post Jan 26th 2005, when the
company rewrote the retail chapter in India, with the
introduction of a never-before sales campaign “SABSE
SASTA DIN”. In just one day, almost the whole of
India descended at the various Big Bazaar stores in
the country to shop at their favourite shopping
destination. Though, Big Bazaar was started purely as
a fashion format including apparel, cosmetic,
accessory & general merchandise , the first food
Bazaar format was added in the shop within the Big
Bazaar , with its wide range of products and services
offering, reflects the aspirations of millions of Indian.

LITERATURE REVIEW

A literature review is a text of scholarly paper, which

includes the current knowledge including substantive
finding, as well as theoretical and methodological
contribution to the particulars topic.
Marketing strategy has assumed a significant role in
the firm’s performance and has attracted serious
research attention over the last few years. A
literature reveals a considerable spurt in research in
theory and practice of marketing strategies.
Combining and informing on features of Marketing
Strategies. The marketing strategies and brand
building are different thing. As marketing strategies
means to achieve the long and short term goal by
satisfying the customers while Brand Building is the
promotional tool through which different products
can be promoted in the market to aware the
customers. Integrated marketing
communication(IMC) is an approach to brand
communication where the different modes work
together to create a seamless experience for the
customer and are presented with a similar tone and
style that reinforces the brand’s core message.

OBJECTIVE
1. To Analyse the Marketing Strategies in retail
Industry with reference to Big Bazaar.
2. To analyse how well the company’s marketing
strategies attract customers.
3. To find out Customer Response towards Big Bazaar
.
4. To determine the Customer Satisfaction Level &
Different Attributes of Big Bazaar.
5. To understand the expectations and requirements
of customers .

RESEARCH
METHODOLOGY
 Observational Method:-
Observation were made in the Big Bazaar store
regarding the Brand Building & Marketing Strategies
Adopted, retail format adopted by the store, various
verticals inside the store for each category of Product,
different INNOVATIONAL technique, ambiences,
service provided to the customer, and discount
technique.

Observing the working & different functions of

manager in the store like Floor manager, Department
manager, Marketing manager etc.

Survey Method:-
Personal meeting with the manager and assistants .
Questionnaire was prepared for the staff at Big
Bazaar, which includes several open-ended & close
ended questions aimed at knowing following:-

-why Big Bazaar

-Loyalty level
-Effect of logistics

Sources of Data:-

• Primary sources
• Secondary sources
Primary sources:- The primary data that are collected
form first hand sources. Using methods like survey,
interview, or experiments. It is also called first hand
data. The main benefit of data collected from this
Sources has the high degree of accuracy.

• Primary data was collected from the feedback of

customers of big bazaar in fashion and apparels
department with the help of questionnaire.

Secondary sources:- The secondary data is gathered

from the study, survey, or experiments that have
been run by the other people. This data is also called
second hand data. In this, there may be changes of
wrong information as it was obtained from other
sources like magazines, books, and from other
people.

• Secondary data was collected from various

Newspaper, internet, Magazines.

-SAMPLE SIZE: The data of 100 people should be taken

from the stores that how they feel about their
products, how much they are satisfied, is they are
comfortable in purchasing the product, they are
benefited from the offers discounts of big bazaar.
so that we can analyse how much satisfaction the big
bazaar are providing to their customers.

MARKETING STRATEGIES

Strategic objective of a company can be short term

and long term. The short term Objective are the goals
that the company plans to achieve in one or less than
one year. The long Term Objective refer to the goals
that a company wants to achieve in the long run,
more than one year. The short term goal helps the
company to reach its long term objectives. Typically
long term objectives lay out what’s a company want
to become. Big Bazaar wants to become number one
retailer of fast moving consumer goods. This is the
long term business objective which can Achieved by
achieving the short term objectives.

According to KISHORE BIYANI theory, change and

confidence among the entire population is leading to
rise in consumption, through better employment and
income which in turn is creating value to agriculture
products across country.
1. Vision:
To deliver everything, everywhere, every time for
every time for every Indian consumer in the most
profitable manner .
2. Mission:
• We share the vision and belief that our
customers and stakeholders shall be served only
by creating and executing future scenarios in
the consumption space leading to economic
development.
• We will be the trendsetters in evolving delivery
formats, creating retail reality, marking
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.

3. Quality policy: All products sold at bi bazaar are

guaranteed to be at good price and good quality.

4. Price guarantee: If within 2 days of purchase, you

find a product of same brand/ quality available at
a lesser price, please bring back to us within 10
days along with cash memo and we will give you
a gift voucher which will be of DOUBLE the value
of the price difference.
 5. Infrastructure facility: A typical big bazaar store
usually consists of 2-3 floors. The Back office is
situated at the ground floor. The big bazaar
stores are fully air conditioned and are equipped
with music facilities, escalators, parking facilities.

Marketing techniques used by Big Bazaar:-

• Value pricing (Everyday low pricing): Big

Bazaar offers customers the lowest available
price without coupon clipping, waiting for
discount promotions, or comparison shopping.
• Promotional pricing: Big bazaar offers
financing at low rate. The concept of
psychological discounting (Rs. 99, Rs 49, etc.) is
used as promotional tool. Fashion department
also caters on special Event pricing (close to
DIWALI, DURGA POOJA, REPUBLIC DAY,
INDEPENDENCE DAY etc.)
• Bundling: selling combo-packs and offering
discount to customers.
• Differentiated pricing: Time pricing i.e.
difference in rate based on peak and non-peak
hours or days of shopping is also a pricing
technique used in retail, which is mostly used
by the big bazaar.
 This are some of the marketing techniques
used by the Big Bazaar in Fashion and Apparels
department to attract more customers and
create loyalty customers towards there store
so that they can achieve their margin of daily
basis/weekly/ or monthly basis.

Big Bazaar started many new and innovative

cross-sell and up sell strategies in Indian retail
market. The various promotional techniques
used at Big Bazaar include “SAAL KE SABSE
SASTE TEEN DIN”, Future card (the card offers
3% discount), SHAKTI CARD, etc.

INNOVATIVE MARKETING STARTEIES OF BIG BAZAAR:

1. Exterior presentation: The quality of the store

front is a major determinants for a customer and
the store appearance should never be
compromised. The exterior appearance silently
announces what customers can expect inside.
Good exterior visual Merchandising Attract
attention, creates interest and invites the
customer into business. The important point to
be noted is that how a store visually welcomes a
customer has to do a lot, whether they enter or
not.
▪ Exterior signs: An effective sign is a silent
sales person. A sign must attract attention of
customers in less than then seconds and
should convey what the business is and what
it has to sell. The size of the letter used in the
signs should be large enough to be read from
distant place. A design of the sign conveys a
great deal about the business. Sign can also
be used to target a specific market segment
such as youth, women, singles, etc. Logo is
also very important and plays a major role in
attracting customers. They should be unique
and noticeable.
▪ Marquees: Marquees are special type of
signs used to display store names. Effective
marquees should be designed so as it is
different from others and attract the
attention of customers.

▪ Banners: Banners are economical but

colourful and eye catching means of
promotion. They can be changed frequently
to create different appearances which will in
turn attract customers to the store. I t will be
more effective when the colour scheme and
design concept used in the banners are the
same as what is used in the store, on
promotional materials and newspaper ads.
 ▪ Window display: The display at shop
windows is becoming increasingly popular as
far as visual merchandising stands. Changing
window displays to suit themes and moods
and seasons is gaining popularity. Special
emphasis has to be placed on a store’s
window display because they are the
information link to the potential customer.
Window display should attract attention,
create interest and invite people into the
store to purchase goods. Too much of
merchandise must not be crowded at a
window , as customers find it difficult to
determine the message and what items are
being promoted.

2. Interior presentation: Selling space is the most

important part of a store and therefore, efforts to
utilize each square foot will help to maximize
sales. When planning interior displays, it should
be kept in mind that the theme and the image
presented on the exterior must be carried
throughout the interior of the store to provide
consistency for the customer.
The purpose of the interior display is to develop
the desire for the merchandise, show what is
available , and encourage both impulse and
planned buying. Three major goal of a store
should be motivate the customers to spend
money, project the image of the store and keep
expenses to a minimum.
▪ Display design: An effective way of attracting
customers to a store is by having good
display, both exterior and interior. A
customer will be attracted to a display
within three to eight seconds, which is the
time a customer spends to determine
interest in a product. Every display should be
planned and must have a theme. Good
design makes a visual presentation come
together. This means the design attract the
attention in a way that strengthens the store
image, as well as introducing merchandise to
the customer. The customers should always
get to see new exciting and creative
merchandise with display at the front of the
store.
▪ Use of music: The store image and the mood
of the customers can be changed
dramatically by the use of music. Music
establishes mood s, helps to motivate the
subconscious mind and create long lasting
impression on the customers. Specific music
for particular merchandise can create a good
 shopping experience and can be an
important tool for creating a brand.
▪ Perfumes and scents: The other use of
stimulation can be of stimulating the
olfactory lobe of the brain i.e. use of
perfumes and scents. A Pleasing scents can
create a wonderful ambience and add to the
customers shopping experience. Scents can
also be a major factor in determining which
product to buy. Everything from perfumes,
scented candles, toiletries, cleaning products
are all bought while keeping scent in the
mind. The scent generally determine which
product the customer purchases.

BRAND BUILDING

Brand building is the process of generating awareness

and promotion of the services of a company through
direct advertising campaigns or through sponsorship.
Brand building strategies bring consumers closer to
the brand and provide value for them so that they can
know, feel and experience the brand.
“IS SE SASTA AUR ACCHA KAHIN NAHI” Nothing
captures the spirit of Big Bazaar better than this one
line. It is a simple statement and yet it positioned at
the top of Indian customer mind. They believe in
service and value for the customers. They consider
that it is their duty to keep customer in mind at every
step; they go that extra mile and buy directly from
sources in bulk so that they can get best rates by
keeping the margin low.

Loyalty Program in Big Bazaar:-

According to KISHORE BIYANI, the big brain behind
big bazaar, price, quality or services are the only way
to retain customers in retail. The repeat customers
spend more than the average customers and need to
be courage to come back. That’s why the stores have
stated offering special discounts to customers who
join loyalty card programme. Lifestyle, for instance,
has a loyalty programme called ‘The inner circle’,
while Pantaloons offers a ‘Green card’, Rewards
programme, Westside have ‘club west’ and ‘First
citizen’ from shopper’s stop to woo the customers.
Firstly, citizen Citibank card and ICICI Bank had tie-up
with Big Bazaar. The ICICI Credit card EDC terminals
were setup in big bazaar. The company woos the
customers to subscribe for future credit card. The
Future Card is a loyalty cum credit card of future
holdings and the customer will get the full benefit of
this card if and only if the card is used in any of the
Future Group Outlets like Big Bazaar, and that too if
swiped in an ICICI bank EDC machines in the Outlet
cash counter.

Different retail marketing schemes offered by Big

Bazaar:-

• Exchange offer: A new offer came in from Big

Bazaar, to exchange your old goods for
coupons which one can reimburse with goods.
In Fashion and apparels department exchange
coupons will not be applied for all the goods
like new arrivals clothes, accessories etc. It is
available for only limited product item on the
certain condition.
e.g. – Exchange goods of 1 kg worth Rs 100 or
coupon of Rs 100, then that amount will be
deduced from your purchase of any clothes
that are under exchange offer.
• SABSE SATA DIN: On the ‘Republic day’ and
‘Independence day’ have special offer for
ordinary Indians with Big Bazaar’s mega sales
festival, ‘SABSE SASTA DIN’. No event before
had influenced a day’s routine of thousands of
people in different parts of the country like
this sales festival.

• WEDNESDAY BAZAAR: Big Bazaar has

introduced a ‘Wednesday Bazaar’ concept
called ‘HAFTE KA SABSE SASTA DIN’. The aim
according to the Chain, is to give homemakers
the power to save the most and even the
stores in the city don a fresh look to make
customers feel that it is their day. The
Wednesday bazaar also offers clothes,
accessories and fashion jewellery and
personal care products.
 e.g. – In Fashion and apparels departments
various offers on WEDNESDAY like Buy 2 get 1
free, buy goods worth above Rs 5000 and
receive various gifts or branded products at
cheaper rate like dinner set, TROLLY bag,
saucepan etc.

• MONTHLY BACHAT BAZAAR: Big Bazaar has

scheme of ‘MONTHLY BACHAT BAZAAR’ at the
starting of every month, its start from date 1
to 8, it’s the time when most of the working
people get their salaries, so big bazaar take
good advantage of grabbing these salary by
giving this scheme. This offer is on food and
beverages. Most of working people buys food
and beverages for whole month during these
days.
 • SPECIAL OFFER BEFORE COLLEGE OR SCHOOL
START: Big Bazaar special offer when there is
time of starting schools, give special offer or
discount on stationary items and for college
going students provide special offer on
apparel like jeans, T-shirt etc. On Foot ware,
bags, etc. In big bazaar in store offer on
different product is going on the whole year.

• SAMPLING OF NEW PRODUCT: Big Bazaar

arranges a sampling stall for a new product
coming into market to introduce. Customers
can test those new items on free of cost and if
they like it then make purchase of it. Big
Bazaar has tie up with those products so that
this can be possible. Big Bazaar has provided
sampling for Nescafe, NIMBOOZ, 7 up a new
product of PEPSICO, act to popcorn etc.

-STP(SEGMENTATION, TARGETING, POSITIONING):

STP in the marketing stand for segmentation,

targeting and positioning .The goal is to deliver
relevant message to commercially attractive audience
segments. STP focuses on identifying the most
valuable segments and then creating the right
marketing mix and product positioning strategy for
those segments.
Big Bazaar segments customers on the basis of their
age, gender, income, marital status, educational
achievement etc. in their fashion and apparels stores.
Anyone within this group can purchase the apparels
at the reasonable price. Different age group clothes
can be available within the store like kids, men,
women, etc. No matters how educated the customers
are the sales staff help them to purchase the goods
within their budget and any classes of customers can
purchase from their without any hegitation.
Generally the big bazaar can target on the middle
class and upper middle class people to purchase them
at the reasonable price and offer various discounts,
coupons. They kept the products according to their
needs and the purchasing capacity at the best quality.
Big Bazaar positioned at the crowded places so that
customers can easily reach them and benefited from
their offer. Almost in all the places the building and
area of big bazaar are so large that is should be
comfortable for the consumers during their purchase.

SWOT ANALYSIS
1. Strengths:-
• Maximum numbers of varieties: People prefer
those places where they can get the
maximum products they need and Big Bazaar
provides vast range of products under one
roof helping in attracting customer and their
family to shop together and enjoy the
experience.
• Everyday new promotion and schemes of low
prices and discounts: Big Bazaar always offer
new schemes of low prices and gives
discounts in products like big bazaar offers
the sabse sasta 3 din ( the cheapest 3 days) in
which it offers the lowest of prices than other
days. Facilities like online booking and
delivery of goods: It is not just a chain of
retail shopping but also provides online
shopping facility to the customers.
• Largest chain of retail marketing in india: Big
Bazaar is the first retail chain to be started in
India and is the largest and successful until
now.
• High capacity investment: Big Bazaar offers
1,70,000 products and owns more than 100
retail stores all over India and has a strong
financial background as being the subsidiary
of future group which owns the pantaloons
which is one of the biggest the industries in
 men’s wear in India and have its work is
spread all over India. Future group is one of
the leading groups in India.

2. Weakness:-

• Overcrowded: During offers, promotions and

even on the weekends the place is
overcrowded with the people and sometime
even there is the situation of closing the store
due to it.

• Perception of low price=low quality: Generally

people think that if any product has low price then
the quality of the product will be low as they think
quality comes with price.

• Targets at the middle class and upper middle

only: It target at middle and upper middle
class due to which it ignores the upper and
elite class people as they are the cream of
society who are ready to pay any price for
quality and product they need. Generally
upper class people are brand conscious
towards products.
 • Staff’s busy in own work: Sometimes due to
the negligence of staff towards customers
many customers will return without purchase
as they don’t know where the product
actually is. Staff’s generally involves in
keeping stocks, HANGARING, product display,
clipping and management of stores.

• Checkout can extremely slow: There can be

seen a long queue on the building counters
making the consumer wait for hours due to
the slow service and the crowd.

3. Opportunities:-
• Big Bazaar Enter into the production of
various products due to its in depth
understanding of customers taste and
preferences. Nowadays people prefer going to
one big store and buy everything instead of
visiting different places for different items
and waste time. So big bazaar can expand the
business in similar cities as there is a lot of
opportunity. Lot of potential in the rural
market.

4. Threats:-
• Lot of competitor: There are lot of countries
which are planning to enter the Indian market
 like Wall-mart, Carrefour and TESCO which is
a big threat to big bazaar.

• High business risk involved: Big Bazaar

investment is very large so it is obvious that
there is high business risk involved.
Recently the Amazon is invested in big bazaar
to purchase their share and in few years big
bazaar has totally come under the Amazon
group.
At the pandemic of covid-19 the big bazaar
has faces a debt problem so they sale there
“COVER STORY” of fashion department and
“TASTY TREAT” which is the big bazaar owns
brand.

• Less parking space: Customers are not

satisfied with the parking space availability
provided by the big bazaar. Hence it’s a
threat of big bazaar as it may lose its
customers because of less parking space
availability. In holidays it will be very difficult
for customers to park their vehicles in big
bazaar.
• Unorganized retailing: unorganized retail
stores are the threat to the business of big
bazaar as now people also prefer to go to the
 local Store which are convenient enough for
them.

MARKETING MIX
STRATEGIES

The 4p’s of marketing mix:-

-Product
-Price
-Place
-promotion

1. Product mix:-A product has both tangible and

Intangible components, customers view
Product as “boundless of satisfaction”
rather than just physical things.

Product mix of Big Bazaar in Fashion and apparels

Departments
ETHENIC WESTERN SPORTS NIGHT
WARE
KURTI DENIM SOLID T- TROUSER
JACKET SHIRTS
PLAZO JEANS JOGGERS PANT SHOTS
SALWAR SKIRT SPORTS GRAPHIC
PIECES LEGGINGS NIGHT
DRESSES
 LEGGINGS TOP

Big Bazaar offers the wide range of products in

fashion and apparel department as mentioned above
and it has some own brand in there apparels like:
• DJ&C
• NAVRAS
• ATTESHA
• SPUNK
• SHYLA

2. Price mix:- Price is an important consideration in

buying decision price also denotes quality in the
customers mind a psychological factor for some
products.
▪ Value policy
▪ Promotional pricing
▪ Special event pricing
▪ Differentiated pricing
▪ Time pricing
▪ Terms of delivery
▪ Bundling
▪ Psychological pricing

3. Place mix:- The marketer has the responsibility of

making his product available near the place of
consumption so that consumer can easily buy it.
If the brand preferred by the consumer is not
easily available at the convenient location.
 • Located at the high traffic areas.
• Initially identifies Future/ potential
development area.
• Design to look crowded
• Acquire such areas at an early phase
before the real estate value booms.

4. Promotion mix:- Marketing promotion is a

management process through which an
organization develops, present and evaluates a
series of message to an identified audience.
Different promotion mix adopted by the big
bazaar in fashion and apparel stores are:-
▪ “SAAL KA SABSE SASTA 3 DIN”
▪ Future card(3% discount)
▪ Advertising(print ads, TV ads, Radio)
▪ Brand endorsement by M.S DHONI
▪ Exchange offer
▪ Weekend discount
▪ Point of purchase promotion
▪ Buy 2 get 1 free
▪ Discount on branded products for
purchase above Rs 5000.
 DATA ANALYSIS AND
INTERPRETATION

1. Income wise distribution of customers coming to Big

Bazaar
Higher income group 5%
Middle income group 50%
Lower income group 20%
No income group 25%

1st Qtr
Sales 5%

4th Qtr
25%

2nd Qtr
3rd Qtr 50%
20%

Analysis:-
The above diagram shows the distribution of income
level of customers coming into Big Bazaar. Among the
100 respondents 50% of customers are of middle
income level that is between rs20000 – 60000. Least
number of customers visiting Big Bazaar are the
higher income level people that constitute only 5%.
The lower level income of people coming to Big
Bazaar of 20% . 25% of people belong to no income
group which mostly consists of students.

Interpretation:-
Big Bazaar is the hub of shopping for middle level
income group because of its reasonable price on its
each product category. The higher level income group
people don’t prefer to do shopping in Big Bazaar, as it
doesn’t deal with the branded product. The lower
income group people come in to big bazaar as they
get a good sat a discounted Price . Hence big bazaar
should include branded products in its product
category, which will encourage higher income group
people to come in to big bazaar.

2. Purpose behind visiting Big Bazaar

Shopping 60%
Outing 10%
Both 30%
 Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

30%

60%
10%

Analysis:-
Out of the 100 respondents 60% of respondents visit
big bazaar for shopping, 10% for cutting and 30% visit
big bazaar for both the purpose.

Interpretation:-
From this I interpret that big bazaar is purely a
shopping complex but it also facilitates a certain kind
of ambience and decorum to the people that they
also visit it for the Purpose of outing. The
infrastructure and ambience of big bazaar is so that
people even like to go there even also they don’t have
to purchase anything. People enjoy doing shopping in
big bazaar. This is very nice for it as often customers
purchase some goods while moving in the building.

3. Method of payment:-
Cash payment 73%
Credit card 21%
Debit card 6%

Sales
1st Qtr 2nd Qtr 3rd Qtr

6%

21%

73%

Analysis:-
As per my study is concerned, out of the total
respondents 73% of people make cash payment in big
bazaar. 21% of them uses credit card as their mode of
payment and 6% of the people makes payment in big
bazaar through their debit card.

INTERPRETATION:
As per the obtained data Maximum Number of
people make cash payment in big bazaar. A fraction of
people uses their credit card for the payment and
very few people uses the debit card for payment. I
can interpret that quick exchange of money for goods
is done in big bazaar as most of the people mode of
payment is cash payment.

4. Expenditure pattern of customers coming in to big

bazaar
Below Rs.500 /single visit 11%
500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 / single visit 22%
More than 2000 /single visit 29%
Sales
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr

11%
29%
16%

22% 22%

Analysis:-
We can clearly see from this graph that majority of
the customers spend a lot in big bazaar that is 29% of
people spend more than rs2000 in a single visit to big
bazaar. Equal no. of people that is 22% of people each
spend Rs 1000-1500 and Rs 1500-2000 respectively in
a visit to big bazaar. 16% of people spend Rs 500-1000
and only 11% of customers are there who spend less
than Rs500 in their visit to big bazaar.

INTERPRETATION:-
From this I interpret that most of the customers
purchase goods in bulk which leads them to spend a
lot. Volume sales high in Big Bazaar . Customers tend
to purchase more goods from big bazaar as it provides
goods at the discounted rate. Probably those persons
who spend more in a visit to big bazaar are
purchasing on a monthly basis. Those customers who
are spending very less money that is below Rs 500 are
mostly coming in just to move around big bazaar and
spend time.

5. Time spend by customers in shopping in Big

Bazaar
Less than half an hour 10%
Half an hour to 1 hour 15%
1 hour to 1 ½ hours 35%
1 ½ hours to 2 hours 22%
More than 2 hours 18%
 35%

30%

25%

20%
Series 1
15%

10%

5%

0%
less than half Half an hour 1 hour to 1/2 1 1/2 hours more than 2
an hour to 1 hour hours to 2 hours hours

Analysis:
People spend a lot of time in shopping in big bazaar.
Majority of the respondents (35%) said that they
spend at least 1 hour to 1 ½ hour in big bazaar. 22%
respondents also said that they spend 1 ½ hours to 2
hours in their visit to big bazaar. Only 10% of people
said that they spend very little time that is less than
half an hour in big bazaar.

INTERPRETATION:
As per the given data I interpret that customers are
very product choosy now a days and that’s why they
spend a lot of time in shopping in big bazaar. Probably
customers might even be spending more time in big
bazaar as it provides a very nice ambience and
atmosphere for the people to shop in. Hence those
person who spend half an hour or less than half an
hour in big bazaar are those persons who just come to
purchase limited products and come only because of
low pricing of products. People also spend much time
in it but purchase very few goods. The sales personnel
should focus on the people who take long time in
shopping and purchases a lot and provide special kind
of service to them as they are the major customers.

FINDINGS

1. Most of the customers buy their requirement in

big bazaar on the basis of weekly and monthly
basis. Customers realized that big bazaar stores
provide qualitative products/service with
reasonable price.
2. At present time big bazaar provide different types
of product assortments to the customers.
3. Continuously opening of big bazaar chains in the
different major cities, increasing quantities of the
customers & profit show that big bazaar most
accepted name in the organized retail chain in
India.
4. Big Bazaar mainly Deal with middle income group
people who want qualitative product with
reasonable cost.
5. Big Bazaar has a good reputation of itself in the
market.
 6. Big Bazaar has positioned itself in the market as a
discounted store.
7. Big bazaar holds a huge customer base. The
majority of customers belong to middle class
family.

CONCLUSION

Big Bazaar is a major shopping complex for today’s

customers. It is a place where customers find variety
of products at a reasonable price. Big Bazaar has a
good reputation of itself in the market. It has
positioned itself in the market as a discounted store.
It holds the huge customer base. The majority of
customers belong to middle class family. The youth
generation also likes shopping and moving around big
bazaar. Volume sales always take place in big bazaar.
Impulse buying behaviour of customers comes in to
play most of the times in big bazaar.
Big Bazaar is a hypermarket as it provides the various
kinds of goods like apparels, grocery, stationary, food
items, electronic items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many
more. It competes with all the speciality stores of
different products which provide goods at a
discounted rate all through the years. It holds a large
customers base and it seemed from the study that the
customers are quite satisfied with the big bazaar. As
of now there are 34 Big Bazaar in different cities of
India.

Big Bazaar is a hypermarket store where varieties of

product are being sold on different product category.
It has emerged as a hub of shopping specially for
middle class people.
Different types of products starting from the baby
food to pizzas all are available under one roof. In
Delhi it is the middle class people who mostly do
marketing from big bazaar. Even most of the people
do their monthly shopping from big bazaar. People
not only visit big bazaar to do shopping but also visit
for outing purpose as it provides a very nice
ambiences to its customers. As people go to malls
they just tend to move around big bazaar 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 Delhi
in big bazaar. The major drawback of big bazaar is
that it lack in providing enough parking space for its
customers. This may discourage the customers to
come to big bazaar and shop as they face difficulty in
their vehicles. Even though some customers say that
they don’t feel problem in parking their vehicles, it is
because of the parking space available to them by the
mall.
 SUMMARY

Marketing strategies is short term or the Long

term goal that the company wants to achieve
within the certain period of time. The goal of any
company is to achieve their objective by
satisfying the Customer’s needs and desire. There
are various innovative techniques used by the big
bazaar to attract the customers like exterior and
interior presentation. They also offer various
offers, discounts, loyalty programme to their
customers on the weekly basis i.e. Wednesday
bazaar and offers on the occasion which
contribute the maximum profit to the big bazaar.
There are data of 100 respondents to find out the
following data like how much time they spend in
big bazaar, what is the method of payment,
which income group are mostly come to big
bazaar, expenditure methods of consumer, what
is the purpose behind visit of big bazaar, what
type of clothes they want and how much satisfied
with the product. And the main advantage of big
bazaar is that all thing available under the one
roof so the customers don’t need to go to the
others store as they provide the product with the
reasonable price specially in the occasion,
festivals like DIWALI, DURGA POOJA, etc. Apart
from that its it also benefited from the offers that
are provided by the big bazaar in the normal days
like Wednesday bazaar, stock clearance sale ,
exchange offer etc.

SUGGESTION

1. Big Bazaar should include more of branded

products its products category so as to attract
the brand choosy people to come in to Big
Bazaar.
2. Big Bazaar should provide large parking space
for its customers so that they can easily park
their vehicles.
3. It should make different cash counters for
different customers. Cash counters and credit
card payment counter should be placed
differently in order to reduce the rush and save
the customer’s time. This will be a kind of
motivator for the customers of Big Bazaar.
4. The service of the sales person is needed to be
improved. Personal care should be taken by the
sales person for the customers so that the
customers feel good.
 5. During the off peak hour’s big bazaar should
provide some offers to its customers so that
people would be encouraged to come to big
bazaar during off peak hours. The customers
who are present in the mall during the off peak
hours of big bazaar will definitely go in to big
bazaar if surprise offers are made at the price.
6. The infrastructure is needed to be changed a
bit during weekends as heavy crowd comes in
to big bazaar during those days.
7. Customers complaints and queries should be
handle properly with the customer care
department. The person sitting at the help desk
of big bazaar should be able to provide all
necessary information to the customers
whenever it is required.

LIMITATION

1. The study is based on a questionnaire method from

the people.
2. The study has been conducted within the
boundaries of a particular branch of Big Bazaar.
3. The study has not been related to any other
supermarkets.
 QUESTIONNAIRE

Dear customers,
NAME:-
OCCUPATION:-
GENDER:- MALE/FEMALE
AGE:- (18-28,28-38,38-48,48-58,58-65)

1. Do you frequently shop at big bazaar?

(Option: Yes/No)

2. How frequently you shop at Big Bazaar?

(Options: every week/once in 2 week/once in 3
week/once in a month.)

3. What comes to your mind when you think about

Big Bazaar?
(Option:
Discount/Product/Variety/Brand/Quality/Offers/
Others)
4. Do you feel you find different product variety in
Big Bazaar?
(Options: Yes/No)
5. Do you find the specific brand that you look in
the Big Bazaar?
(Options: Yes/No)

6. In which section you spend more time while

shopping?
(Options: Food-Bazaar/Apparels/Kitchen-
section/Electronic-section/Children & Toys
section/Sports section/others)

7. Are you satisfied with the product?

(Options: Yes/No)

8. Do you think this store has good parking facility?

(Options: Yes/No)

9. How would you rate the following in this store

ambience?
a) Music- Good/ok/bad
b) Temperature- Good/ok/bad
c) Lighting- Good/ok/bad
d) Cleanliness- Good/ok/bad

10. How would you rate the following in our

products?
a) Range- Good/ok/bad
b) Prices- Good/ok/bad
c) Quality- Good/ok/bad
 d) Availability- Good/ok/bad

11. How would you rate the product display in

our store?
(Options: Good/ok/bad)

12. How did you find the following qualities of

our store staff?
a) Courteousness- Good/ok/bad
b) Grooming- Good/ok/bad
c) Efficiency & Knowledge- Good/ok/bad

13. How was your overall experience?

(Options: Good/ok/bad)

14. Would you visit Big Bazaar again?

(Options: Sure/maybe/Not sure)

BIBLIOGRAPHY

INTERNET:-
- Bigbazaar.co.in
- Organizedretail.co.in
- Scribd.com
- Retailing.co.in
- Wikipedia.org.
- Slideshare.net
 -
BOOKS:-
- PHILIP KOTLER, Marketing management
-Berman B and Evans J.R, Retail management